31 questions to ask your new copywriting client
Anyone who knows me knows that I tend to ask a lot of questions….
Why? Because that’s how I learn. Whether I’m chatting with a new friend or a new client, I ask a bunch of questions. Then, I shut up and let them answer (yes, I know, this is more easily said that done sometimes!)
When you’re working with a new copywriting client, asking lots of question is the key to success. Sure, that means that you’ll be spending an hour (or more) on the phone. But just as you wouldn’t enter a marriage without a pretty solid “getting to know you” process, you shouldn’t start writing without a solid customer interview under your belt.
After all, how can you write specific, action-oriented content if you don’t have any specific information?
(As a side note: If you plan to work with a copywriter, but she doesn’t ask you any of these questions before she wants to start writing – find another copywriter. This is such a foundational step that she literally will not be able to write good copy without it.)
Here are 31 of my favorite questions to ask a new copywriting client – enjoy!
Reporting questions
- Can I review your analytics?
- Do you have any customer persona documents? Can I see them?
- Can I see reports outlining your SEO/content marketing success, to date?
- How are we measuring success? Conversions? Page positions? Social media love?
- Can I review your per-page keyphrase strategy?
- How did you arrive at your keyphrase choices?
Marketing questions
- Who is your online competition?
- What is your unique sales proposition?
- Why should a prospect purchase from you rather than your competition?
- What are your company benefit statements?
- What content approach has worked in the past?
- What approach has not worked – and we want to stay far away from?
- Do you like your site’s “voice” (how it reads and sounds.)
- If not, what’s an example of what you would prefer?
- How do you follow up with prospects?
- How do you follow up with current clients?
- Can I see your other marketing materials (autoresponder emails, print materials, etc.)
- Are there any keyphrases that you’re not currently positioning for – and you want to gain a stronger position?
- How do you currently promote new content (Twitter, Facebook, LinkedIn, etc.)
- Who is your “perfect customer (s)”?
- What benefit statements are important to those customers?
- What customer profile would not be a good fit for your business?
- Can I review your customer testimonials (or better yet – can I chat with a few of your happy clients?).
- What are the most common questions that customer service answers? How do they answer them?
- What are the most common objections to overcome?
- Has your product/service been featured in a book, endorsed by an organization, etc.?
Process/procedure questions
- Who else will I be working with (for instance, an external SEO company.)
- Who is my main point of contact?
- Who will review the content?
- How long will it take for content to be approved?
- Is there a preferred way that the content is delivered?
What would you add? Please “like” this post, and add your favorite customer question below – thanks!
Great list Heather! I sometimes meet some resistance on the part of the client to go through this interviewing process but it truly is necessary. The more info you have, the better copy you can write.
Thanks for such a comprehensive list. Jen
Comment by Jen Phillips April — July 21, 2011 @ 3:54 am
Thanks, Jen. You’re right – I’ve had clients ask, “OK, how long is this going to take” when I tell them about the interview process. But every time I do it, I learn SO much more than if I just sent over a list of questions via email. And the client’s copy is always better for it, too.
Comment by Heather — July 21, 2011 @ 4:19 am
What a fantastic and comprehensive list! I ask most of these already, except for the reporting questions. I am adding those for sure! Thanks!
Samantha
Comment by Samantha Gluck — July 21, 2011 @ 6:35 am
Fantastic, Samantha – and thank you! I’m so glad that you found the list useful!
Comment by Heather — July 21, 2011 @ 7:20 am
This is a really great breakdown of every vital base that should be covered when beginning to tackle any kind of SEO-centered project. I don’t think that many people stop to realize that SEO strategies encompass so much more than merely copying and pasting keywords into a document; really, there’s a method to the madness, and asking the right questions of your client can absolutely help you get on the same page, strategy-wise, in the hopes of building up the strongest search engine friendly content possible.
Comment by Emma — July 21, 2011 @ 8:50 am
EXACTLY! You’re so right, Emma – there is a method to the madness. The “getting to know you” process doesn’t take that long…but it’s very, very important.
Comment by Heather — July 21, 2011 @ 9:22 am
Awesome list. Good copywriters will definitely seek out answers to these and other questions for the benefit of the client and the success of the copy. You really can’t do the job well if you don’t have a solid body of info. Thanks for this post!
Comment by Kristin Offiler — July 21, 2011 @ 11:21 am
Thanks for reading the post, Kristen, and for your comment!
Comment by Heather — July 21, 2011 @ 12:24 pm
I always ask to see documentation that supports a company’s claims, as well as any contradictory documentation.
I find it is best to always be prepared to defend or expend upon any copy I provide. Simply parroting a company’s claims can land you in hot water! Guilt by association is difficult to put behind you.
Copy credibility matters, when you write, you put your name on the line. A client that doesn’t understand this is not worth working for.
Comment by Leo McDevitt — August 2, 2011 @ 11:19 am
Great list, but I’ve found that bombarding the client with questions at the beginning can be a huge turn-off. Most people come to me with two questions: What do you charge? and How fast can you get it done? Only once we’ve gotten those out of the way do I proceed with my own questions … and then cautiously.
Comment by Kelly Kautz — August 5, 2011 @ 9:54 am
Hey, Kelly!
Thanks so much for your comment!.
I completely agree that you wouldn’t ask a lot of these questions during the prospect phase. At that point, you’re more trying to feel each other out and establishing rapport. Once the client signs on the dotted line, then it’s more appropriate to ask a lot of questions.
Comment by Heather — August 5, 2011 @ 11:31 am
I’d also add:
- What offers have you tested, and what have been the results for each
I’m focused on getting the response, so no matter what copy I’m writing, I’m always thinking about the next step I want the prospect to take — and what offer is going to motivate him or her to take that step.
- What is the normal sales process that you go through to get a client
I need to understand the logical steps in their sales process, so my copy (and offers) can complement (or replicate) that process.
- can I talk to your best salesperson
The company’s best salesperson typically knows prospects’ hot buttons, and what benefits of the company’s solution gets prospects most interested. Many times, Sales knows more about “why customers buy from you” than Marketing. Also, for an industry I’m not familiar with, there’s no better way to learn the lingo than from Sales.
Comment by Karen Marchetti, Response Coach — August 5, 2011 @ 2:25 pm
Karen, these are excellent questions! Thanks so much!
Comment by Heather — August 6, 2011 @ 5:31 pm
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