This is one of those topics that can often be the cause of a heated debate. However, let me give you my take on just where writing the sales copy fits into the product creation process.
I've tried two alternative strategies and, while both strategies worked, the one which really paid off was a winner by a wide margin.
The two options are:
- Create the product and then write the copy to describe all of the product's features, to sell the benefits and to close the sale.
- List all the features that you believe your customers want to see in the product in your draft copy and then create a product that includes all the features in that list.
I know that many people much prefer Option One because that seems to be conventional wisdom and they've always done it that way.
Let me explain why you should consider Option Two.....{+}
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I agree with you on #2 as the best option. Why would you create a product without a plan? #2 has a plan: you chosen your target audience, researched their needs and desires, created a product based on that research. Of course, sometimes, you come up with an idea first, then research later. I think this comes from subconscious data already in your head, and your own desire for the product.
Yes - killing two (or more) birds with one stone! It is sometimes too easy to jump into things without sitting down to think it through and I think some sort of check-list or plan is essential. So I would plump for Number 2.
Love the Membership Blog idea and I am just researching the plug-in idea at the moment. The "teaser" seems to work well - I suppose you just have to know exactly how far to go!
Keep up the good work!
Regards
pj
I really do not like to do I agree comments or posts, however I agree with Option 2.
Serious buyers want to know the features and usually it comes down to two things: TIME and MONEY. How will the purchase improve their time or their money.
A gas lawn mower is more expensive than a manual lawn mower. The gas lawn mower costs more to maintain, can break more often, etc.
However the gas lawn mower works faster and saves me time!!! Huge amounts of time. I may not be doing this justice in this post but I think it a good example.
There's another very important benefit to doing the copy first.
When you first come up with an idea, you're usually very excited about it. Your imagination is in high gear, which shows through in your writing. That can make for some very exciting copy.
When you've been working on something for days/weeks/months, it's easy to get so focused on minutiae that you miss the big picture. Your copy can be stale if you start writing in that mode.
Paul