BY THIS,COPYWRITER AND ART DIRECTOR WILL USUALLY FIND DOZENS OF INTERESTING DETAILS WHICH THE MAN IN THE STREET WOULD LIKE TO READ ABOUT.
EXAMPLE: ONE DAY THAT GENIUS OF COPY-WRITING, CLAUDE HOPKINS,WAS GOING THROUGH A BREWERY WHEN HE NOTICED THAT THE BOTTLES WERE BEING CLEANED BY STEAM. HE MENTIONED THIS TO THE CLIENT,BUT THE LATTER SAID THAT THIS WAS STANDARD PROCEDURE IN EVERY BEER PLANT.
HOPKINS OF COURSE KNEW THAT ONE OF THE SECRETS OF ADVERTISING LIES IN 'SAYING IT FIRST'. EVERYONE MAY BE DOING A CERTAIN THING,BUT ARE THEY TALKING ABOUT IT?
SO HE PUT A SMALL LINE INTO THE NEW BEER ADVERTISEMENT WHICH HE CREATED. IT SAID,'OUR BOTTLES ARE WASHED WITH LIVE STEAM'.
THE CAMPAIGN BECAME A CLASSIC,SALES ZOOMED UPWARD, AND HIS OBSERVATION HAS BECOME A TEXTBOOK EXAMPLE OF WHY A COPYWRITER MUST STUDY EVERYTHING HE POSSIBLY CAN ABOUT HIS PRODUCT.
BUT HOW IS THE PRODUCT INFORMATION TO BE COLLECTED? WHERE DOES ONE START? WELL,ONE EFFECTIVE METHOD IS TO ASK THE CLIENT THESE SIX QUESTIONS ABOUT THE PRODUCT OR SERVICE:WHAT? WHO? WHY? WHERE? WHEN? HOW?
IT SOUNDS SIMPLE,BUT THESE ARE JUST THE STARTING POINTS. EACH POINT MUST BE PROBED IN GREAT DETAIL.
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