Web Copy That Sells, 3rd Edition

CREATING THE BLUEPRINT: FIVE SIMPLE QUESTIONS YOU MUST ASK

I’ve distilled the entire web copywriting process into five easy steps that make the task of writing web copy as easy as pie—and as enjoyable. Each step in the blueprint takes the form of a question. Once you answer each of the five questions about any product or service, you’ll have the blueprint, a miniversion of your web copy. Note: As you are answering these five questions, don’t get creative. Just answer factually. We’ll get creative later.

Question 1: What Is the Problem?

Most sales, both online and offline, are based primarily on solving a problem. Having identified your target audience, your job now is to identify the problem that your target audience has that can be solved by ...