Interview Your Top Salespeople/Customers To Get Good Copy

Interview Your
Top Salespeople/Customers To Get
Good Copy

I’ve found it is much better to get someone else to interview and ask the
questions. These questions usually lead to other valuable questions but the
questionnaire is the “meat” of the interview—it brings out most of the major
elements you’ll need to create a winning ad or sales letter.

The more research you do, the better your ad will be. In fact, your ad or sales
letter will practically write itself if you’ve done your homework. All good print ads
and sales letters are “salesmanship in print”, and since ad writing is basically
“salesmanship in print,” why not get in touch with the top sales people in your
organisation? Then interview them thoroughly and have them sell the product or
service, right then and there over the telephone, with your tape recorder going!
Yes, that’s right—interview the top 3 or 4 sales pros in your organisation and this
will confirm many of the sales points and benefits of your product, and also reveal
other things you didn’t think of before.

Let me tell you something . . . some of the very hottest copy you’ll ever write
will come right out of the mouth of your top sales people. And if the top sales
person is you, then you must do the following:

  •  Tape record yourself selling to 3 or 4 customers.
  •  Take all the tapes where you actually “closed” the sale, have them transcribed, and that will be the basis for your copy!

Now, understand . . . your job’s not finished by a long shot, but a good
portion of your copy might be taken directly from those sales interviews. Sure,
you’ll have to add a headline, testimonials, the close, and other things like that —
things that work well in person, but don’t translate clearly onto paper. But a good
chunk of your copy is written!

90% of the time, the transcript of the salesperson’s interview hits “spot on”
the desires of the target market you should write to. Even if nothing else comes
from doing this, at least it gives you a great start on your ad.

Share on Tumblr Share via emailBuffer Share

Leave a Reply



XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>