Client Questionnaire

Please answer the following questions thoroughly. The more information you include, the better I’ll be able to connect with your audience and grow your business. Thanks!

Your name*
Who’s your ideal customer?
What are his/her hot buttons or primary concerns?
What keeps him/her awake at night, staring at the ceiling, dreading the day ahead?
How do you want this reader to feel as a result of reading this piece?
What do you want this reader to do as a result of reading this piece? (Have one focused call-to-action, not several)
What transformation do customers experience after buying your product/service? How will their lives, work or daily routine be different? (Paint a clear and compelling before-and-after scenario.)
Walk me through what happens after someone purchases your product/service, step by step.
What are common objections or sources of hesitation you’ve observed, that cause prospects to drag their feet or decide against your product/service?
Is there a built-in bias in the way these people make decisions?
Who else is selling something similar to this audience, and how?
Please list the URLs of your top competitors or sites you would like to model for your copy.
What do you do better or differently from your competitors?
If your product/service isn’t different from your competitors’, what attributes can be stressed that haven’t been advertised or stressed by the competition?
Who has bought this (or something similar) from you in the past? What do they say about it?
Can you share any proof points (testimonials, studies, data, success stories) that back up your claims?
Do you offer a guarantee or risk reversal of any kind?
Are there time-sensitive factors (like a deadline-driven bonus or penalty) affecting the cost of your product/service?
Is there an early-bird benefit, deadline or scarcity to help create urgency?
Anything else I (or your readers) should know? Any benefits we haven’t discussed?
What writing voice or tone best reflects your brand and customers? (Formal, casual, conversational, humorous, etc.)