For better copywriting results: Ask the magic question

Clients and class participants often say, "I'm stuck on
writing my giveaway product." Or, "I'm not getting the
response I want from my website."

Almost always, the reason turns out to be related to the
most common mistake in website sales. Luckily, it's easy to
fix. Just ask the Magic Question.

For example, "John" wanted to create a giveaway for new
ezine subscribers. He came up with a 21-step process for
managing time.

He suspected readers would be overwhelmed with all those
steps. "Maybe I just need 5?"

He's probably right. But John has made a classic mistake.
He's gotten caught up in his own process. The real question
is, "Why do people call John or buy his time management
products?"

John's first thought: "That's a dumb question! They want to
manage their time better."

But we need to dig deeper. Nobody sets a life goal of
managing time (OK, some efficiency-minded people might, but
they're not typical).) Most of John's clients are hurting
because of the *consequences* of not managing their time.
They're experiencing pain with relationships, finances,
health, or some other basic need.

The easiest way for John to reach his market is to ask Magic
Question: What do clients say when they call him? For
example:

"I haven't seen my kids for a month. My family is coming
apart and my spouse threatens divorce if I don't stop
working so hard."

"Yesterday I spent an hour looking for an important paper. I
can't afford to do that."

"I keep starting projects and never find time to finish. So
clients are screaming at me."

Of course, if the imaginary John were my client, we would
spend time analyzing these responses. We would dig deeper.
But now John's got some topics he can use to stop readers
dead in their tracks when they visit his website.

"How A Busy Executive Can Get More Family Time (And Still
Stay on Track for Promotion)"

"How to Meet All Your Client Deadlines (And Enjoy A Relaxed
Lifestyle"

Notice that as he listens to client questions, John gets
more than copywriting ideas. Here's where he learns to
create new products, develop teleseminars and write
articles.
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Go ahead and forward this ezine to friends and
colleagues - no changes, please: I planned it this
way!