PREVIOUS LISTS...so he can eliminate certain copy appeals he
might otherwise use.
LISTS...so he can examine the copy that was used to see if
it can be improved and thus be successful in acquiring
PREVIOUS LISTS...so he can determine like factors that
influence his writing.
LISTS...the longevity of your names and their buying
history, similarity of names, amounts purchased and percentages
of payments via check, bill me, credit card, so he can structure
his writing to your "hard core".
LISTS...so he can determine appeals for each of them, or for
clusters of similar lists.
DISTRIBUTION...because he knows that names in certain areas
need certain specific copy points.
SOURCES...because he'll want to write copy that is targeted
to the same appeals that worked to produce the names you already
have or those you'll rent.
METHODS...because he knows that copy should stress phone
convenience for those who like the phone, order form convenience
for those who buy by mail, and telex or fax for international
companies. Do advise your writer of the percentages of orders by
each method so he can determine the copy weight for each avenue.
OF NAMES...so he�ll write to individual clusters of names
even though you mail to zillions. He'll weave specific points
into his copy for business names, others for consumers, still
others for those people who buy at the company but take the
consumer lists, he wants to know typical occupations so he can
consider copy points that enable the prospect to rationalize his
purchase. With business lists, he needs to know job functions,
titles, job longevity, types of firms, size of firms and what
they market to whom so he can capitalize on this knowledge in
LEVELS...because he knows that copy can be written to all
levels and be less functional than copy that directs itself to
specific levels, you do yourself a favor by acquainting your
writer with the income ranges of the names on your lists.
AREAS...so the shrewd writer can incorporate appeals to
prospect interests, hobbies, or advancement goals.
STATUS...because your writer does not want to say that your
stereo will be enjoyed by the entire family if you're using a
list of newly divorced people.
PROCLIVITY...because writers know that people who collect
will continue to do so and mentioning this aspect of a product's
value is a key point.
ORIENTATION...perhaps the most important copy platform
appeal considered by good writers is how to convince the reader
that this product or service will give him greater status or
enable him to achieve more. Authoring copy to hit this convincer
is exceptionally hard, and the copy is written differently for
each group of different achievers.