http://www.aarongerdes.com/articles/2006/06/28/10-questions-about-your-product-service en-us 40 Strategy, design, and technology to stand out and win business. <p>Gary Bencivenga is one of the most successful copywriters in the business. While explaining that “a gifted product is mightier than a gifted pen” (<a href="http://bencivengabullets.com/bullets.asp?id=19">see the article</a>), Gary provides ten questions writers should begin their assignments with.</p> <p>I think the list is also an excellent starting point for businesses to evaluate new products or services. Whether you’re doing-it-yourself or preparing to work with a consultant, understanding the answers to these questions can make for an efficient project takeoff and a good review of results. If you’re not finding the answers compelling from your customers’ standpoint, back to innovating!</p> <ol> <li>Why is this product made the way it is?</li> <li>What consumer problems, desires, and needs is it designed for?</li> <li>What’s special about it — why does it fulfill a consumer’s needs better than the competition?</li> <li>Who says so besides you?</li> <li>What are your strongest proof elements to make your case believable?</li> <li>What are all the product’s best features and how does each translate into a consumer benefit?</li> <li>If you had unlimited funds, how would you improve this product?</li> <li>Who are its heavy users—the 20 percent who generate 80 percent of sales?</li> <li>What irresistible offers might trigger an explosion in sales?</li> <li>What premiums can be tossed into the mix to press your prospects’ hot buttons?</li> </ol> Wed, 28 Jun 2006 11:53:00 -0700 urn:uuid:a0354f61-a1b8-4750-a764-2d6a449260aa aarongerdes@gmail.com (Aaron Gerdes) http://www.aarongerdes.com/articles/2006/06/28/10-questions-about-your-product-service http://www.aarongerdes.com/articles/trackback/61