5 copywriting questions to ask before you write about a new service or product

Five copywriting questions to ask before you write about a new service or product 14 November 2024

Where do you start when you’re writing about something new? This is a question I’ve been asked many times as a freelance copywriter. Because copywriting with innovation in mind demands a particular mindset. As well as all the essentials like target audience, core message and SEO, there are other critical issues to consider.

Here are five questions to ask to make the most of your copywriting strategy for a new product, service or business:

1. What’s the buzz?

What is it that excites you about your new product or service? What has driven you to bring something new to your market? Apply all of this inspiration and value to your copywriting process and you’ll find it easier to create content that reflects you and your new initiative to maximum effect.

2. Where’s the gap?

What is the difference between your new innovation and what other people are offering? Leverage this gap to speed up and clarify your copywriting approach. This is the space that will inform the messages you use in your copy, the contrasting benefits and features and all the other aspects that make your innovation truly special.

3. What’s the shift?

Your new product or service will create some change or shift within your market. Whether that’s in a subtle or more significant way, it has the potential to help shape trends and developments in your industry. What new opportunities will your particular innovation bring to the market – and how can you include this as messaging in your copywriting strategy?

4. Where’s the voice?

If your innovation is offering something new, why does it sound so familiar? This is a common issue with copywriting for innovation. Businesses work hard at creating something new – then communicate about it with copy that has a similar tone of voice or style to what’s already out there. To avoid this risk, create a clear and unique voice for your innovation. Identify your particular style by considering not your target market, but also by using wording that will align with and highlight your innovation.

5. Where’s the connection?

A key factor of successful copywriting for innovation is finding the strongest starting point between what you’re offering and what your audience needs and currently knows about. How do you build that connection? Being clear on this will help you create copy that reflects your innovation and keep it relevant to your potential customers. Make sure you fully understand how your ideal customers see your market before you write a single word.

Make your copywriting strategy count

Launching a new type of product, service or business is as exciting as it is nerve-racking. With so much pressure it can be all too tempting to rush the content creation process. Avoid the risks of doing that if possible. Take some time to make the most of the opportunity to develop content that gives your product or service a unique tone of voice and a powerful message about what’s on offer. That way your copywriting strategy will truly reflect your innovation while reaching the right people.