Présentation de l'éditeur
Audience - Who is my target audience? Who is going to be reading what I write? Why are they reading what I write?
Features or Benefits - Depending upon my audience will dictate whether I focus upon the features or benefits of a particular product or service.
Our Goals - What is the overall goal of the copy? Is it sales, opt-ins, opinions or feedback.
Strategies - Have we decided on the best strategy? Who is going to tell us if we have achieved our goals?
End user Action or Reaction - What is the end game? Much like our goals we must know what we want out of the copy.
This book goes into each of the above and more to demystify the art of Copywriting.