# Client Interview Questions Great copy ideas don't come out of thin air. They come from research. The following questions will help you ... come from research. They The following questions will help you get the information you need to write kickass copy---*fast*. IDEAS: Get the ID transformation in here. Maybe sort the questions by "customer-centric" and then business info. When I go through these... intro each section. Explain it to them as they go. Some people are easy t otalk to, others need the why, a little guidance. give it to them! TALK ABOUT THEIR PROBLEMS. ***ice-breaker*** * If you could magically improve some aspect of your business, what would it be? ***customer persona*** * What does your typical (or ideal) customer look like? What do they want? * Why do they want it? Why do they want that? (Keep going) * When they reach out to you, how are they feeling? Stressed, worried, overwhelmed, excited, eager, uncertain, angry? * What do they perceive is in the way of them getting what they want? * How aware are they? ***philo copy bit*** Fill in the blank: (give expamples first) * What's something your customer experiences that you believe is just plain wrong? * Getting your [basic service] shouldn't/doesn't have to be _ . * You deserve _ . ***what's at stake?*** * What do they have to lose by not buying your products? * What's at stake if they go with another provider? * What are they afraid of losing or happening after they buy? ***benefits*** * What are the benefits of working with you? * What are all the features of your product? * Do you take any special measures? * What does the process/quality control look like? * Why do you do it this way? * What options does the product come in? * How big is your team? Why is that an advantage? * Are you just the hardest working team in show business? (Hertz) ***empathy*** * Do you relate to their struggles in any way? * What's the strongest pain point your customer deals with, and how do you come alongside them to help overcome it? * Why did you start the company? * Why this product? * What do you like about what you do? ***authority*** You have to be able to *prove* you're a trustworthy guide for solving their problems. How can you demonstrate compentency? * How do your current clients find you? * Do you have any awards/accolades/press/certifications? * How long have you been in business? * How many clients have you served? * Anything you're the biggest, best, first, only? (add some swipes that's useful) * Anything else you believe makes you an authority in this space? ***hesitations/objections*** * What are the main hesitations or objections customers have? What are they afraid of? * What are the most common questions you get asked when people call for service? * What are the most common complaints you hear related to your service? * If you could magically improve some aspect of your product, what would it be? ***plan*** * What's the first step in doing business with you? * Then what? * Do you offer anything free--an easy yes? ***agreement*** * Do you offer any warranties or guarantees? (he likesth farmco one... it's realistic) * What service or support comes from with your product? ***urgency*** * What do they have to lose by waiting? * Is anything limited in your service? ***concession*** * Why shouldn't they buy from you? Do they have other options? * What about your product *isn't* easy and amazing? What kind of sucks (price, onboarding, scheduling, etc.)? * When is your product not a good fit? ***stories*** * Are there any interesting stories about your product? Obstacles overcome? False starts leading to brilliant realizations? A big break? ***getting even more info*** * Can you hop on an online forum for market immersion? * What info already exist—previous ads, brochures, direct mailers, etc.? * What are the competition up to? ***customer experience (voice/tone principles)*** * What is important about your product to current customers? (ask them) * What is the experience you want them to have working with you? * What do they say they like? Include a plain text download to use without all the extra crap.