Know-How Exchange : Copywriting

Thanks for the reply, I don't have a focus yet. As a startup I want to keep this open and see how where my expertise is built over time. Not sure how my focus affects the structure, but I hope I am giving you a helpful answer.

Thanks for the replies, I was looking for a generic structure with some questions I need to answer that can be applied to any type of consulting firm. I am sure there is one, and in broad terms could be:

1. What is the customer pain.
2. What tools/methods are you using to solve it
3. What are the benefits realised post-implementation?

I am still looking for a recommended structure if anyone has any ideas. Again, thanks to the contributors but I believe the audience is irrelevant towards deciding the structure.

IMHO you are wrong. The audience is the most important consideration when deciding on the structure, your belief notwithstanding.

The structure you would use to reach a CEO probably isn't the same as the one you'd use to reach a regional sales manager or an R&D manager, for example. Same point with large companies versus small companies, entrepreneurs versus corporate executives, or new manufacturing businesses versus established retail businesses. Etc.

Fair point, I am looking at targeting C-level executives of small/medium professional service firms with the promise of increasing their sales and reduce costs. What is a unified content structure I can use to describe each of my services ?

For C-level executives don't "describe each of [your] services." Instead tell them the unique BENEFIT they can expect if/when they hire you. If they aren't sold on the benefit, a list of the specific services won't be very meaningful to them.

Have you conducted information interviews with a sampling of your primary target audience? If not, that's the place to start. Find out what their biggest challenges are and how they address them. Find out what words they use when they describe their needs and concerns. Once you have a reasonable understanding of how they think about those things you'll know how to structure your profile. (Minimum requirement: 10-12 interviews.)

Your goal is to present yourself in the way most likely to trigger the call-to-action. That's why you need to be as specific as possible, not "generic." C-level execs don't hire "generic" consultants. They hire the ones who specialize in whatever is most important to achieving their most pressing objective -- the one that keeps them awake at night.

Hi Everyone,

I am closing this question since there hasn't been much recent activity.

Thanks for participating!

Shelley
MarketingProfs