It is a struggle for a seller to see through the eyes of a buyer. The seller is biased by the time and energy invested in his or her product. They become clouded as to what needs and desires originally motivated them to begin the project in the first place. Their pride and ego blind them from what the prospect sees and feels. In short, writing copy after creating a product leaves you at a major disadvantage in that you are in the role of a salesman and may have difficulty seeing through the eyes of your prospect.

Write sales copy before product creation?

When you write the copy as your customer you are able to describe exactly what you are looking for, exactly what the problem is, exactly what would fill your need, and to concentrate on those points that interest you most. Chances are that whatever satisfies your requirements for the proposed product also satisfy the needs of others who will, in the future, be searching for your product, reading your sales copy, and hopefully buying your product. After you have created your product you will be writing about what you consider to be the good qualities of your product.

The difference between writing the sales copy before or after the creation of the product may not seem significant until one is able to compare the differences first hand. The sales copy written after creation of the product usually lacks the zeal for the product and the voice of a person who genuinely understands the need. Perhaps the biggest difference is that the descriptions of the product are different.

The copy written before highlights the solutions to the prospects need whereas the copy written after highlights the benefits the product will feature to the customer. A critical difference to the consumer, in other words, your product’s benefits may not fill all the prospect’s needs. But, if you write your sales copy beforehand you won’t be worried about what your product does or does not do, can or cannot do, because of course, it does not yet exist. 

It is a thought in your mind. And that absence of a product is wonderful because after you write your sales copy, as though anything were possible, it now becomes your recipe for success. Writing the copy for now, you want to write and write and write. Don’t stop. Visualize your perfect, completed product as though anything were possible: 

- What would you want it to do if anything were possible? 

- What will it look like if anything were possible? 

- How much will it cost if anything were possible? 

Describe it in your sales copy as though you had no limits on what you could do or create. As far as you are concerned at the moment, you have no time or money constraints, the sky is the limit. Don’t be afraid to start over and write several versions of your copy if you get stuck on the first. Save them all. Write while you are still inspired by the excitement of your new idea. Obviously, before you actually put this sales letter up on your site and driving traffic to it, you will need to edit it. The same goes for any direct mail sales copy or any offline sales message.

Not only do you have a powerful piece of sales copy, but you have a blueprint for exactly what you are going to create. You have the specifications of the perfect product to fill your need. You are able to create a product based on exactly what you have described in your sales copy, filling every need, and addressing every desire. Using your product’s sales copy to keep you motivated. At times, you will feel procrastinating the work that needs to be done in order to complete your product, you may feel like “just getting it done” without regard for quality, or you may even feel like giving up entirely. 

Keeping needs of the consumer in mind using pre-written sales copy.

Certain stages of creating a product may not be pleasurable for you. At times like these, take a moment to read through your sales copy, it will motivate you and realign you with your goal. You be reminded of what you are working towards and why. You will see the value that you are creating for others, you will see the potential that your product has, and become excited about the possibility of completing the product successfully. 

The enthusiasm that was translated into your copy, since you wrote it while you were excited, will realign you with your goal and allow you to overcome the lack of motivation that stops so many other online and offline marketers from succeeding in bringing their ideas into reality.

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