When preparing any kind of sales, marketing or customer service communication, which includes web copy, emails, sales scripts, presentations, brochures, and any other non-billing outreach, you need to understand what the customer or prospect wants, needs and fears. What problem does your product or service solve for her? What alternative products would she consider and why?
Don’t be afraid to talk to customers and ask them. If a prospect ends up not buying from you, ask what factored into his decision. If it’s not practical to talk to customers directly, then talk to your salespeople and get the customer questions, feedback and objections from them.
Take notes and give them to your professional copywriter, who will use this information to create headlines and sales copy that effectively motivates prospects.