One of the fun things about working as a copywriter, is that we get to learn lots of facts about lots of products and services by various companies and their brands. One might think that it's good to be an expert on a subject within a specific field (but for medicine thanks to its strict regulations), but it's rather the opposite.
With all knowledge, prejudice and assumptions increase. This can make campaigns lose their aim, or worse, not even be understandable by neither the consumer, nor the business. Instead, knowing nothing, or very little about a subject (product group or type of service), makes us delve into learning about it with an open mind and an open heart, evoking the same curiosity we would like the target audience to have.
Who is this product for?
What is good with it?
What doesn't work and what is being done to correct or improve this?
What problem can be solved by using this product or service?
What is the story behind its invention?
Which competitors does it have?
Which price point does it have and is this the desired positioning?
What will the customer know, feel and do when using this product or service?
By not knowing too much in advance, we can approach the assignment with a broader perspective that holds more creative possibilities.
What are you curious about?