- What keeps them awake at night?
- What are they afraid of?
- What are they angry about? Who are they angry at?
- What are their top 3 daily frustrations?
- What trends are occurring or will occur in their business or lives?
- What do they secretly desire most?
- Is there a built in bias to the way they make decisions? (example engineers are analytical)
- Do they have their own language
- Who else is selling something similar to their product and how?
- Who else has tried selling something similar and how has it failed?
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Copywriting