Ran into something at work I keep thinking about and can't fully resolve on my own. We onboarded a new SaaS client and the brief they sent over is essentially a list of features with no clear throughline about what problem is actually being solved. Every sentence is either a feature name or a vague claim about efficiency. There is no customer in the document anywhere. For PPC this is already painful because I need a headline that does something in 30 characters, and I can't build that out of nothing. But I kept wondering how copywriters on longer form projects handle this, because at least I have the excuse of tight character limits. A landing page has room to work and still has to start somewhere coherent. My instinct was to go back and ask better questions, which I did, and the answers were somehow also feature lists. The client knows the product very well and knows the buyer not at all. Which is maybe a common situation and I'm just discovering it late. Curious how people typically handle discovery when the client is technically fluent but has no vocabulary for what the customer actually wants. Whether that's a specific set of questions, pulling reviews from somewhere, talking to sales, whatever. Not looking for a framework, just want to know what has actually worked for someone.   submitted by   /u/Busy-Pudding-5947 [link]   [comments]