Gary Bencivenga is one of the all-time greats in copywriting—and there’s a ton you can learn from him. These questions are based on his proven approach. If you’re into real, no-hype advice, check out his free newsletter at marketingmaxims.com. No pitch, just pure gold.
Based on Gary´s principle “Research Like an Obsessed Detective” and applied to the MLGS audience (Make Money Online, cold leads), here is a complete list of research questions that you can use to craft your MLGS emails. These questions will help you write copy that truly resonates—because it’s grounded in the real desires, fears, and motivations of your readers.
The blog posts that follow are based on these 28 questions. Each one takes a deep dive into a single question to give you real-world insights, examples, and strategies you can actually use to make MLGS work for you. Think of it as a practical field guide—one post at a time.
Let´s jumpstart your brain …
🔍 28 Research Questions for MyLeadGenSecret [MLGS] Copywriting
🧠 Know Your Prospect
- What is the main reason this person subscribed to MLGS or similar MMO offers?
- What specific financial goal are they hoping to reach?
- What past attempts have they made to earn money online—and why did those fail?
- What are they skeptical about when it comes to “make money online” programs?
- What daily frustrations do they face because they haven’t succeeded online yet?
- What language do they use to describe their dream lifestyle (e.g., freedom, quitting job)?
- What is the emotional trigger most likely to motivate them—fear, greed, hope, or status?
📦 Know Your Product (MLGS)
- What real problem does MLGS solve for these leads?
- What’s the simplest way to explain MLGS so it clicks instantly?
- What makes MLGS different or better than other lead generation platforms?
- What proof elements (testimonials, screenshots, case studies) can we include to build trust?
- What features or bonuses make MLGS more appealing?
- What are the most common objections to MLGS—and how can we reframe them?
- What is the “big promise” MLGS makes—and how can we make it believable?
💬 Know the Message
- What email subject line would immediately grab their attention based on their current mindset?
- What story, metaphor, or personal narrative would feel relatable and authentic?
- What benefit do they care about more than any other—and how do we put it first?
- What call-to-action feels natural and low-risk to a skeptical, info-seeking lead?
- How can we prove MLGS works without making unrealistic income claims?
🧪 Know the Market
- What types of offers or angles perform best in the MMO niche (e.g., “passive income,” “done for you”)?
- What email formats or styles (short/long, curiosity-driven, listicle) resonate best with cold leads?
- What bonuses increase conversions the most with this audience?
- What are other affiliates saying that’s working—and how can we ethically differentiate?
🔎 Know Their World
- Where else are these leads spending their time online (forums, YouTube channels, Reddit threads)?
- What influencers, courses, or “systems” do they already follow or trust?
- What past disappointments are they likely bringing into their inbox experience?
- What is their ideal first result from MLGS—something they could see in the first week?
- What beliefs or myths do they currently have that you can challenge or confirm?
