While every copywriter has their own briefing style, I use this time-honoured 8-step process to sustainable success:
I ask about your market and the key factors currently affecting it, as well as background information on your company, including existing marketing materials.
The more relevant information you can provide the better.
Your objectives and goals will ultimately drive the copywriting so I ask you to be precise about your project objectives.
• Target Audience
I ask searching questions about your target audience. The more I can understand how they tick, the better I can speak their language and engage them.
If you need a little guidance with your USP, I have a magical formula that helps you to find it.
• Features and Benefits
Together, we clearly define the main features and benefits of your product or service and we may well discover assets you hadn't previously thought of.
• Brand Personality and Tone of Voice
This part of the briefing process will inform the 'tone' of the copywriting.
• Project Scope
I ask you about word count, number of pages and other mandatory elements.
As a results-driven copywriter I talk to you about the ways we can evaluate and appraise the success of the project.
If you would like to find out more, please click here.