Copywriting brief

In order to write effective selling copy for you, these are the kinds of questions we’ll first need answers to:

• Who is your target market? And what specifically will they gain from dealing with you? (What’s the benefit of using your product or service?)
• What are the key messages you want to convey?
• Who are you competing with? What differentiates you and your products from your competitor(s)?
• Is there a particular ‘tone of voice’ you want to use? If there is, then can you provide concrete examples of what you’re after – sample leaflets or sales letters, for instance?
• Which medium or media are you thinking of using – e.g. direct mail, email etc?
• Do you have any views on the best format for your message – e.g. letter, brochure, report etc?
• Roughly what length of copy do you think you’ll need? Can your message be put across in the equivalent of a single page of A4, or does it require a longer treatment, perhaps a detailed brochure?
• Does your promotional piece require simple or complex design?
• Does it need to tie in with your corporate identity or follow the style of an existing ad campaign?
• What’s your timescale?

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