To write a success copy, you want to realize as a lot as you may. It is going past studying heritage substances, reviewing old advertising and marketing pieces and doing a little cursory research at the Web.
You need to get inner peoples’ heads.
Start along with your customers. They know their commercial enterprise and their clients higher than you do. (If they don’t, they should. You can help them analyze greater.)
How? Use a marketing/innovative short to get the statistics you need to ace the copywriting (and advertising) mission. (A marketing/creative quick is a tool used by ad organizations and corporate advertising and creative departments.)
Following is a advertising/creative short adapted from one I used during my stint at a Seattle ad company. Even although I now paintings solo, I nevertheless use it these days.
(Begin form)
Marketing/Creative Brief
(Note: Designed for B2B; a whole lot of this short is likewise applicable to B2C.)
Good enter is fundamental to a successful mission, marketing campaign, or advertising and marketing software. This advertising and marketing/creative short is designed to elicit appropriate input. But it takes thorough and considerate answers to your element. Please answer the subsequent questions cautiously.
1. What is the outline of the piece(s)? (Ad, Web web page, brochure, radio script, direct mail, and many others.)
2. What is the advertising awareness? (What products or services are we telling about?)
three. What is the communications problem that the piece(s) have to resolve? (Awareness, positioning or repositioning, product creation, class creation, and so on.)
four. Who is the audience? (Demographics, identify, function, obligation, and so forth.)
five. What is their factor of view approximately the product, service, category?
6. Who is the secondary audience(s), if any?
7. What business problems or problems does the product(s)/carrier(s) remedy for the target market(s)? (Efficiency problems, profitability troubles, operations issues, technology issues, and so forth.)
8. What effect do we need the piece(s) to have at the target audience(s)? (Purchase, phone name, visit Web site, request more facts, growth their focus, and so forth.)
9. What can we offer to acquire the preferred reaction? (Demos, state of affairs evaluation, income collateral, personal go to, white paper, and so on.)
10. What is the unmarried essential message we must tell the audience(s) to obtain the preferred impact? (Be as concise as viable.)
eleven. What proof is there to assist our claims? (Features and benefits, testimonials, case studies, etc.)
12. Can all people else make a similar promise?
13. Are there any generation issues to deal with? (Compatibility, operating systems, hardware necessities, and so forth.)
14. What specific enterprise troubles must be addressed? (Trends, and so forth.)
15. Are there any enterprise, product or competitive problems to be avoided?
Sixteen. What tone ought to the piece hire? (Hardhitting/extreme, educational/informative, humorous, and many others.)
17. What do you like about your present day piece(s)? (Look and feel, tone, messaging, capability, and many others.)
18. What don’t you like about your contemporary piece(s)? (Look and sense, tone, messaging, capability, and so forth.)
19. What usual impressions (appearance and sense, and so on.) would you like the piece(s) to make?
20. Will this piece(s) be used with some other pieces? (proposals, collateral, letters, and many others.)
21. How will the piece(s) be used (on-line, depart behind, trade shows, mailed, etc.) and at what factor within the sales cycle?
22. Any other comments?
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Admittedly, getting customers to answer these questions isn’t always clean.
That’s why it’s first-class to be flexible with the usage of a advertising/creative quick. You can ask the customer to fill it out. You can use it to interview the patron. You can fill it out yourself for the patron’s evaluation. Any form of collaborative method works well.
In the cease, strain in your customers that if they want extra clicks, greater leads and extra income, they need to actively take part within the input procedure.
One you have got all the records you need, you’re geared up to write a winner.
(c) 2005 Neil Sagebiel