If you want to improve the quality of your ‘marketing words’, a written copywriting brief will clarify your thinking. It will help you to produce better results – whether you are doing the writing or whether someone else is.
Within the brief:
* State your objectives clearly.
* What business challenge will the writing solve?
* What are we selling?
* What does the product / service do?
* What is the identity of the product / service?
* How does it work?
* Key features?
* What are the benefits? (Create a Benefits List).
* How is our product / service better than the competition?
* What market segment are we communicating with?
* Describe a typical member of the market segment.
* What needs do they have (which we can help them with)?
* What are our key messages – for this segment?
* What else can we talk about?
* What proof can we offer? (Testimonials; research; statistics; surveys).
* How will we include our contact details?
* What sort of call to action will there be?
As always, any questions – just ask!
Since he trained as a professional copywriter, Nigel has written over a million words of copy for advetisements, direct mailshots, web pages, newsletters and every other form of ‘marketing words. His services include copywriting training.