The Brief

This is just to give you an idea of some of the questions one of our copywriters may ask you – don’t worry they’re unlikely to ask them all!

General Business Info

  • Does your company have a strapline? (or any nicknames – internally and externally!)
  • In your own words… what does the business do?
  • How did it get started?
  • How would you describe your company’s brand to someone in five words or fewer? – corporate, professional, intense, casual. fun, creative, etc?
  • Which brands/companies do you see yourselves like?
  • In an ideal world, which brand would you aspire to be like – eg apple, Aston Martin, Audi, British Airways, Dyson, innocent etc?
  • Who do you see as your main competitors?
  • Who are your target audience? Who are you looking to engage and influence?
  • What is your unique selling point (USP) or point of difference (POD)?
  • What are your clients’ pain points? – i.e. what keeps them awake at 2am?
  • What do you do to solve those frustrations? – what’s the real value you offer?
  • What makes them decide to buy? What obstacles prevent them from buying?
  • What are the alternatives to your product or service? Why would someone choose those instead of you?
  • How would you describe your tone and voice?  – formal, traditional, conversational, humorous, modern, colloquial, concise, fun?
  • Have you won any awards? Do you hold Chartered status or any other qualifications? Which industry bodies do you belong to?

Project specific copy

  • What is the aim of this particular project ?
  • What do you want this piece of copy to achieve?
  • What do you want people to do as a result of reading it?
  • In light of the target audience you’ve identified, where do you imagine they live, what do they watch on TV, what do they drive, where do they go on holiday?
  • What are the key messages we need to communicate?
  • What qualities do your client testimonials tend to highlight?
  • What are the benefits of this particular product or service? – eg it makes life easier because…
  • Must Haves: Is there anything you specifically want on the page?
  • Must Not Haves: Is there anything you really don’t want mentioned?
  • When are you hoping to have the project completed by?
  • Is there a word count limit or any design preferences we need to be aware of?
  • Are there any keywords we need to include?
  • Is there any existing marketing material you can give us  to make sure the new copy fits?
  • If it’s a website project, which links of previous websites we’ve done do you like?