22 Questions to Ask Before You Write a Single Word
Below is a MRR and PLR article in category Writing Speaking -> subcategory Copywriting.
22 Essential Questions to Consider Before Writing
Summary:
Successful copywriting requires deep understanding beyond just research and analysis. It's crucial to understand the mindset of your audience to craft compelling content.
Understanding Your Audience: Beyond Basics
Crafting effective copy involves more than just reviewing background materials or conducting basic online research. You need to delve into the minds of your clients and their customers.
Start with the Client
Your clients possess the most knowledge about their business and customers (and if not, you can assist them in gaining this insight). A marketing/creative brief is an excellent tool to collect crucial information for your copywriting projects.
Using a Marketing/Creative Brief
Below is a marketing/creative brief inspired by my experience at a Seattle ad agency. Though I now work independently, I still find it invaluable.
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Marketing/Creative Brief
(Note: This is tailored for B2B but can also apply to B2C.)
Good input is the cornerstone of a successful campaign or marketing program. This brief is designed to extract meaningful insights. Thorough and thoughtful responses are essential.
1. Describe the piece(s): (Ad, website, brochure, radio script, direct mail, etc.)
2. Define the marketing focus: (Products or services being highlighted)
3. Identify the communication problem: (Awareness, positioning, product introduction, etc.)
4. Who is the audience? (Demographics, job title, responsibilities, etc.)
5. What is their perspective on the product/service/category?
6. Is there a secondary audience?
7. What issues does the product/service address for the audience? (Efficiency, profitability, etc.)
8. Desired impact on the audience: (Purchase, phone call, website visit, etc.)
9. Incentives to drive response: (Demos, evaluations, visits, white papers, etc.)
10. Single essential message: (Concise and impactful)
11. Evidence supporting claims: (Features, testimonials, case studies)
12. Can someone else make a similar promise?
13. Technology considerations: (Compatibility, systems, hardware)
14. Specific industry issues: (Trends, regulations, etc.)
15. Industry or competitive issues to avoid:
16. Desired tone of the piece: (Serious, informative, humorous, etc.)
17. Positive aspects of current materials: (Design, tone, messaging)
18. Negative aspects to improve: (Design, tone, messaging)
19. Overall desired impression: (Look, feel, tone)
20. Integration with other materials: (Proposals, collateral, letters)
21. Usage of the piece(s): (Online, trade shows, mailings)
22. Additional comments:
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Facilitating Client Collaboration
Engaging clients in this process can be challenging. Be flexible with the brief: let clients fill it out, use it as an interview guide, or complete it for client feedback. Collaboration is key.
Emphasize to clients that their active participation is crucial if they aim for more clicks, leads, and sales.
Once you gather all necessary information, you'll be equipped to craft compelling copy.
(c) 2005 Neil Sagebiel
You can find the original non-AI version of this article here: 22 Questions to Ask Before You Write a Single Word.
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