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Email: [email protected]
How to brief a copywriter
If you have never briefed a copywriter before, don't worry.
Listed below are the key topics you should be thinking about (using both the 'in' jargon as well as plain English explanations/samples). It's not an aptitude test or exam - just a list of the obvious things that could help me to provide you with the best copy possible.
Nature of your business. for example -
Target audience. for example -
The job. for example -
Objective. for example -
Main competitors. (Details of their websites can be useful)
Rewrite? (ie Are you simply seeking a work-over/update of existing material?)
Research?
Tone of Voice (written style). for example -
Word Count.
Other. for example -
If you have never briefed a copywriter before, don't worry.
Listed below are the key topics you should be thinking about (using both the 'in' jargon as well as plain English explanations/samples). It's not an aptitude test or exam - just a list of the obvious things that could help me to provide you with the best copy possible.
Nature of your business. for example -
- Management consultancy.
- B2B Mail Order company.
- Local housebuilder.
- High street retailer
Target audience. for example -
- Internal staff use (such as a company induction).
- Affluent over 55s beginning to plan their retirement.
- Female, 16-19 year olds seeking budget, young, fashionable, clothing.
- Local authority service provider, middle management.
- Large company computer manager/IT director who is purchase decision maker.
- Building materials specifiers (eg architects, surveyors, lead building contractors).
The job. for example -
- Sales brochure
- White Paper
- Mail campaign
- Corporate video script
Objective. for example -
- Generating new sales leads.
- Positioning the company as a top-of-the market/midrange supplier.
- Company awareness within the marketplace.
- Detailed product descriptions for product specifiers.
- A trading website that sells direct to the consumer.
Main competitors. (Details of their websites can be useful)
Rewrite? (ie Are you simply seeking a work-over/update of existing material?)
Research?
- (Please let me know if I will have to interview people. Will I need to perform any research for information not available directly from you?)
Tone of Voice (written style). for example -
- Clear, corporate style for educated senior management.
- Conversational, warm/friendly.
- Snappy straight-to-the-point sales pitch.
- Quirky/entertaining.
Word Count.
- Sometimes you will know in advance the number of words required (typically a magazine article or an updating of an existing brochure)
Other. for example -
- (Will it be printed? Will it be electronic, such as a website? Multimedia?)
Please Email me as much of this information as you can have available.