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The kind of products or services your business offers |
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What makes your products or services different from your competitors? Your Unique Selling Point? |
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Who specifically do you want to target? (Your ideal customer) Demographic and Psychographic analysis |
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The purpose of the sales piece to be written. e.g To increase sales, create brand awareness, generate enquiries etc |
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The method of distribution. T.V, Radio, Newspaper, Direct Mail, online? |
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Personality and tone of the communication. i.e. formal, professional, hip, technical, conversational etc |
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Background to the project. e.g More competition, losing sales, recognising a problem or an opportunity etc |
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What's the core message that needs to be communicated? |
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How should the finished product look and feel? |
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Date required or deadlines |
I'll also ask for samples of your other marketing materials. This enables a better understanding of your marketing mix and ensures that your messages are clear and consistent throughout.
A brief can be compiled face to face or over the phone. Either works just fine and I've certainly done it successfully both ways.
Copies of existing marketing materials can be faxed or emailed.
Great copywriting combines the elements of tone, voice and style and specific information. This means I'll need to ask lots of questions so I can learn more about you, your business and your clients.
