COPYWRITING BRIEF

    First Name
    Last Name
    Company
    E-mail Address
    Phone
    Website
    1.Background of the brand/product/service/company
    2. What is/are the copy for ?
    3. What are the objectives you want/hope to achieve with the copy ?
    4. What is your unique selling point ?
    5. Do you have any evidence to support your claims ? (please provide case studies, product reviews, testimonials)
    6. Who are your competitors ? (what services or products they offer to the customers, marketing tools)
    7. Target reader
    a. Primary: (please include with demographics, psychographics, buying characteristics, lifestyle)
    b. Secondary: (please include with demographics, psychographics, buying characteristics, lifestyle)
    8. What are the features, benefits and values of the product or service or brand ?
    9. What do we want the audience to ...
    i. think: what is the rational fulfillment in their mind ?
    ii. feel: what is the emotional connection in their heart ?
    iii. do: what action do we want them to take ?
    10. What is the "Tone of voice" of the copy" ?
    11. What are the mandatory elements that the copy should have ?
    12. What is the overall allocated budget for copywriting project ? (Do you wish us to suggest or have your breaking down into component parts for each phase production ?)

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