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 ?)