Copywriting Brief | Story Republik

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Name of the company

Your company tagline or motto.

A contact person for the project.

Project-Specific Information

Project description: What is it we’re doing here?

Scope and inclusions: To make sure I don’t miss anything out.

Objectives: What is it you need this piece to achieve?

Target audience: Who exactly are you appealing to?

Call to action: What do you want your audience to do as a result?

Tone and style: What kind of vibe do you want this piece to have?

Deadlines: When do you need the final draft done by?

Constraints: Are there any constraints such as word count or design?

Keywords: List your keywords?

General Business Information

Company background & values: How did you get started? What is your company philosophy?

Customer pain points: What keeps your clients awake at 2am? What influences their decision to buy?

Barriers to purchase: What makes it difficult to decide/buy?

Value proposition: What do you do to solve those frustrations? What’s the real value you offer?

Competitors and industry bodies: What’s happening in the market/industry you work in?

Alternatives: What are the alternatives to your product or service?

Your Point of Difference: How are you different? What makes you so special?

Testimonials: Do you have any quotes or testimonials from clients?

Brand personality: Describe the personality of your business in five words or fewer.

Existing marketing material: What are you doing currently? I can ensure your new copy complements your current marketing.

Clubs, industry memberships & awards: Ways in which you validate your expertise?

Project-Specific Information

For each page or business service, detail:

Objectives [if they differ from the project objectives].

The Features.

The Benefits each feature actually provides.

Why someone would choose this over another product or service.

Call to action [if it differs from the project call to action].

Must Haves: Is there anything you specifically want on the page?

Must Not Haves: Is there anything you really don’t want mentioned?