Copywriting
Copywriting Brief
Video
Video Advertising Brief
TV Commercials
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Video Advertising Brief
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Name of the company
Email
Your company tagline or motto.
A contact person for the project.
Type of Video
How will this be made?
Duration?
Tone
Background: What's the big picture? What's going on in the market? Who are the biggest competitors?
Objective: what is the goal of the ad or campaign? Write a concise statement of the effect the ad should have on consumers. Typically expressed as an action. And frequently focused on what the ad should make the audience think, feel, or do.
Example: The primary objective is to persuade the audience to buy and use O Earth laundry detergent, as well as to create and characterize this new brand.
Target audience: who are we talking to? Who are they? How old are they? Where are they? What is their gender? What is their income and lifestyle? What else do we need to know about them?
Example: We are looking primarily at urban women, 18 - 34, with household incomes over 50K per year. But the most important fact about this audience is that it is evolving, with race and ethnicity reflecting the increasing diversity of the US population. The magic word is "multicultural."
What is your product/service and what does it do?
What’s the benefit? What is the single most important benefit that will appeal to your target audience? Why is this important to your customer? Are there secondary benefits?
Reasons why: what are the most compelling reasons to believe, to try, to buy? List the rational and emotional reasons for consumers to believe what you say, to try the product, to buy the service. Include any major selling points listed in order of relative importance to the consumer.
Example: 1) Dirt killer. New, scientifically advanced formula, aggressively targets and removes wide variety of dirt, stains and grease. 2) Earth lover. New plant based chemistry breaks down completely and naturally in the environment leaving no harmful chemicals.
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?
Your Point of Difference: How are you different? What makes you so special?
Why someone would choose this over another product or service.
Clubs, industry memberships & awards: Ways in which you validate your expertise?
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.
Must Haves: Is there anything you specifically want in the video?
Must Not Haves: Is there anything you really don’t want mentioned?
What are the mandatory elements?
Example: Tag lines, logo and website address.
Call to Action
Do you want viewer to call a number, visit a website, visit a physical location or something else?
Deadlines: When do you need the final draft done by?
