Builders use blueprints, trial lawyers create case workups and football coaches follow game plans. For us freelance copywriters, it's the “creative brief” or what I call the project brief that serves as a guide.
My project brief gets sent to every client at the start and includes questions that will help me understand their business, their customers and our goals.
I’m often surprised
The surprise comes not from their answers, but from the fact that many clients are considering these questions for the first time. Questions like…
- What are the key motivations that drive your customers to buy your product or service?
- What problem is the client trying to solve with your product/service?
- What makes your product/service unique?
- How does it differ from that of your competitors?
If someone isn’t sure or has to think about it and get back to me, it usually (not always) means a couple of things…
- They probably don’t have a strategic marketing plan
- Their advertising or marketing efforts are probably driven by the business owner’s perceptions and/or outside influences (ad sales people, etc.).
Don’t let this be you. Talk to your customers and find out why they like your product. What is it about your service that keeps them coming back? And really analyze what makes your product unique so you can leverage that and fine-tune your marketing.
By the way, answers like “We’re different because we provide superior customer service,” don’t count. I hear that almost every single time. In fact, consumers are so jaded by that claim, they don’t believe it anymore.
Want a copy of my project brief? You won't be hassled with follow-up calls from me. Just ask for a copy and I’ll send you one.
(Photo by Laffy4k)