Copywriting Platform
This is the copywriting platform I've developed for use with clients. We use it to try to figure out what they want written, how they want it written, and so on. Feel free to use it as a template for working with us or your own projects.
Project Details
Company:
Project:
Today's Date:
Project Deadline:
Target length (words/pages):
Project:
Today's Date:
Project Deadline:
Target length (words/pages):
Overall Information
Project Description:
What is the big promise or USP? What'st he big deal?
Is there an urgency point we can address?
What is the big promise or USP? What'st he big deal?
Is there an urgency point we can address?
Medium/Format
__ White Paper
__ Case Study
__ Article
__ PR
__ User Guide
__ Release Note
__ Online Help
__ FAQ
__ Web site copy
__ E-commerce/Landing page copy
__ Presentation
__ Other multimedia
__ Direct marketing (print)
__ Direct marketing (online)
__ Email copy
__ Other:
__ Case Study
__ Article
__ PR
__ User Guide
__ Release Note
__ Online Help
__ FAQ
__ Web site copy
__ E-commerce/Landing page copy
__ Presentation
__ Other multimedia
__ Direct marketing (print)
__ Direct marketing (online)
__ Email copy
__ Other:
Intent of Piece
__ Educate
__ Inform
__ Persuade
__ Thought Leadership
__ Generate Leads
__ Sell Directly
__ Inform
__ Persuade
__ Thought Leadership
__ Generate Leads
__ Sell Directly
Tone/Style of the Piece
(i.e., academic, conversatioal, legalistic, etc)
Audience
Primary Audience:
Secondary Audience:
What is the UNVOICED FEAR or DESIRE?
Secondary Audience:
What is the UNVOICED FEAR or DESIRE?
The Offer
What is the offer?
Key Features?
Overt Benefit?
Overt Differentiator?
Secondary Benefits?
Key Features?
Overt Benefit?
Overt Differentiator?
Secondary Benefits?
Evidence
Statistics that back up claims:
Testimonials:
"Kitchen Logic":
Other Evidence:
Testimonials:
"Kitchen Logic":
Other Evidence:
Objections & Reassurances
What objections will audience have about offer?
What Reassurances can we give the audience (guarantees, expert support, etc)?
What Reassurances can we give the audience (guarantees, expert support, etc)?
Miscellaneous questions
Can audience demo or test drive the product? If so, how?
Please list any and all competition (with URLs):
Yes, STATUS QUO is competition!
Is there anything else we need to know about the audience or offer?
Is there anything else we've missed?
Please list any and all competition (with URLs):
Yes, STATUS QUO is competition!
Is there anything else we need to know about the audience or offer?
Is there anything else we've missed?
Last but not least
Can't forget this....
1. We will need as much background material as you can provide us:
* newspaper clippings
* product marketing data sheets
* presentations
* technical/qa notes
* technical manuals
* blog postings
* forum discussions
* press releases
* technical specifications
* marketing design documents
2. We will also need access to your SMEs and marketing personnel in order to ask questions and interview them.
* newspaper clippings
* product marketing data sheets
* presentations
* technical/qa notes
* technical manuals
* blog postings
* forum discussions
* press releases
* technical specifications
* marketing design documents
2. We will also need access to your SMEs and marketing personnel in order to ask questions and interview them.
