Message & Media : Clue In Your Copywriter

What every copywriter wants to know that only you can tell them

You are the people who provide direction and input to writers who have the important assignment of crafting messages that generate response—whether it’s a click, call or car trip to a store or event. Most likely, you are also part of the approval process.

So even though you are not a writer, you play a key role in the success or failure of the copy and content copywriters develop because of one or all of the following:

• You know the product inside and out—its strengths, weaknesses and unique benefits.
• You understand the major motivators and buying objections that influence buyers and nonbuyers. You know the competition, its strengths
  and vulnerabilities.
• You have access to customer complaints, testimonials and much more.
• You have insights, ideas and detailed information your copywriter wants and needs to craft a compelling sales message.

What follows is a copy checklist designed to help you give direction and input to your writers. I created it for a new client who wanted to make sure he gave me all the background information I needed. While every project may not require everything outlined, this serves as a good guide.

• What is your objective? Do you want to beat the control by X percent? Generate one-step sales or qualified leads? Strengthen relationships? Introduce a new product? Increase average order size? Initiate Web site involvement? Test media, offers or other direct marketing elements? Transform a one-time trier into a second-time buyer? Generate referrals or measurable forward-to-a-friend activity? Your writer needs to understand what you want to achieve and how success will be measured.

• What is the brand personality? Is the brand upbeat and innovative or classic and conservative? Does the brand have a spokesperson? Is there an established copy voice, tone and vocabulary? Provide examples so these can be sustained.

• Who is the audience? Is the message directed to a customer or prospect? Multibuyer or first-time trier? Decision maker or decision influencer? What is the average age, household income, educational background of the targeted reader? What is the comfort level with the media selected to deliver the message (e.g., e-mail, postal mail, TV, text messaging, etc.)? The customer/prospect profile you provide helps your writer envision the individual person to whom he or she is writing instead of a sea of nameless, faceless people.

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