Message & Media: Clue In Your Copywriter
Most of you reading this column probably aren’t copywriters. It’s more likely you are business owners, product managers or marketing/advertising directors.
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
- 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.