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What a copywriter will need from you

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Essential Information Your Copywriter Needs: A Comprehensive Guide

 

In today's content-driven digital landscape, the role of a skilled copywriter is more crucial than ever. Whether you're launching a new product, revamping your website, or crafting a marketing campaign, providing your copywriter with the right information is key to achieving outstanding results. This expanded guide delves deeper into each aspect of the briefing process, ensuring you equip your copywriter with everything they need to create compelling, effective content that drives your business forward.

 

1. Understanding Your Brand

 

A strong brand identity is the foundation of effective copywriting. Your copywriter needs to immerse themselves in your brand's essence to create content that truly resonates with your audience and represents your company accurately.

 

1.1 Brand History and Values

 

Start by sharing a detailed account of your company's journey. Include:

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- The founding story: What inspired the creation of your company?

- Key milestones: Significant achievements, product launches, or company expansions

- Evolution of the brand: How has your brand grown or pivoted over time?

- Core values: The fundamental beliefs that guide your business decisions

- Mission statement: Your Company’s purpose and long-term objectives

 

According to a study by the Harvard Business Review, companies with a strong sense of purpose outperformed the S&P 500 by a factor of 14 between 1998 and 2013. Communicating your brand's purpose and values to your copywriter enables them to infuse this powerful element into your content.

 

1.2 Brand Voice and Personality

 

Your brand's voice is its unique way of communicating with the world. To help your copywriter capture this voice:

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- Describe your brand as if it were a person: Is it friendly and approachable, or professional and authoritative?

- Provide a list of adjectives that describe your brand's personality

- Share examples of content that exemplify your desired tone

- Highlight any specific language or phrases that are central to your brand communication

 

A consistent brand voice can increase revenue by up to 23%. Therefore, it's crucial that your copywriter understands and can replicate your brand's unique voice across all content.

 

1.3 Visual Brand Elements

 

While copywriters focus on words, understanding your visual brand elements helps create a cohesive brand experience. Provide:

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- Brand guidelines document

- Logo usage rules and variations

- Color palette with hex codes

- Typography preferences, including fonts for headings and body text

- Examples of imagery styles that align with your brand

 

Research shows that consistent brand presentation across all platforms can increase revenue by up to 33%. By aligning verbal and visual elements, your copywriter can create content that strengthens your overall brand identity.

 

2. Target Audience Insights

 

Understanding your audience is crucial for creating copy that resonates and drives action. Provide your copywriter with in-depth audience insights to ensure their work hits the mark.

 

2.1 Demographic Information

 

Go beyond basic demographics and provide detailed information such as:

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- Age range and generational cohorts (e.g., Millennials, Gen Z)

- Gender distribution

- Geographic location (local, national, or international)

- Income levels and socioeconomic status

- Education levels

- Occupation types or industries

 

According to a report by Salesforce, 66% of customers expect companies to understand their unique needs and expectations. Detailed demographic information helps your copywriter tailor content to meet these expectations.

 

2.2 Psychographic Profile

 

Psychographics delve into the psychological aspects of your audience:

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- Interests and hobbies

- Values and beliefs

- Lifestyle choices

- Attitudes and opinions

- Personality traits

- Buying behaviours and preferences

 

A study by the Journal of Consumer Research found that marketing messages tailored to the psychological characteristics of individuals were up to 50% more effective than generic messages. Equipping your copywriter with this information allows for highly targeted and effective content creation.

 

2.3 Customer Personas

 

Detailed customer personas bring your target audience to life:

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- Create 3-5 distinct personas representing your primary customer segments

- Include name, age, occupation, and a brief backstory for each persona

- Outline their goals, challenges, and pain points

- Describe their typical day and decision-making process

- Include quotes or sample language they might use

 

HubSpot reports that using marketing personas made websites 2-5 times more effective and easier to use by targeted users. Sharing these personas with your copywriter ensures they craft content that speaks directly to your ideal customers.

 

3. Project-Specific Details

 

Clear project briefs are essential for successful copywriting outcomes. Provide comprehensive information for each project to guide your copywriter effectively.

 

3.1 Project Objectives

 

Clearly define what you want to achieve with the copywriting project:

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- Specific goals (e.g., increase website conversions by 20%)

- Target metrics (e.g., click-through rates, time on page)

- Long-term and short-term objectives

- How the project fits into your overall marketing strategy

 

According to the Content Marketing Institute, marketers who set goals are 429% more likely to report success than those who don't. Share these goals with your copywriter to ensure their work aligns with your business objectives.

 

3.2 Key Messages and USPs

 

Outline the core messages and unique selling propositions:

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- Primary message you want to communicate

- Secondary supporting messages

- Unique features or benefits of your product/service

- Your value proposition

- Any specific claims or statistics to include

 

Research by Nielsen shows that highlighting key benefits in the first 10 seconds of exposure increases brand recall by 32%. Equipping your copywriter with clear USPs ensures they emphasize your most compelling selling points.

 

3.3 Call-to-Action (CTA)

 

Specify the desired action you want readers to take:

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- Primary CTA for the project

- Secondary CTAs, if applicable

- Preferred language or phrasing for CTAs

- Any offers or incentives to include (e.g., limited-time discounts)

 

A study by Unbounce found that using a single CTA on landing pages increased conversions by 62%. Provide clear CTA guidance to your copywriter to maximize the effectiveness of your content.

 

3.4 Technical Specifications

 

Detail the technical requirements for the project:

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- Word count or character limits

- Format requirements (e.g., blog post, email, landing page)

- SEO keywords and phrases to include

- Meta description and title tag requirements

- Any specific structural elements (e.g., bullet points, numbered lists)

 

According to Backlinko, the average Google first page result contains 1,447 words. Providing clear technical specifications ensures your copywriter creates content optimized for both search engines and user experience.

 

4. Competitive Landscape

 

Understanding your market position helps your copywriter create content that sets you apart from competitors.

 

4.1 Main Competitors

 

Identify your primary competitors:

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- Direct competitors offering similar products/services

- Indirect competitors solving the same problem differently

- Provide links to their websites, social media profiles, and key marketing materials

 

A survey by Crayon found that 41% of businesses have increased their competitor analysis efforts. Sharing this competitive intelligence with your copywriter enables them to create content that highlights your unique advantages.

 

4.2 Competitive Advantages

 

Highlight what makes your offering superior:

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- Unique features or capabilities

- Pricing strategy and value proposition

- Customer service approach

- Expertise or thought leadership in your industry

- Awards, certifications, or recognitions

 

According to PwC, 73% of consumers point to customer experience as an important factor in their purchasing decisions. Ensure your copywriter emphasizes your competitive advantages to differentiate your brand effectively.

 

4.3 Industry Trends

 

Keep your copywriter informed about relevant industry developments:

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- Current market trends affecting your business

- Emerging technologies or innovations in your field

- Changes in customer behaviour or preferences

- Regulatory changes impacting your industry

- Predictions for future market developments

 

Deloitte reports that 58% of consumers consider a company's reputation when making a purchasing decision. By incorporating industry trends, your copywriter can position your brand as a forward-thinking industry leader.

 

5. Resources and References

 

Equip your copywriter with comprehensive resources to ensure accurate and compelling content creation.

 

5.1 Existing Marketing Materials

 

Provide access to your current marketing collateral:

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- Website content and analytics

- Brochures and print materials

- Social media profiles and performance data

- Case studies and white papers

- Press releases and media coverage

 

According to the Content Marketing Institute, 65% of the most successful content marketers have a documented content marketing strategy. Sharing your existing materials helps your copywriter align new content with your overall marketing strategy.

 

5.2 Subject Matter Experts

 

Identify key personnel who can provide additional insights:

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- Names and roles of in-house experts

- Areas of expertise for each contact

- Preferred method of communication (e.g., email, phone, in-person meeting)

- Any time constraints or scheduling preferences

 

A study by Edelman found that technical experts are considered the most credible spokespeople for a company. Connecting your copywriter with subject matter experts ensures the content is both accurate and authoritative.

 

5.3 Style Guide

 

If you have a specific style guide, share it with your copywriter:

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- Preferred writing style (e.g., AP, Chicago)

- Tone and voice guidelines

- Formatting preferences

- Commonly used terms and phrases

- Words or phrases to avoid

 

Consistent brand messaging across all customer touchpoints can increase revenue by up to 23%. A comprehensive style guide helps your copywriter maintain this consistency.

 

6. Feedback and Revision Process

 

Establish clear expectations for the review and revision process to ensure smooth collaboration.

 

6.1 Review Timeline

 

Set realistic deadlines for each stage of the project:

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- Initial draft submission

- Client review period

- Revision rounds

- Final approval and delivery

 

According to a survey by Workfront, 57% of marketing teams cite poor processes as the biggest reason for missed deadlines. Clear timelines help keep the project on track and ensure timely delivery.

 

6.2 Feedback Channels

 

Specify how and to whom feedback should be provided:

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- Preferred communication tools (e.g., email, project management software)

- Key stakeholders involved in the review process

- Format for providing feedback (e.g., tracked changes, comments)

 

A study by McKinsey found that improved communication and collaboration through social technologies could raise the productivity of knowledge workers by 20 to 25%. Establish efficient feedback channels to maximize productivity and ensure clear communication.

 

6.3 Revision Limits

 

Clarify the number of revision rounds included in the project scope:

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- Number of revisions included in the initial quote

- Process for requesting additional revisions

- Any additional costs associated with extra revisions

 

Setting clear expectations regarding revisions can prevent scope creep and ensure the project remains within budget and timeline constraints.

 

7. Legal and Compliance Considerations

 

Ensure your copywriter is aware of any legal or regulatory requirements that may affect the content.

 

7.1 Industry Regulations

 

Inform your copywriter about industry-specific regulations:

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- Advertising standards relevant to your industry

- Disclosure requirements for sponsored content

- Privacy laws and data protection regulations (e.g., GDPR, CCPA)

- Sector-specific guidelines (e.g., financial services, healthcare)

 

According to the FTC, failure to disclose material connections between advertisers and endorsers is a violation of the FTC Act. Providing clear guidance on regulatory requirements helps your copywriter create compliant content.

 

7.2 Trademark and Copyright Information

 

Provide clear instructions on the usage of protected material:

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- List of trademarked terms and proper usage guidelines

- Copyright information for images, graphics, or other media

- Necessary attributions or citations

- Any required disclaimers or legal notices

 

A report by the World Intellectual Property Organization highlights the importance of proper trademark use in maintaining brand value. Equipping your copywriter with this information ensures they create content that protects your intellectual property.

 

By providing your copywriter with this expanded, comprehensive information, you set the stage for a highly successful collaboration. This thorough briefing process not only streamlines the content creation workflow but also results in more targeted, effective copy that aligns perfectly with your brand identity and business objectives.

 

Remember, investing time in a detailed briefing process pays dividends in the quality and effectiveness of the final content. By equipping your copywriter with in-depth knowledge and clear guidelines, you empower them to create compelling copy that drives your business forward and resonates with your target audience.

 

 

Internal Linking Opportunities:

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1. Link "Brand guidelines" A detailed article about creating effective brand guidelines.

2. Link "Customer personas" A step-by-step guide on developing customer personas.

3. Link "SEO keywords" An in-depth article about SEO best practices for copywriting.

4. Link "Content marketing strategy" A comprehensive guide on developing a content marketing strategy.

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Conclusion

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Having a thorough understanding of the information your copywriter needs is crucial for producing high-quality, effective content. By providing clear, detailed information about your brand, audience, goals, and preferences, you lay the groundwork for an effective, engaging copy. Clear communication and collaboration between yourself and your copywriter, not only streamlines the process but also ensures that the final product aligns perfectly with your vision. Ultimately, when you equip your copywriter with the right tools and insights, you enhance the quality of the content and drive better results, fostering a productive partnership that contributes to your overall success.

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External Sources:

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1. Harvard Business Review - The Business Case for Purpose: https://hbr.org/resources/pdfs/comm/ey/19392HBRReportEY.pdf

2. Lucidpress - The Impact of Brand Consistency: https://www.lucidpress.com/pages/resources/report/the-impact-of-brand-consistency

3. Forbes - The Power Of Brand Consistency: https://www.forbes.com/sites/gabrielshaoolian/2018/08/10/10-marketing-web-design-branding-statistics-to-help-you-prioritize-business-growth-initiatives/

4. Salesforce - State of the Connected Customer: https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/

5. Journal of Consumer Research - The Effectiveness of Tailored Marketing Messages: https://academic.oup.com/jcr/article-abstract/35/2/231/1806111

6. HubSpot - The Marketer's Guide to Developing a Strong Brand Identity: https://blog.hubspot.com/marketing/brand-identity

7. Content Marketing Institute - B2B Content Marketing Research: https://contentmarketinginstitute.com/wp-content/uploads/2019/10/2020_B2B_Research_Final.pdf

8. Nielsen Norman Group - How to Design for Short Attention Spans: https://www.nngroup.com/articles/short-attention-spans/

9. Unbounce - The Conversion Benchmark Report: https://unbounce.com/conversion-benchmark-report/

10. Backlinko - We Analyzed 11.8 Million Google Search Results: https://backlinko.com/search-engine-ranking

11. Crayon - State of Competitive Intelligence Report: https://www.crayon.co/state-of-competitive-intelligence

12. PwC - Experience is everything: Here's how to get it right: https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf

13. Deloitte - Global Marketing Trends: https://www2.deloitte.com/content/dam/insights/us/articles/2021-global-marketing-trends/DI_2021-Global-Marketing-Trends.pdf

14. Content Marketing Institute - B2B Content Marketing 2020: https://contentmarketinginstitute.com/wp-content/uploads/2019/10/2020_B2B_Research_Final.pdf

15. Edelman - Trust Barometer: https://www.edelman.com/trust/2021-trust-barometer

16. Lucidpress - The State of Brand Consistency: https://www.lucidpress.com/pages/resources/report/the-state-of-brand-consistency

17. Workfront - State of Work Report: https://www.workfront.com/campaigns/state-of-work

18. McKinsey - The social economy: Unlocking value and productivity through social technologies: https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/the-social-economy

19. Federal Trade Commission - Disclosures 101 for Social Media Influencers: https://www.ftc.gov/system/files/documents/plain-language/1001a-influencer-guide-508_1.pdf

20. World Intellectual Property Organization - Brands: Reputation and Image in the Global Marketplace: https://www.wipo.int/publications/en/details.jsp?id=4220