FreeCopywriting.com - Questions to Ask Before Writing Copy

By Glenn Murray, Director of Divine Write Copywriting

Below is a comprehensive list of questions to ask yourself or a client before writing copy. The answers to these questions will form your brief.

What is the objective of this copy?
What product or service does this copy pertain to?
What point / claims does your client want to make?
Can the client supply any factual details that validate these claims?
What is the call to action?
Who is the typical audience (e.g, brain surgeon, male, 30-45, professional, affluent, physically active)?
What problem / need / situation has caused the reader to experience this copy?
How would the reader achieve their objectives without your client's offering? (e.g. "Without the client's software, they'd be required to print all of their forms, hand-write on them, get the customer to sign them, then scan the document, and manually file on the network. Our software automates this entire process and saves $1 on every document.")
What are your client's overriding / strongest or most unique selling points?
What makes your client's delivery of this product / service better than their competitors'?
How long has your client been in business?
Why did they start the business?
Why else should readers trust your client?
Does the client - or more importantly their audience - have a preference for a particular writing style (e.g.
Informal, funny, conservative, formal)?
If SEO web copy, what is the Primary Keyword Phrase for this page?
If SEO web copy, what is the Secondary Keywords for this page?