Written from Experience

The Brief

The briefing meeting is your opportunity to tell me everything I need know to write your copy. Apart from going through the actual content and the features and benefits of your products or services, I’ve written the following questions as a guide, to the sorts of questions I’ll also ask.

  1. Would you like copy written from scratch or do you require a re-write? If the copy exists, where can I read it?

  2. What do you hope to achieve with the copy? What is the primary purpose?

  3. What is the image you want to present of your company?

  4. Describe your customers or clients?

  5. Who are your main competitors?

  6. What sets your organisation apart from your competitors? What do you do differently? Why would a customer use your services over your competitors?