Briefingtemplate Copy Drayton Bird

 

General Briefng Template Good marketing comes from good briefs – and vice versa. We send this to our clients. It is essential to success, whether you are doing something yourself or employing us - or someone else

1. Ba Back ckgr grou ound nd  The rationale. Why you want to do this, where where it ts into what else you!re doing and what!s happening in the market.

 The prot margin. margin. "ow much you can a#ord to pay to get a sale or en$uiry%

"ow is this sold now% What is the process%

&ny e'amples or news about previous e#orts with results.

&nything you think you!re doing, right or wrong.

&ny thoughts or ideas you have.

Produc ductt or ser servic vice e 2. The Pro (lease describe the product or service. Try to e'plain what it does for the prospect as opposed to what it is.

"ighlight anything uni$ue and any ways in which it is di#erent, better or worse than what your competitors or alternatives o#er. o#er.

 

3. As pe pess ssoa oas s (or favour descreva um o prospect perfeito. If there is more than one person involved in making the decision say who they are.

&lso, describe their motivations, especially any emotional ones like )I don!t want to make a mistake* or )I!d like to be a hero*.

What relationship do they have with you% "ave they heard from you before% What was their reaction, if any% What do they think of you+your products or services% What worries them% What motivates them%

What problem do they face every day%

"ow can this solve+help with that problem% Give practical e'amples.

What is their role in the decision making process%

&nswer these $uestions for every group you!re talking to.

4. The oe oer r What the proposition is and details of any o#er+incentive

 

. !ha !hatt "e "ant "ant them them to to kno" kno" and and #eel .g. )I never knew that was so easy* - )it sounds right for me*, )I should consider this* etc.

$. Th The e act actio ion n What do you want them to do% "ow close to a sale do you want to get them% Weak en$uiry or strong% /ree /ree trial% 0ee a demonstration%

%. !h& ac act Why should they reply% (lease list as many reasons reason as possible, appealing to emotion and

'. !h& no not What ob1ections could they raise% &nd how would you respond to them%

(. )re )reati ative ve *e+u *e+uire iremen ments ts (lease include any restrictions e.g. black and white, no images, personalisation etc

If it is a mailing, they should refer to each item in the pack.

&lso, please include details of any copy variations re$uired if targeting di#erent segments and practical things, like tel. numbers and ref codes.

 

1,.

-ther in#ormation

(lease attach2 - 3elev elevan antt resea esearrch - Testimoni nial als s - 0ales material - 4edia - 5one - Indep Independ endent ent stat statist istic ics s or or rres esea earrch - &nyt &nythin hing g wh which ich hel helps ps in in unde unders rsta tandi nding ng tthe he product or the audience

11.

eadlines

Ideas /irst 6raft copy and an d layout2 /inal artwork