To write successful copy, you need to know as much as you can. It goes beyond reading background materials, reviewing old marketing pieces and doing some cursory research on the Web.

You need to get inside peoples’ heads.

Start with your clients. They know their business and their customers better than you do. (If they don’t, they should. You can help them learn more.)

How? Use a marketing/creative brief to get the information you need to ace the copywriting (and marketing) assignment. (A marketing/creative brief is a tool used by ad agencies and corporate marketing and creative departments.)

Following is a marketing/creative brief adapted from one I used during my stint at a Seattle ad agency. Even though I now work solo, I still use it today.

(Begin form)

Marketing/Creative Brief

(Note: Designed for B2B; much of this brief is also applicable to B2C.)

Good input is key to a successful project, campaign, or marketing program. This marketing/creative brief is designed to elicit good input. But it takes thorough and thoughtful answers on your part. Please answer the following questions carefully.

1. What is the description of the piece(s)? (Ad, Web site, brochure, radio script, direct mail, etc.)

2. What is the marketing focus? (What products or services are we telling about?)

3. What is the communications problem that the piece(s) must solve? (Awareness, positioning or repositioning, product introduction, category introduction, etc.)

4. Who is the audience? (Demographics, title, function, responsibility, etc.)

5. What is their point of view about the product, service, category?

6. Who is the secondary audience(s), if any?

7. What business problems or issues does the product(s)/service(s) solve for the audience(s)? (Efficiency issues, profitability issues, operations issues, technology issues, etc.)

8. What effect do we want the piece(s) to have on the target audience(s)? (Purchase, phone call, visit Web site, request more information, increase their awareness, etc.)

9. What can we offer to achieve the desired response? (Demos, situation evaluation, sales collateral, personal visit, white paper, etc.)

10. What is the single essential message we must tell the target audience(s) to achieve the desired effect? (Be as concise as possible.)

11. What evidence is there to support our claims? (Features and benefits, testimonials, case studies, etc.)

12. Can anyone else make a similar promise?

13. Are there any technology issues to address? (Compatibility, operating systems, hardware requirements, etc.)

14. What specific industry issues must be addressed? (Trends, etc.)

15. Are there any industry, product or competitive issues to be avoided?

16. What tone should the piece employ? (Hardhitting/serious, educational/informative, humorous, etc.)

17. What do you like about your current piece(s)? (Look and feel, tone, messaging, functionality, etc.)

18. What don’t you like about your current piece(s)? (Look and feel, tone, messaging, functionality, etc.)

19. What overall impressions (look and feel, etc.) would you like the piece(s) to make?

20. Will this piece(s) be used with any other pieces? (proposals, collateral, letters, etc.)

21. How will the piece(s) be used (online, leave behind, trade shows, mailed, etc.) and at what point in the sales cycle?

22. Any other comments?

(End form)

Admittedly, getting clients to answer these questions isn’t always easy.

That’s why it’s best to be flexible with the use of a marketing/creative brief. You can ask the client to fill it out. You can use it to interview the client. You can fill it out yourself for the client’s review. Any sort of collaborative approach works well.

In the end, stress to your clients that if they want more clicks, more leads and more sales, they need to actively participate in the input process.

One you have all the information you need, you’re ready to write a winner.

(c) 2005 Neil Sagebiel

Copywriters often disagree on whether a short sales piece with lots of white space is better or whether long and detailed is the way to go. The long and short of the debate is this… what type of buyer are you targeting?

There are basically 2 kinds of buyers.

1. The Impulsive Buyer
This is the kind of guy with “places to go and people to see” and not a whole lot of time to do it in. Typically, he’ll skim the headlines and subtopics, glance at the photos and captions, and make a snap decision.

2. The Analytical Buyer
This group of buyers believes that the proof is in the details. They’ll read everything… including the fine print.

It stands to reason that successful copy will address the needs of both buyers… regardless of length. Let’s look at what you need to do to reach both buyers.

How to reach….

The Impulsive Buyer

1. Use attention getting headlines and sub headlines.
2. Capitalize of graphics that enhance your message…
Photos
Captions
Varying fonts and font sizes
Shading
Use Bold Headlines
Highlight with shaded areas or bullets

The Analytic Buyer

1. Use the headlines, sub headlines, and graphics for the impulsive buyer as guides. Add the detailed information the analytic buyer needs under the proper heading, and you’ve got a winning marketing piece that is guaranteed to be successful

Inside knowledge of how your potential buyers react is the key to getting their attention… and extra income. The fact that the needs of the impulsive buyer and the analytical buyer overlaps is a bonus for you, the copywriter!

=> Step #1 – WHO DO YOU THINK YOU`RE TALKING TO?

Before you sit down to write your email sales letter, you`ve got to determine exactly who your audience is. This is a master key to getting results from email marketing.

Ask yourself these questions:

– What do your prospects/customers want?
– What frustrates your prospects/customers most?
– Who else is selling something similar to you?
– Why should your prospects/customers believe you?
– Why should prospects/customers respond to you instead of someone else?
– What kind of appeals will your target market respond to?

=> Step #2 – A GREAT SUBJECT IS YOUR OBJECT

Before an email can generate results, recipients need to open it. But what can you do to spark their interest and get their interest “motor” revved up?

Your SUBJECT LINE is the key.

There are four types of email formulas you can use as a guide in crafting your email. Each has a different PSYCHOLOGICAL APPEAL that works like magic on consumers. Here are some examples:

– State a powerful benefit – “Empowerism Satisfies Your Need for Leads”

– Pique curiosity – “Empowerism Has Uncovered the Secrets of Success”

– Write your subject line with a news angle – “Empowerism Launches RSVP For Those Who Want to Double Their Money Fast!”

– Offer Immediate Gratification – “With Empowerism RSVP, you can start the money wheels turning before the sun goes down tonight”

Here`s an important “homework assignment”: Write at least 25 SUBJECT LINES before you decide on which one to use. Take the best two and test them against each other in your marketing campaign. (Save the “losers” to use for other purposes or spruce up later.)

=> Step #3 – WHAT`S IN IT FOR THEM?

Sit down and write every conceivable benefit your product has. Don`t know the difference between features and benefits? Features describe the product; benefits describe the results of using the product. Features appeal to logic…logic justifies emotion…emotion drives sales (see below).

Here`s a rule of thumb for benefits: ask yourself “What can my product or service do for my customer?” Then begin to write your letter telling your reader WHAT`S IN IT FOR THEM. Tell them how much better life will be for them after they buy from you. Tell them how much better they`ll feel. Tell them how their peers will respect them more.

=> Step #4 – AN EMOTIONAL APPEAL

When promoting anything to anybody, you must remember that buying decisions are based upon emotion and later backed up by logic. Before you write a single word, determine what emotional hot buttons you need to push to “jumpstart” your prospect.

Selling health supplements? Go for the “fear of illness” button with “A Natural Way to Save Your Eyesight.” Selling political bumper stickers? Hit the “anger” button with: “Let the President Know What You Think of His Policies.” Other buttons include: curiosity, greed, ego, vanity, hope, and/or fear of scarcity or security.

=> Step #5 – A NAME YOU CAN TRUST

To convince people to buy your product or service, you must make them believe that your offer is credible and that you (or your product) will deliver as promised.

How do you do that? Here are three ways you can build credibility with the readers of your sales letter:

– Provide testimonials.
– Include endorsement letters from authority figures in your industry
– Make your offer and promises sincere and believable.

=> Step #6 – A GUARANTEE

Nowadays, trying to sell without some type of guarantee is a losing proposition. You`ve got to have one. And the stronger your guarantee, the better your response will be. And, believe it or not, although most people will NOT ask for a refund, they`ll trust your offer knowing that you stand behind it.

You can offer a 24-hour, 30-day, 60-day, 90-day, or even a full-year. And here`s an interesting fact: The longer the time period, the fewer returns you`ll have! It`s human nature to procrastinate, so the more time someone thinks they have to get a refund, the more they`ll put it off or forget about the refund altogether.

=> Step #7 – DON`T FORGET TO ASK

It happens all the time. Someone makes a fantastic sales presentation, and then doesn`t close the deal because he/she didn`t clearly ask for the order or made the process confusing rather than simple.

– From the Research Department: Statistics show that you need to ask for the order at least three times to close substantial sales. (Some studies put the number at 7!)

If you can, offer several ways for your prospects to order — consumers love choice. It tells them, “You`re talking directly to me and meeting my unique needs.” If you only offer one way to order, make it crystal clear how AND how easy it is. Describe it in detail and ask for the order. Then ask again.

=> Step #8 – THE EYES HAVE IT

It`s a well-known fact: Large blocks of copy are intimidating and will often send people running for the hills or at least the Delete button.

The solution? Break up paragraphs into two to four sentences. Use several subheadings throughout the email letter. And use asterisks, dashes, and ellipses (…) to give your copy more rhythm. Bullet points are excellent eye-catchers – use them whenever appropriate.