Kopywrighter Creative Direction Fact Sheet
Client _________________________________________________
Contact _____________________ Ph ___________ Cell _________
Email ______________________ Fax ________________________
Project ________________________________________________
Length ___________________________ Date needed ___/___/____
Purpose of Project: Introduce product, ongoing reinforcement of brand, inform, educate, etc.
Target Audience: Retailers, vendors, wholesalers, consumers? Profile: be specific.
What are the key pains of the target audience?
What emotional factors should be considered for the target audience? (Safety, fear, anxiety, greed, price, ego, security, love, etc.)
Features/Facts about Product or Service Describe the product. List all the important data and copy points that should be in the project. Rate them by importance.
Benefits: How does the user benefit from the product or service?
USP/Unique Selling Proposition: State in a sentence what makes the product or service unique
Other important messages which should be conveyed, in order or importance:
Objective: What response do we want from the target audience? Do we want to generate leads, increase traffic, sign-ups.. what are we trying to do?
Is there a Subject Matter Expert (SME) available?
What supporting materials are available? (Testimonials, brochures, web pages, product sheets, press releases, etc.)
Problems/Competition/Opportunity or Advantage: Where do we stand? Who are we up against? List competition.. can we get any of their literature? Can we get a jump on the competition? Do they have any obvious or perceived weaknesses?
What are we really selling? (Peace of mind, satisfaction, appearance)
What exactly are we promising?
What should not be said? (Taboos, incidental features or by-products which could be a detriment?
Tone or Image: Fun, friendly, traditional or high tech? Informative, introductory, reinforcement?
Anything else that should be conveyed?
Anyone else that needs to provide input?
Contact Kopywrighter:
Bill Kaye
Wilmington, DE 19803 USA
(302) 478-8609
email: mail@kopywrighter.com