And another one, Bill Gates. He talks of how he read a lot too, but he is also pretty open about having a relatively privileged background. I think it’s still worth noting, however, that he read biographies of people he admired to learn from their stories, which, if you take the lessons, lets you cheat in a fair way to get ahead more quickly in your life. So thanks also Bill Gates.
"I really had a lot of dreams when I was a kid, and I think a great deal of that grew out of the fact that I had a chance to read a lot." -Bill Gates, Founder of Microsoft Corp.
Renowned world figures aside, today I share what a copywriting brief is courtesy of the book Successful Copywriting. I am always surprised how much I learn by just reading, and this book introduced me to a new tool, the copywriting brief. My discovery questions will never be the same.
What is a copywriting brief?
The question for you is rhetorical, but for me, not so much. A copywriting brief explains the story behind the words, along with the goals of a business via this message. I will start to use this tool to gain a more specific understanding of project, or client’s goals.
The Copywriter Belinda Weaver outlines questions for the copywriting brief she uses for her clients. A few points covered are: Project Description, Business Personality, Keywords, Barriers to Purchase, Features and Benefits, and more.
In an informative blog post, she shares how it takes her at least an hour speaking with a client, but that by the time the project is finished, the work is high quality, A-plus. I started the process of taking this example and another one to put them together like so, and make my own copywriting brief.
On that note, I need to get to my next item on the list, which I will complete in stealth. Thank you.
Until next time,