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Copwyriting will always bump into its grown-up sibling 'marketing' at times, because although some jobs or marketing goals are very clearly defined, you will often need to work out from scratch what you have to say and to whom.
With that in mind, here are some of the important questions that someone should ask and answer before any project begins. That someone doesn't have to be you, but you do need to get hold of the answers before starting so that you are confident about delivering the right USP to the right audience. Almost all of these marketing questions are absolutely essential if you're going to get the best results.
- What do you want to happen as a result of this piece?
- Who will be reading it and what do they know already?
- What do your targets think they want? (From you or from life.)
- What do they really want? (This may be the same but if not, what they really want is what matters.)
- How will your offering change things for them?
- What can you use to back up your claims?
- What do you want the customer to do next? (eg call you?)
- If it's sales, can you clinch in one step? (eg response mechanism?)
- What is your one clear Unique Selling Proposition (USP)?
- What are the other key messages?
- How will you measure success?
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