At the start of a copywriting project, freelance copywriters will often present you with a set of copywriting questions.
This questionnaire is often called a “creative brief,” a “discovery questionnaire,” or something along those lines.
Regardless of its label, this list of questions is essential to the copywriting process.
Answering these questions carefully does a few things. It:
- Puts you and the copywriter on the same page
- Lays the foundation for the research phase
- Gives the copywriter a 360-degree view of the project
- Helps him or her produce great copy
Below are the types of questions to expect.
Copywriting Questions to Expect from Your Freelance Copywriter
There are probably as many creative briefs as there are freelance copywriters.
But they do cover the same territory.
Below are topics that will likely be covered when meeting with a copywriter … these are the same subjects I ask about when beginning a new project.
Basic Business Information
First things first.
The writer will need to know basic details about your business, including contact information, mailing address, URL, and who will be in charge of the project.
Some copywriters may even ask details about the size and makeup of the company.
The Project’s Purpose
Every copywriting project has a different aim.
Examples include product launches, lead generation campaigns, SEO campaigns, email newsletters, and so on.
Reference material is an essential part of the research phase.
The following materials help your freelancer understand:
- Past and current sales strategies
- The hearts and minds of the target audience
- Your products and services
Reference material that can help the copywriter includes:
Previous marketing materials
Current marketing materials
Data cards or data on your target audience
Data sheets on your products
And any other relevant information you can provide.
Your prospect is the center of the universe, at least when it comes to writing sales copy.
Here, copywriting questions will dig deep into your prospect’s profile, focusing on:
And so on.
Next up on the docket come a series of questions about your solutions.
Expect questions about:
Your mission statement or company values
Features and benefits of your solution
Specifics around the offer
And so forth.
As mentioned, every freelance copywriter has their own set of copywriting questions.
Hopefully, though, this article gives you an idea of what copywriters will ask … and why.
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