What is your primary value proposition? What makes you THE choice in your industry?
What are the core offers involved in this project/campaign? Describe the offer or explain the process.
What are the primary emotional benefits that have tended to resonate the most with customers?
What are his/her/their hot buttons or primary concerns? What keeps him/her/them awake at night, staring at the ceiling, dreading the day ahead?
Can you share any proof points (testimonials, studies, data, success stories) that back up your claims?
What aspect of your your business has been, in your opinion, the most effective at selling customers on your offers?
Walk me through what happens after someone purchases your product/service/experience, step by step.
What transformation do customers experience after buying your product/service/experience? How will their lives, work or daily routine be different? (Paint a clear and compelling before-and-after scenario.)
What are the primary problems and challenges customers come to you to solve?
Do you have direct competitors that you are wanting to outperform?
How are you better than your competitors?
In addition to direct competitors, are there any alternative options your potential customers are considering?
How are you better than those alternatives?
What are common objections or sources of hesitation you’ve observed, that cause prospects to drag their feet or decide against your product/service?
Do you offer a guarantee or risk reversal of any kind?
Is there an early-bird benefit, deadline or scarcity to help create urgency?
What writing voice or tone best reflects your brand and customers? (Formal, casual, conversational, humorous, etc.)
Are there any businesses that you want to emulate in some way?
What is your favorite thing about your business?
Do you have branding guidelines or content guidelines I should be aware of?
Please explain your copywriting needs.
What are the goals for this project/campaign?
Do you need a content strategy in addition to copywriting services for this project? If not, who will I be receiving a creative brief from?
What is the deadline for this project?
How many people will be involved in providing feedback on my copywriting? Please list preferred contact method and information of all who will be involved in the feedback process (editors, designers, creative directors, etc.)
Is there anything else you feel I should know while writing your copy?
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