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Secrets of Online Entrepreneurs: How Australia's Online Mavericks, Innovators and Disruptors Built Their Businesses ... And How You Can Too by Bernadette Schwerdt

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APPENDIX 2 THE COPYWRITER'S CREATIVE BRIEF

Creative brief
Job title
Client name Client contact
Product/service
Description of product/service
Date required
Task: What needs to be made?
Background to this job: Why are we advertising? Why is this piece needed?
Objectives: What do you want to achieve? (Needs to be a specific, measureable goal)
Target market: You may have more than one target market. Please nominate them in order of importance to you. Please be as specific as possible about the ‘person' you are targeting, not just the type of industry/company.
Features and benefits: What will this service/product do for your customers? How will it make their life easier/richer/happier? Feature: Benefit: Feature: Benefit: Feature: Benefit:
Creative proposition/single-minded proposition (What's the most important message you want to leave in the consumer's mind?):
Supporting evidence/proof of claim (what testimonials, examples, awards, accolades etc can you supply?):
Tone of voice/product personality: Nominate 3 or 4 words to describe the ‘voice' of the communication piece, e.g. warm, friendly, officious, classy, blue collar
Call to action: What do you want the reader to do as a result of reading your site (e.g. call you, take up an offer, email you, ask for a quote, ask for a meeting)
The offer/incentive: What can you offer the reader that will compel them to consider you (rather than the competitors)? It needs to be of high value ...

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