Article by Will Allen
Copywriter’s Client Checklist
Before you begin to write your copy there are things you need to collect from your client. You need to collect all published background material on the product you are going to write about. You also need to collect background material on the product’s industry and its market. This material will provide all the pertinent facts you will need to write compelling, strong, and hard-hitting copy.
Research is the key to effective copy. A copywriter worth his or her salt must do the necessary research in order to create copy that is interesting and thought provoking enough to draw the reader in.
Here is a checklist of things you should get from your client and then research before you start writing the copy. Most clients will not have all of this material to give to you but ask for all of it anyway and take what you can get.
1. Data sheet2. Sample products3. Past promotions4. Buyer Profile5. Prints of previous ads6. Any prints or examples of competitor’s ads and marketing literature7. Sales literature describing the product such as brochures, data sheets, catalog pages etc8. Topical or relevant papers or articles about the product9. Copies of speeches10. Scripts from films, slides, and videotapes11. Press kits and press releases12. Newsletters13. Instruction, operator or user manuals14. Package copy such as labels, boxes, containers, etc.15. Testimonials from satisfied users of the product16. Any complaint letters 17. Product reviews18. Marketing plans19. Advertising plans20. Business plans21. Press Clippings22. Direct Mail sales letters and packages23. Company memos and other internal documents describing the product24. The products specifications25. Engineer’s drawings26. Market research studies27. Focus group transcripts28. Annual report or company capabilities brochure (for general company background)29. Customer list, clients, or users30. Sales figures for past five years (dollar amounts, units sold)31. Samples of the product32. Names and phone numbers of several customers the writer can call to get the customer’s point of view
Analyze the materials your client gives you. Use a yellow marker to highlight useful information. When you have finished with the yellow marker take all the highlighted sections and type them into your laptop or PC. Double space the material so it is easy to read then print it out. You now have all of the information you’ve gathered into one easy-to-read resource. This will make the writing process much, much easier.
About the Author
For more information on running a successful freelance copywriting business visit http://www.become-a-copywriter-today.com
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