Getting Ready to Write
Preparing for a Copywriting Assignment
1. Get all previously published material on the product
Examples- tear sheets of previous ads, brochures, annual reports, catalogs, article reprints, technical papers, copies of speeches and presentations, audiovisual scripts, press kits, market research, advertising plans, web sites, letters from users of the product, back issues of promotional newsletters and e-zines, files of competitors’ ads and literature.
If the product is new, you can still get background material. Examples- internal memos, letters of technical information, product specifications, blueprints, plans, illustrations and photos of product phototypes, engineering drawings, business and market plans, reports, proposals.
2. Ask questions about the product
What are its features, benefits, price? How is it different? How does it work? What are the applications of the product? etc.
3. Ask Questions about your audience
Who will buy it? What does it do for them? What motivates the buyer? What type of person is the product being sold to? etc.
4. Determine the Objective of Your Copy
To generate inquiries
To generate sales
To answer inquiries
To qualify prospects
To generate store traffic
To introduce a new product or an improvement of an old product
To keep in touch with prospects and customers
Technique for Producing Profitable Advertising Ideas
1. Identify the problem
2. Assemble pertinent facts
3. Gather general knowledge
4. Look for combinations
5. Sleep on it
6. Use a checklist
7. Get feedback
8. Team up
9. Give new ideas a chance
