22 Essential Questions to Ask Before You Write Successful Copy

Why Asking the Right Questions is Key to Writing Effective Copy

When it comes to writing persuasive copy, knowing as much as possible about your client, their business, and their audience is critical. Sure, background research is important, but it only scratches the surface. Truly effective copy gets into the minds of both the client and the target audience.

The Importance of Using a Marketing/Creative Brief

Before you start writing, it’s important to gather detailed input. A marketing/creative brief is a powerful tool that can guide you through the copywriting process by helping you collect crucial information from your client.

Whether you work solo or as part of a team, this brief acts as a blueprint for writing effective copy that achieves your client’s marketing goals.

What is a Marketing/Creative Brief?

A marketing/creative brief is a structured document used by ad agencies, marketers, and copywriters to gather essential information. It ensures the goals, tone, and key messages of the project are clear, giving you everything you need to write compelling content.

Here’s a list of 22 key questions you should include in your marketing/creative brief.

22 Questions to Ask Before Writing Copy

To create successful copy, it’s essential to have a clear understanding of your client’s objectives and their target audience. These 22 questions will help you gather all the information you need.

Project Overview and Objectives

1. What is the purpose of this piece?
   (Is it a website, brochure, direct mail, ad, etc.?)

2. What is the primary marketing focus?
   (Which product or service are we promoting?)

3. What communication problem does this piece need to solve?
   (Are we building awareness, introducing a product, repositioning the brand, etc.?)

Audience Insight and Targeting

4. Who is the target audience?
   (Describe the audience’s demographics, job titles, responsibilities, etc.)

5. What is their current perception of the product or service?
   (Do they already know about it? What are their current views?)

6. Is there a secondary audience to consider?
   (Are there additional audiences that could benefit from the piece?)

Identifying Pain Points and Solutions

7. What business problems or challenges does this product solve for the audience?
   (Is it addressing efficiency, profitability, or operational issues?)

8. What outcome do we want from the audience?
   (What specific action should they take—call, purchase, visit the website?)

9. What can we offer to encourage that action?
   (Examples include product demos, free trials, or downloadable resources.)

Key Messages and Proof Points

10. What is the single most important message we must convey?
    (Keep it clear and concise.)

11. What evidence can we provide to back up our claims?
    (Think case studies, testimonials, features, and benefits.)

12. Can anyone else in the market make the same promise?
    (What sets this product or service apart from the competition?)

Technical Considerations and Industry Trends

13. Are there any technical details to consider?
    (Compatibility, system requirements, etc.)

14. What industry-specific issues should be addressed?
    (Are there any current trends that should be included in the messaging?)

15. Are there any competitive or product-specific issues to avoid?

Tone, Style, and Branding

16. What tone should the copy take?
    (Is it serious, educational, light-hearted, or humorous?)

17. What do you like about your current materials?
    (Is it the look and feel, the tone, the messaging?)

18. What don’t you like about your current materials?
    (What needs improvement in terms of messaging, functionality, etc.?)

Formatting and Usage of the Marketing Piece

19. What overall impression should the new materials create?
    (Think about how the audience should feel after engaging with the copy.)

20. Will this copy be used alongside other materials?
    (For example, proposals, collateral, follow-up emails, etc.)

21. Where and how will this piece be used?
    (Will it be used online, mailed out, handed out at trade shows, etc.?)

22. Any other specific requirements or comments?

Making the Process Collaborative with Clients

Getting clear and detailed answers from clients is crucial, but not always easy. Flexibility is key here. You can either ask the client to fill out the marketing/creative brief themselves, or you can use it as a guide for an interview. If needed, you can even fill out the form on their behalf and ask them to review it.

Why Client Involvement Matters

Clients play a vital role in the input process. They know their customers best, and their feedback is crucial for writing copy that resonates. Let them know that if they want to see better results—whether that’s more clicks, leads, or sales—they need to be actively involved in the initial stages of copywriting.

Conclusion: Writing Copy That Succeeds

Once you’ve gathered all the answers from the marketing/creative brief, you’ll be well-equipped to write copy that not only speaks to the target audience but also compels them to take action. By asking these 22 essential questions before you start writing, you set yourself up to create copy that delivers real results.