The purpose of this document is to help me understand your business, customers, competitors, and market so that I can write copy that gets your message across in an effective manner.

There are 10 questions, and answering them should only take 5-10 minutes or so.

You don’t have to answer all of them if you can’t think of anything, but the more information you give me to work with, the better.


1. What does your company do?

Please describe your company in plain English, avoiding buzzwords and business-speak (e.g. “we provide solutions” and “we enable companies to leverage their assets” etc).

2. Who is your typical customer?

Who will be reading the copy? What’s their persona like? What do they do? What motivates them? Please include age, gender, income, profession, education, interests, family, etc.

3. What is typically your customers’ biggest problem?

For example, “my customers have trouble managing their time, they want more environmentally-friendly products, they want to make more sales online.”

4. How do you help your customers?

For example, “the bicycles we sell from our online shop get you from place to place faster than walking, but cost less than a car, and are better for the environment! Best of all, we deliver!”

5. What is your unique selling point?

Are you cheaper, faster, bigger, more diverse, more reliable, or is your product more durable than your competition? Please be as specific as possible (ie. we’re 50% cheaper or faster.)

6. Who are your main competitors?

Do any of your competitors provide a similar service? Who are they? What are their strengths? Please provide links to their websites if possible.

7. What is the main objective you hope to achieve with the copy?

For example, to attract new customers, retain old customers, make your brand sound more modern, enable you to charge higher prices by positioning yourselves as a ‘premium’ product.

8. How will you measure the success of the copy?

For example, I want more visitors to my site, website backlinks, email subscribers, emails opened, links clicked, inquiries made, or products/services sold.

9. What sort of copy do you like?

Do you have a preference for the tone of voice? Should it be conversational? Friendly? Formal? Professional? Educational? Funny? Light-hearted?

10. Anything else?

If there is anything else you feel could be useful, then please add it here.

Thanks for completing this briefing document!