T H E S T O R Y S T A R T S H E R E

C L I E N T B R I E F

DON'T PANIC! This is not a test!

This brief is simply to let me understand who you are, what drives yourbrand, and how best I can communicate your unique message.

It might seem like a bit of time and effort, but I can promise you the more information you give me the closer this copy will sound just like

you on your best day. There are no wrong answers. There’s no such thing as too much

information. If you think of something, don’t discount it – you’d be surprised at the gold that lies in the parts of the story you don’t think

people will be interested in. You don’t need to write in whole sentences – dot points are fine.

Some of the questions may be outside the scope of the project we are working on. Just ignore those.

What is your business and what do you do?  

I probably already know what it is you do, but I’d like to hear how you explain your business in your words. Explain this in simple terms; pretend

I’d have no earthly clue about what a “marketing freelancer” or a “meditation teacher” does. Include background information about your

business; why and how did you begin? If you have any examples of how other people explain your business, links

to that information would be helpful too.

Client Brief - Jay Crisp Crow                                                                                                                   

What benefits do you offer?

How do you help your clients? How are their lives/businesses enriched by your product or service?  What are your customers biggest frustrations? What do they worry about at night? What makes them need your brand?

Client Brief - Jay Crisp Crow                                                                                                                   

Who is your ideal client/target market?

Give me as much information as you have about them. Where do they live? What gender are they? How old are they? Do you know where they

shop, what they read, if they have children, how they research?  If you have completed an avatar or ideal client, please forward to me. 

Is there a secondary audience who should also be targeted in addition to the main client? This is important for businesses who sell items like

beauty products – we will target the individual buyer but you may also want to supply day spa owners.

Client Brief - Jay Crisp Crow                                                                                                                   

What's in the way?

Why wouldn't your ideal client buy from you or hire you?

Client Brief - Jay Crisp Crow                                                                                                                   

What do you need from this copy?

What action would you like the reader to take? Examples are: call for a introductory session, download a brochure, purchase a course, book an

appointment, download and opt-in. If there are secondary objectives, list those too. 

Client Brief - Jay Crisp Crow                                                                                                                   

What is your point of difference?

Why should your potential clients work with you instead of your competition? This can be as simple as your undercut the opposition! Is your product proven to be more reliable? Do you have any evidence to

support these points of difference? These can include testimonials from clients, product reviews etc. Please link any 'proof' you have (you don't

need to replicate the content in this document, just include the URL.)

Client Brief - Jay Crisp Crow                                                                                                                   

Who are your competitors?

How close are they to you in location? What do they do well? What do youdo better? Can you provide links to their websites or social media?

Client Brief - Jay Crisp Crow                                                                                                                   

What's your desired tone?

What would you like this copy to sound like? Do you have a preference for tone of voice? For example; corporate, cheeky, conversational,

educational, serious, or light. If you have a language bank or have created brand statements in the past

please attach these and pass on the next question. If you have copy on another page you really love, please send me that link so I can keep your

tone consistent.

Client Brief - Jay Crisp Crow                                                                                                                   

What are your brand statements?

Are there any words you would like used consistently in your brand story?For example; are you juicy, authentic, compelling, clever, and engaging?

Are you professional, slick, above reproach, experienced, and knowledgeable? Would this collective of words, given to your clients,

immediately tell them who you are? If you have written a vision or mission for your business please include that here.

Client Brief - Jay Crisp Crow                                                                                                                   

If I am copywriting or editing your current website copy, who wrote it? Did you DIY or have you used another copywriter in the past? 

Client Brief - Jay Crisp Crow                                                                                                                   

Is there anything that absolutely must go in this copy?

Is there anything you absolutely want to avoid in this copy?

Do you have a list of SEO keywords you want used or have used on other pages? Please send these to me. 

You deserve a coffee. Possibly cake. No more writing for you - promise!                                                                                                             

Is there anything else I should know? 

When would you like the first draft delivered by?