Copywriting Brief

Nobody reads ads. People read what interests them. Sometimes it’s an ad.

Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exists in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it.

Jo'burg

10th Floor // FireStation Rosebank16 Baker St // Rosebank // 2196+27 10 312 5244

Cape Town

32 Kloof St // GardensCape Town // 8000+27 10 312 5244

1 Step 1

Client Details

Client Nameyour full name

Company Name

Email addressa valid email

Contact Numberyour full name

Websiteyour full name

Physical Addressyour full name

	Email	Telephone	Meeting
Preferred method of communication

Job Details

Job Namejob name

The Deadline

Briefing Date

Start Date

Viewing Date

Deadline

The Brief

NOTE: Briefly summarise what you want to achieve with this communication.

What is the over-arching goal?

Background Information(briefly summarise what you want it to achieve with this press release)

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What is the story we want to tell?

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The Audience

NOTE:

general audience, specific trade or association, specific demographic, or geographic region

a) What is our call to action for each audience?
b) What should be avoided in talking to this audience?
c) What do they know or believe before we tell them anything?

Who is our target audience?

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Who is our secondary audience?

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What are their needs/wants?

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How do they relate to the general category and our offering?

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Do they know anything about it?

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Do they care about it?

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Does it relate to other parts of their life?

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Is it something they’ll use publicly or privately?

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What difference does it make?

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How do they feel about it?

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Is it easy or interesting for them to talk about?

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What language do they speak?

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What experiences/anecdotes do they have that might be useful for us in developing work?

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What’s the role of the brand in their broader life context?

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The Objectives

What objectives are we trying to achieve?

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What are the priorities of those objectives?

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Can we suggest a strategy to achieve the objective?pick one!

YesNoMaybe

The Content

If you could get only one sentence through the clutter, what would it be?

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If they asked us to prove it, how would we do that?

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What other major points do we want to communicate?

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How much of our audiences’ time can we realistically expect to get our message across?

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What is the tone of the piece

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Are there any references we need to attribute?

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How long should the piece be )number of words)

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Is there any reference we should use that you like?

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Other Notes

Any other comments or suggestions go here

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Do you have anything to share with us?

Upload a brief

Upload creative

Upload assets

How can we help?

What we need from you

AIPX Studio Details

full nameyour full name

emaila valid email

billing refyour full name

What sort of budget do you have?

R1000

0R150000

job number

Copywriting Brief

Nobody reads ads. People read what interests them. Sometimes it’s an ad.

Jo'burg

10th Floor // FireStation Rosebank16 Baker St // Rosebank // 2196+27 10 312 5244

Cape Town

32 Kloof St // GardensCape Town // 8000+27 10 312 5244

Submit your brief

Your job is not to write copy. Your job is to know your visitors, customers and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.

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