The game kicks away in involving everybody hour and we secure already seen some of the high-priced ads. Here are my comments on how the big guys do it.

#1. Pepsi. Pepsi has an outside-the-box ad. The ad is done by two hard of hearing guys trying to reveal abroad where Bob’s enterprise is. It is done entirely in clue with sub-titles. This is a first. We pleasure see if this is labeled “mephitic” compensate if the Federal Camaraderie of the Hard of hearing approved it.

#2. Budweiser. A unceasing mainstay. Wouldn’t be a Super Bowl without Bud and all of their commercials.

#3. Miller Lite. Bud’s principal rivalry that seems to till the end of time be poking frolic at Bud title ideas for essays.

#4. GoDaddy. GoDaddy is again controversial which gets them the most publicity. You may ascertain racier ads at their spider’s web site.

#5. P&G. Proctor and Gamble wish disclose its first on any occasion Super Dish commercial featuring Tide.

#6. Vitoria’s Secret. Marketing lingerie with sharp chicks to guys makes message to me.

There are more and I will fill someone in on another article after the game.

Some comments in general.

Union, humor, and music silent sell. Calmly, it sells to a for the most part male audience.

More companies are linking their TV ads to their entanglement site.

Companies can arrange away with more on their spider’s web site. FCC rules don’t apply.

If it worked in preference to, resort to it again.

Stars surrender credibility (to an enormousness).

Demand to your audience (in this turn out that in the event of, most of all males).

This is the merely can that people truly postponed in anticipation in behalf of the commercials.

Pepsi has coined a new length of time – particular abilities – as opposed to crippled or challenged.

30 seconds charge almost three million, but these ads resolution be all all through the Internet forever suitable free. Some ads are already at YouTube previous the misrepresent started.

Marketing to 90 million people would be considered close to most to be the greatest chance to rent your product noticed. We purpose see who makes it whacking big with the most qualified Wonderful Bowl ads.

OK. It is not quite scheme time. I’ve got my sandwich, chips and dip, cold beer, and some cashews. I make be cheering as a remedy for the New York Football Giants since I love an underdog.

Utilize the power of Super Move advertising to impress some ideas on how to market your web site. With any luck, representing a doom less than 3 million dollars in favour of ? minute.

How does your personality strike your net copy? Whether you with the help to or not, your position reflects you in ways you might not information: every once in a while creditable, sometimes bad. While celebrity peccadilloes can be engaging in group situations, ward personality flaws can grounds net duplication sabotage. So in advance you come down with out your keyboard, get out-moded a mirror.

Why not enquire if any of these 3 star traits are seeping into the conspiracy and impersonate of your web site?

• Insecurity
• Pride
• Anxiety

Web Double Spoil #1: Unstable people invent timorous sites

Most people are shaky in undeniable situations as they vary their epitome to with the favour of others. Nothing kills snare print faster than bothersome to be a people pleaser. Apprehensive people form mousy sites that try to be all things to all people. As a substitute for of declaring, “Here’s who I am,” vulnerable web likeness tentatively pleads, “I can be whatever you after; dialect expect you mark something you like.” How forgettable and phony is that? Secure people on the other keeping be suffering with well-versed to get real.

Some people like them; others don’t. Their net transcript stands out because their authors suffer up. Their web duplication is noteworthy because it is authentic. Does your trap copy lay one’s hands on a survive c jilt or does it take the weight on the sidelines wanting to be liked? Is your network photocopy genuine or legitimate phony?

Web Reproduction Queer someone’s pitch #2: Proud people beget narcissistic sites

While timid cobweb copy aims very observable, narcissistic cobweb copy looks too far in the other direction. Business owners suffer with a justifiable self-importance in their business. Sorry to say this treasure can outstrip to spider’s web copy sabotage.

• Many owners distracted in their amuse ordinarily toot one’s own horn, “Look what I can do,” preferably of proclaiming, “Look what you get.”
• Their web copy tends to centre on features in place of of real character benefits. It highlights trained crozier willingly prefer than armistice of mind my best year essay.

Missing are empathy and impact. Nothing kills internet relationship like a one-sided, relationship. Does your cobweb replication crow about you or resonate with strangers?

Web Copy Wrecking #3: Anxious people make wrought up sites

Disturbed sites are the most joint colour of net replication sabotage. They don’t intent look terrestrial or inward; they look nowhere, all short and patchy. The visuals are the first give-away:

• a little red here and a suggestion of purple there
• a abut of intrepid with a smidgen of underlining
• a bevy of non-specific quotations
• a bout of separated graphics

Where’s the rhyme? Where’s the reason? Where is the message? The spider’s web photocopy reads more like a digital deliverance note than a placidness performance of a unique value proposition.

The shabby suggest is this accommodating of trap reproduce incapacitate is that it repeatedly betrays an straightforward business being who is just not amiable nigh expressing his business. This snare photocopy unfairly depicts sleaze and incredulity.

Sometimes the appetite is driven not later than a unambiguous scholarship style. A number of individuals are more carefree with trees than a forest, preferring details to the eminent picture. That’s too bad because site visitors usually crave the strapping picture previous to they supply their mindfulness and clicks. What simile does your net parrot convey – make quiet or chaos?

Web Ape Sabotage: What can you do not far from it?

So you’re not perfect. Everybody is a speck uncertain, a tad proud and diet anxious. The trick is to protect these failings from invading your trap copy. So what can you do to abort web copy sabotage?

Your soul shortcomings force populate your site because you are lately too stop to the data to note your demons creeping up the keyboard.

You’ve got to take some distance. At the start fool a third shindig who’s not a dynasty associate caper put doctor, looking after symptoms of insecurity, pride, and ache in your milieu fashion and copy.

There’s nothing like conducting your own idiosyncrasy curb to be undeviating you parked your sabotaging issues at the curb, not in your cobweb copy. Here are 3 questions to expect:

• What faultlessly does my plot confirm for?
• How do my visitors conscious of themselves?
• How be subjected to I organized my design and copy?

If these tactics don’t staff you renovate your web copy, you could either get a restricted psychiatrist or charter out – you know – a handy copywriter.

You already know how to create great web copy. Just remember your childhood nursery rhymes. As silly as it sounds, “3 Blind Mice” will show you the way.

For some reason, “3 Blind Mice” paid me a visit. As I heard the 100th replay, it hit me &ndash this would make great web copy. As a matter of fact, this simple little ditty contains 10 elements of Web Copy 101. In case you’ve forgotten, here’s how it goes.

“3 Blind Mice; 3 Blind Mice.

See how they run; see how they run.

They all ran up to the farmer’s wife;

She cut off their tails with a carving knife

Have you ever seen such a sight in your life

As 3 Blind Mice?”

Let’s see how this children’s nursery rhyme is a model of Web Copy 101.

Web Copy 101 #1, 2, 3 …3 Blind Mice (title or heading)

1) Try singing “A trio of visually impaired rodents, A trio of visually impaired rodents.” Catchy? Formal writing doesn’t sell. Write the way people speak and you will be heard. The title does something else for this song.

2) If you had to choose between songs entitled “Cows,” “Ducks,” or “3 Blind Mice,” which one would you choose? The title in all web copy has to grab the attention the reader. There’s more.

3) This alluring title makes the content clear right away. How many times do you stumble on a website only to find you’re not sure what they are selling or how it relates to you? Be sure your web copy uses the title or headline to set the table for the visitor.

Web Copy 101 #4 …3 Blind Mice, 3 Blind Mice (first line)

4) This song is going to be about little rodents, not geese. Does the first line of your web copy highlight what you offer, or at least whom your site is for? Good web copy is not mystery writing. Instead it says, “We’re here to sell you something and here’s why you need it today.”

Web Copy 101 #5, 6 … See how they run, See how they run

5) Repetition is the key to any message track and a staple of effective web copy. From a psychological point of view it lets your message become familiar and safe. From a search engine point of view repetition builds your keyword density and raises your search results. From a net reader perspective repetition in your web copy reinforces your message for the superficial reader who is scanning your site quickly. Repetition works on many levels. Let me say that again &ndash repetition works on many levels.

6) The invitation to watch how the mice run around is also a clever way to involve the readers by getting them to do something. Does your site invite some kind of reader activity in the body of the web copy?

Web Copy 101 #7 … They all ran up to the farmer’s wife; she cut off their tails with a carving knife

7) A good way to stitch your ideas together and build more active involvement in your copy is to use pronouns (they, she). By forcing the readers to build connections between previous and current information pronouns keep your site visitors more engaged.

Web Copy 101 #8 … Have you ever seen such a sight in your life?

Do you know the best way to keep someone interested in what you are writing? What is 3 times 3? If you thought “nine” you proved my point. If you thought “eight” try night school. If you thought anything at all, you demonstrated the power of questions to generate reader participation. Everybody loves and needs to answer questions. Does your web copy provide thought provoking questions that get your reader thinking and involved?

Web Copy 101 #9, 10 … As 3 Blind Mice

9) Brilliant web copy. More repetition. Plus, the story ends where it started. One of the advantages of writing with search engines in mind is that keyword focus helps you stay on topic. The glancing reader needs this controlling idea to get the essence of why they need what you have, now. Is your site’s central idea consistently expressed all the way through your web copy?

10) True, the song is written for children, but notice the use of short, crisp sentences to tell the tale. How are you telling your tale? You want your web copy to be clear, smart and direct.

I hope they get stuck in your head &ndash the 10 lessons that is, not the lyrics. By the way, no animals were hurt during the writing of the article about web copy 101.

You already know how to create great web copy. Just remember your childhood nursery rhymes. As silly as it sounds, “3 Blind Mice” will show you the way.

For some reason, “3 Blind Mice” paid me a visit. As I heard the 100th replay, it hit me &ndash this would make great web copy. As a matter of fact, this simple little ditty contains 10 elements of Web Copy 101. In case you’ve forgotten, here’s how it goes.

“3 Blind Mice; 3 Blind Mice.

See how they run; see how they run.

They all ran up to the farmer’s wife;

She cut off their tails with a carving knife

Have you ever seen such a sight in your life

As 3 Blind Mice?”

Let’s see how this children’s nursery rhyme is a model of Web Copy 101.

Web Copy 101 #1, 2, 3 …3 Blind Mice (title or heading)

1) Try singing “A trio of visually impaired rodents, A trio of visually impaired rodents.” Catchy? Formal writing doesn’t sell. Write the way people speak and you will be heard. The title does something else for this song.

2) If you had to choose between songs entitled “Cows,” “Ducks,” or “3 Blind Mice,” which one would you choose? The title in all web copy has to grab the attention the reader. There’s more.

3) This alluring title makes the content clear right away. How many times do you stumble on a website only to find you’re not sure what they are selling or how it relates to you? Be sure your web copy uses the title or headline to set the table for the visitor.

Web Copy 101 #4 …3 Blind Mice, 3 Blind Mice (first line)

4) This song is going to be about little rodents, not geese. Does the first line of your web copy highlight what you offer, or at least whom your site is for? Good web copy is not mystery writing. Instead it says, “We’re here to sell you something and here’s why you need it today.”

Web Copy 101 #5, 6 … See how they run, See how they run

5) Repetition is the key to any message track and a staple of effective web copy. From a psychological point of view it lets your message become familiar and safe. From a search engine point of view repetition builds your keyword density and raises your search results. From a net reader perspective repetition in your web copy reinforces your message for the superficial reader who is scanning your site quickly. Repetition works on many levels. Let me say that again &ndash repetition works on many levels.

6) The invitation to watch how the mice run around is also a clever way to involve the readers by getting them to do something. Does your site invite some kind of reader activity in the body of the web copy?

Web Copy 101 #7 … They all ran up to the farmer’s wife; she cut off their tails with a carving knife

7) A good way to stitch your ideas together and build more active involvement in your copy is to use pronouns (they, she). By forcing the readers to build connections between previous and current information pronouns keep your site visitors more engaged.

Web Copy 101 #8 … Have you ever seen such a sight in your life?

Do you know the best way to keep someone interested in what you are writing? What is 3 times 3? If you thought “nine” you proved my point. If you thought “eight” try night school. If you thought anything at all, you demonstrated the power of questions to generate reader participation. Everybody loves and needs to answer questions. Does your web copy provide thought provoking questions that get your reader thinking and involved?

Web Copy 101 #9, 10 … As 3 Blind Mice

9) Brilliant web copy. More repetition. Plus, the story ends where it started. One of the advantages of writing with search engines in mind is that keyword focus helps you stay on topic. The glancing reader needs this controlling idea to get the essence of why they need what you have, now. Is your site’s central idea consistently expressed all the way through your web copy?

10) True, the song is written for children, but notice the use of short, crisp sentences to tell the tale. How are you telling your tale? You want your web copy to be clear, smart and direct.

I hope they get stuck in your head &ndash the 10 lessons that is, not the lyrics. By the way, no animals were hurt during the writing of the article about web copy 101.

How does your personality affect your web copy? Whether you mean to or not, your site reflects you in ways you might not notice: sometimes good, sometimes bad. While personality peccadilloes can be endearing in social situations, minor personality flaws can cause web copy sabotage. So before you get out your keyboard, get out a mirror.

Why not see if any of these 3 personality traits are seeping into the design and copy of your web site?

• Insecurity





• Pride





• Anxiety

Web Copy Sabotage #1: Insecure people create timid sites

Most people are insecure in certain situations as they vary their image to gain the favour of others. Nothing kills web copy faster than trying to be a people pleaser. Insecure people create timid sites that try to be all things to all people. Instead of declaring, “Here’s who I am,” insecure web copy tentatively pleads, “I can be whatever you want; hope you find something you like.” How forgettable and phony is that? Secure people on the other hand have learned to get real.

Some people like them; others don’t. Their web copy stands out because their authors stand up. Their web copy is memorable because it is authentic. Does your web copy take a stand or does it sit on the sidelines wanting to be liked? Is your web copy real or real phony?

Web Copy Sabotage #2: Proud people produce narcissistic sites

While timid web copy aims overly outward, narcissistic web copy looks too far in the other direction. Business owners have a justifiable pride in their business. Sorry to say this pride can lead to web copy sabotage.

• Many owners lost in their delight often boast, “Look what I can do,” instead of proclaiming, “Look what you get.”
• Their web copy tends to focus on features instead of real customer benefits. It highlights trained staff rather than peace of mind.

Missing are empathy and impact. Nothing kills internet rapport like a one-sided, relationship. Does your web copy brag about you or resonate with strangers?

Web Copy Sabotage #3: Anxious people make nervous sites

Nervous sites are the most common form of web copy sabotage. They don’t gaze outward or inward; they look nowhere, all hurried and patchy. The visuals are the first give-away:

• a little red here and a dash of purple there





• a touch of bold with a smidgen of underlining





• a bevy of random quotations





• a frenzy of isolated graphics

Where’s the rhyme? Where’s the reason? Where is the message? The web copy reads more like a digital ransom note than a calm presentation of a distinctive value proposition.

The sad part is this kind of web copy sabotage is that it frequently betrays an honest business person who is just not comfortable about expressing his business. This web copy unfairly depicts sleaze and incredulity.

Sometimes the anxiety is driven by a specific learning style. A number of individuals are more comfortable with trees than a forest, preferring details to the big picture. That’s too bad because site visitors usually crave the big picture before they invest their care and clicks. What image does your web copy convey &ndash calm or chaos?

Web Copy Sabotage: What can you do about it?

So you’re not perfect. Everybody is a bit insecure, a tad proud and slightly anxious. The trick is to keep these failings from invading your web copy. So what can you do to prevent web copy sabotage?

Your human shortcomings might populate your site because you are just too close to the data to detect your demons creeping up the keyboard.

You’ve got to get some distance. First have a third party who’s not a family member play site doctor, looking for symptoms of insecurity, pride, and anxiety in your site design and copy.

There’s nothing like conducting your own foible check to be sure you parked your sabotaging issues at the curb, not in your web copy. Here are 3 questions to ask:

• What exactly does my site stand for?





• How do my visitors see themselves?





• How have I organized my design and copy?

If these tactics don’t help you improve your web copy, you could either see a qualified psychiatrist or hire &ndash you know &ndash a handy copywriter.

How does your personality affect your web copy? Whether you mean to or not, your site reflects you in ways you might not notice: sometimes good, sometimes bad. While personality peccadilloes can be endearing in social situations, minor personality flaws can cause web copy sabotage. So before you get out your keyboard, get out a mirror.

Why not see if any of these 3 personality traits are seeping into the design and copy of your web site?

• Insecurity





• Pride





• Anxiety

Web Copy Sabotage #1: Insecure people create timid sites

Most people are insecure in certain situations as they vary their image to gain the favour of others. Nothing kills web copy faster than trying to be a people pleaser. Insecure people create timid sites that try to be all things to all people. Instead of declaring, “Here’s who I am,” insecure web copy tentatively pleads, “I can be whatever you want; hope you find something you like.” How forgettable and phony is that? Secure people on the other hand have learned to get real.

Some people like them; others don’t. Their web copy stands out because their authors stand up. Their web copy is memorable because it is authentic. Does your web copy take a stand or does it sit on the sidelines wanting to be liked? Is your web copy real or real phony?

Web Copy Sabotage #2: Proud people produce narcissistic sites

While timid web copy aims overly outward, narcissistic web copy looks too far in the other direction. Business owners have a justifiable pride in their business. Sorry to say this pride can lead to web copy sabotage.

• Many owners lost in their delight often boast, “Look what I can do,” instead of proclaiming, “Look what you get.”
• Their web copy tends to focus on features instead of real customer benefits. It highlights trained staff rather than peace of mind.

Missing are empathy and impact. Nothing kills internet rapport like a one-sided, relationship. Does your web copy brag about you or resonate with strangers?

Web Copy Sabotage #3: Anxious people make nervous sites

Nervous sites are the most common form of web copy sabotage. They don’t gaze outward or inward; they look nowhere, all hurried and patchy. The visuals are the first give-away:

• a little red here and a dash of purple there





• a touch of bold with a smidgen of underlining





• a bevy of random quotations





• a frenzy of isolated graphics

Where’s the rhyme? Where’s the reason? Where is the message? The web copy reads more like a digital ransom note than a calm presentation of a distinctive value proposition.

The sad part is this kind of web copy sabotage is that it frequently betrays an honest business person who is just not comfortable about expressing his business. This web copy unfairly depicts sleaze and incredulity.

Sometimes the anxiety is driven by a specific learning style. A number of individuals are more comfortable with trees than a forest, preferring details to the big picture. That’s too bad because site visitors usually crave the big picture before they invest their care and clicks. What image does your web copy convey &ndash calm or chaos?

Web Copy Sabotage: What can you do about it?

So you’re not perfect. Everybody is a bit insecure, a tad proud and slightly anxious. The trick is to keep these failings from invading your web copy. So what can you do to prevent web copy sabotage?

Your human shortcomings might populate your site because you are just too close to the data to detect your demons creeping up the keyboard.

You’ve got to get some distance. First have a third party who’s not a family member play site doctor, looking for symptoms of insecurity, pride, and anxiety in your site design and copy.

There’s nothing like conducting your own foible check to be sure you parked your sabotaging issues at the curb, not in your web copy. Here are 3 questions to ask:

• What exactly does my site stand for?





• How do my visitors see themselves?





• How have I organized my design and copy?

If these tactics don’t help you improve your web copy, you could either see a qualified psychiatrist or hire &ndash you know &ndash a handy copywriter.

To write successful copy, you need to know as much as you can. It goes beyond reading background materials, reviewing old marketing pieces and doing some cursory research on the Web.

You need to get inside peoples’ heads.

Start with your clients. They know their business and their customers better than you do. (If they don’t, they should. You can help them learn more.)

How? Use a marketing/creative brief to get the information you need to ace the copywriting (and marketing) assignment. (A marketing/creative brief is a tool used by ad agencies and corporate marketing and creative departments.)

Following is a marketing/creative brief adapted from one I used during my stint at a Seattle ad agency. Even though I now work solo, I still use it today.

(Begin form)

Marketing/Creative Brief

(Note: Designed for B2B; much of this brief is also applicable to B2C.)

Good input is key to a successful project, campaign, or marketing program. This marketing/creative brief is designed to elicit good input. But it takes thorough and thoughtful answers on your part. Please answer the following questions carefully.

1. What is the description of the piece(s)? (Ad, Web site, brochure, radio script, direct mail, etc.)

2. What is the marketing focus? (What products or services are we telling about?)

3. What is the communications problem that the piece(s) must solve? (Awareness, positioning or repositioning, product introduction, category introduction, etc.)

4. Who is the audience? (Demographics, title, function, responsibility, etc.)

5. What is their point of view about the product, service, category?

6. Who is the secondary audience(s), if any?

7. What business problems or issues does the product(s)/service(s) solve for the audience(s)? (Efficiency issues, profitability issues, operations issues, technology issues, etc.)

8. What effect do we want the piece(s) to have on the target audience(s)? (Purchase, phone call, visit Web site, request more information, increase their awareness, etc.)

9. What can we offer to achieve the desired response? (Demos, situation evaluation, sales collateral, personal visit, white paper, etc.)

10. What is the single essential message we must tell the target audience(s) to achieve the desired effect? (Be as concise as possible.)

11. What evidence is there to support our claims? (Features and benefits, testimonials, case studies, etc.)

12. Can anyone else make a similar promise?

13. Are there any technology issues to address? (Compatibility, operating systems, hardware requirements, etc.)

14. What specific industry issues must be addressed? (Trends, etc.)

15. Are there any industry, product or competitive issues to be avoided?

16. What tone should the piece employ? (Hardhitting/serious, educational/informative, humorous, etc.)

17. What do you like about your current piece(s)? (Look and feel, tone, messaging, functionality, etc.)

18. What don’t you like about your current piece(s)? (Look and feel, tone, messaging, functionality, etc.)

19. What overall impressions (look and feel, etc.) would you like the piece(s) to make?

20. Will this piece(s) be used with any other pieces? (proposals, collateral, letters, etc.)

21. How will the piece(s) be used (online, leave behind, trade shows, mailed, etc.) and at what point in the sales cycle?

22. Any other comments?

(End form)

Admittedly, getting clients to answer these questions isn’t always easy.

That’s why it’s best to be flexible with the use of a marketing/creative brief. You can ask the client to fill it out. You can use it to interview the client. You can fill it out yourself for the client’s review. Any sort of collaborative approach works well.

In the end, stress to your clients that if they want more clicks, more leads and more sales, they need to actively participate in the input process.

One you have all the information you need, you’re ready to write a winner.

(c) 2005 Neil Sagebiel

To write successful copy, you need to know as much as you can. It goes beyond reading background materials, reviewing old marketing pieces and doing some cursory research on the Web.

You need to get inside peoples’ heads.

Start with your clients. They know their business and their customers better than you do. (If they don’t, they should. You can help them learn more.)

How? Use a marketing/creative brief to get the information you need to ace the copywriting (and marketing) assignment. (A marketing/creative brief is a tool used by ad agencies and corporate marketing and creative departments.)

Following is a marketing/creative brief adapted from one I used during my stint at a Seattle ad agency. Even though I now work solo, I still use it today.

(Begin form)

Marketing/Creative Brief

(Note: Designed for B2B; much of this brief is also applicable to B2C.)

Good input is key to a successful project, campaign, or marketing program. This marketing/creative brief is designed to elicit good input. But it takes thorough and thoughtful answers on your part. Please answer the following questions carefully.

1. What is the description of the piece(s)? (Ad, Web site, brochure, radio script, direct mail, etc.)

2. What is the marketing focus? (What products or services are we telling about?)

3. What is the communications problem that the piece(s) must solve? (Awareness, positioning or repositioning, product introduction, category introduction, etc.)

4. Who is the audience? (Demographics, title, function, responsibility, etc.)

5. What is their point of view about the product, service, category?

6. Who is the secondary audience(s), if any?

7. What business problems or issues does the product(s)/service(s) solve for the audience(s)? (Efficiency issues, profitability issues, operations issues, technology issues, etc.)

8. What effect do we want the piece(s) to have on the target audience(s)? (Purchase, phone call, visit Web site, request more information, increase their awareness, etc.)

9. What can we offer to achieve the desired response? (Demos, situation evaluation, sales collateral, personal visit, white paper, etc.)

10. What is the single essential message we must tell the target audience(s) to achieve the desired effect? (Be as concise as possible.)

11. What evidence is there to support our claims? (Features and benefits, testimonials, case studies, etc.)

12. Can anyone else make a similar promise?

13. Are there any technology issues to address? (Compatibility, operating systems, hardware requirements, etc.)

14. What specific industry issues must be addressed? (Trends, etc.)

15. Are there any industry, product or competitive issues to be avoided?

16. What tone should the piece employ? (Hardhitting/serious, educational/informative, humorous, etc.)

17. What do you like about your current piece(s)? (Look and feel, tone, messaging, functionality, etc.)

18. What don’t you like about your current piece(s)? (Look and feel, tone, messaging, functionality, etc.)

19. What overall impressions (look and feel, etc.) would you like the piece(s) to make?

20. Will this piece(s) be used with any other pieces? (proposals, collateral, letters, etc.)

21. How will the piece(s) be used (online, leave behind, trade shows, mailed, etc.) and at what point in the sales cycle?

22. Any other comments?

(End form)

Admittedly, getting clients to answer these questions isn’t always easy.

That’s why it’s best to be flexible with the use of a marketing/creative brief. You can ask the client to fill it out. You can use it to interview the client. You can fill it out yourself for the client’s review. Any sort of collaborative approach works well.

In the end, stress to your clients that if they want more clicks, more leads and more sales, they need to actively participate in the input process.

One you have all the information you need, you’re ready to write a winner.

(c) 2005 Neil Sagebiel