| Ask the Expert |
| Establishing Effective Copy Platforms: Ways for Clients to Help Us Create the Most Effective Advertising Possible |
To better fulfill our client's objectives, the creative team at Semaphore always establishes an advertising copy platform before we begin work on a new creative assignment. By providing the following information and resources, clients can help us to create the most persuasive and accurate copy for their assignments.
Here are some things to consider in helping us establish a copy platform for your next assignment:
- If we do not already possess it, a client can provide us with all previously published material on the product to use as background information.
If we are revising or refreshing a previous ad or campaign, clients can provide us with tear sheets of previous ads and any other relevant collateral material. If the job is a brand new assignment, clients can still provide us with valuable internal documents related to the job to include internal memos; business and marketing plans; reports; and proposals.
- Clients can help us by answering the following questions about the product, service or special event that we will be advertising.
- What are the unique features and benefits of this product or service?
- Which benefit or service is the most important?
- How does the product or service work?
- What materials, sizes, and models is it available in?
- If this is a special event, what are the dates, locations, and hours of operation?
- Tell us about your audience.
- Who are your primary and secondary markets?
- What do you think will be most attractive to the customer: price, delivery, performance, reliability, service maintenance, or quality?
- Help us determine the main objectives of your copy (and there may be many!):
- To generate calls and/or sales
- To answer inquiries
- To qualify prospects
- To transmit product information
- To build brand awareness
- To build company image
- To serve as a special announcement
By having thorough answers about your product, service or event, you can help us to best position you in today's marketplace. It will not only save us time when starting your assignment, it will save you money by giving us the valuable background information we need to get your job done quickly and efficiently.
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