When we start working with you as a new client, the first thing we do is send you a form to fill out. It can look like a lot of information, so this article will walk you through the questions and explain what we’re looking for in your answers. Use this article as a guide while you’re filling out the questions.
Questions from the brief
Let’s start with a simple one. When we’re working with larger organisations, it’s important for us to know who we can come to for further information. Who’s in charge of the project?
Yes, we probably already know if we’ve spoken before, but how do you want us to refer to your business in the written copy? Some websites have a few different spellings in their existing copy; others will sometimes shorten the name. Now’s your chance to set the record straight.
Should you choose UK or US English? Where are the majority of your clients? Who are you trying to attract? If you’re in the US, it’s not a tricky one. But if you’re in the UK and most of your customers are from across the pond, it’s probably worth strappin’ the banjo to the hoss, as we call it at WH Towers*, and putting the Zs in your organization’s copy.
What is your unique selling point? What makes you different from the competition? Explaining this, in as much detail as you can give, helps us come up with topics for your blog that highlight it for your target audience – and keep that focus throughout your copy.
We can help you create your content plan, but we don’t know your industry like you do. If there’s something you’re keen to talk about for your authority content, or a process that you can explain in order to help your customers, let us know here. For some ideas, take a look at our six content categories series.
Tone and style
If your current style is inconsistent, send us some of your content that you’re particularly happy with and we’ll use that as a guide. Not got any content yet? You can link to any company’s copy that has a style you like.
How your existing content could be improved
Is there not enough of it? Or is it too long-winded? Is it not posted regularly enough? Does it lack direction, or not speak to your target audience? Let us know what you’re looking to improve with our help.
These are the people we’ll be writing your attraction content for, so be as specific as you can. If you have a favourite client who’s an absolute dream to work with, we want to know about them.
Who wouldn’t be a good fit
These are the potential clients we’re trying to keep away. If you’re thinking, “But I want to work with everyone!”, read our article on repelling content.
Gone are the days where your FAQs were banished to a forgotten corner of your website. If your prospects are all asking the same question, you’re better off answering it on your homepage, then going into more detail in your blog. Think about what your clients need to know – it’ll help us write more effective content for your site.
Call To Action
After you’ve written content that answers all the questions your ideal client would ask, it’s time to tell them what to do next. Of course, the classic is, “Get in touch”, but how? Phone call, live chat, WhatsApp, email, book a call with Calendly, fill in a form? Or have you got a lead magnet you’d like us to promote? Do you have a mailing list? Are you hilarious on Threads and trying to boost your followers? Let us know, and we can make the most of your CTA.
Sure, no one likes a copycat, but a bit of snooping never did anyone any harm. Keeping an eye on the competition is a great way to see what the norms are in your industry, and what’s being talked about. You can even respond to a competitor’s article with a different viewpoint if you’re feeling spicy.
You might not know these and that’s OK. If, however, you spent a lot of money on an SEO report with a professional, then promptly put it in the drawer and forgot about it, take it out and send it over. We work with several SEO agencies as their content partner, so we’re used to following their briefs.
Again, this is a question that is fine to leave blank if it’s not relevant. You might want to link to an industry magazine that always has good data, or a company that you partner with who shares articles relevant to your audience. You might have a sales page you want more people to see, or a useful blog post worth mentioning. That’s the kind of information we’re looking for here.
Don’t want us to give away the brand of chocolate you use in your signature dessert? Absolutely hate being called a carpenter instead of a joiner? Have particularly strong feelings about swing bridge mechanism choices? Is a certain topic off-limits? We don’t know unless you tell us, so that’s what this question’s for.
Any extra materials
Do you have a pitch deck that gives extra detail about an offer? Or a brochure that you send out to clients? Do you find yourself copying and pasting the same information into client emails? Maybe you have a huge back catalogue of LinkedIn posts full of useful anecdotes. Anything like that – send it over!
You’ve now reached the end of the brief, and with any luck, you’ll have a lovely detailed form in front of you. Depending on the type of content you need, this might be enough for us to get started. If we’re writing your website content, we’ll probably book a video call to talk through the layout. For more information about anything content-related, drop Angela an email at [email protected]
*We didn’t call it that before, but we’ll probably start