What is the name of your organization or business?*

Where can we find your current website if you have one?

What do you like about your current copy? What do you hate?*

What is the #1 thing you want people to do when they visit your site?*

What motivates your customer to purchase your product/services?*

Who is your target audience, and are there distinct subgroups within this audience? Can you describe your current typical customer and also your ideal customer for the future?*

What differentiates you from competitors?*

Include a link to their website.

What topics or phrases would you prefer to avoid? Are there any absolute “no’s” when it comes to writing? For example, no use of acronyms, etc.*

Can you send examples of content in the style you like? These could be links to websites.*

What is your core offer? Describe the product or explain the process.*

What are the primary benefits of your offering(s) that have resonated with the most customers on an emotional level?*

What are the primary analytical points, case studies, or figures that have impressed prospective customers?*

What aspect of your pitch has been, in your opinion, the most effective at selling customers on your business?*

What are the primary pain points that people come to you to solve?*

How do people typically find your website? Are there any keywords that you know off the bat you want to target?*

If your brand was a celebrity, who would it be?*

Ex: Matthew McConaughey (Cool, calm, friendly)

Are there any businesses that you want to emulate in some way?*

What is your favorite thing about your business?*

What is your favorite thing about your customers?*

Is there anything else you feel I should know while writing your copy?

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Copywriting Planning Form

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