Getting Focused Copy – Using The Gregor & Co. Creative Worksheet

Every job, endeavor or project should begin with a detailed plan or a blue print. Copywriting is no different. Strong, focused copy that moves your prospect to do or think what you want them to do or think needs a simple, yet powerful focus. That’s why I use the Creative Worksheet. Many marketing departments, advertising agencies and PR firms have their own versions — the important thing is to take the time to use it!

Answering these questions is not always easy, but the time spent doing so yields better copy and saves you money and time in the long run. Most importantly, it is the first step to strong focused copy that clearly communicates your message.

Keep it Simple. Be “Single-Minded”!

Make sure your answers are “single-minded,” meaning based on a single idea. Secondary messaging should never get in the way of key ideas. Make it specific, narrow and precise in its scope. Say everything and you say nothing.

Gregor & Co.
CREATIVE
WORKSHEET

CLIENT: 
DATE: 
JOB #: 

  1. Description of the assignment: 
  2. To whom is the message addressed. Describe the target prospect, be as specific as possible: 
  3. What do we want this prime prospect to think and do? 
  4. What is the key benefit to be communicated convincing the prospect/customer to think and act how we want them to think and act?
  5. What are the feature(s) or characteristics of the product or service that effectively deliver(s) the key benefit? 
  6. State any other requirements or information pertinent to the assignment: Call to action? Addresses and phone numbers? Labeling information? Competitive Information? Etc.
The Creative Worksheet can be reduced to four key questions: (B) Who? (C) What? (D) How? (E) Why?

Gregor & Co.
CREATIVE
WORKSHEET

CLIENT: Fairday Hospital Birthing Center
DATE: 3/28
JOB #: 12345

  1. Description of the assignment:
    Create a Direct Mail Post Card announcing the opening of FHBC’s newly renovated birthing suite. Invite prospects to come to an Open House on May 20th. They will receive a FREE gift bag for attending.
  2. To whom is the message addressed. Describe the target prospect, be as specific as possible:
    Women 25-34 within a 20-mile radius of FHBC who are expecting a child or plan to become pregnant.
  3. What do we want this prime prospect to think and do?
    Go to the open house and think FH has the most advanced and sophisticated birthing unit in the area.
  4. What is the key benefit to be communicated convincing the prospect/customer to think and act how we want them to think and act?
    Because FHBC is uniquely qualified to handle the most difficult pregnancies as well as “routine” births, expecting mothers can experience peace of mind.
  5. What are the feature(s) or characteristics of the product or service that effectively deliver(s) the key benefit?
    FHBC has more board certified neo-natal specialists and more advanced diagnostic equipment than any other hospital in a 50-mile radius.
  6. State any other requirements or information pertinent to the assignment: Call to action? Addresses and phone numbers? Labeling information? Competitive Information? Etc. 
    See attached competitive data and already completed capabilities brochure for details. Make sure to prominently display the FREE offer and the phone number and landing page address for response.
A well-executed Creative Worksheet. Simple and single-minded in its focus.

This story was written by Chris Gregor, freelance copywriter. Take a look at my other work (the stuff I get paid for) and learn more about my copywriting capabilities and experience/backgroundContact me at Gregor & Co. 413 528-4763 or chris@gregorwriting.com

Gregor & Company, P.O. Box 646, Great Barrington, MA 01230
(413) 528-4763  •  chris@gregorwriting.com

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