Maybe your organization has been around for awhile and has outgrown the marketing materials that were created to get you off the ground. Or perhaps your company is new, has a new focus, or is trying to establish a new client base. Before giving you a quote for your request, an experienced marketing writer will ask you several questions:
Why do you need it?
> What purpose will it serve?
> What do you use now for this purpose?
> Why do you think your current materials aren’t delivering for you?
Who is your target audience?
> Is there a secondary audience?
> What do you want the target audience to do?
How will the piece will be used?
> Will this piece be presented in person, or will it be mailed or e-mailed, and/or posted on your website?
> If it is presented in person, will other materials also be reviewed? What information is contained in these materials?
> How do you intend to follow up?
> If you’re planning a printed piece, how many years to you expect to use it?
How will the piece fit into your overall marketing strategy?
> Do you have a website? Are you happy with it? Why, or why not?
> How does this piece fit with the content on your website and your other marketing efforts?
Based on your responses, the marketing writer may:
Ask you to collaborate with her (and possibly a graphic designer) on a creative brief — a document that will serve as a guidepost for the content, tone and format of your new marketing piece. The creative brief will allow you, your team and your marketing writer to understand what makes your organization unique.
Agree with your assessment of your marketing needs and send you a proposal.
Propose a piece that may be in a different format — or contain more, less, or other content — and explain her rationale.
What you gain
This process will let you better understand how your new marketing piece will work for you — how it will specifically address the needs and interests of your target audience while expressing your organization’s mission, goals and personality.
©Cathy Curtis 2010
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