When we write ads for our sponsors, we ask standardized questions that help us gather information in the quickest and most efficient way possible. No need for marketing briefs that are dozens of pages!
Here are the most important questions from our advertiser onboarding.
“Please summarize what your company does.”
Sounds basic, but there’s a good reason for it.
Sometimes it’s obvious what a company does. Sometimes it’s not. It’s always better to get the answer straight from the company.
It helps us understand their language and how they want to position themselves.
“How is your product better or different from your competitors?”
This is basically a company’s unique selling proposition (USP).
Since we often have sponsors that provide similar services, this helps us to better position each brand.
“Who’s your target client or ideal customer?”
This helps us understand the demographics as well as the psychographics of the company’s audience.
Since the main goal of our ads is to get you to click for more information, rather than to “sell,” sometimes it’s enough just to know the audience and the offer.
“What’s the main pain point, problem, or issue that you solve?”
The pain points of an audience are the foundation of creating great hooks, headlines, angles, and more.
And last but not least, we ask for a link to the landing page for each promo.
We want to make sure our text and visuals don’t send a confusing message once you click out.
If you write copy or run ads for your clients, we hope this helps you produce your own questions and collect detailed briefs.