The Copywriting Brief:
a worked example



Copywriting Brief No. BD1


Company

The Big Door Co. Ltd (‘Bigdoor’)
Higher Larrick Trading Estate,
Launceston, Cornwall PL15 9QH
England.

Website

www. thebigdoor.co.uk

Contact name

Bill Bailey

Position

Sales Director

Email

billbailey@ thebigdoor.co.uk

Phone

(England) 01566 782326

Assistant

Betty Boothroyd. betty@ thebigdoor.co.uk


Job type & name

2004 range brochure

Deadline

End July

Description

Updated brochure for standard range of doors.

Specifications

4 pages A4? Full colour. Consistent with previous brochures. British English.


Essentials

Company logo. Motto: "Safe as Houses"
Introductory offer: free display board.

Response method

Usual


Main objective

Get stockists to specify our doors.

Other objective

Attract stockists to our website.

Main News/Angle

No price increasethis year.

Tone of voice

Straightforward, businesslike.

Main placings

Distributed to builders merchants.


Product/service type

Standard doors in hard and soft wood. Stained or undercoated.

Key benefit

Reliability.

Other benefits

Standard size range.
Long-established company.
Average delivery times.

Market position

About 10% of domestic market; middle-rated;country-wide sales.

Features

Iroko hardwood or Canadian softwood.
All standard sizes. 16 styles - 6 front, 6 back, 4 internal. In-house door furniture to match.


Target audience

UK door stockists fro trade and d-i-y.

Industry

Construction

Job titles

Buyer, sales manager, shop owner.

Type of person

Conservative, profit-oriented.

Responsibility

Stock ordering.


Appendices

1. Previous brochure with logo.
2.Comments from customers.

 

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For a blank template of this sheet, please click here.