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Copy
Platform
The following
list of questions will help you work out a copy platform.
A copy platform
is also known as a copy plan, copy policy or copy outline. It is
a situation analysis where you look at your market, specific audience,
your business (client) objectives and the stage in the development
and life of the product, service, store or brand that you are preparing
to advertise.
- Market segments – based upon geographics, psychographics, demographics, usage patterns,
etc. Who is the ad or the ad campaigns audience?
- What are your specific objectives with
the ad or the campaign?
- Brainstorm and list the benefits (the bundle
of benefits) that might motivate a consumer. Remember, you are
filling wants and needs.
- Value of the Product/Service
- Every product is realy a bundle
of benefits. Value comes from the sum of benefits derived out
of 3 basic motivational categories:a.
Physical benefitsb.
Functional
benefitsc.
Psychological
benefits
- Perceived Benefits and their value. Key Benefits
- Of all the benefits of buying and using a product there are
usually a few key benefits that are key motivators in
a purchase decision. The others are like prerequisites or foundations.
They provide no particular motivation or satisfaction in themselves.
However, without them the customer won't buy the product. The
key benefits are the real motivators in selection, brand loyalty
and competitive positioning. (sunglasses)
- Positioning – a real or perceived difference
between competing products in the mind (perceptions) of the consumer.
A personality.
- What is the competitive environment and what
stage of its life is the business, service, brand or product
in? What objectives have been achieved?
- What might the USP (unique selling proposition)
be for this ad or campaign? This usually comes out of the idea
of key benefits (see item 3 above)
- How will you convince the audience, offer
proof of claims or reinforce benefits?
- What foundation information must be provided?
Context, background, etc.
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