This is Bonus Video 3.2 in the course:

Learn How To Write Copy

Module 3: How To Take A

Creative Brief

1. Launch Statements

2. USP Template

• Choose either or use both to help you come up with a unique selling proposition/point of difference

How to find a USP:

1. Launch Statements

2. USP Template

• Choose either or use both to help you come up with a unique selling proposition/point of difference

Two strategies:

1. Launch Statements

Two strategies:

• Identify your benefits

• Establish what you offer, why you’re different

• A ‘foot in the door’ to get the conversation started

Launch Statements Help…

Use a script to help you clarify your ideas

1. “I think this …………….. is fantastic for ….. because...”

2. “What’s great about this service is that…”

3. “It’s different to other ………….. because...”

4. “The best part about it is…”

5. “Would you be interested in hearing more about something like that?”

Launch Statements…

• Service: Patrick O’Reilly’s Puppet Troupe

• Customer: – Primary School teachers – Female, aged 21-25 – Fresh out of college – Have never bought a ‘show’ for their school – Have little knowledge of what to look for

• Call To Action: To get them to send for the promo DVD

Example

…because our show is directly linked to the curriculum.

This means that you can use theatre, puppetry and singing to teach them the topics they need to learn. If they can laugh and learn and get involved, they will remember it long after we have gone”.

1. “I think that our Puppet Troupe is fantastic for you because…

...all our performers have a Working With Children Check and they are all ex teachers which means that:

◦ you can relax knowing you have chosen a reputable company that

won’t let you down or cause you any hassles with parents or questions from the Dept of Education.

◦ the performers know how to control unruly and excitable children which means you can relax and put your feet up and have a cup of coffee whilst we run the show”.

2. “What’s great about our Puppet Troupe is that…

…a full set of classroom resources including the 67-page

book “101 Brain Games For Primary School Children” PLUS …access to a free website that lets you download

completed curriculum-based lesson plans for Years 1-5 so you never have to spend Sunday nights creating lesson plans ever again”.

3. “What’s different about our Puppet Troupe is that you

get…

…you get a free DVD of the show in advance of booking which means you get to see exactly what you’re buying before you book.

And… …we give you the direct phone numbers of 10 school Principals in

your state who have booked us and would be happy to talk to you about how good our show was for their school.

Plus a guarantee that if you don’t think the show delivers on its

promise, you get the show for free...no questions asked”.

4. “The best part about it is that…

5. Would you be interested in hearing more about something

like that?

How to find a USP

2. USP Template

Two strategies

• I love _______________ but was fed up with _______________. So I created ______________ that ___________________________.

Here are some examples: (name the company, if you can): • Who am I?

Here’s The Template

• “I love beautiful shoes but was fed up with wearing shoes that looked awful and didn’t fit right because the stores never stock my size. So I created an online shoe design service that lets women design their own shoe so that it looks and fits perfectly.”

• Answer: Shoes of Prey

• “I love drinking wine but was fed up with not knowing about what wines to buy and paying too much for wine that wasn’t worth it. So I created an online wine service that helps people buy the wine they want, at great prices, educates them about what they’re drinking, and delivers it to their door.”

• Answer: Vinomofo

• “I love building online businesses, but was fed up with the cost of using expensive web development agencies. So I created a platform that enables business owners to connect with individual web developers from around the world to cut out the middleman and reduce the costs.

• Answer: Freelancer.com

By using this template, you are not only defining who you are, you are also giving your customers the phrase to use when telling someone about you.

Try it yourself:

Here’s the template broken down into components:

• I love _______________ (insert category of business)… • but was fed up with _______________. (state the problem

most people have) • So I created ______________ (nominate the solution)… • that ___________________________. (outline the benefit of

why it helps them)

Here are some handy rules to follow when you write your Fill-in-the-Blank USP:

• Keep it to two sentences • Describe what you have done, rather than what you

will do • Keep your product names out of the sentences • Don’t over-think or over-complicate • Solve a problem for people • Keep it simple and clear • Write it for one person, not a group