Kelly C. Richardson, EdS

Kelly C. Richardson, EdS
Freelance Creative Director + Direct Response Copywriter
+ Strategic Marketing Consultant + Digital Entrepreneur
643 Carla Court, Winder, GA, 30680-4909, USA
770-307-0306 (office/vm) ● 678-859-2960 (mobile/text/vm) ● [email protected]
New Client Welcome Package
Dear Colleague,
hanks so much for your interest in my copywriting services — I really do appreciate the opportunity to work with
you. If you ask any of my regular clients, they’ll tell you that I express my appreciation by creating a unique final
product that surpasses your expectations and delivers more value than it’s project fee.
Now, maybe you asked for this information kit out of curiosity. Some clients do — especially those who have never
hired a freelance copywriter before.
But more likely you need a good business-to-business or business-to-consumer copywriter — someone who combines
writing skill and sales ability with technical know-how and product knowledge.
Whatever the reason for calling or writing, you want to know more about a writer before you hire him. If we were
sitting face-to-face, chatting in your office, you’d ask me questions. Let me try to answer a few of those questions right
Package Contents
Professional Summary
Page 2
Schedule of Fees
Page 11
Previous Experience
Page 3
Copywriting Blueprint
Page 13
Educational Profile
Page 5
Honors & Awards
Page 5
Page 5
Select Clients
Page 7
Frequently Asked Questions
Page 9
eet Kelly C. Richardson, EdS: A unique fusion of Creative Director, Direct Response Copywriter, Strategic
Marketing Consultant and Digital Entrepreneur.
From global corporations to mid-sized 'up-and-comers' to lean, agile small businesses, Kelly has the expertise and
experience to take brands to the next level by (1) increasing clicks, response, and sales; (2) creating multiple streams of
income while lowering human and fiscal resource expenditure; and (3) maximizing the return on every marketing dollar
As a Creative Director and Direct Response Copywriter, he’s managed profitable campaigns and produced engaging
content for Fortune 500s Google, Microsoft, Yahoo!, Cox Communications and Cardinal Health.
Kelly's industry and market expertise includes technology, finance, insurance, traditional medical and holistic healthcare,
renewable energy, education, and entertainment and leisure.
As a lifelong student, Kelly holds graduate degrees in English (1999) and Education/Training (2001) from Georgia State
University, Curriculum/Instruction (2010) from Lincoln Memorial
University. He is also earning his PhD in Learning, Instruction and
Innovation from Walden University (expected matriculation date 2017).
As a marketing leader, Kelly is guided by ethical responsibility and a
dedication to moral accountability. He was recognized by Marquis Who’s
Who in America (2005) and Biltmore Who's Who (2011) for his
contributions to best practices in responsible marketing and advertising.
He's also a member of the American Writers and Artists Institute Hall of
To discover more about this marketing talent and how to make him a
part of your team, visit right now.
Direct Response Copywriter + Strategic Marketing Consultant
2002 - Present (12 years)
Launched and grew a freelance direct response copywriting business to a six-figure income while serving over 250+
clients ranging from Fortune 500s to lean, agile start-ups. Activities performed for clients include establishing creative
direction, assembling a turn-key sales funnel, managing design and copy teams, and setting a benchmark schedule of
deliverables in line with client goals.
 Create and manage high-value, low-expense marketing campaigns for B2B and B2C
 Offline, print-based projects include direct response packages, speech/script work, sell-sheets, brochures, etc.
 Online, web-based projects include: web site copy/content, landing pages, social media profiles/posts, PPC ads,
 Mentoring a team of aspiring junior freelance copywriters via HypnoMarketingU! email-based study course
 Visit:
Digital Marketing Manager at InkHead Promotional Products
2013 - 2014 (1 year)
Manage digital B2B/B2C marketing efforts encompassing content development & management, email marketing, search
engine optimization, and inbound marketing techniques on major social networks for, an online
promotional products distributor.
 Devising strategies to drive online traffic to the company website
 Tracking conversion rates and making improvements to the website
 Developing and managing digital marketing campaigns
 Utilizing a range of techniques including paid search, SEO and PPC
 Managing online brand and product campaigns to raise brand awareness
 Improving the usability, design, content and conversion of the company website
 Evaluating customer research, market conditions and competitor data
 Review new technologies and keep the company at the forefront of digital marketing
 Visit:
Creative Director at Nexus Direct
2013 - 2014 (1 year)
Responsible for the overall supervision of Nexus Direct’s creative product — both traditional and digital mediums.
Interfaces with the account team and clients, mentors the creative department, and is an integral part of the new
business team. The mission is to develop effective traditional and digital advertising and marketing concepts — and
inspire the agency’s creative department to do the same. Assigned to the following client portfolios:
 American Institute of Aeronautics and Astronautics (AIAA)
 Democratic Governors Association (DGA)
 Democratic Senatorial Campaign Committee (DSCC)
 National Institute for Automotive Service Excellence (ASE)
 Progressives United (PU)
 Teachers Insurance and Annuity Association of America (TIAA-CREF) Life Insurance Company
 Visit:
Director of Content and Syndication at Linked Media Group
2008 - 2013 (5 years)
Develop strategy, design, execute, measure and optimize across Linked Media Group’s ecosystem of online media
partners and deliver high performing programs that leverage content syndication, online comparison sites, directories,
paid social and other channels. Leverage buyer personas and triggers, target the right audiences and reinforce Linked
Media Group’s position as a leader in the market to generate high quality leads. Maximize lead generation, performance
marketing, the end–to–end marketing funnel, sales pipeline, complex B2B sales cycles, and via analytics and relentless
testing. Evaluate campaign performance and take demand generation to the next level at Linked Media Group.
 Manage 50-person writing team for web site content creation.
 Identify small niche sites and hidden market segments.
 Develop content and social media components.
 Accelerate social media and moderating.
 Solicit feedback, prioritize and 'featurize' for revenue-producing components.
 Visit:
Direct Response Copywriter at QuinStreet Media, Inc.
2003 - 2010 (7 years)
Create results-driven online and direct mail marketing campaigns based on results of in-house campaigns, personal
experience with similar direct response marketing campaigns, and knowledge of marketing campaigns in parallel
industries. Assignments include both print and Web including long copy sales letters (10+ Web pages), e-mail campaigns,
autoresponder series, web pages, newsletters, articles, product briefs, banner ads, pop-up campaigns, affiliate
promotional copy, order form copy, brochures, telemarketing scripts, package inserts, seminar scripts, conference call
scripts, product packaging, etc. Ensure company brand is reflected in tone, positioning, and essence are fully integrated
in all marketing copy. Mentor the copywriting team, helping guide the marketing materials into generating the highest
possible sales and profits.
 Writing copy for a wide network of quality, high-end web site directories on education, business services, travel,
home, beauty, and healthcare.
 Writing duties that span the gamut of the selling process: research, media, advertising, direct marketing, design
services, and internal.
 Visit:
Online Content Optimizer at 1st on the List Promotion
2005 - 2007 (2 years)
Responsible for coordinating and implementing SEO & SMO strategies for clients. Interacting with clients as well as
working closely with the company team to make sure that the goals of the client are achieved. Perform keyword
research in coordination with client business objectives to optimize existing content and uncover new opportunities.
Provide SEO analysis and recommendations in coordination with elements and structure of websites and web pages.
Provide recommendations and execute/manage strategies for content development in coordination with SEO goals –
general and keyword specific/ Help to create and support marketing content to socialize and use for social media
purposes (e.g. customer videos briefs, customer case studies, blog posts, posts from analysts and customers). Develop
and implement link building campaigns. Develop, manage and execute communication/content strategies via social
communities in coordination with client goals. Implement and administer search engine programs (XML sitemaps,
shopping feeds, webmaster tools).
 Monitor and evaluate search results and search performance across the major search channels in order to
improve rankings.
 Research and administer social media tools in support of clients’ social media strategy.
 Monitor and evaluate web analytics dashboards and reports in order to develop and recommend SEO strategies.
 Communication to team and management on project development, timelines, and results
 Optimizing web copy and content for Fortune 500 clients to increase organic search rankings, daily traffic hits,
and lead-generation statistics.
 Consulting with managers, optimizing existing web copy, and creating new web copy for products and services:
Seimon Networking and Telecomm
 Visit:
Direct Response Copywriter at Red House Global Brand Agency
2003 - 2005 (2 years)
Create results-driven online and direct mail marketing campaigns based on results of in-house campaigns, personal
experience with similar direct response marketing campaigns, and knowledge of marketing campaigns in parallel
industries. Assignments include both print and Web including long copy sales letters (10+ Web pages), e-mail campaigns,
autoresponder series, web pages, newsletters, articles, product briefs, banner ads, pop-up campaigns, affiliate
promotional copy, order form copy, brochures, telemarketing scripts, package inserts, seminar scripts, conference call
scripts, product packaging, etc. Ensure company brand is reflected in tone, positioning, and essence are fully integrated
in all marketing copy. Mentor the copywriting team, helping guide the marketing materials into generating the highest
possible sales and profits.
Creating strategy-driven solutions that develop brands and deliver messaging in a memorable, creative
execution for medical, high-tech, and retail marketing
Designing sites using the latest online media concepts, leaving a comfortable and non-intrusive environment for
natural advertising opportunities
Walden University
Doctor of Philosophy (PhD), Learning, Instruction & Innovation (2012 – 2017)
Lincoln Memorial University
Educational Specialist, Curriculum and Instruction (2009 – 2010)
American Writers and Artists Inc.
Professional Certification: Copywriting, Marketing, and Branding (2000 – 2004)
AWAI FastTrack to Copywriting Success Bootcamp, AWAI Accelerated Program for Six-Figure Copywriting
Georgia State University
Master Degree in Arts, Education/Training (2000 – 2001)
Georgia State University
Bachelor Degree in Arts, English/Psychology (1994 – 1999)
East Tennessee State University
Business Administration (1991 – 1993)
Athletic Scholarship
East Tennessee State University, 1991: Football, baseball
Who's Who in America
Marquis, 2005: Ethical marketing practices
Biltmore Who's Who
Biltmore, 2011: Ethical marketing practices
Published Work: Football Training Like the Pros
Author: Chip Smith | ISBN: 007159468X | Print ISBN: 0071488685 | Category: Sports | Publisher: McGraw-Hill
"Kelly is a great communicator. The ability to express your thoughts into words that will persuade the reader to take
action is no easy task. Kelly is well versed in many industries and we highly recommend him to all of our clients that
need that 'special' content that increases their bottom line."
— Phillip R. Chafin II, Web Developer
The Last Webmaster
"It is a pleasure working with Kelly he is professional, creative and is responsive to our company’s needs. I would highly
recommend him."
— Michael Weise
Embry-Riddle Aeronautical University
“Kelly C Richardson, has highly developed creative writing, SEO and marketing skills. Over the past few years I've been
working with Kelly on many projects and I've found Mr. Richardson, to be honest and straightforward with his factfinding technics to write the full story and to the point.(extremely SEO friendly) I can only say that I'm very pleased to
know and work with him. I have no reservations about recommending him highly."
— Jacob Cobi Babchuk
Platinum Funding Group
"Kelly is a very creative and talented writer. I hired Kelly to write the copy for my website, I gave him a basic idea of what
I wanted. The copy I got was incredible, it was fresh and creative. He went the extra mile and found quotes that fit my
approach to design perfectly. I have hired Kelly since the first project and when someone asks If I know any great
copywriters, I always give them Kellys info."
— Tait Sundstrom
Sund Designs
"Kelly's talents are considerable, he is a consummate professional and I would highly recommend him to any company in
need of a master copywriter or manager of a team of people focused on content development."
— Lee Traupel
Linked Media Group
"Kelly is a talented, top-notch professional, whose creative copy and concepts inspires and persuades readers to action.
In addition, his broad understanding of marketing allows for him to capture the concept of the project and turn around
assignments quickly."
— Mary Frances Blatchley
Enlightened Fanatic
"It is pleasure to work with Kelly. Prompt response, excellent communication and timely delivery. Kelly's integrity and
precision are remarkable. Expertise topped with the influence of a titan like Michael Masterson. The result speaks for
itself: a powerful persuading sells copy.
— Stan Zhekov, M.Arch.
Space Master Interiors
"Kelly has proven to be an excellent resource. He listened to my requirements and wrote copy that has been very
effective for me. I appreciate his professionalism, his attention to detail and his ability to ask effective questions to
clarify my needs. Kelly's services are very reasonably priced. I highly recommend Kelly for your copywriting needs. Chuck
Kissee President/CEO Securus Private Client Group"
— Chuck Kissee, President/CEO
Securus Private Client Group
"Kelly is extremely knowledgeable about Content Development and all strategic touch-points that impact creating
"world class" content, including: Web Site Design, Search Engine Optimization, Menu/User Interface issues, Content
Sourcing, Keyword Optimization and much more. He is a superb writer and editor and we would highly recommend him
to any firm that needs high quality content delivered on time and under budget. He is also very effective as a manager
and team leader and his leadership skills are exemplary."
— Lee Traupel, CEO
Intelective Communications
"Kelly is a to the point managing editor...with a great opportunity for up and coming copywriters."
— Joseph Ratliff, Copywriter
JMR CopyWriting Services
"I worked with Kelly when he was managing editor for Intellective Communications. The projects were well planned and
well executed. Most importantly to me, payment for my writing was received on time, which is testament to Kelly's
organizational skills and editing abilities. If Kelly were to offer me another assignment and my schedule was clear, I
would probably take him up on it."
— James Kinkade, Writer
Intelective Communications
"I have nothing but kind words to say about Kelly. Kelly was very helpful in helping me get the assignments I had to
complete done, and in time. Kelly was very thorough in communicating and in following up with all email messages.
Whoever hires Kelly would not only get the best employee possible, but would get a loyal, dedicated, and hard-working
one as well."
— Harry Husted, Owner
Creating Words
"I have commissioned writing projects from Kelly many times. He has always been creative, reliable, and prompt. It's
hard to imagine better qualities for a freelance writer/editor."
— Katrina Boydon, Director of Content
"For the past two years I've worked at QuinStreet, I've known Kelly to be the most reliable writer we have. As a
managing editor, it's crucial to have writers who I can always depend on to meet deadlines--Kelly is that writer. He is
also eternally grateful to receive work and is an A-plus communicator."
— JoVon Sotak, Managing Editor
Select Clients
Abakus Internet Marketing
ABriYah Internet Services
Absolute 0 Internet Studios
Ad Excellence
American Marketing Group
Cool Blue Interactive
Demographik Media Marketing
The Design Factory
Digital Search Media
forBri Marketing & Design
Greggs Marketing
Marketing Edge Group
Marketing Specifics
The Method Agency
Nexus Direct
Nteractive Marketing
OneIMS: Integrated Marketing Solutions
Redhouse USA Global Brand Architects
Thalo Creative
Mortgage Title Partnership
Platinum Funding Group
The Prescient Group
USA Funding Solutions
Wells Fargo Financial
Competitive Edge Sports
Players Disc Golf League
Police Athletic League
Professional Disc Golf Association
SouthWind Plantation
Southwind Destinations
Ascot Diagnostic Services
Cardinal Health
CareResource In-home Care Service
Dr. David Strahley
MedX Corporation
Piedmont Hospital, Atlanta
Quest Diagnostics
Stewart G. Eidelson, MD
Brain Trust CEO
China Link International
CCI Telemarketing
Current Events Productions
Food Insights
Homeowner Data Service
Impulse Research
Insights Research Group
Life Resource Group
Retirement Wizard
Robins Consulting
Securus Private Client Group
Biogenerations LLC
BiTS, Inc.
Clearwater Civil Contractors
Express Line International
i+o Industry Planning + Organization
OceanWorks International
Velocity Fulfillment
AcuExams Test Preparation
American High School Academy
Balance Education Service
DeKalb County School System
Embry-Riddle Aeronautical University
Fulton County School System
Georgia State University
Gwinnett County Public Schools
Intellective Communications
INTENT Media Works
Solo Media
Southeast Media
Voice Broadcasting
Williams Gerard Productions
Yahoo! Education
Best Invest Biz
Big Trends
Centurion Advisory Group
Credit Connection
eLender Services
FX Trader
Global Stock Source
Informa Investment Solutions
Millennium BankCard
Cook Communications Ministries
Johnnie’s House
Kingdom Enterprises
Knoxville Chamber of Commerce
Liberty County Chamber of Commerce
Patricia Frawley Philanthropy
Setting Captives Free
St. Joseph’s Cathedral
Democratic Governors Association
Democratic Senatorial Campaign Committee
Progressives United
American Health Media
Bookmark, Inc.
City, Coast, & Country Magazine
Delusions of Adequacy eZine
Hatherleigh Press
Healthy Living Books
HQ Publications
Local Content Now
MeadWestvaco Publishing
Pro Edit
Pushbutton Press
Quinstreet Media Group
The Sharing Post
Sounds True Publishing
SouthComm Publishing
Writing Assistant
Gold Cartouche Network
The Great Atlantic & Pacific Tea Company
Incon Lighting
InkHead Promotional Products
KooKoo Bear Kids
Most for Your Auto
Olysto Incorporated
Stroll and Go
Sweet Pea Bowtique
Blown Away Landscaping
Cornerstone of America
CYA Insurance Agency
David Wiley & Associates
Integrity Moving Services
Mailmasters Mailing Services
National Institute for Automotive Service Excellence
Northshore Forms and Labels
Property Sign Postings
R.A. Seigel Flooring
ReMax & Lake Norman Properties
Search Logic Recruiting
Services to Lawyers
Space Master Interiors
Teachers Insurance and Annuity Association of America
(TIAA-CREF) Life Insurance Company
Touchstone Home Products
Travel Access Club
United Pad
WesTex Printing
Altor Systems
American Institute of Aeronautics and Astronautics
eWorkforce Technologies
Internet Technology Partnerships, Inc.
MNT Scientific DLL
Per-Se Technologies
Scientific Compliance
Siemens Telecommunications
T&L Group LTD
American Web Developer
Alpha Design Group
Sund Design
Thimothy Design
Frequently Asked Questions (FAQs)
“How extensive is your writing education and research training?”
I have earned both a Bachelor’s Degree in English and Master’s Degree in Education from Georgia State University. I also
earned a Specialist in Training/Instruction from Lincoln Memorial University. My writing concentrations in those degrees
include technical, research, and creative styles. I am currently earning a Doctoral Degree in Educational Policy and
Leadership from Walden University.
As Georgia State is a major research university, I have spent years honing my skills as a researcher and reporter. I take
great pride in my ability to find the often-missed facts most copywriters ignore and translate those nuggets into dynamic
“What are your qualifications as a copywriter?”
I have been specially trained by Michael Masterson, the master of the trade, through the American Writers & Artists
Institute. My specialized instruction incorporates a variety of methods of creating hard-selling, benefit-targeted copy.
“What are your specific arenas of expertise?”
I have significant and applicable experience in education and training, health care, technology and electronics, sports
and recreation, personal services, seminars and presentations, and general information communication.
If you sell to business, industry, professionals, or through direct response, chances are I already have experience dealing
with your type of product or service—or with something very similar. Take a look at my writing samples enclosed with
this letter. Do they seem “right up your alley?” If not, let me know, and I’ll send additional samples that are closer to
your area of interest.
And don’t forget, my outstanding research capabilities allow me to become an expert in the field most useful to you.
“What types of assignments do you handle?”
I cover the full spectrum. About 80 percent of my business is writing direct-mail and sales brochures for business,
industrial, and high-tech clients. The rest involves creating a wide assortment of marketing communications materials,
including ads, feature articles, press releases, newsletters, catalogs, case histories, annual reports, product guides,
manuals, and speeches.
My specialty is my ability to write clear, credible, persuasive copy about a wide range of business products and services,
from the simple to the highly technical. I am able to quickly grasp complex marketing problems and understand
sophisticated technologies. Clients appreciate the fact that I can sit down with engineers, scientists, system
professionals, and other specialists, ask intelligent questions, and speak their language.
“Why does your title include ‘consultant’?”
In addition to writing copy, I also work with many of my clients as a consultant, helping them plan marketing campaigns
that generate maximum response. They’re delighted and satisfied to get on-target advice that works—at an affordable
fee—and they appreciate the fact that I don’t charge a monthly retainer.
“Your fee schedule includes a price for ‘Project Critique.’ What’s that?”
A Project Critique provides an objective review of an ad, sales letter, brochure, or direct mail package. You can have me
critique either an existing piece or a draft of copy in progress. It’s up to you
When you order a Project Critique, you get a written report of two or more single-spaced typed pages that analyzes your
copy in detail. I tell you what’s good about it and what works, what doesn’t work, what should be changed…and how.
My critique covers copy, design, strategy, and the offer. It also includes specific directions for revisions and rewriting,
although I do not write or rewrite copy for you under this arrangement.
A Project Critique is ideal for clients who want a second opinion on a piece of copy, or who need new ideas to inject life
into an existing package that’s no longer working. It also enables you to sample my services at a far lower cost than
you’d pay to have me write your copy from scratch.
10 | P a g e
“Speaking of money, how much does it cost to hire you for a project?”
For any copywriting assignment—a direct-mail package, a sales letter, an ad, a brochure, a feature article—just let me
know what you have in mind and I’ll quote you a price. The enclosed Schedule of Estimated Fees gives typical prices for a
variety of different projects.
“How long will it take you to complete my project?”
Ideally, I like to have two or three weeks to work on your project. That gives me the time to polish, edit, and revise until
I’m happy with every word and detail.
However, I realize you can’t always wait that long. So if the job is a rush, just tell me the date by which you must receive
the copy. If I take on the job, I guarantee you will have the copy on your desk by this date—or sooner. No matter what
the deadline is, the copy I submit to you will be right. You can depend on it.
“What happens if I want you to revise the project?”
Just tell me what you want improved and what the changes are, and I’ll make them—fast. There is no charge for
rewriting. Two revisions are included in the flat fee we’ve agreed to for the assignment; provided they are assigned
within 30 days of your receipt of the copy and are not based on a change in the assignment after copy has been
Most clients are pleased and enthusiastic about my copy when they receive it. But if you are not 100 percent satisfied, I
will revise the copy according to your specific guidelines—at my expense.
“How do I hire you for my project?”
Putting me to work for you is easy. First, just tell me the basics of the project as well as your target audience. Send me
your brochure, catalogue, or any other literature that will give me the background information I need to write your copy.
But don’t worry about organizing anything—I’ll do that. If I have any questions, I’ll pick up the phone and ask.
If you’d like to get together and go over the job in person, we can do that, too. I’d be delighted to meet with you,
wherever and whenever you wish. When you give me the go-ahead, I’ll create your project for you. You will receive your
copy on or before the deadline date. And remember, it is guaranteed to please you.
So…why not try my service for your next sales letter, direct-mail package, feature article, press release, ad, or brochure?
I promise you’ll be delighted with the results.
Schedule of Fees
NOTE: This list of fees is provided as a guide based on regional average pricing for marketing and advertising
communications listed in Chris Marlowe’s Freelance Copywriter Fee & Compensation Survey. Individual projects may
vary; your project budget is also taken into consideration. Please remember, cheap copy doesn’t work; and copy that
works isn’t cheap. For questions concerning pricing for your project, email [email protected]
Autoresponder: $100 - $300
Business Plan: $2,500 - $9,500
Case History: $500 - $1,500
Catalog Copy: $300 - $400/page
11 | P a g e
Direct Mail Packages:
Lead-generating (envelope teaser, 2-page letter, standard brochure, reply form): $1,000 - $2,000
Order-generating (envelope teaser, 2-page letter, standard brochure, reply form): $2,000 - $2,500
E-mail Letter, long copy: $500 - $1,000
E-mail Letter, short copy: $300 - $500
Feature Article: $500 - $3,000
Lift Note: $200 - $300
Magalog (14-page): $4,000 - $6,000
Microsite Sales Letter, lead-generating: $500 - $1,500
Microsite Sales Letter, order-generating: $1,500 - $2,000
Newsletter: $250 - $500/page
Press Release: $250 - $750
Print Ad (8"x 10"): $1,000 - $2,000
Resume/CV: $100 - $250/page
Sales letter: $500/page
Tri-fold Brochure (8.5"x11"): $500 - $1,000
Tri-fold Self-mailer (11"x17"): $1,000 - $2,000
Web Site Copy:
$250/page for pages 1 - 5
$150/page for pages 6 - 10
$50/page for pages 11 and over
NOTE: This list of fees is provided as a guide based on regional average pricing for marketing and advertising
communications listed in Chris Marlowe’s Freelance Copywriter Fee & Compensation Survey. Individual projects may
vary; your project budget is also taken into consideration. Please remember, cheap copy doesn’t work; and copy that
works isn’t cheap. For questions concerning pricing for your project, email [email protected]
Copywriting Questionnaire/Blueprint
Type your responses directly into this document, save, and then return via e-mail along with any digital or physical materials you
think might help with this project.
Return via email to: [email protected]
Forward print materials to: Kelly Richardson, 643 Carla Court, Winder, GA 30680-4909 USA
12 | P a g e
Type of Project
(i.e. web copy, a sales letter, an
e-mail, an 8.5x11 tri-fold
brochure, etc.)
Target Length of Project
(i.e. 2 standard pages, 1,5002,500 words, 30 PowerPoint
slides, 10-minute speech, etc.)
General Sections of Project
(i.e. for a web site - home,
services, why choose us, admin
team, etc.)
1. What is the goal of the copy?
2. What is the overall goal you’re trying to achieve? Look ahead six months from now. If this project could accomplish just one
critical task in that time, what would that be?
13 | P a g e
3. What other goals would you like to achieve with this project?
4. Is there anything about your product or company that will lend credibility to your sales pitch? This could include awards you’ve
won, how long you’ve been in business, how many locations you have, etc.
5. What product or service will you be selling?
6. What are all the features of your product? Don’t leave anything out – put everything down. A fact or feature is something the
product does, like provide transport, or an attribute it has, such as multiple colors.
7. What relevant facts and figures have been gathered about your product? Have any studies been made that provide facts and
figures that will substantiate your claims? Is there an industry trade counsel that can give you meaningful facts, graphs, charts, and
statistics about your product? How does it compare to your competitors’ products?
14 | P a g e
8. What are the major benefits your customer gets from your product? That is, what does your product do for your customer? The
difference between a fact/feature and a benefit is that while a fact/feature is something the product does or an attribute it has, a
benefit is something your product does FOR YOUR CUSTOMER.
9. What major benefits do your customers get from doing business with you rather than doing business with your competition? Or,
from your product rather than your competition’s products? What makes doing business with you “unique?” Why should a prospect
favor you with their business instead of your competition?
10. What is your customer’s main concern?
11. Create a short, accurate profile of the type of customer you’d most like to attract.
12. What type of guarantee do you offer?
13. What level of service and support do you offer?
15 | P a g e
14. Please send me copies of any of the marketing pieces and items listed below. Note for material in online format, identify the
material and provide a link. If it’s a digital file, send the file. If a piece exists both online and in physical form, only send the physical
piece if it differs from what’s online.
Sales Letters
Newspaper and Magazine Ads
Radio and Television Spots
Card Deck Cards
Press Kits and News Releases
Telemarketing Scripts
Sales training materials
Back issues of promotional newsletters
Classified ads
Marketing plans
Market research
Product Sample(s)
Feature articles by you or about you/your company
Testimonial letters from satisfied customers
Complaint letters from unsatisfied customers
15. What schedule did you have in mind for this project? Are there any required timeframes due to factors outside your control? For
example, an upcoming trade show.
16. What approval process will you follow? Who will need to approve and how long should they take? What response do you
expect? For example, after review, changes should be made and resubmitted within 1 day, 1 week, etc.
16 | P a g e
17. What deliverables do you require and in what format? For example, copy for sales letter of 4 – 8 pages, envelope teaser, reply
coupon and bonus buck-slip in MS Word format.
18. Is there anything else I should know that’s important to, or a concern with this project? Anything I didn’t ask, that I should have?
19. Finally, please “sell” me your product as if I were sitting across the table from you.
17 | P a g e