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COPYWRITER BRIEFING INPUTS
ABOUT BRAND
ABOUT BRAND
About Brand
Property
Value
1
Name of your brand
Fiona Diamonds - copyright - Fiona
3
All your Social media handles (insta, youtube, facebook etc)
4
What is the goal of your engagement with us?
Do you want to generate more leads?
Book more appointments?
Drive registrations?
To make product sales?
we have worked with few agency in the past, not recently though.. goal 1 - lead generation (high ticket size items- soliatire, necklaces, (5lakh-50lakh- customisation service)
(lab grown diamonds- lead generation - then sentot sales team)
goal 2 - website sale, offer, coupons, earlier google ads did not work, affiliate programs worked best for us, cred platofrom helped us wth profitable conversion)- 2015- online store(now in shopify within next 2 weeks)- link woo commerc to shopify)
5
Experience with previous agency
(did not work well, may be due to products, website issues)
7
Links to FAQ about the product you’re promoting
8
Do you have heatmaps of the website?
To know where the customer spend most of their time on the webpage
hotjar
9
Story behind the name
14-15 yrs back- looking for unique name- Fiona- white like a princess
10
Why did you start this company in the first place?
(“I got laid off” is just as valid as “To share my passion with the world.” Seriously!)
natural diamonds also called us mine diamonds,
lab grown diamonds - (eco friendly, fairtrade diamonds- millenials prefer lab diamonds,
occasion based- gift to bride, (we want to gift natural diamond)
11
The Gap in the market
What is missing in the market?
What do you think this should be there in the market?
Something your competitor is not well at doing?
1- engagement ring big in Inida, we have 500+ rings ready
(others wil have 5-6 ready rings)
2- customisation - date, initials, designs, personal shopper & jewellery designer also we give them )
3 - in our category , we give best price guarantee, get value for money,
we deal in all grades of diamonds.
4 - leaders in solitaire designing , moisaanite diamonds, price - plain gold jewellery also we have started,
5 - outsource some designs, depends on trend, design as per trends, inhouse manufacturing so quality control is there..
12
What have you / your company done, seen, or thought that makes you better than your competitors at delivering?
Do you have any kind of credibility about your brand?
Ex: Plastic-free, Earth-friendly- Any unique USPs, Any certifications, Past experience, Awards or achievements?
13
What do you dislike about your industry?
What’s wrong with the way your industry currently operates that you would love to fix?
Something that you don’t like about the way the industry has been running?
Ex: Maybe false claims or high pricing, unsustainability, marketing gimmicks, etc..
transparency - trust factor - educating the customers, no jeweller - family doc or family jeweller, - selling lab diamonds in the name of natural diamonds...
Unorganised sector -
14
What are the trends and changes that affect your industry? What can you do to be on the cutting edge of those changes?
Example:
Detergents- Tide pods, liquid, powder
Skincare- Glass skin, Cloud skin
ppl don't prefer heavy jewellery, new brides also want big solitaire,
15
Mention Min 3, Max 5 Facebook interests associated with your brand / products (eg wellness, yoga etc)
insta reels, lead generation works - delhi, mumbai - (more than tg its the content)
16
Any unique selling point? How is our brand different?
Are you catering to a different market?
(Ex: accounting software for small biz owners or accounting software for startups?
ALL, who serve only plus size clothes.
a skincare brand especially for African-American skin type)
online shoppers - majorly men (70- m , 30-f) - good offer on right occasion - they buy it—
store - self purchasing women - upto 2-3lakh self purchase- 35yrs+
(delhi doing the best aov, recently tier 2 cities- ahmedabad, indore, kanpur, guwahati )
these cities- wom - in small towns
Is there any innovation you’re bringing to the industry?
(Ex: airbnb has a different way of solving the hotel reservation problem,
Clothing brands who take back your old clothes and offer discounts on new purchases,
Maggi Pichku made of plastic because the glass ketchup bottle falls and breaks)
lab grown diamonds- buy back, value retention , here its an investment , post covid- fast spending, little less apprehensive, 100% buy back & exchange (they calm down),
Is there a Different production or creation process involved?
(Ex: Small batch productions/Made to order or large scale products? What is the advantage of it)
Are the product designs different or unique?
(Ex: Pringles coming in cans as even sized chips while normal chips are all different, way of packaging or even production process, design of the product or design of the packaging)
led light in the box, attractive gift box), inhouse certifications - pic of jewel, buy back
Does your brand have a different worldview
(Ex: brand values and beliefs - socially conscious, charitable, green etc)
(Kinder to planet, fair to employee,
Sourced ethically, FDA approved, ISA approved.)
17
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