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COPYWRITER BRIEFING INPUTS
MARKET RESEARCH - COMPETITOR ANALYSIS
DIRECT COMPETITION IN ADS
Brand Website Link
Notes & Ad library link
1
Carat Lane
2
Blue Stone
3
Tanishq
Visual appeal, trust & aspiration
4
Candere
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5
Melora
6
Copy tone: Witty in a formal way, classy humour, attitude/exclusivity, jokes on couples/married life
(men will be men ad: anniversary was yesterday —→ 5 carat)
7
Style of font/size- how to communicate the messaging in the best way? what will work? what word to put in caps/offer or anything else?
8
Look & feel - luxurious, tiffany’s / Cartier
9
if wedding/jewellery is on your mind, fiona should be the first place to visit.
jewellery selection- personal process for everyone —→ storytelling
more traffic/inquiries,
focus: Appealing visual —→ offer/price —→ CTA
IMAGE- of a family jeweller but also transparent, blend of both organised seller & family jeweller, backed by tech, product consistency in quality, stick to a quality grade: transparency, get a lot of repeat orders of the same product, use reviews vigorously, build 1. awareness first 2. trust
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DIRECT COMPETITION IN EMAILS
Brand website Link
Notes & Email newsletters brand references
1
Caratlane
Don’t miss any occasions, funnelling, product displayed in a good way
2
Bluestone
good subject lines in all
3
BrilliantEarth
4
5
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Price Positioning
Indirect Competition
Property
Value
1
Mention Indirect competition-
People buying your product what else they might buy/interested in
Other brands selling similar or different products to the same target audience (share links)?
Ex: Instead of wall art, someone may buy a clock. So clock is indirect competition to wall-art. GYM memberships vs weight-loss pills vs home videos
We are the indirect competition. someone out there with a budget of 5L for a diamond, gets the diamond for 2L + the bag they wanted.
Rolex> diamond bracelet/watch
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1
Count
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