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COPYWRITER BRIEFING INPUTS
ABOUT PRODUCT(S)
ABOUT PRODUCT(S)
Table 1
Property
Value
1
What is the product(s)/offer/services you sell?
Winning products/ Focus SKUs
offline- 5-10k fabrics
bestsellers - banarasi, kanjeevaram, designer, printed collection, kota, cotton- seasonal
kalamkari- good response but limited range
Kalamkari, Bandhani prints, diverse range of products, exclusive and not available everywhere
diverse range of designs, Indian traditional prints & designs will have a good time
many traditional designs under one roof- casual to specific design/occasion
Paithani design- inquisitive
expensive- every saree takes 60-75 days to make
not run of the mill or mass market, very exclusive
50-60 bandhani sarees /pm
500-600 sarees /pm printed
2
printed sarees, only dealing in pure fabrics
primary category price range 5K +
winning category- 10-15K
3
What is the rational thing this product solves? (removes pimples, improves sleep, fastens weight loss, grows hair in 2 weeks)
n/a
4
5
In which situations/circumstances a person use this product?
Why would that person use it?
What are the problems that the product is solving? What is the transformational benefit?
Benefits, aspirations or goals achieved (areas of health, status, relationships, wealth)
(I love to be complimented for my slim body)
occasion wear, festive wear, for gifting purposes, tourists
Problem, pains or fears allayed
(My jeans don’t fit me any more, Am I looking darker?, Problems expressed in a negative emotion)
sizing issue in readymade sectioin
6
7
Why would someone want to switch from an existing product to yours? Example: Korean Skin Care to your Skincare
greenways outfit- excl/usive, guaranteed in terms of quality, best selection available
8
What are the questions, objections or hesitations people have before buying from you (even negative reviews received?)
More like a testimony to confirm the buying decision. Also similar to FAQ’s.
Ex: Is the tee true to its size? Will it look good on me Will it suit my sensitive skin? Will it cause any breakouts?
how to take care of the product instructions add to website, then in copy
9
Any false beliefs customers have that need to be addressed before they buy
(Myth- I may get addicted to using supplements, If I wear this biker-brand t-shirt but people may perceive me as a thug/beardy, Ayurveda= doesn’t work/only long term results/we’ve to apply a powder etc)
False beliefs/Myths
Too expensive, only deal in traditional silk sarees
Stories we can tell to overcome those false beliefs
exclusive, 4.2-4.3 customer service rating
sarees for all target/occasion/price/fabrics, not just traditional silks
10
What is the Biggest Promise / Guarantee about your offer (Risk reversal) eg. Eg. 14- Day refund Policy if you’re not satisfied. 100% Organic.
Any information that you want to provide your customers that helps in risk reversal?
Guaranteed quality/purity of fabric, product defect- take it back, not necessarily promoting it
11
12
13
What's the price point or price range? (lowest-highest product price)
Lowest
2000
Highest
4,00,000
AOV
12,000
Best seller
*above*
14
15
Any technical specs about our products we need to know?
What people google to arrive at your or similar products?
Ex: “Minoxidil” in the Hair care industry, “Hyaluronic acid” in skincare products. Brands that do not use “Mica”.
Size- 5-20 metres in length, 70cms of blouse piece minimum, can go up from that, unique information, what design, etc
16
17
How are product delivered to customers?
Is Free shipping available?
Yes, within india, all orders above 5k
300rs below 5K
International charges - 2K
Is COD Available? What payment methods?
All cards, payment methods, razorpay, UPI, COD not available, No EMI facility
Shipping timelines?
within India- 5-7 days, international- 7-15 days, depends on product availability, certain products need to be pre-ordered, extended by a week, 30-40 days to procure and produce- extended by a week
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10
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