{"id":3904,"date":"2021-08-04T08:00:00","date_gmt":"2021-08-04T06:00:00","guid":{"rendered":"https:\/\/www.sortlist.com\/blog\/?p=3904"},"modified":"2021-07-30T15:07:40","modified_gmt":"2021-07-30T13:07:40","slug":"copy-strategy","status":"publish","type":"post","link":"https:\/\/www.sortlist-test.com\/blog\/copy-strategy\/","title":{"rendered":"Copy Strategy: Why and How to Create One?"},"content":{"rendered":"\n

A copy strategy<\/strong> is a one to two-page document that summarizes a marketing strategy<\/strong>. It helps guide the communication actions that a company wants to carry out.<\/p>\n\n\n\n

In other words, a copy strategy<\/strong> is a specification that allows an agency to know exactly what it must do to meet the expectations of an advertiser.<\/p>\n\n\n\n

In this article, we give you a definition of copy strategy<\/strong>, as well as explaining why and how to create one<\/strong>.<\/p>\n\n\n\n

Copy Strategy : Definition<\/h2>\n\n\n\n

A copy strategy<\/strong> is a roadmap drawn up between an advertiser<\/span><\/strong> and a communications agency<\/span><\/strong>. In concrete terms, an advertiser will ask an agency to create an advertising campaign. Within this framework, the two parties will agree on a set of specifications.<\/p>\n\n\n\n

This book defines the broad outlines of the project that the advertiser entrusts to the agency. It is therefore a reference document, which is established at the launch of any communication campaign.<\/p>\n\n\n\n

In short: the copy strategy<\/strong> defines all the elements that a communication action must respect. It accompanies, completes and integrates with your brief by providing your agency with framing elements.<\/p><\/blockquote>\n\n\n\n

Copy Strategy: Why Create One?<\/h2>\n\n\n\n

In communication<\/span><\/strong> and marketing<\/span><\/strong>, a good strategy is essential. A copy strategy<\/strong> meets this requirement.<\/p>\n\n\n\n

It is a document that aims to define the strategy that the advertiser’s message should follow<\/span><\/strong>. Structuring your promotional campaign, defining the guidelines, developing the techniques that will be used to develop a powerful message: this is what makes up a good communication strategy.<\/p>\n\n\n\n

If communication is not your business, you should call upon the services of a specialized agency<\/a>. It can advise you and implement your copy strategy<\/strong>. This will give the agency all the elements necessary to create your campaign.<\/p>\n\n\n\n

Indeed, the copy strategy<\/strong> gives precise advice on the message to broadcast and the tone to have to favor the alignment between your campaign, your objectives, your target, and your brand positioning.<\/p>\n\n\n\n

Therefore, the whole point of defining a copy strategy<\/strong> is to summarize the communication action you want to take and to give clear indications to your communication agency.<\/p>\n\n\n\n

How to Create a Copy Strategy: 5 Key Elements<\/h2>\n\n\n\n

The copy strategy<\/strong> is composed of 5 elements that guide the communication and frame the message to be conveyed to an audience.<\/p>\n\n\n\n

The Promise<\/h3>\n\n\n\n

The “promise” of the copy strategy<\/strong> is the reason for the existence of the communication action.<\/p>\n\n\n\n

Before being launched, any communication action must answer some fundamental questions:<\/p>\n\n\n\n