What is the copy strategy

The copy strategy is a paper document that determines the main elements of an advertising strategy.

This term can be translated as "writing the strategy" and over time it has become a very important tool regarding the relationship between client and company.

The structure of the copy strategy

We can structure the copy strategy in the following points:

• The benefit: it's the core element of the advertising message that drives consumers to choose your product over that of competitors;
• Insights: the consumer’s unmet need and the promise of a solution;
• The reason why: the argument behind the promise that makes credible the benefits offered by the product;

The supporting evidence: which demonstrates the validity of the promise through a specific feature or consumer behavior;

The tone of voice: the presentation of the benefits that the product offers; 

The target: the audience to whom your advertising message is directed. 

How to create an effective copy strategy?

To start creating a copy strategy, you must first focus on knowing a product, study every detail well and ensure an advantage over competitors.

It is possible to make an effective copy strategy by following several fundamental points:

• Establish the objectives of the briefing;
• Determine the positioning of the product (its position relative to competitors); 
• Identify the benefit (the advantages that customers can gain from what the advertisement promises);
• Establish the image associated with the product and its packaging; 
• Determine the tone of voice in which we want to present the product (friendly, serious, sober, formal).

Other useful elements for defining the copy strategy of an advertising campaign may include: the target group,  brand positioning, the > brand character, the brand personality.