Need a sales text. How to make a TK for the author?

Often the text client wants "all at once" but is not in a hurry to develop a technical task (TK). And the author must gradually find useful information or independently determine the UTP, benefits, characteristics of the company. As a result, a misunderstanding may occur. And the problem is solved by traditional knowledge of great capacity and well trained. We continue the drafting cycle of the TUT.BY public relations service and the Olvrayt agencies and explain how to fill in the memoir so that everyone is happy.

What happens if the mandate is poorly compiled or not compiled at all?

1. The client and the author see the text in different ways – the result does not match expectations.
2. Zero or not as expected, "sale" result.
3. Many modifications.
4. Angry customer, devilish author.

How to write TK to avoid all this

Introduce the author to the specificities of the company.

Indicate the key points of the company and, if possible, select a government employee for the role of expert. Let him describe the features, answer the questions and read the prepared text. This is the only way to eliminate many errors by ignorance.

Indicate the purpose and subject of the text.

Each text has a clearly defined subject. This may be the announcement of the arrival of a new shoe, a blow to the choice of a potato peeler or the test of a new model of washing machine. The author does not have to struggle with what to focus on in the material.

Target audience

Give the author an idea of ​​who he is writing for. If possible, make your image as specific as possible.

Calculate the amount of text or give a blank check to the author.

For the text to fit perfectly on the main page or the already created landing page, specify the total volume and volume of each paragraph. But if there are no special restrictions or if the text will be placed on a third-party site, you can focus on competitors' documents or give a blank check to the author.

Note the information that must enter the text

This concerns bonuses, purchase, payment and delivery features. A short and clear cooperation diagram at the end of the text (payment by card / cash / SSIS, delivery in the Republic of Belarus in 1-2 days, a discount card for any purchase from 35 rubles, etc.) , as well as specific numbers and facts – all this motivates to buy.

Think about the structure yourself / ask the author to develop the plan and send it for approval

If you have clear structural requirements, describe them in detail. If you do not want to think through the frame of the article, ask the author to outline the structure and agree with you.

Describe the illustrations to the text.

If you do not have your own pictures or drawings to illustrate the material, describe in detail the required visual. Specify search source, content, resolution. Thus, you will save time for you and for the author. And get what you expect.

Separately, make the key points of the article.

Describe in detail what to say and what to keep quiet. Attach technical documentation that will help the author, better and more quickly, to deal with the specifics of the problem. Tell us what mistakes are made when writing such texts. Give links to resources where you can get information.

Mark contact information

Phone numbers, comment buttons, social network buttons, e-mails.

Place hyperlinks in the text.

The brief for the site, newsletter, blog, you can include the following:

• Specify the requirements for SEO and the use of keywords.

And remember that you have to work carefully with the keywords: adapt them organically, use verb forms, avoid the frequent and unnatural use of key queries in the text (for example, "Buy cheap Minsk boots"), dilute and so on.

• Specify the percentage of spam / uniqueness / trust source that you approve.

For the customer, the terms of reference have two very specific advantages. First of all, it is useful to understand what he wants from the text and from the author. Second, it is helpful to get along with the interpreter. As in the abbreviated version looks like a good TZ, you can see in our version of the "Comfortable Brief". We recommend using its full version to compile TK.

We have also prepared options for the customer to think about before publishing an article on TUT.BY on a short checklist. This will not forget anything important and get the maximum effect of advertising!

And in the next article, we will tell you what to write in the advertising text, how ideas are developed and how to integrate the simplest information guide in a beautiful packaging.