B2B clients can often be the most structured and organized clients you’ll work with.
That’s because B2B companies usually have a buttoned-down process for everything they do — from manufacturing widgets and building new software programs to training employees and setting up new accounts.
Systems and processes can ensure that nothing slips through the cracks or runs off-track.
Therefore, B2B clients will not only appreciate it if you have a professional process for gathering project information, they’ll expect it.
This is especially true if it’s a new client, because you need to dive in and become familiar with what the company does and offers.
Before you start any project, you need to know the answers to these questions:
Editor’s Note: You can create your own Creative Brief based on everything Pam covered here… but also, AWAI has a program that includes a complete Creative Brief template with tips on how/when to use it. The program, Working Effectively with Web Clients, is mainly for web copywriters, but its ideas and tools can be applied to any B2B copywriting project.
