• What is Copywriting?
    • Why Become a Copywriter?
  • Blog
    • Most Popular
    • Growth & Development
    • Portfolio
    • Business Development
    • Book Recommendations
    • Looking for Work
    • Copy Tactics
    • Definitions
  • Podcast
  • Copywriting Course
    • Comprehensive Copywriting Academy
    • CCA Login
    • Written Testimonials
    • Video Testimonials
  • Store
  • About Us
    • About Us
    • About Nicki
    • Contact Us
  • Copywriter Jobs

Filthy Rich Writer

Write copy, make money, be happy!

Tips, Tools and Training for New and Aspiring Copywriters

  • What does “Filthy Rich” mean? It means having a job you love, being good at what you do…and making great money doing it!

Do You Need to Send Clients a Brand Questionnaire?

By Nicki Krawczyk Leave a Comment

do you need to send clients a brand questionnaire

Starting a business relationship with a new client is exciting—there’s the excitement of starting a new project (and the forthcoming paycheck!), there’s the potential to build a relationship that can become long-term…and there’s also the potential to quickly and easily mess things up entirely.

In a lot of ways, the first few interactions with a new client are some of the most important. They establish you as an authority and an expert and they set the tone for how the collaboration will progress.

To make sure that that relationship begins as smoothly and efficiently as possible, some creative freelancers/agencies turn to a brand questionnaire.

And now I’m going to tell you why that’s a terrible idea.

First, let’s make sure we’re on the same page. A brand questionnaire is essentially a survey that you send out to new customers looking to get information about their brand, their goals, their frustrations, their clients/target audience, etc.

A brand questionnaire is NOT the same thing as a creative brief. A creative brief is a strategic document for a project that outlines the objectives, deliverables, and key elements of that particular project.

And, don’t get me wrong: The questions in a brand questionnaire aren’t the problem. In fact, brand questionnaire questions like “Who is your ideal client?” and “What is your brand’s mission?” and “What makes you different from your competitors?” are essential.

The problem with a brand questionnaire is that it’s sent out to clients for them to answer themselves and send back to you. And that’s a MAJOR misstep at the beginning of a client relationship.

The kinds of questions you’d have on a brand questionnaire are the kinds of questions you want to ask a new client directly, whether in person or on the phone. This gives you a chance to dig deeper into certain questions, explain elements they don’t understand, ask more questions that occur to you as you go, and truly collaborate in conversation with your new client.

These kinds of brand questions are never black and white and should never be left to a basic “input document.” Part of the expertise you bring to the relationship is the ability to offer insight and help frame the strategic view of all of the projects. You can’t do that if you just ask a client to “fill out a form.”

On top of the fact that, if you ask me, it’s rude. I’ve just hired you to write copy for me and you’re sending me back a long document and asking me to write a bunch of stuff out. I’m paying you for your time, so get on the phone and talk to me!

Sure, it seems efficient to send out a standard client questionnaire to everyone you work with, but you’re only going to be a few clients into your career before you realize that there is no “standard client.”

And when you send a questionnaire to a client, they take the time to fill it out and then, invariably, you have to follow back up with questions for clarification or more information you, you’re wasting your client’s time. That whole follow-up conversation would have never needed to happen if you’d just gotten on the phone, to begin with.

Yes, the questions in a brand questionnaire are absolutely questions that you should be asking. But if you’re looking to really be of as much service as possible to a client and do the best work you can, don’t send out a questionnaire—talk with them.

By the way, if you’re looking for what kinds of questions you should be asking when you do talk with them, here are some to get you started:

  • What is your company’s mission?
  • Why is that important to you?
  • What products/services do you offer?
  • Who is your ideal client?
  • What challenges/frustrations do they face that you help them solve?
  • What challenges/frustrations do you face when trying to connect with them?
  • What are some adjectives you’d use to describe your brand and your brand voice?
  • Who are your main competitors?
  • What do you do better than they do? What would you like to improve?
  • What are your company’s short-term and long-term goals?
Tweet
Share
Pin
Share7
7 Shares

Filed Under: Business Development

Interested in Copywriting? Get our Free Video Training!

Plus, get on the list for updates, freebies, and more :) 



About Nicki Krawczyk

Nicki is a copywriter, copy coach and the founder of Filthy Rich Writer. She's been writing copy for more than 15 years.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Follow us for more tips & tools

Facebook
Facebook
fb-share-icon
Twitter
Visit Us
Follow Me
Tweet
Pinterest
Pinterest
fb-share-icon
Instagram

Search Posts By Topic

“

Break Into Copywriting

Sign up to get our FREE video training, special resources, and more!



“skills

Portfolio Tips

Why listing out all of your possible copywriting services may not be a great idea

Do You Need to List Your Copywriting Services on Your Portfolio Site?

Should I List Prices on My Copywriting Website?

4 Things Most Copywriters Get Wrong on Their Portfolio Websites

4 Things Most Copywriters Get Wrong on Their Portfolio Websites

Comprehensive Copywriting Academy

Comprehensive Copywriting Academy from Filthy Rich Writer

Join the copywriting training program that's helping people just like you build successful copywriting careers!

Recent Articles

  • Should Copywriters Collect Sales Tax?
  • Do Copywriters Need Insurance?
  • Opening a Business Bank Account as a Copywriter
  • Paying Taxes as a Freelancer: How to Pay Quarterly Taxes
  • Getting an EIN and Filling Out a W-9

Copyright 2021 Filthy Rich Writer | About Us | Terms of Service | Privacy Policy