The perfect copywriting questionnaire (including a free template)

The perfect copywriting questionnaire (including a free template)

copywriting questionnaire
copywriting questionnaire

Maybe you just landed a client or you’re about to. I get it, it’s exciting.

But now you need to make sure you deliver your very best work so you get paid, keep the relationship, and generate referrals. 

Asking the right questions at the beginning of the project is the best way to make sure the project is successful. It also shows the client they’ve made the right decision since you’re asking all the right questions. 

In this article, I’ll review the best copywriting questions to ask along with a downloadable template you can send a client right away. 

What is a copywriting questionnaire?

A copywriting questionnaire is exactly what it sounds like. 

Carefully curated questions to uncover as much information as possible about the client, the business model, and the customer. 

You’re going to need this information if you want to deliver great work.

Why you need a copywriting questionnaire

This is pretty self-explanatory. It’s hard to write effective copy if you don’t deeply understand the business, the product, and the audience. Once zoom call with the founder won’t cut it.

Not convinced yet?

Hear me out.

I had numerous calls with a prospect (financial planning agency) who explained everything about their business and customer. I was actually impressed at the depth of information they could provide off the top of their head.

I almost didn’t send the questionnaire. 

Although I like to do things right so I sent it at the last minute and made it a requirement to complete.

It turns out the business was “video first”, they don’t have an office and don’t take walk-in appointments. 

I had no idea this was the case. 

Such a simple and obvious piece of information was missed early on. If it wasn’t for the copywriting questionnaire I would have poorly assumed this was a regular business with an office and opening hours. 

In summary, a copywriting questionnaire is going to give you all the information you need to craft killer copy.

Here are 18 copywriting questions to ask your client

The questionnaire is broken up into three core sections. The project, customer, and business. This is enough to get all the information you need and align expectations. Too many questions will cause the client to rush. If this happens you’ll get answers that are almost useless.

About this project:

  1. What is the primary goal of this project? What would be a good outcome?
  2. When do you want to get started and when should this be completed? 
  3. What is your budget?


About your customer:

  1. Describe your customer in detail. If there are different customer segments please also describe these 
  2. Who is your “bread and butter” customer? 
  3. What does the perfect customer look like to you?
  4. What are the primary emotional benefits that resonate the most with customers?
  5. What are the primary data points, case studies, or figures that have prompted a “wow” response from your customers?
  6. What do you love most about your customer?
  7. Have you ever surveyed or interviewed your customers? If so please drop a link to the relevant material.


About your business & offer:

  1. What do you want people to do when they {open each email/ visit your website/other}? There should only be one core goal.
  2. What is your primary value proposition? What makes you the best choice in your niche?
  3. What is your core offer? Describe the product and explain the onboarding process. 
  4. What are the primary emotional benefits that resonate the most with customers?
  5. What aspect of your sales pitch or offer has been the most effective at converting customers? 
  6. Who are your direct and indirect competitors? Who do we need to outperform?
  7. How are you better than your competitors? (this can be in any way, shape, or form)
  8. What do you love most about your business?


Get your free copywriting questionnaire template below

Below you can duplicate a copy of the copywriting questionnaire for free.

If you’re new to Google Docs, follow the steps below:

  1. Open this link 
  2. Click File > Make A Copy
  3. Rename the document 
  4. Click Make A Copy
  5. Update the highlighted text in the doc so it reflects the client’s details 

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