The correct technical requirements for the copywriter.

Started by Stranger, Sep 29, 2022, 07:02 AM

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StrangerTopic starter

My friends, tell me if I have correctly drafted the terms of reference for the copywriter?

  • Sheet 1 First I marked the top requests in the cluster by frequency (marked red).
  • Sheet 2 Defined H1 from the analysis of competitors.
  • Squeezed phrases.
  • I squeezed the phrases not from the top queries.
  • Made a sample for the copywriter. Included 1 query in the text so far.
  • List of sites and a stop list of sites.
  • Next, in the service Pixel got: Key phrases and words, the words that set the theme, LSI.
I plan to give such a technical task to the copywriter.
Did I do everything correctly? All things considered?


Quote from: Stranger on Sep 29, 2022, 07:02 AMif I have correctly drafted the terms of reference for the copywriter?
In order to understand this question should not start with a set of keywords, and with the basic working input - what kind of site, what topic, what site format, how the structure is implemented (if any), what exactly the business task, what business environment (if it is a business area).

For the online store selling baseboards - that's one story, for an information site - a review article about the installation of baseboards - quite another.

You can not determine the correctness of the task for a copywriter without the necessary working inputs.

This is you know about your site, and those to whom you address do not know anything and guess about the options - a thankless task.

StrangerTopic starter

My terms of reference look something like this:

Terms of Reference for a copywriter
You need to write a unique article.
General requirements for the text:

1.    The material must be of good quality, and broken down into logical blocks that will allow the reader to quickly assess its content and read (if necessary) only the part of interest.
2.    Enumeration lists should be at least 300 characters away from the beginning and end of the text, the distance between enumeration lists should be at least 450 characters.
3.    Key phrases must be used as follows. Each phrase has the required number of uses in parentheses. Say "inexpensive furniture in Pyongyang (1)". - specify the phrase "inexpensive furniture in Pyongyang" 1 time in exact occurrence.
4.    Key words should be used the specified number of times in parentheses in any convenient word form. Say: "TV (3)" - specify the word "TV" 3 times in any convenient word form (for example: "TV", "TVs", "televisions", etc.).
5.    Key phrases and words should be evenly spaced throughout the text.
6.    "Subject words" and "Highlight words in the output" are recommended to be used in the text in an arbitrary word form and as many times as specified in brackets. Say: "store (3)" - 3 times the word "store" in different word forms.

Text volume: 17300 characters without spaces.

Key phrases and words:
- wood floor plinth (1)
- wood baseboard (2)
- for the floor (1)
- wood baseboard (15)
- price for (29)
- skirting board made of (22)
- wood (1)
- penguin (1)
- wooden (5)
- floor (8)
- plank (8)
- skirting board (62)
- wall (4)
- price (1)
- floor (5)
- wood (3)
- width (1)
- shaped (14)
- buy (20)
- for parquet (2)
- in pyeongyang (1)
- parquet (5)
- natural (2)
- wood (1)
- wide (1)
- meter (7)
- natural (1)
- flat (10)

Text Structure. It is required to break the article into logical blocks:
- at least 1 picture
- at least 1 list

Words that set the subject matter:
- product (24)
- won (16)
- array (16)
- pine (8)
- delivery (3)
- catalog (3)
- company (2)
- selection (1)
- store (1)
- assortment (1)
- internet (1)

Words from the highlighting in the output:
- mm (107)
- m n (52)
- oak (36)
- in stock (34)
- available (34)
- varnished (30)
- varnish (30)
- plating (20)
- cost (1)
- high (1)
- europlint (1)
- pricing (1)
- floor (1)
- painted (1)
- dprk (1)
- euro (1)
- fillet (1)
- 5 (1)
- centimetre (1)


Then. Before proceeding to formulate the provisions of the terms of reference, you:
a) Have to present the structure.
b) Define clearly in which cases it will be categories, and in which it will be informative articles, and in which you will use semantics for product cards.
c) Must be clear about the format of the text areas. For categories, this can be a traditional block of text at the bottom of the product listing.
But text outputs can be shaped in a variety of ways, for example, you write:
The material should be of good quality, and broken down into logical blocks,
Good quality - how? Any copywriter, when he writes, he's sure he's writing good quality content, but when there's a detailed parsing, a lot of things come out. Logical blocks -- which ones, specifically? Is there a specific format structure to the text? Let's say, description, purpose, application - then there may be commercial blocks - delivery, guarantees.

Then how the classic models of copywriting are used in texts know? Read a couple of articles on the subject, it's useful.


Sometimes it seems that on drawing up TOR takes twice or three times more time and energy, than on writing the text.
I sometimes the volume of TOR exceeds the volume of the finished text.

I do not know how anyone works with copywriters, of course, but imho need to specify the site for which the text will be published (shop/blog). The purpose of the text (what you want to convey to the reader). The stylistics of the text in which to write. Add examples of what you would like to have in the output.
So actually, this can be limited.


Here I read the comments and wonder how people still stubbornly believe that you need to write texts for robots, actively promote links, and not improve the content and the site as a whole. You guys are hostages of old ideas and rules!

Create a product useful to people, that's the key to success!
How many competent people are talking about this, and there are a lot of sites on the web that are nothing of themselves, delve into these concepts for real, evaluate their importance.
What kind of question is how many characters should be in the article – this is nonsense, the article should reveal the essence of the question, and not contain a specific number of characters.
 You are given an average figure of 3000, but it does not mean anything, for different conditions it can be a radically different figure. Why count symbols, you need a high-quality and succinct answer to the question, that's your goal.