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While very similar to the mission statement, this needed paragraph is a concise statement of: who we are, what we do, for who, to what benefit / why.
There is a significant amount of 'starting point' information and insights in terms of desired keywords and rough, rough individual 'sandbox' statements.
It's a company that provides interactive digital signage services to consumer-facing clients. So it is certainly 'technology' based but the buyer isn't "I.T." they're general manager so tech-speak needs to be managed well.
If I were to guess, it'd be 65% editing and true wordsmithing / 35% content creation. I'd prefer the process to be a little collaborative (back and forth documents) to really tease out and settle on some terminology, using your expertise.
Targeted wordcount is: less is more. Under 250. Probably a lot closer to 150. And the predominant way this 'statement' will be used will be as the first set of copy for virtually all outbound prospect materia...
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