Client Intake SOP — How to collect goals, audience, voice, offers, deadlines & payment info in 10 minutes

Step 1 — Set the tone: warm, confident, and organized

People hire people they like and trust. Start with a short, friendly opener and explain why you’re asking questions. This removes pressure and makes the client feel looked after. Example: “Thanks for reaching out! I’ll ask a few quick questions so I capture your goals, voice, and deadlines correctly. It takes about 10 minutes.”

• Task: Use the warm‑hello script or email template below.
• Why it matters: A calm start prevents defensive answers and speeds up decision‑making.
• Pro tip: Share your agenda up front so clients know there’s a finish line.

Step 2 — Capture the goal in one sentence

All content should serve a business goal. Ask: “What does a win look like for this piece?” Most answers fall into four buckets: awareness (traffic/PR), leads (email signups/demo requests), sales (conversions), or authority (trust and backlinks). If they’re unsure, offer choices. Then write the goal in plain English.

Step 3 — Define the audience you’re writing to

Ask the client to pick a single primary reader. If they say “everyone,” gently narrow it: “If you had to pick one person, who is it?” Grab 5 quick facts: role, level, main pain, desired outcome, and any words to avoid. This gives you tone, depth, and examples you should use.

• Task: Fill a mini‑persona: [role], [stage], [pain], [desire], [deal‑breakers].
• Evidence prompt: “Do you have customer quotes, surveys, or reviews I can echo?”
• Language note: Ask for terms their readers love vs hate (“synergy”, “guru”, “AI‑generated”).

Step 4 — Lock the voice & tone (with examples)

Voice is personality; tone is attitude. Ask the client for 1–2 links that sound like their brand. If they don’t have any, use the sliders below to choose where they sit: casual ↔ formal, playful ↔ serious, expert ↔ friendly. Copy a short paragraph from one of their favorite pieces (for your notes) and write a 2–3 sentence imitation. This shows you can match their sound.

• Task: Ask for 2 links they like + 2 they hate, and why.
• Do/Don’t: List 5 words to use and 5 to avoid (e.g., “simple” yes; “revolutionary” no).
• Approval: Confirm who signs off on tone if multiple stakeholders give feedback.

Step 5 — Clarify the offer (product, price, proof, page)

Great content invites a next step. Clarify which offer this piece supports. Collect four P’s: Product (what it is), Price (and promos), Proof (case studies, testimonials, stats), and Page (the exact URL that the CTA links to). If they have multiple offers, ask which one is the priority for this campaign.

• CTA style: Strong (“Start free trial”) vs soft (“Learn more”). Ask which to use.
• Assets: Request logos, brand colors, screenshots, and image permissions upfront.

Step 6 — Define scope & deliverables clearly

Scope creep begins where clarity ends. Write the deliverables in plain words: format, length, number of subheads, assets, and rounds of revision. If SEO matters, confirm the primary keyword, 3–5 secondary terms, internal links, and any competitor articles they want to outrank. If compliance matters (finance/health), note the rules.

• Format: Blog, landing page, email sequence, case study, social thread, or ad set.
• Length: Word range or section count (e.g., 1000–1200 words; 5–7 H2s).
• Revisions: 2 rounds included unless scope changes.
• SEO: Primary keyword, 3–5 secondary keywords, 3 internal links, 2 external sources.
• Extras: Meta title/description, alt text, and CMS upload (add fee if needed).

Step 7 — Map deadlines, milestones & feedback windows

Dates keep projects moving. Confirm the first draft date, review window, revision turnarounds, and final publish date if relevant. Ask about events you must hit (launches, webinars, seasonal campaigns). Note time zones and preferred meeting times. If feedback often stalls, propose a default schedule.

Step 8 — Confirm payment terms up front

Money conversations are easiest when they’re standard and simple. Share your default terms and ask if they need adjustments for procurement. Cover rate, deposit, milestones, invoice details, payment method, and late fees. If you work with international clients, ask for currency and whether they cover transfer fees.

• Procurement: Ask if you need to be set up as a vendor or sign a PO.
• Receipts: Confirm whether they need a PDF invoice, tax ID, or e‑invoicing portal.

Step 9 — Note approval rules, legal, and brand constraints

Prevent last‑minute surprises. Ask who approves drafts, what legal/compliance rules apply, and whether you can be credited by name. If an NDA or work‑for‑hire applies, capture that now. If the brand bans certain topics, collect that list. If they have a style guide, ask for the link.

• Approvers: Names, roles, and decision power (tie‑breakers).
• Compliance: Industry rules (finance/health), claims you cannot make, and required disclaimers.
• Rights: Byline vs ghostwriting, portfolio use, and usage rights (duration and channels).
• AI policy: Whether AI tools are allowed for research, outline, or draft, and any disclosure needed.

Step 10 — Recap, confirm next step, and send a written summary

End by repeating their own words back to them. People relax when they hear their priorities reflected clearly. Confirm the goal, audience, voice, offer, scope, deadlines, and payment terms in one short message. Ask them to reply “Approved” or note any changes. This message becomes your paper trail.

• Task: Use the recap email template below and attach your one‑page intake summary.
• Decision: Confirm whether you’re sending a proposal, an outline, or the first draft.
• Calendar: Add the draft and review dates to your calendar while you’re still on the call.