What to include in your brief
You can help your copywriter provide the best results by giving them a good brief. This means being super clear about exactly what you want them to deliver, how soon you need it, examples of what you want, and how you want to work together.
Don't worry if you've never done it before – we help you submit a brief!
Here are some details you might include in your brief:
- Your details – how to contact you (phone, email, website)
- Goals – what you want to achieve
- Audience – who is the project targeting?
- Company – background info on your business, what you do, and what makes you different
- Competitors – who are your top competitors?
- Project type – type of copywriting or content project (e.g. blog, email series, website copy, ad, etc.)
- Industry/topic – what do you want it to be about?
- Length – if you don't know, it's okay to say so
- CTAs – what calls to action or what actions do you want your reader to take?
- Examples – links to similar content you like
- Style – what tone of voice do you want your content or copy written in?
- SEO – keywords you'd like to target with the content (if relevant)
- Deadline/urgency – if you don't have a set deadline, pick a realistic date in the future (say, 6-8 weeks ahead for a biggish project, or 1.5-2 weeks for a small one) and say you're flexible
- Resources – data, contacts, links, images, and any documents that will help your copywriter write quality content
I usually request an initial brief with just enough information for me to understand the scope of the project and give an accurate quote with all the right inclusions. Depending on the project, I might get this from an initial enquiry email, a phone conversation, or an online form.
After my client accepts the quote, I may send through a second, more detailed brief to help me fill in any details and start writing the copy. But this will depend on the project and client. For smaller projects, I might only do a short, initial brief. And if they're a regular client and I'm pretty confident that I understand their needs, I might skip a proper brief altogether.
Sometimes while I'm writing something, I'll come back with a few more questions to fill in the gaps. While I have my standard briefing processes, it's important to remember that every client and project is different, so I adapt my processes to suit.
One of my goals as a copywriter and content writer is to save my clients time. A brief should support this goal by being comprehensive enough to help me get the project mostly
right in the first draft, without taking hours and hours to fill out.