01 Aug How to Brief a Copywriter

Copywriters like to ask many questions – and here’s why

Written by Katherine Tate

4 min read

It may sound strange, but us copywriters, we often spend more time planning a project than doing the actual writing. Even the simplest job needs a rock-solid direction: a good brief and thorough research. Because it’s only after we dig deep into your business, goals and market, that we can put the exactly right words on the page – and create clear, compelling content that gets you noticed.

But why is a copywriting brief so important – and what do you need to think about when briefing your writer?

The Brief Stripped Bare

Here’s the thing: a great brief sparks great copy. And the more time and effort you put into the briefing stage, the bigger copywriting bang for your buck you get. While we like to think we’re pretty awesome at what we do after all those years of writing, we’re (unfortunately) neither mind readers, nor miracle workers.

We can only build our work based the information you supply. And we can only write spot-on content (aka copy) if we get to know you, your needs and your goals really well. So we ask many questions to be able to create unique and powerful content that fits you and your business like a glove. You can get an in-depth idea how your copywriter’s mind works by checking out our briefing form and see the questions we like to ask.

Also, try and think beyond the immediate copywriting brief. Maybe you only need a few pages of web content now. But we love to know all about your future plans, so we can create words that stands the test of time. Plus, it lets us grow a close relationship together – and help you get the most out of your marketing investment over the long term.

What’s Your Story?

Start by thinking about your business. In our copywriting brief, we’ll want to know what your business does, how you do it, and why. This gives us a big picture view of how you operate – and why you need our help.

The ‘why’ is everything. Because it’s the start of your story. It tells us about your mission, beliefs and passion. As well as why your audience should care about the work you do.

Tell Us What You Want (What You Really, Really Want!)

Once we get you and your business, we’ll want to know how we can help boost your marketing.

So, try to get very clear about what copy you need written. Is it a 20-page website, monthly e-newsletter, one-off whitepaper, or book editing? Or perhaps it’s a wider communications strategy. Or a package of different content pieces.

Sometimes you won’t know exactly what form the written piece should take. And that’s OK. We’ll help you figure this out. But having some idea of the final product and it’s goal will help us understand your expectations – and start the relationship off on the best foot.

The ‘Who’

We also love to know all about your place in the market. So we might ask:

• Who’s your competition – and what are they doing differently (better or worse)?
• Who’s buying from you – and are you giving them what they want?
• What’s your USP? What makes you stand out in the crowd?
• What’s your market position ­­– and how do you see it changing in the future?

 
This helps us get a clearer picture of where you’re at – and where you want to head. It also means we can tailor your message to the right audience and their pain points.

What Do You Love … And Loathe?

Have you read a blog with a tone of voice that’s perfect for your website? Or is a competitor making waves with an engaging ebook? What style of writing do you like? And what words, phrases, or brands do you loathe?

Sometimes it’s easier to show what you do and don’t like, than to try and explain it. So show us some examples, to steer us in the right direction.

(S)He Who Is Well Prepared Has Half Won The Battle

When you hire a professional copywriter, they’ll be able to guide you through the briefing process. But it’s even more effective to approach your writing project with some understanding of how copywriting works, and the results you want to achieve.

Then you can look forward to a rewarding, productive ongoing relationship with your word nerd – and results that knock out your competition.

We’d love to be your word nerd. Get in touch to discuss your copywriting questions and editorial needs. You can download our copywriting briefing form to see what things we might ask to create compelling content for you.