Once you’ve appointed a copywriter for your project, the next step is to create the copywriting brief. It’s the one document you cannot do without. A clear and detailed brief will enable your copywriter to deliver writing that meets your expectations.
What is a copywriting brief?
A copywriting brief has everything your copywriter needs to know about your project. The brief contains instructions outlining what you expect of your copywriter and the goals you want to achieve with the project. It has all the background information necessary to steer your project in the right direction.
To help your copywriter create winning content, you need to outline your requirements and expectations clearly in the brief.
Who writes the copywriting brief?
The person in charge of the project usually prepares the copywriting brief. This could be the creative director, project manager, brand manager, marketing manager, or lead editor.
Why is a tight copywriting brief so important?
It’s all about good communication. A copywriting brief is there to make your life (and your copywriter’s) easier. By letting your copywriter know exactly what you want, your copywriter will be able to create copy that is specific and relevant to your business needs.
A tight brief helps your copywriter to get it right in a shorter amount of time, saving everybody time and money.
How does a copywriting brief benefit you?
It aligns the project with your goals. A brief helps you to articulate your goals to your copywriter. What are you trying to accomplish most with your project? Is it to build up web traffic, increase click-through-rates, boost sales, generate awareness or introduce a new product or service? Specifying your goal ensures your copywriter is committed to the same goal.
It keeps you focused. A copywriting brief helps to keep both you and your copywriter on the right track. Use the brief to set out your target market, specify the message you want to deliver, lay down the tone of voice to use and describe what the desired response should be.
It sets the deadline. Most copywriting projects are deadline-driven. Not only should a copywriting brief spell out what you expect from your copywriter, but it should also specify when you want the copy delivered to you.
It reduces the risk of rewrites. You want a copywriter who “gets it”. A tight brief will help your copywriter to nail the writing in a less amount of time. Time is not wasted on numerous drafts and you get the copy in the style you want.
It reduces the risk of a conflict. The copywriting brief forms the foundation for your relationship with your copywriter. An organized and comprehensive brief sets boundaries and helps your project to proceed smoothly. This reduces the chance of a miscommunication or misunderstanding over what is required of your copywriter.
What if you don’t have a copywriting brief?
For one, it could delay the completion of your project because your copywriter does not have all the information necessary to do a good job. Numerous rewrites could derail your project timeline.
The lack of a tight brief could also lead to less-than-effective copy. You may end up with content that does not communicate your key messages or copy that may not resonate with your audience.
Both you and your copywriter could also end up feeling frustrated. You may feel that you are not getting what you expected while your copywriter may feel it is difficult to deliver results without direction.
A copywriting brief can reduce all these risks.
Invest in a copywriting brief
It may take some time and effort to write a proper brief at the beginning of the project. But this investment is worth your while and the results should speak for themselves.
Coming up next: what goes into the copywriting brief. Stay tuned.