How you can brief like a BOSS.
Securing more ‘bang’ for your ‘buck’, when it comes to briefing your freelancers, starts with a good brief. So this is my guide to ensuring you get the most out of your next copywriting project, completely fuss free.
1. Start with the Big Picture
No matter the project, big or small, start by saying how this fits into the overall marketing strategy and aligns to the business objective.
E.g. We have a desire to grow our revenue by £1m by the end of the year, and the electric car market is a priority sector for us. This blog is one of many that will make up a targeted campaign we’re running between July and September, which will also cover other topics such as XX...
It doesn’t need to be too detailed, a sentence or two will do, but any copywriter worth their salt, will want to know this information to ensure the content not only engages, but is also fit for purpose.
Starting here also invites a wider conversation with the writer, offering scope for them to push back on the brief and make suggestions; ideas that you may not have even thought about.
2. Cover the basics
Sounds obvious, but it’s amazing how many briefs can come through without some of the basic information. It’s also good to be very clear about what you expect from the project both in terms of delivery and working relationship.
A simple checklist I’ve used previously for covering this part, can be found below:
What’s the required word count, as a range e.g. [750 - 1000 words] and including any limitations e.g. it cannot be longer than 1,000 words due to XX...
What’s the delivery time frame including any key milestones e.g. We require the first draft by XX and the final delivery of the copy by XX. And don’t forget(!) to include exact times, if appropriate. With so many people working flexi hours, COP now means very different things to different people, so be clear if you need it by a certain time.
The points of contact e.g. I will be your main point of contact for the project delivery, however if you have queries about XX, we will need to liaise with XX etc.
Delivery format. E.g. Word doc, PPT, Excel, I’ve had allll the requests, so be clear from the beginning so there’s no ambiguity.
3. Talk about your target market
This is often just covered in a short one liner, “It’s for CEOs in the PE sector” but if you can share any additional detail here, you can really level up your results. Copywriters ‘should’ do their own research into the target demographic, but you can’t beat insider knowledge!
So, tell them if there are any nuances you’ve gathered along the way. For instance: What have you found has worked best for this market in the past? And why are / should they be engaging with you?
Here are some other things to think about...
Do you know anything about the demographics of the target market (age, gender, location, income level, etc.)?
What are the interests and preferences of the target market?
What challenges do they face?
What value do you add to their company? And what value could you add to them personally?
How do you want them to feel after reading this content?
Are there any other factors that you think may influence the target market's consumption / engagement / decision-making process?
4. Think about tone
Hopefully you’ll have a shiny TOV document you can share, alongside your brand guidelines but in the absence of that, my advice is to send as much archived content as you can to show the direction of travel.
Alongside that, think about the energy and feeling you want to evoke.
And if there are any ‘bad’ examples you’ve done in the past, and that you think didn’t hit the mark, then send those too.
5. Don’t forget about any design considerations!
Living with a graphic designer affords me two great insights. The first, is the amount of times copywriters aren’t told to write their content for a specific design layout. And the second is how much you can improve upon a project when the copy has been written with a specific design in mind.
So...
Got a template you’re using? Show the copywriter!
Want some lovely pull quotes to sit alongside some imagery - tell the copywriter!
Want your copywriter to speak to your designer before they start writing - tell them!
Never done it before, so the design is a work in progress, but you’ve seen something online that you like. Send it to them!
6. What’s the Call To Action?
Every piece of content or marketing material should have a call to action.
But let’s get clear, there should only be one, e.g.
Download this
Sign up here
Follow us online
Book a call
Write it down because your copywriter will be sure to ask you for it.
7. The sign off procedure
Now... it’s important to be very transparent about this.
Not only so the copywriter can build this into their quote (avoiding any awkward budget conversations later down the line) but it also means the copywriter will adjust their timelines to accommodate multiple feedback rounds, which can so often derail projects.
Also make clear how the procedure will work (for instance will the client or the copywriter coordinate to collect and coordinate feedback?) and also be firm on who will provide the final sign off and who’s input is just advisory - it will save A LOT of confusion down the line.
8. Be Honest
Having a frank conversation is always best to ensure you get the very best results. So, if the title you’ve given to the copywriter is fixed in stone because the CEO is immovable on the subject, then tell the copywriter that.
Equally, if you’re looking to lean on their expertise for something you can’t quite get across in the brief, then make that request too. For instance: “The new programme we’re launching will help colleagues grow but we really need a sentence which summarises this in a very succinct and engaging way, can you help?. By signposting key areas of importance, your copywriter can prioritise these, and it’s likely that you’ll get a few options to choose from, avoiding lots of to-ing and fro-ing.
Honesty is also great for the working partnership. So whether it’s saying: I chose you because of XX expertise or I will need to talk through each round of feedback over the phone, or perhaps: we’ve struggled in the past because previous copywriters can’t quite strike the right tone - it will all help. And by sharing this information you’ll set your partnership up on the right foot, making clear the areas that are really important to the success of the project.
Found this helpful?
You can find my complete guide here. And you can also click below to download a PDF Brief Template, ready for your next project.