..or to put it another way, you’ll get as good as you give. When it comes to hiring a copywriter – or any other professional for that matter – a good brief is vital. Here are some things you should take into account when building a brief for a copywriter.
Building a better copywriting brief
Copywriters aren’t clairvoyants. They may get a sense of what you want when they speak to you but their interpretation of your needs may not be accurate. That’s why you need a good brief. It’s also why your copywriting will only be as good as the brief. So what makes a good brief? There are several things that you should include:
- Market research – if you’ve got it. The copywriter needs to know for whom she, or he, is writing. What are the demographics of your target audience?
- What are the features and benefits of your products or services? (For more on this see my free article From feature to benefit)
- What is your unique selling point (also known as a USP)? In other words why should people buy your product rather than someone else’s?
- What is the tone of the communication you are planning? Professional, funky, techy etc.
- Do you want it written from scratch or do you have a draft you want the copywriter to work from?
- Do you already have a design in mind? If so what are the word and layout limitations the copywriter must work to?
- Are there any existing promotional materials that the copywriter should see? This is particularly important if you want the new work to fit in with previous material.
This list isn’t exhaustive and every project is different but it should give you a feel for what you need to get started with your copywriter.