Well-crafted copy is a key component of your company’s marketing strategy. It has the power to sway your audience, persuade them to take action and, ultimately, drive sales.
To ensure your copywriter delivers top-notch content, you need to provide them with a comprehensive brief. This will help them to deliver exactly what you want.
In 10 simple steps, this article explains what you should include in a copywriting brief. Afterwards, you can download my FREE Copywriting brief at the bottom.
10 steps to a copywriting brief that gets you results:
- An overview – Give a brief project summary including your company name, website, what you need and when you need it.
- Your brand – Provide your copywriter with a bit of background about your business. Such as what you do, your unique selling points, and who your main competitors are.
- Project type – Explain what kind of content you need. For example, is the text for a website, blog article, ad campaign, print catalogue or something else?
- Your audience – Describe your audience. Knowing things like your audience’s age, location, gender and education level will help create copy that resonates with them.
- Your goal – What do you want your audience to do after reading the copy? Buy a product? Subscribe? Be informed? Having a specific goal helps your writer create copy that motivates your audience to take the intended action.
- Tone of voice – Your brand’s tone of voice reflects its personality. Share your tone of voice guidelines with your copywriter if you have them. If you don’t, give some examples of other companies and websites you like.
- SEO & keywords – If you’ve conducted SEO research, send it to the copywriter. It will help them optimise your content and ensure your audience finds your company online.
- Word count – By providing a desired word count, even approximately, will help your copywriter deliver the right amount of information in a fitting format.
- Brand materials – Sharing any additional brand materials you have, such as images, videos, customer reviews, articles and guides, aids your copywriter in their research and helps them create robust and informed content.
- (Optional) Project deliverables – If you know exactly what you need or you have several different types of copy you want, give a list of the items you need and provide a brief description for each one.
Download my Copywriting Brief Template for FREE
Need to brief a copywriter on a project? Download my free template here:
Before you go…
Remember, a detailed brief is a fundamental tool in getting the most out of your copywriting services. It’s not merely a formality, but a critical step to make sure your copy engages your audience and meets your marketing objectives.
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