How To Nail Your Next Copywriting Brief [+Free Template]

Having trouble with creating the perfect copywriting brief? You’re not alone.

But hey, it doesn’t have to be that way! Think of it as your trusty fishing net, skillfully capturing the essence of your ideas. As a brief copywriter, your job is to create a valuable tool that helps fellow copywriters understand your project’s goals and audience. But where do you even start?

No need to panic! In this blog post, I’ll not only walk you through all the essentials, making sure you’ve got everything you need to create an effective brief that’s satisfying for your copywriter and your audience alike – I also have a free copywriting brief template for you😉

Let’s dig in!

What Is a Creative Brief in Copywriting?

Toy bus on map with speech bubbles

A creative brief in copywriting is like a roadmap for your project, consisting of a concise document that lays out the specific details of the who, what, why, and how of the task at hand.

With it, your copywriter will have all the essential information about your target audience, the objective of the copy, the tone of voice to be used, and any key messages to convey.

Essentially, the creative brief helps the copywriter create content that is tailored to your exact needs – and not just with words on a page.

Reasons You Need to Know How to Write a Brief

Weight scale with time glass on one side and dollar bills on the other side

Here are some important reasons why you should learn how to craft a great brief:

  • Cost Savings: The more information you can provide in your brief from the get-go, the fewer rounds of edits and revisions you’ll need. Time saved means more money in the bank for other projects.
  • Maintaining Brand Consistency: A solid brief ensures that your copy will match your brand’s voice and messaging. This helps you maintain consistency and stay on top of your brand’s image.
  • Better Collaboration: An effective copywriting brief gets the conversation rolling between you and your copywriter, making it easy to ask questions, share ideas, and provide valuable feedback.

Chat Sessions For The Win!

Sometimes, a casual chat can help you clarify your vision. Consider scheduling regular check-ins with your copywriter. It fosters a collaborative spirit and fine-tunes the end product.

To sum it up, getting the hang of creating a task-specific brief is super important. It’s a skill that will level up your teamwork with copywriters. Plus, it helps you create content that hits the mark, from start to finish.

You’ll save time and resources while keeping your brand on point.

Step-By-Step Instructions on How to Write a Brief

Man walking down large spiral staircase

Now that you know why writing a brief in copywriting is so important, let’s take a closer look at the actual steps necessary to create one.

1. Outline Client and Project Details

Kick things off by including your client, project details, and any relevant web page in your brief, along with other essential company information. You can find most of this on their contact page.

Moreover, remember to include additional information about their product or service.

2. Define The Primary Goal

Next, define the primary goal of the copywriting project. Are you looking to drive more sales, increase website traffic, or raise brand awareness?

This could be anything from increasing website traffic, optimizing a landing page for conversions, to driving sales or raising brand awareness. Be clear and concise with your objectives.

3. Define The Target Audience

Arrows on a target, one of them on fire

Define your content’s target audience or potential customers. Who are they? What do they like?

Understanding your audience helps you craft a copywriting brief that lets your copywriter tap into their values and emotions, creating content that rocks!

4. Specify Tone and Voice

Specify the tone and voice needed to connect with your readers. Often, you should think casual and conversational – but it depends on your target customers.

Consistency in tone and voice can create a brand identity that makes the content truly stand out.

5. Provide High-Level Overview of Key Messaging and Points

You’ll want to highlight important ideas, benefits, and features, and even throw in some testimonials if possible.

Provide a high-level overview so your copywriter can focus on the most relevant information and make it engaging for the readers with the right words.

The Elevator Pitch Trick!

Struggling to condense key messages? Try crafting an ‘elevator pitch’! If you can’t sum it up briefly, you might need to rethink its core essence.

6. Highlight Unique Selling Proposition (USP)

Your Unique Selling Proposition (USP) is what sets your product or service apart from the competition. Be sure to clearly define your USP in the brief, so your copywriter can effectively showcase it to the readers.

After all, it’s the special ingredient that grabs their attention and keeps them hooked!

7. Outline Guidelines and Constraints

Make sure to give your copywriter clear guidelines and constraints for the copy, including word limits, format, or brand guidelines.

By providing this information, you’ll help your copywriter work within the set boundaries and meet your expectations. It’s all about effective communication!

8. Describe Desired Call-To-Action (CTA)

Man pointing upwards with left hand and holding megaphone in his right hand

Make sure to include the desired call-to-action (CTA) you want in the copy. Whether it’s clicking on a link, buying a product, or subscribing to a newsletter, ensure that your CTA is clear, compelling, and engages your audience.

Power-Packed CTAs

Your CTA is your content’s climax. Make it memorable! Using action verbs or sparking curiosity can make your readers more inclined to take that next step.

9. Provide A Simple Timeline For The Copywriting Project

Finally, provide a simple timeline for the copywriting project, including the deadlines for first drafts, revisions, and final copy approval. This ensures the entire process runs smoothly and keeps everyone on track.

If you follow the steps I just mentioned, you’ll definitely create a super comprehensive and detailed brief that will ignite your copywriter!

Key Considerations for Successfully Writing a Creative Brief

Old typewriter on desk

Getting success with your copywriting brief is not just about following the right steps. You’ll also want to keep in mind a few key considerations for a winning brief.

  • Hand Over Your Brand Materials: Make sure to give your copywriter access to all the information from existing brand materials, including web pages, past marketing campaigns, or customer testimonials. This way, they can really get a feel for the brand’s voice and history. It’s all about building that deeper understanding!
  • Share Visuals and Inspirations: You know the old saying, “a picture is worth a thousand words”? In the world of effective copywriting, it might just be worth a thousand mouse clicks. Give your copywriter a guided tour of your imagination.
  • Specify Keywords and SEO Goals: Which search terms will people be using to find the answers you can provide? Keywords are like VIP tickets to the big show of search rankings. By targeting them, you can guide folks to your helpful online spot. SEO goals help you know when to use those special words.

By going the extra mile with these considerations, you make sure your copywriter is armed with everything they need to create awesome content that gets found easily.

Taking it to the Next Level: Exploiting Data-Driven Insights and AI Copywriting Tools

NASA rocket in sky during launch

So you’ve got the basics down for writing a great copywriting brief, but how can you give your content that extra spark by leveraging the insights you have from your data?

Here are a couple of things to consider:

  • Monitor Competitors: Another great way to get ahead of the competition is to monitor their content and social media pages. This can give you valuable insights into what they’re doing, what works for them, and how you can differentiate yourself from them.
  • Leverage Analytics: Use analytics and on-site data to identify your top-performing posts, content formats (e.g., video or blog posts), and audience engagement levels. These insights can help inform the brief when it comes to topic selection, tone of voice, etc.
  • Exploit AI Copywriting Tools: If your copywriter isn’t already using some of the best AI copywriting tools out there, be sure to mention them in the brief. They can save you loads of time and help create top-notch copy that ticks all your boxes.

Adding data insights to your brief will not only enhance your writing skills but also produce content that your readers will love.

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Alternatives to Copywriting Briefs

Café roundtable

Looking for other ways to get great content from your copywriter without going through the usual briefing process?

Here are a few excellent alternatives:

  • Content Roundtable: Yes, you probably guessed it. Sit down with your copywriter and discuss your content needs, such as laying the groundwork for a blog post or a series of product descriptions. This also provides a great opportunity for collaborative brainstorming sessions.
  • Writing Templates: A pre-built framework for the content can work wonders. With a writing template, your copywriter can focus on the content itself, while you can have peace of mind knowing that the structure is taken care of.
  • Content Challenge: Why not introduce a fun challenge for your copywriter based on some cool ideas or keywords? Think of it as a “copywriting sandbox” – a place for exploration and creativity! By experimenting with these alternatives, you can ensure that the content you receive is fresh, unique, and tailored to your needs.

By experimenting with these alternatives, you can ensure that the content you receive is fresh, unique, and tailored to your needs.

Bonus: Free Template For Writing Your Brief

all you need

Copywriting Brief Template

With my free copywriting brief template you’ll never miss a thing again when you need to make the perfect brief.

DOCX format so you can easily edit yourself!

Frequently Asked Questions

Hand holding speech bubble with question mark inside

What are the key elements in a creative copywriting brief?

A creative copywriting brief should include essential information, such as project objectives, target audience, key messages, tone of voice, and deadlines.

You’ll also want to outline the specific deliverables and provide any relevant background information or resources. Addressing these elements ensures that your copywriter has a solid foundation to work from.

How can I effectively brief a freelance copywriter?

To effectively brief a freelance copywriter, ensure that your brief answers the following questions: What is the purpose of the content? Who is the target audience? What is the message and desired outcome?

Don’t forget to provide them with context, such as examples, competitors, and other relevant information. Lastly, always communicate clear expectations regarding deadlines and communication.

What templates can help with content briefs?

Several templates can help you create an organized content brief. Tools like Trello, Asana, and Google Docs offer project management functionality and pre-made copywriting brief templates.

Utilize these to streamline your content brief creation process and ensure all key components are included.

What should be included in a copywriting brief?

A copywriting deliverables list typically consists of the type of content (e.g., brochure, social media, article), word count, format, revisions, and any additional requirements (such as keywords or CTAs).

Be precise when describing your expectations to help your copywriter deliver top-notch work.

How do freelance copywriters write engaging content?

Freelance copywriters employ various techniques to engage readers and address any pain points they may have. These techniques include storytelling, emotional appeals, vivid imagery, and humor.

By understanding the needs, preferences, and pain points of their target customers or audiences, they can effectively tailor the content to address these aspects

Wrapping Up and My Experience with Writing Briefs

Typewriter that has written "The End"

To wrap it up, creating a solid copywriting brief is super important to ensure that your content really connects with your audience. While sticking to the basic elements of the brief, don’t be afraid to use data insights and try out different approaches.

Remember, the main aim is to give your copywriter a clear roadmap that aligns with your brand and marketing goals.

Believe it or not, I actually have limited experience in writing briefs for copywriters. Over the years as a digital marketing professional, I’ve been hands-on, doing most of the writing myself. So, rather than telling others what to write, I’ve become better at it myself.

Naturally, in all cases, I’ve had an idea of what to write and for whom, but my process has been far from what I’ve learned now based on my research to write this blog post.

Admittedly, writing a great copywriting brief can seem like it’s no walk in the park. However, as with many other things, practice makes perfect. It’ll take time at the beginning, but I’m sure that once you get the hang of it, your copywriter will be much better off delivering quality content.

Good luck with your briefs!