How to brief your copywriter for project bliss

Published by Anna on

How exactly does a freelance copywriter – someone who’s completely separate from your business – know what to write about your business?

Are we mind readers, able to magic up ideas and words that perfectly reflect your business? …‘Fraid not.

But we do have a secret tool. Or not so secret, as it happens.

The copywriting brief.

It might sound a bit formal, but don’t let it put you off. It’s basically how you tell us what you need.

“Is it really necessary?”

Oh, yes! Copywriting briefs are an essential tool for copywriters and clients, and here’s why…

A good copywriting brief –

  • Tells us copywriters everything we need to know about your business – so we can write effective and tailored content that conveys the right message to your customers/clients/prospects
  • Sets the precedent for the rest of the project – starting on the same page which avoids misunderstandings along the way
  • Gives you confidence your project is in safe hands – knowing you’re working with someone who fully ‘gets’ your business and what you want to achieve
  • Saves time and frustration – one initial briefing means the project runs efficiently leaving you to get on with other tasks, no going back and forth
  • Teases out all that wonderful knowledge you have about your business – let the magic happen!

A good copywriting brief equals project bliss. Simple.

Typewriter with happy face coffee cup, sepia tone. with message content

So, what does a copywriting brief look like?

They’ll vary – but essentially, it’s a series of questions that your copywriter will guide you through. Don’t worry – it isn’t a test! Answer what you can and feel free to chip in with any extra information you feel would help us to build a better picture of your business. We like detail.

How to brief your copywriter

Here are the types of questions you can expect…

1. Setting the scene

  • What does your company do? Tell me about your product/service
  • How did you get started? The background and values of your business
  • Why did you get started? What was the reason?

2. Your audience

  • Who is your audience? The more information about who they are (demographics), their interests and where they hang out, the better
  • What are their pain points? What keeps them up at night?
  • How do you help them? What value do you provide?
  • What are the benefits of using your product/service? How can you solve their problems?
  • What reservations might they have? Anything that would put them off buying from you or using your product/service?

3. How you stand out

  • Who are your key competitors? A list of your key competitors (up to three), ideally with links to their websites
  • What makes you different versus your competitors? It might be that your product service isn’t ‘unique’ but the way you deliver it is…
  • Do you have any evidence to support the claims you make? Testimonials, case studies, reviews, awards, etc.
  • Are you part of any industry memberships? Helps to understand your business in the context of your industry

4. The project

  • What’s the aim of this project? What do you want to achieve?
  • Where will the copy appear? Web page, website, brochure, blog, etc.
  • What’s the call to action? What do you want your audience to do?
  • What’s your brand’s style and tone of voice? How do you want your business to sound?
  • Do you have any examples of existing content? Leaflets, brochures, blogs, guides, etc.
  • Do you know your keywords/keyword phrases? For online projects

5. Project details

  • When’s your deadline? When do you need the completed copy?
  • Are there any constraints? Word count/design?
  • Anything else you think I need to know?


“How long does the briefing process take?” It depends on the size and complexity of the project. But as a guide, roughly 30-60 minutes.

What happens after the brief? This is where the hard work starts for us copywriters – time to get those creative juices flowing! You can leave us to it.


Looking to get started on a project and need copywriting (or content writing) support? Get in touch for a no-obligation chat.


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