How to brief a copywriter to get the best outcome (the first time!)

So, you need some well-written and cleverly chosen words to raise your brand’s profile in the marketplace and make more sales.

Every business does!

A copywriter is your best friend, then.

After you’ve worked out how to hire a copywriter, how do you brief them to produce the work you need to achieve success? A solid creative brief is what.

It’s very important to get this stage right, just like it is with any creative service. So, here’s a guide on how to brief a copywriter to get results.

A professional copywriter is who you should turn to if you ever need to produce marketing content, website copy and a whole range of other written marketing initiatives.

After all, a copywriter offers a range of benefits to your business when it comes to copywriting services.

That’s all well and good – but, a freelance copywriter doesn’t understand the nuts and bolts of your business like you and your team do. So, how do you tell them what to do?

It all starts with submitting a copywriting creative brief.

What’s a creative brief?

A creative brief is an advertising industry term for the short document given to a creative professional that acts as instructions on how to approach a project.

It can vary in layout and structure, but the point is in the name: brief.
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A creative brief usually consists of ideas and key points that will allow a creative professional, such as a copywriter, to fully understand all aspects of your task. It’s important that, while your brief should be short, it needs to be thorough as well.

What’s the function of a creative brief?

Well, on the surface, a creative brief gives your copywriter a comprehensive understanding of the task set out in front of them, from research ideas, to Call To Actions, ideas, related products and more.

However, the real purpose of a good creative brief is that it provides your copywriter with a strong foundation on which to build that copywriting magic upon!

You hire a copywriter because you want us to bring your marketing to life through words, and we can only do that when we can pull together a full understanding from your brief.
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This is kind of how it works.

Yes, I know that sounds really silly: word magic.

But what I mean is – it starts from the bare bones of a brief, with all its basic facts and researched brain dumps, for a copywriter to then go: “ok, I’ve got it. Here’s how we can say this better and make the audiences love it.”

That’s why a brief is important. It’s the guide you give your copywriter to go off and do what you’re paying them to do!
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So – how do you effectively brief a copywriter?

(1) Provide a thorough creative brief document

Take the time to fill out all of the key information you want your copywriter to know – it’s worth it.
 
If you skip or skimp on this step, then chances are, your copywriter will produce the wrong result. No one wants that! It wastes everyone’s time and really slows down the process.
 
And in a face-paced world like we have today, where everyone has a deadline of yesterday, it’s not worth the time it takes later to fix it.
 
Fill out a brief right the first time by ensuring it covers everything while keeping it sharp and short – this way, you’ll increase their chances of hitting the mark quicker.

Truth be told, a quality copywriter should ask you questions if they need further clarification, too.

(2) Once the brief is set, it’s locked in.

Nothing makes the process more complicated for you and your copywriter than if, once the brief is set and work has begun, the brief suddenly changes.

It’s essential, if you want to get a good outcome, to be precise and not change the goalposts during the project. Otherwise what you’ll get back is a piece of content that’s been stitched together awkwardly like a Frankenstein because it has been assembled using multiple briefs.
 
Create your brief and then let your copywriter get underway to deliver on your request.

(3) Set your time frames upfront

During the briefing process, be very clear about time frames.
 
If you need something urgently, then you need to be clear about this from the start, so your copywriter can accommodate for this. It’s very hard to deliver quality copy when an unexpected ticking time bomb is set out of nowhere.

(4) Define your target audience

This is absolutely essential.

Who is the content supposed to be directed at? It shouldn’t be vague – if you want to use words and marketing to educate, entertain and inspire your specific audience to act, then you need to ensure that your copywriter is aiming at them.
 
Define your audience well.

(5) What are their relevant pain points?

Next, tell your copywriter the challenges that your target segments face every day. Why? Because that’s why people buy!
 
When they have an everyday need they wish to fulfil, people start searching for options. So, what is causing your customers difficulty that your copywriter can home in on?

(6) What product or service answers this need?

Of course, once you’ve defined who your customers are, and what their pain points are, what solutions does your brand offer as a solution?

Give this information to your copywriter, so that they can create content that sets up a relatable situation for your target audience, and then provides them with the answer they’re seeking, in the form of your product! 

(7) Establish the project deliverables

Lastly, provide the details of your expectations for your copywriter.
 
This is so very important! As copywriting is a creative art, there is a lot of subjectivity involved – just like graphic design, website building, videography, photography and so on.
 
The best way to minimise the disparity between what you’re expecting and what you get delivered is to explain your expectations upfront. Be specific!

Be clear about what you want and what you don’t want. Define the boundaries and the pieces of content you’re expecting. That way, there will be much less confusion.

I bet you didn’t think the briefing process was so essential, right?

You’re not alone.

Everyone underestimates the importance of a brief.
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A good brief is the difference between an excellent outcome and a poor one that wastes everyone’s time. So, take the time to get the copywriting brief right, and you should have smooth sailing from there.

A quality copywriter wants to give you the best service (we really do!)

I know, as a professional copywriter, that my number 1 goal is to always provide my clients with the best experience possible.

To do this, I want to produce quality copy that you’re going to love, as close to the first round as possible.

How? Well, it all comes down to a very good copywriting brief document.

When you get this right, we’re both on the same page and we’re singing from the same hymn sheet (so to speak). This allows me to glean all of the facts and information I need to write the words you want, to get the outcome your business deserves.

Do you have a copywriting project to brief in?

Submit your copywriting project here, and I’ll get back to you!

How Can Melotti Media Copywriting Help You?

To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.

You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!

For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au.

I can sharpen your words to achieve your goals, today!

Christopher Melotti

Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
 
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