How to brief your copywriter
Photo @alschim
Whether you're assigning a content request to someone in-house or working with a freelancer, a clear brief can go a long way in making sure that what arrives in your inbox doesn't need major reconstructive surgery before being usable.
And it's important to remember that despite so many of us being incredibly good-looking, charming, witty, and abundantly talented, we're not psychic. So the more info you can provide from the get-go, the better.
To brief a copywriter effectively, you'll want to give them clear and detailed instructions about the project, including the purpose, target audience, tone, and style of the content. This is especially important when working with freelancers who aren't fully in the loop about all the details of the project and whose only way to familiarize themselves with your brand is by looking at your website and seeing what you've done in the past. If what you're requesting is a departure in any way, giving them some background on the purpose of the piece will help set them up for success and save you time, money, and frustration.
Here are some steps you can follow to brief a writer for the best results:
Define the purpose of the content
Clearly state the purpose of the content, whether it's to inform, persuade, or entertain the audience. This is key. For written content, knowing the purpose behind the writing will inform word choice. For example, a business guide written to convey essential information is more likely to be written in a serious, no-nonsense tone with the aim of communicating important but complicated concepts as clearly as possible. While a piece of content that is used for promotional purposes will be written with more energy and will be less formal. It's the difference between opening with"Dear Sir," and "Hey Nerd."
Identify the target audience
Clearly define the target audience for the content, including their age, gender, location, interests, and any other relevant demographics. Just as important as giving your copywriter a clear understanding of the purpose of your content, they'll need to know a bit about the audience they're writing for. For example, are they writing for a group that would be charmed by being addressed with a jovial, "Hey nerd?" Or for someone who would clutch their pearls at the audacity of such an unprofessional greeting?
Determine the tone and style
Choose the appropriate tone and style for the content based on the purpose and target audience. For example, if the content is meant to be informative, it should have a neutral tone, while if it's meant to be persuasive, it should have a more persuasive tone. Obvi, right? Are you trying to build excitement or pass on bad news? Think about how your audience will feel about the information you're trying to share and play to that feeling. That's your tone. Style is your brand's typical voice. Contractions? Fragments? Or all grammar school? Share your style guide if you have one. Write one if you don't!
Provide any necessary background information
Give the copywriter any necessary background information about the topic or product being discussed in the content. This will help the writer understand the context and create content that is accurate and relevant. For example, if you're whipping up an email series to promote a new product, it would be helpful for the writer to know if this is a product that is brand new, back by popular demand, if it was created to satisfy a need identified by existing customers, and so on. Details are good. Pile 'em on.
Outline any specific requirements or constraints
If there are any specific requirements or constraints, such as word count or formatting guidelines, be sure to outline these in the brief. This is especially important for print pieces, like bilingual flyers that are printed back-to-back English/French. Digital constraints are important too, so make sure to be upfront about any you identify so you won't find yourself in the tricky situation of having to trim down well-written copy and potentially deflating all its magic and pizzaz just so you can squeeze it into a tight space.
Set deadlines and expectations
Clearly communicate any deadlines and expectations for the project, including the desired delivery date and any revisions or feedback that may be needed. This should go without saying, but a.s.a.p. is not a deadline. For a busy freelance writer who has other clients especially, a.s.a.p. roughly translates into "whenever you can get around to it, "...but w.y.c.g.a.t.i. isn't quite as catchy, is it? Be clear about your deadlines and expectations to ensure a smooth process.
By providing a clear and detailed brief, you can help the copywriter understand your goals and create content that meets your needs and expectations. It's not rocket science, but clearly communicating what you're looking for makes everyone's life a bit easier.
Want a done-for-you example? Check out our post on the Content Brief Template, and download the PDF.