Photo by nappy
A strong brief is the cornerstone of any successful copy. But the briefing stage is where many copywriting projects run into issues. And this is mainly because briefs are often, well… too brief.
Here’s a look at where briefing can go wrong, and our top tips for putting together a brief that helps your copywriter nail it.
Why is a strong copywriting brief important?
A good brief is important for three reasons.
Firstly, it tells your copywriter key information about your business which they need to do their job well. The better your copywriter understands what you do and why, the better equipped they’ll be to deliver copy that:
Meets your expectations
Persuades your ideal customers to reach for their wallets or perform some other action you want them to, like parting with their personal details to download your latest branded research
Secondly, a strong brief puts your copywriter on the right track by explaining what your aims and goals are. Think of it as the copy’s mission statement. Or a depiction of what success should look like.
Lastly, and most importantly, putting your requirements, deliverables, and goals in writing ensures everyone is on the same page. You’ll be less likely to have disagreements down the line. And it’ll be easier to evaluate the work: does it meet the brief, or has the copywriter gone off track?
Where briefs go wrong
Despite their importance, briefs all too often miss the mark. In ProCopywriters’ 2020 industry survey, 56% of copywriters said poor briefs are the biggest challenge they face when working with clients.
According to the survey, the six most common problems are:
Lack of basic information about the business
Limited or no information about the target audience
No guidance on tone of voice
Limited access to subject-matter experts
No information about the copy’s goals
Few details about how the copy will be used
Briefs with one or more of these issues make the process harder than it has to be. In the worst case scenario, it may derail the project completely.
So how can you make sure you create a brief that helps your copywriter get it right?
8 key questions every brief should answer
The more information you can put in a brief, the better. Sometimes, a seemingly unimportant detail may be the seed of a successful campaign.
At the same time, you don’t have to educate your copywriter about all the intricacies of your industry. Aim to be comprehensive, without burying them under a tonne of documentation.
Here are 8 questions your brief should answer to ensure your copywriter has the information they need.
1. What does your company do?
This is the most basic question, but also the most important. Which industry do you operate in? And what products and services do you offer?
For best results, use clear, simple language and avoid buzzwords or business-speak. Saying you “offer solutions” isn’t helpful, because all businesses solve problems. Try to be as specific about what you do as you possibly can.
It also helps if you can provide some information about your origin story. What prompted you to start your business? Perhaps it was happenstance? OFrustration with the way things are done in your industry? Something else? It’s useful for your copywriter to know.
2. How do you make your clients’ lives better?
This is where you delve into more detail about your products or services.
In copywriting, we say that features tell but benefits sell. It’s worth thinking about this when answering this question.
Start by writing a short description of your product or service. What is it? And how does it work?
Once that’s done, ask yourself: “So what?”
Keep asking this until there are no possible answers left.
Here’s an example:
We sell mattresses. They have unique pocket-spring technology
So what? The special springs make the mattresses more comfortable and better for your back than those of our competitors
So what? You’ll get a better night’s sleep
3. What are your unique selling points?
What do your products or services provide which your competitors can’t?
Perhaps you use proprietary technology, you’re cheaper, or have a unique manufacturing process or workflow? Showcasing them can help you stand out.
If answering this question is difficult, for example because your market is saturated or your product isn’t especially innovative, try thinking of something your competitors do but don’t talk about.
Consider this.
In the early 1900s, US brewer Schlitz’s prospects were looking grim. So they hired legendary copywriter Claude Hopkins in the hope he could turn their fortunes around.
Hopkins toured the brewery, where he learned that Schitz cleaned out every single pipe and pump twice daily and sterilised every beer bottle at least four times. Impressed, he asked them why they didn’t tell their customers they did this. To which they replied: “Every brewer does this. It’s no big deal.”
Turns out, it was a big deal.
Hopkins wrote a series of ads that walked customers through the process and explained how this ensured Schlitz beer was pure. Schlitz went from number eight on the market to being the best-selling beer in the US in just a few months.
Their process was identical to their competitors’. But because they were the first brand to publicise it, it set them apart. To quote Hopkins himself: “... there is nearly always something impressive which others have not told.”
4. What are your goals?
What do you want your copy to achieve?
Many businesses hire copywriters because they want their copy to generate more sales or enquiries.
That said, you may also have other goals. For example, you might’ve decided you want to change the way customers perceive you by sounding more fun and approachable.
5. Who are your competitors?
Sun Tzu famously said that “If you know the enemy and you know yourself, your victory will not stand in doubt.”
Copywriting is hardly war. But understanding your competitors and their strengths and weaknesses helps your copywriter get a better sense of where you stand. And this means they can position you in the best possible light.
6. Who will be reading the copy?
Your copy won’t be successful unless it strikes a chord with your readers. So understanding who those readers are is crucial.
As with the brief, the more relevant information you have about them, the better. At a minimum, it’s worth knowing:
Demographic data such as age group, education, marital status, and hobbies. This helps your copywriter understand how your audience thinks and what kind of references would appeal to them. For example, an ABBA joke will probably fall flat with an audience of 25 to 35 year-olds, but might go down a storm with over 60s
Their job description. Especially in the B2B space, this is important for understanding which of your product or service’s features are most likely to grab your readers’ attention
Their problems and pain points. This information helps your copywriter frame your benefits in a way that resonates
7. What tone of voice do you want?
Tone of voice plays a critical role in how customers perceive you. It’s also the underlying reason for many disagreements at editing stage. So telling your copywriter how you’d like to sound from the get go can help make the project go a lot smoother.
Here are three ways to convey your ideas about tone of voice:
Pick two to three adjectives to describe how you’d like your customers to perceive you. For example, you might want to sound formal and officious, naive and childlike, or professional but laid back
Ask yourself, who would your brand be if it were a celebrity? Are you Keir Starmer, Lady Gaga, or Moss from The IT Crowd?
If you have existing copy, it may help to tell your copywriter what you like and dislike about it. For example, you might like that it’s short and to the point but think it’s a bit pushy. It may also be worth providing examples of what you aspire to.
Do bear in mind that your tone should make sense for your industry. Customers are unlikely to flock to your dental clinic if your copy sounds like an eight year old.
8. Do you have feedback from past clients?
This serves two purposes.
Firstly, your copywriter can shape client feedback into powerful testimonials. And adding social proof to your copy makes it more persuasive.
Secondly, feedback from people who have already done business with you offers a unique window into your business. You could discover things your customers value about you that you might not have even thought of.
A strong brief sets your copywriter up for success
Writing copy without a brief is like driving into the desert without a map. You may get out the other side eventually, but it’ll take much longer and cost you more than it has to.
Putting together a brief takes time and effort. But the results will be well worth it.
Have questions about the briefing process, or want to discuss a project?
