A clear, thoughtful brief is the foundation of any great copy. It’s what gives your writer the roadmap they need to deliver the results you’re looking for. So, let’s talk about how to write a creative brief, why it matters, and how you can prepare one that sets your project up for success.
What is a creative brief, and why is it so important?
A creative brief is a short, focused outline of your project’s goals and message. It tells your copywriter what you want, who you want to reach, and why. Sounds basic, right? But getting it right can be trickier than it seems.
Why is it so important? Because a strong brief sets clear expectations for everyone involved. It keeps your copywriter on the same page as you, avoiding costly revisions, delays, and misunderstandings.
More importantly, it ensures that the final product speaks directly to your audience and achieves your business goals.
The key components of a good brief
Let’s break down the essentials of what should be in every brief to ensure your writer delivers exactly what you need.
1. Objective or purpose
The first question any brief should answer is: What is this piece of content supposed to achieve? Are you looking to raise awareness, drive sales, or educate your audience?
Defining the goal from the outset gives your copywriter a clear direction. For example, a product description that drives sales will look very different from an educational blog post.
Without a defined objective, it’s like asking your writer to hit a target in the dark. The more specific you can be, the better the results will be.
2. Target audience
Your writer needs to know who they’re writing for. Who is your ideal customer? What are their pain points, preferences, and values?
This is critical because a message that hits home with one audience might fall flat with another. For example, a message to millennials will have a very different tone than one aimed at retirees.
The more details you can provide about your audience, the more personalized and effective the copy will be. Age, profession, interests, and challenges all help shape the language and messaging.
3. Key message
What’s the one thing you want your audience to remember after reading your content?
Every good brief should have a clear, concise key message that your copy is designed to convey. This helps your writer focus the piece, ensuring the message isn’t lost in too much information.
For example, if you’re launching a new product, the key message might be: “Our new software makes project management faster and easier for small teams.” Keep it simple and to the point.
4. Tone of voice
The tone of your content should reflect your brand’s personality and connect with your audience.
Is your brand formal or casual? Is the tone of voice educational, playful, or authoritative? Setting the right tone ensures your copy feels consistent with your brand across all platforms.
If you’re unsure about tone, providing examples of content you have already and like or other brands that align with your vision can help your copywriter nail it from the beginning.
5. Call to action
Once the reader engages with your content, what’s the next step you want them to take?
A strong brief always includes a clear call to action (CTA). Whether signing up for a newsletter, making a purchase, or scheduling a consultation, the CTA guides the reader toward your goal.
A well-placed CTA aligns with the piece’s objective and drives results.
6. Timeline and deadlines
As much as we love to write words, timelines matter. Be realistic about how much time the project should take. Clear deadlines ensure everyone knows what to expect and helps you manage the project flow efficiently.
That said, allowing some flexibility is always appreciated. A little wiggle room for revisions or unexpected delays will result in a higher-quality final product.
Common mistakes when writing a brief
Even the best-intentioned briefs can miss the mark. Here are some common mistakes to avoid:
- Being too vague: “We need a blog post about our new product” isn’t enough information. Be specific about what you want to achieve.
- Trying to include everything: Cramming too much information into one piece can dilute your message. Stick to one or two core objectives per brief.
- Overlooking the audience: The more details you give about your audience, the more tailored and effective your copy will be.
- Ignoring tone: If the tone isn’t defined, the writer might guess wrong, leading to revisions and wasted time. If you’re unsure what we mean, we can help you identify and develop your unique tone of voice.
- Unrealistic deadlines: Expecting great work on a short deadline can lead to rushed copy and missed opportunities. Plan to give the writer enough time to produce their best work.
How a well-written brief benefits both client and copywriter
A well-crafted brief benefits both you and your copywriter in several ways:
- For clients: It saves time, reduces revisions, and ensures that the project stays aligned with your goals from the start.
- For copywriters: It provides clear direction, minimizes guesswork, and lets us focus on the writing.
Ultimately, it leads to a smoother process, better results, and a more satisfying working relationship.
Tips for writing a great brief
Now that we’ve covered the basics, here are some tips for writing a killer brief:
- Be clear and concise: You don’t need to write a novel but cover all the essentials. Bullet points are fine—just be specific.
- Collaborate with stakeholders: If needed, get input from the sales, marketing, or product teams. The more perspectives you bring in early, the fewer revisions you’ll need later.
- Provide examples: If you want a certain style, tone, or format, don’t hesitate to share examples with us. This can save time and help the copywriter understand your vision.
- Leave room for creativity: While details are essential, allowing the writer to bring fresh ideas can make the final result even better than expected.
Setting the stage for success
A great copywriting project starts with a great brief. You’re setting your copywriter and project up for success by providing clear direction on your goals, audience, message, and tone.
As a professional writer, I’ve seen firsthand how a well-prepared brief can make all the difference between a project that hits the mark and one that falls short.
Ready to create great content? Contact me if you want my help turning your ideas into copy that drives results.