While I do work with agencies, most of the time I’m hired directly by my clients. And that usually means we create the copywriting brief together.
It can seem like unnecessary process – “we need a brochure and here’s what we do, over to you” – but a good brief is the surest way to great copy.
A copywriter’s job is to describe you irresistibly, to set you apart from your competition and inspire your audience to take action. And the more your copywriter knows about you and your audience, the better able they are to put all their energy into stringing the perfect words together.
But I’ve noticed time and again there are questions in my standard copywriting brief that have my SME clients pausing for thought, scribbling notes and scratching their heads. Not because the questions are odd (if you’re a copywriter, you’re bound to have similar in yours) but because they really go to the heart of my client’s marketing approach and even their business.
In short, there can be surprising insights for a business in creating a strong copywriting brief. These are the questions that we often linger over: Continue reading