The way you brief your copywriter will determine the success of your project.

No, really, it will.

Get the brief wrong, and the end result will be completely different from what you were expecting. And it won’t be your copywriter’s fault.

You see, the brief you give are your instructions. They will be followed to the letter, so if it’s ambiguous or incorrect you’re not going to get what you were hoping for.

Think before you write

Before launching into your brief, think carefully about what you want to achieve.

Don’t assume your copywriter will be able to read between the lines and work out what you want. She is a writer, not a detective.

If more than one person will be reviewing the work, make sure they all have input into the brief. There’s nothing more frustrating for a writer than completing a first draft that follows the brief to the letter only for one of the reviewers (who was not part to the original brief) to decide they want something different.

Remember to tell your writer about your customers. Who are they? Why do they need you? What problem are they looking to solve?

Yes, there’s a lot to think about, which is why I’ve put together this short guide to give you a few pointers.

Author: Sally Ormond, Briar Copywriting Ltd.