Are You Using A Copywriting Creative Brief For Your Projects?

Do you have copywriting briefs to convey your project needs to writers? Have you decided to hire a top outsourced copywriting agency to help with your content marketing?

Smart move!

A skilled copywriter can save you time and create compelling content that drives results.

But to get the most out of working with an outsourced copywriting agency you must brief them properly. A good brief sets your copywriter up for success and ensures you get content that meets your marketing needs.

In this article, I'll walk you through how to create an effective copywriting brief step-by-step. You'll will also learn what to include, common mistakes to avoid, and tips to get the best possible results from your writer.

Let's dive in!

Why A Detailed Brief Matters

First, let's talk about why it's so important to provide a thorough brief to your copywriter. You might be tempted to give your outsourced copywriter a basic outline and let him run with it.

But that approach often leads to frustration on both sides

A creative copywriting brief is a concise document that outlines key details, enabling copywriters to provide accurate quotes. Briefs streamline communication and set clear expectations for work.

They do this by detailing essential information. Writers, use these guidelines to align their proposals with client goals.

Without clear guidance, your writer will have to make a lot of assumptions about what you want. He may miss key details about your brand, audience, or goals for the piece.

This means you'll likely end up with content that misses the mark and requires extensive revisions.

A detailed brief, on the other hand, gives your writer the context and direction he needs to nail it on the first try. It saves time and hassle in the long run. Plus, it helps you clarify your thinking about the project.

So what exactly should you include in your copywriting brief? Let's break it down.

The Key Elements Of An Effective Copywriting Brief

1. Project Overview

Start with a high-level summary of the project. In a few sentences, explain:

• What type of content do you need (blog post, landing page, email series, etc.)
• The main topic or focus
• Your primary goal for the piece

For example: "We need a 1500-word blog post on the benefits of meditation for beginners. The goal is to attract people who are curious about meditation and encourage them to sign up for our free intro course."

This gives your writer an immediate sense of what you're looking for and why.

2. Company/Brand Information

Next, provide some background on your company or brand. Include things like:

• Your mission and values
• Your unique selling proposition (what sets you apart)
• Your brand voice and tone
• Any key messaging or taglines

If you have brand guidelines, include those or link to them. The more your writer understands your brand, the better they can capture your voice.

3. Target Audience

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Who is this content for? Be as specific as possible about your target reader. Describe:

• Demographics (age, gender, location, income level, etc.)
• Psychographics (interests, values, lifestyle, etc.)
• Pain points and challenges
• Goals and aspirations

You might even create a persona or avatar to represent your ideal reader. The more your writer can picture the audience, the more effectively they can speak to them.

4. Competitor Analysis

It's helpful to give your writer an idea of what else is out there on your topic. Provide:

• Names of key competitors in your space
• Links to similar content they've published
• Notes on what you like or don't like about their approach

This helps your writer understand the landscape and find ways to make your content stand out.

5. Keywords And SEO Goals

If SEO is a priority for this copy, include relevant details like:

• Target keyword(s) to include
• Desired keyword density
• Any specific heading structure you want (H1, H2, etc.)
• Meta title and description requirements

Just be sure not to overemphasize keywords at the expense of readability. A good copywriter can work them in naturally.

6. Deliverables And Specifications

Get specific about exactly what you need the writer to produce. Clarify:

• Word count or length requirements
• Number of sections or subsections
• Any specific elements to include (quotes, statistics, examples, etc.)
• File format for delivery

The more precise you are here, the less back-and-forth you'll need later.

7. Tone And Style Preferences

Every brand has its own voice. Help your writer capture yours by explaining:

• The overall tone you want (professional, casual, humorous, etc.)
• Any words or phrases to use or avoid
• Preferences on things like contractions, em dashes, or Oxford commas

You can even provide examples of content that nails the tone you're going for.

8. Call-to-Action

What do you want readers to do after engaging with this content? Spell out the desired next step, whether it's:

• Signing up for a newsletter
• Downloading a lead magnet
• Booking a consultation
• Making a purchase

Your writer can then craft the piece to naturally lead to that action.

9. Resources And References

Point your writer to any helpful background material, such as:

• - Relevant content you've already published
• - Industry reports or studies
• - Subject matter expert interviews
• - Competitor content to reference (or avoid copying)

This gives them a starting point for research and ensures they have accurate information.

10. Timeline And Process

Finally, clarify the logistics of the project:

• Due date for the first draft
• Your review process and timeline
• Number of revisions included
• How and when to submit the work

Setting clear expectations upfront prevents misunderstandings later.

Common Mistakes To Avoid In Your Copywriting Brief

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Now that we've covered what to include, let's talk about some pitfalls to watch out for when briefing your copywriter:

Being Too Vague

One of the biggest mistakes is not providing enough detail. Saying "Write a blog post about our product" doesn't give your writer much to go on. Be specific about your goals, audience, and desired outcome.

Overwhelming With Information

On the flip side, don't dump every piece of information about your company on the writer. Focus on what's relevant to this particular project. Too much extraneous detail can be confusing.

Micromanaging The Process

While it's important to provide guidance, avoid dictating exactly how the writer should approach the piece. Trust their expertise and give them room for creativity.

Assuming Knowledge

Don't assume your writer is already familiar with your industry jargon or the nuances of your product. Explain things clearly, even if they seem obvious to you.

Neglecting To Specify The Audience

It's easy to get caught up in what you want to say and forget about who you're saying it to. Always keep the target reader in mind and make sure your brief reflects their needs and interests.

Focusing Too Much On Keywords

Yes, SEO matters. But don't sacrifice readability and engagement for the sake of cramming in keywords. A good copywriter can balance both.

Ignoring The Competition

Failing to mention what else is out there on your topic can lead to content that blends in rather than stands out. Give your writer context on the competitive landscape.

Skimping On Brand Guidelines

If you want content that truly reflects your brand voice, you need to communicate what that voice is. Don't make your writer guess.

Setting Unrealistic Expectations

Be reasonable about timelines and what can be accomplished within the scope of the project. Rushing your writer rarely leads to the best results.

Forgetting To Specify The Call-to-Action

Always be clear about what you want readers to do next. Your content should have a purpose beyond just sharing information.

Tips For Getting The Best Results From Your Copywriter

Now that you know what to include in your brief and what mistakes to avoid, here are some additional tips to ensure a smooth collaboration and great results:

Start With A Conversation

If possible, have a quick call or video chat with your writer before diving into the project. This allows you to explain things verbally and answer any initial questions they might have.

Use A Template

Create a standard brief template that covers all the key elements we discussed. This makes it easier to provide consistent, thorough information for each project.

Provide Examples

If you have existing content that exemplifies what you're looking for, share it. "Show, don't tell" can be very effective in conveying your expectations.

Be Open To Questions

Encourage your writer to ask for clarification if anything in the brief is unclear. It's better to address confusion upfront than to get an off-base first draft.

Give Constructive Feedback

When reviewing drafts, be specific about what's working and what needs improvement. Vague feedback like "I don't like it" isn't helpful.

Respect Their Expertise

Remember, you hired a copywriter for their skills and experience. Be open to their suggestions and insights, even if they differ from your initial ideas.

Establish Clear Revision Policies

Decide up front how many rounds of revisions are included and what constitutes a revision versus a new project. This prevents scope creep.

Build A Long-Term Relationship

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If you find a writer who really gets your brand, consider working with them regularly. The more familiar they become with your business, the better their work will be.

Keep An Open Mind

Sometimes the most effective copy isn't what you initially envisioned. Trust the process and be willing to try new approaches.

Provide Timely Feedback

Respect your writer's time by reviewing drafts promptly and providing feedback within agreed-upon timeframes.

How To Handle Common Challenges

Even with a great brief, you may encounter some bumps along the way. Here's how to handle a few common scenarios:

The First Draft Misses The Mark

If the initial draft isn't what you were hoping for, don't panic. Go back to your brief and see if anything was unclear or missing. Provide specific, constructive feedback on what needs to change.

The Writer Is Unresponsive

Set clear expectations for communication in your initial agreement. If a writer goes MIA, try reaching out through a different channel. If you still don't hear back, it may be time to find a new writer.

You Need To Change Direction Mid-Project

Sometimes business needs shift or new information comes to light. If you need to significantly alter the scope of the project, be prepared to negotiate timeline and pricing adjustments with your writer.

The Content Doesn't Sound Like Your Brand

This often happens when brand guidelines aren't clear enough. Provide specific examples of the tone and style you're looking for and work with the writer to refine the voice.

You're Not Sure How To Measure Success

Before the project begins, establish clear metrics for what success looks like. This might be engagement rates, conversions, or simply meeting specific content goals.

The Writer Misses Deadlines

Address this immediately and try to understand why it's happening. If it becomes a pattern, you may need to find a more reliable writer.

You Need More Revisions Than Originally Agreed

Be upfront about needing additional changes and be prepared to pay for the extra time. For future projects, you might need to build in more revision rounds.

Making the Most of Your Copywriting Investment

Hiring a freelance copywriter is an investment in your business. To get the most value from that investment:

- Plan ahead so you're not always rushing to meet deadlines

- Batch similar projects together for efficiency

- Repurpose content across multiple channels

- Track the performance of your content and use those insights to refine future briefs

- Provide testimonials or referrals for writers who do great work

Remember, the goal is to build a collaborative relationship that produces outstanding content for your business.

Wrapping Up

Creating an effective brief for your outsourced copywriter takes some time and effort. But it's well worth it to get content that truly meets your needs and resonates with your audience.

By providing clear direction, relevant information, and open communication, you set the stage for a successful collaboration.

Keep in mind that briefing is a skill that improves with practice. Don't be discouraged if your first few attempts aren't perfect. Learn from each project and refine your process over time.

With the right brief and the right writer, you can create compelling content that drives real results for your business. So take the time to craft a thorough brief, and watch your content marketing efforts soar!

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