When it comes to creating impact for your brand, investing in a copywriter is a wise move. But how do you make sure they get the right message across?
### It’s all about the brief.
**What is a copywriting brief?**
A copywriting brief is a review of everything your writer will need to know about your project. Think of it as a planning session where you can outline your expectations, give an insight into your business and provide your writer with the guidance they need to create the best possible content.
A brief is a copywriter’s greatest tool. So provide as much information as you can and be specific; taking the guesswork out of your project means that your copywriter is much more likely to produce something that you’re happy with quickly – without the need for multiple (and costly) revisions.
The content of your brief (and the questions you’ll be asked) will vary depending on the project, but the type of information you’ll be expected to give can be broadly separated into three different areas:
**1. ****The foundations**
It’s easy to overlook the basics, so start off by ensuring your copywriter has all of the background details they need to understand your project.
From deadlines to word counts, give your copywriter a feel for the size of the project and an idea of how much they’ll need to write, along with the contact details of the people to get in touch with if they’ve got any questions. If you have a house style guide or existing marketing guidelines on tone of voice, pass them onto your copywriter at an early stage.
**2. ****The personality**
What does your company do? Who are your competitors? What makes you unique?
Before you start delving into the specifics of the project, give your copywriter an insight into your company’s goals, values and aspirations. This will help them to choose the right style and tone of voice for your brand.
Provide a list of competitors and USPs. If possible, provide copywriting examples that you admire (and ones that you don’t). This will give your copywriter a solid understanding of your industry and help them develop a unique angle on marketing your products and services. For example, are you the only supplier of your product in your area, the biggest company of your kind, or the only one that’s founder-led?
**3. ****The big idea**
Your copywriter needs to know the right words to use to connect and engage with your readers. To do this, they need a solid understanding of your customer demographic.
Think about your target audience. Who are you appealing to? What is your message for your reader? What do you want them to do once they’ve read your copy? Use your brief sheet to clarify your own goals and key messages for the project.
It’s also worth having a think about style – should the piece be formal or informal? Funny, corporate, friendly, professional? Don’t be afraid to brainstorm some ideas and make a list of adjectives that describe how you’d like the final project to look and feel. At the same time, if they any industry-specific words or phrases that you would rather avoid, you should also mention them here.
Finally, don’t worry about giving too much information. The more detailed the brief, the better the copy.
Want to find out more about (link: https://www.superdream.co.uk/copywriting-for-your-business/ text: how brilliant copywriting can benefit your business)?