Wednesday, 23 November 2011 09:19

How to brief a copywriter to get the results you want

You should not have to worry about how to brief a copywriter because a good copywriter will successfully guide you through the process – and they will know precisely how to focus the brief to achieve the results you want.

While every copywriter has their own briefing style, I use this time-honoured 8-step process to sustainable success:

• Background

I ask about your market and the key factors currently affecting it, as well as background information on your company, including existing marketing materials.

The more relevant information you can provide the better.

• Objectives

Your objectives and goals will ultimately drive the copywriting so I ask you to be precise about your project objectives.

• Target Audience

I ask searching questions about your target audience. The more I can understand how they tick, the better I can speak their language and engage them.

• USP

If you need a little guidance with your USP, I have a magical formula that helps you to find it.

• Features and Benefits

Together, we clearly define the main features and benefits of your product or service and we may well discover assets you hadn't previously thought of.

• Brand Personality and Tone of Voice

This part of the briefing process will inform the 'tone' of the copywriting.

• Project Scope

I ask you about word count, number of pages and other mandatory elements.

• Evaluation

As a results-driven copywriter I talk to you about the ways we can evaluate and appraise the success of the project.

If you would like to find out more, please click here.

I've known Vicki for over 10 years. She is an extremely talented and adaptable writer. She’s always been a pleasure to deal with, and I'd have no hesitation in recommending her to anyone.

Phil Cookson, Director, Creative Resource