How to brief a copywriter
When you need some copywriting - website, blog, emails, printed materials, presentation, script or an entire integrated campaign - you can brief a copywriter by making sure you cover just six simple all-purpose topics.
- Information. Copywriters need to know as much as possible about what you're promoting or explaining. So you should supply the copywriter with links, electronic files or printed material. Or arrange meetings or interviews with relevant people as part of the work.
- Objectives. What exactly does your copywriting need to achieve? This information will help the copywriter create a persuasive message.
- Audience. A good copywriter learns to step into the shoes of the intended audience. So, who are you talking to and, most importantly, what do they stand to gain from what you're promoting? What will it solve for them? What are the key messages?
- Competition. Why should the audience use your product or service instead of someone else's? How is what you are offering better? This background information will help a copywriter fine tune the messages.
- Tone of voice. A copywriter should be able to write in any style you require, so it's important to identify the tone and language you're looking for. You may have official tone of voice guidelines, or you could pick a magazine, newspaper, TV show or website that best demonstrates your preferred style.
- Design. Good copywriters can structure information in several ways. So if they know the design format you have in mind, such as page counts or layouts, they can take this into account.