A copywriting brief is a requirement for any business that deals with writing prose for marketing or promotional purposes. It lays out the requirements for the copywriter, providing them with an idea of what is needed and the tasks expected of them. It also serves as a useful guide for the writer, setting out the key points that the content creator will need to keep in mind. Finally, a brief can also be seen as a living document. As the business evolves and as new objectives are set, the copywriting brief can be used to track these changes and ensure consistency across all content.
Why a Written Brief?
You might think that a verbal brief would be more effective. After all, you can give directions to a graphic designer more easily in the form of a conversation rather than a piece of written documentation. However, a written brief has several advantages. First, notes taken during a conversation can be misconstrued. A written brief ensures that everything is put down in black and white, leaving no room for interpretation. Second, a written brief ensures that everyone involved in the project has the same base knowledge; any individual present at the initial briefing would not need to be revisited as part of the process.
What Should Go Into a Brief?
A written brief should be comprehensive, covering all the necessary details regarding the project. However, it should not be bogged down by too much information. Too much information can cause unnecessary extra work, while none at all can leave you severely underprepared. The ideal length for a brief is between one and two pages, ensuring that you have enough room to include all the necessary information while not overstretching its boundaries. Any additional pages should be reserved for appendixes, containing supporting documentation or other relevant information.
How to Create a Brief?
To create a brief, start by taking note of the nature of the project. What is the purpose of the content? Who is the target audience? What are the key words or phrases that the content needs to contain? The answers to these questions will dictate the type of content that you need to include in the brief. What kind of language will be used? Will it be formal or informal? Will the documents be for an internal audience or for external consumption?
To make the task easier, you can ask yourself questions about the subject matter. What questions do I have? Who is asking me those questions? What is the tone of the queries? How can I answer them? Once you have an idea of the content that you need to create, develop a list of relevant keywords and phrases. These words and phrases should be capable of producing the most accurate results for the target audience. They should also match the voice and style of the messaging that you are trying to achieve.
What About Metadata?
In the past, the term ‘metadata’ was used to describe data about data – information about information. However, with the evolution of the internet and its ability to store massive amounts of information, metadata has taken on a new meaning. In the context of a copywriting brief, metadata will include information such as the target audience, the method of analysis, and the like. You should not leave this aspect of the brief undone. Think of the questions that you might want to ask about the data, and create a list of them. Even though the questions may seem obvious, you would be surprised how many times they have been overlooked in a project. Being able to ask these questions about the data can add a whole new dimension to your research.
Formatting Tips
A written brief should be easy to read and accessible for all concerned. To make it simple to scan, use standard formatting and language. Bullets and headings make information easy to find. Indentations in the paragraphs represent a natural break in the writing, making it easier to break down the content into meaningful chunks. Use active voice and short sentences. Cut out all unnecessary words. Spellcheck the final copy. And finally, write for a human audience. Your own thoughts and those of the people you are writing for should not be at odds. Everyone, regardless of expertise, can understand and gain value from your content.
As you can see, a copywriting brief is a very practical tool, intended to save you time and money while ensuring a high degree of quality. Armed with a well-crafted brief, you can be certain that your content will be delivered on time, to the satisfaction of everyone concerned.