When you hire a copywriter for your business or project, you need to make sure they first work on a Copywriting Brief. This ensures that the content they provide meets your expectations and requirements. For this, the writer needs to know all the necessary details about your company, your goals, your target audience, the content you need, and more.
You can write a project brief to convey this information. Here, we will talk about all the sections a great copywriting brief should include.
Information about Your Company
If a copywriter is going to represent your brand and its values, they need to know exactly what you stand for, what you sell, what your unique selling point is, and more. Therefore, you need to incorporate all of this information into the creative brief.
Information to Include in the Copywriting Brief
· Company name
· Contact info
· Brand guidelines
· Unique selling point (USP)
· Marketing strategy
· Tone and style preference
· Niche
· Communication methods
· Product information
· Competitors
· Industry
· Messaging guidelines
Now that the copywriter knows everything about your company, they can save you the trouble of checking for the accuracy of each piece of content.
Information about the Project
The copywriter also needs to know everything about the project they will be working on. They need to highlight the benefits of the project and sell it to prospective clients. You can make this easier by giving them all the necessary information in the copywriting brief.
Project Information You Should Add to the Copywriting Brief
· Project context
· Call to action
· SEO details
· Project overview
· Objectives
· Campaign details
· Advertising details
· Constraints (time, length)
A copywriter can thus highlight aspects of your project that may appeal to potential clients.
Information about Your Target Audience
An important part of writing copy is appealing to the target audience of a certain company or product. Hence, when the copywriter knows what the target audience is, they can direct the content to that audience and come up with ways to convince them to purchase your products or services.
Details of the Target Audience the Copywriting Brief Should Have
· Demographics
· Size
· Aspects/characteristics (age, gender, sex)
· Needs/wants
· Interests
· Pain points
· Socio-economic information
Your copywriter can also address the pain points, objections, and interests of the target audience to make your product or service more appealing to them.
Your Goals with the Project
The whole point of the content is to achieve a set goal or objective. You may want the writing to drive more sales or help you establish a brand identity. Regardless of the goal, you need to communicate it to the copywriter so they can create content accordingly.
Goals You Can Add to the Copywriting Brief
· Sales
· Profit
· Brand identity
· Newsletter sign-ups
· Website clicks
· More leads
· A higher average revenue
Having a set goal in your copywriting brief is essential to your project’s success.
The Content You Need
This is the most essential part of the creative brief since it is what the writer will be working on. They need to know whether you need blog posts, landing pages, or some other type of content. Then, they can deliver content accordingly.
Content Information for the Copywriting Brief
· Type of content (blog, article, About Us page, landing page, page description)
· Word count
· Length
· Subject
· Key terms
· Information to include
· Draft text (if applicable)
· Deadline
Final Words – What to Include in a Copywriting Brief
A copywriting brief needs focus and detail to yield the best results and to ensure both parties remain up-to-date. It should include background information, context, and preferences. You need to answer every question the writer may have.
