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  • Nikki Trailor

How to brief your copywriter to get the best results

Updated: Nov 10, 2020

When hiring a freelance copywriter, the chances are they won’t know all that much about your business before they start work. So how can you make sure they understand exactly what you need, so you get the results you want?


A good, thorough brief allows your copywriter to crack on with a project without any back and forth, until the final draft is ready.


Here are my top tips for providing a clear brief:


1. Define your goals


Where is your business now and what do you want to achieve by hiring a copywriter?

  • Do you want to reach a new audience?

  • Do you need your web page to convert more?

  • Are you starting from scratch and need guidance on the best voice for your brand?

  • Are you looking to open out to new social media channels?

  • Perhaps you simply want fresh, regular content to improve SEO?


The more your copywriter understands about your goals, the easier it is for them to create impactful and tailored content.


2. Clearly explain your business’ USPs (unique selling points)


Understanding what makes your business unique gives your copywriter a clear idea of how exactly to sell your business. How you differentiate yourself from any competitors may make all the difference when it comes to appealing to the right audience.


Which brings us onto point 3..


3. Define your target audience


The more information you provide here, the better.


Think about details such as:

  • Age

  • Gender

  • Location

  • Needs they have or problems they need solving

  • Their interests

  • How can your business help them?

  • What reservations they might have about buying into your products or services


4. Do you already have a brand voice you are happy with?


Brand voice is so important when engaging your audience. Some things to think about include:


  • Is your messaging consistent across all of your channels?

  • If so, are you happy with it and is it working?

  • If yes, how would you define your tone of voice? Is it friendly, funny, sophisticated, formal?

  • Do you already have tone of voice guidelines in place?

  • Do you need help making your brand voice consistent or making it grab the attention of your audience?


5. Project details


Including as much detail as possible allows the copywriter to plan the project timeline and provide an accurate quote. Think about the following:


  • Do you have a strict deadline?

  • Do you have specific word counts or guidelines to adhere to?

  • Do you need any collaboration between your copywriter and any designers you are working with?

  • Any other details that are important to the project

  • Specific keywords to include



If you have a copywriting project in mind then do get in touch. I’d be happy to talk you through the briefing process and make sure I have everything I need to do my job well.


Briefing calls usually take between 30-60 minutes.


Give me a call and find out how I can help you.


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