How to Give a Complete Copywriting BriefSeptember 17th 2016 Sally Ormond briefing a copywriter, briefing process, creating a brief, hiring a copywriter, working with a copywriter
You are looking for a copywriter to create your website copy because:
- You don’t have the time
- You don’t have the skills or knowledge to write effectively for the web
- You want a professional website in looks and content
But, looking for a writer doesn’t just mean doing a quick Google search, picking one from the results and then emailing them saying “I need new web content for my business, can you do it?” and expecting them to create something fantastic.
The brief your copywriter needs must be comprehensive.
It’s not enough to send them a list of your competitors and asking for something along those lines.
Firstly, you want to be different to your competitors so creating the same old type of content isn’t going to make you stand out.
Secondly, your content has to reflect you and your business and that can only happen if you take the time to brief your writer correctly.
What does a copywriter need to know?
- Details about your business
They are going to want to know all about you and your business.
What your values are.
Why you do what you do and how you do it.
What your unique selling proposition is.
Where you do business.
How your business builds relationships with its customers.
What’s special about your business? That means what do you do that no one else does?
The history of your business.
What customer service levels do you offer?
Do you offer any guarantees?
- Details about your products/services
What do you offer your customers in terms of products and/or services?
What do they do?
Why do your customers need your product/service?
What is the primary benefit of your product/service?
What do they offer that your competitors don’t?
Why should they buy your product/service?
- Details about your customers
Who are they?
What are they like?
Why do they have a need for your product/service?
Why should they buy from you rather than another supplier?
What would prevent them from buying from you?
How will their life be improved by buying from you?
- Details about your project
What type of project is it?
What is the scope of the project (if a website what pages are needed, if a brochure how many pages etc.)?
What is your primary conversion objective?
What is your preference for tone of voice?
And that’s just for starters.
The first draft of copy produced by your writer will only be as good as the brief you provide them. Don’t forget, they come to the project with no prior knowledge of your business, so it’s essential you give them all the information they need.
Before you think, in that case I won’t other hiring a professional, it’s far better to get someone from the outside to write about your business.
Because they won’t assume the reader knows anything. They will maintain plain English throughout so anyone can understand what you do and why. In other words, they will see your business as your customers see it and will therefore create content that answers all the questions they may have.
On top of that, a professional copywriter also understands marketing and how to write for the web.
So you see if you want to hire a copywriter you are going to have to put some work in too.
Give them all the information they need and trust their judgement. They’ve been writing for a long time and know what they’re doing.