It’s very hard for a copywriter to write a high-quality piece of work if they don’t have a high-quality brief to follow. Essentially you get out what you put in. Here are four top tips to help you write better briefs so that your copywriters can produce their best work:
1. Introduce your writer to the intended reader
You know who the content is aimed at but your writer might not, so introduce each other. Using personas in your briefs can give a clear idea of what subject matter, tone of voice, and level of specialist complexity are appropriate, helping your copywriters to craft relatable content for your target audience. Even if it feels silly to say “47-year-old Steven, who works in cybersecurity and is struggling with managing remote workers”, this paints a picture of the individual and their pain point. Ultimately, the more detail you can provide about the reader, the better.
2. Always have a clear call-to-action
You could be wasting your copywriting budget if your copywriter starts writing without a clear idea of what you want your reader to do once they’ve read the copy. Sometimes in larger organisations, content can change hands a lot, get passed down the line and the purpose ends up getting lost. Like Chinese whispers… If needs be, go back to the drawing board and outline a reason for each piece of content in your strategy. If you can’t clearly explain the action you’d like your reader to take and the purpose of the content in your brief, you’re not going to see the conversion rates or engagement you were hoping for.
3. If necessary, make a call
A discussion of the project and what you want to achieve can sometimes be more time-efficient than trying to condense everything you want to say in an email or briefing form. Remember, a skilled copywriter will know the key information they need, so make sure the conversation is collaborative. After the call, they can write up their notes from your discussion and outline the key points you covered so that you can both sign it off before they start work.
4. Include background information or other examples
If you’re aware of similar articles or topical news stories that explore the same issue as your copywriting project, share them with your copywriter. This isn’t about plagiarism or creating unoriginal content but about providing background and inspiring ideas. It’s also worth sharing similar pieces of work you’ve done, or they’ve written, in the past. There’s no point reinventing the wheel if there’s a previous format or style you’re looking to recreate.
Copy that captivates
Any time invested in creating a strong brief will pay off later when you get high-quality copy the first time around. Don’t miss out on this valuable opportunity to put your writer on the right path to success by sharing all the insight you can in your brief.
Here at asabell, we understand that words might not necessarily be your forte. We have a team of highly skilled copywriters who can help with your projects, big and small. If you’d like to find out more about how we could help you, please get in touch.