How to Brief a Copywriter So You Get Better Results
If you give your copywriter a strong brief, you’ll get sharper, faster, and more strategic work. Clients often ask me what they should include in a copy brief. Some send full decks. Others drop a one-liner like: “We just need something that sounds better.” The truth is, a good brief doesn’t need to be long — it needs to be focused . Here’s how to brief a copywriter (whether it’s me or anyone else) so you get maximum value, minimal rounds of revision, and content that actually converts. ✅ 1. Start with the Why , Not the What Instead of: “We need a landing page.” Try: “We’re launching a new product line and want a landing page to capture demo requests from cold traffic.” 📌 Copy is more effective when it’s tied to a business goal, not just a content format. 👤 2. Be Specific About the Audience Who are we writing for? And what do they: Already know? Need to understand? Worry about? Want to avoid? The more detail you provide here, the easier it is for the c...