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 copy to speak their language.

Even one sentence like:

“Our buyers are mid-level ops managers who hate fluff and want instant clarity.”

…can dramatically shape tone and structure.

🎯 3. Clarify the Desired Action

What should the reader do after reading this?

Examples:

  • Book a call

  • Download a PDF

  • Share internally

  • Feel like we “get” their problem

Clear CTAs = high-performing copy.

🧭 4. Share Your Positioning (or Let’s Build It Together)

If you’ve got existing messaging, a tone of voice guide, or competitor insights — send them over.

If you don’t, no problem. A great copywriter can help you shape your messaging, not just echo it. But being upfront helps avoid mismatches.

📂 5. Include Assets, Examples, and References

Want to speed things up? Include:

  • Past campaigns (what worked, what didn’t)

  • Brand guidelines

  • Links to competitors you admire or want to differ from

  • Specific words or phrases you want to use/avoid

The more aligned we are from the start, the faster the process.

🧠 Bonus: Here’s a Quick Brief Template You Can Copy

You can literally copy/paste this:

Copy Brief Template

  • What do we need written?
    (e.g. landing page, case study, emails)

  • What’s the goal of this piece?
    (e.g. book more demos, generate signups)

  • Who are we targeting?
    (job title, pain points, what they care about)

  • What tone/style do we want?
    (e.g. casual, punchy, polished, formal)

  • What should the reader do after reading it?
    (CTA)

  • Any reference links, brand assets, or constraints?

✍️ Final Thought

Copywriters aren’t mind readers — but we are strategic partners. With a solid brief, we can go beyond writing words… and help you move the needle.

Need help refining your brief, messaging or just want a second set of eyes on your copy? I’m just an email away.

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