Briefing a Copywriter
A copywriter is only as good as the brief they are given. A vague brief produces guesswork and endless rounds of revision; a clear one produces copy that lands close to right the first time and saves everyone time and frustration.
A good brief is short but specific. It tells the writer what success looks like, so they can make confident decisions rather than playing it safe or constantly checking in.
What Every Brief Should Contain
These few items remove most of the uncertainty a writer would otherwise have to fill with guesses.
- The goal — what the piece should achieve.
- The audience and what they already know.
- Key messages and proof points to include.
- Tone, length and any must-use or must-avoid wording.
Giving Useful Feedback
When reviewing drafts, explain the problem rather than rewriting line by line. 'This feels too formal for our audience' guides the writer far better than silently changing their words, and it teaches them to get closer next time without your intervention.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.