How do you brief a copywriter effectively?

25-06-2025

A good brief saves time, prevents misunderstandings, and leads to stronger copy. This article explains what a copywriter needs from you and how to deliver it clearly.

You have found a copywriter who feels like a good fit. You like their tone, the price makes sense, and you are ready to get started. Then comes the question: do you have a brief?

You do not need to write an essay, but even the best copywriter cannot read your mind. A clear brief makes the difference between “almost” and “exactly right”. Here is what to include and why it helps.

What goes into a good copywriting brief?

A strong brief answers six essential questions:

  1. What is the purpose of the text?
    Do you want to inform, convince, attract, explain? What should the reader think, feel, or do?

  2. Who is your audience?
    Who will read this? What do they already know — and what not? What do they expect or need?

  3. What is the key message?
    What absolutely must be included? What should stay with the reader?

  4. What tone do you want?
    Formal or informal? Warm, bold, understated, quirky? Examples help here.

  5. What is the context?
    Where will the text appear, on a website, in an email, in print? Is this a one-off or part of something bigger?

  6. Are there any practical details?
    Think of: length, deadline, keywords, structure, links, brand style, CTA, formatting needs, SEO elements.

What I typically get from clients

You do not need to format anything perfectly. Often, a mix of the following is enough to get started:

  • Notes, outlines, or a previous version of the text
  • A quick email explaining what you want to achieve
  • A few example texts you like (or dislike)
  • Any keywords or phrases that need to be included
  • Raw input in bullet points or voice notes

I will always ask follow-up questions where needed. But the more I know upfront, the faster and more accurately I can work.

Why a good brief makes a big difference

  • It speeds things up
  • It reduces the number of revision rounds
  • It helps you clarify your own goals
  • It usually leads to a stronger final result

If you are not sure how to start, I will help you.

No brief yet? That is absolutely fine

Send me whatever you already have, even if it is messy, rough, or incomplete. I will take it from there, ask the right questions, and shape it into something that works.

 

This article was written by Janneke Susanne Mol, copywriter, translator, and transcriber at Janneke Mol Language Solutions. With a background in journalism and English language and literature, I help businesses communicate clearly, confidently, and in their own voice — in both Dutch and English.

Got questions about language, copy, or translation? Feel free to get in touch. No pressure, just thoughtful answers.