Our top tips for briefing copywriters

by Stratton Craig

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A good brief will almost always result in good copy. But we know that writing a good brief can be hard. Especially since we’re in the business of getting information from brain to paper.

Briefs should contain all the guidance and references needed for a writer to hit the ground running without much need for any to-ing and fro-ing. Here’s a rough guide to the main information that’s as good as gold dust to a writer approaching a new project:

Project context

What is the project and why has it come about? What is the objective of the piece of communication we are working with?

Target audience

Who is the audience? What is most important to them about the product/service?

Key message

In no more than 50 words what is the overriding message that needs to be communicated?

Take homes

Once they’ve finished reading what do you want the reader to know/feel/do?

Tone of voice

What is the tone of voice for the piece? What personality words reflect your brand?


What’s the suggested word or page count? How big is the piece (e.g. A4, A5 etc)?

Reference material

Where are we directed for information? Websites, existing materials, key contacts etc

If you’d like to speak to us about the briefing process, if you’d like help putting together a template for future briefing or indeed, if you’d like to brief us on an upcoming project, please call us on 020 7593 4014 or email [email protected].

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