A brief does not need to be long. It needs to answer the questions a writer would otherwise have to guess at. The seven points below cover most projects, and a few sentences on each is enough.
1. Who the copy is for
Describe the reader in plain terms: their role, what they already know and what they are trying to do when they land on the page. Copy for a first-time visitor reads very differently from copy for an existing customer.
2. What the page should achieve
Name one main goal. It might be a contact request, a purchase, a newsletter sign-up or simply a clear explanation. When a page tries to do several jobs at once, it usually does none of them well.
3. The key message
If the reader remembers one thing, what should it be? Writing that sentence down first keeps the whole piece on course.
4. Tone of voice
Formal or relaxed, technical or plain, first person or third. A link to a page you like the sound of is often more useful than a list of adjectives.
5. Keywords and topics
If the copy needs to be found through search, list the terms your customers use. Two or three well-chosen phrases help more than a long list.
6. Facts, sources and links
Share the details only you know: product names, prices, processes and anything that must be stated exactly. Add links to pages the copy should point to.
7. Scope
State how many pieces you need and the word count for each. Scope is the first thing a writer needs in order to plan the work.
The best briefs are short, specific and honest about what is still undecided.
Once you have those seven points, you have everything our order builders ask for. Choose a service, set the scope with the sliders and paste your brief into the form.
