How full briefs can save you money

​Your website designer/developer will take a creative brief when you meet to get a sense of what your website will look and feel like.
 
As copywriters, we take one too, to ensure that what we create is relevant and specific to your business’ values and overall aims.

So, what  is  a copywriting brief?
A brief is  a series of questions that need to be discussed between you and your copywriter. It  provides them with information they need to not only write to your target audience about your business and/or your products and services, but also why your business should be chosen over your competition. 

But, can't I just tell the copywriter what I'd like them to write about?
No. Website writing is a very subjective business which creates room for error. A  brief is the key document that both the writer and the client use as their touchstone.  Having a full brief in place will minimise misunderstandings and miscommunication. 

What information should be in a brief?
The brief should cover:

• The type of task.  A   five-page website, 10-page website, a website audit, etc.
• What the website is about.   What is being promoted, what pages do you need and what will each page say.
• Target audience.   Who is most likely to buy from you.
• Features and benefits of your products and services.
• What aspects of the products and services are you going to promote  .   What are the most important things you need to say about our product or service.
• Objectives.  What you do people to do once they’ve landed on your website?
• Competitors.  Who else is doing what you’re doing and what will make the reader choose you over them?
• Key selling benefits.   What will the  reader get out of doing business with you? Why should they buy our product or service?
• Tone of voice.   Professional, youthful, friendly, authoritative etc.
• Budget.
• Deadline.
• …and much, much more.

  
A good copywriter is a good investigator
In addition, a good copywriter will want to find out as much about your business as possible so they can write about it with authority.

They will question, coax, probe and generally quiz you on your views about your business, so be prepared to be asked lots of questions!

Great copywriting work results from the copywriter being able to challenge you and your thinking so that nothing is taken for granted. Some of the best copywriting work results when a copywriter simply asks the client ‘Why is that the case?’ or ‘What makes you think that?’ or ‘Where is the evidence for that?’.
 
How long will the briefing take?
A copywriter briefing should be thorough and could take at least 60-90 minutes, so it’s worthwhile scheduling in that time when you decide to go ahead. 

It may seem like a lot of time to invest but considering your website will be seen day  after day, month after month, year after year, it pays to get it right up front. That way,  you’ll only have to update and tweak it. This is much more cost-effective than writing and rewriting on a regular basis.
 
 So, how will a full brief save me money?
 A full brief means:

• Your copywriter is more likely to get it right the first time, meaning less rounds of edits before the copy is finalised. Most copywriters allow only two rounds of edits, and will charge extra after that.
• Less research required by the copywriter once they start the job. So if they charge by the hour,  research costs could blow your budget.
• The copywriter will have less questions to ask you throughout the writing process, which saves your valuable time and money.

 
So take the time to prepare a full brief before you start your next copywriting project. It will save you time, money and will result in a far more effective piece of writing.