How to write a good creative brief

Most copywriters are not in the position of having to write creative briefs. But we do depend on those who do.

In fact, the creative brief we are given can have a significant impact on the quality of our writing.

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Here are the five areas I think should be addressed in a good creative brief.

1. Description of task

This needs to be a complete description of the writing task involved.

2. Background on product/company

The copywriter will usually NOT be as “up-to-speed” as the account management group. It is easy to assume the writer has in-depth knowledge that he or she does not have.

So it’s important that the writer is given “too much” background information on the client and the product or service being written about.

3. Audience description

The fastest way to undermine the ability of a copywriter to do a good job is to deprive him or her of a crystal clear image of the target audience.

The writer needs to feel an intimate understanding of what the audience wants, needs and desires. That understanding needs to be of a depth that it allows the writer to picture clearly and accurately an individual within the target group.

The writer should be able to close her eyes, see the person, picture his home and yard, know how he likes to spend his free time and understand what most excites and scares him in life.

4. Principal purpose of the communication

Again, this is extremely important. Many a well-written piece of advertising has failed to deliver, simply because the writer was never given a clear view of what that “deliverable” really was.

What is the principal purpose of this email, web page, newsletter?

The more precisely this question can be answered, the better the copywriter will be able to write a clear, sharp communication that stays on purpose from the first word to the last.

5. Timeline

Great copy cannot be written in an hour. The assimilation of background information, a growing understanding of the audience at the individual level and the process of writing itself is a creative process when done well. It takes time.

The first draft is never the best draft. Nor the second. As a result, copywriters need to be given sufficient warning of an upcoming job and be provided with enough time to do the job well.

Concluding thoughts...

At the risk of being labeled an old fogy, I would say that the heydays of great brief-writers are long past. Or maybe it’s simply that online account groups haven’t had the same training as can be found in traditional, offline advertising agencies.

Regardless, the best possible copywriting and content writing is possible only with the support of the best possible creative briefs.

About the author
This article was kindly provided to Bytestart by Nick Usborne. Nick is a copywriter, author and speaker. You can access all his newsletter articles on writing for the web at ExcessVoice.com. You can also find articles and resources on how to make money as a freelance writer here.