It’s All in the Brief – writing compelling copy
If you’re in any way involved in your company’s website, you’ll know that to engage with your target audience online, you need compelling web copy – for your website, newsletter, blog and social media updates. You could write your own, but this will only work if you have a sound understanding of the current digital environment, and most importantly, effective online copywriting skills. Developing these skills takes practise – and time. If you’re not really a writer, you’d be better off using the services of a copywriter or Alfalfa Content Generator.
Ideally, you would have a face-to-face meeting with your copywriter, so she can get insight into your brand personality and be able write in a style and tone that is suited to it. If this is not possible, make sure you have the next best thing: a detailed briefing document. Most copywriters will tell you that a comprehensive brief makes all the difference in helping them write copy that really benefits their client. It also helps them give you a more accurate quote.
Your brief should include all the requirements for the project, your expectations and background information, but keep it short – we don’t call it a “brief” for nothing! Here are the elements you should include:
What?
This is the nature of the deliverable, for example do you want a banner ad, newsletter or content for your website?
When?
What is the deadline for the copy? You’ll need to factor in things like product launches and website upload dates.
Who?
Identify your target audience. Are they new or existing clients, for example?
Must include?
Are there any non-negotiable elements, like a product slogan, Facebook button or a link to product page?
Tone?
All copy should be in your brand’s language, but specifically for this project, should it be friendly, quirky, educational, urgent, etc.?
Call to action?
The action you want readers to take (for example, do you want them to buy or request information? Should they contact you via email, phone or online form?)
Starting off with a brief like this ensures that all parties are on the same page (literally) and gives your copywriter the chance to recommend changes or ask questions.
