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When you hire a copywriter, there are many things they will need to know in order to do a good job for you. Knowing how to brief a copywriter in advance will therefore help you get the best out of them, and secure the optimum return on your investment.

When you’re launching a new product or service, there’s normally a whole load of written information that goes with it, even if it’s a new venture. As well as asking you lots of questions about your project, the copywriter will need to see as much of this written information as you can muster.

Essential sources of background information can include:

• Previous adverts
• Brochures
• Press releases
• Product descriptions
• Technical information
• Website copy
• Articles
• Competitor ads
• Technical drawings
• Marketing plans
• Internal communications

If you’ve employed a copywriter who knows what they’re doing, they will then ask you a series of questions covering the following things about your product and/or service:

• What are its features and benefits?
• What is its unique selling proposition (USP)?
• What and who are you competing against?
• How is it used and by whom?
• What problems does it solve?
• How does it work in detail?
• Do you have any testimonials about it?
• How do you deliver it?
• What after sales service do you offer?
• What guarantees do you give? (1)

The copywriter will then need to know some key things about your target audience. You can find out about your target market by reading magazines where similar ads to yours appear, or by visiting forums or blogs within the same market sector. Note how people in your target audience are addressed, and equally how they express themselves. You’ll then be able to answer when your copywriter asks you:

• Who will buy this product and why (is it based on price, performance, delivery etc)?
• Describe your average buyer’s character, what are they like, what do they do?
• What motivates the buyer, what would cause them to act?
• What influences should the copy appeal to (greed, fear, love, vanity etc)?

Lastly, you must define the objective of your copy for the copywriter. All good copy drives action, and you must make this clear to the writer or you won’t achieve the response you want. Do you want your copy to:

• Generate sales?
• Create new business leads?
• Answer customer inquiries?
• Qualify new prospects?
• Give out product information?
• Build your brand or company image?

In summary, if you can do a bit of research before hiring a copywriter, you’ll be able to brief them properly and get excellent copy as a result. It may take some time to do properly, but your effort will be rewarded with a successful advertising or marketing campaign. Your copywriter will also love you for it – because all writers relish a good brief.

Sources

1. Robert W. Bly, “Take Your Copywriting to the Next Level”, A Special Report, 2008