Brief Encounters: How to brief a copywriter (so you both stay sane)
There’s a reason creative projects go off the rails. And it usually starts with the brief.
Or more accurately: the lack of one.
Whether you’re hiring a copywriter, designer, videographer or any other creative freelancer, a good brief can be the difference between your feedback being “That’s exactly what I needed” and “That’s… not what I meant at all.”
As a freelance content writer and copywriter, I’ve seen my fair share of both.
So, if you’re working with a copywriter (or planning to), here’s how to write a brief that actually helps us help you without turning the whole thing into a game of mind-reading.
What is a copywriting brief?
A copywriting brief is a document that outlines the scope, goals, audience and logistics of a writing project. It tells your writer what you need, why you need it, and how to approach it.
It doesn’t need to be a 12-page deck. Think of it more like a map with clear directions, a few highlighted stops, and a general idea of how to get there without falling into a swamp of misunderstandings.
A good brief sets expectations and saves a lot of time.
What happens when you don’t have a brief?
Let’s say you ask a freelance copywriter to “just write a homepage” without much detail.
They go away, do the job, and send you something that sounds great on paper but completely misses the tone you had in mind. Or doesn’t mention your main product. Or sounds too casual - or not casual enough.
Suddenly, you’re on draft four, wondering why it’s taking so long and why the writer isn’t ‘getting it’.
The problem in this scenario? No brief = No shared clarity from the start.
Without a brief:
Deadlines end up getting pushed back
Edits pile up
Scope starts to creep
Everyone gets frustrated
With a brief, you give your writer a clear runway to launch from. And that means a smoother, quicker journey to exactly what you need.
Why a strong brief saves time (and money)
Without a brief, your copywriter has to fill in the blanks for you, and that takes time. It also introduces guesswork, which can lead to mismatched expectations, edits that cost more, and content that doesn’t quite land.
When your brief is clear:
We hit the ground running
The first draft gets closer to the final version
There are fewer revisions and surprises
You avoid unnecessary costs, delays, and stress
Your brief is the difference between content that connects and content that confuses.
What to include in a good copywriting brief
Whether you’re writing the brief yourself or filling in one your copywriter provides, here are the key things it should cover:
1. What are we writing?
Get specific. Is it a landing page? A 1,200-word blog? A series of product descriptions for a new range? Include word count estimates if you have them.
2. What’s the goal?
Every piece of content or copywriting needs a purpose. Are you trying to:
Generate leads?
Improve your SEO rankings?
Launch a new product?
Clarify your messaging?
Increase conversions?
The more focused the goal, the better the writer can work toward it.
3. Who’s your audience?
Share details about who you're talking to.
Who are they? What do they care about? What tone or references will resonate with them?
If you have different audiences for different services, make that clear too.
4. What do they need to know?
List your key messages. What’s non-negotiable? What must they understand, believe, or do after reading?
This helps your writer prioritise the content hierarchy (yes, there’s hierarchy to consider).
5. What’s your tone of voice?
How do you want to sound? Friendly? Professional? Cheeky but informed?
If you don’t have a tone of voice guide, examples of things you like (and dislike) are helpful. This is especially important if your brand has a distinct personality that needs to be upheld.
6. What should we avoid?
Are there words or phrases you hate? Do you dislike sounding too corporate, or too casual? Maybe there’s a competitor’s tone you don’t want to sound like.
Let your writer know.
7. Deadline and logistics
What’s the timeline? Will you need the content in stages (e.g. outline > draft > revisions), or all in one go?
Who’s giving the final sign-off? Just you, or is there a team that needs to provide their input?
8. Useful extras
The more detail you can offer, the better. Here are some additional ‘nice to haves’ you might want to include:
Links to previous content
Competitor examples
Brand assets or guidelines
SEO keywords (if known)
Calls to action
Whether the design/layout will affect the word count or structure
A quick example of a solid mini-brief
Here’s a stripped-back version of a brief that would be hugely helpful to a copywriter:
Project: New 'About' page for website relaunch
Goal: Position me as a trusted service provider with personality – not too stiff, but still professional
Audience: Small business owners, mostly 30s–50s, looking for someone reliable but not overly corporate
Tone: Warm, confident, a little cheeky. Avoid industry jargon, and no exclamation marks
Key messages: Experience, reliability, strong client relationships, down-to-earth approach
Deadline: First draft needed by [insert date]. I’ll provide feedback within 48 hours
Extras: Please include a short, punchy bio for the footer and one version with a headline, one without
Why does this work? There’s very little ambiguity. Just what’s needed to start strong.
But… what if I don’t know what I want?
That’s valid.
Sometimes you know you need a blog, or a brochure, or a new website, but the details are a little hazy.
That’s where working with a strategic copywriter comes in. Because, as helpful as it is to have a solid brief, it’s not completely your responsibility to provide that.
As content writers and copywriters, its also our responsibility to make sure we get the information we need to get started with a project. So if you’re not set on all the details yet we can help you get to the root of what you're really asking for and shape the brief with you.
The best client-creative relationships are collaborative. And yes, we’re more than happy to help you figure it out.
If you’re looking to hire a copywriter and they’re not asking a million and one questions to get to the bottom of things, that should be a red flag.
FAQs: Briefing a Copywriter
Do I need a brief to hire a freelance writer?
Not always, but it helps massively. Even a few bullet points give your writer a much stronger starting point.How long should a creative brief be?
A good brief can be anywhere from a paragraph to a couple of pages, depending on the complexity. It's about clarity, not length.Can a copywriter help me write the brief?
Yes. I often work with clients to shape their briefs as part of the planning process. If you’re unsure, just say and we’ll walk through it together.
Your brief is your launchpad
A brief doesn’t need to be fancy but it does need to be clear. When you take the time to explain what you want - even if that’s just a rough outline - you give your copywriter the tools to deliver something spot on.
Need support getting your ideas into words? Whether you’ve got a full brief ready or a rough idea scribbled in your Notes app, I can help you shape your message and write it, too.
Let’s have a chat over a brew, and we’ll get you sorted.
