Yikes! You've Been Invited To A Copywriting Creative Brief—Here's How To Show Up Prepared.

Congratulations! You're taking your messaging to the next level and have hired a copywriter. Now, they've requested a creative brief, and you feel like a deer caught in the headlights. But don't panic—in this post, you'll get the info you need to feel confident.

Keep reading to discover...

1. What is a creative brief?

2. Why is a creative brief important?

3. What does my copywriter need from me?

1) What is a creative brief?

A creative brief is a process by which you share the essential information your copywriter will need to complete the project. Easy right!?

2) Why is it important?

A. It will save you heaps of time and give you peace of mind (and who doesn't like that!)

• No more back-and-forth emails answering questions your copywriter

• will have, just one document with all the information they need to execute the agreed-upon plan.

• Significantly increases the chances that your copywriter will get it right the first time, which means less time you will on requesting revisions to your copy.

B. It will provide your copywriter with a clear direction!

• A copywriter with a clear directive from you is a happy, productive member of your Team and that will be a win, win for your bottom line.

3) What does my copywriter need from me in the creative brief?

• The title of your project

• An outline of the purpose of the content

• A detailed description of who you want to reach with your content

• Length of the piece or an approximate word count

• An explanation of what action the reader should take after reading the content

• Talking points, both high-level and secondary talking points (if applicable)

• A clear call to action

• Links to supporting research (if applicable)

• Keywords (if relevant)

• Your brand tone of voice

It is a common practice for you to provide your copywriter with all of the above in a written document. After your copywriter reviews your creative brief, pay attention to any questions they ask so that you can identify any areas for improvement in your creative brief process and make improvements if necessary.

Showing up to a creative brief with a well-thought-out plan will build trust and connection with your copywriter, who sincerely wants to do a great job for you!

What's it like to work with me as your copywriter ally and digital strategist?

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Establishing a Brand Voice That Makes Sense For Your Business.

If you've heard the term brand voice but have no idea where to start in establishing one of your own, this easy-to-digest article is for you.

What is a brand voice?

In a nutshell, your brand voice is your business personality. It's how you communicate with your target audience across all your marketing platforms. Your brand voice should be clear, consistent, and unchanging.

Why does a brand voice matter?

A brand voice will help you become recognizable and memorable to your target audience. Have you ever encountered a memorable person? I can think of many examples, like the guy who always answers, "Always doing good," whenever I ask how he's doing. What if I say the phrase "Just do it"? You'd immediately know that was Nike's tagline. And that's the whole point: it is memorable and recognizable! With so much faceless AI-generated content on the internet, having a brand voice is key to setting yourself apart from the competition.

So, how do you establish a brand voice?

It really boils down to a bit of research and compiling the information for consistent use across your platforms.

Here are six tips to get you started on your brand voice journey:

1. Evaluate your brand's values, purpose, vision, and mission and describe your voice in three words.

2. What is your brand tone? What mood or emotion do you want to convey, i.e., is it humorous or authoritative? Is it quirky, fun, straightforward, serious, or factual?

3. Look at your target audience's language to learn what they need to hear from you. Some ways to do this are through one-on-one interviews or checking out reviews, testimonies, and social media threads.

4. Research your competitor's brand voices. Is there a way you can stand out from the crowd and become instantly recognizable to your target audience?

5. Compile your findings into a brand voice guide complete with lists of the words, phrases, and tones you want to be known for and the ones you'd like to avoid, such as industry jargon or overused catchphrases. You can even include font choices and punctuation that will help create a distinct feel for your brand.

6. Reference your guide whenever you write your social media marketing materials or website pages like your About Page and share your guide with anyone who writes copy for you to ensure a consistent brand voice throughout your platforms.

   
   

Whatever you do, don't leave your business brand voice on default! Unless you want to be easily forgotten.

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Your Business About Us Page. It Matters More than You May Think!

Did you know that the About Us page is the 2nd most visited page on most websites, second only to the Home page?

You've likely observed that the About Us Page comes standard with website design templates.

But have you given it the consideration it deserves?

Here's the thing...

Over the decades, our shopping habits may have evolved, but our human brains will forever be wired for stories and connections. I remember the days when the only way to shop was in person at a local store, where I knew the shop owner, their kids, their family, and their cat. That personal connection helped me trust them and made me happy to do business with them!

The truth is, we still crave that human connection, even when shopping online. Wise shop owners like you utilize this vital page as an opportunity to connect meaningfully with your audience. Tell them who you are, how you can help, and why they should trust you.

It should be easy then, right?

After all, you know your story and the story of your business!

But often, when you sit down to convey your story through words, you suddenly get a bad case of MIND NUMBING writer's block.

Penning this vital page can be frustrating, to say the least. Often, that frustration leads business owners to publish the bare minimum required to get it done and simply stop at 'good enough.'

Why stop at good enough when you can have a page that is GREAT?!

The difference between good enough and great is a deep understanding of your product and offer combined with a thorough understanding of your ideal customer. So you can answer the top questions the reader may have while at the same time making this page about them.

Tricky right??

A great About page may include some of the following elements:

• First thing (before you talk about yourself), start the page by highlighting a pain point that your ideal customer is experiencing, followed by a statement to ensure the reader that they are in the right place so that they feel understood and will want to know more.

For example, A nutritionist may write, "Want to end sugar cravings for good?" "You are in the right place!"

• Solve a problem for your reader. Think, why would someone be looking for my services? Use empathy to let them know you understand.

• If possible, use storytelling. People love stories, and storytelling adds warmth and a human element to your reader's experience. Talk about where you began, your journey, and your inspiration.

• Incorporate your values. What do you stand for? Is there a specific mission or cause that you support?

• If applicable, incorporate a stat/fact, a client testimonial, or a recommendation.

• Showcase your authority, but don't be braggadocious. Remember that it is about your clients and how you help them. Keep the tone about facts, not hype.

• Don't forget to add a call to action. ie, Contact Me/Special Offer/Link to blog

• Photos! In short, photography is psychology, making photos an effective tool to reach your reader. Bonus: Images will also improve your SEO.

Most importantly, be authentic!

Authenticity builds trust and has the potential to turn your readers future satisfied customers, clients and advocates!

It's easier to have someone else tell your story…

I am passionate about writing and about telling your story.

I gather all the necessary components and weave them into something wonderful and meaningful to help get you the results you are seeking!

Click the button below to learn how you can get help with your business About Page or See what it's like to work with me. Visit The Writery.

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