What is A Creative Brief & How To Show Up Prepared. Copywriter edition.

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 heading into your first creative brief.

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!

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About The Author

Debbie Diosi is a conversion copywriter and certified digital marketer who helps small businesses, marketing teams, and founders turn their messaging into sales. She combines strategy, empathy, and data to craft copy that resonates and drives conversions. Grab her free Conversion Copy Checklist or book a call to see what’s working in your marketing.