Learn why making the time to complete the Creative Brief is so valuable!
Ok, so we discussed what a Creative Brief is in a previous article, but what else should you know about completing the brief?
You, as the client should have a deep understanding of your own business, but for lots of reasons, this is not always the case, or perhaps you have a biased view or perception of it.
All this means is that your copywriter will use skilful questioning techniques to elicit this information from you, even if you don’t think you know it!
You should consider your copywriter to be a ‘consultant’; someone who not only
writes your copy but someone who brings to the table a wealth of ideas, strategies,
hints and tips that you may not have considered.
And I have said it before, but will say it again – it’s absolutely worth making the time to complete the Creative Brief with your copywriter to ensure they are in the best possible position to deliver your copy as you expect it and saves having to waste time with reviews and editing.
“Make the time and get it right…first time”
A Good Copywriter Is A Good Investigator
The role of a copywriter is to question, cajole, probe and generally quiz you on your views about your business, so be prepared to be asked lots of questions.
They aren’t being nosy, they’re taking the time to get to know you and your business to help understand your unique selling points, goals and to craft clever copy.
Think of your copywriter as a friendly forensic investigator! They are there to find out as much about your business as possible so they can write with authority about your business.
It goes without saying that your copywriter understands the importance of confidentiality and is willing to sign a non-disclosure agreement if you think that’s necessary too, just ask the question when first engaging the copywriter or before conducting the Creative Brief.
Great copywriting work results from the copywriter being able to challenge you and your thinking so that nothing is taken for granted or misconstrued. So don’t take any of the questioning or challenges as an attack- its all done with your best interests at heart.
Some of the best copywriting work results when a copywriter simply asks the client “Why is that the case?” or “What makes you think that?” or “Where is the evidence for that?”
You’ll might be surprised what the conversation can flesh out! You might even learn some surprising facts along the way.
How To Help A Copywriter Write Great Copy For You
While this may sound a little back to front, your involvement and inputs really help to shape the copy that is produced, its not that your copywriter needs you to do their work for them – but they do need you to provide information and context to support what they do.
Be open and detailed when answering the questions and share as much as you can about your business, the benefits will come through in the end results.
How Will The Copywriter Learn About Your Product/Service?
All good copywriters get very involved with their client’s product. They are eager to absorb as much information about the product as they can so they can write with authority and help your business achieve its goals.
To do this, they do some or all the following, depending what is required of course:
• Use or test the product/service
• Visit the factory where it’s made
• Talk to customers about their experiences with the product
• Watch videos/DVDs and read vast amounts of research material to educate
themselves about the product
• Visit the place of sales to see how the business engages with its customers and observe the tone and culture
• Wander the aisles of supermarkets to witness how people choose a product
…and more.
If some of those personal visits are not possible or appropriate, a comprehensive telephone briefing will take place.
How Long Will It Take?
A copywriter briefing should be thorough so that they do not have to come back to you for more information after the initial briefing is over. Remember – make the time and get it right…first time!
The briefing could take at least 30-90 minutes so it’s worthwhile scheduling in that time when you decide to go ahead. Your copywriter can do it over a phone or video call or, if you prefer, they can also come to your location. It’s really up to you to discuss with your copywriter and their availability and access.
Now it may seem like a lot of time to invest but considering your business needs and the purpose of the copy, you are likely to receive great returns – so take the time. Imagine if you were engaging a copywriter to write the copy for your website – that content is going to exist on a global platform, being seen by the world. Don’t you want it to be perfect for you and your business needs?
Getting it right the first time is also much more cost effective than writing and re-writing on a regular basis.
Creative Brief Template
In a previous article discussing what the Creative Brief is and why it’s used, an example template was also included. Maybe jump back in and have a read to refresh yourself on the detail and questions in the Creative Brief template.
This is a template used in many advertising agencies around the world, others may follow a differing format, but they are all a variation on a similar theme.
You’ll see there is a list of headings. Although these headings look straightforward and simple to answer, you’ll find that it involves a fair bit of research and work to come up with a clear answer for each that will help to shape the resulting copy.
Your copywriter will need to delve deeply into the product with you to work out the answers to these questions.
And by the way, we understand you may not know the answers to all these questions. That’s okay.
Your copywriter will step you through the process but it will save you time and money if you’ve had a look at these questions before your copywriter takes the brief.
Do You Have To Answer All The Questions?
The Creative Brief is a document that contains several key questions. These questions will help you delve deeply into your business so that your copywriter can create a tight, accurate brief.
Not every question will be relevant to you – they are here as a guide. Likewise, there will be questions that are not here that you can add as you go along.
You do not need to fill this form out – it’s just a guide that will get you thinking so that when you speak with your copywriter, you are working from a position of strength.
I hope this information helps to build your knowledge on completing the Creative Brief and why it’s important to make the time with your copywriter to get it done.
Reach out if you have any questions about how fabulous copywriting can help your business or if you want to discuss an exciting new project.