The New (and Improved) Way to Brief a Copywriter More often than not companies who contract with freelance copywriters use a Copywriting Brief as part of the interviewing process. However, many of these copywriting briefs can be genuinely intimidating. Even so, contractors and freelances accept them as just part of the process. But should they? Most companies understand a copywriter will want to gain as much information as possible about products, technologies or services prior to offering a proposal for work. However, a copywriting brief can only provide the basics; serving up an appetizer instead of the dishing up the main course. Since a copywriter’s job is to produce original, clear and credible ideas or messages often in a specific tone or voice, the more communication, whether though social media, by Skype, or through email that takes place, the better. A copywriting brief can only mete out the most basic of information, while sometimes leaving …show more content…
Sizing up the heart and soul of a company now, rather than accepting a vague description can save time and frustration later. Think about it. So many times the key message has been lost because the words on a copywriting brief fall flat of any personality or individuality. Substance without spirit. Its important for companies that have embraced a new, and improved way to brief a copywriter to be as clear and concise as possible while fielding questions often not found, or considered important in a Copywriting Brief, such as, “Are there specific key motivators and/or pain points for your customers or clients?” By “getting personal” an interviewer and interviewee can form a connection; a kinship of sorts that sheds the formality of the Copywriting Brief and many established generalizations, while opening a true dialog and gaining