How to brief a Copywriter properly (to save everyone time & headaches!)
Hiring a copywriter should make your life easier.
Clearer messaging. Better marketing. Fewer late-night attempts at writing your own homepage while questioning all your life choices.
But there’s one thing that often gets overlooked.
Good copy doesn’t start with writing. It starts with the brief.
And when the brief is vague, rushed, or practically non-existent, the whole project becomes harder than it needs to be.
The copywriter is guessing. The client is disappointed. And everyone spends far too much time going back and forth.
The quality of the brief shapes the quality of the copy.
So if you’re planning to hire a copywriter, here’s how to brief them properly.
copywriters are not mind readers
I know. Shocking.
But a lot of businesses assume a copywriter can simply “figure it out”. They send a few bullet points, maybe a link to their existing website, and expect magic.
Sometimes that works. More often, it leads to copy that feels… slightly off. Not wrong, exactly. But not quite right either.
Because good copy isn’t just about writing well. It’s about understanding:
your audience
your positioning
your tone
what actually makes your business different
And that understanding starts with the brief.
Tell us what your business actually does
This sounds obvious. But you’d be surprised how often this step gets buried under layers of jargon.
When briefing a copywriter, start with the basics: What do you do? Who do you help? How do you help them?
Try to explain it the way you would to a friend.
So, less: “We deliver innovative, results-driven solutions.”
And more: “We help small businesses sort out their finances so they stop stressing about cash flow.”
Be super specific about your audience
One of the fastest ways to weaken copy is trying to speak to everyone.
If your brief says your audience is “business owners”, that’s not much to go on.
Business owners where? Doing what? At what stage?
The more detail you can share, the better!
For example:
Are they early-stage founders?
Established businesses trying to grow?
Overwhelmed service providers juggling too much?
Each of those audiences needs slightly different messaging.
Decide what the copy needs to achieve
This is where a lot of briefs go sideways.
Businesses often ask for things like:
“a homepage”
“some website copy”
“a landing page”
But those are formats, not goals.
Before the writing starts, it’s important to answer one simple question: What should the reader do next?
For example:
book a discovery call
join a waiting list
buy a product
download a guide
Good copy gently guides people towards an action. Without a clear goal, the writing becomes… a bit vague.
Share how you want to sound
Your brand voice matters.
Some businesses want to sound polished and professional. Others prefer something warmer and more conversational.
Neither is right or wrong. But your copywriter needs to know where you sit on that spectrum.
Helpful things to include in your brief:
brands whose tone you like
brands whose tone you definitely don’t like
words you use frequently
phrases that feel very “you”
Even a few rough notes can help a writer capture the right tone.
Highlight what makes you different
This is the part many briefs skip.
Businesses often assume their unique selling points are obvious. But they’re not.
Your copywriter needs to know:
what makes your approach different
why clients choose you
what results people get from working with you
Otherwise the copy risks drifting into generic territory.
You know the kind:
“High quality service.”
“Customer-focused approach.”
“Tailored solutions.”
None of those phrases mean much on their own. The real magic is usually in the details.
Share examples (good or bad)
If you’ve seen websites or messaging you love, include them.
Not because your copywriter will copy them. But because they provide clues.
Maybe you like:
a clear, no-nonsense tone
slightly playful language
very simple, direct messaging
Examples help writers understand what feels right to you.
Don’t forget the practical stuff
A good brief doesn’t just cover strategy. It also includes the practical details.
Things like:
which pages need writing
deadlines
approximate word counts
SEO considerations (if relevant)
any existing material the writer should review
Old website copy, brand guidelines, customer testimonias, it all helps.
The more context your copywriter has, the faster they can get up to speed.
A good brief saves everyone time (and money)
Here’s the bottom line. Hiring a copywriter is a collaboration.
The writer brings the words. You bring the insight about your business. When those two things come together clearly, the results are powerful.
So before your next copywriting project, take a little time to prepare a proper brief.
Even an extra hour of thinking through your audience, goals, and messaging can make the entire process smoother.
And the copy you receive at the end? Stronger. Clearer. And far more likely to do what great copy should always do: Connect with the right people.
