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    Quite often, I get briefs that are a little…er…too brief. A quick email with a link thrown in or an attachment and a lot of wishful thinking, do not a good brief make. At the other end of the scale, I get an email trail with eight attachments and several links to follow. This deluge of information isn’t very helpful either. I have to spend a lot of time deciphering the emails to extract a brief. Then I have to open all the attachments and follow all the links and read all the information and try and discern which ones are pertinent to the brief. It’s a bit like archaeology and it takes a long time.

    There’s a careful balance to be struck between you and your copywriter. You want to give me enough information to make a great first draft, but you don’t want to swamp me with files and documents, which will add time to the project and the end cost. Sometimes, more isn’t necessarily more.

    I avoid this issue by providing my clients with a briefing sheet. This is a brief questionnaire, which asks the right questions to ensure I have all the information I need. It also helps you clarify the brief in your own head. The briefing sheet is fast and easy to fill out, saving you time and helping you understand what I need to get started.

    Sometimes, briefing a copywriter can be a daunting task, if you’ve never done it before, but a good brief is key to getting a project off on the right foot. It means I deliver a better result and there are fewer redrafts, which means you stick to your budget.

    If your copywriter doesn’t provide a briefing sheet, try suggesting it to them. Or just drop me a line to discuss your latest project and get it under way – no stress, just great copy.


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