A good brief is the difference between a project that takes 5 days and a project that takes 5 weeks. Here's the eight-question template we ask every client to fill in.
The single biggest predictor of how long a copywriting project takes isn't complexity — it's the quality of the brief. A good brief saves us three calls and cuts revision rounds in half. Here's the template we send every new client.
1. What's the one thing this page must do?
One outcome only. "Get them to book a call" or "get them to read the next page" — not "build awareness AND drive signups AND showcase our values." Trying to do everything ends up doing nothing.
2. Who is the reader?
Not a demographic. A specific role and a specific situation. "Heads of marketing at 50–200-person B2B SaaS companies, who've just lost their content writer and are trying to do it themselves for the next quarter." That's usable.
3. What does success look like?
A measurable benchmark. "20% more demo bookings from this page" or "we'd be happy if our existing copy reads 30% shorter without losing the message." If you can't measure it, you can't evaluate the work.
4. What does your brand sound like?
Three adjectives. Three things you're not. One sound-alike brand you admire. If you don't have these, you don't have a brand voice yet — and the copywriter has to make one up, which slows everything.
5. What's the one objection you keep hearing?
This single piece of information shapes the whole page. If everyone says "too expensive", your copy needs price-justification. If they say "we can do this in-house", your copy needs proof you've solved problems they can't. One objection, named.
6. Three competitor pages you envy
Not because we'll copy them. Because they show us what good looks like to you. Be specific: "I like Mailchimp's About page because the team section feels real." Vague references waste everyone's time.
7. What must we not say?
Words, phrases, claims, or topics that are off-limits. Usually because of legal, partnerships, or past brand decisions. Five minutes here saves us a revision round.
8. When do you need this, really?
Not the deadline you've told us. The real one. If the launch is "ideally by month-end but actually fine in three weeks", say so. Honest deadlines lead to better work.
Eight questions. Fifteen minutes to fill in. Saves us three calls, you a fortnight, and both of us a revision round.
