How to Write a Copywriting Brief That Gets Better First Drafts

A copywriting brief is a document that gives a copywriter, or an AI tool, everything needed to write effective copy: who the audience is, what the copy must achieve, what to say, what proof exists and what constraints apply. A strong brief is the single biggest factor in how good the first draft will be. A weak brief, such as “write a homepage for our cleaning company, make it sound professional”, almost guarantees generic copy and multiple rounds of revisions.

What to include

1. Project basics

What is being written: a homepage, a landing page, an email sequence, ads. Where it will appear, approximate length, deadline and who approves it.

2. Goal

What should the reader do after reading? Book a call, request a quote, start a trial, buy. One primary goal is clearer than several.

3. Audience

Who is the reader, specifically? Include job role or customer type, situation, what they already know, what they want, and what worries them. If there are several audiences, say which is the priority. Real customer research, such as interview quotes, review excerpts and common questions, is far more useful than a demographic description. See our guide to voice-of-customer research.

4. Traffic source and awareness

How will people arrive? From Google search, an ad, an email or a referral? What do they already know when they land? This affects how much explanation the copy needs.

5. Offer

Exactly what is being offered, including price or pricing structure, what is included, terms and any guarantees.

6. Key message and differentiation

The single most important thing the reader should understand, and why the business is a better choice than alternatives. If you have a messaging hierarchy or positioning statement, include it.

7. Objections

The main reasons people hesitate, and how the business addresses them.

8. Proof

Available testimonials, case studies, reviews, numbers, credentials and examples, with permission details. Note what cannot be claimed.

9. Brand voice

Voice guidelines, examples of copy that sounds right, words to use and avoid. See our guide on brand voice.

10. SEO requirements

For web pages, the primary topic or keyword, related questions to answer and any internal links needed. Keep SEO notes focused on intent rather than keyword density.

11. Constraints

Legal or regulatory rules, claims that need approval, competitor names to avoid, design limitations, character limits.

12. References

Existing pages, competitor examples, past copy that worked or did not, and any relevant analytics.

Tips for writing a good brief

• Be specific. “Small business owners” is weaker than “owners of 5 to 20 person trade businesses who currently handle quoting themselves”.
• Include raw material. Real quotes from customers and sales notes help more than summaries.
• Prioritise. If everything is important, nothing is. Rank messages and objections.
• Say what success looks like and how it will be measured.
• Involve sales or customer-facing staff, who know what buyers ask.

Briefing AI tools

The same brief structure works for AI writing tools. Breaking the brief into sections and asking for one section at a time, with relevant research attached, produces better results than a single long prompt. Store approved voice examples and messaging in the tool’s saved instructions so they apply every time. Our guide to an AI copywriting workflow covers this.

A simple brief template

1. Deliverable, length, deadline, approver.
2. Goal and primary call to action.
3. Audience, situation and awareness level.
4. Traffic source.
5. Offer details.
6. Core message and differentiators.
7. Top three objections and responses.
8. Available proof.
9. Voice notes and examples.
10. SEO notes.
11. Constraints and claims requiring approval.
12. References and links.

Better briefs, better copy

A thorough brief takes an hour or two to write and saves days of revisions. More importantly, it gives the writer the information needed to produce copy that is specific to your business and your buyers.

If you are not sure what your copy should say, our AI conversion copywriting service starts with research and a detailed brief before any writing begins.