The ProCopywriters Code of Practice states that professionals should “establish clear briefs before commencing work” and “ensure mutual understanding of project requirements.”
The briefing process is where projects succeed or fail. Get it right, and everything that follows is easier.
Briefs defined
A brief is a document that contains all the key details of a copywriting project, including objectives, scope, constraints and success criteria.
A proper brief serves multiple purposes:
It ensures you and the client agree on what you’re creating, who it’s for, and what success looks like.
A clear brief defines the scope of the project – what’s included and what’s not – which can prevent disagreements as the project evolves.
Clear briefs reduce revision cycles. When expectations are clear from the start, you’re more likely to hit the mark first time.
The information in a good brief directly improves copy quality. You can’t write effectively without it.
Every brief should answer these questions:
Use a briefing template
Create a standard briefing template that covers all essential questions. This ensures consistency and prevents you forgetting to ask something important.
How you gather the brief matters as much as what you ask:
A live conversation lets you probe deeper, ask follow-up questions, and pick up on nuances. Record it (with permission) so you can refer back.
Some clients prefer to complete a written brief. This works well for straightforward projects or clients who’ve worked with you before.
Often the best approach: client completes a written brief, then you discuss it together to fill gaps and clarify ambiguities.
Don’t accept vague answers. “Make it engaging” isn’t a brief. Push for specifics: engaging how? For whom? Measured how?
Clear scope prevents disputes and scope creep:
Not “website copy” but “homepage (800 words), 5 service pages (400 words each), about page (600 words).”
If the scope excludes something that might be assumed as part of the package, say so explicitly. Be wary of implied deliverables (things like SEO optimisation, meta data, or formatting).
How many rounds of revisions are included? What constitutes a “round”? What happens if more are needed? Clarify whether minor amendments and factual corrections are considered as revisions.
What do you need from the client, and by when? What happens if they’re late?
If your quote is based on assumptions (e.g., “client will provide all product specifications”), state them clearly.
Get sign-off
Always get written confirmation of scope before starting work. An email saying “Yes, this looks correct” is sufficient. Don’t rely on verbal agreement. Store this confirmation as part of the project documentation.
Watch out for these red flags:
This is a recipe for endless revisions. Push for more clarity: what would “right” look like? Can they show examples?
When multiple people are involved in briefing, you get conflicting requirements. Identify one decision-maker.
If the brief evolves significantly during discussion, pause and reconfirm scope before proceeding.
Sometimes clients don’t have answers to essential questions. Help them figure it out, or flag that you’re making assumptions.
If the brief suggests expectations you can’t meet (timeline, budget, outcomes), address it immediately. Don’t hope it will work out.
The brief isn’t just to get the project started; it’s a map you should consult as the project develops.
Keep the brief open while you write. It’s easy to drift from the objective. The brief keeps you on track.
When feedback comes in, check it against the brief. Is this a valid correction, or a change of direction?
If there’s disagreement about what was agreed, the brief is your evidence. This is why documentation matters.
At the end of the project, did you achieve what the brief set out? If the goals were clear, success is measurable.
A thorough briefing process is the single most effective way to ensure project success. Take the time to understand what’s really needed, document it clearly, and get sign-off before you start.
The brief is your roadmap. Without one, you’re guessing. And guessing leads to revisions, disputes, and frustration for everyone.