Briefing and Scoping
Key points
- Good copy is built on solid research — garbage in, garbage out
- The best insights often come from talking to real customers
- Competitor research shows you what to do differently, not what to copy
- Document everything — you’ll thank yourself later
What the Code says
The 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.
Why briefing matters
A proper brief serves multiple purposes:
Alignment
It ensures you and the client agree on what you’re creating, who it’s for, and what success looks like.
Protection
A documented brief protects both parties. When scope questions arise, you have something to refer back to.
Efficiency
Clear briefs reduce revision cycles. When expectations are clear from the start, you’re more likely to hit the mark first time.
Quality
The information in a good brief directly improves copy quality. You can’t write effectively without it.
Essential briefing questions
Every brief should answer these questions:
The basics
- What are we creating? (Format, length, deliverables)
- What’s it for? (Purpose, goals, desired action)
- Where will it appear? (Channel, context, placement)
- When is it needed? (Deadlines, milestones)
The audience
- Who is the target audience?
- What do they currently think/feel/do?
- What do we want them to think/feel/do?
- What objections or barriers might they have?
The message
- What’s the single most important message?
- What proof points support it?
- What tone and style is appropriate?
- Are there mandatory inclusions or exclusions?
The context
- What’s the competitive landscape?
- What has been tried before?
- Are there brand or regulatory constraints?
- Who needs to approve this?
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.
Briefing techniques
How you gather the brief matters as much as what you ask:
Briefing calls
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.
Written briefs
Some clients prefer to complete a written brief. This works well for straightforward projects or clients who’ve worked with you before.
Hybrid approach
Often the best approach: client completes a written brief, then you discuss it together to fill gaps and clarify ambiguities.
Follow-up questions
Don’t accept vague answers. “Make it engaging” isn’t a brief. Push for specifics: engaging how? For whom? Measured how?
Defining scope
Clear scope prevents disputes and scope creep:
Be specific about deliverables
Not “website copy” but “homepage (800 words), 5 service pages (400 words each), about page (600 words).”
Define what’s not included
If the scope excludes something that might be assumed included, say so explicitly.
Specify revision rounds
How many rounds of revisions are included? What constitutes a “round”? What happens if more are needed?
Clarify inputs and dependencies
What do you need from the client, and by when? What happens if they’re late?
Document assumptions
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.
Common briefing problems
Watch out for these red flags:
“We’ll know it when we see it”
This is a recipe for endless revisions. Push for more clarity: what would “right” look like? Can they show examples?
Too many stakeholders
When multiple people are involved in briefing, you get conflicting requirements. Identify one decision-maker.
Scope that keeps changing
If the brief evolves significantly during discussion, pause and reconfirm scope before proceeding.
Missing information
Sometimes clients don’t have answers to essential questions. Help them figure it out, or flag that you’re making assumptions.
Unrealistic expectations
If the brief suggests expectations you can’t meet (timeline, budget, outcomes), address it immediately. Don’t hope it will work out.
Using the brief throughout
The brief isn’t just for the start — it guides the whole project:
Reference during writing
Keep the brief open while you write. It’s easy to drift from the objective. The brief keeps you on track.
Guide revisions
When feedback comes in, check it against the brief. Is this a valid correction, or a change of direction?
Resolve disputes
If there’s disagreement about what was agreed, the brief is your evidence. This is why documentation matters.
Measure success
At the end of the project, did you achieve what the brief set out? If the goals were clear, success is measurable.
Summary
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.