Brief Template
A structured project brief that gathers everything you need from a client — their business, audience, objectives, brand voice and key messages — before you start writing.
About this resource
This template turns the briefing conversation into a clear, repeatable document. It prompts clients to share the context, audience insight and success criteria that shape effective copy, so you start every project with the information you need rather than a blank page.
Written in plain, client-friendly language, it's designed to be sent out and completed with minimal hand-holding.
What's included
- Prompts covering the client's business and points of difference
- Target audience, pain points and objections
- Project deliverables, purpose and where the copy will appear
- Success measures and existing copy to reference
- Brand voice, tone and style guidance
- A section for key messages and mandatory inclusions
How to use it
Send the brief to your client at the start of a project, or complete it together on a call. Encourage them to be as specific as possible, and follow up on any gaps before you begin writing.
Keep the completed brief as your reference point for the project and for assessing whether the final copy meets its objectives.
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