The importance of a good client brief

Whether you’re a copywriter, designer or event planner, receiving a good brief
from your client is essential in delivering the best possible job for them.

Confusion often occurs when a poor brief is given at the start of a project. Valuable time can
be wasted because the work parameters weren’t agreed upon from the outset or you weren’t
clear on your client’s objectives. This inevitably has a negative impact on both the end result
and the relationship with your client.

The quality of briefs you receive from clients can vary dramatically, from a thorough and well-
thought out brief to little or no brief at all!

If it’s the latter, it’s vital to get on the front foot. You need to be able to send the client a pre-
prepared briefing template to obtain the information required. You can include whatever
questions you like, however there are some key ones that will uncover the right information,
such as:

• What is the product or service we’re selling?
• What are your objectives for this ad/project/event?
• Who is your target market?
• What are the features of your product or service?
• How do these features benefit the consumer?
• What is the main message you want to get across?
• What tone of voice would you like to use for the copy?
• Who are your competitors?
• What do you want the person to do – Go to your website? Phone? Visit in store?

By asking your client to answer these key questions, you’ll obtain a great overall picture of
what they’re trying to achieve. And in the end, it’ll make things a whole lot easier when it
comes to producing the work.

So next time you feel like you don’t have the right information to start a job, send a briefing
template through to the client. Explain to them the importance of a good brief and if they’re a
good client, they’ll be sure to provide you with all the details you need.

Steve Manning is a freelance copywriter who works with businesses and agencies to create
compelling copy for websites, brochures, print ads, direct mail, newsletters and more.

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