As a copywriter, receiving a vague brief can be one of the most challenging aspects of the job. Without clear direction, crafting compelling copy becomes a guessing game. However, with the right approach, you can turn a blurry brief into a crystal-clear roadmap. Here are some tips for extracting the information you need from your clients from our outsource copywriting services team.

Asking the Right Questions

One of the most effective ways to clarify a brief is through direct communication. While forms can be useful, they often lack the depth needed to fully understand a project. Instead, schedule a meeting with your client or stakeholder. This allows you to ask follow-up questions and pick up on nuances that might be missed in written communication.

During the meeting, focus on open-ended questions that encourage detailed responses:

• What is the main goal of this project?
• Who is the target audience?
• What are the key messages you want to convey?
• Are there any specific elements you want included?
• Can you provide examples of similar work you admire?

Figuring Out the Purpose

Understanding the purpose of the business you’re writing for is crucial. This goes beyond knowing what they sell; it’s about understanding their mission, values and long-term goals. When you grasp the bigger picture, you can align your copy with the company’s overall vision.

To figure out the purpose, delve into these areas:

• Company History: Learn about the company’s origins and evolution.
• Mission Statement: Review the company’s mission statement and core values.
• Brand Voice: Understand the tone and style that the brand uses to communicate.

What is the Hero, What is the Villain?

Every compelling story has a hero and a villain and your copy should too. In the context of business, the hero is often the product or service, while the villain is the problem it solves for the customer.

Identify the hero by asking:

• What is the main benefit of this product/service?
• What makes it unique or superior to competitors?

Identify the villain by exploring:

• What common challenges do customers face that this product/service addresses?
• What frustrations or pain points are being alleviated?

Once you have a detailed brief ready, our outsource copywriting services team can help you deliver on the project.

Take a look at our copywriting services here.