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One of the online jobs that are growing pretty fast is copywriting. It has generated millions of jobs and has attracted millions of freelancers from across the globe. That essentially means that a freelancer has to strive to stand out to win a contract.

As for the client, finding a consultant to get the job done might not really be a big issue, although it’d call for some apt hiring skills to pick the right one. However, for the final work to be completed to the client’s expectations, you as a freelancer should spell out the specifications to the best of your understanding - this is where a copywriting brief comes in.

Luckily, a majority of clients that need copies for advertising or other marketing purposes already have an idea of the direction they’d like the copy to take. Whether seeking to get a copy for a brochure, web page or other marketing material, you should make sure that the clients says exactly what he needs so you can prepare a copywriting brief and avail it to the client before the project commences. That’s not to say that things will always be cozy. At times the freelancer has to call-out the client for more essential information.

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To get good quality and a relevant copy, prepare a copywriting brief for the client, capturing the below points and any other information you believe would make the copy richer.

1. What’s the copy to be used for?

If your client is looking for a freelancer to curate the copy for them, make sure it's abundantly clear what it’s to be used on. Is it for a flyer, poster, web page, brochure, or company profile? We all know that different marketing copies are written in different ways and styles based on the usage and that’s what forms the call for the client to reveal the purpose of the content the earliest possible. As a freelancer, you’d consider including copywriting brief sections to guide the client on what information to avail to you.

2. What’s the copy expected to achieve?

While this point is somewhat related to the first one, it goes beyond the mere presentation of the copy on a website or some print material. It touches on the basis of the decision to create the copy and possibly extends to the expected impact of the copy on the reader.

  • Is the copy expected to attract people to make inquiries?
  • Is the copy simply meant to provide additional information about some existing product?
  • Is the copy to be used to introduce a new product?

These are questions that the copywriting brief should answer to make it easier for you to write a copy that gets the job done.

3. The kind of audience the copy is targeting

One of the biggest and most common fails in copywriting is creating a copy that doesn't fit in with the target audience. To avoid such a scenario, you should take advantage of the copywriting brief to provide the client with your understanding of the target audience. This could capture more specific details such as whether the audience consists of experts or not, their social status, their geographical location, and the kind of language that would best appeal to them.

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4. Product or service benefits to be highlighted in the copy

In the copy, the freelancer must outline the advantages that the target audience is expected to earn, be it informational, financial, emotional, or spiritual. We're living at a time when everyone is busy chasing one thing or the other. To get someone to spare even a minute, therefore, means you have to dangle something alluring to them. Anything less is for another day.

5. Underline the authority of the copy to the audience

As a freelancer, you should never accept to make wild claims in a copy without any factual foundation. For every stripe of information you thrust out there to persuade the audience to take some action, ensure that the copywriting brief you prepare contains a valid justification for it. These should also be injected in the copy so that the audience can confidently make a decision as anticipated.

If you send the client an objective copywriting brief, the copywriting experience would be a lot easier and straightforward for you.