You’ve read about why copywriting briefs matter. You’re convinced they’re not just time-wasting exercises. But now you’re staring at the actual form your SEO copywriter sent you, and it looks like the Spanish Inquisition had a baby with a job application.
“What’s our unique value proposition?” “Describe your ideal customer’s pain points.” “What’s your brand personality in five words or fewer?”
Ugh. Where do you even start?
Don’t panic. Every copywriting brief looks overwhelming at first glance. But once you know what copywriters are really asking for, it becomes much more manageable.
What you’ll find in a copywriting brief
Most SEO copywriting briefs follow a similar pattern. They’re trying to understand three main things about your business: who you serve, what you offer, and how you want to sound.
The questions might be worded differently, but they’re all variations on these core themes.
Questions about your business
These cover what you do, how long you’ve been doing it, and what makes you different. Think of it as explaining your business to someone who’s never heard of your industry.
Questions about your customers
This is where copywriters dig into who you’re trying to reach. Not just demographics, but what drives your customers’ decisions.
Questions about your project
These focus on what you want this specific piece of copy to achieve. Whether it’s a website, blog post, or sales page, copywriters need to know the end goal.
The keyword and search intent questions are crucial for SEO copywriting. We need to know not just what terms people search for, but why they’re searching. Someone looking for “translation services reviews” is in a different mindset than someone searching for “technical translation pricing” or “hire German translator online.”
How to give answers that help
The difference between a useful brief and a waste of time comes down to specificity. Vague answers lead to generic copy. Specific answers lead to copy that converts.
Be specific, not general
Instead of “We provide excellent customer service,” try “We answer support tickets within 2 hours, even on weekends, and our customer satisfaction score is 98%.”
Instead of “We target busy professionals,” explain “We help marketing managers at B2B companies who are drowning in campaign requests and need tools that save time.”
The more specific you can be, the better your copywriter can tailor the messaging to your customers.
Use real examples
When describing your ideal customer, think about your last three clients. What did they have in common? What challenges were they facing? What convinced them to choose you?
Real examples are gold dust for copywriters. They help us understand not just who you serve, but how you serve them.
Include the uncomfortable truths
Don’t just focus on what’s great about your business. Mention the objections customers raise. The complaints you sometimes get. The reasons people might choose competitors.
Good copywriters use this information to address concerns before they become deal-breakers.
Share your natural language
When describing your services, use the same words you’d use when talking to a client. Don’t translate everything into marketing speak.
If you call them “projects,” don’t suddenly start calling them “solutions.” If your customers say “IT problems,” don’t make it “technological challenges.”
Your natural language is often more persuasive than polished marketing copy.
Examples of good vs bad brief answers
Let me show you the difference between helpful and unhelpful responses:
| Question: What problems do you solve for your customers? Bad answer: “We help businesses improve their efficiency and productivity.” Good answer: “We help accounting firms reduce their month-end close from 10 days to 3 days by automating their reconciliation process. Most firms are working late nights and weekends during month-end, and their staff are burnt out.” |
| Question: What makes you different from competitors? Bad answer: “We provide better service and have more experience.” Good answer: “We’re the only local firm that guarantees response times – 2 hours for urgent issues, 24 hours for everything else. Most competitors say they’ll get back to you ‘as soon as possible’ which could mean anything.” |
| Question: Describe your ideal customer. Bad answer: “Small to medium businesses that need our services.” Good answer: “Manufacturing companies with 20-100 employees who are still using spreadsheets for inventory management. They’re growing fast but their current system is causing stock shortages and frustrated customers.” |
See the difference? The good answers give copywriters something concrete to work with.
Who should fill in the brief and how long it takes
This isn’t a job you can delegate to your newest team member. The brief needs input from people who understand your business, your customers, and your goals.
Business owners or senior managers who understand the strategy. Sales team members who talk to prospects daily and know the common questions and objections. Customer service staff who deal with existing customers and understand their ongoing challenges.
Don’t delegate to junior staff who don’t have the full picture. Or external consultants who might not understand your industry nuances. Or multiple people without coordination – you’ll get conflicting answers that confuse rather than clarify.
A proper brief isn’t something you knock out in 20 minutes between meetings. But it’s not a week-long project either.
Block out uninterrupted time. Gather relevant materials beforehand. Take breaks if it’s a long brief. Review and refine your answers before submitting.
What to do when you don’t understand a question
Some brief questions can be confusing. Don’t guess or leave them blank.
Ask for clarification. Good copywriters want you to understand their brief. If a question doesn’t make sense, ask them to explain it differently or provide examples. Many copywriters are happy to hop on a quick call to walk you through the brief if you’re struggling with it.
Skip what you genuinely don’t know. If you can’t answer a question, it’s better to leave it blank and discuss it with your copywriter than to make something up.
Use plain English. You don’t need to sound like a marketing textbook. Answer questions in your own words, the way you’d explain your business to a friend.
Common mistakes that mess up briefs
Even well-intentioned business owners make mistakes that can derail their copywriting projects:
Trying to sound impressive
Don’t exaggerate your achievements or use inflated language. “Industry-leading” and “cutting-edge” are meaningless unless you can back them up.
Focusing only on features
Don’t just list what you do – explain why it matters to your customers. “We use cloud-based software” is a feature. “You can access your data from anywhere, even during emergencies” is a benefit.
Ignoring the competition
Some businesses claim they “don’t have competitors” or refuse to discuss them. This is unrealistic and unhelpful. Every business has competition, even if it’s indirect.
Being too internal
Avoid internal jargon and processes that customers don’t care about. Your copywriter needs to understand your business from your customers’ perspective, not your internal operations.
Your brief, your results
A thoughtful brief is the foundation of copy that converts. It’s worth taking the time to get it right.
Yes, it requires effort. Yes, some questions make you think harder about your business than you have in months. But that’s exactly why it’s valuable.
The business owners who invest time in detailed briefs get copy that sounds like them, speaks to their customers, and drives results. The ones who rush through it or delegate it to someone who doesn’t understand the business get generic copy that could apply to anyone.
Still tempted to skip the brief or rush through it? Why you’re avoiding the brief covers a few of the excuses I hear and why they’re costing you money.
Ready to get your brief sorted? You know where I am
