The Brief

The Copywriter needs to be briefed about the product or service, and about the job to be done. The following is a guide to what might normally be included in such a brief, under three broad categories of information:

1. The Structure of the Job
   • Format - digital or printed medium - web page content, leaflet, advertisement, letter, etc
   • Size - number of pages or words, size of ad space, etc
   • Deadline - date for job to be done by.
2. The Aim of the Job
   • Motive - the reason for the work at this time - for example, the product is new or changed, or a response to publicity or competiton is required, etc
   • Target - who the work is aimed at, whose attention should it attract.
   • Outcome - what the work should achieve - for example, giving information, creating brand awareness, prompting feedback, etc.
   • Tone - is the work to be informative, friendly, serious, etc?
3. The Context of the Job
   • Background - any existing literature for the product or service, and any new information, such as reports, market research, reviews, etc.
   • Changes - any changes that have been made to the product or service, any new features, or any new benefits to the customer.
   • Competition - any relevant details about competing products or services.

Completion

Copyright of the work will be transferred to you once the final payment for it is made.