The Creative Brief

When an assignment is ready, the copywriter needs a proper creative brief. The creative brief is a template document that provides the critical information the writer must have to complete the job. It should include:

• The working title
• A 2-3 sentence overview of the purpose of the content
• A description of the target audience
• An explanation of what action the reader should take after reading it (specific call/s to action)
• The high-level talking points
• Additional secondary talking points (if applicable)
• Links to supporting research (if applicable)
• Keywords (if applicable)
• Approximate word count

A solid creative brief gives the writer context as well as specific instructions for creating the piece. The test of a good creative brief: if the editor, client, or company leader looks at the finished piece and says, “This is exactly what we wanted!” the creative brief is a smashing success.

Creative brief tip: Listen to the writers

Companies seldom if ever roll out perfect creative brief templates the first time around. However, by listening carefully to questions from the writers after they receive the brief, you will spot weaknesses; that is, things that are not clear.