I work with around four new companies each month, in addition to my regular client base. Usually, these new companies contact me with very specific copywriting requirements. This might be some web copy for a new website, or a sales brochure, perhaps a leaflet or even a company handbook.
A few weeks ago I was contacted by an Essex business owner who wanted their newsletter revamped.
Sounds straightforward enough. He was organised and had even created a briefing document for me…"Great stuff", I said.
I opened the briefing document to find…not very much.
According to the business owner the objective was: To create the September newsletter. The tone: Should suit the target audience. The deadline: ASAP.
It’s at this stage I feel I should pause. I’m not unsympathetic to the business owner. He’s busy running his business, and creating a brief for me was probably something he had lingering at the bottom of his to-do list for a few weeks, at least.
We all have something we speed through, on auto-pilot. Like brushing our teeth or loading the dishwasher. Trouble is, auto-pilot usually equals predictable, uninspiring results.
So in this instance I picked up the phone, and spent 20 minutes powering through a more fluid brief directly with the business owner. Starting from scratch. Ditching the jargon and finding a way to tell his story.
Give it a go – blank sheet of paper at the ready! You could even set a stop watch…
Here’s an example:
What? A downloadable PDF brochure for 123 Firm Ltd. It would also be used by the sales team on client visits. It should work with the content on the existing website, but also function as a stand alone piece of literature. Who? The target audience is new new clients who have not heard of us before. We will also use it to support existing client management, helping us to educate them on the wide range of services we offer.When? End of November. Copy deadline mid-September. Design complete by end of October. Brochure print deadline start of November. Website upload end of November.Tone? Approachable and expert. Demonstrate that 123 Firm Ltd is a dynamic, helpful company with a track record of solving clients problems. What do you want customers to think, feel & know after seeing your communications. Think about intangible, emotional benefits.Call to action? Get in touch today – phone, email, online form. How will you measure this result?Special offer? Free consultation and action plan for new clients. No obligation, no cost. And it’s yours to keep and use even if you don’t work with 123 Firm Ltd.Must include? The ‘123 Firm difference’ (bespoke service, 24×7 access, lowest rates). Think about the reasons your target customers are not choosing your business today, and why they are choosing competitor products/ services. What facts should be included to reverse that? Think tangible, rational & compelling.
In my experience the best briefs are just that…brief. However, they are certainly not lacking!
Get in touch to talk about your business communications, I’m sure I can help.
jill@jillwillis.co.uk