Basic Copywriting Brief

Handful of pencils

Effective communication is not about what you say but how the person at the other end receives it. Before you start writing make sure that you have an absolutely clear idea of what you are trying to communicate and to whom. Here are some key pieces of information you need to gather. It is by no means definitive, so please take a look and then come back to me with your thoughts and suggestions on best practice.

Contact  details

  • Name
  • Position
  • Organisation
  • Email
  • Phone

Project description

  • Website copy
  • Brochure
  • White paper
  • Case study
  • By-lined feature
  • Other

Scope of the work

  • Research
  • Interview
  • Write
  • Rewrite
  • Edit
  • Subedit
  • Other


  • 1st draft
  • Revision
  • Final copy
  • Approved

About  our business

  • Industry sector
  • Products
  • Services
  • Other


The person responsible for managing and giving final sign-off on the project?

Word count

Estimate word count for each element

Brand values

Insight into the brand

  • Proposition
  • Character
  • Promise

Main competitors

Who are we up against and what do we like and dislike.

  • Provide website urls
  • Highlight best practice

Target audience

The more information about the target audience, the more relevant the communications can be. What are their likes and dislikes, critical issues, and what do we want them to do?

  • Internal
  • External
  • Position
  • Age
  • Gender
  • Business
  • Consumer
  • Socioeconomic class
  • Other


What business need does this communication support?

What do you want this communication to do?

  • Position
  • Inform
  • Build awareness
  • Generate sales
  • Other?

Key messages
What do you want the audience to:

  • Know
  • Feel
  • Do

Tone of Voice

  • Corporate
  • Conversational
  • Snappy sales pitch
  • Quirky
  • Other


  • Samples of work that you like
  • Other key information

So there we have it. What have we missed out. Drop me a line with your suggestions. Thanks.

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