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Five Fundamentals for Briefing a Freelance Copywriter

by: tiffanydiyh on Date: Sat, 23 Oct 2010 Time: 10:27 PM

If you have found a good freelance copywriter, then half the job is done. That is not enough though, to guarantee great results. You need to collaborate effectively with your copywriter to get the best results. Briefing your freelance copywriter effectively is much more likely to enable your copywriter to deliver precise, persuasive and powerful communication.

1. Define the person you are talking to

Think of your audience as one person and try to describe them in as much detail as possible: demographically and psychographically. Who are they? What makes them tick? Your freelance copywriter needs to know this to be able to craft communication that will touch your audience directly to create the desired impact.

2. State the purpose of communication

Spell out in clear terms what you need to convey to the audience and what you want them to do next after they read it. Is it a product launch, or an effort to change an incorrect consumer perception, or a promotion? What do you want the reader to remember? What do you want them to do? Be specific when you brief your freelance copywriter so that they can focus on the best way to achieve your objective.

3. Provide relevant facts and pointers

Help your copywriter get off to a running start. Facts are the real ammunition in developing effective communication. Provide relevant facts about your company, history, products and customers and include pointers or insights about key messages. A conscientious, committed freelance copywriter is never shy of assimilating information because they know that buried in the hard data will be little gems that inspire big ideas. Your copywriter will take your brief and deliver a creative translation of the key message.

4. Spell out the tone you need

Using the wrong tone dilutes your message or creates a discord in the minds of your audience. Don't make your copywriter work in the dark. You know your company and your customers, so when you brief your freelance copywriter make sure to suggest the tone you need. For example do you need friendly, formal, technical, chatty or matter-of-fact? Help your copywriter to ensure that the communication is couched in the right language. A good freelance copywriter will provide feedback and recommendations but it all starts with your brief.

5. Be specific about boundaries

Work with your copywriter to demarcate the essentials: What size is the brochure? Will it be a simple 4-page brochure or an elaborate 16-page corporate booklet? Will it be mostly text or do you need to allow space for lots of large feature images? If it is a video script, how many seconds of voiceover are needed? The best copywriting in the world is ultimately useless if it is too long. A freelance copywriter with skill and imagination can create maximum impact with minimal words. To avoid ending up with a round peg for a square hole you need to set the boundaries when you brief your copywriter.

Arm your freelance copywriter with a good brief, collaborate with them and provide helpful feedback. Do this and your chances of achieving an effective communication piece skyrocket.

About the Author

Allan Spencer-Stewart is a sought after freelance copywriter and Founder and Director of international copywriting and marketing communications agency, Marcom Write. Online, on paper and on message, Marcom Write copywriters and marketing consultants produce copywriting that sells.

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