Handling Vague Copywriting Briefs

"Write something for our homepage, make it pop." Every copywriter has received a brief like this. Vague briefs lead to wasted drafts and frustrated clients. The solution is to clarify before writing.

Ask the essential questions

• What is this copy for, and what should happen after someone reads it?
• Who is the audience, and what do they already know?
• What makes the offer different?
• What tone should it have? Are there examples you like?
• What must be included, and what must be avoided?
• Who approves it, and by when?

Fill gaps with research

Look at the client's website, reviews, competitors and sales materials. Often the answers are already there.

Write down your assumptions

Summarise your understanding of the brief in a few lines and ask the client to confirm. This simple step prevents most misunderstandings.

Start with a small sample

Write a headline and opening paragraph, or two short alternative directions, before drafting the full piece. Feedback at this stage is quick and cheap.

Use a template

A standard brief template, completed with the client, makes future projects easier. See our briefing templates.

Agree on revisions

Clarify how many rounds are included and that changes to the brief itself count as new work.

Clear briefs, better copy

oceanone's writers use structured briefing for every content project.