So, I’ve been meaning to blog about this for ages… you know what it’s like.

The issue? Briefs. I’ll keep it… brief.

It’s simple. The better the brief ,the better the work. In any industry. Especially in the behavioural modification industry.

I’ve spoken to several copywriters recently who don’t even use a briefing document. Now what’s all that about? You can’t busk it. You can’t make it up as you go along. Great work demands an understanding as broad as it is deep. The only way you achieve that is by asking the right questions.

Questions so searching that on occasions my clients won’t find the energy or the wit to complete the form.  “Just sprinkle some f***g fairy dust on it,“ they’ll tell me in their best Reg Presley burrs. So I do. But it’s their company, their audience, their products, their loss.

Most of the time though the process is a magically rewarding experience for all concerned. Clients taking a step back and considering their product, their services, and their clients through travellers’ eyes. Fresh perspectives. Revealing perspectives. Definition. Differentiation. The Hall and Oates, The Burke and Hare of marketing.

A detailed brief is a beautiful thing.

What should it consist of? The questions? Whatever you want. Whatever it takes to blaze that light straight into the eyes of the challenge and extract a full confession. Ideally you’ll be able to do it in person.

The UK Copywriting briefing form? It’s a compilation of the best bits from a number that I found online including inspiration from Sarah Turner, Copywritematters and Alastaire Allday.

Want a copy? Mail me – [email protected] and I’ll send you one.