Why I don’t use a copywriting brief – and what I do instead

If you’ve ever hired a writer and then been asked to fill out a 10-page copywriting brief, you’ll know: it feels like homework.

I’ve been writing for clients for over 5 years as a freelancer. And in that time, hardly anyone I’ve ever worked with (except a few super organised business owners) delivered a great brief to me. 

And I don’t blame business owners like you looking to get copywriting support. You don’t want to figure out all the ‘writing stuff’ – that’s why you hired people like us to begin with. 

Back in the early days, I didn’t push back. I used what I had and hoped for the best.

But what I got was:

• Unhappy clients (because I hadn’t read their minds)
• An unhappy me (because I can’t write successfully without context)
• Confusion about scope and expectations

So, instead of accepting a one-sentence document with a link to a competitor as a brief (true story – it didn’t end well), I stopped relying on copywriting briefs and created my own process.

The problems with copywriting briefs 

In theory, a copywriting brief is helpful. It should give the writer everything they need to do a brilliant job.

In reality? That’s rarely how it plays out. Here’s what I’ve found:

1. Briefs are overwhelming

Most people start with good intentions, then trail off halfway through. This leads to patchy info that raises more questions than it answers.

2. People think they need all the answers 

Clients come to me because they need help figuring out what to say. A brief makes them feel like they should already know, so they either guess or get worried about what they’re saying. 

3. Clients are too busy to fill it out properly

Brief request emails get buried, questionnaires go unfinished, and the project stalls before it even starts.

My copywriting kick-off call, explained 

So, what do I do instead of copywriting briefs? 

I decided to remove all written or questionnaire-based briefs from my process (except for my Copy Polish service, which is a one-off consultation) and replace them with a non-negotiable detailed kick-off call. 

Here’s why it works: It’s way easier to answer questions in a conversation than to write them all down in a form. We go deeper, faster, and you feel supported, not confused.

These calls last anywhere from 60 to 90 minutes, depending on the complexity of the project. If your business is simple and focused, we’ll move through things quickly. If you’ve got multiple services or a layered brand story, we take the time to get it right.

Either way, it’s relaxed, structured, and designed to pull out the gold.

Questions I ask new copywriting clients 

I always say: I will ask a lot of questions. Not in a scary way, but in a ‘wow, no one’s ever asked me that’ kind of way.

I joke that it might feel like an interrogation, but it’s all for the right reasons…

We’ll discuss things like: 

• Your business and how it’s evolved
• Your goals and what success looks like
• Who your ideal clients are and what they need
• What sets you apart (even if you can’t see it yet)
• Your offers, pricing, process, and approach
• What you want your copy to feel like

I also listen for tone, phrasing, and stories that bring your message to life. This isn’t just research, it’s where the magic starts.

You don’t need to prepare for the call 

Worried you won’t know what to say? You don’t need to prep a thing.

I usually open with something like:

‘Tell me where you’re at with your business, and where you’d like to get to’

Or:

‘How did you get into business, and why do you love it?’

These questions usually open the floodgates. You talk, I guide, and together we find out what your copy needs to do.

But if you are curious to know what I’ll ask, I have a blog post about my client questionnaire questions (which I’ve now updated to reflect my new process), so check that out.

How I confirm the details (AKA: My version of a copywriting brief)

While I don’t ask clients to fill out a traditional copywriting brief, that doesn’t mean the project details are left up in the air.

At the end of our kick-off call, I always summarise what I’ve heard to make sure we’re on the same page. I’ll reflect back your goals, the direction I think the copy needs to take, and any important context that’s come up in the conversation.

It’s my way of saying: ‘Here’s what I’m hearing – does this feel right to you?’

From there, I know: 

• The tone of voice we’re aiming for
• Key messages we need to hit
• Any non-negotiables (like specific language or positioning)
• A breakdown of what I’m writing, and what the copy needs to do

You don’t need to write that up for me – I do the heavy lifting. But you’ll always know I’ve understood your vision before I start writing a word.

Ready for messaging that finally sounds like you?

If your current website feels out of date, unclear, or just a little ‘meh’… I can help.

Through my collaborative process, I specialise in writing website copy for service-based businesses that want to feel proud of how they show up. Choose from: done-for-you SEO website copywriting, copy editing, or 121 consultations.

Get in touch – I’d love to hear where you’re at.

Let’s give your potential clients the clarity and confidence to say ‘YOU are who I need’. 😍