The worst possible brief for the lucky person who has the task of putting your messages down in words, is ambiguity.
Trying to nail the first story, or 1001st, but not being clear what the one key idea is you’re trying to say is dead-on-arrival stuff for a writer.By being clear what it is you’re wanting to achieve through a message such as:
- Web copy
- Blog
- Social media
You have a much greater chance of someone being able to write something memorable.
Your copywriter(s) should be able to illustrate your single point with examples, mini case studies, a quote or two from satisfied customers, or simply a good yarn.
But this is only possible with a clear brief which attempts to achieve one, and only one objective. For that your copywriter will give you a big thanks.
Now, it may indeed be that you have multiple points to make. If you’re writing a white paper which is expected to be lengthy, that’s fine.
But for shorter form stories, make each of these points a separate story.
Not only will you be doing your copywriter a favour…you’ll be doing yourself one.