Imagine pressing the A button on your keyboard repeatedly, but expecting the letter P to appear on the screen.
Impossible, right?
The letter P will only show up when you press the correct button.
This simple analogy applies to work as well—especially in creative fields like copywriting. To get the desired output, the input must be accurate.
As a copywriter, particularly one working in an agency, you’re probably no stranger to 'unique' clients or requesters. You know, the ones with endless demands but no clear direction.
The result? Revisions that never seem to end.
Take this very classic example:
Just kidding. But seriously, it’s frustrating.
Instead of diving in blindly, I’d start asking questions to clarify the brief and save myself from hundreds of revisions.
Because here’s the thing: a copy that works isn’t a 'good' copy.
The term 'good' is entirely subjective and depends on personal taste. What you might find brilliant, your client could dismiss as “not what I imagined”.
That’s why clarity in the brief is non-negotiable.
Why a Clear Brief is Crucial
A clear, detailed brief is the backbone of effective copywriting. Without it, you’re left guessing.
And guesswork doesn’t lead to great ads—it leads to miscommunication, frustration, and wasted time.
Think of it like building a house. If the blueprint only says, “Make it nice,”.
What does that even mean?
Does the client want a minimalist bungalow or a luxurious mansion?
How many rooms?
What style?
Without specifics, the result will rarely meet expectations.
How to Clarify a Vague Brief
When faced with a vague request, take a step back and ask questions like:
Who’s the target audience? This defines who the copy is speaking to.
What’s the primary message? Identify the key takeaway they want the audience to remember.
What’s the tone and style? Should it be formal, casual, playful, or inspiring?
Where will it be used? A social media post requires a different approach than a billboard or video script.
By addressing these questions, you can create a clearer picture of what the client wants and set expectations from the start.
Educate Your Clients
Let’s be honest—clients aren’t always aware of the importance of a clear brief.
That’s where we, as copywriters, come in.
Take the time to educate them about what makes a brief effective and how it impacts the final result.
Show examples of clear vs. vague briefs to help them understand the difference.
Great Copywriting is a Collaboration
At its core, copywriting is more than creativity.
It’s a collaborative process that requires alignment between you and the client. When everyone is on the same page, the magic happens.
So, the next time you receive a vague request, don’t roll your eyes and jump in blindly.
Take a step back, clarify the brief, and set yourself up for success.
Because a solid brief isn’t just a tool—it’s your superpower.