Everything hangs on your messaging and your brand personality. This doesn’t just apply to copywriting.
When I take on a new piece of work I insist on going through the copy brief. Some people are brilliant at it, providing me with exactly the right information, mainly because I ask for exactly the right information. Others aren’t so good, but I still use it as my cue for making sure I cover everything. In PR parlance this is probably called a 360 degree view.
But what a lot of people don’t seem to realise is that the copy brief can apply pretty much everywhere else. Essentially it asks ‘what are you trying to achieve’, ‘who is it for’,’what’s the message’ and ‘what’s the brand personality’. You would ask the same questions if you were a designer. You would ask the same questions if you were creating a website.
I don’t think many people take this on board. An inexperienced client will approach an inexperienced designer saying “We want clean lines and bubbles“, so naturally the designer will produce clean lines and bubbles. Or might say “This won’t take you long to write”, so an inexperienced copywriter is annoyed when it takes three days instead of three hours.
Let’s amplify. Let’s realise that really at the heart of what we do lies exactly the same thing, whether it’s writing, design, PR or advertising. It’s clarification of those four basic principles. It’s the font from which everything flows.
I’m sure I’m over-simplifying here. If only someone would read this blog and tell me.