What makes a good copywriting brief?

A good brief names the deliverable, the reader, and the single action you want, then arms the writer with USPs, a clear tone, and explicit do and don't rules. Constraints like word count and CTA keep the draft focused and reviewable.

Why include do and don't lists?

Do and don't lists are the fastest way to encode brand voice. They prevent off-tone drafts (such as banned buzzwords or unsupportable claims) and dramatically cut revision rounds because the writer knows the boundaries before they start.

How many USPs should I list?

Three is the sweet spot. Listing every benefit dilutes the message; picking the three most differentiated, provable points gives the writer a clear hierarchy and keeps the copy persuasive instead of exhaustive.

Do I have to add SEO keywords?

No, the keyword field is optional. If the piece needs to rank in search, listing primary and secondary keywords lets the writer weave them in naturally; for purely conversion-focused copy you can leave it blank.

Is my brief saved or uploaded?

No. The tool runs entirely in your browser, stores nothing, and uploads nothing. Use the copy button to put the finished Markdown brief on your clipboard and paste it into your doc or message to the writer.

Copywriting Brief Builder

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Vague briefs produce vague copy and endless edits. This builder turns a short set of inputs into a tight, copy-ready brief that tells the writer exactly what to write, for whom, in what voice, and toward what action.

How it works

The tool gathers the decisions a writer needs and assembles them into structured Markdown. You set the piece type and goal, name the target reader, and list your unique selling points — the provable reasons to choose you. You then define the tone of voice and two short lists, do and don’t, which encode brand rules and banned phrasing.

To keep the draft focused, you add optional SEO keywords, a target word count, and the primary CTA. The output is a clean, headed brief that pastes into any doc or message. Every field maps to a real writing decision, so the writer can produce a first draft that is close to final rather than a starting point for negotiation.

Tips and example

Write the goal as one action (“get the reader to start a free trial”), not a theme. A single CTA per piece converts better than a menu of options.

Use the don’t list aggressively: banning specific buzzwords (“synergy”, “revolutionary”) and unsupportable claims (“works 100% of the time”) saves a review round on its own. For SEO pieces, list one primary keyword and two or three secondary terms rather than a long stuffed list — modern search rewards natural, relevant phrasing over density.