What to brief a copywriter so the copy sounds like you

Many copywriting projects stall early because the brief is either too vague or too cluttered. A writer arrives expecting one thing, the client expects another, and three drafts later, the voice still feels off. The most common culprit: the client hasn't clearly said who they are, what matters to them, or how they actually talk. A good copywriter will ask — but if you've thought it through beforehand, you'll save time and get copy that actually sounds like you the first time.

Your job isn't to write the copy yourself; it's to be the honest mirror. A copywriter needs to understand the real you — not the formal version you think a professional should sound like, but the actual words you use when you're explaining your business to a friend. That's the detail that makes the difference between generic marketing copy and words that feel authentic.

What a good copywriter will ask for (and why)

Expect questions about your audience before anything else. Who are they? Not "business owners" but *which* business owners, what problem are they stuck with right now, and what do they already believe about a solution like yours? A copywriter needs specifics because the angle changes everything. Copy aimed at a finance director reads completely differently from copy aimed at a small-business owner, even if the product is identical.

They'll ask for examples of your current messaging — emails, old website copy, social posts, anything you've written recently. They're not looking for what you want to copy; they're listening for your natural voice patterns. Do you use short sentences or long ones? Do you get technical or stay simple? Are you funny, warm, direct, or cautious? Do you say "we believe" or "we know"? These rhythms are everywhere in your existing words, and a copywriter worth hiring will spot them and amplify them rather than replace them.

Don't be surprised if they ask about your competitors' copy too. They're not stealing ideas; they're mapping the noise you're trying to cut through. If everyone in your industry says the same three things, your copywriter needs to know so they can find your actual difference.

Ask what format they want this in. Some copywriters prefer a formal brief document; others prefer a call where they take notes and ask follow-ups. Many use a questionnaire they've refined over years of work. That questionnaire might feel detailed, but it's there because skipping sections leads to later revisions.

What you should prepare to send or discuss

Have your business story clear — not your mission statement, but the actual reason you started this, what frustrates you about the industry, what you've learned from clients. A copywriter will often find your most compelling angle buried in that context.

Gather real customer feedback. Not your favourite testimonial, but actual words from people who've used your service. How do they describe the result? What problem were they trying to solve? Copywriters often quote these phrases directly because they carry credibility that marketing language never can.

Bring examples of copy you admire — from any industry, any context. Maybe it's an email from a brand you love, a website that feels trustworthy, a social post that made you laugh. Show it and say why it landed. This teaches the copywriter your taste without them guessing.

Be ready to say what you don't want. If your industry tends toward hyperbole and you hate it, say so. If corporate jargon makes you cringe, name it. If you've got a phrase you never want to see again, speak up early. A good copywriter will listen for the nos as much as the yeses.

If your website or product has technical details, organize them. Not every feature belongs in copy, but a copywriter needs to understand what's actually true so they can decide what matters to your audience.

The clearer and more honest you are in the onboarding, the faster the process moves and the better the outcome. You're not adding work; you're front-loading clarity so the first draft arrives closer to what you actually need. When you're ready to brief a copywriter properly, Strove can connect you with writers who know to ask the right questions and how to listen to the answers that matter.