Prepare a writing brief with clear expectations
Short advertising copy, a website and an article series need different work. A useful brief connects reader questions, message and use. Scope, research and approval should let providers quote for the same task.
Define readers, message and purpose
Describe the audience, existing knowledge and what the text should communicate. Information, decision support and a call to action need different structures. Specify the offer, topic and intended publication.
Distinguish new writing, revision and development of a verbal style. Spelling correction and substantial content work are different services.
Identify text types and versions
Specify required texts and their use. Length, space and reading situation affect scope. A main version and adapted variations should be identifiable.
| Text type | Scope to specify |
|---|---|
| Website or product | Pages, reader questions and suitable statements |
| Article or report | Topic, depth and research |
| Advertising material | Message, space and variations |
| Newsletter or series | Topics, frequency and recurring elements |
Prepare information and research
Identify available product information, examples and subject experts. Agreed research or interviews can fill gaps. Decide who confirms facts, figures and specialist statements.
A draft can provide a starting point without removing the need to check its claims. An overview is enough for comparison; material exchange can be agreed later.
Adapt tone and language to the audience
Agree form of address, language region, terminology and tone. Clear examples and boundaries help more than a general request for modern copy. Specialist language should suit reader knowledge.
For several languages, distinguish new versions, translation and adaptation. Channels and languages may need different construction. Additional versions belong in the scope.
Plan useful content rather than quantity alone
Web text needs answered reader questions, clear headings and reliable information. Search terms can support topic planning without displacing clarity. A particular word count does not guarantee search positions.
For unwritten text, agree a sensible size band. Short advertising formats may have exact character or space limits. Concepts, editing and adaptation still take work for short copy.
Organise drafts, feedback and delivery
Agree an outline or sample before developing a large series. Identify an approver and consolidate feedback. Factual changes and new assignments should be distinct from agreed revisions.
Specify formats, publication-ready elements and permitted use. Delivery, entering a system and publication are separate tasks. Clarify later adaptation and use of third-party material.
Compare the actual writing work
Compare equivalent texts, variants and research. Hourly, word and project rates can cover different scopes. Revisions, coordination and rights should be explicit.
| Item | What to compare |
|---|---|
| Planning | Message, outline and verbal style |
| Writing | Research, interviews and drafting |
| Revisions | Included feedback and versions |
| Variations | Languages, channels and summaries |
| Delivery | Formats, permitted use and upkeep |
Frequently asked questions
Must we supply a draft?
No. Existing inputs help, but new content can be part of the work. Describe what is available.
Do we need an exact word count?
A sensible size band is enough initially for new text. Fixed advertising formats need clear space limits.
Is rewriting the same as proofreading?
No. Rewriting can change structure, statements and style. Proofreading addresses language errors within the agreed scope.
Are research and interviews included?
Only if agreed. Identify available information, subject experts and open topics.
Do web texts guarantee better search positions?
No amount or wording guarantees a position. Useful content needs to answer actual reader questions.
Who checks specialist statements before publication?
Identify the responsible expert and approval process. Writing, fact checks and publication are coordinated in the project.
