The following template is useful for concentrating on the essential information for your commissioned text and will help you in writing the briefing in the form of bullet points.
Article topic:
Text type:
Category:
Word count:
Deadline:
Content:
Structure:
Media:
Style:
Target audience:
Take the following order as an example. The writer should write an article comparing the best dating apps. SEO analysis has shown that a “Top 10” format makes sense. We think that one screenshot of each app offers the reader added value and in our research, we found that gender ratio and pricing models are very important in dating apps, so we want to highlight this information. The following editor briefing has been made according to these specs using the above template:
Article topic: Top 10 Dating Apps
Text type: Guide, Top 10 List
Category: Apps, Lifestyle
Word count: 3,000 – 5,000
Deadline: April 30,.2018
Content: Compare the best dating apps and present them one by one in countdown form, sorted by quality. It is up to you to select the top 10.
Please refer to the following points in the individual apps: price model, gender ratio, method, match making, and personal profile.
Please also briefly specify the compatible operating systems for each app and whether there is a desktop or web app.
You are also welcome to address regional differences (for example, certain apps seem to be more popular in some cities than others).
Structure: H1: “Top 10 Dating Apps.” Use a subheading for each app with the name of the respective app. Please summarize with a table showing the comparison criteria at the end of the article.
Media: Include a screenshot of each app, please.
Style: Casual and conversational. Addressing the reader is ok.
Target audience: Under 30s
Copywriter briefings are commonly written in bullet point lists like these; however, briefings in continuous text are still quite popular. The advantage of these is that they feel more personal than just a list of important points. Depending on the number of specifications, a continuous text also makes more sense, e.g. if the author has a lot of flexibility and fewer fixed parameters need to be communicated.
Dear writer,
Please create an article on the topic of dating apps, presenting the 10 best dating apps in a top 10 countdown (ending with first place). The selection and evaluation of the apps is up to you. The overriding question is: What is the best dating app?
The question of cost is paramount to many readers. Are the apps still effective if you don't want to spend money? How expensive are the paid versions? In addition, there are often regional differences, as some apps are more popular in certain cities than in others – please address this. It would also be nice if you could describe the three main features with screenshots. Dating apps often differ in their user experience depending on gender – you are welcome to discuss this.
Because our target audience is mainly young people under 30 years of age, the tone should be appropriately relaxed. You are welcome to address the reader and assume that he or she is single.
At the end of the article, please summarize with a table in which you can quickly compare the cost of each app.
We need the article by April 30. It should be about 3,000 words. The following keywords appear most frequently in searches, so should be included: “dating apps,” “the best dating apps,” and “apps for singles.”
We hope you find all the information you need for a successful article. If there is anything that is not clear in the briefing, don’t hesitate to ask.
All the best,
John Public
Text Commissioning Co., Inc.