How to Write a Brief for an Author

The Anatomy of a High-Performing Brief

Many clients make the mistake of providing a one-sentence request: "I need a page about my services." For a professional editorial team, this is insufficient. A complete brief should define the "Who, What, Why, and How." When we handle website copywriting, we look for specific anchors that allow us to mirror your brand voice perfectly.

In the Montreal market, where bilingualism and cultural nuance are critical, a brief must also specify the intended cultural context. A text written for a local Quebec audience differs significantly from one aimed at the broader North American market, even if both are in English.

Defining Your Target Audience

Do not simply state "everyone" or "small business owners." Be surgical. Describe your ideal reader's pain points, their professional level, and their goals. Are you speaking to a CEO who wants high-level ROI, or a technical manager who needs to know the specific specifications of your service?

Specify the "Current State" (the problem the reader has) and the "Desired State" (how your service solves it). This allows the author to build a narrative arc that resonates emotionally and logically with the reader.

Setting the Tone and Voice

Voice is the personality of your brand; tone is the emotional inflection of a specific piece of content. Your voice might be "authoritative and sophisticated," but the tone of a blog post should be "helpful and inviting," while a legal disclaimer remains "formal and precise."

To help your author, provide 2-3 adjectives that describe your brand and, more importantly, 2-3 adjectives that describe what your brand is NOT. For example: "We are professional but not stiff; innovative but not experimental."

Core Objectives and Call to Action (CTA)

Every piece of professional content must have a purpose. If a reader finishes your article and doesn't know what to do next, the content has failed. Define your primary goal: is it to book a consultation, download a whitepaper, or simply increase brand awareness?

Your CTA should be explicit. Instead of "Contact us," try "Schedule your free 15-minute audit." Clear instructions in the brief lead to clear conversion paths in the text.

Handling Technical Data and Sources

Authors are experts in language, but you are the expert in your business. Do not expect the writer to guess your pricing models or internal processes. Provide a "Fact Sheet" or a list of internal documents. If there are competitors you admire—or those you want to distance yourself from—include links to their content.

Mention any specific Montreal-based references or industry standards that must be cited. This prevents the text from feeling generic and anchors it in your local reality.

The Review and Feedback Loop

A brief is a living document. Once the first draft is delivered, your feedback should refer back to the original brief. If the author missed a point, check if it was clearly stated in the brief. If the tone is off, refine the voice descriptors for the next round.

Remember that the quality of the input directly determines the quality of the output. If you are unsure how to value your content or how complexity affects the final quote, read our guide on content pricing factors.

Common Briefing Mistakes to Avoid

The most frequent error is the "Invisible Brief," where instructions are given via multiple fragmented emails or oral conversations. Always centralize your requirements in one document. This creates a "single source of truth" that both the client and the editorial team can reference.

Another mistake is over-constraining the author. Give them the goals and the boundaries, but allow them the professional freedom to structure the argument. Their expertise in content strategy is why you hired them.