Editorial commission: the brief in brief

The drafting brief is to the writer what an architect’s plan is to the general contractor. “.

I am often surprised that when ordering web writing, clients have not prepared a well-thought-out writing brief and get rid of the problem by saying “you are the pro.

Unless you’re looking for content by the mile, in which case you don’t need a copywriter, the writing brief is essential to the success of a serious project based on written communication.

Without these detailed instructions , it is difficult for a writer to identify with the customer and return an accurate picture of the company.

The web writer needs the context of the content to be defined and the parameters of the project and order to be clear.

The brand, the branding

You have to define the company in all its dimensions.

Often “idealistic” when it is not “poetic” (see the “mission” pages of websites), it must be identified in an exhaustive and realistic way, especially in the case of a call for submissions and/or when you work for a company that you do not know.

You will be able to develop the brand through its identity, values, positioning and competitors. The writer must have all the elements to propose papers that are perfectly suited to the company.

Write in such a way that the brand, the image of the company is positioned on its identity, its values, its market and its competition.

Target Audience (Personae)

A persona (de personae) is the representation of a group of people (often the “consumers” targeted by the communication) whose habits, motivations, goals and behaviors are similar or similar.

They are defined and identified in advertising or marketing to guide the type of discourse to adopt in communication or the way a product is presented.

The writing brief will present the characteristics, needs and perception of the product or company that they are working on.

It will express the perception intended by the communication, blog or press release on order.

This method of identifying target audiences was created by Alan Cooper. Read ” The inmates are running the asylum:[Why high-tech products drive us crazy and how to restore the sanity] ” (1999, Sams Publishing edition)

Problems to be addressed

Communicating via advertising, blogging or social networks is trying to solve a problem…

This issue and the communication objectives must be defined.

• Is it to inform or improve brand awareness?”
• Do you want to launch a new product or boost sales of another product?
• Is it the aim to create a relationship of proximity and lasting identification with customers?

The brief defines the issues, the objectives, the tone of the message and the level of possible promise.

Practical references of the contract

This part sets out the framework in which the writer will work. Avoiding the need to start from a blank page means helping it to integrate the technical, financial and production rhythm constraints. The logistics of the project, the resource persons and the decision-making circuit will also be included, not to mention the optimization for SEO, whether it is local or targeted “SEO Montreal”

• budget, item size,
• Format of deliverables,
• planning and delivery,
• Contact and contact person for validation

A writing brief should be personalized.

Even if the first part of this paper defines essential benchmarks, it is impossible to write this reference document from a standard framework of instructions.

It is because no two companies are ever the same, that a writing brief must be personalized and rewritten.

Example of a writing brief

Totally fictional and written for the occasion, here is a useful writing brief that a writer would like to refer to.

APP Mobile Montreal is a company specializing in the development of mobile applications. It is known for the design and creation of applications with advanced functions for smartphones running Android OS and iOS.

The agency works with individuals and professionals and thus handles projects of different sizes.

Its target is from medium-sized companies to multinationals and start-ups. His image of excellence is an obsession.

Pillars of the corporate strategy:

• A sense of innovation:

Innovate and offer tailor-made and original applications.

• A multidisciplinary team:

The team is made up of senior developers with several years of experience in their respective fields of expertise (Android or iOS application development, UX and UI designer, testers, etc.).

• Extensive expertise:

the company offers quality services and takes into account all the customer’s needs from A to Z, from the design phase to the popularization of the application.

• Versatility is well established:

The company’s versatility allows it to offer its services to different types of customers from all fields of activity: hospitality, photography, social networks, online games, etc.

• Transparency at all levels:

App Mobile designates a project manager for each application to be developed. He will be the interface that will communicate with the client and transmit regular reports on the progress of the project.

Communication tone and personality

“We are a successful and innovative company in the field of mobile applications. We are primarily aimed at professionals in the world of the web, startups and companies that are flagships in their fields of activity.

We also help local individuals and small businesses.

Our goal is to make mobile applications accessible to all, by offering quality services at competitive rates. We also provide our customers with our experience and advice at all stages of the development of their application and even beyond making it available to end users. »

• The reader must be treated with respect both in terms of the vocabulary chosen and the use of “you”.
  The article should inform, guide and advise him as much as possible. You should always take into account that a reader is a potential customer.
• When talking about the company, use the third person singular in the article: “he”. You can also use the company’s brand, or more specifically technical terms like “agency, developers, coders, and experts,” as a topic, while varying their usage.
• Never use a strict tone, but rather a tactful approach that is meant to appeal to the reader.
• Never forget that you are addressing the reader as a professional. A statement will always be considered a truth, so be sure to offer qualitative information.
• Always use indicative mode to communicate relevant information.
• And most importantly, inspire confidence. Readers expect competent professionals who know the world of the app inside out. Subtly assert this position when the opportunity arises, for example by highlighting skills in certain cases.

The target

• We target companies looking for technological solutions to improve their communications and performance.
• Startups that want rapid development,
• Local SMEs and VSEs wishing to improve their visibility and proximity to their customers.

Writing Guide

• Use short titles of about 6 to 10 clear and concise words.
• The article must be at least 1000 words long with a margin of 10%
• Better a longer article than a shorter one.
• Mention sources and hyperlinks to any references to complete the information.
• Articles should be structured with a main title, an introduction (40 to 80 words), paragraph headings, and expanded paragraphs a conclusion opens a door to a related topic.
  Subheadings will be used to emphasize the presence of key terms and to indicate to the reader an orderly plan.
• Use words related to mobile app development to improve the semantics of the article. Don’t hesitate to go into detail and enrich the article with a good vocabulary related to the theme of the mobile application.
• The item should promote the services offered by App Mobile without being too salesy. The goal is to slip the marketing message subtly.
• The article should talk about App Mobile’s expertise in detail. You have to be meticulous and meticulous. The goal is to give the reader the image that we know the field very well.
• To avoid duplicating information, make sure that a sentence is worth a piece of information. Avoid repeating sentences at the risk of being redundant in your words.

Article illustration

We will use photos in light tones and related to the article. Each illustration must be royalty-free and fully usable. You are in charge of verifying the provenance of each image, choosing the best ones and providing the original to the validator.

Prefer landscape prints. Apply a filter to all illustrations to obtain a uniform rendering, especially on cover photos (or featured images).

Avoid “personal” photos that are not of interest to the article, such as family photos, portraits, etc.

Direct your selection towards relevant ” corporate ” photos, we are largely aimed at this professional clientele.

Deadlines and drafting rights

You will deliver one article per week, on Monday before noon and will be ready to make corrections during the morning of Tuesday for publication on Wednesday.

All articles written for our company become its property.

Although mentioned as a writer in the website blog, the author assigns his copyright to the company upon receiving his remuneration.