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Copy
Brief

A structured brief for agency copywriting teams. Five titles, answered in order: Overview, Objective, Audience, Deliverables, and Timeline & Risks.

How to use this template

  1. Work through the five titles in order. Complete each one before moving on.
  2. Answer the core questions in full sentences. Write what you know, and flag what is still unknown.
  3. The prompts to pressure-test under each title are optional. Use them to add detail where it helps.
  4. Fill in the space provided, or copy the questions into your own document.

Brief details

Brief title
Internal ref
Brand
Budget
Brief owner
Brief approver
Kick-off date (internal start)
Delivery date

What are you hoping to achieve?

In a sentence or two. The five titles below unpack it.

01Overview

What copy is needed, what prompted it, and the role it plays.

What copy is needed and where will it be used?
What prompted this copy request (campaign, launch, optimisation, compliance, refresh)?
What role does this copy play in the wider activity or journey?

Prompts to pressure-test

  • Is this copy standalone or part of a broader set of messages?
  • Are there any related messages or materials this copy needs to align with?
02Objective

What the copy must achieve, the response it drives, and the barrier it overcomes.

What should this copy achieve for the audience?
What response, action, or understanding should the copy drive?
What problem or barrier is this copy intended to overcome?

Prompts to pressure-test

  • How will you know this copy has done its job?
  • Are there any success measures or signals that matter here?
03Audience

The sensitivities, variants and language constraints the copy must respect.

Are there any sensitivities, regulatory considerations, or language constraints to account for?
Are there multiple audiences or variants that need to be considered?

Prompts to pressure-test

  • Are there any words, topics or tones we should avoid for this audience?
  • Are there any examples of how this audience speaks or writes that could help us match their style?
04Deliverables

What copy outputs are required, where they live, and the constraints they must work within.

What copy outputs are required (for example headlines, body copy, CTAs, scripts)?
Where will this copy live or be activated?
Are there any length, format, or structural constraints we should work within?

Prompts to pressure-test

  • Are variants, adaptations, or localisations required?
  • Are there any existing messages, assets, or references this copy should build from?
05Timeline & Risks

What it must align to, what it depends on, and what could stop it landing as intended.

Are there any moments, approvals, or external factors this copy needs to align with to be effective?
Does this copy rely on other inputs (strategy, legal, creative direction) to work as intended?
Are there any timing sensitivities that shape how ambitious or constrained the copy can be?

Prompts to pressure-test

  • What is the biggest risk to this copy achieving its intended impact?
  • If pressure is applied, what could flex without undermining the core intent?

This template shapes the brief. It cannot score it.

A structure gets the right questions asked. It does not tell you whether the answers hold up. iQ reads the completed brief, scores its clarity, and flags what is still missing or unclear. Weak briefs are caught here, not three weeks into delivery.

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iQ Briefing Template Impossible Question Ltd · impossible-question.com