The big secret to project brief writing!

Hey guys! So I’m guessing if you’re reading this blog that at some point you need to get a brief from your clients and you’re struggling with which questions to ask! Project brief writing can be hard work for sure.

I feel your pain!

I’ve been there with my own clients after 10 years of working in the marketing industry! If you’re here, this also likely means that you’re running your own business or freelancing a certain service. Whether you’re a graphic designer, personal trainer, photographer or even marketing consultant, you understand that the key to delivering a successful service and bringing in your income starts with a super amazing brief.

We’ve all been there

At some point in our careers, most of us know that hot sinking feeling when we produce a proposal to our clients (be it a personal training program, food plan or web design) and we can see they just aren’t connecting with it. We question ourselves, our service and our talent…. But wait! I can tell you that 9 times out of 10 that’s because the brief you took from them simply wasn’t working hard enough. The proposal stage with a client is the bit you seriously don’t want to mess up. We all know it’s make or break time… you could lose your client completely and they look for help elsewhere.

So what’s the answer? 

You need to kick the ass out of that briefing form so that not even the most ambivalent client can send it to the trash. Ok, so allow me to let you in on something… the purpose of a brief and its main questions are the same across ALL industries. Now I can hear you all shouting …

What’s THE SECRET  to project brief writing?

So many of my clients come to me with this very problem. So you are not alone. Basically, you have it backwards. The Big secret is…

The objective of your brief is to uncover your client’s problems.

Seems simple right? Well, most people make the fatal mistake by asking their client what solution/service they want? And that’s the BIGGEST mistake you can make. We can’t make assumptions that our clients know what they need, after all, they’ve come to us for help.

We should be approaching our briefing forms like an investigation, and find out what’s going wrong along with their objectives…

So what’s next?

Whatever project you are working on, whether it’s creating social content, copy or even a new video – bear in mind these points and see if they help! Good luck!


If you’d like to chat some more – I offer a 30-minute free consultation. You can get in touch and book here!

Sarah Seaton