A Marketer's Guide to a Crackin' Copywriting Brief
Stumbling across the above Benjamin Franklin quote gave me a great excuse to write about an important, yet frequently overlooked, issue in the copywriting process: the copywriting brief. Besides, I love a theatrical opening. When I meet with a client to prepare for a new project, I ask a lot of questions. Although I love listening to people's stories, my grilling has a purpose: I'm pulling together the bones of a brief. While you may wonder, "Sheez, why all the questions?", t