1. How to brief a writer

The Startled Moose service is intended to get good work done quickly and with a minimum of fuss. Every writing brief can be narrowed down to basically five core questions:

  1. Who are you talking to?
  2. What do you want them to do?
  3. What are their challenges?
  4. How do you solve them?
  5. How do you want to sound and appear to your audience?

Take a look at the brief I use.

There are of course other things to cover off—overall strategy, sources of background info, deadlines, specific requirements, brand guidelines, etc—but these five are really all that's needed to get going quickly. 

See below for what can result from going down the long and garbled route. (By the way, the first 27 seconds of this video is also basically a crash course in marketing gobbledygook vs plain language.)