What are the most important questions you ask during client briefing?
Starting a new project with a client can feel a bit like tuning up a motorcycle before a long ride. You could just jump on and hope for the best, but checking the tire pressure, the oil, the brakes – that’s what ensures a smooth journey and prevents you from ending up stranded miles from anywhere.
In my experience, skipping the "check-up" phase with a new client – that initial briefing – is asking for trouble down the road.
When I first started, I sometimes felt awkward asking too many questions. Maybe I thought it made me look like I didn't know what I was doing. What actually happened was I ended up guessing, making assumptions, and inevitably, needing major revisions later.
That wastes everyone's time. Now, especially with things changing so fast, getting crystal clear upfront isn't just nice-to-have, it's crucial for survival. Let's be honest, we need to make sure we're delivering exactly what's needed, showing our value beyond just stringing words together.
The Nuts and Bolts: What Are We Actually Building?
First things first, you need the basic blueprints. Don't be afraid to ask:
- What exactly are we creating? Is it a series of blog posts, website copy, snappy social media lines, something else? Knowing the format is fundamental. I once wrote an entire "blog post" that the client actually envisioned as landing page copy – different beast altogether.
- How long should it be, and when's it due? Word counts and deadlines seem obvious, but nail them down. It helps you plan your time and avoids that horrible feeling of rushing or realizing you wrote way too much (or too little).
- What materials do you already have? Ask for their brand guidelines, any past content they liked (or didn't!), marketing stuff, product info – anything that helps you understand their world and maintain consistency. It’s like asking for the owner's manual before working on the bike.
Understanding the Destination: Who Is This For and Why?
Knowing the project basics is like knowing you're building a motorcycle. Now you need to know who is riding it and where they're going.
- Who are we talking to? Get specific about the target audience. Are they tech experts? Busy parents? What keeps them up at night? What problems are they trying to solve? Knowing this shapes everything – your tone, your examples, your focus.
- What's the goal here? Seriously, ask: “What do you want people to DO after reading this?” Buy something? Sign up for a newsletter? Just feel smarter? If you don't know the destination, you can't plot the course.
- How should it sound? Do they have a specific brand voice? Formal? Super casual? Witty? Is there a style guide? Getting this right is key to making the client feel like they wrote it, which is often the point, right?
The Nitty-Gritty: Content Specifics
Okay, you know the what, who, and why. Now for the how.
- Any SEO stuff? Do they need specific keywords included? Any rules about linking to other pages on their site? Meta descriptions? Ask upfront so you're not trying to awkwardly shoehorn keywords in later.
- Pictures, videos, etc.? Will you need to think about where images or videos might go? Sometimes knowing this affects how you structure the piece.
- Who signs off, and how? Understanding the approval process is huge. Is it one person? A committee? How will they give you feedback? Knowing this saves a ton of back-and-forth and frustration.
Keeping the Wheels Turning: Process and Communication
Good communication is the oil that keeps the engine running smoothly.
- How will we talk? Email? Slack? Carrier pigeon? Agree on the best way to communicate.
- Need to talk to experts? Will the client provide people for you to interview, or do you need to find sources yourself? This impacts your time and potentially the project scope.
- Let's talk revisions. Be clear about how many rounds of revisions are included in your price. And, importantly, what happens if they ask for changes beyond the original scope? Having this sorted upfront avoids awkward money conversations later.
The Paperwork: Legal and Money Stuff
Nobody loves this part, but it’s essential. Like insurance for your ride.
- How and when do I get paid? Discuss your rates, when invoices are due, any late fees, and how they prefer to pay. Don't be shy – getting paid is why we do this!
- Got a contract? Make sure things like who owns the final work, confidentiality, and whether you can use it in your portfolio are clear. A simple agreement can save major headaches.
- Am I working only for you right now? Some clients might expect exclusivity. It's good to clarify expectations.
That Little Warning Light: Red Flags
Listen, sometimes you get a vibe. If a client is super vague, doesn't want to provide a brief, or seems resistant to answering these kinds of questions, be cautious. In my experience, those are often the projects that spiral into endless revisions and frustration.
It's okay to politely insist on getting clarity, or even walk away if it feels wrong. You can't help someone who doesn't want to tell you where they need to go.
Taking the time for these questions isn't about adding bureaucracy; it’s about setting yourself, and your client, up for success. It’s how you show your value beyond just writing, becoming a real partner.
It’s how you build trust and avoid those unnecessary bumps in the road.