We need to talk: the power of a great briefing call

Briefing calls are an important part of the writing process. Without them, we’re unable to convey our clients’ expertise. Nick explains why before writing copy, it's important to have a call.

We need to talk: the power of a great briefing call

Even though we’re specialist B2B tech copywriters, briefing calls are essential to helping us create truly great content. It’s what adds that magic extra 10% that makes amazing content stand out from the crowd.

It’s our opportunity to talk to your experts – the people who live and breathe your story and what you’re selling. And it’s also your chance to provide us with extra nuggets of information we may not have had otherwise.

The result is a piece of copy that reads like the writer is indeed an expert in their field, which means a more interesting read, more captivated readers, and hopefully, more business coming your way.

Briefing calls take time and money. Can I avoid one?

The short answer is yes, of course. In many cases, there’s nothing wrong with writing a piece of copy without having a call first. Indeed, much of our regular work for long-standing clients and campaigns just needs a written brief.

But if you really want your content to be original and add value – especially if it’s a bigger project, or a subject uniquely discussed by your business – a briefing call can make the difference between good and great.

Often, once we start probing on a call, new themes and ideas emerge that maybe wouldn’t have seen the light of day otherwise. And it gives us a fresh, original angle that tells the reader something they didn’t already know, that’ll be of genuine use.

So, what do I (the client) get out of it?

Quite simply, it’s your chance to ensure we’re on the right track, and that we’ve got all those tasty nuggets of information that’ll help the finished piece cut through the noise and be heard.

We love to collaborate closely with our clients – it’s how we read between the lines, and ensure you get the copy back that you envisaged in the first place.

Especially for larger projects or projects with multiple stakeholders, there’s inevitably going to be lots of input which needs addressing. Close collaboration and communication keeps everything on-track.

What does it mean for a long-term relationship?

If we’re talking to you regularly, either on the phone or face-to-face, we’ll almost certainly build up a fantastic working relationship with you.

Simply, we’ll be able to understand the ins and outs of your solutions and how you make your customers’ lives easier. What’s more, our product knowledge will quickly grow, so it’s almost like having an in-house writer in your team.

Over time, briefing becomes quicker. And we become more able to suggest ideas and perspectives of our own to keep your content fresh.

Briefing calls: your ticket to truly well-written copy

If you like the sound of the way we work, take a look at some of our previous client work to see our capabilities.

Further reading…

How to brief a B2B copywriter

The secret to getting some great copy? It isn’t just hiring a great copywriter. It’s giving a great brief.


Nick developed his copywriting skills in retail, e-commerce, and politics, writing for brands like John Lewis, Tesco, and IHG – and even Members of Parliament and the House of Lords. Today, he’s a favourite among our public sector, retail, and cloud computing clients for his ability to translate complex subjects into audience-relevant and reader-friendly content.

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