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brief writing
2 posts
- 06SaturdayDifferent Angle·
For years, I asked content creators for inspiring, relatable, and fluid copy; the outcome was always the same: forced jokes, artificial tone, and exhausting drafts.
The Positive Brief Trap: Why Stating What You Want Ruins the Copy
A great brief doesn't hand the writer an endless open sky; it gives them a minefield map clearly marking the pits to avoid.
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- 01MondayOpening·
For years, I handed writers exhaustive lists of 'must-include' phrases, and every time I received copy that ticked every box but was completely lifeless.
Why 'Positive' Briefs, Not Writers, Are to Blame for Bad Content
After years of vague, bloated briefs leading to bland copy, here is the 'anti-brief' formula: how to eliminate clichés without suffocating creativity.
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