So where to begin? In this article, you’ll find a skeleton questionnaire that will help organize information about your project. This information will be used to effectively design everything from a simple logo to a hundred-page website and will guide the both the creative team and the client. In my opinion, the real benefit of a creative brief is for the client. The process of writing out the creative brief will help clarify thoughts, identify patterns and polish messaging.

4. Be Mindful of Margins

The white space surrounding a page is the most important element in setting type. On most documents, the margin between the text block and the edge of the page should never be smaller than 0.5 to 0.75 inches. Never try to cram text into a single page by altering the margin. Instead, use another page to fit the text.

5. Use Hyphens Correctly

Hyphens, when used to join words, should only be used to join two words that act as an adjective. For example, in the phrase “I was born in the twentieth century,” twentieth century would not be hyphenated. However, “twentieth-century technology” would be hyphenated. It gives the eye a visual cue for the upcoming noun, and makes reading smoother.

6. Use Quotations Correctly

Quote marks’ primary use is to designate a quotation, as in the following example: Charlie said, “Please give me my ball back.” A secondary use of quote marks is to communicate an allusion to a meaning of a word other than its common usage. For instance, let’s say I type the following phrase: That idea has “wheels.” In this instance, I could put quotes around “wheels” to show that I’m using the word in an atypical way. I’m trying to say that the idea could really work; I’m not trying to say that it literally possesses a set of tires. (Unless, of course, the idea is for a new car, in which case it actually does have wheels. You get the idea.)

However, many people incorrectly use quote marks just to put extra emphasis on a word. They write about their company’s “integrated” solutions, “quick” delivery, or “great” customer service. Quotations should not be used around these words, because the reader understands their meaning. Using quotations sparingly will make for less confusing and more informed copy.

I’ve worked with many talented wordsmiths. The good ones all share 5 distinct traits:

1. Great copywriters excel at organizing information

At face value, this seems like a given. But it goes beyond proper paragraph placement. A good copywriter can boil down complex information into easily-digestible segments. This is especially helpful in the technology or financial markets, where it’s easy to lose your audience with dry and lengthy copy.

A copywriter can provide insight on company structure, too. No, I’m not talking about re-orgs. I’m referring to your company’s brand structure. Corporate branding, when conceived internally, too often reflects the literal rank and file of departments and business segments. While this works for internal organization, it can result in a confusing external brand. With experience in organizing benefits and ideas, along with their keen ability to see the customer’s perspective, copywriters are the perfect advisors for brand structure issues. I rely on them heavily for this exact role.

2. Great copywriters can make benefits crystal clear

You’ve got a list of 10 benefits and copy that you’re ready to take to the streets? A talented copywriter can condense them into 2. And make them ooze with effectiveness. I cannot tell you how many times I’ve seen clients smile after their internal copy is retooled by a great copywriter.