How Can You Tackle Challenging Briefs in Writing?
Navigating the complexities of writing doesn't have to be a solo journey. This article demystifies the process of tackling challenging briefs, enriched with expert insights to guide you. Discover strategies that balance depth with accessibility, and learn how to engage both expert and general audiences effectively.
- Simplify Blockchain Security for General Audience
- Clarify Contradicting Remarks Before Writing Begins
- Reframe Goal to Focus on Engagement
- Lean Into Storytelling for Persuasive Copy
- Write for C-Suite and Gatekeepers
- Ask Essential Questions for Clarity
- Balance Depth and Accessibility in Whitepaper
- Create Content for Experts and General Public
- Simplify Advanced Medical Tech for Diverse Audience
Simplify Blockchain Security for General Audience
As a Content Writer at an infographic design company, one particularly challenging brief I received was for a highly technical topic on blockchain security, aimed at a general audience.
The challenge was to simplify complex concepts without losing accuracy while ensuring the infographic remained visually engaging. I started by breaking down the topic into key points and researching extensively to clarify jargon.
Then, I collaborated closely with designers to align the content with visual storytelling, using analogies and real-world examples to make the information more digestible. After multiple revisions and feedback rounds, we successfully created an infographic that was both informative and accessible, striking the right balance between depth and clarity.
Clarify Contradicting Remarks Before Writing Begins
Challenging briefs are common in my trade - particularly when it's a long-form piece of content like a white paper, with input from many interviewees/experts. Most often, I see people 'arguing in the comments', that is, adding suggestions as part of tracked changes and not reaching a final decision on the brief.
When this happens, I have to determine who's in charge. This isn't always obvious - there is the client with the brief in mind, but there could be multiple account managers, compliance teams, third-party experts, etc. I usually approach the account manager I have dealt with in the first place and then ask them to clarify any contradicting remarks. They can then liaise with anybody else involved in the briefing process so that we're all on the same page before the writing begins. This saves a lot of time long-term!
Reframe Goal to Focus on Engagement
One of the toughest briefs I ever received was this: "We need a viral campaign. Make it happen." No specifics, no audience details—just the expectation of instant internet fame. The challenge wasn't just creating great content, but resetting unrealistic expectations while still delivering something impactful.
First, I reframed the goal. Instead of chasing virality (which is unpredictable), I focused on high engagement and meaningful interactions. I asked the client what success looked like beyond just numbers—did they want brand awareness, leads, or industry credibility? That gave me real KPIs to work toward.
Next, I dug deep into the brand's story. Viral content isn't random; it taps into emotions, humor, or controversy. I found an untapped angle in the company's history that was both relatable and shareable, crafting a story that felt natural for their audience to engage with.
To increase the chances of success, I studied past viral posts in their industry. I reverse-engineered what worked—whether it was timing, format, or emotional triggers—and adapted those elements into my campaign. But even the best content doesn't spread without smart distribution, so I seeded it with micro-influencers, engaged LinkedIn groups, and internal brand advocates to give it an initial push.
The post didn't "break the internet," but it achieved three times the usual engagement, sparked industry conversations, and even led to unexpected media coverage. More importantly, the client realized that virality isn't something you order like a product—it's a byproduct of a well-executed, strategic campaign.
Lean Into Storytelling for Persuasive Copy
One of the most challenging briefs I received was for a high-ticket coaching program that had zero online presence and no existing brand authority. The client wanted persuasive copy that would drive conversions, but without testimonials or case studies, building trust was tricky. Instead of focusing on social proof, I leaned into storytelling, deep audience research, and emotional triggers to craft a compelling narrative. I identified the biggest pain points of their target audience and positioned the program as the only solution that addressed those frustrations head-on. I also incorporated authority-building elements like industry insights, expert positioning, and a clear transformation roadmap. The result? The campaign exceeded expectations, generating a solid lead pipeline despite the initial lack of credibility. It reinforced how strong copy and audience psychology can drive conversions, even in tough situations.
Write for C-Suite and Gatekeepers
Anytime I've had to write copy where the target audience is C-Suite professionals, it's been a challenging project. A lot of people are vying for their time, they won't give you a second more attention than they feel they can spare, and often other people are reviewing the copy prior to them even reading it. All of this combined, you have to write to two audiences: 1) the C-suite professional and 2) the person who's filtering what comes across their desk.
I've gotten it down now, but the first couple times I wrote copy for this audience definitely took a lot of brain power and research!
Ask Essential Questions for Clarity
A particularly challenging brief is a brief that has no directions whatsoever. So what you should do in this case is ask the 8 essential questions before starting the task. Here are my 8 clarifying questions for clarity on any writing task: 1- Why This Matters? (Purpose and goals: why are we writing this and what do we want the reader to gain) 2 - What's the Big Idea? (Topic, angle, key message) 3 - Who's the main reader? (Target audience, needs and pain points) 4 - Where's it Going? (Platform or channel) 5 - What's in it for Them? So What? (Reader benefits and takeaways) 6 - What's Next? (Call to action, how should the reader take action next) 7 - Happily Ever After? (Ideal outcome, in an ideal world how can this be better solved? long-term vision) 8 - How to Deliver? (Format, style, tone, range of words)
Balance Depth and Accessibility in Whitepaper
As the Founder and CEO of Zapiy.com, I've worked with countless content teams and have seen my fair share of challenging briefs. One that stands out was a project for a client who wanted a highly technical whitepaper on AI-driven automation-but insisted it be written for a general audience with zero technical background.
The challenge? Striking the right balance between depth and accessibility. If we simplified too much, the paper would lose credibility. If we kept it too technical, the target audience wouldn't engage.
To tackle it, we took a storytelling approach. Instead of diving straight into complex AI models, we started with a relatable pain point-something the audience would connect with immediately. We then introduced AI concepts through real-world examples rather than jargon-heavy explanations.
We also collaborated closely with the client's tech team to ensure accuracy while keeping readability in mind. After multiple drafts and refinements, the final piece was not only well-received but became one of their most downloaded assets.
This experience reinforced the importance of knowing your audience, structuring content for clarity, and collaborating with subject matter experts-three principles I carry into every challenging brief today.
Create Content for Experts and General Public
One of the toughest briefs I got was for a technical product for a niche audience, but the content had to be accessible to both industry experts and general consumers. The challenge was to balance the technical details without overwhelming a non-expert audience while still providing enough substance for the more knowledgeable readers. To solve it, I broke the content down into two levels of detail: one for the general public with simple explanations and analogies, and one for experts with technical specifications and data. I created a clear structure where the general audience would get a broad overview and those looking for more depth could easily access the technical details through links or sidebars. I worked closely with subject matter experts to ensure all technical details were correct and incorporated visuals and case studies to make the content more consumable. By being conversational and using simple language where possible, I was able to create content that worked for both groups. The result was a piece that educated and entertained readers regardless of their technical knowledge.
Simplify Advanced Medical Tech for Diverse Audience
A notably demanding assignment I undertook involved the development of a content strategy for a client operating within a highly specialized and technical sector-advanced medical technology. The challenge was twofold: the target audience comprised individuals who were both specialized and highly educated, while the client sought content that was informative yet accessible to non-experts. To address this, I initially engaged in comprehensive research to gain a deep understanding of the technology and its implications for the industry. Subsequently, I collaborated closely with subject-matter experts within the organization to ensure the accuracy of the content while effectively simplifying complex concepts without compromising the integrity of the message. To enhance engagement, I employed storytelling techniques, illustrating technical ideas through real-world examples and visual aids. The outcome was a series of blog posts and white papers that not only educated the audience but also elevated the client's brand authority. This experience underscored the significance of collaboration, thorough research, and the necessity of balancing complexity with clarity in communication.
