How to deal with a difficult brief as a writer

Have you ever had 'The Impossible Brief'? Telltale signs include deadlines so precise they're written in nanoseconds and a detailed explanation of what "great" looks like that is so insane the chances of your real-life version hitting the spot are zero.

Every now and then as a writer, the person who will ultimately pay you for your literary genius has a wild idea about a piece of content they'd like. In their head, all of the elements that will make it great are readily available – with a little hard work.

In reality, they're about to give you The Impossible Brief.

I've been on the receiving end of a few impossible briefs in my time. I've probably sent a few out, too.

They're more common in journalism than copywriting, but occasionally I do get one as a copywriter. A client, for example, may ask me to interview one of their customers for a case study, spelling out that they need them to say x, y and z.

When in reality, no customer alive would say any of these things unless being handed a brown bag of used banknotes during the interview.

So what do you do as a writer when a brief comes through that no amount of hard work, good luck, or cash bribes will enable you to deliver?

Here are three options to ponder.

One – the nuclear option

You could always just say no.

I know every freelancer – be they a copywriter, videographer or part-time whippet consultant – has to earn a living, but when you're set up to fail from the get-go, you're probably better off turning down the gig. 

And spending the time on something that will do you more good in the long term.

Here are 5 reasons why you should consider saying no:

1/ You'll have an inkling of how unlikely you are to succeed as soon as you begin. Which means a horrible sense of foreboding from day one – and the crushing feeling that the 20 hours you've put aside for this task will probably be 50.

2/ Your dread will mount in proportion to how far the brief is from reality. You were supposed to find 10 people named Sue from Chester who own a poodle? No amount of sweet-talking will convince whoever commissioned you that two Sues, an Alan and a pair of Lukes from the north-west with a cat is "basically the same."

3/ When you deliver the work, whoever asked you to do it will be disappointed. Worse, their boss will be disappointed, and you'll be marked out as someone who doesn't deliver.

4/ Amends/rewrites/reshoots/requests to try again will almost certainly ensue.

5/ See number 3.

"Any work is better than no work" is not always true.

I'm not talking about being idle; I'm talking about being realistic and putting a true value on your time.

Weigh up the value of the work, subtract the extra hours and the loss of face when you fail to deliver, and think about politely declining instead.

There's usually a far more achievable brief just around the corner.

Number two: the 'push back' option

If saying no isn't an option because you just can't turn the work down, try pushing back.

Let's say the deadline is an issue. Explain that based on similar projects you've completed in the past, the time frame is not realistic. You can often negotiate additional time, but if there's zero wiggle room, ask what else in the brief can be dialled down a bit.

Unless the person asking you to do the work is basically a horned beast with fiery goat feet, they'll probably have a little flexibility you can work with.

Alternatively, suggest more viable alternatives. Start an open discussion about how tricky it may be to deliver exactly what the brief says – and suggest some doable workarounds. The trick is to come across as 'realist' and not 'slacker'.

Ask for help

Confess from the start that even though you would love to take on the brief, you haven't a clue how you can deliver. Explain that, in your humble opinion, some of the expectations are a bit wild. Ask how the person who has commissioned you would go about it.

Two things may happen – first, you may get some awesome ideas that you hadn't thought of; second, the other person may realise how far-fetched their brief is and reel things in.

Show your cards as you go

Sometimes you'll be able to offer an alternative that is easier to pull off – and which will still get your contact's approval. Let's say you've been asked to write an article featuring 5 vicars who will each give you an anonymous confession, but a week in you've only found one. But you've also found a retired RE teacher and a choirmaster.

With a little sweet-talking, you may well be able to get the all-clear for a slightly broader – more achievable – article.

Written by Mike Peake, UK freelance copywriter and website content writer.

E: hello@bymikepeake.com

T: +44 (0)208 133 4306

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Something impossible, yesterday.