A well-crafted project brief is the foundation of every successful engagement. It aligns expectations, defines deliverables, and saves countless hours of back-and-forth. Yet, getting a client to actually fill it out can feel like pulling teeth. They’re busy, they may not see the value, or they simply keep putting it off. Writing a clear, persuasive email that encourages them to complete the brief—without sounding pushy—is a skill that can dramatically improve your project kickoff process. This step-by-step guide will walk you through exactly how to ask a client for a project brief, including common pitfalls to avoid and ready-to-use templates that get results.
Why a Project Brief Is the Most Important Document You'll Share
A project brief is not just a form—it’s a roadmap. It captures the client’s goals, target audience, key messages, competitors, and practical constraints. Without it, you’re working in the dark, making assumptions that can lead to revisions, scope creep, and frustrated clients. A completed brief saves both sides time and money because it reduces ambiguity and gives your team a clear direction. When you explain this to the client in your request, you shift the focus from “please fill this out” to “this will help us deliver exactly what you want, faster.”
Common Mistakes That Keep Clients From Completing the Brief
Even the most willing client may delay filling out the brief if you make these common mistakes. Avoid them to keep the process smooth:
- Making the brief too long or complex: A 20-page questionnaire is overwhelming. Keep it concise—5 to 10 key questions are usually enough.
- Not explaining the “why” behind each question: Clients may not understand why you need certain information. Briefly explain how each section helps you deliver a better result.
- Using an uneditable format: Sending a PDF that can’t be filled electronically forces them to print and scan. Use a Google Form, Word doc, or an online tool.
- Not setting a clear deadline: Without a specific date, the brief can drift indefinitely. Always state when you need it back.
- Failing to follow up: One email is rarely enough. Send a gentle reminder a few days before the deadline, and another if it passes.
How to Request a Project Brief in 5 Simple Steps
Following a structured approach ensures your email is professional, persuasive, and actionable. Here are five steps to craft the perfect request:
- Start with a thank-you: Acknowledge the client’s trust and the opportunity to work together. This sets a positive tone.
- Explain the purpose of the brief: Briefly state why the brief is critical for the project’s success and how it benefits the client.
- Provide the brief and instructions: Attach the document or link to the form, and explain how to fill it out (e.g., “You can type directly into the document” or “Please answer in bullet points”).
- Give a clear deadline: Specify a date and time by which you need the brief returned, and explain what happens after (e.g., “Once we have the brief, we’ll prepare the first draft of the strategy”).
- Offer assistance: Let them know you’re available to answer questions or hop on a call to clarify any sections.
Email Templates for Every Situation
Below are three templates: a standard request, a gentle follow-up, and a short, direct version. Each includes subject line options and placeholders. Customize the bracketed sections before sending.
Template 1: Standard Request
Subject Line Options:
- Project Brief for [Project Name] – Please Complete
- Getting Started: Your Project Brief
- Action Required: Project Brief
Dear [Client Name],
I hope you’re having a great week. Thank you again for choosing us for [Project Name]—we’re excited to get started!
To ensure we deliver exactly what you need, we’d like to ask you to fill out the attached project brief. This document helps us understand your goals, target audience, and key priorities. It typically takes about [X] minutes to complete and provides the foundation for our entire process.
You can fill it out directly in the attached Word document or via the Google Form link I’ve included below. Please return it by [Date, e.g., Friday, July 30] so we can begin work on [next step] without delay.
If you have any questions or prefer to discuss the brief over a quick call, just let me know. I’m happy to walk through it with you.
Thank you for your time—I look forward to reading your insights.
Best regards,
[Your Full Name]
[Your Title]
[Your Phone Number]Template 2: Gentle Follow-Up Reminder
Subject Line Options:
- Re: Project Brief – Quick Reminder
- Following Up: Your Project Brief for [Project]
- Don’t Forget – Project Brief Due [Date]
Dear [Client Name],
I hope you’re doing well. I’m writing to gently remind you about the project brief for [Project Name], which I sent on [Original Date]. We haven’t received it yet, and we need it to start our work on time.
If you’ve already submitted it, please disregard this message—and thank you! If not, could you please send it over by [New Deadline]? If you need more time or have questions, just let me know. I’m happy to hop on a call to help you fill it out.
We’re eager to move forward, and your input is the crucial first step. Thank you for your attention to this.
Best,
[Your Full Name]
[Your Title]
[Your Phone Number]Template 3: Short & Direct (For Repeat Clients)
Subject Line Options:
- Brief for [Project] – Please Fill Out
- Ready for Your Brief
- Project Kickoff – Need Your Brief
Hi [Client Name],
We’re ready to start on [Project Name]! Could you please fill out the attached brief and return it by [Date]? It should only take about [X] minutes.
If you have any questions, just reply to this email. Thanks!
Best,
[Your Full Name]Checklist for a Smooth Brief Collection
Before you send your request, run through this checklist to maximize the chance of a quick return:
- Is the brief user-friendly? Keep it short, clear, and easy to fill out electronically.
- Did you explain the value? Clients are more likely to complete it when they understand how it benefits them.
- Is the deadline realistic? Give at least 2–3 business days for a standard brief.
- Did you offer help? Make it easy for them to ask questions.
- Did you set a clear next step? Let them know what happens after you receive the brief (e.g., “I’ll send you a draft strategy by [date]”).
- Did you send it from a professional email? Ensure your sender address is recognizable.
What If the Client Still Doesn’t Fill It Out?
If you’ve sent the request and a follow-up, and the brief remains outstanding, you may need to take additional steps. Here’s a plan:
- Send a final reminder: A third email with a firmer, but still polite, tone. Mention that you cannot proceed without the brief.
- Make a phone call: A brief call can often break the impasse. Ask if they have any questions and offer to fill it out together.
- Offer to fill it out over the phone: If they’re too busy, schedule a 15-minute call where you ask the questions and fill in their answers live.
- Consider a partial start: If the delay is critical, you might start with the information you have and ask for the rest later, but this should be a last resort.
- Reassess the engagement: If the client consistently ignores your requests, it may be a sign of lack of engagement. Have an honest conversation about their commitment.
Frequently Asked Questions
Q: How long should a project brief be?
A: Ideally, keep it to one to two pages, with 5–10 key questions. Longer briefs can overwhelm clients and lead to delays. Focus on what you truly need to know to start the project.
Q: What if the client doesn’t know some answers?
A: That’s common. Encourage them to provide their best guess or note where they need input from others. You can help refine the brief during a kickoff call.
Q: Should I require the brief before we start work?
A: Absolutely. A completed brief is your safeguard against scope creep and misinterpretation. Make it a non-negotiable part of your onboarding process.
Q: Can I send the brief as a Google Form instead of a Word document?
A: Yes, and it’s often better. Google Forms automatically collect responses and are easy for clients to fill out on any device. Just make sure the link is accessible.
Q: How can I follow up without sounding annoying?
A: Use a friendly tone, acknowledge they may be busy, and emphasize that you’re following up to help them, not to pressure them. Always offer assistance.