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The document writing instructions you receive from clients may or may not include much information. However, regardless of how detailed your document writing instructions are, the goal is the same: to deliver precisely what the customer requests, thus saving everyone time and hassle.

To be clear, these are not creative writing assignments, and you are not writing a novel (usually). There is no need to show off your extensive vocabulary when all the customer really needs is a concise, informative document. To ensure that you constantly produce content that meets your client’s needs, always pay careful attention to the document writing instructions.

Important Details for Document Writing Instructions

The Audience

The easiest way to sell a product or service is to market it to a specific demographic. This is not to say that companies should only target a single group of people but rather that each individual marketing asset should have a target audience in mind.

The most common way companies will determine whom they will market to is by developing buyer personas for each demographic to whom they wish to sell. They may have one buyer persona, let’s call her Suzie, who is a stay-at-home mother in her mid-30’s and is responsible for all primary health and household decisions. Suzie will be more receptive to messages that address family health than buyer, Tom, who lives alone and needs a good way to de-stress at the end of a grueling work shift.

The same company could easily sell their CBD products to both buyers, but the content that convinces them to make a purchase will be much different. Whereas Suzie may appreciate educational information backed by doctors and research, Tom may prefer information about product flavors and consumption methods. Understanding who the target audience is will help writers develop the content that most closely applies to them.

The Content Goal

It is just as important to understand the content goal as it is to understand the content’s target audience. To be clear, the goal is not always to sell. Sometimes, the goal is to educate, inspire, or simply to make the reader aware.

The goal of content largely depends on where the buyer is in their buyer’s journey. There are three basic stages to the buyer journey – awareness, consideration, and purchase – all of which have different content goals. Your document writing instructions should focus on at least one of these three stages.


The goal of content during the awareness stage of the buyer journey is to make the reader aware of a product, service, or idea. This stage occurs before the buyer has formed an opinion, and usually does not result in many sales. Nevertheless, delivering content during the awareness stage is an important way to build brand trust and create a whole new marketing pool.

Those in the awareness stage of the buyer journey require informative articles that highlight their pain points and discuss possible solutions. Rather than focusing directly on a product or service, this content should offer helpful information and resources with which to investigate further.


Following a successful awareness stage is the consideration stage of the buyer’s journey. In this stage, the reader is aware of a pain point and actively considering ways to address it. Content for the consideration stage should help readers weigh their options and take specific action towards attaining their goals. Consideration-focused content should highlight a specific product or brand. Furthermore, it should explain why they offer the best solution to address the reader’s pain points. Product prices and features are a dominant theme for content that is developed for the consideration phase.


Developing content for the purchase stage of the buyer’s journey is all about grabbing that purchase. This is a delicate stage as it can take one wrong move to convince the target not to buy. Examples include excessive pushiness, poor reviews, overpriced items. No matter how amazing a product is, there is always a concern when spending money.

Document writing instructions for the purchase stage usually includes product descriptions, customer reviews, and transaction path instructions.

The Brand’s Voice

Companies likely work with many different writers and content creators. However, their brand voice or tone should always remain the same. If a brand characterizes itself by a warm, friendly demeanor, they may not purchase content that is cold and dry. Unfortunately, producing content in a tone that does not parallel with a brand’s voice could result in assignment rejection.

The content’s tone must match a brand’s identity to ensure that customers are pleased with the content they receive. The best way to determine brand’s voice or tone is to refer to a company’s website and social media presence. Read blogs, product descriptions, about pages, and follow status updates on their social platforms when possible, too. When in doubt, a quick message through the Cannabis Content messenger can solve any confusion.


Often, the customer will include SEO-focused document writing instructions. Search Engine Optimization (SEO) is a practice of writing, formatting, and organizing content to generate traffic through search engines by improving their rank in search engine results pages (SERPs).

Customers with SEO in mind will usually order content based on specific keywords or phrases. Businesses choose keywords carefully based on trending search terms. However, they may also choose keywords related to their specific product, service, and geographical location. These geo-targeted keywords are perfect for brick-and-mortar businesses that cater to people in their particular area. Moreover, geo-targeted keywords are also easier to rank due to a reduced competition score. For example, more websites may try to rank for the keyword “best Italian restaurant” than for “best Italian restaurant in Denver.”

SEO-focused customers may also ask writers to format the material is a precise manner, often using subheaders and bullets when possible to improve readability for visitors and scanability for web crawlers.

Final Thoughts about Document Writing Instructions

Carefully following your client’s document writing instructions is the most critical part of being a successful cannabis writer. By understanding your client’s needs and content goals, you can deliver top-quality cannabis content every time.

Check out our blog for more cannabis writing tips or contact us to learn more about the Cannabis Content platform.


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