The Creative Brief
Creative briefs can be long and intricate, and they often take up precious time that could be spent actually creating something. However, there is a place in this world for the creative brief as it does help agencies (and freelancers like myself) better understand the task(s) at hand.
The creative brief typically involves questions. Lots and lots of questions. Now, I don’t always use a creative brief. If I believe that a client and I are on the same page about the scope and goals of the project, then I forge ahead. But when I think a creative brief will clear up some questions and help both me and the client better understand objectives, these are some of the questions I ask:
1. Who are we trying to reach? If you’re a real estate agent, are you trying to reach people selling their homes? Or are you trying to reach people in the Raleigh, NC area who are selling a home worth between $300,000 and $900,000 and has been on the market over 120 days?
2. What’s your objective? Is your objective to simply reach them? Or is your objective to send them to a special landing page on your website that gives them a unique offer and information that is tailored to their situation?
3. What are the obstacles? Does your audience have a belief that precludes them from thinking your product or service is for them? Are you one of a dozen companies sending similar offers?
4. What’s in it for your prospect? Will you solve a problem? Will you save them money? Will you MAKE them money? Will you save them from embarassment?
5. What feeling or personality will your communication take on? Will you be the voice of authority? Will you speak to your prospects’ emotions? Will you be out-and-out human?
6. Is the timing right? Some messages are more effective at certain times of the year. Do your prospects need your service right now? If you send them a message now, will they forget about you when they truly do need you? Can your message be used in more than one medium? For example - can you turn your blog posts into articles that can be distributed via the Internet?
7. How does this project fit in with your overall brand? Will this be one piece of the marketing mix? Are there other agencies working on other parts? For example, if I’m writing web copy, I like to be in touch with the web designer to see how my copy will be laid out in the page.
8. Are there any creative mandatrories? Is there a phrase or paragraph that must be used? An image? A logo?
This is just the start. Often, these questions lead to more answers. Fortunately for me, more questions lead to more answers and a better product in the end.
Tags: , ad agencies, blogging, Clients, Creative brief, creative mandatories, effective marketing, freelance copywriter, marketing communication, objectives, Raleigh NC, real estate, web design, writing web copy