Words to the Wise

So, it’s the end of yet another year of planning, working, writing, editing, testing, blogging, podcasting and all the other fun things I get to do for my clients as well as for my freelance business. Looking back one year ago at this time causes me to see some very notable diferences the past year has made:

- A year ago, I didn’t have a blog. Now, I have two, and another one planned for early 2008.

- A year ago, my home office was half the size of my current office. I even have a window now.

- A year ago, the only presence I had on the web was my website. Today I have the site, the blogs, a social media press room, a social networking presence and much more.

So what happened over the past 365 days? Well, I went for it. I took action. I made the calls, sent the emails, took the chances and completed the projects.

I couldn’t have done it without the help of my loyal clients, friends, mentors and students.

To all of you, I say Happy Holidays and all the best in 2008!

Jason

Ps. If you’re reading this, and you’re not signed up to receive updates in your inbox, I encourage you to sign up so you don’t miss anything in 2008.

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.