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Did that get your attention? No, we’re not talking about underwear. What we are talking about is the importance of an accurate, concise creative brief. Done correctly, a creative brief can guide the creative process and deliver powerful results. Done incorrectly (or not done at all), the result can create strategic battles that lead to a seriously flawed end product.
Marketers who are charged with leading creative projects should always bless the brief before the creative team spends one nano-second concepting. So when you are creating or evaluating a creative brief make sure you follow these three critical rules…
1) Be hyper-specific about who you are targeting and the action you want them to take. (Okay, technically that is two things, but they go hand in hand. Knowing as much as you can about who you’re targeting allows you to speak their language, appeal to their needs, and inspire them to take action.)
2) Zone in on the single most compelling benefit your product/service delivers that the competition can’t. (Simply put: it’s not all about what you do (features) but how your target benefits from what you do.)
3) What is the single most persuasive message you can deliver to convince your target audience to feel/think/do what you want them to? (Don’t forget, the cancer of marketing is lack of focus and trying to be all things to all people.)
So don’t ignore the brief. The consequences of doing so go beyond strategic struggles. Using these three rules to your benefit will lead you to a creative product that delivers the results you need… and the great success you want.
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