A Creative Brief is a piece of magic for staying organized and on target. I often get phone calls from potential customers who are starting a brand new venture or business and have a lot of questions. Usually, they are Christians with a strong desire to serve the Lord in their area of expertise. They may be too busy to write their own website content or to plan their marketing campaign, or they may be uncertain as to what to do next.
A Creative Brief is the best way to unravel the uncertainty when you are first starting out. It answers detailed questions about what you want to do. Answers to these questions result in huge benefits by digging deep and asking the right questions before you embark on an email campaign or even a single web page.
Understanding the What? Why? and Expectation? questions help ensure that your efforts will work!
Here is a creative brief checklist to start you off in the right direction …
- What do you want to do? An email, landing page, case study, etc.
- Why do you want to do this? It may not be just to sell your core product, but have deeper meaning for you. “I want to be the top national manufacturer in my industry.”
- What does the successful project look like to you? Here is where you want to use specifics. Increase sales by 23%. Grow lead list by 10,000 by the end of the year.
- Who is your target audience? Make him or her a single individual so that you really focus on who it is. What does he or she look like? Where does he or she work? Etc.
- What kind of problem is he having that your product or service can solve?
- Why should she buy from you instead of your competitor?
- What do you want them to do when they finish reading your email or web page? (Sign up for a blog or newsletter, get a discount, make an appointment, etc.)
The above short checklist will help you to create the content that works the way you want it to. And using a Creative Brief is a wonderful way to become excited about what you are doing. It helps you to provide a clear path for your readers. It makes things clear in your mind about your purpose and goal. But put it on paper anyway!
I always use a Creative Brief for every project. It helps me understand your mission and expectations for your successful outcome. To learn more, listen to this podcast interview with Pam Foster and Ed Gandia to discover how a Creative Brief works.