Writing Creative Briefs

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Tell the creative team in plain language what really sets you apart and what it means to the target audience.

Arming them with both sides of the offer’s equation helps yield a compelling concept.

She needs a checking account with a set of simple tools that can help her quickly and easily wrangle her financial responsibilities.”The primary target will be segments of our customer database: male and female, 20 to 35 years old, with at least one Citibank credit card.

The target will be approximately 70% married, with combined HH incomes of $85k on average. It helps to break down your offer into features and benefits.

Here’s your comprehensive guideline to crafting creative briefs that get results.

The key question you want to answer: “What is the primary problem we are trying to solve? If you can’t phrase your objective in one or two sentences, your project will suffer.

So in this section of your creative brief, you need to spell out exactly what the next step the target audience should take. Focus on how your products save people time and money, and how you make people’s lives easier.

After interacting with your marketing message, what do you want them to do? Don’t use meaningless descriptions, cautions Aquent, a creative talent agency. innovative, state-of-the-art, etc, etc.) to describe the offer.

Tip: Don’t saddle your projects with too many objectives. You don’t want to just “increase loans.” What you really want to do is: Now that is an objective — a clear, realistic, measureable, obtainable and specific target.

Pick the single, biggest issue and make that your goal. Always remember: the purpose of the creative brief is to provide clarity and direction. It strips out all subjectivity from the project by keeping everyone focused on a common goal.

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