Tips for writing a clear and effective creative brief include setting specific and measurable goals, using concise language, highlighting specific demographics, and clearly defining costs. Ambiguous objectives should be avoided in favor of specific goals.
A creative brief is used by marketing departments to create marketing strategies, and writing a creative brief can be challenging, although there are some tips that can help. The writer should focus on writing clearly defined and measurable goals that can be used as a success metric. A creative summary should be short; therefore, the writer should write a creative summary that uses as few words as possible. Highlighting specific demographics can make it easier for the marketing department to tailor advertising to potential buyers. Budget is an important issue for marketing departments; therefore, the writer’s writing should clearly define the specific costs of the strategy in question.
Often when someone is writing a creative summary they add ambiguous objectives. For example, someone might write: “get more respondents”. While an increase in respondents can be measured, it doesn’t tell the marketing department how many extra respondents will be considered a success. In this case, the marketing department might not know if 10 more respondents would be successful or if 100 more would be. Instead, the writer should come up with specific goals, such as “increase the respondent rate by 35%”.
When it comes to writing a creative resume, many writers want to add as much detail as possible to ensure the information is clear. It tends to do the opposite; too much information can be difficult for the marketing department to understand, and the department can get in the way of goals and strategies due to poor wording. It is usually best for the writer to focus on short sentences that say exactly what is needed and no more.
Every product and service has a specific demographic, and it can be beneficial if the writer highlights this when writing a creative brief. Just like the goals section, this should be clear and specific. If he or she writes “adult men” as a demographic, it can be difficult to tailor a product to all men. A better approach might be: “high net worth male entrepreneurs under 30”. This helps the marketing department create advertising that can target that niche, rather than the department trying to target all men.
Most marketing efforts require money, and the writer including information about the costs of a plan while writing a creative brief can help managers properly allocate funds to sponsor the project. The writer should write the exact amount, or a close approximation, of the total marketing costs. A breakdown of costs may be required if the price is high, but the writer can usually only state total costs.
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