Writing a clear and concise creative brief is important for marketing strategies. Specific and measurable goals, a short length, highlighting the target demographic, and including cost information are key elements to consider. Avoid ambiguous goals and too much detail.
A creative brief is used by marketing departments to create marketing strategies and writing a creative brief can be a challenge, 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 brief should be short, so the writer should write a creative brief that uses as few words as possible. Highlighting the specific demographic can make it easier for the marketing department to tailor advertising to potential buyers. Budgeting is an important issue for marketing departments, so the writer’s brief should clearly define the specific costs of any given strategy.
Often, when someone is writing a creative brief, they add ambiguous goals. For example, someone can write “get more respondents”. While it’s possible to measure an increase in respondents, that doesn’t tell the marketing department how many more respondents will be considered a success. In this case, the marketing department might not know if 10 more respondents would have been successful or if it would have been 100 more. Instead, the writer should create specific goals, such as “increase the percentage of respondents by 35 percent.”
When it comes to writing a creative brief, many writers want to add as much detail as possible to ensure the information is clear. This tends to do the opposite; too much information can be difficult for the marketing department to understand, and the department could mess up goals and strategies due to incorrect wording. It’s usually best if the writer focuses on short sentences that say exactly what is needed and nothing else.
Every product and service has a specific demographic and it can be helpful if the writer highlights this when writing a creative brief. Just like the goals section, this one should be clear and specific. If he or she writes, “adult males” as the demographic, it can be difficult to tailor a product to all males. A better approach might be “high-income male entrepreneurs under the age of 30”. This helps the marketing department create advertisements that target this niche, rather than the department trying to target every male.
Most marketing efforts require money, and the writer, including information on a plan’s costs when 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 cost breakdown may be required if the price is high, but the writer can often simply state the full costs.
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