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A short lesson in how to write a brief.

If you’re a client, the single most important thing you can do to ensure you get the
creative result you want, is to write a good brief.
This is easier said than done.
Most clients, naturally enough, are in deeply involved with their product or service.
And it’s human nature to want to tell the world all about it.
Resist this temptation at all costs.
When sitting down to write your brief, look at it from your consumers’ point of view,
not your own.
Ask yourself these questions. ‘What is the single biggest consumer benefit my company
offers? What real reasons can I give to support this message? Be brief. Don’t write
reams of pages.
Be ruthless. And be honest. Remember you’re trying to persuade people. This is always
easier if you’re telling the truth, rather than making wild assertions.
Do not give creative people the license to write anything they like. The tighter the
brief, the better. Contrary to popular opinion, writers and art directors prefer
knowing exactly what to do.
Absolute freedom is for artists, not those in the business of crafting business
messages.
Finally, if you’ve written a good tight brief, you have something concrete against
which to judge the creative work.
If it does not meet your brief, you’re within your rights to reject the work.
If it does meet the brief and you just don’t like it, you might be in for a fight.

May the better person win.

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