Creative Brief - free this week
When I first started doing marketing for other companies, it took a long time for me to come up to speed with a new client.
A company would hire me to do a brochure or a mailing piece or a new website, and I would have a huge learning curve ahead of me as I learned what I needed to do a good job.
I would need to learn about their products and services, their target market, their customers, what the issues were in their market, how they were positioned compared to competitors….
It took a lot of my time, and it took a lot of theirs - a lot of phone calls and conversations, digging up information for me to read…
It was time well-spent, because that investment from both of us helped me do a good job for them.
But it was a heavyweight process.
Over the years, I streamlined it…
Through trial and error I learned what were the most critical pieces of information and where I could find them relatively easily.
I also developed forms and templates I could give clients to help us both move through this education process more easily.
Today we use something called About My Company, which I’ve talked about in previous blog posts, and which you can download for free on our website. It has the information you need to provide the people who work for you - in the most stripped-down, simple format that we could come up with.
But if you’re doing serious marketing - if you’re working with an agency or a freelancer who will be doing a lot of work for you, or if you are beginning a big project - you might want to use a longer, more detailed version called a Creative Brief.
The Creative Brief has all the information your marketing team needs to do a good job for you. It asks for information about your company, your target market, your competitive differentiators, your positioning, your goals for the project, deadlines, requirements, preferences, images, what you like and don’t like, and so much more.
This truly is the secret to getting great results when you outsource marketing.
No matter who you have doing work for you, they will do a better job if you provide them with this information.
And this week, our Creative Brief is the free template.
Download it today, fill it out, and you’ll get better results on your next marketing project.
Creative Brief
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