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  • Writer's pictureRyan Gardiner

Great Briefs = Great Marketing - How to Write a Brief

Updated: Sep 19


White men's briefs

Great briefs = great marketing! The quality of your brief dictates the quality of the work you get back! Also known as sh!t out, sh!t in!

Common mistakes in brief writing include:

  • Too long

  • Too complicated

  • Unclear objectives

  • Lack of REAL insight

  • Undefined target audience

So the key to a great brief and making your and everyone else’s life easier is to cut through the hyperbole 😉 and keep it simple enough for your uncle Claude and auntie Maureen to understand it! 👴👵 Start with your objectives: Focus on real-world outcomes, because they’ll drive the metrics your CFO & CEO care about - revenue and profitability! As marketeers we only have three levers to pull:

  • Increase customer volume

  • Increase average order value

  • Increase the frequency your customer shops with you

Second, define the target audience and know them as well as you know your best friend! Survey your customers, find out who they are and:

  • What they think is valuable?

  • Does your product satisfy their needs?

  • What do they really want?

  • Why do they buy from you?

  • What do they dislike about your brand or service?

Third, provide sharp pointed insight! What's the most important thing that connects your brand and product with the customer's need that the brief response needs to address? Fourth, be explicitly clear with your expectations and targets. If your primary objective is customer volume, how many new customers do you want? What deliverables are you expecting to see included? Anything you think I've missed, drop us a message and let us know?

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