Marketing – How To Develop A Creative Brief
If you generate advertising or brief it, you’ll appreciate that every advertising and marketing professional needs a simple, speedy approach to pick out the relevant points for a creative brief. However because of time pressures it’s hard to find the time to do this properly. This four question technique may help you deliver content rich, comprehensive creative briefings in minutes.
This practice is based on Cartesian Logic, which is attributed to the French philosopher, Rene Descartes. Think of it as a method that enables you deliver the best solution to a problem by considering all the possibilities connected to that problem.
The fundamental principle of Cartesian Logic involves four questions. By asking these four questions in sequence it is possible to cover all of the possible perspectives required to brief or create compelling, effective advertising.
If you use these four questions to provide a foundation, you are more likely to come up with rounded, inspiring arguments for whatever you’re selling. The resulting advertising is naturally more engaging, stimulating and inspiring.
Question One: Why is buying your product a good idea?
This first question should give you all of the consumer benefits. Use it to come up with as many reasons why buying your product or connecting with your service or Brand is, for your audience, a good idea.
Question Two: Why is NOT buying your product a good idea?
This question provides the key objections. Come up with all the reasons your audience wouldn’t consider your product then spin them and answer them with your advantage. Remember potential customers already know what these are, if you can overcome them you’ll be more persuasive because you’ll be touch with their needs.
Question Three: Why is buying your product NOT a good idea?
This question, is different from question two because it will help you to highlight the flaws in your product (rather than the customer objections) and it may highlight those for whom the product is NOT suitable.
Question Four: Why is NOT buying your product NOT a good idea?
Or, put another way, Why is NOT buying your product a BAD idea? The answer to this question is the consequence of not buying what you’re selling. It highlights the possible consequences if the audience do not take action now.
The right way to use these questions is to write up you own version of them. You can do this by removing the word PRODUCT and insert the name of your product or service. Then remove the phrase GOOD IDEA and insert your unique sales proposition. Then take a few minutes to fully answer these questions, capture as many copy lines as you can and if necessary repeat the exercise again changing the keywords. This process will provide you with the content that makes briefing or creating responsive advertising so much easier and much more profitable.
More marketing tips are featured in a free booklet on market research uk available to all marketing professionals who wish to improve their response rates. Courtesy of espconsultancy.com the marketing research specialists.
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