Giving a Good Creative Brief
For your advertising to be successful your message must communicate one concise idea. If you want your brand to be famous, you have to decide what it is you want to be famous for. You should attempt to provide the radio station with a one-sentence-brief that communicates exactly what it is you want to be known for. This makes it easier for the radio station to make a more creative framework that will ensure your business stands out.
Can you answer this question without the words and/or in the answer?
What is the one thing you want to tell them?
If you need some inspiration to identify your one thing utilise the questions below.
What do you believe?
When you first launched your business, you must have done so believing that your way of doing things was better than the current solutions. What do you think defines your way?
What is the gap?
When you review your competitors’ strengths- what do you feel is the aspect none of them does as well as you do?
What do customers really want?
When it comes down to it, what do customers really want when dealing in your industry? Is that what you do well?
What do customers hate?
When customers come to you complaining about the poor experience they’ve had with your competitors, is there a consistent theme of frustrations? Are you the opposite of what they are complaining about?
Remember
Any advertising will lift your brands’ profile, make you better known and be chosen more often. But it’s advertising that showcases an aspect of a business that works best.
Advertising is no longer about communicating information; advertising has to appeal to our subconscious because that is where 95% of our purchase decisions are made.
Advertising is entirely about evoking emotion, ads that entertain are infinitely more successful at getting a business chosen. But don’t you worry about that- you focus on determining what is it exactly that you want to be famous for – the radio station will then convert that one thing into an entertaining commercial.