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How To Write A Brief To Get Best Results?
Posted By: caesar_emporium* on 12/25/2004 1:43 PM (CST) 50 Points
How To Write a Brief To Get Best Results From my Providers?
What is the secret to have a brief who can give you the best results ?
When you write a brief for your provider/s , you must have a pattern ?
If that pattern exist, which type is it ?
How can I obtain some examples ?

Posted by: aime* Accepted Answer
12/25/2004 9:15 PM (CST)
Any brief to agency should be just specific, not too broad that they don't know where to start and not too narrow that they lose their creativity. It should be inspiring and give them enough information about target viewers and about your objectives.

Here is what you should have
- Business Objective
- Target group
- Why do you want to have such brief?
- What target group are doing/behaving?
- How do you want to change that?
- How do you convince them to change their minds?
- Other requirement
- Launch date
 
Posted by: Phoenix* Accepted Answer
1/20/2005 11:47 AM (CST)
caesar_emporium,

It's been a long time that your post didn't get any reply. And I hope my answer can tell you when you'd close this question.

There is no pattern of writing an effective brief. What you will get from us is the same as what you can find on google or from search box on the top right of this page. We can give you only guidelines on writing brief.

Marketers here are from different companies with different products. Another person's experience (or you called secret of success) on having a brief may not be useful for another person in different company, different product/service. That's why no one come to answer you.

You've to develop your own know-how to write an effective brief by practicing. No one can show you the real brief sample because it's company's information. How could you expose confidential information to stranger?

So, practicing (working) will show you which technique on having a brief best fit to you. Just remind yourself why we use a brief: We want to spend our time effectively, right? This may be the key you're looking for. Too short and too easy to be a secret of having brief with great results?

Anyway, if your pattern also means "template", try visiting this URL:

http://www.newcastle.edu.au/standards/wp/

Hope this help.

Good luck!
 
Posted by: LittleWhacky Member Response
1/23/2005 6:51 AM (CST)
Hi there

There is a chapter in "Powerwriting," one of my books, that gives some useful advice on how to generate a brief.

I shouldn't really offer to do this (nobody tell my publishers pleeeeeeze.) However, if you want to read the chapter in question let me know - suze @ suzanstmaur.com - and I'll email it to you.

SUZE
 
Posted by: jayne* Accepted Answer
1/23/2005 4:54 PM (CST)
Firstly I congratulate you for asking. I've worked on both sides - client and agency, and it's one of those areas, that a lot of people think they know how to do it, and in fact only about 5 - 10% of people actually do it well. It doesn't need to be a mystery.

One of the best places to start when writing a brief, is to ask the person/agency/company you are writing the brief for, what information they require, and what questions they need answered. Check with them that they have all the information they need, or if they need anything clarified.

Your brief is for them, so tailor it to them. There is no shame in asking what they want, I have always found people to be very appreciative (and relieved) when you ask.

Generally you'll find agencies will take your brief and rewrite it for their own purposes anyway. You'll make your job and their job easier if you follow their template (if they have one).

If they don't, just remember the key goal of the brief is to explain where you are now, and where you want to be. Be clear on your objectives, how you are going to measure the success of the project, who the target audience is, and also something which is quite often forgotten - the approval process.
 
Posted by: Val (Moderator)* Moderator Response
1/26/2005 8:07 PM (CST)
Hello all. I am closing this question, since its more than two weeks old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions.

Thanks, so much, for participating!
Val (Moderator)
 


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