Question

Topic: Copywriting

Do People Still Use/write Solution Briefs?

Posted by chantelle on 6/20/2019 at 2:52 PM ET 125 Points
I've been tasked with editing a solution brief for how our technology helps a particular industry. Do people still use or write traditional solution briefs? If so, what are some best practices to follow? Is there a better way to position this so people will actually want to read it?

I want to position it as more of an article or downloadable guide, therefore keeping it short but informative. However, another person on my team thinks it should be 4-5 pages, and hard on the facts.

Many thanks - any insight is greatly appreciated!
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  • Posted by mgoodman on 6/20/2019 at 8:30 PM Accepted
    The answer to your question depends on the target audience and the objective of your "solution brief." The "solution brief" goes under other names, and which you use depends on what your target audience generally uses (and responds to).

    I have created white papers and position papers, as well as other forms of content. There are a number of different options for you ... and they all depend on what you're trying to accomplish. No "one size fits all" for solution briefs, I'm afraid.
  • Posted by Jay Hamilton-Roth on 6/21/2019 at 8:44 AM Accepted
    Why not advertise the brief on your website, and see how many people click on it to request a copy (before you write it!)? That will gauge interest and the quality of your copywriting. You could also test (in your copy) different lengths of brief.
  • Posted by Peter (henna gaijin) on 6/21/2019 at 10:03 AM Accepted
    We've recently done a few "market briefs" for a B2B commercial building service client, which talk about how the client's products and services meet certain verticals (sounds similar to what you are diong). These were published as PDFs and are about 8 pages long, but not stuffed full of hard facts and do include graphics. Kind of like a less techy version of a white paper.
  • Posted by Shelley Ryan on 7/8/2019 at 3:21 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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