Advertising - How To Draft A Creative Brief

Advertising - How To Draft A Creative Brief

If you produce advertising or brief it, you'll appreciate that every advertising and marketing professional requires a simple, quick approach to pick out the relevant points for a creative brief. Yet because of time pressures it's hard to find the time to do this properly. This four question technique may help you create content rich, comprehensive creative briefings in minutes.

This method is based on Cartesian Logic, which is attributed to the French philosopher, Rene Descartes. Think of it as an approach that enables you arrive at the best solution to a problem by reviewing all the possibilities connected to that problem.

The underlying principle of Cartesian Logic involves four questions. By using these four questions in sequence it is possible to cover all of the possible perspectives required to brief or create irresistible, inspiring advertising.

If you use these four questions to provide a framework, you are more likely to come up with rounded, persuasive arguments for whatever you're selling. The resulting advertising is naturally more engaging, motivating and convincing.

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 market, 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 people wouldn't consider your product then reframe and answer them with your advantage. Remember potential consumers already know what these are, if you can overcome them you'll be more persuasive because answering objections increases sales.

Question Three: Why is buying your product NOT a good idea?

This question, although similar 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 offering. It highlights the possible consequences if the audience do not take action now.

The ideal way to use these questions is to write up you own version of them. It's easy all you have to do is remove the word PRODUCT and insert the name of your product or service. Then remove the words GOOD IDEA and insert your unique sales proposition. Then take a few minutes to fully answer these questions, capture as many ideas as you can and if necessary repeat the process again changing the keywords. This technique will leave you with the content that makes briefing or creating persuasive advertising so much easier and much more effective.

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