If your challenge is coming up with the best brief, these five points could help get your thoughts down quickly and clearly...
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5 Ways to Beat Briefer's Block
There's something about stripping your communication challenge down to the basics that helps free the flow. Think of the following as creative keys to help you unlock the block...
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Use the Power of the Five Provocations
Identify your target audience. Break them up if there are more than one. Give them each three characteristics. That's a great start.
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1. Who is it For?
You want people to engage, respond, react, or change their attitude or behaviour in some way. Why should they? Don't say why it's important to you, think about what's in it for them.
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2. Why Should They?
Timing is everything when it comes to working out what's urgent and what's important. Do you need to communicate everything now, or can you break up the messaging into bite sized chunks to be consumed over time?
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3. When Do You Need It?
How are you going to measure the impact of your communication? What goals and objectives are you looking to achieve? How will you collect and collate evidence that your comm succeeded?
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4. How Will You Know?
What channels are you going to use to get your message across? Where does your audience hang out? How do they like to consume information? Are you sure? How else could you reach them?
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5. Where Will You Go?
It was fun putting this together, but that's not the point. Please let us know if it helped you clarify your creative brief. You can mail nick@creativeclarity.co.za
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