Blog

Supercharge your creative brief

Briefing your agency on brochure designs
Brochure Design brief

If you want creative work that advances the sales process, you have to think of the brief differently.

Why are you creating the brochure? Or video? Or emailer? Or print material? The obvious answer – To sell more of your product or service! That’s simple, right?

Most agencies would give you a form and request you to fill it up – the briefing document. But we would like to begin at another point. Answer a difficult question first.

Why would a potential prospect spend even a few seconds on the brochure? Or open and read an emailer? And at what stage of the sales process is this communication required for?

Let’s consider what briefs normally emphasize

  • We have great features
  • We provide great support
  • Our product or solution has hundreds of customers
  • We’ve been around for a long time
  • Our customers love us
  • Our prices are very competitive
  • There’s nothing on the market like this

Do you see the problem?

All the answers are meant for customers who have already bought into your offering – Not the ones who either haven’t heard about you or are still making up their mind

Now, if we were to change perspective and tell potential prospects about how your offering would solve problems they are facing, the creative could appeal to them right away.

I see an objection forming in your mind – but everyone has a different reason for buying in.

True. The fact you solved a problem the prospect is aware of is immensely important. You have established empathy and the prospect knows you have a potential solution

E mailer for a banking account with multiple benefits

Getting back to the difficult question – What will your offering do for your client?

Answer that and then, think of all these contexts

  • It is the first piece of communication that a prospect will see from you?
  • Will it be emailed to a database collected from a lead generation exercise?
  • Will it be handed over in person after a presentation?
  • It is a follow up meant to remind prospects of a previous meeting?
  • It is meant to get the client to consider upgrading or a repeat purchase?
  • Will it be handed out at an event or exhibition to visitors?

Before digital marketing played a crucial role in identifying and advancing prospects, one brochure or handout was sufficient. The sales process was simpler, even within organizations.

It’s easy to talk about setting the context by comparing offerings to those of your competitors instead of working through why the prospect would choose to make a purchase in the first place

Brochure for a school emphasizing all-round development

Aesthetics and effectiveness should not be confused

You would have noticed that the drift of this post is not to create good-looking duds

And yet, what is produced, day after day is great looking stuff that draws attention more to the design than your offering. Whether it is an emailer, a poster, a brochure, a white paper or an infographic. They all are pieces in the brand jigsaw

And each one of them can collectively add up to make a lasting impression that steadily builds over time

I have nothing against beautifully produced material. All I am saying is that it comes lower down the hierarchy.

When creative is on message, it stands a good chance of being retained and acted upon. And chances are, you just need to keep repeating the process instead of thinking of a different ‘angle’ to explore.

Take a look at the work we’ve done for clients over the years. We try and extract a brief that gives us scope to build on.

Related posts

  • Video Marketing? Don't stop with Fiverr

    Using video for marketing seems to be daunting because of the costs involved. And a workflow that has not been established within the company - either for producing videos or integrating it into the marketing and sales process. But there's no doubt that video can make a big difference

  • How to write a clear Merchandising brief

    Merchandising is given a small percentage of attention in the overall advertising and communication strategy. Even though it brings potential customers face to face with brands in an environment where the sale can happen immediately

Leave a comment

Message

Name

E-mail

URL

2 Comments

  • avatar
    Reply

    Chrinstine

    May 14, 2019, 2:07 am

    Hi there! This article could not be written any better!
    Looking at this post reminds me of my previous roommate!
    He always kept talking about this. I’ll forward this information to him.
    Fairly certain he’ll have a great read. Thank you for sharing!

    Hi would you mind letting me know which hosting company you’re using?
    I’ve loaded your blog in 3 completely different internet browsers and I must say this blog loads a
    lot quicker then most. Can you recommend a good hosting provider at a reasonable price?
    Many thanks, I appreciate it! I really love your
    blog.. Very nice colors & theme. Did you make this web site
    yourself? Please reply back as I’m hoping to create my very own blog and would like to learn where you got this from or just what the theme is named.
    Thank you! http://aoc.com/

    • avatar
      Reply

      Venu Nair

      May 14, 2019, 2:25 am

      Thank you for writing in. Glad to know that the optimization for the blog seems to have got results. The blog template is Cre8or and the host is SiteGround. Are you working at AOC or is that an affiliate link? 🙂