13 Questions to Help You Write a Compelling Creative Brief in 2021

您不想浪费任何时间。您花了两年的时间来赢得这个客户，您准备好上班并向他们展示您的代理商可以做什么。

不太快。

只需进入一个项目，就可以很容易地相信每个人都对该项目具有相同的愿景。问题？很少是这种情况。

但是，写一份出色的创造性简介并不容易 - 这需要技巧，知道要包含什么来影响正确的收入以及能够的能力ask the right questions。

The Benefits of the Agency Creative Brief

出色的创意简介具有一个主要功能 - 激发您的创意团队提出最出色，最有效的沟通响应，以解决特定问题。

创意简介还有助于解决人们开始工作之前的任何误解。本文档应该为参与的每个人（撰稿人，设计师，开发人员，最重要的是客户）澄清项目，目标甚至时间表的所有方面。摘要应向客户确认您了解他们的问题并制定解决问题的策略。

创意摘要是对项目的每个决策和动作都应与之保持一致的起点 - 这意味着它也是一种“生活”文件。如您所知，广告系列和项目更改，添加或删除了要求，并发现了新的见解。随着项目的发展，您可以更新此文档，以确保每个人都专注于潜在问题，并且每个人都知道她的职责。

13个问题要写一个很棒的创意简介

那么，是什么使“出色的”创意简介呢？明晰。简洁。鼓舞人心的语言。

The creative brief isn’t being published online to the masses for approval, nor does it need to be PC for your client’s board of directors. It does need to grab your creative team by the heart and get them so excited they become obsessed with solving your client’s problem.

But it doesn’t need to include every piece of information available. It shouldn’t take you more than five minutes to understand the project, the strategy, and the goals. It should be a useful document that’s easy to scan, clear, and actionable.

1) What’s the problem?

描述需要解决的问题。不只是write down what the client says. She may not even realize the problem is deeper or different than what she thinks. When the client is briefing you, dig at the problem to find the root cause. Ask question after question after question to get past what the client thinks is the problem or the pain she feels to understand the core issue.

2) Who has this problem?

Who is the target audience or persona? How is this consumer group solving their pain points now? What other options do they have? Communications all boils down to influencing a change in behavior. To change it, you first have to understand what they’re doing now and what options they have that they’re (not) embracing.

3) What’s hidden under the “problem” that’s really in the way?

Going back to #1, keep digging. Honest. You’re going to have to come at this from 10 different angles before you finally nail it. For example: Apple’s focus has always been on making technology easy to use. Why? What’s really at the root? People’s frustration with technology and fear of it. Apple is all about creating an effortless, frictionless, fun, and seamless brand experience. But until Chiat/Day got “frustration” and “fear” as the root, how could they communicate “easy to use” in a way that related to the ideal buyer?Go watch1984, again。

4) What’s the product/service/brand/solution that we’re selling as the solution?

似乎不言自明 - 只记得一个困惑的头脑说“不。”保持定位清洁，易于理解。另外，不要将潜在的买家与如此多的选择混淆，他们会收看。

5）为什么这些人应该相信我们（理性和情感上的购买理由）？

The brand makes a promise (#4). So make the buyer care about it. What is it about that promise that is going to change her life for the better? There needs to be an emotional subtext to all of the rational proof we offer (X% of doctors recommend brand X over any other brand).让收到您的消息的人该死。

6) What will we say and how will we say it?

What are the key messages, what are the key points you need to say? What words, images, sounds, etc., best convey #4 and #5?

7) In what ways will we communicate our messages?

Print advertising? Social media? Trade shows? Billboards? TV ads? Podcasts? Talk shows? Video ads? What communication channels will you use, how will you use them? How do they build on and support each other? What are the best vehicles to reach your intended audience? What are the deliverables you have committed to?

8) What action do we want people to take once they receive our messages?

Obviously, you want them to become your client’s customers. But each communication channel and vehicle that you use needs to have a call-to-action (CTA) that helps the buyer move forward at that stage in her buying process. And that CTA should leverage the medium it’s delivered in. A video ad CTA will be different than a print ad CTA that’s different from a CTA in a blog post. They may not all say the same thing, and they may not all result in the same thing being delivered. Mapping out the buyer’s journey identifying her questions and concerns along the way, and where she goes for her information will help answer this question.

9）我们希望人们对我们的解决方案有何看法？

我们都知道，科学已经证明了所有决定都是情感上的，并且在做出选择后是合理的。这意味着您需要了解购买者在他们的决策过程中以及他们购买了您售出的东西后要唤起的感觉。这些感觉是什么，什么时候感觉到它们？

10) What will tell us that we’ve solved the client’s problem?

How will your client measure the success of what you’ve done? What metrics will show that you’ve moved the needle and achieved her goal? Before you even begin, setSMART goalsso everyone is clear on what really matters -- getting results for the client.

11) What’s non-negotiable?

最终项目必须包括什么？其中的示例包括标语，徽标，图像，签名声音，时间表，预算，批准过程，需要批准的主要利益相关者等。）或要避免的单词或短语。

12）谁是比赛？

Listing the competition can give your creative team a better understanding of the market and what competitors are currently emphasizing in their advertising and campaigns. In addition, by reviewing these competitors, your team can hone in on the differentiating factors of the brand and bring these to the surface in the final project.

13) What is your agency’s point of view?

客户为您的见识，专业知识和意见付费。他们想听听您的强烈看法 - 尤其是如果它阻止他们犯重大错误。最好的机构总是将这种自以为是的观点带到桌面上。在创意简介中，这是必不可少的，尤其是如果客户遗漏了某些东西或要求某些东西，这将干扰解决问题。

这是一个部分(你的嘴opriately). Keep it short, keep it clean, and use it only when you really need to. Your client may not always like hearing what you have to say, but if she’s smart, she’ll at least hear you out. Don’t use the POV to weasel out of reaching the goal. Use it strategically to help a client help herself.