Before starting any marketing campaign, you should always write a "Creative Brief" first. By doing so you focus your efforts, sharpen your message, and ultimately increase your chances of writing persuasive copy.
Here's what you should include in your Creative Brief:
- A summary of the project, including background information and goals of the communication
- A summary of the target audience: who they are, what they do, age, gender, and so on
- An overview of the target audience's key state of mind
- How you want your target audience to respond to your communication
- Communication strategy: how you convince your target audience
- Competitive positioning and general information
- Targeted message you want to convey, with offer details described above
- Mandatory inclusions, such as the logo and toll-free number
Who needs the Creative Brief?
In short, everyone on your team that might have an impact on the project should receive a copy of the Creative Brief. This list includes:
- Marketing Strategist - Responsible for crafting the overall marketing strategy, of which this email is a part.
- Copywriter - Responsible for writing an email with the right target audience in mind.
- Graphic Designer - Responsible for create persuasive graphics with the right target audience in mind.
- Web Developer - Responsible for delivering a message that works across all browsers and platforms.
- Media Planner - Responsible for recommending potential ways to target the customer, and delivering on those recommendations.
- Sales Manager - Responsible for the sales generated as a result of this initiative.
- Customer Service Manager - Responsible for fielding complaints and kudos generated as a result of this initiative.
