Six ways to have sexier briefs

Here are some guidelines for a better briefing experience:

If you can't see it, then neither can anyone else

Don't tell me the target market is LSM 7-8, 40% female with a 50/50 urban/rural split. I've never met anyone like that, and if I did, I would get a very big fright.

Like it says, keep it 'brief'

As a statesman (I think Churchill) was rumoured to have said: "I have written you a long letter, because I did not have time to write a short one". If we see a bulky brief, we assume we have a lot of work to do. Strangely enough, the layout of your page also plays an important role - keep it uncluttered and inviting - use bold headlines and tell a clear story.

Give them somewhere to hang their hat

Help them start. Creatives, for example, may often ask for a silver bullet insight, when all they really want is an idea to hang their ad on. It does not have to be a consumer insight - it could be as basic as Svenska Aeroplan AB, which could point out the aircraft heritage of the SAAB car, which could lead to a great ad with an airplane. However, don't lose faith in your own ability to isolate what's relevant - if you find yourself stuffing anything and everything into the job bag, step back and remind yourself: this is a game where no one dies. Or go and chat to a friend to get your confidence back.

Tell them what you WANT

Nothing spurs people on like a clear objective. Keep it clear - it should be as focused as 'Land ahoy' to survivors of a shipwreck after a month on a raft.

If you treat it as a test, you will always fail

You go to work for two reasons: fun and/or money. Sometimes you will hit the sweet spot, and sometimes - hopefully less often - you won't.

A brief is something that tells someone what to do. People don't like to be told what to do. This manifests itself in various ways, such as: "It's a bit too thin", "It's a bit too unfocused", "It's not clear", "It is too prescriptive" etc etc etc.

If you're getting a lot of CONSISTENT negative feedback, then sit down with someone who can tell you straight where you're falling short. Your job is to serve the brief - the recipients are your customers. Keep them happy.

Stretch yourself

A brief needs to spur someone on to action, so an added dash of inspiration comes in handy. For example, you could define a brand as:

The best university on the continent for distance education

OR

Whether you want to apply what you learn every day, or reclaim a missed opportunity, wish to be more fulfilled as a person or need to undergo a rite of passage to enter a profession.
Whether you can only find a quiet moment after your night shift or in the wee hours of the morning before the family wakes up, or you just like to study when it suits you.
Whether you want to educate yourself in a quiet booth of your favourite restaurant, or while stirring pap in the pot, or catching a tan on the lawn.
From accountant to zoologist with lawyer, doctor, policeman and everything else in-between - if you've got the dream, we have the means.
Although you may be out of sight, you are never out of mind. We will support you throughout your journey, because we know learning is for life, as life is for learning.
Join us on the journey of discovery with the university of life. We have been meeting dreams for generations - we understand that distance learning is not about the post, the fax, the computer or the internet.
It is about you.
We are here.
Where are you?