In October last year, I thought of starting a series of posts on 𝗰𝗼𝗻𝘁𝗿𝗼𝘃𝗲𝗿𝘀𝗶𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗵𝗼𝘁 𝘁𝗮𝗸𝗲𝘀. I posted one a day for four days straight. This was the first one.
“𝙄𝙛 𝙮𝙤𝙪𝙧 𝙘𝙖𝙢𝙥𝙖𝙞𝙜𝙣 𝙗𝙤𝙢𝙗𝙨, 𝙞𝙨 𝙡𝙞𝙠𝙚𝙡𝙮 𝙗𝙚𝙘𝙖𝙪𝙨𝙚 𝙮𝙤𝙪𝙧 𝙗𝙧𝙞𝙚𝙛 𝙨𝙪𝙘𝙠𝙚𝙙.”
Controversial Marketing Hot-Take #1
Here’s how to write a good campaign brief – 𝗕𝗲 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰. 𝗕𝗲 𝗜𝗻𝗳𝗼𝗿𝗺𝗲𝗱. 𝗕𝗲 𝗥𝗲𝗮𝗹𝗶𝘀𝘁𝗶𝗰.
It’s too easy to blame the agencies, the competition, the “macro,” or something else if you’re not seeing the results you expected from your marketing efforts. But did you take a closer look at your brief?
🎯 𝗕𝗲 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰: lay out the singular objective, target audience, value proposition, and reasons to believe. 𝘙𝘦𝘮𝘦𝘮𝘣𝘦𝘳 𝘪𝘵’𝘴 𝘢 𝘣𝘳𝘪𝘦𝘧, 𝘯𝘰𝘵 𝘢 𝘭𝘦𝘵𝘵𝘦𝘳 𝘵𝘰 𝘚𝘢𝘯𝘵𝘢.
🔍 𝗕𝗲 𝗜𝗻𝗳𝗼𝗿𝗺𝗲𝗱: research the barriers preventing the consumer from choosing your product/brand against the competitive offering – or not buying any product at all. 𝘐𝘵’𝘴 𝘸𝘩𝘢𝘵 𝘵𝘩𝘦𝘺 𝘵𝘦𝘭𝘭 𝘺𝘰𝘶, 𝘯𝘰𝘵 𝘸𝘩𝘢𝘵 𝘺𝘰𝘶 𝘵𝘦𝘭𝘭 𝘺𝘰𝘶𝘳𝘴𝘦𝘭𝘧.
🤪 𝗕𝗲 𝗥𝗲𝗮𝗹𝗶𝘀𝘁𝗶𝗰: no one cares as much about your product/brand as you do. Have expectations in line with the resources available. 𝘛𝘩𝘦𝘳𝘦 𝘢𝘳𝘦 𝘢𝘭𝘸𝘢𝘺𝘴 𝘦𝘹𝘤𝘦𝘱𝘵𝘪𝘰𝘯𝘴; 𝘢𝘴𝘴𝘶𝘮𝘦 𝘺𝘰𝘶 𝘢𝘳𝘦 𝘯𝘰𝘵 𝘰𝘯𝘦.