As we all know, time is money, and there is nothing more time-consuming than the back and forth that happens when a brief to a supplier is lacking. The supplier either has to ask a multitude of questions to be able to respond accurately (with a quote, an idea, a script etc) or they just play a guessing game and inevitably disappoint the client and themselves.
With a good brief you’ll save time (both yours and your supplier), you’ll get a response in line with your expectations and you’ll no doubt save money (less time spent on determining what is needed and more time spent on DOING it). And of course you’ll be seen to be a client who knows their product/service inside out and can convey it effectively – always something to be proud of and not as common as you’d think.
I’ve been taking client brief’s for well over 10 years and I’ve learned a thing or two about what is a good client brief and what isn’t. So below is a selection of my top tips for writing a brief for your supplier, and although my experience is based in TV, Radio and Video production, I think many of the points apply to all sorts of suppliers.
Consider the supplier ignorant. Think about why you are sending the brief. What is your end goal, what do you want to achieve? Whatever the answer, keep that in mind when issuing the information. Don’t forget the recipient may know nothing about your business at this stage. So consider them ignorant and offer information accordingly.
Highlight your USP’s – we like to think that our business is unique but most are not ‘one of a kind’, in fact you may be one of a thousand offering what you do, however you will have your Unique Selling Points and you need to share these. Are you the biggest? Do you offer a guarantee? Ask yourself ‘why should a customer use me over a competitor?’ and answer it in the brief.
Choose one Call to Action – the needs for this will vary depending on the medium, but we always state for TV and Radio that you should stick to one call to action so as not to confuse. Two at the most, but I would suggest you don’t bother including a telephone number unless it’s extremely simple and catchy – it just won’t be heard or seen. Mobiles are a bit of a no-no for the same reason, plus they sound less professional. Stick to a website or Facebook name if preferred.
Include other RELEVANT information-We don’t wish to drown in pages of information but it’s better to have far more info than just a couple of lines. This could be links to your website, copies of your press advertising, branding guidelines, even examples of other advertisers you admire / hate to help guide creative.
So there we have just a few tips on how to prepare the perfect brief. This is one of the topics I’ll be covering in my free session at the Norfolk Chamber of Commerce. I’ll also cover:
– How to make the most of your video assets using other platforms. – How to compete with the ‘big boys’ in advertising, for less than you think. – How to avoid expensive hiccups.
Whether or not you’ve advertised on TV before, for the ins and outs of TV advertising sign up to my Chamber Session, free for all members, on 2nd February 2016 at 8.30am.
-Francesca de Lacey, Managing Director of JMS Group
