Client's Brief

Client’s Brief – A GPS to a Famous Point of Advantage

In Brief…
A client’s brief is a summary written by the copywriter in the presence of the client and with his collaboration. In fact, the brief is a specified and exact mapping of the client’s primary point of view regarding the product and its values.
The brief enables the copywriter to navigate his creative work “Head On” to the unique selling proposition.

Zoom In
The brief is structured from the large scale to the small one, while the primary goal is to focus and understand the product’s characteristics and values. This process requires the formation of the advertisement’s goal - whether one would like to increase sales rates, present a new concept to the market, brand a product, invite people to register to a customers’ club and so on.

After setting the advertisement’s goal, one moves on to the main stage. This stage is related to the product’s or company’s business field: the advertised product's price and whether it is cheaper or not than similar competing products.
While we are at it, let us review the product’s image: is there a pre-existing image in the market? If so, what image does it set? In which media was it advertised? And which image are we planning on using from now on ?

In addition, it is extremely important to know the reason for the need in advertisement: Is there a decrease in sales rates? Has a new competing product been introduced to the market? Is there a new market segment strategically fitting the product?

“Are You Talking 2 me?”
One of the most important goals in the advertisement’s navigation system is the target audience. While designing the marketing content, you must know who you are approaching, in order to decide how to approach them: is your target audience one of teens, house wives, older men and women about to retire, or is it one of young men in the high-tech industry?

Paying extra care and attention to your target audience - exploring its physiological characteristics, learning what excites them, and most importantly, deciphering the mystery of what will motivate them to perform the action you are asking them to perform – is a vital stage in insuring success of your marketing plan.

When writing for a target audience, one of the key elements is setting the right tone. The advertising tone is the one that provides the advertised content with the right ambiance. At this point, it is crucial to decide whether or not you want to sound as a friend speaking, or you wish to sound authoritative and serious, or maybe you would like to use a touch of slang.

For example, when you target a young crowd, advertising music, using a touch of slang is acceptable and proper. Yet, when approaching the same crowd on the matter of driving safely, one should use a different, more rational, and at times even a frightening and intimidating language. Still, there are no written rules and each subject should be explored from every angle. In many cases, there are surprises awaiting along that road.

One in a Million
Another important part related to the task at hand, is the competition.
The more information you’ll gather on the competing firms and products, the easier it would be to decide on a different and unique approach that set your product apart. Your questions should engage primarily with the advantages that competing products have over your own, and vice versa.
In order to conquer your audience’s attention and consciousness, one must first set its product apart from all others and then establish its unique nature.

In the event that you are unable to find any unique advantage, you must invent one.
An advantage does not have to be a quantitative one. It can also set a different feel – a special and unique ambiance, mental or emotional value.

U.S.P = Unique Selling Proposition
This proposition sets your brand apart from all other similar products and provides it with a unique characteristic. This is the destination to which the marketing navigation system (MNS) designates even before starting the marketing oriented writing engines.

The USP can be summed up to one single word, which encompasses the primary message you would like to send your client. This is the value one bestows on the brand. The value can be prestige, freedom, love, belonging, safety, speed, or any other attribute, as long as it provides a benefit of some sort, desirably, one that has no competitors.

After deciding on the USP, it needs a backup. The backup does not necessarily have to be a scientific fact, it can also be a reality based on emotions and feelings.
In reality, the advantage can be the undeniable quality of the brand, or its low cost in relation to competing brands. Yet, in many cases, due to the vast variety of products and brands, such an advantage does not exist. In this case, one creates the USP according to the client's perception of the product.
For example: one can advertise a product's advantage via comparative analysis, using experts, public opinion studies, the product's popularity abroad, or any other idea related to the value one wishes to bestow on the brand.

Fasten your Seat Belts Please
As you have finish writing the summary, came to realize the target audience, learned all about your competitors, and over viewed all related material - then you have chosen a USP. In addition, this process has also enabled you to choose the tone of the marketing content. Now you can fasten your seatbelts, hit the creative road, and have a fun and safe ride with the feeling you will finish the race first!

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