A brief is a thinking document. Eight short reads on asking better questions, cutting wasted effort and building a more useful relationship with your agency.
“Our audience is everyone” sounds ambitious. It gives an agency very little to work with.
Even a widely used product is bought for particular reasons. A founder choosing an agency might worry about wasted spend. A marketing head might worry about execution capacity. They could buy the same service, but need different reassurance.
Describe the person making the decision, the situation they are in and what could stop them. Include the people who influence or approve the purchase.
A single campaign is often expected to build awareness, generate leads, improve perception and increase sales. Then every stakeholder adds something else.
“Move the needle” only helps if everyone knows which needle. Before launch, agree the measure that best reflects the business objective. For a lead generation project, that might be qualified…
