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A marketing strategy will help you identify your best customers, understand their needs and implement the most effective marketing methods.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Direct marketing can be a highly successful way to generate sales from existing and new customers. Find out how to target them in the best way.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

PR

Favourable media coverage can bring a range of business benefits. But how do you attract the attention of editors, broadcasters and journalists?

Writing a brief: a template for briefing copywriters and designers

Creating a clear brief will help any designer or copywriter to deliver work that meets all your expectations. Copywriter and marketing communications consultant Mike Hadley explains the importance of setting objectives and shares his own briefing form.

During my many years of working with clients, advertising agencies and design companies, I have been surprised how often there is no proper brief to detail requirements and expectations.

This can leave both parties disappointed. Clients may be frustrated that they do not get what they want (or expect). The designer or writer may feel that their client is being difficult or indecisive.

As a copywriter and design manager, I have created my own briefing form that I have developed over the years. This covers most of the aspects I would normally expect to consider, to ensure that I deliver work that will be effective in the job it has to do. While I don't always complete it in full, at the very least it serves as a useful prompt to ensure all the main things are covered.

It has been prepared mainly with copywriting needs in mind, although its scope is also useful for many design projects. I would be pleased to hear from you if you have any comments or suggestions to improve it.

Briefing form

Client:

Subject:

Date:

Briefed by (name and job title/responsibility):

Project description:

Requirement:

  • What do you believe you require? For example, a corporate brochure, website, sales literature, sales aid, letter, form, press release, exhibition display, TV, radio or print advertisement.
  • Sometimes, based on the information you provide, a different or additional approach may be recommended.

Purpose:

  • Why is this wanted? What do you want to achieve in the short term, in the long term? For example, to generate immediate enquiries or to explain something.
  • How will you evaluate its effectiveness?

Target Audience:

  • Who do you most want to reach, and how many?
  • Describe relevant aspects, both in professional terms - nature of business, position held, etc - and in personal terms - age, sex, etc. Use socio-economic classifications if appropriate (ABC1 etc).

Positioning:

  • Your current and, if relevant, the required positioning in the marketplace, both actual and perceived.
  • SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).

Benefits:

  • What is the single most important benefit that will appeal to your target audience? Why is this important to your customer?
  • What are the secondary benefits?

Proposition:

  • What is the key statement that summarises the main benefit of your product or service?

Rationale:

  • Why should the audience believe what you claim?

Response:

  • What sort of response are you seeking? To increase general awareness? To change attitudes? To buy?
  • Is there an immediate action required: to email, telephone or respond in some other way?

Executional guidelines:

  • The use will influence the design/copy approach. For example, will information change frequently? Is there a need to provide different information for different audiences?
  • Give details of any other elements to be included - for example, 24-page booklet rather than loose-leaf binder, colour essential. State quantities required.
  • Include any expectations/assumptions you may have.

Tone of voice:

  • What sort of language should be used: casual, formal, authoritative, friendly, humorous, serious, etc?
  • It may be helpful to provide examples of existing material, as well as style guidelines if they exist.

Distribution:

  • How will this be received? By hand, in person, by email, posted, left behind after meeting?

Other activity:

  • Are there or will there be related activities, such as advertising, exhibitions, posters or brochures?
  • Will any subsequent activity be taking place, such as follow up mailings, telephone calls or personal visits?

Background:

  • Assume the agency/designer/writer has no knowledge of your activities. It is all too easy for work to fail because of incorrect assumptions. Supply the essential information they need.

Context:

  • How does this relate to your wider business strategy?
  • What is the competition? Are you aware of any similar activity?
  • Is there anything else you have done, or are planning to do, that is relevant? Where appropriate supply examples.
  • How do your target audience feel about your product or service in relation to alternatives available to them?

Content:

  • Supply the information you wish to be communicated. In some cases you may have draft text, in others you may only have the germ of an idea - so describe what you want to say.
  • Indicate key phrases/terms relevant to the business. For websites, provide any information already held on keywords for search engines. Try to prioritise.

Attachments:

  • List and supply all relevant information.

Next action:

  • Detail who is to do what and by when. For example, client to agree brief by a certain date.

Estimate/budget:

  • Before beginning work a budget should be provided and/or an estimate agreed.
  • Clarify the basis of any estimate (eg based on present assumptions of the nature of the work) and when costs may be subject to revision (eg once concepts have been developed, or if the brief changes substantially).
  • Agree terms and conditions.

Timing:

  • Agree now on the first action required, and by when.
  • Agree a schedule to show stages and dates for each stage. For example: agree brief, initial concepts, detailed design, draft text, artwork, final revisions, to printer, delivery.

Briefing details

Date ..............................

Brief given by ..............................

Brief taken by ..............................

Brief agreed by ..............................

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