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105Chapter 8: Getting Strategic before Getting Creative

ߜ Mistake #2: Creating marketing materials that are too “hard-sell,” asking
for the order without first reeling in the attention and interest of the
prospect.

ߜ Mistake #3: Creating self-centered marketing messages that focus more
on what a business wants to say about itself than about the benefits that
matter to a prospect.

Deciding on a Goal for Every Single
Marketing Communication

Before you undertake any marketing effort — from a quick sales call to an
elaborate advertisement — define whom you’re trying to influence, what
you’re trying to get the market to do, and what message you want to promote
to accomplish your aim.

Here is a template you can use when setting communication goals. Just insert
the appropriate text for your business in the parentheses.

This (ad/brochure/sales call/speech/trade booth display, or so on) will
convince (describe the target market for this communication) that
(describe the action that you hope to achieve) will (describe the benefit
they will realize) because (state the facts that prove your claim).

Writing a Creative Brief

Your communication goal defines what you’re trying to accomplish. Next,
complete a “creative brief” to explain how you’ll get the job done.

Each time you create an ad, write a speech, make a sales presentation, plan a
brochure, or compose an important business letter, start by running through
the questions on the creative brief to focus your thinking. For all major
projects — or for any project that you plan to assign to a staff member, free-
lance professional, vendor, or advertising agency — take time to put your
answers in writing. Then pass them along so they can serve as a valuable
naviga-tional aid.

Figure 8-1 provides a format to follow. Answer Questions 1 through 7 (you can
find more advice on each step later in this chapter), and your briefing
instructions will be complete.