Thinking Audience First: Igniting Creativity and Effectiveness

Now, this certainly isn’t the case everywhere, but the average brief usually looks something like this:
There’s a section about the company, an outline of the tactical, transactional objectives to achieve and details about how to respond to said brief. The average respondent then looks at the brief and replies with details on how they’ll achieve those objectives.

But in this, most typical, situation - both parties are missing a trick.

We must pull the brief together. It’s not just coverage. It’s not just links. It’s not just traffic.

Now, you may have already heard of “Start with Why”, coined by regular keynote speaker Simon Sinek. Now Simon isn’t right about everything, no-one ever really is, but using that philosophy when answering briefs is the most effective way to answer them.

So what you need to do is read the brief thoroughly, then “Start with Why”.

Transcript

1. Thinking Audience First: Igniting Creativity and Effectiveness - The Why? Ladder - Key questions to ask in response to a brief - Case study: Rapyd
2. The Creative Brief This certainly isn’t the case everywhere, but the average brief usually looks something like this: - There’s a section about the company - An outline of the tactical, transactional objectives to achieve - And details about how to respond to said brief Those are the objectives that may be what the business needs, but without necessary information surrounding them, these objectives are very uninspiring.
3. That’s why you need to start with why
4. 1. What triggers people to begin the buying journey? 2. What causes people to hesitate about purchasing the product/service? 3. What do people hate about the alternative solutions 4. How do people want to feel when they buy this product/use this service? 5. What are the important moments for this product/service? 6. How do people feel about these moments? 7. What’s the behaviour we want to change? KEY QUESTIONS TO HELP YOU THINK AUDIENCE FIRST
5. Why? Because we’re new to the UK SME market Because our product is better than the competition Because they don’t understand SMEs Because their product isn’t resonating with them Because they aren’t representing businesses locally Case study: Rapyd
6. What do buyers hate about the alternative solutions How do people want to feel when they buy this product/use this service? What triggers people to begin the buying journey? What causes people to hesitate to buy this product / service? A new way of doing things. Fast, easy, saves you money & supports your success rather than profits from it. Their business has started to grow & they are frustrated with high costs or their inability to sell to certain markets so they turn to their local business community for recommendations. They don’t know the brand exists or that there is a better solution out there. We sense the whole market is homogenous and geared to the banks. The more you sell, the more you pay. They are slow, impersonal & not set up for global trade.