The brief. The starting point of the conversation between client, creative and customer.
“I don’t understand it”
“It contradicts itself”
“There’s too much information”
“There’s not enough to work with.”
These are all things I’ve heard, said or thought myself about the briefs I’ve encountered on creative and writing projects.
Hardly the start of a great relationship – one that promises a meeting of minds, sparks imaginations, encourages creativity, and collaboration.
And it seems I’m not alone. I was in London today for the first in a series of workshops being offered by writer’s organisation 26, under the title 26 Trade Secrets. Today’s session at the Free Word Centre in Farringdon was “Setting up Projects for success.” A chance to look closely at briefs, learn how to turn bad ones into good ones and what to do with them when you get them.
We started exposing the nightmares. The poor briefs. The confused. The sketchy. The ‘says one thing but really means something completely different.’ Around the room we all had similar stories.
A poor brief can become a source of conflict, a sort of battle map, drawing up the lines between them and us. Hardly the best start for a constructive relationship. And yet no client deliberately sets out to write a poor brief.
I go back to my clients, ask questions, challenge preconceptions. I worry that sometimes, to a client, it must seem like I’m asking so many questions, I don’t actually want the work. But really it’s about finding the truth of what I’m being asked to write about.
As a writer, it’s always good to be able to step into someone else’s shoes. So recently I’ve been trying on the role of client as I work to improve the briefs that we ask them to complete.
And it’s really hard to write a good brief. I used an example for a product campaign I’m very familiar with, and still found it tricky to identify what should go in each section, how much or how little information to include and how best to explain it, without lazily copying and pasting from some commercial document. And that’s my job – to simplify, condense an explain things in simple terms.
As I also learned, those who write the briefs may not always have training or advice on how to complete them. Or the necessary background information to complete them. No wonder it can be a fraught process.
Today, as we broke down and built our perfect brief, there was much discussion about what it should include. But the one thing that stood out for me was clarity. Clear purpose and clear communication.
And that requires clear thinking. How much time do you allow to create, interrogate and confirm a brief? Is it something delegated to a junior team member, a form to be filled in and passed to the creative team to decipher?
Or is it not so much a battle plan, as a campaign objective? Something you think about, consider and discuss with the people who need to sign it off?
Rather than complaining about bad briefs, I’m going to continue questioning, considering and looking for ways to help my clients to help me by writing better ones in the spirit of producing more effective and clearer communications. I hope to return to this subject in future blogs
What are your tips for writing a great brief?