5. THE PROMISE
What specific promise (or benefit) are you offering – either practical, emotional or a combination of both? Your promise needs to be clear, not diffused through trying to say too much, and must be consistent with consumer attitudes and your positioning stance.
6. SUPPORT OF PROMISE
What logical or emotional proof de we have to back-up and explain our promise? How do we turn our product benefit into a believable consumer benefit?
7. TONE OF VOICE
How do you want to sound?
Friendly, institutional, authorative, down-to-earth, professional, international, local, warm, caring, technical, simple, expert, approachable, conservative, radical, etc.
Obviously your brief will contain additional, “nitty-gritty” information such as the media, use of colour, production budget, timing, method of response, coupon information required, etc. But the seven points I have just detailed are the most important for good creative strategies – and, unfortunately, the points most frequently omitted from or glossed over in creative briefs.
If you are using an agency, your account handler will no doubt help you put a proper brief together. But you will find that doing it yourself is one of the best ways there is for you to come to grips with what you want your advertising to achieve. And when you are presented with copy and layout to approve or reject, you will be much better able to judge.