Written by DD Kullman
In author Lon Safko’s book, The Social Media Bible, it says that Social Media is all about enabling conversation. It’s word-of-mouth that takes place online. You don’t have control over these conversations. Your customers do. That’s why it’s so powerful.
The biggest faux pas in Social Media – Facebook, Instagram, TikTok, LlnkedIn, X, etc. – is using it to sell something outright. There’s a reason it’s called “social” media. I’ve had people connect with me on LinkedIn (who I barely knew) that started hawking their products and services to me as soon as I accepted their connection. Guess what? They’re no longer in my contact list.
It’s perfectly okay to become a fan of a product or service. Or even tweet about something you really like. But if you represent a company and blatantly try and sell stuff, no one will want to connect with you.
I recently signed up to receive tweets from a knowledgeable copywriting consultant. I expected to get valuable information from this company. What I’ve been getting instead, is tweeted to death about anything and everything they can think of. I no longer view their company as an expert offering me valuable information. I think of them as a daily annoyance, and sometimes, even rude. Why? Because they tweet me at all hours of the day and night. And they waste my time. So, if you’re going to use Social Media, please use it correctly, and with care.
EVERY WRITER NEEDS A CREATIVE BRIEF
I once took on a freelance writing gig for a PR firm. They wanted me to write a print ad for a housing community. When I asked where I should source the information from, they said, “Oh, just look at the community’s website.” Stupidly, I did. Big mistake.
The website identified the community’s “unique selling proposition” as offering large, single-level, Mediterranean-style homes. So that’s what I wrote about – large, single-level, Mediterranean-style homes. Proudly, I turned in my highly creative copy to the PR firm. A few hours later they tossed it back into my court saying, “That’s not what the client wants to say.” Really? You could have fooled me!
That was lesson number one for me in demanding a creative brief from clients. Even if clients don’t want to fill it out themselves – and many don’t – I’ll ask the creative brief questions over the phone. Oftentimes, they have the information in their heads, but don’t share it or can’t articulate it with their creative team. And because no one’s a mind reader, critical information may be forgotten or ignored. A creative brief gives the copywriter a road map to follow for staying on strategy. And it gets everyone – clients included – on the same page for the direction the communication will take. Below is a sample of the questions found on a creative brief:
Current Situation(Key Fact):A one-to-two sentence description that defines the problem or opportunity. It should describe the relevant events or conditions in the marketplace.
Consumer Problem:This is what’s on the prospect’s mind – it is the obstacle that must be overcome in order for us to achieve our advertising objective. It is what the consumer needs and is something that advertising can influence.
Assignment(Advertising Objective):This is what we want to accomplish with our advertising – it’s how we want the customers/prospects to respond and/or act. It must solve the consumer problem.
Marketing Objective:This is your objective for advertising – It must be solved by the advertising objective.
Marketing Strategy
Product Positioning:This is the general description of how the development is / should be positioned in the minds of the customers. It’s a characterization of what makes your development worth choosing.
Target Audience: This is how we define our prospects in terms of who they are:• Demographics• Affinity groups (associations)• Relationship to development1. New versus existing prospects2. User/decision maker/buyer/influencer• Segments
Competition:This is a description of all that you’re up against
Direct competition – details competitors and competitor activities
Indirect competition – other choices (out of category)
Creative Strategy This is the primary reason why the prospect will want to choose your development over all others. It is the significant benefit that only your development provides is the unique selling proposition
Main Idea(s) to Communicate:(Features/Benefits/Reasons Why)This is why the benefit is truly beneficial to the prospect – it is how the prospect can envision the benefit to them. It is the solution to the Consumer Problem.
Call to Action: This is exactly what/how we want the prospect to respond.
Creative Considerations/BackgroundInformation:Any/all other related information that should be considered in the creative process that otherwise does not fit in the previous sections. Typically, it is a review of market conditions/activity leading up to the Key Fact.
Net Impression:The “Wow” statement, this is the consumer takeaway – the prevailing thought ofhow the Consumer problem is overcome in the consumer’s mind.
Mandatory/Legal Requirements:The complete list of everything that must be included with the communication:
Deliverables/Schedule:
Quantity/Budget: