This is Bonus Video 3.1 in the course:

Learn How To Write Copy

Module 3: How To Take A

Creative Brief

• Saves time and hassle • Easier to see where you’ve gone off track • Eliminates confusion with stakeholders • Clarifies your intentions • Worth sending to stakeholders before writing • Write one for yourself

Why use the Creative Brief

Creative Brief Example:

• See Handouts:

• 3.1a “Lil-Lets Full Page Advertisement”

• 3.1b See “Lil-Lets Completed Creative Brief”

Media Considerations:

How To Work Out What Features And Benefits

You Offer

• What questions do your customers need to have answered BEFORE they buy?

• Choose a service to work on

• Choose a target market i.e. customer

• Brainstorm all the questions you get asked (or could get asked)

Top 20 Questions

• Service = Puppet Troupe

• Target Market = Primary School Teachers

Example

1. How much will it cost?

2. Do the performers have a Police Check?

3. What grades is it suitable for?

4. How many children can attend the show?

5. How long does the show go for?

Potential Questions:

6. Is it linked to the curriculum?

7. Do you have a DVD of the show?

8. Do you travel to regional centres?

9. What size space do you need to perform in?

10. What after-show resources do you give teachers?

11. Do you offer discounts if we book more than one

show?

12. What training do the performers have?

13. How long have you been in operation?

14. Can it be customised for our school?

15. Can parents attend?

16. Is there a money back guarantee if we don’t like the show?

17. What equipment do we have to provide eg cords/leads, speakers, power boards?

18. What preparation do I need to put in prior to the performance?

19. Do you have a website I can look at?

20. Can I speak with someone who has already booked the show?

• You now have the questions

• Now…you need the answers

• But not just any answer…

• But an answer that SELLS the service…

• Also known as ‘selling the…

• What does this service do for its user?

• What need does it solve for its user?

• How will it make their life easier / better / richer?

Benefits

• What is the difference? • Why do you need to know? • Selling features = failure • Selling benefits = success

Your service has MANY Features and Benefits

What am I?

Sodium monofluorophosphate

Stannous fluoride

Allantoin

Tetrasodium pyrophosphate

Hydrated Silica

Ammonium Lauryl Sulfate

Lauryl Sarcosinate

Feature: Benefit:

Feature: Leather Shoes

• Choose a service

• Choose a target market

• Write down the TOP 3 features and benefits of it

Brainstorm Features

• Puppet Troupe

• Target market: Primary School Teachers

Service I have chosen to work on

Feature # 1__________________________ Benefit # 1__________________________ Feature # 2__________________________ Benefit # 2__________________________ Feature # 3__________________________ Benefit # 3__________________________

My Task: Fill in the blanks

• Feature # 1: • Linked to the curriculum

• Feature # 2: • You can speak with others who have booked the

show before

• Feature # 3: • Free teacher resources

Identify the features…

To get the benefit…

• Which means that…

• That’s good for you because…

• What’s in it for you is that…

• The reason that’s important is because…

• What’s great about this particular feature is…

• It’s different to other services on offer in that…

Ask any or all of the key questions:

“The show closely follows the curriculum put down

by the State Government. WHICH MEANS THAT…

Feature # 1: Linked to the curriculum

Less work for you:

- Bring us in and we’ll teach the children a series of modules from the core curriculum so that you don’t have to.

- We also provide you with a back up set of lesson

plans and sample quizzes so that you can keep the learning going long after we are gone.

Benefit # 1:

You receive the phone numbers and emails of other

teachers and School Principals who are happy to talk to you about the quality of our show…

WHICH MEANS THAT…

Feature # 2: Speak with others who have

booked the show

You can feel assured the show is as good as we say it is.

You can relax knowing that we have done this show

many times before to great acclaim so you don’t need to worry about anything.

Benefit # 2:

You get a free 67-page book filled with games for

children that both entertain and educate… WHICH MEANS THAT…

Feature # 3: Free Teacher Resources

You can spend your weekends relaxing rather than

working as all the lesson plans have been done for you. We know what works and it’s all included in the easy-to-follow guide.

Benefit # 3: