Let's Get Creative

This week, we're diving into the world of creative briefs and how they are pretty much the most important part of starting on a project.

I first learned about creative briefs from my mentor, who had over a decade of experience working with big-name companies like Samsung, Johnson and Johnson, GoPro, and Oxiclean. 

$6,000,0000,000 produced by this guy. Yes, you read that right, six billion.

Imagine this, you are running an eight figure agency with some of the highest profile clients and biggest brands in the world.

At any given time, you are juggling 10 to 20 different accounts.

Does it make sense that you should probably have a system for being able to quickly organize all the information about a specific client?

Yes, it does.

YET…no one fucking does this.

Back to that in a moment.

One of the key things I learned from my mentor was the importance of transitioning from simply providing a service to creating full-fledged campaigns for clients. 

Let me break it down for you with an example. 

Let’s say you have an ad that compares building a business to building a Ferrari engine. And then you have another ad that compares building a business to constructing a Rolex.

These are two separate ads, but they belong to a campaign that emphasizes the luxury comparison and shows business owners how to build luxury businesses.

See what I mean?

The ads are the soldiers for the campaign.

A campaign takes that concept and run with it, creating a series of ads, emails, and content that all revolve around luxury metaphors to explain your client's business model. 

The focus of the campaign might be to drive people to a specific offer, like a mastermind program.

Now, when you're approaching a client, instead of just offering to be their email guy or ad copy provider, imagine coming in and asking about their current campaigns. 

You find out what they're doing to bring in customers, and then you propose running an additional campaign to support their goals. 

This approach is much more appealing to clients because it shows that you're thinking strategically about their business, not just trying to sell them a one-off service.

So, how do you create a killer campaign? 

That's where the creative brief comes in. A creative brief is essentially a centralized document that contains all the key information about your client's business, their product or service, and their target audience. 

It's a roadmap that helps EVERYONE stay aligned and create content that truly resonates with the intended audience.

Most service providers dive straight into creating emails or ads without really understanding the client's business or customer pain points. 

It's no wonder the messaging SUCKS! By taking the time to develop a comprehensive creative brief, you set yourself up for success and show your client that you're a true professional who's invested in their success.

Now, I know what you might be thinking. "But I'm just a one-person show! I don't have time to create  creative briefs for every project." 

Not true.

With AI, you can speed this process up 10X and that’s exactly what we’re focusing on this week.

Plus - the creative brief is actually going to save you time in the long run. 

When you plug your creative brief into tools like ChatGPT and Claude, you’re going to see absolutely insane (good quality) outputs.

So, here's your assignment for this week:

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How do you do it? 

Excellent question, watch the video above.

Trust me, once you start incorporating creative briefs into your process, you'll wonder how you ever worked without them.

Remember, the key to success in this industry is continually leveling up your skills and presenting yourself as a true professional. 

By mastering the creative brief, you'll be well on your way to creating campaigns that wow your clients and keep them coming back for more

Happy briefing!

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