How to use this cheat sheet
Offer this to agencies and clients who struggle with unclear briefs. It is short enough to copy and use the same day.
What is inside
- The six linesThe problem. What is not working today, in one or two sentences.
- Weak line or strong lineThe problem
- Add these when the job needs themTone. Three words for how it should sound, and one for how it should not.
- Words that cause argumentsDeliverable. Something you hand over, described so that a stranger could check it off, for example three ad sizes.
- Warning signs of a weak briefNo audience. Or the audience is everyone.
- Check itCan someone new understand it?
- Share itattach the brief to the meeting invitation so people arrive prepared.
Three title ideas for your own version
- How to write a creative brief
- The six line brief
- Brief your team in one page
Where to promote it
- agency communities
- design communities
What goes into a creative brief?
The problem, the audience, the goal, the message, the must haves and the budget. If it does not fit on one page, cut it.
Make this cheat sheet your own
The sample above is a real page. Press Use this template, sign up, and it appears in your account with this text and look, ready to edit. Change the words, add your own details and publish it.
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