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Cheat sheet

How to write a creative brief

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

Weak line or strong lineThe problem
The six linesThe problem. What is not working today, in one or two sentences.
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

LinkedInagency communitiesdesign 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.

Built with Gatedleads, the quickest way to turn a page like this into a lead magnet that collects emails.

Use this template

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