You promised the owner of the sports shop in your neighborhood a pack of graphics for his social media. You spend the whole Saturday on it: 8 graphics of running shoes, in strong colors.
On Monday he answers by message: "They're nice. This week I have the thermal bottles on sale, and my customers are ladies who walk in the park."
Eight graphics and a whole Saturday, and none of them works. Three facts were missing, facts he had in his head and nobody asked him for.
"Businesses need both of them: graphics that are appealing and stunning, and videos."
Eric
The 3 facts in the brief
A business brief is a short page with what you need to know before you make the first graphic. It holds three facts:
- What it sells. The product or service the business wants to move now, with its exact name and its price.
- To whom. The person who buys: their age, what they do all day, what worries them. "Ladies who walk in the park" calls for different photos than "runners".
- This week's offer. What makes someone buy now: a discount, a gift with the purchase, a product that just arrived.
Where you get each fact
Almost all of it is in plain sight, and what is missing you ask for once:
- a message to the owner with three questions, one per fact;
- their page and social media, to see what they sell and how they show it;
- their customers' reviews, which say in their own words why they buy there.
The offer changes every week
What they sell and who they sell to changes little. The offer changes almost every week, and it is the part that shows most in each graphic.
That is why the brief is saved and updated. On Monday you change one line, and that week's pack comes out with the right offer.
What you take from this page
Before you open any program, write the three facts on a single page. If one is missing, ask for it. It costs one message, and it saves you a Saturday.