The lazy way to write a target-audience description.
Bullets should be banned. Sorry, gun fans, I don’t mean ammo. I mean those pesky black dots that show up on creative briefs everywhere. Like this: The bullets are usually followed by useless acronyms and marketing-speak such as HHI, 24-49, and other lingo. This is not thinking, it’s rote nonsense. Remember what Dave Trott said: […]
How much does an idea cost?
I use real briefs when I teach my workshops on writing creative briefs. Not blank templates, but completed briefs. Not case studies, but real working briefs. Among the questions I ask attendees is this: What’s missing from the briefs they review in my workbook? I know the answer before I ask it, of course, and […]
