How deconstructing any ad can help you polish your brief-writing skills.
December 9, 2022 (Published originally in June 2012) When was the last time you even saw the word, “deconstruct”? Unless you were an English major in college you likely never came across it at all. There’s nothing mysterious or complicated about the process. Deconstruct simply means to take something apart and analyze the pieces. In […]
What a 70-year-old stone mason taught me about teaching creative brief writing.
In the summer of 1979, I was living in Tampa, Florida between my junior and senior years at the University of Tampa. My uncle, who was a senior legal-eagle at The Shriners, landed a summer job for me at a swimming pool company owned by one of the Shriners’ biggest donors. I don’t mind sharing […]
How to write a practice brief without actually writing a practice brief.
All professionals practice. Why? Because they know they need to stay sharp. Often, their profession requires it, but even if it doesn’t, pros practice anyway. That practice comes in many forms: refresher courses, conferences, online and in-person training. If you write creative briefs for a living, even if it’s not your main task, you need […]
Six ideas on how to write better single-minded propositions.
No one wants to write a bad single-minded proposition. I get it. There’s a ton of pressure on you to not just write the damn thing, but to write a brilliant one. When everyone expects, well, Just Do It, anyone would shrivel up into a dried-out raisin. So here’s my advice. Number One: Save the […]
Navigate the seven C’s to write an inspiring creative brief.
The seven “Cs” for writing great creative briefs.
