At the HOW Design Live conference we introduced our 3 secrets to bettering your creative workflow management. This is the first post in a series of three, and details how to produce better creative briefs by asking better questions.
When bad creative briefs are prepared, the entire creative process becomes unclear, unproductive and causes a delay in production. When clients are unsure how to answer broad questions in creative briefs they might provide the wrong information, not enough information, or vague descriptions of their requirements. If a creative brief has to be returned to a client for clarification then time is wasted, and if this happens frequently it can even result in friction between the client and creative team. If creative teams execute a project from a bad creative brief, it can take multiple review rounds until the desired content is reached. Removing these roadblocks and bettering your creative workflow management will allow both high quality and profitable projects to reach the market faster.
The first secret to better creative briefs? You get what you ask for.
If you ask for complex answers with a simple question, don’t be surprised if you receive the bare minimum of a response. If you want decisive and specific answers, be sure to ask decisive and specific questions. Instead of asking “Who is the audience?” instead ask, “What gender is your audience? Which age group are they in? Which income bracket?” and provide multiple choice answers. Instead of asking “What is the goal of this project?” instead ask “Is the goal of this project to increase web traffic, build awareness, or drive sales?” and allow for a single selection.
By narrowing the scope of questions from broad and general to specific and detailed, you’ll make it easier for your clients to give you the information you need – which means you’ll be able to give them the creative they want. Asking better questions leads to higher quality content and more profitable projects that get to market faster.
About the Author
Rob Munz is the founder and Chief Product Officer at inMotionNow. A serial entrepreneur, his previous businesses involved graphic design, publishing, internet and marketing. He’s worked directly with creative departments at national brands, agencies, associations, and mid-size businesses for more than 15 years to help them improve their production workflows and complete projects more efficiently.