How to draft the right brief

If your stuck and don't know where to start, think of the brief as a value proposition.

Before anyone actually clicks on the image, a person is going to read the text as well. 

In value propositions there are three different offerings:

  1. Relevancy - Explain how the product solves customers’ problems or improves their situation.

  2. Value - Deliver specific benefits.

  3. Differentiation - Explain to your target audience why he or she should buy from you and not from the competition.

Your value proposition will be the first thing someone see's before clicking through to your product page.

Keep it simple and straightforward, don't try and use fancy words, speak the general public's language.


Write with an 80 character mindset.

Sometimes less is better.

We live in a world of "inattention" so by being brief you'll need to focus on choosing the right words and say more with less.

The objective of the brief is to give a quick introduction to the actual description of the product or service.

Did this answer your question?