Defining the right questions to ask before answering a brief enables CMDi to get communication right first time, but it doesn’t happen by accident.
CMDi has developed a briefing methodology based on asking powerful questions. We first identify the right communication questions before developing communication answers. This makes it easier to create incisive communication.
We are all under pressure to perform better using fewer resources for problem solving. By using a hierarchy of questions to define the proper question before answering, we become more effective problem solvers. Marketing teams can improve communication effectiveness by improving briefings given to creative suppliers. CMDi offers a downloadable guide and training on incisive briefing.
Let’s imagine starting a hypothetical marketing programme. The first thing anyone being briefed needs to know is why we are communicating. Once we explain why the communication is needed, it is easier for the agency to create effective communication. We always start a brief with an overview of why communication is being done. We do this in writing because the act of writing sharpens our thinking more than speaking can.
Every piece of communication needs an audience. The clearer we are about who the communication is aimed at, the clearer the communication will be. People need a clear reason to buy. Before briefing, we ask customers why they buy. We pinpoint the most compelling reason why people prefer ours to alternatives.
Why does anyone communicate? We want a response, of course. Every incisive brief is clear about how people should respond.
An incisive brief has an end result in mind and a way of measuring effectiveness.