The briefing information that we get from our clients varies hugely. Some are delivered via a quick chat on the phone, some are sent as lengthy written documents.
A good brief though, whatever form it comes to us in has to contain the following piece of information:
What do you want to communicate and to who?
That question seems obvious and many clients answer it enthusiastically with descriptions of product features and USPs. It’s all extremely important stuff and needs to be the basis of what we create but what we often then have to ask is:
What’s the ‘so what’?
That’s because no matter how well designed a product is or how obvious the solution that it offers to a problem, the complete message isn’t going to hit home with the intended audience if you don’t frame everything – and we mean everything – within the tangible benefits to the intended user.
The ‘so what’s’ aren’t always a direct translation of product benefits either.
XXX is the ONLY (oral, ocular, aural, topical…) product available in a gel formulation (feature), increasing its staying power at the intended therapeutic site (benefit).
This would work as a product message but it’s not telling the whole story - we’ve missed a bit. The bit that could actually be the decider for whoever is choosing to use XXX or not.
In this case, what does this unique gel formulation actually mean for the vet using the product?
Properly exploring the ‘so what’s’ helps put together commercial messaging that not only communicates the facts, but makes them matter to the intended audience.
After all, who wouldn’t choose:
As the ONLY (oral, ocular, aural, topical…) product available in a gel formulation, increasing its staying power at the intended therapeutic site; XXX saves you time, increases treatment compliance and improves clinical outcomes.
Can we help you develop the full message? Get in touch: firstname.lastname@example.org