This is Bonus Video 4.3A in the course: Get Paid To Write Copy Module : How To Take A Creative Brief

Learning Outcomes: Why use the creative brief Creative brief example How to work out which features and benefits you offer Top 20 questions Potential questions Benefits

Learning Outcomes: Your service has many features and benefits

Saves time and hassle Easier to see where you’ve gone off track Eliminates confusion with stakeholders Clarifies your intentions Worth sending to stakeholders before writing Write one for yourself Why use the Creative Brief:

Creative brief example: See Handouts: 4.3Aa “Lil-Lets Full Page Advertisement” 4.3Ab “Lil-Lets Completed Creative Brief”

Media Considerations :

How To Work Out What Features And Benefits You Offer:

What questions do your customers need to have answered BEFORE they buy? Choose a service to work on Choose a target market i.e. customer Brainstorm all the questions you get asked (or could get asked) Top 20 Questions:

Service = Puppet Troupe Target Market = Primary School Teachers Example:

1.How much will it cost? 2.Do the performers have a Police Check? 3.What grades is it suitable for? 4.How many children can attend the show? Potential Questions:

5.How long does the show go for? 6. Is it linked to the curriculum? 7. Do you have a DVD of the show? 8. Do you travel to regional centres? Potential Questions:

9.What size space do you need to perform in? 10. What after-show resources do you give teachers? 11. Do you offer discounts if we book more than one show? Potential Questions:

12.What training do the performers have? 13.How long have you been in operation? 14.Can it be customised for our school? 15.Can parents attend? Potential Questions:

16.Is there a money back guarantee if we don’t like the show? 17.What equipment do we have to provide eg cords/leads, speakers, power boards? 18.What preparation do I need to put in prior to the performance? Potential Questions:

19.Do you have a website I can look at? 20.Can I speak with someone who has already booked the show? Potential Questions:

You now have the questions. Now…you need the answers. But not just any answer… But an answer that SELLS the service… Also known as ‘selling the…

What does this service do for its user? What need does it solve for its user? How will it make their life easier / better / richer? Benefits:

What is the difference? Why do you need to know? Selling features = failure Selling benefits = success Your service has MANY Features and Benefits:

What am I?

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Feature:Benefit:

Feature: Leather Shoes

Choose a service Choose a target market Write down the TOP 3 features and benefits of it Brainstorm Features:

Puppet Troupe Target market: Primary School Teachers Service I have chosen to work on:

Feature # 1__________________________ Benefit # 1__________________________ Feature # 2__________________________ Benefit # 2__________________________ Feature # 3__________________________ Benefit # 3__________________________ My Task: Fill in the blanks

Feature # 1: Linked to the curriculum Feature # 2: You can speak with others who have booked the show before Feature # 3: Free teacher resources Identify the features…

To get the benefit…

Which means that… That’s good for you because… What’s in it for you is that… Ask any or all of the key questions:

The reason that’s important is because… What’s great about this particular feature is… It’s different to other services on offer in that… Ask any or all of the key questions:

“The show closely follows the curriculum put down by the State Government. WHICH MEANS THAT… Feature # 1: Linked to the curriculum:

Less work for you: - Bring us in and we’ll teach the children a series of modules from the core curriculum so that you don’t have to. - We also provide you with a back up set of lesson plans and sample quizzes so that you can keep the learning going long after we are gone. Benefit # 1:

You receive the phone numbers and s of other teachers and School Principals who are happy to talk to you about the quality of our show… WHICH MEANS THAT… Feature # 2: Speak with others who have booked the show:

You can feel assured the show is as good as we say it is. You can relax knowing that we have done this show many times before to great acclaim so you don’t need to worry about anything. Benefit # 2:

You get a free 67-page book filled with games for children that both entertain and educate… WHICH MEANS THAT… Feature # 3: Free Teacher Resources:

You can spend your weekends relaxing rather than working as all the lesson plans have been done for you. We know what works and it’s all included in the easy-to- follow guide. Benefit # 3:

This is the end of Bonus Video 4.3A in the course: Get Paid To Write Copy Module : How To Take A Creative Brief