What if there were a document that could practically guarantee your landing page to be a success? Well, it’s called a creative brief…
Go ahead and ‘pin’ me so you can find this series on landing pages later!
How do you like this series on landing pages so far? Loving it? Great – because it’s about to get even better.
What We’ve Talked About So Far:
- Writing Landing Pages, Sales Pages, and Squeeze Pages, oh my!
- When and Where to Use Landing Pages, Sales Pages, & Squeeze Pages
Now, remember… you’ll be able to get most of this information without being an IBA member. But you won’t get all of it.
For example, right now we’re going to talk about the document that serves as the foundation to any and every landing page you will ever write. It’s called a Creative Brief. And we’ll talk about it here.
This post contains an affiliate link or two which means I (Kimberly Star) could receive a small commission if you make a purchase from links in this post. See full disclosure here.
But the next article I write on this subject will show you an example. The one after that will show you when and where to use it… and those two articles will be exclusively for members of the International Bloggers’ Association. So don’t miss out – be sure to join the IBA today.
Let’s get back to that Creative Brief, then, shall we?
What is a Creative Brief?
A creative brief is a document that details all of the things that need to be considered for a marketing campaign.
There are usually 4 parts to a creative brief.
Creative Brief: Know your blog (or business)
The first two parts of the creative brief have to do with really understanding your own blog – or your business.
This is more than just branding. You need to know all of the ins, outs, and nit-picky details of your business. Why is this important? Well, if you ever hire a writer, they won’t have all of your experience or expertise. So this would be where you’d write it all out for them. Or tell it to them.
It’s this section where you’d also define your marketing or project goals. What do you want to achieve?Do You Know One Document Your Landing Page Depends on?Click To Tweet
Know Your Project
The third part of your creative brief will deal entirely with the project. It’ll define the scope of the project, what resources you’ll use, and how you’ll determine the success (or failure) of your project or campaign.
This part can get really, really detailed. It should be almost as detailed as the next section.
Know Your Audience
The final part of the creative brief has to do with defining and describing your ideal client. For bloggers, it means knowing who’s reading what you write.
Are you writing every blog post for yourself? If so, describe yourself. If you’re writing for people, who want to travel the world on a tight budget, learn more about them. Do they have kids? Are they up for trying industry-changing apps and programs like Uber, Lyft, Air BNB, and more? If they are, your articles will sound a whole lot different than if those programs are off the table.
This section will also talk about your USP (unique selling proposition) and your offer. Basically, it’s what makes you different. Or your blog.
For example, what sets me apart from other ginger bloggers? Well, I’m also a nurse, mom, and a writer. I offer a distinct point of view that others can’t. That’s my USP.
As far as the offer?
Well, that’s going to depend on what you’re building. Is your goal to build an email list? Then you’re going to need to find something as your offer to snag those email addresses from visitors to your blog. Or if your goal is selling eBooks, you’re going to need to find a way to sweeten the offer. Make sense?
I know – it’s as clear as mud. This is just such a huge topic that it actually requires a lot more posts. At least two more, in fact. But if you want to see the examples and in-depth details on how this whole thing works, you’ll need to be a member of the IBA. This info alone is worth more than the $12 annual membership dues.
Come join us.