Okay, so let’s just get this out in the air before we start: we aren’t going to be able to look at actual creative briefs. They’re “internal documents”, so they aren’t something that businesses usually share. Because, well, they’re precious, precious data.
But what we **can** do is look at their landing pages, sales pages, blog posts, or whatever else they’ve written. Because when we look at those, we can get a pretty dang good idea of how well their creative brief works (or doesn’t).
Looking at Creative Briefs in Action
So as we look at the creative brief, make sure you’ve got a bunch of windows open. You’re gonna wanna have this one open, another one for what’s in the creative brief, and then even more windows for our examples.
Ready to dive into the examples? Then let’s do this!
Example 1: Landing Page
Our first example is a landing page for freebie friyay font downloads from our very own Sarah Neni-Daher.
Open that up and take a peek at it. Now, refer back to the creative brief. What’s her goal? What’s she giving out? Who’s her audience?
Most of the creative brief isn’t spelled out – it’s almost entirely subconsciously woven throughout the page… who likes free fonts? Who is on a shoestring budget and would be using them for commercial purposes?
Us, y’all. We’re her target audience for this campaign. People love free stuff – and her use of colors gets our subconscious totally on board with signing up for her freebies – and her newsletter.
[clickToTweet tweet=”When we’ve done our research, we’ll really rock a landing page – no matter how long or short it is. #landingpages #bloggingtips ” quote=”When we’ve done our research, we’ll really rock a landing page – no matter how long or short it is.”]
Example 2: WordPress Lingo 101
Y’all, full disclosure: this is an affiliate link.
Disclosure: I, Kimberly Starr, receive commissions for purchases made through the link(s) in this post. See full disclosure here.
But… since the link is to a FREE WordPress Lingo download, well… no Ritter Sport for me today. *Sob*
Who is this page for? It’s aimed at two groups: beginner bloggers – and mid-level bloggers who are afraid they may have missed something.
Because who isn’t afraid of having forgotten something? Nobody wants to miss something that a novice should have already mastered…
In other words, it’s a great use of the psychology to nail a basic landing page for a free download. All without using the “YOU WON’T WANT TO MISS THIS!!” scare tactic.
You get the lingo cheatsheet, and she gets another subscriber to her email list where she can promote her other products.
Example 3: A Solid Win for Digital Stores
Our last example of the day is from Learn to Blog Hangouts. And yes, it’s another affiliate link. I’ve loved their courses – and their free 5-day DOMINATE course is worth several thousand times the admission fee of exactly $0. (still no Ritter Sport for me)
And as you look at this page, look at how the main image rotates between several of their courses. Each of their courses is, quite obviously, geared to the same audience of us. But each course answers a slightly different question that we may have.
The free 5-day DOMINATE course helps you set up your Google Analytics and Webmaster tools – the right way. Then SKYROCKET helps you increase page views and profits (while helping you understand the mysteries of Google Analytics).
And what do these courses offer the prospects who sign up? They offer the feature of a course – but the benefit of an actionable pathway to a successful blog.
Let’s sum up…
As you look at various landing pages, course descriptions, blog posts, sales pages, storefronts, or where ever else you go, keep your creative brief info handy. That way you can start analyzing each one. Then, when you write your own landing page or product description, you can gather all of those ideas, tap into your own well-thought-out creative brief, and positively nail the results.
Then, you can use some of those sweet, sweet data points from your analytics program to improve your landing page and increase conversions.
So let’s hear your thoughts… what are some of your favorite landing pages – and why?
For more on Landing Pages and Creative Briefs:
- The Creative Brief: 13 Questions to a Have Successful Landing Page
- When and Where to Use Landing Pages, Sales Pages, & Squeeze Pages
- The One Document Your Landing Page Depends on…
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