Once you’ve introduced your provider to your brand and your goals, it’s time to acquaint them with your target market. Again, the more information they have, the more “en pointe” and precise the ultimate product will be. You can create buyer personas to help your supplier to really get under the skin of your target market and produce even more effective work.
4. Benchmark your competition
This is a very good way to show your provider exactly what you’re looking for. Browse your competitors and share them with your provider. Split them into two – a group of examples you think get things right and a group of examples where you think they’ve got things wrong. Include details to convey precisely what you do and don’t like. i.e:
Like: High contrast typography, multimedia resources, casual ‘young’ feel
Dislike: Style of photography, scrolling window feature
5. Be precise
Miscommunication and misunderstanding is a big problem rcs database with marketing briefs and it really pays to be precise. DOs and DON’Ts with examples can be helpful. For instance, if you are requesting an article from a copywriter here are some pointers you may want to provide:
DO reach out with friendly language which appeals to a younger audience.
DON’T use overly colloquial language, bad language or unusual slang.
This approach doesn’t just tell your supplier what to do, it also gives them clear parameters which ensure they don’t misunderstand your requirements and go too far in other directions.
6. Be firm on budget and timescales
If you have a budget be transparent about it., Be firm, clear and precise, especially regarding what you expect for your money. If you don’t have a budget a ballpark budget is ok.
Share timescales with milestones if it is a larger project.