Agencies do their best work for clients who brief well. That is not flattery; it is arithmetic. A clear brief removes two rounds of revisions.
Start with the business problem
Tell us what needs to change in the business, not which deliverable you want. A request for more blog posts and a need for forty more demo requests a month lead to different plans.
Share the numbers
- Revenue target and current run rate
- What a customer is worth
- What has been tried and how it went
Name the decision maker
Work slows down when feedback arrives from people who were not in the briefing. Decide who signs off before the project starts.
A good brief fits on one page. If it takes ten, the thinking is not finished yet.
