As people in the workshops find through the interactive sessions, it’s pretty easy to write a bad creative strategy. One with direction that is too unfocused. One that doesn’t provide enough insight into the target audience. One that mistakes a product or company attribute for an end-user benefit.
It takes a lot more thought and effort to write a great, inspiring creative strategy. A great strategy makes sacrifices. It says “Here is with whom we will compete in this creative.” It says “Here is the demography of the audience that we most wish to reach.” It is not everyone. It is the group you most want your effort to impact. It says “Here’s how the target thinks and feels.” What is going on in their lives where your product or service can help?
These things take thinking. And refinement. And time to develop.
You don’t need vast amounts of research to provide answers to questions like “Who is the competition?” or “What is demography of the target audience?” I demonstrate in Get Better Creative workshops that what I call “Professional Judgment” often gets you a long way there. Professional Judgment is a nice to term to describe the accumulated knowledge and insights we each carry around from interactions with other people in the organizations, experiences we have had, the ability to think through stuff, etc. And even if your Professional Judgment is not 100% right, trust me, it’s better than no information or just urping something up to fill in the strategy document.
Yes (sorry), writing a strong creative strategy takes time and effort. But it will be worth it in the end creative product.