There’s a famous quotation that often ‘does
the rounds’ at marketing agencies. It comes
from Abraham Lincoln, who said,’ If I had
nine hours to chop down a tree I would spend the
first
three hours sharpening my axe.’
Briefs help you to sort
out actual facts from personal opinions (let’s face it, everyone
who gets involved in writing copy has heard lots
of those!). It is essential that you agree a brief
with whoever commissioned you, even down to ‘signing
it off’. This is because a brief should be
treated with respect, as if it was a written contract.
In fact, even if the only person commissioning
anyone is yourself, you should still write a brief
because it helps you to focus completely on the
task at hand. This chapter offers the definitive
answers to planning, writing and delivering an
excellent brief.
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