Business Creative Brief

(NAME) Business Brief Avatar Analysis * What is the biggest problem(s) you enjoy solving for clients? * Describe the best client/patient you’ve ever had? * Describe the worst client/patient you’ve ever had? * What was your best client worried about before they became a client? * What did your best client/patient WANT before they became a client? * Describe the “worst case” / nightmare scenario for your client/patient? * List any mistakes your ideal client is making right now in an attempt to solve their problem on their own. * Removing the “how,” and instead just focusing on the “what,” how would you advise your client/patient to fix their problem? * Who would you say are your top 3 competitors? Offer Analysis * Describe your client’s current situation: Where are they stuck? What is broken? * What is the cost of them staying where they are? (Financially, emotionally, time, etc) * What is the number ONE most important thing they want to accomplish in their life (or business, if your client is more B2B)? * What are the 3-5 necessary steps you walk them through that will get them to THEIR finish line? * What is it worth to them to get their desired results? * In one sentence, describe what you do for your clients in a way that makes sense. * What is your core promise? * What ‘sacred cows’ do you kill? In other words, what industry problems or practices do you stand against? Or what do you see others teaching your market that you hate or disagree with? * What do you believe to be your SINGLE most competitive advantage is? * What are you most proud about in your business? * Describe the emotional benefits your clients’ derive from working with you. (ex. they enroll in my ads agency, and no longer have to worry about where leads come from… which means they can spend time with family without being on their phone trying to ‘fix’ their business while their kids play in the living room without them. etc) * What is it about your program / service that distinguishes you from your competitors? You may have more than one. * Why MUST a prospect buy from YOU instead of anyone else?