Start with a person
“Everyone” is rarely a helpful creative audience. Describe a person in a buying situation: what they want, what they are worried about, what they have already tried, and what would make them pay attention now.
Find the useful tension
Good creative often makes a familiar problem feel newly clear. What is frustrating, confusing, or unnecessarily difficult in your category? Your offer needs a credible role in resolving that tension.
Choose one job
A single piece of creative cannot introduce the brand, explain every feature, answer every objection, and close the sale equally well. Decide what this piece should do and what the next piece of the journey will handle.
Give the work boundaries
Useful constraints include the format, channel, offer, production realities, approval process, and the claims you can support. Constraints create focus; they do not have to flatten the idea.
Make feedback specific
Instead of “make it pop,” describe what is not working. Is the offer unclear? Is the product lost? Does the tone feel wrong for the audience? Feedback tied to the brief gives the next version a direction.
Thinking about how this applies to your business?
Let’s talk about it