Marketing Objectives

Starter Guide: Get Started on Your 2018 Marketing Planning with Objectives, Goals and KPIs

With 2018 right around the corner, you have likely started setting marketing objectives for the new year. This is always an exciting exercise. I feel invigorated by the possibilities a new year holds, and I imagine you do, too. But, how do you know the right marketing goals to set that will meet your objectives? And how will you measure for success? Setting clear marketing objectives and key performance indicators (KPIs) are how you do just that.

SETTING MARKETING OBJECTIVES

A marketing objective could be considered your marketing strategy for a particular area, and it will likely include your goal. It should tie back to a specific business situation, and ultimately, support your company’s enterprise wide goals. Think of a business situation as a potential challenge or opportunity, that if addressed, will help achieve those broader enterprise wide goals.

3 Steps to Setting the Right Marketing Objective

Step 1: understand your business situation and write a few draft marketing objectives that could address it. This will be a brainstormed list that you will refine later.

Step 2: research the key factors that influence your company holistically: customer, business, brand and landscape. Analyze these aspects to inform which draft marketing objective is strongest, or possibly evolve an existing objective.

Step 3: identify your best, refined marketing objective, and create specific goals that further define what success would look like. Aim for 1 to 3 specific goals.

Let’s consider an example where your competitors have significantly larger social media audiences than you do. If this is the case, your marketing objective could be to increase your social media follower base. Your goal would go a click deeper and could be: To increase your brand’s social media follower base on Facebook by 5% in Q1 of 2018 among your A-list customers. You want to ensure your goal is SMART: Specific, Measurable, Attainable, Realistic, and Timebound.

Lastly, ensure your goal coincides with where your target customers are in their journey with you as a brand. These journey phases are: initial consideration, active evaluation, closure, and post-purchase. For example, the social media goal we described above is specific to A-list customers, who would be in the post-purchase phase, and already aware of and loyal to your brand.

CHOOSING THE RIGHT KPIs

KPIs are a measurable value that demonstrate how effectively you achieve your marketing goal. With your defined goal as a guide, list the 1–3 specific KPIs that track your progress toward achieving that goal.

3 Types of KPIs

There are 3 types of KPIs: operational, performance, and diagnostic. Operational KPIs are the degree to which customers successfully accessed or interacted with your product or service. A Performance KPI measures the success of a specific effort, such as the number of Call to Action responses. Lastly, a Diagnostic KPI is an internal measure that helps you determine your progress, like how many new accounts you followed on social media to grow engagement.

To identify the right KPIs to track, take your marketing goal and cascade it across these three types of KPIs. Take a moment to brainstorm what KPIs in each category you could track. I like to call this the diverge stage. Next, look at this list and converge on which KPIs would be the most hardworking to capture that truly measure the success of your goal. Looking back to our social media marketing objective and goal, you would likely want to track KPI’s such as the number of Facebook followers and posts with highest engagement (shares, likes, and comments).

New Year, New Goals

So, with the new year right around the corner, I hope you feel empowered and inspired in your planning. By choosing few, clear objectives – you will be set up for great success. I know I speak for the whole Noetic team when I say, we can’t wait to see what you accomplish in the New Year!

Brainstorm for quarterly tasks

Strong Communication Builds Strong Teams

At Noetic, our clients often hire us to help them understand their “WHO”—their customers and clients who make up their target audience. As a marketer, I always stress the importance of knowing the needs and desires of your target customer. This allows you to best communicate with them. It is paramount to understand this external audience. But, I want to share how it is just as important to know your internal WHO: your own team members.

Teams that communicate effectively enable each person to feel motivated, valued and understood. With this base, the sky is the limit on what you can achieve. Yet, communication styles vary greatly. So, it is many times easier to be misunderstood, or at least not understood fully. Noetic uses a tool to help teams know and understand each other better by simply understanding each other’s different communication styles. At the end of the day, communicating clearly and effectively internally, enables you to also communicate well with those outside of your company. And that is always the goal!

Communication Styles

As individuals, we all have different and unique ways of giving and receiving information—of communicating. We should celebrate and embrace our differences! They enable us to be nimble and versatile as a team, if channeled correctly and intentionally. Noetic uses a proven approach, first developed by Kirk Bridgman (2010), to help unlock communication differences for teams. Bridgman’s approach distills these differences into 4 styles: demonstrators, contemplators, narrators, and assertors. Let me show you a few examples.

A demonstrator is fast-paced, people-oriented and prefers an informal atmosphere. Demonstrators are our friends who are results oriented and run full steam ahead. They can be easy to spot, too – literally! They usually wear bright colors and sit in an open posture. If you have a demonstrator on your team, focus on relationship building and put everything down in writing. This ensures they can remember the important takeaways later.

Like all differences, communication differences can bring tension to our relationships if we are unwilling to try to understand the other person. Each style is predisposed to tension with certain other styles. Using the example above, a demonstrator is particularly susceptible to tension with a contemplator. Contemplators are task oriented, and are more indirect and slower-paced than their demonstrator team members. They are analytical, detail oriented and pride themselves in orderliness and accuracy. These are some significant differences from their demonstrator counterparts—so it makes sense how misunderstandings could arise.

Thoughtful Communication Avoids Misunderstandings

The best way to show you care about your team member is to communicate with them in the way they best receive information. So, perhaps try using less small talk with the contemplators on your team, and be well prepared with precise data. As you can see, knowing the various styles on your team minimizes relational misunderstandings that spring up because of different, and likely subconscious, communication preferences. Without knowing and understanding the differing styles on your team, it is easy to peg someone as lazy or disorganized. These types of misunderstandings can really damage your team synergies and efficiencies—and sometimes, can just be plain frustrating. We can’t help you with all the frustrations you might face on the job. But, we can bring clarity to your team’s communication. Let me share an example with you.

Real Story of Communication Breakthrough

We recently had the opportunity to help a company work through their internal communication roadblocks. This company was a global media content provider about to embark on their annual planning. They hoped to bring the team together more cohesively as they planned and prioritized initiatives for the coming year. Through an exercise on communication styles, each was surprised and enlightened to learn their own style. They were also surprised to see how many demonstrators were on the team. The sole contemplator came to understand why he often felt frustrated or misunderstood. Similarly, the other team members gained new insight in how best to communicate with him. Bear in mind, there are no wrong communication styles. But, there is a wrong way to handle these differences. By leading this communication style identification session, Noetic illuminated a path forward for the team to better understand each other and be more cohesive.

Unlock Communication for your Team

Do you know how your colleagues like to communicate? Do you know your own communication style? To be honest, when I first used this tool on myself, I was really surprised by the level of self-awareness I found! I learned so much about my own communication, but even more so about that of my colleagues. I realized the many ways I was susceptible to misreading others. From now on, I am able to better assess the style of any person I am interacting with. This awareness allows me to proactively adjust my communication, so we can better understand each other. I see a tremendous difference with this on a nearly daily basis.

Noetic is passionate about helping teams really communicate. We would love the opportunity to unlock communication for you and your company. We want you to be the best team you can be… ready to best serve and communicate with your customers.

The Power of Divergent Thinking in Marketing

As marketing consultants, it shouldn’t be a surprise that we advocate taking the time to flesh out a marketing strategy. We often see our clients rush into execution – we can all be guilty of this! One area we see this most often is in messaging. The temptation is to narrow in on one message right away in order to quickly execute on a marketing campaign. But, we recommend strategically thinking through the various options first.  I want to share the power of diverging before converging on one message. When you skip the diverge stage, you risk leaving value on the table by overlooking a message that resonates more deeply with your consumer. I want to help you have the most valuable conversations with your customers!

DIVERGE: THE MESSAGING MATRIX

We recently worked with a global energy company to help them craft the right messaging strategy. We began with purposeful divergent thinking. The first step in divergent thinking is to take a key insight for one of your target audiences. Then, list messages that connect this insight to a benefit your product or service has. Benefits could be primary, emotional, or functional – you want to list as many benefits as possible. For our client, their customer was dealing with anxiety due to instability in the energy industry. So, we connected this insight to benefits that directly addressed it. Lastly, we developed a list of testable reasons to believe that our client could fulfill this product benefit. You should repeat this process for each of your audiences.

CONVERGE: THE STRONG TEST

After going through the diverge process of forming various messages for each audience, it’s time to choose the single, right message to share with each. The average consumer sees nearly 250 marketing messages a day, so being targeted and clear is essential! This is the art of smart messaging, or picking the one thing you should be, and letting go of all the other things you could be. This is the second step of messaging: converging on the right one. To test the messages we constructed during the first step, we use the acronym STRONG:

  1. S: Single minded
  2. T: Targeted and relevant
  3. R: Real reasons to believe
  4. O: On brand
  5. N: New take
  6. G: Goals

Evaluate each message against this STRONG test, to see which messages pass. Just like the Survival of the Fittest, only the strongest messages should be used to engage your customer.

DIVERGENT THINKING: MARKETING’S SECRET WEAPON

Bringing us back to our example, we provided our client with 4 powerful messages – 1 for each of their main audiences. Using this 2 step process of diverging and then converging, we knew our messaging was powerful and would build trust and value with their audiences.

I hope you have been convinced of the power a marketer can leverage through divergent thinking! When we engage in this process, we are able to ensure our messaging is as strong as possible. Without this first step of divergent thinking, we risk picking the most obvious message to share. By diverging to see all the possibilities, we are sure to secure the BEST message that connects with our audience in a deeper way. And isn’t that the main purpose of marketing, anyways?

 

Noetic Blog Metaphor Insight header

How Marketers Can Use Metaphors to Fuel Insights

In our last blog post, I shared top competencies where marketers need training. We talked about the Who-What-How marketing framework and the importance of deeply understanding your customer in order to convey the right messaging in the right way. Knowing your WHO allows you to dig for high value insights. In this post, I’ll share how metaphors are a powerful tool to unlock these pivotal insights for your brand

The Importance of High Value Insights

In the marketing field, I am sure you hear how important it is to stay focused on your customer. Well, strong insights are the most critical factor in being able to stay customer centric! Often we push our products onto our customers. However, we should start with the customer’s unmet want or need and let this inform our product positioning. As marketers, our task is to dig deep into the minds of our customers to decipher these needs and wants. But, we all know this is easier said than done. Consumers do not always know what they need or want. What they truly wish for could be something undeveloped. Or, their true desires are so sub-conscious that they are unable to adequately articulate them.

Using Metaphors to Dig for High Value Insights

Metaphors are a powerful tool in unlocking these high-value insights that consumers have a hard time conveying. Metaphors help us think about things differently, and tap into those hard to reach insights. The first step is to take your WHO and create a sub-conscious metaphor for them regarding their product experience.

As an example, we recently worked with a higher education institution. We conducted interviews with students and faculty and connected their comments with metaphors to uncover insights. Students at this institution felt like they were expected to forge their own path versus carrying out a scripted experience. Thus, the metaphor we might connect is that students feel like they are the captain of their own ship. This reveals that students want the autonomy and opportunities to create the tailored collegiate experience they desire. It should be noted, your metaphor and subsequent insights are not to be shared overtly. These insights simply inform your messaging to make it more targeted and powerful. This in turn helps you to reach your goals and KPIs.

The Power of Metaphors in Marketing

We are not the only ones who advocate on behalf of metaphors. Gerald Zaltman and Lindsay Zaltman, authors of Marketing Metaphoria, share the power of metaphors in this Harvard Business School article. They state: “because deep metaphors are shared by consumers who may vary considerably on the surface, they become very powerful tools for developing new product concepts, communicating about them, restructuring market segmentation strategies, and simplifying product design processes.” Clearly, metaphors are a very useful tool to add to your marketing arsenal!

Tying this back to our example, we recommended to our higher education client that they create messaging for prospective students highlighting the unique experience they can create for themselves. From the research and using metaphors to unlock high-value insights, we knew this message would resonate deeply with the kind of student this institution was hoping to capture.

Noetic

At Noetic, we deeply believe in the imperative role high value insights play. In fact, our firm’s name was derived from this belief. Philosopher William James defined noetic as “insight into depths of truth unplumbed by the discursive intellect. They are illuminations, revelations, full of significance and importance, all inarticulate though they remain; and as a rule they carry with them a curious sense of authority.”

Once you have uncovered key customer insights, let’s talk through how to develop strategies that leverage these insights. It would be my pleasure to help you create a strategy that is truly noetic.

 

Noetic Consultants Training Marketing Competencies

Top Competencies Where Marketers Need Training

“What are the top competencies where marketers need training?”

The leader of a large marketing organization recently asked me this. It’s a great question. Not only did she seek to prioritize effort and dollars, she also asked the right question. Rather than focusing on the most important competencies to master, she wanted to know the right competencies to train for.

If you’re unsure about where your marketers need training, use this simple WHO-WHAT-HOW construct to help you comprehensively assess their needs:

WHO:

Do your marketers know how to mine data and insights in order to understand your audiences and how best to connect with them? To think through this, ask yourself:

  • Do they know how and where to access the data?
  • Do they regularly make a point to do so?
  • Do they know how to cut through data density to extract the important takeaways?

Although your organization may have an analytics team who provides data and insights, your marketers must accurately connect with their findings to uncover how relevant they are to your target audience.

WHAT:

Do your marketers know how to create a tight, strategic brief to meet the specific need of a given campaign? Ask yourself:

  • Do the briefs I see (or author) inspire me?
  • Does our team write focused briefs?
  • If applicable: Does our agency think our briefs are clear and inspiring?
  • Do we often suffer rounds of creative review that lead to revisiting the focus of (or lack of) the brief?

In order to unleash the creativity needed to shape the most effective message for your target audience, your team must start with a great brief to achieve campaign goals.

HOW:

Do your marketers give effective creative feedback and direction? To think about this, ask yourself:

  • Is our creative as powerful as it can be?
  • Are our marketers primarily making executional comments about the work they review?
  • Do we use the brief as a critical tool to determine if the creative is delivering on the strategy?

In addition to creating a more effective campaign, knowing how to give feedback also helps build trust and collaboration on the team.

For the most part, core competencies can—and should—be learned on the job. Due to the fast pace of change in our industry, even the most process-oriented organizations are hard pressed to have their marketers excel in certain areas. For this reason, they require overt training efforts to kick start the competency.

Once you’ve considered the WHO-WHAT-HOW issues above, let’s talk through how to develop a comprehensive training program to address them. It would be my pleasure to help.


Nancie Head Shot-Edit 200x300Noetic teaches engaging and effective live and live webinar-based courses on marketing topics such as:

  • Customer-centric marketing
  • Writing effective Marketing Briefs
  • How to Review Creative effectively
  • Creative problem solving for Marketers
  • And more

Our courses help marketing departments provide a strong marketing foundation for younger employees while providing new skills or refresher courses to more seasoned employees.

We would be delighted to discuss one or more of our marketing trainings with you.

goal without plan is just wish

Goals that achieve a greater sense of accomplishment in 2017

Now that you are recharged after the holiday break, consider thinking about (or re-thinking) your organization’s 2017 goals and how you will achieve them. Do you have a good plan in place for the year? Do you feel stuck or vague on what you are striving to achieve? If you feel that YOU are clear, are you sure that those who report to you feel the same way?

Goal setting is all about knowing where you want to go, and charting the steps to get there. Whether you manage a large organization or a small one, you undoubtedly have goals that you want to achieve. Here are six steps to help you set goals and create the steps needed to achieve them.

1. Create a hearty list of struggles you would like to address.
If you have a team, consider creating the list with them. Doing so will help everyone be invested from the start. Once the struggles are noted, narrow the list to 7 or 8 by having each team member vote for their top three. This narrowed list will become the basis for the goals you will set for the year.

2. Create S.M.A.R.T yearly goals to address the 7–8 struggles.

Craft goals using the S.M.A.R.T. format

Craft goals using the S.M.A.R.T. format

Each goal should be a direct response to a struggle, and written using the “S.M.A.R.T.” format (Specific, Measurable, Achievable, Realistic and Timely). For example, an “un-smart” goal might read, “Create a new training program.” A S.M.A.R.T. version of this might be, “Create a social media training program that will launch by Q3 this year.” The S.M.A.R.T. format lets the team know what “done” means when the goal has been achieved.

3. Brainstorm “bite-sized” quarterly goals.

Brainstorm with team members

Brainstorm with team members

List the actions that are necessary to achieve the yearly goal in chronological order. Then determine which of those actions will be realistic to implement within the three-month periods leading up to when the yearly goal should be achieved. Apply the S.M.A.R.T. format to the actions to create quarterly “bite-sized” goals. Using our same example, the training program’s quarterly goal might be, “Complete an assessment of social media skills and needs of the team by the end of March.” Like the struggles list, consider creating the list of actions across all four quarters of the year with your team members.

4. Assign quarterly goals to your team members.
When doing this, you may want to first ask each member which goal(s) they feel best suited to lead, and let their opinion help drive the decision. Consider that it may be best to have different people lead different yearly goals each quarter. This enables you to take advantage of the breadth and depth of your team’s skill sets, and could help generate a collective sense of success across the team.

5. Hold weekly check-ins.
Spend 10–15 minutes with each team member weekly to check in on their progress against their quarterly goals. This is important to ensure accountability and to give them the opportunity to ask for help if they aren’t progressing. The entire team could—and should—be leveraged to brainstorm how to move forward. But the person leading the quarterly goal is responsible for ensuring that action happens week to week.

6. Conduct quarterly meetings.

Conduct quarterly reviews to track progress

Conduct quarterly reviews to track progress

Meet with each team member toward the end of the quarter to assess quarterly progress toward achieving the yearly goal. This is also a good time to review (or recalibrate) the next quarter’s goals. If you have crafted the yearly and quarterly goals using S.M.A.R.T., determining if the goals are “done” or “not done” should be easy. Although achieving every yearly or quarterly goal may not be completely within a team member’s control, significant progress should be visible after each three-month period.

Good planning is all about knowing where you want to go and charting out the steps to get there. It’s not too late for your organization to create and follow a plan that will guide you to greater success in 2017!


Nancie Ruder Noetic Consultants

Nancie Ruder


Noetic Consultants knows that your ability to articulate your strategic vision then translate it into action—defines your path forward and, ultimately, your success. We provide the experience, guidance and know-how to focus your team and engage them in a collaborative, forward-thinking manner. We can work with you to facilitate structuring your annual strategic plans, setting your organization’s yearly, and much more.

 

 

Stories as Sales Tools: Noetic Training Workshop

Stories as Sales Tools: Noetic Training Workshop

It’s official: our brains love a good story. In fact, compelling stories have the power to change our attitudes, beliefs, and behaviors… but most of us aren’t confident in our ability to craft and tell stories that will move our businesses and careers forward. This can become a serious deficit, since career development involves convincing colleagues to support our initiatives.

Luckily, storytelling can be learned. Noetic developed “Craft a Story to Sell Your Idea,” a training workshop that provides tools and step-by-step directions for crafting powerful stories that will make you more effective in your work.

Recently presented by Noetic president Nancie Ruder at the 4A’s 2016 Stratfest in New York, this training workshop can help you and your team raise your skill level at selling initiatives internally, gaining buy-in and support from peers and superiors, and launching products and services to new audiences. Contact  info@noeticconsultants.com and mention storytelling training to learn more.

Webinar-Training-Done-Right

Webinar Training Done Right: What to Look for When Hiring a Trainer

Webinar trainings can combine the best of both live and online learning. Trainees get to interact with a live trainer who makes learning fun and memorable. Corporate Learning departments save considerable money on travel, minimize meeting expenses and conserve the precious resource of employee time. Unfortunately, webinar training is difficult to do well.

Learning via webinar is inherently a passive experience. This means that your trainer and training materials need to work very hard to engage and reengage trainees sitting at their desks in front of computers. We have learned a lot about how to do this well over the past five years and would like to offer corporate learning leaders this guidance for how to hire an excellent webinar trainer.

In order to gauge how effective a trainer and her training material will be, first request a sample of her work in short video form or ask to sit in on a live webinar training. Here’s what you should look for when vetting your potential trainer’s work:

  1. A great trainer NEVER reads words on the screen that her audience can read at the same time. Why? Slides filled with text read out loud by a trainer offer a guaranteed trip to Dullsville.
    • Effective trainers are first and foremost practiced speakers who know how to keep their audience’s attention. Furthermore, a great trainer, even if she in reality is reading a script, will have rehearsed enough in advance to be able to present the material in a comfortable and conversational way. Trainers who let their personalities shine through gain an invaluable rapport with trainees.
  1. Effective training webinars are interactive.
    • To keep trainees’ attention and to make sure that they’re learning, the trainer must keep the audience “talking” and providing feedback OFTEN. Good trainers employ every interactive capability that webinar platforms offer. Engaging with polls, chats, raising hands and whiteboard input all keep trainees wide awake, reinforce important points and cement learning.
    • Look for storytelling techniques that keep trainees wondering what will happen next. If a trainer can weave one interesting narrative illustrating the material throughout the training, this can be very effective at piquing and maintaining trainee interest. Short stories woven throughout will also stimulate emotional interest along with intellectual curiosity.
  1. Onscreen visual engagement is key!
    • Static, unmoving slides are easy to tune out and ignore. Effective training webinars bring movement to each and every slide to stimulate the visual processing area of trainees’ brains. When we want to make a point more memorable, we animate it in some way. This doesn’t mean that we use every cheesy animation technique in the PowerPoint toolkit: we don’t. But we do get and keep our trainee’s attention with images and short text blocks that appear, fly in, pulse and radiate.
  1. An effective trainer will offer fresh thinking.
    • Good trainers should surprise you. Their scripts and training decks should contain material you hadn’t thought of, presented in ways you haven’t seen before. If a presentation has a “been there, done that” feel to you, your trainees will surely tune it out.

The next time you engage a trainer or training company to develop a single training or an entire curriculum, keep these guidelines in mind. We’re confident that they will help you and your company train effectively while keeping your trainees’ happy too.


Nancie Head Shot-Edit 200x300Noetic teaches engaging and effective live and live webinar-based courses on marketing topics such as:

  • Customer-centric marketing
  • Writing effective Marketing Briefs
  • How to Review Creative effectively
  • Creative problem solving for Marketers
  • And more

Our courses help marketing departments provide a strong marketing foundation for younger employees while providing new skills or refresher courses to more seasoned employees.

We would be delighted to discuss one or more of our marketing trainings with you.

Is Your Brand Portfolio a Mess? You’re Not Alone.

Marketers typically fall into brand portfolio management “after the fact”:  you’re tasked with overseeing several brands—developed internally or via acquisition—but they don’t form a coherent whole. Perhaps most of your products or services share your parent company’s name but those acquired over the years do not? Or, conversely, your parent company has taken a “house of brands” approach to its portfolio (similar to Procter & Gamble) and developed many brands over the years that have become unwieldy and difficult to manage?

At the end of the day, all of the brands compete for your company’s marketing dollars. Some may even compete with each other for customers. How do you bring order to this messy situation in order to maximize your marketing resources?

Consider this example: Noetic recently completed work for a non-profit healthcare provider that had a strong brand but had grown over the years by merging with and “bolting on” other organizations with similar missions. Some of these organizations were subbranded under the parent’s name (creating very long, unwieldy names), while others maintained their independent existences (thereby losing the opportunity for joint fundraising and messaging). The CMO knew that she needed to bring order to her house before she could continue to grow.

Here are some of the questions we asked the organization’s leaders:
  • Are your resources deep enough to support several brands? How many?
  • Is each brand distinct enough to warrant its own existence?
  • Will you lose target customers if you phase out subbrands (but not the products or services associated with them)?
  • Will you experience MORE pain maintaining subbrands or phasing them out?
  • What opportunities does restructuring your brand architecture create for your organization?

After conducting internal research and holding a brand workshop with key managers, we helped the organization come up with a plan: those subbrands whose target audiences overlapped most with the parent brand would be phased out over time and ultimately be branded with the parent organization. One subbrand serving teens that had built up years of equity and credibility with this audience would maintain its separate existence. Today, the organization is moving forward with clarity and purpose.

Most portfolio management dilemmas are challenges you happen upon after the fact or you inherit from those before you. If you find yourself with a messy brand portfolio, know that you are in good company. With some effort, creating a hard-working architecture that makes sense and works FOR you rather than against you is within your reach.


NNancie Head Shot-Edit 200x300oetic is a marketing consultancy specializing in brand strategy, research & training.

We are built upon an avid curiosity about varied businesses and their unique strategic challenges. We provide a fresh perspective and intelligent thinking without a rigid agenda that requires starting from scratch.

Our “I.D.E.A.” approach always starts with the vision our senior executive clients set. And our mission is to help our clients release their team’s full potential to achieve that vision.

The 5 Deadly Sins of Brief Writing

The brief is the cornerstone of any customer-centric B2B or B2C marketing effort. It’s where objectives, messaging, target audience, customer insights, metrics and channel approach come together in one key document that will keep everyone on track.

But let’s be honest. Writing a brief isn’t always easy! And writing a brief brief (pun intended) is even harder.

It takes some time and strategic thinking to know what is important to include…and what is not. Since the brief needs to be something your team will actually read, it should be clear, insightful and succinct. After reading it, every person should be on the same page about what the marketing effort needs to achieve.

In our experience there are several pitfalls that trip marketers up when they write briefs. We call these the “5 Deadly Sins of Brief Writing.” On your path to a powerful, succinct and motivating brief, here are the “sins” that you should steer clear of:

  • Gluttony: Are you putting too much in the brief? Are you “kitchen-sinking,” so you don’t have to decide what is important…and what isn’t? Could you be more focused and single minded in how you communicate?
  • Sloth: Are you crafting the brief as quickly as possible just to get through it and meet a deadline? Are you putting as much strategic thought into it as you need to?
  • Hubris: Are you crafting the brief single handedly, without consulting or collaborating with key partners?
  • Pride: Have you received feedback from key partners, but aren’t acting on it to improve the brief? Are you thinking that you know best?
  • Envy: Are you wishing you could work on a more exciting project? Are you focusing more on what you’d rather be doing than on what you need to do?

Spot the sin, correct it and create a brief your team will embrace. Because the stronger the brief, the stronger the marketing effort. And with that comes a stronger emotional connection your customer will make with your brand.


Noetic is a marketing consultancy specializing
in brand strategy, research & training.

We are built upon an avid curiosity about varied businesses and their unique strategic challenges. We provide a fresh perspective and intelligent thinking without a rigid agenda that requires starting from scratch.

Our “I.D.E.A.” approach always starts with the vision our senior executive clients set. And our mission is to help our clients release their team’s full potential to achieve that vision.