CREATING EFFECTIVE ADS N SOCIAL MEDIA:

You now understand the

different components that make up a social media ad. But what makes an ad effective? By the end of
this video, you will know how to

evaluate whether an ad is set up for success.

Let's take a look. Remember, an ad has

five core elements. First, there's the

target audience, then the copy of the

texts of the ad, then the Creative, an image or a video that call to action, CTA, and finally,

the landing page. For an ad to be effective, it's important that it's

5-core elements work together. Everything has to match and

here's what that means. First, the message

you communicate has to be right for

the target audience. Then the image you select

has to match your copy. There should be clear call

to action that expresses what you want your target

audience to do next. Then the ad and

the call-to-action should match what people will

find on the landing page. Let's look at what an

effective Instagram ad for Calla & Ivy might look like. This ad here is

targeted to design conscious women between

the ages of 30 and 44, who have a need to

beautify their home. That's the target audience. The copy reads, "Bring the

spring colors into your home." Well, that should be appealing

to women who want to add some beauty to

the home interior. The image shows a

beautiful spring bouquet which reflects exactly

what the text promises. There's a call-to-action,

CTA in the form of a button that says, "Shop Now." Well, that is clear. When you click, it brings you to
this landing page here that shows the exact bouquet from the add and you can buy

right from this page. That matches very well

and the ad makes it easy for the user to follow through on

the call-to-action. That is an effective ad. Now, let's look at

this Instagram ad, again, for Calla & Ivy. The target audience is the same. Design conscious women
between

the ages of 30 and 44, who have a need to

beautify their home. The copy reads, "New, Discover our wild rose bouquets. Enjoy 20 percent off
today." That matches the

target audience well. Roses are beautiful

and this target is interested in

discovering bouquets that can improve

their home interior. The image, however,

is of a bouquet of tulips and that is odd. The image doesn't match

the copy and that can be very confusing to users. The CTA says, "Shop

Now", which is clear, but because of the

conflicting texts and image, the users can't really know what to expect when they

click on the button. Roses or tulips? That confusion can lead to people skipping

the ad altogether. The landing page is one of

a beautiful rose bouquet and you can buy the bouquet, but unfortunately, it is not

was in the image of the ad, so some users may

be disappointed. Now, let's look at a few

examples of real-life ads. Here's an example of an ad on Facebook for The Guardian

Weekly magazine. While we don't know what

the exact description of the target audience is, we can imagine that they

would be looking to attract people who are interested

in news and world affairs. The copy in this ad is clear

and it should appeal to this audience and it very clearly states

what the offer is. The images in this ad

reinforce the text. They reiterate the offer

and they show the magazine. There is a clear

call-to-action button that tells users to take

the next step. When users now click on the ad, they see this landing page here, which is clearly related
to the ad and shows the

exact same offer. The user can immediately proceed

from here and subscribe. Here's another example of an

ad for PayPal for Business. This ad is targeted to

small business owners. Again, the copy of the

message is very clear. The associated image is related to the copy and

while it's harder to come up with an appealing image for a more abstract

service like this one, PayPal was able to express the functionality of its

platform in its image. It's a clear

call-to-action message in the form of a

button that says, "learn more" and when

you click on it, you land on a landing page that clearly relates to the ad and follows through on

the promise to teach you more about the platform.

HOQ UR BUSINESS GOALS DETERMINE UR KPI S:

In the previous video, we

saw how important it is to be first clear about

your campaign objective, before beginning with

the actual ad creation. In this video, you

will learn how to create compelling visual assets, so your ads are effective at delivering

the results you want. A photo or video that pops out, really gets people to stop and spend some time
with

you and your ad. The good news, you don't need to spend a fortune on a

photoshoot our film crew. But before we dive deeper into some tips for creating

compelling visuals, it is helpful to look at some different sources

for your creatives. Consider the following

options as a starting point. Have a look at your

existing posts. What sort of posts you

ran in the past that matches your campaign objective

and got a lot of engagement that you feel

was pretty successful. Well, why not use that

post for your campaign? Another option is to use product images you might have created for your online
shop. Show your product

from different angles and in different contexts. To create attention-grabbing

ads that feel like a familiar part of

someone's social fabric, show images of people

benefiting from your product, instead of just the

product itself. For authentic photos of

people using a product, have a look at the content

your customers have generated and shared

on social media. Typically would need

to ask them for their permission before

you can reuse their work, but the effort is worth it. Remember, social media is all about authentic

native content. Having creatives that

come directly from your target audience

can be really powerful. If you have a specific setting in mind and you don't have

any existing content, shoot it from scratch. This doesn't have

to be expensive. You can use your

phone's camera to take compelling photos or videos. There's some great apps out

there that help you turn your idea into effective

visuals in just minutes. We have some recommendations

to get you started later. If you do prefer professionally

shot videos or photos, but you don't have

the resources or knowledge to create

them yourself, you can also consider

stock images or videos. There are many vendors

that offer millions of creatives for you to use or

tweak to meet your needs. In some platforms

such as Facebook, even have whole library of high-quality stock images that you can just use in

your ad for free. Taking your own image

with your phone or camera can feel daunting, but it doesn't have to be. Don't be afraid to experiment

or take multiple images of the same object or background until you

find what looks best. Also, remember you can

test different versions of the same image later when

you run your campaign. No need to predict exactly

what will work best. With eight simple

photography tips that you can use to make better

images for your ads. Number 1, think mobile first. Look at images on a mobile

device and makes sure that the main subject is clear and any text is legible

on a small screen. Number 2, keep it simple. You don't need a ton of props or complicated staging to

create a compelling image. Number 3, follow the

rule of thirds. Don't center your subject. Instead, your subject

should be closer to either side or along the top

or the bottom of your image. But there's one exception. Faces can be anywhere

in the frame and bigger is often better. Number 4, try varied

perspectives. Mix big and small things and try different perspectives

of your subjects to create interesting contrast. Number 5, use

interesting layouts. Consider organizing multiple

objects neatly to create an appealing design and then photograph the

display from above. Number 6, add a focal point

and different textures. Make sure that you have a

clear subject in the image, and play with textures to

create an interesting contrast. Number 7, light and shadow

create a nice contrast. Use bright lights

and deep shadows to create a stark contrast that can make your photos

more interesting. Number 8, use attractive

color combinations. Keep a color wheel handy, and use it to create

interesting color combinations when selecting

subjects for a photo. If you follow these simple tips, you can create compelling

photos that pop out in the social media feeds

of your target audience. You can apply most of these

tips also when you create videos for your ads

and your smartphone, as a great tool to

get you started. But before you shoot

your first video to use in a social media ad, here are three things you

want to keep in mind. First, think vertical. Most people hold their

smartphone vertically, and to scroll Facebook

and Instagram stories. Shoot your video holding your

phone in a vertical way. This way, your videos will

use more of the screen. Number 2, you also want to

keep your videos short. Fifteen seconds should

be your maximum, but you usually only get about three seconds often lasts to grab people's attention.
Last but not least, your video should make sense

even with the sound off. When people scroll online, videos are usually muted, and you can't assume
people will tap your video to hear the sound. So pick a moment that

doesn't need it, the sound should

improve your video, not detract from it and you

can always use captions. The bottom line here

is that the content of the video matters so much more than the

production budget. Your video should be

rich in imagery and say something authentic about

your business or product, and in as little

time as possible. If you've both images and videos, create different ads with each. Using different
creative

assets in your ads will help you learn what resonates

best with your audience. Now that you've

learned how to create compelling visual

assets for your ads, we can move on to the

copy of your ads. In the next video, we'll go over how to best structure

your ad copy. I will walk you through some tips for writing effective copy.

TIPS FOR SOURCING AND CREATING AD VISUALS:

In the previous video, we

saw how important it is to be first clear about

your campaign objective, before beginning with

the actual ad creation. In this video, you

will learn how to create compelling visual assets, so your ads are effective at delivering

the results you want. A photo or video that pops out, really gets people to stop and spend some time
with

you and your ad. The good news, you don't need to spend a fortune on a

photoshoot our film crew. But before we dive deeper into some tips for creating

compelling visuals, it is helpful to look at some different sources

for your creatives. Consider the following

options as a starting point. Have a look at your

existing posts. What sort of posts you

ran in the past that matches your campaign objective

and got a lot of engagement that you feel

was pretty successful. Well, why not use that

post for your campaign? Another option is to use product images you might have created for your online
shop. Show your product

from different angles and in different contexts. To create attention-grabbing

ads that feel like a familiar part of

someone's social fabric, show images of people

benefiting from your product, instead of just the

product itself. For authentic photos of

people using a product, have a look at the content

your customers have generated and shared

on social media. Typically would need

to ask them for their permission before

you can reuse their work, but the effort is worth it. Remember, social media is all about authentic

native content. Having creatives that

come directly from your target audience

can be really powerful. If you have a specific setting in mind and you don't have

any existing content, shoot it from scratch. This doesn't have

to be expensive. You can use your

phone's camera to take compelling photos or videos. There's some great apps out

there that help you turn your idea into effective

visuals in just minutes. We have some recommendations

to get you started later. If you do prefer professionally

shot videos or photos, but you don't have

the resources or knowledge to create

them yourself, you can also consider

stock images or videos. There are many vendors

that offer millions of creatives for you to use or

tweak to meet your needs. In some platforms

such as Facebook, even have whole library of high-quality stock images that you can just use in

your ad for free. Taking your own image

with your phone or camera can feel daunting, but it doesn't have to be. Don't be afraid to experiment

or take multiple images of the same object or background until you

find what looks best. Also, remember you can

test different versions of the same image later when

you run your campaign. No need to predict exactly

what will work best. With eight simple

photography tips that you can use to make better

images for your ads. Number 1, think mobile first. Look at images on a mobile

device and makes sure that the main subject is clear and any text is legible

on a small screen. Number 2, keep it simple. You don't need a ton of props or complicated staging to

create a compelling image. Number 3, follow the

rule of thirds. Don't center your subject. Instead, your subject

should be closer to either side or along the top

or the bottom of your image. But there's one exception. Faces can be anywhere

in the frame and bigger is often better. Number 4, try varied

perspectives. Mix big and small things and try different perspectives

of your subjects to create interesting contrast. Number 5, use

interesting layouts. Consider organizing multiple

objects neatly to create an appealing design and then photograph the

display from above. Number 6, add a focal point

and different textures. Make sure that you have a

clear subject in the image, and play with textures to

create an interesting contrast. Number 7, light and shadow

create a nice contrast. Use bright lights

and deep shadows to create a stark contrast that can make your photos

more interesting. Number 8, use attractive

color combinations. Keep a color wheel handy, and use it to create

interesting color combinations when selecting

subjects for a photo. If you follow these simple tips, you can create compelling

photos that pop out in the social media feeds

of your target audience. You can apply most of these

tips also when you create videos for your ads

and your smartphone, as a great tool to

get you started. But before you shoot

your first video to use in a social media ad, here are three things you

want to keep in mind. First, think vertical. Most people hold their

smartphone vertically, and to scroll Facebook

and Instagram stories. Shoot your video holding your

phone in a vertical way. This way, your videos will

use more of the screen. Number 2, you also want to

keep your videos short. Fifteen seconds should

be your maximum, but you usually only get about three seconds often lasts to grab people's attention.
Last but not least, your video should make sense

even with the sound off. When people scroll online, videos are usually muted, and you can't assume
people will tap your video to hear the sound. So pick a moment that

doesn't need it, the sound should

improve your video, not detract from it and you

can always use captions. The bottom line here

is that the content of the video matters so much more than the

production budget. Your video should be

rich in imagery and say something authentic about

your business or product, and in as little

time as possible. If you've both images and videos, create different ads with each. Using different
creative

assets in your ads will help you learn what resonates

best with your audience. Now that you've

learned how to create compelling visual

assets for your ads, we can move on to the

copy of your ads

WRITING EFFECTIVE COPY FOR YOUR AD:

Let's talk about words. The copy you choose to include in your ads can make
a big difference between a message that's heard and a message

that's ignored. In this video, I will walk you through a few tips for

writing great ad copy. Here are two Facebook ads DCB Cleaning Services

has created to promote a paleo dietary plan

that they want to introduce as part of their

snack wall offering. Paleo means that the

diet is based on foods similar to what might

have been eaten tens of thousands of years ago. If the goal was to

get people to sign up for their 30 day diet challenge, tell me which ad you

think is better. The first says, "Stop

counting calories and take off inches with

our 30 day challenge. Real food, filling meals

that curb cravings." The second says, "Lose

weight in 30 days. Try the Paleo diet." If you were looking

for a dietary plan, which ad would you click on? Well, the second example

has one thing going for it, it's short and sweet, but also pretty vague. The first example, however, is a lot
more effective. It addresses the objective of the targeted audience in a

concise and familiar way, taking off inches

while also addressing a typical objection,

counting calories. It then introduces a solution, the 30 day challenge, that, unlike other diets, contains

real and filling foods. The headline of ad one

is also more effective, and uses a customer rating of five stars and a quote to

demonstrate social proof. The advertiser included a

call to action button that points people directly at what they're supposed to do next, and more about
the

30 day challenge. Well, I would click on the

first ad, how about you? But before you put

down any words, go back to your audience

and your objective. Who are you targeting

and what do you want them to do as a

result of seeing your ad? With that in mind, you're

now going to organize your copy using a simple

three part framework that advertising

expert Molly Pittman shared on the social

media marketing podcast. I will share a link to the podcast in the

course resources. The three parts are; opening, transition, and call to action. Let's start with the
opening. This is the most important

element of your ad copy. Because depending on the

length of your copy, this might just be

the first sentence or the first paragraph. But especially on mobile, your opening as

crucial as users will often only see the

first sentence or so before they have to click to expand the

rest of the copy. In your opening, you want

to accomplish two things. First, call out your audience. Imagine for a moment that

you're in the business of producing and

selling Almond milk. While you don't have

to directly address your audience in a

proper sentence such as, "Hello almond milk drinkers" you should use words that

suggest who the ad is for. In this case, it would be

a good idea to include the words almond milk or non-dairy milk in

the first sentence. Alternatively, use words to describe your target audience, such as 'lactose

intolerant' or 'gut health' if your goal is to

reach people who have a specific need or interest. You could, for example

start your opening with, "As a coffee lover with

lactose intolerance" Or, "Looking for a healthy

milk alternative?" In any case, make sure that the people you

want to reach have an easy time understanding

that your ad is for them. Second, pique the curiosity

of your audience. To do that, you can use a number of what Molly calls hooks, and here are a few

options you can test. Pain points can be a great hook, so speak to a pain point

you know your audience has. You can also pose a question that addresses a particular

pain points such as, "Can't drink dairy milk

but love a good latte, we have got you covered." See how these two

sentences both call out their audience and

pique their interest. Another option is to create

a hook, are feelings. Similar to addressing your

audience's pain points, you can describe

how your customers felt before using your product. Or describe the

feelings a customers experience after

using your product. Here's an example. Before

switching to almond milk I had little energy and experienced stomach pain on an

almost daily basis. Finally, there's the logic hook. Find a statement or a fact

that proves your point, so people who are logic-based immediately agree with it

and want to learn more. A common way to do that is a did you know statement such as, "Did you know
that almonds

are good for your gut? Once you've grabbed your

audience's attention with your opening and made them aware of the problem

you're solving, it's time for you transition. As the name indicates the

transition is where we start to transition the

introduction into the how. The transition is when we

introduced the solution, and we talk about the

benefits of your product, or we describe what

someone's life looks and feels like

after using it. A good transition can

be short or long. Here's an example of a short one. After drinking almond

milk for a month, I started feeling more balanced, had more energy and improved

my blood sugar levels. See how this one

sentence describes multiple benefits

from the perspective of how an individual is feeling? We know that people are

more likely to take action if they are told

what we expect them to do. That's why after your transition, you want to close your ad

copy with a call to action. Keep it short and

sweet and tell your audience exactly what to do. Whether it's to watch a video, sign up for a newsletter,
or buy a product, whatever

it is you want them to do. Here's the call to action

for our almond milk ad. Click here to claim

your free 10 day supply of almond milk today. It's very clear to

the target audience what they're expected

to do and why. Give it a shot

yourself and structure your ad copy with an opening, a transition and

a call to action. You can cover all elements in just one sentence or a

multiple paragraphs, and it's a good idea to

test different lengths to see what performs best

for your target audience. Here is seven additional

tips that you can use to write better

copy for your ads. Number one, tie text

to your visual. Your copy ad image should

individually tell your story, but also complement each other. If your ad is talking

about vegetables, don't show a fruit basket. Number two, create different

ads for different people. Tailor your ad

campaign message to your audience segments

with separate ads. Try addressing different

audiences with the benefits that

speak most to them, rather than just approaching

everyone with the same one. Number three, speak

to the audience. Decide on a person

who characterizes your audience and write like

you're speaking to them. If you can get hold of someone who represents

your target audience, get their feedback before

publishing your campaign. Number four, try emojis. Depending on your

audience, emojis can be an effective way to grab their attention and communicate in a more casual way,
Also a great way to tell a

story just to make sure to not overuse them or otherwise your message

might be hard to get. Number five, be recognizable. Use the same tone across

channels so your audience recognizes your message no

matter where they read it. Before publishing your ads, also check your landing

pages and make sure that content and tone

align with your ads. Number six, when

appropriate, mention price. Price listings can

motivate people to buy, especially when you have

a good deal to offer. However, do make sure to only mention a price if this is

in line with your brand. If you represent a luxury brand, advertising prices might not be in line with

your tone of voice. Number seven, include a

time-frame to create urgency. Using words and phrases that

indicate time like today, now or this week only can add a sense of urgency and motivate people to

click on your ad. Remember, you don't have to write the perfect

copy straightaway, test a few different approaches and see what works best for you. Then take the
winning copy to create your next

set of iterations. In the next lesson,

we will go over a few different team setups that you might find when working in a social media

marketing capacity. You will learn how to

write a creative brief so you can communicate

your campaign goals as well as design and copy needs effectively to others.

See you there.

COLLABORATING WITH INTERNAL AND EXTERNAL TEAMS:

In this lesson, you

will learn how to work effectively with

other professionals or agencies to create successful

social media campaigns. In this video, we will go

over a few different roles and team setups that you might

encounter as a marketer, so let's get started. When you are all by

yourself marketing your own business and

on a tight budget, chances are you're

planning, executing, and optimizing your

campaigns end-to-end. But if you working

in a marketing team of a big organization

or an agency, you will often collaborate with internal and external teams to achieve your goals and the

goals of the business. Here's some of the typical roles that you might find as part of a bigger marketing

organization that you as a social media specialist

collaborate with. Let's start with brand marketers. Brand marketers own and set the overall vision of a
brand, it's personality, and how it's

positioned in the market. They often also define

official guidelines, and what colors, and fonts, and imagery, and also

what tone of voice should be used to

advertise the brand. These guidelines are

often summarized in a brand book or corporate

identity guidelines. This is helpful because

it ensures consistency across all marketing

campaigns and channels, and especially for big

brands such as Coca-Cola, hundreds or thousands of people collaborate to

create marketing assets, setting these standards

is key to create a consistent look and

feel for the brand. Next up, designers. Designers, as you

might have guessed, are in charge of creating the visual assets

for your campaigns. They often are specialized in designing assets or

for certain kinds such as web designers who

design your landing pages, motion designers to produce

videos and animations, or illustrators who can draw

illustrations from scratch. They're obviously even more specialized creative

roles you might encounter such as

photographers or animators. They often rely on

the brand guidelines I've referred to earlier, to get work that it's in line with the

brand's personality. Visuals go hand in

hand with copies, so let's talk about

copywriters next. Copywriters produce all

the written materials that represent a brand. This can be the copy you find on the product packaging

or sales materials, the website, and landing pages, or the copy of your ads. Some copywriters are
generalists. Some are more

specialized in writing short and succinct

marketing copy, whereas others specialize in search engine optimized

content for blogs. Copywriters also play

an important role in crafting copy for email marketing

campaigns that are often planned by email marketers. Email marketers set and execute an
organization's

strategy to communicate with prospects and customers over email offers

and newsletters. This is often a very

data-driven job as they need to closely monitor data related

to email performance, segment audiences

in the right way, and conduct tests of different emails to

optimize performance. Email marketers, for example, evaluate and optimized based on how often an
email was opened, which subject line

performed best, and how many people clicked

on the call to action, included in the email. The final role we

will briefly cover today is data at its core. Marketing analytics specialists often called marketing analysts.
They track, analyze,

and report and the various marketing campaigns to evaluate their success, measure their ROI, and

determine best practices. They often have a holistic

look at campaign performance along the full customer journey and all the channels used. They can help
you build

the right audiences and slice and dice your data effectively to understand

your campaign results so you can make better

business decisions. This was just a selection

of roles that you will often find in

big organizations, and depending on the

size of the team, you will find many more

specialized roles, especially in the

digital marketing space. People who specialize in search ads, search

engine optimization, display ads, or influencer

marketing just to name a few. Sometimes you will not have

a specialist on the team but look for ways to get experts from outside the company

to help you out. In this case, you either get an individual expert,

a freelancer, or a contractor, or an agency to provide you

with their services. An external setup can

take different shapes, you might just work

together on one, or a few specific deliverables, such as a video or

some marketing copy, or you collaborate

on an ongoing basis. In that case, you and they often commit to a certain amount

of work and payment, usually on a monthly basis, and this is often

called a retainer. Maybe you are a freelancer

or are considering offering your services as a freelancer to people in bigger

organizations. Whether you are working with internal or external experts or teams to accomplish
your goals, you need to make sure

you communicate well in order to get the required

work done effectively. One tool that helps you

collaborate well with others to plan and execute your

campaigns is a creative brief

WORKING WITH CREATIVE BRIEF:

A creative brief is a document that's

produced by the person requesting creative work to define the most important

aspects of that piece of work. And in marketing, this is often the first

step when creating work with other teams, both internal and external, because

they set and manage expectations for everyone involved. And by the end of this video, you will

have a better understanding of how creative briefs are used, and

what components they typically consist of. So whether you need a promotional video,

a landing page, a set of Facebook ads,

or printed brochure, it is important that everyone you work

with shares the same understanding of what has to be created for what target

customer to achieve a specific goal. A creative brief is a guide and

a source of inspiration for the professional who will

ultimately receive the request. And there can be situations in your

marketing career where you are the author, or the recipient of a creative brief. So in the first situation,
you are for example planning an ad campaign

on Facebook and Instagram for a specific product, and you need

stunning images and compelling copy. So in order for

your graphic design agency and your internal copywriter to help

you produce their best work, you write a creative brief for

them outlining your needs. In the second case, the marketing manager

for specific product is planning a holiday campaign, and writes a creative brief for
the whole team to specify how this campaign is supposed to be

executed along all marketing channels. Now as social media marketing manager, you

receive the brief, so you know exactly how to adapt the base campaign to

the social media advertising world. And without that brief, your campaign

might feel and sound different, or promote different products than those

that were advertised on TV, or via email. A template for a creative brief

can vary by organization, but it should give us much details and

context as possible to the recipients. So after this video, you can access our

template that you will also use later when it's time for your course project. And I will walk you through
the different

components of the template in a moment. So to illustrate what information

to provide in your brief, we will also write a brief

together as we go. We'll find the written and more detailed

version of that same brief later in Course 5, when it's time for your project. The purpose of our example
brief now

is to instruct a designer who will design an ad for Calla & Ivy. The flower shop is launching

a new subscription service. They want to promote in the Netherlands,

and they need an Instagram ad to do that. Typically, a creative brief

includes the following components. First, describe your objective. And this is concise statement of what
you

want to accomplish in your target market. Do you want to inform, persuade,

or motivate an audience? And what specific action

do you want them to take? For Calla & Ivy, the objective is to encourage their

customers to take advantage of a sale, and purchase their new DIY floral subscription

that they will be offering next month. DIY, or Do It Yourself, in this case,

means that the customer receives a curated selection of flowers they can assemble

themselves into a bouquet of their liking. Next, describe your target audience. Who's the creative work
addressing? Describe in as much detail as possible

who you want to engage in influence. Use demographic information, describe

their interests, behaviors, needs, and fears. Calla & Ivy want to target 25 to 55
year old women with a household income of 50 to 150,000 euros,

who have an undergraduate or professional degree, and

live in the Netherlands. Also, this audience has an interest

in gardening, flowers, urban biking, sustainability, and local businesses. And they are looking for
convenient and easy access to beautifully

arranged flowers. Next to cover in your brief

are your competitors. Ask yourself, who in your field

also targets the same audience? Summarize what products they

are currently selling, or campaigns they are running that might

affect reaching your own objectives. And this information is important for

your designers and copywriters, so they can make sure that

your brand stands out. In Calla & Ivy's case, there are several floral shops that offer

subscriptions in the Amsterdam area. Five shops are direct

competitors in the area, but none of them are selling subscriptions

that include some kind of DIY component. Next in your brief, describe your offer. In other words, what
are you

trying to promote or sell exactly? What aspects or

features of your offer stand out? Calla & Ivy are promoting

a DIY floral subscription. And a subscription provides flowers and

additional pieces for an individual to design their own bouquet. The subscription arrives once per
quarter,

and can be combined with a monthly, biweekly, or

weekly subscription as a replacement for that period's floral arrangement. After describing your offer,

describe your key benefit. What is the single most important benefit

of your offer for your target audience? It should be highly

relevant to their needs. Connect with them on an emotional level, and be differentiated from what

your competitors are communicating. You can include secondary benefits, but getting the single most
important

benefit on point is crucial. So let's have a look at

Calla & Ivy's key benefit. Their flower arrangement can

simply be placed as they are, or they can be used as an opportunity for

a fun project. Floral arranging can be calming and

relaxing. And their target audience

is often busy and rushed, so they hope it provides a time for them

to sit down and calm their mind and body. Next thing in your brief,

describe the problem you're solving. What important problem of your target

audience is your offer solving? And spelling this out also helps you

to verify that your key benefit is the right one. Calla & Ivy is solving

the relaxation problem. They want their audience to be

able to get away at any time. And their subscription gives customers

the time in space to get away for a mental vacation, or doing something

productive with their hands. The next item to cover in

your brief are proof points. Ask yourself, what information can you

share to make your offer credible and trustworthy? Can you share customer quotes,

satisfaction levels, low price guarantees, or test results

that lend you external credibility? So for Calla & Ivy's proof points,

they can share customer quotes and satisfaction levels for

the other subscription products. And they also have a strong

reputation in the area for providing excellent quality and service. Once you've captured all

the background information, it's time to describe

the actual deliverables. So what asset or

assets do you need specifically, images, video, a PowerPoint presentation? Include details about

the specific file format, size, or other technical requirements. Calla & Ivy are looking for

images for an Instagram ad. And in their brief, also specify

the file type, maximum file size, and image resolution. In order to ensure that you get the kind

of deliverable that you are imagining, next, specify the look and

feel in your brief. Add some keywords or personality traits

that describe what you want the tone of voice and the design to feel like. For Calla & Ivy, they went their
ad
to feel playful, unique, relaxing and organic. Finally, provide necessary guidelines,

and information on logistics. First, guidelines. Here you can include specific design

features that you want to see included, such as specific headlines,

or product photos, or more general guidelines for the execution,

such as color palettes and fonts to use. And second, logistics. This section includes all the logistical

details, such as the project timeline, deadlines, the budget, and

who will approve the final work. And depending on the size of the company,

and the number of people that you work with,

there can be multiple recipients involved in the creative brief, from designers to

copywriters, but also legal or finance. So no matter how big your team, and

whether it's an internal creative team, or an external agency, preparing a creative brief makes sure

that everyone is aligned early on. And you will practice writing your own

creative brief later in the course project.

https://docs.google.com/presentation/d/11AqG-MwMheiuyAmB8020jjUFCwHHFu2X-
Eob5Wusj9U/edit#slide=id.p