Here’s how the boxers vs. briefs debate goes down in a marketer’s world:
Client: “Hey, we need to engage our audiences more. Let’s create a social media campaign.”
If you’re a boxers kind of marketer, you enthusiastically agree, listen to their great ideas, and maybe ask a few questions. Then you eagerly begin the creative journey. You share a draft. You make revisions. You share another draft. You make more revisions. This repeats. Frustration. Time wasted. Jab. Jab. Jab. Jab.
If you’re a briefs kind of marketer, you ask the tough questions. “Who is it for?” “Why are we doing this?” What will our audiences get from it?” “What do we want them to do as a result?” “How will we know we’re successful?” You have a marketing brief and you get. it. done. Details are determined. Direction is confirmed. You deliver a winner! TKOOOOOOOOOO!!!
No, it isn’t always easy. Sometimes the jabs come with the briefs too. But which one are you?