0605 – What’s In Your Briefs

2022.08.28– 0605 – What’s In Your Briefs

What’s in your briefs

• Who is this for? - In other words, who is your target audience, the listener you want to hear this message and act upon it. That should usually be much narrower than “everyone”, so it could be a grandmother in her 70s, or a young businesswoman in her twenties, or new parents. Every different audience will lead you to have a different tone, or attitude, when you read the script. You can usually have a guess by looking at the script and what it’s about and how it’s written, but only the Brief will explain exactly who that ‘ideal listener’ is.
• What do you want them to do or feel? – Or “why am I talking to them about this, now?” What is the script aiming to make them do or feel?: buy a certain item, donate money, change their behaviour (perhaps by learning new ‘health and safety rules’), be better informed (say, in eLearning), or to feel something. This last one can be a very strong communication tool: causing someone to feel nostalgic, patriotic, angry, inspired, or happy can create a strong bond with the target listener. And if this direction is on a brief, it can cause you to change your whole presentation style from a lighter tone, to a more serious and slower one, or a quirky twist.

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