From the course: Running a Design Business: Creative Briefs
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General writing tips
From the course: Running a Design Business: Creative Briefs
General writing tips
For me, the actual writing of a creative brief is likely to be at least a two draft situation. Meaning, I usually create a rough version of the document and go back and edit it down further to be as clear and concise as possible. That's what I think you should do as well. Here are some general tips about writing style that I recommend you adopt for creative briefs. Keep it short. A one-sentence summary that gets read will be much more effective than a long, lengthy explanation. Only include what is useful and actionable. Be selective. Curate the information that you have gathered. No data dumps. Assume that the reader of the brief has no prior knowledge of this client, product, or service. It may not be true, but write as if it is. In other words, you got to spell it out for the reader, but don't talk down to them. Use simple sentence structure. Don't use tons of clauses, convoluted syntax, or complex words. Avoid jargon or explain it if you do include it. Keep your sentences present…
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