How to Write a Project Brief for Clients

Want to derail your next creative project before it starts? Hand your team a 20-page “brief.” I see this mistake constantly in B2B marketing. Leaders think more information equals better creative work. But the opposite is true. In my career, I’ve seen “briefs” that included: ❌ Multiple pages of company history ❌ Every competitor analysis from the past three years ❌ Screenshots of 30+ inspiration examples ❌ 20+ bullet points of “other potential considerations” Where do you even start with that mess? It overwhelms the creative team. The best creative briefs are sharp — giving teams exactly what they need to make brilliant decisions. Nothing more, nothing less. Here’s my rule: If it won’t help your creative team make better decisions, it doesn’t belong in the brief. Your brief should be a quick reference point that team members can return to throughout the project. Not a novel they need to study. So save the exhaustive details for supporting documentation, and keep your brief focused on what matters most: ✔️ Clear objectives and KPIs ✔️ Fresh audience insights ✔️ Focused creative direction

It’s often not your writer’s fault if your content turns out badly. You can't expect a writer to succeed if you don't give them a detailed content brief. • Revision cycles will be painfully long • There will be rework • Development will cost more and take longer • The result won't match what you 'had in mind' Let's stop calling them BRIEFS because they should be anything but. Your handoff to the writer should include a document that covers: • Who you are writing for (buyer persona) • Stage in funnel • Key points you'd like them to make (maybe an outline) • Call to action • Contact for a SME to give input and opinions (thought leadership sits here) • References and resources (like your style guide, or a competitor's blog post you like) • SEO keyword terms • Company posts/content you'd like them to link to I promise, spending an hour on this will save your hours in the long run. I provide these even when a post is just to be updated. What else would you include?

Need due diligence on an extremely tight timeline? The #1 thing clients can do to speed up a project: Provide as much context as possible. The most inefficient projects I’ve ever worked on all started with some version of “just do the usual.” When you leave consultants and service providers to fill in the blanks, they’ll do their best. But you shouldn’t be surprised when those blanks get filled in ways you didn’t expect. The more context provided upfront, the better the results. Here’s a quick 5 point checklist: 1) Provide background context. What do you know and what are the unknowns? 2) State your specific objectives. Vetting an investment? Litigation prep? Vendor review? 3) Identify areas of concern. What red flags needing verification? 4) Clarify what's at stake. A quick third-party supplier screening requires different rigor than a potential JV. 5) Note timeline and budget constraints upfront. Scoping depends on it. So, do yourself a favor and start every project asking yourself these questions. Not only will you get great work out of your partners — but your turnaround time will dramatically get faster. #duediligence #investigations #privateequity #litigationsupport #mergersandacquisitions

How I landed a new client with a killer proposal: When I first started freelancing, I had no idea that I had to send out proposals. Let alone what a proposal entailed. Now I’m landing clients thanks to loads of research and doing courses like Eman Ismail’s Like a Boss. A proposal is all about creating a document that sells you. If you’re winging it (like I was) or relying on your natural charm, let me save you some time (and potential lost clients). 𝟭. 𝗧𝗿𝗲𝗮𝘁 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗽𝗼𝘀𝗮𝗹 𝗹𝗶𝗸𝗲 𝗮 𝘀𝗮𝗹𝗲𝘀 𝗽𝗮𝗴𝗲 You’re not just listing services. You’re selling yourself and addressing every potential objection before it even comes up. Think of it as your highlight reel: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗣𝗔𝗦𝗢 𝗙𝗼𝗿𝗺𝘂𝗹𝗮: • 𝗣𝗮𝗶𝗻: What’s the client struggling with? • 𝗔𝗴𝗶𝘁𝗮𝘁𝗶𝗼𝗻: Why does it matter? • 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: How you’ll fix it. • 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: What success looks like. 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗜𝗻𝗰𝗹𝘂𝗱𝗲: • Introduction (brief but punchy: who are you and why should they care?) • Project scope (clear deliverables = no future headaches) • Your process (show them you’ve got a plan) • Client expectations (set boundaries kindly, but firmly) • Timeline (when you’ll deliver, and when they need to deliver their part) • Pricing and options (tiers and upsells. Make it hard for them to say no) • Guarantees (if you offer one, flaunt it) • Next steps (e.g., “Sign here, pay the invoice, and we’re off!”) 𝟮. 𝗔𝗹𝘄𝗮𝘆𝘀 𝘄𝗿𝗶𝘁𝗲 𝗹𝗶𝗸𝗲 𝗶𝘁’𝘀 𝘆𝗼𝘂𝗿 𝗳𝗶𝗿𝘀𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 Even if you’ve already had a great chat with the client, write the proposal assuming they’ll forward it to someone who knows nothing about you. This keeps it simple, clear, and persuasive for any decision-maker. • Sprinkle in testimonials or a mini case study for credibility. • Offer 2-3 pricing tiers so their options are between you, you, and you. • Build a reusable template you can tweak for future proposals. Efficiency is your friend. 𝟯. 𝗠𝗮𝘀𝘁𝗲𝗿 𝘁𝗵𝗲 𝗽𝗿𝗼𝗽𝗼𝘀𝗮𝗹 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 A good proposal doesn’t just sell, it also creates urgency. Keep the momentum going with these steps: • 𝗦𝗲𝘁 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 𝗲𝗮𝗿𝗹𝘆: Tell your prospect when they’ll receive the proposal and stick to it. • 𝗔𝗱𝗱 𝗮𝗻 𝗲𝘅𝗽𝗶𝗿𝘆 𝗱𝗮𝘁𝗲: I recommend 7 days. Mention it in the proposal and your follow-ups. Urgency drives action. • 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝗽 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆: As the expiry date nears, send polite but confident reminders, such as: “Hey, just a heads-up, this offer expires in two days!” • 𝗝𝘂𝗺𝗽 𝗼𝗻 𝗮 𝗰𝗮𝗹𝗹: Clarify any in-depth questions on a call to avoid playing email tag. A killer proposal is part strategy, part psychology, and part presentation. Once you nail all three, you’ll be landing the kind of clients you’re actually excited to work with. 

I used to struggle with getting my tech projects approved until I learned to present their benefits as an irresistible offer. 𝗪𝗵𝘆 𝗺𝘂𝘀𝘁 𝘆𝗼𝘂 𝗾𝘂𝗮𝗻𝘁𝗶𝗳𝘆 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗷𝗲𝗰𝘁 𝗿𝗲𝗾𝘂𝗲𝘀𝘁𝘀? - 𝗚𝗲𝘁 𝗔𝗵𝗲𝗮𝗱: Using data means you're 23 times more likely to get customers, 6 times as likely to retain them, 19 times as likely to be deliver a profitable result. (McKinsey) - 𝗠𝗼𝗿𝗲 𝗪𝗶𝗻𝘀: Top teams - who finish >80% of their projects on time, on budget, and meeting original goals - are 2.5 times more likely to use quantitative management techniques. (PMI) - 𝗕𝗼𝗼𝘀𝘁 𝗖𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝗰𝗲: Clear numbers and ROI make 60% of stakeholders more confident, leading to faster approvals and more robust support throughout the project lifecycle. (Gartner) What steps are you taking to demonstrate the value of your tech project? I've got a 5-step plan that'll make your project impossible to refuse. 𝟭. 𝗣𝗶𝗻𝗽𝗼𝗶𝗻𝘁 𝗬𝗼𝘂𝗿 𝗩𝗮𝗹𝘂𝗲 𝗗𝗿𝗶𝘃𝗲𝗿𝘀 📌 What makes your project shine? List every benefit. Increased revenue? Cost savings? Improved efficiency? Group these gems into clear categories. 𝟮. 𝗚𝗮𝘁𝗵𝗲𝗿 𝗖𝗼𝗺𝗽𝗲𝗹𝗹𝗶𝗻𝗴 𝗘𝘃𝗶𝗱𝗲𝗻𝗰𝗲 🔍 Collect data that will make your pitch rock-solid. Internal reports, market trends, industry benchmarks - get it all. Relevant, fresh data is your best friend. 𝟯. 𝗖𝗿𝘂𝗻𝗰𝗵 𝘁𝗵𝗲 𝗡𝘂𝗺𝗯𝗲𝗿𝘀 🧮 Time to flex those analytical muscles. ROI, NPV, payback period - calculate it all. Solid financials turn skeptics into believers. 𝟰. 𝗔𝗻𝘁𝗶𝗰𝗶𝗽𝗮𝘁𝗲 𝗮𝗻𝗱 𝗔𝗱𝗱𝗿𝗲𝘀𝘀 𝗥𝗶𝘀𝗸𝘀 🛡️ Every great plan needs a reality check. What could derail your project? List potential risks. Then, craft strategies to neutralize each one. 𝟱. 𝗣𝗿𝗲𝘀𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝗣𝗿𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗮𝗻𝗱 𝗣𝗼𝘄𝗲𝗿 💼 Package your project in a compelling presentation. Use clear visuals and concise explanations. Make it so convincing, they'll wonder how they ever lived without it. 𝙒𝙝𝙮 𝙩𝙝𝙞𝙨 𝙢𝙚𝙩𝙝𝙤𝙙 𝙬𝙤𝙧𝙠𝙨: - It transforms your tech vision into a business essential. - It shows you've considered every angle and potential hurdle. - It gives decision-makers the hard data they need. In the world of project approvals, vague ideas are like trying to pay with Monopoly money. But a well-prepared, data-driven proposal is gold. What's your top tip for creating an irresistible project proposal? Share your wisdom below!