5 Briefing Mistakes Clients Should Avoid

-This is an opinion piece.-

Genius in, genius out!

This is a universal human behavior principle, a law of nature.

The output from an agency cannot be better in quality than the input we give them.

We are all tempted to ignore the fundamentals when time is tight, or the project too complex, or when we feel too experienced for the rules to apply to us!

Though obvious and basic, these fundamentals are pivotal to success

The 5 Mistakes, and what to do instead:

1. 'Sending' the RFP:

The Mistake: Relying solely on a generic request for proposal (RFP) will result in either more work for the client later on or having to choose from average proposals.

The Optimal Approach: Elevate the briefing beyond a simple document. Schedule an initial meeting to delve into your project.

Envision, Enable & Energize

Half the decision about which partner will be best, is made during the briefing process.

Briefing should be a thorough communication exercise, not a guessing game

2. No Budget:

The Mistake: Not giving an indication of the budget

The Optimal Approach: Be transparent about your allocated budget range. Open communication regarding budget fosters a collaborative environment.

In the rare case where you actually don't have the budget, mention at least another tangible factor like 'reach' or 'conversion rate' to aim for.

If you don't have that either, you do not really have a brief. Maybe more homework is in order at your end!

3. Not Inspiring:

The Mistake: Forgetting that we are dealing with human beings who probably have multiple clients and personal challenges to deal with.

The Optimal Approach: People get inspired by Autonomy, Mastery and Purpose. At least that's what science says:

This is a 14 year old video citing a 40 year old finding. Yet we seem to make the same mistakes over and over again

Nothing great was ever achieved by uninspired people aiming to optimize efforts and win $$$.

4. Guilty Until Proven Innocent:

The Mistake: Approaching the agency with a guarded or adversarial stance can stifle creativity and impede open communication.

The Optimal Approach: Take fear out of the equation. Aim to build trust. View the agency as a potential valued partner, not just a service provider. Foster transparency by openly sharing your goals and objectives, while being receptive to the agency's expertise and proposed solutions.

5. Not Paying for Pitches:

The Mistake: Assuming agencies are obliged to pitch for free

The Optimal Approach: Whenever I have seen clients pay for pitches, I have seen better briefs, better pitches, better relationships and clients attracting the best agency talent.

No exorbitant amounts, just bare minimum to cover costs.

Show that you value people's time and effort, don't just say it!

As a bonus, clients own all submissions from all agencies during the pitch process

If something is worth doing, it is worth doing well

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