When I sign a new client, the first thing I do is review the current web site thoroughly, along with any printed materials. If these are good, my naturally lazy self thinks, “Well that was pretty thorough, maybe I can skip the creative brief.”
Of course, I never do that.
And I’m always glad I don’t. Because when I actually do the creative brief — an in-depth interview with the client — I am often astounded at what I am told that has never been used in any of the promotional materials or on the web site.
Most clients have something really unique about their business that’s been untapped. It may even be their most important USP — Unique Selling Proposition.
It’s as if the client has been sitting on gold and never mining it.
Perhaps clients are sometimes “too close” to their businesses to realize how valuable certain everyday practices are.
It takes an objective observer.
One way for you to discover your hidden assets is simply to listen to what people compliment you on. When they say thanks for something, pay attention. Then see if you can spin that into gold on your web site and other marketing materials.
Easy Web Tip #50: Spend some time and think about what makes your company unique. Then be sure to prominently display that uniqueness on your web site.
