The Art of Client Service: The Classic Guide, Updated for Today's Marketers and Advertisers by Robert Solomon

Author:Robert Solomon
Language: eng
Format: mobi
ISBN: 9781119228288
Publisher: Wiley
Published: 2016-03-16T14:00:00+00:00

Brevity is hard work. The key to achieving it lies not in the initial writing, but in rewriting, rewriting, and rewriting, to distill the brief to its essence. There should be no wasted words.

Brevity is crucial because a brief that isn't brief is no help to anyone. The reader can't distinguish the important points from the underbrush of detail in which they are hidden. The client won't embrace it, the creative team won't follow it, and the work will suffer because of it.

A good brief is critical to achieving great creative work. And a good brief is brief.

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