Ultimate Guide to Writing a Brand Positioning Statement.Or if you need a consultant to help you with a creative process, click here to learn more about brand consulting opportunities.
#Reason to believe how to#
If you need help teaching your brand team how to write an effective creative brief and provide creative feedback, click here for more information on our in-depth training for brand teams. TEACH YOUR BRAND TEAM HOW TO WRITE AN EFFECTIVE CREATIVE BRIEF Use these tips the next time you write your creative brief to spark inspiration for reasons to believe. It’s simple meant to provide examples as thought starters. This list is not an exhaustive list of the possible RTBs that you could come up with. Last, but not least, you could have clinical or scientific testing that produces hard data. Testing Example: In clinical studies, 85%… It could also be your consumer or target audience base, so maybe a certain number of your target audience actually recommends or prefers a product. Maybe if you’re selling a dental product, 3 out of 4 dentists recommend. That would be an example of a process RTB.Įndorsement Example: 3 out of 4 recommend In this case, a consultant has a trademarked workshop process that’s unique to them. Process or source could be how something is developed or where it comes from. Process/Source Example: Builder® workshop process Ingredient Example: Unique combination of moisturizersįor example, in skincare, you might have a product with a unique combination of a certain number of moisturizers.
#Reason to believe software#
For example, you might have a software program that uses a patented algorithm and that’s the mode of action to do what it does. When you get down to its most fundamental level, how is the product/service working or operating-that is the mode of action. This falls under the “how it works” category. Mode of Action Example: Patented algorithm These are good for ideation.ĭesign/Feature Example: Luxurious furnishingsĪ hotel is trying to create a certain type of experience or make guests feel like royalty and they may use design or luxurious furnishings in the hotel to do that. Reason to Believe (RTB) Examplesīelow are ways you can come up with RTBs. If you work behind the scenes in a business, it’s very easy to fall into this trap and use technical speak or jargon that your target audience might not understand. We don’t want to do that-we should be different. A lot of communications and advertising tend to sound the same, and competitors often mimic each other. Second, you don’t want to sound like your competitors. You don’t want to add too many benefits because it dilutes the takeaway, and your audience may not remember what you want them to remember. It can be very tempting to add “reasons to believe” that are actually new and additional benefits. Next, these are the things we want to avoid when writing a reason to believe. If it doesn’t directly tie back to that, then it’s a miss. You want to make sure that any reason to believe information that you provide or show directly supports the benefit or main takeaway of the communication. Lastly, tie it back to the benefit you’ve already identified. Those would include things like testimonials or torture-test demonstrations.
Use points that enhance your credibility. This helps keep your message focused and memorable.
Use as few reasons to believe as possible in order to convince the target audience of what you’ve said in your message. These are a few tips you should be doing when you’re writing a reason to believe. What is unique about your product or service? Unique processĪ process that you go through, a process that your product/service uses, or a process of how it’s made. How does your product or service work at a fundamental level? How does it operate or actually deliver what it does? Unique features or ingredients Here are some things to consider and use as prompts, which should help you come up with ideas for your RTB (Reason to Believe). We now need to follow it up with some proof-why should they believe us? Things to Consider When Writing a Reason to Believe When we’re writing creative briefs and we get to the box that says reason to believe, the key question that we’re trying to answer is: Why should consumers or customers believe us? So far in the brief, we included a desired takeaway that we want someone to remember after the communication. The Central Question When Writing a Reason to Believe Hello, Kevin Namaky here and today we’re going to learn how to write the reason to believe in your next creative brief. You might also want to check out our Ultimate Guide to Writing a Creative Brief, and be sure to subscribe to receive updates when we post new videos, articles and frameworks for brand management.
#Reason to believe series#
This video is a part of the series that teaches you how to write a creative brief and provide creative feedback. In this video, Kevin teaches how to write a reason to believe so that you have a stronger creative brief.
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