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Hello, Kevin Namaky here and today we’re going to learn how to write the reason to believe in your next creative brief.
The Central Question 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. We now need to follow it up with some proof—why should they believe us?
Things to Consider When Writing a Reason to Believe
Here are some things to consider and use as prompts, which should help you come up with ideas for your RTB (Reason to Believe).
How does it work?
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
What is unique about your product or service?
A process that you go through, a process that your product/service uses, or a process of how it’s made.
Things to Do In a Reason to Believe
These are a few tips you should be doing when you’re writing a reason to believe.
Use as few reasons to believe as possible in order to convince the target audience of what you’ve said in your message. This helps keep your message focused and memorable.
Use points that enhance your credibility. Those would include things like testimonials or torture-test demonstrations.
Tie to Benefits
Lastly, tie it back to the benefit you’ve already identified. 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. If it doesn’t directly tie back to that, then it’s a miss.
Things Not to Do In a Reason to Believe
Next, these are the things we want to avoid when writing a reason to believe.
It can be very tempting to add “reasons to believe” that are actually new and additional benefits. This is a watch-out. 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.
Sound Like Competitors
Second, you don’t want to sound like your competitors. A lot of communications and advertising tend to sound the same, and competitors often mimic each other. We don’t want to do that—we should be different.
Lastly, don’t use tech speak. 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.
Reason to Believe (RTB) Examples
Below are ways you can come up with RTBs. These are good for ideation.
Design/Feature Example: Luxurious furnishings
A 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.
Mode of Action Example: Patented algorithm
This falls under the “how it works” category. When you get down to its most fundamental level, how is the product/service working or operating—that is the mode of action. 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.
Ingredient Example: Unique combination of moisturizers
For example, in skincare, you might have a product with a unique combination of a certain number of moisturizers.
Process/Source Example: Builder® workshop process
Process or source could be how something is developed or where it comes from. In this case, a consultant has a trademarked workshop process that’s unique to them. That would be an example of a process RTB.
Endorsement Example: 3 out of 4 recommend
This could be external endorsements. For example, 3 out of 4 recommend. Maybe if you’re selling a dental product, 3 out of 4 dentists recommend. 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.
Testing Example: In clinical studies, 85%…
Last, but not least, you could have clinical or scientific testing that produces hard data.
This list is not an exhaustive list of the possible RTBs that you could come up with. It’s simple meant to provide examples as thought starters.
Use these tips the next time you write your creative brief to spark inspiration for reasons to believe.
If you’re looking for a more efficient strategic and creative process, check out our course on How to Write a Powerful Creative Brief. In this hands-on workshop course you’ll master the skills needed to write each and every component of an inspirational creative brief based on sound strategy.
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Kevin Namaky is CEO at the Gurulocity Brand Management Institute, a marketing education company that trains and consults for notable brand teams including Kimberly-Clark, Scotts Miracle-Gro, Bolthouse Farms and Gorilla Brands. Kevin is a featured instructor for the American Marketing Association, lectures at the IU Kelley School of business, and has been featured in Ad Age, Forbes, Fast Company and the CMO Council. Previously Kevin worked for 20 years in the corporate and agency world growing notable brands. Follow/connect with Kevin on LinkedIn, TikTok and Twitter.