Last week we asked, “How can small businesses make highly effective video ads?” To make this an easier question for you to answer, we’ve created a Super Simple Video Advertising Creative Brief for Small Business. Take 15 minutes to answer these questions, and your video ads will be off the charts effective.

The six simple questions are below. Each one should only take you a couple of minutes to answer. (Go fast!) We’ve even included sample answers for you to refer to. Notice that they’re written in the first person voice. When you’ve got your own answers ready, just type over the samples.

Begin!

Step 1: Background and Challenge

Think about your business.

Ask: What is the number one challenge I want to solve for my company through video advertising? (Also, is video a good fit for solving this challenge?)

Sunshine Sandwiches is located in the business district of a medium-sized city in the Pacific Northwest. At lunchtime, we do incredible business, serving a sandwich-a-minute from 11 a.m. to 2 p.m. After that, though, customers just trickle in, buying only about 60 sandwiches between the end of the lunch rush and closing time at 8 p.m. We need more customers in the afternoon and evening.

Step 2: Target Audience

Think about the people who you want as customers.

Ask: Who are the target customers for my ad? Are these my current customers? Go beyond simple demographics.

Give your ideal customer or customers names. They’re real people now.

Customer 1:
Nathan is already a customer and comes in about once a week. Lately he’s been working on a big project that’s kept him in the office until 9 p.m. most nights.
Customer 2:
Soo-hee is new to the area and lives in the lofts that recently opened in a converted warehouse a couple of blocks away from our shop. She works from home or at coffee shops and hasn’t started a family yet.

Step 3: How does that audience feel and act now?

Put yourself in your customers’ shoes.

Ask: What do these people think about my company or product now? Do they even know we exist? Do they spend (enough) money with us?

Customer 1:
Nathan likes our sandwiches a lot, but he doesn’t think to come in the evenings.
Customer 2
Soo-hee has never been to our shop before and only passed by while exploring her new neighborhood.

Step 4: How do you want them to feel and act after seeing your ad?

Still in your customers’ shoes.

Ask: What do you want these people to think, feel or do in relations to your company or product after the ad? (This is different from your objective, which is more business oriented.)

Customer 1:
Nathan sees Sunshine Sandwiches as a good spot for a quick evening meal that would help him get out of the office and back to his family more quickly.
Customer 2:
Soo-hee will take advantage of our quiet afternoons, nice atmosphere and good coffee prices to get some work done and escape from the house.

Step 5: The conversation

Imagine you’re talking to your target customer face-to-face.

Ask: What’s the single most important thing (one sentence) I could say to change her attitudes or actions? What questions is she likely to have, and what rational and emotional points back up my message?

Customer 1:
Nathan, we’re the quickest way to get a healthy, filling meal in the evening, that isn’t boring.
Customer 2:
Soo-hee, why not come over for coffee in the afternoon and grab a healthy, delicious sandwich to take home for dinner?

Supporting reasons:

We’re open until 8:00 p.m.
We have 10 artesianal sandwiches on the menu, with a new special every day.
Local residents and employees get a 10% discount.
Our fair trade coffee is only $2.50 a cup, with refills for 50 cents.
Our Wi-Fi is outstanding.

Step 6: Where can I reach my customers with my ad?

Imagine going through a day as your target customer.

Ask: Where could I put my ad that would make sure it appears in front of my target customers at the right time? Is it the TV in my shop window? Is it an electronic billboard? Is it an email? My website? A Facebook ad?

These answers aren’t mutually exclusive, but will help you design your ad to be more effective.

We already have a TV in the shop, but it just shows news. We could put it in the window to show off a few ads on a rotating basis so that people walking by will know more about us. We also have a Facebook page and Twitter account with several hundred followers, who might come in for dinner if we remind them, and tempt them with videos of tasty sandwiches.

Now, you’re ready. Print out this page so you can refer back to your answers when you start making your videos. Understanding your objectives and your customers is crucial to the success of your video ads.

After you’ve finished, head over to Shakr and start browsing through our video styles to find the right one for your business.