Here's my strategy for keeping your creative on track...

As a creative, my mind is often flooded with ideas, stories to tell and directions to go. The way to find the most effective solution is to start with a sound strategy statement based on these five questions I ask of my clients (and help them refine):

• OBJECTIVE: What do you want this specific project to accomplish?

• TARGET AUDIENCE:   Who exactly are you trying to reach (to accomplish the objective above)?

• CONSUMER BENEFIT:  How exactly does your product or service benefit your target? i.e., Why should the target care about what you have to say?

• SUPPORT:  What's the proof or the reasons why your product or service can promise the benefit/USP above?

• TONE:   What kind of tone – humorous, personal, serious, etc. — will be the most effectively communicate with your audience and/or fit in with your brand?

Once you nail down these answers, the creative can begin, stay on track, and help serve as a barometer of success.