How to brief a marketing agency so you get an accurate quote

Two agencies can quote very different prices for what sounds like the same job. Usually that is because they are guessing at different things. A good brief removes the guessing. It takes half an hour to write and saves weeks of back-and-forth.

1. Start with the goal, not the deliverable

"We need 12 reels a month" is a deliverable. "We want more people to book a trial class" is a goal. Lead with the goal and the number you want to move, then say what you think the deliverables might be. A good agency may suggest a better way to get there.

2. Describe who you are trying to reach

Who buys from you today? Who do you wish bought from you? Age, city, what they care about, where they spend time online. Two or three sentences are enough, as long as they are specific.

3. Share what exists already

• Your website, social pages and any ads running now.
• Brand guidelines, logo files and photos you already own.
• What you have tried before, and what worked or did not.

4. Be clear about the scope

List what you want included and what you will handle yourself. For example: will you supply product photos, or should the agency shoot them? Who writes captions? Who replies to comments? How many rounds of changes do you expect? Scope is where most surprises in a final bill come from.

5. Give a budget range

Many people hold this back, hoping for a lower quote. In practice a range helps you: the agency can tell you what is realistic within it, rather than quoting for something you cannot afford or under-quoting and cutting corners later. A range such as "under ₹1 lakh a month" or "₹2–5 lakh for the project" is enough.

6. Timeline and key dates

When do you want to start, and is there a fixed date such as a launch, an event or a festival season? Fixed dates change how a project is planned and staffed, so say them upfront.

7. Who decides

Name the person who approves work and how quickly they can give feedback. Slow or unclear approvals are the most common reason projects run late.

What a good agency sends back

After a good brief you should get a short written plan: what will be done, by when, how success will be measured, and a fixed quote with clear terms. If an agency cannot put that on paper before starting, ask why.