A useful brief makes the choices visible. Use the prompts below to prepare a conversation; you do not need a polished document before asking for help.
Your brief: eight prompts
- Business problem: What needs to change?
- Audience: Who needs to think or do something differently?
- Offer: What are you asking them to consider?
- Evidence: Which claims and materials can you support?
- Action: What should happen next?
- Constraints: What timing, budget, access or approval limits apply?
- Delivery: What do you need produced, and who will use it?
- Review: Which signals would help you judge the work?
Completed example: a business workshop
Illustrative brief. This is not a client project or a report of results.
- Problem
- The workshop invitation lists topics but does not explain what someone will leave able to do.
- Audience
- Business owners planning their own marketing with limited time.
- Offer
- A practical session ending with three prioritised actions. The organiser must confirm the workshop actually delivers this.
- Evidence
- An agenda and sample worksheet. Use previous attendee feedback only with permission and accurate context.
- Action
- Read the agenda and register through one clear page.
- Constraints
- Confirm the date, capacity, price, promotional budget and approval owner before making the invitation public.
- Delivery
- Registration-page copy, an invitation, a short content plan, guest information and follow-up copy.
- Review
- Relevant registrations, attendance, feedback and follow-up enquiries. Agree targets from the actual event economics.
Use the brief to make decisions
If an asset or channel cannot be connected to the audience and desired action, question its place in the plan. If the offer is unclear, resolve that before expanding the asset list.
Discuss your brief