Write a Campaign Brief
Lock audience, promise, channels, and one success measure.
Campaign work gets expensive when the audience, promise, offer, and measure are still fuzzy. This Cookbook turns one real campaign into a brief that can guide copy, channel choices, and review. Enter only campaign facts you already know. Every step is told to invent nothing about audience psychology, benchmarks, budgets, or performance. You leave with a campaign brief that names who it is for, what it promises, where it will run, what the offer says, and how success will be counted.
- Made for
- Founders, marketers, and creators who need a compact campaign brief before making ads or launch assets
- You leave with
- audience frame, campaign promise, channel plan, offer details, and one success measure
- Time
- about 45 minutes
- Steps
- 5 guided steps
- Requires
- any AI you already use (a free chat account is usually enough); sample answers included where available
- Completed runs
- 188 (demo metric)
- Average rating
- 4.6 / 5 (demo metric)
Also in Start Here Selected by SousMeow Recently Added
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Stages
3 stages in sequence-
12 steps
Aim
Name the audience and promise before choosing assets.
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22 steps
Plan
Choose channels and spell out the offer details.
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31 step
Measure
Choose one success measure and finish the brief.
Workflow steps
5 steps · completed in orderStage 1: Aim
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1
Name campaign audience
Frame the campaign and draw a useful boundary around the audience.
A campaign aimed at everyone gives the team nothing to choose against. This step names the campaign, buyer, and boundaries before copy starts. Common mistakes: writing for a vague persona, adding demographic facts you do not know, or mixing users and buyers without saying so. Need help if the AI invents research? Retry and tell it the pantry is the only source. You are ready when the audience is narrow enough to reject a bad idea.
- Audience is specific The brief names a concrete audience, not everyone.
- Facts stay in the pantry Audience facts come from supplied campaign information.
- Boundary prevents drift The campaign says what not to assume.
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2
Lock the promise
Turn the known offer and audience pain into one honest campaign promise.
The promise is the spine of the campaign. If it overclaims, every asset inherits the risk. Common mistakes: promising outcomes the product has not proven, stuffing in three benefits, or copying category cliches. Need help if the AI sounds too salesy? Retry and require one claim grounded in the supplied offer. You are ready when the promise is clear enough to become a headline.
- Promise is single-minded The core promise says one main thing.
- Proof is known The reason to believe does not invent results or testimonials.
- Claims have boundaries Unsupported claims are named as off-limits.
Stage 2: Plan
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3
Pick channels
Give each chosen channel a job without inventing performance forecasts.
Channels should earn their place before assets multiply. This step assigns roles using the known audience, promise, and budget notes. Common mistakes: adding trendy channels, pretending reach equals conversion, or inventing CPMs and click rates. Need help if the AI forecasts results? Retry and ban benchmarks unless supplied. You are ready when every channel has a job and a limit.
- Only listed channels appear No surprise channels were added.
- Each channel has a job The plan explains what each channel is for.
- No performance forecast The plan avoids made-up reach, spend, or conversion claims.
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4
Spell offer details
Write the offer terms and asset notes that keep campaign messages consistent.
A strong promise still fails if the offer details are unclear. This step separates confirmed terms from blanks to confirm. Common mistakes: hiding eligibility, inventing trial rules, or giving each channel a different offer. Need help if the AI fills legal or billing gaps? Retry and ask it to mark unknowns as blanks. You are ready when every asset can repeat the same offer line.
- Offer is consistent The same offer can be repeated across channels.
- Unknown terms stay unknown Missing trial, billing, or legal details are marked for confirmation.
- Action is clear The brief says what to make obvious so people can act.
Stage 3: Measure
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5
Write success measure
Choose one success measure and assemble the final campaign brief.
A campaign needs one main measure before results start arriving. This step keeps the team from judging success by whichever number looks best later. Common mistakes: mixing awareness and conversion goals, counting vanity metrics as the main result, or inventing tracking tools. Need help if the AI adds a dashboard you do not have? Retry and require only the supplied measure and known links or tags. You are ready when the brief says what will be counted and when.
- One main measure The campaign is judged by a single primary result.
- Counting plan is practical The measure can be counted without invented tools.
- Final brief is complete The final brief includes audience, promise, channels, offer, and measure.
Your information
7 details, answered once- Campaign name Name the campaign in plain words.
- Product or offer What are you promoting? Include the offer if known.
- Audience Who this campaign is for. Keep it specific and known.
- Promise The main benefit you can honestly claim from known facts.
- Channels List channels you are considering. One per line. Do not add channels you cannot use.
- Budget notes Known spend, limits, or production constraints. If none, say none.
- Success measure One number or observable result you will review.
Finished files
What you export when every step is approved
One Markdown file per approved step, plus kit.html (opens in any browser, offline)
and a README of what you approved.
kit.htmlOffline HTML reader for every approved step01-name-campaign-audience.mdName campaign audience02-lock-the-promise.mdLock the promise03-pick-channels.mdPick channels04-spell-offer-details.mdSpell offer details05-write-success-measure.mdWrite success measureREADME.mdManifest of what you approved