Start with a decision, not a list of channels
Write the action you want: book a consultation, request a quote or visit a store. Then describe the person who can take that action, the problem they face and why your offer is relevant. “Increase awareness” needs a defined audience and evidence you can observe.
Define what will be delivered
Specify the format, language, channels, deadlines, source files and number of review rounds. Separate production fees from media spend. Decide who supplies product information and who can approve factual claims. For print, get the production specification from the printer before artwork starts.
A small example you can adapt
Example brief: a local café wants enquiries about office catering. The audience is office administrators within its real delivery area. The deliverable is one landing page and three creative concepts. Success is qualified catering enquiries, not just clicks. These are illustrative choices, not a case study or promised result.
Make approval and feedback clear
Choose one person to consolidate feedback. Review the message and facts before discussing decorative details. Keep a written record of approved scope and changes. If the goal or audience changes, revisit the brief instead of asking the team to patch incompatible requests together.
Quick application checklist
- Goal and next action
- Audience and service area
- Offer, evidence and limitations
- Deliverables, costs and approval owner