Most content underperforms because it was never briefed. This one-page brief forces the decisions that matter — who it's for, the single idea, the hook, and the call to action — before you waste hours producing the wrong thing.
Define the one reader. Write the brief for a single person. Name the audience and the exact problem this piece solves for them.
Commit to one idea. Fill the 'Single big idea' field in one sentence. If you can't, the piece isn't ready to produce.
Draft the hook before the body. Write three candidate hooks. The brief isn't done until one earns a click on its own.
Set the success metric. Pick the one number that tells you the piece worked, so you can judge it honestly after publishing.
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Fill these before any production starts. If a field is blank, the piece isn't ready.
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At minimum: the target audience, the single big idea, the hook, an outline, and the primary call to action. Those five decisions determine whether a piece works before you spend time producing it.
Ten to fifteen minutes. The brief is meant to force fast clarity, not become a document you maintain. If it's taking longer, the idea probably needs sharpening.
