Before writing ads, emails, webinars, product pages, or launch copy, write the offer brief. It is the small document that keeps the whole campaign from wobbling.
The point is not to create corporate paperwork. The point is to make the offer clear enough that every piece of marketing can pull in the same direction.
The six fields
- Buyer: Who has the problem right now?
- Pain: What is expensive, frustrating, risky, or slow about the current situation?
- Promise: What specific improvement are you offering?
- Proof: Why should they believe you?
- Path: What happens after they buy?
- Price logic: Why is the price reasonable compared with the cost of staying stuck?
Brief action: Fill the six fields in plain language. If any answer needs a paragraph to make sense, tighten the offer before writing the sales page.
The brief
Most weak marketing is downstream of a fuzzy offer. Clarify the offer first and every channel becomes easier to use.