Campaign craft
Write a campaign brief that writes good letters
The writer can only use what you give it. Most weak letters come from a thin brief, so this is the highest-value ten minutes in the whole system.
Say why it matters, not what it is
What it does is one line. Why it matters is the sentence the whole letter turns on, and it should be about the problem, not about the reader. Then add one real proof point, if you have one. Leave it blank if you do not.
List the facts it may use
Approved facts are things that may appear word for word: a price, a feature, a time to set up. Anything not there, or in the lead's notes, stays out. That is what stops a letter inventing a customer.
Preview before you start
Open a sample for a real lead on the prompt page. The preview writes one letter from the brief and that lead's notes and tier, without sending it. Fix the brief and preview again.
Your checklist
- One sentence on why it matters.
- Facts it may use, one per line.
- Things it must never say.
- A signature for this campaign.
- Preview three different leads.
Screens show a fictional workspace with example data.