A production brief with one audience, one promise and an explicit test question.
Explain the customer situation
Start with who the content is for, what is happening in their life and why this product may help. Add the research that supports the angle. Distinguish a customer quote from a claim the brand is allowed to make.
State one primary message. If a brief contains several unrelated promises, split it into separate concepts so the eventual result is easier to interpret.
Specify the useful constraints
Give the creator the information needed to deliver usable work without scripting every personal detail.
- Customer situation, angle and product proof.
- Opening ideas, demonstration and intended next action.
- Required format, duration range, versions and delivery date.
- Mandatory wording, claims to avoid and reference assets.
- Review owner, feedback rounds and agreed usage scope.
Attach the test question
Explain what you want to learn. For example: does a product demonstration answer a common objection more effectively than an explanation alone? Keep the rest of the comparison as consistent as practical.
Collect feedback in one place and separate factual corrections from stylistic preferences. Preserve the original and revised versions with their identifiers, then link the final result back to the brief.
Your next steps
Use this checklist as you work through the guide.