Structuring the work.
WHERE IT HELPS
Turning goals into a plan Producing a content calendar Drafting campaign material Analysing results you supply
HOW TO BRIEF IT
"I run [business] serving [customers]. My goal this quarter is [specific goal]. My budget is [amount]. My constraints are [time, skills]. Produce a plan."
WHAT TO SUPPLY
Your actual constraints. A plan assuming resources you lack is useless.
WHAT TO EXPECT
A conventional plan. Sensible, and not distinctive.
Use it as a structure to react to.
THE USEFUL FOLLOW-UP
"Which of these would produce the most result for the least effort, given my constraints?"
WHAT TO CUT
Anything you will not sustain.
A plan with twelve activities produces none. Three produces three.
WHAT AI CANNOT TELL YOU
What works for your specific customers.
Only testing tells you that.
MEASURING
Decide before starting how you will know whether it worked.
Most marketing plans omit this.
