# Campaign Brief Prompts Replace anything in [brackets] with your own details. ## Write the brief - Write a campaign brief for [campaign goal] aimed at [audience]. Include the business objective, the single message, the audience insight behind it, the offer, channels, success metrics, budget, timeline, and approval owners. - Here is a rough campaign idea: [paste]. Ask me the questions you need to turn it into a complete brief, one section at a time, then write the brief. - Write the audience insight for this campaign in one sentence that starts with "Our buyers believe" and ends with a tension we can resolve. Give me five options based on this research: [paste]. ## Sharpen the idea - Generate 10 campaign concepts for [goal] aimed at [audience]. For each, give a name, the core idea in one sentence, the main channel, and why it would stand out in our category. - Here is our campaign concept: [paste]. List the three most likely reasons it fails, then suggest a change to the brief that reduces each risk. - Write the creative direction section of a brief for [campaign]: the tone, what the audience should feel, visual references to describe in words, mandatory elements, and things to avoid. ## Plan the execution - Turn this brief: [paste] into a channel plan with the role of each channel, the assets each needs, the sequence over [number] weeks, and the metric each channel is accountable for. - Create an asset checklist for this campaign: [paste brief], listing every asset by channel, its format and size, the owner, and the due date relative to launch. - Write the measurement plan for this campaign: [paste brief]. Define the primary metric, two supporting metrics, the tracking setup needed, and the point at which we will decide to scale, adjust, or stop. - After the campaign, here are the results: [paste]. Write a short retrospective covering what worked, what did not, why, and three changes for the next campaign. ## Write the ads - Write five LinkedIn ad variations for [offer] aimed at [buyer role] at [company type]. Include intro text, a headline, and a description for each, with one proof point per ad. - Write a retargeting ad for people who visited our pricing or demo page and did not book. Address their most likely objection: [objection]. - Write a 30-second video ad script that names the buyer's problem in the first three seconds and drives viewers to [landing page]. - Write responsive search ad copy for [product] built around these keywords: [keywords]. Give 15 headlines of up to 30 characters and 4 descriptions of up to 90 characters. - Write three versions of an ad for [offer]: one using AIDA (attention, interest, desire, action), one using problem, agitate, solve, and one showing the customer's situation before and after. Label each version. --- From the AI Marketing Lab: https://derekfrancis.net/lab/ Some prompts are adapted from Marketing Prompts by CoachKit Contributors, shared under the MIT License. MIT License Copyright (c) 2025 CoachKit Contributors Permission is hereby granted, free of charge, to any person obtaining a copy of this software and associated documentation files (the "Software"), to deal in the Software without restriction, including without limitation the rights to use, copy, modify, merge, publish, distribute, sublicense, and/or sell copies of the Software, and to permit persons to whom the Software is furnished to do so, subject to the following conditions: The above copyright notice and this permission notice shall be included in all copies or substantial portions of the Software. THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM, OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE SOFTWARE.