Start with the brief

Write the promise first, then let the pinned media carry the proof.

Set the promise

State what the reader gets before you explain how it works. One sentence, no adjectives, no throat clearing.

If the promise needs a second sentence, the first one is not finished yet. Rewrite it until it stands alone.

One sentence, no adjectives

Adjectives hide the claim. Numbers and verbs carry it. Swap every adjective for a fact you can defend.

Choose the proof

A brief is only as strong as the evidence attached to it. Pick the one artefact that makes the promise obvious.

Screens beat slides. A moving clip beats a still. A number beats all three when it is honest.

Pick media that moves

Motion earns attention that a static frame has to beg for. Keep the clip short enough to loop without boring anyone.

Cut the middle

The middle of a brief is where hedging lives. Delete the paragraph that starts with context and see if anything breaks.

Usually nothing breaks. The reader was already ahead of you.

Land the outcome

Close on what changed. A metric, a shipped page, a decision made faster than last quarter.

If nothing changed, the brief was a memo. Say so and move on.