From a to b. A simple brief
What is the commercial, social or national situation (the wider context in which the problem is situated)?
Who are we talking to?
Who is our target? If there are more than one, pick no more than 3 and map them out individually.
What is the situation of our target audience?
Audience Problem we need to solve
Where is our audience now relative to the situation? What do our target audience think, feel and do in relation to this situation/problem (a) at the moment?
Where would we like them to be? What do we want them to think, feel and do in the future? (b)
What change in behavior do we need to achieve (eg stop X and do Y).
What offer suggestion or thought might get them from (a) to (b)? The rational appeal
Inspiring principle (the insight)
What’s the human insight that is a short cut route to success? What’s the perfect think, feel and do state in our dream scenario? The emotional appeal.
Call to action
What do we want the target audience to do first?