Most campaign briefs fail before anyone writes a word of copy, because they get written after the plan is already locked. The result describes a campaign instead of defining one. These five prompts force the decisions that are usually left vague.
What’s on this page
- A one-page brief skeleton that marks its own gaps instead of guessing.
- A prompt that reduces your messaging to a single sentence.
- An objection map so the copy answers the real hesitations.
- A channel fit check that kills channels that do not suit the audience.
- A measurement plan tied to the objective, not to vanity numbers.
The prompts
1. Brief Skeleton
Act as a marketing lead writing a one-page campaign brief for [product] aimed at [audience]. Fill in these fields: objective, the single core message, three proof points, channels to use, budget split as percentages, and how we will measure success. For any field you cannot infer from what I gave you, write [TO CONFIRM] instead of guessing.What it does: Produces a brief with its unknowns visible, which is far more useful than a confident invented budget split.
How to use: Replace [product] and [audience], then resolve every [TO CONFIRM] with your own team before the brief is signed off.
2. Single Message Reducer
Here is my campaign message: [paste your drafts]. Reduce it to one sentence that contains the audience, the change they get, and the reason to believe it. Then rewrite that sentence three ways at different levels of directness — factual, warm, and blunt.What it does: Collapses a message that has quietly become four messages into one defensible sentence.
How to use: Paste every version of the message your team has produced. Nothing sharpens a message faster than forcing it into one line.
3. Objection Map
For [product] and [audience], list the five objections that stop people from acting. For each one give: how it sounds in the customer's own words, what proof would defuse it, and which channel is best for delivering that proof.What it does: Turns objections into the brief’s content plan, in the customer’s language.
How to use: Paste real quotes if you have them — support tickets, review complaints, sales call notes. The output gets sharper with real language instead of generic personas.
4. Channel Fit Check
Given the objective [objective] and audience [audience], evaluate these channels: [list channels]. For each, tell me what it is good at, what it is bad at for this audience, and what the minimum viable test would look like. Rank them by expected effort per result, not by reach.What it does: Cuts the channel list down using fit rather than enthusiasm.
How to use: Do not describe expected results as numbers — ask for the structure of a test and run it yourself.
5. Measurement Plan
For this brief: [paste the brief], define how we measure success. Name one primary metric, two supporting metrics, one leading indicator we can check early, and the review date. Explain what result would make us stop the campaign. Do not invent benchmark numbers.What it does: Locks the objective to something checkable, and pre-commits to a stop condition.
How to use: Fill in your own targets after the structure comes back. Decide the stop condition before you spend, not after.
How to adapt these prompts
- Add “this is a B2B campaign with a six-month sales cycle” to prompt 2 so the message stops chasing instant conversions.
- For a product launch, run prompt 5 twice — once for launch week, once for the 90 days after.
- If the brief will be reviewed by people who did not write it, ask prompt 1 for a “risks and assumptions” section as well.
FAQ
How long should a campaign brief be?
One page. If it needs more, split it into a strategy document and a production sheet rather than growing the brief.
Who should write the brief?
Whoever owns the outcome, not whoever has spare time. A brief assembled by committee usually contains every objective and no priority.
What belongs in a brief that most people leave out?
The stop condition and the assumptions. Both are uncomfortable to write down, which is exactly why they are worth writing down.
Keep going
- All ChatGPT prompts for marketing
- Browse the Marketing prompt library
- 5 Claude prompts for case studies
- 5 ChatGPT prompts for keyword research
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