Use one brief across the team
Sales, design, content, and advertising can give customers different messages when they work from different instructions. A shared brief should explain the audience, offer, evidence, and next action in plain language. Choose a decision maker who can resolve conflicting feedback.
Compare services by margin, available capacity, and repeat business. The service with the highest search volume is not always the most worthwhile to promote. Agree whether the evidence supports keeping, changing, or stopping the approach.
An offer people understand
State who the offer is for, what is included, and what happens after someone contacts you. A lower price cannot fix an unclear service or a slow response. Review the destination and response process alongside the campaign.
Separate management fees, media spend, production costs, and software charges. Assign each channel a role instead of dividing the budget equally. Separate agency fees from advertising, software, and production costs.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities