# Recipe: campaign brief, from loose ideas to one page

A copy-paste prompt: your agent turns rough ideas into a campaign brief with an objective, audience, message, formats, limits, risks and a proposed decision.

> [!info]
> **For:** a campaign lead, or a founder doing their own marketing. **When:** when ideas have piled up and something needs to go out. **Takes:** a few minutes of agent time. **You get:** a one-page brief grounded in your goals and brand rules, with the main choice left as a proposed decision for you.

## The prompt

```text
Turn <ideas document or rough notes> into a campaign brief in onecell.
Save it to <cell>.

1. Read the ideas, our audience and voice documents, and any goal or plan
   they serve (search onecell). Cite what you use.

2. Draft "Campaign brief: <name>" (dry run first):
   - the objective, and the one number that says it worked
   - the audience: who, and what they believe today
   - the message: one line, plus three proof points that are live now
   - formats and channels, smallest first
   - what we won't say or claim, from our rules
   - risks, as a checklist
   - the main open choice as a proposed decision

3. Reply with the link and the decision you need from me first.
```

## What your agent does

1. Ties it to a goal
   Finds the plan the campaign serves and takes its number from there, instead of inventing one.
2. Keeps proof honest
   Only proof points that are live now, and a list of what not to claim, from your own rules.
3. Starts small
   Formats in order of effort, so the first piece can go out this week.
4. Leaves the call to you
   The main choice is a proposed decision. Accept it, and onecell records who did.

## What you get

A brief for a made-up invoicing app, Tally. The main choice, what to launch with, is left as a proposed decision.

<!-- onecell:block {"type":"embed","documentId":"4359f414-463f-4d24-984c-323ba419247b"} -->
[Sample campaign brief: Get paid before Friday](https://onecell.io/p/sample-campaign-brief-paid-before-friday)

## Variations

<details>
<summary>Compare territories first</summary>

Add: “Before the brief, score each territory on fit with the audience, proof we can show today, and effort, in one table.” Then pick.

</details>

<details>
<summary>A brief for an agency or freelancer</summary>

Add: “Write it for someone outside the team: include the voice rules in full and link the brand documents.” Share the page with them as a viewer.

</details>

<details>
<summary>Afterwards, what worked</summary>

When it has run, ask: “Compare the result with the brief's number, and record what we learned as a decision for next time.”

</details>

## Tips

- One number. A brief with five measures has none.
- The “what we won't say” list saves a review round later.
- Run the *Brand voice check* recipe on each piece before it goes out.

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Part of [onecell recipes](https://onecell.io/help/recipes): copy-paste prompts for using onecell in your work.