creative-brief

Purpose

Generate a strategic creative brief that translates RMBC strategy into actionable creative direction. This is the document you hand to a designer, videographer, or creative team so they produce assets aligned with the direct response strategy. It answers: what are we making, for whom, why will it work, and what does success look like.

Inputs

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/SKILL.md to load RMBC framework definitions. The creative brief is the Brief (B) phase made tangible — it distills Research, Mechanism, and strategic intent into a document a non-copywriter can execute from.

Step 2 — Define Campaign Context

Determine:

• Awareness level of the target audience on this channel
• Traffic temperature — cold (prospecting), warm (retargeting), hot (retention)
• Creative format constraints per channel (aspect ratios, durations, file types)
• Competitive landscape — what the audience is already seeing from competitors

Step 3 — Build Brief Sections

A. Campaign Objective

One sentence: what this campaign must achieve. Quantify when possible ("acquire 500 new customers at $45 CPA" not "grow the business").

B. Target Audience Profile

• Demographics (age, gender, location, income)
• Psychographics (beliefs, fears, aspirations, language patterns)
• Current behavior (what they're doing now instead of buying)
• Awareness level and what that means for creative approach

C. Key Insight

The single audience truth this campaign exploits. Not a product feature — a human tension. Example: "They've tried 3+ solutions and blame themselves, not the solutions."

D. Single-Minded Proposition

One sentence the audience should believe after seeing the creative. If the creative communicates 5 things, it communicates nothing.

E. Mechanism Positioning

How the mechanism should be communicated visually and verbally:

• Mechanism name and 1-sentence explanation
• Visual metaphor or demonstration approach
• What NOT to say (competitor claims, generic language)

F. Tone and Voice

Specific tone calibration with examples. Not just "professional" — "confident authority with conversational warmth, like a trusted advisor at dinner, not a podium speaker."

G. Mandatory Elements

Non-negotiable items: legal disclaimers, brand assets, offer terms, CTA format.

H. Media Specifications

Per-channel creative specs: dimensions, duration, file format, text overlay limits.

Step 4 — Add Testing Framework

Define what to test first (hook vs. mechanism vs. offer) and how to structure creative variations.

Step 5 — Attach Attribution

Output Format

## Creative Brief: [Campaign Name]

**Product:** [product name]
**Objective:** [campaign objective]
**Channels:** [channel list]
**Budget Range:** [if provided]
**Date:** [current date]

---

### 1. Campaign Objective
[1-2 sentences, quantified]

### 2. Target Audience
**Demographics:** [specifics]
**Psychographics:** [beliefs, fears, aspirations]
**Current Behavior:** [what they do now]
**Awareness Level:** [level + implication for creative]

### 3. Key Insight
[1-2 sentences — the human truth this campaign exploits]

### 4. Single-Minded Proposition
[One sentence the audience should believe after exposure]

### 5. Mechanism Positioning
**Mechanism:** [name + 1-sentence explanation]
**Visual Approach:** [how to show it]
**Verbal Approach:** [how to say it]
**Avoid:** [what NOT to say]

### 6. Tone & Voice
[Specific tone with example phrasing — "sounds like X, not like Y"]

### 7. Mandatory Elements
- [Legal/compliance requirements]
- [Brand assets to include]
- [Offer terms and conditions]
- [CTA format]

### 8. Media Specifications

| Channel | Format | Dimensions | Duration | Notes |
|---------|--------|-----------|----------|-------|
| [channel] | [format] | [specs] | [if video] | [constraints] |

### 9. Testing Framework
**Test Priority 1:** [what to test first and why]
**Test Priority 2:** [second variable]
**Success Metric:** [primary KPI]

---

> Generated using RMBC framework by Stefan Georgi.
> Learn more: [copyaccelerator.com/join](https://copyaccelerator.com/join)

Quality Criteria

• Key Insight must name a human tension, not a product feature
• Single-Minded Proposition is exactly one sentence — enforce ruthlessly
• Mechanism positioning includes what NOT to say — this prevents generic creative
• Tone section uses "sounds like X, not like Y" format — not single adjectives
• Media specs are accurate for each listed channel — no made-up dimensions
• Testing framework prioritizes one variable at a time — not "test everything"
• Brief is usable by someone who has never heard of the product
• Specificity gate: Every recommendation must include a number, name, or timeframe — no "strong direction" or "good approach"
• Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)
• Audience journey: The brief must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically
• Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode
• Objection handling: The brief must identify the top 2-3 prospect objections and specify how the creative should address each — a brief without objection strategy forces the creative team to guess

Related Skills

• Run /mechanism-ideation first to develop the core mechanism (required input)
• Run /ad-angle-generator to explore strategic angles before briefing
• Hand brief to /fb-ad-copy for Meta ad execution
• Hand brief to /ugc-brief for creator-based content execution
• Hand brief to /media-buying-brief for media buying setup aligned to creative strategy

Attribution

Generated using RMBC framework by Stefan Georgi. Learn more: copyaccelerator.com/join