A simple message brief avoids content that says nothing

Generic content tends to appear when you start with the format: “we need to post a carousel”. A short brief helps you decide what deserves to be said and how to recognize a useful piece.

Fill in five fields

1. For those who: describe the situation, not an abstract audience.

2. Problem: name the task or question in words customers use.

3. Result: explain what the person will be able to understand or do.

4. Evidence: indicate an example, specific data or demonstration that supports the message.

5. Next step: say a simple, informative action, like comparing options or using a checklist.

If any field is empty, return to the search. Don't make up statistics or turn hypotheses into facts. The brief serves to keep communication honest and specific.

Review from the perspective of the reader

Ask someone who wasn't involved in the creation to summarize the message. If you can't identify who it's for, what it teaches, or what it can do next, simplify. Remove adjectives that do not add proof or instruction.

Keep the briefs with the results. Over time, you will see which doubts return, which examples clarify and where the promise still generates misinterpretations.

Frequently asked questions

Does the brief need to be long?

No. One page or up to five lines are enough if they respond to the fields and allow you to review the piece.

Can I adapt the same content for multiple channels?

Yes. Preserve the central idea and adjust the structure, extension and context of each channel.

What to do without your own data?

Use a verifiable statement or state the limit of what you know. Collect evidence before making a broad claim.

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