SecondPen.aiTemplates · Go-to-market, marketing & sales
Creative brief template
Origin: Advertising agency standard (the "single-minded proposition" tradition from Ogilvy and others).
Sections
- Background
- Objective
- Audience
- Insight
- Single-minded proposition
- Reasons to believe
- Tone
- Mandatories
- Deliverables & timing
How a tough reader scores it
When you score a draft against this format, the Critic evaluates this creative brief. The weights add up to 100; the fixes for the weakest criteria arrive as cards in the editor.
| Criterion | Weight |
|---|---|
| Objective is measurable | 15 |
| Audience is vivid and specific | 15 |
| Insight is a genuine human truth, not a product fact | 20 |
| Proposition is single-minded | 25 |
| Reasons to believe support it | 10 |
| Deliverables and constraints are clear | 10 |
| Fits one page | 5 |
How it works in SecondPen.ai
Open the template and the editor writes the blank once, with a line of guidance under each heading that you delete as you fill it in. Write your abstract and the editor names the format it reads like. Ask for a document with a slash command and it offers to start from the matching format. When the draft is ready, the Critic scores it against the criteria above, the way this format's toughest reader would, and the three highest-leverage fixes become Editor cards.
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