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Five briefs, written out

Each one is a hook, three to five beats and a close. Copy it, fill the slots, send it.

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How to use one

Three habits that make a template work once it is inside a brief.

01

Fill the slots

{product}, {benefit} and {audience} are the only blanks. Write them the way your customer says them, not the way your packaging does.

02

Pick three or four a campaign

Different shapes from the same creator are what give you something to test. One shape repeated is the same video five times.

03

Let the creator keep her words

The template is the shape. The lines inside it are hers. That is why it reads like a person and not like an ad.

The five

Straight from the style library the brief picks from. The why under each is the reason it keeps repeating on TikTok and Instagram.

POV

Hook

POV: you just found {product} and {benefit}

Beats
  1. 1Open on the moment, phone-in-hand, no intro
  2. 2Show the product the way you would really use it
  3. 3One line about what changed ({benefit})
  4. 4End on your face, no sales voice
Close

Say where you got it, nothing more

The viewer is placed inside the moment. It repeats across every niche because it needs no setup.

3 things

Hook

3 things nobody tells you about {product}

Beats
  1. 1Say the number and the topic in the first line
  2. 2Thing 1: the surprise
  3. 3Thing 2: the practical one
  4. 4Thing 3: the one that sells ({benefit})
Close

Ask which one they did not know

A number promises an end. People stay to see all three.

Problem → solution

Hook

If you struggle with this, {product} is what helped

Beats
  1. 1Name the problem the way {audience} says it
  2. 2Show it, do not describe it
  3. 3Bring in {product} as the thing that helped
  4. 4Show the outcome ({benefit})
Close

Ask if they have the same problem

Naming the problem is the hook. The viewer who has it cannot scroll past their own words.

Unboxing

Hook

My {product} came in

Beats
  1. 1Package in hand, one line of why you ordered it
  2. 2Open it, let the sound carry
  3. 3First real reaction, unscripted
  4. 4First use, short
Close

Say you will update them

First impressions are the most believable ones. Nobody rehearses an unboxing.

Before / after

Hook

This was {product} day 1 vs now

Beats
  1. 1Before, clearly labelled
  2. 2The routine, fast
  3. 3After, same light and angle
  4. 4Say what you actually did, nothing else
Close

Say how long it took

The result is the argument. Only use it when the brand can back what the video shows.

Seven more in the product

The brief inside a campaign offers twelve starters, plus any style read from one of your own winners.

Don’t buy until
A warning reads as honesty. The viewer expects a catch, so they stay for the verdict.
GRWM
Routine content feels like a friend on FaceTime. The product is part of the day, not the point.
Day in the life
Nothing is being sold. That is why people believe what they see in it.
Wish I knew sooner
Hindsight is advice without the pitch.
This or that
A comparison gives the viewer something to argue with. Arguing is engagement.
Silent demo
Works with sound off, in every language, and reads as craft rather than pitch.
Storytime
A story has a shape people already know. They stay to see it close.

Keep reading

Briefs & SchedulingA brief made of video styles, a session with a rate and hours, and a track from Scripts to Paid.High Volume UGCOne hourly session, several styles, a batch back. Then do it with ten creators.ResourcesTemplates to copy, playbooks to read, people to ask.PricingThe plan, the platform fee and the ad spend fee, per plan.

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Questions about Brief Templates

Yes, word for word. Inside a campaign the brief offers all twelve, and the slots are filled from your store.