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9 resources

Guide · Beginner · 6 min
Writing a campaign brief people can execute
The one-page brief format that lets a designer or writer produce assets without a meeting, and what each section is for.
- A brief exists so that someone else can make the assets correctly the first time. Most briefs are either a paragraph of hope or a deck nobody reads. This guide sets out a one-page format where every section answers a question the maker would otherwise have to ask.
- Objective and metric
- Audience and message
Checklist · Beginner · 10 min
Email send before it goes out checklist
The five-minute check before a campaign email is sent to the list.
- Every email mistake is sent to everyone. Five minutes here beats an apology email.
- ☐ Subject line states the idea; preview text set
- ☐ One link, tested, tagged
Items 10
Playbook · Intermediate · 4h
Launch a referral programme: playbook
Set up a referral programme that rewards real customers for real referrals, with tracking that holds up and terms that prevent abuse.
- A referral programme that produces attributed customers at a known cost per acquisition.
- Step 1: Choose a reward both sides want
- Step 2: Issue codes and links
Steps 5Deliverables 3
Cheat sheet · Beginner · 5 min
Marketing channels cheat sheet
What each channel is for, what it costs, and how to measure it. 4 sections, 16 entries.
- Owned
- Paid
- Earned
Entries 16
Checklist · Beginner · 10 min
Campaign launch checklist
What must be true the morning a campaign goes live.
- Campaigns fail on details: a wrong link, a mismatched price. This list catches them.
- ☐ Every asset states the same price, date and offer
- ☐ Every claim has proof
Items 10
Guide · Beginner · 8 min
Measuring marketing honestly
How to attribute results without fooling yourself, with a small set of numbers that survive scrutiny.
- Marketing measurement fails in two ways: claiming everything and measuring nothing. This guide is a middle path: a few numbers, defined precisely, compared consistently, and read with their limits stated.
- Define the events
- Tag consistently
Playbook · Intermediate · 4h
Content marketing that compounds: playbook
Publish content that earns search traffic and reuse it across channels on a sustainable schedule.
- Organic traffic growing month on month from pages that answer real questions.
- Step 1: Map topics from questions
- Step 2: Publish one strong piece a fortnight
Steps 5Deliverables 3
Playbook · Beginner · 3h
Set up email marketing that people open: playbook
Build an email programme with a clear promise, a real cadence and a list that grows because the emails are good.
- Open rate above the industry median three months in a row.
- Step 1: Make the promise
- Step 2: Build the welcome sequence
Steps 5Deliverables 3
Playbook · Intermediate · 5h
Run a product launch campaign: playbook
Execute a launch over four weeks with one message, a fixed asset list and measurement that decides the next launch.
- The launch target hit with every asset saying the same thing.
- Step 1: Lock the message in week one
- Step 2: Produce the asset list
Steps 5Deliverables 3

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