The Secret to Short, Sharp Marketing Brief

Hey,

Let’s be honest—every day you either receive a brief that sucks or write one that sucks. You secretly wonder if you're an impostor who doesn't really know how to write a proper brief. You're terrified someone else will notice.

I get it. I'm with you.

In this article, I’ve distilled everything I've learned into an actionable, no-BS guide to writing briefs that actually work. Today, we'll tackle the client (marketing) brief. Next week, I’ll dive deep into the creative brief.

If your campaigns keep missing the mark, your brief is the problem. Here’s how to fix it, starting with the client's side of the table.

How Did Briefs Enter Marketing & Advertising?

The word “brief” comes from the Latin brevis, meaning “short.”

Originally used by lawyers as concise documents summarising key points, marketers adopted briefs to clearly communicate strategy, align teams, and minimize wasted effort.

In advertising’s mid-20th-century boom, the brief emerged as a critical tool to keep everyone—from client to creative—focused on shared goals. Short, sharp, effective—exactly as the Romans intended.

Client Brief (Marketing Brief)

If you're part of the marketing team, I already know you love your product. You know everything about it. You’re excited to share all the details. But, please, keep it short and sharp.

Your agency doesn't need everything—just precise, insightful, actionable information.

Example of a Bad Client Brief:

🚫 Objective: “We want a viral campaign that increases brand awareness.”
🚫 Target Audience: “18-65-year-olds who like our product.”
🚫 Key Message: “We’re a market leader in innovation.”
🚫 Deliverables: “A video. Maybe some social posts.”

I hate to break it to you, but this brief is useless.

• "Go viral" isn't an objective or strategy. It’s a lottery ticket.

• "18-65" isn’t a target audience—it’s literally everyone.

• "Market leader in innovation" means nothing without proof—and frankly, no one cares. Consumers want messages that resonate with them, not your ego.

• "A video" is not creative direction; it’s a vague idea that gets you nowhere.

Instead, your brief should include specifics like budget, platforms, timing, and—most importantly—honesty about the actual problem you're facing. Sales down? Growth stalled? Retention issues? Tell me your real problem clearly, so I can create a solution that actually solves it.

Client Brief Template (Copy & Use):

I’ve got something extra for you—a ready-to-use brief template.

Just open the link, copy the template, drop your logo on it, and share it with your clients or team - https://beyondthebrief.short.gy/oRRBdX 

You're welcome.

Brief Example: Athletic Greens

Here’s a quick, sharp example of a client brief (Athletic Greens).
Feel free to copy it, adjust it, or give it to ChatGPT along with your brand info—let AI do the heavy lifting for your next brief.

Company Background (Optional):
Athletic Greens (AG1) is a premium daily supplement brand built on simplicity, transparency, and health efficacy. Our hero product, AG1, offers 75 vitamins, minerals, and whole-food ingredients in one scoop. We’re a leader in the wellness DTC space, with a loyal following among health-conscious millennials.

Objective:
Increase new monthly subscriptions by 20% within 3 months, specifically targeting fitness-oriented millennials who haven't yet committed to daily supplements.

Problem We’re Facing:
Growth has slowed; many potential subscribers view AG1 as a "nice-to-have" luxury rather than an essential part of their daily health routine. Competition is aggressively positioning cheaper alternatives.

Target Audience:
Meet Emma—she’s 29, lives in a big city, exercises 3-5 times a week, and cares deeply about wellness. She’s tried various supplements but struggles to find a simple, trustworthy routine she can stick with daily.

Key Message and Assets:
AG1 simplifies your health: One scoop, once a day, everything you need.

Proof Points:

• Backed by over 20,000 5-star customer reviews.

• Trusted daily by professional athletes and health experts.

• Third-party tested for quality and purity.

Competitors:
Huel, Ritual, Bloom Nutrition—cheaper but less comprehensive or backed by less rigorous testing and credibility.

Platforms & Channels:
Instagram Stories & Reels, TikTok, YouTube pre-roll (targeting fitness and wellness content creators).

Deliverables Needed:

• 1 x 30-second YouTube pre-roll ad

• 3 x 15-second Instagram Story/Reel ads

• 3 x TikTok influencer collaborations (fitness/wellness creators)

Budget & Timing:
$100,000 total budget. Campaign must launch by May 15th and run until August 15th.

Wrapping it up:

Briefs don't have to suck. Be clear, be honest, be concise. Great briefs lead to great work.

Save this article. Steal these templates. Stop writing bad briefs.

And stay tuned—next week we're diving deep into creative briefs. I'll bring more examples, another easy-to-use template, and actionable insights.

Forward this article to a friend, colleague, or even that client who always sends terrible briefs.

Your campaigns—and your sanity—will thank you.

Best,
Marti