1. The decision
What are we trying to learn? Write one clear question. What changes between executions? Identify one major variable rather than changing every element at once.
2. The audience problem
Describe the actual customer problem in plain language. Separate evidence you have from assumptions you still need to test. Do not infer sensitive personal attributes from an advertiser’s creative.
3. The core message
Draft one sentence that connects your product’s real capability to the customer problem. Add a headline direction and supporting copy. Mark every factual claim that needs verification before launch.
4. The proof
List the evidence needed: a verified specification, accurate product demonstration, properly authorized testimonial, or substantiated comparison. Leave a claim out when its evidence is missing.
5. The visual hierarchy
State what the viewer should notice first, second, and third. Define the product’s role, the image type, the available space for copy, and where essential information must remain visible. Use placement specifications verified separately for the channel you will publish on.
6. The offer and call to action
Describe the actual offer, price basis, conditions, and destination. Confirm that the landing page supports the ad’s promise. Do not inherit another brand’s discount or guarantee.
7. The research references
Attach the relevant ad record identifiers and observation context. Write what you learned from each reference. Note whether the source was partial or the visual unavailable.
8. The final handoff
Deliver the brief, owned or licensed assets, verified copy claims, and measurement plan. Label it a test hypothesis—not a predicted winner. The final creative should be your own execution.