Leads & bookings
Write a brief for a short ad video
You will have a one-page brief with the offer, the viewer, four shots and the words for each.
Before you start
- One product or service to advertise
- Your real offer, price and any limits
- Your own photos or footage, or permission to use any you plan to include
Why write a brief first
Video tools make clips quickly, and they will make whatever you ask for. A vague request gives a vague ad. A brief keeps the ad tied to your real offer.
Step 1: Write the basics
- The offer in one sentence, with the real price and any conditions.
- The viewer: who they are and what problem they have.
- The one action you want, such as book, buy or visit.
- Anything you must not say, such as unproven claims.
Step 2: Plan four shots
Prompt you can copy
Write a 15-second ad brief with four shots for this offer: [offer] Viewer: [viewer] Action: [action] For each shot give the picture, the spoken line (under 12 words) and the on-screen text. Shot 1 is the problem, shot 2 the offer, shot 3 the proof I gave you, shot 4 the action. Do not invent results, testimonials or prices.
Cross out anything that claims more than you can show. Only use real proof, such as your own customer quotes with permission.
Step 3: Make it and check it
- Make one version first and watch it on a phone.
- Check the offer, price and dates are right on screen.
- Do not copy someone’s face, voice or brand without their permission.
- Follow the ad rules of the platform you will run it on.
Common mistakes to avoid
- Starting in a video tool without a brief
- Letting an assistant invent testimonials or results
- Using a real person’s likeness without permission
- Not checking the platform’s ad rules
Final checklist
- My brief has the offer, viewer and action
- It has four shots with words
- All claims are true and provable
- I checked the ad on a phone