PRACTICAL TOOL · 5 MINUTES

Before the
first word.

Good work starts with a clear brief. Use these six prompts to gather the essentials for your next writing project.

01 / The audienceWho is this for? What do they already know, need, or care about?02 / The goalWhat should a reader understand, feel, or do next?03 / The messageWhat is the one thing you want them to remember?04 / The proofWhich facts, examples, and sources support the story?05 / The voiceWhich three words describe how your brand should sound?06 / The scopeWhat format, length, timing, and review process does the work need?

Before thefirst word.

A good story startswith a conversation.

Before the
first word.

A good story starts
with a conversation.