Commit to auditing one video brief for viewer job, objective, proof, and CTA before production starts.
Audit one live video brief before creative handoff a video brief that is headed to an internal editor, freelancer, agency, or production partner I will spend 30 minutes before the next creative handoff auditing one video brief for four fields: viewer job, SMART objective, proof required, and CTA fit. I will rewrite any vague audience line into context plus struggle plus desired progress, and I will leave one comment explaining the change. In three days, check whether one brief was audited and whether at least one field changed. A product launch teaser brief is about to go to an agency…
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