A brief instead of "write a post"

Text quality is decided by the brief

The difference between a useless and a working result sits almost entirely in the inputs. "Write a post about our webinar" produces an average text, because you told the model nothing it couldn't have invented itself.

Six mandatory fields

[GOAL]      The one action you expect from the reader.
[AUDIENCE]  Who they are, what they know, what they fear.
[FORMAT]    Channel and a hard character limit.
[TONE]      By comparison: "like to a colleague in chat", not "friendly".
[SUBSTANCE] Numbers, details, a case — what the model doesn't know.
[BANS]      Words and devices that must not appear.

The fifth field matters more than the rest combined. Without your substance you get a competent text about nothing — and that's the main reason AI content is recognised from the first lines.

The difference in practice

Write a post about our AI webinar

In today's world, artificial intelligence becomes… (smooth, empty, applicable to any webinar on earth)

Now with a brief: goal — registration; audience — founders who already tried ChatGPT and were disappointed; format — Telegram, up to 600 characters; tone — like to a colleague; substance — at the last webinar 40% of participants built a working prompt for their own task within an hour; bans — "unique", "revolutionary", all-caps.

The second request yields text only your company could write. The first — text thousands have already written.

The brief as a reusable asset

The "audience", "tone", and "bans" fields rarely change for you. Save them once and drop them in — then each new text costs you thirty seconds on goal, format, and substance.

Insight. The "substance" field decides more than the rest: it's your numbers and details that separate text only you could write from text thousands have already written.

Common mistake. Describing tone with adjectives. The model reads "friendly" however it likes; "like to a colleague in chat" is unambiguous.

Pro tip. Save audience, tone, and bans once as a template. After that each text takes half a minute instead of five.

Cheat sheet

Six fields: goal, audience, format, tone, substance, bans.
Without substance it comes out smooth and empty.
Tone is set by comparison, not an adjective.
The constant fields are saved as a template.

1. Which brief field decides the most?

2. How do you set tone correctly?

3. What do you do with the constant brief fields?

Task — checked by AI

Build your own brief template with six fields and fill it in for three different real tasks (for example: a post, an email, a product description). Be sure to include substance — real numbers or details from your practice. Run the same material with the brief and without it, paste both results and a comparison.

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