How do you draft a whole campaign from one brief?

What should a campaign brief contain

A campaign brief should contain the audience, the problem you speak to, the offer, the one action you want and the proof you can honestly use. Everything else in the campaign is derived from those five lines.

The last item saves the most rework. A brief that lists which claims are off limits stops every draft from reaching for the same unsupported promise.

• Audience: who, in which companies, and what they care about this quarter.
• Problem: the situation the campaign speaks to, in the buyer's words.
• Offer: what you are inviting them to, such as a call, a guide or an event.
• Action: the one thing every touch asks for.
• Proof: facts you are allowed to state, and claims to avoid.

How do you turn campaign copy from a brief into emails

Turn the brief into emails by giving each touch one job. One common shape is an opening message that names the problem, a second that adds a useful idea, a third that offers proof and a last note that closes the loop politely.

In the campaign builder, each email is developed in its own editor and then reviewed as a whole sequence, which shows where two touches say the same thing. Generated emails are saved as drafts in your connected Gmail or Outlook mailbox; the builder writes the campaign but does not send it as an automated sequence, so timing stays with you.

How many touches should a multi touch campaign have

A multi-touch campaign should have as few touches as the story needs; the builder allows up to seven. A short campaign of distinct touches reads better than a long one that repeats itself.

Choose single-touch for an announcement or an invitation with a date. Choose multi-touch when the buyer needs time to see the problem, and give each touch a reason to exist. Pick a personality per piece where the tone should shift, such as a warmer voice for the last note than the first.

How does the AI campaign builder handle LinkedIn

The campaign builder drafts LinkedIn pieces for you to send yourself; the assistants and the builder do not send LinkedIn messages or automate LinkedIn. Mixing channels helps when a buyer ignores email, but the LinkedIn touch should read like a person writing, not a pasted copy of the email.

Keep it shorter than the email, refer to something specific to that person and send it from your own account.

Who should review the campaign before it goes out

Someone other than the writer should review the campaign before it goes out, checking it against the brief rather than against personal taste. On Team plans and above, the campaign builder supports review, comments and several users; on Pro, one person builds the campaign.