The Only Brief You’ll Ever Need

I’ve spent the better part of a decade saying some variation of:

• What’s the brief?
• Send me the brief
• Let me brief you
• Where is the brief?
• What the fuck shit even is this brief?

Because in marketing, without a clear brief, you’re just throwing shit at the wall and hoping it sticks.

Which is why I’ve decided to start writing them for you. And I’ve called it… yup, you guessed it…

The Brief is a monthly strategy you’d pay an agency thousands for—distilled into an easy (and entertaining) manual you can execute yourself.

If you want marketing based on proven principles—not algorithm hacks— you’ll wanna get your hands on The Brief.

You cannot persuade someone who isn't ready to buy. But modern marketing tactics often try to convince you otherwise.

“Do this one algo trick and start printing money.” 🙄

“Follow this Ads tactic and watch the leads pour in.” 🥱

Mmm, I call bullshit.

Just because it worked for one business doesn't mean it'll work for yours. Half the time, there isn’t even proof it worked in the first place. Not to mention—how often do you hear people complaining about the “unqualified junk leads” these hacks produce?

My marketing philosophy is built on four steps, not one trick:

Attention → Relationships → Memory → Sales

The Brief is where I break down the mechanics of that journey each month. I’m giving you the strategy to show up with a clear point of view until people remember what you stand for—so that when the need finally hits, you’re the only logical choice in their head.

The Briefing Rules

To keep the price at $50 per month and reward those who support me with their hard-earned cash, I follow three non-negotiables:

1. No back issues. When you subscribe, you get the next Brief. You don’t get the archives.
2. The vault is locked. I release back issues separately and occasionally—and usually only for existing subscribers.
3. No revolving door. I’m not setting a blanket rule on blocking people who cancel their subscriptions from resubscribing. But if you repeatedly subscribe, unsubscribe and resubscribe based on the theme of the month, you may eventually find the door locked.

Don’t sign up for this if:

• You’re expecting miracles. If your business is a mess and your offer is broken, you should probably get that sorted out before subscribing to The Brief.
• You want a swipe file to copy-paste. I’m not in the business of short-term tactics. A lot of what I teach in The Brief is based on scientific advertising principles. While there may be something actionable in each issue, you will still have to do some thinking.
• You expect every single issue to be equally relevant to you. While these principles are universal, some months will hit your specific pain points harder than others. There are no discounts or refunds because you didn't personally love this month’s topic. You’re either in for the long-term strategy, or you’re out.

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