Start with a moment they recognise
Find an opening situation your intended customer understands and connect product features to practical results.
A FREE WORKING GUIDE BY HENK PRETORIUS
The Story That Sells Products.
Make your product’s advantage visible.
Work through five practical decisions to sharpen the story behind your homepage, advert or campaign, then turn it into a clear, one-page campaign brief.
8 PAGES / FILLABLE PDF
Type into the boxes and save your copy, or print and work through it by hand.
WHAT YOU’LL WORK THROUGH
Show why your product matters
Support a specific promise with evidence and build one consistent association around your product.
Check what people understand
Use the ten-second test to check immediate understanding and recall, then capture your decisions in a campaign brief.