New Strategy

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1. Campaign Logistics

Campaign Name

Business Name

Primary Goal

Total Budget

Start Date

End Date

2. The Deep Problem

Ideal Customer Profile

Immediate Problem

Bigger Root Problem

Daily Frustrations

What keeps them awake at night?

What have they tried already? (And why did it fail?)

3. The Transformation

What do they SECRETLY want?

What does success look like for them?

Exact words they use to describe the problem

The Trigger Moment (When do they decide to buy?)

4. The Irresistible Offer

The Core Offer

The Proof (Why should they trust you?)

Ad Creative Drafts

Main Headline

Supporting Copy / Hook

Call to Action (CTA)

5. Visual Direction

Problem State Image Idea

Success State Image Idea

Thumbnail / Scroll Stopper Idea

6. The Marketing Math

Value per Customer

Max CAC

Testing Budget

Scaling Budget

Target Impressions

Target Clicks

Target Leads

Target Sales

Get You To Click