The Project Brief is the strategic backbone of your project. It's where you capture the goals, audience, key messages, and context for a campaign — and it's one of the most powerful inputs for the AI.
What the Project Brief is for
Your Brand Profile tells the AI who you are. Your Project Brief tells the AI what this specific campaign is about.
When you use the AI copilot to write content inside a project, it pulls from both your Brand Profile and the Project Brief to generate drafts. That means a welcome sequence brief produces different content than a product launch brief, even though both are using the same brand voice.
Without a brief, the AI only has your Brand Profile to work with. That's still useful — but with a brief, the output gets significantly more relevant and specific.
Where to find it
The Project Brief editor is on the project detail page, below the name, description, and status fields. It's a rich text editor, so you can format your brief with headings, bold text, bullet points, links, and more.
What to include
There's no rigid template — write whatever gives the best context for this specific campaign. That said, here are the elements that tend to make the biggest difference:
The goal
What are you trying to accomplish with this campaign? Be specific.
"Get 50 people to sign up for the spring cohort" is better than "promote my course"
"Re-engage subscribers who haven't opened in 90+ days" is better than "send a re-engagement series"
The audience (for this campaign)
Your Brand Profile captures your general audience. The brief is where you get specific:
Is this going to your full list or a segment?
Are these warm leads, cold subscribers, or existing customers?
What do they already know about this offer?
Key messages
What are the 2–3 things you want the reader to take away? These anchor every email in the project.
The offer (if applicable)
If you're selling something, include:
What it is and who it's for
Price and any bonuses
Timeline (cart open, close, early bird, etc.)
The transformation it delivers
Tone or angle
Is this campaign playful? Urgent? Intimate? If the tone should differ from your usual brand voice, note that here.
Sequence structure (if relevant)
If you're planning a multi-email sequence, outline the arc:
Email 1: Story that introduces the problem
Email 2: The hidden cost of not solving it
Email 3: Introduce the solution
Email 4: Social proof and results
Email 5: Last chance, doors closing
An example brief
Here's what a solid brief might look like:
Campaign: Spring Cohort Launch — "The Aligned Leader" Program
Goal: Enroll 30 people in the 8-week group coaching cohort starting April 14.
Audience: Warm subscribers who've engaged in the last 60 days. Most are women in mid-level leadership roles who've been following me for 3–6 months. They know my philosophy but haven't bought anything yet.
Key messages:
Leadership doesn't have to mean burning out
The skills they need aren't more productivity hacks — it's learning to trust their own instincts
This program is small and intimate by design (30 seats max)
Offer: $1,200 or 3 payments of $425. Early bird: $997 through March 28. Includes 8 weekly group sessions, private community, 1:1 onboarding call.
Tone: Warm, honest, a little vulnerable. Not hype-y. This is an invitation, not a hard sell.
Sequence:
Personal story about my own leadership burnout
The real cost of leading from depletion (their audience feels this)
What "aligned leadership" actually looks like (introduce the program)
Client story / testimonial
FAQ + early bird reminder
Final email — doors close tonight
Using AI with your brief
The Project Brief editor supports AI generation, so you can use the AI copilot to help you draft or refine your brief itself. This is especially useful if you know the campaign you want to run but haven't organized your thoughts yet.
You can also leave inline comments on the brief if you're collaborating with a team member — useful for aligning on strategy before anyone starts writing.
The brief is a living document
Your brief doesn't need to be perfect before you start writing content. Start with a rough outline, begin creating emails, and come back to refine the brief as the campaign takes shape. The AI will use whatever's there — even a few bullet points help.