Goal
Write a one-page brief an editor, a designer or an AI can turn into the right ad on the first or second round.
Why it matters
Most bad ads aren’t bad editing. The editor had to guess: which photo, which words, which claim was OK to make. Every guess costs you a round, and some guesses cost you a lot more, like a claim you can’t back up, running in front of strangers you paid to reach. A one-page takes the guessing away. It works the same whether the ad gets made by an editor, a designer or an AI tool like Claude. What follows are my rules from real ad rounds, put on one page.
In the full lesson
- Step 1 · Top of the page: the concept, in four lines
- Step 2 · The hook in words, and the format
- Step 3 · Real assets only, and what AI may touch
- Step 4 · What must not change, and the claims to confirm
- Step 5 · Review in rounds on one page, then name it
This lesson is in The Ultemir Playbook.
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