Speaking · Free lesson
Campaign briefs: audience and intended action
“Send an email about the webinar” names a channel and topic. You still need to know who should receive it and what the invitation should ask them to do.
Professor Scott MendozaThe short answer
Ask “Who is this for?” to identify the audience. Ask “What do we want them to do?” to identify the action. Email or social media is the channel, not the audience.
Separate who, what action and which channel.
An audience might be existing customers. The requested action might be registering for a webinar. Registering is not the same as attending or buying; use the action the brief actually specifies.
Three different answers
This email is for existing customers.
We want them to register for the webinar.
For names the audience in the first example. Want someone to do something names the intended action in the second.
Ask before you write
Clarify the audience
Who is this message for?
Clarify the action
What do we want them to do after reading it?
Try it now
Find the missing detail
Read all answers and explanations
Which question asks for the audience?
Who is this message for?Who asks about the people. Which channel and when ask about delivery and timing.
The brief says existing customers should register for a webinar. Which sentence preserves the action?
We want them to register for the webinar.Registering is the stated action. Buying and recommending are different goals.
Which phrase names a channel rather than an audience?
An email newsletterAn email newsletter carries the message. The other phrases identify groups of people.
Put it into practice
Clarify the campaign brief
A manager asks for a webinar email but has not named the audience or desired action. Ask for both, one step at a time.
- Manager
Please draft an email about our new webinar.
See a model answer
- Manager
Please draft an email about our new webinar.
- You
Who is the email for?
- Manager
It is for small-business owners who have not used our service.
- You
What would you like them to do after reading it?
- Manager
Register for the free webinar.
Audience answers who. Intended action answers what you want them to do. A channel such as email answers how the message reaches them.
A little more clarity
Common questions
A few useful details before you move on.
Are register and attend the same action?
No. Register means sign up; attend means be present at the event. A registration does not prove attendance.
Register today and attend the webinar on Thursday.
Is a business goal the same as the audience’s next action?
No. “Increase webinar attendance” is a business goal. “Register for the webinar” is an action a reader can take. A brief can include both, but the message should make the reader’s next step clear.
Take it into your day
Know the audience and requested action before choosing the wording.
English for Careers · Coming Soon
Follow a campaign from brief to review.
English for Digital Marketers: Career Simulation is coming soon, with planned practice in campaign briefs, content discussions and reporting.
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