01
Commercial purpose
What valuable customer decision should this guide make easier?
Which product, service or booking should it naturally lead towards?
What measurable business result would make the guide worthwhile?
PRINTABLE AUTHORITY ASSET BRIEF
Plan the guide before designing the cover.
Start with the customer decision, commercial path and genuinely useful content. Design comes after the job is clear.
SAVE A COPY
Use Print and choose Save as PDF.
Use Print and choose Save as PDF.
BUSINESS
WORKING GUIDE TITLE
PRIMARY READER
PRIMARY NEXT STEP
02
Reader and moment
Who is the first reader?
What has just happened when they look for this information?
What are they worried about, comparing or delaying?
03
Useful promise
What will the reader understand or decide by the end?
Which mistakes, myths or choices deserve explanation?
What information can the business provide that generic internet content cannot?
04
Content architecture
What is the strongest opening problem or opportunity?
Which 5–8 sections create the clearest decision path?
Where should examples, checklists, comparisons or tools appear?
05
Customer routes
Which readers should book, buy, enquire, download or continue learning?
What exact next step fits each reader?
Which QR codes, links and tracking fields are required?
06
Distribution and reuse
Where will the guide be offered organically?
Which database segments should receive it after approval?
How will it become posts, emails, videos, landing pages and sales material?
The one-page brief
The guide is for:
It helps them:
It is different because:
The main sections are:
The primary next step is:
Success will be measured by: