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Use when paid ad AUDIENCES must be researched and defined before launch — target profile, interest and behavior mapping per platform, audience sizing, cold, warm, and hot tiering, lookalike seeds, exclusions, and ranked targeting hypotheses to test. Trigger on 'audience research', 'who should I target', 'interest targeting', 'Meta audience for this product', 'TikTok targeting ideas', 'my targeting is too broad'. Also use when launch is imminent and the ad set targeting is still empty. Not for — persona and JTBD depth for content, see `09-customer-insight-global`; warm retargeting tiers, see `56-retargeting-plan-global`; where the budget goes, see `54-media-plan-global`; the campaign hierarchy, see `52-account-structure-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when the user needs to choose and stand up marketing channels and the tech behind them — channel selection scoring, platform-by-platform setup checklists, business account and verification steps, and integrations, with region priorities: US Meta plus Google plus LinkedIn, EU adding Xing, SEA adding TikTok, Shopee, Lazada and LINE, LATAM adding WhatsApp Business and Mercado Libre. Trigger on 'channel setup', 'which platforms should we be on', 'set up Google Business Profile', 'marketing tech stack', 'we are starting from zero on social', 'connect our accounts'. Not for — conversion tracking and pixels, see `53-tracking-setup-global`; ad account hierarchy, see `52-account-structure-global`; the posting plan once channels exist, see `01-content-calendar-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when the next period ADS plan must be built from last period results — read the report and the audit, keep and scale winners, stop or fix losers, set new test hypotheses, split budget, plan three budget scenarios, and schedule the creative pipeline. Trigger on 'next month ads plan', 'plan ads from the report', 'what should we run next month', 'Q4 ads plan', 'next quarter media plan', 'the month ended, now what'. Also use when a report and an audit both exist and no decisions have been made. Not for — the first media plan before any data, see `54-media-plan-global`; scoring the account, see `21-ads-audit-global`; the next period CONTENT plan, see `40-next-content-plan-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when a WINNING ad has to be scaled without breaking it — readiness checks, vertical scaling at plus 20 to 30 percent per step, horizontal scaling into new audiences, creatives, and channels, learning-phase reset risk, how Advantage+ and Performance Max behave when scaled, creative refresh cadence, and the signals that mean stop. Trigger on 'scale ads', 'increase the ad budget', 'scale a winner', 'CPA went up after I scaled', 'how fast can I scale', 'it worked at 50 a day and broke at 200'. Not for — fixing an account that is not working yet, see `03-performance-eval-global`; warm audience plans, see `56-retargeting-plan-global`; proving the winner first, see `19-ab-test-setup-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when an ad account HIERARCHY needs designing or cleaning up — campaign, ad set, and ad structure by objective, a naming convention that keeps data readable, CBO versus ABO by stage, how many ad sets and creatives to run, and the minimum daily budget an ad set needs to exit learning. Trigger on 'account structure', 'campaign structure', 'naming convention', 'how many ad sets should I run', 'CBO or ABO', 'our account is a mess of duplicated campaigns'. Not for — scoring an existing account against 84 checkpoints, see `21-ads-audit-global`; pixel and conversion setup, see `53-tracking-setup-global`; budget across channels, see `54-media-plan-global`; scaling a winner, see `55-scaling-ads-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when responsive HTML email has to render correctly in every client — table-based structure, inline CSS, 600px max width, dark mode handling, quirks for Gmail, Apple Mail, Outlook and Yahoo, bulletproof buttons, and a pre-send test checklist, shipping a self-contained .html file to paste into Klaviyo, Mailchimp, HubSpot, or Brevo. Trigger on 'HTML email', 'code an email template', 'responsive email', 'why does my email break in Outlook', 'email dark mode is broken', 'the newsletter looks wrong on mobile'. Not for — sequence strategy and subject lines, see `14-email-marketing-global`; a web page, see `12-landing-page-brief-global`; brand colors and fonts, see `46-brand-guideline-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when a LIVE campaign needs a new asset the same day — creative fatigue, CTR decay, climbing frequency, or a new angle to test: stripped-down input, duplicate the winning creative and change only what is listed, a one-page template, and a hard SLA so the designer ships in 2-4 hours. Trigger on 'quick brief', 'need an asset fast', 'creative fatigue', 'swap the creative today', 'frequency is too high', 'the ad is dying and we need a new one'. Not for — planning assets before launch, see `41-campaign-asset-list-global`; a full concept brief with time to spare, see `42-image-brief-global`; resizing an existing master, see `50-asset-resize-global`; raising budget on a winner, see `55-scaling-ads-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when a price has to be set or changed — value-based pricing, anchoring, charm pricing, decoy tiers, good-better-best packaging, discount policy, and margin math, with currency psychology for US, EU, SEA, and LATAM plus dropshipping markup and BE-ROAS. Trigger on 'pricing strategy', 'how much should I charge', 'should I raise prices', 'price tiers', 'customers say it is too expensive', 'dropshipping markup'. Also use when the product is not selling and the user suspects price is the reason. Not for — bonuses, guarantee, and value stack around the price, see `31-offer-design-global`; persuasion beyond price, see `16-marketing-psychology-global`; ad budget math, see `10-reverse-kpi-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when the user needs to understand competitors — direct, indirect, and substitute tiers, positioning map, SWOT, ad and content benchmark, pricing comparison, and the market gap to attack, using SimilarWeb, Ahrefs, Semrush, and the Meta Ad Library. Trigger on 'competitor research', 'competitive analysis', 'what are competitors running', 'who else sells this', 'why do people pick them over us', 'benchmark us against the market'. Also use when the user sends a competitor link and asks for an opinion. Not for — understanding the customer rather than the rival, see `09-customer-insight-global`; turning difference into a statement, see `58-positioning-global`; paid targeting, see `51-audience-research-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when persuasion principles have to be applied to a specific asset — reciprocity, scarcity, authority, social proof, liking, commitment, and unity mapped onto copy, a landing page, an email, or an ad, each with a hypothesis and a test plan. Trigger on 'marketing psychology', 'Cialdini', 'persuasion principles', 'how do I add urgency', 'make this more convincing', 'behavioral triggers for this page'. Also use when the user asks why people read the whole page and still do not buy. Not for — price framing and margin math, see `17-pricing-strategy-global`; building the offer itself, see `31-offer-design-global`; running the experiment properly, see `19-ab-test-setup-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when the user wants SEO growth, AI SEO, GEO/AEO, Google visibility, ChatGPT or Perplexity citations, schema, structured data, llms.txt, programmatic SEO, local SEO, comparison and alternative pages, directory submissions, Product Hunt, G2/Capterra, backlinks, or a site audit. Trigger on 'SEO audit', 'AI search visibility', 'AI citations', 'schema markup', 'pSEO', 'alternative page', 'submit to directories', or 'backlink plan'. Not for first-time Google Business Profile setup, see `11-channel-setup-global`; not for writing the articles themselves, see `36-content-brief-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when the user needs to define, document, or enforce how the brand SOUNDS in writing — three personality traits, a five-dimension tone table, vocabulary to use, avoid, and ban, sentence rules, before and after rewrites, platform adaptation, and a copy approval checklist. Every content skill reads it before writing. Trigger on 'brand voice', 'tone of voice', 'voice guidelines', 'banned words list', 'this copy does not sound like us', 'every writer sounds different'. Also use when the user cannot say why a draft feels wrong. Not for — the visual side of brand, see `46-brand-guideline-global`; positioning and the message, see `58-positioning-global`; approving one specific piece, see `62-marketing-review-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when ONE specific piece of content needs a brief before anyone writes — placement, angle plus the source insight behind it, key message, three hook options, CTA, format, brand voice reference, visual direction, and distribution. Trigger on 'content brief', 'brief for this post', 'brief a writer', 'what angle should this take', 'brief for the LinkedIn post', 'give the freelancer something to work from'. Also use when the user has a topic and no idea what to actually say about it. Not for — the month schedule of what posts when, see `01-content-calendar-global`; the finished caption text, see `37-social-caption-global`; a spoken video script, see `04-script-video-global`; the image spec, see `42-image-brief-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when the user needs ORGANIC social captions for Instagram, LinkedIn, TikTok, Facebook, or X — hook, mobile-readable body, two A/B variants, platform-correct hashtags, written to brand voice and funnel stage. Trigger on 'write a caption', 'Instagram caption', 'LinkedIn post copy', 'TikTok caption', 'caption for this photo', 'we have the image but no words'. Also use when the user drops a picture and asks what to write with it. Not for — paid ad copy with character limits and policy, see `05-ad-copy-global`; the spoken lines in a video, see `04-script-video-global`; the brief that precedes writing, see `36-content-brief-global`; long-form authority posts, see `26-thought-leadership-content-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when the user wants to show up in OTHER communities without astroturfing — Reddit, Facebook Groups, Discord, Slack, LinkedIn groups, Quora, and niche forums: a prioritized community list with the rules of each space, a named participant roster, post types written in full, reply scripts, a participation calendar, and red lines. Trigger on 'community marketing', 'Reddit marketing', 'seeding plan', 'post in Facebook groups', 'answer questions on Quora', 'we got banned from a group'. Not for — building your OWN paid or private community, see `28-community-building-global`; monitoring mentions across the web, see `15-social-listening-global`; briefing paid creators, see `06-ugc-egc-brief-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when published content has to be audited — pull channel data, classify winners and losers by percentile across pillar, format, and hook, find the pattern behind performance, and decide what to keep, kill, or scale. Trigger on 'content audit', 'which posts are working', 'content performance review', 'why did that one go viral', 'our reach is dropping', 'evaluate what we posted last month'. Also use when the user only says content does not seem to work anymore. Not for — the plan for next period built on these findings, see `40-next-content-plan-global`; paid ad account review, see `21-ads-audit-global`; the stakeholder report, see `07-marketing-report-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when the next period content plan must be built from last period DATA — keep and replicate winners, cut losers, at most two new hypotheses, a 70/20/10 mix, a four-week overview, and an owner per slot. Trigger on 'next content plan', 'content plan for next month', 'plan from the audit', 'what should we post next quarter', 'scale what worked', 'plan content using the numbers'. Also use when a report just landed and the user asks what to do with it. Not for — auditing the past period first, see `39-content-audit-global`; turning the plan into a dated calendar, see `01-content-calendar-global`; the next period ADS plan, see `57-next-ads-plan-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when a campaign needs its full design asset list before anyone opens a tool — asset type, dimensions, channel, quantity, priority, owner, deadline, and status, with deadlines counted backward from launch day on a T-14 to D+1 timeline plus a naming convention. Trigger on 'campaign asset list', 'what does the designer need', 'list the design files', 'creative asset plan', 'how many banners do we need', 'the designer keeps asking what to make'. Not for — the spec for one individual image, see `42-image-brief-global`; a slide sequence, see `43-carousel-brief-global`; an urgent mid-campaign swap, see `48-quick-visual-brief-global`; resizing an existing master, see `50-asset-resize-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when ONE static image needs a full brief for a designer or photographer — visual objective, concept and mood, composition, overlay copy, colors and fonts read from the brand guideline, per-channel dimensions, deliverables, and approval criteria. Trigger on 'image brief', 'banner brief', 'thumbnail brief', 'brief for the designer', 'how should this graphic look', 'the design came back wrong again'. Also use when the user has a post idea and needs to explain the visual. Not for — a multi-slide sequence, see `43-carousel-brief-global`; tool-level production steps in Canva or Figma, see `45-design-tool-brief-global`; generating the image with AI, see `30-design-master-global`; an urgent same-day swap, see `48-quick-visual-brief-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when a multi-slide carousel is needed for Instagram, Facebook, or LinkedIn — a narrative arc with the hook on slide one, value through the middle, CTA on the last, headline, body, visual direction, and background per slide, plus an HTML preview to approve the concept before production. Trigger on 'carousel brief', 'make a carousel', 'turn this into slides', 'LinkedIn carousel', 'slide by slide breakdown', 'preview the carousel first'. Not for — a single static image, see `42-image-brief-global`; the caption posted with it, see `37-social-caption-global`; production steps inside Canva or Figma, see `45-design-tool-brief-global`; scoring the finished slides, see `47-design-review-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when an editor or videographer needs production direction — beat-by-beat storyboard, footage to shoot, b-roll, text overlays, music and pacing, transitions, CTA end frame, and per-channel export specs. This is the EDIT instruction, not the spoken script. Trigger on 'video brief', 'editor brief', 'storyboard', 'brief for the video editor', 'how should this video be cut', 'we have the footage and no direction'. Also use when raw clips exist and nobody knows what the final should look like. Not for — the words said on camera, see `04-script-video-global`; briefing a creator to film their own, see `06-ugc-egc-brief-global`; resizing a finished video, see `50-asset-resize-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when a designer needs hands-on production direction inside a tool — Canva, Figma, or Adobe Express: which template to start from, the operating order, element-by-element mapping, grid and spacing, brand kit colors and fonts, export checklist, and the dos and do-nots. Trigger on 'Canva brief', 'Figma brief', 'production direction', 'how do I build this in Canva', 'layout direction for the designer', 'the junior designer needs step by step'. Not for — the creative concept for a static, see `42-image-brief-global`; the concept for a slide sequence, see `43-carousel-brief-global`; the brand rules being applied, see `46-brand-guideline-global`; adapting one master into every size, see `50-asset-resize-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when brand VISUAL rules have to be created or updated — brand personality, color system, typography, logo usage, imagery and visual tone, component rules, accessibility contrast, standard asset sizes, and file naming. It is the source document every design skill and the Brand Hub reads. Trigger on 'brand guideline', 'brand book', 'style guide', 'brand standards', 'our designs all look different', 'update the brand palette'. Also use when the user has a logo and nothing written down. Not for — how the brand SOUNDS in writing, see `35-brand-voice-global`; positioning and the message, see `58-positioning-global`; briefing one asset, see `42-image-brief-global`; scoring a design, see `47-design-review-global`.

日本語の概要は準備中です。原文の説明を表示しています。

Use when a finished DESIGN needs scoring and feedback — brand consistency, hierarchy plus readability plus accessibility, conversion elements, and platform fit, 10 points each, with per-issue feedback in issue, why, and how-to-fix form and a verdict of approve, minor fix, or redo. Trigger on 'design review', 'review this design', 'score this creative', 'is this design good', 'brand check on this banner', 'can we ship this or not'. Also use when the user just sends an image and asks for thoughts. Not for — reviewing copy and briefs, see `62-marketing-review-global`; writing the brief before production, see `42-image-brief-global`; the brand rules being checked against, see `46-brand-guideline-global`.

日本語の概要は準備中です。原文の説明を表示しています。