Plan an executable campaign

Create the smallest campaign package that can ship, learn, and compound.

Write the campaign spine

Define:

• Outcome: the observable business change.
• Audience: one primary audience for this campaign.
• Moment: why they care now.
• Promise: the credible change.
• Proof: what makes the promise believable.
• Objection: the main reason they will not act.
• Action: one proportionate next step.
• Measurement: one primary signal and a small diagnostic set.

If the spine cannot fit in a short paragraph, narrow the campaign.