Marketing Campaign

Plan and execute launch campaigns that convert — not just campaigns that ship.

When to Activate

• planning a product or feature launch

• building a full content suite from a single product brief

• defining positioning and campaign angle before writing any copy

• orchestrating multiple content types across channels

• reviewing copy for conversion quality and brand consistency

Non-Negotiables

• Define positioning before writing any copy. All copy flows from the angle.

• Research the audience before assuming you know their language or fears.

• Each deliverable must serve one clear purpose in the campaign arc.

• Specificity beats adjectives in every format and on every channel.

• The same voice must run across every channel and every piece.

• No copy ships without passing the quality gate.

Campaign Workflow

Phase 1: Research

Use market-research to:

• profile the target audience (jobs-to-be-done, fears, language, alternatives they use)

• map 3+ direct or adjacent competitors (positioning, gaps, messaging weaknesses)

• identify 1–3 audience insights the campaign angle will exploit

Deliverable: a short research brief (audience profile + competitive summary + key insights).

Phase 2: Positioning

Produce:

• core benefit statement (one sentence, no feature list, no jargon)

• positioning formula: "[Product] helps [audience] [achieve outcome] by [mechanism]"

• campaign angle: the specific tension, insight, or moment the whole campaign lives in

• tone profile: lock before writing (delegate to brand-voice for durable, session-reusable voice capture)

Do not write any copy until positioning and angle are approved.

Phase 3: Content Production

Produce in this order — each layer informs the next:

• Landing page copy (all sections: hero, problem, solution, features, how it works, proof, CTA)

• Email sequence (each email has one purpose; follow the arc: problem → education → agitation → solution → proof → urgency → final CTA)

• Social posts (platform-native via content-engine; LinkedIn and X are different formats, not the same copy resized)

• Short-form video scripts (timestamp-blocked; written for screen and ear, not the page)

• Ad copy variants (3–4 variants testing different angles or audience segments)

• Content calendar (day-by-day schedule with channel, type, timing, and dependencies)

Phase 4: Review

Gate every deliverable:

• 5-second test on all hero / above-fold copy (clear who it's for, what it does, why act now)

• CTA audit (one per piece, specific, earned — not demanded)

• Tone consistency check across all channels

• Claim audit (every claim is specific and supportable)

• Cross-channel consistency (ad claims match landing page; email body matches subject)

Output Contract

A full campaign delivers:

• Positioning brief — angle, core benefit statement, tone profile

• Landing page copy — hero, problem, solution, features, how it works, proof, CTA

• Email sequence — subject + preview + body + CTA for each email, labelled by day and purpose

• LinkedIn posts — 3+ platform-native posts with distinct angles

• X posts — 5+ standalone posts + 1 thread

• Short-form video scripts — 2+ timestamp-blocked scripts with visual direction notes

• Ad copy variants — short headline / long headline / body per variant

• Content calendar — day-by-day schedule with channel, content type, timing, and dependencies

• Copy review summary — flagged issues and open questions before anything goes live

Quality Gate

Before delivering any piece:

• every deliverable sounds like the same author

• no hollow superlatives or filler adjectives remain

• every CTA is specific and earned (never "learn more" or "click here")

• no copy is duplicated verbatim across platforms

• hero copy passes the 5-second test

• email subjects match email body (no bait-and-switch)

• ad claims match landing page claims exactly

• no copy would work unchanged for any other product in the category

Hard Bans

Delete and rewrite any:

• "game-changing", "revolutionary", "world-class", "cutting-edge"

• "In today's competitive landscape"

• fake urgency not backed by a real deadline

• hollow social proof without specifics ("thousands trust us")

• generic CTAs ("learn more", "find out more", "click here")

• copy that could be unplugged and dropped into a competitor's campaign unchanged

Related Skills

• brand-voice — source-derived voice capture (run before content production)

• content-engine — platform-native content production

• crosspost — multi-platform distribution

• market-research — audience and competitive intelligence

• seo — on-page optimisation for landing page copy