How to write a brief that works across multiple topics
Keeping a product description general enough to reuse, without making it too vague to be useful.
A brief that only works for one topic defeats the point of writing it once. The usual mistake is putting topic-specific detail (a particular feature, a particular campaign angle) into the product description itself, which forces you to rewrite it every time you generate topics.
Keep the description scoped to what doesn't change: what the product does, who it's for, and how it should sound. Save feature-specific or campaign-specific detail for the topic stage instead — that's what topics are for. A good test: if a detail would need to change for next week's topic, it probably shouldn't be in the description.
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