The Campaign Spine Worksheet

WHAT IS INSIDE

• One page per stage: research, spine, offer, big idea, landing page, creative, distribution, email, performance
• The question each stage has to answer, rather than an empty box
• An evidence column beside every claim, so a number with no source is visible
• The blank-page test: how to read the stage you could not fill in

NOT FOR

Not for you if the campaign is already running and you just need copy. This is a before-writing document, not a while-writing one.