Setup
Proposition
In one sentence, what is the argument? Write it so someone could agree or disagree with it:Customer profile and the belief
Who this angle is not for:
Proof
Hooks this angle can produce
Minimum 3. If they differ only by wording, the angle may be narrower than it looked.Where it runs
Guardrails
What this angle must never be stretched into claiming:- [add guardrail]
Measurement and review
Status
Related resources
- Angle brief The same structure with the reasoning behind each section.
- Angle concepts What separates an angle from a hook.
- Angle library Where this sheet gets filed once it is complete.
- Creative brief and copy brief The next documents, once the angle is set.