<b>Threw out my brief template. Output got better.</b>

<b>Threw out my brief template. Output got better.</b>
My template had 14 fields. Writers filled them in like a form and wrote like robots.
New brief is 4 lines:
— The exact query and what the searcher actually wants
— The 3 things every ranking page covers (table stakes)
— Our angle nobody else has
— One example of the voice
That's it. Writers think instead of filling boxes.
Quality up, brief time cut in half.
Less template, more direction. Try it.