Examples
Three fictional briefs, so you can see the shape.
These businesses are made up. They are here so you can see what a finished brief looks like before you write your own. Do not copy their claims into your ads.
A one-location bakery
Business: Hearth & Rye. What they sell: Saturday bread and standing cake orders. Who it is for: neighbours who already walk past the shop. Problem: the website says 'artisan' and never says what time the bread is gone. Offer: order a standing Saturday loaf before Wednesday. Proof: the queue at 9 a.m., not a stolen review.
A counselling practice
Business: a two-clinician practice. What they sell: booked sessions, not a personality brand. Who it is for: adults who want a named clinician and a first date. Problem: the site lists every modality and the reader cannot tell who to book. Offer: one page per clinician with the kinds of work they actually take. Proof: the names, the provinces they are allowed to practise in, and the booking link.
A shop that also sells online
Business: a farm stand with a till and a website. What they sell: the same products in both places. Problem: the online grid and the counter list drift apart by Friday. Offer: one catalog. Proof: the owner can change a price once. If that is the actual problem, the next system is OpenSign, then a brief for the demand around it.