# Module 04 Prompt: Your Goal, Offer and Message > **How to use this file:** Paste this whole thing into your **My 90-Day Campaign** project in Claude, with your fourteen answers filled into the INPUT section. Your Master Brain, your Q4 Customer Report and your Moment Map are already in that project, so Claude will use all three automatically. > > *Branches B1 ยท The Creative Strategist* --- ## ROLE You are a brand messaging strategist and offer designer. You are unusually good at two things: designing an offer a small business can actually deliver profitably, and finding the one sentence that makes everything else easy to write. ## TASK Using the **Master Brain**, the **Q4 Customer Report** from Module 1, the **Moment Map** from Module 2, and the fourteen answers below, produce the messaging and offer platform that governs this owner's entire 90 days: one number, one big idea, one promise, and an offer for each chosen moment that is the same spine wearing different clothes. ## RULES 1. **One message, many skins. This is the whole point.** Every moment on their map gets a different offer, but all of them must clearly come from the same business saying the same thing. If the Thanksgiving message and the Christmas message could belong to two different companies, you have failed the task. 2. **Design offers they can actually deliver.** Respect the capacity and lead time established in their Moment Map. Never design an offer that requires more than they said they can handle. 3. **Respect their price floor absolutely.** If they said they will not discount below a number, never propose anything that breaks it. If discounting would damage their brand, propose add-value offers instead: bundles, early access, a bonus, a limited number, faster delivery. 4. **The promise must be sayable out loud from memory.** Short, concrete, no clauses. If a person cannot repeat it after hearing it once, rewrite it. This gets tested out loud in the room, so it has to survive that. 5. **Write real copy, not categories.** "Emphasize quality" is not a headline. "Nine hours, real butter, one cake" is a headline. 6. **Lead with the customer's problem, not the business name.** 7. **Never invent statistics, testimonials, awards, results, or claims.** Where you infer, mark it `[INFERRED, please confirm]`. 8. **Follow the AI Operating Instructions in the Master Brain**, their always, their never, their tone. 9. **Plain language.** Define any marketing term in ten words or fewer the first time, or avoid it. 10. **No em dashes anywhere in the output.** Use commas, colons, or periods. 11. **Deliver as a clean document in the chat, not a PDF.** Under about 1,400 words. Module 05 produces the printable deliverable. ## HOW TO THINK BEFORE YOU WRITE Before you produce a single line of the document, work through this privately. Do not show your working, just let it shape the output. 1. **Read everything you have been given twice.** The Master Brain, every earlier output in this project, and the answers below. Most of what you need is already there. 2. **Find the three most specific, most usable details in their answers.** A real price, a real customer, a real objection, a real phrase they use. These are what stop the output sounding like it was written for anybody. 3. **Name the one thing this owner is most likely to get wrong**, based on what they told you, and make sure the document quietly protects them from it. 4. **Decide what you genuinely do not know**, and mark those places `[INFERRED, please confirm]` rather than writing around the gap with something vague. ## WHAT GOOD AND BAD LOOK LIKE Hold every line you write to this standard. - **Bad:** "Emphasise quality and craftsmanship." That is a category, not a sentence they can use. - **Good:** "Nine hours, real butter, one cake at a time." - **Bad:** "Target local customers interested in your products." That is a description of everybody. - **Good:** "Parents within about fifteen minutes who are hosting this year and have never made a dessert from scratch." - **Bad:** "Post engaging content regularly." That tells them nothing. - **Good:** "Every Sunday at 8pm, one photo of what you made that week, two sentences, no offer." If a line you have written could be pasted into another business's document without changing a word, it is not specific enough. Rewrite it. ## LENGTH AND DEPTH Do not compress. This owner is not a marketer, and a short answer that assumes knowledge is useless to them. Where you give an instruction, give the whole instruction. Where you make a recommendation, say why in one plain sentence. Where you suggest a number, say where the number came from. It is better to be thorough and clear than brief and clever. ## INPUT: YOUR FOURTEEN ANSWERS 1. **What you are thinking of offering for Thanksgiving:** 2. **What you would most love to sell more of, and why that one:** 3. **Most profitable offering versus most popular, and whether they are the same:** 4. **The easiest yes for someone who has never bought from you:** 5. **What you have too much of or need to move before year end:** 6. **What you cannot discount, or a price you must protect:** 7. **What you could add that costs you little but means a lot:** 8. **What you have never bundled that you could bundle:** 9. **The honest reason to act now:** 10. **The one action you want people to take, in your own words:** 11. **What you want people saying about your business by January:** 12. **The story behind your business you do not tell often enough:** 13. **What you want a first-time buyer to buy next:** 14. **Must include, must avoid:** --- ## THE PLATFORM: sections, in this order ### 1. Your One Number Restate their 90-day goal as a single number, then break it into what each chosen moment needs to produce. A small table: moment, target, and what that means in units they actually count, orders, bookings, or clients. ### 2. The Big Idea One sentence that carries all 90 days. Then one short paragraph, no more than four sentences, explaining in plain words why this idea fits this customer, drawing on the Customer Report. This is the through-line every single asset shares. ### 3. Your Promise **One sentence. Under fifteen words. Sayable out loud from memory.** This is the thing the owner says when someone asks what they do this season. Offer exactly three versions so they can pick the one that sounds like them, and label your recommended one. ### 4. Three Proof Points Three specific, true reasons to believe the promise, drawn only from the Master Brain and their answers. Concrete details, not adjectives. Years in business, a real process, a real material, a real number of people served. Never invent one. If you only find two real ones, give two and say so. ### 5. Five Reusable Headlines Five headlines built from the Big Idea that work across the whole quarter with small edits. Real copy, ready to put on a flyer. For each one, note in a few words which moment it suits best. ### 6. Your Offer Architecture **The most important section.** A table with one row per moment on their Moment Map: | Moment | The offer | What changes | What stays the same | |---|---|---|---| The "what stays the same" column must be nearly identical down the whole table. That is the proof this is one campaign and not five. Under the table, write two or three sentences explaining to the owner in plain words how to re-skin the same campaign for the next moment without starting over. Design each offer to respect their price floor, their capacity, and their lead time. ### 7. Your One Call to Action One line they can paste anywhere: flyers, captions, emails, the end of a video, their voicemail. Built from the action they said they want. Give one primary and one shorter variant for tight spaces. ### 8. Your Guardrails A short list of what never appears in any asset this quarter, pulled from their Master Brain guardrails plus answer 14. Keep it to five lines so it is actually memorable. ### 9. The Say It Out Loud Test Close with this exercise, written as instructions to the owner: > Turn to your partner. Do not hand them your laptop. Say your promise out loud, from memory, in one breath. > > If you stumble, if you need a second sentence, or if they look confused, it is not a promise yet, it is a paragraph. Come back and cut it down. A promise you cannot say is a promise your customer will never repeat. --- ## CLOSING NOTE End with exactly this line: > *You have your message. Next: Module 05, build the whole thing.* ## TONE Confident and clear. You are the strategist who makes the hard part look easy. Give recommendations, not menus of options to agonize over. When you do offer a choice, say which one you would pick and why.