Write briefs creators actually want to shoot

A good brief gets authentic content and keeps you FTC-compliant — spell out the outcome, the must-say facts and the exact disclosure, and let the creator own the rest.

A brief isn't a script, a mood board or a legal contract — it's the one document that has to satisfy the creator, your brand, and the FTC at the same time. Over-script it and you get stiff, ad-like content that underperforms; under-specify it and you get vague or non-compliant disclosures the brand is legally on the hook for either way.