Build an asset people can use
Read the user's audience, offer and cleared proof in company/private/ and context/. Start with the reader's next job: a decision, a calculation, a configured workflow or a finished draft. Write the asset's promise in one sentence with a concrete output.
Choose the format that does that job: calculator for repeated decisions, template for recurring work, repository for executable/configurable workflows, checklist for a bounded inspection, guide for a method needing explanation. Do not turn every request into a Notion page.
Build four things:
- An editable blank starting point.
- A complete worked example, explicitly labeled synthetic when appropriate.
- Instructions that get a new reader to one useful result.
- A way to check the result, including known failure cases.
Keep required tools, accounts, costs and unsupported steps visible next to setup. The free asset must fulfill its headline without requiring a sales call. Put optional extensions after the first win. Verify every promised file and link; remove references to scripts that are not bundled.
For a repo, test a clean checkout and inspect generated outputs. For a document, read the export; for a sheet, check formulas and boundaries. Evaluate whether a reader can use it from the artifact alone. Do not claim a preview or scaffold is an operational integration.
Deliver the actual asset and a short launch brief: intended reader, problem, promise, included pieces, quick win, prerequisites and stable URL if published. Add a relevant, optional next step. Save to external boards or publish only within the user's request. Use linkedin-copywriter or x-copywriter for a separately requested launch post.
