Your UGC ads aren't failing because your creators are bad. They're failing because your brief is.
You have been swapping creators when the problem was never the creator. It is the document you send before anyone picks up a camera. The 44-page playbook rebuilds that document, and the Working Templates doc gives you 10 briefs you fill in and send tonight.
Playbook
The Direct-Response UGC Briefing Playbook
Stop blaming your creators.
Fix your brief.
Why this exists
You think you have a creator problem. You don't.
You have paid creators £200 to £600 a video. The footage comes back looking fine and converts like wet cardboard. ROAS is sliding. You have already swapped two creators and the same problem followed you to the next one.
That is the tell. The talent pool is not the issue. You are handing a performer with a phone a three-line brief and asking them to be your strategist: pick the hook, sequence the script, handle the objection, choose the format. They cannot do that, and they were never meant to.
By the time the creator hits record, the result is already decided. Conversion is engineered in the brief, not the edit. Most briefs have no conversion architecture in them at all.
This playbook puts it there. You can ship a better brief tonight.
Same product. Same creator. Same budget.
The only thing that changed was the brief.
One of these comes back as an ad people scroll past. The other comes back as one that converts.
The brief you send now
“Hey! Need a 30-second video for our collagen drink. Casual TikTok style. Talk about why you love it and how it has helped your skin. Feel free to be creative. Need it by Friday!”
Three lines. No hook, no structure, no objection, no real CTA. The creator fills the gaps with the same generic video they shot for the last five brands.
The brief this gives you
- The opening frame and first line, written out. No room for "hi guys".
- The exact problem to call out, in the viewer's own words.
- Proof the product works, shown on camera, not just described.
- The one objection that loses the sale, answered before the ask.
- A CTA with one ask, one reason and a deadline, word for word.
- Tone, energy and the moves the creator must not make, spelled out.
The playbook shows you exactly how to write each of these for your own product.
What you get
Two files. That is the whole product.
No course to sit through. No tool to learn. One to read, one to send.
The 44-page Playbook
The full system for writing a brief that converts, written for operators, not copywriters.
- The scripting framework built for 30 seconds of video, not a landing page
- Hook architecture and the visual rules creators get wrong by default
- 10 fully worked example briefs, one per industry
- The pre-send and video-review checklists, plus the 12 mistakes that kill briefs
The Working Templates
The same 10 briefs as blank, 80 percent done versions. Fill in the brackets and send.
- One ready-to-edit brief per industry
- Every section pre-structured, so you only add your product
- Copy, paste, customise, send to your creator the same night
- Editable in Word, Google Docs or any editor you already use
10 industries covered
Honest fit check
Is this for you?
Yes,if you're a…
- SMMA creative directors watching retainers get clawed back when ROAS drops
- Ecom founders paying £500 to £2,000 a month for UGC that looks like every other ad
- Anyone whose CAC is climbing faster than their AOV
No,if you're a…
- UGC creators looking for tips on landing more brand work
- Brand teams that want an organic social or community strategy
- Anyone who has never run paid UGC and is not sure they need to yet
Common questions
Questions people ask before buying.
No. A template without conversion architecture is just a formatted document. This shows you what has to go inside a brief to make the video actually convert, then hands you 10 briefs that already have it built in. Most products in this space are project-management tools. This one is about what the creator records.
Two files. The 44-page PDF playbook, and a Working Templates Word document. The PDF includes 10 fully worked example briefs (one per industry) plus the pre-send and video-review checklists. The Word doc holds the same 10 briefs as blank, 80 percent done versions you fill in and send. Both files land together within minutes of payment.
Tonight. Open the Word doc, pick the brief closest to your product, fill in the brackets, send it. That is roughly 10 minutes. The deeper read is about 90 minutes when you have the time.
No. It is written for operators. Founders, media buyers, account managers. Every section comes with the exact language to put in the brief, so you are filling in brackets, not writing copy from scratch.
Both. The briefing system itself is platform-agnostic. It also shows you how to set the production style, how raw or polished the video should look, for your platform and audience, so the same brief logic works across both.
Right away. After payment you land on a download page on this site, and a backup link is emailed to you as well, so you can grab both files again any time.
This is a digital download. Once the files are delivered the sale is final, the same as any digital product. If something is technically wrong with your order, email [email protected] and we will fix it straight away.
Last word
One non-converting batch costs you £1,500 to £3,000.
The reason your UGC has been failing is not a mystery, and neither is the fix. £39 to rebuild the one document that decides whether the next batch converts or burns. Brief better. Ship.
- The 44-page playbook (PDF)
- 10 fully worked example briefs, one per industry
- The pre-send and video-review checklists
- The Working Templates Word doc, 10 briefs to fill in and send
Secure Stripe checkout. Both files arrive the moment your payment clears, with a backup link emailed to you. Digital download, all sales final.
