A co-production brief is the foundation of any successful partnership between a producer and an expert. It’s not just a document—it’s a roadmap that ensures everyone is aligned from the very beginning.
In this article, we’ll explore what makes a co-production briefing effective, what should never be left out, and how it serves as a guide for content creation, marketing, and team collaboration.
The Role of a Brief in Co-Production
Before diving into structure, it’s important to understand why a brief matters. In a co-production, two or more parties collaborate to create and launch a digital product, usually an online course or educational experience.
Each person brings their strengths: the expert offers content, credibility, and insight, while the producer handles strategy, tech, and growth.
Without a well-crafted brief, these two sides often talk past each other. Assumptions pile up. Confusion sets in. And deadlines are missed. A brief turns uncertainty into clarity—it’s the written alignment of purpose, audience, tone, outcomes, and execution.
When Should You Create the Brief?
Ideally, the briefing happens right after your first alignment meeting. It’s not just for the producer to write alone—it should be collaborative, or at least reviewed together. You’ll update it over time, but the core of the document should be in place before recording starts or any campaign is planned.
1. Executive Summary: The Big Picture
Start with a short paragraph summarizing the co-production. This should answer:
- What’s the main goal of the course or product?
- Who’s the expert involved and what’s their background?
- Why is this project relevant now?
- What transformation will it offer the student?
Think of this as the “pitch” of the project—clear enough for anyone to read and immediately understand the value.
2. Audience Avatar: Who Are We Talking To?
Define your target audience with depth. Go beyond “teachers” or “entrepreneurs.” Include:
- Age range, profession, education level
- Daily challenges and routines
- Their goals, frustrations, and dreams
- What motivates them to invest in learning
- What words or phrases they use to describe their problems
This avatar helps you define not only what to teach, but how to teach it—tone, style, references, and even visual choices.
3. Course Promise: The Transformation
What is the “before and after” state you’re promising? Make it measurable or visible.
Examples:
- “From overwhelmed teacher to confident tech-savvy educator”
- “From freelancer with no leads to expert with a full client list”
This transformation should guide the structure of every module and campaign.
4. Course Structure and Format
This section defines how the expert’s knowledge will become a product. Clarify:
- Number of modules and estimated duration
- Content formats (video, PDF, audio, quizzes, etc.)
- Support methods (community, live Q&As, mentorship)
- Platform you’ll use to host and sell (Hotmart, Kajabi, Teachable, etc.)
Use bullet points or tables to keep this clean and clear.
5. Timeline and Milestones
Set clear dates and deliverables. This prevents surprises and aligns priorities.
Suggested timeline:
- Week 1: Finalize course outline
- Week 2–3: Script and record Module 1
- Week 4: Review edits, prep platform
- Week 5–6: Record remaining modules
- Week 7: Marketing plan draft
- Week 8: Pre-launch content
- Week 9: Launch
You can adjust based on your project, but the structure helps.
6. Roles and Responsibilities
Avoid confusion by outlining who does what:
- Expert: Provide raw content, record lessons, attend reviews
- Producer: Course platform, scripts (if needed), editing, design
- Marketing: Social media strategy, email campaigns, ad creation
- Support: Handle student doubts, feedback loops
If you’re solo producing, this still matters. It reminds you of the hats you’ll wear or when to delegate.
7. Content Guidelines and Boundaries
What’s allowed, what’s not, and what must be present?
- Tone of voice: Casual, expert, humorous, spiritual?
- Visual guidelines: Minimalist? Color palette? Professional or fun?
- Sensitive topics: Avoiding politics, religion, or explicit terms?
- Required citations, sources, or disclaimers?
These small details prevent frustration down the road.
8. Marketing Angle and Unique Selling Proposition (USP)
This is the bridge between content and sales.
Answer:
- Why will someone buy this instead of another course?
- What emotional appeal does it offer?
- What guarantee or promise backs it?
- Are there bonuses, communities, certificates?
Also outline content pillars for social media and key messages for ads.
9. Tech Stack and Tools
Which tools will you use for:
- Recording and editing (Loom, OBS, Camtasia, Premiere)
- Hosting (Hotmart, Thinkific, Podia)
- Email marketing (ConvertKit, Mailchimp, RD Station)
- CRM or sales (Hubspot, Pipedrive)
- Communication (Notion, Trello, WhatsApp, Slack)
Clarity here avoids tech mismatch or last-minute chaos.
10. Risk Management and Backup Plan
What if the expert gets sick? What if the recordings are delayed? What if sales are slow?
Address this in your brief:
- Backup recording days
- Early drafts of modules
- Emergency contact plan
- Post-launch optimization instead of panic
11. Financial Agreement and Revenue Split
This section outlines how each person is compensated.
Cover:
- Revenue split (e.g., 50/50 net profit after expenses)
- Reimbursement terms
- Who pays for tools and ads?
- Bonus clauses for milestones hit?
A signed agreement or contract can be separate but should align with this section.
12. Legal, Privacy, and Intellectual Property
Who owns what?
- Course content copyright (usually belongs to the expert)
- Brand name or logos
- List of students and email leads
- Platform accounts
It’s best to attach a terms-of-collaboration document for legal clarity.
13. Communication Channels and Rhythm
Define how often and where you’ll talk.
- Weekly check-ins via Zoom?
- Daily Slack updates?
- Monthly progress reviews?
This helps prevent ghosting, miscommunication, or overload.
14. Evaluation Metrics
How will you measure if this was successful?
- Sales numbers?
- Completion rate of students?
- ROI of ad spend?
- Student feedback and reviews?
Define both qualitative and quantitative KPIs here.
Final Tips for Writing a Brief That Works
- Keep it alive: Update the brief weekly if needed.
- Avoid jargon: Use simple language, even if you’re tech-savvy.
- Make it visual: Flowcharts, tables, and bullet lists help understanding.
- Share it openly: Let the expert review and comment on it.
A brief isn’t a contract, but it’s the glue that holds the vision together. Every successful co-production begins with clarity, and this document is your co-pilot.