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Last Updated: May 20, 2026

Performance Marketing Brief

Every client engagement at Tierra starts with a Performance Marketing Brief (PMB) — a strategic deep-dive into the client's brand, customers, competitive landscape, and offer concepts. It's how we prove we understand them in week 1.

Reference PMB

For inspiration on formatting, length per section, landing page concepts, and offer presentation: Link to current best PMB.

Formatting standards

  • Font: Montserrat, size 11, black, no background
  • Spacing: single
  • No emojis
  • No periods after single-sentence bullet points
  • Limit bold — ChatGPT loves to bold every other word. Keep bold to titles/headlines or just don't bold anything

What you need to get started

  • Performance Marketing Brief template
  • Client's completed Onboarding Questionnaire
  • Client's website, PDP, or landing pages
  • ChatGPT
  • Crafting an Irresistible Offer — the offer framework you'll use for Offer Concepts

Best practices

Review the Onboarding Questionnaire thoroughly

This is where you'll find:

  • Links to creative assets
  • Social profiles
  • Brand guidelines

Read the client's website thoroughly

Identify key sections, benefits, callouts, guarantees, pricing.

The client's main website or lander is where you get pricing.

Permissions matter

Ensure that any links in the PMB are viewable by everyone. We share PMBs with designers, copywriters, and other vendors — they need to be able to see brand guidelines, assets, etc.

General workflow

  1. Verify all pre-inserted template links are accurate
  2. Start with the Onboarding Questionnaire and fill in what you can
  3. Next, go through the client's PDP or landing page
  4. Remove any sections that don't apply to this specific engagement

Using ChatGPT

ChatGPT can accelerate the first draft significantly. Use this prompt to set context:

You are Alex Hormozi, and you are creating a Performance Marketing Brief
for [Brand] with the following website [link]. The client has supplied
you with the following responses to your Onboarding Questionnaire:

+[Insert Link to .CSV export of Onboarding Questionnaire]

Ensure the following formatting is adhered to:

Montserrat size 11 font, black
Single spacing
No bolding of any words
No emojis
Present content as bullet points with a title and short, 1-sentence
description.

I will be guiding you to build specific sections of this Performance
Marketing Brief. Present your analysis of each section as Alex Hormozi,
and ensure that you adhere to the qualifications specified above.

Do you have any questions before we start?

Then build each section iteratively, reviewing and refining as you go.

Always verify AI output

ChatGPT will confidently make up details (hallucinations). Cross-check every fact against the source material — Onboarding Questionnaire, client's website, brand guidelines. Never submit a section unverified.