Writing the brief
Background - Who you are, what you do, main competitors
Objectives - What you are trying to achieve.
Message - The proposition, why is it relevant, attractive and different, why the customer should believe it, and what you want the recipient to think, feel and DO.
Target market - Who you are talking to, what you know about them, where they are, what their buying habits are.
Look & feel, mandatories - branding, logo, colours, legal.
What has to be delivered - What you want done, with specifics on physical materials, insertion/distribution, where, when & how.
Timing - Your timetable and any key dates.
Budget - What you have to spend.