When a draft comes back flat, the brief is usually the reason. "Post about the weekend sale" gives Claude almost nothing to work with, so it fills the gap with the most average post it can write.
A good brief takes twenty seconds to say. These five things make the difference.
1. Give the facts, all of them
Day, time, price, place, who will be there, how many spots. Claude never invents facts it was not given; when one is missing, the draft gets a placeholder like [time] that you have to fill in later. Say it once in the brief and it is right in every channel's version.
2. Say who it is for
"For people who have never set foot in a gym" and "for members training for their first race" are two different posts. Same gym, different hook, different words. One sentence about the reader changes the whole draft.
3. Say what you want people to do
Book a spot. Comment a word to get a link. Reply with their favourite. Come by the café before twelve. A post without a next step gets likes and nothing else. If you use comment-to-DM, name the keyword in the brief so the caption and the automation match.
4. Add one detail only you know
"The workshop dog greets every customer at the door." "Maria started here as an apprentice in 2014." "We roast the beans on Tuesdays, so Wednesday coffee is the best of the week." A detail like that is what makes a post sound like you. Claude cannot guess it, and it is the line people remember.
5. Name the tone only when it differs
Your brand voice already sets the tone for every draft. Add a tone only when this post should break from it: "shorter than usual", "more playful, it is Friday", "serious, this is about a price change". Otherwise leave it out and let the brand voice do its work.
Say it, do not type it
All five fit in one breath: "Saturday ten o'clock, free tasting in the new shop, a glass for the first twenty people, for everyone who has walked past and wondered, comment TASTE for the address, tell them the old bank vault is now the wine cellar." That is fifteen seconds with the Dictate button and a brief that gets a good first draft.
The brief lands as text before anything is written, so you can check the facts once. Then press Generate draft.