B - Bottom Line Up Front
Start with your conclusion, recommendation, or request. Answer "What do you want?" in the first sentence.
Poor Example:
"I've been analyzing our Q3 performance data and noticed some interesting trends in customer acquisition costs. After reviewing the numbers with the marketing team and considering various factors..."
BRIEF Example:
"I recommend we reduce our Google Ads spend by 30% and reallocate $50K to LinkedIn advertising to improve our customer acquisition cost by 25%."
R - Reason Why
Provide the compelling business rationale. Connect to company priorities, revenue impact, or strategic goals.
Framework:
- "This will [specific business impact] because [clear reason]"
- "Based on [data/evidence], this change will [outcome]"
- "To achieve [company goal], we need to [your recommendation]"
I - Information (Key Facts Only)
Include only the essential data that supports your recommendation. Use bullets, numbers, and visual hierarchy.
Guidelines:
- Maximum 3-5 key facts
- Use specific numbers and percentages
- Include timeframes and deadlines
- Highlight the most important information
E - End with Clear Next Steps
Tell the reader exactly what you need from them and by when.
Effective Endings:
- "Please approve by Friday so we can implement next week"
- "I need your decision by Tuesday to meet the Q4 deadline"
- "Can we schedule 15 minutes this week to discuss implementation?"
F - Follow-up Plan
Indicate how and when you'll follow up, removing the mental burden from the recipient.
Examples:
- "I'll send a detailed implementation plan by Wednesday"
- "I'll follow up next Friday with preliminary results"
- "I'll check in weekly with progress updates"