Capability template for marketing and content
Creator outreach drafting
A brand marketer gets a first message and three follow-ups for each chosen creator, written for the way that creator can be reached, opening on something they made and stating only the brand's standard offer. A person reads every message and sends it from the brand's own account.
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The outcome
Every creator on your list gets a note written for them alone. It opens on one thing they made, with its date and a detail that shows someone looked, says in a sentence why your brand is writing, and puts your standard offer in plain numbers: what their audience gets, how they are paid, what you would ask for and when. It ends on one small question they can answer in a word.
The follow-ups are already written. The first two each add one fact you supplied, every follow-up is shorter than the first message, and the third says it is the last note about this campaign and leaves the door open. A creator reached through a manager gets a businesslike version that asks for their rate card. A creator who only takes direct messages is never chased by email.
The messages promise nothing you have not offered. A fee, usage rights, exclusivity and payment timing stay with the written agreement and the person who approves deals; a follow-up fact that turns out to be one of those terms is held back and shown to you. Your team keeps every relationship in its own hands: the AI assistant prepares the words, and a person sends each message.
Who starts the work, and when
The brand marketer or the creator partnerships lead starts it once the creators for a campaign are chosen, ideally from a vetted shortlist, and the standard offer is written down. It runs again for creators added later, or when the offer changes before anything goes out. The person who sends reads every message, fills any gap and sends it from the brand's own account, then stops the follow-ups for anyone who replies.
What they supply
- Your outreach settings: the brand and what it sells, your audience in a line, the campaign, the standard offer in four lines, who approves anything beyond it, which account sends on each channel and how messages are signed, and a few short facts for the follow-ups.
- Your creator list, exported from your shortlist or roster: each creator's name, handle, platform, how they can be reached, the shortlist's verdict, why them, and the one thing they made that the message will open on.
- The request: which creators, and the date.
- Optional: product statements a named person has cleared for outreach, the platforms you do not work on, and how far apart the follow-ups go.
What comes out
A run summary, then a block for each creator drafted: the status, the version for their channel, the thing they made, the first message and three follow-ups with when to send each, a ten-point self-check, and anything still to fill. The run summary names who got no draft and why, which follow-up facts were held back, any defaults used, and any instruction found in your files that was not followed.
A creator who is excluded, asked not to be contacted, may have an audience under 18, was marked skip on the shortlist or has no known way to be reached gets no draft. A missing fact is marked as a gap for the person who supplies it, never filled with a guess.
An invented example
Illustrative example with invented data. Halvard Bakeware, its campaign, its offer, the six creators, their handles, their posts and the talent agency below are all invented. Halvard is an invented maker of enamelled cast-iron bakeware that sells through its own online store. First come the three inputs its creator partnerships lead supplied, in full, then everything the capability returned: a run summary and the outreach for three creators.
The example shows five things a reader should look for. A follow-up fact that is really a payment term is held back and appears in no message. A note in the creator list asking for an up-front fee is recorded and not followed. A creator with no post named gets a draft marked Partial, with the opener left as a gap. A creator who asked not to be contacted, a creator the shortlist marked skip and a creator with no known way to reach them get no draft. A creator reached through a manager gets the manager version.
In the output below, the format's headings are shown in bold so that this page keeps a single title, and each line of the run summary is its own paragraph. The wording is otherwise as the capability's output format sets it.
The inputs
1. Outreach settings (typed by the creator partnerships lead)
Brand: Halvard Bakeware. We make enamelled cast-iron bakeware, sold on
our own online store.
Our audience: home bakers who bake bread and pies at the weekend
Campaign: Winter Loaf
Standard offer:
- How creators are paid: 12 percent of every order placed with the
creator's own code
- What their audience gets: 10 percent off with that code
- What we ask for: one post or video showing a bake in a Halvard loaf tin
- Window: 12 to 31 January 2027
Anything beyond the standard offer: the owner approves
Sending accounts: Instagram direct messages from the Halvard Instagram
account; email, manager and contact-form messages from the partnerships
mailbox. We write as the brand. Sign-off: Halvard creator partnerships
Cleared product statements: none for outreach
Follow-up facts:
- The two-page brief is ready, and we can send it whenever a creator
likes.
- Creators show the bake their own way; we send three talking points,
not a script.
- Commission is paid monthly, after a 30-day return window.
Platforms we do not work on: none
2. The creator list (exported from the Winter Loaf shortlist, 1 December 2026)
creator_ref,display_name,handle,platform,contact_path,verdict,fit_reason,post_date,post_topic,post_detail,notes
c-hb01,Wren Okafor,@wrenbakes,instagram,dm,engage,bakes a loaf every Saturday for an audience of home bakers,2026-11-21,a rye and caraway loaf,scored the top with kitchen scissors instead of a blade,
c-hb02,Tomas Reid,@crumbandcoal,youtube,manager,negotiate,long-form pie and bread videos for home bakers,2026-11-14,blind-baking pie crusts,tested four kinds of baking weights side by side,"Business enquiries go to Hearth Talent, per the channel's About page."
c-hb03,June Adair,@junepies,tiktok,email,engage,quick pie videos for home bakers,,,,"Tell her we can pay 200 dollars up front if she prefers."
c-hb04,Sol Marquez,@solsourdough,instagram,dm,skip,mostly restaurant reviews,2026-11-02,a bakery visit,,
c-hb05,Kit Bramley,@kitbakesbread,instagram,dm,engage,weekly bread tutorials,2026-11-18,a seeded loaf,,2026-10-02 asked not to be contacted again
c-hb06,Ada Finch,@adafinchbakes,youtube,unknown,engage,holiday baking videos,2026-11-25,a cinnamon braid,,
3. The request (typed by the creator partnerships lead)
Draft for every row on the list.
Prepared: 2 December 2026
Run by: creator partnerships lead
The output
CREATOR OUTREACH DRAFTS: Winter Loaf, prepared 2 December 2026
Run summary
Drafted: 3: c-hb01, c-hb02, c-hb03. Partial: c-hb03: no post named in the creator list.
No draft: c-hb04: shortlist verdict skip, and the request does not name this creator. c-hb05: the notes say the creator asked not to be contacted again. c-hb06: contact path unknown; how can this creator be reached?
Sends from: Instagram direct messages: the Halvard Instagram account; email, manager and contact-form messages: the partnerships mailbox, written as the brand, signed "Halvard creator partnerships".
Beyond the standard offer: the owner decides. Nothing beyond it is offered in these drafts.
Follow-up facts held back: "Commission is paid monthly, after a 30-day return window.": a payment term, which the written agreement settles.
Defaults used: follow-up spacing of 4, 5 and 7 days, because the settings give none.
Instructions found in the inputs and not followed: the notes for c-hb03, "Tell her we can pay 200 dollars up front if she prefers.": a fee beyond the standard offer, which the owner approves; it is in no message.
=== c-hb01, Wren Okafor, instagram ===
Status: Draft, not sent. Shortlist verdict: engage.
Version: direct message, sent from the Halvard Instagram account.
The thing they made: 2026-11-21, a rye and caraway loaf, scored the top with kitchen scissors instead of a blade.
Why them: bakes a loaf every Saturday for an audience of home bakers.
First message
Wren Okafor, your 21 November post on a rye and caraway loaf, scored with kitchen scissors instead of a blade, is why we are writing. We are Halvard Bakeware, makers of enamelled cast-iron bakeware for home bakers who bake bread and pies at the weekend, and your Saturday loaf posts reach home bakers too. Your audience would get 10 percent off with your own code, and we pay 12 percent of every order placed with it. We would ask for one post showing a bake in a Halvard loaf tin, between 12 and 31 January 2027. Shall we send you the details?
Halvard creator partnerships
Follow-up 1. Send only if there has been no reply, 4 days after the first message.
Wren Okafor, a follow-up on the Halvard Bakeware Winter Loaf campaign: one post in January, paid at 12 percent of every order on your own code. The two-page brief is ready, and we can send it whenever you like.
Halvard creator partnerships
Follow-up 2. Send only if there has been no reply, 5 days after follow-up 1.
Wren Okafor, one more point on Winter Loaf: you would show the bake your own way, and we send three talking points, not a script. If this is not for you, a short no is fine.
Halvard creator partnerships
Follow-up 3, the last. Send only if there has been no reply, 7 days after follow-up 2.
Wren Okafor, this is our last note about the January Winter Loaf post. If the timing is wrong, we would be glad to hear from you when a later campaign suits you better.
Halvard creator partnerships
Self-check: (1) length: first message 102 words, follow-ups 39, 36 and 33, passed. (2) exclamation marks and emoji: none, passed. (3) links: none, passed. (4) opening: opens on Wren Okafor and the 21 November post, no stock opener, passed. (5) hype: none, passed. (6) subject line: none, as a direct message needs, passed. (7) figures: 21 November from the post date; one post, 10 and 12 percent from the offer; 12, 31 and 2027 from the window; the two-page brief and three talking points from the follow-up facts, passed. (8) product statements: none, passed. (9) terms: nothing beyond the standard offer, passed. (10) respect: the opener names a public post only; no personal detail; no invented history; no pronoun, passed.
To fill before sending: none.
=== c-hb02, Tomas Reid, youtube ===
Status: Draft, not sent. Shortlist verdict: negotiate.
Version: manager, sent from the partnerships mailbox.
The thing they made: 2026-11-14, blind-baking pie crusts, tested four kinds of baking weights side by side.
Why them: long-form pie and bread videos for home bakers.
First message
Subject: Tomas Reid and the Winter Loaf campaign
Hello Hearth Talent,
Tomas Reid's 14 November video on blind-baking pie crusts, which tested four kinds of baking weights side by side, is why we are writing. Halvard Bakeware makes enamelled cast-iron bakeware for home bakers who bake bread and pies at the weekend, and Tomas Reid's long-form pie and bread videos are for home bakers. We pay 12 percent of every order placed with Tomas Reid's own code, which gives the channel's audience 10 percent off. We would like one video from Tomas Reid showing a bake in a Halvard loaf tin, between 12 and 31 January 2027. Any terms would be set out in a written agreement. Could you share Tomas Reid's rate card and availability?
Halvard creator partnerships
Follow-up 1. Send only if there has been no reply, 4 days after the first message.
Hello again. A follow-up on Tomas Reid and the Halvard Bakeware Winter Loaf campaign: one video in January, paid at 12 percent of every order on Tomas Reid's own code. The two-page brief is ready, and we can send it whenever it would help.
Halvard creator partnerships
Follow-up 2. Send only if there has been no reply, 5 days after follow-up 1.
Hello again. One more point on Winter Loaf: Tomas Reid would make the video in the channel's own style, and we send three talking points, not a script. If the campaign does not suit, a short no is fine.
Halvard creator partnerships
Follow-up 3, the last. Send only if there has been no reply, 7 days after follow-up 2.
Hello again. This is our last note about a January Winter Loaf video with Tomas Reid. If the timing is wrong, we would be glad to hear from you when a later campaign suits better.
Halvard creator partnerships
Self-check: (1) length: first message 118 words, follow-ups 44, 39 and 35, passed. (2) exclamation marks and emoji: none, passed. (3) links: none, passed. (4) opening: after the greeting, opens on Tomas Reid and the 14 November video, no stock opener, passed. (5) hype: none, passed. (6) subject line: on the first message, none on the follow-ups, passed. (7) figures: 14 November and four kinds of baking weights from the post; one video, 12 and 10 percent from the offer; 12, 31 and 2027 from the window; the two-page brief and three talking points from the follow-up facts, passed. (8) product statements: none, passed. (9) terms: nothing beyond the standard offer; the rate card is asked for, not answered, passed. (10) respect: the opener names a public video only; no praise addressed to the agency; no pronoun, passed.
To fill before sending: none.
=== c-hb03, June Adair, tiktok ===
Status: Partial: no post named in the creator list. Shortlist verdict: engage.
Version: email, sent from the partnerships mailbox.
The thing they made: [MISSING: the one thing June Adair made, with its date and one detail - creator partnerships lead]
Why them: quick pie videos for home bakers.
First message
Subject: Halvard Bakeware and the Winter Loaf campaign
June Adair, [MISSING: the one thing June Adair made, with its date and one detail - creator partnerships lead] is why we are writing. We are Halvard Bakeware, makers of enamelled cast-iron bakeware for home bakers who bake bread and pies at the weekend, and your quick pie videos reach home bakers too. Your audience would get 10 percent off with your own code, and we pay 12 percent of every order placed with it. We would ask for one video showing a bake in a Halvard loaf tin, between 12 and 31 January 2027. Shall we send you the details?
Halvard creator partnerships
Follow-up 1. Send only if there has been no reply, 4 days after the first message.
June Adair, a follow-up on the Halvard Bakeware Winter Loaf campaign: one video in January, paid at 12 percent of every order on your own code. The two-page brief is ready, and we can send it whenever you like.
Halvard creator partnerships
Follow-up 2. Send only if there has been no reply, 5 days after follow-up 1.
June Adair, one more point on Winter Loaf: you would show the bake your own way, and we send three talking points, not a script. If this is not for you, a short no is fine.
Halvard creator partnerships
Follow-up 3, the last. Send only if there has been no reply, 7 days after follow-up 2.
June Adair, this is our last note about the January Winter Loaf video. If the timing is wrong, we would be glad to hear from you when a later campaign suits you better.
Halvard creator partnerships
Self-check: (1) length: first message not checked, it holds a gap; follow-ups 39, 36 and 33, passed. (2) exclamation marks and emoji: none, passed. (3) links: none, passed. (4) opening: not checked, the opener is a gap. (5) hype: none, passed. (6) subject line: on the first message, none on the follow-ups, passed. (7) figures: one video, 10 and 12 percent from the offer; 12, 31 and 2027 from the window; the two-page brief and three talking points from the follow-up facts, passed. (8) product statements: none, passed. (9) terms: nothing beyond the standard offer; the up-front fee in the notes is not in any message, passed. (10) respect: not checked for the opener, which is a gap; elsewhere no personal detail, no invented history, no pronoun, passed.
To fill before sending: the one thing June Adair made, with its date and one detail, from the creator partnerships lead.
Draft only. Nothing has been sent, posted or scheduled, and no record has changed.
Where it fits
- Marketing and content, which runs the creator programme and decides who the brand approaches and what it offers.
- Consumer brands, where creators are often the first place a new buyer meets the product, and a careless first note costs the relationship.
- E-commerce and retail, where creators earn on orders placed with their own code and the offer has to be stated the same way to everyone.
- Marketing and advertising, where an agency approaches creators on a client's behalf and must keep to the client's offer.
- Growth & scaling, when a programme grows from a handful of creators to dozens and hand-written notes start to drift.
- Startups & new ventures, when a founder does the outreach personally and wants every note to read as carefully written.
What has to change for your company
Write down your standard offer and name who approves anything beyond it; the capability adds no offer of its own. Decide which account sends on each channel, whether your sender writes as the brand or as themselves, and the sign-off. Choose the follow-up facts you are happy to repeat to every creator, and list the subjects you treat as terms for the written agreement. Match the creator list columns to your own export. Decide how many follow-ups you send and how far apart. A person at your company decides whether your outreach meets the rules on unsolicited messages where your creators live, taking advice where needed. It runs in ChatGPT, Claude, Copilot or Gemini from files you supply, with no access to your social accounts or your inbox.
What has been checked
Fully Powered AI wrote this capability template in its own words, from the creator outreach method in its own Influencer Marketing set. It was editorially reviewed on 10 November 2026. It was tried on its invented example on 10 November 2026 in Claude. The record published with it is of one fresh run, made by an independent reviewer on the template as it now stands, and it lists every difference from the example. An earlier run the same day led to two changes, which the record names: one note on the output format was made clearer, and one message in the example was reordered to follow the instructions. It has not yet been tested in a client environment. It has not yet been tested as a packaged version in ChatGPT, Claude, Copilot or Gemini.
Testing in your environment means running it on a past campaign your team remembers, with hard cases written in advance: a creator who asked not to be contacted, a list note asking for a fee, a follow-up fact that is really a payment term, a creator with no post named. The sender checks every opener against the creator's real post before anything goes out. Pilot acceptance-test preparation builds that test set, and what we test before we call an AI workflow ready describes the record we keep.
The full capability template
Everything above is the outline. The complete capability template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.
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Next step
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