Research Before Copy: A Pre-Copy Strategy Brief for a Weight-Loss Clinic Before any ad, landing page or email gets written, the strategy has to be right. This one-page research brief for Vitality Metabolic Clinic, a physician-supervised weight-loss program, follows an 8-step method: offer, audience, root pain point, objections, competitor scan, differentiating angle, proof elements and messaging pillars. It lands on one clear angle: diagnosis before prescription. The brief gives the clinic's ad, landing page and email sequence a clear direction to build from.