One idea, every surface

A single authored week, and what it actually becomes. Real copy from the calendar in this sandbox — nothing invented for the example.

Read this before the exercises. It is the whole job in one page: you write the argument once, and it lands differently everywhere because the person on each surface is in a different moment.

What the week is for

Tagline
Strategic intent
Brand rails

Every line below has to serve that intent. A rewrite that clears the banned-word gate but abandons the intent has failed, even though the gate is green.

The same week, seven ways

What to notice

These are different arguments, not different tones. The SMS gives a price and a link. The podcast justifies the price. Search removes friction for someone already sold. Social has to earn the second sentence. Same week, seven jobs.
Nothing is padded to fill a channel. If a surface has nothing to say this week, saying nothing is the correct answer — a channel you have no argument for is a channel you should not be on.
The intent is the constraint, not the word count. This week's intent is transparency over urgency. That is why none of the seven pushes.
The gate cannot see any of this. It catches banned words. It cannot tell whether you served the intent, and that judgment is the seat.

Now go and break it. Open the calendar, find the three cells that violate the rails, and work out which one you would argue about. That is exercise 4, and it is the one that decides the seat.