The Result : What we did for the brand i.e. we got X press, this amount of people did X, moved the market, sales numbers went up by x
The Task : What needed to get done by your engagement i.e. get people to taste something, get millennials talking, gain earned media, buy a product
A Mailer : Bullet, bullet, bullet. 32 point font and never drop below 12. Every word must count.