Buyer's Brief Demo with Claude 3 (A Look Inside the Creator+ Mastermind)

Full video transcript

Hey what’s up Darby here with GenAI University and in this video you’re going to be seeing an over-the-shoulder look into our creator plus Mastermind which we host monthly inside of our community along with the other workshops and trainings and events that we produce and this Mastermind was a pretty cool demonstration of Claude 3 and how it is able to help us with executing these buyer briefs and this is the first time I ever ran the recipe before inside of Claude 3 because it just came out and our book is coming out available for pre-order right now on March 14th the Amazon release for Kindle and paperback is going to be pushed back just a little bit but

You can pre-order it and get access to the digital copy of the book and the resources March 14th and you’ll see literally inside of this Mastermind a top to bottom creation of a blueprint on a buyer’s brief, strategic creative brief, brainstorming questions, micro content, all in real time, and we got a lot of really cool conversation as well around it with the different members inside of the Mastermind sharing ways that they are utilizing the buyer’s brief in their workflows, ideas for how to apply it in your business whether you’re a solopreneur or you’re a B2B marketer working on enterprise-level applications or anything in between. There’s so many use cases for these buyer briefs, and

It’s a powerful tool and something you can weaponize for a specific use case to your business that I think you’ll find some ideas and insights here inside of this Mastermind. So check it out and let me know what you think about the recipe, and if you’ve been using Claude 3 as opposed to Claude 2, or if you’re using OpenAI and ChatGPT, then let me know how all of these tools are working for you and if you’ve run the buyer brief in them, how’s that going, how are you applying what we are creating and producing inside of this book so that it’s helping you grow your business. Let me know in the comments, and

Always make sure you like and subscribe this video to stay up to date with GenAI University and all the things that we are up to. And so all that said, let’s go ahead and kick things off. See you on the other side. Hello and welcome in everyone to the Creator+ Community Mastermind on March 7, 2024, tuning in here with a few members of the community, talk about what’s coming up, what we’ve been up to. Good to see you guys here, Kevin, Bruce, and Charles. Boy, what a month, what the past few weeks it’s been in AI, huh. We got a lot of stuff coming up here, we got the Mastermind meetup next week, I’m excited about that, and

I’ve been really enjoying playing around with the new Claude 3 updates. Anyone else been seeing what Claude’s been up to? Seems like it finally got out of the timeout for me for giving some attitude for a while. So, you’re nodding your head, Kevin? Yeah, I went on last night for the first time and just had it rerun prompts that were in chats, and the results were pretty stunning, it just seems to understand — I don’t know, I don’t know what your feelings are about it, it’s making more logical arguments and it’s bridging things a whole lot better as opposed to just really stark statements paragraph to paragraph. Yeah, I noticed that pretty much right out of the gate, for me it just seemed like it was a massive improvement from where I was running into issues the last few months where it was just being a little bit harder to get it to go in the direction I wanted to. Charles, have you been using it? I have, for the last couple days actually took your output that you sent me this morning, maybe where it had two different avatars, had the neuroscience and

Then it had the real estate, and I just basically asked it to separate it out, and it took a little bit to get what I was after, but because it was just giving me the core outline, once I gave it a couple feedback, it started doing it very with good fidelity, that’s saving me a bunch of time just from that standpoint. It does seem to have — it feels like it’s reasoning more, I don’t know if that makes sense, but I guess that’s how I characterize it, it just seems like in the responses there’s more reasoning going on, that’s my take. I don’t have a lot of other output yet to try, most of the stuff I do is pretty straightforward, like taking a YouTube video and

Transcribing it really quickly so I can see what I can get from it if I’m going to take the time to listen to it — things we probably both do intuitively now. Yeah, I’ve been using it extensively the last 48 hours getting this book ready for publishing and going back through a lot of the sections that I put together and just like, all right, help me with just refining this and saying it better, and what I’m trying to really get at here, and so it’s helping make some of the structure a lot simpler to do, which traditionally I’d never done, probably, but I just been putting it off, but

I’m like, I just know that I’m going to be able to use Claude whenever it’s time, and I’ve just been powering through these case studies and setting up a lot of stuff which ChatGPT has been a good help with the last few weeks, but it’s a breath of fresh air to know that Claude’s got a little bit more range for me right now, and in analyzing the case studies and all the buyer’s briefs that we’re putting together, it’s doing a really good job at pulling out stuff that’s just helpful, that I have just a different — again, maybe a different AI perspective as Claude’s looking at it, but

It’s hard, I can’t really take out a lot of the nuances that I’m finding, but it just seems like it’s being a little bit more intuitive than it had been the last few months. For me, anyways — is it running the buyer’s brief for you, or are you doing that in chat? I wanted to like even test it out on the call today if you guys would be down, to see how much it could actually do. Yeah, because I’m like, okay, this thing is pretty great. Anyone want to just take a stab — we could pull up Claude and just fill out a content brief, and

I’ve been doing a lot of edits on the manuscript today, so I could grab the book manuscript and see how that would work with it. Did they increase the token length for Claude 3? I think it’s 200k, so I don’t remember what it was before — I think it was 120, no it was 100K, it was 100K before. Okay, so it’s 200k now on the window, but it also has an intake — it claims, or it claims the enterprise level will either have or will have a million, either tokens or words, I can’t remember which — but it’s going to be a huge intake that it can handle, but it’s still going to be limited to that 4,000-whatever token window on the output. Oh, okay,

We’ll see, let’s see if it’ll do one of these briefs. I haven’t tried it in Claude or ChatGPT just running an entire brief at once, but I’ve been getting some really long responses from it. So let’s see what it does — supposedly it can remember back a long ways into the session context or the knowledge base, so that’s going to be huge for long-form writers. Charles, while Darby’s doing that, are you the one that had the very detailed, like 50 attributes on how to do tone and style? I think that was John Munsell — John, okay, but I’d like to see that. Yeah, I’d really like to get to a point where I can build a custom instruction or pre-prompt or something, or a data source that will sound like me and

Not have to do tons of editing afterwards, do the work up front and make that happen. I feel like every time I’m starting over and getting ChatGPT, even though I tell it right in a professional business style tone, whatever, don’t use jargon, and, it still doesn’t sound like me. Find that — find uploaded content of yours, a significant amount of content that’s you. I’ve done that on a couple of three or four blog posts that I’ve written myself, and had it describe my tone and style, but then when it comes to actually writing, it still doesn’t sound like me. Yeah,

Is that in ChatGPT or Claude? ChatGPT, I’ve not tried it in Claude. Are you using the custom windows in ChatGPT, custom instructions you mean? Yeah, no, I haven’t, put your instructions in there and see what happens for your voice, okay I’ll try that. Sorry, Darby, go ahead. No worries, anyone want to be a volunteer — good to see Derek, want to volunteer some content brief or maybe a project you’re working on, or otherwise we can see how — if you want, let’s do it, go ahead. So, this is executives and entrepreneur founders, and I’ve got an AI business integration readiness survey that will then turn into a custom report for them, and

This is all about the problem of having them integrate AI into their business, more than just learning prompting, but helping them develop a strategic vision for how AI will work in their business long term and transform their business. And I apologize, I’m in my car for about 10 more minutes and then I’ll get in front of a computer. No worries, no worries, yeah, check that out for context. Say, run the buyer brief — I’m just going to start with the blueprint and see how it does in the outputs. Okay, wow, because it sure wouldn’t run on 4.0, to be clear. You just attached the brief document? Yeah, or the blueprint document, and

Then wrote my little description — yeah, I wrote your description, and then I copied the first section of Part Two of the buyer’s brief book, which has just the raw recipe. And so you would basically just copy this entire section here — I literally just copied it verbatim and typed in the user input inside of Claude, just because it needs to have that reference. So now it’s moving on to Section One, the master buyer blueprint. Wow, like I ran it a couple days ago for something with the book, and then I got distracted of course, looked at another tab, and came back over — it felt three minutes later, might not have been that long, but

It was still going. I was like, what is going on, it’s doing it fast too. Usually with ChatGPT I would run it just like the primary goals and the secondary complaints and ending with the positive feelings, then run that as a section, then run the overview for the psychographic deeper dive, and then individually the sections of the blueprint, so it’s anywhere from probably five to 10 copy-pastes if you’re splitting it up like that. I’m interested to see where this stops because we gave it the entire blueprint — did you say you gave it the entire blueprint, or just the first part? The first part is the blueprint, okay,

So I gave it the entire blueprint that we have. Okay, so it went past it, now we’re on to the dreams, like we’re betting on a racehorse right now, want to throw five bucks to keep my credits going. Good to see — I feel like that’s the key to using this, not trying to put the entire document in because it uses too much space. I still think — that’s what I’m experimenting with — the more upfront stuff you put in, the less output you’re going to get on the back end. I still think that’s the case, so by limiting it up front with a portion of the entire workflow, you’re going to get more output, I would think, because it’s adding input and

Output together for the context window token amount, I think — did that make sense, what I just said? It did, but I’m not sure if that’s the same for how Claude is operating now. Well, I looked at the specs and it indicated — I’ll see if I can find it — it indicated that there was still that 4K limit. So yeah, I haven’t tried doing this version of the recipe in Claude ever, so this is the first time I’ve tried this version, the longest one, it’s going to be in the book like this. This isn’t the Market Sauce one that we’ve had, this is a different one — this is pretty much what we’ve got from like the 5.0 to the 7.1 version or whatever that we’ve been at most recently, but

This is going to be what’s in the book as the full recipe, which of course we’re going to keep building on, so it’s going to have the majority of the ingredients from everything that we’ve got right now, and then we’ll just keep building on it inside the larger automation that we’re doing. It’s pretty wild that it’s still going all the way to the primary cause — find [the] chat when it stops, what we should do is copy that and dump it into something that can count. There we go, we made it all the way to the primary cause. What was that, Charles, I’d like to count the words and see how many you have here, yeah,

Let’s do that, and I bet if I just say “continue” it’s going to keep picking up where we left off — copy, what is that, like a word counter? 2,200 words, I can’t hear you Charles, I would think that’s about 3,200 tokens. Okay, so if you had about 800 tokens on the input, that would be your 4K right there — but that’s on one output, you’re saying is what it’s limited to, or is that going to hinder it if I say continue, is it going to start forgetting? No, each output will give you the 4K, so you can say continue and it’ll continue because it can remember back 200k, so

It’ll take your input document plus everything you’ve got so far and still continue putting out, but the longer this gets as we go, it’s going to start eating into that 4K window at some point, but it should be a lot longer before that happens. I think if I understand it — I’m probably wrong — but the prompt technically is your new input, and its output bottom line is going to do what it’s going to do, right, it’s writing with more emotion than it has been, it’s just not being quite as clinical with its output. If you told it to write something visceral, emotional language right

Now, it might go over the top, who knows, because it’s already doing it. Hey Darby, I have a question — if you were to scroll up just a little bit on that last batch of 10 items there, just on these bad habits, for example — what inputs from your document are causing it to produce the particular outputs, in other words, what are you giving it to get that? Let’s say bad habits, for example, in this doc, this is the draft for the book right now — where were we at, bad habits — so this is the input, and it’s mapping all of this stuff compared to the content brief above, and

All the context that’s getting fed into it, so this is the individual prompt that you could run just for bad habits if you wanted to, which I think is important because this is obviously a lot of prompt — sorry, just for people watching too, it’s totally cool to run each one of these individually as well and really build on top of it and be much more methodical, because that’s how we started with these in the first place. So it’s nice to see it run all at once, but also there’s a lot of value in slowing down with this and being really particular about each one as it builds, because then

You’ll get a better feedback loop as you run it. Continue, Charles, no, yeah, that’s perfect as well — it’s amazing, to Kevin’s point, how well it’s articulating, not only in its prose but in its detail of content, just from that output — it’s basically going out there and finding it and pulling it in pretty well. Obviously if you know your avatar, you’re going to know whether it’s on point or not, but it sounds good, that’s for sure. Bruce, you’re obviously the one that gave the initial content brief, so this is where your eye is going to be more like the determining factor as to what you’re going to move forward with or not, but

From just reading this, I think there’s a lot of good stuff in here that you can build from. Absolutely, yeah, and if you don’t mind dumping this into a doc for me that would be awesome, and this is going to help me for what we’re going to do next week also, because I need to be able to take this massive amount of information that comes out of this brief and put it into some compact branding messages. This is going to produce a document — Darby, correct me if I’m wrong — but probably in excess of 40 pages in Word or something. That’s what we’re producing right now, and we’ve got this to a point with using Make for the automation process that it’s around 35 to 40 minutes generating a report like that as well,

And so that’s what we’re going to be building on at the Mastermind next weekend, we’re going to be brainstorming how we can integrate that process, and again with the book on top of that — this blueprint alone is more than we were doing with the original blueprint because we added a lot more of these different prompts for the different elements of the blueprint that were based on the copy pro, if you guys remember back when we were starting this with John Benson and Jasper — someone with, it’s like the DOS for Windows or Apple, whatever, that was what everyone had to use, and then all of a sudden everything showed up, and

You know, the rest is history, so to speak. Months ago, was it 18 months ago? November 2020 was when ChatGPT came out. And you were doing copy pro before that though, right? We started the copy pro thing with Jasper, I think around this time in March/April of 2023, about a year ago. Yeah, that’s close to two years, I remember when you had John on the call, we were going through that. So I would be curious to know what you think based on what you’re doing versus like John and some others — let’s say copywriters, A-list copywriters, Ray Edwards, different ones are putting out their own version, there’s also Mike Fields with his Groove, some of them are more just simply marketing-oriented. How do you feel like you’re differentiating yourself from them with what you’re trying to do here with the blueprint? I think it’s a good question because I’ve been thinking a lot about that as I’m working on the book, right,

Now — I think there’s some important distinctions with software like Benson, now that it’s growing, it’s very specific to direct response, and you can create blueprints in there, but it’s very specific to the direct-response-copywriting side of things, and that’s not what the buyer’s brief is necessarily about. It’s more about giving you the foundational blueprint, the strategy, the content, and the questions that will inform bringing your ideas to market faster, being more of that foundational — you need to start with the person you’re going to be marketing to anyways, and how do you put yourselves in their shoes and start any campaign regardless of where you’re at inside your business, and

Because it’s got a lot of different use cases, there’s a lot of room for us to build on top of this — and like Kelly, in Kelly’s interview when we did that in January about her creative brief, she’s sharing different ideas, and I’d love to hear more, Kelly, about where you see it even now that we’re like two or three months from that initial blueprint, how you’ve been seeing the next stages of where you’re going with your content strategy, but I think content production at the end of the day is more of where we’re settled in, in terms of the buyer’s brief and how that informs your content production and helps make smarter marketing decisions, and

That’s where — took a lot of different book cover iterations, as you guys saw in the community, from buyer’s brief to 270-something iterations in Canva, different subtitles, but “discover what drives your best customers’ buying decision in seconds” is like — how do we condense that time to really just give you that ability to look into a market, see where people are coming from, and be able to make an informed marketing decision based on that, and then use that to inform and innovate your products and messaging to connect with that market. Direct-response copywriting is a huge aspect of that in terms of your messaging, but also educational content — like Kelly teaches on storytelling, how do you actually translate this into your messaging, and

Then how do you take the data that you get from the feedback from your actual market, and then run this again with the additional response, continuing to stay up to date with where the pulse of the market is. Hope that shares a bit more about where I see it being a little bit more differentiated, but I would love to get your guys’ take too on where you are using the briefs in your own business, because there’s so many different uses. Kelly, is there anything that you’ve seen in the last few months, or learned from that initial kickstart to the year in January to now, that’s been helpful? I’ll start off with — it’s easy to get overwhelmed if you try to figure out how you’re going to use all of it, so

That was one thing I realized, I was like spinning because I was like, oh my gosh, there’s so much good information. So what I do that’s been working really well is I always have it open, and when I’m generating copy, when I do something like “help me write an email that addresses X, Y, and Z, and here’s the call to action,” and I look at the email — I’ll say, the last 10 emails that I’ve sent out, let me pull in a different — I’ll pull in the fears and say “rewrite the email and reflect on the fears,” and then I’ll see what it generates, and if we’re still not there yet, I might go to another section, like “now include two sentences that relate to the desires,” so

I just pull in section by section and see how it moves the content, see how it switches things up, and I feel like I use it like Play-Doh, right — I have that foundation and then it’s “what happens if I do it with this, what happens if I tell it like that,” and it’s just this new process where I’m working back and forth with AI and part segments of that without having an expectation, right, without being like “I’m going to write an email that nails this complete point,” because I recognize this way I’m more consistent, because I’m more like testing instead of trying to figure out where this fits inside my workflow, and

So that’s just how I think it helps me generate different content, different perspectives, it mixes things up. I know on the forward-facing end other people are resonating in a different way with the content because I’m speaking to different things — some of us take action based on fear, some of us take action based on desire, some of us take action on the pain points, so I’m confident in knowing that whenever I integrate that, I’m reaching probably someone else that I may not have reached before. And this is Derek always telling me, “what if you just do it,” right, so it’s just, do it, just pull pieces and see what happens, and

Don’t put that pressure on myself till I have to figure out how to use all this document all at once. Thank you, Kelly, and I think using it like Play-Doh stuck out to me, to use that metaphor, because it can go a lot of different directions, but if you’re not actually testing and getting feedback from your market, then it’s just a good informative research paper that’s giving you some insights — but what are you going to do with those insights, are you going to go test it, or are you just going to sit on them? If you take action, then you get the feedback, and you keep working through the process, and

Then you find that one out of 10 is the 80/20 of the pain point, and you can create more and more content, education, and copy around the stuff that’s actually resonating. I have a couple comments if I could, I don’t want to dominate too much here, but I have found that having the buyer’s blueprint uploaded into any single GPT that I build, just the ability to do that, knowing it’s going to be pretty much on point, and I can just start doing what Kelly’s talking about, the nuance stuff from there, is a huge time-saver. And the other aspect that I think has a lot of potential is with marketing managers who need to build out content calendars, and

Sometimes the content calendar — let’s say you’re doing Facebook ads, and maybe they don’t want the fear stuff so much, so you can go more toward the aspirations. If we were being strategic consultants to marketing managers, for example, we can guide those marketing managers on how to use this document, I would think that you could build some templates or support documents that help them do that task, and see that if you’re doing an email campaign, maybe email number one hits on the welcome sequence, second one has education, third one has story, third one has something else, but

Each one is hitting a different facet of what that entire document is providing in a more specific way. The other thing I wanted to mention is that sometimes when we do that, it doesn’t initially give what I’m looking for, and I have found that by telling it “hey, you didn’t give me what I was looking for,” it’ll often come back and say “oh yeah, you’re right,” and then it will give me what I’m looking for — so sometimes that second whip-cracking on it actually does produce very different results. And I do have one other thing I want to mention but I’m going to save it for a little bit later — classic open loop, Charles, appreciate that, and

The insights, of course, for it — we do have a hard stop here at the top of the hour, so I want to make sure we can get to anything, you’re not eating up too much time, this is all really helpful for people watching and getting an idea of how to utilize this, especially as a strategic consultant helping companies implement this process, because that’s certainly a use case for this, and that’s part of the reason we’re developing our automation and system on the back end — to be an asset and resource for agencies and marketing consultants and coaches working to help their audience get a better insight and

Understanding of where they’re at in the market. Absolutely agree, supporting documents, templates, and that sort of thing for helping people implement is a great next step, and it’s definitely something at the top of our list right now for how we can create that, and more than open to any ideas and insights we can come up with inside the community, and that goes out to everyone inside the community for ways to improve this as well, especially if we get good templates developed that everybody can utilize when they get one of these briefs and are helping people implement it. So one of the things Kelly mentioned that I thought was really helpful is she pulled out sections, went to just specific sections, and

It can be a little overwhelming — it’s fabulous that a small prompt can create such a massive insight into who your customer is, but it can also be overwhelming for us mere humans to take in 30-40,000 words at us so quickly, so I think it’s really important to think about breaking it down into sections, and maybe even, as you used to do in all your recipes, turning things into variables that can be stored in a document someplace and then just pulled into generic prompts. Yes, I find that really useful to think about it that way. Well, what I’m working on right now — you’re asking how to use the brief — what I’m working on right

Now is content focused, but content focused on the awareness scale, and a person entering into the process or funnel, whatever you want to call it — I go to the Eugene Schwarz thing, and a piece of content for someone entering the scale from start to finish, and how you would educate them on whatever it is you’re writing about, product or service, starting out generally and getting very specific, just like the awareness scale does, according to the data that’s in the buyer’s brief, and also in the initial stages using smaller content and using larger content as it goes down the scale toward a transaction, or at least during the consideration part of it, so

I think the brief has every component in there for anybody who’s in a stage of the awareness scale, and if you look at the book Great Leads, it tells you what kind of lead to use for those people in those stages — like the unaware is a story lead. What was the name of that book — Great Leads, it’s by Michael Forton — you can find it on Ocean PDFs, I believe. Not Michael Masterson? Masterson and Forton, yeah, it has what leads to use for each section of that Eugene Schwarz scale, it’s pretty cool. Yeah, I think that’s a good point on the awareness — any stage of the funnel, it’s critical to speak to where customers are at inside the customer journey, and

Right, because otherwise — yeah, go ahead, sorry, I was just saying, to Bruce’s point on getting really focused and building off what Kelly was saying, really focused on specific sections, and again, depending on where you’re at inside a marketing campaign, you might not need the entire brief, and it can certainly be overwhelming just to generate and get the content, but also just take it one step at a time too as you’re getting that out there, just smaller, micro, bite-sized steps forward, just even start testing personally — that’s why I like getting a lot more at once and then taking the time to go back through, and

Identifying the things that stand out — I’m not really consuming an entire brief every time I generate one, I’m just looking for keywords that stand out and that I might want to use as a headline. Like one earlier, Bruce, inside of this was like “a dizzying amount of vendors trying to buy your time for their solutions” — I don’t even know if that’s exactly what it said, but that’s what my mind articulated, I was like, oh yeah, that could be a good subject line to open up an email conversation with, and the dizzying element stuck out to me because it’s a symptom that someone might be feeling as a result of their problem, and

If you’re just dizzy, feeling like your inbox is spinning with vendors pitching you their product, but they don’t actually care about — classic John Benson hook, right there, wouldn’t it be? Yeah, and that’s what the stuff is for, that’s why I think the Bond tool is really powerful for when you want to go into that copywriting side — you can take a brief like this and use Bond for it too, take these variables, and if you have Bond you could just store them inside a brief there and use it to run your campaigns. I’ve most extensively been using it for the cloner tool, to test different forms of copy that I want to spin up, and

We’re not going to get a demonstration of that right now, but also the one-minute VSL and just straight-to-the-point stuff — that’s where again you need to be able to guide AI with frameworks anyways, so if you have the frameworks on your own, you can use this brief as a knowledge bank to say, okay, make your own framework that converts for a good website landing page, turn that into variables using Claude or ChatGPT, and then use the completed buyer’s brief to say, write this sales page in this framework based on customer segment 7, business executives at health-based startups, and it would go pull from that section of the buyer’s brief, and

There — I think we just might have hit the end of the road here with continue, I’ve just been running this stuff for you in the background, Bruce, and I was just seeing how far it could go, and we got all the way down to campaign ideas for the second brief, but it literally went through and created just why we were having that conversation — the stories and the different customer segments for all the different leads. So again, I’ll put this all in a document for you. That’s amazing, and so then it’s just wrapping up, and we’re really at the tail end of it now at this point, and

So once you get to the end of the creative strategic brief, there’s only a few more sections left, and that’s the style guide, the brand voice, and then your social content and your “what/why/how” questions. So what’s the role of those questions brainstorming, Kelly? I think you do a really good job articulating the positive and negative as well, but even just filming videos and hooks — “hey, do you run into this problem” — or opening up with a question, or “what are the things I should be thinking about” that put me into different perspectives, from what questions people ask, so it’s more around hooks for content, hooks, and

Yeah, that would lead into different forms of content — like a hook for a few of the recent videos I posted on our YouTube or Instagram page, I’m starting to work with a few different video editors now, so I’m going to be testing out some of that, but just like a question, and then seeing how these different videos get more or less engagement, and posting them on LinkedIn as well. So Bruce, where I find those positive and negative questions helpful is when you’re creating any kind of copy where you want to do that self-opt-in or self-eliminator — “are you someone who spins out creating content, gets overwhelmed by,” right,

“Are you someone who,” and then that could be all the negatives, or “would you love to,” using some of those positives — a lot of copy pages have those self-eliminating questions, I find those questions are really useful for that kind of content. Yeah, in fact, one of the things I’ve been thinking about is a B2B environment where you’ve got multiple stakeholders reviewing a pitch or copy, and being able to roll out messaging that hits not only the awareness level Kevin’s talking about, but engages them with the appropriate angle they’re looking at it from — for example, an engineer is going to look at something different than a teacher who’s going to be using a piece of software, the purchasing department in a school has multiple stakeholders, it would be overwhelming to try to build messaging the old manual way for everybody, this makes possible the ability to do very nuanced, targeted, complete packages for a big company rolling something out where there are multiple stakeholders, so

That’s something I’m playing with myself. Is that the old Strategic Selling framework, Charles, that you’re referring to — the economic buyer, the gatekeepers, the technical people? Yeah, it’d be like that, you’re describing what I’m talking about. Yeah, with that framework — that was years ago, one of the most famous books on complex selling, where you had multiple buyers in any organization and they defined all the roles and what their key aspects were, so it would be fantastic to take that Strategic Selling 2.0 book, feed it in, pull out the frameworks, and then use that, just like you said, for a salesperson to create all those unique messages for — is it the IT department, is it the purchasing department, is it the head of the operations group that’s actually running it, if you’re selling a new customer service program, right,

So you had a customer service angle, but then you’ve got the CIO and the president signing off on the money, so all those different messages are really interesting to think about, being able to attack each one at the appropriate awareness level because you’ve got information from them that you’ve gathered in surveys and that sort of thing, because an engineer may be completely aware of a certain product whereas somebody like a principal might be unaware, so they’re going to land in different places. And then, Darby, just real quick since I’ll be done — one thing I’d love to see if this could ever do, at the initial stage here, wouldn’t it be cool if your script could go out on the internet and

Gather voice-of-customer quotes and pull them into the recipe, so you actually have it — talk a little bit more about what you mean by voice of customers. Let’s say you have some dentists on a forum somewhere discussing something about the topic, and you’re actually able to extract from the internet what they’re actually saying, or off Amazon reviews for example, so you’re getting the actual voice of customer to pull in, so there’d be some of that in the recipe. Great idea, we’re also working on other advancements to this, all of that I’m going to be taking into our notes and

Like what we can do for the next stages once the book is launched, like polling those forums and the actual direct associations these customers are associated with, in terms of where would you even go to talk to someone to get in front of that audience in the first place — again we’ve started working with that, here’s some of it, but I think there’s some stuff we’re going to be working on and going into a lot more detail at the hackathon next week about what that looks like for additional build-outs. And I’m also shocked at how much it’s producing on the social media side here for you, Bruce, and

Compared to ChatGPT — again, this is the first time I’ve run this with Claude 3, which just came out this week, so I’m looking at it from a perspective of “let’s see what it can do here” — and it’s keeping the context all the way through, and it’s angled toward enterprise right now, and micro content right here, probably one more continue away. And, perfect, because we’ve got less than 10 minutes before we wrap up this call — have a completed Claude 3 edition of the buyer’s brief for you, Darby. Is there anything we need to get ready for next week, anything we need to be prepared with? Mostly just a big idea or project that you’re looking to make some big progress forward on, like I’m going to be working on our automation and

Preparing for a presentation from stage, running the whole process with the automation in real time, but also we’re bringing people together as a Mastermind to collectively help support each other along the way. So we’ll have a few different sections of the day — I know we talked about it, Kelly, and we’ve got it mapped out, but the first few hours of the day are going to be getting set up, brainstorming hot-seat stuff, what’s the number-one problem you’ve got right now that you’re looking to solve in terms of your business that we’re going to use AI to help streamline, having lunch, hanging out, connecting, collaborating, sharing, and

Supporting each other along the way, having the room to be able to create at the same time, so come with something you want to move the needle on, and where you may be stuck, and what you’re looking for support with in terms of moving forward, and then we’ll get work done, and then we’ll probably go do some stuff at the end of the day after we wrap up. Maybe I’m missing anything, Kelly, but that’s the gist of it — I think that’s about right, us staking our claim in terms of what we want to accomplish, having some morning focus time, breaking for lunch, it can be a working lunch for people who are in their groove, and

Then coming back together for a check-in, “here’s where I’m stuck, here’s what I’ve accomplished,” and then going back in for one more afternoon focus session. The location we’re going to be at is going to be sweet — got a hot tub, we got pool tables, video games, cornhole, we’ve got the whole nine yards, got shade, a big tree in the backyard, South by Southwest is going to be in full swing, got a dinner we’re going to be doing the night before, if you’re in town Kevin let me know, sent out an email about a headcount, but

It’s going to be fun. Yeah, I responded, I’ll be there, okay cool. I’m totally sad I’m going to miss that whole thing, we’re sad you’re not going to be here. Me too, send your AI assistant, I’ll send your Fireflies — somebody’s got to fix that ragged dancing spider that Claude has, it’s annoying, it looks like a mutated version of the HubSpot logo mixed with Snoozy, that breakfast chain, if any of you guys know it. I’ve always thought I find it strangely satisfying for some reason, wish they would have used our logo, they didn’t even ask — so just think of it like a neural network, so

Give you a little more positive association there. I think we had a pretty productive call today, guys — the conversation obviously revolved a little bit around the buyer’s brief and how we were using it, and I appreciate you guys all giving the feedback and support over the past few years as part of the community, and as we’ve grown, and being a part of the development of it, because it certainly wouldn’t have gotten to this point without your feedback and support along the way. Just want to say thank you, everybody, for being a part of that, and I’m really looking forward to getting the book out in official form on the 14th, unless I can figure out all the bells and

All the T’s and I’s for the paperback version — will probably start with just the Kindle and maybe a few days after for the actual paperback, I need to submit it by tomorrow to get everything done, and it might not be fully buttoned up, but Kindle should be good to go, and of course we can always edit and update it afterwards, so I’m not too worried about it, it’s just hitting that deadline. And I’m going to jump back over here, but I just want to show you guys what you can expect once the book is ready inside the membership portal — if you’re part of the community right now, you’ll obviously already have access to this, but

If you buy the book, this will be something you’ll have access to as well. It’ll be available on Amazon whenever it comes out, but we also have the links in Circle, it’s just university.com/BBbook if you want to share that with anyone too, but I’m building this out over the next week so this is where all the content’s going to live, so it’s really easy to access and not spread over a bunch of random links everywhere — you have one login, you get in, you have access, and

This will be the initial front part of the book, with resources built out here inside — Part One is going to be a full example, fully built-out Market Sauce method buyer’s brief, whenever we generated it, that’s going to include all the sections of Part Two, which is the recipe, the prompts or ingredients or whatever you want to call the instructions, that are going to help you with creating all the elements of your buyer’s brief that you see in Part One, and then Part Three, as you can see here, we’re going to have an introduction — honestly, maybe this call would be a good introduction to the brief for those just getting exposed to it, to see a lot of the different use cases, so

I might include that here, and then we’ll have 20-plus case studies of different briefs and examples we’ve got submitted through the community that we’re going to share, and then we’ll just keep building it out. This is the workshop we did a few months ago that initially introduced the Market Sauce method and how we’re using that to create these briefs, and then right here is where a lot of my focus has been as well with the book — creating a complimentary video podcast miniseries that ended up being about six total episodes, basically breaking down each section of the brief so that anyone going through this book can get a very direct,

Very direct — this is each section, this is what it is, straight to the point, I filmed it all in less than an hour, and we’re chopping it up and bringing it out, so it’s not going to take a ton of time but will complement each section of the book. And then obviously you’re going to actually get good at this if you go and run it, do the work, practice, and get into a flow of doing it for yourself, and obviously you can hire me to do it for you because we’ve got the system and stuff to automate it, but also this is the foundation of all of our content strategy and

Everything that we teach anyways, and have taught for the last two or three years here in the community — I think it’s an important thing for anyone to have a working knowledge of how these briefs work and how they operate and where they can be utilized, so that even if you’re not going to make it yourself, you can at least have someone on your team learn how to make it, or know that whoever you’re working with inside the community, and anyone who licenses our system from us and is integrating it into their process, we’re going to have educational material around this that’s going to continue to grow so that more people can get more informed on this process, and

Be able to actually put the stuff into action, and obviously the more feedback we get, the better results we’re going to get across the board as we build out the automations on the back end. I do not plan on writing another book this year after this, more than enough work — oh boy, get a hold of Chris Landon, he’ll figure it out for you in two seconds, his book stuff is pretty great right now, and he’s got stuff on the back end that I know he’s just going to keep working on building out, he’s using me as a guinea pig right now. Yesterday I did a 90-minute presentation on using AI in remote work while taking advantage of geographical arbitrage for UX/UI designers, and

So we’re going to take that webinar and create a book out of it, all right, that’ll be interesting to see what that looks like. Yeah, keep me posted how that goes, probably talk about it next week I’m sure, but I’d love to hear how that looks because I know it’s a very fast turnaround with what Chris is working on when he gets the automations going, it’s great. Yeah, good job Darby, you’ve done well to get all this done and implemented. Thank you, and perfect timing too, as we come here to the end of the day’s call, 59 minutes in, we are on idea number nine of 10 of the “what/why/how” questions that wrapped up your buyer’s brief from Claude 3, or this could potentially be an entirely new offer, it depends on your imagination and

What you bring to the table, and just testing and validating ideas before you spend four months trying to put all this stuff together on your own and banging your head against the laptop screen because you’re doing all this research manually — what a shame it would be to not have this as part of your tool belt to save time and headache across the board. And we wrap up that conclusion, and we wrap up today’s call, so I appreciate you guys here — book launches March 14th, we’ve got a live virtual launch we’re going to be doing from the Mastermind hackathon in Austin, Texas, and until then, guys, till next time, keep calm and AI on, and

We’ll see you guys on the other side. Thanks, y’all, thank you, bye.