Buyer's Brief Mini-Series | Episode 1 | The MarketSauce Method

Full video transcript

All right guys, Darby here, Gen AI U, and in this episode — one of the Buyer’s Brief mini-series — we’re going to be talking about the MarketSauce Method and how we create content with AI here at Gen AI University, but also how this methodology has come to help us discover so many different insights for ourselves, our clients, and the members of our community. It all starts with a workflow that is evolved around being empathetic to the perspective of your customers and what is going on in their life, and how we can create content that resonates with the pain points they’re experiencing right now and the symptoms of those pain points.

This whole methodology, the book outlines are software that you can license and integrate into your business — you can order them from ourselves — but it is an exact output of one phase, the first phase, of the MarketSauce methodology, and that’s going to be highlighting your ideal customer target: their demographics, psychographics, building a profile of who they are, what they like, what they dislike, what their needs, wants, and deepest desires are, and what their big pain points are as it relates to their number one goal. So what are they trying to accomplish, and what pain are they trying to get away from to help them get there, and understanding the false solutions and the assumptions that people might be feeling, and how to position your brand to the unique different market segments within your target audience.

So how do you slice and dice it to position your product, offer, or service to the thousands and thousands of different potential needs, wants, pains, and desires that different segments of the market could be having exactly at this moment, and how you can position your brand and your messaging to articulate that and connect with them where they’re at right now. In this section of the book you’re going to see the entirety of a buyer’s brief done, so you’ll have the marketing blueprint — which we sometimes refer to as a buyer’s blueprint — a master marketing blueprint designed to help you with mapping this person out, and then all the different segments that you can potentially go from there, anywhere from 1 to 3 to 10, you could even go further if you wanted to, but focusing in on all the different segments.

Then creating a strategic creative brief after that is going to help you with dialing in your messaging, the promise you’re making, the problem you’re solving, and the solution, and how it’s uniquely positioned and different, and writing different sales letters to each segment of your audience, because the message is going to be different for each of those segments. So that’s the strategic creative brief — some exercises with creating your unique value proposition and an ideation phase, getting you 80% of the way there so you can take the ball the rest of the way, and how do you structure your offers and come up with different creative marketing campaigns that you can lean on whenever it’s time to put those offers into action and go to market fast.

From there we’ve also included demonstrations of the micro content, which is very straight to the point — short, quick tips, insights, images, things that are going to speak to your target audience where they are at now, and creating content that’s aligned with your brand voice and style guide that’s included with the strategic creative brief. All of that leads us into the who/what/when/where/why/how brainstorming questions, which, if you can answer these questions from both a positive and negative perspective, show how you can create more content that demonstrates topical authority and thought leadership and builds that trust through education, identifying all the different things that could be going on in the market’s head right now.

If you can reach them where they’re at with this and speak to these in a way that’s going to be nurturing your clients, your audience, and your customers over time, then this will give you a load of brainstorming questions that you can take with you and use for inspiration for content in all sorts of ways — a lot of ways that you can slice and dice one of these buyer’s briefs. Just so you know, this methodology does apply to the solopreneur, the coach, consultant, the marketing leader, the founder, the creator, and the executive, the thought leader, the keynote speaker — a load of different possibilities with how you can utilize this tool and weaponize it for your business, or maybe you want to license it and include it inside of something you are producing on your own, whether it’s a marketing strategy, or you have a client that is struggling with being too near to it, like can’t see the forest through the trees type of deal, maybe they’re blinded by just being too close to the product or market. Maybe that sounds like you or someone on your team — I’ve certainly been there myself — and these buyer’s briefs can help with bringing a different perspective to the table and questions and possibilities you might not have considered, or maybe have considered with this more detail as it relates to your business and brand.

So that is where we start with the MarketSauce Method, and that is what builds into the different phases of taking something to market, because once you’ve got this brief, now you can go and execute the video content, create a podcast series around a specific target market, and actually go into executing. One of these briefs might have, in the old-fashioned sense, taken days or weeks or months sometimes to put and compile together, but now we’re able to condense that down into such a short amount of time so you can directly implement into your business. So that is the MarketSauce methodology, and now we’re going to dive in, in the next episode, into going into the master buyer’s blueprints — your marketing blueprint for building buyer personas and understanding your ideal target market on a much, much, much deeper level: psychographics, demographics, and all the pains, fears, wants, desires, and things that are driving them to make their buying decisions. We’ll see you in the next episode.