Buyer's Brief Mini-Series | Episode 2 | Master Buyer's Blueprint

Full video transcript

All right, welcome in. In episode two we are going to be going over the Master Buyer’s Blueprint. You might have heard this called a marketing blueprint in the past, and this is the foundation of any buyer brief and any go-to-market strategy: understanding your buyers at such a deep level that you can speak to all of their pain points, their fears, dreams, and desires, and address the false assumptions and solutions they may have tried or may be thinking in their head. So educating and creating content that speaks to that, as well as your copy and your messaging.

This section of our book and our buyer brief was heavily developed in collaboration with John Benson, when we were working together a while back on the Copy Pro and Jasper integration. We spent a lot of time crafting these prompts that aligned with the marketing blueprint in the software then known as Copy Pro. Since then, John Benson, who is the billion-dollar copywriter and the creator of the video sales letter, has created a software called Benson. It’s getbenson.com, our partnership link that will get you more information about what Benson is all about, but essentially it all starts with a marketing blueprint that you can develop that speaks to the mind of a specific target audience as it relates to your product, service, or offer.

I prefaced this section with that because John’s contribution to the development of this was paramount, and it could not have been created, this first section of our buyer blueprint and buyer’s brief, without that working together with John. I learned so much through that process, and this has by far been the most utilized section of any of our workflows or recipes from inside of the Gen University community.

So I felt that I should make sure you’re aware there is a lot of deeper ways to go on the direct response copywriting side with this section alone. If you’re interested in really well-structured, built-out frameworks that are proven to convert and work for any sort of long-form copy, direct response copy, and utilizing AI for it, I would highly recommend checking out Benson at getbenson.com. That’s taking it a step further, but essentially what you’re going to be seeing here within the buyer’s brief, in the book and the Market Sauce method, is this: this is the starting point, because we have to align AI. Whether we’re using ChatGPT or another large language model like Claude from Anthropic, or another tool at your disposal, you know how important it is to feed the right context into AI to get the right output out, or the best output out. More context in, better focus, the more likely you are to get better outputs.

So what you’re going to do to start this entire process is start by copying all the relevant information from your website into a document, or just copying and pasting it into a ChatGPT thread, so that you’re giving AI context, giving it the knowledge it needs to know and focus in on, with all the other stuff these AIs have as reference points. Focus in on your product, offer, service, brand, or campaign. Once you’ve got that, you want to start running from the top down: filling out the user inputs, giving it your brand information, your context, what you do, how you do it. The more concise you can get here with the directions, the better. But experiment with it. This isn’t something you can only try once; you can do this dozens and hundreds of times to refine and get better and better at finding the best context for you in the flow. AI is very fast at doing this, taking a lot of the manual aspects out of parsing each of these sections out. You can run this recipe over and over and experiment with the outputs and put multiple outputs together. I would highly recommend doing that, especially if you’re just getting started with this method.

It all starts there: you want to start with the recipe and the commands of the recipe, from the top down of the book. You’re going to see in this part one of the buyer brief, when we’re demonstrating the Market Sauce method, that it’s got your primary goals, your demographics, psychographics, needs, and all the different ingredients — that’s why I use the term recipe, because all of these different ingredients make up the individual person, the psychology behind their buying decisions, and it changes based on the situation and circumstances they’re in.

I’m not going to list all of them out because you’ve got the book that does list all of them out, but these are all things you can run individually as well, from the dreams to the primary goal to the false solution to the offer, retrains at the very end of the section, and the offer targets. These are all things you can experiment with. Like any chef in a kitchen, you can experiment with these prompts inside your large language model of choice. I heavily used OpenAI for this and how we utilize it in our methodology, but we are also utilizing other large language models such as Claude and Anthropic where we find it makes the most sense. It’s constantly changing, and you do need to practice working it into your workflow, and as the AI’s capabilities update and the next level of whatever feature comes out after I record this, you want to integrate that into the mix.

So much of this is: you’re running this method, doing the buyer blueprint first to identify this person, and once we have that person really locked in and everything looks good, we want to move on to the next section of the buyer brief, which is our strategic and creative brief. This is going to help us take this buyer blueprint and funnel that into a complete marketing strategy that’s going to highlight and create the messaging and frameworks for the offer, benefits, the features, and otherwise targeting your marketing and your message to all those different segments. We’ll cover that in the next episode.