Introducing MarketSauce 9000 at the Buyer's Brief Book Launch 🚀

Full video transcript

It’s finally here: the Buyer’s Brief book. The digital edition manuscript is now available. On March 14th, during our in-person Gen AI University hackathon here in Austin, Texas, we were all heads down all day building and creating things with AI, and we were also launching our book. When we did it live, we had our entire MarketSauce system running in the background — for those submitting their business context to us live, we created their buyer’s blueprints and showed exactly how this process works, both with the system behind it and how you can do it right now with a simple copy and paste and a GPT that we’ve included with the book, with all the instructions for how to go about discovering exactly what drives your best customers’ buying decisions in seconds. You can find all of that at genuniversity.com/bbbook — the link is below this video. If you haven’t already, get an order and you get access to everything I showed you inside this demonstration, plus some more goodies we’re going to add as the book launch continues. Thank you for the support, and I really hope you find the contents of this book valuable and useful to you and your business. All right, let’s dive on in.

What’s going on everybody, welcome into the virtual book launch for the Buyer’s Brief book. Excited to see you guys here — got some big announcements today with the launch of our book, and some cool, exciting things we’ve never done before live that you guys are going to get a special taste of because you’re here. Welcome in everybody, say hey and let me know where you’re tuning in from. Down here in Austin, Texas, with some members of our community for a full-day hackathon today, we’ve been working through different projects and making headway in the world of AI and our businesses. Good to see Penny tuning in from Indiana, Assad from Spain — good to see you guys. We’ll give everyone a couple minutes to join, then we’ll kick things off.

All right, let’s kick things off. This is the official first launch of the book, but we did decide not to launch today on Amazon, for a few reasons — mainly I wanted to make sure the book, the resources, and everything were set up and buttoned up well before we went to Amazon and the broader audience. Those of you here as part of the community and part of our initial book pre-orders are going to get a first look at a live demonstration where, in real time, I’m going to create part of your buyer blueprints with just a little bit of input from you, so I’ll need your participation in this event. By “get something out of it” I mean a fully built-out buyer blueprint, which is section one of the book. I’m going to do this because I’ve been practicing, working through a bunch of automations over the past three months with one of our mastermind members, Chris Lanon, who’s here in Austin with us today, figuring out how we could potentially deliver one of these blueprints live on a call — and how we could do it for everybody here at once.

Take a look inside the group chat — this is something I’m only going to do for those of you here live on the call; if you’re watching the replay, this won’t apply to you. And just if you haven’t picked up on it yet, this is not your traditional webinar launch. I don’t have anything to sell you other than a book that I should probably be charging a lot more than $29 for, honestly, but I’m not, because I want you guys to succeed right out of the gate when it comes to creating content with AI.

The whole Buyer’s Brief process is the foundational system we’ve been refining, developing, testing, and iterating on for the past three years, really since we first started figuring out how to create content with Jasper back in early 2021. The content brief — the context you’re providing AI — has always been the 80/20 of the quality of outputs you’re going to get. The problem is knowing what to tell AI to get better outputs, and it’s not always about the prompts or the fancy new tool — it’s about what you specifically need AI to do in terms of integrating into your business and strategy, and then how AI can accelerate that process.

I want everyone to click the link I just dropped in the chat — I’ll share my screen and walk you through how to fill out this form, and show you exactly what you’ll get with the book, so you can do this on your own: individual sections, the entire buyer brief, or just the pieces you need. This is a simple intake form built on Google Forms asking a few questions about your business: who you are, who you serve, how you serve them. If you don’t feel comfortable sharing information publicly, you can select disagree instead of agree and we won’t use it as a case study example, or you can select agree and we may highlight your business and brief on a YouTube video. We need your name, business name, website, industries, target audience, buying-intent signals (anything that signals someone is interested in buying the type of content you produce), specific formats (YouTube, short-form, reels), brand voice, and a brief overview of your general marketing. The more description you can give, the better.

Fill this out because our system is going to take what you provide and create your own buyer’s brief — something you can do for yourself and for clients, helping develop their own buyer briefs, implement content at scale, and ultimately land on an aligned strategy that clarifies messaging and better positions the business in its market. Just a matter of 600 characters three years ago is what we could provide Jasper in a content brief to start producing blogs and social content; now we’re able to leverage tools like ChatGPT and Claude — Claude 3 launched just this past week and is incredibly powerful — taking these workflows to the next level.

While you’re filling out the content brief (what I’ve been calling the MarketSauce 9000, or the light edition of it), the next link takes you to the book and resources. We’re going to continue promoting this book as we refine and dial in the Amazon KDP physical edition. This is just step one — we’ve been working tirelessly over the last three months to refine the system, the recipe, and the contents to be practical and actionable given the time, money, and other resources you’re investing. It doesn’t happen overnight, but it’s a skill set you can build and expand on. I call the contents of the book a recipe — the prompts and everything with AI are ingredients you pick and choose from to create the content and messaging that communicates what you want to the world, and it’s up to you, the chef in the kitchen, to test things out and combine ingredients.

Once you buy the book there’s a link that takes you to a digital portal with all the content inside it, and you’ll see this portal grow and evolve over the coming weeks and months. The front of the book has introductory disclaimers, testimonials, a preface, acknowledgements, a forward, and an introduction that leads into the meat of everything: the Buyer’s Brief — discover what drives your best customers’ buying decisions in seconds. It’s a Google Doc manuscript (we’ll also format it for ePub, Kindle, and paperback), about 115 pages at 8.5x11. This document is your resource for three key things, structured in three parts.

Part one is the Market Sauce method — what this methodology is, primarily a system to facilitate market research at scale using AI, with actual worked examples using the context from our own testimonials and preface. Part two is the instructions — the ingredients, the prompts, the inputs that map your context to your outputs. Part three is case studies — actual demonstrations of buyer briefs we’ve run through this process for a number of different industries, so you can pick out ones most relevant to you or draw inspiration for how this applies across different niches and markets.

Part one includes a lot of content and instruction; many of you who’ve already gone through this recipe in some form will be familiar with a lot of it, including the basic lingo — brackets indicate a variable, which is the key for the inputs you’re putting into the context, the same information you’ve been submitting on the form. Additional prompts to think through: who’s your target audience, what’s their number-one goal, why do they want what they want, what industries and locations are relevant. AI knows a lot about a lot of things, but without focus it can be very general, so we want to get the right context up front so outputs are more dialed in — honing it down to the product or service, the segment we’re serving (our niche), and additional context. That’s what’s running in the background right now, and barring technical issues, in the next 10 to 20 minutes you might get a surprise in your inbox as part of the gift for filling out that form.

The book splits into five core parts. Section one is the Master Buyer’s Blueprint — a project I worked on with John Benson from then-CopyPro, inventor of the video sales letter, now running Get Benson (getbenson.com). Much of what you create in any content or copy — if you want to market a product, you want to speak directly to an audience, understanding their pain points, fears, dreams, desires, addressing false assumptions and educating them through your content, whether books, courses, blogs, or Twitter. You want to speak their language and address what’s relevant to them specifically. Even if you think you know your audience, you’re probably missing people who could be your audience — your messaging or positioning might need tweaking, and that’s exactly where the buyer’s blueprint helps with clarity on positioning.

Walking through part one’s structure: it identifies a segment and niche (for example, tech-savvy marketing professionals and data-driven businesses, niche of AI-enhanced market analysis and persona development), with extra context about the product. All the inputs below reference the context you provided — weak inputs and context up front mean weaker outputs, so focus on who you’re serving, your product, and your segment and niche first. Running these instructions with your own context produces outputs similar to (not identical to) the examples shown. I was using Claude 3 for a lot of the notes and instructions in this section — if anything in the book is confusing or unclear, email me directly at Darby at genuniversity and I’ll clarify or update the manuscript.

Part two is the straight-up recipe you execute — we’ve also been doing automation work with Make, using OpenAI and assistants to run this more automatically, and I’ll demonstrate how you can quickly fire up ChatGPT or Claude and run these yourself. It links together the Master Buyer’s Blueprint, the Strategic Creative Brief, Social Micro Content, and brainstorming questions that wrap up the buyer brief with insights, implementation guidance, a conclusion, and an intro, so you can pull additional insights from a brief you’ve already created.

There are also several workshops and bonus trainings in the resource portal: overthe-shoulder walkthroughs of a completed buyer brief, including “From Buyer Brief to Branded Messaging Blueprint with AI,” done recently with Bruce Fleck, a community member, covering his framework for turning a buyer brief into branded messaging. There’s a roughly 20-minute training on building your own buyer-blueprint GPT, an interview with Chris Lanon on automating this into a Make-based workflow, and a custom AI workflow training on building your own frameworks — all aimed at streamlining and scaling different processes in your marketing and business operations. Each section of the book also has a complementary short video (introduction, episode one, two, three) — the full miniseries is watchable in under an hour.

That covers part one, the Buyer’s Brief; part two is the actual recipe, which I’ve been calling MarketSauce 9000 because feedback describes it as intense and a lot of content — fair, and that’s why we’re working on lighter versions of the fully robust brief, with updates coming over the next few months. You can also run any section individually, taking individual prompts as a reference or guide to come back to at any point in your business. Section two of the book is a blank-slated version of the buyer’s brief — add your product or service, segment, niche, and context, then follow the instructions to run the same recipe shown in the examples above and the case studies below. The case study section includes examples like Kelly Tenny in the education design industry, with links to her website, LinkedIn, and Instagram — about 24 case studies currently included, with more possibly added over time.

Quick check-in with Chris on the automation — going well, a handful of attendees already have their blueprints. We’re less than 30 minutes out, and this is a real-time experiment with these automations running live — fingers crossed people check their inbox and see the buyer brief with their submitted context turned into a completed blueprint section.

Now for a live demo: opening Claude (using Claude 3, very powerful, useful over the past few weeks since the update) and filling out the buyer’s brief for a product or service. For the example, I used a real friend’s business, Alpha Mobile Restrooms, a porta-potty rental and restroom trailer business here in Central Texas. Product or service: Alpha Mobile Restroom Trailers. Segment: wedding event coordinators. Niche: weddings. Context: “We provide luxury mobile restroom trailers for outdoor wedding venues in Central Texas, serving clients year-round with the cleanest portable restroom experience,” plus a note that they also do other related events. If this context isn’t dialed in, the outputs won’t be what you’re expecting, but assume it’s good enough for this demo.

Copying the instructions from the manuscript, pasting them into Claude after setting the table with context, and running it: Claude generates market segmentation (wedding event coordinators, likely 25-45, roughly 80% female — Darby notes you should fact-check any AI-generated stats), the business’s role and goal (be the go-to solution for upscale outdoor wedding venue restroom needs), pain points (struggling with outdoor venue limitations, especially restrooms), and psychographic detail (wedding coordinators often have perfectionist personalities, high standards, even small imperfections cause distress). Reading through this surfaces “gold nuggets” — content angles and language you might not be addressing in your own marketing, emails, or messaging.

At one point Claude declined to continue, not comfortable playing the role of a world-class marketing consultant — Darby notes this happens with AI sometimes and simply reran the prompt, after which it continued normally. It surfaced the coordinator’s primary goal (create a flawless, high-end wedding exceeding the client’s expectations) and topics that follow from that goal — wow factor, seamless execution, stunning aesthetics, unforgettable events — language usable directly in emails, social media, and website copy. It also surfaced complaints (not wanting tacky porta-potties to ruin a meticulously designed event, wasting time micromanaging subpar suppliers), which opens positioning opportunities against lower-quality competitors. Darby notes part one and part two of the book include the full prompts behind this, and that the process is meant to be run, refined, and rerun as more market data comes in, feeding back into the marketing copy and language used to reach customers.

Darby also showed the included custom GPT — the “recipe” built into a GPT with all the commands and prompts pre-loaded, so you don’t even need to copy and paste; this is the first time that GPT link has been shared with anyone, including inside the community. He recommends using it in line with the prompts from each book section for best results, and reiterates that a buyer’s brief isn’t a set-it-and-forget-it deliverable — ideally you’re updating one at least quarterly if running marketing campaigns, or more often depending on feedback volume.

Wrapping up, Darby checked in with attendees on their blueprint status — several confirmed receiving completed blueprints during the call. He noted this is just phase one of bigger plans for the year, with a goal of getting the book out and the automation running in minutes rather than the hour it used to take manually. On where to buy: the book isn’t yet on Amazon; in the meantime, purchasing directly through the order link and replying to the confirmation email works for gifting. He also referenced a concept he calls “product-market squint” — where founders develop blind spots from being too close to their own product, and a buyer’s brief helps step back and see markets and angles that were right under their nose. He closed by pointing to the community and YouTube channel for ongoing updates, mentioning MarketSauce as the done-for-you automation system available as a service at genuniversity.com, with lighter, faster versions planned in the coming weeks.