📘 Module 1 of 6
⏱ Time: About 2.5 hours, in one or two sessions
🗂 You need: Your Buyer Research Spreadsheet (Spreadsheet1_BuyerResearch) to collect quotes in, and an AI tool (ChatGPT, Claude, or Gemini)
✅ Output: Two documents — your Messaging Brief and your Brand Voice Guide — the foundation every other module is built on
⏱ Time: About 2.5 hours, in one or two sessions
🗂 You need: Your Buyer Research Spreadsheet (Spreadsheet1_BuyerResearch) to collect quotes in, and an AI tool (ChatGPT, Claude, or Gemini)
✅ Output: Two documents — your Messaging Brief and your Brand Voice Guide — the foundation every other module is built on
Your website copy, ads, emails, and content all draw on what you produce in this module. It defines who your buyer is, what they respond to, and how your marketing should sound.
You don't analyse or sort anything by hand. You collect your buyer's own words from a few places online, and the AI turns them into your messaging and your brand voice. Your job is to gather the raw material and edit what the AI gives back so it fits your business.
Why This Is The First Module
Most founders build a website, write emails, and run ads based on their own assumptions about their buyer. When it doesn't convert, the reason is usually that the copy was written from guesswork rather than from what the buyer actually says and wants.
Everything you write later in the Kit pulls from this module: your buyer's real language, the objections you need to answer, what makes you different, and the voice that holds it together. Fixing your messaging after the website, ads, and emails are built takes far longer than getting it right now.
What You'll Build
Two documents, produced across the next three pages and edited by you.
Your Messaging Brief
The document every piece of copy in the Kit draws from. You build it across the next two pages.
- On Research Your Buyer page, you collect your buyer's own words and turn them into the first half: who your buyer is, what frustrates them, what they've tried, what they want, the objections you have to answer, and the exact phrases they use.
- On the Messaging Foundation Workbook, you build the second half from that: your buyer profile, the awareness level your traffic is at and how to open to it, your main objection and how to handle it, your unique value proposition, your headlines, and your positioning statement.
By the end, one document answers "what do we say, and to whom?" for everything you write later.
Your Brand Voice Guide
How your marketing sounds — built on the third page, the Brand Voice & Identity Workbook.
- The Messaging Brief covers what you say; this covers how you say it: your voice in a sentence, the descriptors that define it with clear do-and-don't examples, how the tone shifts by channel, the words you never use, and a short test to check any piece of copy before it goes out.
A business with a clear voice sounds like one person wrote everything, even when different people or AI tools did.
How the AI Prompts Work
This module has three prompts:
- One turns your research into your Messaging Brief
- One builds your deployable messaging
- One defines your voice.
They carry 20 years of marketing expertise and established copywriting methods, and each works only from your real research — so the output fits your business rather than describing anyone.
📌 Getting the most from the prompts.
- Run them in your AI project, and upload each finished document back into it.
- The next prompt can then read what the last one produced.
- If you haven't set up a project yet, go back to the Start Here page (Start Here - Read This First) — it takes five minutes and makes every module easier.
Get Spreadsheet 1 First
You'll collect your buyer research in the Buyer Research Spreadsheet (Spreadsheet 1). Get your own copy now, before you start.
📌 How to get your copy
- Click the link above to open the template
- File → Make a copy
- Rename it: Buyer Research — [Your Business Name]
- Save it to your Google Drive
- Keep it open in a separate browser tab for the entire module
How to Work Through This Module
Open the Website Copy Workbook first. It will direct you forward at each stage. Each document ends with a link to the next one — just follow the chain
Order | Document | Time |
1. | Research Your Buyer | 1 hour |
2. | Messaging Foundation Workbook | 45 min - 1 hour |
3. | Brand Voice & Identity Workbook | 30–45 min |
📌 The prompts in this module are guided.
Paste a prompt in, and it asks you a few short questions before producing anything. Run them in your AI project so they can read your research and the documents you build as you go, and upload each finished document back into the project.
Before You Start
Your Buyer Research Spreadsheet (Spreadsheet 1) is copied and renamed "Buyer Research — [Your Business]"
Your AI project is set up — ChatGPT, Claude, or Gemini
You've set aside an uninterrupted couple of hours to start
Made with Bullet