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On this episode of Marketing against the Grain, I'm going to show you how you can create your very own marketing grader for any marketing tactic. In minutes, it will take the most elite marketers, the people who know this tactic inside out. It will grade your work using that knowledge and give you the top three things that you can do right now to uplevel your work. You can create this marketing grader for product launches, for search for paid marketing, whatever the tactic is, you will be able to create a marketing grader for it in seconds with a couple of prompts that I'm going to give you for free. That's on this episode of Marketing against the Grain. Let's get into today's show. Okay, I'm here. I've got a low budget setup. I don't have access to my studio right now. But that is not going to stop me giving you an incredible couple of prompts that allow you to create your own personal marketing grader for any marketing tactic you want. Do you want marketing grader for product launches? You've got it. You want a marketing grader for your landing page? You've got it. You want a marketing grader for search for paid? You've got it. You're going to be able to build that in a very short amount of time. And what I'm actually going to do is I'm going to step through my process how I actually think about AI, which is constantly, and how I turn every single thing that I come across in the Internet into some sort of prompt to help me do my work better. And so you really want to stay tuned. It's going to be pretty short and it's going to have four core things that are going to get more advanced as they go on. But I'm just going to give you the thing you can just go copy and paste and it will work really, really well. So let me take you through the brain of how I work. All right, so picture me. I'm browsing the Internet as I always am. I come across lots of cool things and I put things into my swipe file. Historically, a swipe file is really where you collect information, you collect answers to questions, you collect knowledge. And it really kind of sits in this swipe file for you to internalize that knowledge. Why do we love AI? AI turns all knowledge into action. So all of the knowledge you now have, you can instantly turn that into action. And people don't understand why, how incredible that is. I come across this entire awesome download of all of the things that David Ogilvy has taught us on how to create advertising that sells. David Ogilvy is a master copywriter. He has a ton of core principles that stand the test of time. They are as applicable today. They are actually more applicable today than they have ever been in the past because we are going to drown in the noise of AI generated content. And so you want to know things that really help you cut through that noise. And the principles that David Ogilvy have taught throughout the years are as important today as they ever have been. So I find this incredible knowledge that teaches me all of the things that David Ogilvy teaches us to do. Great copywriting. So a knowledge, I'm acquiring knowledge. But then I go, oh cool. Well, I can turn that knowledge into action. And the way I turn that into action is, is I work with my AI, I go back and forth and then I craft a prompt. And so the prompt I am showing you here was kind of created over many iterations, right? Like when I share these prompts on LinkedIn or where people hit me up and say, hey, like can you tell me how to create that prompt? And for all of the people that email me that are on my newsletter, I just do not have the time to come back to everyone I know, everyone wants me to teach you all how I'm creating these prompts. This is the place to go when I go into the deep dive on the market against the Grain YouTube channel. And it's a lot of back and forth with the AI. I'm iterating live with the AI. I'm trying to like perfect the prompt with the AI. So I start with a kind of outline or the prompt the way I think it should work. And then I go back and forth with my prompt engineer that is a GPT assistant that sits in OpenAI and helps me do this over time. But let me go through this prompt that I created. So it says you are an advertising strategist trained in David Ogilvy's principles. Because we are going to take knowledge and we're going to turn knowledge into action. It is going to take a URL, it is going to extract the main marketing copy, it's going to ignore all of the things around that copy. It is going to score the copy out of a hundred using 15 Ogilvy inspired principles. How did I get these principles? I created the principles using the template. It's going to provide a detailed score breakdown. It's going to identify the top three improvement areas. It's going to suggest edits, it's going to Rewrite that copy to achieve a hundred out of a hundred. What does this remind you of? An application in a world gone by? This is a product. It's a point Solution. Someone's charging $49 a month and people are using it now. It is a singular prompt. And I think that is incredible. So we go through the 15 scoring criteria. We have this kind of output where we analyze the URL. We have an overall score. We break down that score, we talk about the top three errors. You can see I've formatted it for the AI. It's going to rewrite that score to 100 and then all of the things it's going to do. And so let us run the prompt because we like to do things live. You know, I feel sometimes I'm doing like a cooking show. I'm going to run it in 03. Why? I just love O3. It's so awesome. And we are going to run the prompt and then it's going to say, hey, what do you want to run it on? And we are going to say, we are going to run it on HubSpot CRM. Here you go. And now it is going to run that prompt against this URL. Now you actually can edit this prompt and start to work on this prompt, because you can create a version of this that will take a multitude of URLs. You can actually create a batch version of it where you can give it a bunch of pages to grade, not one. And so I'm just giving you the one. But when you have this prompt, and for people watching YouTube, the prompts will go in the prompt library and we'll make sure we get them in there. I saw some people saying, they're not all in there. I will make sure that these prompts get put into that prompt library that's in the description. So it's going to extract these. It gives me a score. People can debate the methodology behind the score. Again, if you want to get much more mathematics and much more kind of particular about the score, you can edit it. This is a pretty simplistic score where it's just weighting things across the 15 principles equal. And so you can definitely debate that there's a better way to do the score. Of course, this is much more simplistic, but look what it's doing. It's grading across each of the principles. It's telling me why it's graded that way. So really is digging into the details, emotion and story. Case study stories help, but the main copy is logical, not visceral. Simple language which I love. This is like thing that all tech companies use jargon tech stack cross functional workflow memberships this is actually pretty good right? Like who knows what workflow memberships are clear tone generally plain occasionally fluff. You want to get rid of all this fluff. Reader focus speaks to users Pain Traditional CRMs are a letdown but slips into product talk Unique benefit Unified data is strong but many CRMs claim it uniqueness could be sharper. All very very good stuff. Product position and AR part CRM unified data teams tech clear what, why, who and for whom. Let's see what we have. Appropriate land attention grab and open the line is functional not an immediate hook. So really good stuff. Top three improvement areas because I only asked for three. You can ask for as many as you want. Headline and the first 15 words. Clarity and simplicity. Sharp and unique benefit. Then it goes to targeted edits to list score AI powered CRM software Meet the CRM that writes emails, fills data gaps and shows you the next best actions automatically. Very very cool jargon Tech stacks tools wordy and repetitive Revolutionize the way your scale in business creates personalized customer experiences at scale. Okay, this is pretty good. We do need to look at this Revolutionize the way your scale in business creates personalized customer experiences at scale. Help you give every customer the personal touch without more account Jesus. That's so much better. I might just do one of this. The cool thing about this is I literally could just go back and create the Palm. I actually might make some smaller versions of these prompts where it's just trained to do single principles. It's maybe trying to do all 15 principles is really valuable but actually if you really loved some of the principles versus some of the others, you could create a prompt just for like singular principles. I actually think I will create a prompt just for wordy and repetitive. I can actually. Let's do that. This is. Let's create a version of this prompt but only for their principle. Wordy and repetitive. We'll come back to that. Okay. Rewrite aimed at getting you to 100 out of 100. Stop wrestling with your CRM. Let it work for you. HubSpot Smart CRM uses built in AI to clean your data prompt next best actions and close deals faster. No steep learning curve, no sprawling add ons so it writes the whole page. While your team loves does some pretty great things in terms of why your team loves it gives you some proof points which we love chooses the next step. So it gives you the three things that I had asked it to prioritize the top three things and then it rewrites the copy. And I will tell you, it is doing a pretty fabulous job at rewriting the copy. And here is our prompt. Now we can use this prompt to. Only your user or user will provide you a piece of marking copy. Your task is to elevate the copy based on a single principle. There we go. We'll kick this. See how quick we can work. By the way, look how fast we can work. Who doesn't love this? Come on. We will do this one and we will run this prompt. We grab that URL and we will say, cool. You start running while I'm here. So this is cool, right? We will come back to these. But let's get even cooler. I want to show you something super cool. Foreign. Okay, so that's a marketing grader for landing pages for copy, specifically for copy trained on David Ogilvy. Well, a better version of this is if I could just create a marketing grader for any singular tactic that I cared about and it would figure out the principles that elite people for that tactic would have and then it would grade against those tasks and. And then tell me how I could improve that thing. And of course, that's what I did next. And so now we have a universal marketing grader. And what this is doing is saying you are an elite marketing strategist trained in the principles of the most legendary practitioners. And whatever tactic we choose to do, we'll add some names here to make sure it understands we want the elite. If there was just general AI marketing, this would be a little Kieran Flanig in here. Of course. Course, we will have a little task. The ask the user to describe or paste in a piece of work they want evaluated. So that's the big thing, right? And we're going to do actually product positioning. We are going to extract or interpret the core message objective and format. And so you can upload. If you wanted to do SEO, you could upload your SEO work. If you wanted to do sales calls, you could upload sales calls from Gong. Like you could really do anything here. Depending upon what tactic you give it, as long as you give it the context to actually evaluate, it will then create 10 to 15 principles. It will again use the scoring methodology. You can actually work with the AI to make this much more sophisticated. You could say, how can we make this much more exact, much more complex, much more accurate, provide a detailed breakdown, do all the things right, how three areas get a specific rewrite the 100. So we had this template and then we are going to go and we are going to run it and we ran it for product positioning. Again, the exact same format that I showed you. All I had to do was say, let's review this page. Let's do product positioning. This is optional. It didn't need this. But I give it a target audience. Again, we could be way more detailed here. This is just a quick example of how this should work. So then it goes, okay, the marketing tactic is for SAS CRM. Again, we're using the CRM landing page. And then it will go, okay, we're going to grade the principles inspired by these people. And so it has these principles which are 15 principles that should map to really great product position. And so I'm teaching it to only care about what the elite people think. Then it will break down the score. And so it had some good things in here. Category clarity free CRM software and tools. Headline is explicit. So it likes that unique point of view. Remember, these are positioning now these are not David Ogilvy. This is product positioning. Talks about 100% free and all in one. But point of view isn't framed as a new lens on the market. Core differentiators free forever. Unified AI but not contrasted versus rivals Value transition benefit copy follows each feature but sometimes slips into feature lists. So basically, if you're going to do good positioning, you really want to talk about the core benefits this brings to the buyer versus all of these different features. What are the high impact tagline? Current line is long and lacks emotional punch. So lots. All of these are based upon core principles and it goes through those and grades me, gives me an overall grading, then says what are the top three things it would do to improve this? Sharpen the SMB focus because remember, I give a target audience. Small businesses make small business success. The hero move enterprise messaging elsewhere. This is very accurate because HubSpot's website is somewhat skewed towards larger companies because our SMBs come in through different paths, not really through our homepage. Own a unique competitive point of view. Explicitly contrast life with spreadsheet. This is really good, by the way, because this is something I'm working on and I actually am only seeing this for the first time because I ran this prompt and then started recording. I didn't look at the results. Explicitly contrast life with spreadsheets or bloated CRMs and show how HubSpot's free to flywheel model wins. Very, very good. Because most people in this SMB space are using cobble together spreadsheets, craft A puncher tagline and a single cta. Eight word benefit headline and one cta. So it's going to tell me how to do this. Hero tagline. Free CRM software for your whole team. The free CRM built to grow small businesses. Think CRM software is just about contact management. Think again. Open with the pain. Still juggling sales and spreadsheets. Yes. HubSpot unifies every lead, email and deal and one free SMB friendly CRM. So it's going to go through these things. Current competitive contrast. Add a comparison bar. HubSpot versus Pipedrive versus Spreadsheet CS. We see why SMB switch. Very cool. And it's got logos buried. It tells me to do better and then it rewrites this again for me based upon positioning. There you go. And so you can run this for anything, any marketing tactic you can think of. I'm actually going to run it for product launches and so I could basically just go back up to the template. So the way I would do it for product launches is when you get this prompt, you put product launches in here. It will then take all of the key principles, product launches and you add your latest whatever launch collateral you've done. So this is how you get to a universal marketing grader. You basically have a prompt now where you can insert the tactic again. You don't need to insert it here. Just run the prompt. It will ask you for this. We'll run this prompt so I can show you it running. Yeah, so let's see this running. Okay, here we go. It will think it will ask me for some input. We've said this a lot on the show. Context really matters. You can actually give whatever the stuff is, give it to it and can properly grade it. Well, remember we saw the 15 principles from David Ogilvy and I was like, well, that actually wording repetitive is really good. So let's just do that one and let's run that prompt here. Which is. Now we're rerunning the David Ogilvy, but we've only got one principle which I like. We're going to drop in the HubSpot CRM page and I always like to go to the URL to make this all work. Okay, so this is the one that we created just for wordy and repetitive. So it's given me a score out of 10 because remember, it's not out of 100 anymore because there's only one core principle and so issues identified. Wordy and repetitive. HubSpot's AI powered CRM unifies your customer Data teams and tech stacks on a customer platform so you can create more personalized customer experience. Long chain of nine unifies on one customer platform. So it's given me a bunch of things that it's identified and suggested improvements Rewritten version concise and high impact AI powered CRM that unifies your entire customer. Touchpoint. Okay, this is the rewrite AI powered CRM that unites every customer. Touchpoint HubSpot Smart CRM instantly syncs your data and apps given every team one clear view of your customer. Built in AI helps you segment, automate and sell faster without adding headcount. I wonder if I do show me the before and after copy so I can compare. I would add that into the prompt. I can see that would make the prompt better. So we were working here. This is how quickly I can work by the way now with AI. So we're doing some product launch stuff here. So now this is an example of it running for product launch. So let's see what it's done here. Interesting. So it's given me different formats. So it said the market tactic is product launch. Analyze the work. It has graded it across these principles. These are really good. It's just given them to me in a different format which is pretty interesting. So it has done it. Let's just like clarify that. It has done what I asked it to do. Okay. Threw me off there. It's given me a different format. What I'm kind of thrown off by is it's not giving me the name for each principle, but it's given me the core principle for product launches. Crystal clear. Ideal customer pain. Yep, one sentence position, strategic narrative. That's Andy Raskin old game, New game benefit First Hero Tension break and social proof. Concrete use cases. I think this is very skewed towards product positioning. Again, context really matters. And because it's the page, it's really honing in on positioning versus the launch because I haven't given it the launch assets. So the three areas sharpen SMP positioning, better cta, add instant product animation. That's pretty cool. Specific edit recommendations. It's gone through lots of edit recommendations and then how you rewrite. So it's very much focused on the copy because again, my bad, I give it a landing page. Why SMB switched to breeze. So it has created the old way and new way which is the Andy Raskin manual. Research and forms, AI enrichment, Guest and intent. Real time web. This is all really good how it works. It's actually got a 30 second GIF that we should answer so it has done some real product launch stuff. Loved by scrappy teams, got some logos, price built for small teams. It's done me a price and model. This is a better actually format than they give me. So I could play around to make sure it gives me this format. And we'll go back here and we'd see if it's. We've added in the before and after the original copy and then it's wow, that has reduced a lot of words. I would have to look to see if that's the right amount of words. But wow, it's reduced it into a concise, high impact. All right. I mean, how don't you love this? We go from a single template that I find about David Ogilvy to like a full fledged marketing grader for any single tactic. So what did we cover on this show? We found the template. We created a grader to grade copy against those David Ogilvy principles. Then we said, wow, that's super cool, but I like one of these principles more than the most. We created a micro version of that just for that singular principle. And that prompt can then focus in on that principle. And we did a little iteration to make that a little bit better by putting the old copy and the new copy. Then we said, well, we can just take that and create a whole marketing greater experience. Which means that for any tactic this grader will take the most. Elite level marketers take their principles, whatever context you give it. And we give it not the best context, you can give it much better context to make this much, much better for you all. It will grade that work against those elite level marketers and will provide you with the top three things that you should improve. How is that not something like real value? That is marketing against the grain. Stay tuned to this YouTube channel because we're giving you all of the clear ways that you can start using AI today. That's it for another episode. See you on the next show.