Know the funnel stage
Marketing output only works in context. A message that is excellent for consideration may fail completely at awareness. MITPO gets better when you tell it which stage matters right now.
- Awareness: people do not know you yet, so the job is attention and relevance.
- Interest: the job is to make the problem and opportunity feel worth exploring.
- Consideration: the job is to prove you are the stronger choice.
- Conversion: the job is to remove friction and make the next step obvious.
- Loyalty: the job is to keep trust, usage, and advocacy growing after the initial sale.
Ask the right question before making content
If the team is blocked, this is often the simplest useful question.
Brand voice is not a mood board
A useful brand voice tells the product how to speak, what to avoid, and how to sound credible to your specific buyer. It is more practical than "bold" or "friendly."
- 1.
Define how the brand should sound
Use operator language: direct, calm, expert, founder-first, proof-led, conversational, or similar.
- 2.
Define what the brand should avoid
List the patterns that break trust, such as corporate filler, vague hype, or overconfident claims.
- 3.
Give one or two examples
A short line of real copy often teaches the system more than a long list of adjectives.
A useful voice guide sounds like editorial direction
If a human writer could follow it consistently, the AI usually can too.
- Do
- Clear, strategic, practical, calm, useful. Operator language that earns trust.
- Do not
- Generic AI hype, vague claims, padded copy, agency jargon, corporate filler
- Reference line
- "Marketing guidance that sounds like an operator, not a slogan factory"
Build one strong persona first
Most teams are too broad too early. A sharp first persona creates more useful prompts, stronger positioning, and better campaign outputs than three generic segments ever will.
- Role: who they are and what they are responsible for
- Pain: what is expensive, frustrating, or risky in their current workflow
- Goal: what outcome they want badly enough to act on
- Context: where they spend time, who they trust, and how they buy
Positioning is the strategic spine
Positioning explains why the product matters, for whom, and how it differs. If positioning is weak, campaigns tend to become louder without becoming clearer.
A practical positioning frame
The exact wording can vary, but the structure is stable.