Most people overcomplicate go-to-market. There are frameworks, acronyms, and endless checklists… but at the end of the day, GTM is just problem and solution matching.
The better you understand your prospect’s pain, and the better you can map that pain to your product’s benefits (in language they actually care about), the more successful you’ll be.
It works for outbound, for nurturing, for customer success—literally every step of the journey.
So if you’re feeling swamped by everything you could do, step back. Start here: Who is struggling with what, and how does your product solve it better than anyone else?
Once you know that, you can build a “Brand Brain” with your AI tools to make life much easier.
How to Build a “Brand Brain” for AI (and for Your Team)
A question I get a lot: “How do I structure everything my AI (or my team) needs to know about our brand?”
Think of building a Brand Brain like training the world’s best assistant. Someone with a photographic memory who always knows the right thing to say, in the right way, for the right audience.
Here’s how I break it down:
1. Start with Editorial Guidelines (Not Just “Tone”)
Don’t just upload a doc that says “we’re friendly!” Build out the actual nuts and bolts:
What are your grammar and formatting rules?
Do you use the Oxford comma?
Title case or sentence case?
H2s, H3s, or both?
These little rules make all the difference when AI (or a new hire) starts creating for you.
This part is less about how it makes the reader feel and more about the grammar/vocabulary rules your brand uses.
2. Define Your Voice—And Give Examples
Tone of voice is about feeling: Is it warm? Confident? Dry? Does it change between channels?
Write this down, with examples of what “good” looks like.
If you’re stuck, start with an archetype: Sage, Everyman, Hero, etc.
Remember, it’s OK to have your voice evolve over time. Just because you start with one tone doesn’t mean you can’t change (or refine) in the future.
3. Build Out Personas and Pain Points
For each audience segment, make a doc that covers:
Who are they?
What role do they have?
What keeps them up at night?
What do they actually want?
Don’t skip the pain points and goals. That’s where all good copy starts.
Don’t skip the pain and goals portion. That’s going to be what’s needed for your copywriting. P-A-S (pain-agitate-solve) is one of the most common copywriting formulas around, and these persona docs will make everything much more personalized for your audience.
4. Upload All Your Best Content
Gather your site map, your YouTube channel, your podcast episodes—anything that you’ve already made. Use tools like PhantomBuster to scrape this if needed.
The goal: Give your AI (and your team) the ability to reference what’s already been said and done, so you aren’t reinventing the wheel every time.
5. The Product Breakdown: Features, Problems, and Benefits
Most important of all: Document every product feature, what problem it solves, and, most importantly, the benefit to the user.
Feature
Function
Problem solved
Real-world benefit
If possible, you can have another column link to actual case studies or proof points when available.
Every landing page, every nurture email, every outbound sequence gets stronger when you map features directly to benefits, using the actual words your customers use.
How To Feed All That Into AI and Actually Use It
Today’s AI tools (like Copy.ai) make this easier than ever.
Store your product breakdown, brand rules, and persona docs in tables or structured docs.
Use transcripts from sales calls, customer support chats, and community forums. Analyze them for patterns, not just anecdotes.
Regularly refresh your source data, and use AI to surface new pain points and winning messaging.
The trick is not to just collect information, but to connect it to the real-world problems your prospects have. That’s the job.
AI can automate a ton, but you still have to guide the story.
The GTM Shortcut: Never Lose the Plot
It’s easy to get lost in the weeds of go-to-market, especially with AI promising so much. But the core is, and always will be, an understand of Problem + Solution.
Who is struggling?
What are they struggling with?
How does your product make their life better?
If you can
If you an answer those three questions (and teach your AI to answer them too), you’ll do just fine.
Whenever you feel overwhelmed, come back to this. The rest is only a matter of laying the pipes.
Until next time,
Nathan
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