The episode, in writing
by Richard Lovatt · from the episode above, checked against what was said
We're creating today an AI, using AI to create a marketing brief. Marketing brief sounds boring, but not an Underway one. So I'm going to break down today how you create your marketing brief on Underway, what it looks like, and how you can use it.
So here we are in the Promote tab. Lots of things going on here, but at the top we have your marketing brief. So if we click on here, I'm going to run you through the whole process. Underway reads your work tools, interviews you out loud for a few minutes, and hands back a finished, numbered video or podcast episode with no editing. It reads your site, what you've built and your episodes, looks up what your buyers use instead, then writes. About four minutes. You can leave this page, it carries on. So if you're doing this and you get bored, you can actually walk away from the screen. But you've got a bit of a loading mechanism, so you can see what it's doing.
It's reading the webpage. It's seeing that I post on X, TikTok, because I'm connected to them, and that's why it's able to pull through everything. It's reading 537 changes you've shipped, AKA GitHub. It's reading what you said in 10 episodes for how you sound, so it can develop my voice for my marketing. It's reading 18 searches for how you show up on Google, zero clicks between them, because we've just started. It's read five pages on your site, now looking at what your buyers use instead.
Look at all the stuff it comes back with. You've got who's it for, positioning, messaging, where to spend the effort, your next 30 days, who else they look at, how you sound, the product, what it couldn't tell, and what it reads.
So who's it for, and let's see how spot on we are. First, solo founders building something now. Most of you already believe documenting matters, have tried and stopped because of the camera, the edit, or having nothing to say. Second, makers outside software, shops, studios, bands, same wish to film the start, no interest in editing or writing threads. Ready to buy when they have started and abandoned a building public thread or channel, and has already connected tools like GitHub, Circle, Calendar, and so on. I can also go in and correct this if it's wrong.
Positioning. This is our positioning statement. For founders who mean to document their build and never do, Underway is the build in public app that reads your day, interviews you out loud, and hands back a finished numbered episode. Unlike recording and editing it yourself in tools like Descript or Riverside, you never edit anything. In one line, Underway reads your work to us, interviews you out loud.
Messaging. Hero, problem, solution, proof, call to action. In five years, you'll be glad you recorded this bit. Problem, everyone means to keep a record of it, nobody does. Solution, it reads your day, asks you out loud, episode's ready minutes later.
Where to spend the effort. Instagram, start here, post each episode short, Underway Live first, then the same cut with its own words on Underway Rich. YouTube, publish every numbered episode plus the search videos to film ideas with the pro thumbnails. Meta and X ads, X, TikTok, and search later. Search is a slow one, three hundred and nine impressions, only four clicks at the minute, nothing on page one. The 59 retitled articles need months. It does take a while to rank for these kind of things, but we'll get there.
Then we've got your next 30 days, 16 things I can do, and I can tick them off as I go.
Who else they look at. The thing is with all of these, they're kind of competitors in a way, but none of them really actually do what I do. So it's a bit of an open market, which is sometimes a bad idea, there's a reason, but at the same time, I think now's the time to enter the market.
How you sound, the product. Pretty self-explanatory, guys, but hopefully that will help you, especially if you're a founder, if you've created a business, you're building a business. It will help you form your marketing message, and it will also show you how clever it is and intuitive it is at knowing and understanding what you are actually doing.