MichaelDoesMarketing

freestyle

Test whether something was actually made for the person and moment it is going to, or is a template performed at them, using the swap test - change the name, the company, the occasion, and see what breaks. Use whenever the user is about to send something that claims to be personal - a cover letter, cold email, proposal, pitch, recommendation letter, condolence note, toast, apology, outreach message, or campaign that is supposed to feel one to one. Also use when the user asks whether something sounds generic, whether it is personalized enough, why nobody replies, or says a message feels like it could have been sent to anyone.

Data & Documents Listed

headroom

Fix work that leaves no room for the person who has to use it, built on the logic of making a beat someone else has to rap on - the mute test, collision mapping, and carving space instead of turning things up. Use whenever the user is building something another person performs on top of - a sales deck a rep presents, a template someone fills in, brand guidelines a team works under, slides for a speaker, onboarding, a workshop, a partner pitch, a form, a curriculum. Also use when a deck upstages its presenter, a template fights the person using it, guidelines feel restrictive, reps go off script, a page is busy, or a thing is good on its own and awkward in use.

sampled

Find out whether an idea you are about to publish already belongs to someone, and what you owe them. Use when the user is about to ship a framework, thesis, positioning line, product concept, name, methodology, bit, or essay and wants to know if it has been done. Also use when they ask whether something is original, whether it has been done before, whether they are ripping someone off, whether something is too close to a known idea, where they might have picked something up, or say they have a nagging feeling they read this somewhere. Runs on the user's own work before it goes out.

sequencing

Put things in the right order, using set construction logic - energy curve, contrast, the swap test, callbacks, and where the room walks out. Use whenever the user has multiple items that happen in an order and something is off - slides in a deck, sections of a page or document, a meeting agenda, a talk, a pitch, a curriculum or course, a launch sequence, an event or reception, tracks on a playlist, points in an argument. Also use when the user says a deck drags, people tune out partway through, they have too much material, they do not know what to lead with, or they are asking what should come first. Do not wait for the user to say "sequencing" - they will say the thing loses people.

subtext

Read what a message is actually saying, using the structure of the text as evidence - what is missing, what is hedged, what got skipped, where the temperature changes. Use whenever someone shares a message they received and wants help understanding it - a job rejection, a performance review, an HR or legal notice, a message from a boss, a client going quiet, an investor pass, a landlord letter, a text that reads wrong. Also use when they ask what someone really means, whether something is a no, whether they are reading too much into it, why a message feels off, or what a message is not saying. This reads incoming messages. It does not write replies.

versus

Decide which competitor to take on, and whether naming them helps or hurts, using battle rap matchup logic - the ladder, the crowd, the style matchup, and their response. Use this whenever the user is choosing a competitor to position against, asking whether to name a rival in their copy, planning a comparison or alternative page, building a battlecard, reacting to a competitor's launch, pricing move, or funding round, or saying they keep losing deals to someone. Also use when the user asks who their real competitors are, whether to respond to a competitor's attack, or whether a fight is worth taking. This picks the fight. It does not write the copy.

0 Updated 2 weeks ago

battle-tested

Write marketing copy that wins a hostile room, using battle rap mechanics - angle, scheme, setup and punch, rebuttals, and a crowd test. Use this whenever the user is writing, fixing, or judging a headline, tagline, positioning line, landing page hero, ad hook, cold email opener, social post, pitch, or any message that competes for attention. Also use when copy is "fine but forgettable," when the user asks how to stand out, how to sound less generic, how to answer objections inside the copy, how to differentiate from a competitor, or wants a message stress-tested before it ships. Do not wait for the user to say "battle rap" - they never will.

0 Updated 2 weeks ago