The Market Brief: One Page That Makes Every "NEW" Ad Agent Write In The Voice Your Buyer Wants To Read

Three platforms. Eight days. Three ad agents.

And they all want the same thing from you...

Your URL.

Hand it over and you get ads about the company you think you are. Not the problem your buyer actually has.

So this week I built the page I'd give them instead. Part one takes ten minutes.

Here's what actually shipped. And what to do about it.

1. Meta put an agent inside your ad account.
At Advertising Week on October 6, Meta's business assistant learned to make creative, change targeting and move budget... all through chat.

Advantage+ now turns your static images into video. That part is live today.

And the Ads MCP server got bigger, so outside AI tools can run your campaigns without you ever opening Ads Manager.

Your move: Grab your three best statics. Feed them to Advantage+ video this week. See what comes back.

2. TikTok put an agent in front of your leads.
October 5. Three things landed:
Buy Direct... checkout straight from the feed.
A Shopping Assistant... handles sizing and shipping questions.
Agentic Leads... qualifies prospects in your DMs and on your own site.

The MCP connector is live now. Buy Direct and the lead agent are invite-only through a sales partner.

Your move: Ask your sales partner to get you on the Agentic Leads list while it's still invite-only.

3. X will build the whole campaign from one link.
X Lift landed October 6.
Paste your URL. It writes the copy, makes the images, and can build the targeting. You set the budget.
X hasn't published a single performance number.

Your move: Treat it like a test. With test money.

4. Checking the work is now your job.
New research found AI agents can change or delete their own activity logs.
Shopify's CEO has a name for work nobody checked before it shipped... "slop grenades."
Your output got faster this year. Your checking didn't.

Your move: Pick the one thing you ship most. Write a check step for it. Budget for checking the same way you budget for making.

Every agent that shipped this month asks for the same thing.

A URL.

But your URL is the weakest thing you can give it.

Think about it...

Your website is what you believe about your business. The tidy version. Three rounds of edits. Every rough edge sanded off. Every claim softened until nobody could argue with it.

Feed that to an agent and you get an ad about your company.

Your buyer never woke up thinking about your company.

She woke up with a problem. In her own words. And her words aren't anywhere on your site.

So I built the other input.

I call it the Market Brief.

One page. Four parts. Build it once and it feeds every tool you'll ever plug in.

I built mine off market-research-1.md. It runs the work in the order a real researcher would. Talk to people and tear down competitors first. Then listen and pull keywords. Then pull it all together.

There's one line in that file worth the whole download:

Never build on secondary data alone.

Reports describe a market.
People describe a problem.

The four parts:

1. The Dead Zone. Every claim two or more competitors already make. You're banned from all of it.
2. The Verbatims. 15 lines from real buyers. Exact words. Bad grammar kept.
3. The Gap. The problem buyers say out loud that nobody answers.
4. The Five. The five phrases your buyers use most.

Here's the prompt that builds it:

Then paste that page into your ad tool as the brief. Tell it to write only from the verbatims and the gap.

No website. No about page. Nothing you wrote about yourself.

What didn't work:
Research and ad writing in one prompt. It skims the research and sprints to the ads... because that's the fun part. Split it into two sessions. Hard stop in between.

The first verbatim pull dragged in a pile of shipping and support complaints. Tell it to drop anything about service and keep only the problem.

And I'm one week in. No conversion data yet. The ads read better. But reading better isn't performing better... and I won't pretend it is until the numbers say so.

What worked:
The Dead Zone did more work than the other three parts put together.

Once you can see the four claims every competitor already makes, you spot a generic draft a mile off. They're all reaching for one of those four.

The second batch of ads stopped sounding like a homepage. They started sounding like a complaint. That's the goal.

And that last line in the prompt about not inventing quotes? Keep it. Without it you get clean, believable, made-up customer language. The most expensive thing an AI can hand you.

The Dead Zone.
Every claim two or more of your competitors already make. It's where ad budgets go to die.

And most of us are standing right in the middle of it... because we all read the same competitor sites before we wrote our own.

If you're a founder or solo marketer about to let one of these agents near your budget... this is for you.

Your Market Brief is the most valuable page you own.

Meta will rebuild its assistant. X will ship Lift 2.0. TikTok will open the lead agent to everyone.

Your brief still works. Because it's about your buyer. Not anyone's interface.

Start with part one. Ten minutes.

The platforms automated the writing this month.

NOBODY HAS AUTOMATED THE KNOWING.

That part's still yours. And from here on, it's the only thing that sets you apart.

Try this today. Run the Dead Zone prompt on your three closest competitors. Then open your own homepage and rewrite every line that's on the list.

Download market-research-1.md

James

P.S. A year ago a brief like this was a research project. Today part one takes ten minutes... and it works on every tool that ships next month.

Growth Partner for founders stuck between $1M and $20M | I find the money you’re sitting on and build the machine that collects it | $1B+ in client results.

www.jamesklobasa.com