The AI-Powered Seller

Week 1 · Talk to AI Well

Student Workbook · Disney Advertising · 60 Minutes

You'll build one prompt today, one layer at a time. By the end of the hour you'll have a meeting prep doc you can run before every first meeting from here on.

The framework is G-O-L-U-S - Goal, Output, Limits, Understanding, Style.

Setup tip: snap this window to one side of your screen and Copilot to the other (Win+Left/Right on Windows; drag-to-edge or Mission Control on Mac). Your work autosaves as you type.

Today's job

Create a meeting prep doc. Pick an upcoming meeting - new business or a renewal, doesn't matter - just something you actually need to prep for. Fill in the details below, then build the prompt one layer at a time.

Your meeting

Fill these in once. Your details flow into the canonical examples below AND into your final prompt.

How this works

Six steps. Step 0 is the lazy version. Then one G-O-L-U-S layer at a time. Each step has a blank box for your version, what great looks like, and your prompt so far growing below as you write.

STEP 0—THE LAZY PROMPT write the bad version first

The version you'd normally type. Run it. Notice how little of it you'd actually use - that's the gap we're closing today.

Include:

  • the basic ask, in one sentence
  • the names of the agency and advertiser
  • nothing else - no context, no structure, no shape

Now you try

STEP G—GOAL what you're making, and what you want to win

Two clauses. What you're making. What you want to win. Don't overthink it.

Include:

  • what kind of doc you need (a prep doc, brief, one-pager)
  • what you want them thinking about Disney when they walk out of the room
  • what you want to win - a follow-up, a test, an intro to their brand team
  • keep it to one or two clauses, plain English

Now you try

★ What great looks like 
GOAL: Create a one-page prep doc for a first meeting so they leave thinking Disney Advertising is the partner that grows their business across sports, streaming, and linear - and we leave with a clear next step toward the deal.
STEP O—OUTPUT the sections AND what's inside each one

This is the heavy one. Don't just name the sections - name the structure inside each one. Detail in, detail out.

Include:

  • the sections you want in the brief (e.g., business context, account snapshot, who you're meeting, questions, likely pushback, your angle, next steps)
  • AND the structure inside each section - this is where the depth comes from (what's in a good question? what's in a good objection?)
  • the format and length (one-pager? bullets? numbered? a paragraph here, a list there?)
  • what success looks like at the end of the doc

Now you try

★ What great looks like 
OUTPUT: A strategic one-page prep brief with these sections, in this exact order and internal structure:
  1. HEADER - agency and contacts, advertiser, meeting type.
  2. YOUR GOAL - 2-3 sentences; what to map, plant, leave with.
  3. THE BUSINESS - 3-4 sentences on the advertiser: who they sell to, the signal that makes this the moment, where Disney's opening is.
  4. ACCOUNT SNAPSHOT - 8 fields: Advertiser, Category, Est. Annual Media (flag if illustrative), Video/Streaming Share, Recent Signal, Current Mix, Incumbent or Key Obstacle, Status.
  5. WHO I'M MEETING - for each contact: name, title, then 4 bullets: What they own; How they're measured; How to read them; Why they matter.
  6. SMART QUESTIONS TO ASK - 6 numbered questions, each with a "Listen for:" sub-line.
  7. LIKELY PUSHBACK & HOW TO HANDLE IT - 4 objections, each as 3 lines: What they'll say (in quotes); Behind it; Your move.
  8. THE DISNEY PLAY - 4 sub-blocks: The Opening; The Core Argument; Proof Points to Bring (3 bullets); The Ask.
  9. THREE THINGS TO LAND - three numbered statements.
STEP L—LIMITS the guardrails

One page, no jargon, and the big one - don't invent numbers.

Include:

  • how long it should be (one page? half a page?)
  • how it should read (jargon, line length, plain language)
  • the rule that stops Copilot from inventing facts - especially numbers like spend
  • what to do if a section can't be filled honestly
  • anything Copilot should NOT do (no preamble, no closing summary, etc.)

Now you try

★ What great looks like 
LIMITS: One page rendered. No jargon a CMO wouldn't use. Only use facts you can verify or that I give you - flag anything you're not sure of, and don't invent numbers, especially media spend. Lines under ~20 words. If a section can't be filled with real intelligence, say so.
STEP U—UNDERSTANDING what you know + what's already in your stack

Tell Copilot who you are, what Disney sells, and what the meeting is. Then point it at your Outlook, OneNote, Teams, and Word - it can already see them.

Include:

  • your role (Disney Advertising seller)
  • what Disney sells (streaming, sports, linear - Disney+, Hulu, ESPN, ABC, the cable networks)
  • what kind of meeting this is (first intro, QBR, renewal, etc.)
  • what you already know about the agency, the advertiser, and the contacts - even rough notes
  • any recent signals or news worth flagging
  • a pointer to where Copilot can find more (your Outlook, OneNote, Teams, Word files about this account)

Now you try

★ What great looks like 
UNDERSTANDING: I'm a Disney Advertising seller. We sell streaming, sports, and linear - Disney+, Hulu, ESPN, ABC, and the cable networks. This is a first intro meeting with [agency], the media agency that handles [advertiser], a [category] brand. Here's what I already know: [media mix, recent news, contact background - rough notes help].

If you can see my Outlook emails, OneNote notes, Teams chats, or Word docs about [agency], [advertiser], or [contacts], use those as primary context - they'll have detail I haven't typed here.
STEP S—STYLE the voice and the format rule

Persona, tone, and the format rule. Make it sound like a sales strategist - not an assistant.

Include:

  • the voice / persona (sales strategist? analyst? consultant?)
  • the tone (confident, specific, take a position - no hedging, no filler)
  • the format rule for Copilot output (plain bold headers, not markdown symbols)
  • where it needs to land cleanly (Word? a Copilot Page? on your phone?)

Now you try

★ What great looks like 
STYLE: Write as a sharp, consultative sales strategist prepping a rep before a big meeting. Confident, specific, actionable - no hedging, no filler, no generic relationship-building advice. Take a position. Use plain bold section headers, not markdown symbols, so it drops cleanly into Word.

Now run the whole thing

Your full prompt is in Step S above. Hit Copy your prompt and paste it into Copilot. Same tool, same client - and a brief you'd actually walk in with.

Reference: the canonical "what great" full prompt
Pre-Meeting Prep Brief · G-O-L-U-S 
GOAL: Create a one-page prep doc for a first meeting so they leave thinking Disney Advertising is the partner that grows their business across sports, streaming, and linear - and we leave with a clear next step toward the deal.

OUTPUT: A strategic one-page prep brief with these sections, in this exact order and internal structure:
  1. HEADER - agency and contacts, advertiser, meeting type.
  2. YOUR GOAL - 2-3 sentences; what to map, plant, leave with.
  3. THE BUSINESS - 3-4 sentences: who they sell to, the signal that makes this the moment, where Disney's opening is.
  4. ACCOUNT SNAPSHOT - 8 fields: Advertiser, Category, Est. Annual Media (flag if illustrative), Video/Streaming Share, Recent Signal, Current Mix, Incumbent or Key Obstacle, Status.
  5. WHO I'M MEETING - for each contact: name, title, then 4 bullets: What they own; How they're measured; How to read them; Why they matter.
  6. SMART QUESTIONS TO ASK - 6 numbered questions, each with a "Listen for:" sub-line.
  7. LIKELY PUSHBACK & HOW TO HANDLE IT - 4 objections, each as 3 lines: What they'll say (in quotes); Behind it; Your move.
  8. THE DISNEY PLAY - 4 sub-blocks: The Opening; The Core Argument; Proof Points to Bring (3 bullets); The Ask.
  9. THREE THINGS TO LAND - three numbered statements.

LIMITS: One page rendered. No jargon a CMO wouldn't use. Only use facts you can verify or that I give you - flag anything you're not sure of, and don't invent numbers, especially media spend. Lines under ~20 words. If a section can't be filled with real intelligence, say so.

UNDERSTANDING: I'm a Disney Advertising seller. We sell streaming, sports, and linear - Disney+, Hulu, ESPN, ABC, and the cable networks. This is a first intro meeting with [agency], the media agency that handles [advertiser], a [category] brand. Here's what I already know: [media mix, recent news, contact background - rough notes help].

If you can see my Outlook emails, OneNote notes, Teams chats, or Word docs about [agency], [advertiser], or [contacts], use those as primary context - they'll have detail I haven't typed here.

STYLE: Write as a sharp, consultative sales strategist prepping a rep before a big meeting. Confident, specific, actionable - no hedging, no filler, no generic relationship-building advice. Take a position. Use plain bold section headers, not markdown symbols, so it drops cleanly into Word.

Homework

  1. Run the full prompt before your meeting this week.
  2. Use one of the questions (with its Listen-for) in the meeting.
  3. Bring one that didn't work to Week 2.