Copy

We’ve spent a bunch of time in this newsletter talking about how reviews are moving their way up the funnel.

Most of those explorations, if you will, were mostly about how they are getting used and will get used in the future. (We’ve talked about how reviews appear to be informing LLM recommendations, how reviews might be pulled further up the funnel during “value-led buying” time periods, and that reviews (along with other customer data) will be used to actually distinguish otherwise identical ads in the future (since creating them will cost next to nothing).

What we haven’t talked as much about, however, is how early adopters are doing this right now. There was a post on LinkedIn that gave a very practical—albeit brief—guide on how to do it:

These instructions are pretty easy to follow, and that’s one of the benefits of agentic workflows: So long as you know what prompt to use, you can get to what you’re looking for a lot faster.

Community sort of solves the first part (“what prompt to use”), because people will share what works for the task, but the second part is actually harder (“what you’re looking for”). Yes, you can learn what work to do and how to do it, but you still need to have an understanding of what you’re looking for and why you’re looking for it.

What I love about this post is how illustrative it is in terms of how much faster we’ll begin to copy what’s working, but also how much it removes the need for critical thinking from the marketer.

Copying this prompt (and others like it) might feel like a win to be moving faster, but I think that will ultimately slow marketers down in the long run when they run out of things to copy.

The real win from AI won’t be getting you the information; it’ll be helping you understand why you need to be looking for certain information in the first place. And, eventually, I’d bet it’ll just do it for you—no copying required.