Disney Advertising · Training Program

The AI-Powered Seller

A multi-lesson training program for using AI as a sales partner, not a search engine.

Build the prompts. Apply them to live deals. Turn them into repeatable workflows. Walk out with a personal AI selling system that compounds over every rep who isn't using AI. Pick a lesson below to begin.

Lesson 3 Coming soon

Apply It to Your Deals

Apply AI directly to live pipeline - building account briefs, gathering competitive intel, and pressure-testing proposals before the client does.

Coming soon
Lesson 4 Coming soon

Build Your Sales Workflows

Turn one-off prompts into repeatable weekly workflows by chaining AI tools together into sequences sellers will actually run every week.

Coming soon
Lesson 5 Coming soon

Build Your Selling System

Put it all together - leaving with a fully configured personal AI selling system built around real accounts, the actual sales cycle, and a weekly rhythm that compounds over time.

Coming soon

The AI-Powered Seller

Lesson 1 · Organize Your Information

Student Workbook · Disney Advertising

Goal of this lesson

Set up a Copilot Notebook for one real account. This is the container for everything you'll feed Copilot about that account — prep briefs, performance decks, RFPs, contact research.

After this lesson, you'll be able to

  • Open Microsoft 365 Copilot and create a new Notebook
  • Explain when to use a Notebook instead of regular Copilot Chat
  • Organize your accounts so each one has its own working file

Today's job

Create your first Copilot Notebook. Pick one account you're working right now — we're setting up the container today. The first document goes in during Lesson 2.

Your account

Pick the account you're setting up today — the agency and the advertiser they buy for. This identifies your Notebook. We'll add meeting details (who you're meeting, what you already know) in Lesson 2.

01Why a Notebook (and not just Chat)

Copilot Chat is open-ended. Every question starts blank. It searches whatever it can find - your Outlook, your files, the web - and gives you an answer that's only as good as what it grabbed at that moment.

A Notebook is different. It's a workspace tied to a specific set of files you choose. You decide which files it uses. You point it at your last RFP, the agency's media plan, the contact's LinkedIn summary, your prior email threads. Now every question you ask is based on that material - not whatever Copilot happens to find.

For sellers, the rule is simple: one Notebook per account. Set it up once, use it forever.

02The 4 steps

Hit the Open Copilot ↗ button on the right side of this page. Follow along:

  1. Open Microsoft 365 Copilot

    Go to m365.cloud.microsoft in your browser. Sign in with your Disney account if it asks.

  2. Click "Notebooks" in the left sidebar

    If you don't see Notebooks listed, click the 6-dot waffle icon (top-left, the M365 app launcher — looks like a 2×3 grid of dots) and pick Copilot from there. Notebooks sits with Chat, Pages, and Agents in the Copilot sidebar.

  3. Click the + next to Notebooks

    A blank Notebook opens. We're not adding anything to it yet.

  4. Name it after one account

    Something like OMD – Uber works. Account-then-advertiser keeps things sortable. Then stop here - don't add any references yet. We'll fill this Notebook in Lesson 2 with the first document we generate together.

03What this Notebook will eventually hold

Right now your Notebook is empty. That's the point. In Lesson 2, the first thing that lands in here is a pre-meeting prep brief - generated by Copilot using the G-O-L-U-S prompting framework.

From there, this Notebook becomes the home for everything Copilot needs to know about this account:

Pre-meeting prep briefs (Lesson 2) Last campaign's performance deck Most recent RFP Audience study reports Competitive intel docs Contact LinkedIn summaries Last 90 days of email threads Pricing / rate card history Agency org chart Notes from last QBR

Rule of thumb: if it would help you walk into the room sharper, it'll eventually belong in this Notebook.

Homework

  1. Create empty Notebooks for your top 3 accounts. Just create them and name them - don't add references yet.

The AI-Powered Seller

Lesson 2 · Talk to AI Well

Student Workbook · Disney Advertising

Goal of this lesson

Build a pre-meeting prep brief by writing a prompt one layer at a time using the G-O-L-U-S framework. By the end, you'll have a brief you can run before every first meeting from here on.

After this lesson, you'll be able to

  • Write a prompt that gets specific, useful output — not generic suggestions
  • Use the G-O-L-U-S framework to structure any ask for Copilot
  • Run a real pre-meeting brief for your account in under five minutes

You'll build one prompt today, one layer at a time. 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 brief for the account you set up in Lesson 1. You'll build the prompt one G-O-L-U-S layer at a time, then run it against Copilot to generate the brief.

Your meeting

Now tell us about the meeting itself — who you're meeting, and what you already know going in. These flow into the example below and 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 brief for my first meeting with [agency] about [advertiser] - 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 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 - The 4 specific objections you're most likely to hear from this advertiser, given their category, recent signals, and current media mix. Each objection gets exactly 3 lines:
       - "What they'll say:" the exact quote in their language, in quotation marks. Example: "We already get reach from social - what does Disney add?" Make it sound like the room, not a textbook.
       - "Behind it:" the real concern driving the pushback - budget pressure, last-campaign baggage, internal politics, attribution skepticism, agency relationships. One sentence that names the actual fear.
       - "Your move:" the specific 1-2 sentence response. Must name a Disney property, a measurement partnership, or a comparable case study by name. No generic "Disney has scale" or "we have premium content".
  8. THE DISNEY PLAY - your 4-part plan for the meeting. Each sub-block is specific and named:
       - "The Opening:" the exact sentence you'll use in the first 30 seconds. Not "thanks for taking the time." Something that earns you the next five minutes - a recent signal about them, a category insight they can't get elsewhere, or a question that reframes the conversation. Write it out word-for-word.
       - "The Core Argument:" the one thing they need to walk out believing about Disney Advertising for THIS brand. State it as a thesis with a clear position - not a feature list. Example: "Disney is the only place you can pair NFL audience with streaming attribution at this scale."
       - "Proof Points to Bring (3 bullets):" three specific named items - a campaign, a study, an audience size, a measurement partnership, a clean-room integration. Each one ties directly to the Core Argument. No vague claims like "we have great content."
       - "The Ask:" the specific next step you want by the end of the meeting. Be exact. "A 30-minute follow-up with [their brand-side counterpart] in two weeks to walk through audience overlap" is an ask. "Continue the conversation" is not.
  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: 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]. 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 full example prompt
Pre-Meeting Prep Brief · G-O-L-U-S 
GOAL: Create a one-page prep brief for my first meeting with [agency] about [advertiser] - 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 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 - The 4 specific objections you're most likely to hear from this advertiser, given their category, recent signals, and current media mix. Each objection gets exactly 3 lines:
       - "What they'll say:" the exact quote in their language, in quotation marks. Example: "We already get reach from social - what does Disney add?" Make it sound like the room, not a textbook.
       - "Behind it:" the real concern driving the pushback - budget pressure, last-campaign baggage, internal politics, attribution skepticism, agency relationships. One sentence that names the actual fear.
       - "Your move:" the specific 1-2 sentence response. Must name a Disney property, a measurement partnership, or a comparable case study by name. No generic "Disney has scale" or "we have premium content".
  8. THE DISNEY PLAY - your 4-part plan for the meeting. Each sub-block is specific and named:
       - "The Opening:" the exact sentence you'll use in the first 30 seconds. Not "thanks for taking the time." Something that earns you the next five minutes - a recent signal about them, a category insight they can't get elsewhere, or a question that reframes the conversation. Write it out word-for-word.
       - "The Core Argument:" the one thing they need to walk out believing about Disney Advertising for THIS brand. State it as a thesis with a clear position - not a feature list. Example: "Disney is the only place you can pair NFL audience with streaming attribution at this scale."
       - "Proof Points to Bring (3 bullets):" three specific named items - a campaign, a study, an audience size, a measurement partnership, a clean-room integration. Each one ties directly to the Core Argument. No vague claims like "we have great content."
       - "The Ask:" the specific next step you want by the end of the meeting. Be exact. "A 30-minute follow-up with [their brand-side counterpart] in two weeks to walk through audience overlap" is an ask. "Continue the conversation" is not.
  9. THREE THINGS TO LAND - three numbered statements.

LIMITS: 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]. 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 Lesson 3.
The AI-Powered Seller · Disney Advertising · Lesson 2 Student Workbook