{"id":"wri-mkt-explain-instagram-sales-to-ceo","audience":"marketing","category":"explaining","technique":"audience","title":"Explain to the CEO why a campaign's sales look too low","free":false,"task":"Your CEO thinks the Instagram campaign flopped because the dashboard shows 12 sales. Explain in under 70 words. The first sentence gives the real sales number and where it comes from, then explain in one sentence why the dashboard missed most of them, and end with the date it's fixed. No marketing jargon ('UTM', 'attribution', 'pixel', 'last-click', 'conversion'). Write a prompt that gets that.","materialLabel":"The CEO's message and your notes (attached to your prompt automatically)","material":"SLACK from Dana Whitfield (CEO, Briarwood Tea):\nThe dashboard says the Instagram fall campaign drove 12 sales. We spent $6,000 on it. Should we kill it?\n\nMY NOTES (Marketing)\n- Dashboard counts only sales from clicks on links with our tracking tags.\n- The link in our Instagram bio had no tracking tag (set up wrong by the agency). So most Instagram shoppers looked like \"direct\" visitors.\n- Promo code IGFALL was only shown on Instagram. 84 orders used IGFALL (Oct 1 - Nov 5). Plus the 12 tracked = 96, but 9 of the 12 also used IGFALL, so unique orders = 87.\n- Revenue from those 87 orders: $4,350 so far. Average order $50.\n- Fixed the bio link Nov 6. The dashboard will count Instagram correctly starting Nov 6; the weekly report on Monday, Nov 10 will be the first accurate one.\n- The agency apologized.","rules":[{"type":"maxWords","max":70}],"mistakes":[{"title":"Trusting the AI to count words","why":"AI is bad at counting. Ask for \"under 70 words\" and it often lands well over.","fix":"Cap each part: \"3 sentences, each under 20 words.\"","checks":["maxWords"]},{"title":"Double counting or missing the real number","why":"The notes have 12, 84 and 96. The AI may add them up wrong.","fix":"Say it: \"87 unique orders, from the IGFALL code only shown on Instagram.\"","checks":["r0"]},{"title":"Technical explanation","why":"The AI explains tracking tags and analytics setup in detail.","fix":"Add: \"In one plain sentence: the bio link wasn't set up to be counted.\"","checks":["r1"]},{"title":"Jargon and no end date","why":"AI says \"attribution gap\" and \"UTM parameters\" and doesn't say when it's fixed.","fix":"Add: \"No UTM, attribution, pixel, last-click or conversion. End with Monday, Nov 10.\"","checks":["r2"]}],"promptHints":[{"label":"Sets a word limit","patterns":["\\d+\\s*words","word (limit|count)"]},{"label":"Leads with the real number","patterns":["87","first sentence","real number"]},{"label":"Explains simply","patterns":["plain","one sentence","bio link"]},{"label":"Ends with the fix date","patterns":["nov(ember)?\\s*10","monday","end with"]},{"label":"Bans jargon","patterns":["jargon","utm","attribution"]}],"hint":"A CEO deciding whether to cut spend needs the real number first and the fix date last. Tell the AI that and ban the jargon.","rubricLabels":["The first sentence gives 87 orders (not 12 or 96) and says the number comes from the Instagram-only promo code IGFALL","Explains in plain words that the Instagram bio link wasn't set up to be counted, so the dashboard missed most of those sales","The last sentence says it's fixed and Monday, Nov 10's report will be the first accurate one, and the reply uses none of these: UTM, attribution, pixel, last-click, conversion"]}