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Last Updated: May 18, 2026

OPERATIONS · COMMUNICATION

How To Write Notes Like A Pro

Why this matters

Performance update notes are how Tierra showcases our work and expertise.

Great notes Poorly written notes
Demonstrate our value Make us look unprepared and unprofessional
Build client trust
Get clients excited to work with us

Pair this with How To Speak To Clients for best results.

Core guidelines

  1. Leverage AI
  2. Be Clear, Direct, & Specific
  3. Speak With Confidence
  4. Frame Notes Positively
  5. Be Real (Don't Beat Around The Bush)
  6. Show Your Work

Leverage AI

ChatGPT is your best friend when it comes to writing notes.

  • Start with your rough notes and raw data
  • Feed them into ChatGPT with the right prompt
  • Get back polished, client-ready notes

Always verify AI output

NEVER just copy/paste an AI response into your notes blindly. AI systems WILL make up information (hallucinations). If hallucinations slip into client notes:

  • It looks bad / obvious to clients
  • It creates miscommunication across teams

ALWAYS double-check any output from AI tools for inaccuracies.

Example prompt

You are Tierra, a performance-driven marketing agency that does incredible work
for clients by scaling marketing campaigns across online channels like Google,
Meta, and Axon (AppLovin). One way you wow clients is by writing impressive
performance update notes each week. These notes paint a clear picture of campaign
performance, give detailed strategic insights backed up by data, and identify the
next steps we're to test, optimize, and scale. Please take the data and notes
below and write the notes professionally and succinctly in the following format:

[INSERT AD PLATFORM HERE] Updates
• Recent Changes & Insights
  ◦ [BULLETED LIST OF NOTES HERE]
• Next Steps
  ◦ [BULLETED LIST OF NOTES HERE]

[ADD YOUR SPECIFIC NOTES HERE THAT YOU WANT CHATGPT TO CLEAN UP]

Pro tips

  • Plug this entire doc into ChatGPT and tell it to write your notes based on these guidelines
  • Download platform reports, upload them into ChatGPT, and ask it to summarize the data for you

Be clear, direct, & specific

Use bullets, not paragraphs

  • Top bullet = takeaway. Sub-bullets = proof/details.
  • Clients are busy. Assume they skim. Write for scanning with bullet points and shorter sentences.

Avoid jargon

  • Avoid too many words or jargon clients might not understand
  • Ask ChatGPT to "make this more succinct, plain-language, and easy to scan"
  • When revising AI output, be specific: what text is unclear? What about it is unclear? What do you want it to sound like?

Use specific numbers

Avoid generalities and vague statements like "some," "a few", etc. Always use specific numbers instead.

  • ❌ "We'll be launching some new ads around this next week."
  • ✅ "We'll launch 5 new creatives testing this hypothesis next Tuesday."

Speak with confidence

Use "we" instead of "I"

Tierra is a team and the notes come from a team effort. "We" demonstrates confidence in our team.

Avoid "we think" / "we believe"

These weaken your authority. The client hired us because they trust us to be the marketing experts. Speak with conviction.

  • ❌ "I think we might want to try this."
  • ✅ "Here's what we're seeing and what we recommend."

Frame notes positively

Which of these two notes sounds better?

#1: "After 2 weeks of testing, the new audience test is performing lower compared to the control. We ended the test and will be implementing a new test shortly."

#2: "For our audience test, the control continues to be a winner! While we were optimistic for the new audience to succeed, we already have a new test in the works ready to get rolled out."

Both convey the same information. #1 frames it negatively. #2 keeps things positive.

Framing with positivity can dramatically change how the client views results.

Be real (don't beat around the bush)

But what about when things just aren't going well?

If performance is down: don't try to hide it. The numbers are the numbers.

Use the Bad News Sandwich:

  1. 🎉 Start with a win
  2. 🔍 Address the problem clearly and directly
  3. 🎯 Present how we're going to fix it

Show your work

Don't just add metrics that echo what the client can already see from screenshots.

Give specific data that backs up your strategic insights and recommendations, or for ANY tests you're running.

  • ❌ "Google spent $4,108.14 and drove 67 conversions at a $61.32 CPA."
  • ✅ "In the search campaign, our new copy test was a big winner!"
    • Control
      • Spend: $2,388.54
      • Conversions: 35
      • CPA: $68.24
    • Test — Winner 🎉
      • Spend: $1,719.60
      • Conversions: 32
      • CPA: $53.74 (down 21% 🔥)

Sample size

  • Use large sample sizes when drawing conclusions
  • If large sample sizes are unavailable, use higher-funnel events to indicate directional performance