In this Marketing Over Coffee:
Katie does a tour of Google Gemini writing copy trained on an Ideal Customer Profile (ICP)!
Brought to you by our sponsors: Wix Studio and NetSuite
Using your Ideal Customer Profile (ICP) to improve your storytelling ability
If you want to watch the video on YouTube
Ron Ploof’s StoryHow Pitch Deck
NetSuite is the number one cloud financial system, bringing accounting, financial management, inventory, HR, into ONE platform, and ONE source of truth.
What makes up the ICP
The Trust Insights PARE framework for writing prompts
Examining the ICP to find Pain Points
Starting with the ending in mind
Wix Studio is the web platform that gives agencies and enterprises the end-to-end efficiency to design, develop and deliver exactly the way they want to!
Join John, Chris and Katie on threads, or on LinkedIn: Chris, John, and Katie
Sign up for the Marketing Over Coffee Newsletter to get early access!
Our theme song is Mellow G by Fonkmasters.
Machine Generated Transcript
00:06
John Wall
This is marketing over coffee with Christopher Penn and John Wall.
00:14
John Wall
Hey, everybody. So between ending vacations and already hitting the road for fall events, we’ve got another week before we get back to our regular shows. But I had something really interesting this week. I was doing a session with Katie Robert, the CEO over at Trust Insights, who I work with, and were showing off how you can train a large language model to act like one of your customers. And the goal was to prove that we could use Google Gemini to create a story for our prospects that would talk to these customers and prospects in their own language and follow all the best practices of storytelling. So it’s really having AI create these rough drafts of your marketing campaigns and stories that you could use to get them to take action.
00:56
John Wall
So this was a live stream, and I will throw in the YouTube link if you want to watch how it all happens. But I mean, if you’re familiar with just entering prompts and getting feedback, you don’t need to actually see, you know, the keyboard flashing. I’ve edited the live stream here down so you can follow it audio only and hear about how were able to come up with these storylines. It gets into some fascinating points on what makes a great story, and I have to give a huge shout out to Ron Plouffe here as we follow his story how framework, which is the best framework out there as far as crafting a story and hitting all the major beats you need to get your story correct.
01:30
John Wall
And I thought you’d be interested in how it turned out when we started pushing Gemini, you know, to come up with the story points and see how accurate it came back. So thanks to Katie for letting us grab this session and throw it in the feed. Also, I’m going to be at marketing prosp b two B in November, as Will Chris and Katie. So give a yell if you’re coming to Boston for that. We would love to see you and catch up with you. And next week, we will be kicking off the fall season and back with the regular show. And so with that, let’s jump right in.
01:56
Katie Robbert
This week, John and I are talking about leveraging your ICP, your ideal customer profile for data storytelling. We’re going to cover which data points your ICP can help with, the tactics to make the most compelling stories and how to check your story for clarity and effectiveness, both in your copy and visuals. Now, data storytelling is one of those things that we think is easy, but it’s actually really challenging because we’re like, oh, the data tells the story, but that’s not really true, because the data, a lot of times, is just a lot of numbers, and you have to pull out the story, but you also need to figure out from your client or whoever you’re working with, what story they need to be told.
02:38
Katie Robbert
And so, John, you and I very likely would want different stories from the same data because of our roles, because of our responsibilities. Where would you like to start today? I always ask Chris, but I’m going to ask you today, where would you like to start?
02:53
John Wall
Where do we want to start? Well, there’s a bunch of stuff. It’s funny, when you came up with this topic, went down a list of, like, okay, what can we talk about? And you said, storytelling and fitting into the data. And I was like, oh, this is perfect. Because I know the framework for this. I’d worked years ago with Ron Plouf, and he has his story how framework. And so the big thing with this is that everybody has these story frameworks. Like, when you go do the research on advisors who do this stuff, everybody has their own framework. But the thing that Ron had done is that he came up with 60 elements. He, as an engineer, broke it down into everything it can be. And so his breakdown is completely comprehensive. So we have a list of everything you need to do.
03:32
John Wall
And I was like, this is going to be fantastic, because you can outline all the stuff that’s going on with the Icpenna, and then we can layer that into these story how points, and it will put together a bulletproof story that can’t miss. Basically, once you’ve covered all the key points, a good place to start is with ICP, as far as bringing people up to speed with that and talk about the kind of data that you pull when you’re getting that together. As you prep to get the story, before you start working on the bones of the story, you’ve got to get all your research and everything in order if you want to dive into that. I think that’s where we need to kick it off.
04:07
Katie Robbert
What we’ve been doing with our methodology for an ICP is we’ve been using minimal data sets, because here’s the thing. We know that the data collection is the thing that holds up a lot of people from moving things forward. The idea that I had was if you could find the minimal amount of easy to access data, then you could build an ideal customer profile, which is basically a proxy for your actual customers, because doing that kind of market research, the focus groups, that’s also a lot of overhead and a lot of resources. And so how could we make something really efficient, really detailed, really on target that didn’t take a lot of time and resources?
04:55
Katie Robbert
And so what we’ve done is we’ve built basically the methodology for creating an ideal customer profile that covers your firmographics, your demographics, your psychographics, your pain points, how people make decisions. And it’s from your standpoint, from you, the end user, what we ask of you is very few things. We want to know who your competitors are. We want to know who you are. Basically just your, we’re basically just asking for some URL’s and maybe a snapshot of your website analytics, if available. It’s a very low bandwidth type of activity. So from there, what we can do is we can then use the ICP in this instance as a proxy stand in for our clients. So the first thing we want to do is set the stage.
05:43
Katie Robbert
And so using the trust insights pair framework, which you can get from our website, trustinsights AI pair, you can start to prime the model. That’s the whole purpose of peer. So what I’ve written in so far is today we are working on data storytelling for our client. We’ll have an ICP to stand in for the client and a lot of data points for review before we get started, what are the best practices of data storytelling? And the reason we do this is so we can start to prime the model so it’s given focused direction. We’ll do that and let that run. And so it says, absolutely. Let’s review some of the best practices before your ICP session. So, understanding your audience, what do they care about? What do they need to know? Starting with compelling hook, having a clear beginning, middle and end.
06:32
Katie Robbert
Choose the right visuals so this all makes sense. And the nice thing is that these first few pieces are covered by the ICP. And so this gives you a really good foundation for being able to use your ICP as a proxy for your client. Or let’s say you’re doing a new business pitch and you want to be able to say, these are the things that we can do. You have to be able to tell a compelling story. Your ICP can stand in for whoever it is you’re pitching to. This is where we’re going to introduce the ideal customer profile. So first, let me upload the file. We’ve already gone through the process of creating the ideal customer profile. Here is the ICP for your review. So what we’ve done so far is we’ve primed the model.
07:20
Katie Robbert
We’ve said we’re going to do storytelling, we’re going to use the ICP as a stand in for a client. What are the best practices? What are the things you don’t recommend we do? And now here’s the ICP. So you’re saying, great focus in on the pain points of this ICP. This will become the purpose, the why and narrative of our data storytelling. So the reason I want to focus in on the pain points is because what we want to do with the data is solve those problems. That’s why people are coming to us. But we have to know what those pain points are before we can sort of put the narrative together. So what we have so far is the pain points. Difficulty in aggregating and utilizing large datasets from multiple channels and platforms.
08:12
Katie Robbert
Inability to measure true impact of marketing campaigns across different channels. Fragmented customer experience due to lack of integration between customer data and marketing technology. Difficulty in aligning marketing initiatives with broader business goals. Do those sound like solid pain points? Do we want to dig deeper?
08:29
John Wall
That’s the classic marketing challenges. Yeah, you’re doing the campaigns and you can’t prove what’s working. You’re not aligned with the sales team. All that stuff is. Yeah, right on the bullseye.
08:42
Katie Robbert
This is a great summary. Our next step is to review the available data. I am now going to upload the data that the client has provided. All right, so, John, do you want to talk a little bit about some of the storytelling techniques that we’re going to be digging into as I painfully upload these one by one, finish the load?
09:11
John Wall
Yeah, sure. We can talk about that. As I had mentioned that there’s, you know, 60 points that are covered that, you know, if you’re crafting a full on story, you want to hit all of those points. But as a getting started point, there’s really just eight main categories that you need to hit and get going. And so as we go through those cards, the first one is the audience. The most important thing is exactly on the mark with ICP of who needs this message? What do they need to know today, what do they need to know tomorrow? What are their biases, what are their strengths, and what are their limitations? With these questions, you basically create the person that you’re going to convince with the story.
09:49
John Wall
The idea is that as a business writing a story, you’re doing this to convince somebody to end up somewhere else, to take a journey and get to another point. So this one is solid. As far as ICP, we know who needs the message. We’re able to dig in and get a profile of who they are, what they’re doing, what their job is, and then it is really interesting to get into that. What do they need? What do they know today, and what do they need to know tomorrow? That’s really the pain points come to light right there. You’ve got the situation of what they see for today, where they’re at, and you want to get to where they’re going and help them get in a better position for tomorrow. For biases, that one is. That’s a challenge.
10:32
John Wall
And this I’d be interested, as we run ICP more, to kind of find out more about the biases of the audience, because that one’s a kind of a black box, but it definitely flavors the way you create your story. You know, you have to work around their biases or play into them as you go. What are their strengths? That’s basic profile, right? We kind of know what they can do or can’t do, and then what are their limitations? That’s right up there with biases. When you get to the core of where their limitations are, you’re defining where the pain points are and the places they can’t go. And that’s usually a great place for you to jump in and play the hero and get them to where you want to be. So, at least with audience, we’re strong.
11:16
John Wall
We’ve got that one pretty much covered, so we’re good. And then the second, as far as roles, is the protagonist. Right. We want to find out who this person is. You really want to. And every storytelling framework gets into this, right. You want to get in there and outline who the hero is, where they’re going. The biggest mistake with this one, and Ron dives into this heavy. But the biggest mistake people make here is that, as business people writing stories, they come up with the idea that their product is the hero, and that’s. That is not the case. That’s completely wrong. In fact, he basically says, look, if you said that, you need to go back to the drawing board and. And do your work again, because in most situations, when you come up with a hero story, the product is usually a tool.
12:00
John Wall
A good example is always, in today’s Marvel superhero world, the hero is Thor. Your product is the hammer. You know, the hero is there and is the customer and is the one having the adventure. But your product is what unlocks new doors for them or gives them powers that they don’t have or, you know, gets them somewhere. So, again, this one is a dead match with ICP. We get an accurate view of who these people are and what tools they need, because that’s where your product will jump in as we jump down next. So the second part of the story, as you’re crafting it, is the events, what is actually happening in the story? Where are you trying to go to? And the first one event is initial impulse.
12:42
John Wall
There has to be something that kicks your story off as far as, okay, the protagonist is doing something and life is going okay, or average or whatever, but now something happens that upsets the status quo. So what is that and where do we go? That is a dead match for what were talking about as far as pain points, right. You’ve got the. Basically, the protagonist hits these pain points and now either has to come up with answer or do something to save their job because it’s, you know, causing trouble with where they’re trying to go or making them unable to prove where they want to go. And so, yeah, we’ve got that initial spark as far as the pain points. So, yeah, that’s basically three for three so far. I see you’ve got.
13:23
John Wall
Have you reached the point where you want to get as far as getting the pain points on ICP aligned?
13:28
Katie Robbert
Yeah, absolutely. And thank you for that overview, John. I mean, I think that’s incredibly helpful. The thing that really sticks out to me is that we make the assumption that our product is the hero. And that’s where I think a lot of us get into trouble. And this is why I think a tool like the ICP is so great, is it takes us out of the conversation and really refocuses it back on the needs of the customer. It’s not what we want them to have. It’s what they actually need. And so what I’ve done is I’ve uploaded a variety of. Because we’re using the trust insights ICP, I’ve uploaded a variety of our data sources.
14:05
Katie Robbert
So it’s screenshots from our marketing automation system and screenshots from our Google Analytics system to give a sense of what we’re doing from a marketing standpoint, since the pain points were around all of the different marketing campaigns showing Roi, getting alignment between the different systems, I started with saying, I have a bunch of data points. Please don’t start analyzing until I let you know that I’m ready. So as I went through, I’m like, here’s the next one. I have a few more here. Here’s the next one. I have a few more. And then I was like, okay, here’s the next one. I have three more here’s the next one. Two more. Okay, this is the last one. Now let’s go ahead. And so one of the.
14:42
Katie Robbert
One of the reasons I kind of like the one by one is that it gives me that instantaneous feedback that, yes, the system can read the data. And so, as I was going through, and I know this is a little harder to see, it was saying, this is what I see. These are the things. And so that was a good indicator for me, like, okay, this is good data to be giving the system, you know, this is where John, so you mentioned that you have, you’ve worked with Ron Plou, if you really like his structure. And so now I know you have the playing cards with all the different questions on them.
15:12
John Wall
Yeah, yeah, we can jump into those. Now, one of the other critical points is ending, right. You have to have the ending of the story mapped out from the very beginning. You don’t just kind of start hacking away and see where it goes. The idea is you want to go somewhere specific, and then you can actually test different routes to that finish line to see what, you know, where you come up with the best story. A good question point to start with this, is that ending in mind for us? So, something as far as saying, okay, what is the best way for us to convince the ICP that we can resolve these pain points?
15:48
Katie Robbert
Let’s see what happens, because I feel like now we’ve given the model all of the data, we’ve primed it knows that we’re doing data storytelling. So now this is where you can really start iterating and interacting with the model and asking these questions. And so what it’s saying is the best way to convince the ICP that trust insights, resolve pain points is but to present a compelling narrative that combines the following. Empathy and understanding. Data driven proof points. Thought leadership and expertise. Tailored solutions. Clear value proposition, collaborative approach. Call to action. Is that the kind of answer that you were looking for, John?
16:26
John Wall
Yeah, it’s interesting that it’s given us a list of which points to go down as we hit. And it’s funny, it’s really struck me that the first one was actually empathy in framing the story. It’s getting our message, acknowledging their specific challenges, and that we generally understand the struggles. That’s interesting to me as far as setting it up and beginning at that point. And then, yeah, as far as the finish line, I think what tailored solutions is at number four, how far down does it go? Is there anything else that’s even.
16:59
Katie Robbert
It goes down to seven. So call to action. Collaborative approach, clear value proposition, tailored solutions. They’re all, you know, they all relate to each other. I like that it suggests empathy and understanding first, because I know I’ve been on the receiving end of someone saying, here’s all the things you screwed up and here’s how you need to fix them. And while you might be fully aware that these things are broken or not working as well, hearing it does not make you feel great about it. And so when someone’s presenting it to you in that way, you’re like, well, now you’re just insulting me, and I don’t want to work with you versus someone who’s like, you know, I noticed.
17:39
Katie Robbert
And when that happened to me, and sort of sharing that, those relatable stories, sort of, it helps you make those human connections a little bit deeper so that you can then have that. All right, well, so here’s what I’m seeing. It’s all in the delivery.
17:54
John Wall
Yeah. And I think the key to that is the tailored solutions. Right. I mean, because that is the ending point for working with trust insight. So that gives us the place to start with as far as. Okay, so most of our customers go with this consultative approach where we manage some of the analytics for them, we take care of some of the integrations and build out this system so that the endpoint is they have somebody who’s got their back, is making sure those analytical systems are working. They’ve got the monthly or quarterly reports that they need, and they have us on call for anytime, anything. Lights on fire. Right. Like, those are the big three points of the engagement, and that’s great.
18:30
John Wall
So then starting from there as the end point, when we go back up to the empathy and understanding, we hit all those points as far as, like, hey, do you get crucified every quarter when the, you know, the board comes around? Or, hey, are you not able to get the budget you need for marketing programs because you’re unable to prove what the existing programs are doing and what kind of success you’ve had? So, yeah, the story, the kind of the bones of the story are definitely all filled out now in that we’ve got where you want to end to go with that tailored solution. And we can start off with, yeah, the empathy of painting that story of. Okay, so here’s the pain points that ultimately lead to that. So that. Yeah, that’s great.
19:07
John Wall
It’s a good way to make sure that it is all in alignment. And now you can kind of figure out, okay, how deep can we go with that story? How crazy can it get.
19:16
Katie Robbert
All right, so what’s the next question based on the framework?
19:20
John Wall
Yeah. So now we start to get into the influence section. So jeopardy is one of the cards, right? Every good story has the hero kind of come into some kind of crisis or problem. So what is the biggest risk for our ICP in trying to get to this solution and trying to get to the clear value proposition?
19:43
Katie Robbert
So what I’m writing, and let me know if this is incorrect or not. I said, what is the biggest risk for our ICP when trying to get to their solution? Is there a clear value proposition?
19:52
John Wall
Yeah, yeah, let’s throw that. I mean, because really it’s just like, what is the biggest risk? That’s all that really matters. So we’ll see what it comes back with.
19:59
Katie Robbert
Okay. So it says that the biggest risk for the ICP when trying to get to their solutions lies in potential for wasted resources and missed opportunities due to the complexity and fragmentation of their data landscape. So the challenges they face, such as difficulty in aggregating utilizing large data sets, inability to measure marketing ROI accurately, and fragmented customer experiences can lead to ineffective marketing campaigns, suboptimal customer experiences, missed growth opportunities, and operational inefficiencies. And so, you know, these are all the things that basically, as you’re telling the story, you can say, you know, you can sort of lean into that. If you don’t fix these things, this is what’s going to happen. And it really start to paint that picture of this is why you need to be paying attention.
20:47
Katie Robbert
And when people start to hear like the doom and gloom or really when you break it down into you’re going to waste a lot of money, you’re going to waste people’s times, then you have their attention, especially if you start with the money piece. So that goes into the clear value proposition for trust insights lies in its ability to mitigate these risks and empower clients to overcome their data challenges. Trust insights enables clients to unlock actionable insights from their data, measure the true impact of marketing campaigns, deliver personalized customer experience at scale, and align marketing initiatives with broader business goals. Okay, so that all makes sense to me. So we know what the risks are. So do we want to dig in further to that? What’s the next step?
21:28
John Wall
Yeah, I think we’re good with that. I mean, it’s just good. The thing that really hit me with that is, you know, the complexity and fragmentation of the data landscape. Like, that’s what we run into all the time. It’s, you’ve got, you know, these five different systems and the data is not coming across. And I. Yeah, when you get down to it, you pretty much have to make a decision. You’re like, okay, we’re either going to hire somebody full time whose whole job is going to be able getting this data in line and order, or you go find somebody who has already done it 50 times, and it’s going to take them one 10th of the time because they’ve called, you know, they’ve climbed the learning curve. So, yeah, that. These are great storybones here, too.
22:01
John Wall
This is, you know, we are laying out the jeopardy of somebody who’s, you know, not able to figure out what’s going on, and then we have, you know, them putting their hero to, you know, hero product to work to get them where they want to go and actually get out of jeopardy. So that one’s solid. The next one after that is emotional choice. You know, every protagonist kind of has a bunch of emotions that affect them as they go through. You know, they. They feel like they’re going to fail or they’re at risk of getting killed or coming up short or whatever. So the question with this one would be, you know, what emotions is the ICP going to have to deal with as dealing with these problems and these pain points? And I love this one, too, because. Right.
22:44
John Wall
This goes right back to that first one of empathy. Right. You know, by getting this list here, this allows us to address all those empathy points at the same time.
22:52
Katie Robbert
So what I captured, and to give the large language model a little bit more direction is said, great. We want to really focus in on these risks and how solving the problems can make the ICP the hero. What emotions will the ICP experience while going through these pain points? So let’s see what happens. The ICP, primarily composed of cmos, vps of marketing, and data focused leaders. This is incredibly helpful. Will likely experience a range of negative emotions as they grapple with the pain points outlined. Frustration and overwhelm, anxiety and uncertainty, dissatisfaction and concern, pressure and stress. Isn’t that truck?
23:31
John Wall
Yeah, we have some customers that have all of those. The single customer.
23:36
Katie Robbert
They’re just multifaceted human beings.
23:39
John Wall
Well, you know, it’s. The good news is that, you know, the pain points are all real, that’s for sure. But, yeah, I don’t know. That was. That hits me pretty hard. I was actually not expecting such an ugly list, and yet.
23:51
Katie Robbert
But that. Your very, like, visceral reaction to this tells me that we’re on track, because you’re like, oh, my God, like, you want to get that emotional reaction, because that’s what gets people to pay attention, you know? And so now you’re like, okay, great, where is this going to go? You know? And that’s exactly what we want to do with good storytelling, is really like, draw people in and be like, oh, my God. Yeah, I see myself in this. And so, you know, it concludes by saying, by addressing these pain points and showcasing how trust insights can alleviate these negative emotions, you can position your company as a trusted partner who empowers marketers to become heroes within their own organization.
24:29
Katie Robbert
This is an important point because the large language model, based on the minimal instruction that I’ve given, picked up on exactly what it is that we do for our customers. We are not the heroes of the story. They are the heroes of their own story. We’re just there to support them and give them all of the tools and techniques that they need to go from point a to point b. So now I’m hooked. Now I need to know what’s going to happen. Tell me more of the story.
24:58
John Wall
Yeah, its interesting, too, isnt it? Because each of those kind of have different buttons to push, right? Like pressure and stress. Well, thats usually pressure from above or financial, the anxiety or uncertainty thats unable to get results. And youre waiting on results to come in that you have no control over. And then frustrated and overwhelmed, like, thats usually technical complexity thats youre not able to get to the bottom of. So every one of those have a different set of levers that you can work as far as. Yeah, talking about this customer’s adventure, which can get crazy. The last two are pretty much in the same boat. The first is purpose. And why are we telling this story? And the big thing with that is it’s the combination of both our need and the audience’s action. So it’s our need.
25:44
John Wall
Now, we know we’re talking about clearly outlined services, but the audience action is we stack this up so that is the answer to where they’re going. So that’s fine. And then it’s. I had to laugh. Cause I had not dug into this framework in like, three or four years. And when I got to the last card is meaning, you know, it’s, what is the, where does it go? And he asked a very simple question, which, as you put it right on there is so what. Yeah, which fits right into today’s show. So that closes it up nicely. Obviously, the purpose is obvious, right? Where we’re using this to get somebody where we want to go. But as far as meaning in the. So what? Where else do you, land with that? What else are you thinking about?
26:26
John Wall
Oh, yeah, we can throw it to the model, too. Let’s look.
26:28
Katie Robbert
I’m going to throw it to the model. That’s the whole point. Because the model, theoretically now has all of the same information that we do. It has the data. It knows the customer, it knows the pain points. It knows what they’re trying to do. It knows the emotions. So now we actually have to turn it into a story. So it says, great. Keeping in mind everything we’ve discussed so far, what do we do with all of this information? What is the so what of this narrative? What data story can we tell our ICP that addresses their pain points and makes them the hero of their story? All right, let’s see what happens. You ready?
27:13
John Wall
Pull the lever. Here we go. No whammies.
27:15
Katie Robbert
No whammies. All right, so let’s see the. So what of this narrative is to empower the ICP to become the heroes of their own data driven success stories. The data you provided reveals a landscape where many marketers are grappling with fragmented data, struggling to measure ROI, and facing challenges in delivering personalized customer experiences. That’s a big sentence. The emotional journey for these marketers is one of frustration, anxiety, dissatisfaction, and pressure. I mean, that sounds pretty on the nose. So far. The data story you can tell your ICP is one of transformation and triumph. I don’t know. The visuals are already coming together in my head. It’s going to be, John, I think you’re going to be riding a tiger or something.
28:01
Katie Robbert
It’s about shifting the narrative from one of the struggle, from one of struggle to one of empowerment, from uncertainty to clarity, and from missed opportunities to measurable success. I would say that’s pretty good. So what this does is it gives us the structure. So let’s say we’re putting. We’re going to take this, and putting it together is like a PowerPoint presentation. This is our outline. This is our structure of how we deliver that information. I know. What do you think so far have? Are we accomplishing the data storytelling? Ask, or is it just kind of getting, are we going too far off?
28:35
John Wall
But I think the thing with this is it does, you know, the ugly first draft is done. Like, you can basically take this and like you said, frame your PowerPoint tech and you’ve got it built. You know, you’ve got it ready to go. And the key is that it’s in the language of the ICP. Right. It’s not written in how we think about these products and look at it from the service provider’s perspective. It’s how the customer is living through it and going with it. So, yeah, no, I think this is great. This is the kind of thing, because now you just cut and paste this and you can kind of get down to work with the ugliest, most grunt work part of it done.
29:10
Katie Robbert
So, number one, I think I am going to include some of this information on our website because actually kind of good. And then I’m saying, great. Can you outline this narrative with the assumption that we need to pull to put all of this information into a slide deck? And so ideally it would be like, okay, slide one. This, slide two this, because you can ask for those directions and it should give it to you. And so here we go. Slide one, title, slide two. And it actually gives you the bullet points. Slide three, and so on and so forth. And so now I’ve taken all of our ICPS data. I’ve taken all of their marketing data. I’ve taken, you know, we’ve gone through, John, you’ve gone through the questions of what is the story we’re telling? What are the risks?
29:53
Katie Robbert
And now the language model is outlined, a slide deck for us based on all of this information. So what we would do to your point is we would just copy and paste it in, make sure it makes sense. And like, here you go. These are things that you can do over and over again. And, you know, it’s funny because people are like, oh, I use generative AI. It’s sort of like cheating. All we did, like, it was still our data. We still had to do the legwork. All it did was expedite how you get from I have a lot of data to what’s the story I need to tell my client.
30:23
John Wall
Yeah. And the big thing, though, is it’s correctly trained, right. It was trained on the ICP. It was trained on our marketing campaign data. You’ve got a bunch of stuff that keeps the, keeps it on the rails and makes it effective, because otherwise you’re just kind of turning the crank on whatever’s out there on the Internet, which isn’t the same thing.
30:43
Katie Robbert
So what do you think? I’m tired after the hero’s journey.
30:46
John Wall
Yeah, this is it. No, we’ve reached the finish line. I think we’ve got the story we want to tell, and we would love to hear if people have any other comments on that or want to play more with any of this stuff, because we’ve had a lot of success with clients who take the ICP and, you know, start changing the way they’re doing business. And again, it can take a lot of the pain out of this process. So it’s worth doing.
31:07
Katie Robbert
Yeah. So if you want to learn more about getting your own version of an ICP or some sort of data storytelling narrative like this based on your ICP, you can give us a shout trustinsights AI contact or, and or you can join our free Slack group analytics for marketers. Every day we’re asking questions, we’re helping people, just having general discussion. It’s free to sign up. And so I think for this week, John, I think we have concluded our journey.
31:35
John Wall
Our hero’s journey is complete. Safe to go. Go grab a iced cold beverage.
31:41
Katie Robbert
Sounds good. Till next week, John, you’ve been listening to marketing over coffee.
31:47
John Wall
Christopher Penn blogs@christopherspen.com read more from John J.
31:53
Katie Robbert
Wall at JW 5150 dot the marketing over coffee theme song is called Melo G by funk masters, and you can find it at musicale from Mevio. Or follow the link in our show notes.
