Think about having the ability to create a model technique that rivals these of business giants, no matter your corporation dimension or funds.
In the present day, we’re diving into the world of AI-powered branding, the place cutting-edge expertise is leveling the taking part in subject and enabling companies of all sizes to craft compelling, professional-level model messaging. Whether or not you’re a solo entrepreneur, a small enterprise proprietor, or a part of a advertising and marketing crew, this episode will reveal how one can harness AI to raise your model, join extra deeply along with your viewers, and compete successfully in in the present day’s crowded market.
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Becoming a member of us to unpack this game-changing method is Ruheene Jaura, a real innovator on the intersection of creativity and expertise. With 16 years of expertise in visible results for giants like Cirque du Soleil and Marvel, Ruheene has seamlessly transitioned into AI-powered advertising and marketing. Because the founding father of heyLevi.ai, she’s revolutionizing model technique improvement. Licensed in digital advertising and marketing and rising applied sciences, Ruheene brings a novel mix of inventive imaginative and prescient and technical experience to assist companies rework their branding via AI.
AI in Advertising: Unpacked host Mike Allton requested Ruheene Jaura about:
✨ AI Democratizes Branding: AI instruments are leveling the taking part in subject, permitting companies of all sizes to entry professional-level branding methods.
✨ Effectivity Meets Creativity: AI streamlines the branding course of, liberating up time for human creativity to give attention to strategic decision-making.
✨ Adaptability is Key: As AI continues to evolve, companies should keep adaptable and leverage these instruments to stay aggressive of their branding efforts.
Study extra about Ruheene Jaura
Assets & Manufacturers talked about on this episode
Full Transcript
(evenly edited)
Redefining Model Technique: AI Instruments for Companies of All Sizes with Ruheene Jaura
[00:00:00] Ruheene Jaura: I truly suppose that AI is right here to not substitute human creativity. I actually suppose it’s right here to assist us be higher and be extra inventive as a result of once you’re arising with something inventive, proper, whether or not you’re writing content material for your corporation otherwise you’re attempting to jot down a enterprise proposal, no matter it’s that you just’re doing, there’s a, there’s a, it’s a combination, proper?
It’s a mixture of analysis and understanding greatest practices, understanding your corporation’s positioning, what makes you particular, and there’s the inventive a part of it. Which is the way you write all of that, the way you convey and talk all of that. However once you deal with it in a manner the place it does 60 to 80 % of the be just right for you, and then you definately are available along with your creativity, your particular sauce, if you’ll, and add that to no matter AI is supplying you with, that’s actually the half that, that makes the magic.
[00:00:46] Mike Allton: Welcome to AI in Advertising: Unpacked, the place we simplify AI for impactful advertising and marketing. I’m your host, Mike Allton right here to information you thru the world of synthetic intelligence and its transformative affect on advertising and marketing methods. Every episode, we’ll break down AI ideas into manageable insights and discover sensible functions that may supercharge your advertising and marketing efforts.
Whether or not you’re an skilled marketer simply beginning to discover the potential of AI, this podcast will equip you with the data and instruments you could succeed. So tune in and let’s unlock the ability of AI collectively.
Greetings program. Welcome again to AI in Advertising: Unpacked the place I selfishly use the time to select the brains of specialists, maintaining with and integrating or layering synthetic intelligence into social media, content material, promoting, search, and different areas, extra advertising and marketing, and also you get to study to subscribe to be proven put together your self and your model for this AI revolution and are available on forward now, think about.
Having the ability to create a model technique that rivals these of business giants, no matter your corporation dimension or funds in the present day, we’re diving into the world of AI powered branding. We’re innovative expertise is leveling the taking part in subject and enabling companies of all sizes to craft compelling, progressive, and progressive.
Skilled degree model messaging, whether or not you’re a photo voltaic entrepreneur, small enterprise proprietor, or a part of a advertising and marketing crew, this episode will reveal how one can harness AI to raise your model, join extra deeply along with your viewers and compete successfully in in the present day’s crowded market.
Becoming a member of us to unpack this recreation altering method is Ruheene Jaura a real innovator on the intersection of creativity and expertise. With 16 years of expertise in visible results for giants like Cirque Soleil and Marvel, Ruheene has seamlessly transitioned into AI powered advertising and marketing. Because the founding father of heyLevi.ai, she’s revolutionizing model technique improvement. Licensed in digital advertising and marketing and rising applied sciences. Ruheene brings a novel mix of inventive imaginative and prescient and technical experience to assist companies rework their branding via AI.
Hey, Ruheene, welcome to the present.
[00:02:48] Ruheene Jaura: Hey, Mike. Thanks a lot for having me. I’m actually excited to be right here.
[00:02:51] Mike Allton: So glad to have you ever. Let’s begin in the event you might by simply type of strolling us via your journey from visible results, which is tremendous cool, by the way in which, to AI powered advertising and marketing.
How did that distinctive background affect your method to branding?
[00:03:05] Ruheene Jaura: You recognize, it’s all about storytelling. I feel everyone knows that whether or not we’re entrepreneurs or not, all of us have a private story. And once we turn out to be enterprise house owners and begin advertising and marketing what our gives. It’s actually all about now our buyer’s story and the way our services and products slot in with their story So it’s actually on the finish of the day all about storytelling And in the event you’re not telling a narrative along with your services and products Then you definitely’re lacking out on an enormous market as a result of that’s actually what individuals wish to see is a narrative they usually wish to see themselves in that story.
So truly even earlier than visible results and Marvel I used to be, I used to be doing structure. So I went to undergrad for structure and it actually, the entire storytelling factor, consider it or not, began with structure as a result of I spotted that once you’re designing issues areas, bodily areas for individuals. It’s all in regards to the tales which might be going to be lived and skilled in these areas. And so my mind simply mechanically began pondering when it comes to tales proper from my structure days. After which after I went into visible results and I began working with with, , corporations like Marvel Avengers and all the larger greater productions.
I actually began to see that come to life. I imply, though, , we went from bodily areas to now Marvel films, that are two completely various things. The one fixed that that stayed the identical is the truth that individuals can see themselves in that story. So when any person likes an architectural area or a house, for instance, once you’re trying to purchase a house, it’s actually once you’re strolling via the house, you concentrate on the way you’re going to create tales in every area in every a part of the house.
And that’s what involves life in your mind. And also you determine whether or not you wish to reside there or not, whether or not you wish to purchase the house or not. And once more, once you’re watching a film, you you ask your self whether or not it’s a superhero film or a documentary. It’s actually about, do you see one thing about your self in that story that makes you wish to watch it via the top or not?
So I don’t know if that answered the query or, or if you wish to, yeah.
[00:05:09] Mike Allton: Properly, yeah. So, so, so take it additional than that. So the following step is you began to delve into AI. Yeah. I used delve in individual on goal, however inform me how you bought into AI.
[00:05:20] Ruheene Jaura: So after engaged on visible results I actually began to get in that’s after I began entering into advertising and marketing as a result of whereas I used to be doing visible results and in between tasks I began engaged on You recognize, advertising and marketing spots for corporations like Apple, Motorola, Radio Shack again within the day Amazon. So I used to be on a variety of their product launches as a part of the advertising and marketing crew.
And that’s how I received into advertising and marketing. And once more, the storytelling half is simply stayed via these, these years. However AI, , when, I’ve all the time used AI instruments. I’m all the time searching for instruments, whether or not they’re AI or not, to assist make my work simpler, assist me be extra environment friendly. And so when OpenAI got here up with their API and made AI so accessible to everybody, I made a decision at that time to take the entire frameworks and the learnings that I had via my 16 years of labor expertise in movie and in advertising and marketing and actually mix these into a simple to make use of instrument utilizing AI that might assist put that 16 years of expertise into enterprise house owners and entrepreneurs arms that perhaps don’t have that type of expertise and are searching for a little bit little bit of assist.
[00:06:30] Mike Allton: Love that. I imply, because the Chief Storyteller at Agorapulse, most of you listening, know that’s, that’s the place I name house for my full time job. I actually simply spent the afternoon in the present day earlier than becoming a member of you, Ruheene, on this recording, crafting our Agorapulse model story and our storytelling tips, as a result of there’s so many individuals within the group which might be a part of the storytelling means of our model.
It’s not simply entrepreneurs, it’s gross sales crew members, it’s not simply. buyer assist crew members, it’s engineers as a result of to your level, proper? They’re crafting a product that our buyer tales are going to be instructed inside that product. And so I used to be spending a variety of time pondering via what ought to our story tips be a storytelling tips and what makes for a superb story.
And all through that total course of, hand in hand, AI to assist me flip that right into a narrative and method that the remainder of our crew might use. However I wish to focus for a second on among the small companies that you just’ve been working with from that advertising and marketing perspective, from that model perspective, what do you see among the greatest challenges are that they’re dealing with, notably in relation to constructing and growing their very own model technique?
[00:07:40] Ruheene Jaura: I feel the largest downside is that almost all entrepreneurs newer entrepreneurs and small enterprise house owners who’re attempting to market themselves due to a low funds they’re actually, they’re struggling to grasp develop their enterprise from only a enterprise right into a model. And so a variety of people will suppose after they consider branding, they consider colours and fonts and, , all of the issues that make their, their pages, their internet pages and their social media posts fairly.
However I feel there are only a few individuals who truly perceive {that a} model is a lot greater than that. Sure, the colours and the fonts feed into it, but it surely’s actually the, Why they feed into it, proper? So the rationale these colours and fonts are necessary are due to the emotion and the expertise that you just’re invoking in your viewers.
And so what’s it that they’re feeling after they come throughout your model? And so whether or not you, , whether or not it’s intentional or not, whether or not you’ve constructed a model deliberately or not, you have got a model, proper? And when it’s not intentional and all you’re specializing in are the gorgeous stuff, the colours and the fonts you is perhaps lacking the general expertise that your viewers is having along with your model. So it’s actually about once more again to storytelling, proper? So what’s their story and the way do you slot in with that story? so I all the time say that it’s the model narrative is absolutely your buyer’s narrative And the way you slot in because the knowledgeable in that story and that’s the way you place your self.
So I all the time discuss how branding goes hand in hand with positioning. It’s the way you’re positioning your self out there and the way you’re becoming in along with your prospects narrative.
[00:09:14] Mike Allton: I’m so glad you introduced up the Why, as a result of that’s so vital. That’s why I used to be speaking a couple of second in the past, how I spent your complete afternoon growing the Agorapulse model story, as a result of that’s our Why.
Why will we do what we do and why will we do how we do it? In different phrases, , we’re doing issues a sure manner. Why are we doing it that manner? Proper. We’re serving to our prospects with social media. Yeah. Lets say why we’re doing that, however the way in which that we assist prospects with their social media administration is completely different from different individuals.
And there’s a purpose for that. There’s a why behind that. And we wished to make it possible for that was articulated in a manner that everyone within the group would know, after which be capable of infuse into all the pieces that they’re doing. So once you’re speaking to prospects, small companies, medium sized companies, whomever, they usually’re attempting to determine.
You recognize, their model technique, their model story. How do you see AI expertise coming in to assist them with these sorts of challenges and type of nearly democratizing that entry to skilled degree branding?
[00:10:17] Ruheene Jaura: Yeah. So this once more goes again to my days engaged on the product launches that I discussed earlier particularly Apple and Amazon.
And I like telling the story However, , there’s a lot to be realized from the way in which Apple positions itself and its merchandise and the way in which Amazon does it. And we each know they’re each superb corporations. They’ve each executed so effectively for themselves, however everyone knows that Apple has constructed this like loopy fan following, proper?
And it’s all as a result of they’re all about model led advertising and marketing. We’ve all heard of product led advertising and marketing, however I don’t suppose sufficient people are speaking about model led advertising and marketing. So the way in which Apple has been in a position to create this model. Now, Amazon has a model they usually have a really robust model for positive. However in the event you take a look at Amazon’s launches, every of their product launches have been very product led and there’s a variety of power in that, however actually, it comes right down to model loyalty. Proper? And the rationale I say that’s as a result of somebody like Apple, everyone knows that they’ve launched merchandise over time. A few of them have been superb. And a few of them have been Proper.
Like I’m an Apple fan, so don’t, don’t come at me for saying that, however I exploit a variety of Apple merchandise. However let’s be trustworthy. Like in the event you examine what Apple has launched over time, particularly after Steve Jobs was gone what they’ve launched over time has been. Fairly crappy in comparison with among the Android stuff that’s been popping out in parallel, proper?
The Android merchandise and the Samsung merchandise that come out, in the event you’re actually speaking about expertise and futuristic, options, the Samsung merchandise even have higher options and extra consumer pleasant options than Apple has, has had over the previous few years, however the purpose why individuals who use Apple, together with me, is not going to transfer away to a different product that could be higher or superior is as a result of we have now model loyalty.
And in order that comes with a variety of forgiveness when there are product launches that perhaps aren’t so nice. Alternatively, when Amazon launches merchandise, it’s on a product foundation, proper? In the event that they launch a product that sucks, no person’s going to purchase it. In contrast to Apple, after they launch a product that sucks, their fanboys are nonetheless going to purchase it.
Fanboys and fangirls. And all of it comes down to actually understanding the way you’re advertising and marketing your self. Should you’re advertising and marketing simply your services and products, once more, you’re on the danger of, sure, if in case you have a robust services or products, that’s going to be nice. It’s going to work out nice so long as you’re doing the correct factor product led advertising and marketing method, however on the core of it, you actually wish to take into consideration construct a robust model, as a result of in the event you launch a number of gives or services or products over time simply know that in the event you’ve constructed a robust model on the core of it you have got a variety of forgiveness and people launches after they don’t go so effectively.
So all that being mentioned, now we’re speaking about Apple and Amazon and never all of us have the sorts of budgets that they’ve, proper. To construct that robust model. And so. That’s the place AI is available in, as a result of once you feed the correct context and frameworks into AI, now AI is aware of model, type of mimic a few of these extra widespread manufacturers, like Apple, Nike, Lululemon, in the event you’ve heard of that.
So these sorts of manufacturers, even after they don’t have the most effective product, Nike has all the time had a superb product, I feel. However like Lululemon, in the event you’re, in the event you’re conversant in that, that’s like a clothes model, proper? Their high quality sucks. However Right here I’m sitting in all lululemon as a result of that’s what I once more, it’s a model factor.
And, and I pay high greenback for it, however once more, it’s the entire model. And I’m positive we have now viewers proper now. And my husband is considered one of them. Who’s all the time like, why do you pay a lot cash for a model? That’s silly. Purchase a greater high quality product. That’s truly going to final you longer. And, and yeah so as to add context to that. He’s an Android consumer. However you see the place what I’m saying as a enterprise, no matter whether or not you agree with that method or not, you’re setting your self up for fulfillment in the long term. Should you’re coming from a model led method. Now to your query of, , how does A. I assist type of democratize that method?
Beforehand You needed to have an enormous advertising and marketing crew otherwise you needed to spend fairly a bit of cash simply to provide you with a robust model. Now what I imply by a robust model is once more, not simply the colours and the fonts. These are positively a part of it, however actually your model narrative, the way you’re positioning your model out there the way you’re connecting along with your superb prospects. All of that feeds into your model.
And so once you consider it extra holistically like that, and also you ask for AI’s assist in serving to you create that model, after which from there, every bit of content material that you just create. So we have been speaking about social media, however actually it’s whether or not it’s social media or a video script for YouTube or a weblog publish or a gross sales web page, when all the pieces feeds off of that core model, like Apple does, you begin to see that It type of kinds this expertise on your customers that they are going to preserve wanting to come back again to as a result of they know what to anticipate, even when a services or products isn’t the most effective one on the market isn’t the most effective in the marketplace, they nonetheless wish to keep along with your model ecosphere due to that model loyalty.
[00:15:11] Mike Allton: Okay. To start with, you’ve simply given us a masterclass on, on advertising and marketing technique. Of us return and re hearken to this previous phase a pair extra instances and actually take into consideration what Ruheene simply mentioned, as a result of all the pieces you mentioned is completely appropriate. And I’ll ask you listeners, indulge me for a second, take into consideration Apple and provide you with some adjectives that describe Apple as a model in your thoughts, and try this for 30 seconds, after which strive to do this for Amazon.
And I feel you’ll battle. I feel you’ll battle fairly a bit to provide you with any actually attention-grabbing adjectives, , aside from perhaps two day supply. We don’t even know if that’s an adjective, proper? There’s issues that you might affiliate with that model, however not adjectives in regards to the model. And that’s the distinction between model led.
And, and to your level, like I’ve already referenced a few instances, I spent hours this afternoon engaged on the Agorapulse model story and storytelling tips. And this was truly simply the end result of in all probability a 3 month venture. I took on the function in, in the summertime of this yr. And that’s been one of many issues I wanted to do as a result of we didn’t have an recognized or documented model story.
We had, to your level, model voice tips. Coloration emblem, some bit about how we talk, proper? However nothing actually in depth documented. And so I needed to undergo a whole means of defining, , what’s a model story? What frameworks are we going to make use of? Trigger there’s a variety of choices, , to provide you with, , there’s, there’s story model, there’s Tamsin Webster’s crimson thread, which is in the end what we ended up utilizing.
And there’s fairly a number of others. That was one thing that actually I used to be paid full time. As an train to suppose via that based mostly on my decade plus of promoting expertise. And to your level, now AI comes alongside and simplifies this and it might not essentially be, , McKinsey and firm degree consulting high quality, but it surely’s nice.
It’s actually, actually good. No matter AI goes to provide you with and the extra you’re in a position to put into it, the extra you’re going to have the ability to get out. And I’d wish to type of go on a little bit tangent right here for a second, as a result of I do know a variety of what we’re speaking about is what your instrument does for people. And I’d love so that you can share a little bit bit extra about what heyLevi does and the way that works for manufacturers.
[00:17:29] Ruheene Jaura: Yeah. SheyLevivi truly does a variety of what we have been speaking about. And simply earlier than I overlook, Mike, one factor that you just simply touched upon is the model voice, proper? And even that’s extra than simply fonts and colours. It’s actually in regards to the tone of voice, like your writing model, your model, the power you have got in your writing and in your content material that additionally must say cohesive. That’s additionally part of your model. And so a variety of that’s what heyLevi does, proper? It acknowledges and it tries to grasp your distinctive model voice and your model narrative, your buyer avatars each on a model degree after which on a product and repair degree, proper?
That are extra dialed in. And Yeah. Understands that not simply when it comes to like once you when you concentrate on buyer avatars, proper? Like inform me, truly, Mike, I’m going to place this query on you. What do you concentrate on once you consider buyer avatars? Like what do you anticipate to see on a buyer avatar card?
[00:18:18] Mike Allton: I’m searching for titles. I’m searching for demographics for my graphics. I’m searching for an understanding of who inside a selected group and what that group seems like. The model, whether or not it’s my very own or any person I’m working with. They’re attempting to focus on, proper? So what verticals, , how large an organization, what sort of firm and who inside that firm, after which past that, that firmographic info, comparable to, , what do they need, what are they searching for, what are they attempting to perform, the place are they struggling, , what challenges are they dealing with that the model might or might not have enter in an answer for
[00:18:53] Ruheene Jaura: Nice.
So to summarize that, would you say that you just’re actually excited about demographics and ache factors, however what about resolution making drivers? What about their inside beliefs, their inside philosophical beliefs and their inside, like, tales that they’re telling themselves, their inside dialogue that they’re speaking about inside their heads.
How are we tapping into that?
[00:19:18] Mike Allton: Yeah, and that’s the type of factor that I’d say is usually lacking from, , if a enterprise has a persona or an ICP in any respect. They in all probability don’t have that.
[00:19:28] Ruheene Jaura: Precisely. Yeah. And in order that’s the hole that we work on, on filling. So we make it easier to go like actually, actually deep into your buyer avatars, proper?
So not simply demographics and ache factors. These are nice. And people are essential. Don’t get me fallacious. Completely essential. However except you’re additionally understanding who they’re on a deeper degree, what their philosophical beliefs are, what their social needs and wishes are how they suppose emotionally, we’re all emotional beings.
And I feel we’ve all heard this, proper? We’re all emotional beings. And , once you promote, you wish to promote to the emotional a part of a human being, however that’s the place your complete demographics and ache factors fall brief since you’re not truly addressing their emotional wants. So once you begin to think about your buyer avatars as like holistic human beings which have flaws similar to we do, which have emotional wants that often trump our logical and desires and wishes, what we expect we wish is often not what we wish.
After we go right into a retailer to purchase one thing, why is it that 9 instances out of 10, we often purchase one thing else? We don’t purchase what we walked in there for, proper? Whether or not we truly purchase the factor that we walked in for, However a special model that we had in thoughts or a completely completely different factor. Or that factor plus 5 different issues.
Like there’s a purpose why we try this, proper? We inform ourselves we’re solely going to spend this a lot. This isn’t my funds in the present day. After which we go and persuade ourselves that no, that is actually going to alter my life for me. And so I’m additionally going to buy this. So all of that comes right down to if you’re, , in the event you’ve ever discovered your self attempting to supply a reduction as a way to shut a sale.
And I’m not speaking about seasonal reductions, proper? These are nice. However I’m speaking about in the event you’ve ever been on a gross sales name and any person has been like, Oh, however I can do, I can get the identical factor elsewhere for like 100 {dollars}. a cheaper price and you are feeling such as you really feel the necessity to worth match as a way to shut that sale.
That simply implies that you haven’t actually understood their needs and wishes on that emotional foundation, proper? As a result of all of us are prepared to pay extra money, though we don’t wish to admit it. All of us are prepared to pay extra money for one thing that we emotionally consider will give us extra satisfaction than we’ll spend on one thing that we all know is a necessity.
And that’s going to resolve a ache level for us, if that is smart.
[00:21:42] Mike Allton: It makes full sense as a result of it’s 100% true. I don’t know if these of you listening know sufficient about my historical past. I used to promote swimming swimming pools and scorching tubs, and this was a very long time in the past. That is about 10 years in the past, however I used to promote swimming swimming pools in Northern Ohio.
And the factor is, individuals wouldn’t are available to, our warehouse to purchase a pool, they weren’t really within the width of the pool wall or how excessive it was or what number of horsepower went into the filtration system. They have been shopping for a yard expertise, and if it was a household, proper, they have been additionally shopping for issues like security for his or her Kids, .
You recognize, with the ability to have experiences at house, reasonably than having to waste time, taking them to other forms of swimming pools, proper? There have been all these values that went into the play. And the second I understood that and was in a position to replicate that and talk that in my verbal, , gross sales that was the second I grew to become the primary salesperson in your complete group, proper?
As a result of then I’m speaking to those prospects about what they actually wish to accomplish and never losing time speaking about trivia, like, , That don’t actually matter, proper? It’s, it’s, it’s options versus advantages in a variety of methods. In order that’s superb. And let me make it possible for myself and all people listening understands accurately.
So with heyLevi, there’s, I’m assuming some type of a course of the place I feed it details about my enterprise and that it helps me to develop this actually thorough goal persona. Is that proper?
[00:23:15] Ruheene Jaura: Sure. And so that you begin, the entire app is once more, centered round your distinctive model. So that you inform it 4 items of knowledge that are, what do you do on your viewers?
What do you stand in opposition to? So actually like what, , you all the time wish to juxtapose, haven’t used that phrase in like years. I really feel like, uh, you wish to actually examine what you do versus what you stand in opposition to. What are you actually good at versus what your opponents are doing, proper? And so it’s actually understanding that.
What do you do? What do you stand in opposition to? What do you try this no person else is doing? And what’s that core factor that individuals that, that you just try this they’re not going to get wherever else. So as soon as you possibly can reply these questions clearly, I imply, that’s the half that we’re counting on you to truly find out about your corporation and most of us do.
Proper. It’s, it’s placing these into phrases and truly pulling that into all of our content material that we locate. However so long as you may give the AI these items of knowledge, it’ll create a whole model narrative for you. So it’ll determine who your model buyer avatar is. Once more, this isn’t as dialed in as your product degree, as a result of we’re not at a gross sales degree but, proper?
So your merchandise and gives, consider these as issues that you just’re going to promote. So your model shouldn’t be one thing you’re promoting. That’s the expertise that we’re constructing, proper? That’s the core of who we’re. So at that degree, your buyer avatar is that this broader buyer avatar. We’re nonetheless speaking about there, we’re not speaking about resolution making drivers as a result of we’re not attempting to get them to buy something simply but. However we try to grasp them when it comes to social, emotional, and philosophical beings, even on the model degree. So what it does for you is it helps you determine that it helps you determine what their story is Together with ache factors, however actually what their general story is and the way you as a model would place your self in that story. The place do you are available because the knowledgeable?
And the way you’re going to make them success or that final aim that they’re searching for. Now everyone knows a superb story all the time comes with the worry of what might occur if issues don’t go as deliberate. So that each one, that’s additionally one thing you all the time wish to embrace in your model narrative. You recognize, if, in the event you work with us, for instance, that is the journey that may lead you thru, however in the event you don’t take motion in the present day, that is what might be in danger.
So it helps you dial in all of that and your, your colours and your fonts and all of that as effectively. So it helps you construct all of that. That then will get saved as your model messaging playbook in your heyLevi account. So that you all the time have that to reference everytime you’re creating any, any piece of content material from there.
With regards to gross sales, now you’d create a extra detailed product degree. Which once more applies as to if you’re promoting a services or products. It’s actually your supply. We’re simply utilizing product a little bit loosely. But it surely’s actually any supply that you just supply. It’s about what makes you completely different, the way you examine along with your opponents, how your prospects are perceiving that worth distinction between what you supply them versus your opponents.
And in the event you’re listening carefully to this, you is perhaps Begin to see how this could additionally assist your gross sales calls or gross sales conversations. As a result of once you’re attempting to have that gross sales dialog, once you’re on a gross sales name and any person says, effectively, so and so is giving me the identical factor for like half the worth.
One factor to notice is that they’re there with you for a purpose. So simply because they’re saying that’s not a clue so that you can decrease your worth or worth match. However so long as you’re clear about what that in comparison with gives and the way you’re That’s the time once you wish to current that info. And once you try this, you’re serving to that buyer see themselves in your story and vice versa, proper?
That you just’re additionally serving to them see how you’d match into their story. After which worth doesn’t matter.
[00:26:54] Mike Allton: I find it irresistible. And , I like that you just’re working in, , NLP triggers like, effectively, what occurs in the event you don’t? That’s unbelievable people. We’re speaking with Ruheene about constructing terrific model technique and documentation and placing that into place utilizing AI.
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So simply to attract a distinction between what you guys simply heard. Magai, the instrument that I’m utilizing on a regular basis and heyLevi, with Magai, you’re, you’re a wrapper for the opposite massive language fashions. It’s a clean canvas on which you’ll be able to discuss forwards and backwards with them.
And that kind of factor, as a way to create a advertising and marketing technique or a model technique or model story, you’d need to know what you’re doing. You continue to have to have the ability to ask the correct questions and consider the responses and work with it forwards and backwards. So I used Magai and Claude to develop, , a variety of Agorapulse’s documentation for his or her storytelling tips and so forth.
However I knew what I used to be doing. I used to be conscious of Tamsen Webster’s crimson thread framework sufficient to Speak to the AI about that and say, Hey, look, I’d like to match story model with the crimson thread and see what are the variations between these two frameworks. I do know I wish to use a hero’s journey method with most of our storytelling, however I wish to take a look at another choices, proper?
All that info was already baked into my head with hey Levi, you don’t must know all of that info to your level the place you’re simply going to reply these 4 questions. And which will require a variety of thought. You may must go to another crew members and give it some thought, which is, which is sweet.
You need to put time and thought into these sorts of approaches and ensuring you’ve received the correct info up entrance about who you’re, who you’re concentrating on, that kind of factor. However on the finish, you get this unbelievable playbook or collection of playbooks that you just’re in a position to make use of. In order that’s one of many variations between an AI assisted method and type of a extra conventional method.
What are among the variations that you just consider in relation to branding and it comes to love time, value and effectiveness with its AI versus conventional?
[00:30:12] Ruheene Jaura: I actually like what you simply mentioned about , having to know what frameworks you wish to use on your use case versus not figuring out. And I feel this ties into each, , smaller enterprise house owners who don’t actually know a lot about advertising and marketing or newer entrepreneurs, but in addition the extra skilled entrepreneurs as a result of as entrepreneurs, and I’ve been doing this once more for over 16 years at this level, however I’m You recognize, I we have now over 60 frameworks.
I feel 70 frameworks at this level constructed into the app. Over 150 prompts constructed into the app, however that’s to not say that that’s an exhaustive listing, proper? These frameworks are evolving continually. They’re rising. They’re morphing into completely different frameworks. It’s actually maintaining with what’s working in the present day as a result of what labored two years in the past, 5 years in the past will not be working in the present day, or it is perhaps.
And it’s actually being conscious of what’s working versus not working. And in order that’s among the heavy lifting that hey Levi takes off of you is it, , you’re not on the road to continually be maintaining with , the newest advertising and marketing technique or the newest immediate method and all of that stuff.
And, , I’m on this, I’m in a number of AI teams on Fb and one thing that I noticed when 4. 0 got here out after which once more, 2 months after it got here out, which was just some weeks in the past, truly They’re continually evolving their fashions, proper? And to get a little bit technical on you right here. They’re continually attempting to avoid wasting individuals cash, proper?
And they also will persistently not simply optimize their fashions, however they’ll attempt to pointed to cheaper variations of their fashions, which Is nice as a result of it’s saving you cash. However the half that sucks is that when you have got a immediate that’s working rather well with one model, it might not translate. And often 9 instances out of 10, truly it received’t translate.
After which, so individuals will come on and be like, Hey, I’ve these prompts that have been working nice in Chat GPT. Has anybody else observed that they’re not working anymore? And so actually what you want is, , you want this digital crew, except you have got a funds to rent an precise human crew to maintain up with not simply advertising and marketing frameworks, however immediate strategies and all of this, proper.
Whenever you’re utilizing AI and, and even if in case you have the funds to rent this large crew, they’re additionally utilizing instruments to maintain themselves simpler and extra environment friendly. So. When it comes to the playbooks that we have been speaking about, , when you construct out your model playbook, after you have your whole product and supply playbooks let’s be trustworthy, I don’t find out about you, however in the event you’ve ever created a playbook I don’t understand how usually you truly use it or take a look at it.
All of us, all of us like create playbooks with the most effective intentions, proper? They’re, they’ve a lot good info, however truly going via it and getting your total crew on board with, , continually that and being conscious of what it has and any updates that you just make to it. That’s the place the problem is available in.
It’s very easy to make a superb playbook. But it surely’s actually onerous to a, preserve these playbooks up to date after which be, have your total crew and even your self. fully conversant in that playbook the place it’s like that, proper? It comes out in all every bit of content material that you just create. And in order that’s additionally the half that heyLevi does for you.
It shops your whole playbooks. It’s simply accessible. You don’t need to undergo an outdated Chat GPT dialog to see the place you gave a context about your buyer avatar to attempt to change it. You possibly can merely simply edit it similar to you’d in a Phrase doc, for instance. And it already has that context transferring ahead.
And at any time when you could create any content material, you simply pull these playbooks in and it mechanically has the entire context with out you having to remind it or tweak it on the spot.
[00:33:31] Mike Allton: That’s a very nice instance with Asolica and this podcast as a, as a solopreneur, proper? That is my facet hustle.
I I’m leaning on these paperwork to assist me. And I’m leaning on these processes to assist me execute sooner and keep on model and message and so forth. However that’s additionally considered one of my fears, , with Agorapulse and different massive corporations that I’d work with, the place we do create all this nice info, whether or not it’s with AI or not, and we fear that it’s going to turn out to be shelfware.
Proper. A doc that’s simply placed on a shelf someplace and perhaps they’ll take a look at it once more in 12 months. Like, Oh, wow. Yeah, we did all that again in 2023. Perhaps we must always do one thing once more with that. And so I like that that’s inbuilt now. And that’s a part of the method as a result of I used to be going to comment earlier as unbelievable as it’s to have these personas and people playbooks developed.
That’s just the start, proper? The subsequent step is you assist your reader. Yeah. Customers use that info in each step of the way in which when it comes to constructing a advertising and marketing technique within the varied items of content material and duplicate that they’re going to need to create. However you talked about humanity a second in the past, and I wished to ask you about that, proper?
How will we make it possible for humanity continues to be part of these processes and the way do you see that evolving as , AI turns into an increasing number of prevalent as a part of branding and advertising and marketing?
[00:34:50] Ruheene Jaura: Yeah. I truly suppose that AI is right here to not substitute human creativity. I actually suppose it’s right here to assist us be higher and be extra inventive.
As a result of once you’re arising with something inventive, proper, whether or not you’re writing content material for your corporation, otherwise you’re attempting to jot down a enterprise proposal, no matter it’s that you just’re doing, there’s a there’s a it’s a combination, proper? It’s a mixture of analysis, And understanding greatest practices, understanding your corporation’s positioning, what makes you particular.
And there’s the inventive a part of it which is the way you write all of that, the way you convey and talk all of that. And so once you use AI as a instrument to assist with extra of the logical points, proper, which it’s nice at it can not mimic human emotion and human creativity simply but. However once you practice it in a manner the place it does 60 to 80 % of the be just right for you and then you definately are available along with your creativity, your particular sauce, if you’ll and add that to no matter AI is supplying you with, that’s actually the half that, that makes the magic.
I’m not going to take a seat right here and lie that, , it’s the AI that’s creating the magic for you. It’s simply, Let me put it this fashion. I can both be like a job supervisor and I can get a variety of stuff executed. If I’ve a guidelines, I can spend at some point and simply undergo my total job listing. However I can’t be inventive on the similar time as a result of they’re utilizing two separate elements of my mind.
And so the place you are available is the inventive a part of your mind must be relieved of all of the non inventive duties so to be extra inventive. So to you possibly can carry that particular sauce out in every bit of content material or writing that you just do
[00:36:25] Mike Allton: love that. That’s that’s a mirrored image of, , one of many use circumstances I’ve talked about so much on this present, which is the present itself.
I’ve received many podcasts with Agorapulse. I’ve received this podcast on the facet. I used to spend two hours researching and getting ready for each single interview. And now that I’ve received a customized GPT and an assistant within the A. I to assist me as a showrunner. It’s 20 minutes as a substitute of two hours to organize for every particular person episode, which frees me to seek out extra friends, spend extra time speaking to them, spend extra time exploring the tales and the experience and so forth.
In order that’s unbelievable. I’d love in the event you might share successful story of considered one of your prospects or companies that you just’ve labored with and share how they’ve considerably improved Their very own model presence utilizing AI instruments.
[00:37:12] Ruheene Jaura: Really, I’d like to share the story of heyLevi itself. I imply, we we launched our first model of our app two years in the past.
Really precisely two years in the past now it was October, 2022. And we have been known as iGen. We had a completely completely different identify, completely completely different model, actually no model. That was considered one of our, like, we’re simply going to construct a product and never give attention to the model a lot. And so for a yr we tried to promote that.
And we, we had an incredible, like, I’d say. pilot program. We actually have been simply searching for 10 individuals to make use of it, give us suggestions. We truly ended up promoting 34 of these like what we have been calling pilot licenses, which have been actually low-cost. We ended up promoting 34 of these and 31 out of these 34 customers truly grew to become paying prospects into the fuller model of the product when, once we launched that.
In order that was nice, however we couldn’t get previous that. Individuals who would are available and truly use our product liked it and they’d keep on. But it surely was actually attempting to get new individuals to strive it. And so we struggled with that for for a superb a part of a yr. And it was solely in October 2023 now. So a yr in the past, we determined that we actually have been missing the, the model.
And so, You recognize, that’s truly when heyLevi. heyLevi was only a content material era instrument initially. However I actually began to consider all of the issues that I’ve realized over my 16 years of expertise, pondering I’ve not used any of that on this product. We have been simply a ache level of content material creation on frameworks, and we simply type of inbuilt these frameworks and content material creation and made a promptless model of this of an app of an AI app.
However we weren’t actually doing it justice by actually it coming from a model technique from a core model technique. And in order that’s once we took a step again and I used to be like, okay, so me and my enterprise companions, we have been truly up until 3am this one night time attempting to provide you with concepts. We have been like, how about we do that?
How about we try this? And it was at 3am and I’m so embarrassed to even say this. But it surely was at 3am after I realized like, We’ve constructed all of those frameworks already into the app. So let’s have iGen on the time. That’s what it was known as, proper? So we have been like, let’s simply have iGen rebrand itself, proper?
Rebrand and reposition itself. And in order that’s what we did. Like we, we received nowhere that night time. We had some nice concepts, however we discovered flaws in all of them. And so the following morning I opened up the app and I simply had it rebrand itself. Reposition itself, provide you with a positioning technique for itself. And we adopted that total technique to the T.
And inside that quarter, this was October, 2023. And by December, 2023, we had quadrupled our gross sales.
[00:39:42] Mike Allton: Wow. It’s humorous as a result of it’s nearly like a a web page out of the e-book Menagerie the place it was October 15, 2023 at 4 a. m. When iGen grew to become self conscious and rebranded itself, say Levi,
however I find it irresistible. That’s a unbelievable story. And to return to our earlier level of how necessary it’s to have people within the loop. My final query to you is likely one of the ones that that Claude got here up with. And I all the time snigger when Claude needs me to ask this query as a result of a human wouldn’t ask it. Claude needs to know, wanting forward, how do you envision AI additional reworking the panorama of name technique and advertising and marketing within the subsequent 5 10 years?
And the human in me laughs at that as a result of no person is aware of what’s taking place in AI in 5 10 years. We’re fortunate if we are able to predict 5 10 years. To 10 minutes, proper? I imply, issues are altering so quick on this explicit business, however the, the, the gist of the query is unbelievable. I’d love to finish with you sharing what you suppose is coming subsequent, whether or not it’s along with your venture or the business general.
[00:40:49] Ruheene Jaura: I’ve been seeing this one factor about AI and I’m wondering if it’s nonetheless related. I really feel prefer it nonetheless is. And so I’m going to say it once more. However when AI was like nonetheless type of new a couple of yr, yr and a half in the past, there have been lots of people that have been very anti AI and there nonetheless are. And I get that. I get why.
And it’s not right here to remain. And it’s actually onerous to consider that as a result of it appears so foolish to have and say that out loud. However that is what individuals believed. And so when individuals began saying that AI is a fad to me, it simply jogged my memory of that. Like, it’s not a fad. It’s not good or dangerous. It simply is. And it’s how individuals are going to reside.
And nobody’s going to our subsequent era. My youngsters should not going to grasp how anyone lived with out it. Yeah, it’s gonna be like how we are able to’t think about that individuals lived with out the Web sooner or later. It’s simply there, proper? However simply how the Web didn’t substitute anybody. It helped a variety of us turn out to be simpler.
It helped us join with one another. That’s actually what will do as effectively. proper? It’s simply taking it to a different degree. And so after I mentioned earlier that A. I. Is right here to exchange extra of the logical duties for you, but it surely’s not right here to exchange your inventive facet, proper? We nonetheless want you to have that creativity, that particular sauce, the life expertise that you’ve.
We nonetheless want you to carry that to the desk as a result of that’s what’s gonna make what A. I. Is supplying you with truly resonate along with your prospects. They don’t wish to see content material from you that they may have simply as simply additionally generated in Claude or Chat GPT. They wish to see you, they wish to see how one can relate to them as human beings.
And so after I consider the place AI goes, in fact, such as you mentioned, there’s no approach to look into the longer term and AI is altering each single month at this level. However I feel it’s actually come going to come back right down to the way in which you’re utilizing it. Should you’re attempting, in the event you’re utilizing it and also you’re attempting to learn to immediate it since you’re apprehensive that you just’re going to get turn out to be out of date in the event you don’t use it which will or will not be true relying on what your corporation is, proper?
Should you’re attempting to turn out to be a immediate engineer and provides these providers or supply these providers to different enterprise house owners, that’s nice. Completely. Discover ways to immediate it. However if in case you have a non immediate kind of enterprise or supply a service, what you wish to take into consideration is how will you make that higher through the use of the correct AI instruments which might be going that will help you nonetheless get to that finish aim and nonetheless make it easier to join along with your prospects with out like changing you, if that is smart.
So it’s actually about the way it’s going to make, relying on how you employ it, it’s going that will help you be extra inventive and truly win on the recreation of enterprise, if you’ll.
[00:43:50] Mike Allton: Oh, one hundred percent agree. I I’ve usually talked about how we’re within the fourth industrial revolution. In actual fact, I did a whole solo episode that I’ll hyperlink to beneath about how AI is the fourth industrial revolution, how that compares to the earlier three industrial revolutions.
And the one cautionary story that I wish to share that’s a little bit little bit of a pushback is that, , when. Within the 1800s, earlier than we had electrical energy, cities would use fuel lamps on the streets to gentle individuals’s manner, and the cities would make use of fuel lamp lighters to stroll round at nightfall every night and lightweight these lamps.
And when electrical energy changed fuel lamps. These fuel lamps, these jobs have been eradicated. These individuals needed to discover and reskill other forms of jobs. And that may be a potentiality for each industrial revolution. There may be actually a potentiality for individuals’s jobs to get replaced, much less jobs to be wanted, even when it’s the identical function, as a consequence of A. I. So one thing to actually take into consideration to your level is, , ensuring that you just’re how one can carry A. I. Into your roles each single day and upscale what you’re doing and pivot if you could. However Ruheene, you’ve been completely superb. This has been such a enjoyable interview and such a deep dive into not simply A. I. However like I mentioned earlier than, simply actually, actually sensible method to marking technique for many who wish to study extra. They wish to join with you. The place can they go?
[00:45:17] Ruheene Jaura: You could find me on Fb, Ruheene R U H E E N E. Or you possibly can attain out on the heylevi. ai web site as effectively. We’ve a little bit chat widget that comes straight to me.
So yeah, both manner, heylevi. ai might be the simplest approach to go.
[00:45:32] Mike Allton: Terrific. Thanks a lot, Ruheene. Thanks all of you for listening. We’ll have all of the assets and hyperlinks that we talked about in the present day within the present notes beneath. And only one fast reminder, if that is type of your first foray into AI for advertising and marketing particularly, I’ve received a free useful resource linked beneath within the present notes known as the AI Advertising Primer that may make it easier to perceive what are the completely different language fashions? How can AI be used? Lots of the lingo and the jargon that you just is perhaps listening to on this present and different sources make it easier to get that leg up that you could keep related in your function from in the present day going ahead. That’s all we’ve received for in the present day, associates. Thanks a lot. And welcome to the grid.
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