A few days ago, I was invited to give a talk about my experiences, on AI and marketing/branding.
And this reminded me of an experience I had with a potential client.
It was December 2022, just a couple of weeks after ChatGPT was launched.
I had a sales call with a potential client I’ve been speaking with for 6 months.
I thought I had it in the bag because she was excited to work with us and the budget was just right.
We even had some small talk about ChatGPT and how we both plan to use it on our respective services.
But a few days after our call, she told me that she wanted to pause our project.
You see, she wanted to try using ChatGPT on her branding first.
At that time, I barely knew anything about ChatGPT, so I had no idea how to respond —I just let the client go.
In the coming months, I see this happening more often.
(In fact, it’s already happening)
Clients using ChatGPT over hiring professionals.
But in my observation, I know there’s a market for everything.
There are clients who…
- Would opt to only use AI
- Would use AI, be unhappy with the results, and hire a professional
- Would go straight to a professional
So the big question is…
How do we remain as the first option even amongst AI and other professionals?
It mainly comes down to two things:
- Competence
- FIT
Competence meaning…
our output is still at least a level above the output AI provides.
Because AI replaces mediocrity.
And there are many ways to leverage competence in our positioning strategy.
When communicated properly, competence helps:
- Add social proof
- Back up our messages
- Frames us as the go to for our target market
Now FIT is all about connection.
With AI, tasks have become dehumanized and clients are overwhelmed by information.
And as people, we’re able to bring empathy, understanding, and personal touch to the client experience.
So how do we help our ideal clients see that we’re the right fit?
- A hyper-focused messaging strategy that resonates with them
- Leveraging storytelling to share common values and principles
- Building on your brand interactions — building their experience with your brand through touchpoints like webinars, workshops, DMs, your content
That’s just my 2-cents before we end the week.
P.S. – I’m curious to know… how do you use AI in your life/business and what AI tools do you recommend? I’m still new to this and I have plans on making my own custom GPT.