BRAD KILGORE
1:02
Is Brad here with another episode of AI Marketing Experts? I’m here with these smiling faces and brainiacs and we just love to jam out and talk about everything that is not only happening, but what’s moving the needle for businesses and marketers in the AI world. By all means, if you are listening to us on a podcast channel or YouTube like us, share us, tell people about us and we will do our best to bring value every single time. So today we are going to jump right in and we’re going to unpack some things about icp. And if you don’t know what that is, we are going to tell you what that is as well. It’s not a band.
JOHN CLENDENNING
1:51
It is a band. I am violent J. I’ll be violent J.
BRAD KILGORE
1:56
But it’s really something we’re going to dig into about what is ideal customer profile. So John has already opened up the can of worms that he is ready to jump in and enunciate and talk about this subject. So John, why don’t you jump right in and kick us off?
JOHN CLENDENNING
2:14
Okay, so yeah, so we, we were chatting about this earlier before we jumped on because as a group here, we like the AI Marketing Experts. As, as Laura just reminded us, we’re almost coming up to a year of doing these podcasts. We’re pretty close to that and in that time, like obviously we’ve kind of developed who we are, who you are as an audience and kind of trying to steer Hayes is, is what we’re talking about in the content that we’re talking about fit for you. And then we’re going, well, who, who actually are you? And we know who reaches out in the comments to us. And we, we know who we speak to best. And I was having this exact conversation with the, the coaching program I do for home services and cleaners, the private coaching that we do. And I was doing the event yesterday and we were talking about the whole idea that if you speak to everybody, like, I just want more money, John. Well, if he’s trying to speak to everybody, you get nobody.
JOHN CLENDENNING
3:10
So we, I was teaching them how to use a master prompt. And I’m sure we’ll go a little bit deeper into that. We’ve talked about it a whole bunch of times. But if you don’t dial in who your ideal customer profile is, who you’d really love to work with, and only work with the type of person where they live, how they dress, what they think about, what keeps them awake at night, what their challenges and struggles are, that they know what’s coming on the horizon, that maybe we know that you don’t know yet, that we’re bringing to you and why you watch this show. That whole concept is like, every business needs to know who their ideal customer is, why they chose that AI can make this so much easier to figure out than years and years of ago of having to try and download data and go find stuff and buy reports, and six months later you might go, well, maybe I think I’ve got it figured out. No, it’s like it’s a cup of coffee in an afternoon and you could really have that really good conversation and figure out who your ICP is. And then all of your marketing, we, as the AI marketing experts, helping you understand this, all your marketing can aim towards that preferred clientele as you shift your markets. How’s that for an intro?
BRAD KILGORE
4:21
I like it. Aiming with Amy.
CHRIS HUNTER
4:24
There we go.
JENNIFER CREGO
4:27
We were even talking about before we started recording that a small, a tiny shift even from. As agency owners, if we relate or like, if a, if a YouTube video says small business owner, do we resonate with that or do we look for YouTube videos that speak to agency owners? Even though agency owners are small business owners. Business owner, you know, so little shifts like that, that, I mean, they seem little, but they’re actually very important. Like I mentioned, I want us to know our, our target audience, the specific language that we’re using, as if they are the names of our children. Like, that’s how, like, ingrained in your Brain, your, your target audience should be laser focused. Laser focused, yes.
LAURA SUTHERLY
5:21
And I know with this group, obviously when we’re learning about AI and seeing what’s new, what’s rolling out, it is easy for us to have so many subjects that we want to cover per episode and we want to bring at it for different things. And having our conversation today based on feedback and everything of questions that people are asking about the master prompts, how can they get that tuned in more? That kind of prompted our conversation here today of making sure that our topics, the level of discussion that we bring, do they actually move the listeners and our viewers forward or is it just more noise in the AI world? I mean we pride ourselves on sticking to that strong foundation and providing nuggets, tips, tricks that you can move forward on when you start so you don’t have to be seeing and hearing all the noise. So I think that is a, the ICP is definitely a valuable place for all business owners to start.
JENNIFER CREGO
6:21
And you mentioned, Laura, the, the question that was specific round that someone sent in, like it was still sounding a little bit generic there, the content from their master prompt and it was.
LAURA SUTHERLY
6:42
Yes, their ICP was missing. And so having that conversation or with AI just again use your phone, click the, you know, your favorite AI, the large language model that you want, click that and start talking and saying this is what you’ve liked about the clients that you’ve worked with. This is what may have projects longer than what’s needed and just go through and you’ll find AI will ask you questions and then it will lead you to a well defined icp. So I think that is very beneficial.
JOHN CLENDENNING
7:15
And a couple other ideas like, I mean, so again in AI, what would we do? Like you know, think about this, Chris, for example, using the, like one of the dashboards or data center like you, you have when you transcripts going over into a spreadsheet or into a resource vault or whatever. Right. So and if you had phone conversations that you could go back to, like transcripts, if you had difficult client conversations, if you could like context is everything in, in, in AI anyways, if you could load in, if you can kind of start thinking through the type of context that you could give it, you could start a conversation, say hey, ask me some leading questions, let’s figure this out. And by all means you’ll work your way down, down the rabbit hole. And just with good questions, a good prompting and all that kind of stuff, you could get to a really good conversation about an ICP or a couple of ICPs that are, you know, maybe a residential and commercial depending on the type of business you’re in or, you know, a lower tier clientele. If you’re an agency and the higher tier clientele and the different ICPs in inside of those. Right. There’s, there’s ways around that.
JOHN CLENDENNING
8:23
But if you started off with sort of client data, customer data that you currently have, conversations that you currently have, complaints that you currently have, and say, hey, based on all of this, let’s have a conversation about who we work best with and like who loves us more and who loves us less in our, in our clientele. And is there, is there some things we could flesh out about that? Like in, you know, it’s no different than Google Analytics or a Google Ad or a Facebook ad is trying to dial in who the ideal customers. And I tell our clients this all the time. It’s like, yeah, it might be a certain area of town. Like, you know, if you get a bunch, if, if you feed it the right data, you get ads come in, somebody clicks on it, you tell Google, by the way, this is, this is the ad ID of the person who clicked on it and called us. Oh, by the way, this is the ad ID of the person who booked. Like, if you could, the more data you can feed back, Google and Facebook go, oh, now I know who those are. And I always make the joke.
JOHN CLENDENNING
9:19
They could just be Dave Matthews fans. You could find out that your clothing store or your carpet cleaning company or whatever is just really attractive to Dave Matthews fans. I won’t. We wouldn’t know that could. You know, but it could. It’s just my goofy way of saying it, but it could be something so obscure you’d never even know. AI can help you figure out based on your data. What is that? What are some of these nuances of this icp? Then you can break down all your marketing to target it.
BRAD KILGORE
9:44
It is a little goofy, John, but still relevant.
JOHN CLENDENNING
9:47
Thanks.
LAURA SUTHERLY
9:49
Well, I was digging over here because I know that, you know, in the. Typically we would start with Personas and of course that is who your decision makers are, who you wanted to ideally talk to, what’s their language of the problems. But that’s the thing that is. John said it could be as simple as the this side of town, but when you might be in a different type of business, you may need to look at their psychographics. You might want to look at, you definitely want to know their behavior, you want to know about their decision making. So if you think of the successful projects you’ve had in the past as that small business owner. When was the light bulb clicked? You know, when what were you saying? What questions were you answering, what problems were you solving that got them to where they’re now your ideal client? So if you kind of think about those desires, beliefs, those identity features, behaviors, it really does help you with the language. So I think it was Jen that said earlier that you are speaking directly to them.
LAURA SUTHERLY
10:50
I know John kind of mentioned you don’t want to be speaking to a forest, you want to be speaking to the birch tree within that forest. So that language, the way if you hear, if you see the questions they are asking online and you are going to be able to solve, provide that solution for their problem. If you ask it right back to them, it makes a huge difference. And again, that’s the items that make your master prompt stronger and keeps you from sounding generic with, while you’re using AI. I know Chris, you’ve done a lot of training with, with the agents and you know, definitely the leveled up with everything that you’ve been speaking about on episodes, what all goes into training those. So it doesn’t come off generic.
CHRIS HUNTER
11:35
So yeah, and it kind of comes back to a lot of things, you know, that we’ve already talked about. And if you followed us for any length of time, you’ve heard us talk about the foundational pieces that you need in any kind of AI, AI platform, we’ve talked about it here. Your foundations are, are basically your master prompt. Your, your, your document that says everything about you, what you believe, who you work with and all that kind of stuff, right? But when you’re trying to dial in your ideal customer, right, you, you’ve got to really think about that because it’s not just who works well with you, but who do you want to work with, right? And when, when I sat down to try to figure that out for my agency, because for the longest time my agency was a generalist agency. Meaning being, meaning that everybody was our, our target audience, right? And it wasn’t until I met, you know, with Josh Nelson and he’s like, well, what, what, you know, who, who. You have to choose a niche, right? And that’s because the riches are in the niches, right? Quote, unquote kind of a thing, right. But it, it was, it was very true and there was tons of reasoning for that for us. And, and the biggest one of all was that we weren’t reinventing the wheel on every single customer, right? Well, if you think about that same idea and through the lens of let’s say a roofing company owner who we work with.
CHRIS HUNTER
12:55
It’s the same thing. You’ve got someone that you have in mind that is your ideal project, you know, whether that’s the five million dollar home sitting in the best neighborhood that you, that you’re going to make a $60,000 check on, on one day’s worth of work on, on replacing a roof. Right? I mean that’s, that’s kind of who we want to put through our lens. Now the question then becomes and tying this all back together with us, right? And in our podcast here is how do you do that with AI? Well, it starts with the foundational pieces, right? AI’s got to know enough about you and about your business and, and so forth and it’s got to know who you like and who you don’t like working with. Right? Because we all have those two who we do not like working with. Right? So I’ll, I’ll share here what I just, literally just did because I was curious what would, would happen. Okay. And you know me, I like showing off what, what we’re doing with AI because it, it, it shows you guys how, how to actually do these things.
CHRIS HUNTER
14:04
Okay. So you know me with, with Claude, right? I, I right now love, love Claude and, and I’m in just the straight up regular Claude, but I’m in a project, right? And projects are, are super, super important because you can have all of your information that you constantly feed to it. You can have instructions for that project, which I do for us. So I’ve got the AI Marketing Experts podcast here and I was just curious if I gave it no information other than what’s in this project folder, what would happen? Right? So I said, are you aware of the Amy Ideal customer profile? Nope. And these are the things that it needs. And it says over here, want me to draft a working ICP based on what I know so far and, and you sharpen it from there. I said yes, go ahead. Right? And so this, I was sitting in the background as we’re all talking about this took a couple of minutes and, and it again knows my businesses and knows all about this, you know, podcast here, our show, it knows who’s in the show, it knows all sorts of information about this and I’ve worked inside of this project before on, on all sorts of, you know, things.
CHRIS HUNTER
15:18
So it knows a lot about this, about us. So anyways, it’s going through here. It’s, it’s, you know, six questions I need you to answer to lock this in. But here’s here’s essentially what it even came up with with zero information. Right. And I think it’s actually not too bad. Small business owner or solo small team marketing lead, right. Is.
CHRIS HUNTER
15:41
Is our firm of graphics revenue 500k to 10 million. Which is pretty broad, right.
LAURA SUTHERLY
15:48
For.
CHRIS HUNTER
15:48
For small businesses team size 1 to 25 employees, vertical lean service based home services, healthc care, professional services, whoever. Right. This is still prod right here. And I think that over time, the five of us can definitely tighten this up. Okay, but the point, what I’m trying to make here is that this is a great starting point, right? This took literally a couple of minutes in the background. I can sit here and I could further fine tune this and answer all of these and it will help work with me and fine tune that document so that I can take that document to my team, right? Which is y’, all, you know, on. On this part.
JOHN CLENDENNING
16:29
But.
CHRIS HUNTER
16:29
And we can discuss it and determine yes, this is our ICP or no, this isn’t as way off. Right. And I lean more towards. If it’s way off, then it’s probably because as my dad, he was a programmer, he would always say garbage in is garbage out, right? So. Or garbage in equals garbage out. And it’s the same thing here with anything that we work with in the AI world. So make sure it knows enough information about you before you go down this path. Feed it as much as you possibly can.
BRAD KILGORE
17:04
Okay, that’s brilliant.
JOHN CLENDENNING
17:06
And I think because it has some context, as you mentioned, so it started in a place, it has something. So it got closer than it would have with just a general stab at oh, gosh, no. And then like, yeah, go down, answer the questions. You could even have it. Like if anybody has filled out any of those surveys on Instagram, for example, or whatever. Wherever you, wherever you get them is like, you know, I get. Right now I’m getting the Tai chi from a chair. I don’t know if it’s my age, my hair turned gray, but everywhere I go now I’m.
JOHN CLENDENNING
17:31
I. Apparently I should be doing Tai chi from a chair because it’s like every day, ten times a day. But it. If you actually click on it, like after the 50th time you see it go, okay, let me. What is this? It’s a survey. And so, I mean, it’s. And it asks a bunch of questions and it’s leading you to. And it’s trying to dial in how to sell you better.
JOHN CLENDENNING
17:47
It’s trying to dial in like we are marketers, we know what it’s trying to do. Chris could take this with Claude right now and say, hey, now, as he gets a little bit closer. Now I want to pull the rest of the Amy team, the rest of us, and create a survey for this. So, like, one question at a time. Deep psychometric survey that Brad and Jen and John and Laura can fill out that would ask very, very specific leading questions to have as a group. Dial in and create, you know, an ICP matrix that becomes a conversation for a next board meeting. As an example. So think of your own company.
JOHN CLENDENNING
18:22
If you did this work and then had it create something that you could send them, create something you could print out, you know, now you bring team members like carpet cleaners. I get, like, get your technicians to fill it out. You know, all, like, have. Have AI help you create a list of questions instead of spitballing it with the dudes around the truck as they’re loading up to go get urine out of carpets tomorrow morning. You know, give them, you know, a bit of homework and, hey, fill this out for me by the weekend, bring it back, and I’ll give you like a $10 Starbucks gift card or something like that. Right now you’re actually using AI. Put that back in. Here’s what my team says.
JOHN CLENDENNING
18:55
O. Off you go. And now you’re being an AI driven leader in your company.
BRAD KILGORE
19:00
So I have to ask, what in the world would you do with a $10 Starbucks gift card? Because that’s only going to get you a half.
JOHN CLENDENNING
19:07
A half a cup of coffee. Yeah, you can put sprinkles on top of whatever you bought.
BRAD KILGORE
19:12
Twenty years ago, when my kids, my daughters were young, and my wife and daughters would go to Starbucks, I’d say, you mean you’re going to Costa Latte. I get it.
JOHN CLENDENNING
19:22
Dunkin Donuts. A $10 Dunkin Donuts. I’m Canadian. I was gonna say Tim Hortons. And I had us, because unless you’re just in Buffalo or along the border, you don’t even know what I just said.
LAURA SUTHERLY
19:31
So we have two in our town. We’re good. We’re good.
JOHN CLENDENNING
19:34
No way.
CHRIS HUNTER
19:36
I just want to point out. Yeah, this is hilarious. This is. This cracks me up because I 100 identify with this right here. Allergic to AI bros. AI bruise.
BRAD KILGORE
19:48
Yeah. Well, that ties into what I was going to say of what Chris mentioned is you can help determine who you don’t want to work with because there’s always variables. And like, maybe startups is not your, you know, maybe that’s not part of your icp. It might be. I mean, it’s not. Say they’re. It’s bad. Everybody starts somewhere.
BRAD KILGORE
20:11
But sometimes those could be as we call a PETA. Everybody knows what a PITA is, right?
JENNIFER CREGO
20:16
Oh, yeah. Yes.
JOHN CLENDENNING
20:17
So Dan Kennedy used to talk about that, and we did that when I. When I ran my cleaning businesses. Is like. So there was a. You know, it’s. How do you sift sort of. How do you make your marketing sift, sort and screen so that. So all of this goes to where.
JOHN CLENDENNING
20:31
What are you using it for? Right. So how do you make your marketing sift, sort and screen for you so that you don’t attract the people you don’t want? Like you just said, Brad. So there was always the, you know, the classic story of the barbershop. And then right across the street, the guy started, there’s another barbershop and $9 haircuts. And this barber put a big banner across the street. We fix $9 haircuts. Right. That’s how it wasn’t that.
JOHN CLENDENNING
20:54
It was like, hey, that was a joke. There wasn’t really a lot of damage. $9. But it was. The people go, I get what that is. Right. We did that in our. For our carpet cleaning.
JOHN CLENDENNING
21:03
Like most of our clients. 5, 6, 800, $1,000 average residential job. Because they understand how to target those million or those $50,000 roof homes. Right. Like the Christmas people are targeting those people see marketing. They don’t hire the company with a bunch of guys with ripped jeans showing up and spitting off the roof. Like there’s a whole different company that show markets differently. So we fix $99 carpet cleaning was.
JOHN CLENDENNING
21:28
Is one of a really great ad to run in pay per clicking in the local marketplace and stuff like that. Not that the person who’s hiring the $99 carpet cleaner would ever hire this company. It just sift sorted and screened because they picked their icp.
LAURA SUTHERLY
21:41
Right. And if you have that ICP correct, you know, or dialed in, and that’s something you can go back quarterly, go back yearly, because we know times change, but that’s what you can always kind of lean in and say, wait a minute, are we growing? Or where do we need to make those adjustments? And you will see the different ones call you can, you know, connect with you, and you’ll move forward with them because they heard that you were solving the problems that they were, you know, you have the solutions for the problems that they’re trying to solve.
JOHN CLENDENNING
22:10
Yep. You look to buy a cleaning company. We had one of our. One of our clients is buying a couple different Cleaning companies out. And we had this conversation, one of the podcasts I’ve done recently. Very brilliant fellow. And he’s a, he’s a Air Force pilot as well, full time. And he actually runs a business three hour flight away from where he actually lives and, and trains and stuff like that.
JOHN CLENDENNING
22:29
And so a remote business. And he’s. It’s like, hey, who do I buy? And it’s like, well, you’re not buying this company because although it might be a good buy right now, the database isn’t your icp. Like the database isn’t going to. You’re going to lose 80% of it to transition it into your premium model. Right. So although they might be a bigger company, you would be doing that to. I also, I have the premium and I also have sort of the second tier or the lower tier.
JOHN CLENDENNING
22:56
Don’t, don’t realize I own both. If you really want to try and run a hedge against yourself, but more so, buy the company that might be the boutique, one or two guys in a truck, small that, that only clean for the millionaires as well. Buy their business if they’re selling and assume their clientele because it’s the right icp. So it makes a whole, whole bunch of decisions easier. Once you know who that is.
JENNIFER CREGO
23:18
Yes.
LAURA SUTHERLY
23:20
Yeah. It brings to mind a salesperson or it was a company that they said, our salesperson’s having our phone ring off the hook. But every time they followed up with those appointments, it had nothing to do with what they were selling. So again, it comes back to the conversation to even having with their team saying, yes, we understand that you’re excited about booking appointments for us, us, but we don’t offer those services or don’t want to offer those services any longer. So it was just again, bringing the team together to say, let’s have this conversation. Let’s make sure that you also are using the proper language to bring the ideal person to the table.
JOHN CLENDENNING
23:56
And does your marketing department or your marketing vendor or the people that you work with, your marketing growth partner, do they have you given them who that is? So that when they’re marketing one of our clients, we took their, their traffic to their website and dropped it by 80%. They go, oh my God, John, that’s terrible. Did you lose a client? Nope. They love us to death. Why? Because that other 80% was entirely the wrong customer targeted by their previous. They had massive. They had 500 pages on their website and blog posts and everything else to entirely the wrong people. So they were constantly dealing with tire kickers.
JOHN CLENDENNING
24:30
And we said, nope, we know who your ICP is. Now let’s trim it down and build up the right message to the right crowd and your traffic is going to drop and your quality of clients going to go up. They trusted us. It worked.
LAURA SUTHERLY
24:43
Yes.
JENNIFER CREGO
24:45
Looking at those queries too, that’s a really good way to fine tune your icp because as you see things that come in and you know that like, no, that’s not who we want to target, then that just gives you more and more.
JOHN CLENDENNING
25:02
Why did they show up? Yeah, why did they show up? What did we put out there that attracted them? Damn. Get rid of that.
JENNIFER CREGO
25:08
Yeah, yeah.
LAURA SUTHERLY
25:09
And back to AI. You can always have AI audit, look through and have the, you know, load up your marketing pieces. Have IT look at your website and say, is this consistent? Am I attracting the wrong type of clientele? You know, have IT work with you to make judgment calls as to what you need to adjust.
JOHN CLENDENNING
25:28
Show a picture of your van and your technicians to AI too and go, how are we doing?
JENNIFER CREGO
25:33
Yeah, I, I was working on fine tuning an icp, kind of actually an entire workup recently, and I was using Claude, of course, and it started to make a few incorrect assumptions. And so, and, and this is like, you know, we’re in conversation about the icp. It has a lot of information about it already and still it started to make, you know, a couple of incorrect assumptions. And so I know I’ve said this before, but it’s, it’s so important to catch those things early on, you know, as you’re working with AI, because if you’re just letting it, letting it run and not like checking all of the details, you know, crossing the ties, the T’s, dotting the eyes, then you could have a trajectory of like where everything goes after that point that is just not what you had intended. So great point.
JOHN CLENDENNING
26:31
And ask AI there. Again, we keep saying that if you ran into that, I’m sure this is exactly what you did. Jen is like, okay, where did you go? Where did you get that piece of information from? Oh, it was this document. Oh my gosh, I didn’t know. I gave you that. And like you can actually get AI to tell you where it, where I got this idea. Is there anything I gave you that led you towards that? And if it says, nope, I just made it up, then you put a new rule in place, stop making crap up. But for the most part, you’re probably the garbage in, garbage, garbage out, as Chris said.
JOHN CLENDENNING
27:00
So, you know, there’s probably something there that’s A mess.
JENNIFER CREGO
27:03
And also I’ll say that so in this case it. I can’t remember what I specifically asked, but it had gotten to be a pretty long conversation. We all know that, you know, conversations can not go terribly long before they start going awry. And so, you know, shame on me. I was probably had it in, you know, had it going too long. Such a good conversation. I didn’t want to stop. But, you know, anyways.
JOHN CLENDENNING
27:31
Yes. And hey, one more little tip in there. I keep anybody jumping on top of me, this is totally fine. But context, Chris and I know this. We have these conversations about like using Claude OPUS versus GLM versus again, techy stuff in the back end. But the context window is a real thing. Context hygiene is a real thing. And if you’re in Claude code, it does this thing called compacting.
JOHN CLENDENNING
27:51
Every so often right in the middle of a really good thought process and it starts right off again completely craps. You have to build rules in about compacting and like, it’s just a pain in the butt. So ultimately, yeah, when you’re using AI, another good tip is as it like Chad GPT at least warns you because it starts getting really slow. It’s like everything you do is like, it takes forever because your window is too long. Ask it to create a handoff. Like encapsulate this whole thing into a handoff file that I can copy and paste into a new chat and start over again. If you’re inside that project, it has the whole project window. But your one chat thread is too long.
JOHN CLENDENNING
28:29
It can only look up so far. Right. Whether that’s 200,000 tokens now or a million tokens depending on your model, doesn’t really matter. It is reading all of that to answer the next question, all of that to answer the next question. And there’s a moment when you want to sort of, hey, give me the most important salient points. Let’s refresh and start again. So that’s just a tip on using AI.
JENNIFER CREGO
28:50
I was just in chat, but I can tell you that when I’m in Claude code, it is a constant. Like I don’t remember if I, I think I have it set to where every entry. Honestly, if, if not close to it, to where it. If there is anything meaningful that needs to be added to the.
JOHN CLENDENNING
29:08
The.
JENNIFER CREGO
29:09
Yeah, the memory, then it does that. So I’m not as worried when I’m there. But yeah, in, you know, chat.
JOHN CLENDENNING
29:16
Yeah. Yes.
LAURA SUTHERLY
29:18
I would say one thing that as everybody’s talking came to mind is offerings and programs. Once you have An ICP established, or you’re saying, okay, great. I’m just. I feel confident that I have defined the right audience that we’re speaking to. Then that’s when I would recommend loading your programs. Make sure that those are also what you would appeal to your ideal customer. You want to make sure that we just don’t assume that that’s the program that would excite them so that also AI will provide feedback. Does that make sense? Where’s the tweaks? Do you need new language? Are you answering questions? Are they searching for something on this part? You know, they ask, you answer.
LAURA SUTHERLY
30:01
Obviously, we refer to that often. Make sure that. Or we highly recommend to run your programs through and get those adjusted as well. So one thing kind of builds on the other.
CHRIS HUNTER
30:11
Yeah. And of course, all of your marketing depends on this. Right. So you. You need this as much as you need your master prompt. Right. For when you’re specifically using something with AI. Right.
CHRIS HUNTER
30:25
More than. That’s chat, GPT, Claude, Gemini, it doesn’t matter. It needs context. And this is the lens that you put it through. So that’s just making sure that. That you understand that this is a very foundational piece. And, And. And you need this for everything else to work.
LAURA SUTHERLY
30:45
And as expert business owners, don’t forget human in the loop. So as you’re doing this, ask, talk to those ideal customers. Ask them, you know, and those conversations, human to human, are also extremely valuable to make sure that you did not go down a rabbit hole and realize that will not move me in any direction with my business.
BRAD KILGORE
31:07
Yeah.
LAURA SUTHERLY
31:09
Brad, you’re kind of being quiet.
BRAD KILGORE
31:12
Well, I’m at a friend’s house, and I think his ice maker is rolling right next to me here at his fancy bar. Can you guys hear the ice maker?
LAURA SUTHERLY
31:20
No, no, no.
BRAD KILGORE
31:22
That’s good.
JOHN CLENDENNING
31:23
You’re isolated.
BRAD KILGORE
31:24
That’s good. No, everything that you guys made sense. I mean, I don’t know that I have a huge nugget to share, but, man, I mean, this is. I always learn new stuff whenever I’m with you all. As Chris would say, I just continue to learn. And I, I take it all into perspective because, yeah, we’re all smart people, but I love the fact that we can collaborate and learn from each other. You put AI on top of all of that, and then, you know, it’s
JOHN CLENDENNING
31:56
off to the races because it’s just cooking with gasoline. That’s AI is like, we just. You just get to move faster. Like, Laura talked before we even came on here. Oh, my gosh. All the stuff that, you know, there’s, there’s so much I can do, there’s so much more I need to do because I can do so much more. Chris is talking about all the things he shipped this week and, and all this. We just hired a director of AI in the company because I can’t keep up.
JOHN CLENDENNING
32:16
So, Gus, welcome aboard. And like it’s just. So we are the AI marketing experts, as the name of the show is. But the point about that is that it’s all use AI to help enhance your ability to market. Because if you don’t market, you don’t get sales conversations, you don’t make. Sales marketing is precede sales. Bad marketing, no sales, right. And good marketing.
JOHN CLENDENNING
32:41
Now you at least have sales conversations. Then there’s another moment you can AI the crap out of is how’s our sales conversations, how’s our scripts, how’s our, you know, our closing processes, how’s our follow up up AI again, right? So, so the marketing, the, you get the right icp, you get the right foundation, you put the right messages out, you, you talk to the real people about why did you choose us? What would you like to hear more about us? Surveying all of that kind of stuff. Take that, put it back into AI, help refine your icp, do better marketing, get your sales conference like it just now. Now you’re running a business. Now you’ve built a machine that you can be the arbiter of and the controller of, not the task doer out in the field. Because this is the part of what business grows, not how many times you turn the wrench or clean a carpet. That’s. That is the thing, the technician side of the business that you want to be running Even in your 80s and 90s from the golf course, if you want to be, and keep the thing or sell it for multiples of ebitda because you built the machine around all of this and AI just makes it faster.
BRAD KILGORE
33:45
I’m gonna have to put out my AI Wikipedia or dictionary with arbiter and salient.
JOHN CLENDENNING
33:51
Even
BRAD KILGORE
33:54
John’s showing off the big words today.
CHRIS HUNTER
33:58
So I’m gonna have throw something, a
JOHN CLENDENNING
33:59
couple of copies in me.
CHRIS HUNTER
34:02
I want to throw something in real quick. You know, when, when you talk in sales and this kind of jogged my memory because I literally talked with a friend and a coach and a mentor this week and, and he said, take all of your sales conversations that you’ve had in the past year. Throw those into a Claude project, okay? And take all of the pain points, take all of the, everything from all of those conversations. Put those in there and have it come up with and help refine this ICP and use that then for your marketing. Right. So all of the ads that we’re running, he said just all of the pain points that people are talking about in those sales conversations or just questions that they have, answer those and put them into an ad. So I mean, there’s, there’s a lot of things that, and again, we talk about it all the time, but it’s just feeding the system, right? Feeding everything that you possibly can into this Claude, Project, chat, GPT, project, whatever, whatever your tool is.
JOHN CLENDENNING
35:06
Right.
CHRIS HUNTER
35:06
You can do the same thing, you know.
JOHN CLENDENNING
35:08
Yeah, I’ll second it. Have it look at your website and, and rewrite your website. How would this look if you rewrote it to this, this ICP you develop from every single one of my conversations or a landing page or a free report or like. Yeah, once you have that, it’s like, you know what I built you guys, I showed this to you quite a while ago, was our two avatars. Like we work with carpet cleaners that just happen to own a business and business owners that just happen to be in the cleaning industry. And they’re two distinctly different people. Right? So our coaching programs, our services, the different levels that we have, those are we know who our ideal client is. And when I’m marketing these guys, I’m not saying the, saying the things that I say to these guys.
JOHN CLENDENNING
35:50
We literally have separate ads to target and it pulls in an entirely separate crowd that comes into a totally different channel for a totally different conversation because we, we target two, two different channels. One, we’re helping more hustle helpers. The other one, we’re being growth partners and it’s, it’s entirely night and day, different, different people in those running the same cleaning businesses.
BRAD KILGORE
36:12
That is a really good gold nugget. Violent J. I would have to say that that could be the gold nugget of the day. But No, I agree 100%. You know how you just described it made perfect sense where it almost seems like they’re the same to Personas, but they’re not. And that’s how using tools, AI tools and feeding and threat information, you get that feedback. You can then dissect, then you can then like you say, whether it’s your landing pages, whether it’s your social media, whether it’s your website, you can then custom tailor it to who are your ideal customers?
JOHN CLENDENNING
36:48
So do you guys think any of this is cool? In the audience description down below, AI marketing experts Insiders Club because the Christine on our team that will be creating the, the after show notes and putting it up into the free community where you can ask questions. These show notes are going to be gold. So you’re gonna have a lot of little ideas and nuggets and, and to dos and action steps and stuff like that. So just, just a little plug for the, for the insiders club that you’re going to want to join.
BRAD KILGORE
37:17
That’s exactly right. Well, with that, was there any parting thoughts before we wrap for the week, like, and subscribe? That’s right. Jen’s having a really good hair day too, if you didn’t notice. Laura’s not far behind.
CHRIS HUNTER
37:32
Wait, what about me?
JENNIFER CREGO
37:34
Well, you got a ways to go before you’re on my and Laura’s level.
LAURA SUTHERLY
37:41
Even Brad? Even Brad. He’s got his there. John’s chasing us too.
JOHN CLENDENNING
37:48
Yeah, we’re trying.
BRAD KILGORE
37:50
Well, guys, it’s always fun. We always have a good time and hopefully it’s informative and helpful for those that watch us, listen to us. Like we mentioned, share it with other people. There’s a lot of people out there that need help when it comes to what they can do with AI, how to leverage it, how to make it work for you. So like always, we’re excited to be a part of this. We’re coming up on 10, 11 months now, so yeah, we’re going to do a wrap for the AI marketing experts for another week.
