Marketers of Technology
00:17:23 · Andres Figuera, Ralf Paschen
[00:17:23] S1: Okay. Wow. And Ralf, I love... I I also wanna ask about this because because this is... Believe with how you think and how you do your stuff, this could be a very interesting to anybody who's listening. How are you leveraging AI to help you out with your work? [00:17:38] S0: Yes. And I give you a lot of examples of that. I'm an AI advisor. I learned my stuff from the MIT, by the way. So nothing in Germany, always MIT. Designing AI products and services, two things. Number one, I have my own startup. Building content marketing with AI as a full platform. So I code on AI fully since six months, full time, not white coding, really. Remember, I'm a technical person. Can do this as well. Okay. So but my point on AI is, and people should understand it. AI is not your solution for everything and people should understand it. I think that people get this more and more that these agents and all that kind of stuff. This is great. And I wrote a book about that, Stop Prompting. And to Stop Prompting, it's all about think about the use case first, which brings you the fastest ROI and not just, hey, we can do this with AI. Nobody cares. If it's crap, it's 10 times more crap. [00:18:28] S1: It's true.
00:18:28 · Andres Figuera, Ralf Paschen
[00:18:28] S1: It's true. [00:18:31] S0: It doesn't make a difference. So also what people are now seeing in the content marketing, especially marketing, that's the reason why I give... I I train when I get into companies just doing this right now for a client on their own AI tool. I train this thing to be their marketing buddy in their language. I come to point back in their language. What's their brain voice? What's their profile? What they're talking about? And what I do on top is I talk with all the people. Who's your target persona? What's their problem? What's their pain? What's the solution? What's the benefit? Which target persona are they? Which ICP, which ideal customer profile? Which target industries? Which markets? And I train this to any LLM the customer has and give it to the marketing teams to build wireframes, landing pages, emails, campaign approaches to give it to engine, to agencies and so on and so forth. So everybody talks with one way. So nothing which I learned twenty years ago as a product marketer is changing. I just utilize AI to have it bundle in one, hand it over to the customer side. Now you can build it based on that. But have in mind, this thing only produces 60%. The rest of the 40 should come from you. Set up your brain to make it happen. AI, because the problem, if you're doing this too much generic, you sound like anybody else. And that's the problem. [00:19:50] S1: That's the issue today. Everybody who's using AI is just creating the same type of noise, and there's so much noise now that it's just static whenever you put something out.
00:19:59 · Ralf Paschen
[00:19:59] S0: Correct, correct. By the way, this is the reason why I created my startup. This is the reason I still have it on, I'm sorry for the shirt, I was late to the podcast today, but this is exactly what I'm doing. I put expert insights from companies which have three, four years of expert insights, not AI written, really written by people, by experts to put it in place for AI to build stuff out. Because what's the difference? Generic AI sounds everybody uses the same model. Everybody sounds the same. The model is not the difference anymore. So whatever you use from ChatGPT, Claude, Perplexity, pick and choose, there's no difference. You put your skills in place, no difference. But what you're utilizing is repurposing of your content you already have in YouTube and webinars and your white papers. People wrote this over the last three to four years. You never use this anywhere. An extra gap. It costs a lot of work. It's a lot of work to extract that. Nobody does that. If you're doing... Let's say, Andres, you take this podcast here. I can tell you one thing. This twenty minutes, I get 30 insights from that. Quick. This 30 insights I take, I said, out of this 30 insights, make forty forty forty things out of it. LinkedIn posts, emails, social clips in twenty seconds. Take the statements in there. Take the quote from Ralf. Put it all there. You can make that happen with just 20. Now guess all your podcast episodes, all your Youtubes, everything you generated, you can make content out of it, which sounds like an expert. And that's the difference. And that's what I give people.
00:21:20 · Andres Figuera
[00:21:20] S1: It's exactly that, that you can use it in order to, like for the LLM to gain a voice that doesn't sound as a generic one that everybody's using, but that really has the learnings and the explanations that the experts told me, for example, as you mentioned in this podcast.
00:21:34 · Ralf Paschen
[00:21:34] S0: Correct. That's exactly what people should utilize with ei company or not, don't worry about it, but this is the point. Train this thing on your voice, on your skills, make it very hard, make a positioning, mass absolutely clear. That's what you talk on your website, on your LinkedIn, on your emails, train this AI on, your ChatGPT skills, your instructions on ChatGPT or Claude or whatever. Pick and choose. Train this thing on AI and you will sound like you, at least partly of it. The problem is that people don't have time anymore because what's happening right now, new content all the time. Right? And I tell guys, this is the wrong approach because nobody... And this is the point what wanna make with the AI thing. New content is not a problem, but the reading perspective is getting smaller. People are not reading anymore. So you have to be very, very different in what you do. Okay? That's the reason why I like podcasts, because podcast is an expert thing. People love to listen to podcasts. If there's something interesting for them in there, they will read, they will listen it. Especially in the exit summary, will listen into it. Because they can do this by a car drive, they can do it by on a train, they can do it everywhere, right? Reading is the hardest part these days, hardest part to get the attention of a person, to get attention gets smaller because of these all this great content which is not great, mostly sloths.
00:22:56 · Andres Figuera
[00:22:56] S1: Yeah, now the time of consideration has lowered so much and if you don't have anything enticing, what's it called, controversial or a very strong opinion about something, people are just gonna pass it over and skim over it.