Hi friends - Y’all ready for M-AI??

I have a love-hate relationship with AI personally….but it’s trending more toward love every day.

I LOVE that it’s making so many aspects of our work more efficient but I hate that it’s taking away some of the human aspects that I believe are SO critical to effective marketing and sales.

People still buy from people and we still crave (maybe now more than ever) HUMAN connection.

All of that said, over the last 6 months or so I’ve found ways to incorporate AI into my work while still retaining the human aspect. So all month long, I’ll share some specific examples of how I am doing that.

If it helps you - let me know! I’d love to celebrate your wins and learn from your implementation of these ideas as well.

Ok - first up - leveraging AI to draft case studies (better and faster!). 🤓 

Leveraging AI to write your case studies (better and faster)

Tools

Before ChatGPT and Claude rolled out the concept of ‘projects’ - I was using Jasper.ai and eyeing Copy.ai. I liked that I could save brand tone of voice, key company information like ICP/personas, etc and access those marketing specific tools for easier and more efficient prompting.

However, now that both ChatGPT and Claude have ‘projects’ - I find they are just as good as any of the other marketing specific tools for my most common use cases (personally).

Setting up your project

In your tool of choice (ChatGPT or Claude), setup a project for your GTM efforts.

Teach the project about your GTM. Things like -

• Explain your ICP (or ask it to analyze your ICP from your website)

• Explain who your buyer personas are or ask it to tell you more about the challenges and motivations for your buyer(s)

• Explain your product or service - what problems you solve, features you have, etc.

• Upload copies of your sales decks, one pagers, and other sales collateral for it to analyze and remember for future requests

• If you have public customer reviews or existing case studies, upload those for it to analyze and better understand in your customer’s words - the value they get from your solution

• Teach it your voice by asking it to analyze a blog, email, or other long form content piece you believe best reflects your preferred brand tone

Once your project is setup accordingly, you are ready to rock. 🤘 

Leveraging AI to write your case studies

Here’s where we retain the wonderfully human elements and let AI do the heavy lifting.

Step 1: Customer Interview (real life - human to human conversation)

Conduct a live interview with your customer and record it using a tool that provides AI generated conversation transcripts (e.g. Fireflies, Otter, or even Zoom).

Step 2: Import your interview transcript to your beautifully prepped project, and prompt it to write your case study

Example prompt:

Help me write a new case study for [company name]'s website.

This case study should focus on our client - a company called [client name] - their website is [client website].

I interviewed [name of person + title at client company] to better understand his/her experience and the value he/she receives from our product/service - the transcript of our conversation is attached.

I’ve also attached a summary of important internal information about when they became a client, what products/services they use, and the quantifiable impact we’ve had on their business.

Use the attached information to draft the case study.

The case study should have 4 distinct sections - Overview of [client ] as a company (who are they and what do they do), their Goals when they engaged with our [company], the Solution that we [company] delivered, and finally the quantifiable Results we helped them achieve. Include direct quotes from [person who I interviewed] in the latter 3 sections to support the story. Make [the client name] look like the hero in the case study so the asset supports their image as a progressive or innovative company and shows how much they care about their [workforce/customer experience].

—

^You will be blown away by how good the results are. The draft will absolutely need additional human review by you and your team, but it has reduced the time it takes me to write case studies from ~4-5hrs to ~1hr or less.

And again - the best part is that I haven’t lost the human element. I still have the real human to human conversation with customers - I just use AI to analyze and draft the resulting copy based on that human conversation.

Looking for guidance on how to prep for those interviews and what questions to ask? Check out this piece I wrote for those details.

See ya next week!

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With love and gratitude,