When I start a project for a client, I create a brief that includes Features, Benefits, and Advantages (FBAs) as well as other key information. The marketing team is always the starting point for this. But the quality and quantity of FBAs can vary dramatically.
This is not a problem, as I am able to comb through the client’s internal documents, website, past campaigns, competitive intelligence, and other sources to round out the FBAs and make them truly valuable. It’s important work, and it’s interesting – but it does take some time.
Enter generative AI.
Generative AI allows me to do this same work, and get the same high-quality result, in less time. And it can do the same for you. Here’s how:
I create a brief that has the FBAs we’re starting with, along with other key marketing information and, most importantly, links to the client’s website, specific pages that discuss the product/service we’re selling, landing pages for competitive products, and any other sites that I think may be valuable.
Then instead of doing the research, analysis, synthesis, and organization myself, I ask the AI to do it.
Here’s a quick example.
I provided my AI this short list of 3 features with related benefits and advantages as part of the brief (details blurred for anonymity):
And in less than 60 seconds the AI came back with a list of 10 features with related benefits and advantages:
What the AI came up with:
- Some of these come directly from the FBAs in the brief – which is fine. Those should be included.
- Others are repurposed from information in the brief, but the information wasn’t specifically included on the FBA list.
- And then there are some that clearly come from the client’s website and landing pages – content that wasn’t in the brief, but that is relevant for an FBA analysis like this.
Could I have done this myself? Yes.
Could I have done this in less than a minute? No. No way.
That’s where the productivity comes in – using generative AI in this way saves me time and it can save your marketing teams time as well.
Do I still need to proof and edit this? Yes. Oh yes I do.
In a previous iteration of this analysis, done a few months ago, the AI hallucinated a bit – it added side dishes, desserts, meats, special offers, and other things to the analysis. I asked the AI to double check its work against the product page and then we revised it to get it right.
I had none of that this time – in fact, I was unsure of whether or not the meats each came with a different sauce and asked the AI to double check it. And it was correct – I was the one who was mistaken.
Even with the time to review, check, and edit, this is faster than doing it myself. And it sometimes surfaces FBAs that I had not initially thought of.
This is just one of the ways that I use AI to increase my productivity – and it’s one of the things I teach in my ‘Master AI for Marketing’ workshops.
I use a custom ‘Marketing Strategist’ GPT that I created to do this – we teach our workshop attendees to create their own custom marketing strategist GPTs as well.
So give this a try at home – or if you want to get up the learning curve faster, sign-up for one of my ‘Master AI for Marketing’ workshops.
The super early bird price is just $425 per person, which covers a total of 6 hours of training (Two 3-hour sessions on consecutive days).
Best of all, the workshops are online, live, interactive, and hands-on. There’s no need to leave your desk. And we limit each class to 6 attendees, so you get personal attention from me and my co-trainer, Tamara Gielen.
You’ll leave the workshop with 3 of your own custom GPTs that you’ve created as well as the start of a marketing campaign you can finish and launch.
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