George Bush kept a room full of 3×5 cards his whole life.
Every time he met someone…
…he started a card with the name, details, whatever he could find out.
And before any event, he’d pull the cards for whoever was going to be there and refresh his memory.
That was Bush’s entire business.
His whole life was getting elected and raising money – so he understood (better than most marketers) that the more you know about a person…
The more effectively you can sell to them.
Research is crucial – which is why I was so happy to see this article in the Wall Street Journal:
“Can AI Replace Humans for Market Research?”
YES!
ABSOLUTELY!
DO IT!
OUTSOURCE ALL YOUR MARKET RESEARCH TO A CHATBOT — YOU’LL SAVE SO MUCH TIME AND MAKE SO MUCH EXTRA MONEY!
I FULLY ENDORSE THIS MESSAGE!
BYE!
…
…
…
…
*ahem*
Ok, so I’m just trying to additionally weaken the competition with some of the above.
After all…
“Never interrupt your opponent while he is making a mistake.”
(Per Napoleon.)
Why do I consider it one?
Because research is perhaps the LAST field you should outsource to a chatbot.
(That and customer service – perhaps I’ll write about sometime in the future…)
Knowing thy market at an intimate, personal and human level is more important than any slick persuasion tactic/close technique or trick.
And you get that by interacting directly with your market.
Not a sycophantic robot spitting back what could very likely be lies, fantasy/hallucinations and/or outright BS.
This kind of stuff can also bring heaps of legal trouble to your doorstep.
(That instance of a lawyer using a completely made-up court case for her defence springs to mind.)
In a world where the amount of content, maturation of markets, and general consensus of knowledge is speeding up…
…using the exact same tool for research as the others do…
…leads you to ultimately market in the same way others do.
So how exactly does that help you stand out in a cutthroat industry?
This is why a conversation at the gym will always be more valuable intel than anything the Borg spits out.
But:
Maybe you don’t think so?
Maybe you think so-called generative AI is going to help you deal better with human beings?
If so…
You probably have an Al girlfriend already.
And nothing I say will change your mind.
Enjoy your honeymoon, I guess.
Myself and the few Email Storysellers ‘round these parts won’t be having any of it.
[Part of this email’s content has been removed from this Email Echoes version of it.]
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