The Confident Entrepreneur With Jennifer Ann Johnson

Bright Ideas for Smarter Marketing with Amy Bright

• Jennifer Ann Johnson • Season 3 • Episode 2

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Ready to transform your marketing? Join us with Amy Bright from Amy Bright Creative as she shares timeless strategies for understanding your audience, effective segmentation, and using tools like MailChimp to maximize impact while minimizing waste.

Discover how consistent branding and email marketing can forge emotional connections, create lasting impressions, and boost conversions. We explore shifting from product features to user experiences, balancing visibility with audience overwhelm, and the power of adaptability.

Packed with actionable insights, this episode is your guide to building brighter brands. Don’t miss Amy’s expert tips!

Visit us at jenniferannjohnson.com and learn how Jennifer can help you build the life you dream of with her online academy, blog, one-on-one coaching, and a variety of other resources!

Jennifer Johnson:

Whether you're a seasoned CMO or a small business owner wearing multiple hats. Today we are going to talk about something that is so important to your business or your position within the company that you're in that you really have to listen. There is so much new noise out there, there's so many things happening and so many things changing in the marketing world that today I want to get back to the basics. I want to talk about things in the marketing world that are tried and true and they're never going to go out of style. That is so, so important. Today we're thrilled to have Amy Bright from Amy Bright Studio here with us, and she's owner of Amy Bright Creative and, and she represents a diverse skill set with experience and results generating brand development, marketing, advertising, account management, creative development, copywriting, public speaking. You kind of do a little bit of all of it, and I am so excited to have you on here because this is important stuff for small business owners and really anyone who has a business.

Amy Bright:

It's all the things realistically at the end of the day, Right, it may not be everything new and shiny, but it really encompasses all the things.

Jennifer Johnson:

Right, because it's kind of like an iPhone, right. Every time you go out and buy a new phone then all of a sudden they're like, oh, a new phone is out and you're already behind and it's probably not even been six months. Yes, and I thought my phone was already smart and it is.

Amy Bright:

It can get smarter, wow. And yet the basic core principles of the phone really don't change. We get new bells and whistles, but the essence of the phone, which is really a tiny computer that we hold in our hand, doesn't really change.

Jennifer Johnson:

And that's very true with marketing as well, because there are some really timeless aspects of marketing and I want you to share. I know we have a lot of them and we'll get to whatever we can get to, but let's talk about what is your number one on that list, Like what is most important.

Amy Bright:

And these are regardless of platform, regardless of channel, platform style. What have you of what you're putting out there? Number one always Audience, always First. Okay.

Jennifer Johnson:

Yep, what does that?

Amy Bright:

look like that, looks like doing research, that looks like getting to know the people to whom you're trying to appeal and creating messaging that's going to resonate with that audience or those multiple audiences.

Amy Bright:

So in my business, when I work with people on a brand, we really dive deep and get into some nonlinear thinking about different audience. Archetypes is the terminology I use. You know there's all different types of words that people use to describe that. I call them archetypes. Make the most sense for your brand and the way you're positioning your brand to really think about how are we going to communicate with those people? And then segmenting that audience also, because you can't speak the same way to a prospect that you would to somebody who's already purchased your product or service. So you kind of you know, market segmentation is a good idea with an audience, but getting a general feel for what that audience looks like talks like what do they do for fun? What colors appeal to them, what is the kind of messaging that resonates with them, what's their pain point? You know all the classic things that you've heard you can't ever hear them enough.

Jennifer Johnson:

Because you hear them, but if you don't put them into practice, what good are they?

Amy Bright:

That's right, and that's where a lot of people put the cart before the horse a lot of times and they're just oh, I just got to get a message out there. Well, yes, you do, that is true, but if you really want your message to resonate and convert into sales, there is some nuance to it that you need to shape.

Jennifer Johnson:

Right, because if you send it to somebody who already has your product, you're wasting resources. And the reason I say that is because I've been going through I use MailChimp and I've been going through my email use MailChimp and I've been using, going through my email list and seeing the people that respond, the people that never open it, all of that thing. You're wasting money on those contacts, right, or are you not? Yes, and no Interesting question to ask, I guess.

Amy Bright:

Email marketing in particular is one of those things that, since email was invented, has not gone away and will it go away eventually. Potentially, I think a lot of companies are turning more towards text messaging because, let's face it, we're much more in tuned with looking at our phone and answering a quick text or seeing some information on our phone. Then we are checking our myriad of emails. Now, that said, email marketing is still effective, even if you're going through. I do it too. I do this for a living, and yet I go into my email and there are plenty of email lists to which I've subscribed and I'm interested in what they have to say, but I can't read every single one. I just don't have time. So as I go through, you know on your phone and you know, tap all the circles or squares, or whatever your app uses, you're still seeing the brand name, so it's still recognition.

Jennifer Johnson:

You're still yes, yeah, in your brain.

Amy Bright:

Right. So I mean you know, do you open every single email? Do you respond to every single email? Do you follow the call to action in every email? Probably not, but it's a one more imprint on your mind, so Don't delete all those emails I mean you know, delete what you need to, but realistically don't yeah, don't stop sending just because somebody's not opening. I mean a better way to do that is maybe create its own space and start doing some messaging like oh, I see, are we breaking up good idea of me anymore I mean and make it really personal and compelling, because you I know your branding, it's very personal.

Jennifer Johnson:

That's a great idea, rather than just going in and delete, delete, delete because you've not opened an email for a year, right Put them in a different bucket?

Amy Bright:

Yeah, and if you don't, that's okay, we can break up, right? Just you know. Let me know we're going to break up by unsubscribing.

Jennifer Johnson:

But that's great messaging, because I'm talking to you, I'm having a conversation with you, I'm not just that's right Treating you like an inbox.

Amy Bright:

Right, I'm treating you like a human, and that's really the essence of knowing your audience is remembering I don't care what you're selling. It's a widget, it's a service, it's whatever you're selling. At the end of the day, you are a human and you are positioning your product for another human. We cannot get away from that. People buy from people. People buy from people. People want a relationship with other people. They want relationships with brands. We are relationally oriented humans.

Jennifer Johnson:

It doesn't matter, no matter what.

Amy Bright:

Until the robots take over. That's going to be the case.

Jennifer Johnson:

Now, now robots. We can't talk about those robots, Okay, so audience appeal always. What's another tried and true?

Amy Bright:

Positioning your brand in such a way that that particular audience, whichever archetype to whom you're speaking, is clear on the value of what you bring to the table. And typically what that boils down to is A is it worth the money for their need? And again you're really tuning into what that audience's pain points and needs are. And when you can fulfill a need for another person, that's when you know you're going to have some longevity with whatever it is you're offering, and a quote by Leo Burnett, who is one of my.

Amy Bright:

he's been deceased for many years but he's still one of my mentors. He says don't tell me how good you make it, tell me how good it makes me when I use it. That's the kind of messaging that resonates with people. It's not. You know, look at this new thing that I'm doing. Look at my new service. Look at my new widget? No, it's. When you use this widget, you will feel.

Jennifer Johnson:

I love that You're right.

Amy Bright:

And that's what really gets people to sell.

Jennifer Johnson:

Do you think that's one of the biggest mistakes that businesses make when they're doing marketing? Is that particular point right there, making it all about them instead of all about their customer?

Amy Bright:

I do see that a lot. Yes, and it's only natural because you're excited about what you're putting out there. But when you focus on the need or the solution that you are providing, you're going to see much, much higher conversion rates. Sure, you have to tell them how good your product is, of course, that's effectively what marketing is. But when you really take that and make the rubber meet the road for the person oh, now you're talking- and I know what you mean, because, even like with the conversation we were just having, are we breaking up?

Amy Bright:

Exactly. Ooh, I'd hit a note.

Jennifer Johnson:

Right, you know, wait a second. Oh, I mean, it made me.

Amy Bright:

pay attention, it is.

Jennifer Johnson:

And it's a clear message that I'm sending to you.

Amy Bright:

And it invites an answer, a yes or no. It invites a very definitive answer. So the call to action and messaging like that is you know it's okay, click to unsubscribe and that's it. You know what I mean. Just make it easy for them and you know that's another um, I'm trying to look at my list here to go, so now everybody that's on my list.

Jennifer Johnson:

Just an FYI you may be getting an email from me in the few next few weeks Are we breaking up, so you better go on and check your emails before I send you that.

Amy Bright:

There you go, boom.

Amy Bright:

What's what's another one? Uh, I'm going to go down my list because that makes it simple. Consistency in your messaging, in your tone, similar to a personality. If you meet somebody and the first time you meet them, oh, they seem really warm and friendly and you just really want to get to know them better and you can't wait until you're at the same event again in the future and you can get to know them a little bit better. Or perhaps you invite them to coffee and then the second time you meet they're odd and standoffish, or they're talking about, you know, trying to sell you something, or you've lost the relational thing that you had the beginning.

Amy Bright:

It's your number. Your communication is inconsistent. The same thing happens with brands and companies. They, a lot of times we'll have this very compelling messaging in their early marketing and then the rubber doesn't meet the road consistently with all of their messaging across the board, and I'm talking everything from sales messaging to the tone of voice that you use in your emails. All of that really matters to people because, again, it's about emotion and psychology.

Jennifer Johnson:

Really, at the end of the day, and I have had times where all their messaging that they give you is wonderful and then you physically go and visit their business and it's either the employees, the owner, whoever it is, is not how they positioned themselves to me, the audience, it's completely different. It sounded like I wanted to be there and then, when I got there, I'm like I want to lead.

Amy Bright:

Yeah, yeah. That all goes back to core values, mission, vision for the company and that's getting into sort of another realm. But it all matters is that that messaging is not only external, it has to be internal with your new organization too.

Amy Bright:

Everyone needs to be trained, not just the people who are labeled as salespeople, the entire organization. Because, at the end of the day, it doesn't matter if you're the accountant in the cubicle. You're at a party, you're talking to somebody, you're in sales, You're still representing the brand. Everybody is in sales at the end of the day or marketing.

Jennifer Johnson:

Now you talk about consistency of the brand message way or marketing. Now you talk about consistency of the brand message. What about consistency of the actual process of, let's say, it's social media or let's say it's emails, the consistency of actually carrying out whatever that message is, because it has to be delivered in some way, whether it's sending an email or it's putting it on the radio or TV commercial or it's social media, it's something right. What about the consistency there as far as how many times you do something?

Amy Bright:

and not do something. Frequency yes, Well, a classic adage in advertising is reach and frequency. Now you could look at reach and many, many publications and media outlets and channels. Look at reach as hit as many people as you can, everywhere you possibly. Can I approach things a little bit differently. Sure, that level of reach is good, but when you reach people, uh.

Amy Bright:

David Ogilvie is another one of my sort of mentors another deceased guy who was in the marketing world yes, a legend from years ago but he said that don't count the people you reach, reach the people who count. So reach and frequency, though, are two absolutes in all marketing and advertising when you reach the right people, the right amount of times. That's frequency, which, what is the right amount of time? It really depends. It's a very nuanced answer. Generally speaking, human psychology tells us that roughly eight times of a message is when you really begin to remember it. Okay, and there are many brands out there who consistently put out branding and marketing messages that we've seen over and over again. It might be a product we already use, but they like we don't have to name any of them.

Jennifer Johnson:

There's one that I can't get the commercial out of my head. It's on TV all the time.

Amy Bright:

And to me. You know, in terms of frequency, that can be across channels. It doesn't always have to be one channel or one social media outlet. The days of and I've never agreed with this, I've never agreed with the days of where did you hear about us? Check one box, check one box. No, I should be hearing about you everywhere I go. So you know, and that's a. It is a way to measure which channels are working the best for you to bring in clientele. However, if somebody says, well, I've only ever seen you on Facebook, really, wow, you never saw my billboard?

Jennifer Johnson:

You never.

Amy Bright:

You know, you never read that article that was written about me and Forbes, or you know what I mean. You, wow, really only Facebook, that's. That's hard to believe.

Jennifer Johnson:

Right, so people don't ever remember.

Amy Bright:

That's right, and so it's better that they don't. That they're just like I can't get away from you, right, your message is everywhere. That's ideal case scenario, right, but that takes budget.

Jennifer Johnson:

Okay, right, of course it does, and I I got us off track, but I really wanted to know because I was I think of consistency, you know, in brand messaging, but then I wanted to know about the other piece of it. That I think of consistency in brand messaging, but then I wanted to know about the other piece of it that, I think, is really important.

Amy Bright:

Yeah, and I mean you don't want to oversaturate. There are plenty of brands who oversaturate and then some people would say, well, can you really oversaturate? Because if it's indelibly printed in your brain, because you've seen, the messaging or heard the messaging so many times that you're like you want to change the channel or go to a different media source because you're just tired of the advertising. So what, At least you remembered you can't get it off your mind.

Jennifer Johnson:

And before we move on to the next topic, something just popped into my head about, you know, marketing too much to somebody. And I go immediately to emails, because I remember back in the day being scared to oh my gosh, if I send them more than one email a week, oh my gosh, they're going to unsubscribe. And uh, you know all this and that and now I'm like I really don't care. I'm, you know, I mean not that I don't care, but if they don't want our messages they'll unsubscribe. What's your take on that?

Amy Bright:

That is the law and that is how it works. We have to. Any unscrupulous marketer who doesn't put an unsubscribe option is breaking the law.

Jennifer Johnson:

Right, you have to. You really do Just like text messaging.

Amy Bright:

That's right, right, there has to be a way to get out easily. Now some companies make it harder than others.

Jennifer Johnson:

You can't even see it, or it's on another page. You're like where is that? You hit something and it goes to somewhere else, right, or it?

Amy Bright:

clicks into like which email list do you want? I just want it's slightly more complicated, but it's still easy to do for the user. So I'm sorry. What was your original question?

Jennifer Johnson:

The question was how many times is too many times to send emails to customers, or does it not matter?

Amy Bright:

Again, there is no hard and fast rule. When you see, you have to watch your numbers and that's something that in digital marketing, especially any type of digital marketing, it is never intended to be set it and forget it. You've got to watch your numbers, you've got to keep an eye on the data, and when you see the data shifting, people aren't opening as much, they're not responding to the call to action. Oh, maybe I've oversaturated, so you can pull back a little bit and then you can speed up again, and then you can segment and there's like all sorts.

Amy Bright:

Yes, it's never intended to be just. Oh, that's my email list. Blast, blast, blast blast.

Jennifer Johnson:

What about your next point? We just kind of keep going down the list because it keeps unearthing other questions and then I have more questions on top of that.

Amy Bright:

Well, we kind of talked about the psychology, the emotion of marketing and, at the end of the day, that's really what it's all about is, unless you're trying to sell something that people just literally don't need, they're probably not going to buy it if they don't need it. But if you hit the chord of wow, this is an issue that I've been having oh my gosh, this looks like a solution. Wow, I'm really interested in this, then you've begun. What I call the five points of light for a bright and shiny brand is. Number one is awareness, and if you think of a star, a five point star at the top of the star is awareness. In my opinion, that's where branding comes in and messaging. If you want someone to buy whatever it is you're selling, they have to know you exist, and so people say, oh, that's just seems like a waste of money, you know? I well no, because you've got to let people know that you are there.

Jennifer Johnson:

Right that you're available. You can hang a shingle outside your house all days of the week and if you're not telling someone, that's right.

Amy Bright:

It's kind of like dating, I mean if you're in the market to meet a life partner and you never go anywhere and you never let people know you're available, you're probably going to remain single the rest of your life.

Jennifer Johnson:

Finding that man right Well exactly so.

Amy Bright:

It's the same principle is creating awareness, and that's how you start building the emotional connection with your audience or audiences, and once you get to know them, you know you have your are people that are indicating interest in what I have to offer, and so that's curiosity. Now is the second point of the star. So if you go around the star, let's finish the star. So top of the star is awareness, and then, if you go clockwise, the second point on the star is curiosity. The third point on the star is interest.

Jennifer Johnson:

So you're basically walking them through a customer. Is this like a customer?

Amy Bright:

journey, a funnel, a channel, yes, like a sales funnel basically, and this is any relationship really.

Jennifer Johnson:

Absolutely.

Amy Bright:

This could be like human dating it could be marketing.

Jennifer Johnson:

You're getting dating advice today already as well.

Amy Bright:

And then the fourth point on the star is conversion, that's sales. That's where the rubber meets the road and they make a decision and then from there you want to stay consistent in loyalty messaging and thank yous, and we really appreciate your business. Look at this cool new thing we just unleashed. Or it's time to refill, or gee, are you getting bored?

Jennifer Johnson:

We've got a new design, or whatever the message might be to maintain your customer base and keep them buying consistently. I think a lot of businesses I don't know. I mean hiring a professional to help you with this is always a good thing, because you have all this stuff happening in your business and then you have to figure out how you're going to keep your customers aware and curious and you could lose. There's so many points that you could lose them if you don't keep at this constantly right and that goes with your consistency.

Amy Bright:

Yes, yes, and so for somebody who's an entrepreneur or a solopreneur, especially and they're trying to do everything pretty much themselves or they have a small staff, but marketing is not their primary business. You know, there are plenty of marketing professionals in the world. You can, you know, walk outside right now and throw a pebble and you're probably going to bump into one, right Right. There are locally, locally owned businesses who can help. There are individuals who do freelance work who can help, and there are people all over the world who can help.

Amy Bright:

And so and the price is really based on many factors that you know what can you afford. You know what kind of quality work are you going to get that type of thing. So, yes, getting help matters so that you can run your business. What I tell people is like you do what you're good at and let me do what I'm good at, and the two will always communicate. But you focus on being a health and wellness expert. That's what you do best.

Amy Bright:

Let me handle the rest and we communicate about how to communicate with your audience the best.

Jennifer Johnson:

Staying in your lane doing what you're good at, hiring for what you're not going to try to give you a chiropractic adjustment. Can I have some Botox please, or?

Amy Bright:

put any needles in your skin. That's on you, right.

Jennifer Johnson:

But I just, I just thought of that, because there's so many spots that you have to make sure that you keep that star turning. Yeah, right, you got to keep it in the galaxy moving, yeah, going, moving.

Amy Bright:

Yeah, because as you're trying to maintain loyalty with your existing base, you're also trying to pull in new clientele Right, and the two work hand in hand and it's just an ongoing cycle that should never end.

Jennifer Johnson:

And that leads me to another point the call to action. Is that one area where you really see people sometimes forget.

Amy Bright:

Yes and no. I think it's a principle that everybody understands on a very rudimentary level, but you can get creative with your call to action and it's not necessarily just learn more If you really try to get them to purchase or sign up for something, to give you something instead of making it a one-way conversation. When you've invited them in. Seth Godin has a book from years and years ago called Permission Marketing.

Amy Bright:

It's one of the classics, and I'm saying that I'm like, oh my gosh, was that Seth Godin? Yes, it was Um. Just talking about when people give you permission to communicate with them by a way of giving their email address or providing their their smartphone number for text messaging. That's a privilege. It is, and you need to handle it properly. So once you have permission these people have already indicated interest Don't be afraid to say here's how you can get yours. There's nothing wrong with that, and so I do think some people misconstrue that that it always has to be learn more go to our website to read stuff.

Amy Bright:

If they've already demonstrated that there's something there for them, then really tune into what that is and see if they want to buy it.

Jennifer Johnson:

Sure, there's nothing wrong with that, and sometimes people need to be told what they need to do next.

Amy Bright:

Oh, very much so.

Jennifer Johnson:

They're like well delete. But, if you say shop now or whatever, you're telling them.

Amy Bright:

Yes, clear, concise. This is how you get the thing that you've shown you're interested in Boom, you know that'd make it easy. And there are many systems. That's a whole other conversation for another day. But there are so many point of sale systems online that are just overcomplicated, too many things to click. I know of several local businesses that I've seen where I'm like ooh, I don't know, and I do this. So I know where to look. I'm like I don't know what to do. I wish they'd made it easier.

Amy Bright:

I wish they had really thought of me.

Jennifer Johnson:

Of course, but there, that goes back to clear call to action Exactly. Exactly so. Credibility and trust, that's a huge one, because nobody's going to buy from you if they don't trust you.

Amy Bright:

Yes, One of the clearest paths to developing trust with an audience that doesn't really know you yet is by using testimonials and actual feedback from real customers. I mean, think about how many times you go to a brand and you I don't know about you. But I look at the reviews and I want to see a couple that are super positive, because I question when it's like 100% positive and you want to see how they responded to them.

Jennifer Johnson:

I would imagine right, you got it.

Amy Bright:

I was going to go down that rabbit hole a little bit, because I have experienced clients who get very defensive when there is a comment or feedback that wasn't very positive and they take the opportunity to kind of, oh, I'll show you.

Jennifer Johnson:

Oh, no, no, no, exactly.

Amy Bright:

So what I try to share with people is you're not so much responding to the concern, we won't call it a negative comment, we'll just call it the concern. We won't call it a negative comment, we'll just call it a concern. You're not necessarily responding to the concern only for the person who voiced the concern, you're doing it for all the other people who are going to read it.

Amy Bright:

It's in public, so that's what you need to think about is be solution oriented, especially for the person who demonstrated the concern. But then all the other people who are watching oh, I wonder how they're going to handle that. That shows a lot about your character.

Jennifer Johnson:

It sure does, and then you can take it the next step. Take that back to your team and, if it was truly something that was a pain point and something that was broken in your system, train on it.

Amy Bright:

Yes, and have everybody understand. Here's where the concern came from. We understand, we've we've addressed the, the root issue, and here's how we're going to handle it. If you run into this again, here's how we would like you to handle it. Yes, run into this again, here's how we would like you to handle it. Yes, so that there again you've gone back to the core values of the company, the mission of the company, the brand messaging of the company. So it's all consistent.

Jennifer Johnson:

Sure, you know. Interestingly enough, I've had clients who have, on the coaching side of this, they have gone on to competitors' websites or not their websites, but competitors' Google reviews and saw the areas where they were lacking.

Amy Bright:

Interesting Sure. That's great research.

Jennifer Johnson:

And then played to that oh well, they're really bad at XYZ. We're going to strive to be really good at XYZ. Yes, why not? So it could be research as well.

Amy Bright:

Totally, and knowing your competition is hugely critical to understand who else is playing in the field that you're playing in, how they're going about it, the type of customers they're reaching, the keywords they're using all that stuff.

Jennifer Johnson:

So next up is quality content, and this is interesting. I'm going to see if you bring something into the conversation, and if you don't, I'm going to because I have a burning question. So what is it about quality content? That's a tried and true.

Amy Bright:

Well, in terms of quality. Quality is in the eyes of the beholder a lot of times, and this is where a professional can really come in and assist, Because if you're, for instance, a boutique brand and I don't necessarily mean a boutique in which you shop- for dresses and shoes.

Amy Bright:

I mean a boutique brand, meaning it's a very niche audience and a smaller business, and you're really, you know, have a very personal relationship with your clientele. That could be any type of business. When you have that type of business, everything you put out there has to bespeak that message. And so if you have fuzzy graphics or photos that aren't well taken or what have you, and you're trying to appeal to a boutique oriented crowd who's used to seeing and experiencing very high quality clothing fixtures, you know their whole life is high quality and what you're putting out as sort of less than you're never going to get those people to follow your brand.

Amy Bright:

So to me and it's not always and quality content could mean, if you're a brand that's not super fussy or bougie, then there's messaging for that too. It's just being consistent.

Jennifer Johnson:

So where I'm going to go with this is. What's your burning question my burning question is is it okay and I know we're talking about tried and true, but we have to discuss this because this is something that's part of our lives now and it's going to be part of our lives for probably forever. Oh, I think I know where you're going. I'm sure you do Using AI. You knew I was going there using AI to create that quality content. What's your feelings on that?

Amy Bright:

Only my feelings. Tons of opinions out there. My opinion and the analogy that I use with AI is, it is the lowest cost employee that you have as a content assistant. That doesn't mean it doesn't need to be managed or corrected or edited or reviewed. We don't just dump information into AI and then regurgitate it. In my opinion Now some people are doing that. They are Very much so. I mean you see it everywhere.

Jennifer Johnson:

And there's no shame in it.

Amy Bright:

There really isn't, and you're seeing a lot of the chatbots that have been around for years for help with various brands those have been using AI for years, it's just we're more aware of it now. So, in terms of creating content that's going to resonate with your audience, what did we say early on? We are humans communicating with humans. If you give a language model permission to connect with a human, it's a language model, it's not a human. So you've got to have human intervention with AI. In my opinion, sure, and there's an excellent. Please don't ask me her name, forgive me, professor. I can see your face, christine. I want to say I could find the information if you want to put it in your show notes I don't know.

Amy Bright:

She's from Florida Gulf Coast University. She teaches about AI, and something that she said in a panel discussion that I heard her speak with or speak on was that AI plus human interaction is a must. I 100% agree. So to answer, I'm not sure what the question is exactly how do you use AI?

Jennifer Johnson:

I'm not sure what the question is exactly how do you use AI, is it you know? In your opinion, can you use AI to create quality content? And it sounds like yes, but human interaction yes.

Amy Bright:

I don't think it's a. I mean, is it a good starter? It's an option for a starter. Now, plenty of people like myself were just constantly thinking of creative ways to communicate and I'm a word constantly thinking of creative ways to communicate, and I'm a word nerd, so I love to write. So it was very hard for me to embrace an AI language model. To be really honest with you, I was insulted. How dare you? Of course, I'm a writer. Who do you think? You are robot? But sometimes you know, if I'm working with one client who's very much in this realm and I'm like, oh gosh, I need to do that project for this client Right, so I've got to shift gears pretty quickly and efficiently.

Amy Bright:

Sometimes a language model can be really useful to to help me shift gears. Now does that mean that I'm just going to, you know, use whatever AI system I'm using tells me to use Heck? No, that's not what I do. That's not why people are paying me. They're paying me for what's between my ears, so, but it is sometimes a good beginner, a recipe starter, sure, maybe think of it that way, like an outline.

Jennifer Johnson:

I think so.

Amy Bright:

You can use it for an outline.

Jennifer Johnson:

Adaptability.

Amy Bright:

So things are always going to be changing and, as I mentioned before, like the AI. Yes, exactly.

Jennifer Johnson:

And.

Amy Bright:

AI is only going to become more and more intuitive, which is sort of terrifying, right, and yet also could be very helpful for a lot of people to save time. I just had a conversation, and yet also could be very helpful for a lot of people to save time. I just had a conversation sidebar yesterday with a friend of mine who is in the teaching realm. She's a teacher and they're using AI.

Amy Bright:

You know she'll take information from the textbook, for instance, or the material that they're studying in class and she's teaching middle school, so these are older kids and she'll take the information that they're studying and take it into an AI system, a language model, and then ask it to create a quiz and say give me five questions geared towards this age group. That helps inculcate this material into their little brains and boom it does it Like that.

Amy Bright:

So you know, that's a great starting point. But what she said to me is but you know, sometimes I really don't like the questions it comes up with. So I'm like is this really saving me time, because now I have to go back and go? Oh, I got to readjust that question or rewrite that one. I was like, yeah, but at least it got your brain going Right.

Jennifer Johnson:

A starter.

Amy Bright:

Yeah, so again, nothing digital is intended to be. Set it and forget it, whether it's AI generated or human generated. Watching the numbers, watching the results and being adaptable to yes, new trends that are going on and trying this and trying that. There's nothing wrong with that. That's the whole principle behind can't talk today, behind A-B testing which I'm sure you've seen in, especially with email marketing. Okay, which subject line resonated with my audience?

Jennifer Johnson:

This is kind of leading into our next point. So that's adaptability.

Amy Bright:

I guess Just realizing that all marketing is nuanced and we have to pivot and adjust accordingly, Right?

Jennifer Johnson:

And it goes into the next point, which is measuring it. Because if you're doing it and you just keep doing it, whether you don't know if it works or not, you're wasting money. All of that right.

Amy Bright:

Or to your point when you see that XYZ methodology is not quite getting the numbers that you want, getting the numbers that you want, then you adapt, you change, you reconfigure and then you see what happens. And it takes time and this is something that a lot of people don't want to realize is that it takes time. Everything Things take time.

Jennifer Johnson:

TTT and, like you said, it's not fix it and forget it. It's not a crock pot, for goodness sakes.

Amy Bright:

Right, and so you know. I had a client one time ask me well, if you create my website, how many hits per month can you guarantee? And I said you know what? I'm probably not your vendor because I'm not going to play that game. I don't really. That has a lot to do with your operational functioning, which I have nothing to do with. That has a lot to do with your messaging. It has a lot to do with your competition. There are no guarantees in marketing. It's really. There are core principles but you have to be willing to adjust and adapt based on the results.

Jennifer Johnson:

That you're getting.

Amy Bright:

Exactly.

Jennifer Johnson:

And then, finally, word of mouth and referrals, so important.

Amy Bright:

Yes, all of the things I mentioned on the points of the star all. The overarching theme to all of that is creating advocates for your brand. Okay, so when you create the right level of awareness, oh that that company is going to solve my problem. Great, now I'm curious. I want to learn more. I'm going to really start paying more attention to your advertising, to your messaging. I might read a few blogs. I might go on your website. I'm curious, right. I kind of like this. Then I get really interested to where I'm like.

Amy Bright:

okay, I think I might buy a starter kit or whatever the offer is. I'll give that a try, I'll dip my toe in that. And then you get the product and you say, oh my gosh, I love this. Then you're buying and you become loyal.

Amy Bright:

Guess what else you're doing at the same time. Oh my gosh, have you heard about this product? You meet somebody who maybe visibly presents the same issue you have, whether it's a hair product or a skin product, or you know, that's just the way they dress, or you know, or sometimes it's less obvious, like wow, what are you doing? You know you're. You seem so much more, you know, whatever happy lately, what's going on? Oh, I found this great online therapy resource or whatever.

Amy Bright:

You're gonna tell people about it, you're going to build community for that brand, and so all of those activities encourage word of mouth advertising.

Jennifer Johnson:

Raving fans, raving fans.

Amy Bright:

Yeah, or just have you heard about, exactly? They don't even have to be a raving fan, they could be at the curiosity level. Oh my gosh, I'm having the same issue, or I have the same interest. Have you heard? I just saw this ad. You're right, exactly. Have you seen that ad? Oh, no, well, let's look it up.

Jennifer Johnson:

I mean, it could be to that point too. It doesn't have to be all the way to the end Right, yeah, you have really left us some with some really tried and true. Just basic, but very, very powerful and important tips with regard to marketing.

Amy Bright:

I hope so.

Jennifer Johnson:

I believe that our audience is going to get great value from this, because it's they're really tried and true practices, certainly, and that's the goal.

Amy Bright:

Absolutely To give value to your audience.

Jennifer Johnson:

Absolutely, Amy. If our listeners would like to get in touch with you, how can they do so?

Amy Bright:

Very easy. Amybrightcreativecom is my website. You can book a call. You can just contact me. It's very simple. So bright is B-R-I-G-H-T.

Jennifer Johnson:

Fabulous and I build bright brands. You build bright brands B-B-B, b-b-b. Build bright brands. Thank you again so much for being.

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