How to Use Claude 2 AI + My AI Creative Brief Recipe to Align Your Messaging with Customer Segments

Full video transcript

Do you know who your customers are? Do you know who your primary customer segments are that are buying a product or service, and then do you know the additional segments of your audience that are out there buying for different reasons, or could be buying but aren’t because you’re not talking to them? Well, in this video I’m going to show you how you can use a simple copy-and-paste recipe that I call my creative brief recipe, that helps as a starting point to align your messaging, your brand, and your vision for speaking to customers in all sorts of different audience segments.

Now, again, the key with this recipe is that it is generating help with brainstorming, ideation, but also giving you ideas that you can take and go much deeper on. But if you’re serving just one or two different customers with a product or service, imagine if there were some things that you never considered and a perspective that you might not have seen before, but with the help of AI now you have.

So what I’m going to do is give you a demonstration, a real-world example, of how a company of mine, Side Hustle Games, used AI to help us with really narrowing down our customer focus for our party game for entrepreneurs called Side Hustle. Now, this game has been a great success with entrepreneurs, very easy to play, to have fun at game night, but we knew that there were other different segments that would likely be buying this, and for a number of different reasons. So I’m going to show you how you do that with, again, a simple copy-and-paste recipe.

So first and foremost, here’s the process. I’m going to show you how easy it is in Claude AI by Anthropic, which is my AI of choice for this recipe in particular. I’m going to start with a few key variables. One is my avatar, two is my niche, three is my product and service, and then four is additional context. And so let’s just say avatar for this game in particular is Side Hustle, so the avatar is going to be entrepreneurs.

Now the niche, let’s go with board games. This game is a board game. And product or service is going to put the name Side Hustle, the party game for entrepreneurs. All right, so I went and grabbed a blurb that I put together for this game beforehand. It’s a little bit more than 32 words, I think, but the point is that I’m really narrowing down my focus and giving it the key information.

So, Side Hustle is a board game designed to make your sides hurt with laughter while sparking your entrepreneurial creativity. Dive into a riot of fun with 240 cards, one die, four whiteboards, dry erase markers, and a two-minute sand timer, with sessions lasting anywhere between 15 and 45 minutes. Be prepared to be taken on a wild ride for your friends, family, or colleagues. And so whatever your product or service is, this is basic context that AI needs to know so it doesn’t think that Side Hustle is a game that’s giving you, let’s just say, actual real business structure and implementation ideas. It knows it’s a fun board game, so just basic context.

Okay, all right, so now that I’ve got the context, what I’m going to do is paste my creative brief recipe in here and simply select enter. Now this recipe is designed so that you don’t really have to make any additional modifications to it. What it’s going to help me do is identify the promise of the brand, the solution that I provide, who are the customer avatars, the segments of my market that I can serve, and how a Side Hustle solution fits them, along with what are some sales arguments. As you can see here, we’ve gone through promise, problem, and solution, and now our first audience, entrepreneurs, second audience, entrepreneurs and their audience, corporate professionals.

And so I’m looking at this, and I’m thinking the message in the marketing content speaking to each one of these segments of our audience is going to be different. A corporate professional is going to have different desires, different pain points, different wants for having fun on game night that Side Hustle is going to cater to versus a web entrepreneur or an entrepreneur. And so as you can see here, it’s coming up with these different target markets, it’s coming up with different phrases, ways that I can define my unique selling propositions, and again this is all stuff that’s really foundational for any product or any service that you’re going to be putting out there.

So you can identify what are all the key risks, the ways you can offer this product, how can you reduce the risk, what accessories, as you can see, expansion packs, t-shirts and swag, different bonuses, online community access, and then campaign ideas. So what are some ways that we can market this product? YouTube hosting livestreams, Instagram user-generated content, TikToks with funny skits, that’s great.

And so I’ve got all these ideas now that I can start and build from, and I can use AI to help me create all of this content too. But also, if I’m coming out with a campaign, I’m going to make sure that my content has a style guide, that I know what logos, what fonts, what color scheme I’m using, and AI is literally just giving me an idea of where I could start and base from. Now we’ve already got a lot of the color scheme and the fonts and stuff laid out, so I would just make edits after the fact to put this in.

But we also get down to the tone of voice now, where it’s, you know, based on what I’ve given it, saying Side Hustle is a fun, cheeky, and passionate brand voice, approaches entrepreneurship with a casual, tongue-in-cheek style, encourages creativity, doesn’t take itself too seriously, brand voice should energize people’s interpretation through human, lighthearted fun. That’s absolutely on point, I could tell you from experience playing this game.

But now here we go, we’re going a step further. Now that we’ve got our content brief, now that we’ve got our style guide and how the brand voice is coming out, well now, what quotes can we use, Instagram captions, video scripts, what kind of listicles can we use to generate different marketing materials that can educate these different audiences. I never would have really thought about “12 side hustle ideas perfect for introverts,” a really easy listicle article, and then say, hey, here’s a game for Side Hustle that you can play on game night.

And so that is how, with just a simple avatar, niche, and a primary goal or product or service with some context about your game, then let the recipe do the rest of the work. And now I can take this as fundamentally my blueprint that I can start from and now go deeper and deeper into each one of these audience segments, which I do have a recipe for, that’s called the buyer’s brief, which goes over even deeper. All three, if I were to go down the path of entrepreneurs and corporate professionals, I can now take this and go even a step further and start to identify their pains, fears, desires, what makes them take action, what are their big goals, and what are the pain points, the things that keep them up at night. But I’m going to be starting kind of blind if I don’t have a plan to base off of and build from, and that is exactly what this creative brief is for.

And that is how, in less than seven minutes, you can go from start to finish for a well-structured creative brief. They can act as the marketing roadmap for any product or service that you have to offer, for maybe a customer segment you’ve never considered before, or go deeper on the ones that you’re already serving. So hope you find that useful, and if you want to try running this creative brief for yourself, the link is probably somewhere around this video where you can go and get access to it and then start running it. I recommend Claude for this, you could also use ChatGPT, GPT-4, as well, but I find I’m getting really great responses here out of Claude. And as always, go ahead and like and subscribe to this video if you found it helpful and useful, and let me know in the comments when you go through and run this brief, how it’s working for you. All right, sound good? Sounds good.

Now, keep calm and AI on. Don’t forget to subscribe.