“Generative AI promised to relieve humans of the tedious, mechanical work — freeing them to be more strategic, more creative, more human.
“The reality? We’ve wrapped our rationalizations around this new concept called “humans in the loop.”
“This often means marketers are demoted to glorified spellcheckers and fact-checkers for machine output. Not creators. Not strategists. Just custodians of content they never had a hand in shaping.
Perhaps Rose’s thoughts are wishful thinking on the part of carbon-based marketers.
But if the “humans in the loop” thought persists…isn’t everyone using the same undifferentiated loop? When everyone yells “we use AI,” no one is differentiated. And no, it makes no difference with AI flavor of the week you’re using, since they all train on data. Human data.
And if the humans at all the companies are imprisoned by their identical loops…who has the competitive advantage? No one.
Except for those that use humans…especially humans who have been around for a while and remember this. If you don’t have a full five minutes, skip right to the three-minute mark.
Continuing going through the points of my September 4 post and its analysis from Google Gemini. Here’s a small portion of it:
Here is a list of psychographic characteristics of your most likely buyer, the marketing leader at an identity, biometrics, or technology firm. These characteristics go beyond simple demographics and aim to uncover their motivations, challenges, and attitudes….
Seeking Strategic Partnership: While they need a service provider, they are really looking for a partner who can provide fresh, objective insights and strategic thinking. They value an external perspective that isn’t clouded by internal biases or politics.
For my part, I hunger for these strategic partnerships.
It’s one thing to get a topic for a blog post, write it, and throw it over the fence. You can get someone on Upwork to do that, or you can get a bot to do that.
It’s another thing entirely to take a step back, ask questions about your company and product/service, then figure out what you need. That’s the fun stuff.
But why should you consider Bredemarket as a strategic partner?
Technology product marketing expert. Imagen 4.
Because I’ve been there: as a technology product marketing expert, I’ve created strategy and tactics to market technical products for over 20 B2B/B2G companies and consulting clients.
Let’s hold a (free) conversation. I can tell you about me, you can tell me about you, and we can figure out what you need and how we can best work together.
Continuing going through the points of my September 4 post and its analysis from Google Gemini. Here’s a small portion of it:
Here is a list of psychographic characteristics of your most likely buyer, the marketing leader at an identity, biometrics, or technology firm. These characteristics go beyond simple demographics and aim to uncover their motivations, challenges, and attitudes….
Driven by Urgency: They are often facing deadlines and a “need it yesterday” mentality. They have projects to complete, campaigns to launch, and are looking for a reliable partner who can jump in and deliver high-quality work quickly and efficiently.
One observation: if you are driven by urgency, then you are a rare breed. Too many of my conversations sound like this:
Me: When do you want this?
CMO: As soon as possible.
Me: Good, can we meet at 7:00 am Pacific tomorrow to set up the parameters?
CMO: Maybe the week after next, if I don’t have any conflicts.
I promise you that I can meet your urgency. As I like to say, I ask, then I act.
I ask, then I act.
Once we’ve “set up the parameters,” I can run with them and create something for you. Short material in three days or less, longer material in seven days or less.
And then you provide your feedback in the same timeframe. Since you’re driven by urgency, I won’t have to wait a month of two for your comments.
Now let’s measure your drive for urgency. Are you going to schedule a free meeting with me this afternoon, or are you going to schedule it right now?
Continuing going through the points of my September 4 post and its analysis from Google Gemini. Here’s a small portion of it:
Here is a list of psychographic characteristics of your most likely buyer, the marketing leader at an identity, biometrics, or technology firm. These characteristics go beyond simple demographics and aim to uncover their motivations, challenges, and attitudes….
Aspirational: They want to be seen as innovative and forward-thinking within their company and the industry. They are looking for solutions that will help them gain a competitive edge and establish their firm as a leader in its field.
This is critical. Let’s face it, firms end up sounding the same with no differentiation between them. The identity firms all talk about trust, and all the firms talk about AI as if it were a strategy rather than a tool.
If you want to lead the industry, you have to proclaim what sets you apart. To put it bluntly, you have to say WHY (the first of my seven questions) your company is so great, and why every other company sucks.
If you can’t say that, then why should anyone buy your product or service?
If you need help in figuring out what to say, talk to me.
Here is a list of psychographic characteristics of your most likely buyer, the marketing leader at an identity, biometrics, or technology firm. These characteristics go beyond simple demographics and aim to uncover their motivations, challenges, and attitudes.
Career-Driven and Results-Oriented: They are primarily motivated by professional success. They need to demonstrate a positive ROI on their marketing budget and show tangible results in the form of lead generation, increased brand awareness, or successful product launches.
There are many more, but I’ll just deal with this one.
If you’re a marketing leader who needs to show tangible results, then how can Bredemarket help you?
Goals.
Whether you have general goals (“goals” is one of my seven questions) or specific key results, Bredemarket can tailor its services to help you achieve them.
And if you DON’T have specific goals or key results, we can create some meaningful ones together.
How do you measure lead generation?
How do you measure brand awareness?
How do you measure the “success” of a product launch?
I’ve been interested in brand archetypes for years. You’ll recall my first post on the topic, after which I used Kaye Putnam’s quiz to determine my archetypes: primarily Sage, with some others.
Sage, Explorer, Royalty, Entertainer.
This morning I attended a webinar, sponsored by Verizon and under the auspices of SCORE and BizHuub, on the topic of budget-friendly branding. It was presented by Warrick and Takicha Roundtree.
After some preliminary discussions, the Roundtrees focused on the topic of the 12 brand archetypes. They then encouraged us to explore our brand archetypes, with the help of our favorite generative AI tool.
The first prompt, and the response
I am Bredemarket. I offer marketing and writing services (content, proposal, analysis) to identity, biometrics, and technology firms. I sell these services to marketing leaders at these firms. Give me a list of psychographic characteristics of my most likely buyer.
Here is a list of psychographic characteristics of your most likely buyer, the marketing leader at an identity, biometrics, or technology firm. These characteristics go beyond simple demographics and aim to uncover their motivations, challenges, and attitudes.
Core Motivations and Goals
Career-Driven and Results-Oriented: They are primarily motivated by professional success. They need to demonstrate a positive ROI on their marketing budget and show tangible results in the form of lead generation, increased brand awareness, or successful product launches.
Aspirational: They want to be seen as innovative and forward-thinking within their company and the industry. They are looking for solutions that will help them gain a competitive edge and establish their firm as a leader in its field.
Driven by Urgency: They are often facing deadlines and a “need it yesterday” mentality. They have projects to complete, campaigns to launch, and are looking for a reliable partner who can jump in and deliver high-quality work quickly and efficiently.
Seeking Strategic Partnership: While they need a service provider, they are really looking for a partner who can provide fresh, objective insights and strategic thinking. They value an external perspective that isn’t clouded by internal biases or politics.
Challenges and Pain Points
Overwhelmed and Under-Resourced: They are likely managing a lean team and a multitude of responsibilities, from content creation to campaign management and analytics. They may not have the in-house expertise or bandwidth for every project, especially specialized ones like proposal writing or complex analysis.
Need for Specialized Expertise: They are acutely aware that their firm’s technology is complex and niche. They need a writer and marketer who can understand the technical nuances of identity and biometrics and translate them into compelling, clear, and trustworthy content for a B2B audience.
Information and Privacy Concerns: The identity and biometrics space is sensitive. They are concerned with navigating complex issues like data privacy regulations, ethical considerations, and public perception. They need content that addresses these concerns and builds trust with their audience.
Difficulty Demonstrating Value: They struggle to effectively communicate the value of their complex, often-invisible, technology to different stakeholders, from technical users to C-suite executives.
Attitudes and Behaviors
Risk-Averse (to a point): While they want to innovate, they are also responsible for their budget and brand reputation. They will seek out a provider with a proven track record, relevant case studies, and a clear understanding of their industry.
Values Efficiency: They appreciate a streamlined, no-fuss process. They don’t have time for extensive hand-holding or for a provider who needs a lot of training on the basics of their industry.
Prefers a Collaborative Approach: They don’t want to simply hand over a task. They want a partner who will engage in a dialogue, provide strategic recommendations, and work with their team to achieve a shared vision.
Values Trust and Reliability: Given the sensitive nature of their business, they need to feel completely confident that their partner is stable, consistent, and committed to the project. They value a partner who is responsive and transparent in their operations.
The second prompt, and the response
Which of the 12 brand archetypes would appeal to my customers?
Based on the psychographic characteristics of your target customer—the marketing leader at a technology, biometrics, or identity firm—several brand archetypes would likely resonate most strongly.
The key is to choose an archetype that speaks to their professional motivations, pain points, and desire for a strategic, trustworthy partner.
Here are the most relevant archetypes for Bredemarket:
1. The Sage
Why it works: This is the most natural fit. The Sage is the expert, the thought leader, and the trusted advisor. Your customers are seeking knowledge, analysis, and strategic insights. They don’t just want content written; they want content that is well-researched, accurate, and authoritative.
How to embody it:
Focus on data-driven insights and analysis.
Create content that educates and informs, such as white papers, in-depth reports, and industry analysis.
Position yourself as an expert who understands the complex nuances of their industry, not just a content mill.
Your tone should be knowledgeable, wise, and credible.
2. The Creator
Why it works: Your services are inherently creative. You are creating content, proposals, and narratives from scratch. Marketing leaders at tech firms are looking for someone who can translate complex technical information into compelling, engaging stories that resonate with their audience.
How to embody it:
Showcase your ability to build something from nothing—a strong narrative, a winning proposal, or a memorable campaign.
Use a portfolio to highlight diverse, imaginative work you’ve done for other clients.
Emphasize your process, from ideation to final execution.
Your messaging should focus on innovation, originality, and the power of well-crafted communication.
3. The Hero
Why it works: This archetype addresses your customer’s pain points directly. They are heroes within their own companies, tasked with generating leads and demonstrating ROI. You, as Bredemarket, can be their sidekick or a “hero for hire” who helps them conquer their challenges.
How to embody it:
Frame your services as a solution to their problems. Instead of “We write proposals,” say “We write proposals that help you win bids.”
Use success stories and testimonials that highlight how you helped a client overcome a major challenge (e.g., “Helped Company X generate 50% more leads with a new content strategy”).
Your tone should be confident, courageous, and results-oriented.
Secondary, Supporting Archetype: The Ruler
Why it works: While this may not be your primary archetype, it’s a good supporting one. Marketing leaders are often in a position of power and authority. By positioning yourself as a professional and organized partner, you align with their desire for order and control.
How to embody it:
Emphasize your clear processes, reliability, and project management skills.
Communicate with precision and confidence, demonstrating your command of the subject matter and the project.
Show that you bring order to the chaos of their marketing needs.
Summary & Recommendation
For Bredemarket, the Sage and Creator are your strongest primary archetypes.
Sage establishes your expertise and credibility, which is paramount in a technical field.
Creator highlights your specific skill set and ability to build compelling narratives.
You can then use the Hero archetype to frame your marketing messages around the problems you solve, and the Ruler to reassure potential clients about your professionalism and reliability.
By combining these, you can craft a brand identity that is both intelligent and innovative, while also being trustworthy and empowering for your target customer.
What I need to do
So what have I learned from the Roundtrees’ prompts and Google Gemini’s responses?
I need to analyze the rest of the two responses and perhaps make some changes in direction in my self-promotional content. After all, Google never lies.
In truth, why is Google happy that I’m ignoring its marketing advice?
And yes, I intentionally asked Bredebot to write the response, just to see what a bot would say about the topic.
Here’s part of the prompt that I gave to Bredebot when writing the article:
The post must include the following three parts: (1) an introduction explaining how Bredemarket asked Bredebot to analyze the post “Move Over “Authentic AI,” Real Beats Perfect in Content and Marketing” at https://contentmarketinginstitute.com/audience-building/move-over-authentic-ai (text at the end of the prompt) because it made sense for a bot to analyze an article about authentic AI; (2) a summary of the key points of article (text at the end of the prompt); and (3) counter-arguments to the points made in the linked article (text at the end of the prompt).
Bredebot’s criticism of the Content Marketing Institute article
As you’ve seen by now, this was one of Bredebot’s counter-arguments in the third part of the post.
The author says, “Let the people perform. Let the machines cue the spotlight.” I love that line. And I agree completely. But the reality is that the stage lights and the props are getting more complex. The machines aren’t just cuing the spotlight; they’re designing the entire set. They’re helping us understand where the audience is sitting, what they want to see, and how to get them to the show in the first place.
Instead of fighting the technology, we should be leaning into it. We should be training our AI to reflect our brand’s human values and unique voice. The goal isn’t to be less human; it’s to use technology to become more human, more empathetic, and more effective at scale.
Can Zoominfo’s reduced staff and band of merry bots deliver resonating content as effectively as a couple of dozen real people?
Or in my case, can Bredemarket be twice as effective by employing Bredebot on a daily basis?
But let me insert one caveat here.
Bredmarket’s client work is (so far) very human and unchanged
Regarding client work, John E. Bredehoft still ALWAYS writes the first draft. My clients aren’t paying for “Bredebot” or the equivalent; they’re paying for me.
And when I do employ generative AI, I disclose it.
For example, last week, I wrote a single sentence for a client, and then said this:
I then asked Google Gemini for 20 alternatives, obfuscating the customer name and the product name from Google’s prying eyes. Do you prefer any of these formulations to the one I drafted?
Pay particular attention to the obfuscation. Just like 2023, I don’t feed confidential information to my bots.
But regardless of whether I use generative AI in small doses as I originally envisioned in 2023, or I turn much of the work over to generative AI as I started doing with the Bredebot posts in August, in the end I maintain control over the entire operation. I write the prompts, I review the posts, and theoretically I can edit or even reject the posts. (I haven’t yet, just to see what uncontrolled Google Gemini can produce.)
A very human call to action
As I type this, I have not yet turned Bredebot loose on issuing a call to action.
I’m reserving that for myself.
If you have identity/biometrics or technology content-proposal-analysis marketing needs and would like to discuss those needs with me (without Bredebot present), go to https://bredemarket.com/mark/ and schedule a free discussion.
Bredemarket 