Hello everyone. Daniel Turner here, and welcome to market messaging. Market messaging specifically for AI services. In this lesson, there's not gonna be any theory fluff for general guidelines. I'm gonna be sharing with you the messaging I use that struck gold when marketing our services. Now I just wanna clarify the difference between messaging and copy because I know a few founders get confused. So copy is what you say. Messaging is is how you say it. And it's really important to say things the right way when marketing your AI service in order to get more clients and scale. So let's dive in. Now that you understand the three dimensions of consumer psychology being desire, identity, and beliefs, as well as the five different stages of awareness to ensure prospect alignment, we're now ready to move on to messaging and messaging specifically for just AI services. So in this lesson, what we're gonna do is we're gonna focus on the following core principles, messaging for conversions, messaging for pricing power, and messaging for skepticism. So this is everything I've learned after marketing AI services for the past two years, and these messaging principles have generated millions of dollars for AI services. So strap in and take notes. Now these messaging principles apply to both marketing and sales to get more bookings of clients. So let's get into it. Now when it comes to messaging for conversions, a key point here is currently is twenty twenty five, and we're early to the market. If you're listening to this in twenty twenty seven or twenty eight, then it might be different. But the core idea here is when you're early to a market, especially in emerging tech, you're gonna deal with prospects who are confused, clueless, and even scared of services. So what you don't want to do is do not speak your service language and include AI buzzwords, jargon, or just trying to be clever or impress prospects in any way. Successful messaging is clear by speaking your prospect's language and using familiar terms so they understand exactly what you offer. So an example here is a bad example would be harness cutting edge AI solutions to drive transformative data hygiene and strategic document optimization, blah blah blah. Right? That is very, very bad messaging. What you want to do, because we're early to the market and because they're clueless, what you don't wanna do is talk about your service language and include buzzwords. Right? So in terms of clear messaging and speaking your prospect's language, here's what it'll look like. Your team is spending hours cleaning up spreadsheets. Our AI service does it in the background, allowing your team to focus on bigger objectives. So what you're doing here is you're speaking in your prospect's language and you know exactly what you're offering here, your AI service. They know because you're using familiar terms. Now a quick story with where I actually got this from. Back in December twenty twenty four, right, a consulting division opened up for the previous AI company I was working for. And when this consulting division opened up, we hired, like, a corporate, you know, like, a fancy sexy talk with the suit. You got the picture in your head. Right? Someone who was just trying to be clever. Right? Now, when we pitched the AI market as well as our AI solutions to a steel company, there was all of this cutting edge, this transformation revolutionary buzzword jargon. And when I saw the look on the CEO's face, it was painful. He was completely unimpressed. Now the reason being, let's actually talk about why that is. So if you're going to a business owner who's been running their business for ten, twenty years, or even just five years, and you're coming in and saying that you're gonna transform it and that you're gonna revolutionize it, that's an ego hit. They're gonna think, man, who do you think you are? I've dedicated my life to this. And you're telling me, you're gonna come on day one and transform it. So what you don't want to do is position it as a transformation or revolution. Position it as a simple upgrade. Right? Because then it's a lot more approachable. It's not as scary. Okay? So keynote here is when you're early to the market, your prospects, you need to meet where they are with their state of awareness and where they are. And that is confused, clueless, and even scared of AI services.

So just communicate your offer clearly and use their familiar terms. Cut all the AI buzzwords and jargon out. You wanna be clear, not clever. That's how you're gonna convert prospects. Now the second thing here is process equals proof. So the core idea is vague promises like cut costs or save time have no flavor for prospects. They don't buy because there is no how you actually deliver this outcome. So messaging that will convert your prospect includes a clear step by step process on how your AI service delivers the outcome. So prospects can see it. It makes it tangible. So a bad example here is just saying, our AI service saves you time by automating your entire content calendar. You don't wanna say that. What you wanna do is you wanna break it down. So you go day one, we identify your brand's tone. Day two to four, we build your content engine. Day five to six, we review thirty days of prescheduled content. Day seven, we launch and monitor engagement. Here, they can see it. Alright? And if they can see it, they can believe it. So your process is always gonna be stronger than any promise. So make sure you outline the process and you talk about the process. You show them step by step how it works and how you deliver that outcome. Third one here is the status quo is the enemy, not another AI founder. So your biggest enemy is the status quo, your prospects choosing to do nothing. And at the end of your messaging, you need to highlight the cost slash pain of staying the same by making a sharp contrast. Otherwise, they will not move forward. So here, you wanna outline the friction, issues, or risks, and then guide them towards your AI service as the answer. So an example here is let's say you have an AI service for client retention. You would have the before state. The time you notice churn is after it happens when it's too late. The after state is our AI tool flags at risk accounts early and sense playbooks, giving you time to intervene and nurture. So a lot of the time, your biggest competition isn't another AI founder it's a prospect choosing to do nothing. And the way you counter that is by making a sharp contrast. It's really important. You need to make the pain of staying the same worse than the pain of moving. Like, the cost of staying the same more expensive than the cost of moving. Now we're going to be breaking these down and you're going to see all of these, principles added to other modules. But that's incredibly important. Like, in your copywriting you need to outline the contrast. Now if we're talking about messaging for price of power, so messaging so that you can charge more. First one is transformation equals imagination. So the core idea here is marketing the outcome your prospect desire is good, but marketing the transformation that leads to the outcome is stronger.

Because when your prospect feels how your AI service changes their day lives by painting a vivid lived in scene, you do the imagining for them. So this is powerful and will grant higher price point. Let's go over some examples. So let's say your AI service is for client reporting. Here's what marketing or talking about the transformation will look like. Now this is gonna be in your copy or on the sales call. So it's end of the month, you're not formatting slides at midnight, reports are done, branded out. You're running the machine, not the other way around. It's powerful. They can feel it. Right? With the outcome and the process, they can see it, but it's the transformation that makes them feel it. It. Second one here, AI serves for internal processes. Right? It's ten o four AM. You haven't checked your email once. Every invoice is logged, approval is processed, and updates synced all while you're on your morning walk. You can see it. You can feel it. Alright? Now if we're talking about an hour service for customer support, it would go, no more twenty ticket Mondays. Our service clears a queue before your team logs in. Now they can focus on moving a business, not maintaining it. No more twenty ticket Mondays. That's a moment. Right? Anyone who who's familiar with customer support, if you don't do it on a weekend, which most don't, you just dread that Monday morning of all those tickets piled up. So the transformation is something that we're gonna be applying in a copywriter module, and this is how you're gonna be able to charge more. Second thing here, and this is the biggest one. So long term benefit amplifies perceived value. So the core idea here is communicating how your AI service will provide value in the short term is good, but providing value in the long term is stronger and that's how you're gonna charge more. So prospects will pay premium prices to prevent their current problems from surfacing again. So when you eliminate the pain point for good, the problem for good, you can charge double for your AI service as a perceived value ten x's. Okay? So what a lot of people do when communicating a value and offering their AI service is they'll just talk about fixing a problem now on the call and then in their messaging. But what you wanna do is you wanna talk about how they're never gonna have to deal with that problem again. You just charge them for the retainer. You can double your prices just by saying, just by preventing it in long term, the perceived value ten x's. Marketing with elimination is the aim of the game here. So in terms of messaging for skepticism, the AI market and prospects are skeptical. Now there's a number of reasons for that. First of all is all of the inflated claims and people saying that they're gonna save them forty hours a week or transform this or revolutionize this. So the state of the market is skeptical and prospects are skeptical when it comes to AI services. So this is how I've combated this. The first one is just transparency. So the core idea here is never claim your AI service is a silver bullet. This will always backfire on b to b. Prospects don't want bold claims and polished promises. They want honesty and precision. So when you openly acknowledge what your service can do and can't do, it builds immense trust. So your limitations are your weapon to disarm negative beliefs towards your AI AI service. So an example here is you don't wanna say that you're gonna transform your entire business operations with cutting edge AI automation that revolutionized efficiency. That's just a huge no no. Okay? But what you wanna say is, our AI service won't automate every process in your company because it can't. You've just earned their trust by being upfront and honest right there, so they're gonna listen to what you're gonna say next. But we can handle three to four repetitive workflows to take busy work off your plate. So when you start with honesty and you start with your limitations, they're gonna believe your offer and what your AI service can do, the outcome. So be transparent and mention that you can't do everything. Mention it's not a silver bullet, and then they'll believe what you can do. Next thing here is one promise, one outcome. So when you lead with multiple outcomes or promises, this completely dilutes and fractures your message. More promises, more outcomes equals more skepticism. But when your message focuses on one outcome, the one outcome you can deliver to keep your promise, you will earn their trust. And this also builds confidence in you as an AI founder and conviction because you're perceiving yourself as more trustworthy. And this also goes into what we're gonna be talking about in the copywriting, module on the power of one. But promise one thing, one problem, one outcome. So an example here is you don't wanna say we're gonna automate your approvals, document prep, and internal comms because it just fractured your message. What you wanna say is you're drowning in approvals. We clear the backlog without you even lifting a finger. Now let's go a little bit deeper into this. So in your, for example, in your LinkedIn bio, if you're saying we're gonna help you be more efficient, we're gonna help you save time, you're gonna earn more profits, your prospect cannot imagine anything, and they need to imagine it. They need to see it. They need to feel it. So by you promising two things, you've just canceled out the possibility of them them being able to imagine the outcome. But if you just promise one thing, their imagination will take flight and they're gonna imagine it. So then you're gonna get the lead, and then you're gonna get the client. And it also just adds confidence in you. Right? Because you're just delivering that one thing. They don't want all their problems solved. They just want the one problem that you can deliver. Okay? So in terms of the summary here, when it comes to market messaging for AI services, you will see these same strategies applied throughout the entire course, right, through all through the other modules and lessons. So this is the treasure chest when it comes to marketing your AI service to prospects. So make sure you watch this lesson again to really understand everything we've covered if anything was unclear. So this needs to click when you see the same principles applied to the copywriting, to offer, and to the lead generation. So a good way to look at this is consumer psychology and prospect alignment is your marketing foundation, but this is your AI services foundation. Okay? Now in the let next lesson, we're gonna be going over market positioning, so I'll see you on the next one.