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💬 The Week's Featured Podcast Interviews - Subscribe Today

ICP‑Driven Messaging That Makes Ads Work

Allan J Khazak, CEO of Vroom Media Group, breaks down why most ad campaigns fail—not because of weak creatives or targeting, but because the messaging is vague, feature‑heavy, and aimed at “everyone” instead of a sharply defined ideal customer profile. Allan argues that many struggling brands don’t actually have an ideal customer profile—they have a category list: “small business owners,” “marketing managers,” or “people aged 25–55.” Instead, he builds ICPs around specific pains, past attempts, fears, and desired outcomes in the next 90 days, such as “seniors with chronic sleep issues who have already tried melatonin and are desperate for consistent, eight‑hour nights.”

Turning AI Vision into a Working Operating Model

Andrea Schnepf, founder of NEPF, helps large enterprises turn AI from scattered pilots into a system-level capability—by aligning leaders on a clear purpose, designing an AI-ready operating model, and making change feel like a shared journey instead of a top‑down directive. Andrea describes a familiar pressure cooker for enterprise leaders: boards demand visible AI progress, competitors launch flashy pilots, and employees are anxious or confused about what it all means for their jobs. Without a bridge between ambition and action, organizations end up with under‑used tools, culture drag, duplicated efforts across departments, and lost competitive advantage as more focused rivals turn AI into real capabilities.

Winning Visibility in AI Search with Clearscope

Bernard Huang, founder of Clearscope, shows why traditional SEO alone can’t protect your traffic as AI search takes over—and how an “answer engine optimization” playbook helps your brand win citations and mentions inside Gemini, ChatGPT, and Google’s AI Overviews. Bernard explains that AI experiences like Google AI Mode, AI Overviews, Gemini, and ChatGPT use search as a backbone, but change the rules of the game. Traditional SEO fights for rankings and clicks; answer engine optimization (AEO) fights to be part of the answer itself via citations and brand mentions—often customized per user based on prompts, context, and model memory.

Across acquisition, transformation, and visibility, precision beats volume. Teams that define sharp ICPs, codify how AI fits into the business, and optimize to be named inside AI answers—not just search results—see compounding gains while everyone else keeps “turning knobs” with little lift.

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💡 Final Thoughts

The next edition lands Tuesday, digging deeper into how to connect ICP research, AI operating models, and AEO into one coherent growth system.

P.S. Reply with one underperforming asset (an ad, playbook, or article) you suspect is aimed at “everyone” instead of a real ICP.

Best regards,

Michael Bernzweig
Founder, Software Oasis
Founded 1998 | Vetted Community for B2B Founders & Executives

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