Times they are a-changin’

Hi there,

It’s fitting that with the first signs of fall, this issue of the VSA newsletter is all about change. From when to change your business model to when to change your product marketing, we’re looking at telltale signs that it’s time for something new. 

Let’s go! 

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📖 Read this: 

5 ways for leaders to evolve with the modern workforce

There have been a lot of changes in both the workforce and the way we work. From generational differences to the influx of remote work, successful leadership looks different than it did even five years ago. VSA CEO Anne-Marie Rosser was recently published in Big Think, where she shared her insights on how to lead the modern workforce.

Read: 5 ways for leaders to evolve with the modern workforce

📖 And this: 

What agencies and clients can learn from fractional CMOs

Everyone is talking about fractional CMOs these days. But what about fractional agencies? VSA Partner and Head of Client Delivery Susan Pfeifer was recently published in Adweek with her piece, “What Agencies (and Clients) Can Learn From a Fractional Approach.” Susan lays out how a fractional approach could create a much-needed bridge between project-based engagements and retainer models. 

Read: What Agencies (and Clients) Can Learn From a Fractional Approach

👀 Watch this

How Cricket got a friendlier typeface 

When VSA teamed up with Dalton Maag to reimagine Cricket’s typeface, we knew two things: first, it needed to reflect Cricket’s friendly, stress-free ethos and secondly, it needed to scale. Big time. Check out the video above for how we did it. 

🧠 Think on this

AI has a reputation problem. Product marketers should take note. 

Director of Brand Strategy Gerardo Campos-Tello has been digging deep into consumer perception of AI. Here’s what he’s found. 

The launch of ChatGPT in late 2022 kicked off an AI arms race. Companies clamored to incorporate AI into their product offerings and to tout its usage in their product marketing. 

At the time, the thinking was that the use of AI would soon be table stakes, and any company not using AI would lose customer share to a competitor that did. 

The rush to promote AI, however, might have backfired. 

A recent study from Washington University shows that including “artificial intelligence” in product descriptions can actually reduce the likelihood that a customer will purchase your product. 

Just mentioning that your product uses artificial intelligence was shown to erode emotional trust between consumer and brand, as well as introduce perceived complexity. Consumers are anxious about AI—from concerns about AI replacing humans in the workplace to fears around privacy and deepfakes, people trust neither the capabilities of AI, nor the intentions of the brands that use it.

This doesn’t mean that brands should stop using artificial intelligence in their products. But it does mean they should be careful about how they talk about it. 

For brand leaders wondering what role artificial intelligence should play in their marketing, I recommend three things:

1. Skip the AI name check: Instead of including “AI” in your product name or description, focus instead on the benefits that the underlying technology offers. Descriptors like “secure” or “NextGen” get the value across, without the negative side effects of “AI.” 
2. Invest in educational content marketing: Take the time to create content that addresses your audience’s concerns and fears, and that makes the case for your product’s security and ease of use. 
3. Play up the human element: Especially in B2B, customers don’t just want an amazing product—they also want an amazing support team. In addition, there’s something inherently unsettling about handing over unlimited access and power to technology. So if you talk about your tech, you should also be talking about your customer support experts, and how the product balances user control and automation to responsibly utilize technology.

That’s all for now! 

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