R.E.A.L. mArketIng method

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Effective human marketing in the Age of AI

Getting R.E.A.L.

What does "human marketing" look like in the Age of AI? That's a question many of us are wrestling with as we embark on the Intelligence Revolution and consider its impacts on jobs, our lives, and the planet. After much research and reflecting on the insights I've gained over the last 30 years, the R.E.A.L. mArketIng method is my answer based on four principles.
  • Researched: avoid data drowning using AI to focus on what matters
  • Efficient: thoughtfully work with AI as a high-octane partner
  • Authentic: balance art & science to create meaningful marketing
  • Lucrative: tools and ideas to immediately implement for ROI

The R.E.A.L. Deal

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  • R.E.A.L. Results

    Understanding the struggles and pressure today's marketing leaders face with AI integration, the R.E.A.L. method is a playbook to drive genuine outcomes for customers, employees and your bottom line. It's designed to improve:
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  • AI Output Quality

    Use the B.R.I.E.F. framework to work with AI as a partner, anchoring prompts with clear context, distinct personas, and strict negative constraints to get usable results on the first try.
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  • AI Autonomy

    Clear guidelines for When and How to use AI to avoid AddIction and wasted natural resources while cultivating critical thinking and interpersonal skills.
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  • Data & Target Focus

    Learn and leverage the W.E.E.D. Method to delete database dead weight and focus 80% of your team's energy on your top 20% most lucrative customers.
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  • Marketing ROI

    Use AI to clearly establish your marketing team and efforts as a lucrative, revenue generator and not as a cost center.
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  • Human Connection

    Pass every AI-assisted campaign through a strict 5-Step Authenticity Stress Test before it goes live, ensuring alignment with your core promises and storytelling that moves customers.
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About John

Marketing Geek, Writer and Cat Slave
What was your first job and what did it teach you? John’s first marketing gig was as a copywriter and hack web developer since the president of the company didn’t even have a computer on his desk (it was the 90s). These early days taught him that Research and Efficiency are vital for survival. He has since navigated industries ranging from telecommunications, hospitality, and fitness to most recently serving as SVP Marketing for a Top 50 U.S. homebuilder. John’s experience spans the full spectrum of business, from lean startups to the Fortune 500. Working with companies of all sizes, his passion is helping teams ensure their campaigns are Authentic to the brand promise and Lucrative for the bottom line. John lives in Florida with his wife, three dogs, and cat, Fred. When he isn’t writing, traveling, or geeking out on marketing, he’s likely doing Fred’s bidding.

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