On this episode of the Scouting For Growth podcast, Sabine VdL talks to Emanuel Rose, CEO of Strategic eMarketing, who has led numerous successful marketing campaigns for companies through authentic storytelling and direct-response advertising. On today’s episode, Emanuel will share insights on differentiation and humanisation strategies for startups. Scaleups and captive insurance companies. We’ll explore best practices around targeting, testing messaging, and scaling for growth. We also talk about why startups founders must focus on becoming social CEOs. Emanuel will also discuss key lessons from his book on how solitude in nature can benefit mental health, leadership, and creativity. KEY TAKEAWAYS                                                                                                            AI is a tool of marketing and, like all tools, it has to be deployed correctly and with the intent of the campaign and the focus of the brand. It’s complicated to use, but I think it’s amazing, I love it, it’s forever changed my marketing. At this point in time, it still takes a human to drive it, though that might be different in time. As marketers, we’re taking and identifying a problem and from that we come up with a solution, which is what we’re selling, and maybe agitating it a little bit, triggering people and offering a call to action. I like to make it as frictionless as possible which I think has become lost in digital marketing, since the internet we’re back to pop-ups and interruption trying to get email addresses and phone numbers. I think that’s a huge mistake that doesn’t build long-term brand value and makes everything transactional rather than client based. The negative side of AI is there’s a lot of “spray and pray” happening instead of starting with your ideal client profile, finding some people who fit it, understanding what their needs are, and developing a conversation and qualifying that person to your service/product and yourself to that person. The relationship is what people are missing with this inauthentic rubbish. I want to encourage people to use tools that are organised around getting a lot of information from the prospects that they’re talking to so that there is publicly known personal information from social profiles/blogs/other content they’re written or participated in. This should be part of every AI tool you use, but then you need to do your own research, so when people are interested take a few minutes to see how that individual aligns with your ideal client profile.   BEST MOMENTS ‘The difference between a client and a customer is that you care about the client and their concerns, whereas you’re just doing business with a customer, it’s just a transaction.’‘Interruption marketing has got to go away again because it’s counterproductive.’‘We’ve forgotten that our job, as a service provider, is to serve our clients.’‘Make sure that you talk to people. If you’re in a marketing department, get on sales calls and hear the answers for yourself, understand what the pain points are, and how you can feed better information into the model you’re using.’ ABOUT THE GUEST Emanuel Rose is an accomplished marketing expert and author based in Reno, Nevada. With over 30 years of experience in the industry, Emanuel specializes in direct-response advertising, content marketing, and branding strategies. As the CEO of his digital marketing agency Strategic eMarketing, Emanuel has worked with numerous clients and helped them achieve business success through authentic storytelling. His unique approach to marketing has resulted in outstanding outcomes for many companies. Beyond his profession, Emanuel is an avid outdoorsman with a deep passion for nature. His latest book "The 7 Principles of The Magic Rock" explores the profound conne