Do you live in a world filled with corporate data? Are you plagued by silo departments? Are your lackluster growth strategies demolishing your chances for success? Are you held captive by the evil menace, Lord Lack, lack of time, lack of strategy, and lack of the most important and powerful tool in your superhero tool belt, knowledge. Never fear, hub heroes.
Intro:Get ready to don your cape and mask, move into action, and become the hub hero your organization needs. Tune in each week to join the league of extraordinary inbound heroes as we help you educate, educate, empower, and execute. Hub Heroes, it's time to unite and activate your powers.
Liz Moorhead:Welcome back to another episode of Hub Heroes, and the gang is all here today. Chad, George, and Max who is no longer driving.
Max Cohen:I should've. I should've just kept it on.
George B. Thomas:Yeah. He pulled it up for the podcast.
Liz Moorhead:Just kept rolling for it.
George B. Thomas:Yeah. It was a very
Liz Moorhead:important topic we got today.
George B. Thomas:Which well, first of all, Liz, we we have to we have to address something before you get into too much of the topic. Yes. Chad officially got his cartoon, this morning, his hub hero.
Liz Moorhead:Oh. Yeah. What?
George B. Thomas:So What is it? I will be redoing the podcast artwork, to have the one and only, Chad Captain America on the podcast Oh, shit. Hold
Chad Hohn:up. Captain America.
Liz Moorhead:Madness to us all.
George B. Thomas:Captain America. Yeah.
Liz Moorhead:Wait. Does that mean that my name will actually be correct on the artwork going forward?
George B. Thomas:Oh, is it still the old name?
Liz Moorhead:In some places, it is.
George B. Thomas:Oh, well, I mean, if I'm updating it, I guess I'll just update it all. So might as well.
Liz Moorhead:Might as well.
Chad Hohn:There we go.
Liz Moorhead:It's my secret identity. That's what's going on here. Well, how are we all doing today? Let's not all be so excited. We doing okay?
Max Cohen:We're doing good. Yeah?
Liz Moorhead:We're doing good?
Max Cohen:We're doing good.
George B. Thomas:Doing good, Max.
Liz Moorhead:We're
George B. Thomas:gonna do the whole thing.
Chad Hohn:Driving. In
Max Cohen:a out in the out in the cornfields and
Liz Moorhead:You're absolutely right, Max. Brand voice and tone is a very important topic where we need to get into This is
Max Cohen:my brand voice. Oh god.
Liz Moorhead:This is my brand tone.
Max Cohen:For anyone super confused, I've been playing a lot of farming simulator.
George B. Thomas:Max now thinks he's, like, a 65 year old, South Carolinian, truck driver with, all sorts of equipment and fertilizer for this episode.
Max Cohen:Listen. If you get on that horse, you gotta ride it. That's all I gotta say.
Chad Hohn:So where can we find you playing farming simulator?
Max Cohen:I haven't had the guts to go live yet.
Liz Moorhead:When you I'll probably soon. Fun.
Max Cohen:Yeah. I I probably will.
Chad Hohn:I think it's I guess it's
Max Cohen:no more it's no more embarrassing than playing my Pokemon card shop simulator that I've been playing too as well. So that's a it's a whole other episode, though.
Chad Hohn:Or work work simulator where you gotta be the boss.
George B. Thomas:Yeah. A plan. Yeah.
Liz Moorhead:Alright. Alright. Alright, kids. Alright. Are we ready?
Liz Moorhead:Yeah. Are we ready to be adults? Yeah. Yeah.
George B. Thomas:I mean, maybe.
Chad Hohn:I've been ready since
George B. Thomas:I'll do my best. An hour ago.
Liz Moorhead:Don't start. Don't start. Because I okay. I am very, very, very, very, very, very excited about what we're talking about today because I have been listening for weeks and happily and steadily taking notes from all of you. Wait a minute.
Liz Moorhead:You guys nerdy
Chad Hohn:about What
Max Cohen:What was the first word you said?
George B. Thomas:About Happily. Really, Max? Seriously? Oh, man. You got a shell right now.
George B. Thomas:She was in the middle of just, like, laying it down, getting us going.
Max Cohen:We were we were rolling,
George B. Thomas:and Max is like, we're
Liz Moorhead:getting ready. I was on the horse because you told me to ride it, and then you stopped riding.
George B. Thomas:Wait. Is this an opportunity to shell?
Liz Moorhead:We're talking about one of my favorite brands today.
George B. Thomas:Take two. Clap. Alright. Beautiful.
Max Cohen:Leave it in.
Liz Moorhead:Talk talking about one of my favorite topics today. Talking about one of my favorite areas of passion and expertise, it's brand voice and tone.
Max Cohen:You know what one of my favorite brands are? What Alright. Go ahead. Sorry. Knock.
Max Cohen:Go.
George B. Thomas:Is it Happily? Is
Max Cohen:that big.
George B. Thomas:Yeah. Big. Okay.
Max Cohen:Oh, god.
Liz Moorhead:Alright. Alright. Big Popsicle. Calm down.
Max Cohen:Oh.
Liz Moorhead:Never. Uncomfortable. No. Okay. So I want to take us back in time because this is not the first time brand voice and tone has come up in conversation here on this podcast.
Liz Moorhead:The last time we talked about it was when the AI powered rollout of the HubSpot content hub happened, and it had a lot of cool bells and whistles. And the brand voice and tone thing left a lot to be desired. We were excited to see it recognized, but the ability to add one, maybe two sentences worth of stuff there left me a little emotionally chafed. I'm gonna be perfectly honest. Didn't feel great about it.
Liz Moorhead:But since then, the brand voice and tone feature has undergone a massive makeover within HubSpot. So we're taking a trip down this road together to help us understand the tool and to have a more substantive conversation about what brand voice and tone really is. So, George, I actually wanna start with you.
George B. Thomas:Yeah.
Liz Moorhead:Can you take us through this transition of what the original brand voice and tone feature was versus what it is today?
George B. Thomas:Yeah. Well, I mean, when it was released. And by the way, I let me just preface. I love HubSpot. I love all the humans that, work at HubSpot.
George B. Thomas:I even love the fact that we started a journey down this road with this tool. Mhmm. But when it first came out, I looked at it and was like, nope. Not right now. Yeah.
George B. Thomas:It's not my happen. Yeah. It it I was like, no. Not happening right now because I knew what I was doing in other AI platforms. Platforms.
George B. Thomas:I knew the richness, the depth, the the context that I was able to give it. And and, like, even going in the setup phase when it originally came out, just just in setup phase, I was like, no. No. Not the right questions. Not the I can't upload.
George B. Thomas:No. Oh, I like how are you guessing my voice and tone? Because you're really not letting me educate you on it much. And they're just it it just wasn't. It wasn't.
George B. Thomas:But it was because at least it was there, but I was, like, not gonna use it. And and then we get to where we're at now where I reengaged with it and was, wow. Okay. Now we're getting
Liz Moorhead:some of that.
George B. Thomas:Well, first of all, as soon as I could upload my own document with my own voice and tone, like, that I wanted to give it, that was a a a sure sign of, like, things were changing and a winner for me because, I mean, we've we've helped multiple clients with their kind of voice tone GPT custom, like, you know, sound like you stuff. And so we finally were able to kinda get that in our HubSpot system, and it really made setup a little bit easier. But, man, there's just there's so much. I I I can't wait to go through all the pieces that we now have. But for those of you that might be listening to this and you're like, what do you mean voice and tone?
George B. Thomas:Well, what we're talking about is the brand voice. And and here's what's funny, Liz, as we're having this. It's literally still has a beta tag next to it, which again which again, I go, hey. When it first came out, it was like and now it's like, whee. And it's and whee all in all we in beta.
George B. Thomas:All in beta. Like, this isn't even, like, fully, hey. Yes. We are saying that it is all there at this point. And so to to say something that I say quite often is that, even though it was worse, this is the worst that'll ever be because they'll continue to make it better.
George B. Thomas:But there's just so much there's just so much good here. And, again, if you think about last week and how we talked about data sources and the rich amount of context that, we're starting to align things and connect things. Yeah. It's just it's it's really good.
Liz Moorhead:Yep. I when I looked at that tool initially, I I had a very similar reaction that you had, which is like, why are we even bothering doing this?
George B. Thomas:Mhmm. Yeah.
Liz Moorhead:Like, if if it's not ready, you're telling me that your your first foray into the authenticity and soul of what a brand sounds like is a, here's the little text box where you could fit a sentence in best of luck at Godspeed. Like, it just I was like, what are we doing here? And also voice and tone are not the same thing. Like, there there's a we're gonna get into this conversation more deeply because I think this is a really exciting thing that HubSpot is doing. I think it's going to create, I'll put a nice word on it, complexity.
Liz Moorhead:Mhmm. It's going to create more questions, I think, than answers for some if they even realize they're there. So I think we're entering a very interesting period here, but quite frankly, it's just nice to see HubSpot rolling out new actual content tools.
Chad Hohn:Yeah. Oh, yeah.
Liz Moorhead:That that's what excites me about it. Chad, Max, how do you feel about this? Have you had a chance to poke around? Do you have thoughts, grievances, opinions?
Max Cohen:I mean, I haven't played with the new one, or whatever the newest version of it is since it launched because it came out at the beginning, and I was kinda like, oh, okay. You know, and and the way that I looked at it is like a baby step. Right?
Chad Hohn:Baby step one.
Max Cohen:You know, just like anything else. Right? You know, everything starts with a just a tiny little pitter patter of a baby step in HubSpot, which is how it should how it should be. You know, I think it's probably really important that they start, heavily investing in terms of, you know, what else this brand voice touches throughout all of HubSpot because, again, at inbound, they united all of those, you know, AI tools under one, you know, one brand voice, if you will, which is now Breeze. Right?
Max Cohen:And so I think, like, you know, as that starts to become a more, like, cohesive sort of singular product within HubSpot. Right? And, you know, obviously, it's touching so many different things. All those different things that Breeze does can be, you know, affected in one way or another by your brand voice from the emails that your sales reps are writing through Copilot to the way that your agents interact with and talk to people and the demeanor that they have and the, I don't know, the the the values they have in terms of how they operate. Right?
Max Cohen:You know, there's so many different things that, you know, are used by Breeze to basically represent your company through, you know, an an an AI, essentially. Like, you know, putting it out there terms of the way it writes with stuff, the way it interacts with people, all these different things, you know, that you wanna make sure that that experience and that sort of brand voice, if you will, is consistent across all of those different things. Right? So, you know, if there's any time, for, you know, HubSpot to really, really push the pedal down on the brand voice tools in HubSpot, I think it's now. Right?
Max Cohen:Because you don't want that brand voice to just be present in your blog articles. You don't want it to just be present in some other content it's creating for you. You want it to be present in things like the AI chatbot and the way your your reps are communicating with people and how it's assisting them do that and things like that. So, you know, I'd like to see them really kinda push the pedal down on it, and I welcome any and all updates to it.
George B. Thomas:But Let let me dive in there for one quick second, Chad, before you go because one of the things that I want everybody to realize, that's listening to this, when you turn brand voice on, it is already and you'll you'll when I say this, you'll you'll you'll say, oh, there's some things missing. Yeah. Yeah. Yeah. Yeah.
George B. Thomas:Yeah. Yeah. We know. We know. Yeah.
George B. Thomas:Yeah. Hopefully, they'll get here soon. But when you turn brand voice on, it it instantly will apply to your social posts.
Liz Moorhead:Mhmm.
George B. Thomas:It'll apply to your emails. It'll apply to your blog posts, your website, your landing pages, and SMS messages. The really other cool thing by the way, if there's more than HubSpot, go update your knowledge article because that's literally what I'm looking at as a brand voice knowledge. Like, because immediately, I'm like, like, success. Uh-oh.
George B. Thomas:Or, like, maybe reference the agents because the agents are coming out. They should probably be here. But here's what's also cool if you're listening to this and and you happen to be somewhere other than America. Brand voice is also available in Spanish, Portuguese, French, German, and Japanese for the social email blog pages and SMS content as well. So I I love the fact that it's going, outside of just blog articles, Max, but across all of the things eventually.
George B. Thomas:Yeah. Chad, what are your thoughts?
Chad Hohn:Yeah. I think, it's interesting that BrandVoice and it makes sense, but BrandVoice is found as part of BrandKit. So I'm very interested to see, as well that get tied into things like business units for when in one HubSpot portal, you have multiple segments that possibly solve different problems for different industries that are cross segmented or related, for that brand voice to when somebody logged into one business unit is using it versus another be different in your generate like, what you're generating with your emails or your reps or different things. Another place that it'd be really cool, I think, to see it is to really dive down into your interactions with Copilot because that has been getting so powerful. Like, I was on a support ticket the other day and just asked Copilot, like, hey.
Chad Hohn:Did mister wizard, who I was talking to, open up the last email I sent him on this ticket? And it just, like, checked the activity and told me if he opened it or not or whatever. Because I was in help desk, and it didn't and I didn't wanna go click it. I'm like, oh, let me ask Copilot just to check and see. And it's like, it's getting so good that I'd love for it to be able to, like, even coach new reps through how do we do business as well, like, because that's the next evolution of this kind of a thing.
Chad Hohn:But, you know, it being tied in tighter and tighter, I think having it segmented kind of per business unit for more larger enterprise type portals, it just makes a lot of sense. Right? And I think maybe it might not ultimately be part of your brand kit at some point, but it'll be your AI voice along with, like, your content voice, you know, if that makes sense, or shapes your AI, train your AI model type of the thing. Right?
George B. Thomas:Yeah. I I love the idea of it for business units because as someone who, you know, we we struggle. The good thing is we sound a lot alike in the different places that we are. Right. Like, imagine the tweaks that we could make for psychic strategies versus beyond your default versus, like, superhuman framework.
George B. Thomas:And Right. Right now, it's kind of like the way our portal's set up. We've got one. And, also but if it was for business units and you could have multiple voices, I think that would be super sweet, in the future. So, hey, if HubSpot if you're if you're listening and that's something that's coming, then let us know because inquiring minds we're curious.
Chad Hohn:I think that's the intent based on how it's laid out in the URL. Right? It's under brand kit, and then you're setting up for your portal or for this sorry. For this specific brand kit, you're setting up the brand voice. And if you can have multiple brand kits, I think you can already possibly set up more than one brand voice.
Chad Hohn:That would be that would be great.
George B. Thomas:I need to do some digging on that because that's that's definitely a thing to shout about.
Max Cohen:Mhmm. You know what I just noticed looking through the knowledge base article of, Brand Kit is that you can do replacement rules where it will replace certain words with other words.
Liz Moorhead:We're getting there.
George B. Thomas:We're getting there. Oh. Dressing. Woah. Woah.
George B. Thomas:Woah. Woah.
Max Cohen:Woah. Woah. Woah. Yo. Talk about the greatest prank potential of all time.
Max Cohen:Every time someone writes AI, just replace it with the word hot dog.
George B. Thomas:You know the amount of hours it would take somebody to figure out why that was happening?
Max Cohen:Why is
George B. Thomas:it happening?
Chad Hohn:They'd submit a support ticket to HubSpot. No time, dude. For support rep.
Max Cohen:Oh, yeah. We have some fun here.
Liz Moorhead:This is how we, get to the real tips and tricks, the things that are really gonna move people's businesses forward. Like, that's
George B. Thomas:That's what we're gonna do.
Max Cohen:Hot dogs. Is that high IQ insight people listen to the podcast for? You know? Right. Right.
Max Cohen:For sure.
Liz Moorhead:Biggest upgrade. Quick question for you guys. Do you think that this tool is actually gonna have an impact on the content we're seeing, companies put out now?
George B. Thomas:Without a doubt. Already is. So let me give you so first of all, before I answer that, the fact now, Liz, that you can do things like personality, and and and Max kinda let the cat out the bag, but you can do personality, and you can do up to four different characteristics. You can do default, tone. And so, again, you can do four characteristics.
George B. Thomas:But you can also add in your company mission up to, like, 50 words. Between those eight things, four and four, you know, four plus four, high IQ, eight things and this company mission. It's it's crazy how the context and specificity that you're giving this thing, but also you have a terms to avoid. And then, like Max said, you have a replacement rule. So if there are things that you don't want to actually talk about or if you wanna talk about things in a certain way.
George B. Thomas:And what's really great about this is it is powered too by Copilot where you can literally select the paragraph of text. And, sure, you can do things like expand or shorten or whatever, but you literally just say use my brand voice, and then you get a chance to look at what it spits out versus what it has. And it's I'll I'll equate it to, like, it's almost like the the fine tooth finish or whatever you wanna call the the thing that you thought you had it the way you wanted it, but now you could apply this brand voice to it. And and here's the real world example. I created a piece of content.
George B. Thomas:I created it in, GPT, like I had been with a custom, Sidekick Strategies GPT. I put it in HubSpot, and I then applied to every single sentence in paragraph brand voice. And then I sent it over to this person. You might have met him, my content strategist, Liz. And I said, what do you think of this one?
George B. Thomas:And these are the words that I wanted to hear. She said, this is the best one you've sent me so far. So when Liz asked
Max Cohen:wrote it myself.
George B. Thomas:The the the yeah. When Liz goes, is this gonna make an impact? Yes. If set up properly, and if used in the right way, and if there's a foundational piece that didn't suck to begin with, it's gonna get you to the next level of, like, oh, that's dope. That's my answer.
Max Cohen:I think you're pretty aligned with Jordan on that. Right? I think it just like any other tool in HubSpot, people it'll have an impact if people use it correctly. Right? My fear is a lot of people are gonna ignore it, and I don't want that to happen.
Max Cohen:Not that I think, like, it's gonna get ignored. I just think that, you know, sometimes the best parts of HubSpot go unnoticed by folks who aren't using it the right way. Right? It's the it's the new version of people who just buy it to be an email tool. Right?
Max Cohen:You know, so I think what'll happen is that this will at least be a factor in, you know, improving the quality of AI content. Right? You know, instead of just blasting stuff out because people want to save time. Right? So, you know, for the folks that do or are successful, you know, creating and refining their content via AI, I think this will be a, a common thing you see folks who are doing it the right way use.
Max Cohen:And so hopefully, we can see it be very well adopted among the folks that are leveraging AI in a good way is my take. Wait. You're muted. You're muted.
Liz Moorhead:I made a joke. I made a few good men
Max Cohen:go get it. Suck.
Liz Moorhead:I said, is that the take and nothing but the take? Can we even handle the take?
Max Cohen:That's the take.
George B. Thomas:Oh, well, yeah.
Chad Hohn:That's Well, we couldn't because we couldn't hear it.
George B. Thomas:It's a power up for you, Liz.
Liz Moorhead:Thanks, bud. Thank you. I really appreciate that, guys.
Max Cohen:Chad, do you have a take?
Liz Moorhead:I mean What's going on?
Max Cohen:Where we are going, we don't need no takes. Go ahead. Sorry. Just
Chad Hohn:need a 25 k gooseneck and some marshmallows on the back.
George B. Thomas:Love it.
Max Cohen:Would you
Liz Moorhead:define your brand voice right now, bud?
Chad Hohn:Oh, I mean Blue blue. Exquisite.
Liz Moorhead:Yeah. Blue. Question. Yeah. What is Giga Chad's brand voice in town?
Chad Hohn:Giga Chad is is back home, actually. So I'm traveling right now. I ain't got no Gigachad when I'm traveling. Up.
George B. Thomas:We can't Gigachad today. Wait. Is that a
Max Cohen:green screen?
George B. Thomas:Yes. Yeah.
Chad Hohn:It's a
Liz Moorhead:fake printer. Yeah.
Chad Hohn:Fake glowing printer. Real. Yeah. It's because I'm using my graphics card to do background replacement instead of, like, the little, you know, cheeserton one that comes with the program.
Max Cohen:Oh. Here we go. Wow.
Chad Hohn:That's my memory.
Liz Moorhead:Just tell me how you really feel.
Chad Hohn:Yeah. Like, I mean What the does cheeserton mean? You know? Oh, what the fuck? Rails.
Max Cohen:Alright. Sorry. Chad, go ahead. Go ahead.
Liz Moorhead:Go ahead.
Max Cohen:Go ahead.
Chad Hohn:Yeah. I mean, like, this isn't, this isn't my area of specialty, expertise. Right? Like, content is not something that I've ever really produced. Like, I've done things like this where I share, you know, on, on an episode, like, in at with Hub Heroes, but, like, actively going out of my way to write content, that's not something that I have tons and tons of experience with.
Chad Hohn:I can help set up the tools. I again, like, I'm much more of, like, an API plumber type of a person. Like, I connect the old systems and make this stuff flow through. You know? Make it do what you need it to do.
Chad Hohn:Right? That's my jam. So, and and actually having, something to guide a simpleton like myself in the correct direction in this kind of a thing, I think, is really cool. But I'm I mean, I'm a little bit curious. Like, you know, is this something that can help a company?
Chad Hohn:You know, like, maybe I'll ask a question out there. Like, is this something that can help a company, like, reproduce maybe the mission and vision of the CEO? Like, the CEO of a company says, hey. This is what we do and who we are and, you know, helps the new people really catch that vision or speak like that person that originally made the business successful in the first place? I mean, is that where this ultimately can go?
Chad Hohn:Like, I see the connecting of the dots and the plumbing in the back end, but, like, practically, I guess, you know, maybe that's a good question for Liz. Like, is this something you see that being able to do, or is this, you know, something helpful? Right?
Max Cohen:Like, can we
Chad Hohn:In that way?
Max Cohen:Can we take our founders founders brain and upload it into the matrix where he can live forever?
Chad Hohn:Literally. I mean, just like, you know,
Max Cohen:I don't passes on, his brand voice will live throughout the company
Liz Moorhead:Well, I can't
Max Cohen:generations after that.
Liz Moorhead:So this is where we start getting into, I think, one of the biggest potential challenges here
Max Cohen:Right.
Liz Moorhead:Is that your voice is not your message. Your your voice is not the what of what you're saying. Right? So your message is the what of what you're saying. Your voice and tone is your style.
Liz Moorhead:Right. It's how you say it. Mhmm. Right? So for example, George's what's are it's it's all about the humans.
Liz Moorhead:It's about HubSpot. It's the actual tactical education that he does about HubSpot. But his voice and tone is the packaging. It is not the message.
Chad Hohn:Yeah. So the wrapping
Liz Moorhead:is about where I think a lot of people get really tripped up with this is that they are going to think that voice and tone is going to be a way to come up with more whats. And you still have to have a message. You still have to have your own set of core beliefs. You still have to have your own points of view. Mhmm.
Liz Moorhead:Like, saying you're warm and approachable, and we say hot dog instead of artificial intelligence. Like, that is stuff that is stylistic.
Chad Hohn:Right.
Liz Moorhead:That is that is just making you sound like a human.
Max Cohen:Mhmm.
Liz Moorhead:But what gets even more interesting about this what gets even more interesting about this is that when I think about companies that try to operate more like media companies, right, or where you have multiple thought leaders underneath the same roof, they're not supposed to sound like each other.
Max Cohen:Mhmm.
Liz Moorhead:They're supposed to sound like themselves. So, like, when I used to be the editor in chief at Impact, you know, we had a we had an Impact brand voice, but all of our editorial, every single byline was an individual human being. And we worked with each of them to make sure that they sounded just like themselves. Now there was some stylistic polish that went on top. You know, we had AP style, so we had certain rules for, like, commas and stuff like that.
Liz Moorhead:Right? But for the most part, you know, there this is one of those tools where it's very exciting, but there isn't a ton of knowledge or education out there about what this stuff actually is, what it isn't, and how and when you use it. Like, think about the disparity that we're gonna see in content where, you know, George, you and I get to work together, and that's really exciting, but not everybody has a list.
George B. Thomas:Yeah. Yeah.
Liz Moorhead:You know? Not everybody gets to, like, hang out and talk nerdy shop about brand voice and tone, which is a very niche specialty area. So hooray. I'm so glad we all get to upload documents, but there's really no guidance on what that is supposed to look like, especially since it's like it's kinda like asking what somebody somebody what a content strategy is. You ask 10 different people, you're gonna get 10 different answers on what that document looks like.
George B. Thomas:So it's it's interesting. I wanna I wanna one, I want you to talk about, in a minute, the document that we created to actually actually upload and use to to do the voice and tone. The, probably, superhuman framework is is the greatest example that you've, done lately. I want you to talk about that for a minute and what that kinda looks like. But but what you just said, I think, is really important.
George B. Thomas:And, again, I don't know how many people from HubSpot actually listen to this podcast or not. But when you started to talk about individual voices, I started to think back to our episode on data sources last week where one of the things was the user. Right? You can go and put, like, I'm this role and, like, imagine if there was, like, an overarching brand voice that was the rules and things that you wanted to set, but imagine if there was another layer of this that it could be programmed per individual human. And so if you went to write the email or if you went to do the social poster, you went to write a blog article, it actually knew, oh, I'm supposed to look at this brand voice, but I'm also supposed to use this human's, you know, brand voice or tone or whatever you wanna call it.
George B. Thomas:Now all of a sudden, we're getting double context. We're getting more specific. These are the levers I think HubSpot could start to pull of, like because, again, I'm gonna sound different than Max. Max is gonna sound different than Chad. Liz is gonna sound better and probably smarter than all of us combined.
George B. Thomas:But if we at least had this information at a user level to be combined with the brand voice that is also then connected or combined with the data sources, now we're getting somewhere. But but, Liz, talk about this document so people can kind of understand what we're even talking about and why I got excited about the fact that, well, we can upload our own document now.
Liz Moorhead:So it's interesting. The document that I'm gonna walk through, we did this obviously for the the superhuman framework, which, George, we could get into at a later time what that actually is, but it it it's an incredible passion project that we're working on together. But the what what's interesting about it is that I actually created a hybrid document that is both a messaging strategy and a voice and tone document. Because right now, there is no place to put a messaging strategy for your business or your company within HubSpot. So and so whenever I think about, you know, what are the documents that people actually need in a business, you need a messaging strategy and you need a voice and tone document.
Liz Moorhead:You need both. You need to know what you're saying and you need to know how you're saying it. You can't just know how to say something without knowing your what, and you can't just know what you're saying without having some thought or intention behind what how that's going to sound when it comes flying out of your digital face. Right? So what I did was I created a hybrid document where the first part is the messaging strategy.
Liz Moorhead:I documented what the superhuman framework is. I documented key terms and our chosen definitions for them. This is what we say it is. This is what we say it isn't. These are the different components of it.
Liz Moorhead:This is how each of them are defined. And then I also included a section of this is how we are competitively different from other similar frameworks. So it understood how to position us and understood our place in the market. Because a great brand messaging strategy is gonna have a number of components. It's going to have the what.
Liz Moorhead:It's going to have the where. So your marketplace, where do you fit? How who are you? How are you different? And then I went into a big comprehensive audience overview just so everything was in a single place.
Liz Moorhead:Mhmm. But unlike a lot of what the persona tool does and does not allow you to do, I went a little bit more emotional. So I said, who is our audience? And I ran through a big list of who they are. Then I ran through what are their current challenges.
Liz Moorhead:Great. So disengagement, burnout, high turnover, culture misalignment, performance pressures, communication breakdowns, and then we go deeper. So how do they feel about where they currently are? They're frustrated because of x y z. They're isolated because of a b c.
Liz Moorhead:They're skeptical because of one, two, three, and on and on. There are a few more like that. And these are very clearly defined. We don't just say they feel frustrated. We say they're frustrated because they feel like they're spinning their wheels, constantly putting out fires without seeing meaningful progress.
Liz Moorhead:They feel isolated because leadership is lonely, especially when it seems like no one else understands or shares their burdens. So each one has a micro story in it. Then we talk about what their goals are. They wanna build stronger teams, reduce burnout, improve retention. And then what do they want from us?
Liz Moorhead:Connection, clarity, competence, impact, and each of those has a bit of story behind them. And then I ended that section with situational examples. Like, Karen is the VP of operations at a growing temp company. Her team has seen an uptick in burnout and disengagement after months of pushing hard to meet aggressive goals. She's frustrated by the high turnover and feels the pressure to balance productivity with creating a healthier, more sustainable team culture.
Liz Moorhead:She needs a framework to align their leadership with meaningful action, reduce burnout, and foster long term loyalty and engagement. But there are, like, six or seven of those. There are lots of them. And so that's just the messaging piece. Right?
Liz Moorhead:Because in order to feed something voice and tone, it needs context. It needs to understand what the heck we're doing here. Now if at some point later on, there's a place to dump a messaging strategy in, this makes it a lot easier. Although HubSpot make sure they talk to each other. Make sure, I don't know, you find someone who can educate about how these two things are codependent and work together.
Liz Moorhead:I don't know who that person might be. Some beautiful tall angel who falls down a lot and doesn't know how to ride a bike. Common. But after that, we then we get into the brand voice and tone. Right?
Liz Moorhead:So this is where I have to do a little educating for our audience. Voice and tone are not the same thing. They are two codependent elements of your brand personality. Your brand voice, that is what someone is supposed to think about you all the time without you having to tell them. You are warm.
Liz Moorhead:You are friendly. You are approachable. Right? You are traditional, modern, however you wanna put it. Tone is how you deliver on the the promise of your voice.
Liz Moorhead:It is what you actually sound like. Oh, so you are a challenging, innovative, visionary brand voice. Right? So you speak clearly. You speak concisely.
Liz Moorhead:You include facts. You you don't use passive language. You use active language whenever possible. It's how it manifests. How do you sound?
Liz Moorhead:How do you deliver on the promise of being warm and approachable and friendly? Sounding conversational by using plain language. So, again, it's the delivery mechanism of that. So that's voice and tone. That's how they work together.
Liz Moorhead:Tone is also a little bit more dynamic. Right? You may see your tone shift depending on the context. A blog article might be more personal. It might be more, one to one, more human, more conversational.
Liz Moorhead:A case study is going to be more just the facts man. It's gonna be just facts and figures, a little less editorializing, a little less fluff. And then we get to dos and don'ts. Talk about this is how you do embrace this voice and embody this voice is how you don't do it, then we get into tone. What I really like about what I did in this tone document and maybe I should share this as an example in the show notes just so people can look through it.
Chad Hohn:Yeah.
Liz Moorhead:But I talk about the different context. In educational content, this is the tone. This is how it sounds. This is what you avoid. In empathetic situations, in urgent calls to action, in conversational interactions, each one has a set of rules.
Liz Moorhead:Then, finally, this is my new favorite thing, and I'm so curious to see how this influences our outputs. AI and machine learning models are all about if then statements. Right? They use logic to make decisions. But if we don't program some of that logic for them, they can sometimes make what they think is the best decision possible.
Liz Moorhead:So, Chad, I'm actually gonna share my screen just so the guys can see what I'm looking at because I wanna see if what Chad thinks of it. I'm so curious. So this is what I'm looking at here. So I created a bunch of if then statements. Mhmm.
Liz Moorhead:Who am I speaking to, and what are they feeling right now? If they're overwhelmed, do this. If they're hopeful or curious, do that. Does this message address their pain points directly? If not, do this.
Liz Moorhead:If yes, do that. So I created a bunch of different questions
George B. Thomas:Mhmm.
Liz Moorhead:That help them hopefully make decisions. Because I thought about it this way. I'm either giving this to a machine or I'm giving this to a person. Because voice and tone documents, brand messaging documents, these are all incredibly subjective. They are meant to be manuals for your content creators or anybody who has to create assets that are a part of your brand.
Liz Moorhead:But they're always gonna have moments where they have to make decisions. Yeah. So I wanted to create opportunities for them to still have creative freedom and flexibility Yeah. But understand where to move and pivot if there are changes.
Max Cohen:Mhmm.
Liz Moorhead:So this is this is what this beautiful child looks like. I love her.
Chad Hohn:I think that's fascinating. I'll go go ahead. No.
George B. Thomas:You Go ahead, Chad.
Chad Hohn:Okay. Yeah. So I think that's fascinating. I mean, the part that I think is fascinating about that so there's two places that that my brain goes, when I look at, like, all those if then statements at the end. And, realistically, it's like, it's gonna process it sequentially most likely.
Chad Hohn:Right? Meaning, like, if this, do that. And so, like, at some point, it's gonna be like, oh, hey. Is it this? And then it's gonna rewrite it in some parts and not in others depending on the action inputs first.
Chad Hohn:So, like, this is an example. And and if that's by design in that order, then awesome. You know? Right? But if there are some parts of it where it's like, if it rewrote this and then didn't rewrite that, it could yield something interesting.
Chad Hohn:Right? That that's one place. And because, like, I always go back to, like, ever since I started getting more heavy into automation and data and really understanding how, like, the Internet works and, like, how tools are connected and integrations work, my poor wife, I feel so bad for her because she's like, hey. Could you go get me the black shirt from the closet? And I'm like, yeah.
Chad Hohn:And I returned the first black shirt because she didn't give me any additional criteria. Like, oh, I wanted the long sleeve one that has, like, the button on it or whatever. Right? And I'm like, I've gotten so much worse since I've gotten more, like, programmatic because I think start to think more literally about the stuff. And, like, yeah, LLMs sound so human and conversational, but it is gonna take the easiest path to the
Liz Moorhead:Oh, a %.
Chad Hohn:Answer you requested. And that's, I think, something that people forget because it's like it is a lot of times like, oh, you just asked it a question, it'll do thing, and, like, you talk to it, like, in you know, with your voice and whatever. Right? Depending on what models you're using. But yeah.
Chad Hohn:So, like, I think the the the order, if it's how you want it and, like, if you think through that Yep. Then that's phenomenal.
Liz Moorhead:It's interesting. I actually wanna point one thing out here really quick just to answer Chad's question about this. So if anybody went to George's AI talk at inbound this year, he gave away an editorial checklist that goes in a very specific order of how you analyze a piece of content. And it's always granular structure, a little bit higher level substance, a little bit whether and then toward the end, it just starts getting more into style.
Max Cohen:Mhmm.
Liz Moorhead:So there is a definite and definitive order in which it moves in, and that's why I'm curious to play with this. It's just again, it creates this sadness for me where it's like there isn't enough education out there about brand voice and tone. So we're having conversations that many organizations may not even be having. They may just be excited to call it warm, friendly, and approachable. Max, I'm sorry.
Liz Moorhead:I cut you off. Go ahead.
Max Cohen:This is to me I know we were listing off where brand voice gets applied. Do we know if it if it hits customer agent yet?
George B. Thomas:Not that we know of yet because it doesn't say it in the knowledge article, which is why I kind of alluded to, if if anybody from HubSpot's listening, the that agent, the prospecting agent, the like, all of the agents
Chad Hohn:Yeah. Really need to be tied
George B. Thomas:in and pay attention to this.
Max Cohen:Yeah. Yeah. I'd say I'd say even so customer service is so different at every single company because everyone sells different stuff. Everyone has different types of customers. Everyone has different types of processes in the background.
Max Cohen:Everybody has nuances around the way, you know, they serve their customers and what to do in different situations. Right? And I think it's really hard to build an interface around that to create a lot of that logic. Sure. Can you build an interface to control what happens inside of HubSpot and, like, your process there?
Max Cohen:Yeah. Totally. Can you build workflows to do different things with tickets? Sure. Right?
Max Cohen:But that customer agent, the the AI stuff behind it, what I what I really think it's geared towards right now is understand what they're saying and go find knowledge based articles. And if they don't work, go give a way to get back and go go create a way to get a ticket. Right? But, like, this document that you're showing me, Liz, where you were writing through all those, like, if then, you know, statements. Right?
Max Cohen:This like, just imagine if you could take your customer agent and literally just upload, this is our customer service playbook. Yeah. If you encounter someone with this situation, here's what to ask. This is what to do. Right?
Max Cohen:And, like, an AI can get smart enough to, like or the AI already is smart enough just like it's it's smart enough to understand your brand doing, Tony, or just by reading this. Right? Like, that would be such an amazing thing to be able to say, like, hey, here's how we handle all these different nuance situations, what to say, what to ask for. Right? Like, this would be an unbelievable way to train those customer agents in a much more meaningful way of, like, here's the URL and here's the content.
Max Cohen:Go find it. If it matches what they're looking for, give them the article. Right?
Chad Hohn:They don't have as words
Liz Moorhead:in it. This is where we start getting into a weird space, though. George, what were you gonna say, bud?
George B. Thomas:Yeah. So here's here's I wanna just lean in in the list. I know you'd wanna get into, like, the weird space thing, but I I wanted to circle back around on something that, a, aligned with something you said when you were talking about this document, and, b, aligns with, Max, what you're kind of saying. I want everybody to know inside of brand voice, there is channel specific settings, which you can flip switches on that say use the default tone or use the different tone for. And right now, there's blogs, case studies, email, pages, podcasts, and social.
George B. Thomas:So there literally is a place that I can be like, okay. I wanna tweak the tone to this. Now imagine if it was, I wanna tweak the tone and tweak this and tweak this for this. Now all of a sudden, we get a real interesting place. But this is also the screen where I would love to see, well, social probably stands for the social agent, but, like, prospecting agent or a success agent.
George B. Thomas:Like, I would wanna see those agents in this channel specific settings to be able to do the things that we're talking about in today's podcast at a very granular level. Because, again, I think the big problem with this is, one, people might not just be doing it like Liz says or not might not understand it. And when they do do it, it's such a broad brushstroke. And this is literally where I would say in HubSpot and in your business, this is one of those scalpel strategies, not sledgehammer strategies.
Liz Moorhead:Mhmm.
George B. Thomas:Like, specificity is gonna win the day per channel, per tone, per, like Yeah. Alright. Go ahead, Liz.
Liz Moorhead:Yeah. So the weird space that we're entering into is where, guys, voice and tone is so much simpler than we think it is in some ways. Right? Like, I had to do a lot of writing out here, and what the what the guys are looking at right now is the section where I talked about how do they feel about their current state, what are the goals they want to achieve, and why, and what do they want from us, and then the situational examples and scenarios. What this comes down to is literally just being a human flipping being.
George B. Thomas:Mhmm.
Liz Moorhead:Like, if somebody shows up and they are frustrated and feeling skeptical, but they are hopeful and determined, that means you need to show up and acknowledge their frustration and validate where they are right now and why. And this often gets packaged under a word that I am growing to load with every fiber of my being, and that is empathy. Empathy is not a Band Aid. Empathy is a Trojan horse word that allows people to say, well, I'm showing up with empathy. I said, hi.
Liz Moorhead:I see you're frustrated. That's a freaking bummer. No. That is not actually showing empathy. Real empathy is showing up and saying, man, you're frustrated, aren't you?
Liz Moorhead:I get it. You have so much downward pressure coming from above, upward pressure from the people you're leading from below. You're being told two things that seem to be mutually exclusive. Your people must hit these goals. Create a safe work environment where people can balance work and life.
Liz Moorhead:And you're just sitting there in the middle going, sure, Jan. Happy to. Absolutely. That is showing up. That is meeting an emotional need.
Liz Moorhead:Jan Jan sucks.
Chad Hohn:Jan sucks. Sandals, Jamaica.
Liz Moorhead:Serenity by Jan candles are terrible. Anyway and that's where I think we get into very interesting conversations around brand voice and tone. You do need all these rules. You need to understand what are the things are that you need to document. But literally, you were just sitting down and saying, well, who is the human being in front of me, and why are they showing up this way in this moment?
Liz Moorhead:Not just what are they asking and what do they want from me.
Chad Hohn:Yeah. I I'm curious. Do you think that, like, understanding just your own ish, as George would say, of being a human and, like, how you feel and, like, because sometimes, like, you know, I don't know. Maybe I got a little touch of something in my life, but I don't know always how to explain exactly how I feel about stuff. You know?
Chad Hohn:Like right? And, like, it just is Messaging. Whatever and, like, articulating those things. But, like, for me to try and, like, put how I'd like to communicate to people in a business document would be very difficult because it's
Liz Moorhead:not It is incredibly difficult. And so I have a story about that, actually. I have a I have someone I work with. I've worked with for years. And, George, you will probably relate to the story not because it's you.
Liz Moorhead:I'm not being sassy. So I do, with with our no. I'm very serious. I do this workshop for our clients at psychic strategies, but it's something that I've been doing for a very long time. It is a voice and tone workshop, and I actually take people through So what do you want to sound like, and what do you not want to sound like?
Liz Moorhead:Who are you and who aren't you? And this guy, he is absolutely incredible. He's one of my favorite human beings on the planet. He is this big gregarious larger than life kinda guy. He is he is a magnet of a human being.
Liz Moorhead:And that idiot sandwich, I love you so much, Rob Beeler. I know you are listening. You know I'm allowed to tell this story, but good god. He literally put, well, I don't wanna show up as opinionated or funny. And I'm like, wait a minute.
Liz Moorhead:So are you just gonna wake up tomorrow morning and be a be a fundamentally different human being? Right? So you're absolutely right, Chad. There is there is a reason why people who are third party facilitators come in and do this work. Because when we look in the mirror, we only see the best parts that we wanna emphasize and the parts that we think will not be palatable to other people.
Liz Moorhead:We George and I have had extensive conversations about this. You know, you have done a tremendous amount of growth in terms of how you show up as a whole ass human, but that required both of us to go through scenarios where it's like, my guy, why are you hiding parts of yourself?
George B. Thomas:Yeah. So so, Chad, by the way, it is difficult. Yeah. Even for me, it was difficult, which is why, ladies and gentlemen, you hire an expert
Chad Hohn:Mhmm.
George B. Thomas:To help you make that journey. And this is not a sales pitch, but this is something that we help humans do at Sidekick Strategies is like and by the way, I I will forewarn anybody and everybody before they wanna just reach out and think it's gonna be, like, frolicking through the tulips. It's more like laying on a psychological therapy couch over and over again until you're like, god. Why did I sign up for this? Until this beautiful document of understanding comes out the other side, and then you throw that into your GPT or you throw it into your HubSpot, and then all of a sudden you see the massive difference that it not only made in you, the human, going through the process, but also now your AI assistant that can because it know you know you, so it knows you.
George B. Thomas:Mhmm. Like, it's a it's a game changer.
Liz Moorhead:It's a beautiful thing. So I know I could spend a bajillion hours talking about this, but we do not have a bajillion hours. So I would actually be curious to hear from you guys considering that we've done a little bit more of a deep dive into my end of the pool where I do because you guys talk about, like, webhooks and you lose your flipping minds. This is the ish that gets me so excited because we're just at a very exciting inflection point where if organizations have the chance to get it and they really wanna learn this stuff, they're gonna they're gonna plow through anybody else who just doesn't do the work. But I'd be curious.
Liz Moorhead:What warnings or fears or concerns do we now have about this brand voice and tone tool? Where where are you where's your gut on it? Because there's a lot of opportunity here which we've already discussed.
Chad Hohn:Misunderstanding is the first place I think. Right? Like, I mean, I think I look at the tool. The I one of the reasons there's a beta tag on it is because people just they have a knowledge based article to help explain what it plugs into, and that's it. Like, I mean, again, we need the content therapy couch, it sounds like, to, like, really make proper use of the thing.
Chad Hohn:And it's like, there's gonna need to be some sort of multiple mediums of video and other learning to help people understand how to configure it. I guess, you know, that's what I'm afraid is people won't really know what to do with it.
Max Cohen:I don't know I don't know if this is a fear or just me being still curmudgeon y about AI for whatever reason. What I fear, about, you know, making more stuff easier with AI is that we start to, like, take just a couple more inches of detaching ourself from thinking critically about our own content creation and offload even more of that to computers and take a little bit more of the human out of it. You know, but that might also might just be me being like, back in my day, we had to write our own blog post to know what we were talking about. And now you just got all these AIs and the schemitty toilets creating it for you. You know what I mean?
Max Cohen:Like, I it's I think it's cool. Don't get me wrong. I think it's I think it's probably gonna be really impactful in terms of, like, the quality of everything. But, you know, there's still always gonna be that part of me that was like, man, we didn't really wanna create content back then because it was super hard, and now we're just kind of removing, as much of the challenge as possible. Yeah.
Max Cohen:Which which, again, maybe that's a good thing because it'll make it'll look like, that that's the that's the other side of the argument that makes it really difficult for me to kinda wrestle with it. Right? Because there is so many positives of it. Right? Like, I talked a while ago about, you know, why I'm so stoked about content remix is that now I can create content in the format that I'm comfortable in, so it would encourage me to create more content.
Max Cohen:And then all the ways that all the the the formats and modalities that I can disperse that content, I can now create. Like, you know, I don't like writing, but I can take, you know, a short thirty second TikTok video I do and turn it into a blog post, turn it into a social book, turn it, you know, turn it into all these other things that I'm really, really bad at writing. You know? So it's good there. Right?
Liz Moorhead:You
Max Cohen:know, and and I think maybe, like, you're gonna see that a little bit less with the brand tool because at least if you're putting the time and effort into, like, you know, doing things like the document Liz created and really thinking strategically about your brand voice, I would say that's a pretty good indicator that you're using AI in the right way. Right?
Liz Moorhead:This is also a baby version of this document. This is, like, a this is a
George B. Thomas:small one. Sure.
Liz Moorhead:I can't stop. Tell them how big that you really are.
Max Cohen:Hey. I'm sorry. Do you see how small the scroll bar is on the right hand side, and you're telling me this is a short one?
Liz Moorhead:I can't see it, man.
Max Cohen:Yeah. I can barely see it.
George B. Thomas:Yeah. But
Max Cohen:I I do have one question, though. Liz, this question's for you. If you went into, if you went into George's, advanced settings for his brand voice and you went down to the replacement rules and you replaced the word humans, what would you replace it with?
Liz Moorhead:Oh, wow. Almighty Skynet Overlords.
Max Cohen:Oh, jeez. I was gonna say See. I was gonna say stinky little birds.
George B. Thomas:Oh, wow. See. How did we get here?
Max Cohen:Just imagine that he
George B. Thomas:was doing so
Max Cohen:good. Remember everybody.
Liz Moorhead:Ponies. It's all
Max Cohen:about Just
Liz Moorhead:make it super simple.
Max Cohen:It's all about the stinky little birds.
George B. Thomas:We were we were doing so good.
Liz Moorhead:We were doing good.
George B. Thomas:Need to
Liz Moorhead:get off my lawn.
George B. Thomas:So George,
Liz Moorhead:what about you? What are your fears and concerns now?
George B. Thomas:That I that I have you guys on this podcast right now. No. I'm just kidding.
Max Cohen:What's
George B. Thomas:No. The my biggest fear is that it becomes the HubSpot projects tool. Oh, can I do that? Idea a great idea that gets abandoned. Right?
George B. Thomas:Yeah. It's a idea that gets abandoned because right now, it's it's to the point where it's exciting, but it could get to the point where it's awesome. And and here's where I'm gonna go with this, is that this could be a fundamental piece to where HubSpot is going in the future or where I feel like HubSpot could go in the future. I don't know if they're going there or not. But I bumped up into something earlier, maybe a week or two ago in my brain.
George B. Thomas:I don't think HubSpot is actually building a CRM anymore. I think HubSpot is building one of the world's largest and best business agents Mhmm. That you will ever be able to find. And, because here's the thing, the minute that we have all of the activities and all of the data and all of the voice and all of the tone and all of the agents working, it it is now a business agent filled with other agent employees that the humans are powering the strategies and the I I just think this goes to a place that we might not even be able to imagine at at this point, to be honest with you. And this piece right here, the connective tissue of data sources and personas and ICPs and brand voice is so vitally important to get right that I I hope they put the money and time, into, birthing it into what it needs to be.
George B. Thomas:By the way, Liz is showing everybody, if you're watching this on YouTube or wherever you watch it, the original document is a PowerPoint presentation that is, I don't know, many, many, many slides of information. You're muted, so you're just killing it with that mute button today.
Liz Moorhead:Of course. I am. I'm killing it with that mute button. No. It goes into problems, value propositions, how we talk about ourselves, how we talk about every single different type of, competitor that we have, everything.
Liz Moorhead:So there's a lot that goes into it, but I haven't I didn't wanna upload something so large. Yeah. But, George, what do you want our we've gone through a ton of stuff today. I've dragged you all kicking and screaming into the deep end of my baby pool. But what do you want people to walk away from this day?
Liz Moorhead:Because we've talked about tool, and we've talked about strategy.
George B. Thomas:Yeah. I well, just based on what you said, I want, people to quit thinking of it as two different things. I want I want you to think about it as, like, this cohesive, like, this is where my strategy lives. This is where my tech lives. This is where, like but but my takeaway for today is and not to sound like a broken record, but quit using HubSpot like it's HubSpot.
George B. Thomas:Always come back to these places and pieces that they launch, always retest it, always modify it, iterate, iterate, iterate. Like, this this probably is the third, if not fourth time I've come back to it and tried to try it out to see if I liked it. I finally do enough to talk about it on the podcast, but I'm not just gonna let it sit here. I'm gonna keep digging. I'm gonna be looking for new features.
George B. Thomas:My biggest takeaway, would also be for anybody and everybody listening to this podcast is to be noisy towards HubSpot that we need more education on this. Look. If I go into the HubSpot Academy and I type in brand voice, there's two videos that show up. One, Jory does for about three minutes, and one, Crystal does for two minutes. Come on.
George B. Thomas:Five minutes for brand voice? Like, I'm not even saying, like, everything that Liz was just talking about. I'm just saying five minutes for brand voice like the feature. Like, there there has to be some granularity of educational context to the way that people should be thinking about the strategy and using the tool. And if if HubSpot Academy isn't leading the way, well, dang on it, then we will.
George B. Thomas:Mhmm. We'll lead the We'll
Liz Moorhead:we're already publishing a new piece of content today about this. You know I'm uppity about it.
George B. Thomas:I'm just saying. Like, to get noisy about one uppity about it. Anyway, get noisy about wanting more education around this, because I I personally feel it's that important to you, to your business, and to the level of what we should be taking this. I envision a world where there's independent, user brand voices, a major brand voice tied to your persona property being used right, your ICPs putting being put in there. Yeah.
George B. Thomas:And now that's just so it it could be so good. Mhmm.
Liz Moorhead:I already manufactured that outside of HubSpot. I use so it's not GPT. You know this? I have a George bot. I have a Paul bot.
Liz Moorhead:I have a Rob bot. I have a Sean bot. I build my own voice GPTs based on my clients, based on hours and hours and hours and hours and hours of transcripts, documentation, programming, like but that's because I know how to do it, and I wish there were more opportunities for people to learn this.
Chad Hohn:Yeah.
Liz Moorhead:HubSpot call me.
Chad Hohn:Yeah.
Liz Moorhead:Anyway
George B. Thomas:Super curious. If if, if you're listening to this and you're like, wow. I'd love to do, like, a one day low cost group, brand voice tone workshop, hit us up. George@GeorgebThomas.com. I'll just hit us up.
George B. Thomas:I'm curious if that's, like, something that the, actually
Liz Moorhead:Stinky little birds.
George B. Thomas:Oh, stinky little birds. Let's not do that. Okay, hub heroes. We've reached the end of another episode. Will Lord Lack continue to loom over the community, or will we be able to defeat him in the next episode of the Hub Heroes podcast?
George B. Thomas:Make sure you tune in and find out in the next episode. Make sure you head over to the hubheroes.com to get the latest episodes and become part of the league of Heroes. FYI, if you're part of the League of Heroes, you'll get the show notes right in your inbox, and they come with some hidden power up potential as well. Make sure you share this podcast with a friend. Leave a review if you like what you're listening to, and use the hashtag, hashtag hub euros podcast on any of the socials, and let us know what strategy conversation you'd like to listen into next.
George B. Thomas:Until next time, when we meet and combine our forces, remember to be a happy, helpful, humble human, and, of course, always be looking for a way to be someone's hero.