The Generative AI newsletter for legal pros everywhere.

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This is day 16 of 100 (our goal - 100 consecutive days!) and today we will:

1. coin the new marketing tactic: PEO

2. talk business models

3. break down any business model

4. create a thought leadership plan for a specific client

5. video walk-through of an AI PDF analyzer

6. talk news you can use & lose

🚨🚨PREDICTION: Prompt Engine Optimization (PEO) will be an explosive new marketing tactic. Just like SEO, it will be used so that brands and companies (yes, law firms) will be more easily found when people are using generative AI tools. Google’s Bard and Microsoft’s Bing Chat use the respective search engines already so the architecture is built into them.

As a primer, SEO is used to increase organic traffic to a website and improve its online presence, visibility, and accessibility. By ranking higher in search results, a website can attract more targeted traffic, generate leads, and ultimately drive more conversions and revenue.

Ok, let's kick this off, shall we?

Today's Use Case: Business Model ➡︎ Client Development

Today’s newsletter will be particularly useful for those that need to sell legal services and those that help those who sell.

Knowing how to break down a client’s business model is a secret weapon that most in legal are unaware of or unsure how to do. For our in-house readers, this applies to you too. While you may specialize in one area of the business, understanding the complete business model (or being able to communicate it easily to others) is a key skill.

I teach how to do this to lawyers, legal business leaders, and law students, but there is an entry-level tactic that gets you started in a much easier way.

Cue the prompt, please.

PROMPT:

TASK: Using the 10-k and other public information please detail the business model for the company

COMPANY: Airbnb

BUSINESS MODEL: key value proposition, main customer segments, main channels, key resources, key activities, key partners, employee experience, operations model, and revenue model

ChatGPT will break out the entire business model for you. Review it. And don’t forget the Power Prompt of “elaborate on” if you want to drill down further. Such as . . .

PROMPT:

Elaborate on the [employee experience]. What is unique, unconventional, or different about how this company thinks and addresses that?

[] = choose an element of the business model.

Now you have an intensive look at this element of their business model.

You can drill down again by repeating this prompt

PROMPT:

Elaborate on the [work from home]. What is unique, unconventional, or different about how this company thinks and addresses that?

[] = choose an element from the previous reply

Ok, so now what?

Now comes the client development and thought leadership pieces.

We pull it all together to create a specific thought leadership plan for attracting the company and increasing our chances of earning its business.

PROMPT:

TASK: Create an internal law firm marketing memo that details a content strategy, complete with 5 types of content and 3 examples of actual content for each type.

CONTEXT: We want to attract Airbnb as a potential client.

TOPICS: For the content strategy, we want to focus on the legal topics related to the employee experience, focusing on the work-from-home experience, of Airbnb

AUDIENCE: decision-makers at Aribnb that influence what lawyers the company might consider hiring

This should return a memo that lists out content types and specific ideas for content.

PRO TIP: Swap out the various business model elements that you ‘elaborated’ on to generate even more content and strategies.

Tool Video Walkthru

Tool: ChatDoc

Tagline: Chat with documents. Get instant answers with cited sources.

What it does: You can upload large documents (200 pages for free) and it will analyze them so you can use generative AI to ‘chat"‘ (aka query) them

Who is it for: Anyone that needs to find and understand the information in a large document. It does not do the full analysis for you but it is much better than using the FIND function.

News you can use: Connecting ChatGPT to other apps/plugins creates real-time access to a number of information and data verticals.

Here are the plug-ins authorized so far.

News you can lose: Napster? But different.

Why is this news you can lose? Because it will take a while to sort out and can you put the genie back in the bottle?

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That's a wrap for today. Stay thirsty & see ya next time! If you want more, be sure to follow me on Twitter and LinkedIn.

DISCLAIMER: None of this is legal advice. This newsletter is strictly educational and is not legal advice or a solicitation to buy or sell any assets or to make any legal decisions. Please be careful and do your own research.