Let this AI app predict how your audience will feel about your posts, then write them for you.

Jim James: 0:00

I'm going to say "guten tag" talk to Dr. Jonathan Mall who's joining us from Hamburg in Germany, Jonathan. Thanks for joining us. Today on The UnNoticed show

Jonathan Mall: 0:09

happy to be here.

Jim James: 0:10

and Jonathan, you are the founder and CEO of a company called neuroflash and, this is helping business owners, entrepreneurs, copywriters to create. Great copy. So yeah. Can you tell us how neuroflash is helping maybe the tongue tied the pen tie the keyboard restricted entrepreneur from creating content that they can use.

Jonathan Mall: 0:31

Absolutely. So neuroflash is an AI driven software that automatically generates and optimizes short form marketing texts. The software helps marketeers, as you said, to find messages which resonates with consumers. And lines. So the big difference between this, because there are many like, like this kind of trying to come onto the market, but the USP of neuroflash that we used, proprietary, semantic, approximation, and emotion mapping algorithms that predict consumer associations and feelings in 17 languages with the up to 99% accuracy. And that means that when you have a persona that you address or you have a brand that you are yourself, we can ensure that is really conveyed, that people understand when you write something, what you want them to understand. So you will not only with our texts, get higher conversion rates. We also ensure that your content makes people connect your brand with their life.

Jim James: 1:34

Jonathan. Do you want to just break that down for us? We're creating content. Tell us how are you going about that? Is it, do I need a degree? obviously you've got a psychology background and you're a doctor in psychology, so you're the right guy, but how does a person like me go about creating this content using neuroflash?

Jonathan Mall: 1:53

It's three steps. First you give a very small brief, like a, maybe a paragraph for an email. That already describes the content for that email. maybe it's just already an existing slogan that you have, the one that you currently use. Just some words that help the machine understand who you are and what type of business you are. So just a small text, usually one or two sentences. that's the first step based on that the AI is creating. for different content types. So say you want slogan, it'll produce 20 slogans. If you want an email subject line for your email body that you've given us a brief we'll then create 10 20 of those email subject lines. And then the third step. And this is really the crucial one that differentiates just some texts from the text that gets clicked and that helps people understand what your brand is all about then. The creations, according to the ability to trigger certain automatic thoughts and automatic emotions, right in marketing, if something is for example, highly emotional, and it's very clear what the topic is all about, and it may even be in line with your brand values. Then the message is effective because people feel so I want to click and they also understand who you are. with those few words so that they feel everything is congruent is in line there's no sand on the slide. So they go right into your longer form content. And thanks to the short marketing content that we have optimized.

Jim James: 3:18

So these, posts for maybe Twitter or LinkedIn or my headline, how do they compare with using something like a headline analyzer? There are some of these that are using power words. Emotive words is neuroflash sort of augmenting these existing platforms, or are you going beyond those platforms?

Jonathan Mall: 3:39

It definitely beyond because we are very flexible when it comes to, what type of associations you want to convey. So if your topic. is very specialized say, and I think everybody thinks that or understands that their own industry, their own brand, their own product is special, has some special features, et cetera. It needs to be conveyed in order to get people to click. And, if you can just simply enter them, fill them in. So if your headline of only should be clicked, but it should also convey that you are very authentic. You can say, I'm an authentic brand, click this headline. This is a great product, but nobody will, whatever our engine can see that words like true traditional original, those types of words are themselves. are Very strongly associated with authenticity. So when people read those words, they themselves get the idea that this comes from an authentic source and authentic brand. So that brand message is conveyed. And then if we also ensure things like emotionality, then it will also get clicked because it's exciting. It is in line with who you are as a brand, so they click, but they also get what you are all about.

Jim James: 4:49

Is it neuroflash, somehow understanding the audiences that I'm talking to. And if so, How is it doing that? Because I might have one avatar that might be one segment of a community. And I might, for example, be doing a B2B article. I was talking to one young, PR guy, he was talking about the difference between the technical writing that he does for a client and the slightly more mainstream writing he does for a client, same client, two different audiences. How's neuroflash helping to cover off the audience understanding side.

Jonathan Mall: 5:23

Yeah. so it's two things we are able to predict. One is automatic thoughts and the other is emotions. Emotions may be a bit easier to explain because we have done over 60,000 surveys in different countries. So 17 languages, over 20 countries where. We just ask people this word, how do you feel that, that word? How do you feel? And then we are able to, predict for any other word that we didn't ask. Cause obviously we cannot ask 500,000 words. what is the predicted emotionality? And our algorithm is very accurate between 93 and 99%. Are we within one standard deviation of the average human ratings? And that's a lot of complicated words to say it's very accurate as surprisingly accurate. so that's emotions, but with the associations, we actually reverse engineer. How opinions are created, right. let's go a little bit, back let's talk a bit about psychology. Like how do politicians and brands convince us that they are great, right? They do it by doing PR by being seen a certain situations by, having articles and then headlines written about them that connect them. their words that their names. Or a brand name or product name to something positive, right? this tape is super strong, but we trust strong. So now you have this tape and this brand name associated with strong and ultra, and you repeat that over and over. That's what marketing does. And then in the end you're like it's front of the shelf and you're like, I need a really strong one. Ah, this one I think is really strong. Why do you think that? Why do you think that automatically, because you had heard that message over and in your brain, those two things got connected. Yeah, this

Jim James: 7:03

Yes right by association. Yeah,

Jonathan Mall: 7:05

by association and politicians obviously do the same thing. And right now, I hope this, this age as well, but the Corona epidemic and a lot of information is being spread about it. Here in Germany, for example, there were a lot of headlines regarding AstraZeneca and its side effects. And there were way fewer about BioNTech, which coincidentally is a German brand, to, to some extent. so people were more reluctant to take the AstraZeneca vaccine, than the BioNTech because there were way more headlines putting the side effects in association with AstraZeneca and not with BioNTech right? So this is how then opinions are being created. And this is just one example, with brands, politicians, products, it's all the same. So if you know that if you know that what people read and consume and hear is having an influence because it creates these associations. What we have done is we look at all these texts that people could potentially, read and extract from them. The likelihood that a single word is indeed associated with another one. And that means that if you want to express authenticity or trustworthiness, without saying the actual word, we can tell you which words are the closest to authenticity, which then implicitly. So subconsciously. Get give people that idea of you being authentic or trustworthy.

Jim James: 8:27

Okay. So really by word by association, almost like a giant, thesaurus, for people.

Jonathan Mall: 8:32

Indeed. A thesaurus that's a good likening indeed. A thesaurus has in mind your goal, right? So if you then tell the neuroflash in the engine, authenticity, trustworthiness, or maybe you you want a more, trendy, fashion audience or whatever, you just set those things that you want to convey. You want to have people have that idea. it will then check for any generator texts, how easy it would be for people to get that idea from that text, it's almost like inception, right? It's Hey, trust me, that never works because my people need to just confront people with, Hey, why should I trust this guy? there all the conscious thinking goes on and they're like, should I trust this guy? Because it's too straight. However, when you say, lots of experience, always gives great presence to his mother, for birthdays. Now you would trust that guy a bit more. And the word mother, for example, is highly associated with trust, of course, because many people trust their mother is this, it's quite a bond that many people have. So you, by just using that, picture, that word in that context, you can help people to understand that you are trustworthy.

Jim James: 9:37

so this sounds like the mother of all AI creation software then. So Jonathan, what about if I see companies that I like, and I'd like to be like, Them in some way. obviously there are some industry leaders in all categories, whether it's Hertz in automotive or, apple obviously, or even like Pfizer, for example, can I identify what these market leading companies are doing and therefore ask the engine neuro flash to help position me in similar ways. that possible?

Jonathan Mall: 10:11

Yes it is. And it's quite straightforward. you just define it as a goal and you put in, a brand name like Adidas or Nike, if you want to be more rebellious. and just by having the brand name, the engine understand let's look at words that are close to that brand name, because of course, Adidas or Nike speak in a certain way. They use certain words. And hence, if you then use similar words, it will automatically sort the creation so that you use the ones that are closest to you are basically ideal a brand that you try to emulate.

Jim James: 10:44

these different words and texts, are they becoming iterative? Because when you create a campaign, it needs to be consistent over time and over channels. Can you just tell us how do you ensure continuity Jonathan within Euro flash for the content creator?

Jonathan Mall: 11:03

so recent example, yesterday, we hawe had clients who wantedave a slogan. He wanted a Facebook headline and a Google. And just with the same brief, he just selected first slogan, then Facebook, then Google. And he was able to create all of them and in a sidebar, see how strong each of them was on their ideal brand values and on the emotions that the client's trying to trigger. And only when all of them were at a certain level, like comparable level, but didn't say, great. This is my package. This will not go out ensuring that all channels have the same,

Jim James: 11:39

Now that's a very interesting point then. So you're creating different content on the same theme for different channels. Is that correct? Because traditionally for issues of just ease people create the same post and they put it out on Twitter, LinkedIn, Facebook, Instagram, Instagram needs a different, slightly awkward size picture. We normally have to do something different, but you're saying you make channel specific content. is that correct? With neuroflash

Jonathan Mall: 12:08

yes, absolutely. So channel specific in terms of length and, also like use of the emoticons which are more prevalent on certain channels, for example, that is all included. We then ensure that the tonality similar, across all. So that indeed you are conveyed in the way that you want to be seen and critically, by the way, it's always up to date. So if you say, I want to be like, Who two years ago had certain campaigns that they were quite different from what they are today. What if you want to be authentic and trustworthy right now, the engine is updated every month to reflect the current zietgeist. So if the meaning of, or the positioning of a brand changes or the meaning of a word like authenticity changes, maybe even, this is not as positive anymore, it'll automatically and immediately be shown so that if you want to stay. Truthful or authentic or whatever we can ensure that this happens every month with the zeitgeists in the culture. so that it's always accurate, even the society changes.

Jim James: 13:12

how do you take advantage of events? And it's like the Olympics, cause you mentioned you're updating every month, but the Olympics are now. is neuro flash going to be out of date or am I going to stay up too late with this, American athlete Biles pulling out for example, of the, of the gymnastics and maybe that's topical. If I'm a brand owner.

Jonathan Mall: 13:31

So the topicality you can indeed probably get from a newspaper that was just printed this morning. we require a lot more data to build our models. So we take the last 12 months of text data from mass media, social media, et cetera, to create these semantic, approximations and understand what does she, Okaexample, what, what

Jim James: 13:51

is she

Jonathan Mall: 13:51

is she associated withHow about you? Shouldn't't be, you shouldn't forget that. What she is associated with that athlete. even though today it may have changed. There was a lot of, one month ago when she was still in the tryouts and it was written about her in the context of the Olympics, all of the, that the strong associations were already there. We have Olympic association, very hardworking. I think she's also one of the best and all those things will have existed also before. So it is, I think the grand things are always up to date, but indeed, you want to know exactly what happened today. Then, look at a newspaper. if you change your marketing positioning every day, I would question your strategic foresight, a little bit. because I think the best communication is one that's changes very slowly, but has a very strong core. And even though that core may change slowly over time and it does every month, a little bit just to try to be consistent. That's already hard enough, I think.

Jim James: 14:48

Okay, Joe, that's a great point about the need to be consistent and not, like transitory with whatever the latest fad is. In terms of as an entrepreneur, what have you found useful and working for neuro flash in terms of getting your innovative platform into the marketplace?

Jonathan Mall: 15:08

so one thing I think, especially for us is, humidity, me and myself and many people in the team have a scientific background. And one thing is to be humble. When you make mistakes, you tell people that you make the mistake and then you correct the mistake. I think that is something that we have heard from clients is, surprising for them. They were always working with people who were always right. Everything was always perfect. But maybe sometimes it wasn't and then they just switched agency of their switched supplier. I think we always tried to be very open about that. And if we made a mistake, we were the first to say, I think we made a mistake. Here's the correction. because I think that's, it's really, leading to more trust. And it's that trust then that carries you forward because it's, I think especially situations in which, a relationship is put to the test but then also how strong and how reliable that relationship is.

Jim James: 16:01

Interesting, because with the conversation with Frank Buckler, that we had on the earlier episode of the UnNoticed he was also talking a great deal about the importance of trust and building that. And is that something then Jonathan, that you put into the neuro flash with your own content strategy trust, how do you use your own platform to build your brand?

Jonathan Mall: 16:23

Yeah, of course we do. we have, a set of values that we carry forward. indeed there are a lot about the, reliability, trustworthiness, authenticity, but also, a healthy dose of, just a bit playfulness, cause, we are in the end dealing obviously with money and content, but the best content is one that makes you smile. Right, or it makes you feel something. So I think that playfulness creativity should always be part of it. So yes, we definitely do use those values. When we write newsletters, when we have headlines in our website we always try to incorporate our values as as possible.

Jim James: 16:58

You mentioned a couple of things. You've mentioned a newsletter and a website, which channels are you finding most useful for bringing your funnel a supply of leads then for neuroflash

Jonathan Mall: 17:11

It's a dual path for us because we have worked with very big brands in the past and still to this day, many of them are now on the platform. Of course. and if we talk about brands like Adidas, or, Nivea or volkswagen it's indeed a lot about trust and the, The referrals that happen, thanks to those relationships. that is how you grow I think, best in the enterprise sector, because that's how you get to meet another CMO because some other CMO say, Hey, you should check out these guys and then they just call you directly. And you talk with them. Other ways to get to them usually more costly, more timely, and not always reliable so that's one, on that path of the more bigger enterprise, clients for the inbound, it's a normal mix, it's a SEO, it's, conferences and PR anything that gets the word out.

Jim James: 18:04

Yes. that's why you're on the show. Yeah, it's fantastic. You've mentioned though, you've got, I think 17 languages, the neuroflash can work with. So a company that's operating overseas could presumably use neuroflash for one campaign in multiple jurisdiction.

Jonathan Mall: 18:19

but to be very clear here, so we can rate content in 17 languages. We can right now produce content in two, by default, which is a German and English. We have a good time, for foothold here in Germany. So obviously we do everything native. Yeah. English is very straightforward as well. And we're now going to add more languages in the next two months, so we can rate already, if you have your own texts, you can put them in and they will be rated, but the generation, yeah, it's a little bit lagging, but over the next two months, those gaps will be filled.

Jim James: 18:49

it sounds like, it is already filling an amazing need for many people that are struggling with writing content. And I love the way that you can make it channel specific. I can really see amazing uplift in content engagement as a result of not just sending the same content across different channels, but actually having contents specific for each channel.

Jonathan Mall: 19:11

seeing is believing. So indeed if you want to try it out. So we have a seven day free trial, neuroflash.com, best way to get there. And you can just start writing within minutes. another way to get in touch, maybe through LinkedIn, always happy to get, requests and, if you're not, Yeah, I would say as software sales person, because I get many of those, the requests that are just pure ads. But if you are genuine and you want a real conversation, then yeah, just sit me up and with texts without us. And we're happy to connect on LinkedIn there.

Jim James: 19:43

JonathanMall you've answered my question, which was going to be, how can people get hold of you? So Dr. Jonathan Mall, thank you for joining us. say dunke schoen for joining us from Hamburg.

Jonathan Mall: 19:53

Dunke schoen Thank you very much.

Jim James: 19:55

Okay, we've beentalking to Dr. Jonathan Mall of neuroflash, and I can really recommend that you go and try that. And I'll put obviously the link in the show notes. Thanks for listening to this episode of the unnoticed entrepreneur and wishing you all the best and that you get noticed for all the great work that you can do.