Make Them Care: A How-To Guide to Using AI to Better Connect with Your Audience.
Ever struggled to explain your product or service in a way that clicks with your audience (or friend...or family member!)?
You’re not alone.
Many business owners and founders face the same challenge: being so close to your product or service makes it hard to see it through fresh eyes. And because you’re so deep in the nuts and bolts of your product or service, that’s exactly what ends up dominating your conversations. Boring.
At Bizly, we've found a great new way around this problem. It's been working for others we've shared it with as well, so we're confident it can help you too.
First - a bit about Google Notebook LM (GNLM)
To get started, you need to know about a great new AI tool from Google - Google Notebook LM.
If you know about GNLM, feel free to skip to the next section.
If not, the first time you use it will feel like ✨ magic✨. You give it some material to work with (e.g. your website address or a brochure - whatever you have) and in a minute or so it generates a podcast with the 2 hosts having a detailed discussion about your product. Crazy!
Want to see what we mean? Check out the podcast we created about Bizly just by selecting our website as a source:
Now you know about GNLM, let's go through how to use it to create engaging ways to talk about your business.
Step 1: Point GNLM at Your Website or Marketing Materials
Start by giving GNLM the materials it needs to understand your product or service. This could be your website, a pitch deck, or even an internal FAQ document.
• What the AI Does: It analyses your content and identifies key themes, highlights important points, and summarises your product in new ways.
• Why This Matters: You’re too close to your own content. The AI can help spot what’s truly essential and phrase it in ways that are simpler or more engaging.
For example, when we fed Bizly’s website into GNLM, it highlighted our three core offerings—scores, reports, and monitoring—and framed them in ways we hadn’t thought to articulate before.
Step 2: Generate and LISTEN to the Podcast
Now you've added your sources, click on the "Generate" button to create the podcast. Once it's done (won't take long) get comfortable and listen to it.
This is where things get interesting. Because GNLM generates a conversational podcast, it replicates real-life conditions—like having a conversation about your business.
In my opinion this is the biggest value of this approach. So often when trying to simplify how we talk about our businesses we try to create catchy sound-bites or short heading-like sayings but that's not how people talk in the real world.
In the real world, people talk in stories. They talk in analogies. They substitute perfection for understanding. This is what you should aim for and this is what GNLM podcasts help you with.
• What to Look For: As you listen to the podcast, pay attention to what stands out. Are there analogies, examples, or phrases that feel especially clear or memorable?
For example, our favourite analogy was: “Bizly is like Google reviews for businesses, helping you avoid risks instead of bad meals.”
• Involve Others: Share the podcast with colleagues, friends, or trusted customers. Be prepared for candid feedback like, “Oh, is that what your product does?” These moments are gold because they reveal how your audience is contextualising your product or service.
At Bizly, feedback on our podcast helped us see that our messaging about “leveling the playing field for SMEs” really resonated, so we made it a central part of how we describe what we do.
Step 3: Use These Insights to Refine Your Messaging
Take the lessons from Step 2 and start shaping how you talk about your product or service everywhere—on your website, in conversations, and on social media.
• Real-Life Conversations: Use the analogies and clear phrases that resonated with others. For instance, we now explain Bizly as “Google reviews for business risk,” because the idea of rating businesses with a score instantly clicks with people.
• Website Updates: Revise your product descriptions and headlines to include the insights from your podcast. If people responded positively to a certain analogy or example, it’s likely others will too. Don't forget to test though.
• Social Media: Create posts or short videos around the themes that stood out in the podcast. For example, a quick explainer video about how monitoring helps SMEs avoid risks could stem from this process.
Why This Approach Works
Storytelling is at the heart of great marketing. A podcast, built with the help of AI, does more than just explain your product—it creates a narrative that connects emotionally with your audience. It moves beyond dry sound bites and gives you a way to make your product memorable.
By using Google Notebook LM to refine your messaging and test it through a podcast, you’ll uncover new ways to connect with your audience and tell your product’s story. At Bizly, this process helped us see our messaging in a whole new light—and it can do the same for you.