Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
Amazing how this quote from an AI assistant in the 1968 film (2001: A Space Odyssey) is now so relevant to where we are today. As if you needed another article on AI and the impact on marketing, writing, or quite frankly, anything else in your life. Love it or hate it; it’s here, it’s not going away, and it’s up to you to decide what or how to leverage the technology.
Most of our work falls into four categories: advising, thinking, creating, or writing. And writing can be lonely—anyone who does it knows that feeling. AI can help here if you decide to go down the path of not 100% human developed content. It can be used simply as a thought starter, a copy editor, or a way to bounce around an idea to get a different perspective. But there is that slippery slope—at what point is AI doing the writing or thinking for you? That’s probably for each of us to define.
And now for some full disclosure, the above was 100% human written. Curious how AI defines its own role in writing? I asked ChatGPT whether there are defined standards for AI-generated content. Here’s what it had to say:
There isn’t a universally accepted or predefined scale that categorizes writing by its degree of AI involvement—from completely human-generated to entirely AI-produced. Instead, what we see are evolving guidelines and best practices in different industries:
Continuum of Use: Most discussions frame writing on a continuum. On one end, you have writing that is entirely human-produced; on the other, work that is fully generated by AI. In between, many pieces are the result of a collaboration where humans leverage AI tools for idea generation, drafting, or editing.
Industry-Specific Guidelines: Different sectors (such as journalism, academia, and marketing) are beginning to develop their own policies. For example, some academic journals now require authors to disclose any use of AI in their writing process, while media outlets are debating transparency standards for AI-assisted content.
Emerging Standards: With rapid advancements in AI writing tools, there’s growing pressure for standardized disclosure practices. However, no consensus exists yet on a formal “level system” similar to frameworks in other fields (like the SAE levels for autonomous vehicles).
Human here again. AI did a decent job as the information is relevant, organized, and sufficiently to the point. Though it is too academic in tone, and this is not how we write at L&SOI (though, AI can be taught tone).
The lesson from 2001: A Space Odyssey? When you hand over too much control to AI, things don’t always go as planned. So, where is your comfort level? At what point or through what prompt do you believe you crossed the line from it being truly your thinking and writing to something that you let AI run for you?
Recently, Sonnhalter’s president, Matt Sonnhalter, was featured on 5 Minutes with Industrial Distribution, where he discussed a unique effort to help promote the needs of skilled workers and their prospective employers: a free database of vocational education and technical programs that span across the U.S.
On International Women’s Day, we take a moment to celebrate the incredible women making strides in the trades industry. Once predominantly male-dominated, the trades are now seeing more women take on key roles—from plumbing to carpentry, electrical work to HVAC.
Women in trades are not only challenging stereotypes but are also helping to fill critical skill gaps in the workforce. Their talent, hard work and resilience are driving the industry forward, and they continue to inspire the next generation of women to pursue these careers.
Today, we honor the women who are breaking barriers and excelling in their craft. Thank you for your dedication, skill and leadership in the trades. Here’s to you—today and every day!
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
We’re not talking about what someone may say that sets you off
Instead, we’re referring to the trigger that sparks an impulse to potentially make a purchase. Interestingly, both concepts are somewhat connected. In psychology, a trigger is an external event or circumstance that elicits a reaction. It can stem from a sight, sound, smell, texture, or even being in a specific location.
These triggers often play a significant role in our decision-making process as consumers. For marketers, understanding them is crucial to crafting effective strategies that align with customer journeys.
Think about this: You don’t wake up one day and randomly decide to purchase a new car. Something sets that process in motion. Was it the funny noise your current car started making? Did your neighbor’s shiny new vehicle catch your eye? Or was it the irresistible “new car smell” you experienced in a rental? Triggers like these often serve as the initial spark that propels us toward action.
But Wait! Wasn’t it Because of My Awesome Advertising?
While advertising plays a role in this process, it’s rarely the sole reason for a purchase. Instead, advertisements often act as amplifiers, gently nudging individuals along their journey. They might inspire you just enough to click a link, visit a store, or start researching options. However, the true trigger typically lies deeper, intertwined with psychological and emotional factors. Therefore, understanding the triggers can serve as a solid strategic path or input to creating your advertising plans.
The Psychology of Triggers
The reason for this is because triggers tap into core human behaviors and emotions, creating connections that drive action. A study published in the Journal of Consumer Research found that the scent of fresh-baked cookies in a store increased impulse purchases by creating an emotional association with comfort and home. Something Disney learned a long time ago as they pumped out the smell of fresh baked cookies near their bakery shop on Main Street.
Other times, the underlying psychological component that combines with a trigger to cause action is how some marketers tap into our fears and desires. It could be our desires to be more beautiful, wealthier, healthier, or simply having some FOMO (fear of missing out), which is why at times it feels irresistible to pass up that limited-time offer or access to exclusive products.
Take a Holistic Approach
When delving into the customer journey, it’s just as important to learn what someone is thinking and doing as well as feeling when they think about what triggered the need for a product or service. This holistic view enables brands to more clearly follow that journey into what people eventually do to make a purchase, whether it’s researching online, speaking to friends, or go window shopping. Try it on yourself! Think back to a recent purchase. What was your trigger? And what were you thinking, doing, and feeling when it compelled you to take that next step towards the purchase
From Trigger to Action
Once you’ve identified your customer’s triggers, the next steps are:
Map the Customer Journey: Understand where and how triggers emerge within the broader context of the customer’s decision-making process.
Leverage Emotional Insights: Use storytelling and messaging that aligns with the emotions tied to your customer’s triggers. For instance, if safety is a concern, emphasize features that promote security and peace of mind.
Design Engaging Touchpoints: Create sensory and interactive experiences that reinforce the trigger. If a scent triggers nostalgia, incorporate it into your physical or digital spaces.
By understanding the interplay between external triggers and internal motivators, you can create marketing strategies that not only reach your customers but also resonate deeply with them. In doing so, you are on your path to position your brand as a solution that meets their needs in both practical and emotional ways.
In a recent article from Forbes, Influencer marketing is a booming industry worth $24 billion, and despite challenges, it’s showing no signs of slowing down. A recent report found that 40% of marketers are dedicating a significant portion of their budgets to influencer campaigns. As we progress through 2025, several trends are shaping the future of this marketing strategy:
Creators as Advisors & Consultants: Influencers are increasingly becoming integral to brands’ strategies, influencing product development and trend forecasting, not just content creation.
LinkedIn’s B2C Potential: While traditionally a B2B platform, LinkedIn is emerging as a powerful channel for B2C brands, with creators leveraging it for deeper engagement with a professional audience.
Long-Term Partnerships: Brands are shifting towards long-term collaborations with creators, viewing them as strategic partners for growth, beyond one-off promotions.
User & Employee-Generated Content: With influencer fees rising, more brands are turning to cost-effective, authentic content created by users and employees to build trust with consumers.
In-Person Events: Experiential marketing is making a strong comeback, with influencers playing key roles in promoting and co-hosting live events.
For trades and industries like ours, these trends present valuable opportunities. Influencers are not just promoting products but are becoming key figures in shaping industry trends and engaging communities. By tapping into long-term partnerships, diversifying content strategies and even involving influencers in live, hands-on experiences, companies can enhance their brand visibility. This approach can help foster deeper connections with both professionals and consumers in the industry.
