ack in the day of pre-Google marketing, marketing students learned the four Ps: product, price, place, and promotion. The internet and Google search changed that. Search engine optimization (SEO) redirected the focus to ranking and showing up on the first page of Google when someone searched for what you had to offer. That was the new “place.”

Initially the Yellow Pages, printed directory books moved online. It used to be, “If you’re not in the Yellow Pages, you don’t exist.” Then it became, “If you’re not online, you don’t exist.” It later expanded to, “If you’re not on social media, you don’t exist.” Now it’s, “If you don’t get cited in the AI Answer Engines, you don’t exist.”

The AI Answer Agents have shifted marketing from search back to persuasion. Marketers, whether in self-storage facilities, commercial real estate, investment firms, or suppliers, need to get back to basics. I’m talking about going back to the “Mad Men” era of advertising and marketing—the age of persuasion.

In the 1950s and 60s, “Mad Men” referred to the advertising agencies of Madison Avenue in New York City. In those days, they grew brands via persuasion, positioning, and earning trust. We only had a few TV channels, print newspapers, magazines, and radio stations. If you wanted exposure, you had to buy it or have such an outstanding product or service that it got free publicity.

I’m sure you’ve noticed when using an AI Answer Tool like ChatGPT, Gemini, or Perplexity, that it will nudge you to dig further into your query. It wants to keep helping you. For instance, if you search for a travel destination, it may ask you, “Would you like me to compare hotels in that city?” or “Would you like me to create a travel itinerary for you?” or “Would you like me to find the best airline deals?” Most people take advantage of the offer and type “sure” or “yes, thank you!” AI is anticipating your next logical move.

According to a Search Engine Land article (https://searchengineland.com/llm-nudges-ai-driven-journeys-474062), 45 percent of mentions are budget or deal related. Those are what consumers want to see the most.

The next biggest recommendation is product comparisons. For example, “Would you like me to compare ABC Storage to 123 Storage?” This suggestion would be based on the competition at the given location. The results would initially come from Google Reviews, Reddit, and Facebook recommendations. Other considerations are awards and listicles (articles featuring lists), like being included in “the best of [city].”

Here’s how you need to structure your content for each stage of their self-storage journey:

• Awareness – Buyers at this stage are looking for a solution to their problem. They have a question and need an answer; they are seeking a provider to help. Here’s where your location-based content will come in for local searches, as well as your branding efforts. Additionally, those frequently asked questions (FAQs) on your website help both local, national, and global entities.
• Familiarity – At this point, the buyer knows the general solution to their problem, but there is still uncertainty. Here’s where comparisons come in. The potential customer will want to compare one self-storage facility to another by reading reviews. If they’re looking to invest, they’ll look at the credibility of the realtor or advisor. You get the idea. They’ll study the “About Pages” to see who’s behind the company. They may check social media profiles for topical authority and credibility. They want to become more familiar with you to give them the assurance they need to go to the next step.
• Consideration – By this stage, potential customers are contemplating their options. They are almost ready to buy, but they need a little more persuasion. They’ll watch explainer videos on YouTube, download white papers, and compare deals, amenities, and benefits. They’re looking for social proof on sites like Reddit. They want to be convinced.
• Purchase – At this stage, the consumer is ready to buy. Make it easy, convenient, and smooth for them to do so. Have those calls-to-action (CTAs) everywhere on your website and social platforms. Don’t make them hunt for what you want them to do! A bad user experience (UX) on a website will cost you sales! Put those CTAs at the end of every blog and social media post, reel, and YouTube video. You have their attention, so tell them what to do next.
• Experience – Here’s where customer service comes in. Whether they’re moving into a storage unit, making an appointment, or ordering products, a good experience will result in a loyal, satisfied customer. A great customer experience is central to your marketing success.
• Loyalty – Finally, encourage those happy-camper customers at the post-purchase stage to write a review, recommend you to their friends and colleagues, and/or become a returning customer.

Product/Service
Clearly promoting what you have to offer hasn’t changed a bit. You still only have a few seconds to catch a potential customer’s attention. And naturally, first impressions matter. Are your current processes optimized for conversions?

Positioning
Here’s where you can get strategic by understanding your target, your perfect customer, and their buying experience. Prioritize the comparison part of the familiarity stage. How do you stand up next to your closest competitors? Create product/service (A vs. B) comparisons to help people decide which unit they need or which financial investor to work with.

Price
Everyone is looking for a deal. Everyone wants to save money. Pricing and discounts are the No. 1 driver of AI nudges (48 percent of all triggers). Maintain structured, real-time deal data to ensure your site is the preferred destination for AI commerce referrals.

Proof
Lastly, take advantage of any “support” or “customer service” gaps that your competitor may not be covering. Focus on the post-purchase troubleshooting, support, how-to assistance, etc. Encourage reviews on Google, Yelp, and Facebook. Put links to your profiles on receipt/thank you emails to make it easy for your customer to leave you a review. Check out my article in the September 2025 issue of Messenger on the power of reviews.

• Bad websites – Websites that are not set up correctly will block the AI and Google search bots from accessing, indexing, and citing the content. Similarly, a glitchy user experience or user interface will cost you sales. Likewise, a slow-loading site or one that doesn’t render properly on a mobile device scares away not only the AI bot but the potential customer. They’ll go elsewhere.
• Missed calls – Nothing is more frustrating than calling a business and getting voicemail or, worse yet, no response.
• Slow responses – People want fast responses. Even if you have to automate replies to emails or website inquiries, make sure to personalize them and be honest with the follow-up time.
• Difficulty purchasing – Have you ever stopped in the middle of filling out a form because it was just too long? Streamline your onboarding, purchasing, and/or booking process. In other words, reducing friction and increasing speed equals conversions!

The AI evolution is not going away. Success means adapting and adopting. If you need help, don’t hesitate to visit my website and book a free consultation.