I am Charles Schwartz Show - Mastering AI to Increase Sales

Episode Date: May 7, 2024

In this episode, Charles sits down with Andy Crestodina of Orbit Media Studios, a renowned content strategist who shares his groundbreaking approach to using AI for content creation and optimization. Andy reveals how to train AI to understand your target audience, identify content gaps, and generate compelling ideas that drive engagement and conversions. Discover the power of having a conversation with AI, rather than simply commanding it to perform tasks. Andy emphasizes the importance of training AI on your audience’s pain points, desires, and information needs, enabling it to provide highly targeted and valuable insights. Throughout the episode, Charles and Andy explore the various applications of AI in content marketing, from analyzing transcripts and identifying the most compelling soundbites to auditing e-commerce product pages and creating persona-driven content strategies. Andy shares his proven prompts and techniques, demonstrating how to leverage AI’s capabilities to supercharge your content creation process. Gain valuable insights into the future of AI in marketing and learn how to stay ahead of the curve by experimenting, collaborating, and continuously refining your prompts. Andy stresses the importance of setting realistic expectations and understanding that AI is a powerful tool that still requires human input and guidance to achieve optimal results. Whether you’re a small business owner looking to scale your content marketing efforts or a seasoned marketer seeking to harness the power of AI, this episode is packed with actionable tips and real-world examples that will help you take your content strategy to the next level. Key Takeaways: Discover a technique in AI that can help you create content that resonates deeply with your ideal customers, as if you could read their minds Uncover an approach to content creation that will make you feel like you have a genius ghostwriter at your fingertips Get a glimpse into the future of AI marketing and learn how to position yourself at the forefront of innovation by embracing new technologies and strategies Head over to https://podcast.iamcharlesschwartz.com/ to download your exclusive companion guide, designed to guide you step-by-step in implementing the strategies revealed in this episode. Key Points: 0:38 Secrets of Content Creation 2:49 The Magic of Gap Analysis 5:00 Teaching AI for Targeting 6:50 Emotional triggers in AI 8:45 Improving AI accuracy 13:51 Marketing emotions matter 15:22 Thought leadership creates tension 18:03 Triggering conversation for visibility 21:00 Ask questions, fill blanks 25:00 Learning from others 28:20 AI data insights 30:07 AI for marketing 32:05 Conversion optimization prompts 35:30 Training AI on audience 37:09 Collaborative experimentation

Today, we're diving deep into the world of AI and how to use it correctly to generate a massive amount of content that actually drives sales. Our guest is none other than Andy from Orbit Media. And let me tell you, he completely schooled me on AI. I thought I knew my stuff, but as it turns out, I was barely scratching the surface. In this quick preview, Andy is going to reveal the big mistakes most people make when using AI for content creation, how to properly train your AI to be tailored to your specific niche, and the secrets to building a complete content strategy that leverages AI for maximum results. And because we're all about empowering you to take action, we've also created a comprehensive companion guide to accompany this episode. Inside, you'll find Andy's step-by-step AI content creation blueprint,

real-life case studies, and fill-in-the-blank templates to help you implement his strategies right away. Best of all, it's 100% free. Let's dive in. Welcome to the I Am Charles Schwartz Show, where we don't just discuss success, we show you how to create it. On every episode, we uncover the strategies and tactics that turn everyday entrepreneurs into unstoppable powerhouses in their businesses and their lives. Whether your goal is to transform your life or hit that elusive seven, eight, or nine figure mark, we've got the blueprint to get you there. The show starts now. On this episode, we're going to have someone who absolutely kicks my ass. There's just no way around this.

Individuals who are light years more intelligent than I am. Andy is one of those people. Welcome to the show. I'm glad to be here. I love the topic. I'm a long, long time digital marketer, and I'm going to show you now, I mean, in the next few minutes here, just the best, most effective, most useful things I've done with AI. And, you know, just a bit from now, you'll have all the prompts and all the methods right in front of you. Before we go in and break down all the prompts, I kind of want to share with the audience what I ran into. You sent over kind of your PowerPoint, which you teach off of.

And it was a bit like being a caveman walking out of the cave and seeing a space show. It wasn't seeing fire. It was seeing a space show. For so many of us, AI means artificial intelligence. And the reality is it's not artificial intelligence. It's average information. And what I've learned from you in a very short period of time is that's my fault i didn't train it in a specific way i don't know how to use prompts it's like walking into home

depot and saying i'm gonna buy a hammer and that's all the good that home depot is for because i can hang a picture versus i can build an entire community and you've mastered that and you're going to kind of show us exactly how to do that step by step if there was one part of ai that was just the most magical and you would use it just for this like this is the one thing that's good if it's email marketing or funnels or any of that what's the one thing that's like this this is what changes the ball game for all your clients and what you've done yeah ai can do something that human brains really can't do well or in certain cases can't do at all which is gap analysis very very difficult for a human to look at an asset, any marketing asset, and say what's missing from that thing. AI can do that beautifully. But the trick is,

and Charles, we're about to jump in, you have to train it first on your audience. You have to teach it. It has to know what your audience's information needs are before you can write that prompt that says, to what extent does this landing page meet or not meet the information needs of this audience? So I'm going to do persona-driven gap analysis on virtually anything, any landing page, any blog post. And then we can do it basically on the entire internet. It's amazing that it works. You can say like what's missing from the internet, what's not covered on the big blogs that's important to my audience. Super fun.

I love that you're you're getting inch wide mile deep there's so many of us like oh my grandmother makes these amazing cookies and my whole family likes them therefore i'm going to start a company like you need to know exactly who you're selling to exactly what the information is what pain they're in and nefs of us are doing that with ai so we're getting average information we're not getting exceptionally targeted because we have no idea what the prompts are. We have no idea how to set it up. For those of you who are listening to this,

you're going to need to go to the website because he's literally going to show us. So there's only so much I can say. This is what's going on. It's kind of like when you're listening to a baseball game or the Superbowl on the radio. Any of you have ever done that? Probably had it.

You're missing out. So you really close to at least the chewers. So this is exactly how to do that so before i take away too much of your time let's get into it rock and roll please by all means continue to kick my butt because it's brilliant okay here is our little thesis uh and i'm going to start with a sample business right now i'm looking at um uh on my screen i've got like a sample company i picked this at random we're going to start with a sample business. Right now I'm looking at, on my screen, I've got like a sample company. I picked this at random. We're going to be a spaceport for the next few minutes.

We launch satellites. And our target audience is commercial satellite operators. Very useful in marketing to know like the typical job title of the person who kind of signs the check or hires you or approves your proposals. So what I don't like about AI, and I see these like just terribly written articles that say this is how to use it. Write 10 headlines for articles about launching satellites. I'm calling it now, that's a lazy prompt. That doesn't work. It's really boring. The responses are undifferentiated. As you said, we joke, AI might as well stand for average information. It read the internet. It read the internet. It came back and it's going to be the average of the internet.

It would be weird if that was somehow on target it's not uh it's sort of like based like water you know what i mean so what we're going to do instead of that is to create it to teach it about our target audience and if you have a documented ideal client profile if you have like battle tested you know sales touch the personas as long as you have i'm just gonna use chat gpt here as long as you have a chat gpt plus account you can just upload that file and now it has it and you can use that right that's um uh but if you don't have that i've got a prompt for you that will help you do that here's my persona prompt we'll call it uh build me a persona of a job title commercial operator, at an industry and company size, billion dollar global telecom, like a mid-market telecom

with a goal and responsibilities. They're responsible for launching satellites, planning launch missions. And what they need, they need help deploying communication satellites. They're considering new launch services providers. Now, the next sentence is kind of important. List their hopes and dreams, their fears and concerns, their emotional triggers, and their decision criteria for hiring spaceport and satellite

launch services companies. How they buy, what they care about. I want to end up here with a persona that lists their prioritized information needs. A little bit different approach. What I love about this is so many of us are using ai and it's a bit like going and buying a pair of air jordans and they're just expecting to walk out on a

basketball or being able to duck i mean i'm i'm six foot and i have size 13 feet it's take an act of god for me to touch the rim but we have this expectation with ai that we're just going to go in we're going to type in write a perfect sales funnel for me or give me the copy or do this you haven't done the work we are there we talk about this. You don't want to save the 10 minute. Don't worry about that. Training to do this. And one of the things we talk about all the time is people don't buy products and services. They buy stories, identities, and ways out of pain. So you literally went in and the bottom says list their hopes, their dreams, their fears, their concerns, and the emotional triggers, because they're

going to draw what it's actually happening.'re teaching the actual ai to start thinking differently versus very detailed and averaging if you want the average from the internet you're going to get average results and that's as you've said a million times the goal isn't to 10 the goal is that that your goal is the 100 exit so i again just by this prompt alone which i'm curious how did you learn these props you just got bored or how'd you do it? Well, this is probably the eighth version of this prompt. I keep hammering on this. You just highlighted one of the things that I added

most recently, which is the emotional triggers. My earlier versions of the prompt didn't have this in it. I've been teaching AI now for more than a year, and so I'm making presentations and feeling the pressure to present something. Just keep improving. Keep adding to it. I think this will probably continue to evolve.

But it's just trial and error. Combining hopes and dreams. Combining fears and concerns. Basically, marketing is effective when you do things like answer questions, address objections. How on earth would it answer questions and address objections without knowing the audience? So the magic is just kind of having a persona up front first uh when you put it in weirdly it's

almost always named alex in chachapichi it always said uh so don't be surprised if your persona is named alex you'll you'll have that so next thing do not trust this it will be wrong it's inaccurate it's obviously going to be inaccurate it doesn doesn't know you specifically yet, right? So you have to improve it. Confirm that. I contacted one of my old friends and persona marketing expert, Ardith Albee, and I did that in front of her. And I said, Ardith, rip this to shreds. I want to improve it. And she said, Andy, what are you doing? How do you know that's accurate? you didn't validate that code is that your your personal is it your competitors persona go check it with your customers i don't trust this ardeth thank you huge love i agree i don't trust it either don't trust it don't trust ai trust yourself you know your audience ai does not yet know your audience so whatever's wrong with it you have to fix it tell it to improve it add the following right in minutes of research, I found out that commercial satellite operators

care about risk, insurance, right? Like that. Okay. Add the following decision criteria and I just put those things in. Okay. Geopolitical considerations matter to global telecom companies.

Put that in, right? Give it those things. And then it adds that to the persona. Now, work hard on this because garbage in and garbage out. Again, I'm not really trying to become that much more efficient here. You'll see in the end, I actually become, you know, you'll get superpowers following this process. But the goal is not here to save time.

I'm going to spend as much time as it takes to make this thing good. When I trust it or when it's good enough, you can ask it anything, day or night. It's breathtakingly useful to have a synthetic version of your target audience that you can just talk to whenever you want. What information would help you do your job? What social posts do you like to click on? What queries do you type into Google? What research studies could I publish that would help you do your job

better? What do you hate? This is a good one, Charles. What do you hate about looking for commercial services for launch companies? We should all know what our audience doesn't like about looking for our services. They have pain even looking for us. Let's know that. Great. We like it. It's working. Save it. Keep it. Keep it forever. You can name that prompt on the left-hand panel if you're in JetGPT. You can copy and paste it out into a PDF

and share it with your team that they can use every time. Here's our final approved official out into a PDF and share it with your team that they can use every time. Here's our final, approved, official, AI friendly persona. Load this every time before you ask AI to write you a headline, before you ask AI to evaluate your email copy, or whatever you're

doing, because you can share it with your team. I think there's also a Teams version of ChatGPT where that becomes a prompt that other people can use everything now that i do i'm going to do in that conversation i'm going to do it below i'm not going to start a new one i'm going to keep this one and have all of my subsequent prompts happen there because now this is the conversation that knows who i'm trying to reach so you made a filter that's based off a persona so everything that comes through it now works so for those of you at home we're trying to figure this out it's kind of like hey i want

to be phenomenal in sports well what sports start they're talking about tennis they're talking about swimming about a hockey player because there's a huge difference between i can get the best hockey players in the world give them the best pads and the best skates put them out there and say congratulations we're swimming today they're gonna lose they just won't survive so catching ai to filter through this you now have a persona that everything's going to filter through and the fact that you can save it and share it with your team i didn't know you could do that the disconnect scaling so much yeah yeah the i love that metaphor i might i might steal that it's it it's single it doesn't know it doesn't know until you train it right it's it wouldn't be weird if it worked right if if the data if the outputs were very good until you know

this okay the next step i'm really this is basically i'm taking the i'm taking a what people do with one simple foolish lazy prompt and breaking it up into several steps to get a far better result so next i'm going to uh ask it about the persona's information needs. I'm going to do some ideation, right? Brainstorming. It's actually the most surveyed show this. This is the most common use for AI right now in marketing is to like, you know, brainstorm topics and ideas and just ideation stuff.

So, but before I ask it for topics, I'm actually going to go one intermediate step first and just ask it about its information needs. It's called chat TPT. You're going to have a conversation with it. Just start talking to your persona. Here I'm going to start with kind of a classic prompt. Start with a skill. You're an expert

content strategist skilled in selecting topics that build awareness and trust to the audience. What information does this commercial satellite operator persona need to do their job well? And it comes back with some ideas for topics some of these may fit perfectly into my content strategy some of these maybe don't at all so i'm going to apply that filter again right because i trust myself

i'm an experienced strategist i've had a million calls with my with my prospects i know them so i'm not going to uh i'm not just going to take what it gives me i'm going to give it get a list and then consider and i'm going to pick a good one down here. Risk management and satellite launches. Assessing and managing risks associated with launches. Strategies for backup or recovery in case of failed launches. Maybe I know for sure. Bingo.

That's it. Put my finger on it. That's what my audience needs. Now I'm ready for the prompt. Suggest 10 articles on the topic. These will capture the interest of the persona. Yep. Yep.

Now we're finally at the point where you're going to ask it for topics. And I like these little words to add. Suggest topics. Look after the interest. They provide practical utility. Make them compelling and memorable. Everyone's got their own favorite words. The words matter a lot.

Those are words that I like. Words matter. They matter. Compelling and memorable. I'm trying to say it off of mind i'm not doing this for fun so so far you didn't just say hey give me a bunch of articles you created a persona you then asked the persona hey what do you need and then you narrowed it down because you already had the information from the research that chad cpt gave you and it's like now create miracles that are most likely going to have a better engagement. Based on.

Because you're doing it based off of. If it's compelling. If it's memorable. Again. In the marketing. Feelings matter. The emotions matter. What you're doing.

Don't be. I tell people all the time. Don't be vitamins. Be Advil. If someone has a headache. Don't offer them vitamins. Eliminate their pain. And then enroll them in.

You have to eliminate their pain first. That's. It's so important. So when you're talking about compelling and memorable. Trust me. Eliminate their pain and then enroll them in. You have to eliminate their pain first. It's so important. So when you're talking about compelling and memorable, trust me, eliminate someone's pain. They will love you for a very, very long time. That's another good one. So in that process, I did the persona.

I got the information needs. Now I took one of those information needs and put it in here and asked for topics on that specific information need. And all the responses, assuming that this is what my company cares about and the value we provide in the world, fit quite well, right? On my screen here is a list of topics that might align perfectly because I kept filtering. I didn't trust it. I kept editing. I kept improving the answers it gave me and narrowing down to that specific thing. So these in theory are like way more on target than you would have gotten if you'd just written that lazy prompt you know write me write me 10 headlines so weird idea start with your persona talk to it about your persona's information needs and then look for topics that align with those information needs and obviously you know those will also align with your content

strategy you know the things that you care about the things where you have good examples or research or strong opinion, which is another fun segue. The strong opinion topic is one that doesn't fit everyone's content strategy, but something tells me, Charles, I think you're going to like this one. I'm going to jump to, yeah, it's good. A content strategy where I'm going to identify the topics that are most likely to have an emotional response from my audience. Seth Godin once said that true thought leadership creates tension. You're making assertions. You're willing to be wrong. And you can be certain that some people will disagree.

In other words, if people can't disagree with you, you're really not doing thought leadership. You might be a good content marketer doing purely educational content, which is mostly my strategy. But thought leadership is a different thing. You're actually making some assertions. Now, you don't have to stick your neck out and talk about social justice or geopolitics to be doing thought leadership. There are lots of relatively mundane topics that people care deeply about. I'll give you an example for my S we're settling operator here's the prompt what are some relatively mundane almost trivial space industry topics that professionals have very strong opinions about the answers are

actually charming units of measurement i no doubt right there's bar fights in NASA about this right naming conventions look at people names you know spacecraft and celestial bodies it's so interesting like it quickly shows you the things I mean what a great output so you can actually figure a conversation without kind of uh you know taking on the world I've been to JPL I don't think those guys are having bar fights they're adorable but JPL is not I can do that think those guys are having bar fights they're adorable but jpl is not gonna do that over and over these are brilliant individuals they're not out on bar fights um we'll talk about you know because we're talking about scaling and making this important that you know most of us aren't selling sound lives how do you do this how do you how do you scale in an

effective way and the two examples i would always give is when i'm on stage and i'm talking about you know who changes everything i always tell people i'm like is bullshit? It just doesn't work. If you're trying to find your why, it's an ineffective thing. It does not work for you. And there's a lot of people who think finding your why is the most important thing. That was an idea that was polarized. The other thing I did was I sat down and I said, hey, at the time I was a 42-year-old guy without chesticles. How am I going to grow 100,000 followers on Instagram in less than 60 days? So now all of a sudden I'm going to be outside of the normal now that's going to get their attention it doesn't to your point it doesn't have to be political i don't have to say right or the left

that's right you don't have to you just have to not you have to be the lighthouse amongst all the fog you just have to stand out a little bit be able to be the signal a noise and using the ability to say relatively mundane almost trivial ways but or very have very strong opinions about, that allows you to be that signal against the noise. And you don't have to always piss people off, or you don't have to show a bunch of skin. That's not how, there's ways to do this that are practical, that are effective, and endearing.

So there's ways to do that. Yeah, and in the end, you can actually trigger conversation, and conversation triggers algorithms. I mean, if you've ever seen something go bonkers on social media, it was probably checking this exact box. It just people feel strongly about it. People start talking about it.

People start reacting to it. It starts a conversation with comments and comments on comments. That's what the platforms want. So the examples in my career where I've done this, it's led to just breathtaking visibility, right? Like I did a video and an article about why you should remove dates from your blog because it makes it kind of look older faster. If you publish evergreen content,

you don't really need dates on there. And if you want to put a date in, you can put it in the headliner or the body of the article. Holy, we have hundreds of pretty angry comments on youtube uh and youtube decided hey world likes this one and showed it to hundreds of thousands of people why because i just was a bit more assertive a pretty mundane topic you know um you get the idea the subsequent prompts are also similar, but definitely worth trying.

These are magic. Totally worth experimenting with. What questions are people in my industry afraid to answer? What false things do people in this industry believe to be true? We're plugging in the industry into example. What are the most common assertions in this industry that are least likely to be supported with evidence hey maybe i can produce a piece of research on that right that would be just catnip

for journalists and trade publications what are the most important oh here's the one that i love this is almost my favorite carl's uh this is where i'm going to do gap analysis on the internet for my in my industry for my topics what are the most important topics in this industry that are the least likely to be covered by the popular blogs? Literally, I don't think a human can do that. You can't read the whole internet and come back and say what topics are least likely to be covered by the big blogs in your category. And then this is also a really fun word to put into a prompt. What counter-narrative opinions on this topic are least likely to be discovered by bloggers and thought leaders? In other words, what assertions could you make that would literally be different from what the audience expects, that what others are not doing?

I don't think there's anything except AI through which you can do persona-driven, industry-specific gap analysis on the body of work for your whole category. This is unique i also think yeah i also think what's unique about this is the way you're approaching it you know everyone asks like what is gpt sample and i just realizing this call like who cares about what gpt said it's the chat have a conversation every single one of your questions starts with the same word which is what you're giving the conversation where most people me have just gone to ai and say do this do that rewrite this and they're giving command that's not a conversation that's not chatting you're shouting this is actually viewing this as an entity going hey you're going to help me out we're going to have this conversation you're going to be how please don't lock me outside and open

the door but you're going to see everything with this new one and you're going to ask these questions and have it fill in the blanks for you versus telling it what to do which is a completely different way to use ai that i've ever seen anyone do i remember when i was reviewing this i sat around i kept circling what over and over and over again i was like oh my god he's having conversations with it so these are if you just did these it would change things magically if nothing else just try these prompts. I think that the fact that we're all sort of accustomed to the UX of search and we query things, we see a little box and we type in a query,

but this is completely different. It's a different paradigm. Prompts and queries, not at all the same thing. In ChetGPT, you're really going deeper, right? It gives you a thing it's not right you can you tell it to correct it no or you ask it how it got there or you tell it to show its thinking you know you can continue this it's not it's hard to teach in a way to make slides for it or talk about it at a conference because uh the the proper way to do it is a lot of back and forth and and then once you get it and then interesting here's a pro tip it's not in this deck but uh if you get it to where it gives you something useful and you want to go repeat that

method again later you can do a final prompt that says write a prompt that will give me a similar response in the future uh that i could use to quickly get to this you know have you do this analysis and it will write the prompt to have you repeat that entire exercise you did and then you save that prompt in your shared prompt library a lot of people like us now have shared prompt libraries google folder or someplace where everyone can go grab the you know the best prompts uh so don't delete the thing don't quit don't leave it until you've taken you've gotten the value from it in a way that makes that analysis or that method repeatable. Selfish question. Is there a place where all the best prompts are stored from all the companies where everybody comes together and say, hey, kind of work with the geeks, we would get together like,

hey, this is the best thing we did here, the best for forex trading. And for this, hey, we figured out this secret. There's a knowledge base where we as IT guys used to go and share all of our stuff in these knowledge bases and then those ended up being monetized in a very interesting way is there one that has kind of the best most proven tried and true prompts that are working or is that that doesn't exist i know of some private slack groups for ai practitioners who share some things in there but charles not only is there not like a public place for, but companies are not asking new employees to sign employment agreements that say, you will not share any prompts that you learn

to create on this job. The outputs of AI are not copyrightable because there's no significant human involvement. The prompts themselves are copyrightable. And I think that there's people who write these prompts, they're almost squeamish about sharing them. There's a joke now. They say like English is the hot new programming language. These prompts are basically doing what expensive software would do. Two years ago, I said, Andy, for only 200 bucks a month,

I've got a tool that will analyze the internet and tell you where there's content gaps across your entire category. 200 bucks, here's my money. That's only one of the million things I could do in here now. So I think that it's so powerful. There aren't that many people teaching it in this way. People are starting to hold back. Weird.

I'm just saying as entrepreneurs, I love scaling. And the worst thing I would ever tell anyone to do would be to start a business. I try to get people to never do that. Don't start. The amount of friction to actually get launched is a nightmare. But the entrepreneur in me is like, I'm going to make a vault and charge people $70 to $100 a month to get into this. Sorry. Keep going.

No good idea that pops in mind. Curse scaling. Yep, yep. another idea that pops in mind, cursing and scaling. Right now, I think the results are so bad that if someone said, here's 500 prompts for $20, it's probably garbage. And honestly, prompt engineering is probably overrated and AI can help you write prompts itself.

But this little framework I think will get you a lot of where you want to go. Also, I learned a lot of what I learned about ai by experimentation but also by contacting people i knew that were using it and doing little knowledge swaps like hey can we talk for 10 minutes once a month and i'll show you what i'm doing and you show me what you're doing i learned a lot very quickly by talking to people who i knew were using it a lot

like yeah that guy uses it to audit landing pages and here's his prompt that has all the best practices listed at the top and it comes back and tells you like all the ways in which that landing page does not align with his best practices dude so grateful let me show you what i got and just kind of back and forth really helped you know took months off my learning curve uh again on what you know it's who you know yeah it helps a lot i mean just the former mastermind group or like get on a monthly this is four people i have i mean two mastermind groups one ai one agency owners and there's four other people separate where i do a 15 minute calls once a month and then we learn tons from each

other uh i'm going to come back in and do another prompt because uh to make the most of this time this is something that is very very hard to do as a human, which is to take a transcript. I'm looking at a YouTube video. To take a transcript and turn it into a piece to reformat it as another piece of content. So, if you go to YouTube and you expand the description and you scroll down

to the bottom, there's a little button that says show transcript. Then you copy and paste that transcript out into a text file. it'll be way too long you will choke on it unless you upload it as an external file upload that as a text file and then you can say you know suggest article titles based on that or write a summary summarization is one of ai's superpowers uh very very helpful it that what it just did there is actually a huge

productivity gain because it's super tedious to try to turn these super long monologues and giant blocks of text into anything useful. But the next prompt is even more fun. Listen, this is similar to the gap analysis, but it's going to find for me the juiciest nuggets,

right? Those 10x or 100x little quotes, just flowed past you've dropped several here charles if we did this on this conversation i know exactly what it would suggest uh very difficult for a human to pull out the most compelling sound bites or the counter-narrative opinions or the surprising facts right or the most emotionally triggering um you know bits of language from a long transcript how do you do that right you're you going to read the whole thing and try to stay objective the whole time? So here's the problem. Which statements in this video are people most likely to be surprised by? Which soundbite in this video would make the best clip,

the best video clip for social media? And it will come, and basically the response is sort of amazing. It's like, okay, here are the top three surprising statements. These ones were on lines 44 through 48 right because you've got the transcript these are potential soundbites for social media now just go back to your video and just chop out that that bit of that video clip that's your that's the you know throw gas in the fire social media content right that's the absolutely that's the so really really effective, a smart way to do it. It aligns perfectly with strategy, all the good content marketing strategies, right? Repurposing, upgrading formats, you know, NX promotion.

So that's one where, again, you're using, and this one, by the way, you didn't need the persona because you could do it in that same conversation, but mostly this is an example of another use for AI more or less where you're giving it data and asking it for insights. Similar to this, I upload a lot of GA4 reports. If I could show, it's kind of flawed. It's very nerdy, but if you give it a GA4 report showing all of your content. Yeah, you want me to jump into that one? Yeah, I was going to say, I'm curious, two things. One is when you're like, what are the best social media?

I was like, maybe what I prompted on chatting with it, would I be able to ask it, hey, what is a better, should I use the prompt best or should I use the most viral? You know, so when you're going into that, when you play with those, is it just trial and error because with the podcast with what we're doing here i can literally take the entire you know 40 50 minutes as you know because some of these are longer than that as we're doing this have them just do this and it cuts all of my time for my team because we create a lab report every one of these where we give people you know here are the prompts here are the steps go do this here's the homework go get this done this would help the team out creating those lab reports and you know most of our lab reports are like 50 60 pages this will help me take out the information expand on it now we're creating our 200 page lab reports for people that so they can

have that level of value this alone changes the business because there's so many people that need to write link out order and they need to you know get information out there where they're like oh fired i don't really feel like writing i'm guessing if you even if you transcribe because there's lots of transcription tools your latest meeting or your meeting with a client yep and you did that you could run this through there and then give an email back to them saying hey this is a recap of what happened this is how we did it these are the most important things these are your next step and it's seen an immense amount of time so there's so many different ways to use this yep yep the uh the ai meeting assistants are mostly doing that part the summarization which and it's seen an immense amount of time. So there's so many different ways to use this.

Yep. Yep. The AI meeting assistants are mostly doing that part, the summarization, which is mostly what I'm doing here. The slightly different part, my twist on that here is that I'm using it for marketing. So I'm trying to get it to find me something that's provocative, basically, right? I'm doing social media marketing at the moment. So I'm trying to find something provocative.

There are, I don't know if AI meeting assistants really do that as well. You can certainly get the transcript out of there. They put a little summary at the top usually. They're good and they become pretty standard. But this is, you might like this. Looking back, I now wish I had the last 50 or 100 sales calls I'd ever done recorded

because I could put all those into transcripts and then I could give those transcripts to the AI and say what are the top questions people ask me during sales calls? What are the aha moments that clients have when I do sales calls? You could actually, if you had all the transcripts from all of your last sales calls so start

recording these things. In the future you're going to be able to query basically talk to the AI about your last 100 sales calls and figure out what was the thing that they always asked? What was your best answer to that top question? What are the questions where you didn't have a great answer and what could be a better answer for that? The value of that, I mean,

probably is greater than anything else we've discussed so far. I just, I don't have all that data yet, but going forward, yeah, we should be saving more of our language, chunks of language, so that when you've got a big enough body of language, you can start getting insights from it. I'll give you another example of like, you know, are these the words that I use? Is this like, what are the best words to use in these? Are they specific to, are these just my techniques or do I need to adapt those for myself? Big picture, I'll show you what one of my friends, Justin Rondo,

conversion optimization master. He's done literally thousands of A-B tests in his career. Former head of growth for digitalmarketer.com. Badass. Super. Like, badass. Super humble, sweet guy. So I got to give a presentation at an e-commerce conference. And I suggested, I want to try something.

Can you send me your best practices for product detail pages? Like, oh yeah, I got a deck right here. Sends me his deck on how to make the perfect product detail page. It's 148 pages. This is not a prompt, but at 90 minutes later,

sitting there right before breakfast and my kids wake up, I went through the whole thing and turned his 148 page deck into a prompt for auditing e-commerce product detail pages. This is basically everything from his deck and And it's on screen right here. This is the prompt. It's got everything. You're a conversion optimization expert. You're skilled in maximizing sales

from e-commerce websites. You can evaluate product detail pages against trust and conversion. Here's a 15-point checklist. The checklist is broken down. So what the prompt is, is basically best practices from my perspective,

you know, or from the experts. And then at the bottom, it says, I'm giving you a screenshot of a product detail page. Provide a detailed audit. Screenshots you can take out of, I'm using like a Chrome extension. There's a bunch of them

to scrape a page and then give it the image of that page. And then say, provide a detailed audit and then rate instead to which this page meets or does not meet the criteria on this checklist on a scale of zero to five visualize it on a colorful matrix which it does or i'm going to give it product information and say create a draft of a product of an e-commerce product page for the product so basically you take some of these great prompts are combinations of your best practices that you convert into a prompt for auditing an existing thing and finding gaps,

making recommendations or for creating a new thing and creating a draft, which then obviously have to edit because don't trust AI. You got to use your own brain. So that approach, these prompts look, I show these to people and they're like, wow, that's a crazy detailed prompt. Why don't you write a shorter prompt? Because I need to teach it what quality looks like before it will come back and meet my standards. I might be different from other people. That idea is maybe... Just some time that we've had so far, we've already identified

that you're different than most people. Let's get that out of the way really quick so i know we're really close on time and you know you don't have a ton of time here because you got a hard stop coming up when you're going through here and i would love to give all this information out and steal hours of your of your day to do this as you go through this what are some of the things that if you're at home right now if you're sitting down and you're you know a relatively small business owner you're making you know you're you're you cut the thing and you've made your seven feet and you're stuck and you're trying to scale that next one you're trying to figure this out what are some of the tools what are some of the resources um because god is trying to be respectful of your time that you would say hey go do this or hey do this i know

you've got a you know you're you're redesigning your book and that's going to be coming out and the podcast will be out beforehand. And when your book comes out, we'll just bring you back and we'll have more time to do this. What are some of the things that, if you will, what are some of the things that you would tell someone who just woke up going, oh my God, this is chat. I'm actually having a conversation. Owe them the prompts that you've given and change some of that. And'll put this all in a lab report some of the things you would do okay this is what you need to do right now this is vital in yeah pay your expectations close to zero

for quality outputs until you have trained ai on your audience or your best practices there's we do not live in a world where you can type 10 words and it does your job i don't actually want to live in that world anyway i really think that's when people start to freak out about like labor market impact uh ai still needs you know it's a tool like many other tools and it's really powerful useful thing if you if you use it in a way that is strategic and we're going to begin with the end in mind as you said and charles say that one more time i love that people don't buy products and services they buy stories identities and ways out of pain all right so how could you possibly sell that unless you know this person right what's their pain right what do they care about what's the true story

we sometimes say there's a true story in the life of every visitor to every webpage. So when you know that, when you know their context, now you can help them. Before that, I saw it, it's almost a joke, but there's a tool out there that will build you a website from a prompt, the entire site. It makes images or picks stock photos and writes all the headlines. They just type in, we are a marketing automation company. And it makes you think. And it's garbage. Why is it garbage?

Because it doesn't know your audience. That's why we don't have the same website. It doesn't know their pain. So step one, brain in on the audience. Or if you're doing analysis, trade it out of your best practices. Once that's in place,

keep experimenting. Keep trying different things. And when you find something that works, save it that prompt it is like code it's our shared prompt library is called the codex it's like it is like programming languages right i hate that keep it keep it share it with your team uh do little lunch and learns or make sure everyone in your in your company knows that these are i mean I've got 55 employees who have wildly different skill sets from programming to project management to

sales. Everyone has different use cases. The AI has infinite use cases. But if you have a way to collaborate and keep experimenting, keep trying new things, and keep teaching each other, and maybe you're a solo pro, great. Jump on call with people like

me or charles or anyone right like hey do you have 10 minutes or do you know can we do a lovely 30 minute call to trade all of our best notes right the people who do this now right this is early 2024 early days we just got up and had breakfast right what what happens in the next five years uh well uh you going to have a far better position for it. Yeah. Have you heard of Amara's Law? Roy Amara was a computer scientist at Stanford in the 70s

and he said, people overestimate the impact of technology in the short run and they underestimate the impact in the long run. Vastly. Vastly. And I think people also underestimate understanding the persona people walk away they're like oh this is the greatest new tool this is the greatest of this and we talk to people and again if you live in the united states make it really easy for you if someone has a

pickup truck who do they vote for you know the answer if someone has a previous you're not going to market the pickup truck guy the same you're going to march to the freest it's a completely different thing but if you're going into chat gpt you're going to ai going give me a website or a funnel or an email or whatever it is without praying even on this and having those conversations here today yeah i mean you might get luck but it's kind of like fishing with dynamite wait so it's just not gonna work out well for you in any way shape or form all right before you take off and disappear i know you get off here how do people get a hold of you where do they get more resources? I know you're redoing the books.

I can't plug your book. Where do people find you? How do they get more information about it? Where do they go? Yeah, I wrote a book about content strategy. It's in its sixth edition, and it's got puns in it, but it doesn't have the prompts

because the last time I rewrote it, it was just before the JGPT blow up. So that's in the process of being rewritten now. So don't buy the book if you're looking for AI tips, but still useful for all purpose content strategists. My best social network is LinkedIn. I write an article on my website every two weeks. That's orbitmedia.com.

But you can find me anywhere, ask me anything. And if anyone wants to really connect with me on LinkedIn what do they call it it's like that blue button is set to follow there's also a three dot button there that you can click to connect with me if you want to drop me a line and like you know send me a DM

so a lot of noise on social media let's go back to chat you Jay said what's the best way to connect with Andy and they have it list out the most effective way that will get his attention that he responds to the most and they get and they just keep going through that before i even reach out to you it's kind of like how i'm thinking well um that one here you go you can take a linkedin profile expand all the sections on a linkedin profile take a full-page screenshot of it upload it to chat gpt influencer outreach is something that you can use it for. Something else cool, one last thing we can't resist.

If you're in transition and looking for a new gig or hiring someone, let's say you're hiring, you're in growth mode, you can take the job description and their LinkedIn profile or resume, upload both of those to ChatGPT and say, do a SWOT analysis for this person in this role. It's a fantastic recruiting assistant because it will list for you the possible risks of hiring. It's going to be wrong. You got to check it.

It's just a point of view. AI should stand for another input, right? This is another input, but you can actually give it a LinkedIn profile and a job description and start to talk to it about that person in that job. Assuming the LinkedIn profile is accurate uh you might get some insights yeah i think you know as you first came into this you know we've talked about ai meaning all these things but the way we're doing it it's ai stands for always incorrect because you haven't trained it in a way by default it's gonna be always incorrect so change the persona teaches those things and then go then kind of go from there

i can't get more for you so much. Thank you. Great. I know you've got to jump off the call. Thank you so much for being on this one. We will definitely have to have you back and I'll talk to you very soon. Super fun. Thanks Charles.

Thanks everyone. And that's a wrap on our incredible episode with Andy Crestedina from Orbit Media Studio. We hope the insights he shared on AI prompts and how AI can help your content creation has blown your mind as it did mine. If you're looking for a top-notch web design company that delivers amazing results, look no further than orbitmedia.com.

Andy and his talented team of 50 pros are dedicated to creating stunning, high-performing websites that help businesses crush it online. We want to thank Andy for taking the time to share his expertise and experiences with our listeners. Your insights on AI were absolutely eye-opening and invaluable. And to our audience, thank you for tuning in and supporting our podcast. As we wrap up this episode, I've got to take a moment to express my gratitude for Jason

Alan Scott. Without his knowledge and mentorship, I seriously couldn't have pulled this off. He's more than just an incredible mentor in this project. Jason's a true friend. If you're looking to elevate your podcasting game, make sure to swing by podcastingforbusiness.co and see what he can do for your podcast.