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The Future of Marketing, including ChatGPT & AI

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Presenter:

Peter Dickinson

Transcript:

We’ll look at the future of marketing. We will cover social and technological change, impact on marketing, AI content creation tools, what ChatGPT is, and how to use it. We’ve got some exercise. We won’t be doing the exercises in the presentation, but they’ll be included in the slide deck so that you can go away and then have practice. There is a free version. It works well. If you prepare to pay $20 a month, the paid GPT 4 is on another level. It is a better tool. Then, we’re going to have a quick scan through the Vision app. For anybody who wants to have a one-to-one with me and go through it, I’m happy to take you through it.

What has changed?

I’m sure you all know Teams and Zooms are now the norm for task-oriented meetings. There’s still a very good place for face-to-face meetings. But I don’t know of anybody now who said, “Oh, let’s have a Zoom meeting for an initial chat.” It’s a one-to-one coffee as a chat. It’s so much more efficient. A lot of online learning is done online through Zoom. It’s just so much more efficient than putting people in the classroom, but there are times when we’re running peer groups, where it is better to meet face-to-face. Networking generally works better face-to-face, although there are exceptions to that. What it means is faster and more efficient collaboration. We now work all around the world with people. We’re not limited by geographic boundaries. Consumers are a lot more savvy. There’s a lot more purchasing online so people have learned how to deal with the technology, which means that traditional forms of marketing are becoming less efficient, and more expensive. The downside of it is you can adapt faster, but that means it changes faster. We’ve been launching a whole new service, and we’re telling a bit more about it with GPT-4. We’ve launched, and we’ve written about 15, 000 words—all really good—better than I could have written. Normally, it would have taken several months to write that, and it did it in a couple of days. This means there’s gonna be more digital marketing noise, especially with AI because people will use it with gay abandon, I would imagine until the regulators kick in because they’re now talking about that on the news last night. And what it means is people have got a lot better digital. 

Hybrid working. Our team works in a hybrid environment. We’re looking at opening up a US office. It would have been unthinkable pre-COVID. And now, it’s just another seat in another city. Consumer behaviour is changing. 36% now buy online. People can do a lot more research. They are getting much better information, and reviews become critical if anybody is using an e-commerce business. LinkedIn groups don’t seem to work. Facebook groups do work for getting help and support and I use them all the time for quite technical stuff. So Facebook is making inroads into business-to-business. 

Smartphones. The next generation above me—the eighty-year-olds—are getting smartphones. They are struggling with them a bit, but they are starting to use them. Whereas a few years ago, pre-COVID ago, they go “No, I don’t need to know that stuff.” 

Phone payments. When I went to the cabin in Liverpool and the bar, I was still getting my credit card out. So old! Everyone else had phones—just tapping the phones on the bar. Absolutely remarkable. I was probably the odd one out by a long shot. 

Modern transport. I commute to Manchester once a week. It’s got Wi-Fi, it’s got phone points, charging points, etc. And when you look at, when the ticket guy goes down, everybody’s paying with the phone. Everybody’s got the tickets on the phone. Very rarely do you see somebody go “Oh, can I have a ticket, please? 

Battery life is getting better. Cameras are getting better for improved quality. That means you can have more quick videos of things. We’re doing a lot more now with reels and shorts for business—so that’s TikTok and Instagram. TikTok is everything business consumable. We’re going to talk about them in a minute. It can be used for business. 

Apps. My life runs on apps on a smartphone now. But that means systems and data are becoming more complex. It does mean, especially with AI, you can do things faster and better—And sometimes, even things you couldn’t do before. We’re in a better-connected world. So we work with clients all over Australia, India, the US, and Canada at the moment. Spoken English as a second language is getting better. We’ve got clients who’ve got teams in India, and we work with those teams sometimes. Their English is very good. Although I think English has about a billion speakers, which is only about a fifth or so of the languages as a second language, it’s a lot higher. That means you can use modern platforms like PeoplePerHour, Upwork, Fiverr or Freelancer. You don’t have to think, “Oh, I haven’t got a member of the team to do that.” Yes, you have! You’ve got a whole bunch of people around the world—all willing and good. There are good people out there. They’ve made it their lifestyle. You have Duolingo. It’s fantastic if you’ve ever wanted to learn a language, which I have. It’s a great tool for learning. I’ve learned more in the last two months than I have ever in learning a language. And you’ve probably noticed that some of your international deliveries, if you’re buying on Amazon, are coming straight from China. So it’s got direct delivery from international deliveries. I was thinking, “We’re not going to discuss the politics of change.” But I did like this story that Charleh, my daughter, found. Queen Elizabeth the First. So a guy called William Lee invented a knitting machine in 1589. Then, the Queen banned it because of fear of losing jobs. He only then disappeared over to France. And then began manufacturing over there and took the jobs away. You know, it’s as old as that, and I’m sure if we do go back further, there’ll be other things in Roman times when Romans were introducing change and the Britons were saying “Oh no, it’s worked over the way it is.” And change comes along. And those who don’t keep up just disappear. So yeah, I quite like that. Everybody knows the Luddites’ story.

We use this when we’re doing enterprise education: Shift happens. It’s been updated. So it just basically used to say: what you’re being educated today, the jobs don’t exist. And that’s certainly going to be true with AI. 

How can you leverage these technological changes to improve your marketing?

So that means more marketing—lots more. As I said, in-person networking is back and seems to be the way forward. There is Virtualnonexecs. They do speed networking where you’ve got five minutes to do like two intros. It’s really intense, really good. So you can make it work online, but it’s a completely different animal from what you do face-to-face. Data is getting a lot more complex. If you haven’t moved your Google Analytics to what’s called GA4, then Google Analytics will stop working for you—I think by the end of July. We’ve moved all our clients over and put the data in GA4. It’s a lot more complex. Hopefully better because they’ve completely rewritten the system. But that means you’ve then got another learning curve. And now, we’re having to use a thing called Looker Studio. We have covered this in previous seminars, but that’s how we now report on the data for clients. And the need to produce better content writing videos, podcasts—all these sorts of things. It’s not just a written word now. 

So consumers move seamlessly across channels. The youngsters, we end up communicating on WhatsApp, email, and/or chat. Occasionally, people ring us. One can start a conversation on one medium and end up having it on another. We’re noticing an increase in budgets because of the noise. Better and more flexible planning, so you can’t have a grand plan at the start of the year and hope to keep to it because it’s going to change. But you do need a plan so that you know what you’re going to change from to, but it takes and needs a more agile approach. We have covered this. It is in the big course on agile working. And probably later this year on—maybe next—we’ll do a workshop on that. Search is changing due to voice search. We needed a couple of plants. We’re not very good gardeners. I admit that. And we killed off a plant. So I went on to ChatGPT 4 and said, “Give me a list of plants that we’re not going to be able to kill in a shaded disposition in a neutral soil.” And it gave me a list of six plants. So a two-minute job. I went around to the nursery, researched, and looked at each of the different plants on the list. Went “Yeah, we like that one,” and took it. Job done! Completed! Later on, we were probably back to replace it, but it was far more efficient then because we’ve got loads of gardening books. And the plan was to sit through that, then, all of a sudden, I’ll just go onto Chat… onto an AI. 

Google Shopping—Google has announced that you’ll be able to buy directly from Google. So they don’t want you to go to the website. They want you to buy directly from Google. 

So if you’re not using Google Shopping, and you’ve not got your product listings and so forth as perfect as you can, then you’re going to lose out if you’re an e-commerce site. Google is looking to become the Amazon. Again, using tools, people tend to achieve a more mass, customized personalization. The youngsters expect you to understand what they want for you to present the right information to them. And that’s going to be the next challenge over the next few years. When somebody lands on a website, how do you personalize it to them even though you don’t particularly know them? And so some challenges there. 

Cookies will be disappearing which means a lot of technical changes for marketeers. I don’t have time to go into the details, but it is going to mean quite a bit of change in the way things happen and work. When you’re watching a video, you’ll be able to buy directly from that video. Also, if you’re into the shopping channels, especially in China, you’ll have interactive e-commerce where you’ll buy during a live event—if you’re into that kind of thing. And there’s gonna be an explosion of AI tools up to an explosion. So if you’re a consultancy, you’re looking at more audience community management. If you’re selling services, you’ll need to—like we’re doing workshops, we’ve got the hub, you’ll see more things in things like Circle and so on as people try to create communities around what they do. So there’s that constant engagement.

This is more for selling professional services rather than e-commerce or anything like that at the moment. As I said, interactive video, you watch a video and then buy directly from it. So you’re watching the video and go “Yeah, I like that,” and click on it. You’re gonna see this on Instagram, where you go straight into the purchase through the video. And then you’ve got the QVC type thing, which is quite big in China. I don’t know how many of you watch TikTok and how many hours you’ve spent on it, but unless the US pulls a plug on it, it is highly addictive. I’ve heard people losing several hours on it because it knows what you want. And the algorithms adapt whilst you’re watching it. So if I start watching comedy, if what I seem to watch since 78 is comedy, it’ll feed me more, even though maybe I’ve searched for something else. I know a very reputable coaching business that does a daily stream on TikTok. I’ve noticed a few financial advisors doing the same thing. So this is for everyone. If you’ve got the time and can think of an approach, then have a go at it. It doesn’t matter whether you’re selling to consumers or businesses. 

Let’s discuss some AI tools you can use for content creation.

Now, we’ve been using AI for content development for some time. It gets you over the blank page syndrome. And it means you also think through things so that you think of all aspects of something you want to write about. We’ve not really tested it on specialist things like pipe freezing or contracting and things like that (more specialist articles). But it’s been great for sort of marketing, generalized articles, business, anything to do with business modelling, coaching, etc. 

We’ve got ChatGPT, which is free, and you’ve got the paid version, let’s say $20 a month. It’s not really worth even thinking about. Just do it. 

Bard. Google is a bit behind the curve with Bard. Now, ChatGPT is driven on the Microsoft Azure platform. Microsoft is building it into their Bing. I got an email yesterday. This is how fast this stuff’s changing. I got an email yesterday saying that Google will provide a search through Bard as part of the normal search. I did try to register, but it says that I wasn’t allowed to do it at the moment, but no doubt at some point, I was allowed to join the Bard program. We did compare Bard with ChatGPT. I’d say ChatGPT, especially 4, is streets ahead of Bard. But I’m sure Google, with its power, impetus, and so forth, will be working on it. But what it means is instead of clicking on several search results, with ChatGPT, you can get one result that’s got all the information. It’s collated it. Google wants to be the knowledge engine of the world. Open AI, fortunately, has got ahead of them, so there’s competition. But it’s backed by Microsoft. So we’re still backed by the two main players, Microsoft and Google. We’ve been using Chat, Jasper (probably going to drop it). Wordsmith Smith—I couldn’t find the pricing for that, but that’s another popular one. And Quill, but again, no pricing. These tools are going to struggle because our team now is using ChatGPT as an aide.

Other AI tools. Descript is what we use for building the courses. I’ve created a sound booth. I sit in a sound booth, I record the voice. I am not a voiceover artist by any stretch. And when I make a mistake, I simply repeat the line. Then, the script will take out that first line when I say I want that taken out. And you’d never know. You’d absolutely never know. So even though I do have a stutter, I do trip over my words, it’s fine, as long as I repeat it cleanly. That’s it. I may have to repeat it cleanly three or four times because if anybody’s done voiceover, it’s not as easy as it looks. You see these professionals and employed artists and actors. There’s one absolutely amazing lady. You can just give her the words, and within two takes, she’s actually not only remembered it, but she’s also doing all the actions and pronouncing and emphasizing the words correctly. Absolutely amazing. We’re using a page-building tool called Elementor that’s got AI built in. It’s still being developed at the moment, but I’m sure they’ll catch up. For doing presentations, you have DeckBird.ai. I’ve signed up to one for doing actual videos. So in two years, it might not be me. You’ll see it looks like me, but actually, it’ll be the “scripted me.” Well, I do like the live bit, so probably not. But certainly, for the courses, if they can get the word intonation correct, it’d be a lot easier. I’ll be able to build more courses a lot faster. I’m unfortunately old enough to remember when many technologies came out, like spreadsheets, word processors, email, and computers. I worked on some of the first mainframes when I was at university. To me, this is a game changer. We’ve been launching a bunch of stuff with Vision2Success. We’re really going to start pushing the marketing support. We’re really going to start pushing the app for marketing consultants to be able to do strategy and implementation documents a lot faster. And within, let’s say about a day and a half, I’ve done three cornerstone articles, which are two and a half thousand. So I wrote basically 10, 000 words across three articles, far better than I could have ever done. It would take months to research that information. And boom! It was there. And there is a difference between the free version and the paid ChatGPT 4. ChatGPT 4 is a lot better. As an agency, certainly anybody who does a lot of content creation, there’s not particularly specific industry sector specific. We’re still going to try that. It was amazing. Absolutely amazing. It is like I’ve employed a staff for a month because that’s what it would take to do all the work we did in that timeframe. So yeah, hopefully, we’ve put it here, folks. 

What is ChatGPT?

Well, it’s a large language model—a huge database of information and technologies that can extract information extremely quickly—and means impressive—the speed at which it pulls together quite complex thoughts. So it’s designed by OpenAI. They had the 38-year-old CEO on the news last night. But it is backed by Microsoft. Microsoft must have thrown a lot of money at the technology to deliver the speed of this stuff. A health warning was sent to ChatGPT. It is a health warning for you. The old date, the data in the free version is up to September 2021. I would say the ChatGPT 4 is more up-to-date than that. And there will be holes. It is really clever though. You can train it. 

So I know some or heard of somebody who’s training it to write in their style. For example, when I was writing the two-and-a-half thousand-word article, I said, “Give me the content.” 

ChatGPT is useful, but how you use it makes all the difference. You’ve got to be very precise, by the way, with this stuff. Rubbish in, rubbish out—as garbage in, garbage out, as they say. So, I was specific—”Write me an article on marketing support aimed at small and medium-sized business users and give me the pain points, features, and benefits. Write the content list,” so it gave me the content list. I said, “Write the introduction to the article.” It wrote the introduction and so forth, so it won’t write the whole thing in one shot. I did try. But that was too much. And then I said, “Write me a title.” So it has remembered all that stuff. Then, it presented it. It’s not a magician. You’ve got to do something, and we’re going to talk about prompts in a minute. 

How exactly can ChatGPT help with content creation?

So these are just some of the things I have. I did have a long list of all things, but what I’m going to do is in the autumn, we’ll have a more detailed look at this stuff. Because, to be honest, we’re all learning. But the reason I included it in “The Future of Marketing” is this is a game changer, a big game changer. I wanted to give you a heads-up so that you can start playing with it. Then come autumn, we will really hammer it, and we’ll be able to give you more in-depth guides on how to use it. But certainly, I think the biggest thing is the blank sheet of paper problem. The second one is researching in depth. 

ChatGPT will write marketing emails and email marketing funnels. So a funnel is a series of articles or landing pages. The landing page I asked it to do was okay. We had to do quite a bit of work to tighten that up. There’s a tool that you can change the tone of voice with it, which is important if you want it to write like you. But you can train it to do it. It does, like in Google, you put something into Google. Let’s say you are looking for a running shoe. Then, you realise you actually want a mountain-based running shoe. Google won’t remember that you’ve stopped what you’ve just done. But if you do that same thing in ChatGPT, it will remember it. That’s a bit of a game changer because what you can do is build on things—you can build on the query and get more detailed. The other thing you can get it to do is regenerate. Now, I tend to find the first shot is quite good. But people actually use it for writing code. So one of the things my client did was—because they build websites for schools, which is a very specialized service. Schools wanted to be able for them (for the schools) to be able to write AI-written articles within their system. So he said, “What’s the code?” And then he said, “Oh, how do you implement it?”  Because it had already remembered it—had written the code. And then, he gave it to the developer in Romania. And the guy went, “Oh yeah, I can do this,” and within minutes, it uploaded it. There was another company—did ask it to write some code. You’ve got to be very specific. But he’d written the code, and he thought it was not quite good enough, so he hit regenerate and just see what happens. When he hit “regenerate,” it actually tidied it all up. It was better code. So it does kind of learn.

If you’re doing a podcast and suddenly you have a guest coming on, you think, “Oh, what am I going to ask them? Ask ChatGPT! It will think of the questions for you. And same with your storyboarding. 

A video can be quite tricky and time-consuming. But we haven’t done this bit yet. But you can do it for that. So it speeds things up that way. And then, if you’re doing anything to do with research, tell me more about that. And that’s part of what I did with the Vision2Success stuff I’ve just done recently.

Using the right prompts is key to maximizing ChatGPT’s potential.

So I’m learning Spanish at the moment. I’m still very much a beginner, so I’ll try to begin with “Hablo Español.” And then, of course, it comes back perfect. “How can I help?” “Yes, I speak Spanish. How can I help?” “Yes, I can. Let me work on some English to Spanish.” “What do you want to translate?” Then I thought this is gonna go south. “Speak English,” and it went straight into “Yeah, sure thing. How can I help you?” Amazing, absolutely amazing. We’ve never translated a site yet. But one of the things I want to do is turn one into Spanish because there are a lot of Spanish speakers out there—a lot of Spanish speakers in the US. That was impressive. So, here we said “Write me a list of bullet points of what I need to cover in the presentation to introduce ChatGPT. I was doing a presentation, so I might as well get it to give me some bullet points and do an introduction. 

The bullet points it suggests are:

  • What is ChatGPT 
  • Benefits of ChatGPT 
  • Use cases
  • Limitations and risks
  • Getting started
  • Conclusions
  • Q and A

What more do you want? Obviously, you’ve got some work to do on that. But it’ll do a lot of the work for you. 

Now, let’s talk more about prompts.

One of the things I’ve been talking about is “garbage in, garbage out.” So you’ve got to ask the right questions, and you got to be prepared. It’s not like Google search where you type in “road running shoes,” then you get a list of things, and then you, as a human, click on the links and so on. If you want it to come out with some good output, you’ve got to type in quite a lot of things. These are prompt types that you can actually type in: “How does something function?” or “How does it work?” If you’re doing some research, or you are about to see a new client with your particular service, and you don’t really know much about what they do, type it in! Ask ChatGPT. It’s going to be a very clever search engine. Search is going to change a lot. Search won’t change from looking for products to buy—when you’re looking for a particular shop and things like that. But in terms of information, knowledge engine stuff, then certainly will be. I’m not sure about the prompt type “Do you believe [industry/niche] is becoming more popular?” You’d need to use the paid Version 4 if you’re going to ask that question because otherwise, the data on it goes, according to GPT, only up to September 2021. And you can ask it, “What’s the average view on [product/service]?” It will tell you stuff. It will come up with something. I prefer more specific things like “What are the steps to [complete a specific process]?” like writing some code and things like that. 

You got a very clear picture of what you’re looking for. If you are doing research, it is interesting to ask ChatGPT things you’re not too sure of. 

Comparative inquiries. This will probably only work if these products are known. It might help with trying to decide whether to buy X or Y, but I think they would need to be reasonably popular. Of course, this thing’s accelerating. It’d be interesting to put your own products and services in here and see what happens. I do like the trend stuff. I didn’t use it for the marketing research I had over the last six months because I knew I was writing this thing. I’d been looking at the way things have been, trends, and so on. But equally, I could have just jumped in and done that. 

Opinion inquiries. Not sure about that. I thought I’d put “Do an analysis or give me your opinion on such a website,” and it’s fairly generic and bland. So I think that’s a little bit way to go, but give it 12 months, give it two years, the speed this is going. 

Feedback inquiries. I tried this on our website and a few other websites, which I knew were good and which were bad. And it didn’t really pick up on too much stuff. Still, it gave it a good go, which was really impressive.  

And one of the members of staff came across this. If you look at the normal ChatGPT interface, it has none of this stuff [AIPRM – ChatGPT prompts] in the middle. But if you use or go to the AIPRM, as a Chrome addition, it will provide prompts within here. I paid 97 quid to one of these things on Facebook for a number of prompts, which I put into a spreadsheet—a bit old school. Last week, we came across this. It brings in all the prompts, and the paid one is certainly even better. This was a free version. But down here, you can set the tone of voice. I don’t know whether you’re familiar with Grammarly. Grammarly will read an article, and if you set/say the tone of voice you’re expecting, it will then check, go through and do that for you, whereas this actually will do it within ChatGPT.   

ChatGPT is a revolutionary tool, but how you utilize it makes all the difference.

A few tips and tricks: 

  • Act as a reviewer, professional, or detective. 
  • Make ChatGPT write like you [Prompt: Analyze the writing style and adapt it]. So you write an article, you put it in so you can train it, and this is what this guy is doing. 
  • Ask for paragraph or essay-style answers, or 
  • Ask for bullet points. 

You’ve got to be specific. You can say, “Give me the bullet points for this,” or “Write me a cornerstone article.” I actually put in the word “Guide.” I wrote, “Write me a guide” because we were doing a lot of downloadable PDFs on something. I wrote it as “Could you write me a guide,” and it was different. It does understand guides, articles, bullet points—all step-by-step instructions. It does understand these things. So that’s why I say you do have to be specific. 

So this is our process. Generate ideas for the content so it gets over the blank paper. Then, generate the headline and calls to action. So these are specific but don’t forget it’s learning. It understands what you’ve already asked it. Ask questions about how to create. Then, you need to check for inaccuracies. And possibly regenerate with different questions. So don’t take the first answer if you are not sure about it. Either click regenerate or rephrase your question. Then, run through Grammarly. Then, you can also check it for plagiarism because don’t forget other people are asking the same thing. So you can in down here in Grammarly. So we always put through the articles. Interestingly, when I put Jasper’s written articles through it, I’m always able to work with Grammarly to change it. For ChatGPT 4, I have to do very little work for Grammarly to be happy with it. It’s not perfect. There are issues. Copyscape is another way of checking plagiarism as well. 

Limitations. I think writing technical articles or educational articles is great because ChatGPT can write in the way I normally write, to be honest. But a creative writer—one who can really make the words jump off the page—ChatGPT can’t beat those yet. I have no doubt. I remember trying to get it to create some music, but it didn’t recognize harmonics. So there’s some time to go. With so many people using and training it, it’s going to grow quite quickly. Think about it as a two-year-old. It’s going to be a teenager quite soon. I believe you need to rework through Grammarly, although I would say ChatGPT 4 doesn’t seem to need that as much. There’s a limitation on the free one. It’s claimed not great for writing articles on search engine optimization. I’m testing it. We’ve now written five cornerstone articles—two and a half thousand-word articles. We’ll be interested to see what Google makes of that. There’s a lack of emotional intelligence at the moment. If you’re writing some poetry—something where you want some words that really jump off the page and sort of nice fiction, maybe it’s got some time. But if you train it on the way you write, then you may be able to overcome that. It is dependent on the training data so may be inaccurate. Don’t forget there are also lots of people putting inaccurate data into this thing. It’d be interesting to see how it deals with that. It can’t really handle sarcasm, irony, and humour. Some things will have limited domain knowledge, but we will be testing it. Sometime in autumn, we’ll be running another workshop. This comes from Neil Patel, a great guy, and a top digital marketer in the world. If you’re not following him and you’re into digital marketing, you need to follow him. He reckons 14, 15% if not, when he did the research, is not optimized for SEO. I would kind of argue slightly differently about that. But we have got the experiment running, so we’ll find out. When it comes to providing inaccurate information, I say if you don’t ask the right question, you won’t get the right answer.

The content you can tell it uses crumbly picks up a phrase where it’s a dangling modifier. I’m not a linguist, so linguists among you will know what that means. But it constantly puts these dangling modifiers in, and I live with it now. I did start rewriting it as I thought I’d give up on that because they are quite long articles. But you do have to watch for that. And that’s how I suspect Google can tell what is AI-written and not. But if the structure is right and the information is correct (because Google can check), then I think it’s going to be alright, but we’ll find out. There’s maybe some legal stuff. So again, you must check it with a human. Don’t just create it and then stick it up. Do spend some time, but it saves you a lot of time, so it’s worth it. And possibly lack of personalization. Also, when I ran a ChatGPT course last week, one of the people who are really into using it already said that the references weren’t great, so if it includes any references to things, check them because he did say that was not right. 

As you know, you get this deck. It will become downloadable and also be emailed out to you. So these are exercises that I’ve put in there. This is for this class. I’ve left them in this deck. I’m not going to go through them, but they are for you to have a play. As you can see, they’re quite long lists of long prompts. These are free emails, and these are for websites. If you want a set of free prompts, this is Descript, which we use for the AI video editing tool. But they’ve put a hundred up there as well. And then, of course, there’s now the AIPRM Chrome edition. There are plenty of things and ideas so you can prompt. It is worth spending some time on how you ask the questions. Very important. It’s not like Google where you say, “Please write me an article on business coaching” or whatever. That will get you nowhere. You do need to be a lot more specific as to what content you’re writing. You’ll write something, but whether it’s what you want is a different matter. So just quickly look at the questions. Wikipedia is a good source of reliable factual information. The truth is it can be an early casualty of ChatGPT. I don’t know whether ChatGPT compares with Wikipedia. But of course, when you’ve written the article, and it has got references in it, you could go to Wikipedia. Wikipedia is not perfect, but it’s certainly very good. It is important you do check what you’ve written and that you agree with it. If you don’t agree with it, then rewrite it.

A question has come in from LinkedIn: “How do you adjust the use of AI in education?” Well, this is a great one. Now, there is a package not available to students, which actually does plagiarism checks, because it would be possible for some subjects to write all your essays or assignments with AI. Now, AI has not come to the point where it’s not detectable. So there’s this tool—I can’t remember the name of it—but it’s only for colleges and educators. It can be used to check student assignments. It’s not available to students. You would need to use that. Absolutely. There are already tools out there for checking plagiarism. It’s in Grammarly. But there are specific educational tools for doing that. And any college would need that in their toolkit to ensure students didn’t cheat.

We made an app specifically designed to make digital marketing easier for you.

As a game changer, we’ve developed an app because one of the problems is digital marketing especially has become a lot more complex. You need to know the conversions. If you spend a thousand pounds on Google ads, what will that result in? How many sales can you expect, etc.? So we put together an app. It’s a Chrome-based app. It doesn’t sit on your mobile. It sits on your desktop or your Chrome. We’ve made it pretty low-cost. We’re in the launch process, so it’s free at the moment for anybody. I’ll happily do a one-to-one with anybody who wants me to take them through it. It supports strategy development. It uses quite a lot of the key frameworks that you should be using when you’re looking at your strategy. It helps you, therefore, manage risk with it. It forces you to really think about the buyer persona. In this workshop I ran last Tuesday, their homework had been to do their buyer personas. Only three people put their hands up. I said, “Guys, I know my bit’s not on buyer persona, but you really need to do that homework.” This forces you to do the buyer persona, so you know you’re not selling to everyone. And if you think you are, then you’re wasting money, you’re wasting your time. You need to focus on who your ideal client is. It captures your pain points and helps you identify the key differentiators and what problems people have. Somebody came to me after the workshop and said, “Everybody’s telling me what I should do.” So what we’ve got is marketing templates for specific business types where we tell you what you could do. And then what you should do is you can work that out from there. So it’s got marketing recipes. You can click a button and choose “Yes, I’m a business-to-business. I sell nationally.” And it will give you what we would suggest you look at. These are things you could do. Then, because it’s all got budgets in it, you can rate down to what you can afford. And you can obviously work on the things that are important. Then, we show you a graph of sales revenue and cash flow. And say you iterate to a plan or budget that works for you. Because we’ve been doing that manually with spreadsheets and reports and things like that as well. This is crazy. Everybody else wants to be doing this. I know creative marketing people do struggle with financial numbers. I’m lucky that I work with a very creative team. So I can be the process, the finance, and the coach type person. But the thing is you can change those numbers to suit you. And you can iterate to what you need it to be.

So this is the app. It’s got your company details in here. There are frameworks like the steep analysis, political, socio-political, and technological factors, the SWOT analysis, the competitor, and the other stakeholder analysis if you like. Then, there’s the product itself. Then, you click on that as a budget. Once you’ve been through the process, you can enter an exec summary. It will then produce a Word document or a PDF. This is a buyer persona. So you can either put businesses or consumers. So you put in the title, and this is a bit people tend to skip, which is so important when you’re developing websites, videos, podcasts, etc. It is “What is that trying to do?” We have been through this in previous workshops, and no doubt, we’ll do it again. We’ll be launching all this properly in September, but it’s been out with a few people and is being tried and tested. These are the marketing recipes I mentioned I’ve gone through. If somebody came to me and said, “I’m a foundation business. I don’t want too many shiny bits in my process. I’m selling nationally, business to business. What sort of thing should I be doing?” Click a button. You’ve got it. Okay. As we work with more companies, we will build on this because it takes about five minutes for you to develop another one. We’ve already got other people going, “Well, we need one on this.” You tell me what you’re trying to achieve, and I’ll build you one of these lists. Then, you click a button, and that adds it to the system. If you would like a walk-through—a personal one-to-one work walk-through, then please stick this in. Use my direct link to my diary. It’s https://calendly.com/peterdickinson/30min. It’s not a pitch. It’s just we need people to really kick the tires on this app before we let it loose in September on the wide world. There are a few glitches at the moment, so I need to walk you through those. But it is a really useful tool, and it’s useful for now. We’ve already used it with clients.

And we’re now starting to push out the next stage. Again, at the end of this slide deck, like I do in my courses: 

  • What is your marketing strategy? 
  • What changes are you going to make to adapt to the changes I mentioned?
  • How are you going to use ChatGPT?
  • Is it relevant to your business?

It is a game changer. It’s like the spreadsheet or the Word Processor when they were introduced. They were a bit crude at the start but soon got a lot better. AI is gonna be like that. They’ll be interested to see what regulations come in to manage it because it will need regulating, there’s no doubt about it. Otherwise, we’ll develop, and we’ve also seen the sci-fi movies. iRobot is a good example if you like, so we don’t want that. It’s how this can be contained, but it’s here. It’s here to stay. It’s growing rapidly. We’ve come to the end. Many thanks to everyone attending the webinar. I hope you found it useful. I’m looking forward to next month’s presentation, which is in a month—on June 28th. Amrita Govindji-Bruce, founder and managing director of NORI – HR and Employment Law, will be doing a presentation on how to create the greatest team to control your marketing. We worked with Jason and Amrita for some time now. They look after all our HR. They’ve kept us on track. HR is not one of my strong points. But they’ve kept us legal. We use Breathe HR to keep us on the system. But it’s also about how you recruit people, how you onboard people, how you retain people, and how you manage your culture. Amrita is going to shed some light on those things so you can have the best marketing team because people are fundamental to growing your business and getting the right people on the right seats is very important. To book this event, go to the events section on Vision2Success.co, and I look forward to seeing you in a month. Thanks very much.

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