0:01

I'm going to show you how I created an

0:03

AI course for marketers. All of

0:05

it done using AI. I'm going to go

0:07

behind the scenes. I'm going to show you each

0:09

and every lesson. I'm going to give you

0:11

some advanced prompts. I'm going to give you some

0:14

really cool AI tips, and I'm going to give

0:16

you the summary of how I felt AI

0:18

performed in creating this course for me so you

0:20

can use AI to create things like this

0:22

for you. All of this and

0:24

much more on this episode of Marketing Against the Grain.

0:27

I'm Kieran Flanagan, co-host of Marketing Against the

0:29

Grain. Let's get into today's episode. We

0:33

write back to today's show, but first here's a

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quick word from HubSpot. Teams everywhere are dealing with

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your productivity problem, not a problem at

1:02

all. Visit hubspot.com to

1:04

learn how they can help you grow

1:06

better. It's

1:20

a little bit of a special episode. It is

1:22

a Kieran Solo episode, and what I'm going

1:24

to do is cover a short email course

1:27

I put out. It doesn't sound

1:29

that interesting. Stay with me. I

1:31

know it's just a short email course. Everyone who listens

1:33

to this has probably released some form of

1:35

an email course over the past decade. The

1:38

reason we're going to cover this in

1:41

a short Solo episode is because it

1:43

was, for the most part, created by

1:45

me and AI, and

1:47

it was all about how to bring

1:49

the timeless craft of marketing together with

1:51

AI and have AI instrument that timeless

1:53

craft for your brand. Now, let me

1:55

give you a bit of the backstory.

1:57

Why did I decide to create this?

2:00

The A discourse. First of all, You.

2:02

Should always have little aside things that you do.

2:04

It is the best way to learn. I don't

2:06

care where you are in your career if you

2:08

don't really like doing the stuff do when the

2:10

word do in the craft like I shipped. This.

2:13

Little course yesterday. put a link and post

2:15

op of money than one that that a

2:17

promo about somewhere to go this week and

2:19

like this. but four hundred and fifty five

2:21

hundred people already signed up. That's cool. I love

2:23

that like one linked in post, people seem to

2:25

enjoy the course and you just watch the little

2:27

conversions come in on the hotspot platform and you

2:30

can see people I see some of your course

2:32

you know you create. Something that is the craft

2:34

and then people. Actually find invaluable. That's why I

2:36

love doing what I love and I think at

2:38

times you get really removed from that right? You

2:41

actually end up become and a people manager and

2:43

that's all you really do as boxes around and

2:45

move budget of nine different places. I actually enjoy

2:47

doing the work I want to do the craft

2:49

and so this is really cool. from the I

2:51

was up at twelve o'clock last night to put

2:54

the linked in post up at midnight. Like refreshing

2:56

the former: How many people have signed up and

2:58

I've got a bunch of promo? Go and Live!

3:00

So my goal was to get two thousand people

3:02

signed up for that. So little bit about why

3:04

I think. These gonna little side things are

3:06

really important. It's really how I learned I

3:08

have to actually do the thing. Aside from

3:10

that, there is a couple of reasons I

3:12

decided to do that. and so recently I

3:15

put out a post on Linked In that

3:17

blew up I've seen occurred lots of times

3:19

since then. Would says a quote attributed to

3:21

Sam Altman said that he thinks that a

3:23

I in the future will be up to

3:25

automate ninety five percent of a marketers role.

3:27

Fun! Episode Com: Enough Franciscans thinks

3:30

the opposite is true. A I will

3:32

only be able to automate maybe five

3:34

percent of a marketers role and we're

3:36

going to debate topics I think it

3:38

can be much closer to maybe ninety

3:40

five percent, not ninety five percent. With

3:42

the closer than random assortment debates up

3:44

for this quote was attributed some outman

3:46

a blue Optimizers concede. Are tons

3:48

and tons of engagement. Like I think

3:50

it was like seven hundred different commons.

3:52

And what I noticed in the comments

3:54

was more Martyrs really fell into three

3:56

categories they sell into. A I

3:58

as only heights. I'm on even

4:00

touch net A I is like really good

4:03

for. The. In an assistant to do

4:05

some blog posts and then there was a

4:07

small number of who really got at like

4:09

oh yeah this is really gonna change the

4:11

way I do work as the Martin and

4:13

against the grain. The reason we created that

4:15

podcast is because really that many side of

4:18

five cent quote whether you agree with it

4:20

or not that it really speaks to why

4:22

wanted to this podcast my we enjoy doing

4:24

this podcast is because. We. Want the

4:26

people who listen to this podcast to be in

4:28

the five percent right? We want those marketers to

4:30

be the risk takers, the opportunistic, the people who

4:33

do things first, the present and future leaders. And

4:35

that's really the only reason I want to this

4:37

podcast when we originally agreed to start recording this

4:39

podcast. One thing, keep an eye. it's really clear

4:41

on as if we just regurgitate. Best practice for

4:43

marketing were at we own a do It Right

4:46

We actually would prefer to do something where we

4:48

can help people the in that five percent on.

4:50

I think a I as one of the things

4:52

that you can adopt much faster than anyone else

4:54

and be in that five. Percent. And then

4:56

there was the other category of marketers

4:59

You think? hey, Ai is really cool

5:01

for a blog post like isolate. Really

5:03

use it for sure. It's fine as

5:05

good a system for blog posts. And.

5:07

It's not that they are. Not.

5:09

Working hard or want to do new things.

5:12

it's just that they don't really have the

5:14

inspiration to figure out how to use a

5:16

I for more. Thanks! So I was like

5:18

ah cool wall You know what I'll do

5:20

is I will create a short course and

5:23

I will use a I to create the

5:25

course and the courses about how to. Use.

5:27

A I to implement the craft of market

5:30

in into your business and so what am

5:32

I do here is go through a lot

5:34

of bed of the course because there's some

5:37

prompts and think that that and some learn

5:39

that I've had that I can pass on

5:41

to you all here and maybe that will

5:43

be helpful seat to figure out how you

5:46

want to use A I see your marketing

5:48

going forward so this is the killer landing

5:50

page that I put together. In

5:52

a very short amount of time. You.

5:55

Probably have heard me talk about my design

5:57

skills are I'm very fortunate that I get

5:59

to use. Spot I have I have soda

6:01

cans think it's like a pro or and advice can't.

6:04

And so the you the first thing to say

6:06

and this will give you an old description of

6:08

the course and and then I'm going to get

6:10

into like how I used ai and given to

6:12

a lot of the prom said you can kind

6:14

of steel or go sign up to get the

6:16

exact taxed. This is for the most part much

6:18

better if you look at you tube does not

6:20

mean I'm going up and a make it really

6:22

good for all of you Rss subscribers we love

6:24

you all but just in terms of the visuals

6:26

when you look at the prom through the prompt

6:28

or just big blocks of text some nothing that

6:30

the we the my blog give you a synopsis

6:32

of them so you can go use. It go

6:34

scraps of you tube and check out our You Tube

6:36

channel is doing really well. You'll get all of the

6:38

visuals if you're an Rss. I'm gonna give you that

6:41

that we like. Where you can sign up for the

6:43

course, you can just get a dump of all of

6:45

that prompted. that's helpful or it says. The reason I'm

6:47

kind of starting with this is Lana Pay so I

6:49

have about four hundred. again I didn't linked in post.

6:51

I think I did a tweet to the tweeted i'm

6:53

really have not Died Stock and to figure out how

6:55

to get my audience by Parker Twitter Ever since a

6:58

lot of the algorithm changes that is on my list

7:00

of things to do this year everly just kind of

7:02

focus on like them because of time constraints and. So

7:04

I think it has like four hundred and fifty

7:06

to five hundred psi ops which is kind of

7:08

cool as the email my usual arrested of much

7:10

more linked in promo met I bought some other

7:12

from things i think I'll do trip promo that

7:14

just for fun but the reason I'm saying that

7:17

is because the landing page was created using a

7:19

i write so I give a I and I

7:21

went off that are quickly show you that we

7:23

did together credit and initial outline for the. Course.

7:26

And then within the problems that I

7:28

show people how to do there is

7:30

like this prompt from John Cables and

7:33

get into some of the lessons and

7:35

the market responders lessons and a basic

7:37

takes this incredible copywriters. Core.

7:40

Tactics to create incredible ad campaigns and then you

7:42

can credible and pace in their spouse. And a

7:44

word I thought pretty well now I would love

7:46

for you all the common sight in the you

7:49

to the tell me whether this is a good

7:51

conversion rate of knots and maybe it has and

7:53

deters the conversion rate to date on about five

7:55

hundred sign ups is about forty three percent, right?

7:58

and again. One. Of the things I. Internet

8:00

court and I will he stay true to

8:02

the purpose of this course which was to

8:04

will allow Ai to ship the things. And.

8:07

Me to really only do light at. It's best

8:09

of the most part I just directed A. I

8:11

had to do the edits because I really wanted

8:13

to open people's minds into the quality of the

8:15

worked at A I can do so for the

8:17

most part everything you see here. Is

8:19

created and shipped via a I and I

8:21

am in the background like the editor in

8:23

chief like hundred directed at were to provide

8:26

some added some things that that so this

8:28

entire lot of pages created by a I

8:30

went through a bunch of different variation. One

8:32

of the things that people really undervalue any

8:34

I as it doesn't get bored and it

8:37

doesn't mind the grind and the grind. The

8:39

kippen I talk about all the time as

8:41

just like those incremental ways to improve the

8:43

work did you do so for example this

8:46

kind of headline here on this planet page

8:48

which says again that poor. Value that

8:50

I thought about this course was

8:52

he's a timeless market in decades

8:54

old lessons. Implemented Three I

8:56

should bring in that old and and you

8:58

together. The headline here is Unlocked The Markman

9:01

Secrets of Legends with a I Free sixty

9:03

you know course and they're like. This sub

9:05

description was pretty cool. From the golden age

9:07

of Marks into the A. Today I discover

9:09

how to build brands stand the test the

9:11

time and then I put in the includes

9:14

as I say or prompts to make your

9:16

mark and stand out. Now the copy Again,

9:18

pretty good seat and see what's in the

9:20

course. We have the likes of David Over

9:22

The Edge on Cable Guys, Talbert and many

9:24

more. Kind of incredible. Legendary Marketers and add

9:27

copywriters and I can paint. People submerges to

9:29

view all the docks. Again to the Rss

9:31

listeners, thank you for tuning in. I will

9:33

call things I the further you to people

9:35

you can see it. So this is the

9:38

first thing we can I worked on which

9:40

is like the outline right? So I came

9:42

up with the initial idea of blended together

9:44

the craft. This is the two things I'm

9:46

really passionate about. the craft of Market that

9:49

not the science. The craft. And an

9:51

instrument than that? through the science which is air

9:53

so we came up with the know martin through

9:55

time seven lessons from the legends know i i

9:57

decide to six bucks loan them wasn't very good

10:00

And the thing I really worked with AI

10:02

on was a format for each lesson, right?

10:04

And I didn't want that just to be

10:06

a, you know, tips and tricks, best practice.

10:08

I wanted to do something much more creative.

10:11

And so if I showed you my prompt

10:13

for creating this course with AI,

10:15

and it was created for the most part

10:17

through ChatTbT Pro, and I'll come on to

10:20

a little bit about the challenges I had

10:22

recently with ChatTbT Pro, but also Claude. Over

10:24

time, I was using Claude much more. But

10:26

like my ChatTbT Pro prompt

10:29

created in this course is probably like 20 pages

10:32

long, right? It took a couple of weeks

10:34

to build, but way easier to build

10:36

than using humans. I will be really

10:38

honest because, again, AI does

10:40

not mind the grind. It doesn't mind me asking

10:42

it to create many edits, many variations, and that's

10:45

what I loved about it, and really quickly iterate

10:47

through things. And so we landed on this

10:49

structure. Everything that

10:51

I selected to do was

10:54

suggested by AI from me prompting it,

10:56

right? So I didn't say, okay, well,

10:58

like, that idea is good from AI,

11:00

and I will decide, oh, I'll use some of that,

11:02

but I'm just going to change it because I believe

11:04

the structure is better. I really wanted to stray true

11:06

to the reason I did this course, which is, hey,

11:08

like, AI can do much more than you think, right?

11:10

It's not all hype. It's not just good for blog

11:12

posts. And so this is a

11:14

structure we landed on after much kind of

11:17

iteration and variation, which is each day would

11:19

have a singular lesson, right? And that lesson

11:21

was a foundational part of marketing.

11:23

So we have, you know, day one is

11:25

introduction to conversational copyright, and then we pick

11:27

a legend, which was Quasi Hopkins, because that

11:29

was a big part of how he created

11:31

the book of scientific advertising. And he has

11:33

that famous quote that you should write in

11:35

the same language that your customers use. Then

11:38

each lesson, I wanted to have a video

11:41

summary for me, again, created by AI, and

11:43

I'll get into that. Then I wanted to

11:45

have real actionable steps, and the actionable steps

11:47

are actually an advanced prompt to actually instrument

11:50

that lesson. And then I wanted

11:52

to have a homework. And so I really thought

11:54

about this, like, what would make the course different,

11:56

and the ability to have like a homework assignment,

11:58

and actually instrument this for your own brands. So

12:00

that's the way I learned is by doing something it's the reason I

12:02

did this course and so I was like how can I use a

12:04

custom GPT to be able to do that and I'll come on to

12:06

that a little bit later because it worked a little differently than I

12:09

thought. So I was pretty happy with that right so I was pretty

12:11

happy with the way that I structured

12:13

each lesson. I think people really want to

12:15

know the prompts so I'm gonna actually go

12:17

through maybe three lessons here. If

12:20

you want the entirety of the course you

12:22

can go to the follow-on link bit.ly

12:25

and then just dash timeless dash

12:27

marketing dash AI so it's just

12:29

like bit.ly slash timeless dash

12:31

marketing dash AI. I'm sure the team will

12:34

put it in the show

12:36

notes and so let's get into

12:38

some cool lessons and I will

12:41

open up the actual emails

12:43

and show you some of the videos. I think

12:45

we're gonna do I think some of

12:47

the cool ones in terms of the prompts you'll

12:50

be interested in. We're gonna do conversational copywriting because

12:52

there's some cool things in there. I think

12:54

we'll do the Gary Halbert one because it's

12:56

really had you create a short sales deal

12:59

for your product and then the one I

13:01

really want to get into is the psychology

13:03

of persuasion by Dr. Robert Caudini because I

13:05

try to create an entire marketing campaign using

13:07

his principles and something else like a neat

13:09

little trick that I'll show you as well.

13:12

Alright we are in HubSpot the very first

13:14

email that I think some people are starting

13:16

to get today after the introduction I did.

13:19

So again all of

13:21

this created by AI all

13:23

of the copy done by AI

13:26

me as the editor not creating

13:29

any copy tiny little words here and there

13:31

maybe but again staying through to the purpose.

13:33

So each email has this quick introduction which

13:35

I think it's done really well. I'm gonna

13:38

do a minute of the first video which

13:40

was for Kossi Hopkins a quick summary of

13:42

that lesson and the thing to

13:44

know here is that AI actually

13:46

created a script and then I instrumented the

13:49

video through Heijin so I did nothing right.

13:51

So like basically I did really nothing other

13:53

than like again continue to prompt AI where

13:55

I thought it could do better or I

13:58

thought it has to be well. was not

14:00

that good and say, hey, like, you should make

14:02

these edits for this video script, do a little more of this, do

14:04

a little more of that. And that did take a bunch of work,

14:06

the edit, and really did take a bunch of work, but again, I

14:08

did not change really any words or

14:10

anything like that for the video script. So here's

14:13

what it sounds like, and I'll give you my

14:15

thoughts and video in general for, as

14:17

part of a course like this, after about a

14:20

minute of this video. Hey there.

14:22

Today we're going to cover a lesson

14:24

from Claude Hopkins. He is considered

14:27

one of the pioneers of modern advertising.

14:29

In the early 90s for the people on

14:31

YouTube, you see this like cool little image of

14:33

Claude Hopkins come up in the top

14:36

right hand panel. All my

14:38

own quick time editing skills. I have

14:40

real skills, right? Pretty

14:42

awesome. And strategies that are still

14:44

used in advertising today, such

14:46

as the use of scientific approaches. Other things

14:49

for people on YouTube and even on RSS,

14:51

what do you notice about the video? I

14:54

think why it's better quality and ones that

14:56

I've done previously on HeyGen because I'm a

14:58

hands wavy person. I kept my

15:00

hand very, very still. And so this is why this

15:02

video looks much more realistic than other ones that I've

15:04

done previously. That's the video. So every

15:06

single lesson comes with a cool video

15:08

overview with me with a very Americanized

15:10

accent. Now I will say

15:12

all of my friends think I sound

15:14

American anyway, because I've worked with American

15:16

companies so long, but HeyGen really like

15:19

gives me that real American accent. Now

15:26

what do I think about these videos? They're good. You

15:29

know, they're fine. I actually would use them as part

15:31

of a course because they're so easy to do, right?

15:33

I'm sitting downstairs at 10 p.m. and

15:36

I'm doing the video script via AI. And then

15:38

I don't have to go upstairs and record it

15:40

myself because I've already trained HeyGen to have an

15:42

avatar for me. So then I can just put

15:45

in the script and actually have the AI generated

15:47

video without me having to go back and forth

15:49

and actually record. Now if you really want the

15:51

video to be something that sells people on something

15:54

or converts them or makes them feel a certain

15:56

way, then yeah, these videos are not great,

15:58

right? Because they don't have much emotion. don't have

16:00

much randomness of tone. All of these things,

16:02

they don't have any of that. It's very

16:05

formulaic. I think it's good for an educational

16:07

video. I also think, really, they

16:09

can be a little boring. So the first one was

16:11

two minute long. And I watched it and was like,

16:13

oh, people probably want to think this is a little

16:15

bit boring. And so then I made the other ones

16:17

a little bit shorter. But I wanted to include a

16:20

video for every single email, again, to say true to

16:22

the purpose of this, to say, hey, what would it

16:24

look like if AI created this course with someone directing

16:26

it? So I think, again, good for educational things. Not

16:29

great if you really want to use video to sell someone, make

16:31

someone click on something, make someone feel a certain way.

16:33

Now, I want to get into the thing people really

16:35

will want to know is, OK, well, tell me about

16:37

the action plan. How do we have AI create the

16:40

craft for each of these lessons? So the lesson here

16:42

was really to talk to them in the language they

16:44

use every day, the language in which they think. Marketing,

16:47

this stuff still is the

16:49

key. Like, we've maybe

16:51

forgotten that, in some ways,

16:53

marketing is a simplistic thing.

16:56

Create value for customers, sell customers on

16:58

the benefits of your product, and the language

17:00

that they understand. I don't know how brands,

17:03

and particularly B2B, just

17:05

don't get this. You go to their website,

17:07

and it's so jargony. It's such bullsh**. It's

17:10

such, bleh, words, vomit

17:12

of words. Do

17:15

you talk to customers? Do you actually listen to

17:17

the way they talk about your product? Do you

17:19

actually hear how they describe the benefits of your

17:21

product? Why not just put that on your website?

17:23

It's much, much cleaner. So how

17:25

does AI help you to do this in

17:27

a much more scalable way, right? So today,

17:29

you have to be pretty good at copy.

17:31

You have to be a good copywriter, understand

17:33

content, understand your customers. Here's what

17:35

I think you can do in the future.

17:37

And there's a detailed, step-by-step way to do

17:39

this in this very first email, which is

17:41

really build a gramily of customer language. I

17:43

use gramily all the time. Got an email

17:45

notification from them. Whereas one of the only

17:47

ones I find valuable, all brands do this.

17:49

Now they think it's really cool. They can

17:51

a real kind of way to get people

17:53

to reconvert, which is here's all of your

17:55

data, how you're using the product, like in

17:57

really interesting ways. Gramily is pretty interesting. and

17:59

then I'm a power user and it showed

18:01

me how I do better than all of

18:03

the other Grammarly users on like vocabulary and

18:05

all these different things, right? But what about

18:07

a Grammarly for your customer language that actually

18:09

when you put in content and you create

18:11

that content, whether it's a web page

18:14

or landing page or an email, it starts

18:16

to correct it to be much more like

18:18

how your customers speak. And AI will be

18:20

able to do this, right? So you'll be

18:22

able to take your sales calls and transcribe

18:24

all those sales calls using something like otter.ai.

18:26

You'll be able to compile those transcriptions and

18:28

then you'll be able to create a chat

18:30

activity prompt to create categories of themes, right?

18:32

And I put in here and again for

18:34

the people in RSS, what I'm showing is

18:36

a detailed prompt where you've when you've got

18:38

the transcriptions, all you need to do is

18:40

transcribe through any one of these AI tools.

18:43

I kind of said otter.ai, but there's a bunch

18:45

of them and I think even Gong might have

18:47

its own features that you can just export the

18:49

transcriptions. And then I provide this

18:51

kind of advanced prompt that when you just

18:53

have it dumped into a dock, we'll actually

18:55

be able to convert those things into themes,

18:57

right? Convert all of those things into themes.

19:00

And that is the beauty of AI that

19:02

it's able to distill so much

19:04

data into like core themes and categories.

19:06

And I think that's one of the

19:08

main advantages of it. And then I

19:11

go through this where you can basically

19:13

get all the way to the end and

19:15

then create a custom GBT. So think about

19:17

the custom GBT, right? I would pre-program it

19:20

to basically look for errors in the content

19:22

that I upload that don't fit the

19:24

themes and categories in the way my customers speak,

19:26

right? So example, simplistic prompt here

19:28

is highlight how this copy aligns with

19:30

our customer language themes and provide suggestions

19:32

for making it resonate more effectively with

19:34

our target audience. So I'd actually have

19:37

a custom GBT pre-programmed to

19:39

look for these errors where my copy deviates

19:41

from the way the customers actually speak about

19:43

it. And I would have already had an

19:45

AI go through these transcriptions and create summaries

19:47

and themes and things that are really important

19:50

to make sure that they're incorporated into our

19:52

copy. I would have uploaded that for the

19:54

custom GBT and the custom GBT will then

19:56

actually kind of act like agromal in a

19:58

way whenever I have... upload a document,

20:00

it will check against the pre-programmed

20:02

doc that I've uploaded to see if

20:04

that language resonates with our customers. The

20:06

cool thing here is you can actually

20:08

have a custom GBT for sales, close

20:10

one deals and close loss deals. What

20:13

are the commonalities in language for

20:15

when people close versus when they don't? And

20:17

can I check my copy against either

20:20

of those things because I want to be

20:22

much more like the language you use when

20:24

people actually close and buy my product? And

20:27

then you can actually continue to expand this.

20:29

You can export customer support tickets, you can

20:31

export website copy, you can export social media

20:33

mentions and have a real actually customer comms

20:36

library pre-programmed into a 12 GBT to act

20:38

like a good primary for your content. I

20:41

really enjoy this part. It's a mean AI

20:43

kind of cycle through different examples from these

20:45

marketers. It was a really famous one from

20:47

Kwasi Hopkins for Schultz Brewery. There's

20:49

this amazing piece of copy that

20:51

he wrote to really change the

20:54

fortunes of that brand. You

20:56

can check this from the course if you sign up.

20:58

And then it kind of goes through, again, AI did

21:00

all this, why that campaign was so successful and I

21:02

think it was pretty good, right? But I want to

21:04

get into a couple more lessons and then I'll get

21:07

into my thoughts in the custom GBT because there's some

21:09

things there that happened that are pretty interesting. All

21:11

right, so this is a lesson from Dr.

21:14

Robert Caudine, who's an American psychologist and wrote

21:16

this book about the art of persuasion. And

21:19

the lesson basically shows you the

21:21

different persuasion techniques that he feels you can

21:23

incorporate into your marketing to get people to

21:25

buy your product. And then

21:28

I give this advanced AI prompt to

21:30

actually create an entire marketing campaign that

21:32

incorporates those techniques into the campaign itself.

21:34

Now, I think this is a good

21:36

time to show the custom GBT. This

21:39

was a big part of what I wanted to

21:41

do, which is to make courses different if you

21:43

provide a custom GBT, would that change the experience

21:45

of the course, make it a little bit more

21:47

interactive? And so each lesson, and we'll go through

21:49

this one, has this ability to go

21:51

to this homework bot, right? And so if

21:54

I do about this bot, and

21:56

you'll see on the screen for the people

21:58

listening, it basically gives you guidance. and

22:00

how to use the bot and so it will

22:02

say, hey

22:04

choose the homework assignment that you want to do. I've been trying to

22:06

figure out like courses, a lot of

22:08

them aren't that interactive unless you have a community and this is

22:10

a way to make it a little more interactive without having to

22:12

set up a community. So we're going to

22:15

do day six, we're going to do the psychology of persuasion

22:17

and copywriting. So we're going to

22:19

choose day six and this is not going to

22:21

work really well and there's an interesting reason why

22:23

and I want to tell you about

22:26

that. And I'm going to jump between this and the

22:28

prompt to show you what's going to happen. So

22:30

we're going to do the first step. And

22:32

I'm going to do the prompt to show you what

22:34

is happening to chat GPT right now because

22:36

it's pretty interesting. I'm so glad

22:39

it's doing this because it's actually wild that

22:41

it's doing this. So

22:44

here is the incredible thing that is happening

22:46

to chat GPT. Pro,

22:48

I'm on pro. And

22:50

I noticed this because I have some people going through

22:52

the course. Prior to me actually promoting it, I had

22:54

some people go through the course and

22:56

they started to tell me that the prompts that I was

22:58

providing were not working in the same way. And

23:01

why are they not working in the same way?

23:03

Because chat GPT is getting really lazy and the

23:06

answer is getting much worse than when they were

23:09

like two to three weeks ago, this prompt worked perfectly.

23:11

And now I've noticed it's the exact same prompt and

23:13

it works very differently. So this is a great example

23:16

of what it started to do. So this is

23:18

the result from chat GPT. This is pre-programmed

23:20

with a prompt. So the way

23:22

you should do this is the

23:24

custom GPT has an 8,000 character limit.

23:26

So you can only actually incorporate 8,000

23:28

words of instructions. And so what I do

23:30

is I put the instructions in PDF if

23:33

you want it to be a complex custom GPT. And

23:36

then really what I put into the custom GPT

23:38

itself in terms of the instructions is just a

23:40

big if then else loop. So if the user

23:42

selects this, execute this PDF that I've uploaded, which

23:44

has all the instructions for that option. If

23:47

the user selects this, execute all these instructions

23:49

that I've just uploaded. And

23:51

so what I'm going to show you

23:53

is the prompt to get

23:56

the marketing campaign created by Dr.

23:58

Robert Haldini. You can see here

24:00

what it's done is I've said day six and it

24:02

said, cool, here's basically what you should do. And it's

24:04

told me to do all the work, right? It's told

24:06

me to provide a product name. It's

24:09

told me to provide a campaign strategy. It's

24:11

just given me like what I should do,

24:13

incorporate psychological principles. So then it says I

24:15

should do what Dr. Robert Caudini does. Then

24:18

it says campaign strategy refinement. It is basically telling

24:20

me to execute the prompt. It is treating me

24:22

like I am the AI because I'm going to

24:24

show you the prompt that I've

24:26

been refinement and work really

24:28

well. This was actually my favorite

24:30

prompt. So basically you give it a task,

24:33

right? So the task is to

24:35

create a compelling marketing campaign for the product's

24:38

target audience. And then I say, you know,

24:40

the campaign should offer something of incredible value.

24:42

I provide some suggestions. The marketing campaign should

24:44

include the key principles. And I

24:46

give the principles that I want it to include

24:48

from things taught by Dr. Robert Caudini. The only

24:50

input the user should have is product name. So

24:53

the user should input the product name because I

24:55

think that they have to input the product name

24:57

to get a campaign for that product. Then it

24:59

says do each of the steps below for that

25:01

product name. And you can see it says, hey,

25:03

create a campaign strategy. The thing that

25:05

was working really well, for most people, they just

25:07

take the first output from AI and it's really

25:09

generic and it's not that useful. And

25:12

this here is a loop. And that loop should

25:14

be done five times. And at each time it

25:16

goes around, it should get edits

25:19

to make the campaign better on the next iteration.

25:21

And I tell it the loop is considered over when

25:23

you deliver the fifth campaign. I tell it here at

25:25

the start, you must do this five times or else

25:27

we have not served the user. I've tried

25:30

multiple ways to get it to do this five times. This

25:32

was working. It was working really well. I did one for

25:34

Airbnb. It would create a campaign.

25:36

Then it would say, cool, here are the edits

25:38

to make this even better and more compelling. And

25:40

it would do a second version. And then it

25:42

would say, these are the edits we can use

25:44

to make this better, more compelling, more interesting. And

25:46

it would create a third version. Now what

25:49

it's doing, and you can see it in

25:51

the homework bot, you'll

25:53

basically see that it's

25:55

telling me to do all the work. It's like,

25:58

no, screw you. you do

26:00

all the work, right? So we

26:02

can see how this works here. Because I think if

26:04

you copy and paste it in, sometimes you get different

26:07

results. So let's just see. We can copy and paste

26:09

this exact prompt. So we will do

26:12

this, Airbnb. And then I

26:14

will also do one in Claude and show you

26:16

the results for that, because I think Claude is

26:18

starting to become much more of my favorite bot

26:20

to use. Now, while this is happening,

26:22

I'm going to come back to that at the end.

26:24

But I want to wrap up with some thoughts. I'm

26:26

going to just share my exact doc with my thoughts

26:28

in this course. All right,

26:31

so if you want to go

26:33

get this course, here is the

26:35

URL bit.e timeless-marketing-ai will

26:37

be included in all of the notes.

26:39

Here's what I used it for. Show

26:41

outline, the episode format, the individual

26:43

emails. So you saw the video summary using

26:46

HeyGen. You saw the action plans. So

26:48

the advanced prompts were created, for the most part,

26:50

by Claude. And so I've been

26:52

using AI to create prompts. Now I instruct it.

26:54

I give it a format. I give it a

26:56

template. I can upload a doc for Claude. Using

26:59

a template that I want the prompts to be in. And

27:01

so Claude created most of the advanced prompts for

27:03

me. And it was really good. And

27:06

then an example from history. So show outline, I would

27:08

give it like a three out of five. Did really

27:10

well. Episode format, three out of five. I think it

27:12

did pretty well. The individual emails, probably a three out

27:14

of five. But I would say that prompts, I would

27:16

give it a four out of five. Claude was really

27:18

good giving me advanced prompts when I give it a

27:21

template. So pretty good here.

27:23

I think for most SMBs, using

27:25

AI would get you a pretty good

27:27

course. Would it be the best

27:30

course on a topic on the entire

27:32

internet? No. But would it be pretty good that people

27:34

will find valuable? Yes. Custom GPT was

27:36

good, has degraded. I'm not going to go back

27:38

to see how we're performing here. This part is

27:40

a bit of a bummer. It took me ages

27:42

to create that custom GPT. It actually

27:44

basically does all of the lessons, shows you how

27:46

it does the prompt, and does them for any

27:48

product or service you put in. And it's just

27:50

degraded over time. Created the land page. Conversion rate

27:53

is about 500 now. Sign

27:55

up so you can get an estimation of how many

27:57

people have gone there. And the conversion rate is

27:59

about 40. What would I

28:01

do next time? So I would do a more advanced version of this.

28:03

I probably am going to release another version which is going to be

28:05

much more advanced. I would use delphi.ai to

28:07

create a version of me as part of the course.

28:09

Go check out that tool. It allows you to create

28:11

versions of yourself if you're like a business creator and

28:13

you can have that as part of the course so

28:16

they can actually interact with you at all times when

28:18

they're going through the course. So that's going to be

28:20

part of what I do. Hey Jin,

28:22

I would actually ask to feature experts as part

28:24

of the course and ask them to provide me

28:26

their avatar or a five minute video that I

28:29

can create an avatar of them and use their

28:31

image for specific lessons, teaching things that they are

28:33

renowned for whether that's a tactic or they are

28:35

part of a renowned brand and I'm doing a

28:37

lesson from that brand and I think that would really bring

28:40

the course to life. Microsoft Vazza

28:42

1 is like the next level for this. I don't

28:44

know if it's going to be released. You might not

28:46

have all seen it. It really allows you to take

28:48

an image and then create a video from that image

28:50

and it's unbelievable. It's really unbelievable. Go check out Microsoft

28:53

Vazza 1. If there was anything

28:55

like that, I could actually create incredible expert-led

28:57

content by just having the experts featured in

28:59

my course and do some sort of partnership

29:01

with them so they allow me to use

29:03

the imagery to teach a lesson from them,

29:05

to teach a tactic from them. I

29:08

would create more animated videos. It's kind

29:10

of boring. Eventually, you'd fix emails even

29:12

though you've got custom GPT, the video,

29:14

the advanced prompt, the kind of historical

29:17

example of how that lesson was done

29:19

for some known campaign. I

29:21

think animated videos really bring a course to life. There's

29:24

these companies I'm going to dig into. One of them is called Flicky.ai.

29:27

You can see the URL here. That's one of the

29:29

things I would do as well. Then I

29:31

think AI Community for Subscribers where I have a

29:33

bot, maybe delphi.ai where you can go and interact

29:35

with each other and interact with the bot. Actually,

29:38

it brings the course to life. I think

29:40

community-led web courses might be a big

29:42

thing because I think you can create them with a

29:44

bot AI version of yourself and so you don't have

29:46

to give up all of your time to be present,

29:49

but you can still provide value to that community. That's

29:52

it. Let us go back

29:54

to see the absolute nightmare that GPT

29:56

is currently doing here. We'll wrap up

29:58

with this. So like pretty

30:01

hilarious, right? So awful. So

30:04

it has come up with like for Airbnb, you

30:06

live anywhere, experience everything. That's the campaign, invite

30:09

potential guests to immerse themselves in unique, culturally

30:11

rich environments around the world. Basically,

30:13

it allows people to live in incredible places

30:16

around the world. It is something that you

30:18

could see Airbnb do and they saw that

30:20

not that creative, right? And then it talks

30:22

about how you could incorporate how the needs

30:24

principles or reciprocity, commitment and consistency, social proof,

30:26

authority, life and scarcity. And

30:28

then it says, this is the funny

30:30

part, edit for next campaign, right? And

30:33

then it doesn't do anything. For the

30:35

next iteration, I'll focus on making the

30:37

marketing campaign more interactive and personalized, yes,

30:39

because it's pretty generic right now. Adding

30:41

gamification element could enhance engagement and incorporate

30:43

in more detail local insights might provide deeper value

30:45

to potential customers. So it gets it, right? It

30:47

gets how to provide value the next

30:49

time around, the iteration the next time around. Now,

30:51

if I just said, cool, please do that, it

30:55

will do it, right? But it

30:57

was looping around without me

30:59

having to do that. And let's just go

31:01

check. Lastly, on our

31:04

good old friend, Claude,

31:07

Claude has done it, right? It's a pretty unstructured, I'd have

31:09

to dig into this, but Claude has done it. So let's

31:11

see what the fifth one is. The

31:13

ultimate iteration of Airbnb Explorers Club, we could

31:15

evolve into a full travel lifestyle subscription bundling

31:17

together all the previous components. So it's actually

31:19

built on each other. I have to go

31:21

back and read each and every

31:23

campaign. But this is an example of what I

31:25

mean where Claude does a much better job than

31:28

chat GPT right now. It actually has iterated

31:30

on five campaigns. It's built on each one

31:32

to figure out how we can make things

31:34

better over time. And I suspect if

31:36

I actually went in here, it would be really good.

31:39

So my tip here is have

31:42

the AI iterate on its own work

31:45

four or five times before you take the

31:47

output to iterate on it yourself. All

31:50

right, this was a kind of manic episode.

31:52

I hope it's been valuable. If you liked

31:54

the course, again, the URL

31:56

is dip.ly-timeless. So

32:00

basically Bitly and then

32:03

the custom link is timeless-marketing-ai. Hopefully

32:06

you learned some things. Hopefully you found this valuable.

32:08

Until next time, I will be back with Kip

32:10

as always on the next episode of Marketing Against

32:30

the World.