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Ready or Not: AI's Inevitable Upheaval in the Marketing Realm #AIintheSky
194 Plays1 year ago
In this episode of the AI-Driven Marketer, Dan Sanchez talks to Marc Angelos about AI. We're talking about the jump from the cool stuff GPT-4 is doing now to what's coming with GPT-5 – and how we marketers can get ahead of the game. Dan even shares a personal story about getting ready for marriage that surprisingly ties into prepping for AI's future. Plus, we've got hot takes on Sam Altman's big AI predictions (spoiler: they're kind of wild), the real-deal on personal brands, and a bunch of wicked smart advice on getting personal with AI-powered marketing. This episode is just stuffed with goodness for anyone ready to geek out on AI and make their marketing smarter. Grab your headphones and let's jump in!
Timestamps:
00:00 AI's impact on marketing discussed with expert.
08:44 Maximize marketing success by rethinking daily efforts.
14:40 Setting goals and documenting the journey's importance.
18:07 Sam Altman discusses the future of AI.
22:16 Prepare for future AI by collecting relevant data.
27:26 Rumors of Apple and Google discussing Gemini.
31:29 AI needs visionary leaders to succeed.
38:02 5G and AI will drive future marketing.
46:22 Sales discipline and networking crucial for success.
48:20 Effective selling and marketing is relationship building.
55:48 Teach AI to take baby steps for success.
59:29 Providing AI with context and templates for guidance.
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Transcript
Introduction to 'AI in the Sky'
00:00:05
Speaker
Welcome back to AI in the Sky, where we take the 10,000 foot view of what's going on with AI and bring it down to the ground for marketers to talk about how it's actually going to impact what we're doing in marketing today.
AI's Impact on Marketing Predictions
00:00:17
Speaker
I'm joined with my friend Mark Angelos, and today we're gonna be covering a number of different news items, things that are going on to AI right now, but I wanted to kick it off with some predictions, not my predictions, but the predictions of, I'm blanking on your name right away.
00:00:34
Speaker
Sam Altman, that guy, the man who's become famous in everybody's minds over the last year and a half, not even. I didn't even know this guy's name until OpenAI came out. I'm sure a lot of people did. He was big in Silicon Valley, but now it's like, oh my gosh, Sam Altman.
00:00:52
Speaker
the open ai ceo has been like the new steve jobs like silicon valley right i'm with the amount of mentions is get but i want to cover like three different predictions that he's put out there that i think are. Crazy they're crazy predictions and people called them crazy some people are like.
00:01:11
Speaker
like saying they're true. Some people are saying, oh, it's so far off. But I'm like, that's the reason why we need to talk about it to find out what it actually means
Automation and Job Dynamics in Marketing
00:01:18
Speaker
for marketing. The first one is one that you sent me, Mark, that I, somebody else was covering, I believe at the, what was it, the AI Marketing Institute? Oh, yeah, Paul. You sent me a post from this and I like I had to sit down and like read it and then think about it because it was such an alarming stat.
00:01:34
Speaker
that I've been mulling on over after taking a week off last week, but that is Sam Altman predicts that 95% of current marketing work will be done by AI. What percentage? I can't remember what the timeline for that was. Did he give a time frame for that? Next few years, but yeah. Five years would be so fast for 95%. Think about how many people are in marketing right now.
00:02:01
Speaker
So he was saying that when artificial general intelligence, which is the thing can think for real, that's when it's really going to hit. But we're already, the argument is, are we already scratching at AGI? Elon Musk says we are.
00:02:12
Speaker
Well, like everybody says, it depends on how you define AGI. Is it self-aware? Is it just based on kind of trick humans into making it think it's a human? The lines have gotten so fuzzy, as they should be as we really start to scrutinize this thing. But just the fact that it's going to automate 95% of current marketing work
00:02:33
Speaker
I've had to sit, take as a marketer. I'm like, okay, that means my job's going to disappear. Hello. Or change. We should all be thinking about this because we're all seeing that AI is becoming incredibly useful. We're seeing it take out things like writing. Like I even posted recently where it's like just job posts for writers on Upwork have gone down a lot, right? Video editors have gone up. We'll see what Sora does to that. Those might go down. Um,
00:03:01
Speaker
And you could draw correlations like, Oh, well, there's just changing trends. And I'm like, now marketers are still doing a ton of writing. We're, but one writer, a team, one writing team, like a team of two can now do more because chat GPT can write the rough draft and then it could just edit it and publish it. Right. So it's already changing writing, whether you like it or not, but it's coming for all of marketing, like 95%. That's, that's a big thing.
00:03:26
Speaker
If you think of what marketing does generally, a lot of it is repetitive tasks. It's creative for sure, but we know the machine can do creative. But that is what AI does well is repetitive tasks based on data like this fits. Yeah.
Challenges and Opportunities in Marketing
00:03:40
Speaker
And we all know, this is why I love being a solo marketer now, because one of the things that I found I was doing as a marketer in-house was I spent an insane amount of time just convincing people of what I needed to do or of what I had already done. So 50% of my time was already shot just telling them what I was going to do or what I had already done in order to convince them that this is the right plan of action.
00:04:08
Speaker
I just had this conversation on LinkedIn this morning, ironically with our old buddy, Joe, that I don't think it's so much that B2B doesn't get marketing or the CEOs don't understand it. It's that the systemic incentivization of these C-suite executives at these big firms is quarterly results. Their stock options are tied, their money are tied to them not understanding marketing, if you will. So I think that you as a solo marketer, Dan and all the folks who are trying to do their own thing right now, have an advantage for good or for real.
00:04:40
Speaker
So I just did a search for how many marketers are in just the US, not even the world. There's about over 400,000 marketers employed in the US right now as marketers. There's a lot of us. It's a huge industry. I love this job. I love it. I tell people all the time like, hey, if it doesn't work out so and so, there's always room in marketing because marketing can accommodate so many different personalities and skill sets.
00:05:05
Speaker
ways of thinking, you know, there's content marketing, there's strategic marketing, you can get more onto the math side or the art side, there's just so many different use cases. Yeah, there are things that need to be done in marketing. And it's a never ending black hole of stuff to do, right? You'll find that you're never done. Now, you can always feed it more money, or more talent or more stuff. There's the people side of marketing, and there's the data side of marketing, and the both are growing. Yep.
00:05:29
Speaker
And so you're wrestling with like 95%. And I'm like, well, let's say, let's say he's off. I still think it's going to be high, like maybe 70, 80% over the next, let's just say, give it a longer timeframe, 10 years still. But Dan, we've seen this before. That means it's going to chip away over time. So over the next 10 years, everything's going to look different.
AI's Role in Job Creation and Security
00:05:51
Speaker
There's just 70%.
00:05:54
Speaker
If you go back to when the automobile replaces the horse, this is where we are right now. I don't have a problem. I mean, yes, there's a big bumpy adjustment. And by the way, I come out of the sales world, and that was the same thing there, automation of outreach, automation of relationship building. You can argue it, and it will take time, and it won't be as smooth as Sam thinks it will be. But I think Sam's right, unfortunately.
00:06:14
Speaker
Yeah, there's going to be some pain, pain in that transition. Cause that's when you're talking about like big numbers, like 95%, that's, and the rate at which we're accelerating with AI, like that's, that's scary, scary, fast change. And I don't think people are going to be ready for it. I imagine what that counter argument to it. It's like, well, it'll create new jobs. I'm like 400,000 new jobs. No, I don't think so. Actually.
00:06:38
Speaker
There is an aspect that has to be discussed. To bring some value here to the audience, I feel like the things that will slow down and possibly be offshoot jobs inside of marketing, these are the road bumps, if you will, for what Sam is predicting. Data privacy, number one. Privacy of data when you can automate. I can basically stalk you online, AI, build your profile. I can know everything about you. There's an issue there. It's not known yet. There's cybersecurity. This is more than just cookies now.
00:07:06
Speaker
There's intellectual property. They're fighting that one out already. If you build a custom LLM for your marketing division, Dan, and it's learning off of public data, that maybe isn't public data. There's a fine line there.
00:07:20
Speaker
authenticity. People always struggle with that, and that's still going to be a problem. All these things could potentially slow down the process and create new little niche areas of marketing that aren't that big right now, but brand standards. That's not a big deal inside of marketing, you know. But when there's an AI now, you need to have a voice, you need to have a personification of your firm. There's other aspects that AI introduces. So there will be some growth, but it's going to shift.
00:07:46
Speaker
Yeah, but I imagine like let's say we we cut 70% of jobs and we get 20 to 30% back. I know you were still losing 40 50% that half that don't aren't accounted for now. That's what I think will happen is like you will create new jobs, but it won't account for all the jobs that were once existed.
00:08:05
Speaker
But maybe I've always said like marketing is kind of a black hole. You can always like actually my boss told me this a long time ago. He was in charge of operations at a large organization. I was he's like, dude, I could always throw more money and talent and time into marketing. It's like a never ending black hole of suck. It could just eat the whole budget of the whole organization. You would still have room left over to do more.
Strategic Planning for AI's Future in Marketing
00:08:25
Speaker
I always I always walked away with that thinking like dang. Okay.
00:08:28
Speaker
So it's always an efficiency play because it can always take more. And I'm like, I wonder if you can actually fill it with AI. I wonder if there gets a point where it's like, actually, let's not do more marketing because it's already all being done.
00:08:41
Speaker
Well, two things. One is you always make more money from your existing clients than from getting new ones. That's just a business truism. So I think that in the marketing world, how do you squeeze more out of the relationship? There's a whole world there. I also think that if you think of jobs as an appendage of companies, that's why they exist. Companies exist to solve problems. Do problems go away? We just have a new set of them.
00:09:02
Speaker
I'm not as dour about it as most, but I do agree with Sam that what we're currently doing, it's time to start thinking about what you do daily if you're in the marketing space. I think the safest thing to do is to go all in on AI. Clearly, that's what we're here doing, talking about it.
00:09:19
Speaker
investigating it, pouring into it. We've talked about it on a previous podcast, and I think on the previous AI Live, and we'll talk about it again today. This needs to be the priority to learn and to master and get into it. I want to recall something you said, Dan, a couple of shows ago, a last show, I guess, a few weeks back. You mentioned there might be a room at the table of the C-suite for an executive chief AI officer.
00:09:40
Speaker
Oh yeah. I don't think that that's crazy. And I think that who becomes that would be the guy like you who's learned the thing and now knows the space. Like that's that evolution of what the inside corporate AI marketing people look like. That's not clear yet. And that's open wide open right now.
00:09:57
Speaker
Yeah, I mean, and there could be a chief AI person or like an AI director just within marketing, they're like the AI marketing director, just like there is like with paid media, like you'll have a director of paid media, like you'll have a director of AI or ops, it'll be maybe fall under the ops person, I don't know. But that's part of the like the new job creation are the people in charge of AI or the people who specialize in running all their AI bots to accomplish what was paid media.
00:10:22
Speaker
It's not really new job creation because you always had to have like an avatar understanding of who you're trying to sell to. The marketing person does that. It's just that they're going to be doing that now with an AI data oriented band. So it's a different way of doing the same job.
00:10:37
Speaker
So that was one of his, he's made multiple predictions. That's the first one we're covering here. The second prediction I thought was interesting. This, this gets me excited. Like the other one kind of scares me, but this one gets me excited in the future. There will be a one, a billion dollar one person business or businesses, because right now there's multi-million dollar one person businesses out there.
00:11:00
Speaker
They're all over the place. I think Card, that website creation tool, is one of those examples. He's probably doing over eight figures or over 10 million in revenue
Building a Personal Brand with AI
00:11:10
Speaker
for that single little simple website builder. And he might have a bookkeeper or something, but it's mainly just one guy. But there will be, because of the efficiencies of AI, it'll be possible to scale to a billion dollars in revenue. One, two people. I know you're familiar with Canva.
00:11:29
Speaker
If I'm not mistaken, it's a husband and wife team, and there's only a few employees. There might only be two employees, but they're at like $2 billion right now. Really? Yeah, they are. Canvas is huge. They can't be that small. They got to be bigger than that. I'm looking them up on LinkedIn right now. Well, in terms of the profitability per employees that I'm getting at here, it sounds weird. I'm sure it's high. When Altman talks about a billion dollar, one person, so one person builds a billion dollar business, it sounds crazy.
00:11:57
Speaker
You look like Justin Welsh, who's at $5 million a year right now in a few short years. You can scale now in a manner and reach clients in a way you couldn't before. AI is your workforce. So it makes sense if you just extrapolate it out.
00:12:14
Speaker
Yeah. Canva has 13,000 employees according to LinkedIn right now. Oh, so I'm mistaken. But the point is either way, there are definitely companies that are highly efficient that you're like, they're doing 500 mil with only 20 employees. Those exist. They're out there. I think we were a ways off from this. I think it will happen, but this won't be the first prediction. I see that coming in a few years' time. This one's going to be a ways off, but I still think it's possible. Yeah.
00:12:42
Speaker
I'm even looking at it now as a solopreneur. I could do so much because of AI, like I can all of a sudden repurpose content faster and just create more like people like what used to be what used to take Gary Vee, like a team of 30 people to do all the contents indication and repurposing that he was doing. Like literally one person would be able to do easily in a year from now, like Gary Vee level stuff. There's a year from now, a single person could do it.
00:13:08
Speaker
Years ago, he rolled this out. There was the Gary V search engine. It's still there. You can Google it. And you can look up any phrase or term and it'll find it wherever he posted it, whether it was written or video. And my point is, that's the whole concept of what would that team have been to research for clips for repurposing? That's more than just 30 people. That model of I can just institute a whole network that I didn't need all these people, that's where this is going for sure. So a billion dollars, I could see it.
00:13:38
Speaker
So the reason why I think this is important for marketers is one, if you're not building a personal brand right now on LinkedIn or something, it's getting easier never to do it. It's also noisier than ever, but at the same time, the tools for doing it are kind of easier so they kind of balance out. But because of the first prediction we just talked about, it's probably a good time to start investing in that. It's getting easier never to be like a little bit of everywhere all the time.
00:14:03
Speaker
Dan, share some tips here. As a guy who's done that and is a model for people who are maybe thinking about it, I'm in the marketing space. I know that this thing is changing. I'm not really sure. How would you recommend some people start to think about getting rolling and doing that?
00:14:15
Speaker
It's a good question. I've run into many people, even executives, they're like, I don't know what to say. Like, what would I possibly have to give? I just read everybody's stuff and it's good and I implement and it's cool. I'm like, people usually have way more to offer than they think, even if you're just starting out. But in case you feel like you have that inferiority complex, I usually just say start as a student. Like, find an objective that you want to go at and just
00:14:40
Speaker
document your journey there i mean gary v kind of talked about like the document your journey it's a lot easier when you set some kind of goal whether it's a really hard line in the sand like i'm gonna try to run i mean like. If you're in fitness space trying to run a first marathon or something but in the business space the marketing space hey i'm gonna try to learn more about abm.
00:15:00
Speaker
and I'm gonna build my first ABM and I'm gonna try to make the ultimate ABM campaign or I'm gonna try to do the cheapest ABM campaign. I'm gonna figure it out and I'm gonna interview my way. I'm gonna read all the books. I'm gonna document it on the way there. I'm gonna get in the conversations about account-based marketing.
00:15:14
Speaker
Like, is it possible to do awesome account-based marketing for a hundred dollars a month? Let's find out. That's the goal. Six months, six months from now, I'll give you the report. Here's first month of what I plan to do. I'm going to read this book and I'm going to try to do it under a hundred dollars a month. Cause that's all we have. You know, trying to go small or try to go big. Like what does big look like? I'm setting some kind of arbitrary goal and something you want to learn and grow in and then just documenting the journey. Easiest thing you could do. That's what I'm currently doing now with AI because nobody, I have a master at AI. I have a lot to learn.
00:15:44
Speaker
Um, and I'm documenting my, my way there because I know a lot about different parts of marketing, but not this one. No one really does yet. So the only path forward was a student, a student position. So take a student position, document your journey there. That's great advice. Uh, something I would share when, uh, when I was to come up to chain, when I was in sales, I would always try to share a tip a day. In my case, it was on Instagram live, but basically here's a 30 second rundown on what I see from the ABM side of things or how to build relationships with clients.
00:16:13
Speaker
just rip it, post it, you know, warts and all. And I think that that habit, that ended up going up for four years, by the way. I tried to challenge myself for five straight days and it's like Seth going into his writing his blog for 20 years now. But like when people start to get in the habit of it, they'll get there. And I think you've done a masterful job of not being embarrassed to go give it a try. A lot of people have to get over themselves to be able to put themselves out there.
00:16:38
Speaker
To me, that's part of the fun is learning and doing new things. Some people do have a hard time learning in public, I guess. Yeah. They don't encourage falling on your face.
AI Personalization and its Implications
00:16:50
Speaker
In the bigger businesses, especially at the C-suite level, they don't want to, for executive branding, if you run a company, they're very leery about looking foolish. But in a world that's changing this fast, I don't see any other way of doing it.
00:17:04
Speaker
It's way easier to take the humble route and just be like, Hey, I don't know everything. I mean, everybody already knows you don't know everything already. So it's kind of like everybody knows you're not perfect. Talk about it. It makes you way more relatable. It's just, it's, and it's easier. Don't, I don't know. That's, I get it though. Like when you have a lot of eyes on you and you're an executive, if you're at a bigger company, like people will look for the chink in the army or armor and take, take it.
00:17:30
Speaker
take it apart, right? Hence politics, right? That's why politics is hard to be in because people are just looking for faults. So I get it, but tip of day is definitely approachable and the easy way to go if not learning in public. One thing I want to just hammer before you leave that point, the future of business, $1 billion, $1 billion, is the personality really matters. Like you need to build, if you want to do a personal brand,
00:17:52
Speaker
You got to be personable. What kind of person are you? And I think that that's the part where people want to just be smart, but you also have to be you. And that's not as easy as it sounds. Is that a tie-in to the next one?
00:18:06
Speaker
Did you see the next one? The next one is Sam Altman's prediction, not a prediction. It's more of like this, less of a prediction and more of like, this is what's coming. Um, in a conversation he had with Bill Gates, they were talking about the future of GPT and chat GPT five and stuff. And he talked about the importance of future personalization because what they're finding at open AI is that everybody wants something different.
00:18:31
Speaker
out of AI, different styles, different assumptions, different data to draw from. So a big thing that's coming to AI is personalization. This is something that's going to be dramatically important for marketers because we all have different use cases for it. Even in our one use case of marketing, it's going to get stronger
00:18:50
Speaker
because we're going to have more specific marketing tools with AI, so that's going to happen. But even within our different industries and the different types of marketing we're doing, we're going to be able to customize and hone to be able to get more out of it.
Data Expectations and Analysis
00:19:03
Speaker
These are some of these things that are happening right now. It's why I'm so bullish on it. It's because, dang, even if it didn't change, it's still going to change the next 10 years. Because we still haven't even found all the places it can currently fit in and solve existing problems, but it's going to continue to get better from things like this.
00:19:20
Speaker
I have two thoughts on this. On the positive side, personalization in the old days, it was as extensive as using your name on the outreach email that was blasted to everybody, saying uniform email, hey, Dan. But on the downside of it, when you can go in and figure out, like I had posted on the New Jersey Devils back when, and you say, hey, go Devils in the closing of the email, great.
00:19:42
Speaker
but it can be abused as a cheese ball aspect. That's really the risk that companies that try to hyper personalize and don't do a great job of it. It's no different than in person. When you meet the meathead who's like, hey, it hits on the arm and you're like, all right, guys, relax. So I think that there's an aspect that companies need to be smart in how they do this. Personalization, definitely more effective. It's been proven. If you can reference someone's recent piece of content in the outreach, if you can,
00:20:08
Speaker
More than using their name if you can share insights about shared commonality in the sales days it was if you saw a picture of a high on the desk of them playing soccer with their kid you just talk about your kid in the soccer games next you know you guys have something common. That's gonna happen in the AI marketing world but it's gotta be managed the right way.
00:20:28
Speaker
You remember there was this company called Jawbone. They made speakers and then they got into the wearables market. I remember I had one. I was part of a test market where they wanted me to leave a review on Amazon. They gave me the product for free, whatever. And I got one. I remember using it. It was really cool as it was tracking your movement. I was tracking your sleep. I remember looking at the app and being like, oh, I can't wait to load this thing with data and get some personalized feedback. And it was kind of disappointing.
00:20:53
Speaker
It had lots of data, but the amount of feedback it could give was like, I'm so looking forward to the personalized data that I'm going to be able to get from AI. Not just for my life and for my sleeping, but for all the work that we're doing, all the marketing reports. How many conversations have we as marketers been in where we're just trying to look at the dashboard?
00:21:15
Speaker
What's going on? The dashboard is broken. We don't have the right data. Like the AI will be able to be personalized and actually make so much more sense of what's going on better than humans because it's consistently checking things so much more and faster. This is like the world that I know tech companies are currently working on that isn't here quite yet. But even the AI at the ground level is going to be able to better customize the experience for it. I'm here for it.
00:21:40
Speaker
So there's a really good point there. You talked a few weeks ago about customizing your GPTs so it writes like you do by feeding it your LinkedIn data. Something to that effect is this shines a spotlight on these companies, the B2B marketing level, where are they going to get that data from on their current client base? Remember, you've got to feed and train machinery to do this. So at scale and mass, your access to the data around your own client base becomes an asset that most companies don't have a strong handle on.
00:22:08
Speaker
you know, if you're, you get salesforce.com, but you're whatever CRM you're doing, you gotta be able to pull info out of that in an intelligent fashion, clean it and feed it. And this is a whole new headache. Yeah.
00:22:19
Speaker
Which if I'm a marketer trying to predict like what's going to be really important in the future. So like, what can I start doing now to be prepared? A year or two from now where future self is like, ah, good job past self. You made the right call. Cause this is actually, everybody else is catching up and we're ahead. I think thinking about what, like knowing where AI is at and will be in the future, how can you start collecting the right kind of data?
00:22:44
Speaker
So that two years from now, AI has way more to go off of and can make way better forecasts, way better predictions. Like what kind of things should we be thinking about now as marketers that we need to start collecting and architecting in a way that AI can make sense of it? Even think from a personal brand sense, like even me posting to LinkedIn a lot, while I have three years worth of posts and data to go off of now,
00:23:08
Speaker
that I can download from LinkedIn or I connect to something like Shield and it can give me like the actual view counts on all my posts. It'll be able to make correlations on it, but I have that data available. But what else is available to companies that we should be thinking about and architecting now? So here's a real handy tip and it's gonna apply to what you just said. In a meta sense, you wanna pull back the camera and take a look at why you, whomever you are, make the decisions you do in your daily work.
00:23:34
Speaker
Right. So in other words, you want to understand eventually you're going to need to build templates and blueprints of how you operate for the machine to do it. It's very similar to when you hire an employee or you have to figure out, you know, to tell them what to do.
00:23:46
Speaker
Or if you don't understand why you do it, and I know I teach sales training classes, and oftentimes, how do you broker a conversation with a customer? And you have to stop and think to yourself, okay, things like eye contact, body language, it doesn't always come to mind, but from a marketing perspective, how do you know what you should be posting about? What goes into that decision in your own head
00:24:08
Speaker
that you can then set that up as a template later on. So taking a look at what you do and why you do it, number one. Number two, what data do you actually use to do that? Once I decide, okay, I need to write a post, right now I'm working on something around sales and the automation of sales. What data do you then look at to make your decisions from marketing? And then finally, how effective was it? You have to self analyze and be like, okay, that campaign wasn't good, this one was, we already do that, but you do that for yourself now. Yeah.
00:24:38
Speaker
It's weird. I think, to me, it's really about the qualitative data more than anything. Where am I getting qualitative data and how am I analyzing it? I had a podcast episode where we talked about capturing qualitative survey data and how they're using AI now to actually write analysis on it and then do analysis on the analysis to speed up the process that it takes to get the insights.
Psychology and AI in Marketing Trends
00:25:04
Speaker
I think every marketer needs to be thinking about that. Where is your data currently going? A quantitative course, but then qualitative. But you could be building a library for it to track the trends over time. Did you give much thought to the qualitative data you were doing back in the old marketing days?
00:25:22
Speaker
Like it's not a natural thing for most marketers to look at themselves with a second pair of eyes and be like, okay, what are we looking at for data here that unless that's the project. I mean, I was, I felt like I was because my first real thing, the first, first time I was really doing marketing, I was running AdWords and running split tests campaigns. And so it was always data driven from the beginning. And I only got more creative and brandy and social media stuff later on.
00:25:47
Speaker
But I started off in the quant doing split testing. My ads campaigns with Perry Marshall was like my my go to guy and Flint McLaughlin on the like Mac Labs doing like these like statistically valid split test. So I knew which one was right and trying to track it all the way through. Like, yeah, but which ad and landing page combo made more sense down the line. You know, at the very beginning, I didn't have the data to track it through. But I was thinking like that. So you built a muscle doing all that.
00:26:17
Speaker
Which makes me think that maybe the folks in that corner of marketing have a leg up. I don't know. Nobody knows. But the point is, if you thought through the process in your own head, and probably when you're doing your A-B split test or whatever you were doing, you did the same thing every time to try to follow your own process. So you got the best data at the end. That's a way of thinking, let's call it, a methodology that marketers are going to have to adapt
00:26:44
Speaker
Yeah, in my opinion, every marketer needs to start with that, right? I think even Ogilvy said every marketer should start with performance marketing.
Apple and AI: Market Impacts
00:26:53
Speaker
Right. But how many brand guys are out there? I'm a graphic designer. Just winging it. And I know my color scheme.
00:26:59
Speaker
It's all about the story. You're like, yes, but do you know why it's all about the story? Can you measure it? Which gets at human psychology. That's another, that's another aspect. Like how well do you understand people? That's an interesting, that combination of quantum qual, I think becomes important.
00:27:16
Speaker
So you brought up some news just before this call about Apple being in talks with Google about integrating Google's AI into Apple. Yeah. Tell me about why that's catching your attention. So this is rumors right now, but there's a Bloomberg story came out recently, like I think it was yesterday that Apple and Google may be in talks to potentially bring Gemini onto the iPhone. And the reason I think that matters, and I mentioned to you briefly at the start,
00:27:43
Speaker
Respectfully speaking, Apple's been a trailing horse in the race with AI, right? Google and open AI, Microsoft to Google have been the, and then you've got in the third place there, Amazon with Claude and Tropic. Fine. But Apple's been nowhere to be seen. Now they have so much money, you can't take them lightly. But my opinion is, and I call them the Dr. Pepper of the Coca-Cola world.
00:28:05
Speaker
they have to pair up and partner to become either with amazon or someone else to become a relevant player and google has had a bad stumble with gemini they they need a way to reach a new user base if you will and apple could give them that and apple gets a horse in the race basically so this is all just rumor right now but i could you know it's been reported by bloomberg that they're in conversations i could totally see it
00:28:28
Speaker
I've been paying attention to the Apple stuff. The Bloomberg article you sent me was news to me with, I'm surprised. And I'm like, Apple and talks with Google? I'm like, they're not exactly on friendly terms sometimes. These big companies, they get on each other's nerves because there's so much overlap between these general products. I mean, they all have their silos, but there's overlap too.
00:28:46
Speaker
Philosophically though, Apple's a freedom speech kind of company and Google is a micromanagement, you know, Facebook, centralized authority thing. Right. So that's not a great bedfellows, but meanwhile, they both are trailing and Microsoft is about to run away with the race so that I could see this. Yeah. Yeah. I mean, Apple's typically the company that like was working on it actually the whole time and then like launches after everybody else has kind of like run through the mud and hit like the walls and
00:29:12
Speaker
They come out with the thing that makes it popular. I mean, like the vision pro thing. Like I just got off a phone call with my brother this morning and he, he took the phone call on FaceTime and he had the vision pro on his face and I was like, you just go skiing bro. I'm like, okay, tell me how was the experience? How was it? He's like, dude, I was just standing in the middle of Joshua tree.
00:29:32
Speaker
And I almost started crying because I looked and it felt like I was there it was so good when that even in the Dino dinosaur demo like we've all seen he's like dude when that butterfly flaps next to your hand You literally feel the wings flap. He's like it's the weirdest thing
00:29:49
Speaker
I'm like dang leave it to apple to really because i've i've tested like the meta quest and all that kind of stuff but I haven't tested apple's thing but i'm like leave it to apple to make it so good that people are like uh Because he told me he's like dude. I thought $3,500 this thing was stupid now i'm like
00:30:05
Speaker
I can see it now. I'm picturing a scene in The Matrix where Neo says, I thought it wasn't real and Morpheus is like, your mind makes it real. Your mind makes it real, dude. I know. That's the comment I made. I'm like, we are plugged into The Matrix, aren't we? It's a glitch. I remember a comment from Gary a couple of years back at his talk and he was like, if these things are finally working perfectly, I don't see why anyone would ever take them off.
00:30:28
Speaker
Yeah, that's the scary part, all kinds of implications there. But the reason why I bring it up is because Apple tends to wait and do things in private, in secret, and then they launch and it changes the game. And I don't know, people have been talking a lot about Apple over the last few months, talking about how they've actually made more AI acquisitions than Google or Microsoft.
00:30:48
Speaker
or any of the big companies over the last couple of years saying no, they're they're probably ahead or at least on par and they just haven't released their thing yet. And everyone's kind of expecting that at the next big developer conference, they might be launching something like this summer. I have a couple thoughts on this. This is kind of controversial. Number one, I didn't even know they had the name for the thing. Like have you ever heard of it? It's called Ajax, which is their competitor of Gemini or Claude. Like that a code language.
00:31:17
Speaker
That's what they're calling their LLM. This is Apple. It's so far secret, as you put it, that it's not ready for release yet. But more importantly, I want to just get past the tech and look at the companies. When you're in such a fast-changing space as AI, you need a visionary leader who knows where we're going. I'm not promoting him, but a guy like Musk, whether you agree or not, has his thoughts on where it should go.
00:31:41
Speaker
Apple doesn't have that. Cook is a great manager of an existing business line, but they're not the visionary Steve Jobs company that they were back when, which is why they just kept releasing new versions of the iPhone in different screen sizes. So when you're dealing in AI, you're going to be severely challenged if you don't have the visionary inside to just keep chasing, which is what they've been doing. So I feel like they're not the company for this because the space changes so fast that you don't want to shortchange Apple. They're great, but
00:32:09
Speaker
It's I don't know but look at look at watch. Did you know like apple watch sells more watches than any other watchmaker combined Like right now cool though. I could see apple air pods dominated, right? It's like those were a better mass trap for uh headphones And then vision we'll see where vision pro goes though. Early indicators seem like it's very much a gen one product But people's experiences of it tell say that there's going to be a gen two and a gen three and it's going to be way better Do you remember gen one ipad?
00:32:40
Speaker
And then Gen 2 came out was like way better, right? So I'm like, well, we'll see what Gen 2 is. I'm curious to see where Apple lands. The reason why I'm curious because what Apple does affects everything, right? Like as far as technology goes and when they can make something mainstream and make it easy, so easy for people that everybody's doing it now.
00:33:01
Speaker
It changes it for the pro because it's so mainstream that there's more money in the environment, more people know how to use the stuff, more people educated on new ways of doing things that it just, it opens up a whole different category in a market when Apple finally goes into it, which is why I think Apple and AI is so interesting right now.
00:33:21
Speaker
I think that you nailed it, that they come in and they codify it for the public usage after there's like, when the rough asphalt gets poured onto the pavement there and then the steam roller comes through and makes it smooth so people can drive on it, that's Apple. And so they're gonna take what existed out there, make a better version, make it, all this stuff that doesn't quite work right, they get it right. Cords that you can't actually kick out because they're magnetically attached, like that's silly stuff, but really usable stuff.
00:33:48
Speaker
I think that you're right apple matters, but they're just not going to be the innovator right and the the achilles hill they've had for a long time is siri so Like you got to know they've been thinking about siri for a long time Like and thinking about that.
Anticipating GPT-5 and AI Evolution
00:34:01
Speaker
They know it sucks like everybody knows siri's like last place even though it's a meeting now But when they bought out that when it was remember siri when it was just an app, it used to just be a separate company I remember trying and being like, huh, that'll be interesting someday
00:34:13
Speaker
Yeah. As soon as you come to meme at this point, they needed to do so. It's the ass jeeps of like, LMS. So imagine if Siri actually caught up to chat GPT and then got the Apple magic to it. And now you're having conversations with AI and it's actually like, it's more personable than chat GPT for and actually has conversation and goes like, huh, okay. Yeah. Let me think about that a little bit. You know, it's actually having like real human conversations.
00:34:42
Speaker
Yeah, that'll be weird. So there's like that's what Apple will launch. It'll launch the version of Siri that we all saw on sci-fi movies. Yeah, like Jarvis in Iron Man. It'll be like that fluid. I agree with you. How many iPhone users are there right now? It's it's got to be a billion, right? There's there's
00:35:02
Speaker
I'm Googling this right now. The point is like that's the access that Google suddenly has to people who are going to be, because you know how it goes. Once it's on your device, you get comfortable with it. You're cemented in. I think that this is a really interesting play for Google. I also think that we're overlooking the fact that Google really has an issue with this whole woke AI backlash. People won't use it if they think it's too woke. Now you make it easy, they don't care.
00:35:31
Speaker
Everyone knows that they're giving away their data when they surf the internet, but it's so easy. Who cares? Yeah. My point is the iPhone integration would be a huge thing for Google. And yes, it would definitely bring Siri out of the Stone Age and make it a competitive product. There's 1.46 billion active iPhone users. And there you go. I mean, that was like, no, it's not a billion. Oh, it's bigger than it's a lot of people that suddenly Google has permanently in their back pocket, literally.
00:35:59
Speaker
Yeah. Yeah. Well, craziness. Let's move on to chat GPT or GPT five. It's a big conversation has been ever since four came out. When is five going to come? Like as soon as four drops, I was like, the next question would be, but when is five going to come? Um, and people, some people thought it was going to launch like a week ago or two weeks ago or so thought it might be showing up in March because it kind of like it'd be the year long anniversary since four came out.
00:36:25
Speaker
hasn't come out yet, but everybody's talking about it. Um, and a lot of people have looked at what Sam Altman says, like patents, um, what other people within open API have said about it. And everybody it's on everybody's mind as far as what's going to come out, because right now chat GP or GPT four is the standard for all AI. And every once in a while you'll see like Claude putting up benchmark reports, like, oh, we outperform it, but it's like,
00:36:55
Speaker
Like slightly like GP, the four is still the standard. Congratulations. You slightly beat the standard, but it hasn't really taken the next step forward. So we've had this four as the standard for a year now and everybody's wondering when, when it'll come next. I think it matters in marketing because right now we really haven't even like figured out all the ways to take advantage of four. We're still, we're still in like the beginning stages of figuring out even what to do with four yet five is probably around the corner.
00:37:25
Speaker
and could be released anytime. So a couple of thoughts here. One, people's expectations are hilarious to me. This thing advanced so quickly from November of 22 till now it's astronomical and people are now like stomping their feet. Where's the next thing? So to your point, Dan, we haven't even scratched the surface of what's something like Sora combining that with GPT-4 turbo. You can do so much that we don't even know about yet. Forget about what's known.
00:37:53
Speaker
But also, it reminds me of the wireless internet providers. When we went from 4G networks to 5G networks, they just decided it's the fifth generation. This is 5G. There's no standard of what wireless should be or is because it was so new. And we're there now with AI. At what point does it go from four to five when they say? So then it becomes a marketing thing of, hey, we got the 5G1. We got the 5G1A.
00:38:21
Speaker
So my point is that this will morph into a marketing argument down the road of what's what, but the reality is who gets the tools down, who can build workflows, who can figure out how to use these things. That's how it's going to separate the winners from the losers in both companies and individuals.
00:38:40
Speaker
When, when I was in my early twenties, I think it was 20 and I was like, I was like one of those guys. It's like, I was like dying inside. Cause I wanted to get married really young, but I knew I wasn't ready to get married young. I wasn't ready to get married at 19. I wasn't worried, married to get ready to 20. I'm like, in my mind, I had it. I'm like at 22, 23. This is, this is.
00:38:58
Speaker
It needs to happen by 2324. I mean, it can only happen as fast as like that can happen. But I'm like, in the meantime, in the meantime, since even even if I was in a relationship and ready to get engaged, I personally am not ready. I'm not ready financially. I'm not ready emotionally, socially, like in all the ways. I'm not ready. So I took it upon myself to be ready in every possible way. I was like, OK, what does it look like to be ready?
00:39:24
Speaker
What is ready look like? What is what is a proper young man ready to be married look like? And I started just reverse engineering that and taking the time. I'm like, well, if I'm not ready yet, then let's start doing the things to get ready. Right. So that when when I do meet the right woman like this, I'll be ready and then we can move forward. Right. I think this that same mindset is now how I'm thinking about chat GPT five. I'm like, OK, it's not here. It's going to be here someday.
00:39:52
Speaker
But let's i'm gonna do everything I can To be ready for it when it does come because we know it's going to be better It's going to be more personalized like we talk about it's a big priority for open AI It's going to be and another thing they've talked about is it's going to be more rational right now. Sometimes it's irrational Yeah, you're like only ask me one question at a time and then it goes and asks you to you're like
00:40:14
Speaker
Did you forget the one question rule they're like, oh, yeah, you're right. And then it asks you two questions again, you know, it's just weird. Sometimes it has these little things in it. I love when I give you a choice of answers and you're like, what? Knowing that that's won't that that'll be fixed in the future. How can we start? What assumptions can we should we that's it's not an assumption of if it's going to be better, it will be better. It'll probably be within the next year, even if it's not till two years out.
00:40:41
Speaker
What can we start doing to learn and prepare and take, make the most out of four in this season that we're in so that when five comes where we're already there? Like we were already had processes in place. We just plug it in and now everything we were doing was better. So if the past is any indicative of a future here, any guide, when we went from three to three, five to four, there were things that it couldn't do previous and now it could, right? So the text to speech got better or the text of video.
00:41:08
Speaker
But then there were things that it just never could do that suddenly it could. And you wouldn't have known that if you didn't dabble in it. So when you were at GPT-3 trying to get it to do stuff it just can't do, but all of a sudden at Ford does, that type of person, it's what you're doing right now. That's what you need to be doing. You're like, well, okay, how can I
00:41:27
Speaker
bang on this keyboard a little bit with four turbo and see what it can't do. Because guess what? That's probably going to be solved. Not meaning that they're going to code it in programming. It will solve itself over time as it learns. So five is going to be markedly better. I don't know how. We won't be able to predict this. The one thing we know is to expect the unexpected. But the people who jump on it first, it's just like marketing where when funnels were first a thing or when the webinar became the way to reach people.
00:41:56
Speaker
Who did it here in my garage, right? Whoever did it first leverages the gets an advantage.
Mastering AI Tools and Technologies
00:42:03
Speaker
That's what's going to happen with this five when it gets here. But until then, all you can do is experiment.
00:42:09
Speaker
the first, that lesson that you learned there about being first. I think I, in companies, I would get mad if I wasn't the first, like if we adopted a new big piece of software in the marketing department or in the company, and I wasn't the first one in, I was so mad. I wanted to be the first one to learn it and do everything. And at some point, they're like, Dan, you're a director now. You don't need to be the first one learning and delegate that. I'm like, no.
00:42:34
Speaker
It's mine. Like, because I understood, like, if I'm the first one in making all the mistakes, I know everything about it. I can see I become the master commander of this thing because nobody else. Then what does somebody else do when they get stuck?
00:42:48
Speaker
Yeah, but so how many? This is a real question. What's the ratio? What would be the ratio of people that you worked with that would come to you and be like, Dan, I don't have any of that knowledge. What should I do? How should we be using this versus a guy like you? There were other guys, I'm sure, but not a lot who were like, I'm going to roll my sleeves up and just put my hands in the blood and guts here.
00:43:06
Speaker
Yeah, I don't know. I love going into the maze and hitting all the dead ends. I'm like, now I know where all the dead ends are. And somebody gives you a map of the maze and knows how to go through it. Great. You know how to get through the maze, but you don't know what's in there. Right. It's totally different. It's different when you like go into software that's like sophisticated, like HubSpot, you know, every nook and cranny, you know, all the legacy things that are still there, but you know, are still actually useful for some things. Like all the weird nooks and crannies of software. And it's going to be the same thing for AI. Like there's legacy parts of AI now.
00:43:36
Speaker
That if you're like right now i'm starting to get into the api and there's some legacy parts in there that i'd tinkered with before where it's like. I don't even know what they call it cuz i didn't use it enough but like you could give it a rating on like how strong like how concise or loose you wanted it to be that's becoming it like they're phasing that out now temperature right.
00:43:57
Speaker
Yeah. So there's all those kinds of things. But if you're in it actively using it and wrestling with it and getting answers and wrestling with other people on it, there's such a massive advantage in that. I want to put that in context for people to understand this because I think it's worth repeating this. You're right. People who have the skill sets from having done it are always going to be better at using the tool from those who don't. So if you're a copywriter and you're an expert copywriter, you're going to get better results out of this GPT thing than someone who's like, oh, I can replace my copywriter.
00:44:24
Speaker
And that's where the benefit comes from digging into it, finding out what it can't do, everything you just described. Most people don't want to do that. They just want the shortcut, get me the blueprint, you know, template that I can use. And that's, that's a weakness now, not when it's changing this fast.
00:44:40
Speaker
Everybody needs to take their expertise and see how AI can amplify it. Copywriters, designers, if you're running PPC, like I guess that's even like old to call it PPC now paid media, right? If you're running paid media, like how could you be using it to do everything that you do?
00:44:56
Speaker
Sure, it doesn't do it as well, but learning how it could and know it might be more in the future, like may help make helping you make decisions. And then you start to find out where it can augment some of your work, some better, some worse. Like you need to be experimenting with all of that so that you become the person that knows how to do it with AI and your expertise will be able to go farther faster because you already know the thing better than everybody else.
00:45:19
Speaker
Yeah, but most businesses at the executive levels anyway, I run it to are making the mistake of thinking that they, they have a Ferrari, but they don't know how to drive. Like it's, it matters. It doesn't matter the tool. If you don't know how to get the most out of it. Yeah. I've heard that scenario for like every major piece of software I've ever installed. And it's the same. We have a Ferrari in the garage and we don't know how to take it out. I've been like, well, give me the manual. Dan's putting on his gloves. Hold on a moment.
00:45:45
Speaker
Oh my beer. No, I think that the thing that people should be doing right now is just experimenting at night and you don't get paid for this. But if you want to have a career, you got to do that.
00:45:58
Speaker
So we've been talking a lot about all the things that are coming. Like we've talked about like 95% of marketers being replaced. Everybody needs to be learning. I want to finish up with what you, what you think is the path to mastering AI. We've talked about dabbling. We've talked about correlating your expertise into it. What do you think are some like really clear stepping stones for marketers to be going beyond logging in and using chat GPT a little bit. So my answer might surprise you, Dan.
00:46:26
Speaker
Number one, believe it or not, I think the sales discipline matters. I think that we're going to see it coming together of sales and marketing because profiling your customer, your client type, and then automating outreach, those functions are not going to be as separated as they used to be. I could be wrong, but I really feel like if you don't know your sales stuff, you should learn it. And if you're a salesperson, you better know marketing.
00:46:46
Speaker
Secondly, also non tech related networking. There's nowhere to go to learn from this. We talked about this previous. So chatting with people like you and I, or folks who that you know are dabbling like you are, that's where you're going to learn. There's no, you know, we share articles, Dan, you and I, and that's really helpful for me especially. But if you don't have a network of people that are kind of doing what you're doing, you're then you're just going to read about in the Wall Street Journal, you're a little late.
Synergy Between Sales and Marketing
00:47:12
Speaker
And then thirdly, is sharing your mistakes.
00:47:16
Speaker
You're master at this. I've dabbled in this, and here's what didn't work, and here's why. It's really educational for both you and other people, and it encourages community building. So those three aspects, I think if you really want to master AI, it's more than just knowing the tools. You can't keep up with all the tools, but all of us can if we share the knowledge, right? If I'm dabbling in the video side of it, you're dabbling in the copywriting side of it, and we compare notes, that's great.
00:47:42
Speaker
My point is networking, sharing mistakes, being able to just do more than, and of course experiment night. Obviously we should be doing that too. Dang, you just reminded me. I got some more failures to share too. In the AI world, I'm like, I'm thinking some failures right now. I need to get out there before they become too stale. I had it back and forth this morning that when you share your failures, it makes you relatable people. It's a, it's a community building tool. Yeah. Coming back to your sales thing though,
00:48:11
Speaker
There's a lot. There's books and books and libraries filled with like sales methodology books. What are some of the practicals you would give to a marketer that has never been in sales? Forget about all like the sales, you know, the challenger sale and all the ways of selling. It's not about that. It's the fact that your relationship building extends beyond just marketing. It's just relationship building. If you think about it as an overarching umbrella,
00:48:35
Speaker
And that's how I think of it. It doesn't matter if it's marketing where I'm outreaching to you called, or if I'm selling where we're having a, I'm pitching you a closing, you know, discovery call, whatever. If you think of it as relationship building and you're truly trying to build rapport, extend that relationship right straight through to past when you would normally contact them, there's no reason one person can't ride that all the way through now with these tools. And I think that that's their old role of the chief revenue officer.
00:49:02
Speaker
It's just going to be automated in terms of the execution, but the strategic overarching of building a relationship that you can close. I always say selling is helping, but so is marketing. Like proper marketing done right isn't pressuring them and pounding them. It's educating them and bringing them along the funnel, whatever you want to call it. I think that understanding the disciplines of both marketing and sales and how to extend it from one end to the other, because I really don't see them as different anymore. Marketing is the front end of selling.
00:49:34
Speaker
you know, that's really good. And I think that's well within a marketer's capability of just building relationships. Because you're right, it is, while there's more to sales, that's an ultimate skill set that you can build and it will make you a better marketer. But it also is the big, big piece that becomes part of sales. The first big thing that I was doing in podcast, because this was Sweetfish's big, big thing was what James called content based networking.
00:50:01
Speaker
or building relationships by having people onto your podcasts. Sometimes influencers, sometimes potential partners, sometimes prospects. I still have shows where I do this for some of my clients where we find prospects and we build a relationship with them. Not so we can pitch them, but just so we can even say, hey, how's it going? What are you into? What are you thinking about as far as your topic of expertise goes? And relationship building is the main component of it.
00:50:31
Speaker
more than anything, because they might not even buy from you now. They might buy from you two companies from where they're at now. You're right. And that's the part that most of B2B doesn't like, but it's the reality. I'll give you a three word sales lesson if every market is the easiest thing in the world. Tell me more.
00:50:47
Speaker
That's it. When you get going and you tell someone, you know, you're building relationship with them through marketing. Now you're actually speaking with them. That might be DM and might be through the machinery. That's fine. But when they say something, you just tell me more, tell me more about you. Childlike curiosity is how Hormozhi puts it. You want to explore with them and let them guide it. Because the thing about selling, there's no persuasion anymore, not in a world of digital connection. There's only, they feel understood enough and feel like they understand your solution that they want to move forward.
00:51:15
Speaker
And when you hit that phase, you don't have to say anything. Tell me more, tell me more. They'll tell you everything eventually like this, what we do. And they'll be like, okay, well the next step clearly becomes evident. It's not, there's no more selling the way we used to think of it. And if you're listening to this or watching this,
00:51:31
Speaker
Chances are you're based on the amount of people I see view posts and videos and who comment and it's always the same people who comment, right? So what they call the 99 the 99 one rule, you know, 90% are just lurkers 9% are engagers and 1% of the creators and
00:51:52
Speaker
get out of the 90% and join at least the 9%. This is where relationship building starts to happen. You gotta start, it's the safest place, even if you're the most timid introvert, just start engaging people in the comments, especially on LinkedIn. LinkedIn is so nice. People are not out to get you, people are generally wanna be as helpful as possible. They're incentivized to be because most of the people in the comments are the people selling B2B. Most of the people in there are people that are trying to, that have an incentive to be engaged in those relationships.
00:52:20
Speaker
And they know that being helpful is the game. And honestly, I love that. I love that about LinkedIn. People call it fake. I'm like, or it's just
00:52:29
Speaker
the right incentives and making people kind and helpful. I'm like, it's great. So start on LinkedIn with commenting and having conversations with people asking questions like, oh, tell me more about that. Can you give me an example of that? When did that work out for you? How would you approach it in this situation that I'm in? Gosh, people love answering that. And then you can follow up with the DM and tell them that you did it. Oh, man, this is where relationships start to get billed because there's nothing better than going to someone telling you implemented what they suggested and then
00:52:57
Speaker
what you did and then have a follow-up question, man, you'll start to build relationships real fast just by taking people's advice, telling them what you did, and then asking them more questions about it.
Effective AI Engagement Techniques
00:53:06
Speaker
I'll give you another sales tip here. The one topic, no matter who they are, that people love to talk about, one topic, no matter who it is, in any scenario, business or otherwise, is themselves. If you get them talking about themselves and specifically their mistakes, if you had advice to give, what would be the one thing you would tell me to do differently because I'm trying to do what you did?
00:53:25
Speaker
People love sharing that stuff and it's not cheesy. You can benefit from it and they have lived the hard knocks life. They want to not have wasted it.
00:53:35
Speaker
And people are interesting. They have interesting things to say. You never know where good stories are gonna come from. So that's fantastic. And when it comes to mastering AI, the one thing I come back to just tactically over and over again, I've started to, I need to make it like a mini course on this because I've had enough friends ask me now like, hey, this is where I'm at. How do I get to where you're at? And I'm like, I'm not even sure where I'm at. I'm still trying to figure out where I'm at in the map here.
00:54:00
Speaker
Um, but one thing or two, uh, three, three steps that I find that anybody can take to learn more about AI is one first step. Assuming you've been playing around a chat GPT and you've been in there and you've prompted it and you've gotten some stuff out of it. Google to turn super prompt.
00:54:18
Speaker
It's a massive step forward. Just Google super prompt, watch a few YouTube videos, different people stack super prompts in different ways. It doesn't matter. Learn what they are. Start using them. Once you've used super prompts and just again, to give you an idea is essentially it's a longer, more specific prompt. Every time you prompt AI, you're essentially delegating something to it. The more specific you can be.
00:54:41
Speaker
the better the answer back. And there's also some weird things about AI. It's kind of like, hey, if I tell it to be an expert lawyer, and I ask it for advice on law, it's going to give you better advice back for some reason, it takes on that persona, and all of a sudden, it does better. There's a bunch of little oddities like that, you just kind of have to get used to with AI. But it's great, like how to get more out of it. We've all figured this out now. So do the super prompt that people have, that will level you up from your normal prompts now, super prompts. From there,
00:55:11
Speaker
Um, what do they call this? Um, it's, uh, I'm blanking on it. It's like a step by step prompt or a chain prompt. That's what they call it, which is really like a step by step super prompt. It's almost always has a super prompt component to it, but it has a, Hey, load of massive super prompt. And I don't talk about paragraphs as super prompt can be as long as a one long sentence, maybe, maybe two or three sentences as a super prompt.
00:55:37
Speaker
And then it gives you an answer, but then you are specifically ready with another prompt based on what it gave you. So it's like you're almost helping it think through a multi-step thing. Learning how to do chain prompts is learning how to get more out of AI. It's learning how to draw it out rather than try to get it all out in one chunk. How to help AI take baby steps in getting to a master plan.
00:56:00
Speaker
You can't just ask it for a marketing plan. You can, but it'll give you a crap marketing plan. But if you prompt it correctly, you actually can pull out quite a pretty good strategic marketing plan. If you give it the right data and have it go through the right steps in the right order, just like a human would have to do, all of a sudden the amount of work you can get it done,
00:56:22
Speaker
can get done with the AI is way better. So prompting, super prompts, chain prompts. From there, you start automating it with custom GPTs. And the custom GPTs are literally just getting more out of your super and chain prompts. And that's it. Those are like the basic buildings, major steps, but steps you can take the mastering AI.
00:56:43
Speaker
Dan, I'd love to share like a six step prompting formula if that's okay. I feel like this is helpful. I had something I use and in the beginning I thought people would put my benefit from this. So there's an acronym called BRITE, B-R-I-G-H-T. And this is how the six steps in prompting that I feel is for a beginner, this is the way to start. Number one is the brand. What is your brand, your company? What do you do? Just tell the thing, hey, I am a content marketer in the fintech space and I whatever. R is the role.
00:57:11
Speaker
You act as a, right? You're an expert in copywriting, you're an expert videographer, you're an expert in whatever, you know, be Dan Sanchez, you give it its role. I as the instructions, I want you to tell me exactly how to construct this outreach letter. I want you to come up with a script for YouTube. I want you to, whatever the thing is, these instructions. The goal is the G. The goal of this exercise is I want to be able to attract viewers to my YouTube channel. I want to be able to land customer outreach, whatever. The H is how to do it.
00:57:38
Speaker
I would like them to do this, or I would like to be able to get them on a phone call. I would like to be able to have them sign up my landing page, the how. And the T is the target. Who are the actual people we're trying to reach? These will be millennials in the marketing space. These will be middle aged boomers, whatever it is. Describe in bright BRIGHT, the brand role instructions, goal, how, and target.
00:58:03
Speaker
By doing that, no matter what, you'll get a better output than you would have otherwise just by saying, write me a letter that reaches these customers. Yeah. And man, that's so good. It has a lot of overlap, but I think this is the best one that I've seen so far. I've even taken other people's and tried to make acronyms with it to some degree. I'm like, well, maybe not an acronym, maybe it's alliteration. I'm like, so this one's already built. I haven't even come across this one yet, but I think I'm just going to start easing. We only deliver the best here at AI in the sky.
00:58:32
Speaker
The AI Q&A makes sure. The grand role, instructions, goal, how to do it, target. Now the one, as you read through them, the two that overlap the most is instructions and how to do it. What's the difference between those two? So the instructions are, here's what I want you to do. I want you to write me an article about AI. It's just generally, this is what the thing needs to do. The how to do it is what you want the people to do in response. So I would like, the goal of this is that we lend customers
00:59:03
Speaker
how they call me, they contact me, they follow, they want to go attend the webinar, the how will I engage with the prospects? And then who are the prospects? So it's almost like the how is more the context of where, how the instructions fit into the overall thing. How is more what should happen next if this thing is successful?
00:59:23
Speaker
Yeah, so in a lot of these super prompts is usually a place for context that i've seen so that's really it's been good way to put it it's been kind of fudged in there with how but still Giving context like oftentimes in when i'm building these ai custom gpts i'm often giving it a Template to go off of if it's crafting the email I have a template of what a good email looks like and then I have an example of what it properly executed looks like I give it both
00:59:52
Speaker
Sometimes with details in it to like almost prompts within the template to keep it going if I need it to be more specific but The context matters so much if you can give it almost like we've said before it's like a genius intern If you can just make that super tiny baby steps, it's so good at executing it If you just get are clear about what you want
01:00:10
Speaker
So this is the type of stuff where you can put this into a prompt template and pump this bright or whatever you want to use into your own GPT and just be, and these are the types of things that people
Conclusion and Listener Engagement
01:00:20
Speaker
need to learn. Like you, if you're putting together a course stuff like this, most marketers don't get there because they don't have the time. They're busy. So it's helpful. Yep. Someone, I'm sure somebody's put together a course on it, but usually the courses I see are like, here's the a hundred prompts you need. I'm like, dude, don't, I don't want a hundred prompts. Tell me how to prompt.
01:00:40
Speaker
You know what else I think is the missing element? Here's the sales piece again. Information is free. In the Google AI world, info doesn't matter. I can get everything I need from chat GPT. Stories matter. When Dan Sanchez tells me, here's the acronym to help you prompt better, and then tells me a story of the actual prop he wrote for situation, it sticks. So that's the piece where all these courses are lacking. They're just information.
01:01:06
Speaker
That's good. Now we're going to follow up with that. I'm going to launch my course. I'm going to put some stories in it. Put it out there for free, of course. But let's wrap this up. Thanks for joining me or joining us so much. Wow, I'm really fumbling it at the end. Yay, live.
01:01:20
Speaker
Live is great. This is what people love, though. It's all right. And usually, I'm so used to recording it and cutting out these parts, but I'm like, ah, fun to do it live. Here we go. Thank you so much for joining us for AI in the Sky, where, again, we're covering these AI from a 10,000-foot view, bringing it down to the ground to bring some context for marketers. Hopefully you found this helpful. Give us some feedback. Find us on LinkedIn. It's where we spend most of our time. And let us know what you thought. Thanks for listening, everybody.