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The Top AI Tool Marketers Rarely Use (That I Use Weekly)
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In this AI marketing podcast episode, Dan Sanchez breaks down why Deep Research is one of the most underused AI capabilities available to marketers today. He walks through how he uses it inside ChatGPT and Gemini, explains the difference between simple web search and true research workflows, and shows how detailed prompts can uncover sharper audience insights. He also shares how he turns Deep Research outputs into reusable marketing assets by storing reports in Google Drive and using them to improve copy, messaging, and strategic decisions.
My Favorite AI Tools
- Tella - https://danchez.com/tella
- High Level - https://danchez.com/highlevel
- Zencastr - https://danchez.com/podtools
- n8n - https://danchez.com/n8n
Resources Mentioned
- Dan’s audience deep research guide - https://danchez.com/audience
Timestamps
- 00:00 - Why Deep Research is still one of the most underused AI tools for marketers
- 01:20 - Where to find Deep Research inside ChatGPT, projects, and Gemini
- 02:25 - The difference between quick web search and true deep research workflows
- 04:14 - The first move Dan makes with a new company: audience and brand research reports
- 05:40 - Why better Deep Research starts with clearer, more de
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Transcript
Intro
00:00:04
Speaker
deep
Introduction to Underutilized AI Tools
00:00:05
Speaker
research. It's one of the best tools when it comes to AI, yet it's so underutilized. I hardly hear anybody talk about it. All the pros use it all the time, and it's one of the best things in AI that's been out for over a year, and it just doesn't get enough use from most marketers out in the industry. Today, I'm going to walk you through step-by-step, opening up my own ChatGPT application to show you how I'm using it, how I've been using it recently, and some of my favorite use cases for it. that I just think all marketers need to use. It just needs to become standard practice. It is so freaking good. And I use it all the time. So today going to walk you through this tool because I i just think it's something everybody
Understanding ChatGPT in Marketing Context
00:00:44
Speaker
needs to use. Even if you're I'm sending this to you and you got a link from me, It's because I think it's useful for you in your area as well, even if it's outside of marketing. This is, again, one of the best, most generic AI tools out there, and it just, people don't understand it, so they don't use it, and today I'm going to clear that up. I'm going to show you how i'm using it for marketing, and hopefully it unlocks some insights into how you can use it for your specific role. So without further ado, if you're listening along, I am going to be showing my screen a lot, but you'll be able to catch The general idea, if you're listening while you're working out or driving. So if you want if if you listen to it, you'll get the main idea. If you want to come back and watch sometime later, this will be on video on my
Exploring Deep Research Feature
00:01:22
Speaker
YouTube channel. So watch it there.
00:01:25
Speaker
All right. Now, I have my ChatGPT account open, and it's... important to know that you can actually access deep research across a number of different places. it's actually a va widely available across ChatGPT. It's also available via Gemini, but I'm going to be spending most of my time in ChatGPT because it's still my daily driver, despite what a lot of people say about it. It's still one of the most robust AI tools out there. So, Deep Research can be found over in the left sidebar of ChatGPT under the tab called Deep Research. You can see have accessed it here. But even if you're in the plain vanilla ChatGPT dialog box here, if you hit the little plus bar to unlock all your tools, you can see it's over here in just as a tool called Deep Research. And I've activated it here. And bonus, it's also available in the different projects. So if you're in a project, in that same plus button, Deep Research is still there and that's helpful because it can Deep Research can now have access to your your project files and your project instructions if you need more context to use this Deep Research. This is how I often use it. I'm usually using Deep Research within a a folder. So Dan, what does it do? What is it exactly? Now that I've shown you what it is, I need to actually talk about what it does. Deep research is when you want to search the web and go a lot deeper than your typical chat GPT web search, right? You can even access web search as a tool, though I hardly ever do. You can actually go here and select, oh, search the web chat GPT. Generally, chat GPT is now smart enough to go and search the web its freaking self when it doesn't, when it knows it needs to. It's really nice. You can be like, ChatGPT, what's the weather like in Alabama? And it'll be like, huh, well, I'll probably have to go search the web because I don't know the answer. Let's go find out from the web what the weather is like in Alabama, right? And it can go find out.
00:03:10
Speaker
ChatGPT does this all the time. But sometimes you need to give you go beyond the basics because when it goes and searches the web, it only looks for, you know, like the first, think of like if you did a quick web search and checked like three, four articles and then kind of summarize the results that you got. That's what ChatGPT is doing when it's going and doing a web search for you. And it might make multiple searches, but generally it's just going to do a search or two and just kind of bring back the information. It goes, it finds, it brings it back. But sometimes you know you need more. Sometimes some searches, it just, you're not going to get it done in one search.
00:03:42
Speaker
It's kind of like a half day project. You're going need to do some audience research. You're going to need to dig through multiple searches. forums, multiple websites. It's a research project. It's not just a search project. It is now a full-on research project. And that's what deep research
Using Deep Research for Brand Understanding
00:03:58
Speaker
is for. When you need to go deep and dig lots of results and then synthesize those results and then go back and search some more and then think about it some more and then go back and search some more and probably do that four or five to a dozen times,
00:04:09
Speaker
that's deep research. And that's what ChatGPT can do for you if you learn to leverage it correctly. So I'm going to go ahead and I want to show you how I've been doing it. My favorite thing to do when I'm working with any new company, including the one I just started with, right? Well, one I have in front of me right here is Trim Healthy Mama, my current employer. One of the first things I did was I did a bunch of deep research reports for Trim Healthy Mama to better understand the brand, to better understand the audience. I actually developed a whole library of specific deep research prompts just on understanding the audience. And I use them all the time. In fact, one of the things I did when I first got hired here is I ran them all.
00:04:48
Speaker
I did a deep research report on all of these things. Let me read off a few to you for those of you listening. I have customer pain point analysis, competitor weakness, deep dive, product innovation opportunities, industry trends and predictions, content gaps and needs analysis, objection handling and sales marketing, audience lingo and communication patterns, decision making criteria. And there's more, but I'm just going to stop there because it's just so many of them. And I'm going to break down one of them in detail. And this is a whole research. I will tell you, if you stay tuned to the end, I will drop a link to this resource in the show description at the end of this podcast. But I promise this is one of the best resources I've ever put together. And I haven't seen anybody else like go deep into this. It's kind of strange. Everyone's talking about the latest and greatest, but man, some of the things that came out last year are still freaking hitting hard, and this is one of them. So deep research. When you activate deep research on ChatGPT, just know that you need to be particular about your prompt here. This is my first tip for deep research. You need to give a fairly thorough prompt.
00:05:53
Speaker
Because think about it, if you were to give an employee a prompt to go and do a full-on research project, you'd probably want to communicate, kind of give them more details rather than, hey, can you go do some research on this one thing? and just don't give it You wouldn't give an employee one sentence for a week's worth of deep research, right? It's like, hey, I want you to go and spend 30 hours on this report and then only give them a one sentence of clarity, right? You probably would give them about a half page. Like, hey...
00:06:20
Speaker
I need you to go do some research on what questions our customers are asking out there. I want you to go not to the questions the bloggers are asking, but the questions our independent audience is asking. I need you to go search through Reddit. I need you to go search through Quora, forums that they're in, social sites. But I want you to validate that they're actually our audience, and these are questions they're asking regularly. And then I want you to rank stack them and see what the most frequently asked questions are. And then give me some examples of what those questions are in the report with a link so I could go check the context of it and myself. So when I when I get back, I can see them myself.
00:06:57
Speaker
I want it to be formatted this way. See see about all that context I just gave? Like you would generally want to communicate what the end goal looks like, what what an example looks like even. For those who are used to delegating to like AAs overseas, you right if you hired an administrative assistant that's over in the Philippines, right then you got you're probably pretty good at this kind of level of delegation because clarity, i yeah I've heard it said that clarity is kindness.
00:07:26
Speaker
Clarity is kindness. We want to be clear in our communication. That and certainly is true when it comes to being clear with ChatGPT. And it matters a lot more for deep research because it's about to go and do what would normally take 20, 30 hours of an employee to go do. It's going to do 20 to 40 minutes. right So while it's going really fast, you want to be really clear on what you're doing so that it can do a good job for you. That's why these templates are so important that I made for audience deep research because I've perfected all of these. I've spent time massaging them and improving them and running them over and over again until the clarity was just locked in. And then I could just run them reliably now.
00:08:03
Speaker
So let's talk about what it actually looks like when you go and do one of these things. I'm going to run an example that I already ran here. And I said... I said, conduct a deep analysis of online conversations to identify specific pain points of mothers. Think conservative Christian middle America with three plus kids multiple or multiple kids in is the main emphasis, though. that frequently discuss regarding health and nutrition. I know it's loaded sentence. Source information from forums, social media, Reddit, Quora, and customer review sites. Provide a written summary of your findings, followed by a clear table summarizing the categories and their frequency. For each category identified, include a clearly titled section containing an analysis of findings and a bulleted list of 12 bullet points that contain direct quotes each accompanied by its source.
Extracting Marketing Insights from Deep Research
00:08:55
Speaker
That's the full prompt. I know it's loaded and it's kind of like, wait, what did he just say? I essentially wanted to go find all the pain points that conservative Christian mothers are complaining about across the U.S., right? And I had it organized in a very specific way. And I can tell you, this is it's funny because this is actually a deep research report that I had done for for this company like a year and a half ago, but I did it manually the first time. This before deep research was available. I ran and did this whole report manually before.
00:09:27
Speaker
And I can tell you that what it gave back was even better than what I had already done manually going and doing the research by hand and then putting a together report for this very company a year and a half earlier that now I work full time for. I ran the deep research report for and got a report back that was stronger than my original report, even though a lot of the stuff hasn't changed.
00:09:49
Speaker
And these are the pain points. It gave me kind of like an executive summary of the pain points. But even more important, I really like this little table it gives me where it gives me like the pain point category, the description and the frequency and platforms that they're bringing it up on. So like pain points of mothers, like they're exhausted and have no time for themselves. They have postpartum weight and body and image problems. They have prop issues with feeding their family on a budget and then planning around that. They also have to deal with their mothers. Like they deal with picking eaters and mealtime struggles. There's all kinds of things related to that. So those are the four main issues that mothers deal with when it comes to nutrition for themselves. Like they're trying to balance all these things. So why is this so important for marketing? If you're good marketer, you already understand. Like understanding the pain of the customer is half the battle because once we can lock in on the pain, we can more so we can speak and sell more effectively to that pain. And we know that part of the problem with marketing is not just solution awareness, right? Being able to provide solutions for those pains, but also problem awareness.
00:10:53
Speaker
Like how well do mothers actually know why they're struggling to hit their weight goals or why they feel sick all the time? I bet many don't even know <unk> why they have an issue with these things. So it's up to me as a marketer to help them understand, hey, the reason why this area of your life might be a struggle is because you have a combo of these four things affecting you, right? Have you ever had problems with this and with this and with this? And I can actually come back and pull from this very report, but this report actually gets better.
00:11:23
Speaker
Because it goes and summarizes it, right? And that's just what I asked for. I got back what I asked for. It actually went and broke down each one. Exhaustion and no time for self-care. And then it gave me a bulleted list of what mothers are actually saying. Look, here's some of the examples.
00:11:39
Speaker
And this one's from Reddit. I'm just exhausted met mentally, physically. I barely have time for myself. I'm only 32, but I feel like I age 10 plus years due to stress.
00:11:50
Speaker
Woo, right? That's some strong verbiage there. Another one says, winter sucks. Being cooped up, doing the same thing day in and day out, it's mentally exhausting. And most days, I just count down the minutes until bedtime.
00:12:03
Speaker
So of course, nutrition is really hard. They're exhausted and barely have enough time to even think about anything. So they just look forward to bed. Looking after three little humans every day is very, I think, is very hard. I think you are very tired and super exhausted. Just need to have some rest, time for yourself, and it's not an option right now, right? When speaking about nutrition, these all link back to the original post, and I often go and spot check them to make sure that it's accurate, and they're fairlyly not they're rarely they're rarely not accurate. They're mostly accurate.
00:12:34
Speaker
And I find these to be very helpful just to help me as a marketer. All marketers know that they need to do proper audience research and go and talk to customers, but they rarely do. You rarely have the time yourself as a marketer to go and do this level of deep research. Let AI do it for you. Run this specific prompt for your own audience and get to know them better than you ever have before. I used to make fun of marketers because they would never take the time to go and talk to customers. And I still think that's really important to go and talk to customers about these things. But this is like, if you're, if you don't have time to talk to customers, at least do this because it's pulling from their actual posts across the forums where they're talking about their problems.
00:13:15
Speaker
The problem is it's hard to go and find them all, but AI can. In just 30 to 40 minutes, it can go and find this. But of course, deep research is more than just audience research. You could do so much more with to talk about a few of those in a minute. But first, I want to show you like, okay, Dan, we have the whole deep research report. I've informed myself and now more aware of what the pain points are. And maybe you ran another one of these. Maybe you you went and got the guide and you ran like the brand perception benchmark so you can have a real taste of like what audience actually feels about your brand right now. Right. So that's that's a good research report. But what do you do with these research reports?
00:13:52
Speaker
Let me show you. This is where it really becomes powerful because it's good just reading it in itself and informing your gut so that you can make better decisions. But it's also really helpful because you can take all these research reports, load them into a Google Drive like I did for Trim Healthy Mama, and then I go and pull on these all the time in chat GPT. Shoot, I pull them from Claude and I pull them from Gemini. I put them in Google Drive and it's easy to pull documents from Google Drive into any of the three major AI tools. So you can come over here to Gemini and be like, maybe I pull this report that I did on audience lingo and patterns. And so when I'm writing maybe some copy for a page and I already have it written, I could paste it in here and be like, hey, Gemini, how can i improve the this social post based on the actual speaking patterns and lingo that my audience actually use? Use this deep research i pulled report I pulled with examples to inform your recommendations. Okay.
00:14:47
Speaker
now it has all the context it needs in order to actually make it sound like your customers are writing it themselves. Right. And that's where these things become really, really powerful because it's giving you all the right context, not just a ton of random context, but the right context for the right prompt. So my prompts are freaking supercharged because I'm often attaching it to deep research reports like this when I'm writing landing pages, when I'm writing copy for social posts, when I'm creating new content, when I'm writing PR, when I'm writing announcements, when I'm doing all kinds of written content, it's always informed by different research. And I have a whole library in my Google Drive of all the different research reports online. I've pulled when I'm making stretch strategic decisions that I'm using AI as a co-pilot and I'm thinking through different things and how it might impact the audience and what the audience perception might be. I get to now pull these audience research reports. I ran them all once and now I'm using over
Targeted Deep Research Strategies
00:15:42
Speaker
and over again. And over time, I'll update them as new as some time has passed and things have changed. I want to run some of these research reports and refresh them again or compare and contrast them.
00:15:53
Speaker
But of course, deep research is more powerful than just audience research. You could do a lot more. In fact, they made a big update to it that allows it to even do better research on just your own stuff because it's helpful to go and just search the whole web and you can specify what parts of the web you want it to research. But now you can lock it in on specific sites.
00:16:15
Speaker
And what I really love this for is that you can lock it in on your own URLs. For a company like, like's say, even my own podcast, I have like over 180 podcasts now or something like that. I've lost count of how many podcasts there are now. But I can go and have it search like, hey, ChatGPT, what have I talked about regarding X? Like, I know I've talked about this before, but I forgot. I could come and actually pull my website, the AI-driven marketer, and say, hey, only focus on these sites.
00:16:43
Speaker
And I can also say like, hey, focus on this site, but actually allow for a full web search too. So it prioritizes websites, but allows searching from other places. But you could just lock it in to the one thing too, and only say, do it with AI Driven Marketer.
00:16:57
Speaker
You can see I already have danchez.com and AI Driven Marketer selected here. I could take these off and then put other sites on here if I wanted to go back and research other things I had posted across these two websites. This becomes really powerful. Imagine you want to go do a deep research on just your competitors. So you put in a few of their sites and be like, what has competitors said about, and then you have it just go and search the full f freaking index of that site. Ooh, that's good. Shoot. I could do this as is trim healthy mamas in e-commerce. I can go and comparing to trash, maybe like five different competitors, put all their sites. He'd be like, Hey, give me a pricing analysis across our product catalog and their product catalog and to show where we're weak or we're underpriced or maybe overpriced on some of our product lineup. Ooh, that's going to be good. To do that in chat would have taken so many different prompts and would have taken a long time to go and do it all. With something like deep research, you can just set it, prompt it well, give it all the context of what you're hoping it's going to accomplish and compare and contrast. Shoot, you could just push the little dictate button and let it actually take your voice down to do it so that it goes faster. But give it all the different parameters of what you want to search. Let it go for 40 minutes while you sip your coffee or check your email and then bam, you're going to have a full analysis. Shoot, the analysis might be so long that you want ChatGPT to do a little TLDR on it, right? And give me a summary of this analysis. I've done it. Or continue the conversation, do more work with it. Or throw it in Google Drive so you can access it later.
Leveraging Audience Research
00:18:23
Speaker
Deep research is so useful for a number of different initiatives. But if you're gonna start with one, I promise the audience research prompts that I created will not let you down. They're the most powerful ways to start. And once you start using it for audience research, I think you'll start to find it useful across a number of different initiatives you're currently working on. step like step aside and think about what you're currently working on and where this might be able to fit in to help you do better and go faster with AI. Again, if you want access to my audience deep research reports, just after simple. Let me give you a simpler URL because this one's a little long. It's danchez.com slash audience and it will take you right to the right URL danchez.com slash audience and you can opt into getting this guide. You will also get on my newsletter, which you know, you can unsubscribe anytime if you really hate my newsletter. But go to danchez.com slash audience and I will give you the 12 prompts to decode exactly what your audience thinks.