Make Marketing Suck Less

Dr. Michelle Mazur (00:00): Are the robots coming to replace you? Unless you've been living under a rock, you now know all about ChatGPT. And I know there's lots of worries about it, whether it's a worry about it replacing you and your business or that ChatGPT is just going to create a lot more noise in the marketing place and a lot more boring content that marketers are just going to copy and paste in order to save time. So I wanted to take a slightly different tact in this episode and talk about how you can use ChatGPT to stand out and get noticed. How can you actually use this tool to enhance what you're doing so more people are interested, curious, and engaged, and want to know more about your business? So today we're going to talk about three strategies to use AI to stand the heck out in a crowded sea of robots. So let's do this.

(01:25): Get ready for the Rebel Uprising podcast, the only podcast dedicated to business owners who feel overlooked for their expertise, skills and experience. Let's claim your expertise and turn your complex ideas into unmistakable messaging that grows your business. I am your host, Dr. Michelle Mazur, the author of The 3-Word Rebellion and Your Rebel Truth Telling Guide to building a business that gets noticed. The other day I was on LinkedIn and I saw a post about how to create 500 blog posts, all search engine optimized in under one hour with ChatGPT. And by the way, LinkedIn is my new main social media squeeze. So if you want to connect with me, then please go over to LinkedIn, pop Dr. Michelle Mazur into the search box and send me a message. I'd love to connect with you over there.

(02:26): Now, back to the 500 blog posts in less than an hour. My first thought was like, oh my, why the hell would you want to do that? It makes no sense ever because if you've even used ChatGPT a little bit, you probably know that the content it writes for people sounds like an 11th grade English essay. There's a nice introduction and your three main points, and then in conclusion, it's all so formal. It's really not useful for digital marketing, but in my head, all I am seeing are people creating tons of boring ass content that doesn't stand out, that sounds all the same, that no one wants to read. And that, my friend, is a huge opportunity for you because you are an expert with a point of view. So if everybody tries to be more efficient with their marketing using ChatGPT and wants it to write for them or create for them, this is your opportunity to stand out and you can also use ChatGPT to do that.

(03:54): So I'm going to discuss three tips to use ChatGPT to get your content noticed. And I am going to share, at the end, my all-time favorite tip I have been using this in my business to punch up my own copy and it has been so helpful and it's actually making me a better copywriter. So listen all the way to the end to get that tip because it's gold. All right, so let's talk about these three tips. The first one I have for you is how to use ChatGPT to understand your clients better than before. If you listen to episode 311 on how to stand out in 2023, one of the ways to do that is to know your clients, understand what they're going through, have deep empathy and use their language, which means you're going to need to do a little client research to get that information.

(05:08): And this is actually the first thing we're doing in the Expert Up Club is I'm having everybody do client research and then we are going to analyze it using ChatGPT. All right. So what I would recommend, especially if you haven't done this in a while, is to interview some of your past clients, send out a survey to your list, or go through your old intake forms to answer some key questions about where your clients are, what made them book a call with you. And then if you're doing an interview with a client, you can use another AI like Otter to transcribe it and put that into ChatGPT. And here's the brilliant part, you put the transcript or what they said on the intake form into ChatGPT and simply ask it to generate five themes from that writing and then it will pop out your top five themes.

(06:16): So this is the content analysis I've been doing since I was 20 years old as a graduate student, and ChatGPT can do this analysis for you in seconds, it's amazing. But now you'll have these themes, you'll know these are the top five things that are important to my clients. But to take this a step further, you want to take each of those themes and ask ChatGPT to generate direct quotes from the transcript that support that theme. So now you are getting it to pull out your client's language, exactly what they are saying, and now you will know exactly how to speak to your clients so that they really feel like you understand and get them. So isn't that cool that you can use this tool to pull client language to stand out and then you can just apply this to your copy and your marketing?

(07:26): So that's the first thing, use ChatGPT as your research assistant to pull out client language that you can use in copy and marketing. Now this second tip is about repurposing content with ChatGPT using your own voice. I feel like this goes without saying after the discussion we had at the beginning of the podcast, but do not use ChatGPT to write stuff for you. What you want to do is use your own content as the starting point and then ask ChatGPT to do some very specific things for you to make repurposing that content or pulling out social media posts easier than ever before. So this is my process that I use with my own podcast. So I always get a transcript of the podcast from my team. I upload that transcript into ChatGPT, and then I ask it for several different things.

(08:42): I will ask it to pull out three quotations that might be great for an audiogram, and I ask it to give me the full quote, which it does. And it really pulls out some interesting things, I'm like, "Oh, I didn't realize I said that, that sounds awesome. What a great way to promote the show." You can also ask it to pull out the five expert tips and use your direct quotations to do so. You can ask it to create a basic LinkedIn post using your voice, and we'll talk about how to even punch that up further. When you do that, trust me, you won't want to use it, copy and paste it into LinkedIn. You'll actually want to revise it and rewrite it, but you don't have to start with a blank page.

(09:32): Anytime you're doing social media, you have this core piece of content, whether it's your podcast, your video, your blog, and now you're just using ChatGPT as your repurposing assistant and it keeps your voice, which I think is so great. I just think that is going to save you so much time. You're going to get more mileage out of your podcast or your blogs or your videos, and you're going to stand out because it is in your unique voice with your unique point of view. Hey, rebel, wouldn't it be amazing if people just recognized your expertise on the spot and decided to hire you? Of course it would, but we know business doesn't work that way. Instead, you have to show up and market.

(10:27): And let's face it, marketing has not been your jam and it feels like it doesn't work for your business and there's a reason for that. In order to market effectively, so you grab attention and lead people to your offer, it takes having a one of a kind message and an ability to build the case for why people should hire you. And that's exactly what we'll create in The 3-Word Rebellion messaging intensive. Yes, we will co-create your 3-Word Rebellion, but you'll also create all of the other messaging your business needs to efficiently and effectively show up and market your business while translating your expertise into a message your clients want to know more about. Interested in that? Then let's chat. Go to 3wrcall.com. That's the number 3 wrcall.com, and book a free consultation with me. I look forward to helping you get your message out in the world so that more people can hire you.

(11:42): All right, here's my final tip that I am most excited about. Tip number three, use AI to punch up your copy. Here's my little secret. Patton Oswalt, the comedian, he revises all of my emails and copy for me. Sometimes he even helps me write social media posts when I'm feeling particularly stuck. Now, clearly I am not asking Patton Oswalt, the comedian, to do this, but ChatGPT is great at studying people's voices and their patterns. So what I do, if I am writing an email, I use Patton, AI Patton, to punch up all of my email copy for the Expert Up Club launch. And it was super fun to do this. I just love this. So what you want to do is, number one, just write with your shitty first draft of what you want to say.

(12:46): And even I struggle so often to come up with an opening line for my emails, I might put a line in there about what I want that opening line to do, like I want it to talk about how you feel completely maxed out on your to-do list. And then Patton Oswalt AI will actually take that and create an opening line from it, which is pretty amazing, especially if you're feeling stuck. It's a great brainstorming assistant. So I start with my shitty first draft, and then what you'd want to do is pick a comedian or writer who has a similar voice to you. I love Patton Oswalt. I love the rhythm of his work. I love how he uses alliteration. We're both nerds. We're both Gen X-ers. So I just feel like, all right, he's the comedian to be my assistant here.

(13:39): And I also tried Stephen King, and that just didn't work for me. Like, ooh, it was a little too dark, a little too formal. No, thanks. So pick a comedian. I would recommend picking a comedian to do this, but you can also try different writers that you like, who have a similar voice and style to you. Then the next thing you'll want to do is copy and paste your shitty first draft of your email or social media post into ChatGPT, and then just use this prompt, I need to add some punch into this email asking people to join the Expert Up Club, act like a copywriting expert who writes in the style of Patton Oswalt, make this email fun and persuasive. That's all I do. I copy and paste the email underneath.

(14:33): Then what it produces is actually really good and way over the top. Do not copy and paste whatever AI comedian you use to revise your email because it will be over the top, but you will find it turns a phrase or a certain way they say something that you like so that you can use it in your email. So here's an example from one of the emails I wrote. Have you ever joined a program excited to meet the other people in it and quickly realized, oh no, I'm the smartest person in the room. That's not a bad opening. And it was based on something I was hearing from people who were wanting to join the Expert Up Club that they didn't want to be the smartest people in the room.

(15:23): So AI Patton Oswalt revised it to ever waltz into a program all bright-eyed and bushy-tailed expecting to hobnob with like-minded entrepreneurs, only to realize, holy guacamole, I'm the Einstein of the shindig. Now, I didn't use that direct quote, but I love waltz into a program. I'm the Einstein of this shindig, I mean, what a brilliant way to say the smartest person in the room without actually saying it. So you can see how you can use this as a way to find interesting turns of phrases or better verbs. Like one email I wrote, I was talking about you'd rather be working with your clients than struggling figuring out how to market your business, and it turned that into you'd rather be working with your clients than fumbling with your marketing.

(16:17): I'm like, "Ah, fumbling. That's such a great way to say this." So it's just punching up my copy, adding a little bit of more personality into it that's still very on brand and in my voice. So those, my friends, are the tips I have for you to use AI and ChatGPT to stand the heck out. And the bottom line is I want you to use AI as your marketing assistant, your copywriting pal versus replacing you, because AI can be this great tool to help us realize what our clients are saying to us, which helps us stand out, pull out our unique voice from the content we're already creating, and just kind of punch up our copy to make it more interesting and engaging. Don't ever let the robot replace you, your thoughts, your voice, or your client's voice, because all of those things are how to stand the heck out.

(17:35): So use the robot to make marketing easier for you because AI can never replace the brilliance of you and your expertise, but it can enhance it. If The Rebel Uprising podcast is helping you claim and communicate your expertise so that your clients can find and hire you, please share the show with a friend. The easiest way to do that is through pod.link. You can find the show at pod.link/rebel, and that page will allow anyone you share the show with to subscribe and start listening in their favorite podcast player. That's pod.link/rebel.

(18:18): The Rebel Uprising podcast is a production of Yellow House Media. Our production coordinator is Lou Blaser. Our production assistant is Emily Kilduff. The podcast is edited by Stephen Mills. Our executive producers are Sean and Tara McMullin. The Rebel Uprising podcast is recorded on the unseated traditional land of the coast Salish peoples, specifically the first people of Seattle, the Duwamish people, original stewards of the land past and present.