Mastering AI to Increase Sales

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Today, we're diving deep into the world of AI and how to use it correctly

to generate a massive amount of content that actually drives sales.

Our guest is none other than Andy from Orbit Media.

And let me tell you, he completely schooled me on AI.

I think it's a great deal. massive amount of content that actually drives sales.
Our guest is none other than Andy from Orbit Media. And let me tell you, he completely schooled me on AI.
I thought I knew my stuff, but as it turns out, I was barely scratching the surface. In this quick preview, Andy is going to reveal the big mistakes most people make when using AI for content creation, how to properly train your AI to be tailored to your specific niche, and the secrets to building a complete content strategy that leverages AI for maximum results.
And because we're all about empowering you to take action, we've also created a comprehensive companion guide to accompany this episode. Inside, you'll find Andy's step-by-step AI content creation blueprint, real-life case studies, and fill-in-the-blank templates to help you implement his strategies right away.
Best of all, it's 100% free. Let's dive in.
Welcome to the I Am Charles Schwartz Show, where we don't just discuss success, we show you how to create it. On every episode, we uncover the strategies and tactics that turn everyday entrepreneurs into unstoppable powerhouses in their businesses and their lives.
Whether your goal is to transform your life or hit that elusive seven, eight, or nine figure mark, we've got the blueprint to get you there. The show starts now.
On this episode, we're going to have someone who absolutely kicks my ass. There's just no way around this.
Individuals who are light years more intelligent than I am. Andy is one of those people.
Welcome to the show. I'm glad to be here.
I love the topic. I'm a long, long time digital marketer.
And I'm going to show you now, I mean, in the next few minutes here, just the best, most effective, most useful things I've done with AI. And, you know, just a bit from now, you'll have all the prompts and all the methods right in front of you.
Before we go in and break down all the prompts, I kind of want to share with the audience what I ran into. You sent over kind of your PowerPoint, which you teach off of.
And it was a bit like being a caveman walking out of the cave and seeing a space shuttle. It wasn't seeing fire.
It was seeing a space shuttle. For so many of us, AI means artificial intelligence.
And the reality is it's not artificial intelligence. It's average information.
And what I've learned from you in a very short period of time is that I could see my fault. I didn't train it in a specific way.

I don't know how to use prompts.

It's like walking into Home Depot and saying, I'm going to buy a hammer.

And that's all that good that Home Depot is for because I can hang a picture versus I can build an entire community.

And you've mastered that.

And you're going to kind of show us exactly how to do that step by step.

If there was one part of AI that was just the most magical and you would use it just for this, like this is the one thing that's good. If it's email marketing or funnels or any of that, what's the one thing that's like this? This is what changes the ballgame for all your clients and what you've done.
Yeah. AI can do something that human brains really can't do well, or in certain cases can't do at all, which is gap analysis.
Very, very difficult for a human to look at an asset, any marketing asset and say what's missing from that thing hey i could do that beautifully but the trick is and charles we're about to jump in you have to train it first on your audience you have to teach it it has to know what your audience's information needs are before you can write that prompt that says to what extent does this landing page meet or not meet the information needs of this audience so i'm going to do persona driven-driven gap analysis on virtually anything, any landing page, any blog post. And then we can do it basically on the entire internet.
It's amazing that it works. You can say like, what's missing from the internet? What's not covered on the big blogs? That's important to my audience.
Super fun. I love that you're getting inch wide, mile deep.
There's so many of us like, oh, my grandmother makes these amazing cookies and my whole family likes them. Therefore, I'm going to start a company.
And like, you need to know exactly who you're selling to, exactly what the information is, what pain they're in. And most of us are doing that with AI.
So we're getting average information. We're not getting exceptionally targeted because we have no idea what the prompts are.
We have no idea how to set it up. For those of you who are listening to this, you're going to need to go to the website because he's literally going to show us.
So there's only so much I can say, this is what's going on. It's kind of like when you're listening to a baseball game or the Super Bowl on the radio.
Any of you have ever done that? Probably had it. You're missing out some really close times, at least the cheers.
So this is going to show you exactly in detail how to do that. So before I take away too much of your time, let's get into it.
Rock and roll. Please, by all means, continue to kick my butt because it's brilliant.
Okay. Here is our little thesis.
And I'm going to start with a sample business. Right now I'm looking at on my screen.
I've got like a sample company. I picked this at random.
We're going to be a spaceport for the next few minutes. We launch satellites, and our target audience is commercial satellite operators.
Okay. Very useful in marketing to know the typical job title of the person who signs the check or hires you or approves your proposals.
So what I don't like about AI, and I see these just terribly written articles that say, this is how to use it. Write 10 headlines for articles about launching satellites.
I'm calling it now. That's a lazy prompt.
That doesn't work. It's really boring.
The responses are undifferentiated. As you said, we joke like AI might as well stand for average information.
It read the internet. It read the internet.
It came back and it's going to be the average of the internet. It would be weird if that was somehow on target.
It's not, it's sort of like face like water. You know know what i mean so what we're going to do instead of that is to create it to teach it about our target audience and if you have a documented ideal client profile if you have like battle tested you know sales tested personas if you as long as you have i'm just gonna use chat gpt here as long as you have a chat gpt plus account you can just upload that file and now it has it.
And you can use that, right? That's, but if you don't have that, I've got a prompt for you that will help you do that. Here's my persona prompt, we'll call it.
Build me a persona of a job title, commercial satellite operator, at an industry and company size, billion dollar global telecom, like a mid-market telecom, with a goal and responsibilities. They're responsible for launching satellites, planning launch missions.
And what they need, they need help deploying communication satellites. They're considering new large services providers.
Now, the next sentence is kind of important. List their hopes and dreams, their fears and concerns, their emotional triggers, and their decision criteria for hiring spaceports and satellite launch services companies.
How they buy, what they care about. I want to end up here with a persona that lists their prioritized information needs.
A little bit different approach. What I love about this is so many of us are using AI and it's a bit like going and buying a pair of Air Jordans and they're just expecting walk out on a basketball court and being able to duck.
I mean, I'm six foot and I have a size 13 feet. It's taken an act of God for me to touch the rim, but we have this expectation with AI that we're just going to go in and we're going to type in, write a perfect sales funnel for me or give me the copy or do this.
You haven't done the work. Again, we talk about this.
You don't want to save the 10 minute. Don't worry about that.
Training to do this. And one of the things we talk about all the time is people don't buy products and services.
They buy stories, identities, and ways out of pain. So you literally went in and the bottom says list their hopes, their dreams, their fears, their concerns, and the emotional triggers because they have to draw what actually happened.
You're teaching the actual AI to start thinking differently versus very detailed and averaging. If you want the average from the internet, you're going to get average results.
And that's, as you've said a million times, the goal isn't to 10. The goal is that your goal is to 100 exit.
So again, just by this prompt alone, which I'm curious, how did you learn these prompts? So you just got bored or how'd you do it? Well, this is probably the eighth version of this prompt. I keep hammering on this.
You just highlighted one of the things that I added most recently, which is the emotional

triggers. My early versions of the prompt

didn't have this in it. I've been teaching

AI now for more than a year, and so I'm

making presentations and feeling the pressure to

present something. Just keep

improving, keep adding to it.

I think this will probably continue

to evolve, but

it's just trial and error. Combining hopes and dreams, combining fears and concerns.
Basically, marketing is effective when you do things like answer questions, address objections. How on earth would it answer questions and address objections without knowing the audience? So the magic is just kind of having a persona up front first.
When you put it in, weirdly, it's almost always named Alex.

Chachapichia.

So don't be surprised

if your persona is named Alex.

You'll have that.

So next thing,

do not trust this.

It will be wrong.

It's inaccurate.

It's obviously going to be inaccurate.

It doesn't know you specifically yet, right?

So you have to improve it.

Confirm that.

I contacted one of my old friends and persona marketing expert, Ardith Albee. And I did that in front of her.
And I said, Ardith, rip this to shreds. I want to improve it.
And she said, Andy, what are you doing? How do you know that's accurate? You didn't validate that. Is that your persona? Is it your competitor's persona? Go check it with your customers.
I don't trust this. Ardith, thank you.
Huge love. I agree.
I don't trust it either. Don't trust it.
Don't trust AI. Trust yourself.
You know your audience. AI does not yet know your audience.
So whatever's wrong with it, you have to fix it. Tell it to improve it.
Add the following, right? In minutes of research, I found out that commercial satellite operators care about risk, insurance, right? Like that. Okay.
Add the following decision criteria. And I just put those things in.
Okay. Geopolitical considerations matter to global telecom companies.
Put that in, right? Give it those things. And then it adds that to the persona.
Now, work hard on this because garbage in and garbage out. Again, I'm not really trying to become that much more efficient here.
You'll see in the end, I actually become, you know, you'll get superpowers following this process. But the goal is not here to save time.
I'm going to spend as much time as it takes to make this thing good. When I trust it or when it's good enough, you can ask it anything day or night.
It's breathtakingly useful to have a synthetic version of your target audience that you could just talk to whenever you want. What information would help you do your job? What social posts do you like to click on? What queries do you type into Google? What research studies could I publish that would help you do your job better? What do you hate? This is a good one, Charles.
What do you hate about looking for commercial for launch companies? We should all know what our audience doesn't like about looking for our services, right? They have pain even looking for us. Let's know that.
Great. We like we like it it's working save it keep it keep it forever you can name that prompt on the left hand panel and um if you're in gachapeteep you could copy and paste it out into a pdf and share it with your team that they can use every time here's our you know final approved uh official ai friendly persona on a guy..
I upload this every time. Yeah, before you ask AI to write you a headline, before you ask AI to evaluate your email copy or whatever you're doing, right? Because you can share it with your team.
I think there's also a team's version of ChatGPT where you can maybe, you know, that becomes a prompt that other people can use. Everything now that I do, I'm going to do in that conversation.
I'm going to do it below. I'm not going to start a new one.
I'm going to keep this one and have all of my subsequent prompts happen there because now this is the conversation that knows who I'm trying to reach. So you've made a filter that's based off of persona.
So everything that comes through it now works. So for those of you who are following me trying to figure this out, it's kind of like, hey, I want to be sports but with sports shark they're talking about tennis they're talking about swimming about a hockey player because there's a huge difference between i can get the best hockey players in the world give them the best pads and the best skates put them out there and say congratulations for swimming today they're gonna lose they just won't survive so teaching ai to figure through this you now have a persona that everything's gonna filter through and the fact that you can save it and share it with your team, I didn't know you could do that.
It just makes scaling so much easier. Yeah, I love that metaphor.
I might steal that. It's single.
It doesn't know. It doesn't know until you train it.
It wouldn't be weird if it worked, if the were very good until you know this. Okay.
The next step, this is basically, I'm taking what people do with one simple foolish, lazy prompt and breaking it up into several steps to get a far better result. So next I'm going to ask it about the personas information needs.
I'm going to do some ideation, right? Brainstorming. It's actually the actually the most survey show this this is the most common use for ai right now in marketing is to like you know brainstorm topics and ideas and um just ideation stuff so but before i ask it for topics i'm actually going to go one intermediate step first and just ask it about its information needs it's called chat you're going to have a conversation with it just just start start talking to your persona uh here I'm going to start with kind of a classic prompt, start with a skill.
You're an expert content strategist, skilled in selecting topics that build awareness and trust with an audience. What information does this commercial satellite operator persona need to do their job well? And it comes back with some ideas for topics.
Some of these may fit perfectly into my content strategy. Some of these maybe don't at all.
So I'm going to apply that filter again, right? Because I trust myself. I'm an experienced strategist.
I've had a million calls with my prospects. I know them.
So I'm not going to, I'm not just going to take what it gives me. I'm going to get a list and then consider, and I'm going to pick a good one down here.
Risk management and satellite launches. Assessing and managing risks associated with launches.
Strateg strategies for backup or recovery in case of failed launches maybe i know for sure bingo that's it put my finger on it that's what my audience needs now i'm ready for my the the prompt suggest 10 articles on the topic these will capture the fursada yep yep now we're finally at the point where you're going to ask it for topics. And I like these little words to add.
Suggest topics. They'll capture the interest.
They provide practical utility. Make them compelling and memorable.
Everyone's got their own favorite words. The words matter a lot.
Those are words that I like. The words matter.
They matter. Compelling and memorable.
I'm trying to say it's up in mind. I'm not doing this for fun.
So,, so far you didn't just say, hey, give me a bunch of articles. You created a persona.
You then asked the persona, hey, what do you need? And then you narrowed it down because you already had the information from the web search that Chad CPT gave you. And it's like, now create miracles that are most likely going to have a better engagement based on, because you're doing it based off of if it's compelling, if it's memorable.
Again marketing feelings matter the emotions matter what you're doing don't be i tell people all the time don't be vitamins be advil if someone has a headache don't offer them vitamin eliminate your pain and then enroll them in you have to eliminate their pain first that's it's so important so when you're talking about compelling and memorable trust me eliminate someone's pain they will love they will love you for a very, very long time. That's another good one.
So in that process, I did the persona, I got the information needs. Now I took one of those information needs and put it in here and asked for topics on that specific information need.
And all the responses, assuming that this is what my company cares about and the value we provide in the world, did quite well right? On my screen here is a list of topics that might align perfectly because I kept filtering. I didn't trust it.
I kept editing. I kept improving the answers it gave me and narrowing down that specific thing.
So these, in theory, are like way more on target than you would have gotten if you'd just written that lazy prompt, you know, write me 10 headlines. So weird idea, start with your persona, talk to it about your persona's information needs, and then look for topics that align with those information needs.
And obviously, you know, those will also align with your content strategy. You know, the things that you care about, the things where you have good examples or research or strong opinion, which is another fun segue.
The strong opinion topic is one that doesn't fit everyone's content strategy but something tells me charles i think you're going to like this one uh i'm going to jump to yeah it's good a content strategy where i'm going to identify the topics that are most likely to be uh have an emotional response from my audience uh seth Godin once said that true thought leadership creates tension. You're making assertions, you're willing to be wrong, and you can be certain that some people will disagree.
In other words, if people can't disagree with you, you're really not doing thought leadership. You might be a good content marketer doing purely educational content, which is mostly my strategy, but thought leadership is a different thing.
You're actually making some assertions. Now, you don't have to stick your neck out and talk about social justice or geopolitics to be doing thought leadership.
There are lots of relatively mundane topics that people care deeply about. I'll give you an example for my satellite operator.
Here's the prompt. What are some relatively mundane, almost trivial, space industry topics that

professionals... I'll give you an example for my satellite operator.
Here's the prompt. What are some relatively mundane, almost trivial space industry topics that professionals have very strong opinions about? The answers are actually charming.
Units of measurement? I have no doubt, right? There's bar fights in NASA about this, right? Naming conventions? Look at people's names. You know, spacecraft and celestial bodies.
It's so interesting. Like, it quickly shows you the things.
I mean, what a great output. So you can actually figure a conversation without kind of, uh, you know, taking on the world.
I've been to JPL. I don't think those guys are having bar fights.
They're adorable, but JPL's not going to do that over and over. These are brilliant individuals.
They're not having bar fights. Um, We'll talk about, you know, because we're talking about scaling and making this important that, you know, most of us aren't selling satellites.
How do you do this? How do you scale in an effective way? And the true examples I would always give is when I'm on stage and I'm talking about, you know, who changes everything, I always tell people, I'm like, why is bullshit? It just doesn't work. If you're trying to find your why, it's an ineffective thing.
It does not work for for you and there's a lot of people who think finding your why is the most important thing that was a an idea that was polarized the other thing i did was i sat there and i said hey at the time i was i was a 42 year old guy without chesticles how am i going to grow 100 000 followers on instagram in less than 60 days so now all of a sudden i'm going to be outside of the normal now that's going to get their attention it doesn't to your point it doesn't have to be political i don't have to say oh right or the left that's right you don't have to you just have to not you have to be the lighthouse amongst all the fog you just have to stand out a little bit build be the signal the noise and using the ability to say relatively mundane almost trivial ways but are very have very strong opinions about that allows you to be that signal against the noise and you don't have to always piss people off or you don't have to show them a bunch of skin. That's not how there's ways to do this that are practical, that are effective and endearing.
So there's ways to do that. Yeah.
And in the end, you can actually trigger conversation and conversation triggers algorithms. I mean, if you've ever seen something go bonkers on social media, it was probably checking this exact box.
People feel strongly about it. People start talking about it.
People start reacting to it. It starts a conversation with comments and comments on comments.
That's what the platforms want. so the examples in my career where i've done this it's led to just breathtaking visibility right like

i did a video and an article about like why you should you know you should remove dates from your

blog because it makes it kind of look older it's led to just breathtaking visibility, right? Like I did a video and an article about like why you should,

you know,

you should remove dates from your blog because it makes it kind of look

older, faster.

You know,

it's a,

if you publish evergreen content,

you don't really need dates on there.

And if you want to put a date in,

you can put it in the headliner and the body of the article.

Holy,

we have hundreds of pretty angry comments on YouTube.

And YouTube decided,

Hey,

world likes this one and showed it to hundreds of thousands of people why because i just was a bit more assertive a pretty mundane topic you know um you get the idea the subsequent prompts are also uh similar but definitely worth trying these are magic totally worth experimenting. What questions are people in my industry afraid to answer? What false things do people in this industry believe to be true? We're plugging in the industry.
I need to gamble. What are the most common assertions in this industry that are least likely to be supported with evidence? Hey, maybe I can produce a piece of research on that, right? That would be just catnip for journalists and trade publications.
What are the most important... Oh, here's the one that I love.
This is almost my favorite, Charles. This is where I'm going to do gap analysis on the internet in my industry for my topics.
What are the most important topics in this industry that are the least likely to be covered by the popular blogs? Literally, I don't think a human can do that. You can't read the whole internet and come back and say what topics are least likely to be covered by the big blogs in your category.
And then this is also a really fun word to put into a prompt. What counter-narrative opinions on this topic are least likely to be discovered by bloggers and thought leaders? In other words, what assertions could you make that would literally be different from what the audience expects, that what others are not doing? I don't think there's anything except AI for which you can do persona driven, industry specific gap analysis on the body of work for your whole category.
This is unique. I also think, yeah, I also think what's unique about this is the way you're approaching it.
You know, everyone asks, gpt sample and i just realized in this call like who cares about what gpt said it's the chat have a conversation every single one of your questions starts with the same word which is what you're giving the conversation where most people me have just gone to ai and say do this do that rewrite this and they're giving's not a conversation. That's not chatting.
You're starting this as actually viewing this as an entity going, hey, you're going to help me out. We're going to have this conversation.
You're going to be how, please don't lock me outside and open the door, but you're going to speak everything with this new one. And you're going to ask these questions and have it fill in the blanks for you versus telling it what to do, which is a completely different way to use AI that I'd ever seen anyone do.
I remember when I was reviewing this, I sat there and I kept circling what over and over and over. And I was like, oh my God, he's having conversations.
So these are, if you just did these, it would change things magically. If nothing else, just try these prompts.
I think that the fact that we're all sort of accustomed to the UX of search,

and we query things, we see a little box, and we type

in a query, but this is

completely different. It's a different paradigm.

Prompts and queries, not at all the same thing.

What we're, in

CHPT, you're really going deeper, right?

It gives you a thing, it's not right, you tell it

to correct it. No.

Or you ask it how it got there.

Or you tell it to show it's thinking.

You know, you can continue,

it's not, it's hard to teach in a way to make slides for it or talk about it at a conference because the proper way to do it is a lot of back and forth. And then once you get it...
And then, interesting, here's a pro tip. It's not in this deck, but if you get it to where it gives you something useful and you want to go repeat that method again later,

you can do a final prompt that says,

write a prompt that will give me a similar response in the future

that I could use to quickly have you do this analysis.

And it will write the prompt to have you repeat that entire exercise you did.

And then you save that prompt in your shared prompt library.

A lot of people like us now have shared prompt libraries, folder or someplace where everyone can go grab the the best prompts uh so don't delete the thing don't quit don't leave it until you've taken you've gotten the value from it in a way that makes that that uh analysis or that method repeatable this selfish question is there a place where all the best prompts are stored from like all the

companies where everybody comes together and say, Hey, you know, kind of, you know,

it worked with the geeks. We would get together like, Hey, we did the best thing we did here.

It was for forage trading or for this. Hey, we figured out this, you know, there's a knowledge

base where we as it guys used to go and share all of our stuff in these knowledge bases. And then

those ended up being monetized in a very interesting way. Is there one that has kind

of the best, most proven tried and true prompts that are working or is that that doesn't exist? I know of some private Slack groups for AI practitioners who share some things in there. But Charles, not only is there not like a public place for this, but companies are not asking new employees to sign employment agreements that say you will not share any prompts that you learn or create on this job.
The outputs of AI are not copyrightable because there's no significant human involvement. The prompts themselves are copyrightable.
I think that there's people who write these prompts, they're almost squeamish about sharing them. There's a joke now, they say English is the hot new programming language.
These prompts are basically doing what expensive software would do. Two years ago, I've been saying, Andy, for only 200 bucks a month, I've got a tool that will analyze the internet and tell you where there's content gaps across your entire category.
200 bucks. Here's, here's my money.
That's only one of the million things I could do in here now. So I think there's it's so powerful there aren't that many people teaching it in this way uh people are starting to hold back weird i'm just saying as you know because as entrepreneurs i love scaling and the worst thing i would ever tell anyone to do would be to start a business it's i try and get people to never do that don't start the amount of friction to actually get launched is a nightmare but the entrepreneur in me is like i'm gonna make a vault and get people to never do that.
Don't start. The amount of friction to actually get launched is a nightmare, but the entrepreneur in me is like, I'm going to make a vault and charge people 70 to 100 bucks a month to get into this.
Keep going. No, no, that is a pop-up line.
Curse me. Yep, yep.
Right now, I think the results are so bad that if someone said like, hey, here's 500 prompts for $20, it's probably garbage. And honestly, prompt digitization is probably overrated and AI can help you write prompts itself.
But this little framework, right? I think will get you a lot of where you want to go. Also, I learned a lot of what I learned about AI by experimentation, but also by contacting people I knew that were using it and doing little knowledge swaps.
Like, hey, can we talk for 10 minutes once a month and I'll show you what I'm doing and you show me what you're doing. I learned a lot very quickly by talking to people who I knew were using it a lot.
Like, yeah, that guy uses it to audit landing pages. And here's his prompt that has all the best practices listed at the top.
And it comes back and tells you like all the ways in which that landing page does not align with his best practices. Dude, so grateful.
Let me show you what I got. And this kind of back and forth really helped, you know, took months off my learning curve.
Again, what you know is who you know. Yeah, it helps a lot.
I mean, just the former mastermind group or like get on a monthly, this is four people. I have, I mean, two mastermind groups, one AI, one agency owners.
And there's four other people separate where I do 15-minute calls once a month. And we learn tons from each other.
I'm going to come back in and do another prompt to make the most of this time. This is something that is very, very hard to do as a human, which is to take a transcript.
I'm looking at a YouTube video. To take a transcript and turn it into a piece, to reformat it as another piece of content.
So if you go to YouTube and you expand the description and you scroll down to the bottom, there's a little button that says show transcript. And you copy and paste that transcript out into a text file.
It'll be way too long. Guaranteed will choke on it unless you upload it as an external file.

Upload that as a text file, and

then you can say, you know, suggest article titles

based on that, or

write a summary. Summarization is one of

AI's superpowers.

Very, very helpful.

What it just did there is actually a

huge productivity gain because it's super

tedious to try to turn it long,

you know, these like super long monologues

and giant blocks of text into anything useful.

But the next prompt is even more fun.

Listen,

this is similar to the gap analysis, but

it's going to find for me the juiciest

nuggets, right? Those 10x

or 100x little quotes,

they just float past. You've dropped several

here, Charles. If we did this on this conversation,

I'd know exactly what it would suggest. Very difficult for a human to pull out the most compelling soundbites or the counter narrative opinions or the surprising facts or the most emotionally triggering bits of language from a long transcript.
How do you do that? Are you going to read the whole thing and try to stay objective the whole time? So here's the problem problem which statements in this video are people most likely to be surprised by which soundbite in this

video would make the best clip the best video clip for social media and it will come and basically

the response is sort of amazing it's like okay here are the top three surprising statements

these ones were on lines 44 through 48 right because you've got the transcript these are

potential soundbites for social media now just go back to your video and just chop out that that bit

of the ones were on lines 44 through 48, right? Because you've got the transcript. These are potential soundbites for social media.
Now, just go back to your video and just chop out that bit of that video clip. That's the throw a gas in the fire of social media content, right? So really fast, really effective, a smart way to do it.
Alligns perfectly with strategy, all the good content marketing strategies, right? Repurposing, upgrading formats, you know, NX promotion. So that's one where, again, you're using, and this one, by the way, you didn't need the persona because you could do it in that same conversation, but mostly this is an example of another use for AI, more or less, where you're giving it data and asking it for insights um similar to this i upload a lot of um ga4 reports i could show it's kind of fun it's very nerdy but if you give it a ga4 report showing all of your content yeah you want me to jump into that one yeah i was gonna say i'm curious two things one is when you're like what are the best social media it's like maybe would i prompt it on chatting with it would i be able to ask it hey what is a better should i use the prompt best or should i use the most viral you know so when you go into that when you play with those is it just trial and error because with the podcast with what we're doing here i can literally take the entire you know 40 50 minutes as you know because some of these are longer than not as we're doing this have them just do this and it cuts all of my time for my team because we played a lab report every one of these where we give people you know here are the prompts here are the steps go do this here's the homework go get this done this would help the team out creating those lab reports and you know most of our lab reports are like 50 60 pages this will take out the information, expand on it.
Now we're creating like 200 page lab reports for people that so they can have that level of value. This alone changes the business because there's so many people that need to write link data and they need to, you know, get information out there where they're like, oh, well, fired.
I don't really feel like writing. I'm guessing if you, even if you transcribe because there's a bunch of transcribed subscription tools, your latest meeting or your meeting with a client and you did that, you could run this through there and then give an email back to them saying, hey, this is a recap of what happened.
This is how we did it. These are the most important things.
These are your next sector. And it's seen an immense amount of time.
So there's so many different ways to use this. Yep.
Yep. The AI meeting assistants are mostly doing that part, the summarization, which is mostly what I'm doing here.
Uh, the slightly different part, my, my twist on that here is that I'm using it for marketing. So I'm trying to, to get it to, to find me something that's provocative, basically, right.
I'm doing social media marketing at the moment. So I'm trying to find something provocative.
Uh, there are, uh, I don't know if the AI meeting assistants really do that as well. You can certainly get the transcript out of there.
They put a little summary at the top usually. They're good and they become pretty standard.
But this is, you might like this. Looking back, I now wish I had the last 50 or 100 sales calls I'd ever done recorded because I could put all those into transcripts.
And then I could give those transcripts to the AI and say, what are the top questions people ask me during sales calls?

What are the aha moments that clients have when I do sales calls?

You could actually, if you had all the transcripts from all of your last sales calls.

So, start recording these things.

In the future, yeah, you're going to be able to query, basically talk to the AI about your last 100 sales calls and figure out what was the thing that they always asked? What was your best answer to that top question? What are the questions where you didn't have a great answer and what could be a better answer for that? The value of that, I mean, probably is greater than anything else we've discussed so far. I just, I don't have all that data yet, but going forward, yeah, we should be saving more of our language chunks of language so that you got a big enough uh you know body of of um

word language you can start getting in getting insights from it uh i'll give you another example

i was like you know are these two words that i use this is like what are the best words to use

in these are they specific to you know these are these just my techniques or do i need to adapt

those for myself big picture i'll show you what one of my friends who justin rondo uh convergent optimization master he's like done literally thousands of baby tests in his career uh former head of growth for digitalmarketer.com like badass super humble sweet guy yeah so so i got to give a presentation at an e-commerce conference and i suggest that i want to i want to try something can you send me your best practices for product detail pages like oh yeah i got a deck right here sends me his deck on how to make the product detail page it's 148 pages this is not a prompt but at 90 minutes later sitting there right before breakfast and my kids wake up uh i went through the whole thing and turned his 148 page deck into a prompt for auditing e-commerce product detail pages this is basically everything from his deck and it's on screen right here this is the prompt it's got everything you're a conversion optimization. You're still in maximizing sales from e-commerce websites.
You can evaluate product detail pages against trust and conversion. Here's a 15-point checklist.
The checklist is broken down. So what the prompt is is basically best practices from my perspective or from the experts.
And then at the bottom, it says, I'm giving you a screenshot of a product detail page. Provide a detailed audit.
Screenshots you can take out of, I'm using like a Chrome extension, there's a bunch of them, to scrape a page and then give it the image of that page. And then say, provide a detailed audit.
And then, rate on the extent to which this page meets or does not meet the criteria on this checklist on a scale of zero to five. Visualize it on a colorful matrix, which it does.
Or I'm going to give it product information and say create a draft of a product of an e-commerce product page for the product. So basically you take some of these great prompts are combinations of your best practices that you convert into a prompt for auditing an existing thing and finding gaps, making recommendations, or for creating a new thing and creating a draft, which you then obviously have to edit because you don't trust AI.
You got to, you know, use your own brain. So that, that approach, you know, these, these prompts look, I show these to people like, wow, that's a crazy detailed prompt.
Why don't you write a shorter pump? Because I need to teach it what quality looks like before it will come back and, you know, meet my standards. I might be different from other people.
So that idea is maybe... Just so maybe the time that we've had so far, we've already identified that you're different than most people.
Let's get that out of the way really quick. So I know we're really close on time and, you know, you don't have a ton of time here because you've got a hard stop coming up.
When you're going through here, and I would love to give all this information out and steal hours of your day to do this. As you go through this, what are some of the things that if you're at home right now, if you're sitting down and you're a relatively small business owner, you're making you cut to a thing and made your seventh and you're stuck and you're, you're trying to scale that next one.
You're trying to figure this out. What are some of the tools? What are some of the resources? Um, cause God, just trying to be respectful of your time that you would say, Hey, go do this or pay, do this.
I know you've got to, you know, you're, you're redesigning your book and that's going to be coming out and the podcast will be out beforehand. And when your book comes out, we'll just bring you back, and we'll have more time to do this.
What are some of the things that you would tell someone who just woke up going, Oh, my God, this is chat. I'm actually having a conversation.
Oden, the prompts that you've given, change some of that. And we'll put this all in a loud report.
Some of the things you would do, okay, this is what you need to do right now this is vital again yeah there are your expectations close to zero for quality outputs uh until you have trained ai on your audience or your best practices there's we do not live in a world where you can type 10 words and it does your job i don't actually want to live in that world anyway really like that's when people start to freak out about like labor market impact uh ai still needs you know it's a tool like many other tools and it's really powerful useful thing if you if you use it in a way that is strategic and we're going to begin with the end in mind as you said and charles say that one more time i love that people don't buy products and services they buy stories identities and ways out of pain all right so how could you possibly to sell that unless you know this person right what's their pain right what do they care about what's the true story we sometimes say there's a true story in the life of every visitor to every web page so when you know that when you know their context now you can help them before that no i saw it it's almost a joke but i but there's a tool out there that will build you a website from a prompt the entire site it like makes images or pick stock photos and writes all the headlines they just type in like you know we are marketing automation company and it makes a thing and it's garbage why is it garbage because it doesn't know your audience that's why we don't have the same website. It doesn't know their pain.
So step one, brain it on a thing. And it's garbage.
Why is it garbage? Because it doesn't know your audience. That's why we don't have the same website.

It doesn't know their pain.

So step one, brain it on the audience.

Or if you're doing analysis,

trade it out of your best practices.

Once that's in place,

keep experimenting,

keep trying different things.

And when you find something that works,

save it, copy that prompt.

It is like code.

Our shared prompt library is called the codex. It is like code.
Our shared prompt library

is called the Codex.

It is like programming languages, right?

Write that. Keep it.

Keep it, share it with your team.

Do little lunch and learns or make sure everyone

in your company knows that these are, I mean,

I've got 55 employees

who have wildly different skill sets from programming

to project management to

sales. Everyone has different use cases today has infinite use cases but if you have a a way to collaborate and keep keep experimenting keep trying new things and keep teaching each other and maybe you're a solo pro great you know jump on call us people like me or charles or anyone right like hey do you have 10 minutes or do you know can we do a a monthly 30 minute call to trade all of our best notes right the people who do this now right this is early 2024 early days we just got up and had breakfast right what what happens in the next five years uh well uh you're gonna have a far better position for it yeah there's a have you ever amara's law uh roy amara was a computer scientist at stanford like in the 70s and he said people overestimate the impact of technology in the short run and they underestimate the impact in the long run vastly vastly and i think people also underestimate understanding the persona people walk away they're like oh this is the greatest new tool this is the greatest of this and we talk, if you live in the United States, it makes it really easy for you.
If someone has a pickup truck, who do they vote for? You know the answer. If someone has a Prius, who do you vote? You're not going to market to the pickup truck guy the same you're going to to market to the Prius.
It's a completely different thing. But if you're going into ChatGPT, you're going to AI going, give me a website or a funnel or an email or whatever it is without bringing it on this and having those conversations here to now you might get luck but it's kind of like fishing with dynamite so it's just not going to work out well for you in any way shape or form all right before you take off and disappear i need to get off here how do people get a hold of you where do they get more resources i know you're redoing the books i can't plug your book um where do people find you how do they get more resources? I know you're redoing the books.
I can't plug your book. Where do people find you? How do they get more information about it? Where do they go? Yeah, I wrote a book about content strategy.
It's in its sixth edition, and it's got tons in it. But it doesn't have the prompts because the last time I rewrote it, it was just before the JGPT blow up.
So that's in the process of being rewritten now. So don't buy the book if if you're looking for ai tips but still useful for all-purpose content strategists uh my best solution network is linkedin i read an article on my website every two weeks that's orbitmedia.com uh but you can find me anywhere ask me anything uh and if anyone wants to really connect with me on linkedin i what do they call it it's like that blue button is set to follow there's also a three dot button there that you can click to connect with me if you want to drop me a line and like you know give me a dm so i'm gonna go over a lot of noise on social media say if i was about to go back to chat you did say what's the best way to connect with andy and then have it listed out the most effective way that will get his attention that he responds to the most and they get and then just keep going through that before i even reach out to you it's kind of like how i'm thinking well um that one you got you can take a linkedin profile expand all the sections on a linkedin profile take a full-page screenshot of it upload it to chat gpt influencer outreach is something that you can use it for uh something else cool one last thing i we can't resist uh if you are in transition and looking for a new gig or hiring someone, let's say you're hiring, you're in growth mode, you can take the job description and their LinkedIn profile or resume, upload both of those to ChatGPT and say, do a SWOT analysis for this person in this role.
It's a fantastic recruiting assistant because it will list for you the possible risks of hiring. it's going to be wrong you got to check it it's just a point of view ai should stand for another input right just another input but you can actually give it a give it a linkedin profile and a job description and start to talk to it about that person in that job assuming the linkedin profile is accurate uh you might get some insights yeah i think you know as you first, as you first came into this, you know, we talked about AI

meaning all these things, but the way we're doing it,

it's AI stands for always incorrect

because you haven't trained it in a way.

By default, it's going to be always incorrect.

So, change the persona, change those things

and then kind of go from there.

I can't get more from you so much.

Thank you.

I know you've got to jump off the call.

Thank you so much for being on this one. We will definitely

have to have you back, and I'll talk to you very soon.

Super fun. Thanks, Charles.
Thanks, everyone.

And that's a wrap on our incredible episode

with Andy Crestedina from Orbit Media

Studio. We hope the insights he

shared on AI prompts and how AI

can help your content creation has blown your

mind as it did mine. If you're

looking for a top-notch web design company that delivers amazing results, look no further than orbitmedia.com. Andy and his talented team of 50 pros are dedicated to creating stunning, high-performing websites that help businesses crush it online.
We want to thank Andy for taking the time to share his expertise and experiences with our listeners. Your insights on AI were absolutely eye-opening and invaluable.
And to our audience, thank you for tuning in and supporting our podcast. As we wrap up this episode, I've got to take a moment to express my gratitude for Jason Allen Scott.
Without his knowledge and mentorship, I seriously couldn't have pulled this off. He's more than just an incredible mentor in this project.
Jason's a true friend. If you're looking to elevate your podcasting game, make sure to swing by podcasting for business.co and see what he can do for your podcast.
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