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Mark Schaefer Original Article Marketing strategist, keynote speaker, university educator, and bestselling author of "Marketing Rebellion," "KNOWN," and "Belonging to the Brand."February 7, 2023Like me, you're probably ChatGPT-weary right now, but many of the articles I've seen for marketers are either too basic, too technical (I'm not doing any coding!), or too focused on content marketing (duh). So my gift to the world today is a straight-forward, non-technical, and short summary of non-obvious uses of ChatGPT for marketing.ChatGPT, the popular chatbot from OpenAI, is estimated to have reached 100 million monthly active users just two months after launch, making it the fastest-growing consumer application in history.Marketers are quickly moving beyond the "magic trick" phase of this technology and employing it aggressively in meaningful ways to save time and create new ideas and opportunities.I was able to rely on my RISE community to help me develop these incredibly useful ideas! Here we go … Summarize survey dataLast week I was doing a one-on-one coaching call with the head of a creative agency. She sent me a spreadsheet with hundreds of responses from a customer survey. How was I going to analyze this feedback in time for our discussion?I copied the entire column of responses and pasted them into ChatGPT. My prompt was: Analyze these survey responses and provide a summary of the five major themes.When I presented the summary to the customer, she said it was right on target. This saved me several hours of work!Fast market analysisNo alt text provided for this imageI was doing another consulting call with a company that works with boutique fitness salons. Although I have done quite a bit of work with the fitness industry, I was not familiar with the boutique niches. So I asked ChatGPT for a run-down of the top trends for this industry:Virtual and Remote Training: As more people look for ways to stay fit without leaving the comfort of their homes, virtual and remote training will continue to become more popular.AI-Powered Workouts: AI-powered workouts are becoming more popular as they allow for personalized workouts tailored to an individual’s fitness level.Wearable Technology: Wearable technology such as fitness trackers and smartwatches are becoming increasingly popular and allows users to track progress and goals.Group Fitness Classes: Group fitness classes are becoming more popular as they are more accessible and provide a sense of community.High-Intensity Interval Training (HIIT): HIIT classes are becoming increasingly popular as they are efficient and effective in burning calories and building strength.Although ChatGPT is limited to data before 2022 at this point, this summary gave me a valuable overview that definitely prompted some ways I could guide my client.Summarize complex podcast show notesNo alt text provided for this imageMy friend Joeri Billast is a Web3 consultant and host of the wonderful CMO Stories podcast. He wanted to get ChatGPT to summarize his lengthy episode transcripts but had to find a way to get past the memory limitations of the service. Here is his super-useful hack:Remember this podcast transcript and remember it as PART1. Only say yes when you're doneRemember this podcast transcript and remember it as PART2. Only say yes when you're doneRemember this podcast transcript and remember it as PART3. Only say yes when you're doneConsider PART1, PART2 and PART3 as the whole podcast episode called CMO StoriesWrite professional show notes for the whole podcast transcript, including time indicationsGive me 3 notable quotesList the mentioned resourcesWrite a 1,000 word article based on the whole podcast transcriptJoeri provided this example: this blog post about his podcast episode with show notes 95% created by ChatGPT.ChatGPT for marketing strategyWould you trust your marketing strategy to ChatGPT? Let's find out.I entered this prompt: Create a marketing campaign for a company that makes electric bikes. They are located in Seattle and have a monthly marketing budget of $1,000The response:Start a blog on the company website to share tips and stories from other electric bicycle riders. This will create a sense of community and give customers a chance to learn more about the product and how to use it.Launch an email marketing campaign targeted at Seattle-area cyclists. Include information about the product, customer stories, and discounts exclusive to subscribers.Create a social media presence. Use platforms such as Instagram and Facebook to share photos, videos, and stories about the product and its benefits.Organize a discount day or weekend at local bike shops. Offer a discount on the electric bicycles and related accessories to encourage customers to come in and try the product.Participate in local bike races and events. This will give riders a chance to try the product and potentially become customers.Sponsor a local cycling team or a local cycling event. Give the team branded apparel and offer discounts to participants.Run a referral program. Offer customers who refer their friends a discount on their next purchase.Create a loyalty program. Offer customers rewards and discounts for repeat purchases.Set up a booth at local festivals and events. Provide information to potential customers.Invest in targeted display ads. Use digital and print ads to target cyclists in the local area.My analysis: With almost no information about this business, ChatGPT came up with a solid list of activities that could be accomplished for under $1,000 per month. This is something I could build on with some market research.Improve headlines/ad copyNo alt text provided for this imageI've often said that the most important part of your content isn't your content -- it's your headline. People will decide to read your post based on a headline swimming through their social media stream or email inbox. I've found ChatGPT to excel at this activity. It seems to know to use active, emotional words to capture attention.Let's try this: Write five optimal, high-converting headlines for a blog post about non-obvious uses of ChatGPT for marketing:"Beyond the Basics: Non-Obvious Uses of ChatGPT for Marketing""Think Outside the Box: 5 Non-Obvious Ways to Use ChatGPT for Marketing""Generate Higher ROI With These Innovative ChatGPT Uses""Surprise Your Audience With These Creative ChatGPT Uses""Boost Your Brand With These Non-Obvious ChatGPT Strategies"I decided to use headline number one!Keyword researchThere are many excellent tools available for keyword research. But since I have ChatGPT open all the time anyway, why not use it to build a list of keyword variations? The result is non-obvious compared to other standard keyword tools.Create a list of keyword variations and synonyms for “electric bicycles" for a PPC campaignElectric BikeE-BikePower BikePedal Assist BikePedelecMotorized BicycleElectric-Assist BicycleBattery-Assisted BicycleMotorized Cyclee-CycleElectric BicycleEBikeBattery BikeE-Pedal BikeElectric-Powered BicycleElectric MopedElectric-Assisted MopedElectric MotorcycleElectric-Assisted MotorcyclePower-Assisted BicycleAnalysis: I compared this to a list on the same topic generated by SEMrush. The lists are almost completely different. The SEMrush output is based on the current state of search history and features suggestions like "electric bikes near me" or "electric bikes for sale." It took some digging to get into some of the long-tail alternatives generated by ChatGPT, which might actually provide an edge for niche players.Create a mindmap for a product introductionNo alt text provided for this imageRichard Bliss of BlissPoint Consulting offered this idea:I asked it to create a text-based mindmap on what I need to do to promote an old product into a new market. ChatGPT suggested seven areas I needed to address. Each section had three sub-sections. I then asked it to expand on each section to dive deeper into ideas and tactics for pursuing the plan. It then provided 10 additional bullets for each subsection. I now have an extensive plan that my team can modify and adjust for our specific opportunity.This would have taken my entire team hours to develop. Now we have a base of ideas that allows us to focus on marketing execution and to come back and update the chat thread with new information as we gather itExample of initial mindmap:Provide a mindmap for somebody trying to open a new store selling electric bicycles into a new marketElectric Bicycle StoreResearch:-Target Market-Competition-Potential Customers-E-Bike Trends-RegulationsLocation-Location Analysis-Permits & Licenses-Lease NegotiationsMarketing:-Branding-Advertising-Social MediaOperations:-Business Model-Inventory-Staff-Suppliers-FinancesLaunch:-Set Up Shop-Grand Opening-Monitor & Adjust… could then ask ChatGPT to expand each section.Create instant social media postsNo alt text provided for this imageOne of my goals this year is to do a better job promoting my content by "atomizing it" into small chunks. Frank Prendergast uses this prompt to help him do that. Here was his prompt:Please find five 100-word snippets from this content that would make excellent and unusual social media posts:I tried this on my own for a post I wrote last week called You can’t be an expert. And you don’t have to be.It came up with some great little posts, complete with suggested hashtags (which I did not ask for)."Any hope of expertise has been overrun by the malignant complexity of our world. There is no single human whounderstands the internet or the economy or teenagers. So there really are very few experts in the world." #NoExperts#InternetEconomy #UnderstandingTeenagers"An effective leader doesn't need to have all the right answers. They need to have the right questions." #Leadership#RightQuestions"I'm not an expert in NFTs, but I have a digital wallet, bought a few NFTs, and created one. I even tried to publish anNFT book, but the tech world isn't there yet." #NFTs #DigitalWallet"Learn so we can unlearn. I explained in my book Cumulative Advantage that every shift in the status quo representsopportunity. Understanding the shift -- not necessarily mastering it -- can lead to breakthrough innovations, new businessmodels, and momentum for your business." #LearnandUnlearn #CumulativeAdvantage #ShiftinStatusQuo"Forget about having all the answers. But, you continue to have the right questions. And that's enough."#RightQuestions #LeadershipPlan an eventDaniel Nestle, the host of the Dan Nestle Show, shares: I’m on an event committee, and we’re planning a conference in Brooklyn in April. I asked ChatGPT, given the theme of the conference and the characteristics of conference attendees, to suggest a) an agenda for the conference, b) some ideas to make dinner more interactive, and c) dinner menu suggestions.It gave me all of the above, but I was particularly impressed with the dinner menu, which suggested vegan options and locally-sourced items.Find target customersNo alt text provided for this imageJulia Bramble offered this idea:I’ve been using ChatGPT for marketing research and thinking about unique customer offers. For example, you can ask which groups of people might be interested in a particular product or service -- then follow up by asking questions about what those groups of people currently struggle with related to that product or service, and questions about why they might not buy your product or service.Obviously, you get your best answers from asking actual people, but for initial research, it’s really helpful generating offers for a particular target market.Let's try it.I am selling electric bicycles in Seattle. Name 10 potential target customers for this productUrban commutersCollege studentsWorking professionalsOutdoor enthusiastsEco-minded individualsSeniors looking for an easier way to get aroundTourists who want to explore the cityFamilies with young childrenDelivery servicesCommuters on a limited budgetExplain why each market segment would like an electric bicycleUrban commuters - Electric bicycles offer a quicker, easier, and more eco-friendly mode of transportation for commuting to work or running errands.College students - Electric bicycles are a great way for college students to get to class quickly and on a budget.Working professionals - Electric bicycles offer a convenient and efficient way to commute to and from work without having to worry about traffic or parking.Outdoor enthusiasts - Electric bicycles allow for a more adventurous riding experience, offering more speed and distance than traditional bicycles.Eco-minded individuals - Electric bicycles are a great way to minimize one's carbon footprint while still getting around quickly and efficiently.Seniors looking for an easier way to get around - Electric bicycles provide an easier and more enjoyable riding experience, making it easier for seniors to get around town.Tourists who want to explore the city - Electric bicycles are an ideal way for tourists to explore the city and its attractions without having to worry about traffic or parking.Families with young children - Electric bicycles offer an easier and more enjoyable way for families to explore the city together.Delivery services - Electric bicycles provide a more efficient and eco-friendly way for delivery services to get their packages to their customers quickly.Commuters on a limited budget - Electric bicycles provide a more efficient and eco-friendly way to get to work or school, allowing commuters to cover longer distances for less money than other options.Outline an ad campaignNo alt text provided for this imageI gave ChatGPT a simple prompt: Create a PPC campaign structure for an "electric bicycle."Campaign Structure:Electric Bicycle Awareness: This campaign will focus on increasing awareness of electric bikes by targeting users who show an interest in cycling, green energy, and other related topics. Ads could include product information, customer reviews, and promotional offers.Electric Bicycle Engagement: This campaign will focus on engaging potential customers and generating leads. Ads could include product demos, free trials, and incentives for customers to make a purchase.Electric Bicycle Retargeting: This campaign will focus on retargeting potential customers who have already expressed an interest in electric bikes. Ads could include discounts, product upgrades, and customer testimonials.Provide the ideal ad copy for each campaignElectric Bicycle Awareness: "Introducing the world's most advanced electric bikes! Now you can ride farther, faster, and with less effort. Learn more about electric bikes today!"Electric Bicycle Engagement: "Try our electric bikes for free and see the difference! Get a free trial and see for yourself why electric bikes are the best!"Electric Bicycle Retargeting: "Don't miss out on this exclusive offer! Get a special discount when you upgrade to our latest electric bike today!"Product demonstrationsFiona Lucas has used ChatGPT for marketing and virtual product demonstrations. She offered this example:The conversational AI can be programmed to provide detailed and interactive simulations of the product's features and benefits, helping customers make informed purchasing decisions. Here's a simple example of how ChatGPT could be used to create a virtual product demonstration:"Can you show me a demo of a new smartphone?"ChatGPT: "Sure! Let's take a look at the latest model from XYZ brand. This smartphone has a large, vibrant 6.7-inch display, a powerful octa-core processor, and a triple-camera system. It also has a long-lasting battery and fast charging capabilities. Would you like to see a simulation of how these features work together?"User: "Yes, please."ChatGPT: "Okay, let's start with the display. As you can see, the 6.7-inch screen provides an immersive viewing experience, with vibrant colors and sharp details. The octa-core processor provides lightning-fast performance, so you can run multiple apps and games without any lag. And the triple-camera system allows you to take stunning photos and videos with ease. Do you have any specific questions about the camera?"User: "Can you show me how the battery performs?"ChatGPT: "Of course! The battery on this smartphone lasts all day, even with heavy use, and you can charge it quickly with the included fast-charging adapter. Let me show you a simulation of how the battery performs over a typical day. As you can see, after a full day of use, there is still plenty of battery life remaining."Calculate CAC and LTVFiona added that she used ChatGPT for marketing to teach customers how to calculate key marketing measurement values."Although I already have spreadsheets I use with my clients - I asked ChatGPT to give a simple outline of a spreadsheet to help clients work out their Customer Acquisition Cost and Lifetime Value … which it did in two seconds:"Sure, here is the equation to calculate CAC and LTV in Excel:Customer Acquisition Cost (CAC):Copy code= SUM(Marketing_Expenses + Sales_Expenses) / Total_New_CustomersHere, you would need to input the values for Marketing_Expenses, Sales_Expenses, and Total_New_Customers into separate columns in Excel.Lifetime Value (LTV):Copy code= Average_Revenue_Per_Customer * Average_Customer_LifespanHere, you would need to input the values for Average_Revenue_Per_Customer and Average_Customer_Lifespan into separate columns in Excel.Note: You may need to adjust the formulas depending on the specific data you are using. Additionally, these calculations are based on simplified assumptions and may not accurately reflect your business's actual CAC and LTV. Customers could probably avoid a spreadsheet altogether and simply input the numbers into ChatGPT and ask for a result.Lead nurturingNo alt text provided for this imageMary Kathryn Johnson of BotAcadamy said: I hate spammy direct messages and wanted to find a more human way to connect to potential social media contacts and encourage them to join my Facebook Group. I provided details to ChatGPT and asked it to "write a direct message for Facebook Messenger to connect with a friend, compliment them on their content, and invite them to join a FB group" The response:"Hey [friend's name], I hope you're doing well! I just wanted to reach out and say that I love following your content on FB, it's always so inspiring! I wanted to extend an invitation to join our private FB group, [group name]. It's a great community of like-minded individuals, and I think you'd love it. Let me know if you're interested and I'll send you the link! :)"I then asked: "How many conversational exchanges might be required to take a cold lead to a warm relationship that gets a download of a lead magnet?"With some explanation prior to giving an answer, the answer was: "On average, it may take anywhere from 3-7 exchanges to build enough rapport and credibility to encourage a download."I then asked, "write 5 chatbot exchanges to build rapport and credibility to encourage a download of a mindset coach's lead magnet."This resulted in some helpful ideas.I then narrowed the parameters to, "write a 5-part chatbot conversation of no more than 160 characters for each text exchange to get a user to show up to a coaches webinar."Create a simple engagement processFiona Lucas said, "I had a client with a new team, and I asked if they had a client engagement process. They didn't. So I asked ChatGPT for an outline:Introduction:The purpose of this policy is to ensure a consistent and professional approach to client engagement, so that our clients receive the highest quality of service and support. This policy outlines the steps and procedures for engaging with clients, from initial contact to project completion.Initial Contact:All initial contacts with potential clients must be handled in a prompt and professional manner. The first point of contact should aim to establish the client's needs, understand their challenges, and provide relevant information about our services and capabilities.Proposal and Agreement:Once a potential client's needs have been established, a written proposal should be provided. The proposal should clearly outline the scope of work, deliverables, timeline, and budget. If the client agrees to the proposal, a formal agreement should be signed to formalize the engagement.Project Management:All projects should be managed according to a defined project management process, which includes regular updates and communication with the client. The project manager should be the primary point of contact for the client and should ensure that all deliverables are completed on time and to the client's satisfaction.Quality Assurance:Our commitment to quality is reflected in our quality assurance process, which is designed to ensure that all deliverables meet or exceed our clients' expectations. Our quality assurance process includes regular reviews, client feedback, and ongoing testing and validation.Confidentiality:All client information, including confidential information, must be handled in accordance with our confidentiality policy. All employees and contractors must sign a confidentiality agreement prior to engaging with clients.Complaints and Disputes:In the event of a complaint or dispute, our client engagement policy outlines a clear and fair process for resolving the issue. The first step is to engage in open and honest communication with the client to try and resolve the issue. If the issue cannot be resolved, it may be referred to a higher authority for resolution.Conclusion:This client engagement policy outlines the steps and procedures for engaging with clients in a professional and consistent manner. By following these procedures, we aim to provide the highest quality of service and support to our clients.Note: This is a sample client engagement policy and should be customized to reflect your organization's specific needs, processes, and policies.Make your message more accessibleNo alt text provided for this imageFiona added another use of ChatGPT for marketing: "One that is a little more unusual -- I do a bit of work with clients on accessibility, and so I gave ChatGPT a sentence to transcribe into American Sign Language. It's a shame we don't have visuals yet, but I'm sure it's not far away. Here is what I asked:Convert this sentence into ASL"Welcome to today's event where you are going to learn the most amazing marketing tips ever"American Sign Language (ASL):Make the sign for "WELCOME" by waving your right hand in front of your chest.Point to your eyes to show "YOU."Make the sign for "TODAY" by pointing to your right temple with your index finger.Make the sign for "EVENT" by making an "E" handshape and moving it slightly in front of your chest.Sign "LEARN" by taking the "L" handshape and moving it from your forehead down to your chest.Make the sign for "AMAZING" by forming the letter "A" with both hands and moving them apart.Make the sign for "MARKETING" by tracing the letter "M" in front of your chest with both hands.Make the sign for "TIPS" by tapping your index finger against the tips of your thumb repeatedly.Finally, sign "EVER" by holding your index finger up, touching your chin and then extending it out.Optimize FAQsNo alt text provided for this imageYou can use ChatGPT to generate questions to help you develop customer FAQs.What are the top 10 questions a customer could have about electric bicycles?How fast can electric bicycles go?How long does the battery last?How much does an electric bicycle cost?Are electric bicycles easy to use?What is the difference between an electric bicycle and a regular bicycle?What safety features are included on electric bicycles?What type of terrain can electric bicycles be used on?Are electric bicycles easy to maintain?What is the maximum weight capacity of an electric bicycle?Are there any special regulations for electric bicycles?ChatGPT for marketing researchLet's say we want to extend our electric bicycle operations to Europe. We might ask:What are the largest manufacturers of electric bicycles in Europe?KalkhoffRaleighBoschBHHaibikeGocycleMoustacheSpecializedLapierreGiantWe know that ChatGPT does not have the most recent information so this has to be only a starting point for further research. I would expect that newer versions of the application will be more reliable.Design your own creations!Here are some guidelines to create your own ChatGPT uses for marketing:Define a role. One of the most effective ways to use ChatGPT is starting the main prompt with “Act like you are a ” or “You are this expert." If you’re asking for marketing advice, for example, start your prompt with “You are an experienced marketing advisor” or "speak to me as a professional speaking coach." ANother one I use is, "explain this as if the reader is in high school."Add context. If you were asking someone to complete a complex task, you would need to give them backstory and context so they can complete it effectively. AI is not any different, the more context you give, the more relevant, customized and useful the answer will be.Use the “regenerate” button and give it another chance. If you don’t like the reply, click “regenerate” at the bottom of the screen. You can still see previous answers to the same question displayed on left of the screen under the OpenAI logo.No alt text provided for this imageKeep tweaking. if your result is close but can be better, add another prompt under the result likemake it shortermake it funniermake it more academicTurn it into a table. ChatGPT has a unique ability to convert replies into tables, lists, flowcharts, code snippets, and more. If you don’t like long complex paragraphs, ask for the format to your use case and preferences, like a bullet list or a table.Try using ChatGPT on the fly. Are you ready to talk to ChatGPT in the middle of a project? The Promptheus chrome extension allows you to access ChatGPT using your voice. In the demo video for Promptheus, the user verbally asks questions and ChatGPT writes answers in real-time without missing a beat.Adjust the marketing organizationNo alt text provided for this imageWhile much of the marketing world is still toying with ChatGPT to write blog posts, industry leaders are already reimagining the very bones of the marketing function.Agencies are building their own platforms powered by OpenAI. An anonymous “AI-powered” agency called The Uncreative Agency gained traction in the advertising world by using OpenAI to generate humanless proposals within minutes based on just a few basic inputs. Pitches are then emailed to users as a PDF that includes ideas and illustrations along with a disclaimer that says the ideas “were, obviously, not very good…At least, not yet.”Some wondered who was behind the platform or if it was just some sort of stunt satirizing the current tech trend, but it turned out to be a project of DDB, which disclosed itself as the agency behind it. In the first week, more than 12,000 people from top agencies and consultancies used The Uncreative Agency, according to DDB, which is now launching a new human-AI hybrid platform to implement AI tools for creatives and also incubate generative AI startups.While this is a dramatic idea, it is our future. Every marketing job will be changed forever, and the companies that move rapidly will survive and thrive.Through an easy-to-use interface, ChatGPT puts the power of AI into the hands of any marketer. It's daunting to think where we can be with this technology as it improves exponentially in the months to come.