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So What? Generative AI in Sales

So What? Marketing Analytics and Insights Live

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In this week’s episode of So What? You’ll learn how and when to apply Generative AI in Sales, how to build a customer profile, revising sales content, and when you should and shouldn’t use generative AI in sales.

Catch the replay here:

So What? Generative AI in Sales


In this episode you’ll learn: 

  • How to build a customer profile
  • How to revise sales content
  • When you should and shouldn’t use generative AI

Upcoming Episodes:

  • So What? Walk through of AI course – 12/14/2023


Have a question or topic you’d like to see us cover? Reach out here:

AI-Generated Transcript:

Christopher Penn 0:44
All right, everyone, it is Thursday. It is the Trust Insights at weekly labs annual weekly live stream. So what the marketing analytics and insights live show, Katie is off today, defending Gotham and fighting crime in the streets of New York City. You know as as Batwoman. So it’s just John tonight.

John Wall 1:05
That is over. Yeah, no, that was Shrek department store because he sent pictures of the tree down there. So yeah, she’s right to right up against the penguin.

Christopher Penn 1:14
Exactly. Today, we’re gonna be talking about generative AI in sales using generative AI for the purposes of sales. So, John, you do a lot of selling of things, marketing over coffee, sponsorships, Trust Insights, speaking deals, courses and consulting services. And who knows what else you’re selling on a regular frequent basis? So when you think about the use of generative AI and and what it can do, what are the use cases in sales that come to mind for you right away?

John Wall 1:47
Yeah, the big thing is, you know, I followed along, you come up with the six cases for generative AI, I’m sure we’re going to delve into that. But that’s really been my number one approach to this is that you can use these AI tools to basically hone your pitch, do a lot of the, you know, first drafts that are always the most painful to do. And then being able to summarize and boil down information is also huge. If you’re lucky enough to have, whether it’s customer feedback, or you know, some kind of surveys that you can go through AI is just massive leverage as far as being able to get more done with the same amount of stuff. So, yeah, I think, and like you’ve talked about, it’s just, I love the idea of an army of robots helping out and making the kind of the ugly work easier and faster.

Christopher Penn 2:33
Speaking of ugly work, do you find yourself ever wanting to do more in depth analysis of sales? Zelt, like sales operations is looking at the the the deal records and saying, Well, you know, what’s, what’s winning? What’s not winning?

John Wall 2:48
You know, now we’re not to that point, and this is something we see all the time in B2B is that there’s just not enough volume. You know, it’s like, probably this year, I had like, 15 conversations that were for, you know, real huge money. And, you know, you can dig into each of those deals and, and figure out what’s you know, why they went the way they did or whatever it’s not like, like, a great example is the stuff that you’ve done, as far as call center data, like we have clients that have 15,000 calls a month, and be able to throw that into a model and churn it out and say, Okay, these are the top five things you need to fix in your sales or customer service process. Like, that’s just amazing. Yeah, unfortunately, we are, you know, still fighting the fight person to person, we don’t have enough piles of data to be able to churn through stuff. But and I’m also here to learn to you know, you’ve been on the cutting edge, we’re doing a bunch of this stuff. So I’m sure you have some ideas on how we could even on a small scope use this. So I’m excited to dig in.

Christopher Penn 3:45
Yeah, well, so the Unsurprisingly, the place we’re going to start is with the Trust Insights, five p framework, which is purpose, people process platform performance. And whatever task you’re thinking of in sales, you have to start here to figure out what is the purpose of that task? And what would be the purpose of using AI for that task? Who are the people that need to be involved, both from a doing the thing, as well as approvals, etc? What’s the process for that task right now? Is you know, how well broken out is and how well documented is? What’s the platform that you’re going to use? And is integration an issue? So a lot of shops use Salesforce or Hubspot, if you want to be more than an ad hoc one off? You might have to say, well, well, we need to figure out the requirements for making it work with our platform or in cases like you know, Salesforce and Hubspot using the native AI tools built in. And at the end of the day, the performance which is if we implement this task partially or fully with AI, what how do we measure the success? What happens the does do we measure on time like the task is done that much faster? Do we measure on revenue you know, this this task that maybe wasn’t getting done? Now is getting done and we can attribute X amount of dots dollars in revenue to it. So that’s sort of the five P’s. Now, to get to the purpose, the first place that we would start with purpose building is the user story. This is something that you’ve heard a whole bunch of times, it is as a, wherever you are, I need you, so that you know the outcome. So think about some of the things that you mentioned, John, for example, fixing sales, copywriting, what would be the user story for justifying or piloting the use of AI? For that particular task? How would you state that as just a story?

John Wall 5:37
Yeah, the classic one would, that would be you know, as a sales or marketing exec, I need to create multiple iterations of the same offer, so that I have, you know, 30 different versions to run on Google ads and Facebook ads, you know, because you kind of have a rough idea of what your pitch is. But once you start testing it on a paid network, you’re gonna want to have a bunch of variations. And yeah, thrown that into a large language model and have it do all that copywriting to give you 30 Different takes of basically the same pitch. That’s a huge time saver.

Christopher Penn 6:09
So is it is the outcome, that you’re just not doing it right now? Or is the outcome that you’re doing right now? And you’re saving time by having machines do it?

John Wall 6:18
Yeah, I mean, right now not doing it, you know, it’s just too much of a heavy lift. I mean, a lot of shops right now would have a person doing that as their full time job, you know? Got it. Okay.

Christopher Penn 6:29
So I think that’s a good place to start. So as a sales sales professional, I need to generate several dozen different sales pitches from the same starting point, using general AI so that I save time and can adapt pitches to the audience. Does that sound like it makes sense?

John Wall 6:50
Yeah. And maybe so that allows, you know, I can find the three most effective versions.

Christopher Penn 6:58
Got it. Okay. So there’s a performance measure there. And that’s really important, because having that as being the having that be part of the five piece, if you’re trying to find the best performing pitch, that’s an important consideration, you know, that’s that really is the so that so I can find the best performing top pitches for this thing. So for anything, but especially for sales, I mean, sales has relatively, I would say standardized outcomes, right? You sold something, you made some money, or you didn’t, there’s not a lot of wiggle room there. So let’s get started then with with that process of how we would do that. So the first thing we need to think was, do we have sales pitches? So is there a sales pitch that you want to start with?

John Wall 7:45
I think a great one would be the generative AI, we have what we posted in social last week for the generative AI course. And that would be a great place to start because that’s where we would, you know, generate the ads from that.

Christopher Penn 7:58
Okay, so let’s see. I’m gonna go dig around here and my, my advertising and marketing, general AI course promotion. That sounds like that sounds like the right one, right? So that would be this one here.

John Wall 8:13
Okay, so you equate, yeah, that’s good stuff.

Christopher Penn 8:17
Alright, so the first thing we want to do then is we want would want to have some kind of go ahead, close this out here, we want to have some kind of starting point. So what is when you we’ve talked about the 30 different variations and things and getting in finding the best pitch? What do you think is the blocking obstacle right now in this pitch, other than the fact that you just don’t have people that makes a pitch less successful?

John Wall 8:46
It’s more that it’s a mystery box of like, you know, basically, this whole pitch here has to get boiled down to meet the size requirements, you have a you know, you have to pull it up, it’s like X number of characters first line, and then you get a second three lines of copy, and then just one click to action. So we have to boil this down into smaller bits. And so then we’re stuck with the challenge of like, okay, so there’s seven takeaways there, or whatever, you know, we can maybe fit in one or two, which ones do we go with?

Christopher Penn 9:18
So you’re writing social ads, or Google ads for this is.

John Wall 9:21
Yeah. You know, going into channels. Yeah.

Christopher Penn 9:24
Got it! Okay, so let’s, let’s fire up our standard general AI interface. I’m gonna we’re gonna use ChatGPT. For this will switch over to the GPT-4 model. However, you can use any of the language models that are available. Google just announced that Gemini is now part of Bard. So if you suppose it has the best performance for the non paid chat, but that remains to be seen, maybe we’ll do a bake off towards the beginning of the year to see how that’s going. So let’s start real simple. The framework that we want to use for this sort of thing, is what we call the race framework, roll action context execution. So So having that information, will will make this work better. So let’s do URL. So you are so what platform using Google ads are? What do you want to start with?

John Wall 10:10
Yeah, let’s start with Google. Sure.

Christopher Penn 10:12
Google Ads Certified Professional. You know, Google ads, Google ads, performance Max, CPC campaigns, CPA campaigns, display advertising. Pay Per Click, search engine, marketing, SEM, search ads. Your first task will be to summarize and condense the following sales pitch into a Google Ads compatible format. Okay, what are the Google Ads formats these days? Because it’s been a hot minute since I’ve run one.

John Wall 11:01
Yeah, I’m in the same boat. Actually, I can pull up an AdWords and see what’s going on here.

Christopher Penn 11:09
Okay, that’s responsive search ads. They’re now called. So we have responsive search ads. Benefits, how it works create responsive ad. Okay, we have headlines. What are the space requirements of responsive search ads? Or Google ads? Let’s see. I think it’s still what 35 characters for the headline and nine grand for the- hm?

John Wall 11:58
That’s what I remember. Yeah. I’m not guarantee that but it’s a good place to start.

Christopher Penn 12:02
The requirements for the ad template, our headline 35 characters maximum responsive ad copy, 90 characters, maximum display URL, destination URL. two and five characters maximum. The goal is to generate different variations of the ad ads. Based on the copy. Okay, who’s our target audience? Who do we want to have by this thing?

John Wall 12:51
Yeah, target audience would be marketing professionals. And hopefully marketing professionals that are I don’t I kind of that’s the thing more about that marketing professionals looking for how to use generative AI as part of their tactics and have a budget for training.

Christopher Penn 13:15
They have a a training budget, and they have the authority to make purchases, or any demographics or information about these people.

John Wall 13:30
I mean, you can set marketing professionals between the ages of 21 and 40.

Christopher Penn 13:37
What about instead of do stuff calendar age where we say people who have been in the in the marketing profession for what how many years? Three years? Five years?

John Wall 13:48
Yeah, I mean, it could be even one or more year, I think, okay, just because this is definitely stuff that gets farmed down to rookies in a lot of places.

Christopher Penn 13:55
Okay, yeah, that way, we’re not being ageist. We’re just saying, Okay, you probably are not a first day on the job.

John Wall 14:04
Right, and you’re not a CMO.

Christopher Penn 14:09
Right. Okay, so that’s, that’s our target buyer. Let’s see. Google Ads response of search ads examples. Let’s take us even just find a couple of basic responsive search ad templates here you can borrow. You’d think it’d be easy to actually find. Okay, here we are. So let’s see. Yep, so we have headlines descriptions. I don’t have a sample right. So let’s do here is the ad copy. Let’s go ahead to our our sales pitch copy here.

Before we begin, what questions do you have? That, by the way, is probably one of the most important things people just do not do is ask the machinery, what else do you need to know to do this task? Well? So let’s see. You mentioned target market professionals is once he is expensive, are they in specific industries or company sizes? is the target audience broad within the field of marketing? I think that is a very good question. I think the answer to that could be things like, yeah, maybe companies just 50 million or $50 million in revenue and up, right.

John Wall 15:42
Yeah, that’s a good, you know, the odds of that having budget are a lot higher. That sounds good.

Christopher Penn 15:47
They work at companies with an annual revenue of 2 million or more. All right. We have primary offer focus. So sales pitch offers both workshops and the course what should we focus on?

John Wall 16:06
Yeah, focus on the course definitely. Okay.

Christopher Penn 16:14
The sole focus of the ads should be directing people to the course, the course URL to use is AI course. Let’s see. What are the most critical points that emphasize? I would say the last last two, right, the hands on workshop, what you think is more important hands on workshop for comprehensive nature?

John Wall 16:47
Hands on probably

Christopher Penn 16:51
Got it. The main value proposition and focus should be on the hands on nature of the course as a differentiator. Okay, we also have random elements. Should the trusses spread? They’re not necessarily how many add variations? Let’s see. 220? Yeah. We want to generate at least 20 different distinct ads. Let’s see AV testing considerations, not right now. Display URLs, destination URL, that’s all set there. So you focus on the basic ad structure. Okay. So we’ve got now the enhanced requirements, generate 20 different ads based on the requirements.

John Wall 17:54
Dump them into an Excel spreadsheet, too.

Christopher Penn 17:58
Um, let’s see if we can do it first. At all. Because things like character counts, language models have a really hard time counting, because they’re not good at math.

John Wall 18:27
This is dead on! It’s a thing of beauty. Oh, isn’t that funny? It’s changing the display URLs, though. That would be one thing you’d want to say. Right? You’d say the display URL must always be Oh, no, actually, the display doesn’t have to be at the destination needs to always be the same.

Christopher Penn 18:49
That said I would, I don’t know if I would have different display URLs. And although I guess it’s an interesting tactic to think about,

John Wall 18:59
Right. That’s one of those. I you can run afoul with that right, though. I mean, that’s, we don’t really know how that gets enforced. But it is an interesting, that’s definitely worth testing. I would test it in one iteration to see what it does. Yep.

Christopher Penn 19:14
Okay, so clearly it can do this. Right. So now one of the things you were asking about is can we get it to you want it in a spreadsheet format, right?

John Wall 19:22
Yeah, that makes life easier as far as when it comes time to upload a thing.

Christopher Penn 19:28
Generate it as a pipe delimited table in Markdown format, with the following columns. One headline, column two, description, column three display URL column for destination URL. And we’ve decided that we didn’t particularly like the wild things. So let’s use this for both the display URL and the destination URL.

Okay, so that’s we’re gonna give it a formatting instructions, remember and the race structure, role action, context execute. This is all execution here. Now we’re giving it very clear details. Let’s see just for fun. After you generate the table in Markdown format, make the table available as a CSV file and provide a download link. Let’s see if we can. Let’s shoot for the moon here. And let’s you know for for time sake here, let’s just switch this down to five. Because see Gemini, five different ads. Alright, let’s see what happens here.

Ah, so it’s actually going to build it in Python so that it can make it the CSV export. That’s interesting, huh? So it knows that it can’t natively generate a CSV file, it has to use its Python laboratory to do that.

John Wall 21:36
And but then will it kick that automatically to? Or do you have to grab the Python and just export it?

Christopher Penn 21:43
Let’s see. There’s the results. I created it. Out there goes. The CSV file is it says it’s downloaded, loaded. And let’s go and opened up an Excel here. And there it is.

John Wall 22:02
That’s the run. Wow. Now that’s silly. You also like blew my mind with another thing, though, this idea that you can just have it start running Python for you. That seems like an interesting avenue.

Christopher Penn 22:15
Oh yeah. I mean, it, the model, is very capable of all this. So now you’ve got your ads spreadsheet pretty much ready to go. Now you could have it generate more and more and more of these things and stuff like that. That’s one example. I think it’s a very useful example of using these tools for sales for at least for demand generation. The second thing that you’re talking about is using it for managing copy itself. So one of the things you can do to to make that work really well is do what’s called a custom GPT. And we’ve talked about this in previous episodes, where you’re going to build a customized version of ChatGPT that focus on focuses on a very specific set of tasks. One that I’ve built in the past is called a sales email copywriter. So I took a whole bunch of different examples of good copywriting and a whole bunch of guidelines about how to do good copywriting and put it into the sales GPT. So let’s let’s look at the back end here so we can see what’s in there. So this thing helps to have sales emails with conversion writing best practices. You’re a world class copywriting pro in the same league as copywriters, Ann Handley, Joanna Weaver, and Andy Crestodina. You know, all these things. Here’s a whole bunch of documents, your your, your job is to produce good sales copy. So let’s, let’s get this custom GPT rolling. We want to take that same pitch and probably work with the summary.

John Wall 23:48
Yeah, it’ll be interesting to see how that slanted where it goes.

Christopher Penn 23:52
First, let’s establish who our audience is for doing some sales copywriting. After all, it makes sense to know the audience first, right. So we’ll have a little conversation here and see what the machinery comes up with. I’m going to provide you with three LinkedIn profiles of people who are our target audience. Give these profiles are read and come up with a single summary of who our audience is, what is important to them, and okay, you can stop that if you’re just making things up. What is important to them and what things might appeal to them. Alright, so let’s take, we have, let’s go ahead to our document here are three LinkedIn profiles. So this is you, me and Katie, obviously, we know that this would not be the exact ones. But these are the profiles we clearly have permission to use. Let’s see what we come up with.

So what it’s doing is what a process called retrieval augmented generation where it knows, the tool knows that we’ve given the data. And to use that data as the reference point, because a lot of what it started pulling out here was just making things up, we didn’t actually give it any information. So it was essentially hallucinating. Now, we’ve given three different PDFs. And I should point out that these PDFs contain a lot of information. So let me open up mine here, while it’s doing a thing. So this is from my LinkedIn profile. It contains the big summary about me my experiences, my interests and stuff like that. It’s got this, this profile was over 21 pages. So there’s there’s quite a lot of information in there. But that’s enough information, enough words, that it should be able to come up with something here’s let’s look at yours. So this is this is your profile, there was is two page profiles. But there’s still a decent amount of stuff like your your job titles and stuff like that in there as well. All right. So we have after reviewing LinkedIn profiles, a target audience, your sales, copywriting can be summarized as follows professional background expertise, significant positions in their respective fields, marketing and technology, interested in goals, interesting, innovative marketing strategies, learning technologies, things like that. Appeals and motivations focus on driving measurable results, increased revenue, market growth, or improved operational efficiency. length should be professional, concise, and jargon approved for marketing tech savvy individuals. So that’s, that’s essentially a much more behavioral buyers profile than saying, you know, people who are in the workforce, five years of companies 50 million and up. The big takeaway for folks watching this is, you want to do this exercise with your ideal customer profiles. Whoever your your best buyers are, or your aspirational buyers, the people you want to have buy your stuff. This is the exercise to do because now we have this thing. Next, what we’re going to do is we’re going to say, Great, now I’m going to provide you a sales pitch, evaluate the sales pitch against this buyer profile you’ve just generated from LinkedIn profiles, analyze the sales pitch and make recommendations, in bullet point format, four ways in two categories, two categories. One, in what ways does the sales pitch resonate with the buyer profile? Two, in what ways could the sales pitch be improved to resonate better with the buyer profile. So let’s go ahead and provide it now. We’ll go back to my text document here and grab our sales pitch from earlier same exact pitch. So nothing new and different here.

And let’s see what it comes up with.

We should move our livestream to not middle the day because ChatGPT is the busiest time. Yeah. If you Google for people searching for ChatGPT login, basically it follows the workday. You know, as soon as the workday starts, people start hammering and it follows the workday from like, Western Europe, all the way. Pretty much to Asia. So there’s like eight hours of the day when people are like not hammering on this this poor thing.

John Wall 29:31
Yeah. Right. There’s like 16 hours basically non stop.

Christopher Penn 29:35
Exactly, just as people are working on it. Yeah, this is it is very unhappy right now. But what this spits out, then we should split as is those two lists of recommendations, which is here’s what you did well, and here’s the places where you could have done better in your sales pitch. And then from there, if you want to do you could say well, okay, well help me rewrite the sales pitch to To fix the problems that you’ve located.

John Wall 30:17
It’s like maximum drama.

Christopher Penn 30:22
Fun side note, you can actually tell how heavily loaded OpenAI servers are based on the speed of response, like how quickly it’s generating tokens. Like right now it is slammed when I was when I was working early this morning around 6:30am. Eastern time, it was just, you know, boom, just throwing stuff out. This was like ahhh

John Wall 30:43
Yeah, like, with that wide of a timezone like this is pretty much peak. Oh, wow. Suddenly, some server rebooted and came back online.

Christopher Penn 30:54
That’s likely there was another job on that particular instance, it just fish. So okay, we got here. What resonates with the buyer profile emphasis on cutting edge technology focused on efficiency and time saving hands on learning and practical application, testimonials from relevant professionals strategic and tactical knowledge. So that those things that did well, in our pitch, improved for better residents, more specific business outcomes, highlight data driven insights, case studies of successful implementations addressed industry challenges directly, professional and expert tone. customization options emphasize competitive advantage. The last one’s kind of interesting, let’s dig into that boy, show me an example of some copy that would emphasize competitive advantage in this sales pitch. Because that’s not something that we spent a whole lot of time on. But it is one of those things for people who are very, very concerned about competitors. You can see that being something that would make them go Oh, yeah, I could, I can see some value in this. So here’s how example how you can emphasize competitive advantage in the sales pitch. And the rapidly evolving field as a movie trailer, and the rapidly evolving world of marketing, staying ahead just isn’t an option.

John Wall 32:13
Of course, 10,000 years in the making.

Christopher Penn 32:20
Good. Alright. What sets you apart, of course, early adopter advantage customers, as solutions for your unique brand. accepts data driven decisions, outsmart the competition? Join us that’s not bad. That is not bad at all.

John Wall 32:39
That’s interesting. So I had when it said competitive advantage, my first thought was talking about things that separate our course from other courses. But what they really meant was talking about how giving, you know, taking the course will give you a competitive advantage.

Christopher Penn 32:54
Right, which resonates well with the basically good sales training, right? Like what’s in it for the buyer, they don’t care about our course they care about themselves.

John Wall 33:02
Exactly. It’s a how do you know, how are you going to get bigger, stronger, faster with this course.

Christopher Penn 33:06
Now, see, this is really interesting. So now, I like this, I like this, that that pitch a lot that I think there’s a very clear use case for that pitch. So what I would do is, let’s take this now from earlier, right, throw it back in the ad generator, throw it back in the ad generator. And let’s see what the ad gender comes up with ad for the back competitive pitch. So you would it just to give you a sense of architecture, you’ll have the custom GPT-3 that has all the insights that you want to provide about your customer, your ideal customer, and your marketing pitches, and the style of marketing and sales you want to do. And then you would then take that into other more tactical implementations, like write an email about this write a, you know, whatever about this. And so it would continue, you would continue to be able to make very refined copy. So let’s take a look at how that’s doing here. AI marketing revolution, AI driven marketing, Ed, innovate with AI transform your marketing with AI, custom AI solutions. Yeah, that’s, that’s pretty decent, you know. And of course, it’s going to spit out the CSV file. So kind of what you were asking about earlier, John, when we started the show, can I just get those 30 ad combinations? Yeah, you can. But now we’re saying not only can you get those 30 ad combinations, you can get through different personas, through different value points. So you could probably make before the end of the day, you could probably make a couple of 100 ad variations here. And as long as you have the budget to support it, you know, training in on these things, you could generate an awful lot of ad copy and different pitches on different topics.

John Wall 34:43
Yeah, and it’s just great how it’s kind of like, it’s not just swapping out a bunch of synonyms, you know, it’s a totally different approach of like, okay, here’s, we’re going to pitch this value over here, and we’re going to pitch it in that voice and we’re going to pitch a different value. And in a different voice you, you can just get a whole lot more done than trying to grind that out by hand.

Christopher Penn 35:08
Let’s see what it says for ad address industry challenges directly, it’s not actually legitly curious to see how, what it’s what it thinks we should extend out in our marketing of the course.

So one of the things they don’t like about this particular version, this particular version is talking too much about us and not enough about the customer.

John Wall 35:45
Little ironic saying that, AI is a solution to content saturation, generating more stuff, the solution has stuff we’re going to generate.

Christopher Penn 36:07
So those are the direct challenge. This is a long pitch.

John Wall 36:17
They’re starting to loosen it a bit to their it’s kind of like, Hey, you can also talk to everybody in the community about your problems, that’s like, exactly, we’re not going that far.

Christopher Penn 36:27
It’s it’s too self centered rewrite this pitch to focus more on the customer.

One of the things that you’ll want to do is you want to have in your prompts a set of rules, like what are the things that we don’t want to do in our pitches. And so if you want to be truly, you know, customer centric, audience centric, you have to specify that in the rules. Otherwise, these tools will not know that’s what you mean, because they’re always going to do a mathematical average of what they know about a given topic, even with the data you provide. And if all their sales examples are, hey, we’re awesome looking at our cool thing, and we’re a great company. That’s what it’s going to spit up. All right, in your journey as a marketer, you face a rapidly evolving landscape, you’ll transform these challenges in the greatest opportunities standard feel like so this is much better, as we’re saying the word you an awful lot and much less of we, us, and I.

Practical hands on skills, immediate action plans. ongoing support and resources. Yeah, so that’s, that’s better. Okay, so your workflow is, do your five P’s, do your user story, got to narrow down what the purpose is, then start gathering up your data. So we gathered LinkedIn profiles, to do the custom GPT, we gathered up a bunch of examples of really good sales pitches. We then did the basic example of building some ads and setting up an ad Google Ads template here. And then we went ahead and use the existing custom GPT-3. And if you want to see other custom GPT-3, and the process for building one soup to nuts, you can find that over on our YouTube channel. Because that’s from previous episodes, go to trust, you can find those. And then we have, we’re now creating the sort of round robin process of use the custom GPT to evaluate, based on all this knowledge, and then use the tactical chat for specific channels, email, social ads, Google ads, and so on and so forth. What did we forget, John, that would make your life easy continue to be easier as as person trying to sell good stuff? Yeah.

John Wall 38:59
Going through the similar thing, having it do, okay, do a two week email campaign dropping, you know, four emails. And then the other thing is, I would have sample emails for different markets, different verticals, and say, hey, just rewrite these. But for this course, like that would be an easy way to get those ugly first drafts on.

Christopher Penn 39:21
No, yeah. I mean, they may not be all that ugly. Actually, these are the drafts that I came up with here. Pretty good.

John Wall 39:27
Yeah, it’s definitely, you know, and the other thing is, you can start getting to a B testing to like, do that, and then give me four variants of it. And then that’d be great. Go through all the variants and pick what you like, or just straight up test them right from there, if they’re good enough, but yeah, that’s a another way to jump ahead of things and get more done in the same amount of time. Exactly.

Christopher Penn 39:47
And even with with it being slow, we ended up with what about 30 different ads, Google ads, and three different email pitches. So there’s that that was a very productive half hour that’s It would take us a whole lot longer to do it by hand.

John Wall 40:03
Yeah, to get that, that’s a day’s work right there, you would want to crank that out in one day. And then the next day, go back and prove your copywriting to make sure it all works. So now you’re just jumping right to day two from Star.

Christopher Penn 40:13
Exactly. So that’s gonna do it for today’s show on gender AI in sales. These are just a couple of examples. Now there’s a lot more because obviously, the job of sales is is gigantic. There’s many, many different tasks. But these are two tasks, which, like John was saying that are pretty big time suck. So you’ll spend a full day coming up with this kind of pitch with the custom GPT if you’ve got those customer profiles, you can have it even just do the pitch from scratch. So we had an existing pitch, but you could have a do the pitch from scratch and say, Hey, I need to sell this thing, here’s what’s for sale, give me some ideas and just have a chat with it hence the name ChatGPT to come up with a customer centric benefits focused pitch that would hopefully you know if you give it the right profiles will resonate with those people and help you understand okay, this is what will actually work for this group of people and the more valid relevant information you can provide, the better these tools will perform. So if you are curious about using this at across your marketing across the scale of what it is you’re doing, we have a new course out that it will be goes live in less than six days, December 13 Go to trust course this is generative AI for marketers, it is 499. If you use the discount code, Early Bird 300 all one word, after December 13. It goes to 799. So if you are interested in seeing a lot more of this stuff, plus explaining the race framework and a lot more detailed things that is the place to go. So any final parting words, John?

John Wall 41:56
Jump on the course. This is it. This is the way it is. So save yourself some time and get a lot more done.

Christopher Penn 42:02
All right. We will see you all next time. Thank thanks for watching today. Be sure to subscribe to our show wherever you’re watching it. For more resources. And to learn more. Check out the Trust Insights podcast at trust AI podcasts, and a weekly email newsletter at trust Got questions about what you saw in today’s episode. Join our free analytics for markers slack group at trust for marketers See you next time.

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