Episode 14
Brewing Success: How AI Tools Can Transform Your Marketing Strategy
Welcome to another steaming-hot episode of "Digital Coffee: Marketing Brew." Jonathan Green joins us to discuss the practical applications of AI tools like Bard, Claude, Perplexity, and ChatGPT, emphasizing their potential to streamline marketing tasks and enhance efficiency. Discover how AI can revolutionize research, content generation, and social media management, while also learning the critical importance of human oversight to mitigate risks associated with automation. Jonathan also shares insights on how to navigate the evolving landscape of AI applications and highlights the affordability of OpenAI's services, making it easier for entrepreneurs to adopt these technologies. Plus, he offers a free master prompt for those eager to dive into the world of AI, ensuring you don’t miss out on this valuable resource for boosting your business.
Takeaways:
- AI tools like ChatGPT can significantly enhance efficiency in marketing and PR tasks.
- It's crucial for marketers to maintain oversight when using AI to avoid errors.
- Trying different AI platforms like Bard, Claude, and Perplexity can optimize your workflow.
- Jonathan emphasizes the importance of human involvement in AI-generated content for quality.
- Investing time in learning AI tools can yield substantial time savings in daily tasks.
- AI isn't a replacement for human skills; it accelerates and enhances existing abilities.
Companies mentioned in this episode:
- OpenAI
- Claude
- Perplexity
- Microsoft
- Riverside
- Squadcast
- Descript
- Opus
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Transcript
And welcome to a new episode of Digital Coffee Marketing Brew.
Brett Dicer:And I'm your host, Brett Dicer.
Brett Dicer:But this week we're going to be talking about AI the thing that all marketers are worried about, trying to figure it out, trying to do their best to use it in the best possible way for this stuff.
Brett Dicer:But I have Jonathan Green with me and he is an expert using artificial intelligence for your online business and he's the best selling author of a chat chat GPT profits and he has a mailing list of over a hundred thousand subscribers and he hosts a podcast with 250 plus episodes.
Brett Dicer:So welcome to the show, John.
Jonathan Green:Thank you for having me.
Jonathan Green:I'm excited to be here.
Jonathan Green:Love talking about my favorite subject, AI.
Brett Dicer:Yeah.
Brett Dicer:And the first question ask all my guests is are you a coffee or tea drinker?
Jonathan Green:Tea.
Brett Dicer:Any specific?
Jonathan Green:I drink fruit tea.
Jonathan Green:I find tea unbearable like regular tea.
Jonathan Green:So I drink like four free fruit tea or mixed fruit.
Jonathan Green:It's the only way I can do it.
Jonathan Green:But yeah, I can't drink coffee.
Jonathan Green:It makes me sick.
Jonathan Green:So I have no choice.
Brett Dicer:Hey, that's fair.
Brett Dicer:I mean if it makes you sick, yeah, I wouldn't want anybody to drink coffee.
Brett Dicer:It makes them feel sick.
Brett Dicer:But I gave a brief explanation of your expertise, but can you summarize it a little bit more for our listeners?
Jonathan Green:Sure.
Jonathan Green:What I do is help people to understand how you can use ChatGPT to improve your processes, to speed up your business, to be a little bit better at your job, to save time or money and really focus on the implementation.
Jonathan Green:It's very easy to get distracted by how technical it can get.
Jonathan Green:There's every day there's a new white paper about how AI works.
Jonathan Green:Not really useful.
Jonathan Green:It's also easy to get distracted by all this new flashy features which are interesting things but not useful to you.
Jonathan Green:So I try to kind of walk that narrow band of is this practical use for entrepreneurs, small business owners and people that are trying to grow their business or of grow their career?
Jonathan Green:And in that case, there's a lot that AI can do for you that can really help you to be faster at your job, to save more time, to cut down on your costs and really increase your efficiency?
Jonathan Green:Because I can tell you for my business it's a lot easier to save a dollar than it is to make a dollar.
Brett Dicer:That's actually pretty true.
Brett Dicer:I mean making a dollar is especially now in this inflation rate.
Brett Dicer:It's making people go, should I actually spend that money for the AI or whatever else that you actually need them to actually Buy.
Brett Dicer:So I agree with that.
Brett Dicer:But since we're talking about AI, is your favorite tool Jet GPT or do you like Bard or whatever else is out there that I don't even know about?
Jonathan Green:I just got really good at ChatGPT first, so I became a power user.
Jonathan Green:And once you get really good at one, it's hard to justify jumping to another one.
Jonathan Green:I also have Claude, also Perplexity.
Jonathan Green:I was going to switch to Claude because it has a longer memory.
Jonathan Green:And then Chat GBG released an update last week that I'm a big fan of.
Jonathan Green:Perplexity for research.
Jonathan Green:Perplexity is up to date.
Jonathan Green:So it does research that's all the way through today because current Internet research, it's really good for that.
Jonathan Green:The thing ChatGPT stinks at and Chad GBD did just change their time window.
Jonathan Green: to have a cutoff of September: Jonathan Green:So they added in 18 months of more data, which is great.
Jonathan Green: ome places that were great in: Jonathan Green:So tears out of date is kind of a big deal for research.
Jonathan Green:So I use a lot of tools, but my core tool really is ChatGPT.
Jonathan Green:It's the one that I'm the best at.
Jonathan Green:I use some other specialized tools like use another tool for video editing and some other things, but they constantly pull those features into ChatGPT.
Jonathan Green:Like I was about to start using it for show notes, but it just does great podcast show notes.
Jonathan Green:It does all these other things now.
Jonathan Green:It can listen and watch video and see images.
Jonathan Green:So they're adding more and more features.
Jonathan Green:So it really is the powerhouse.
Jonathan Green:That's the main one that I use, and that's just part of it, because once you go to the system, you kind of want to stick with it.
Brett Dicer:Gotcha.
Brett Dicer:And so how can PR Pro, PR and Marketing Pro start to use like AI with their strategy and everything else?
Brett Dicer:How can they start to use that?
Brett Dicer:Because it's all great.
Brett Dicer:We're like, everybody should use it, but where do they start?
Jonathan Green:Yeah, that's a great place.
Jonathan Green:There's two areas I kind of take this approach with.
Jonathan Green:The first area is research, and the second area is kind of repetitive processes.
Jonathan Green:So anything you do that you do over and over again every week, you Spend a lot of time doing, whether it's responding emails, maybe if you're in pr, you send out a lot of emails about your new clients.
Jonathan Green:I get a lot of emails for people that want to be guests on my podcast.
Jonathan Green:I'm sure you get the same thing.
Jonathan Green:I get so many cold emails that are.
Jonathan Green:Obviously they've used an automation process that has mistakes in it because they'll point out the wrong thing or have the wrong link.
Jonathan Green:For my website, like someone sent me email, oh, I saw your podcast at.
Jonathan Green:And then it was a link to my blog, not my podcast page.
Jonathan Green:And I was like, you didn't even try.
Jonathan Green:Like, you didn't.
Jonathan Green:You know, and these processes that we are automating in a poor way before, you can do much better now.
Jonathan Green:You can speed that up, you can speed up your responses.
Jonathan Green:That's one of the first places you can do is how to help you with that.
Jonathan Green:If you're dealing with a lot of inbound, where people message you and they want you to represent them, then you can also use it to sort that data.
Jonathan Green:Start developer criteria.
Jonathan Green:Those are some of the first places to use it.
Jonathan Green:The next place for most people is content generation, whether that's writing emails, writing blog posts, creating social media content.
Jonathan Green:And it can either help you with coming up with ideas, if that's one of your weaknesses, or it can help you with actually creating the content.
Jonathan Green:So, for example, I have ChatGPT write tons of tweets for me and then I'll just pick.
Jonathan Green:I'll say, give me a list of 10 tweets on this topic and I'll pick two or three that I like and add those to my queue.
Jonathan Green:So those are some of the ways that I use it.
Jonathan Green:But it really is about looking at what are things that I do that are repetitive or what are things that I'm not very good at that I have to do to support the things I am good at.
Brett Dicer:Yeah.
Brett Dicer:And so should people actually, like, check it?
Brett Dicer:Because I know it's easy to be like, oh, I did it.
Brett Dicer:All I have to do is send it out.
Brett Dicer:But like you said before, even with automation, there can be issues where it's like, well, that wasn't even correct at all, or it's out of date.
Jonathan Green:I would always check it.
Jonathan Green:Because you can send something out.
Jonathan Green:Like if you send out an email that is offensive, you can't just go, oh, ChatGPT wrote it.
Jonathan Green:They're still going to go, yeah, but you sent it.
Jonathan Green:It doesn't give you kind of this magical protection.
Jonathan Green:So one of the things to understand is that AI is not able to do anything on its own.
Jonathan Green:If you leave ChatGPT to its own devices, like if you're not paying attention to the responses, it goes insane.
Jonathan Green:Within about 13 to 15 responses, within about 5 to 10 minutes, the responses are fully insane.
Jonathan Green:So you cannot take your eyes off it.
Jonathan Green:That's not how it works.
Jonathan Green:It really is like a car.
Jonathan Green:You wouldn't let a car drive itself.
Jonathan Green:I mean, I know they talk about that, but every time you see that it doesn't work out, it takes the person plus the machine to get the best results.
Jonathan Green:So you want your job really shifts from doing the task to oversight.
Jonathan Green:So I always my one of my biggest methods, I always ask for three or five or ten.
Jonathan Green:I'll say, write me three emails and I'll pick the one that's the best.
Jonathan Green:Or write me three short descriptions.
Jonathan Green:I'm always choosing and this keeps me in that mode.
Jonathan Green:Instead of going, I like this or I don't like it, I need to edit it.
Jonathan Green:I would rather just have it write me three emails and I pick the best one.
Jonathan Green:Much easier process.
Brett Dicer:Yeah.
Brett Dicer:And so there are many different tools.
Brett Dicer:Like what's the best use case?
Brett Dicer:For example, I use Cast Magic for show notes and it also writes additional things.
Brett Dicer:I think it uses either OpenAI or Jet GPT, which I think is the same thing, but it uses that.
Brett Dicer:So is there like specific tools that will use Chat GPT that they can actually use without actually going to it?
Brett Dicer:Like how does that work for marketers?
Brett Dicer:Because like I said, there's a ton of tools that will use OpenAI and everybody's like, I don't know which one's which.
Brett Dicer:What should I use?
Jonathan Green:Most tools, probably 90 to 95% of them are using the OpenAI API.
Jonathan Green:A few use the anthropic Claude's API, but not very many.
Jonathan Green:Every time you see an AI writer, a tool that does blog post writing or any type of writing, there, it's chatgpt.
Jonathan Green:It's just a reskin.
Jonathan Green:I'm 100 time, I've never encountered one that isn't.
Jonathan Green:So it's possible the one that exists, they'll say they're an AI.
Jonathan Green:They often charge more.
Jonathan Green:OpenAI at max is $20 a month.
Jonathan Green:So any tool that does writing that's more than $20 a month, you know they're overcharging you.
Jonathan Green:So that's one area.
Jonathan Green:There are other types of tools that can be really useful.
Jonathan Green:There's a bunch of tools that are part of my Tech stack that do use ChatGPT in different ways and they're just faster.
Jonathan Green:So I have a tool that I use for running my Twitter.
Jonathan Green:I have a tool I use for running my LinkedIn.
Jonathan Green:There's purpose built tools.
Jonathan Green:I use a software, I'm sure you're familiar with these that takes your my podcast or my video long form videos and cuts up into social media clips.
Jonathan Green:I of course have to watch those clips to make sure that they are good.
Jonathan Green:But that's another type of tool that I use that speeds up my process.
Jonathan Green:I use another AI that after I record a podcast like this, it edits the whole thing for me and switches back and forth to whoever's talking and creates a transcript of the show and does that heavy lifting for me.
Jonathan Green:So I no longer have a video editor for my show.
Jonathan Green:Saves a huge amount of time, takes like 10 minutes for it to render, whereas it used to take my editor three to five days.
Jonathan Green:Just waiting for it to for the turnaround time is so much faster.
Jonathan Green:So there are some other tools that are useful and can be helpful for someone, but really most tools are relying on the brain or the AI engine which usually comes from one of the big companies.
Jonathan Green:And they're all like Claude is partially owned by Google, ChatGPT is 49% owned by Microsoft.
Jonathan Green:So each company has one.
Jonathan Green:Twitter just came out with one, Facebook owns Llama.
Jonathan Green:So each big company kind of has one and that's their next iteration of social media.
Jonathan Green:But the real magic is looking at your process and going this is where there's an opportunity for me or this is an area where I have a problem.
Jonathan Green:Then you look for that specific tool.
Jonathan Green:So I've gone through so many video editors constantly improving my process, things that were I was using a purpose built tool or an Adobe Premiere add on to do the episode, editing, flipping back and forth between the speakers and then my recording software just added as a feature.
Jonathan Green:I was like oh my gosh, now I don't need this other software that's $30 a month.
Jonathan Green:So things are happening so fast that there's a new tool or the specific tool coming out every single week.
Jonathan Green:So it's really a great time to be a buyer.
Jonathan Green:Especially because OpenAI with their pricing of $20 a month and no limitations on how many questions you can ask or how many response you get has put this massive downward pressure on what companies are charging for AI.
Jonathan Green:So tools that are coming out this year are cheaper than tools that came out last year.
Jonathan Green:And I think it's a really, it's like a great time to be a consumer in that way because all these softwares everyone's looking at like pricing some Software like was $150 last year and now it's $39 a month this year.
Jonathan Green:It's like that's a huge difference.
Jonathan Green:So it doesn't have to be expensive.
Jonathan Green:That's one of the important things is you can be very lean as far as expense and get really, really good results.
Brett Dicer:Gotcha.
Brett Dicer:Yeah, you're right.
Brett Dicer:I use Opus Clip for the scheduling out and doing that.
Brett Dicer:It does a pretty good job.
Brett Dicer:I've used another one, but I think I like this one a little bit better.
Brett Dicer:And yeah, the one for Adobe Premiere.
Brett Dicer:Unfortunately it's not for DaVinci Resolve, but I know the one you're talking about that will cut it up for you.
Brett Dicer:So are you saying that Premiere just added like a feature for that as.
Jonathan Green: Well in: Jonathan Green:So I use Riverside, which is very comparable to squadcast but squadcast is better because there's less lag.
Jonathan Green:I've noticed because I've used both I use for different projects.
Jonathan Green:This one it's easier to have a conversation, whereas Riverside, there's a slight lag but Riverside added that feature and I was like, oh my gosh, this is a crazy add on.
Jonathan Green:So every tool is adding more features like descript.
Jonathan Green:Originally I was using that as my transcription tool, but now it's a video editor and also they've added features like it will make the social media clips and it does the thing where it'll make your eye look at the camera if you look away from the camera, which is like such a crazy feature.
Jonathan Green:It doesn't work perfectly yet when it does it for my eyes it looks weird.
Jonathan Green:But they're all.
Jonathan Green:Every tool is adding more and more features to kind of keep you on board.
Jonathan Green:So there kind of is a race to add the most features, the best quality and it's a really good thing.
Jonathan Green:But yeah, that specific plugin, I forget what it's called.
Jonathan Green:We were using it and then Riverside just added the feature and I was like, whoa, this is it.
Jonathan Green:Huge add on because it saves you so much time now.
Jonathan Green:It used to be so hard to get transcription done a couple of years ago.
Jonathan Green: ing with transcription around: Jonathan Green:And I've tried every tool from drag and dictate, which used to give you 1 out of 20 words was wrong and no punctuation so that's a nightmare.
Jonathan Green:Just a giant wall of text you have to re edit all the way through human employees.
Jonathan Green:And now everything.
Jonathan Green:I end up with three or four transcripts of everything I do.
Jonathan Green:Because then Riverside transcriptionist, then the YouTube creates its own transcript and then my descriptive created transcripts.
Jonathan Green:So it's like I've got transcripts coming out my ears and everyone, like everyone's making them.
Jonathan Green:So what used to be hard has become easy.
Jonathan Green:And then you just look at, well, which is the most accurate.
Jonathan Green:Just like you're using opus, there's probably 20 competitors.
Jonathan Green:I use video, but there's not a really major difference between them.
Jonathan Green:Right.
Jonathan Green:It's just personal taste.
Jonathan Green:And that's like where we're at now.
Jonathan Green:And that is like Riverside's adding it, Descript is adding it.
Jonathan Green:Everyone's adding those tools.
Jonathan Green:So they're kind of having to compete and create new features.
Jonathan Green:I know Opus just released a bunch of B roll features which are very interesting.
Jonathan Green:I was like, oh, that's cool.
Jonathan Green:I want to check that out.
Jonathan Green:And I look at now every tool is a social media schedule.
Jonathan Green:Do you remember there was no such thing as social media schedule 10 years ago?
Jonathan Green:And now it's like every tool has it and it's almost overwhelming that you're scheduling for every single tool.
Jonathan Green:So tools that I used last year, I don't use anymore because there's all these really cool things coming out now that make it so much easier.
Brett Dicer:Yeah, I've still have a Riverside one, but I.
Brett Dicer:I think I've done Squad cast because their scheduling is better because Riverside doesn't really have the scheduling, which annoys me a little bit.
Brett Dicer:That's the one part I'm like, just get a scheduler so you can use you more effectively, like.
Brett Dicer:But no.
Brett Dicer:Yeah, I've used video.
Brett Dicer:Video as well.
Brett Dicer:It's actually pretty good.
Brett Dicer:But moving back to more like pr, will this save them time?
Brett Dicer:Because, I mean, PR people are always looking and the main thing for PR is finding the journalist and making sure the journalist still works there and making sure that they know what they've written so they actually pitch them the right story.
Brett Dicer:Will this save them time?
Brett Dicer:Because, I mean, we're all human.
Brett Dicer:We'll have a finite number of hours in a day.
Brett Dicer:And if you're sending a bunch of emails to a bunch of different places, you're not really going to remember all that.
Brett Dicer:That's a little data overload or breathing overload.
Jonathan Green:This is a great question because it's very specific.
Jonathan Green:I love it.
Jonathan Green:So one of the best areas is for targeted research.
Jonathan Green:So what you can do is feed an AI the person's name and especially if you have a link to them on their website, say, hey, I want you to find everything by this person.
Jonathan Green:What are the type of articles they're writing?
Jonathan Green:How frequently are they writing?
Jonathan Green:Are they writing for any other places?
Jonathan Green:So this is something Perplexity is better at than ChatGPT.
Jonathan Green:Perplexity AI is free.
Jonathan Green:They do have a 20 paid upgrade.
Jonathan Green:I've never needed to upgrade because the free tool is so crazy good for research.
Jonathan Green:And you can use these other tools to find the other articles they've written and say, hey, what type of style did they do?
Jonathan Green:How often does this person write like negative articles, right?
Jonathan Green:Because you know, some people, they, that's their game.
Jonathan Green:They'll write a couple of positive ones and a bunch of negative ones.
Jonathan Green:You don't want to accidentally put your client in that situation where they might get a hit piece right on accident.
Jonathan Green:Like, last thing you want to do is bring that to someone so it can do things like that and say, oh, how long has this person been writing?
Jonathan Green:What type of stuff do they write?
Jonathan Green:And then you go, oh, you know what?
Jonathan Green:This person only does actors or, you know, oh, eight out of ten articles are for actresses or six out of ten are singers.
Jonathan Green:So you can use it in exactly that way to kind of collate the research so that you don't have to read each article and look for the similarities.
Jonathan Green:Which sometimes for us is like, that's a boring process, right?
Jonathan Green:It's very mechanical.
Jonathan Green:But to say, oh, this person hasn't written an article in six months, that's good to know.
Jonathan Green:That immediately saves you time.
Jonathan Green:Go, oh, they're probably not writing there anymore.
Jonathan Green:They may not be writing.
Jonathan Green:Maybe they've gone off to write their own book.
Jonathan Green:You never know.
Jonathan Green:So it can really do that where it does that actual research.
Jonathan Green:One of the things you can have it do is actually read the person's book.
Jonathan Green:So every, my experience is almost every journalist wants to be an author.
Jonathan Green:Every author is trying to get on the news.
Jonathan Green:It's like this cycle where everyone wants to be what someone else is doing.
Jonathan Green:So you can have it read their book to get a sense of what they wrote about.
Jonathan Green:And then you message them.
Jonathan Green:You can actually specifically say, oh, it's interesting that your book talks about this.
Jonathan Green:And this is why my clients are good fit for what you talk about.
Jonathan Green:Now you've kind of hit them in a new angle.
Jonathan Green:Because normally, yeah, you'll.
Jonathan Green:Normally when you're Doing a little research.
Jonathan Green:You might read like the most three recent blog posts, but no one reads someone's book as part of the research.
Jonathan Green:But the AI can do that.
Jonathan Green:There's a bunch of free AIs that will do that.
Jonathan Green:ChatGPT will do it.
Jonathan Green:Claude will do it.
Jonathan Green:Perplexity will do it because they have a large enough memory banks so you can do that really quickly.
Jonathan Green:It's one of the things that I do is I'll have it read a book for someone to read my podcast and say, oh, come up with questions based on this book that I might want to ask.
Jonathan Green:And then I'll choose which ones from that that I find interesting.
Jonathan Green:But they're really, really good at research, really good at spreadsheet stuff, really good at data analysis, kind of figuring out what do these things have in common.
Jonathan Green:And from there you can jump off and say, hey, who are similar writers who might be a good fit for, like, me to pitch this person to?
Brett Dicer:Yeah.
Brett Dicer:I mean, the other thing is that PR people sometimes have to write crisis plans.
Brett Dicer:And are we going to have to put a little section for AI if it goes off the rails?
Brett Dicer:Because, I mean, you can say that, oh, I did this, but I mean, it ultimately is going to be the business's fault for using the AI.
Brett Dicer:So are we going to have to have a new, like, avenue for AI for crisis, and, like, we let it do whatever it wants?
Brett Dicer:Because I'm pretty sure eventually it's going to get to that point.
Brett Dicer:We're going to be like, oh, now we have to like, crisis that part out.
Brett Dicer:Are we going to start to see that eventually?
Jonathan Green:So there's a couple of specific incidents that have happened.
Jonathan Green:The first is that every time someone releases a Twitter AI, people see how fast they can turn it racist.
Jonathan Green:It's happened like six or seven times.
Jonathan Green:Like, and people are always going to do that because to number to enough people that's funny.
Jonathan Green:Whether you think it's funny or not, to enough people, it is to see if you can make a robot turn bad.
Jonathan Green:Just, like, how fast were people trying to turn chatgpt bad?
Jonathan Green:So remember Microsoft released a bot a couple of years ago and I think they got it to say some horrible stuff within, like, it wasn't a full day.
Jonathan Green:They had to take it down within a day because it was saying, like, shocking stuff.
Jonathan Green:And it's like, it shows you that an AI can be tricked.
Jonathan Green:That's really the lesson in that.
Jonathan Green:And then a couple of months ago, a lawyer went to court with a bunch of cases that chatgpt gave him, but they weren't real.
Jonathan Green:And he goes, But I asked ChatGPT over, yeah, if someone lies to you and then you go, are you lying?
Jonathan Green:They're not going to go, yes, I'm lying.
Jonathan Green:Right?
Jonathan Green:So it goes, yeah, these are real.
Jonathan Green:And he brings the.
Jonathan Green:Because he didn't understand the kind of.
Jonathan Green:The underpinning.
Jonathan Green:So he got in a lot of trouble.
Jonathan Green:He got censored.
Jonathan Green:He almost lost his ability to be a lawyer.
Jonathan Green:He got a lot of trouble.
Jonathan Green:Like, the judge was not pleased.
Jonathan Green:It was a really big deal.
Jonathan Green:You can't just go, oh, the computer tricked me.
Jonathan Green:So you will have to maintain oversight.
Jonathan Green:I don't think you can blame the AI.
Jonathan Green:OpenAI has said they will cover you if you get accused of plagiarism.
Jonathan Green:Anything in that area, if you get sued for plagiarism.
Jonathan Green:But yeah, for if it says something like messed up or something like that.
Jonathan Green:That's why you do have to read it, because things will slip through.
Jonathan Green:You can use it for small things like keeping track of YouTube comments.
Jonathan Green:Say, oh, let me know if a YouTube comment needs to be deleted, because it will read them all and look for keywords.
Jonathan Green:That's something it can do.
Jonathan Green:But as far as like actually letting an AI write an entire press release and no human reads it, I wouldn't do that.
Jonathan Green:I think that the idea that an AI can do something without human involvement, that's a big mistake.
Jonathan Green:And you can see that like as soon as after this episode, when you run the thing through Opus clips, at least two of them will be terrible.
Jonathan Green:Probably more than that, right?
Jonathan Green:Two of them.
Jonathan Green:You go, this is horrible.
Jonathan Green:Whenever I do one, it always grabs the opening half of the opening music.
Jonathan Green:I'm like, that's not a clip anyone wants to see.
Jonathan Green:It's half of the introduction.
Jonathan Green:Doesn't make any sense.
Jonathan Green:So AI still are very error prone and it's why the human part will not disappear.
Jonathan Green:So the definitely a big mistake you can make is the 100% AI thing.
Jonathan Green:I mean, people still do horrible stuff and then say they got hacked all the time.
Jonathan Green:I don't know if everyone's getting hacked so frequently and the first thing people do is post something messed up to Twitter.
Jonathan Green:Maybe, But I think that we're still using these kind of suspicious excuses.
Jonathan Green:We don't need to switch to the AI did it yet.
Jonathan Green:And you have to use it like any other tool.
Jonathan Green:You still have to use it responsibly.
Jonathan Green:It can't replace your intelligence, it can accelerate your intelligence, but you have to still do Error correction, because it will make mistakes and that's why we still need our jobs.
Brett Dicer:And so can AI help create great campaigns for marketers, for PR pros?
Brett Dicer:Because, I mean, the analytical side, it seems to be like the best spot for now.
Brett Dicer:I mean, eventually it'll probably get better, but the analytical side, like you said, could be great.
Brett Dicer:So could it help, like, drive the ideation of like a great digital marketing campaign or a great awareness campaign for pr?
Jonathan Green:Yeah, I use it a ton for copywriting.
Jonathan Green:I use it a lot for marketing campaigns.
Jonathan Green:It's really good at ideas.
Jonathan Green:And there's a couple of ways to use it that are very, very creative.
Jonathan Green:And I'll share a few with you.
Jonathan Green:So if you say right in the style of, and then you provide a variable, you will get a.
Jonathan Green:It will change everything.
Jonathan Green:So you can say write in the style of, and then you can just use the name of an actual marketer and it will say, hey, what would so and so famous marketer do for this campaign?
Jonathan Green:And it will come up with something and you can change the name of the market.
Jonathan Green:If you don't know famous marketers here you say, who are the top 10 marketers of all time?
Jonathan Green:What it will tell you is the 10 marketers has the most data on.
Jonathan Green:So then you just go through all 10 until you find one you like.
Jonathan Green:I do this with copywriters, also does brand.
Jonathan Green:So I'll write as I write this sales letter in the style of Harley Davidson, and immediately you're going to see the word open road a lot, sunset a lot, freedom a lot.
Jonathan Green:And then sometimes you have to do a negative and say, but don't use the name of any specific motorcycles or motorcycle parts because it will start talking about like a dovetail this and a feather, like specific motorcycles, which is not what you want because motorcycles.
Jonathan Green:But now it has an Americana way of talking.
Jonathan Green:It doesn't sound like a specific person.
Jonathan Green:If you say talk like Apple, Apple's put out a lot of ads in the last 40 years, since they started in the early 80s, right.
Jonathan Green:So you have a language that's completely different and you can go through really big brands and capture their language in that way.
Jonathan Green:So you could pull in a lot of different ideas, whether talking about specific, using specific marketers, specific copywriters, or specific brands.
Jonathan Green:Those are some of the ways that I quickly create a really different answer.
Jonathan Green:And then again, that's the fastest way to do it.
Jonathan Green:I'll say I'll go through 10, and then I'll just pick my favorite.
Jonathan Green:And that does 90% of the work for me.
Jonathan Green:So the secret is knowing that ChatGPT has too much data, not too little.
Jonathan Green:So what I'm actually trying to do is eliminate everyone else except Harley Davids or everyone else except Apple or everyone else except McDonald's and use just this one data set.
Jonathan Green:Same thing.
Jonathan Green:When I narrow it down to one author, one copywriter, I'm saying don't use other copywriters.
Jonathan Green:Because here's the thing, if you say design a commercial, most commercials are bad, right?
Jonathan Green:Most commercials fail because the majority of commercials are local commercials.
Jonathan Green:Just like most websites are bad.
Jonathan Green: m, they were made in like the: Jonathan Green:Those geocities websites, those angel websites, what they're called, or the AOL websites, they're all bad, right?
Jonathan Green:They used to play music.
Jonathan Green:As soon as you visited the website, it was flashing colors that would make you dizzy.
Jonathan Green:But if you narrow out and say, don't include those, just include this successful brand or this successful website as an accessible person.
Jonathan Green:Now it's using a data set that all has good data and you're getting a much better response.
Jonathan Green:Yeah, you can merge voices and create your own custom voice.
Jonathan Green:You can say, oh, here's the things I like.
Jonathan Green:Here's the things I don't like.
Jonathan Green:Especially now with the release of GPTs, which is where you can create your own custom character or custom.
Jonathan Green:They call it a GPT, which is kind of annoying because it's GPT inside of a GPT.
Jonathan Green:Like, don't give it a name.
Jonathan Green:But basically this is what I do a lot of, is I create really specific characters that are experts at certain things, have a certain way of talking.
Jonathan Green:So I call them cyber staffers.
Jonathan Green:The name doesn't really matter, it's just what you call it is.
Jonathan Green:I have one that's like a younger girl who does Twitter, I mean, does LinkedIn, TikTok.
Jonathan Green:She's annoying because she talks very fast.
Jonathan Green:She talks in 30 second bits, she talks in seven second bits.
Jonathan Green:But she's really good at TikTok, the lady who does my LinkedIn.
Jonathan Green:She's mid-30s, she's a little more business, she has a different way of talking.
Jonathan Green:And in between I have my Twitter expert who's not that annoying, but she's always happy, which sometimes you don't want.
Jonathan Green:But that's how you want to post on Twitter, to resist the urge to post negative.
Jonathan Green:So there's separate personalities that have separate expertises that speak in a different voice.
Jonathan Green:So you can create a skill chain A personality using the big five personality type, which is the ocean personality.
Jonathan Green:You can give it a specific personality.
Jonathan Green:And you can also create a custom voice which says, oh, you talk about these things, but you don't talk about those things.
Jonathan Green:You kind of are.
Jonathan Green:And you can feed in those different brands that you like and the brands that you don't like.
Jonathan Green:And that will create a really customized voice.
Jonathan Green:And when you do that, that's when you get something really magical, something really amazing that no one else has.
Jonathan Green:It's completely unique.
Brett Dicer:Gotcha.
Brett Dicer:And what would you say for like those that are hesitant about AI?
Brett Dicer:Because this is still pretty new for a lot of people.
Brett Dicer:I mean, a lot of people used to doing it all by hand or by search.
Brett Dicer:Google search was the first, I guess AI, but very basic.
Brett Dicer:So what would you say for those that are hesitant, like, I don't know about this, I don't want to make it feel like that I'm not really working because people can actually probably suit or surmise that people may not be working.
Brett Dicer:You're just giving it to AI.
Brett Dicer:You're not really doing much.
Brett Dicer:So what would you say?
Brett Dicer:Those people are hesitant about using it right now.
Jonathan Green:So AI is not a replacement.
Jonathan Green:It's an accelerator.
Jonathan Green:So I can write software.
Jonathan Green:I've written several pieces of software using AI, but I will never write software as good as a developer who's using the same AI.
Jonathan Green:Right.
Jonathan Green:I can create images with an AI image generator, but an artist will create better images.
Jonathan Green:I'm a really good writer.
Jonathan Green:I write books.
Jonathan Green:I've written a lot of books.
Jonathan Green:I've written several hundred bestsellers.
Jonathan Green:So with AI, I can write amazing books.
Jonathan Green:But it's because it's accelerating what I'm already really good at.
Jonathan Green:So whatever you're good at, it makes you faster and more efficient.
Jonathan Green:And it can take, if you're a low skill person, it can bring you up to like an okay, but it can't take you from 0 to 10.
Jonathan Green:Like it can't make me a 10 out of 10 PR person, but if you're a 10 out of 10 PR person,.
Jonathan Green:It can make you 40% faster.
Jonathan Green:I understand the hesitancy because we think of it, oh, this is going to replace people, but not really.
Jonathan Green:What it's actually doing is making everyone a little better at their jobs.
Jonathan Green:What's really happening in the shift right now is the people who adopt earlier are getting faster and we go through these phases.
Jonathan Green:The phases we go through is first it's like, oh my gosh, look at this new tech.
Jonathan Green:Then we Go, it's cheating.
Jonathan Green:Then we go, okay, it's allowed.
Jonathan Green:And then we go.
Jonathan Green:It's mandatory.
Jonathan Green:If you look at calculators.
Jonathan Green:When calculators came out and became affordable in the early 70s, there were people who said, how can a kid learn math if they're allowed to use a calculator?
Jonathan Green:Then what happened?
Jonathan Green:They go, oh, a few years later, okay, you're allowed to use calculator in class, but not during the test.
Jonathan Green:Then it was, okay, you can use calculator to the test now.
Jonathan Green:When I went to high school in the 90s, calculator required.
Jonathan Green:You had to have a graphing calculator, and they gave you a list of choices of which one to have.
Jonathan Green:And you had to have it because you had to do the things.
Jonathan Green:I never learned how to draw like a cosine graph by hand because I learned how to do it on the graphing calculator and that was good enough.
Jonathan Green:In fact, we would show on the graphing calculator, and if it had the right picture, you'd get the points.
Jonathan Green:Same thing happened with Google, right?
Jonathan Green:It was like, oh, you're not allowed to use Google in school.
Jonathan Green:Then it was like, okay, you're supposed to.
Jonathan Green:You're expected to use.
Jonathan Green:Expected to use your cell phone.
Jonathan Green:And the same thing with AI we're going to go through.
Jonathan Green:It's not allowed at school.
Jonathan Green:It's cheating to.
Jonathan Green:Okay, you're allowed to do it, but not during the test to.
Jonathan Green:Now it's mandatory.
Jonathan Green:Because what we want to do is have people that are good at using AI to do their jobs.
Jonathan Green:Nobody would hire an accountant who says, I don't use calculators, right?
Jonathan Green:Would you trust a bookkeeper who goes, I don't do spreadsheets.
Jonathan Green:I do it by hand.
Jonathan Green:You'd be like, what?
Jonathan Green:Because that's really your choice.
Jonathan Green:You can have a PR person who can do 10 things a day or one who can do 50.
Jonathan Green:Of course you're going to hire the second person.
Jonathan Green:Now there is the fear of a drop in quality, which I completely understand.
Jonathan Green:That's why you have to oversight.
Jonathan Green:So you can say, oh, it's written 50 emails.
Jonathan Green:I'm going to read all 50 before they go out.
Jonathan Green:That saves you the time because you can read faster, you can write.
Jonathan Green:That's really where the magic happens, where you don't give up the thing you're really good at.
Jonathan Green:You don't want to give that up.
Jonathan Green:But then you go, I'm going to do more of that.
Jonathan Green:I don't need to write every email.
Jonathan Green:I can go through and just tweak each one to make it a little better.
Jonathan Green:I don't need to do all the research.
Jonathan Green:I can just double check this to make sure it's right.
Jonathan Green:That's where you get really fast.
Jonathan Green:Like, I had an AI edit my last book.
Jonathan Green:Why?
Jonathan Green:Because that's a huge amount of time saving.
Jonathan Green:I don't need to spell every word right and worry about that because ChatGPT always spells every word right, doesn't make grammatical mistakes, so it solves that problem.
Jonathan Green:I still read through it because sometimes it may change.
Jonathan Green:I go, no, no, you're drifting.
Jonathan Green:I still read every single word to make sure it didn't go off track.
Jonathan Green:So you're still involved.
Jonathan Green:That's really where the magic comes.
Jonathan Green:It's all about seeing it as the working together.
Jonathan Green:On its own, AI can't really do anything.
Jonathan Green:And on your own, you're limited by your ability and by time.
Jonathan Green:Working together you can accelerate.
Brett Dicer:And where do you see the impact of AI coming in the next five years?
Brett Dicer:Sure.
Jonathan Green:I think there's going to be the people who think it's a fad.
Jonathan Green:Most of them are going to be unemployed in three to five years.
Jonathan Green:They're just going to be replaced by people who learn to use AI.
Jonathan Green:Because why would you hire someone who can't use a calculator?
Jonathan Green:Right?
Jonathan Green:And that's one of the worries I have for people that don't take it seriously.
Jonathan Green:Because this is right now, we're in the optional phase.
Jonathan Green:People go, oh, it's cool if you learn it.
Jonathan Green:There are already people who are getting raises based on their knowledge of AI.
Jonathan Green:People are already talking about, oh, I got a 20% raise because I'm good at AI.
Jonathan Green:I got a 40% raise because I'm good at AI.
Jonathan Green:That's a lot of money, right?
Jonathan Green:20%, 40% single raise.
Jonathan Green:This is over the last six months.
Jonathan Green:That's a huge difference.
Jonathan Green:So it's already happening.
Jonathan Green:And then there's going to be companies that the same thing happens.
Jonathan Green:They go, oh, we're not, we're old school.
Jonathan Green:We're not going to get involved in that.
Jonathan Green:And what's going to happen is that it's the same thing.
Jonathan Green:Like all the companies that 20 years ago or 30 years ago said, oh, we don't need a website.
Jonathan Green:What happened to them?
Jonathan Green:They're gone.
Jonathan Green:They went out of business.
Jonathan Green:Right?
Jonathan Green:Then what happened?
Jonathan Green:All the companies said, oh, we don't do social media.
Jonathan Green:They all do it now, right?
Jonathan Green:Everyone's advertising on Facebook and Twitter and whatever.
Jonathan Green:Like they're all over every platform.
Jonathan Green:Why?
Jonathan Green:Because it's not really optional.
Jonathan Green:So we are in the phase right now where it's a big opportunity.
Jonathan Green:It's wide open market for people to learn.
Jonathan Green:You can be the first person at your company or the first person in your market or first person in your area to get good at these tools.
Jonathan Green:It's a massive advantage over the competition.
Jonathan Green:But eventually they're going to shift from optional to you're going to see this.
Jonathan Green:When you see like job postings, it's going to start going like, oh, AI skills A plus.
Jonathan Green:Then it's going to switch to AI skills mandatory.
Jonathan Green:That's what's going to happen.
Jonathan Green:That's where you're going to see it first.
Jonathan Green:And that's where it's going to be really scary for people who've lost their job and now they're seeing every job in their market has AI skills mandatory.
Jonathan Green:Now they're going to go back and try and catch up on three years of everyone else learning.
Jonathan Green:The cool thing right now is no one has more than a year of AI skills.
Jonathan Green:Anyone who tells me they have three years of experience AI, I go, no, you don't.
Jonathan Green: Nothing about AI from: Jonathan Green:Nothing from last year matters.
Jonathan Green:Anything pre chat GB 3.5 is irrelevant because it's been replaced by everything happening this year.
Jonathan Green:The cool thing is no one has a massive advantage.
Jonathan Green:I only have like an eight, eight months more experience than anyone else.
Jonathan Green:That's not a huge insurmountable advantage.
Jonathan Green:And that's why it's really actually a big opportunity.
Jonathan Green:The people who see it as an opportunity who are going to accelerate and it's the people who think it's a fad who are going to kind of suffer the most, unfortunately.
Brett Dicer:And then so let's say for those already into their career and having to pivot, how, how should they start to pivot?
Brett Dicer:Because I feel like the younger people are going to be a little bit easier to be like, oh yeah, I'll just try this out.
Brett Dicer:But it's mostly the older ones.
Brett Dicer:The seasoned professionals are like, nope, I've done this way.
Brett Dicer:I will not change.
Brett Dicer:Whatever people say, I can do it better.
Brett Dicer:So how can they pivot to that with all the, all the knowledge that they have as well?
Jonathan Green:The cool thing about ChatGPT is it's a really low learning curve.
Jonathan Green:The bad thing with all these AIs is it seems really hard because they have no onboarding process.
Jonathan Green:So I tell most people who go through my program or that I deal with, if you Just read my book or watch a bunch of YouTube videos.
Jonathan Green:Just say, I'm going to spend one day, I'm going to give this eight hours and I'm going to put up with this and I'm going to go.
Jonathan Green:And I don't care if the AI thinks I'm stupid.
Jonathan Green:If you let go of that fear of the AI judging you, which I used to feel that way too, like I don't want to ask a stupid question or write a stupid prompt.
Jonathan Green:If you let go of that, you can learn it in eight hours, in one day, one business day, you can become a skilled user.
Jonathan Green:That's what's really cool.
Jonathan Green:It seems really hard because they don't offer any onboarding.
Jonathan Green:And I know that, and I know why they do that.
Jonathan Green:But I also know that you can get past all of that very quickly.
Jonathan Green:So it takes one day to become a pretty good user and just playing around with it, just trying prompts, just watching some YouTube videos, you can grab my book, whatever.
Jonathan Green:You don't have to, but you can.
Jonathan Green:And that's a all you need to get started.
Jonathan Green:That's how I started.
Jonathan Green:I just watched a ton of YouTube videos.
Jonathan Green:I go, oh, I think I can do that.
Jonathan Green:And then I said, oh, you know what?
Jonathan Green:I think I can do that better.
Jonathan Green:And that's really how I kind of pushed myself up, is that I kind of have this ideas and then I test them, I go, I can do this better, I can do that better.
Jonathan Green:I can tweak this, I can tweak that.
Jonathan Green:That's where all the magic happens.
Jonathan Green:So once you have that approach, that's the real game changer.
Jonathan Green:It doesn't take a long time to learn it.
Jonathan Green:And you can just try and go, oh, it's good at this, it's not good at that.
Jonathan Green:So I'm constantly discovering new things that it can do because they're updating it all the time.
Jonathan Green:They don't tell you.
Jonathan Green:So when I first tested it, I said, how many programming languages do you know?
Jonathan Green:And ChatGPT told me five programming languages.
Jonathan Green:Then I asked it, two months later, it listed 14.
Jonathan Green:I was like, you haven't told anyone that you learned nine new languages.
Jonathan Green:You only know if you ask.
Jonathan Green:And now I'm sure it's even more, probably dozens now.
Jonathan Green:So they're always adding new features, always adding new skills, and really it's just about learning a new way to use a tool.
Jonathan Green:I know it seems daunting, but compared to learning some of the software that's out there now, that's so Much harder.
Jonathan Green:Like trying to explain to someone how to use Facebook from the ground up.
Jonathan Green:It's unbelievable, right?
Jonathan Green:Facebook has so many features and groups and pages.
Jonathan Green:Like trying to explain the difference between a group and a page.
Jonathan Green:To me, I still don't get it.
Jonathan Green:It's like, what is happening here?
Jonathan Green:There's so many complex things.
Jonathan Green:There's a Facebook event.
Jonathan Green:This is a different type of event.
Jonathan Green:And all these integrations.
Jonathan Green:Here's where you upload a picture.
Jonathan Green:Here's where we upload a business picture.
Jonathan Green:This is a reel.
Jonathan Green:This is a, like, all of this stuff.
Jonathan Green:It's really complicated compared to that.
Jonathan Green:The idea that it's basically like a small person that can help you with tasks, if you just think of it as like an assistant, then it's not so daunting.
Jonathan Green:It just.
Jonathan Green:It seems scarier than it is because most of the content online is like, look at all these crazy things.
Jonathan Green:You can robot that goes out and does all the work.
Jonathan Green:You don't need all that.
Jonathan Green:What you just need is something that goes, oh, you know what?
Jonathan Green:This does something a little faster for me.
Jonathan Green:Instead of having to read all the articles, this will read the articles for me and give me the highlights.
Jonathan Green:Stuff like that is where you can start with just summarizing and doing those faster.
Jonathan Green:And you start there and you look at what you do every week and go, hey, what do I do that's repetitive and that I can replace?
Jonathan Green:That's really how I approach it, is replacing the things I'm not very good at that are.
Jonathan Green:That are kind of next to my area of excellence.
Jonathan Green:And I look at things that are repetitive that I just can save time.
Jonathan Green:That's where I would start.
Brett Dicer:Gotcha.
Brett Dicer:And should they test out Bard and Chat GPT just so they know, like, because, I mean, I'm pretty sure some people may like Bard Over Jet GPT.
Brett Dicer:Not saying anyone's better or not, but should they try out all of them and figure out which one works for their better workflow?
Jonathan Green:Absolutely.
Jonathan Green:You should try Bard, you should try Claude, you should try Perplexity.
Jonathan Green:And you should try ChatGPT.
Jonathan Green:And maybe I hate the name.
Jonathan Green:I don't know why they call it Grok from Twitter like that.
Jonathan Green:Or from X.
Jonathan Green:They're changing the name of everything so that one might turn out to be good.
Jonathan Green:I don't know.
Jonathan Green:Because that one is going to be fed all the data of every tweet anyone's ever written, which I don't know if that's a good thing or a bad thing.
Jonathan Green:Probably a bad thing.
Jonathan Green:But not the best data set, but if you want to be good at Twitter, I guess that's a great place to use it.
Jonathan Green:But I would try them all and see if there's one that's intuitive to you.
Jonathan Green:I just got lucky that ChatGPT is very intuitive to me.
Jonathan Green:It's not gonna be that way for most people, but I know people that really love Claude and hate chatgpt.
Jonathan Green:They each work a slight different way.
Jonathan Green:I really love Perplexity.
Jonathan Green:I find it really easy to use.
Jonathan Green:I think it's actually more user friendly than any of the other ones because it's really simple and what it does, it just does research, but it does it very well and it gives you all of its notes in a really professional way.
Jonathan Green:It says, oh, this article came from here.
Jonathan Green:Here's the highlight.
Jonathan Green:This arcade for years highlight.
Jonathan Green:So I would try them all out, see which one you feel good about, and then spend one day learning it.
Jonathan Green:You just spend one day.
Jonathan Green:You can master it.
Jonathan Green:It's really all it takes.
Jonathan Green:And then because it's conversational, once you get comfortable talking to it, you can get better and better and better and just become a master over time.
Brett Dicer:Gotcha.
Brett Dicer:And so where can people find you online?
Jonathan Green:Sure, you can find out everything about me by just googling serve.
Jonathan Green:No master.
Jonathan Green:So that's my website, that's my everything, my first book.
Jonathan Green:And that will give you everything.
Jonathan Green:And if you go to served master.com forward/master, I'll give you for free my master prompt, which really switches ChatGPT into question answer mode so that it will do the heavy lifting, kind of shows my formula for that to make it really easy for beginners.
Brett Dicer:All right, any final thoughts for listeners?
Jonathan Green:I'm excited that you're here.
Jonathan Green:This is a great topic and showing that AI is really going to kind of affect every different industry and that if you see it as something, oh, this is a tool that can help me do things a little bit faster, save me a little bit of time.
Jonathan Green:That's really the right way to see it.
Jonathan Green:Not something that's going to take your job away because it's not going to be replacing very many jobs.
Brett Dicer:All right, thanks John, for joining Digital Coffee Marketing Brew and sharing your knowledge on AI.
Jonathan Green:Thank you for having me and thank you for joining.
Brett Dicer:As always, please subscribe to this podcast of all your favorite podcasting apps and join us next month as we talk.
Brett Dicer:Talk about what's going on in the PR industry and talking to great values at the same time.
Brett Dicer:All right, guys, stay safe.
Brett Dicer:Get to understanding how AI can better help your workflow and see you next month later.
