The Social Media Takeaway - Louise McDonnell

How to Use ChatGPT for Business: How Coaches and Consultants Can Stand Out and Be More Productive with Louise McDonnell

• Louise McDonnell • Season 1 • Episode 26

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I really do believe that ChatGPT makes me way more productive and I get way better results from what I do. The Americans would say garbage in, garbage out. On this side of the Atlantic, we're more likely to say rubbish in, rubbish out. If you're putting generic prompts into ChatGPT, then you're going to get generic results.

In this week’s episode of The Social Media Takeaway, I’m going solo and sharing with you exactly what I do to get better results and quality content from ChatGPT so you can get those too for your business. I'll dive into the key differences between the free and paid versions, explain why specific prompts yield better results, and show you how to create detailed buyer personas with ChatGPT. I share useful prompts that I use, which you can find on my website, so make sure to check that out! 

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Louise McDonnell:

Welcome to the Social Media Takeaway. I'm your host Louise McDonnell. And today we're going to be speaking about all things chat GPT. We're going to look at how you can use chat GPT to increase your productivity and get better results. So if you enjoy this episode, please make sure you subscribe to my podcast. And if you have any friends or colleagues that you know would benefit from this advice, please make sure you tell them about it. and encourage them to subscribe as well. I'd love to connect with you. You're going to find me on all the social channels under sellonsocialm although you'll find me on LinkedIn at Louise McDonnell. So you're very welcome to the show. So as I said, we're going to be talking about All things, chat GPT, and it's hard to believe that for me, I only started using chat GPT just over a year ago. And I remember when I first heard about it, I was very skeptical. And I remember my good friend, Johnny Byrne came and did some company training for us. I think that was last summer, although it could have been the summer before this stage. And, you know, since then, I really haven't looked back. And what I would say to you is, I wanted to record this podcast because I really do believe that ChatGBT makes me way more productive and I get way better results from what I do. And I want to share with you exactly what I do to get those results so you can get those too for your business. So first things first, you know, the Americans would say garbage in, garbage out. On this side of the Atlantic, we're more likely to say rubbish in, rubbish out. If you're putting generic. prompts into chat GPT, then you're going to get generic results. So when you go to chat GPT, you'll see a prompt on the screen where you can just write like something in a chat. And based on what you ask chat GPT to do, it is going to perform that task for you. So if you give it a very generic task to work on, Well, you're going to get a very generic results. So what I want to share with you is how you can get better results and make yourself more productive. So, The difference between ChatGPT and other tools that we may have used in the past is that tools like ChatGPT, so their generative AI tools. The difference between them and tools that we may have used in the past is that they understand the context between words. So it captures contextual relationships between words. What that means is Have you ever, let's say, used Grammarly and Grammarly is like spell checking your work or picking up a grammar mistake or a grammar suggestion that it's suggesting that you make. So the thing about tools like Grammarly, and maybe they have changed, but in the past, they would have read that particular sentence and they would have suggested changes based on sentence itself. But it wouldn't have understand the context between that sentence and the sentence before or after it, or the paragraph before or after it. And that's how chat GPT is different is that it does understand the context between words. And essentially what it does is by understanding all those words, It then can predict the next word. And based on that, it's able to generate content, images, videos for us. Okay. So that's how, a very simplistic level, how ChatGBT works. So the rate of adoption of ChatGBT has been absolutely phenomenal. It took just five days for it to reach 1 million users. So let's give that some context. It took Facebook About 300 days to get to 1 million users. It took Uber, I'm looking at here, like 18 or 1700 days to get to 1 million users. It took Instagram it's looking around 100 days to get to, to a million users. And yes, chat GPT got there within five days. So we know this is a tool which has been used around the world. Now, the downside of ChatGPT is that if you're a content creator, that you will find that there will be lots of people who will be creating generic content. So there is a sea of generic content out there because of the number of people using it, but not using it effectively. Now if you're a coach or consultant and you want to know how to use ChatGPT, if you're You cannot outsource your social media marketing to somebody who does not know who you are, how you're different, who does not know exactly who you're targeting, what their persona is who does not know the desires, the wants, the problems, the needs, the goals of your persona. If they don't have that information, they are going to be putting generic rubbishy prompts into ChatGPT and potentially creating generic content on your behalf and that is not what you want.. So I'm going to show you today or talk to you through today, how you can use chat GPT to really stand out, make yourself more productive. I'm going to be talking through prompts, which I'll talk through as, as easy, as slowly as I can in the podcast, but really I'm going to, the best thing for you to do is to hop over to my website at sell on social. media and you'll see in the podcast section of the website. I will actually copy and paste and put the prompts in there so you'll be able to use them as well. So sit back and relax and enjoy the podcast and I'll give you some inspiration and some insights on how I use chat GPT and then you can, at your leisure, hop over to my website and pick up the prompts there. And so. First thing I want to talk about is the difference between free ChatGPT and paid. I did a survey not so long ago on my LinkedIn, a poll on my LinkedIn. So not very scientific, but I just wanted to get a, an idea of how many people were using the free versus the paid version. Now actually I think about 65 percent of people were still on the free version of ChatGPT. So I am a firm believer in using free tools and I will always give you my honest advice on tools that you should use. And for lots of tools, I'll tell you, use the free version of that. It's good enough. But when it comes to chat GPT, I, I would really consider using the paid version of it. And let me explain why. So the difference between the free and the paid is 20. per month. So it's not 200 or 2000. It's, it's not inaccessible. It's 20. The free version of ChatGPT has an IQ of anywhere between around, between 83 and 150. Now I don't for one minute believe that it's near the 150 mark. I think it's probably closer to the 83 mark. And that's based on the results that I get when I use the free version of it. With the paid version of ChatGPT, which is ChatGPT 4 or 4. 0. It has an IQ of in the region of 155. Now to give you some context, that's the 99. 9th percentile. So it is like equivalent to the most intelligent people in the world, the people that fall into that percentile. And so again, some context, Einstein's IQ was 160. So with the paid version of chat GPT, it's faster. It is, it has been trained on more information. It's, it's just got capable of more complex queries and improved content handling. And so for 20 a month, you can have the smartest person on the world on your team. And so again, like with the free version of chat GPT, it's really suitable for general queries or basic tasks. But if you want chat GPT to do anything more than basic, and like, I mean, even write an email, if you ask it to write an email with a free version versus the paid, you'll notice the difference in the results that you get. The free version is also more prone. to hallucinations, which means that if it's not too sure what the answer is, it'll just make it up. So, which is awful really. Now the paid version can also be prone to hallucinations, but not as much. So the paid version as well can also process more text. So let's say you had a video transcript that was an hour long. You could simply copy and paste that into ChatGPT, the paid version, and it will be able to give you, you know, the main points from that meeting or take some of the learnings from that meeting, whereas the free version wouldn't be able to handle all the text that would have come down from that transcript. All the differences between the paid and the free version, the paid version can process multi lingual support for over 25 languages. So if you needed to translate your posts or anything from one language to another, you've got 25 languages there and it does it really well. The other thing is that ChatGPT4 can process not only text, but it can also create images and it has the capability of processing video as well. Now I have to say, I am not a fan, or maybe it's just me, maybe I'm not good at prompt engineering for image creation. So I tend to find the images that it creates for me, no matter what prompts I use are awful. But that's okay. I don't really mind. I don't use, I'm not a fan of AI generated images anyway. I'd be much more a fan of images that are true to yourself, that you created yourself. Or even sometimes you can do something a lot faster by getting a stock image in Canva and overlaying something onto it rather than trying to use an AI tool, which just does not give you what you want. So the other limitation of ChatGBT, the free version 3. 5 is that the data that it's working off is, from September, 2021, whereas the paid version of chat, GBT can actually access the internet. So if you ask it, what are the latest stats relating to whatever subject, what are, what are the latest trends, it will go and search a number of different websites and come back, back and give you the results. Now the question is. Did it research the right websites? Are those websites authentic? You know, is the information there information you would trust? That's something else you need to consider, but you could ask it to go to a particular website and to look at the data or take the stats from it and, and to use that. With the paid version, it will be able to go read that, that website. So that's another thing with the paid version is that it can access webpages, but not only that it can read attachments. So if you wanted to upload a free guide or free, free ebook that you had created, you could ask it to review it and give it your feedback based on it. Or you could get it to upload A strategy documented and you could ask it for the main points from that document. You could ask it also to add in, in, to interrogate data so that you can upload an Excel file, things like that. And chat GBT, you can upload attachments. So for me, they're the differences between The free and the paid version of the tool. So again, so one of the things that I wanted to talk to you about in this podcast is how you can train chat GPT about your audience. So I use audience prompt engineering. All the time. And I find it really, really useful. So what you can do is you can feed what you know about your audience into chat GPT, and you can ask it to build a buyer persona for you. Now, again, I'm going to put the exact prompt. On my website. So you didn't need to worry about taking any notes here. I'll do all the notes for you, but essentially what you're doing is you're asking chat, GBT to build you a persona. You can give it the job title. Maybe that's the business owner. Maybe it's a particular responsibility within a company. You can tell him what interests industry this. This persona works in, you can tell the persona where the persona is based. You can list the problems or the pains or the challenges that are facing this person. And you can list what their goals are, what they want to achieve, and you can list at, you know, what maybe what products that they would be considering. So. Again, before you go to chat, GBT to input all this information in, and this is something we do in my coaching program. We would go off and do our research so that we have the primary market research ourselves. And we, and we can put in what we know about our ideal customer to help us to build this buyer persona. And so you feed all that information into chat, GBT, and then it will create. The buyer persona for you. So to give you some context, I have two personas that I work off all the time. I have strategic Sam and I have productive Jamie. So strategic Sam is somebody who I target for my coaching programs. It's a coach or consultant. They have developed their business. They're now ready to invest in themselves. they're already making money in their business and they want to get to the next level and they want to use social media to achieve that. So that, that's a very quick overview of who strategic Sam is. And then productive Jamie is somebody who's starting out in their business. They're earning probably less than 60, 000 a year, and they don't have as much Money to invest in their business. So they're going to use their time and put their time into helping them to create a social media profile, a social media presence, and to grow their business from there. So there's a two personas that I use, and I use chat GBT to create those personas for me. So let me. Give an example of the, when you, when you use that prompt to create the persona within chat, GBT, chat, GBT will give you back information about the demographics. Now it'll give you back the information that you fed into it, but we'll also give you other information that you might not have thought of. So typically the information will be their age, their gender, their location, their education, their income, and their occupation that's under demographics under psychographics. It's going to. To tell you what their goals are, what their challenges are, their values and their interests, and again, the information that you have put in, of course it's gonna give you that back, but it's also going to include other aspects of, let's say, the psychographics that you haven't considered and. You know, every time I read down through a persona that chat GPT creates for me, I go, yeah, that's absolutely right. And I had just forgotten about it. It'll also give you information about their behavior in terms of technology, in terms of their buyer behavior, it will give you information on social media platforms. And the types of content that they're likely to engage with. Now, mine is all social media related because obviously that's what I do. It will give you in terms of messaging and positioning, it'll give you what your key messages should be when you're targeting them, the pain points that you need to address, the features that you need to talk about, and the call to actions that they're likely to respond to. And then it will also then tell you the marketing channels that they are also likely. To respond to. So it gives you like a full persona. And again, you're creating the prompt, you're putting in what you know about this buyer persona, but it is, it is just giving it back to you in a very nice format which is making you think about all the things that you need to know about in order to create content and marketing messages to, to reach this person. Now, the thing about when you create a buyer persona in chat, GPT is that. It won't remember. So this, this buyer persona is Jamie, the resourceful consultant. So I'm just going to call this person Jamie for the next few minutes because Jamie is easier to remember. So I don't even remember the name, nevermind, nevermind ChatGBT. So if you came back to chat, to ChatGBT in about three or four days time, and you said, write me an email, that's going to appeal to Jamie. It won't remember who Jamie is. And if you say, can you remember who Jamie, the resourceful consultant is, it will go, yes, I do. And it then, and you say, well, who is it? And then it'll give you back something it finds on the internet. So you do need to be careful about chat GPT within that regard. So once you've created your buyer persona, my advice is copy and store the summary of who the persona is for future reference, put it in a Word document on your computer, store it on a note on your phone in case you ever need to access Chats GPT on your phone and then use that to have that saved for future reference. So the starting point then is that you tell you need to train Chats GPT who your audience is and probably train yourself as well in certain context as well. The next thing you will do is you'll train chat GPT about who you are and what you want to achieve. And again, you can do this and I'll have this prompt saved for you on my website, but essentially you put in about who you are. I am, this is what I do. This is what my business is. This is what makes me different from my competitors. So put in your accolades, your unique selling propositions. This is the tone that I tend to use. This is my style. This is a format that I'm happy with. Here is an example of how I write and put in as much as you can about yourself. My goal is I want to launch a new program, whatever that goal is, you put in the goal and then it then will create, it will take that information and it will create my style. A person about yourself. Okay. And so now you have a persona for the people you're targeting. And now you have a definition of who you are. And so you can clearly communicate within your prompts who you're targeting and who you are. And so the next thing then, when you're starting to create the prompts in chat, GBT is you start off by saying, this is who I am. This is who my audience is. And this is what I want you to create for me. So you could say I want you to create a social media post, or I want you to create an email, or I want you to create a sales page or whatever that may be. But once you have the information of who you are, who your audience is, then whatever you create after that is going to be much stronger. It's going to be much more specific. And it's going to get much better results for you. So, so five steps to writing a prompt, you put in who you are, who you're targeting, what type of content you want the chat GPT to create for you, what you want that the topic to be that, you know, so you might say, write me an email. About what's the topic will the main topic of the email is this, the specific focus of the email is X, Y, and Z, one, two, or three. And I want you to use the following tone and I want you to use the following call to action. So, so who you are, who you're targeting, what you wanted to write for you, what it's about and what, whatever the following tone is. And they're the five steps that you would use to, to create a prompt for chat GPT. Now, I also like to use persona related prompts and I actually use these way more. So what I do is I put in, yes, who I am. So my name is Louise MacDonald. I'm the founder of Sell on Social Media, blah, dee, blah, dee, blah, dee, blah. I am targeting strategic Sam, or maybe I'm targeting Jamie, depends on what I'm writing. And I might say something like critique the following sales page in relation to the persona Jamie. So I did that I did that just as an example. So I, I literally put in my persona Jamie, the resourceful consultant, and then I put in the prompt, what will Jamie think of this? And then I copied and pasted a link to a sales page for a social media beginner's kit on on my website. And so just to give an example, so ChatGBT was able to read the website. It was, it was able to, to, to consider what the persona of Jamie and what they would think of it. And it came back with the positive aspects of the page and the product. And it also came back with potential concerns. So the next prompt that I was able to feed into ChatGBT was Do I need to make any changes to the sales page to appeal to Jamie? Because I'm talking about Jamie in the context of a conversation, it will still remember who Jamie, the persona is Jamie, the resourceful coach. And so when I put that prompt in to chat GPT I got to better appeal to Jamie consider the following changes to the sales page. And it gave me four changes that I should make to the sales page in order to make it more appealing to Jamie. Now, what I would tend to do if I was working through this is I would, I would go make those changes to get one of my team to make those changes for me, and then I would go back and I'd say, I've made those changes. Please review the page again and let me know if it would appeal to Jamie. And it will, we will continue to work through the process of reviewing the page until we get it so that we feel it's the strongest it can be. So it's really like using chat GPT. Like they're the smartest person on your team. They're your advisor. You can go to them. You can get their advice at any time of the day, you know, at five o'clock in the evening. Or 6 p. m. in the evening, you know, when you're tired, it's not, it's still as accurate as it was at nine o'clock in the morning. And so that's how I use it for persona related prompts. as a follow on for that, then when, once I have my sales page. You know, ready to go. Then I can go back to ChatGBT and I can go, what free lead magnet should I create to appeal to Jamie and to lead them to the sale of this product? And so ChatGBT suggested a particular lead magnet. Now I didn't like the lead magnet it suggested. And so I said, I went back and I said, I would prefer The lead magnet link directly to the product that I'm selling. And so chatGBT suggested another lead magnet idea, a five day jumpstart challenge, which I also didn't like. And so I then suggested, well, what about a checklist, which is called 10 essential social media tips for resourceful coaches and consultants starting out? And it told me, yes, this was a good idea. And again, gave me an outline of what the 10 essential tips would be. Now, I would never let ChatGPT write those 10 social media tips for me. Because I'm a coach and a trainer on social media, I have my own ideas about what those 10 essential tips should be. So I will go and I will write them and then I will go back to ChatGPT and I'll go, here is the The 10 essential tips. Will they appeal to the persona, Jamie, the resourceful coach. And then ChatGPT will critique what I've written and it will give me feedback on it. And that's why I love using ChatGPT. It's like having your personal assistant on hand, who's got smartest personal assistant in the world, and they're costing you 20 per month. So then again, I just continued on having conversations and conversations and, and following on from that, you know, once you have your sales page down and you have your lead magnet down, then you can, you can use chat GPT to help you to write the email series associated with that. You know, with, with that particular funnel that you would be creating. So other prompts that I really like to use in relation to chat GPT would be checks and text and grammar. So like that, if I'm working and I'm quickly trying to comment on something or send a reply to reply to an email or write something, I often just copy and paste what I've written, put it into chat GPT and say, check syntax and grammar, and it will just tidy it up and give it, you know, it won't change the tone. It won't change the words. It won't change anything. It's like having a colleague proofread your work. It's done. Other ways that I like to use chat GPT is that. And in my coaching calls for in my academy, I record all the calls and I take the video transcript. And then I use chat GPT to just say, Oh, let's say there was John, a person called John on the call. I'd say, what advice did I give to John in the following video transcript? And then I Put the video transcript into chat GBT. So I'm using the paid version, so it's no problem, it can cope with it. And then it will give me a summary of the points that I have made to that particular person. And sometimes it will maybe gloss over something that I have talked a lot about in the coaching call. And I might go back and I might say something like, but what specifically did I say to John about this specific topic? And then it will give me more information on that. And it just means. That yes, I could have written that all myself, but it means I do it faster. I'm more productive, and it's probably more accurate than if I was trying to remember it myself. And so I use it for my coaching calls. I find it excellent for that. And my, my people on my coaching calls love getting those emails, reminding them of what I've said to them, and also reminding them of what they said they would do. before the next coaching call. So what advice did I give? Other, other than that, you can again, download video transcripts and maybe it's a coaching call and you're going, what are the main points agreed in this meeting? Or maybe it's just a meeting, an internal meeting. And again, it's like a minute taker for you on your behalf. And I just find it really, really wonderful for doing that. Other than that, if you're, let's say a trainer and you're recording a training, you could potentially. Download the transcript of the training recording, and then you could get ChatGPT to write a blog post using the same language, using the same tone from the transcript, or you could get it to write a nurturing email. So there's so much that you can really get ChatGPT to do once you start using it. Another new way that I started using ChatGPT recently is that I've downloaded the app on my phone. And when you go to the app on your phone, You can just click into where you can type in the message. There's a little microphone. If you click on the microphone, you can speak into the app. So let's say you wanted to respond to a social media post that you saw, let's say on LinkedIn or Facebook. And rather than having to sit down and think about what you were going to say, you can just go to the app. Click on the microphone and I normally start my prompt by saying check syntax and grammar of the following and then I just speak and I would say exactly what I wanted the response or the comment to be and just And literally within two seconds, it will have transcribed what I would have said, and then it will have given it back to me with the proper syntax and grammar. And so I can just copy and paste it. So again, another way to be more productive, another way to get better results. And what I find is that at the end of the day, you know, when you're tired and you're more likely not to do something. With chat GPT by your side, you're more likely to do it and it's still going to be really good quality content. So chat to it like it is a colleague. So what I would say my advice to you is the best way to get results from chat GPT is to break down complex tasks into simpler tasks. So rather than saying chat GPT, write me a series of five emails to follow up on somebody who has downloaded this lead magnet, rather than doing that, I would sit down and consider in the five emails, what do I want the first email to say? What do I want the second email? What's the message in the second email? What's the message in the third email? And then I will write the message and I will write the first email. And then I will get chat GPT to critique it for me in relation to my persona. And then I would even, I would write, the subject line separately, because you're going to get a, you know, if you focus just on the subject line, rather than getting it to write the email and the subject line at the same time, you're going to get better results. So break down complex tasks into simpler tasks in order to get better quality content. So you can use chatTBT. I've talked about it in relation to content planning, but you, sorry, content creation, but you can use it for business planning. Like so for brainstorming for new ideas for your company or for company names or business names for helping with creating a strategy document or reviewing existing strategy documents. You can get, again, I, we spoke about helping it to use you create personas, but you could also use it to help you craft customer surveys or questions for interviews. You can use it for analyzing customer data. Like you can download all your. Your data from your website analytics or from your social media analytics, and you can upload it to chat to BT and say, what was the, what's the best performing content for me on LinkedIn, or what's the best performing post at the moment on Facebook, and it will be able to analyze that data and come back to you with results. You can use it of course for your content calendar, for caption writing, for writing blog articles, emails and repurposing content. So if you've written, if you had a report that or a newsletter, you could say, take the newsletter, break it into individual articles or create carousel posts for my Instagram feed. Or you could even say, based on this blog article, create a script for a newsletter. Uh, Tiktok video, and so you can use chat GPT to help you repurpose content. So you're not constantly reinventing the wheel. You can take the content you've already created and you can use chat GPT to repurpose it. And so again, it's going to get you better results and it's going to make you more productive. So what else can I say to you can also use it for creating ads. So we create a lot of ads within our agency here. We use it to help us create effective headlines and ad copy. In fact, you notice now in Meta, when you're creating ads for Facebook ads and Instagram, there's lots of tools there as well. Some of them good, some of them not so good, but obviously you can, you can make a decision of whether you want to use the information that the, the chat GPT or any of the AI tools creates for you. So, final considerations. Use ChatGPT as an assistant. You take the lead. So it's the smartest assistant in the world. It's costing you 20 per month, but you are the lead and you have to drive it. Use it to be more productive and use it to get better results. I would highly recommend you use your buyer personas to produce better quality content. And remember not to lose yourself because authentic content that is true to you is much better than generic content that anyone could have produced. So on that final note, I'm going finish this podcast episode. If you enjoyed it, please make sure you find me on social media. Sell on social M and let me know what you thought. You'll find me on LinkedIn under Louise McDonald. Make sure you subscribe to my podcast. And if you're watching this on YouTube, please subscribe to my channel. And if you know any friends or colleagues that would benefit from this information, because this is really good information here today, make sure you share it with them. Thanks very much for tuning in and hope to see you soon again.