1 00:00:00,040 --> 00:00:02,760 The superpower that every citizen has is the ability to 2 00:00:02,760 --> 00:00:06,120 control where they spend their time, money and attention by 3 00:00:06,120 --> 00:00:09,160 focusing these on supporting local businesses who are having 4 00:00:09,160 --> 00:00:11,160 a profound impact on your friends. 5 00:00:11,280 --> 00:00:13,240 Your family and your local community. 6 00:00:13,680 --> 00:00:16,079 So if you want to change the. World you can start. 7 00:00:16,480 --> 00:00:24,240 With Buying Local, welcome back everyone to Buying Local. 8 00:00:24,240 --> 00:00:26,440 Each episode we sit down with local business owners in the 9 00:00:26,440 --> 00:00:29,650 Warren, Washington and Saratoga counties to talk about who they 10 00:00:29,650 --> 00:00:33,650 are or what they do and why you might found value in what they 11 00:00:33,650 --> 00:00:38,890 do. Today I am joined by my cohost, 12 00:00:40,130 --> 00:00:42,770 Christopher Ryan from Six Marketing. 13 00:00:42,810 --> 00:00:45,130 He's not really the cohost, but this is his third time on the 14 00:00:45,130 --> 00:00:47,330 show and. I feel like a cohost at this 15 00:00:47,330 --> 00:00:49,570 stage, but thank you for having me again and you're welcome 16 00:00:49,570 --> 00:00:51,170 anytime always. Always a pleasure. 17 00:00:51,530 --> 00:00:55,010 And we're also joined by, oh, I should say that if you didn't 18 00:00:55,010 --> 00:00:58,920 know, Chris's official title is Supreme Commander over at Six 19 00:00:58,920 --> 00:01:02,040 Marketing, And we're also joined by Howard Litwak. 20 00:01:02,200 --> 00:01:03,880 By Howard, do you have a cool title? 21 00:01:04,840 --> 00:01:09,680 Just VP of Sales enablement, and I also gave myself the title 22 00:01:09,680 --> 00:01:14,000 Head of the AI team. Oh, the AI team, which is very 23 00:01:14,840 --> 00:01:18,520 fortuitous because that's what we were discussing today, is AI 24 00:01:18,920 --> 00:01:22,640 and its applications and uses and what is it and all the fun 25 00:01:22,640 --> 00:01:27,480 stuff and is it really going to be Skynet coming to get us? 26 00:01:27,600 --> 00:01:30,880 That's it might be. I'm not wearing my tin foil hat, 27 00:01:30,880 --> 00:01:34,040 so I'll stay away from that maybe. 28 00:01:34,840 --> 00:01:39,080 Thanks for joining me, guys. Howard, give us, give us the 29 00:01:39,080 --> 00:01:43,160 intro into the show. What is AI other than super, 30 00:01:43,480 --> 00:01:46,440 super duper buzzword that everybody's using right now? 31 00:01:48,030 --> 00:01:51,110 So the book answer is artificial intelligence. 32 00:01:51,110 --> 00:01:54,870 You could use it to be more productive, use it to be more 33 00:01:54,870 --> 00:01:56,950 creative. There's a number of different 34 00:01:56,950 --> 00:01:59,310 things. I read a lot of different news 35 00:01:59,310 --> 00:02:02,110 letters. One of the coolest things that I 36 00:02:02,110 --> 00:02:07,790 saw was somebody gave it the name like it's a second brain 37 00:02:07,790 --> 00:02:12,430 for you. So I think that's a good general 38 00:02:12,990 --> 00:02:15,390 What is it? It's a It's literally a second 39 00:02:15,430 --> 00:02:17,270 brain if you know how to use it right? 40 00:02:17,590 --> 00:02:20,950 So if I hear it correctly, what you're saying is that you're 41 00:02:20,950 --> 00:02:24,790 advocating for its use alongside or in tandem with an actual real 42 00:02:24,790 --> 00:02:27,110 human. Oh, 100% and not without or 43 00:02:27,110 --> 00:02:30,030 instead of. Well, that's, I guess it depends 44 00:02:30,030 --> 00:02:31,710 on the human. Conversation. 45 00:02:32,230 --> 00:02:36,910 As well because it can be used to replace some jobs. 46 00:02:36,950 --> 00:02:38,910 I I've been reading a lot about that. 47 00:02:38,910 --> 00:02:42,190 I read a lot of newsletters, try to stay on top of the you know 48 00:02:42,190 --> 00:02:49,590 what this trend is, the general or not the general consensus. 49 00:02:49,590 --> 00:02:53,430 But one of the things that I believe in, I think, is that 50 00:02:53,830 --> 00:02:56,910 it's not so much that a I is going to replace. 51 00:02:57,900 --> 00:03:01,220 Jobs maybe in manufacturing where you could have machines 52 00:03:01,380 --> 00:03:02,980 that that's already been a thing. 53 00:03:04,220 --> 00:03:10,300 I think that it makes sense that people's jobs could be replaced 54 00:03:10,300 --> 00:03:16,140 by somebody in that role that knows how to use a I, so they're 55 00:03:16,140 --> 00:03:18,860 more productive and more efficient in their role. 56 00:03:18,860 --> 00:03:22,500 It can get more done and maybe have it be higher quality, 57 00:03:22,500 --> 00:03:25,580 whatever the role is. And it's interesting too because 58 00:03:26,970 --> 00:03:31,010 just this latest issue of no Glen's Falls Business Journal, 59 00:03:31,090 --> 00:03:33,810 Sarah Mannix from Mannix Marketing wrote an article about 60 00:03:33,970 --> 00:03:38,130 same thing about using in tandem, which I mean I guess 61 00:03:38,130 --> 00:03:40,130 that's pretty much how we're using it at this point. 62 00:03:40,130 --> 00:03:42,770 I know we, we know we were talking before I hit the record 63 00:03:42,770 --> 00:03:44,810 button. But you know we kind of as a 64 00:03:44,810 --> 00:03:47,570 company and and I I think this is a great conversation to pull 65 00:03:47,570 --> 00:03:50,420 Chris into is you know as business owners we kind of 66 00:03:50,420 --> 00:03:52,460 struggle with you know do we want to use it, do we not want 67 00:03:52,460 --> 00:03:54,780 to use it. You know we do incorporate a 68 00:03:54,780 --> 00:03:59,020 little ChatGPT now and again when we're writing website copy. 69 00:04:00,420 --> 00:04:02,460 But really as more of just like you're saying like it's 70 00:04:02,460 --> 00:04:06,580 augmenting what we are doing. So it's part of our research. 71 00:04:06,580 --> 00:04:09,620 Whereas, you know, in the past we would have been doing Google 72 00:04:09,620 --> 00:04:12,140 searches and reading all sorts of blogs and trying to get 73 00:04:12,140 --> 00:04:15,100 information on this industry that maybe we're not working in 74 00:04:15,100 --> 00:04:17,019 and that we're helping someone design A website in. 75 00:04:17,300 --> 00:04:21,899 And now it's, you know, before doing all that, now we're doing 76 00:04:21,899 --> 00:04:25,820 a quick ChatGPT, I can't even say it, put it in like regular. 77 00:04:25,820 --> 00:04:27,820 Don't worry about Chad's yelling back there. 78 00:04:28,300 --> 00:04:32,540 And you can find that information now in seconds, yes. 79 00:04:33,820 --> 00:04:37,140 Rather than what would take an hour or two hours or however 80 00:04:37,140 --> 00:04:39,580 long your research would take. Yeah, and I know. 81 00:04:39,660 --> 00:04:41,460 Do you guys see this? So everyone's asking me about 82 00:04:41,460 --> 00:04:43,460 this. I was just on the radio show 83 00:04:43,460 --> 00:04:45,500 with the Chamber the other day and and they were asking me 84 00:04:45,500 --> 00:04:49,020 about AI And everyone I talked to that comes in now for any 85 00:04:49,020 --> 00:04:53,060 kind of services is asking how we, how we are using AI and how 86 00:04:53,060 --> 00:04:55,180 we're incorporating I into our process. 87 00:04:55,460 --> 00:04:57,220 And I'd love to get what your thoughts are. 88 00:04:57,220 --> 00:04:59,100 You know, are you guys using it? How are you using it? 89 00:04:59,100 --> 00:05:01,380 I mean, have you been? Using it, I think. 90 00:05:02,080 --> 00:05:04,160 The reality of AI is it's not going away. 91 00:05:04,400 --> 00:05:06,080 Sure. So the people, some of us in our 92 00:05:06,080 --> 00:05:08,520 agency are resistant to AI. They're like, is this take away 93 00:05:08,520 --> 00:05:11,960 from the creative function of the human brain? 94 00:05:12,000 --> 00:05:14,880 Where is its place? So we've been testing for months 95 00:05:14,960 --> 00:05:17,600 different applications. So where are we using it? 96 00:05:17,840 --> 00:05:20,880 We use it a lot for ideation, coming up with different ideas. 97 00:05:20,880 --> 00:05:23,160 We use it for copy. We use it across the board. 98 00:05:23,590 --> 00:05:27,590 What we've seen throughout the industry is a lot of not just 99 00:05:27,590 --> 00:05:29,910 marketing firms, but a lot of people taking shortcuts. 100 00:05:30,310 --> 00:05:33,270 I'm just going to throw something into chat GB T since 101 00:05:33,270 --> 00:05:35,750 you mentioned that it's going to spit out a response and I'm 102 00:05:35,750 --> 00:05:38,430 going to put that onto a blog page, which is such a bad idea. 103 00:05:38,430 --> 00:05:40,670 Oh, it's a terrible idea. So. 104 00:05:40,670 --> 00:05:43,190 Because half the time it's not even based in reality. 105 00:05:43,190 --> 00:05:45,670 It's just pulling stuff off the Internet that may or may not be 106 00:05:45,670 --> 00:05:46,550 real. It's you. 107 00:05:46,550 --> 00:05:47,910 Really. Yeah. 108 00:05:48,350 --> 00:05:51,430 In fairness, maybe not half the time, but it does hallucinate 109 00:05:51,750 --> 00:05:52,950 and it hallucinates. Yeah. 110 00:05:53,790 --> 00:05:55,390 I mean, but I hallucinate sometimes, too. 111 00:05:55,430 --> 00:05:58,790 That's another show. Yeah. 112 00:05:58,790 --> 00:06:02,750 Yeah, that's a whole another. That's the alternative medicine 113 00:06:02,750 --> 00:06:04,150 show. To answer your question, no. 114 00:06:04,150 --> 00:06:05,470 Like how? How can you use it? 115 00:06:05,470 --> 00:06:07,790 Because if you're a listener and you haven't heard of AI, or if 116 00:06:07,790 --> 00:06:12,510 you're not really employing it at this juncture, it really is 117 00:06:12,590 --> 00:06:15,790 like, just get started. Yeah, there's a constant fear of 118 00:06:15,830 --> 00:06:19,220 and people are. Scare tactic marketing like 119 00:06:19,220 --> 00:06:20,540 you're left behind. Higher risk. 120 00:06:20,540 --> 00:06:23,700 Now you don't need to do that only 3% of the world's using a 121 00:06:23,700 --> 00:06:26,700 I, but that 3% is certainly much more advanced than the people 122 00:06:26,700 --> 00:06:31,380 that are maybe not using it. So use it to an extent and then 123 00:06:31,380 --> 00:06:33,220 bring the human in so it doesn't matter. 124 00:06:33,380 --> 00:06:36,140 Copy content. e-mail. Social media. 125 00:06:36,140 --> 00:06:40,420 From a marketing perspective you can throw a I and find out the 126 00:06:40,420 --> 00:06:43,260 top restaurants in Saratoga and their and their restaurant 127 00:06:43,260 --> 00:06:44,100 times. I mean this is. 128 00:06:44,690 --> 00:06:46,810 This circumvents all of all of our lives. 129 00:06:46,810 --> 00:06:50,250 And again, I think it's not going away, but give it a shot, 130 00:06:50,250 --> 00:06:53,770 try ChatGPT, throw in a couple things, see what happens, but 131 00:06:53,770 --> 00:06:56,730 read it. I was on a webinar with 500 132 00:06:56,730 --> 00:06:59,530 different people and I just sat back and and listened. 133 00:06:59,530 --> 00:07:03,370 It was an it was an AI sales webinar and everybody was like, 134 00:07:03,370 --> 00:07:05,450 we're going to be promoting content, we're going to be 135 00:07:05,450 --> 00:07:08,090 posting, we're going to fire our marketing agencies, we're going 136 00:07:08,090 --> 00:07:10,770 to do all of these things. And the sad reality is if they 137 00:07:10,770 --> 00:07:14,410 don't understand the impact of just auto generated anything. 138 00:07:14,810 --> 00:07:19,090 It can sabotage them really. Like Google will catch up. 139 00:07:19,410 --> 00:07:22,370 It has caught up on AI written content. 140 00:07:22,730 --> 00:07:25,010 So if Google essentially, if you think of Google this way, if 141 00:07:25,010 --> 00:07:28,090 they find out you're cheating or you're trying to circumvent 142 00:07:28,090 --> 00:07:30,650 their own algorithms and processes, they're going to Ding 143 00:07:30,650 --> 00:07:32,930 you for it. They did this with SEO. 144 00:07:32,930 --> 00:07:35,450 There was Black Hat SEO and there was a bunch of companies. 145 00:07:36,030 --> 00:07:38,790 Trying to fool Google and then overnight they took a bath. 146 00:07:38,950 --> 00:07:42,230 Yeah, once Google changed their algorithm, thousands of websites 147 00:07:42,230 --> 00:07:44,070 went down. Their ranking dropped off the 148 00:07:44,070 --> 00:07:45,950 chart. So it's kind of just do the 149 00:07:45,950 --> 00:07:49,510 right thing. Take, take AI, give it a shot 150 00:07:49,510 --> 00:07:51,310 and then perfect it with your human brain. 151 00:07:51,310 --> 00:07:54,550 Your brain is better than the AI generated content. 152 00:07:54,550 --> 00:07:57,230 However, it does help you become more efficient. 153 00:07:57,630 --> 00:08:00,950 It helps you be smarter and it just helps you across the board. 154 00:08:00,950 --> 00:08:02,790 It's kind of my, my personal perspective. 155 00:08:03,430 --> 00:08:04,750 Yeah. So I know we kind of want to 156 00:08:04,750 --> 00:08:06,950 talk about some of the dangers and we want to talk about some 157 00:08:06,950 --> 00:08:08,830 of the benefits. So like you kind of just started 158 00:08:08,830 --> 00:08:10,950 to end the benefits. Why don't we talk a little bit 159 00:08:10,950 --> 00:08:12,950 more about that? Like what do you guys see the 160 00:08:12,950 --> 00:08:17,350 main benefits are for AI, for the use of AI, whether as an 161 00:08:17,350 --> 00:08:20,150 agency or business owner, that's, you know, maybe you have 162 00:08:20,150 --> 00:08:22,230 a marketing department or you're a marketing director. 163 00:08:22,230 --> 00:08:23,870 I mean what are the benefits to using it? 164 00:08:25,750 --> 00:08:27,590 Well, I'll tell you how I use it. 165 00:08:27,590 --> 00:08:31,310 The first thing is I pretty much replaced Google search with chat 166 00:08:31,390 --> 00:08:35,390 or Bing or Barb, which is Google or Microsoft chat. 167 00:08:35,390 --> 00:08:38,870 So that's what I'd use for a search for anything. 168 00:08:39,230 --> 00:08:43,120 So you go right to chat before you go to Google Now and search 169 00:08:43,120 --> 00:08:44,800 in there. So that because it gives me the 170 00:08:44,880 --> 00:08:48,600 answer directly rather than giving me articles and things 171 00:08:48,600 --> 00:08:51,040 that I now need to look through a page full of things 172 00:08:51,040 --> 00:08:53,920 interesting. To find the information that I 173 00:08:53,920 --> 00:08:55,360 want. So it's making you faster and 174 00:08:55,360 --> 00:08:59,200 more efficient, yeah? The second thing that I use it 175 00:08:59,200 --> 00:09:04,950 for is writing emails. Depending on the circumstance. 176 00:09:04,950 --> 00:09:10,310 So say a sales e-mail, I'll write it myself and then put it 177 00:09:10,310 --> 00:09:14,150 in the chat and say you're a sales expert, you're an e-mail 178 00:09:14,150 --> 00:09:19,630 writing copywriting expert. I'm going to give you an e-mail, 179 00:09:20,030 --> 00:09:23,870 give me ideas to improve it, and if I like it, I'll use it. 180 00:09:23,870 --> 00:09:28,470 But it's my ideas to start. I'll also use it for. 181 00:09:29,830 --> 00:09:31,950 So in the first case you're using it to make yourself more 182 00:09:31,950 --> 00:09:34,910 efficient, maybe faster. This case, you're using it to 183 00:09:34,910 --> 00:09:37,950 really refine and hone what you're already doing. 184 00:09:38,950 --> 00:09:42,070 And I'll use that for social media posts. 185 00:09:42,070 --> 00:09:48,230 Also, I'll write the post first myself and then put it in the 186 00:09:48,230 --> 00:09:50,310 chat and say you're a copywriting expert. 187 00:09:50,470 --> 00:09:53,990 How would you improve this? If it's a post for LinkedIn, do 188 00:09:53,990 --> 00:09:56,590 people still use social? Some people do. 189 00:09:56,710 --> 00:09:59,950 Some people do, Yeah. I was curious about that, the 190 00:09:59,950 --> 00:10:02,390 clock. Tick tick tick tock tick tock. 191 00:10:02,750 --> 00:10:05,030 What is it? It's a joke. 192 00:10:05,270 --> 00:10:07,870 I totally pulled myself off social media, So I'm just like, 193 00:10:07,950 --> 00:10:09,910 do people still do that? Mike's a big fan of social 194 00:10:09,950 --> 00:10:12,550 media. Yeah, so as I say all the time, 195 00:10:12,550 --> 00:10:15,350 yeah, so you're using it for copywriting for posts and that. 196 00:10:16,070 --> 00:10:17,350 And do you? Do you? 197 00:10:17,350 --> 00:10:20,110 So do you see a noticeable improvement by by using these 198 00:10:20,110 --> 00:10:22,630 things for like your social media posts or whatever it is? 199 00:10:22,630 --> 00:10:25,470 I mean what what kind of gain are you getting or? 200 00:10:29,310 --> 00:10:35,550 Maybe it's just that I like the way that the writing is that 201 00:10:35,590 --> 00:10:39,870 turns out to be so if it's good, better, best. 202 00:10:39,870 --> 00:10:42,390 Like my writing might be good or better. 203 00:10:42,630 --> 00:10:46,430 And then I put it into chat and wow, I like that better 204 00:10:46,430 --> 00:10:52,270 sometimes. Sometimes I'll also use it in 205 00:10:52,270 --> 00:10:59,520 sales for prospecting research. So I'll put in, you're the CEO 206 00:10:59,520 --> 00:11:03,280 of such and such a company. What are the top three 207 00:11:03,280 --> 00:11:08,600 challenges for 2023 that you have as it relates to marketing 208 00:11:09,280 --> 00:11:15,240 and it will search the company and give me here's my top three 209 00:11:15,240 --> 00:11:22,360 challenges as CEO of such and such a company the so I I've 210 00:11:22,360 --> 00:11:27,950 used it for that after. Putting in 50 maybe different 211 00:11:27,950 --> 00:11:30,510 prospects, I started to see that it was giving me the same 212 00:11:30,510 --> 00:11:32,910 answers. I'm like, well, okay. 213 00:11:33,310 --> 00:11:37,950 So if every company needs branding and every company needs 214 00:11:38,430 --> 00:11:41,430 brand awareness and every company needs SEO, because that 215 00:11:41,430 --> 00:11:44,910 was the same answer pretty much that I'd started seeing. 216 00:11:44,910 --> 00:11:49,350 I was like, is this even really valuable anymore or should I 217 00:11:49,350 --> 00:11:55,620 just start using that as my outreach message hot buttons. 218 00:11:56,100 --> 00:12:00,020 You know, it's interesting you say that too because I, when my 219 00:12:00,020 --> 00:12:02,820 team first wanted to to use ChatGPT and I was like, all 220 00:12:02,820 --> 00:12:04,060 right, well, what do you guys want to use it for? 221 00:12:04,500 --> 00:12:07,460 They're like, well, copy, you know, social media text or, you 222 00:12:08,140 --> 00:12:10,620 know, and they're like when maybe strategy too, because 223 00:12:10,700 --> 00:12:13,060 strategy is one of the hardest things in marketing, right. 224 00:12:13,060 --> 00:12:15,820 Most people don't understand how to put together a marketing 225 00:12:15,820 --> 00:12:17,700 strategy. So I was like, sure, go ahead 226 00:12:17,700 --> 00:12:20,700 and ask that thing. And I just named the industry. 227 00:12:20,700 --> 00:12:24,940 I was like have them have ChatGPT tell us what they would 228 00:12:25,020 --> 00:12:28,820 to do for as a marketing strategy and it was just garbage 229 00:12:28,820 --> 00:12:31,260 with chat came up with that. I was like, oh, thank God, I'm 230 00:12:31,260 --> 00:12:33,020 always going to have a job as a strategist. 231 00:12:33,860 --> 00:12:37,500 You know what's really interesting though is there's 232 00:12:38,100 --> 00:12:43,700 there's a way to ask the props. So just give me a marketing 233 00:12:43,700 --> 00:12:45,780 strategy as kind of beginner mode. 234 00:12:46,100 --> 00:12:50,060 I've heard that term more sophisticated way to do it, 235 00:12:50,060 --> 00:12:52,820 which I thought is really cool is. 236 00:12:53,730 --> 00:12:58,890 You tell ChatGPT you're a marketing expert, you're a 237 00:12:58,890 --> 00:13:05,650 Harvard graduate, MB A, and you're the VP of Marketing for a 238 00:13:05,650 --> 00:13:07,930 Fortune 500. So you really got to help chat 239 00:13:07,930 --> 00:13:12,690 GP get into character is that's. And it will give you a 240 00:13:12,690 --> 00:13:17,370 completely different answer, especially if you say you're the 241 00:13:17,370 --> 00:13:20,730 VP of Marketing, you know, Harvard, MB A, blah, blah, blah. 242 00:13:21,340 --> 00:13:25,660 And you're an expert on fill in the blank industry. 243 00:13:27,780 --> 00:13:27,500 Okay. Give me a marketing plan. 244 00:13:28,660 --> 00:13:30,100 I never thought of that. I didn't realize. 245 00:13:30,140 --> 00:13:34,660 Again, I think I've chatted chat GPTD once myself personally, 246 00:13:34,660 --> 00:13:36,660 but. I mean, we've tested what you're 247 00:13:36,660 --> 00:13:38,220 trying. We try to fool it. 248 00:13:38,220 --> 00:13:41,550 We try to trick it. Howard's alluding to something 249 00:13:41,550 --> 00:13:43,910 he mentioned the word prompts. This is a whole new world 250 00:13:43,910 --> 00:13:44,830 prompt. Engineering. 251 00:13:44,830 --> 00:13:46,390 Big jobs. Big paying jobs. 252 00:13:46,590 --> 00:13:50,110 How you ask the AI to get you responses, but you see the 253 00:13:50,110 --> 00:13:51,750 process. Howard talked about, I talked 254 00:13:51,750 --> 00:13:53,550 about. It it's a lot of testing back 255 00:13:53,550 --> 00:13:57,030 and forth, use your brain. Does this make sense? 256 00:13:57,870 --> 00:13:59,910 You know, personally I use it a lot for reporting. 257 00:13:59,910 --> 00:14:02,750 Like I will put all the sophisticated stats and I would 258 00:14:02,750 --> 00:14:06,270 say speak to an engineer and and give more detailed information 259 00:14:06,790 --> 00:14:09,230 or you speak to somebody who just wants the bullet points. 260 00:14:09,230 --> 00:14:12,750 It does help translate information the way people want 261 00:14:12,750 --> 00:14:15,310 to read it. So now you're talking about 262 00:14:15,470 --> 00:14:18,430 converting information from the way that you have it to 263 00:14:18,430 --> 00:14:21,190 something more usable depending on who the subject is. 264 00:14:21,190 --> 00:14:23,130 I mean, that's that's pretty sexy. 265 00:14:23,170 --> 00:14:24,530 There's lots of ways you can use it. 266 00:14:24,530 --> 00:14:28,050 That's, you know, that's how I find the most benefit ideation. 267 00:14:28,290 --> 00:14:30,890 You know, you said social media earlier, it's pretty easy to 268 00:14:30,890 --> 00:14:35,010 catch catch an AI written post versus again, you see the people 269 00:14:35,010 --> 00:14:36,770 that are trying to shortcut and not do it. 270 00:14:36,770 --> 00:14:39,330 Then you see Howard, who just gave you, I'm going to try this 271 00:14:39,330 --> 00:14:42,690 12 different ways until it gives me something I like or something 272 00:14:42,690 --> 00:14:44,810 I don't like. And then he again, I hate to 273 00:14:44,810 --> 00:14:47,970 bring back the human, but he makes the decision to say, you 274 00:14:47,970 --> 00:14:50,410 know, call the ball I'm I'm in or I'm not with this. 275 00:14:51,300 --> 00:14:54,900 So interesting AI. All right. 276 00:14:54,900 --> 00:14:58,140 Well let's so let's let's move to some of my favorite parts 277 00:14:58,140 --> 00:15:03,060 about AI, which are the, the, the not benefits, the the, the 278 00:15:03,060 --> 00:15:04,860 bad parts. I mean what, what are the risks 279 00:15:04,860 --> 00:15:06,420 or what are the downsides of using AI? 280 00:15:06,420 --> 00:15:09,740 I mean you kind of alluded to in your answer too or it's like you 281 00:15:09,740 --> 00:15:13,220 know you, you have to take a look at what you're being given. 282 00:15:13,380 --> 00:15:15,700 Yeah. So you'll see that brand 283 00:15:15,700 --> 00:15:17,100 reputation is 1. Sure. 284 00:15:17,100 --> 00:15:20,300 People will just post things without reading it and they're 285 00:15:20,300 --> 00:15:23,020 just trying to, you know, everybody's running 1,000,000 286 00:15:23,020 --> 00:15:26,300 miles an hour. One big one that no one knows is 287 00:15:26,300 --> 00:15:28,540 it violates an NDA. So if you have an NDA with 288 00:15:28,540 --> 00:15:31,460 customers or clients and you are putting information that they 289 00:15:31,460 --> 00:15:35,020 wrote or you wrote for them, then it violates an NDA. 290 00:15:35,020 --> 00:15:37,340 So. It's machine learning. 291 00:15:37,340 --> 00:15:40,540 The more you add to it, the more the Skynet brain starts to grow. 292 00:15:42,220 --> 00:15:44,660 So again, there's nothing wrong with crowdsourcing information 293 00:15:44,660 --> 00:15:41,780 because I think that is helpful. Here's all our trade. 294 00:15:46,100 --> 00:15:49,380 But people being aware of what the landscape and what the 295 00:15:49,380 --> 00:15:51,940 guidelines are, you know, NDA is a big one. 296 00:15:51,940 --> 00:15:55,500 Same thing I told you from that webinar, I just saw all these 297 00:15:55,500 --> 00:15:57,900 people saying things that I'm like you 100% should not do 298 00:15:57,900 --> 00:16:00,100 that. Like be careful and take your 299 00:16:00,100 --> 00:16:04,420 time because it is beneficial once you understand the the ball 300 00:16:04,420 --> 00:16:10,190 field rules. So what other kind of downsides 301 00:16:10,190 --> 00:16:11,910 are there? I mean, or are there none other 302 00:16:11,910 --> 00:16:17,510 than just, you know? Interesting funny story. 303 00:16:17,510 --> 00:16:18,030 Is it? It's. 304 00:16:18,030 --> 00:16:22,790 Now, it's not really a downside, but for some reason ChatGPT is 305 00:16:22,790 --> 00:16:26,590 not good at math. You had to give it specific 306 00:16:26,590 --> 00:16:29,190 instructions to be as exact as possible. 307 00:16:29,190 --> 00:16:32,550 So here's a funny story I was taking a certification for. 308 00:16:33,370 --> 00:16:36,210 Trade desk, I think. And there was a specific media 309 00:16:36,210 --> 00:16:40,050 buying question that I couldn't remember how to do it. 310 00:16:40,050 --> 00:16:43,170 So I gave the specifics of the question and it gave me like 311 00:16:43,170 --> 00:16:45,490 line by line. Here's how I figured this out. 312 00:16:45,490 --> 00:16:49,730 So I put in the answer and it was wrong and I was like here's 313 00:16:49,970 --> 00:16:54,290 here's how it figured it. Out it's. 314 00:16:54,370 --> 00:16:58,770 It's not always good at math for, for what that's worth, and 315 00:16:58,890 --> 00:17:00,890 it. Like literally. 316 00:17:00,890 --> 00:17:05,490 Sometimes it makes things up. I was on the phone with the CEO 317 00:17:05,490 --> 00:17:09,089 and we were talking about whether his product would be 318 00:17:09,770 --> 00:17:12,930 would work in a specific organization. 319 00:17:12,930 --> 00:17:15,849 I said would would SO and So's products work in such and such 320 00:17:15,849 --> 00:17:18,970 an organization. I just hold on, let me see what 321 00:17:18,970 --> 00:17:23,050 chat says. And I read to him, this is what 322 00:17:23,050 --> 00:17:26,890 it says, what your company does, which I knew I knew was wrong. 323 00:17:26,890 --> 00:17:28,810 I don't know where it got the information from. 324 00:17:29,130 --> 00:17:31,130 He literally said, OK, that's garbage. 325 00:17:32,170 --> 00:17:37,690 OK, so we so we won't use it. So you have to be aware to not 326 00:17:37,690 --> 00:17:43,530 just take the information that you get and take it as we'll 327 00:17:43,530 --> 00:17:46,690 say, gospel. Yeah, the GPT is not infallible. 328 00:17:46,690 --> 00:17:48,910 Apparently it's and. And again my. 329 00:17:48,950 --> 00:17:51,310 Am I. Am I giving too simple of an 330 00:17:51,310 --> 00:17:53,790 explanation that it pulls that where it gets its answers? 331 00:17:53,790 --> 00:17:56,550 I mean it pulls from the Internet, so that means it could 332 00:17:56,550 --> 00:17:58,350 be pulling information from anywhere. 333 00:17:58,790 --> 00:18:00,430 Yeah, and you know what's funny is the. 334 00:18:01,870 --> 00:18:05,070 So if it's ChatGPT, it's not Internet enabled, it's 335 00:18:05,070 --> 00:18:10,310 whatever's on the in its database up until 20/20/21. 336 00:18:11,810 --> 00:18:15,210 If you use Bing chat or Bar, those are Internet enabled. 337 00:18:15,210 --> 00:18:19,250 They'll actually give you sources, linkable sources and 338 00:18:19,250 --> 00:18:22,090 the answers. So you can click the link and go 339 00:18:22,090 --> 00:18:24,730 to the source. But if you don't do that and see 340 00:18:24,730 --> 00:18:29,010 what the source actually was and if the source is credible, let's 341 00:18:29,050 --> 00:18:30,650 look. There's a source, but it could 342 00:18:30,650 --> 00:18:32,490 be wrong. Interesting. 343 00:18:33,130 --> 00:18:38,310 And now another thing that I have heard is that when you 344 00:18:38,310 --> 00:18:41,110 really look at programmatic ads, I know you guys do a lot of 345 00:18:41,110 --> 00:18:45,310 programmatic ads, you know, Google ads, Facebook ads, all 346 00:18:45,310 --> 00:18:48,050 that. There's been an AI quote, UN 347 00:18:48,050 --> 00:18:50,750 quote component to these for years. 348 00:19:04,950 --> 00:19:07,510 Yeah, I'm glad you've said that because predictive analysis and 349 00:19:07,510 --> 00:19:10,750 analysis, we've been doing this for years like, right, We just 350 00:19:10,750 --> 00:19:12,950 haven't had the curtain has been in front of us, right. 351 00:18:51,190 --> 00:18:53,470 Yeah, like it's not a new thing. Like, I know it's like all of a 352 00:18:53,470 --> 00:18:55,430 sudden everyone's talking about AI and it seems like it came out 353 00:18:55,430 --> 00:18:57,670 of nowhere. But realistically, I mean we've 354 00:18:57,670 --> 00:18:59,990 as marketers, we've been using these tools for a long time. 355 00:18:59,990 --> 00:19:02,310 I mean algorithm basically is AI. 356 00:19:02,390 --> 00:19:04,230 Is that is that a fair statement or one? 357 00:19:12,950 --> 00:19:15,230 So we put in all these different scenarios, see what happens, 358 00:19:15,230 --> 00:19:17,230 test it. Now the curtains. 359 00:19:17,230 --> 00:19:19,190 You know you can look behind the curtain rather. 360 00:19:19,880 --> 00:19:23,600 And so now everybody's starting to see, you know, the power of, 361 00:19:23,600 --> 00:19:25,400 again, it's crowd sourced information. 362 00:19:25,400 --> 00:19:28,560 This is not a bad world to be in pending the information is 363 00:19:28,560 --> 00:19:32,200 correct. So back to my original thought, 364 00:19:32,200 --> 00:19:34,600 when you take a human and you look at it, it's the same thing 365 00:19:34,600 --> 00:19:37,040 we do in the programmatic world of the advertising world. 366 00:19:37,200 --> 00:19:40,360 We make predictions, We test it. If it works, we know it's 367 00:19:40,360 --> 00:19:43,240 working but. From an advertising perspective, 368 00:19:43,360 --> 00:19:45,280 almost everything is switching to AI. 369 00:19:45,280 --> 00:19:48,200 Run Sure. Now they're asking to have you 370 00:19:48,200 --> 00:19:50,040 know, Google runs smart campaigns. 371 00:19:50,360 --> 00:19:56,120 Side note, don't ever do those but AI run campaigns work. 372 00:19:56,560 --> 00:19:58,840 Wait, hold on, why do you say that on the Google list? 373 00:19:58,840 --> 00:20:01,280 So. We we run through quite a few 374 00:20:01,280 --> 00:20:03,160 accounts, obviously with different with different 375 00:20:03,160 --> 00:20:05,960 clients. Almost every account that I've 376 00:20:05,960 --> 00:20:09,560 seen that's AI run, meaning just let Google do whatever or let 377 00:20:09,560 --> 00:20:13,500 Facebook and meta do whatever. It's never accurate. 378 00:20:13,660 --> 00:20:16,380 Now I have seen people that take their time to build up 379 00:20:16,380 --> 00:20:19,580 conversions and train the A I similar to what Howard's saying 380 00:20:19,580 --> 00:20:22,100 with with different applications, then it starts to 381 00:20:22,100 --> 00:20:25,140 work better for you. But if you just go in, click a 382 00:20:25,140 --> 00:20:27,940 smart campaign, and let Google control your money and control 383 00:20:27,940 --> 00:20:30,620 your clicks and your conversions, it's a recipe for 384 00:20:30,620 --> 00:20:33,020 disaster. If you take the time to build up 385 00:20:33,060 --> 00:20:35,740 authoritative conversions where you know a phone call is more 386 00:20:35,740 --> 00:20:38,940 valuable than an impression or a click or some vanity metric that 387 00:20:38,940 --> 00:20:42,270 your marketing agency is giving you, then you can start to train 388 00:20:42,270 --> 00:20:44,950 it to help you. So it's it's a bit of a handoff 389 00:20:44,950 --> 00:20:49,030 at some point once the preliminary work is done, but I 390 00:20:49,030 --> 00:20:50,990 don't know if that's helpful or went down the rabbit hole in 391 00:20:50,990 --> 00:20:52,750 marketing. No, I think it, I think it is 392 00:20:52,750 --> 00:20:53,670 helpful. I think it's. 393 00:20:54,270 --> 00:20:57,230 I think it's important for people to understand that they 394 00:20:57,230 --> 00:21:02,950 should not try to do smart ads, not not without consulting 395 00:21:02,950 --> 00:21:05,510 someone or or getting up to speed on it. 396 00:21:06,110 --> 00:21:08,590 I think it pulls back, yeah, I think it pulls back to the 397 00:21:08,590 --> 00:21:12,430 thought that you still. It may seem like it's a 398 00:21:12,430 --> 00:21:15,750 selfdriving car, but you're going to do a lot better with a 399 00:21:15,750 --> 00:21:19,270 human behind the wheel, right? In case something goes wrong or 400 00:21:19,270 --> 00:21:21,390 it doesn't do what you think it's going to do or whatever it 401 00:21:21,390 --> 00:21:23,190 is. I mean, it's like you said, a 402 00:21:23,470 --> 00:21:26,110 lot of money people are spending and to not get what they think 403 00:21:26,110 --> 00:21:27,990 they're going to get. Hopefully the people you hire 404 00:21:27,990 --> 00:21:31,590 have your best interest at hand. Yeah, Google certainly does not 405 00:21:31,590 --> 00:21:33,910 have your best interest at hand. They have their best interest. 406 00:21:34,190 --> 00:21:37,530 So does Meta. It's this war of just people 407 00:21:37,530 --> 00:21:40,530 trying to get as much money as possible and then trying to say, 408 00:21:40,530 --> 00:21:43,010 oh, well, if you increase your budgets and you'll do better, 409 00:21:43,290 --> 00:21:46,210 that's not actually the case. Like any good market agency 410 00:21:46,210 --> 00:21:49,290 should be should be increasing your ROI by trying to decrease 411 00:21:49,290 --> 00:21:52,170 your cost of acquisition, right. It's not just keep their own 412 00:21:52,170 --> 00:21:54,810 money and keep throwing money. And you see this all the time, 413 00:21:54,810 --> 00:21:57,850 every prospect, every client, anybody that we run an analysis 414 00:21:57,850 --> 00:21:59,810 on, we see these things pretty early on. 415 00:21:59,810 --> 00:22:01,970 So we try to help them like any good agency would do. 416 00:22:03,090 --> 00:22:07,010 But yeah, it's a it's a sticky world when you let something 417 00:22:07,010 --> 00:22:09,610 else control. Just make decisions for you. 418 00:22:09,730 --> 00:22:10,690 Really. It is, yeah. 419 00:22:11,770 --> 00:22:13,490 I'm going to not use that as a segue into our. 420 00:22:13,490 --> 00:22:17,850 Government I'm going to. Keep moving powered way. 421 00:22:17,930 --> 00:22:22,210 Down for us next episode. People making decisions. 422 00:22:22,210 --> 00:22:24,090 That's why, yeah, I don't. I think I'm supposed to stay 423 00:22:24,130 --> 00:22:25,730 away from politics. That's what they told me. 424 00:22:25,810 --> 00:22:27,890 We just, we just got banned from YouTube because of that one 425 00:22:27,890 --> 00:22:29,370 comment, so. Good job. 426 00:22:29,410 --> 00:22:31,370 Yeah. Yeah, we actually did have it. 427 00:22:31,780 --> 00:22:34,220 An episode Get pulled off of YouTube, did you? 428 00:22:34,380 --> 00:22:36,940 Yes, that's why you use rumble. I know you're a rumble. 429 00:22:37,060 --> 00:22:41,060 Well that we we post to both now just in case, just in case I am 430 00:22:41,420 --> 00:22:46,460 a I'm a stockholder in rumble, you know making billions off of 431 00:22:46,460 --> 00:22:49,660 that. Purchase so Howard. 432 00:22:49,660 --> 00:22:51,500 What else we got in AI? I know that you're big into it, 433 00:22:51,500 --> 00:22:53,780 so tell me about So you mentioned e-mail. 434 00:22:53,780 --> 00:22:55,620 How are you using? Are you just using it on the, on 435 00:22:55,620 --> 00:22:58,540 the, the body, the text? Crafting of the e-mail or? 436 00:23:00,110 --> 00:23:02,710 It depends on the on the context. 437 00:23:03,670 --> 00:23:07,550 I'll use it to respond to emails. 438 00:23:09,430 --> 00:23:15,110 Let's say that I'm in the middle of a contract negotiation, back 439 00:23:15,110 --> 00:23:18,430 and forth emails. I'll say I'm going to give you 440 00:23:18,430 --> 00:23:22,270 an e-mail conversation. The context says I'm working on 441 00:23:22,270 --> 00:23:25,230 a contract negotiation. Here's my e-mail. 442 00:23:25,230 --> 00:23:29,350 Here's there's response here. Here's the Prospects response. 443 00:23:29,830 --> 00:23:31,870 How would you respond to this e-mail? 444 00:23:32,310 --> 00:23:37,310 Here are the two emails and it will read both of them and give 445 00:23:37,310 --> 00:23:40,950 a response. And then of course you could 446 00:23:41,030 --> 00:23:42,850 add. Tone. 447 00:23:42,890 --> 00:23:46,450 I want the tone to be a little bit funny but professional. 448 00:23:46,450 --> 00:23:50,770 Or I want the tone to be all professional, or I want the tone 449 00:23:50,770 --> 00:23:55,730 to be stern, depending on what what the context is. 450 00:23:56,250 --> 00:23:59,450 So it can write in different ways for you. 451 00:24:00,570 --> 00:24:08,130 That's one example. I'll use it also for, we'll say. 452 00:24:10,690 --> 00:24:14,570 E-mail sequences. That e-mail sequence that I did 453 00:24:14,650 --> 00:24:16,850 the other day That was a I powered. 454 00:24:17,490 --> 00:24:21,130 I said here's the here's the client, here's the contacts, 455 00:24:21,130 --> 00:24:25,770 here's the general tone of the sequence. 456 00:24:25,770 --> 00:24:28,170 I want you to write a sequence for me. 457 00:24:28,170 --> 00:24:31,570 So it gave me a sequence of two. So we need three. 458 00:24:31,890 --> 00:24:35,290 We need 3 emails or 4 emails in the sequence. 459 00:24:35,290 --> 00:24:38,650 So rewrite the sequence giving me. 460 00:24:40,050 --> 00:24:43,010 Giving me the additional emails and I took each additional 461 00:24:43,010 --> 00:24:45,410 emails. This is wrong assumption here 462 00:24:45,410 --> 00:24:49,050 about we had a conversation, we didn't have a conversation. 463 00:24:49,050 --> 00:24:55,290 So how would you rewrite the e-mail given that contacts and 464 00:24:55,290 --> 00:25:03,690 it rewrote, it still took probably an hour I'd say to feed 465 00:25:03,690 --> 00:25:08,810 it back the emails with the with the contacts and the tone that I 466 00:25:08,810 --> 00:25:11,680 wanted. I think that's a good example 467 00:25:11,680 --> 00:25:14,880 though of yes, an hour may seem like a long time to write a 468 00:25:14,880 --> 00:25:17,760 sales sequence for marketing professionals or sales 469 00:25:17,760 --> 00:25:20,040 professionals, but realistically, what would you 470 00:25:20,040 --> 00:25:23,040 have done without that? You would have consulted the 471 00:25:23,040 --> 00:25:26,000 sales team, you would have done research on the company From a 472 00:25:26,000 --> 00:25:31,480 prospecting perspective. You are saving tons of time by 473 00:25:31,480 --> 00:25:34,000 just doing these things. And then you go to leadership of 474 00:25:34,000 --> 00:25:36,340 your team and say, hey, what do you think of this? 475 00:25:36,580 --> 00:25:38,700 Right. So again, that human element of 476 00:25:39,020 --> 00:25:43,020 of checking and checks and balances, but the fact is any 477 00:25:43,020 --> 00:25:45,260 salesperson that's listening to this, you know what the 478 00:25:45,260 --> 00:25:49,580 rigmarole of every day is? You're hunting, You're looking 479 00:25:49,580 --> 00:25:50,580 for opportunities. You're. 480 00:25:50,580 --> 00:25:52,980 Looking for triggers? This can speed up your world. 481 00:25:55,100 --> 00:25:53,860 Yeah. Again, don't cheat. 482 00:25:55,220 --> 00:25:56,820 Don't cheat, don't cheat, but take your time. 483 00:25:56,820 --> 00:25:58,980 Like Howard said, take it so it's acceptable. 484 00:25:58,980 --> 00:26:01,220 And it sounds like you, not some robot. 485 00:26:01,540 --> 00:26:03,380 Right. It'd be nice if they could 486 00:26:03,380 --> 00:26:07,400 prospect for us. Actually, there are automations 487 00:26:07,400 --> 00:26:12,320 that I found that can do that. I haven't figured out how to go 488 00:26:12,320 --> 00:26:17,640 from data scraping to get the prospects to feed it into the 489 00:26:17,800 --> 00:26:20,600 whatever e-mail tool that you have and then launch the 490 00:26:20,600 --> 00:26:23,480 sequences, but that does exist. That's. 491 00:26:24,080 --> 00:26:27,440 We're also in the preliminary stage of public facing AI. 492 00:26:27,950 --> 00:26:31,830 So where the future's going in AI, there's thousands, literally 493 00:26:31,830 --> 00:26:34,390 thousands of AIS out there. We talk about ChatGPT because 494 00:26:34,390 --> 00:26:37,270 they're the first ones to kind of come out of the gate, but 495 00:26:37,270 --> 00:26:40,150 there are thousands that everybody It's a space race. 496 00:26:40,270 --> 00:26:44,630 Everyone is trying to get to be the AI and eventually this 497 00:26:44,630 --> 00:26:45,910 happens with software all the time. 498 00:26:46,480 --> 00:26:49,480 The world will start to shrink. Everybody's fighting for market 499 00:26:49,480 --> 00:26:52,440 share at this point. But the future of AI is auto 500 00:26:52,440 --> 00:26:56,160 GPT, things of that nature. Once these AI start talking to 501 00:26:56,160 --> 00:26:59,680 one another, and some of them do that today, but once they really 502 00:26:59,680 --> 00:27:02,960 start talking to one another, then we have a better learning 503 00:27:02,960 --> 00:27:04,640 platform. And then the better way to 504 00:27:04,640 --> 00:27:08,560 deliver this again with you still need the human element. 505 00:27:08,560 --> 00:27:09,920 Because Mike's giving me a look right now. 506 00:27:09,920 --> 00:27:12,480 Well, I've just. But have you guys seen the 507 00:27:12,480 --> 00:27:16,560 trailer for Oppenheimer that's coming out very similar to this? 508 00:27:16,760 --> 00:27:21,200 Yeah, yeah, interesting. It's scary, all those Ai's 509 00:27:21,200 --> 00:27:23,480 talking to each other. It's, you know, it's scary. 510 00:27:23,480 --> 00:27:25,880 Like I've seen this happen in in different worlds, and I'll give 511 00:27:25,880 --> 00:27:27,760 you a little little insight into my history. 512 00:27:28,180 --> 00:27:32,700 So I was a DJ back in the day, spent decade and a half DJ and 513 00:27:32,700 --> 00:27:36,300 it was all over doing my thing when laptops hit the market. 514 00:27:36,340 --> 00:27:40,540 Mind you I came from records and like purist and I was offended 515 00:27:40,620 --> 00:27:43,940 right when laptops came out. But what it did was you saw a 516 00:27:43,940 --> 00:27:46,220 lot of people rush and try to be a DJ. 517 00:27:46,380 --> 00:27:49,820 Just get a laptop and start just clicking away and having things 518 00:27:49,940 --> 00:27:53,060 auto beat match and all these things that a real D J's can't 519 00:27:53,060 --> 00:27:57,300 stand. But what happened is it made the 520 00:27:57,300 --> 00:28:01,140 great DJs fantastic. It made them even better by 521 00:28:01,140 --> 00:28:03,940 using the technology, All of a sudden you saw different worlds 522 00:28:03,940 --> 00:28:06,100 that you should put together that you didn't before. 523 00:28:06,580 --> 00:28:11,020 So again, yes, it's yes, it's technically easier from a point 524 00:28:11,020 --> 00:28:12,540 of entry. So if you want to be a marketer 525 00:28:12,540 --> 00:28:15,820 and have it write a marketing plan from an AI perspective, let 526 00:28:15,820 --> 00:28:18,020 it do that. But the people who are skilled 527 00:28:18,020 --> 00:28:20,180 in this world and know how to use it, Howard's a great 528 00:28:20,180 --> 00:28:22,700 example. Those are the people that are 529 00:28:22,700 --> 00:28:24,820 going to excel to new levels and then they're going to be 530 00:28:24,860 --> 00:28:29,380 exponentially better and smarter because of this world if you use 531 00:28:29,380 --> 00:28:31,540 it the right way, not the Skynet way. 532 00:28:31,780 --> 00:28:33,860 Not the Skynet way. Skynet Bad guys. 533 00:28:34,260 --> 00:28:36,900 So. Thank you for that, Chris. 534 00:28:37,820 --> 00:28:41,860 So. If someone has not yet employed 535 00:28:42,500 --> 00:28:45,020 some sort of AI into the marketing system and let's just 536 00:28:45,020 --> 00:28:49,020 say that you know they're they're small the mid sized 537 00:28:49,020 --> 00:28:50,380 business, right. So maybe they're doing. 538 00:28:51,340 --> 00:28:54,700 $1,000,000 a year, $2,000,000 a year, How would they look to 539 00:28:54,700 --> 00:28:56,820 incorporate? I mean, I guess they should 540 00:28:56,820 --> 00:28:58,340 probably just call you guys, right? 541 00:28:58,340 --> 00:29:00,500 Well, yeah. Thanks. 542 00:29:00,660 --> 00:29:01,940 Thanks for that. That's an option. 543 00:29:01,940 --> 00:29:04,100 All right, Well, never mind, But we want this to be valuable for 544 00:29:04,100 --> 00:29:06,820 your listeners. So for smaller businesses, let's 545 00:29:06,820 --> 00:29:09,580 say where's the entry point for like the solopreneur or the 546 00:29:09,580 --> 00:29:11,780 small business owner? That's like, hey, listen, I 547 00:29:11,780 --> 00:29:14,860 don't really have a budget to do marketing or to pay an outside 548 00:29:14,860 --> 00:29:17,300 company. I keep hearing about a I. 549 00:29:17,300 --> 00:29:21,480 Where should I start with a I? I think you definitely start 550 00:29:21,480 --> 00:29:24,520 with ChatGPT or one of the variations. 551 00:29:24,800 --> 00:29:30,520 So ChatGPT, Bing chat, bar chat, either one of those. 552 00:29:31,040 --> 00:29:34,400 It's not pay to play, even though ChatGPT has a paid 553 00:29:34,400 --> 00:29:38,720 version, but that allows you to do crazy things like text to 554 00:29:38,720 --> 00:29:42,200 video and some other really sophisticated stuff. 555 00:29:44,210 --> 00:29:49,250 But ChatGPT will do almost anything you want in your 556 00:29:49,250 --> 00:29:54,610 business if you know how to ask the right prompt. 557 00:29:54,610 --> 00:29:58,690 So that's that's the key. And the way to start to learn 558 00:29:58,690 --> 00:30:02,370 how to prompt is you just type some things in there and if you 559 00:30:02,370 --> 00:30:05,730 don't like the result of the answer then you get more 560 00:30:05,730 --> 00:30:09,130 specific and you give it more context and. 561 00:30:09,690 --> 00:30:12,570 You can put it in character. That's how I'm going to think 562 00:30:12,570 --> 00:30:13,890 about it right from now on, it's like. 563 00:30:14,190 --> 00:30:16,510 What's my motivation? Very much isn't. 564 00:30:16,950 --> 00:30:22,310 Actually the point here is just to start like just just try it. 565 00:30:22,310 --> 00:30:24,590 If it's for you, that's great. If it's not for you, that's 566 00:30:24,590 --> 00:30:27,550 great too. Again, the reality is this is 567 00:30:27,550 --> 00:30:30,190 not going away. So at some level, whether we're 568 00:30:30,190 --> 00:30:33,710 resistant to a I in general, we're going to be building this 569 00:30:33,710 --> 00:30:35,910 into our daily lives. Don't even use it for work. 570 00:30:35,910 --> 00:30:37,350 It doesn't have to be marketing or sales. 571 00:30:37,350 --> 00:30:40,510 Use it for recipes, Use it for other other areas and just give 572 00:30:40,510 --> 00:30:42,570 it a shot and see if it's something you know. 573 00:30:42,570 --> 00:30:45,490 If it's not your jam, that's OK. Eventually it will become your 574 00:30:45,490 --> 00:30:49,490 jam. So I had ChatGPT write me 1/2 575 00:30:49,490 --> 00:30:52,890 marathon training program. Did it work? 576 00:30:54,440 --> 00:30:59,000 It's no, I mean yes, yes or no, I so. 577 00:30:59,120 --> 00:31:01,080 Again, get a human behind the wheel, guys. 578 00:31:01,400 --> 00:31:04,760 I wrote it, I I put in the prompts in April and I kept 579 00:31:04,760 --> 00:31:08,720 saying my half marathon is in October, it's going to be 580 00:31:08,720 --> 00:31:12,600 whenever I want it to be in September, October and it kept 581 00:31:12,600 --> 00:31:19,040 giving me a 12 week program. I said it's April, I have I need 582 00:31:19,040 --> 00:31:22,900 a program until. That'll last until October. 583 00:31:23,460 --> 00:31:28,260 So I had to say write me three different training segments 584 00:31:29,660 --> 00:31:34,380 including building base and then adding speed and then final tune 585 00:31:34,380 --> 00:31:38,020 up and that gave me a better output that that I wanted. 586 00:31:38,020 --> 00:31:41,460 So again to your point, more prompts more information for it 587 00:31:41,460 --> 00:31:43,180 to build what you're looking for because. 588 00:31:43,180 --> 00:31:46,380 If you just say give me a training program, it could give 589 00:31:46,380 --> 00:31:48,300 you one for an absolute beginner. 590 00:31:48,300 --> 00:31:51,060 It could give you one for somebody who's. 591 00:31:52,200 --> 00:31:55,880 Runs marathons every week so. You have to tell him, I'm Howard 592 00:31:55,880 --> 00:31:59,200 Litwak. I run six minute miles and 593 00:31:59,600 --> 00:32:01,840 what's your mile pace? What are you running for, Miles 594 00:32:01,840 --> 00:32:04,000 Howard? Not 6 minutes. 595 00:32:04,360 --> 00:32:07,920 Well, who is I? Run a 6 minute mile since high 596 00:32:07,920 --> 00:32:10,480 school. I I run a 10 minute mile in 597 00:32:10,480 --> 00:32:13,520 there in 1/2 marathon. Yeah, listen, half marathon's a 598 00:32:13,520 --> 00:32:15,920 long way to goes, man, I've not actually you ever run a full? 599 00:32:16,760 --> 00:32:19,000 No desire I. Still have not run a full. 600 00:32:21,110 --> 00:32:24,550 Anyway, I wonder if Chad GBT could run the marathon for me. 601 00:32:24,710 --> 00:32:25,870 That's the only way it'll happen if I. 602 00:32:25,870 --> 00:32:28,550 Have to run the circle back though. 603 00:32:28,550 --> 00:32:31,950 I think you asked how small business can you and Howard just 604 00:32:31,950 --> 00:32:34,950 told you if the first response or the second response is 605 00:32:34,950 --> 00:32:38,590 acceptable, then use it right? It's not going to be perfect, 606 00:32:38,590 --> 00:32:41,310 you don't need to be a super supreme prompt engineer. 607 00:32:41,590 --> 00:32:45,430 But if you really want incredibly high value output, 608 00:32:45,710 --> 00:32:47,670 take the time. If you're okay with the output 609 00:32:47,670 --> 00:32:50,610 that's coming out. But don't shortcut it. 610 00:32:50,810 --> 00:32:53,530 Don't just take the first social post or the first e-mail 611 00:32:53,530 --> 00:32:57,210 response because it may not sound like you, It may not. 612 00:32:57,410 --> 00:32:59,970 All the sudden your clients or your customers or your family 613 00:33:00,250 --> 00:33:02,450 are getting these weird responses. 614 00:33:02,690 --> 00:33:07,330 Look, on social media today, somebody I guarantee is not 100% 615 00:33:07,330 --> 00:33:09,370 not in brand tone on what they typically do. 616 00:33:09,850 --> 00:33:10,810 I actually. That's why you say that. 617 00:33:10,810 --> 00:33:14,050 Because I was over the winter. I haven't been on social media 618 00:33:14,050 --> 00:33:16,850 since like maybe February, but like over the winter I had a 619 00:33:16,850 --> 00:33:19,740 buddy who was. A company post started getting 620 00:33:19,740 --> 00:33:20,820 really weird. Yeah. 621 00:33:20,820 --> 00:33:22,540 And I was like, I couldn't, like, understand him. 622 00:33:22,540 --> 00:33:23,860 I'm like, I don't even get that, man. 623 00:33:23,860 --> 00:33:26,140 Like, what does that even mean? And I wonder if that's what he's 624 00:33:26,140 --> 00:33:27,780 doing. I'm not to ask him, might be. 625 00:33:28,060 --> 00:33:30,060 I'm not. I won't add him on the show, but 626 00:33:30,780 --> 00:33:33,700 it it was like strange, like it was meant to be funny, but it 627 00:33:33,700 --> 00:33:35,580 wasn't funny. Kind of like some of my jokes. 628 00:33:35,820 --> 00:33:37,260 Well, we see, we see both sides of it. 629 00:33:37,260 --> 00:33:40,020 Howard and I were talking earlier today as a gentleman. 630 00:33:40,020 --> 00:33:43,950 He follows he's posting 7 to 8 times and LinkedIn a day, right? 631 00:33:43,950 --> 00:33:46,150 You can't do that at scale, unless that's your only job. 632 00:33:46,270 --> 00:33:49,910 That's a lot, but the quality of the output is very good because 633 00:33:49,910 --> 00:33:53,430 he, his team, whomever took the time to figure that out. 634 00:33:53,670 --> 00:33:55,950 You see other people, social media, and it's not it's 635 00:33:55,950 --> 00:33:58,790 nonsense like they are just posting because they need to get 636 00:33:58,790 --> 00:34:00,590 something up and they're, you know what, they're in the rat 637 00:34:00,590 --> 00:34:02,270 race and they need to get something out there. 638 00:34:02,430 --> 00:34:06,510 Is 7 * a day even effective? Depends. 639 00:34:08,400 --> 00:34:11,920 I don't think that needs Linkedin's algorithm like it 640 00:34:11,920 --> 00:34:15,400 might be too much, but who knows what his strategy is, it was 641 00:34:15,400 --> 00:34:19,080 just an example. Volume maybe just quantity. 642 00:34:19,440 --> 00:34:22,880 Well, it struck me one day, I guess back in March or April 643 00:34:22,880 --> 00:34:27,040 when I started noticing this and I said OK, there's no way that 644 00:34:27,040 --> 00:34:30,719 somebody's posting this much unless it's all a I generated, 645 00:34:31,080 --> 00:34:34,719 because not only is it a post, it was in a slider, well 646 00:34:34,719 --> 00:34:40,570 formatted slider colors. Brand, logo, all these other 647 00:34:40,570 --> 00:34:44,010 things, all the other components of a really good looking post. 648 00:34:44,370 --> 00:34:47,130 So it wasn't just type things in. 649 00:34:47,130 --> 00:34:50,090 And there's the post. It's another good example of a 650 00:34:50,090 --> 00:34:51,770 small business. If you don't have a graphic 651 00:34:51,770 --> 00:34:54,489 designer or a team that can do that, there is AI that can help 652 00:34:54,489 --> 00:34:55,290 you design. Sure. 653 00:34:55,290 --> 00:34:59,160 Again, I'm not an advocate of just robot run designed I just 654 00:34:59,160 --> 00:34:59,760 had. Chest pain. 655 00:34:59,760 --> 00:35:01,320 When you said that, I see what I mean. 656 00:35:01,320 --> 00:35:03,800 I mean I'm a creator as well. So it does. 657 00:35:03,960 --> 00:35:06,120 It is problematic when it's just, you know, copying 658 00:35:06,120 --> 00:35:07,920 something that thirty other people just gave you. 659 00:35:08,080 --> 00:35:09,920 Yeah, but you know, it's just something. 660 00:35:09,920 --> 00:35:12,560 If you're looking for tips and tricks on on how to use AI, 661 00:35:12,560 --> 00:35:16,960 don't go out and download every single AI thing possible, right? 662 00:35:16,960 --> 00:35:19,560 Start slow, see again, see if it's for you. 663 00:35:20,200 --> 00:35:24,360 And then like I said, it's something that you can use 664 00:35:24,880 --> 00:35:26,240 across all channels. But. 665 00:35:27,710 --> 00:35:32,110 Find your message. Make it better, bigger, better, 666 00:35:32,110 --> 00:35:34,670 stronger. A I powered. 667 00:35:34,670 --> 00:35:35,870 Is that what you what you called it? 668 00:35:36,550 --> 00:35:39,350 A I powered. This e-mail sent is a I powered. 669 00:35:39,350 --> 00:35:42,350 That's kind of cool. Sounds very like a I Howard. 670 00:35:42,790 --> 00:35:43,870 A I Howard. There we go. 671 00:35:44,950 --> 00:35:45,590 Nice. Wow. 672 00:35:45,710 --> 00:35:49,630 You think you're in marketing or something else good guys, any 673 00:35:49,630 --> 00:35:51,950 last words before we get done? I know we're we're a little bit 674 00:35:51,950 --> 00:35:57,640 over, but just do it. I I think that's the bottom 675 00:35:57,640 --> 00:35:59,200 line. If you haven't tried it for 676 00:35:59,200 --> 00:36:01,720 whatever reason, try it. Play with it. 677 00:36:02,120 --> 00:36:07,720 I think secondary to that is I've been spending the last 678 00:36:08,560 --> 00:36:10,760 seven months. I use it every day. 679 00:36:10,760 --> 00:36:14,120 I read newsletters every day when I'm drinking my coffee in 680 00:36:14,120 --> 00:36:15,840 the morning. I have five or six different 681 00:36:15,840 --> 00:36:21,880 newsletters I've subscribed to constantly reading posts and 682 00:36:21,880 --> 00:36:25,420 tips on. Building prompts. 683 00:36:25,420 --> 00:36:28,660 I've taken classes on prompt engineering, so here, here. 684 00:36:28,700 --> 00:36:29,740 Here's where I'm going with this. 685 00:36:29,980 --> 00:36:33,660 You could figure it out on your own and have it take you six 7-8 686 00:36:33,660 --> 00:36:38,460 months, however long. Or you can get a consult on 687 00:36:38,460 --> 00:36:43,540 getting yourself up to speed so that it doesn't take six months 688 00:36:43,540 --> 00:36:45,580 to figure all these tips and tricks out. 689 00:36:45,740 --> 00:36:47,740 Nice. And then you can be a I powered 690 00:36:47,740 --> 00:36:50,820 like a I, Howard. Yeah, that's nice. 691 00:36:50,860 --> 00:36:52,930 I love it. So take a class. 692 00:36:52,930 --> 00:36:56,330 All that stuff is out there. You could probably ask ChatGPT 693 00:36:56,330 --> 00:37:01,050 where to take a class about AI. I have a list of that in notion 694 00:37:01,050 --> 00:37:06,210 where I use for data storage. So I have everything in one 695 00:37:06,210 --> 00:37:08,330 place. One of the pages that I have is 696 00:37:08,530 --> 00:37:10,990 AI classes. I just sent Chris one this 697 00:37:10,990 --> 00:37:13,750 morning that I want to take. It's for a certification. 698 00:37:13,950 --> 00:37:16,310 Oh cool. On prompt engineering, I think 699 00:37:16,310 --> 00:37:19,950 Howard has been harvesting AI since it came out, really like 700 00:37:19,950 --> 00:37:22,190 the public facing. So he really is kind of in the 701 00:37:22,190 --> 00:37:25,750 front of the field right now. And I'll be blatantly honest, 702 00:37:25,750 --> 00:37:28,110 this is a potential revenue stream for us, right. 703 00:37:28,110 --> 00:37:31,390 So like consulting AI, things of that nature and this isn't 704 00:37:31,390 --> 00:37:34,270 self-serving, but the reality is this is a world that we can 705 00:37:34,270 --> 00:37:37,110 increase and become better for our clients and our customers. 706 00:37:37,350 --> 00:37:40,070 But we have people internally that it's a constant in 707 00:37:40,070 --> 00:37:42,590 conflict. We are going back and forth and 708 00:37:42,590 --> 00:37:45,150 we are hopefully doing our due diligence and really spending a 709 00:37:45,150 --> 00:37:49,350 lot of time on how to use it properly, what not to do, what's 710 00:37:49,350 --> 00:37:53,680 damaging and what's beneficial. Like our entire approach, we've 711 00:37:53,680 --> 00:37:56,280 been doing SWAT analysis after SWAT analysis with the entire 712 00:37:56,280 --> 00:38:00,200 team and a lot of our content. People have been like this is 713 00:38:00,200 --> 00:38:02,920 going to take my job. They're very fearful of it and 714 00:38:02,920 --> 00:38:06,840 it really isn't because if you use it the way the DJs used, you 715 00:38:06,840 --> 00:38:09,280 know, when the laptops came to that market, you really my 716 00:38:09,280 --> 00:38:14,120 perspective is you can become a better just person in business, 717 00:38:14,240 --> 00:38:17,240 maybe not a better person, but just you can be a more efficient 718 00:38:17,240 --> 00:38:19,800 person and just it can help you across all channels. 719 00:38:19,800 --> 00:38:22,240 So it's. Awesome guys. 720 00:38:22,840 --> 00:38:24,240 Thanks for coming on. Talk to. 721 00:38:24,240 --> 00:38:26,720 Our audience about AI appreciate it. 722 00:38:27,280 --> 00:38:30,920 Where can they find you guys if they are looking as always you 723 00:38:30,920 --> 00:38:34,560 can go to six dot marketing. So 6 dot marketing we are happy 724 00:38:34,560 --> 00:38:36,480 to consult. We know this is a new world. 725 00:38:36,520 --> 00:38:38,720 We're happy to just if you want to pick our brain, we're not 726 00:38:38,720 --> 00:38:40,520 going to charge you for it, just give us a call. 727 00:38:40,920 --> 00:38:43,440 We do have an AI page, so that is launching. 728 00:38:43,800 --> 00:38:46,120 So you'll see just go in our menu system, you'll see just 729 00:38:46,120 --> 00:38:48,400 kind of the one-on-one lot of what you heard today. 730 00:38:48,400 --> 00:38:51,200 So listen, today you don't necessarily have to, but like I 731 00:38:51,200 --> 00:38:54,720 said, we're we're trying to be a resource for Saratoga community 732 00:38:54,720 --> 00:38:56,480 all upstate New York as well as national. 733 00:38:57,360 --> 00:39:00,560 It's awesome. So 6 dot marketing and then I'm 734 00:39:00,560 --> 00:39:01,720 sure you guys are on social media. 735 00:39:02,200 --> 00:39:05,400 We are. So just search it, yeah or ask 736 00:39:05,400 --> 00:39:07,600 Jet. It could be your first use of a 737 00:39:07,600 --> 00:39:11,760 I is go to ChatGPT and ask them where can I find? 738 00:39:12,160 --> 00:39:14,680 If I was a business owner looking for a new marketing 739 00:39:14,680 --> 00:39:16,880 agency, where would I find 6 marketing? 740 00:39:17,290 --> 00:39:19,370 Thankfully we've had chat JBT. Oh, you have to only. 741 00:39:20,210 --> 00:39:21,570 Give that answer no matter what that. 742 00:39:22,210 --> 00:39:24,690 Was a special problem. Very nice, very nice. 743 00:39:24,890 --> 00:39:27,330 We are starting an A I Friday, so we're going to give just 744 00:39:27,330 --> 00:39:29,890 helpful tips on LinkedIn. So if you're in the B to B or B 745 00:39:29,890 --> 00:39:32,490 to C world and you want a tip, we'll just go live on LinkedIn. 746 00:39:32,490 --> 00:39:34,970 We don't want anything out of it would be nice if you like the 747 00:39:34,970 --> 00:39:37,250 post, but you don't have to. But we just want to give these 748 00:39:37,250 --> 00:39:40,370 tips because it is a new world and just be, you know, be very 749 00:39:40,370 --> 00:39:43,370 aware of, don't just take the first thing somebody tells you. 750 00:39:43,370 --> 00:39:45,820 Absolutely. Guys, thanks a lot. 751 00:39:45,820 --> 00:39:47,060 Appreciate it again. Thanks, Mike. 752 00:39:47,500 --> 00:39:49,940 To those of you. Listening Thanks so much for 753 00:39:49,940 --> 00:39:51,300 checking us out. Finding us everywhere. 754 00:39:51,300 --> 00:39:56,700 Podcasts are Apple, Spot, Spotify, Apple, Google, all the 755 00:39:56,700 --> 00:39:59,300 places Rumble As Chris mentioned, YouTube. 756 00:39:59,300 --> 00:40:03,580 We also on there and you can find this links to all of that 757 00:40:03,580 --> 00:40:07,700 stuff on glensfallstoday.com and Saratoga businessreport.com. 758 00:40:08,180 --> 00:40:10,340 Until next time everyone. 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