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The only method you need to get AI to teach sales and marketing
Tim O'Shea
July 04, 2023
Hi Friends 👋
Welcome to all the new subscribers this week.
I’m really excited about the concepts in this week’s training-based email:
The only method you need to get AI to teach you sales and marketing, and in fact anything
A sales and marketing training prompt you can edit for other training types
Watch out… Google is still debating how to rank pure AI-created content
Zapier launches a new set of AI tools and automations
And more…
Let’s get started…
The Best Links 🔗
🤖 AI for Marketing
Google is still debating how to deal with AI-generated content. My suggestion is to use AI to help you write content rather than write it for you [Link]
Zapier releases new automation and AI tools. Zapier is super easy to use, so it’s worth taking a look at their AI integrations [Link]
💬 ChatGPT Marketing Magic Toolkit
ChatGPT interactive sales training prompt. I love this prompt. You can easily edit it for other types of interactive training [Link]
Using ChatGPT connected to a knowledge base to get it to use your unique knowledge [Link]
The ChatGPT IOS app now has a chat search function. Hit the 3 dots in the top right and open the history and access the search box. OpenAI knows this is needed, so I hope they add it to the website soon. Here’s the link to the ChatGPT IOS app [Link]
Improve ChatGPT’s output using follow-up prompts. Learning how to interact with ChatGPT with follow ups makes a huge difference in results. Learn these, then start adding your own. [Link]
🚀 Want to work with me?
TheBoost Academy will be a program that unlocks the growth in your business through a combination of strategy, tactics and AI delivered by modules and live training. The goal is your low-time commitment for the largest growth at a high-value, affordable price point. Sign up for the waitlist here: [Link]
Imagine turbocharging your business with insights usually reserved for big companies. For example, just one simple Google Sheet prompt can save days of time. We will soon release the Business ChatGPT Toolkit for just $29, so you’ll save $$$$ on consultants. Join the waitlist here: [Link]
Deep Dive
The Only Method You Need to Get AI to Teach Sales and Marketing
This week I’m covering how to use ChatGPT to train you and your team in any subject you wish, using sales and marketing as examples. Out of all the things that ChatGPT can do, getting it to work as a trainer is one of my favourites. It astounds me how well it works.
Why you should care: Well trained employees get results, stay longer and are happier. Interactive training is fun and unlocks creativity, and now it is easy to cheap to implement.
What you need to know: ChatGPT can teach you anything. It’s easier than you think to create bots that will train your team using your unique knowledge and its own database of knowledge. Try some of the prompts below and feel how powerful this is.
On with the story…
Don't you just love it when the thing you're dreading turns out to be a nice surprise?
Recently I had an unexpected encounter during a return trip from London by train.
It was a Sunday, so ongoing engineering work necessitated a bus replacement for the train. Not fun, and I knew a jammed bus journey was coming…
On this particularly cramped bus, a retired man sat next to me. He was friendly, so we quickly struck up a conversation.
It turned out he was a retired archaeologist from Essex.
He shared his insights about archaeology, the methods, and processes used in the field. And stories like how the North Sea was once land inhabited by hairy prehistoric rhinoceroses.
He told me tales of treasures discovered in digs in Essex towns—places once under siege by Boadicea—and how they discovered remains of people who were buried with their gold during these destructive invasions.
His passion for history was contagious.
What I had assumed to be an uncomfortable bus journey was an enjoyable learning experience.
However, our conversation left me with a realisation.
This retired man's wealth of knowledge and experience was not being fully utilised.
It seems a shame that when people retire, there's a cutoff and loss of their expertise.
What if the archaeologist could train an AI?
You already know it is possible.
Here’s a training prompt that took 5 minutes to write to demonstrate the power of ChatGPT led training:
“I want to do deliberate practice about the archaeology of east anglia, with content that an experienced archaeologist with 30 years of experience would chose, plus techniques you think would be even better. You will be my archaeology teacher.
Choose the best way to teach me based on the latest educational research. You can engage in back and forth, in questioning, telling, or asking- whatever you think will simulate me and teach me fastest. I want it to be fun for both of us.
Try and link the learning to something in my life, eg where I live or what I am interested in.
As you gauge my knowledge, you can get more or less advanced as necessary. “
You can see ChatGPT is teaching me archaeology in a way that is engaging, and it works.
This is just the start as this doesn’t contain any of my new friend’s knowledge.
Imagine if my new friend collated all his emails and documents and spent a few weeks dictating his knowledge. Then so much of his knowledge and connections could be used to teach a Language Learning Model (LLM), like ChatGPT, and not be lost.
How we can leverage AI training in business
When I started my business journey, I was inexperienced and led a small team of roughly 12 people.
I singlehandedly made all the decisions, attracting a lot of questions from my team. I had not empowered my team to make decisions as I lacked a better approach.
Over time, I encouraged my team to analyze solutions to their problems before bringing them to me. They had to weigh the pros and cons and consider what I would do in a similar situation. This strategy significantly reduced the questions directed at me and allowed my team to make decisions within set boundaries.
Training your team on business processes, from product delivery to marketing channels, is vital. But it takes lots of time, so it is often forgotten.
The more I invested in training my team, thet more they became effective, empowered, and happy.
Technologies like screen recording and Zoom allow you to record and transmit information easily.
But research suggests that listening to a lecture isn't the most effective learning method.
This paves the way for more interactive tools like ChatGPT, which can act as tutors to enhance learning through interactivity.
Here’s an example sales training prompt. I modified an educational prompt, so writing it took me just 5 minutes. It created better sales training than I had previously spent weeks creating.
An interactive sales training ChatGPT prompt:
“My boss has told me to do some sales training. He mentioned the consultive sale method, and always keeping authority in the sales process, and always looking for clues for the soft close signals. He mentioned ways to ask for the close without saying "do you want to buy it". He also mentioned ways to book in the next step at the end of every sales call.
I want to do deliberate practice about how to do sales the way my boss wants, plus and techniques you think would be even better. You will be my sales teacher. You will simulate a detailed scenario in which I have to engage in a sale. You will fill the role of one party, I will fill the role of the other.
You will ask for my response to in each step of the scenario and wait until you receive it. After getting my response, you will give me details of what the other party does and says. You will grade my response and give me detailed feedback about what to do better using the science of negotiation.
You will give me a harder scenario if I do well, and an easier one if I fail.'“
Try it! You’ll see that ChatGPT is a fast and effective way to create interactive training.
This approach was not only interactive and enjoyable but also offered direct feedback.
Here’s a marketing example…
Using my own marketing knowledge to create a training bot
Let's consider a scenario where I’m teaching junior marketing people about paid social ads optimisation.
I can write a training prompt that uses my marketing knowledge:
“You've been assigned to train the digital marketing team members so they can think for themselves when running campaigns.
Your task is to walk them through various options to optimize their campaigns and improve their results. This way, when they approach their superiors for guidance, they have the basics covered. This allows their managers to spend time addressing more complex issues using their specialized knowledge, instead of explaining things that should have been taught earlier.
I want you to accomplish this by first asking a few key questions. I will provide you with a transcript (below) that outlines how their manager approaches online marketing and optimisation. Based on this, I want you to prepare some quick questions to assess the knowledge level of the trainee.
Only when you have the answers should you continue. Then you should have an interactive chat session that hones in on the essential points and ensures the trainee understands each one. Keep the language simple and user-friendly. Only resort to jargon and acronyms when necessary. Once you've covered all the key points, initiate a role-play session. In this session, ask them to resolve a digital marketing issue related to the campaigns. This session should be interactive, with a back-and-forth dialogue. Provide feedback throughout, noting what was done well and what could be improved. At the conclusion of this process, offer feedback on the entire session. Then, depending on their performance, adjust the difficulty level of the next task. If they performed well, make the next challenge more difficult. If they struggled, dial down the difficulty a bit.
Here is the transcript:
When trying to get more web traffic that converts using Facebook ads these things work:
1. Expanding audiences using broad or look-alike audiences,
2. Retargeting website visitors with a small daily budget.
3. If the frequency in the last month is greater than 1.5, ad blindness has kicked in, so try new creatives.
4. Consider the geographic expansion of our target audience.
For any campaign on-site improving the conversion rate is a big winner:
1. Check the website conversion rate
2. Talk with customers to understand the language they use and ensure it's incorporated into the website.
Always consider if the current best channel is the most effective or if there are other worthwhile channels that are worth trying too.
I'd solicit the team's ideas and ask what they've already tried. I'd ask them to identify how they would tackle the issue if the budget wasn't a constraint and pinpoint the fundamental problems a bigger budget could solve. When we can identify the real problems then often new ideas solve it, without spending more money, aka our assumptions are wrong.
eg If the main issue is not being able to afford certain solutions like high-quality video ads, we could explore alternatives like using an iPhone or collaborating with influencers.”
Again, I dictated the prompt in about five minutes. It's not perfect, but it's a good addition to video training. The time investment versus output ratio is favourable.
Takeaway: 3 Ways You Can Use ChatGPT To Train You and Your Team
Create mini-training chatbots using prompts like the sales prompt in this newsletter. Edit that prompt for other subjects like HR and marketing.
Create your own training chatbots by adding your knowledge to the ChatGPT prompts, like in my marketing prompt.
Improve your bot by developing your own LLM with OpenAI. Alternatively, you can use user-friendly platforms like Jiggybase to build your information source. ChatGPT can connect to this source using the Jigglybase plugin. Please note it's expected that ChatGPT will soon enable file uploading, eliminating the need for external tools.
(This deep dive was created with the assistance of InterviewerGPT, and the article thumbnail below was created using this process.)
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Finally, if you got value from this email, please share the love and forward it to your friends.
Thanks for reading,
Tim
