Latest / Buying Local Podcast / Episode 36: Howard Litwak & Chris Ryan (SIX Marketing)

Transcript

Episode 36: Howard Litwak & Chris Ryan (SIX Marketing) · Buying Local Podcast

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  The superpower that every citizen has is the ability to
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  control where they spend their time, money and attention by
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  focusing these on supporting local businesses who are having
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  a profound impact on your friends.
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  Your family and your local community.
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  So if you want to change the. World you can start.
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  With Buying Local, welcome back everyone to Buying Local.
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  Each episode we sit down with local business owners in the
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  Warren, Washington and Saratoga counties to talk about who they
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  are or what they do and why you might found value in what they
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  do. Today I am joined by my cohost,
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  Christopher Ryan from Six Marketing.
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  He's not really the cohost, but this is his third time on the
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  show and. I feel like a cohost at this
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  stage, but thank you for having me again and you're welcome
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  anytime always. Always a pleasure.
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  And we're also joined by, oh, I should say that if you didn't
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  know, Chris's official title is Supreme Commander over at Six
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  Marketing, And we're also joined by Howard Litwak.
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  By Howard, do you have a cool title?
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  Just VP of Sales enablement, and I also gave myself the title
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  Head of the AI team. Oh, the AI team, which is very
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  fortuitous because that's what we were discussing today, is AI
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  and its applications and uses and what is it and all the fun
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  stuff and is it really going to be Skynet coming to get us?
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  That's it might be. I'm not wearing my tin foil hat,
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  so I'll stay away from that maybe.
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  Thanks for joining me, guys. Howard, give us, give us the
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  intro into the show. What is AI other than super,
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  super duper buzzword that everybody's using right now?
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  So the book answer is artificial intelligence.
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  You could use it to be more productive, use it to be more
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  creative. There's a number of different
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  things. I read a lot of different news
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  letters. One of the coolest things that I
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  saw was somebody gave it the name like it's a second brain
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  for you. So I think that's a good general
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  What is it? It's a It's literally a second
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  brain if you know how to use it right?
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  So if I hear it correctly, what you're saying is that you're
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  advocating for its use alongside or in tandem with an actual real
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  human. Oh, 100% and not without or
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  instead of. Well, that's, I guess it depends
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  on the human. Conversation.
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  As well because it can be used to replace some jobs.
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  I I've been reading a lot about that.
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  I read a lot of newsletters, try to stay on top of the you know
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  what this trend is, the general or not the general consensus.
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  But one of the things that I believe in, I think, is that
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  it's not so much that a I is going to replace.
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  Jobs maybe in manufacturing where you could have machines
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  that that's already been a thing.
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  I think that it makes sense that people's jobs could be replaced
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  by somebody in that role that knows how to use a I, so they're
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  more productive and more efficient in their role.
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  It can get more done and maybe have it be higher quality,
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  whatever the role is. And it's interesting too because
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  just this latest issue of no Glen's Falls Business Journal,
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  Sarah Mannix from Mannix Marketing wrote an article about
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  same thing about using in tandem, which I mean I guess
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  that's pretty much how we're using it at this point.
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  I know we, we know we were talking before I hit the record
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  button. But you know we kind of as a
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  company and and I I think this is a great conversation to pull
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  Chris into is you know as business owners we kind of
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  struggle with you know do we want to use it, do we not want
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  to use it. You know we do incorporate a
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  little ChatGPT now and again when we're writing website copy.
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  But really as more of just like you're saying like it's
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  augmenting what we are doing. So it's part of our research.
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  Whereas, you know, in the past we would have been doing Google
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  searches and reading all sorts of blogs and trying to get
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  information on this industry that maybe we're not working in
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  and that we're helping someone design A website in.
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  And now it's, you know, before doing all that, now we're doing
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  a quick ChatGPT, I can't even say it, put it in like regular.
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  Don't worry about Chad's yelling back there.
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  And you can find that information now in seconds, yes.
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  Rather than what would take an hour or two hours or however
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  long your research would take. Yeah, and I know.
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  Do you guys see this? So everyone's asking me about
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  this. I was just on the radio show
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  with the Chamber the other day and and they were asking me
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  about AI And everyone I talked to that comes in now for any
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  kind of services is asking how we, how we are using AI and how
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  we're incorporating I into our process.
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  And I'd love to get what your thoughts are.
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  You know, are you guys using it? How are you using it?
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  I mean, have you been? Using it, I think.
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  The reality of AI is it's not going away.
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  Sure. So the people, some of us in our
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  agency are resistant to AI. They're like, is this take away
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  from the creative function of the human brain?
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  Where is its place? So we've been testing for months
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  different applications. So where are we using it?
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  We use it a lot for ideation, coming up with different ideas.
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  We use it for copy. We use it across the board.
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  What we've seen throughout the industry is a lot of not just
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  marketing firms, but a lot of people taking shortcuts.
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  I'm just going to throw something into chat GB T since
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  you mentioned that it's going to spit out a response and I'm
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  going to put that onto a blog page, which is such a bad idea.
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  Oh, it's a terrible idea. So.
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  Because half the time it's not even based in reality.
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  It's just pulling stuff off the Internet that may or may not be
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  real. It's you.
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  Really. Yeah.
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  In fairness, maybe not half the time, but it does hallucinate
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  and it hallucinates. Yeah.
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  I mean, but I hallucinate sometimes, too.
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  That's another show. Yeah.
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  Yeah, that's a whole another. That's the alternative medicine
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  show. To answer your question, no.
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  Like how? How can you use it?
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  Because if you're a listener and you haven't heard of AI, or if
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  you're not really employing it at this juncture, it really is
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  like, just get started. Yeah, there's a constant fear of
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  and people are. Scare tactic marketing like
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  you're left behind. Higher risk.
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  Now you don't need to do that only 3% of the world's using a
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  I, but that 3% is certainly much more advanced than the people
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  that are maybe not using it. So use it to an extent and then
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  bring the human in so it doesn't matter.
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  Copy content. e-mail. Social media.
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  From a marketing perspective you can throw a I and find out the
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  top restaurants in Saratoga and their and their restaurant
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  times. I mean this is.
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  This circumvents all of all of our lives.
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  And again, I think it's not going away, but give it a shot,
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  try ChatGPT, throw in a couple things, see what happens, but
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  read it. I was on a webinar with 500
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  different people and I just sat back and and listened.
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  It was an it was an AI sales webinar and everybody was like,
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  we're going to be promoting content, we're going to be
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  posting, we're going to fire our marketing agencies, we're going
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  to do all of these things. And the sad reality is if they
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  don't understand the impact of just auto generated anything.
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  It can sabotage them really. Like Google will catch up.
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  It has caught up on AI written content.
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  So if Google essentially, if you think of Google this way, if
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  they find out you're cheating or you're trying to circumvent
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  their own algorithms and processes, they're going to Ding
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  you for it. They did this with SEO.
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  There was Black Hat SEO and there was a bunch of companies.
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  Trying to fool Google and then overnight they took a bath.
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  Yeah, once Google changed their algorithm, thousands of websites
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  went down. Their ranking dropped off the
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  chart. So it's kind of just do the
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  right thing. Take, take AI, give it a shot
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  and then perfect it with your human brain.
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  Your brain is better than the AI generated content.
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  However, it does help you become more efficient.
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  It helps you be smarter and it just helps you across the board.
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  It's kind of my, my personal perspective.
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  Yeah. So I know we kind of want to
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  talk about some of the dangers and we want to talk about some
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  of the benefits. So like you kind of just started
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  to end the benefits. Why don't we talk a little bit
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  more about that? Like what do you guys see the
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  main benefits are for AI, for the use of AI, whether as an
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  agency or business owner, that's, you know, maybe you have
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  a marketing department or you're a marketing director.
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  I mean what are the benefits to using it?
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  Well, I'll tell you how I use it.
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  The first thing is I pretty much replaced Google search with chat
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  or Bing or Barb, which is Google or Microsoft chat.
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  So that's what I'd use for a search for anything.
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  So you go right to chat before you go to Google Now and search
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  in there. So that because it gives me the
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  answer directly rather than giving me articles and things
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  that I now need to look through a page full of things
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  interesting. To find the information that I
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  want. So it's making you faster and
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  more efficient, yeah? The second thing that I use it
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  for is writing emails. Depending on the circumstance.
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  So say a sales e-mail, I'll write it myself and then put it
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  in the chat and say you're a sales expert, you're an e-mail
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  writing copywriting expert. I'm going to give you an e-mail,
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  give me ideas to improve it, and if I like it, I'll use it.
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  But it's my ideas to start. I'll also use it for.
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  So in the first case you're using it to make yourself more
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  efficient, maybe faster. This case, you're using it to
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  really refine and hone what you're already doing.
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  And I'll use that for social media posts.
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  Also, I'll write the post first myself and then put it in the
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  chat and say you're a copywriting expert.
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  How would you improve this? If it's a post for LinkedIn, do
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  people still use social? Some people do.
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  Some people do, Yeah. I was curious about that, the
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  clock. Tick tick tick tock tick tock.
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  What is it? It's a joke.
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  I totally pulled myself off social media, So I'm just like,
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  do people still do that? Mike's a big fan of social
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  media. Yeah, so as I say all the time,
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  yeah, so you're using it for copywriting for posts and that.
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  And do you? Do you?
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  So do you see a noticeable improvement by by using these
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  things for like your social media posts or whatever it is?
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  I mean what what kind of gain are you getting or?
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  Maybe it's just that I like the way that the writing is that
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  turns out to be so if it's good, better, best.
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  Like my writing might be good or better.
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  And then I put it into chat and wow, I like that better
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  sometimes. Sometimes I'll also use it in
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  sales for prospecting research. So I'll put in, you're the CEO
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  of such and such a company. What are the top three
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  challenges for 2023 that you have as it relates to marketing
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  and it will search the company and give me here's my top three
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  challenges as CEO of such and such a company the so I I've
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  used it for that after. Putting in 50 maybe different
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  prospects, I started to see that it was giving me the same
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  answers. I'm like, well, okay.
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  So if every company needs branding and every company needs
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  brand awareness and every company needs SEO, because that
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  was the same answer pretty much that I'd started seeing.
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  I was like, is this even really valuable anymore or should I
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  just start using that as my outreach message hot buttons.
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  You know, it's interesting you say that too because I, when my
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  team first wanted to to use ChatGPT and I was like, all
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  right, well, what do you guys want to use it for?
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  They're like, well, copy, you know, social media text or, you
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  know, and they're like when maybe strategy too, because
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  strategy is one of the hardest things in marketing, right.
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  Most people don't understand how to put together a marketing
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  strategy. So I was like, sure, go ahead
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  and ask that thing. And I just named the industry.
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  I was like have them have ChatGPT tell us what they would
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  to do for as a marketing strategy and it was just garbage
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  with chat came up with that. I was like, oh, thank God, I'm
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  always going to have a job as a strategist.
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  You know what's really interesting though is there's
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  there's a way to ask the props. So just give me a marketing
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  strategy as kind of beginner mode.
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  I've heard that term more sophisticated way to do it,
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  which I thought is really cool is.
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  You tell ChatGPT you're a marketing expert, you're a
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  Harvard graduate, MB A, and you're the VP of Marketing for a
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  Fortune 500. So you really got to help chat
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  GP get into character is that's. And it will give you a
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  completely different answer, especially if you say you're the
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  VP of Marketing, you know, Harvard, MB A, blah, blah, blah.
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  And you're an expert on fill in the blank industry.
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  Okay. Give me a marketing plan.
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  I never thought of that. I didn't realize.
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  Again, I think I've chatted chat GPTD once myself personally,
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  but. I mean, we've tested what you're
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  trying. We try to fool it.
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  We try to trick it. Howard's alluding to something
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  he mentioned the word prompts. This is a whole new world
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  prompt. Engineering.
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  Big jobs. Big paying jobs.
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  How you ask the AI to get you responses, but you see the
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  process. Howard talked about, I talked
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  about. It it's a lot of testing back
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  and forth, use your brain. Does this make sense?
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  You know, personally I use it a lot for reporting.
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  Like I will put all the sophisticated stats and I would
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  say speak to an engineer and and give more detailed information
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  or you speak to somebody who just wants the bullet points.
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  It does help translate information the way people want
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  to read it. So now you're talking about
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  converting information from the way that you have it to
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  something more usable depending on who the subject is.
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  I mean, that's that's pretty sexy.
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  There's lots of ways you can use it.
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  That's, you know, that's how I find the most benefit ideation.
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  You know, you said social media earlier, it's pretty easy to
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  catch catch an AI written post versus again, you see the people
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  that are trying to shortcut and not do it.
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  Then you see Howard, who just gave you, I'm going to try this
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  12 different ways until it gives me something I like or something
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  I don't like. And then he again, I hate to
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  bring back the human, but he makes the decision to say, you
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  know, call the ball I'm I'm in or I'm not with this.
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  So interesting AI. All right.
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  Well let's so let's let's move to some of my favorite parts
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  about AI, which are the, the, the not benefits, the the, the
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  bad parts. I mean what, what are the risks
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  or what are the downsides of using AI?
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  I mean you kind of alluded to in your answer too or it's like you
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  know you, you have to take a look at what you're being given.
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  Yeah. So you'll see that brand
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  reputation is 1. Sure.
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  People will just post things without reading it and they're
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  just trying to, you know, everybody's running 1,000,000
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  miles an hour. One big one that no one knows is
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  it violates an NDA. So if you have an NDA with
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  customers or clients and you are putting information that they
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  wrote or you wrote for them, then it violates an NDA.
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  So. It's machine learning.
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  The more you add to it, the more the Skynet brain starts to grow.
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  So again, there's nothing wrong with crowdsourcing information
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  because I think that is helpful. Here's all our trade.
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  But people being aware of what the landscape and what the
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  guidelines are, you know, NDA is a big one.
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  Same thing I told you from that webinar, I just saw all these
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  people saying things that I'm like you 100% should not do
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  that. Like be careful and take your
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  time because it is beneficial once you understand the the ball
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  field rules. So what other kind of downsides
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  are there? I mean, or are there none other
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  than just, you know? Interesting funny story.
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  Is it? It's.
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  Now, it's not really a downside, but for some reason ChatGPT is
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  not good at math. You had to give it specific
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  instructions to be as exact as possible.
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  So here's a funny story I was taking a certification for.
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  Trade desk, I think. And there was a specific media
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  buying question that I couldn't remember how to do it.
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  So I gave the specifics of the question and it gave me like
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  line by line. Here's how I figured this out.
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  So I put in the answer and it was wrong and I was like here's
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  here's how it figured it. Out it's.
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  It's not always good at math for, for what that's worth, and
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  it. Like literally.
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  Sometimes it makes things up. I was on the phone with the CEO
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  and we were talking about whether his product would be
• 17:09
  would work in a specific organization.
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  I said would would SO and So's products work in such and such
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  an organization. I just hold on, let me see what
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  chat says. And I read to him, this is what
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  it says, what your company does, which I knew I knew was wrong.
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  I don't know where it got the information from.
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  He literally said, OK, that's garbage.
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  OK, so we so we won't use it. So you have to be aware to not
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  just take the information that you get and take it as we'll
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  say, gospel. Yeah, the GPT is not infallible.
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  Apparently it's and. And again my.
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  Am I. Am I giving too simple of an
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  explanation that it pulls that where it gets its answers?
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  I mean it pulls from the Internet, so that means it could
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  be pulling information from anywhere.
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  Yeah, and you know what's funny is the.
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  So if it's ChatGPT, it's not Internet enabled, it's
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  whatever's on the in its database up until 20/20/21.
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  If you use Bing chat or Bar, those are Internet enabled.
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  They'll actually give you sources, linkable sources and
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  the answers. So you can click the link and go
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  to the source. But if you don't do that and see
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  what the source actually was and if the source is credible, let's
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  look. There's a source, but it could
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  be wrong. Interesting.
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  And now another thing that I have heard is that when you
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  really look at programmatic ads, I know you guys do a lot of
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  programmatic ads, you know, Google ads, Facebook ads, all
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  that. There's been an AI quote, UN
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  quote component to these for years.
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  Yeah, I'm glad you've said that because predictive analysis and
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  analysis, we've been doing this for years like, right, We just
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  haven't had the curtain has been in front of us, right.
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  Yeah, like it's not a new thing. Like, I know it's like all of a
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  sudden everyone's talking about AI and it seems like it came out
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  of nowhere. But realistically, I mean we've
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  as marketers, we've been using these tools for a long time.
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  I mean algorithm basically is AI.
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  Is that is that a fair statement or one?
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  So we put in all these different scenarios, see what happens,
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  test it. Now the curtains.
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  You know you can look behind the curtain rather.
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  And so now everybody's starting to see, you know, the power of,
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  again, it's crowd sourced information.
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  This is not a bad world to be in pending the information is
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  correct. So back to my original thought,
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  when you take a human and you look at it, it's the same thing
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  we do in the programmatic world of the advertising world.
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  We make predictions, We test it. If it works, we know it's
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  working but. From an advertising perspective,
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  almost everything is switching to AI.
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  Run Sure. Now they're asking to have you
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  know, Google runs smart campaigns.
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  Side note, don't ever do those but AI run campaigns work.
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  Wait, hold on, why do you say that on the Google list?
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  So. We we run through quite a few
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  accounts, obviously with different with different
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  clients. Almost every account that I've
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  seen that's AI run, meaning just let Google do whatever or let
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  Facebook and meta do whatever. It's never accurate.
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  Now I have seen people that take their time to build up
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  conversions and train the A I similar to what Howard's saying
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  with with different applications, then it starts to
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  work better for you. But if you just go in, click a
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  smart campaign, and let Google control your money and control
• 20:27
  your clicks and your conversions, it's a recipe for
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  disaster. If you take the time to build up
• 20:33
  authoritative conversions where you know a phone call is more
• 20:35
  valuable than an impression or a click or some vanity metric that
• 20:38
  your marketing agency is giving you, then you can start to train
• 20:42
  it to help you. So it's it's a bit of a handoff
• 20:44
  at some point once the preliminary work is done, but I
• 20:49
  don't know if that's helpful or went down the rabbit hole in
• 20:50
  marketing. No, I think it, I think it is
• 20:52
  helpful. I think it's.
• 20:54
  I think it's important for people to understand that they
• 20:57
  should not try to do smart ads, not not without consulting
• 21:02
  someone or or getting up to speed on it.
• 21:06
  I think it pulls back, yeah, I think it pulls back to the
• 21:08
  thought that you still. It may seem like it's a
• 21:12
  selfdriving car, but you're going to do a lot better with a
• 21:15
  human behind the wheel, right? In case something goes wrong or
• 21:19
  it doesn't do what you think it's going to do or whatever it
• 21:21
  is. I mean, it's like you said, a
• 21:23
  lot of money people are spending and to not get what they think
• 21:26
  they're going to get. Hopefully the people you hire
• 21:27
  have your best interest at hand. Yeah, Google certainly does not
• 21:31
  have your best interest at hand. They have their best interest.
• 21:34
  So does Meta. It's this war of just people
• 21:37
  trying to get as much money as possible and then trying to say,
• 21:40
  oh, well, if you increase your budgets and you'll do better,
• 21:43
  that's not actually the case. Like any good market agency
• 21:46
  should be should be increasing your ROI by trying to decrease
• 21:49
  your cost of acquisition, right. It's not just keep their own
• 21:52
  money and keep throwing money. And you see this all the time,
• 21:54
  every prospect, every client, anybody that we run an analysis
• 21:57
  on, we see these things pretty early on.
• 21:59
  So we try to help them like any good agency would do.
• 22:03
  But yeah, it's a it's a sticky world when you let something
• 22:07
  else control. Just make decisions for you.
• 22:09
  Really. It is, yeah.
• 22:11
  I'm going to not use that as a segue into our.
• 22:13
  Government I'm going to. Keep moving powered way.
• 22:17
  Down for us next episode. People making decisions.
• 22:22
  That's why, yeah, I don't. I think I'm supposed to stay
• 22:24
  away from politics. That's what they told me.
• 22:25
  We just, we just got banned from YouTube because of that one
• 22:27
  comment, so. Good job.
• 22:29
  Yeah. Yeah, we actually did have it.
• 22:31
  An episode Get pulled off of YouTube, did you?
• 22:34
  Yes, that's why you use rumble. I know you're a rumble.
• 22:37
  Well that we we post to both now just in case, just in case I am
• 22:41
  a I'm a stockholder in rumble, you know making billions off of
• 22:46
  that. Purchase so Howard.
• 22:49
  What else we got in AI? I know that you're big into it,
• 22:51
  so tell me about So you mentioned e-mail.
• 22:53
  How are you using? Are you just using it on the, on
• 22:55
  the, the body, the text? Crafting of the e-mail or?
• 23:00
  It depends on the on the context.
• 23:03
  I'll use it to respond to emails.
• 23:09
  Let's say that I'm in the middle of a contract negotiation, back
• 23:15
  and forth emails. I'll say I'm going to give you
• 23:18
  an e-mail conversation. The context says I'm working on
• 23:22
  a contract negotiation. Here's my e-mail.
• 23:25
  Here's there's response here. Here's the Prospects response.
• 23:29
  How would you respond to this e-mail?
• 23:32
  Here are the two emails and it will read both of them and give
• 23:37
  a response. And then of course you could
• 23:41
  add. Tone.
• 23:42
  I want the tone to be a little bit funny but professional.
• 23:46
  Or I want the tone to be all professional, or I want the tone
• 23:50
  to be stern, depending on what what the context is.
• 23:56
  So it can write in different ways for you.
• 24:00
  That's one example. I'll use it also for, we'll say.
• 24:10
  E-mail sequences. That e-mail sequence that I did
• 24:14
  the other day That was a I powered.
• 24:17
  I said here's the here's the client, here's the contacts,
• 24:21
  here's the general tone of the sequence.
• 24:25
  I want you to write a sequence for me.
• 24:28
  So it gave me a sequence of two. So we need three.
• 24:31
  We need 3 emails or 4 emails in the sequence.
• 24:35
  So rewrite the sequence giving me.
• 24:40
  Giving me the additional emails and I took each additional
• 24:43
  emails. This is wrong assumption here
• 24:45
  about we had a conversation, we didn't have a conversation.
• 24:49
  So how would you rewrite the e-mail given that contacts and
• 24:55
  it rewrote, it still took probably an hour I'd say to feed
• 25:03
  it back the emails with the with the contacts and the tone that I
• 25:08
  wanted. I think that's a good example
• 25:11
  though of yes, an hour may seem like a long time to write a
• 25:14
  sales sequence for marketing professionals or sales
• 25:17
  professionals, but realistically, what would you
• 25:20
  have done without that? You would have consulted the
• 25:23
  sales team, you would have done research on the company From a
• 25:26
  prospecting perspective. You are saving tons of time by
• 25:31
  just doing these things. And then you go to leadership of
• 25:34
  your team and say, hey, what do you think of this?
• 25:36
  Right. So again, that human element of
• 25:39
  of checking and checks and balances, but the fact is any
• 25:43
  salesperson that's listening to this, you know what the
• 25:45
  rigmarole of every day is? You're hunting, You're looking
• 25:49
  for opportunities. You're.
• 25:50
  Looking for triggers? This can speed up your world.
• 25:55
  Yeah. Again, don't cheat.
• 25:55
  Don't cheat, don't cheat, but take your time.
• 25:56
  Like Howard said, take it so it's acceptable.
• 25:58
  And it sounds like you, not some robot.
• 26:01
  Right. It'd be nice if they could
• 26:03
  prospect for us. Actually, there are automations
• 26:07
  that I found that can do that. I haven't figured out how to go
• 26:12
  from data scraping to get the prospects to feed it into the
• 26:17
  whatever e-mail tool that you have and then launch the
• 26:20
  sequences, but that does exist. That's.
• 26:24
  We're also in the preliminary stage of public facing AI.
• 26:27
  So where the future's going in AI, there's thousands, literally
• 26:31
  thousands of AIS out there. We talk about ChatGPT because
• 26:34
  they're the first ones to kind of come out of the gate, but
• 26:37
  there are thousands that everybody It's a space race.
• 26:40
  Everyone is trying to get to be the AI and eventually this
• 26:44
  happens with software all the time.
• 26:46
  The world will start to shrink. Everybody's fighting for market
• 26:49
  share at this point. But the future of AI is auto
• 26:52
  GPT, things of that nature. Once these AI start talking to
• 26:56
  one another, and some of them do that today, but once they really
• 26:59
  start talking to one another, then we have a better learning
• 27:02
  platform. And then the better way to
• 27:04
  deliver this again with you still need the human element.
• 27:08
  Because Mike's giving me a look right now.
• 27:09
  Well, I've just. But have you guys seen the
• 27:12
  trailer for Oppenheimer that's coming out very similar to this?
• 27:16
  Yeah, yeah, interesting. It's scary, all those Ai's
• 27:21
  talking to each other. It's, you know, it's scary.
• 27:23
  Like I've seen this happen in in different worlds, and I'll give
• 27:25
  you a little little insight into my history.
• 27:28
  So I was a DJ back in the day, spent decade and a half DJ and
• 27:32
  it was all over doing my thing when laptops hit the market.
• 27:36
  Mind you I came from records and like purist and I was offended
• 27:40
  right when laptops came out. But what it did was you saw a
• 27:43
  lot of people rush and try to be a DJ.
• 27:46
  Just get a laptop and start just clicking away and having things
• 27:49
  auto beat match and all these things that a real D J's can't
• 27:53
  stand. But what happened is it made the
• 27:57
  great DJs fantastic. It made them even better by
• 28:01
  using the technology, All of a sudden you saw different worlds
• 28:03
  that you should put together that you didn't before.
• 28:06
  So again, yes, it's yes, it's technically easier from a point
• 28:11
  of entry. So if you want to be a marketer
• 28:12
  and have it write a marketing plan from an AI perspective, let
• 28:15
  it do that. But the people who are skilled
• 28:18
  in this world and know how to use it, Howard's a great
• 28:20
  example. Those are the people that are
• 28:22
  going to excel to new levels and then they're going to be
• 28:24
  exponentially better and smarter because of this world if you use
• 28:29
  it the right way, not the Skynet way.
• 28:31
  Not the Skynet way. Skynet Bad guys.
• 28:34
  So. Thank you for that, Chris.
• 28:37
  So. If someone has not yet employed
• 28:42
  some sort of AI into the marketing system and let's just
• 28:45
  say that you know they're they're small the mid sized
• 28:49
  business, right. So maybe they're doing.
• 28:51
  $1,000,000 a year, $2,000,000 a year, How would they look to
• 28:54
  incorporate? I mean, I guess they should
• 28:56
  probably just call you guys, right?
• 28:58
  Well, yeah. Thanks.
• 29:00
  Thanks for that. That's an option.
• 29:01
  All right, Well, never mind, But we want this to be valuable for
• 29:04
  your listeners. So for smaller businesses, let's
• 29:06
  say where's the entry point for like the solopreneur or the
• 29:09
  small business owner? That's like, hey, listen, I
• 29:11
  don't really have a budget to do marketing or to pay an outside
• 29:14
  company. I keep hearing about a I.
• 29:17
  Where should I start with a I? I think you definitely start
• 29:21
  with ChatGPT or one of the variations.
• 29:24
  So ChatGPT, Bing chat, bar chat, either one of those.
• 29:31
  It's not pay to play, even though ChatGPT has a paid
• 29:34
  version, but that allows you to do crazy things like text to
• 29:38
  video and some other really sophisticated stuff.
• 29:44
  But ChatGPT will do almost anything you want in your
• 29:49
  business if you know how to ask the right prompt.
• 29:54
  So that's that's the key. And the way to start to learn
• 29:58
  how to prompt is you just type some things in there and if you
• 30:02
  don't like the result of the answer then you get more
• 30:05
  specific and you give it more context and.
• 30:09
  You can put it in character. That's how I'm going to think
• 30:12
  about it right from now on, it's like.
• 30:14
  What's my motivation? Very much isn't.
• 30:16
  Actually the point here is just to start like just just try it.
• 30:22
  If it's for you, that's great. If it's not for you, that's
• 30:24
  great too. Again, the reality is this is
• 30:27
  not going away. So at some level, whether we're
• 30:30
  resistant to a I in general, we're going to be building this
• 30:33
  into our daily lives. Don't even use it for work.
• 30:35
  It doesn't have to be marketing or sales.
• 30:37
  Use it for recipes, Use it for other other areas and just give
• 30:40
  it a shot and see if it's something you know.
• 30:42
  If it's not your jam, that's OK. Eventually it will become your
• 30:45
  jam. So I had ChatGPT write me 1/2
• 30:49
  marathon training program. Did it work?
• 30:54
  It's no, I mean yes, yes or no, I so.
• 30:59
  Again, get a human behind the wheel, guys.
• 31:01
  I wrote it, I I put in the prompts in April and I kept
• 31:04
  saying my half marathon is in October, it's going to be
• 31:08
  whenever I want it to be in September, October and it kept
• 31:12
  giving me a 12 week program. I said it's April, I have I need
• 31:19
  a program until. That'll last until October.
• 31:23
  So I had to say write me three different training segments
• 31:29
  including building base and then adding speed and then final tune
• 31:34
  up and that gave me a better output that that I wanted.
• 31:38
  So again to your point, more prompts more information for it
• 31:41
  to build what you're looking for because.
• 31:43
  If you just say give me a training program, it could give
• 31:46
  you one for an absolute beginner.
• 31:48
  It could give you one for somebody who's.
• 31:52
  Runs marathons every week so. You have to tell him, I'm Howard
• 31:55
  Litwak. I run six minute miles and
• 31:59
  what's your mile pace? What are you running for, Miles
• 32:01
  Howard? Not 6 minutes.
• 32:04
  Well, who is I? Run a 6 minute mile since high
• 32:07
  school. I I run a 10 minute mile in
• 32:10
  there in 1/2 marathon. Yeah, listen, half marathon's a
• 32:13
  long way to goes, man, I've not actually you ever run a full?
• 32:16
  No desire I. Still have not run a full.
• 32:21
  Anyway, I wonder if Chad GBT could run the marathon for me.
• 32:24
  That's the only way it'll happen if I.
• 32:25
  Have to run the circle back though.
• 32:28
  I think you asked how small business can you and Howard just
• 32:31
  told you if the first response or the second response is
• 32:34
  acceptable, then use it right? It's not going to be perfect,
• 32:38
  you don't need to be a super supreme prompt engineer.
• 32:41
  But if you really want incredibly high value output,
• 32:45
  take the time. If you're okay with the output
• 32:47
  that's coming out. But don't shortcut it.
• 32:50
  Don't just take the first social post or the first e-mail
• 32:53
  response because it may not sound like you, It may not.
• 32:57
  All the sudden your clients or your customers or your family
• 33:00
  are getting these weird responses.
• 33:02
  Look, on social media today, somebody I guarantee is not 100%
• 33:07
  not in brand tone on what they typically do.
• 33:09
  I actually. That's why you say that.
• 33:10
  Because I was over the winter. I haven't been on social media
• 33:14
  since like maybe February, but like over the winter I had a
• 33:16
  buddy who was. A company post started getting
• 33:19
  really weird. Yeah.
• 33:20
  And I was like, I couldn't, like, understand him.
• 33:22
  I'm like, I don't even get that, man.
• 33:23
  Like, what does that even mean? And I wonder if that's what he's
• 33:26
  doing. I'm not to ask him, might be.
• 33:28
  I'm not. I won't add him on the show, but
• 33:30
  it it was like strange, like it was meant to be funny, but it
• 33:33
  wasn't funny. Kind of like some of my jokes.
• 33:35
  Well, we see, we see both sides of it.
• 33:37
  Howard and I were talking earlier today as a gentleman.
• 33:40
  He follows he's posting 7 to 8 times and LinkedIn a day, right?
• 33:43
  You can't do that at scale, unless that's your only job.
• 33:46
  That's a lot, but the quality of the output is very good because
• 33:49
  he, his team, whomever took the time to figure that out.
• 33:53
  You see other people, social media, and it's not it's
• 33:55
  nonsense like they are just posting because they need to get
• 33:58
  something up and they're, you know what, they're in the rat
• 34:00
  race and they need to get something out there.
• 34:02
  Is 7 * a day even effective? Depends.
• 34:08
  I don't think that needs Linkedin's algorithm like it
• 34:11
  might be too much, but who knows what his strategy is, it was
• 34:15
  just an example. Volume maybe just quantity.
• 34:19
  Well, it struck me one day, I guess back in March or April
• 34:22
  when I started noticing this and I said OK, there's no way that
• 34:27
  somebody's posting this much unless it's all a I generated,
• 34:31
  because not only is it a post, it was in a slider, well
• 34:34
  formatted slider colors. Brand, logo, all these other
• 34:40
  things, all the other components of a really good looking post.
• 34:44
  So it wasn't just type things in.
• 34:47
  And there's the post. It's another good example of a
• 34:50
  small business. If you don't have a graphic
• 34:51
  designer or a team that can do that, there is AI that can help
• 34:54
  you design. Sure.
• 34:55
  Again, I'm not an advocate of just robot run designed I just
• 34:59
  had. Chest pain.
• 34:59
  When you said that, I see what I mean.
• 35:01
  I mean I'm a creator as well. So it does.
• 35:03
  It is problematic when it's just, you know, copying
• 35:06
  something that thirty other people just gave you.
• 35:08
  Yeah, but you know, it's just something.
• 35:09
  If you're looking for tips and tricks on on how to use AI,
• 35:12
  don't go out and download every single AI thing possible, right?
• 35:16
  Start slow, see again, see if it's for you.
• 35:20
  And then like I said, it's something that you can use
• 35:24
  across all channels. But.
• 35:27
  Find your message. Make it better, bigger, better,
• 35:32
  stronger. A I powered.
• 35:34
  Is that what you what you called it?
• 35:36
  A I powered. This e-mail sent is a I powered.
• 35:39
  That's kind of cool. Sounds very like a I Howard.
• 35:42
  A I Howard. There we go.
• 35:44
  Nice. Wow.
• 35:45
  You think you're in marketing or something else good guys, any
• 35:49
  last words before we get done? I know we're we're a little bit
• 35:51
  over, but just do it. I I think that's the bottom
• 35:57
  line. If you haven't tried it for
• 35:59
  whatever reason, try it. Play with it.
• 36:02
  I think secondary to that is I've been spending the last
• 36:08
  seven months. I use it every day.
• 36:10
  I read newsletters every day when I'm drinking my coffee in
• 36:14
  the morning. I have five or six different
• 36:15
  newsletters I've subscribed to constantly reading posts and
• 36:21
  tips on. Building prompts.
• 36:25
  I've taken classes on prompt engineering, so here, here.
• 36:28
  Here's where I'm going with this.
• 36:29
  You could figure it out on your own and have it take you six 7-8
• 36:33
  months, however long. Or you can get a consult on
• 36:38
  getting yourself up to speed so that it doesn't take six months
• 36:43
  to figure all these tips and tricks out.
• 36:45
  Nice. And then you can be a I powered
• 36:47
  like a I, Howard. Yeah, that's nice.
• 36:50
  I love it. So take a class.
• 36:52
  All that stuff is out there. You could probably ask ChatGPT
• 36:56
  where to take a class about AI. I have a list of that in notion
• 37:01
  where I use for data storage. So I have everything in one
• 37:06
  place. One of the pages that I have is
• 37:08
  AI classes. I just sent Chris one this
• 37:10
  morning that I want to take. It's for a certification.
• 37:13
  Oh cool. On prompt engineering, I think
• 37:16
  Howard has been harvesting AI since it came out, really like
• 37:19
  the public facing. So he really is kind of in the
• 37:22
  front of the field right now. And I'll be blatantly honest,
• 37:25
  this is a potential revenue stream for us, right.
• 37:28
  So like consulting AI, things of that nature and this isn't
• 37:31
  self-serving, but the reality is this is a world that we can
• 37:34
  increase and become better for our clients and our customers.
• 37:37
  But we have people internally that it's a constant in
• 37:40
  conflict. We are going back and forth and
• 37:42
  we are hopefully doing our due diligence and really spending a
• 37:45
  lot of time on how to use it properly, what not to do, what's
• 37:49
  damaging and what's beneficial. Like our entire approach, we've
• 37:53
  been doing SWAT analysis after SWAT analysis with the entire
• 37:56
  team and a lot of our content. People have been like this is
• 38:00
  going to take my job. They're very fearful of it and
• 38:02
  it really isn't because if you use it the way the DJs used, you
• 38:06
  know, when the laptops came to that market, you really my
• 38:09
  perspective is you can become a better just person in business,
• 38:14
  maybe not a better person, but just you can be a more efficient
• 38:17
  person and just it can help you across all channels.
• 38:19
  So it's. Awesome guys.
• 38:22
  Thanks for coming on. Talk to.
• 38:24
  Our audience about AI appreciate it.
• 38:27
  Where can they find you guys if they are looking as always you
• 38:30
  can go to six dot marketing. So 6 dot marketing we are happy
• 38:34
  to consult. We know this is a new world.
• 38:36
  We're happy to just if you want to pick our brain, we're not
• 38:38
  going to charge you for it, just give us a call.
• 38:40
  We do have an AI page, so that is launching.
• 38:43
  So you'll see just go in our menu system, you'll see just
• 38:46
  kind of the one-on-one lot of what you heard today.
• 38:48
  So listen, today you don't necessarily have to, but like I
• 38:51
  said, we're we're trying to be a resource for Saratoga community
• 38:54
  all upstate New York as well as national.
• 38:57
  It's awesome. So 6 dot marketing and then I'm
• 39:00
  sure you guys are on social media.
• 39:02
  We are. So just search it, yeah or ask
• 39:05
  Jet. It could be your first use of a
• 39:07
  I is go to ChatGPT and ask them where can I find?
• 39:12
  If I was a business owner looking for a new marketing
• 39:14
  agency, where would I find 6 marketing?
• 39:17
  Thankfully we've had chat JBT. Oh, you have to only.
• 39:20
  Give that answer no matter what that.
• 39:22
  Was a special problem. Very nice, very nice.
• 39:24
  We are starting an A I Friday, so we're going to give just
• 39:27
  helpful tips on LinkedIn. So if you're in the B to B or B
• 39:29
  to C world and you want a tip, we'll just go live on LinkedIn.
• 39:32
  We don't want anything out of it would be nice if you like the
• 39:34
  post, but you don't have to. But we just want to give these
• 39:37
  tips because it is a new world and just be, you know, be very
• 39:40
  aware of, don't just take the first thing somebody tells you.
• 39:43
  Absolutely. Guys, thanks a lot.
• 39:45
  Appreciate it again. Thanks, Mike.
• 39:47
  To those of you. Listening Thanks so much for
• 39:49
  checking us out. Finding us everywhere.
• 39:51
  Podcasts are Apple, Spot, Spotify, Apple, Google, all the
• 39:56
  places Rumble As Chris mentioned, YouTube.
• 39:59
  We also on there and you can find this links to all of that
• 40:03
  stuff on glensfallstoday.com and Saratoga businessreport.com.
• 40:08
  Until next time everyone. Thanks for listening.
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