ChatGPT for Product Marketing

AI has entered the Chat

It’s happening. AI has finally got a consumer friendly interface that even the very non-technical can use, ChatGPT. And that is the right way to think about ChatGTPT, it’s an interface. It’s hard to access, use, and fathom the potential of AI. ChatGPT is just a way to interact with really powerful AI in a very human friendly and familiar format - conversation. Dharmesh Shah (HubSpot co-founder) already said it best - the browser is to the internet what chatGPT is to AI.?

OK so now the big question - what the hell do we use it for? I’ve been playing with it and I’ll show you where I find it interesting. Especially how it can help product marketers and particularly with storytelling, but first let me tell you what it isn’t.?

ChatGPT isn’t a search engine. I keep seeing examples where people treat it like that. Makes sense, that is how we’ve been programmed to use the internet (thanks Google). We’re familiar with the, ask a question, get an answer format. But the AI behind ChatGPT is much more. It can learn, it takes feedback, it can think. Push it around and see what it can do, don’t just ask it questions that you could use Google for. It’s a bit hard to make this shift at first but once you do you won’t forget it.?

What’s possible for marketers, storytellers, and writers with AI??

I’m really just scratching the surface here, but I think my example is a good one. To start, I taught ChatGPT my Narrative Design storytelling structure. I don’t want it to just help me write a story, I want it to do the writing but my way. Watch the video below and I’ll summarize the key points.?

Before we start. I’m sharing how I used ChatGTP, but as a whole marketing community we need to figure out how to use this new technology or risk getting left behind. There is a chance this is a once in a decade or two massive sea change. Those who can figure out how to use it best will win and those who fight it or ignore it will lose. This is how technology works, so I encourage you to try it out and share what you learn.?

What I find most interesting about using ChatGTP for marketing / storytelling:?

1. The AI behind ChatGPT can learn and it now saves your conversations so you can come back to them. Just tell the interface that you want to teach it something - a simple storytelling framework, a recipe for mulled wine, whatever. It will learn it, remember it and can use it. Teach it something then ask it a simple question “How would you improve this framework”. The results you’ll get back are impressive.?
2. Humans are better at writing and storytelling but much slower than ChatGPT. This is obvious but important. Let’s say you have a really basic idea you want to explore, this tool can instantly give you 300 words on that idea. Those words might need to be improved but you can give it feedback to improve it. The point is rapid creation and iteration that will speed you up. If you’re already a good writer this will speed up the creative process.?
3. Feedback vs creation. Writers know that it’s a lot easier to give feedback than it is to create something. With this tool you can shift into feedback mode and let the AI do the creative lifting. Share an idea, let it create options, then keep giving it feedback till you have something new, interesting, and useful. Example: Ask it to give you a counter argument for the narrative you’re working on.?
4. Challenge it: Sometimes it’s really hard to articulate complex products or ideas. You just get a little stuck. The AI might not do much better but it will give you something, and fast. It can get you unstuck when trying to describe a new process or idea. For example - what if you’re trying to describe a vegetarian who likes the texture of meat? ChatGPT came up with this one, not me. I was a bit stuck trying to describe it ??.?
5. Try different format / persona options: Basic but really useful. The AI can take something you’ve already written and simplify it, or make it more technical, or re-write it for a specific audience. It can also rewrite it in the format of a conversation, or video script, or email - whatever you need.?

Now that I’ve got some experience using it, I’m coming back to the tool more often. Whenever I hit a challenge while working on a narrative or idea I find myself asking - what would ChatGPT think? It’s like a friend that I can go to for instant feedback or ideas. That’s pretty useful.?

What do you think, tell me how you’re using it or where you think it’s flawed in the comments.?