The Custom GPTs Edition

I’m a big fan of Custom GPTs - both as a user and as a marketer - because I experience their benefits every day and see their huge potential as a marketing channel.

That’s why I’m dedicating this newsletter to Custom GPTs. Whether you’re new to them or already using them, you'll find something useful. Save it for later if now isn’t the right time!

I created my first Custom GPT simply to get better at prompting. Once it started working well, I released it to the public. Now, my clients and audience use it regularly, and it has become one of the best brand awareness campaigns I’ve ever run. It hit three targets at once - building my expertise, engaging my audience, and driving awareness - while also helping me think more strategically about the role of this channel.

Custom GPTs Anyone Can Build

Custom GPTs are personalized versions of ChatGPT that can be tailored to specific needs, industries, or workflows. They allow you to fine-tune ChatGPT’s behavior, personality, and knowledge without technical expertise. They can be private, for use by everyone with a link or public.

You can customize how your GPT responds, its tone, and any special rules for its behavior. You can also upload documents, or proprietary information to enhance its expertise. Some Custom GPTs can even be integrated into your website or tools, providing AI-powered assistance without your audience even realizing ChatGPT is working behind the scenes. Check out my Custom GPT in action on my website

Advanced GPTs: AI That Does More Than Chat

Some Custom GPTs go beyond just adjusting ChatGPT’s tone and personality—they act as smart assistants that guide users through complex workflows. These AI-powered tools understand user intent through natural conversation and lead them to what they need.

For example, Canva’s Custom GPT lets you describe the type of content you want to create and instantly directs you to the perfect template in the Canva app.?

These require more technical knowledge to build, as they are developed at the API level and often integrate with external tools and platforms. However, if you have a clear idea of what you want to achieve, they are still fairly simple for a tech team to create.

GPTs - a Powerful Marketing Channel

Brands like Canva understand the power of Custom GPTs as a new and powerful marketing channel. Millions of people are already spending time in ChatGPT, and Canva has found a smart way to capture this attention in a way that wasn’t possible with traditional tactics.?

Their Custom GPT has facilitated over 9 million conversations, helping users describe what they need and seamlessly guiding them to the right template in the Canva app. This approach turns ChatGPT into a discovery engine, bridging the gap between user intent and action - right inside the AI experience.

How to Find an Idea for Your Own Custom GPT?

Think about the questions you answer most often, the recommendations you frequently give, or the processes your audience struggles with. Then, ask yourself these two questions:

1. What’s one repeatable, high-value interaction your audience needs (you are most? probably giving it away for free already)?

2. How can you turn that into a custom GPT that delivers value?

Tested Custom GPTs – for Productivity or Fun

Here are some Custom GPTs worth trying, whether for work or just to have fun:

• Canva – Describe what you need, and it sends you straight to the perfect template
• Content Genie – A LinkedIn writing assistant that helps craft smooth, engaging, and scroll-stopping posts (my creation)
• Negative Nancy – A contrarian GPT that questions and mocks everything (sometimes, you need that)
• Search Quality Evaluator – Analyzes web pages based on Google’s Search Quality Rater Guidelines
• Video GPT by Veed – Give it a text prompt for a video, and it guides you to their site to finalize it
• Prompt Perfect – Helps refine prompts for sharper, more effective AI responses

Useful Links

How to create a custom GPT - a beginner’s guide

A list of "forbidden words” to instruct your custom GPT to avoid

New Here? Let’s Get You Started.

I help marketers, leaders, and teams use AI tools and workflows to create what they couldn’t before or work way more efficiently. If you're looking to level up your content marketing with AI, check out my AI for Content Marketing resources.