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Fire Your Overpriced Marketing Consultant & Use AI The RIGHT Way with Russ Henneberry | PT EP 634
13 ideas de marketing sacadas de «Fire Your Overpriced Marketing Consultant & Use AI The RIGHT Way with Russ Henneberry | PT EP 634», de Perpetual…
- 13 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 42 min
- Publicada en 2024
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Estrategia de contenidosConfigurar un espacio centralizado en herramientas de IA (como Claude Projects o Custom GPTs) cargado con la documentación clave del negocio —guías de voz de marca, fichas de ofertas, testimonios y buyer personas— asegura que cada interacción con el modelo comience con todo el contexto necesario, elevando drásticamente la calidad y relevancia del material generado.
concept that I call an AI marketing Hub client B client C my suggestion strongly suggests that you create an AI marketing process um you create a hub for each a project inside of Claude Claude has projects and then over here we have chat GPT chat PT has custom gpts they are the same thing they are a way of taking the offto Shelf Ai and giving it custom instructions or custom knowledge so in um but I add things like I add things like my brand voice guidelines so here's um but every time I speak to the AI it is starting with the context of all my offers my brand voice guidelines things like…
Escúchalo en el minuto 10:49
Estrategia de contenidosConfigurar un espacio centralizado en herramientas de IA (como Claude Projects o Custom GPTs) cargado con la documentación clave del negocio —guías de voz de marca, fichas de ofertas, testimonios y buyer personas— asegura que cada interacción con el modelo comience con todo el contexto necesario, elevando drásticamente la calidad y relevancia del material generado.
concept that I call an AI marketing Hub client B client C my suggestion strongly suggests that you create an AI marketing process um you create a hub for each a project inside of Claude Claude has projects and then over here we have chat GPT chat PT has custom gpts they are the same thing they are a way of taking the offto Shelf Ai and giving it custom instructions or custom knowledge so in um but I add things like I add things like my brand voice guidelines so here's um but every time I speak to the AI it is starting with the context of all my offers my brand voice guidelines things like…
Escúchalo en el minuto 10:49
Onboarding de IA como consultor de marketing para resolver el 'cold start'
Investigación de mercado y clientePara resolver el problema del inicio en frío con la IA, se debe configurar el espacio de trabajo asignándole el rol explícito de consultor de marketing y cargando la misma documentación estratégica (buyer personas, productos y objetivos) que se le entregaría a un asesor humano contratado.
you described earlier Ralph was what we call the cold start problem it it is it is this idea that every time we go to start using AI it we have to start from zero like it doesn't know anything about what we're trying to do what we're trying to accomplish when you work inside of a hub like this that has not only all this information but it also has the context of all the conversations to think like if I was working with a marketing consultant what would I what documents would I want to give that consultant what knowledge would I want to onboard that consultant so that they could have the most…
Escúchalo en el minuto 15:41
Ingeniería inversa de ofertas de competidores mediante IA
Investigación de mercado y clienteSe puede analizar y desglosar con precisión la estructura de la oferta de un competidor introduciendo la URL de su página web en un modelo de IA con la instrucción directa de realizar una ingeniería inversa de sus componentes.
can you can go over to chat gbt for example and have it go visit a web page and say I want you to reverse engineering and outline this offer and it doesn't have to be your offer either you could go to a competitor and say like go look at this page and tell me everything about the offer um and I have
Escúchalo en el minuto 15:02
Creación de hubs de IA personalizados con contexto de negocio
Investigación de mercado y clienteLos modelos de lenguaje genéricos generan respuestas superficiales porque no conocen la empresa, un déficit que no se resolverá con futuras versiones de IA. Para obtener apoyo estratégico y creativo de calidad, se debe construir una base de conocimiento o 'hub' dedicado por cada cliente o proyecto que incorpore cuatro pilares esenciales: buyer personas detallados, oferta completa (precios, paquetes, garantías y…
that if you have clients you should build a hub like this for each client right so you take and even if all you did was just upload your personas into conversation with an AI that understands that how much do they cost what's the offer do you do bundles do you have guarantees do you have payment terms query for me to ask a generic AI because it's just going to be like well I have AI Hub right it's going to be able to have a much better uh conversation with me because it it's got all of the context of you know what am I and so I I are personas offers brand voice uh marketing goals if you just…
Escúchalo en el minuto 30:24
Matriz de transformación antes/después para guiar el copywriting generado por IA
Mensaje y copywritingEl copywriting se basa en articular la transformación del estado inicial (dolores y problemas del avatar) al estado deseado tras usar la oferta; estructurar esta matriz de antes y después junto con la voz de marca y alimentar con ella a la IA evita respuestas genéricas y adelanta decenas de pasos en el prompting.
copywriting is a lot about talking about the before state of your persona and then so so empathizing with that before that's a lot of what copywriting is it's the articulation of uh transformation that transformation from before to after right well I build out these matrices I've got the Matrix of this copyrighting Matrix that sort of describes what it feels like what's that transformation what's it like in the before State what's it like in the anate and when it starts with that your copywriting output and you know you add in there the brand voice you add in there uh detailed information…
Escúchalo en el minuto 25:15
Adjuntar documentos de buyer personas y dolores del cliente como contexto base en herramientas de IA
Estrategia de contenidosPara evitar respuestas genéricas y poco aplicables al generar contenido o copies con modelos de IA (ChatGPT o Claude), se debe alimentar su base de conocimiento con un documento de buyer persona centrado en sus puntos de dolor específicos. El dolor del cliente es la variable más crítica para que la IA produzca ángulos relevantes y listos para usar.
demonstrate the difference between today for sage now Sage is a Persona of reference my Persona right it's going to well I've got I've got a lot of context literally just a Persona in a in a PDF right like I know what you're selling I crazy uh impact on the quality of the avoids this cold start problem where if AI you're going to get a good response but probably not very useful right not very usable because it has no Sage what is Sage's problem because Persona all the pain points of sage are just add personas just add the people get you 50% there when it knows who who information it would be…
Escúchalo en el minuto 20:08
Estrategia de contenidosAlimentar un proyecto de IA (como Claude Projects o Custom GPTs) con transcripciones de contenido propio (webinars o podcasts) y directrices de voz de marca permite generar borradores para redes sociales que alcanzan el 90% del resultado final, preservando las ideas originales y la autoridad del creador.
that said like what I do a lot is I upload transcripts of webinars I give um and things like that so it begins with Source material right so it is my thoughts it's just that I delivered it podcast you can upload your transcripts and then you can say what's some LinkedIn content you find inide the transcript okay here's a here's 10 ideas cool write number two but use my brand voice guidelines you're going to get yourself 90% there yeah and then you can pop it into a Google doc make some changes and it you know think about it that is your original thought just what we want to be doing when…
Escúchalo en el minuto 36:11
Alimentar a la IA con contexto de negocio específico para superar resultados genéricos
Estrategia de contenidosLos modelos de IA comerciales dominan conceptos generales de marketing pero carecen del contexto particular de un negocio (ofertas, avatares de cliente, objetivos y tono de marca). Para obtener contenido y copy de alta calidad y evitar respuestas genéricas de commodity, es necesario nutrir la base de conocimiento de la IA con los datos y activos específicos de la empresa antes de solicitarle tareas de creación.
that the reason Reon that we're not getting good results from AI is because we're using generic off-the-shelf $20 a using it as it is is that it knows nothing about your business like it it knows nothing about is the business that you are currently marketing it doesn't know the offers it doesn't know the personas it doesn't know the goals of anything about the business and when you take and add that content to the ai's brain or knowledge base the results are astonishing um so will still be working with a commodity the same thing everybody else has got until you learn how to uh season the AI…
Escúchalo en el minuto 5:28
La ventaja competitiva en IA reside en los datos contextuales del negocio que se le suministran
Mensaje y copywritingDado que el acceso a modelos de lenguaje rápidos es un bien genérico (commodity), la calidad del resultado de marketing depende exclusivamente de los datos propietarios que la empresa introduce en el sistema, tales como datos del CRM, dolores específicos del cliente y detalles de la oferta.
this is why uh those those businesses that figure out that this game is about what data are we going to bring to what has now become a commodity which is 247 entire AI game is about it's about out what data am I going to bring into this AI so that I can get results because everybody has access to the generic version it's going to be are you plugging in you know what are you bucks to do is to figure out how to integrate things like their CRM into it data inside of that business that if you added it to the ai's brain you're just going to get such better output does
Escúchalo en el minuto 26:33
ConversiónAlimentar a un entorno de IA con transcripciones de las mejores llamadas de ventas permite comparar automáticamente el desempeño de vendedores júnior contra ese estándar para detectar discrepancias y guiar su entrenamiento.
AI for customer service or for sales or like if I if I added uh recordings or transcriptions of 100 sales calls into here I mean think about think about now I've got an AI that has this broad capability plus it has uh a 100 sales calls for my best salesperson on on the planet right so it knows how this person speaks how it talks and then I take and I take a junior level salesperson that I'm just hiring and I take one of their calls and I say how are these two different you know like how can I how can that that's about AI is like you have to be bringing your own quote unquote data to the party
Escúchalo en el minuto 19:19
Estrategia y decisiones de negocioLas empresas de cualquier escala (desde profesionales independientes hasta corporaciones) adoptarán modelos de inteligencia artificial ajustados y personalizados por departamento, alimentándolos con activos internos propietarios (como grabaciones de llamadas de ventas o procesos específicos) para multiplicar su rendimiento operativo.
I think what we're going to see is every company on the planet uh large or small solar preneur all the way up to the Enterprise is going to have a custom AI that fine-tuned if you will or customized for departments uh this is certainly just a marketing process you could see a use case where you would season or add to or fine-tune the AI for customer service or for sales or if I added recordings or transcriptions of 100 sales calls into here I mean think about now I've got an AI that has this broad capability plus it has 100 sales calls for my best salesperson on the
Escúchalo en el minuto 0:00
Estructura de precio anual y descuento de captación para membresía de formación
Oferta y precioLa membresía The Click Pro se comercializa a un precio regular de $348 al año, utilizando una oferta con descuento de $100 ($248/año) dirigida a la audiencia de canales aliados (podcasts).
click. it's a membership uh where we're I'm just piling trainings like this into uh into this membership uh it's $348 a year it's called The Click Pro you can Perpetual traffic you can actually go to click. PT and there you'll find find a $100 off um which gets you down to $248 for the year and you'll learn this AI
Escúchalo en el minuto 39:04
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