The launch of ChatGPT to the general public in November 2022 ushered in a new era in the ever-expanding reach of technology into the workplace and our daily lives. Suddenly people with no technical skills or knowledge of artificial intelligence (AI) could easily query an interactive assistant to perform various types of research, to synthesize large bodies of information, to generate content and images based on existing models, and more. Today, ChatGPT and other AI tools are used in many industries and are changing the way business is done, including marketing.

In this episode, Gail talks with John Jantsch, founder of Duct Tape Marketing, which specializes in marketing advice for small businesses. John is the author of seven books on marketing and business strategy, as well as the Duct Tape Marketing blog. He is also the host of the Duct Tape Marketing Podcast.

Gail asked John what changes he has seen in recent years in small business marketing. He said the most obvious change is the use of social media platforms and online communities like TikTok for marketing. The bigger shift, however, has been in how customers shop and choose to buy. Because of those digital resources, they can now more easily do their own research. They tend to rely more on influencers and reviews they find online than on providers themselves for information. Consequently, they have already progressed fairly far along in their decision-making before they ever contact a manufacturer, seller or service provider.

Now, with ChatGPT and similar AI tools, customers can ask the tool to do their research for them. By doing so, they can skip having to do an internet search. That also means they no longer encounter the ads and optimized listings of sellers and providers who market through those search engines. Businesses need to adjust to the new ways customers are getting their information.

John recommended that interior designers become informed about ChatGPT and other AI tools to understand their basic functions and how others are using them. Then, he said, start playing with them to get a feel for what they can do and for their limitations. “Think about them like hiring an intern,” he said. “They can be an incredible assistant.”

Once comfortable with the technology, use the tools to expand your marketing outreach. He suggested producing a video first. Make a transcript of the video. Then use AI tools to produce that content in multiple formats and distribute it in a variety of ways throughout the various digital media platforms, exponentially increasing your exposure.

John also talked about the importance of having a Chief Marketing Officer (CMO) function to strategize and coordinate all marketing activities for the business. For more information on that and other marketing tips, listen to the entire podcast.

If you’re listening on your favorite podcast platform, read the full shownotes here: https://thepearlcollective.com/s9e4-shownotes

Mentioned in This Podcast

To learn more about John and Duct Tape Marketing, visit the firm’s website at ducttapemarketing.com. You will also find articles, a newsletter, and John’s blog and podcast on marketing for small businesses.

John mentioned the title of his first book, Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide (revised and updated in 2011). He also mentioned the title of his most recent book, The Ultimate Marketing Engine: 5 Steps to Ridiculously Consistent Growth, published in 2021. You will find information about all of John’s books on the website at ducttapemarketing.com/about/books.