Reinventing Marketing Education through AI

0:00That said, we started out on the last time that we got together talking about all the cool AI things that are going on. But we went down a really cool other rabbit hole. I want to talk this time, though, about how is Digital Marketer and or Scalable using AI in its business? How have those businesses been AI-ified and how can our audience learn from that?

0:29Hey, everybody. Welcome to another episode of Business Lunch. And we have my business partner and the president of scalable.co and digitalmarketer.com, Richard Linder. Richard, how are you doing today? I'm great. How are you? I'm doing great. I don't have as good of a plant. You've got a really nice plant in the background there. And I feel like that's what's missing from here. You know, so I have a little plant envy right now. I wasn't going to bring it up, but I agree. Yeah, I agree. You need a good plant. That said, we started out on the last time that we got together talking about all the cool AI things that are going on.

1:03I want to, but we got, we went down a really cool other rabbit hole. I want to talk this time though about how is digital marketer and or scalable using AI in its business? How have those businesses been AI-ified and how can our audience learn from that? Okay. So we are AI-fying both businesses and to similar degrees, but different, right? Digital Marketer will be AI-fied slightly, a little bit less, like more of a done with you AI-ification where Scalable is going to be focusing on a done for you AI-ification, if that makes sense at all. So let's talk about DM first and then we'll move to scale.

1:53So we talked about this a little bit in the last episode. I think that we are done with the training of humans as it pertains to the selling of education. We're going to continue to create - One to many courses, one-on-one as well or no? One-on-one in a more consultative level. I think that's still going to be AI powered. so that we have AI. Buy a course for X dollars and then go consume it on your own, kind of feel like we're over that. I think we are almost universally over that. I think even if we are not, I think the market is. Yeah. So good news, bad news. However, one of our core competence, one of our strategic advantages is not only can we figure out what works, we're actually really good at instructional design, at the creation of frameworks.

2:49So structuring trainings that are easy to consume, that get people from one place to the next. So if we're throwing this - Kind of a job to be done type thing, would you say? Jobs to be done. Exactly. So if we have this, does that mean it's dead? Right? Does it, if courses are gone, does that mean the strategic advantage is gone as well? No. I think it actually is more beneficial in where we're at now with AI, because AI is so much easier to train than a person, right? So what we are looking at doing at Digital Marketer is taking the courses that we've created, and they'll still be there, right?

3:28Digital Marketer clients and customers will still have access to go through those courses, but they won't have to. More as a knowledge base than a product, right? Correct. Yeah. So we're going to take those, we're going to train different AI tools, whether it's agents, GPTs, and then we're going to give instructions on how our clients can take those custom GPTs, use our GPTs to customize them and then create their own GPTs. It's right at digital marketer. It's kind of confusing because there's a lot of GPTs. Digital marketers are going to more create these customized marketing AI tools, then create tools that will allow our clients to create the assets they need to use our programming to train their own, not just generic, but for their companies.

4:24So let's give an example if we can, because I think that'll help it make more sense. And then we'll see how that goes. So what's the job to be done and how are we attacking? So we have a program at Digital Marketer, Leads on Demand. It's where we ask most of our people to start when they come into our ecosystem. I need more leads. I need more leads, period. What we find when most people need more leads is we need to figure out how to say, how to reach out and figure out what problem their ideal client or customer is actually experiencing in their words. So we're going to create problem statement ads, and then we're going to run problem statement ads through atomic testing.

5:07And we're going to do all of this stuff that they first have to learn how to do. And then they have to go do. Now we're training AI. We're training GPTs to onboard, ask people questions, produce kind of a client profile or a company profile for that new client. Then they will get a set of instructions and they will get something to upload that tells this GPT, here's everything you need to know about my company, what we do, who we serve, what we believe, what our products and services are. Take that plus this training that Digital Marketer has trained you on, write my problem statement ads. So you don't have to go through the hours.

5:52just so i can be clear is there is this one separate get to know you kind of gpt and gpt is just a mini app for for all you guys that don't know okay uh this is just a like onboarding effectively getting to know you gathering information and then it's going to have a result and then that result is going to be fed to another little mini web app slash gpt absolutely so it used to be hours of watching videos to understand how do I build a customer avatar? How do I go from my customer avatar to my ideal client profile? How do I write my before and after? This is going to prompt them with questions and it's going to produce each of those documents for them.

6:36So someone gets onboarded at Digital Marketer, they're going to have all the core documents they needed produced in our frameworks that it just walks them through and goes, congratulations, Roland, Roland, here is your customer avatar. Here's your ideal client profile. Here's your product positioning sheet. Here's everything you need for the core assets for you to be able to do marketing well. Now let's go in and get you some leads. So you're going to upload those documents and you're going to create your own custom GPT following our instructions that we give you. So they have to learn how to build a GPT?

7:13Step by step. Open this up, copy these, paste it here, upload these two documents that you created from, that our GPT created, hit save. Now you have your first GPT. Now you have your first AI marketer in your business. And what's that one going to do? That one's going to go in and start to work on your positioning. So it's going to create all of your problem statement ads. It's going to go in and work through everything that took you hours to go through the training and start writing 100 problem statement ads. No training, no hours of anything. It's going to take three documents. It's going to ask you a couple of questions.

7:52And a couple of seconds later, it's going to spit out 50 problem statement ad options. And you're going to prompt back and forth. You're going to take those. You're going to run a quick Facebook test. It'll walk you through exactly how to do that. You're going to upload the results. And it's just going to move you through it. by the time you're done with a series of about three or four GPTs, some of which are hours, some of which the new client will build themselves. Yep. You will have updated all of your positioning. You will have run ads to make sure that you're actually speaking to a problem that your ideal clients have.

8:29You will have created a new lead magnet. So a new, something that you can go out and acquire the contact information of that ideal person. It's valuable. It solves a problem that they have. It'll have written the follow-up series to move them into whatever the next step is in your client journey. And you'll move on from leads to conversion. Okay. Zero training required. So at Digital Marketer, we're training GPTs to walk the clients through what they need to do to produce the core marketing assets, then to take those and to get more leads and then to convert more leads into buyers. It's done with you.

9:14So they'll have access to still come on and work with our different experts to work with our different coaches on how to fix that. So that's Digital Marketer. Is that paid then? Do they pay for that or is that free or what? Paid. Yes. So digital marketer that's within our community. So if you're in digital marketer elite, that's what's, that's, what's being rolled out. That's what they'll have access to. Um, they already have access to, I think 36 custom GPTs. We've been training GPTs on all of our trainings for about the past six months and rolling them out to our premium members. Great. And what's the price of that?

9:50If you're in digital marketer lab, uh, you have access to all the GPTs. I believe that, is somewhere in the$29 to$49 a month range, depending on what you have access to. If you're in, if you want access to all the bigger systems helping us build out your basically automated marketing, that's going to be$5 ,000 a year right now. That's going to quickly go up to$10 ,000 a year and$500 a month. Okay. And has this rolled out yet? We are beta testing it right now with some very, very lucky members that are paying nowhere near that. And it rolls out this month. How are you finding that they're dealing with that?

10:32I'm sure that you're monitoring their progress and how they move through it and all that. Our biggest with Digital Marketer, to your point, like, so they're going to build their custom GPTs. That was the biggest concern. Luckily on that side, we tend to have a more tech savvy client. But even so, it was something that we wanted to make sure it's a copy paste, step one, step two, one, they're getting results, but we had run such extensive testing on it. We didn't, we knew that wasn't going to be a problem. The biggest hurdle was we wanted to make sure that no one would have a problem creating these custom GPTs.

11:09So that's, that's, that's happening pretty, pretty quickly without any, without any issues. So would you, are there any, uh, tools other than chat GPT that you're using to help you create all of this for the clients? Chat GPT, we're using Manus to go in and really help structure a lot of, a lot of this, what we, what we did when we started kind of the outline, right? Said, how are we going to make this work was plugged in all of our products, all of our core training, kind of what our customer journey should be if someone were to go through it in the way that we wanted them to, including what the outcomes were.

11:51Okay. And go ahead, I'm sorry. And we use Manus to help us say, if this is how it should happen now with on-demand training and the client doing things, now how could we structure this if we flipped it and had it as no training, just outputting GPTs and having AI produce the same results with zero to as little as no learning as humanly possible. That was the goal. We don't want the client to have to really learn anything unless they want to. Okay, that's great. So in thinking about, because this is a shorter episode, but in thinking about how other businesses could use what you're doing at Digital Marketer to help them create a better customer experience or new products, what would you suggest to them?

12:49Like, let's say they have a physical product. I think what we all have to be thinking, and 37 Signals has done this forever, right? 37 Signals, Basecamp, a lot of, you know, a lot more of a tech company, their whole goal or their whole kind of internal process was to disrupt themselves before someone else could disrupt them, right? They tore down their product and their code and rebuilt it every, I think, six months. That's kind of the mindset that I took this past year to 18 months as we've seen this coming is how do we disrupt ourselves before Or a change in just the world disrupts us or a competitor comes in and disrupts us.

13:35So that's the challenge that I would make to anyone listening to this. Ask yourself a big question. If you were going to come into your market and disrupt yourself, or if you were going to be disrupted by the market as a whole, how would that happen? And then what would need to be true about the value that you add to where it wouldn't matter, right? Like if we're helping people create custom AI powered marketing solutions and marketers for themselves, are they ever going to go straight and straight to AI and think that it can replace digital marketer? They could do it themselves. They lose some of the frameworks.

14:14We are valuable in spite of a tool that could have been a massive disruptor. Now, that may not, AI may not be the disruptor in a physical product space, but something is. Maybe it's tariffs, right? Maybe it's some of the, what are the things that could disrupt your business? Who could disrupt your business? If you were a competitor, how would you disrupt your business? And then how would you rebuild it to protect yourself from that? How would you be so valuable to your client that they wouldn't look at that competitor that was what that could have disrupted you twice? That's kind of the exercise that, that we went through when we were looking both digital marketer and scalable.

14:57But instead of a competitor, our focus was AI. That's awesome. I love that. Well, I think that's super, super helpful for everybody. I want to, on another episode, I'd like to get back and talk about in depth some of the different models of AI and other things that are going on that we could use, especially since you're into it. And I think that would be really, really fun. But thank you for being here. If people want to experience this stuff with Digital Marketer or Scalable? What are the best ways for them to do that? So go to digitalmarketer.com. If you're looking for help in creating your own AI digital marketing team and digital marketing agents, and if you want some help in scaling your company and creating an operating system customized to your business so that you can scale, go to scalable.co and go ahead and click the button in the top right corner, book a call, and one of our advisors will walk you through a couple of questions and see how we can help.

16:04Even if we choose not to work together, I promise you, you'll leave these calls with some actionable insights, second set of eyes on your company or your marketing, and we'll leave you better when we found you. I promise you. Love it. That's awesome. Thank you for being here today. I hope you guys enjoyed that. And if you did, please share it with a friend and feel free to reach out to us on the socials. Richard, if they want to get a hold of you on social, are you a social friendly person? I am social friendly. Instagram, Twitter, LinkedIn. Richard, just Richard Lindner or? Richard Lindner. Okay, awesome.

16:40All right. See you guys. Thank you.

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