Prompt Engineering: The New Superpower in AI-Driven Marketing

This episode emphasizes the concept of "prompt engineering," which Dave and Steve define as a superpower that is evolving every day. They discuss the use of AI, like Chat GPT 4, and their potential in providing accurate information or performing certain tasks. The guys highlight the importance of giving clear instructions to a chatbot to get the desired results. They also discuss the use of AI in competitive intelligence and advantage. The video touches on the importance of understanding customer needs and desired outcomes to provide effective solutions. Dave & Steve also discuss the use of different types of equipment in various industries, emphasizing the need for efficiency and safety.

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Show Notes

1. **Introduction**: Hosts Dave Loomis and Steve Miller introduce the topic of the discussion - the application of AI in marketing.

2. **Prompt Engineering**: The hosts discuss the concept of "prompt engineering," a superpower that is evolving every day. They encourage listeners to experiment and learn more about this concept.

3. **AI Chatbots**: The use of AI chatbots, like Chat GPT 4, is discussed. The hosts share their experiences with different versions of chatbots and their effectiveness in providing accurate information or performing certain tasks.

4. **Giving Clear Instructions**: The importance of giving clear instructions to a chatbot to get the desired results is emphasized. The hosts share tips on how to interact effectively with AI chatbots.

5. **Understanding Customer Needs**: The hosts discuss the importance of understanding customer needs and desired outcomes to provide effective solutions. They highlight potential challenges that arise when companies try to meet customer demands without fully understanding the implications and costs involved.

6. **Use of Equipment in Industries**: The discussion touches on the use of different types of equipment in various industries, emphasizing the need for efficiency and safety.

7. **AI in Competitive Intelligence**: The hosts discuss how companies can use AI for competitive intelligence and advantage. They share insights on how AI can be used to gain a competitive edge in the market.

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Follow Dave:
https://www.linkedin.com/in/davidloomis/

Get Dave's book: Marketing Is Everything We Do

Interested in learning how Voice of the Customer can grow your business? Contact Dave: dave@loomismarketing.com

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Follow Steve:
https://www.linkedin.com/in/steveamiller/

Get Steve's bestselling book: Uncopyable: How to Create an Unfair Advantage Over Your Competition

Want to learn how to generate more business without spending a ton of moolah, and separate yourself from the competition? Steve's online presentations and consulting will make you UNCOPYABLE! Contact him: stevem@beuncopyable.com

Transcript

Prompt Engineering

Steve: Hey everybody, Steve Miller, better known as Kelly's dad, Marketing Gunslinger, and I'm not going to start laughing like I always do, because this is a very serious topic today and and joining me on the B2B Marketing and Sales podcast is my very good friend, and you know he's a very good friend, because we got in an argument, or I shouldn't say we got in an argument but he yelled at me.

And only good friends do that. And and it wasn't today, it was a couple weeks ago, and I'm still... 

Dave: Struggling, but yeah, obviously he's bringing it up again. And yeah, but but I agree. True friends. I hadn't thought of it. I may have thought of it. Hello everybody. Yeah. I 

Steve: also understand I have a very fragile, I have a very fragile, macho male speaker, author, consultant ego.

Yeah. So anyway. Welcome, Mr. David Mayo Loomis, author of this book, Marketing 

Dave: is Everything We Do. And soon to be author of the trademarked term book, Customer Outsight. Not Insight, Outsight.

Wow. Yep. Yep, and that can be another time when we can talk about what Customer Outsight is. Might 

Steve: be our next, might be our next call. 

Dave: Because when I've explained it, and I explained it to the Chief Customer Officer of a huge software company today. Really? And his mind was blown. 

Steve: Did he go like this? 

Dave: He did.

He made the mind blown thing. And, 

Steve: And I'm going to warn everybody today. That that this is a podcast, but, we also do this on video. 

Dave: And 

Steve: so with chat, we're going to be talking about we're talking about prompting today. And I think that I've mentioned before that, I am absolutely 100% convinced that the newest marketing superpower is.

Prompt engineering. I've said before, understanding your understanding your moose, understanding your market copywriting, that type of stuff. Those 

Dave: are superpowers. We probably need another word. You need to come up with another word for the term prompt. Because everybody uses that term.

It needs to be your term. So think about that. I'll think about that. But 

Steve: in the meantime, but in the meantime, people get it. I think most of the people get what we're talking about right now but let's start there. Let's start there. Okay. Because I have, you and I both have, I think we both have different approaches towards prompting.

I think mine is extremely Naive. And I think yours is extremely intelligent. Oh, 

Dave: I I, there's different ways to do it. For sure. Okay, it's 

Steve: a superpower? Okay it's

definitely a superpower. It's also something that

Dave: is evolving literally every day. I don't know how many of our listeners actually are on TikTok, but I am on TikTok quite a bit, and I listen to I watch videos on a whole bunch of different subjects, and because I have expressed interest, and because I watch videos about AI prompts, I get a lot of videos about people who are teaching others how to improve their prompts for, for better results.

So I've learned a lot from that too, which is just pretty wild. Talk about mind blown. It's amazing. So yes, the answer to your first question is absolutely superpower, something that can be learned. Don't be afraid to experiment. And all that. What is it? 

Steve: What is it? Because I know there's somebody on here right now who's saying, 

Dave: what the hell is ing?

What the hell? Okay. So if you, if you have tried chat g p t or or Bings Bing AI or Bard ai, or Bard, which is Google's or now Elon Musk is threatening to come up with his own thing. So any of these AI. They, technically they are chatbots but they're pretty damn smart chatbots.

It's basically, if you think about the Google, the space where you type in the, in Google that's technically a prompt for Google search, it's never really... Yeah, you know what, 

Steve: you know what, that's a really good point. It's... 

Dave: It's never really been called that or I've never heard it called that, but it is because this is really no different.

It's basically a space to type what you want to know, and you can write in what, a question or or a topic and ask it to do something and make a request. I think 

Steve: in Google, yeah, I think in Google, I think we just call it like search 

Dave: terms. Yeah, we call it search terms or the Google box, or I don't even know what we call it because we just say search Google.

But there 

Steve: are also people, now we, you and I, and everybody on here has been using Google for years now. Okay, and I would venture to say that most of us, including me, don't really use the Google search. As well as we could, because there are ways to put in a search term that are really 

Dave: advanced.

Yeah, definitely. And so we all probably only scratch the surface, even on that. Yeah. And, it, when Google search first came out. We all thought, Oh, we better type one word in. I'm trying to learn about insurance. So I'm going to type the word insurance in. Then we learned, Oh, we should be more specific.

I'm going to write car insurance and I'm going to get this. Then we learned over time that we could just write a phrase in there and that's referred to a long tail search. And Google got very good at processing that and figuring out what that was. And maybe you've learned that if you want a specific combination of words, like a real term, then you put it in, in quotation marks.

Yeah. And then Google won't mix it up. Yeah. It'll search for literally that exact. Combination of terms and 

Steve: I happen to know I happen to know that's that when you really get into that stuff It's called a boolean 

Dave: search Yes, 

Steve: I'm sure you know that I'm sure you know that yeah, but I'm gonna say that I am more of the fool Ian user of that.

I don't even come close 

Dave: to using Google like I search. That's funny, but 

Steve: it just came to me, but that's great but there is a difference in, obviously the big difference I would say is that when you do a Google search, regardless of how detailed you make it, it simply shows you websites to 

Dave: go to.

Yeah. It gives you, it returns you links. Now, subtly I've noticed that Google is starting to produce answers. Yes. Yes. And so it's not quite as noticeable as you might think, but they're starting to do that. So that's very interesting. And I wouldn't be surprised if, BARD merges with.

Google. It has to. It just will. 

Steve: I don't see any other way for it to do that. So now so we've been using Google all these years. Most of us u use it at a very elementary level. But now we've got and we'll just, we can say AI or we can say chatt, whatever we wanna use right now.

And this is now and it's, we could still ask the same elementary questions. 

Dave: We absolutely 

Steve: could. And it will give us pretty good answer but what it does is it answers you. It doesn't say, Oh go to this, go to these websites. 

Dave: And it's giving you one answer. It's not giving you 50.

Or a page and then a thing at the bottom, if you ever, whoever actually really looks at the bottom to see that there's, that it delivered 45 pages of results on your search and oh, I know the top couple are really good, but I wonder what's on like page 55 of that search. You better look there.

Think of the time. 

Steve: Yeah, but and nobody looks past the second page anyway yeah I'm not sure the last time I ever did. How would you describe the difference between writing a prompt or do you want to define a prompt differently? You very correctly and su surprisingly, And I say that from my perspective, because I wasn't really thinking 

Dave: about it.

I didn't think about it that way either, but I, No, 

Steve: but that, that was beautiful. And cause it, it gives us a comparison with something we know. And, 

Dave: and, True and before long, all this is going to be, served up to all of us. In a very similar way that, that Google does it probably for ease sake, whether it's built into Bing or Bing search or whatever.

So I think that'll all happen. How 

Steve: would you, so how would you describe what prompting is? But, in, in the new 

Dave: way. I would say to me, the difference is with Google, I always feel like I'm asking a question, so I'm putting like a curiosity in their search for this, but when I have a prompt in AI, I feel like I'm giving it instructions and the way my mind works.

I pretend that I'm giving a person instructions. That's 

Steve: exactly how I 

Dave: feel. I'm I've got an assistant I try, did I tell you that I tried to name chat? G P t I said, can, do you have a name? And they said, the response was, no, I am an AI robot. I do not have a name. I'm not a, a real per human.

And I said could I name you and. And it said, Oh, feel free to refer to me as any name you like I did that. So yeah, I named her Pat because I thought from Saturday night live. Yeah, it could be a guy or a girl or these days everybody is, fluid anyway. So yeah, I named mine.

Steve: Dave. Where did I get that? 

Dave: I have no idea. It was not you. Oh, I feel like there is a computer named Dave somewhere in a movie. What is it? 

Steve: No, the computer's name was not The computer's name wasn't Dave. What was the computer's name? Hal. But Hal kept talking to Dave. 

Dave: Oh, that's right to Dave. That's right.

Steve: That's what it was. That's what. So I said, one time I'm in a conference and I just said, okay, your name is Dave. 

Dave: And it said, fine. Yeah. So that's that's from the, what movie is that from? 2001. 2001, A Space Odyssey, which I highly recommend. And the word Hal, the name Hal came from the letters IBM and moving one space over from the IBM.

Oh, weird. 

Steve: This is like 

Dave: trivia contest here. I know. It's great. It's great. I love that. I love that movie. Okay. All right. So let's move forward on it. So how do you... I can I can tell you how I do prompts because I got a little like sort of things that I think about, but what do you do in a nutshell?

Steve: Like I said, I'm, I think I approach this very much like a real simple conversation with a, an assistant. And so what I do and this is why I want to say that mine is very simple, but it becomes a conversation where I will, I start out with the simplest statement of all.

And I say what can you tell me about this? Okay. And it comes back. And then I ask, and then I start thinking, okay cause, 90% of the time. 

Dave: You want more, you want something a little different, or, 

Steve: different stuff. Now, I'm not talking, I'm not talking about writing copy or editing or that type of stuff.

I'm talking about if I want to go look for something, Okay. Or I want information about something. Then I start out as simple as possible, and then I expand from there. I say, oh, okay, that sound, that, that's pretty good. But I really thought that, or, and I love doing this. I loved it. I love telling it.

That isn't even close to what I was looking for. Huh. Because it always apologizes. Oh, I'm sorry. Yes. Oh, man. I'm sorry. What's what? What did I get wrong? What would you what is it with you and I go? I thought you were gonna tell me more, you know have more of this involved and it'll say, okay Yeah, 

Dave: like I can do that.

I asked you about me. You said that I was a star not a superstar So 

Steve: wrong. 

Dave: That's right. Yeah you 

Steve: missed the mark. And so I use it as a conversation, but I also, I've also I'm following a lot of people on, and I need to get. I need to get on to that TikTok thing with you.

You do. And tell me more about that. I'm deep into Twitter and LinkedIn. 

Dave: Yeah, there's great content on TikTok. And a lot of the TikTok content creators have YouTube channels. And, in fact, one thing that's fascinating is... They're getting more aggressive about telling people about their YouTube channels, just in case TikTok gets banned.

Oh, yeah. Which would be really a shame, because there really is some... 

Steve: There's a very real possibility 

Dave: that it will get banned. There's an amazing stuff on it. So anyway, now 

Steve: so that's, but when you and I have, when you and I have done this together, where we've gone on and gone into, your prompts, see, I see people on, on, and especially on LinkedIn these guys are amazing on AI and they share prompts that they work on and stuff like that.

And these prompts. are so in depth and so detailed. And then they come up with amazing stuff. 

Dave: They can be. Yeah. And I'm sure that I've only really scratched the surface too. I really love what you said about a conversation because that's really the way I feel it is too.

I think we get used to. It's very different than Google because in another way, which is we do our Google search and we usually like choose from one of those results and then start, going down whatever that rabbit hole is, right? Yeah. It's not like we go back to Google time and time again for the same thing and say could you do this different or different?

That's really how to get the best results out of AI is to keep asking it to iterate. But here is my, I had to think in prep for this about what I do. And I feel and a couple, one, one part of this, I think, two parts of this, but one part of it is new that we, you and I have, I'm not sure if talked about.

So I came up with these three letters to represent what I, the approach that I take C, CQF. So CQF that's what I do. C is for context. And what I do with context is what I mean by that is that if I had an, a real live assistant, like sitting across the table from me and I might say what you did, which is so what do you know about blank?

And listen to the answer and then go back and forth like conversation. But I might to save time because I'm busy try and get them to be pretty close on their first try. But I, if I had a real person in front of me, I would explain the situation. Here's what I'm working on. I'm working on this project for this client.

It's in this industry and it's this brand or whatever. And I've been asked to do blank. And I need a head start on that. I hope that you can help me. Here's what I'm looking for. And I describe it. And so that is the first part of it, which is context. Context. Yes. Okay? Okay. Now, so that's the C.

Now the Q is very... Interesting and fairly, I don't know if it's new, but I've learned to do this new, and I had no idea that it was possible. The Q is for question, and it's not. Me asking the AI a question, it's ask what questions do you have? What questions do you have for me 

Steve: that will, I just learned that 

Dave: That will help you.

Yeah. Deliver better 

Steve: results. I just 

Dave: learned that and I did it today, and again I'm doing the mind-blown thing because it just was like wow. Okay. And so it told me what to ask it, Pat so that it would do a better job with the task that I, that I. 

Steve: Okay. So it so you, so you said so let's let, okay.

So you go through the con the context, and you had several, you sped through it a little bit, but if somebody were to relisten to that they could hear where they would insert their. 

Dave: Correct. Here's what I'm working on. Here's the situation. Here's what I need. Here's what I'm looking for.

Just do you, 

Steve: do you also, do you talk about I'm, I'm in this industry, 

Dave: Yeah, I can read you something from this one. I wanna hear it. I can read something from this. And before I do that, let me tell you what 

Steve: the, oh, do you wanna go through your 

Dave: acronym first?

No, I want, I wanna do that because I may have the order wrong. Maybe it should be C F Q, maybe the last one is Q, but all three of them are there. F is for format, which is, Instructing my personal assistant, Pat just letting them know, Hey, when you bring me back the results, this is the format that I'd like it in.

Now the one example that I'm going to give you that I'll read the prompt from it's It's, I'm asking it to create a table basically as the result, which it does. Someone just told me, or someone on TikTok just told me and showed that you can, there's something called markup, which is where, like a outline form.

And it'll take, like raw data that it's giving you I don't know, it's multiple paragraphs that are all just, together and it'll break it up into sections with bold headings and things like that. If you tell it the right way, it'll actually deliver the stuff that you can just copy and paste if you're using, doing something.

So I think format is the thing. So let me just find. The the example, hang on a second. So let's see. Left client from Cash List. This must be it. Yes. Okay. All right. So this is going to be, this is going to be pretty long. 

Steve: And I want to remind people that most of the time, I'm not going to say all the time because I may have missed some, but the, when I post the episodes on as a podcast, even in audio, I post the transcripts.

Okay. Now it's an AI transcript but I try to give as much information as possible from what we're talking about, because since it's not visual. 

Dave: Yeah. And I'm not going to, I'm not going to share my screen because there's a client name in here. And I'm going to skip over that in my instruction.

Yeah, all right. 

Steve: So it will be in the 

Dave: transcript. Yeah. And if my client is listening to this and thinking, Oh, Dave, we hired you to do this kind of work. And what are you having AI do your work for you? Then you're missing the point because this is not something to replace. A consultant or any of us that are listening it's to help us actually do more and be more efficient with our time.

So if you're paying me by the hour or however you're paying me, you want me to use this because I'm saving my time and I'm increasing the amount of time that I'm doing value added work for you. So this is a game changer. So can I 

Steve: put my spin on that too? Yeah, do go for it.

Cause. And I've had a couple of people, people, I don't actually don't, I don't do hourly stuff. I don't do, I don't work by the hour. I'm sure you don't either but I say to people, look, you got to understand if you had to hire me by the hour, it would have a comment and, and you don't want.

me working on mundane tasks at that level of money, right? I and especially now, and I say, and I'm saying to people now, I'm saying, you can't believe how cool this is that I can go out and I can use this. To do stuff that you would have been paying me to do, and you would have been paying me a lot of money, alright?

But what this is doing is this is giving me a shortcut to getting right into the, to the brain stuff. Which is what, that's what you're paying me for, you're paying me for the brain stuff. Not for the stuff that I can do by, in a, that is a habit. Okay, here's what I wrote.

Alright, I can't wait to hear 

Dave: this. I am I didn't say Pat, but let's just pretend I said Pat. Pat. Hi, Pat. I'm doing marketing consulting for a leading provider of aerial lift platforms. A company called blank. Which I won't name. I've been asked to create an exhaustive extensive list of the tasks.

Contractors and subcontractors perform using different types of aerial lift platforms. Aerial lift platforms include telescopic boom lifts, articulating boom lifts, electric scissor lifts, rough terrain scissor lifts, and telehandlers. Examples of task oriented segments that should be part of my list include electrical, HVAC, glass panel insulation, drywall, steel erection, etc.

Please make a list of all the tasks for both construction and maintenance that utilize aerial lift platforms. Indicate whether the task is associated with construction or maintenance. Indicate the prevalence of each type of aerial lift platform in the completion of that task. Put the output in grid form with the task in the first column.

And the types of aerial lift platforms in the other columns with an H, M, L in the intersecting cells for the prevalence of each type of the task. With H equals high, M equals medium, L equals low. Before you generate the response, would you please ask me five questions that will help you do a better job of creating the most accurate list and analysis?

Thank you about before I could actually scroll down to it, it said, certainly exclamation point. That's what Pat said. Asking a few questions will help me better understand your requirements and ensure the accuracy of the list and analysis. Here are five questions. Are you specifically interested in tasks related to construction and maintenance of buildings, or do you want to include tasks related to other industries and sectors?

Would you like the tasks, two, would you like the tasks to be categorized by trade or industry, or by the specific activity being performed? Three, are there any specific industries or sectors you'd like me to focus on while generating the list? Or should it be a comprehensive list covering various industries?

Four, are there any specific criteria or guidelines you would like me to consider when determining the prevalence? Blah, blah, blah. Five, are there any other specific details or requirements you would like me to keep in mind while generating the list? Please provide your answers and I will proceed with creating the list and grid based on your responses.

So I said to answer the questions, and I did answer the questions. I said, I just all at once. I just said one, one answer, right? Two, one. And I answered two, three, four and five. This one, I said, there is also a smaller category of lifts called low level access that are machines. that lift workers to lower heights safely.

An example of this type of equipment would be a brand name model that I put in, brand name model that I put in. If you want to create another column called LLA for low level access and include this type of equipment, it could help. Please generate the chart now. 

Steve: And then you left for lunch and you said, and in fact, while you were at lunch, you decided to have a three March, three Loomis, three Loomis lunch and be, and then you came back and it was still working.

Dave: Yeah. If it had been the human that I gave the task to. They would have they would still be working, but it wasn't. It was Pat. And within seconds, basically, I have a really nicely formatted list and or grid. And it has my original five columns of the it's really seven, five, five columns of the different types of handlers, including now the new one, low level access, which is called low level access, LLA in parentheses, and then a list of the tasks.

It's not L O L, it's L A. No it's not L O L, it's, and there's 40 different tasks. Like electrical installation, repair, plumbing installation, roofing installation, painting and wall finishing, masonry and stonework, tree trimming, window cleaning, concrete tilt up, walls and cladding. It goes on and on.

And I don't know how many cells in here. In the cells. are an H, M, or L, depending on which of the six different kinds of this equipment have that prevalence in that particular task.

Okay, yes. 

Steve: Again, I need to put sound effects 

Dave: in here. Yeah, we needed a little explosion. I'm going 

Steve: to go find sound effects. And do you have that 

Dave: sound in our intro? It's in our intro of our podcast. 

Steve: You know what? That's, 

Dave: that's right. I'm going to go get that. We could steal that little sound 

Steve: bite.

Can I steal it from ourselves? Yes.

Dave: I love it. Why don't you just ask ChatGPT for the the WAV file of, whatever. Yeah, I, I 

Steve: sound effect. So yeah, 

Dave: what do you think? What is your you're into this and everything, but, and so you're like, nothing surprises you anymore. I'm sure. What do you think of what I did?

Oh, 

Steve: okay. Nothing surprises me anymore. It's the level. It's the level of surprise, right? It's the level. It's that. See, the more I use AI, Okay. The more I realize that I'm a first grader using AI and, and I, when I listened to, or when I read some of these extensive prompts, like what you just read to me of your prompts, okay how extensive it was, I just think.

Why does my little tiny brain not think like that? And so see, yes, I think that I get pretty far with what I'm looking for. I 

Dave: think there's different ways. There's definitely different ways to do it. And it's iterative. I was going for broke. On the first pass, like I could have started slow and then said, now put it into a grid and do this.

Give me the list. But 

Steve: I think it was so brilliant that you said, OK, after you gave it all this information that you know what you wanted, right? And then you said, and

and ask me five questions, And it did. That to me was, that's like the secret 

Dave: sauce. It is. It is. Jeez. So 

Steve: we got a superpower, and then we got a secret sauce, and I think that, that sounded so cool. I would love, see, my whole mind is thinking, This must be pages and pages of information that the response that that yeah, 

Dave: it is, and it's a nice, it's a nice platform because at least chat GPT is, and by the way, I use chat GPT for 

Steve: for that one.

You did you 

Dave: use four? Yeah. Yeah, you think 

Steve: you think it would have it made that much difference to use four versus 3. 5? I think 

Dave: Okay. I think so. You 

Steve: know, I find, I sometimes use both. I start with 3. 5 and I see how far I can go with that. And then when I get to where I'm like, okay, I'm in the, I'm in the realm of where I want to be.

Then I will, then I use them against each other. Actually, I use all of them against each other. I use 3. 5. 4. 0 Bard and Bing. And I, and at that point I go in and I use them all. And it's interesting. It's interesting. Have you, 

Dave: Found any 

Steve: difference? Yes. Yeah. It's interesting because both Bing and Bard There have been instances where they say, they come back and they go, I can't do that.

Oh, really? Oh, I wish I remembered because I had it happen this morning where I was in doing some work and asking him to go get this information and that type of stuff. And, and I was not asking, if you ask it for opinions or to, Oh, tell me which is the best book on brand, it's not going to tell you that it says it'll say that's not what I do.

I don't do that. I can report back to you but your question cannot be, I think it basically says, I'm not a human. All right. So as much as I sound like a human, I'm not a human, but but I have had some very specific instances where ChatGPT 4 will come up with a really amazing response.

ChatGPT 3. 5 will have a pretty good response. Bing will... often responds with, I 

Dave: can't do that. That's interesting. Now one thing that brings up another thing that I wanted to just like advice for people, because I talked to this one person who is a kind of marketer that I know. And He was asking me about these AI chatbots and he hadn't done anything with them, which surprised me a little bit.

And and I said, you need to do this. Obviously you're in this marketing business, so you need to do it, play around with it. And he goes, okay, I will play around with it. And then he sent me an email and it said, he said, Dave I played around with it. And I and I, it didn't really work, didn't really work for me.

He said, I asked it to to what do you call it when you scan a website? Like you is, skim a website or something like that. Yeah, 

Steve: yeah go to 

Dave: this link. He asked it to go and pull all the data off of a certain website and it told him that he couldn't do it, but I'm like, and so then you give up and it's yeah, could you ask it another way?

It's just like when, 

Steve: when, somebody doesn't want to do it, they're not going to do 

Dave: it when a chatbot like gives you a result that isn't satisfactory. Try again. Try a different way, try saying it a different way. Try asking for something slightly different, or let's go, 

Steve: Yeah.

Let's go back. Work around. Go back to how we both in, I think we both agreed in the beginning that using this is like talking to a new assistant. 

Dave: That's a good point. A new 

Steve: assistant. A person who is sitting with you and you've hired this person, and you're saying to them, Okay, here's what I would like you to go do.

All right, go do this. You know what? And then they leave. And if they're gone for a couple of days, and then they come back, and they present you with what they found, and then you look through it and you go, Oh man that's really not what I was looking for. Do you blame them? If you blame them, you're an idiot.

Because it was your instructions. It was your instruction. They followed your, did they follow your instructions? If they followed your instructions, then your instructions were faulty. See, this is, I just, I like to think of this as that I'm talking to a person who desperately wants to help me.

Yes. And so if I go in and I ask it some questions or I give it some direction or something like that, and then it comes back and I go, wow, geez, that's not what I was expecting at all. It's my fault. But I could also just look at it that. Okay. All right. What's missing? What, where did it go wrong?

How can I ask you to go back and do it again? But this time, think about it from this person. 

Dave: Here's another thing that I had, and I, that just dawned on me as you were talking, is that I do all this voice of customer work and I train companies and how to do it themselves too. And one of the things that I stress in this is that.

Your customers are going to, you're going to say, what challenges are you having with XYZ? And they're going to say, Oh, they're going to give you like an idea that they have, like a solution to a problem. Like you need to put, the control knob on the side. Of the machine, not the front. And then the salespeople go around and they hear it a few times and they go back to the company and they say, Hey, everybody's asking for this.

We got to do it. And everybody goes, okay, I guess we'll do it. And they do it and then it costs more. And then they say do you want this? And they say not if it costs more. And where'd you get that idea? I just wanted to, so what I teach is. If you hear things like that, try to find out what the desired outcome is.

I want to minimize the effort required to reach the turn, the on off switch. Or I want to, minimize my ability to stop the machine in an emergency. And maybe it's a special thing, or moving the switch, but maybe it's a handheld thing that they have that isn't even connected to the thing.

In other words... You're asking for what you want to happen. This is what I want to happen. So ask the AI, tell it what you want to learn or tell it what the outcome you want is. It'll go figure out how to get that. Don't say, oh, skim this website, because that's your idea of how it would find the information.

And that's just based on your own experience of how you would find the information if you were doing it. Let it figure it out. 

Steve: Yeah, and I'm going to say this very bluntly, that anybody in our world, and it's more than just Marketing consultants and authors and speakers and stuff like that.

Anybody in our world who resists this will be out of work shortly. You will be you 

Dave: will not be needed. I'm going to go, I'm going to, I'm going to plus that and say, yes, I totally agree. And on top of that. Let me just say, if you haven't tried this yet, you're, to use your term, you're an idiot honestly, seriously, and there's, there is a B2B marketing organization, and I'm not going to name it, and they have they have a a members meeting coming up, and they sent out a link, and on the link it said, Oh, we're doing a survey before this session.

And it was it's to find out, answer this question of the survey. And the question was, have you tried chat GPT? That was the question.

And I thought what that's useless. Who would be coming to this thing and have not tried it? Who in their right mind would be in marketing and have not actually played around with it? Yeah. So guess what? Guess what? You're going to have to, you're going to have to go steal the little explosion blow your mind thing because they sent something out and it said, Oh, the results to the survey are in 55% of.

attendees that are coming have tried JetChat GPT already. And I'm like, Ooh, a whole 55%. Wow. Here's the 

Steve: thing about, and here's the thing about what you and I, we embrace this stuff. We embrace what we see as, it's just I'm. I'm sure you were the same way when the internet came out.

When the internet came out, my book, I told you, I think I told you this before, right? My book that came out in 1990 about how to get the most out of trade shows, my very first book came out. I had a section in one chapter and it was You know, 300 words or something like that where I talked about the coming cyberspace.

I said, it's coming. Be ready for this because when it comes, it's going to shake up the world. And and then when the Internet came out. I dragged all of my clients kicking and screaming into the internet age back in 1994, 1995. Yeah. And all that stuff. Right now, cause I said, this is going to change the world.

You're going to change the world. Right now I'm saying this is bigger than 

Dave: that was. Yeah, exactly. And you talk about that really. really articulately in your newsletter, the Uncopyable Mindset if any listeners. Are, you have to subscribe to Steve's newsletter and it's worth the 9 or something that it might be now.

Yes. It's 

Steve: going to eventually, it's going to eventually be free right 

Dave: now, but once a week, right? Once a week, it's going to be nine bucks a month. Where do they find it? At theadventure. com? Now go 

Steve: to be un be unc copyable.com. 

Dave: Okay. Go to be unc copyable.com and subscribe to the unc copyable mindset because this is fantastic co content.

And it's all Steve and it's instructional. It's not just, it's gonna help you well. 

Steve: I want to share, I want to share very quickly. We're obviously, we obviously have to get out of here. I want to share one thing that I wrote about this week. And and I love it when I'm with Dave because, I get to share some really interesting cool stuff.

What you should hear what we talk about when you're not around, right? It's worth a lot of money. Anyway this week I wrote about I, I thought, you know what? Chat GPT. I wonder what it thinks of me. Did you read that yet? 

Dave: I did. I read it. Yeah. I said, it's brilliant. 

Steve: And I said, what do you think of me?

So I went in and I just, all I said was, would you hire Steve Miller, the author of Uncopyable? That's basically all I asked. Okay. And it came back with stuff about me that I couldn't fricking believe. And I cause I, and I said is there, is there more right?

And it goes, oh yeah, and it's, 

Dave: yeah, it's it's really interesting. And it's pulling things from everywhere, from 

Steve: Everywhere. Cause it's, it was using terms. It was using analysis of what I do and that it's not on my website. It's not in my book.

It's not in my bio. It pulls pieces of that stuff. But then it, boy, it came up with some of the most amazing information and I'm gonna tell you, I have done the same thing now for all my clients. 

Dave: Yeah it's, it is interesting. Now, how And I did it for Dave. How you I also did it for you, Dave.

You did it for me? You sent me a gift one day. Yeah. And it was what ChatGPT said about me, which was damn accurate. Because it did say that I was a superstar, not just a star. Not just a star. Superstar! No, I'm kidding. That's great. Totally kidding. Totally kidding. But, 

Steve: But, now, this week, I did something else.

After I wrote the I did something else. I went out and I picked out... The person that I would consider to be my number one competitor, who actually is a very good friend of mine, but it's not you, all right, because for me, we, you and you and I are very compatible.

We are not competition for each other. Okay. Because you, you do stuff like the voice of the customer stuff. That is what's it going to be called? 

Dave: Out site, customer site, not insight site. Okay. Do you have that domain? Yes. Customer outside.com. Attaboy. 

Steve: Attaboy. Okay. So David, it's trademarked and he, this guy, this stuff.

I can't even touch this stuff because he's so good at it and but I took this guy who I've known for 35 years. And he and I have grown up in the speaking world and stuff like that together. Different paths, but grown ups. And I did the same thing with him where I asked, ChatGPT, would you hire this guy?

Why, or, and why would you hire this guy, right? And it came up with that, right? And then I said, compare... Steve Miller with 

Dave: this guy. Okay. Oh, interesting. You got to see this. Okay. That sounds fascinating. 

Steve: It was it was again, it was showing where I was superior to him and where he was superior to me.

I even asked it to break it down into the pros and cons of each person. And it just nailed them. Just nailed him. But if I'm talking if I were talking to a possible prospect right now, I would be asking questions that are focused on what You know, chat. C PT is saying, if this is what you're looking for, you hire this guy.

If you're looking for this, you hire this guy. 

Dave: Yes. Yes. Un unbelievable. Okay. Alright. On 

Steve: that note, what are we gonna talk about next? What are we gonna talk about next? Because I feel like we're not done. No, and I'm gonna use this as a a leaping point because what I'm gonna say is let's talk about how companies can use Chatt P T.

for competitive intelligence and and advantage. What else would you do to, to Does that sound okay to you? 

Dave: I think it's focused enough that I think that's a good idea. Competitive intelligence and advantage. That's good. I like it. Let's do that. 

Steve: That's what we're going to do next. And You know me, I'm a loose can and I don't know, I have any idea where I'm going with this, but I got this guy on the other side of the screen.

That he knows what the F he's talking about. 

Dave: See, flattery will get you everywhere. That's 

Steve: the F word. Steve knows it. That's the F word that I just used, right? Yeah, 

Dave: exactly. Alright. Okay, folks. We're out of here. This has been the formidable, that's the F word, formidable B2B marketing and sales podcast with Steve Miller, not the rock star and Dave Loomis, also known as the voice and some other things people call me.

Dave, the wave they used to call me in grade school because I had hair and there was a wave in it. Those were the days we'll see you all. And thanks for listening. Come back to learn more about the exciting new world of AI. Bye bye.