Digital Marketing: Define Your Business Purpose & Target Audience | Phil Ebiner | Skillshare
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Digital Marketing: Define Your Business Purpose & Target Audience

teacher avatar Phil Ebiner, Video | Photo | Design

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Define Your Purpose

      4:03

    • 2.

      Case Study: 3 Brand's Purposes

      5:25

    • 3.

      Position Your Brand

      4:06

    • 4.

      Case Study: Amazon and Harley Davidson Positioning Statements

      3:05

    • 5.

      Unique Selling Proposition

      6:01

    • 6.

      Personality: What's Yours?

      1:49

    • 7.

      Case Study: 3+ Brands Show Their Personality

      6:54

    • 8.

      Find Your Target Audience

      4:57

    • 9.

      Validate Your Business Idea

      8:30

    • 10.

      How to Use AI for these Digital Marketing Tasks

      37:31

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About This Class

When starting a business, one of the most important things to do is to honestly figure out what your purpose is, and who you are serving - your target audience.

In this mini-course, you'll do more than just that:

  • Define your purpose
  • Position your brand
  • Figure out your unique selling proposition
  • Come up with a brand personality
  • Find your target audience
  • Validate your business idea

We'll walk you through practical projects that help you achieve all of the above for your business. Plus, we have case studies to show you other successful companies' examples.

Let us help you launch your own successful business!

Enroll now and we'll see you in class!

Phil

Meet Your Teacher

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Phil Ebiner

Video | Photo | Design

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Can I help you learn a new skill?

Since 2012 have been teaching people like you everything I know. I create courses that teach you how to creatively share your story through photography, video, design, and marketing.

I pride myself on creating high quality courses from real world experience.

MORE ABOUT PHIL:

I've always tried to live life presently and to the fullest. Some of the things I love to do in my spare time include mountain biking, nerding out on personal finance, traveling to new places, watching sports (huge baseball fan here!), and sharing meals with friends and family. Most days you can find me spending quality time with my lovely wife, twin boys and a baby girl, and dog Ashby.

In 2011, I graduated with my Bachelor of Arts in Film and Tele... See full profile

Level: Beginner

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Transcripts

1. Define Your Purpose: welcome to this first section in the digital marketing masterclass all about defining your purpose and finding out your true target audience. Now, this is a very important part of the whole digital marketing process, if not the most important part. Because what we do now in this section will affect what we're going to be doing in the rest of these sections and all of the sections about content, marketing, about social media, about advertising. What we find out right now in this section is going to affect that. So I know some of you are going to be like Phil. I want to get to the good stuff. I want to be making viral videos. I want to be blowing up on instagram. I want to be putting out ads that direct people to my products and services and actually make sales, and I know we're going to get there. I want you to know that we will get there. But first, this is so important. I ran my own business for many years before I actually sat down and did these exercises, and I'm gonna break them down over the next few videos. Simple exercises that will help you understand? No, only who you are as a business better, but also your audience and how you can serve them better. That's what it's all about. So enough intro. Let's get straight to it first, we're talking about defining your business, and really, the core question is, what are you doing to make the world a better place? And in addition, what problem are you solving? Let's look at video school online, my media business as an example problem. One is going to film, photography or design. School is expensive and doesn't work for most people's schedules or budgets. I know I went to a private film school, Loyola Marymount, one of the top 10 in the country. I was over $107,000 in debt after graduation. Luckily, because I grew my own business, I was able to pay that off within the 1st 2 or three years of graduating. But not many people can do that, and not people many people should do. That should go to an expensive film school to learn these skills that you can learn other ways. That's the problem in the solution to this problem is that you can learn with affordable, get high quality online courses at your own pace. You don't have to goto interest additional school to learn. So after you come up with your problem and your solution, come over with sort of a statement. This isn't technically your mission statement, but it's a statement of your purpose. For videos Go online, the world would be a better place if people could learn creative skills without paying for expensive schools. So that sums everything up right there. The next problem that I'm trying to solve is that there is a steep learning curve to knowing how to use the tools that help people create high quality visuals. So this is kind of a step back. We're not just talking about film, school or photos. School. It's all visuals. We're talking about the tools being difficult. So my solution is we break down complicated subject so people with no experience can not only learn the tool but learn how to use it right, because that's what I have experienced in film school, but also with online tutorials, online courses, A lot of people teach you how to use the tool, what buttons to click, what options you have, but they don't teach you how to use it in a proper way. So our purpose statement is for video school online. The world would be a better place if creative skills were easy to learn and that, at its core, is what we aim to do. Now let's look at a few case studies, but after watching this lesson, I want you to do this. I want you to write down the problem that you're solving the solution you have. And then that problem solution statement for your business, the world would be a better place if what you fill in the rest. 2. Case Study: 3 Brand's Purposes: Let's look at case studies to show some real world examples of companies that are making the world a better place or are actually solving a problem in the world because not all companies technically have to make the world a better place to be successful. We know that. But these air three examples where we're gonna go from one that's more of a nonprofit to a for profit company and show how they are defining themselves with all of these case studies . What we're trying to do is show you real world examples of what we're teaching in this class to tell you and to show that we're not just telling you nonsense. This is what people are actually doing to be a successful company, part of their digital marketing strategy. First, we have the Real Medicine Foundation. This is a non profit that works around the world, solving some of the world's harshest problems. I actually did a proper project with them in college. I went over to India, went to a small village in the middle of India. Billy does, and we actually built a health center there, and we raised money in college really amazing project And that's how I knew about them. Right on their homepage page. They have their vision. So this is that riel Medicine foundation dot org's, and they talk about working with local prop populations to discover visionaries and leaders who are best able to solve the challenges faced in extreme poverty and disasters. Together, we create innovative solutions and strong communities that sustained the human capacity to thrive, turning aid into empowerment and victims into leaders. So this is kind of their vision. They don't specifically talk about the problems they're solving, but if you scroll down, you can see all kinds of things they have links to. If you're interested in checking out, they do disaster leave. They work with different diseases education, refugee support, mount nourishment. That's what we were working on. So they have lots of different problems they're solving, so this is kind of a big overview of what they do. But I just thought this is a quick and easy example of pretty much any non profit. You go Teoh or go to their website. You'll see what problem are they solving? Let's move a little forward to a for profit company that still has a similar sort of mission. Tom's Maybe you've heard of them. They're the company that makes the shoe where their whole thing, their whole shtick, is that they give away a pair of shoes for every pair of shoes that are purchased. And they also have expanded to the same thing with glasses and other products. So right here on their home page with every product you purchased, Tom's will help a person in need. So with their shoes, you're actually paying for them to send shoes to someone in need. So that's the problem they're solving. They they start out with that very specific problem of people in poorer countries. Don't have shoes. So what do we do? We sell shoes, and we we charge a little bit of a higher price, but it's for a good cause because we're actually giving shoes to someone in need. So that's their problem that they're solving, and they show it on their brand, their website. Throughout this whole section of this course. I think it would be good to check out some of these companies that I'm showing you just to see sort of their whole brand identity to We're gonna talk more about that in an upcoming lesson. Lastly, we're moving from a nonprofit to a for profit that has a really good like mission about helping the world to a company called Chubbies, which is on a mission to make the world a better place, but not by helping the poor. Necessarily. Chubbies makes short shorts for men and women now, but they start out as a coming up, made shorter shorts for men, specifically swim trunks, and then they expanded to just regular shorts. Now they're doing tops and everything like that on their home page. If you goto chubbies shorts dot com, you see their mission statement, and it starts with, we believe in the weekend. We believe that short shorts is a redundancy. We believe in swim trunks, blah, blah, blah so you can read this yourself. But some of the stuff that they believe in, we believe in in comfort. We believe I we do not believe in the top button. Some of the seven is kind of funny, but at the end of the day, what they're mission is, and what problem they're solving is that people are too serious and short shorts kind of breaks, the hat pulled, and I actually don't own a pair of chubbies myself. I totally believe in their mission. Maybe all go ahead and buy some right now, but I think it's a pretty cool sort of company mission statement. And it's a It's a problem that not everyone sees as a problem, but it they've stuck with it, and people have really latched onto this idea, and it kind of helps come across in all of their digital marketing strategies. Their social media pages there graphics, the style, their voice stuff we're going to get into in the next few lessons in sections. So these were just a few case studies. If you have any examples of your own with a problem and a solution, we would love to check him out. So send them to us. And I hope you enjoyed this case study, and we'll see in the next lesson 3. Position Your Brand: Now you know what problem you're trying to solve. Next is positioning your brand, and really, this is starting to understand what makes you different than the competition, and that position will help you sell your products better. So there's a few questions that we're going to run through, and we'll do that again with video school online as an example. Question number one is what makes you different, and please follow along with this as we're doing them, or pause the video are after this video plays. Do it for your own business. The answer that we have is that our courses are available to the world, so it's not just localized. Our courses are available for a low cost. Our courses are higher quality than the competition, and you'll learn as if you were being taught by a friend. So this differentiates us from different types of school. So in traditional college, you know we're not being taught by the old professor who has been in the film industry for 50 years and maybe may actually be a little outdated. Or maybe isn't just as friendly or approach as approachable as someone like how we teach our courses there definitely available to the worldwide audience. Anyone who has access to the Internet, we try to make them higher quality than other online courses, but also just online tutorials like YouTube videos. And so those are some things that set us apart. The next question is, why do you do what you do? Why are you even doing this business? Maybe is just to pass the time. Maybe it's just to make some money, but those aren't really good reasons. You should have a better core reason why you are running your business, and this can maybe tie into what we learned in the last lesson about why we're making the world a better place for video school online. We teach so that others can enjoy a new hobby, and also so that others can pursue a new career or advance in their own career that they already have. Once you've answered, those two questions, there will help you with your actual positioning statement, and that goes as follows for the target customer who needs what your product is. A blank. It's a type of thing that does something. The statement of benefit. Unlike another company or another type of business, and then you sort of wrap it up with your product is different because of what? Now that's really confusing. So let's just go through an example. So for video squall line, it's for businesses and entrepreneurs. That's the target audience who use visuals to sell their products. So that's a very specific audience right there. It's not just people who like creating visuals. Not necessarily, even though we do accept those types of people in our courses. Video school online is an online school, so that's the product type. You can be a landscape business. You could be a window cleaning business. You could be a social media marketing company. You could be a podcast host. You could be any type of business. That's what this is about. So video school online is an online school that helps people learn and improve visual skills. That's coming from the questions we answered, unlike traditional schools, blog's or YouTube tutorials. So that's our main competition in the big scheme of learning. Now, of course, we compete with other people who teach online courses, but really, what we're trying to do is compete with the traditional schools. The blogger articles and people who just read blog's and watch YouTube videos. So our differentiation statement goes. Video school Online teaches hundreds of online courses to take you from absolute beginner to advanced mastery. So let's look at a few case studies, and then you do this yourself. Take that structure for the positioning statement, answer the two questions before and come up with that target audience and your differentiation put it all together. 4. Case Study: Amazon and Harley Davidson Positioning Statements: One of the best articles that I read about positioning is this one that is on the first round review, and this is actually the one where I work through my own positioning statement, and they have some examples. So I want to walk through a couple of examples of different companies. Positioning statements, help. You better understand what we're talking about. I know I already didn't mind, but it's good to look at sort of riel companies that you might know. So for Amazon's positioning statement, they say, for World Wide Web users who enjoy books, Amazon is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon provides a come combination of extraordinary convenience, low prices and comprehensive selection. So there you have it. Their audience is huge worldwide Web users for people who enjoy books, that's a giant audience, too. They talk about how they position themselves as a retail bookseller. This is when they were starting out. This is the early positioning statement, and they have lots more than 1.1 million books now. But that's like wow, that's a ton of books compared toa traditional book retailers. And then they talk about the convenience. The low price is in the comprehensive selection being the things that separate them. Let's look at Harley Davidson, the motorcycle manufacturer, so they say they changed it up a little bit. But the the only motorcycle manufacturer that makes big, loud motorcycles for macho guys and macho wannabes, mostly in the United States, who want to join a gang of cowboys in an era era of decreasing personal freedom a lot going on there. So their audience, at least when starting, was mostly the United States and still probably is mostly the United States. They're targeting specific guys, people who are macho guys but also people who want to be macho because we know there's a difference there. They talk about what they make big, loud motorcycles, and it's for people who want to gain, want to join a gang of cowboys in an era of decreasing personal freedom. So this is kind of going to help them determine how their person, their voice, the types of advertising they do, the way they're advertising looks. The rest is kind of directing where they're putting that advertising, who they are targeting with it. But this is really going to determine their voice and how they separate themselves from other companies, including the big loud motorcycles, because that is really what steps sets them apart. All right, so I hope these two examples help you come up with your own positioning statement, and I can't wait to see it myself. So please complete the assignment, send it to us, and we'll give you any feedback advice critique that we have banks and see in the next lesson. 5. Unique Selling Proposition: Let's take what we learned in the last video a step further with our unique selling proposition. This again is similar, but a little different. It's what separates us from the competition in knowing this will help us sell our products and services in the way that we used copy and language to determine why we're different in our personality in her style. So the first question is what other companies are similar to you by knowing this will be able to understand how weakened, if a wrench eight ourselves from them. So for video school online, there's two companies that come to mind. One is whist AEA dot com, and the other is craftsy dot com. What you should do is actually write down what these companies do really well, so for whiskey at what they do really well is they put out really high quality video content, so their content marketing strategy includes a lot of videos. They're highly professional. Also, they have a great personality in a great tone that runs through not only their videos but also their blogged articles. Now what doesn't West you do that? Well, well, in truth, there actually not an online Learning Company. They're not just a media company. They build tools that help video creators, but that's really they're not going after that target audience. So while they put out a lot of content and they could really do well in that industry in the online learning market, that's not where they're focused. Now let's look at craftsy. Craftsy is an amazing company with again. Lots and lots, of course, is high quality courses, high quality teachers on thousands of topics, which is a benefit, but also that something that detracts from them. Because if you're just going in to learn one topic, then perhaps you might be bombarded with all these other things that you're not interested in. So that's one area where they've taken the whole crafty idea and gone crazy with it. They have classes on everything. And while yes, some people might like crashing and baking pies. Not everyone's going toe like all of their topics. So that's one area where video school online could be better. I think with a more focused catalogue of media, Craftsy also is really good at social media, so I've got in a lot of inspiration from craftsy for my own using things like Pinterest, instagram, Facebook groups and even some of their the way they create their YouTube videos for inspiration. And this is what it's all about looking at companies not as just competitors but as inspiration. But the next question is, Why is your company different? And why would someone buy my product or service, which is course online courses compared to another company? And what I believe is that, well, video school online courses are more focused like I mentioned, that's one area we do better. It's mawr just for visually creative people, even though we are expanding. And that's one of the biggest problems we're dealing with right now is expanding to other areas, and how do we cater all of our audiences? But that's one area we're trying to be more focused, and also our courses air more affordable compared to craft sees. Let's look at a few case studies to better explain this. First we have FedEx who says when it absolutely, positively has to be there overnight, they're trying to set themselves apart from other companies, private or even government companies that might not be able to get the packages overnight guaranteed M and M's. The milk chocolate melts in your mouth, not your hand. So they're competing and setting themselves apart from other chocolate companies that have that sell chocolate that melts in your hand on a hot day. Kiva. There are plenty of places to loan money for a profit. There are also plenty of places to donate money to help change people's lives. What about loaning money to change lives? That's where Kiva comes in. So they're kind of setting themselves apart for two different types of people. People who like loaning out money as an investment to gain more money. Also, people who just like helping other people out and donating money So they come in at this crossroads and provided product or a service for that Tom Shoes. Tom's shoes are quirky, comfy, light and inexpensive. That alone maybe isn't enough to make a company stand out in the shoe business. The most unique and compelling part of the Toms Shoes story is that they give a new pair of shoes to a child in need for every pair you purchase. That's a great unique selling proposition, and other companies have taken this and ran with it as well. Buying glasses they'll send a pair of glasses is to someone in need. But this is really something that people can get behind, and it gives you a reason to purchase this company's product or service. And that's what it's all about. It's the reason they buy Tom Shoes versus fans or Nikes. Lastly, let's look at video school online, learn creative skills wherever and whenever you want, go from absolute beginner to advanced mastery. So that first part is wherever whenever that's competing, differentiating us from traditional schools, traditional education and then going from absolute beginner to advanced mastery. That's where we're trying to separate ourselves from other online media publishers because a lot of those publishers put out beginner classes or they just put out advanced classes and they don't go through the entire process for the learner. So that's where we're trying to come in and differentiate ourselves. Why are you different? Start brainstorming your own unique selling proposition because if you know that and if you have one, you're going to do very well in your business. 6. Personality: What's Yours?: Here's a quick lesson on personality because it's important to have a personality as a business, and I don't mean Teoh be a very you have to be a certain way, but you have to understand what your personality is and use it to your advantage because your personality should match your target audience. You should have a personality that your target audience relates to and connects with. What is your business is personality. It's your voice, your style and your place. So this means not only what you sound like but also the types of words you use, how you use them. Are you casual? Are you very professional? Are you more modern? Are you a little bit old school? Your style comes across through the graphics, the types of content you put out and also with place. It's about where you are. Are you on social media and within social media? Are you on the old school traditional Facebook, or are you on the new school places like Snapchat? All this comes across as your personality, and where does this come across in terms of digital marketing? This comes across in your website throughout your entire website in the emails you're sending in the videos you create and the advertisements that you make. Now, let's go through some examples. So first video school online. Our style is down to earth. Honest, friendly, I hope, anyways, peer to peer as opposed to being a know it all and confident, but not in a bragging way. We are confident in what we know and what we say, but we're not saying it to make you feel bad about yourself. So that's our sort of personality. Let's go through some more case studies to see what other types of companies are using and what other companies personalities are. 7. Case Study: 3+ Brands Show Their Personality: one of the best ways to find a company's personality is by checking out their social media pages. So we're gonna dive into instagram for three companies to see how these companies are sharing their personality. First is a company we looked at before chubbies, the maker of short shorts and their instagram pages full of user stories or user submitted photos. Most of these photos, and I actually listen to an interview with the founder of Chubbies, and most of these are just photos that people send and submit. And because they have been doing this for a while, so many people are submitting photos that, ah, lot of their instagram marketing is done for them. And you can imagine why this works well because you're seeing riel people, normal people, while quote unquote normal people. Some people might not say normal people people that maybe you want to be like. And if you see all these people posting, it's not, you know, the slick model, and they even say this, you know, they start out the the company start out there all kind of big, chubby dudes wearing short shorts, so they're not going for the sort of perfect skinny model look. They also have a lot of old dad photos, and that's kind of their there kind of thing to, you know, the reminiscent old seventies eighties photos of your dad in the short shorts. And so you can see here just lots of fun photos. Not a lot of graphics, just photos, but they also kind of make them. They magnify them, and so they do. Very simple graphics of just some text on top of the image Mom ing level expert. Let's see here doing the ostrich the best way to avoid cute couples picks So they do these , they make him funny, and that's their personality. Let's look at Tom's, which is very different. Tom's goes for the more classic beautiful look. Their photos are perfectly composed, well lit, well edited. They do tend to have very beautiful people in their in their in their instagram posts. So they're going after that model look, and that's a different way of going after people. You know, if you see all these beautiful people wearing their shoes and their products for many people, that's going to make you want, aware and purchase Tom shoes and products to because you want to be like these beautiful people. That's a marketing technique that's worked for a long time, and so you can just tell their personality and their voice and their tone from these photos . They're very high class, very beautiful, and not that you have to have beautiful people toe have this beautiful style, but they do extra work in terms of composition. And not all of these photos have people in them. Some of them are just photos of the products themselves. Some it's more of a lifestyle thing. So for this example of this photo of this girl on this, this lifeguard tower, you don't really see what shoes she's wearing. You can kind of tell she's wearing Toms, but it's more about the lifestyle of it, you know, with your pup. This is a great photo because it's advertising for the shoes or its marketing. The choose. But what do you look at? You see this cute pup, so a totally different style of voice and marketing for Tom's Compared to chubbies, let's look at one more male chimps. So this is a new company we really haven't talked about. Male chimp is an email marketing tool allows you to grow your email lists and mark email, marketing sequences and emails. And if you look at their pages just funny, silly. You know their name is male chimps, so it is almost automatically going to be silly. So you got these crazy, funky photos with monkeys mail chimp ridden with him with mustard on a hot dog. I think that was actually for a national hot dog day. That's probably why they did that. So just completely kind of absurd and a lot of them you're not. You're like, Well, what What is this about its? You know, how do you market in tech company that does email marketing? Do you just post a bunch of pictures of your tool, your application? No mail? Chimp has gone crazy the opposite way. They're showing just funny, weird people, you know, just they've got their brand identity. They got the monkey as their brand identity or the chimp. Sorry for chimp monkey fans. Chimps, I believe, are a lot different compared to monkeys, but they got their chimpanzee, um, as their mascot, and they that shows up a lot, but just bright colors. That's another thing but their voice is definitely fun, silly, and they show that personality in these photos. And that's no different than maybe another company like a Weber. I'm curious to see if a Weber, another email marketing tool, has an INSTAGRAM account. So you go here, they dio Oh, they got some silly stuff to showing looks like behind the scenes of the worker, but a lot more professional. You know that? Showing the equipment, they're showing these sort of stock images and you know it might work for them. A lot of these sort of techie in the office much different than the male trip you can kind of tell they got this mascot here is a little bit different. Let's look at one more because I think comparing these brands is important. Convert kit. This is the one that I actually used. They cater towards smaller bloggers. Let's go to convert Kit. So a lot of photos at conferences, you know, maybe this is just because this conference just happened, But yet they show a lot of these Internet gurus and thought leaders and experts. It's cool, but it is different than the normal everyday people. This is showing professionals use their tools. And as a an individual as a business, you're like, Wow, all these people use this. It's not like, Wow, I see a monkey that's funny, like their branding that's eye catching and memorable. Probably Convert Kit and A Weber's pages aren't as memorable as Male Trip, but you can definitely tell their voice. See here professional, super sort of that stock image look which I don't think personally is the best, even though I use converted. It's not the best marketing because you don't really see much personality. Anyways. I think this was a really interesting experiment to look at the instagram accounts for these different companies. I hope you enjoyed it. If you have any other companies that you'd like us to check out, or if you have any advice or tips for us, please let us know and we can't wait to see what you do with your own instagram marketing and just digital marketing voice 8. Find Your Target Audience: Now you know your personality. You know why you're different from your competition. Let's geared towards your audience a little bit more. How do you find your audience in the first place? First, let's start with the broadest circle of people who might be interested in your product or service, and then we're going to narrow it down a little bit. So for me, the broadest circle that I came up with was anyone with a camera and a computer, because anyone with a camera could shoot videos or photos and might be interested in learning how to create visuals with them. But that's a pretty broad circle that is, billions of people around the world, and that's great to have that big of an audience. But sometimes it's harder to sell your product. If your audience is so big, you might want to start with a more niche down audience and then maybe expand. So then I was trying to think to myself what's let's make it a little bit smaller. So my next circle was anyone that wants to make videos. And that's how video school online started teaching just video production. And that was great because we were sort of niche down to anyone that wants to make videos, not just entrepreneurs, not just creative filmmakers. But this sort of put us in a bubble where if we wanted to put out photo editing classes or other types of design classes, we were going outside of our target audience. So our third idea for our circle of audience was anyone that wants to create visuals to improve their business. And the reason why we chose that was because, yes, while we will help people who just want to do it for fun, the people who were buying courses from us were mostly people who wanted Teoh learn a skill to improve their career or to use it for their own business, to learn how to make videos for their own business. Or maybe the start a YouTube channel as a side hustle, or start a photography business as a side hustle or a full time business, but not just people who were doing it as a hobby. And we have found that gearing are content marketing and our advertising to that type of person has really succeeded. A really important thing to look at is what are the pain points that this customer is feeling, because if you understand their pain than you can solve their problems and if you can do that, you could sell your solution to them. The first pain point that I found our target audience had was that the pro tools that were teaching like Adobe Photo Shop, Adobe Premiere, Pro Adobe after effects. They're confusing, especially for beginners. They're intimidating to even start. And I know that because I was that type of customer. I remember opening up adobe after effects multiple times enclosing it because I was like, No way, I'm not gonna do that right now. I don't have time to learn how to do this. And so that's one of the pain points. The second pain point is that knowing how to use the tool is not the only problem. Knowing how to use it properly is a big major problem still, and that's something we're continuing to try to solve that problem because we can teach how to use Photoshopped. But how do we teach someone how to create a beautiful graphic or to create a graphic that sells a product and then 1/3 problem, which is kind of separate, but more geared towards the entrepreneur. The business that we're targeting is that they don't have money to outsource this. A lot of companies will just outsource and hire someone to create graphics for them or to create videos for them. But there is a huge market of people who are either solo preneurs people working on their businesses on their own side hustlers or small companies that might need to do it themselves, at least for the time being. And they don't have money to hire out. So we want to teach them the easiest on the quickest way so that they can do it but get back to their own business as quickly as possible. Next, understand? Where does your audience live? We live in the modern Internet age, so in terms of places, we're talking about places on the Internet. Most times we're talking about on Facebook on Twitter are they on Snapchat? Are they on Pinterest on Pinterest? You're gonna have lots of lots more D i Y type people compared to maybe on Instagram, we're gonna have a lot more high end fashion people, so understanding how these different social media works is good so that you can figure out if your audience is on there or not. So by answering these questions, you can understand who your target is and by knowing that we can move forward with the constant marketing in the advertising and social media strategies with this course. But first we gotta make sure that our business is valid, and that's coming up next business validation. 9. Validate Your Business Idea: you have what you think is a great business idea, but you're not sure if there are people that will actually want your products and services . The next step is to actually validate your business. And there's two different ways that I suggest doing this. First, you have soft validation, which is what you can do right now without an audience, literally as I teach you how to do it. The second is hard validation, and I'll talk about that coming right up. But first, let's talk about soft validation, which basically means doing just a little bit of market research yourself. I like using tools like Google, Facebook and YouTube to see if a topic is popular. Now I'm a digital media company, so this might look a little different than what you might do If, for example, you're creating a brick and mortar business, you still have to do digital marketing as a brick and mortar business. But whereas I for this example is I'm going to be looking to see if personal finance for millennials is a great topic for a business or a great business idea you might be looking at. Oh, is there another bird beer brewery in my city, Or how have breweries done in the local cities around me? That might be the kind of market research you due to see what type of competition is out there. If there's an audience for that competition, it's relatively easy to go online and see what companies are doing what you're doing. How are they doing it, And are they successful? If there's another company that's doing exactly what you're doing and it doesn't seem like they have a lot of followers on social media, they it doesn't look like they have a lot of business going to their website. Then it might mean that your business idea is not valid, not necessarily because some companies air really, really good without that social media presence. But it's an easy indicator for a lot of online products in online businesses. So let's dive in and actually do a bit of validation for this example. As I mentioned, I'm thinking about a business geared towards millennials about personal finance. I know personal finances a huge topic, but I feel like there's a niche or an area that's not being served as much as it could be, and that's finance for millennials. So the first thing that I would do is go to Amazon and search for your topic. So I literally type in personal finance for millennials, and I see a few books pop up so I don't have this. I'm not the first person with this idea, but right off the bat, I can tell that this idea might not be the best idea in terms of how we position it. Millennials might not be the ones searching for personal finance advice, and what happens when millennials grow up? And does this idea of personal finance for millennials just not exist anymore? Maybe a better idea is personal finance for young adults or personal finance for kids, even because on Amazon, if I just type in, let's just type in personal finance, for example, we've type and personal finance. You see a lot more books with a lot more reviews. Now the total number of books is an indicator, but better yet, if the number of reviews that can indicate whether a topic is popular or not, let's do one more search for personal finance. Four. And sometimes I like to see what the auto search results pop up. So you see personal finance for Dummies. Personal finance for teens, Personal finance for kids. Let's do for teens. There's a decent amount of books, some with more reviews than the millennial idea. So this automatically tells me that personal finance for teens might be a better idea. Young adults. Let's just see now here, personal finance for young adults. We got more books with more reviews. Now this isn't an end. All be all sort of test to see if the topic is perfect or not. But I know just from some of these and some of the authors that I see that personal finance for just young adults might be a better target audience. Let's do the same on YouTube, so I search for personal finance for millennials, and I already see that the first result is actually from a channel called Millennial Money . So this is exactly my idea and let me just go to their channel just to see what they're actually doing. But I'm guessing this is a channel that is geared towards millennials. Let's just see if it's actually a relevant channel if they're posting a lot because I see the review subscribers is very low on, and they're posting a few videos, but not that many. Now this is a good sign. It just not work with. They're not an audience for it. Or did she just not push far enough or hard enough to make it work? Who knows? Let's go back and let's search for just personal finance. Lost more views on these videos. When you get to personal finance, what also do is I'll just search for channels instead of videos to see what types of channels there are. What I've actually personally heard is that personal finance is an area on YouTube that is underserved. That's something I've heard through some other research. So that's partly why I think YouTube does need some more personal finance channels. But I don't think again that personal finance for Millennials is a great idea. Lastly, let's go over to Facebook. Search for personal finance from millennials, no groups and I'm searching for groups because that will tell me, are people interested in this topic? Let's just search for personal finance like we always do groups, lots of groups, lots of groups with lots of members, investing groups, personal budgeting, groups lots of different groups here about personal finance. So what this soft validation tells me is that personal finance might be a good idea for a company, but not necessarily geared at quote unquote millennials, because that leaves out a lot of people who might be interested in my business or services . So let's move on to hard validation, which is a little bit different. This will give you an even better idea if your business is valid with hard validation. I'm talking about cold calling people, sending out surveys, sending out emails to people and literally asking in them either one. Is this a good idea or asking them what they want from you? If you are able to build up a reputation on Facebook or on social media, if you have any sort of email list, you can ask the audience or your audience what they're looking for. You can also post surveys online, find social media groups related to that topic, for example, personal finance and put up a survey. Use surveymonkey dot com or Google forms to quickly and easily create surveys that you can just share online to get feedback. This could be just about your business itself or about a specific part of your business Pacific service that you're going to provide. And that's what I've done with my audience right now, because we put out a lot of online courses and media and so will ask our audience What courses do you want? What videos do you want? What types of social media posts do you want, What types of podcast log articles do you want? And in the next lesson, I show you an actual example of a survey that I sent out, including all the survey, copy the results we got, and it shows you exactly why sending out surveys can be so powerful. So these air to very easy ways to do market research. You could take an entire class about actually doing market research, and that would take many hours. But if you want to just get started and jump right in, these are a few ways that you can get started today 10. How to Use AI for these Digital Marketing Tasks: Welcome to this marketing Quick Start lesson where you're going to learn how to use AI in defining your business and target audience. This is an update to our digital marketing master class where a lot of the content that you've gone through already is still very valid. It's exactly what we would teach you to do if starting your business from scratch today. However, with new artificial intelligence tools out there, it can help you do this more quickly, easier and more powerfully than ever before to help you get going. So that's what this lesson is all about. We're going to take everything we've done in this section talk about specifically what you can do using AI to help you out. First, we're going to talk about how to use AI properly. I'm going to give you some tips for how not to use AI, and then we're actually going to dive in to tools like ChaPT and do a Kase study of how this is all going to work. So we're going to run through each of these individually, and one of the ways that I'm going to do this is by using a as study idea so that we can have sort of a through line within all of these AI updated lessons for if I was starting a business, how I would it. And the way we're going to do that is with a business idea that I have for my future self, which is I came up with this name with the help of Chachi PT, the Krusty Courier, which is a bread delivery service. Before COVID, before it was popular, I started baking my own bread, and I always thought it would be really cool to have a side business baking and selling bread. I bike everywhere with my kids, and I try to bike as much as possible. And I live in an area where I think there are enough people that would be interested in real sourdough bread and other baked goods delivered by bikes. That's the business idea I'm going to run with throughout this lesson. Starting out, here are some tips for doing audience research and segmentation. One of the best ways to use AI tools like Chat GPT is the ability to analyze a ton of data and give you key learning outcomes from that data. Data and information that you would have to sift through and spend a lot of time doing, you can do it in an instant with a tool like Chachi PT. So one of the easiest things you can do for developing a target audience for your brand or business is simply to ask HachiPT to do it for you. Provide HHIPT with exactly what your business model is, what you're doing, and then tell it to generate a target audience for you. Now, this is going to create a generic target audience that might be global worldwide. Sort of based off of whatever data Chat GPT is looking at, which is the entire worldwide web, and then you're going to be able to tailor it more specifically to your exact location, your exact brand business model. One thing you can do if you do have an existing brand or business or website or social media following is to send out a survey. Send out that survey, and you can upload the results of that survey to HHIPT. If you're using a tool like Google Forms, you can just export all of those answers in a Google sheet format. You can upload that Google Sheet and ask HHIPT to provide insights on who these people are, what their likes, dislikes, depending on what your questions in your survey are. Before you send out that survey, it's probably a good idea to use Chat GPT to come up with questions for that survey. A prompt could be something like, what are five questions I can send out in a survey about starting a new business, doing XYZ? That will give me insights on how to better create a target audience for my brand. Then Chat GPT will give you a list of questions. You can ask for more than five questions. You can pick and choose the ones that you like. That's one of the key takeaways I want you to know about using AI tools and you've probably heard this 1 million times, but it's great to use these tools, but you have to be able to edit them yourself. You yourself, know your business, your brand, your dreams, your desires for your business. So you'll be able to better pick and choose the questions or whatever Chat GPT and these AI tools spits out at you for your business. Another key takeaway is that there are so many tools out there that have been developed to do a very specific part of marketing about running a business. And while you can sort of get the same results or build a tool yourself using hat GPT with a series of prompts that gets you the same or similar results. But if you have a budget or just have the time to check out these other tools, which often have a free trial, They do this automatically for you. A tool like brand 24 is great for doing industry trend research. With brand 24, you can analyze competitors and get customer insights into your brand, other brands and topics. So you can do that initial research into a business idea. I'll talk a little bit more about segmenting your audience with other tools later on. But the basic gist is that now we can take that information gathered from research done with HACEPT gathered from survey results, gathered from these other tools, and you can ask AI tools to create different segments of an audience because that's where digital marketing has gone and is going to continue to go complete personalization of the entire marketing funnel. And that means the content that you're showing people, the messaging, the actual words and verbiage that you're using within those message messages on social media through emails, in ad placements. All of that has to be segmented and tailored to a specific audience to work better than ever, and you can do that with AI. Once you have a specific target market, maybe you have a specific segment of that market that has different demographics, whether it's older or younger, male or female, college educated, high school educated, interested in certain topics or other topics, you can come up with a core message, a social media post, email, and then ask AI to tailor that to these different segments of your audience. The next thing we should be using AI for is competitor analysis. Simple thing you can do is just go on to Chat EPT, Google Gemini, whatever your AI 12 Choices and ask for the best business related to your business idea in your area. Now, that's if you're doing a localized brick and mortar or a local business. It might be different if you are doing an online business that serves the global audience or the audience throughout your country or wherever. And you can still do that sort of analysis to find competitors, and then you can do all kinds of analysis. One is to analyze their reviews to see gaps. Now, pulling in their reviews to a tool is changing. When these tools first came out, you had to actually copy and paste the text into the tool and ask it to then analyze this information. Now, you can just submit a web page and it will be able to analyze the text on that website. So if there is a page that has reviews on it, you can ask ChachiPT to analyze the reviews on that page. And then from that information, you can ask it to provide gaps or common customer complaints where you could come in with your business and provide a better service or product. A specific AI tool you might want to check out if you are a local business is Placer AI. This is a tool that gives you insights into specific properties to see if there is visibility foot traffic. You can actually see migration patterns into an area. Now, this might be a little higher level than a lot of what you are doing listening to this course. But if you work for a bigger business and if you're looking to expand to a new area, this is a tool that does it for you. Can search for specific shopping centers, specific businesses, where you're interested in starting a business. You can see the total visits, what other businesses are in that area. What part of the year has more traffic, all kinds of insights that can help you determine when do you want to launch your brick and mortar business? Where should you do this? What the competition is going to be like? A this is done with AI that would be a lot harder to do manually yourself. Of the next things we did in this section was brand positioning, coming up with your USP and positioning your brand to differentiate it from the other brands you're competing with. One of the ways you can do this with AI is to generate customer personas, simply ask Chachi PT to generate different customer personas for your business, and then you can refine your brand's core messaging based on these things, not necessarily taking it verbatim and generating your brand's core message from it, but using it to edit what your business message is according to your values. An AI tool you can use for this is Jacquard. This is a tool that can take that brand core message and then tailor it to other audiences at scale in different formats on different platforms. Nowadays, businesses are using all kinds of social media platforms from TikTok to Instagram and Facebook, but also traditional funnels like email marketing, and your messaging needs to and can be quickly tailored to those platforms using a tool Jacquard. One of the things that this tool helps you do is staying on brand even when you're using AI to generate new copy, new text, and you could set things like your tone of voice, the style of writing, different language that you use, and it will make sure that whatever the message it creates stays on brand. Now, you can do that with Chachi PT. You could tell it too utilize your brand. You can come up with sort of brand rules, brand position rules, and then input that when you create any new content with hathPT. But using a tool like this allows you to input all of that information into your profile that will be used when generating new content. One of the buzzwords in marketing is sentiment analysis, and with AI, you can do it better than ever and more quickly than ever. Basically, Sentiment Analysis is looking at things like customer reviews or comments or emails or chat transcripts being able to determine, was that a positive experience? Was the tone neutral, negative, positive? And then using that information to tailor your business. If you're getting a lot of negative reviews about a specific thing in your business, obviously, you should improve that part of your business, and using AI, you can quickly analyze and take your human personal self out of analyzing those reviews and be able to provide insights like that. Ideally, you have a way of getting customer reviews. If you're using a tool like Yelp or Google Reviews, you can take all those reviews and put them into a document, a spreadsheet, and upload that to Chat GPT, ask it to analyze those reviews and summarize the sentiment and provide key themes and takeaways for you to use that information to improve your business. Other AI tool that can help with this is called Talk Walker, which is a social monitoring and listening tool that is constantly looking at your social mentions, your reviews, your website, people talking about you online, and can provide that analysis for you automatically rather than you having to manually do it yourself. For larger businesses, this could be helpful in managing your reputation, mitigating any crises. For small to large businesses, Talk Walker can provide real time insights from customer feedback. One of the last things we talked about in this section was validating your business. How can we use AI to help with this? One is to simulate having customer conversations. Literally, you can tell Chat GPT to act as a potential customer, and then you could have a full on conversation with them. From that conversation, you could ask Chat GPT to provide insights, specific ways to improve your messaging, your line of thought to better market or sell your business to a customer. Now, you have to take this with a little bit of a grain of salt in terms of, does this actually validate my business by going onto a Chat GPT AI chat bot? And ask it if you have a valid business idea, but you can still use this information and practice to improve your delivery and improve your line of talking points. You can also simply use it to identify gaps in the market more easily because these tools are connected to the Internet and can see things like review sites, they can see blog articles and news articles written about businesses and brands. I can give you information on what gaps there are in the market in your local area. A tool I would recommend using is Google Trends that now has AI features and does a lot of what these other AI tools do, but it's completely free for you to use, and that's Google Trends. Here you can type in any keyword. For example, I've searched for bread delivery. I've expanded it to the past five years, which actually includes the COVID period, which is when a bread delivery service probably be the peak popularity, which you can see the raking here, the interest over time, 100 being most interested. And then it goes down. And you can see that the trend is decreasing. Now, you can customize this to specific locations. You can compare it to other types of delivery or product delivery. You can also see rising queries. So this gives you some insights into, okay, we have something called Igis bread delivery. And if we click on that, we can see where this is located. So we see Massachusetts. There's probably a business called Igis Bread Delivery. And here, what we can do is search for that and use this as an example of what might work in our own bread delivery service. This can give you some ideas for Types of products you might want to carry. You can also see pricing. You can see how their website is set up. And so just using Google Trends, this has led us to a business that actually does this that looks successful. So one way that I would then take this a little further is going to their Yell page, looking through their reviews about delivery to see any positive or negatives from this business that I can use as a takeaway for running my own business. So those are some quick tips for how I would use AI to do the tasks that we've covered in this section, but there are some things I would recommend not doing or things just to be careful with. One is over reliance on AI tools for brand positioning. Realize that there's probably several people, hundreds or thousands of others, depending on the business idea, who are asking for these AI tools to come up with branding and positioning for this type of business around the world. And it's going to be spitting out very similar language to all of you doing these prompts. You'll need to be able to either take that and customize it yourself or provide enough specific personalized information to the tool ahead of time or throughout your prompting process to come away with a unique brand position. But the general tip is just don't just copy and paste the mission statement that you come up with Cha GBT to your website. And this goes for defining your purpose and your values. These are things that should come core to you as a person, as a business, and it's probably one area where you want to at least initially start out with writing it out, drafting it yourself. There might be ways to use Hach EPT or Gemini to rewrite this in formats or polish it up, but your purpose and value should come from yourself. These tools are going to create great segmentations for you, but you don't have to blindly accept them. You should do your own analysis of what you know running a business and your business specifically to see, Okay, does this segment sense. Is this really a segment that we should cater towards or not? And related to all of this is the inherent bias that these AI tools might have. These tools are taking information from the worldwide web. Now, we don't know exactly what the algorithm is that ChaiPT uses to take specific information to utilize for responding to your prompt. However, it's clear that there are probably specific demographics and websites and places that it's prioritizing its information on and you have to take that with a grain of salt. And so if it's giving you ideas for your business, it might work out for you in your location, but maybe you're in a different country. You speak a different language, and the information just doesn't apply to your location. So you do have to be careful about this type of bias that these tools have. And my last tip is to not take the validation you might get from having a AI chat conversation without actually testing the market. These tools have a way of responding that tries to get you the answer you want. And so if you're trying to validate a business idea, inherently, these tools are going to try to respond positively to you. There are ways to combat this to ask the tool to be harsher, to be more critical. But in general, the initial responses are going to say, Yeah, your business idea is a great idea. Whatever you're saying is a great idea. Maybe how to improve it, but it's likely not going to give you the feedback that your bread delivery service is actually just a really bad idea. So while it's good to test out these ideas, you still have to do real world market validation to prove that your concept is a good one or as promised at the beginning of this lesson, I want to dive in and actually show you how I would do this with this business idea. I have a number of prompts that I've included that I'll be showing you, but to easily copy and paste them, I've included in the resources of this lesson a file that includes these prompts that I'm going to be using here. Here's a couple sample prompts for identifying the target audience for a brand, for creating customer personas. And these are in an order that build upon each other. Finding pin points or challenges that a target audience might have, common objections or reasons that that audience might hesitate to purchase your product or service, assisting in writing that unique selling proposition and differentiating your product from competitors. And so let's go ahead and dive into the tool that I'm going to use, which is HTGPT. You can get similar results if you're using something like Google Gemini or all sorts of other chat based AI tools out there, but hATGPT I've found to be the most powerful. And I'm going to walk through implementing this AI strategy for my business idea. So here I am in Chat GPT, and I want to walk you through the line of prompting that I used. And this is exactly what I would do if I was starting a business like you are doing, or maybe just working on developing a digital marketing plan for a business. And so let me walk you through this. And I'm taking the prompts that I have, and those are included in the downloads of this section or of this lesson so that you can just simply copy and paste them into hachPT or whatever AI tool you're using. And you'll have to customize them. For example, like this very first prompt, which is, I'm launching a new service. I talk about exactly what it is. We are bread and baked goods home delivery service. We deliver everything by bike locally in Southern California, specifically launching in Claremont, California. Our bread is meant to be sustainable, earth friendly, affordable, and delicious. Then the rest of the prompt, which is about developing an ideal target audience. Results are pretty amazing. So it gives us some demographic details of who might be interested in this service. It has a primary and secondary audience. Now, the beauty of hachBT is that you could always re prompt or further develop your line of prompting by asking for other other than the primary and secondary, who might purchase this? Why might they purchase it? And it does give us a lot of this information. Already, for example, the primary target audience values convenience, sustainability, et cetera. But if we want more information, we could always ask for more information. It provides a lot of information that I might not think about. For example, with gender, I might not have thought about there being a difference in who's purchasing this bread, but it gives us this stat, which makes sense that still to this day, women are the primary decision maker for food in a household and that of course, is going to be a household with a male and a female in it. However, that might change how we market this business. In terms of location, kind of, I already know this, but talks about having this bike radius, but including other nearby towns. And then it gives us some more psychographic details that are super important and could help us with how we market this business. Key interests to our target audience, such as sustainable living, farm to table and locally sourced foods, health and wellness, wanting to enjoy artisanal and gourmet foods. Values, values that prioritize sustainability, reducing carbon footprints, valuing high quality ingredients, community oriented individuals who like supporting local businesses. These are all exactly who I would expect to be in my target audience, but Chat GPD has already written this out for us. Behavior patterns that, again, might help us out. Like, for example, this specific one, which is our target audience is likely to have a history of supporting local farmers markets, organic shops or community co ops. Places where I can go out and try to launch this business or advertise our business, all kinds of good information. Now, it went ahead and created a customer persona, which is great. This is perfect for when you're developing your business to just have it in mind. An example person, an example customer who might want to purchase your product or service. I do this in my own business. When I'm teaching skills online, I like to visualize. Who are you out there that wants to learn this skill and come up with that specific target persona so that when I'm talking and teaching, I can visualize and teach to that person. Then, of course, when I'm marketing my business or with any business you're marketing, you want to have these customer personas. Second prompt that I give you is one specific to that. So sometimes you don't know exactly what a tool like Chat GPT is going to respond. With this one, it already provided that customer persona, but I wanted it to create three customer personas. So I customized that prompt so that now we have three different personas, and these are going to come back later on, and we're going to use them, and you'll see that. But it has their buying motivations, common challenges, things, again, that are going to help us develop our business. Our next prompt is to identify some common pain points or challenges that my target audience might be facing, and how can my product or service help solve these problems? This is great for coming up with those problems that you might not think about or ones that you think about, but then it provides a written solution for you so that you Identify that solution in things like your marketing or in ways when you're speaking to people in person, trying to sell them on your product service, you know the answers to these already because you already know what these common problems might be. Things like time constraints and busy schedules, that desire to be eco friendly and sustainable. Accessing fresh and quality products, healthy, conscious living, supporting local businesses and communities, avoiding waste, excess packaging, something that you want to consider when you are developing this business, offering or wanting a unique and artisanal products. So these are pain points that are important to know so that you can answer them in your marketing. As I mentioned, you could always follow up prompt. So I asked, based off of the local target market in Claremont, California, which is likely to be the biggest pain point. And it brought back this one, the desire for eco friendly and sustainable choices. And that makes sense a lot to me because it is a very ecocscious town that I live in. And so that's going to be something we can really prioritize in our business and marketing. Next prompt is another really important one. Can you list common objections or reasons my target audience might hesitate to purchase my product or service? Now, this is taking not just general public, a generic person, but specific to my target audience, what are their common objections or reasons that they might not purchase my product? Here we have things like the perceived cost, skepticism about freshness and quality, their preference for shopping in person, concerns about delivery times and availability, unfamiliarity with the bike delivery model. All of these things, they have their objection, but also the response that we might have and ways that we could respond to that objection, such as visuals or videos of our delivery process so that people know exactly what to expect. When do we deliver? How do we deliver it? How is it package to make sure that they can get it as fresh as possible? All kinds of things that we need to be ready to deal with with our potential customers. Now, I talked earlier about being careful about using AI to create things like your core values or your USP because you know that yourself. However, it's not a bad idea to see what it comes up with and then tailor it from there to your business. We have this prompt for writing a unique selling proposition, and its response was this savor the taste of fresh artisanal bread, delivered sustainably to your door by bike. Our Claremont based bakery offers eco friendly, high quality baked goods that are as good for the planet as they are for your table. Experience local flavor, convenience, and commitment to a greener future all at an affordable price. All right, lots of good words there, but a little stuffy and stuffed with trying to package everything into it. It's not like it doesn't really have a very unique selling proposition that separates us from other bakeries. It's kind of generic. So, I responded, and I said, I want this USP to be more about the high quality bread delivered by bike. Like, that's really what sets us apart, right? The convenience of it and the fact that it means you'll get great tasting bread. Maybe the best tasting bread you've ever had delivered right to your doorstep every week. I said, to edit the existing USP with this feedback, and so here's what it provided. Enjoy the best tasting freshly baked bread delivered right to your doorstep by bike. Weekly delivery service brings you high quality artisanal loaves, combining the convenience you need with the great flavor you love. Better, right? I wanted it to remove the weekly because who knows if people are going to purchase this weekly or not or more frequently. Then I wanted it to end on something about being good for the planet because while that's inherent in there, maybe specifically having some language about that would be important. The cool thing about Chat EBT is that you can just talk to it conversationally. You don't have to write out full sentences, you don't have to necessarily punctualize properly. I literally just say remove weekly, and it's going to know what to do. So the response was, enjoy the best tasting freshly baked bread delivered right to your doorstep by bike. Our service combines the convenience you need with the high quality flavor you love all while doing good for the planet. So better. So being able to work with Chat GPT, and edit and repmpt and follow up is going to get you to where you want to go, ultimately, at least, hopefully. Alright, so now what I did was, This is great, but I want the tone to be different, and that's something you can easily do with Chachi PT. I just asked it to make it more playful, and here we have something. Craving the best bread ever, we deliver fresh mouthwatering loaves straight to your door by bike. Enjoy the deliciousness without the fuss and feel good and feel good knowing you're helping the planet with every bite. That's great. That's great marketing content right there. And that gave me the idea of why not prompt Chachi PT to write a pitch for the three personas that it created earlier? So all of this information is in the memory of Chat GBD. So when we ask that, it brings back those three personas, and it writes out a two sentence pitch for each person. And this is great because we can now customize our advertising to these different types of people. We can have these different pitches throughout our website or whatever marketing strategies we have because we are serving different clients, and nowadays, it's more important than ever to customize our copy to our audience. Now, another prompt that I have for you that's important is how can I differentiate my product from competitors in a saturated market? What unique value can I offer to stand out? Now, this might be something that you want to do before you write out your USP, because this is really getting to the core what makes you different. And this is all very interesting information to have. And again, utilize it for coming up with your marketing, coming up with how you differentiate your business in your service in the product that you provide, as well as the marketing of it. You can also use these tools like Chachi PT to do general research that you might have done on Google before, but now you can do it right here. For example, I asked, are there other bread delivery services in this area? And there really weren't. It talked about how there are bread bakeries in the area. It includes the ones that I would expect it to bring up, which are the top quality the top bakeries in the town. However, it validates the business in a sense that there's no other bike delivery or bread delivery service for this market. Now, is that a good thing or a bad thing? It might just mean that it's not a valid business idea, but at least it means there's not any competitors. Now, I asked, are there any successful bread delivery service in Southern California? Responded with some that are more direct to restaurants, to hotels, grocery store, but not direct to consumers. So then I asked, again, are there any direct to consumer home delivery bakery or bread services in the US, expanding where to search because really what I'm just doing is looking for inspiration from other businesses out there. It came back with a couple that I can then go look, look at their website, see what their products and services are and use that for my marketing. Then I just wanted to know, are there any bred by bike delivery businesses out there? And so sometimes backing up and repmpting in a different way will get different results because, in fact, there are. And there's one here in California in a town San LuisoOispo which is a very similar demographic as Claremont. It's a college town, so there's going to be both college kids, but also a lot of professors. It's higher income, very ecocscious place. And so that will be a really good one to look at and see what they're doing, how they're pricing, how they're marketing, et cetera. And then there's these other ones around the world that it brings up, too. This is just an initial line of prompting that you can follow yourself when developing your digital marketing plan. But remember, these tools are for you to get creative with. So if you ever have a question, if you're not sure about something, just ask it. Just ask Chat GPT, and you can ask it in however you speak, whatever way you want to talk, talk naturally and use it as this powerful tool to help you start your digital marketing business and plan. Thank you so much for watching this lesson. I know it was a big one, but really, I wanted to cover all the ways that you could utilize AI to do the things that we've covered in this section. Throughout this course, we're updating all of the sections to include lessons like this that cover how to use AI for those sections, as well as individual sections and lessons on different AI tools and strategies. So make sure if you don't have those notifications turned on for the course updates because that's how you're going to get this information as fast as possible whenever we publish it. Thank you so much for watching, and I will see you in another lesson. Bye.