Daniel Burstein

MECLABS SuperFunnel Research Cohort LiveClass: A recap of AI, marketing strategies, and collaborative learning

February 24th, 2023
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Here is a summary of the February 22nd MECLABS SuperFunnel Research Cohort LiveClass, written by artificial intelligence (scroll down to the Process section if you are curious for how it was written).

The MECLABS SuperFunnel Research Cohort recently conducted a LiveClass, which attracted a diverse group of marketers from different backgrounds. The participants shared their experiences, insights, and suggestions on various aspects of digital marketing, from AI to headlines. Here are some of the key takeaways from the LiveClass.

AI as collaborators rather than doppelgangers

One of the participants suggested that AI should be viewed as collaborators rather than doppelgangers. In other words, AI should be used to enhance human life rather than replace it. The participant added that businesses should focus on using AI to augment their existing processes and workflows, rather than trying to replace humans with machines.

Headlines should contain four value words

Another participant noted that headlines should contain four value words. The participant added that these value words should address the customers’ pain points and offer a solution to their problems. Another suggestion was to include the words “you” and “your” in the headlines, which could help to make them more personal and engaging.

Tips and ideas for marketing a new product

During the LiveClass, participants discussed various marketing ideas for a product, including sample stands in local supermarkets, geotargeting filters on ads, and shipping free samples in a time of inflated shipping costs. One participant suggested that the product’s entire step-by-step handmade recipe could be shared as a marketing strategy, emphasizing the ancient human craftsmanship and unending tradition.

Another participant jokingly suggested that the taste profile could be converted to binary so customers could download the taste to their cerebral cortex. Some participants suggested selling the product to restaurants or stores instead of individuals. The participants also discussed the importance of storytelling in marketing and how it can create an emotional connection with customers.

Tips for creating a compelling landing page for a free ebook about logos

One participant submitted a landing page with a free ebook about logos.

The participants discussed the importance of a good logo in building trust with potential customers. They suggested that the design of a page should be more breathtaking if a company wants potential customers to trust them with their logo. Participants recommended showcasing recognizable logos of companies the design team has supported. They also suggested analyzing the company’s own logo to demonstrate their expertise and convey the logic behind the choice of every aspect of the logo.

Participants suggested creating an infographic that dissects the company’s logo to provide a visual representation of their expertise. They also recommended creating a personal value proposition to help businesses develop their brand identity. Overall, participants agreed that a good logo is a crucial element in building trust with potential customers.

Overall, the LiveClass provided marketers and entrepreneurs with various creative marketing strategies to help them promote their products effectively. It was a valuable learning experience for marketers. The participants shared their experiences, insights, and suggestions on various aspects of digital marketing. The key takeaways from the LiveClass highlight the importance of using AI as collaborators, crafting effective headlines, and paying attention to website design.

The process for creating this blog post using artificial intelligence

When I tried this last week, I went into much more detail about the process for using AI, and thoughts for using AI for content creation. You can read that in Lessons Learned from a MECLABS SuperFunnel Research Cohort LiveClass: A marketer’s perspective.

The basic thrust for using AI is – for something simple like summarizing a webinar, is AI good enough? Should you use an entry-level human writer? Or do you need a skilled, experienced human writer with deep subject matter expertise? One of the participants of the LiveClass summed it up well by discussing marginal returns – when it’s not worth trying 50% harder to get a 1.4% improvement.

The goal this time was to use the transcript from the LiveClass as the feedstock for the AI. So first we attempted to use Fathom. But Fathom only works with Zoom Meetings, not Zoom Webinars. So that didn’t work.

Then I tried to use ChatGPT and paste the transcript in. But that didn’t work either. The transcript was over 22,000 words, too long for ChatGPT. ChatGPT recommended about 1,000 words.

So I decided to go back to what I used last week – the chat log. This provides an extra filter, adding the wisdom of the community. Of course, filters have an upside and a downside. The downside being that you’re not learning from the teaching directly.

Even this was too long for ChatGPT, at over 5,000 words. So I had to cut it into thirds.

This brings up another challenge with ChatGPT. Even if you give it the same exact prompt, it will create different outputs each time (there must be some level of randomness programmed into it).

Not ideal for having a blog post with a consistent voice. Although after some tinkering with different prompts, I was able to get something close to uniformity in voice.

The most effective prompt had the least amount of information. “Write a blog post based on a MECLABS SuperFunnel Research Cohort LiveClass. Here is the first third of the chat from the LiveClass.”

This worked better than prompts discussing the target audience or asking for transferable principles or key takeaways. I found ChatGPT used those prompts like an entry-level SEO writer fond of keyword stuffing. It just repeated those words and synonyms of them throughout (trying to please me, I guess?) When I just asked it to write a blog post with less info, it seemed to use natural language processing more to determine what the chat was actually about. There was also more consistency of voice with this approach.

And then, of course, it required human insight and oversight, although I tried to use a very light editor’s touch, since the purpose of these blog posts is not just to give you a summary of the LiveClasses, but also, to further all of our knowledge in using artificial intelligence (paired with human intelligence) in our marketing and content creation.

So this was another step on our journey into the future.

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – digging for actionable information while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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