March 7, 2025 • 25 mins
Get your step by step guide to private practice. Because you are too important to lose to not knowing the rules, going broke, burning out, and giving up. #counselorsdontquit.
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Episode Transcript
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Speaker 1 (00:10):
Hey, I'm Dr Kate Walker.
Welcome to our weekly Step itUp training, and this is live
for Step it Up members everyTuesday at 12 o'clock I almost
said 1 o'clock, 12 o'clock,central Time and today is all
about AI and marketing, and soI'm going to let participants in
who are going to be here live,all right, and so let me grab my
(00:37):
notes.
So, marketing and AI that's ourtopic today, and if you are
brand new to attending the groupcoaching every week, welcome.
I'm so glad you're here.
I know it can be tough to getaway, especially if you are
working full time like we do.
If you're listening to me on apodcast or a video, some kind of
(01:01):
recording, you're doing a greatjob.
You're taking time out of yourday to do something awesome for
your practice and for the peopleyou serve.
So at the end of this I'll gothrough my spiel and then I will
hit pause on the recording andopen it up for questions.
If you have questions, you canask me, but just know that it
will get incorporated into thetraining.
(01:23):
So if you would rather use chat, just take a second and open up
that chat button and you canpost the questions in there as I
go.
So, all right, here we go AIand marketing.
So I don't know where to start.
Should I do the chicken or theegg?
So here's what I'm going to do.
First of all, ai stands forartificial intelligence.
(01:45):
If you don't know what that is,don't worry.
Right, take a big deep breath,it's okay, and go to Google and
Google chat, gpt.
You can start with that.
There are lots more and they'regrowing all the time.
I just did a phone update andI'm pretty sure my phone is now
got AI and it's probablyordering whatever's on my Amazon
(02:07):
list as we speak.
But for our purposes, I'm goingto refer to ChatGPT, just
because it's the one most of usare familiar with and for me, it
was the easiest to really dipmy toe in the water of AI.
So, chatgpt, you can use yourGoogle account to log in.
(02:27):
You don't have to pay anything.
You can use the free plan, allright.
So there's the chicken, here'sthe egg, or vice versa.
However, you want to do thatMarketing.
So when we think about marketing, I'm going to make it really
simple for you today.
Number one you have to know theperson and you have to know
their pain, all right, not justa person.
(02:50):
Like we could spend hours andgo through an avatar and create
who this person is, what theywear, where they shop, what they
drive, all of those things, andthat's important.
But for the purposes of ourconversation today, I want you
to just think about number one aperson and their pain point.
Number two you need to knowyour amazing self and all of the
(03:15):
things that you contribute tothe people who sit in front of
you, whether it's virtually, oryou got an office with a couch,
they are coming to you becauseof the words coming out of your
mouth.
That reflects your training, itreflects your specialty, it
reflects your passion.
It reflects so many thingsabout you.
(03:35):
Right, because, yes, you'retraining.
You have a diploma that hangson a wall and a license that
says you have permission to dothis thing.
Right, but who you are isspecial and we need to know what
is special about you and thisperson with pain.
And then, number three you'regoing to need 12 months of
(03:56):
content.
Now, if you want to know ifthat's kind of overwhelming like
bam, all right, 12 months ofcontent.
I have done some othertrainings on this.
It is in your Step it Up 1start here in the Kate Walker
training profile.
So I'm gonna review it reallyquickly, but we will get back to
that.
So 12 months of content isbecause Google is basically just
(04:19):
a giant butler right, a butlerbrings you things or a giant
waiter right, a waiter bringsyou things and you giant waiter.
Right, a waiter brings youthings and you want the waiter
to bring you what you ask for.
So google bots scan all of thepieces and parts of your website
and so that they know it.
Right, it's like I don't knowabout you, but I mean, I've
worked retail before.
(04:40):
First day of retail they say,okay, we want you to walk the
store, we want you to learn thestore, we want you to know where
everything is.
So when somebody asks you forthe thing, you can tell them
where the thing is right.
We want you to know the storelike the back of your hand.
That's what google is doingconstantly because it wants to
be a good butler.
It wants to be a good waiter.
So when somebody's sitting attheir keyboard and they put in
(05:03):
what is the best hiking inNorthwest America and with level
two trails or something likethat, google gets to work
because it has walked the store.
It knows exactly what you'relooking for and it's going to
give you in, as quickly aspossible, the search results.
(05:24):
So what do we want to be?
We want to be one of the thingsthat Google brings to the
consumer.
The consumer is your potentialclient.
So how does Google do that?
Well, google can't bring themthings if it's got nothing to
crawl.
So you have things like yourwebsite copy and your blogs on
(05:47):
your website.
I'm not going to talk aboutsocial media, because Google
doesn't crawl social media.
Google has nothing to do withsocial media.
It is your website, yourwebsite copy, and those are just
the words on your website pageand your blog.
Now, if you don't have a blog,it's okay, take a deep breath.
(06:07):
You can just focus on yourwebsite copy.
But what we want to make surethat we do is that we are
something so shiny that Googleis like oh, I remember that they
bring it to the forefront, pageone, so that the potential
customer, the potential client,looks at that and says, yes, she
(06:29):
is who I need.
So we've got the person withthe pain point, we've got your
amazing self, and then we haveto create content so that we are
bright and shiny.
So Google picks us and hands uson a platter to the potential
client.
So how do we do that?
Well, and how does ChatGPT helpus?
(06:51):
Right?
So, excuse me, we do that withsomething called content pillars
.
Much easier than it sounds.
Content pillars, basically,I'll give you four.
What is how to, your guide toand resources for there are way
(07:14):
more than that, but this isgoing to get you started.
So I'm going to take my cursorand I'm going to open up chat
GPT and for those of you who arelistening, don't worry, I will
talk you through everything thatI am doing here.
And so the first thing I wantto do is person with a pain
(07:34):
point.
All right, so what if I'm brandnew to marketing and I don't
know what Kate's talking aboutright now?
So I'm going to put in chat GPTwhat does person with a pain
point mean in marketing?
And I just have, I'm going toread what it's giving me.
(08:02):
It's giving me five bulletpoints and then it's giving me
ways to identify pain points.
It's going to tell me why painpoints matter.
So if you're listening to thisright now, I would hit pause and
I would do this.
If you're listening to me, live, we're going to keep going and
then I can answer your questions.
Maybe you have questions aboutyour customers, your potential
(08:23):
clients, pain point.
So, types of pain points.
I'm going to read the fivebullets that chat just gave me
Financial pain points,productivity pain points,
process pain points, supportpain points.
Like 24-7.
Our customer service is here tohelp you and here's where we
(08:45):
live you ready.
Number five emotional painpoints feelings of frustration,
fear or uncertainty.
So, example regain yourconfidence with our proven
method.
So I want you to think for asecond about your amazing self.
Remember step two what you do,how you were trained, what you
do how you were trained, whatyou believe in, how you feel
(09:05):
like you help people.
And so let's imagine that yourspecialty is grief.
You work with people sufferingfrom a loss.
They're struggling to survive aprofound loss.
We could dial down even morethe loss of a relationship, the
loss of a pet, the loss of aloved one, the loss of a job,
(09:29):
right?
So as you go through, grief isan awfully big term.
So we're going to crank it downa little bit to loss of a thing
, and then we could even crankit down even more.
You could make it regional, youcould make it a particular
demographic.
You do you right If you workwith kids, if you work with
older adults.
And now we're going to marrythese two things together.
(09:53):
So I'm just going to pick lossof a pet and I'm going to ask
ChatGPT what is the pain?
The emotional.
So I'm going to pick emotionalpain point for a potential
client who has experienced theloss of a pet.
(10:17):
Okay, all right, it's giving mefive bullets again.
Chat GPT is like me.
I like odd numbers three andfive.
Oh, no wait, it's giving memore.
It gave me six, all right.
So it's giving me commonemotional pain points for pet
(10:39):
loss.
And then it's going to how toaddress these pain points in
marketing.
So I know a lot of times whenwe introduce chat, gpt or AI, we
think it's cheating, right.
We think, well, we're usingsomebody else's words, it's
plagiarizing.
But you see how general this isright.
I'm gonna show you how to makeit your own.
(11:00):
But you gotta have some placeto start, especially if you're
brand new or you're juststarting your practice or you
haven't marketed before.
You're brand new, or you'rejust starting your practice or
you haven't marketed before,you're transitioning from school
counseling to private practiceor something like that.
So I'm going to read you whatChachi PT says are emotional,
(11:20):
common emotional pain points forpet loss.
Number one grief and sadness.
I don't know how to copewithout my pet.
Number two loneliness andisolation.
I miss their presence andcompanionship in my home.
Guilt or regret Could I havedone more to help them?
Lack of understanding Peopledon't understand how much they
meant to me.
Difficulty, moving on how do Ikeep their memory alive while
(11:42):
finding peace?
Loss of routine everythingfeels so different without them
here.
Now, if that's all we did inthis training today, you could
take each one of those bulletpoints and you could write I
don't know why I'm out of focus.
There we go.
You could write website copyfor that.
You could go into Canva that'sC-A-N-V-A and you could create a
(12:08):
beautiful picture that could bethe header for your blog or it
could be the header on yourwebsite.
So for those of you who areDIYing your own website, right,
you could take even one of thesebullet points and you could
turn it into something shinythat Google could grab and
(12:29):
deliver to the person who's attheir keyboard looking for that
counselor who can help them withthe pain from the loss of a pet
.
So let's take this.
I'll just take number four.
People don't understand howmuch they meant to me, right?
So there, if you just wanted totake that one bullet point and
put it on the first page on yourhome page, on your website, and
(12:53):
you could put something with aphoto that says it's hard when
no one understands how much theloss of a pet really means to
you, right?
And with that moment you've gotwhat's called an H1 or an H2
heading, which just means it's alittle bigger than your
paragraph text.
Google, you got Google'sattention.
You got pet loss in there.
(13:14):
You've shown that you're usingthe words that Google can relate
to the loss of a pet.
Then under that you can write ashort paragraph.
Now I could go back into ChatGPTand I could grab that bullet.
In fact, I'll do it.
So I'm going to say peopledon't understand how much they
(13:34):
meant to me.
And I'm going to say write 3A4sentence paragraph paragraph.
(14:00):
I could put on my home page.
That would help peopleunderstand.
I am a counselor who helpspeople with pet loss.
Use this.
And I'm going to use the bulletpoint that I just grabbed this
as a prompt and the bullet pointI grabbed was people don't
understand how much they meantto me.
All right, chatgpt, do yourmagic.
(14:20):
All right.
Here's what ChatGPT gave me.
People don't understand howmuch they meant to me.
If you've ever felt this wayafter losing a beloved pet,
you're not alone.
As a counselor specializing inpet loss, I provide a safe,
compassionate space where yourgrief is acknowledged and your
bond with your pet is honored.
(14:41):
Together we'll navigate thepain, find ways to cherish their
memory and help you rediscovera sense of peace and connection.
Now, if you're listening to thatright now and thinking, wow,
that's great, I'm just going togo do that, great, go do that.
But if you're like me, youmight think, well, that really
doesn't sound like my voice.
And there are ways to feedinformation that you've written
(15:05):
before into chat GPT.
So it starts to learn yourvoice and you know if you use
slang, if you use a particularinflection, you know and how you
write.
Yes, you can teach chat GPT andClaude and all of those
different AIs how you actuallydeliver information.
So I never take what chatGPTgives me right off the bat.
(15:29):
I always make it sound likeKate, right.
In fact, I usually just useChatGPT for the bullet points
themselves and then I can takeit.
So then let's just say you grabthis.
Now that becomes your websitecopy.
That becomes your homepagewebsite copy.
Now you wanna add other thingsto that and that becomes search
(15:51):
engine optimization.
Seo is very important and I'vedone other trainings on search
engine optimization.
So you want to include thingslike your location, your address
.
If you're virtual, it's alittle bit trickier, because
Google loves when you have aphysical address.
If you're virtual, it's alittle bit trickier, because
it's Google loves when you havea physical address.
But those types of things arevery important too.
(16:13):
But all we're talking abouttoday is how chat can help you
develop your marketing copy.
So that's great.
You've got your paragraph.
Now what about that?
12 months of content.
All right, let's go back to ourpillars of content.
What is remember?
We have four.
What is how to guide to andresources.
(16:36):
For Now, I'm not going to spendthe time going through all of
these, but I'll pick one.
How would I explain to apotential client that?
How my grammar's poor, forgiveme how to deal with the loss of
(17:02):
a pet?
Give me three paragraphheadings.
Now, what I'm doing here is I'mdirecting ChatGPT to give me
the scaffolding for a blog.
Okay, so let's say you want tostart January with this blog.
(17:25):
And remember, google lovesblogs because it gives them more
things to crawl.
They're learning the store,they're learning about you.
So you're going to write a blogfor January how to cope with the
loss of a pet.
So you're going to ask and youwant to write it.
So you're just going to askChatGPT to give you three
(17:48):
paragraph headings.
Remember, if you don't want towrite it, chatgpt can write the
whole thing for you.
But remember, you got to checkthe facts and you have to make
sure it sounds like you Don'tever just rely on AI to be the
complete author of everything.
It's not that accurate.
So let's see what kind ofheadings it gives me.
Number one acknowledge andvalidate your grief.
(18:09):
Number two create rituals tohonor their memory.
And number three seek supportwhen you need it.
So would that be a goodscaffolding for you if you were
going to write a three paragraphblog Remember, it doesn't have
to be long about how to copewith the loss of a pet.
(18:30):
So there's your first paragraph.
I'm sorry, there's your firstblog for 2025.
Then, okay, well, if you'regoing to write 12 of these, then
you might want to look at theseasons how to cope with the
loss of a pet over Valentine'sDay.
How to cope with the loss of apet when it's your birthday.
(18:50):
How to cope with the loss of apet when it's your pet's
birthday.
So we go throughout the yearand we start what I do.
I actually have a calendar onthe wall that helps me keep all
of this organized.
You may do spreadsheets or youmay do paper and pencil.
You do you.
But then you can start to getyour plan for the entire year,
(19:11):
because remember what's yourgoal?
Number one you have identifiedyour person with the pain point.
And number two, you're going toshow how you can help with that
pain.
So the 12 months of content isyour store.
This is so that Google has lotsand lots and lots of ways to
get to know you and understandyou and make sure that it can
(19:34):
deliver you to the people whoare looking for you.
So, let's say, in January,you're going to write how to
cope with the loss of a pet.
Okay, let's just stick with thehow-to pillar for a minute how
to help a family member copingwith the loss of a pet.
How to help one of your kiddoswhen their gerbil dies.
(19:56):
Number four how to help whensomeone you know has lost a pet,
someone you know at work, right?
And you don't know what to say,right?
So there are four quick how-toblog posts, and maybe you don't
want to do four how-to blogposts in one month, that's okay.
Put one in January, one inFebruary, one in March, one in
April.
Put one in January, one inFebruary, one in March, one in
(20:17):
April.
Now we move to the next onewhat is grief?
What is grief after the loss ofa pet?
What is so?
You can continue with all ofthese threads until you, before
you know it, chatgpt is going tohelp you fill up an entire
calendar Now that covers websitecopy and that covers blogs.
(20:43):
And in the title of thispresentation today, I included
email, because those of you whoare a little bit more advanced
with this, I hope you'recollecting emails.
So when people come to yourwebsite, they are clicking on
your website, they're gettinginvolved with your community.
And that means no waiting lists, right, because you've got
people.
They're clicking.
You're giving them resources.
You're giving them five ways tocope with the loss of a pet
(21:05):
over the holidays, fiveresponses you can give to
well-meaning people who askabout the loss of your pet,
you're giving them some kind ofa resource.
And then, because you're supermotivated and you love email I'm
saying that tongue in cheek,but it's a great way to keep
your potential clients involvedin your world, especially if you
(21:28):
don't have room on yourschedule for them, right, if
they're just out there on awaiting list.
So if you're sending emailslet's say you're sending a
monthly newsletter to the folkson your email list ChatGPT can
help with that too.
It's basically like taking yourblog, condensing it down to a
paragraph, and you let youraudience know.
(21:49):
Hey, audience, I've got thisblog coming out and it's going
to feature how to cope with theloss of a pet over Valentine's
Day.
Watch this, I'm gonna put thisinto chat GPT.
So give me a three sentenceemail about coping with the loss
(22:12):
of a pet over Valentine's Day.
I want the email to directpeople to my blog.
Give me a subject line as well.
(22:35):
All right, here we go.
Chat GPT says subject linecoping with pet loss this
Valentine's Day.
And it has the broken heartemoji.
And then it has two little pawprint emojis.
And then Valentine's Day can beespecially tough when you're
missing the unconditional loveof a beloved pet.
(22:58):
If you're struggling with grief, know that it's okay to honor
their memory and feel the lovethey brought into your life.
Visit my latest blog post forheartfelt tips and ideas to help
you find comfort and healingduring this tender time.
So very short email goes out toyour email list.
They will click the link in theemail and go back to your
(23:20):
website and read your blog.
And, if you have otherresources, maybe you got on
Canva and you got super inspiredand you came up with a guide to
coping with pet loss over theholidays.
So, in summary, ai is not likethe Terminator.
Ai is super helpful and it canhelp you come up with ideas when
(23:42):
you have writer's block.
So remember number one you haveto chat.
Gpt can help you identify theperson with the pain point.
This is your potential client.
It will help you highlight youramazing self so that Google
loves you and they bring you onthat silver platter to the
person who needs you.
(24:03):
And then, finally, you're goingto use ChatGPT to develop 12
months of content.
More content, the more Googleloves you.
It's going to help you developwebsite copy, especially for
your homepage and I didn't eventalk about your About Me page
and your services page, right,chatgpt can help you with that
(24:23):
as well.
And if you are really good atthis and you have an email list,
chatgpt can help you with thosequick emails that will direct
people back to your website sothat they know where to go.
And this is the best part,right, we want to create super
fans.
We want to create people whowill easily refer your website
to others.
What better way to be helpfulto your neighbor than to say,
(24:46):
hey, I just read this amazingblog on susanscom's website and
I'm going to send you the link?
Right, they're going to sendyou your link to people because
you are so freaking helpful, soI'm going to hit pause button
and answer questions.
Hey, I'm Dr Kate Walker.
Welcome to our weekly Step itUp training, and this is live
for Step it Up members everyTuesday at 12 o'clock I almost
said 1 o'clock, 12 o'clock,central Time and today is all
about AI and marketing, and soI'm going to let participants in
who are going to be here live,all right, and so let me grab my
(00:37):
notes.
So, marketing and AI that's ourtopic today, and if you are
brand new to attending the groupcoaching every week, welcome.
I'm so glad you're here.
I know it can be tough to getaway, especially if you are
working full time like we do.
If you're listening to me on apodcast or a video, some kind of
(01:01):
recording, you're doing a greatjob.
You're taking time out of yourday to do something awesome for
your practice and for the peopleyou serve.
So at the end of this I'll gothrough my spiel and then I will
hit pause on the recording andopen it up for questions.
If you have questions, you canask me, but just know that it
will get incorporated into thetraining.
(01:23):
So if you would rather use chat, just take a second and open up
that chat button and you canpost the questions in there as I
go.
So, all right, here we go AIand marketing.
So I don't know where to start.
Should I do the chicken or theegg?
So here's what I'm going to do.
First of all, ai stands forartificial intelligence.
(01:45):
If you don't know what that is,don't worry.
Right, take a big deep breath,it's okay, and go to Google and
Google chat, gpt.
You can start with that.
There are lots more and they'regrowing all the time.
I just did a phone update andI'm pretty sure my phone is now
got AI and it's probablyordering whatever's on my Amazon
(02:07):
list as we speak.
But for our purposes, I'm goingto refer to ChatGPT, just
because it's the one most of usare familiar with and for me, it
was the easiest to really dipmy toe in the water of AI.
So, chatgpt, you can use yourGoogle account to log in.
(02:27):
You don't have to pay anything.
You can use the free plan, allright.
So there's the chicken, here'sthe egg, or vice versa.
However, you want to do thatMarketing.
So when we think about marketing, I'm going to make it really
simple for you today.
Number one you have to know theperson and you have to know
their pain, all right, not justa person.
(02:50):
Like we could spend hours andgo through an avatar and create
who this person is, what theywear, where they shop, what they
drive, all of those things, andthat's important.
But for the purposes of ourconversation today, I want you
to just think about number one aperson and their pain point.
Number two you need to knowyour amazing self and all of the
(03:15):
things that you contribute tothe people who sit in front of
you, whether it's virtually, oryou got an office with a couch,
they are coming to you becauseof the words coming out of your
mouth.
That reflects your training, itreflects your specialty, it
reflects your passion.
It reflects so many thingsabout you.
(03:35):
Right, because, yes, you'retraining.
You have a diploma that hangson a wall and a license that
says you have permission to dothis thing.
Right, but who you are isspecial and we need to know what
is special about you and thisperson with pain.
And then, number three you'regoing to need 12 months of
(03:56):
content.
Now, if you want to know ifthat's kind of overwhelming like
bam, all right, 12 months ofcontent.
I have done some othertrainings on this.
It is in your Step it Up 1start here in the Kate Walker
training profile.
So I'm gonna review it reallyquickly, but we will get back to
that.
So 12 months of content isbecause Google is basically just
(04:19):
a giant butler right, a butlerbrings you things or a giant
waiter right, a waiter bringsyou things and you giant waiter.
Right, a waiter brings youthings and you want the waiter
to bring you what you ask for.
So google bots scan all of thepieces and parts of your website
and so that they know it.
Right, it's like I don't knowabout you, but I mean, I've
worked retail before.
(04:40):
First day of retail they say,okay, we want you to walk the
store, we want you to learn thestore, we want you to know where
everything is.
So when somebody asks you forthe thing, you can tell them
where the thing is right.
We want you to know the storelike the back of your hand.
That's what google is doingconstantly because it wants to
be a good butler.
It wants to be a good waiter.
So when somebody's sitting attheir keyboard and they put in
(05:03):
what is the best hiking inNorthwest America and with level
two trails or something likethat, google gets to work
because it has walked the store.
It knows exactly what you'relooking for and it's going to
give you in, as quickly aspossible, the search results.
(05:24):
So what do we want to be?
We want to be one of the thingsthat Google brings to the
consumer.
The consumer is your potentialclient.
So how does Google do that?
Well, google can't bring themthings if it's got nothing to
crawl.
So you have things like yourwebsite copy and your blogs on
(05:47):
your website.
I'm not going to talk aboutsocial media, because Google
doesn't crawl social media.
Google has nothing to do withsocial media.
It is your website, yourwebsite copy, and those are just
the words on your website pageand your blog.
Now, if you don't have a blog,it's okay, take a deep breath.
(06:07):
You can just focus on yourwebsite copy.
But what we want to make surethat we do is that we are
something so shiny that Googleis like oh, I remember that they
bring it to the forefront, pageone, so that the potential
customer, the potential client,looks at that and says, yes, she
(06:29):
is who I need.
So we've got the person withthe pain point, we've got your
amazing self, and then we haveto create content so that we are
bright and shiny.
So Google picks us and hands uson a platter to the potential
client.
So how do we do that?
Well, and how does ChatGPT helpus?
(06:51):
Right?
So, excuse me, we do that withsomething called content pillars
.
Much easier than it sounds.
Content pillars, basically,I'll give you four.
What is how to, your guide toand resources for there are way
(07:14):
more than that, but this isgoing to get you started.
So I'm going to take my cursorand I'm going to open up chat
GPT and for those of you who arelistening, don't worry, I will
talk you through everything thatI am doing here.
And so the first thing I wantto do is person with a pain
(07:34):
point.
All right, so what if I'm brandnew to marketing and I don't
know what Kate's talking aboutright now?
So I'm going to put in chat GPTwhat does person with a pain
point mean in marketing?
And I just have, I'm going toread what it's giving me.
(08:02):
It's giving me five bulletpoints and then it's giving me
ways to identify pain points.
It's going to tell me why painpoints matter.
So if you're listening to thisright now, I would hit pause and
I would do this.
If you're listening to me, live, we're going to keep going and
then I can answer your questions.
Maybe you have questions aboutyour customers, your potential
(08:23):
clients, pain point.
So, types of pain points.
I'm going to read the fivebullets that chat just gave me
Financial pain points,productivity pain points,
process pain points, supportpain points.
Like 24-7.
Our customer service is here tohelp you and here's where we
(08:45):
live you ready.
Number five emotional painpoints feelings of frustration,
fear or uncertainty.
So, example regain yourconfidence with our proven
method.
So I want you to think for asecond about your amazing self.
Remember step two what you do,how you were trained, what you
do how you were trained, whatyou believe in, how you feel
(09:05):
like you help people.
And so let's imagine that yourspecialty is grief.
You work with people sufferingfrom a loss.
They're struggling to survive aprofound loss.
We could dial down even morethe loss of a relationship, the
loss of a pet, the loss of aloved one, the loss of a job,
(09:29):
right?
So as you go through, grief isan awfully big term.
So we're going to crank it downa little bit to loss of a thing
, and then we could even crankit down even more.
You could make it regional, youcould make it a particular
demographic.
You do you right If you workwith kids, if you work with
older adults.
And now we're going to marrythese two things together.
(09:53):
So I'm just going to pick lossof a pet and I'm going to ask
ChatGPT what is the pain?
The emotional.
So I'm going to pick emotionalpain point for a potential
client who has experienced theloss of a pet.
(10:17):
Okay, all right, it's giving mefive bullets again.
Chat GPT is like me.
I like odd numbers three andfive.
Oh, no wait, it's giving memore.
It gave me six, all right.
So it's giving me commonemotional pain points for pet
(10:39):
loss.
And then it's going to how toaddress these pain points in
marketing.
So I know a lot of times whenwe introduce chat, gpt or AI, we
think it's cheating, right.
We think, well, we're usingsomebody else's words, it's
plagiarizing.
But you see how general this isright.
I'm gonna show you how to makeit your own.
(11:00):
But you gotta have some placeto start, especially if you're
brand new or you're juststarting your practice or you
haven't marketed before.
You're brand new, or you'rejust starting your practice or
you haven't marketed before,you're transitioning from school
counseling to private practiceor something like that.
So I'm going to read you whatChachi PT says are emotional,
(11:20):
common emotional pain points forpet loss.
Number one grief and sadness.
I don't know how to copewithout my pet.
Number two loneliness andisolation.
I miss their presence andcompanionship in my home.
Guilt or regret Could I havedone more to help them?
Lack of understanding Peopledon't understand how much they
meant to me.
Difficulty, moving on how do Ikeep their memory alive while
(11:42):
finding peace?
Loss of routine everythingfeels so different without them
here.
Now, if that's all we did inthis training today, you could
take each one of those bulletpoints and you could write I
don't know why I'm out of focus.
There we go.
You could write website copyfor that.
You could go into Canva that'sC-A-N-V-A and you could create a
(12:08):
beautiful picture that could bethe header for your blog or it
could be the header on yourwebsite.
So for those of you who areDIYing your own website, right,
you could take even one of thesebullet points and you could
turn it into something shinythat Google could grab and
(12:29):
deliver to the person who's attheir keyboard looking for that
counselor who can help them withthe pain from the loss of a pet
.
So let's take this.
I'll just take number four.
People don't understand howmuch they meant to me, right?
So there, if you just wanted totake that one bullet point and
put it on the first page on yourhome page, on your website, and
(12:53):
you could put something with aphoto that says it's hard when
no one understands how much theloss of a pet really means to
you, right?
And with that moment you've gotwhat's called an H1 or an H2
heading, which just means it's alittle bigger than your
paragraph text.
Google, you got Google'sattention.
You got pet loss in there.
(13:14):
You've shown that you're usingthe words that Google can relate
to the loss of a pet.
Then under that you can write ashort paragraph.
Now I could go back into ChatGPTand I could grab that bullet.
In fact, I'll do it.
So I'm going to say peopledon't understand how much they
(13:34):
meant to me.
And I'm going to say write 3A4sentence paragraph paragraph.
(14:00):
I could put on my home page.
That would help peopleunderstand.
I am a counselor who helpspeople with pet loss.
Use this.
And I'm going to use the bulletpoint that I just grabbed this
as a prompt and the bullet pointI grabbed was people don't
understand how much they meantto me.
All right, chatgpt, do yourmagic.
(14:20):
All right.
Here's what ChatGPT gave me.
People don't understand howmuch they meant to me.
If you've ever felt this wayafter losing a beloved pet,
you're not alone.
As a counselor specializing inpet loss, I provide a safe,
compassionate space where yourgrief is acknowledged and your
bond with your pet is honored.
(14:41):
Together we'll navigate thepain, find ways to cherish their
memory and help you rediscovera sense of peace and connection.
Now, if you're listening to thatright now and thinking, wow,
that's great, I'm just going togo do that, great, go do that.
But if you're like me, youmight think, well, that really
doesn't sound like my voice.
And there are ways to feedinformation that you've written
(15:05):
before into chat GPT.
So it starts to learn yourvoice and you know if you use
slang, if you use a particularinflection, you know and how you
write.
Yes, you can teach chat GPT andClaude and all of those
different AIs how you actuallydeliver information.
So I never take what chatGPTgives me right off the bat.
(15:29):
I always make it sound likeKate, right.
In fact, I usually just useChatGPT for the bullet points
themselves and then I can takeit.
So then let's just say you grabthis.
Now that becomes your websitecopy.
That becomes your homepagewebsite copy.
Now you wanna add other thingsto that and that becomes search
(15:51):
engine optimization.
Seo is very important and I'vedone other trainings on search
engine optimization.
So you want to include thingslike your location, your address
.
If you're virtual, it's alittle bit trickier, because
Google loves when you have aphysical address.
If you're virtual, it's alittle bit trickier, because
it's Google loves when you havea physical address.
But those types of things arevery important too.
(16:13):
But all we're talking abouttoday is how chat can help you
develop your marketing copy.
So that's great.
You've got your paragraph.
Now what about that?
12 months of content.
All right, let's go back to ourpillars of content.
What is remember?
We have four.
What is how to guide to andresources.
(16:36):
For Now, I'm not going to spendthe time going through all of
these, but I'll pick one.
How would I explain to apotential client that?
How my grammar's poor, forgiveme how to deal with the loss of
(17:02):
a pet?
Give me three paragraphheadings.
Now, what I'm doing here is I'mdirecting ChatGPT to give me
the scaffolding for a blog.
Okay, so let's say you want tostart January with this blog.
(17:25):
And remember, google lovesblogs because it gives them more
things to crawl.
They're learning the store,they're learning about you.
So you're going to write a blogfor January how to cope with the
loss of a pet.
So you're going to ask and youwant to write it.
So you're just going to askChatGPT to give you three
(17:48):
paragraph headings.
Remember, if you don't want towrite it, chatgpt can write the
whole thing for you.
But remember, you got to checkthe facts and you have to make
sure it sounds like you Don'tever just rely on AI to be the
complete author of everything.
It's not that accurate.
So let's see what kind ofheadings it gives me.
Number one acknowledge andvalidate your grief.
(18:09):
Number two create rituals tohonor their memory.
And number three seek supportwhen you need it.
So would that be a goodscaffolding for you if you were
going to write a three paragraphblog Remember, it doesn't have
to be long about how to copewith the loss of a pet.
(18:30):
So there's your first paragraph.
I'm sorry, there's your firstblog for 2025.
Then, okay, well, if you'regoing to write 12 of these, then
you might want to look at theseasons how to cope with the
loss of a pet over Valentine'sDay.
How to cope with the loss of apet when it's your birthday.
(18:50):
How to cope with the loss of apet when it's your pet's
birthday.
So we go throughout the yearand we start what I do.
I actually have a calendar onthe wall that helps me keep all
of this organized.
You may do spreadsheets or youmay do paper and pencil.
You do you.
But then you can start to getyour plan for the entire year,
(19:11):
because remember what's yourgoal?
Number one you have identifiedyour person with the pain point.
And number two, you're going toshow how you can help with that
pain.
So the 12 months of content isyour store.
This is so that Google has lotsand lots and lots of ways to
get to know you and understandyou and make sure that it can
(19:34):
deliver you to the people whoare looking for you.
So, let's say, in January,you're going to write how to
cope with the loss of a pet.
Okay, let's just stick with thehow-to pillar for a minute how
to help a family member copingwith the loss of a pet.
How to help one of your kiddoswhen their gerbil dies.
(19:56):
Number four how to help whensomeone you know has lost a pet,
someone you know at work, right?
And you don't know what to say,right?
So there are four quick how-toblog posts, and maybe you don't
want to do four how-to blogposts in one month, that's okay.
Put one in January, one inFebruary, one in March, one in
April.
Put one in January, one inFebruary, one in March, one in
(20:17):
April.
Now we move to the next onewhat is grief?
What is grief after the loss ofa pet?
What is so?
You can continue with all ofthese threads until you, before
you know it, chatgpt is going tohelp you fill up an entire
calendar Now that covers websitecopy and that covers blogs.
(20:43):
And in the title of thispresentation today, I included
email, because those of you whoare a little bit more advanced
with this, I hope you'recollecting emails.
So when people come to yourwebsite, they are clicking on
your website, they're gettinginvolved with your community.
And that means no waiting lists, right, because you've got
people.
They're clicking.
You're giving them resources.
You're giving them five ways tocope with the loss of a pet
(21:05):
over the holidays, fiveresponses you can give to
well-meaning people who askabout the loss of your pet,
you're giving them some kind ofa resource.
And then, because you're supermotivated and you love email I'm
saying that tongue in cheek,but it's a great way to keep
your potential clients involvedin your world, especially if you
(21:28):
don't have room on yourschedule for them, right, if
they're just out there on awaiting list.
So if you're sending emailslet's say you're sending a
monthly newsletter to the folkson your email list ChatGPT can
help with that too.
It's basically like taking yourblog, condensing it down to a
paragraph, and you let youraudience know.
(21:49):
Hey, audience, I've got thisblog coming out and it's going
to feature how to cope with theloss of a pet over Valentine's
Day.
Watch this, I'm gonna put thisinto chat GPT.
So give me a three sentenceemail about coping with the loss
(22:12):
of a pet over Valentine's Day.
I want the email to directpeople to my blog.
Give me a subject line as well.
(22:35):
All right, here we go.
Chat GPT says subject linecoping with pet loss this
Valentine's Day.
And it has the broken heartemoji.
And then it has two little pawprint emojis.
And then Valentine's Day can beespecially tough when you're
missing the unconditional loveof a beloved pet.
(22:58):
If you're struggling with grief, know that it's okay to honor
their memory and feel the lovethey brought into your life.
Visit my latest blog post forheartfelt tips and ideas to help
you find comfort and healingduring this tender time.
So very short email goes out toyour email list.
They will click the link in theemail and go back to your
(23:20):
website and read your blog.
And, if you have otherresources, maybe you got on
Canva and you got super inspiredand you came up with a guide to
coping with pet loss over theholidays.
So, in summary, ai is not likethe Terminator.
Ai is super helpful and it canhelp you come up with ideas when
(23:42):
you have writer's block.
So remember number one you haveto chat.
Gpt can help you identify theperson with the pain point.
This is your potential client.
It will help you highlight youramazing self so that Google
loves you and they bring you onthat silver platter to the
person who needs you.
(24:03):
And then, finally, you're goingto use ChatGPT to develop 12
months of content.
More content, the more Googleloves you.
It's going to help you developwebsite copy, especially for
your homepage and I didn't eventalk about your About Me page
and your services page, right,chatgpt can help you with that
(24:23):
as well.
And if you are really good atthis and you have an email list,
chatgpt can help you with thosequick emails that will direct
people back to your website sothat they know where to go.
And this is the best part,right, we want to create super
fans.
We want to create people whowill easily refer your website
to others.
What better way to be helpfulto your neighbor than to say,
(24:46):
hey, I just read this amazingblog on susanscom's website and
I'm going to send you the link?
Right, they're going to sendyou your link to people because
you are so freaking helpful, soI'm going to hit pause button
and answer questions.
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