December 16, 2024 • 27 mins
Is AI just another buzzword, or can it truly revolutionize your business? In this episode, host Andreas Welsch and guest Leanne Shelton break down how business leaders can cut through the hype and harness AI to achieve meaningful results.
Key takeaways include:
- How to integrate AI tools into existing workflows without losing your team’s unique strengths.
- Why balancing AI efficiency with human expertise is critical for long-term success.
- Proven strategies to train AI for your brand’s voice and audience needs.
- A rundown of AI tools that deliver results and tips to avoid costly missteps.
Packed with actionable insights, this episode is a must-listen for business leaders ready to turn AI into a competitive advantage—not just a buzzword.
Ready to unlock AI’s true potential for your organization?
Listen now and start driving results today!
Questions or suggestions? Send me a Text Message.
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Disclaimer: Views are the participants’ own and do not represent those of any participant’s past, present, or future employers. Participation in this event is independent of any potential business relationship (past, present, or future) between the participants or between their employers.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Andreas Welsch (00:00):
Today we'll talk about mastering AI for
(00:02):
marketing, and who better totalk about it than someone who's
actively working on that?
Leanne Shelton.
Hey Leanne, thank you so muchfor joining.
Leanne Shelton (00:10):
Hey, thanks Andreas, appreciate it.
Andreas Welsch (00:13):
Wonderful.
Actually, this is a very unusualtime for me to go live and I'm
actually having a chat with youin the future because you're not
based in the US or in Europe.
Why don't you tell our audiencea little bit about yourself, who
you are and what you do?
Leanne Shelton (00:29):
Sure.
Yeah, so I'm based in Sydney,Australia.
So I'm in the future.
And my background is incopywriting and content
marketing.
Hence the reason we're talkingabout marketing today.
But I only really moved into theAI space early last year when I
realized that, ChatGPT hit thescene.
It was my biggest hit.
shiniest and free competitor.
And my conversions had alreadystarted to drop from like the
(00:51):
economic climate and let alone,now you've got a free tool that
does the content for you.
And yeah, and I thought, okay,what if I just put together a
webinar, I could just run sometraining on the side about this
topic and I had 150 people signup to that webinar and I
thought, okay I'm onto somethinghere and fast forward to April
(01:12):
this year, I officially createda new business, human AI
training.
And ultimately what I teach isprompt engineering.
Cause I figured I havecopywriting and words have
always been my number onepassion.
So the copyright experience andword knowledge prompts are all
about the words.
So I figured I'll teach myselfup and teach people how to use
it to ensure the human touch andthat there's high quality output
(01:36):
and it's all about productivity,but you need to also make sure
that it's actually serving youYour team and your audience and
that's the step a lot of peopleforget about in the whole vortex
of AI and all the excitement.
Andreas Welsch (01:48):
That's awesome.
Thank you so much for being onthe show.
I'm really excited and curiouswhat you'll share with us.
And like you said, it's veryimportant we choose the right
words and the right sequence,and many of these things.
Should we play a little game tokick things off?
Leanne Shelton (02:03):
Sure, let's do it.
Andreas Welsch (02:04):
All right, so this game is called In Your Own
Words, and when I hit thebuzzer, the wheels will start
spinning.
When they stop you'll see asentence, and I'd like you to
complete that sentence with thefirst thing that comes to mind
and why, in your own words.
To make it a little moreinteresting, you only have 60
seconds for your answer.
Are you ready for What's theBUZZ?
Sure.
(02:25):
As ready as you can be, let'sgo.
And by the way, if you'rejoining us live, also put your
answer in the chat and why.
So here we go.
If AI were a movie, what wouldit be?
60 seconds on the clock.
Go.
Leanne Shelton (02:43):
I guess it depends if you want a dystopian
movie, which there's alreadyplenty of, plenty out there, or
you want a positive movie.
I guess if I was to create amovie about it, it would be
Maybe a romantic comedy of AItaking human form or people,
someone seeing it as a human,and they develop a romantic
(03:06):
relationship.
I'd probably create somethingfun like that.
But I just think of I don't knowif big band theory, Rajesh falls
in love with Siri.
That's the concept that haspopped into my head.
And cause that's where we couldend up going.
People trusting AI to to betheir confidant, and that's a
bit of a worry, but that couldbe a romantic comedy with AI and
(03:28):
humans.
Yeah, full on love.
Andreas Welsch (03:32):
I love it.
I think that's the first thatsomebody talks about rom com for
AI, even though that might sounda little futuristic.
They're already the first signsthere of people getting very
attached either to theirChatGPTs as a productivity
booster that they can livewithout or even more emotionally
attached.
It's not as far fetched or asfar out, I think.
(03:52):
But, you mentioned also thishuman touch is really important
when leveraging AI and youmentioned you, you started your
own business around that ideaof, Hey, it's going to disrupt
what I have been doing and whatI'm really passionate about, but
I can use this as an advantageand bring in my skills and my
strength and help others figureout how to use these tools to
the best extent possible,especially in marketing.
(04:15):
So I'm curious, how do yousuggest businesses find that
balance between humans, AI asthey are creating information.
Leanne Shelton (04:24):
Yeah, that's a really great question.
And yeah, I'm writing a book andthat's one of the chapters about
balancing the human brains andthe AI bots.
And that's the thing.
I think everyone needs to take astep back when you are embracing
AI.
A lot of people, like Imentioned, get very excited and
think of the potential and themoney saving and the time saving
factors.
But I think you just need totake a deep breath and consult
(04:46):
as a team and not just be oneperson making decisions because
there will be like, you don'tthink about what cost, right?
If you brought in this AI toolokay, are you actually sacking
humans?
Why are you sacking them?
You should actually be trainingthem to use the tool and bring
in, like with my situation,their experience and expertise
bring that to the AI tool andthen manage it effectively,
(05:10):
oversee it, be a bit like techsupport and train it up.
And as things, change andwhatever or if that's from an
internal point of view, but alsofrom an external point of view,
you've got to think about howit's going to land with your
audience.
So that's my voice.
Like people just going, Oh, lookhow much content, but for
marketing purposes, I can pumpout really quickly.
(05:31):
And the thing is with that isthat so many people focus on
their own productivity, likeinternally, how does it help me
rather than thinking about howit serves the audience?
So if you're just thinking, I'vegot to pump out thought
leadership pieces, I've got topump out things to increase our
brand awareness for SEO, Thething is, if that is generic
(05:51):
robotic content, if you haven'tput enough effort into training
up to understand the business,your brand voice, your
customers, the customer, we'realready seeing it.
We can tell if it's AI content.
If it's just flat and bland,lifeless, has no humanness to
it, no case studies, no personalanecdotes, we're just going to
see right through it and youdon't lose that know and trust
(06:12):
the know and trust factor.
So basically when you are usingour tools, make sure that you
have that balance.
You are, the humans are managingthe tools and basically if you
use it well, it should be almostindistinguishable as AI.
And that's, I put out some AIcontent, like articles.
You would have no idea becauseit's been trained in my brain
(06:34):
voice.
And I've gone back and tweakedit.
So that's the key thing reallyhere.
It's making sure the humansremain in control and you're not
handing over everything to thebots for the sake of
productivity.
Andreas Welsch (06:46):
I think that's a really good point that you're
making.
And I remember about two yearsago when ChatGPT came out and I
started using it for the firsttime, I had exactly that same
feeling that you described.
It's me.
It's okay.
It's pretty bland.
It's okay.
It's generic, I don't get out ofthis tool what I think I would
get out of an AI tool.
It's totally underwhelming.
But then people started comingout with prompt cheat sheets and
(07:09):
frameworks and different thingsto how to approach it and all of
a sudden it became a lot moreuseful, became a lot better at
using these tools.
So I could see a similarevolution there as well.
But I think especially that thepart you mentioned about, think
about who you're writing for orwho you are using the tool for.
Yes, for your own productivity,but mainly to communicate a
(07:30):
point to your audience.
And what does your audience wantto know, to learn, to hear?
It's not just about you.
It's about you serving them.
I really like how you framedthat.
I think that's a super importantpoint.
But I'm, I'm also curious.
I was previously in marketing.
We started to use tools likeChatGPT to help us create
narratives to create copy forweb pages, a little bit for
(07:52):
blogs here and there, and to me,it was always important to
encourage my team members.
to use these tools and to alsoshare how they're using them.
What's helpful, what's workingfor you, what's not.
And I'm curious, what are youseeing?
What are some practical waysthat marketing teams can
actually start integrating AIinto their content creation
process in that sense?
Leanne Shelton (08:14):
Yeah.
That's a hundred percent right.
You should be integrating intoyour current processes before
you go and create massiveprojects or say, Hey, we've
always wanted to write this bookand now I've got AI can just
write it for us.
I don't even think about that.
I want you to think about yourday to day tasks and honestly,
how I personally use it is astarting point only.
(08:34):
It's never the finishing point.
So what I mean by that is I'vehelped use AI to mainly ChatGPT
but really any generative AItool is the same.
Just say, all right, I need someideas.
Can you help me with some ideasfor articles or getting started?
Or here are my rough notes.
Can you make sense of this andput this into an outline or
(08:55):
create a social media post fromthis, or I'm running an event
and can you please suggest anagenda based on the audience,
the desired outcomes, all thiskind of stuff.
And that's how I use it.
And then the thing is thatpeople get this, there's like
dopamine hit, like excitement.
It may wear off.
I don't know.
There's dopamine hit of when yousee AI generated content, the
(09:17):
seconds pop into your screen,you get this excitement and
you're like, Oh, wow, look atthis.
But what you need to do is notfall in the trap of going, how
good's that I'm going to publishthat or send that without a
second glance.
What you need to do is.
Use that dopamine hit as fuelfor your creativity and critical
thinking.
So then go, Ooh, okay.
(09:38):
I like what's said there.
Don't like that.
Why don't I like that?
And think about that.
Or, okay, let's have someconversations backwards and
forwards.
I want to focus more on thataspect.
That's a really good point thatI haven't thought of that.
And it's actually, it needs tobe more of a collaborative
thing.
thing.
And so you then might beprompting backwards and
forwards, or you might then go,all right, I'm now going to take
(09:58):
that and manually write thecontent from there, because I
have a starting point.
And that's a trap.
I think a lot of people fallinto as well.
It's going, that's great.
And just think AI is all knowingbeing that must be correct and
just trusting that it is.
Quality content, especially ifyou're not a writer, and this is
why I get a bit frustrated whenI hear about copywriters being
(10:20):
sacked, because we know whatquality looks like.
The average, and the psychologybehind conversion, copy and
things like that.
So that's what I want you to useit for, like to springboard
ideas, plan ideas, but then thehuman takes over.
Andreas Welsch (10:37):
I love that.
Really use it as a startingpoint and build upon it and edit
it, make it better.
And I'll take into account whatyou want to use it for and so
on.
So if you're in the audience andyou have a question for Leanne,
please feel free to pop it inthe chat.
We'll take a look in a minute ortwo and we'll pick up those
questions.
Now, there, there's so manytools in the market for so many
(10:59):
different marketing tasks.
On one hand, you have theChatGPT, Cloud, Gemini, Copilot,
more general purpose type ofsystems.
You have some specific tools forcopywriting, for marketing that
have a bit of additional flavoror capabilities.
I'm curious, what tools do youuse for what?
(11:20):
Because I get that question alot.
Should I use Gemini?
Should I use ChatGPT?
Should I use Cloud?
And while there are some.
Benchmarks and more technicalbenchmarks where the models
excel.
I'm curious as a professional inthat space, what is your go to
or for what tasks?
Leanne Shelton (11:35):
And that's the thing as well.
People get very overwhelmed withwhich tools and, you can very
easily subscribe to 20 tools anduse two of them.
I've actually I'm pulled backand I don't play with lots of
tools, honestly, because for me,I've stick with ChatGPT is the
original.
I have dabbled in, Claude andGemini and yeah, also people say
(11:58):
that's really good forconversational content.
But the thing is I've spent mostof my time in ChatGPT.
So therefore it knows me reallywell and the voice is really
good.
And so there's no point jumpingacross to other tools, different
things, and this one knows me.
And actually, curiously, I waslate to the party with the
custom GPTs.
(12:18):
I was a bit hesitant because Ithought the main thing knows me
so well.
I have since gone to GPTs tohelp me like write my book or
create mock up materials.
It doesn't have, it doesn't havethe same knowledge base as what
the general platform has becauseI've been playing around with it
for, yeah, I guess 20, 21 monthsor something.
(12:39):
So I've just gone back to themain ChatGPT and that just
That's that serves me right.
I have started looking intoCassidy, which is a more secure
platform because you don't haveto upload your content to it.
It just scans your SharePoint oryour Google Drive or whatever it
is.
So for my clients, so they're inlike the legal space or,
(13:02):
sensitive information.
I've started recommendingCassidy as an option because
then, it's safer.
But for myself, I'm not doing alot of sensitive data.
So therefore I'm, I probablywill have, I haven't actually
signed up at Cassidy yet.
It's a new one I've been playingwith, but I probably will have
that one just as a backup forwhen I do need to do sensitive
(13:23):
stuff.
Knowing though, the brand voicefor copywriting for content
purposes is going to be in theChatGPT.
So that's, I think just pickone, really train it up, like
really get it to understand whoyou are, what you stand for,
like sharing samples that, areaccessible on the internet.
You send out to your clients,whatever it is, and then just
(13:43):
stick with that one thing.
Because if you jump around, it'sjust not going to serve you.
And this is where I get a littlebit frustrated by it.
A bit like the old schoolClippy, Microsoft.
It looks like you're writing anemail.
That's popping up everywhere.
Meta messenger and on Gmail.
And no, I don't want it writingstuff for me because it doesn't
know my brand voice.
It doesn't know me.
(14:03):
It doesn't know my audience.
So until, and this could be onlya couple of months away for all
I know, until all these pop upsintegrate with.
or whatever my main tool ofchoice is, I don't, I'm not
going to use them.
And I don't want anyone to usethem either because then that's
where generic content is goingto come out.
So my ChatGPT, it knows me sowell that I can say I can even
(14:27):
say to it, okay, I need to writethis article on this topic.
I know I've roughly covered itin these three articles.
Can you now give me a plan thatnow speaks to this audience?
And it's honestly like 80, 90percent there.
And then I just have to workthrough it.
But just on that note, when I amdoing articles or any type of
long form copy, I always get anoutline first.
(14:47):
Then I say, draft theintroduction, I tweak it.
Take a Google Docs, whatever,tweak it, put it back in.
Here's the updated version.
Now proceed with the secondparagraph, third paragraph, et
cetera, follow that process.
And that, it will then trainitself up based on what you've
previously written and make surethere's no repetition.
You may need to confirm that.
(15:08):
That's how I can now pump outarticles that you wouldn't, you
have no idea AI has helped me,but technically it's me.
It's just reused my stuff.
So that is how it should beused.
Andreas Welsch (15:19):
That's some really tangible examples and
tips how to use it effectively.
A lot of times we hear, Hey,take a sample email and put it
in there or a couple of sampledocuments and say, write it like
that.
But hearing how you describe itand the results that you seem to
get that's awesome.
And especially, I think also forthose of us who are not trained
copywriters or authors Sittingthere and having writer's
(15:42):
blocks, staring at that blanksheet of paper or that blank
open email.
How do I say this again?
How do I want to say this?
Am I too assertive?
Am I too soft?
Is it right for this audience?
I think there are so many waysto use these tools now.
Outside of copywriting, arethere any other types of medium
or media that you use generativeAI tools for?
Leanne Shelton (16:04):
I've played around with there's Gamma, which
is great for creatingpresentations and even the free
version you can create, it cancreate 10 slides for you.
You put in a basic script orjust a couple of lines and it'll
populate information in prettyslides.
That one's been pretty cool.
I personally I do a lot ofslides.
I'm the type of person that haslike a new slide every like 30
(16:25):
seconds.
So even the paid subscriptionwouldn't give me like 60 slides.
So I stick to my Canva, whichthat's Canva though, not the AI
in Canva.
That's still in its infancy andI don't trust that yet.
So Gamma is really cool.
InVideo is great one for likelittle video clips and things.
You do have to upgrade to nothave the watermark and
(16:46):
everything like that.
But that one's.
Good for creating, because itcan create TikToks or YouTube
videos and things like that.
I need to explore that a littlebit more coming into the new
year, but I'm gonna look at thatone.
I know Opus Clip, I'veexperimented once or twice, but
I know a lot of people highlyrecommend that one for cutting
up videos as well into that.
A fun one is Suno.
(17:08):
So Suno, and that is forcreating text to music.
So you can create fun littlejingles that then may be at the
back of your presentations or atthe back of, backing those
videos and things like that.
That one is very cool.
It's just in seconds.
You can Just have this songcreated for you obviously the
more input you put in, you cancontrol the output.
(17:31):
That's what I play around with,and obviously things like Otter,
like for transcribing andsummarizing meetings, that's
always been really helpful forlike briefings or just, fathom
is also really good.
I've been on the receiving endof a Fathom transcript and
summary, and it's spot on.
Rather than going back andwatching the recording and
having to take notes and go, Ohyeah, what do I have to do
(17:51):
again?
Yeah.
So there's a few little thingslike that, but
Andreas Welsch (17:56):
Good.
I think those are some goodtips.
And I'm sure there are sometools that maybe those of you in
the audience might not have comeacross yet.
So do take a look there as well.
Now what are fellow writers,fellow copywriters, saying when
they are seeing that AI isadvancing so rapidly and that
you're going all in and you wantto help people use this.
(18:17):
Isn't there some kind of aconcern that you're maybe even
contributing to the acceleratedpace and adoption of AI?
And how do we work with thateffectively?
What are some of your peerssaying or what are they
concerned about and how do youhelp them?
Leanne Shelton (18:34):
Yeah, so it may seem like I've gone to the dark
side, but...
Andreas Welsch (18:37):
No.
Leanne Shelton (18:38):
No.
Honestly, there's, yeah, all mycopywriting buddies and things,
quite often they're going moreinto strategy and looking at
more big picture strategybecause you need to have that
strategy.
So if you are gonna use AI, youhave that in mind to brief the
platform to get quality output.
And that, and honestly, that'swhy I moved into this space
initially.
It was like, can't beat them,join them.
(18:58):
And I figured people are goingto be using AI to write their
content.
I can at least put mycopywriting hat on and teach
them what quality content lookslike and how to do that.
Cause I personally, yeah, boughtone of those a thousand prompt
guides at$57 early last year,just to check it out.
But the problem is, and be awareof this, every time you see a
prompt shared online or one ofthose guides, the thing is that
(19:20):
prompt, is just like a skeleton,right?
It's, it, everyone's got askeleton, but our exterior is
very different.
You need to think about addingto that prompt to personalize it
and make it yours.
Because those prompts otherwisemake no sense without any
context.
You need to say who you are, atleast do all that training in
(19:41):
the background before youattempt these prompts.
You've got to think as well, alot of these prompts are just AI
generated without a secondthought as well.
So take it with a grain of saltand think of that.
Test them out.
You need to go, okay what do Iactually want?
What I say is think backwards.
What do you want the desiredoutcome to look like?
What kind of impact do you wantthat to have on your audience?
(20:04):
What are their needs?
Think about that.
And then work backwards withyour prompt.
So when, with your initialprompt, the instructions I want
to create This article thatultimately convert people to my
team training.
It is, it needs to really speakto the fears that they're still
having on this.
And I want it to be roughlyaround, a thousand words.
(20:27):
I want to also, whatever it is,really get clear on that context
rather than.
Write me an article on thistopic.
And you'd need to, this is wherethe copyrights can come in.
We know what needs to go in,like the fun, relatable stories,
some statistics may need to goin.
Some case studies may need to goin.
(20:48):
All that we need to add layersto the content.
And this is where a lot ofpeople don't do this with their,
AI generated content without thecopyright knowledge, because I
take it at face value, but it isusually surface level content,
and if it is regurgitated, Fromwherever, sometimes unethically
of however it's been sourced.
(21:09):
You just don't know if you cantrust it or anything.
So what I do say, and I say thisto my copywriting friends too,
look, we still know how to, youneed to find the right
resources.
And then tell it, only use theseresources to write this article,
which helps with the SEOpractice with backlinks and
everything like that.
You need to do the old schoolresearch.
You need to put a critical eye,look out for repetition in the
(21:33):
article.
Like it's every sentence servingyou, and this is where I think,
yeah, a lot of copywriters cancome in and say, all right, I
can help you.
So they need to learn the toolsthemselves so that they can
become coaches and probably awhole bunch of AI coaches who
are copywriters.
I know of at least a couple thathave done that.
Just to make sure peopleunderstand the nuances that go
(21:54):
into good content.
And that's the thing as well,like being in Australia, we like
certain things about content,very different to say US
audience, we hate being sold to.
So if you're being way toopromotional, you don't lose us.
AI has been probablypredominantly trained up on
American content.
A small fraction of that's giantstuff.
So you need to be wary of thisand have that human lens.
(22:17):
So that's the thing that comesdown to just checking it.
Andreas Welsch (22:20):
I really liked that part that we need people
with skills to review theinformation, to make it better,
to make it tangible, to alsolocalize it in a sense to the
audience that they were tryingto reach.
I'm curious that you mentioned anumber of great examples.
Give it give it examples of howyou write.
What is your tone?
What is your style?
(22:41):
What is your brand voice?
Are there any other ways orrecommendations that you have?
How we can make these toolssound more like us?
Maybe if we don't have that muchcontent yet or some other
recommendations.
Leanne Shelton (22:54):
Yeah.
So there's a couple of ways,like if you've already got a
style guide, then obviously yousay, here's my style guide with
my brand voice.
Can you review it?
But then always test it becausewhat the humans think that brand
voice is could be very differentto how the AI bots translate it.
So you might think our contentis professional and
conversational, but when thebots.
(23:17):
They take those words tocompletely different meaning.
So what I do recommend is, yeah,if you've got a style guide,
then play around with it andsay, actually, I want it more
like this, want it more likethat, tweak it.
Thank you.
Now, can you provide me anupdated brand voice?
And then you share that with therest of your team.
So everyone's got thatconsistent voice.
So that's one method if you'vealready got.
That brand voice sorted.
(23:39):
If you don't I recommend puttingin samples of stuff you have
written or even someone youwould a brand that you feel like
it's the feel that you're goingfor.
And then share samples of thatand say, all right, here's some
samples of my writing style.
Could you please create ananalysis and tell me what that
style is?
You need to remember this goingforward.
(24:00):
Say this is a human edge brandvoice.
for like future content andyou'll get better and better.
And, I still get to this day,some content at first glance.
I'm like, it's not reallysounding like me.
I'll just say, Oh, can yourewrite the human edge brand
voice?
Oh yeah.
Apologies.
And the next version is muchbetter.
I feel like it's doing that abit lately.
Who knows why?
But yeah, that's where you'vegot to just review it and go and
(24:23):
read it out loud and think, Doesthis feel like the right fit?
Obviously speaking to theentrepreneurs or, if it's your
business, your voice, you'llknow if it feels right or not.
Or if you are part of a team,just check with everyone else.
How does this sound to you?
Do you think this representswhere we're coming from?
But yet you want everyone fromthe same company to be using the
(24:45):
same brand voice.
You want, we've got that now,like before you may be told,
Hey, everyone, we're bubbly andthis.
But one person's bubbly wouldn'tbe someone else's bubbly,
especially if their personalityis not that.
So this way with AI, you canensure that consistency, but
you've got to train up first.
Andreas Welsch (25:02):
Great point there, right?
It's also about standardizinghow we do sound and how do we
how we do want to sound in ourbrand to sound.
Excellent there as well.
Now we're getting close to theend of the show, and I was
wondering if you can summarizethe key three takeaways for our
audience today before we wrapup.
It's been super insightful sofar, by the way.
Leanne Shelton (25:21):
Yeah, thank you.
Okay.
I'm going to bring in threethings that I was at an AWS
Girls Tech Day recently, and Ijust, these are three very
simple things to just remember.
See AI as your friend.
Okay.
This is what I said to the kids.
It's your friend, and you don'tget your friend to do your
homework for you.
So please don't get AI to doyour homework for you, do your
work for you.
But you can do research togetherand collaborate on a project.
(25:44):
So that's how I want you to seeAI, like a friend, like an
intern as well, okay.
Let's bring it up to thecorporate space.
Like an intern, treat it like ahuman.
So also use please and thankyous manners because we want to
get keeping that habit.
And obviously this is a securitypoint of view as well.
Don't upload anything that ishighly sensitive just because
you don't know where it's goingto go.
(26:05):
And yeah, and I guess ultimatelythis comes down to you always
checking.
The content, make sure you aremanaging it.
You're not handing over power tothe AI tools.
There's a big fear about humansbeing replaced by AI and it's
becoming a self fulfillingprophecy by some of the actions
and some of the tools that arecoming out.
I literally heard this morningabout an AI tool.
(26:25):
That's helps you humanize AIcontent.
And I'm like, yeah, so just,yeah, you review it, stay in
control.
Andreas Welsch (26:33):
Awesome.
Wonderful.
Leanne.
Thank you so much.
Thank you for joining us and forsharing your experience with us.
I really appreciate you spendingthe time with us and sharing
what you're seeing on thisjourney.
Today we'll talk about mastering AI for
(00:02):
marketing, and who better totalk about it than someone who's
actively working on that?
Leanne Shelton.
Hey Leanne, thank you so muchfor joining.
Leanne Shelton (00:10):
Hey, thanks Andreas, appreciate it.
Andreas Welsch (00:13):
Wonderful.
Actually, this is a very unusualtime for me to go live and I'm
actually having a chat with youin the future because you're not
based in the US or in Europe.
Why don't you tell our audiencea little bit about yourself, who
you are and what you do?
Leanne Shelton (00:29):
Sure.
Yeah, so I'm based in Sydney,Australia.
So I'm in the future.
And my background is incopywriting and content
marketing.
Hence the reason we're talkingabout marketing today.
But I only really moved into theAI space early last year when I
realized that, ChatGPT hit thescene.
It was my biggest hit.
shiniest and free competitor.
And my conversions had alreadystarted to drop from like the
(00:51):
economic climate and let alone,now you've got a free tool that
does the content for you.
And yeah, and I thought, okay,what if I just put together a
webinar, I could just run sometraining on the side about this
topic and I had 150 people signup to that webinar and I
thought, okay I'm onto somethinghere and fast forward to April
(01:12):
this year, I officially createda new business, human AI
training.
And ultimately what I teach isprompt engineering.
Cause I figured I havecopywriting and words have
always been my number onepassion.
So the copyright experience andword knowledge prompts are all
about the words.
So I figured I'll teach myselfup and teach people how to use
it to ensure the human touch andthat there's high quality output
(01:36):
and it's all about productivity,but you need to also make sure
that it's actually serving youYour team and your audience and
that's the step a lot of peopleforget about in the whole vortex
of AI and all the excitement.
Andreas Welsch (01:48):
That's awesome.
Thank you so much for being onthe show.
I'm really excited and curiouswhat you'll share with us.
And like you said, it's veryimportant we choose the right
words and the right sequence,and many of these things.
Should we play a little game tokick things off?
Leanne Shelton (02:03):
Sure, let's do it.
Andreas Welsch (02:04):
All right, so this game is called In Your Own
Words, and when I hit thebuzzer, the wheels will start
spinning.
When they stop you'll see asentence, and I'd like you to
complete that sentence with thefirst thing that comes to mind
and why, in your own words.
To make it a little moreinteresting, you only have 60
seconds for your answer.
Are you ready for What's theBUZZ?
Sure.
(02:25):
As ready as you can be, let'sgo.
And by the way, if you'rejoining us live, also put your
answer in the chat and why.
So here we go.
If AI were a movie, what wouldit be?
60 seconds on the clock.
Go.
Leanne Shelton (02:43):
I guess it depends if you want a dystopian
movie, which there's alreadyplenty of, plenty out there, or
you want a positive movie.
I guess if I was to create amovie about it, it would be
Maybe a romantic comedy of AItaking human form or people,
someone seeing it as a human,and they develop a romantic
(03:06):
relationship.
I'd probably create somethingfun like that.
But I just think of I don't knowif big band theory, Rajesh falls
in love with Siri.
That's the concept that haspopped into my head.
And cause that's where we couldend up going.
People trusting AI to to betheir confidant, and that's a
bit of a worry, but that couldbe a romantic comedy with AI and
(03:28):
humans.
Yeah, full on love.
Andreas Welsch (03:32):
I love it.
I think that's the first thatsomebody talks about rom com for
AI, even though that might sounda little futuristic.
They're already the first signsthere of people getting very
attached either to theirChatGPTs as a productivity
booster that they can livewithout or even more emotionally
attached.
It's not as far fetched or asfar out, I think.
(03:52):
But, you mentioned also thishuman touch is really important
when leveraging AI and youmentioned you, you started your
own business around that ideaof, Hey, it's going to disrupt
what I have been doing and whatI'm really passionate about, but
I can use this as an advantageand bring in my skills and my
strength and help others figureout how to use these tools to
the best extent possible,especially in marketing.
(04:15):
So I'm curious, how do yousuggest businesses find that
balance between humans, AI asthey are creating information.
Leanne Shelton (04:24):
Yeah, that's a really great question.
And yeah, I'm writing a book andthat's one of the chapters about
balancing the human brains andthe AI bots.
And that's the thing.
I think everyone needs to take astep back when you are embracing
AI.
A lot of people, like Imentioned, get very excited and
think of the potential and themoney saving and the time saving
factors.
But I think you just need totake a deep breath and consult
(04:46):
as a team and not just be oneperson making decisions because
there will be like, you don'tthink about what cost, right?
If you brought in this AI toolokay, are you actually sacking
humans?
Why are you sacking them?
You should actually be trainingthem to use the tool and bring
in, like with my situation,their experience and expertise
bring that to the AI tool andthen manage it effectively,
(05:10):
oversee it, be a bit like techsupport and train it up.
And as things, change andwhatever or if that's from an
internal point of view, but alsofrom an external point of view,
you've got to think about howit's going to land with your
audience.
So that's my voice.
Like people just going, Oh, lookhow much content, but for
marketing purposes, I can pumpout really quickly.
(05:31):
And the thing is with that isthat so many people focus on
their own productivity, likeinternally, how does it help me
rather than thinking about howit serves the audience?
So if you're just thinking, I'vegot to pump out thought
leadership pieces, I've got topump out things to increase our
brand awareness for SEO, Thething is, if that is generic
(05:51):
robotic content, if you haven'tput enough effort into training
up to understand the business,your brand voice, your
customers, the customer, we'realready seeing it.
We can tell if it's AI content.
If it's just flat and bland,lifeless, has no humanness to
it, no case studies, no personalanecdotes, we're just going to
see right through it and youdon't lose that know and trust
(06:12):
the know and trust factor.
So basically when you are usingour tools, make sure that you
have that balance.
You are, the humans are managingthe tools and basically if you
use it well, it should be almostindistinguishable as AI.
And that's, I put out some AIcontent, like articles.
You would have no idea becauseit's been trained in my brain
(06:34):
voice.
And I've gone back and tweakedit.
So that's the key thing reallyhere.
It's making sure the humansremain in control and you're not
handing over everything to thebots for the sake of
productivity.
Andreas Welsch (06:46):
I think that's a really good point that you're
making.
And I remember about two yearsago when ChatGPT came out and I
started using it for the firsttime, I had exactly that same
feeling that you described.
It's me.
It's okay.
It's pretty bland.
It's okay.
It's generic, I don't get out ofthis tool what I think I would
get out of an AI tool.
It's totally underwhelming.
But then people started comingout with prompt cheat sheets and
(07:09):
frameworks and different thingsto how to approach it and all of
a sudden it became a lot moreuseful, became a lot better at
using these tools.
So I could see a similarevolution there as well.
But I think especially that thepart you mentioned about, think
about who you're writing for orwho you are using the tool for.
Yes, for your own productivity,but mainly to communicate a
(07:30):
point to your audience.
And what does your audience wantto know, to learn, to hear?
It's not just about you.
It's about you serving them.
I really like how you framedthat.
I think that's a super importantpoint.
But I'm, I'm also curious.
I was previously in marketing.
We started to use tools likeChatGPT to help us create
narratives to create copy forweb pages, a little bit for
(07:52):
blogs here and there, and to me,it was always important to
encourage my team members.
to use these tools and to alsoshare how they're using them.
What's helpful, what's workingfor you, what's not.
And I'm curious, what are youseeing?
What are some practical waysthat marketing teams can
actually start integrating AIinto their content creation
process in that sense?
Leanne Shelton (08:14):
Yeah.
That's a hundred percent right.
You should be integrating intoyour current processes before
you go and create massiveprojects or say, Hey, we've
always wanted to write this bookand now I've got AI can just
write it for us.
I don't even think about that.
I want you to think about yourday to day tasks and honestly,
how I personally use it is astarting point only.
(08:34):
It's never the finishing point.
So what I mean by that is I'vehelped use AI to mainly ChatGPT
but really any generative AItool is the same.
Just say, all right, I need someideas.
Can you help me with some ideasfor articles or getting started?
Or here are my rough notes.
Can you make sense of this andput this into an outline or
(08:55):
create a social media post fromthis, or I'm running an event
and can you please suggest anagenda based on the audience,
the desired outcomes, all thiskind of stuff.
And that's how I use it.
And then the thing is thatpeople get this, there's like
dopamine hit, like excitement.
It may wear off.
I don't know.
There's dopamine hit of when yousee AI generated content, the
(09:17):
seconds pop into your screen,you get this excitement and
you're like, Oh, wow, look atthis.
But what you need to do is notfall in the trap of going, how
good's that I'm going to publishthat or send that without a
second glance.
What you need to do is.
Use that dopamine hit as fuelfor your creativity and critical
thinking.
So then go, Ooh, okay.
(09:38):
I like what's said there.
Don't like that.
Why don't I like that?
And think about that.
Or, okay, let's have someconversations backwards and
forwards.
I want to focus more on thataspect.
That's a really good point thatI haven't thought of that.
And it's actually, it needs tobe more of a collaborative
thing.
thing.
And so you then might beprompting backwards and
forwards, or you might then go,all right, I'm now going to take
(09:58):
that and manually write thecontent from there, because I
have a starting point.
And that's a trap.
I think a lot of people fallinto as well.
It's going, that's great.
And just think AI is all knowingbeing that must be correct and
just trusting that it is.
Quality content, especially ifyou're not a writer, and this is
why I get a bit frustrated whenI hear about copywriters being
(10:20):
sacked, because we know whatquality looks like.
The average, and the psychologybehind conversion, copy and
things like that.
So that's what I want you to useit for, like to springboard
ideas, plan ideas, but then thehuman takes over.
Andreas Welsch (10:37):
I love that.
Really use it as a startingpoint and build upon it and edit
it, make it better.
And I'll take into account whatyou want to use it for and so
on.
So if you're in the audience andyou have a question for Leanne,
please feel free to pop it inthe chat.
We'll take a look in a minute ortwo and we'll pick up those
questions.
Now, there, there's so manytools in the market for so many
(10:59):
different marketing tasks.
On one hand, you have theChatGPT, Cloud, Gemini, Copilot,
more general purpose type ofsystems.
You have some specific tools forcopywriting, for marketing that
have a bit of additional flavoror capabilities.
I'm curious, what tools do youuse for what?
(11:20):
Because I get that question alot.
Should I use Gemini?
Should I use ChatGPT?
Should I use Cloud?
And while there are some.
Benchmarks and more technicalbenchmarks where the models
excel.
I'm curious as a professional inthat space, what is your go to
or for what tasks?
Leanne Shelton (11:35):
And that's the thing as well.
People get very overwhelmed withwhich tools and, you can very
easily subscribe to 20 tools anduse two of them.
I've actually I'm pulled backand I don't play with lots of
tools, honestly, because for me,I've stick with ChatGPT is the
original.
I have dabbled in, Claude andGemini and yeah, also people say
(11:58):
that's really good forconversational content.
But the thing is I've spent mostof my time in ChatGPT.
So therefore it knows me reallywell and the voice is really
good.
And so there's no point jumpingacross to other tools, different
things, and this one knows me.
And actually, curiously, I waslate to the party with the
custom GPTs.
(12:18):
I was a bit hesitant because Ithought the main thing knows me
so well.
I have since gone to GPTs tohelp me like write my book or
create mock up materials.
It doesn't have, it doesn't havethe same knowledge base as what
the general platform has becauseI've been playing around with it
for, yeah, I guess 20, 21 monthsor something.
(12:39):
So I've just gone back to themain ChatGPT and that just
That's that serves me right.
I have started looking intoCassidy, which is a more secure
platform because you don't haveto upload your content to it.
It just scans your SharePoint oryour Google Drive or whatever it
is.
So for my clients, so they're inlike the legal space or,
(13:02):
sensitive information.
I've started recommendingCassidy as an option because
then, it's safer.
But for myself, I'm not doing alot of sensitive data.
So therefore I'm, I probablywill have, I haven't actually
signed up at Cassidy yet.
It's a new one I've been playingwith, but I probably will have
that one just as a backup forwhen I do need to do sensitive
(13:23):
stuff.
Knowing though, the brand voicefor copywriting for content
purposes is going to be in theChatGPT.
So that's, I think just pickone, really train it up, like
really get it to understand whoyou are, what you stand for,
like sharing samples that, areaccessible on the internet.
You send out to your clients,whatever it is, and then just
(13:43):
stick with that one thing.
Because if you jump around, it'sjust not going to serve you.
And this is where I get a littlebit frustrated by it.
A bit like the old schoolClippy, Microsoft.
It looks like you're writing anemail.
That's popping up everywhere.
Meta messenger and on Gmail.
And no, I don't want it writingstuff for me because it doesn't
know my brand voice.
It doesn't know me.
(14:03):
It doesn't know my audience.
So until, and this could be onlya couple of months away for all
I know, until all these pop upsintegrate with.
or whatever my main tool ofchoice is, I don't, I'm not
going to use them.
And I don't want anyone to usethem either because then that's
where generic content is goingto come out.
So my ChatGPT, it knows me sowell that I can say I can even
(14:27):
say to it, okay, I need to writethis article on this topic.
I know I've roughly covered itin these three articles.
Can you now give me a plan thatnow speaks to this audience?
And it's honestly like 80, 90percent there.
And then I just have to workthrough it.
But just on that note, when I amdoing articles or any type of
long form copy, I always get anoutline first.
(14:47):
Then I say, draft theintroduction, I tweak it.
Take a Google Docs, whatever,tweak it, put it back in.
Here's the updated version.
Now proceed with the secondparagraph, third paragraph, et
cetera, follow that process.
And that, it will then trainitself up based on what you've
previously written and make surethere's no repetition.
You may need to confirm that.
(15:08):
That's how I can now pump outarticles that you wouldn't, you
have no idea AI has helped me,but technically it's me.
It's just reused my stuff.
So that is how it should beused.
Andreas Welsch (15:19):
That's some really tangible examples and
tips how to use it effectively.
A lot of times we hear, Hey,take a sample email and put it
in there or a couple of sampledocuments and say, write it like
that.
But hearing how you describe itand the results that you seem to
get that's awesome.
And especially, I think also forthose of us who are not trained
copywriters or authors Sittingthere and having writer's
(15:42):
blocks, staring at that blanksheet of paper or that blank
open email.
How do I say this again?
How do I want to say this?
Am I too assertive?
Am I too soft?
Is it right for this audience?
I think there are so many waysto use these tools now.
Outside of copywriting, arethere any other types of medium
or media that you use generativeAI tools for?
Leanne Shelton (16:04):
I've played around with there's Gamma, which
is great for creatingpresentations and even the free
version you can create, it cancreate 10 slides for you.
You put in a basic script orjust a couple of lines and it'll
populate information in prettyslides.
That one's been pretty cool.
I personally I do a lot ofslides.
I'm the type of person that haslike a new slide every like 30
(16:25):
seconds.
So even the paid subscriptionwouldn't give me like 60 slides.
So I stick to my Canva, whichthat's Canva though, not the AI
in Canva.
That's still in its infancy andI don't trust that yet.
So Gamma is really cool.
InVideo is great one for likelittle video clips and things.
You do have to upgrade to nothave the watermark and
(16:46):
everything like that.
But that one's.
Good for creating, because itcan create TikToks or YouTube
videos and things like that.
I need to explore that a littlebit more coming into the new
year, but I'm gonna look at thatone.
I know Opus Clip, I'veexperimented once or twice, but
I know a lot of people highlyrecommend that one for cutting
up videos as well into that.
A fun one is Suno.
(17:08):
So Suno, and that is forcreating text to music.
So you can create fun littlejingles that then may be at the
back of your presentations or atthe back of, backing those
videos and things like that.
That one is very cool.
It's just in seconds.
You can Just have this songcreated for you obviously the
more input you put in, you cancontrol the output.
(17:31):
That's what I play around with,and obviously things like Otter,
like for transcribing andsummarizing meetings, that's
always been really helpful forlike briefings or just, fathom
is also really good.
I've been on the receiving endof a Fathom transcript and
summary, and it's spot on.
Rather than going back andwatching the recording and
having to take notes and go, Ohyeah, what do I have to do
(17:51):
again?
Yeah.
So there's a few little thingslike that, but
Andreas Welsch (17:56):
Good.
I think those are some goodtips.
And I'm sure there are sometools that maybe those of you in
the audience might not have comeacross yet.
So do take a look there as well.
Now what are fellow writers,fellow copywriters, saying when
they are seeing that AI isadvancing so rapidly and that
you're going all in and you wantto help people use this.
(18:17):
Isn't there some kind of aconcern that you're maybe even
contributing to the acceleratedpace and adoption of AI?
And how do we work with thateffectively?
What are some of your peerssaying or what are they
concerned about and how do youhelp them?
Leanne Shelton (18:34):
Yeah, so it may seem like I've gone to the dark
side, but...
Andreas Welsch (18:37):
No.
Leanne Shelton (18:38):
No.
Honestly, there's, yeah, all mycopywriting buddies and things,
quite often they're going moreinto strategy and looking at
more big picture strategybecause you need to have that
strategy.
So if you are gonna use AI, youhave that in mind to brief the
platform to get quality output.
And that, and honestly, that'swhy I moved into this space
initially.
It was like, can't beat them,join them.
(18:58):
And I figured people are goingto be using AI to write their
content.
I can at least put mycopywriting hat on and teach
them what quality content lookslike and how to do that.
Cause I personally, yeah, boughtone of those a thousand prompt
guides at$57 early last year,just to check it out.
But the problem is, and be awareof this, every time you see a
prompt shared online or one ofthose guides, the thing is that
(19:20):
prompt, is just like a skeleton,right?
It's, it, everyone's got askeleton, but our exterior is
very different.
You need to think about addingto that prompt to personalize it
and make it yours.
Because those prompts otherwisemake no sense without any
context.
You need to say who you are, atleast do all that training in
(19:41):
the background before youattempt these prompts.
You've got to think as well, alot of these prompts are just AI
generated without a secondthought as well.
So take it with a grain of saltand think of that.
Test them out.
You need to go, okay what do Iactually want?
What I say is think backwards.
What do you want the desiredoutcome to look like?
What kind of impact do you wantthat to have on your audience?
(20:04):
What are their needs?
Think about that.
And then work backwards withyour prompt.
So when, with your initialprompt, the instructions I want
to create This article thatultimately convert people to my
team training.
It is, it needs to really speakto the fears that they're still
having on this.
And I want it to be roughlyaround, a thousand words.
(20:27):
I want to also, whatever it is,really get clear on that context
rather than.
Write me an article on thistopic.
And you'd need to, this is wherethe copyrights can come in.
We know what needs to go in,like the fun, relatable stories,
some statistics may need to goin.
Some case studies may need to goin.
(20:48):
All that we need to add layersto the content.
And this is where a lot ofpeople don't do this with their,
AI generated content without thecopyright knowledge, because I
take it at face value, but it isusually surface level content,
and if it is regurgitated, Fromwherever, sometimes unethically
of however it's been sourced.
(21:09):
You just don't know if you cantrust it or anything.
So what I do say, and I say thisto my copywriting friends too,
look, we still know how to, youneed to find the right
resources.
And then tell it, only use theseresources to write this article,
which helps with the SEOpractice with backlinks and
everything like that.
You need to do the old schoolresearch.
You need to put a critical eye,look out for repetition in the
(21:33):
article.
Like it's every sentence servingyou, and this is where I think,
yeah, a lot of copywriters cancome in and say, all right, I
can help you.
So they need to learn the toolsthemselves so that they can
become coaches and probably awhole bunch of AI coaches who
are copywriters.
I know of at least a couple thathave done that.
Just to make sure peopleunderstand the nuances that go
(21:54):
into good content.
And that's the thing as well,like being in Australia, we like
certain things about content,very different to say US
audience, we hate being sold to.
So if you're being way toopromotional, you don't lose us.
AI has been probablypredominantly trained up on
American content.
A small fraction of that's giantstuff.
So you need to be wary of thisand have that human lens.
(22:17):
So that's the thing that comesdown to just checking it.
Andreas Welsch (22:20):
I really liked that part that we need people
with skills to review theinformation, to make it better,
to make it tangible, to alsolocalize it in a sense to the
audience that they were tryingto reach.
I'm curious that you mentioned anumber of great examples.
Give it give it examples of howyou write.
What is your tone?
What is your style?
(22:41):
What is your brand voice?
Are there any other ways orrecommendations that you have?
How we can make these toolssound more like us?
Maybe if we don't have that muchcontent yet or some other
recommendations.
Leanne Shelton (22:54):
Yeah.
So there's a couple of ways,like if you've already got a
style guide, then obviously yousay, here's my style guide with
my brand voice.
Can you review it?
But then always test it becausewhat the humans think that brand
voice is could be very differentto how the AI bots translate it.
So you might think our contentis professional and
conversational, but when thebots.
(23:17):
They take those words tocompletely different meaning.
So what I do recommend is, yeah,if you've got a style guide,
then play around with it andsay, actually, I want it more
like this, want it more likethat, tweak it.
Thank you.
Now, can you provide me anupdated brand voice?
And then you share that with therest of your team.
So everyone's got thatconsistent voice.
So that's one method if you'vealready got.
That brand voice sorted.
(23:39):
If you don't I recommend puttingin samples of stuff you have
written or even someone youwould a brand that you feel like
it's the feel that you're goingfor.
And then share samples of thatand say, all right, here's some
samples of my writing style.
Could you please create ananalysis and tell me what that
style is?
You need to remember this goingforward.
(24:00):
Say this is a human edge brandvoice.
for like future content andyou'll get better and better.
And, I still get to this day,some content at first glance.
I'm like, it's not reallysounding like me.
I'll just say, Oh, can yourewrite the human edge brand
voice?
Oh yeah.
Apologies.
And the next version is muchbetter.
I feel like it's doing that abit lately.
Who knows why?
But yeah, that's where you'vegot to just review it and go and
(24:23):
read it out loud and think, Doesthis feel like the right fit?
Obviously speaking to theentrepreneurs or, if it's your
business, your voice, you'llknow if it feels right or not.
Or if you are part of a team,just check with everyone else.
How does this sound to you?
Do you think this representswhere we're coming from?
But yet you want everyone fromthe same company to be using the
(24:45):
same brand voice.
You want, we've got that now,like before you may be told,
Hey, everyone, we're bubbly andthis.
But one person's bubbly wouldn'tbe someone else's bubbly,
especially if their personalityis not that.
So this way with AI, you canensure that consistency, but
you've got to train up first.
Andreas Welsch (25:02):
Great point there, right?
It's also about standardizinghow we do sound and how do we
how we do want to sound in ourbrand to sound.
Excellent there as well.
Now we're getting close to theend of the show, and I was
wondering if you can summarizethe key three takeaways for our
audience today before we wrapup.
It's been super insightful sofar, by the way.
Leanne Shelton (25:21):
Yeah, thank you.
Okay.
I'm going to bring in threethings that I was at an AWS
Girls Tech Day recently, and Ijust, these are three very
simple things to just remember.
See AI as your friend.
Okay.
This is what I said to the kids.
It's your friend, and you don'tget your friend to do your
homework for you.
So please don't get AI to doyour homework for you, do your
work for you.
But you can do research togetherand collaborate on a project.
(25:44):
So that's how I want you to seeAI, like a friend, like an
intern as well, okay.
Let's bring it up to thecorporate space.
Like an intern, treat it like ahuman.
So also use please and thankyous manners because we want to
get keeping that habit.
And obviously this is a securitypoint of view as well.
Don't upload anything that ishighly sensitive just because
you don't know where it's goingto go.
(26:05):
And yeah, and I guess ultimatelythis comes down to you always
checking.
The content, make sure you aremanaging it.
You're not handing over power tothe AI tools.
There's a big fear about humansbeing replaced by AI and it's
becoming a self fulfillingprophecy by some of the actions
and some of the tools that arecoming out.
I literally heard this morningabout an AI tool.
(26:25):
That's helps you humanize AIcontent.
And I'm like, yeah, so just,yeah, you review it, stay in
control.
Andreas Welsch (26:33):
Awesome.
Wonderful.
Leanne.
Thank you so much.
Thank you for joining us and forsharing your experience with us.
I really appreciate you spendingthe time with us and sharing
what you're seeing on thisjourney.
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