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Written by: Justine Young
Artificial Intelligence (AI) has been in our collective human consciousness for years now – although we tend to imagine the worst-case scenarios when it comes to advanced tech. Just look at Ex Machina or horror film M3GAN – for some reason we associate AI with creepy, killer and female-presenting.
But the reality is that AI is a revolutionary tool created by humans and for humans to make our jobs and lives easier. The latest iteration of AI to take the world by storm is ChatGPT, the language creation model available (for free! for now!) on the web.
The nerdy side of me could go on for ages about the tech that powers ChatGPT, but we’ll save that for another time. Today, we’re bringing you an actionable guide to how ChatGPT can increase efficiency in your 2023 marketing campaigns, from proofreading emails to drafting social media posts and beyond.
What is ChatGPT?
We’ve all heard of ChatGPT – and tried our hand at entering both work-related and silly prompts. But what is ChatGPT?
I asked the AI system for a brief overview, and here’s what it had to say:
“ChatGPT is a language model developed by OpenAI that can generate human-like text based on a prompt. It uses advanced deep learning algorithms to analyze and understand language, enabling it to respond to questions and complete tasks such as proofreading, writing emails, and generating social media posts.
ChatGPT has been trained on a massive dataset, giving it an extensive understanding of language and an ability to generate text that is both relevant and natural.”
Basically, it’s massively cool. And since its release in late 2022, the AI writer has all of us looking to see what competitors are doing to match pace (we’re looking at you, Jasper).
GIVING COMMANDS TO CHATGPT
ChatGPT is a tool that requires some user practice to get right. Think about when you’re searching for an answer on Google – the language you use matters and influences your results. Just as you had to learn to “Google” things, you’ll also have to hone your prompts with the AI.
In general, there are three ways you can help ensure the AI gives you a good result:
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Be specific and provide context
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Provide feedback
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Try again
The more details you give ChatGPT, the more likely you are to receive a well-written response. For example, if I ask it to summarize financial planning, it gives the following answer:
“Financial planning is the process of creating a comprehensive strategy for managing your financial resources, including budgeting, saving, investing, and protecting your assets. It involves setting financial goals, assessing your current financial situation, creating a plan to meet your goals, and regularly reviewing and adjusting the plan to ensure you stay on track. Financial planning helps you take control of your financial future, making informed decisions about how to best manage your money and achieve your long-term financial goals.”
But if I ask it to give a definition of financial planning for elementary school students in 100 words or less, I get:
“Financial planning is the process of creating a roadmap for how you will manage your money and make it grow over time. This helps you reach your financial goals, such as saving for a big purchase, paying for college, or having enough money for retirement. It involves creating a budget, saving money, investing in the stock market, and making smart decisions about how to spend and save your money. Financial planning helps you make the most of your money so you can live the life you want now and in the future.”
In addition to word choice, you should also provide feedback to ChatGPT by clicking the thumbs up or down button next to its response – this feedback helps the AI learn and do better in the future.
Lastly, if you’re not getting the answer you need – simply try again! As a free tool (at least for now), you’re able to spend time with ChatGPT and practice different inputs through trial and error.
OTHER THINGS TO NOTE
ChatGPT does have a character limit of around 4096 characters, although this can vary depending on the specific implementation.
One important note! ChatGPT is a tool to help you create content – it should not be used as a content creator. Google has a beef with AI-generated content and has said they consider it spam. In other words, if you copy and paste content directly out of ChatGPT, it could do more damage than good for your website.
10 Ways Advisors Can Leverage ChatGPT in Their 2023 Marketing
The possibilities for your firm to utilize ChatGPT are endless, but to help jumpstart your work with the AI, here are the top 10 ways you can leverage the tool in your 2023 marketing.
1. PROOFREADING
ChatGPT can quickly proofread marketing materials and ensure they are free of errors and typos, saving advisors time and improving the quality of their work.
You can even ask the AI to proofread for specific things, like the AP style handbook or grammatical errors.
To do so, simply ask the AI to proofread the following text, then paste your work below and watch the magic happen.
2. DRAFTING PROSPECT EMAILS
ChatGPT can help advisors draft emails to potential clients, offering suggestions for language and structure, and ensuring that emails are personalized and engaging.
For example, I asked ChatGPT to write a prospect email using the following prompt:
Let’s see what ChatGPT whipped up for our fictional advisory firm:
It’s not perfect – but in just a moment, you now have a prospect email draft complete with a subject line. From here, you can copy and paste the text into a Google Doc and make any necessary changes.
The biggest value here is that the AI can help you get past the blank page. Sometimes getting started is the hardest part of creating content.
This isn’t a long-term solution for your prospecting, as you’ll likely need a variety of content aimed at your specific marketing goals and built into a larger marketing campaign. But for a firm in a pinch that needs to get the word out? It’s a solid starting point.
After you’ve personalized the email, throw it back into ChatGPT to double-check for any grammatical errors!
3. WRITING SOCIAL MEDIA POSTS
You’ve done the hard work and written a top-notch blog – now it’s time to share it with the world on your firm’s social media accounts.
The problem? You’re less social media-savvy than a saltwater snail.
ChatGPT to the metaphorical rescue! Simply ask the AI to “create sample social media posts for Twitter based on the following blog.” Then, copy and paste the blog below for the AI’s reference.
For example, I asked ChatGPT to write five Twitter posts based on this blog we wrote on the cost of in-house vs agency marketing. Here’s my favorite post the AI generated:
One thing to note: ChatGPT is still limited a bit on the social side in that it can’t process or generate images. If your blog includes images, ChatGPT won’t be able to take those into account.
4. AD INSPIRATION
This might be one of my favorite uses for ChatGPT – it’s a great brainstorming tool for ads!
For example, I asked ChatGPT for some ideas for advertisements for a financial firm based out of Atlanta that caters specifically to small business owners. The AI didn’t disappoint, listing out ideas for social media, Google Adwords, local networking, direct mail and even a referral program.
5. BRAINSTORMING BLOG OR PODCAST TOPICS
Here at Three Crowns, we know the value a great blog or stellar podcast can bring to your firm. These pieces of content create real value for your clients, while also showing off your skill and knowledge.
But coming up with new blog topics or podcast conversations can be tough after the first few months. You don’t want to regurgitate the same information over and over, but you’re also having a bit of a brain block when it comes to generating new ideas.
ChatGPT can help you overcome that brain block and find your next topic. Here’s the prompt I inputted into the AI system:
And here are a few of the suggestions the AI provided:
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The benefits of budgeting and how to start
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Strategies for paying off student loans and other high-interest debt
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The basics of homeownership and the home buying process
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The importance of saving for retirement early and tips for doing so
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Understanding credit scores and how to improve them
Take the ideas that resonate with your brand, and leave the rest – we promise ol’ Chatty G won’t be offended.
6. IMAGINING YOUR PROSPECTS’ BUYER’S JOURNEY
Need some help getting in the head of your target audience? Ask ChatGPT to imagine your prospects’ buyer’s journey to get an idea of what solutions those individuals are searching for.
I cut off the above screenshot because ChatGPT gave me a lengthy, well-rounded result – don’t you just hate when that happens?!
7. CREATING CLIENT CHECK-INS
Did you know that 85% of clients say advisor communications impact retention and referrals? Regular communication with your clients is of the utmost importance, especially during turbulent markets.
With ChatGPT, drafting those client check-ins is easy – just check out this cute email the AI created for my imaginary firm:
8. SUMMARIZING AND SHORTENING TEXT
ChatGPT can help financial advisors quickly summarize and shorten lengthy documents, making it easier for you to quickly understand the key points and take action.
When I asked ChatGPT to summarize this blog I wrote on content marketing analytics in 300 words or less, this is what it gave me:
When it comes to confidential information or important compliance documents, we recommend you still read it the old-fashioned way. But for summarizing a cool new article from Kitces or Forbes? Go for it!
9. NAILING DOWN YOUR ELEVATOR PITCH
Your elevator pitch is your value prop, given in 30 seconds or less. It’s who you are, what you do and why people should work with you – all in just a sentence or two. Easy-peasy, right?
Actually, an elevator pitch is crucial to making a great first impression on prospects and other industry professionals. It shows that you’ve put effort into your brand and are confident in your services.
Each elevator pitch should include three key elements:
- Introduction: Start with a brief introduction that grabs the listener's attention and piques their interest.
- Problem statement: Identify the problem that your business or idea solves. Explain why this problem is important and what sets your solution apart from others.
- Unique value proposition: Explain what makes your business or idea unique and how it will benefit the customer. Emphasize the value that your solution will bring to the market.
If you need a jumping off point for your own, the AI tool is a great help – just be sure to spend some time refining the language to reflect your firm’s unique perspective.
For example, you could input:
“Write an elevator pitch for my financial firm, FakeWealth Advisors, based out of Philadelphia. We were founded in 2011 with the goal of helping young, Christian families plan for retirement. Our small team leverages a complete tech stack with our 20+ years of experience to create financial solutions for even the most complex clients.”
The AI gave me a great response here – but it was in the first person. I’ll refine the prompt to include that my elevator pitch should be in the third-person:
“Write an elevator pitch for my financial firm, FakeWealth Advisors, based out of Philadelphia. We were founded in 2011 with the goal of helping young, Christian families plan for retirement. Our small team leverages a complete tech stack with our 20+ years of experience to create financial solutions for even the most complex clients. The pitch should be written in third-person.”
The output is now in third-person, but is somewhat vague. I can try refining my input and give the AI more details to include, or I can take the project out of ChatGPT and edit it on my own. Even the process of brainstorming within ChatGPT can help you fine-tune your messaging.
10. FINDING NEW WAYS TO GET THE WORD OUT
Financial services is a people-first industry. Your success relies on people working with you – but to do that, they need to be aware of your firm in the first place.
When you work with a marketing agency, they can help you create a holistic marketing strategy to target your ideal prospects, ensuring your marketing budget is put to good use. They also use real-time and relevant data to develop a unique approach to your firm’s marketing.
But if you’re an in-house marketing team for a firm and short on resources, ChatGPT can help you come up with new ways to get the good word out. For example, ChatGPT recommended the following marketing efforts for financial advisors:
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Networking: Attend local business events, chamber of commerce meetings, and other networking opportunities. Make connections and build relationships with other professionals in your community.
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Content marketing: Create valuable, informative content that appeals to your target audience, such as blog posts, e-books, infographics, and videos. Share your content on social media and your website to establish your firm as a thought leader in the industry.
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Email marketing: Build a targeted email list and send regular newsletters, promotional offers, and other communications to keep your clients engaged and informed.
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Paid advertising: Consider investing in targeted online advertising, such as Google Ads, to reach potential clients who are actively searching for financial advisors in your area.
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Public speaking: Offer to speak at local events, conferences, and seminars to showcase your expertise and build your brand.
It also reminds us that building a successful brand requires time – and that by consistently promoting your business and delivering high-quality services, you can establish a strong reputation and grow your client base.
While ChatGPT isn’t a replacement for a full-fledged marketing strategy, it can be an invaluable resource for financial advisors looking to improve their daily work and reach their clients in new and exciting ways.
Related: Content Marketing Analytics: 3 Metrics Financial Advisors Should Be Tracking