Boost Your Reach & Results: ChatGPT Marketing Tips for Accountants

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Hi, everyone. Welcome. I apologize to start my live stream countdown just a little bit late. So I'm a little bit late on starting today. But quick hellos to everybody who's there in the chat. Michael John's here. Welcome guys. Green Lamp bookkeeping. Not sure what your name is, but hello. Giles is here. Neil is here. Hi. And Jerry is here from Stevenson. So welcome everybody. I'm gonna just go ahead and get started straight away. Today's session about giving your social media channel a boost.

So I'm just gonna go over a couple of the announcements and links that I have for you guys first and I'll try and whiz through that so that we can get straight into the content. So on your screen right now is that I'm gonna put up some QR codes and I'm also just gonna pop into the chat at the same time, so bear with me.

We work with B1G1, this organization. They allow us to whenever certain things happen in our business. So, for example, you turning up live to our events, it means that we can make a charitable donation on your behalf. So you get to choose where that goes to and then it comes out of our bank account and we get to go and make that donation for you. So please click the link either in the chat or if you quick scan the QR code now on the screen and you can choose where that goes to.

A lot of these live streams that we do focus around the theme of AI and ChatGPT. So if you are interested in more content to do with ChatGPT and AI, then we have several resources for you. So on the left is an ebook which has six, I think, is it six practical use cases for how to use ChatGPT in the accounting industry. And on the right is a research report we did on ways that you can thrive going forward into the industry where AI is taking over work like compliance. So what kind of things you can do to stay on top of that. So I've put both of the links into the chat box there for you. We also have a mini course available, so I just need to move something to grab my link for this. We also have a mini course available, so you are welcome to grab that if you want. That is like an introductory course to ChatGPT. I think it's about two hours worth of training and you can grab that and go and start learning if this is something that is fairly new to you. And then just to mention as well, we also have two available communities for you. So we have, first of all we have our free community, which is the AI community, which you are welcome to join. It's on the school platform, so it's really heavy on engagement. We get a lot of people chatting and talking and sharing their AI tips in there, there. And we also have within that free community several training courses which you unlock higher levels of training by engaging more. So just you putting posts and commenting and engaging with other people. You increase your rank and then you unlock training modules based on that. So it's free training. All you have to do is get involved and learn from other people as well. So it's all great. And then we also, if you wanted to go above and beyond that, we have the AI academy as well, which you are welcome to go and check out. It's on that same platform, it's on the school platform. So it's really great for engaging engagement and talking to everybody. So if you are interested in really taking your AI learning to the next level, then you're welcome to go and check out the AI Academy. Okay. And as well, obviously all the training and stuff is in there as well. Okay. I whizzed through that because I really want to get onto the content today. I'm quite looking forward to today's content.

Social media and how to optimize your social media, how to give it a boost, how to make sure that it's really optimized and it's running efficiently and it's doing the best job that it possibly can do. So I wanted to start off by talking about.

Social media as a one segment of your overall kind of marketing strategy and how it fits into that and how we should be kind of monitoring, monitoring and checking it as part of that chain. So I want to show you this slide which I have taken from one of the Marketing fundamental sessions that I run in the Value Pricing Academy. And in this session we, we talk, in the marketing fundamentals sessions, we talk about your entire kind of marketing strategy and then we take apart bits of it and we focus on each area. So there are four steps that we talk about. From getting a lead, a complete brand new person who's never heard of you before, into a client who subscribes and works with you. There are four steps to get to that point of your marketing strategy. So we break that down into generating traffic. Now this is where your social media strategy sits. We're talking about generating traffic, building brand awareness, getting your name out there and pushing that traffic towards a place that you want them to go. So you're wanting to push them with your social media to a place where you can grab their contact details. And this is where we qualify leads and we use what we call a lead generation system to do that. This is where you give away a free but valuable lead piece of content in exchange for somebody's name and email address.

The next stage, then, once you have that name and email address, is to then nurture those leads by continuing to follow up, follow up with emails and build a relationship with them so that you can warm them up to a point where they are ready to buy. We then get them into that appointment and we then convert them into a client in that appointment. So those are the four stages. And what we're looking at today with the social media section of that is the generate traffic section. Now the reason I want to highlight this is because when we're talking about optimizing your social media strategy, it's important to understand it as part of a larger machine marketing machine that is working in your business. And we need to understand its limitations and also what we are trying to achieve with the social media. Okay? So it's part of this chain. The reason that we, generally speaking, are using social media to drive them to a place where we can get their contact details is because social media can be quite fickle in terms of you can be at the mercy of algorithms and other people's agendas. So if you're using Facebook and Instagram, you're arc Zuckerberg's mercy based on how he wants to decide how his platform performs and where its efficiencies are, okay? So he can change an efficiency. He can decide to say, actually it's more important that you get shares now than it is that you get likes and that can change the strategy that you are optimizing for. So it's important to understand the limitation that social media has. It's also important to know that, that you know when you are using social media. I'll switch back to here. When you're using social media, you are at the mercy of those algorithms. You're also at the mercy of things like somebody could log on to Facebook or LinkedIn or whatever platform it is, they could scroll for a while and they might still not see your post. It may be that you have a community on one of these platforms like you, like we have a Facebook group and it may be that you post into that group. But people don't see it, okay, because it it the algorithms decide to push a different post above yours and prioritize that post. So social media is an incredibly powerful tool and that it's something that is amazingly helpful in getting out reach and reaching more people and sharing content. But we need to understand that that's what we're doing with that. We are sharing content and we are driving them towards a system where we can capture their contact details so that we can then more reliably follow up with them in a more effective way. So the social media is pushing them towards your lead generation system. Whether that's you're giving them, you know, some sort of webinar or a guide or a checklist, or you're just sending them to your website where there's a form fill out where they can contact you on there, whatever kind of, you know, lead generation system you build. So understanding that, that you are subject to those algorithms and that is what the purpose of it is, you need to be using your social media to drive them towards those areas where you can collect that information.

Also, as we understand social media to be a one part of this larger chain with your overall marketing strategy, if what your goal is, which presumably your goal is this, to get more clients, to get more ideal, high quality clients, we want to look at metrics across that system. So across these four sections, we want to look at metrics on each of those sections to see where the strengths are and where the weaknesses are in that system. If for example, we put all of our energy after today into optimizing our social media strategy and optimizing our social media content, but the lead magnet that we try to Give them the, the ebook or the webinar or whatever it is that we give them is quite low quality. It's low value. They land on the page and they see it and they think, I'm not bothered about getting that. Then the issue in this chain of events is not your social media, it's your offer. Okay, so we need to track the different areas of this process to understand where the weakness is. It may be that people are getting onto your list, but then they're not booking an appointment. So maybe it's a case that your emails aren't performing very well and you need to improve that area of your marketing. Okay, so I just thought I would point that out that it is important to understand your social media as a whole in this system and that therefore it's important what we track. Now, when it comes to what metrics you want to be tracking on your social media, that again is going to depend on what you are trying to achieve with each individual kind of social post. So things that you can track are clicks and views, likes, shares, comments. And what you track might be different depending on what you are trying to achieve with that particular post. So let's say, say you have a community, you have a Facebook group where you're trying to grow, you know, a community of people that might potentially become clients down the line or people that you can help out now with by answering their questions. It may be more important for you to track the comments and the shares. So that's more of the engagement in, in those sense, you know, are people engaging with the content, are they asking questions, are they getting involved? That might be more of your priority of what you want to track for those posts. But it may be that you also have posts that are pushing towards this lead generation system. And therefore it might be more important that you track clicks because you want to know if somebody sees that post, are they then clicking it? And particularly are they viewing it and then clicking it and what is the conversion between viewing it and clicking it? Okay, how many people who view it then click it and we can get that conversion rate and we can see how successful that is. We can then then track these metrics as we start to go and do all of the optimization things which I'm about to teach you and show you how to do. With ChatGPT, we can return to these metrics and see if they are improving and learn what things work and what things we need to focus on. Okay, so social media, it's part of a bigger strategy. We want to make sure that we are tracking all of these individual areas and make sure that we are improving the areas that need to be improved. If you have identified from that, that social media is the area that you really need to be working on, then there are a couple of things that we can be doing with ChatGPT to help improve that strategy. So I'm going to bring up ChatGPT and we're going to jump into there and start looking at some various different things that we can do. So if you already have some social media that you've started posting, okay, you, you've started, you've maybe you've got a Facebook group or you've, you've started posting on LinkedIn or, or X and you started trying to post a couple of things, but you really want to just take what you've got so far and try and improve that. Let's start there. And I want to point out that the prompts that I show you today, and what I generally do try to do with the prompts is keep them very simplistic so that you can see that even with a very simple prompt, you can get great responses. So what I've done in the very first prompt is I've taken some of our marketing and we recently released a blog post and we also then posted a Facebook post to promote that blog post. So we're sharing content.

And so in the prompt I have put here is the blog post and I've given it a link just to demonstrate as well that ChatGPT can go and look at that website. So if I give it a link to something and say, can you go and check this thing out first? And then we're going to do some stuff with that. It's going to go and look at that link and then come back to you with the knowledge. So it's read the blog, it now has the context of what we're trying to post about.

And then here is the Facebook post that we use to promote it. So I'm going to read this out to you just because we're going to see lots of different iterations of this as we go through this prompt. So here's the post. Struggling with pricing. You're not alone. Many accountants undervalue their services without realizing it. In my latest post, I explain how to build a profitable pricing strategy that works even in tough times. It's not about charging more, it's about charging. Right. Read more and then we've added the link. So it's fairly basic. It's a pretty simple post and we can maybe Improve on that. Okay, so I've posted in my prompt, here's the blog, here's the post. Can you do a critique of our social media post and suggest improvements? So what it's going to do with this is it's going to go and research in its data banks of what it considers to be a, a optimized strategy for a Facebook post and it's then going to take the post that you've got and apply those to it. Okay. And I'm pointing that out because I am going to do something slightly different in just a second as well.

So it's first of all giving me a critique of what works well and what could be improved. So we've got a strong hook. It says struggling with pricing. You're not alone. That's, that's potentially a hook because it taps into a pain point and makes the reader not along. Struggling with pricing. Yeah, I am. Yeah, that's me. I feel called out by that. So it's a good hook. Okay. That we've got works well is empathy and authority. So we're showing understanding. But many accountants undervalue their services while positioning ourselves as the guide. So we're doing really well on empathy and authority. There, there, clarity. The message is easy to digest in one scroll. So it's quite a short message. It's easy to read. And then we have a call to action which is would you like to read more? Okay, so those are what works well. Where it could work harder. It says the phrasing is quite generic. So struggling with pricing is clear, but it could be more specific. Most accountants know that they struggle with pricing, but it's the how or the why that really hooks them. For example, example. Is it about losing clients to low prices or is it about not being confident when quoting so we can get more specific and more nuanced with what we are putting in that hook. When we get more specific and more niche, we actually draw more people in because more people can relate more directly to it. Right. If it's just, are you struggling with pricing? Yeah, I guess. But if it's saying I know exactly why you're struggling, it's because you don't have the confidence. You undervalue yourself and, and you kind of highlight all of the exact reasons, then that makes it much more powerful and more attention grabbing from the person that's reading it. Okay. So it's pointed that out that that's where it could work harder. Fix that generic phrasing. We also maybe want some proof, some authority proof. So in My latest post, I explain, is serviceable, but it leans on me rather than you. So we want to flip that wording so that we're talking more about them. We're having this reader centric, you know, second person. What can. What is this blog going to do for you? It's not. I'm going to explain it. I'm going to do this. It's. You're going to benefit, you're going to discover. So we're flipping that language there. And that does draw more clicks. There's lots of research to say, you know when you have a button on something where there's a page and they want to click the button to download their freebie or something using second person language. Using my. Or your like download my guide or download your guide works better than download the guide. It gets more clicks. So definitely using that second person language and using them, you and my. And those. Those sorts of words and referring to them. So where we could work harder. Urgency, maybe we need urgency and curiosity. So right now the copy feels like a gentle nudge. You could add a sharper edge, hint at a counterintuitive insight, or bust a myth. So most firms raise prices the wrong way. Here's what to do instead. So we could pull on that curiosity or urgency and a visual cue. So I didn't add a visual queue here, but maybe you want to also send this post with an image as well to draw more attention. Okay, so those are. It's giving me a quick critique. Okay. The things that are good, the things that are bad that we can work on. And then it's given me some possible improved versions. So it's given me two different versions that I might change it to. So we now have. Are you leaving money on the table without realizing it? Most accountants undervalue their services not because they charge too little, but because they don't have the right pricing strategy. In this post, you'll learn how to build a pricing approach that protects your profits even when clients push back or the economy tightens. So it's pulled in a lot more of those extra things that it talked about. We've got a great hook. We've got specific pain points. Okay.

Another angle is the more curiosity driven one. So we've got. Many accountants think raising prices is the answer. The truth that's often the fastest way to lose clients. Here's how to design a pricing strategy that works in tough times without undercutting yourself or scaring clients away. And by the way, it's pulling a lot of this information of why how it's writing that? Because it has read the blog post so it understands what the blog post is talking about and it's then creating the. The content around that.

So the reason that I mentioned earlier that that was a very basic prompt and that it draws, draws from its kind of data bank of knowledge. The next prompter I've asked it, and I tend to do this a lot when I'm interacting with ChatGPT is I want it to explain to me why have you critiqued it in that way? Okay, what, what reference points are you drawing from? What criteria are you considering to be something that makes a successful post? I want it to explain that to me so that A, I'm learning at the same time, but B, I can also see what changes it's making and why it's making those changes so that when I then come to create more content in the future, I can slowly absorb and understand. Okay, well, I realize that this thing might work better. This phrase might work better here. Okay, so based on what you know about Facebook posting strategy in 2025, what things should I be really focusing on getting right with my Facebook post?

So it's then pulled through for me.

Lots of information about what makes a great Facebook post. And by the way, I've done this with Facebook. You could do it with Instagram, TikTok, LinkedIn, Twitter, or X, whatever platform is your preferred platform. You can get that information for any of these. So by 2025, Facebook is less about posting and hoping and more about feeding the machine the kind of signals it loves. So it's about understanding what Facebook works for. The post you shared is solid, but here are the levers you really want to focus on to make posts work harder in today's Facebook environment. So we want to focus on the hook and the first line. That is where you grab the attention. That hook and first line is everything. It needs to stop the scroll. It needs to address pain points, make a bold statement, or be a. A counterintuitive insight. So struggling with pricing is on the right track, but we could use something sharper. Like, most accountants are losing money without realizing it. So that's a little bit more scary. Pain point controversial. Like, oh, am I losing money? Yeah, I know I'm struggling with pricing, but am I losing money? That's more of a pain. Okay, so it's giving me a great reference point there. Conversation triggers. Facebook is a social platform at its core, so posts that spark comments and discussions signal value to the algorithm. So asking a smart, low friction question at the end of your post, something that doesn't require vulnerability to answer can double engagement. So what's the hardest part of pricing for you? Is it confidence, consistency or client pushback? Adding a question at the end to build engagement and giving them a reason to comment or to vote on a poll, whatever it is, is.

Reader centric framing. Okay, we talked about that using you will discover rather than I'm going to explain it's you will discover. So it's point it's picked that up. Visuals matter a lot. Okay so again I haven't provided it with a visual in this particular example, but it's, it's pointing out that posts with clean branded graphics or short video clips outperform text only links on Facebook. So adding an image or a short video is going to help improve your Facebook algorithms, your Facebook posts.

Native content as well. So in that particular one that I've told it, I've said here's our latest blog post, go and check it out. And I've put a link to a platform that is not Facebook. So it's going to deprioritize my post because I'm sending it off of the Facebook platform. So what it suggests is share the main insight of the blog in your post post and then put a link to the blog in the comments so that that post won't get sort of deprioritized because it's sending them off of a Facebook platform. So these are all kind of strategies that I can take on board and I can make sure that I'm always doing this with my, with my Facebook strategy. Have consistency and variety. So regular posting beats sporadic big efforts. So don't just post links, mix it up. Have short post polls, mini tips, myth busting one liners, client stories. Okay have lots of different types of content going out emotional residents. So content that works well in 2025 ties the practical so make more profit and stop undervaluing with the emotional. So that's confidence, security, pride. So we're tying those in together post that tap into identity. You're more than a number cruncher, you're an advisor. Clients can't replace are more like likely to be saved, shared or commented on. Okay so looking to that emotional reaction and then micro calls to action. So not every post needs a click the link. Sometimes it could just be save it for later drop a an emoji in the comments tag somebody you know. These posts build engagement which makes the algorithm friendly to your click here post. So not every post needs to be about pushing them driving that Traffic towards that lead banker. It's a big part of your strategy. But what it's suggesting here is that we're not always driving them somewhere else. We're kind of building a repertoire of different posts where maybe they comment on this one, they engage with it, they share this one, they save this one, they tag somebody in this one, and then they click a link to go and look at something else in this one. Okay, so we're building a different. Different types of Facebook posts across there. Okay. Okay. So I've then said now that it's told me all of these top criteria that I need to be checking off, can you redo my post to hit all of those points based on that information you've just given me, can you redo my post to hit all of those points? So it's taken all of that into account and it's redone my post for me. So visually as well, we've got some emojis in here as well. So you can see that it's. It's kind of understanding that it's a different visual platform as well. So we've got. Most accountants are losing money without realizing it. It's not because they're too cheap. It's because they don't have a pricing strategy that works when clients push back or the economy tightens. The good news, you can build a pricing approach that protects your profits and strengthens clients trust. I break it down in a simple framework. You can start using right away. Link in the comments. So it's put the link down to the bottom and then. And then question at the end, what's the hardest part of pricing for you right now? Confidence when quoting consistency across clients or client pushback. So it's basically taken everything that it's just told me to do. We've got a better a hook. It's moved the link down to the comments. We're focusing on pain points. We've got a question at the end there. It's taken all of that and it's put it into that post. So I know now, baby, based on the information that it has found, that is good strategy. It's applied all of that good strategy to my post. So I find that when I get ChatGPT first to outline why it's doing something, outline why it's giving me this feedback or this criteria or why it's changed it in this way and then asking it to change it based on those points, I tend to approach it in that way. Okay. To make sure that it's definitely giving me the, the most optimal.

Post.

Okay, so another thing that you can do with your, your posts, if you already got posts, is you can rewrite them. Ask ChatGPT to rewrite them in the style of a copywriter that you like or admire. Okay, so if you follow any kind of marketing gurus or you just follow, you know, somebody in any kind of industry anywhere, you've seen a post somewhere and you really like the style of the wording on it, or you visited someone's website and you really like how it came across or it made you have a reaction because of how it came across. You know, you were pushed to buy something you felt, you know, seen or understood, and you really like it. Then what you can do is ask Chat GBT to rewrite your content in the style of somebody else. So if it's somebody who's a famous copywriter, generally speaking, you can just put their name in here and it will be able to go and find previous examples of their copywriting and just immediately apply that for you. If you found something that you particularly like, you could copy that copy and paste it into ChatGPT and say, I like the style of this. Can you first give me a breakdown of the style and then rewrite my post most in the style of somebody else? Now, I want to be clear that, you know, we're not just copying people word for word. Exactly. What we're doing here is we're taking our message and reframing it in a style that works better. Okay, we're reframing it in somebody else's tone and rhythm and style, but it's our message that's coming through. Okay, so this is. Can you rewrite in the style of Joanna Wagner? So this is very short, sharp, punchy. There's a lot of rhythm to it. You're not charging too little. You're charging without a strategy. That's why you keep second guessing your quotes. That's why clients push back. That's why clients push back, and that's why profits feel like quicksand. The fix isn't charged more, the fix is charging. Right. In this post, you'll see exactly how to build a pricing strategy that protects your profit and your confidence even when the economy wobbles. So the. That's very different to the style that we originally started with. It's very short, sharp sentences. I mean, it gives me a breakdown of it here. It's short, clipped lines that build momentum. It's speaking directly to the reader's pain points without softening anything. Okay, that's why you keep second guessing yourself. That's why clients push her back. That's why profits feel like quicksand. We've got rhythm with that as well. That's why. That's why, that's why we've got some rhythm coming through with that. And it switches that frame to. I'll explain to you. You will see. Okay. That's why you keep second guessing yourself. Okay.

So that's an interesting one. I tried it again with a different person this time. We're using James Wetmore. Now. I really like his style of writing and I try and emulate that a lot in my style when I do a lot of writing for the business. But his style is a bit more warmer. It's a bit more conversational. It's a bit more.

Well, it says here coaching meets storytelling. So it's more of a. Yeah, it's more of a storytelling kind of vibe. Okay. So it's generally longer as well. But I've asked it to do it it for me this time in the style of James Wedmore. So we now have. Most accountants think the answer to pricing problems is simple. Just raise your rates. But here's the thing. If you don't have the right pricing strategy, raising your rates only creates more stress, more pushback lag, and more uncertainty. The truth is, pricing isn't about charging more. It's about charging in a way that feels aligned, confident and profitable, even when times are tough. And when you finally get that right, everything changes. Clients respect your value. You stop second guessing yourself. Your business feels steady, not shaky. That's exactly what I break down in this post. So I really like the style of that. And for me, that fits the style of our business a lot better than the first one did, than the Joanna one did. So I might play around with a couple different copywriters and see which ones feels more our style. But what you also might do is you might take both of those posts and test them against each other to see which one performs better in your audience. Okay, so it may be that you post them both at the same time, or it may be that you use a platform that allows you to split, split test stuff. And split test just means you post them both at the same time. But the out it splits the audience where it sends the audience. So 50 of the audience will see one version, 50 will see the other, and you can then track which one performs better. So you might do something like that, split test your post and see which style works better, and then implement that style going forward in the rest of your copy, because that one is the one that clearly has more of an impact and is getting more attention and it's getting more clicks, it's getting more likes, whatever it is. Okay, so try that. Try. Try doing different copywriters. Now, of course, that is taking somebody else's wording and somebody else's style. If you have your own writing style guide that you really like, you have your own way that you like to write because you want to come across in a very specific way, and you haven't found a copywriter that really emulates that very well. We just really like the way that you come across. Then it's very, very important that you create. There are several documents in your business that you should create and then save on your desktop so that when you're using ChatGPT, you can just drag it in and use it for everything. Your writing style guide is one of those. Okay, when you've created a writing style guide and we've got sessions on this that teach you how to do this, this, what you're doing is feeding it with lots of writing that you've done, asking it to do a deep analysis on that writing, and then saying, this is how I like to write. Can you create a guide that reflects that? Save that as a guide on your desktop. And then when you come to do things like this, add that guide back in and say, here's my writing style guide. Can you rewrite this post in my style? Okay, so the difference in. In what we saw at the start to this one probably isn't going to be too much because it was originally our post and I've given it our writing style guide. Okay, but it's gonna pull information from that. So if you've got a post that you're not very happy with, it doesn't really match your vibe or you kind of struggle to pull it together or. Or you've got ChatGPT to create something and it doesn't really fit the. The way that you like to write. Okay, we can add that writing style guide back in and say, can you create something for me that matches this tone and this voice? So we've now got. Most accountants are leaving money on the table not because they don't work hard, not because clients won't pay, but because they don't have a pricing strategy that actually works. Here's the thing. Raising your prices isn't the answer. Charging more without a strategy is a fast track to stress pushback and uncertainty. What you need is a way to charge with confidence to Price right to protect your profits even when times are tough. That's exactly why I'm sharing what I'm sharing in this post. So the content of what you're posting, we're seeing a lot of the same content. You know, we're seeing that raising your prices isn't the answer. You, if you charge more, you're going to get stressed and push back. A lot of these things are coming through. They're, they're the same stuff, but we're just reframing the way that it comes across and then posting those. And social media optimization is a lot about testing as well. Posting something against something else and seeing which one performs better, taking the elements of the better one and going forward with that, testing that against something else, and then continually testing and applying more and more of those strategies. So that's the one with our writing style guide. Now, another thing that you can do is if your content is maybe quite vague, maybe quite generic, because you are talking about we want to work with all accountants and all book or we will do all the accounting for you and all the bookkeeping for you, and we work with everybody. Okay, that is very vague and it's very generic and it's not going to speak to anyone directly. So when you can niche, that's really, really powerful. And it's going to mean that the wording that you choose to use to attract that niche is far more effective in converting people because they're gonna feel more spoken to, more seen. So with this prompt, what I can do is I can actually upload my ideal client profile. And if you don't already have an ideal client profile, again, it's one of those documents that you should just have saved on your desktop so that you can drag it in whenever you're creating any marketing or sales wording, any kind of, any kind of copy that goes into your business, you can just drag this in so that it always has this as its reference point.

So I uploaded this and if you don't have one, by the way, we do have a custom GPT that will help you create that ideal client profile in the AI academy. So you can go and grab that.

So what, what this does is now again, the, the original post already kind of applied our, our target market, but I'm now giving it a much more detailed profile. So in that profile it talks about the criteria that of the people that we like to work with, the their wants and their desires and their goals, their ambitions, but also their pain points, their challenges, their worries and stresses, what kind of things they're searching for online. It has all of this information in that document. So when I upload that, it's now going to create a post that is specifically attracting that person. So if your social media isn't getting good reach or it's not reaching the right kind of people, then it could be that your wording is too vague. Right. And again, this is, it's going back to that thinking of your social media as the entire, you know, part of an entire marketing system because.

You know, the social media is to put, is pushing them towards the lead magnet. And the lead magnet needs to be a piece of content that you know your target audience is going to be interested in. Okay, so if your lead magnet is wrong, your social media is wrong, going to be wrong. Okay, so we need to understand who our target client is, what audience are we trying to reach? And that can also include, particularly with social media, things like the demographics of is it more largely men or women? Is what kind of age range are we trying to reach? Because what content is going to suit those people? And we can specifically speak to that if, you know, today we generally, generally we're talking about free social media. But if you were to then start running paid ads on platforms like Facebook, like LinkedIn, you can target for those specific demographics as well. So if you have a good understanding of who you're trying to reach, you know, look at your client base, look at, you know, if you've already done some social media, look at what demographic of people are tending to look at your content, it may be as well that you look for things, things like are they visiting via a mobile or via a desktop? Because I then might optimize my content to make sure that it fits nicely on that kind of page. Okay, but uploading your ideal client profile is super powerful and we should be doing it with everything that we do in terms of marketing. And that's going to help tailor that Facebook post now so that it's specifically drawing out the cross criteria of the person that I'm trying to reach. So now we've got, you're working harder than ever, but where's the profit? Clients pushing back, competitors undercutting, and you're left wondering, am I charging enough? So this is pulling out specific pain points from the, from the ideal client profile. Here's the thing, you don't need more clients, you don't need longer hours, and you definitely don't need to keep second guessing your feet. These. What you need is a pricing strategy that attracts clients who respect your value, protects your profits, even when times are tough, and gives you the confidence to say no to poor, fit clients. So I know that it's pulling from those first ones. You don't need more clients, you don't need longer hours. It's pulling from our profile the. The pain points and the myths and mindsets that people have and that what you need in a pricing strategy is you want to attract clients who value respect you and value you. Those are some of the desires that it's pulled from our profile. Okay, so it's combining that with what it knows the content is in the blog. Okay. But it just really nuances that language and it's just going to make it.

More.

Fitting to the person who is reading it because they're gonna exactly fit. They're gonna go along this and say, yeah, that's exactly me. And they're more likely to want to read that blog now. Okay. Okay. So those are ways that you can kind of improve the current stuff that you already have. Now you can also improve across different platforms. So I've asked it there to create a Facebook post. I've said, now can you create a version of this post that is more appropriate for LinkedIn? So a couple of things to note here. Your style wants to come through. And if you're, and particularly as well, when you're a smaller business and you're kind of working with a personal brand, this is a relationship industry and a lot of people will choose to work with you because you are you and they like who you are. It is a big part of the reason that some people choose to work with you is the relationship and how you come across. So it may be that rather than saying, can you prioritize this for LinkedIn using all of the, the LinkedIn strategies, you want to actually maintain your tone and try that. So I would say write a post or, you know, get ChatDB to help you write a post that is your style through and through, and then get it to what? Write one that is purely just optimized for LinkedIn strategy and test those against each other and see which ones perform better. Because sometimes it will be that the one that is supposedly optimized for, for LinkedIn has been made more professional because it is a professional platform. Whereas your style is you're quite friendly and laid back and you're a bit more chill and relaxed and you maybe use that more storytelling kind of style, which actually is going to outperform what the standard LinkedIn efficiencies are. Okay? So it's always about testing. Sometimes what's optimal for one person isn't going to be optimal for you. And you need to find what works for you. So I would always say test it against different stuff. Okay, so, but you can ask it to create a version that is More appropriate for LinkedIn. What you could also do is because we know that platforms like Facebook and LinkedIn, you can write quite a long post, whereas something like X, you're limited to something like 200 characters. So get it to rewrite the post, but now tailored for X. X because we know that that needs to be a shorter, shorter text. Okay, so so many things that we can do there. Now let's also look at. So that's if you've already got content. Now there are lots of things as well that we can do to help it help get ChatGPT to help us create content. So I've got one here for if you were trying to create video content. So in this example, I've given it that same blog post. Generally speaking, what we teach is if you are going to make content, you want to make your video first because you can then repurpose that to take the audio from it. You can create a workbook or a blog from it, you can create social media posts from it, and we can reiterate and reuse that video. But just for the purposes of this, let's say you're not very confident on video. Video, but you've written this blog post. So I've given it the link to the blog and I said I'm going to create some video content to present these ideas as well. Can you suggest, based on best practices, how I should structure my video for TikTok and Instagram platforms, I. E. I'm wanting to know what to put in the hook, how to keep them engaged, how to frame the call to action, which is a guide, a lead magnet. Okay, so Craig asked for specific information there. How can I structure this video that I'm going to do for Tik Tok and Instagram to perform? Well? So it's given me a couple of suggestions. So the hook, which is the first three seconds. So on the, the Facebook post, the hook was the first sentence. Whereas in a video it's what happens either visually on screen, because you put a caption on the screen or you have a voiceover or you're talking to the camera. What happens in that first three seconds of the video is super important because it's what's going to stop somebody from scrolling and capture their attention. So it's saying the first three Seconds is everything you need to use a pain point or a bold statement or something. Curiosity. Curiosity driven. So the examples that's given for this blog, if you're still pricing your accounting services by the hour, you're leaving money on the table. The table. So that's kind of pain. And then maybe also curiosity. Big firms are undercutting you, but here's how you win curiosity as well. And pain.

Here's why 80 of accountants undervalue their services. So that's a big, bold statement. Okay, so something like that is giving me suggestions on what I can say in the first couple of seconds to grab that attention, then giving me some body content. Okay, how am I generally going to work? Work through that video. I'm going to give two to three rapid insights. Keep the sentences punchy. Use a cut every two to four seconds. So that could just be a cut to a slightly different angle of your face or zoomed in or zoomed out. The structure is going to be problem shift. Quick win. So the problem is clients don't see the value. Because you're focused on hours, not outcomes. The shift switch to value pricing. It positions you as a trusted advisor. The quick win. Start by identifying one service you can price based on results instead of time. Okay. And then it's also giving me advice saying you could use B roll. You can use captions or visual cues. So things that pop up on the screen. Engagement layer. Okay, we want to sprinkle this into the mid middle of the video. We want to use rhetorical questions that maybe invite some interaction by comment down below. Value. If you struggle with pricing. And we'll send you our guide, whatever it might be. So you can put that into the middle of the video. You can have a call to action at the end of the video. So I've put together this great guide. If you want to learn more on this, you can go and grab the guide. So it's given you a run through of how you would frame that video. And that video it recommends is 30 to 60 seconds.

Generally the shorter the better with these things. But again, test different lengths, test different things. It gives you some best practices here. So 30 to 45 seconds is the sweet spot. Long enough to deliver the value but short enough to avoid drop offs. Captions always have captions on the video because a lot of people watch it quietly. You know, if they're in the doctor's waiting room or something, they're not going to have the sound on. So always have the caption on the video. You get generally better watch Times with that have a pattern interrupt. So that's an edit. Something pops up on the screen or something changes on the screen or there's a cut. Have energy in the way you talk and the way you come across and then also repurposing as well. So film it once and then edit it slightly different for TikTok versus Instagram to see if they might need different things and perform in different ways. So it can help you to create high performing content by giving you the exact structure of the video that you need to create. Okay.

I can go even further than this. So I can go even further than that. And what I have done here is I've asked ChatGPT to do a deep research for me on TikTok and Instagram strategy. Now this is just for an example. If you really want to focus on LinkedIn, you really want to focus on YouTube, you know, Instagram, Facebook, whatever it is, you put that in here. But I'm asking it to do a deep dive research project for me. Now I've given it my ideal client profile because I want it to understand who we're trying to reach and therefore how can we optimize to reach that particular audience, because that is important. Somebody, a strategy for you guys for accountants and bookkeepers might be completely different for a strategy for a content creator who's doing a travel blog. You know, the content that they create might be completely, completely different to what you're creating in a professional service. Okay, so adding that client, ideal client profile and the context of what type of content you're trying to create as well is going to help it give you a better response. So this is a deep research I'm asking it to do. Can you research for me the best practices for optimizing our TikTok and Instagram strategy? I want to know in great detail the way I should be structuring and creating my content. For example, what theme of content can we use? B roll footage, voiceovers, speaking straight to camera with tips and advice. Do we follow trends? Do we use silly videos? Do we do random footage and put the information in the caption? So I've put all of that information in there because I, I have the marketing knowledge, but I can sort of give it a bit of a prompt of like what kind of things should we be looking at? I also want to know what extra things I can consider to boost the reach of my content. I. E. Can we be using trending audio, adding keyword heavy captions on screen visuals like the length of the video or the or Arrows. Can we put captions on screen? If we're talking, I want to know all the things I could possibly do to improve my strategy. So I'm giving it suggestions. If you don't have that knowledge, I mean you can, you can use this prompt, but if you don't have that knowledge, you can just say I need you to tell me all of the best practices and strategies strategies and see what it comes up with. I do find when you give it a couple of extra examples of things that you want it to look at, it comes back with better information.

For context. I'm an accountant and I'm trying to attract digital nomads. So for this I've added my ideal client profile that I have for digital nomads, which might include content creators. Attached is my ideal client profile to show who I'm trying to attract. Now it then asks me a series of extra questions to get get extra content. So it said, what stage is your current social media strategy at? And I've said I'm just starting out. Do you have any current analytics or insights of the content that has worked? I've put nothing yet because I'm just starting out. Are you aiming for organic reach only or are you hoping to use paid ads? And again, as I'm starting out, I'm just going to say organic for now, but I might expand to paid once I've got a good strategy going. Do you have any preferred posting frequently frequencies. And I said actually I want to know what the optimal frequency is recommended, so can you give me that information and would you like the strategy to focus more on TikTok, Instagram or equally on both? And then I said I want it to focus equally on both but outline any significant differences between the two so that I can be post optimizing for each platform. It's then created me a super, super long detailed research report. So this is amazing. Content formats and structures on TikTok, TikTok and Instagram. So things that it said that will maximize impact Use a mix of engaging video formats. We want to speak directly to the camera. This is good for our industry, okay, because it's face to face. They're getting to see your team or your members or yourself. They're getting to know who you are, know, like and trust you.

It also shows how well you communicate as well. So seeing you on video is powerful. So speaking directly to camera is very, very powerful. We also have different ideas though. You can use B roll footage which is just maybe. Yeah, B roll footage is kind of just stock footage. So maybe it's a camera scrolls through your office or it looks across your desk or something. It's just kind of background footage. But then you put something over the top that's either your voice and overlay or you put some text over the top that might work. Text overlays with trendy footage. You might do a mini tutorial or top tips or something like that. You might do behind the scenes. So giving you idea of different content. It's also pulled from my it knows I'm working with digital nomads because of my ideal client profile that I put in there. So it's pulled out some topics I might try and cover which is international tax tips rep, remote finance, remote business finance 101 compliance and legal updates, myth busting and FAQs and lifestyle and productivity relatable humor and memes as well. If that's the kind of audience you're trying to reach a client success stories. Okay, so those are different types of content. I might create strategies to improve reach. Okay, we can leverage trending audio. We can jump onto different challenges that are happening as well. Well and it does say in here critically, don't force fit a trend that's happening to fit your business. If it's too silly or inappropriate or it doesn't fit your style and it doesn't fit your, you know, the vibe of your business, don't force it to fit. Find one that works for your business, find one that that fits with your style and utilize that. Okay, so jump on trend audio that are optimized. Look at the length of stuff. Okay, it gives me information here. Data shows that videos under 90 seconds have a 53% higher completion rate. Okay so make sure your videos are under 90 seconds. The sweet spot is 15 to 30 seconds. So try making some at that length but then also equally try and make some app 90 seconds and see which one perform better. Use on screen captions and text, employee keywords and hashtags and SEO. And as well I've done the deep research today to show you that you can find optimal strategies for Instagram and TikTok. You could do a deep research on keywords and hashtags and topics that are going to come up that are going to attract people. Okay so you could look at all of that sort of stuff. So we've got a really, really detailed here deep research report that's covering a lot of different stuff. It's covering posting frequency and cadence. You know, how often should I be posting? It's suggesting a couple times a day for TikTok. So if that's. But it also does say in here because I have read this, if, if, if three to five Tik toks is not realistic for you, then start with something small and build up your content and, and, and work on that. It also talks about, about cross posting and content recycling. So posting something on TikTok and on Instagram. Okay, so you sent putting things in different places.

And then we've got some key differences here between TikTok and Instagram strategies. So loads of great information there. I could then sit down, go through this or I could even copy this report, paste it into a new chat and say based on this report report, can you give me a summary of the top five things I need to be doing with my, my Instagram strategy? Okay, so you can get it to do the deep research. You can then take your time and pick through that and go through it and find those good, good things. Or equally you can get chat three to summarize that into something smaller that says here are the top fire, top 10 fire things that you need to be doing. Okay, so that's really, really powerful.

I think I have, you know, just a couple of other things that you can be doing is so you can be doing keyword research. So I'm here's a blog post. Can you suggest 20 different keyword heavy headlines? So it's going to do the research, find keywords within that blog and suggest 20 different headlines that are really powerful for that. So you can do stuff like that. Test the headlines against each other again, try two different headlines and see which one performs better. And this applies to social media, but it also applies to the blogs that you've created. The lead, the, the title of your lead magnet. If you're doing emails, the subject line, test them against each other. Okay, so this does transfer as well. We're talking social media, but it transfers to other things. We can also get topics. So again, if I give my ideal client profile and it understands who I'm trying to reach, I can then get better content that's going to reach those people, which is going to help optimize my social media strategy. Because if I'm posting content that my ideal people actually like and actually engage with, then that's going to boost my profile because they know that we reliably are posting stuff that's going to help them. Okay, so creating, coming up with the best content ideas here as well is always also critically, really, really important. Okay. Okay. So there's several different ways that you can update your social Media strategy based by using ChatGPT. I did see a couple of questions come in, I think. So I'm just gonna quickly scan back and see if I can answer these questions. So Neil asks, could you create a custom GPT for this so that you wouldn't have to keep writing out the prompt? Okay, I'm not sure sure at what point you asked that question. Neil, could you create a custom chatgpt so you won't have to keep writing out the prompt? Okay, but if you don't want to keep writing out the prompt, you can save the prompt. I. I'm assuming it. What you were asking about was when here's some previous content I've already done, can you improve this for me in this way? So, yeah, that would be a great example of when to make a custom GPT so you could create the GPT that would.

Have built into it your ideal client profile, your writing style guide, put those documents in the background and then say, give it the instructions I want you to create. I'm going to present you with some old copy and I would like you to turn it into new copy based on this stuff. So what I would suggest is you do the. Either do the deep research task there or ask it the prompt that I did where, you know, what are the best strategies for Facebook posts or whatever it is, take that information and put that into there as well. So it's got all of that information. It's got your writing style guide or your preferred copywriter writing style guide, your ideal client profile, and then information on the best strategies for posting. Put all of that in there and then create gbt. Yeah, and then whenever you, you just come to want to refresh some content, post the content in there and it will just automatically run through you some different ways. So, yeah, that's a, a good suggestion to build it into a GPT. Definitely worth, worth doing. John says we'll copy and paste it from your library. Okay. Oh, so I think what you're referring to, John, is our AI prompts library. So yes, we do have a, a prompt library available in the AI academy, where we have all of these prompts already created, which you can just copy and paste the prompt and put it into ChatGPT. You would then have to then go and grab your post as well and, and put the post in so that it can optimize that copy. So you're copying in the prompt and then copying in your posts. So I do like Neil's idea better of creating a custom GPT to do it so that you just click that GPT, open it up, give it your content, and off it goes and it starts creating stuff. But equally, yes, there are, there are prompts in the library that will help you with that.

Oh, yeah, Neil says yes, exactly that. Okay, great. So we've answered that. Okay, I don't see any more questions. So that's it for today. Thanks, everybody, for being here and for being here live. We will be back soon. I don't know when the next live stream is, but if you are in the academy, I will see you at some point soon on one of those sessions. And for everybody else, I hope you have a great rest of your week and we'll catch you all soon. Bye, guys.

Sa.