You need to publish every day.
For some of us, that’s easy–in fact, it’s almost meditative.
But for most people, producing content takes a backseat to the little daily emergencies and tasks involved in running their business. Even though “publish more!” is the advice I give most often, it’s the advice fewest people actually take.
I built my first business (a personal training practice) on content. I started writing articles for local online newspapers.
Then I built my gym on content: I made a website and published a blog. Later, I emailed links to my content to an email list.
I built my mentorship practice on content: I wrote Dontbuyads.com for 3.5 years before I sold a single thing.
Now Two-Brain Business publishes A+ content 13 times every single week, including a blog; a podcast; and a YouTube channel. Each of those is shared on Social Media 3-5 times. We publish, on average, one book every year. And often we say, “Every company is a media company!” But still, most of our clients publish too little or not at all.
Enter ChatGPT and other AI content-generating engines.
ChatGPT can write you a blog post. It can create prompts for you to film videos (or even give you a transcript to read). And it can help your clients, too. Below, I’ll share some tips to help you use it, answer the big general questions and give you some actionable steps to grow your coaching practice.
- The big question: “Should you use AI to generate your content?”
If you’re not publishing daily content at a B+ level, use AI to produce more.
Right now, quantity of content still beats quality. You’re better to publish more often than to try and create the “perfect post”. This might change in time, but right now you need to commit to volume.
If you’re already producing B+-level content at least 3x per week, keep producing it yourself.
Three years ago, producing this much content at a pretty-good level gave you a huge advantage. Now it’s the standard.
2. “Should I tell my clients to use AI?”
You should give them the same advice: if they’re already producing good content at least 3x per week, they don’t need ChatGPT to do it for them.
But if they’re not, they are missing a window of time where quantity still matters more than quality, and quantity can be produced by a robot for virtually free.
These times won’t last long. Soon, better content will be more important. But starting NOW will get them in the practice of producing content.
For most of your clients, AI isn’t their first chance to publish; it’s their last chance to do it cheaply, easily and with any kind of impact.
3. “How should I help my clients use AI?”
Give them prompts. There are many business coaches sharing opinions about ChatGPT and whether it’s good or bad. As in all things, “click this button” is better for your clients than a comprehensive opinion.
With that in mind, here are three ways to use AI to grow your coaching business and help your clients, even if you’re already producing regular content:
- Have ChatGPT “interview” you. Prompt the AI engine to ask you questions as if you were its guest on a podcast.
Record the answer to each question as a short video. Publish each video independently, every 3 days. Between videos, produce short clips, pictures and quotes for social media.
Here are 20 interview questions to get you started. Tailor my ChatGPT prompt for your brand or specialty.
- Have ChatGPT turn your blog posts into short FAcebook and Instagram posts with clear calls to action.
Here are three samples from my last blog post to get you started. Tailor my ChatGPT prompt to include one of your own blog posts.
- Use AI graphics engines like Dall-E to generate images for your blog posts, videos or social media.
This was generated using the prompt “A long journey made up of many small steps”:
4. Have ChatGPT write blog posts, Facebook posts and Instagram posts that your clients can copy and swipe.
If you get good at writing prompts, you can simply share your prompts with your audience. They can tweak yours to generate new blog posts or generate ideas. You can just say “Click this link” (as I’ve done above) and share the link with them.
Here’s an example of a good prompt I shared with gym owners:
Here’s the button to press to share your prompts (top right):
When should you NOT use AI to produce content?
When you can publish B+-quality content consistently.
In a perfect world, you’d do this yourself. Though ChatGPT and other AI engines are getting better all the time, none have your context, experience, or love for your audience. None have your stories. Ideally, you’d write every day and share with your audience to show them you’re close to their pain.
And there’s one more reason to do it yourself: for some of us, writing becomes meditation. I’m choosing to write this post for you because:
a) I really want to help those who are helping others;
b) I get to spend an hour in flow state. It’s cathartic, it’s clarifying and sets me up to focus better for the rest of the day.
In short, if you like writing or shooting videos, it shows.
If you don’t, use all available tools to help (including AI…or virtual assistants, or done-for-you copy).
These are also true for your clients.
You have many options for creating and publishing content. But one option–to NOT publish–is no longer viable. If you don’t publish, you’re invisible. Take the help that’s available to make it happen!