Chris Dessi

This video breaks down how even people with no tech background can use AI to make money. It emphasizes that understanding marketing fundamentals is key before diving into AI tools. The core idea is that AI can help small businesses compete with larger ones by automating tasks and improving outreach.

Marketing Fundamentals Are Key

Before touching any AI, it’s vital to grasp marketing basics. Marketing is simply about getting someone else to take action – whether that’s clicking, booking, or buying. Many small business owners get stuck selling the "how" instead of the "what." They focus on the nuts and bolts of their product or service, forgetting that customers want the outcome, the benefit.

Think of it like selling a Ferrari. People don’t care that it was hand-built with custom leather; they want the status and the feeling of driving it. Small businesses have an advantage here because they can use real emotion in their marketing, unlike big corporations that often fake it. AI can amplify this genuine emotion.

Key Takeaways

• Marketing is Action: The goal is to make someone take a specific action.
• Focus on Outcome: Sell the benefit, not the features.
• Understand Your Audience: Deeply know who you’re marketing to.
• Use Emotion: Connect with customers on an emotional level.
• Be Clear, Not Clever: Simple communication wins.

Know Your Customer Inside Out

Researching your customer is the absolute first step in marketing. If you built your business to solve a problem, you might already know your customer well. But if not, you need to create a detailed customer avatar. Give them a name, an income, a lifestyle, an education background – every detail matters. Without this, your marketing efforts, especially with AI, will be unfocused and ineffective.

AI tools can help with this. For example, by feeding Google Analytics data into a tool like Delve AI, you can create a detailed profile of your ideal customer. This avatar becomes the foundation for all your marketing and AI efforts.

Building Trust and Evoking Emotion

Small business owners often feel uncomfortable talking about themselves, but your story is a powerful marketing tool. It can resonate with your ideal customer and evoke genuine emotion. Large companies spend millions on creating emotional connections, but you have the advantage of authenticity. AI can help you craft this narrative and share it effectively.

Simplicity in Communication

When communicating with customers, clarity is more important than cleverness. Avoid jargon and big words. Aim for an eighth-grade reading level, similar to major newspapers. Even famous authors like Ernest Hemingway wrote at a lower reading level to reach a wider audience. Making your message simple and clear is challenging but essential for connecting with customers.

Practical AI Use Cases for Small Businesses

Here are three ways non-tech savvy individuals can use AI:

1. For the Non-Tech Solopreneur:
2. For Owners with Broken Funnels:
3. For Larger Small Businesses/Teams:

A Framework for AI Prompts

To get the best results from AI tools like ChatGPT, use a structured approach:

• Position: Tell the AI who it should be (e.g., an expert marketer).
• Role & Goal: Define its job and what success looks like (e.g., write a 5-part email series to re-engage lapsed customers, aiming for 25 demo bookings).
• Outcome: Specify what success means (e.g., 25 demo calls booked).
• Make it Simple: Define the target audience (e.g., cold audience of women over 45 who dislike jargon).
• Provide Context: Give the AI relevant background information, like past successful campaigns or content.
• Test: Ask for multiple versions and iterate based on results.

By focusing on these marketing fundamentals and using AI strategically, even those with limited tech skills can effectively grow their businesses.