ChatGPT & Why ALL Brands Need To Forget Selling & Advertising…
This post is going to be the most important one you will read on ChatGPT, and it will make you rethink everything you are doing for your business, brand, product, service etc.
You should NOT be focusing on selling or advertising…
Build your brand instead.
Why?
There are plenty of articles floating around saying “ChatGPT will kill Google!”
Does ChatGPT kill search?
No.
Although many are using ChatGPT for search, that is not its main function (yet?)
ChatGPT is a horrible search engine currently, but may not be like that in the future.
Currently, Google and ChatGPT are two different tools for two different purposes.
Here is an example:
Ask ChatGPT “who is Orren Prunckun” & you’ll get nothing back.
Ask the same of Google & you’ll get lots of information.
Ask ChatGPT “write rap song lyrics” & you’ll something quite decent.
Ask the same of Google & you’ll only get “how to” information.
ChatGPT is a creativity tool, not a search engine!
“Search” is literally that, searching and finding.
Specifically, searching and finding information that is current and relevant.
Whereas, GPT (Generative PRE-TRAINED Transformer) is a creative tool that has been “trained” to give a result/answer based on the information it has “memorized”.
I.e. it searches its memory bank of information, not a live/current/ever-changing state of the current internet.
ChatGPT like Google, still needs input.
So ChatGPT does still “search” and gives accurate results, just not current information (it’s currently about a year old).
Google will be around for a while to come (unless of course they really mess up).
Nonetheless, Google and many other search engines are moving towards voice-based search.
I have harped on about this before ad nausea and the tl;dr version is: voice search gives a single or a few results/answers, not the hundreds of 10 results pages text search does.
It also favors a single or a few answers results/answers that pay for to advertise.
The same is single or a few results/answers are already happening with ChatGPT and doubt there will be a way to show up in them as a paid advertiser also in the future.
Let’s have a look at some examples of this…
Unlike current text Google Search and much like current Google voice search, ChatGPT gives a single answer.
The first two answers are what you’d expect from someone looking for a product.
Sucks to be Pepsi.
Okay, no one here is building the next Coca-Cola or Levi’s.
Let’s have a look at some “realistic” examples…
Again, these two results illustrate the same point.
Some of you are building businesses, brands, products, services, etc of this scale.
“But Orren, I’m a small business, like the majority of people and this doesn’t apply to me.”
“But it does apply to you!”
Let’s have a look…
There you go: small businesses that have clearly built a “brand” that ChatGPT puts value on (and thus delivers a single or few results/answers for), and like I said when I started, there are plenty of people who believe “ChatGPT will kill Google!” and use it as a search engine.
So this is not insignificant.
As the world goes more and more towards definitive answers to “search” and thus saving people time, the more you need to build a/your brand beyond all the traditional reasons (recall, front of mind, premium prices, loyalty, lifetime value, etc).
That is, to be more likely to be returned as a result in a voice and artificially intelligent-dominated world.
Practically how do you do that as any size business, brand, product, service, etc?
The answer is simple — it’s the same things that builds a brand in a social media and Google-dominated world — information: recorded video, recorded audio, images, and text.
You need to be producing and publishing information to build a brand, now and in the future.
And the information isn’t a sales copy — that’s selling and advertising.
It’s information that makes people feel something and want to be a part of whatever gave them that feeling.
So, please share this with someone who needs to hear it!
