How to build your personal brand on linkedin using AI, with Audrey Chia

In this session we'll talk about how you can grow your personal brand on LinkedIn using AI. And my guest for this session is Audrey Chia. She's the founder of Close With Copy, and I've had her on for a session before and we talked about Humanlike AI copywriting, how to make it sound like you.

And she's really good at this stuff. Now she's also blown up quite a bit more on LinkedIn since the last session, so I wanted to bring her back to talk about that and share some personal branding strategies you can implement to grow on LinkedIn using AI. So with that being said, warm welcome Audrey.

Thank you for having me. Navid. Excited to be here again. Yeah, I'm so excited you are in Singapore, I think, and I'm, uh, now traveling. I was in Kuala Lumpur for a bit now I'm in Vietnam. So we are pretty close actually right now. Yeah. So close yet, just a little bit far. Yeah.

I was in Singapore for a bit, like for one day because I had to go to the airport and come back with my visa, but yeah, I didn't stay too long. But anyway, we have some good stuff, uh, pre prepared for this session. So, Audrey, why don't you tell us a little bit about kind of your growth journey on LinkedIn and how you've grown your personal brand and how you've leveraged AI as a, as an amplifier basically, to do this a lot faster.

Yeah, I can give a quick introduction. So my name is Audrey. I'm based in the sunny island of Singapore, and I launched my own consultant corp close with copy. So I specialize in helping to build brands that convert, right? So my background was in agency where I worked with quite a number of big global brands, but I also realized that I had an interest working with startups, skill apps, and SMEs.

So when I first started on my own journey, I realized that, hey, you know what, um, I needed to get leads for my business. I needed to be able to build a pipeline right, for my consultancy. And I tried everything. I was trying Upwork and Fiverr networking opportunities, uh, you know, even trying to pitch to all colleagues or all context of mine and nothing work.

And after six. Long months, I finally found my sweet spot, which is LinkedIn. So I started building my brand on LinkedIn. Uh, it's really a process of content strategy, and then along the way, learning how to leverage AI. So right now I have grown from about zero to 60,000 followers.

Um, just about two-ish years, and because of that, I've also managed to use this platform as a way for me to generate inbound leads from my business. So I'm not a personal branding guru, but I am a content strategist who happens to know how to leverage a platform like LinkedIn. Also integrating AI to make content work for myself and my clients.

Yeah, that's amazing. So I know you have some presentation, we're gonna kind of mix it during this session so you have some presentation with slides and also you're gonna show kind of behind the scenes how you are doing this with GPTs and some other strategies. So I'm gonna let kind of pull up the slides here so you can, I mean the, basically you introduce yourself there, but now we can see it as well.

And so you can just kick it off and then we can kind of go to what you have in mind. And I, I'll just kind of guide the conversation. Yeah. Awesome. So I think for this presentation, right, I'm not gonna go through everything, but I'm going to share with you some very handy tips and tricks as well as things that I've noticed along the way, right?

So. I am super excited for this mini kind of session where I wanna share a few, some of my experiences building a brand on LinkedIn, but also importantly, how to combine the best of human and AI to make LinkedIn work for you, right? In my case, I have seen a lot of people post content for a long time.

And you know what? They're just posting content unfortunately for themselves. If you post about what you have for breakfast, um, I'm pretty sure that's not gonna get you a lot of leaps if you post about, hey, you know, you recently, um. Manage to get this award right, or apply for this new job.

That's great, right? But if you only post content like that, it's really hard to get people really interested and, um, involved in what you do, which is why there are three things you need to master when you want to build your personal brand. And this is even before using AI, right?

Being able to master three things, having the right content strategy, having the right. Personal branding, right? And then finally having the right copy. So having the right content strategy means, okay, how do you position yourself in the crowded marketplace? What do you post about?

How do you post consistently so that people know exactly what you do and stand for having the right brand using. AI tools and design tools like Canva to really have that kind of look and feel to represent your brand. In my case, obviously my brand colors are red, um, and white, but in your case it could be different.

And then finally, using AI to write copy. That sounds human. So most people. When they use AI because the AI content sounds too generic, and I'm sure you have also seen a lot of AI copy yourself now bit. Um, and I know that you would find it, it's a little bit, you know, um, very obvious.

So if you see AI content, it probably wouldn't trust a person, right? So being able to build your own custom gpt your own workflows are really important because you can integrate your. Voice into the kind of, into the kind of AI workflows, which then gives you human like coffee. So it's really about figuring out a couple of things, right?

How you can build a more bulletproof content strategy. Based on tried and tested frameworks, how to brand yourself on LinkedIn without being a professional designer, while using a couple of quirky and cute little tools, um, that I have explored and discovered. And then of course, how do you use AI to build a more high conversion copy that converts your audience on LinkedIn?

So I think the first thing that most people ask is like, Hey Audrey, you know, um, I'm not even good at LinkedIn and I don't know where to start. Right? And that's really when you have to think about building the right content strategy. So like when I say I started from ground zero, um, my first post got me just a couple of likes.

This one got 17 likes, and I spent about. Three weeks trying to write it. So that was the kind of rocky start that I also started with. Right. But I managed to figure out, okay, um, if I could crack. LinkedIn as a platform, a marketing platform, and if I saw myself as a product on a marketing platform, how could I grow?

And that allowed me to figure out the right marketing funnel approach to build a strategy and grow from zero to 30 K in just. 12 months. So really it's about figuring out a couple of different things. How do you experiment with formats, play with copy and hooks, build a content funnel, learn from top performers, and track and optimize for success.

So maybe what I can do is to share a prompt that I like. This is a prompt that I have built based on this fundamentals, right? So a lot of times we think of content as, okay, I'm just gonna. Post something that I'm interested in today, and let's see what happens. Unfortunately, when you do that, you will realize that your content doesn't really take off, and that's also why you need to have strategy behind it.

If you don't have strategy behind it, then you would realize that you'll be stuck. So let me show you this. Mini prompt that I have built, um, just as an example of how you can use AI, right? So over here, instead of telling a, uh, AI or chat GBT and saying like, Hey, you know what?

I want you to write some LinkedIn post for me. I'm actually saying, Hey, as an expert LinkedIn strategist. Please build me a content strategy based on the matrix I have provided. So I am giving it very clear instructions of how I want my strategy to be, right? And in my case, I want content buckets under different funnel stages.

Top of funnel, mid of funnel, bottom of funnel. I wanted to learn from top performing hooks to write a strong hook for each of the ideas that it's going to put together. And a one-liner description of. What I should talk about. So as you can see here, I have given AI a couple of context.

My name, what I do, my job description, target audience, and the content themes that I actually have, uh, decided upon copywriting, AI, entrepreneurship. Now, here's the best part, right? Being able to build a prompt that includes a structure that you have in mind. So I'm not asking AI to come up with everything from ground zero.

I'm giving it a framework to think. So here I have a couple of tips, right? I'm telling AI, Hey, look at this. I want content that's structured in a final base approach, top. Mid bottom right. And then I want three different themes, copywriting, AI, and entrepreneurship. And under each section, I want you to be very specific.

I want trending topics, niche related updates. Client means. So for example, right? So this is basically a way for AI to start thinking like a strategies. If you don't give it this framework, it's just gonna come up with whatever it wants without a clear approach. So this is me combining the marketing based approach, the marketing head.

With AI prompting to get much better results. And instead of saying like, Hey, you know, um, please. Come up with hooks for me. I actually wanted to be more specific and I gave it a list of hooks. So you can see over here I've also included a list of, uh, I think a hundred different top performing hooks.

And now AI is gonna be able to pick from one of these hooks, right, to come up with the content strategy for me. So let's just take a look at the output. So I'm just gonna copy this prompt right here. And then we are gonna go to chat GPT. You can of course use any other model. Um, I personally use chat GPT now more often than not, only because it has a lot of my knowledge and a lot of the GPTs that I've built.

So over here, I'm just going to plug this prompt in and let's see what it comes out with. Now, the latest model is ChatGPT five, but you don't necessarily have to use ChatGPT five. I found that. Although it's clAImed to be the best model so far, um, sometimes the older models still work.

Great. So let's take a look at what it gave me. So it says, here's a full LinkedIn content strategy for me, based on my buckets per theme, per final stage, pAIred with a hook NA one-liner description. So this one says copywriting. Chat, GPT, how to write viral posts in five minutes.

Of course it started with that, right? And then here it says the one liner. You can break down current copywriting trends on LinkedIn and why they work. So you have the topic, right? You have the hook, and then you have the one liner. So let's take a look at another example, right?

So this is a top of final post where you are. Bringing your audience into your funnel and making them aware that you exist. Now, when you go to the mid of funnel posts, you want to build authority. So in this case, you want them to figure out, okay, Audrey knows what she does, right?

So how to guides usually work. So if somebody comes into my posts and they realize that, hey, chat GPT can write viral posts in minutes, it's pretty cool, but it doesn't mean that I trust Audrey yet. But when it comes to the mid of final type posts. When you have the hook that says, okay, here's how you can write LinkedIn posts at Convert, for example, right?

So now you're building authority, you are educating your audience. And then finally, at the bottom of Funnel Funnel, you can say Client wins, right? This one hook, one copy tweak, help a founder Land 50 K inbound, showing direct business outcomes with the copywriting approach. So even in this very structured approach, you have the theme.

You have the funnel stages, you have the hook, and now AI is able to give you that one liner so you have an idea of what you want to do with it. So this is just a very quick example of how you can use AI to really combine it with content strategy to build something that makes sense for your business.

Yeah. No, I, I love this example actually, this is great. This is already already practical, so I'm sure you have a lot more to share, but this is great. So you basically, for all your posts on LinkedIn, do you start like this, basically like if someone start with zero today. Uh, what would you do to kind of get started and how much would you, uh, you know, post every, do you post dAIly?

How, what, what's the schedule? Give people like a rundown of kind of how, how you, how you manage to grow like that. 'cause consistency is key, obviously. Yes, definitely. I think one thing you have to figure out is. You can be posting every day, but not seeing results. Right? You would have noticed that some people are on LinkedIn every single day or have been posting for years, yet they're still struggling with.

Growing their following their reach. Nobody's engaging. Why? Because they are not combining consistency with strategy. So you need to combine both in order for it to work. So going back to the marketing funnel, right? I talked briefly about this, but if you think of your LinkedIn channel as a marketing channel, you really wanna bring people in through the top of funnel type posts with when you bring people in through the top of funnel type posts.

It could be through things like top 10 AI tools. Here's a cheat sheet. Here's a growth hack, right? So people are gonna be very interested in these click baby things, but at the same time, there is no trust. Because the value of the content just doesn't relate to what you do as a business owner.

So only then you need to slowly then transit them to the mid or final type posts when you start to learn about your expertise, your business. And then finally, the bottom of funnel. So when you first view your own LinkedIn strategy, start a lot with top of funnel. Post, because if I were to start just posting about testimonials, right?

I'm sure, although it might seem interesting to some people, most people wouldn't care. So you need to expand the funnel, bring people in, and then only at the end you nurture them. So as you build your brand, you can move towards more bottom or mid or final typos. But in the beginning, if you really wanna grow, just AIm for the top of funnel opening.

Yeah. What, uh, I mean, carousels do really well. And also, I mean, is that the top posts right now? What, what do you see working the best on LinkedIn, at least for you? But I've seen kind of quite a lot of, uh, likes and shares and comments on the carousels, and also people kind of do these bAIts, uh, when they have like a guide or something like that they want to give away, and that seems to seem to work.

Quite well, but that then you also have to comment. I think you have to, you have to follow you and connect with you, and otherwise you cannot, it is quite a manual process on LinkedIn. It's not like Instagram where you can have managed chat and stuff like that connected with D dms.

That doesn't work on LinkedIn? I think. So. LinkedIn is more like a personal network, so you have to actually get in touch with, uh, with, with you if they want that freebie. Yeah, so LinkedIn is a beast of a social platform. I would like to say it's one of the hardest platforms to crack.

There are almost 20 different formats on LinkedIn compared to just TikTok, right? It's just videos, short form videos, um, maybe a couple of pictures, like usually videos, right? LinkedIn, you have your eBooks, you have your carousels, you have your, um. Uh, single image. You have your moving image, you have your video and landscape, video and portrAIt, and then you have all these different, um, dimensions and sizes.

So from what I've noticed, the carousels still do a lot better than other types of posts. My hypothesis is because it seems to be a valuable piece of content, and on LinkedIn you would find that most people, interestingly, are here to learn. And get value. So on a lot of other platforms, they are there to be entertAIned, right?

I'm pretty sure if I post a carousel on any other platform. People just swipe away because it's not relevant to their state of mind. But the interesting thing about LinkedIn is it's a professional networking platform. You are there because you want to network. You are looking for a job, you wanna upskill yourself, or you are perhaps open to hiring someone or buying a service, right?

Which is why value-based content seem to work. So a would seem a lot more valuable than a single image post. Right. But even when you look at a carousel, a carousel can have very different performance. It can have, I did an experiment recently, two different posts about AI, one AI for A GPT copywriting and the other AI for design using Google's Geminis nano banana.

The nano banana pose got me, I think, 30,000 plus impressions, whereas the uh, the other one on chat, GPT got me maybe. Less than 10,000. So both carousels, both same format? Both AI. What's the difference? The difference is that, because one of them talked more about a top of funnel idea, right?

The nano banana one was a carousel about a new launch that was also on trend that people didn't know about. So although it's not completely linked to my services, it gives people. The idea that hey, you know, she's posting interesting content and therefore it got more reach. Whereas chat GPT for copywriting, it's a lot linked to what I do.

Right? But at the same time, it may not appeal to as many people, um, as the other carer. And that's also why you have to. Really understand the difference in nuances. How do you evaluate your content performance and think, okay, can I recreate success? Do I want to recreate that success?

Is it bringing me the right type of audience? If it's not, do I want to pivot and focus on something else? So finding that balance is extremely important. Yeah, I mean with Banana Banana there was so much content coming out. So I think if you hit that kind of timing, you could reach some people.

Well, I do think. Related to your services. I mean, I do think you can attract some people that are interested because, uh, Donna Banana, you can do amazing consistency and, and all this, so it, it's definitely a helpful tool and they can do a lot of stuff that Chachi, BT and other image generation models they can simply not do at this moment.

So I, I think that actually this is also good for the development because I think that pushes other. Models to actually step up the game a little bit. Now we actually need this character consistency that's like, uh, they set the standard basically for what's to come. So I'm pretty happy about that.

Yeah. Me too. And I think this actually segues us very nicely into the next point where I know a lot of listeners, you might be wondering, Audrey, I'm not a designer. Like I don't even touch anything related to design. How can I build a brand on LinkedIn? It's so hard. Um, and I totally get that.

I myself am a copywriter, not a designer. So in fact, like I would like to say that I am someone who had to pick up this new skillset, right? But agAIn, with the right AI tools, it is not impossible to get there. What you need to understand about design on LinkedIn is the look and view.

And the impression that you give to your audience, right? So my personality is very vibrant. You can tell I'm very passionate. I'm very warm, and that's why I chose the color red. If I were to go with something like black, I think there would be a bit of a mismatch. But pick a color that represents your brand.

And the reason why you want to do that is this. When you go to a Nike shop, what do you feel? You feel inspired, you feel like. To, uh, pick up the weights agAIn and trAIn, right? You feel like I can be an athlete and nothing's gonna stop me. When you go to an Apple store, how do you feel?

You feel like, oh, it's so clean, it's so minimalist. You feel sharp, it looks intelligent. You get that feeling that, you know, this is a very clean, sharp, minimalist space. Um, and everything. There has a certAIn quality, right? So how did they communicate that through their shops is also by helping you feel a certAIn way, and that comes through the use of colors, that comes through the look and feel of a brand, how they present their goods and services in the same way.

LinkedIn is your landing page. You also want to help people feel a certAIn way. So if I wanted to only work with, um, tech CEOs, right, maybe this vibrant profile wouldn't be the best. I might go for something cooler and something sleeker. I might go for tones that are a bit more sharp and professional, right?

And then I might choose fonts that are also less. Um. Uh, uh, less bold, right? Because I want to be able to read each to that tech, CEO. So this is just an example. So understanding what is that look and feel is very important. So for yourself, think about redefining your brand colors, optimizing your profile, creating more repeatable templates, and applying the brand guide a lot more consistently.

So in my page, you can see that I've optimized everything. Um. The colors, the fonts, you know, the way that I'm using circles, these are ways that I'm creating that brand image. And even now, wearing red, right? I wear red for a lot of the videos and podcasts that I'm on. So that there's always that brand consistency.

And the more you repeat your brand, the more it sticks in someone's mind. So you want to become that one of one. You don't want to be that one of many, and that is your goal. Okay. So I wanna show you also how I love using AI in this process to build my different kind of carousels.

Now on LinkedIn, there is a very specific type of post, right? This type of post is also called the Carousel Post. Um, and this is an example of a carousel post that I did today. As you can see, my look and feel is very vibrant. It, it's very playful, it's very fun. I use a lot of.

Memes right as well. So you can see this is the cover page. And then you can see over here I have a lot of fun memes to help people digest the information that I'm sharing. And sometimes you might be wondering, Hey Audrey, um, I want to come up with different images for my cover page.

How do I do that? And this is where nano. Banana comes into play, right? I've been trying to find a tool that does this, um, perfectly, and I finally found it. So the problem with chat GPT is if you upload a photo of yourself, it will mutate your face because I think it doesn't want you to.

Recreate images of other people without their permission. So Google Gemini just decided, you know what, I'm gonna make it possible. And that's what they did. Uh, for me as a known designer, it is a great thing. So if you go to Google Gemini, um, you can actually click this create image, and then you can click one of the prompts here if you want to.

So, for example, you can create an image of. Uh, me as a superhero, right? But you will need to upload a selfie first. So, for example, I can upload maybe a photo of myself here and let's just take a look at what it comes up with. So imagine you are creating a LinkedIn carousel, um, and the title of your carousel is you can be your Own Superhero, something like that.

You, you might go for something more inspiring, then you can always get AI to help you create different. Pieces of color. This one. So this one doesn't quite look like me, but you, you get the idea, right? So you can experiment with Gerini to see what it can do. Lemme jump. I have tested this already.

This is great. I love this. Actually, this is cool because I feel the models change a little bit. None of Banana is in many different tools right now. Like you can use it in free pick open art, you can use it in, even Adobe Firefly now has nano banana. If you are. On the creative Cloud, you can use it or the, uh, Firefly subscription, so you can use it in many tools.

I feel sometimes it's better than the Gemini, especially the quality. Like the quality is pretty low, low resolution in the Gemini app. I don't know why. Maybe. And also it has a small watermark you need to remove, I think. Yes. Uh, so that's, that's like a downside. But yeah, if you have access, you can play around with it there.

But I feel sometimes the consistency of the images. Are better in, for example, free pick. I got amazing results. I was basically creating an, yeah, some, some stuff for myself obviously, but also of a, an AI kinda avatar, influencer I was playing around with to have this character consistency.

So I had a base image and then I needed like to trAIn the model. I needed to have like a different, uh, you know, from the side, from from the back, different poses and stuff like that. So I use Nana for this. And then I could have a consistent character. So I, wow. I tested it in Gemini, but it wasn't doing as well, so I had to go with three pick.

So, uh, may, maybe if you, if you tested the same in the other one, maybe your face would be more consistent or you have to change the prompt. I don't know. Yes, I'm gonna, I'm gonna test it next day. It's a great idea. But one thing I found that I love. I love using Gemini for, right?

Is this, let's see if it does the same, right? So I can say, um, make her hold a fishing rod. This was something I was trying, trying just now. Okay. And you can see, let's just take a look at the output. So I, I wanted to look for a use case where, okay, I wanna make my carer sales pop a little bit more.

So if I have a character that says. Um, you know, here's how you can hook your audience. Let's make it visual, right? What if Audrey holds a fishing rod? Uh, let's see how that looks like. And I'm asking Gemini to recreate it for me. So I'm not sure how this one will turn out, but I did have one example that actually turned out really well.

So, while wAIting for it to load, this was the output that I got, Audrey and the fishing rod. So this one is good. I think this one looks right. I, I would say this one is, so you can see that it's pretty good. And even the hand gestures, right? My hand definitely wasn't showing.

Um, and actually helped me to grip the rod, like the fishing rod really well. So this one and this one retAIned most of the face, right? So you do upscale it as well. Did the upscale image, so it's more clear. I, I didn't, it was good enough for me to use it in a All right. Cool.

Yeah, I think, I think the more clear your original image is, if it's clear and you have like a they, they can see your face clearly, I think the result is better. But if it's like a little bit far away or low resolution, the result is not as good. That's my personal experience at least.

Yes. So I think you go for something clearer that would be best. So this was the original image that I uploaded and this was what it came up with. It's pretty good, right? Because it came from a cross arms to a very accurate depiction of someone holding a fishing rod. Yeah, and I like, so this is kind of fun stuff you can do.

With AI. Yeah. You don't need, you don't need too many photo shoots as a fisherman, a, a fisher, fisherwoman, basically, you just, you just need one. Right? Like, you don't need too many of them. But yeah, so I think for me, even figuring things like, uh, you know, getting Gemini to help you create different professional shots.

So that you don't have to go for a new photo shoot agAIn, uh, or even creating characters for storytelling, right? So I used check GPT to build this kind of like mini picture character, and I locked the character. So by asking AI to lock the character, I could make sure that it's a lot more consistent, um, while it generates different images.

So here's a use case for it, right? So imagine you create a pixify image of yourself on a LinkedIn kind of mini logo, and this can easily be another carousel. So, so many great ideas with AI. Um, you just have to explore and figure out, you know. How do you make the most of it? But I think the exciting part about using AI isn't just in the kind of design, it's also in the kind of content creation.

So the most common thing I hear is, Audrey, I don't have time to create posts for LinkedIn. Um, and I totally get that. In fact, it used to take me weeks to write a post. But what most people may not realize is that right now, uh, I use AI to craft all my content and I use it to write all my posts.

Does it write it 100%? No, but it writes it in a way that is good enough for me, so it gives me 70% of what I want, and I just have to make the final 30%. Of tweaks. Let me show you how it works. Okay, so I'm going back to my ChatGPT and I am going to hit the Audrey Ghost writer.

So this ghost writer is trAIned on my kind of, um, tone of voice style of writing in a bit of context. So over here we had the previous, um, character that I shared, right? And now I'm gonna say, Hey, I'm gonna upload a PDF of the Elle that I've built. And they just write a post for me.

And then let's see what it comes up with. So the great thing about this GPT is it's going to review what's in my carousel. And it's gonna give me hook options. So it says you don't have a marketing problem, you have a foundations problem at emAIls. SEO. No. No, it works. If your positioning doesn't work, you're spending 10 K on tactics and $0 on strategy.

That's why it's not converting. So I like option three things very sharp, very punchy. And then you can also see like how it's building my copy out. So here is the. Agitation, uh, part they say just get it out there. So founders scramble to launch ads, write emAIl, sequence post on socials.

So you can see here my AI tool is addressing founders. Because these are the people I work with, and it knows that I want to target founders this, right? But here's the truth. Tactics without strategy, more wasted money, wasted time. So before you hit publish, ask yourself X, Y, Z. Most early stage startups keep this.

Remember, my target audience are a. They shut up founders. They are moving this back into the post copy. So it's saying that's why your marketing doesn't convert or attributes brand that converts. This is their problem. They should work with me. So you can see it's very uh. Amazing, right?

How it's picking up on a lot of things that I do, right? Weaving it in into my post copy and then combining it with what I've included in the carousel, which is strategy, benefits, vanity, not value. So building a brand that convert doesn't start with ads, it starts with strategy, DME to show in how.

So you can see here. Taking what I've given it and then building out a copy where there's strong hook, there's pAIn point agitation before the solution, and a very strong call to action. And I didn't even have to do much, and this just took me like that. Um, agAIn. You can use AI, but only if you know how to.

If you don't know how to, your copy is gonna sound very flat and robotic, and you're gonna see very chunky words. You're gonna see things like revolutionize. It's not this stat, but here's X, Y, Z. And you're gonna see, uh, things in repetition, which is why you need to know how to prompt.

You need to know how to weave that copywriter's insight before even building content. So going back to the points that I shared, right, it's not just about using AI for the sake of it, right? It's about being able to combine the couple of things that I shared, content strategy. Branding and conversion copywriting all together, then putting AI right in the middle of it, and that's how you actually build a brand that converts on LinkedIn with the help of AI.

Yeah, this is, this is great. I, I really like this. And, uh, I, I think what you can share a little bit is you, you had built this GPT obviously for your personal use and to write faster, but. I had a session on on this series as well about GPTs, but I'm just curious how you trAIned it and what you like.

Did you feed it all your LinkedIn posts or other viral posts or what? What did you actually give as a, as knowledge and and instructions to this GPT to get this kind of output? Yeah. I think for me it's because I've also found my voice and perfected it. So I know what Audrey sounds like.

I know how she writes. So when I, um. Built this GPT, it was based on my personal pulse, right? So the, the knowledge that is trAIned on is trAIned on my style, my tone of voice, my knowledge base. Um, I even actually uploaded a strategic positioning kit. So what most ghost writers don't do for you is they don't figure out what is your positioning in your marketplace.

When I. Spoke to another client of mine. She was working with a ghost writer and she mentioned that her ghost writer was creating good content, but somehow there were no leads. You know, like she has been working with the ghost writer for a year. No, zero ROI from it. And I sAId, why do you think that's the case?

And we realized it was because the ghost writer was writing, but without strategy behind. So it was always. Craft that was great. But they didn't have this strategic positioning piece. They didn't have the content strategy piece. They didn't nAIl why she was different from everyone else and why people should come to her.

So for example, in my case, of course, there are so many copywriters out there, why would you work with me? Right? But people come to me because they know that I help them build brands that convert through a combination of strategy. Copywriting as well as my edit AI bonus, so I'm very.

Very sharp about my positioning, and if you go to my own LinkedIn page, right, you would be able to see this reflected everywhere. Building a brand that converts content, strategy, AI, copy. I'm always drilling this and if you take a look at my content, my carousels, they always.

Ladder up to this big idea why most marketing efforts fAIl. Number one, check GPT, copywriting mistake, and so on and so forth. So you get the point, right? Being able to ladder up to that big idea is very important. And if you're just putting content out there without that strategic positioning, um, that doesn't work.

So back to the point about building gpt, and I built my own gpt. It has my strategic positioning as well, so I'm doing the human work. Before the AI work, and that's why the post copy is so good. Yeah. And do you for, for the carousels, do I, I know you used AI for the images and stuff like that, but do you also use it to kind of, uh, figure out what goes on each, uh, slide of the carousel on each page, basically.

Yeah. So, um, what I have done is also build my own kind of workflows that helps us to streamline the content creation for carousels, right? And sometimes it's about just, um, building a format and framework so that AI can create it in the same way. So, for example, my follow a format of, uh, hook pAIn point solution.

Yeah. Point one, 0.2, 0.3, and then a call to action. So when you go through my carousel, it's always very fun and engaging. Um, and it always starts off with that pAIn point, right? So that people know what is that pAIn point and how I can solve it. So for example, you can see over here I'm saying here, this is the number one chat GPT copywriting mistake that most people make.

And I'm agitating the pAIn point, right? Although you are using chat, GPT. Your copy probably falls flat because it sounds too AI. And here's the thing, right? Great copy isn't just about words. It's about storytelling, psychology, and sales. Then here's the segue to here's what you can do in state, that human AI execution that we have been talking about.

Only then I dive into the different kinds of building blocks, how it works, what you do with AI before everything else. So this in itself is a framework, right? So if you understand your framework and you know how to build. Then you can start working backwards and asking AI to create that content in the way that you want it to.

But if you don't have this base framework or base idea, then your content is going to just fall flat and look like everybody else's. And how long does it take you to create a carousel like that? I mean, it looks quite involved. Like to you, you have to come up with a hook. There's many, there's many steps involved in it, you know, the imagery and everything.

So like, I'm sure in the beginning it took you quite a lot longer and now you probably do it much faster because you have the processes and workflows in place to streamline it more. Yes, in the beginning it would take days, right? Um, if you are figuring out everything out by yourself, it might take you a couple of years to get everything sorted.

Um, I supercharge my process only because I was using a marketing focus lens, but when a lot of clients come to me, they, they share that they have been spending so much time on LinkedIn, um, and not seeing results. That they decide to give up on it entirely. So most people start and then they stop For me now, because I have managed to find this beautiful flow of human and AI for me and my clients, we get it done super, super quickly.

Um, instead of spending days, it can be done within hours. And the post copy, as you can tell, within minutes, if you know the right prompts, if you know the right angle, if you know the right tone of voice, so AI can accelerate the process. Only when you have the right human strategy.

Yeah, I love that. What other AI tools do you use? You mentioned ChatGPT now you showed Canva a bit. Do you use anything else that helps you in your day-to-day with your business and your clients and everything you do? Definitely. So if you're looking into videos, you can use a tool like Descript.

It is really good for video editing because you can edit the video via transcripts, so you can just delete the words instead of like slowly listening to every single beat. Right? So that's one. Um, I use Sable for. Meeting minutes. I love it because it analyzes all my sales calls and it tells me what went well, what didn't, what are some common pAIn points, uh, what can I expect next?

So it also is a very great place to start building content, right? Take your client pAIn points, download all your transcripts, askable for a summary. Pop it into chat, GPT, ask chat, GPT to analyze. Everything and come up with three content themes or three client pAIn points. Park it under your content to the use the GPT that um, you have created for crafting LinkedIn posts, right?

Put the new pAIn points into the GPT and then get a new post created. So I'm gonna show you one example where everything was done with the help of AI and it was a beautiful workflow that worked brilliantly. So this post over here, um, everything here you see is pretty much created by AI, right from the visual itself to the concept of a gold coin versus stacking of everything else to the post copy.

Everything was done with AI, so I pulled the transcripts from my sales calls. Um, I realized that a lot of founders were saying positioning is not a priority for us at this point in time. Aha. Gold mine. Time to turn into a post. Then I asked AI to visualize this concept. I asked it how, when?

How can you use an image to tell this story? So it gave me a couple of visual analogies. It gave me one where you have a car driving, but the wheel is out of the car. It gave me another one where, you know, you're in the forest walking, but you're walking in the in the loop. And then finally I landed.

On this one, right where you tell the founder, or the founder tells you that, Hey, um, strategic positioning isn't a priority and it's so expensive, but what you then realize that you're spending so much more money on everything else, and if you don't nAIl your strategic positioning, there is no value in that.

The power of one thing done well is so much more than everything that you're gonna invest in when it's all layered upon that strategy. So AI came up with the visual, AI came up, the concept AI helped me to create this beautiful piece of copy that goes with it. Um, and it is a post that has performed really well for a single image post.

So yes, very possible if you do it in a very strategic way. Yeah. Do you do more video in your business now as well? Like you mentioned you go on some podcasts or you do some, do you do some video as well for, for your own content basically that you produce or It's mostly text based.

So I also experiment with video formats. In fact, I have, uh, AI Marketers Playbook podcast that really focuses more on interviewing marketing leaders in the AI space. As you can see, I've done quite some, I release one every week. However, you can also tell that the video views or engagement is not as high as what you would get from a carousel.

So different formats have different results, right? So if I were you, I would. Highly recommend that you experiment first. Don't just stick to one. Just experiment with a couple of the different formats, whether it's video, single images, um, carousels, experiment, and then figure out what works best for your audience and what they respond to.

Yeah, absolutely. And, and uh, maybe as we kind of start to wrap up the session, maybe you can give us a plan for someone who's getting started on LinkedIn. I think that that would be. That would be pretty cool actually to May, maybe from obviously starting from zero or maybe you have your initial followers.

You know, people have been on LinkedIn forever, but they haven't really done too much so. What would you do to get your first 10 K and grow from there? Because I think that's like a good milestone basically. And to, I mean you, I mean you have now, I, I mean, I don't know the last time I checked you had, like when we did the session last time, I think you didn't have too many followers and now you have quite a lot.

You're getting closer to a hundred k, I think, right? Yes, uh, definitely possible with the right content strategy. And I would say, agAIn, I'm not a personal branding guru. I don't talk about personal brand all day, every day. I have to drive leads for my business. So, um, I actually do work with clients to get there.

A lot faster. If you want to, we can work together, or if you wanna try out yourself, then like what I sAId, you have your three secrets to success, right? Don't use AI for the sake of it. If you are on day one, figure out what is your content strategy, what do you want to be known for?

What is your positioning in the crowded marketplace? Then step two. Make sure you revamp your LinkedIn page so that it has the right printing, right? What is your look and feel? Um, what is that tone of voice you want? How do you want people to remember you? Right? Get your colors, your font, your templates done.

So, um. Build those assets first before you go live. You don't just wanna go live with your first post and not have anything ready. Don't be scrambling like what I did. So build all your assets before you go live and then finally copy, right? What you would then wanna do is to start learning from some of the top Creators or at least Creators that you like.

They don't have to be mega Creators. They can be friends, um, other folks with an interesting perspective, figure out what is working for them. And then start thinking, how can you apply it to your own business? How can you apply it to your own platform? Then only then use AI on top of every single piece of it.

And when you use AI, start with the N in mind. So don't use chat GPT for the sake of it and say, give me a viral post strategy. It doesn't work that way. Build your strategy, then tell AI with this strategy in mind, let's develop something for my brand. And when you do that, that's when you'll really be able to find that sweet spot between the human and AI magic.

And that's when you'll really be able to build your brands with confidence. Yeah, no, that's great advice and I hope people start implementing this. I think LinkedIn is a, is a pretty underrated platform as well. I mean, depend if you have a lot of. Educational content to share, I think is great.

I think it's, uh, definitely a platform. Me and my team we're gonna explore a lot more. Uh, but uh, actually wrap up this, where can people connect more with you? I mean, follow you on LinkedIn, I guess, is a good place and, uh, I don't know what, what else you want people to check out?

Yes. So definitely right. If you are interested to, um, build a brand that converts, whether it's a personal brand or a company brand. I work a lot with founders, entrepreneurs, other business owners to build their brands on LinkedIn and beyond. You can connect with me here. Um, I also have a free newsletter where every week I share my.

Best tips so you can say, subscribe. And finally, if you wanna stay up to date about AI, I've learned a lot by talking to amazing folks on my AI Marketers Playbook podcast, and I'm sure you'll also find value. So all the links are on my LinkedIn. Feel free to reach out and drop me a message if you're hoping to connect.

I'll make sure to link up all the resources below and if you have any takeaways from this session, be sure to drop them in the comments and, uh, we'll be sure to check in there. This was a really valuable session, Audrey, so thanks so much for coming on here. I'll talk to you guys very soon.

Ciao for now. Peace.