From Blind Marketing to Crystal Clear Customer Insights: Leveraging AI to Uncover Buyer Psychology

Full video transcript

How’s it going, Darby here with Gen AI University, and in this video I’m going to be breaking down a market research process that I’ve been doing for the past few months, intensively, for uncovering the psychographic aspects of a market and their profiles, and what’s driving them to make buying decisions.

Now, the psychographic elements behind a customer profile are important if you’re looking to identify your ideal customer persona, because it’s going to outline things like their psychology, their geographic location, their demographic location, and within that context there is their needs, their wants, their desires, their fears, their dreams, their hopes, and the things that you can promise as a brand and how you help with solving those specific issues. By understanding first the psychographic elements of what’s really making your market tick, can you read the minds of your market at such a deep and clear level to really understand how you can position your products and your services to help them specifically.

So what I’m going to do here is demonstrate, instead of my ChatGPT, how you can do this with some simple prompts that are really just instructions to follow, asking a question for ChatGPT to help. But it’s all going to start with research and for context. I’m going to be using a voice dictation tool I use called Voice In. It’s a Chrome extension app I have on my phone or on my computer. As you can see right here, I’m talking and it is typing out things as I talk. You can use any dictation for this, for that matter.

So I want to pause real quick. Hi, I’m going to begin some market research, segmentation reporting, and I need to understand from the perspective of a master marketer and my master in psychology what is making my market tick. So the first thing that we need to start with is identifying who our target market is. And in order to do that, I’d like you to go and scan the website playsidehustle.com to understand the context of this product specifically, so that we can get a better idea about the minds of the market, who are we going to be targeting and selling the product to.

Now, as I click enter here, what I’ve done is start with an initial seed prompt to start building out my context for AI to go in the direction I want it to go. And I’m using the Side Hustle game as an example. Say you’re an e-commerce company and you have one product, well how many markets or segments of the market that you’re serving could actually be purchasing this product for you? So, well, this is an e-commerce example, this could work for coaching, for consulting, for real estate professionals, for lawyers, for doctors, for anything of that matter. There are so many different segments of a market that are within what you might think is your ideal target market, and so that’s what this type of research is doing, is helping uncover and peel back the onion layers, if you will, to give us a deeper insight.

So let’s go up real quick to the top of what we saw here. So based on what I gave it, ChatGPT searched the internet, the website that I gave it, and came back with an overview: nature of the game, it’s a party game for entrepreneurs, take fake pitch business ideas, focus on being funny and fundable, target audience, the game appears to a wide variety of players, family, co-workers, particularly appealing to those who enjoy Shark Tank and Apples to Apples. We use this language on the website, and so that’s how it knows this. And so we got game mechanics, product availability, community engagement, and so on.

So insights now. Demographics: it’s a broad appeal, the target market could focus on teenagers to adults, however it’s particularly resonant with young adults and professionals. Then we got psychographics: the game attracts individuals through creative humor and entrepreneurship, it appeals to those who value teamwork, brainstorming, and innovative thinking. Usage occasions, geographical reach, and purchase motivator. So all of this stuff is great, and now I’m going to give you the easy button for once you have some of this context initially, how to go that much deeper. And I’m going to include a link to this below the YouTube video so you can go and use this GPT specifically for creating a blueprint, a starting blueprint around these buyers, but going a step deeper.

So now that I’ve got some initial context researched, I’m going to go ahead and copy all of this. I’m going to copy what the overview of my game is right here, and now I’m going to go and open up this custom GPT that you’ll have access to for free, no opt-in required, in the comments below. It’s purely a gift to you, so you guys could start to get the ball rolling on this process yourself. Just keep in mind that we do do these as customized done-for-you buyer briefs, so if you’re looking for help and assistance in getting one of these comprehensive blueprints and buyer’s briefs done for you, then just reach out to us and we can help you with just that.

But for now, because I want to get a little more context, and that’s the key here beyond anything else, is the content brief that you’re providing is so critical for the context that ChatGPT is going to be using to then build upon for any sort of other marketing content, research, or otherwise. So when I have this context, I’m going to open up the Buyer Blueprint 2.2 GPT that you guys have access to right now, and I’m just going to paste that in here. So what it’s going to do is now start to go in with a main market segment overview of those demographics, of the geographic location, of the psychographics and needs and desires and behaviors.

And so like I’m looking at this and I’m reading through it, I’m looking for things that are sparking my ideas, and how can I make new innovations based on the information that’s being presented here. What am I going to choose to run with, what am I going to choose to leave behind and continue to build upon from there, because all of these are critical aspects, from the primary goals, the secondary goals, to again the dreams, objections, negative feelings, ultimate fears, promises. All these things are aspects of marketing, of the customer’s psychographic profile that you’d want to include in your messaging, whether it’s copywriting, emails, direct-response style that you’re looking to drive purchase or decisions and move people on down your funnel, or if you’re looking for content awareness or ideas on what to make YouTube videos or social content, TikToks, things of that nature.

What better way than to have a blueprint like this where you could refer right back to it specifically for the market segment that you’re creating content or anything along those lines for. Then what can you do to take a positioning statement like this, integrate it into your content strategy to create an even more robust and comprehensive marketing game plan that is targeting things like all your different offer targets. And so when you get to the bottom of this blueprint, what we’ve got here now is a few different offer targets. So we started with, it’s a high level, adults, kids want to play the game, yada yada yada. Well now we have entrepreneurship enthusiasts seeking a fun learning experience, we have corporate teams looking for innovative team-building activities, we have educators needing engaging tools, young professionals, and groups.

And so each one of these five market segments are inside of the general market that Side Hustle is being sold to, but I have five different video sales letters that I can create for each one of these offer targets. For the market, my message to entrepreneurship enthusiasts is going to be completely different than if I’m talking to someone who is in charge of corporate team building, and I’m angling this towards HR professionals, or if I’m speaking to an educator that is working in a high school or a college, the conversation might be a little bit different in how I’m presenting Side Hustle as the robust solution for their needs.

And so that’s what you get with a blueprint like this, and this is something that we’ve been working and building on and continue to innovate with to this day. And as I mentioned earlier, we do this as a done-for-you service at Gen AI University for our students and our clients and our customers, but I just want again to emphasize the importance of starting here for the foundations for any sort of content production you’re going to be going for, because you’re going to have a clear idea of all of these variables that are driving the minds of your market.

And so all of that in mind is what we’ve done, starting with this initial context brief that we got ChatGPT to pull some information, do some research for us, give us an overview of what this game is about. I used that to inform my blueprint, which then created this whole main market segment analysis, as well as going into the primary goals, secondary goals, complaints, and all of that. You can access this blueprint right below. The stronger the content brief you have going into it, the better the outputs the blueprint is going to have. But now you’ve got all of this content right here that I can prompt it again, and this is where you can let your imagination take you a number of different places. I could say, where do I want to take this next? Well, let’s start right here.

Thank you. Now, based on the content that we have created above, I need to outline a series of social media content ideas that will be specifically targeted to the YouTube platform, that are created around all of the primary complaints and problems that my target market is experiencing, so that my content resonates with that segment of the market. Create 10 ideas for each one of the market segments based on the blueprint above, in bullet-point format.

So I would recommend, as you go through and get a really refined buyer’s blueprint, is keeping this inside of a Google Document of some sort, or a PDF, that you can update regularly and you can improve and build upon. And you can see that once you have that done once, you can simply upload this to a large language model like ChatGPT, you can use tools like Claude from Anthropic and a number of other large language model, generative AI platforms.

So I do this now, content ideas, right, and so I have the idea, I’ve got the blueprint, now I want to create content ideas. Innovative team games, right, if I’m doing it for team-building activities, the content I’m going to create is centered around that team. If I’m doing it for an educational tool, learn entrepreneurship in a fun way, educational gaming, play Side Hustle’s impact on entrepreneurial minds. And so you go down the list here, and again this is where I say let your imagination take you to the next step. Think strategically but also practically about what you need to create inside of your awareness and your consideration or your conversion aspects of your funnel, that a potential buyer or a buyer in your market can come through, educate themselves on your content, to then make their way to your website, to have the language on the website be consistent with what they have been seeing online from you, to then moving them on to the next step of the process.

In this case, Side Hustle, you can play it for free at playsidehustle.com. You can also pre-order the second edition of the game right now, which is available coming up here in 2024, but you can play the game for free, and so that’s where we’re just driving everyone right now, opt in, play for free, and then we have a pre-order list that whenever the game is going to be available and is shipping out officially, then we’ll be sending updates to that list.

And so just one example of one e-commerce product for how a buyer’s blueprint inside of ChatGPT can help you with accelerating the process of getting that idea to the next step, of taking action to making an impact in the market, because you understand at a much deeper level than you probably did before running this blueprint workflow, of what’s driving your market, who are the different segments in your market that you are… let me stop my sharing… different segments of the market that you could be positioning your offer to, to serve and to create value for, and are these all the segments that you have considered in the past. Is there something that you’ll learn from this blueprint, which I hope you do, that’ll give you an aha or an insight that you can take, create content with, and put it out there into the world to attract that market, to stay top of mind and bring value to your customers, your clients, and know them at a deeper level so that your content’s resonant with them across the board, and that all leads back to them doing more business with you and your business and your brand.

So I hope you find that useful. If you did, please let me know in the comments below, and then make sure you go ahead and like this video, subscribe to our channel, and hit the notification button so that you know when we drop new demos like this for you. Again, I am Darby Rollins, founder of Gen AI University. Keep calm and AI on, and we’ll see you on the other side.