I asked ChatGPT to create an image of a CEO yelling at an Executive Team for creating a drawing of a person with three arms. This is the image ChatGPT created.
Back in 2010 I consulted with a retail brand. The brand brought in a crusty marketing consultant ... a guy in his mid-60s who had seen everything and consequently "knew everything". I presented a slide showing that the brand needed to greatly increase the investment in paid search ... having left Nordstrom three years prior, I knew exactly what a brand generated when it took $36,000,000 in catalog marketing expense and converted it into $18,000,000 in paid search spend yielding a sales increase.
I finished presenting the slide.
The crusty consultant went off, describing how stupid it was to pay for "keywords".
- "Are you telling this room of seasoned professionals that they should stop mailing a 64 page catalog featuring more than 350 products, and instead pay $0.50 four million times for the phrase "functional goretex?" Lunacy, Kevin. Lunacy.
- "Look at this, Kevin. We invested $10,000 in the term "Softshell", generating $25,000. What do you want them to do, spend another $5,000? What happens if nobody else searches for the term? What happens if they search for the term and they lose money? You don't run a business with analytics and keywords. You generate sales with a catalog, Kevin. You know better. This is the kind of advice you're giving people?
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