Rich Burns

Dictating to ChatGPT is underrated 🗣️ There's lots of people talking about how the best way to use ChatGPT or LLM's in general is to write carefully curated prompts. Yes, writing a good prompt can help get a better result, but it's not my favourite way of using them. 🎙️ Press the microphone button and simply dictate. Meander, waffle, tell it every particle of information you have about a problem, situation or an idea you have. Give it all of the context you can think of, and then simply stop. Bam. ChatGPT organises all of that meandering monologue into an eloquently organised thought. Try it with different use cases. • 📝 Finding it tricky to think of multiple post ideas for LinkedIn? Talk through the project and then ask for 3 - 5 different ways to frame the project. • 🤔 Dealing with a complicated situation and want a sounding board? Do the same thing and then ask for a summary and perspective. The point is, you're not going to take exactly what it says and action everything word for word. Sometimes the trickiest thing is being able to eloquently organise your thoughts. ChatGPT and LLMs in general are masters of taking a lot of information, cutting through the noise and simplifying it to its core points. I'm a big believer that using AI should be easy. I'm working with studios, brands, agencies and freelancers on the best ways to use AI, and if this piques your interest, I'd love to hear from you. ✨ Practically apply AI without the overhype ✨ #AIOptimism Image + video made by me using Midjourney

74

27 Comments

In 5 years “going out” will mean sauna & plunge not shots + nightclubs. The future of Social Club is Social Wellness Club. Here’s why 👇 From hangovers to health spans. Socialising is evolving. Wellness isn’t a niche anymore. →It’s a $6.3 trillion economy, projected to hit ~$7.3T in 2025 and nearly $9T by 2028. And it’s rewriting how we socialise. A bit of context: → Interest in cold-water therapy surged 600% globally in the past 5 years (+633% UK, +475% US). → The ice bath & cold plunge market was valued at $350M in 2022, expected to reach $500M by 2028 → The European sauna market was valued at $335M in 2024, set to reach $479M by 2030 and $578M by 2033. → Europe already holds ~37% of global sauna market share. Traditional saunas still dominate, but infrared models are the fastest-growing segment, attracting a younger, wellness-first audience. This isn’t a fad. It’s infrastructure. What it means for hospitality: The traditional spa model has always been transactional: a guest books a massage, a sauna session, or a facial. It’s about services and relaxation, mostly consumed alone. But the emerging wellness club model is relational and communal. Guests (and locals) join because it gives them membership, rituals, and community. They’re not just buying a 60-minute massage, they’re buying into a place they return to, connect in, and feel they belong. That shift opens a new playbook: →Heat ceremonies (guided sauna rituals, Aufguss performances, sound-infused sweats) →Plunge parties (group immersions, timed challenges, live DJs) →Morning resets (breathwork + sauna + intention-setting before workdays) →Membership models (weekly passes, “friends of the spa,” locals-only tiers) This is a once-in-a-decade chance for hospitality brands to: - Increase retention (guests return for community, not just relaxation) - Monetise memberships (turn spas into recurring revenue hubs) - Build brand equity (wellness = cultural relevance, not just a luxury add-on) The spa is no longer just a department. It’s the third place where your next generation of loyal guests will gather. 👉 Which hotel brand do you think could pioneer the first global Social Wellness Club? Credit to the video: Krabholm on Intagram

99

70 Comments

We turned customer complaints into a winning ad for The Black Stuff soap. The research method behind it changed how we build every creative. THE RESEARCH PROCESS Used ChatGPT's deep research tool to analyse customer behaviour around men's soap purchases. Scrolled through The Black Stuff's Facebook community where customers share unfiltered reasons for switching. Discovered something nobody talks about: men use the same soap brand from their teenage years while upgrading everything else in their lives. THE PAIN POINTS WE FOUND → Fake, synthetic smell → Dry skin after use   → Strong fragrances causing headaches → Spending big on fancy soaps but staying disappointed THE HOOK STRATEGY "I spent $200 on fancy soaps last year and found this $9 bar from Ireland that blew them all away." This immediately qualifies customers who relate to expensive soap disappointment while creating curiosity about the $9 solution. THE CONVERSION ELEMENTS Every script element backed by research: - Unique selling points: handcrafted in Ireland using Guinness and Irish seaweed - Benefit stacking throughout - Visual-audio alignment: when we mention itchy skin, we show itchy skin - UGC creators illustrating each point for believability THE OUTCOME $200K+ in spend because every element was researched, not assumed. The ad worked because it spoke to real problems customers actually have, not problems we thought they had. Most brands create ads based on what they want to say. Winning brands create ads based on what customers need to hear.

97

27 Comments

Creators are becoming CEOs. And CEOs are becoming creators. Faceless brands don’t cut it anymore.
 We’re in a personality economy, where algorithms favour faces, not logos. Some of the best founders in the game: → Simmer Eats Simmy Dhillon left Google, built a family-run food brand, and has now sold over 1M meals. His TikToks - from delivery bloopers to behind-the-scenes kitchen chaos - have fuelled both community and customer growth. → Odd Muse Aimee Smale made herself the face of her fashion brand, sharing every struggle, drop and design decision. Four years later: eight-figure revenues. → Bold Bean Amelia Christie-Miller is front and centre, sharing everything from origin stories to recipe innovation. She’s visible across TikTok, Instagram, LinkedIn, podcasts, and food media - making beans feel premium, not pantry. The upside is clear: Founders who show up build trust faster. Brands feel more human, less corporate. Growth comes cheaper when your content is your engine
.
 Of course, being the face of a brand is not for everyone. But for those who embrace it?
 It’s a superpower. -- I’m Alice - MD at LOI | Global Creator Marketing Agency. Follow for weekly takes on the creator economy, campaign breakdowns and growing an agency.

30

6 Comments

12 things I see in every CEO who work LinkedIn like a boss!! Want followers to turn into revenue? Start here 👇🏼👇🏼👇🏼👇🏼 • You share the stories others won’t. • You argue for your buyers, not against competitors. • Your voice is recognisable in any comment thread. • You turn failures into lessons. • You reply to meaningful comments like they matter. • You hold strong opinions on 2-3 specific topics. • You celebrate other CEOs’ wins, even competitors’. • You share real numbers when it serves the lesson. • You show behind-the-scenes decisions, not just outcomes. • You call out industry BS everyone thinks but won’t say. • You coin signature phrases people quote back to you. • Your content makes people think, “I wish I’d said that.” • You don’t treat LinkedIn like social media. • You treat it like the boardroom of the internet. That’s why some CEOs leverage LinkedIn to scale their business… And achieve their objectives. While others collect vanity metrics and wonder why nothing converts. And then say something like... "LinkedIn is saturated" Or... "LinkedIn doesn't work for my business" The difference isn’t follower count. It’s TRUST count! ---------- I’m Stefan. I help business owners, founders and CEOs turn LinkedIn into a high-trust client engine with authority content, smart outreach, and zero-cringe lead generation. Want to see exactly how this works? Grab my free email course:: https://lnkd.in/eyNAnixC

51

10 Comments

The skill to sell. It changes you when you learn the inner workings of a great sales pitch. You are not desperate to close, nor are you looking for an angle to upsell. You have a conversation. You try to solve a problem. The kicker, sometimes the solution is not what you are selling. You help nonetheless and underline the details of what you do and how that is not relevant to here ofc. Do this enough and when people find friends looking for your solution, you get the referral. Sales, a skill to unlock for everyone.

28

4 Comments

90% of the CEOs running the world’s largest companies have no marketing background. Even more when it comes to CFOs. But many think they understand marketing just because they’ve been marketed to…which is like thinking you can dance just because you’ve been to a Beyoncé concert. Here’s the problem (or one amongst many.) Despite their absence of knowledge and understanding, these are the people controlling the allocation of resources CMOs need to do their job: people, time, capital. And because they don’t know what to expect, what not to, or on what timeline, they’re suboptimal stewards of these resources. Which makes the CMO’s job harder (and it’s already the hardest job in the C-suite), and also means growth is diminished company by company. And when you add that up at scale, global GDP—2/3rds of which is consumer spending—takes a hit. When CEOs and CFOs don’t understand marketing, they’re not just making the CMO’s job harder, they are slowing punching growth in the face and slowing the necessary and continued evolution of capitalism itself. All of which is good for no one and no-thing.

183

52 Comments

Proof that OOH isn’t just for the big players anymore. 1. Mad Mex: start-up restaurant in Australia:  Used their own sales data (always a fan) to activate DOOH ads within a 1km radius of their restaurants. Simple. Superb. Successful. The result: a 9% sales lift.  2. DoorDash:  Huge now. But before that… DoorDash ran a PrDOOH campaign that they optimised in real-time. Sign-up intent: up by 6% Brand consideration: up by 22% Startups and scale-ups can use DOOH to punch above their weight.  Provided they understand Geo-targeting Programmatic buying Award-winning creative Budget matters. But a good strategy and concept execution matters more.

45

7 Comments

“Content marketing takes too long to convert.” Said the business owner to the marketing manager. “I’ve been posting once a week for a month on the assumption I’d double our revenue, and so far, not even a sniff.” An assumption made on the back of watching too many get-rich-quick TikToks from twenty-somethings with considerably more followers than pounds in the bank. “Content marketing is a single channel that supports the sales team in their efforts to close deals over a sustained period of time. It presents you as an authority in your space (when done well) and helps potential buyers differentiate you from your rivals when they are finally ready to pull the trigger.” A diplomatic response to the CEO's ridiculous comments, holding back the inevitable rage that will probably come out hours later. Into a pillow. Content marketing, which includes a strategy for LinkedIn, is a value-packed resource that allows your buyer to see behind the curtain of your brand. It creates an emotional connection with your audience, building a level of trust far beyond any sales pitch, cold call, or paid ad. Used in conjunction with those things… It’s a game-changer. Stay Unconventionall.

29

16 Comments

If you are a CEO/CMO/Founder of a F&B retail brand looking for qualified franchise enquiries, storytelling on LinkedIn can be your highest-leverage move. Here's how. First of all, Franchise enquiries rarely happen because someone saw your “Franchise Available” post. They happen because someone saw themselves in your brand’s story and thought, “I want to bring this to my city.” The best way to instill that belief is founder directly sharing the story of the brand. 3 founder-led storytelling techniques to build perceived brand power: 1. Origin with Constraint: Tell how you started with your own “garage moment.” ₹3 lakh in savings, one 200 sq ft outlet, a recipe no one believed in. Show the odds stacked against you, then the pivot that turned it into momentum. Constraint makes the win real. 2. Operational Proof: Document the non-negotiables sourcing discipline, training standards, unit economics, consistency across outlets. Show readiness to replicate. 3. Not so Obvious: Talk about hard proof that the market already votes for you: queues outside your outlet on rainy Tuesdays, Zomato ratings, landlord preference for your brand, or repeat orders from the same corporate client. 👉Chai Sutta Bar applied all three. Anubhav Dubey told the grounded story of starting with ₹3 lakh, leaving UPSC to sell chai, and helping kulhad makers get jobs. Your prospective franchise owners, investors, multi-unit operators, spend time on this platform. They quietly evaluate whether a brand has cultural weight, operational maturity, and market demand worth buying into. PS: If you need help, let's talk #franchisee #foodandbeverage

28

It started with a question no one had an answer to... "Why are brands still stuck in print ads when the world has moved online?" Back in 2014, the term “digital marketing” felt like a buzzword. Most small businesses didn’t even know how Google ads worked. And the ones that did, were overwhelmed. That gap? That’s where Digifish3 was born. Along with my co-founder, Sandeep Banger, we started with a simple intention: To make digital marketing not just smart, but scalable and understandable. We didn’t come from VC rooms or Silicon Valley. We came from campaign rooms, client calls, and long nights of trial-and-error. A team of 2 with 2 laptops. And a vision for 360° marketing, branding, promotion, and engagement, all under one roof. Today? We’ve delivered 950+ campaigns, worked with 350+ brands, and expanded across 45 countries. And we are still obsessed with results. But back then? It was just two people trying to decode how search engine algorithms could help a local bakery scale. That’s the thing about sparks. They don’t always start with fireworks. Sometimes, they begin with frustration, a hunch, and a spreadsheet. Have a spark you’ve been sitting on? Start. One brief. One idea. One client. That’s all it takes. #FounderStory #Digifish3 #360Marketing #WomenWhoBuild #StartSmallScaleGlobal

77

12 Comments