If you’ve ever felt overwhelmed trying to write a blog, draft a social post, or brainstorm content ideas that actually speak to your clients—you’re not alone. Most MSPs and small businesses know content is important, but either lack the time or the tone comes off too generic.
What if you could create content that sounds like it came from you—while still saving time?
That’s the promise of custom GPTs, and in the latest episode of Stimulus Tech Talk, Marketing Manager Sherry Lipp offers a clear and practical look at how these AI tools are enhancing modern marketing.
Watch the full episode on our YouTube channel or listen on your favorite podcast platform.
What Is a Custom GPT?
A custom GPT is an AI agent trained specifically to understand your company’s voice, goals, and audience. Unlike the default ChatGPT experience, a custom GPT remembers the exact details you give it—such as your buyer persona, your brand voice, and your customer’s pain points.
As Sherry explains, it’s like having a content assistant that already knows your business inside and out.
“You still need someone behind the AI—someone who knows your business, your goals, and your voice. Without that, it’s just generic content.”
— Sherry Lipp
It’s Not as Hard as You Think
Sherry describes custom GPT creation as “easy to start, mid-level to master.” You don’t need to be a programmer to get started. What you do need is clarity around:
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Who you're trying to reach
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What tone your business uses
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What types of content you create regularly
Once those pieces are in place, you can upload key assets like your brand script, company bio, website content, and marketing examples to begin training your GPT.
One practical tip: Ask GPT to interview you. Have it generate questions that help you define your company voice, goals, and differentiators.
Real Marketing Applications
Sherry uses her custom GPT to:
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Brainstorm content ideas
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Draft blog posts, social media copy, and email newsletters
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Develop messaging based on emotional triggers
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Tailor content by industry or geography
By refining the GPT to match Stimulus Technologies’ unique voice and marketing goals, she’s able to scale her content output while ensuring brand consistency.
Why It Matters for SMBs and MSPs
“AI doesn’t replace your job—it enhances your ability to do it better, faster, and more consistently.”
— Nathan Whittacre
For SMBs and IT providers, your prospective clients are often overwhelmed and skeptical. They’re busy, cautious with budgets, and hesitant to trust providers who speak in jargon.
Custom GPTs help you:
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Produce clear, relevant, and targeted messaging
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Maintain a consistent voice across marketing channels
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Reduce time spent generating new content
As CEO Nathan Whittacre points out, this isn’t about replacing marketers—it’s about enhancing their capabilities.
Caution: Don’t Skip the Human Oversight
AI isn’t perfect. One of the most important takeaways from this episode is that GPTs need human guidance. That includes:
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Fact-checking outputs
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Avoiding hallucinated content (e.g., fake testimonials or stats)
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Infusing your messaging with real stories and authentic insights
Audiences today are increasingly able to spot AI-generated content. Your credibility depends on keeping your messaging human and experience-based.
Getting Started with Your First GPT
If you're considering a custom GPT, Sherry recommends starting small. You could begin with a simple GPT designed to write social media posts for a specific buyer persona. From there, build up by refining the GPT with additional context, such as:
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Your brand script
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Buyer profiles
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Customer testimonials
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Company tone and style guides
You’ll need a paid version of ChatGPT to access the custom GPT feature—but the productivity gains and content consistency often justify the subscription.
Episode Summary
In this episode of Stimulus Tech Talk, Sherry Lipp discusses:
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What custom GPTs are and how they differ from default AI models
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Why creating one is surprisingly accessible for marketers and SMBs
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Use cases for content generation, messaging, campaign building, and emotional targeting
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The importance of accurate, personalized input
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Common mistakes, such as being too generic or failing to verify outputs
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Why human creativity and authenticity are still essential
The conversation is a valuable listen for any business leader, marketer, or MSP looking to stay ahead in a digital-first world—without losing their voice.
Click here to listen to the full podcast episode
Want to learn more about implementing AI for your business? Visit our AI Resources page and give us as call today!
