How I Use Custom GPTs in My Business: Save Time, Test Faster, and use ChatGPT to get More Done
Imagine having a trained strategist, copywriter, and content repurposer on-call… except you don’t have to book a call. You built them. They know your voice. They follow your process. And they run 24/7, whenever you need them. That’s what Custom GPTs make possible.
I’ve built powerful ChatGPT bots, and this post is breaking down how just 3 of those—Billie, Sage, and Cove—help me:
- Save 5+ hours a week
- Refine messaging faster
- Keep marketing assets on brand (and posting) without overwhelm
In this post, I’m walking through the Custom GPTs I use in my own business, what they’re trained to do, and why they’ve become essential to how I operate.
If You’re Wondering How Real Business Owners Use Custom GPTs—This Post Is for You
This isn’t a tutorial. It’s an inside look at the real tools I use to run my business better, faster, and more aligned to my strategy. If you’ve been hearing about AI but wondering what it actually looks like behind the scenes—keep reading.
👉 Prefer to watch? Here’s a live demo of the 3 Custom GPTs that I use every week.
What Are Custom GPTs?
A Custom GPT is a version of ChatGPT you can train, tweak, and personalize to follow your workflows and use your voice.
Unlike the default ChatGPT, which offers generalized suggestions, a Custom GPT is built and trained on context. It’s designed to fit into your workflows. A Custom GPT understands your specific context, goals, and how you like to work. You tell it what to do, how to do it, and what matters most. Then it remembers.
Think of it as your own AI assistant—one that knows your business and remembers the nuance and details you give it. So it only gets better with time. Just like a human team member would, but freeing up space for you and your human team to focus on more impactful work.
How Do Custom GPTs Work?
You start by creating a new GPT inside ChatGPT (this feature is available to Pro users). From there, you design the user experience and output.
This includes steps like:
- Upload instructions, documents, past projects, and examples
- Train it on workflow processes and parameters
- Customize its tone, rules, and preferences
- Define boundaries around what it should and shouldn’t do
Once trained, it operates independently but stays inside the ChatGPT interface. You can give it prompts just like you would any chat window, but it responds like it’s been working in your business for years.
This is a high-level overview of how to build a Custom GPT. There’s more steps involved, but for the sake of this post, we’ll still to use cases versus a step-by-step how-to.
Do You Need a Paid ChatGPT Account to Use Custom GPTs?
Yes. Custom GPTs are only available to users with a ChatGPT Plus subscription (currently $20/month).
The paid version also gives you access to GPT-4, which offers better performance, memory, and longer conversation capabilities—essential for tools like Billie, Sage, and Cove that handle detailed workflows.
If you’re planning to use ChatGPT regularly or want to build your own GPTs, it’s absolutely worth it.
Who Should Use Custom GPTs?
I’m totally obsessed with AI tools, so clearly biased. But I think these have use cases in every business. Custom GPTs are a smart fit if you:
- Have repeatable tasks, templates, or frameworks
- Want to delegate without hiring
- Care about brand voice and quality
Perfect for:
- Coaches and consultants who deliver layered messaging
- Copywriters and creatives who need speed and structure
- Online business owners scaling workflows
- Service providers with small teams and marketing capacity
- Small teams who want to make a bigger impact with their work
What Makes a Good Custom GPT?
The best-performing Custom GPTs I’ve seen (and built) have a few things in common. Most importantly, you need to think about your bots like you would human team members. Give them the attention to detail they need to do good work. Take the time to train them.
That looks like:
- A clear role and workflow
- Strategy-backed instructions
- Examples from your past work
- Brand voice guidance
- Guardrails to avoid “hallucinations”… ex. Keep these focused with a clear output
It’s not just about giving it tasks—it’s about training it to think the way you want it to. Then using good communication to configure your bot.
Custom GPTs I use every week to save time and move faster
I love to name my Custom GPTs. It’s not necessary… but my creative heart is happy when there’s an entire persona around my bots.
Billie: My Messaging Strategist (Custom GPT)
Billie is trained on my full messaging strategy session. She’s part of my client onboarding process now. She’s also available for anyone who wants help clarifying their brand voice and offer positioning. So yay for you! You get to try her on your own even if we’re not working together 1:1.
Instead of filling out long forms, clients have a conversation with Billie.
She makes the process interactive and gets clarity wins before clients even hop on our first Strategy Session. Billie does all this:
- Asks guided questions.
- Summarizes key brand voice elements.
- Helps users articulate what they really mean.
- Delivers an editable messaging playbook that we can run with.
- She even starts to work through playbook edits with the user.
Billie also sets expectations before you begin. She walks users through the timeline, process, and what they’ll need to complete their messaging playbook.
This Custom GPT has completely changed how I start messaging projects.
Want to Use Billie Without Working With Me 1:1? You can. Billie is available inside The Biz Bar as a standalone tool—no coaching required.
She’s ideal for business owners who:
- Know their offer but need help articulating it
- Want strategy-backed messaging without booking a full session
- Are refining or repositioning and want clarity fast
Sage: My Website Copywriter (Custom GPT)
I write a lot of website and funnel copy, so having Sage means I’m never starting from zero if I don’t want to now.
Sage is trained on:
- My website copy frameworks
- My past pages and launch copy
- My brand voice and structure preferences
When I’m working on a new offer or testing a funnel, I can ask Sage to:
- Outline key sections
- Suggest angle variations
- Draft options based on proven structures
She’s not a default ChatGPT assistant guessing what I want. She’s a co-creator who follows the strategic process I trained her on. It’s like having someone I can talk about my ideas with and choose the best angles to test first.
This Custom GPT saves time, supports iteration, and helps me move faster when I’m testing new ideas. Which we should all be doing these days… The online marketing world is changing fast. Keeping up will come from data-based decisions and repeated tests.
Cove: My Content Repurposing Powerhouse (Custom GPT)
Cove my repurposer GPT might be my favourite right now. She actually wrote this blog post, but it’s not shitty or content scraped from the internet because she’s trained to only use my inputs, and credit any related external links. She takes my YouTube videos and turns them into:
- Optimized YouTube descriptions
- Keyword-optimized blog posts
- Email teasers
- LinkedIn posts
- Reels hooks
- Pinned YouTube comments
She’s trained on all the usual things, but also:
- My repurposing systems
- My formatting and frameworks
- My voice and brand tone
- SEO and GEO… which is generative search optimization… like getting ChatGPT to recommend you to other users
What makes Cove different from default ChatGPT:
- She asks for my keyword strategy before writing
- She follows my formatting exactly
- She leaves placeholders where I need to add personal examples or data
This Custom GPT alone saves me hours every week. This means every piece of content is aligned, strategic, and ready to go. Faster than ever before. I’m obsessed.
Use It If… Quick Summary of GPT Use Cases
Billie the Messaging Strategist
Use this Custom GPT if you need help clarifying your brand voice or repositioning your offer. Best for business owners looking to build or refine their messaging playbook.
Sage the Website Copywriter
Use this Custom GPT when writing a new website, sales page, or funnel content. Best for copywriters and service providers who want strategy-backed structure and variation ideas.
Cove the Content Repurposer
Use this Custom GPT to repurpose video scripts or long-form content into blog posts, emails, and social media. Best for content-heavy businesses that want aligned, efficient output across platforms.
More Ways I’m Using Custom GPTs
The 3 bots above are just a few examples. But I’ve also built or am working on the following Custom GPTs for myself and clients…
- Blog writing
- Email sequences
- Lead qualification and intake
- Launch planning
- Program onboarding
Anywhere there’s a repeatable system or set of questions, a Custom GPT can help.
Whether it’s saving time, clarifying messaging, or helping a client move through a workflow… These tools reduce the decision fatigue that slows so many of us down.
Why Custom GPTs Work Better Than Default ChatGPT
Let’s be honest… Default ChatGPT is only helpful if you already know what you’re doing for the deliverable you want. You need to feed it the strategy to get a good output. Custom GPTs flip that because the strategy is built-in if you design it right.
Custom GPTs can…
✅ Follow your process.
✅ Use your voice.
✅ Stick to your formats.
✅ Get better the more you use them.
And they actually do the work you need them to do instead of just suggesting 10 other unrelated ideas to distract you.
Want a Custom GPT Built Around Your Business?
If you’re tired of repeating yourself, starting from scratch, or babysitting your tools, let’s change that. Or honestly, if you just want to elevate your marketing and client workflows with cool new tools. Because on the other side? It’s pretty sweet what we can do. Let’s connect to build a custom AI tool that works for you.
