How to become the obvious choice over AI - gaining trust with psychological heuristics
When your ideal client is ready to buy, they won’t remember a sea of generic options—they’ll remember you. In this episode, discover how to capitalize on your business promotional video podcast to become the obvious choice over AI by becoming the vivid, trusted memory in your client’s mind. Learn the psychological shortcuts that drive premium sales, how to stand out in an AI-saturated world, and why your authentic human voice is your most powerful marketing tool. If you want to be the first—and only—solution your clients think of when it matters most, listen to this episode.
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If you like, what you see and listen to on my podcast channels and social media, these are the tools I use. They all offer a free trial period, I only get a small financial commission, if you become their customers, using my following affiliate links:
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Podbean https://www.podbean.com/esw
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Descript https://get.descript.com/creatingreorganized
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Typeform https://typeform.cello.so/FxXD1YT3V9z
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Thinkific https://get.thinkific.com/give-a-month-program/?gam=b1a5dca9a5
For integrating email marketing automation and website building, hosting and customer relationship management:
ActiveCampaign https://try.activecampaign.com/creatingreorganized
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Metricool https://s.mtrbio.com/DMOGXJ
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About me:
In my day job as a psychology professor, I teach my bachelor and master students in real life, how to reorganize processes in a goal-directed and future-proof way in companies. That’s what I had done for a living as a former IT strategy consultant.
For my own career coaching business on the side, I can only dedicate a fraction of my time – because I prioritize care work for my little children. I face the same or similar challenges like all small business owners. So, I applied all my experience and knowledge to create my other video podcast #PostdocTransformation to streamline my social media marketing and to boost sales of my coaching, e-courses and affiliate products or services.
I strategically capitalize on professional tools to scale my impact according to my vision of life.
Thank you for listening and sharing our CreatingReorganized with your small business owner besties!
If you would give us a 5-star rating and review, share that and tag me on your social media, – you will get a free 15 min discovery call!
Cheers, Eleonore
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Video podcasting.
(00:01):
It is the most efficient medium formaking your authentic self vividly
available to your high ticket client.
the moment when yourclients open their wallet,
Their mind won't recall a generic keyword.
Their mind will recall avivid human memory of you.
Creating,
(00:25):
creating, reorganize, creating.
If you are a founder of your smallbusiness and have no time to waste
or really struggle to do your socialmedia marketing, you will enjoy
(00:49):
our creating reorganized show.
In my day job as a psychology professor,I teach my veteran Master's students in
real life how to reorganize processesin a goal-directed and future-proof way.
In companies, and that's whatI have done for a living as a
former IT strategy consultant formy own career coaching business.
On the side, I can only dedicatea fraction of my time because you
(01:11):
know, I prioritize care work formy little children, I face the
same or similar challenges likeall small business owners, so.
I applied all my experience andknowledge to create my other video
podcast PostdocTransformation Show, tostreamline my social media marketing and
to boost sales of my coaching e-coursesand affiliate products or services.
(01:33):
I strategically capitalize onprofessional tools to scale my impact
according to my vision of life.
Listen and subscribe to this creatingReorganized show, so you will learn
to do this same for your own business.
To build the no like and trustfactor and to boost sales of
your services or products.
Please also ask your business specificquestions because for the next seasons,
(01:55):
I envision interview episodes withaspiring and new founders like you.
If you wanna get yourcreative reorganized.
According to your vision of life.
As in every episode at the end, I willwrap everything up from a psychological
method, theory, or concept point of view.
So stay tuned until the end of thisepisode, especially if you are my
(02:15):
Bachelor master's student in real life.
I would love for you to take notes andmaybe even already recognize my arguments.
Dear CreatingReorganizer welcomeback to the Creating Reorganized
Show, the show that helps you thebusiness owner use a strategic video
podcast to market and sell your uniqueservices 24 7 365 without burnout.
(02:42):
I'm your host, Prof. Dr. EleonoreSoei-Winkels, and I'm here to reorganize
your thinking about marketing.
This isn't theory for theory's sake, okay?
So this is your battle planfor making your business the
client's automatic choice.
If you are worried that yourtime and money spent on marketing
(03:02):
is getting lost in the noise.
This episode, how to Make Your VideoPodcast the obvious Choice over AI,
or also called the trust shortcutleveraging psychological heuristics
is your roadmap into premium sales.
So let's get a little bit scientific abouthow to sell with your unique human voice.
Okay, so maybe you fear invisibility inthe AI fog, and I totally understand that.
(03:29):
You are a service based or premiumproduct based entrepreneur, and
your ideal client is looking for aproven expertise, not a commodity.
They are paying a premium becausethey need results and trust.
Yet the entire internet is now beingsaturated by content that is technically
(03:50):
fluent, but ethically hollow AI is thefactory of the generic average, right?
So the danger here isn't thatAI will be better than you.
The danger is that AI will makeyou look like one of the other
10,000 generic options, right?
So, Kahnemann has formalized,what happens next?
(04:11):
He said, the human brain of your clientuses two systems for decision making.
System number one is fast thinking.
This is the emotion intuitive decisionmaker and relies on heuristics, mental
shortcuts to make snap judgements.
It's automatic, emotional andresponsible for the majority of everyday
(04:34):
choices, especially who to trust.
And system number two is slowthinking, this is the accountant
in your client's brain.
It's deliberate, rational,logical, and engages, especially
when the problem is complex.
It involves comparing spreadsheets,reading lengthy white papers
(04:56):
and negotiating prices.
Crucially system number two is effortfuland well, the brain hates effort.
So here's the problem.
The generic AI content forces your clientinto system two thinking when they have
to spend weeks sifting through sameness.
Their brain experiences cognitivefriction, and decision paralysis,
(05:19):
they delay the purchase because theydon't know which one to choose, or
they default to the lowest price.
Yeah.
We live in a cost sensitiveeconomy, and this is where you,
the high value provider, can lose.
So your video podcast must activate yourclient system number one, so that the
choice of hiring you or buying with you isintuitive, fast, and emotionally certain.
(05:45):
You must become the cognitiveshortcut to their solution.
That's why I put so much strategic effortin creating my social clips as a branded
fun and engaging billboard and teaser forencouraging viewers on social media to
listen to my in-depth podcast episodes.
(06:07):
And then how can we now thinkof activating system one?
We wanna activate system one with theavailability heuristic by Kahnemann and
Tversky Okay, so the first weapon in ourpsychological arsenal is the availability
heuristic, and that heuristic statesthat we judge the frequency, likelihood,
and importance of something based on howquickly and vividly examples come to mind.
(06:32):
And that is why I post daily, on multipletimes even, on social media platforms.
If you have seen dramatic news aboutmilitary drones, for example, you'll
overestimate the risk of being attacked.
The brain defaults to the informationthat is most readily available.
(06:53):
So how can this be appliedto video podcasting?
Your video podcast must be themost available solution in your
client's mind when they facetheir core business solution.
So text graphics and staticimages are low impact stimuli.
That's boring.
But a video of your face, yourvoice, and your specific energetic
(07:14):
point of view is high impact,and it is a dense, emotionally
rich piece of data that the brain
stores efficiently.
That is why I have so many moving partsin my social clips, you can see the
logo moving up from here to here youcan see the podcast covers like move
here or here you can see my image.
(07:35):
And also my closed captions,everything, moves two to three seconds.
And when that pivotal momentarrives, the moment when your
clients open their wallet,
Their mind won't recall a generic keyword.
Their mind will recall avivid human memory of you.
That is why I chose my social clipsstyle to be very different to what
(07:59):
you usually see on social media.
You also hear me singing my own jingles.
It's uniquely me and corresponds to myIT strategy and psychologically driven
way of thinking in an authentic way.
And that really remindsme on my own career leap.
Okay.
So when I jumped from neuroscienceand academia into IT, strategy at
(08:20):
Aldi South, my survival strategywas initially conformity, okay?
Dark suits, corporate lingo, blending in.
And to be honest, visually, Iwas very easy to categorize.
I wanted acceptance and I achieved itby minimizing my distinct features.
But that level of professionalavailability was only useful within
(08:44):
a controlled existing system.
That was at Aldi South, forexample, in that career level.
Well, it was system two marketing.
I was just one IT analyst among others.
As I progressed into consulting andalso then started my own business, I
realized that the cost of blending inwas invisibility in the market and my
(09:08):
expertise, compound skills from a PhDin neuroscience and IT analyst role and
a professorship in psychology was beingobscured by a generic corporate uniform.
So I was actually losingmy availability advantage.
So my strategic shift was then toembrace my exotic outlier status.
(09:29):
I was called an exotic outlier,so why not being proud about that?
Okay, so the Chinese, Indonesianimmigrant, the psychologist, the
mother, the IT strategist, this wholedelivered through a video podcast
is vivid, memorable, and unique.
It is data that the braincan recall instantly.
(09:51):
That is why we do video podcasting.
It is the most efficient medium formaking your authentic self vividly
available to your high ticket client.
so let's go to the next chapter, shall we?
That is engineeringthe prototype of trust.
(10:12):
Okay, so we already talked aboutthe availability realistic.
Being available is step one,but one memory is the client
recalling and that leads us tothe representativeness heuristic.
So this is a critical shortcut.
We assess probability byshowing how similar an object
(10:34):
or person is to a preexistingmental prototype or stereotype.
If a person looks like a prototype ofa successful entrepreneur, we instantly
rate their success probability higher,often ignoring base rate statistical data.
So here's the problem for entrepreneurs.
If you are an innovative, modern business.
(10:56):
The client might be holding anoutdated prototype in their mind,
so you need to actively replace thatold stereotype with your unique,
compelling prototype of expertise.
Like who do you picture as a professor?
White, male, old?
Well, maybe I'm old, but I'mnot white and not male, right?
(11:17):
So your video podcast is yourplatform to continuously flash
this new, trustworthy prototype.
It's not about being perfect.
It's about representing thesolution to the client's problem
with unmistakable clarity.
So let's do a three step prototype audit.
You need to audit your own brandrepresentation to ensure you are
(11:41):
creating the right prototype.
Step one, the anti AI audit.
Look at your top three competitors.
What are they saying and doingthat sounds generic or AI ish.
Your prototype must do the exact opposite.
If they're all stiff andnormal, your prototype must be
energetic and conversational.
If they use stock imagery.
(12:02):
Your prototype must usecustom human centric visuals.
Your difference must make a difference.
Step number two, the compounding skills.
Look at your prototype list, the threemost contrasting skills you possess.
For me, it's, I'm a psychologist,so I understand behavior.
(12:22):
I'm an IT strategist so I cancreate efficient systems, and I'm
a professor so I can do teaching.
This blend is my prototype for astrategist who knows how humans work.
So what is yours?
Your video podcast should dedicateentire episodes like we do here
on Creating Reorganize and also onmy PostdocTransformation Show to
(12:44):
showcasing how these skills combine.
You are building the evidence for therepresentativeness heuristic, you are the
only one who looks like that solution.
Step number three, the mompreneur filter.
Honestly, this is the mostpersonal and most powerful step.
What non-traditional trait areyou hesitant to share but actually
(13:06):
attracts your ideal client whilerepelling non-ideal clients?
To be honest, it took me fiveyears to confidently mention
my child on social media.
I'm not showing my child around.
I'm just saying proudly, I am a mom.
Why?
I have to say I was afraid of judgment.
(13:26):
Afraid of not fitting the corporateprototype of a serious leader.
To embrace mompreneur was the key.
And I added mompreneur on my LinkedInprofile also because my former
team member and alumni student,Priscila Schultze suggested that.
This personal detail became therepresentativeness heuristic
for my ideal client, the highachieving time constrained
(13:49):
professional who values strategicefficiency and work life balance.
And my personal lifebecame a trust shortcut.
If I can successfully manage aprofessorship, two podcasts and
my family, I must be the ultimateexpert in reorganizing for success.
And this deliberate, authenticprototype is what makes the difference.
(14:12):
It bypasses the system two logic andhits the system one gut feeling so.
The verdict is, I trust Eleonore.
She gets my struggle.
All right, let's go to the next heuristic.
(14:32):
So hand in hand with representativenessis the recognition heuristic
by Gigerenzer and Goldstein.
So this is simple, if one of twooptions is recognized, and the
other one is not, infer that therecognized object has the higher value.
Okay, so your strategic video podcastis this engine for recognition.
(14:54):
And you must ensure consistentvisuals, consistent quality,
and consistent distribution.
This is where your ITstrategy tools come in.
You cannot rely on manualprocesses for consistency.
You need automation as your systemtwo executor so you can focus
on your system one creativity.
(15:17):
So here's the tool that I usefor cross platform recognition.
I use Metricool because it allows meto efficiently maintain a consistent
brand image and messaging acrosshigh impact platforms like LinkedIn.
Instgram, Pinterest.
So my face, my brand colors, andstrategic takeaways are synchronized.
(15:38):
This constant high quality exposureactivates the recognition heuristic
so that when a client finally needsto choose, your business name is
the one that is instantly recognizedand therefore deemed more valuable.
You are the recognized expert.
You are the premium choice.
(15:58):
I also use ActiveCampaignfor funnel consistency.
So when a client downloads a lead magnetor fills out a form, ActiveCampaign steps
in to ensure the follow up communicationis consistent with the authority and
tone established in the video podcast.
This consistency reinforces theprototype and moves them further
(16:20):
down the funnel without you havingto manually chase every lead, right?
So this is an essential step, intransitioning from a recognized face and
brand to a trusted financial commitment.
This entire foundation is builton making the process of choosing
you effortless for the client.
(16:40):
The harder they have to thinksystem two, the less likely they
are to buy your premium service.
Now let's go to the next section.
That is the strategic implementation.
we have just strategized?
Okay, so
we have to build thepsychological foundation.
We must be available andrepresentative to activate the
(17:01):
client's fast emotional system one.
The final most powerful driver of humandecision making, especially for high
ticket purchases is loss aversion.
So we wanna sell by preventing pain.
Okay, so let's talk about Kahnemann andTversky's Prospect theory, and that tells
us the psychological impact of a loss,which is approximately twice as powerful
(17:26):
as the impact of an equivalent gain.
We can think of the time spent oninefficient manual production, loss of
authority, invisibility in the age ofai, loss of scalability, like in my case,
that is an income ceiling being stuck,trading hours for money, and this is where
(17:47):
your strategic tech stack becomes your
loss prevention system.
I chose my affiliate partners becausethey are the most efficient and powerful
anti burnout tools for a premiumfocused small business owner, each
one of them is designed to counteracta specific entrepreneurial loss.
Okay, so for example, withPodbean I avoid the loss of
(18:10):
reach and professional authority.
So using a non-dedicated hosting solution,just like uploading to YouTube, which
sacrifices professional polish, limitsautomated distribution and loses the
massive authority that comes frombeing on all major podcast directories.
This is a loss of authority in marketresearch, even though it's a growing
(18:33):
platform, but everybody can be onYouTube, but not everybody can be on
Spotify and YouTube and Podbean and allthe other major podcast players, right?
So my solution is using Podbean.
It's a reliable enterprise grade host.
And it's non-negotiablefor our premium business.
(18:53):
Podbean ensures my video podcastcontent is distributed to every
major audio and video platform, itremoves the risk of technical failure
or platform specific limitations.
The Podbean business plan is keybecause it includes unmetered
video and audio storage.
Okay?
It means you never have to worry aboutthe cost of consistency, which is
(19:18):
a huge psychological relief, right?
I can have a dedicated brandedwebsite, even if I already have
one, it's really beautiful.
This ensures that even if youdon't have a custom domain,
you can have an immediate professionalhome base that reinforces your
prototype being professional, right?
(19:38):
So then you can also have the advancedanalytics, and that is the avoid of
loss of strategic insight, right?
Knowing exactly where your premiumclients are engaging to which topics
they resonate with allows you tofocus your precious time on the
channels that actually derive results.
So for me, Podbean transforms astressful technical risk into a reliable,
(20:03):
consistent availability machine.
Okay.
I have another tool that I swear by,which is Descript, and that for me is the
tool, how I can avoid the loss of time,which is also my personal podfade killer.
Okay.
So I dunno whether you have alreadyexperienced this, but it's so crushing
(20:24):
to lose time and energy spent on manualvideo editing that is quite mechanical
and this is the main cause of podfade andultimately the entrepreneurial burnout.
I mean, you don't wannabe a podcaster, right?
You wanna use your video podcast to marketyour business and sell your services.
(20:46):
You don't wanna become anaudio and video editor, right?
For me, this is the lossof my own family time.
Okay?
So I use Descript and I cannotstress enough how Descript with
its text-based editing is theultimate weapon against this loss.
I literally edit my videos bydeleting words from a transcript.
(21:07):
It's like having an AI assistant thatunderstands human language, not just code.
Okay?
So for me.
I don't know whether you remember,but in my other video podcast, the
PostdocTransformation Show, at episode22, I was almost hitting podfade and this,
you know, this manual editing, the closetrecording, it was a massive time sink.
(21:31):
And the switch to remote interviewsvia Squadcast, which was then acquired
by Descript, and then the discoveryof Descript's text-based editing was
my crucial IT strategic decision.
It was a move to avoid the loss ofthe entire business due to burnout
and features like studio sound andthe automatic removal of filler words
(21:55):
are loss prevention mechanisms thatguarantee professional quality without
any system two effort from you.
They ensure you maintain theirrepresentativeness prototype
even when you are exhausted.
Okay, so, why are we doing this all here?
(22:18):
To attract new leads, right?
So it's lead generation.
ActiveCampaign and TypeForm gohand in hand and help me to avoid
the loss of qualified lead focus.
Spending precious time chasinglow value leads are having leads
drop out of your funnel due togeneric, irrelevant follow up.
(22:40):
This is a loss of return oninvestment on your strategic effort.
Right?
And by the way, if return oninvestment doesn't ring a bell,
we already talked about it.
And if you wanna reflect onthat again, you can find it
as linked in the show notes.
So my solution isActiveCampaign and TypeForm.
While TypeForm creates engaging,beautiful, non-intimidating data
(23:04):
capture forms like quizzes orapplications, ActiveCampaign then uses
that data to automatically segment.
That is important with the help ofai, personalize and nurture the lead.
So this combination allows you toimplement a behavioral economics
concept called framing effect.
(23:25):
That is presenting information in a waythat guides the client's decision, right?
So your Typeform quizcan frame the problem.
Like, are you struggling with x,Y, or is that the pain points?
And then actual campaign can frame yoursolutions as the only way to avoid the
loss of X through your strategic service.
(23:46):
So you avoid the loss of a genericemail list and gain a hyper
segmented, responsive audience.
And this is the strategic funnel thatsupports your high ticket premium service,
ensuring every minute that your videopodcast creation is maximally leveraged.
Alright?
And then the inevitable loss of momentumcaused by the manual platform scheduling,
(24:11):
and posting of your promotional content.
This breaks the recognition heuristicand allows your prototype to fade
from memory, and you don't want that.
So Metricool is a single powerfuldashboard for scheduling, monitoring,
and analyzing your performances acrossall visual and professional platforms,
which is, in my case, LinkedIn,Instagram, Pinterest, and TikTok.
(24:33):
Here's how Metricool can help you.
It ensures that video podcast socialclips, audiograms, or quote cards
are consistently presented withyour authentic branding across every
digital habitat where your client.
So this consistent visualpresence is how you maintain the
(24:53):
representativeness heuristic.
Always looking like the high qualityprofessional choice and keep your
brand highly available withoutthe manual constant time loss.
As we conclude our deep dive intothe psychology of trust, we come to
the final emotional heuristic thatinfluences your client's memory.
(25:14):
That is the peak end rule.
Kahnemann found that people don'tremember the average of an experience.
They remember the most intense moments,the peak, and how it concluded.
Your video podcast productionmust be organized to deliver this.
The peak could be the core aha, strategicinsight you deliver in the middle of
(25:36):
the episode, or a moment of powerfulvulnerability that creates an intense
feeling of human connection and trust.
And then the end, the final, clearand positive call to action that
leaves them feeling confident,informed, and ready to act.
So this means you can have atechnically imperfect episode.
(26:00):
That sounds not optimal, but if the corestrategic advice is brilliant, the peak
and the final message is clear, the end,the overall experience will be stored in
their memory as a massive net positive.
All right, so now let's frame your videopodcast, not as a marketing task, but
(26:25):
as a crucial business strategy move.
Okay.
So we're using Michael Porter'sfive Forces, the Benchmark Model for
Understanding Market Competition.
So you are a scaling business owner.
Your video podcast directlydefends against aggressive forces.
For instance, threat of new entrance.
(26:45):
That is the barrier to entry.
A new competitor cannot replicate yourvideo podcasts, authentic human authority
and vivid availability overnight.
This personalized trust takes timeand consistency, creating a durable,
high effort barrier for them to cross.
(27:06):
Your investment in a strategicvideo podcast isn't a cost, it's
an investment in strategic defense.
So I remember in my IT strategy consultingcareer, I faced intense rivalry from
massive firms looking at my firmversus the others, and also numerous
talented colleagues within Accenture.
(27:29):
And my survival or career valuecame down to one thing, strategic
differentiation that created a marketbarrier internally, but also externally.
My colleagues typically had eithera pure IT or business background,
or a soft skills background.
I was uniquely positioned because I coulddraw on both of my psychological expertise
(27:52):
and my IT and business strategy skills.
Additionally, my fluency in Englishgave me a superior edge over many German
only speaking peers and supervisors.
And that was my uniqueunassailable compounding advantage.
My competitors could replicate myIT skills, sure, but they could not
(28:13):
replicate easily my unique blend ofa PhD in neuroscience IT strategy,
experience, and also multilingualand multicultural capability.
I established a barrier to entry that wassimply too high for many of them to climb.
So, Over to you again.
Your video podcast combinedwith a strategic tech stack
(28:36):
is your unique barrier.
It's the visual, audible proofof your compounding skills
that your rivals cannot copy.
So taken together, when you use yourunique human voice to become the trusted
prototype that is instantly availablein your client's mind, you achieve true
(28:59):
success, higher sales through authority,
Better return on investment fromhyper efficiency, and more time
for the things that truly matteraccording to your vision of life.
And this is the goal ofcreating reorganized.
It's strategy over struggle.
It's human connection over AI noise.
(29:19):
So if you are an established smallbusiness owner, already succeeding,
but lack the bandwidth to implementthis complex psychological and
IT strategic system, the Descriptworkflow, the Podbean authority,
the ActiveCampaign funnel, you have
the loss of momentum and theloss of the next level of income.
(29:40):
This is why we have created thiscreating reorganized podcasting service.
We are offering a premium white labeldown for you service that handles
the entire system to strategic setup
and production.
We build the exact system we discussedtoday tailored to your unique brand.
We ensure that your authentic humanvoice, your unique prototype, is
(30:05):
engineered for maximum availability andrepresentativeness, all to prevent the
devastating loss of time and sales thatcomes from trying to do it all yourself.
This is the ultimate IT strategic decisionfor the business owner ready to scale.
Don't let the fear of complexityor the threat of AI invisibility
(30:29):
cause you to lose your edge.
Now go to the show notes to sign upfor the wait list for the Creating
Reorganized Podcasting service.
That is your ultimate way to avoidthe loss of your precious time and to
guarantee your path to premium sales.
Until next time.
Happy creating, reorganizedaccording to your vision of life.
(30:52):
Do you wanna start your own site businessas a runway for your better future?
Then you will benefit from ourfree business readiness quiz
as linked in the show notes.
Are you a small business ownerand wanna create sustainable
marketing and sales content?
Try video podcasting aboutyour service or product.
Like I do in my PostdocTransformationShow, I'm a mom of two kids in
(31:14):
school and a professor and I haveno time to lose running my business.
And if you also wanna save time andenergy, you is adopted evergreen strategy.
You can easily derive count asvaluable social media content from
just one video podcast episode.
You can quickly attract a broad audience.
Across many social media platforms andthen nurture them into leads and clients
(31:38):
in their ears and emails while youlive according to your vision of life.
Let me teach you creating reorganized.
If you're ready to dive in andstart your own podcasting journey,
I highly recommend checking outthe tools I mentioned earlier.
Pot Bean Ds script, TypeForm,ActiveCampaign, think of and metrical.
Each of these services has mademy podcasting business experience
(32:00):
smoother and more efficient, and Itrust that they can help you too.
Thank you for listening toour Creating Reorganized show.
If you found this episode.
Helpful.
Please subscribe, share it withyour business friends, and leave
a on your favorite podcast player.
Your feedback helps me as a smallbusiness owner to serve more
small business owners for free.
(32:21):
So thank you.
I'm your host, Prof. Dr. EleonoreSoei-Winkels and now I wish you
a happy creating reorganizedaccording to your vision of life.
Video podcasting.
(00:01):
It is the most efficient medium formaking your authentic self vividly
available to your high ticket client.
the moment when yourclients open their wallet,
Their mind won't recall a generic keyword.
Their mind will recall avivid human memory of you.
Creating,
(00:25):
creating, reorganize, creating.
If you are a founder of your smallbusiness and have no time to waste
or really struggle to do your socialmedia marketing, you will enjoy
(00:49):
our creating reorganized show.
In my day job as a psychology professor,I teach my veteran Master's students in
real life how to reorganize processesin a goal-directed and future-proof way.
In companies, and that's whatI have done for a living as a
former IT strategy consultant formy own career coaching business.
On the side, I can only dedicatea fraction of my time because you
(01:11):
know, I prioritize care work formy little children, I face the
same or similar challenges likeall small business owners, so.
I applied all my experience andknowledge to create my other video
podcast PostdocTransformation Show, tostreamline my social media marketing and
to boost sales of my coaching e-coursesand affiliate products or services.
(01:33):
I strategically capitalize onprofessional tools to scale my impact
according to my vision of life.
Listen and subscribe to this creatingReorganized show, so you will learn
to do this same for your own business.
To build the no like and trustfactor and to boost sales of
your services or products.
Please also ask your business specificquestions because for the next seasons,
(01:55):
I envision interview episodes withaspiring and new founders like you.
If you wanna get yourcreative reorganized.
According to your vision of life.
As in every episode at the end, I willwrap everything up from a psychological
method, theory, or concept point of view.
So stay tuned until the end of thisepisode, especially if you are my
(02:15):
Bachelor master's student in real life.
I would love for you to take notes andmaybe even already recognize my arguments.
Dear CreatingReorganizer welcomeback to the Creating Reorganized
Show, the show that helps you thebusiness owner use a strategic video
podcast to market and sell your uniqueservices 24 7 365 without burnout.
(02:42):
I'm your host, Prof. Dr. EleonoreSoei-Winkels, and I'm here to reorganize
your thinking about marketing.
This isn't theory for theory's sake, okay?
So this is your battle planfor making your business the
client's automatic choice.
If you are worried that yourtime and money spent on marketing
(03:02):
is getting lost in the noise.
This episode, how to Make Your VideoPodcast the obvious Choice over AI,
or also called the trust shortcutleveraging psychological heuristics
is your roadmap into premium sales.
So let's get a little bit scientific abouthow to sell with your unique human voice.
Okay, so maybe you fear invisibility inthe AI fog, and I totally understand that.
(03:29):
You are a service based or premiumproduct based entrepreneur, and
your ideal client is looking for aproven expertise, not a commodity.
They are paying a premium becausethey need results and trust.
Yet the entire internet is now beingsaturated by content that is technically
(03:50):
fluent, but ethically hollow AI is thefactory of the generic average, right?
So the danger here isn't thatAI will be better than you.
The danger is that AI will makeyou look like one of the other
10,000 generic options, right?
So, Kahnemann has formalized,what happens next?
(04:11):
He said, the human brain of your clientuses two systems for decision making.
System number one is fast thinking.
This is the emotion intuitive decisionmaker and relies on heuristics, mental
shortcuts to make snap judgements.
It's automatic, emotional andresponsible for the majority of everyday
(04:34):
choices, especially who to trust.
And system number two is slowthinking, this is the accountant
in your client's brain.
It's deliberate, rational,logical, and engages, especially
when the problem is complex.
It involves comparing spreadsheets,reading lengthy white papers
(04:56):
and negotiating prices.
Crucially system number two is effortfuland well, the brain hates effort.
So here's the problem.
The generic AI content forces your clientinto system two thinking when they have
to spend weeks sifting through sameness.
Their brain experiences cognitivefriction, and decision paralysis,
(05:19):
they delay the purchase because theydon't know which one to choose, or
they default to the lowest price.
Yeah.
We live in a cost sensitiveeconomy, and this is where you,
the high value provider, can lose.
So your video podcast must activate yourclient system number one, so that the
choice of hiring you or buying with you isintuitive, fast, and emotionally certain.
(05:45):
You must become the cognitiveshortcut to their solution.
That's why I put so much strategic effortin creating my social clips as a branded
fun and engaging billboard and teaser forencouraging viewers on social media to
listen to my in-depth podcast episodes.
(06:07):
And then how can we now thinkof activating system one?
We wanna activate system one with theavailability heuristic by Kahnemann and
Tversky Okay, so the first weapon in ourpsychological arsenal is the availability
heuristic, and that heuristic statesthat we judge the frequency, likelihood,
and importance of something based on howquickly and vividly examples come to mind.
(06:32):
And that is why I post daily, on multipletimes even, on social media platforms.
If you have seen dramatic news aboutmilitary drones, for example, you'll
overestimate the risk of being attacked.
The brain defaults to the informationthat is most readily available.
(06:53):
So how can this be appliedto video podcasting?
Your video podcast must be themost available solution in your
client's mind when they facetheir core business solution.
So text graphics and staticimages are low impact stimuli.
That's boring.
But a video of your face, yourvoice, and your specific energetic
(07:14):
point of view is high impact,and it is a dense, emotionally
rich piece of data that the brain
stores efficiently.
That is why I have so many moving partsin my social clips, you can see the
logo moving up from here to here youcan see the podcast covers like move
here or here you can see my image.
(07:35):
And also my closed captions,everything, moves two to three seconds.
And when that pivotal momentarrives, the moment when your
clients open their wallet,
Their mind won't recall a generic keyword.
Their mind will recall avivid human memory of you.
That is why I chose my social clipsstyle to be very different to what
(07:59):
you usually see on social media.
You also hear me singing my own jingles.
It's uniquely me and corresponds to myIT strategy and psychologically driven
way of thinking in an authentic way.
And that really remindsme on my own career leap.
Okay.
So when I jumped from neuroscienceand academia into IT, strategy at
(08:20):
Aldi South, my survival strategywas initially conformity, okay?
Dark suits, corporate lingo, blending in.
And to be honest, visually, Iwas very easy to categorize.
I wanted acceptance and I achieved itby minimizing my distinct features.
But that level of professionalavailability was only useful within
(08:44):
a controlled existing system.
That was at Aldi South, forexample, in that career level.
Well, it was system two marketing.
I was just one IT analyst among others.
As I progressed into consulting andalso then started my own business, I
realized that the cost of blending inwas invisibility in the market and my
(09:08):
expertise, compound skills from a PhDin neuroscience and IT analyst role and
a professorship in psychology was beingobscured by a generic corporate uniform.
So I was actually losingmy availability advantage.
So my strategic shift was then toembrace my exotic outlier status.
(09:29):
I was called an exotic outlier,so why not being proud about that?
Okay, so the Chinese, Indonesianimmigrant, the psychologist, the
mother, the IT strategist, this wholedelivered through a video podcast
is vivid, memorable, and unique.
It is data that the braincan recall instantly.
(09:51):
That is why we do video podcasting.
It is the most efficient medium formaking your authentic self vividly
available to your high ticket client.
so let's go to the next chapter, shall we?
That is engineeringthe prototype of trust.
(10:12):
Okay, so we already talked aboutthe availability realistic.
Being available is step one,but one memory is the client
recalling and that leads us tothe representativeness heuristic.
So this is a critical shortcut.
We assess probability byshowing how similar an object
(10:34):
or person is to a preexistingmental prototype or stereotype.
If a person looks like a prototype ofa successful entrepreneur, we instantly
rate their success probability higher,often ignoring base rate statistical data.
So here's the problem for entrepreneurs.
If you are an innovative, modern business.
(10:56):
The client might be holding anoutdated prototype in their mind,
so you need to actively replace thatold stereotype with your unique,
compelling prototype of expertise.
Like who do you picture as a professor?
White, male, old?
Well, maybe I'm old, but I'mnot white and not male, right?
(11:17):
So your video podcast is yourplatform to continuously flash
this new, trustworthy prototype.
It's not about being perfect.
It's about representing thesolution to the client's problem
with unmistakable clarity.
So let's do a three step prototype audit.
You need to audit your own brandrepresentation to ensure you are
(11:41):
creating the right prototype.
Step one, the anti AI audit.
Look at your top three competitors.
What are they saying and doingthat sounds generic or AI ish.
Your prototype must do the exact opposite.
If they're all stiff andnormal, your prototype must be
energetic and conversational.
If they use stock imagery.
(12:02):
Your prototype must usecustom human centric visuals.
Your difference must make a difference.
Step number two, the compounding skills.
Look at your prototype list, the threemost contrasting skills you possess.
For me, it's, I'm a psychologist,so I understand behavior.
(12:22):
I'm an IT strategist so I cancreate efficient systems, and I'm
a professor so I can do teaching.
This blend is my prototype for astrategist who knows how humans work.
So what is yours?
Your video podcast should dedicateentire episodes like we do here
on Creating Reorganize and also onmy PostdocTransformation Show to
(12:44):
showcasing how these skills combine.
You are building the evidence for therepresentativeness heuristic, you are the
only one who looks like that solution.
Step number three, the mompreneur filter.
Honestly, this is the mostpersonal and most powerful step.
What non-traditional trait areyou hesitant to share but actually
(13:06):
attracts your ideal client whilerepelling non-ideal clients?
To be honest, it took me fiveyears to confidently mention
my child on social media.
I'm not showing my child around.
I'm just saying proudly, I am a mom.
Why?
I have to say I was afraid of judgment.
(13:26):
Afraid of not fitting the corporateprototype of a serious leader.
To embrace mompreneur was the key.
And I added mompreneur on my LinkedInprofile also because my former
team member and alumni student,Priscila Schultze suggested that.
This personal detail became therepresentativeness heuristic
for my ideal client, the highachieving time constrained
(13:49):
professional who values strategicefficiency and work life balance.
And my personal lifebecame a trust shortcut.
If I can successfully manage aprofessorship, two podcasts and
my family, I must be the ultimateexpert in reorganizing for success.
And this deliberate, authenticprototype is what makes the difference.
(14:12):
It bypasses the system two logic andhits the system one gut feeling so.
The verdict is, I trust Eleonore.
She gets my struggle.
All right, let's go to the next heuristic.
(14:32):
So hand in hand with representativenessis the recognition heuristic
by Gigerenzer and Goldstein.
So this is simple, if one of twooptions is recognized, and the
other one is not, infer that therecognized object has the higher value.
Okay, so your strategic video podcastis this engine for recognition.
(14:54):
And you must ensure consistentvisuals, consistent quality,
and consistent distribution.
This is where your ITstrategy tools come in.
You cannot rely on manualprocesses for consistency.
You need automation as your systemtwo executor so you can focus
on your system one creativity.
(15:17):
So here's the tool that I usefor cross platform recognition.
I use Metricool because it allows meto efficiently maintain a consistent
brand image and messaging acrosshigh impact platforms like LinkedIn.
Instgram, Pinterest.
So my face, my brand colors, andstrategic takeaways are synchronized.
(15:38):
This constant high quality exposureactivates the recognition heuristic
so that when a client finally needsto choose, your business name is
the one that is instantly recognizedand therefore deemed more valuable.
You are the recognized expert.
You are the premium choice.
(15:58):
I also use ActiveCampaignfor funnel consistency.
So when a client downloads a lead magnetor fills out a form, ActiveCampaign steps
in to ensure the follow up communicationis consistent with the authority and
tone established in the video podcast.
This consistency reinforces theprototype and moves them further
(16:20):
down the funnel without you havingto manually chase every lead, right?
So this is an essential step, intransitioning from a recognized face and
brand to a trusted financial commitment.
This entire foundation is builton making the process of choosing
you effortless for the client.
(16:40):
The harder they have to thinksystem two, the less likely they
are to buy your premium service.
Now let's go to the next section.
That is the strategic implementation.
we have just strategized?
Okay, so
we have to build thepsychological foundation.
We must be available andrepresentative to activate the
(17:01):
client's fast emotional system one.
The final most powerful driver of humandecision making, especially for high
ticket purchases is loss aversion.
So we wanna sell by preventing pain.
Okay, so let's talk about Kahnemann andTversky's Prospect theory, and that tells
us the psychological impact of a loss,which is approximately twice as powerful
(17:26):
as the impact of an equivalent gain.
We can think of the time spent oninefficient manual production, loss of
authority, invisibility in the age ofai, loss of scalability, like in my case,
that is an income ceiling being stuck,trading hours for money, and this is where
(17:47):
your strategic tech stack becomes your
loss prevention system.
I chose my affiliate partners becausethey are the most efficient and powerful
anti burnout tools for a premiumfocused small business owner, each
one of them is designed to counteracta specific entrepreneurial loss.
Okay, so for example, withPodbean I avoid the loss of
(18:10):
reach and professional authority.
So using a non-dedicated hosting solution,just like uploading to YouTube, which
sacrifices professional polish, limitsautomated distribution and loses the
massive authority that comes frombeing on all major podcast directories.
This is a loss of authority in marketresearch, even though it's a growing
(18:33):
platform, but everybody can be onYouTube, but not everybody can be on
Spotify and YouTube and Podbean and allthe other major podcast players, right?
So my solution is using Podbean.
It's a reliable enterprise grade host.
And it's non-negotiablefor our premium business.
(18:53):
Podbean ensures my video podcastcontent is distributed to every
major audio and video platform, itremoves the risk of technical failure
or platform specific limitations.
The Podbean business plan is keybecause it includes unmetered
video and audio storage.
Okay?
It means you never have to worry aboutthe cost of consistency, which is
(19:18):
a huge psychological relief, right?
I can have a dedicated brandedwebsite, even if I already have
one, it's really beautiful.
This ensures that even if youdon't have a custom domain,
you can have an immediate professionalhome base that reinforces your
prototype being professional, right?
(19:38):
So then you can also have the advancedanalytics, and that is the avoid of
loss of strategic insight, right?
Knowing exactly where your premiumclients are engaging to which topics
they resonate with allows you tofocus your precious time on the
channels that actually derive results.
So for me, Podbean transforms astressful technical risk into a reliable,
(20:03):
consistent availability machine.
Okay.
I have another tool that I swear by,which is Descript, and that for me is the
tool, how I can avoid the loss of time,which is also my personal podfade killer.
Okay.
So I dunno whether you have alreadyexperienced this, but it's so crushing
(20:24):
to lose time and energy spent on manualvideo editing that is quite mechanical
and this is the main cause of podfade andultimately the entrepreneurial burnout.
I mean, you don't wannabe a podcaster, right?
You wanna use your video podcast to marketyour business and sell your services.
(20:46):
You don't wanna become anaudio and video editor, right?
For me, this is the lossof my own family time.
Okay?
So I use Descript and I cannotstress enough how Descript with
its text-based editing is theultimate weapon against this loss.
I literally edit my videos bydeleting words from a transcript.
(21:07):
It's like having an AI assistant thatunderstands human language, not just code.
Okay?
So for me.
I don't know whether you remember,but in my other video podcast, the
PostdocTransformation Show, at episode22, I was almost hitting podfade and this,
you know, this manual editing, the closetrecording, it was a massive time sink.
(21:31):
And the switch to remote interviewsvia Squadcast, which was then acquired
by Descript, and then the discoveryof Descript's text-based editing was
my crucial IT strategic decision.
It was a move to avoid the loss ofthe entire business due to burnout
and features like studio sound andthe automatic removal of filler words
(21:55):
are loss prevention mechanisms thatguarantee professional quality without
any system two effort from you.
They ensure you maintain theirrepresentativeness prototype
even when you are exhausted.
Okay, so, why are we doing this all here?
(22:18):
To attract new leads, right?
So it's lead generation.
ActiveCampaign and TypeForm gohand in hand and help me to avoid
the loss of qualified lead focus.
Spending precious time chasinglow value leads are having leads
drop out of your funnel due togeneric, irrelevant follow up.
(22:40):
This is a loss of return oninvestment on your strategic effort.
Right?
And by the way, if return oninvestment doesn't ring a bell,
we already talked about it.
And if you wanna reflect onthat again, you can find it
as linked in the show notes.
So my solution isActiveCampaign and TypeForm.
While TypeForm creates engaging,beautiful, non-intimidating data
(23:04):
capture forms like quizzes orapplications, ActiveCampaign then uses
that data to automatically segment.
That is important with the help ofai, personalize and nurture the lead.
So this combination allows you toimplement a behavioral economics
concept called framing effect.
(23:25):
That is presenting information in a waythat guides the client's decision, right?
So your Typeform quizcan frame the problem.
Like, are you struggling with x,Y, or is that the pain points?
And then actual campaign can frame yoursolutions as the only way to avoid the
loss of X through your strategic service.
(23:46):
So you avoid the loss of a genericemail list and gain a hyper
segmented, responsive audience.
And this is the strategic funnel thatsupports your high ticket premium service,
ensuring every minute that your videopodcast creation is maximally leveraged.
Alright?
And then the inevitable loss of momentumcaused by the manual platform scheduling,
(24:11):
and posting of your promotional content.
This breaks the recognition heuristicand allows your prototype to fade
from memory, and you don't want that.
So Metricool is a single powerfuldashboard for scheduling, monitoring,
and analyzing your performances acrossall visual and professional platforms,
which is, in my case, LinkedIn,Instagram, Pinterest, and TikTok.
(24:33):
Here's how Metricool can help you.
It ensures that video podcast socialclips, audiograms, or quote cards
are consistently presented withyour authentic branding across every
digital habitat where your client.
So this consistent visualpresence is how you maintain the
(24:53):
representativeness heuristic.
Always looking like the high qualityprofessional choice and keep your
brand highly available withoutthe manual constant time loss.
As we conclude our deep dive intothe psychology of trust, we come to
the final emotional heuristic thatinfluences your client's memory.
(25:14):
That is the peak end rule.
Kahnemann found that people don'tremember the average of an experience.
They remember the most intense moments,the peak, and how it concluded.
Your video podcast productionmust be organized to deliver this.
The peak could be the core aha, strategicinsight you deliver in the middle of
(25:36):
the episode, or a moment of powerfulvulnerability that creates an intense
feeling of human connection and trust.
And then the end, the final, clearand positive call to action that
leaves them feeling confident,informed, and ready to act.
So this means you can have atechnically imperfect episode.
(26:00):
That sounds not optimal, but if the corestrategic advice is brilliant, the peak
and the final message is clear, the end,the overall experience will be stored in
their memory as a massive net positive.
All right, so now let's frame your videopodcast, not as a marketing task, but
(26:25):
as a crucial business strategy move.
Okay.
So we're using Michael Porter'sfive Forces, the Benchmark Model for
Understanding Market Competition.
So you are a scaling business owner.
Your video podcast directlydefends against aggressive forces.
For instance, threat of new entrance.
(26:45):
That is the barrier to entry.
A new competitor cannot replicate yourvideo podcasts, authentic human authority
and vivid availability overnight.
This personalized trust takes timeand consistency, creating a durable,
high effort barrier for them to cross.
(27:06):
Your investment in a strategicvideo podcast isn't a cost, it's
an investment in strategic defense.
So I remember in my IT strategy consultingcareer, I faced intense rivalry from
massive firms looking at my firmversus the others, and also numerous
talented colleagues within Accenture.
(27:29):
And my survival or career valuecame down to one thing, strategic
differentiation that created a marketbarrier internally, but also externally.
My colleagues typically had eithera pure IT or business background,
or a soft skills background.
I was uniquely positioned because I coulddraw on both of my psychological expertise
(27:52):
and my IT and business strategy skills.
Additionally, my fluency in Englishgave me a superior edge over many German
only speaking peers and supervisors.
And that was my uniqueunassailable compounding advantage.
My competitors could replicate myIT skills, sure, but they could not
(28:13):
replicate easily my unique blend ofa PhD in neuroscience IT strategy,
experience, and also multilingualand multicultural capability.
I established a barrier to entry that wassimply too high for many of them to climb.
So, Over to you again.
Your video podcast combinedwith a strategic tech stack
(28:36):
is your unique barrier.
It's the visual, audible proofof your compounding skills
that your rivals cannot copy.
So taken together, when you use yourunique human voice to become the trusted
prototype that is instantly availablein your client's mind, you achieve true
(28:59):
success, higher sales through authority,
Better return on investment fromhyper efficiency, and more time
for the things that truly matteraccording to your vision of life.
And this is the goal ofcreating reorganized.
It's strategy over struggle.
It's human connection over AI noise.
(29:19):
So if you are an established smallbusiness owner, already succeeding,
but lack the bandwidth to implementthis complex psychological and
IT strategic system, the Descriptworkflow, the Podbean authority,
the ActiveCampaign funnel, you have
the loss of momentum and theloss of the next level of income.
(29:40):
This is why we have created thiscreating reorganized podcasting service.
We are offering a premium white labeldown for you service that handles
the entire system to strategic setup
and production.
We build the exact system we discussedtoday tailored to your unique brand.
We ensure that your authentic humanvoice, your unique prototype, is
(30:05):
engineered for maximum availability andrepresentativeness, all to prevent the
devastating loss of time and sales thatcomes from trying to do it all yourself.
This is the ultimate IT strategic decisionfor the business owner ready to scale.
Don't let the fear of complexityor the threat of AI invisibility
(30:29):
cause you to lose your edge.
Now go to the show notes to sign upfor the wait list for the Creating
Reorganized Podcasting service.
That is your ultimate way to avoidthe loss of your precious time and to
guarantee your path to premium sales.
Until next time.
Happy creating, reorganizedaccording to your vision of life.
(30:52):
Do you wanna start your own site businessas a runway for your better future?
Then you will benefit from ourfree business readiness quiz
as linked in the show notes.
Are you a small business ownerand wanna create sustainable
marketing and sales content?
Try video podcasting aboutyour service or product.
Like I do in my PostdocTransformationShow, I'm a mom of two kids in
(31:14):
school and a professor and I haveno time to lose running my business.
And if you also wanna save time andenergy, you is adopted evergreen strategy.
You can easily derive count asvaluable social media content from
just one video podcast episode.
You can quickly attract a broad audience.
Across many social media platforms andthen nurture them into leads and clients
(31:38):
in their ears and emails while youlive according to your vision of life.
Let me teach you creating reorganized.
If you're ready to dive in andstart your own podcasting journey,
I highly recommend checking outthe tools I mentioned earlier.
Pot Bean Ds script, TypeForm,ActiveCampaign, think of and metrical.
Each of these services has mademy podcasting business experience
(32:00):
smoother and more efficient, and Itrust that they can help you too.
Thank you for listening toour Creating Reorganized show.
If you found this episode.
Helpful.
Please subscribe, share it withyour business friends, and leave
a on your favorite podcast player.
Your feedback helps me as a smallbusiness owner to serve more
small business owners for free.
(32:21):
So thank you.
I'm your host, Prof. Dr. EleonoreSoei-Winkels and now I wish you
a happy creating reorganizedaccording to your vision of life.
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