Fresh from my role as Emcee at Social Media Marketing World 2025, I've returned with game-changing insights that are already reshaping my approach to business. These aren't just theoretical concepts—they're practical strategies that can transform your entrepreneurial journey, especially if you're balancing a side hustle with other responsibilities.
The AI revolution has arrived, but not in the way many feared. Rather than replacing marketers, artificial intelligence is amplifying our capabilities in remarkable ways. For solo entrepreneurs who don't have teams for brainstorming, AI fills the ideation gap brilliantly. It's not just about working faster—it's about producing higher quality work with less effort. From content planning to podcast workflows, the right AI implementation can elevate your business while reducing your workload.
Paid advertising is undergoing a seismic shift as Meta and Google lean heavily into AI-driven optimization. Soon, you'll simply provide your creative assets and their algorithms will handle everything else. The specialized knowledge once required for effective advertising is becoming less necessary, making sophisticated campaigns accessible to everyone. For side hustlers with limited time, this democratization of advertising represents a huge opportunity.
Perhaps most eye-opening was learning about "tiny offers"—products priced between $27-$97 that serve as perfect entry points for cold traffic. These self-liquidating offers allow you to connect with potential clients, establish relationships, and cover advertising costs simultaneously. It's a refreshing alternative to the high-ticket, all-consuming hustle promoted by many marketing gurus, and it's ideally suited for those building businesses alongside other commitments.
The overarching message became clear: sustainable success requires working smarter, not harder. You simply cannot hustle around the clock indefinitely—something has to give. By implementing strategic AI tools, embracing content repurposing, and creating accessible offer structures, you can build a thriving business without sacrificing your sanity.
Join my free VIP community at vip.markmason.com where I'm sharing more detailed strategies and providing personalized guidance to help you implement these approaches in your unique situation.
Resolutions off the rails? You’re not alone. But there’s still time to turn things around. The ALIGN Productivity Challenge is a proven system to help you achieve your goals in just 90 days—no fluff, no overwhelm. Head to AlignProductivity.com and start your comeback today.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Episode 274.
Late Night Internet Marketing.
This week, on the Late NightInternet Marketing podcast, I'm
going to tell you all about mytakeaways from being an MC at
Social Media Marketing World2025.
These are the takeaways thatare impacting my business and I
(00:23):
bet they'll impact your businesstoo.
All this and more on the LateNight Internet Marketing Podcast
.
The Late Night InternetMarketing Podcast, and now
broadcasting late at night froma little studio in the big state
(00:44):
of Texas, your host, mark Mason.
Hey, hey, hey.
How is everyone doing?
I am your host, Mark Mason,coming to you live.
Well, not live because it's apodcast, but I am in the little
studio in Dallas, texas, safelyback from my sojourn to the
(01:05):
country of California.
Actually, it's really Texas,that's sort of a separate
country.
California is just waydifferent and man do I love it.
Social media marketing world Itry to go every year, but I
don't make it every year becausefor years the last couple of
years my son's been playingbaseball but he blew up his UCL
(01:29):
and for those of you that arefamiliar with baseball, that's
the Tommy John surgery ligament,so we weren't playing baseball
this spring.
Sadly, he's a senior in highschool and he's sitting watching
the other guys play, becausehis elbow is just a big pile of
mush, but you know he's all good.
We got everything that wewanted to get out of baseball.
(01:53):
We're so thankful for thatexperience and he's turning the
page and heading to universitynext semester.
We're excited about that.
But the good news about that isreally that freed me up to
return to my very favoritesocial media conference, my very
favorite business conference.
(02:13):
My brothers from other mothersgo there social media marketing
world.
It was super cool because I wasable to emcee the paid social
media track there, which isreally cool.
I enjoy the emcee role becauseit allows me to interact with
the speakers, which I love.
It allows me to interact withthe audience, which is cool
(02:35):
because I'm a big ham like mostpodcasters, and it doesn't
require the enormous amount ofwork that is needed to prepare a
talk for social media marketingworld, because the standard for
presenters there is incrediblyhigh and so you really have to
bring it if you're going tospeak at social media marketing
(02:56):
world.
I made lots of meaningfulconnections there, lots of
really deep conversations thatI'm still enjoying that have
continued in my DMs on FacebookMessenger and Instagram.
It's really great.
I love that part of the showand I went with an
implementation focus.
You know, I'm really at a pointwhere I'm getting towards the
(03:17):
end of my engineering career atthe incredibly large
semiconductor company that Iwork for here in Dallas and I've
loved that career, but it'scoming up on 35 years and I'm
getting to the point where I'mready to make a transition here
in the next let's say 10 yearsin case they're listening but
sometime in the near future I'llbe making a transition and you
(03:39):
can bet that when that happensI'll be doubling down on the
late night internet marketingbrand and all the stuff that's
going on at markmasoncom, and itwas super exciting this year as
well because of the AI buzz man.
I really enjoyed that.
I do a little AI in my day job.
I do a lot of AI at late nightinternet marketing and around
(04:01):
the markmasoncom brand, and soit was super exciting for me to
talk with other creators aboutwhat's going on for them in AI.
You know the AI takeover ishappening and it's happening in
a good way.
I think this was an incrediblypositive take at social media
marketing world and really it'sthe first thing I want to talk
(04:23):
to you about.
Ai is not something to be fearedas a marketer, because it has a
lot of very positive impacts.
You know, for me personally,it's really helped me
tremendously with contentplanning.
Ai really kind of streamlinesmy ideation.
It allows me to create ideasand to come up with ideas that I
(04:45):
might not have otherwise.
I think this is super importantfor solo entrepreneurs.
You know, in my day job,ideation is less of a problem
because the people on my teamare all smarter than me.
They're amazing engineers andscientists and they have more
ideas than there are minutes inthe day, literally about how to
(05:06):
take the company forward.
But when you're a soloentrepreneur, you don't have
that, and so, from my point ofview, ai is not replacing us,
it's really amplifying us.
It's certainly making me better, and I know that if you
approach AI with that mindset,that will help you, and so if
you feel challenged orthreatened by AI, I want to
(05:27):
encourage you to really look atit more.
As Cliff Ravenscraft would say,what does this AI make possible
?
And the things that AI makespossible are literally infinite,
and so I want to encourage youto think about that.
Of course, for me particularly,I'm doing a lot with my podcast
(05:53):
workflow and in fact, in thenext episode I'm going to be
talking about all the ways AIhas reduced the friction in my
workflows around my brand, andhopefully we'll give you some
actionable ideas in the nextepisode coming next week that
you can take.
But a lot of people were talkingabout this at the conference
about how AI had impacted theirworkflows and just how they were
(06:13):
able to get more work done, andthat work was done of a higher
quality.
See, a lot of times when wehear about AI, we hear well, it
wrote me a terrible blog post,but using AI the correct way,
and a lot of creators weretalking about this.
We hear well, it wrote me aterrible blog post, but using AI
the correct way, and a lot ofcreators were talking about this
at the conference.
It actually not only allows youto do things faster, but also
(06:34):
at a higher quality, and I thinkthat's really the way you need
to be using AI.
That is the standard Goingfaster.
You get that for free.
You've got to go faster withhigher quality, and I think AI
makes that possible.
This was an example I bet ahundred different ways in the
conference where people weretalking about how AI was not
(06:56):
just making them faster, but itwas making them better.
And then, being in the paidsocial media track and emceeing
that, I learned about a lot ofthings that I didn't really know
about or was sensitive to butdidn't have the latest data.
So a lot of the people that arebuying ads were talking about
(07:18):
how Facebook, meta in generaland Google are both leaning in
even more heavily to ai for adoptimization.
It's really clear to me afterhearing the talks at social
media marketing world that therewill be a time where you just
give google or meta all yourcreatives whatever you've got,
(07:40):
and it will take that and justoptimize your campaign for you.
There will be little that youneed to do.
This practice of targetingaudiences and optimizing
keywords and all the things thatwe've done in paid advertising
for the last 10 years it isabsolutely going away.
I don't think there's anyquestion about it.
(08:00):
It's happening.
Meta is already starting todeprecate targeting features.
We see performance max onGoogle.
This is happening, folks, andso the days of Performance Max
on Google this is happening,folks.
And so the days of needing anad specialist to run ads for you
at a level that will be helpfulto you is going away, and it's
(08:21):
happening now.
The other thing that I saw waswhat AI looks like when you
apply it to a tool that shouldbe like GA4.
And that was when I saw apresentation on Microsoft
Clarity.
I hadn't really used Clarity,but if you're a person who hates
Google Analytics 4, and I knowthere are a lot of people like
(08:44):
that out there you used to loveGA3 because it was easy to use
and it made sense and then GA4came in and you hate it Let me
encourage you to check outMicrosoft Clarity.
It's absolutely free.
This was a big takeaway that Igot from Chris Mercer at the
conference.
He had a fantastic talk aboutClarity.
(09:04):
He is the data measurement guru.
You probably have heard ofChris before Really super great
guy and I really enjoyed histalk.
Recommend another action foryou out of the podcast you go
take a look at Microsoft Clarity.
It's free for you to use.
The other thing that I would sayabout the conference is it made
(09:26):
me even appreciate more thevalue of repurposing.
You know I've talked about thata lot, but I really think the
thing that makes sense forpeople like me, who don't have
an infinite amount of time tocreate an infinite amount of
content, is to create one single, solid piece of content without
fail and to use AI tools andrepurposing and automation to
(09:51):
get that content chopped up andplaced out in ways that people
can use it automagically.
You know there's lots of AItools coming now.
Opus is a tool that I use thatI really enjoy.
That takes long form contentand turns it into reels.
Descript is bringing AI punchto the editing process.
There's just so much stuffgoing on with AI now that
(10:15):
facilitates repurposing.
I've got automated workflowsAgain, we'll talk about this a
little bit next week thatautomatically take the
transcript from the show and dovarious things with it.
It's really amazing the waythat not only you can use
automation, like we always have,but with an AI intelligence
built into the automation, youcan make decisions as part of
(10:39):
the automation flow.
That's really the key unlockBefore everything was programmed
.
If this, then that Now inautomation flows, you can ask AI
what it thinks you should dowith the content that you have.
Automation flows you can ask AIwhat it thinks you should do
with the content that you have.
That's a super huge unlock.
And if you're not repurposingyour content or if you're just
feeling completely overwhelmedby the content that you feel
(11:01):
like you have to create.
I want to encourage you tothink about okay, what if I only
did one thing and used thatthing to do other things?
What would that look like?
I think that's more than evernow possible and I recommend
that approach.
For most of you that are sidehustling like me, also super
(11:21):
clear to me that video is stillthe king man.
You know, when it comes todiscovery, short form video
drives new audiences.
That was really clear.
There's another thing thatdrives new audiences that I'll
talk about here in a minute.
But when it comes to organic,it's really hard to beat short
form video for discovery.
I talked to some guys on theside about how I could involve a
(11:44):
two camera setup where I've gota front facing camera, how I
could pull that automaticallyinto script and cut back and
forth to a side facing camera togive a little higher production
value.
And it turns out that toolslike Ecamm, which I've had a
subscription to forever buthadn't used all that much,
they're perfect for this kind ofmulti-camera setup where you're
(12:05):
trying to record the screen andyour face and the side of your
face all at the same time.
That's working amazingly wellwith Ecamm and that Ecamm set of
files goes directly intoDescript and can be edited
directly with easy cameraswitching Really cool setup.
If you're looking to up yourvideo game, I really recommend
(12:28):
that you look into thecombination of Ecamm with
Descript.
Really recommend that you lookinto the combination of Ecamm
with Descript Super powerfulcombination for capturing all
the video you need and thenediting that in post easily with
Descript's new amazing scenetemplates Really good stuff.
Here was a big hit for me.
You know my very favoritesession was from Allie Burke.
(12:51):
Now you know her name has toomany consonants in it.
It's B-J-E-R-K and I'm sayingBurke, and she might say
something else and her mom mightsay yet something still, but
this is what I'm saying.
She is the inventor of thetrademarked tiny offer and she's
(13:12):
actually quite famous for tinyoffers.
She's a member of RussellBrunson's two comma club and she
sold literally millions ofdollars of tiny offers.
These are things that costbetween 27 and $97.
And they are a way for you toget quick wins in front of cold
(13:33):
traffic, in front of people thathave never heard of you before,
and establish a relationshipwith them and pay for the cost
of the ads.
These are known asself-liquidating offers, and
I've been a fan of theself-liquidating offer forever.
I mean, it's a thing you see ingrocery stores.
Ali actually uses the exampleof Costco.
(13:57):
You go in for a $4 rotisseriechicken.
That's their self-liquidatingoffer because that chicken costs
them at least $4.
By the time they cook it andpackage it and put it on for
sale, they're probably losingmoney on that chicken.
But if you're like me, when yougo into Costco for something
like a rotisserie chicken, youcome out with a pallet of stuff
(14:20):
literally a rolling platformfull of stuff to load into your
SUV.
This is the idea of aself-liquidating offer.
Whatever it costs you to makeand advertise that chicken, you
get that money back because youraverage cart value is more than
the cost of the ads that you'rebuying, and so that's an
(14:43):
amazing thing.
This is not new, but Allie makesit wonderful.
She has a very clear idea notonly about tiny offers, but
about what marketing should looklike.
Whatever a bro marketer is, youknow, you hear about all these
bro marketers like RussellBrunson and those guys that have
these hundred thousand dollarmasterminds and these big ticket
(15:07):
items.
That's great.
Love those guys, love Russell,love Mike, feel same.
But there's another way to dothis and for side hustlers like
us it's really hard to be thatall in bro marketer dude.
It's really more sensible to besomeone who offers small
packages to get new clients forwhatever their main offer is,
(15:30):
whether that's a signaturecourse or coaching to help
people.
This makes a lot of sense.
If you're interested in checkingout Allie, go to markmasoncom
slash tiny.
I've got some uh an offer foryou there.
It's my affiliate link toAllie's system and I recommend
that you check it out, or youcan just Google Allie Burke.
(15:50):
I mean, I just love what she'sdoing, but see, if you're going
to Google it, you're going tohave to remember how to spell it
.
So maybe it's just best if yougo to markmasoncom slash tiny to
check that out.
I really like Allie.
She's really cool down to earthmarketer who's perfect for us,
the side hustler.
You know I'm working on a tinyoffer plan right now and you'll
(16:12):
see this in action.
I recently launched the Alignproductivity framework.
That's a tiny offer.
This was before I got a chanceto see Allie, and then now I'm
working on the Expert Ignitedplatform.
That's gonna be another tinyoffer and I love that because
it's going to help people justlike you get started making
(16:34):
money selling things that theyknow about.
Helping people do the thingsthat you know how to do.
I think that's the perfectliterally the perfect thing for
a side hustler to do, and theexpert ignited framework will
help you do that.
That's my next tiny offer, andright now I'm working on
creating that content and thatwill be coming to
(16:55):
expertignitedcom very, very soon.
I'll look forward to tellingyou about that.
So those are my key takeawaysfrom the conference.
Really, ai amplification iswhat I'm calling it.
Ai is here to make you betterand that's the mindset you need
to have, or you're going to getmown down.
(17:16):
Okay, you have got to have themindset that AI is here to make
you better and you have got toget on that and do the things
that make that true.
Speak that into reality in yourbusiness, and that will keep
you ahead of this amazing waveof AI and allow you to take
advantage of it.
Recommitment to content on mypart here I am on the mic and
(17:40):
you'll see this contentrepurposed on a social media
channel near you and I hope youenjoy that.
I'll have audio, I'll havevideo on YouTube, I'll have
shorts, I'll have reels Allthose things coming from this
piece of content.
That's definitely how sidehustlers like us need to roll.
And, of course, as we talkedabout Allie's tiny offers, kill
(18:05):
markmasoncom, slash tiny.
I think you really might likethat.
Go check it out.
Final thoughts andencouragement.
So here's some actions for you.
Think about being smarter inyour business.
I know there's a tendency to totake the Gary Vaynerchuk
approach to this and just workharder, and let me tell you, as
(18:26):
a guy who's been doing this formore than a decade side hustling
for more than a decade out oflove for the day job you cannot
hustle all the time.
It does not work.
You cannot sustain it.
You will go for a few monthsand then you'll fall over and
die.
So you have got to find asmarter strategy.
(18:48):
I think AI can help you do that, and thinking more
strategically, like in the caseof tiny offers, can help you do
that as well.
Let me also say that you're notalone.
People are here to support youand I feel so strongly about
that.
As I mentioned recently, I'vestarted this new VIP community
(19:09):
at VIPmarkmasoncom.
It's free.
There will be some paid partseventually, but I'm not there
yet and right now it's superquiet where you need some help
from a guy who's been doing itfor a long time.
Go over to vipmarkmasoncom andjoin and ask me a question.
(19:29):
The crazy thing is, I willanswer it because there are very
few people in there.
I think we've got 22 membersright now, including me and my
wife and my dog.
There's 22 members, so now isthe perfect time.
By the way, all of these thingsstart like this, so you know,
(19:49):
the things you hear about arewhen people start something like
maybe pat flynn, who has amillion youtube followers, start
something and on day one, 50000 people join.
That's what you do when youhave a giant platform.
But when you're a small sidehustling entrepreneur,
everything starts small andthat's okay and that's not
(20:12):
something you need to feelself-conscious about.
Maybe this is a whole notherpodcast.
Like you don't want to do thisthing because you're afraid
nobody's listening.
Look, if your intent is rightand my intent is to help you it
doesn't matter that no one elseis listening.
If you can help one person, ifone person joins your whatever
or hears your whatever or readsyour whatever and you help them,
(20:34):
that's mission accomplished.
If you proceed with thatphilosophy, that's going to help
you do everything that you needto do.
So let's talk about it.
Come on over to vipmarkmasoncom, check it out, let me know what
you think, and let's talk abouttiny offers or AI or
consistency in your business, orwhether or not the approach
(20:55):
that you've got makes sense tome, because I'll give you my
honest opinion about the paththat you're on and what you
might do to make it better.
All right, that's what I havefor you today.
I hope that your week isabsolutely fantastic.
I also hope that a week fromnow, you hear my smiling face.
Can you hear me smile?
I'm smiling right now.
(21:16):
You can see that.
If you're over on YouTube, youhear my smiling face telling you
about the friction that I'vebeen able to remove from my
business.
If you're a person who ishaving trouble just getting all
the things done in your sidehustle, I have some ideas for
you that I think will help you,and I'm going to show you actual
(21:38):
examples from what I'm doing inmy business that are helping me
be more productive what I'mdoing in my business that are
helping me be more productive.
So, until next week, I hopethat everything that you do is
fantastic and encouraging andhelpful, not just to you but to
other people.
See you next week.
Ciao, you've been listening tothe Late Night Internet
(22:02):
Marketing Podcast.
You've been listening to theLate Night Internet Marketing
Podcast.
Be sure to visit LNIMpodcastcomtoday to leave feedback for
Mark, download special bonuscontent, access the show notes
and more.
See you there.
Until then, go and make somegreat progress on your internet
(22:25):
business one night at a time.
One night at a time.
Okay, if you're new to the show,this is the show after the show
, part of the show.
You know I usually have someunscripted comments.
Actually, the whole show isunscripted.
You probably feel that I havean outline on a teleprompter
(22:47):
that I'm looking at and actuallyfor this episode I've got a
whole new thing going on insocial media marketing world of
taking my outline and feeding itto gammaapp to create slides
(23:08):
and actually just speaking fromthe slides and using Ecamm to
not only record my face and theside part of my face hello, over
there side part of my face, theside part of my face, so I
could do some editing.
Also, I'm recording the screenwith the slides on it, so we'll
see how this comes out.
If you go over to YouTubesometime a few days after this
(23:31):
episode releases, you'll be ableto see what I came up with.
I'm doing this now, not becauseI can fully automate that, but I
do expect that Descript willfully automate camera cuts for
solos.
Right now, they've implementeda full automation for multicam
when there are multiple speakers, and I'm expecting that they'll
(23:52):
do that for solo podcasts aswell in the future, and I think
this will help me a lot.
For now, whatever I do will bemanual.
So, because I'm in a huge, bighurry all the time, there won't
be a lot of amazing edits, but Iexpect them to do that.
And I expect them to doautomated B-roll as well, where
they take something that soundscool and they put in some B-roll
(24:14):
automatically.
And then the third thing I'mexpecting from Descript in 2025
is that they'll automate jumpcuts.
You know how when someone sayssomething important here's the
point I want you to understandsomething like that and all of a
sudden it jumps to a zoom, I'mexpecting that Descript will
also add those jump cuts inwhere they're context aware and
(24:38):
automatically doing that.
Those three things incombination the ability to cut
between cameras automatically,the ability to automatically
insert B-roll and the ability todo jump cuts would completely
automate my YouTube productionand make that just at a much
higher level.
So that's super exciting.
(24:58):
I'm looking forward to that.
So that's what I've beenworking on this week, and I hope
to talk to you next week.
Until next week, be cool, bro.
Ciao.
Episode 274.
Late Night Internet Marketing.
This week, on the Late NightInternet Marketing podcast, I'm
going to tell you all about mytakeaways from being an MC at
Social Media Marketing World2025.
These are the takeaways thatare impacting my business and I
(00:23):
bet they'll impact your businesstoo.
All this and more on the LateNight Internet Marketing Podcast
.
The Late Night InternetMarketing Podcast, and now
broadcasting late at night froma little studio in the big state
(00:44):
of Texas, your host, mark Mason.
Hey, hey, hey.
How is everyone doing?
I am your host, Mark Mason,coming to you live.
Well, not live because it's apodcast, but I am in the little
studio in Dallas, texas, safelyback from my sojourn to the
(01:05):
country of California.
Actually, it's really Texas,that's sort of a separate
country.
California is just waydifferent and man do I love it.
Social media marketing world Itry to go every year, but I
don't make it every year becausefor years the last couple of
years my son's been playingbaseball but he blew up his UCL
(01:29):
and for those of you that arefamiliar with baseball, that's
the Tommy John surgery ligament,so we weren't playing baseball
this spring.
Sadly, he's a senior in highschool and he's sitting watching
the other guys play, becausehis elbow is just a big pile of
mush, but you know he's all good.
We got everything that wewanted to get out of baseball.
(01:53):
We're so thankful for thatexperience and he's turning the
page and heading to universitynext semester.
We're excited about that.
But the good news about that isreally that freed me up to
return to my very favoritesocial media conference, my very
favorite business conference.
(02:13):
My brothers from other mothersgo there social media marketing
world.
It was super cool because I wasable to emcee the paid social
media track there, which isreally cool.
I enjoy the emcee role becauseit allows me to interact with
the speakers, which I love.
It allows me to interact withthe audience, which is cool
(02:35):
because I'm a big ham like mostpodcasters, and it doesn't
require the enormous amount ofwork that is needed to prepare a
talk for social media marketingworld, because the standard for
presenters there is incrediblyhigh and so you really have to
bring it if you're going tospeak at social media marketing
(02:56):
world.
I made lots of meaningfulconnections there, lots of
really deep conversations thatI'm still enjoying that have
continued in my DMs on FacebookMessenger and Instagram.
It's really great.
I love that part of the showand I went with an
implementation focus.
You know, I'm really at a pointwhere I'm getting towards the
(03:17):
end of my engineering career atthe incredibly large
semiconductor company that Iwork for here in Dallas and I've
loved that career, but it'scoming up on 35 years and I'm
getting to the point where I'mready to make a transition here
in the next let's say 10 yearsin case they're listening but
sometime in the near future I'llbe making a transition and you
(03:39):
can bet that when that happensI'll be doubling down on the
late night internet marketingbrand and all the stuff that's
going on at markmasoncom, and itwas super exciting this year as
well because of the AI buzz man.
I really enjoyed that.
I do a little AI in my day job.
I do a lot of AI at late nightinternet marketing and around
(04:01):
the markmasoncom brand, and soit was super exciting for me to
talk with other creators aboutwhat's going on for them in AI.
You know the AI takeover ishappening and it's happening in
a good way.
I think this was an incrediblypositive take at social media
marketing world and really it'sthe first thing I want to talk
(04:23):
to you about.
Ai is not something to be fearedas a marketer, because it has a
lot of very positive impacts.
You know, for me personally,it's really helped me
tremendously with contentplanning.
Ai really kind of streamlinesmy ideation.
It allows me to create ideasand to come up with ideas that I
(04:45):
might not have otherwise.
I think this is super importantfor solo entrepreneurs.
You know, in my day job,ideation is less of a problem
because the people on my teamare all smarter than me.
They're amazing engineers andscientists and they have more
ideas than there are minutes inthe day, literally about how to
(05:06):
take the company forward.
But when you're a soloentrepreneur, you don't have
that, and so, from my point ofview, ai is not replacing us,
it's really amplifying us.
It's certainly making me better, and I know that if you
approach AI with that mindset,that will help you, and so if
you feel challenged orthreatened by AI, I want to
(05:27):
encourage you to really look atit more.
As Cliff Ravenscraft would say,what does this AI make possible
?
And the things that AI makespossible are literally infinite,
and so I want to encourage youto think about that.
Of course, for me particularly,I'm doing a lot with my podcast
(05:53):
workflow and in fact, in thenext episode I'm going to be
talking about all the ways AIhas reduced the friction in my
workflows around my brand, andhopefully we'll give you some
actionable ideas in the nextepisode coming next week that
you can take.
But a lot of people were talkingabout this at the conference
about how AI had impacted theirworkflows and just how they were
(06:13):
able to get more work done, andthat work was done of a higher
quality.
See, a lot of times when wehear about AI, we hear well, it
wrote me a terrible blog post,but using AI the correct way,
and a lot of creators weretalking about this.
We hear well, it wrote me aterrible blog post, but using AI
the correct way, and a lot ofcreators were talking about this
at the conference.
It actually not only allows youto do things faster, but also
(06:34):
at a higher quality, and I thinkthat's really the way you need
to be using AI.
That is the standard Goingfaster.
You get that for free.
You've got to go faster withhigher quality, and I think AI
makes that possible.
This was an example I bet ahundred different ways in the
conference where people weretalking about how AI was not
(06:56):
just making them faster, but itwas making them better.
And then, being in the paidsocial media track and emceeing
that, I learned about a lot ofthings that I didn't really know
about or was sensitive to butdidn't have the latest data.
So a lot of the people that arebuying ads were talking about
(07:18):
how Facebook, meta in generaland Google are both leaning in
even more heavily to ai for adoptimization.
It's really clear to me afterhearing the talks at social
media marketing world that therewill be a time where you just
give google or meta all yourcreatives whatever you've got,
(07:40):
and it will take that and justoptimize your campaign for you.
There will be little that youneed to do.
This practice of targetingaudiences and optimizing
keywords and all the things thatwe've done in paid advertising
for the last 10 years it isabsolutely going away.
I don't think there's anyquestion about it.
(08:00):
It's happening.
Meta is already starting todeprecate targeting features.
We see performance max onGoogle.
This is happening, folks, andso the days of Performance Max
on Google this is happening,folks.
And so the days of needing anad specialist to run ads for you
at a level that will be helpfulto you is going away, and it's
(08:21):
happening now.
The other thing that I saw waswhat AI looks like when you
apply it to a tool that shouldbe like GA4.
And that was when I saw apresentation on Microsoft
Clarity.
I hadn't really used Clarity,but if you're a person who hates
Google Analytics 4, and I knowthere are a lot of people like
(08:44):
that out there you used to loveGA3 because it was easy to use
and it made sense and then GA4came in and you hate it Let me
encourage you to check outMicrosoft Clarity.
It's absolutely free.
This was a big takeaway that Igot from Chris Mercer at the
conference.
He had a fantastic talk aboutClarity.
(09:04):
He is the data measurement guru.
You probably have heard ofChris before Really super great
guy and I really enjoyed histalk.
Recommend another action foryou out of the podcast you go
take a look at Microsoft Clarity.
It's free for you to use.
The other thing that I would sayabout the conference is it made
(09:26):
me even appreciate more thevalue of repurposing.
You know I've talked about thata lot, but I really think the
thing that makes sense forpeople like me, who don't have
an infinite amount of time tocreate an infinite amount of
content, is to create one single, solid piece of content without
fail and to use AI tools andrepurposing and automation to
(09:51):
get that content chopped up andplaced out in ways that people
can use it automagically.
You know there's lots of AItools coming now.
Opus is a tool that I use thatI really enjoy.
That takes long form contentand turns it into reels.
Descript is bringing AI punchto the editing process.
There's just so much stuffgoing on with AI now that
(10:15):
facilitates repurposing.
I've got automated workflowsAgain, we'll talk about this a
little bit next week thatautomatically take the
transcript from the show and dovarious things with it.
It's really amazing the waythat not only you can use
automation, like we always have,but with an AI intelligence
built into the automation, youcan make decisions as part of
(10:39):
the automation flow.
That's really the key unlockBefore everything was programmed
.
If this, then that Now inautomation flows, you can ask AI
what it thinks you should dowith the content that you have.
Automation flows you can ask AIwhat it thinks you should do
with the content that you have.
That's a super huge unlock.
And if you're not repurposingyour content or if you're just
feeling completely overwhelmedby the content that you feel
(11:01):
like you have to create.
I want to encourage you tothink about okay, what if I only
did one thing and used thatthing to do other things?
What would that look like?
I think that's more than evernow possible and I recommend
that approach.
For most of you that are sidehustling like me, also super
(11:21):
clear to me that video is stillthe king man.
You know, when it comes todiscovery, short form video
drives new audiences.
That was really clear.
There's another thing thatdrives new audiences that I'll
talk about here in a minute.
But when it comes to organic,it's really hard to beat short
form video for discovery.
I talked to some guys on theside about how I could involve a
(11:44):
two camera setup where I've gota front facing camera, how I
could pull that automaticallyinto script and cut back and
forth to a side facing camera togive a little higher production
value.
And it turns out that toolslike Ecamm, which I've had a
subscription to forever buthadn't used all that much,
they're perfect for this kind ofmulti-camera setup where you're
(12:05):
trying to record the screen andyour face and the side of your
face all at the same time.
That's working amazingly wellwith Ecamm and that Ecamm set of
files goes directly intoDescript and can be edited
directly with easy cameraswitching Really cool setup.
If you're looking to up yourvideo game, I really recommend
(12:28):
that you look into thecombination of Ecamm with
Descript.
Really recommend that you lookinto the combination of Ecamm
with Descript Super powerfulcombination for capturing all
the video you need and thenediting that in post easily with
Descript's new amazing scenetemplates Really good stuff.
Here was a big hit for me.
You know my very favoritesession was from Allie Burke.
(12:51):
Now you know her name has toomany consonants in it.
It's B-J-E-R-K and I'm sayingBurke, and she might say
something else and her mom mightsay yet something still, but
this is what I'm saying.
She is the inventor of thetrademarked tiny offer and she's
(13:12):
actually quite famous for tinyoffers.
She's a member of RussellBrunson's two comma club and she
sold literally millions ofdollars of tiny offers.
These are things that costbetween 27 and $97.
And they are a way for you toget quick wins in front of cold
(13:33):
traffic, in front of people thathave never heard of you before,
and establish a relationshipwith them and pay for the cost
of the ads.
These are known asself-liquidating offers, and
I've been a fan of theself-liquidating offer forever.
I mean, it's a thing you see ingrocery stores.
Ali actually uses the exampleof Costco.
(13:57):
You go in for a $4 rotisseriechicken.
That's their self-liquidatingoffer because that chicken costs
them at least $4.
By the time they cook it andpackage it and put it on for
sale, they're probably losingmoney on that chicken.
But if you're like me, when yougo into Costco for something
like a rotisserie chicken, youcome out with a pallet of stuff
(14:20):
literally a rolling platformfull of stuff to load into your
SUV.
This is the idea of aself-liquidating offer.
Whatever it costs you to makeand advertise that chicken, you
get that money back because youraverage cart value is more than
the cost of the ads that you'rebuying, and so that's an
(14:43):
amazing thing.
This is not new, but Allie makesit wonderful.
She has a very clear idea notonly about tiny offers, but
about what marketing should looklike.
Whatever a bro marketer is, youknow, you hear about all these
bro marketers like RussellBrunson and those guys that have
these hundred thousand dollarmasterminds and these big ticket
(15:07):
items.
That's great.
Love those guys, love Russell,love Mike, feel same.
But there's another way to dothis and for side hustlers like
us it's really hard to be thatall in bro marketer dude.
It's really more sensible to besomeone who offers small
packages to get new clients forwhatever their main offer is,
(15:30):
whether that's a signaturecourse or coaching to help
people.
This makes a lot of sense.
If you're interested in checkingout Allie, go to markmasoncom
slash tiny.
I've got some uh an offer foryou there.
It's my affiliate link toAllie's system and I recommend
that you check it out, or youcan just Google Allie Burke.
(15:50):
I mean, I just love what she'sdoing, but see, if you're going
to Google it, you're going tohave to remember how to spell it
.
So maybe it's just best if yougo to markmasoncom slash tiny to
check that out.
I really like Allie.
She's really cool down to earthmarketer who's perfect for us,
the side hustler.
You know I'm working on a tinyoffer plan right now and you'll
(16:12):
see this in action.
I recently launched the Alignproductivity framework.
That's a tiny offer.
This was before I got a chanceto see Allie, and then now I'm
working on the Expert Ignitedplatform.
That's gonna be another tinyoffer and I love that because
it's going to help people justlike you get started making
(16:34):
money selling things that theyknow about.
Helping people do the thingsthat you know how to do.
I think that's the perfectliterally the perfect thing for
a side hustler to do, and theexpert ignited framework will
help you do that.
That's my next tiny offer, andright now I'm working on
creating that content and thatwill be coming to
(16:55):
expertignitedcom very, very soon.
I'll look forward to tellingyou about that.
So those are my key takeawaysfrom the conference.
Really, ai amplification iswhat I'm calling it.
Ai is here to make you betterand that's the mindset you need
to have, or you're going to getmown down.
(17:16):
Okay, you have got to have themindset that AI is here to make
you better and you have got toget on that and do the things
that make that true.
Speak that into reality in yourbusiness, and that will keep
you ahead of this amazing waveof AI and allow you to take
advantage of it.
Recommitment to content on mypart here I am on the mic and
(17:40):
you'll see this contentrepurposed on a social media
channel near you and I hope youenjoy that.
I'll have audio, I'll havevideo on YouTube, I'll have
shorts, I'll have reels Allthose things coming from this
piece of content.
That's definitely how sidehustlers like us need to roll.
And, of course, as we talkedabout Allie's tiny offers, kill
(18:05):
markmasoncom, slash tiny.
I think you really might likethat.
Go check it out.
Final thoughts andencouragement.
So here's some actions for you.
Think about being smarter inyour business.
I know there's a tendency to totake the Gary Vaynerchuk
approach to this and just workharder, and let me tell you, as
(18:26):
a guy who's been doing this formore than a decade side hustling
for more than a decade out oflove for the day job you cannot
hustle all the time.
It does not work.
You cannot sustain it.
You will go for a few monthsand then you'll fall over and
die.
So you have got to find asmarter strategy.
(18:48):
I think AI can help you do that, and thinking more
strategically, like in the caseof tiny offers, can help you do
that as well.
Let me also say that you're notalone.
People are here to support youand I feel so strongly about
that.
As I mentioned recently, I'vestarted this new VIP community
(19:09):
at VIPmarkmasoncom.
It's free.
There will be some paid partseventually, but I'm not there
yet and right now it's superquiet where you need some help
from a guy who's been doing itfor a long time.
Go over to vipmarkmasoncom andjoin and ask me a question.
(19:29):
The crazy thing is, I willanswer it because there are very
few people in there.
I think we've got 22 membersright now, including me and my
wife and my dog.
There's 22 members, so now isthe perfect time.
By the way, all of these thingsstart like this, so you know,
(19:49):
the things you hear about arewhen people start something like
maybe pat flynn, who has amillion youtube followers, start
something and on day one, 50000 people join.
That's what you do when youhave a giant platform.
But when you're a small sidehustling entrepreneur,
everything starts small andthat's okay and that's not
(20:12):
something you need to feelself-conscious about.
Maybe this is a whole notherpodcast.
Like you don't want to do thisthing because you're afraid
nobody's listening.
Look, if your intent is rightand my intent is to help you it
doesn't matter that no one elseis listening.
If you can help one person, ifone person joins your whatever
or hears your whatever or readsyour whatever and you help them,
(20:34):
that's mission accomplished.
If you proceed with thatphilosophy, that's going to help
you do everything that you needto do.
So let's talk about it.
Come on over to vipmarkmasoncom, check it out, let me know what
you think, and let's talk abouttiny offers or AI or
consistency in your business, orwhether or not the approach
(20:55):
that you've got makes sense tome, because I'll give you my
honest opinion about the paththat you're on and what you
might do to make it better.
All right, that's what I havefor you today.
I hope that your week isabsolutely fantastic.
I also hope that a week fromnow, you hear my smiling face.
Can you hear me smile?
I'm smiling right now.
(21:16):
You can see that.
If you're over on YouTube, youhear my smiling face telling you
about the friction that I'vebeen able to remove from my
business.
If you're a person who ishaving trouble just getting all
the things done in your sidehustle, I have some ideas for
you that I think will help you,and I'm going to show you actual
(21:38):
examples from what I'm doing inmy business that are helping me
be more productive what I'mdoing in my business that are
helping me be more productive.
So, until next week, I hopethat everything that you do is
fantastic and encouraging andhelpful, not just to you but to
other people.
See you next week.
Ciao, you've been listening tothe Late Night Internet
(22:02):
Marketing Podcast.
You've been listening to theLate Night Internet Marketing
Podcast.
Be sure to visit LNIMpodcastcomtoday to leave feedback for
Mark, download special bonuscontent, access the show notes
and more.
See you there.
Until then, go and make somegreat progress on your internet
(22:25):
business one night at a time.
One night at a time.
Okay, if you're new to the show,this is the show after the show
, part of the show.
You know I usually have someunscripted comments.
Actually, the whole show isunscripted.
You probably feel that I havean outline on a teleprompter
(22:47):
that I'm looking at and actuallyfor this episode I've got a
whole new thing going on insocial media marketing world of
taking my outline and feeding itto gammaapp to create slides
(23:08):
and actually just speaking fromthe slides and using Ecamm to
not only record my face and theside part of my face hello, over
there side part of my face, theside part of my face, so I
could do some editing.
Also, I'm recording the screenwith the slides on it, so we'll
see how this comes out.
If you go over to YouTubesometime a few days after this
(23:31):
episode releases, you'll be ableto see what I came up with.
I'm doing this now, not becauseI can fully automate that, but I
do expect that Descript willfully automate camera cuts for
solos.
Right now, they've implementeda full automation for multicam
when there are multiple speakers, and I'm expecting that they'll
(23:52):
do that for solo podcasts aswell in the future, and I think
this will help me a lot.
For now, whatever I do will bemanual.
So, because I'm in a huge, bighurry all the time, there won't
be a lot of amazing edits, but Iexpect them to do that.
And I expect them to doautomated B-roll as well, where
they take something that soundscool and they put in some B-roll
(24:14):
automatically.
And then the third thing I'mexpecting from Descript in 2025
is that they'll automate jumpcuts.
You know how when someone sayssomething important here's the
point I want you to understandsomething like that and all of a
sudden it jumps to a zoom, I'mexpecting that Descript will
also add those jump cuts inwhere they're context aware and
(24:38):
automatically doing that.
Those three things incombination the ability to cut
between cameras automatically,the ability to automatically
insert B-roll and the ability todo jump cuts would completely
automate my YouTube productionand make that just at a much
higher level.
So that's super exciting.
(24:58):
I'm looking forward to that.
So that's what I've beenworking on this week, and I hope
to talk to you next week.
Until next week, be cool, bro.
Ciao.
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