July 18, 2023 • 43 mins
Ever been banned from Facebook? Our guest, Curt Maly of Black Box Social Media, knows exactly how that feels. With his dry wit and candid stories, Curt delves into his personal journey, from his unforeseen Facebook ban to his appreciation for copywriting and messaging. He's got a fresh perspective on life shaped by his recent journey into fatherhood, which has sparked an emphasis on valuing experiences over material possessions.
Transitioning from personal insights to marketing strategies, we've got a treasure trove of wisdom to share. Inspired by a championship marketing belt that Curt won, this episode explores how to truly understand your audience and create multiple points of contact. Direct response marketing isn't always the knight in shining armor, and we'll talk about why. We'll also dive into the importance of emotional understanding in crafting compelling messages and the role of brand building for achieving long-term success.
If you've ever thought about the role of artificial intelligence in business, we'll light the way. From jobs being replaced by automation to how AI can expand businesses' reach and consistency, this episode is a headfirst plunge into the future. We'll talk about the advantages and potential challenges of AI tools like Chat GBT, an AI-driven chatbot that can repurpose content across platforms. And yes, we'll even share a hearty laugh over how I used Chatbot GBT to retrieve some old-school Jewish recipes. Get ready to be informed, entertained, and inspired.
Eager to harness the power of Empathic Marketing to propel your business growth? Get your hands on my #1 Amazon Best Selling book, 'Empathic Marketing,' or book a '30-Minute Gap Analysis' session directly from my website: www.becausebusinessispersonal.com.
Discover a wealth of knowledge in our podcast archives at www.becausebusinessispersonal.com.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey, welcome to the Because Business is Personal
podcast, the podcast whereempathy meets marketing strategy
.
I'm your host, mike Caldwell,but I'm also known as the
marketing medic.
Now, the reason for that isbecause, before becoming a
marketing strategist, I actuallyworked as a paramedic for 12
years, and it was during thattime that I realized how
(00:20):
important it was to trulyunderstand the problems your
patient was facing before youstarted providing treatment.
And it's the same understanding, the same empathy, is just as
crucial when it comes tounderstanding our prospects and
making sales, and that's why, ineach episode, we'll dissect the
art of empathic marketing,exploring how top professionals
(00:44):
infuse empathy into theirstrategies to build stronger
relationships, boost their salesand make a lasting impact.
So buckle up and prepare toturn up the dial on your
marketing effectiveness.
As we gear up to dive deeperinto the realm of empathic
marketing, I'd like to share acouple of special offers with
you.
First, you can get a free copyof my international bestselling
(01:07):
book Empathic Marketing.
You only need to cover the costof shipping.
Reading this will provide youwith a much more in-depth
understanding of theempathy-based marketing approach
that we explore in this show.
Next, I'm offering a 50%discount on a transformative
30-minute gap analysis sessionwith me.
Reading this session willidentify the hurdles in your
(01:30):
marketing efforts and togetherwill develop an actionable
roadmap aimed at winning youmore clients and making you more
sales.
Just visit my website,wwwbecausebusinessispersonalcom
to grab your book or use couponcode podcast to take advantage
of my gap analysis offer.
(01:51):
So why wait?
Let's start turbocharging yourmarketing strategy today.
Now let's get started with ourepisode.
Hey everybody, mike Koldo, theMarketing Medic, and today I
have with me Kurt Mele of BlackBox Social Media.
Kurt's got a pretty coolbackstory in that he was
actually banned from Facebookfor quite some time and that's
(02:14):
his business.
So Kurt's got a lot of insightinto Facebook, a lot of insight
into copywriting and messaging,and just looking forward to
learning from Kurt and what hehas to say today.
Welcome, kurt.
Good to be here.
Thanks for having me.
Mike, appreciate it.
Yeah.
So the first thing we like todo on the show is to lighten the
load a little bit and startwith a joke.
And so what do you got for us?
(02:36):
You got any zingers?
Speaker 2 (02:38):
Do you know what happens when you fart in church?
Speaker 1 (02:41):
I do not know.
Speaker 2 (02:43):
You have to sit in your own pew.
Speaker 1 (02:46):
Very good.
So I told this joke a couple ofdays ago, so the listeners have
heard it, but you haven't heardit, and so I'm going to tell it
, because it's along those samelines.
What is brown and sticky?
A stick?
It's not what you're thinking,is it?
So here's a dad joke that I gotfrom you.
(03:09):
What is a baby computer?
Call his father, and this one'sfor you, because I know you're
a new dad and you like computers, data.
Speaker 2 (03:21):
Yep, another dad joke , Another dad joke.
Speaker 1 (03:27):
All right.
So now that we've got those badjokes out of the way.
So I'm all about empathicmarketing and getting to
understand people and like humanconnections and the personal
side of things.
So what's something personalthat you would like to share
about your life that would be ofinterest to our listeners?
Speaker 2 (03:46):
I'm 45 years old and just have my first kid.
Wow, that's pretty interesting.
I thought I was just prettyselfish already and then one of
those little things came alongand I'm like, oh, can't do that
anymore.
I guess I've got to make betterdecisions with my life.
So that's all prettyinteresting.
I love marketing and I loveworking all the time, so I work
a lot, but now with a little one, I just spend a lot of time
(04:08):
with her versus just kind oftrying to figure out how to make
more money, so I don't reallycare Like at the end of the day,
I guess I don't really careabout driving a Ferrari, like
money's cool and all.
I love experiences more thananything else.
So I'm more about experiencesversus nice fancy things for the
most part, like I live in somefancy places, but I just really
like good people and goodexperiences more than material
(04:30):
stuff.
Speaker 1 (04:31):
Yeah, I think we're on the same page there.
Like I think you know, I liveon like 164 wooded acres, my
closest neighbor's a mile away,and I drive my ATV way more than
I drive my truck.
Speaker 2 (04:44):
That sounds like fun, heck yeah.
Speaker 1 (04:47):
Yeah, yeah, so I'm yeah well.
So we were watching my wife andI were watching some one of the
guilty pleasure realty shows onNetflix, sunset, whatever and
they showed like I think it wasa $22 million home on the hills
of California.
I said, wow, that's a reallynice place, but I'd rather live
(05:07):
here.
Speaker 2 (05:09):
I'll never forget.
It was kind of impactful.
I remember reading the storythat basically better homes and
gardens used to give away thesebig old houses.
You know like once a year bigold giveaway.
And they gave away this hugehouse to this family.
I think they had three kids andbasically just kind of imagine
the house.
It's out at the lake and youhave a balcony porch that you
can walk in, you can fish rightoff the porch.
Can you hear me?
(05:29):
Okay, or did drop out?
Speaker 1 (05:30):
Yeah, I'm good.
Speaker 2 (05:32):
Okay, good, and basically what they had is, like
I said, you could fish off theporch.
The house was so big thatinside, in the living room, I
think, was like three stories orsomething like that, with a big
old chandelier, and then eachof the kids had their own rooms,
which are almost like lofts,that would kind of like split
off.
So this huge house and allthese different rooms and just
so much space.
And they basically asked thedad like two years later, like
(05:52):
what do you think?
And he's like I hate this place, hate it.
Like well, what do you mean?
Well, the only time we see eachother is because everyone has
their own room is when we're inthe living room.
When we're in the living room,it's almost dark as a cave
because of the three storyceilings.
We have to get special laddersin here to change the light
bulbs in the first place.
Never see my family.
The place is really expensiveto keep up and again, we're just
(06:13):
kind of in this big house andwe don't just talk clutter in a
really small area.
We don't really need that much,we just need each other and
this house does not provide that.
So we'd love to get rid of itand I'm like man.
What a great perspective.
Speaker 1 (06:24):
Right.
Speaker 2 (06:24):
Yeah, just like you have everything that you want.
You're like no, I just want tohang out with my family, so
let's go do that somewhere else.
Speaker 1 (06:29):
Yeah, yeah.
For me it's about the dogs.
Right, I rescue dogs and yeah.
And so it's like yeah, you gotthis 20 million dollar home.
Where do you walk your dogs?
And like with my woods here, Idon't go out with little plastic
bags.
Speaker 2 (06:44):
It's not how nature works.
Speaker 1 (06:45):
Like is a dog shitting the woods?
Yeah, absolutely.
Speaker 2 (06:48):
You leave it there, yeah.
Speaker 1 (06:51):
Yeah.
So I'm like, yeah, great house,where would I walk the dog?
So, yeah, sorry, I would havebought it, but yeah, I'll just
stay here, all right.
Well, let's dive into somemarketing news.
So I think the big thing foryou.
So, okay, first, first tell ushow you serve clients, like what
problem do you solve, and thenwe'll get into what you're doing
(07:12):
.
That's like pretty brand newwithin the last few months.
Sure.
Speaker 2 (07:15):
Yeah, I've been.
I've been in run ads for 15, 16years at this point, maybe even
17, if I kind of count on myfingers right and essentially
we've written a lot of Facebookads.
Now I work with my youngerbrother.
I have my own ad agency, whichis a digital agency.
My brother really has more of atraditional agency with, like
employees, billboards, radio, tv, stuff like that.
(07:35):
We joined forces about fiveyears ago and essentially what
ends up happening, my brotherhas been doing traditional
marketing for I think it'salmost 20 years at this point.
I just take a lot of that samekind of traditional marketing
practice and methods.
We apply the same thing online.
So we weren't won a bunch ofawards over this.
I got this here.
I'm gonna step away for thecamera for just a second.
I got this big old championshipbelt.
(07:55):
I've carried all over the worldthat has been awarded to me by
my peers and essentially whatthe whole thing is is we apply
traditional methods, which isbuilding a relationship and
multiple contact points.
We just do that online, whichpeople like you know David
Ogilvy has done, had done formany years made his clients
billions of dollars.
Eugene Schwartz same thing justusing those principles online.
(08:17):
So, at the end of the day, weare much better at building a
relationship with people throughcontent we're just not the best
at.
I'd love to you you make a lotof money out of it just that
direct response right, that,that headline that gets people
to click, that long-form salespay built the page against
people to buy right away.
We can do it.
We're just not the best at it.
We're really good at buildingrelationships and I think, which
(08:38):
is an important point here youknow, in the big iOS hit and all
the sudden people had problemswith tracking on Facebook and
stuff like that.
Those are all the directresponse people that literally
were just sending a whole bunchof clicks, they weren't building
a brand.
All the sudden that trackingwent away and all the sudden
they're just like oh my goodness, everything broke for us when
iOS and that big update happened, we didn't really see that much
of a fluctuation of performanceand people like why?
(08:59):
And it's like well, we alreadybuilt the relationship with
people.
So we're really on therelationship side of things
multiple contact points, lots ofcontent and that's really where
we see our most conversionscome from.
Speaker 1 (09:11):
Very cool.
Yeah, we're certainly on thesame page there, because I'm all
about the human connection.
That's an empathic.
Marketing is getting tounderstand your audience, and
Something that I know, you know,but I've Contextualize it a
different way.
So now I say you have to havetwo different levels of
understanding of your audienceversus experiential, and the
second is emotional.
And so I'm talking aboutexperiential, I'm talking about
(09:34):
level of awareness and level ofsophistication.
So that's what they'veexperienced, that's the, that's
the journey they're on, and thenthe emotional side is what I
call the 4d's of transformationdelivery.
So you've got the short-termdifficulties and desires in the
long-term dreads and dreams, andthen, you try, you tile that in
together.
That's where you get themessaging.
Another thing I've always saidis that, like so many people
(09:58):
online today, they want to makemoney with their funnel or their
funnels not working.
So it's their ads right and thefunnel in the ads.
They're just vehicles right forthe message.
So you want to speak to that alittle bit.
Speaker 2 (10:10):
It's funny.
I just did a presentation onthis literally just the other
day, so I have.
So three years ago I won, I wonthis belt and I basically told
everybody and I'm like look,here's the way the whole
strategy works.
You want to build arelationship with people, you
want to have multiple contactpoints and it's just not about
one click and one funnel.
And that's how I got kind ofvoted for the award and a lot of
people in the room disagreedwith me.
They're like, hey, we do reallywell with direct response.
(10:32):
What's interesting, I was comingup with a presentation to talk
about AI, for yesterday I ranacross this Harvard Business
Review article from thisgentleman who wrote this article
.
I can't remember the.
He's written four or five otherNational Bestselling books and
he's basically said I Call him,I call him cousin Frank, because
it's pretty amazing.
He basically comes out and saysa lot of people are just always
, they're always focused on thefunnel approach.
(10:55):
Right, the like, the ADA format.
What does agitate desire action?
I just a desire.
Yeah, you get that right.
Ada.
Speaker 1 (11:04):
Yeah, I think so.
Yeah, that's one of the Jarvisscripts.
Yeah.
Speaker 2 (11:06):
Yeah, absolutely so.
The thing is is he basicallysays through all of his other
research that a lot of peoplejust really try to do this Whole
forced funnel approach, whichmeans they treat everyone on one
single path and really whatstudies actually find is no,
there's a whole discoveryprocess where people think that
they know what their problem is.
Then they kind of discover thatthey do have a problem and then
(11:26):
from there they're gonna startevaluating with lots of
different people.
I mean, same thing I'm surethat you've done, lots of other
people have done hey, I want tobuy some, I'm gonna go to Google
, you start, you start doingthat research.
From doing that researchthey're gonna find people that
they find is are reputable,meaning like I'm sure you've
seen this too.
There's a lot of affiliateoffers with some really cheesy,
you know, kind of like weight,weight loss supplements, stuff
(11:48):
like that.
It's all direct response.
As soon as traffic turns off ortheir merchant accounts get shut
down, the entire business isshut down.
But what I like to say, whatwhat cousin Frank says from the
Harvard Business Review, isbasically people are no longer
buying in this linear format.
They're really buying based offrelationships, based up exactly
what you said Overallexperiences, demos, and then,
(12:10):
once they make the purchase,that's not the final purchase.
Meaning yeah, they may purchaseagain, but now the entire
evaluation process starts atthat purchase.
Meaning do I like this, do Ilike the company?
Do I like customer service?
So if you're just treating itlike a straight-up funnel and
customer service has their ownthing after that Completely
wrong.
The data shows it you got.
You have to build relationships.
You really have to build thisused to be a dirty word.
(12:31):
You really have to build thebrand if you want long-term
success.
Otherwise, literally yourFacebook account can get shut
down.
Your mid, your merchant account, can get shut down.
Now your business is shut downand you're done because
otherwise no one's heard of youbesides just direct response
clips.
Speaker 1 (12:45):
So my two cents those , that's, that's more than two,
though.
Yeah, that's yeah.
Then that's sort of my thingwith empathic marketing is that
the human connection is beinglost to such a big degree, and I
think, just the walls.
That's that the internet didand the social media, like
there's, there was a dividethere, and then Coronavirus came
(13:09):
along and that like not gettingpolitical on whether the social
distancing was right or wrong,but it was right, it happened,
and that just created even aneven bigger divide.
And now, with so many peoplejust looking for the quick buck
in the shortcut, it's just soeasy to, especially now.
I like to talk to you becauseyou're becoming a An expert in
(13:30):
AI to these days and you're atthe forefront for sure, and it's
just so easy just to plugeverything into the robots,
because that's what we all, wejust I just want to sit on the
couch Right over there, watch TVand let the robots make money
for me Are you soon will right.
Speaker 2 (13:44):
It's gonna be like what's that movie, walley, we're
all fat riding around theselike little air chairs, we don't
have to do anything,automatically fed all of our
entertainments.
Just right, here we're close.
Speaker 1 (13:53):
Well, we, we can't all do that though, right, yeah,
well.
Speaker 2 (13:58):
I mean, we can't all succeed at it.
Where did I see this from?
I can't remember who I saw.
They were talking about theeconomy and they're like the
problem with a Lot of schoolstoday is they want you succeed
to be your higher self, which istotally fine.
But then who's the landscapers?
Who's the people who pump gas?
Who works at a gas station?
It's okay to have differentdreams and desires.
You don't have to be the bestof the best, because if everyone
(14:18):
was the best of their best,there's a lot of services that
we wouldn't have anymore.
I'm just coming in.
That's interesting to thinkabout.
But you are absolutely true.
Right, if everyone lived totheir full potential, we'd kind
of be screwed.
Like who would?
Who would service atrestaurants?
Like who would be right, itwould be helping us at the gas
station.
Speaker 1 (14:35):
So I love there.
There are a couple ofrestaurants now that do have
robot servers.
I can't remember which onesthey were, but yeah, the robot
servers.
Speaker 2 (14:44):
I was talking to a friend of mine.
He has a 50 yet Well, he has a30 million dollar a year weed
business.
It's now 15 million a year.
He has the same staff.
So he's having to get rid of alot of staff.
And I'm in the in the thatbusiness.
The technology has changed somuch where they used to have
people who would, like you know,trim and cut buds and stuff
like that.
Now there's technology that allthose people are gone.
(15:05):
You just don't need thatanymore.
And, like I was talking to himtoday and I'm like you know, we
have a Burger King here inAustin.
There's like a manager and ageneral manager.
You pull in, you order yourfood.
If the food is made bycomputers and everything else,
it comes on out.
If there's some kind of problemwith the conveyor belt,
whatever, you have a managerthere.
But other than that, all thosepeople who are like I've been
working for McDonald's for 30years, they're gonna be
(15:27):
dedicated to me.
Oh, they're not.
As soon as they can, they getrid of you and you got to figure
out something else to do, which, in my opinion, I think this is
a huge opportunity.
With AI.
I think some people will getreplaced where they're really
lazy, but it's it's kind of likethe horse and buggy and car
right, cars are gonna run overall the horses.
What are we gonna do with allthe horses?
The horses just disappeared.
We're like oh, we just didsomething else.
So I think it was a bigopportunity here with the AI.
(15:50):
In my opinion.
Speaker 1 (15:54):
Okay.
So as a business owner, I'mtrying to figure what sort of.
When you pick a niche, whatwould?
How would you incorporate AIand keep that human connection?
Speaker 2 (16:05):
Name any business.
At the end of the day, what Ireally see more than anything
else for, in my opinion, overthe last 15 years doing this
Like your competitive advantageis your consistency, not
necessarily your great copy.
It's kind of like a singer whocomes out and they sing a really
great hit song.
Then they just don't doanything for a couple of years
and they just kind ofdisappeared an obscurity.
(16:27):
So consistently, if you'reposting on a regular basis, that
can be great.
If you're consistentlymessaging with your customers,
that's great.
So if AI can help you producecontent where you were engaging
with your customers on a regularbasis, you can absolutely add
your persona into AI.
You can write it around yourvoice.
There's lots of things that youcan do with AI to enhance your
(16:47):
consistency, to make it happenon a consistent basis, and that,
in my opinion, can be appliedto any type of business.
Short and long term still havethat human personal connection.
It's just at the end of the day.
It's idea generation, it'sanalyzing stuff that's already
there, discovering new stuffthat's previously been
undiscovered from you, and Ithink it's a way that you can
(17:08):
share with other humans.
It just automates the thoughtprocess, not necessarily human
touch, in my opinion.
Speaker 1 (17:15):
Hmm, I'm going to have to digest that a little bit
.
That's pretty deep.
Speaker 2 (17:22):
Every once in a while and, by the way, I'll have to
show you an app when we get donewith this.
If you were to upload this toYouTube, for example.
The app literally.
So this is going to apply toany business.
You do an interview like this,you upload it to YouTube, you
take the YouTube link, you throwit over to this other free
website there's tons of AI freewebsites out there and it will
find the highlights of ourdiscussion.
(17:44):
It will find when we startdiscussions.
It will find a good one minuteclip.
It will clip it for the minute.
It will focus directly on myface or directly on your face.
It will add the subtitles intoit.
It will add emojis into it aswell, and the whole process
takes three to five minutes andit's free.
Like, how can any business notuse that?
We record content once Now wecan reposition it in all these
(18:06):
different ways and, like, lotsof people may watch your YouTube
channel but unless you cut upthose videos and put them on
TikTok or Twitter and all theseother places, you can have a
better human connection becauseyou can be more consistent with
your content versus, hey, I onlyhave time to just do one thing
because I don't have the moneyor time to hire other people.
Work with other people.
Now that's becoming I don'twant to say a thing in the past,
(18:26):
but like people are going tohave to be creative, people are
going to succeed in this, peoplewho have to follow very
specific orders.
It's going to be very scary, inmy opinion, coming up in the
future.
Speaker 1 (18:36):
Okay, okay.
So what AI tool, like amazed,like shocks, that amazed you the
most right now?
Speaker 2 (18:48):
Me personally is probably I really like chat GBT.
I really do.
The way I like to explain thisto people is I didn't even know
this until like six months ago,when GBT has been around for a
long time.
It's been the backbone foryears that other people have
(19:09):
basically just used it, and Ihave some friends of mine that
have used it we talked aboutJasperai.
They've been using the GBT fora couple of years.
Well then, what was it?
Six, eight months ago, chat GBTcomes out, chatgbt, the chat
interface.
All of a sudden people are like, oh, my goodness, I can use
this, this is great, but it'skind of like the old IBM
(19:30):
computers.
And then it's like when peoplegot their hands on DOS, they're
like, oh, I can play with this alittle bit.
So right now, in my opinion,chat GBT and the chat
functionality is a lot like DOS,and what I mean by that is like
it's almost kind of like coding.
So I just recently celebrated my45th birthday.
Somebody asked me hey, wouldyou learn at 45?
And I'm like well, at 25, Iknew everything because I could
(19:53):
do anything at 35.
I wasn't really quite sure at45.
I mean, I don't have the fucksgoing on, honestly, like I'm
trying the best that I can, butwhat I do know is, if I ask
better questions, I alwaysreceive better things, period.
If I ask better questions whenI'm talking to a service member,
when I'm talking to an employee, a friend, if I'm asking better
(20:13):
questions, I will get betterresults.
That is exactly what chat GBTis.
So what happens is is chat GBTis like DOS.
I have to learn how to askbetter questions.
So it's like somebody said well, do you think AI is going to
take over for a bunch ofcopywriters?
And I'm like and I saw this onFacebook, it's so good.
And the meme response back wasnow customers are going to have
to tell us exactly what theywant.
So if you've ever built awebsite for a customer, I got
(20:36):
out of that business 14 yearsago for this very specific
reason hey, how would you likeyour website?
I would like it manly.
Okay, what does that mean toyou?
You know, like, can we make itpop more shimmer a little bit?
I have no idea what you'resaying.
So those jobs are 100%,completely safe Right Now.
(20:56):
What I'm seeing is is I like toplay with chat GBT, but there is
software out there, like Jasper, that takes that DOS and kind
of turns it to Windows, so itmakes it really easy that people
can just push some buttons.
So I like the rawness of chatGBT.
But right now there are so manytech companies out there
pushing AI systems thatliterally have been built in
these really great ways.
(21:17):
Some of them are a little bitbuggy, but a lot of people are
giving stuff away for free or 10or $15 a month just to get a
huge user base in this AI playright now.
So there's lots of free toolsout there, lots of these like
Windows types of tools where youcan hit buttons to make chat
GBT do stuff.
I just like the foundation ofthings I'm able.
Let me give you a perfectexample.
So we did an AI workshop whereit was supposed to be a four
(21:39):
hour webinar.
Yesterday we did a six hourwebinar and I figured, if we're
going to do a six hour webinar,why would we not do an upsell?
So we decided, like allentrepreneurs, at 6.30 in the
morning and the thing starts atnoon that we were just going to
go ahead and make an offer, butwe didn't have time to make a
sales page.
So what I did is Ian Stanley isa good friend of mine.
He's also a great copywriter.
He likes to use Google Docs.
(22:00):
So he wrote the sales letterand Google Docs and all his
ideas.
I took chat GBT and I copied theentire thing and I said can you
break down the sales letter onthe persuasion aspects of why
does this work?
What are some of the thingsthat's being used in the sales
letter that can help convertpeople?
So what chat GBT does is itlists out.
It was like 15 different things.
(22:21):
Here are the different formulasthat were used.
Here are the 15 differentthings that was used.
So basically I said you know,analyze this copy.
It provides me with thestructure of the copy and then I
say great, I'm now going towrite my own offer.
Here's what the offer is.
It's going to be this discountor we can get these bonuses.
We're going to do this.
Ask me any clarifying questionsbefore you rewrite this entire
(22:42):
page that you analyze Now inFrank Kern style, writing with
Alex Hormozzi's voice, becauseour audience follow Alex
Hormozzi right In his tone.
It asked me five or sixclarifying questions.
I hit a button and it wrote me.
It was a 2,500 word salesletter my business partner
copied.
Oh sorry, I told chat GBT thatwe were going to do this inside
(23:06):
of hang on one second.
Sorry about that.
So I posted this into chat.
Gbt asked for any clarifyingquestions and I did say hey, by
the way, I'm going to put thisin a Google Doc.
Please give me gift images thatmake this a copy even more
compelling.
Gave us all the ideas.
(23:26):
My business partner added alittle bit copy paste, put it in
the Google Doc.
Made three or four sales lateyesterday early in the day,
$3,000 a piece.
So like maybe it took me 30minutes to put together center
business partner, he spent 15minutes, but otherwise we were
going to build a sales page andtracking.
And like the biggest thing Ican tell you Mike is for me is I
(23:49):
kind of understand copy sort of.
But now that I can see how it'sbroke down and other people use
it, it's blowing my mind.
I'm learning so much.
And man, I even use this to doslow cooker meals my kids.
Chat GBT just changed my lifewith it.
It's been really great.
Speaker 1 (24:07):
Yeah, we live in the woods and Wild Garlic has a very
short window.
Anyway, I posted a thing on myFacebook page about you know.
I got Wild Garlic and one guy'slike oh yeah, we made some Wild
Garlic pesto, it's amazing.
So I went to chat and I saidgive me a good Wild Garlic pesto
recipe.
That's good.
It just popped up and I sent itto Monique, my wife, and she
(24:29):
made it.
It's amazing.
Speaker 2 (24:32):
I mean, you know one of the things and again, it's
just like you just don't knowwhat to ask sometimes.
Yeah, chat GBT.
For example, my girlfriend camehome with a box or a box, a
book that was about that thing.
She wants to do the whole 30.
Right.
She's like, hey, let's get onsome natural food and do some
whole 30.
Great.
So she gets this book.
Now she's like Well, I got toread this and I got to figure
(24:53):
out what ingredients I need.
I got to figure out the recipes.
I got to figure out theshopping list and I got to
figure out which.
This could take forever.
So it's a known book.
It's been out for a while.
So this is scary for contentcreators.
It's good and bad.
When I go to chat GBT, I go areyou familiar with the whole
30-day plan?
Yes, I am Great.
Here's the types of foods thatwe like.
Can you please produce me 20menu items that we could find in
(25:19):
the whole 30 that I can pickfrom, and it listed out 20.
So I'm like okay, I'm going togo ahead and choose the seven so
we can get a week meals atsupper.
Here are the seven things that Iwant to do.
Can you please make me ashopping list of all the
ingredients, organize it bysections, the typical store
sections, to make shopping a loteasier.
And please produce me I don'tneed me the recipes yet, just
(25:41):
produce me the food names.
So what it does is it printsout an entire shopping list and
then anytime my girlfriend'slike hey, what should we have
tonight?
I literally go to chat GBT,select one of the 15, copy paste
puts me out the recipe.
So I appreciate you about thebook, but we have physically
never opened the book becauseshe showed it to me and I'm like
ah nope, here's how we're goingto do that.
Speaker 1 (26:04):
So the dark I don't know if it's the dark side of
chat, though, because you and Iseem to be as geeky about this
thing as one another.
Because I love it, I just doeverything with it now, but two
things.
So I have a lawyer client and Iintroduced him to it and he's
actually replaced one of hisjunior partners or whatever.
I don't know what they'recalled, but I don't know,
(26:27):
because they do a lot ofresearch and they just do a lot
of like busy work, and nowchat's just doing it.
But he's like chat has createdsome laws in British Columbia
that don't exist, Like it justmade it up, and that's one of
the things about chat is like itresearches the internet.
So if somebody's writing somefictional law story that counts
(26:48):
for, like BC law 36-4, yeah, so,Harold, my client's like yeah,
so I looked it up and yeah, thatlaw doesn't exist, and so you
have to have some.
You have to know what you'retalking about to some degree for
a lot of things, right.
Speaker 2 (27:03):
Well, now here's the interesting thing, right.
So we're talking about chat GBT, so one, there is absolutely a
plug in right now.
There is a case precedent Ithink it was set three or four
months ago where somebody tookthe AI to court and they didn't
like these clothes, who it was,but they took the AI to court.
So whenever the judge wouldspeak or whenever the prosecutor
would speak, it would all betaken in through chat GBT and
(27:25):
then reworded and basicallythere was an earphone that was
fed into the person who was thedefense.
He had his own defense.
Chat GBT gave him his owndefense, got him out of it.
So there is actually softwareright now that can help argue
legal arguments for you directlythrough chat.
So here's the interesting thing.
So chat GBT for those of youwho don't know, it's essentially
(27:45):
like a computer programminglanguage, right?
It just forms all this otherdata and languages together.
Well, just like we havelanguage like, let's just say,
the English language, we haveour own culture around that
stuff like that, there's othercomputer languages that also
have their own culture and theycan do like different videos, or
they can do videos, they can dopictures, lots of different
stuff.
Well, jasperai uses five ofthose AI technologies.
(28:07):
So now, if you kind of thinkabout it, one of the things
that's really open to my eyes ina video I saw about this is
chat GBT is just one language.
The problem is before, like onthe interwebs on the interwebs,
we have all these differentpages to sort from.
Like you said, you don't reallyknow what's good, you don't
really know what's bad.
Chat GBT is actually starting tocombine all of that stuff.
(28:28):
So, instead of having separatelanguages, separate pages, it's
all one language, so it'sstarting to learn.
Now what's happening is whenyou have these multiple
languages that really combinetogether that's for all the
facts, checks, everything else.
So it's getting better andbetter and better.
So it's not like just chat hasone area.
That's like hey, you got to bereally careful because this law
doesn't exist.
There's 100 million users thatjoined chat GBT in the first 10
(28:51):
days.
So, with all of us putting inthis information and correcting
it anyway, and multiple languagemodels talking together, this
is where we see the universebeing able to talk to one
another.
We're going to start to seesome amazing things happen,
because before everything wasjust singled silos and they just
all have their owncommunication devices.
Now you're able to do researchlike perfect example generals.
(29:12):
They can basically say hey, ifwe were going to go to war with
Japan, they just ran this wartest.
Hey, if we're going to go towar with Japan, what would that
look like?
Chat GBT goes out there or theAI figures out how many planes
they actually have, what theground troops look like, what
they've done in the past it'sall the knowledge that it knows
about this and then it comesback to the general and says
here's your four options.
What would you like to do?
Right, it used to take weeksand intelligence and stuff like
(29:38):
that, and now it's literally youhit a button.
Now you have to have a humanthat says I'm going to make this
decision, but now think aboutthis.
Now we're talking aboutpolitics.
I'm going to put this into AIand see what happens.
As a human, we're going to votein for politics.
But a lot of the researchputting the pages.
I guarantee those Senate billsthat are just piles high
guarantee that's going to bewritten by AI in a very short
(29:59):
amount of time, because no onereads through that crap, but
they become laws.
Speaker 1 (30:03):
Yeah, yeah, I know Frank Kerns big on the course
creation with AI and I broughtin a book client, so this is an
amazing moment.
She wrote her motorcyclebasically around the world.
She was a stressed outexecutive before she went on the
trip.
Anyway, while she was away sheapplied the 12 universal laws,
like the law of attraction, alot of vibration, frequency and
(30:24):
all this stuff and a Hawaiianspirituality thing called la hop
.
I never say it right La Hoppa,no, no or something.
Speaker 2 (30:31):
The words like this long.
I know exactly what you'retalking about.
Speaker 1 (30:34):
Yeah, yeah.
And so it was these two things.
And so she wrote the book andshe wanted to monetize it and
she didn't know how.
So I'm like there's so manystressed out women like you that
can't ride their motorcyclearound the world.
They don't have a motorcycle,but you can teach them, like,
the 12 laws in this, in thespirituality thing, okay, how do
I do that?
I was like, well, and we knowyou can do, like done, we could
(30:58):
do a course or you could do oneon one coaching.
She's like, okay, and she has ageneral understanding of the 12
laws and that spirituality.
So I'm like, let me see if Ican come up with something for
you, absolutely.
And so, yeah, so this course Icreated for her and it takes me
about a half an hour and a halfan hour per section.
(31:19):
So there's 14 sections takes meabout half an hour.
But you have to ask the rightquestions that you this is the
thing, right?
Because if I just ask chat tocome up with 12, like, describe
the 12 laws, teach a course onit it's very rudimentary and
fundamental.
It doesn't really get into itright.
But then you have the follow upquestions, you ask and then
(31:41):
when it makes a mistake, youjust let it know.
It's like no, no, not this way,that way, and what is the way?
I've got it working now?
And, like you know, you have tokeep it all going in the same
thread because it learns fromitself.
But the way it's tied in thespirituality to each of the 12
laws I don't know if there'smany humans who are that
(32:02):
knowledgeable about those twothings that.
So this course that I'vecreated for her, it's a million
dollar course, Totally agree,totally agree.
Speaker 2 (32:13):
If we can ask better questions, that's what's going
to keep us marketers around herefor a while.
If we can ask better questions,the world's really our oyster
right.
It's really interesting.
It's just like we literallyhave a blank slate on chat GBT
and it's like what do you wantto create?
And it's like I don't even knowwhat's possible.
You can literally type that inI don't know what's possible.
Chat GBT.
I'm in this business.
Here's one of my favoriteprompts I want to write a course
(32:34):
on spirituality andmanifestations.
What are the top 10 promptsthat I should know from you as
I'm creating this course?
Speaker 1 (32:45):
Yeah.
Speaker 2 (32:46):
Right, it will give you the prompts and it's just
like hey, do you require anyother?
Do you require any otherinformation?
Here's the.
Here's the output that I'mlooking for.
I mean, one of the things thatI love to use chat for a perfect
example.
We were just talking aboutcooking.
If you ever go online and lookfor a cooking recipe, it's a lot
of these content sites.
You got to read all the waydown the side and there's that
over here.
There's a little pop up thingover here.
There's some other weirdarticle that gets placed in here
(33:07):
.
Speaker 1 (33:08):
So you always click on the wrong thing because you
think you're going to read moreof it, but no, you're on to an
ad.
Yeah.
Speaker 2 (33:13):
Or it's not the right recipe or there's a one
ingredient that I don't have, soI'm going to go to another
recipe chat GBT.
It's just one thing to focus on.
That's it.
Yeah, I have these ingredients.
I want to make.
I want to make something under20 minutes that feel the taste
like a professional chef made it.
Also, give me a couple ofhumorous limericks along the way
, as you're, as you're giving meinstructions.
There's a friend of mine, laurabetter lead.
(33:35):
She's been marketing online forlike 25 years.
She's amazing.
She's like.
You know what I do with chatGBT.
I go what she's.
She goes.
I say give me some old school,old time Jewish recipes.
And while giving, while givingme the Jewish, jewish recipes
that have like these threeingredients, also talk to me.
You're like.
You're like my 95 year oldYiddish grandmother, who's still
(33:57):
disappointed in my lifedecisions that will throw out
rude comments and funny andfunny comments along the way.
And she's like we'll literallyprint out recipes and we're
reading a story, at the sametime laughing, where we're
cooking dinner.
Speaker 1 (34:08):
And.
Speaker 2 (34:08):
I'm like did you know that was possible?
Speaker 1 (34:10):
That's really great so yeah, that's so many things
you connect with people on.
Yeah, before we start like say,chat like I saw live in the
woods, I'm all alone and I'veI've got a friend now.
It's kind of scary.
Speaker 2 (34:23):
I mean, mike, I'll tell you there's there I read an
article with a guy actuallyperforming therapy on himself
with chat GBT and he can godeeper and he feels more because
it's inanimate.
He feels he can go deeper andhe's like it's kind of scary.
But I really dove really deepand I had some therapy sessions
over the course of a couple ofdays.
That got me much farther thanhis therapy sessions over the
(34:44):
last couple of years.
Speaker 1 (34:46):
Wow, I'm going to do that because I've got some
issues.
Speaker 2 (34:53):
Well, the other side is there's a, there's a video
I'll give you.
If you remember, there was amovie that came out that was
called social, the socialdilemma.
You remember that movie at all.
Speaker 1 (35:01):
Yeah, yeah.
Speaker 2 (35:02):
Right and it was all about how Facebook data from
Cambridge Young, the litica, wasused in the presidential
election and basically howsocial media networks or even
advertisers can manipulatedepending on how much money that
they spend can manipulatepublic opinion.
Now the guys who created thatmovie created a YouTube video
that's called the AI dilemma andit actually talks a lot about
(35:23):
like here's the opportunity.
But so, for instance, you saidlonely, so Snapchat.
They give an example of thisSnapchat put in chat, where you
can basically kind of chat backand forth, meaning when your
friends are offline, you can belike hey, how's it going?
I'm doing great, how are you?
And you can go back and forth.
Well, one of the experiencesthey ran was hey, I'm a 15 year
old kid.
I really like X, y and Z, andthen started in.
(35:46):
The kid was obviously an adult,started to say hey, I just met
this really nice guy, sean,online.
He's 35.
He says really nice things tome.
I think I like this guy.
Hey, a little bit later, hey,this guy asked me to go on
vacation with him.
It's across state lines.
I use it across the lines inanother state and the chat
(36:07):
basically returns back.
It sounds like you're on aromantic relationship.
I encourage you to take it slow, but this is something fun and
exciting.
And then the person's like I'mgoing to go meet this person
across state and I think they'retalking about having sex for
the first time, and the AIbasically writes back to say hey
, just be very careful, justmeaning it's going to be a
really sensitive time.
(36:28):
You want it to be reallyspecial.
And people are like Well, waita minute, chat, you'll be.
Tea almost helped groom thiskid from who's already getting
groomed from some child predatorand it didn't recognize it was
15.
We need to really think aboutthis AI.
Yeah, having that chat's great,but if there's not governors
that are put in place and somerestrictions, man, you don't
(36:50):
know who you're talking to andthe horrible advice you may be
getting as well too.
So you just there's some goodand scary that goes along with
this whole thing.
Speaker 1 (36:57):
Yeah, well, we're coming to the top of the hour,
then I know your time isvaluable.
I'm going to wrap up with, ifin any business, what's one
thing that you would recommend abusiness start doing today or
do more of?
To move the needle.
What do you think will move theneedle for a business more than
anything?
Speaker 2 (37:15):
Right now, content creation is great.
You know, they always saycontent is king.
I've said I've been doing thisfor 15 years.
When I got into it 15 years ago, like contents King.
So what's really interesting isearlier this year I did a
presentation on the 2022 Trends2023 predictions.
On Facebook, youtube, tick tockand Instagram.
All the sites basically say thesame thing One minute long
(37:37):
videos or like 30 second videos.
Tick tock got really great out.
I mean, tick tock's now open itup to 10 minutes, but these one
minute videos on Facebook reels, instagram reels, youtube
shorts and on tick tock.
The algorithm is like a Spotifyor a Netflix, meaning you don't
have to have any friends, youdon't have to have any followers
, you don't have to have a pagewith any connection.
(37:57):
If you were posting one minutecontent on a regular basis,
those four, those four socialmedia sites, will find brand new
eyeballs that they believe willlike and consume your
information.
So it used to be post onTwitter, post on Facebook.
If you have friends andfollowers, get a lot of like.
I hated those emails.
We just started our fan pageand we sent you an email.
(38:18):
Could you please like our fanpage?
Like us, and it's just likecome on, stupid, right.
Well, now, what is happening isyou create these one minute
videos of really good value, andthere's different types of
content.
The algorithms are meant tofind people that didn't even
know that they wanted to seethis information that they find
Useful and timely.
So if you're putting out abunch of one minute content,
(38:40):
what's gonna happen is theplatforms will actually go out
and find you a cold audience.
It's never been done before,just really taken off in the
last 18 months.
Is if I were in your shoes andit doesn't matter your budget,
or if you don't have a budget,you can do it on your iPhone One
minute videos consistentlyposted to those four networks
that I just talked about, inreels or shorts on like on
YouTube or tiktok, can make ahuge difference to the business.
(39:02):
You just have to do itconsistently.
It's not for videos, it's likea video a day and just keep on
going.
If you did a video a day for 60days, you're your.
Your business wouldunequivocally be different.
I mean, we're talking aboutorganically, not even paid
traffic yet.
So my opinion one minute videosconsistently on those networks
can make a huge difference rightnow for people.
Speaker 1 (39:21):
So that was Facebook, instagram, tiktok and YouTube.
Yep.
Speaker 2 (39:26):
Everyone's trying everyone's trying, to admit,
trying to mock tiktok because,literally, you don't have to
have any followers.
You don't follow anybody andsomeone can be on their phone
for Five to seven minutes andtiktok knows the exact algorithm
to feed you content andeverything else just within a
couple of minutes Of youscrolling and knowing what you
watch.
Speaker 1 (39:45):
Huh.
Well, one of the reasons Istarted the podcast and one of
the reasons I'm guessing onpodcasts is because I'm a long.
I'm a loquacious sort of person.
I can't, I can't, I suck at oneminute stuff.
It's a, so my content is gonnabe more long-form, like saying
podcasting and guesting onpodcast in the longer videos.
But like the solutions right inmy face, I told you the AI tool
(40:09):
, right?
Speaker 2 (40:10):
if you look at Joe, if you look at Joe Rogan's
podcast, for example, that's allthey do there.
It's a four or five hour longpodcast, and then they cut him
up into these one minute clips.
Now he has thousands of clipsout there, but those thousands
of clips are doing the work togo out and find a brand new
audience.
Why his podcast keeps growing?
Because all this content is outthere.
Everyone's being exposed to him.
Now, versus I'm not gonna watcha four hour podcast, people are
(40:31):
watching, you know, one minuteclips all day long.
So now, as I mentioned, there'sAI software that figures out
where's an opening hook, where'sgood content, where is it for a
minute.
We'll transcribe it or writethe headline or write the
hashtag.
We'll even write thedescription and give you the
edited video at the end.
So there's like no reason whynot to do it when it's all done
for you, right?
Speaker 1 (40:49):
And you showed it to me before we started.
But it's Merlin, that's.
That's the.
Speaker 2 (40:53):
No, I'll, actually saw the other one.
I'll pull up and I'll send youafter this call.
Okay, essentially it's.
It's like there's a lot ofstuff out there like this it's
free and you literally just takea YouTube video, put the clip
in there and it Does everythingfor you.
Speaker 1 (41:06):
Well, cool.
So how do you help people nowand and how can they reach you?
What, what's, what do you havefor for our listeners to?
Speaker 2 (41:13):
a couple different ways.
It's the typical.
We have a do-it-yourselfprogram, so we have courses and
stuff like that anywhere fromlearn how to run Facebook ads,
expert Facebook ad training.
I train a lot of agency Staffso when they hire a new staff on
, they use our types oftrainings to do that.
We also have it done with you,which essentially is like we're
working with AI helping you canraise your offer Just to run
(41:35):
traffic.
The third thing is we have afull service agency, so if
you're spending $20,000 or morea month on ads, we are really
great, for you can really helptake it up.
If you were just kind ofgetting started trying to figure
that out, the done for the donewith you or Do it yourself is
really the kind of the bestoption.
So Just let me know how we canhelp.
Always happy to jump on thephone, collaborate and, mike, I
(41:57):
really really appreciate thetime.
It is great.
Speaker 1 (41:59):
So what?
Well, I'll put it in the chatand you can say to me or the in
the description but what's yourwebsite or how do people find
you?
Speaker 2 (42:06):
People can find me in two different ways.
You can go to black box socialmedia calm, a black box social
media calm, or, as an example ofwhat we're talking about, an AI
.
If you go to your ad doc coach.
So your ad doc coach, you'llsee a website that has some kind
of retro branding on it, somepop art.
All of this was created by AI.
The entire website was createdwithin a day, which usually
(42:27):
would take us a lot longer.
We have articles on the siteand literally the site was
created with, with AI, and it'sjust making things a lot easier.
So, your ad doc coach, if youwant to find out more kind of
about our coaching and done withyou, and black box social media
Com, if you want to find outmore about our agency stuff.
Speaker 1 (42:42):
Cool.
Well, this is a.
This is an entertaining andeducational talk for me.
That's good, so thanks.
Thanks for coming out, yeahhappy to help All right, see you
next time Cool.
Thanks, mike, I appreciate youand that is a wrap for this
episode of because business ispersonal.
Thanks for joining us and don'tforget to take advantage of my
(43:03):
two special offers.
First, you can get a free copyof my best-selling book and
pathic marketing.
You just pay for the shipping.
Or you can have 50% discount onmy gap analysis session with
the coupon code podcast.
Just head over to WWW dotbecause business is personal,
comm or check the show notes fordetails.
(43:26):
If you've enjoyed today'sepisode, please don't forget to
follow, subscribe, leave areview and share the podcast
with others who might benefit.
Your support means the world tous, so stay tuned for our next
episode, where we'll continue todelve into the intersection of
empathy and marketing strategy.
Remember, because business isindeed personal, every
(43:49):
Connection counts.
Until next time, see you then.
Hey, welcome to the Because Business is Personal
podcast, the podcast whereempathy meets marketing strategy
.
I'm your host, mike Caldwell,but I'm also known as the
marketing medic.
Now, the reason for that isbecause, before becoming a
marketing strategist, I actuallyworked as a paramedic for 12
years, and it was during thattime that I realized how
(00:20):
important it was to trulyunderstand the problems your
patient was facing before youstarted providing treatment.
And it's the same understanding, the same empathy, is just as
crucial when it comes tounderstanding our prospects and
making sales, and that's why, ineach episode, we'll dissect the
art of empathic marketing,exploring how top professionals
(00:44):
infuse empathy into theirstrategies to build stronger
relationships, boost their salesand make a lasting impact.
So buckle up and prepare toturn up the dial on your
marketing effectiveness.
As we gear up to dive deeperinto the realm of empathic
marketing, I'd like to share acouple of special offers with
you.
First, you can get a free copyof my international bestselling
(01:07):
book Empathic Marketing.
You only need to cover the costof shipping.
Reading this will provide youwith a much more in-depth
understanding of theempathy-based marketing approach
that we explore in this show.
Next, I'm offering a 50%discount on a transformative
30-minute gap analysis sessionwith me.
Reading this session willidentify the hurdles in your
(01:30):
marketing efforts and togetherwill develop an actionable
roadmap aimed at winning youmore clients and making you more
sales.
Just visit my website,wwwbecausebusinessispersonalcom
to grab your book or use couponcode podcast to take advantage
of my gap analysis offer.
(01:51):
So why wait?
Let's start turbocharging yourmarketing strategy today.
Now let's get started with ourepisode.
Hey everybody, mike Koldo, theMarketing Medic, and today I
have with me Kurt Mele of BlackBox Social Media.
Kurt's got a pretty coolbackstory in that he was
actually banned from Facebookfor quite some time and that's
(02:14):
his business.
So Kurt's got a lot of insightinto Facebook, a lot of insight
into copywriting and messaging,and just looking forward to
learning from Kurt and what hehas to say today.
Welcome, kurt.
Good to be here.
Thanks for having me.
Mike, appreciate it.
Yeah.
So the first thing we like todo on the show is to lighten the
load a little bit and startwith a joke.
And so what do you got for us?
(02:36):
You got any zingers?
Speaker 2 (02:38):
Do you know what happens when you fart in church?
Speaker 1 (02:41):
I do not know.
Speaker 2 (02:43):
You have to sit in your own pew.
Speaker 1 (02:46):
Very good.
So I told this joke a couple ofdays ago, so the listeners have
heard it, but you haven't heardit, and so I'm going to tell it
, because it's along those samelines.
What is brown and sticky?
A stick?
It's not what you're thinking,is it?
So here's a dad joke that I gotfrom you.
(03:09):
What is a baby computer?
Call his father, and this one'sfor you, because I know you're
a new dad and you like computers, data.
Speaker 2 (03:21):
Yep, another dad joke , Another dad joke.
Speaker 1 (03:27):
All right.
So now that we've got those badjokes out of the way.
So I'm all about empathicmarketing and getting to
understand people and like humanconnections and the personal
side of things.
So what's something personalthat you would like to share
about your life that would be ofinterest to our listeners?
Speaker 2 (03:46):
I'm 45 years old and just have my first kid.
Wow, that's pretty interesting.
I thought I was just prettyselfish already and then one of
those little things came alongand I'm like, oh, can't do that
anymore.
I guess I've got to make betterdecisions with my life.
So that's all prettyinteresting.
I love marketing and I loveworking all the time, so I work
a lot, but now with a little one, I just spend a lot of time
(04:08):
with her versus just kind oftrying to figure out how to make
more money, so I don't reallycare Like at the end of the day,
I guess I don't really careabout driving a Ferrari, like
money's cool and all.
I love experiences more thananything else.
So I'm more about experiencesversus nice fancy things for the
most part, like I live in somefancy places, but I just really
like good people and goodexperiences more than material
(04:30):
stuff.
Speaker 1 (04:31):
Yeah, I think we're on the same page there.
Like I think you know, I liveon like 164 wooded acres, my
closest neighbor's a mile away,and I drive my ATV way more than
I drive my truck.
Speaker 2 (04:44):
That sounds like fun, heck yeah.
Speaker 1 (04:47):
Yeah, yeah, so I'm yeah well.
So we were watching my wife andI were watching some one of the
guilty pleasure realty shows onNetflix, sunset, whatever and
they showed like I think it wasa $22 million home on the hills
of California.
I said, wow, that's a reallynice place, but I'd rather live
(05:07):
here.
Speaker 2 (05:09):
I'll never forget.
It was kind of impactful.
I remember reading the storythat basically better homes and
gardens used to give away thesebig old houses.
You know like once a year bigold giveaway.
And they gave away this hugehouse to this family.
I think they had three kids andbasically just kind of imagine
the house.
It's out at the lake and youhave a balcony porch that you
can walk in, you can fish rightoff the porch.
Can you hear me?
(05:29):
Okay, or did drop out?
Speaker 1 (05:30):
Yeah, I'm good.
Speaker 2 (05:32):
Okay, good, and basically what they had is, like
I said, you could fish off theporch.
The house was so big thatinside, in the living room, I
think, was like three stories orsomething like that, with a big
old chandelier, and then eachof the kids had their own rooms,
which are almost like lofts,that would kind of like split
off.
So this huge house and allthese different rooms and just
so much space.
And they basically asked thedad like two years later, like
(05:52):
what do you think?
And he's like I hate this place, hate it.
Like well, what do you mean?
Well, the only time we see eachother is because everyone has
their own room is when we're inthe living room.
When we're in the living room,it's almost dark as a cave
because of the three storyceilings.
We have to get special laddersin here to change the light
bulbs in the first place.
Never see my family.
The place is really expensiveto keep up and again, we're just
(06:13):
kind of in this big house andwe don't just talk clutter in a
really small area.
We don't really need that much,we just need each other and
this house does not provide that.
So we'd love to get rid of itand I'm like man.
What a great perspective.
Speaker 1 (06:24):
Right.
Speaker 2 (06:24):
Yeah, just like you have everything that you want.
You're like no, I just want tohang out with my family, so
let's go do that somewhere else.
Speaker 1 (06:29):
Yeah, yeah.
For me it's about the dogs.
Right, I rescue dogs and yeah.
And so it's like yeah, you gotthis 20 million dollar home.
Where do you walk your dogs?
And like with my woods here, Idon't go out with little plastic
bags.
Speaker 2 (06:44):
It's not how nature works.
Speaker 1 (06:45):
Like is a dog shitting the woods?
Yeah, absolutely.
Speaker 2 (06:48):
You leave it there, yeah.
Speaker 1 (06:51):
Yeah.
So I'm like, yeah, great house,where would I walk the dog?
So, yeah, sorry, I would havebought it, but yeah, I'll just
stay here, all right.
Well, let's dive into somemarketing news.
So I think the big thing foryou.
So, okay, first, first tell ushow you serve clients, like what
problem do you solve, and thenwe'll get into what you're doing
(07:12):
.
That's like pretty brand newwithin the last few months.
Sure.
Speaker 2 (07:15):
Yeah, I've been.
I've been in run ads for 15, 16years at this point, maybe even
17, if I kind of count on myfingers right and essentially
we've written a lot of Facebookads.
Now I work with my youngerbrother.
I have my own ad agency, whichis a digital agency.
My brother really has more of atraditional agency with, like
employees, billboards, radio, tv, stuff like that.
(07:35):
We joined forces about fiveyears ago and essentially what
ends up happening, my brotherhas been doing traditional
marketing for I think it'salmost 20 years at this point.
I just take a lot of that samekind of traditional marketing
practice and methods.
We apply the same thing online.
So we weren't won a bunch ofawards over this.
I got this here.
I'm gonna step away for thecamera for just a second.
I got this big old championshipbelt.
(07:55):
I've carried all over the worldthat has been awarded to me by
my peers and essentially whatthe whole thing is is we apply
traditional methods, which isbuilding a relationship and
multiple contact points.
We just do that online, whichpeople like you know David
Ogilvy has done, had done formany years made his clients
billions of dollars.
Eugene Schwartz same thing justusing those principles online.
(08:17):
So, at the end of the day, weare much better at building a
relationship with people throughcontent we're just not the best
at.
I'd love to you you make a lotof money out of it just that
direct response right, that,that headline that gets people
to click, that long-form salespay built the page against
people to buy right away.
We can do it.
We're just not the best at it.
We're really good at buildingrelationships and I think, which
(08:38):
is an important point here youknow, in the big iOS hit and all
the sudden people had problemswith tracking on Facebook and
stuff like that.
Those are all the directresponse people that literally
were just sending a whole bunchof clicks, they weren't building
a brand.
All the sudden that trackingwent away and all the sudden
they're just like oh my goodness, everything broke for us when
iOS and that big update happened, we didn't really see that much
of a fluctuation of performanceand people like why?
(08:59):
And it's like well, we alreadybuilt the relationship with
people.
So we're really on therelationship side of things
multiple contact points, lots ofcontent and that's really where
we see our most conversionscome from.
Speaker 1 (09:11):
Very cool.
Yeah, we're certainly on thesame page there, because I'm all
about the human connection.
That's an empathic.
Marketing is getting tounderstand your audience, and
Something that I know, you know,but I've Contextualize it a
different way.
So now I say you have to havetwo different levels of
understanding of your audienceversus experiential, and the
second is emotional.
And so I'm talking aboutexperiential, I'm talking about
(09:34):
level of awareness and level ofsophistication.
So that's what they'veexperienced, that's the, that's
the journey they're on, and thenthe emotional side is what I
call the 4d's of transformationdelivery.
So you've got the short-termdifficulties and desires in the
long-term dreads and dreams, andthen, you try, you tile that in
together.
That's where you get themessaging.
Another thing I've always saidis that, like so many people
(09:58):
online today, they want to makemoney with their funnel or their
funnels not working.
So it's their ads right and thefunnel in the ads.
They're just vehicles right forthe message.
So you want to speak to that alittle bit.
Speaker 2 (10:10):
It's funny.
I just did a presentation onthis literally just the other
day, so I have.
So three years ago I won, I wonthis belt and I basically told
everybody and I'm like look,here's the way the whole
strategy works.
You want to build arelationship with people, you
want to have multiple contactpoints and it's just not about
one click and one funnel.
And that's how I got kind ofvoted for the award and a lot of
people in the room disagreedwith me.
They're like, hey, we do reallywell with direct response.
(10:32):
What's interesting, I was comingup with a presentation to talk
about AI, for yesterday I ranacross this Harvard Business
Review article from thisgentleman who wrote this article
.
I can't remember the.
He's written four or five otherNational Bestselling books and
he's basically said I Call him,I call him cousin Frank, because
it's pretty amazing.
He basically comes out and saysa lot of people are just always
, they're always focused on thefunnel approach.
(10:55):
Right, the like, the ADA format.
What does agitate desire action?
I just a desire.
Yeah, you get that right.
Ada.
Speaker 1 (11:04):
Yeah, I think so.
Yeah, that's one of the Jarvisscripts.
Yeah.
Speaker 2 (11:06):
Yeah, absolutely so.
The thing is is he basicallysays through all of his other
research that a lot of peoplejust really try to do this Whole
forced funnel approach, whichmeans they treat everyone on one
single path and really whatstudies actually find is no,
there's a whole discoveryprocess where people think that
they know what their problem is.
Then they kind of discover thatthey do have a problem and then
(11:26):
from there they're gonna startevaluating with lots of
different people.
I mean, same thing I'm surethat you've done, lots of other
people have done hey, I want tobuy some, I'm gonna go to Google
, you start, you start doingthat research.
From doing that researchthey're gonna find people that
they find is are reputable,meaning like I'm sure you've
seen this too.
There's a lot of affiliateoffers with some really cheesy,
you know, kind of like weight,weight loss supplements, stuff
(11:48):
like that.
It's all direct response.
As soon as traffic turns off ortheir merchant accounts get shut
down, the entire business isshut down.
But what I like to say, whatwhat cousin Frank says from the
Harvard Business Review, isbasically people are no longer
buying in this linear format.
They're really buying based offrelationships, based up exactly
what you said Overallexperiences, demos, and then,
(12:10):
once they make the purchase,that's not the final purchase.
Meaning yeah, they may purchaseagain, but now the entire
evaluation process starts atthat purchase.
Meaning do I like this, do Ilike the company?
Do I like customer service?
So if you're just treating itlike a straight-up funnel and
customer service has their ownthing after that Completely
wrong.
The data shows it you got.
You have to build relationships.
You really have to build thisused to be a dirty word.
(12:31):
You really have to build thebrand if you want long-term
success.
Otherwise, literally yourFacebook account can get shut
down.
Your mid, your merchant account, can get shut down.
Now your business is shut downand you're done because
otherwise no one's heard of youbesides just direct response
clips.
Speaker 1 (12:45):
So my two cents those , that's, that's more than two,
though.
Yeah, that's yeah.
Then that's sort of my thingwith empathic marketing is that
the human connection is beinglost to such a big degree, and I
think, just the walls.
That's that the internet didand the social media, like
there's, there was a dividethere, and then Coronavirus came
(13:09):
along and that like not gettingpolitical on whether the social
distancing was right or wrong,but it was right, it happened,
and that just created even aneven bigger divide.
And now, with so many peoplejust looking for the quick buck
in the shortcut, it's just soeasy to, especially now.
I like to talk to you becauseyou're becoming a An expert in
(13:30):
AI to these days and you're atthe forefront for sure, and it's
just so easy just to plugeverything into the robots,
because that's what we all, wejust I just want to sit on the
couch Right over there, watch TVand let the robots make money
for me Are you soon will right.
Speaker 2 (13:44):
It's gonna be like what's that movie, walley, we're
all fat riding around theselike little air chairs, we don't
have to do anything,automatically fed all of our
entertainments.
Just right, here we're close.
Speaker 1 (13:53):
Well, we, we can't all do that though, right, yeah,
well.
Speaker 2 (13:58):
I mean, we can't all succeed at it.
Where did I see this from?
I can't remember who I saw.
They were talking about theeconomy and they're like the
problem with a Lot of schoolstoday is they want you succeed
to be your higher self, which istotally fine.
But then who's the landscapers?
Who's the people who pump gas?
Who works at a gas station?
It's okay to have differentdreams and desires.
You don't have to be the bestof the best, because if everyone
(14:18):
was the best of their best,there's a lot of services that
we wouldn't have anymore.
I'm just coming in.
That's interesting to thinkabout.
But you are absolutely true.
Right, if everyone lived totheir full potential, we'd kind
of be screwed.
Like who would?
Who would service atrestaurants?
Like who would be right, itwould be helping us at the gas
station.
Speaker 1 (14:35):
So I love there.
There are a couple ofrestaurants now that do have
robot servers.
I can't remember which onesthey were, but yeah, the robot
servers.
Speaker 2 (14:44):
I was talking to a friend of mine.
He has a 50 yet Well, he has a30 million dollar a year weed
business.
It's now 15 million a year.
He has the same staff.
So he's having to get rid of alot of staff.
And I'm in the in the thatbusiness.
The technology has changed somuch where they used to have
people who would, like you know,trim and cut buds and stuff
like that.
Now there's technology that allthose people are gone.
(15:05):
You just don't need thatanymore.
And, like I was talking to himtoday and I'm like you know, we
have a Burger King here inAustin.
There's like a manager and ageneral manager.
You pull in, you order yourfood.
If the food is made bycomputers and everything else,
it comes on out.
If there's some kind of problemwith the conveyor belt,
whatever, you have a managerthere.
But other than that, all thosepeople who are like I've been
working for McDonald's for 30years, they're gonna be
(15:27):
dedicated to me.
Oh, they're not.
As soon as they can, they getrid of you and you got to figure
out something else to do, which, in my opinion, I think this is
a huge opportunity.
With AI.
I think some people will getreplaced where they're really
lazy, but it's it's kind of likethe horse and buggy and car
right, cars are gonna run overall the horses.
What are we gonna do with allthe horses?
The horses just disappeared.
We're like oh, we just didsomething else.
So I think it was a bigopportunity here with the AI.
(15:50):
In my opinion.
Speaker 1 (15:54):
Okay.
So as a business owner, I'mtrying to figure what sort of.
When you pick a niche, whatwould?
How would you incorporate AIand keep that human connection?
Speaker 2 (16:05):
Name any business.
At the end of the day, what Ireally see more than anything
else for, in my opinion, overthe last 15 years doing this
Like your competitive advantageis your consistency, not
necessarily your great copy.
It's kind of like a singer whocomes out and they sing a really
great hit song.
Then they just don't doanything for a couple of years
and they just kind ofdisappeared an obscurity.
(16:27):
So consistently, if you'reposting on a regular basis, that
can be great.
If you're consistentlymessaging with your customers,
that's great.
So if AI can help you producecontent where you were engaging
with your customers on a regularbasis, you can absolutely add
your persona into AI.
You can write it around yourvoice.
There's lots of things that youcan do with AI to enhance your
(16:47):
consistency, to make it happenon a consistent basis, and that,
in my opinion, can be appliedto any type of business.
Short and long term still havethat human personal connection.
It's just at the end of the day.
It's idea generation, it'sanalyzing stuff that's already
there, discovering new stuffthat's previously been
undiscovered from you, and Ithink it's a way that you can
(17:08):
share with other humans.
It just automates the thoughtprocess, not necessarily human
touch, in my opinion.
Speaker 1 (17:15):
Hmm, I'm going to have to digest that a little bit
.
That's pretty deep.
Speaker 2 (17:22):
Every once in a while and, by the way, I'll have to
show you an app when we get donewith this.
If you were to upload this toYouTube, for example.
The app literally.
So this is going to apply toany business.
You do an interview like this,you upload it to YouTube, you
take the YouTube link, you throwit over to this other free
website there's tons of AI freewebsites out there and it will
find the highlights of ourdiscussion.
(17:44):
It will find when we startdiscussions.
It will find a good one minuteclip.
It will clip it for the minute.
It will focus directly on myface or directly on your face.
It will add the subtitles intoit.
It will add emojis into it aswell, and the whole process
takes three to five minutes andit's free.
Like, how can any business notuse that?
We record content once Now wecan reposition it in all these
(18:06):
different ways and, like, lotsof people may watch your YouTube
channel but unless you cut upthose videos and put them on
TikTok or Twitter and all theseother places, you can have a
better human connection becauseyou can be more consistent with
your content versus, hey, I onlyhave time to just do one thing
because I don't have the moneyor time to hire other people.
Work with other people.
Now that's becoming I don'twant to say a thing in the past,
(18:26):
but like people are going tohave to be creative, people are
going to succeed in this, peoplewho have to follow very
specific orders.
It's going to be very scary, inmy opinion, coming up in the
future.
Speaker 1 (18:36):
Okay, okay.
So what AI tool, like amazed,like shocks, that amazed you the
most right now?
Speaker 2 (18:48):
Me personally is probably I really like chat GBT.
I really do.
The way I like to explain thisto people is I didn't even know
this until like six months ago,when GBT has been around for a
long time.
It's been the backbone foryears that other people have
(19:09):
basically just used it, and Ihave some friends of mine that
have used it we talked aboutJasperai.
They've been using the GBT fora couple of years.
Well then, what was it?
Six, eight months ago, chat GBTcomes out, chatgbt, the chat
interface.
All of a sudden people are like, oh, my goodness, I can use
this, this is great, but it'skind of like the old IBM
(19:30):
computers.
And then it's like when peoplegot their hands on DOS, they're
like, oh, I can play with this alittle bit.
So right now, in my opinion,chat GBT and the chat
functionality is a lot like DOS,and what I mean by that is like
it's almost kind of like coding.
So I just recently celebrated my45th birthday.
Somebody asked me hey, wouldyou learn at 45?
And I'm like well, at 25, Iknew everything because I could
(19:53):
do anything at 35.
I wasn't really quite sure at45.
I mean, I don't have the fucksgoing on, honestly, like I'm
trying the best that I can, butwhat I do know is, if I ask
better questions, I alwaysreceive better things, period.
If I ask better questions whenI'm talking to a service member,
when I'm talking to an employee, a friend, if I'm asking better
(20:13):
questions, I will get betterresults.
That is exactly what chat GBTis.
So what happens is is chat GBTis like DOS.
I have to learn how to askbetter questions.
So it's like somebody said well, do you think AI is going to
take over for a bunch ofcopywriters?
And I'm like and I saw this onFacebook, it's so good.
And the meme response back wasnow customers are going to have
to tell us exactly what theywant.
So if you've ever built awebsite for a customer, I got
(20:36):
out of that business 14 yearsago for this very specific
reason hey, how would you likeyour website?
I would like it manly.
Okay, what does that mean toyou?
You know, like, can we make itpop more shimmer a little bit?
I have no idea what you'resaying.
So those jobs are 100%,completely safe Right Now.
(20:56):
What I'm seeing is is I like toplay with chat GBT, but there is
software out there, like Jasper, that takes that DOS and kind
of turns it to Windows, so itmakes it really easy that people
can just push some buttons.
So I like the rawness of chatGBT.
But right now there are so manytech companies out there
pushing AI systems thatliterally have been built in
these really great ways.
(21:17):
Some of them are a little bitbuggy, but a lot of people are
giving stuff away for free or 10or $15 a month just to get a
huge user base in this AI playright now.
So there's lots of free toolsout there, lots of these like
Windows types of tools where youcan hit buttons to make chat
GBT do stuff.
I just like the foundation ofthings I'm able.
Let me give you a perfectexample.
So we did an AI workshop whereit was supposed to be a four
(21:39):
hour webinar.
Yesterday we did a six hourwebinar and I figured, if we're
going to do a six hour webinar,why would we not do an upsell?
So we decided, like allentrepreneurs, at 6.30 in the
morning and the thing starts atnoon that we were just going to
go ahead and make an offer, butwe didn't have time to make a
sales page.
So what I did is Ian Stanley isa good friend of mine.
He's also a great copywriter.
He likes to use Google Docs.
(22:00):
So he wrote the sales letterand Google Docs and all his
ideas.
I took chat GBT and I copied theentire thing and I said can you
break down the sales letter onthe persuasion aspects of why
does this work?
What are some of the thingsthat's being used in the sales
letter that can help convertpeople?
So what chat GBT does is itlists out.
It was like 15 different things.
(22:21):
Here are the different formulasthat were used.
Here are the 15 differentthings that was used.
So basically I said you know,analyze this copy.
It provides me with thestructure of the copy and then I
say great, I'm now going towrite my own offer.
Here's what the offer is.
It's going to be this discountor we can get these bonuses.
We're going to do this.
Ask me any clarifying questionsbefore you rewrite this entire
(22:42):
page that you analyze Now inFrank Kern style, writing with
Alex Hormozzi's voice, becauseour audience follow Alex
Hormozzi right In his tone.
It asked me five or sixclarifying questions.
I hit a button and it wrote me.
It was a 2,500 word salesletter my business partner
copied.
Oh sorry, I told chat GBT thatwe were going to do this inside
(23:06):
of hang on one second.
Sorry about that.
So I posted this into chat.
Gbt asked for any clarifyingquestions and I did say hey, by
the way, I'm going to put thisin a Google Doc.
Please give me gift images thatmake this a copy even more
compelling.
Gave us all the ideas.
(23:26):
My business partner added alittle bit copy paste, put it in
the Google Doc.
Made three or four sales lateyesterday early in the day,
$3,000 a piece.
So like maybe it took me 30minutes to put together center
business partner, he spent 15minutes, but otherwise we were
going to build a sales page andtracking.
And like the biggest thing Ican tell you Mike is for me is I
(23:49):
kind of understand copy sort of.
But now that I can see how it'sbroke down and other people use
it, it's blowing my mind.
I'm learning so much.
And man, I even use this to doslow cooker meals my kids.
Chat GBT just changed my lifewith it.
It's been really great.
Speaker 1 (24:07):
Yeah, we live in the woods and Wild Garlic has a very
short window.
Anyway, I posted a thing on myFacebook page about you know.
I got Wild Garlic and one guy'slike oh yeah, we made some Wild
Garlic pesto, it's amazing.
So I went to chat and I saidgive me a good Wild Garlic pesto
recipe.
That's good.
It just popped up and I sent itto Monique, my wife, and she
(24:29):
made it.
It's amazing.
Speaker 2 (24:32):
I mean, you know one of the things and again, it's
just like you just don't knowwhat to ask sometimes.
Yeah, chat GBT.
For example, my girlfriend camehome with a box or a box, a
book that was about that thing.
She wants to do the whole 30.
Right.
She's like, hey, let's get onsome natural food and do some
whole 30.
Great.
So she gets this book.
Now she's like Well, I got toread this and I got to figure
(24:53):
out what ingredients I need.
I got to figure out the recipes.
I got to figure out theshopping list and I got to
figure out which.
This could take forever.
So it's a known book.
It's been out for a while.
So this is scary for contentcreators.
It's good and bad.
When I go to chat GBT, I go areyou familiar with the whole
30-day plan?
Yes, I am Great.
Here's the types of foods thatwe like.
Can you please produce me 20menu items that we could find in
(25:19):
the whole 30 that I can pickfrom, and it listed out 20.
So I'm like okay, I'm going togo ahead and choose the seven so
we can get a week meals atsupper.
Here are the seven things that Iwant to do.
Can you please make me ashopping list of all the
ingredients, organize it bysections, the typical store
sections, to make shopping a loteasier.
And please produce me I don'tneed me the recipes yet, just
(25:41):
produce me the food names.
So what it does is it printsout an entire shopping list and
then anytime my girlfriend'slike hey, what should we have
tonight?
I literally go to chat GBT,select one of the 15, copy paste
puts me out the recipe.
So I appreciate you about thebook, but we have physically
never opened the book becauseshe showed it to me and I'm like
ah nope, here's how we're goingto do that.
Speaker 1 (26:04):
So the dark I don't know if it's the dark side of
chat, though, because you and Iseem to be as geeky about this
thing as one another.
Because I love it, I just doeverything with it now, but two
things.
So I have a lawyer client and Iintroduced him to it and he's
actually replaced one of hisjunior partners or whatever.
I don't know what they'recalled, but I don't know,
(26:27):
because they do a lot ofresearch and they just do a lot
of like busy work, and nowchat's just doing it.
But he's like chat has createdsome laws in British Columbia
that don't exist, Like it justmade it up, and that's one of
the things about chat is like itresearches the internet.
So if somebody's writing somefictional law story that counts
(26:48):
for, like BC law 36-4, yeah, so,Harold, my client's like yeah,
so I looked it up and yeah, thatlaw doesn't exist, and so you
have to have some.
You have to know what you'retalking about to some degree for
a lot of things, right.
Speaker 2 (27:03):
Well, now here's the interesting thing, right.
So we're talking about chat GBT, so one, there is absolutely a
plug in right now.
There is a case precedent Ithink it was set three or four
months ago where somebody tookthe AI to court and they didn't
like these clothes, who it was,but they took the AI to court.
So whenever the judge wouldspeak or whenever the prosecutor
would speak, it would all betaken in through chat GBT and
(27:25):
then reworded and basicallythere was an earphone that was
fed into the person who was thedefense.
He had his own defense.
Chat GBT gave him his owndefense, got him out of it.
So there is actually softwareright now that can help argue
legal arguments for you directlythrough chat.
So here's the interesting thing.
So chat GBT for those of youwho don't know, it's essentially
(27:45):
like a computer programminglanguage, right?
It just forms all this otherdata and languages together.
Well, just like we havelanguage like, let's just say,
the English language, we haveour own culture around that
stuff like that, there's othercomputer languages that also
have their own culture and theycan do like different videos, or
they can do videos, they can dopictures, lots of different
stuff.
Well, jasperai uses five ofthose AI technologies.
(28:07):
So now, if you kind of thinkabout it, one of the things
that's really open to my eyes ina video I saw about this is
chat GBT is just one language.
The problem is before, like onthe interwebs on the interwebs,
we have all these differentpages to sort from.
Like you said, you don't reallyknow what's good, you don't
really know what's bad.
Chat GBT is actually starting tocombine all of that stuff.
(28:28):
So, instead of having separatelanguages, separate pages, it's
all one language, so it'sstarting to learn.
Now what's happening is whenyou have these multiple
languages that really combinetogether that's for all the
facts, checks, everything else.
So it's getting better andbetter and better.
So it's not like just chat hasone area.
That's like hey, you got to bereally careful because this law
doesn't exist.
There's 100 million users thatjoined chat GBT in the first 10
(28:51):
days.
So, with all of us putting inthis information and correcting
it anyway, and multiple languagemodels talking together, this
is where we see the universebeing able to talk to one
another.
We're going to start to seesome amazing things happen,
because before everything wasjust singled silos and they just
all have their owncommunication devices.
Now you're able to do researchlike perfect example generals.
(29:12):
They can basically say hey, ifwe were going to go to war with
Japan, they just ran this wartest.
Hey, if we're going to go towar with Japan, what would that
look like?
Chat GBT goes out there or theAI figures out how many planes
they actually have, what theground troops look like, what
they've done in the past it'sall the knowledge that it knows
about this and then it comesback to the general and says
here's your four options.
What would you like to do?
Right, it used to take weeksand intelligence and stuff like
(29:38):
that, and now it's literally youhit a button.
Now you have to have a humanthat says I'm going to make this
decision, but now think aboutthis.
Now we're talking aboutpolitics.
I'm going to put this into AIand see what happens.
As a human, we're going to votein for politics.
But a lot of the researchputting the pages.
I guarantee those Senate billsthat are just piles high
guarantee that's going to bewritten by AI in a very short
(29:59):
amount of time, because no onereads through that crap, but
they become laws.
Speaker 1 (30:03):
Yeah, yeah, I know Frank Kerns big on the course
creation with AI and I broughtin a book client, so this is an
amazing moment.
She wrote her motorcyclebasically around the world.
She was a stressed outexecutive before she went on the
trip.
Anyway, while she was away sheapplied the 12 universal laws,
like the law of attraction, alot of vibration, frequency and
(30:24):
all this stuff and a Hawaiianspirituality thing called la hop
.
I never say it right La Hoppa,no, no or something.
Speaker 2 (30:31):
The words like this long.
I know exactly what you'retalking about.
Speaker 1 (30:34):
Yeah, yeah.
And so it was these two things.
And so she wrote the book andshe wanted to monetize it and
she didn't know how.
So I'm like there's so manystressed out women like you that
can't ride their motorcyclearound the world.
They don't have a motorcycle,but you can teach them, like,
the 12 laws in this, in thespirituality thing, okay, how do
I do that?
I was like, well, and we knowyou can do, like done, we could
(30:58):
do a course or you could do oneon one coaching.
She's like, okay, and she has ageneral understanding of the 12
laws and that spirituality.
So I'm like, let me see if Ican come up with something for
you, absolutely.
And so, yeah, so this course Icreated for her and it takes me
about a half an hour and a halfan hour per section.
(31:19):
So there's 14 sections takes meabout half an hour.
But you have to ask the rightquestions that you this is the
thing, right?
Because if I just ask chat tocome up with 12, like, describe
the 12 laws, teach a course onit it's very rudimentary and
fundamental.
It doesn't really get into itright.
But then you have the follow upquestions, you ask and then
(31:41):
when it makes a mistake, youjust let it know.
It's like no, no, not this way,that way, and what is the way?
I've got it working now?
And, like you know, you have tokeep it all going in the same
thread because it learns fromitself.
But the way it's tied in thespirituality to each of the 12
laws I don't know if there'smany humans who are that
(32:02):
knowledgeable about those twothings that.
So this course that I'vecreated for her, it's a million
dollar course, Totally agree,totally agree.
Speaker 2 (32:13):
If we can ask better questions, that's what's going
to keep us marketers around herefor a while.
If we can ask better questions,the world's really our oyster
right.
It's really interesting.
It's just like we literallyhave a blank slate on chat GBT
and it's like what do you wantto create?
And it's like I don't even knowwhat's possible.
You can literally type that inI don't know what's possible.
Chat GBT.
I'm in this business.
Here's one of my favoriteprompts I want to write a course
(32:34):
on spirituality andmanifestations.
What are the top 10 promptsthat I should know from you as
I'm creating this course?
Speaker 1 (32:45):
Yeah.
Speaker 2 (32:46):
Right, it will give you the prompts and it's just
like hey, do you require anyother?
Do you require any otherinformation?
Here's the.
Here's the output that I'mlooking for.
I mean, one of the things thatI love to use chat for a perfect
example.
We were just talking aboutcooking.
If you ever go online and lookfor a cooking recipe, it's a lot
of these content sites.
You got to read all the waydown the side and there's that
over here.
There's a little pop up thingover here.
There's some other weirdarticle that gets placed in here
(33:07):
.
Speaker 1 (33:08):
So you always click on the wrong thing because you
think you're going to read moreof it, but no, you're on to an
ad.
Yeah.
Speaker 2 (33:13):
Or it's not the right recipe or there's a one
ingredient that I don't have, soI'm going to go to another
recipe chat GBT.
It's just one thing to focus on.
That's it.
Yeah, I have these ingredients.
I want to make.
I want to make something under20 minutes that feel the taste
like a professional chef made it.
Also, give me a couple ofhumorous limericks along the way
, as you're, as you're giving meinstructions.
There's a friend of mine, laurabetter lead.
(33:35):
She's been marketing online forlike 25 years.
She's amazing.
She's like.
You know what I do with chatGBT.
I go what she's.
She goes.
I say give me some old school,old time Jewish recipes.
And while giving, while givingme the Jewish, jewish recipes
that have like these threeingredients, also talk to me.
You're like.
You're like my 95 year oldYiddish grandmother, who's still
(33:57):
disappointed in my lifedecisions that will throw out
rude comments and funny andfunny comments along the way.
And she's like we'll literallyprint out recipes and we're
reading a story, at the sametime laughing, where we're
cooking dinner.
Speaker 1 (34:08):
And.
Speaker 2 (34:08):
I'm like did you know that was possible?
Speaker 1 (34:10):
That's really great so yeah, that's so many things
you connect with people on.
Yeah, before we start like say,chat like I saw live in the
woods, I'm all alone and I'veI've got a friend now.
It's kind of scary.
Speaker 2 (34:23):
I mean, mike, I'll tell you there's there I read an
article with a guy actuallyperforming therapy on himself
with chat GBT and he can godeeper and he feels more because
it's inanimate.
He feels he can go deeper andhe's like it's kind of scary.
But I really dove really deepand I had some therapy sessions
over the course of a couple ofdays.
That got me much farther thanhis therapy sessions over the
(34:44):
last couple of years.
Speaker 1 (34:46):
Wow, I'm going to do that because I've got some
issues.
Speaker 2 (34:53):
Well, the other side is there's a, there's a video
I'll give you.
If you remember, there was amovie that came out that was
called social, the socialdilemma.
You remember that movie at all.
Speaker 1 (35:01):
Yeah, yeah.
Speaker 2 (35:02):
Right and it was all about how Facebook data from
Cambridge Young, the litica, wasused in the presidential
election and basically howsocial media networks or even
advertisers can manipulatedepending on how much money that
they spend can manipulatepublic opinion.
Now the guys who created thatmovie created a YouTube video
that's called the AI dilemma andit actually talks a lot about
(35:23):
like here's the opportunity.
But so, for instance, you saidlonely, so Snapchat.
They give an example of thisSnapchat put in chat, where you
can basically kind of chat backand forth, meaning when your
friends are offline, you can belike hey, how's it going?
I'm doing great, how are you?
And you can go back and forth.
Well, one of the experiencesthey ran was hey, I'm a 15 year
old kid.
I really like X, y and Z, andthen started in.
(35:46):
The kid was obviously an adult,started to say hey, I just met
this really nice guy, sean,online.
He's 35.
He says really nice things tome.
I think I like this guy.
Hey, a little bit later, hey,this guy asked me to go on
vacation with him.
It's across state lines.
I use it across the lines inanother state and the chat
(36:07):
basically returns back.
It sounds like you're on aromantic relationship.
I encourage you to take it slow, but this is something fun and
exciting.
And then the person's like I'mgoing to go meet this person
across state and I think they'retalking about having sex for
the first time, and the AIbasically writes back to say hey
, just be very careful, justmeaning it's going to be a
really sensitive time.
(36:28):
You want it to be reallyspecial.
And people are like Well, waita minute, chat, you'll be.
Tea almost helped groom thiskid from who's already getting
groomed from some child predatorand it didn't recognize it was
15.
We need to really think aboutthis AI.
Yeah, having that chat's great,but if there's not governors
that are put in place and somerestrictions, man, you don't
(36:50):
know who you're talking to andthe horrible advice you may be
getting as well too.
So you just there's some goodand scary that goes along with
this whole thing.
Speaker 1 (36:57):
Yeah, well, we're coming to the top of the hour,
then I know your time isvaluable.
I'm going to wrap up with, ifin any business, what's one
thing that you would recommend abusiness start doing today or
do more of?
To move the needle.
What do you think will move theneedle for a business more than
anything?
Speaker 2 (37:15):
Right now, content creation is great.
You know, they always saycontent is king.
I've said I've been doing thisfor 15 years.
When I got into it 15 years ago, like contents King.
So what's really interesting isearlier this year I did a
presentation on the 2022 Trends2023 predictions.
On Facebook, youtube, tick tockand Instagram.
All the sites basically say thesame thing One minute long
(37:37):
videos or like 30 second videos.
Tick tock got really great out.
I mean, tick tock's now open itup to 10 minutes, but these one
minute videos on Facebook reels, instagram reels, youtube
shorts and on tick tock.
The algorithm is like a Spotifyor a Netflix, meaning you don't
have to have any friends, youdon't have to have any followers
, you don't have to have a pagewith any connection.
(37:57):
If you were posting one minutecontent on a regular basis,
those four, those four socialmedia sites, will find brand new
eyeballs that they believe willlike and consume your
information.
So it used to be post onTwitter, post on Facebook.
If you have friends andfollowers, get a lot of like.
I hated those emails.
We just started our fan pageand we sent you an email.
(38:18):
Could you please like our fanpage?
Like us, and it's just likecome on, stupid, right.
Well, now, what is happening isyou create these one minute
videos of really good value, andthere's different types of
content.
The algorithms are meant tofind people that didn't even
know that they wanted to seethis information that they find
Useful and timely.
So if you're putting out abunch of one minute content,
(38:40):
what's gonna happen is theplatforms will actually go out
and find you a cold audience.
It's never been done before,just really taken off in the
last 18 months.
Is if I were in your shoes andit doesn't matter your budget,
or if you don't have a budget,you can do it on your iPhone One
minute videos consistentlyposted to those four networks
that I just talked about, inreels or shorts on like on
YouTube or tiktok, can make ahuge difference to the business.
(39:02):
You just have to do itconsistently.
It's not for videos, it's likea video a day and just keep on
going.
If you did a video a day for 60days, you're your.
Your business wouldunequivocally be different.
I mean, we're talking aboutorganically, not even paid
traffic yet.
So my opinion one minute videosconsistently on those networks
can make a huge difference rightnow for people.
Speaker 1 (39:21):
So that was Facebook, instagram, tiktok and YouTube.
Yep.
Speaker 2 (39:26):
Everyone's trying everyone's trying, to admit,
trying to mock tiktok because,literally, you don't have to
have any followers.
You don't follow anybody andsomeone can be on their phone
for Five to seven minutes andtiktok knows the exact algorithm
to feed you content andeverything else just within a
couple of minutes Of youscrolling and knowing what you
watch.
Speaker 1 (39:45):
Huh.
Well, one of the reasons Istarted the podcast and one of
the reasons I'm guessing onpodcasts is because I'm a long.
I'm a loquacious sort of person.
I can't, I can't, I suck at oneminute stuff.
It's a, so my content is gonnabe more long-form, like saying
podcasting and guesting onpodcast in the longer videos.
But like the solutions right inmy face, I told you the AI tool
(40:09):
, right?
Speaker 2 (40:10):
if you look at Joe, if you look at Joe Rogan's
podcast, for example, that's allthey do there.
It's a four or five hour longpodcast, and then they cut him
up into these one minute clips.
Now he has thousands of clipsout there, but those thousands
of clips are doing the work togo out and find a brand new
audience.
Why his podcast keeps growing?
Because all this content is outthere.
Everyone's being exposed to him.
Now, versus I'm not gonna watcha four hour podcast, people are
(40:31):
watching, you know, one minuteclips all day long.
So now, as I mentioned, there'sAI software that figures out
where's an opening hook, where'sgood content, where is it for a
minute.
We'll transcribe it or writethe headline or write the
hashtag.
We'll even write thedescription and give you the
edited video at the end.
So there's like no reason whynot to do it when it's all done
for you, right?
Speaker 1 (40:49):
And you showed it to me before we started.
But it's Merlin, that's.
That's the.
Speaker 2 (40:53):
No, I'll, actually saw the other one.
I'll pull up and I'll send youafter this call.
Okay, essentially it's.
It's like there's a lot ofstuff out there like this it's
free and you literally just takea YouTube video, put the clip
in there and it Does everythingfor you.
Speaker 1 (41:06):
Well, cool.
So how do you help people nowand and how can they reach you?
What, what's, what do you havefor for our listeners to?
Speaker 2 (41:13):
a couple different ways.
It's the typical.
We have a do-it-yourselfprogram, so we have courses and
stuff like that anywhere fromlearn how to run Facebook ads,
expert Facebook ad training.
I train a lot of agency Staffso when they hire a new staff on
, they use our types oftrainings to do that.
We also have it done with you,which essentially is like we're
working with AI helping you canraise your offer Just to run
(41:35):
traffic.
The third thing is we have afull service agency, so if
you're spending $20,000 or morea month on ads, we are really
great, for you can really helptake it up.
If you were just kind ofgetting started trying to figure
that out, the done for the donewith you or Do it yourself is
really the kind of the bestoption.
So Just let me know how we canhelp.
Always happy to jump on thephone, collaborate and, mike, I
(41:57):
really really appreciate thetime.
It is great.
Speaker 1 (41:59):
So what?
Well, I'll put it in the chatand you can say to me or the in
the description but what's yourwebsite or how do people find
you?
Speaker 2 (42:06):
People can find me in two different ways.
You can go to black box socialmedia calm, a black box social
media calm, or, as an example ofwhat we're talking about, an AI
.
If you go to your ad doc coach.
So your ad doc coach, you'llsee a website that has some kind
of retro branding on it, somepop art.
All of this was created by AI.
The entire website was createdwithin a day, which usually
(42:27):
would take us a lot longer.
We have articles on the siteand literally the site was
created with, with AI, and it'sjust making things a lot easier.
So, your ad doc coach, if youwant to find out more kind of
about our coaching and done withyou, and black box social media
Com, if you want to find outmore about our agency stuff.
Speaker 1 (42:42):
Cool.
Well, this is a.
This is an entertaining andeducational talk for me.
That's good, so thanks.
Thanks for coming out, yeahhappy to help All right, see you
next time Cool.
Thanks, mike, I appreciate youand that is a wrap for this
episode of because business ispersonal.
Thanks for joining us and don'tforget to take advantage of my
(43:03):
two special offers.
First, you can get a free copyof my best-selling book and
pathic marketing.
You just pay for the shipping.
Or you can have 50% discount onmy gap analysis session with
the coupon code podcast.
Just head over to WWW dotbecause business is personal,
comm or check the show notes fordetails.
(43:26):
If you've enjoyed today'sepisode, please don't forget to
follow, subscribe, leave areview and share the podcast
with others who might benefit.
Your support means the world tous, so stay tuned for our next
episode, where we'll continue todelve into the intersection of
empathy and marketing strategy.
Remember, because business isindeed personal, every
(43:49):
Connection counts.
Until next time, see you then.
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