May 5, 2025 • 29 mins
Episode 91 Frederick Dudek (Freddy D) Copyright 2025 Prosperous Ventures, LLC
How to Turn Your Content into Clients with Capsho: Insights from Dierdre Tshien
Dierdre Tshien, the co-founder and CEO of Capsho, joins us to drop some serious knowledge on how to rapidly attract clients through your content. With her expertise in AI-driven content marketing, she’s on a mission to help entrepreneurs transform their podcasts, vlogs, and live streams into high-converting assets. Dierdre shares the backstory of Capsho, the innovative platform designed to simplify content creation and marketing strategies, enabling users to maximize their reach without burning out.
We delve into her unique Honey Trap method and explore how Capsho not only generates engaging content but also provides actionable marketing insights that can lead to real business growth. This episode is packed with practical advice for anyone looking to amplify their brand and connect with their audience more effectively.
Discover more with our detailed show notes and exclusive content by visiting: https://bit.ly/4cZ1Nzm
Kindly Consider Supporting Our Show: Support Business Superfans Podcast
This podcast is hosted by Captivate, try it yourself for free.
Takeaways:
- Dierdre TShien shared her journey from banking in Australia to founding Capsho, emphasizing the impact of AI on content marketing.
- Capsho transforms podcasts and other content into marketing assets, saving time and increasing audience engagement for creators.
- The platform features unique strategies for social media marketing, built from expert input, ensuring effective content dissemination.
- Dierdre highlighted a success story of a podcaster who turned around his show with Capsho, tripling his audience and reigniting his passion for podcasting.
- Capsho offers a seven-day free trial and a 50% discount for new users, making it an accessible tool for content creators to enhance their marketing efforts.
- Dierdre's commitment to helping users create impactful content reflects the ethos of turning technology into a powerful asset for business growth.
Links referenced in this episode:
Companies mentioned in this episode:
- Capsho
- Honey Trap Marketing
- CamWorks
- Next Step Social Communications
Here's your 3A Playbook, power move to attract ideal clients, turn them into advocates, and accelerate your business.
Here's the top insight from this episode:
Your brand isn't what you say, it's how you make people feel and the feelings are what create loyalty that outlives any product or personality.
Here's your business growth action step:
Define your brand's why in one bold sentence and share it with your team. Then use it to audit every touch point for emotional alignment and consistency for emotional alignment and consistent delivery.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podtrac - https://analytics.podtrac.com/privacy-policy-gdrp
Podcorn - https://podcorn.com/privacy
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:56):
Hey there, Freddy D. Here inthis episode 91, we're joined by
Didri Xien, the dynamic cofounder and CEO of Capshu. The fastest
way to get clients from yourcontent. Deidre is at the forefront
of AI powered contentmarketing, helping entrepreneurs
turn podcasts, vlogs and livestreams into high converting repurposed
(01:17):
content. She's the creator ofthe Honey Trap method, author of
Honey Trap Marketing, and ahost of Win the content game. A 2023
honoree of the 100 women toknow in America, Deidre brings deep
insight and innovation to theworld of content strategy.
(01:41):
Welcome to another episode ofthe Business Superfans podcast show.
Today we're excited to haveDeidre from Capshu joining us to
talk about some excellenttechnology that really helps expand
your brand. Welcome, Deidre.
Thank you so much, Freddie,for having me on. I'm so excited
to have this chat with you.
(02:02):
Likewise. We were chattingbefore the show and we have a lot
of things in common, so shouldmake for a great show. So tell us
a little bit, Deidre. What'sthe backstory of how Capshu came
about? There's got to be astory behind that whole thing.
Do you want the short story orthe long story? How time do we have?
Go the medium store?
Okay, cool. I actually startedmy career in banking in Australia.
(02:27):
Freddie and I were talkingabout this. I'm based in Texas now.
I grew up in Australia. Istarted my corporate career in banking
in one of the biggestinvestment banks in Australia. At
that time, I was actually inthe innovation team. Gosh, this is
more than 10 years ago. Mywhole remit as part of that team
was to explore emergingtechnologies, of which AI was one
(02:48):
of them. I was very familiaralready with AI. Granted, it was
banking use cases, but thatwas my whole world back then. Now
fast forward. I quit mycorporate career. I did start my
entrepreneurship journey backin 2013. It was in hospitality, which
is incredibly difficult. Westarted with dessert bars in Sydney.
We grew that brand called theChalk Pot to five locations. We had
(03:11):
two burger restaurantsalongside it. It was tough work.
It burnt my husband and I out.Came to a point where we were like,
change. It's time for. I'vealways wanted to experience living
and working in a differentcountry. At that time, I was exploring
another business idea withanother co founder who I met in corporate.
We were exploring a fashiontechnology idea. So I was like, well,
(03:33):
what better place for fashionand technology than New York City?
So we packed our bags inmid-2019, moved to New York with
a seedling of an idea butnothing really apart from that. We
landed in New York just beforeCOVID We tested this fashion technology
idea. We went to Wall streetand started speaking to young professionals.
(03:55):
We were at NYU campus,Columbia campus, speaking to college
students. We realized therewas not a big enough problem in that
space for people to changehabits quickly. So we failed that
idea at the end of 2019. Wenow were kind of at a bit of loose
ends. You can imagine we're inthis new country, we had a bit of
(04:17):
a plan, but whatever plan wedid have, we kibosh that because
we decided to fail that idea.At the time that we were actually
exploring this idea withactual end consumers, we were also
talking to boutiques andbrands to be. It was kind of like
going to be a bit of a twosided marketplace. And we went back
to them and we knew that theone thing they always struggled with
(04:37):
was acquisition like a lot ofbusinesses do. So we actually reached
back out to them and we'relike, why don't we help you in this
other way? By accident, wekind of fell into agency work for
E commerce. Then Covid hit andwe had to transition completely.
Online agency itself wasn'tbusiness. We wanted to scale. So
(04:58):
we transitioned into coaching.We were coaching E commerce brands
to grow through digitalmarketing. And that was when I started
my first podcast. It wasthrough that experience of going,
okay, this business that I'mtrying to build, I have this podcast
that I thought was be anacquisition channel. With any acquisition
channels, like for example,podcasts, you also have to acquire
(05:19):
for that. I think you knowwhat I mean, Freddie. But you also
had to market this, right? Thecontent that you're putting out there
in a way. So it was throughthat challenge of trying to figure
out how to go about doing itwithout burning the team out. With
my background more than adecade ago in AI, I was like, actually
this could be a really gooduse case for AI. And so that was
(05:44):
really how capture was born.It was born out of our own need to
figure out a way to veryefficiently, but with quality as
well, be able to amplify themessage that we were trying to talk
about in the podcast. And sowe started working on Captcho, the
beta product, and we launchedthat in mid-2020. This was before
(06:07):
ChatGPT, before AI really evenbecame known. Because I remember
we were at podfest and we weretalking to people about this is what
we're doing and we're showingthem really like, yeah, just put
in your podcast episode andyou'll see. Because at that time
we really were targeting theshow notes writing and some social
media posts and people wereliterally like, it was blowing people's
(06:29):
minds when they would see theoutput. Because AI was not like,
now we're so used to AI. Atthe time, it was not a thing at all.
And it was amazing to seepeople just have their minds blown.
But oh my gosh, those areactually the words that I said. And
it's been able to summarize itor put it into a structure that works
really well as show notes fora podcast website or even for a blog
(06:53):
or anything like that. It'sbeen a wild journey since then. So,
yeah, launched in June of 2022and now we're here.
Wow, what an amazing story. Ican Remember back in 97, I joined
a company as director ofglobal sales and marketing for an
up and coming product calledCamWorks, which still exists today.
(07:17):
We came up with TaglineMachining Intelligence. This was
very early and it was forengineering and manufacturing software,
specifically in solid modelingfor engineering to develop a coffee
cup or the mold that wouldmake a coffee cup and stuff like
that. You gotta mill out themetals and all that stuff so that
you can pour into plastic orwhatever it is to get the shape.
(07:41):
And this technology wouldanalyze the geometric shape, whether
it had pockets, holes andeverything else. It would automatically,
based upon a relationaldatabase, decide the tool pass and
everything else to mill outthe things automatically. Same thing.
People were blown away withthe idea that you just pushed the
button and waited a fewminutes. It analyzed, did it all
(08:03):
and then, you know, the guywould just check it and make some
tweaks and it was completelygame changing. So I can completely
relate to you going toPodFest, which I was at earlier this
year.
Okay.
And the results that you got.People have a hard time accepting
it because it just can'tbelieve it's really happening.
(08:24):
Yeah.
And yeah, it's a lot of fun.
Yeah, 100%. So that was greatbecause we were the first in the
space. We had that first moveradvantage. But you know, with all
things like and. But thenChatGPT and other competitors into
the space, it's definitelybeen a journey for us to shift with
the market and go back tobasics to figure out who we actually
(08:44):
serve and what are we servingthem with. So, yeah, it has been
a journey, but a fun one.
Oh yeah, totally. I remember.Same thing. All the competitive computer
aided manufacturing platformswere caught flat footed. They were
like, whoa, where do theseguys come from? It was a fun ride.
So let's go into what CapShoeactually does for somebody. And I
(09:05):
know that it's not justpodcasting and it's evolved into
being able to help other typesof businesses. So let's talk about
that a little bit.
Yeah. So capture an AI poweredsoftware platform. We help entrepreneurs
creating content coaches,consultants, service providers. Our
audience podcasting, YouTubechannel, doing webinars. They just
(09:26):
even recording training, audioor video file into capture creates
all of the content marketingassets for them. There's three types.
There's text based, imagebased and video and short form videos
that capture does. The textbased assets are anything from show
notes and YouTubedescriptions, social media posts,
LinkedIn newsletters, blogposts, even a lead magnet checklist.
(09:48):
It pulls out quotes. It's gotsome really, really cool marketing
strategies which is why we canhelp our users get results. So that's
the text based assets, theimage generation, YouTube thumbnails
it can help with. It's all AIgenerated social media posts, things
like that. And then theclipping studio is where you would
(10:09):
put in a video, a longer formvideo and you tell it what you want
it to find. So you'd be like,find the funniest moments or the
most inspiring moments andfind 30 to 60 second clips in that
longer form video and clip itfor you.
That's very cool. So let's goback. You said one thing that was
important and it's providingguidance on marketing because a lot
(10:32):
of people create greatcontent, however they really don't
know how to actually leverage that.
Yeah, which was the actualissue that I was in when I was talking
about my first podcast where Iwas like this stuff is so good, like
I'm having these really greatconversations but I just was struggling
to get it out there because atthe time as well, I don't know Freddie,
(10:53):
if you ever did this but youknow, my form of marketing, the podcast
was like I do a post on socialmedia with those audiograms and with
like an episode just dropped,you know. So what we did when we
developed Capture was wepartnered with experts in particular
fields. If I talk about socialmedia, for example, there's two main
strategies that we've builtinto Captcha from a social media
(11:13):
perspective. One is theamazing Katie Brinkley from Next
Step Social Communications.She has an amazing strategy around
how to post less and grow moreanchored in a four post social media
strategy. Each post has aspecific way of getting people's
attention and wanting them tobasically opt into. They're like,
(11:35):
oh yes, I have that problemthat you're raising or I'm in that
situation. And so people areopting into wanting to know more
about that. And that'sactually how through organic engagement,
you actually get people tolisten to the episode. And so we
built that full social mediastrategy into capture. So it's not
just social media posts forthe sake of it. It's literally like,
(11:55):
hey, here are the four postsand this is even the why behind each
of them. You know, this is thewhy behind the awareness post, the
why behind the tip post, thewhy behind the community post, the
why behind the action postthat's actually built into Captcho.
We've worked with people whoare really strong in the SEO blogging
space to help us structure howthe blog posts should be best structured.
(12:16):
Even people in the YouTubespace, where we've gone, okay, let's
think about with the YouTubedescription, How do we actually structure
this and what are the reallyimportant components to give us the
best chance to optimize ourcontent for that channel? We actually
work with experts in thoseparticular spaces and we've built
all of that strategy inside Captcho.
Oh, that really saves somebodya lot of time, but more importantly,
(12:41):
it gives them a roadmap toleverage the content they put together
and actually get a return onthe investment of that content.
Yeah, exactly.
Into opportunities.
Yeah. Because it's a lot oftime that we spend creating content.
Right, Freddie, even thisconversation we're having now, this
is time that you're puttinginto it. That was our whole ethos
when we were building capture.We know, working with entrepreneurs
(13:03):
that everyone wants a returnon their time or money. How do we
actually make this the mostimpactful it can be? That's how Captcha
was created.
Sure. Recording the shows isthe easy part. The rest of it is
actually turning it intocontent and actionable items takes
hours. So this is you puttogether something that really buys
(13:24):
someone's time back, but atthe same time maximizing that time
to deliver valuable assetsfrom if they join the podcast that
maybe a half hour, 40 minutes,you've turned it into tangible assets
that they can leverage toexpand their brand and attract clients
(13:47):
for their business.
We have users who use capturein completely different ways. We
have someone who doesn't havea podcast or YouTube channel. She'll
go for a walk, record a twominute thought of the day on her
phone, she'll put that intocapture and use the content creates.
And even to the point where Imentioned that we have a lead magnet
checklist. So it gives you,depending on what it is you're talking
(14:08):
about, let's say it'll be likethe 10 steps to X, Y, Z. And she'll
actually use that and create acourse out of that. Then it's like,
here are my 10 modules or 10training videos that I need to do.
Offer two minutes, you know,recording that she did. The uses
of AI and capturespecifically, it's just so limitless.
Once you get into it and yousee the kinds of stuff that it can
(14:30):
produce, the gold that itpulls out of your thoughts and the
things that you're recording,you could get so much more out of
it than you ever even thought.
Yes. And what's really coolabout that is the fact that she was
just walking and talking andthat transformed it into really content,
(14:54):
as you just mentioned. Thatturned it into a course that she
can monetize it.
Yeah, exactly.
And that's a game changer initself. Share with us, Idri, a story
of one of your customers thatgot onto their platform and how that
transformed their business.And now they're a super fan of yours
promoting the platform becauseof how it's completely transformed
(15:16):
their business.
We actually have multipleangles that could go down, but one
that always really touch of myheart is Ray Sean. He was an og.
He was back in the betahelping us test our beta version
of Captcho. He was saying thatat the time he was also burnt out
from podcasting and he wasjust going to give up. He was like,
(15:37):
yep, it's not worth the time,the effort. I'm pod fading. He started
using Capture and it saved himso much time. It tripled the number
of listeners he had. Even justfrom changing his show notes using
what Capture created, it meantthat he could keep going with his
podcast. So he's been a superfan because he talks about Capture
all the time. Everything thatwe put out, like, end of last year,
(16:00):
we had a lifetime deal andhe's one of the first straight on
it. He buys our merch. Youknow, we've got shirts and hats and
things like that. And he'salways like, whatever you guys are
selling. I mean, because it'scompletely transformed the way he
views. You know, it's not achore anymore to produce and publish
his podcast. It's actually. Itgets to become fun because not only
(16:21):
am I able to save time, butI'm seeing results. I'm seeing an
increase in listeners. I'mseeing more traffic to my website.
I'm getting more calls bookedoff the back of that. So, yeah, he's
been a really great case study.
So he's really. You've reallyhelped somebody who Was about to
say, au revoir, mes amis, andturned around and said, wait a minute,
this might be a game changer.And it did change his game.
(16:45):
Yep, a hundred percent. Sohe's on a completely different trajectory
now than he was before. Sothat's amazing. But we also get others
where they followed the socialmedia strategy and it's like, oh,
my gosh, the engagement onsocial media has like, again, there
was Adam Lam, who startedusing Capture for his wife's business.
(17:05):
His wife is a businesswellness coach. Started using the
social media strategy onInstagram. It took off in terms of
the amount of engagement, theamount of followers. It just worked
for his wife's business. Thathas been a game changer.
And that's an important aspectbecause a lot of the platforms, and
I think that's really your bigdifferentiator right now is the fact
(17:28):
that you're helping with themarketing strategy. Because a lot
of competitive platforms thatI've looked at, and like we talked
before, I've been in thesoftware industry for decades, is
they're providing you thecontent. And okay, here you go. This
is what we delivered. Goodluck. Because you got to figure it
out yourself. So you guys haveincorporated a whole different strategy,
(17:51):
which is, okay, not only arewe going to help you create the content,
we're actually going to helpyou do something with that content
that's going to give you sometraction into what you're trying
to accomplish with your business.
Yeah, 100. That was a wholeethos, like, principle going into
it. Because we knew, havingbeen in that space as coaches, as
(18:12):
entrepreneurs ourselves, thatit's one thing to get something written
for you, it's great. But thenit's like, well, is this actually
going to work? Because I didthat for a long time. I just write
like, episode just dropped asmy post. Or like, I didn't put much
thought into it. But I thinkthat we all know for anything to
really be able to gaintraction, there needs to be more
(18:33):
often than not a strategy thatsits behind it. And that was kind
of like my mission in a way.It's like, how do I find the best
people to partner with so thatthey can bring that strategy? Because
that's not our expertise. Ourexpertise is bringing that to life.
But they have the strategy. Itworks. And so how do we just try
to populate the world withthis strategy and have more people
(18:54):
find success from it? So,yeah, that was how we built capture
100%.
No, that's a great story. Moreimportantly, I really like what you're
describing. It goes far beyondjust being a tool. It really becomes
an asset. And there's adifference in the technology world
when it becomes an asset,helps your business scale. That's
(19:17):
the big difference you guysare bringing to the table. Helping
people scale their businessesby leveraging technology in a way
other platforms don't.
Thank you. Thanks for bringingthat to life. Yeah.
So let's go down a differentroad. Let's talk about the way that
Capshoo really differentiates.How do I get that data in there?
(19:38):
I mean, there's some peopleyou just take a YouTube link, drop
it in. It does some of thestuff. There's some people you have
to upload the stuff. How doyou guys work? Do you handle a multitude
of different ways. How do Iget my data into the platform and
then from the platform todisseminate it to all the social
platforms?
(19:59):
Yeah. So almost the workflow,right? Yeah. So basically, by way
of getting your data or yourcontent in, you can either upload
it or put your YouTube URL. Wehave multiple ways to do that. The
other thing that makes capturedifferent is that we are very invested
in making sure the contentsounds like you and not like AI.
Having been early in the AIspace. A lot of unlocking of treasure
(20:23):
troves. Part of the workflow.One initial setup that you create
your Persona. And so yourPersona is like, who are you? It's
very simple. You just fill outthree things of who you serve, all
that you put in. This isoptional, but you can actually train
your tone of voice upfront.And then basically you'll see night
and day like that. It willautomatically, even from the first
(20:46):
upload, the way that youspeak, quote unquote, through text,
comes through every time youmake edits inside of Capture. And
there's a button that's likemarket complete. When you're editing
your show notes, social mediaposts and you go market complete,
that will go back into ourengine and continue learning from
that. So it's just learningplatform itself, continuously learning
(21:08):
from the edits you make insideof capture so that it continues to
sound like you. People areamazed that now it's like, I don't
have to edit anything becauseit always sounds like the way that
I want to write. So we builtthat in. There's that mechanism to
disseminate it onto differentplatforms. We don't have anything
where you can push a buttonand publish yet, but you just copy
(21:29):
and paste. If it's your, let'ssay, your show notes and you're publishing
your podcast you would justcopy and paste the text, put it into
your publishing platform, andthen away you go. Super easy.
Okay.
Yeah.
But the important part was Ireally like the fact that platform
has the ability to learn whoyou are and then really kind of makes
you look like a rock star.
(21:49):
Yeah, 100%. Some people havetested because they're like, there's
no way that this is, you know,so they'll test like, they might
have a slogan or acatchphrase. And so they'll always
just write that catchphraseeither at the top or the bottom.
And literally, after a coupleof, you know, Marcus completes capture,
would write with that exactcatchphrase again. Because it's picked
(22:11):
up. It knows now, hey, this isactually what you like to say. This
is your tone of voice. This ishow you like to structure your content.
So it's incredibly smart that way.
Through the engagement, you'restarting to create super fans of
the content, which areresharing it and helping it scale.
For example, one individual isutilizing it for his wife's business
(22:32):
and Instagram. The content isso good that people are starting
to say, this is somethingreally good. They're sharing it.
And I look at their as superfans because they're promoting your
content, which is promotingyour business.
Yeah.
And it's not costing you anything.
Yes, 100%. That's the holygrail. Right. How do we spread word
(22:55):
of mouth, essentially? Becausethat doesn't cost anything. It's
not like ads. And so that'swhat we're putting a lot of time
and effort in is like, how dowe find those super fans, those brand
advocates you mentioned,Freddie? Like, we already have a
ton. We have a ton oftestimonials on our website already.
We're starting to build outcase studies as well. We're currently
working on building thosepages out so we can go deeper into
(23:17):
people's stories. Trying tobuild out our partnership and affiliate
base so that we have a moresystemized way of helping people
share about what we do.There's a lot of effort that we're
putting into that part of ourbusiness this year for sure, because
it's the foundation of growthfor any business creating these superfans.
Yeah. One tip that I'm goingto share for our listeners is that
(23:39):
if you see somebody that'sactually pushed your content forward,
take a moment to thank them.One of my quotes in my book is people
will crawl through brokenglass for appreciation and recognition.
Recognize them. Other peoplewill see, oh, wow, Freddy appreciated
that I shared this. Otherpeople are going to go, wow, that's
(23:59):
pretty cool. And they're goingto start doing the same thing because
it creates a momentum. And oneof my other sayings is the little
things are really the bigthings. Taking time to acknowledge
somebody that shared yourcontent, wrote a comment, et cetera
is monumental. It's a littlething, but the results are monumental.
(24:19):
It's huge.
And so, yeah, combining withwhat you're doing and doing a little
bit of old school stuff ofsaying thanks, I appreciate it, goes
a huge, huge way.
Yeah, I 100% agree with all of that.
As we get close to the endhere, Deidre, how can people connect
(24:40):
with you and learn more aboutthe platform?
Yeah, for sure. I would lovefor anyone here who's an entrepreneur,
coach, consultant, serviceprovider, if you are creating content
in any audio or video format,give Capture a try. There's a seven
day free trial plus 50% offcaptcho ongoing. If you use Freddy's
(25:02):
code, which is Freddie D. Usethat code when you sign up for your
free trial. You'll get 50% offcapture for as long as you're on
it. I would love for you totry it. If you amplify your message,
your voice, get your contentout there in an efficient but high
quality way.
That's a very generous offer.
Thank you. Yes, of course. Wewanted to give back to your point
(25:23):
about superfans and thecommunity. We've gotten so much through
this journey from learning andlistening. So we were like, how do
we make this platform moreefficient and give back to our current
users, new users? Let's offer50% off. Use the code Freddy D. And
we would love for you to getonto Capture and try it.
We'll share that in our show.Notes for everybody. What's the web
(25:44):
address again?
Capture.com so C-A P S H-O.comthere's a ton of buttons like start
your free trial so you canclick on any of those and create
your account. When you signup, use the code Freddy D and you
will get 50% off your plan. Ongoing.
Terrific. Diedre, it's been apleasure having you on the Business
(26:06):
Superfam podcast show. We hada great conversation, excellent insights
for our listeners with a greattool that streamlines the process
of creating exceptionalcontent and more importantly, having
the ability to disseminate itto a multitude of platforms to really
(26:27):
create an engagement strategywhich is a game changer.
Thank you so much. It was anabsolute honor and privilege to be
on your podcast, Freddie.
Thank you. And we would loveto have you on the show down the
road. Again, continue theconversation. Thank you.
Thank you.
Hey superfan superstar FreddieD. Here. Before we wrap, here's your
(26:50):
3A Playbook power move.Attract ideal clients, turn them
into advocates, and accelerateyour business success. Top insight
of this episode. Your brandisn't what you say. It's how you
make people feel. And thefeelings are what create loyalty
that outlives any product orpersonality. So here's your business
(27:12):
growth action step. Defineyour brand's why in one bold sentence
and share it with your team.Then use it to audit every touch
point for emotional alignmentand consistent delivery. If today's
(27:32):
conversation sparked an ideafor you, or you know of a fellow
business leader who couldbenefit, share it with them and grab
the full breakdown in the shownotes. Let's celebrate together and
start creating businesssuperfans who champion your brand.
Hey there, Freddy D. Here inthis episode 91, we're joined by
Didri Xien, the dynamic cofounder and CEO of Capshu. The fastest
way to get clients from yourcontent. Deidre is at the forefront
of AI powered contentmarketing, helping entrepreneurs
turn podcasts, vlogs and livestreams into high converting repurposed
(01:17):
content. She's the creator ofthe Honey Trap method, author of
Honey Trap Marketing, and ahost of Win the content game. A 2023
honoree of the 100 women toknow in America, Deidre brings deep
insight and innovation to theworld of content strategy.
(01:41):
Welcome to another episode ofthe Business Superfans podcast show.
Today we're excited to haveDeidre from Capshu joining us to
talk about some excellenttechnology that really helps expand
your brand. Welcome, Deidre.
Thank you so much, Freddie,for having me on. I'm so excited
to have this chat with you.
(02:02):
Likewise. We were chattingbefore the show and we have a lot
of things in common, so shouldmake for a great show. So tell us
a little bit, Deidre. What'sthe backstory of how Capshu came
about? There's got to be astory behind that whole thing.
Do you want the short story orthe long story? How time do we have?
Go the medium store?
Okay, cool. I actually startedmy career in banking in Australia.
(02:27):
Freddie and I were talkingabout this. I'm based in Texas now.
I grew up in Australia. Istarted my corporate career in banking
in one of the biggestinvestment banks in Australia. At
that time, I was actually inthe innovation team. Gosh, this is
more than 10 years ago. Mywhole remit as part of that team
was to explore emergingtechnologies, of which AI was one
(02:48):
of them. I was very familiaralready with AI. Granted, it was
banking use cases, but thatwas my whole world back then. Now
fast forward. I quit mycorporate career. I did start my
entrepreneurship journey backin 2013. It was in hospitality, which
is incredibly difficult. Westarted with dessert bars in Sydney.
We grew that brand called theChalk Pot to five locations. We had
(03:11):
two burger restaurantsalongside it. It was tough work.
It burnt my husband and I out.Came to a point where we were like,
change. It's time for. I'vealways wanted to experience living
and working in a differentcountry. At that time, I was exploring
another business idea withanother co founder who I met in corporate.
We were exploring a fashiontechnology idea. So I was like, well,
(03:33):
what better place for fashionand technology than New York City?
So we packed our bags inmid-2019, moved to New York with
a seedling of an idea butnothing really apart from that. We
landed in New York just beforeCOVID We tested this fashion technology
idea. We went to Wall streetand started speaking to young professionals.
(03:55):
We were at NYU campus,Columbia campus, speaking to college
students. We realized therewas not a big enough problem in that
space for people to changehabits quickly. So we failed that
idea at the end of 2019. Wenow were kind of at a bit of loose
ends. You can imagine we're inthis new country, we had a bit of
(04:17):
a plan, but whatever plan wedid have, we kibosh that because
we decided to fail that idea.At the time that we were actually
exploring this idea withactual end consumers, we were also
talking to boutiques andbrands to be. It was kind of like
going to be a bit of a twosided marketplace. And we went back
to them and we knew that theone thing they always struggled with
(04:37):
was acquisition like a lot ofbusinesses do. So we actually reached
back out to them and we'relike, why don't we help you in this
other way? By accident, wekind of fell into agency work for
E commerce. Then Covid hit andwe had to transition completely.
Online agency itself wasn'tbusiness. We wanted to scale. So
(04:58):
we transitioned into coaching.We were coaching E commerce brands
to grow through digitalmarketing. And that was when I started
my first podcast. It wasthrough that experience of going,
okay, this business that I'mtrying to build, I have this podcast
that I thought was be anacquisition channel. With any acquisition
channels, like for example,podcasts, you also have to acquire
(05:19):
for that. I think you knowwhat I mean, Freddie. But you also
had to market this, right? Thecontent that you're putting out there
in a way. So it was throughthat challenge of trying to figure
out how to go about doing itwithout burning the team out. With
my background more than adecade ago in AI, I was like, actually
this could be a really gooduse case for AI. And so that was
(05:44):
really how capture was born.It was born out of our own need to
figure out a way to veryefficiently, but with quality as
well, be able to amplify themessage that we were trying to talk
about in the podcast. And sowe started working on Captcho, the
beta product, and we launchedthat in mid-2020. This was before
(06:07):
ChatGPT, before AI really evenbecame known. Because I remember
we were at podfest and we weretalking to people about this is what
we're doing and we're showingthem really like, yeah, just put
in your podcast episode andyou'll see. Because at that time
we really were targeting theshow notes writing and some social
media posts and people wereliterally like, it was blowing people's
(06:29):
minds when they would see theoutput. Because AI was not like,
now we're so used to AI. Atthe time, it was not a thing at all.
And it was amazing to seepeople just have their minds blown.
But oh my gosh, those areactually the words that I said. And
it's been able to summarize itor put it into a structure that works
really well as show notes fora podcast website or even for a blog
(06:53):
or anything like that. It'sbeen a wild journey since then. So,
yeah, launched in June of 2022and now we're here.
Wow, what an amazing story. Ican Remember back in 97, I joined
a company as director ofglobal sales and marketing for an
up and coming product calledCamWorks, which still exists today.
(07:17):
We came up with TaglineMachining Intelligence. This was
very early and it was forengineering and manufacturing software,
specifically in solid modelingfor engineering to develop a coffee
cup or the mold that wouldmake a coffee cup and stuff like
that. You gotta mill out themetals and all that stuff so that
you can pour into plastic orwhatever it is to get the shape.
(07:41):
And this technology wouldanalyze the geometric shape, whether
it had pockets, holes andeverything else. It would automatically,
based upon a relationaldatabase, decide the tool pass and
everything else to mill outthe things automatically. Same thing.
People were blown away withthe idea that you just pushed the
button and waited a fewminutes. It analyzed, did it all
(08:03):
and then, you know, the guywould just check it and make some
tweaks and it was completelygame changing. So I can completely
relate to you going toPodFest, which I was at earlier this
year.
Okay.
And the results that you got.People have a hard time accepting
it because it just can'tbelieve it's really happening.
(08:24):
Yeah.
And yeah, it's a lot of fun.
Yeah, 100%. So that was greatbecause we were the first in the
space. We had that first moveradvantage. But you know, with all
things like and. But thenChatGPT and other competitors into
the space, it's definitelybeen a journey for us to shift with
the market and go back tobasics to figure out who we actually
(08:44):
serve and what are we servingthem with. So, yeah, it has been
a journey, but a fun one.
Oh yeah, totally. I remember.Same thing. All the competitive computer
aided manufacturing platformswere caught flat footed. They were
like, whoa, where do theseguys come from? It was a fun ride.
So let's go into what CapShoeactually does for somebody. And I
(09:05):
know that it's not justpodcasting and it's evolved into
being able to help other typesof businesses. So let's talk about
that a little bit.
Yeah. So capture an AI poweredsoftware platform. We help entrepreneurs
creating content coaches,consultants, service providers. Our
audience podcasting, YouTubechannel, doing webinars. They just
(09:26):
even recording training, audioor video file into capture creates
all of the content marketingassets for them. There's three types.
There's text based, imagebased and video and short form videos
that capture does. The textbased assets are anything from show
notes and YouTubedescriptions, social media posts,
LinkedIn newsletters, blogposts, even a lead magnet checklist.
(09:48):
It pulls out quotes. It's gotsome really, really cool marketing
strategies which is why we canhelp our users get results. So that's
the text based assets, theimage generation, YouTube thumbnails
it can help with. It's all AIgenerated social media posts, things
like that. And then theclipping studio is where you would
(10:09):
put in a video, a longer formvideo and you tell it what you want
it to find. So you'd be like,find the funniest moments or the
most inspiring moments andfind 30 to 60 second clips in that
longer form video and clip itfor you.
That's very cool. So let's goback. You said one thing that was
important and it's providingguidance on marketing because a lot
(10:32):
of people create greatcontent, however they really don't
know how to actually leverage that.
Yeah, which was the actualissue that I was in when I was talking
about my first podcast where Iwas like this stuff is so good, like
I'm having these really greatconversations but I just was struggling
to get it out there because atthe time as well, I don't know Freddie,
(10:53):
if you ever did this but youknow, my form of marketing, the podcast
was like I do a post on socialmedia with those audiograms and with
like an episode just dropped,you know. So what we did when we
developed Capture was wepartnered with experts in particular
fields. If I talk about socialmedia, for example, there's two main
strategies that we've builtinto Captcha from a social media
(11:13):
perspective. One is theamazing Katie Brinkley from Next
Step Social Communications.She has an amazing strategy around
how to post less and grow moreanchored in a four post social media
strategy. Each post has aspecific way of getting people's
attention and wanting them tobasically opt into. They're like,
(11:35):
oh yes, I have that problemthat you're raising or I'm in that
situation. And so people areopting into wanting to know more
about that. And that'sactually how through organic engagement,
you actually get people tolisten to the episode. And so we
built that full social mediastrategy into capture. So it's not
just social media posts forthe sake of it. It's literally like,
(11:55):
hey, here are the four postsand this is even the why behind each
of them. You know, this is thewhy behind the awareness post, the
why behind the tip post, thewhy behind the community post, the
why behind the action postthat's actually built into Captcho.
We've worked with people whoare really strong in the SEO blogging
space to help us structure howthe blog posts should be best structured.
(12:16):
Even people in the YouTubespace, where we've gone, okay, let's
think about with the YouTubedescription, How do we actually structure
this and what are the reallyimportant components to give us the
best chance to optimize ourcontent for that channel? We actually
work with experts in thoseparticular spaces and we've built
all of that strategy inside Captcho.
Oh, that really saves somebodya lot of time, but more importantly,
(12:41):
it gives them a roadmap toleverage the content they put together
and actually get a return onthe investment of that content.
Yeah, exactly.
Into opportunities.
Yeah. Because it's a lot oftime that we spend creating content.
Right, Freddie, even thisconversation we're having now, this
is time that you're puttinginto it. That was our whole ethos
when we were building capture.We know, working with entrepreneurs
(13:03):
that everyone wants a returnon their time or money. How do we
actually make this the mostimpactful it can be? That's how Captcha
was created.
Sure. Recording the shows isthe easy part. The rest of it is
actually turning it intocontent and actionable items takes
hours. So this is you puttogether something that really buys
(13:24):
someone's time back, but atthe same time maximizing that time
to deliver valuable assetsfrom if they join the podcast that
maybe a half hour, 40 minutes,you've turned it into tangible assets
that they can leverage toexpand their brand and attract clients
(13:47):
for their business.
We have users who use capturein completely different ways. We
have someone who doesn't havea podcast or YouTube channel. She'll
go for a walk, record a twominute thought of the day on her
phone, she'll put that intocapture and use the content creates.
And even to the point where Imentioned that we have a lead magnet
checklist. So it gives you,depending on what it is you're talking
(14:08):
about, let's say it'll be likethe 10 steps to X, Y, Z. And she'll
actually use that and create acourse out of that. Then it's like,
here are my 10 modules or 10training videos that I need to do.
Offer two minutes, you know,recording that she did. The uses
of AI and capturespecifically, it's just so limitless.
Once you get into it and yousee the kinds of stuff that it can
(14:30):
produce, the gold that itpulls out of your thoughts and the
things that you're recording,you could get so much more out of
it than you ever even thought.
Yes. And what's really coolabout that is the fact that she was
just walking and talking andthat transformed it into really content,
(14:54):
as you just mentioned. Thatturned it into a course that she
can monetize it.
Yeah, exactly.
And that's a game changer initself. Share with us, Idri, a story
of one of your customers thatgot onto their platform and how that
transformed their business.And now they're a super fan of yours
promoting the platform becauseof how it's completely transformed
(15:16):
their business.
We actually have multipleangles that could go down, but one
that always really touch of myheart is Ray Sean. He was an og.
He was back in the betahelping us test our beta version
of Captcho. He was saying thatat the time he was also burnt out
from podcasting and he wasjust going to give up. He was like,
(15:37):
yep, it's not worth the time,the effort. I'm pod fading. He started
using Capture and it saved himso much time. It tripled the number
of listeners he had. Even justfrom changing his show notes using
what Capture created, it meantthat he could keep going with his
podcast. So he's been a superfan because he talks about Capture
all the time. Everything thatwe put out, like, end of last year,
(16:00):
we had a lifetime deal andhe's one of the first straight on
it. He buys our merch. Youknow, we've got shirts and hats and
things like that. And he'salways like, whatever you guys are
selling. I mean, because it'scompletely transformed the way he
views. You know, it's not achore anymore to produce and publish
his podcast. It's actually. Itgets to become fun because not only
(16:21):
am I able to save time, butI'm seeing results. I'm seeing an
increase in listeners. I'mseeing more traffic to my website.
I'm getting more calls bookedoff the back of that. So, yeah, he's
been a really great case study.
So he's really. You've reallyhelped somebody who Was about to
say, au revoir, mes amis, andturned around and said, wait a minute,
this might be a game changer.And it did change his game.
(16:45):
Yep, a hundred percent. Sohe's on a completely different trajectory
now than he was before. Sothat's amazing. But we also get others
where they followed the socialmedia strategy and it's like, oh,
my gosh, the engagement onsocial media has like, again, there
was Adam Lam, who startedusing Capture for his wife's business.
(17:05):
His wife is a businesswellness coach. Started using the
social media strategy onInstagram. It took off in terms of
the amount of engagement, theamount of followers. It just worked
for his wife's business. Thathas been a game changer.
And that's an important aspectbecause a lot of the platforms, and
I think that's really your bigdifferentiator right now is the fact
(17:28):
that you're helping with themarketing strategy. Because a lot
of competitive platforms thatI've looked at, and like we talked
before, I've been in thesoftware industry for decades, is
they're providing you thecontent. And okay, here you go. This
is what we delivered. Goodluck. Because you got to figure it
out yourself. So you guys haveincorporated a whole different strategy,
(17:51):
which is, okay, not only arewe going to help you create the content,
we're actually going to helpyou do something with that content
that's going to give you sometraction into what you're trying
to accomplish with your business.
Yeah, 100. That was a wholeethos, like, principle going into
it. Because we knew, havingbeen in that space as coaches, as
(18:12):
entrepreneurs ourselves, thatit's one thing to get something written
for you, it's great. But thenit's like, well, is this actually
going to work? Because I didthat for a long time. I just write
like, episode just dropped asmy post. Or like, I didn't put much
thought into it. But I thinkthat we all know for anything to
really be able to gaintraction, there needs to be more
(18:33):
often than not a strategy thatsits behind it. And that was kind
of like my mission in a way.It's like, how do I find the best
people to partner with so thatthey can bring that strategy? Because
that's not our expertise. Ourexpertise is bringing that to life.
But they have the strategy. Itworks. And so how do we just try
to populate the world withthis strategy and have more people
(18:54):
find success from it? So,yeah, that was how we built capture
100%.
No, that's a great story. Moreimportantly, I really like what you're
describing. It goes far beyondjust being a tool. It really becomes
an asset. And there's adifference in the technology world
when it becomes an asset,helps your business scale. That's
(19:17):
the big difference you guysare bringing to the table. Helping
people scale their businessesby leveraging technology in a way
other platforms don't.
Thank you. Thanks for bringingthat to life. Yeah.
So let's go down a differentroad. Let's talk about the way that
Capshoo really differentiates.How do I get that data in there?
(19:38):
I mean, there's some peopleyou just take a YouTube link, drop
it in. It does some of thestuff. There's some people you have
to upload the stuff. How doyou guys work? Do you handle a multitude
of different ways. How do Iget my data into the platform and
then from the platform todisseminate it to all the social
platforms?
(19:59):
Yeah. So almost the workflow,right? Yeah. So basically, by way
of getting your data or yourcontent in, you can either upload
it or put your YouTube URL. Wehave multiple ways to do that. The
other thing that makes capturedifferent is that we are very invested
in making sure the contentsounds like you and not like AI.
Having been early in the AIspace. A lot of unlocking of treasure
(20:23):
troves. Part of the workflow.One initial setup that you create
your Persona. And so yourPersona is like, who are you? It's
very simple. You just fill outthree things of who you serve, all
that you put in. This isoptional, but you can actually train
your tone of voice upfront.And then basically you'll see night
and day like that. It willautomatically, even from the first
(20:46):
upload, the way that youspeak, quote unquote, through text,
comes through every time youmake edits inside of Capture. And
there's a button that's likemarket complete. When you're editing
your show notes, social mediaposts and you go market complete,
that will go back into ourengine and continue learning from
that. So it's just learningplatform itself, continuously learning
(21:08):
from the edits you make insideof capture so that it continues to
sound like you. People areamazed that now it's like, I don't
have to edit anything becauseit always sounds like the way that
I want to write. So we builtthat in. There's that mechanism to
disseminate it onto differentplatforms. We don't have anything
where you can push a buttonand publish yet, but you just copy
(21:29):
and paste. If it's your, let'ssay, your show notes and you're publishing
your podcast you would justcopy and paste the text, put it into
your publishing platform, andthen away you go. Super easy.
Okay.
Yeah.
But the important part was Ireally like the fact that platform
has the ability to learn whoyou are and then really kind of makes
you look like a rock star.
(21:49):
Yeah, 100%. Some people havetested because they're like, there's
no way that this is, you know,so they'll test like, they might
have a slogan or acatchphrase. And so they'll always
just write that catchphraseeither at the top or the bottom.
And literally, after a coupleof, you know, Marcus completes capture,
would write with that exactcatchphrase again. Because it's picked
(22:11):
up. It knows now, hey, this isactually what you like to say. This
is your tone of voice. This ishow you like to structure your content.
So it's incredibly smart that way.
Through the engagement, you'restarting to create super fans of
the content, which areresharing it and helping it scale.
For example, one individual isutilizing it for his wife's business
(22:32):
and Instagram. The content isso good that people are starting
to say, this is somethingreally good. They're sharing it.
And I look at their as superfans because they're promoting your
content, which is promotingyour business.
Yeah.
And it's not costing you anything.
Yes, 100%. That's the holygrail. Right. How do we spread word
(22:55):
of mouth, essentially? Becausethat doesn't cost anything. It's
not like ads. And so that'swhat we're putting a lot of time
and effort in is like, how dowe find those super fans, those brand
advocates you mentioned,Freddie? Like, we already have a
ton. We have a ton oftestimonials on our website already.
We're starting to build outcase studies as well. We're currently
working on building thosepages out so we can go deeper into
(23:17):
people's stories. Trying tobuild out our partnership and affiliate
base so that we have a moresystemized way of helping people
share about what we do.There's a lot of effort that we're
putting into that part of ourbusiness this year for sure, because
it's the foundation of growthfor any business creating these superfans.
Yeah. One tip that I'm goingto share for our listeners is that
(23:39):
if you see somebody that'sactually pushed your content forward,
take a moment to thank them.One of my quotes in my book is people
will crawl through brokenglass for appreciation and recognition.
Recognize them. Other peoplewill see, oh, wow, Freddy appreciated
that I shared this. Otherpeople are going to go, wow, that's
(23:59):
pretty cool. And they're goingto start doing the same thing because
it creates a momentum. And oneof my other sayings is the little
things are really the bigthings. Taking time to acknowledge
somebody that shared yourcontent, wrote a comment, et cetera
is monumental. It's a littlething, but the results are monumental.
(24:19):
It's huge.
And so, yeah, combining withwhat you're doing and doing a little
bit of old school stuff ofsaying thanks, I appreciate it, goes
a huge, huge way.
Yeah, I 100% agree with all of that.
As we get close to the endhere, Deidre, how can people connect
(24:40):
with you and learn more aboutthe platform?
Yeah, for sure. I would lovefor anyone here who's an entrepreneur,
coach, consultant, serviceprovider, if you are creating content
in any audio or video format,give Capture a try. There's a seven
day free trial plus 50% offcaptcho ongoing. If you use Freddy's
(25:02):
code, which is Freddie D. Usethat code when you sign up for your
free trial. You'll get 50% offcapture for as long as you're on
it. I would love for you totry it. If you amplify your message,
your voice, get your contentout there in an efficient but high
quality way.
That's a very generous offer.
Thank you. Yes, of course. Wewanted to give back to your point
(25:23):
about superfans and thecommunity. We've gotten so much through
this journey from learning andlistening. So we were like, how do
we make this platform moreefficient and give back to our current
users, new users? Let's offer50% off. Use the code Freddy D. And
we would love for you to getonto Capture and try it.
We'll share that in our show.Notes for everybody. What's the web
(25:44):
address again?
Capture.com so C-A P S H-O.comthere's a ton of buttons like start
your free trial so you canclick on any of those and create
your account. When you signup, use the code Freddy D and you
will get 50% off your plan. Ongoing.
Terrific. Diedre, it's been apleasure having you on the Business
(26:06):
Superfam podcast show. We hada great conversation, excellent insights
for our listeners with a greattool that streamlines the process
of creating exceptionalcontent and more importantly, having
the ability to disseminate itto a multitude of platforms to really
(26:27):
create an engagement strategywhich is a game changer.
Thank you so much. It was anabsolute honor and privilege to be
on your podcast, Freddie.
Thank you. And we would loveto have you on the show down the
road. Again, continue theconversation. Thank you.
Thank you.
Hey superfan superstar FreddieD. Here. Before we wrap, here's your
(26:50):
3A Playbook power move.Attract ideal clients, turn them
into advocates, and accelerateyour business success. Top insight
of this episode. Your brandisn't what you say. It's how you
make people feel. And thefeelings are what create loyalty
that outlives any product orpersonality. So here's your business
(27:12):
growth action step. Defineyour brand's why in one bold sentence
and share it with your team.Then use it to audit every touch
point for emotional alignmentand consistent delivery. If today's
(27:32):
conversation sparked an ideafor you, or you know of a fellow
business leader who couldbenefit, share it with them and grab
the full breakdown in the shownotes. Let's celebrate together and
start creating businesssuperfans who champion your brand.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Boysober
Have you ever wondered what life might be like if you stopped worrying about being wanted, and focused on understanding what you actually want? That was the question Hope Woodard asked herself after a string of situationships inspired her to take a break from sex and dating. She went "boysober," a personal concept that sparked a global movement among women looking to prioritize themselves over men. Now, Hope is looking to expand the ways we explore our relationship to relationships. Taking a bold, unfiltered look into modern love, romance, and self-discovery, Boysober will dive into messy stories about dating, sex, love, friendship, and breaking generational patterns—all with humor, vulnerability, and a fresh perspective.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com