November 29, 2021 • 49 mins
Want to publish content on a regular basis without adding more work to your plate or more employees to your team? In today’s world, content is a necessity, but creating it regularly can be a headache.
Luckily, it’s actually not that hard to create content people will love. In this episode of the ROI Online Podcast, CEO Kate Bradley Chernis explains how you can use artificial intelligence in your marketing, tips for creating a better social media presence, and a social media content tool that makes posts easy.
Kate went from being a DJ, to owning a marketing agency that worked with large organizations, to finally creating a software (Lately) that uses AI to grow your business, along with an amazing team. Lately helps you write better marketing content with help from artificial intelligence and software automation.
The world evolves everyday, and so does the technology you need to adapt. Making sure your marketing strategy is always evolving as well and including elements like AI can ensure your business keeps progressing and meeting your customers’ needs.
Among other things, Kate and Steve discussed:
- Kate’s backstory and experiences
- The challenges she faced starting her business
- The importance of having AI in your marketing
- Elements that should be included in a robust social media strategy
- Why social media is a must for an inbound marketing strategy
- How to create a social media strategy without losing sleep
You can learn more about Kate here:
Follow Kate on LinkedIn
Follow Kate on Twitter
You can learn more about Lately.ai here:
Read the books mentioned in this podcast:
The Golden Toilet by Steve Brown
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Kate Bradley (00:03):
People to your point they hate writing and
social media is that four letterword right, like, but we all
have to do it. We're trapped, ina way, you know. But the funny
thing though, Steve is thatselling, as you know, has always
been social like since we firstsold the wheel, back back in the
way, way, way back day, right.
So that part's not new. Andmarketing, based on connection
(00:27):
is not new. It's just the toolsin front of us that are
evolving, right? And this is theone that's driving the ship
right now. It's social media,right? And it's really actually
not as hard as people think.
Steve Brown (00:42):
Hi, everybody.
Welcome to the ROI OnlinePodcast, where we believe you,
the courageous entrepreneurs ofour day, are the invisible
heroes of our economy. You notonly improve our world with your
ideas, your grit and yourpassion, but you make our world
better. I'm Steve Brown and thisis the place where we have great
(01:02):
conversations with winners justlike you while we laugh and
learn together.
Kate Chernis, Welcome to the ROIOnline Podcast.
Kate Bradley (01:22):
Hey there, Steve.
Thanks for having me.
Steve Brown (01:25):
You know, what do you get when you take a rock and
roll DJ for XM radio that has anaudience of like 20 million
people? Okay, and you mix herup, and you put her in this
position where she's doingsocial media for maybe Walmart,
or all these others, and she'sreally good at spreadsheets.
(01:49):
What do you get?
Kate Bradley (01:52):
You get Kately.
Right. That's a crazy mix,Katley from Lately Yeah, that's
the thing that, you know, I'm 47years old. And and, um, you
know, I like to be able to lookat my life and assemble the
pieces and hope hopefully,they've made sense so far,
right. And they're making moreand more sense, right? Like,
(02:16):
that line seemed like a zigzagfor a long time. But then it all
came together. And the fact thatI can use something, like being
a rock'n'roll DJ, in anotherpart of my life is kind of a
miracle. Of all things, right.
(02:36):
The same went to raise yourhands, everybody's listening, if
you were an English major, I wasto fiction writing major. And
back then they used to call it abit of a useless degree because
you could become an author. And,you know, that's a hard, hard
way to make a living. Or youcould become a teacher, which
people, sadly, don't respectthat profession or pay it very
(02:58):
well either. So they poopoo tous. But now look who's laughing
Steve, right. Because theinternet runs on writing,
doesn't it?
Steve Brown (03:07):
It does. It's it is the what I say is the gas that
goes into the engine of youronline platform. So here's what
we didn't do. Here's why we youneed to get to know Kate. She's
got a beautiful company. It'scalled lately.ai. Okay, now,
(03:28):
what does lately.ai do? Whatevery single person that's
listening to this knows theyneed to wander into this slimy
yucky swamp of social media.
Okay, it's this. It's the IRS ofcontent marketing. It's where
it's like the Facebook owner,the Twitter owner, the LinkedIn,
(03:52):
they're the Harvey Weinstein'sof tech. And why do I say this
because they steal our data andthey get rich. But then, as a
business, we need to meet ourconsumers our client somewhere,
but guess what lately doeslately helps you navigate that
swamp, safely and successfully?
Kate Bradley (04:18):
Thank you so much, you're hired. You're right, that
I mean, people, people to yourpoint, they hate writing and
social media is that four letterword, right, like, but we all
have to do it. We're trapped, ina way, you know. But the funny
thing though, Steve, is thatselling, as you know, has always
(04:40):
been social, like since we firstsold the wheel, back back in the
way, way, way back day, right.
So that part's not new. Andmarketing, based on connection
is not new. It's just the toolsin front of us that are
evolving, right and this is theone that's driving the ship
right now. It's social media,right? And it's really actually
not as hard as people think. ButI think people get, they get
(05:04):
bogged down because they don't.
They don't think themselves tobe very interesting. Which is
sad. Right? So they don't knowhow to find that message that
gives people the reason toconnect with them. Which is why
when we first started talkingtoday, before we push record, we
talked about where we are.
Right? Look what we did, like,right away, we knew each other.
(05:28):
I'm in the Hudson Valley, you'rein Texas, we talked about, you
rode your bike here. You know,you an amazing time you you
discovered that there's parts ofNew York that aren't disgusting,
like New York City. I'm sayingthat that's not your words. And
I talked about Texas, and youhad me dreaming about maybe
traveling for the first time intwo years. Right? And the
(05:48):
weather does the same thing.
When you ask where's theweather? It's not a boring
question. It's the mostintelligent question, because it
levels the playing field. And itgives people a reason to react
and connect. And it's notfluffy. This idea, this is not
about just loving people for thesake of loving and talking about
(06:10):
random things like cereal andweight gain or whatever. It's
literally finding the commonground to get to trust, because
trust is the thing that makes usbuy. Right?
Steve Brown (06:23):
Of that is true.
Okay. Here's what's happened inthis train wreck of whatever's
been going on in our world thispast year and a half, okay? Is
that if you didn't, if you're abusiness owner, and let me tell
you, entrepreneurs are what Icall the heroes of our invisible
heroes of our time, right?
(06:46):
Because I believe that here theyare risking everything their
future, their family's future,and they provide us services and
products and improve our lives.
And yet, they didn't sign up forthis day in the future that we
just learned where you had tostay home, you couldn't have
people come to your showroom,you couldn't meet them in in a
conference area and shake theirhands. And yet, you have to pay
(07:07):
the bills, you have employeesthat are depending upon you to
figure out how you're going tonavigate this new environment.
And so if they weren't convincedthey need to get their act
together online. I'm tellingyou, they're convinced now and
they're they're searching andgrasping. And that's why lately
is like a great thing that youshould know about.
Kate Bradley (07:30):
Thank you. It's true. Actually, the the demand
for social media platforms hasincreased, I want to say it was
from 16. Point 6 billion tothey're predicting 44 billion in
the next four years. Right.
COVID is driving that, ofcourse, also. But then, as well,
the demand for artificialintelligence in the content
(07:51):
creation sphere, specifically,which is what lately does,
around those social mediaplatforms, that's also gone up
from I think it was, I want tosay 2.2 million to 14 billion to
14 billion. And the reason is,is because the pressure now more
than ever is not only on abusiness to play in this in the
sphere, and to meet people wherethey already are. But for
(08:13):
individuals to be responsiblefor their own social media
connections and targeting,right, so people are having to
do things that areuncomfortable, I was just
talking to my friend who's anentrepreneur the other day, and
she's like, you know, I'm sogood at the cooking part of all
this. But this part, thefundraising part, the sales
(08:33):
part, it's terrible. And Iremember Steve, every musician I
ever met said the same thing tome. Right? They hated being
their own business leader. Andit's, I get that and it's
unfortunate a bit that that'sthe way it is now, but it is you
have to figure out a way to makeyour the cover of the magazine,
so you're selling the magazine,and and you're on the cover,
right? And it does come naturalto some people. And to others it
(08:56):
doesn't. But I find a lot ofpeople just need need kind of
the nudge, right. So for us theartificial intelligence is is Do
you mind? If I say it, I don'twant to be a commercial, but I
just described it. No, pleasedo. Okay, so so the way it works
lovely listener, is we studyyour social media channels, and
(09:17):
we're looking at what words andphrases and second structures
get you the highest engagementand we learn every day. And in
fact, we invite you to help uslearn so you can curate the AI
and kind of boss it around alittle bit, right? And then we
build a writing model based onthe words that will get you the
most engagement, clicks andshares. And anytime you feed us
(09:37):
long form content, like apodcast like this, or a chapter
of the book you just wrote orblog link or the interview that
you just gave, or audio evenlike so podcast, which is audio
will atomize it into all the oneliner snippets, where we find
that the writing model exists,you know, and in the case of
video clip clip up the videoquote at the same time, and give
(10:00):
you a whole bunch of a lot tochoose from. And the goal, as
Steve is, you know, is again,not to remove the human out of
the loop because we areessential here still, right. But
to take the headache away, soyou don't guess what to say?
Because that's guessing ispointless and hard. Like, that's
the you have the fear of theblank page, Steve. I do.
Steve Brown (10:21):
Yes, it's writer's block. I sit there, and I really
self doubt. I
Kate Bradley (10:27):
need to. Yeah, me too. You know what? So I have my
interns and my staff, I do thisthing. They, I don't know if
they hate it. I imagine I wouldhate it. But they all do it
graciously. Which is I'll askthem to write me an email, a
blog, whatever it is just juststart it for me. And then I go,
and I rip it all apart. Butbecause, and I make it how I
(10:49):
want it to be, but because theystarted it for me. Even if I
don't like it, it doesn'tmatter. They got me over like
the biggest hurdle, right? Yes.
Yeah. So you know, lately isdesigned to do that with with
social. And we use it so and Ijust want to to, to for anyone
who's rolling their eyes aboutsocial and whether it's
effective or not. So we don't doany paid ads, or any cold calls
(11:10):
are cold emails that lately weonly use our own organic
software and AI, which I you didby hand for Walmart back in the
day. And we have a 98% salesconversion, Steve. I'll say that
again. So people can lean in98%. Right,
Steve Brown (11:30):
when someone connects with you, and you have
a sales call. It's so compellingthat your close rate is 98%.
That's right. Yeah. I waswondering,
Kate Bradley (11:41):
you were one of them. And it's because the AI.
So how'd you hear about us? Dowe find you online?
Steve Brown (11:47):
i That's a great question. I don't know. But
here's what happened. And I'minterrupting your story. Oh,
please, no. But here's, so I runan agency. That's how crazy self
just just put run through aforest with your eyes closed and
get knocked down by anything yourun into, right? That's the kind
(12:12):
of guy I am I run an agency. Andwhat does that mean? It means
that we help our clientscommunicate better. So but
here's where this big trap hasbeen for us. Okay, let's assume
you have an employee that isengaged, and loves to write
social media that loves thisclient's product, and is
(12:33):
inspired every day to writesocial posts to help introduce
new people to to what that greatcompany does. Well, they're
humans. And over time, theircontent gets stale. If they get
interrupted, they may misspellsomething, they they may just
(12:54):
miss the boat, but they're justwinging it if for lack of a
better word. But when I ran intolately, oh, my gosh, the the
dots connected. Here's what AIdoes for AI is beautiful at
recognizing patterns, andpatterns of success and you so
(13:14):
great entrepreneurs recognizepatterns in and then they start
to align a product to tocapitalize on those patterns.
They recognize a behavior orinterest or whatever. And so
what does the AI do? It goes outand reads all these posts, and
then goes, Oh, these areperforming? Well, I can help you
write a great teaser line thatwill perform well, as opposed to
(13:37):
you having to make it up everytime you sit down. And and we're
going to read through this long.
So we're going to do we're doingthis to end video and audio,
right? Yes, I'm going to run itthrough that tool, it's going to
pull out the pithy parts, writea teaser, and here's the most
brilliant part, it's going toput a link and that link, we get
(14:00):
to pick where that link is goingto drop the person that bites on
that. That's the most importantpiece of all that you do that
link that brings them back toyour, your place to develop a
relationship. This is and nownow all of a sudden this one
(14:21):
person can be at their best, butthe tool is like helping him do
1530 posts from a piece ofcontent where realistic
expectations might be two orthree good posts from that
engaged individual.
Kate Bradley (14:37):
Yeah, the objective is what you're
touching on there, which isreally important. People
sometimes forget that.
Everything they write whetherit's a text, ask your husband to
take out the trash, or you're onSlack, trying to get a team
member to get a task done.
There's always the objective,right? And social media posts
also have an objective. There'sonly two in social, it's click
(14:58):
or share. Right there's The mainones. And so you the click is
obvious, like you want people togo somewhere and then take an
action. And they people don'tclick a lot because they don't
trust what's behind the link,interestingly enough, right? So
we're really working hard withthe AI to help you pull out that
(15:18):
context for you. And then to getyou the human to just make sure
it's clear on what's there. Andthen with the reshares, so I'm
just giving some pointers topeople, the reshares of the
things that are easier to getwhen you're a small business,
right? Because he reshares aboutego, Steve. So they make you
look good. They make you looksmart. Right? I always think of
(15:40):
it as like in college, whensomebody brought you a new
record, and then you shared it,and you look like the cool one,
right? Same idea. So you'relooking for those quotables that
somebody else will be like, Ohmy god, I totally feel that way
as well. Or this, this isrelevant to my business, or etc.
So that's what I'm thinking whenwe're writing. And that's how
(16:00):
I'm training our AI. One thingthat has come out of that. So we
surface these word clouds thatshow you the words people are
literally excited about andhashtag clouds as well. So an
old marketing rule of thumb wasto never make up a hashtag. But
guess what? It's wrong. Becausewe see like our on late Lee's
(16:26):
word clouds, like one of ourhighest performing hashtags is
hashtag peeing my pants. BecauseI wrote that when Gary Vee
shared something for me. So, butthat just goes to show you
right? Like you can saysomething that's pretty like a
statement, but then the hashtagalone can put the human in for
(16:46):
it, and contextualize it at thesame time. So it can either give
people a reason to reshare it,make them smile, perhaps, or
give them just a little moreinformation. So they know, when
they click that link, what'sgoing to be behind it.
Steve Brown (17:01):
Only. So you mentioned Gary Vee, when he saw
what your tool can do, he hadthe same reaction that I did.
Okay. But here's what's amazing.
I don't think a lot of people, Ithink they get hung up on
artificial intelligence. Andit's intimidating. It's scary.
But let me tell you, if you willnot think of it in that way.
(17:23):
Think about all yourcompetitors, they're going to
have the same reaction. And it'sall it is, here's how I
explained AI. You know, thosetimes you walk into a dark room,
alright. And when we especiallywhen we were younger, it's like
what could be in their monsteralligators, you know, you or you
(17:44):
bump into stuff and you untiluntil you finally find the light
switch, and you turn it on, andthen it's like, oh, it's just
furniture. It's just bad. That'sall this is a competitive
advantage. That removes a lot ofbarriers to producing what I
(18:04):
call prolific pithy posts.
Kate Bradley (18:12):
I love it.
Prolific, pithy posts.
Steve Brown (18:17):
That's all it is.
Why do we say that? Becausethese LinkedIn, Instagram,
Facebook, whatever else is outthere? What are they really
their search engines? Andthey're their introductions to
relationships, that most peopleare just like Gary Vee says,
marketers ruin everything. Okay,but this tool is like, cutting
(18:40):
through a bunch of them. I callit a swamp, and it's introducing
you is just you go to aconference, or a mixer or
something, why you want to meetpeople. That's all they are.
That's all they are.
Kate Bradley (18:56):
The same idea. It just gives you that leg up,
right? It takes the lets youknow the same way that LinkedIn,
you know, you Google peoplebeforehand. So it's not totally
cold, meetup, you have somethingto talk about, where you're
from, where you are, where youbeen, whatever it is, where
you've worked, college, thatkind of thing. And that's the
idea with artificialintelligence. For people who are
(19:17):
scared. Let me just really helpyou out here. So if if AI was a
human, on the scale of a life ofa human, it's about three months
old.
Steve Brown (19:26):
Yes. Yeah, right.
Kate Bradley (19:29):
Yeah. So once you know that it's just necessary a
big fan
Steve Brown (19:35):
of so Peter Thiel says really well in his book,
zero to one. Like, we're allexcited that Google Photos can
identify a picture of your dog.
But I can put pictures of peopleand my dog and whatever on the
floor and a little toddler comein and I go, give me all the
(19:57):
pictures of my dog. No problem.
Okay, well,
Unknown (20:03):
no problem.
Steve Brown (20:04):
So what's the big deal about this, it's there,
there are some, there are someconcerns in an industrial or
military application. But for abusiness owner who's trying to
pay the bills, trying to make itover all the hurdles that life
is throwing at us, this is abeautiful way to really optimize
(20:25):
and get efficient and, andexploit an opportunity that your
competitors are. Are therecrying in the shower about
having to wonder media, aren'tthey crying in the shower? It's
Kate Bradley (20:38):
true. Yeah, it's really the competitive advantage
is a big thing. And they're, youknow, they're saying, now that
and I'm not just saying this tosell my product, but they're
saying now that if you don'thave AI in your marketing stack
in some way, you can just closeup shop, because everybody does
now, right? You know, it's kindof like, cars have the have the
backup cameras, like, I stillturn around, I do because I want
(21:01):
my neck to be flexible. As faras like, as long as I can have
it that way. But you know, it'sit's just been, it's just
something that's just there nowjust part of it, it's become
part of the fabric of the thingsyou know, and what's amazing to
me, Steve, is that I don't Iknow, I mean, the next
generation of lately, we'reworking on releasing in about
(21:22):
two weeks. And it's amazing,maybe more amazing, actually. So
the AI is going to do littlemore to get you further along
the path. Because people readthis writing problems really
crucial, difficult thing. And,and they want more, you know,
which is amazing to me, I'mlike, oh my god, I just
basically, I think of it as Iwas just sharing this metaphor
(21:45):
the other day. So when BettyCrocker came out with a box cake
mix, it was all you just addedwater, everything was just
powder. And the housewives atthe time didn't feel as though
they had any human action here.
They didn't make the cake. Andso they took out the powdered
eggs so that we could add theeggs ourselves. And then
suddenly, we have baked a cake.
(22:07):
Okay. Right. So that's my job asan entrepreneur is to find out
what, what what is the rightcomponent, so I can get just the
eggs, you know,
Steve Brown (22:19):
only. Hey, I wanted to pause right here and tell you
about a book that you need toget today. It's the funniest
book on marketing. It's calledthe Golden toilet, stop flushing
your marketing budget into yourwebsite and build a system that
grows your business. And guesswho wrote it? That's right. I
(22:39):
wrote it. And I wrote it justfor you. Because I want to help
you get past the last hurdles ofsetting up your business and
getting it squared away. I wroteit so that you can avoid time
wasting time wasting money,wasting frustration, get the
book on Audible. You can get iton Kindle, you can get it on
(23:01):
Amazon, but get the book, takeadvantage of the insights in
there. And let me know what youthink. And now back to this
excellent episode. So tell us alittle bit about lately, as far
as you know, how many do youhave on your team? How long have
you been in business and who'slike this? Investor whips first
(23:25):
name starts with Gary and hislast name starts with V.
Kate Bradley (23:29):
Here is he's an advisor, actually. So he's not
an investor. But he's a reallynice man. And, and we've been
really grateful for his help,right? I mean, he's kind of the
poster boy of what we've beendoing. Although I didn't know
Gary, or I'd never heard of himwhen I did this for Walmart back
in 2000. What was it? 11 or 12?
I think. But I didn't I did meethim at South by Southwest once
(23:54):
the when Twitter was two yearsold. I remember that. But yeah,
my team is pretty small. We'reabout seven full time and six
part time and by part time,either interns or consultants
who help us. You know, you piecetogether what you can to make
the ship fly and you're alwaysbuilding the plane as it's
flying, right? Or the rocketship. And then you know, that we
(24:16):
haven't paid. I've been able topay them for a long time. So I
am right now, which is great.
But that's the part of the rockyroad that you talked about
before. Right? So there were twoyears where 90% of the team
wasn't paid. And then recently,there was about six months where
(24:37):
we were doing the same kind ofshuffle. And it's always this
new the roller coaster is acliche, but it's 100% True,
right. And obviously I'maddicted to it, Steve because
you know I keep I keep gettingup but they're a great crew and
we're we've always been adispersed team. So several
(24:58):
people in Canada, Denver Now acouple of dogs. We've got a few
people in Colorado and out NewYork, New Jersey. And that's
been we had a huge leg up whenCOVID started because, you know,
we do zoom. Well, we alwayshave. I mean, I talked to
nobody. 20 million nobody's in ablack box for a lot of my
(25:18):
career, right? And that, again,this is what an AI can't do.
Like I can reach through thisscreen and give you a hug we
already have basically, right.
And that's the scale. Who didyou work with? You work with
with Chris, bro on my team?
Steve Brown (25:33):
I beat him I
Kate Bradley (25:36):
press her, Lauren, or maybe Andy Plunkett?
Steve Brown (25:40):
Oh, it's been a little bit, but it's been a
Kate Bradley (25:42):
while. Yeah, well, whoever they were, I know they
were real nice to you. Becausewe don't have any salespeople. I
lately, everybody comes fromsomething else. And we saw my
head of customer service wasoutselling every sales gun I
ever hired, you know, guys withgreat resumes. And huge
networks, she would just killthem. Because she's just being
(26:05):
Lauren. She just being herselfjust being nice. You know, kind,
the golden rule. Right? That'sthe, it's I know, it's corny,
but there's nothing moreimportant. Do unto others sell
into others? Right?
Steve Brown (26:19):
Yeah. Yeah, that's a big deal. As I always say that
in sales. It's not aboutconvincing or persuading
someone, it's, if you're reallydoing it, as a human, you're,
you're figuring out whether thisis a best fit for them. And if
it's not have the courage to go,you know what, this is not? This
is not for you. I wouldrecommend you do this. Yeah,
(26:43):
it's just a long game.
Kate Bradley (26:46):
It's a long game.
Yeah, it sure is. I mean, we're,it's funny that you say that,
like, so. So I've raised $3.4million to date, Steve, and for
other entrepreneurs listeningwho might not know this for
woman, you only get 2% of allthe venture funding, so I have
to work 98% Harder. If you're aperson of color, that you're not
(27:08):
even on that scale, right? Soit's really difficult, and it's
very screwed up. You know,industry, but But as we've, you
know, been along this road, Imean, really amazing people like
you help, you know, andsometimes you're looking for the
(27:29):
help, and sometimes you're not.
And the best part is, is thelifting of the others up, right?
So people are lifting me up,you're doing this now I'm so
grateful. Right? I can't do thiswithout you literally, I cannot.
And I can't do it without myteam either, who are really
amazing people, but then it's myjob to to lift others up. So
like I try to, you know, it'shard for a lot of people
(27:55):
actually want want guidance orentrepreneurial consulting. And
I can't do that because I'mrunning this other business. But
like, once in a while, I sayyes. Or, you know, send other
entrepreneurs, I know your wayor other people's way or like
OD, can you recommend someoneelse to talk to, you know, this
kind of thing. But you you tryto pay the karma back where you
can, as best you can. And knowthat, like there's a there's
(28:18):
going to be a perpetual for me,I feel like there's a perpetual
debt there. Right, like, so thebigger lately gets, the more
obligation, I have to pay itback and to lift other people
up.
Steve Brown (28:32):
I love that about you. I when I was doing my
research on you, I was justimmediately I like her. Thank
you. I just like you as aperson. You You and I share. I
want the same thing for my team.
Right? Yeah, my team had to cutback as well. But what does that
mean is that we all cametogether and, and like had each
other's back through a toughtime.
Kate Bradley (28:53):
It's amazing. And in what a team I mean, I'm so
that's impressive that says somuch about you, Steve. Right,
that people are willing to dothat. And I don't think I don't
think people realize what a bigdeal that is. I undercut my own
leadership skills all the time,actually. I don't know it's just
sort of, maybe it's a womandefault, or I don't know or what
(29:14):
it is, but like it's, it's it isa miracle that when people come
together and they realize thevalue of what you're doing,
either brings them joy, or theywant you to win or who knows
what their reasons are really.
But that skill comes down towhat we've been talking about
already here, which is like thehuman part, the connection part,
this stuff that we're talkingabout how we how we are
(29:36):
prescribing externalcommunications is also the same
way. We lately practice internalcommunications. Right, you go,
you walk the talk inside now.
And I worked for XM, I workedfor IBM. I've worked for
corporate America before and Ihated it to the point of where
(29:58):
it incubate Ask Me Likeliterally, right? Like I have a,
I have a partial permanentdisability. Because the stress
was so high. And I wasn'tlistening to my body, which was
trying to tell me get out ofthis, you know. And so because I
don't want to repeat thatexperience anyone around me,
(30:19):
like, I'm always thinking aboutit now, I'm not super nice all
the time. In fact, most the timeI'm, I mean, I know thyself.
Like I have people like Laurenand Chris And Ankit. And, and,
you know, who actually just gothired somewhere else, which we
were like, Oh, amazing, go doyour thing. But in Bryan and
Jason and Greg, and Kristen,it's because they, they they,
(30:46):
through the yin to my Yang,right? They get to be the soft,
so I can be the hard, but theythey know my heart. They know
what I really mean. So I don'thave to cover it up. I don't
have to smiley face it up withthem. You know, I mean, so I can
I have to surround myself withthose people, Steve, who can
fill in the blanks that I it'snot my, my specialty spot,
right? And I think a lot about,look, I'm a wild horse, you
(31:12):
might have heard me say thisbefore, like, when you the
moment you tell me what to do,I'm like, bye. I'm out. And
sometimes it's totallyirrational. But that that is my
instinct, you know. And I, I'vetried to treat other people the
same way. Now that can be amistake as a leader, because a
lot of people need moreguidance, and they like more
control. But I haven't been ableto really employ them for very
(31:36):
long, I need to have otherpeople who just run on their own
and, and figure it out. So it's,it's it's a really interesting
mix that we have. And I and youshould probably do this too. I
don't sit back and take enoughpride in the culture I've
created. Because it's important,right work is its to do sleep.
Steve Brown (31:59):
It's the fuel of your organization. And it's an
invisible tax. That will it'slike the house, the house. The
gambling house has a bigger,right? You don't have culture?
Yeah. Bigger is taxing yourorganization and slowing it
(32:20):
down. And it's invisible. Andit's a stupid tax.
Kate Bradley (32:24):
Yes, yeah. It's, it's useless. And you can see,
you know, you go, you gosomewhere, and someone's unhappy
with their job because they'rejust pissing vinegar all over
you. And you feel bad for them.
Because, you know, I know whatit's like to feel stuck. I mean,
I do YouTube, right. And I justwant to shake them and be like,
just get out of this. You can doit.
Steve Brown (32:45):
But it took that from your dad,
Kate Bradley (32:47):
to Yeah, my dad, he, he, I was, I was crying all
the time, I was so unhappybecause my body hurts so bad.
And I was terrified, because Icouldn't. So I don't just so the
listeners know, I don't, I don'ttype with my hands. I type with
my voice. So the irony that Istill talk for a living is not
(33:07):
not wasted on me. So I I,because I've epicondylitis and
tendinitis through my fingersand elbows. And so I'm scared,
right? Because this is everybodytypes. There's nothing that you
can't, there's no job you can dowhere this is not a thing,
really. And I also was, I knew Ihad to leave radio. And that was
(33:30):
terrifying, because that waswhere my identity was wrapped
up. And I believe like the best,the best radio, I made it, I
made it to the show XM, youknow, 20 million listeners today
I was doing it. And my dad shookme by the shoulders lovingly,
and said, you can't work forpeople anymore. And there's no
shame. And that
Steve Brown (33:50):
was, that was a powerful comment.
Kate Bradley (33:54):
It was huge, because he hit on two things,
because he he opened my eyesthat that there was another way.
And I was like, Whoa, duckbecause my dad owns his own
business. And my mom owned herown business, right. And the
other thing that he hit on wasthe shame. Because I the reason
(34:14):
I was so upset and stressed isbecause I felt like I had I was
disappointing my male in thiscase, boss. And that shame was a
huge burden. And I know, I knowa lot of people, but especially
the women entrepreneurs that Iknow, we put it on ourselves
first, we think what have wedone wrong? It's first thing we
(34:36):
do, right? That's the default,and you run through all the
things that you've probably donewrong. Which is, you know,
that's like such a weird way toalways see yourself as the cause
of the thing. And then when Irealized it wasn't me, that was
like, it was that lift, youknow, and it wasn't easy to
(34:58):
Steve just going you know, thatwas a great option. Haha that my
dad gave me. But my I read aself help I was reading self
help books which I love becauseI, I mean, come on, they're just
terrible. So I read the secretand it was so bad and I was, you
know, I was a fiction writingmajor. So like, I feel like as
(35:19):
you know, I have a standard. Andthis was not it. But I plowed
through. And I remember, therewas some, some line in it that
just said, you know, what yousay is, is what you are
basically you're like, like,it's like you are what you eat,
you know, that sort of idea. Andeven today, I'll catch myself
(35:39):
but so so at that time, all Iwas saying was I hate my job,
I'm in pain. But you know,negative toxic, and I used to
smoke cigarettes, I was reallygood at smoking. So is this
like, toxic Pigpen cloud of justnegativity? And so I, I stopped
that. Because I really, Ithought about the moments in my
(36:01):
life where I felt really good.
And I was thinking aboutsoftball and hitting a line
drive and how I felt like amillion dollars then. And I was
like, you know, that's a reallygood feeling. I'm going to maybe
there's something to this. I'mgonna try it. It seemed
ridiculous, you know. And it washard because my friends at work,
we all took our smoke breakstogether. And we all complained
about how much we hated work. Ihad to stop doing that, you
(36:23):
know. And even today, like, I'vegot, I've gotten on my note,
I've got a bunch of sticky noteson my laptop right here. One
says, Are you sure? It's a greatquestion to ask yourself about
anything that you're thinkingabout? That's especially
negative? Are you sure that thatperson who was up your ass and
traffic today was really out toget you? Right? Are you sure?
(36:45):
Are you sure that your husbandreally didn't put the cap on the
toothpaste? Because he wanted topiss you off today? Right as
these questions, you know, andthe other one I have that I just
got from my meditation app thatI love, Sam Harris. He recently
said, the day will arriveanyway. There's no rush to get
(37:06):
to the next moment. It's goingto mean so that you don't have
you don't have control that it'sgoing to happen no matter what.
So all you can do is embracethis thing here. Now and it's
this is hard for me to do. Is ithard for you to do Steve?
Steve Brown (37:27):
To be here in a moment. And yeah, no, I, I get
it. I get energy from it.
Because think about it. Okay.
How often do you get to sit andtalk with someone, you're not
interrupted by a waitress or awaiter? You're not You're not
checking your text, your spouseis not wanting to be a part of
(37:49):
the commerce that you weregetting to talk like geeks.
Okay, we're getting we'regetting to talk about what it's
just, that's great. My dogshere, my mother is not asking
for me to better, right. We'rejust work. We're just in a room
getting to focus on thisconversation. And that's what I
love.
Kate Bradley (38:10):
Amazing. It's, I find it. It's my test, a test
that I have to constantly takepersonally. And like, for
example, we'll be driving youknow, as you mentioned, it's a
beautiful here, the MohawkMountain House is right over
there. We're, you know, we'reright in the thick of the shunga
mountains, it's fall andeverything like that. And so
(38:33):
most nights, around fiveo'clock, we both leave the
office, which is our here at thehouse. And we try to go for a
walk because why not? In COVID,you know, like, let's just get
out, it's going to be winter,and we're not going to go out so
much. And so I've been trying todo this, which is I'll try to
turn my phone off then rightbefore we go and leave at home
and now it's off for the night.
As opposed to on the way thereI'm doing Twitter and my last
(38:55):
check of the social for the day.
So like I'm missing the wholedrive. And then after we've had
a walk if I make my phone isstill on I'm like erasing the
whole effects of the walkbecause I'm back at work. So you
know how hard it is as anentrepreneur to turn your phone
off at like, five 530
Steve Brown (39:16):
Well, you pass if this is a test for you, your
your ace in it today.
Kate Bradley (39:23):
Thanks. No.
Steve Brown (39:27):
That conversation that you Dan had with you, you
know like there's no shame andyou you are not supposed to work
for someone. There is this thingthat I went through that too. I
did bad the shake me like that.
But there's think about why itwas so hard. We were trying to
be a good employee. We weretrying to do our best job but
(39:50):
there was something about thatenvironment that was not really
grasping our value and it feltwrong and that There's something
in that that wasn't healthy. Butthen we grow up thinking we need
someone's permission to go anddo this thing that's deeper and
what we're really mad about. Andso your dad was saying, Look,
(40:14):
you don't need permission. Youhave what it takes, it is going
to be messy. And, and Iguarantee Kate, I would bet that
it's been harder and morestressful. But at least you're
driving that. That caravan.
(40:34):
Those people that are followingyou, you're the one that's in
front, going through all that.
That journey. Yeah, I
Kate Bradley (40:41):
would never not not do this. Like, even though I
know, all the know, all that Iknow. I mean, I, we like to joke
and say, I get punched in theface every day. But that's how
it feels, you know, but you likeit somehow. Because to your
point, it's, it's the stress ofworking with holes is infinitely
worse. Which is weird, becauselike, there's safety and money,
(41:05):
you know, like getting apaycheck and knowing it's
coming. That's, that's, that canrelieve a lot of stress. But I
mean, it's not that I don'tstress out about money. But I
mean, if there's, you know,we've been down to the wire
multiple times. My level of mylevel of pain tolerance is just,
or that is higher than maybesomeone else's. Yeah.
Steve Brown (41:28):
So I want to pivot here. So if you're listening to
this on the podcast, be sure tolike a just do this for me.
Because Kate, I know you'reloving listening to Kate, just
hit a like or subscribe. Okay.
And same on YouTube. If you'vebeen watching this hidden hit do
it for Kate, not me. This I thisis awesome. I'm this is the best
(41:50):
part. Okay, I want to ask yousome questions, Kate. Okay. Not
that I haven't been. But it'slike, these are questions that a
lot of people ask, and I justwant to hear your answer,
because they want to know. Okay,so in your opinion, a robust
social media plan includes whichof the following.
Kate Bradley (42:16):
I'm gonna answer bizarrely. But the first thing
is the most robust, and I'm notsure I like that word so much.
But the most robust thing youcan do is one thing well, so
pick one thing, and do it well.
Right. So you don't have to doall the channels, email, social,
whatever it is just pick one andbe like, I'm going to master
this thing.
Steve Brown (42:39):
Boom. Yeah. So why is social media an important
part of inbound marketing?
Kate Bradley (42:52):
reasons it's because what it's, I feel like
it's like, you know, Oh, wouldyou jump over the bridge if all
your friends are jumping overthe bridge? So, first of all,
it's because it is whateveryone's doing. And it's where
you have to be where people are,right? I mean, if you know that
3000 People drive down thisparticular road every day. But
your sign out there. Right? Imean, be stupid not to. So
(43:14):
that's, that's, I think, the themost obvious. Most obvious
answer, yeah, it's not very sexyone, but you have to write?
Steve Brown (43:30):
Yeah. And then why is social media so attractive
for consumers?
Kate Bradley (43:37):
Well, because the people still think they can
measure marketing. And youcan't, by the way, that's the
point. You're laughing as youknow. Yeah, this is the big myth
about social media, is that nowlately certainly is trying to
measure the thing that nobodycan measure, which is the words
(43:58):
themselves, right. So the thingpeople are still most scared
about with marketing is becausethey don't get it. It's
mysterious there. And that'sthat human part we talked about
before the human makes it magic.
It's the Genesee quad the thingyou can put your finger on.
Right? And it will always bethat way. So you know, try not
to get too bunched up aboutthat. But you know, I always
(44:21):
think of this is tied in maybeto your last question a little
bit as well. There's an oldmarketing adage that says, if
you're not marketing, you'rewinking in the dark. Get it
Steve Brown (44:39):
nobody can see that's right. Yeah. Flirting
with them in the dark.
Kate Bradley (44:45):
Yeah. And you got to do it you know social you
mentioned this in the top issocial is part of SEO they're
they're just basically SEOengines now. All the all the
channels, Facebook or meta thatwhatever they're calling
themselves now which is thanksfor worrying a good word for me.
My You have to be there becauseyou want to be found, right? And
(45:07):
the tough thing is there, youknow, some people may in fact
try to find you. But if youbuild it, they will come does is
not true. You have to dohandsprings and magic tricks,
basically, to get people tonotice you.
Steve Brown (45:24):
You have to have, you have to have the experience,
and you need to be able tocommunicate, you know what
you're talking about, not justpost stuff regularly. Yeah.
Yeah. So I'm curious about, youmentioned it so that Facebook's
(45:47):
name is going to change. I thinkthat these social media
companies are realizing thatpeople are leaving those
platforms, they used to be theonly game in town. Yeah. Okay.
And, and so they they're allthese other platforms showing
up? What's the clubhouse, right,clubhouse, and rumble and all
(46:10):
these other things, does latelyhave a plan that includes those.
Kate Bradley (46:18):
So here's the secret, we're actually about to
release a product that doesn'tinclude a publishing platform.
We're lately attaches towhatever you already have. And
there's a lot of reasons we'redoing this. One of them is
because it'll get us much fasteradoptability. Because I don't
(46:41):
have to get you to switch fromwhat you already have number
one. And it'll, we believe thatit'll make us whether it's
integrating with HubSpot, whichhave already done HootSuite,
which is underway, working onAgora Pulse, you know, trying to
get buffers attention overthere, because they've, they've
paused integration. So I gottago yell at Joel and get him to
(47:04):
notice me. But the idea is tomake it make it a frictionless
experience, so that we're not incharge of figuring out how to
integrate with all these newplaces, right? Somebody else has
to do that. Who's way better atit than we are, frankly.
Steve Brown (47:21):
Right? So we've been listening. We're excited
about maybe learning about yourplatform, how should people
reach out, get set up, get afree test drive, whatever it is.
Kate Bradley (47:35):
I just love you, Steve, thank you for being so
kind to me today. We're at dubdub. dub.lately.ai. Just wave
high, it's no sweat. We're, welike to meet people as you know.
And if you if you don't want tobuy it, that's fine. At least
see it. I can guarantee you thatyour eyeballs will pop out of
your head a little bit.
Steve Brown (48:00):
Yeah, do it. 98% of the folks that the eyeballs pop
out, sign up. Yeah.
Kate Bradley (48:05):
All right. You might as well learn our tricks,
but you know, if nothing else,see how it works.
Steve Brown (48:11):
Kate Chernus you've been an awesome guest on the ROI
online podcast.
Kate Bradley (48:16):
Thank you so much, Dave. I hope you come for a ride
this way again, and I can meetyou.
Steve Brown (48:20):
Yeah, I want to.
We'll figure it out sincerely.
Alright, Kate, thanks so much. Iappreciate you. And that's a
wrap. Thanks for listening toanother fun episode of the ROI
online podcast. For more, besure to check out the show notes
(48:41):
of this episode. And feel freeto connect with me on LinkedIn
where we can chat and I can helpdirect you to the resources
you're searching for. To learnmore about how you can grow your
business better. Be sure to pickup your copy of my book, The
Golden toilet at surprise, thatgolden toilet.com I'm Steve
(49:01):
Brown, and we'll see you nextweek on another fun episode of
the ROI online podcast.
People to your point they hate writing and
social media is that four letterword right, like, but we all
have to do it. We're trapped, ina way, you know. But the funny
thing though, Steve is thatselling, as you know, has always
been social like since we firstsold the wheel, back back in the
way, way, way back day, right.
So that part's not new. Andmarketing, based on connection
(00:27):
is not new. It's just the toolsin front of us that are
evolving, right? And this is theone that's driving the ship
right now. It's social media,right? And it's really actually
not as hard as people think.
Steve Brown (00:42):
Hi, everybody.
Welcome to the ROI OnlinePodcast, where we believe you,
the courageous entrepreneurs ofour day, are the invisible
heroes of our economy. You notonly improve our world with your
ideas, your grit and yourpassion, but you make our world
better. I'm Steve Brown and thisis the place where we have great
(01:02):
conversations with winners justlike you while we laugh and
learn together.
Kate Chernis, Welcome to the ROIOnline Podcast.
Kate Bradley (01:22):
Hey there, Steve.
Thanks for having me.
Steve Brown (01:25):
You know, what do you get when you take a rock and
roll DJ for XM radio that has anaudience of like 20 million
people? Okay, and you mix herup, and you put her in this
position where she's doingsocial media for maybe Walmart,
or all these others, and she'sreally good at spreadsheets.
(01:49):
What do you get?
Kate Bradley (01:52):
You get Kately.
Right. That's a crazy mix,Katley from Lately Yeah, that's
the thing that, you know, I'm 47years old. And and, um, you
know, I like to be able to lookat my life and assemble the
pieces and hope hopefully,they've made sense so far,
right. And they're making moreand more sense, right? Like,
(02:16):
that line seemed like a zigzagfor a long time. But then it all
came together. And the fact thatI can use something, like being
a rock'n'roll DJ, in anotherpart of my life is kind of a
miracle. Of all things, right.
(02:36):
The same went to raise yourhands, everybody's listening, if
you were an English major, I wasto fiction writing major. And
back then they used to call it abit of a useless degree because
you could become an author. And,you know, that's a hard, hard
way to make a living. Or youcould become a teacher, which
people, sadly, don't respectthat profession or pay it very
(02:58):
well either. So they poopoo tous. But now look who's laughing
Steve, right. Because theinternet runs on writing,
doesn't it?
Steve Brown (03:07):
It does. It's it is the what I say is the gas that
goes into the engine of youronline platform. So here's what
we didn't do. Here's why we youneed to get to know Kate. She's
got a beautiful company. It'scalled lately.ai. Okay, now,
(03:28):
what does lately.ai do? Whatevery single person that's
listening to this knows theyneed to wander into this slimy
yucky swamp of social media.
Okay, it's this. It's the IRS ofcontent marketing. It's where
it's like the Facebook owner,the Twitter owner, the LinkedIn,
(03:52):
they're the Harvey Weinstein'sof tech. And why do I say this
because they steal our data andthey get rich. But then, as a
business, we need to meet ourconsumers our client somewhere,
but guess what lately doeslately helps you navigate that
swamp, safely and successfully?
Kate Bradley (04:18):
Thank you so much, you're hired. You're right, that
I mean, people, people to yourpoint, they hate writing and
social media is that four letterword, right, like, but we all
have to do it. We're trapped, ina way, you know. But the funny
thing though, Steve, is thatselling, as you know, has always
(04:40):
been social, like since we firstsold the wheel, back back in the
way, way, way back day, right.
So that part's not new. Andmarketing, based on connection
is not new. It's just the toolsin front of us that are
evolving, right and this is theone that's driving the ship
right now. It's social media,right? And it's really actually
not as hard as people think. ButI think people get, they get
(05:04):
bogged down because they don't.
They don't think themselves tobe very interesting. Which is
sad. Right? So they don't knowhow to find that message that
gives people the reason toconnect with them. Which is why
when we first started talkingtoday, before we push record, we
talked about where we are.
Right? Look what we did, like,right away, we knew each other.
(05:28):
I'm in the Hudson Valley, you'rein Texas, we talked about, you
rode your bike here. You know,you an amazing time you you
discovered that there's parts ofNew York that aren't disgusting,
like New York City. I'm sayingthat that's not your words. And
I talked about Texas, and youhad me dreaming about maybe
traveling for the first time intwo years. Right? And the
(05:48):
weather does the same thing.
When you ask where's theweather? It's not a boring
question. It's the mostintelligent question, because it
levels the playing field. And itgives people a reason to react
and connect. And it's notfluffy. This idea, this is not
about just loving people for thesake of loving and talking about
(06:10):
random things like cereal andweight gain or whatever. It's
literally finding the commonground to get to trust, because
trust is the thing that makes usbuy. Right?
Steve Brown (06:23):
Of that is true.
Okay. Here's what's happened inthis train wreck of whatever's
been going on in our world thispast year and a half, okay? Is
that if you didn't, if you're abusiness owner, and let me tell
you, entrepreneurs are what Icall the heroes of our invisible
heroes of our time, right?
(06:46):
Because I believe that here theyare risking everything their
future, their family's future,and they provide us services and
products and improve our lives.
And yet, they didn't sign up forthis day in the future that we
just learned where you had tostay home, you couldn't have
people come to your showroom,you couldn't meet them in in a
conference area and shake theirhands. And yet, you have to pay
(07:07):
the bills, you have employeesthat are depending upon you to
figure out how you're going tonavigate this new environment.
And so if they weren't convincedthey need to get their act
together online. I'm tellingyou, they're convinced now and
they're they're searching andgrasping. And that's why lately
is like a great thing that youshould know about.
Kate Bradley (07:30):
Thank you. It's true. Actually, the the demand
for social media platforms hasincreased, I want to say it was
from 16. Point 6 billion tothey're predicting 44 billion in
the next four years. Right.
COVID is driving that, ofcourse, also. But then, as well,
the demand for artificialintelligence in the content
(07:51):
creation sphere, specifically,which is what lately does,
around those social mediaplatforms, that's also gone up
from I think it was, I want tosay 2.2 million to 14 billion to
14 billion. And the reason is,is because the pressure now more
than ever is not only on abusiness to play in this in the
sphere, and to meet people wherethey already are. But for
(08:13):
individuals to be responsiblefor their own social media
connections and targeting,right, so people are having to
do things that areuncomfortable, I was just
talking to my friend who's anentrepreneur the other day, and
she's like, you know, I'm sogood at the cooking part of all
this. But this part, thefundraising part, the sales
(08:33):
part, it's terrible. And Iremember Steve, every musician I
ever met said the same thing tome. Right? They hated being
their own business leader. Andit's, I get that and it's
unfortunate a bit that that'sthe way it is now, but it is you
have to figure out a way to makeyour the cover of the magazine,
so you're selling the magazine,and and you're on the cover,
right? And it does come naturalto some people. And to others it
(08:56):
doesn't. But I find a lot ofpeople just need need kind of
the nudge, right. So for us theartificial intelligence is is Do
you mind? If I say it, I don'twant to be a commercial, but I
just described it. No, pleasedo. Okay, so so the way it works
lovely listener, is we studyyour social media channels, and
(09:17):
we're looking at what words andphrases and second structures
get you the highest engagementand we learn every day. And in
fact, we invite you to help uslearn so you can curate the AI
and kind of boss it around alittle bit, right? And then we
build a writing model based onthe words that will get you the
most engagement, clicks andshares. And anytime you feed us
(09:37):
long form content, like apodcast like this, or a chapter
of the book you just wrote orblog link or the interview that
you just gave, or audio evenlike so podcast, which is audio
will atomize it into all the oneliner snippets, where we find
that the writing model exists,you know, and in the case of
video clip clip up the videoquote at the same time, and give
(10:00):
you a whole bunch of a lot tochoose from. And the goal, as
Steve is, you know, is again,not to remove the human out of
the loop because we areessential here still, right. But
to take the headache away, soyou don't guess what to say?
Because that's guessing ispointless and hard. Like, that's
the you have the fear of theblank page, Steve. I do.
Steve Brown (10:21):
Yes, it's writer's block. I sit there, and I really
self doubt. I
Kate Bradley (10:27):
need to. Yeah, me too. You know what? So I have my
interns and my staff, I do thisthing. They, I don't know if
they hate it. I imagine I wouldhate it. But they all do it
graciously. Which is I'll askthem to write me an email, a
blog, whatever it is just juststart it for me. And then I go,
and I rip it all apart. Butbecause, and I make it how I
(10:49):
want it to be, but because theystarted it for me. Even if I
don't like it, it doesn'tmatter. They got me over like
the biggest hurdle, right? Yes.
Yeah. So you know, lately isdesigned to do that with with
social. And we use it so and Ijust want to to, to for anyone
who's rolling their eyes aboutsocial and whether it's
effective or not. So we don't doany paid ads, or any cold calls
(11:10):
are cold emails that lately weonly use our own organic
software and AI, which I you didby hand for Walmart back in the
day. And we have a 98% salesconversion, Steve. I'll say that
again. So people can lean in98%. Right,
Steve Brown (11:30):
when someone connects with you, and you have
a sales call. It's so compellingthat your close rate is 98%.
That's right. Yeah. I waswondering,
Kate Bradley (11:41):
you were one of them. And it's because the AI.
So how'd you hear about us? Dowe find you online?
Steve Brown (11:47):
i That's a great question. I don't know. But
here's what happened. And I'minterrupting your story. Oh,
please, no. But here's, so I runan agency. That's how crazy self
just just put run through aforest with your eyes closed and
get knocked down by anything yourun into, right? That's the kind
(12:12):
of guy I am I run an agency. Andwhat does that mean? It means
that we help our clientscommunicate better. So but
here's where this big trap hasbeen for us. Okay, let's assume
you have an employee that isengaged, and loves to write
social media that loves thisclient's product, and is
(12:33):
inspired every day to writesocial posts to help introduce
new people to to what that greatcompany does. Well, they're
humans. And over time, theircontent gets stale. If they get
interrupted, they may misspellsomething, they they may just
(12:54):
miss the boat, but they're justwinging it if for lack of a
better word. But when I ran intolately, oh, my gosh, the the
dots connected. Here's what AIdoes for AI is beautiful at
recognizing patterns, andpatterns of success and you so
(13:14):
great entrepreneurs recognizepatterns in and then they start
to align a product to tocapitalize on those patterns.
They recognize a behavior orinterest or whatever. And so
what does the AI do? It goes outand reads all these posts, and
then goes, Oh, these areperforming? Well, I can help you
write a great teaser line thatwill perform well, as opposed to
(13:37):
you having to make it up everytime you sit down. And and we're
going to read through this long.
So we're going to do we're doingthis to end video and audio,
right? Yes, I'm going to run itthrough that tool, it's going to
pull out the pithy parts, writea teaser, and here's the most
brilliant part, it's going toput a link and that link, we get
(14:00):
to pick where that link is goingto drop the person that bites on
that. That's the most importantpiece of all that you do that
link that brings them back toyour, your place to develop a
relationship. This is and nownow all of a sudden this one
(14:21):
person can be at their best, butthe tool is like helping him do
1530 posts from a piece ofcontent where realistic
expectations might be two orthree good posts from that
engaged individual.
Kate Bradley (14:37):
Yeah, the objective is what you're
touching on there, which isreally important. People
sometimes forget that.
Everything they write whetherit's a text, ask your husband to
take out the trash, or you're onSlack, trying to get a team
member to get a task done.
There's always the objective,right? And social media posts
also have an objective. There'sonly two in social, it's click
(14:58):
or share. Right there's The mainones. And so you the click is
obvious, like you want people togo somewhere and then take an
action. And they people don'tclick a lot because they don't
trust what's behind the link,interestingly enough, right? So
we're really working hard withthe AI to help you pull out that
(15:18):
context for you. And then to getyou the human to just make sure
it's clear on what's there. Andthen with the reshares, so I'm
just giving some pointers topeople, the reshares of the
things that are easier to getwhen you're a small business,
right? Because he reshares aboutego, Steve. So they make you
look good. They make you looksmart. Right? I always think of
(15:40):
it as like in college, whensomebody brought you a new
record, and then you shared it,and you look like the cool one,
right? Same idea. So you'relooking for those quotables that
somebody else will be like, Ohmy god, I totally feel that way
as well. Or this, this isrelevant to my business, or etc.
So that's what I'm thinking whenwe're writing. And that's how
(16:00):
I'm training our AI. One thingthat has come out of that. So we
surface these word clouds thatshow you the words people are
literally excited about andhashtag clouds as well. So an
old marketing rule of thumb wasto never make up a hashtag. But
guess what? It's wrong. Becausewe see like our on late Lee's
(16:26):
word clouds, like one of ourhighest performing hashtags is
hashtag peeing my pants. BecauseI wrote that when Gary Vee
shared something for me. So, butthat just goes to show you
right? Like you can saysomething that's pretty like a
statement, but then the hashtagalone can put the human in for
(16:46):
it, and contextualize it at thesame time. So it can either give
people a reason to reshare it,make them smile, perhaps, or
give them just a little moreinformation. So they know, when
they click that link, what'sgoing to be behind it.
Steve Brown (17:01):
Only. So you mentioned Gary Vee, when he saw
what your tool can do, he hadthe same reaction that I did.
Okay. But here's what's amazing.
I don't think a lot of people, Ithink they get hung up on
artificial intelligence. Andit's intimidating. It's scary.
But let me tell you, if you willnot think of it in that way.
(17:23):
Think about all yourcompetitors, they're going to
have the same reaction. And it'sall it is, here's how I
explained AI. You know, thosetimes you walk into a dark room,
alright. And when we especiallywhen we were younger, it's like
what could be in their monsteralligators, you know, you or you
(17:44):
bump into stuff and you untiluntil you finally find the light
switch, and you turn it on, andthen it's like, oh, it's just
furniture. It's just bad. That'sall this is a competitive
advantage. That removes a lot ofbarriers to producing what I
(18:04):
call prolific pithy posts.
Kate Bradley (18:12):
I love it.
Prolific, pithy posts.
Steve Brown (18:17):
That's all it is.
Why do we say that? Becausethese LinkedIn, Instagram,
Facebook, whatever else is outthere? What are they really
their search engines? Andthey're their introductions to
relationships, that most peopleare just like Gary Vee says,
marketers ruin everything. Okay,but this tool is like, cutting
(18:40):
through a bunch of them. I callit a swamp, and it's introducing
you is just you go to aconference, or a mixer or
something, why you want to meetpeople. That's all they are.
That's all they are.
Kate Bradley (18:56):
The same idea. It just gives you that leg up,
right? It takes the lets youknow the same way that LinkedIn,
you know, you Google peoplebeforehand. So it's not totally
cold, meetup, you have somethingto talk about, where you're
from, where you are, where youbeen, whatever it is, where
you've worked, college, thatkind of thing. And that's the
idea with artificialintelligence. For people who are
(19:17):
scared. Let me just really helpyou out here. So if if AI was a
human, on the scale of a life ofa human, it's about three months
old.
Steve Brown (19:26):
Yes. Yeah, right.
Kate Bradley (19:29):
Yeah. So once you know that it's just necessary a
big fan
Steve Brown (19:35):
of so Peter Thiel says really well in his book,
zero to one. Like, we're allexcited that Google Photos can
identify a picture of your dog.
But I can put pictures of peopleand my dog and whatever on the
floor and a little toddler comein and I go, give me all the
(19:57):
pictures of my dog. No problem.
Okay, well,
Unknown (20:03):
no problem.
Steve Brown (20:04):
So what's the big deal about this, it's there,
there are some, there are someconcerns in an industrial or
military application. But for abusiness owner who's trying to
pay the bills, trying to make itover all the hurdles that life
is throwing at us, this is abeautiful way to really optimize
(20:25):
and get efficient and, andexploit an opportunity that your
competitors are. Are therecrying in the shower about
having to wonder media, aren'tthey crying in the shower? It's
Kate Bradley (20:38):
true. Yeah, it's really the competitive advantage
is a big thing. And they're, youknow, they're saying, now that
and I'm not just saying this tosell my product, but they're
saying now that if you don'thave AI in your marketing stack
in some way, you can just closeup shop, because everybody does
now, right? You know, it's kindof like, cars have the have the
backup cameras, like, I stillturn around, I do because I want
(21:01):
my neck to be flexible. As faras like, as long as I can have
it that way. But you know, it'sit's just been, it's just
something that's just there nowjust part of it, it's become
part of the fabric of the thingsyou know, and what's amazing to
me, Steve, is that I don't Iknow, I mean, the next
generation of lately, we'reworking on releasing in about
(21:22):
two weeks. And it's amazing,maybe more amazing, actually. So
the AI is going to do littlemore to get you further along
the path. Because people readthis writing problems really
crucial, difficult thing. And,and they want more, you know,
which is amazing to me, I'mlike, oh my god, I just
basically, I think of it as Iwas just sharing this metaphor
(21:45):
the other day. So when BettyCrocker came out with a box cake
mix, it was all you just addedwater, everything was just
powder. And the housewives atthe time didn't feel as though
they had any human action here.
They didn't make the cake. Andso they took out the powdered
eggs so that we could add theeggs ourselves. And then
suddenly, we have baked a cake.
(22:07):
Okay. Right. So that's my job asan entrepreneur is to find out
what, what what is the rightcomponent, so I can get just the
eggs, you know,
Steve Brown (22:19):
only. Hey, I wanted to pause right here and tell you
about a book that you need toget today. It's the funniest
book on marketing. It's calledthe Golden toilet, stop flushing
your marketing budget into yourwebsite and build a system that
grows your business. And guesswho wrote it? That's right. I
(22:39):
wrote it. And I wrote it justfor you. Because I want to help
you get past the last hurdles ofsetting up your business and
getting it squared away. I wroteit so that you can avoid time
wasting time wasting money,wasting frustration, get the
book on Audible. You can get iton Kindle, you can get it on
(23:01):
Amazon, but get the book, takeadvantage of the insights in
there. And let me know what youthink. And now back to this
excellent episode. So tell us alittle bit about lately, as far
as you know, how many do youhave on your team? How long have
you been in business and who'slike this? Investor whips first
(23:25):
name starts with Gary and hislast name starts with V.
Kate Bradley (23:29):
Here is he's an advisor, actually. So he's not
an investor. But he's a reallynice man. And, and we've been
really grateful for his help,right? I mean, he's kind of the
poster boy of what we've beendoing. Although I didn't know
Gary, or I'd never heard of himwhen I did this for Walmart back
in 2000. What was it? 11 or 12?
I think. But I didn't I did meethim at South by Southwest once
(23:54):
the when Twitter was two yearsold. I remember that. But yeah,
my team is pretty small. We'reabout seven full time and six
part time and by part time,either interns or consultants
who help us. You know, you piecetogether what you can to make
the ship fly and you're alwaysbuilding the plane as it's
flying, right? Or the rocketship. And then you know, that we
(24:16):
haven't paid. I've been able topay them for a long time. So I
am right now, which is great.
But that's the part of the rockyroad that you talked about
before. Right? So there were twoyears where 90% of the team
wasn't paid. And then recently,there was about six months where
(24:37):
we were doing the same kind ofshuffle. And it's always this
new the roller coaster is acliche, but it's 100% True,
right. And obviously I'maddicted to it, Steve because
you know I keep I keep gettingup but they're a great crew and
we're we've always been adispersed team. So several
(24:58):
people in Canada, Denver Now acouple of dogs. We've got a few
people in Colorado and out NewYork, New Jersey. And that's
been we had a huge leg up whenCOVID started because, you know,
we do zoom. Well, we alwayshave. I mean, I talked to
nobody. 20 million nobody's in ablack box for a lot of my
(25:18):
career, right? And that, again,this is what an AI can't do.
Like I can reach through thisscreen and give you a hug we
already have basically, right.
And that's the scale. Who didyou work with? You work with
with Chris, bro on my team?
Steve Brown (25:33):
I beat him I
Kate Bradley (25:36):
press her, Lauren, or maybe Andy Plunkett?
Steve Brown (25:40):
Oh, it's been a little bit, but it's been a
Kate Bradley (25:42):
while. Yeah, well, whoever they were, I know they
were real nice to you. Becausewe don't have any salespeople. I
lately, everybody comes fromsomething else. And we saw my
head of customer service wasoutselling every sales gun I
ever hired, you know, guys withgreat resumes. And huge
networks, she would just killthem. Because she's just being
(26:05):
Lauren. She just being herselfjust being nice. You know, kind,
the golden rule. Right? That'sthe, it's I know, it's corny,
but there's nothing moreimportant. Do unto others sell
into others? Right?
Steve Brown (26:19):
Yeah. Yeah, that's a big deal. As I always say that
in sales. It's not aboutconvincing or persuading
someone, it's, if you're reallydoing it, as a human, you're,
you're figuring out whether thisis a best fit for them. And if
it's not have the courage to go,you know what, this is not? This
is not for you. I wouldrecommend you do this. Yeah,
(26:43):
it's just a long game.
Kate Bradley (26:46):
It's a long game.
Yeah, it sure is. I mean, we're,it's funny that you say that,
like, so. So I've raised $3.4million to date, Steve, and for
other entrepreneurs listeningwho might not know this for
woman, you only get 2% of allthe venture funding, so I have
to work 98% Harder. If you're aperson of color, that you're not
(27:08):
even on that scale, right? Soit's really difficult, and it's
very screwed up. You know,industry, but But as we've, you
know, been along this road, Imean, really amazing people like
you help, you know, andsometimes you're looking for the
(27:29):
help, and sometimes you're not.
And the best part is, is thelifting of the others up, right?
So people are lifting me up,you're doing this now I'm so
grateful. Right? I can't do thiswithout you literally, I cannot.
And I can't do it without myteam either, who are really
amazing people, but then it's myjob to to lift others up. So
like I try to, you know, it'shard for a lot of people
(27:55):
actually want want guidance orentrepreneurial consulting. And
I can't do that because I'mrunning this other business. But
like, once in a while, I sayyes. Or, you know, send other
entrepreneurs, I know your wayor other people's way or like
OD, can you recommend someoneelse to talk to, you know, this
kind of thing. But you you tryto pay the karma back where you
can, as best you can. And knowthat, like there's a there's
(28:18):
going to be a perpetual for me,I feel like there's a perpetual
debt there. Right, like, so thebigger lately gets, the more
obligation, I have to pay itback and to lift other people
up.
Steve Brown (28:32):
I love that about you. I when I was doing my
research on you, I was justimmediately I like her. Thank
you. I just like you as aperson. You You and I share. I
want the same thing for my team.
Right? Yeah, my team had to cutback as well. But what does that
mean is that we all cametogether and, and like had each
other's back through a toughtime.
Kate Bradley (28:53):
It's amazing. And in what a team I mean, I'm so
that's impressive that says somuch about you, Steve. Right,
that people are willing to dothat. And I don't think I don't
think people realize what a bigdeal that is. I undercut my own
leadership skills all the time,actually. I don't know it's just
sort of, maybe it's a womandefault, or I don't know or what
(29:14):
it is, but like it's, it's it isa miracle that when people come
together and they realize thevalue of what you're doing,
either brings them joy, or theywant you to win or who knows
what their reasons are really.
But that skill comes down towhat we've been talking about
already here, which is like thehuman part, the connection part,
this stuff that we're talkingabout how we how we are
(29:36):
prescribing externalcommunications is also the same
way. We lately practice internalcommunications. Right, you go,
you walk the talk inside now.
And I worked for XM, I workedfor IBM. I've worked for
corporate America before and Ihated it to the point of where
(29:58):
it incubate Ask Me Likeliterally, right? Like I have a,
I have a partial permanentdisability. Because the stress
was so high. And I wasn'tlistening to my body, which was
trying to tell me get out ofthis, you know. And so because I
don't want to repeat thatexperience anyone around me,
(30:19):
like, I'm always thinking aboutit now, I'm not super nice all
the time. In fact, most the timeI'm, I mean, I know thyself.
Like I have people like Laurenand Chris And Ankit. And, and,
you know, who actually just gothired somewhere else, which we
were like, Oh, amazing, go doyour thing. But in Bryan and
Jason and Greg, and Kristen,it's because they, they they,
(30:46):
through the yin to my Yang,right? They get to be the soft,
so I can be the hard, but theythey know my heart. They know
what I really mean. So I don'thave to cover it up. I don't
have to smiley face it up withthem. You know, I mean, so I can
I have to surround myself withthose people, Steve, who can
fill in the blanks that I it'snot my, my specialty spot,
right? And I think a lot about,look, I'm a wild horse, you
(31:12):
might have heard me say thisbefore, like, when you the
moment you tell me what to do,I'm like, bye. I'm out. And
sometimes it's totallyirrational. But that that is my
instinct, you know. And I, I'vetried to treat other people the
same way. Now that can be amistake as a leader, because a
lot of people need moreguidance, and they like more
control. But I haven't been ableto really employ them for very
(31:36):
long, I need to have otherpeople who just run on their own
and, and figure it out. So it's,it's it's a really interesting
mix that we have. And I and youshould probably do this too. I
don't sit back and take enoughpride in the culture I've
created. Because it's important,right work is its to do sleep.
Steve Brown (31:59):
It's the fuel of your organization. And it's an
invisible tax. That will it'slike the house, the house. The
gambling house has a bigger,right? You don't have culture?
Yeah. Bigger is taxing yourorganization and slowing it
(32:20):
down. And it's invisible. Andit's a stupid tax.
Kate Bradley (32:24):
Yes, yeah. It's, it's useless. And you can see,
you know, you go, you gosomewhere, and someone's unhappy
with their job because they'rejust pissing vinegar all over
you. And you feel bad for them.
Because, you know, I know whatit's like to feel stuck. I mean,
I do YouTube, right. And I justwant to shake them and be like,
just get out of this. You can doit.
Steve Brown (32:45):
But it took that from your dad,
Kate Bradley (32:47):
to Yeah, my dad, he, he, I was, I was crying all
the time, I was so unhappybecause my body hurts so bad.
And I was terrified, because Icouldn't. So I don't just so the
listeners know, I don't, I don'ttype with my hands. I type with
my voice. So the irony that Istill talk for a living is not
(33:07):
not wasted on me. So I I,because I've epicondylitis and
tendinitis through my fingersand elbows. And so I'm scared,
right? Because this is everybodytypes. There's nothing that you
can't, there's no job you can dowhere this is not a thing,
really. And I also was, I knew Ihad to leave radio. And that was
(33:30):
terrifying, because that waswhere my identity was wrapped
up. And I believe like the best,the best radio, I made it, I
made it to the show XM, youknow, 20 million listeners today
I was doing it. And my dad shookme by the shoulders lovingly,
and said, you can't work forpeople anymore. And there's no
shame. And that
Steve Brown (33:50):
was, that was a powerful comment.
Kate Bradley (33:54):
It was huge, because he hit on two things,
because he he opened my eyesthat that there was another way.
And I was like, Whoa, duckbecause my dad owns his own
business. And my mom owned herown business, right. And the
other thing that he hit on wasthe shame. Because I the reason
(34:14):
I was so upset and stressed isbecause I felt like I had I was
disappointing my male in thiscase, boss. And that shame was a
huge burden. And I know, I knowa lot of people, but especially
the women entrepreneurs that Iknow, we put it on ourselves
first, we think what have wedone wrong? It's first thing we
(34:36):
do, right? That's the default,and you run through all the
things that you've probably donewrong. Which is, you know,
that's like such a weird way toalways see yourself as the cause
of the thing. And then when Irealized it wasn't me, that was
like, it was that lift, youknow, and it wasn't easy to
(34:58):
Steve just going you know, thatwas a great option. Haha that my
dad gave me. But my I read aself help I was reading self
help books which I love becauseI, I mean, come on, they're just
terrible. So I read the secretand it was so bad and I was, you
know, I was a fiction writingmajor. So like, I feel like as
(35:19):
you know, I have a standard. Andthis was not it. But I plowed
through. And I remember, therewas some, some line in it that
just said, you know, what yousay is, is what you are
basically you're like, like,it's like you are what you eat,
you know, that sort of idea. Andeven today, I'll catch myself
(35:39):
but so so at that time, all Iwas saying was I hate my job,
I'm in pain. But you know,negative toxic, and I used to
smoke cigarettes, I was reallygood at smoking. So is this
like, toxic Pigpen cloud of justnegativity? And so I, I stopped
that. Because I really, Ithought about the moments in my
(36:01):
life where I felt really good.
And I was thinking aboutsoftball and hitting a line
drive and how I felt like amillion dollars then. And I was
like, you know, that's a reallygood feeling. I'm going to maybe
there's something to this. I'mgonna try it. It seemed
ridiculous, you know. And it washard because my friends at work,
we all took our smoke breakstogether. And we all complained
about how much we hated work. Ihad to stop doing that, you
(36:23):
know. And even today, like, I'vegot, I've gotten on my note,
I've got a bunch of sticky noteson my laptop right here. One
says, Are you sure? It's a greatquestion to ask yourself about
anything that you're thinkingabout? That's especially
negative? Are you sure that thatperson who was up your ass and
traffic today was really out toget you? Right? Are you sure?
(36:45):
Are you sure that your husbandreally didn't put the cap on the
toothpaste? Because he wanted topiss you off today? Right as
these questions, you know, andthe other one I have that I just
got from my meditation app thatI love, Sam Harris. He recently
said, the day will arriveanyway. There's no rush to get
(37:06):
to the next moment. It's goingto mean so that you don't have
you don't have control that it'sgoing to happen no matter what.
So all you can do is embracethis thing here. Now and it's
this is hard for me to do. Is ithard for you to do Steve?
Steve Brown (37:27):
To be here in a moment. And yeah, no, I, I get
it. I get energy from it.
Because think about it. Okay.
How often do you get to sit andtalk with someone, you're not
interrupted by a waitress or awaiter? You're not You're not
checking your text, your spouseis not wanting to be a part of
(37:49):
the commerce that you weregetting to talk like geeks.
Okay, we're getting we'regetting to talk about what it's
just, that's great. My dogshere, my mother is not asking
for me to better, right. We'rejust work. We're just in a room
getting to focus on thisconversation. And that's what I
love.
Kate Bradley (38:10):
Amazing. It's, I find it. It's my test, a test
that I have to constantly takepersonally. And like, for
example, we'll be driving youknow, as you mentioned, it's a
beautiful here, the MohawkMountain House is right over
there. We're, you know, we'reright in the thick of the shunga
mountains, it's fall andeverything like that. And so
(38:33):
most nights, around fiveo'clock, we both leave the
office, which is our here at thehouse. And we try to go for a
walk because why not? In COVID,you know, like, let's just get
out, it's going to be winter,and we're not going to go out so
much. And so I've been trying todo this, which is I'll try to
turn my phone off then rightbefore we go and leave at home
and now it's off for the night.
As opposed to on the way thereI'm doing Twitter and my last
(38:55):
check of the social for the day.
So like I'm missing the wholedrive. And then after we've had
a walk if I make my phone isstill on I'm like erasing the
whole effects of the walkbecause I'm back at work. So you
know how hard it is as anentrepreneur to turn your phone
off at like, five 530
Steve Brown (39:16):
Well, you pass if this is a test for you, your
your ace in it today.
Kate Bradley (39:23):
Thanks. No.
Steve Brown (39:27):
That conversation that you Dan had with you, you
know like there's no shame andyou you are not supposed to work
for someone. There is this thingthat I went through that too. I
did bad the shake me like that.
But there's think about why itwas so hard. We were trying to
be a good employee. We weretrying to do our best job but
(39:50):
there was something about thatenvironment that was not really
grasping our value and it feltwrong and that There's something
in that that wasn't healthy. Butthen we grow up thinking we need
someone's permission to go anddo this thing that's deeper and
what we're really mad about. Andso your dad was saying, Look,
(40:14):
you don't need permission. Youhave what it takes, it is going
to be messy. And, and Iguarantee Kate, I would bet that
it's been harder and morestressful. But at least you're
driving that. That caravan.
(40:34):
Those people that are followingyou, you're the one that's in
front, going through all that.
That journey. Yeah, I
Kate Bradley (40:41):
would never not not do this. Like, even though I
know, all the know, all that Iknow. I mean, I, we like to joke
and say, I get punched in theface every day. But that's how
it feels, you know, but you likeit somehow. Because to your
point, it's, it's the stress ofworking with holes is infinitely
worse. Which is weird, becauselike, there's safety and money,
(41:05):
you know, like getting apaycheck and knowing it's
coming. That's, that's, that canrelieve a lot of stress. But I
mean, it's not that I don'tstress out about money. But I
mean, if there's, you know,we've been down to the wire
multiple times. My level of mylevel of pain tolerance is just,
or that is higher than maybesomeone else's. Yeah.
Steve Brown (41:28):
So I want to pivot here. So if you're listening to
this on the podcast, be sure tolike a just do this for me.
Because Kate, I know you'reloving listening to Kate, just
hit a like or subscribe. Okay.
And same on YouTube. If you'vebeen watching this hidden hit do
it for Kate, not me. This I thisis awesome. I'm this is the best
(41:50):
part. Okay, I want to ask yousome questions, Kate. Okay. Not
that I haven't been. But it'slike, these are questions that a
lot of people ask, and I justwant to hear your answer,
because they want to know. Okay,so in your opinion, a robust
social media plan includes whichof the following.
Kate Bradley (42:16):
I'm gonna answer bizarrely. But the first thing
is the most robust, and I'm notsure I like that word so much.
But the most robust thing youcan do is one thing well, so
pick one thing, and do it well.
Right. So you don't have to doall the channels, email, social,
whatever it is just pick one andbe like, I'm going to master
this thing.
Steve Brown (42:39):
Boom. Yeah. So why is social media an important
part of inbound marketing?
Kate Bradley (42:52):
reasons it's because what it's, I feel like
it's like, you know, Oh, wouldyou jump over the bridge if all
your friends are jumping overthe bridge? So, first of all,
it's because it is whateveryone's doing. And it's where
you have to be where people are,right? I mean, if you know that
3000 People drive down thisparticular road every day. But
your sign out there. Right? Imean, be stupid not to. So
(43:14):
that's, that's, I think, the themost obvious. Most obvious
answer, yeah, it's not very sexyone, but you have to write?
Steve Brown (43:30):
Yeah. And then why is social media so attractive
for consumers?
Kate Bradley (43:37):
Well, because the people still think they can
measure marketing. And youcan't, by the way, that's the
point. You're laughing as youknow. Yeah, this is the big myth
about social media, is that nowlately certainly is trying to
measure the thing that nobodycan measure, which is the words
(43:58):
themselves, right. So the thingpeople are still most scared
about with marketing is becausethey don't get it. It's
mysterious there. And that'sthat human part we talked about
before the human makes it magic.
It's the Genesee quad the thingyou can put your finger on.
Right? And it will always bethat way. So you know, try not
to get too bunched up aboutthat. But you know, I always
(44:21):
think of this is tied in maybeto your last question a little
bit as well. There's an oldmarketing adage that says, if
you're not marketing, you'rewinking in the dark. Get it
Steve Brown (44:39):
nobody can see that's right. Yeah. Flirting
with them in the dark.
Kate Bradley (44:45):
Yeah. And you got to do it you know social you
mentioned this in the top issocial is part of SEO they're
they're just basically SEOengines now. All the all the
channels, Facebook or meta thatwhatever they're calling
themselves now which is thanksfor worrying a good word for me.
My You have to be there becauseyou want to be found, right? And
(45:07):
the tough thing is there, youknow, some people may in fact
try to find you. But if youbuild it, they will come does is
not true. You have to dohandsprings and magic tricks,
basically, to get people tonotice you.
Steve Brown (45:24):
You have to have, you have to have the experience,
and you need to be able tocommunicate, you know what
you're talking about, not justpost stuff regularly. Yeah.
Yeah. So I'm curious about, youmentioned it so that Facebook's
(45:47):
name is going to change. I thinkthat these social media
companies are realizing thatpeople are leaving those
platforms, they used to be theonly game in town. Yeah. Okay.
And, and so they they're allthese other platforms showing
up? What's the clubhouse, right,clubhouse, and rumble and all
(46:10):
these other things, does latelyhave a plan that includes those.
Kate Bradley (46:18):
So here's the secret, we're actually about to
release a product that doesn'tinclude a publishing platform.
We're lately attaches towhatever you already have. And
there's a lot of reasons we'redoing this. One of them is
because it'll get us much fasteradoptability. Because I don't
(46:41):
have to get you to switch fromwhat you already have number
one. And it'll, we believe thatit'll make us whether it's
integrating with HubSpot, whichhave already done HootSuite,
which is underway, working onAgora Pulse, you know, trying to
get buffers attention overthere, because they've, they've
paused integration. So I gottago yell at Joel and get him to
(47:04):
notice me. But the idea is tomake it make it a frictionless
experience, so that we're not incharge of figuring out how to
integrate with all these newplaces, right? Somebody else has
to do that. Who's way better atit than we are, frankly.
Steve Brown (47:21):
Right? So we've been listening. We're excited
about maybe learning about yourplatform, how should people
reach out, get set up, get afree test drive, whatever it is.
Kate Bradley (47:35):
I just love you, Steve, thank you for being so
kind to me today. We're at dubdub. dub.lately.ai. Just wave
high, it's no sweat. We're, welike to meet people as you know.
And if you if you don't want tobuy it, that's fine. At least
see it. I can guarantee you thatyour eyeballs will pop out of
your head a little bit.
Steve Brown (48:00):
Yeah, do it. 98% of the folks that the eyeballs pop
out, sign up. Yeah.
Kate Bradley (48:05):
All right. You might as well learn our tricks,
but you know, if nothing else,see how it works.
Steve Brown (48:11):
Kate Chernus you've been an awesome guest on the ROI
online podcast.
Kate Bradley (48:16):
Thank you so much, Dave. I hope you come for a ride
this way again, and I can meetyou.
Steve Brown (48:20):
Yeah, I want to.
We'll figure it out sincerely.
Alright, Kate, thanks so much. Iappreciate you. And that's a
wrap. Thanks for listening toanother fun episode of the ROI
online podcast. For more, besure to check out the show notes
(48:41):
of this episode. And feel freeto connect with me on LinkedIn
where we can chat and I can helpdirect you to the resources
you're searching for. To learnmore about how you can grow your
business better. Be sure to pickup your copy of my book, The
Golden toilet at surprise, thatgolden toilet.com I'm Steve
(49:01):
Brown, and we'll see you nextweek on another fun episode of
the ROI online podcast.
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