How to Build Digital Authority in the Age of AI

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[SPEAKER_01]: Have you ever seen when someone's about to have a conference or release a book?

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[SPEAKER_01]: And all of a sudden you see them all over the algorithms on social media and like where did this person come from?

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[SPEAKER_01]: What the heck?

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[SPEAKER_01]: And then, oh, they're on this podcast.

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[SPEAKER_01]: Now they're on this podcast.

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[SPEAKER_01]: Oh, now they're on this podcast.

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[SPEAKER_01]: It's like they go on tour.

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[SPEAKER_01]: And what they're doing is something called authority building.

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[SPEAKER_01]: And that's what we're going to talk about, but more specifically, we're going to talk about authority building to sell books.

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[SPEAKER_01]: All right here on The More Than Me Si podcast.

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[SPEAKER_01]: What is up everybody?

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[SPEAKER_01]: Welcome back to another episode of the more than meets the iPod cast where we talk about what's behind a person A practice or a product Especially when it comes to marketing.

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[SPEAKER_01]: I'm Jared Taylor I've got my coffee and I want to welcome you to JT visuals and that's spelled without the eye because there's more than meets the eye And when it comes to authority building especially if you're trying to sell a book if you're an author if you're

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[SPEAKER_01]: a coach, if you're a consultant, if you're trying to build your personal brand, whatever it is, this is the best podcast for you to consider listening to and take action from.

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[SPEAKER_01]: Because we're going to talk about some fundamental things from marketing that only a few people I believe are actually talking about this.

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[SPEAKER_01]: There could be a lot more out there, but from what I see,

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[SPEAKER_01]: I don't think a lot of people are talking about how search is, I don't want to sound black and white, but it's pretty close to being dead, like Google search.

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[SPEAKER_01]: So stay tuned.

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[SPEAKER_01]: We're going to talk through all of this and why in the heck do people go on tour to be on all these podcasts?

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[SPEAKER_01]: Do they actually get results from this?

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[SPEAKER_01]: Hey, sorry to interrupt, but Joe, you got something on your chest.

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[SPEAKER_00]: When I failed my first eight business, I chalked it up to a couple of things.

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[SPEAKER_00]: Number one, I was very proud and I didn't learn how to build a business, but the second thing I realized is I didn't go to school for this.

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[SPEAKER_01]: And it's fun to try to figure things out and explore, but then there comes a point where you're like, wait, hold on.

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[SPEAKER_01]: What are all the other successful business owners doing?

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[SPEAKER_00]: We've provided something for you if you feel the same exact way.

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[SPEAKER_00]: We've provided school SKWOL entrepreneur experience where you can actually have a free content and a community of people that are also in there that are entrepreneurs that love to give feedback and ask for feedback.

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[SPEAKER_00]: If you don't feel like you have the resources enough to help you become successful, join our school.

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[SPEAKER_00]: It starts for free.

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[SPEAKER_00]: So what do you waiting for?

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[SPEAKER_01]: Go to JTViguals.com slash school that's JTViguals without the eye and that's school with a kick.

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[SPEAKER_01]: Now back to the show.

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[SPEAKER_01]: And why in the heck do people go on tour to be on all these podcasts?

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[SPEAKER_01]: Do they actually get results from this?

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[SPEAKER_01]: and, you know, in short, too long didn't read, the answer is yes, they did.

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[SPEAKER_01]: So you write a book and you put it on Amazon so they can distribute it in full fillet.

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[SPEAKER_01]: We're not talking about some sort of agency thing from writing a book because, usually with that, they have their own methods and hopefully those methods are proven.

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[SPEAKER_01]: And if you are an agency that does all this stuff, then consider what I'm about to share as well.

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[SPEAKER_01]: Because of how AI has come into the picture,

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[SPEAKER_01]: search has changed.

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[SPEAKER_01]: Even now, even Google, it seems like they've shot themselves in the foot, but really it's because they had no other choice.

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[SPEAKER_01]: They went into AI as well.

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[SPEAKER_01]: When you search something, you don't just see 10 blue links anymore.

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[SPEAKER_01]: You see AI overview.

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[SPEAKER_01]: We started to learn when search first came out that it was all about SEO and ranking a certain way so that you would be the first one.

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[SPEAKER_01]: And then Google released ads.

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[SPEAKER_01]: And then we all learned that if you're the fourth, fifth, six, or seventh, one on the blue links, it's like you don't exist.

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[SPEAKER_01]: Maybe the third one, maybe the second one, but definitely the first was always the best.

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[SPEAKER_01]: And then they had Google ads and those ads you could do ad words.

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[SPEAKER_01]: And so when someone searches something, the ad comes up.

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[SPEAKER_01]: And it looks exactly like a blue link that they would search.

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[SPEAKER_01]: And so it was paid a win.

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[SPEAKER_01]: And that was cool.

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[SPEAKER_01]: And then they started putting like little ad mark on it.

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[SPEAKER_01]: And then we all got conditioned to learn to ignore those ones.

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[SPEAKER_01]: Or maybe you're still clicking those.

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[SPEAKER_01]: And that's fine.

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[SPEAKER_01]: It's cool.

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[SPEAKER_01]: That's what it's there for.

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[SPEAKER_01]: they just paid to win and get your attention versus the other people who might have actually worked really hard on something that of higher quality for you to click.

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[SPEAKER_01]: So sometimes I actually see better results when it's not in ad and it's the, you know, the third one down now because the first three are ads.

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[SPEAKER_01]: So Google made this platform where there's attention and then now they have revenue because people are paying for ads.

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[SPEAKER_01]: So now because of ChatGPT and everyone's starting to search stuff, since everything's like live and it can crawl the websites and everything now.

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[SPEAKER_01]: Versus when it first came out, I don't know if you remember when ChatGPT first came out, but it didn't have...

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[SPEAKER_01]: all the history up to date, it cut off at a certain date of what it knew, but you could still ask concepts and everything.

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[SPEAKER_01]: So now that it's live and up to date and anything on the internet, you can tell AI to go and insert something or you ask a question and it just comes up with the answers and an overview for the answer.

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[SPEAKER_01]: Google's like, oh yeah, we have to do this too.

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[SPEAKER_01]: So Jim and I is actually pretty good too.

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[SPEAKER_01]: But now something Google understands is that it's all

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[SPEAKER_01]: If your grandma can use AI without her realizing she's using AI, how can we implement it so that it's really easy, really effective, and serves people the best, and that's the product that's going to win.

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[SPEAKER_01]: And so they put it inside Google.com when you search.

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[SPEAKER_01]: Now there's an AI overview.

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[SPEAKER_01]: At first, this was wrong.

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[SPEAKER_01]: like a lot.

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[SPEAKER_01]: And so it was kind of bad.

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[SPEAKER_01]: But now it's actually generically good in they cite the sources where they came from.

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[SPEAKER_01]: The problem with this is now AI's doing the research for us.

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[SPEAKER_01]: So the intent on searching and the intent of a website really changes drastically.

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[SPEAKER_01]: And I'm saying all this because this came into the picture.

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[SPEAKER_01]: And now it matters even more to build your digital authority so that you're on various platforms, various blogs, Reddit, all the things so that when AI crawls it, it sees you as important.

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[SPEAKER_01]: So now when it gives those results, because of how search has changed, people are using chat to PT now, people are using Google, which does the AI overview anyways.

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[SPEAKER_01]: Now you got to market and share your message very differently, and it's pretty competitive now, as far as quantity goes.

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[SPEAKER_01]: So you can have something super high quality, but it's pretty competitive for quantity now.

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[SPEAKER_01]: And one side thing to point out is that on maps, it seems like it has not changed.

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[SPEAKER_01]: So there are still people like Google Business listings are very important, and that does help with your authority building because Gemini is biased to Google.

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[SPEAKER_01]: So they're going to feed you Google information if it has it.

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[SPEAKER_01]: And there are certain things that it likes, and I'm sure that there are some marketing gurus who are listening to this podcast, you know exactly what it is.

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[SPEAKER_01]: And that would be cool.

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[SPEAKER_01]: If you left a comment on what you know about this area, how to build your authority better just based on even minor tweaks that anybody can do on Google.

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[SPEAKER_01]: Sometimes they say it like it's super simple, and then actually it's not.

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[SPEAKER_01]: So let's see if there are ways that we can all help each other.

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[SPEAKER_01]: Maps are not Google AI, Gemini, Chagipiti, Maps, or anything like that.

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[SPEAKER_01]: So right now, if you search JT Visuals, it will come up with JT Visuals on Google Maps.

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[SPEAKER_01]: And then from there, you see the profile page.

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[SPEAKER_01]: And this still comes up on Google search as well.

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[SPEAKER_01]: When you're on Google.com, if you search JT Visuals, what's going to happen with the AI overview, and it could get something completely wrong.

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[SPEAKER_01]: And you can't control how it says something about you for the most part, but you can control the influence.

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[SPEAKER_01]: And at the same time, on there,

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[SPEAKER_01]: you see the maps on the other side.

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[SPEAKER_01]: So you need that Google business listing and you need some reviews.

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[SPEAKER_01]: There's reputation building.

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[SPEAKER_01]: That's very important.

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[SPEAKER_01]: Because AI, even CHPT, looks at reviews.

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[SPEAKER_01]: and good reviews, and it'll give an overall based on satisfaction for customers.

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[SPEAKER_01]: So if you're building your authority, make sure you are established in what people are looking for when they're buying your book, that you're established somewhere on Google Business Listings, and you have some reviews, even if it meant that you're...

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[SPEAKER_01]: publishing the listing of your book on Google as well.

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[SPEAKER_01]: Google Business profile is also like a social media tool.

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[SPEAKER_01]: So use that post on there with as many keywords and guidance as possible to help people and give them snippets of your book to help build your authority.

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[SPEAKER_01]: So when people look up those problems that your book solves,

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[SPEAKER_01]: they could potentially find you.

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[SPEAKER_01]: So all of this builds your authority when people see you everywhere, and there's more.

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[SPEAKER_01]: So the next section is really reputation as we continue with reviews.

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[SPEAKER_01]: The macro of that is reputation and definitely in-person reputation matters too, even locally.

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[SPEAKER_01]: So good things that people say about you.

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[SPEAKER_01]: what are those things?

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[SPEAKER_01]: And if you're selling a book, what are the good things that they say?

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[SPEAKER_01]: If there's events, if there's networking going on, those are good to have as well, all those in-person physical things show up, show yourself, if you show yourself physically, somewhere, and a bunch of groups, and you're running ads at the same time online,

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[SPEAKER_01]: that helps build your authority as well.

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[SPEAKER_01]: And then the vibe people get from you really matters when they see you, or hear from you, how did you make them feel?

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[SPEAKER_01]: That's the question you've got to ask.

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[SPEAKER_01]: How do you make people feel?

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[SPEAKER_01]: And then specifically about a book or even a YouTube page, why should they read or subscribe?

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[SPEAKER_01]: That question.

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[SPEAKER_01]: can help frame it in a better way.

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[SPEAKER_01]: That's thinking of the customer first.

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[SPEAKER_01]: And speaking of that, there is something that's deep within us as business owners, as creatives, as authors, whatever it is, we tend to like to gatekeep just so that people will buy.

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[SPEAKER_01]: But that is actually not the method that I've seen.

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[SPEAKER_01]: The method I've seen that works is actually what you wouldn't think.

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[SPEAKER_01]: And that is to give away the information.

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[SPEAKER_01]: There's so much information out there that other people are hogging the authority when they're answering the questions and not you.

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[SPEAKER_01]: So are you gonna let them take that or are you gonna answer it and be the guide?

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[SPEAKER_01]: Because if you're the expert guide, just to help someone through the thing

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[SPEAKER_01]: then they're going to trust you a lot more, because we're in a culture of where anybody can say anything on the internet, AI can write anything, AI can make something sound professional, but where's the trust and where's the true organic person behind it and the mission?

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[SPEAKER_01]: and where's the proof?

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[SPEAKER_01]: So trust building is huge these days.

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[SPEAKER_01]: We really got to get there, and we really got to make sure and provide all the trust that we can based on in-person and what people actually say about you, what are people posting about you, or what are people saying about your book, and what are people posting about your book.

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[SPEAKER_01]: And if they're not saying anything, then you might be on an early stage where you need to get people to say things.

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[SPEAKER_01]: You can control that a little bit by giving away the answers, do giveaways for books, go and give it to like three to ten people or whatever, just to start and be like, hey, I would love if you would read this and give me your honest thoughts and give me a review on Amazon.

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[SPEAKER_01]: As you build your book reviews on Amazon, that builds the authority and helps you become more discoverable.

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[SPEAKER_01]: And just to prove it to you, let me show you something that it's more about how you offer it and how you go about it.

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[SPEAKER_01]: So let me look up Alex for Mozi.

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[SPEAKER_01]: He sold so many books and it was the Guinness world record, okay?

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[SPEAKER_01]: For the fastest selling non-fiction book, any sold 2.9 plus million copies in 24 hours.

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[SPEAKER_01]: Wow.

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[SPEAKER_01]: Okay.

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[SPEAKER_01]: That's crazy.

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[SPEAKER_01]: And it was 82 million to 91 million dollars in book sales in the first 24 hour period and over 100 million in the 48 hour period.

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[SPEAKER_01]: He said a record and would you believe me if I said that not that much longer afterwards?

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[SPEAKER_01]: He released the audible version of his book on

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[SPEAKER_01]: He gave away all of the info that he just said a record for couldn't he make more?

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[SPEAKER_01]: Yeah, he could make more.

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[SPEAKER_01]: And he probably is making more.

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[SPEAKER_01]: So why did he do that?

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[SPEAKER_01]: I believe that he did it to train AI and build his authority as well as give away the information so that someone goes, oh, you know what?

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[SPEAKER_01]: I got to buy that book for someone else.

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[SPEAKER_01]: I got to buy that book here instead of thinking inwardly.

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[SPEAKER_01]: It's more about how can I take what I learned and I could buy it as a gift and give it to someone else.

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[SPEAKER_01]: And that was as offer in his launch party and live reveal and everything too.

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[SPEAKER_01]: So it's like, how you frame it and how you look at it, how you go about it, you can give away all the answers.

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[SPEAKER_01]: Larry, he gave away the whole book and still set a record.

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[SPEAKER_01]: Of course, it's Alex Ramozi and he built his authority.

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[SPEAKER_01]: He built his authority through social media, which that's what we're getting to next.

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[SPEAKER_01]: So you give away the answers, you build reputation, you make sure it's good, you test it in the market, do people actually like this?

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[SPEAKER_01]: Are they giving good reviews?

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[SPEAKER_01]: You need to get that criticism, and then rewrite in right revisions, don't be so caught up, but then you really start working on building your authority by discoverability online.

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[SPEAKER_01]: How do people find you?

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[SPEAKER_01]: and how does AI find you?

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[SPEAKER_01]: If you truly want to be discovered and have a successful business and brand or sell that book,

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[SPEAKER_01]: then you need a method for people to be able to find you.

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[SPEAKER_01]: It sounds so simple, but we all ignore it.

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[SPEAKER_01]: We all believe in marketing, and we all believe in that social media is good for our business, but then we don't do as much as we could.

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[SPEAKER_01]: And when AI has a lot to go from, it sees you as a higher authority, which means you're more likely to show up in search results from AI results.

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[SPEAKER_01]: and what that does is it filters the research and so then people are closer to buying but you can't measure it anymore now.

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[SPEAKER_01]: So that's the hard part.

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[SPEAKER_01]: As you can't measure how many people are searching this from chat to PT or even from maybe a little bit with Google, I'm sure they have something.

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[SPEAKER_01]: But even in Jim and I though you can't search

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[SPEAKER_01]: and find out how many people are searching this or this or this, but you could possibly track that, oh, they came from GPT or Gemini and that's all you would know.

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[SPEAKER_01]: So it's very interesting in the world we live in because of how search is just all messed up now.

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[SPEAKER_01]: and so you need to be on as many platforms as possible and social media becomes a really good way to build your authority for all of this.

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[SPEAKER_01]: So how do people find you?

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[SPEAKER_01]: How does AI find you?

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[SPEAKER_01]: And then when they find you, why should they buy?

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[SPEAKER_01]: why should they buy your book?

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[SPEAKER_01]: What kind of value did you give them?

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[SPEAKER_01]: And are you saying that you're being valuable and giving them value as a thought leader or as a thought contributor?

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[SPEAKER_01]: Are you talking down on people or are you sharing stories that truly drive emotion and move people?

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[SPEAKER_01]: Because there's a difference.

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[SPEAKER_01]: And I know I framed that question in a way that if you're talking down on people, it looks bad, but really what I'm saying is what's in it for them?

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[SPEAKER_01]: Speak their language.

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[SPEAKER_01]: I listen to some other podcasts before and they have a guest on there.

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[SPEAKER_01]: and then they're just asking, hey, so you wrote a book, what's your book about?

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[SPEAKER_01]: And you know, if somebody isn't famous enough or already built their authority, then they're not winning the seekers.

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[SPEAKER_01]: They're winning the people who already know who this person is to learn that she has a book, but it's not gonna be as entertaining or as valuable as if you talk about the story that led you into writing the book in the first place.

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[SPEAKER_01]: So you got to build that story and build that momentum in another great way to build on social media, especially if you're just getting started or don't have very big platforms with large following, then appear as a guest on all the local podcasts that you can and bring your book.

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[SPEAKER_01]: But when you go and you talk about your book, don't just be like, hey, I wrote a book.

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[SPEAKER_01]: I want you guys to buy it because it meant something to me.

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[SPEAKER_01]: That's very generic.

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[SPEAKER_01]: don't just say that, but there's a reason why you wrote that book and if you can go back to the story of why you wrote it or stories within the book.

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[SPEAKER_01]: and share just snippets in story form that will drive a motion and then at the end you talk about hey by the way all of this is in my book and it's very well written and I'm excited and you'd be supporting this and that you can frame it better so really if you do that and you appear as a guest on podcast just to sell your book or build your authority wherever you are because you want to look as the industry expert then make sure there's a connection first

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[SPEAKER_01]: The other thing is if you run ads towards these books.

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[SPEAKER_01]: which may come last, maybe you need to get some material first by getting people's reactions, their testimonials, and film that, and then also film UGC content, send people the book for free, and ask them if they would review it, and see if they'll give you a shout out, you never know, if the cost of your book equals the cost of promoting, then that's pretty good.

18:59.819 --> 19:00.561
[SPEAKER_01]: Look at it like that.

19:00.581 --> 19:01.743
[SPEAKER_01]: That's marketing dollars.

19:01.763 --> 19:05.071
[SPEAKER_01]: You're not losing $15 or however much it costs to print your book.

19:05.432 --> 19:17.018
[SPEAKER_01]: So when you have that user generated content, it means so much more because now someone else is speaking about it freely on their own terms and their honest review about it and you're going to see it as a really good review.

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[SPEAKER_01]: Some insights and then they reach out to their audience and then you can hit repost on Pretty much all the social media platforms allow you to share or repost or something So you can repost what they shared and it just looks so much more credible Because it's someone else saying something about someone else's work

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[SPEAKER_01]: versus you saying something about your own stuff.

19:39.621 --> 19:44.127
[SPEAKER_01]: And then that gets into more of the digital convert it to emails, you know, have you sent emails?

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[SPEAKER_01]: There's lots and lots of other things.

19:47.171 --> 20:04.993
[SPEAKER_01]: Get others to talk about it more or share in their emails and running the ads and running the ads long enough for you to actually figure out how much you got to put into it before you get a sale and what creative behind it gets the best sales.

20:05.817 --> 20:08.413
[SPEAKER_01]: So it's not just trying and adding boosting a post.

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[SPEAKER_01]: It is actually looking at it, figuring out.

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[SPEAKER_01]: on a podcast or on a shoutout or whatever it is that someone relates to the pain of something in your book, give them a taste of it, we're in a sampling world.

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[SPEAKER_01]: The last thing is the hardest thing.

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[SPEAKER_01]: To keep the authority, you want to maintain it and it also helps build it even more, kind of like blogs, so keep doing blogs.

20:35.416 --> 20:40.482
[SPEAKER_01]: If you start your own video podcast and then you bring on other people,

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[SPEAKER_01]: about their changes when they go through your book or your program or your guide or whatever it was that you made share that and it becomes an ongoing machine of testimonials to help continue building your authority and your credibility and your trust through that channel and

21:07.630 --> 21:12.457
[SPEAKER_01]: from there, you decide, okay, so I have an audience, now how do I keep an audience?

21:12.878 --> 21:32.288
[SPEAKER_01]: And you can keep an audience through building some sort of community of resources where they can contribute and they can throw in their thoughts and you can truly just help people at that point and then you keep them and you really, really, really want to keep the customers engaged long enough

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[SPEAKER_01]: So that when you release your second book they're already there and you don't have to try as hard to build.

21:37.459 --> 21:41.668
[SPEAKER_01]: So it's like if you run ads, people go away.

21:41.728 --> 21:44.133
[SPEAKER_01]: Yeah, maybe you have an email list, but that's an email.

21:44.213 --> 21:45.014
[SPEAKER_01]: Come on.

21:45.034 --> 21:48.582
[SPEAKER_01]: Email's 1% return on emails is pretty good.

21:49.043 --> 21:51.087
[SPEAKER_01]: You need to do something a lot more.

21:51.218 --> 21:59.412
[SPEAKER_01]: And if you do something a lot more and you keep their attention and keep giving value throughout the time, maybe it's one, maybe it's two years, maybe it's six months.

21:59.432 --> 22:07.104
[SPEAKER_01]: However long it is, in between your books, you get an idea and you write another book, which by the way you could do through video podcasting live.

22:07.485 --> 22:08.987
[SPEAKER_01]: You can write another book from transcripts.

22:09.288 --> 22:14.256
[SPEAKER_01]: But you keep doing that and you keep them engaged long enough so that when you release your second one.

22:14.236 --> 22:16.420
[SPEAKER_01]: they're already there and it's not just an email.

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[SPEAKER_01]: It is something that they're looking forward to and it's hands down a great opportunity and they really want to either support you or support what it's going to help them with based on how much you help them with the first book.

22:31.128 --> 22:43.074
[SPEAKER_01]: So this is a way to really snowball your credibility, specifically with a book, but you can apply this to a lot of other things, and there's a lot more to this for authority building.

22:43.375 --> 22:51.212
[SPEAKER_01]: There's a lot more gurus out there who are in the marketing space that understand what I'm saying and could help you even more detailed.

22:51.192 --> 23:14.702
[SPEAKER_01]: But if you are someone that does want to start guessing and trying to see if a podcast is right for you before committing long term and you're in the Kansas city area or you just simply need some content because you have something you want people to buy or you have something to offer or your business and you don't have an awareness channel.

23:14.682 --> 23:40.825
[SPEAKER_01]: then I would love to invite you to our guest experience what you can find with the link in the description of this episode and you can be on your way to snowballing your credibility and making a system that generates itself as you go and really becomes a whole other stream of income and a whole other way to help people and amplify you

23:40.805 --> 23:46.932
[SPEAKER_01]: your vision and amplify your reach to really, truly help people have more of a filling lives.

23:47.293 --> 23:49.476
[SPEAKER_01]: Instead of all this crap, that's all over the internet.

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[SPEAKER_01]: We need to flood it with all this goodness.

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[SPEAKER_01]: Alright, so thank you so much for listening to this episode.

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[SPEAKER_01]: I would love to hear your thoughts and your feedback.

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[SPEAKER_01]: What did you like?

24:00.068 --> 24:01.110
[SPEAKER_01]: What was your greatest takeaway?

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[SPEAKER_01]: What should we talk more about?

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[SPEAKER_01]: If you're interested in becoming a guest and having the guest experience, then go to the website with the link in the description and I will see you next time.

24:12.474 --> 24:13.117
[SPEAKER_01]: Keep on.

24:13.257 --> 24:13.900
[SPEAKER_01]: Keep it on.