AI for Small Business: Q4 Marketing Plan from a Business Coach

WEBVTT

00:00.131 --> 00:05.694
[SPEAKER_02]: If your marketing sounds like everybody else's, and so does your AI, that's the same problem.

00:06.195 --> 00:12.799
[SPEAKER_02]: Four times a year, my co-host Joe Caro runs growth club, a planning seminar for Kansas City business owners.

00:12.999 --> 00:26.347
[SPEAKER_02]: In this quarter, he brought in David Jackson from Techie, and Joe's helped over 150 businesses, and David spent over 11 years marketing to local businesses, two of them putting AI to work inside his own.

00:26.407 --> 00:31.311
[SPEAKER_02]: and then stay for what Joe's coach told him when he was in business about his own website.

00:31.472 --> 00:32.713
[SPEAKER_02]: It made him furious.

00:32.913 --> 00:36.656
[SPEAKER_02]: But then, it made him the most expensive guy in his industry.

00:36.756 --> 00:39.599
[SPEAKER_02]: So, let's get in the room, editor, do a transition.

00:49.433 --> 00:51.074
[SPEAKER_03]: I've only been a kid sitting about six years.

00:51.314 --> 00:53.876
[SPEAKER_03]: I do consider myself now a native because I love this place.

00:54.656 --> 00:57.318
[SPEAKER_03]: Somebody needs to convince my wife about that, but that's a different story.

00:58.899 --> 01:00.580
[SPEAKER_03]: I just really love entrepreneurship.

01:00.620 --> 01:03.682
[SPEAKER_03]: I love watching people want to learn more in their business.

01:04.362 --> 01:10.826
[SPEAKER_03]: I love people dedicated to growth, dedicated to freedom, and dedicated to do something just different than what we're taught.

01:11.526 --> 01:13.288
[SPEAKER_03]: Raise your hand if you're an entrepreneur in the room.

01:13.328 --> 01:13.768
[SPEAKER_03]: Raise your hand.

01:14.743 --> 01:29.417
[SPEAKER_03]: great great and for the few of you which we need them how many of you are here that are in charge of the crazy entrepreneur and you are there to make sure the outcome gets done because their minds are so crazy they want to go off on tangents every single second raise your hand.

01:30.072 --> 01:31.834
[SPEAKER_03]: Kira, that includes you.

01:32.315 --> 01:34.338
[SPEAKER_03]: That's, that's my manager about comes.

01:34.398 --> 01:38.363
[SPEAKER_03]: Kira makes sure that I only focus on the 10% of things that matter, right?

01:39.224 --> 01:43.269
[SPEAKER_03]: I love what Brad Sugar's my mentor said, and also Terry Pellie is one of my mentors back there.

01:43.970 --> 01:46.073
[SPEAKER_03]: He said, I want to be yours with the craziest people in the world.

01:46.774 --> 01:47.455
[SPEAKER_03]: Here's the reason why.

01:48.786 --> 02:00.281
[SPEAKER_03]: We are willing to work 80 hours a week or more for ourselves in order to avoid working 40 hours a week for somebody else and in most cases they're willing to pass more than what we could pay ourselves working 80 hours a week.

02:00.962 --> 02:01.643
[SPEAKER_03]: Can you relate to that?

02:02.972 --> 02:10.935
[SPEAKER_03]: As an entrepreneur, we have all the ideas, everything makes sense in our head, and then when we go out there and take actions, like, oh my gosh, this is different than when I thought.

02:11.535 --> 02:14.736
[SPEAKER_03]: So today I just want you to sit back relax, get involved.

02:14.776 --> 02:22.758
[SPEAKER_03]: Today is about making sure you're taking care of your business, arguably your number one client.

02:24.319 --> 02:25.019
[SPEAKER_03]: Let me say that again.

02:25.759 --> 02:29.981
[SPEAKER_03]: Your business should be treated as if it is your number one client.

02:31.240 --> 02:31.520
[SPEAKER_03]: Why?

02:31.540 --> 02:36.525
[SPEAKER_03]: It is the vehicle that can give you the financial freedom, the time freedom.

02:37.186 --> 02:42.111
[SPEAKER_03]: And if you work for an entrepreneur, if they do better, and you're there to help and get better, guess what happens to you?

02:42.671 --> 02:47.216
[SPEAKER_03]: You get better, because some of us that are working for the entrepreneur doesn't want to be the entrepreneur.

02:47.496 --> 02:51.800
[SPEAKER_03]: However, you have to get in the mindset of it sometimes to help them get to where they need to get to, right?

02:52.745 --> 02:56.708
[SPEAKER_03]: So today it's really about how to attract your ideal clients.

02:57.188 --> 03:02.072
[SPEAKER_03]: We're going to talk about branding, we're going to talk about marketing, and the buzzword AI.

03:02.993 --> 03:06.015
[SPEAKER_03]: But we're going to take a different approach of AI because I'm going to tell you something right now.

03:06.776 --> 03:08.677
[SPEAKER_03]: AI is not for most of you to master.

03:09.418 --> 03:12.060
[SPEAKER_03]: It's for you to understand how to leverage it in your business.

03:12.460 --> 03:14.302
[SPEAKER_03]: And David Jackson, can you raise your hand really quick?

03:14.862 --> 03:20.166
[SPEAKER_03]: And Jason Mansourly Quick, these are the AI experts that help you leverage it in your business.

03:20.466 --> 03:21.607
[SPEAKER_03]: And we're going to hear from them today.

03:23.323 --> 03:23.643
[SPEAKER_03]: Awesome.

03:23.883 --> 03:24.824
[SPEAKER_03]: Well, okay cool.

03:24.884 --> 03:25.344
[SPEAKER_03]: I'll take a clap.

03:25.384 --> 03:25.604
[SPEAKER_03]: Go ahead.

03:25.704 --> 03:26.004
[SPEAKER_03]: Go ahead.

03:26.024 --> 03:26.444
[SPEAKER_03]: Go ahead.

03:26.884 --> 03:27.244
[SPEAKER_03]: Awesome.

03:27.564 --> 03:27.804
[SPEAKER_03]: Love it.

03:28.104 --> 03:36.707
[SPEAKER_03]: Alright, so today the focus is going to be on how to attract the ideal clients that you want and how to build your quarter-four marketing machine, okay?

03:37.247 --> 03:45.389
[SPEAKER_03]: Most of us don't really understand branding and marketing, and hopefully today I can simplify things along with David Jackson on what it actually means to have a good brand.

03:45.929 --> 03:56.012
[SPEAKER_03]: an amazing marketing plan and how to utilize AI together to create this machine that brings in the clients you actually want to serve and that actually want to pay you.

03:56.832 --> 03:57.613
[SPEAKER_03]: What did that be awesome?

03:58.413 --> 04:04.115
[SPEAKER_03]: If you had clients you wanted to serve that paid you what you asked for and everything always went right for the most part.

04:04.155 --> 04:04.995
[SPEAKER_03]: What did that be amazing?

04:05.886 --> 04:06.967
[SPEAKER_03]: Well, you have to build that.

04:06.987 --> 04:07.787
[SPEAKER_03]: That's what today's going to be about.

04:08.107 --> 04:09.208
[SPEAKER_03]: We're going to take you on a journey today.

04:09.228 --> 04:10.809
[SPEAKER_03]: And let me explain how it's going to go.

04:10.849 --> 04:12.310
[SPEAKER_03]: This is positioning.

04:12.790 --> 04:16.433
[SPEAKER_03]: I want to really take time to position everybody's expectation.

04:16.973 --> 04:23.437
[SPEAKER_03]: Because whenever you come to a workshop or a seminar, sometimes we come in with what we think we're going to get out of it.

04:23.797 --> 04:25.758
[SPEAKER_03]: Let me help you understand what you're going to get out today.

04:26.479 --> 04:29.981
[SPEAKER_03]: So on a macro level, 30,000 foot view, we're here to learn.

04:30.001 --> 04:30.822
[SPEAKER_03]: Okay?

04:31.642 --> 04:35.604
[SPEAKER_03]: Workshops are about learning, but then encouraging you to implement and showing how to do that.

04:36.004 --> 04:42.586
[SPEAKER_03]: So, we're hoping that you get clear outcomes on what you're trying to accomplish in your business for quarter four.

04:44.167 --> 04:46.028
[SPEAKER_03]: We want to help you understand what needs to get done.

04:46.588 --> 04:49.029
[SPEAKER_03]: There's this 80-20 rule called the Predallide.

04:49.049 --> 04:50.129
[SPEAKER_03]: Anybody ever heard of that before?

04:50.289 --> 04:50.910
[SPEAKER_03]: Raise your hand if you heard

04:52.660 --> 04:54.480
[SPEAKER_03]: Okay, this is the way I explain it.

04:55.161 --> 05:07.563
[SPEAKER_03]: 80% of your outcomes that you want to get in your business are gonna come from 20% of focused effort on your part as the business owner or as the manager or as a person making sure the business owner does what they're supposed to do.

05:07.924 --> 05:09.264
[SPEAKER_03]: It's called working in your genius.

05:09.884 --> 05:16.105
[SPEAKER_03]: So I want to help you understand what you need to focus on this next quarter to get the ideal outcome for your business.

05:16.586 --> 05:21.327
[SPEAKER_03]: The real reason why we're here is to learn but equally to plan, right?

05:23.367 --> 05:26.908
[SPEAKER_03]: It's really weird, and really amazing, and I'm guilty of this.

05:27.089 --> 05:30.450
[SPEAKER_03]: A lot of entrepreneurs, we don't plan for our success.

05:30.570 --> 05:45.615
[SPEAKER_03]: We just kind of do it, we grind, we work a lot, and we look up, and we accept whatever result we have, and most of the time we get really lucky because we're making more revenue-wise than we would at a job if you're lucky.

05:46.461 --> 05:50.722
[SPEAKER_03]: But that doesn't mean anything unless we have time and profit to brag about.

05:51.082 --> 05:53.503
[SPEAKER_03]: There's this vanity metric called revenue.

05:54.523 --> 05:59.124
[SPEAKER_03]: I always say revenue is vanity, profit, and time is sanity.

05:59.705 --> 06:01.725
[SPEAKER_03]: So when it comes to planning, we have to know this.

06:02.045 --> 06:07.567
[SPEAKER_03]: Every hour invested in planning helps with three to four hours in execution.

06:08.127 --> 06:08.767
[SPEAKER_03]: So think about this.

06:08.827 --> 06:10.908
[SPEAKER_03]: We're here for about six hours today in total.

06:11.008 --> 06:12.068
[SPEAKER_03]: There's learning and planning.

06:12.728 --> 06:21.473
[SPEAKER_03]: So if we took the same statement and applied it to the six hours that you'd be here planning and learning, imagine how many hours I could save you in execution.

06:21.974 --> 06:30.599
[SPEAKER_03]: If you made planning a part of your everyday routine, like every morning, care and I have a problem we plan out for the day, one of the priorities, all that kind of stuff.

06:30.939 --> 06:32.720
[SPEAKER_03]: When we do that, we execute well.

06:32.760 --> 06:35.302
[SPEAKER_03]: When we don't do that, we react a lot.

06:35.822 --> 06:39.605
[SPEAKER_03]: So guys, make sure that you're prioritizing the time here to plan.

06:39.986 --> 06:43.509
[SPEAKER_03]: If your phone goes off and you don't need to take it, my encouragement is, don't take it.

06:43.589 --> 06:47.672
[SPEAKER_03]: Now, if you have to, you're all business owners, you all understand that you have to make some money.

06:48.013 --> 06:52.076
[SPEAKER_03]: But your number one client is sitting on the same chair that you're sitting on right now.

06:52.096 --> 06:53.778
[SPEAKER_03]: And that is you and your business.

06:54.653 --> 06:56.334
[SPEAKER_03]: Okay, here's some planning pitfalls.

06:56.594 --> 06:58.014
[SPEAKER_03]: We have people that are over planners.

06:58.394 --> 07:06.378
[SPEAKER_03]: These are people that just get excited about every single thing that they want to do, they put everything into their plan and they get burned out the first two weeks of trying to implement their plan, okay?

07:06.398 --> 07:12.420
[SPEAKER_03]: Well, I'll guessers, people that don't really care to look at their numbers and they just take wild guesses.

07:12.940 --> 07:14.301
[SPEAKER_03]: Let me give you a funny story about me.

07:15.243 --> 07:17.964
[SPEAKER_03]: The first year I was in business, that was super successful.

07:17.985 --> 07:19.785
[SPEAKER_03]: It made almost $200,000 in total revenue.

07:19.805 --> 07:21.226
[SPEAKER_03]: Okay, that was a lot.

07:21.266 --> 07:22.187
[SPEAKER_03]: I mean, I grew up broke.

07:22.247 --> 07:23.267
[SPEAKER_03]: I was born in the Philippines.

07:23.748 --> 07:25.969
[SPEAKER_03]: Came to United States in San Diego, lived in the ghetto.

07:25.989 --> 07:27.670
[SPEAKER_03]: It was just a better broke than the Philippines.

07:27.750 --> 07:29.291
[SPEAKER_03]: So to make $200,000 in revenue was amazing.

07:32.020 --> 07:33.502
[SPEAKER_03]: Okay, but I was like cool.

07:33.602 --> 07:36.625
[SPEAKER_03]: If I just doubled the amount of work, I'll make double and it was true.

07:36.665 --> 07:37.646
[SPEAKER_03]: I doubled the amount of work.

07:38.127 --> 07:42.912
[SPEAKER_03]: So I even did a habit of wildly guessing my success, which was all just keep doubling every single year.

07:43.733 --> 07:44.294
[SPEAKER_03]: Well, guess what?

07:44.614 --> 07:47.157
[SPEAKER_03]: When you're not a million, 2 million, 5 million, 10 million.

07:47.357 --> 07:49.339
[SPEAKER_03]: It is harder to double year after year.

07:49.479 --> 07:53.962
[SPEAKER_03]: There's so much that goes into making more money and having all that revenue.

07:54.442 --> 08:00.167
[SPEAKER_03]: So don't wildly guess your success, actually use metrics and measurements behind that.

08:00.607 --> 08:02.308
[SPEAKER_03]: And then we have the predictable control freaks.

08:02.668 --> 08:09.453
[SPEAKER_03]: People that want growth, but are too afraid of failing, they only push themselves enough to know they can reach that goal.

08:10.314 --> 08:10.855
[SPEAKER_03]: I say this,

08:12.007 --> 08:16.048
[SPEAKER_03]: I want your goals to excite you and scare the crap out of you at the same time.

08:16.529 --> 08:18.529
[SPEAKER_03]: That's how you know you're in a good spot.

08:18.869 --> 08:23.211
[SPEAKER_03]: When you're freaked out about your goals, but you're excited about the outcome, that's what I want you to be.

08:23.311 --> 08:25.071
[SPEAKER_03]: And then we'll start working backwards from there.

08:25.511 --> 08:26.212
[SPEAKER_03]: This is our approach.

08:26.732 --> 08:28.793
[SPEAKER_03]: It is important just to get clear on your outcomes.

08:29.233 --> 08:29.573
[SPEAKER_03]: That's it.

08:29.733 --> 08:32.334
[SPEAKER_03]: Just get clear on what you want to accomplish in quarter four.

08:32.934 --> 08:34.094
[SPEAKER_03]: Then we're going to rough a plan.

08:34.554 --> 08:38.696
[SPEAKER_03]: We're going to figure out the 20% that you need to focus on to get 80% of those results.

08:39.516 --> 08:42.297
[SPEAKER_03]: and don't try to perfect it at all.

08:42.497 --> 08:45.599
[SPEAKER_03]: I'll tell you why, your plan will change.

08:46.299 --> 08:48.700
[SPEAKER_03]: Your plan is there to guide you, but your plan will change.

08:48.801 --> 08:49.641
[SPEAKER_03]: Let me give you an example.

08:50.381 --> 08:52.762
[SPEAKER_03]: How many of you fly on airplanes or have ever taken the cruise before?

08:52.963 --> 08:54.423
[SPEAKER_03]: But an airplane has a destination.

08:54.483 --> 08:56.864
[SPEAKER_03]: You know you're going to go to a certain airport.

08:56.884 --> 08:58.745
[SPEAKER_03]: You're going to fly from one airport to the other.

08:59.426 --> 09:07.890
[SPEAKER_03]: But the pilots in the cockpit are looking at storms, turbulence, all that kind of stuff, and sometimes they course correct as they go, and that wasn't part of the original plan.

09:08.650 --> 09:18.778
[SPEAKER_03]: But in order to give you an experience without you freaking out or crashing or anything like that, they alter the plan as they go, but the outcome as a destination is always where you're going to end up.

09:18.898 --> 09:20.580
[SPEAKER_03]: And that's how I want you to look at your plan.

09:20.960 --> 09:25.884
[SPEAKER_03]: If you try to perfect it now, you will be discouraged when the plan has to change.

09:26.305 --> 09:28.206
[SPEAKER_03]: Our goal today, educate and not motivate.

09:28.626 --> 09:31.088
[SPEAKER_03]: I can motivate you guys already see that I love dad jokes.

09:31.529 --> 09:33.671
[SPEAKER_03]: They don't motivate all the time, but I can definitely motivate.

09:33.691 --> 09:34.351
[SPEAKER_03]: That's not for today.

09:34.371 --> 09:35.072
[SPEAKER_03]: We're going to educate.

09:35.512 --> 09:42.402
[SPEAKER_03]: I want to help everybody understand what a brand is and what marketing is, because a lot of times they build those things together and we think of the same thing.

09:43.263 --> 09:49.952
[SPEAKER_03]: Understand how to use AI in your business, not to master it, but to use it and help you become irresistible to your ideal clients.

09:50.453 --> 09:53.855
[SPEAKER_03]: There's going to be a lot of things that we talk about that you probably already know, you've already heard.

09:54.195 --> 09:57.977
[SPEAKER_03]: I guarantee you what I'm going to talk about today has been talked about for hundreds of years.

09:58.577 --> 10:00.078
[SPEAKER_03]: I did not make this stuff up.

10:00.658 --> 10:06.922
[SPEAKER_03]: So because most of you already know that you may be tempted to say these two words, I know.

10:07.462 --> 10:12.647
[SPEAKER_03]: Whenever you say, I know you've stopped a part of your brain from learning, from choosing to learn.

10:13.147 --> 10:20.954
[SPEAKER_03]: You might know these things, but you might need it to be re-awakened so that way can bring something new this season of life, this season in your business.

10:21.354 --> 10:23.096
[SPEAKER_03]: So this is what the rules are for today.

10:23.196 --> 10:29.742
[SPEAKER_03]: Stop saying, I know, even if it's in your head, because I can reach a mind that I can't, but still, I can see the ice squinting and all the micro expressions.

10:30.422 --> 10:32.825
[SPEAKER_03]: And I want you to replace it with, isn't that interesting?

10:33.727 --> 10:34.567
[SPEAKER_03]: Why is that important?

10:35.307 --> 10:39.348
[SPEAKER_03]: Because it allows you to learn and allows you to learn despite what you think you already know.

10:39.868 --> 10:46.190
[SPEAKER_03]: It's like watching a movie or reading a book over and over and over again and every time you do that, something new comes up.

10:46.550 --> 10:47.530
[SPEAKER_03]: I'm gonna ask you guys a question.

10:48.110 --> 10:50.831
[SPEAKER_03]: How many business strategies should a business actually have?

10:51.371 --> 10:53.712
[SPEAKER_03]: Everybody has a different idea of how many strategies you should have.

10:54.312 --> 10:59.193
[SPEAKER_03]: Here's the funny thing, most businesses only operate with two or three at most.

10:59.793 --> 11:01.333
[SPEAKER_03]: And a lot of times, especially today,

11:04.074 --> 11:07.576
[SPEAKER_03]: Facebook, Google, maybe some website, all that kind of stuff.

11:07.996 --> 11:13.319
[SPEAKER_03]: And I'm not saying it's bad, but every business should have about 10.

11:14.119 --> 11:14.820
[SPEAKER_03]: Why is that important?

11:15.820 --> 11:28.366
[SPEAKER_03]: Well, if a marketing strategy or a cluster of them are all in the same type of way you're getting like digital and web, if all that goes down at the algorithm is changing all of a sudden, where are the other leads coming from?

11:28.907 --> 11:29.847
[SPEAKER_03]: And that has happened before.

11:30.067 --> 11:31.388
[SPEAKER_03]: I've served so many clients.

11:31.848 --> 11:46.675
[SPEAKER_03]: where it's like the only focus on two or three ways of getting the leads and they're bringing in some amazing leads and then something shifts, something shifts on how people buy, something shifts on how digitally the algorithms work, and all of a sudden it is dry for a couple of months and now they're freaking out.

11:47.415 --> 11:52.757
[SPEAKER_03]: There needs to be multiple avenues where it leads, not just leads but qualified leads are coming in through.

11:53.137 --> 11:54.358
[SPEAKER_03]: So I argue that there's 10.

11:54.518 --> 11:55.779
[SPEAKER_03]: Here's what they want to come to some marketing.

11:56.079 --> 11:59.720
[SPEAKER_03]: Most business owners have this thing called Super Hero Itis.

12:00.000 --> 12:00.841
[SPEAKER_03]: Anybody know what that is?

12:02.365 --> 12:03.908
[SPEAKER_03]: They need to be the superhero of the business.

12:04.269 --> 12:09.540
[SPEAKER_03]: So what it comes to branding and marketing, the business owner thinks that they need to be the expert in branding and marketing.

12:10.853 --> 12:18.536
[SPEAKER_03]: When it comes to utilizing AI in your business to leverage, most business owners think that they have to master AI to be able to put that in their business.

12:19.156 --> 12:32.662
[SPEAKER_03]: What happens is the business owner, in most cases are still the technicians and the managers and the leaders, and now they're trying to become the hero in an area that they don't need to be hero in, they become a major bottleneck in their business.

12:33.382 --> 12:34.403
[SPEAKER_03]: And you guys know what a bottleneck is?

12:35.888 --> 12:58.139
[SPEAKER_03]: A small part of the bottle and everything has to filter through and they are the bottleneck and if the business owner is doing five or six other things in the business That bottleneck gets smaller and smaller and smaller right trying to master AI will also lead to burnout How many of you guys have gotten to the thing where you're on cloud or chat and you're there for hours upon hours creating a dashboard and trying to learn it and then you look up and you're like

12:59.622 --> 13:00.843
[SPEAKER_03]: There's still a whole bunch to learn.

13:01.183 --> 13:03.044
[SPEAKER_03]: And I'm excited and overwhelmed at the same time.

13:03.124 --> 13:04.825
[SPEAKER_03]: And oh crap, I gotta serve that customer.

13:04.925 --> 13:06.166
[SPEAKER_03]: Oh crap, I gotta invoice that.

13:06.226 --> 13:08.187
[SPEAKER_03]: Oh crap, I gotta collect some money.

13:08.667 --> 13:09.428
[SPEAKER_03]: Or I gotta do some work.

13:09.648 --> 13:11.469
[SPEAKER_03]: Anybody besides me, got into that?

13:11.589 --> 13:11.969
[SPEAKER_03]: Okay, cool.

13:12.990 --> 13:13.270
[SPEAKER_03]: A.I.

13:13.310 --> 13:19.394
[SPEAKER_03]: is amazing, but because it's so new and it keeps changing, it will burn you out if that's where you place all of your focus.

13:19.714 --> 13:21.235
[SPEAKER_03]: And it's already happening.

13:21.295 --> 13:23.476
[SPEAKER_03]: I've watched many of my clients go to that.

13:23.556 --> 13:24.617
[SPEAKER_03]: And I myself,

13:25.477 --> 13:26.338
[SPEAKER_03]: guilty as charged.

13:26.838 --> 13:27.279
[SPEAKER_03]: I've done it.

13:27.619 --> 13:29.581
[SPEAKER_03]: Marketing AI burnout is actually a thing.

13:29.601 --> 13:35.205
[SPEAKER_03]: We talk a lot about business burnout as a business owner as a whole where there's just everything falls to you.

13:35.866 --> 13:44.594
[SPEAKER_03]: Marketing, branding, and AI can actually burn people out quickly because it constantly shifts and most of time it's something we just don't understand.

13:45.274 --> 13:47.696
[SPEAKER_03]: So there's two ways to go about everything in your business.

13:48.136 --> 13:58.485
[SPEAKER_03]: When you know these things, when you feel burnt out, when you're feeling defeated, or when things are going really good, you can go two ways, you'd be powerful about your situation, or you could be powerless about your situation.

13:59.298 --> 14:04.741
[SPEAKER_03]: Okay, if you're powerful about your situation, you take ownership, accountability, and responsibly for everything.

14:04.861 --> 14:08.704
[SPEAKER_03]: I don't care what it is, whether it's your fault or not, it's still your problem and guess what?

14:08.904 --> 14:10.285
[SPEAKER_03]: Nobody's coming to save you.

14:10.725 --> 14:13.647
[SPEAKER_03]: You're a business owner, but you could also be powerless about it.

14:13.987 --> 14:15.167
[SPEAKER_03]: Were you blaming everything?

14:15.348 --> 14:18.950
[SPEAKER_03]: You're making excuses and you were in constant denial about your situation.

14:19.530 --> 14:20.431
[SPEAKER_03]: I also see that a lot.

14:20.771 --> 14:26.235
[SPEAKER_03]: How many of you have always had just heard people always make these excuses why they're slow because of the economy?

14:26.315 --> 14:31.219
[SPEAKER_03]: How many of you, just be honest, have used that excuse to justify why you're not doing it so well.

14:31.759 --> 14:38.684
[SPEAKER_03]: The economy is the easiest thing to make excuses about, it's the easiest thing to be in denial about, it's the easiest thing to blame, but I'm going to tell you something.

14:39.205 --> 14:41.086
[SPEAKER_03]: That excuse has been used for hundreds of years.

14:41.647 --> 14:45.570
[SPEAKER_03]: I don't care if it's a Republican or a Democrat or an office, the economy will always be bad to somebody.

14:46.501 --> 14:50.543
[SPEAKER_03]: I don't care if there's a war or a piece, the economy will always be bad to somebody.

14:51.304 --> 15:02.289
[SPEAKER_03]: When you take ownership of everything you decide to do, an accountability responsibility things will shift, and I guarantee you in a good and bad economy there is a lot of money to be made.

15:02.930 --> 15:05.211
[SPEAKER_03]: You have to shift your attitude.

15:05.531 --> 15:08.813
[SPEAKER_03]: Going back to Brennan marketing, now that we know how to be powerful and powerless,

15:09.693 --> 15:12.015
[SPEAKER_03]: You got to know the difference between a brand and a marketing strategy.

15:12.475 --> 15:15.577
[SPEAKER_03]: A brand is how people trust you from the outside looking in.

15:16.118 --> 15:23.243
[SPEAKER_03]: It's what they could see, but not just what they could physically see, what they know they're going to get based off of how well your name is trusted.

15:23.603 --> 15:28.767
[SPEAKER_03]: So a brand has so many different ways to be strengthened in, not just how they see it on Instagram.

15:28.787 --> 15:29.787
[SPEAKER_03]: That's one way of doing it.

15:29.827 --> 15:35.952
[SPEAKER_03]: Visual is awesome, but your brand is how you build trust with your ideal clients.

15:36.879 --> 15:44.902
[SPEAKER_03]: A marketing strategy is once you get a strong brand, you find your messaging and you send it to the right people, it's the message that your brand gives to the right people.

15:45.362 --> 15:50.184
[SPEAKER_03]: You have to know how to do that, then you have to get people in your corner to help you fulfill that.

15:50.704 --> 15:52.245
[SPEAKER_03]: Both have to be used together by the way.

15:53.125 --> 15:57.407
[SPEAKER_03]: If you want an amazing marketing structure strategy, don't you have to have a strong brand?

15:58.312 --> 16:02.854
[SPEAKER_03]: Because you're marketing will only send the message out that that's either trustworthy or not.

16:02.914 --> 16:03.454
[SPEAKER_03]: It doesn't care.

16:03.474 --> 16:04.174
[SPEAKER_03]: It's just gonna go out.

16:04.815 --> 16:07.135
[SPEAKER_03]: And if people trust you or not, they're just gonna see what they see.

16:08.016 --> 16:13.298
[SPEAKER_03]: So you're branded and you're marketing strategy have to work very, very well together.

16:13.738 --> 16:17.460
[SPEAKER_03]: Now, when it comes to AI, here's the approach that I want you guys to all think about today.

16:18.840 --> 16:23.822
[SPEAKER_03]: Understanding how to use AI in your business versus how do I master AI?

16:24.522 --> 16:25.703
[SPEAKER_03]: AI is a powerful tool.

16:26.735 --> 16:36.219
[SPEAKER_03]: And if you understand how to leverage that into your business and get your results that you want or faster, that's when you're leveraging AI.

16:36.539 --> 16:40.061
[SPEAKER_03]: And you're not having a master making a dashboard, a master understanding it.

16:40.421 --> 16:42.542
[SPEAKER_03]: There are people out there that have that skill.

16:42.942 --> 16:52.766
[SPEAKER_03]: If you're a business owner and you're in home service, if you do anything other than technology, you might want to learn how to leverage your AI to do things like this.

16:54.205 --> 17:06.199
[SPEAKER_03]: go to your emails and find all the people that you have forgotten to talk to and give it a list and be like, oh yeah, then maybe make it automate things for you and talk to your ideal clients that way.

17:06.499 --> 17:11.245
[SPEAKER_03]: That is leveraging AI versus having to master it and take it from one thing to the other.

17:11.465 --> 17:12.126
[SPEAKER_03]: Here's the question.

17:13.207 --> 17:15.589
[SPEAKER_03]: Who is your ideal client?

17:16.030 --> 17:17.331
[SPEAKER_03]: Who is your ideal client?

17:17.351 --> 17:18.532
[SPEAKER_03]: You have to build your avatar.

17:18.572 --> 17:19.452
[SPEAKER_03]: We've always heard that.

17:19.493 --> 17:25.618
[SPEAKER_03]: But avatar just basically means the picture of how you know how to describe and articulate your ideal client.

17:26.258 --> 17:31.463
[SPEAKER_03]: How many of you have taken time to articulate how your ideal client looks?

17:33.050 --> 17:38.775
[SPEAKER_03]: Axe reacts to when I had an air duct cleaning company in San Diego before we sold it.

17:39.496 --> 17:46.142
[SPEAKER_03]: One of my coach, Carrie Kaufman, challenged me on this and it was funny because my website basically gave discounts to everybody.

17:46.182 --> 17:48.684
[SPEAKER_03]: We're like if you are a teacher, we're going to give you 10% of time.

17:48.744 --> 17:51.066
[SPEAKER_03]: If you're a single mom, 10% discount, if you're this.

17:51.807 --> 17:56.748
[SPEAKER_03]: She said the rudest thing to me and pissed me off, but it was the best thing she could have done.

17:56.768 --> 18:03.050
[SPEAKER_03]: She said, Joe, you're with your website implies that anybody who breathes gets a discount from you.

18:03.490 --> 18:05.130
[SPEAKER_03]: I'm like, screw that.

18:05.471 --> 18:08.551
[SPEAKER_03]: No it does it, and then I looked at us like, actually it does, right?

18:08.731 --> 18:10.612
[SPEAKER_03]: We decided that our ideal client was everybody.

18:11.292 --> 18:18.574
[SPEAKER_03]: Anybody who's in homeowner that has air ducts, you know what we ran into, we ran into renters who didn't ask their homeowners for permission to do what we did and we forgot.

18:19.194 --> 18:22.735
[SPEAKER_03]: They forgot that they didn't have money to pay for our services and they told us to talk to the owner.

18:23.075 --> 18:26.536
[SPEAKER_03]: But like, yep, scratch that renters are not our ideal clients, right?

18:26.876 --> 18:34.419
[SPEAKER_03]: And as we narrowed our focus, we realized the best clients that we worked with were checked this out, white females between the ages of 35 and 55.

18:36.199 --> 18:41.543
[SPEAKER_03]: that have husbands that make a minimum of $200,000 a year, they're probably executive level or upper management.

18:41.603 --> 18:46.587
[SPEAKER_03]: They live in certain area codes of San Diego, and they have an average of two kids.

18:47.108 --> 18:58.556
[SPEAKER_03]: We also like working with those females that want us to put shoe covers on our feet and put plastic over their couches and run ways throughout the hallways because we wanted to serve with excellence.

18:58.596 --> 19:02.860
[SPEAKER_03]: So people that have valued that saw what we did and wanted to pay us a premium.

19:04.443 --> 19:07.845
[SPEAKER_03]: When we figured that out, we became the most expensive Eric things of San Diego.

19:08.245 --> 19:11.287
[SPEAKER_03]: We threw everything in there, we were just like, hey, we have one package that includes everything.

19:11.307 --> 19:21.293
[SPEAKER_03]: If you want to buy it, we had two months of people waiting for us to service them because of that brand that we created once we identified who our ideal client was.

19:22.254 --> 19:28.958
[SPEAKER_03]: The reason why you need to know your ideal client is because you have to build a trust-worthy brand around what that client wants to see.

19:29.759 --> 19:32.500
[SPEAKER_03]: Trust is built when you know who you're trying to serve.

19:34.348 --> 19:45.551
[SPEAKER_03]: And then when you start building trust with those people by putting out things, and articulating who they are and creating your craft around what they want, trust now becomes built, and your brand becomes trustworthy.

19:46.912 --> 19:47.972
[SPEAKER_03]: Is your brand trustworthy?

19:48.512 --> 19:49.552
[SPEAKER_03]: What is your brand promise?

19:50.513 --> 19:54.254
[SPEAKER_03]: Your brand, what does it tell people that they're gonna get without having to say it?

19:55.614 --> 19:56.895
[SPEAKER_03]: What is that brand promise?

19:57.495 --> 20:01.196
[SPEAKER_03]: Now your marketing is the message is going to the right places.

20:02.238 --> 20:07.921
[SPEAKER_03]: If you know who your ideal client is, where do they actually care to see your message?

20:08.641 --> 20:13.423
[SPEAKER_03]: We found out that our demographic of people were on Facebook Instagram and YouTube.

20:14.044 --> 20:16.165
[SPEAKER_03]: So guess where you place a lot of our digital ads.

20:17.065 --> 20:18.566
[SPEAKER_03]: Facebook, Instagram and YouTube.

20:19.026 --> 20:19.486
[SPEAKER_03]: And Google.

20:19.927 --> 20:20.107
[SPEAKER_03]: Right?

20:20.407 --> 20:21.747
[SPEAKER_03]: And that's probably even shifting now, too.

20:22.048 --> 20:24.249
[SPEAKER_03]: But that was like 15 years ago, 10, 15 years ago.

20:25.064 --> 20:25.645
[SPEAKER_03]: Here's something.

20:26.086 --> 20:27.628
[SPEAKER_03]: Now we're going to go away from digital.

20:27.888 --> 20:33.096
[SPEAKER_03]: How many strategic partners are constantly referring you business?

20:34.578 --> 20:36.080
[SPEAKER_03]: Sometimes you're ideal client.

20:37.107 --> 20:46.671
[SPEAKER_03]: could be a few and one of them should be who are ideal referral partners that I want to build relationships with that could use my clients and I could use their clients.

20:47.011 --> 20:50.933
[SPEAKER_03]: And we continuously strategically refer one another work.

20:51.373 --> 20:54.074
[SPEAKER_03]: Looking back, it's like driving to a destination.

20:54.094 --> 20:58.816
[SPEAKER_03]: Sometimes you have to look in the back mirror and make sure that you're actually moving forward and that you've made some ground.

20:59.416 --> 21:01.617
[SPEAKER_03]: I want you to look back at quarter three and say,

21:02.257 --> 21:04.337
[SPEAKER_03]: What were some moments of pride that I had?

21:04.817 --> 21:06.938
[SPEAKER_03]: What are some wins that I want to brag about?

21:07.238 --> 21:08.798
[SPEAKER_03]: And why did that happen?

21:09.498 --> 21:11.619
[SPEAKER_03]: I challenge you to do about three or five bullet points.

21:11.939 --> 21:13.999
[SPEAKER_03]: What are some wins that I really want to brag about?

21:14.479 --> 21:16.740
[SPEAKER_03]: And why did that happen?

21:16.900 --> 21:18.700
[SPEAKER_03]: And this is the looking forward part.

21:18.780 --> 21:26.902
[SPEAKER_03]: I love this part because now that we look back at this quarter, and we can identify the wins and why we did that, we could also identify the lessons.

21:27.062 --> 21:28.562
[SPEAKER_03]: Now I want you to look forward to quarter four.

21:28.922 --> 21:32.225
[SPEAKER_03]: ask you to look for another year or two or three, just next quarter.

21:32.465 --> 21:35.789
[SPEAKER_03]: The first part, what results will you be proud of at the end of that quarter?

21:36.269 --> 21:38.091
[SPEAKER_03]: This has to be a measured outcome though.

21:38.631 --> 21:43.135
[SPEAKER_03]: It can't just be, I will love to do a lot of money in sales, right?

21:43.516 --> 21:46.278
[SPEAKER_03]: That's not measured, if not even specific, okay?

21:46.759 --> 21:51.063
[SPEAKER_03]: But what outcome would you be super proud to have accomplished in quarter four?

21:51.804 --> 21:52.744
[SPEAKER_03]: Think about things like,

21:53.610 --> 21:58.794
[SPEAKER_03]: a marketing plan if you don't have one that's actually working and getting used 50% more qualified leads, right?

21:58.814 --> 21:59.455
[SPEAKER_03]: That's measured.

22:00.255 --> 22:06.941
[SPEAKER_03]: So I want you to think like that, what outcome would you like to accomplish at the end of Q4 that you'd be super proud of?

22:07.481 --> 22:09.143
[SPEAKER_03]: Think about an outcome that you'd party about.

22:09.503 --> 22:12.085
[SPEAKER_03]: What do you actually have to do to accomplish that, right?

22:12.265 --> 22:15.968
[SPEAKER_03]: An outcome could only master if we measure a KPI is behind that.

22:16.388 --> 22:16.569
[SPEAKER_03]: So,

22:17.349 --> 22:24.291
[SPEAKER_03]: if you have described the outcome that you would like to have at the end of the quarter four, what do you need to accomplish to achieve that result?

22:24.451 --> 22:31.434
[SPEAKER_03]: Now think of things like this, sales, marketing, team, systems, finances, etc.

22:31.834 --> 22:34.095
[SPEAKER_03]: What needs to happen strategically,

22:35.184 --> 22:40.947
[SPEAKER_03]: to be able to achieve the outcome you're looking to get by the end of quarter four.

22:41.287 --> 22:53.574
[SPEAKER_03]: Sometimes the desired outcome that you're looking for requires you as a business owner, if you have the systems and teams in place, to now lead those teams to follow the system, so you can get off the truck, retire boots, which I did, and actually lead the outcome.

22:53.694 --> 22:56.256
[SPEAKER_03]: Do the things that you're actually genius about, right?

22:56.716 --> 23:02.119
[SPEAKER_03]: Lots of barriers are there for your growth, and most of the time the barrier comes with you as the business owner.

23:02.319 --> 23:06.440
[SPEAKER_03]: No, a brat you just told me, Joe, you can only grow to the level of ignorance that you have.

23:07.900 --> 23:12.101
[SPEAKER_03]: And because I'm somebody who gets offended easily, I do not like how you use the word ignorance, but it made sense.

23:12.582 --> 23:14.602
[SPEAKER_03]: I'm ignorant about a lot of things.

23:14.802 --> 23:17.403
[SPEAKER_03]: There's this amazing book called The E-Mith revisited.

23:17.423 --> 23:18.403
[SPEAKER_03]: Anybody read that book before?

23:18.423 --> 23:19.383
[SPEAKER_03]: Right?

23:19.923 --> 23:24.204
[SPEAKER_03]: It really explains the cycle to the emotions of the entrepreneur.

23:24.524 --> 23:26.445
[SPEAKER_03]: We start something because we're excited about it.

23:27.541 --> 23:32.824
[SPEAKER_03]: But then we realize that we are the owner of the manager and the technician, and we can only do two good and one very, very well.

23:33.845 --> 23:36.246
[SPEAKER_03]: And if you're all free, you burn out, right?

23:37.327 --> 23:40.209
[SPEAKER_03]: Also, the other problem is that there's no official operating system.

23:40.409 --> 23:47.293
[SPEAKER_03]: Now, I say no official operating system, but as the entrepreneur, especially if you're self-employed, you might be the operating system.

23:48.034 --> 23:50.575
[SPEAKER_03]: And if you're not there, nothing happens, correct?

23:51.536 --> 23:53.017
[SPEAKER_03]: And there's also a lot of noise.

23:53.037 --> 23:59.119
[SPEAKER_03]: There's so many people that you can listen to coaches, experts, gurus, who the heck do you listen to?

23:59.459 --> 24:03.080
[SPEAKER_03]: I have a philosophy and this is a philosophy that all action coaches globally share.

24:03.540 --> 24:06.922
[SPEAKER_03]: Business should give you more life, not take it from you.

24:07.722 --> 24:15.786
[SPEAKER_03]: And that was the thing that actually got me to business coach because when I was burnt out, I filled my first eight businesses, I burnt out every single business.

24:16.387 --> 24:20.349
[SPEAKER_03]: I didn't have a problem making money, I had a problem being the bottom-neck and all of my businesses.

24:20.889 --> 24:22.210
[SPEAKER_03]: And it took so much life from me.

24:22.230 --> 24:25.472
[SPEAKER_03]: I remember my first two children, my first two girls, my amazing daughters.

24:25.892 --> 24:28.734
[SPEAKER_03]: I missed so much of like between one and five.

24:29.254 --> 24:34.217
[SPEAKER_03]: The most important years in a life because I was trying to hustle and grind my way through business.

24:35.037 --> 24:36.878
[SPEAKER_03]: When I can actually coach, I learned a system.

24:36.998 --> 24:40.619
[SPEAKER_03]: It's called the A-Boss Action Coach Business Operating System.

24:40.639 --> 24:41.660
[SPEAKER_03]: And there's six levels.

24:41.740 --> 24:43.861
[SPEAKER_03]: I'm like, oh my gosh, this is simple.

24:44.321 --> 24:46.522
[SPEAKER_03]: But then when I implement it, yeah, their challenge is with it.

24:47.002 --> 24:48.123
[SPEAKER_03]: The first one is mastery.

24:48.143 --> 24:49.343
[SPEAKER_03]: This is eliminating the chaos.

24:49.363 --> 24:50.764
[SPEAKER_03]: There's four elements here to master.

24:51.044 --> 24:53.465
[SPEAKER_03]: Your destination, your time, your money, and your delivery.

24:54.125 --> 24:57.407
[SPEAKER_03]: When you can match those things, you eliminate chaos in your business.

24:57.847 --> 25:01.129
[SPEAKER_03]: I always say everybody operates at a level of organized chaos.

25:01.269 --> 25:07.593
[SPEAKER_03]: Once you match those things, you come up and stabilize your business that you work on your niche or now we call it marketing, okay?

25:07.954 --> 25:16.759
[SPEAKER_03]: Where you can actually do the things you're supposed to to attract the right clients and now predict your growth in your business using the five ways formula.

25:17.159 --> 25:21.102
[SPEAKER_03]: Next, we build cash on our business by leveraging systems in our business.

25:21.855 --> 25:22.075
[SPEAKER_03]: Right?

25:22.575 --> 25:28.198
[SPEAKER_03]: Everybody has systems, but for most of us, it's living in our head and we are the system.

25:29.118 --> 25:30.239
[SPEAKER_03]: That's where most people will burn out.

25:30.459 --> 25:31.359
[SPEAKER_03]: We are the system.

25:31.960 --> 25:32.200
[SPEAKER_03]: Okay?

25:32.760 --> 25:43.925
[SPEAKER_03]: Once we leverage our business to efficient systems, we buy our time back by now getting the right people in our business to follow portions of that system so we can free up our time.

25:44.385 --> 25:45.506
[SPEAKER_03]: From there we build synergy.

25:45.986 --> 25:47.327
[SPEAKER_03]: Now we're building a well-oed machine.

25:47.367 --> 25:49.328
[SPEAKER_03]: We start growing with systems and team members.

25:49.568 --> 25:56.753
[SPEAKER_03]: You can start putting people in place to manage and lead certain areas so you can keep pulling back and being the leader of your business.

25:57.473 --> 25:59.494
[SPEAKER_03]: And finally you get results through freedom.

25:59.835 --> 26:01.235
[SPEAKER_03]: Your business is now an asset.

26:02.036 --> 26:03.137
[SPEAKER_03]: It is growing without you.

26:04.012 --> 26:14.514
[SPEAKER_03]: you're profitable, you have systems in place, your teams are running those systems and you could sit back and run the managers and run the leadership team and work in your genius.

26:15.234 --> 26:17.954
[SPEAKER_03]: I remember I was able to get to this point and I sold my business.

26:18.094 --> 26:19.855
[SPEAKER_03]: It was the most freedom I've ever felt.

26:20.995 --> 26:22.955
[SPEAKER_03]: Because in the business, running it, it's hard.

26:22.995 --> 26:26.616
[SPEAKER_03]: I'm not saying it's easy, it's fun, but it's also, it comes with this challenges.

26:26.976 --> 26:30.857
[SPEAKER_03]: When I sold my business, I was like, ah, this is what it means to have freedom.

26:31.557 --> 26:32.317
[SPEAKER_03]: Then I had choices.

26:34.280 --> 26:35.181
[SPEAKER_03]: That's in a whole other story.

26:35.481 --> 26:41.384
[SPEAKER_03]: Nitching down means you're branding and marketing the right way and you're leveraging the right tools and levers to get what you want.

26:42.785 --> 26:45.447
[SPEAKER_03]: I love the definition that we use for nitching down.

26:47.209 --> 26:50.470
[SPEAKER_03]: And we say this, it's when you have no price competition.

26:51.211 --> 27:00.134
[SPEAKER_03]: If you brand and market so well and you leverage AI in the right ways, I would no longer worry about if my competitors are more expensive or cheaper than me.

27:00.494 --> 27:01.655
[SPEAKER_03]: I can care less at this point.

27:02.235 --> 27:07.657
[SPEAKER_03]: As a matter of fact, I'm elevating myself so my competitors are competing with me.

27:08.177 --> 27:11.879
[SPEAKER_03]: And the only thing they can do is lower their prices to try to get what they can get.

27:12.439 --> 27:13.100
[SPEAKER_03]: Isn't that amazing?

27:13.882 --> 27:16.185
[SPEAKER_03]: Somebody out there is the most expensive in your industry.

27:16.946 --> 27:19.451
[SPEAKER_03]: And they still have people paying for that.

27:19.991 --> 27:21.053
[SPEAKER_03]: Why can't that be you?

27:22.796 --> 27:23.757
[SPEAKER_03]: Why can't that be you?

27:25.724 --> 27:31.408
[SPEAKER_03]: If you know how to niche down, you know how to elevate who you are and what you're doing, get the people you want, they're competing with you.

27:31.488 --> 27:35.270
[SPEAKER_03]: That's why they drop their prices and you're the most expensive investment.

27:35.411 --> 27:37.732
[SPEAKER_03]: You have to brand right, you have to know who you want to serve.

27:38.192 --> 27:43.196
[SPEAKER_03]: You have to have a strong brand, you have to market to your ideal clients, you have to be able to predict your cash flow through it.

27:43.556 --> 27:46.058
[SPEAKER_03]: I put a picture of Delta right there because that's my favorite airline.

27:46.678 --> 27:48.360
[SPEAKER_03]: They know who the idea client is.

27:48.540 --> 27:56.688
[SPEAKER_03]: I am the idea client, a busy professional who he likes to watch movies while I'm flying and who likes lounges when I'm waiting at airports.

27:57.048 --> 28:00.191
[SPEAKER_03]: I bought their credit card, they literally market directly to me.

28:00.571 --> 28:01.732
[SPEAKER_03]: I don't fly any other way.

28:02.535 --> 28:02.935
[SPEAKER_03]: I like it.

28:03.276 --> 28:08.699
[SPEAKER_03]: Everything that I just spoke so far, I really want you to hold on to that, because our next speaker is David Jackson.

28:08.879 --> 28:19.286
[SPEAKER_03]: He is the actual branding, marketing, and AI leverage in branding, marketing, expert here in the room, and he's going to simplify and break down on how you can actually do this.

28:19.626 --> 28:29.896
[SPEAKER_03]: And if you can master these things and find the right people in your business to help you with it, I guarantee you, you implement that in quarter four, you will become irresistible to your ideal clients.

28:29.916 --> 28:31.397
[SPEAKER_03]: They will be knocking on your door.

28:31.918 --> 28:36.222
[SPEAKER_03]: You'll be the most expensive investment and people will wait for you to serve them.

28:36.442 --> 28:38.364
[SPEAKER_01]: Just a few things before we get started.

28:38.424 --> 28:44.070
[SPEAKER_01]: I want to set a little bit of, uh, do a bit of band garden, so to speak.

28:44.882 --> 28:54.294
[SPEAKER_01]: First, I know I was introduced as the AI expert, but I am as much of an AI student as many of you in this room today.

28:54.895 --> 28:56.097
[SPEAKER_01]: There's still a lot of learning.

28:56.637 --> 28:59.661
[SPEAKER_01]: There's still a lot of changes that will come.

29:00.723 --> 29:06.286
[SPEAKER_01]: And the second thing is I actually, everything I can say in this presentation could be totally wrong.

29:06.726 --> 29:13.250
[SPEAKER_01]: I could be wrong about everything, again, because we're not quite sure what the future holds with this technology.

29:13.670 --> 29:16.692
[SPEAKER_01]: But what I can say is that I have leveraged it.

29:17.352 --> 29:37.471
[SPEAKER_01]: quite a bit within our business, it's improved our efficiency, it's made us more money, it's impacted our bottom line and I've run into a lot of pitfalls, made a lot of mistakes and spent a lot of time to be able to talk to you all today about how to actually use this technology in your business.

29:38.172 --> 29:41.755
[SPEAKER_01]: And so that's what this presentation is going to be about.

29:41.815 --> 29:46.218
[SPEAKER_01]: Now, you all are saying of really late using this technology trying to figure it out.

29:46.919 --> 29:54.264
[SPEAKER_01]: I'm hoping that I can get you to a point where you can slow down and actually implement a system that's going to work really well.

29:54.545 --> 29:56.926
[SPEAKER_01]: So kind of getting into it here.

29:58.288 --> 29:59.809
[SPEAKER_01]: I'm David Jackson, you all know that.

30:00.409 --> 30:03.892
[SPEAKER_01]: What I do is I do digital marketing for local businesses.

30:05.949 --> 30:11.752
[SPEAKER_01]: The goal of what we do is we try and get local businesses consistent revenue opportunities.

30:12.192 --> 30:14.094
[SPEAKER_01]: The key word being consistency.

30:14.714 --> 30:19.256
[SPEAKER_01]: We want you to not worry about where your next leads or opportunities are coming from.

30:19.757 --> 30:28.962
[SPEAKER_01]: They will come every month and it will be at a level that is consistent that you can use to plan, hire and grow from in your business long term.

30:29.402 --> 30:37.907
[SPEAKER_01]: We have many clients that have been with us for five years, six years, and we continue to show them where the opportunities are and where they can improve.

30:38.547 --> 30:45.230
[SPEAKER_01]: But I've been doing this for actually 11 years, websites, ads, SEO, et cetera, got a good team.

30:45.371 --> 30:55.076
[SPEAKER_01]: I've spent the last two years putting AI to work inside of our business, but I've mostly spent the last, maybe about six months, really understanding what it's all about.

30:59.418 --> 31:02.080
[SPEAKER_01]: So first off, it's not a search engine.

31:02.621 --> 31:08.485
[SPEAKER_01]: It's a brain and it's been trained on a lot of information that is all over the internet.

31:08.906 --> 31:10.607
[SPEAKER_01]: And so essentially, they took these things.

31:10.647 --> 31:14.070
[SPEAKER_01]: They said, hey, we're going to feed you all of the internet.

31:14.410 --> 31:15.111
[SPEAKER_01]: You need to learn it.

31:15.151 --> 31:16.392
[SPEAKER_01]: You need to understand it.

31:17.877 --> 31:20.360
[SPEAKER_01]: It's not a robot that runs your business.

31:21.000 --> 31:29.329
[SPEAKER_01]: Now, I know there's a lot of things that you can put in place with AI to leverage to say, okay, do this task, do this task, do this task.

31:29.829 --> 31:34.974
[SPEAKER_01]: But it is in no way a tool that's going to run your entire business without you at the helm.

31:35.655 --> 31:37.717
[SPEAKER_01]: That's a misconception that's out there.

31:38.137 --> 31:39.239
[SPEAKER_01]: It is not the case.

31:39.579 --> 31:41.341
[SPEAKER_01]: And we'll talk about that a little bit more later.

31:42.518 --> 31:43.659
[SPEAKER_01]: It's also not a person.

31:44.560 --> 31:46.041
[SPEAKER_01]: It has no memory of you.

31:46.281 --> 31:51.326
[SPEAKER_01]: It has no instruction of what it needs to do unless you give it to the AI.

31:51.746 --> 32:01.494
[SPEAKER_01]: It's not just going to magically, you're not just going to say, hey, run my business for me, you know, you are a dog training expert and you know all of this information, give me a business plan.

32:01.834 --> 32:02.595
[SPEAKER_01]: It's not going to happen.

32:02.895 --> 32:03.636
[SPEAKER_01]: It's not going to happen.

32:04.116 --> 32:05.678
[SPEAKER_01]: And you don't want to execute that plan either.

32:06.098 --> 32:13.043
[SPEAKER_01]: So it's like a very well-read new junior hire that you can place into a variety of roles within your business.

32:13.543 --> 32:15.985
[SPEAKER_01]: But that's the key word, junior hire.

32:16.705 --> 32:20.308
[SPEAKER_01]: This thing, it's smart, but it's also kind of done.

32:21.216 --> 32:24.918
[SPEAKER_01]: You know, it knows, it knows only what you give it, and it's very general.

32:25.338 --> 32:32.002
[SPEAKER_01]: So if you just try and take what it gives you verbatim, you will also be general and generic, especially to your customer.

32:32.582 --> 32:45.049
[SPEAKER_01]: So now, a lot of people have used things like Chag-E-P-T, Claude, et cetera, and a lot of people, I think I read that it has over 800, 900, million weekly active users.

32:45.509 --> 32:47.670
[SPEAKER_01]: So it's a huge platform, people use it all the time.

32:51.312 --> 32:52.754
[SPEAKER_01]: And it just gives them answers.

32:53.034 --> 32:54.216
[SPEAKER_01]: Hey, I need to know about this.

32:54.256 --> 32:55.337
[SPEAKER_01]: I want to do research on this.

32:55.658 --> 32:57.200
[SPEAKER_01]: That's the majority of use cases.

32:57.560 --> 32:58.762
[SPEAKER_01]: But there's very few people.

32:58.942 --> 33:00.644
[SPEAKER_01]: And in fact, you all will be early.

33:01.085 --> 33:06.131
[SPEAKER_01]: There's very few people that are actually using it to do real work, especially within their business.

33:06.972 --> 33:10.433
[SPEAKER_01]: It can read and draft your emails, which I'm sure many of us have.

33:10.693 --> 33:17.375
[SPEAKER_01]: It will fill out and check spreadsheets for you, so it can actually read a lot of data, process it, give you quick answers.

33:18.075 --> 33:19.555
[SPEAKER_01]: It will browse the internet for you.

33:19.895 --> 33:27.237
[SPEAKER_01]: So it can do research and really bring back a lot of great answers that you can continue to have a conversation with it and iterate on.

33:27.837 --> 33:30.620
[SPEAKER_01]: And then it'll run actually a multi-step task end to end.

33:31.040 --> 33:37.907
[SPEAKER_01]: If you have your SOPs figured out and you have your processes lined up, you can have it execute on all of these different things.

33:38.287 --> 33:42.831
[SPEAKER_01]: And we'll talk a little bit more about that later because that's really the crux of this presentation.

33:43.252 --> 33:49.878
[SPEAKER_01]: So here's some things to know, just to give you more of a good standing on what AI is and how capable it is.

33:50.939 --> 33:55.243
[SPEAKER_01]: So, there's a lot of studies and I've talked to probably some of you in this room about these before.

33:55.963 --> 34:03.249
[SPEAKER_01]: But there was a study from the remote labor index about how often agents finish a freelance task on their own.

34:03.629 --> 34:06.452
[SPEAKER_01]: There's a very interesting study I highly encourage you to look it up.

34:07.032 --> 34:17.201
[SPEAKER_01]: But AI only outperformed humans, 2.5% of the time, when given the exact same task, what they did was they gave it about

34:18.396 --> 34:25.618
[SPEAKER_01]: Maybe about a hundred different tasks from upwork and it failed over 97% of the time.

34:26.338 --> 34:30.460
[SPEAKER_01]: It could just couldn't produce the same output that a person would, so just to give you some context.

34:31.340 --> 34:38.082
[SPEAKER_01]: The share of AI productivity games gains that were lost to fixing, going back and fixing what it got wrong, it's 40%.

34:39.723 --> 34:41.904
[SPEAKER_01]: You have to get in there and correct it all the time.

34:41.924 --> 34:43.645
[SPEAKER_01]: It just keeps making these mistakes.

34:44.026 --> 34:49.629
[SPEAKER_01]: It's not quite where a human is again, and being able to catch some of those edge cases.

34:50.449 --> 34:58.374
[SPEAKER_01]: And then the other one, two and three companies that cut staff and put AI in place have been rehiring in this last quarter.

34:58.774 --> 35:00.075
[SPEAKER_01]: They've been bringing those people back.

35:00.475 --> 35:03.337
[SPEAKER_01]: And you better believe they asked for a higher salary this time.

35:03.857 --> 35:04.658
[SPEAKER_01]: You better believe it.

35:05.697 --> 35:21.228
[SPEAKER_01]: We've been talking about this a lot, but it's the new way to feel productive, like you're in AI and it's telling you all this cool stuff and it's giving you all these great ideas and again, you're up until two or three in the morning and you're like, I'm doing work, I'm like getting things done, I'm figuring this out.

35:21.588 --> 35:23.609
[SPEAKER_01]: I've got to get this done because this is it.

35:24.190 --> 35:29.894
[SPEAKER_01]: Like when I get this, it's gonna make my business so much better, but you actually never move the needle.

35:30.837 --> 35:33.038
[SPEAKER_01]: You didn't really get anything done, and you're still in the same place.

35:33.678 --> 35:36.440
[SPEAKER_01]: You know, you haven't implemented anything.

35:36.960 --> 35:40.282
[SPEAKER_01]: And if you did implement it, what difference did it actually make?

35:41.137 --> 35:45.678
[SPEAKER_01]: That's one of the biggest traps that I've seen businesses get into this year.

35:46.818 --> 35:50.419
[SPEAKER_01]: Just about almost everyone I've talked to that has really dove into AI.

35:51.339 --> 35:53.739
[SPEAKER_01]: I'm guilty of that, I'm sure many of us are guilty of that.

35:54.180 --> 36:04.542
[SPEAKER_01]: So, it's, again, it's read the general internet, but it knows nothing about you, it knows nothing about your goals, it knows nothing about your customer, where you want to go, what you want to do.

36:05.122 --> 36:06.342
[SPEAKER_01]: And so, I'm going to talk about

36:06.962 --> 36:09.604
[SPEAKER_01]: that being the foundation of how to use AI.

36:10.185 --> 36:12.587
[SPEAKER_01]: AI has to have this information about you.

36:12.927 --> 36:15.529
[SPEAKER_01]: You have to build it, and you have to give it to the AI.

36:16.029 --> 36:21.374
[SPEAKER_01]: Otherwise, you're just going to be going in circles, and you're not really going to be moving the needle within your business.

36:21.994 --> 36:26.638
[SPEAKER_01]: So here's a quick example of what that looks like at a very, very basic level.

36:27.499 --> 36:31.482
[SPEAKER_01]: So let's say you wanted to write your social media posts and do some marketing.

36:32.589 --> 36:36.930
[SPEAKER_01]: you give it a prompt, the prompt is right of Facebook posts about our fall special.

36:37.090 --> 36:39.731
[SPEAKER_01]: It's pretty generic, pretty general.

36:39.931 --> 36:41.391
[SPEAKER_01]: Any business could have written that.

36:41.591 --> 36:42.351
[SPEAKER_01]: It's not special.

36:42.852 --> 36:49.213
[SPEAKER_01]: It'll get passed over, especially if you pair it up with like a stock image or an AI image, it's just not, it's not going to get any traction.

36:49.953 --> 36:54.795
[SPEAKER_01]: And then you end up doing that over and over and you're realizing why my social media isn't going anywhere.

36:55.215 --> 36:55.555
[SPEAKER_01]: But,

36:56.395 --> 37:03.938
[SPEAKER_01]: When it has context and information about your business, this is something that it wrote because it knew about your business.

37:04.478 --> 37:12.601
[SPEAKER_01]: It calls out things such as, you know, your phone number, where you're located, your specials, it can even tailor its language to a specific customer.

37:13.101 --> 37:15.122
[SPEAKER_01]: It's just going to be a lot more specific.

37:15.782 --> 37:18.743
[SPEAKER_01]: And the outcome is only you could have written that post.

37:19.104 --> 37:22.265
[SPEAKER_01]: No one else could have written that post, only you could have written it.

37:22.605 --> 37:28.308
[SPEAKER_01]: Yes, you use the AI to save time, but it's still tailored to you because no one else is getting that output.

37:28.668 --> 37:32.810
[SPEAKER_01]: But the concept of what I'm talking about is how to use AI in your business.

37:33.190 --> 37:40.053
[SPEAKER_01]: You have to have context, you have to have a business brief, and everything you generate from it has to come from that brief.

37:40.733 --> 37:43.660
[SPEAKER_01]: You shouldn't just use AI naked, so to speak.

37:44.141 --> 37:46.526
[SPEAKER_01]: You're going to get the worst possible outcomes from that.

37:47.677 --> 37:53.919
[SPEAKER_01]: And so a few things, this also works in Chatchy PT, Cloud Gemini, anything you're using.

37:54.199 --> 37:56.480
[SPEAKER_01]: It only takes about 20 minutes to build this.

37:56.840 --> 37:58.501
[SPEAKER_01]: You talk into the microphone.

37:58.541 --> 38:01.101
[SPEAKER_01]: So essentially, the AI is going to interview you.

38:01.662 --> 38:04.102
[SPEAKER_01]: It's going to ask you questions, and you're just answer it.

38:04.122 --> 38:04.943
[SPEAKER_01]: You just talk to it.

38:05.363 --> 38:10.965
[SPEAKER_01]: Talk to it as if you're talking to a customer, as if you are talking just rambling to somebody.

38:10.985 --> 38:11.805
[SPEAKER_01]: It doesn't matter.

38:11.825 --> 38:13.926
[SPEAKER_01]: It will capture that, and it will take you then.

38:14.872 --> 38:17.153
[SPEAKER_01]: Then what it gives you, you should correct it.

38:17.793 --> 38:22.274
[SPEAKER_01]: One of the things that is important for AI is not taking its output verbatim.

38:22.654 --> 38:25.495
[SPEAKER_01]: You always want to add a bit of yourself to the outcomes.

38:25.935 --> 38:32.137
[SPEAKER_01]: You always want to change it corrected because it will make mistakes because again, it doesn't know you, it doesn't know who you are.

38:33.276 --> 38:34.076
[SPEAKER_01]: and then save it.

38:34.736 --> 38:43.439
[SPEAKER_01]: Once you save it, you can give it to your chatGPT, your Gemini, your Claude, and it will remember that for every prompt that you do from here on out.

38:43.819 --> 38:47.480
[SPEAKER_01]: Even if you start a brand new conversation, you won't have to go through this over and over again.

38:48.020 --> 38:51.261
[SPEAKER_01]: It'll just know like, oh yeah, this is you, these are your goals.

38:51.601 --> 38:52.561
[SPEAKER_01]: This is your ICP.

38:53.664 --> 38:54.224
[SPEAKER_01]: I know what to do.

38:54.865 --> 38:59.127
[SPEAKER_01]: So I want to talk a little bit more about context because it's very, very important.

38:59.147 --> 39:04.930
[SPEAKER_01]: It's like, okay, it knows about me, my customer, that's all good, but you can give it so much more.

39:05.550 --> 39:09.132
[SPEAKER_01]: One thing that I like to do, I hope you guys use this because I do this all the time.

39:09.592 --> 39:11.713
[SPEAKER_01]: It's been a lot of time on YouTube.

39:11.733 --> 39:13.254
[SPEAKER_01]: I follow a lot of creators.

39:13.314 --> 39:20.298
[SPEAKER_01]: I follow a lot of people in my industry that are far ahead of me and I try to get knowledge on what's happening in the latest information.

39:21.118 --> 39:24.981
[SPEAKER_01]: You can actually take the transcript from a YouTube video.

39:25.782 --> 39:34.489
[SPEAKER_01]: Copy the whole thing, paste it into your favorite AI tool, and then say, please add this to my business brief.

39:35.009 --> 39:40.794
[SPEAKER_01]: What you're going to get is a lot of new information that now you're a chatGPT Gemini Cloud.

39:41.094 --> 39:42.815
[SPEAKER_01]: We'll now understand and know.

39:43.556 --> 39:45.657
[SPEAKER_01]: that will make your outputs even better.

39:46.038 --> 39:51.461
[SPEAKER_01]: Because now it's up to date with the latest information that you're getting from people that you're following.

39:51.821 --> 39:54.623
[SPEAKER_01]: You can do this with articles, you can do this with anything.

39:55.063 --> 39:59.726
[SPEAKER_01]: As long as you can get the text in there, it's going to be much, much, much stronger.

40:00.487 --> 40:02.528
[SPEAKER_01]: And so at the beginning, we have a sentence.

40:02.848 --> 40:03.909
[SPEAKER_01]: That's where most people are.

40:04.349 --> 40:06.170
[SPEAKER_01]: Write me an email about XYZ.

40:06.811 --> 40:08.712
[SPEAKER_01]: That's where most people start on context.

40:08.952 --> 40:10.193
[SPEAKER_01]: OK, I understand what to do.

40:10.553 --> 40:11.294
[SPEAKER_01]: Here's your output.

40:14.225 --> 40:15.426
[SPEAKER_01]: Number two is a paragraph.

40:15.746 --> 40:16.867
[SPEAKER_01]: Here's a paragraph prompt.

40:17.348 --> 40:18.349
[SPEAKER_01]: Do this instruction.

40:18.389 --> 40:19.450
[SPEAKER_01]: It's a little more detailed.

40:19.790 --> 40:20.591
[SPEAKER_01]: That's okay, too.

40:21.492 --> 40:22.433
[SPEAKER_01]: The actual brief.

40:22.473 --> 40:23.814
[SPEAKER_01]: That's what we were talking about.

40:24.354 --> 40:27.097
[SPEAKER_01]: Feed that and now it references that document every time.

40:27.437 --> 40:31.321
[SPEAKER_01]: That document should live and grow as your business does.

40:31.361 --> 40:33.823
[SPEAKER_01]: You should always be adding to that document.

40:35.069 --> 40:37.191
[SPEAKER_01]: Next up is real customer language.

40:37.691 --> 40:40.153
[SPEAKER_01]: So this is something a lot of people don't do.

40:40.853 --> 40:53.483
[SPEAKER_01]: Feed in, if you're recording your phone calls, which I highly, highly encourage you to record your phone calls, record your meetings that you have with your customers, feed all of that into this business brief.

40:54.023 --> 40:58.286
[SPEAKER_01]: Because now you're getting information that your customers are telling you, right then and there.

40:58.787 --> 41:02.630
[SPEAKER_01]: Same with the reviews, feed in your reviews, the things that people said,

41:03.370 --> 41:04.131
[SPEAKER_01]: good and bad.

41:04.512 --> 41:14.104
[SPEAKER_01]: That's going to help you generate much, much, much better outcomes from chatGPT because it can just process and interpret all of that data much faster than we can.

41:14.365 --> 41:16.448
[SPEAKER_01]: It's just no, no contest, no contest.

41:17.125 --> 41:23.667
[SPEAKER_01]: You can feed it either the audio file itself or the transcript, but it depends on your level of subscription.

41:23.727 --> 41:35.050
[SPEAKER_01]: Like there are subscriptions where you can keep your data isolated into your workspace and they don't share it with anthropic or open AI, but it depends on your level of your subscription level and what you're paying.

41:35.330 --> 41:37.792
[SPEAKER_01]: The second option is if you use the API.

41:38.152 --> 41:39.553
[SPEAKER_01]: Now, that's pretty advanced.

41:39.873 --> 41:45.758
[SPEAKER_01]: It's kind of a developer talk, but the API does not will not feed your data into anthropic.

41:46.158 --> 41:56.085
[SPEAKER_01]: It's charged differently because it's charged based on usage, but it will keep all of your data secure while you're just tapping into their logic and reasoning that it keeps it all within your account.

41:56.505 --> 41:58.567
[SPEAKER_01]: So it never gets exposed and they don't train on it.

41:58.887 --> 42:04.432
[SPEAKER_01]: There's also a lot of free alternatives to cloud, but very, very advanced to get those set up.

42:04.472 --> 42:09.076
[SPEAKER_01]: You can actually have an AI running on your computer, you never have to use chat, GPT or any of those at all.

42:09.436 --> 42:10.797
[SPEAKER_01]: But that's really advanced stuff.

42:11.698 --> 42:12.599
[SPEAKER_01]: And then the biggest one.

42:13.788 --> 42:17.471
[SPEAKER_01]: All of that stuff that we just talked about, plus your SOPs.

42:18.291 --> 42:26.978
[SPEAKER_01]: So you have to get your SOPs documented, because if you ask the AI to do something and you don't have a standard operating procedure, it's just gonna make something up.

42:27.518 --> 42:28.879
[SPEAKER_01]: And then you're gonna go back and fix it.

42:28.919 --> 42:30.040
[SPEAKER_01]: You're gonna have to correct it.

42:30.380 --> 42:32.622
[SPEAKER_01]: You're gonna be in that loop that death cycle.

42:33.082 --> 42:33.883
[SPEAKER_01]: You don't wanna be there.

42:35.092 --> 42:37.555
[SPEAKER_01]: you want to give it your specific SOPs.

42:38.076 --> 42:38.977
[SPEAKER_01]: You can even have it.

42:39.297 --> 42:41.600
[SPEAKER_01]: Help you generate the SOPs.

42:41.640 --> 42:43.503
[SPEAKER_01]: You could say, OK, here's my brief use.

42:43.603 --> 42:44.464
[SPEAKER_01]: Here's what I'm going for.

42:44.504 --> 42:45.285
[SPEAKER_01]: Here's what we tried.

42:45.625 --> 42:46.466
[SPEAKER_01]: Here's our reviews.

42:46.827 --> 42:49.390
[SPEAKER_01]: All of this information help me make my SOPs.

42:50.091 --> 42:53.195
[SPEAKER_01]: Give me a bullet list that someone else can follow and I can hand it off to them.

42:54.220 --> 42:56.961
[SPEAKER_01]: But then once it has that, you give it back.

42:57.502 --> 42:58.602
[SPEAKER_01]: And it's just amazing.

42:58.822 --> 43:01.423
[SPEAKER_01]: Like this is where you want to build towards.

43:01.843 --> 43:08.066
[SPEAKER_01]: You need your AI tool to have as much context and information about your business as possible.

43:08.546 --> 43:09.967
[SPEAKER_01]: That's how you really utilize it.

43:10.387 --> 43:15.670
[SPEAKER_01]: We put in instructions on writing, but we also fed it examples of our own writing.

43:16.270 --> 43:17.831
[SPEAKER_01]: And so we fed it about,

43:18.631 --> 43:25.581
[SPEAKER_01]: I'd say about 2025 different articles that we hand wrote from over the years and we said this is the writing style, do not deviate.

43:26.313 --> 43:31.018
[SPEAKER_01]: And so that's one of the things that we've done, but we're constantly improving that all of the time.

43:31.478 --> 43:45.532
[SPEAKER_01]: Our content writer, he gives me feedback on, hey, it's doing this, it's drifting this way, and then we just implement that again into our business context and brief, and it's gotten better, but it's still not perfect, which is why he has his hands on everything that comes out.

43:45.933 --> 43:49.816
[SPEAKER_01]: So real quick, I want to talk about Slop.

43:50.417 --> 43:53.118
[SPEAKER_01]: You've heard about it, you've seen it, you probably see it every day.

43:53.618 --> 44:00.381
[SPEAKER_01]: But Slop is the result of a lack of context that you put into the AI.

44:00.961 --> 44:07.303
[SPEAKER_01]: You don't give it your own taste, you don't give it your own context, you don't modify the output, it gives you, you end up getting Slop.

44:07.743 --> 44:12.805
[SPEAKER_01]: And Slop is something that your customers are getting better and better at detecting.

44:13.085 --> 44:16.847
[SPEAKER_01]: Some will probably never want to use you, because they're like, well, they're not putting in any effort.

44:17.427 --> 44:21.189
[SPEAKER_01]: into reaching out to me or the marketing towards me.

44:21.809 --> 44:22.849
[SPEAKER_01]: I don't want to serve that business.

44:22.929 --> 44:23.589
[SPEAKER_01]: It's not real.

44:23.750 --> 44:24.710
[SPEAKER_01]: It's not authentic.

44:25.110 --> 44:26.150
[SPEAKER_01]: And it hurts trust.

44:26.571 --> 44:31.953
[SPEAKER_01]: So, again, slot is when there's a lack of context and no modification to your output.

44:32.213 --> 44:36.154
[SPEAKER_01]: You have to put yourself in there because authenticity is still the biggest seller.

44:36.455 --> 44:38.495
[SPEAKER_01]: So, you already know slot when you see it.

44:38.936 --> 44:44.698
[SPEAKER_01]: These are things that your customers are becoming more and more aware of because AI is everywhere.

44:45.378 --> 44:55.940
[SPEAKER_01]: AI is everywhere and there's little effort you have to put into your marketing now because of AI but that just means you look like and sound like everyone else and it's harder to stand out.

44:55.960 --> 44:58.401
[SPEAKER_01]: You have to put an effort to stand out.

44:58.841 --> 45:03.002
[SPEAKER_01]: So edit the input and edit the output that's really what I'm saying here.

45:03.042 --> 45:05.362
[SPEAKER_01]: You never want to use what AI gave you verbatim.

45:05.942 --> 45:07.262
[SPEAKER_01]: You always want to modify it.

45:07.743 --> 45:09.363
[SPEAKER_01]: It's the intern, you're the editor.

45:09.963 --> 45:12.424
[SPEAKER_01]: Definitely use it to get 80% of the way out there.

45:14.984 --> 45:20.687
[SPEAKER_01]: But you still have to do the 20% and the 20% is that's the most important part.

45:21.267 --> 45:23.889
[SPEAKER_01]: And like I said, customers have become a more aware of this.

45:23.949 --> 45:27.331
[SPEAKER_01]: So definitely, definitely modify your outputs.

45:27.511 --> 45:31.513
[SPEAKER_01]: So let's actually talk about the jobs to give to AI for quarter four.

45:31.913 --> 45:35.235
[SPEAKER_01]: These are some practical things you can do once you have your business free from place.

45:35.855 --> 45:49.202
[SPEAKER_01]: When back the customers you already have, essentially export your customer list from the CRM, feed it to your AI with your business brief, and have it right messaging to re-engage that list.

45:49.742 --> 45:54.944
[SPEAKER_01]: Depending on how segmented your list are, it will read that and understand that.

45:55.345 --> 45:55.505
[SPEAKER_01]: So,

45:56.305 --> 46:02.312
[SPEAKER_01]: Depending on if you have them like, okay, I haven't contacted them in six months, 12 months, we sold this to them.

46:02.693 --> 46:05.176
[SPEAKER_01]: They spent this much with us, but it's been a long time.

46:05.516 --> 46:06.617
[SPEAKER_01]: They're overdue for this.

46:07.138 --> 46:10.882
[SPEAKER_01]: It can read all of that immediately and give you an action plan.

46:11.543 --> 46:18.750
[SPEAKER_01]: You can also brainstorm with it to come up with a whole campaign for sending emails and everything else.

46:18.770 --> 46:21.752
[SPEAKER_01]: So that's one thing I would encourage you to put in place.

46:22.153 --> 46:26.977
[SPEAKER_01]: If you download that document in the techie.com slash brief, it has this in more detail.

46:27.257 --> 46:50.663
[SPEAKER_01]: Next up is turn your reviews into your marketing, so you can use a tool like outscraper or you can use Gemini to pull all of your Google reviews, pull reviews from other sources and have it read it and actually interpret it into more marketing, because some of the best type of marketing and advertising out there is what other people say about your business, not about what you say about it.

46:51.283 --> 46:53.164
[SPEAKER_01]: And so you're sitting on a gold mine.

46:53.204 --> 46:59.427
[SPEAKER_01]: Many of us in here are sitting on a gold mine of things that people say, but we just kind of hear it and go about our day.

46:59.587 --> 47:00.287
[SPEAKER_01]: Okay, thank you.

47:00.327 --> 47:01.708
[SPEAKER_01]: Thanks for the review, see you later.

47:02.408 --> 47:10.112
[SPEAKER_01]: You can actually take that and use that as some of your most powerful marketing and it will convert much better than what you could come up with without it.

47:10.852 --> 47:18.476
[SPEAKER_01]: So I would highly encourage you to take your reviews, feed it into this tool with your business brief and remark it to customers.

47:20.817 --> 47:32.693
[SPEAKER_01]: uncovering the blind spots to hit your marketing target floor, so I can do a whole other talk on this, but what you want to be hitting in your marketing and advertising at a minimum is $3 back for every $1 spent.

47:34.297 --> 47:38.179
[SPEAKER_01]: And there's a lot of reasons why this does not happen in a business.

47:38.259 --> 47:40.760
[SPEAKER_01]: Like I've been doing this for 11 years now.

47:41.581 --> 47:46.823
[SPEAKER_01]: And we generate leads, but sometimes the generation of leads isn't the problem.

47:47.463 --> 47:50.805
[SPEAKER_01]: And isn't what's causing a business to not hit three to one.

47:51.305 --> 47:54.327
[SPEAKER_01]: Sometimes it's miss phone calls during business hours.

47:54.967 --> 48:02.916
[SPEAKER_01]: There's a lot of businesses that will miss, you know, sometimes 30% of their calls during the, during business hours, that's a lot of money.

48:02.936 --> 48:05.999
[SPEAKER_01]: Businesses lose over $100,000 on this call is per year.

48:06.360 --> 48:06.840
[SPEAKER_01]: It's insane.

48:07.241 --> 48:10.524
[SPEAKER_01]: If you are not responding to them within seconds, if not minutes,

48:11.045 --> 48:21.435
[SPEAKER_01]: they're gone because they're looking for a solution right then and there and you have to be able to catch them, catch their attention and show that you're trying to serve them even if you couldn't answer the phone.

48:21.975 --> 48:24.798
[SPEAKER_01]: A lot of times you could put an AI answering machine in place.

48:25.499 --> 48:28.322
[SPEAKER_01]: Some people like that, some people don't, it just depends.

48:28.902 --> 48:34.185
[SPEAKER_01]: You can have miss call text back, that's probably the easiest thing you can implement for handling miss calls.

48:34.565 --> 48:41.969
[SPEAKER_01]: If you don't have go high level, which I'm sure many of you have either heard about it or are using it, miss call text back is a critical feature.

48:42.489 --> 48:46.031
[SPEAKER_01]: If you miss a call, they get a text and it can continue the conversation.

48:46.871 --> 48:49.373
[SPEAKER_01]: But the other thing it can do is it can analyze your funnel.

48:50.306 --> 48:56.690
[SPEAKER_01]: It can read if you're recording your calls, it can read those calls, and it can understand where are they losing that sale?

48:56.950 --> 49:10.899
[SPEAKER_01]: We had an example of a client that we work with, where we were analyzing their calls, and it turns out that everyone that was calling in from the ad, which you're spending money to get those people to call you, they were telling them, oh yeah, you can book on the website.

49:11.399 --> 49:12.520
[SPEAKER_01]: Oh yeah, go to the website to book.

49:14.275 --> 49:15.456
[SPEAKER_01]: there was a lot of money loss.

49:15.836 --> 49:21.519
[SPEAKER_01]: Over $40,000 was lost in those opportunities because because that was happening.

49:21.819 --> 49:24.981
[SPEAKER_01]: But AI helped us understand that because it read all of these calls at once.

49:25.401 --> 49:29.523
[SPEAKER_01]: We were able to get the trend and we were able to put it to work on a solution.

49:30.043 --> 49:31.344
[SPEAKER_01]: But those are other examples.

49:31.364 --> 49:35.185
[SPEAKER_01]: You want to spot leaks in your marketing and advertising with AI.

49:35.585 --> 49:45.028
[SPEAKER_01]: When you have your business free-fin there and it knows about you, your processes, your customers, et cetera, you can then start to inquire about how to do certain things better within your business.

49:45.669 --> 49:48.250
[SPEAKER_01]: You can, a lot of times it requires connectors.

49:48.510 --> 49:54.192
[SPEAKER_01]: So one thing that chats, you PT, claw, et cetera, they can connect to the tools that you use.

49:54.552 --> 49:56.673
[SPEAKER_01]: They can connect to your Gmail, they can connect to,

49:57.533 --> 50:00.194
[SPEAKER_01]: You know, your CRM sometimes, if it's a big enough CRM.

50:00.594 --> 50:07.816
[SPEAKER_01]: And so you can give Claude commands to actually go and perform actions in your CRM without ever having to get in there.

50:08.237 --> 50:09.597
[SPEAKER_01]: And that's a lot of what we've done.

50:09.617 --> 50:15.459
[SPEAKER_01]: Like we have a whole dashboard that we build, that interacts with all of our tools, and we don't have to go to any other tools.

50:15.839 --> 50:19.460
[SPEAKER_01]: So instead of having like 11 different tabs open, we just have this open.

50:19.861 --> 50:22.081
[SPEAKER_01]: And we say, hey, what's going on with this client?

50:22.181 --> 50:24.002
[SPEAKER_01]: It tells us, hey, can you update this?

50:24.162 --> 50:25.702
[SPEAKER_01]: Yes, hey, can you send an invoice?

50:25.803 --> 50:27.043
[SPEAKER_01]: Yes, and we're just talking to it.

50:27.263 --> 50:34.409
[SPEAKER_01]: Now, again, I didn't get into that level because it's very complicated to get there and it requires a lot of trial and error, but it is possible.

50:34.929 --> 50:38.152
[SPEAKER_01]: It starts with having the business brief and then just talk to it.

50:38.572 --> 50:42.015
[SPEAKER_01]: You understand me, you know what I'm trying to do, you know what my goals are.

50:42.395 --> 50:43.136
[SPEAKER_01]: How do I get there?

50:43.436 --> 50:46.239
[SPEAKER_01]: Just a few more things, just because you can doesn't mean you should.

50:46.959 --> 50:49.281
[SPEAKER_01]: So again, there's a lot of waste of times with AI.

50:50.842 --> 50:53.463
[SPEAKER_01]: a chatbot on your website with only 50 visitors.

50:53.923 --> 50:55.624
[SPEAKER_01]: Not necessary, you don't need that.

50:56.024 --> 50:57.905
[SPEAKER_01]: Automating something you do like twice a year.

50:58.645 --> 51:07.829
[SPEAKER_01]: Having all of these agents doing all of this stuff before the brief exists, there are things that cost you customers and things that waste you time with AI that you just want to avoid.

51:07.849 --> 51:13.111
[SPEAKER_01]: The other thing about AI is it can't take accountability for making mistakes in your business.

51:13.811 --> 51:21.096
[SPEAKER_01]: When you have a person that is in charge of the AI and using the AI, then okay, that person takes accountability.

51:21.476 --> 51:26.359
[SPEAKER_01]: But if you have the AI, just running it willy-nilly, just hey, do this task, do this for me, do this for me.

51:26.679 --> 51:27.960
[SPEAKER_01]: What happens when it makes a mistake?

51:28.360 --> 51:28.941
[SPEAKER_01]: Who's the blame?

51:30.041 --> 51:30.962
[SPEAKER_01]: It's coming back to you.

51:31.602 --> 51:33.944
[SPEAKER_01]: You're going to be the one that has to take the blame.

51:34.983 --> 51:44.634
[SPEAKER_01]: So you still own your ideas, your process, your sequences, and you have to still review it, and then you still own the output.

51:44.834 --> 51:48.638
[SPEAKER_01]: You want to leverage the ad to help you get there again, 80% of the way there.

51:48.718 --> 51:55.847
[SPEAKER_01]: So Astra, it just came out, so it's very, very good, because OpenAI needed an answer to Fable.

51:56.367 --> 51:58.769
[SPEAKER_01]: which, in my opinion, Fable is amazing.

51:58.849 --> 52:00.150
[SPEAKER_01]: That's the top model out there.

52:01.231 --> 52:05.956
[SPEAKER_01]: Astro so far, the use cases I've seen from it have all been in the realm of coding.

52:06.696 --> 52:08.858
[SPEAKER_01]: And so, hey, we made this video game.

52:09.078 --> 52:09.799
[SPEAKER_01]: Hey, we did this.

52:09.839 --> 52:10.340
[SPEAKER_01]: Hey, we did this.

52:10.660 --> 52:15.144
[SPEAKER_01]: But not anything really practically for a business, not that I've seen yet.

52:15.544 --> 52:21.329
[SPEAKER_01]: I saw some people make some websites with it that look pretty cool, but other than that, I haven't gotten to explore it myself.

52:22.130 --> 52:27.495
[SPEAKER_01]: As far as what the benchmarks look like, it does score higher than Fable, but I've yet to use it.

52:28.256 --> 52:33.761
[SPEAKER_01]: Unfortunately, it does still tend to make a lot of the same mistakes that AI has made for the last four years.

52:34.302 --> 52:36.724
[SPEAKER_01]: Quick little example of how AI can get things wrong.

52:37.044 --> 52:45.753
[SPEAKER_01]: They might have fixed this by now, but whenever you asked AI if you wanted to go to a car wash, should you walk or drive, it would tell you to walk.

52:47.407 --> 52:49.950
[SPEAKER_01]: And it's like, well, how am I going to clean my car?

52:50.611 --> 52:51.752
[SPEAKER_01]: You know, what's going on there?

52:52.813 --> 52:53.454
[SPEAKER_01]: It got that wrong.

52:53.814 --> 52:55.516
[SPEAKER_01]: All three of them got it wrong every time.

52:55.536 --> 52:58.400
[SPEAKER_01]: I think they just fixed it after this went crazy viral.

52:58.440 --> 53:00.202
[SPEAKER_01]: But yeah, it's very interesting.

53:00.442 --> 53:01.723
[SPEAKER_01]: There's so many things they get wrong.

53:02.004 --> 53:02.825
[SPEAKER_01]: But you should use it.

53:02.925 --> 53:03.325
[SPEAKER_01]: It's great.

53:03.385 --> 53:04.687
[SPEAKER_01]: But you need to be in control.

53:05.067 --> 53:06.028
[SPEAKER_01]: You need to be in control.

53:06.068 --> 53:06.929
[SPEAKER_01]: Don't let it run you.

53:07.390 --> 53:07.550
[SPEAKER_01]: So,

53:07.850 --> 53:10.352
[SPEAKER_01]: build the brief and then put it to work.

53:10.632 --> 53:27.122
[SPEAKER_01]: I would highly encourage everyone to go get that, run through that document, it doesn't take long, it'll take you about 15-20 minutes to put it together, but that is the foundation of putting AI to work in your business so that you can start using it the way that is going to actually impact your bottom line.

53:27.562 --> 53:39.052
[SPEAKER_01]: The way that you can think about AI is if you can give it very clear and specific instructions on anything, you want to do in your business, it's 99% of the time going to be possible.

53:39.760 --> 53:41.401
[SPEAKER_01]: but it all starts with your idea.

53:41.941 --> 53:46.903
[SPEAKER_01]: It starts with, okay, I'm doing this, but I want it to be better.

53:47.603 --> 53:48.623
[SPEAKER_01]: How can I make it better?

53:48.643 --> 53:50.244
[SPEAKER_01]: And you have to really talk through that.

53:50.524 --> 53:57.806
[SPEAKER_01]: Every nuance, every nook and cranny, every little detail has to be accounted for, because again, the AI only knows what you can give it.

53:58.166 --> 54:02.588
[SPEAKER_01]: You get an MVP out, so here's version one, and you iterate on it.

54:02.948 --> 54:05.229
[SPEAKER_01]: and it'll get better and better and better.

54:05.729 --> 54:12.690
[SPEAKER_01]: Now be careful because you don't want to be in the trap of working on this thing every night until 4 a.m. for three months.

54:13.411 --> 54:19.632
[SPEAKER_01]: But those little incremental improvements over time do make a really really big difference.

54:19.672 --> 54:21.433
[SPEAKER_01]: But it all starts with the idea.

54:21.893 --> 54:25.093
[SPEAKER_01]: It's a great time right now for anyone who has an idea.

54:25.814 --> 54:31.215
[SPEAKER_01]: Like anyone who has a strong idea and wants to execute it, AI will absolutely help you execute it.

54:31.535 --> 54:38.499
[SPEAKER_02]: Two different talks, one answer, Joe's point was that when you try to appeal to everyone, price is the only thing you have left to compete on.

54:38.659 --> 54:45.783
[SPEAKER_02]: David's was that when you give AI nothing about your business, it hands you back what it would hand anybody, specific beats generic.

54:46.124 --> 54:49.465
[SPEAKER_02]: It was never about working harder and it was never about mastering the tool.

54:49.566 --> 54:51.927
[SPEAKER_02]: If you want to do that work alongside other owners,

54:52.107 --> 54:54.489
[SPEAKER_02]: then that's the entrepreneur experience hub.

54:54.589 --> 55:04.880
[SPEAKER_02]: Our school community filled with like-minded entrepreneurs to help you with whatever stage you're at in your business, whether you're a multi-millionaire or just starting with got people in there ready to assist you.

55:05.160 --> 55:16.371
[SPEAKER_02]: And if you're interested in attending one of these seminars in person, fly out to Kansas City, we have a link in the description that updates for every quarter on how to register for one of those growth clubs.

55:16.572 --> 55:19.995
[SPEAKER_01]: I'm Jared Taylor and I wanna remind you to keep on keeping on.