The AI Guide to Save You Time, Money & Run Your Business | Marketing Misfits #019

The AI Guide to Save You Time, Money & Run Your Business | Marketing Misfits #019 Kevin King: If you haven't dabbled in AI, I highly encourage you to start messing with it and dive deep. You can get garbage, but I've noticed a lot of times the garbage is based on the input. Unknown Speaker: You're watching The Marketing Misfits with Norm Farrar and Kevin King. Kevin King: Hey, a couple of misfits coming back at you here with The Marketing Misfits Podcast. Look at these misfits. If you're watching this on YouTube, you can see the misfits. There's one that's got a beard, kind of looks like one of the guys from ZZ Top. And then another one that's a bald head and a little shiny on top with some glasses on. If you haven't watched this on YouTube, what are you waiting for? You got to come see her. Say hello. We're waving at you right now. See? Norm Farrar: Here we go. Kevin King: We're waving at you. Or maybe you're watching this on YouTube. You got to check it out on the audio on podcast too. You know, we have a podcast version of this. It's on all the top players, Apple, Spotify. I don't know what all the players are, but wherever you may listen to podcast, check out Marketing Misfits there too. And you can take it with you in the car while you're working out. to the gym, to you know on a trip when you don't want to talk to your spouse you just blast us full blast so you can't hear what they're saying or what the kids in the back are complaining about and just listen to the misfits. Norm how are you doing man? Norm Farrar: I am doing good. And by the way, if you can't find us, at least for me anyways, ZZ Top was a compliment. Okay, Kev? Because usually I'll get it from you that I'm the Travelocity gnome, or, you know, something along those lines, you know, Santa Claus. Yeah, okay, no problem. But I get used to these things. ZZ Top is okay. Kevin King: You know, your beard looks one way on camera, but when you see it in person, and you watch it, when you go and you visit Norm, I went and visited his house a few weeks ago, and we were doing some business and some brainstorming, and to watch him eat with the beard, especially mac and cheese and ketchup, and that, you know, afterwards, I just want to take a comb to that beard and like, get the little goo out. No, I'm just kidding. Norm Farrar: Those are small children. Don't come with goo. Kevin King: Norm is actually a very professional beard eater. You could win the beer eating competition. How do you manage to do that, Norm? Does that take practice? Norm Farrar: It does. You'll notice if I eat soup, it'll be like this. Kevin King: That's right. That's the way you did it. Norm Farrar: Yeah. And the only thing, you know, Connie will bug me. Connie's my wife. You know, she'll sometimes tell me I have small children hanging in my beard, so I got to get them out of there. They like to play in there once in a while. But yeah, sometimes, sometimes you get caught. You'll have something in your beard and you'll walk around at a business meeting and somebody will just kind of point it out. Those are the nice people that point it out. Kevin King: And there's somebody that we both know very well that was pretty big time in the Amazon space a few years ago. They've exited now, but this person was anal about their teeth. And they would actually probably brush their teeth 70 times a day. They're constantly worried that there's something stuck in their teeth and they're gonna be having a conversation. And here's a little piece of food stuck somewhere. So they always had floss on them, always be running to the bathroom to make sure. I used to give him a hard time as well about that. But yeah, that's, that's a problem. I mean, I have the same issue. Sometimes, you know, my food just ends up on the floor. And it's like, oops, there's one for the dog. Norm Farrar: Yep, exactly. That's why we have dogs. Kevin King: But some people, they don't really discipline their dogs. So their dog, when the humans are eating, they'll come and be in the bottom of the table or begging or whatever. And my parents never properly trained their dog. So it always comes and kind of begs for human food when they're eating. And they'll usually throw something at it. And they just call it the dog tags. I'm like, well, it teaches them some bad habits, but okay. Norm Farrar: You know what, Kevin? That's like people who don't understand marketing or business. They'll throw it against the wall if it doesn't work. Well, that's just your week for especially an Amazon. That's your Amazon tax. You throw so much money away because you don't know what you're doing or you're not properly trained and you're just throwing your money away. Kevin King: You know, one of the things that's helping me actually not throw money away right now and actually making me more productive, you know, we had a guest on, I'm not sure exactly when this one's airing, but one of the guests was talking about the, she wrote a book, The 1 Person Million Dollar Business. Norm Farrar: That was great. Kevin King: Elaine's her name, so if you haven't I heard that podcast, go back and check it out. Or maybe this one's coming out before that one, it'll be coming soon. But we're talking about that. And, and there's something that's really impacting a lot of us right now. And that's, that's AI. And so how one person businesses, you might, you know, like she said, you might be the main person you use one per her definition was one person business doesn't have employees. So there's no payroll, other than maybe yourself. But you still could have contractors, you might be using a fiber person, or you might be using someone on Upwork. Or maybe you're using a VA, but they're not technically a payroll. So that was kind of her definition of it. And that was, it was interesting to talk about and we asked her, you can go listen to that episode to hear all the details about AI. And I know you and I are using AI quite a bit in our business and we just, you know, you and I have a big project that we'll be really announcing soon that we've been working on for a while. And just a few weeks ago, like I was saying, I flew up to your house, north of Toronto, up there on the lake, nice house and great dog and had some cigars and wife was making all kinds of stuff for us and keeping us well fed and hydrated. Connie, thank you. We powwowed, you know, and so one of the things that I told Norm was like, you know what, I do these a lot. I'll sit with my other business partners like Mark and another business and some other people and we'll take some notes on a piece of paper and of some things to do. But when you're having these brainstorming sessions, and we were going for what, seven, eight hours at a time? Norm Farrar: At a time. Kevin King: Like take five minutes to get up and pee occasionally. And we weren't like at a table, uncomfortable. We weren't like sitting there facing each other, you know, at a conference table. We were like lounging, like I think I was lounging. Norm Farrar: You were lying down on the couch. Kevin King: Lying down on the couch, not even facing you. And we're just throwing out It's throwing out ideas and talking through things and you lose some things in there. As you're writing notes, you lose things or you get in the discussion, you forget to write something down or you don't write everything down. Norm Farrar: Information overload, that happens too. Kevin King: But there's something that I had heard about that we had never used and I brought it up actually literally the night before sitting there on your couch, just chilling. We set the thing up and did a couple of tests with the TV talking. And this it's called the Plaid, P-L-A-U-D. And this device, you can go in the show notes and we'll give the URL for it. And I think there's even maybe a discount down in the show notes. But it's like less than 150 US dollars. I think it might be 139, 149. And it comes with like 300 minutes built in and then you can buy additional minutes. I think I bought 5,000 minutes for $70 or something, $79 or something like 10,000 minutes. It was cheap. But this thing will record, so you can attach it to the back of your phone, and it'll record phone calls. So if you're on a long conference call, it'll record the phone calls from the back of your phone using whatever technology it's using, your field or something. And then it also, you can just set it on the table. And you know, that's what we did. We just threw it on your coffee table. It's five feet from each of us. Norm Farrar: But it's a credit card size. Kevin King: Yeah. Yes, size of and the thickness and weight of a credit card and you set it down and then you hit record. There's two options. One is record phone calls. You already flip a switch if you're just recording live and we just let that thing roll and I would stop it every two hours just to make sure that some there wasn't some hiccup and we lost the whole recording and save it. So it broke it up into a few parts, but it was Once you record it, it'll make a transcript. That's no big deal. You can do that anywhere. But it also has these options for like meeting notes, I think presentation, mind map. There's several different options in there. And you just hit that button and within five minutes, you have a very thorough outline summary of what you just talked about with a to do list. And if you specifically say something, like when you're talking, we started to kind of catch on to this later. It's like, Norm's like, okay, I'm going to take care of opening this bank account or whatever. And so it would flag that, okay, Kevin just said, Norm is going to take care of this, opening this bank account. So we put that in Norm's to do list, for example. It'll do things like that if you say it, you know, you got to kind of say it. And it'll do all that. And it was, Amazing what it could do and then like on this going down the rabbit hole where you know you when you come back and you add that little nugget two hours later about some newsletter thing you thought it combined it all together and put it in the right place and like added it or change something. It was amazing what these tools can do now. So I'm going to start using that. We're going to be using it at my master Market Masters Think Tank in Austin for the people that We don't allow recording on any phones or there's no video recording in that, but if someone wants that as an option, I'm going to sit one down in the middle of the table and just give it just to them for their business and then probably start using it. Can you imagine if I had that and at the Billion Dollar Seller Summit, we do these masterminds where breakout sessions. Imagine if I had a plaid sitting in the middle of that table. We used to do this with a tape recorder. And we put it in the middle of the table. The audio wasn't so great. And then we had to actually back in that day, manually transcribe it or pay a bunch of money to some service to do it. And that's that's what we had. But now I can stick a plaid down. And 10 minutes after that session ends at night, like we did in Hawaii, I'm emailing everybody in that room. Here's the summary of everything that was just talked about. How freaking cool is that? Norm Farrar: Yeah, and it's formatted perfectly. Kevin King: And you're like, here's what you missed or here's what was discussed. You're like, implement now. Norm Farrar: The other thing when you're going to, let's say you're going to your event, you've got all these speakers out there, one of the big hangups a lot of people have when they do this, when they're taking notes, and I'm one of these note takers, one thing I've learned is that you can write notes, But you have action, actions points. So you might have 123 action steps that you want to achieve for that day. And instead of trying to look through your notes, I always, when something comes up, I'll highlight it and action point, you know, neck first one, then when I go back to the room, I'll try to get at least one of those threes done every day. Well, here's something you could do with this plaid thing. When somebody's talking on stage, you could either write it down or you could just say action point. And you've got action point one, action point two, action point three. Then you could just say, list the three action points. Then it'll summarize that. And we never did it. I'm just thinking about it right now. And there's other ones on the market, but this is definitely, when you came over and was showing it, I think it was probably one of the best AI tools that I've seen. And afterwards, you sent me over all the notes. I've got them, I threw them into Mac Notes, and now I have reference for all of this. It's fantastic. Kevin King: I mean, that's just one example of AI. A lot of people are worried AI is going to be taking jobs and AI is going to be putting us out of business. It's going to happen. I can see it with PPC agencies where AI is going to start. It's just going to be better than a human, doing more consistent and better. You're going to have a PPC agency now that might have 20 employees that are managing all these different accounts, and that's going to cut to two or three. And they're going to be overseeing AIs. So there's going to be some changes like that. But also, I mean, AI right now, it's an invaluable tool for me and my businesses. I mean, I don't don't depend on it. It's not doing and none of my stuff isn't doing 100%. But just another quick example is, you know, my newsletter, Billion Dollar Sellers. I, the newsletter comes out, and I was just at the driven conference. And they're talking about, you know, newsletters are a major thing right now. And that's something that you and I are going to be helping a lot of people with soon. So if you're thinking about doing a newsletter and want to launch one, watch this podcast or keep an eye on what Norm and I announced soon. But these newsletters, Not everybody can read it. You know, they might start reading it and they go down a rabbit hole or the phone rings or the wife comes in or something and they don't finish reading it. But what if you could take the newsletter and listen to it? Norm Farrar: In your own voice. Kevin King: Yeah, it's like the NPR. And so it's me reading it. So it's still personalized. It's not some robot reading. I mean, you could have a robot reading it, but it's me reading it. So, what we've done on my newsletter is I've taken, or it went into podcasts, just like this, and it was actually the AM PM podcast. They grabbed a bunch of me talking, created a voice profile of me, and then now the newsletter gets fed in to an AI system, and it's transcribed, and then read in my voice, and then there's a little bit of fine tuning that goes on. A human at the end does a little bit, you know, About 10% of the work, but it's 90% of the work is all automated. And now I've got a brilliant podcast. That's my newsletter. So I put that out on the podcast platforms. And you can find it, you know, so there'll be people that have no clue I have a newsletter, but they're searching for Amazon topics or something, or digital DTC topics, or AI topics, whatever, on a podcast platform, or even on YouTube. And here it is, and they go, I didn't know I had a newsletter, let me go sign up for the newsletter. And I'll keep a few things back that are only in the newsletter. So that you're motivated to sign up for the newsletter too. But there's, I sent this out to three or four people, you saw a prototype of it, you didn't see the final one, but it's a little rough, we've made some changes. But I sent it out to a couple other people, friends, and they're all like, what did this? How'd you do this? This is so freaking cool. I would definitely listen to this. And so that's another cool thing. That you can be doing with your content and we're doing it for this podcast. I mean, Marketing Misfits is audio and video. So you're listening to this and sometimes, you know, we go for an hour, hour and 10 minutes. And we know, we can see in the stats where people drop off. They watch for 15 minutes. And oh, by the way, If you're watching right now, you actually need to subscribe to this newsletter. Make sure you hit that subscribe button. Make sure if you're watching on YouTube, hit the subscribe to the channel so you never miss an episode. If you're listening on a favorite podcast program, make sure you add us to your regular downloads and hit that automatic download so the next time you're on an airplane, You've got us already there, you don't have to wait for it to download, competing against everybody else on a crappy wifi on the airplane. Norm Farrar: My son tells me to ring a bell, so do that. Unknown Speaker: Ring that bell. Kevin King: Ring a bell. And comments, you know, make sure, that's how you'll help us grow. If you've got some comments or something about the newsletter, please let us know. Norm Farrar: Share and repost. Kevin King: Yeah, share and repost. If you see any of our little snippets that we do on TikTok or YouTube shorts or Facebook, feel free to repost those or comment on those and help us out. Help us grow this newsletter because it's going to help us grow. We have some stuff coming with the community around it. It's going to help us all out. But on the same note, we're taking the newsletter because maybe you don't have an hour to listen to everything. You would love to, but we're taking the podcast because maybe you don't have an hour to listen to everything and turning that into a newsletter. So we're using an AI tool that's going to listen to this transcript. It'll pull out the important stuff. And there's a little massaging that goes on, but a little bit of human massaging, so it's not 100% automated. And it will be a newsletter. So you can read it in five minutes or you can like, okay, here's what everything they talked about. It's better than the little show note descriptions that you get on the bottom. Oh, this looks interesting. You'll hit a button and it'll take you right to minute 42 and seven seconds where Norm and I are talking to Elaine about this or whatever it is, and you can listen to just that little segment. It's going to be really, really cool. So that's another example of just AI. How are you using AI in some of your businesses? Norm Farrar: Well, let's just take that for example. So if you take that audio or if you take this podcast, we can create a blog article out of it. Now, we don't want to just Put a transcript into a blog article you could but to get the best out of it you would take this. Get it to summarize so get AI to summarize it and then you go out and do your research and you can create. Not only a blog article, a really well written SEO, like just a great blog article for your site. And you could put things in like the repurposed or the full podcast or the audio right into that blog article. So driving even more traffic. One other thing that we do a lot of and we're going to be doing a lot more of this in The Marketing Misfits is content, little snippets, going out there to different social media outlets and just taking original content and just chopping it up, putting it out there. I think A lot of people don't want to listen to an hour-long podcast, but they will listen to different segments, 10 minutes long, 5 minutes long, or even 30 seconds long if it's a good little nugget. Those are some other things. Takes a bit of work, but when you refine AI and the tools that you use for this, it's super simple. Kevin King: Yeah, there's a lot of cool tools that will take it. Some are, like you said, better than others, but some will find those really good points. You can even take You know, even take the podcast stuff and the behind the scenes data, some of these tools and like see where the highest engagement is or the highest, where the browsers forward on a podcast that someone's watching on YouTube, and I'll pick out that must be more important and caught somebody's attention, they're paying more attention, they'll do all kinds of Stuff like that, but there's a big trend right now towards micro content, so less than 10 minutes. A lot of people don't want to spend 6 hours going through a course, but they'll digest little 10-minute things. So like Norm said, Marketing Misfits and Dragonfish, two of our things, you're going to see a lot of that coming out from us, from some of the top experts in the business. That's AI, it's got a system, there's still human involved that oversees it, make sure it didn't mess it up. But that's another cool example there. And like you're talking about on the SEO, there's tools like Jasper, which was one of the original people to have an API back door to like chat GPT one or 1.5. And there's also some tools that are made for SEO. That you take the transcript and you say, these are the 20 keywords I really need to rank for. Emphasize all the content around these phrases or these keywords and it will rewrite your transcript, emphasizing that and placing them in the right place, putting the right H1 or H2 tags or whatever, do all the stuff that that you want, and create SEO. Now, I don't know how much longer, honestly, I'm a little pessimistic on SEO right now, because I think AI is going to pretty much shatter a lot of the SEO stuff, you're still going to need to do it. But I think it's a $91 billion business that's in trouble. And, but we'll see what happens with with the AI stuff around that. But still, that's still a good strategy as of right now to be to be doing that. And you just may have to modify it later. But even in, you know, I use three main AI writing tools. I don't know what you use, Norm, I use perplexity, because it can go out perplexity.ai, Apple's a big investor, several other, but it can go out to the internet, so it can get real time data. I use Claude. And I use chat GPT, or open AI, whichever you want to call it. Those are the three main ones I use. I don't use Yama. from Facebook, and I don't use copy, I don't use Google's Gemini or whatever it's called. I just, but those three and a lot of times what I'll do is I will write something, I'll write a prompt, and I'll put in all three of them. And each one of them will spit out something usually different with the exact same prompt. And I'll look at like one of them is usually it varies which one's better. Sometimes Claude's light years above the others. Sometimes chat GPT is I'll take them, and then I'll take the best parts out of those three. I go, I like the way this first paragraph is here in Claude. I like the way the second paragraph is here in ChatGPT. Oh, the headline that Perplexly did was killer. I'll put all those together in a notes document or an Amazon text, a BBEdit or whatever on my Mac. Combine it and i might go and tweak it a little bit i don't like the way it said this word said this. One word seven times let me take that out and i'll put it back in to all three of them again say give it another prompt to rewrite this with whatever kind of tone i want or voice or whatever i get some pretty amazing results. By doing that, I use that sometimes for my newsletter, use it sometimes for marketing emails, use it sometimes just to get ideas. I'll even use perplexity Like on the newsletter, if I need a graph of something, I'm writing a story about, I don't know, UPS stores and being overwhelmed by Amazon return packages. I need a graph. I could go write a prompt in Dolly or Mid Journey or something and create a cool little graph like you guys do for Lunch with Norm with yourself. Or I can just type in, give me a five minute complexity, show me 10 charts of UPS return volume, how is it impacting a UPS store and how the volume was five years ago versus now with the one year segments. And it'll go out and it'll find some graph that was in shipping logistics magazine or something and spit that out. I can grab that and you can use that and reference it in my newsletter and reference it back to them. And it's a great tool for that versus going on Google and trying to find this stuff. It'll spit a whole bunch of them. So there's all kinds of cool stuff you can do there. Norm Farrar: Yeah, one of the other tools out there, apps, I don't know if you've ever tried it, it's Koala. And it's an incredible writing app. You go in and you buy the words. I think I just bought 2 million words or something. But you can use it and then you can compare it. The other one, we just mentioned it, phrase.io. Overlooked, I don't know, a bunch of smart guys that developed it. I don't know how well their marketing is, but it's probably one of the best tools out there. One of the big differences between phrase.io and everything else, and phrase, by the way, is F-R-A-S-E.io. It goes out like answer the public, which it's almost like a mind map. If you're not familiar with answer the public, you put in a keyword and then you've got all these offshoots of the keyword or questions you would ask. Same thing here. The biggest difference would be those questions would be blog articles, but their number one rated blog article out on the web. So you could take those blog articles and you could dig deep into it. And then you can summarize the blog articles and other articles similar to it, send it over to your writer, and they can take that information and rewrite it. So you've got original content, and then it's going to score it. It's going to say you need to do these five things. And you'll see it go, you know, different colors. Green is, you know, the best, but it's going to give a percentage. Kevin King: That looks pretty cool. I haven't played with that. Norm Farrar: Yeah. Yeah, I've got an account. Kev, if you need it, I got like 2 million words we can play with. Kevin King: All right. All right. I got like a million ideas, so that'll get us started. Norm Farrar: So that's just something, there's all these like perplexity clods, all these apps that come out there. What's that one that kind of puts it all together? Super tool, I think it's called super human. Yeah, that bring all the tools together, but there's so many coming out there. But It's like the beginning of Amazon. At the beginning, there was just a couple of people in the service industry. Then it became shiny object syndrome. I was caught up in it. Every time there was something new, it would distract me. That's the same thing with AI. You don't have to be distracted. If something's working for you, it works for you. Don't get distracted. There might be some other things coming down the pipe. A great idea, and you mentioned it, there's another app you can get, I think it's called Summarize, they might have changed their name, but it takes Perplexity, Claude, Chat, all of them, and summarizes what it would come up with. So you could take a quick look, it's like looking at CNN, Fox, NBC, ABC, MSNBC, and it's at your fingertips. Kevin King: And there's some other tools, you know, that They're pretty cool too. There's an old tool called snipply.ly where you used to be able to link out to an article or you could create all these SEO pages that would link to some article on another website, but it would pop up an ad from you on that other website. It kind of does an iframe, but there's some cool AI tools right now that will do that and will follow you around. It almost creates, it's not a cookie, but it creates this, I don't know exactly how it does it, but it follows you around, even the social media, deep links and everything. And it will pop up and it will like, Oh, did you forget to add this to your cart? Or did you? Are you sure you don't want to sign up for the newsletter? There's some really cool stuff that's that's out there around AI. And like you said, the gold rush, there's tons of AI tools, you can go to is there an AI for that, I think is one of the sites. There's a few of these are like massive directories. And they list type in what you're looking for. And here's a list of all these tools. And there's some people that are making bank right now, just creating AI chatbots and AI tools. It's some amazing tools that can be used. And some of these are, you know, they're still getting their feet wet and working their way through, but there's some that are sophisticated enough that are really cool. Norm Farrar: Well, you know, you were talking about Colin, I just happen to have the book here, this Start, Scale, Exit, Repeat. So he goes in and he breaks each one of these modules. It's kind of like a business reference guide. So starting a business, there's four main sections and it's broken down into multiple different sections. By the time you get through all of this, it is, well, no matter what part of your entrepreneurial journey You'll be a much better entrepreneur once you get through this. So what he did after your conference. He said, Oh, he's going to create a chat GPT for a workbook. So now he's broken it down into four workbooks and it, it allows you to go through that full business plan journey. And, uh, uh, it's all done on a custom chat GPT, four different chat GPTs, and it summarizes, it goes through everything. And it just asks you a question. What do you got to do here? Uh, there's dependencies. You have to know this before you can go here. And he showed it to me the other day. The workbook is on Amazon if you're interested. This one is strictly for start. But it's something you can use to work your way through this book. And you're going to see a lot more people using it. Another revenue stream because you go and buy the book and now you have the custom chat GBT plus the workbook that you can buy. Kevin King: Even in his case with that content, if somebody listening has a course or something or something for your VAs or for your staff and you want them to pass a test, And they got to go through this training. You can take the transcripts of YouTube videos or looms or whatever, or your FAQs, dump it all in. And there's AI tools that will create a quiz from that. And it will go in and create a random quiz. So it's not the same answers every time based on that data. And you can make your staff You know, they got to get a certain score, get 20 questions, you got to get 15 or 16 of them right, you know, in order to get a raise. And then every three months, they got to do a new quiz to keep them on top of their game that has additional or newest, latest stuff. AI will do that whole thing. You don't got to sit down and like rack your brain, like reread, okay, how to word a question, it'll do this in like three minutes, knock the whole thing out and create a back way to score it and all kinds of stuff. Another thing with AI is you can do a lot of gamification. There's a lot of gamification stuff that you can do. If you haven't dabbled in AI, I highly encourage you to start messing with it and dive deep. You can get garbage, but I've noticed that a lot of times the garbage is based on the input. There's a seven-step process. That we'll talk about in another episode to actually good prompting. And there's seven things you gotta do. You gotta do that right. If you just type in, rewrite this story for me. Norm Farrar: Just kick Dallas in the face, by the way. Unknown Speaker: Oh, poor Dallas. Kevin King: It's not going to give you the results if you say, you're an expert, blah, blah, blah, act like this person. Don't take no for an answer. You're very, very specific. It's a much longer prompt. And I want three things with bullet points. And I want two paragraphs after it that have no more than 50 words in them that are three sentences or less. And I want you to give me this and be authentic. Don't change any numbers. Think through it very carefully. That's a phrase that If you should put in almost every prompt, think through it very carefully because what it'll make it do is it'll make it process and then go back and look at what it processed and I'll show you on screen how it's rationalizing. And then it'll give you the output and it actually can create better output. So there's little things like that that can make a difference. And so if you get good at that, and it's not hard to do, you can get some amazing results from some of these tools. Norm Farrar: You could also go out and hire somebody now. It ranges in price, but if you don't want to do it, you got to know this stuff. I hate accounting. I had to take a course in accounting so I could start reading financials properly. You know, you've got to take these courses. I like the creative side. So same thing here with AI. Kevin King: I think PL was pepperoni lasagna, right? Norm Farrar: Yeah, exactly. Kevin King: Oh, pepperoni lasagna. Norm Farrar: Isn't it? Kevin King: Until you took the course and now you understand. Norm Farrar: It's not. But you know, we know some really great AI people, the guys that jumped into it, right? Some women that jumped into it, you know, right away. But one of them that really impressed me, John Benson. Kevin King: Yeah, that tool is amazing. Norm Farrar: Nobody talks about it, which is kind of good because you can make some really, create some really impressive just marketing collateral in general. But he spent time just creating the prompts, like the pre prompts. Kevin King: Yeah, so what John Benson did, he's one of the top copywriters, people paying him tens of thousands of dollars to write an ad or write a newsletter, email sequence or whatever. So he took his thought process and he took a lot of the information of all the top other copywriters of the past and present. Put it all into a database, had AI learn on it. Then he pre-prompted it, like what Norm says, like wrote these, like what I was just talking about, really good prompts that are very specific to marketing and psychology and emotions, versus ChatGBT, it can be okay, but it's not geared towards that. It's geared towards more a general use. And so you can get it to do some of that, but you gotta really prompt it right. So he's prompted that, and then behind the scenes, they have APIs into all the chatbots. And so they'll go out and get results back. And then like you said, they have their own version of summarize or whatever, and we'll summarize the stuff and spit out a seven sequence email campaign or they'll spit out a landing page or a website copy or a VSL for a video sales letter. It's got all these different options in it that you can choose. And if you don't like it, you hit a button. But instantly, I've used that for some marketing and created some brilliant I still tweak it, so I don't write something, I'll still go back and I'll tweak it. I'll still take what Benson does and I'll still throw it in Claw, ChatGPT and OpenAI, just like I talked about. And a lot of times, I'll even write something the first draft and then throw it in and say, make this so much more compelling and put all the objections and it'll prompt you in some of the areas. You go through 20 or 30 little questions, we're going to say, what are the objections to the product? What is this? What's the avatar? Norm Farrar: You've got to think. It's not garbage in, garbage out. Kevin King: Grab this information and spit it back out. It's brilliant. He told me one of the ways they train it is, this is a mistake a lot of people made. It was on a thing a couple of days ago that I was listening to on one of the masterminds And he's like we don't always train it. The mistake a lot of people make is they go find something similar to theirs and then train something. Say here's three emails from my competition trying to sell their course. Let's say they're selling a course. Read these three emails. Look at the structure. And model me an email similar to this for my course. That's kind of the general process. And you say, that can help. You should do that. But you said you should take it a step further and go find other stuff that's working that's not your business. So maybe you're selling a course on how to do Facebook ads. Go find someone that's doing webinars or a course on how to start a A car wash business, or I'm just randomly throwing out ideas here, but that you see the data from Facebook and some other tools that this course is crushing it. This guy is like selling car wash, washing franchise or courses left and right every time he runs one. And then take that, throw it into Benson and say, now look at the patterns in this and combine it with my Here's a rough outline of my data and the three and this guy that's doing car washes and here's another guy that's selling you on how to do stock market investing or crypto investing that's crushing it with his webinar. Find the trigger points and the patterns in that and apply them to mine. And he said, you can put this thing on steroids and just really blow it up, which I had not been doing. I'd always modeled on someone similar. And I was like, that's a really smart idea. And he said, yeah, you can get even better results by doing that kind of stuff. So that's what an AI can do this stuff in minutes that would have taken you, you have set aside a week, sometimes, for a good copywriter to write all this stuff. Norm Farrar: Yeah, one of the things that I've talked to a bunch of people, some are marketers, some are not marketers, they go into AI, whatever platform that you're using, they'll see an email sequence, or copy for whatever it is, it could be a blog article. And it's like, wow, this is awesome. And then I've seen it and I've gone, well, this might be awesome for somebody who knows nothing about marketing. And that's what you have to be very careful of, because if you just put in something very general, something will be, even if you've tweaked it a little bit, you could still be coming up with crap. You know, it just, it won't sell. Kevin King: I just did it. My father is in his 80s and he loves to read. He probably reads three books a week and has for years and he's just an avid reader about history and odd subjects and everything and he loves to teach. He was a teacher originally when he got out of college for a few years and he loves to teach. So sometimes at the senior center, he'll go and he'll make a presentation on something. You know, here's the history of Texas because he loves the history of Texas or Some other, you know, what was like to be in Vietnam during the war or whatever. So he, when I went to see him Father's Day a few months ago, he was, he had a couple of presentations that he'd been working on trying to do these in PowerPoint. You know, his design stuff sucked. And in the writing, you know, it just, it looked like a third grader did it. He's just not technically savvy, but he had the basic structure that said, Dad, I can take this and I can, I can clean this up and make this look professional. I said, yeah, this is embarrassing to put up on the screen. He gave me his original slides and PowerPoint, PPTX files, and I threw them into beautiful AI and a couple other tools and said, pick some designs and pick some fonts and whatever and said, make me a presentation out of this. It made a really nice presentation. I still had to go in and tweak it. It combined like two of the slides into one and kind of confused one of the boats for another boat. So I had to do a little bit of cleanup. But overall, it was really good. So I sent that back to him and said, Oh, man, you didn't have to put all this work into it. I didn't mean for you to spend hours doing this. No, I spent like 20 minutes. I had to learn the beautiful AI. It took me longer to put my credit card in and sign up for a $10 subscription than it did to generate this. And so he then went back and cleaned it up a little bit, which he could do, fix a typo or swap the pictures around. But now he's got a really nice presentation that he can go and deliver to the seniors. That's AI doing that. Now, there are tools that AI will write the whole presentation. You type in, I got to make a talk on the history of the Civil War, and it needs to be 30 minutes or less, and I need a minimum of 15 slides, and I need this many graphics, and emphasize the Battle of Gettysburg or whatever. It'll make you a presentation. I don't do that kind of stuff. I still write and create the outline and just have it. Make it better. It's almost like my editor or my second person. And so I'll do things like that, but I don't let it write the whole thing. Norm Farrar: All right, I'll make a confession. I didn't want to do this, but you know the one lady that I had working with me that was the party girl? Her mother died three times. Remember that one? Kevin King: Yeah. Norm Farrar: Okay, true. She came up with the excuse before I let her go that her mother had died three times. I don't know. I know that's pretty impossible. She went away. She went out on a party binge. It was Friday. And I thought she was going to be around on the weekend. We made these arrangements to help with this presentation I was doing in this mastermind. So it didn't happen. So I tried her on Friday, didn't get her, tried her on Saturday, tried her on Sunday. And all of a sudden I was sitting here going, I got to do this whole thing myself. So I went in, And I typed into ChatGPT, it gave me this outline, I edited the outline, went to Wonderslide, put it into Wonderslide, and it just put out an incredible presentation, which I presented for the first time on this mastermind. It looked like it was fantastic. And it was all done in seconds. It was fantastic. Kevin King: Do I know that mastermind? Norm Farrar: Well, I'll just put it this way. It has to do with the retail. Kevin King: OK. Norm Farrar: Oh, my God. Kevin King: Yeah. Sometimes it's clear, too, when AI has done something. So you've got to be careful. You don't want to You don't want people to think that you're just not, you don't know the subject or you just said that you want to do it. And you go through it, make sure you're familiar with the content too, you know, practice going through the slides so you don't hit it with a surprise, especially if you're using some of these tools. But there's some amazing tools. There's tools in the Amazon space that you and I are heavily involved in and people are using to analyze all their PPC reports. They're using to write claims, they're using to write their bullet points and help them with all that kind of stuff. These tools are only gonna get better. I mean, you gotta pick and choose. There's some that are better than others, but I saw now there's even AI. I think TikTok's got it built in with their creators. You can upload a video of a creator and they gotta be doing a few things and TikTok will take that video and create an AI of that video and then you can throw in other products or other words in their mouth and it'll move their mouth and stuff just exactly to it. I was just watching yesterday on Netflix, there was a popular show about the boy bands, the Luke Perelman that started NSYNC and Backstreet Boys and about 20 other boy bands and it's credited with really revolutionizing the music industry back in the late 90s and 2000s. It turns out this guy is a massive Ponzi scheme dude and like a master fraud and ripping people off behind the scenes and just really catching people by surprise. But they had written a book about how to scale your business or big old thick book. So they in the show, they were taking, they took a video of him sitting at a desk, which was a different interview. They took passages of the book, and they had him mouth the passages of the book. And so it looked like he was really saying the stuff in his voice. So they had AI sample his voice, AI took out the text of the book. So he's reading a couple sentences. And then they put a disclaimer down the bottom, this is a simulation or this is, you know, AI generated. This is his real words from his book, but he's not actually saying this in this video. But it looked freaking real. And you can do that now with TikTok where you do something similar where you take the creator and they can create all these AI videos of them saying other things and you can test. If they do this close or they do this close, if they start with, hey, everybody, how are you doing? Or if they start with, yo, what's up? You can test the different openings to see which one has a better hook and just all kinds of stuff. And then the tool will zero in on like, here's 1,000 different tests. Oh, the best opening is this. The best closing is this. The best price is this. We'll change their mouth and their words to say all this. And we'll run this ad and crush it. I mean, you can do all kinds of cool stuff like that. I mean, the list just goes on and on and on. Norm Farrar: Just think how much fraud will be going on. Just imagine. Kevin King: It happened at the shooting of Trump back in July. You know, when that happened, they didn't know who the shooter was. And so I think they announced it like three o'clock in the morning, one morning, they kind of put it out there. Here's the guy's names. A couple hours, there was videos on TikTok of this guy. Someone had found some other video he'd done on Facebook of this guy doing his manifesto, you know, his final. Norm Farrar: Yeah, that's right. Kevin King: And they were, you know, him, you know, in reality, he did not, but someone created that, and actually put that out. And there's no disclaimer or anything. And I know, Google and Yama and some of the others are putting Like this, the watermarks created by AI on stuff now, but there's a lot of stuff that doesn't have and there's tools that basically are misfits and say the heck with the system and the censorship, we're going to do whatever. Norm Farrar: Yeah, so let's just go back to the TikTok for a second. I think that we should give our listeners or if you're watching on YouTube, we should upload our TikTok dance that we did back at the White Label Expo many years back. Do you remember that? Kevin King: We did a TikTok dance? We did. Norm Farrar: We did. Kevin King: We actually do a TikTok dance? Norm Farrar: We did. It wasn't like all planned out. We were just kind of wiggling and jiggling. Kevin King: You weren't even drunk because you don't drink. Norm Farrar: It was right in the White Label Expo. It was right in there. We just did something. Kevin King: Oh, yeah. I think I remember what you're talking about. Norm Farrar: Yeah, we'll post that. We'll post that. Yeah. Kevin King: What was that? 2019, 2020? Something like that. Before COVID, I think. Norm Farrar: Yeah, before COVID. Kevin King: Well, that's the time when we headed over to Caesar's Cigar Lounge because we're like, okay, this show is like nothing but CBD dealers. Let's head over to smoke a cigar in Caesar's Lounge. I think that's the one, right? Norm Farrar: That was, your memory is very good. Kevin King: I remember the important part, or the whiskey. Norm Farrar: The whiskey. Kevin King: And the little smoke glass and smoking inside. I ended up buying one of those, a little whiskey. Norm Farrar: See, even that, just thinking outside of the box. And that was the first time I've ever seen that. I don't know. I don't go into a lot of bars, but just seeing the overall experience, I would have paid a lot more just to see the experience of that bartender smoking up the glass. Now it's more common, but back then it was the first time I ever saw it. Kevin King: First time I'd seen it too. Norm Farrar: Yeah. Kevin King: Yeah, I actually ended up buying one of those things to have in the house and I don't think I've ever used it actually. Norm Farrar: Maybe you can do that with my Coke Zeros the next time I come over. Kevin King: Yeah, that would be cool. You know, the carbonation coming over. Norm Farrar: Yeah, there we go. Kevin King: Yeah, that actually would be cool. Norm Farrar: Oh, by the way, I have to tell you this. So, I think people have heard the story about me eating Kevin's dog's ice cream. Like, who buys their dog ice cream, right? I mean, it was ice cream. I ate it and… It's ice cream for dogs. Kevin King: It's actually made for dogs. Norm Farrar: Right. Like, it was just like purified or pureed meat. That's what it was. And I threw it out, I buried it, because I was embarrassed. Kevin King: Like a dog, you bury it like a dog. Norm Farrar: So we have a pet chain up here, and Dallas had his birthday a little while back, and they sent over a bag of sweet potato biscuits, a whole bag, and this banana yogurt. For dogs. And it reminded me because it was in these little cups. And I thought I should have given Kevin this when he was here to get back. Kevin King: Yogurt? Norm Farrar: It's frozen yogurt for dogs. Kevin King: It's really good. Yeah, that was that was hilarious when you did that. Norm Farrar: Oh, my God. All right. Well, looks like we're getting to the top of the hour, Kev. Kevin King: Yeah, we gotta go save our energy for next week because we'll be back again next week with another podcast. You never know if it'll just be us. A lot of times, we bring on really interesting guests. Actually, most of the time, it's interesting guests, but we like to mix it up a little. If you haven't checked it out, make sure you go to Marketing Misfits on YouTube. Check out our channel there. You can go to marketingmisfits.co. It's .co, right? Not .com? Norm Farrar: It's just to make sure everybody gets this right, marketingmisfits.co, not dot com. Kevin King: Yeah, and you can you can read about us there. You can find links to the Audio podcast, if you want to check that or the YouTube, if you're vice versa, if you're listening to this on audio, be sure to subscribe to the channel so you get notified every Tuesday when a new podcast comes out and you don't miss anything that we do. Sometimes we do special webinars or those special bonus training things. You don't miss any of that kind of stuff and give us a like or a thumbs up or even a comment if you want to. Norm Farrar: A review. Kevin King: We like good ones. We like bad ones. We like ones with pictures. So whatever you want to do, that would be awesome. It helps us grow this podcast. And, you know, we're just getting started. It's only a few months old now. So it's just starting to get its legs. And hopefully, you know, a year from now, you can say I was there in the beginning. And I've seen this thing grow. And now they're crushing Joe Rogan. Unknown Speaker: Oh, yeah. Kevin King: And you'll see in the news that marketing misfits $400 million contract with Apple, Apple primers. Video or something like that and you'll see us on there and you're like, I knew these guys when we don't be there. So that's what you if you help us out. Norm Farrar: You can share and some of the reward see and you could tell what episode it is by the length of my beard. Kevin King: That's right. Norm Farrar: There we go. Not going to cut it. It's going to really grow. All right. And don't forget to ring that bell. Kevin King: That's right. Ding, ding, ding, ding, ding. Unknown Speaker: All right. Norm Farrar: We'll see you later, guys.