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Jen, my dear, my darling, the sun
is actually shining here in Chicago. We are deep enough into
spring summer. that, you know, there's a
song in my heart, and then I get to see your beautiful brain
and face. an eyebrows, which, you know, inside
joke, you don't get to know about listeners. But in the meantime, I get
to ask you for their benefit. What
do small business owners need to focus on this week?
Well, it's funny actually. I love that you even brought up the weather.
because I think when it finally warmed up after, like,
the death winter cold, and we're all like, oh my god. This sun's out.
It's time to go outside. That helps kind of tap into
that creativity. So what everybody needs to do is find your
child like creativity. Oh,
okay. Well, not something you normally hear from
ads folk. Like, oh, let's get creative. Normally, it's like, we must
obey our overlords the algorithm, and we must appease the
algorithm. And we must have the right numbers of characters and
the right carousel. And you're like, not, man. Get creative
anomaly that get childlike creative. Okay. talking about the
algorithm. I call them the traffic cops because --
That makes sense. You better will be. Right? but it's just I
mean, I don't care. Like, since the literally the beginning of the
Internet, whoever you wanna believe invented it -- Of course.
Of course, it was Algar. Mhmm. But yeah. I mean, honestly,
like, it always comes down to having unique,
good, content and
forever that has been defined as something as
an authority or something as your own personal expertise. like your
own personal opinion. Yes. So if you're just you
and you're good at what you do and you share that, like, that's what you
need. But we get I make it 2 into this, like, TTT
mode and, oh, I have to show what an amazing or tell what an amazing
person I am and all these things I know, and Just be
you and have fun. When you share that, people are attracted to
you. I love the idea of teachy, teachy. I know I dug
definitely fall into the trap of TTTG. Oh, god. Me too. I
feel like I my my 2 post categories are TTTG and
flayly flayly. I gotta meet you.
Rainy, rainy that in. Yeah. Philly,
freely is fine, but I feel like it's it's kind of these 2
very polar effects of them. Like, hey. Are
you having a bad day? That's okay. Your business
will be okay tomorrow. Just go send an email. And on the other half,
I'm like, these are the five piece of effective funnels.
Oh god. Like, it would just give you another one
where you're like, guess what? I'm having a bad fucking day. I'm like,
and I'm gonna talk about it. Right? That's that's the thing.
You know? Right. It's that non performative
transparency. Right? And -- Kinda like a podcast that I
happen to know. Maybe too legitimate. Wait a minute. What?
What? Well, I now it's meta.
Listeners spin the top like inception. Is it still spinning?
Mhmm. But no. I think that that's true because there
are so many areas of marketing. where
we're really pressured to be create like, to be creative
engines and to express and be authentic and to
be transparent. And then there's the ads world
where most of the narrative is like and then kill off that
part of your brain and run a Facebook ad. Perfect.
When when actually truth be told, especially on Facebook?
that ads that work the best are literally the ones where, like
like, you're doing a live and you've completely fucked it up in the middle and
you turn that into an ad, those work the best. That's
hilarious. And a little unfair. You know? Like
-- I know. It's a It's a little unfair in that,
you know, when people find the easy road that you've been paving
so much and then somebody just whizzes by you and you're like, Oh,
lovingly fuck you. Like,
how did you find that hack? I've been freaking
mowing this corner a lawn for 3 days, and you
just come up and zoop there it is. Right? Like -- Okay. -- you
know, the people that find the treasure at the end of the Indiana
Jones movie, and it's like, where have you been this whole time? How come
did you get that treasure now? But, also, like, it feels a little
unfair, but they did something different. They went out of the
norm. They hacked the system. Right? And so I love the idea
of, like, a blooper being a really effective ad
because I think sometimes, especially on Facebook, We
are still forgetting that people are not on
Facebook to buy from us. Right?
We felt they're there to be social and have fun and connect with
people that they, like, wanna connect with, and we forget that.
Yeah. I mean, I do. I'm on Facebook to, like,
say happy birthday. Watch the Rockettes
reels. And occasionally
get recipes. Oh my god. I watch so many dance rails.
It's a sir. Like, I love that we are living in
say what you want about rails in TikTok, but I love that we
are living in the era of the dance video. Yes.
Mhmm. It gives me so much freaking joy.
But, like, that's what I'm on Facebook for. I'm on Facebook to watch
dancers duet with other dancers. They'd be like, isn't this amazing?
They're in a ballet in Morocco, and they're in a ballet,
cargo, and they're dancing together when it's time to be alive. Like, I'm
not there to be like, oh, yeah. You're right. I should stop
everything I'm doing and consider the addictive side of my personality and how
it may be stalling my professional growth and how I can leverage time management
to use
a new software system. Like, I don't care. I'm watching
because our cats kick over my head. I don't care. So you may
as well Take the pressure of
perfection off. Take the pressure of the algorithm off and
not even try to be funny or clever, but just be
and put out whatever your most shiny, transparent thing happens to be,
and kind of build the campaign around that. Am I hearing you right?
Absolutely. Yeah. I mean, there there has to be there
still has to be both. Right? We have to have a mix of when
when people like, if you're doing the things that are you that are
just authentically you, you're being, you, And
that stuff catches people's attention and resonates, and then they're like, wait a minute. I
kinda like this girl. Like, what what is this all about that she's
doing? Then they're gonna go look you up. And that's where you have to
have the authority, the fun, the engaging,
the TTTG, like, those kinds of things. It's not just
the fun you. But if you're missing that part, like, you're totally
missing out. And here's the super shitty thing I'm totally gonna get on my high
horse here for a get on it. Let's -- Hold on. Let me build you
a staircase up to your high horse, and let me hold
the horse in place for you. I'm petting the high horse awaiting your
arrival. Yep. Get on it. If all you're doing, which this is the
truck we all fall into, I do it myself. But if all you're doing is
the TTT and maybe the flaky flaky? then
and and your posts are not getting watched or seen by people
because that's not what they're there for. It's not a personal judgment. There's not
there for it. They're not gonna do. Yeah. And and if
they aren't getting any engagement, then what happens, and I'm sure
probably a lot of people can resonate with this, is is the traffic cops are
like, your stuff, people are just
scrolling right by. Like, they're not really engaging. So it
must be spam. So we're just gonna treat
you like spam and not show your stuff to anybody.
And that's what happens. That's why everyone's like, oh, organic marketing doesn't work. It
does. You just have to do what people are there
for. Right. I mean, we've all had the experience of,
like, watching a really funny
show on something that still has commercials.
And, you know, we're laughing. We're loving life.
where just, like, oh, this show is so funny, and then there's, like, a quick
cut. Like, especially if you're watching on something like Pluto. I love you Pluto
TV, but your commercials are atrocious. codes you're free and you have
to. But, you know, you're watching something hysterical. It's a real cut up.
You're dying, and then suddenly it's like, in the arms
of the angels, and they're Sarah McLaughlin with the damn puppies. Well,
I'm -- Yeah. And you're like, no. No. No. This not where my mood wanted
to go. I don't wanna go here. I'm happy. Yes. I'm happy.
Don't make me go into sad puppy. No.
It's like the breaking news on your day that you don't want. And it's
like, don't do that to people's social experiences.
It's you're gonna talk about important stuff. You gotta find a
way to fit it into the conversation or scroll conversation or scroll
tone that they're already having with the exception of LinkedIn. I
will mess with people on LinkedIn all the time.
Yes. It's a business platform. That's what people are there for to
do. Right. I feel like everything over there is Sarah McLaughlin and the sad
puppies, and then I go in and I'm like, Hi, guys.
What are you doing? Oh my god. I mean,
it's my favorite LinkedIn interruption story will always be
friend of the show, former guest Laura Cleo, freaking hero,
introduced herself in my LinkedIn group next to a friend
wearing a giant vulva costume. And
because I had just tagged everybody in the group,
that picture of Laura and her very vaginal friend
was everywhere on LinkedIn. I heard about it for weeks. People
are like, Why is this at my feet? I mean, I'm happy, but, like, what
is happening? And I'm like, this is how we take over at LinkedIn. Okay. That
is. Yeah. One vagina costume at a time. This is
this is how we do it. Right? But that one all that one all hack
the system all day. But Facebook, but Instagram,
but TikTok, but even Google, like,
run search terms for what people are looking for when they're in the same
mood. Like, I don't know. It's tough. It's weird.
So So okay. Okay.
Understanding that the traffic cops don't want us to be spammy.
I'm sure the traffic cops don't also want us to
just be completely balls to the wall ridiculous. Right?
Like, they wanna do they care? Do they care about
what What what do the cops care about? Do the cops care if
I have weed in the car, or do they just care if I'm not wearing
my seat belt? Just if you're not wearing your seat belt.
Yeah. I mean, honestly, it's like, if you think about it as
like, hey. We're talking about Facebook Facebook specifically. Think about their
business model, so they are literally
making money off of user engagement.
Mhmm. Other people's content and user engagement. Yep.
And so if you are helping their business model,
By creating engagement from your content, they don't care if
it's about the weed in your car, or about something that's
personal related or business related or whatever. They don't care. They just they just want
the people to stay on the platform. Right? If you're doing things that are
sending people away from face the traffic cops are like yeah,
no, that's our traffic, and you gotta pay to take them
away. And that's just how it works, like just
Think their business model and how it aligns with yours. I just see like
this. I don't know why. Like, Reno 911
short shorts wearing cock being like, you gotta pick. With the porn
stache. Yes. Of course. Of course. With the porn stache, why I
have a weird fantasy visual of an actual Facebook
traffic cop without a porn sesh. Totally ridiculous, Jen.
Oh, yeah. The listeners are judging you right now. Oh, okay.
I'm but, you know, like, I I think that
that's so totally true, though, because it's, Facebook wants to keep people on
Facebook while charging you to take people away from Facebook. But
also okay. That being said,
Is the Facebook page dead? The
Facebook business page. If you can drive
people back to it with your ad. Is that valuable? How do
we keep people on Facebook? Because I don't know.
My page Okay. I kind of treat it like
my unloved weird delinquent, like, black sheep stepchild. I kind
of I was
gonna say the red headed shut shut child, but as a redhead, I take offense.
But, you know, as kind of unloved stepchild of my brand. I
sort of just shuffle my Instagram stuff through there. But the reason I did
that was I started to see drop off on my
Facebook engagement, and then I got really lazy. Full stop.
I got lazy, capital l. That's totally common.
Yeah. But I'm hearing I know I'm not the only
person who's like, how do I leverage Facebook more
completely in support of my ads? Yeah. Because what
it used to be is our ads were
enforcing our Facebook groups. Our ads were enforce
our Facebook pages, and then they did the thing where I still remember
in, like, 2017 or something,
where they stop letting you run and add to a Facebook group? And it was
like, wow. Well, because that was the ultimate keep up on the
platform running out to a group. Come on, go. And then Facebook was
like, no. You can't do that for some satanic reason.
And I think it was around then that I was just like, well, dang. If
they're gonna make it harder for me to use their platform to provide
value. I'm just not gonna use it, but I I feel neglectful.
I I certainly feel based on everything you're talking about about. If you
wanna take them away, you gotta pay. So, like, how how do we
fully leverage functionality to serve
our ads instead of how we used to do it, which is let me
have ads drive my other Facebook activity Now that that's kind of more backwards,
for most people, there's still people killing it with groups. There's still people killing it
with pages. But most of the people I know are like, oh, crap. Should I
start a new page to run these ads. What do you think? So
the the best thing with pages is keep in mind,
a couple of things with pages is 1, your profile,
your like, your about profile info and stuff on your page. Mhmm.
Mhmm. That stuff will actually show up in Google searches
and and Facebook searches and, like, anywhere that people are looking for stuff. Right?
Oh. So remember that if people see you on a
conference or a summit, or hear you in speaking in another group or
whatever, and they go to look for you, they're gonna look where whatever social
platform they're on, and I'm using my I'm counting on my fingers as though you
can actually see my hand. So they're gonna they're gonna look
on the the platforms they're on. they're also gonna go to Google or, like, the,
you know, 1% of people to go to Bing or something. So -- Yeah.
So you have to show up in the
places where they're looking because otherwise, you just fall right off the map.
So Facebook page is good for that for one thing. Now secondly, here is, like,
the ultimate hack. keeping in mind how
the traffic cops work, so they don't a lot of
people will just create like a YouTube video, like a promotional Vigneault, right, and
put the link on your Facebook page. Well, you're taking traffic away
from Facebook and sending it to a Google platform, which is like The
worst of all the things. Right? So put the same video
on face put an actual call to action on that
Vigneault. of to your opt in, to your group,
to a DM, to a booking page, whatever you're gonna do.
but put the call to action on that video. And literally,
like, even if you don't do ads, just boost it for a dollar
a day you get money behind it, they will let the links go
away without any problem. Then you
repurpose the crap out of that content and use that
to create other engaging kinds of things. And when you're like,
hey, your call to action on your other posts is
Hey. If you wanna know more, check out this link and you just link it
to the video on your Facebook page. So you're providing all this
engageable content and you're keeping people on your Facebook webpage, which
creates more engagement, which in turn lowers your ad
costs. I'm laughing because I just thought, oh, my poor Facebook page.
I know what to call it. It's the Tiffany Trump of my brand.
Tiffany Trump. I love it.
Sorry, Tiff. But, you know -- Just to be the new
picture on it. Right. people will be like, what? And
I'll be like, sorry. I'm I know I've been really neglectful of this page. I
forget that it exists for entire spots of time. No. But I
love the idea of, like, leveraging the video on their own site
to play their own game to be like, alright, Facebook. I'll give you which one.
Now I also am laughing because you said except for, like, the 1% of people
who go to Bing as someone's whose
husband works for Microsoft, I'd like to just take a moment and shout
out the 1% who goes to Bang. Thank you for paying your
mortgage. I appreciate you. Yes. Ryan was at an event
once in and all Microsoft event. And someone
said, Google it. about something, and Ryan leaned
into the microphone and said, I believe you mean, Bing it. Damn it.
So, yes, everyone. Bing. By Microsoft,
it exists. I will actually say from running you know, we run
Google Ads and and YouTube ads and stuff. And, honestly, like, depending on your
market, But a lot of times, Bing ads are, like,
way outperforming and a whole lot cheaper because it's -- I don't even know
Bing hat ads. Yeah. Learn something new every freaking
day. Come on now. Wonder if I get Bing ad
credits for being a a nematism baby of Microsoft.
Hey. I got LinkedIn premium for a steal. So --
Yeah. Alright. Now we're all just working on my business, and the listeners are like,
can we get back to me, please? Yes. Yes. Yes. We'll get back to you.
Reader. We're all excited that Bing Ads came out too. Come on now.
Okay. So I love the idea of keeping out on the platform. I love the
idea of looking at what they're consuming
when they're on that form. Just being really deliberate and
intentional. You said the magical post. You said
boost. Are boost a thing? Boost a thing again?
Were they? They're saying -- -- thing. And, I mean, I love them because you're
for the person who Facebook scares
him. I mean, I I'm also a person who I, like, I personally hate
Facebook. But, you know, a a lot of people are like, I don't
even know. It just scares me. I I don't even know what to do. Like,
the boost doesn't take you through the whole ad set up.
You don't have to go to business manager. You're not doing the, like, where the
hell am I? What do I click on? Like, it's easy.
And and the targeting is very much the
same. Now are you gonna get the most qualified leads? No.
But is it gonna raise your awareness and get your video
out to more people, yes. Mhmm. I mean, you can get like, you
could turn it on for video views to to boost
that and You can get video
views for, like, 5¢ a piece. I
mean, spend ten bucks and whatever that math's out to.
But That's you know, I mean, like, it's a it's a great way to get
cheap engagement and still play by the rules. It's like -- Hey. I love
cheap engagement. I love it. It's like the little parking,
like, parking meter. Right? Like, I'm just gonna put this content here, and I'm gonna
give you some money, and I'm legit. Right. I'm legit. I'm fun. I'm a
real person, and I understand that after me, you're going
right back to cat videos. Exactly. So
what about all the people that are like? The second you do
something on Facebook, they change it, and
it doesn't work anymore. Like, is that true? Is that
partially true, or is that an excuse? It's it's partially true,
but it's still you know, the same thing can be said for Google, same thing
can be said for YouTube. And, yeah, they are always changing
the algorithms and all that, but, like, to come back to like the traffic
cops when it comes down to it. They're just they just literally want
good content and people to engage. So when
people get all upset about the the rules changing and stuff, it's
like, for the most part, it's just the way that
they're showing your content are, like, how they're sharing things or -- Mhmm. -- like,
they're constantly trying new things just like we are. But the -- Yeah. -- base
rules are just be you and share good things.
That lost all advice to everything. Isn't that
liberating? I mean, it seriously, like, if there's something
pure like, it feels like a homecoming because
that's what we were all told at the very beginning that I feel
like that joy is beaten out of us, which is totally full
circle to what we're supposed to focus on this week, which is child like creativity.
Like, Back the day when Facebook started having ads,
before Facebook and Instagram were one company, before however, we must talk
about GMB before any of that. We were like, just put out
good stuff and let people find you and maybe put a little bit of money
out there to have a couple more people see it. is what you're still talking
about. But now people are like, hack the system. You
gotta spend more money on Wednesdays than Thursdays, and you
gotta have these placements and not those placements that you wanna use these
hashtags and and don't use carousels or only use carousels
or buy the way only. Yeah. And it's like
just put out good content and not worry about it so much.
Totally. I mean, at the level most of us are playing at.
Yeah. But -- I mean yeah. Exactly. We're not we're
this is not a show for ecommerce chotchky brands.
The the game for that is very different. I don't
know how you sell fun the stuff I get
sold to. I don't get On my ads, I never
see anything for any of us. I only
ever see, like, bitchy quirky t shirts
cack toys. Although -- Oh my god. You
buy. Right. Although although
I did recently do some copywriting for some
professional sex workers, and that changed my shopping
algorithm. considerably. And it went
from, like, cat toys and punchy t shirts
and my Puma obsession to
everything you could possibly imagine that's not suitable for work
overnight, but it was hilarious because I couldn't
call it not suitable for work because the reason why it was showing up in
my feed was because of the work I because of the work.
Uh-huh. So it's, like, not suitable for life. Is that a thing?
It's so fun as an agency because I'm always looking other
things up and stuff. And my Facebook feed is, like, the
most weirdest abstract. Like,
here, you need some some dog training videos
that you like lessons about strategy, and you like, it's,
like, all over the place. So -- I did get one
ad once for Christian men of
color of a certain age dating. Oh,
yeah. I've got enough reports like Woah.
Okay. I I mean, and then I'm like because then, you know,
because of, like, how that's all coded and everything, I'm like, Either I
did something or this ad budget is so
large. They're just doing full spray and breath.
Totally. Well, and, honestly, since you just said it, if your phone is anywhere near,
you'll probably get some anyway. I'm looking at you, you little spy.
Look at you. Oh, man. Which is also a
bummer because, like, sometimes I goog stuff. And
oh, sorry. Or ping it in case Microsoft is listening.
Sometimes I ping presents for Ryan
And then because it's on our IP, it shows him what I'm thinking
about buying him on his computer the next day. And I'm like, you turds.
But that's neither here nor there. The point is just, like, maybe maybe don't
Google stuff from your home computer. Let's all go to the Internet cafe or
the library when we're doing our shopping. So as to
protect our our algorithmic and everything -- --
has been set up. His I'm like, no. You have to have your own Google
file because, like, I was we had one for a while,
Sheridan. I was getting all this stuff about, like, video
games and, like, all this stuff. And I'm like, no. That now.
You're like, nah. I'm bored now. Yeah.
Oh my gosh. Isn't it ridiculous when people start talking to you about
something that you know actually nothing about. That being said, Formula
1 racing. What is it? I love that smooth
transition. freaking ass. Real clunker.
Although, I I do have to tell everybody, I wanted to do the
bare minimum amount of research on Formula 1.
before I came on, but I was like, okay. I don't wanna say I think
stupid. So I'll read, like, the first paragraph of Wikipedia. And when I
typed in formula 1, it said to me, do you
mean formula done, which is the name of Jen's company, which
shows where my true loyalty lies? I love
it. Thank you. That made my day. So you are my formula
1. Formula done is more important to me than
formula 1. That being said, what is formula 1, and what
does it have to do with any of this? Probably what is that. Very,
very little other than me.
So okay. The, like, one minute backstory. I'll try to make it really fast. My
my husband and I actually met while we were drag racing.
I had a white Mustang. He had a black Camaro. We were at our
local drug grade scene. We ended up racing against each other all the time
and And we started dating, and that was actually
almost 21 years ago now. So we have a
total love for cars, and and we've always been into drag racing and
stuff, hate NASCAR. I absolutely hate NASCAR. So does he
I'm like, it's all about the drama, and it's just like, hey. Left turn.
more left turn. Oh, look. Another left turn. And it I just like, it's
irritating and annoying and very American in
all of the drama, and I hate it. So we
got really into, like, rally racing and IndyCar and
that kind of stuff. And the, like, the epitome of
the fastest cars, the most top performing
drivers, the most money spent on race cars and everything,
like, the top of the industry. this Formula 1 racing. It's so
awesome. Every single race, every year they have a
world championship, and all of the teams travel around
to a different race in a different location. So it literally spans the
globe, and it's different tracks all the time. And they
earn points all through the through the season, so the team wins
and an individual driver wins at the end. And so it
lies Yeah. And and then they they celebrate
the countries that the drivers are from and the, you know, the
constructors, the businesses who are putting the cars together. And it's like,
it is a very much like a team sport it
has to be. And it's also where so
many of the amazing things that are in our cars currently and come from.
And so we just love it and have been watching it for years years
years. And I have always been like,
nope. This is business and this is pleasure. And, like,
haven't talked about racing and stuff, and I was
inspired by it, which is why the name of my business is formula
done, but I still never really talked about it. Until recently, I'm just
like, you know what? Like, No. Like, this childlike
thing, I literally get giddy jump up and down when we go to a
race. And I'm like, oh my gosh. goes like that. I know that guy. I
know that guy, and it's, like, so it's such a nerd.
See, with that right there and, like, that would make great content. Like, I would
love to see that in my feet of you just getting out
at a race. But I'm like, wow. Like, that sounds great.
Yep. That sounds like something I'd watch on a real anyway. Like, bring
that on. I'm all for it. Totally. Yeah.
It's insane. And, you know, the the time speeds, like, what most of the guys
usually do is usually about 250 miles an hour.
So -- Woah. I
am such an old man. It's it's I am
very much blood cost Slow down their whippers now.
especially if the roads are wet. I think it's because I'm such an anxious person
I run so anxious with my OCD and everything, but I feel like the roads
are wet. Are you gonna be okay? Did you pack a sampling And they're like,
no. We didn't pack a sandwich. Why would we pack a sandwich? And I'm like,
well, what if you got hungry when you're going 250 miles an
hour? And they're like, what? This is why I don't coach any
kind of athletics, including racing. No. That's
I know nothing about any other kind of sports. I call them all sports
ball. Like -- Yeah. -- it's all just sports ball to me except
for f One racing. You know, that's
it's so interesting that there's this idea of,
like, there's NASCAR, which is the
Tiffany Trump of Sports. God, I'm being mean to Tiff today.
But, you know, it's it's it's sorry, Tiff.
But, you know, there's NASCAR, and you're I love where you're like, oh, look. A
left turn and then another left turn and then another left turn
and then some more America. Okay. Right? But then you're like, take the
same thing and elevate it to excellence.
Take the best drivers. Take the best courses. Take the best
cars. Take the best game rules. Change it up. Right? The season,
the team, the whole thing. Take the whole trapping and elevate it.
and it becomes something new. And I feel like that says a lot
about the attention to detail and
the positioning that you put out into the world if you're gonna claim that
something is the best. To be the best NASCAR driver
and to be the best f one driver is not the same thing.
Not the same skill set, not the same subset, not the same anything.
And so I feel like a lot of us are trying to
be the best in a game that's not actually the lane we wanna play in
any way. Is there something there? -- you pulling the
car racing and now he's out? Absolutely.
Yeah. I love it. I've been doing this for a
long time, and I've pulled weirder analogies
out of worst. But the you know, it's
I just feel like there's there's something very people are like, well, I don't wanna
come off as elite or I don't wanna come off as
inaccessible. But but you at the race, you're like, I know that guy. I
recognize him. Like, they're still they're still fan
attachment to the best of the best. There's still the idea
of I could have a beer with that guy just not in the
same way I'd have beer with a NASCAR driver. Right? So -- Mhmm. -- so
what do you say to anybody out there who wants to have
the best ads in the business, but also feels a little
or the best marketing in the business, but feels a little
impostor syndrome y a little overwhelmed. They don't know if
they need to buy a Maserati in order to compete. You know? Like, what
do you have to say to anybody out there who's intimidated by stepping up their
same. Great question. Honestly, the
I feel like I'm gonna be, like, an army slogan. But seriously, the best that
you can be is, like, be
all that you can be in the army reserve. Nobody
can be your best. to to further define that, you
know, with the onset of all the AI tools, and we've got
chattyBT, and, like, everything is just taking over. Right?
It's literally leveling the playing field between Google Search and
SEO and people to be able to write good copy and be, like,
everybody is kind of on the same field. And
the thing that is absolutely going to become so
much more important, I think, even now and so much in the future
is the trust factor. It's can I relate to you as a
human? Can I trust that you are going to help me get from point
a to point b Can I trust your integrity? Do your core values
align with mine? Like, that is the part
that if you're the best like, you be
your best at your integrity, your core values, and it's sharing those
things because that's what's gonna people. The rest of it is just all gonna be
the same shit out there. It's not about be the best. It's about be your
best. I mean, you
still have to deliver results, of course. But when you're getting
attention, like, that's But everybody I know is obsessed with results.
Like, everybody's like, oh, gotta get the result gotta get the result. And it's like,
cool. We can relax on that a little bit in in favor of doing
things distinctly uniquely correctly, our
way -- Yeah. -- whatever it may be. It is. because people have to trust
you. Like -- Yeah. -- that's literally gonna be the biggest currency. A zillion.
a zillion%. So okay. You brought up the
giant, lovely, artificially intelligent elephant in the room,
which is that everything now is going to AI. Now I have
publicly said and stand by that I embrace our robot overlords.
I I'm a writer who uses chat JPT for
brainstorming. I am a marketer who uses
other platforms to reduce my load. I have
brainstormed with that one. I you know, like, whatever. I'm I'm cool with it.
I don't think it's coming for my job. A lot of people feel
real scary, but I feel like there might be something we could say
about f One in this AI space of, like,
if you have a 250
mile an hour piece of $3,000,000
machinery hurdling toward a brick
wall. We probably want a human driving that car and not a machine.
Right? Like, Yeah. Yeah. That's a good analogy.
Right. Like, I I mean, like, I don't I don't I think there's too
much human skill and reaction time.
And and I don't think the AI would get excited about pulling for their
team. Like, the end of every sports ball movie,
why do they win? They win because they care about who they're playing with.
Yeah. They win because they know that their teammates are relying on
them. They win because they see
the faces and feel the energy of the other people involved, and I know
it's a little bit different when you're hurtling toward a wall at 2 150 miles
an hour because you can't really see anybody But -- Yeah. Well and, you
know, the funny thing about that analogy is, like, this is a race car
analogy is is if you're looking at the wall, you're gonna hit But if you're
looking at the next step, you're gonna hit the next step. And a
robot is not gonna be looking at the next step. It's just gonna be looking
at, like, what input you gave it? Right?
I mean, that's exactly it about AI. That's the whole trick of AI
is if I put a crappy prompt into AI, I'm gonna get a
crappy response. Mhmm. If I put something where I've already
done 80% of the work in, then I get a good
thing. Right? If I say in my fabulous thing that I use
for my podcast to help me with the podcast, if I say
propose 5 titles for this episode. I'm gonna get the most
desperate, wild, crazy shit in the world. If I say
The naming convention for my podcast is on blank
blank and pop culture topic, replace with
what Annie said is the pop culture topic and 2 key terms, then
I'm gonna at least get in the ballpark. I'm still -- Yeah. -- because I'm
a psycho and a control freak, and I like things certain way, and I'm a
marketer, and it's my dang show. I'm still gonna wind up
altering those. They never go out.
out of AI's mouth and and on to the screen. They never do. They
get me a lot closer, but, like, I need that discernment
because I'm curating the show. AI can give me the pieces,
but I decide what goes in because, like, you're talking about,
AI is not fuelizing shit for me. Yeah.
Exactly. Yeah. I I do the exact same thing, and that's like, everybody that's
afraid about AI taking over their jobs or whatever, like,
Everything we put in, it's feeding into the machine. Everybody is gonna have having
the same database they're working from. Right? Mhmm. The thing that makes
the difference is you. and that's the part that you have to put in.
You and these freaking sound bites? See. That one
also sounds like an army slogan, though. The thing that makes a difference
is you. Ugh. Alright, you. I
have freaking adored this. You have taken 2 topics that just
mystify the crap out of me being ads and
AI. And 3 things. And I've
fun which I literally knew nothing about, but I'm like, I wanna watch free cars
do fun scary things. I'll probably have to be a little high,
so I don't think about people dying the whole time, but I could get over
that. It'll be fine. So much less than anything else. Yeah. It's
amazing. Oh, man. But okay.
I got two more questions for you before I release you back to your glorious
day. The first one is going to have to
You have to imagine somewhere in the multiverse where you don't hate NASCAR.
So -- k. -- Slides picture, a place in the multiverse, where you
don't hate NASCAR so much that you are, in fact, a NASCAR
driver, and therefore, you have to get NASCAR style
sponsorships. Meaning, They're gonna put their
name on everything you have ever imagined. You're a NASCAR
driver, but your whole kink, your whole, like,
NASCAR persona is that you are the small business technologist.
So what companies Are you approaching
to sponsor your NASCAR identity and car
from the small business space? Wow. Okay.
Alright. So I'm gonna come at this from where
my small business operates, which is in research, social,
and paid ads. So I'm gonna go after Bing
and Google and
safari, like, the the big browsers.
Yeah. I'm gonna go after tools that are
utilizing AI to help create content and
and ads. There's some pretty awesome ones out there. I love
let's see here. capcut, which is a great one. opus.pro,
great one for for video stuff.
And I probably would still go after Facebook,
Twitter, Pinterest, TikTok,
Insta YouTube, all the social. Yeah. The bigs. Yeah.
Like, I'm missing something major here. I love it.
And in 2nd place, the Bing car. It's like, yeah, that's
me. That's me. I'm the Bing car.
But I feel like Microsoft's gonna have to send both of us a check for
saying, Bing, the most time it's ever been sent in a podcast before.
But -- I feel like some of it. Right? One final
question for you, love, which is you have such a fresh
fun, playful, but actionable, and results
driven approach to all the things we've been talking about today. What is
the best way for our listeners to come into your world and start a conversation
with you? Well, you know, honestly, like,
what I do is it's not a one size fits all.
And so we have things that range from DIY to done with you
to complete done for you. And so the the best place to
start is with conversation. and that's the easiest place
that is formula done.com/apply. And you can just
go set up an appointment with me. Start from there.
Glorious. Well, I utterly
adore you, and I'm so grateful that you came today to educate me
about all these things that I just don't know that I care about, but
already do. So thank you for that, my dear. Thank you
for being my guest today. Thank you so much for having me. I went a
lot of fun. Alright, y'all. I'll be back in a second
with my final thought and your homework for this week, which I promise will not
involve any driving.
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