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- [00:02]
A
So what I've found is that most business owners who are trying to build an audience online want AI to just do it for them. You know, write the content, post the stuff, do the engagement, handle the marketing, all so that the business owner doesn't have to. And honestly, I'm with you. That sounds great until you realize it just doesn't work. Because what you're really saying is, I want an audience, but I don't ever actually want to get on stage. This is why AI has not worked, for you to grow your audience faster. But what if I told you that AI is the thing that will actually make it fun for you to show up, make it easy for you to create content, and make it as seamless as ever to build an audience on multiple platforms without sounding like ChatGPT? Well, that's what we're going to talk about today. My name is Kevin, and I help online business owners build audiences that buy. Today, I'm going to show you how you can actually use AI as a super suit within your content strategy. And I'll explain what the hell that means. First, I'm going to break down the biggest misconception that business owners have about AI. Then I'm going to show you the new 108010 method that makes content creation fast and really personal. That's the key. And finally, I'm going to share how this exact method helped me 10x my LinkedIn impressions in just two weeks. And here's the best part. That was just by repurposing stuff that I said on my podcast. Let's dive in. Okay, so if you're a business owner, the tale is as old as time. You want to grow your audience on social media, but you want somebody else to do it for you, whether that is an agency or your niece who's really good at social media, or today, an AI agent or chatbot. And what I found after speaking with thousands of entrepreneurs over the past five years is that audience building is really hard for people who don't get social media or who have been burned in the past by trying to grow their audience. So they developed this mindset of, I'm bad at that. I don't want to do that. I should spend my time on other things. And they developed this whole, I want an audience, but I don't want to ever get on stage problem. And it is a massive problem if your goal is to build an audience. If you were to speak at a conference, would you send a robot up on stage? No, it needs to be you. So now, after several Years of business owners hiring their niece to try to do their social media and being super disappointed with the results. That same pattern is happening with AI. They say, great, AI can now do content creation and social media and audience building for me, but there's a huge problem with that. And you've probably experienced what that problem is like just by scrolling social media today. Because I don't know about you, but for me, I can tell almost instantly when a social media post or caption is AI created. And that's because it is average. And that is literally how AI is designed to work. AI is built off of neural networks, which essentially means that you ask it a question and it finds the right average answer. So for ChatGPT, for example, OpenAI took pretty much everything that's ever been made or written, fed it to this artificial intelligence, and now when you ask it a question, it finds the average answer. It searches everything that it knows, and it gives you the average. This is a problem for us if we want to stand out in our content and on social media, because by definition, anything that AI writes for you is going to be average, because that's what it was designed to do. Do you think that you are going to be able to build an audience if you are yet another person who's posting really average stuff? Probably not. The other big shift that AI has made now to the online landscape is that AI chatbots have made knowledge a commodity. What does that mean? Well, a commodity is something that you can get anywhere. It's something that's really common and can't easily be differentiated. And so where people decide to go to get a commodity is usually just the fastest and the cheapest option. This is now true with AI, where knowledge has been commoditized. And what I mean by that is if someone's looking for an answer or a fact, tips or hacks, they're gonna go to ChatGPT first now, instead of you and especially instead of Google. So while we just exited a period of time where really informational content crushed and grew audiences. You know, like those carousels on Instagram that would be like, here's five things to know about this or TikToks sharing tips and tricks. That type of stuff isn't working anymore because people can get that instantly via a chatbot. They don't need to go to an expert anymore. So if you're a business owner who's posting tons of tips and tricks and steps, I'm willing to bet that you're finding that it's not really doing anything for You. But this is why. So what do we do? How can we actually stand out in today's landscape? Well, there's something that AI can't replicate, and that is you specifically. It's the experiences you've lived, AI can't live your experience. And it's the relationship that you have, your connection and your relationship with other human beings, those are two things that AI will never replicate. And so what we're seeing now in the online content landscape is that story based content, not info based, but story based content is what's really, really doing well, because this is the stuff that can't be copied, it can't be generated by AI. And again, test it out for yourself. I don't know about you, but when I see any story that's written by AI, which you can detect it pretty quickly, I just have no interest in it. I don't know why, but it's just way more interesting to me when I'm learning from an actual human who has actually experienced real things. And so if you want to build an audience now in the age of AI, your content needs to be based off of the experiences and relationships that you have. So this shift in mindset is what will help you go from trying to use AI to do content for you and your social media content being these horrible chatgpt tropes, to instead building an audience online with ease based off of you and the life that you are living. And just to really drive this distinction home, I want you to imagine AI as a robot. That is what everybody is thinking. AI is. It is this robot human that can do content on your behalf. And what people are finding is when they have the robot make their content, people don't engage with the content. Again, it's like imagine you're at a conference and it's your turn to speak and you send a robot of you on stage. Do you think people are gonna pay attention to the robot more than they pay attention to you on stage? Do you think people are gonna wanna follow you if all they see is this robot that's pretending to be you? No, it needs to be you. But that does not mean that we don't use AI. And here's where the analogy is actually helpful. So instead of imagining AI as this robot that can do you for you, you want to imagine AI as a super suit that can surround you like a robot super suit. Just like Iron man, if you've ever seen Marvel, Iron man, played by Robert Downey Jr. Has this robot suit that he wears that amplifies his Best traits. It turns his weaknesses into strengths, and it amplifies his strengths even further. So when he's in that suit, he can beat anybody. If the suit comes off, he's a slow, normal human. But with the robot suit, he crushes it. Right? And he's a superhero. Now note that it's not just a robot that he sends out to do his bidding. He actually wears the suit. So how can you do this with your content? And how can you do this to build an audience that serves your business well? You want to keep in mind the 108010 rule. I originally heard this from the two fellas at ship 30, Nicholas Cole and Deggie Bush. Really, really solid guys. Totally worth a follow if you're into writing online. And I learned this from them. I don't know where they got it, but essentially the idea is the first 10% of your content comes from you. You have AI do the middle 80%, all the organizing, all the writing, all the drafting, you know, the grunt work. And then you put on the finishing touches, you do the final 10%. So it's 10% is you, the middle 80 is AI, and the last 10% is you. You edit it, you add your voice, you sprinkle in your little pieces that make it you. Here's why this works. What I have found working one on one with almost 500 entrepreneurs over the past five years is that that middle is where everyone gets tripped up. Entrepreneurs have no trouble coming up with what to say, right? That initial 10%, ideas, things, rants that they want to say, and they also have a really good sense of what makes them them like those finishing touches that really bring out their personality. But it's that horrible middle 80% where you take a piece of content from ideation to published ready that people get tripped up. They struggle to build systems, they struggle to hire the right people, and things just get lost in that messy middle. But if you think about it, with the 108010 rule, what you can do is you can focus on what you do best, which is ideating and helping people and coming up with things to say. You then give the rough brain dump to AI to organize it, put it in the right order, create a hook for you, put the packaging in place so that people will actually notice what you've put out there. But you still do the last 10%, because remember, AI is gonna make average things. So it's going to give you some copy or headlines or titles that are really average and looks like the AI titles that everyone else is making. So you Go in there and you just make a few adjustments to really bring things home. Here's what this looks like in real life. So I am someone who has always struggled on posting on social media regularly. I'm a long form guy. I like making videos, an audio podcast, and I've never developed a habit or really an enjoyment of posting regularly. It's just been an issue for me. This finally changed just a few weeks ago when I started using the 108010 rule to post on LinkedIn every day. And so what I've been doing for the past few weeks is every week I record one episode of my podcast. In that episode, I share a bunch of stuff. It's easy for me to just blab like I am to you right now. But what's cool is that I have already talked about many different ideas and things that by themselves would be good LinkedIn posts. So what I do is I give my transcript to a special GPT that I've created for myself. It then says, okay, here's the five things that you said in this episode that would make really good LinkedIn posts. It then writes those posts for me. And then I go in and I do two things. Number one, I edit the post to make sure that it's, you know, actually something I would say, I might add a line or two there based on just what I think should be said. And I'll also remove some of the like, AI isms that occur all the time, like the EM dash or using the word game changing or saying, it's not about this, it's about that, right? AI does that all the time. And so when I'm reading something and I see that, I'm like, oh, AI wrote this. And it just completely destroys the suspension of disbelief, which is a theater term to just. It gets me out of the zone, right? So what I do is I take that LinkedIn post that is really personal to me because it is generated from a real story or experience that I shared in my podcast episode. AI writes a really good LinkedIn caption for me. And then again, I do two things. Number one, I edit that caption and make it more sound like me and make it sound more natural and real. And then all I do is I open up my photos on my phone, I grab a picture that I took in the last week and I attach that. It's usually a picture of me. Now, what's been funny about this is that I've been experimenting with posting more and more unhinged photos that have nothing to do with the posts and what I'm finding is that the posts are actually doing better. It's really funny. The post that I made that got the most impressions over the past two weeks is one, like, the photo is just like me sitting really weird on my balcony in Miami and it's crushed. So it's been crazy because these posts are my real ideas, my thoughts. They are unique and they're based off of my experiences and relationships. And it's written to sound like me because I did that last little finishing touches piece and it's got a real photo of me and not an AI generated graphic that everyone else is doing. And this took me no time at all. It's taken me 20 minutes to make five posts every single week. Virtually no time at all. I schedule them all and every single post is getting more impressions. Before I started doing this, I would post really sporadically and I'd get like 300 impressions per post. Since I started doing this just two weeks ago, my posts have been getting 1 to 5,000 impressions in just two weeks. Now, a huge part of that is number one, showing up daily, which is really, really huge. And it seems to be more important than I realized over all these years. But again, what's different about it is these are stories and lessons that I actually lived and am sharing online. It's not five tips about this. It's not chatgpt. Write me 11 LinkedIn posts and it's right. It's giving me the same LinkedIn posts that's giving hundreds of thousands of other entrepreneurs. It's actually real and unique stuff that is in my unique voice. So this is just a preview of what's possible with AI. I wanted to share this with you because it's been working so well for me just in the past few weeks. And this distinction of think of AI as a super suit to build around you rather than a robot that can do it for you has really been hitting with my clients lately. So my hope is that it's hitting today for you. So here's what I want you to do. I want you to give this a test, and here's how you test this. I want you to open up ChatGPT, or whatever AI chatbot you use and just record a voice note telling a story from the past week where you learned a lesson or you solved a problem or you answered a question for a client or something like that, and just blab. Just don't even, don't even worry about structure. Just rant. Then once you give that rant to AI, ask it to write a simple LinkedIn post based on the rant. It should give you a really short post. And then I want you to go and remove the ainis, remove the emojis, remove the tropes, the game changings, the it's not this, it's about that. And actually edit it down into something that you would actually say. And what you're going to find is that it is a freaking breeze to write well written but unique and real LinkedIn posts in this way. And if you give this a try, I'd love to hear how it goes. If you're on YouTube or Spotify, go ahead and leave a comment and let me know what happened.
- [14:09]
B
I have two things for you before I let you go. Number one, real quick, if you've ever gotten any value from the show, please, if you haven't yet, leave us a five star review. I get a notification every single time reviews come through and they almost always make my day. So please, please, I would love to hear from you. It really, really helps us. And then the second thing is if you are a podcaster who needs help with production, if you are struggling with.
- [14:29]
A
All the time it takes to make.
- [14:31]
B
These things and you haven't yet, definitely set up a conversation with Podcast Boutique. They are the team that I've been working with for five, six years. They're my most trusted production agency and recently they added an incredible service that you're going to want to hear about. They call it Record and Forget.
- [14:47]
A
I've been using it for months.
- [14:48]
B
It is amazing. You just record your episode and send it to them. They do the content editing for you. They create titles, show notes, they can make it into an amazing YouTube video clips and of course high value production. So the content editing piece is the thing that I know people have been asking for for a long time. It is unbelievably good. All I do is record, I send it off to them, they handle the rest. And by the way, they're also closely in lockstep with me. So anytime I discover something that is working to grow and monetize a podcast, I immediately share it with them. We work to implement it with my show and then they implement it with the other shows that they work on. So if you're spending time yourself doing any of the editing or post production, or if your current post production team isn't cutting it, maybe they're an internal team that doesn't know what they're doing or they're an external team that's either too expensive or does not keep their promises.
- [15:37]
A
Which is very common.
- [15:38]
B
Check out Podcast Boutique. You can go to podcastboutique.com, let them know that I sent you. All right, I'll see you in the next episode.