← The Difference Maker Revolution Podcast
The Difference Maker Revolution Podcast
How AI Can Help Create Both Consistent & Quality Marketing
00:29:48
Loading summary
Transcript56 lines
- [00:00]
A
What really matters is perfect practice. If you continue to do something the wrong way, that won't get you to where you need to get to. It doesn't matter how consistently you do that, you ain't going to get there.
- [00:11]
B
84% of businesses and people are not even aware using or incorporating AI into their business. That's insane to me.
- [00:20]
C
Never seen people get so much done in such a small amount of time.
- [00:24]
B
Staring at a blank screen, as we all know, is the biggest form of writer's block on the planet.
- [00:29]
D
These LLMs, they're very, very smart, but they don't have the nuanced information.
- [00:34]
A
Why do I need kcb?
- [00:36]
D
Hey, difference makers. Welcome back to the Difference Maker Revolution podcast. Again, we are joined by the four amigos. We have Ronan, Steve, Janine and Jono. So this week we're going to talk about.
- [00:49]
B
Are you drum rolling, like, what are you doing?
- [00:54]
D
I was waiting for someone to just like, you know, jump in and just change it up.
- [00:58]
A
He normally doesn't do that, does he? He cut us all out again. Here he goes. Yeah, well, we're not actually going to talk about kcb, but we are. But it's, it's not about kcb, it's about, there's. I remember we had a really good tennis coach in our tennis club many years ago and I remember talking to him, we were having this conversation about, you know, the 10,000 hour thing. If you do something for 10,000 hours that eventually you become really good at it and you can do anything. And he said, yeah, that's partly, partially true, but he said the biggest problem that I see is he says, people practicing and no matter how much practice you do, you're not going to become really good at it. What really matters is perfect practice. And, you know, it was something I hadn't heard before about, you know, if you continue to do something the wrong way, that won't get you to where you need to get to. It doesn't matter how consistently you do that, you ain't going to get there.
- [01:57]
C
That's just a bad habit, Ronan.
- [01:59]
A
That's just a bad habit, Steve. Exactly. So for me, you know, when we built kcb, that we'll talk about in a few moments, there was a couple of really important things, but one of the principles was the quality and consistency combined. Because without both, it's not going to work out. It's not going to be perfect practice, it's not going to deliver you what you need. And as a coaching team, you know, for so long we've been teaching People, the importance of understanding your clients and your client avatar, we've talked about for so long, that you need to have be excited about who you want to serve and why you serve them and what's your purpose and your why. And we can see in our members just the sheer light bulbs going off when they do their brand foundation, discover their brand foundation, and then when they use their brand foundation to discover who they want to serve and then understand what those clients secretly want in their client avatar, the light bulbs have gone off doubly because now they're connecting why they're on this planet and why they do what they do with who they're going to serve and how they're going to serve those client avatars. And for me, it's just been amazing to see as an owl, because I'm the owl in this group, to see those dots being connected, you know, in their minds. And just like whether they're peacocks or they're wrens or they're swans or their vultures or whatever poor personality type they are that Steve teaches us, for every single one of them, not just for the owls, the lights are going off in their head. It's been truly amazing. But I do want to say something about owls. It's a bit of a diversion, but, like, I was here plenty of hours here now for those of you who are watching on YouTube, but when. When I was last week in Bimini where the cruise fell off for walking down Bimini, right? It's really small island, right? So we're on a virgin cruise and sitting up on top of the middle of nowhere, is this not a real owl, but an actual owl? You know, the black and white owls you see somewhere, they're. They're the main things. And Freya turns to me and she says, dad, they even have owls here. Anyway, I just smiled. That's a. That's a side from a side.
- [04:32]
D
But should we call this podcast? The Eagle, the Dove, the Peacock and the Owl.
- [04:37]
B
I'll walk into a bar.
- [04:39]
C
I'm the dove.
- [04:41]
D
You are in your arse.
- [04:43]
A
Here's an eagle. But the problem with most people is they're this, right? Their head is in the sand.
- [04:54]
C
You've got them all.
- [04:55]
A
Look at you.
- [04:55]
C
You collected them all.
- [04:57]
B
This is our puppet theater hour.
- [05:01]
A
I use my eagle and my ostrich when I'm on stage talking. Because I bring the two of them out. I'm a bit like, what was that fellow with the emu? What do you call him? He was in Britain. Was he? Did he make it To America. The guy with the ostrich? No.
- [05:16]
C
Oh, there was an Aussie guy that had Aussie ostrich. Saturday Night Live. There was an Aussie version of that. Must be very similar.
- [05:24]
A
Okay, there we go. Anyway, we've gone down a rabbit hole. Let's pull it back. Let's.
- [05:29]
C
Let's get out of the rabbit hole. What's been awesome to see, Ronan, what's been awesome to see is people that have lost their spark find their spark again and get excited about their business again. I think that doing their business success plan and doing their avatars, they come out of it with this whole new excitement about what's possible, what they're really doing in their business, and most importantly, why they're doing what they're doing. And I think that's priceless to somebody that is running their own business because you need to have that spark and you need to be excited about getting up every day and do what you do. I think that's what's been most exciting for me, to watch people go through this process and for people to have a clear understanding. Like Georgina the other night. So saying I need this many clients and it doesn't feel, you know, doesn't feel that daunting, like it's not that hard to achieve. You know, we had this goal and we never thought we'd get there, but, you know, this has broken it down for me and it's all done for me and now. And, you know, she used to work in accounts, right? She's a bookkeeper. She used to work in accounts. And suddenly, you know, all of this, this software we've provided, getting people to physically spend some time and putting in everything that we know about how to achieve those numbers really helps people break down those goals and make it really achievable. And it's exciting to see people have a clear understanding of the road that they need to take. Really exciting.
- [07:03]
B
Well, and here's something that I find interesting because we're in this every day. I mean, the four of us with the team talk every morning for two hours. We're on our coaching calls with the difference maker members three times a week. We think that everybody on the planet is as involved with utilizing AI in their business as we are. And I heard an interesting statistic today. 84% of businesses and people are not even aware using or incorporating AI into their business. That's insane to me. And it's funny because I think we think, because everybody that we're around is incorporating it, that everybody is, but they're not right. And so for me, like I had this light bulb this morning. There's like this awakening of wow. Like our members are so far ahead of the curve now because they are utilizing the tools that we've designed for them. They're learning, like what Steve said, so much more about themselves, about their business, about their clients, how they can make a difference in their lives because they have this reignited space spark and they're becoming more efficient with what they're doing because they're using these tools, which means it gives them more time to do what it is that they love, to serve the clients that they love and to make a better client experience for them. Blown away. And, and it made me like I'm. I really want so many people to listen to our podcast so they understand that there is a way to do what you love, to do it consistent, to do it better, to be more like, just come in, come join us. Because we have figured this out and we have seen our members put KCB and the tools that we have developed to such an amazing use already. And we're only a month in.
- [08:52]
A
So what I love, Janine, is that literally what KCB can help you do now, work with you through is all the important foundation that Steve has talked to, you know, the brand foundation, the client avatars, your, your business, your camera, business success plan and understanding all that. But then once you've got that foundation in place, how you can take that foundation and build really quality marketing material very, very quickly, that I'm not joking, that most businesses would need a marketing team of at least five, maybe even 10 people to do the same thing that you can now do in a couple of hours a week and do the quality, do the quality marketing consistently. And you know, you might be wondering why we're talking about the foundation. Well, you know, we've seen it, we've done it in our own businesses where we've produced marketing content that talks to nobody because we didn't know who we were talking to. You know, and the beauty about what KCB does is she's been specifically built by us with our knowledge to use the client avatar as the base decision making as to what communication is going to take place, whether that's writing the content for your website, writing the FAQs, that AI. We've built it not only for SEO, which most of you have probably heard of, we've built it for LLO. What's NLO? LLO is so that ChatGPT and Grok and Gemini, Claude and Perplexity and all the AI systems that are out there, when they see your website and visit your website, they know who you serve, how you serve them and what problem you solve, and that they can back that up with real, with real information that says, yes, you do what you say you do. And so that's what LLO is. But coming very, very quickly now is you've probably all heard of AI agents or maybe you haven't, because Janine quoted one number. I saw another report the other day that less than 1% of the global population have used, have used AI yet at all, even once. So this is really, really early. Right? So as Janine said, we live with this every day. And we've been around this since it came out first. And we've been figuring out how can we bring value, so much value to our client base that they can amplify the difference they make to many more people in their community. And that's what driving us to do this for you guys. But when I think about what you can do, Janine, as you said, like, the productivity piece of the quality consistency is just priceless. Like, it's just, it's our client, our users are, our members are telling us this because they fill out a survey after every module they do. And they're using words like priceless. Where has this been all my life? You know, this is invaluable. You know, it's, it's, it's, it's just, I'm just so excited about it because it's, it's something that I've dreamt about for decades and it wasn't possible to deliver at scale until AI. AI. So AI makes it possible, or really makes it possible where I have the four people on this call, it wouldn't be possible anyway because we've already talked about perfect practice, right, that without the knowledge and the continuous support of this human team, right. AI is not replacing the humans, it's just amplifying. Amplifying your success by combining AI with the human team that's here.
- [12:39]
C
Never seen people get so much done, Ronan, in such a small amount of time. Like all that piece, like when, when we were teaching it. And I've spent years teaching avatars and years teaching a lot of this stuff. People walk away and put it aside or half get it done and never finish it. And it's, it's so exciting to see people just get stuff done. That's exciting.
- [13:07]
B
It's been so exciting with the marketing piece. You alluded to it, Ronan, like most. Like I've had social media Marketing members of my team before somebody working 20 hours a week doing that. So take that payroll cost of someone doing this on your team part time, full time. And now I can do it within KCB within an hour and have what I need for the week done. It's incredible. And I don't have like, I have to think, obviously. I have to critically think about what I'm putting in and the strategy. It allows you now as your business owner to take what you're designing within KCB with your brand foundation, your avatar and then going into the Facebook ad copy and the blog post, the different modules that we have built, strategically think for your business, which direction you want to go and then deploy the tools to make it happen. And it allows you to do it fast and get it done. So there's, and that's the thing, right? Seeing members actually get it done. Like Steve said, we taught, we've talked for a year now that you have to be consistent with your social media, that you have to be consistent with things that you're doing on your website and your blogs. We've talked consistently about long term nurturing plans and emails and newsletters, but nobody does it because they have to think about what to do. They have to think about what to write. They have to sit down and actually do it. Staring at a blank screen, as we all know, is the biggest form of writer's block on the planet. And we're not writers by nature, most of us, right? So if it can stop Stephen King in his tracks to have writer's block, imagine us that are not trained writers, what it can do, right? So all of those barriers are taken away and KCB is there to help you get started, to guide you through. And it's like Ronan said, it's designed with all the right philosophies so you know that the output that you're getting is what it needs to be. You're not guessing.
- [15:08]
A
So it's not just about consistency, Janine, it's about the quality too. So that's, you know, those two key things are joined like a, like a married couple. You know, they're, they're, they're, you cannot have one without the other. Yeah, they're both, they're built into it. It's married into the system.
- [15:25]
B
I mean, I'm going to be blunt, like Jonathan, like, I just can't imagine as a studio business owner not joining in to the difference makers to utilize kcb. I just, I can't fathom it. I've seen people waste more money going to Starbucks than it costs to join. Use this tool. That'll save you time, energy, money, get things done consistently and get it done well. I mean, to me it's just such a no brainer and it, it boggles my mind. Like why wouldn't you, why wouldn't you take this tool and use it to improve your business and to improve your understanding of your clients? Which is one of the, like yesterday, Steve, on the, on the coaching call, one of our members, she's already built 11 different avatars and she said as she's building them, she's realizing more and more clients that she sees consistently in her studio and she wants to understand them in depth even more and is building more avatars. That never would have happened before. People would build if they built one, they were one and done and then they thought everybody coming into their studio was the same person.
- [16:23]
C
And she's been to so many workshops where we cover avatars and you give them time to do it in the workshop and she had never finished one.
- [16:32]
B
And it's fun, I gotta tell you, it's fun. I fell into this as well, right? Like I've known for a long time that grandmas were a big avatar for me, right? I know grandmas come in, they purchase for their daughters, they purchase for their grandchildren. But in our old method, or previous method, whatever you want to call it, our manual method of creating avatars, the thought of starting to create that avatar again, it's a little daunting. Now it's fun. Sit down with kcb, have a good chat and develop out this avatar to get a greater understanding of what I know is a major force in our business. And that's the grandmas, right? So it's just fun. It's enjoyable to get in there and have that conversation, get a deeper understanding and learning of your clients and then to be able to write to them.
- [17:16]
A
So Jonathan, like, why could I not just use my own chatgpt or my own Claude or my own Grok or my own Gemini to do all this? Like, why do I need kcb?
- [17:26]
D
That's a really, really, really, really, really, really, really, really, really, really interesting question. And you know, you were sharing the story recently about how, oh, AI will never be able to write blogs for you because it doesn't understand what it's doing or your business, that type of thing. And the reason why is that these LLMs as they're called, large language models, the ChatGPTs and the clods and the Grox and Geminis of the world, they're very, very Smart, but they don't have the nuanced information. They're not prompted and programmed and trained specifically for, you know, certain specialties yet. Right. So what we've done with KCB is yes we use large language models but they're trained. So imagine you take, let's take a human example, right? Imagine that you hire a human and you say to the human, okay, it's your first day of work here at the studio. I want you to go and make five bookings and then I want you to do all the design consultations and I want your average to be five grand and I want you to log all that in the CRM system and studio management system. Then I want you to turn off the lights as you leave the building. What do you think the human's going to do? They're going to be like where do I start? How do I do that? Like I don't know how to do this. Right. So if you imagine you speaking to ChatGPT or Claude or Gemini or Grok or Perplexity or whatever directly and you asking it to help you with this, it doesn't know how to do it because it hasn't been trained. Right. So KCB has been trained. Specifically I give this analogy of we put a brain sucker on Steve, Janine, Ronan and myself and we've taken that knowledge and we've put it into KCB and given KCB our knowledge. So Ronan, that's why using something generic isn't going to give you the same output and the same quality as of results as using kcb. That answer your question?
- [19:49]
A
Yeah, yeah, no, I already knew the answer as you know, but I was just, I think it's important because we hear people saying, you know, well I can do that in ChatGPT and you can to a degree, but it doesn't tick that quality box we talked about earlier. And the reason why is it's learned from all the garbage that's in our industry, quite frankly about our clients value because all you have to do is visit photographers websites and so many of them who aren't difference maker photographers. The garbage that's there, that's what it's learned from. So there's an old saying with any computer system, garbage in, garbage out and you know, so and it takes, it takes so much understanding and learning and as Steve said, we're in the business of people and understanding people to be able to create content that is going to connect with people.
- [20:50]
C
How many hours do you think has gone into training? Because this is like hiring a new person, isn't it? Right. How many hours do you think has gone into training so far? Training KCP so far?
- [21:02]
A
Oh, how many men and women hours have gone in? I haven't done the calculations. I'm nearly afraid to do the calculation, Steve. I'm really afraid to do, do the calculation. But it's, it's, it's, it's, it's. And the reason why is not only is it the training at kcb, but it's the decades and decades of learning that the four of us have that have allowed us to train kcb. So to John's example, if you take on a new employee, you know you are going to spend time based on your experiences to train that new employee the way you want that employee to deliver for your clients. So the same applies. And that doesn't come from you don't start today and know how to train a person the way you want to be trained to serve your clients. You know, it's based on you as the business owner having all that experience and understanding how you deliver value to your clients. And so the same applies to kcb, you know, so if I have to add up the decades and decades and decades of experience of this team alone, apart from the development team and everyone else involved in making this happen, it would be frightening. We could probably have enough time to travel to Mars and back, I would guess.
- [22:15]
B
So what you're saying is in kcb, if a photographer were to write a blog post, the quality is going to have all of those decades and man hours put into it, creating the result as opposed to just going into ChatGPT and say write me a blog post on this topic. That's what you're saying.
- [22:37]
A
You just said it so, so much more eloquently and a better example and took a fraction of the time that I took. I was half full. I was on my way to Mars.
- [22:46]
B
What you said needed to be said too. But I just want people to really understand when they ask that kind of question what they're really asking. Like what? I can't just pop in, write me this. And expected to have all of the experience and all of the right answer, like no.
- [23:02]
A
Yeah, and, and, and the diversity of skills it takes to deliver something that we've delivered apart from all the experience and the knowledge, but the skill sets that are required to do it. You know, I, we had a conversation yesterday with somebody who said, oh, I thought you could just tell AI now what you want and it develops, creates it. I wish I said that's why I wear A cap. Because if I took off my cap, you'd see all the dents in my head from banging my head against the wall for a number of years. Now,
- [23:31]
C
when we started this, the one thing I feared was that it would. It would make everyone's results almost the same, like everyone's avatar similar. But the way it's been done is incredible in that every single everyone has something unique, and it's not just a factory spitting out the same thing. Which I think if you did what Janine said, right, and just said, write me a blog post on this, it'd be fairly generic, but because of the prompting, because of, you know, all the knowledge that goes into it, yes, it follows a framework in order to get the quality, but it's pretty incredible that every single person is getting something that is unique and that is on brand because they actually now begin to understand what their brand is and talks to their avatar because they now understand what the avatar is. And that just blew me away because my biggest fear was that it was gonna, you know, produce generic stuff. But it's incredible to see that it's. It's actually giving people something as unique as they are. And I think that. That's what I think in our industry we're looking for is, you know, we want to distinguish ourselves between the other photographer and have that. That piece of uniqueness. So it's great. Really good.
- [24:50]
B
Well, something else, too, that I want to point out is for someone who's listening to this podcast and may not be in our world yet, and maybe thinking, you know, I might still just try and do this and start learning AI. Why. Why would you start behind the eight ball? Why would you start so far behind and take hours upon hours. Like the amount of. Steve alluded to it, the amount of man hours that have gone into developing this, and we're now six months in, have this tool ready to go to pick up and use, and guess what? We're continuing to add to it all the time because we're living this every day. This is what the entire team is focused on. You need to focus on your business. You need to focus on connecting with your clients. You need to focus on, you know, getting your clients into the studio to photograph them and deliver an amazing transformational experience for them. You don't have time to sit and learn AI from scratch and develop tools for your business. That's what we've done for you.
- [25:52]
C
There's enough distractions without adding more.
- [25:56]
B
Yeah. Oh, my gosh. If you had to imagine taking the man hours to do that and instead use the tools that have already been designed and take those man hours to connect with your clients. The, the incredible impact that will have on your business and your studio. Mind blowing.
- [26:12]
C
So, Janine, list out some of the, some of the stuff that you can do with this, because for somebody that isn't part of our world, they wouldn't know what, you know, what's possible if they did get in there and start working with, with all of these tools.
- [26:28]
B
Well, do you want me to go through like, the practical or the just start listing them off? Like, I mean, oh, my goodness. Okay, so we've already mentioned that you can develop your, your ideal client avatars, right? And so and your brand foundation, which is the why you do what you do, who you're doing it for, the basics of your studio brand, right? Like the, the breadth of your business. But once you get those foundations in place, the daily tasks that you can do. Mind blowing. I love it. Like, like I said, I do my weekly blog post now. I get it done in a half an hour and then all of the social media posts that go along with it done by asking a couple of questions, right? So now not only do I have my blog post done, but I have how I'm going to post it out on Facebook, Instagram, LinkedIn, Pinterest, what I miss Twitter and TikTok if you're TikToking. Right? So, oh, and Google my business. All done for you in the framework. Boom. Click ready to go. Okay, so that's one. Getting the website copy done for your. Your business. Like every page of your website needs to be done in a specific format for this AI chat era, right? It's no longer Google SEO that is top of the order here. It's. It's AI. And so we have developed tools to create your website. Copy. Done. Copy it, paste it into your website. Your website FAQs, same thing. Done. Answer the questions, get the FAQs for every page of your website. And hello, your blog posts as well. Right? Then we have newsletters. You have to write newsletters to nurture. Like if you listened to the podcast last week, which if you haven't, you should go back and listen to it. We talked about how important it is to nurture your clients, but a lot of times it's hard to stare at that screen. What am I going to send my clients this week? What am I going to send my clients this week? Boom. Done. It's done. You can write the newsletter. So it's just, it is amazing to me, even being on the team, how we've been able to push this forward and get it to market the way we have and getting it into the hands of our clients and hearing how they've been able to use it in their businesses, it's so exciting. And that's just the tip of the iceberg. There's more being developed and there's more coming.
- [28:54]
C
That's what I wanted to hear, Janine. Yeah. And it's so exciting.
- [29:02]
A
One thing Steve said about Kasey B. She will be the best employee in your business.
- [29:09]
B
Amen to that. She doesn't call in sick. She's never tired. She never talks back. Well, she might talk back. She has talked back a few times.
- [29:17]
D
So if you're listening and you're, you know by now, you should be like, how do I get my hands on kcb? All you need to do is click the button below. Apply to join Inner Circle because KCB is included in your Inner Circle membership. And join because that is how you get access to your next best employee.
- [29:43]
A
See you on the inside.
- [29:44]
B
See you there, guys.
- [29:46]
C
Very exciting.
- [29:47]
D
Bye for now.