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- [00:00]
A
Yellow Pages went out of business. There's no Yellow Pages anymore. Everything moved to Google and that has been like the be all and end all of how people got their information. It's how businesses were seen. And that became the obsession of so many business owners is how to get top ranking with Google. And now that's changing.
- [00:15]
B
Hey, hey, hey, and welcome back to the Difference Maker Revolution podcast. And we've got Steve all the way from Melbourne, Australia. We won't ask Steve what time it is now. There we have Janine, all the way from Tampa, Florida, and myself, Ronan. I'm here in, near Dublin in Ireland. So there's three of us, Just three of us, Just three of us.
- [00:38]
A
So favorite number, second favorite number.
- [00:43]
B
So really exciting topic, right? AI marketing for the AI era. Right. So that AI can recommend us, Janine. AI recommend us. Like, I know in our previous podcast we said about the AI agents and this was all coming, but that seems a really, really, really big switch that we're going back to. You know, it's nearly like referral marketing, except the AI is doing the referral.
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A
Yeah, Actually, that's an interesting way of looking at it, Ronan.
- [01:16]
C
Yeah, it is.
- [01:18]
A
And it's, you know, our, our good friend, the AI that everybody has now become so fun to chat with. People are having conversations with AI, whichever is your AI of choice, whether it be ChatGPT or any of the others. Right. And so people are in there, they're talking every day, asking it about its problem, helping, asking AI to help solve its problems, whether it be personal, work, business, school. And the more and more people are becoming familiar with having these AI conversations, and they're trusting what AI is giving back to them almost more than they trust other humans to give responses or themselves.
- [01:54]
C
I'm finding. Questioning. Yeah, I'm questioning whether I can actually make a decision anymore.
- [02:02]
A
Are you kidding me? I don't meal plan on my own anymore. I'm like, all right, make me a meal plan. Here's who's eating this week.
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C
You know, I hadn't thought of that.
- [02:10]
A
Oh, it's great. Especially like, James who has, like, he eats three foods and trying to find a way to make those three foods more interesting.
- [02:19]
B
Yeah, with a bit of variety too, Right?
- [02:23]
A
Yep.
- [02:25]
B
So this. What's really interesting about this whole space and, and that we're moving into. Right. Janine, you were, you were talking about the fact that everything has changed, but nothing has changed. So. And I know Steve will talk about that. Nothing has changed, but the. Everything that's changing is just highlighted for Everybody, just briefly, like, what is changing?
- [02:51]
A
So it's interesting, Ronan, because with the everything that's changing, it's how people are getting their information, right? And it seems to be a progression. And you can even take a step back and like, if you want to look at the history of how people got attention as a business, you know, back in the day, I remember I sat on the, on the Yellow Pages and the phone book to get taller because I'm short. Um, and so I remember, like, that's how I use the Yellow Pages. But for my parents, like they had a business and they were in the Yellow Pages and businesses purchased ads in the yellow Pages. They made their name strategically named so that they could rank in the Yellow Pages. And that's how businesses got attention, or newspaper ads and stuff like that. But directories, yellow Pages, things like that. Um, in the late 90s when Google came along, that kind of changed everything, right? Everything changed now. Everything was moving online and people started doing Google searches to find information. And Yellow Pages went out of business. There's no Yellow Pages anymore. And so everything moved to Google. And that has been like the be all and end all of how people got their information. It's how businesses were seen. You know, Google AdWords ranking at the top of Google, like, I gotta get my, I gotta do all my SEO and get my business to show up in page one of Google either with the ad or right below. So that way, you know, business people will find my business. And that became the obsession of so many business owners is how to get top ranking with Google. And now that's changing because the way people are searching is changing. They're not. I mean, people are still doing Google searches, but it's steadily declining every day. And more and more people are having chats with the AI and asking the AI to solve its problems and look for answers. And I think that what's it going like this? No, I can't do it in reverse. The Google is going down and the AI is going up and. Yeah, yeah, something like that. And you would never know as an engineer, right, I can't do a crossbar with my hands. But yeah, it's steadily declining. The one and the other is steadily increasing. The more and more it's becoming commonplace. And so I think in like you already see it, I've already done it personally. And I think if our listeners, if you're listening or watching and if you watched on YouTube, you got to see my funky hands doing the. It's funny little graphic. I guarantee you probably answer yes. To the question of have you used AI to answer questions or to do a search? Right. So it's changing how people are getting their information and where businesses can get their attention is changing.
- [05:36]
B
So as the master of communication, Steve, it's the master of communication. Right. That's the one thing that's not changing is that why we're connecting with AI so well is because it's conversational based. That's how we're built.
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C
Yeah, yeah. I think if anything it's going to help us as difference makers because.
- [06:00]
A
You.
- [06:00]
C
Need to be really clear about your purpose and your why. And for AI to recommend you, you need to be clear on that. And I think one thing that we've seen with our members in their growth is a real beginning to understand of an understanding of who their client avatar is. You know, what their why, what their why is what they, you know, what, what they want for their clients. And like I use, I don't think I've done a Google search for months because it suggests things that I hadn't thought of or alternatives that I hadn't thought of. And I feel like I'm, I'm a lot more productive in finding answers to problems I didn't even know I had. Like, I wasn't even thinking of that. But yeah, that's you, you know, and I think that's where as difference makers we are going to stand out. Because the clearer you get with your why and the more we make this about a, a conversational experience that, well, where AI can come in and really understand, you know, what your purpose is and match you with, make suggestions to people, I can see that I'll be looking for one thing and then AI is going to suggest, why don't you, you know, looking for something to build, you know, my daughter's confidence. Right. If you're clear on that, AI is going to suggest it and you think, oh, a photo shoot, hadn't thought about that.
- [07:45]
A
And then it'll take it a step further and I'll be like, would you like me to book that photo shoot for you? Yeah, yeah, it's coming, it's coming.
- [07:55]
B
So Janine, from a. You know, we say that marketing never changes and basically human beings rarely change. Right. It's the tools that we use that are changing. Right. And how we interact with those tools. So just talk to us about. So if I'm marketing for AI recommendations, all that means is people are going to be searching AI and the AI has to find you to recommend you. It won't like a Google Search give you a listing of 10 and then you're going to click on a number of them and look at them and see which one fits. They're going to actually make it really easy for you and recommend this is the best one for you. Right. So can you just talk about how marketing is changing for that? Because SEO is a lot about, you know, persuading the algorithm to see you having those keywords hidden in your text. So when someone's searching for it, they see you. But this is different, right? That will be part of this, but it's only a small part of it that the AI's sure, smart is the right word, but they know what to check for, right? So the AI is going to be able to understand with a person what the person is looking for. That's using, say, ChatGPT as an example. Search to find who best fits this and recommend that business for them. So what steps are you having to take in your business, Janine, to prepare for this?
- [09:21]
A
So I've done a real hard look again, I'm always revisiting who my ideal client avatar is, what my purpose is, what my why is. And so I've done another real good look at that. And I have throughout my website, I'm still working on this, making it very clear what it is that I stand for, the difference that we make to our clients, what I believe in, what the studio believes in and who we serve. Like, who is my mom? Who is my ideal client? For me, it's a mom. Could be, you know, depending on who you are. It's what it is. And so we are. What I'm working on is making the website, which was SEO optimized, obviously, because we had done all that work when the searching was. Was the thing of the day, but now it's. And it's good because that work didn't go to waste, right? Because you still need a lot of that in your website. But now it's because it's more conversational, which I love. You know, I like having conversations with my clients. My blog posts were always very conversational anyways. I was never one to be like, here's all my photos from one session, blah, blah, blah. And I know a lot of photographers.
- [10:26]
B
You mean. Stop there for a second. Yeah, stop there for a second. Because here's a vital point, right? Here's the key thing. If that's what your blogs are, you gotta stop.
- [10:35]
A
Yeah, you gotta stop. I never really did that. I always thought it was very strange, but I know a lot of photographers that's how they blogged. Oh, I'm blogging all the time. I'm, you know, posting all the pictures from a session. So now it's really like if you think about if Ronan was my ideal client, what is it that he's asking himself? What is that that he's looking for? What is it that he's going to be asking chatgpt about his day, about his life, about his family and that's what I need to be blogging about. So that way my website, my blog, my information will answer those questions. So when AI is looking for answers and scraping, you know, going through the Internet and crawling and trying to find resources, it'll find my text and it'll match me up with Ronan who is looking and it'll do it in twofold one. Like Steve was saying, like when people don't realize what they're doing, looking for and they're asking questions about connection, you have a blog post about connection, it might say, hey, have you thought about doing this? Because AI makes suggestions. But then on another aspect, if it's going to be very direct, like I'm using it right now to plan a trip from me and my daughter to New York for Christmas, right? And so I'm in there, it knows me, it knows Aaron, right? And I'm like, all right, I'm going to be there for three days. I need you to suggest for me the restaurants to make reservations at that will, you know, that are going to be decorated for Christmas. That'll appeal to a 19 year old college student who's jaded on, you know, and, and that we will be able to connect as a mother and daughter having a really good time, right? So I put in all the things I wanted, the time we were going to arrive and it suggested an itinerary for me. It gave me restaurants, it said these are the, the four restaurants I recommend, but my top recommendation. And it said why? Right? I recommend these restaurants because of. And then it gave me as things and you could see when it's thinking, it's, it's going through reviews, it's going through what people are saying, it's going through stories on the website, it's going through things on social media. Like you can see it thinking. So I was watching what it was doing and then it, so it gave me like five recommendations. Then I said, but for you and your daughter, this is the number one recommendation I would make, right? And so I didn't even touch Google. Do you know how now it seems so foreign to me, so foreign and Antiquated almost to sit into Google and type restaurants in Manhattan near Times Square, you know, and, and then have to like get a list of do you know how many restaurants are in fricking New York?
- [13:04]
B
To have to get a lot of.
- [13:05]
A
Work and then sit and click on each website and then click, and then click, oh my God, like I would never even do that anymore. Why? It's so antiquated. It might as well flip through the yellow pages. So this to me, look at all the reviews too. What do you say?
- [13:21]
C
And then you got to look at all the reviews once you got to.
- [13:24]
A
Go see what they're doing on Yelp and you know, oh my God, no way. So now, so like this is where like it's, it's so much easier as a, as a human to use this tool. And this is how people are going to search. So people are going to search if they are in the market for photography. They're going to be asking, this is what I'm looking for. You know, who do you recommend in my area? But then it's also going to do what Steve, I believe is going to be doing what Steve said too. If I'm talking about ways to connect with my child, if I'm looking for ways to celebrate my child's birthday, if I'm looking for ways to celebrate my child graduating from high school, we're going to have conversations and then it's going to say here's something I recommend that you do. Have you thought about doing a portrait session? Because, because it'll allow you, you know, but all that information has to be on your website so that it can know to match you. Ronan, with me, Janine, because our, our values align and what you said you're looking for, I've answered whether it be through client testimonials, reviews, information on my website, you know, things like that.
- [14:31]
B
So Janine, it's really interesting because we've been going through this for, we have a six week program for our current inner circle members. Right. That we're going through to get them pre will be the first movers in this, in the industry. Right. But they have such an advantage to Steve because you know of what they learn as a difference maker photographer and what that actually means. Right. It's going to really stand to them with this, isn't it?
- [14:55]
C
Absolutely. I think that, you know, it's almost like we've been preparing for this for.
- [15:01]
B
Years, decades, decades, new leaf decades.
- [15:09]
C
And it's all led to this. It's just uncanny how it's all the pieces of the puzzle are coming together because I think every business, it doesn't matter what business you're in, they spend a lot of time understanding their clients, understanding their whys. The most successful ones do. And so when we brought this to the photography world, it really has those people who really get and understand their clients, understand their purpose, realize that we're in the business of people, realize that when somebody buys from us, they're not just buying a portrait, they're buying part of themselves, they're buying their child's confidence, they're buying. That fur baby that is now their child. And so because we understand our why, it's, we've been preparing for this for so long and I think if anything, AI is going to help our difference maker photographers really propel with this new wave that's coming. And it's here, it's here, it's here, it's here.
- [16:50]
B
And Janine, before we went live, you were talking about the fact that it's, you know, the photographers, photographers, we call them that photographer who thinks it's all about them, all about their art. And why doesn't everyone value my art? You know, they're the ones, they're the ones who are in real trouble here.
- [17:08]
A
They are. Because, I mean, I don't really think ChatGPT or the AI is going to scan for style alignment. It's going to be scanning for value alignment and what a business stands for and what transformations the clients have written about on the website or through social media and all the areas that it looks for. So how you make a difference to your client, how you give them a transformational experience, that's what it's going to align with, not the finished image. I just don't think it will.
- [17:49]
B
Yeah, it's exciting. I'm really excited about this because I've seen our difference maker members work with us now for a number of years. Like they're so far ahead of everybody. It's amazing.
- [18:01]
C
It's amazing.
- [18:02]
A
Well, here, Ron, and I'm gonna throw another wrench in it for you, okay? If it is about the finished image, someone's not gonna hire a photographer, they're just gonna do it in AI themselves. I've already had clients send me finished AI images saying, Hey, I had ChatGPT render an image, what my family would look like in these colors on this background. Can you do something like this for us? Right? I'm like, why are you even hiring me? But it's because they want the experience. They just wanted that finished image. They would just Have AI created. And that's just only going to get better. They want to connect as a family. They want that connection. Steve, this is all you they want. I'm giving. I'm teeing this up for you. I'm teeing this up. Want that connection. They want that experience with their family, with their kids. They want to hug, they want to love, they want to kiss, they want to snuggle. They want the unexpected things to happen. They don't just want the finished. If they want the finished created, perfect AI image, they're not going to look for you.
- [19:01]
C
Well, we were actually looking at a testimonial tonight, Ronan, from a client who was photographed by one of our members. And what stood out to me was that because of the experience, the husband, it was the first time ever that he shared out loud that he loved his cats and that they were his family. He's never been able to share that out loud. And because as a photographer, we provided that space for him, it was a realization for him how much the cats meant for him. But. And then if you looked at Cindy, his wife's expression as he shared that, she breaks down into tears because it meant so much for her to hear this. And I think that's what. That's the experience people are looking for, to have a revelation about something that is meaningful to them and to rediscover what they value in their lives and how much it means to them and to be given the opportunity to share that. And that's what we do as difference makers. We are helping people rediscover what's important to them or what matters to them, and for them to realize that they have everything they need to be successful, because we're so wired and programmed to look for what we don't have. But when we start to look for the gifts we do have and make it about a celebration of the gifts you have, then that's what they're coming. That's the experience. You're right, Janine. That photo, you know, they can render it if it's about what they're wearing and about, you know, a location that they want to be photographed in. But those conversations, those realizations, those celebrations, that's the experience that they crave. Because everybody's looking for a bit more love, and that's what we give people. And AI can't provide that. But what it can provide is access to people like us and recommendations for people like us. When people are looking for a bit more love, are looking to celebrate something in their life, are looking to for someone who's gonna provide them the space to really dive in deep and create magic.
- [22:02]
B
If you've been listening, you now know why you need to change. You now know why you need to adjust your marketing. Let's just talk a little bit, Janine, about what people need to do, right? And we have our Adobe acronym, right? And the A for ADO stands for accuracy, right? So it's really important, Janine, about what information we put where and that it's, that it's, it's, it's all accurate. Can you just talk a little bit to that?
- [22:31]
A
Yeah. So obviously, since AI is, is the one doing the searching for us, it can't get confused. It is a machine, right? So you have to make sure that your name, your address, your phone number, those basic business ideal, like the, your basic business information is accurate across everything, right? So like for me, this is a big deal, right? Because there's been places where it's like Cloud nine. Somebody spelled it out and did Cloud N I, N E. I never really paid much attention to it before because a human would be like, oh, Cloud 9, Cloud 9 is the same thing, but AI would not. It would be two different businesses, right? So you have to go and make sure everything is the same everywhere and listed identical. Listed the same. Your address is the same if It's Circle or CIR, you know, Suite 101 or Number 101. All these little things which just didn't seem important before is now really important. And so it's a quick audit. You just need to go across everything. Google, Bing, Yelp, Facebook, Instagram, LinkedIn, any directory you might be listed in. Just make sure all of that information is the same across it all.
- [23:44]
B
And then I stands for intent. And Steve, you always talk about this how key intention is, right? So the intention, this is that we need to make sure our purpose and the transformation we give our clients is unmistakable, that it's in every piece of content and written that way, you know, not about the backgrounds, not about all that. Can you just talk about the intention, how important this is in terms of the information we're putting out there on our blogs and our social media and everywhere else?
- [24:18]
C
Well, I think it comes back to a lot of what Janine was saying. Everything has to be congruent throughout everything. And you can't have one message somewhere and a different message somewhere else. So really understanding your intention for people and writing it from that and making it very clear and being very intentional about making it very clear. But I think a lot of people haven't put enough time into really thinking about what their intention is for their clients and what they truly want to get out of their experience was what excites me so much about the course that is being run at the moment. You know, I wasn't on the last one, but Ronan, you were saying, you know, a lot of people were having light bulb moments just discovering that very thing, their purpose and their intention. And when you have purpose and intention, it lights a fire within you, but it also lights a fire within your clients. And I think when that matches, then the II is going to find it so much easier to match you with people that are going to value what you are offering for them.
- [25:38]
B
And Janine, the consistency is going to be critical in this and the tools that we have created for our clients, you know, to be able to not only discover your purpose, your why, who you want to serve, why you want to serve them, and all that important stuff, but then consistently being able to communicate that in language that connects with your ideal client and is really, really clear is critical. And Janine, that helps us with the D bit. Right? So ado A I D O. So the D is for discoverability, Right. So we've got to structure our language and our data that are, that AI can easily find us. What the beauty about it, Janine, talk to us about how this is different than SEO, because I remember when SEO came out first and there was people putting, you know, hold the keywords and white text and a white background on their website. Right. And trying to fool the algorithm. Right. The beauty about AI is you don't need to do all that. You actually just have to converse like we're doing right now. Right.
- [26:44]
A
You have to converse with your ideal client and, and you know, pretend that you're having a conversation with them because eventually they'll be reading it back. So. And that is done with the way you structure your text and the way you structure your header scripts. And so there's a couple ways that, that need to do it. And that's the beauty of what we're developing out for our members, is that it'll take their brand foundation and then create this for them. And so like, you don't have to be a techie and I think people might be afraid you can be normal. Yeah, you just gotta be normal. You don't have to be a techie. You don't have to, you don't have to know all the tech and know how to program HTML and know how to do all this stuff. It doesn't. That's not necessary. You just get to plug it in and it'll create it for you. You just got to pop it into your website. So it's, it's wonderful because I think it takes the pressure off of people from thinking, just throwing their hands on me. Like, I'm not a tech person, I'm. I can't do this. You know, you don't have to be a tech person, you just have to be you.
- [27:46]
B
And the beauty about it, Janine, is like things like metadata, that was very much for SEO, was very keyword centric. This. Now you're, you're using the emotional difference that your client is experiencing as part of the metadata for AI, which is completely different.
- [28:03]
C
Right?
- [28:04]
A
It is completely different. And so that does take a little bit of work. Gotta go back in time and make some changes on the website. Being a little bit at a time, a little bit each day and it's just constant progress. It's great when you need a good doing. Like today is a very, I just need to do things, I don't need to be creative type of day. It's a good day to sit in, go and change some of your meta tags. So, you know, but. And you can use what we've developed to help take your brand positioning statement and then write those for you. Right? To write about the emotion, not just the keyword. It's not just boy, birthday, studio, Cloud nine, you know, it's. It's more about the joy, the happiness, what the child is doing. And it's all, it's of an emotional description of that image that needs to go in there.
- [28:48]
B
So, yeah, and Steve, we teach that, right, how to describe photography. Right. Like what a skill. Like our difference makers already know how to describe photography and we've taught them that. And that's key to all of this, to write your meditation.
- [29:03]
C
Yeah. And to think also. I think what's important is to think in the perspective from a client's mindset. Actually, you know, we used to now, for years, putting our clients shoes on and looking at the world through their eyes and thinking about what's important to them. And, you know, what are those, like Janine was talking before, what are those parts of the experience that they're really after? Like, what is it that a mum wants to hear when she sees her child? What is it about this experience that she wants beyond lights, camera, action? What is it that, you know, she truly, truly wants? So, you know, is it to reconnect with her daughter who's gone off to college? Is it to connect with somebody that she doesn't have access to all of the time and keep that person alive. So, you know, really, really diving into, you know, the real why is really, really important. I mean, I'm so annoyed that I haven't wasn't on last night and I wasn't able to see it, to see it all. But it sounds like it was just an amazing, amazing, amazing two hours. Sounds like people.
- [30:27]
B
Good thing is, Steve, we record everything. We record everything.
- [30:30]
C
Yes. So I'm gonna go over it. I'm gonna go over it tomorrow. Can't wait. Is the recording up yet? It wasn't up when I checked.
- [30:39]
B
Oh, I would say Miko has it up by now. I'd say it's up by now. Yeah.
- [30:43]
C
But I think I looked within 20 minutes of it finishing. I'm like, oh, they haven't got it up yet.
- [30:48]
B
Do you know her? I'm most excited about. What I'm most excited about with this is that. And we've talked a little bit about it, but what I'm most excited about is, you know, typically if someone is googling they're searching for a photographer, right? But difference maker photographers do so much more than photography, right? And there's going to be people asking ChatGPT about how can I get a solution for this? Right? So it might be that, you know, they've lost their confidence and they want to rediscover their confidence. Let's just take that as an example. There's people talking to ChatGPT about that. So imagine ChatGPT, known as a difference maker, that you do that for clients, right? You help, you give them the experience that helps them to rediscover the confidence that they may have lost. Right. They may never have taught that there was a photographer in the world who could help them with that. Right? But this is where you're going to be recommended, where people aren't actually looking for photography. That's what I'm most excited about.
- [31:57]
C
Yeah. That suggestion that suggests which is right for you.
- [32:04]
B
Yes.
- [32:05]
C
Those people who are blissfully unaware that they even need photography, but they have a need for discovering their confidence or whatever that is for them.
- [32:19]
B
Reconnecting with a partner, celebrating their high school senior who's going off to college. A bittersweet moment, Right? Janine, you've experienced that, you know, but you know, as a mom, you know, you want to be, you're so proud, you know, you want to celebrate her, but it's also you want to be reminded every day of the great job you've done as a mum to help her get there, right? So all of those things are just so exciting. I can't wait. The great new era.
- [32:54]
C
The great new era.
- [32:55]
B
Keep on going.
- [32:56]
A
I know.
- [32:59]
B
I can't believe we're 33 minutes into this conversation. I could talk for days on this subject.
- [33:04]
A
I could talk for days about this.
- [33:06]
B
We've all. We haven't even peeled half the first layer of the onion on this, so we'll have plenty of these podcasts coming to you. But you know what? You don't have to wait for the podcast because all you have to do is join us in the inner circle, the difference maker revolution inner circle, by clicking the link below. Come and join us. Come and join us. And you, along with all the other difference makers, can be so far ahead of the curve. Right. That you will put yourself and your business in the position where you're going to thrive in this AI Era, because so many people are afraid of AI when you're a difference maker photographer. This is nirvana. Let's make it one. It's your time.
- [33:54]
C
It's our time.
- [33:56]
A
It is our time.
- [33:59]
B
All right, we'll see you on the next podcast. Bye for now.
- [34:03]
A
Bye, everyone.
- [34:03]
C
Thank you, everyone. Bye, everyone.