- Speaker #0
It's incredible where this technology is going and what you can do with it. And that's just a tip of the iceberg. But this, the world is about to completely change.
- Speaker #1
You're watching Marketing Misfits with Norm Farrar. and Kevin King.
- Speaker #0
What's up, Norm? My brother from another mother. How you doing? Good.
- Speaker #1
How's it going, Kev?
- Speaker #0
All right. So we're doing this episode in Vegas in front of an audience. We've never done this before.
- Speaker #1
Woo! Matt, I think this is great. Reserving this here.
- Speaker #0
So cool. Yeah, we went to the Great Port Dead. We know what I'm talking about right now. Oh, right now? Yeah,
- Speaker #1
I was pretending we were in the sphere and it would be a bigger audience. Oh,
- Speaker #0
I see. Okay. 17,600 people in that sphere. We've actually gone to three shows in the sphere here. We saw the Eagles. We went with Rich and Mark and Isabella on Saturday night to see the Great Port Dead show. And then we saw the, what are their normal postcards from them? edge or stars from earth postcards from earth uh so if you haven't been in spirit yet it's an amazing experience especially uh for a concert uh it's it's really really cool so we came out day early and and did that um but norm we've had some interesting occurrences this week today
- Speaker #1
was like a stressful day for you wasn't it i don't know where again why are you bringing it up for the luggage my room wasn't made for a week There's a lot of things happening. I even walked him over. It was crazy. So the loop closed. We're standing in line for a half hour, 15 minutes. Then we couldn't find a taxi. So we walked, and I don't like walking, sweating like a, you know, crap. And then finally made my way in here. But it took me like 45 minutes to find him.
- Speaker #0
I know when you came in, you were all sweaty. It's almost like that first time you went on stage at CellarCon.
- Speaker #1
Glad you reminded me about that.
- Speaker #0
2017, Norm had not been on stage ever? Or was it your... Ever. Ever. I...
- Speaker #1
Oh, hold it. You know what? I am so... I was so stage... I had such stage fright, my sister-in-law asked me to do their emceeing, and I refused. I couldn't do it.
- Speaker #0
So 2017, Celicon did a big event with like a thousand people here at... was it... MGM, I think it was. Yeah. Or Manly. It was one of those, yeah. And they had a little green room for the speakers. And I was back there. My ex-wife was up to no good at the time. So I was back there just hanging out. And Norm was back there. And I see him. Hey, Norm, do a good job. I'm not going to break a leg. And he's like, no. His sweat was literally pouring down his face. And he's popping aspirin or something to try to calm down. But you went out there and you kicked ass. But you were shaking. Now, I want to do this. all the freaking time.
- Speaker #1
Yeah. But it watched my first 10 podcasts. I'm the same way. Like I was in the fetal position more than anything, but, uh, yeah, that day, not only I went up to the room and practice it about 50 times. I had an ulcer. I was sick. And just before I got on stage, I broke a tooth. So,
- Speaker #0
those are fun times. You ever had diarrhea on stage? Not that I'd admit to. I had that one time. I had that one time. And he's just like, that's the one time where I don't talk over. That's when I don't go over my allotted time.
- Speaker #1
That's the one time you don't bring up in a live audience.
- Speaker #0
Hey, I have my filter. You know that. But speaking of that, Norm and I go to a lot of events. And we find that a lot of events, the best part is not actually the presentations. It's actually the going to dinners and the hanging out in the hallways and the meeting the people. And we're usually, that's why we're the marketing misfits because he and I, I'm not a big smoker. Norm smokes cigars. He's been doing it for a long time. He's a super knowledgeable on it. I always smoke and drink socially. I have, at my house, I have... probably $30,000 worth of alcohol in my bar. I've got probably $20,000 worth of cigars, and I don't touch them unless I have guests or only socially. But when we go to events, we smoke cigars just to chill at the end of the night, and we invite people to come with us. And usually, we're closing down the club or closing down the place or something like that. And at the end of the night, Norm's always got the munchies. It doesn't matter if we're just 8 to 10 o'clock. At 2 o'clock he's like... but that's it man he's like all right where's the pizza place or what's what's what's open uh and we go and grab something oh and we always have coke zeros no one doesn't drink alcohol so we always have coke zeros and usually there's ice cream or something involved And so we were at a podcast show in Washington, D.C. back in, was it August or something last year? And we're walking back to the room. We have some Coke Zeros and some, he settled for whatever the convenience store had. We walk by this, like, it looks like one of those big vending machines with one of those little things that you get a teddy bear. You have the crane and he goes down and pick something up and you try to get the most valuable thing in there. But the most valuable thing, I was like, walking by, I was like, Norm, that looks like an ice cream machine. And he's like, what? And so we actually go over, and it's an ice cream machine. We had to play this game and go down and get this little cup of ice cream and bring it out. Norm, what did you take out, like three or four of them? Yeah,
- Speaker #1
they were good.
- Speaker #0
They were really good. And speaking of ice cream, we've got to tell this story because it segues into our whole podcast.
- Speaker #1
But you know what? It's important because it's strategy. We meet all the time, three days, what, every other month for strategy, and this happened to be a strategy night.
- Speaker #0
It was a strategy. So I was doing a market master's event in Austin. And Norm comes down a few days early because we have a business called Dragonfish together that's about to launch. And we were strategizing. And that night, Norm was staying at my place in my guest room and he had to launch these at 3 a.m. So he goes into my refrigerator and I have some ice cream in there, some Blue Bow ice cream in little cups, like single serving cups. And he grabs one. and starts eating it, you know, just at the kitchen counter, you know, and starts eating, takes a couple bites, like, this is kind of strange tasting. This is kind of weird. And he's looking at it, and he's like flipping it around. It's supposed to be confetti. It didn't have his glasses on, so I think you maybe wouldn't have got your glasses. Put it on, and he's like, holy, this little pattern on here looks like confetti birthday ice cream. It's pictures of little tiny dogs. It's dog ice cream. And so what does Norm do? He doesn't just like throw in the trash can. he buries it in the bottom so that the next day if i pop the trash can lid i won't even see it it buries it in the bottom of the trash can and then uh we're at dinner a couple days later and tells a story i couldn't stop laughing for like for like 30 minutes but speaking of that we you're there for the market masters event which was one of my it's my premier event now so um next year i'm clipping and it's going to be the top level event not bdss because it's so damn good for both the people that come in the hot seat and the experts that come. And the way we do it is so cool. But one of the magics of it is actually bringing experts together. I have 26 of the top experts in the world, my dream 100 that actually come for this, and then the hot seat people spend two and a half hours in a hot seat and we diagnose their business. It's on stage, it's in a conference room, and we go for an hour and we go through all their pain points and nothing but questions. and they've already given us a dossier so we've already researched their business when they give me that i then go curate eight people that can help them they come they sit around and tell you we'll ask these questions we take a break and then the next hour is solutions one of the girls falak that came to my first one september was doing a million and a half dollars she came back in february five months later as a not in the hot seat but just as a audience member uh what i call where they can launch Nazis, and she was doing 5 million. What's up everybody? Your good old buddies Norm and Kevin here and I've got an Amazon creative team that I want to introduce you to.
- Speaker #1
That's right Kevin, it's called the House of AMZ and it's the leading provider in combining marketing and branding with laser focus on Amazon.
- Speaker #0
Hey Norm, they do a lot of really cool stuff if you haven't seen what they do like full listing graphics, premium A-plus content, storefront design, branding, photography, renderings, packaging design. and a whole lot of other stuff that Amazon sellers need.
- Speaker #1
Yeah, and guess what? They have nine years active in this space. So you can skip the guesswork, trust the experts. There's no fees. There's no retainers. You pay per project.
- Speaker #0
So if you want to take your product to the next level, check out House of AMZ. That's HouseofAMZ.com. House of AMZ. She went three extra business in five months. And I asked her, what happened? Is that because of the event? Or is that because you went viral on TikTok? Or did Oprah Winfrey feature you? She said, no, I just actually implemented what I was told. That's the power of it. And the experts get a lot out of it. But not everybody can afford to actually go to this kind of like mastermind think tank. It's out of their budget or out of their time constraint. In-person is definitely the best way to do it. You're not going to get anything close. But I was sitting at dinners, back to what I said earlier, with some of the best value I get. I was out here for Affiliate World with Ray. He's over here somewhere. And we were sitting at dinner one night, and this guy next to me was telling me about this really cool strategy to create these little masterminds online with ChatGPT. And I was like, that's kind of cool and interesting. I never actually thought about it. It was like, yeah, you can do this and this and this. We're going to talk about it here a second. I came back that night. Norm and I were having a cigar at my house. Freezing our butts off. Yeah, freezing our butts off on my balcony and having a cigar. I told Norm about it and Norm's eyes lit up. He got so excited. The next day I had to do some work for the event. So Norm sat on the couch all day playing with this concept. And he's like, holy cow, Kevin, you won't believe it. You want to take it from there?
- Speaker #1
Take it from there. So what it does is it mimics. the mastermind or the think tank. So you have somebody on the hot seat that could be your ASIN, whatever you'd like, could be a person, could be another brand. And then you build a custom custom GPT around each person. So you go and research Kevin King and everything that Kevin King is, what he's involved with, what he specializes in, and you create a custom GPT. Then what you do is you do this for all sorts of people. Then what you can do is you can create your own mastermind or your own think tank. So when you have all these people talking, you ask the prompt to do it. The way that Kevin does it, you have somebody on the hot seat. They are at U.S. questions for about an hour, and then you get answers for what.
- Speaker #0
Another hour.
- Speaker #1
Another hour. So most of the time, what we find is the questions or the pain points that the person is talking about has nothing to do with the answers that they're given. It's a whole other direction. Well, strangely enough, when you have these chat GPTs, let's say of Kevin King in the Amazon world, it might be Matt Kosta, it might be whoever, but they all have their specialties. It might be in copywriting. It might be in PPC. And you get them to cross-reference each other. ask a series of questions and then and this is ongoing so you'll see chat GPT ask the questions and then you'll ask it to do provide answers back and you'll find out that there's certain pain points that it might go on a different direction I do this just to give you an idea I do this for my Sandra I do this for my YouTube and I've started to do this and we've come up with some amazing results lately. We took Perry Belcher. We've got seven people in this mastermind or in this think tank. And all it is is talking about the best titles. What would that look like? What are the keywords? And we talked to Mr. Beast and we talked to all these guys. And we end up with a rough answer. And then we come back and we say, okay. This isn't good enough. We want to drill down on this. And then we'll come back and we'll make it short, like short titles with keywords that are most effective. And it gives us a list of about four or five, and it tells us why each one of the experts is saying that this is the best title. So we do that for the thumbnails. So we did this, Kevin, we did this just before I came on, just before I came out. We put out two videos and the two videos for us, this is good. We had 2,300 views and those are like, those are views and those are mostly like 60% watch. This is lunch with Norm, right? Yeah, this is on the lunch with Norm. So we had 2,300 views and we had 1,900 views.
- Speaker #0
Now with the new OpenAI that just got announced this week, I'm going to play with it. You should be able to have that create the actual thumbnail. Yeah, right there on the spot. You son of a...
- Speaker #1
I was just going to go there. That was later on. I was, Matt, I said, right, I was going to bring that up, but
- Speaker #0
I had no idea.
- Speaker #1
But anyways, what ends up happening is I think we had over 2000% like on the day that we launched better optimization. And this is all through Chats with UPT. And we do it with our thumbnails. We do it with our titles. We do it with a description. And it's incredible. And it's all based
- Speaker #0
on the mastermind marketing masters it's all based on that yeah i'm actually doing what i'm taking the mark the transcripts of the last 24 market investors think things i've done and actually creating like my own little llm what are the common pain points of amazon sellers and actually factoring that in now he does it with chat gpts which is one way to do it building an individual gpt for each person i showed today i think ritu was in there and a couple of you were in the talk that i did today and i do i do it a little differently i do it with O1 Pro, the $200 a month version of ChatGPT. And I just put in, I put in a big long prompt. I showed that in the presentation today. And then I put in the 10 people that I want. It could be Amazon. In my case, I was doing Amazon people because I said, analyze this ace and then give me feedback. And then I told her, I want to see their discussions. So it would actually show me if it takes like five, six minutes to get to this is doing all this reasoning in the background. And it starts spitting out. I'm like watching their transcripts or the discussions. It's like. Josh talking to Matt saying, oh, the second image should be this, or the third image should be that. And Matt's like, no, you should do a test on this. You should do this. You should do this. What if we move this little graphic and put a Made in the USA over here? That'll help it because it says it's Made in the USA, but there's nothing on the image. And it goes back and forth. And I tell it, at some point, after discussions go on, stop. Ask me, have them ask me at least five questions. And the whole thing stops in chapter two. And it'll say, Michelle Barnum-Smith has a question for you. Here's her question. you know say the next person the next person next person now answer the questions all right answer the question one is this answer question two is this and so on and then they continue on i hit the final one and said okay say thanks for your answers and they start discussing amongst each other again and then it comes back and says okay because it's in the prompt now they're coming to conclusions and then spits out like 20 pages of each one of them making very specific suggestions some better than others but some are gold like you need to change your second image to say this because of this reason. And you need to put this graphic. It's incredible where this technology is going and what you can do with it. And that's just the tip of the iceberg. A lot of us in this room know, dabbled with Chabichi, Chabichi helped write an email to help analyze your PPC or something. But this, the world is about to completely change. And I don't think most of us realize how much it's going to change. One of the best, I told Steve Simonson at dinner last night, Steve's really on top of the AI stuff. And I told him at, dinner last night and said, after all these events, after Iceland, I'm going to go somewhere for five days. I'm going to fly to some tropical island where I have a nice view of the ocean with a desk, looking out the window and a nice view of the ocean. I'm going to sit there for 12 hours a day and play, just play on AI because it's so much cool stuff that you can do right now. And if you're not, you don't have to be an expert. You just got to be one step ahead of everybody else. But it's changing so rapidly right now that it's crazy. I mean you you have time to play and you always come out Kevin have you tried this you haven't tried this um so you you make time it's not half time I mean make life you cast you multicast you're talented that's right no it's true and by the way the way that you did it and
- Speaker #1
the way that I did it it's almost the same so you can do actually I really like the way that they can prompt you to ask the question because then you can give a more direct response But in mine, they're already asking and answering the questions based on who they are. But I think that's if you want to get more final drill down questions, I think it's really good. I think that you're doing it.
- Speaker #0
And you played some with the make.com animations. That's right. I mean, right now, agents are the future for us as sellers. I'll let him, he's the experimenter, I'll let him talk, but just to set the groundwork about it. There's basically, there's a gap, a bridge right now between agents and scripting. And make.com is probably the biggest well-known one that can do a lot of high-end scripting, kind of mimicking an agent. And N8M is another one that's really good. But eventually, those are going to be out of the loop. And these agents are going to have minds of their own. Hey, what's up, everybody? Kevin and Norm here with a quick word from one of our sponsors, 8Fig. Let me tell you about a platform that's changing the game for Amazon sellers. That's right. It's called 8Fig. On average, sellers working with 8Fig grow up to 400% in less than a year.
- Speaker #1
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- Speaker #0
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- Speaker #1
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- Speaker #0
Visit 8Fig.co, that's 8Fig.co, to learn more or check the link in the show notes below.
- Speaker #1
Just mention Marketing Misfits and get 25% off your cost.
- Speaker #0
That's 8Fig.co, 8Fig.co. See you on the other side. And you're going to have, if you're an Amazon seller, you're going to have, I believe, it's coming in the next couple of years, you're going to have like eight agents that work for you. You're going to have all these VAs. You're going to have one VA overseeing them. You have an agent that's going out looking for product opportunities. That's its sole job. And as soon as it finds one, it pings up. a Helium 10 research agent that validates it. Then it pings an Alibaba agent that actually is in this. The research agent says, we need to make these modifications. We need to change the handle this much. And the AI agent looks at all the supplier databases and come back and say, Oh, we got it. This is the price. And then there's going to be a launch, a listing agent that actually knows all the cool ways, all the cool tactics to do to make the images, all the right words to say. Then there's going to be a launching agent. and their monitoring agent they're all going to work in that together so not uh sync in synchronism and you're going to just monitor it on top you you'll be able to take your company from 40 employees to three or something like that i think that's coming and the people that aren't on the edge of that you'll be able to launch products instantly i think there'll be 3d printing it's going to evolve a lot it's been kind of slow to catch up it's been a kind of tinkering toy thing but i think some of the they're making 3d houses in austin for a little bit of the houses that people live in 3D printing, it's going to come where you'll be able to test a product and make 50 3D prints of a physical product that these agents have validated, have it on the market in a month, I mean in a week. And I also think the agents with some of this deep research that Grok and OpenAI and the Googles, all those have, they can look in the past and you're going to be able to analyze past sales data and past trends because things in life typically go in 20-year cycles. if you look at the history of man everything typically goes in 20-year groups and there's 80-year master groups but it can look back and add all this history they can predict the future because right now we're selling based on past data and if i think we're going to get this these tools are going to look at the past data and go i think this is what's going to be hot at christmas this year based on what was hot 20 years ago or 15 years ago or whatever and it's going to be wrong probably 20 of the time but if you act on that you're going to have the product first to market be in the stores first before anybody else and 20 of time you're going to miss the mark but most of us miss the mark 20 or more of the time now on a product we want so what's the difference there's going to be major advances but norm is playing with some of this stuff now can you tell us what you're doing on the on our first of all with
- Speaker #1
the 3d printing what do you guys think about doing a kevin king bobble head I am pretty cool. Oh no, no, it would be with the cigar. Yeah, that would be good. So one of the things, before I get to the make side of things, going about your agents and just building them out. So one of my companies, companies has is press releases and content. So we had 20 writers writing press releases, day and night, day and night. We had senior editors that would have to go and check them out, make sure spelling was right, grammar was right, everything was done right, the guidelines were right. We've eliminated 20 writers and we have a senior editor. which we also have an agent as the senior editor. So we go research, writer, senior editor, but there is a human that actually goes through at the end. So right now you'll see that press releases are a lot more expensive than they were even a year or two ago because it's so much better, but it's a distribution still that costs a lot of money. But I just thought I'd throw that out there because that's already taken place and that's in less than a half a year we've been able to do that. 20 writers replaced. So And is that a good thing? Yeah, it's a good thing. The writers might become editors, but we've got a really great senior editor. She does a super job. And we know that every time we go out there, oh, this one. Okay, who's in supplements? Anybody? All right. So you know how hard it is to get that onto a into syndication. It's almost impossible. We did three of them this week. all were okay and we were able to do it just because the TPT, the senior editor, found the loophole. So, and that got distributed to almost 5,000 outlets, which that would not have happened a year ago. We might have got 50 outlets. So that's that part. But for Make, So I'll give you a system that we had. So we wanted to, I wanted, I had a challenge to go and I tried to be an influencer last year. And I thought, okay, how hard could this be? Freaking crazy. Never try to become an influencer when you're in your 60s. Doesn't work. But we created the system and the system worked where, okay, the company would come in. So we signed as soon as they signed anything. We would have that automatically. So we created a spreadsheet. The spreadsheet would, we would, we would have the signature. log in to their their listing the listing would pull it over to a spreadsheet and then it would summarize so it would summarize what it what they were looking for it would summarize the competition and the pain points and the the pros and cons but what the beauty was was alright what am I gonna say so okay let's script it for Facebook let's script it for Twitter let's script it for TikTok, let's script. And everything was done. And it wasn't done just in one way. There was different ways, different demographics, different avatars that was being pulled in for each one of these social media platforms. So I was able to create all these scripts. And then I would just sit down, turn on the camera, and just act like an idiot. And, you know, it was all done. Something that would have taken a ton of time. I can't even tell you how much time. But tons of research. Nothing. is done like that. And we did it for about 300 products over a period of a month. Yeah. Well, did I explain it right?
- Speaker #0
That's good. I think so. That's good. I'll follow along. All right. You follow along. I'll follow along. If I can follow along, then we'll go. Go.
- Speaker #1
Cool.
- Speaker #0
You just mentioned earlier about YouTube and using the AI stuff for YouTube. What do you think about YouTube? Everybody in the Amazon world, the hot silver object right now is TikTok shot. But what do you think about YouTube as a marketing platform? And how many people are missing the boat by not focusing on YouTube? 90%. 90%, just 90%.
- Speaker #1
Yeah, maybe 91. But, okay, YouTube is... it's been out forever influences and creators have been here for a long time how many people how many brands are actually using them they're not you know some are and some are using them effectively but youtube's the same thing it's been there forever and who i forget who we just had on the podcast but It is a best kept secret.
- Speaker #0
The beauty about YouTube is you can go on TikTok shop and you can go viral and last a couple of days. On YouTube, you have sales from stuff you posted eight years ago. It's a long, it's a long, it stays. And people are going there more for how to do things. But you can do that. You can take your product and show people how to do things and grab a lot of traffic. And the algorithm there is. pretty good if you do it right there's certain signals that you got to give it and you can actually grow it's an equal playing field for everybody it doesn't matter they don't care how many subscribers you have there's no advantage the number of subscribers or number of followers they the new guy that just started he's got the right social the right signals and gets that off the going you can crush it and now with their new stuff where they're translating into multiple languages automatically uh that's pretty cool and there's another tool out there that will do the emotion. So it will actually do the emotion of someone screaming or yelling or raising and lowering their voice instead of being monotone AI. And in the voice of somebody, there's some really cool stuff that's happening on YouTube.
- Speaker #1
On that note, they're also taking you, your video, and having you talk in Spanish and Mandarin and whatever.
- Speaker #0
Your lips move into it properly. Yeah. Not just dubbed, but actually properly. But YouTube right now, it's the second biggest search engine in the world. Advertising is dirt cheap. And you can target your competition and target intent-based stuff. YouTube, they're allowing AI creation of video shorts now and putting that out there, which can lead to your longer form stuff. But there is a magic to YouTube. The title and the thumbnail are huge. That's like, just like on Amazon, the title and your first image. Same thing on YouTube, but in the first three seconds of the YouTube are critical too, because most people don't make it past the first three seconds. So you have to have a hook and there's tools like creator hooks and several other tools, BitIQ and several other tools that will help you create these hooks, ChatGPT. But you can do really good stuff with YouTube and we're doubling down on YouTube over TikTok or over Instagram or over Facebook because of... the reach and the value that it has so if you're not paying attention what's going on on youtube plus now on youtube i just read a stat 34 it's like 34 37 percent of all youtube content is consumed on a 75 inch or larger t-up television most people think it's youtube as a mo as a mobile device you're watching it's not people are watching you sitting down instead of watching Netflix, they're watching YouTube for six hours one night, binging. And if you have your stuff there and you the YouTube algorithm will suggest other things. So someone's sitting there watching if you're selling automotive stuff and the and they're sitting there watching automotive car racing things or crazy car racing stunts, then YouTube will match the audience profiles to what you're selling. You can have your videos come in or you can have ads come in there and you can do really well with one punch. They're adding one punch where you can just like Amazon is doing now and watch Amazon on football games. So I just hit enter on your remote. And they'll take you right to Amazon to order. You don't have to scan a QR code. You don't have to do anything. There's a lot of cool stuff coming. So I encourage everybody to take a look at YouTube.
- Speaker #1
Now, a quick word from our sponsor, LaVonta. Hey, Kevin, tell us a little bit about it.
- Speaker #0
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- Speaker #1
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- Speaker #0
What are you seeing? Oh, you just, we just hired a YouTube consultant. He had, he was impressed. I mean, what are they, what are they saying? Well,
- Speaker #1
Whoop whoop. One of the things that you have to do because what you told, you know, they're going to be on an 85 inch like you, you have 200 inch TV. But imagine you're in Texas. Imagine doing a Zoom call. It looks great when you're on a Zoom call, but because of the compression afterwards, it's like 480. You know, you want to be a, you want to be 720 and up, you want to be a 1080 and up, but if you're going on a big screen TV and all of a sudden you're you're pixelated and your mic's over here and it sounds like crap and you've got no lighting or the lighting that you have on your background you're kind of ghosting in and out nobody's going to watch that it just won't happen so that's the very first thing if you're going to do something kind of like what we're doing for your brand is that you've got to have good equipment you've got to you've got to invest in good equipment the background create a studio or make sure the creators are like that so this one we have to wait five minutes before we record a podcast or you do your makeup does your boy wondering does your voice get on your nerves too sometimes Okay. All right. So, but with YouTube, you've got an excellent opportunity to repurpose. And that's where this consultant took a look at what we were doing and said, you know, they loved what we have. We both have newsletters. We have the podcast and we're out there. So they're looking at it and they're saying, okay, put up your podcast once a week. From that, make sure that you have your repurpose clips. One thing I didn't realize that I learned about this is a guy said, oh, Faye, you got the finished podcast. Now go back and re-ask the questions. What was the hot, like market, you know, if something hot came up. And so now, after the... the podcast, hey, Kev, or hey,
- Speaker #0
so-and-so,
- Speaker #1
or what do you think so-and-so is going to say about it? What are the five points? And then you can edit it, put a bit of background music behind it. Now you've got all this additional repurposed content that you could put on. On video, you can repurpose it to all the different platforms, including TikTok. It's the big talk today or nowadays. But then you can repurpose it audio. Then you can take it over and you can do some funky video with it. But you know what I like doing? I go over to Notebook LLM. I get, if you, most people know what Notebook is. Do y'all know what Notebook LLM is? You would know. But notebook, LOL. is a Google app and all you have to do is go to notebook I think it's notebook.google.com but just type in Google LLM and you can log right into it and it's it's incredible so what I do is I'll put in our conversation I'll try I'll go to an app like Descript I just grab the transcript I load it up and it will go and it'll create an interview. Well, first of all, it'll create create all these FAQs. Then it'll take all this information. It'll extract it, sort of like a course curriculum. Then I have an interview, and I can hear what they pulled out, or I can actually prompt it to say, what were the five main action points that, and then we'll have two people going ahead and talking about, it makes a podcast.
- Speaker #0
It makes a, you could use it to train your staff. I mean, take your SOPs or take your transcripts, And it will actually create two people what man and a woman usually now you can i think modify that a little bit and they it will take the stuff it will create its own little script where they're interacting with each other in tone and joking yeah and bringing up stuff it's freaking amazing so if you haven't played with notebook llm I highly encourage you to take a look at that.
- Speaker #1
But not only that, now I can interview them. So I can go in and I can interview them so it could be reciprocal. So it's super cool. Plus... So let's say that you have another aspect that you want to cover. So it's really broad, but now you want to narrow it down. Well, now you can have a completely different conversation with it, and you can modify it. So now if you want to learn, maybe there's three learning points. Now you can have interviews, podcasts, these three learning points. And that's your podcast. Without doing... anything, you can come up and create a podcast with that. And from there, we have a good friend, Colin Campbell, he has his, his podcast that he does, he does that exact same thing. And then he does deep research. So his newsletter, which is doing really well right now, is just deep reads research about his book, Start, Scale, Exit, Repeat. And he brings out a new chapter or a new a couple of pages, I guess it's one small section, each time he puts out this newsletter, and it's awesome. But the next thing you do, and we just talked about it, we're going to be doing it, I'll let the cat out of the bag, but faceless videos. I think it'll be fun. So that's just, go, it's literally what it is. We're going to be chatting away, animated, and it's just basically what we're talking about, but we'll be animated.
- Speaker #0
And you can just pump out content for your brand and for everything just amazingly quick. Yeah. You're talking about Sylvie and stuff.
- Speaker #1
Yeah, Sylvie.
- Speaker #0
Yeah. Sylvie.io is a really cool tool for creating animations in like 20 different formats of videos. You can take yourself, it'll make a character out of yourself and put you in the videos. Or if you have an avatar for your brand, put that person in there. It'll help you write the scripts. And then it takes about five or 10 minutes to render and it'll render out an entire video. in a cartoon format, an anime format, a realistic format, all these different formats, with or without subtitles in whatever language you want. And it creates some amazing, amazing stuff that you can pump out a lot of content for your brand, how-to stuff or educational stuff really, really fast. There's so much going on in the AI world. That's, I mean, Ritu is here. I mean, she's on the leading edge of a lot of that stuff. There's. It's mind-boggling where this is going and we barely touched the surface of it One of the things that we should we should tell them about remember that meeting we had in Montreal with that guy
- Speaker #1
I know the guy.
- Speaker #0
Yeah, I know, you know, you know the guy do you want to tell them what that crazy stuff is doing?
- Speaker #1
Ah yeah sure. So this guy, we met this guy. So there was a guy and uh we're not joining his name. Yeah so we were having cigars in Montreal. So uh He, he's a AI engineer and he came up with something that if you were trying to figure out somebody by the name of Lauren Petrulo and you wanted to know what made her tick, it would go out there. Yeah, just wait. So it would go out, it would scrape everything about you. And then if all your socials,
- Speaker #0
every single post, every blog, every picture you've ever posted on any social and make a profile, he knows what kind of dog you have, the name of the dog, anything you post about your husband, everything. Yeah. And then.
- Speaker #1
So then let's say that you were doing an email. And maybe it's a newsletter and you wanted to grab the person's attention. So they've already signed up, but they have a pet newsletter. And now they're going to know basically what kind of pet you have. Large pet, small pet, medium pet. And to get you more engaged, they could send out either an email to get you to engage or this newsletter that is personalized to each and every one of you. Nothing is the same. Crazy.
- Speaker #0
Yeah, the example idea is that they could know that Lauren has a, we're picking on Lauren, Lauren has a, that's okay, she's been on our CMS trip with us, so we can pick on her. But if you're doing, say you're selling dog beds, as an example I like to give, and you are targeting you have a list of people that are dog owners and you want to really hone in on you could send all let's say it's a thousand people all thousand people the same email hey we just launched a new really comfortable dog bed on amazon it's got this special thong it's got all this kind of stuff and everything whatever your differentiating factors are all good but if you could send an individual email to each of those thousand people that will actually get them engaged and say that's me can you imagine the power of the conversion and the open rates if The subject line says, oh, that's for me. and they start reading the first paragraph as a story that relates to them. So I can use these type of AI tools to go out there and scrape the internet of all your customers. I'll give you like 95% of them. There's a few people that are still private that don't post anything. But most people do. They share their world. There is no such thing as privacy in the United States. And they will grab it and they'll start off with a subject line, some catchy subject line that says something about the best dad for German shepherds. Because I know you have a German, Lauren, I'm just making this up. She has a German shepherd. The best dad ever. for oversized German Shepherds, because you've got large German Shepherds. And then the first paragraph is like, it's a story. Because if you can lead with, they call it the eight second, in video they call it the eight second lead. And you want to start off with eight seconds of a story, if you can, to bring people in. Because if you just start off like, hello, how's the weather? It's a nice day. Or you start off with a sales pitch, you're going to lose people right away. Remember that three second rule I said on YouTube. So if you start with a story. So I was walking down the street with my German. I was going through the woods. on a hike with my German Shepherd and we encountered such and such or whatever and my German Shepherd tripped over a stick and hurt its leg so it was stuck in this bed for two weeks or whatever and it was a such and such type of bed and this bed was so amazing but I know that Lauren has a German Shepherd. I know that she likes to take walks in the woods But she's posted pictures on Instagram with her German Shepherd And I can pick up all other kinds of points from her social media and mix them in You don't want to freak her out and say I know your German Shepherd's name is Larry or whatever But you can do this kind of stuff and you can do this now with video And with video, you can actually, there's tools like HeyGen and some others where you can do custom videos. You can send a video, and you can use Syllabi and something like that to actually make a custom video for every single person with their name and their dog's name in it. And they just think that's coincidence. Like, how does they know the caller says Larry? That's, whatever you want to do. You can get freaky with this and freak people out, or you can be subtle. But if you let your imagination run, the way you can market this stuff is crazy. And you can drive traffic and really resonate and build raving fans All you need is really a thousand raving fans and you've got a multi-million dollar business if you treat those people, right? We're always looking for that next new customer, but the bold is usually sitting in our own list already that we're not using
- Speaker #1
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- Speaker #0
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- Speaker #1
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- Speaker #0
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- Speaker #1
Yeah, well, what would be crazy too is if you have a large dog, so let's say Bernard. And you know the St. Bernard is five years old. Does that hit this glacier? How can you help it? I mean, there's so many ads that you can run for that. It could be a supplement. It could be an ad for a vet in the local area. There's so many things that you can do.
- Speaker #0
Yeah, and email, a lot of times I say email, and people are like, oh, email's dead. Nobody reads their email. But that's actually not true. Email has 4.2 billion users in the United States check their email daily. I'm not saying the world. Check their email daily. 92% of all people are not sorry it's 4.2 billion have email accounts and 92% check it daily and speaking of that I mentioned this most of you probably missed my talk today a few of you were in there but there's tools now that you can use a lot of us get 200 every time they I wake up norm has a ea that filters some of this he's got some sophisticated filters he's more advanced than me but every day when i wake up there's two three hundred emails in my inbox and it drives me crazy if that little red dot is there uh so i have to like get rid of that damn red dot that says someone showed me their phone once and said like 17 322 unread emails i'm like i was like jones and i was like shaking on the ground oh yeah um yeah so he's laughing over there So I look at my emails, but sometimes if I send an email, a marketing email for my customers or a newsletter or whatever it may be, it's going to just get shifted down. If more emails come in, it gets moved down the stack. And when you're going through them quickly, you're just deleting, deleting, following, moving this one over, whatever your system is. If I could land in that inbox at that moment that you're checking your mail. The chance with a rich subject line using some AI tools, the chance that you open that mail goes up from about 10% to about 95%. Because you're in the inbox, you're in the moment, you're in the mindset of checking the email and sorting it. And I'm checking my email and boom, 30 seconds later, here comes a new brand new message. Ding, the bell goes off, you've got mail. And it's a very targeted message. I'm going to probably get you to open it. There are tools from inbox mailers that will do that. They monitor. and they actually will actually let you ping people in their inbox when they're in their inbox just like sometimes if you get uh spam phone calls a lot of times those spam phone calls come in when you're on the phone or your phone is active and live maybe you just made a phone call you're like why am i only giving these spam thoughts because they know you just your phone is active uh and they know it's live it's the same thing on inbox i'm doubling and tripling my conversion rates right now by doing that to get leads for my newsletter and as cost of about 70 cents a lead instead of $2.73 on and up on Facebook. And I can target with that, all you brand owners, you can target people that are in market for certain types of products using Audience Lab or some of these other tools. But my guys, TrendMeter, the ones that do it, they target people from SmartScout, from Helium 10, from JungleScout, and from my Amazon guy, I think is the five that we're doing right now, we're testing. So they can target people that I've been to those websites. And I show up in their inbox when they're checking their mail with my offer. You can do that for your dog brand. You can do that for your supplement brand. You can do that for anything. The technology that's out there with AI is crazy. If you know how to use it from a marketing perspective. There's some other cool stuff you're doing too.
- Speaker #1
Well, yeah. One of the things is having my EA sign your name to a ton of emails. So you have that little dot all the time.
- Speaker #0
I appreciate that.
- Speaker #1
No problem. No problem. So hot things on what? Email?
- Speaker #0
On any of that. AI. Anything AI. Oh, AI. We'll always see them. It's hot out there.
- Speaker #1
There's so many things. There's 5,000 different tools out there. But one of the... The things that we're working on, we have an account, is with copy...
- Speaker #0
Copywriters. Yeah, copy coders. Copycoders.
- Speaker #1
It's unbelievable. Yeah, we went to an... And this is why we always should go to these conferences, and not always Amazon conferences. Kevin and I kind of split up and he'll go to some different conferences and I'll go to some different conferences. Or if we go to a conference, we have these really cool devices called Plods. We don't even have it up here, but we go in. We don't even have to listen. We just put it on there. It records. It summarizes everything. That's hot AI. So we share notes. So he'll divide the room. I'll go into the other half of the room. Then we'll compare notes and see what's hot. it's called plot p-l-a-u-d um the the other thing i was just talking about is this um mario and i it's genesis i think it's called the best copywriting i think i've ever seen no this this
- Speaker #0
is oh this is ridiculous this we went to the ai harry dorcher's ai bot summit yeah and uh up in january in orlando and he had this guy named mario up on stage and for about an hour he just walked through this process of how he's researched all the greatest copywriters of all time, all the greatest psychology books of all time, all the stuff, all the greatest ads of all time, all the greatest product design, packaging designs and everything. And then he put that into his own little LLM. Basically created his own little, it sounds like GPT, but it's like his own little miniature LLM. You log into his website, then it pops up Poe, P-O-E, and runs through Poe. So that's a security feature too, to keep people from sharing it. But some of his prompts, he said, are 19,000 words. I think one was 50. Yeah, it was crazy. Yeah, 50,000. And it's ridiculous what this thing will do. I mean, it's $10,000 for this tool. We got it for $3,000 because we're at the show, social special at the show. He gave a 10-day demo for free. Me and Norm started playing with it. And we're like, holy cow, we've got to buy this thing. So we did. It has tripled my conversion rates on my... Just to give you an example of how much money that's already made me back, even if I paid $10,000, my newsletter, I'll make about $500,000 profit in my pocket this year off of my billion-dollar seller's newsletter. That's not counting how many people come to the BDSS event or buy a live stream or something else. That's just within the newsletter ecosystem of ads, affiliate commissions. What I do is you get the newsletter on Mondays and Thursdays, and there's ads in there, two ads that people pay for. And usually there's an affiliate commission involved, but those are cheap. But where I make my money is on Tuesdays and Wednesdays, I send what I call a dedicated email. I'm now adding it Fridays. It's a single email for a single sponsor. And they pay $4,000 for that one email. and it goes out to the list and it's Tracefuse promoting something or it's it's uh uh one of the other companies that are promoting something uh Levante does it but Chris Rawlings does a PPC challenge for his course he tested it about six months ago and it did so well he kept buying more and just recently came back to me and said I'm gonna lock up the rest of the year and he wrote me a big nice a really big five-figure check and one of the reasons that I closed that deal because I started using this Mario bot. on some of his copy that he would send me. He's a good copywriter. And it would change it, it was doubling and tripling his conversions and open rates. And it's crazy where this stuff is going. And this tool, I just had an example, I haven't even told you this, Norm. My brother, he lives in Dove, my younger brother, he's three years younger than me, his fiance owns one of these little tiki boats. And one of these little tiki boats goes on the lake and you sit around in a little bar, it's like a circular boat. She takes out bachelorette parties and people just wanna get drunk and whatever. and she just bought this franchise and she's having trouble she's running some facebook ads and she's like i don't they're not working and i was like let me see the ads and my brother shows me one of the ads and her first ad was 20 off this weekend i'm like that nobody's gonna buy that that's a that's a retargeting ad you gotta actually educate them first and my brother knows nothing about marketing he's like no that's why i'm talking to you i said give me her what's her website just give me the link to her website so he gave me and said give me the link to her website I put it in as Mario, but I just put it in. I didn't type any prompts, nothing just. pasted it in and within about five seconds i had 50 different marketing angles 25 different facebook ads done all this crazy stuff i sent it to him he's like holy cow this is freaking amazing if you're not using these type of tools in your amazon business and you're just using the basic stuff and those people that are on the show here most of the people that are on the show you're losing you're losing somebody's going to kick your ass so i i encourage everybody here to get outside of this Amazon bubble. I said in the Amazon world a bunch that I think there's people doing $5 million a year on Amazon now. They're going to be doing $500,000 three years from now because you're going to get your butt kicked by people that are on the leading edge of the sea. And also, too. And the opposite, too. People that are actually doing low, they have this competitive advantage by using these tools that are out there that they can blow up.
- Speaker #1
There's a lot of, like at Prosper today, tons of great companies. But it's the other companies, the other half or the other. I don't know how many, but are out there that you don't know about. Most brands will never know about them. They're going to stick within this. ecosystem. But if you go out and you go to the Go High Levels or the AI Summits or Driven or whatever it is, that's where you get to know people who know people. Get to know great apps at AI Summit. There were a ton of great new apps that came out of that.
- Speaker #0
Yeah,
- Speaker #1
yeah. Celebi came out of that.
- Speaker #0
And these are people that know nothing about Amazon, but we can see that, hey, we can apply this to our Amazon, our physical products business. I mean Perry Belcher is probably one of the, he's a little rough around the edges, some people don't like him because he's a little crude at times and whatever. Yeah, but he's not crude. He's a brilliant, brilliant marketer. He's one of the top copywriters alive today. And he's doubling down on AI, but an interesting thing that just recently happened is... He came out to my Billion Dollar Seller Summit last year in Hawaii, and he's just kind of trying to learn more about the Amazon space. And he was kind of blown away at the speakers and the level, he just didn't realize the depth that some of the speakers at Amazon have and what's going on. And then he came to my Market Masters event like four weeks ago, as an expert for two panels, sat on two panels as an expert. And he had everybody glued to every word he said, because he's telling stories and really analyzing this guy's thing. This fellow Ellis said in the hot seat, doing $10 million a year on Amazon with one SKU. a travel neck pillow and he's having some trouble expanding from the european market to the us market and so we took a look and gave him a bunch of suggestions and advice and and perry i'm in his driven mastermind which is thirty five thousand dollars a year it's a hundred and three of us i think i think there's three amazon sellers me isabella ritz and like one other um no howard laying around. No Jamie used to be they they're not in anymore. One or two others. that are in there maybe. So it's all these internet marketers that are coming from a different world. And Perry came to this marketer masters and sat there after looking at this guy's thing. And we were on one of the weekly calls that we do a couple of weeks later. He was talking about going to it. And he's like, man, I can't believe how ignorant these Amazon people are when it comes to marketing. They have no clue on marketing. Us marketers could come in and crush them. We should set something up. Well, we actually pull together either offer a service or offer something to show them. proper outside marketing that they can apply to their Amazon business. They don't know Amazon. They know marketing. But if you can marry those two things together... I think there's massive opportunity and that's one of the things that Norman and I are doing right now with our new company called Dragonfish that we'll be formally announcing this summer. But we have six different silos in this company that we're doing. We have an AI division. We just did an AI webinar. Ritu spoke on it. And we had a guy named Dan that came on there and blew everybody's mind. He crushed it and just flabbergasted everybody. And like, that's cool. Or just like that, but I don't have time for that or I don't know who to hire to do that. So we're going to be doing some of that for people. We're doing branding. We're doing newsletters. We're doing press release stuff. A little bit of management. Media silos. There's a media silos, like six different silos. And the idea is to try to help people integrate all these different disciplines into one so you can bring yourself up. And Scott Dietz is in the room. Is Scott still here? No, he left. He had to take off. Well, Scott Dietz was just at the Titan events. uh in cancun or he actually broadcast in because he had a medical thing but he gave a talk about the ag how in the amazon space especially if you're just an amazon business you're a one-legged stool and he's like you've got to get out all that whole aggregator thing and buying asins that's all dead and right now the big thing is you've got to diversify and you got to add in all these other channels if you're not doing that you're going to be a sitting duck and and disappear and you see See you on the... on the buy side big changes in the market of what people are actually looking for so that's one of the things that we're trying to do uh with dragonfish and then the misfits podcast as we came out with that is a way to actually reach that audience and to build because a lot of people i was just at a newsletter conference and all the newsletter people saying every newsletter should have a podcast because podcasts are intimate it's talk radio you're listening to it when you're working on you're driving your car it's that one-to-one that voice in your ear. And one of the most powerful mechanisms. So some of you may actually, depending on your brand or what you do, you might want to consider doing a podcast. Now, podcasts are work. The average podcast only makes it to seven episodes. And then people quit because it's work. But they're super, super powerful. Hey, Kevin King and Norm Farrar here. If you've been enjoying this episode of Marketing Misfits, thanks for listening this far. Continue listening. We've got some more valuable stuff coming up. Be sure to hit that subscribe button if you're listening to this on your favorite podcast player, or if you're watching this on YouTube or Spotify, make sure you subscribe to our channel because you don't want to miss a single episode of The Marketing Misfits. Have you subscribed yet, Norm?
- Speaker #1
Well, this is an old guy alert. Should I subscribe to my own podcast?
- Speaker #0
Yeah, but what if you forget to show up one time and it's just me on here? You're not going to know what I say.
- Speaker #1
I'll buy you a beard and you can sit in my chair too. You can go back and forth with one another. Yikes! But that being said, don't forget to subscribe, share it. Oh, and if you really like this content, somewhere up there, there's a banner. Click on it and you'll go to another episode of the Marketing Misfits.
- Speaker #0
Make sure you don't miss a single episode because you don't want to be like Norm.
- Speaker #1
Oh.
- Speaker #0
Yeah, I'm 100% agreed. What I just remembered, when we were talking about Matt earlier on, a new ChatGPT integration which is for images I just remembered it I don't know if anybody heard the announcement but yesterday Chachi Boutique came out with this image enhancement tool and I don't know if you played with that I was with Matt at lunch and he showed me and it's it's friggin crazy like you all you have to do you know how you go into 4 or 4.1 you just press and you can see canvas or search or browse well now it's that image yes I heard that's doing
- Speaker #1
text really well. A lot of AI goes garbly, wait, he showed me a car! And you've had to use Ideogram. But Ideogram just yesterday announced 3.0 after that. Like, oh wait, we got something too. Here's 3.0. So it's you're going to have the same shake out in AI that you had with the browser wars. Some of us are old enough to remember Lycos and AltaVista and Yahoo was actually the number one search engine at one point. And then everything moved to Google. The same thing is going to happen, I think, in AI.
- Speaker #0
Yeah, so just going back to that. So he showed me this car and it looked like crap. And all of a sudden it was this beautiful Lamborghini or whatever it is. And then the second one he showed me, which I thought was really cool. How many people have really crappy images and they want a 3D rendering? All it said is make this a 3D rendering. And it extracted it and made a... Beautiful 3D rendering. So that was with a simple prompt, not getting into it.
- Speaker #1
Yeah, where AI is going is amazing. So hopefully we're at time now. It's already been an hour. Can you believe it?
- Speaker #0
Well, we should talk about sitting around the campfire. Go ahead. Just like we're doing. So Kevin and I have this thing called CMS. You might have heard of it. We've had these experiential experiences all over. Well, the first one was at the Austin Formula One race where we got a cabana and we just had a great group of guys. We went to a lot of concerts, private concerts, but it's just for... Individuals, like-minded individuals, who want to sit around the campfire and talk story and just have a great time. There's no mastermind presentations or anything like this and it all started when we went to Howard Tye's event in France, right? And it was late evening and we were all sitting around and all of a sudden we just started talking. We said, we're learning more. Howard, I'm sorry if you're here, but we're learning more around this campfire about life in general and business than we ever had at any event. And so we went out afterwards and we said, it was a day later, you got to do something like this. And so we came up with Collective Mind Society and we've had two events. So far, Lauren's been at the one. So one was the F1. The other one was the Rocky Mountaineer. We had a great trip throughout Canada, a lot of Rockies. Oh, there she is back there. And Koston was there too. And this year, for any cigar smokers, or even if you're not come up for some fun we're going to tampa in november right yeah and we're going to go to a world-renowned uh it's called the cathedral we're going to go to ybor city and just cathedrals i conferred this cathedral converted into a cigar bar right and then ybor city is uh like the place for cigars this is tampa was known for that and then we'll probably end up in at uh jc newman at cigar factory they said we could probably roll a few cigars and you know try your hand at it and there'll be a couple of other events i'm not sure what they're going to be but it's going to be fun so if you're a cigar lover and you want to be around like-minded individuals and just have some fun talk story uh you'll be invited so look out for the email um that MarioBot's going to write. That's right.
- Speaker #1
That's right. Well, Norm... I think that's it. So, before you hit that stop button, just a little too,
- Speaker #0
what are we going to do? A dance? I don't know. No,
- Speaker #1
I don't want to say, I don't want to say you dance.
- Speaker #0
Some of us, nice.
- Speaker #1
So, if you want to learn more about marketing misfits, you can go to marketingmissfits.co. Is it .co or .com? I was doing a year now. I know, you think I've memorized it. I think you're just marketingmissfits.co, not .com. That's right. We want to check out our past episodes. There's some amazing episodes with some amazing people. I mean, you just got to go check it out. You can check it. There's a link there to watch the previous YouTube videos or listen to it on Spotify or Apple podcast or wherever you listen to your favorite podcast. New episode comes out every single Tuesday. If you like this episode, please hit subscribe to the channel and hit share. Share with a friend because the algorithm likes that. That's the number one thing is sharing over likes or comments. Actually, when you share it, it's like the juice of like 50 likes, especially on YouTube. So if you share it, that would be awesome. But we'll be back again next Tuesday, but not on a stage. Not on a stage,
- Speaker #0
but yeah, next Tuesday we'll publish a new... podcast.
- Speaker #1
That's right. We got some really cool ones coming up. So thanks everybody. Norm, I'll see you later. All right. We'll see you later.
