# SEO Rockstars 2026: Day 2 - Jim Sabellico

**Video URL:** https://www.youtube.com/watch?v=E_XkTNXoM90

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## Transcript

**[00:04]** Thank you.

**[00:08]** All right. So, um, y'all can hear me.

**[00:11]** Okay, right? Is this not too loud? We're

**[00:12]** good. Okay. Uh, we're going to talk

**[00:14]** about the unfair advantage of AI and how

**[00:16]** you can use it. And I know that AI is a

**[00:18]** topic very popular for everyone. Um, so

**[00:21]** we're going to jump into it. Uh, because

**[00:23]** a lot of you probably came here for some

**[00:24]** ninja level tricks, some prompts,

**[00:26]** workflows, automation hacks. Um, but

**[00:29]** just a fair warning, this is a classic

**[00:32]** internet marketer bait and switch. This

**[00:34]** is not going to be the AI that you think

**[00:36]** it's going to be about. So, you're

**[00:38]** welcome for that. Um, and the reason why

**[00:40]** is not because AI doesn't work, but that

**[00:42]** advantage is temporary and fading.

**[00:46]** So, everyone in this room has access to

**[00:48]** these same tools. Um, your competitors

**[00:51]** have them, your clients have them. U, a

**[00:53]** lot of you are probably building tools

**[00:55]** as we speak. But if your strategy is

**[00:58]** thinking you're going to use AI better

**[01:00]** than everybody else, that advantage is

**[01:03]** shrinking every day, right? So, you're

**[01:05]** going to try and do that, you're going

**[01:06]** to come out of here with some awesome

**[01:07]** tips and tricks, and yes, they're

**[01:09]** awesome. But what I don't want you to do

**[01:11]** is I don't want you to think that's the

**[01:13]** only thing you can do because you're

**[01:15]** going to be back here uh in six, 12

**[01:17]** months. And yes, obviously, of course,

**[01:18]** we want you to come back, but we don't

**[01:20]** want you to turn into an internet

**[01:21]** marketing junkie where you need your

**[01:22]** next fix, right? We want you to build

**[01:24]** something sustainable that's going to

**[01:25]** stand out.

**[01:28]** So there is an unfair advantage in all

**[01:31]** of this. It just doesn't have anything

**[01:32]** to do with artificial intelligence.

**[01:34]** Okay? There's a different AI we're going

**[01:36]** to cover and I'm going to get to that in

**[01:37]** a minute. But before I talk about that

**[01:41]** kind of AI, I want to talk about this

**[01:44]** feeling, right? This feeling you get

**[01:45]** when you open up your DMs and you see a

**[01:47]** message that says, "Hello, sir."

**[01:51]** You know exactly what's going to happen,

**[01:53]** right? You're going to be sold

**[01:53]** something. This probably feels really

**[01:56]** familiar to most of you,

**[02:00]** but you never get that and you're never

**[02:02]** like, "Man, I'm so excited. I can't wait

**[02:04]** to see what this person's going to sell

**[02:05]** me." You say, "No, delete." You move on.

**[02:10]** But of course, you know, like any good

**[02:12]** internet marketer, we're not going away

**[02:14]** because now they have access to AI and

**[02:16]** it's getting better every single day.

**[02:18]** So, you're going to start to get this. I

**[02:22]** don't know if you've seen this video

**[02:23]** yet.

**[02:25]** assuming I can play this here.

**[02:29]** But now we can start to use AI to change

**[02:32]** appearances

**[02:33]** >> because I guarantee you if you get this

**[02:38]** Well, pause it.

**[02:42]** >> All right. Sorry. If she shows up in

**[02:45]** your DMs and starts asking you a

**[02:46]** question, good chance you're going to

**[02:48]** open that DM up and you're going to

**[02:49]** answer it. There's also a chance half of

**[02:51]** you are subscribed to her Only Fans.

**[02:53]** Okay,

**[02:56]** just remember who you're talking to.

**[02:59]** All right. Why? Because marketers ruin

**[03:01]** everything. Okay. We've used AI to solve

**[03:03]** a problem and in the process, we've

**[03:05]** created a much bigger one.

**[03:09]** So, what is that problem? That problem

**[03:11]** is trust is at an all-time low. And

**[03:13]** that's not just in marketing. That's in

**[03:15]** everything. That's in brands,

**[03:16]** institutions, it's in the news. It's in

**[03:18]** everyone trying to be authentic. Now, it

**[03:21]** obviously didn't start with AI, but what

**[03:23]** AI is doing is it's making it

**[03:25]** exponentially worse at a faster rate.

**[03:28]** Okay? So, how did we get here? We're

**[03:30]** going to do a little history lesson

**[03:32]** because if we don't understand how we

**[03:34]** got here, we're not going to understand

**[03:36]** how to move forward.

**[03:38]** So, here's what's coming next. Um, well,

**[03:41]** let me start back. Here's what's

**[03:42]** happened and then we'll get to what's

**[03:44]** coming next. Creation used to be the

**[03:46]** barrier, right? So, 10 years ago, the

**[03:48]** question was simple. Can you create

**[03:50]** content? If you could write, you could

**[03:52]** design, you could publish, you had an

**[03:54]** advantage over everyone else who had no

**[03:55]** idea what to do, right? Creation was

**[03:57]** hard, distribution was harder. And if

**[04:00]** you could do both, you won the market.

**[04:05]** Then scale became the game. So the tools

**[04:08]** got better. You got access to WordPress,

**[04:09]** to Canva, to Buffer. You started to

**[04:12]** automate some stuff.

**[04:13]** So the question became, can you take

**[04:15]** that content creation that you can now

**[04:17]** do a little bit easier and can you do it

**[04:19]** faster and cheaper? You can do some ift.

**[04:21]** You can do all these things to get

**[04:22]** content out faster, right? So you could

**[04:24]** just publish more, rank more, get more

**[04:27]** traffic.

**[04:29]** Then we started gaming quality. Okay, so

**[04:32]** now that you could do that, then we're

**[04:34]** trying to figure out how do we get the

**[04:35]** best stuff out. So we hired writers, we

**[04:37]** used templates, we got content farms,

**[04:40]** right? So then the bar for good enough

**[04:42]** kept dropping lower and lower and now

**[04:45]** we're trying to catch up to that. We're

**[04:46]** trying to figure out what is good

**[04:47]** content, what is helpful stuff. What is

**[04:49]** actually going to separate signal from

**[04:51]** noise, right? Because Google wants to

**[04:53]** show you the right answer, not just the

**[04:55]** garbage. So I mean that's essentially

**[04:58]** their goal, right? They want to give

**[04:59]** users what they want. They want the best

**[05:00]** answer. How do you get to be the best

**[05:02]** answer?

**[05:04]** Then AI showed up and turbocharged

**[05:07]** everything into the ground. So now you

**[05:09]** can create a 100 blog posts in an

**[05:11]** afternoon. You can rewrite your

**[05:12]** competitor's content. You can create

**[05:14]** original content that passes plagiarism

**[05:16]** checks. You can do all this awesome

**[05:17]** stuff from your phone while you're on

**[05:19]** the toilet. Right? You could do this now

**[05:21]** faster than ever before.

**[05:24]** So here's the present day problem. We've

**[05:26]** got three separate things that are

**[05:28]** happening at the same time. Problem

**[05:30]** number one, trust is collapsing. Okay?

**[05:33]** People are becoming guarded because they

**[05:36]** have a hard time telling what is real

**[05:37]** and what is not. Right? We go back to

**[05:39]** that video example. I'm sure you've got

**[05:41]** relatives who say, "Hey, I saw this

**[05:42]** funny video." And you're like, "Mom,

**[05:44]** that's AI. Are you how do you not see

**[05:46]** this?" Right? But people are becoming

**[05:48]** guarded because they don't understand

**[05:50]** what is real and what is not. So,

**[05:52]** they're starting to get a little bit

**[05:53]** burned out on accepting this content in

**[05:56]** without understanding is it real or am I

**[05:58]** going to be an idiot for believing this?

**[06:00]** And that's not your fault necessarily,

**[06:02]** but as a marketer, that is now your

**[06:04]** problem.

**[06:07]** Problem number two, people are isolated

**[06:10]** and getting further and further

**[06:11]** isolated. So people are spending more

**[06:14]** and more time alone consuming content.

**[06:16]** And what do they do when they feel

**[06:18]** isolated and alone? They doom scroll

**[06:20]** more content, right? They dig that hole

**[06:22]** deeper and deeper. And people as a

**[06:25]** society are trusting other people less.

**[06:28]** And we are consuming more of that

**[06:29]** content that keeps us isolated because

**[06:30]** it's the only thing that we can do to

**[06:32]** kind of fill that void.

**[06:37]** The economics are changing. Okay, this

**[06:39]** is the third part. We are now getting

**[06:42]** faster answers, right? Algorithms are

**[06:44]** updating to give us AI overviews, uh,

**[06:45]** right? Different answers that are

**[06:47]** directly fed to us faster than ever

**[06:50]** before. Okay, so you're creating some

**[06:52]** content. Google's now summarizing that

**[06:54]** content right in the search. A lot of

**[06:56]** people are getting that, never actually

**[06:58]** clicking to build zero relationship with

**[07:00]** you or your client, okay? that they're

**[07:03]** getting the answer that they searched

**[07:04]** for and they don't half of them have no

**[07:06]** idea who the heck you even are. They

**[07:08]** know that they got their answer they

**[07:09]** wanted. They can care less who gave it

**[07:11]** to them.

**[07:13]** Okay. So, here's what's coming in the

**[07:15]** next six to seven months. And six to

**[07:17]** seven for anyone listening, that's for

**[07:18]** my son. Um, all right. So, here's what I

**[07:21]** need you to hear. This is the flood.

**[07:24]** Okay. So, we're I think in this phase

**[07:26]** right now, this is when tools are even

**[07:29]** more and more accessible. Again, I'm

**[07:30]** sure half of you have made a vibecoded

**[07:32]** tool in the past month. Again, I know

**[07:35]** some of you are doing literally right

**[07:36]** now.

**[07:38]** Every business is going to have access

**[07:39]** to all of these things if they don't

**[07:41]** already. Okay? Not because they want to,

**[07:44]** but because they need to keep up and it

**[07:46]** becomes this uh kind of constant

**[07:47]** treadmill where you're where you're just

**[07:50]** trying to keep up with your competitors.

**[07:53]** So, the volume of content and the amount

**[07:55]** of content we're putting out is going to

**[07:57]** 10x or more. Okay? Okay. And most of it

**[07:59]** will sound generic and garbage.

**[08:04]** Algorithms will keep trying to filter

**[08:06]** out the slop, right? Because algorithms

**[08:08]** are going to do what they want to do.

**[08:08]** They want to keep you on the platform,

**[08:10]** but they still want to provide some

**[08:11]** value to their shareholders. They want

**[08:13]** to get those advertising dollars.

**[08:15]** They're going to try and filter out the

**[08:17]** garbage to some extent. And that's going

**[08:19]** to be pretty difficult to do because, as

**[08:23]** always, marketers ruin everything,

**[08:24]** right? So, we're going to keep finding

**[08:25]** ways to game the system because the same

**[08:28]** AI that's creating the content is the

**[08:29]** same one that's also learning the

**[08:31]** filters.

**[08:33]** So, what happens next? Trust degrades

**[08:36]** further. Now, we get to the spot where

**[08:39]** customers stop trusting the algorithms

**[08:41]** because they don't know what's real. And

**[08:43]** where do they turn instead? Okay,

**[08:45]** they're going to start turning to people

**[08:47]** they already trust,

**[08:50]** communities that they're a part of, and

**[08:52]** brands that feel human. Okay, this slide

**[08:56]** particularly the things right in the

**[08:57]** middle those three bullet points could

**[08:59]** be my entire presentation. Okay, so if

**[09:01]** you can master those three things

**[09:04]** that's all you need. Okay, because

**[09:06]** what's happening now in society and this

**[09:08]** is not a SEO thing specific but this is

**[09:11]** just exactly what culture is happening

**[09:13]** to as people.

**[09:15]** Okay, we are getting increasingly more

**[09:17]** isolated. Our relationships are getting

**[09:20]** more and more difficult to maintain. And

**[09:22]** what happens is when you pick up your

**[09:24]** phone and you don't know who the heck to

**[09:26]** trust, you're going to crawl back to

**[09:28]** someone that you know, right? It's going

**[09:30]** to go back from when you open up your

**[09:31]** phone and you scroll on TikTok, you get

**[09:32]** some random person you never met before

**[09:34]** giving you information. Now, you're

**[09:36]** going to start to question, is that

**[09:37]** person even real? Do I understand who

**[09:40]** this person is?

**[09:41]** But you can't fake the funk, right? If

**[09:43]** you know uh let's say this person who's

**[09:46]** been creating content for six years, you

**[09:48]** follow them, you know who they are, you

**[09:50]** build some level of reputation with them

**[09:52]** or at least understand who they are,

**[09:53]** they have a family, they have this or

**[09:54]** that, you can start to believe them a

**[09:56]** little bit more because you know that

**[09:57]** they're a real person, right? There's

**[09:59]** some community behind it.

**[10:01]** So that brings me to the only moat left

**[10:05]** and that is not traffic. It is trust.

**[10:08]** Okay? Because all of you are awesome at

**[10:10]** SEO. This is not news. Rankings are

**[10:13]** easier to accomplish than reputation.

**[10:16]** Okay? Reputation is a difficult thing to

**[10:17]** do. It takes a lot of work. There are

**[10:19]** not a lot of ninja level tricks I can

**[10:21]** give you for reputation other than to be

**[10:23]** your freaking self and don't be afraid

**[10:25]** to share your story. Okay? But if you

**[10:27]** can master reputation,

**[10:29]** you will have an unfair advantage of

**[10:31]** everybody else.

**[10:34]** So this is the problem. You can't fake

**[10:37]** relationships at scale and you can't

**[10:39]** automate trust.

**[10:40]** Okay. And that's where we get into the

**[10:42]** problem part. So, how do we fix it?

**[10:45]** Okay. How do you build trust at scale

**[10:48]** without losing what makes you human? I'm

**[10:51]** going to tell you, but first we're going

**[10:52]** to talk about cake. Okay. I know that

**[10:55]** sounds weird. Weird transition, but cake

**[10:57]** is important to us. October 29th, 2019.

**[11:01]** Okay, we're going to do a little story

**[11:03]** time.

**[11:05]** I was at the time um working at my

**[11:10]** agency. I have a digital agency. We do

**[11:11]** website design primarily.

**[11:14]** I would leave for work 3, four o'clock

**[11:16]** in the morning and I would take my phone

**[11:18]** out and videotape the road in front of

**[11:20]** me as I'm driving to work to show how

**[11:23]** awesome I am. Post it on Instagram story

**[11:25]** and tag the time to show that I was

**[11:27]** working harder than everybody else. So,

**[11:29]** I'm leaving the house 3 4:00 in the

**[11:31]** morning. I get home 7 8 o'clock at

**[11:34]** night, kiss the kids, go to bed, do it

**[11:37]** again, right? Because it's all about

**[11:38]** that hustle and grind. And you got to be

**[11:40]** successful.

**[11:42]** To me, I thought that was success,

**[11:43]** right? The success is like you want the

**[11:45]** most money, you want the nicest cars,

**[11:47]** the nicest house, you want to have all

**[11:48]** this awesome stuff. I accomplished it,

**[11:51]** okay? Had the beautiful house, nice car,

**[11:55]** everything you could possibly ask for.

**[11:57]** Any toy you could possibly ever want.

**[11:58]** Did that till this day. Okay. Okay.

**[12:02]** October 29th, 2019 is my son's sixth

**[12:05]** birthday.

**[12:08]** I came home to that.

**[12:12]** That is a half eaten birthday cake that

**[12:15]** I didn't get to see the first half.

**[12:17]** Okay.

**[12:18]** 8:45 at night. Park my car in the

**[12:21]** driveway. I come into my house

**[12:24]** and I'm like, "Hey, let's sing happy

**[12:25]** birthday." And my wife puts down this

**[12:27]** cake and she's not really in the mood to

**[12:30]** talk to me because she's been dealing

**[12:32]** with his friends over all day.

**[12:34]** She's frustrated. I'm like, "Hey, dad's

**[12:38]** home. Who's not excited for dad to be

**[12:39]** home? Let's sing happy birthday."

**[12:42]** Drops a half a cake on the table.

**[12:48]** In that moment, success,

**[12:51]** the bank account, the cars, the whatever

**[12:54]** you could possibly want, doesn't matter.

**[12:57]** Okay? I was in the worst shape of my

**[12:59]** life. 150 lbs heavier. Literally on the

**[13:01]** brink of divorce. My wife filled out the

**[13:02]** papers. Just hadn't submitted them yet.

**[13:04]** Didn't really know my kids.

**[13:07]** But I was successful. I had everything.

**[13:11]** I had nothing. Okay? I had no

**[13:15]** relationships at all. Barely knew

**[13:17]** myself.

**[13:18]** Now, I know that's a really weird

**[13:20]** tangent to go down,

**[13:23]** but I want to ask you a question because

**[13:25]** I feel like something happened in this

**[13:27]** room. You look at me different.

**[13:31]** Not because I became more credible, but

**[13:34]** because I just became more real for you.

**[13:36]** You might have seen yourself in that.

**[13:38]** You might be thinking, "Man, I'm at this

**[13:40]** conference in Dallas, Texas. What's

**[13:41]** going on in my house right now?"

**[13:44]** You might be thinking, "Hey, when I get

**[13:45]** home from this conference, I'm going to

**[13:47]** get all these awesome tools and tricks.

**[13:49]** I'm going to go do X, Y, and Z."

**[13:52]** And I want you to also think when you

**[13:54]** walk in your house,

**[13:56]** how you coming home to

**[14:00]** I want you to think about, am I really

**[14:01]** successful?

**[14:03]** Am I actually owning my story and

**[14:05]** telling who I am? Not just for me, my

**[14:08]** agency, but for my clients. Because

**[14:10]** you're not doing rankings necessarily

**[14:12]** just to boost their bottom line, right?

**[14:14]** Are you? No. You're trying to get them

**[14:16]** more business so they could feed their

**[14:17]** kids so they can spend more time with

**[14:19]** their family so they don't have to

**[14:20]** hustle and grind at 3:00 in the morning.

**[14:22]** This is not about rankings, guys. This

**[14:24]** is about reputation.

**[14:26]** That is the version of AI. I want you

**[14:28]** guys to understand authenticity and

**[14:31]** intentionality.

**[14:34]** This is your new definition of AI.

**[14:37]** Because as we are walking down this

**[14:39]** path,

**[14:40]** as everyone gets access to these tools,

**[14:43]** that is the only thing that's going to

**[14:45]** stand out. If you can understand who you

**[14:48]** are, what makes you unique, right? All

**[14:51]** of that stuff is only accessible to you.

**[14:54]** Can't be faked.

**[14:58]** And here's where it comes unfair. Okay?

**[15:00]** When a brand stops acting like a brand

**[15:02]** and starts focusing on building

**[15:04]** relationships,

**[15:06]** they build unbreakable bonds.

**[15:07]** Unbreakable bonds will not be affected

**[15:09]** by algorithm updates. They will not be

**[15:11]** affected by differences in technology.

**[15:14]** People are loyal to relationships that

**[15:18]** they can trust. Okay, that is the

**[15:20]** difference between traffic and trust.

**[15:22]** Traffic is someone who clicks. Trust is

**[15:25]** someone who sees themselves in you.

**[15:29]** Why is this important? Because people

**[15:31]** have four basic needs. Okay, this is a

**[15:33]** big part of my personal life philosophy

**[15:35]** and I want to share with you. People

**[15:37]** want to feel

**[15:40]** loved, appreciated, seen and heard.

**[15:42]** Okay, we abbreviate that as lash.

**[15:48]** But if you remember that part that what

**[15:50]** you're trying to do is you're trying to

**[15:51]** get the person on the other side of that

**[15:53]** relationship to feel those four things.

**[15:56]** And I don't know if any of you have

**[15:57]** kids. I want to give you a good example

**[15:58]** of like how I relate this. Um, over the

**[16:02]** summer, my daughter is standing out by

**[16:04]** the by the pool and on the diving board

**[16:06]** and she says, "Hey, Dad, watch this

**[16:08]** jump." And she jumps off the diving

**[16:10]** board into the pool. And what do you

**[16:12]** think the first thing she did when she

**[16:14]** got up out of the water is?

**[16:19]** >> She wants to be seen, right? We are all

**[16:22]** just kids, guys. We are just grown-up

**[16:24]** kids. We have the same needs. We just

**[16:26]** want to feel loved, appreciated, seen,

**[16:27]** and heard.

**[16:29]** Great content used to do this. Okay? It

**[16:32]** used to be that content because it was

**[16:33]** difficult to make, put a lot of effort

**[16:35]** into it, used to make us feel seen, but

**[16:38]** now what's happening is the garbage that

**[16:40]** we put out has no soul left in it. So,

**[16:44]** yeah, it's getting seen, it's getting

**[16:46]** views, but it's not connecting. It's not

**[16:48]** building relationship.

**[16:51]** So, what I did just now in this room is

**[16:53]** a great example of something that works

**[16:55]** one-on-one, right? But your job is not

**[16:58]** really to do that oneonone because we're

**[17:00]** marketers and we don't get paid to

**[17:02]** connect one. We get paid to get do it at

**[17:04]** scale.

**[17:06]** So, how do you do it at scale? Right?

**[17:08]** That's the thing that we're trying to

**[17:09]** get to.

**[17:11]** Authenticity and intentionality. And

**[17:13]** that's a slide. I have no idea why it's

**[17:15]** there because I made this on the plane

**[17:16]** on the way here. But let's reinforce

**[17:18]** that.

**[17:20]** Authenticity is your story. It's what

**[17:21]** shaped you. It's what you survived. It's

**[17:23]** what you learned. But it's not

**[17:24]** oversharing.

**[17:26]** Okay? It's just being you. It's being

**[17:28]** the same version of you that's at home,

**[17:29]** that's at work, that's with your

**[17:31]** clients. It's with everybody else. Okay?

**[17:33]** It's understanding the core values. It's

**[17:35]** what you believe because of what you

**[17:37]** lived. It's what you refuse to do, and

**[17:39]** it's what you want to do. And it's

**[17:40]** owning that freaking thing every single

**[17:41]** day. And showing up as that same version

**[17:43]** of you no matter where you go.

**[17:49]** Your intentionality is your future.

**[17:51]** Okay? If you think about it, like your

**[17:52]** authenticity is your past. Your

**[17:54]** intentionality is your future. It's how

**[17:56]** are you using this day that was given to

**[17:57]** you. Okay? How do you show up on

**[17:59]** purpose? Not just wandering through the

**[18:01]** day, but like what are you doing with

**[18:03]** this next intentional amount of time

**[18:04]** that you get?

**[18:06]** What are you going to say? What

**[18:07]** relationships you going to build? What

**[18:10]** are you going to do with the fact that

**[18:11]** you're freaking here right now missing

**[18:12]** out on something else? Are you going to

**[18:14]** make it worth it? or you're just going

**[18:16]** to take this information and just go

**[18:17]** back to your normal life and forget to

**[18:19]** actually apply it. But you're

**[18:21]** sacrificing a portion of your time to be

**[18:23]** here to learn this information. I cannot

**[18:25]** stress enough the importance of actually

**[18:27]** going home and using it.

**[18:31]** I don't like God forbid, okay? But there

**[18:34]** is a chance I might not make it home

**[18:35]** from this conference.

**[18:38]** I don't take that lightly. I know if I'm

**[18:41]** coming here to share this information, I

**[18:42]** want you guys to take that same level of

**[18:44]** intensity and understand it freaking

**[18:46]** matters

**[18:48]** because authenticity and intentionally

**[18:51]** uh try that again. Authenticity and

**[18:53]** intentionality will always beat skill.

**[18:57]** Okay, I want to share an example.

**[19:00]** These two people,

**[19:03]** you probably don't think skill as your

**[19:05]** first thought,

**[19:09]** okay? But let's talk about this. These

**[19:12]** are people who have quite visibly

**[19:14]** crashed out. Okay, we have seen a lot of

**[19:17]** information about these people online

**[19:20]** all their dirty laundry. You've seen

**[19:22]** some maybe a little bit more. Let's look

**[19:23]** at Kanye first. Kanye shot probably one

**[19:27]** of the worst looking ads in history on

**[19:28]** his phone. Sold $19 million of this

**[19:33]** shoe. Okay, this is the shoe that he

**[19:35]** sold $19 million of in 24 hours.

**[19:39]** very unfiltered. That's his

**[19:41]** authenticity.

**[19:43]** But he deliberately leaned into, hey,

**[19:45]** this is me. I know I'm a hot mess. I'm

**[19:47]** just going to go tell you to buy my

**[19:48]** shoes. He literally tells you just go to

**[19:49]** his website and buy a pair of shoes.

**[19:53]** Then we've got Kim, okay, who turned a

**[19:55]** sex tape scandal into a $ 1.7 billion

**[19:59]** empire with zero traditional business

**[20:01]** skills. Okay, everyone's seen that.

**[20:04]** Maybe some you haven't, but at least you

**[20:07]** know about it. Okay, so we're going to

**[20:09]** talk again about like not a lot of skill

**[20:11]** here, but yes, you're owning your story

**[20:13]** and you're using that now with purpose.

**[20:15]** Okay, so how do you actually do this?

**[20:21]** Number one is identity. Okay, to

**[20:23]** understand who you are because you

**[20:26]** cannot scale what you have not defined.

**[20:31]** You can't be you at scale if you don't

**[20:33]** know who you is. Okay? And this goes for

**[20:36]** you as a person, goes for you as an

**[20:38]** agency, it goes for you for your

**[20:40]** clients. Okay? And this is a question

**[20:41]** you should be asking your clients as

**[20:43]** well.

**[20:45]** Most people just think, hey, what should

**[20:47]** we write about? What keywords should we

**[20:49]** target? How many posts are we going to

**[20:50]** put out per week? Way deeper than that.

**[20:53]** Okay. What you got to look at is

**[20:56]** understanding who you are. Okay? So,

**[20:58]** we're starting with where did you come

**[21:00]** from? What shaped you? What broke you?

**[21:02]** Okay, what did you survive that gave you

**[21:03]** a perspective nobody else has? You could

**[21:06]** read the questions, but the point is

**[21:08]** it's who are you at the root? Okay, for

**[21:11]** me, yes, I have 25 years of business

**[21:14]** experience. I went through that story

**[21:16]** with my family. Okay, so for me, when

**[21:18]** I'm talking to somebody, we want to talk

**[21:20]** about, hey, how do you balance being a

**[21:22]** successful in the business world and

**[21:24]** successful at home? How do you show up

**[21:27]** as a dad? How do you show up and do all

**[21:30]** of these things? I could talk about

**[21:32]** that. You can go ask me any question you

**[21:34]** want. You could look on my social media.

**[21:35]** You could read my book. It's who I am.

**[21:38]** Okay? I am authentically that and I live

**[21:40]** it. It's a mess. It's not fun to share

**[21:42]** with people on the internet that you

**[21:44]** were on the brink of divorce that you

**[21:45]** had all this ugly stuff.

**[21:47]** Okay? But that's who you are. Nobody

**[21:50]** else can fake that.

**[21:53]** They need to get intentional. Okay? What

**[21:55]** do you want to be known for? And that's

**[21:57]** again same thing here. What is your

**[22:00]** identity? And who are you going to live

**[22:01]** it out? Not just you are a landscaper.

**[22:04]** Not just you're a dentist. What do you

**[22:06]** actually do? Oh, you help people get

**[22:09]** veneers so they have confidence. So then

**[22:11]** they can go talk to people and have a

**[22:12]** life because it happened to you. Okay.

**[22:15]** So now you're a dentist who has a story.

**[22:17]** Now people relate to you because they

**[22:19]** understand that. It's not just you're

**[22:21]** selling dentistry work. You're now

**[22:23]** selling confidence. you're selling, hey,

**[22:25]** this guy did whatever. Okay, it's all

**[22:28]** about the relationship and the the

**[22:29]** longer term about the human emotion and

**[22:31]** connection part because that's where AI

**[22:34]** gets unfair. Okay, when you lean into

**[22:37]** this, you don't generate slop and put it

**[22:39]** out there because it ranks. And no

**[22:41]** offense to anyone who's given AI

**[22:43]** techniques and whatever else to create

**[22:44]** more content, my personal style, you got

**[22:47]** to amplify your voice, not project

**[22:50]** somebody else's.

**[22:53]** But we are marketers and we still just

**[22:56]** want ninja tricks. So I'm going to give

**[22:59]** you one here. Use brandkit.com is a

**[23:03]** website. Okay. And this is a tool that I

**[23:05]** made personally. And can I get to the

**[23:08]** internet from here? Yes.

**[23:13]** So I want to take you through this.

**[23:24]** So uh you can't even see my screen. What

**[23:27]** screen are we sharing here?

**[23:33]** >> No, we're on a different desktop.

**[23:38]** Here

**[23:44]** we go. I got it.

**[23:45]** >> Okay.

**[23:45]** >> Actually, you know what? I use a

**[23:46]** computer. Contrary to belief,

**[23:49]** I get paid to do this.

**[23:52]** Just can't see a damn thing over here.

**[23:54]** Um, lost my mouse. Here we are.

**[23:58]** >> Trying to make it larger.

**[23:59]** >> Yeah, I just lost the mouse.

**[24:04]** >> Okay. So, I am not selling this, by the

**[24:07]** way. This is for sale, but I'm giving it

**[24:08]** to you guys for free.

**[24:10]** >> All right.

**[24:11]** >> So, there you go. Bonus for you.

**[24:12]** >> Thank you.

**[24:13]** >> Thank you, J.

**[24:14]** >> You're welcome.

**[24:18]** >> Let me just log in and I'm going to show

**[24:20]** you exactly what this does because it is

**[24:21]** one of the coolest things I've ever

**[24:22]** built.

**[24:26]** >> No, no.

**[24:29]** All right. So, here's what BrandKit is.

**[24:31]** BrandKit is a way to take all the stuff

**[24:33]** that I just talked about and do it at

**[24:35]** scale for a business. So, this is my

**[24:39]** account and obviously I've already set

**[24:41]** up my account. If you log in, it's going

**[24:43]** to walk you through all of this. Super

**[24:44]** simple. But what this gives you is a

**[24:47]** complete understanding of who you are as

**[24:49]** a brand, of what your guiding principles

**[24:51]** are, of how do we scale this here? Um,

**[24:54]** what your north star is, right? The one

**[24:56]** direction your company is going to, your

**[24:58]** about us story, your core values. Okay?

**[25:00]** Everything about you as a business lives

**[25:03]** here. Okay? And you also get a nice

**[25:05]** sharable link with this. If you need to

**[25:07]** give it to web designer or content

**[25:10]** editor, whatever else, you can give them

**[25:11]** a link. They get access to all this

**[25:13]** information. Okay? It's your logos, it

**[25:16]** is your colors, it's your fonts,

**[25:19]** everything about you as a business, what

**[25:21]** you should talk about, your content

**[25:22]** pillars, how much you should talk about

**[25:24]** them. Like all of this information is

**[25:25]** here

**[25:27]** and you can play with it. Now, the fun

**[25:29]** part for me, because we like fun stuff,

**[25:32]** is when you walk through this initially

**[25:34]** setting up your account, it's going to

**[25:37]** do most of the work for you because

**[25:38]** again, we like tricks and we're usually

**[25:40]** super lazy. Um, if you have a website,

**[25:43]** you're going to drop your website in. It

**[25:44]** is going to scan your website and pull

**[25:46]** in as much information for you already.

**[25:49]** Uh, that's super helpful. Your core

**[25:52]** value is a north star. It's going to ask

**[25:54]** you five to eight questions. It's going

**[25:56]** to understand that about you. Okay? and

**[25:57]** every one builds on top of the next one.

**[26:00]** So, you're going to go through this.

**[26:01]** It's going to take you maybe 10 minutes

**[26:02]** to set this up. Once you're done, you

**[26:05]** will have a complete and thorough

**[26:07]** understanding of who you are as a brand.

**[26:09]** Again, you can use this for yourself.

**[26:10]** You can use this for your clients. I

**[26:12]** don't care. Have fun with it. Um, other

**[26:15]** fun stuff to do. Okay. In voice and

**[26:18]** tone, okay, this section when we talk

**[26:21]** about writing content as the brand in

**[26:23]** your brand voice, most of us say this,

**[26:24]** we have no idea how to actually do it.

**[26:27]** What I've done, this is an AI chat tool.

**[26:29]** When you set this up the first time, you

**[26:31]** are going to talk to this AI. It's going

**[26:33]** to ask you some questions. You're going

**[26:34]** to have a conversation. It's going to

**[26:36]** take you about four four maybe five

**[26:38]** minutes. You're not filling out like,

**[26:40]** oh, this is what I want to sound like.

**[26:42]** You just talk, okay? Super simple. It's

**[26:44]** going to ask you some questions. You're

**[26:45]** going to just respond back like a

**[26:47]** conversation. We'll fill all of this out

**[26:49]** for you. And if you want to change it,

**[26:50]** you could do that. Now, where does this

**[26:53]** get fun? Okay, a couple things. Number

**[26:55]** one is in the content hub. Content hub

**[26:57]** is a place that you can go to create

**[26:59]** content. Also, all of your content that

**[27:02]** you create will live here. And you can

**[27:03]** also upload content you've already made.

**[27:05]** That is books, PDFs, documents, images,

**[27:08]** whatever else you want. You can dump it

**[27:09]** in here. This will learn from everything

**[27:12]** that you've already made. Okay? So, it

**[27:14]** will continue to refine your exact voice

**[27:16]** and understand exactly who you are. More

**[27:18]** content to you. If you want to build

**[27:20]** content, you're going to go in here,

**[27:22]** create what type of content you want to

**[27:24]** create. We're going to create a blog

**[27:26]** post. Okay? It already knows your

**[27:27]** content pillars and how much you want to

**[27:29]** use because we set that information

**[27:30]** before.

**[27:33]** Generate some topics for you.

**[27:43]** And what it's doing right now is it's

**[27:44]** looking through your custom avatars,

**[27:46]** which is an awesome thing. I'll show you

**[27:47]** in a second. But it's going to give you

**[27:48]** some topics you can do, right? Let's do

**[27:50]** this one. If you want to jump in and

**[27:52]** drop in your keywords, um, you can do

**[27:55]** that, too. And you can generate it.

**[27:57]** Okay? So, it'll start creating content

**[27:58]** for you. Point is, you guys know how to

**[28:01]** create content. You've done it a ton. If

**[28:03]** you want to do it here in your brand

**[28:04]** voice for your customer, super easy to

**[28:06]** do. And again, continuously learns from

**[28:09]** everything you have in here. So, it gets

**[28:10]** better the more you use it. Now, I

**[28:12]** forgot to show you this part, which is

**[28:13]** one of my favorites. We have customer

**[28:16]** avatars.

**[28:18]** Uh those are somewhere here in the

**[28:19]** audience. Okay, your customer avatar, if

**[28:22]** you're not familiar, is who you're

**[28:24]** actually selling to, who you're speaking

**[28:25]** to. So, what we do with this is we take

**[28:28]** all this information that we've learned

**[28:30]** and we create actual avatars. See? So,

**[28:34]** down here, uh we've created Cassandra,

**[28:37]** we've got Evelyn, we've got Meera, we've

**[28:38]** got Lena. Now, these are people who have

**[28:41]** a full and complete profile in this

**[28:43]** tool. We understand their age, their

**[28:46]** gender, their location, their marital

**[28:47]** status, their income bracket, their

**[28:48]** hobbies, etc. Okay, so there is a

**[28:51]** ridiculous ton of research on the back

**[28:52]** end of this that goes into creating

**[28:53]** this. We understand their media

**[28:54]** consumption habits, what happens in

**[28:56]** their typical day, their weekend

**[28:57]** activities, how much they use social

**[28:59]** media, what social media they use, what

**[29:00]** their dreams are, what their fears are,

**[29:02]** what their wants are, what their needs

**[29:03]** are. All that information lives in here.

**[29:05]** Okay? So when you're building content,

**[29:07]** you are speaking to this person. Okay?

**[29:10]** Because most of us create content for

**[29:12]** the internet.

**[29:14]** You don't want to do that. You want to

**[29:17]** create content for Cassandra.

**[29:19]** So when Cassandra reads this article,

**[29:21]** she knows it's written for her. I know

**[29:23]** that's not my wife because she spells

**[29:24]** her with one s just to be clear. I know

**[29:28]** Chris is laughing at me back there.

**[29:33]** Okay, so that's one. Next one is

**[29:36]** intelligence. Okay, this one is one of

**[29:39]** my favorite things. Um, let me just

**[29:41]** refresh this page real quick.

**[29:45]** So, in the intelligence panel, this

**[29:48]** might look familiar, like a little Slack

**[29:49]** channel. What you can do in here is have

**[29:53]** Slack type conversations with these

**[29:57]** quote unquote people. Okay, so this

**[30:00]** first one, the funnel builder is

**[30:02]** inspired by and for legal reasons, this

**[30:04]** is inspired by is the technical term,

**[30:07]** Russell Brunson. Now, it is trained on

**[30:10]** hundreds of hours of video and courses

**[30:13]** and books, all this stuff. So, I've gone

**[30:15]** ahead and created I think there's about

**[30:17]** nine different people in here that you

**[30:19]** can use as resources that have a

**[30:22]** knowledge base of all of that

**[30:24]** information. Okay, so this was designed

**[30:26]** to be as if you had personal one-on-one

**[30:29]** access to those those minds. Okay, so

**[30:31]** there's

**[30:33]** uh Russell Brunson. This is Andy

**[30:35]** Purcella. This is Alex Hermoszi.

**[30:38]** Uh this is John Maxwell. Ben is our

**[30:41]** actual internal brand strategist. He's

**[30:43]** our brand engine. That's where Ben comes

**[30:45]** from. So that one's based on me. Uh, the

**[30:47]** product innovator is Sarah Blakeley,

**[30:50]** Patrick Bad, David, um, David Green, and

**[30:53]** there's more we can go through, but you

**[30:55]** can go and have these one-on-one

**[30:57]** conversations with these leaders, these

**[30:59]** people, these experts, and ask them a

**[31:01]** question, and they will answer you, and

**[31:02]** they will have access to all that other

**[31:04]** stuff that's in your brand kit. Okay.

**[31:07]** Also, for fun, because why not, you can

**[31:10]** make groups. Okay. Okay, so you can make

**[31:12]** group chats with these people in here

**[31:16]** and they will reply to each other. Okay,

**[31:18]** I know this sounds super crazy,

**[31:22]** but you can create these group chats.

**[31:24]** Okay, so I had one for Black Friday sale

**[31:28]** and I'm sure there's a lot of weird

**[31:29]** testing stuff in here, but you can build

**[31:31]** stuff and you can you can at message

**[31:34]** them, you can ask them questions. They

**[31:35]** will jump in and contradict each other

**[31:36]** when they need to. But you can have

**[31:38]** these conversations with these levels of

**[31:40]** experts right in here if you want to

**[31:42]** talk about your brand. And again, they

**[31:43]** will understand exactly everything your

**[31:45]** brand does. Okay. There's also a

**[31:48]** playground

**[31:50]** for more tools. I'm not going to go

**[31:52]** through each one of these individually

**[31:53]** because I don't want to take up too much

**[31:54]** time. There's one thing called say it

**[31:56]** simply which helps you explain what your

**[31:58]** brand does for Cassandra. Hey, I don't

**[32:01]** sell websites. I do X, Y, and Z. Right?

**[32:02]** So, you want to understand it in their

**[32:03]** language.

**[32:05]** Um, speaking to one again helps you kind

**[32:07]** of synthesize exactly what you do and

**[32:09]** helps to make it really super easy for

**[32:11]** that communication aspect. Um, Gorilla

**[32:13]** Marketing helps you kind of create

**[32:14]** concepts. Super fun. Um, really push

**[32:17]** button. If you jump in here, um, I have

**[32:19]** not set it up on this account, so never

**[32:21]** mind. Um, you basically select one of

**[32:23]** your products. You say, "Hey, I want to

**[32:24]** do a gorilla level marketing campaign

**[32:26]** for this product." Boom. It will come up

**[32:28]** with ideas for you. Um, it'll know

**[32:30]** exactly again your content, know your

**[32:32]** audience, and give you some ideas to get

**[32:33]** in front of those people for cheap or

**[32:35]** free ways to do it. Um, crisis

**[32:37]** management. Hey, if you have a problem,

**[32:39]** you drop in your problem right here.

**[32:40]** It's going to tell you exactly what to

**[32:42]** do uh, as a brand to respond to it. Your

**[32:45]** decision scale, you're going to drop in,

**[32:46]** hey, this is a thing I'm thinking about

**[32:48]** doing for my business. Which one should

**[32:49]** we do? It'll weigh it out. Okay. There's

**[32:51]** a ton of different tools in here. Um,

**[32:54]** couple of them that I love in

**[32:55]** particular, the problem to profit map.

**[32:58]** this one because we all like making

**[32:59]** money, right? Um, what this is going to

**[33:01]** do is it's gonna again understand your

**[33:03]** customers because we know everything

**[33:05]** about them.

**[33:06]** You push one button in here. This one I

**[33:09]** know works. This was set up in this

**[33:10]** account. It's going to help you come up

**[33:12]** with different ideas in your industry

**[33:15]** that you can do. Okay. So, it'll come up

**[33:18]** with very literally push button. Come

**[33:20]** over here, push a button. Wait, this

**[33:22]** takes a few minutes. I'm not going to do

**[33:23]** it right now. Um, it's going to give you

**[33:26]** literally a full in-depth example of,

**[33:28]** hey, here's a thing you can try in your

**[33:30]** business that you haven't tried yet,

**[33:32]** maybe it'll work. Okay, so how you can

**[33:33]** take your business, get in front of your

**[33:35]** customer.

**[33:39]** Uh, the last one is a um, where else go?

**[33:44]** Virtual focus group. I don't know if

**[33:45]** you've ever done a focus group work

**[33:47]** stuff.

**[33:48]** So, what this does, um, this allows you

**[33:51]** to get in a virtual focus group with

**[33:52]** your avatars, the customers that in your

**[33:54]** group. Okay? So, you're going to go

**[33:56]** ahead in here and you're going to say,

**[33:58]** "Hey, we are thinking about doing

**[34:01]** whatever." Okay? So, my original thing

**[34:02]** was thinking about offering subscription

**[34:04]** website design. Okay? And I think I put

**[34:07]** in some pretty minimal details. Um, I

**[34:10]** don't know where I showed that. Okay.

**[34:12]** Right here. Literally two sentences.

**[34:16]** So, this gave me an executive summary

**[34:17]** based on that. And what it did is it

**[34:19]** went out and it went to each one of

**[34:20]** these avatars that we created in our

**[34:22]** tool. It now understands their likes,

**[34:25]** their dislikes, and their comments.

**[34:27]** So, you're basically testing this in

**[34:29]** real time from your pajamas. If you have

**[34:30]** an idea you want to do, you're thinking

**[34:32]** about making a change, you're thinking

**[34:33]** about modifying something, you're

**[34:34]** thinking about doing something else,

**[34:37]** let's find out, right? Let's not waste

**[34:39]** time and money and run ads and do all

**[34:41]** this stuff. Let's at least first find

**[34:43]** out, hey, what is the actual consensus

**[34:45]** here? Is this a terrible idea or not? If

**[34:47]** you want, let's say you got some

**[34:48]** feedback from Talia over here who says,

**[34:51]** hey, a four-year minimum contract can

**[34:53]** feel restrictive for clients. Okay, bet.

**[34:55]** So now let's go into the chat and you

**[34:58]** can pick out Ital Talia from the list

**[35:02]** and you can say

**[35:07]** what kind of contract

**[35:10]** would be best for you to say yes today.

**[35:16]** Okay. And Talia will reply.

**[35:22]** Okay. So, she likes the one-year

**[35:24]** contract at $60 per month. That would be

**[35:25]** the most appealing option for me. Okay.

**[35:27]** So, you can go and have conversations.

**[35:28]** Again, I know it's kind of weird. We

**[35:29]** talked about not to spend too much time

**[35:30]** with AI, but like this is this is the

**[35:33]** thing you should do. Okay. This is your

**[35:34]** research part because then you can go

**[35:36]** out and spend more time with actual

**[35:38]** people and serve them in the real world.

**[35:41]** Okay? So, again, um use brandkit.com. I

**[35:45]** am not well, I am selling this. I'm not

**[35:46]** selling it to you. Okay? So, if you go

**[35:48]** in here and you want to use this, create

**[35:50]** an account. It is free to create an

**[35:52]** account. Okay? Okay, when you create an

**[35:53]** account, you're going to be limited from

**[35:54]** doing some of the advanced stuff unless

**[35:56]** you pay. Do not pay. Shoot us a message.

**[35:59]** I'll upgrade your account for free. Um,

**[36:01]** so literally just please send me a

**[36:03]** message. Do not pay me. This is not for

**[36:05]** being paid. This is not a pitch. Okay?

**[36:07]** Use this for yourself. Use it for your

**[36:09]** clients. Use it and by all freaking

**[36:12]** means. Get home and have a whole

**[36:15]** freaking cake there when you do. I'm

**[36:17]** done.

**[36:27]** How do you get in contact with you, Jim?

**[36:29]** >> It's a good question. Um, I am literally

**[36:31]** the only Jim Spelico in the world. Um,

**[36:33]** so if you look up Jim Spelco and I think

**[36:35]** you guys are good with the internet. Um,

**[36:36]** you should be able to find me.

**[36:38]** >> All right. I saw a couple hand th

**[36:43]** >> I get that this is this is all for our

**[36:46]** world. So let's say for example um a a

**[36:52]** client has

**[36:54]** a leadership team.

**[36:58]** Do you want like would you suggest for

**[37:02]** an agency to resell it to a client or

**[37:05]** suggest a client go in or just like an

**[37:06]** agency use it to give information and

**[37:09]** strategy to the client with them being

**[37:11]** blind to this?

**[37:13]** >> Um

**[37:15]** >> blind to this. Yeah. assume power.

**[37:17]** >> I I mean for me if I were the agency

**[37:19]** owner I would not charge I mean I would

**[37:21]** not give this to the client.

**[37:23]** >> You can give them the first part um the

**[37:25]** brand kit

**[37:27]** because you can give them a link to see

**[37:29]** this part like as part of your

**[37:31]** deliverables. You can give them a link

**[37:33]** um up here as a share link. Okay. You

**[37:38]** can turn this on or off if you want

**[37:39]** public sharing. You can give them this

**[37:40]** link. Um it's a good question. I didn't

**[37:43]** really think about making a white label

**[37:45]** link. If you want to make a white label

**[37:46]** link, we can add a custom domain to

**[37:48]** this. If that's the thing that people

**[37:49]** want, I'll certainly do it.

**[37:50]** >> Yeah, could you? Because I

**[37:52]** >> because then you can

**[37:53]** >> I'm not giving none of that. I'll give

**[37:55]** away one free of them and the rest

**[37:57]** that's monetization. He said, "Thank

**[37:59]** you, brother." Right. I didn't know you

**[38:00]** was going to do that. This is a whole

**[38:02]** way to just make a whole bunch of more

**[38:04]** revenue. Right.

**[38:05]** >> Can you um

**[38:07]** >> can you create one for multiple clients?

**[38:11]** So, as of right now, and again, I didn't

**[38:14]** really know I was doing this until

**[38:15]** recently, so I was not super prepared to

**[38:18]** do this. As of right now, there is no

**[38:20]** quoteunquote agency level login for

**[38:22]** this. It's really meant for one-on-one.

**[38:24]** But what I could do is I could certainly

**[38:25]** make an agency level login. So, you can

**[38:27]** come in here as an agency owner and just

**[38:28]** click through different brands. So, then

**[38:30]** you can manage them all in one. So, I

**[38:32]** will certainly do that as well.

**[38:33]** >> Wow. Thanks. Okay, guys. Thanks.

**[38:36]** >> Of course.

**[38:37]** That's a couple more hours in the hour.

**[38:42]** >> Other questions.

**[38:44]** >> Hey Jim, thank you for this. And just to

**[38:47]** give you some context, guys, like

**[38:50]** culture in a tool like all marketing

**[38:53]** history in a tool. So that's amazing. If

**[38:56]** you don't have an idea about focus

**[38:58]** group, the thousands of dollars spent on

**[39:01]** focus group is so expensive. And thank

**[39:03]** you so much, Jim.

**[39:05]** I'm not sure how how I monetize this,

**[39:08]** but

**[39:08]** >> it's amazing. I could Hey, you have to

**[39:10]** clearly see a couple ways in the n

**[39:12]** you're in how to use this to uh

**[39:14]** monetize. Uh any anybody had any

**[39:17]** questions?

**[39:18]** >> Nope. All right, guys.

**[39:20]** >> How about the the avatars?

**[39:21]** >> Wait, wait, wait.

**[39:23]** >> Who creates the avatars? Is that

**[39:25]** something that that

**[39:26]** >> you do user would sit down and create

**[39:29]** and think about?

**[39:30]** >> No, you wouldn't think about it. Okay.

**[39:32]** So again, I like being with my family. I

**[39:34]** do not want to spend time doing this.

**[39:36]** Okay? So again, I love you all. When I

**[39:38]** leave here, I'm going with my family.

**[39:39]** We're going to get some barbecue. They

**[39:40]** came with me. Okay? That's part of this

**[39:42]** like nocake thing. We do it and we do it

**[39:44]** right. I don't want to spend time doing

**[39:46]** this. I don't want you to spend time

**[39:47]** doing this. So do you want to make one

**[39:48]** right now? Literally, you go down here,

**[39:51]** hit add another avatar, and you go do

**[39:54]** something else.

**[39:55]** >> Yeah, but how do they know

**[39:58]** what my avatar would be?

**[40:00]** >> Good question. So, we already agreed on

**[40:02]** we understand what your brand is.

**[40:04]** >> Okay, I don't want to click out of this.

**[40:06]** I'll ruin this part,

**[40:07]** >> but we know your brand.

**[40:09]** >> We know your core values. We know your

**[40:11]** services. We know everything else about

**[40:12]** it.

**[40:13]** >> Okay, so now I go out and I pull, hey,

**[40:14]** who is exactly this person, right? There

**[40:16]** are, yes, a couple APIs. We actually do

**[40:18]** pull some actual information. This is

**[40:19]** not just out of my ass. Like, then we go

**[40:22]** and we look at, all right, cool. Which

**[40:23]** one of these sounds most familiar to

**[40:24]** you? Okay. Is it the ambitious remote

**[40:26]** working millennial? Okay, you can click

**[40:29]** a couple buttons. I'm not going to make

**[40:30]** this too hard, right? Busy working

**[40:32]** parent pursuing entrepreneurial growth.

**[40:34]** Yep, 100%. That's me. Okay, continue.

**[40:38]** Now, we're going to go out and really

**[40:40]** fine-tune that. Okay, we'll give them

**[40:42]** the name. We'll give them the location.

**[40:44]** In case you're curious, if you have a

**[40:45]** location specific business, a dentist

**[40:46]** office, whatever. The location of this

**[40:48]** avatar will be the location of your

**[40:50]** business. So, I'm not giving the avatar

**[40:51]** information for someone who lives in

**[40:52]** Florida and plays in Florida but

**[40:54]** actually lives in Texas, right? So the

**[40:57]** then we go through and we get again all

**[40:59]** the information, right? What what's

**[41:00]** their free time? Nina starts her day at

**[41:02]** 6:30 in the morning, have a quick

**[41:03]** workout before getting our kids ready

**[41:04]** for school. Like we know everything

**[41:06]** about this customer at this point. So

**[41:08]** when you're writing your content, you're

**[41:10]** speaking to Nina

**[41:13]** personas, yo, like you know what I mean?

**[41:16]** Know your customer avatar. like you know

**[41:18]** stuff as usual box be talking about the

**[41:20]** CTR manipulation you know like this is a

**[41:23]** beautiful way we do have ugly Google

**[41:26]** sheets that create the personas so that

**[41:28]** each way each journey we mimic right is

**[41:32]** really unique unique unique because it's

**[41:34]** based off this yo Jim thank you bro

**[41:37]** because I'm take this and use them

**[41:38]** profiles you know outside of here and

**[41:41]** matter of fact let me give [ __ ] props

**[41:43]** and where I really learned personas from

**[41:46]** Instagram world and all that and Brad

**[41:49]** defe cuz when you bought a IFT

**[41:51]** syndication ring, right, unless you was

**[41:53]** broke and not trying to spend the money,

**[41:55]** you got the three tier at least, right?

**[41:57]** The brand and then two what? Personas.

**[42:01]** Ain't nothing changed, bro. It's just

**[42:03]** stacking on and it's easier and easier.

**[42:05]** Any other questions for Jimmy? Give it

**[42:08]** up, y'all. Big time for Jim.

**[42:10]** >> Thank you.