SEO Rockstars 2026: Day 2 - Jim Sabellico
Video: https://www.youtube.com/watch?v=E_XkTNXoM90
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[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.