Latest / The ROI Online Podcast / If People Don’t Get It, They Won’t Buy It

Transcript

If People Don’t Get It, They Won’t Buy It · The ROI Online Podcast

• 0:03
  SPEAKER_00: All right, welcome.
• 0:05
  SPEAKER_00: Yeah, I made simple.
• 0:08
  SPEAKER_00: I'm Steve Brown.
• 0:09
  SPEAKER_00: Hey, I want to tell you a story.
• 0:12
  SPEAKER_00: How many times have you heard that?
• 0:14
  SPEAKER_00: I want to tell you a story.
• 0:15
  SPEAKER_00: When we were kids, our so many things that um the first people in our lives uh gave us were stories.
• 0:27
  SPEAKER_00: Our brains crave information in the form of a story.
• 0:32
  SPEAKER_00: But do you remember maybe sitting and and learning about something?
• 0:36
  SPEAKER_00: And a story is one of the most powerful ways to convey information that sticks.
• 0:46
  SPEAKER_00: We have all this data coming to us, we have all these things going on, but a story is information formatted with an emotion.
• 0:57
  SPEAKER_00: That emotion, it um it's what we remember the most from a piece of information that might have been shared with us years ago.
• 1:08
  SPEAKER_00: We go to presentations, we we hear uh people speak all the time, and there's so much information in in the package uh of the presentation that they gave us, but we remember the little parts of it that evoked an emotion, and story is powerful, and it's it's uh relevant more and more in this TikTok age where no one wants to read a book, no one wants to sit around for a long time, they want that information in a little packet, and then they want to move on to the next dopamine hit.
• 1:48
  SPEAKER_00: And uh yet you're running a business, you're leading a team, and you need a way to get them to um stop listening to the chatter that's all around them and to zoom in and to grab their attention and move them in some way that um that time that they invested with you in the those few moments was worth it.
• 2:14
  SPEAKER_00: It it stuck.
• 2:16
  SPEAKER_00: They remembered what the message was that you wanted to deliver.
• 2:21
  SPEAKER_00: And so if they don't get it, they won't buy it.
• 2:28
  SPEAKER_00: And the hardest thing that uh a leader, the hardest challenge a leader has, or a business owner or a salesperson or a teacher, is um getting the attention and communicating what's in here in your head, your idea, something of value that you're wanting to share.
• 2:49
  SPEAKER_00: And it's hard to get people to see the same thing in their heads, and that's why story is so powerful, that's why it's been around forever, it'll and it will be around forever.
• 3:03
  SPEAKER_00: And in business, in leadership, in teaching, in any case, it'll always be relevant.
• 3:12
  SPEAKER_00: And so the advantage goes to the leaders or the people that can really put things in a package, in the story, and capture your attention.
• 3:23
  SPEAKER_00: You think about the the thought leaders that you appreciate, you heard them speak and you remembered something, you bought their book, you implemented their their suggestions or their format or their framework, whatever that is, you you've done that.
• 3:41
  SPEAKER_00: Some of the comedians that we we love, that we laugh about, they put all their information in a story that surprises you with a hook and it makes you laugh, it makes you have this emotion.
• 3:55
  SPEAKER_00: But then again, you appreciate it, and it's uh it's relevant and it's powerful.
• 4:01
  SPEAKER_00: And they got you to forget everything else and just go along with them on that journey.
• 4:07
  SPEAKER_00: And so that's what we're talking about today.
• 4:12
  SPEAKER_00: I'm sharing my screen and I'm going to window.
• 4:22
  SPEAKER_00: Here we go.
• 4:24
  SPEAKER_00: Come with me on this journey.
• 4:26
  SPEAKER_00: All right, did we make it?
• 4:28
  SPEAKER_00: Are we in the right place?
• 4:32
  SPEAKER_00: Looks like it.
• 4:33
  SPEAKER_00: Okay, good.
• 4:34
  SPEAKER_00: I'm on a laptop.
• 4:36
  SPEAKER_00: I'm not in my usual studio, so I'm a little awkward here, but hang with me.
• 4:41
  SPEAKER_00: So if they don't get it, they won't buy it.
• 4:45
  SPEAKER_00: Now, here's the thing about you know, you're here because uh AI made simple, and and we're using AI to communicate better, to communicate clearly, to communicate powerfully.
• 4:55
  SPEAKER_00: And yet, what's a tool that can turn you from a mediocre storyteller into a powerful storyteller?
• 5:04
  SPEAKER_00: It's these artificial intelligence large language models.
• 5:10
  SPEAKER_00: They're awesome at doing that.
• 5:13
  SPEAKER_00: One of the tools that we're gonna cover today is called Gemini.
• 5:16
  SPEAKER_00: Gemini is an awesome tool, it's got a great little um um product that's called Storybook, and I'm gonna show you how to use it.
• 5:28
  SPEAKER_00: But complexity kills clarity.
• 5:32
  SPEAKER_00: You know, clarity creates confidence and confusion and uh confusion creates chaos, and complexity kills clarity.
• 5:44
  SPEAKER_00: The Gemini storybook turns complex ideas into clear Bible stories.
• 5:50
  SPEAKER_00: You know, my my company, my agency, we do a lot of things things for our clients, and it's it is um people I ask, Steve, what do you do?
• 6:01
  SPEAKER_00: And I'm I have to confess, it's hard to tell folks what I do and for them to immediately get it.
• 6:08
  SPEAKER_00: And recently I just landed on and and so this is my confession I help clients clearly communicate their value.
• 6:18
  SPEAKER_00: We um, you know, we come from the story brand school, and um we do this for a living, but let me tell you, the hardest person to do it for is yourself because you're too close to the subject, and so um when people ask me what I do, recently it's just been we help companies adopt AI, and that seems to really land with them, and they lean in and they start to ask clarifying questions down the path that's important to them, and then I'm able to bring in more uh details.
• 6:57
  SPEAKER_00: But if I start off with the complexity uh of everything that we do, it kills it, I lose them.
• 7:04
  SPEAKER_00: They they don't get it and and it pushes them away.
• 7:08
  SPEAKER_00: And so traditional selling, you know, the old school sales methods make things too complex and it falls flat.
• 7:18
  SPEAKER_00: And you know, you need to connect to modern customers who are overwhelmed with a lot of information coming at them every single moment, and you need them to turn off their you know, their distractions and to listen to you in that little moment, that little moment of that gift of time, their most valuable resource, when they def when they finally uh turn their attention to you, don't fumble it.
• 7:51
  SPEAKER_00: And that's where storytelling can bridge that gap that can capture them in a moment and give them energy and make them have an emotion and that message that you have, that value that you have, the service or the product, the solution for them in the future, can be can be emotional and it can resonate with them, and immediately they get it.
• 8:20
  SPEAKER_00: And so storytelling bridges the gap.
• 8:23
  SPEAKER_00: And even saying we help companies adopt AI.
• 8:29
  SPEAKER_00: That's a story.
• 8:31
  SPEAKER_00: You can see that a company adopts AI, it's scary, they don't know who to trust, where to go, where to start.
• 8:40
  SPEAKER_00: It's with us, and so a story makes your value obvious, it's a superpower.
• 8:48
  SPEAKER_00: And Gemini gives you this superpower.
• 8:52
  SPEAKER_00: So let me show you.
• 8:54
  SPEAKER_00: So I Gemini has a product called Storybook.
• 9:00
  SPEAKER_00: And so if you go in, there's a tool called Storybook right here, and you can come in, and you know, immediately when I saw this, I I saw it as a way like you know, for your child, you could create a little storybook, you could you could do this for as a teacher, you know, immediately that was obvious.
• 9:21
  SPEAKER_00: But then when I got to thinking about it, this is a beautiful, powerful, persuasive lever that you could help accompany one of your clients or your company or your organization tell the exact story of what you do.
• 9:38
  SPEAKER_00: And when you start to tell a story, people's brains stop and turn off all the distractions and lean in.
• 9:45
  SPEAKER_00: That's just how we are as a kid.
• 9:47
  SPEAKER_00: Our like I said, that our brains crave information in the format of a story, and so you can come in and just enter a prompt.
• 9:58
  SPEAKER_00: If you're just tell something, it's amazing what you what it will do.
• 10:06
  SPEAKER_00: It will take the bones of a story and quickly assemble something powerful, it'll give you the uh images that complemented the story.
• 10:19
  SPEAKER_00: It'll even Gemini.
• 10:22
  SPEAKER_00: I've noticed that Gemini and NoBook LM is one of the most empathetic um large language models out there.
• 10:33
  SPEAKER_00: It really nails the in a story when we meet a character, we meet a character who wants something.
• 10:40
  SPEAKER_00: So let's go back.
• 10:41
  SPEAKER_00: This is an example of a client that I was uh testing this with and and working it through, but we meet a character who's realized that the status quo is not valuable anymore.
• 10:59
  SPEAKER_00: A change is coming and we're unprepared.
• 11:02
  SPEAKER_00: We meet that in a in a character and we learn the details of that story, and we see the frustration that's going on in this in the status quo and what's happening.
• 11:15
  SPEAKER_00: But you see, in these images that Google's tool nails that empathetic, that internal struggle.
• 11:24
  SPEAKER_00: It just gets it in these stories.
• 11:26
  SPEAKER_00: You can see just in the images that it conveys here.
• 11:30
  SPEAKER_00: She's explaining the solution and it's making sense to him.
• 11:34
  SPEAKER_00: He's seen he's seen a way out of his problem.
• 11:39
  SPEAKER_00: Here's he's in his problem.
• 11:41
  SPEAKER_00: You see the look on his face.
• 11:43
  SPEAKER_00: This is an amazing tool that just took seconds to do from just a verbal text input.
• 11:52
  SPEAKER_00: And even this, even out this it measures the actual mass flow of the material passing through through every kernel of corn, every pellet of fertilizer with incredible accuracy under one percent.
• 12:10
  SPEAKER_00: It's tough enough for rock aggregates and precise enough for fine seeds.
• 12:16
  SPEAKER_00: This is an awesome line.
• 12:19
  SPEAKER_00: This is awesome marketing content.
• 12:22
  SPEAKER_00: This is completely conveys the spectrum and the capability of this technical device that would be complicated to explain, but it just nails it with these great lines.
• 12:36
  SPEAKER_00: And to Leo, who is used to week-long installation projects, the speed and simplicity were revolutionary.
• 12:45
  SPEAKER_00: It's amazing what a story, powerful storytelling tool this is.
• 12:50
  SPEAKER_00: Look at his face right here, and then we see we see him in his aspirational future right there.
• 13:00
  SPEAKER_00: We see that he's got clarity and confidence of what's going on.
• 13:05
  SPEAKER_00: They could finally automate with confidence.
• 13:08
  SPEAKER_00: We see, oh my gosh, this is before, this is after, and then this is the success.
• 13:18
  SPEAKER_00: You see the whole story lined out right here, and it's amazing.
• 13:23
  SPEAKER_00: I wrote one for this episode today, and so I just did.
• 13:31
  SPEAKER_00: If you've been watching my series, I just did a confession prompt.
• 13:35
  SPEAKER_00: Okay, that's all I did was go, hey, um, give me a story about a business leader.
• 13:40
  SPEAKER_00: She owns a company and she's got a great service and a great team, and she's asked every day, what is it that she does?
• 13:47
  SPEAKER_00: And what is it that her company does?
• 13:49
  SPEAKER_00: And she will tell people her services or outcomes, and her products and people later seem confused when she told them, and it's really disappointing to her, and you that she thought she told someone, but they really didn't get it, you know.
• 14:06
  SPEAKER_00: So I'm I just kind of rambled, I just did a rambling confession prompt here, and so this is what it came out with.
• 14:14
  SPEAKER_00: It's really cool.
• 14:16
  SPEAKER_00: The um let's do the full screen here, but so we meet our hero in her status quo, and it's it even put the title the compass.
• 14:28
  SPEAKER_00: I I had this is just what it this is what Google's storybook product did.
• 14:36
  SPEAKER_00: So it takes Eleanor, she's a CEO, she has a brilliant team, a revolutionary service.
• 14:42
  SPEAKER_00: But when she tried to explain it, people's eyes would just glaze over.
• 14:47
  SPEAKER_00: We leverage synergistic data integration to optimize workflow efficiencies.
• 14:53
  SPEAKER_00: We've all read versions of this on every single website, have we not?
• 14:59
  SPEAKER_00: And so she's doing it.
• 15:00
  SPEAKER_00: That's it.
• 15:01
  SPEAKER_00: It's so hard to say what you do.
• 15:04
  SPEAKER_00: She'd say, leaving potential clients utterly bewildered.
• 15:09
  SPEAKER_00: Her team was the best in the business, they were passionate, dedicated, and believed they in the work they did.
• 15:16
  SPEAKER_00: They could see the magic in the algorithms and the beauty in the clean data streams.
• 15:21
  SPEAKER_00: They just couldn't make anyone else see it.
• 15:24
  SPEAKER_00: You've been there.
• 15:27
  SPEAKER_00: And so one Tuesday afternoon, after a particularly disastrous pitch, Eleanor slumped into a chair at a corner cafe, nursing a lukewarm coffee.
• 15:37
  SPEAKER_00: The potential client had smiled politely and said, This sounds very technical.
• 15:42
  SPEAKER_00: It was the death sentence for a deal.
• 15:45
  SPEAKER_00: I'm giggling because that's I've done that so many times.
• 15:51
  SPEAKER_00: And just as she was about to leave, she overhead heard a man at the next table.
• 15:56
  SPEAKER_00: It was a game changer for my little bakery, he said in his voice full of genuine excitement.
• 16:03
  SPEAKER_00: We were drowning in numbers, inventory, sales, waste.
• 16:08
  SPEAKER_00: We had no idea what to do.
• 16:11
  SPEAKER_00: And Eleanor froze.
• 16:13
  SPEAKER_00: He was talking about her company.
• 16:16
  SPEAKER_00: And then he goes on.
• 16:17
  SPEAKER_00: Then we signed up with Nexus, the man Ben continued.
• 16:21
  SPEAKER_00: It was like they gave us a magic compass.
• 16:25
  SPEAKER_00: Suddenly the fog of numbers cleared.
• 16:27
  SPEAKER_00: The compass just pointed and said, Bake more croissants on Thursdays.
• 16:32
  SPEAKER_00: You're losing money on the Danishes.
• 16:36
  SPEAKER_00: A magic compass, no synergistic data integration, a magic compass.
• 16:42
  SPEAKER_00: The simplicity and power of the story hit Eleanor like a lightning bolt.
• 16:48
  SPEAKER_00: Ben hadn't described the what or the how.
• 16:51
  SPEAKER_00: He described the why.
• 16:53
  SPEAKER_00: He told a story of a problem and a solution.
• 16:57
  SPEAKER_00: And notice her face.
• 16:59
  SPEAKER_00: You know, notice the see what's going on here.
• 17:03
  SPEAKER_00: This is amazingly uh complementary to the story, the images that it designed.
• 17:09
  SPEAKER_00: And it only took maybe 30 seconds to put this together from my messy, rambling confession prompt.
• 17:18
  SPEAKER_00: So the next day, Eleanor called an all-hands meeting.
• 17:22
  SPEAKER_00: She walked to the front of the room, but instead of turning on the projector, she just looked at her team.
• 17:26
  SPEAKER_00: I want to tell you a story.
• 17:28
  SPEAKER_00: She began.
• 17:29
  SPEAKER_00: It's about Baker, a baker named Ben, and a magic compass.
• 17:36
  SPEAKER_00: She goes on and recounts it.
• 17:40
  SPEAKER_00: And her team's her team's eyes light up and they get it.
• 17:44
  SPEAKER_00: A new emotional connection.
• 17:47
  SPEAKER_00: From that day on, everything changed.
• 17:49
  SPEAKER_00: Marketing brochures were rewritten.
• 17:51
  SPEAKER_00: The home page of their website now asked.
• 17:54
  SPEAKER_00: Lost in a fog of data?
• 17:56
  SPEAKER_00: Let us be your compass.
• 17:59
  SPEAKER_00: Sales pitches started not with technical specs, but with the story of Ben the Baker.
• 18:05
  SPEAKER_00: Eleanor learned that she wasn't in the business of synergistic data integration.
• 18:10
  SPEAKER_00: She was in the business of providing clarity, of turning confusion into confidence.
• 18:16
  SPEAKER_00: She was in the business of giving people a magic compass.
• 18:20
  SPEAKER_00: And all she had to do was tell a story.
• 18:23
  SPEAKER_00: How true is that?
• 18:25
  SPEAKER_00: Is it's like how how we're overcompliment, uh compli complicate things when we're telling people what we do.
• 18:35
  SPEAKER_00: But they just need a little story that can for their brain to grab a hold of and and to evoke an emotion that creates a memory that will last.
• 18:46
  SPEAKER_00: And that's what these stories do.
• 18:48
  SPEAKER_00: And I think that Gemini is such an awesome tool that really conveys the power, and it's a master storyteller.
• 18:56
  SPEAKER_00: And you don't need to be a master storyteller, you just need to just dump a mess in there and it'll organize it and polish it and do this.
• 19:06
  SPEAKER_00: This Gemini tool, we can go back and forth with it and optimize um and uh reiterate on these and change the colors, change the names, change the name of the company.
• 19:22
  SPEAKER_00: Um, you can start to get this where it brands, it can be a branded presentation for your company.
• 19:32
  SPEAKER_00: It's really it's really an amazing tool.
• 19:36
  SPEAKER_00: And it's this another example of how just being a little bit comfortable with AI and investigating can be a crazy leverage, a crazy um um competitive advantage.
• 19:52
  SPEAKER_00: And so I really encourage you to get in there and to play with it.
• 19:58
  SPEAKER_00: Gemini is a free tool, I believe, with uh Google.
• 20:02
  SPEAKER_00: Ours is a pro version with um our Google Workspace, but it's um I really encourage you to get in there and start using it.
• 20:12
  SPEAKER_00: Notebook LLM has a version of that storybook, it's a little bit more presentation-y, like uh a really nice slideshow with a narration.
• 20:22
  SPEAKER_00: And by the way, this does come with a narration.
• 20:25
  SPEAKER_00: I narrated this, but um I'll give you an example.
• 20:30
  SPEAKER_00: So here's what it sounds like, by the way.
• 20:38
  SPEAKER_00: And I may, I don't know if you can hear this or not, but you can click this lesson, and it's got a uh female voice that tells the story as well.
• 20:51
  SPEAKER_00: So whether you're able to take these images and repurpose them, or just take this text that it it um spits out and assemble um content for your website, this is an extremely powerful shortcut for you to clearly communicate your service, your value, and your your um heroes, um, what it looks like for them in the the future.
• 21:21
  SPEAKER_00: Every person that you talk to that's considering your service or product, they have this aspirational image in their head.
• 21:30
  SPEAKER_00: And all they're trying to see is how your product or service fits in their future with them, and and does it get them to this feeling of confidence and clarity?
• 21:43
  SPEAKER_00: And look at her looking out into the future.
• 21:46
  SPEAKER_00: She finally overcame an obstacle.
• 21:49
  SPEAKER_00: That's what they're wanting to feel with your service or product.
• 21:53
  SPEAKER_00: You just need to help them see that picture in their head, and story is your passion.
• 22:00
  SPEAKER_00: Pathway to that picture.
• 22:03
  SPEAKER_00: Alright, so what do I do?
• 22:05
  SPEAKER_00: I with work with folks like you, and part of the process of getting that future clear in your customers' heads is to do a custom GPT.
• 22:19
  SPEAKER_00: So go to ROIonline.com, check out the custom GPT, schedule a time.
• 22:27
  SPEAKER_00: Let's talk.
• 22:27
  SPEAKER_00: Let's get you to where you can start clearly communicating your solution in your prospects head of their successful future.
• 22:38
  SPEAKER_00: I'm Steve.
• 22:38
  SPEAKER_00: This is RIM ROI online.
• 22:43
  SPEAKER_00: AI Made Simple.
• 22:44
  SPEAKER_00: We'll see you next week.
• 22:46
  SPEAKER_00: Same time.