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Why 99% of AI Tools Are "Pulling You Into The Rocks" · The ROI Online Podcast

• 0:03
  SPEAKER_00: Yeah I made it simple.
• 0:06
  SPEAKER_00: Every day my email inbox is full of all sorts of uh new shiny things that um people are producing.
• 0:17
  SPEAKER_00: It's amazing all the tools that are coming out, and um I'm inundated.
• 0:22
  SPEAKER_00: They're shiny, they're exciting.
• 0:24
  SPEAKER_00: Um, all these AI uh agents and and solutions that automate make things easy, right?
• 0:32
  SPEAKER_00: And so I was talking to one of my clients the other day, and they're in they're getting the same thing, and and they're doing what they should be doing, they should be investigating, they should be learning, because why?
• 0:44
  SPEAKER_00: They're in charge of setting up their company for success in the future.
• 0:48
  SPEAKER_00: And but um, you know, I'm always being asked, what about this?
• 0:52
  SPEAKER_00: What about this?
• 0:53
  SPEAKER_00: What about WordPress?
• 0:54
  SPEAKER_00: What about uh um RCS, SMS, text messaging, what about this um Claude?
• 1:02
  SPEAKER_00: What about all of these?
• 1:05
  SPEAKER_00: And the truth is you have to think about that solution was designed to solve a problem from a certain perspective.
• 1:14
  SPEAKER_00: And so, how do you know to analyze all of these?
• 1:17
  SPEAKER_00: And I was reminded of uh of Odysseus on um the Odyssey on his journey on his way home.
• 1:26
  SPEAKER_00: You know, his um he's on his way home, and one of the parts of the story is he's gonna go by these sirens, all these the beautiful songs that um when the sailors hear these songs, they're so attracted to them that they navigate to them.
• 1:43
  SPEAKER_00: But guess what?
• 1:44
  SPEAKER_00: Those sirens are over the rocks, and so the ships trying to get to the sirens, these beautiful, shiny um things that sound so great.
• 1:55
  SPEAKER_00: But what happens?
• 1:56
  SPEAKER_00: The ships wreck on the rocks, and so what does Odysseus do?
• 2:02
  SPEAKER_00: He ties himself to the mast so he can hear, but he makes all of his uh sailors plug their ears with wax so they don't hear it, they stay on course, they stay on campaign, they continue to go on the same uh route to get where they're going.
• 2:20
  SPEAKER_00: Because what is Odysseus's campaign?
• 2:23
  SPEAKER_00: He's got to get home, he's got to get his team home, he's got to get his ship home, right?
• 2:28
  SPEAKER_00: And so as a business owner, I'm this, I feel the same.
• 2:33
  SPEAKER_00: Many times I've been seduced by these great things, and what do they do?
• 2:38
  SPEAKER_00: They cost me time, they cost me money, and they cost me employees sometimes, depending upon.
• 2:45
  SPEAKER_00: And if I don't evaluate them, if I don't look at them from the perspective of is this going to complement my one clear campaign?
• 2:57
  SPEAKER_00: Is this going to complement how we uh clearly want the one clear uh line about what is it that we do?
• 3:05
  SPEAKER_00: And is it going to get me to closer to my one clear customer, right?
• 3:10
  SPEAKER_00: And so we call this the Odyssey, the Odyssey, the Odyssey strategy, how to navigate all of these shiny things without crashing into the rocks.
• 3:22
  SPEAKER_00: And so when we look at this um this infographic, um, you know, these sirens are so shiny and attractive.
• 3:31
  SPEAKER_00: They want to uh bring you a solution.
• 3:33
  SPEAKER_00: And in a lot of cases, in many cases, these are great solutions for many people, but you have to discern whether it's great for your customer, your situation, your team.
• 3:46
  SPEAKER_00: And so, how do we do that?
• 3:48
  SPEAKER_00: Well, you have to tie yourself to the mast.
• 3:51
  SPEAKER_00: You have to remember, I got to stay on track and get to the point on the horizon that we've been navigating.
• 3:58
  SPEAKER_00: If you have a one clear campaign, then this helps you.
• 4:02
  SPEAKER_00: This is basically you tying yourself to the mast.
• 4:06
  SPEAKER_00: If you're you're able to filter out all the noise on the these, if you have one clear campaign.
• 4:14
  SPEAKER_00: So that's why we have today's topic: surviving the AI sirens and navigating the modern business storm.
• 4:25
  SPEAKER_00: You know, many times I'm talking to folks, and here's what we're doing as a team with our clients, our VIP clients, is we have to set them up for success in the future.
• 4:35
  SPEAKER_00: Are we are we giving them the tools and the strategy and the campaigns that they're going to be um relevant in the very near future?
• 4:46
  SPEAKER_00: And guess what?
• 4:47
  SPEAKER_00: The future is stormy, the future is full of AI, the future is a full of but a bunch of unknowns.
• 4:54
  SPEAKER_00: And if we're not prepared for those unknowns, then um what do you do?
• 4:59
  SPEAKER_00: And so one of the things that makes you relevant, and no matter what that uh future is, is you have a clear idea of who your customer is, who your what your message is, and what your campaign is.
• 5:13
  SPEAKER_00: And so a lot of us are like, you know, we're we're trying to run a small business and we're exhausted, and every day we're getting bombarded.
• 5:21
  SPEAKER_00: And and if you try to chase these, they're going to pull you down the wrong path.
• 5:25
  SPEAKER_00: It's going to be expensive, and everybody, everybody uh has done this.
• 5:31
  SPEAKER_00: Um, and I'm speaking to the choir.
• 5:34
  SPEAKER_00: I wrote a whole book on this called The Golden Toilet.
• 5:38
  SPEAKER_00: Stop flushing a marketing budget into your website and build a system that grows your business.
• 5:43
  SPEAKER_00: You have to stay tuned into the system.
• 5:46
  SPEAKER_00: And so, what's the system?
• 5:47
  SPEAKER_00: It's the one clear campaign system, the Odyssey strategy.
• 5:53
  SPEAKER_00: You know, to have a great website is great, but if nobody uh goes there, if nobody interacts with it, if nobody um, if you know, if you and your mother think it looks great, but the rest of the world doesn't know about you, doesn't know what you stand for, doesn't know what your campaign, who your customer is, um, then it's useless.
• 6:14
  SPEAKER_00: You've flushed a bunch of money into this nice, pretty, pretty little thing called a website that's not helping you.
• 6:22
  SPEAKER_00: So, what did Odysseus do in this situation, uh, in the situation that we find ourselves?
• 6:28
  SPEAKER_00: So he tied himself to the mast so he could listen and could hear and and see what's going on, but not pull him off his goal.
• 6:41
  SPEAKER_00: And that's what this one clear campaign does for you.
• 6:44
  SPEAKER_00: So your mast is just as it's just a simple methodology that helps you take and navigate all this chaos and keep going to the right way.
• 6:57
  SPEAKER_00: And so, what is our core focus?
• 6:59
  SPEAKER_00: How do we filter all this?
• 7:01
  SPEAKER_00: And then how do we continue and align our team to get to our destination?
• 7:09
  SPEAKER_00: So, this one clear offer is it's it's a part of it, has your one clear line.
• 7:16
  SPEAKER_00: How do you describe in clarity what it is that you're offering?
• 7:20
  SPEAKER_00: It's a focused on one.
• 7:22
  SPEAKER_00: Many of us offer many services, and so what we dilute our message because we're trying to get this one, we're trying to get this many uh messages out to as many people as possible.
• 7:34
  SPEAKER_00: But if we could focus on the one lever that moves the needle the fastest, and just focus on one clear service or one clear product that gets uh moves the needle is the most profitable, that you have an existing team that knows how to onboard or deliver and you can scale it, and that's gonna solve 90% of your problem.
• 8:00
  SPEAKER_00: And what it does, it introduces um your one clear customer, your perfect customer, to the rest of your services.
• 8:09
  SPEAKER_00: You know, there's a thing called collateral damage.
• 8:12
  SPEAKER_00: Well, collateral benefit happens when you're really clear on what your customer is and what your offer is, it attracts other people, and they may they may um uh choose one of your other services, but when you're really on point, you have a winning combination.
• 8:35
  SPEAKER_00: So you have to how do you ignore all these things?
• 8:39
  SPEAKER_00: So when you your team is clear, and when your strategy is clear, and when you know where you're going, then it helps you discern whether the particular shiny tool that that we get phone calls, emails, social media ads, we're all bombarded with these things every day.
• 8:59
  SPEAKER_00: And so, how do you know?
• 9:00
  SPEAKER_00: How do you know?
• 9:01
  SPEAKER_00: And so will will this tool will it help you get communicate your one clear line to your one clear customer better or faster?
• 9:11
  SPEAKER_00: Yes, then continue to evaluate it or no, ignore it and sail on.
• 9:18
  SPEAKER_00: Sail on, just like the Commodores recommend.
• 9:22
  SPEAKER_00: Here we go.
• 9:23
  SPEAKER_00: So, how do you use Notebook LM to get this?
• 9:27
  SPEAKER_00: So let's assume you have it clear who your customer is, who's a your your it's called your um your avatar, the person that you really hit home runs with, they really appreciate what you do, they love it and they recommend you.
• 9:46
  SPEAKER_00: This is your one clear customer.
• 9:48
  SPEAKER_00: Okay, you can serve a lot of other customers, but if you just get your one clear message to that to that one clear customer, you get that information, you put it into Notebook LM, and guess what it does?
• 10:03
  SPEAKER_00: It helps you deploy your one clear campaign.
• 10:07
  SPEAKER_00: What do you need in that campaign?
• 10:09
  SPEAKER_00: You need a single landing page that talks about your one clear product or service to your one clear customer, and it states your one clear message, right?
• 10:19
  SPEAKER_00: And so it can generate your landing page content, Nobook LM can.
• 10:24
  SPEAKER_00: It can generate your targeted emails, it can generate your sales scripts, it can generate all of the assets needed for onboarding, for uh follow-up, for um social media posts, for social media ads.
• 10:41
  SPEAKER_00: If you put this clear information into your notebook, LM notebook, it'll help you generate all of these.
• 10:48
  SPEAKER_00: And what do you end up with?
• 10:50
  SPEAKER_00: One clear campaign.
• 10:53
  SPEAKER_00: And so when we're looking at these AI tools, most of them are going to distract, they're going to pull you off course.
• 10:59
  SPEAKER_00: They sound great, and maybe they're they're a perfect solution for sometime in the future.
• 11:05
  SPEAKER_00: But at the moment, be um be really judicious about what tool you're pulling in because it slows down because you have to figure out the tool, you have to introduce people to the tool, you got to teach them how to use it.
• 11:21
  SPEAKER_00: That it just sucks up a lot of time.
• 11:25
  SPEAKER_00: Oftentimes you have enough technology in place.
• 11:28
  SPEAKER_00: You have a website, you have a form, you even may have an email marketing tool.
• 11:34
  SPEAKER_00: You what you need is a clear campaign, and you need to have your customer clearly defined, and you need to have your messaging clearly defined.
• 11:44
  SPEAKER_00: If you got these three, you have enough to get the needle moving and get some wins immediately, so you don't have to be worrying about setting up all the fundamentals and rebuilding everything.
• 11:58
  SPEAKER_00: You know, when you have when you uh when you have these things aligned, um, you can create momentum.
• 12:07
  SPEAKER_00: A fractured strategy means you have a fractured team.
• 12:11
  SPEAKER_00: But when you use this this um Odysseus strategy, then what are you doing?
• 12:17
  SPEAKER_00: You're aligning your team.
• 12:18
  SPEAKER_00: Everyone works from the same playbook, your marketing team knows exactly who to attract, your marketing, your sales knows exactly what to pitch, what to say, and then your operations knows exactly what to deliver, how to on board.
• 12:34
  SPEAKER_00: It's amazing the uh leverage and the momentum that this strategy can um appeal to.
• 12:41
  SPEAKER_00: So in the in the Odysseus uh uh the Odysseus journey is such an obvious um lesson from this.
• 12:52
  SPEAKER_00: You have to stay on course, and many things are there to distract you and pull you off, and it's expensive.
• 12:58
  SPEAKER_00: And you know, as a business owner, you everything's on the line.
• 13:02
  SPEAKER_00: Your employees' jobs are on the line.
• 13:04
  SPEAKER_00: If you get pulled off track, you waste this time, it's it's um can penalize you in many ways, it can set you back.
• 13:13
  SPEAKER_00: So focus, focus on your horizon, stay on course, and and you know, your team will stay more aligned and and fast.
• 13:23
  SPEAKER_00: And so, a business that changes every shiny new tool you're talking to.
• 13:29
  SPEAKER_00: I'm confessing here, you you end up catching nothing, but you spend a lot of time wasting money.
• 13:37
  SPEAKER_00: And I'm the poster child of wasting money, but part of my job is to evaluate, to explore, and to know what these things are that my my VIP uh clients, my customers, the people that I'm leading, is part of my job is to evaluate that.
• 13:53
  SPEAKER_00: But I've learned to tie myself to the mast, to stay focused.
• 13:58
  SPEAKER_00: And so, to what do we learn today?
• 14:01
  SPEAKER_00: Pretty easy.
• 14:02
  SPEAKER_00: Tie yourself to the mast, stay on course, filter the noise, and create that team momentum, and just implement uh Odysseus strategy.
• 14:14
  SPEAKER_00: All right, if you found this helpful, guess what?
• 14:18
  SPEAKER_00: Like, like it, like this show, subscribe, tell someone, tell someone if you need a little help getting your strategy clear, let me know.
• 14:32
  SPEAKER_00: This QR code here will lead you to all the right places on how to engage, and let's talk about your strategy.
• 14:40
  SPEAKER_00: Let's get your one clear line, let's get your one clear customer, let's get your one clear campaign going so you can have a one clear win, right?
• 14:50
  SPEAKER_00: All right, another episode AI Made Simple.
• 14:53
  SPEAKER_00: I appreciate you, I appreciate you.
• 14:57
  SPEAKER_00: That's a wrap.