Latest / Unshakeable with Human Design - A Human Design For Business Podcast / 453: The Secret to Creating Content That Sells With AI

Transcript

453: The Secret to Creating Content That Sells With AI · Unshakeable with Human Design - A Human Design For Business Podcast

• 0:11
  Nicole Laino: Come here to become an unshakable human and build an unshakable business according to your human design.
• 0:17
  Nicole Laino: I'm your host, Nicole Laino.
• 0:21
  Nicole Laino: Hello and welcome to Unshakable with Human Design.
• 0:24
  Nicole Laino: I'm your host, Nicole Laino.
• 0:27
  Nicole Laino: And it's just the two of us today, and we're going to talk about AI, we're going to talk about creating content, we're going to talk about how some people are making that work really well for them, and some people haven't quite figured it out.
• 0:41
  Nicole Laino: Everyone seems to be using AI for content right now.
• 0:44
  Nicole Laino: And I'm not here to tell you to stop.
• 0:46
  Nicole Laino: I'm not here to tell you that's ruining your business, that it's ruining your brand.
• 0:51
  Nicole Laino: It's not if you're using it correctly.
• 0:53
  Nicole Laino: I use it too.
• 0:54
  Nicole Laino: I use it all the time.
• 0:55
  Nicole Laino: I used it to help structure this episode.
• 0:58
  Nicole Laino: I did not use it to script an entire episode for me.
• 1:03
  Nicole Laino: And I certainly didn't sit down, log into ChatGPT and say, Give me an episode for my show today.
• 1:11
  Nicole Laino: It's not enough.
• 1:12
  Nicole Laino: That's too big of a lift for even this very intelligent robot, right?
• 1:18
  Nicole Laino: So in this episode, what I want to do is I want to break down how you can get real content that sells.
• 1:26
  Nicole Laino: So just to give you kind of an idea, I've been using AI for a long time now.
• 1:30
  Nicole Laino: I use it to write pretty much every bit of content that I create, but it's not the source of everything.
• 1:37
  Nicole Laino: And that's really what we're going to dial in today.
• 1:40
  Nicole Laino: We're going to dive into how do you get AI to work for you, how do you get it to sound like you, and how do you get it to sell like you?
• 1:49
  Nicole Laino: So I have a $30,000 a month business.
• 1:52
  Nicole Laino: I'm very proud that, and am proud of the fact that AI has made me way more productive.
• 1:59
  Nicole Laino: It's made by team more productive.
• 2:02
  Nicole Laino: But that never would have happened if we didn't have a few things in place already and weren't doing certain things.
• 2:08
  Nicole Laino: And I'm going to kind of roll through exactly what those things are in this episode.
• 2:12
  Nicole Laino: That's what this is about.
• 2:13
  Nicole Laino: So how you can incorporate some of this now also, if you are interested in this topic, if you are interested in creating content that sells, in creating content with AI, in using AI to help you become more productive and More profitable.
• 2:28
  Nicole Laino: Then you should consider coming to my workshop.
• 2:31
  Nicole Laino: Words that Sell.
• 2:32
  Nicole Laino: So we're hosting a workshop called Words that Sell.
• 2:34
  Nicole Laino: It is all about how to create content that gets you seen and paid.
• 2:38
  Nicole Laino: And, you know, and we're going to show you how you can make AI work for you in that workshop.
• 2:43
  Nicole Laino: This is not a workshop where I'm talking at you.
• 2:46
  Nicole Laino: This is a workshop where we are working.
• 2:48
  Nicole Laino: This is an actual class.
• 2:49
  Nicole Laino: This is like, it's an intensive little program that we're doing.
• 2:52
  Nicole Laino: We're just doing it in one shot.
• 2:54
  Nicole Laino: You don't have to come, you know, meet me for three weeks.
• 2:56
  Nicole Laino: We're going to do it in one shot.
• 2:58
  Nicole Laino: It's very quick, but it's very effective, really powerful.
• 3:02
  Nicole Laino: And you will walk away with your Words that Sell playbook, which is going to be a playbook that you have of your message that's going to allow you to make AI work for you.
• 3:13
  Nicole Laino: Okay, so we're going to break down like what this all looks like in here.
• 3:16
  Nicole Laino: But if you want to get in on that, all you have to do is DM me the words on Instagram.
• 3:20
  Nicole Laino: Just type out words on Instagram.
• 3:22
  Nicole Laino: I'm @nicolelainofficial.
• 3:24
  Nicole Laino: DM me that and we'll sign you up in the DMs or go to nicolelaino.com words and you can get all of the information there and you can sign up.
• 3:32
  Nicole Laino: If you are a client in Aligned Brand Builder or Business by Design, my two higher level programs, you do not have to pay for this.
• 3:41
  Nicole Laino: This comes with your membership as being a client in one of those two programs.
• 3:45
  Nicole Laino: If you are a member of the Human Design Authority Lab, this does not come with your membership.
• 3:51
  Nicole Laino: So but you can pay into it to come in.
• 3:54
  Nicole Laino: And if you are part of the outside world, of course you can just enter in and just take this workshop with us.
• 3:59
  Nicole Laino: And then you don't have to be part of one of the bigger things that we do.
• 4:01
  Nicole Laino: It's an a la carte item, as we call it, but you will only be able to get into it when we do it live.
• 4:07
  Nicole Laino: There will be no recordings after.
• 4:09
  Nicole Laino: It's going to go into the vault for our clients and it won't be sold afterwards.
• 4:13
  Nicole Laino: Okay.
• 4:14
  Nicole Laino: All right, so let's dive into this, shall we?
• 4:17
  Nicole Laino: So, big problem that I see with AI.
• 4:20
  Nicole Laino: Let's start with the problem, right?
• 4:22
  Nicole Laino: People are handing AI their messaging, not just their content.
• 4:28
  Nicole Laino: They're expecting AI to do a lot of the heavy lifting and or worse, they're actually having AI develop their message.
• 4:36
  Nicole Laino: That itself.
• 4:37
  Nicole Laino: So they're saying something like, tell me who my ideal client is.
• 4:41
  Nicole Laino: And they're getting like an ICA profile straight from AI.
• 4:45
  Nicole Laino: And then they take that, and that's really generic, but it sounds good.
• 4:50
  Nicole Laino: Check this out.
• 4:51
  Nicole Laino: Go and work through something with AI.
• 4:53
  Nicole Laino: Ask it to produce something.
• 4:54
  Nicole Laino: The first time you read it, you're like, this is brilliant.
• 4:58
  Nicole Laino: And then go back to it, like an hour later, go eat a sandwich and then come back and read it again.
• 5:03
  Nicole Laino: And you're like, this is garbage.
• 5:05
  Nicole Laino: There's something so, like, there's such a dopamine hit with, like, all of the output that it gives you that we are not terribly discerning in that first past, so you have to come back to it.
• 5:15
  Nicole Laino: But they're asking AI for the fundamentals of what they do, what they offer, who they offer it to, and they're wondering why it comes out vague, why it comes out really.
• 5:29
  Nicole Laino: It sounds good.
• 5:30
  Nicole Laino: Because you know what AI can write.
• 5:31
  Nicole Laino: It's trained in copywriting.
• 5:33
  Nicole Laino: It knows how to write good copy.
• 5:35
  Nicole Laino: So it can sound good.
• 5:37
  Nicole Laino: But you'll notice that it's sounding just like everybody else's stuff right now.
• 5:42
  Nicole Laino: You have to go in there and you have a job to make it more specific.
• 5:48
  Nicole Laino: And that part because the audience can feel it.
• 5:51
  Nicole Laino: AI content is getting easier to sniff out every single day.
• 5:55
  Nicole Laino: You can see it when somebody has given it too much work, when they have outsourced the messaging piece and not just the content piece.
• 6:06
  Nicole Laino: You have to give AI more than that.
• 6:10
  Nicole Laino: You can expect it to do everything for you.
• 6:12
  Nicole Laino: I heard somebody say that, you know, AI is like having a really smart intern.
• 6:17
  Nicole Laino: And I think that's the best way to think about it.
• 6:19
  Nicole Laino: It's like having a really smart intern.
• 6:21
  Nicole Laino: They're very capable.
• 6:22
  Nicole Laino: They're eager to work.
• 6:24
  Nicole Laino: But you.
• 6:25
  Nicole Laino: They're not going to steal your job.
• 6:26
  Nicole Laino: Right?
• 6:27
  Nicole Laino: And we don't want them to.
• 6:28
  Nicole Laino: We want to be in there.
• 6:29
  Nicole Laino: And if you're listening to the show, you care about your message sounding like you.
• 6:34
  Nicole Laino: You're living your purpose.
• 6:35
  Nicole Laino: AI is not living your purpose.
• 6:37
  Nicole Laino: AI is here in my estimation, and how I use it is.
• 6:41
  Nicole Laino: AI is here so that it can take some of the pressure of all the creative energy that it can take for me to create the amount of content and messaging work that I need to create, the emails that we need to create.
• 6:55
  Nicole Laino: And it allows me to outsource things to my team.
• 6:58
  Nicole Laino: But before I do that, I have to give them something, too.
• 7:02
  Nicole Laino: I can't expect even my team to be able to do this because I've noticed what happens is, and you know, my team's been with me for a long time.
• 7:10
  Nicole Laino: Megan has been with me forever.
• 7:12
  Nicole Laino: And she knows my business inside out.
• 7:13
  Nicole Laino: Nobody knows it better than her besides me.
• 7:16
  Nicole Laino: And she still can't get the content that I get without my input, without me giving more right.
• 7:24
  Nicole Laino: And there are ways that we can do that.
• 7:26
  Nicole Laino: So the kind of, the metaphor that I have for this is like, think about like a film set, right?
• 7:31
  Nicole Laino: On the film set, the director is the boss, right?
• 7:35
  Nicole Laino: The director is the one who, before you show up to the film set, the director has been working behind the scenes probably for years, breaking down and blocking out what this whole world was going to look like, right?
• 7:50
  Nicole Laino: And then on day one, the cast and crew who are professionals and who are amazing at what they do, they show up.
• 7:58
  Nicole Laino: But it's the director's vision that they are executing on, right?
• 8:02
  Nicole Laino: You can't just show up and say like, okay, everybody go.
• 8:05
  Nicole Laino: They'll be like, okay.
• 8:07
  Nicole Laino: And you would, you know, they're professionals, they know what they're doing.
• 8:10
  Nicole Laino: So the lighting would be good and the acting might be okay, but without the director's vision for what this is, there's a reason that the best director Oscar is the most coveted.
• 8:23
  Nicole Laino: Because it's blessing the vision.
• 8:25
  Nicole Laino: It is saying that you executed, you had a vision for this whole thing.
• 8:30
  Nicole Laino: You brought this, what were just once words on paper, you brought them to life better than anybody else did this year.
• 8:39
  Nicole Laino: That's your job.
• 8:40
  Nicole Laino: You are the director.
• 8:42
  Nicole Laino: Because without that, without the director's vision, without the director's direction, you get technical competence, but also a soulless mess that doesn't.
• 8:54
  Nicole Laino: Maybe so maybe people are just acting out a scene, but they're not really getting what's underneath that scene and they're not really getting what's underneath that story.
• 9:03
  Nicole Laino: They're not on the same page.
• 9:05
  Nicole Laino: You are the director of your content ecosystem.
• 9:08
  Nicole Laino: AI is the crew and the cast.
• 9:11
  Nicole Laino: Stop expecting an Oscar winning film without really digging into the script and without directing and guiding AI to where you want it to go.
• 9:25
  Nicole Laino: So your messaging is not your content.
• 9:27
  Nicole Laino: They're not the same thing.
• 9:28
  Nicole Laino: Content is a tactic.
• 9:30
  Nicole Laino: Messaging is the strategy beneath that tactic.
• 9:33
  Nicole Laino: It is the strategy that allows the tactic to have a purpose and to fulfill that purpose.
• 9:39
  Nicole Laino: It is what allows the tactic to get a result.
• 9:42
  Nicole Laino: Sure, content can get a result by accident, but even the influencers, even the people who are selling like, you know, who are affiliates for Amazon, think about it.
• 9:52
  Nicole Laino: So if somebody is showing you, I bought them These little sticker things that you put on the side of like your bedside or your table or something.
• 10:01
  Nicole Laino: And they hold the cords.
• 10:03
  Nicole Laino: They're not just showing you the thing in their hand and being like, so this is the thing that holds the cords for your devices?
• 10:12
  Nicole Laino: No, they do a video showing you how it works and they show you plugging it in and they show it falling down over and over again without the thing, and then they show you with it.
• 10:22
  Nicole Laino: That's messaging.
• 10:23
  Nicole Laino: They're showing you how it's solving a problem in your home.
• 10:26
  Nicole Laino: I bought that shit because they messaged it.
• 10:29
  Nicole Laino: Well, if they just showed me what it was, I probably wouldn't know what it was.
• 10:31
  Nicole Laino: And I wouldn't know how life changing it is to not have to worry about picking up my two cords that plug in my earbuds and my phone at night.
• 10:41
  Nicole Laino: They're awesome.
• 10:42
  Nicole Laino: So most people skip that step entirely.
• 10:44
  Nicole Laino: They're not thinking about it.
• 10:46
  Nicole Laino: They're like, my thing is awesome.
• 10:47
  Nicole Laino: I'll talk about it.
• 10:48
  Nicole Laino: I'll talk about me, I'll talk about that.
• 10:50
  Nicole Laino: And what the problem is with that is that they go straight to write me a caption for AI.
• 10:56
  Nicole Laino: They ask, like, write me a caption for this.
• 10:58
  Nicole Laino: And they never define what makes their offer different, what the point is of their post, where do they want things to go.
• 11:08
  Nicole Laino: They might say like, oh, the CTA is for this offer.
• 11:11
  Nicole Laino: But they're not telling AI what makes the offer special or how the offer helps somebody.
• 11:17
  Nicole Laino: And this is how we get disjointed content.
• 11:19
  Nicole Laino: This is how we get people spending a lot of time creating content that doesn't move the needle for them.
• 11:26
  Nicole Laino: And I want those days to end for the heart centered, purpose driven leaders who listen to this show and who are in my audience.
• 11:34
  Nicole Laino: I want to help you get seen and paid for who you are.
• 11:39
  Nicole Laino: But the words that sell, it's an essential skill.
• 11:43
  Nicole Laino: So I had a client who went through this exact same thing.
• 11:47
  Nicole Laino: I had a client, when she came to me, she made content all the time.
• 11:52
  Nicole Laino: She was on Instagram constantly.
• 11:54
  Nicole Laino: Her reels came up all the time.
• 11:56
  Nicole Laino: And I was watching them and they were really good at showing who she was.
• 11:59
  Nicole Laino: They were really good at building rapport with the audience as far as, you know, showing who she was, showing what she stood for.
• 12:08
  Nicole Laino: You get her, you like her.
• 12:10
  Nicole Laino: In fact, most people love her and, you know, she's got all this personality.
• 12:14
  Nicole Laino: But showing me a reel of like your morning walk or, you know, you on your coffee run, that doesn't drive sales.
• 12:23
  Nicole Laino: And it wasn't driving sales for her.
• 12:25
  Nicole Laino: She was getting some engagement.
• 12:27
  Nicole Laino: Not great.
• 12:27
  Nicole Laino: It wasn't doing awesome, but it was getting some engagement, got views and things like that.
• 12:33
  Nicole Laino: But it wasn't really growing her audience in a meaningful way where that audience turned into sales.
• 12:37
  Nicole Laino: And the sales that she was getting, she did have a business that existed because she's very good at what she does.
• 12:42
  Nicole Laino: Like so many people that I work with, she's really good at what she does.
• 12:46
  Nicole Laino: But those sales were coming from referrals and renewals, which is wonderful.
• 12:50
  Nicole Laino: We want those.
• 12:51
  Nicole Laino: We also want to be able to convert the people who are out there in the world into clients if they are right for our offers.
• 12:59
  Nicole Laino: So when she came to work with me, we stopped guessing about it.
• 13:03
  Nicole Laino: We built her message around what she really does, what her gifts are, how she helps people.
• 13:09
  Nicole Laino: And now we put that with her personality, we put that with her fearlessness, with the way that she makes content, her ability to create a lot of content because she likes it.
• 13:17
  Nicole Laino: And she's now booking four figure sales from her stories on repeat, not launching, not through the perfect funnel, not all of that from just showing up online.
• 13:27
  Nicole Laino: That was kind of the model that she wanted.
• 13:30
  Nicole Laino: And you know, this is.
• 13:32
  Nicole Laino: And you're able to do that with AI when you have a message underneath it all.
• 13:37
  Nicole Laino: But if you're just buying templates and you're looking at like plug and play hook templates from Instagram specialists, those are not building client bases, they are not building demand for your offer.
• 13:53
  Nicole Laino: They're just maybe getting people to stop the scroll, maybe getting followers.
• 13:59
  Nicole Laino: But I was saying this in a previous episode.
• 14:01
  Nicole Laino: I've done some Instagram posts recently.
• 14:04
  Nicole Laino: We got like, I think I got like six or seven hundred new followers from basically two or three posts that I did.
• 14:11
  Nicole Laino: And they're helping with the other posts.
• 14:13
  Nicole Laino: But I.
• 14:13
  Nicole Laino: So I did some really big reach posts.
• 14:16
  Nicole Laino: I did one on the Year of the Fire Horse and Human Design.
• 14:19
  Nicole Laino: I did one on Bad Bunnies Human Design.
• 14:22
  Nicole Laino: They got a lot of attention.
• 14:23
  Nicole Laino: But in between that, there are some really big messaging building ones that are in between it, that were promoting other offers and what I did with those and those because the other ones were feeding the reach for those other posts.
• 14:38
  Nicole Laino: Now that engine, the every bit of engagement that I got was still turning into sales for the other offers that I was CTA ing.
• 14:45
  Nicole Laino: And even those other posts, the Bad Bunny post, the Fire Horse post, those weren't just to build engagement.
• 14:53
  Nicole Laino: They were tied to my core messaging elements that tie to my offers.
• 14:58
  Nicole Laino: So by talking about them at the end, when I c ta a guide or a masterclass, a paid masterclass that I'm doing, people were buying them.
• 15:08
  Nicole Laino: And the reason for that is because I made it make sense.
• 15:11
  Nicole Laino: Because the post that they enjoyed, that they liked, that they were clicking through, had a purpose.
• 15:17
  Nicole Laino: And at the end it said, if you like this, then here's the perfect thing that goes with it.
• 15:22
  Nicole Laino: You'll love this, so buy it.
• 15:24
  Nicole Laino: And they did.
• 15:25
  Nicole Laino: It's not a complicated process, but it does require work and thought and that work does not have to be every day I don't think about my messaging.
• 15:36
  Nicole Laino: I don't redo my messaging every day.
• 15:38
  Nicole Laino: I do content, but I have a basic messaging document that I work off of and I think about what I'm promoting and I think about why.
• 15:47
  Nicole Laino: I have a playbook.
• 15:48
  Nicole Laino: I have a playbook for how I'm going to sell every single month.
• 15:52
  Nicole Laino: And so I am teaching this intensive to help you create your playbook.
• 15:59
  Nicole Laino: Because this is the difference between content that drains you, that takes time and that takes energy and gets people saying that was cool versus content that is that people like, they engage with and they buy.
• 16:13
  Nicole Laino: And I don't really care.
• 16:14
  Nicole Laino: If you get 30 likes, that's fine.
• 16:16
  Nicole Laino: If 10 of them buy, that's amazing.
• 16:18
  Nicole Laino: And that's better to me than getting 200 likes or a thousand likes and nobody buying.
• 16:23
  Nicole Laino: I'll take the first one.
• 16:24
  Nicole Laino: I'll take option one any day because that means my messaging is on point.
• 16:29
  Nicole Laino: That means that I am delivering something and it's getting to the right people.
• 16:33
  Nicole Laino: That's what we want.
• 16:34
  Nicole Laino: So this is what we're creating in the words that sell intensive.
• 16:39
  Nicole Laino: We're going to be building out your words that sell playbook.
• 16:42
  Nicole Laino: This is exactly what we're doing.
• 16:44
  Nicole Laino: We're going to do it on the call together.
• 16:46
  Nicole Laino: You are not going to just listen to me talk.
• 16:48
  Nicole Laino: You are going to be working with me on that call.
• 16:52
  Nicole Laino: So if you want to get in on it's going to be awesome.
• 16:54
  Nicole Laino: Again, if you're in a line, brand builder or bbd, you get this.
• 16:57
  Nicole Laino: If you're in the lab or you're not a client at all, then this is a paid workshop.
• 17:02
  Nicole Laino: But it is a way for you to work with me one off, get huge value for a very low price and actually be able to use this to make money.
• 17:10
  Nicole Laino: This will help you.
• 17:11
  Nicole Laino: Day one, you will walk out of that, out of this workshop and you will be able to put this into AI and have it help you make content that sells or you'll be able to use it.
• 17:19
  Nicole Laino: If you are more of like a traditional person where you want to write your own content, that is fine.
• 17:23
  Nicole Laino: I still do that sometimes too.
• 17:25
  Nicole Laino: And we'll talk about more about how we do that inside the workshop, but you will be able to do that as well.
• 17:31
  Nicole Laino: But it's going to make everything that you do, everything that you put out, every email you write, every podcast you record, every piece of social content that you create, it will make it more.
• 17:41
  Nicole Laino: More profitable.
• 17:42
  Nicole Laino: It will make it more effective.
• 17:44
  Nicole Laino: Okay, so all you have to do to get into the workshop is go to nicolelaino.com words or go to Instagram DM me the words over there and we will send you the details there.
• 17:56
  Nicole Laino: Thank you so much for being here.
• 17:58
  Nicole Laino: I am so appreciative of you.
• 18:00
  Nicole Laino: And remember, in order to have an unshakable business, you must first become an unshakable human.
• 18:05
  Nicole Laino: So thanks for letting us help you become unshakable with human design.
• 18:08
  Nicole Laino: We will see you next time.
• 18:09
  Nicole Laino: If you love this episode and you're a fan of the show, please show us the love on itunes, Spotify or wherever you're listening to the show and leave us a review.
• 18:16
  Nicole Laino: And if you'd like to connect with other entrepreneurs on their human design journey, join our free Facebook community Human Design for entrepreneurs.
• 18:23
  Nicole Laino: Go to NicoleLano Me PodcastLinks to join the group.
• 18:28
  Nicole Laino: Book a human design reading with me or access our free human design resources.
• 18:32
  Nicole Laino: We'll see you there.