Latest / Author Hour / Be Amazing or Go Home: How Shep Hyken Turns Books Into Speaking Business

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Be Amazing or Go Home: How Shep Hyken Turns Books Into Speaking Business · Author Hour

• speaker-0: Hi everyone, welcome to the Author Hour podcast. My name's Teddy, and my guest today has spent his entire career on one question, which is what makes a customer come back? And that is Shep Heiken. He's the chief amazement officer at Shepherd Presentations. He's New York Times, Wall Street Journal, USA Today, best-selling author. His books include The Convenience Revolution, Amaze Every Customer Every Time, and also Be Amazing or Go Home, which he actually published with us here at Scribe. He also hosts The amazing business radio and he's worked with companies like American Airlines, AAA, ATT. And I think Shep, this is either your first time on North Rail or it's been around nine years. So welcome to the show. speaker-1: Well, thank you very much. Great to be here. A pleasure and honor. And and here we go. speaker-0: Yeah, no well, thank you very much. I mean, well, you so you've written how many is it now? Around ten books? And I think speaker-1: have eight books plus five co-authored books. speaker-0: Perfect. And I think when we spoke just before the call perfect Well, it's not. speaker-1: It's impressive to some. I i it's daunting for others. speaker-0: You have to start using whisper flows so that you don't get like bad fingers to get a speaker-1: That is one of the coolest products. I just started using that within the last probably six months. And it is, I'm going to say it's life changing because I talk and write the same exact way. And and this is a maybe people obsess. Maybe this is the first key point we're gonna make today. People obsess over perfection in writing. I obsess over making sure that what I say gets out without being filt well. Filtered is are blocked is a better word, because from the time it takes for my brain to the keyboard and I'm just flying on the keys, and then I go back and look at all the mistakes. I don't worry, and when I say mistakes, they're typo mistakes, not grammatical mistakes. When I speak, I am grammatically incorrect. There is no doubt about that. But here's the beautiful thing. It's exactly what I'm thinking. And what I do is I constantly look for ways to repurpose content. So if I'm writing an article or I'm writing a book, you know, I'm just typing. I'm not even worrying about making mistakes, worrying about the punctuation. I can fix that later on. And later on, when I do write an article or a chapter of a book, I can turn that into a video because I can just clean up the typos, as in commas, periods, things like that. Forget about the grammar. And the reason is, is I speak. and talk and write the same way, I can throw that exact transcript or manuscript, if you will, or article, because it's what came out of my mouth, not not like fixed, into a teleprompter. And when I read it, it sounds exactly like I should sound. However, if I get somebody on your team to edit and make it beautiful and perfect, and then I go to put it in the teleprompter, it may read real well, but it sounds like poop. That's in case your four-year-old daughter is listening, okay? She'll laugh at that word and you'll cringe at the other word I was about to use. speaker-0: I have to say this episode isn't sponsored by Whisperflow, but I it does make you sound very authentic when you're writing emails and stuff. Yeah. speaker-1: Got free commercials, got to get me six months worth of free WhisperFlow is amazing. So and that by the way, that that's the point I was trying to make, is that now I don't have to worry about the typing. I just have to talk. And I still have to go back and look for places where I want to put commas. And the reason I put the commas there, even if they're in the wrong spot, is it forces me to pause when I'm talking on camera. And I'm sure that my editor, when she goes to look at it, is gonna pull some of those out. speaker-0: Yeah. I will talk that th this actually leads quite nicely into my first question because we were talking about reputation and speaking. And you know, one of the main parts about speaking is the way you speak is obviously very important. And one of the things you said before was that the real value in the book is actually in the reputation, the speaking you get from it. Now, when did you work that out and how did it change how you wrote your books? speaker-1: So I wrote my very first book back in the late nineteen eighties. Came out maybe around ninety or so. it's called Moments of Magic. by the way, I still in every speech talk about the moment of magic, which is that moment that the customer says, that was nice. I like that. And if we do them again and again, they keep coming back. Anyway, that wasn't the question. My friend said to me, Steve Miller, Steve Miller band, you've heard of the Steve Miller band? My friend Steve Miller, different Steve Miller. Steve Steve said to me, You're gonna make a million dollars with this book. And I go, Wow, that's a lot of books. He goes, No, no, you don't understand. You get this book in the right hands, they're gonna book you to do speeches, they're gonna you're gonna, you know, do work with companies as a result of them seeing what's in this book. And I went, Wow, that's pretty cool. And I'm not gonna say I made a million dollars off that book, but definitely over time that all the books really contribute to the credibility. of me as a speaker and my content for training purposes. So it really in a f in a way it has probably made well over a million dollars for me. speaker-0: And the the looking back on like Be Amazing or Go Home, which turned nine, that was the first book you wrote with Scribe. how did that have an impact on your career? Because that was quite a important book for you, I think. speaker-1: Yeah, well, I think every book that I write is is my personality coming out. It's new content coming out. Be amazing or go home. Even though I stayed in the lane of customer service and experience, which is everything I do, that book can cross over into any area of almost straight up motivation. You need to be amazing. So even if you're not in the customer service world, interacting with customers or or on the front line of anything, you could say, okay, this is all about building relationships and making myself look amazing to my colleagues at work, even friends and family members. So that was really good. Well it's nice about that book, and it was so well done. And I'm not talking about my writing. My writing is my writing. But the book was well done and produced in such a way that maybe a couple three years later A regular publisher comes along and says, We notice you wrote this book with Scribe. Would you like to go mainstream with us? And so they actually took the rights and we made a deal that I got distribution direct to my clients. I could buy my books at a at at the price I've bought them for in the past, at least initially, so that I had a nice surplus of of the ability to sell books. And by the way, that's another key reason to want to use a company like Scribe is You own the rights to the book and you can when I say you, the author owns the rights to the book and therefore they can print the book on demand, print you know, extra copies to keep in their garage if they wanted to. But the point is you can afford to give away the book rather than have to buy a book that's retail at say twenty five bucks, and you are lucky if you get fifty, sixty percent off from your publisher. So I can give away these books as a as an expensive business card, if you will. And that's why that book made a million dollars, because I had the ability to give it away. This was back before Scribe even started. It was a self-published book. And that was it was a beautiful thing to do. Also, the book, I know I'm getting off track here, becomes a negotiation tool. If a client is really close to her fee, come on, you got to do something for me. Well, let's give them some books. But anyway, back to the book. and how it positioned me. Be Amazing or Go Home was a fun book to write. As a matter of fact, right before we came on, I am doing a speech for a client in November. And the title of the speech is Be Amazing or Go Home. Client loved that. And I'm pulling content from that and inserting it into the speech. So it's it's a strong title and it's a great book. And I really appreciate that you guys were willing to do it. speaker-0: Thank you so much for those words. I mean, w when when you s one of the things you said there about it being a business card on steroids and you able to use it to negotiate and you, you know, able basically to use it to build your brand, how did you get that book out to the right people? Did you make a list of people and say these are the people I want to give it to? Or was it how did how did how did it actually help? speaker-1: I'm really good at creating lists of people I should do business with. So speaker-0: It's quite menacing, but speaker-1: I'm gonna go back to a long, long time ago when I had hair and a lot of hair. It was right about the time I got out of college. And I was all I was already not realizing it starting to recede, not succeed, but recede. I was voted most likely to recede in high school, but that's another story. The when I got out of college I saw two motivational speakers and one of them was Tom Hopkins, the famous sales trainer. And he wrote a book, How to Master the Art of Selling. And I bought that book and it said you need to create a list of all the people. You know, you just can't say, okay, I'm gonna start calling people or or reaching out to people and then say, one at a time, do it. No, do all the homework up front. Back then there was no internet, there was no email. I went to the library and I got a nice lady to help me look at microfiche, which if you're younger than probably 40 or 50 years old, you have no idea what that is. But magazines and everything were transformed or transferred to like what looked like a negative from a traditional photograph. And it would have just tons of information. You can get an entire magazine on on this microfiche. So I would go through and I'd look for the full page ads of companies in different business publications. I actually went and bought all the business publications I could find, which were like five or six, but I knew there were many more, which is why I went to the library. I ripped out the full page ads or I wrote down the names of the companies that had full page ads when I went to the library and then I started to do the research. Where were they? What's the main phone number? Who's the VP of marketing or sales, which is traditionally who I would be talking with, or at least would be in charge of a meeting, unless it was a smaller company, then I might be actually talking to the president of a company. But larger companies that had full page ads, that meant they were big enough to probably have a meeting. Maybe they're gonna hire a speaker. And so I created this list. Tom Hopkins said, get a list of 100. I said, I'm going for 200. I and and I would just start smiling and dialing. And that's that's how it all started for me. And making the list of people you want to send the book to is the same way. But here's the beautiful thing today that we didn't have back then. LinkedIn. We can go on and we can do a filter on the people we want to talk to and and get in touch with and we can you know get high level execs. Now here's the difference. High level execs may or may not be active on LinkedIn. So if you're really going to do a target to people that you want to get the book into the hands of and start a conversation with, find people that are in your criteria of the filter who are also active on LinkedIn, meaning they post, they comment, they don't have to post a big article, but you know, like what we should do as authors, but at least they're involved. And the secret to getting connected to them isn't to just blindly reach out and ask if they want a copy of your book. It's to comment on their comments or comment on their posts and see if that executive engages with you. And if that potential client or executive does engage, stay with the conversation on their side. No sales, no whatever. And then at some point say, Hey, you know what? You might be interested. I'm happy. You know, I really enjoy talking with you. Can I send you a copy of my book? I'd love for you to have it. I think it's something that you might enjoy and people in your company might enjoy it as well. And that's how I would approach today's list differently than I did back in nineteen eighty three when I started, which is probably a year or two before you were even born. speaker-0: Yeah, I was I well, I was born nineteen eighty nine, so it was it was quite a few years before I was born. speaker-1: So I've been doing this longer than you are old. speaker-0: Yeah. Well, I mean, I completely agree. I think LinkedIn is a the a great way to find the right people. Have you had any success with like actually, you know, in real life type events and trying to find people that way? Like real life, like meeting people in like conferences or sure. speaker-1: Sure, absolutely. That's part of what we do. When I do a speech, which is the primary way that I make money, the speech, in my mind, the goal is to be good enough to get booked for another speech. Makes sense. So you it once you get your calendar to a point that you like it, what can we do to make sure that every speech is replaced with at least one more speech? That's easy to do when you're working with associations. For example, you walk into a meeting of an industry and there's 200 business owners in front of you. That's a prime audience if they meet the right criteria. And there's 200 potential speaking engagements right in front of you. Obviously, with the client who books you, you know, let them, you know, have buy your book. By the way, my favorite way to sell books at an event is not after the event in the back of the room. It is before we even get there, the client buys the book for everyone. And I'm willing to discount that book at a pretty dramatic price. just to make sure that book gets in the hands of everybody. And that's really important if there are 200 people that are potentially going to hire me. Another way, if you do want to sell in the back of the room, boy, am I going off into this is what happens when I drink coffee. I just start talking. Which is about every morning. So the other interesting way of selling the book is just put a a a a pile of books in the back and say, there's a little bowl, drop a $20 bill and make your own change. I trust you. And ideally, you nobody has to work the room. Nobody has to stand in the back with you. Just you know, I'm gonna say that most people are pretty honest, never had a problem with it. speaker-0: Nice. Well what one thing that comes up quite a lot in our conversations is obviously now people think, okay, could I just write a book using AI? And I always say like going back to your point before about it being a business card on steroids, you have to remember that people are actually going to read this book. So it's important to make it really good. So I kind of want to walk through like what what what does your what does a Shep Hyken book actually look like? What's that writing process look like for Shep Hyken? speaker-1: Right. Well, you know, I've I since the AI has come around in I I would say what, it's been about three years now, twenty nineteen, twenty or nineteen, two thousand twenty two. Is that November twenty two or twenty three? I think twenty three is when AI became chat GPT. I've not written a book using chat GPT. I still write lots of articles which eventually can be compiled into a book. But I would say this, based on my writing and when I write articles, if I let Chat GPT or Claude or Perplexity or any of these other AI fueled technologies write for me, I am not going to be as smart as I am about what I do. So my favorite thing to get education is I'm invited to a conference, especially one that's in my world of customer experience, there's a quite a few conferences out there, user groups where a technology that's for a contact center or customer service, you know, like our call is very important to you type of stuff, right? They'll hire me to speak, but I like to listen to the case studies from clients that are using technology. That's a great education. I do a podcast just like this every week. The number one reason I use my podcast is not for exposure. And I get pretty good exposure with it, but the number one reason is I get to talk to an amazing person who knows what they're doing. It's it could be an author. I like it more to be an executive at a company, a VP of customer experience of a major company that can give me some insight as to what they're doing that might be different. You know, if I'm talking to somebody at Verizon, what are they doing different than ATT or one of the other competitors in that world? And so that's the number one reason. Of course, it's always nice to do a podcast with somebody that might potentially hire you. And you're doing You know, you're getting to know them, you're putting their word out there and and maybe that helps to engage into a conversation. I'm starting to lose track of the original question you asked me, but speaker-0: about the importance of writing a book and how what does your writing process look like? speaker-1: Yeah, so that process, when I write that book, I'm I'm pulling off of content that I'm learning all along. So give you a great example of how I use ChatGPT to write an article, which could be a chapter of a book. And I use chat and Claude and I have them compete against each other to see what which what they come up with. I do an interview, and in that interview I'm I'm taking notes along the way. And once I'm finished with the interview, I go straight to my Word document and I start putting in what I thought the highlights of the interview is from that interview before I even ever look at the transcript. I use Riverside as well, and I mark the places where somebody says, that was really smart. Boom. I put a little mark there. And I can go back later on and see if I remembered or made a note on that. So now I have like what I consider, this is worthy of an article, hence worthy of a chapter. And then I will write the opening, it's usually a couple of paragraphs, and then I'll start looking at all the sub I like to do things in little categories. So I'll do a subheadline and I'll write a couple of paragraphs on that. So if if my interviewee said something pithy and smart, that becomes more or less the subheadline. And then I give my take on it. And I'll write a couple of paragraphs. From there, I take the transcript, I put it in the chat, and I put it in the Claude, and I say, here is what. I've written so far. And usually my articles, if it's a Forbes article, it's going to be about eight, nine hundred words. I'm usually at that point at about five or six hundred words before I even go here. But it's very loose. And I know I'm going to add more to it. And I know I need a conclusion. I always wait till the very end to write my final chapter or my final words in an article. And I'm amazed at sometimes how right I am, but I've convinced ChatGPT to tell me when I'm wrong too. And it'll say, you did not make this point clear. And actually, you made the wrong point. The the interviewee said this and you said that. And I'm gonna go, okay. This is what and then I rewrite it. So this is what it said. This is what I thought about when they said it. So I could get away with writing the opposite thing. But it's really interesting how it clears me up. Next is I put it through the process of the actual editing. Is it clean? So once I've written it. To the way I like to say it, I hand it off to my assistant because it's an article, we're going to put it into a teleprompter and I'm going to create a video off of it. But once it gets to that point, I now have to get it cleaned up. Before I actually give it to the gal in my office that does the editing, I will go in and and play with it using grammarly, and then I throw it back into one of the large language models to make sure that it still reads well and and makes sense. So I'm really using it as an editing and filtering process, but not a writing process. If you start letting these technologies write for you, anybody can do that. You're not an expert. You're gonna get asked a question one day. And if you don't have, you've not used your brain the right way, chances are you're never gonna remember what it is that you wrote. speaker-0: Yeah. It's quite interesting you said that. It's it's almost like you interview yourself, like after your you know, your speaker-1: Do what I'm doing. Good point. Yeah. speaker-0: 'Cause it's a bit 'cause what a lot of people say with so with like scribe professional, we have a ghostwriting service and they say, Well, if it's been ghostwritten, how does that count as your words? But actually you'll have been interviewed so much by the writers that they're really taking exactly what you're saying and just writing them in a way that, you know, they're professional writers, they're good at that. But it sounds like you do quite a similar process but with yourself. speaker-1: Right. And even prior to all these, I have an editor that has worked on every book that I've written since well, it didn't he did he's done six out of the eight books with me. And he charges a very reasonable fee. It's not like, you know, ghostwriters are very, very expensive. This is an editing process. And what happens is I I have, for example, a lot of articles that I've written. It's time to put them into a book. So I assemble the articles and and I write a minimum of two, usually three articles every single week for at least two or three decades. So I've got like thousands of articles. So and I'm and that's just what I do. It keeps me smart, it keeps me totally at the top of my field and understanding of what's going on. Anyway, I digress. I take the articles, I put them into different categories. These three articles belong in this chapter. These four belong here. This I think, you know, I'm not sure where it goes. Okay. So once I get them all laid out and I think I know where I'm going, his job is to stitch them together and make it cohesive. And also he's his job is to give me a clean manuscript because I love to go to someone like Scribe and say, Here, do the final edit. And when the final edit comes back, it's like, well, well, Chef, there really wasn't much here to do. And what I'm trying to really avoid more than anything, because I worked with Wiley on one of my books, and Wiley came back and said, You have a really clean manuscript, but you need to rewrite this chapter because it isn't making the sense. And that was even using my editor. And when you go to rewrite something that you thought was already really good, it's really freaking hard to do. That's that's to me the most painful rewrite or editing process ever. Is rewriting something I already thought was good because somebody doesn't think it is and or doesn't think it's good enough. So other than that, one and that was our great learning lesson. I've never handed in a manuscript to a publisher and even described when you guys did my final edit and said, There's there's not a lot here to do. I mean, we can play with the Oxford commas. Should they be in? Should they be out? You know, I am I think you'll appreciate this being from where you live. I'm a total Oxford and I'm a guy. speaker-0: Yeah. The editing is so important because I think a lot of people see it as, you know, almost like a secondary thing, but it's like the most well, after the writing, it's the most important part of the whole book process because, you know, without the editors have such good attention to detail, way better than like anything I could ever do. And I think people always forget how important that editing part is. speaker-1: You do not want to lose credibility because you have a book that's riddled with errors. speaker-0: Yeah, a hundred percent. Yeah, I completely agree. That could be like a good tagline for like the chief what the chief amazement officer would say about books, wouldn't he? What what does that mean in practice, like the chief amazement officer? What like w why why do you make that different to a Sure, sure. speaker-1: Well, if if you take a l the CAO, if you take a look at most of the well, every book I've written has the idea of being amazing in the book. And the titles, The Amazement Revolution, Be Amazing or Go Home, Amaze Every Customer Every Time. All of these create an amazing experience. It gets customers to come back again and again. That the in my last book titled I'll Be Back. It's it's in the book. And one day there was an author, Pine and Gilmore, Joe Pine and Jim Gilmore wrote the book. My favorite book of all business books is the experience economy. These guys wrote this book, I don't know, 20, 25 years ago. And in the book, I I was just always loving it. I met both of them and I'm friendly with both of them, but Jim Gilmore and I spent a lot of time workshopping both of our books and our content together. And he said to me, you know, everybody has a word. Our word is experience. I mean, we're the experience economy. That's what we're known for. And I said, okay. He goes, Do you your word? I don't know, moments of magic. He goes, no, no, you talk about moments of magic, you talk about moments of misery. Your word's amazing. Everything you do is about being amazing. And if you define the right way, amazing fits everywhere. And I go, amazing, amazing. I'm going to be the chief amazement officer. And so our mantra at our company is always be amazing. Every email that I've sent to you at the end, it says, always be amazing. And what we want to do is three words. We want to be amazing for our clients. We want to teach our clients to be amazing. That's what I do, customer service and experience work. And we want to create the amazing experience internally that makes people love us and want to come back to work the next day. So always be amazing just fits. And that's how I came up with the amazing idea, the amazing title. Everything about it is amazing. speaker-0: Yeah. 'Cause every year you produce this the state state the state of the customer experience reports, which kind of goes alongside your books. Like tell me about those 'cause you you said to me that that's in some ways they're more important than your books. speaker-1: It is more important. I'll tell you why. And it's a lot of work. It is every bit as long to write. And this is only a thirty-six page report with eight and a half by eleven, big letters, lots of pictures. It takes me as long to write this as it does a book. I spent about six weeks working hours and hours on weekends to get this done every year. But here's the difference. I used to quote lots of Different companies and their reports. You know, the Salesforce state of the customer report is says that 35% of customers do this. And I go, why am I quoting someone else's work? I'm supposed to be the expert around the world. So I reverse engineered all these questions that I thought were really good. And by the way, a lot of companies who do these types of reports, they're the same questions. And same and they come up with the same findings, which actually validates that it's probably a good statistic and and it it's really something worth paying attention to. So I reverse engineered what I thought the questions would be. I hired my first year, I hired Qualtrics, who's recognized as one of the good companies in surveying. I and they're, I guess what do they call them? Well, they're PhDs in surveys and analytics and data. And they helped me make sure my questions were not biased, because I can make the statistic go any way I want if I write the question the right way. But I want real data. So I put all this into a report and this is what happens. When I write a book, I get posts around the world by different people who wrote the book and they hold up the book. They take pictures of the book. But when I write this report, this research stats and findings with the link back to my website show up every day all over the world. People using it, they're putting it in their annual, you know, public companies put it in their annual report. How many of us have been fortunate enough to have one of our books represented in a major company's annual report? Yeah. It doesn't happen. But my findings do. And so it's just it's huge credibility. And people don't expect to be sent like a book is if you send somebody a PDF of a 200 page book, they're gonna look at it and say, Thank you very much. You send somebody a PDF of a 32-page report and they're gonna go and they're gonna start thumbing through it. And I also tell them, look in the report and you'll see the different headings. And you if something stands out, let me know because I'll put that in my speech for you. So you could say the same thing about a chapter in a book. If there's a chapter that you really like or an idea that you really like out of the book, let me know and I'll put that in the speech for you. speaker-0: Yeah. That's the I mean that is amazing. Right a free backlink service, isn't it? speaker-1: Right. And that's how you number one, let the client know you've got a really good book. Hopefully they'll read the book and then they'll tell you this because now they're they're thinking, well, I gotta find something in there that he would use in a speech and I'm getting closer to be the guy they're gonna book on the speech. By the way, one other idea. If you are being considered for a speech and you have control over buying books at a reasonable price, who else is involved? With the decision that you're gonna make as a speaker. You could be talking to the VP of marketing or the president of the company, they can say, We've got a team of three or four people. I've got my VP of marketing, my my sales guy, myself. Go, why don't I do this? I'm gonna pop three books in the mail to you today. And all three of them get it. By the way, once they book me to do this speech, just send them a half a dozen books, say, hey, use this to give out to some of the people in the audience. Let me tell you what that that's like planting a seed. And if you water it the right way, it grows. And that means you just made a you know, two hundred book sale, three hundred, five hundred, however many people are in the audience. speaker-0: Definitely. And just before we finish, I just wanted to so just if you could give one piece of advice to people who are looking to try and get more speaking work off the back of a book, like what would the main piece of advice you'd give them? speaker-1: Well, I kind of feel like we've done that, but I want you to think about this. The job isn't doing the speech, it's getting the speech. And that means you're actively engaged in marketing techniques. And if you're going to use your book, which I which I think we all want to do, we want that book to get us credibility, to get us booked on stages, if that's the reason. Or we want that book to get to a customer that chooses us as a like I have a friend of mine. And he wrote a book on the mortgage industry because he is a mortgage company. He wants to give this book out to establish the credit credibility to get to them. So I would say use the book the right way. Take that book, chunk it up into little pieces of content, and on a weekly basis, post a short article. It could be, it could be a 150, 200 page article. If you can't go through a chapter in your book and pull out three or four really good points, the chapter is probably not worth. Reading. And therefore, you're probably not worth getting booked or doing business with. So find those points, write them, post them online, put them on your LinkedIn. We, you know, by the way, LinkedIn newsletter, great way of doing it. So get get the subscribers, post it on your blog, on your website, send it to a mailing list, repurpose this. And then if you feel like like what I do is I take that exact blog that I wrote or that article, put it into a teleprompter, I read it. I have I put a pretty front and a back to it and my and we post it on YouTube and several other pla places, Instagram, TikTok, whatever. My goal is to be exposed everywhere. And you can take one piece of content, your book, and you can repurpose that into a year's worth of incredible social media content. So that's how I would use the book. That's that's where I stand today. speaker-0: Clip that last bit and that's gonna be my repurposed content for this. That was amazing. If people wanna get in touch with you, find your books, like follow you around the internet, so how'd they do that? speaker-1: Well, at this point, all you have to do is put my name in and it's gonna happen and the good news is there's not many Shep Hykans out there. I know I'm gonna bet there's a few Teddy Smiths out there. Yeah. So you won't get confused. You can go to Hiken.com, which has irritated all the other people who have the last name of Hiken, because back in the eighties when they were dishing out domains, I grabbed Hiken.com. So go there, go on Amazon, you know, go to my YouTube channel, which is Shep TV.com. It'll take you there. And you'll see I have so you've got I mean, this is so important for everybody. You're gonna write these articles, you're gonna post them. They're on you need to be optimized to be found. The number two search engine. Well, I things are changing. Google was number one, YouTube was number two, and YouTube was owned by Google. Still be there, but also the AI optimization that you have. It's all because you're writing content that's important to what people are asking about. So Yeah. No. speaker-0: I think I think I think I think that's that's covered everything. I think that was amazing. I I tried to get smith dot com but it was taken, so you do bother. speaker-1: Voy, yeah. speaker-0: Yeah, well thank you so much Shep for coming on. looking forward to seeing your new books come out and yeah, thank you for coming on. speaker-1: All right, great to be here. Thank you.