The Draw Shop

How to Repurpose Long-Form Content Into Evergreen Social Media Gold with Kate Bradley Chernis, with Summer Felix-Mulder of The Draw Shop Podcast - Featuring the Lately CEO

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Speaker 1: (00:02)

Welcome to Video Marketing Secrets, Simple Strategies for Outrageous ROI Podcast by the Draw Shop. Here you'll learn the most creative and cutting edge video marketing strategies to help you attract, nurture, and convert your ideal customers throughout your entire sales funnel. I'm your host, Summer Felix Mold. Please join me for this newest episode.

Speaker 1: (00:36)

Hello. Hello. Welcome to another Video Marketing Secrets podcast. Okay. So sometimes you meet someone and you're like, Oh my gosh, we're instant besties. And that's how I felt with our guest today, Kate Bradley Sureness. She is from or lately ai. Um, I don't know if you know of this company, I'm guessing you would. Um, it's, it's growing really quickly. I've known of it for a while. I follow all the blogs, I get the emails, and I geek out because there's so much good stuff in, in this content. But let me tell you quickly, um, about Kate and what lately is if you don't know about it. And then of course, in the interview we're gonna talk all about it. Um, she is the co-founder and CEO of Lately ai, which is basically an AI that learns which words are going to get you the most engagement.

Speaker 1: (01:30)

And it will take that from your video. It will take that from audio, it will take that from text that you have, like for a blog post. And then it takes that and turns it into dozens of social posts. So it's, it's a content generator and it will basically ize any kind of interview or webinar. Um, say you were on a conference panel, um, a podcast like, we are gonna take this podcast and we're gonna turn it into dozens of social posts. It can literally be anything. It could be a newsletter, it could be an email, uh, just anything. It will take it all and turn it into really great posts, but not just anything. It like learns your voice, it learns your tonality. It learns who you are as a brand or maybe an influencer, and it then takes that content and turns it into these magical social posts.

Speaker 1: (02:25)

So we're gonna talk about that and how you can best utilize this. Um, but she's, she's had, um, some really, really great experience that pertains to all of this. She was previously the founder and lead strategist at Outland Media, which was a full service branding and marketing agency. She was also the advisor of Wealth Voice, actually, I think she still is. Um, and she is, let's see. Oh, this is the coolest part. She'll talk about this too, but she was previously a former rock and roll dj, and when you, you like, hear this interview, you're gonna be like, Oh, yeah, I can totally see it. I can totally see why she served 20 million listeners as music director and OnAir host at Sirius xm. Yes, she is an award-winning radio producer, engineer and voice talent with 25 years of national broadcast communications, brand building sales and marketing expertise.

Speaker 1: (03:19)

Um, she's been a guest speaker on hundreds of sales marketing entrepreneurial podcasts. Um, she's led presentations for Walmart. We talk about that. Ericsson and National Disability Institute, the irs, United Way Worldwide. I mean, I'm could go on and on and on. Um, Content Marketing Institute, HubSpot, Hootsuite, Harvard, like, literally goes on and on. So she's, um, she's just a badass female entrepreneur, and I love badass entrepreneurs like her. Um, she's, she's just awesome. And you'll see that in the interview. So I should stop talking now so that we can just dive right into it. Kate, welcome to the show. I'm so excited. Um, we were just having a really fun chat just before

Speaker 2: (04:08)


Speaker 1: (04:09)

I feel like, I feel like you've been my best friend

Speaker 2: (04:10)

Now. I tell them what I said for years

Speaker 1: (04:12)

. Um, I'm so excited for this because I been following you for a while. I can't remember who first introduced me to you. It was somebody who was a social media manager of ours, and she was like, Oh, you gotta follow this. And then I've gotten your, like, blogs and emails and everything, and I'm like, Oh my gosh, this is such a great takeaway. Oh my gosh. You have like all the tips, tricks. It's, it's incredible. But

Speaker 2: (04:35)

So nice.

Speaker 1: (04:36)

Tell, you know, before I just keep talking, , tell us a little bit about like who you are, how you got into like, creating this and like, what was, what was the driving force? What was the reason for it?

Speaker 2: (04:51)

Yeah, so, uh, who am I? So I, I , I'm a recovering rock and roll dj. That's how my friend Lisa the refers to it. But my last gig was broadcasting to 20 million listeners a day summer for XM Satellite Radio.

Speaker 1: (05:06)

Yeah. So

Speaker 2: (05:08)

Cool. Yeah, it was cool. I mean the, it was great. Um, it was also, I mean, I, the sexual harassment was through the roof, as you might imagine. Oh gosh. Yeah. But I survived it. And um, and I got a husband out of it too, so winning. Right.

Speaker 1: (05:23)

Oh, it was so cool.

Speaker 2: (05:25)

Yeah. Yeah. He, his band was our favorite record of the year. And cuz you know, job hazard, I, of course I dated musicians. I mean, come on. Right. It's part of the pers Yeah. . And, uh, they were all. But I found one, the one really good one never dated lead singer people. I mean, they were just asking for trouble. .

Speaker 1: (05:41)

Oh, that's always scared me. That was always like a nope, not even going there.

Speaker 2: (05:45)

. Oh no. Like, cuz they all have serious daddy problems usually, um, on the guy side anyways, or Yeah. And they're narcissist and like, you know, I need to be the hottest person in the room, not you. Like, I don't need to be with my own person, you know? Yeah, yeah, exactly. Um, truth be told. So, um, what was cool about radio, which relates to, um, lately is that we were, my super uber skill Summer is turning listeners into fans or customers into evangelists. Right? It's the same idea. And what, you know, you do so well here is when you are hosting, um, a video or a podcast, or even if you're the author of a blog or a book, for example, when you're in the, the cap seat in that way, you are excellent when you make the listener, watcher, viewer feel as though they're part of the conversation mm-hmm.

Speaker 2: (06:39)

and that it's a two way street. Right? Absolutely. That's how you do it. Now, there's little tricks and tips around that, which we can dive into, but I learned how to do that so well both in writing and in radio and actually now in video, a lot of video as well that I turn it into essentially what our AI is driven by. Right? So the artificial intelligence is really trying to help you do what I do and get the results I get. So let's talk about results for one sec. So yeah, I have a 98% sales conversion, 98%, that's like unheard of . That's great. Um, and it's because of this, right? I know about the long tail because of radio. I know that, that the trickle out drip feed method of marketing as opposed to the now, now, now has exponential more benefits out over time, right?

Speaker 2: (07:40)

That mindset shift of thinking of all content as evergreen and then thinking of all content as repurposeable till the end of time. Mm-hmm. gives you gold, right? Endless gold. And by all content, by the way, I mean, not only the content you own, the content you create, but the content you find and the content you earn, right? And so earned media, I think is something people dismiss. Yes. They don't know what to do with that. And by which we mean to clarify for anyone who doesn't know Earned Media is this, you are interviewing me , and I don't, I'm not creating this, but I'm, I'm a co-creator with you essentially, right? But it's, this is yours. Um, or if you wrote a press release about me or if someone interviewed me a blog that's all earned media. And so one of the things I thought about with lately was, you know, obviously as a marketing person, I I, to answer your question, I also owned a marketing agency and I got Walmart 130% ROI year over year for three years. Right? So I know, Yeah. The deals . And I was thinking, well gosh, being a startup owner, you know, you're, you're building your own plan as you fly it and you're losing your mind all the time. And I don't have the time to even create my own show or write my own blogs or any content on my own. But doing this, I don't have to prepare for this. This is a half an hour of my time. I'm gonna make a friend Hi. Yeah. Hi

Speaker 2: (09:11)

. And then I'm gonna ask you for the file. And then I'm gonna run my, the file through my own ai I'm gonna get 40 social posts out of it. The AI knows very specifically what to clip up here into social posts because it has a training model that's made, especially for me and my target audience. And it's designed to know what will get us the most engagement, the clicks and likes and chairs. And we will drive all the traffic back to you. So I don't care if you have two listeners for 20 million, cuz the content is what I want from it, right? So I don't, I don't really have to do any work for this outfit, you know? Yeah. Um, so yeah, so that's like essentially the jail.

Speaker 1: (09:56)

Most people are like, they're told to take, and I talk about this a lot too, is to take that one piece of content, whether it's a blog or something, and turn it into, you know, all these different things. Cuz there is, there's gold and like if you have five tips, each tip is a piece of content. You know, each tip is, is a video, is something like this interview, um, you see people doing it on YouTube too. They have like a long form video, they turn it into a 15 minute video, then they have the one minute, you know, shorts. And it's, it's really incredible cuz people digest all of that and it answers, it answers what they're looking for. And it does, you only had to write that one piece. However, there's still work in what I love what you do. There's still work in making the other pieces of content out of that one piece of content that takes time if you're doing it yourself.

Speaker 2: (10:46)

Yeah, it does. And there, there's a blocker there. I mean, even for me personally, right? So Lynn and I can clarify this method for everybody. So even if you're rewriting content that you've already written, that's the work you're talking about. There's your fear of the blank page. Jesus, help me now. Right? Yeah. Everybody has that feeling. But instead, so here, mindset shift, if you think about like a blog is easy cuz even a video gets transcribed and turns into a blog. So it's easier for me to talk about text and then back out, back out of the text. But the blog, instead of talking about the headline of the blog interview with Kate Bradley Turners from lately, who cares, who knows who I am, no one's gonna read that. Well, you're so nice. I love you. Here's the 20 bucks I paid you to say that , but instead like, um, how to get an how how any business can get a 98% sales conversion.

Speaker 2: (11:35)

Now there's a title, for example. Yes. But a lot of people don't have that skill even to like figure out how to spin something for the engagement. But if you, generally speaking now, unless you're a writer, sorry, if that's the case, you're not gonna be able to win here. Um, the sentences themselves within generally speaking with one or two word massage can act as a teaser when you add a short link to the end of it, of the full blog, for example, of what's to come mm-hmm. very quickly. And by, by which I mean sometimes you can just add like a hashtag that gives you enough context. So that should they click the link, they know what else is coming. Some kind of answer or resolution to the teasey part of that sentence that you lifted out, you know? Yeah. And so, like for me, with, with a typical blog, it would take me an hour to get this, I'm doing this by hand for Walmart to get 40 social posts out of it.

Speaker 2: (12:38)

Okay. Yeah. An hour. It's not a lot of time. Now the, the, the AI part that comes in is like, well, how do you know which sentences are the ones, Right? That's the ca frame, you know, um, in the case of video, it'll clip up the video as well. And that's obviously the super hard part. Like, nobody wants to run through the video and then do all the clipping. That's Yeah. Yeah. Um, so, but that, that mindset shift I think is so important. Summer, right? It's not only, as you pointed out, just repurposing and thinking that way, but then thinking of the, I call it post mo, right? So the posts mo versus the promo. Okay. Thinking about why would I want 40 social posts? Well, , there's a couple reasons. Number one, people are dumb. They need to be hit on the head. We would play you the same song in radio 300 times a week, hoping you would hear it once.

Speaker 2: (13:32)

Yeah. Right? The old marketing adage was seven times you had to hear about something before it would sink into your brain, and now it's 12 or 14. Okay. Wow. Yeah. It's a lot. So like, you need that quantity number one. Well, because there's so much out there too. There's that, there's your, that's the second point. You gotta cut through the noise, right? So that's the AI's job to know how to do that for you. Right. And then when you drip feed something, so let's say if you give me, if I give you, gimme this file, I cut it up, I run it through the ai, it cuts off all things blah, blah, blah. And we get 40 social posts. If I broadcast those all next week for you on Twitter and tag you in every one, you're just gonna be like, Bradley, you're spamming me goodbye.

Speaker 2: (14:14)

But if I do once every two weeks Yeah. You're like a goldfish. I forgot that she already did that two weeks ago. I'm just gonna retweet it again. You know? Yeah. Yep. That's the power of the earned media by the way, too. Like the power of earned media that own doesn't have is there's always an other, there's always other that will amplify the message with you. And sometimes it's two people, it's both the host and the company. Mm-hmm. , right? Yeah. Like the, the author. Like if you're gonna promote someone else's, a blog that someone wrote about you, it's nice to tag HubSpot, but like the head of digital at HubSpot doesn't know who I am, but the author who interviewed me, who works at HubSpot, she knows who I am. Right. So tag up,

Speaker 1: (14:54)

Right? Yeah, exactly. So good. So let's kinda, let's talk about, about video and like how this, what kind of magic can we do in terms of video? Let's just take this, we're we, we're recording this right now on video. Yes. We're gonna have, we're gonna have a transcript and all that kind of stuff. There's a blog, there's, there's all that good stuff. But in terms of video, how, what can we do with that to get the same magic, you know, the posts and everything? Is it video clips? Like what, how does that look like?

Speaker 2: (15:29)

It's same idea. Exactly. So when you, I'll walk you guys through the process and, and I don't wanna be a commercial here summer, so people, you can do this manually, but you're not gonna get an 90% sales commercial

Speaker 1: (15:41)

Speaker 2: (15:43)


Speaker 1: (15:43)


Speaker 2: (15:45)

So you, you take a video first, you transcribe it, you can use lately we'll do that automatically or script or you know, somebody you had Upwork for you obviously. And you do wanna have the transcript as the base. And you, you wanna read through it and find the one liners that you or I say today that are quotables, Okay? Mm-hmm. then lately does that automatically. So that's what it's doing. It's reading through it, it is then applying the quotables to the video itself. And it's looking for the exact spot where you said something that some this, something in the video that's like five to 12 seconds long, whatever it is. And it clips up the video with the quote, it turns the quote into the social post and it has the, the meme of the ten second video, you know, rolling through the link back to the full version of the video or whatever.

Speaker 2: (16:35)

You can drive the link to wherever you want, Right? So you'll get, you know, with a half an hour video, you could get a hundred posts honestly, pretty quickly from lately. Um, what it's doing pre that, and this is the interesting part as well, is, um, it, you connect your, you connect your social media channels to lately. So Facebook, LinkedIn, Twitter, Instagram, whatever. Yeah. And it's studying everything you've ever published in the last year. And it's looking at the messaging that got you the highest engagement. And it breaks it down by, even though there's video, even if you have video, it's looking at the words that you use to talk about the video, right? Cause in the end, that's where, that's how the algorithms pull, push stuff up, right? So we're,

Speaker 1: (17:22)

If we're talking like, the title of this episode, let's just say, is how to get a 98% close rate,

Speaker 2: (17:28)


Speaker 1: (17:29)

It's going to then look out for all the times that we're talking about that

Speaker 2: (17:34)

It's, it's studying actually. It looks at everything. You, you write, everything you publish on Twitter, let's say, okay, let's say you may access Twitter. I'm studying your analytics. I look back for a year, all the highest engage engaging posts, it breaks them down by word, keyword, idea, even sentence structure. So the actual social post itself that you wrote. Yeah. Now it has a unique writing model for you. Some specifically it's your voice, no one else's voice. And inside, lately, once you generate content, once you ingest a video, generate and get all the post, you must then edit them cuz it doesn't know you yet. Right? It has some idea here, but it's, it's, it's a, it's young child. It's trying to get to understand you perfectly. Yeah. So you have to do some editing to train the AI model. The faster you train it, the smarter and smarter it gets.

Speaker 2: (18:22)

The more you ingest, the smarter it gets. Right? And it'll surface even, um, it'll start to serve as word clouds for you, for example. Okay. Where you can be like, Oh wow, looks like the idea of, um, sales conversion is trending very high for us. Whereas the ideas around, um, you know, video 1 0 1 is not doing that well. So the next interview I do , right? I'm gonna ask a lot more about sales conversion, for example. Right? So like, one of the things we, we uncovered for our customers, which is so interesting from these word clouds, is it'll, it'll surface them for hashtags too. And, um, it, it learned that when you use hashtags in the traditional way as indexers, your messages sync. But if you instead use hashtags as a way to, in one or two words, augment the message as a whole kind of a dun dun, right?

Speaker 2: (19:20)

Mm-hmm. , that's when you see much higher engagement. And the reason is because typically those words are very human. I'll give you an example. My highest performing hashtag is hashtag peeing my pants . Cause that's what Gary Vaynerchuck said. And or I said, when Gary Vaynerchuck talked about us, right? Um, Gary didn't tell me he was peeing his pants. Um, . But you can see the idea, right? Like, cuz that's a very human sounding thing. And people, as you know, respond to humans. So yes. With video, what a hot, a hot tip by the way is whether you're the host or the guest, you wanna think in one-liners, right? You, you learn to be a good host or guest by asking questions and speaking in a way that doesn't have a lot of ISS in it. Mm-hmm. , you know, I'm doing it right now. I just said, you know, I shouldn't do that. Um, or Right. Like all the crutches,

Speaker 1: (20:22)

Right, right, right,

Speaker 2: (20:23)

Right. , we, we all do it. It's hard, it's hard. Um, but then giving silence as well too, and this is a radio trick, right? Silence is incredibly powerful. Cuz what happens when you're silent,

Speaker 1: (20:35)

There's a break, there's pause to think.

Speaker 2: (20:40)

Yeah. And it's usually uncomfortable. People lean it, you know what's happening better pay attention.

Speaker 2: (20:45)

Yeah. Um, and the AI picks up on that. It, it understands, it starts to understand, um, like tone of voice, you know. Um, so I think like when it comes to video and AI specifically, you know, people want to know if lately is a video tool, editing tool. And it's not like it does clip things up for you and you can use a slider and grab longer pieces or shorter people pieces. Um, but that's really all, you know, we're not, that's not our wheelhouse. Right. But it also, even though it's video, it all comes down to text summer. And I think that videographers video specialists, I don't know what we wanna call each other. If you forget that , you're, you're gonna, you're gonna lose out. Right? There's always text at the basis of what we're creating.

Speaker 1: (21:45)

I think the really cool thing about video, whether it's just having a thought and pulling out your camera and just talking, We, we can transcribe anything and it's content and it's an easy way to get content out without, you know, some people struggle with the typing and I don't have the time and I'm trying to make it perfect, but a quick conversation, I do this with entrepreneurial friends, You start talking, you're like, Hold on, we gotta record this. Yeah,

Speaker 2: (22:14)


Speaker 1: (22:14)

, and we just start recording the conversation because there's gold in that conversation and you don't wanna forget those thoughts, but you don't wanna type it all out. Just those conversations spur off all these ideas you transcribe just that, like, literally just a conversation. And it's, wow, this is, there's so much, so much in there. And I'm, so I was gonna ask you about Gary Vaynerchuck just because ,

Speaker 1: (22:37)

Anyone who follows Gary Vaynerchuck, I mean, the thing he always says is content, content, content. And really like, the more content you create, the more earned media you have. And most businesses, I would say probably do their best at getting new business through paid media because they can just pay for the traffic. And if they're creating the right type of, you know, ads media, they'll get more clients, they'll get more customers. But there's huge, huge value in the quality of the type of customers, clients', leads that you're gonna get when it comes from earned media. And that's like, you know, I have, I have a YouTube channel and I'm putting out something every single day. Like you said, it could be two followers to, to start. But the more content you put out and the more consistent you are, the more people are paying attention and they see you in their feed, Right. Because of the hashtag whatever it is that they're searching for mm-hmm. , whatever the title is, like sales conversions or whatever it is. And you happen to pop up and then you keep popping up and then it's like 12 times now. Not seven, but 12 to

Speaker 2: (23:45)

14. Yeah, exactly. . And it's like,

Speaker 1: (23:48)

You want me to follow this person now and then just keep building, Right. Because they're, so anyways, I was just gonna say that, that that was, I'm

Speaker 2: (23:57)

It's true what I mean, so, so paid versus organic I think is the conversation, which I would love to just touch on a little more Yes. That you brought up. Yes. Um, so we, until very recently, we've only done organic, nothing else. And we've only done what I just described. Yeah. That's it. We don't do any cold calls or cold emails, like all that stuff. And we are, I bet on this for a long time, because I know what you just said, the, the quality of the customer that I will get doing organic, I'm making a fan. Right? So here's the proof in the pudding. Not a day has passed in four years where someone has not shouted out something positive about us on social media spontaneously. Okay? Now we use it, right? So every time someone says anything about us, I, we pull out the link, we pop it in, our sharing is caring slack channel, and my entire team has to go comment and like it, like it and boost, boost the views, right?

Speaker 2: (24:53)

Um, we do that with our own content. Anything that I write, boom, sharing and caring, boost it. We do it with our customers, both the customers we have and the customers we want. Right? So this is hard. This requires human behavior, human actions. But when you're, I mean, when you have, when you hire people who are social beasts, it's nature for them, you know, it's like not, they're not even thinking about it. Right? Um, but we also use our organic to, to inform our paid, right? So why just shoot Wink in the dark, I mean, and waste money when now I know it works. I have in black and white in those word clouds, the exact words to use. I know what words to use in paid. Yeah. Right? Um, so it's definitely a bet. I mean, I think that's the biggest mistake that every entrepreneur, almost every entrepreneur I've ever met makes is that they, they think if you build it, they will come.

Speaker 2: (25:50)

They will not come number one, they will not. And they always start marketing long after they've built the product. So then there's this huge waiting period, and then there's a lot of money wasted and, and guessing. Whereas if right away you start to build that audience, they're there for you when you need them, Number one, Right? When it's time to market the product you've been working on creating, finally you have it. Um, but then they become your champions. Like they're, when you're building fans, you got, you have a whole free megaphone, multiple thousands, hundreds of thousands of other megaphones for you. Cuz I'm only this big, I I have to have it. It's not just avil, you know, this summer. It's not just a village, it's like, it's a global Yep. . Oh yeah. Especially if you're a woman .

Speaker 1: (26:40)

Exactly. Yeah,

Speaker 2: (26:41)

It does. Yeah. ,

Speaker 1: (26:44)

How, Okay, so you, you've always been organic then.

Speaker 2: (26:49)


Speaker 1: (26:49)

You've, Okay, that's, which is so cool. How have, what are the things that you did in terms of marketing? And of course, you know, this is, we talk about video here, video marketing. What are the things that you have done that has allowed you to reach the, you know, the evangelists, the fans that you have?

Speaker 2: (27:13)

So, doing a lot of these, right? I mean, what's, people always wanna know, Well, how do I get earned be? Yeah. How do I get interviews? The answer is you ask number one, if you are a woman, is a lot easier than being a man because everybody wants a female guest. And a female guest who's in artificial intelligence is a little bit easier. You know, they think it's such an anomaly. Little it is. Yeah. You know, little do they know I don't I mean, that's my cto, right? I know enough to talk about it, Of course. Um, but you know, I've created a system there. So my whole team asks for me, we're all on social all the time. So we can always see people who are podcasters, and whether it's Katie, Jordan or Chris bro. Like, if they're in a conversation and they see that's your Jan, they'll be like, Oh, you know, my CEO would be a great guest for you.

Speaker 2: (27:59)

Here's who she is. So they're, they're teamy up a lot, right? Where this is that again, we're building fans not only with our customers, but with our team. My employees, you know, I almost never called 'em employees. They're my team. I can't, I cannot do this without them. And so I think about how can I empower them to also be an evangelist, especially since I pay them terribly cuz I'm a startup, right? , what does that look like? Um, thinking about, you know, using more video, um, like I'm very curious the direction that video will go. Like how could it do more and more becoming a two-way street, right? I feel like the one way street is just so done. It's burned, it's flat, it's really flat. Um, like what if, if TV can cotton on and, and binge and give us, you know, 10 shows at once to binge, right? Mm-hmm. or even three shows at once. Like what, what is the form of social media video that's gonna flip like that? I think about conferences a lot Summer as well in this arena. Like the fact that they're using video so poorly and they're not even, they're, they're so focused on the, in the moment as opposed to now you have all this content, you had two, two or three days worth of video at least. Why aren't you using every nugget of that to promote next year's event?

Speaker 1: (29:31)

They do like one highlight reel, usually Jesus. It's just like, here's what happened. And it's like, there were just like 800 golden nuggets in that one keynote, right? Like, you can keep Yes. Yeah, I totally agree. I always wonder that

Speaker 2: (29:44)

They're, they're shareables. Like this is the thing, right? So, so here's the, and sorry to talk about you here. Here's the whole thing about social. There's only two objectives. Click or share. That's it. Right? So if you break everything down by those objectives, objectives, the share is the one as the small business that you can get all day. If you're looking for quotables, it's about ego. Make me look good by sharing your content because when I share your content, I get credit for it just by default. Mm-hmm. , like when someone in college brought you, you know, the new record from, I don't, can't even think of somebody cool right now. Um, but anyways, , all I can think of is Coldplay and they're not cool at all. I was gonna

Speaker 1: (30:28)

Say sublime, but

Speaker 2: (30:29)

Whatever sublime is is my cooler. Um, Coldplay was cool for that one, the

Speaker 1: (30:34)

Beginning. Yes, that's right. That's right. I went to that concert too.

Speaker 2: (30:36)

Me too. Where'd you go? Where were you in, in Boston? It

Speaker 1: (30:39)

Was, No, I was in, it was in Vegas.

Speaker 2: (30:43)

Oh, awesome. That sounds super fun. Yeah. Yeah. Before Gwyneth Ys, I, Yeah, Yikes. Um, and before the whole keyboard thing took over guitars. That's a shame. Sorry world. But anyways, so, uh, you would, and, and then if you're sharing the sublime record with your friends, you're the cool taste maker, right? This is the idea we're trying to click on. Now here's a secret with, with how to content. So how to video that gets clicks. And the reason why is because there's a tricky secret built into how to, which is it is a question that must be resolved. Yeah. And the question is how to here, here's how. Right. That's the answer. Sorry. That, that's built in. And you can only get the answer if you click it

Speaker 1: (31:29)

How to get a 98%

Speaker 2: (31:31)

. There you go. That's it. Right? Like that's how,

Speaker 1: (31:34)

Who's not gonna click on that

Speaker 2: (31:36)

Thin? Yeah. I mean it's, this is the funniest thing that I, I'll I'll do, um, I do these writing workshops where we, and I'll share a tip with you guys in a second, but I, I try to break down really actionable tips that you can like do in the second. So if people always text me afterwards or DM me my own stuff to me, which is hilarious. Um, and people, inevitably someone will ask will, like, I mean, how do I get my company to do this? And I was like, Well, I think you first. But I start, start to ask them, do, do you have a 98% sales conversion? Because if they don't , I mean, what more do you need? Right? Um, so I'll give you a quick, a quick one of those tips that I love, which is, um, women generally speaking, not, not, not exclusively, but we tend to undermine or undercut our own authority somewhere, um, in writing, whether it's text, email, slack, social doesn't really matter. And there's a list of weak words that I like to 86 for my life. Um, which are think so you don't think, you know, I just wanted to say just, you know, probably maybe, Right? All that. So if you start to look at what you write, just think of those words and eyeball 'em, you'll very quickly see that when you pull them out, you start to make statements instead of guesses.

Speaker 1: (33:04)

Yeah. Right? Otherwise it's very non-committal. If you don't agree with me, then you can't get mad at me. Cause I didn't quite mean it because I said just, or maybe or think I to a hundred percent

Speaker 2: (33:16)

You can use all those words in customer service, by the way. Like customer service, GOs, , cuz we're apologizing all the time in customer service. Mm-hmm. . Yeah. Yeah. Um,

Speaker 1: (33:26)

That's so important in um, just in sales in, in general because people are looking to you as that leader in a sense. If they're coming to you for a solution to their problem, then they're expecting that leadership, I know what I'm talking about and here's what we're gonna do to help you. So I think that

Speaker 2: (33:47)


Speaker 1: (33:49)

Feels very unsure. Like, okay, cool, you put them in that I'm gonna shop around then.

Speaker 2: (33:54)

Yeah. Um, one of my um, peers, one of my entrepreneur peers, Mark recently said to me a great thing to remember. The more you explain yourself, the less confident you sound. Wow.

Speaker 1: (34:13)

Okay. This is totally, it's gonna sound off track, but I think it's still on track. I rarely, I don't watch a ton of TV cuz I just, just don't have a ton of time but happen to be watching. You know, sometimes you randomly all of a sudden you, you're somewhere you get caught watching something and I'm watching a reality show and it, it's like, um, married at first sight, like one of those like, Hey, you just met your, and it's like in the middle of the series and you see these couples fighting. And I thought, you know, people should really, if they just watch themselves, that's what happens so much in those conversations is the, the justifying, the explaining, the explaining. And I'm like, the more that you are explaining and defending yourself, the less the farther apart you guys are getting and you're trying to stay connected. And it's like the person who's quiet and just listening has so much more power in that interaction because there isn't like all this resistance and it's like all that explaining and there's so much resistance.

Speaker 2: (35:14)


Speaker 1: (35:15)

True. And it just made me think of like these, you know,

Speaker 2: (35:18)

So you just passed on a gold nugget by the way, by the way there, which was to watch yourself, right? Mm-hmm. . So that's, we're a big fan of dog food around here. And when you watch videos that you create or that you're a guest on, you know, you cringe of course cuz you learn, right? Mm-hmm. and I used to air check myself almost every day. Every, which means, you know, you at the time you stuck a tape deck in and it would record just the parts where you turned on the mic and started speaking. Then you could listen to the whole thing afterwards. And I was obsessed about it because I wanted to be the best. Um, and I have like, like at lately, our, our trial by fire, like any, any person who comes to work here, the first thing they have to do, no matter what their role is, is to give a demo of the product and to learn how to give a basic demo. And so that requires a lot of video recording and, and video sharing and, and watching and watching, watching. And you're just like dying of embarrassment cuz you know what you say, how you look, all the things, but it's an incredible tool and it's free

Speaker 1: (36:22)

. It is. That's a requirement of becoming better for my team, especially in, in sales conversations.

Speaker 2: (36:29)

Oh yeah.

Speaker 1: (36:29)

That's where you're gonna learn the most. Like, it's, it's painful, but you will, if you wanna make a change, then that's, that's how it happens.

Speaker 2: (36:38)

Yeah. Um, one of my, one of my, sorry, I've got some here, but one of my sales pro, um, service providers, service providers, healthcare providers, I have a lot of people at helping . He does a lot of video work and his training, and he was telling me that there are three kinds of customers, and I'm gonna forget all three. I'm only remembering the one that I am, which is called the Skeptic. And he's like, uh, a skeptic wants to believe they wanna buy, but they're gonna ask you the, the skeptical questions and you can tell right away by how they sit or how they talk, how they sit and how they talk. And they're always twisted. So there's, I'm sitting at an angle, I'm leaning forward, twisting like, which I thought was so interesting. And now that I know that, like I've, I've totally applied it in in sales conversations, you know, like when you're coming at cause and they do wanna buy generally, like they're, they're interested but skeptical or open mind was the word. It's open minded. But, but

Speaker 1: (37:46)

Yeah. Yeah. It's interesting. I mean, if, if you're on a call with some, I mean, most likely they wanna buy, they want a solution, they wanna buy something that's gonna solve whatever that problem is. But yeah, it is interesting studying that. I've been studying that a lot too. You know, the different beliefs that people need to have. Some people, you know, might be a little bit more logical. Some people are emotional. You know who Yes, there's the skeptic. I know what you're talking about too, and I can't think of Yeah,

Speaker 2: (38:12)

Actually. So with the, the other words he gave me were, um, how people aren't learning. So there's the kinetic, the visual, and the audio. So like visual people will literally say, Oh, I see, I see , right? Yeah. Um, and audio people are like, um, they're more like, I understand or I, I, you know, I hear what you're saying. It's just right there. And then the kinetic people literally are like, they have more feeling kinds of emotion. They're saying, I, I feel this. I feel your pain

Speaker 1: (38:46)

There. It's mm-hmm. Exactly. Exactly.

Speaker 2: (38:48)

And so you can deliver the conversation based on that, which I thought was so, I mean these are the gifts that Zoom is giving us, aside from

Speaker 1: (38:55)

So true.

Speaker 2: (38:56)

The free makeup consultation that they give us with that slider button that I love so

Speaker 1: (39:00)

Much. Exactly.

Speaker 2: (39:01)


Speaker 1: (39:03)

You know what? I have so much gratitude for that .

Speaker 2: (39:06)

Oh, it's the best. I had to actually turn it down cause I was like, you know, this

Speaker 1: (39:09)

Is a little bit extreme.

Speaker 2: (39:10)

Yeah. It,

Speaker 1: (39:11)


Speaker 2: (39:13)


Speaker 1: (39:13)

Okay, I wanna go on, I wanna go on forever with you. I feel like there's fun things we could talk about, but I know we both, we both have some, some stuff right after this. Um, tell us where we can find more about you, uh, find out more about you about lately.

Speaker 2: (39:28)


Speaker 1: (39:29)

All the things. We're gonna have it all linked up in the show notes.

Speaker 2: (39:32)

Great. Um, so I'm lately ai ca on Twitter. Totally Send me a message that doesn't contain, just maybe think probably , um, lately is, lately ai, it's self-service. Our, our entry level product starts at $19 a month, so it's pretty easy just to kick the tires and say hi. And please let us know if you heard about me on summer, were really nice. It's no, no hard sale. You can always hang out with a human if you want to. Um, we're just really curious in, in how people are using video. And we've had, by the way, summer, um, like a company that owns the rights to almost every comedian's video in the country, in the, in the world actually. Wow. And they ran it through lately. We were doing a Drew Carry piece at the time, and, uh, lately clipped up all the best jokes. Right. So we're, we're curious like, what else could it be used for? We don't know. So we wanna meet you, you

Speaker 1: (40:25)

Know. Yes. . That's so cool. So now my wheels are gonna be turning, I'm totally gonna be emailing you with ideas. Yes.

Speaker 2: (40:33)

Who knows? So, um, AI is powerful, but for us it's always tied to a human. So don't be scared.

Speaker 1: (40:39)

Yeah, of course it has, It has to be, It can't be created without the original human intelligence. So yeah. Thank you so, so much. This was so much fun. Um, I'm so thrilled to meet you. I was so excited when I, Yeah. When I saw you on my schedule, I was like, yes.

Speaker 2: (40:57)

I love you. Thank you.

Speaker 1: (40:58)

Thank you so much. We'll talk soon.

Speaker 3: (41:09)

The Video Marketing Secrets podcast is brought to you by The Draw Shop. To learn more about the Draw Shop and how we can help your business grow through the power of video, visit the draw Be sure to search for video marketing secrets on Apple Podcasts, Spotify, and Google Podcasts, or anywhere else you get your podcasts. And make sure to subscribe so you don't miss any future episodes. On behalf of the team here at the Draw Shop, thank you for listening.

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