Jen, my dear, my darling, the sun

is actually shining here in Chicago. We are deep enough into

spring summer. that, you know, there's a

song in my heart, and then I get to see your beautiful brain

and face. an eyebrows, which, you know, inside

joke, you don't get to know about listeners. But in the meantime, I get

to ask you for their benefit. What

do small business owners need to focus on this week?

Well, it's funny actually. I love that you even brought up the weather.

because I think when it finally warmed up after, like,

the death winter cold, and we're all like, oh my god. This sun's out.

It's time to go outside. That helps kind of tap into

that creativity. So what everybody needs to do is find your

child like creativity. Oh,

okay. Well, not something you normally hear from

ads folk. Like, oh, let's get creative. Normally, it's like, we must

obey our overlords the algorithm, and we must appease the

algorithm. And we must have the right numbers of characters and

the right carousel. And you're like, not, man. Get creative

anomaly that get childlike creative. Okay. talking about the

algorithm. I call them the traffic cops because --

That makes sense. You better will be. Right? but it's just I

mean, I don't care. Like, since the literally the beginning of the

Internet, whoever you wanna believe invented it -- Of course.

Of course, it was Algar. Mhmm. But yeah. I mean, honestly,

like, it always comes down to having unique,

good, content and

forever that has been defined as something as

an authority or something as your own personal expertise. like your

own personal opinion. Yes. So if you're just you

and you're good at what you do and you share that, like, that's what you

need. But we get I make it 2 into this, like, TTT

mode and, oh, I have to show what an amazing or tell what an amazing

person I am and all these things I know, and Just be

you and have fun. When you share that, people are attracted to

you. I love the idea of teachy, teachy. I know I dug

definitely fall into the trap of TTTG. Oh, god. Me too. I

feel like I my my 2 post categories are TTTG and

flayly flayly. I gotta meet you.

Rainy, rainy that in. Yeah. Philly,

freely is fine, but I feel like it's it's kind of these 2

very polar effects of them. Like, hey. Are

you having a bad day? That's okay. Your business

will be okay tomorrow. Just go send an email. And on the other half,

I'm like, these are the five piece of effective funnels.

Oh god. Like, it would just give you another one

where you're like, guess what? I'm having a bad fucking day. I'm like,

and I'm gonna talk about it. Right? That's that's the thing.

You know? Right. It's that non performative

transparency. Right? And -- Kinda like a podcast that I

happen to know. Maybe too legitimate. Wait a minute. What?

What? Well, I now it's meta.

Listeners spin the top like inception. Is it still spinning?

Mhmm. But no. I think that that's true because there

are so many areas of marketing. where

we're really pressured to be create like, to be creative

engines and to express and be authentic and to

be transparent. And then there's the ads world

where most of the narrative is like and then kill off that

part of your brain and run a Facebook ad. Perfect.

When when actually truth be told, especially on Facebook?

that ads that work the best are literally the ones where, like

like, you're doing a live and you've completely fucked it up in the middle and

you turn that into an ad, those work the best. That's

hilarious. And a little unfair. You know? Like

-- I know. It's a It's a little unfair in that,

you know, when people find the easy road that you've been paving

so much and then somebody just whizzes by you and you're like, Oh,

lovingly fuck you. Like,

how did you find that hack? I've been freaking

mowing this corner a lawn for 3 days, and you

just come up and zoop there it is. Right? Like -- Okay. -- you

know, the people that find the treasure at the end of the Indiana

Jones movie, and it's like, where have you been this whole time? How come

did you get that treasure now? But, also, like, it feels a little

unfair, but they did something different. They went out of the

norm. They hacked the system. Right? And so I love the idea

of, like, a blooper being a really effective ad

because I think sometimes, especially on Facebook, We

are still forgetting that people are not on

Facebook to buy from us. Right?

We felt they're there to be social and have fun and connect with

people that they, like, wanna connect with, and we forget that.

Yeah. I mean, I do. I'm on Facebook to, like,

say happy birthday. Watch the Rockettes

reels. And occasionally

get recipes. Oh my god. I watch so many dance rails.

It's a sir. Like, I love that we are living in

say what you want about rails in TikTok, but I love that we

are living in the era of the dance video. Yes.

Mhmm. It gives me so much freaking joy.

But, like, that's what I'm on Facebook for. I'm on Facebook to watch

dancers duet with other dancers. They'd be like, isn't this amazing?

They're in a ballet in Morocco, and they're in a ballet,

cargo, and they're dancing together when it's time to be alive. Like, I'm

not there to be like, oh, yeah. You're right. I should stop

everything I'm doing and consider the addictive side of my personality and how

it may be stalling my professional growth and how I can leverage time management

to use

a new software system. Like, I don't care. I'm watching

because our cats kick over my head. I don't care. So you may

as well Take the pressure of

perfection off. Take the pressure of the algorithm off and

not even try to be funny or clever, but just be

and put out whatever your most shiny, transparent thing happens to be,

and kind of build the campaign around that. Am I hearing you right?

Absolutely. Yeah. I mean, there there has to be there

still has to be both. Right? We have to have a mix of when

when people like, if you're doing the things that are you that are

just authentically you, you're being, you, And

that stuff catches people's attention and resonates, and then they're like, wait a minute. I

kinda like this girl. Like, what what is this all about that she's

doing? Then they're gonna go look you up. And that's where you have to

have the authority, the fun, the engaging,

the TTTG, like, those kinds of things. It's not just

the fun you. But if you're missing that part, like, you're totally

missing out. And here's the super shitty thing I'm totally gonna get on my high

horse here for a get on it. Let's -- Hold on. Let me build you

a staircase up to your high horse, and let me hold

the horse in place for you. I'm petting the high horse awaiting your

arrival. Yep. Get on it. If all you're doing, which this is the

truck we all fall into, I do it myself. But if all you're doing is

the TTT and maybe the flaky flaky? then

and and your posts are not getting watched or seen by people

because that's not what they're there for. It's not a personal judgment. There's not

there for it. They're not gonna do. Yeah. And and if

they aren't getting any engagement, then what happens, and I'm sure

probably a lot of people can resonate with this, is is the traffic cops are

like, your stuff, people are just

scrolling right by. Like, they're not really engaging. So it

must be spam. So we're just gonna treat

you like spam and not show your stuff to anybody.

And that's what happens. That's why everyone's like, oh, organic marketing doesn't work. It

does. You just have to do what people are there

for. Right. I mean, we've all had the experience of,

like, watching a really funny

show on something that still has commercials.

And, you know, we're laughing. We're loving life.

where just, like, oh, this show is so funny, and then there's, like, a quick

cut. Like, especially if you're watching on something like Pluto. I love you Pluto

TV, but your commercials are atrocious. codes you're free and you have

to. But, you know, you're watching something hysterical. It's a real cut up.

You're dying, and then suddenly it's like, in the arms

of the angels, and they're Sarah McLaughlin with the damn puppies. Well,

I'm -- Yeah. And you're like, no. No. No. This not where my mood wanted

to go. I don't wanna go here. I'm happy. Yes. I'm happy.

Don't make me go into sad puppy. No.

It's like the breaking news on your day that you don't want. And it's

like, don't do that to people's social experiences.

It's you're gonna talk about important stuff. You gotta find a

way to fit it into the conversation or scroll conversation or scroll

tone that they're already having with the exception of LinkedIn. I

will mess with people on LinkedIn all the time.

Yes. It's a business platform. That's what people are there for to

do. Right. I feel like everything over there is Sarah McLaughlin and the sad

puppies, and then I go in and I'm like, Hi, guys.

What are you doing? Oh my god. I mean,

it's my favorite LinkedIn interruption story will always be

friend of the show, former guest Laura Cleo, freaking hero,

introduced herself in my LinkedIn group next to a friend

wearing a giant vulva costume. And

because I had just tagged everybody in the group,

that picture of Laura and her very vaginal friend

was everywhere on LinkedIn. I heard about it for weeks. People

are like, Why is this at my feet? I mean, I'm happy, but, like, what

is happening? And I'm like, this is how we take over at LinkedIn. Okay. That

is. Yeah. One vagina costume at a time. This is

this is how we do it. Right? But that one all that one all hack

the system all day. But Facebook, but Instagram,

but TikTok, but even Google, like,

run search terms for what people are looking for when they're in the same

mood. Like, I don't know. It's tough. It's weird.

So So okay. Okay.

Understanding that the traffic cops don't want us to be spammy.

I'm sure the traffic cops don't also want us to

just be completely balls to the wall ridiculous. Right?

Like, they wanna do they care? Do they care about

what What what do the cops care about? Do the cops care if

I have weed in the car, or do they just care if I'm not wearing

my seat belt? Just if you're not wearing your seat belt.

Yeah. I mean, honestly, it's like, if you think about it as

like, hey. We're talking about Facebook Facebook specifically. Think about their

business model, so they are literally

making money off of user engagement.

Mhmm. Other people's content and user engagement. Yep.

And so if you are helping their business model,

By creating engagement from your content, they don't care if

it's about the weed in your car, or about something that's

personal related or business related or whatever. They don't care. They just they just want

the people to stay on the platform. Right? If you're doing things that are

sending people away from face the traffic cops are like yeah,

no, that's our traffic, and you gotta pay to take them

away. And that's just how it works, like just

Think their business model and how it aligns with yours. I just see like

this. I don't know why. Like, Reno 911

short shorts wearing cock being like, you gotta pick. With the porn

stache. Yes. Of course. Of course. With the porn stache, why I

have a weird fantasy visual of an actual Facebook

traffic cop without a porn sesh. Totally ridiculous, Jen.

Oh, yeah. The listeners are judging you right now. Oh, okay.

I'm but, you know, like, I I think that

that's so totally true, though, because it's, Facebook wants to keep people on

Facebook while charging you to take people away from Facebook. But

also okay. That being said,

Is the Facebook page dead? The

Facebook business page. If you can drive

people back to it with your ad. Is that valuable? How do

we keep people on Facebook? Because I don't know.

My page Okay. I kind of treat it like

my unloved weird delinquent, like, black sheep stepchild. I kind

of I was

gonna say the red headed shut shut child, but as a redhead, I take offense.

But, you know, as kind of unloved stepchild of my brand. I

sort of just shuffle my Instagram stuff through there. But the reason I did

that was I started to see drop off on my

Facebook engagement, and then I got really lazy. Full stop.

I got lazy, capital l. That's totally common.

Yeah. But I'm hearing I know I'm not the only

person who's like, how do I leverage Facebook more

completely in support of my ads? Yeah. Because what

it used to be is our ads were

enforcing our Facebook groups. Our ads were enforce

our Facebook pages, and then they did the thing where I still remember

in, like, 2017 or something,

where they stop letting you run and add to a Facebook group? And it was

like, wow. Well, because that was the ultimate keep up on the

platform running out to a group. Come on, go. And then Facebook was

like, no. You can't do that for some satanic reason.

And I think it was around then that I was just like, well, dang. If

they're gonna make it harder for me to use their platform to provide

value. I'm just not gonna use it, but I I feel neglectful.

I I certainly feel based on everything you're talking about about. If you

wanna take them away, you gotta pay. So, like, how how do we

fully leverage functionality to serve

our ads instead of how we used to do it, which is let me

have ads drive my other Facebook activity Now that that's kind of more backwards,

for most people, there's still people killing it with groups. There's still people killing it

with pages. But most of the people I know are like, oh, crap. Should I

start a new page to run these ads. What do you think? So

the the best thing with pages is keep in mind,

a couple of things with pages is 1, your profile,

your like, your about profile info and stuff on your page. Mhmm.

Mhmm. That stuff will actually show up in Google searches

and and Facebook searches and, like, anywhere that people are looking for stuff. Right?

Oh. So remember that if people see you on a

conference or a summit, or hear you in speaking in another group or

whatever, and they go to look for you, they're gonna look where whatever social

platform they're on, and I'm using my I'm counting on my fingers as though you

can actually see my hand. So they're gonna they're gonna look

on the the platforms they're on. they're also gonna go to Google or, like, the,

you know, 1% of people to go to Bing or something. So -- Yeah.

So you have to show up in the

places where they're looking because otherwise, you just fall right off the map.

So Facebook page is good for that for one thing. Now secondly, here is, like,

the ultimate hack. keeping in mind how

the traffic cops work, so they don't a lot of

people will just create like a YouTube video, like a promotional Vigneault, right, and

put the link on your Facebook page. Well, you're taking traffic away

from Facebook and sending it to a Google platform, which is like The

worst of all the things. Right? So put the same video

on face put an actual call to action on that

Vigneault. of to your opt in, to your group,

to a DM, to a booking page, whatever you're gonna do.

but put the call to action on that video. And literally,

like, even if you don't do ads, just boost it for a dollar

a day you get money behind it, they will let the links go

away without any problem. Then you

repurpose the crap out of that content and use that

to create other engaging kinds of things. And when you're like,

hey, your call to action on your other posts is

Hey. If you wanna know more, check out this link and you just link it

to the video on your Facebook page. So you're providing all this

engageable content and you're keeping people on your Facebook webpage, which

creates more engagement, which in turn lowers your ad

costs. I'm laughing because I just thought, oh, my poor Facebook page.

I know what to call it. It's the Tiffany Trump of my brand.

Tiffany Trump. I love it.

Sorry, Tiff. But, you know -- Just to be the new

picture on it. Right. people will be like, what? And

I'll be like, sorry. I'm I know I've been really neglectful of this page. I

forget that it exists for entire spots of time. No. But I

love the idea of, like, leveraging the video on their own site

to play their own game to be like, alright, Facebook. I'll give you which one.

Now I also am laughing because you said except for, like, the 1% of people

who go to Bing as someone's whose

husband works for Microsoft, I'd like to just take a moment and shout

out the 1% who goes to Bang. Thank you for paying your

mortgage. I appreciate you. Yes. Ryan was at an event

once in and all Microsoft event. And someone

said, Google it. about something, and Ryan leaned

into the microphone and said, I believe you mean, Bing it. Damn it.

So, yes, everyone. Bing. By Microsoft,

it exists. I will actually say from running you know, we run

Google Ads and and YouTube ads and stuff. And, honestly, like, depending on your

market, But a lot of times, Bing ads are, like,

way outperforming and a whole lot cheaper because it's -- I don't even know

Bing hat ads. Yeah. Learn something new every freaking

day. Come on now. Wonder if I get Bing ad

credits for being a a nematism baby of Microsoft.

Hey. I got LinkedIn premium for a steal. So --

Yeah. Alright. Now we're all just working on my business, and the listeners are like,

can we get back to me, please? Yes. Yes. Yes. We'll get back to you.

Reader. We're all excited that Bing Ads came out too. Come on now.

Okay. So I love the idea of keeping out on the platform. I love the

idea of looking at what they're consuming

when they're on that form. Just being really deliberate and

intentional. You said the magical post. You said

boost. Are boost a thing? Boost a thing again?

Were they? They're saying -- -- thing. And, I mean, I love them because you're

for the person who Facebook scares

him. I mean, I I'm also a person who I, like, I personally hate

Facebook. But, you know, a a lot of people are like, I don't

even know. It just scares me. I I don't even know what to do. Like,

the boost doesn't take you through the whole ad set up.

You don't have to go to business manager. You're not doing the, like, where the

hell am I? What do I click on? Like, it's easy.

And and the targeting is very much the

same. Now are you gonna get the most qualified leads? No.

But is it gonna raise your awareness and get your video

out to more people, yes. Mhmm. I mean, you can get like, you

could turn it on for video views to to boost

that and You can get video

views for, like, 5¢ a piece. I

mean, spend ten bucks and whatever that math's out to.

But That's you know, I mean, like, it's a it's a great way to get

cheap engagement and still play by the rules. It's like -- Hey. I love

cheap engagement. I love it. It's like the little parking,

like, parking meter. Right? Like, I'm just gonna put this content here, and I'm gonna

give you some money, and I'm legit. Right. I'm legit. I'm fun. I'm a

real person, and I understand that after me, you're going

right back to cat videos. Exactly. So

what about all the people that are like? The second you do

something on Facebook, they change it, and

it doesn't work anymore. Like, is that true? Is that

partially true, or is that an excuse? It's it's partially true,

but it's still you know, the same thing can be said for Google, same thing

can be said for YouTube. And, yeah, they are always changing

the algorithms and all that, but, like, to come back to like the traffic

cops when it comes down to it. They're just they just literally want

good content and people to engage. So when

people get all upset about the the rules changing and stuff, it's

like, for the most part, it's just the way that

they're showing your content are, like, how they're sharing things or -- Mhmm. -- like,

they're constantly trying new things just like we are. But the -- Yeah. -- base

rules are just be you and share good things.

That lost all advice to everything. Isn't that

liberating? I mean, it seriously, like, if there's something

pure like, it feels like a homecoming because

that's what we were all told at the very beginning that I feel

like that joy is beaten out of us, which is totally full

circle to what we're supposed to focus on this week, which is child like creativity.

Like, Back the day when Facebook started having ads,

before Facebook and Instagram were one company, before however, we must talk

about GMB before any of that. We were like, just put out

good stuff and let people find you and maybe put a little bit of money

out there to have a couple more people see it. is what you're still talking

about. But now people are like, hack the system. You

gotta spend more money on Wednesdays than Thursdays, and you

gotta have these placements and not those placements that you wanna use these

hashtags and and don't use carousels or only use carousels

or buy the way only. Yeah. And it's like

just put out good content and not worry about it so much.

Totally. I mean, at the level most of us are playing at.

Yeah. But -- I mean yeah. Exactly. We're not we're

this is not a show for ecommerce chotchky brands.

The the game for that is very different. I don't

know how you sell fun the stuff I get

sold to. I don't get On my ads, I never

see anything for any of us. I only

ever see, like, bitchy quirky t shirts

cack toys. Although -- Oh my god. You

buy. Right. Although although

I did recently do some copywriting for some

professional sex workers, and that changed my shopping

algorithm. considerably. And it went

from, like, cat toys and punchy t shirts

and my Puma obsession to

everything you could possibly imagine that's not suitable for work

overnight, but it was hilarious because I couldn't

call it not suitable for work because the reason why it was showing up in

my feed was because of the work I because of the work.

Uh-huh. So it's, like, not suitable for life. Is that a thing?

It's so fun as an agency because I'm always looking other

things up and stuff. And my Facebook feed is, like, the

most weirdest abstract. Like,

here, you need some some dog training videos

that you like lessons about strategy, and you like, it's,

like, all over the place. So -- I did get one

ad once for Christian men of

color of a certain age dating. Oh,

yeah. I've got enough reports like Woah.

Okay. I I mean, and then I'm like because then, you know,

because of, like, how that's all coded and everything, I'm like, Either I

did something or this ad budget is so

large. They're just doing full spray and breath.

Totally. Well, and, honestly, since you just said it, if your phone is anywhere near,

you'll probably get some anyway. I'm looking at you, you little spy.

Look at you. Oh, man. Which is also a

bummer because, like, sometimes I goog stuff. And

oh, sorry. Or ping it in case Microsoft is listening.

Sometimes I ping presents for Ryan

And then because it's on our IP, it shows him what I'm thinking

about buying him on his computer the next day. And I'm like, you turds.

But that's neither here nor there. The point is just, like, maybe maybe don't

Google stuff from your home computer. Let's all go to the Internet cafe or

the library when we're doing our shopping. So as to

protect our our algorithmic and everything -- --

has been set up. His I'm like, no. You have to have your own Google

file because, like, I was we had one for a while,

Sheridan. I was getting all this stuff about, like, video

games and, like, all this stuff. And I'm like, no. That now.

You're like, nah. I'm bored now. Yeah.

Oh my gosh. Isn't it ridiculous when people start talking to you about

something that you know actually nothing about. That being said, Formula

1 racing. What is it? I love that smooth

transition. freaking ass. Real clunker.

Although, I I do have to tell everybody, I wanted to do the

bare minimum amount of research on Formula 1.

before I came on, but I was like, okay. I don't wanna say I think

stupid. So I'll read, like, the first paragraph of Wikipedia. And when I

typed in formula 1, it said to me, do you

mean formula done, which is the name of Jen's company, which

shows where my true loyalty lies? I love

it. Thank you. That made my day. So you are my formula

1. Formula done is more important to me than

formula 1. That being said, what is formula 1, and what

does it have to do with any of this? Probably what is that. Very,

very little other than me.

So okay. The, like, one minute backstory. I'll try to make it really fast. My

my husband and I actually met while we were drag racing.

I had a white Mustang. He had a black Camaro. We were at our

local drug grade scene. We ended up racing against each other all the time

and And we started dating, and that was actually

almost 21 years ago now. So we have a

total love for cars, and and we've always been into drag racing and

stuff, hate NASCAR. I absolutely hate NASCAR. So does he

I'm like, it's all about the drama, and it's just like, hey. Left turn.

more left turn. Oh, look. Another left turn. And it I just like, it's

irritating and annoying and very American in

all of the drama, and I hate it. So we

got really into, like, rally racing and IndyCar and

that kind of stuff. And the, like, the epitome of

the fastest cars, the most top performing

drivers, the most money spent on race cars and everything,

like, the top of the industry. this Formula 1 racing. It's so

awesome. Every single race, every year they have a

world championship, and all of the teams travel around

to a different race in a different location. So it literally spans the

globe, and it's different tracks all the time. And they

earn points all through the through the season, so the team wins

and an individual driver wins at the end. And so it

lies Yeah. And and then they they celebrate

the countries that the drivers are from and the, you know, the

constructors, the businesses who are putting the cars together. And it's like,

it is a very much like a team sport it

has to be. And it's also where so

many of the amazing things that are in our cars currently and come from.

And so we just love it and have been watching it for years years

years. And I have always been like,

nope. This is business and this is pleasure. And, like,

haven't talked about racing and stuff, and I was

inspired by it, which is why the name of my business is formula

done, but I still never really talked about it. Until recently, I'm just

like, you know what? Like, No. Like, this childlike

thing, I literally get giddy jump up and down when we go to a

race. And I'm like, oh my gosh. goes like that. I know that guy. I

know that guy, and it's, like, so it's such a nerd.

See, with that right there and, like, that would make great content. Like, I would

love to see that in my feet of you just getting out

at a race. But I'm like, wow. Like, that sounds great.

Yep. That sounds like something I'd watch on a real anyway. Like, bring

that on. I'm all for it. Totally. Yeah.

It's insane. And, you know, the the time speeds, like, what most of the guys

usually do is usually about 250 miles an hour.

So -- Woah. I

am such an old man. It's it's I am

very much blood cost Slow down their whippers now.

especially if the roads are wet. I think it's because I'm such an anxious person

I run so anxious with my OCD and everything, but I feel like the roads

are wet. Are you gonna be okay? Did you pack a sampling And they're like,

no. We didn't pack a sandwich. Why would we pack a sandwich? And I'm like,

well, what if you got hungry when you're going 250 miles an

hour? And they're like, what? This is why I don't coach any

kind of athletics, including racing. No. That's

I know nothing about any other kind of sports. I call them all sports

ball. Like -- Yeah. -- it's all just sports ball to me except

for f One racing. You know, that's

it's so interesting that there's this idea of,

like, there's NASCAR, which is the

Tiffany Trump of Sports. God, I'm being mean to Tiff today.

But, you know, it's it's it's sorry, Tiff.

But, you know, there's NASCAR, and you're I love where you're like, oh, look. A

left turn and then another left turn and then another left turn

and then some more America. Okay. Right? But then you're like, take the

same thing and elevate it to excellence.

Take the best drivers. Take the best courses. Take the best

cars. Take the best game rules. Change it up. Right? The season,

the team, the whole thing. Take the whole trapping and elevate it.

and it becomes something new. And I feel like that says a lot

about the attention to detail and

the positioning that you put out into the world if you're gonna claim that

something is the best. To be the best NASCAR driver

and to be the best f one driver is not the same thing.

Not the same skill set, not the same subset, not the same anything.

And so I feel like a lot of us are trying to

be the best in a game that's not actually the lane we wanna play in

any way. Is there something there? -- you pulling the

car racing and now he's out? Absolutely.

Yeah. I love it. I've been doing this for a

long time, and I've pulled weirder analogies

out of worst. But the you know, it's

I just feel like there's there's something very people are like, well, I don't wanna

come off as elite or I don't wanna come off as

inaccessible. But but you at the race, you're like, I know that guy. I

recognize him. Like, they're still they're still fan

attachment to the best of the best. There's still the idea

of I could have a beer with that guy just not in the

same way I'd have beer with a NASCAR driver. Right? So -- Mhmm. -- so

what do you say to anybody out there who wants to have

the best ads in the business, but also feels a little

or the best marketing in the business, but feels a little

impostor syndrome y a little overwhelmed. They don't know if

they need to buy a Maserati in order to compete. You know? Like, what

do you have to say to anybody out there who's intimidated by stepping up their

same. Great question. Honestly, the

I feel like I'm gonna be, like, an army slogan. But seriously, the best that

you can be is, like, be

all that you can be in the army reserve. Nobody

can be your best. to to further define that, you

know, with the onset of all the AI tools, and we've got

chattyBT, and, like, everything is just taking over. Right?

It's literally leveling the playing field between Google Search and

SEO and people to be able to write good copy and be, like,

everybody is kind of on the same field. And

the thing that is absolutely going to become so

much more important, I think, even now and so much in the future

is the trust factor. It's can I relate to you as a

human? Can I trust that you are going to help me get from point

a to point b Can I trust your integrity? Do your core values

align with mine? Like, that is the part

that if you're the best like, you be

your best at your integrity, your core values, and it's sharing those

things because that's what's gonna people. The rest of it is just all gonna be

the same shit out there. It's not about be the best. It's about be your

best. I mean, you

still have to deliver results, of course. But when you're getting

attention, like, that's But everybody I know is obsessed with results.

Like, everybody's like, oh, gotta get the result gotta get the result. And it's like,

cool. We can relax on that a little bit in in favor of doing

things distinctly uniquely correctly, our

way -- Yeah. -- whatever it may be. It is. because people have to trust

you. Like -- Yeah. -- that's literally gonna be the biggest currency. A zillion.

a zillion%. So okay. You brought up the

giant, lovely, artificially intelligent elephant in the room,

which is that everything now is going to AI. Now I have

publicly said and stand by that I embrace our robot overlords.

I I'm a writer who uses chat JPT for

brainstorming. I am a marketer who uses

other platforms to reduce my load. I have

brainstormed with that one. I you know, like, whatever. I'm I'm cool with it.

I don't think it's coming for my job. A lot of people feel

real scary, but I feel like there might be something we could say

about f One in this AI space of, like,

if you have a 250

mile an hour piece of $3,000,000

machinery hurdling toward a brick

wall. We probably want a human driving that car and not a machine.

Right? Like, Yeah. Yeah. That's a good analogy.

Right. Like, I I mean, like, I don't I don't I think there's too

much human skill and reaction time.

And and I don't think the AI would get excited about pulling for their

team. Like, the end of every sports ball movie,

why do they win? They win because they care about who they're playing with.

Yeah. They win because they know that their teammates are relying on

them. They win because they see

the faces and feel the energy of the other people involved, and I know

it's a little bit different when you're hurtling toward a wall at 2 150 miles

an hour because you can't really see anybody But -- Yeah. Well and, you

know, the funny thing about that analogy is, like, this is a race car

analogy is is if you're looking at the wall, you're gonna hit But if you're

looking at the next step, you're gonna hit the next step. And a

robot is not gonna be looking at the next step. It's just gonna be looking

at, like, what input you gave it? Right?

I mean, that's exactly it about AI. That's the whole trick of AI

is if I put a crappy prompt into AI, I'm gonna get a

crappy response. Mhmm. If I put something where I've already

done 80% of the work in, then I get a good

thing. Right? If I say in my fabulous thing that I use

for my podcast to help me with the podcast, if I say

propose 5 titles for this episode. I'm gonna get the most

desperate, wild, crazy shit in the world. If I say

The naming convention for my podcast is on blank

blank and pop culture topic, replace with

what Annie said is the pop culture topic and 2 key terms, then

I'm gonna at least get in the ballpark. I'm still -- Yeah. -- because I'm

a psycho and a control freak, and I like things certain way, and I'm a

marketer, and it's my dang show. I'm still gonna wind up

altering those. They never go out.

out of AI's mouth and and on to the screen. They never do. They

get me a lot closer, but, like, I need that discernment

because I'm curating the show. AI can give me the pieces,

but I decide what goes in because, like, you're talking about,

AI is not fuelizing shit for me. Yeah.

Exactly. Yeah. I I do the exact same thing, and that's like, everybody that's

afraid about AI taking over their jobs or whatever, like,

Everything we put in, it's feeding into the machine. Everybody is gonna have having

the same database they're working from. Right? Mhmm. The thing that makes

the difference is you. and that's the part that you have to put in.

You and these freaking sound bites? See. That one

also sounds like an army slogan, though. The thing that makes a difference

is you. Ugh. Alright, you. I

have freaking adored this. You have taken 2 topics that just

mystify the crap out of me being ads and

AI. And 3 things. And I've

fun which I literally knew nothing about, but I'm like, I wanna watch free cars

do fun scary things. I'll probably have to be a little high,

so I don't think about people dying the whole time, but I could get over

that. It'll be fine. So much less than anything else. Yeah. It's

amazing. Oh, man. But okay.

I got two more questions for you before I release you back to your glorious

day. The first one is going to have to

You have to imagine somewhere in the multiverse where you don't hate NASCAR.

So -- k. -- Slides picture, a place in the multiverse, where you

don't hate NASCAR so much that you are, in fact, a NASCAR

driver, and therefore, you have to get NASCAR style

sponsorships. Meaning, They're gonna put their

name on everything you have ever imagined. You're a NASCAR

driver, but your whole kink, your whole, like,

NASCAR persona is that you are the small business technologist.

So what companies Are you approaching

to sponsor your NASCAR identity and car

from the small business space? Wow. Okay.

Alright. So I'm gonna come at this from where

my small business operates, which is in research, social,

and paid ads. So I'm gonna go after Bing

and Google and

safari, like, the the big browsers.

Yeah. I'm gonna go after tools that are

utilizing AI to help create content and

and ads. There's some pretty awesome ones out there. I love

let's see here. capcut, which is a great one. opus.pro,

great one for for video stuff.

And I probably would still go after Facebook,

Twitter, Pinterest, TikTok,

Insta YouTube, all the social. Yeah. The bigs. Yeah.

Like, I'm missing something major here. I love it.

And in 2nd place, the Bing car. It's like, yeah, that's

me. That's me. I'm the Bing car.

But I feel like Microsoft's gonna have to send both of us a check for

saying, Bing, the most time it's ever been sent in a podcast before.

But -- I feel like some of it. Right? One final

question for you, love, which is you have such a fresh

fun, playful, but actionable, and results

driven approach to all the things we've been talking about today. What is

the best way for our listeners to come into your world and start a conversation

with you? Well, you know, honestly, like,

what I do is it's not a one size fits all.

And so we have things that range from DIY to done with you

to complete done for you. And so the the best place to

start is with conversation. and that's the easiest place

that is formula done.com/apply. And you can just

go set up an appointment with me. Start from there.

Glorious. Well, I utterly

adore you, and I'm so grateful that you came today to educate me

about all these things that I just don't know that I care about, but

already do. So thank you for that, my dear. Thank you

for being my guest today. Thank you so much for having me. I went a

lot of fun. Alright, y'all. I'll be back in a second

with my final thought and your homework for this week, which I promise will not

involve any driving.