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Hello, home service business owners.
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Today's a very special episode.
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Typically, Jonathan Patoshnik and I do a podcast every single Wednesday, and we've done it for four or five months now, every single week.
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Today, he's out in Alaska, he's traveling, so we figured we'd do an async podcast where instead of us talking together, we're actually gonna show you something live.
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Now, over the past several months, as we've done the podcast, one of the major themes has been AI.
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And I know for a lot of business owners, AI can seem a little intimidating, or you feel like you're not technical savvy enough to use the tools, or you might have even think that like it's just these big tech companies making a bunch of money, and it's putting the small guy behind.
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And that might be true.
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We're not going to change that as home service business owners, as small business owners.
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We're not going to change that ourselves.
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And so I would like you to be able to use these tools to be able to grow your business and have this be a wave that you ride and you continue to be in the top one to 5% in your market by using these tools.
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And so today we're actually going to show you examples of using AI and we can talk about AI and how cool it is.
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And you've probably heard us talk a lot and you're like, it's cool.
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I just, I want to see it.
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And that's what today's podcast for this today's show is going to be all about is that showing you.
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a screen recording of us just doing AI related tasks that are useful in our business.
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So it's gonna start off with me.
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I'm going to be showing you how to do a CO briefing to be able to get all the inputs you need for your business.
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So as you're scaling a really large company, you don't need to be in the weeds.
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You don't need to be micromanaging anyone inside of your business because you're getting a briefing at the end of the day to know what's going on in marketing, operations, sales, admin,
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and every aspect of the business so you don't get distracted and you don't have to micromanage people or have a whole bunch of meetings that take all your time.
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I'm going to be doing that for about 10 to 15 minutes, showing you how to set that up and how I am using that in the upcoming Texas Challenge to make sure I'm alerted to any problems in the business
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and I can see what's happening in terms of churn, new customers being added, which services are being added at a very high level each every single day, and just send it to me on Slack.
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I'm gonna show you how I set that up using the connection to HomeWorks.
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Then JP is gonna step in, and he's gonna talk about how to use AI to make sure that your copy, your text, is really solid when it comes to writing emails, whether it be a marketing email, whether it be an estimate email,
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It could also be used for things like copy on marketing, like a flyer, a door hanger, your website.
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And so I think these are two really solid use cases.
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And if you enjoy this, please, in the comments, let us know what else you'd like to see, because this is just the tip of the iceberg of what JP and I use AI for.
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So we're going to start with mine.
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I'm going to be talking about that high-level CEO kind of daily briefing so that you can run a large company because inside of Texas, when I go there, I'm not going to spend more than 10 hours per week working on the business.
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And if I'm going to do that, it means I need to have a lot of data in a short amount of time and I can't be sending out meetings and going and talking to a bunch of people.
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I need it consolidated quickly for me and I can use AI to do that.
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And then I'm going to kick it over to JP where he is going to show us how to not make AI slop.
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when it comes to your emails and your marketing message that you're sending to your customers.
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All right, so the very first step we want to do is connect our AI tool to our homework account using MCP.
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So MCP is just a fancy term for connecting your AI agent.
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So that could be ChatWT, that could be...
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Claude, that could be Manus, directly to my Homework account.
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Now, this is the Homework account that I am going to be using in Texas.
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So there is no customer data in there right now.
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But when I'm in Texas, you'll be seeing me talking to my agent a lot.
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And it's going to be all through this platform connected directly into my homeworks account.
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So that way, instead of logging into homeworks to create a customer or to send something or to create an estimate, all of that can now be done just from an agent and more importantly, get a lot of really valuable insights and data.
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So, inside the help articles inside of Manus, it has instructions how to connect to ChatDVT,
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Claude, Manis, it takes like two minutes.
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So instead of even reading it, what I'm going to do is I'm just going to copy the help article.
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I'm going to tell Manis to connect it for me.
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Can you connect to my HomeWorks account?
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Here is the help article with the instruction on how to do that.
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Then I'm just going to drop the link right in here.
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I will use this chat as a way to be able to get insights, set up automations,
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and get reminders for myself on a daily basis, as well as CEO briefs of what's happening inside of my homework account.
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So I just wanna make the connection for now.
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That's literally all you need to do.
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It's going to go ahead and get this running, and I'm gonna log in using my homework's login information.
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It's called OAuth.
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All I have to do is put my login information, which is my username and my password, and it gets all of that connected immediately.
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So it's literally doing this on the background.
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Again, this is the foundational layer for everything else that I'm going to talk about, which is using this, whether it be Chatwt, Claude, Manus, anything with an MCP access to be able to do a lot of really cool stuff inside of your account.
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And what's cool about this is it can have read access, which allows me to be able to see the data inside of my account and get really good data analysis, which, you know, pricing analysis, churn analysis,
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and look inside of my account and see the data.
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It also allows me to do write analysis or writing into my account.
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So creation of an estimate, creation of an invoice.
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And we're adding more and more functionality around like even adding tags.
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So let's see here.
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Recommended for this task.
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So it's already picked up on the fact that there's a Homeworks Remote MCB Server.
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Let's go ahead and apply that.
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So you could literally just go through this and there's like a...
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You could set this up the way you're supposed to and read all of this.
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But again, the whole cool thing about AI is like, I just copied the help article link into the agent and like, hey, set this up for me.
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And it'll ask me what it needs from me.
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And the only part I'm not gonna show here is me logging in and typing in my username and password.
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Okay, and just like that, you can see it says your homework account is connected.
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I enabled the existing homework connector and play a successful read-only verification against its API schema.
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No records were created, changed, no automations or reminders were configured.
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You can now ask for homeworks insights, daily reminders, automations, or SEO brief styles and feature measures.
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Okay, cool.
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So now it's connected to my homeworks account.
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And because I have a general manager, he'll be hiring people.
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I have command center accessing my account and setting up new customers, doing chats, sending estimates, emailing, texting, setting up automations, all of the other stuff.
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I just want a daily brief that is going to tell me what I need to know.
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at a high level what's happening.
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Specifically because this location, I am going to be there for six months, and I wanna know at least what's going on.
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Like, how many new customers do we get?
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Who canceled?
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Why did they cancel, et cetera?
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So I'm going to try to set up a daily CEO briefing, where at the end of each day, it tells me everything that happened.
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So I'm just gonna talk to it.
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I don't have any source script right now.
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I'm just gonna talk to it for a bit.
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All right, so I'm gonna be in Texas for the next six months, and I want to have a end of day briefing,
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I'm thinking at 7 p.m. local time in Dallas, Texas.
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I want to have a briefing that's going to basically recap everything that happened throughout the day.
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So specifically, I want to know the number of leads that were added.
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I want to see how many estimates were sent.
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I want to see how many estimates were accepted.
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I want to see also based upon me also connecting my ads account.
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I want to know what my cost per lead is for that day on Facebook, as well as Google.
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I think.
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It's really important to that I know if customers are leaving.
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So if anyone cancels service, I need to know about it.
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I also want to know what's being accepted.
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So when you look at the estimates that are being accepted, I want to look at the items and services.
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And since I'm offering mowing and I'm offering lawn treatments, I want to know...
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When you give me the briefing, like how many of the customers that are being added have just mowing and how many of them have mowing and treatments and how many of them just have treatments.
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So I want to see that breakdown.
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Yeah.
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it'll be valuable for me to be able to know where to deploy the marketing dollars.
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I also want to be doing an analysis of where people heard about us.
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So that way, even if they're not coming directly from Facebook ads or Google ads, like if they're sitting in our trucks, I don't even know about that.
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So on a daily basis, I would like you to see the referral source that is inside of their HomeWorks account.
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And so where it asks, where did you hear about us?
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I need to know about that in my daily brief and get to know what's happening.
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Now, each day that you send me...
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My brief, I want to know these numbers for that day, but I also want to know it for the last rolling 30 days for all of these numbers, the cost per lead, the if customers are leaving, like the churn rate.
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So I want to be able to know what my churn rate is.
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I want to know if someone left, why they left, and I want that all surfaced inside my briefing.
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And this is so that way I can make sure that quality control is good.
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And if there's any sort of issues out in the field that I'm aware of it, even though I might not be seeing the notes from command center, I also want to kind of in the daily briefing, I want a synopsis of any issues that are happening.
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So customer complaints, calls to command center, any sort of issues with the operations of the business.
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I'm mostly focused on the strategy, the marketing and the advertising, but I do want to keep a pulse on the quality control,
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And any sort of complaints that might be occurring.
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And let's go ahead and start there.
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Go ahead and ask me three questions to make this super powerful of something I might be missing in my daily brief, based upon everything that you can see in the exposed API of homework.
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Okay, so go ahead.
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I went ahead and just talked to it for a long period of time there.
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It kind of organized.
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It looks like into a bit of a chart of everything I want inside of the document or inside of the automation.
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See what happens.
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So this is going to take a little second.
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It's going to create this automation on a daily basis.
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Okay.
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So it says to make the 7 p.m. day Dallas end of day brief, generally decision useful.
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Please answer these three questions.
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I mean, this is a great question as literally, as I said this, I was like, Oh, I should have told it to put it to my Slack.
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So yeah, for number one, okay, let's just go here.
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Yeah, so for number one, delivering escalation, let's go ahead and put this into my Slack underneath my EA channel.
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So you might not use Slack, but I have what's called an EA or executive assistant where anything that's automated around my summaries that I use from AI go to this specific channel.
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So there's just one place that I always know all of my summaries are at.
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across Notion, Slack, wherever it's pulling from across the different companies.
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So it's useful for me.
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But you could have this send you an email.
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You could have this to have an automation that pops up inside of Manus or whatever platform you're using.
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Obviously there's connectors.
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So see, I can connect all these different apps into Manus.
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So it can see Notion.
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It can see Slack, Stripe, Excel payments.
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I can see all of my email stuff.
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you can see homeworks now there's my homework one let's go it's it's connected to my email so i can have it like put stuff in my calendar i can have it send me emails but i have for me personally i put all all in my slack channels all right let's see the second channel our second question they have here is uh let's see here measurement rules what should count as a lead and a customer leaving in your report okay let's go ahead and move this over here okay so in terms of number two for the measurement rules a lead is just anytime
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Any contact information is added to the account.
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This could be an abandoned cart.
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This could be someone just walking to the crew and giving them their information.
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Basically, any new contact added to the account should be considered a lead.
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I know I want to know where they're coming from.
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what that lead source is.
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And then in terms of customer leaving, if a customer is leaving, we're going to ask them why.
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And so you're going to have to look at the call notes from command center for us to be able to distinguish why they left, since they will call in and those notes will be left in the customer notes or the call notes for that specific customer.
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For churn, it needs to be that they explicitly cancel the recurring service.
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If they just paused for a service or skipped one, that should not count as churn.
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Okay, so again, I'm trying to create this kind of daily summary.
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And what I always like to do before I just tell it what to do is like, hey, what are the few things I might be missing?
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So I'm really happy it specifically called out the fact, like how do you want me to deliver this to you?
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And then also it wants more clarification, like what do you want us to consider as a lead?
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What do you want us to consider as a customer leading?
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So it's useful to be able to define those things.
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Marketing operation context, please connect or identify the specific Facebook or meta ads and Google ads accounts you included and confirm whether at home works.
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Where did you hear about us?
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Fuel is consistently required to intake is a great question.
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Okay.
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Also, which outcomes are very special?
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Okay, this is a great question.
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Okay.
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All right, for number three, I will add the Meta and Facebook Ads account connectors.
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And so you can see all the data that's coming in for that specific, for this specific Augusta Long Care location.
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When it comes to the where did you hear about us field, it is constantly added at Command Center if they call in, because we asked them that question.
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And also, if it comes from Google or Facebook, we are using UTM parameters to populate that field inside HomeWorks.
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So it should be accurate.
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don't see that field filled in, there's some ways that they can sometimes get in.
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And so you can just put unassigned or that's not, it's empty that we're not sure.
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We don't know where it's coming from.
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But I want to get as close to good lead attribution as possible.
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In terms of the cancellations, I do want to really highlight the 90 day turn versus the annual turn.
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So how many people turn in the first 90 days versus the entire year?
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So I can really pinpoint where customers are
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Okay.
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And if you have any sort of notes from command center as to why they left, anything about their refund, I definitely want to see that included next to their name.
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So on this one specifically, I want to know their name.
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If they turn, if they leave, they cancel a recurring service.
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I want to know their name.
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I want to know what service they had.
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I want to know why they canceled specifically.
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Okay, cool.
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So now I have given it everything it needs.
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It's going to be thinking for a second here.
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All right.
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So a few minutes later after the AI has worked, it has quite a bit of information for me.
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So the data model is a good fit for most of the briefing.
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I verified that homeworks can report newly created contacts and their stored source, date, estimate, send actions, accepted estimates, and the line items in recurring service series with a distinct cancellation timestamp.
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Critically, a paused series is distinct from a canceled series, so your churn definition can be applied without treating skips or pauses as churn.
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The daily brief will report the following for today and the prior 30 completed days.
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New context and attribution source, including unassigned,
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Estimate sent and accepted, accepted service mix, platform spend and cost per lead, explicit recurring service cancellations, 90 day churn, annual churn, and a quality control synopsis.
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Every cancellation will include the customer's name, canceled recurring services, cancellation date, reason for the available command center record, and any refund mentioned.
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The current day's advertising operational figures will be clearly marked preliminary at 7 p.m. before late data can still arrive.
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For service mix, I'll classify each accepted estimate as mowing only, treatments only, or mowing and treatments from its accepted line items.
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I checked the current item catalog and found mowing and initial mow, but no clearly named treatment plan.
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This is great.
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So the HomeWorks account is brand new, and I haven't put my treatment packages in there yet.
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So it's only seeing mowing and initial mow as items and services right now.
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Please provide the exact item names that should count as treatments or confirm them that I should use a treatment keyword rule and flag unmatched.
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This is great.
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So it's trying to figure out exactly, hey, there's missing treatment stuff here.
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So.
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I will still need to connect Meta Ads and Google Ads, since I have not connected those here.
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But let's go ahead and see what an example of this might look like.
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Okay, this is excellent.
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I still need to add my treatments packages and items and services to my Homework account, since this is a brand new location.
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So I will do that soon.
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I will also connect my Meta Ads and Google Ads accounts shortly.
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But could you go ahead and send to my Slack channel an example of what this might look like and just pre-populate it with
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data for the business, assuming that I'm spending about $500 per day on ads, and that I'm getting about five to 15 new customers per day.
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And I have about four to five technicians out in the field.
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And just give me an idea of what this could look like fully filled out in operations while I'm in Texas.
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And just
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Don't use data from homeworks, just pre-populate it with stuff inside of my Slack channel.
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So I can see what this briefing is going to look like in terms of formatting.
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So this will be interesting to see what actually comes up with formatting, because I haven't given it a format.
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I haven't told it, okay, I want it to look like this just to spare you the extra time of that.
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But let's go ahead and see what it looks like and what, once it creates its daily executive report inside of Slack, how it looks.
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So we're back in Slack and it has posted to my EA channel.
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And this again, just as fictional data, but this is what you're, I'm gonna be getting every single day when I'm in Texas.
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And the reason for this is because if I'm not in operations, I still need a pulse on it.
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And if I'm not actually running the ad myself, since Augusta leads is doing that, I need to have a pulse on it because I'm not answering the phone because commands are doing it, I need a pulse on it.
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And so the whole objective
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of using AI in this case is that I don't have to be in the weeds and spending time looking over people's shoulder or micromanaging them, but rather I can just get a snapshot of what's happening, but be able to get the information I need to be able to take action in business or see where there's problems.
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So this is the example.
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I've got a snapshot, 7 p.m.,
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11 new contacts were added today 294 in the rolling 30.
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Oh, I see it did here.
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So it is like my daily estimates sent estimates accepted, et cetera.
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And then it does for what is in the last 30 days.
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That's great.
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Last rolling 30.
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Okay.
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So marketing has them that I'm spending on a spout on Facebook and meta or Instagram, Google ads, shows me what my cost per lead is.
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Awesome.
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It's very easy to connect your Facebook ads account and your Google ads account to be able to bring this data across.
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So that'll be easy.
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And then the lead attribution part of what's coming in from the homeworks dropdown of when homeworks is answering the phone.
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We also, we make sure that we use UTM parameters to bring across this automatically if an, a form is filled out from Facebook or Google.
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So it makes it more accurate.
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Okay.
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Then we got estimates accepted.
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How many were sent?
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How many are accepted?
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Accepted estimate conversion.
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So this was like my 40%, 42% close rate.
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One was mowing only, two was mowing and treatments, and then none of them were treatments only for this specific day.
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And then here's churn.
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Okay, this is great.
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So it shows the customer's name, what our 90 day churn is, and then our annual churn.
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Very good.
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And this is great.
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So it'll be pulling this from command center in terms of that.
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It'll be able to see all the call notes that are being added inside of homeworks and just give me a quick snapshot like what's happening in terms of bad stuff.
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So like this is a complaint.
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She reported clippings left near the side gate.
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The command center schedule the crew follow up and request a completion photo.
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Awesome.
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Another one is from Morgan question a mowing cadence change.
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The command center confirmed the weather driven route adjustment and set an expectation for the next visit.
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Excellent.
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Great.
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And then it says CEO focus for tomorrow.
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Review the two service quality follow-ups before route launch and ensure both have an owner and completion confirmation.
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Number two, keep a close eye on bundled service conversion.
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Fictional treatment attachment is strongest in accepted estimates while treatment's only volume is limited.
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Number three, tighten lead source capture on the 12 rolling 30 unassigned contacts before real came by.
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Great.
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So, again, this is just for illustration purposes.
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I have not connected my Facebook ads.
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I have not connected my Google account.
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But once I do that and I'm in Texas for the challenge, it's going to be popular with real actual data.
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But this is all in an effort to be able to delegate parts of the business to...
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and preserve my time so I can focus on strategy, focus on where the business should be going, and not have to spend more than 10 hours a week.
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I'm going to show you how I write messages.
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In this example, how I write an email marketing campaign to a client.
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This is such a common use case for AI, and that's why I've chosen it.
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But I will tell you, most people feel that other than building a website, doing a little data analysis, writing, that's about all you can do with AI.
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And that is entirely wrong.
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But I've chosen to go ahead and use this example because it's the most common way that most people use AI.
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And so I'm gonna show you how I do it.
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And I'm gonna keep it very brief, so I'm leaving out a ton of stuff.
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If we had a video camera rolling over my shoulder for two hours, you'd see so much more.
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Now, what I'll tell you is, I recently put a video on Five for 50, and I don't know what the headline's gonna be because they change, but it's something about AI,
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And the gist of the video is one question to ask yourself to find all the ways you can use AI inside your business because there are so many ways to use it other than just writing and other than just building websites and other than just writing software code.
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So many ways.
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So I encourage you to watch that video because it also gives examples of how you think about where you plug AI into your business.
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And I'm guessing you haven't heard these examples.
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It's a different way to think about AI.
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All right, I'm starting in Gemini.
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I don't use Gemini, I don't like Gemini, I don't like Grok, and I don't like Meta's AI models.
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I like Claude and I like ChatGPT.
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I'm sure all of that will change soon, and at some point, Gemini might be the best.
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Maybe Grok will be the best, I don't know.
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But at this moment in time, I think Claude and ChatGPT are the best based on all my use.
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I pay for all the models, and I think it's imperative that you do.
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Because Claude and Chachiputine know way too much about me, I'm writing an example email in Gemini just to get us started.
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So again, so many ways you can use AI, but I picked the one that so many of us probably predominantly use AI for just to show you a few different ways to think about it.
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So how do most people use AI to write?
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Starting in
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Gemini, I just as a quick example, I wrote, write me an email to my clients upselling mulch installation.
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Remember, I serve DFW.
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What information do you need to know to write this email?
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Ask me questions one at a time.
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Okay, this is the first problem.
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This is where most people start.
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They write, they type, and they don't know what to say.
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And as a result, they hardly tell the model anything.
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And as a result, they get an email like this, and it sucks.
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There's no other way to say it.
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So one thing I did that maybe many people don't do is I at least asked it to ask me questions one at a time.
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I gave it quick answers.
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Again, it wrote me an email.
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But first and foremost, the top level thing you have to do, in my opinion, is talk to it.
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And so I prefer to, you can use, of course, any of these tools to talk to it.
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I personally use a product called Whisperflow.
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I just hit a hot key on my keyboard and I just start talking and it records everything I'm saying and I just do a brain dump.
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So as an example, if I wanna write an email
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I just start talking.
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And if I don't know what to talk about, then I'll have it ask me questions.
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I'll have it prompt me.
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And then I'll just record audio because if I have to type, I'll type 30 words.
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If I talk, I'll give it 300.
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And that is the key.
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And if you're somebody who doesn't like to talk and you'd rather type, it's going to take you way longer.
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I'd encourage you to still consider typing.
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Nobody's listening.
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Nobody.
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it's just a machine, AI is just math, it's not actually intelligent, don't be embarrassed.
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Just do a brain dump and who cares what you say, it'll figure it all out.
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It doesn't need to be clean, it doesn't need to be fancy, it doesn't need to be well organized.
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You just need to get all the thoughts out of your brain because that context is the context it will use to help you write.
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So as an example, I was recording that as I was talking, and normally I would just hit the button, obviously, and then it would do its thing.
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All right, so let me get rid of that.
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So first and foremost, I can't recommend enough that if you don't talk,
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Change that behavior.
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That alone will make a big difference.
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Now, because the model doesn't know a ton about me, I get back this boring email with the terrible headline, refresh your flowerbeds professional mulch installation.
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Who cares?
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Nobody cares.
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They're getting 90 emails.
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It's not exciting.
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It doesn't create curiosity.
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It doesn't create concern.
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It doesn't open a loop that you need answered.
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It doesn't do anything.
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It's a terrible subject line.
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It's boring.
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And then even looking at this email, it's like, I just don't even want to read it.
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Like it's I'll just put it that way.
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There's nothing about it that's interesting or exciting.
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There's nothing about it that's city turf.
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There's nothing about it that's my voice.
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There's nothing about it that uses the common language we use as a company.
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Okay.
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So this is what most people get back and it's not going to get you anywhere.
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It's not good.
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00:26:46.463 --> 00:26:56.830
So one of the first things I highly recommend you create inside your business is if you're going to use AI to help you do any design work, I'd recommend you create what's called a style guide.
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Okay.
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And a style guide is basically just the look and feel.
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It's the rules.
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It's how the logo is used.
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It's the colors that are allowed to be used.
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It's the fonts.
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It's the color codes.
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It's the printing codes.
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It's all of that stuff.
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And this is important for a whole ton of reasons, but for one, when you're designing, you can just upload it to AI and it will give it the rules.
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Well, the same is true of your communications.
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So I have a playbook that we have created.
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It's probably 11 pages and it's exactly how we communicate with the clients, how we say things.
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It's what we say.
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It's what we don't say.
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It's all the rules of communication.
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It teaches AI exactly how we communicate and it has exact examples.
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The brand messaging guide is our USPs, phrases we use, big concepts we push.
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It's everything around brand communication that we want to be very consistent on in the marketing across direct mail, across email marketing, across our website, et cetera.
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And I'm not gonna open these because I don't wanna show off all this stuff, but I highly recommend you make these.
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And it makes all of your writing better immediately.
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Here's the other problem.
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If you're doing the writing, eventually your models will,
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will learn, like mine learns about me.
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The problem is as soon as you want your team to do some writing, all this, everything that is coming out the way you want it in your model will not work when they start trying to write
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for the company or on behalf of the company because it doesn't know all the stuff you've taught it over a month or years.
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And that's where these guides and additional guides to this become really important.
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If I am having someone respond to reviews, then I have a review communication playbook.
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It's incredibly important.
399
00:28:55.044 --> 00:28:58.367
So your experience might be, well, I've been using this for a while and it's getting pretty good.
400
00:28:58.427 --> 00:29:01.069
Yeah, because you've iterated and it's learned.
401
00:29:01.750 --> 00:29:10.598
But if you go to a fresh instance on someone else's computer and you're asking them to now respond in the voice of the company, it doesn't know any of this stuff.
402
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So it has to have these documents.
403
00:29:12.900 --> 00:29:15.642
You can use AI to help you create these documents.
404
00:29:16.243 --> 00:29:17.084
But I will tell you,
405
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It's very rare I take what AI gets me.
406
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I fight it constantly.
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All right, so let's jump into writing an email.
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So the problem with having to do this on the spot is I'm sure I won't do as good of a job as I normally do, but I'm just going to go for it.
409
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All right.
410
00:29:34.822 --> 00:29:37.163
Writing an email to my CityTurf clients.
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We are upselling mulch and we...
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00:29:42.668 --> 00:29:48.472
are talking about both the aesthetics, how it will make them look and feel after the mulch is installed.
413
00:29:48.972 --> 00:29:58.277
We are talking about, we're in the middle of summer heat right now, so we're talking about the benefits of laying down mulch to protect a, create a moisture barrier.
414
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Let me figure out three more things to talk about or three other considerations, prompt me one at a time.
415
00:30:03.821 --> 00:30:11.686
I need to figure out a CTA on this, and I want to make the response super simple, something like just reply.
416
00:30:12.626 --> 00:30:13.828
Or we could give them a link.
417
00:30:13.968 --> 00:30:14.909
Let's brainstorm that.
418
00:30:15.190 --> 00:30:18.113
So that was a pretty mediocre audio on my part.
419
00:30:18.374 --> 00:30:20.176
But now I'm on the spot recording this video.
420
00:30:20.196 --> 00:30:21.317
So I'm just going with it.
421
00:30:21.958 --> 00:30:24.141
But first, I just need to get some thoughts down.
422
00:30:24.762 --> 00:30:29.748
If I had thought through this example more before I started here, I might have had a lot more I could have said.
423
00:30:29.868 --> 00:30:30.930
Let's see what it comes back with.
424
00:30:31.150 --> 00:30:36.054
You can pause your screen and read all this if you want to, but basically it gave me back four or five things.
425
00:30:36.194 --> 00:30:38.215
It's asking if I really want to do all five benefits.
426
00:30:38.256 --> 00:30:39.116
Of course, I don't.
427
00:30:39.196 --> 00:30:42.839
I just wanted to get some ideas from it.
428
00:30:43.339 --> 00:30:49.324
So in this case, I would say, no, I only want to focus on everything related to the heat.
429
00:30:51.119 --> 00:30:52.339
and protecting the property.
430
00:30:52.979 --> 00:31:01.181
And the side benefit is the outcome of how your property makes you feel and how it looks, especially if you're entertaining over the summer.
431
00:31:01.381 --> 00:31:05.542
Again, maybe way too much information for the email, but that's the gist of it.
432
00:31:05.602 --> 00:31:13.104
We're first pushing on the benefits of mulch due to the heat that everybody's experiencing right now, so they'll understand it.
433
00:31:13.684 --> 00:31:19.985
And then we're subtly mentioning the look of the property, especially for those that are entertaining.
434
00:31:21.252 --> 00:31:24.793
And then here it's pushing back on something about using the just reply.
435
00:31:26.654 --> 00:31:31.736
I want to use just reply for now because it's the simplest, least friction way for the client to respond.
436
00:31:31.776 --> 00:31:35.237
And we have technology that will handle the inbound messages.
437
00:31:35.618 --> 00:31:36.578
So I'm not concerned about it.
438
00:31:39.628 --> 00:31:44.331
So something else I often do is I tend to write a lot of this out myself.
439
00:31:44.452 --> 00:31:48.454
So I'll just do a brain dump and I'll just write a concept.
440
00:31:49.055 --> 00:31:50.736
And I think that's really important as well.
441
00:31:50.796 --> 00:31:52.017
There's lots of ways to do this.
442
00:31:52.157 --> 00:31:56.100
That's not the one I'm demoing, but it's very common for me to write it out.
443
00:31:56.440 --> 00:32:01.404
That way I get my thoughts down and I'm not being completely influenced by the model.
444
00:32:02.745 --> 00:32:03.966
And that's something else to consider.
445
00:32:05.206 --> 00:32:06.888
I'm going to pause, read this, and I'll be back.
446
00:32:08.093 --> 00:32:10.975
You can read this if you want, but I'm going to just go quick here.
447
00:32:12.096 --> 00:32:12.856
We can do one and two.
448
00:32:12.896 --> 00:32:14.117
I don't want to do number three.
449
00:32:15.598 --> 00:32:16.499
We can do one and two.
450
00:32:16.559 --> 00:32:20.581
I don't want to do number three because we do not want people to cut back their irrigation system.
451
00:32:21.642 --> 00:32:22.663
Do not use number four.
452
00:32:22.683 --> 00:32:24.064
It takes the email in a different direction.
453
00:32:24.084 --> 00:32:29.647
All right, so the point of this is not to actually write a good email.
454
00:32:30.268 --> 00:32:31.409
That will take too long here.
455
00:32:31.769 --> 00:32:36.312
So let me just run you now through, once you've got something, some different ways to think about this.
456
00:32:37.253 --> 00:32:37.533
So...
457
00:32:38.850 --> 00:32:41.131
First, I'm going to have it channel somebody else.
458
00:32:43.772 --> 00:32:49.894
Rewrite this email the way Alex Hormozzi would write it and make sure that he knows who my avatar is and he's using my avatar.
459
00:32:51.154 --> 00:32:52.255
So I'll just tell you right now,
460
00:32:53.433 --> 00:32:55.054
I'll do this just to show you a couple.
461
00:32:55.094 --> 00:33:11.801
The problem with using someone like Alex Mosey is, even though I can tell the system to use my avatar and it knows who my avatar is, the problem with using somebody like Alex is, the way he writes and the way he talks, he talks very much to a male audience and he talks to a business audience
462
00:33:11.881 --> 00:33:12.141
owner.
463
00:33:12.541 --> 00:33:15.022
He also knows who his buyer is.
464
00:33:15.042 --> 00:33:26.104
And his buyer is probably someone who already has and who he's talking to is probably someone who already has a fairly successful business that can afford to write a $5,000 check to enter the lowest tier of his world.
465
00:33:26.544 --> 00:33:35.686
And I know he is selling a book, but so everything about the way he writes and talks is specific to that kind of, he has a very style.
466
00:33:35.986 --> 00:33:40.947
Now, the one thing I do like about Alex and why I did use him here is I don't use
467
00:33:42.144 --> 00:33:47.293
examples from him much, but he is excellent at writing very brief.
468
00:33:47.793 --> 00:33:51.800
We take something complex and shrink it into a few words, okay?
469
00:33:51.860 --> 00:33:54.605
And so it'll simplify the messaging significantly.
470
00:33:55.607 --> 00:33:57.068
All right, so that's point number one.
471
00:33:57.108 --> 00:34:05.074
So what you might want to do is find a number of people who are really good copywriters, okay?
472
00:34:05.094 --> 00:34:08.256
And you figure out what it is that they're really good at.
473
00:34:09.116 --> 00:34:14.200
I like Alex just to help me take nine words and make them five.
474
00:34:15.621 --> 00:34:17.102
You might use somebody else.
475
00:34:17.122 --> 00:34:18.223
It's like I could say...
476
00:34:19.648 --> 00:34:27.353
Now rewrite this letter in Gary Halbert's voice, but channel the Bourne letters, not his normal writing.
477
00:34:29.674 --> 00:34:41.561
So the reason I did the Bourne letters from Gary Halbert is because he brings you into his writing in a totally different way than Alex or many other people.
478
00:34:42.202 --> 00:34:43.683
Okay, so now why would I do this?
479
00:34:44.585 --> 00:34:50.148
I would do this not because I'm gonna take their writing and use it, I would do this because I'm just looking for ideas.
480
00:34:50.268 --> 00:34:52.309
I'm looking for an angle.
481
00:34:54.130 --> 00:35:00.273
So he starts with, I stepped outside this morning and it was already brutal.
482
00:35:00.693 --> 00:35:05.235
You know the kind of heat I mean, the kind where you're sweating before you reach the mailbox.
483
00:35:05.395 --> 00:35:08.177
Like he brings you into the story, he's a storyteller.
484
00:35:08.677 --> 00:35:10.238
So you could use,
485
00:35:11.378 --> 00:35:21.404
anybody that's a good writer and you can swipe pieces of their copy, it's not that you'll use the exact paragraph, it'll give you an angle.
486
00:35:21.904 --> 00:35:25.146
And then you take all that and you go back and you write your own thing.
487
00:35:25.226 --> 00:35:31.189
Or you grab this and you grab, it's like, hey, I want to focus on this angle right here.
488
00:35:32.418 --> 00:35:35.859
and help me rewrite it in my voice, in the CityTurf voice.
489
00:35:36.599 --> 00:35:42.160
At the end of the day, I'm still writing the email, but I'm trying to find all the best examples.
490
00:35:42.560 --> 00:35:52.423
So I might say, hey, channel, give me 10 subject lines from Dan Kennedy, Gary Halbert, John Carlton, Alex Hormozzi.
491
00:35:53.723 --> 00:35:54.543
I can keep going.
492
00:35:55.284 --> 00:35:58.384
And I'm gonna just look through them and see if I find one that grabs me.
493
00:35:58.404 --> 00:36:00.825
And then that's gonna be maybe an angle that I take.
494
00:36:01.995 --> 00:36:05.979
Now let's just say I find something that I like, okay?
495
00:36:07.060 --> 00:36:09.102
And again, this is, I'm going very quick.
496
00:36:09.222 --> 00:36:11.844
I'm going to take this over to, say, ChatGPT.
497
00:36:12.365 --> 00:36:13.546
I'm going to record a prompt.
498
00:36:15.067 --> 00:36:18.230
Hey, I'm writing an email for CityTurf using my normal avatar.
499
00:36:19.051 --> 00:36:20.372
You reference all my guides.
500
00:36:21.433 --> 00:36:25.897
And again, we're upselling mulch to our clients.
501
00:36:26.958 --> 00:36:27.499
Okay, so...
502
00:36:28.738 --> 00:36:29.678
That's pretty lousy.
503
00:36:29.878 --> 00:36:32.219
I would not actually record a prompt like that.
504
00:36:32.539 --> 00:36:35.480
But, and then I would, oh, one more thing.
505
00:36:36.660 --> 00:36:37.781
Here's what I've got so far.
506
00:36:37.801 --> 00:36:38.981
I want you to tear it apart.
507
00:36:40.241 --> 00:36:44.263
And then I'd go, and then I'd give it a better prompt than that as well, but I'd tell it what I wanted to do.
508
00:36:44.283 --> 00:36:47.663
I wanted to, I wanted to challenge me.
509
00:36:47.683 --> 00:36:49.224
I wanted to surface new ideas.
510
00:36:49.264 --> 00:36:55.246
I wanted to think about what Miss Smith, who's 42 with two kids at home living in this city,
511
00:36:56.486 --> 00:36:57.606
She's a stay-at-home mom.
512
00:36:57.646 --> 00:36:58.447
How would she feel about it?
513
00:36:58.467 --> 00:37:03.168
I'd go into that whole thing, and then I'd have Chachi PT challenge it, okay?
514
00:37:03.428 --> 00:37:08.510
So now, and I don't always do all of this, but it points out several ways you could use it.
515
00:37:08.550 --> 00:37:10.090
So it's gonna bring back something.
516
00:37:10.550 --> 00:37:11.831
So when it brings it back,
517
00:37:12.571 --> 00:37:25.497
I oftentimes might just, I'm not even going to read all this because I'm already 17 minutes in here, but when it brings it all back, I might just copy all of this and then I'll go paste it into Claude and I'll say, hey, this is what Chachi Petit said.
518
00:37:25.517 --> 00:37:34.722
And then I'll grab from Claude whatever it says and I'll have the two go back and forth.
519
00:37:41.068 --> 00:37:46.192
And so basically I'll give them both, I'll just have them go back and forth.
520
00:37:46.212 --> 00:37:50.016
So when it gives me an answer here, I'm gonna take it, I'm gonna go back to chat GPT.
521
00:37:50.276 --> 00:37:51.577
I'm gonna have them kind of fight it out.
522
00:37:51.637 --> 00:37:59.724
Now I interject in the middle to kind of direct them and tell, but I'm trying to surface, I'm trying to get them to fight it out to surface the best ideas.
523
00:38:00.124 --> 00:38:07.791
Doesn't mean I'll use it, but I do find it really helps narrow the thinking and it helps me move in the right direction.
524
00:38:08.999 --> 00:38:10.901
All right, so again, it's going to come back with something.
525
00:38:11.041 --> 00:38:14.864
I'd grab its response, and then I'd paste in ChatGPT, and I'll just make them fight.
526
00:38:15.305 --> 00:38:17.667
Okay, so let's move on to just a couple other ideas.
527
00:38:18.127 --> 00:38:20.129
So let's say I read the email, and I...
528
00:38:21.770 --> 00:38:23.431
We do not want to do any discounting.
529
00:38:23.471 --> 00:38:26.512
We need to create a reason why.
530
00:38:27.332 --> 00:38:29.253
So help me write this concept.
531
00:38:30.093 --> 00:38:32.074
We bought two semis of mulch.
532
00:38:32.214 --> 00:38:36.696
We saved 20% by prepaying for the mulch and buying it all at one time.
533
00:38:36.976 --> 00:38:39.437
We're passing all of that savings onto our clients.
534
00:38:40.438 --> 00:38:47.080
We can do 74 mulch jobs before we run, we're guessing before we run out.
535
00:38:48.161 --> 00:38:50.502
Help me write up that angle as a reason why.
536
00:38:51.837 --> 00:38:54.778
So again, I'm not going to bother showing you the output.
537
00:38:55.038 --> 00:38:59.440
The point here is that this is an example of where you now want to challenge it.
538
00:39:01.141 --> 00:39:04.162
Another way you might use it is right now it's writing in our voice.
539
00:39:05.810 --> 00:39:11.217
I might tell it, I want you to change the sound and I want you to write in the voice of Sarah in our office.
540
00:39:11.257 --> 00:39:14.020
I want to make it sound like it's a female writing to a female.
541
00:39:15.001 --> 00:39:21.369
You run through all these scenarios and then what you do is you read them and you find the best...
542
00:39:22.563 --> 00:39:26.645
or you merge together a bunch of these ideas and you find the best approach.
543
00:39:26.685 --> 00:39:33.269
And then when you kind of get that general structure built, then you have it rewrite it in your voice.
544
00:39:33.649 --> 00:39:34.849
That's the gist of the idea.
545
00:39:35.590 --> 00:39:37.431
So the takeaway here is,
546
00:39:38.251 --> 00:39:44.456
For this to be smart, to get good output, it's not just, hey, give me this thing and then you take it and you mail it.
547
00:39:44.837 --> 00:39:47.259
It's just, the copywriting is not good enough.
548
00:39:47.339 --> 00:39:48.119
It doesn't convert.
549
00:39:48.520 --> 00:39:49.761
It's not your voice.
550
00:39:50.241 --> 00:39:51.402
It doesn't sound like you.
551
00:39:51.662 --> 00:39:52.723
It's not on brand.
552
00:39:53.223 --> 00:39:54.965
It doesn't know your avatar.
553
00:39:55.025 --> 00:39:56.246
That's why you need the guides.
554
00:39:56.266 --> 00:39:58.047
That's why it needs to learn over time.
555
00:39:58.508 --> 00:40:00.409
But the general process is,
556
00:40:01.210 --> 00:40:10.398
You might start by just doing a brain dump, getting it down on paper or talking to your AI model, just a complete brain dump of every idea you have.
557
00:40:10.638 --> 00:40:15.221
Do you have any previous writing, anything around this topic that you've ever created before?
558
00:40:15.662 --> 00:40:19.045
Paste it in, screenshots, uploads, files, doesn't matter.
559
00:40:20.165 --> 00:40:24.226
And then you get started and you just run through this process like I ran through.
560
00:40:24.246 --> 00:40:28.148
And just try all kinds of different angles until you find what grabs you.
561
00:40:28.428 --> 00:40:31.789
And then you start to zero in and then you start to go down that road.
562
00:40:32.189 --> 00:40:35.030
And then you challenge aspects of it.
563
00:40:35.411 --> 00:40:36.991
You challenge the subject lines.
564
00:40:37.031 --> 00:40:38.532
You have it give you lots of examples.
565
00:40:38.552 --> 00:40:39.792
You challenge the offer.
566
00:40:39.872 --> 00:40:41.553
You challenge the response mechanism.
567
00:40:41.913 --> 00:40:46.735
Like you break it down into pieces and you say, give me three alternative ideas to this.
568
00:40:47.815 --> 00:40:52.079
What would create the least friction possible to get the response?
569
00:40:53.241 --> 00:40:56.664
What would be the dream come outcome for my client?
570
00:40:56.844 --> 00:40:59.146
Like you just go through all those and you ask questions.
571
00:40:59.447 --> 00:41:00.768
So this is a bit of work.
572
00:41:00.988 --> 00:41:02.069
It's not easy.
573
00:41:02.430 --> 00:41:10.438
But the general idea is you've got to give it tons of context, tons of examples, iterate, iterate, iterate, have a couple of models fight,
574
00:41:12.140 --> 00:41:17.369
with each other, and then what will surface is something that you feel really good about.
575
00:41:18.542 --> 00:41:20.043
Have it simplify the language.
576
00:41:20.123 --> 00:41:21.544
Write it at an eighth grade level.
577
00:41:21.604 --> 00:41:22.785
Write it at a fifth grade level.
578
00:41:23.005 --> 00:41:26.787
Any word that does not sound like you and does not sound like your company, do not take it.
579
00:41:27.307 --> 00:41:27.808
Change it.
580
00:41:29.109 --> 00:41:30.009
Make it yours.
581
00:41:30.810 --> 00:41:37.974
And just the idea that we give a very small prompt, we take whatever it gives us, and we just send it, that does not work.
582
00:41:38.634 --> 00:41:40.075
It does not convert very well.
583
00:41:40.315 --> 00:41:43.677
Yeah, you can knock it out quickly, but to create something...
584
00:41:44.964 --> 00:41:50.958
using AI doesn't actually, in my opinion, take less time than if you had done it the old school way and done it yourself.
585
00:41:52.275 --> 00:42:00.121
Rather, it takes the same amount of time and sometimes more, but it probably surfaces a better work product.
586
00:42:00.682 --> 00:42:04.485
It surfaces better output that might have a better chance of converting.
587
00:42:04.505 --> 00:42:06.206
That is more likely to be on brand.
588
00:42:06.226 --> 00:42:13.352
It's more likely to use the statements and the phrases and the USP and the thinking of the company.
589
00:42:13.892 --> 00:42:15.173
And that's why you use AI.
590
00:42:15.213 --> 00:42:16.314
It's not to speed it up.
591
00:42:16.454 --> 00:42:17.295
It's to make it better.
592
00:42:18.405 --> 00:42:25.079
Context, examples, iterate, fight, challenge, and then refine.
593
00:42:25.822 --> 00:42:26.847
That's the model I use.
594
00:42:27.511 --> 00:42:28.174
I hope that helps.
1
00:00:00.031 --> 00:00:01.352
Hello, home service business owners.
2
00:00:01.512 --> 00:00:02.933
Today's a very special episode.
3
00:00:02.973 --> 00:00:10.477
Typically, Jonathan Patoshnik and I do a podcast every single Wednesday, and we've done it for four or five months now, every single week.
4
00:00:11.357 --> 00:00:20.402
Today, he's out in Alaska, he's traveling, so we figured we'd do an async podcast where instead of us talking together, we're actually gonna show you something live.
5
00:00:20.823 --> 00:00:24.224
Now, over the past several months, as we've done the podcast, one of the major themes has been AI.
6
00:00:25.878 --> 00:00:39.113
And I know for a lot of business owners, AI can seem a little intimidating, or you feel like you're not technical savvy enough to use the tools, or you might have even think that like it's just these big tech companies making a bunch of money, and it's putting the small guy behind.
7
00:00:39.653 --> 00:00:40.374
And that might be true.
8
00:00:40.474 --> 00:00:43.137
We're not going to change that as home service business owners, as small business owners.
9
00:00:43.157 --> 00:00:44.479
We're not going to change that ourselves.
10
00:00:45.059 --> 00:00:57.708
And so I would like you to be able to use these tools to be able to grow your business and have this be a wave that you ride and you continue to be in the top one to 5% in your market by using these tools.
11
00:00:58.348 --> 00:01:05.252
And so today we're actually going to show you examples of using AI and we can talk about AI and how cool it is.
12
00:01:05.292 --> 00:01:07.614
And you've probably heard us talk a lot and you're like, it's cool.
13
00:01:07.654 --> 00:01:08.635
I just, I want to see it.
14
00:01:09.235 --> 00:01:13.518
And that's what today's podcast for this today's show is going to be all about is that showing you.
15
00:01:14.390 --> 00:01:18.952
a screen recording of us just doing AI related tasks that are useful in our business.
16
00:01:19.272 --> 00:01:20.173
So it's gonna start off with me.
17
00:01:20.773 --> 00:01:26.836
I'm going to be showing you how to do a CO briefing to be able to get all the inputs you need for your business.
18
00:01:26.856 --> 00:01:30.477
So as you're scaling a really large company, you don't need to be in the weeds.
19
00:01:30.497 --> 00:01:38.781
You don't need to be micromanaging anyone inside of your business because you're getting a briefing at the end of the day to know what's going on in marketing, operations, sales, admin,
20
00:01:39.321 --> 00:01:45.603
and every aspect of the business so you don't get distracted and you don't have to micromanage people or have a whole bunch of meetings that take all your time.
21
00:01:46.343 --> 00:01:56.807
I'm going to be doing that for about 10 to 15 minutes, showing you how to set that up and how I am using that in the upcoming Texas Challenge to make sure I'm alerted to any problems in the business
22
00:01:57.347 --> 00:02:07.493
and I can see what's happening in terms of churn, new customers being added, which services are being added at a very high level each every single day, and just send it to me on Slack.
23
00:02:07.793 --> 00:02:11.015
I'm gonna show you how I set that up using the connection to HomeWorks.
24
00:02:11.676 --> 00:02:22.622
Then JP is gonna step in, and he's gonna talk about how to use AI to make sure that your copy, your text, is really solid when it comes to writing emails, whether it be a marketing email, whether it be an estimate email,
25
00:02:24.103 --> 00:02:29.368
It could also be used for things like copy on marketing, like a flyer, a door hanger, your website.
26
00:02:29.768 --> 00:02:31.890
And so I think these are two really solid use cases.
27
00:02:32.510 --> 00:02:40.297
And if you enjoy this, please, in the comments, let us know what else you'd like to see, because this is just the tip of the iceberg of what JP and I use AI for.
28
00:02:40.857 --> 00:02:41.738
So we're going to start with mine.
29
00:02:41.758 --> 00:02:53.984
I'm going to be talking about that high-level CEO kind of daily briefing so that you can run a large company because inside of Texas, when I go there, I'm not going to spend more than 10 hours per week working on the business.
30
00:02:54.725 --> 00:03:01.568
And if I'm going to do that, it means I need to have a lot of data in a short amount of time and I can't be sending out meetings and going and talking to a bunch of people.
31
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I need it consolidated quickly for me and I can use AI to do that.
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And then I'm going to kick it over to JP where he is going to show us how to not make AI slop.
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when it comes to your emails and your marketing message that you're sending to your customers.
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All right, so the very first step we want to do is connect our AI tool to our homework account using MCP.
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So MCP is just a fancy term for connecting your AI agent.
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So that could be ChatWT, that could be...
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Claude, that could be Manus, directly to my Homework account.
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Now, this is the Homework account that I am going to be using in Texas.
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So there is no customer data in there right now.
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But when I'm in Texas, you'll be seeing me talking to my agent a lot.
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And it's going to be all through this platform connected directly into my homeworks account.
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So that way, instead of logging into homeworks to create a customer or to send something or to create an estimate, all of that can now be done just from an agent and more importantly, get a lot of really valuable insights and data.
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So, inside the help articles inside of Manus, it has instructions how to connect to ChatDVT,
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Claude, Manis, it takes like two minutes.
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So instead of even reading it, what I'm going to do is I'm just going to copy the help article.
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I'm going to tell Manis to connect it for me.
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Can you connect to my HomeWorks account?
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Here is the help article with the instruction on how to do that.
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Then I'm just going to drop the link right in here.
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I will use this chat as a way to be able to get insights, set up automations,
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and get reminders for myself on a daily basis, as well as CEO briefs of what's happening inside of my homework account.
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So I just wanna make the connection for now.
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That's literally all you need to do.
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It's going to go ahead and get this running, and I'm gonna log in using my homework's login information.
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It's called OAuth.
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All I have to do is put my login information, which is my username and my password, and it gets all of that connected immediately.
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So it's literally doing this on the background.
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Again, this is the foundational layer for everything else that I'm going to talk about, which is using this, whether it be Chatwt, Claude, Manus, anything with an MCP access to be able to do a lot of really cool stuff inside of your account.
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And what's cool about this is it can have read access, which allows me to be able to see the data inside of my account and get really good data analysis, which, you know, pricing analysis, churn analysis,
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and look inside of my account and see the data.
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It also allows me to do write analysis or writing into my account.
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So creation of an estimate, creation of an invoice.
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And we're adding more and more functionality around like even adding tags.
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So let's see here.
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Recommended for this task.
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So it's already picked up on the fact that there's a Homeworks Remote MCB Server.
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Let's go ahead and apply that.
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So you could literally just go through this and there's like a...
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You could set this up the way you're supposed to and read all of this.
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But again, the whole cool thing about AI is like, I just copied the help article link into the agent and like, hey, set this up for me.
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And it'll ask me what it needs from me.
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And the only part I'm not gonna show here is me logging in and typing in my username and password.
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Okay, and just like that, you can see it says your homework account is connected.
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I enabled the existing homework connector and play a successful read-only verification against its API schema.
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No records were created, changed, no automations or reminders were configured.
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You can now ask for homeworks insights, daily reminders, automations, or SEO brief styles and feature measures.
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Okay, cool.
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So now it's connected to my homeworks account.
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And because I have a general manager, he'll be hiring people.
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I have command center accessing my account and setting up new customers, doing chats, sending estimates, emailing, texting, setting up automations, all of the other stuff.
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I just want a daily brief that is going to tell me what I need to know.
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at a high level what's happening.
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Specifically because this location, I am going to be there for six months, and I wanna know at least what's going on.
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Like, how many new customers do we get?
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Who canceled?
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Why did they cancel, et cetera?
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So I'm going to try to set up a daily CEO briefing, where at the end of each day, it tells me everything that happened.
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So I'm just gonna talk to it.
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I don't have any source script right now.
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I'm just gonna talk to it for a bit.
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All right, so I'm gonna be in Texas for the next six months, and I want to have a end of day briefing,
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I'm thinking at 7 p.m. local time in Dallas, Texas.
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I want to have a briefing that's going to basically recap everything that happened throughout the day.
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So specifically, I want to know the number of leads that were added.
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I want to see how many estimates were sent.
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I want to see how many estimates were accepted.
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I want to see also based upon me also connecting my ads account.
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I want to know what my cost per lead is for that day on Facebook, as well as Google.
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I think.
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It's really important to that I know if customers are leaving.
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So if anyone cancels service, I need to know about it.
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I also want to know what's being accepted.
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So when you look at the estimates that are being accepted, I want to look at the items and services.
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And since I'm offering mowing and I'm offering lawn treatments, I want to know...
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When you give me the briefing, like how many of the customers that are being added have just mowing and how many of them have mowing and treatments and how many of them just have treatments.
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So I want to see that breakdown.
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Yeah.
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it'll be valuable for me to be able to know where to deploy the marketing dollars.
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I also want to be doing an analysis of where people heard about us.
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So that way, even if they're not coming directly from Facebook ads or Google ads, like if they're sitting in our trucks, I don't even know about that.
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So on a daily basis, I would like you to see the referral source that is inside of their HomeWorks account.
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And so where it asks, where did you hear about us?
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I need to know about that in my daily brief and get to know what's happening.
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Now, each day that you send me...
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My brief, I want to know these numbers for that day, but I also want to know it for the last rolling 30 days for all of these numbers, the cost per lead, the if customers are leaving, like the churn rate.
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So I want to be able to know what my churn rate is.
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I want to know if someone left, why they left, and I want that all surfaced inside my briefing.
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And this is so that way I can make sure that quality control is good.
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And if there's any sort of issues out in the field that I'm aware of it, even though I might not be seeing the notes from command center, I also want to kind of in the daily briefing, I want a synopsis of any issues that are happening.
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So customer complaints, calls to command center, any sort of issues with the operations of the business.
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I'm mostly focused on the strategy, the marketing and the advertising, but I do want to keep a pulse on the quality control,
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And any sort of complaints that might be occurring.
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And let's go ahead and start there.
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Go ahead and ask me three questions to make this super powerful of something I might be missing in my daily brief, based upon everything that you can see in the exposed API of homework.
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Okay, so go ahead.
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I went ahead and just talked to it for a long period of time there.
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It kind of organized.
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It looks like into a bit of a chart of everything I want inside of the document or inside of the automation.
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See what happens.
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So this is going to take a little second.
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It's going to create this automation on a daily basis.
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Okay.
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So it says to make the 7 p.m. day Dallas end of day brief, generally decision useful.
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Please answer these three questions.
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I mean, this is a great question as literally, as I said this, I was like, Oh, I should have told it to put it to my Slack.
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So yeah, for number one, okay, let's just go here.
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Yeah, so for number one, delivering escalation, let's go ahead and put this into my Slack underneath my EA channel.
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So you might not use Slack, but I have what's called an EA or executive assistant where anything that's automated around my summaries that I use from AI go to this specific channel.
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So there's just one place that I always know all of my summaries are at.
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across Notion, Slack, wherever it's pulling from across the different companies.
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So it's useful for me.
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But you could have this send you an email.
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You could have this to have an automation that pops up inside of Manus or whatever platform you're using.
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Obviously there's connectors.
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So see, I can connect all these different apps into Manus.
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So it can see Notion.
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It can see Slack, Stripe, Excel payments.
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I can see all of my email stuff.
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you can see homeworks now there's my homework one let's go it's it's connected to my email so i can have it like put stuff in my calendar i can have it send me emails but i have for me personally i put all all in my slack channels all right let's see the second channel our second question they have here is uh let's see here measurement rules what should count as a lead and a customer leaving in your report okay let's go ahead and move this over here okay so in terms of number two for the measurement rules a lead is just anytime
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Any contact information is added to the account.
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This could be an abandoned cart.
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This could be someone just walking to the crew and giving them their information.
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Basically, any new contact added to the account should be considered a lead.
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I know I want to know where they're coming from.
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what that lead source is.
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And then in terms of customer leaving, if a customer is leaving, we're going to ask them why.
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And so you're going to have to look at the call notes from command center for us to be able to distinguish why they left, since they will call in and those notes will be left in the customer notes or the call notes for that specific customer.
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For churn, it needs to be that they explicitly cancel the recurring service.
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If they just paused for a service or skipped one, that should not count as churn.
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Okay, so again, I'm trying to create this kind of daily summary.
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And what I always like to do before I just tell it what to do is like, hey, what are the few things I might be missing?
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So I'm really happy it specifically called out the fact, like how do you want me to deliver this to you?
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And then also it wants more clarification, like what do you want us to consider as a lead?
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What do you want us to consider as a customer leading?
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So it's useful to be able to define those things.
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Marketing operation context, please connect or identify the specific Facebook or meta ads and Google ads accounts you included and confirm whether at home works.
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Where did you hear about us?
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Fuel is consistently required to intake is a great question.
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Okay.
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Also, which outcomes are very special?
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Okay, this is a great question.
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Okay.
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All right, for number three, I will add the Meta and Facebook Ads account connectors.
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And so you can see all the data that's coming in for that specific, for this specific Augusta Long Care location.
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When it comes to the where did you hear about us field, it is constantly added at Command Center if they call in, because we asked them that question.
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And also, if it comes from Google or Facebook, we are using UTM parameters to populate that field inside HomeWorks.
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So it should be accurate.
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don't see that field filled in, there's some ways that they can sometimes get in.
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And so you can just put unassigned or that's not, it's empty that we're not sure.
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We don't know where it's coming from.
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But I want to get as close to good lead attribution as possible.
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In terms of the cancellations, I do want to really highlight the 90 day turn versus the annual turn.
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So how many people turn in the first 90 days versus the entire year?
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So I can really pinpoint where customers are
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Okay.
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And if you have any sort of notes from command center as to why they left, anything about their refund, I definitely want to see that included next to their name.
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So on this one specifically, I want to know their name.
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If they turn, if they leave, they cancel a recurring service.
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I want to know their name.
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I want to know what service they had.
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I want to know why they canceled specifically.
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Okay, cool.
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So now I have given it everything it needs.
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It's going to be thinking for a second here.
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All right.
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So a few minutes later after the AI has worked, it has quite a bit of information for me.
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So the data model is a good fit for most of the briefing.
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I verified that homeworks can report newly created contacts and their stored source, date, estimate, send actions, accepted estimates, and the line items in recurring service series with a distinct cancellation timestamp.
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Critically, a paused series is distinct from a canceled series, so your churn definition can be applied without treating skips or pauses as churn.
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The daily brief will report the following for today and the prior 30 completed days.
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New context and attribution source, including unassigned,
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Estimate sent and accepted, accepted service mix, platform spend and cost per lead, explicit recurring service cancellations, 90 day churn, annual churn, and a quality control synopsis.
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Every cancellation will include the customer's name, canceled recurring services, cancellation date, reason for the available command center record, and any refund mentioned.
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The current day's advertising operational figures will be clearly marked preliminary at 7 p.m. before late data can still arrive.
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For service mix, I'll classify each accepted estimate as mowing only, treatments only, or mowing and treatments from its accepted line items.
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I checked the current item catalog and found mowing and initial mow, but no clearly named treatment plan.
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This is great.
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So the HomeWorks account is brand new, and I haven't put my treatment packages in there yet.
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So it's only seeing mowing and initial mow as items and services right now.
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Please provide the exact item names that should count as treatments or confirm them that I should use a treatment keyword rule and flag unmatched.
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This is great.
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So it's trying to figure out exactly, hey, there's missing treatment stuff here.
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So.
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I will still need to connect Meta Ads and Google Ads, since I have not connected those here.
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But let's go ahead and see what an example of this might look like.
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Okay, this is excellent.
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I still need to add my treatments packages and items and services to my Homework account, since this is a brand new location.
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So I will do that soon.
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I will also connect my Meta Ads and Google Ads accounts shortly.
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But could you go ahead and send to my Slack channel an example of what this might look like and just pre-populate it with
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data for the business, assuming that I'm spending about $500 per day on ads, and that I'm getting about five to 15 new customers per day.
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And I have about four to five technicians out in the field.
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And just give me an idea of what this could look like fully filled out in operations while I'm in Texas.
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And just
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Don't use data from homeworks, just pre-populate it with stuff inside of my Slack channel.
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So I can see what this briefing is going to look like in terms of formatting.
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So this will be interesting to see what actually comes up with formatting, because I haven't given it a format.
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I haven't told it, okay, I want it to look like this just to spare you the extra time of that.
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But let's go ahead and see what it looks like and what, once it creates its daily executive report inside of Slack, how it looks.
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So we're back in Slack and it has posted to my EA channel.
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And this again, just as fictional data, but this is what you're, I'm gonna be getting every single day when I'm in Texas.
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And the reason for this is because if I'm not in operations, I still need a pulse on it.
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And if I'm not actually running the ad myself, since Augusta leads is doing that, I need to have a pulse on it because I'm not answering the phone because commands are doing it, I need a pulse on it.
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And so the whole objective
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of using AI in this case is that I don't have to be in the weeds and spending time looking over people's shoulder or micromanaging them, but rather I can just get a snapshot of what's happening, but be able to get the information I need to be able to take action in business or see where there's problems.
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So this is the example.
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I've got a snapshot, 7 p.m.,
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11 new contacts were added today 294 in the rolling 30.
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Oh, I see it did here.
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So it is like my daily estimates sent estimates accepted, et cetera.
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And then it does for what is in the last 30 days.
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That's great.
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Last rolling 30.
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Okay.
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So marketing has them that I'm spending on a spout on Facebook and meta or Instagram, Google ads, shows me what my cost per lead is.
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Awesome.
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It's very easy to connect your Facebook ads account and your Google ads account to be able to bring this data across.
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So that'll be easy.
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And then the lead attribution part of what's coming in from the homeworks dropdown of when homeworks is answering the phone.
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We also, we make sure that we use UTM parameters to bring across this automatically if an, a form is filled out from Facebook or Google.
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So it makes it more accurate.
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Okay.
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Then we got estimates accepted.
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How many were sent?
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How many are accepted?
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Accepted estimate conversion.
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So this was like my 40%, 42% close rate.
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One was mowing only, two was mowing and treatments, and then none of them were treatments only for this specific day.
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And then here's churn.
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Okay, this is great.
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So it shows the customer's name, what our 90 day churn is, and then our annual churn.
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Very good.
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And this is great.
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So it'll be pulling this from command center in terms of that.
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It'll be able to see all the call notes that are being added inside of homeworks and just give me a quick snapshot like what's happening in terms of bad stuff.
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So like this is a complaint.
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She reported clippings left near the side gate.
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The command center schedule the crew follow up and request a completion photo.
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Awesome.
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Another one is from Morgan question a mowing cadence change.
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The command center confirmed the weather driven route adjustment and set an expectation for the next visit.
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Excellent.
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Great.
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And then it says CEO focus for tomorrow.
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Review the two service quality follow-ups before route launch and ensure both have an owner and completion confirmation.
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Number two, keep a close eye on bundled service conversion.
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Fictional treatment attachment is strongest in accepted estimates while treatment's only volume is limited.
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Number three, tighten lead source capture on the 12 rolling 30 unassigned contacts before real came by.
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Great.
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So, again, this is just for illustration purposes.
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I have not connected my Facebook ads.
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I have not connected my Google account.
283
00:20:53.912 --> 00:20:59.736
But once I do that and I'm in Texas for the challenge, it's going to be popular with real actual data.
284
00:21:00.397 --> 00:21:04.980
But this is all in an effort to be able to delegate parts of the business to...
285
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and preserve my time so I can focus on strategy, focus on where the business should be going, and not have to spend more than 10 hours a week.
286
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I'm going to show you how I write messages.
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In this example, how I write an email marketing campaign to a client.
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This is such a common use case for AI, and that's why I've chosen it.
289
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But I will tell you, most people feel that other than building a website, doing a little data analysis, writing, that's about all you can do with AI.
290
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And that is entirely wrong.
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But I've chosen to go ahead and use this example because it's the most common way that most people use AI.
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And so I'm gonna show you how I do it.
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And I'm gonna keep it very brief, so I'm leaving out a ton of stuff.
294
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If we had a video camera rolling over my shoulder for two hours, you'd see so much more.
295
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Now, what I'll tell you is, I recently put a video on Five for 50, and I don't know what the headline's gonna be because they change, but it's something about AI,
296
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And the gist of the video is one question to ask yourself to find all the ways you can use AI inside your business because there are so many ways to use it other than just writing and other than just building websites and other than just writing software code.
297
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So many ways.
298
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So I encourage you to watch that video because it also gives examples of how you think about where you plug AI into your business.
299
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And I'm guessing you haven't heard these examples.
300
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It's a different way to think about AI.
301
00:22:38.393 --> 00:22:40.294
All right, I'm starting in Gemini.
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I don't use Gemini, I don't like Gemini, I don't like Grok, and I don't like Meta's AI models.
303
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I like Claude and I like ChatGPT.
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I'm sure all of that will change soon, and at some point, Gemini might be the best.
305
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Maybe Grok will be the best, I don't know.
306
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But at this moment in time, I think Claude and ChatGPT are the best based on all my use.
307
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I pay for all the models, and I think it's imperative that you do.
308
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Because Claude and Chachiputine know way too much about me, I'm writing an example email in Gemini just to get us started.
309
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So again, so many ways you can use AI, but I picked the one that so many of us probably predominantly use AI for just to show you a few different ways to think about it.
310
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So how do most people use AI to write?
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Starting in
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Gemini, I just as a quick example, I wrote, write me an email to my clients upselling mulch installation.
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Remember, I serve DFW.
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What information do you need to know to write this email?
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Ask me questions one at a time.
316
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Okay, this is the first problem.
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This is where most people start.
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They write, they type, and they don't know what to say.
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And as a result, they hardly tell the model anything.
320
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And as a result, they get an email like this, and it sucks.
321
00:24:07.514 --> 00:24:08.615
There's no other way to say it.
322
00:24:10.368 --> 00:24:16.875
So one thing I did that maybe many people don't do is I at least asked it to ask me questions one at a time.
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I gave it quick answers.
324
00:24:18.556 --> 00:24:19.798
Again, it wrote me an email.
325
00:24:20.538 --> 00:24:26.284
But first and foremost, the top level thing you have to do, in my opinion, is talk to it.
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And so I prefer to, you can use, of course, any of these tools to talk to it.
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I personally use a product called Whisperflow.
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I just hit a hot key on my keyboard and I just start talking and it records everything I'm saying and I just do a brain dump.
329
00:24:42.815 --> 00:24:45.717
So as an example, if I wanna write an email
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I just start talking.
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And if I don't know what to talk about, then I'll have it ask me questions.
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I'll have it prompt me.
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00:24:53.364 --> 00:24:58.468
And then I'll just record audio because if I have to type, I'll type 30 words.
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If I talk, I'll give it 300.
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And that is the key.
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And if you're somebody who doesn't like to talk and you'd rather type, it's going to take you way longer.
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I'd encourage you to still consider typing.
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Nobody's listening.
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Nobody.
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00:25:13.277 --> 00:25:19.521
it's just a machine, AI is just math, it's not actually intelligent, don't be embarrassed.
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00:25:19.801 --> 00:25:24.423
Just do a brain dump and who cares what you say, it'll figure it all out.
342
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It doesn't need to be clean, it doesn't need to be fancy, it doesn't need to be well organized.
343
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You just need to get all the thoughts out of your brain because that context is the context it will use to help you write.
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00:25:38.115 --> 00:25:48.058
So as an example, I was recording that as I was talking, and normally I would just hit the button, obviously, and then it would do its thing.
345
00:25:48.418 --> 00:25:49.978
All right, so let me get rid of that.
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00:25:50.999 --> 00:25:55.120
So first and foremost, I can't recommend enough that if you don't talk,
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Change that behavior.
348
00:25:57.938 --> 00:25:59.939
That alone will make a big difference.
349
00:26:00.439 --> 00:26:09.341
Now, because the model doesn't know a ton about me, I get back this boring email with the terrible headline, refresh your flowerbeds professional mulch installation.
350
00:26:09.381 --> 00:26:09.941
Who cares?
351
00:26:09.981 --> 00:26:10.521
Nobody cares.
352
00:26:10.821 --> 00:26:12.142
They're getting 90 emails.
353
00:26:12.462 --> 00:26:13.262
It's not exciting.
354
00:26:13.282 --> 00:26:14.482
It doesn't create curiosity.
355
00:26:14.502 --> 00:26:15.903
It doesn't create concern.
356
00:26:16.163 --> 00:26:18.883
It doesn't open a loop that you need answered.
357
00:26:18.903 --> 00:26:19.923
It doesn't do anything.
358
00:26:19.964 --> 00:26:21.064
It's a terrible subject line.
359
00:26:21.104 --> 00:26:21.744
It's boring.
360
00:26:22.324 --> 00:26:26.345
And then even looking at this email, it's like, I just don't even want to read it.
361
00:26:26.645 --> 00:26:28.807
Like it's I'll just put it that way.
362
00:26:28.827 --> 00:26:30.989
There's nothing about it that's interesting or exciting.
363
00:26:31.330 --> 00:26:32.971
There's nothing about it that's city turf.
364
00:26:33.231 --> 00:26:34.913
There's nothing about it that's my voice.
365
00:26:34.933 --> 00:26:39.217
There's nothing about it that uses the common language we use as a company.
366
00:26:39.557 --> 00:26:39.857
Okay.
367
00:26:40.338 --> 00:26:44.902
So this is what most people get back and it's not going to get you anywhere.
368
00:26:45.022 --> 00:26:45.723
It's not good.
369
00:26:46.463 --> 00:26:56.830
So one of the first things I highly recommend you create inside your business is if you're going to use AI to help you do any design work, I'd recommend you create what's called a style guide.
370
00:26:56.850 --> 00:26:57.791
Okay.
371
00:26:58.111 --> 00:27:01.073
And a style guide is basically just the look and feel.
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00:27:01.193 --> 00:27:02.093
It's the rules.
373
00:27:02.514 --> 00:27:03.935
It's how the logo is used.
374
00:27:04.035 --> 00:27:06.136
It's the colors that are allowed to be used.
375
00:27:06.777 --> 00:27:08.057
It's the fonts.
376
00:27:08.278 --> 00:27:09.378
It's the color codes.
377
00:27:09.418 --> 00:27:10.539
It's the printing codes.
378
00:27:10.639 --> 00:27:11.780
It's all of that stuff.
379
00:27:13.090 --> 00:27:22.637
And this is important for a whole ton of reasons, but for one, when you're designing, you can just upload it to AI and it will give it the rules.
380
00:27:23.178 --> 00:27:25.780
Well, the same is true of your communications.
381
00:27:26.979 --> 00:27:29.400
So I have a playbook that we have created.
382
00:27:29.440 --> 00:27:34.601
It's probably 11 pages and it's exactly how we communicate with the clients, how we say things.
383
00:27:34.641 --> 00:27:35.502
It's what we say.
384
00:27:35.522 --> 00:27:36.822
It's what we don't say.
385
00:27:36.922 --> 00:27:38.803
It's all the rules of communication.
386
00:27:39.443 --> 00:27:44.144
It teaches AI exactly how we communicate and it has exact examples.
387
00:27:44.765 --> 00:27:51.627
The brand messaging guide is our USPs, phrases we use, big concepts we push.
388
00:27:52.287 --> 00:28:02.551
It's everything around brand communication that we want to be very consistent on in the marketing across direct mail, across email marketing, across our website, et cetera.
389
00:28:03.132 --> 00:28:08.714
And I'm not gonna open these because I don't wanna show off all this stuff, but I highly recommend you make these.
390
00:28:09.394 --> 00:28:12.636
And it makes all of your writing better immediately.
391
00:28:12.876 --> 00:28:13.736
Here's the other problem.
392
00:28:14.176 --> 00:28:17.418
If you're doing the writing, eventually your models will,
393
00:28:18.472 --> 00:28:20.656
will learn, like mine learns about me.
394
00:28:21.337 --> 00:28:33.116
The problem is as soon as you want your team to do some writing, all this, everything that is coming out the way you want it in your model will not work when they start trying to write
395
00:28:34.017 --> 00:28:39.784
for the company or on behalf of the company because it doesn't know all the stuff you've taught it over a month or years.
396
00:28:40.244 --> 00:28:45.009
And that's where these guides and additional guides to this become really important.
397
00:28:45.330 --> 00:28:51.537
If I am having someone respond to reviews, then I have a review communication playbook.
398
00:28:52.802 --> 00:28:54.524
It's incredibly important.
399
00:28:55.044 --> 00:28:58.367
So your experience might be, well, I've been using this for a while and it's getting pretty good.
400
00:28:58.427 --> 00:29:01.069
Yeah, because you've iterated and it's learned.
401
00:29:01.750 --> 00:29:10.598
But if you go to a fresh instance on someone else's computer and you're asking them to now respond in the voice of the company, it doesn't know any of this stuff.
402
00:29:11.018 --> 00:29:12.540
So it has to have these documents.
403
00:29:12.900 --> 00:29:15.642
You can use AI to help you create these documents.
404
00:29:16.243 --> 00:29:17.084
But I will tell you,
405
00:29:18.911 --> 00:29:21.593
It's very rare I take what AI gets me.
406
00:29:21.713 --> 00:29:23.214
I fight it constantly.
407
00:29:24.215 --> 00:29:25.996
All right, so let's jump into writing an email.
408
00:29:27.217 --> 00:29:33.241
So the problem with having to do this on the spot is I'm sure I won't do as good of a job as I normally do, but I'm just going to go for it.
409
00:29:33.301 --> 00:29:33.601
All right.
410
00:29:34.822 --> 00:29:37.163
Writing an email to my CityTurf clients.
411
00:29:37.223 --> 00:29:40.826
We are upselling mulch and we...
412
00:29:42.668 --> 00:29:48.472
are talking about both the aesthetics, how it will make them look and feel after the mulch is installed.
413
00:29:48.972 --> 00:29:58.277
We are talking about, we're in the middle of summer heat right now, so we're talking about the benefits of laying down mulch to protect a, create a moisture barrier.
414
00:29:58.297 --> 00:30:03.801
Let me figure out three more things to talk about or three other considerations, prompt me one at a time.
415
00:30:03.821 --> 00:30:11.686
I need to figure out a CTA on this, and I want to make the response super simple, something like just reply.
416
00:30:12.626 --> 00:30:13.828
Or we could give them a link.
417
00:30:13.968 --> 00:30:14.909
Let's brainstorm that.
418
00:30:15.190 --> 00:30:18.113
So that was a pretty mediocre audio on my part.
419
00:30:18.374 --> 00:30:20.176
But now I'm on the spot recording this video.
420
00:30:20.196 --> 00:30:21.317
So I'm just going with it.
421
00:30:21.958 --> 00:30:24.141
But first, I just need to get some thoughts down.
422
00:30:24.762 --> 00:30:29.748
If I had thought through this example more before I started here, I might have had a lot more I could have said.
423
00:30:29.868 --> 00:30:30.930
Let's see what it comes back with.
424
00:30:31.150 --> 00:30:36.054
You can pause your screen and read all this if you want to, but basically it gave me back four or five things.
425
00:30:36.194 --> 00:30:38.215
It's asking if I really want to do all five benefits.
426
00:30:38.256 --> 00:30:39.116
Of course, I don't.
427
00:30:39.196 --> 00:30:42.839
I just wanted to get some ideas from it.
428
00:30:43.339 --> 00:30:49.324
So in this case, I would say, no, I only want to focus on everything related to the heat.
429
00:30:51.119 --> 00:30:52.339
and protecting the property.
430
00:30:52.979 --> 00:31:01.181
And the side benefit is the outcome of how your property makes you feel and how it looks, especially if you're entertaining over the summer.
431
00:31:01.381 --> 00:31:05.542
Again, maybe way too much information for the email, but that's the gist of it.
432
00:31:05.602 --> 00:31:13.104
We're first pushing on the benefits of mulch due to the heat that everybody's experiencing right now, so they'll understand it.
433
00:31:13.684 --> 00:31:19.985
And then we're subtly mentioning the look of the property, especially for those that are entertaining.
434
00:31:21.252 --> 00:31:24.793
And then here it's pushing back on something about using the just reply.
435
00:31:26.654 --> 00:31:31.736
I want to use just reply for now because it's the simplest, least friction way for the client to respond.
436
00:31:31.776 --> 00:31:35.237
And we have technology that will handle the inbound messages.
437
00:31:35.618 --> 00:31:36.578
So I'm not concerned about it.
438
00:31:39.628 --> 00:31:44.331
So something else I often do is I tend to write a lot of this out myself.
439
00:31:44.452 --> 00:31:48.454
So I'll just do a brain dump and I'll just write a concept.
440
00:31:49.055 --> 00:31:50.736
And I think that's really important as well.
441
00:31:50.796 --> 00:31:52.017
There's lots of ways to do this.
442
00:31:52.157 --> 00:31:56.100
That's not the one I'm demoing, but it's very common for me to write it out.
443
00:31:56.440 --> 00:32:01.404
That way I get my thoughts down and I'm not being completely influenced by the model.
444
00:32:02.745 --> 00:32:03.966
And that's something else to consider.
445
00:32:05.206 --> 00:32:06.888
I'm going to pause, read this, and I'll be back.
446
00:32:08.093 --> 00:32:10.975
You can read this if you want, but I'm going to just go quick here.
447
00:32:12.096 --> 00:32:12.856
We can do one and two.
448
00:32:12.896 --> 00:32:14.117
I don't want to do number three.
449
00:32:15.598 --> 00:32:16.499
We can do one and two.
450
00:32:16.559 --> 00:32:20.581
I don't want to do number three because we do not want people to cut back their irrigation system.
451
00:32:21.642 --> 00:32:22.663
Do not use number four.
452
00:32:22.683 --> 00:32:24.064
It takes the email in a different direction.
453
00:32:24.084 --> 00:32:29.647
All right, so the point of this is not to actually write a good email.
454
00:32:30.268 --> 00:32:31.409
That will take too long here.
455
00:32:31.769 --> 00:32:36.312
So let me just run you now through, once you've got something, some different ways to think about this.
456
00:32:37.253 --> 00:32:37.533
So...
457
00:32:38.850 --> 00:32:41.131
First, I'm going to have it channel somebody else.
458
00:32:43.772 --> 00:32:49.894
Rewrite this email the way Alex Hormozzi would write it and make sure that he knows who my avatar is and he's using my avatar.
459
00:32:51.154 --> 00:32:52.255
So I'll just tell you right now,
460
00:32:53.433 --> 00:32:55.054
I'll do this just to show you a couple.
461
00:32:55.094 --> 00:33:11.801
The problem with using someone like Alex Mosey is, even though I can tell the system to use my avatar and it knows who my avatar is, the problem with using somebody like Alex is, the way he writes and the way he talks, he talks very much to a male audience and he talks to a business audience
462
00:33:11.881 --> 00:33:12.141
owner.
463
00:33:12.541 --> 00:33:15.022
He also knows who his buyer is.
464
00:33:15.042 --> 00:33:26.104
And his buyer is probably someone who already has and who he's talking to is probably someone who already has a fairly successful business that can afford to write a $5,000 check to enter the lowest tier of his world.
465
00:33:26.544 --> 00:33:35.686
And I know he is selling a book, but so everything about the way he writes and talks is specific to that kind of, he has a very style.
466
00:33:35.986 --> 00:33:40.947
Now, the one thing I do like about Alex and why I did use him here is I don't use
467
00:33:42.144 --> 00:33:47.293
examples from him much, but he is excellent at writing very brief.
468
00:33:47.793 --> 00:33:51.800
We take something complex and shrink it into a few words, okay?
469
00:33:51.860 --> 00:33:54.605
And so it'll simplify the messaging significantly.
470
00:33:55.607 --> 00:33:57.068
All right, so that's point number one.
471
00:33:57.108 --> 00:34:05.074
So what you might want to do is find a number of people who are really good copywriters, okay?
472
00:34:05.094 --> 00:34:08.256
And you figure out what it is that they're really good at.
473
00:34:09.116 --> 00:34:14.200
I like Alex just to help me take nine words and make them five.
474
00:34:15.621 --> 00:34:17.102
You might use somebody else.
475
00:34:17.122 --> 00:34:18.223
It's like I could say...
476
00:34:19.648 --> 00:34:27.353
Now rewrite this letter in Gary Halbert's voice, but channel the Bourne letters, not his normal writing.
477
00:34:29.674 --> 00:34:41.561
So the reason I did the Bourne letters from Gary Halbert is because he brings you into his writing in a totally different way than Alex or many other people.
478
00:34:42.202 --> 00:34:43.683
Okay, so now why would I do this?
479
00:34:44.585 --> 00:34:50.148
I would do this not because I'm gonna take their writing and use it, I would do this because I'm just looking for ideas.
480
00:34:50.268 --> 00:34:52.309
I'm looking for an angle.
481
00:34:54.130 --> 00:35:00.273
So he starts with, I stepped outside this morning and it was already brutal.
482
00:35:00.693 --> 00:35:05.235
You know the kind of heat I mean, the kind where you're sweating before you reach the mailbox.
483
00:35:05.395 --> 00:35:08.177
Like he brings you into the story, he's a storyteller.
484
00:35:08.677 --> 00:35:10.238
So you could use,
485
00:35:11.378 --> 00:35:21.404
anybody that's a good writer and you can swipe pieces of their copy, it's not that you'll use the exact paragraph, it'll give you an angle.
486
00:35:21.904 --> 00:35:25.146
And then you take all that and you go back and you write your own thing.
487
00:35:25.226 --> 00:35:31.189
Or you grab this and you grab, it's like, hey, I want to focus on this angle right here.
488
00:35:32.418 --> 00:35:35.859
and help me rewrite it in my voice, in the CityTurf voice.
489
00:35:36.599 --> 00:35:42.160
At the end of the day, I'm still writing the email, but I'm trying to find all the best examples.
490
00:35:42.560 --> 00:35:52.423
So I might say, hey, channel, give me 10 subject lines from Dan Kennedy, Gary Halbert, John Carlton, Alex Hormozzi.
491
00:35:53.723 --> 00:35:54.543
I can keep going.
492
00:35:55.284 --> 00:35:58.384
And I'm gonna just look through them and see if I find one that grabs me.
493
00:35:58.404 --> 00:36:00.825
And then that's gonna be maybe an angle that I take.
494
00:36:01.995 --> 00:36:05.979
Now let's just say I find something that I like, okay?
495
00:36:07.060 --> 00:36:09.102
And again, this is, I'm going very quick.
496
00:36:09.222 --> 00:36:11.844
I'm going to take this over to, say, ChatGPT.
497
00:36:12.365 --> 00:36:13.546
I'm going to record a prompt.
498
00:36:15.067 --> 00:36:18.230
Hey, I'm writing an email for CityTurf using my normal avatar.
499
00:36:19.051 --> 00:36:20.372
You reference all my guides.
500
00:36:21.433 --> 00:36:25.897
And again, we're upselling mulch to our clients.
501
00:36:26.958 --> 00:36:27.499
Okay, so...
502
00:36:28.738 --> 00:36:29.678
That's pretty lousy.
503
00:36:29.878 --> 00:36:32.219
I would not actually record a prompt like that.
504
00:36:32.539 --> 00:36:35.480
But, and then I would, oh, one more thing.
505
00:36:36.660 --> 00:36:37.781
Here's what I've got so far.
506
00:36:37.801 --> 00:36:38.981
I want you to tear it apart.
507
00:36:40.241 --> 00:36:44.263
And then I'd go, and then I'd give it a better prompt than that as well, but I'd tell it what I wanted to do.
508
00:36:44.283 --> 00:36:47.663
I wanted to, I wanted to challenge me.
509
00:36:47.683 --> 00:36:49.224
I wanted to surface new ideas.
510
00:36:49.264 --> 00:36:55.246
I wanted to think about what Miss Smith, who's 42 with two kids at home living in this city,
511
00:36:56.486 --> 00:36:57.606
She's a stay-at-home mom.
512
00:36:57.646 --> 00:36:58.447
How would she feel about it?
513
00:36:58.467 --> 00:37:03.168
I'd go into that whole thing, and then I'd have Chachi PT challenge it, okay?
514
00:37:03.428 --> 00:37:08.510
So now, and I don't always do all of this, but it points out several ways you could use it.
515
00:37:08.550 --> 00:37:10.090
So it's gonna bring back something.
516
00:37:10.550 --> 00:37:11.831
So when it brings it back,
517
00:37:12.571 --> 00:37:25.497
I oftentimes might just, I'm not even going to read all this because I'm already 17 minutes in here, but when it brings it all back, I might just copy all of this and then I'll go paste it into Claude and I'll say, hey, this is what Chachi Petit said.
518
00:37:25.517 --> 00:37:34.722
And then I'll grab from Claude whatever it says and I'll have the two go back and forth.
519
00:37:41.068 --> 00:37:46.192
And so basically I'll give them both, I'll just have them go back and forth.
520
00:37:46.212 --> 00:37:50.016
So when it gives me an answer here, I'm gonna take it, I'm gonna go back to chat GPT.
521
00:37:50.276 --> 00:37:51.577
I'm gonna have them kind of fight it out.
522
00:37:51.637 --> 00:37:59.724
Now I interject in the middle to kind of direct them and tell, but I'm trying to surface, I'm trying to get them to fight it out to surface the best ideas.
523
00:38:00.124 --> 00:38:07.791
Doesn't mean I'll use it, but I do find it really helps narrow the thinking and it helps me move in the right direction.
524
00:38:08.999 --> 00:38:10.901
All right, so again, it's going to come back with something.
525
00:38:11.041 --> 00:38:14.864
I'd grab its response, and then I'd paste in ChatGPT, and I'll just make them fight.
526
00:38:15.305 --> 00:38:17.667
Okay, so let's move on to just a couple other ideas.
527
00:38:18.127 --> 00:38:20.129
So let's say I read the email, and I...
528
00:38:21.770 --> 00:38:23.431
We do not want to do any discounting.
529
00:38:23.471 --> 00:38:26.512
We need to create a reason why.
530
00:38:27.332 --> 00:38:29.253
So help me write this concept.
531
00:38:30.093 --> 00:38:32.074
We bought two semis of mulch.
532
00:38:32.214 --> 00:38:36.696
We saved 20% by prepaying for the mulch and buying it all at one time.
533
00:38:36.976 --> 00:38:39.437
We're passing all of that savings onto our clients.
534
00:38:40.438 --> 00:38:47.080
We can do 74 mulch jobs before we run, we're guessing before we run out.
535
00:38:48.161 --> 00:38:50.502
Help me write up that angle as a reason why.
536
00:38:51.837 --> 00:38:54.778
So again, I'm not going to bother showing you the output.
537
00:38:55.038 --> 00:38:59.440
The point here is that this is an example of where you now want to challenge it.
538
00:39:01.141 --> 00:39:04.162
Another way you might use it is right now it's writing in our voice.
539
00:39:05.810 --> 00:39:11.217
I might tell it, I want you to change the sound and I want you to write in the voice of Sarah in our office.
540
00:39:11.257 --> 00:39:14.020
I want to make it sound like it's a female writing to a female.
541
00:39:15.001 --> 00:39:21.369
You run through all these scenarios and then what you do is you read them and you find the best...
542
00:39:22.563 --> 00:39:26.645
or you merge together a bunch of these ideas and you find the best approach.
543
00:39:26.685 --> 00:39:33.269
And then when you kind of get that general structure built, then you have it rewrite it in your voice.
544
00:39:33.649 --> 00:39:34.849
That's the gist of the idea.
545
00:39:35.590 --> 00:39:37.431
So the takeaway here is,
546
00:39:38.251 --> 00:39:44.456
For this to be smart, to get good output, it's not just, hey, give me this thing and then you take it and you mail it.
547
00:39:44.837 --> 00:39:47.259
It's just, the copywriting is not good enough.
548
00:39:47.339 --> 00:39:48.119
It doesn't convert.
549
00:39:48.520 --> 00:39:49.761
It's not your voice.
550
00:39:50.241 --> 00:39:51.402
It doesn't sound like you.
551
00:39:51.662 --> 00:39:52.723
It's not on brand.
552
00:39:53.223 --> 00:39:54.965
It doesn't know your avatar.
553
00:39:55.025 --> 00:39:56.246
That's why you need the guides.
554
00:39:56.266 --> 00:39:58.047
That's why it needs to learn over time.
555
00:39:58.508 --> 00:40:00.409
But the general process is,
556
00:40:01.210 --> 00:40:10.398
You might start by just doing a brain dump, getting it down on paper or talking to your AI model, just a complete brain dump of every idea you have.
557
00:40:10.638 --> 00:40:15.221
Do you have any previous writing, anything around this topic that you've ever created before?
558
00:40:15.662 --> 00:40:19.045
Paste it in, screenshots, uploads, files, doesn't matter.
559
00:40:20.165 --> 00:40:24.226
And then you get started and you just run through this process like I ran through.
560
00:40:24.246 --> 00:40:28.148
And just try all kinds of different angles until you find what grabs you.
561
00:40:28.428 --> 00:40:31.789
And then you start to zero in and then you start to go down that road.
562
00:40:32.189 --> 00:40:35.030
And then you challenge aspects of it.
563
00:40:35.411 --> 00:40:36.991
You challenge the subject lines.
564
00:40:37.031 --> 00:40:38.532
You have it give you lots of examples.
565
00:40:38.552 --> 00:40:39.792
You challenge the offer.
566
00:40:39.872 --> 00:40:41.553
You challenge the response mechanism.
567
00:40:41.913 --> 00:40:46.735
Like you break it down into pieces and you say, give me three alternative ideas to this.
568
00:40:47.815 --> 00:40:52.079
What would create the least friction possible to get the response?
569
00:40:53.241 --> 00:40:56.664
What would be the dream come outcome for my client?
570
00:40:56.844 --> 00:40:59.146
Like you just go through all those and you ask questions.
571
00:40:59.447 --> 00:41:00.768
So this is a bit of work.
572
00:41:00.988 --> 00:41:02.069
It's not easy.
573
00:41:02.430 --> 00:41:10.438
But the general idea is you've got to give it tons of context, tons of examples, iterate, iterate, iterate, have a couple of models fight,
574
00:41:12.140 --> 00:41:17.369
with each other, and then what will surface is something that you feel really good about.
575
00:41:18.542 --> 00:41:20.043
Have it simplify the language.
576
00:41:20.123 --> 00:41:21.544
Write it at an eighth grade level.
577
00:41:21.604 --> 00:41:22.785
Write it at a fifth grade level.
578
00:41:23.005 --> 00:41:26.787
Any word that does not sound like you and does not sound like your company, do not take it.
579
00:41:27.307 --> 00:41:27.808
Change it.
580
00:41:29.109 --> 00:41:30.009
Make it yours.
581
00:41:30.810 --> 00:41:37.974
And just the idea that we give a very small prompt, we take whatever it gives us, and we just send it, that does not work.
582
00:41:38.634 --> 00:41:40.075
It does not convert very well.
583
00:41:40.315 --> 00:41:43.677
Yeah, you can knock it out quickly, but to create something...
584
00:41:44.964 --> 00:41:50.958
using AI doesn't actually, in my opinion, take less time than if you had done it the old school way and done it yourself.
585
00:41:52.275 --> 00:42:00.121
Rather, it takes the same amount of time and sometimes more, but it probably surfaces a better work product.
586
00:42:00.682 --> 00:42:04.485
It surfaces better output that might have a better chance of converting.
587
00:42:04.505 --> 00:42:06.206
That is more likely to be on brand.
588
00:42:06.226 --> 00:42:13.352
It's more likely to use the statements and the phrases and the USP and the thinking of the company.
589
00:42:13.892 --> 00:42:15.173
And that's why you use AI.
590
00:42:15.213 --> 00:42:16.314
It's not to speed it up.
591
00:42:16.454 --> 00:42:17.295
It's to make it better.
592
00:42:18.405 --> 00:42:25.079
Context, examples, iterate, fight, challenge, and then refine.
593
00:42:25.822 --> 00:42:26.847
That's the model I use.
594
00:42:27.511 --> 00:42:28.174
I hope that helps.
