Why Your Content Sounds Like Everyone Else | The Casey Zeman Show #2 ft. Brandon Lucero

Hey y'all, what's up? It's Casey Zeman here. Very excited about this episode of the podcast. I have on Brandon Lucero on with us today. Oh, I've been actually following Brandon for a while because he has created kick-ass videos in the past. And like, I, as a video guy myself, like, I'm like, dude, his shit is great. I'm on, I'm all on. And, and I know him from a mutual friend, James Wedmore, who I've also followed. Throughout the years and like I love the content that they were creating together. And so, so I follow— I've been following Brandon. The other thing I love about Brandon is that he is a— he's kind of like he helps you to create high converting messages, right? And as someone who, you know, does webinars, you know, teaches webinars, has a webinar platform like this resonates with me completely. The messaging that helps to connect and engage and move the needle for ROI, that's the content that is the most important. Thing. And so I, I love what you have going on, Brandon, the New Generation Entrepreneur. That's what it's, uh, that's, that's the brand. Um, and so on this, on, you know, on this very casual chill call, you know, well, we're, we're just gonna go in and, and talk about, you know, entrepreneurial struggles, what the new generation is, is experiencing maybe, you know, to understand, you know, in the wake of AI and the wake of transformation and change in the world economy and just all the frigging pieces that culminate together to create that, that mash us up into what we are right now. We're gonna, we're gonna talk about that. Now, we may not solve world hunger, but, but we'll, we'll get, we'll get pretty close.

Yeah, we'll get close.

Brandon, thank you for being on the call. I really appreciate it, man.

Yeah, of course. Thank you for having me. It's an honor. And one of the things I haven't mentioned to you yet is that back in the day I actually followed you. So we must be following each other, but like, I remember those early days of like the YouTube days and the video stuff. And I remember way early on, before you even were doing EasyWebinar, like I was watching your content when I was getting started and stuff. So this is, this is just a great coming together for me. Like, I, I'm really glad to be here. So thanks for having me, man.

That, that's awesome. Yeah. Yeah. Like that's, you know, that's the, the testament to like video content and like just putting yourself out there and, and, uh, you know, jumping in and, and doing it as messy as, as it is, you know?

Yeah.

And, and the discovery behind, through that entire process. So yeah, that's, that's, that's great. I love that. Yeah. I mean, James Wedmore and I were kind of like these old school video marketers, you know, that was my first program as a course creator, like YouTube, a YouTube product that was like to be a YouTube consultant, you know? Yeah, that was, that was kind of the journey there. So tell me about, so, uh, for first off, how do you, how do you, how are you and James connected? Because I know that you'd done stuff with James, like you do more and more stuff with James.

Yeah. So I mean, James is like my, my business bestie now. Like he actually just called me right before we got on here and he was like, you're not going to believe what happened today. And he's just so— he's like one of my best friends right now. But the way we got connected was actually back in those YouTube days. And so when I first got started, I had a company called Sold With Video and we started off selling real estate videos to real estate agents, doing listing videos and things like that. And then that got me into this whole world of like YouTube SEO. And I started to realize, well, what they really want is me ranked for these terms and how do we rank videos? And then that got me into this whole thing. And then I started selling that service to local business owners. And at the time, James had a YouTube product that he launched with Lewis Howes way back in the day.

Yeah.

And he said a lot of his customers were coming to him asking like, well, how do I sell the YouTube SEO? Because that's what his product was teaching. And he's like, I don't know how to do that. And so he found me and he was like, you're doing it. You're doing it successfully. You built a six-figure business around doing this. Why don't we partner? You create the course material and then I'll market it and we'll just be 50-50 partners. And so that's what we did. And we created a product called Local Video Academy. And it did— I don't remember exactly how much, but it was in the millions. Like it was like over the course of a couple of years, it did really well. And then we got— both of us kind of got tired with that product and what it entailed. And we just had different passions and we just split. We just went our different ways, but we just remained friends. And so, you know, over the years we've just become really, really close and that's how— where we are today. And we, you know, we both kind of went down a spiritual path as well and we connect on that.

Yeah.

And so that, yeah, that's where we're at.

I love that. That's so funny because that, that, that, that was the, the, the YouTube stuff. Like I had this like training called like the YouTube backdoor effect or Google backdoor effect where it was like it ranked on YouTube and it gets on the first page of Google and yeah. And I was that, I mean, that was before, before I created my course, I was doing, that was what I was doing. I was doing retainer work for like Estée Lauder, Dell, HarperCollins, and doing, helping with getting video ranked to get on the first page of Google. I remember some of my early training, man. It was just so—

Those were, those were the good old days. Those were so funky, man.

It was, it was like the bubble animations and stuff like that. It was, it's amazing.

I remember that.

Well, I love that. That's really cool. So we kind of had a kind of a similar journey in that regard. So tell, tell us a bit more about like, I would love to know a bit more about how you, the sort of what you see in the market and why this core focus is kind of necessary. You know?

Yeah, yeah. So, you know, for the last— when I got started with like the YouTube world, I had no idea that I was— the way my brain— I'm not even saying I was good at it, just the way my brain works. My brain works in the way of language where I can just see something and I, I can know how to communicate it in a way that just lands with people. I didn't know I was actually really good at that until James one day asked me. He was like, hey, can you help me rewrite our video series? I'm like, why would you want me to do that? And he goes, because you're really good with like language and What messaging in this? I'm like, really? And he goes, yeah, just watch how you do it. You just have really good ways of positioning things. And so I did, and he hired me. We rewrote it and his, his launch went from, I think it was $800,000 a launch to like $3 million the very next time. And he's like, dude, what you created was genius. And I was just like looking at him like, I don't— what are you talking about? I didn't like— I didn't even know I was great at it. And he's like, this is the direction I think you should go. And so I played around with it and that's basically the direction we went. But it was really hard. And I think this is like the first business lesson for a lot of people is that I started off trying to sell it as messaging, and I started to realize like no one really knew what that was back then. And so I had to wrap it around as content, and I started to say like, you want effective content? And then people started to pay attention to what I was doing. But I knew what was going on was I realized the number one reason why people either make it or they don't make it in this industry is their ability to get attention. But the way you communicate is how you get attention. And everything in this business is content. An ad is content, an email is content, your copy is content, your webinar is content. Everything is content. But content is literally created by how you communicate. And the biggest problem is people just don't know how to communicate in a way to make it land. And so that's what I focused on over the last 8 years, and that's what I teach now. But what I'm really excited to go into now, because AI has come in and changed the game— yeah, there are more course creators and competitors than ever, but at the same time, there's more people consuming content and buying products online than ever. So it's, it's kind of like the wild, wild west right now.

Yeah.

And so what I'm really excited about and focusing on now is how do we take people that have like wisdom and knowledge and information and methodologies that like want to go viral, that want to create buyers? Because right now the market is filled with influencers, people with like skincare routines and just like, let me share about my day. And, and you can go viral doing that stuff. But like, how does someone like you and me and someone has a message and someone has knowledge and wisdom create content, webinars, ads that like really scale, that really grab the right people and stand out in a very crowded marketplace. And that's, that's what I'm really excited about is, is being able to do that and use AI to, to, to help us get to these different levels, but also create and bring in people's authenticity, their energy, their voice, who they really are. Because like, if I'm being honest, like, I don't wake up every day going like, man, I wish I could just read a blog post from ChatGPT, you know, like I'm not waking up going like, man, I really want to read Casey's email that ChatGPT wrote for him. Like, I want to read what Casey has to say. I want to hear his thoughts. So it's like, how do we incorporate AI to go deeper and faster but maintain that? And that's, that's what really gets me excited is like creating content that, that converts.

Yeah. And I think that, and maybe you're feeling the same way too. It's like I'm just so sick of the same stuff and I've, I've been guilty of this too, you know, it's like I, It's just so accessible and ready and available. And then everybody, like, I see team members doing it and I, you know, it's like, it's like everybody's doing this thing that feels like it's, I'm just hearing the same cues over and over again and then dreaming the same cues over and over again. And it's kind of like, you know, taking a hive mind sort of approach. Like it, like, that's what I feel when I look at content oftentimes it's like, I'm seeing the same thing, just a different version. Like, there's this, there's this AI rabbi. I don't know if you've ever seen this. There's an AI rabbi who, he has the same scripting in his, in his car, and he's like selling, if you want the money blueprint and know how the Jews are making money, click here. And then equally, there's some, there's a, there's an Asian man who is in the same scenario, and, and, and then, and he has the same CTA, there's an also, and then there's an Arab man who is in the same thing, right? Same CTA, all the things. And they, it's, it's the reason I mentioned it is because it's the, it's basically all the same messaging, just talking to the two, three different avatars.

Yeah.

But the, now this, that, that's completely different. Those aren't humans actually, you know, taking a script and reading the same script or, or having variations that are very sort of similar to each other, but it's to my point, it's the sameness that we all are hearing. And it's like, I'm so over that sameness, you know? And I think people, and let me know what you think, but I think people think that to be unique and interesting and different, they have to be bigger and better and have a real, you know, big idea of what they're going to say or how they're going to say it or the approach. It has to have a shtick. It has to have this or that or something else. When And let me know what you think, but is them as themselves, are they good enough to come to the table?

I think, I think everyone is. And I think, I mean, there's a couple of ways to do it. You could do that where you're like trying to come up with something bigger. You have a bigger promise, you lower your prices. Like there's these things that could work, but for me, they're all very temporary things that won't last a lifetime. And so what I look through is like, what has lasted a lifetime of through history? And it's always usually someone's unique thoughts and perspectives and their like wisdom that they get through experience. And the people that sort of like make it and die or sort of get slow attention, usually what they're doing is they're focusing on like these shticks like that, or they're focusing on regurgitation. Let me just regurgitate. There's no like original thought. And so one of the things that I teach is we don't have to necessarily invent something new or bigger. And I mean, it's great if you do, because that's how we also evolve. That's how thoughts evolve and different things evolve. And it's great if you can, but not everyone Not everyone's going to do that, and you're not going to do it all the time, every time anyways. And so what I really encourage people to do is look at not how to go necessarily bigger and better, but just how to go different with it. Like, what's a different perspective or what's a different thought? Or is there something outdated that isn't working that you see that no one else does? And challenge that. Like, be someone who challenges stuff. You know, there's different ways of communicating and different things like that. I did a post recently. Where I just said, you know, the, the person who relies on attention through information will never do as well as the person who gets attention from their perspective, because your perspective is original. Your perspective is new thoughts. It's different ways of looking. So that's the stuff that gets people to go, aha, oh, that makes sense. I never saw it that way before. When you can get people to that place, that builds trust, trust and rapport and connection faster than anything else. And so That's why I tend to push people more into that, like, use your experience and your mastery. You know, like, we've all been through really hard times. Like, what is your perspective as someone who's been through the fire? Like, what is your perspective now that you can give to someone who hasn't been through the fire yet, that they're just like, whoa, this is that. And like, that's just like, to me, that's the beauty, man. Like, that's the depth of people's souls, you know? It's like, that's the type of stuff that we should be bringing into our content.

So what do you think is holding people back to doing that? You know, like, like I was just on with someone earlier today and we were talking about what she wants to do with her, with like a coaching program. Like she has two ideas. One is this thing that may, that will probably make money. It's made money before, but it's not like serving her like this is. This is like feeding her soul and things like that. But she has a block because she doesn't necessarily want to share her perspective or story because she also doesn't feel like she doesn't want to monetize on experiences that happened to her. Like, she has some— a bit of a, like, I don't want to be a snake oil seller selling this, like, these were very painful moments that happened in my life. So, so she has a bit of a block.

But yeah, so I think the block for her is that she is associating my pain will cause people to buy, and her pain's not going to cause people to buy. Her pain is going to allow her to be relatable to people and for people to trust that she has the wisdom and experience to be able to help. And so I actually think it's a really beautiful thing. Like, I I love sharing my hard times. I don't like sharing them while I'm in the middle of it because that, that can be like, you start getting sympathy, you start getting like, oh, you're gonna get— like, I don't want that for my audience. I want to be a leader and I'm willing to go through these hard times, and then I'm going to share what this was and my lessons and use that as a tool to be able to connect and bring you wisdom to improve your life. So I think when you look at it through that lens, because what's gonna— I think what she might be facing is that if she talks about very vulnerable times, that like people are going to feel bad or they feel really whatever, and they're gonna buy because of pain. It's like, no, they don't buy because of the pain. They buy because of the evolution, experience, and knowledge and wisdom that you gain through that, that they get to get access to without having to go through the pain. It's like a very— it's a very beautiful thing, you know. But, but this is also— this is also why perspective is so important and why we should talk about perspective, because now there's her perspective and there's my perspective. And there might be people going like, oh yeah, what Brandon's saying makes so much sense. And it's like, yeah, that's my perspective. That's my original thought. That's like and that original thought can like shift something for you to move you to a better place. And when you can start doing that with your content, that's where the magic starts to happen.

I love that. But so, so what do you think is the, you know, the block for people to be able to think in that way, their unique perspective? Like, do you think they have a block around a fear of if they put this out there, they'll turn people away? Um, you know, is it, is it I wanna, you know, I don't wanna piss too many people off. Like, what is it, do you think, that people—

I think there's a, there's a couple different things. I think number one, most people want to talk about solution. They want to talk about their product. They want to talk about method, their methods. And so they let solution influence so much of their messaging because they think that's what they're supposed to do. And it kind of makes sense. Like, I sell this thing, let me talk about it. But that's— I think that's number one. So there's different ways we should be approaching that. But number two is I do think a lot of people have a fear of judgment. Like, if I have an original thought or perspective, people are going to challenge it. And I'll tell you what, they will, they will challenge it. And I think that's a great thing because, you know, like we don't want to speak to everyone. You know, I don't want everyone in my audience. I, you know, if you just like really want to sit here and deliver tutorials all day long, like you should do that, but I'm not your person and you should go find your person. And so like, you know, I think when we talk perspective, we have to realize that, yeah, we're probably going to get judged and that is not a great feeling, but it's going to allow you to have more depth and connection with the people that are with that. And open to that is number 2. And then the 3rd and final, my final thought on it is I think just a lot of people don't know how to do it. I think, you know, we've been brought up in a system where it very much was like, go to school, you get good grades, you regurgitate. You just like, they didn't really teach us to think that well. And it's more of just like memorizing and applying. And again, this is not 100% true, but I would say most people would agree that's just how the educational system is now, especially in college. It's like, do this and then memorize it and like, whatever.

Yeah.

But I, so I think like we just, a lot of people don't really know to do it or even how to do it. And so I think those are the 3 major reasons why it's kind of like a, not a thing that people jump into right away.

They can't tap into it.

Yeah.

And, um, in discussing this, like you had a program that was, that you have a program that is all about like discovering this for yourself, correct? Yeah.

Yeah. So we've had, we've had a different different couple programs over the years. And so what we have now and even what we're expanding on is, is brings you through a process of uncovering what are these things like, what is your knowledge, what are your values, what are your beliefs, what do you think is wrong with the industry? What do you think? Like, it's just there's a whole art form and different elements that we bring you through that allow you to start to formulate like, whoa, the industry is going this way and I actually think this might be the better way. And then we bring you through a process of, well, how do you communicate that? How do you put it into content? How do you do it with a hook and how do you do that way? Or how do you even do it on webinars? Because I'm telling you, if you can do this on webinars, right? Your conversions go through the roof. So, so yeah, we do have a process for it.

Well, that's— I mean, that, that's, you know, when I was, when I was reading, you know, because obviously you have a webinar running on EasyWebinar, and I've come to your webinar before, and, you know, and, and the— I see that messaging, I see how you're, you're positioning it, and 100%, like, you know, my— the most successful webinars I ever ran, I, I was giving a perspective and my perspective, I was, it was only my perspective and, but my perspective was completely relatable to the people I was talking to because I've structured it in that way. And I remember back in the day when, you know, people would tell like, don't tell your story or don't share this or that, like get to the part of the webinar where I just learn, learn, learn and I can walk away. Those aren't your buyers obviously, right? Like people that aren't, they're not resonating with you clearly. But, um, 100%, if you can nail this, um, unique perspective, then your webinar conversions skyrocket.

They do.

So I, I love that you mentioned that. Uh, now some other things that I love. Oh, so you're a dad, right? Tell me about this case study you did. You created a new brand, like a parenting brand, I think, right? Yeah. Like, like, and you did it over a short period of time just to see if you could do it, just to validate I think the messaging and conversion messaging that you teach, of course. Can you share a little bit about the results on that and what made you even decide to go that route in the first place?

Yes, I went through— so it's kind of a long story. I'll try to make it quick, but I went through a divorce 2 years ago and that was like a really hard time in my life. My wife or ex-wife and I had been together since we were 16, and so we were high school sweethearts, got married, and Um, and that whole thing's a long story, but we basically just got to a point where we were just going in two different directions, and so we had to go separate ways. But that really, that like ripped my soul apart, you know, like that, that moves my life in a direction I didn't think my life would ever go. And I thought we were gonna like be grandparents and like have grandkids together and this whole thing. And so what ended up happening was because of that, I was so emotionally distraught that I could not function inside the business. And so the business suffered. And so because the business suffered, when I finally got back to a place where I'm like, I'm ready to get going, I realized that the industry had left me behind. And so it was like, there's all these new things and all these new people and all this new stuff. And I'm like, oh my gosh, like, I feel like the old man in this new industry. And it's really funny. I was actually, I called James and I'm like, dude, I remember back in YouTube days, like we were the young whippersnappers and we like knew it inside and out. And I'm like, now I feel like the old man who's just like, all these kids come on, coming up. And I'm like, I can't compete with these kids anymore. So I ended up just looking at the landscape and going, how do I take what I've been doing and move it to this new world? And I'm like, and I've been wanting to talk about parenting for a long time because I really like— that's a big part of my identity is being a dad. And I started this business because I wanted to provide a life for my family and I wanted my kids to like watch me do something, you know, and follow my passions. So, and I think I'm a great dad. Like, I just, I feel like I constantly growing and stuff. So I'm like, I, let me just see. And I just had this— I was meditating one day and I'm like, why don't you just grow a new brand for fun, something you're passionate about, learn, use it as a testing ground, and then like use your stuff with new methods and just see how fast you can grow. And so, and so that's what, that's what we did. It was just like a test. It was just like, I didn't have no clue how it was gonna do. In the first 30 days, um, we had gotten to 5,000 followers. And then the next 30 days. So now we're at the 60-day mark. We are at 27,000 followers. But what was crazy is I was getting people DMing us being like, hey, I saw your TikTok. Like, how do you— like, what do you recommend in this situation and this thing? And I told the team, like, maybe we should turn this into a business and like, well, let's just see if people will opt in. So we started at the end of the video saying like, hey, DM us if you guys want this free guide and Yeah. And then we started getting DMs and I'm like, wow, this is crazy. And so once we started using it as a case study, I sort of let it die a little bit. But about 30 days ago, I'm like, I know I'm going to, I'm going to get back into it. And now in the last 30 days, I probably added another 6,000 followers and maybe 600,000 views to it. And I'm like, it's just, we have a process down, right? And they call it viral, but it's not really viral. So it's how thought leaders and people that have knowledge can go viral or get quantum visibility really quickly. And so we've sort of mastered what we're doing there and it's just having a lot of fun. But it's great because I can do it with my kids. Like it integrates to my lifestyle. Like I can be at school pickup and waiting in the car for 5 minutes. Like, let me just do a quick video. I have my whole list of topics and hooks and I'm like, boop, boop, boop. And then, you know, I'll wake up in the morning and I'll have like 15,000 views. I'm like, this is awesome. Like, this is so great.

That's so great.

Yeah, it's a lot of fun.

Well, and you know what, I think that there's so many barriers that we think we need, right? Like, you know, they think we need a high, you know, this wonderful camera, you know, teleprompters, scripting, the whole, the whole nine yards. And I feel like the content that's like truly resonating with people now is like this more of this like intimate, you know, and this is kind of what it was at one point. I think we're getting back to this sort of like intimate, you know, sort of like, hey, I'm here. You know, no one else is around. It's just you and me right now. And we're, we're talking about this very real thing. I'm just waiting to pick up my kids. And, you know, when they get in the car, they argue about everything. And here are 5 things I do to like try to shut them down. You know, like, like it's like, you know, it's like you're, you're talking like, I only have 2 minutes to share this before they come in the car and like scream and, and throw shit all over the car. Yeah. But like, like that, that, that real, um, sort of experience is like, you know, I, I feel like that's just what people are thirsting for now.

It is. And, and when we get down to like the psychology of it, it comes down to relatability, and people want to see themselves in the content. And, and that's, that's one of the hacks that we use now is even in our titles, I'm looking for like what are specific phrases people are using, or what are situations that they're going through. So instead of doing a video called like how to get your kids to open up, It's like 3 words you can use to get your kids to open up on the car ride home, or 3 words you can use to get them to open up at the dinner table. You know, like I'm putting in situations into the titles, right? Where— and that speaks to, you know, the parents' subconscious where they're like, I am having that problem at the dinner table. Yeah, it makes it more real and relatable. And that's the stuff that's allowing us to really take off right now. And I think like just filming with your phone helps with that. You know, like if I say I'm at pickup right now, it's like, okay, this is a dude. Like, this is a dad, you know? Like, this is— he's me. I'm, I'm I'm at pickup too, you know, like that sort of thing is, is what's working really well right now.

I'm going to say this very quickly. So at dinner, what we tend to do is we, we do a, a thorn in a rose or a best and worst. Everybody goes around the table to do it. Uh, and it kind of opens everybody up to, and everybody, all the kids have their moment where they can share. So we don't just share like the good, but we share like, what was your thorn? What was the bad? Anything negative happened to you? And it's like, and so they, that, that's something that has helped to just like also like fuel the dinner table conversation and let the kids sort of share and explore, right?

Yeah.

Yeah.

So the funny thing about that is I, I did a video on that, but I didn't call it Thorn and Rose. It was like, um, their favorite and worst part or funniest or something like that. And I did a video and it got 600,000 views on TikTok.

Really?

Yeah. So people loved it. Yeah.

Yeah, well, I— that, that— yeah, that's, that's— yeah, please do a video on that and— yeah, 600,000 views, please.

I did that, and then we did another one. Um, actually, one of the things that I did was, um, I started playing Two Truths and a Lie with my kids on the car ride home. Like, tell me two truths about your day and a lie.

Yeah.

And man, like, the way my kid— they ask me, like, instead of saying, how was your day? They're like, Dad, can we tell you about our day now? I'm like, sure. And it's just— it's, it's really— yeah, it's a lot of fun.

That's so brilliant. Yeah. That's, that's sort of what we, we tend to do that as well at the dinner table. They, they open up about like, you know, different with different games and things like that. It's just like a nice, nice way to, to engage them. And, you know, kids are like, they're all different. Like every child has such a different personality.

Oh my gosh. Yeah.

And they're the way you have to parent is completely different. So it's like, that's another layer of all of that.

Yeah.

But that is so cool. So I love it. Uh, so takeaways are find the scenario that, that parents, uh, relatably find themselves in. Whether it's picking up at the drop-off or pickup or, you know, at the dinner table. Yeah, those are, those are so great.

Yeah. The phrases and curiosity and all that stuff works.

Yeah. Well, let me, let me ask you this then. In the wake of AI, like, uh, do you feel like AI is our, is, you know, is the, is a, is a soul-crushing sort of truth that will, you know, engulf all of us? And, and, and how, how do you navigate with AI right now? And, you know, obviously I have a feeling I know what you're going to say to some degree, but like, what, what, but maybe you have some other ideas around AI. Do you feel like, you know, we all need to enter into AI? Do you feel like it's an overcorrection of like AI and taking over our jobs and, you know, taking over our lives and things like that? Like, what are your, what are your thoughts on leveraging AI or not leveraging AI depending on how you see it?

I think everyone needs to use AI. Now there's different ways to use it. There's like, everything from systems to videos to images to helping with messaging to writing. Like, there's so many different ways to use it that I think it's stupid to not be using it. Like, I think it can streamline a lot of things. I think it can open up more ideas. I think in the way that— in the industry where I'm at, which is like messaging, communication, and like content, I think that it can like crush your soul and your business if not done correctly, because I do think that this space needs original thought. And I do believe in like your thoughts and your words carry your frequency and energy. And when it's just from an AI, like what happens when you get on a webinar or you go on stage or you talk to people in person and like everyone thinks you're this because that's what AI created and but you're actually this, it's not going to do very well. And the other thing I tell students is like, look, I built the Parenting brand. and I did it really quickly, and I did it, and I used AI to help me come up with topics and things like that. Why did I grow faster than 99% of parenting experts out there who also are more certified than me? They have— they've been doing it longer, who probably know more than me, and also have access to AI. But why did I grow the fastest? Because I did. I grew faster than 99% of parenting experts out there, and it was because of how I use AI. It was because I'm interweaving— I know how to interweave my values and my thoughts. I know what the psychology needs to be and what it's not. I know when ChatGPT is off and when it isn't, you know, I know what questions to ask. I know how to get it to do what I need. And it can go deeper and faster than I can with my own brain. Like, you know, in my course, I have a 100-page book full of language patterns and frameworks, and my brain can't compute all of them in a single moment. And but if I give that to AI, it knows 100 and knows the situation and can move them in certain ways. And I'm like, no, you— this pattern was off over here and I can direct it. And so like my mastery My knowledge, my wisdom is what allows me to use AI better, faster than anybody else. And I think that's the thing is, is AI, I don't think is a danger per se, you know, at this point in time. But, but I do think what it's doing is it's, I think it's going to expose people that are lazy or mediocre because, you know, you put like mediocre stuff into ChatGPT or Claude or whatever it is, you're going to get mediocre stuff out. But for me, when I know the gold and I have wisdom to share and I put that in, then I get more gold out. And I think that's the secret is like, I think you should be using it. I think it's how you use it is the most important piece of it so that you can carry your authenticity through everything.

Hmm. Well, let me ask you, how can you give an example of how you would use it to sort of take a mediocre idea and make it a way better idea?

Yeah. So what I would start with, like, I'm just— and I actually just did this the other day, so this is perfect. Um, I start with like in the Parenting Brain, I said, um, here's how I help people with it. I said, I help parents communicate better with their kids so they have calmer households. Can you research and find me the top, uh, 5 experts who have a social media presence on this topic and then break down their top 10 most popular content topics based off of comments, views, and shares? And it created a whole list of content based off of actual data that's proving that these are topics people want to learn about. Then, because I know what I'm looking for, the next question I asked it was, what are the identities that this is appealing to? What are their beliefs around these topics that maybe are causing problems inside of their life? And then what are, uh, what was the last one? Oh, what are the mistakes, like the actual actions they're taking every single day, like situations they're experiencing when this problem occurs? So it gave me a whole list of like stuff. And then I said, okay, I'm going to use this one, this one, and this one. I want you to create me 5 different content topics that are going to help, that I can give to audiences who want to learn how to communicate better with their kids. And I said, and I gave it like 5 title frameworks. I said, use this framework, this framework, and this framework, come up with 20 titles on each one of them. And then it came up with 20 titles. But the thing is, is what most people, hopefully what your people are grasping when they're listening to this is that what I'm feeding the frameworks is based off of psychology, it's based off of data, and it's based off of what's actually working in people's subconscious. So I already have that data and I'm able to infuse it into titles that I already know work. And then now I'm getting a list of, of 20 each, which means there's 100 titles on the screen. But because of my knowledge mastery of what works, I'm not going to use all 100. I can identify the ones that I know are going to hit. So when I went through that process, what I ended up doing is doing 2 videos as a test on The Parenting Brand, and both of them went viral. And it was like, okay, great. Like I'm onto something here. And so now what I'm doing is I'm actually building processes on the backend in our own AI that will just do this for our students. That's what I'm starting to realize is the magic missing piece is that most people don't know how to guide AI to those magic things. And so, you know, and then, and then when we get to the teaching part of it, I'm also not letting AI write my teachings for me. You know, like I might help it formulate a title and a hook. But when I get to the actual teachings, I'm like, no, that's me. That's my authenticity. Those are my thoughts, my dreams, my stuff. And I might like give it to AI and say, can you condense this so that it makes sense? And I can explain this in 60 seconds, but it's still me, you know? Like, so that's, that's, that answers the question.

That's sort of, yeah. No, no, no, that, that does. That you've, you've kind of created a system to get the output that you're looking for in a very detailed way that is around messaging and psychology. And you knew, you knew what you were looking for. And I love that you've now taken that that and applied that to your own AI so that it now can help students with the same framework. So they don't have to think about like, well, what are the questions I need to be asking? Or how do I, how do I, you know, tap into the, the minds of the people that I'm, I'm trying to resonate with, right? You've kind of done the work for them, which is really great.

Yeah.

Well, Brandon, listen, man, this was, this was great. Thank you so much for having the conversation, kind of sharing these things. I want to make sure people know where to go to, to learn more about what up to. Obviously, everybody needs to be jumping into your messaging program, especially obviously if they're facing, you know, their own challenges around AI. Maybe they're using AI to script basically everything and just creating recycled content over and over again, and they're looking for something fresh. You and I have even talked about this, you know, that, that I've, as I said, I've been guilty of, of taking this direction and looking back at some of my webinars that I wrote wrote, you know, painstakingly, slide by slide, and, and the, the real meat that was there, you know, that, that oftentimes you may not see in stuff now. So it's like, I, I feel like it's for important for anyone and everyone to understand, you know, how to create this messaging. And the powerful thing about it is that it's at— it's accessible to them because it's, it's not out of the realm of what they have. If you have knowledge, insight, wisdom, then you have this, right? And I think that people don't necessarily know that. So, so I think if you guys are struggling with those things and you want to have messaging that resonates not only with your audience but yourself, and you're kind of getting back to your own authentic voice, I, I definitely recommend popping in and getting Bren's program. So, um, Bren, where can people go for to learn more about you? Maybe they can follow the Parenting Brand as well, but what are, what are some links that we can share?

Yeah. So, uh, to learn more about me, you guys can go to the podcast New Generation Entrepreneur. Um, that's just the name of the podcast or follow me on Instagram. It's @iambrandanlucero. And then our parenting brand, we're really big on TikTok and that's where I spend most of my time. It's grounded.parenting. You can head over there. We are on Instagram, but my main focus over there is on, on TikTok. But we are on YouTube Shorts, but grounded.parenting is, is where we're at.

Cool. We'll put it in the show notes so everybody has it when they, when they come through Awesome. But brother, thank you so much for coming in. This was really great. I can't wait to, maybe we'll do it again sometime.

Yeah.

We'll hop in and get it again.

I look forward to it.

Yeah. Thanks everybody. I'll see you soon. If you enjoyed this episode, obviously like and subscribe and we'll see you in the next episode.