AI for Sales Content Without Losing Your Voice

I want to start with a quick story. I looked at an AI article that was well written in the New Yorker and I thought, that is a great tool. So import that, export that PDF, dump it into Claude, and ask Claude, can you write a 400 word article based on that information in my voice? And we, I, I want to share it on LinkedIn. And it did it in 14 seconds. And I looked at it and I thought it was pretty cool. It was acknowledging the New Yorker, the original and everything. And then I said, it needs more information. I need one practical example. And 20 seconds later I had that rewritten article with a paragraph describing in minute detail how it's VP of Sales implemented AI and it created chaos in the company and he had to resign as a result. So I was intrigued and I said, I'd like to get the source. What is the source of that information? Give me the URL. And then Claude came back saying, sorry, I made this up.

Wow.

Yeah. And Claude is not known for doing that as much as ChatGPT is for sure. I'm finding less hallucinations with Gemini and I think because it's owned by Google and it is indexing Google, but it's a challenge. So I'm excited to talk about how to avoid that.

So the term hallucination is obsolete because neuropsychologists write about the fact that machines cannot imagine what does not exist. So it's. They talk about percentages of error. So AI doesn't hallucinate officially. It creates mistakes and it creates percentages of accuracy.

Interesting. But it's making something up. So it may not hallucinate, but it's kind of a liar.

Yeah, liar, exactly. Straight up.

Whatever we call it, we want to avoid that in all of our writing.

The new term officially is confabulation.

I've got a friend, Bren, who is a. He's a researcher and he's researching sociology and he's got a chat, three chat bots that he talks with and he's asked them obvious questions about his topic and they come back and he says, hey, can you prove that? Well, no, you know, I kind of made that up. I mean, seriously, he got that from, from a couple of those bots. Wow. And he says, okay. He scolded his, his AI and said, go back and find me hard examples that are proven and don't do that again. And it came back and finally it had to admit to him. The sources I go to are all biased. So I can't give you an unbiased opinion even when I'M quoting facts.

Yeah. Well, what we're going to talk about today, though, is really not researching at all. What I would love to bring to the conversation today is how do we take our own genius and leverage AI so that our content is 100% US and no research. We don't need sources. We're the source. So I'm hoping that that's the direction we can talk.

Absolutely. Take it away, Bren.

And you're the one that can do it. As a fellow FUEL faculty member, I've seen you in action, and I know you've got it. So let her rip.

Well, thank you so much. And one of the things I want to talk about, and I guess, Gerhard, we were going to make it a little bit of a fireside chat. So I don't have slides, but I have lots of chat. So I can certainly start with the first thing you said, which was so important was in my voice. But first we have to capture our voice. Often we don't have or AI doesn't truly know our voice because so much of what we have done up to this point was research. So we have to start teaching AI who we are. One of the best ways to do that is start feeding it your transcripts, your videos, your content. So, you know, Jim and I are both part of fuel, so I have an AI twin at Brin AI and we fed it probably 50 hours worth of my training, some videos, some transcripts, so that it learns me. But when you're doing your content in writing, right? So that's so people can come in and ask me questions. But as a content producer, as someone that wants to show up as a thought leader, it is incredibly obvious when AI has written it, right? And so we want to make sure that we've got our voice down. And some of this is starting with asking AI to interview me. So interview, you know, AI, interview me on 10 critical questions that will help you capture my voice, my perspective. Then take that and really hone it so it sounds like you. For me, we have 21 sales campaigns that we believe in. We have core tenants, like, detach from what the prospect is worth to you and attach to what you are worth to the prospect. So you want to gather, you know, we've got frameworks that we go with, you know, and so everything is fed in and choose your LLM of choice. I am really doubling and tripling down on Gemini for a lot of reasons. So I'm creating content in gems, right. That really sound like me. And by the way, ChatGPT knew me best. And I went to ChatGPT and I said, tell me everything you know about me. And then I taught Gemini what chat taught me about me. And, and I made some edits because there were things that it didn't get right. So that's number one. The, the, the LLM that you choose to use needs to know your ethos, right? It needs to understand you. The next thing we need to do is capture our genius beyond this. So now it knows you. Every day we are on calls with clients and prospects and referral partners. We're doing podcasts. We're out there creating content on a consistent basis. We need to capture every single one of those transcripts because that is the core of our content. If we start with going to AI and saying I need to write a blog post on a topic, you're missing the opportunity to have captured everything you talked about every day. I have seven to nine transcripts that I'm grabbing from every single day. So this is where your AI assistant is critical. It should be in every one of your meetings. And by the way, not that I have a ton of in person meetings until I'm actually training. Most of them are online. But I bought Applaud. So if I'm doing a keynote applaud and I have a beautiful necklace that I stick it in and it, you know, but it can like and it records the transcript directly to my phone. So even if I'm somewhere where I'm not running a zoom and I'll ask permission of if it's a one on one conversation with the client, is it okay if I capture this? It just goes to my phone, I don't have to think about it. And as soon as I'm done, I've got my transcript. So really thinking in terms of am I capturing my genius as much as possible is critical in making sure that our content is in our voice. We want to use all of those transcripts. Once I have that, there are a couple things that I want to do. I can go to AI and ask it, upload the transcripts and I can ask it to interview me based on these transcripts, ask me five to seven questions, or I can ask it to just pull what are the top 10 Q&As from this week that I'm bringing in and so I don't have to think beyond what I'm talking about every single day. So AI making sure AI can help you hone in on the key factors. And then after I go through this, we'll have a conversation on this if we can, because I'd love to do this. I do want you to think that I'm going to shift slightly to what kind of content are we looking to create? And when I'm working with the our clients and the FUEL instructors on creating some of this content, we want to have pillar cluster FAQs and quotes. So those are the four levels. Pillar is a 2000 word blog post that we want to create. And we used our crispy prompt framework, which I'm happy to talk about in Q and A if we want to talk about that a little bit. But every bit of content that we create. I'll look at all of my content for the week. So maybe I have, I don't know, 30 transcripts that I now have that I'm working with of everything I talked about this week. And I ask AI to kind of put it into order and priority and now I turn that into one to three pillar content. But here's the trick and I'm going to go back to, I'll tell you quickly. Crispy is context, role, inspiration, scope, prohibitions in you. Where I want to talk primarily at this moment is inspiration and prohibitions, right? And we can talk about all other things, but inspiration is, you know, real examples of the conversations I've had with my clients, with my prospects, with my referral partners. That's the inspiration. You know, you can go out and there are a lot of tools we use. We use answer the public and we use Google to find out what are people actually searching. But your conversations are what are people actually asking really, not just generally, but to you, what are the questions they're asking. And so when we can grab those questions for inspiration, now we have content that they really care about because that's what they're asking. So we need to really dive into that inspiration. And then prohibitions are all the things we don't want it to do. And I have a five page prohibition list, but I'm not that I'm not going to go through right now. And on a weekly basis I add prohibitions like all of a sudden, like I don't use EM dashes, don't start paragraphs with prepositional phrases. And AI has gotten better at that. But they add in other things now. Like the word clarity is great if you use the word clarity. I don't really use clarity in my, my vernacular, but it shows up in all my content. So now I have to go back and say unless I actually use the word clarity in the transcript, do not use it. That's a prohibition. And so when we're getting our voice down, the inspiration is important, the transcripts are important, but prohibitions become critically important in making sure you're maintaining your voice. Like it. So, and it's a, it's a live document because you'll read something that I wrote that they hadn't done before, and you're like, yeah, I don't like that. Like, for me, I don't want the segmented sentences because I don't speak in segmented sentences. So it will put that out in my voice, but it's not in the cadence that I like or, you know, or that's consistent with me. So prohibitions really pulls that in. And that's why we use the crispy framework that we invented, that we came up with, because it really brings in all of the elements that will keep that content in your voice sounding like you. So now let's go back to pillar 2000 ish words. This is great for SEO. And in that, I will now include somewhere between 5 and 20 FAQs, so which I now have. So I have pillar content. I have my call to action. And now I have FAQs at the bottom of that pillar content.

Why?

Because LLMs love FAQs. You ask a question, it's going to go index FAQs. So I. And I have them, and they're the questions my clients ask me and the answers in my voice. So I'm not asking AI to create that. Right. I've got a week's worth of FAQs in my transcripts. We're now bringing them, you know, into the pillar content. Those FAQs can also become standalone posts. Right? Where, where, you know, you know, a, a sales leader of a SaaS company with a thousand reps on sales Navigator asked why is my adoption so low when it comes to smart links? And I answered, right. And this is the answer. And that's your post. Right? You're putting out FAQs as the content. This does a few things. It lets the world know who you're serving. Right. It's. Which is very helpful. But if that sales leader asks that question, there are likely other sales leaders asking that question. And so they'll go, oh, we're getting a low adoption on smart links too. Let me read that. Look how she answered that. That isn't what I heard. It got me thinking differently. And I can talk about Aware, which is our framework for content, but, you know, ultimately we're creating content that will resonate with the actual questions and that, that our Buyers are seeking in our voice, literally, because we use the transcript. Right. I think this is really, really important. We've got to then master the prompt that we're using to create this content over and over again. And it may be quite a few iterations. And I'll say, like in my AI, in my brin AI, which is my. My AI twin on fuel, I literally have 32 prompts. So if someone says, you know what, I'm really struggling with commenting, there's a menu and they could go prompt one and it will help to guide them on the comment. It'll say, share the text of the post and then what are your perspectives and your thoughts? And it will help to write that prompt for you. So you need to master prompts on all the things that you need help with, that you need guidance with. And in this case, it's content. So you need to have a master prompt that you can feed your transcripts every single week. And it might take a couple of hours to hone in on this. And we help our clients do that. If anyone's interested, I'm happy to talk to them. But honing in on that so you can use that prompt over and over and over again by just bringing in your transcripts. And now you've got the content in your voice consistently and there's no additional time spent spent in creating your massive amount of content based on your genius. The last thing I want to say before we go into questions is my very, very last point is edit with purpose and intent, not with ego. When you go through this, this is not about how great you are going to look to the audience. It's how much value is this going to bring to the audience. Because when it comes to like, I just want to show up looking like the most brilliant person in the world. That. That is not necessarily what your, your reader wants to absorb. They want. Our goal is to create an aha moment that gets them to want more. That's our goal with our content. Okay, so that's like my overarching one

example of how you have trained and you know what I'd like to see is how can you share a sales letter, for example, that shows it has been written by AI in your voice.

Can I share that? I mean, I can talk about how to do that.

Can you do a screen share?

I am so not prepared to do that. And I apologize because we said we weren't doing screen shares. We were just going to have a Fireside Chat.

Is. Is the, the, the way you describe sounds like you can duplicate your voice with AI?

Absolutely.

And, and the. So common wisdom is what, what I'm learning from. From experts is that AI will mimic it, it will stereotype it, it will try to come as close as possible. But unless you have the right prohibitions, it's going to devolve into dribble.

Yeah. So here I'm going to go pull up my crispy prompt for writing a high converting sales letter. Let's. Let me. I will find this while we talk so I can share that and people can screenshot. But ultimately. Right. Yeah. I actually did find this here. So. All right. I'm going to paste it into a word doc. Okay.

And Bryn.

Yes.

What I'd like to know is you're using Gemini primarily.

I am.

Okay. How do you get Gemini to retain all that you've uploaded and to. To not when you start a new conversation?

Yes, I use jazz.

Back to that. How do you, how do you keep it up to date? Like you've trained your employee. Right. You want to remember the training and not show up fresh with a database erased. Like I've slept since then. Sorry, everything's gone.

Yeah. No, that's brilliant. That's brilliant. So I do have one very long document that is my V and my prohibitions I mentioned like it's pages and pages, I think six or eight pages, something ridiculous. And it's a living document and I use a gem so that gets to be the very first thing I upload to a gem. But I have a gem in my voice. But I also have gems in all of my clients voices. So I like that it segments it. But I will have a gem with my voice just for pillar, cluster, FAQ quote content. So that is all that gem is used for. And then I have a N. And this I love because there are times I don't want it to overlap. Sometimes I'm talking to an entrepreneur or a solopreneur and sometimes I'm talking to a sales leader of a thousand reps. And sometimes I'm talking to a CEO who's ready to hire his first, you know, sales. Sales leader. Right. And so I like the fact that I and I have different perspectives. The way that I approach things is slightly different. And I have industry specific gems. So I have a strong position with banking and financial services and wealth management because that was my original background. And so I have a gem that's specifically for them that is very, very limited in some areas because they have a high compliance. And in that case all the content I would talk about is around code copilot because that's all they're allowed to use. But my other content when it's around SAS might be around Gemini or Claude or Perplexity, right? So what I love about Gemini is that I can segment and once I've set that up I reuse I'm going back into that gem and that gem will remember everything that happened there and not cross over. So that for me has been incredibly powerful and one of the reasons that I love it so one of the many reasons I'm really, really focusing on Gemini. So I'm just going to share this. This is not in the most professional format, but I did find my let's see, am I going to two is my crispy prompt Write a high Converting sale so context I need to write a sales letter designed to convert qualified prospects into next steps. Into a next step. The goal is to drive specific actions such as booking a call registering for an event, right? So like I need a call to action. That's the goal of this. The role you are my strategic sales copy advisor. Your job is to interview me one question at a time to extract the necessary inputs that craft a persuasive sales letter in my voice. Inspiration. The letter should open with a relevant insight, challenge or pattern my audience recognizes reflect a deep understanding of their current situation. Let me see, I'm left as I look through this. So like introduce my solution, provide proof of examples, right? Then I go into scope. Who is the exact audience for this letter? What specific problem or opportunity are we addressing? What's the offer? So it's going to interview me. Here's that. This is what I want you to interview me on. After gathering the answers one at a time, you know, write the subject line or headline options opening hook problem articulation consequence of staying the same Introduction of the solution Benefits tied to business impact proof clear call to action Closing paragraph. That reinforces value. Here are my prohibitions. Do not use and I also have a whole bunch of prohibitions that are in here, but these are additional. Do not use hype driven language. Do not use exaggerated claims or artificial urgency. Because I hate that three seats left. You know that's a lie. Like I just don't like that right? Do not sound generic or templated. Do not use EM dashes. Do not use not this but that construction. By the way, this is an important one. You know immediately when it says something like sales is not your problem, its process that is 100% AI, right? So that's the not this but that construction. So that's in my prohibitions. Do not use inflated, dramatic phrasing. Do not write in a customer service tone. Do not use the word clarity, as I mentioned before, because I don't use that. So I have that in my prohibition. This is, you know, exactly what I said. I love that. It backed me up. Right, so then guide me step by step. Extract what you need before writing. Keep the strategy tight. Ensure the final letter sounds like me and reflects my positioning and principles, which is now I have the principles in. In my voice, right? Ask me all the questions you need to complete this prompt in my voice and with my perspective, one at a time. And so now AI becomes the. The interviewing you. And I have that for everything. Not just a sales letter. I have that for every customer serving or client perspective. I've got a prompt for.

So a quick question from the audience. I see what Bryn is saying, but what about the issue of AI stealing your person and other people putting out content that you didn't put out? I know this is a real issue and people are having to legally protect their identity. How can you still use AI with your voice and while still protecting your person?

Okay, so a few things. There is no IP anymore. Period. End of story. It's gone. It's gone. You can go to NotebookLM and download. You know, download. Let's. So I just did this. I mean, it's just. It is, right? All the SEO content, because I'm redoing my website SEO, all the top videos on SEO. And in 30 seconds, literally with Notebook LM and a YouTube extension, I have a hundred videos on SEO. And then I went in and I said, how do I do this? Right. If you do SEO, you may have already advised me. So if you are putting it out there, it is now public domain. Assume everything out there is public domain. It just is the way that it is. So what we need to bring to the table. And by the way, this is why Jim and I are on the fuel platform. Because we're like, okay, it's public domain now. Let's make people be. Let's give people the opportunity to get coached by us at scale, right? And so your differentiator is not necessarily the content, it's the implementation of the content. And we have to start looking at our expertise. You can take this recording and you can put it up and you never have to hire me to write your sales letter. And that's okay. It is public domain. I put it out there. It's fine. But if you have questions or I want to, I need this Nuance or I like there are people that will say, I got so much value from this public domain that I'd love to, you know, work with Brynn or her AI twin or her whatever. Right. And so here's our goal. Our goal is to detach from, from the old saying, never give away free consultation. Which is dead. Yeah, right. Like that, like. And if, if any, if you are in any sales training and that comes up, switch sales trainers.

I agree.

Because it is a problem if we have this mindset of holding it close to the vest. We are in a world where we need, we need to detach from what the prospect is worth to us and focus on what we are worth to them. And we will earn the business when the time is right.

So give me a quick example. We have only two minutes left of a business case where you created content through AI that was Sprint personalized and the customer actually did business with you.

Oh, okay. So a lot of that are my ebooks. So I'll share. So the pillar cluster faq. Often my pillar is a blog post and an ebook. So they can read the blog post and now download the full ebook. So now you're in my drip campaign, right? I've earned the right to get you there. Right now I have other content. The clusters, the FAQs, the quotes that I'm sharing that lead back to that content. And so when someone downloads that ebook, that's a trigger of interest. And I will then reach out and say if you have any questions. We have. And this is where I move it. We have once a month, every third Thursday at 1pm we have an open coaching where you can come in and ask all your questions. If you have any, please feel free. And my drip campaign invites them then to that as well. And so they'll come in. But I had, I don't think I can say the name of the company, but I really want to. I had someone that downloaded an ebook reached out to me that is a huge everyone knows them media company and said this was amazing. Didn't realize what we were missing. And huge company hired me for a 90 minute webinar. But now I'm in. And this. And I just did it last week. And so now I'm in, right? And I'm in a company that has about 10,000 reps. So and I. And. And they are a paid client because they bought what. And I'm like I'm going to sell them what they want. It was their. I did it remotely because it was short notice at their annual meeting and it was night and now they got to experience me. And that all came from downloading an ebook.

Wow, I love that.

Well, here's another comment. I think you're, you're sparking a very healthy conversation online. Yes, it is essentially removing who you are and letting a robot become you, which removes the whole distinctiveness of humanity versus robots. I personally wouldn't want someone putting out comment from me that I didn't approve or put up myself. I don't think that's ethical.

Okay. This is the world we're in. It's just, it's just the world we're in, so we have to adjust.

Are you saying the world is not ethical?

No, I, I, I, I think we are in an AI world. And honestly, like I am, I see my content all over the place and, and, and I will comment. Thanks so much for. I'm so glad you found value in the webinar that we did. Even though I didn't get credit. I have some Google alerts where content shows up and then I jump in the comments and just kind of claim a little, you know, just a little bit of it. But look, if we are out there publicly and we're putting out content on YouTube, it is public domain. We have given up the rights. We've got to get okay with that or don't put it out there like those are your two choices.

As long as you're not claiming to be. Not claiming of the AI is you. There's nothing unethical about it, in my view. When it's you straight up, and I know I'm talking to you directly, that's different. A claim you make is either ethical or unethical based on your real person appearance. But through the media, I see that as about the same as a book. The difference is that it's able to interact.

I agree with you, Jim, completely. Right. There are ethical things. Right. But sometimes with AI, you don't even know that you're quoting someone else because it's what AI said. It, it's, you know, so it's not even intentional. I think we just have to show up as the best human beings we can. Which is why I teach how to write in your voice so that you're not being unethical. There are people that are going to use your content the way AI is designed. So if you're putting it out there, you have to understand that it is now in public domain. If you don't want them to, don't be out there. But then you're going to limit the people that get to discover you.

Hold the phone for a second. What about a topic taking my 18 books and Jim's 24 books and putting

it in my three. Sorry.

And putting in their system, Is that ethical?

Is it available to do that? Is it online in a way that they can download it?

Did not have a choice.

It's not ethical if they try to resell it as theirs, but otherwise it's just like what's behind me. It's just our content on their shelf.

See, the. Here's the interesting thing. The American Publishers association has actually sued Antwerpig, and the authors that can prove that their book is online did now get compensated to the tune of $3,000 per book.

So, so if they literally are opening the book and they're taking snapshots and uploading it that way, that's unethical. But if they're pulling it from something that is publicly available online, I, I, you know, I, I, that is what Notebook LM is built to do. That is what they're built to do. We just have to go to market knowing this.

Right. You know, there's a little bit of a twisted irony here because we, we're talking about AI for sales content without losing your voice. And I think there's a deeper question, AI for sales content without losing your ethics.

So I love that and I teach that. So I will teach what's ethical for you to put out there. But if you are concerned that people are breaching your content, that's a different conversation. We can't control that. Right. So we can control how ethical we are. And that is critically important, which is why I've built this system. Not to research, like, don't go researching, use my transcripts. Because I feel 100% confident that that's me. But here's a perfect example, and I do give credit, but I have about 15 sources in my training that come from other places. So, for example, one of my favorite things that I teach is the ask offer ratio that I read in Kenan's book, Gap Selling. I use it all the time. All the time. I personally always say, I got it from this book, I learned it from this expert. I do. But what people do when they take that transcript from me, they can cut out Keenan. I can't control that.

Yeah, you can't control that. What we can control is, is the clock that's ticking over our heads right now. We've got to get to the next session. No, it's not you. It's. This is rich, wonderful content. But we need to run, but thank you so much, man. This is spot on with what we needed to hear. And I'm so impressed with how much in depth you've gone into this, Bryn. So thanks for sharing your process with us.

Thanks, Jim. Thanks, Gerhard. Bye, guys. Connect with me on LinkedIn. I'm there.

All right.