32: Using AI for Reimagining Business Strategies with Sam JT

Welcome to another episode of using AI at work. Today we have a special guest, Sam J.T. an AI enthusiast and entrepreneur, Sam transitioned from a corporate career as an actuator managing investments in the mining industry to pioneering an Amazon FBA and eventually embracing AI. He's been at the forefront of using AI tools like Heygin and 11Labs to revolutionize customer engagement and branding. Sam's latest venture Authority book, Profits, helps experts publish their books using AI driven processes. Now let's get started. Welcome to Using AI at Work. I'm your host, Chris Daigle. Each week we'll be learning how today's business owners, entrepreneurs, and ambitious professionals are getting more done with smart use of tomorrow's tech. Let's get started. All right, everybody. On this episode of Using aiork, I'm excited to introduce Sam JT Sam and I were first connected through a mutual acquaintance who said, hey, you got to check out my buddies who are doing doing some really cool stuff in AI. Being in AI, I was very interested in what they did. And Sam and his partner were just very open. It was a fantastic conversation. I was really intrigued with what they're doing. And now that leads us to, after many months of planning, we're finally here on the podcast together. So, Sam, before we get started, why don't you tell everybody a little bit about yourself and what you're up to?

Yeah, sure. I'll do a quick intro. So I used to feel like most people were corporate. Like 10, 10 years ago I was an actuary. So like managing investments for one of the biggest mining company in the world. Then I kept doing these kinds of investments. So heavy mat forecasting these kinds of things. And I enjoyed it. But I was like, I'm sure one thing that helped me when I was doing that was I looked at my boss's boss job and like, do I want to. If I keep doing what I'm doing in 20 years, like I'm going to have his job. Is that what I really want? Like, I'm going to work 20 years to do what he's doing. I was like, like, yeah, hell no, that's not what I want. And then I figured, I'm going to find something else. And then I start doing Amazon FBA. That was 2015, while I was still working. And then eventually that grew into something big. Exited that in 2018. 19, 2019. And then started as a consultant for that specific thing. So, like, I had sold a lot on Amazon and started helping people there and slowly but surely that I sold another business two years Ago and then sort of AI. I had been using AI for one specific thing in that business, like the creating the videos. Like everyone knows now with agent and these kinds of tools. But back then there was one tool, I think it was Windsor. It's still, still there. Like I was using that. It was great. I was like, wow, can't believe you can do that. Back in 20 for like product videos? No, for like follow up. So like your customer would buy the product, you film one like this, you film one video. But that was in 2021 and that was like, wow, I can't. There was this company. Yeah, it was, it was pretty expensive, but it was like, wow, can't believe like we can actually do this. This is insane. Yeah, but then when, when, when Dali came out, that was like the thing. I was like, wow, this is so cool. The images were horrible. The Dali 2, but it was so cool. I spent hours and hours and then obviously chatgpt arriving and I was like, I gotta do this full time. I love it. Then transition teaching people in AI. But now we're doing different things, which and we're gonna talk about.

Yeah, I'm excited to hear about that. And it's. I didn't realize that you were using the AI powered tools as early as you were before we move into that. That's one of the things that personally, you know, we use hey Gen a lot and product videos and that sort of thing. But hey Jen, recently, I don't know about recently, but it's a new feature with the custom greetings, right. Where you can record the video and then it'll dub in the individual's name. You were using that in 2021 and even though it was expensive, you still used it. Can you tell me what were the results? Was it. Did it have an impact?

Yeah, especially for like obviously branding. Like the experience people or customers get, which is like, wow, this. The founder actually takes time to rep. Like he's sending me a video because if you send an email, most people know it's automated at this point. Like yeah, maybe 10 years ago people like didn't know, but I think it's pretty clear now. So like the experience. Because I used to do a lot of personal videos myself. Like I would. There's a tool, Bonjoro, where you would do it manually. Like film one video at a time, would take like 45 seconds each. And I would do it because I knew like the impact it had on. Like interesting for follow up sequence for people, like for repurchase rate. These, these kinds of things. And so it had a big. I don't remember the exact, like, percentage, but big enough that it. The cost, even though it was really high, didn't matter.

Did. Did customers comment on it?

Oh, yeah. Yeah. Even people now it's. We've been doing it a little bit, but like, obviously back then it was even crazier because that. Sure, that was not something people thought existed. It wasn't as good, but still people went crazy. Like, wow, I can't believe you took the time like the would get.

Oh, that's awesome.

An incredible response rate. Um, and it's. It's crazy to think, like, it still works extremely well, but. But back then.

I'll be trying it tomorrow. Trust me. I've been in hey Gen doing a lot of stuff and that was one of the things. And so folks, if, if you're not following what we're talking about here, hey Gen is a, A video avatar creation tool. So you can. Sam or I could go on there and we could create a. A digital version of ourselves that was very high quality and it can speak in any language and it can, you know, do introductions to podcasts, which actually this podcast, the introduction was done with hey Jen and 11 Labs, but they have a function that allows you to record a. Hey, saw you joined our newsletter. Or we're excited or, you know, whatever it was bought the product. But they have it set up to where you can basically take your customer list and upload it to hey Gen. And it will be a video of you saying, hey Sam, Hey Chris, hey Debbie, whatever. And you know, those touches. I just got off a phone call talking about this. The biggest challenge with creating content with AI is the market is becoming more sophisticated and they're, they're association with purely synthetic output. Right. That doesn't feel like a human was involved, and it just feels like somebody copied and pasted from Chad GPT. That's turning people off. Right? So the, the, the effort that I've been working on for a long time, and I know you guys have as well, is how do I make that synthetic content an authentic experience. Right? Not fooling people, but. And this video is a perfect example of that. Hey, I bought a product from somebody. Oh, what's this?

Email.

Wow. That's the owner of the company and he's saying, hey, thanks, Chris for buying the product. You're 100% right. That stands out. And it's synthetic, but an authentic experience. So with that being the case, I know that you guys are producing a lot of written content now. Because your primary business is authority books. Right. Authority book profits is the business. Can we talk about what that, what that process look like of going from synthetic output to hey, this is high quality. Like a human probably wrote this.

Yeah. Just, just before we get into this like the. To add on one last thing that's. That we did that was super helpful was. And it's even easier. It's. Instead of doing video or in addition to video we did a obviously AI voice but like sending through text. So like texting people could create the voice with 11 labs after they purchase and send them the like an AI voice there. Which was interesting too.

I love it.

People like there's always issues there. So you have, you have to be careful obviously the day the opt ins and these kinds of things. But it's no, I haven't seen like I've never received, I've received some AI videos. Very few. So there's still a big opportunity there. But I've never received anyone sending me like an AI like that. Last year we used to it quite a lot because we have like a different business and it was just AI specific and so people. It was like an easy way to get people to then ascend. But it's a great way to do it as well.

Those are great tips.

Yeah, yeah. And then for, for the book. Yeah, yeah. When it comes to tell everybody about.

What you do because it's pretty fascinating.

Yeah. So we, we write people's books like the right subject matter experts books and. And basically it's all done with AI. Obviously we have people looking at it after, et cetera but like the entire book, 150 pages, 40, 50,000 words. And what's special, which I know we'll touch on after is we have a process where we tell people we'll write your book and then if you like it, you pay like no credit card, nothing. So we take all the risk. We people give us information, we write the book. And there's a lot of reason why it works. Well you. We get them to buy in so they have to spend like 20 minutes, fill out a form like they buy in into the process, et cetera. Like that's the overview of what we do but in terms of like the content and I don't like talking shit about other people. I'm not going to mention names but there's a lot of other softwares out there that write books. I've tried them all obviously because before building the system I built, like I've said I'm just going to arbitrage it. I'm going to use other people and resell it. Might make it easy at least to get started. And I tried it and it was horrible. Like clearly AI written. And so I ended up building it. But to get content written like a human, there's two things you can do. The first thing much, much harder, that's the one we do most of the time. And I'll start with the second thing. The second thing is what I've, I've tried doing is you obviously you try to make it human like the first time, but then you rewrite the content after. So like you. In all your workflows and all these things, like I would have. The first output is never the, the, the one we use and then we rewrite it. So it's much easier to rewrite because yeah, I mean with AI, what happens is like you'll give, here's the audience, here's the product, here's this, do this, do this. And then you have like 20 comments, you're telling it to do 20 things and so it makes it tough. So then what we do is like we don't really care if it's not perfect the first time, then the second output is here's the output, here's the purpose. Now we just want you to rewrite it and then we give it some specific guidelines because you, you'll see like the AI will tend to write the same things over like it'll start the paragraph with hey, let's talk about this. Hey. And then we, we do like a restriction section is like do not include this, do not include that, do not include that. And so this way the output is like 10 times better with very minimal work. You just have like, just from the.

Exclusions like the calibrations on not just.

The exclusion but like the two step process where.

Got it.

You have the exclusions because this way you, you'll see the patterns. Like if you run it a couple of times like okay, it always starts with this. It always says have you ever considered this? Or like whatever. So we'll do this process and we'll tell it. We have like I've tried a lot different ways but we'll make sure it just having this process with the second part has very minimal props it because you like the core of the text is good, it talks about what you want. It's probably already I guess the flow, you want it, etc and then what we'll do is we'll reformat. So if it's for the book or for content, it'll Be like, make sure that each sentence is on their, each sentence is on their own line. And so this way, like, because we do everything at scale and these kinds of things, so we want to make sure that. How can we minimize having to manually go in and fix this? Because if you do like hundreds of pieces of content, the 50,000 book, and all these kinds of things and you have to manually go in, it still works, but it's just the process takes. It sort of defeats the purpose of doing it the way we're doing it.

Let me ask you, have you written a book?

Yeah, Yeah. I wrote six books before AI, so but I published three of them. Like my first one in 2018 or 19, I don't remember. Okay. Yeah, so that's like the first thing I did when I started my consulting business in 2019. So yeah, 2019 I wrote a book and. Sorry, it worked really well. So I wrote another one, like literally one year later. Like, it's not just me taking advantage of like the AI. Like I've been using books, I've gotten partnerships from books. I've gotten in like really big deals. A lot of clients this way. So to me it's like it's never been easier to do it. Still no one does it because it's interesting.

There's a big perceived barrier to getting a book written. Right. Like, seems like a lot of work.

Yeah.

But the way that you guys do it, the individual provides you with some information. You said it takes them about 20 minutes to complete it and then like they just schedule a call and the book is waiting for them.

Yeah. What we do is there's a couple of things, like not to get too nitty gritty, but different steps of the process. So like, obviously we want to make sure it's optimized at all points, but we have people filling out their form and it's basic things like who are you, what do you do? What is the book going to be about with your audience? Do you do anything unique in helping your audience get whatever result? Do you already have a step by step process to get them to that result? All these things. Because this way we can take that information and then we also include their story. So they give us the story included in the book. And so like we take what they give us and then we rewrite it. Usually the output we get is not good enough and there's not specific enough. It's not true for everyone, but for most people. So we then have an automation that immediately rewrites it in a way that is Going to give us enough information and then once it's rewritten, then we run the full automation, which is like 260 plus steps. I don't. Maybe more so it's, it goes through everything and sounds big, but it's like there's no code or anything. Like just because I'm not a coder.

You built this with like Zapier or Make or something similar.

Yeah.

Huh.

Yeah. Make is Zapier. Would never. I'm not gonna say that. I think it would be 10 times harder to do it in Zapier and 10 times more expensive. Zapier is much more expensive than make and so then it sort of defeats the purpose.

Sure.

For the cost to be able to do that. But yeah, with make you have much more flexibility and it makes it easier. So yeah, that's what we use.

And Sam, I want to make a point here folks. So Sam's just talking about a 200, a process that he architected with 260 steps. But I don't know if you caught that. He said, I'm not a coder. This is all done via no code. So like that's encouraging for anybody listening. If you wanted to do something like this, maybe you don't do 260 steps, but Sam's here telling you that you don't need to be a coder to be able to do something very powerful with these no code automation tools. In particular, he's using make.

So something funny happened. Speaking of code, I, we have, we have one, one part at the end where formatting and different things like that. I was like, I'm gonna use code for this to format it in a specific way which, so I go on fiverr, pay some, some guy like 50 bucks, writes the script and then he's stuck at one specific part. Like he spent. Well, that's what he said. But he spent a day on it fixing that one thing that wasn't working. I just put it on ChatGPT said, hey, this is what's not working. Then it re. It, it fixed the thing like the. I know it doesn't work always the first time, but yeah. And then it, it rewrote. I copy pasted it like tested and it worked perfectly. And, and I'm like, oh yeah, I fixed it. It's like, why? Like then the guy was like, what'd you do? I like, yeah, don't worry. And like I don't even know what happened. But yeah, fix it.

Very cool. Yeah, I've been hearing a lot about people. That's one of the areas that we haven't, we don't spend a lot of time coding. But this is another endorsement of the fact that hey, you don't need to be a coder if you know how to ask chat GBT to build it for you. So great point.

Yeah.

So I know that you guys, you, you have been involved in AI education using AI, but also AI education. You were early in like you guys were some of the first on the scene last year, but you've, you've had a few different approaches to it and now you guys find yourself in primarily focused on the authority book environment. Is there, do you have other areas of the business that are leveraging AI? I mean obviously internally. But are you guys monetizing your AI expertise beyond the authority book environment?

Yeah, I mean some clients here and there, like the consultant. It's not something that we spent. I spend much time on because yeah, there's always much more like on the business. But yeah, anything like I. Especially for, for like friends. Yeah, that I'll do. For example, their build process to write lead magnets like the, a lot of business coaching business and these kind of things. They, yeah, they want to get more leads so they do like a two step where they post their lead magnet and say hey, do you want it? Yes. People reply and they book like they make a lot of money that way and so they need, they always need new lead magnets. Yeah. So like I, I use perplexity a lot with the cloud cloud opus setting and I'll do like it's not, it's not too much of like I don't have the prompt obviously memorized but I'll just ask it to research a specific subject and list like all the, some of the top experts, what are their takes on the subject. And then I'll ask it to create like a step by step, maybe three step process, two step, five step, whatever. And then they'll write a lead magnet and then have a separate prompt that writes the actual text. And I use, then I put that information, put it in Claude. Just because I don't, I don't want it to look on the web because I already have what I need. Put it in cloud and then write the lead magnet cloud. Personally I for writing cloud, I almost never use ChatGPT at this point. Like it's very rare.

Wow.

Even with, even with the new model and we can talk about it a little more. But I Claude, the output from cloud is the way it's written. I like it much more. It's much, it feels Much more human, just without changing anything. Yeah, and it always gets what I want better personally than like I'll ask it to review documents, to create step by step for different things. And I always, I'll use both. Like I'll have two screens and I'll run both at the same time. And I don't remember the last time I took the output from ChatGPT. It's always for me what I like. My preference is the output from cloud. Like nine times out of 10, you.

Know, I hear that from copywriters, I hear that from like thought leaders. Claude is the one that they all use because it needs a lot less rewriting once it's done. Okay, that's a great tip. Is Claude the primary engine for what you guys are using on your book or are you mixing it up?

No, it's too expensive for the API to write 50,000 words. I mean, it's not that expensive, but.

Compared to 4.0 or something, it's a lot.

Yeah, we don't, we don't use 4. 0. I would do. No, we used the one just before. Yeah, 4. 0 is decent, but it feels like it doesn't listen as good.

It's trying to give a lot more output too, it seems like.

Yeah, so, yeah, because obviously I have to test a lot. So like one thing and people can like if you use it a lot, especially in automations, what I do is like ChatGPT, the playground for the API, they now have a compare section. You can compare, like you put one prompt, same settings, and it does the two models at the same time to check the output really quickly. Yeah, because that's what we use for writing the book. When you know how to have it right, in a non or non AI fashion, you can still achieve like really good results with, with ChatGPT or whatever. So it's, it still works. It's just, it's a lot more work. But the API costs are so expensive for Cloud Office that it, it's not worth it yet.

Do you think that? I mean, because with the spring Update with chat GPT, they announced 4.0 and then the API cost, what is it twice as fast and 10 times cheaper or something like that? It's a big difference in API calls now.

Yeah, it's twice. It's 50% cheaper than the previous model. Yeah, yeah. It's still. For what we do. It's still not worth, doesn't formalize like it. Depending on what you do, it can be 100% worth it. Especially if, like speed is important because I know a lot of AI like voice application that didn't need like real time low latency. That's a, that's a no brainer. But it's, it does like the job for them. But for what I personally use it. It's like having a 10% better output using the previous one. Even if it's twice the price, it's still worth it.

Yeah, this is another interesting concept. So you just the difference in one model, same prompt but you went from GPT4 to GPT4O and. And your prompt isn't giving you the output from 4.0 that it was giving you from the other version. Now we'll be back after a quick break.

Do you want to start your own unsexy business offering a local service or a trade to your local community? Come check out the Owner Ops podcast. We bring on people like Sam who has built a $22 million roofing company in five years. I've also brought on people like brock who generated $1.3 million of revenue in his first seven months installing septic systems. If you are looking to build your own local service or trade business, come check out the Owner Ops podcast. That's ownerops.com o w n r o p s.com I prefer yeah because the prompts for the book that the, the way we write it the prompts are enormous. And yeah if you don't have to use big prompts don't because it's much better like to do them step by step personally but in an API and like if you don't want to have 20,000 steps and we use gigantic content and so it makes it tricky because there's a lot of information, a lot of like audience detail, a lot of book outline this like all these kinds of things plus how to write we have a lot of information to make it right in a specific way. So I feel like since there's so much information the GPT4O like it just. It doesn't follow everything as well. So yeah it'll do a good job like it. I'd say it does maybe the same job but the problem is it's not as consistent. So you'll write the book and then the formatting will be different in a couple chapters or the. Or then it'll do something a little different but then like it sort of defeats the purpose of for or sure for what we do to. To have something that's not like really, really consistent. So that's why another really like we don't use it.

You know this Idea of these big prompts has been coming up in conversation more and more. I was sitting with somebody here in my town who is certified through Jeff Hunter's Persona method.

Okay. Right.

And you know, my take from that is that there's this, these long pre prompts, right. Like the context that starts the actual. And you know, I asked him, I was like, because we use, I use a custom GPT to get, to translate into my voice, my written voice. Right. And you know, it's pretty good, but it's just a simple custom GPT. And I was asking, I was like, would I, would it be that much better if I loaded that custom GPT with, you know, this one of these prompts. Like you're using these massive pre prompts. And the other person I heard say it, John Benson, who was a guest on the podcast pre prompts, is that, are you guys, are your, these big prompts coming in after or are you also like setting the context of the chat with a big pre prompt?

Yeah, I mean the difference in what we do is it's all through API. So there's. We, we don't use the, the GPT to the Threads API because it's so expensive because every time you write something in it. Yeah like it. So it adds up. It's insane how much expensive it gets with the, because of the Threads API. So basically like for people that don't know like the GPT API to use GPT GPTs. And so I have to use. So every time I write something it's like a brand new chat. So like every. Through the API basically to write the book. So. Right. So it gets tricky to make sure that it knows what's going to come after. It knows what the book is about. It know all these things. So every time every prompt has like the same infrastructure and it has all the details every single time or else like because then if not then it's missing the context. And that's, I know that's what a lot of people are doing like to write the books. And you can tell. But it's, it's, it's a little bit more expensive. But the thing is the, like you have the, obviously the, the token in and token out. Right. So token in is significantly cheaper. So then it's not as bad when you put a bunch of stuff in because it, the price is less. So it's worth in our case to like load these prompts. It's still like, don't even, it's still extremely, extremely cheap to write like an entire book even If I have to load all the prompts and like, do. Yeah, so many things, it's still ridiculously cheap. But. Yeah, so, so diff. I guess, different, different solution for the different problems that we have, but because we can't, like, can't use a system prompt because it's. I mean, we can, but it, we still have to do it at every single API call, so it sort of doesn't make sense.

I mentioned before we got on the phone that one of the guests I'd recently interviewed, Isar Mate this with his podcast Leveraging AI. He recently had a guest on there that geeked out on that and he figured out a way how. I'll send you the episode. But it might be the solution you're looking for, for sure.

Very cool.

But so, you know, this is an interesting juxtaposition because writing a book, like, if I, if I were to write a book from scratch, I just wouldn't do it. It would be. I just don't know where I'd find the time and I'd have all the excuses of, you know, I don't know what to write, all that kind of stuff.

Right.

So for individuals who are out there who think that this would be a good contribution to their positioning as a thought leader or in their industry as a, you know, a top voice or those sorts of things, and they hear you say, it's extremely cheap for me to create a book, and then they go out to some of these services and they're like, well, that's not extremely cheap. I want people to understand the technology that's producing this to use it is extremely cheap. To build it, to get the output that you want is not extremely cheap. That's years of practice. That is 10,000 hours for sure of like those 260 steps, figuring those out, trust me, their first effort at this was not 260 steps. Like they had to figure that stuff out along the way. So I don't want you as a, as a listener to, to be like, well, if it's so cheap, how come I have to pay? Because it's not the tool that's the cheap. The tool's cheap. The knowing how to use the tool. Yeah, that's priceless. Right. And Sam's obviously, with all the X, all the, the testing they've done, obviously an expert at this now. So want to make that distinction. Tools are cheap, but the knowledge itself is not cheap.

Yeah, it's an important distinction because if I knew everything I know now to build it, it would have still Taken a while, but 10, 20 times less than it took me. Yeah, because there's so much. Especially when you have a front facing output. Let's say you create something and you don't have someone that's out like meticulously going through it, etc. Before showing it to a customer. Like you have so much testing to do. Like, well, if I change this a little bit, can you do it better? If I change it then there's always like. And even the API, even when there's no change, sometimes you still feel like there's a change in the model. Even it shouldn't happen, but it feels like it. Like running the amounts of books and all these things we do. Like sometimes I think it was in May, even without the new model. It's like running through the same model and then for some reason like the same output. There was always like an extra space in between the paragraphs. I have like a, that's a tip for if people like are a little bit OCD like me and like you have to do a lot of this. Like I have a, a Google sheet with all the logs of the test that I do, what date I did, like where exactly what I changed all these things because it gets tricky and so I looked at it, I'm like, I haven't changed anything but the model. I don't know, like it. I don't know why. I mean I have ideas but anyways it still changes. So you have to, you always have to update and tweak things and work around for that.

One of our faculty that teaches automations and stuff for chief AI officers named Sean Davis good from automate to win.com Sean is big on the use of seeds. Once he gets an output, he'll ask what the seed is and he will make sure that that particular seed, which prevents that. The way he explains it, it prevents that those, those random variations that occur from the model. And I thought that was a, a definite insider's tip. So when he finds out what he likes, he, he asks it for whatever the seed is and however he does it and then he has it continue to use that seed in that type of output.

Interesting.

May, may or may not be a solution for you.

But yeah, when you use the API call they, you can see what seed it's used and stuff like that. So. All right, it's interesting. I mean I'll definitely put it on my. I'm always testing new things, so I'll.

Yeah, I know you are nice. So let me ask you. Okay, you've got the AIs got such a broad application, particularly in supporting businesses. And you've had the luxury of being. Not the luxury you've earned the successes that you've had in business before even, you know, AI was on the case. So you bring to the table an understanding of what it takes to make a business successful with or without AI. Right? And you've got, you've, you've obviously invested time, testing resources, advertising to get the authority, book profits, environment off the ground. What's next for you? Because now that this is up and running, is it just, is it better, faster, stronger books? Are you able to leverage this engine into something else?

Yeah, I mean, yeah, because I think the, the biggest thing was learning the, a specific way for us to do, to build the environment. And I'll dive into that because that doesn't mean anything, just saying it like that. But. And then now being able to apply this and scale it. So what I mean is, so initially was just the book, right? Started by doing only the book. And then I learned, well, if I do the book and create the output a specific way, I can then just by clicking one button, have. Then we write everyone, like the content for all the social channels. Like with. So the book comes out, I click a button, there's like 400 pieces of content. I click a button, there's a. Wow. The copy for the funnel with the book. Oh, wow. Like, so everything we do, like the Amazon book description, they build like the, not the funnel, but like funnel ideas. So like, sure, there's so many more things that like, we keep adding the. We like whenever that we did, there's a book worksheet, like every, for every chapter, every section of every chapter. We create like recaps and mini exercises so people understand and they can get that with their book. And then a course based on what's in the books. And also like understanding how you can take an output like that and then keep adding more stuff.

That makes a lot of sense.

I haven't added more stuff in a while because now we're just focusing on obviously automating this more bringing in more people, sales team, these kinds of things. But I have like, there's so many, so many more things. Like there's like the direct ecosystem of like, they get their book and everything that goes with their book. But then with that specific audience, what else could they need? Like, and obviously it depends on because we target two different audiences. Like people that want to start a business and people that already have one. So they, they want different things. But like for example, someone that doesn't have a business. I have like most of these already built out in my head. But I, it's like how can we create like their. Well, we'll create their branding guide, we'll create their website. Like all these things you can create from the book or from the form. Yeah, like these kinds of things like that. What's next? And then to be honest, I don't have like a, it's more like a six month vision at a time because it changes so fast that in six months there's like potentially something new that makes it so that we can do what we're doing differently. And so I'm not. I used. I try to think further ahead but like in terms of especially like product roadmap, it's, it's too hard to, to think too far ahead at the moment.

A real paradigm changer. That's, that's. You know, I spent a lot of my career focused on strategy that this AI like the strategy can't be a five year strategy. It's got to be like six months. Like you're talking about here because the next release could do something that you've been waiting like you've been trying to figure out. Yeah, it's crazy. I like that idea. If you're, you know, are. So are you currently providing the individuals with all the marketing collateral that they need or this, this is what's on the product roadmap for enhancements.

We had one of our clients like a one sentence post to pre sell their book. Not even pre sell like use their book as a lead magnet saying like hey, who wants this book about this? To get this outcome? And they already have an audience. So it's like, it's like not a beginner but they, they, they closed 60,000 of business in 48 hours from the book and they didn't have the book. Like we're trying to make it easier and not like. Because my, my first instinct is like well I'll go crazy. I'll just, yeah, I'll build like the heck out of this thing. I'll be too complicated. And people then, then you get people like overwhelm and they don't. Even if someone like a high level, it's not, they'll be that there's different types of overwhelm. Like they just, they just don't have time to like understand what they can even do with it versus someone at lower level anyways. But so I tried to. Now it's come to the point where it's how Can I basically take this and make it simpler? And so we obviously we have things like we either just do their book or we do their book plus content, book plus content plus funnel and all these things. So depending on the case we do like the most of the marketing and like marketing content, the podcast and then we, there's like a mini course comes with it too. Because some people, some people like wanted, once they have their book they want to know how to clone their voice and AI it's super basic. But I know you've experienced too how crazy that most people still don't know what we feel like, what we take as granted that are like the most basic things. That's the.

Before this call I had the privilege of being able to present to an executive team on some very basic stuff. Right. And you're right if you use the tools and that's what I tell people is that the tools aren't the hard part. Right. Like if you didn't, if you didn't have the business experience that you had had with FBA and with professional career and all the stuff you've done prior to big deal, you know the tools but you don't know how to use, where to use them, right. It requires that individual having like I tell people all the time, if you're going to learn AI, don't think of it as like now I got to change my career. Heck, the hard part, like you know all the stuff in that industry now you know if you can learn the tools, you can very easily see, oh, this tool fits over here. If you don't know the industry, you can't do that. So it's not just the tools, it's that business experience that you brought to the table with you. I love the idea of. So I used to be an advisor for Tucker Max had a book company called, it was called Book in a Box and it was called Scribed.

Yeah.

And like I was, I was, I loved what he. Like we do this and we do that and they had book like you can do all of that stuff now and listen to work with scribe at the time to have them do like their, their best package was it was six figures right now you guys, maybe you can't go and organize an event like they were doing or something or a book launch tour or something, but everything up to that point that, that a publisher would be doing for you, like you can now compete with them with your automations and what you probably got like a couple of humans that are in the loop that kind of approve things and push things along.

Yeah. Right now there's like one part time va because it's a good thing with AI is like the way I look at it, the most basic form is like, how can I save time, save money, do more. Right. It's super basic. That's the three things. And so I try to live especially I feel like for your clients, you have to be doing what you're telling them to do and all these things. So we use it internally and sometimes I don't have to use it and I'll still get in the habit of using it. And I build SOPs for our VA, saying, hey, when someone needs to revise the book, just take this, do this. And they use AI to do it. So yeah, it's it. So we can get by with like a super, super small team for when it comes to like editing and all these things. Because with AI, I think the, the thing that I realized the most, like most especially last year when I was more like teaching people, is like the, the limitations or the, or the false beliefs that they have when it comes to AI, like what it can and can do. And I feel like that's in everything. But with AI, it's like they easily dismiss it where they'll try it one time, right? And they'll be like, ah, no, AI can do this, AI can do that. AI can do this. And I used to have like an analogy where I forgot exactly because it's been like almost a year since I used it. But you have, let's say you, you want to pick up a sport that you pick up a basketball, you shoot at the basket, you're like, oh, it didn't go in. Like, it doesn't work. The balls, the, the ball's broken, the net doesn't work. Like it. That feels like what they try. Whether they do one thing half ass, it's like, oh, it didn't work. It must be that this doesn't work. Rather than I just don't know how to do it. It's. AI is a skill. Like at the end of the day, that's how I see it anyway. Yes. If you don't, if you don't train, if you don't learn, you'll get a bad outcome.

That's a great way to look at it. AI is a skill. Because the quote that I saw recently that I liked a lot, it was from McKinsey and it was, it's. The quote was something like, it's not about the tools, it's about how the tools fit together and that answering that question, how these tools fit together, that is the skill. It's not, oh, I know how to use ChatGPT. Yeah, you know how to use it to do what? You're going to use it like Google, like big deal. But if you know, if you have that skill, then you have created a competitive advantage at a minimum for sure. So what, like, I guess it's just going to be digging deeper on the books, the, the authority book environment and continuing to just make that a bigger, better, faster product for your clients.

Yeah, this and like I personally don't do a lot of content. I know we had this discussion like yeah, like six months ago, but I'm starting now. Good. I'm in the planning stages. Next few week or two I'll start doing content. And so like that's good because I had this realization which is funny, like the, I'll say it because it might be helpful for other people. It's so obvious. But I'm like, I don't want to do content about this specific thing or will it be helpful? And the thing is like doing it, just doing it is better than nothing. And like if you talk about correct what you want to talk about rather than trying to optimize for views and all, which is, I know it's not the right thing to do because I don't need like, and I know you don't either. You don't need a lot of views when you're targeting a specific someone. Especially like in our cases where it's more, it's more like professionals and you may be more like even enterprise at some level. You don't, you can have like 10 views and you have one enterprise that watches it. That's like a six figure contract and like these kinds of things. So I get sort of in this mindset of I'll just do it because yeah, it's gonna. Like the, the way I did everything that served me so well, which I don't know why I didn't approach content with was I'll, I'll do it to learn like what, like what skill can I learn by doing it? That even if it, even if it's like not the perfect outcome or whatever it, I, I can still win. And for me, I'm not a good communicator personally. Like, I just, it's never something I worked on a lot. It's. And so doing content, learning a little bit more about public speaking, these kinds of things will help me do better content but also be a better leader and stuff like that. So That I sort of rephrased it in my mind. I'm going to do it this way. And then now I'm excited to do it. I'm like, okay. I'm sort of putting the pieces behind the scenes to do it. Because the good thing with AI is obviously I keep learning. Okay. Instead of doing it how I would have done it before with AI and I'm going to do it a different way. And so it makes it. It makes it. I'm trying to put it in a way where it's going to be fun to do. So the content part is going to be like a big piece coming in the next few weeks. And then one thing which I started, but I was supposed to release something last month to our private clients and then publicly, which was going to be part of like the content, which is like AI experiments. Just because I always do random, random stuff all the time. But I just, I never shared with anyone, right. So I like the. Everything we build for ourselves and for clients. And obviously I can't share everything some things. But there's a lot of cool things that I build with. And then I build them, I try, I give them to my friends and then they never see like the light of the day and it could be helpful. So I'm like, how can I just take this?

I think it's a great idea because.

Last month I was gonna do. It's almost done. I just. Then I had like other big projects. So I'm like put it on the back burner. But I did an experiment. Like I'm gonna write 30 books in 30 days. But like it's not. I can write 200 books in one day like to with my automation. But it. So it's not like I don't say it but like I don't say I can do this. Then I'll only do 30. So. Because then it sort of removes the. But I'm doing them a little bit differently and then I'm gonna publish all of them, not just write them and like publish them and like do. And then it's like a different niche which I never been in. It's. I'm interested in for potentially different projects later. So I'm saying yeah, once again trying to put like a bunch of different pieces together. Like the. All the books are like either done or I just need to put them in an automation press go and they'll be done. But I'm going to sign up. But this is the kind of thing that I'm as like the core business of writing the books is getting more automated, bring in more people. I can sort of not be the one doing everything and focus on these cool things that I enjoy and that I'm going to do anyway and can provide value.

That's wonderful. Hey, Sam. So as we draw to a close, how can people find out? I know that we've got people that are very interested about finding out more about this book and hell, maybe even having you guys write the book for them. Where do they need to go to learn more about that?

It's authority. Book profits dot com. And as we said, the good thing is there's. There's no risk. Right. We. You opt in, you fill in the form, and we'll write the book. And then if you don't like it, you don't pay. There's. We don't take in your credit card or anything. So literally, we've had competitors get the book. Compete with that man. Yeah, we have like, big names in the industry, which I'm not gonna mention, but, like, go through the funnel. Yeah, just fill the font. Like Phil, try to funnel, hack, and like these kind of things. So it's fun to see. But. Well, like, if you want the book written, it's free. There's no. Obviously, if you want to buy it, there's. And I'm gonna make this clear because just to be clear there, we don't send you the. The book and then wait to hear back from you. If you want to buy it, you get on the sales call, we show the book and then. So we don't like, actually give people, hey, here's the book. And hopefully you pay us like that. That would be a little dumb, but that's sort of how we. We do it. Because it's. Because maybe another. Like, I recently did a training on which. What we call the Reverse Legion for like a mastermind of one of my friends, which is the concept of how to use AI the way we're using it to get more leads at cheaper, more sales and this kind of thing, which is. And what I shared, like, get the book for free and we write it. That's like one of three ways you can use it.

Clever.

Yeah, and we use it for, like, we're going to use it more for lead gen. Yeah. Because like, I'll leave with that because I know you have to go too.

But that's a nugget.

There's a. For lead gen. Depending on what you're doing. Like, sometimes you have to think harder on how it applies, but I'm almost guaranteed applies to pretty much everyone is like what, what is the result you give people? Like what's the first step that, that they would need to go through or whatever. And then so what I mean is let's say product research. I did this the first time I did it for a friend was a, for Amazon like the product research. We created an automation that they would fill in the form and we would look at obviously their form and then create a brand like a product report on. Here's the, here's the product, here's the, the things you should change. Here's the branding. And like people in this, in the industry charge 200, 500, a thousand dollars for these kind of things and said let's just create this. You give it for free. But then yeah, you get so many more like much more leads because you're changing the, I guess the game. You're, you're making it like a no brainer for people to opt in and then you get them on a sales call because then it's like hey, you have this. But now that you have this first step, how about we help you do step three, four, five, six. So like these kinds of. That's like the similar way to use it but for something completely free but to book calls and there are other way but like that. So I'm sort of always like trying to think about like crazy saving the.

Best for last here.

Huh.

That's a great tip.

I have more but like the maybe for around two but like I'm always trying to think about these kinds of things of how can we like maybe disrupt a little bit the how people do things. How can we make it, make it a no risk offer. How can it better than others stand out like these kinds of things. And last year we came up with this strategy and I mean that's sort of the core of the business of how we do business at the moment. And it's, it's a great way to do it super cheap.

Get cheaper leads de risked for both parties.

Yeah. And you can position it as like the book. We position it as like listen, everyone has like everyone's basically you always have risk. Like people will say hey, pay us. And then if you don't get the result, well you still have to pay. And then there's always this hassle, you know, like there's never anything risk free. Right? There's never anything. But that's not how we say it. But like that's where. Yeah but in our case it's like there's no credit card, there's nothing. If you don't like it, you don't pay, we don't. So there was like trying to make it the only like risk free option. I love it out there. And so that's a cool little tip strategy to use on my flight to.

Austin to the World AI Summit this afternoon. I'm going to be thinking about how do I derail risk, what we're doing. I think it's fantastic idea. It's just a matter of like, okay, now I've got something to think about. Okay, But Sam, thank you so much, man. I know that we worked on getting this and you were abroad, now you come back and I've enjoyed getting to know you guys and what you're doing over there. I'm really impressed with you guys. Get it right, y' all are doing it the right way. You understand it, you're leveraging it. You're a perfect example for people that are looking to learn how to use AI at work. So thank you so much for being a guest here. And folks, that was Authority Book Profits. I can tell you from personal experience and the experience of, of all of my peers, those with books have a level of authority, of a perceived authority in the marketplace that it, it's, it's hard to replicate with any other tool out there. So if this is something that you're looking to do for your career.

I.

Would discourage you from sitting down at the coffee shop with a notepad and starting to write. And I would encourage you to go to Authority Book Profits and see if their output matches what you're looking for. Because if you can get a book done that fast and have that be on Amazon and now you're advertising it and you're showing people, hey, I'm a thought leader, right? Like, like, obviously I've got a book out, right? That positioning in the marketplace is priceless. So, Sam, thank you so much for making it easy for people and I look forward to collaborating with you guys on some stuff in the future.

Yeah, my pleasure. This was fun. I never, I never do this. So I, I, you need to do it more. Yeah, I enjoyed it.

Thanks everybody. Thanks for tuning in to Using AI at Work. Don't forget to subscribe for more conversations about how to use AI at work. And a special thank you to our sponsor, Chief AI Officer for empowering businesses with AI education and training. Visit their website for a free AI Readiness Assessment and AI Strategy Guide to help you get started using AI at work. That's www.chiefaiofficer.com. so thanks to our producer Evan DeSaulnier, for making this episode possible. Follow us on Twitter at the handle usingaiatwork and visit www.usingaiatwork.com for free resources to help you harness AI in your.