{"version":"1.0.0","segments":[{"speaker":"Matt Wolach","startTime":10.59,"endTime":13.2,"body":"These days, it"},{"speaker":"Matt Wolach","startTime":10.59,"endTime":13.2,"body":"seems everyone is talking about"},{"speaker":"Matt Wolach","startTime":13.23,"endTime":18.66,"body":"ChatGPT or Google's Bard, or all"},{"speaker":"Matt Wolach","startTime":13.23,"endTime":18.66,"body":"the other potential AI options"},{"speaker":"Matt Wolach","startTime":18.66,"endTime":21.33,"body":"for creating copy. And as a"},{"speaker":"Matt Wolach","startTime":18.66,"endTime":21.33,"body":"software leader, it sounds so"},{"speaker":"Matt Wolach","startTime":21.33,"endTime":23.58,"body":"easy. Just put in a couple of"},{"speaker":"Matt Wolach","startTime":21.33,"endTime":23.58,"body":"words, and then it spits out"},{"speaker":"Matt Wolach","startTime":23.58,"endTime":27.18,"body":"your entire website. That sounds"},{"speaker":"Matt Wolach","startTime":23.58,"endTime":27.18,"body":"amazing. But is it really the"},{"speaker":"Matt Wolach","startTime":27.18,"endTime":30.03,"body":"best path forward? Well, I had"},{"speaker":"Matt Wolach","startTime":27.18,"endTime":30.03,"body":"Aaron Wrixon on the show, and"},{"speaker":"Matt Wolach","startTime":30.03,"endTime":31.95,"body":"he's a copywriter. And of"},{"speaker":"Matt Wolach","startTime":30.03,"endTime":31.95,"body":"course, he thinks that"},{"speaker":"Matt Wolach","startTime":31.95,"endTime":34.44,"body":"copywriting is good, but he"},{"speaker":"Matt Wolach","startTime":31.95,"endTime":34.44,"body":"actually goes in breaks down the"},{"speaker":"Matt Wolach","startTime":34.44,"endTime":38.37,"body":"pros and cons of using an API to"},{"speaker":"Matt Wolach","startTime":34.44,"endTime":38.37,"body":"create your copy as well as he"},{"speaker":"Matt Wolach","startTime":38.37,"endTime":41.22,"body":"gives us some advice for how to"},{"speaker":"Matt Wolach","startTime":38.37,"endTime":41.22,"body":"use maybe there's specific"},{"speaker":"Matt Wolach","startTime":41.22,"endTime":43.71,"body":"things we can do with it that"},{"speaker":"Matt Wolach","startTime":41.22,"endTime":43.71,"body":"will be helpful and really"},{"speaker":"Matt Wolach","startTime":43.71,"endTime":46.11,"body":"accelerate the process and save"},{"speaker":"Matt Wolach","startTime":43.71,"endTime":46.11,"body":"you quite a bit of money. So"},{"speaker":"Matt Wolach","startTime":46.11,"endTime":48.21,"body":"check this one out. If you're"},{"speaker":"Matt Wolach","startTime":46.11,"endTime":48.21,"body":"looking to make sure that your"},{"speaker":"Matt Wolach","startTime":48.21,"endTime":51.54,"body":"copy converts, Aaron is going to"},{"speaker":"Matt Wolach","startTime":48.21,"endTime":51.54,"body":"walk you through how to do that."},{"speaker":"Intro/ Outro","startTime":52.29,"endTime":55.53,"body":"Welcome to Scale"},{"speaker":"Intro/ Outro","startTime":52.29,"endTime":55.53,"body":"Your SaaS, the podcast that"},{"speaker":"Intro/ Outro","startTime":55.53,"endTime":58.65,"body":"gives you proven techniques and"},{"speaker":"Intro/ Outro","startTime":55.53,"endTime":58.65,"body":"formulas for boosting your"},{"speaker":"Intro/ Outro","startTime":58.65,"endTime":62.61,"body":"revenue and achieving your dream"},{"speaker":"Intro/ Outro","startTime":58.65,"endTime":62.61,"body":"exit brought to you by a guy"},{"speaker":"Intro/ Outro","startTime":62.61,"endTime":67.47,"body":"who's done just that multiple"},{"speaker":"Intro/ Outro","startTime":62.61,"endTime":67.47,"body":"times. Here's your host, Matt"},{"speaker":"Intro/ Outro","startTime":67.5,"endTime":67.95,"body":"Wolach."},{"speaker":"Matt Wolach","startTime":68.64,"endTime":71.4,"body":"Welcome to scale"},{"speaker":"Matt Wolach","startTime":68.64,"endTime":71.4,"body":"your SAS super excited to have"},{"speaker":"Matt Wolach","startTime":71.4,"endTime":73.86,"body":"you here. Thank you for coming."},{"speaker":"Matt Wolach","startTime":71.4,"endTime":73.86,"body":"If you're watching on YouTube,"},{"speaker":"Matt Wolach","startTime":73.86,"endTime":76.02,"body":"thanks for watching. If you're"},{"speaker":"Matt Wolach","startTime":73.86,"endTime":76.02,"body":"listening on the podcast"},{"speaker":"Matt Wolach","startTime":76.02,"endTime":78.69,"body":"network, thank you very much."},{"speaker":"Matt Wolach","startTime":76.02,"endTime":78.69,"body":"Our goal here is to help you"},{"speaker":"Matt Wolach","startTime":78.69,"endTime":82.2,"body":"understand how to grow more"},{"speaker":"Matt Wolach","startTime":78.69,"endTime":82.2,"body":"leads, how to close those deals,"},{"speaker":"Matt Wolach","startTime":82.38,"endTime":84.84,"body":"and really scale your SAS. So"},{"speaker":"Matt Wolach","startTime":82.38,"endTime":84.84,"body":"thanks for being here. If this"},{"speaker":"Matt Wolach","startTime":84.84,"endTime":87.15,"body":"is your first time, make sure"},{"speaker":"Matt Wolach","startTime":84.84,"endTime":87.15,"body":"you are subscribed to the show,"},{"speaker":"Matt Wolach","startTime":87.15,"endTime":89.97,"body":"hit that subscribe button. That"},{"speaker":"Matt Wolach","startTime":87.15,"endTime":89.97,"body":"way you're going to be notified"},{"speaker":"Matt Wolach","startTime":89.97,"endTime":92.61,"body":"of any new stuff that comes out"},{"speaker":"Matt Wolach","startTime":89.97,"endTime":92.61,"body":"and all the cool people were"},{"speaker":"Matt Wolach","startTime":92.61,"endTime":96.33,"body":"talking to so that you can grow"},{"speaker":"Matt Wolach","startTime":92.61,"endTime":96.33,"body":"your company. And I am super"},{"speaker":"Matt Wolach","startTime":96.36,"endTime":99.78,"body":"delighted for my guest today."},{"speaker":"Matt Wolach","startTime":96.36,"endTime":99.78,"body":"I've got Aaron Wrixon with us,"},{"speaker":"Matt Wolach","startTime":99.78,"endTime":100.68,"body":"Aaron, how you doing?"},{"speaker":"Aaron Wrixon","startTime":101.1,"endTime":103.23,"body":"I'm good, Matt,"},{"speaker":"Aaron Wrixon","startTime":101.1,"endTime":103.23,"body":"thank you. I'm having a good"},{"speaker":"Aaron Wrixon","startTime":103.23,"endTime":107.94,"body":"time already. I'm excited to be"},{"speaker":"Aaron Wrixon","startTime":103.23,"endTime":107.94,"body":"here and excited to talk about"},{"speaker":"Aaron Wrixon","startTime":107.97,"endTime":110.58,"body":"scaling says I'd say again,"},{"speaker":"Aaron Wrixon","startTime":107.97,"endTime":110.58,"body":"congratulations on the name"},{"speaker":"Aaron Wrixon","startTime":110.58,"endTime":111.06,"body":"change."},{"speaker":"Matt Wolach","startTime":112.32,"endTime":114.42,"body":"Thank you. Yeah,"},{"speaker":"Matt Wolach","startTime":112.32,"endTime":114.42,"body":"it's it's been a fun ride."},{"speaker":"Matt Wolach","startTime":114.42,"endTime":117.27,"body":"Everybody seems to have drawn to"},{"speaker":"Matt Wolach","startTime":114.42,"endTime":117.27,"body":"it. We've actually boosted our"},{"speaker":"Matt Wolach","startTime":117.27,"endTime":121.02,"body":"subscriber count our download"},{"speaker":"Matt Wolach","startTime":117.27,"endTime":121.02,"body":"video view count. So everybody"},{"speaker":"Matt Wolach","startTime":121.02,"endTime":124.47,"body":"seems to like that. So we're"},{"speaker":"Matt Wolach","startTime":121.02,"endTime":124.47,"body":"very glad of that. It just"},{"speaker":"Matt Wolach","startTime":124.47,"endTime":128.25,"body":"reminds me that I am not smart."},{"speaker":"Matt Wolach","startTime":124.47,"endTime":128.25,"body":"And I came up with the original"},{"speaker":"Matt Wolach","startTime":128.25,"endTime":130.2,"body":"name, and he's not a good one."},{"speaker":"Matt Wolach","startTime":128.25,"endTime":130.2,"body":"So I'm glad that we have a"},{"speaker":"Matt Wolach","startTime":130.2,"endTime":132.03,"body":"better one. My team was like,"},{"speaker":"Matt Wolach","startTime":130.2,"endTime":132.03,"body":"hey, what about this, like,"},{"speaker":"Matt Wolach","startTime":132.03,"endTime":135.78,"body":"okay, but thank you for that. So"},{"speaker":"Matt Wolach","startTime":132.03,"endTime":135.78,"body":"let me just let me just make"},{"speaker":"Matt Wolach","startTime":135.78,"endTime":139.47,"body":"sure that everybody knows who"},{"speaker":"Matt Wolach","startTime":135.78,"endTime":139.47,"body":"you are Aaron. So Aaron is the"},{"speaker":"Matt Wolach","startTime":139.47,"endTime":143.43,"body":"founder at Rixon. And it's"},{"speaker":"Matt Wolach","startTime":139.47,"endTime":143.43,"body":"really cool. He has been paid"},{"speaker":"Matt Wolach","startTime":143.43,"endTime":147.87,"body":"for writing well over 8 million"},{"speaker":"Matt Wolach","startTime":143.43,"endTime":147.87,"body":"words. And that's the equivalent"},{"speaker":"Matt Wolach","startTime":147.87,"endTime":152.34,"body":"of more than 13 copies of war in"},{"speaker":"Matt Wolach","startTime":147.87,"endTime":152.34,"body":"peace, that giant super thick"},{"speaker":"Matt Wolach","startTime":152.34,"endTime":155.73,"body":"novel. He's written for about"},{"speaker":"Matt Wolach","startTime":152.34,"endTime":155.73,"body":"150 Different industries across"},{"speaker":"Matt Wolach","startTime":155.73,"endTime":159.39,"body":"the English speaking world and"},{"speaker":"Matt Wolach","startTime":155.73,"endTime":159.39,"body":"now focuses on smart b2b SaaS"},{"speaker":"Matt Wolach","startTime":159.39,"endTime":162.81,"body":"companies with great products."},{"speaker":"Matt Wolach","startTime":159.39,"endTime":162.81,"body":"So once again, Aaron, thanks for"},{"speaker":"Matt Wolach","startTime":162.81,"endTime":163.62,"body":"coming on the show."},{"speaker":"Aaron Wrixon","startTime":164.04,"endTime":167.1,"body":"Thank you. I'm in"},{"speaker":"Aaron Wrixon","startTime":164.04,"endTime":167.1,"body":"fifth still feels pretty good to"},{"speaker":"Aaron Wrixon","startTime":167.1,"endTime":169.62,"body":"hear you say that stuff. 8"},{"speaker":"Aaron Wrixon","startTime":167.1,"endTime":169.62,"body":"million words is a lot of words."},{"speaker":"Matt Wolach","startTime":172.32,"endTime":174.45,"body":"That is, but it"},{"speaker":"Matt Wolach","startTime":172.32,"endTime":174.45,"body":"shows you're super experienced"},{"speaker":"Matt Wolach","startTime":174.45,"endTime":176.46,"body":"and know what you're doing. So"},{"speaker":"Matt Wolach","startTime":174.45,"endTime":176.46,"body":"tell me what's going on with you"},{"speaker":"Matt Wolach","startTime":176.46,"endTime":177.57,"body":"lately and what's coming up?"},{"speaker":"Aaron Wrixon","startTime":178.95,"endTime":182.01,"body":"Well, as you"},{"speaker":"Aaron Wrixon","startTime":178.95,"endTime":182.01,"body":"mentioned, these days, I'm"},{"speaker":"Aaron Wrixon","startTime":182.04,"endTime":186.51,"body":"focused on working with b2b SaaS"},{"speaker":"Aaron Wrixon","startTime":182.04,"endTime":186.51,"body":"that have a good product that"},{"speaker":"Aaron Wrixon","startTime":186.51,"endTime":189.57,"body":"maybe don't necessarily have"},{"speaker":"Aaron Wrixon","startTime":186.51,"endTime":189.57,"body":"their message dialed in. I've"},{"speaker":"Aaron Wrixon","startTime":189.57,"endTime":194.07,"body":"done in the past everything from"},{"speaker":"Aaron Wrixon","startTime":189.57,"endTime":194.07,"body":"a condom subscription to a"},{"speaker":"Aaron Wrixon","startTime":194.1,"endTime":198.78,"body":"kidney dialysis machine. So"},{"speaker":"Aaron Wrixon","startTime":194.1,"endTime":198.78,"body":"long, long, long history these"},{"speaker":"Aaron Wrixon","startTime":198.78,"endTime":205.89,"body":"days and SaaS working on a"},{"speaker":"Aaron Wrixon","startTime":198.78,"endTime":205.89,"body":"course on copywriting working on"},{"speaker":"Aaron Wrixon","startTime":205.89,"endTime":212.07,"body":"a book about how to write a"},{"speaker":"Aaron Wrixon","startTime":205.89,"endTime":212.07,"body":"great SAS website. Pretty fun."},{"speaker":"Aaron Wrixon","startTime":212.13,"endTime":216.3,"body":"Oh, and you know, as we will"},{"speaker":"Aaron Wrixon","startTime":212.13,"endTime":216.3,"body":"discover later in the call, I"},{"speaker":"Aaron Wrixon","startTime":216.3,"endTime":219.54,"body":"get about six emails a day I'm"},{"speaker":"Aaron Wrixon","startTime":216.3,"endTime":219.54,"body":"working on answering those about"},{"speaker":"Aaron Wrixon","startTime":219.75,"endTime":222.6,"body":"what I'm going to do once AI"},{"speaker":"Aaron Wrixon","startTime":219.75,"endTime":222.6,"body":"puts me out of a job"},{"speaker":"Matt Wolach","startTime":225.39,"endTime":226.98,"body":"well, I'm excited"},{"speaker":"Matt Wolach","startTime":225.39,"endTime":226.98,"body":"to talk about that because I'm"},{"speaker":"Matt Wolach","startTime":226.98,"endTime":231.84,"body":"not so sure that's gonna happen"},{"speaker":"Matt Wolach","startTime":226.98,"endTime":231.84,"body":"but go back what gave you the"},{"speaker":"Matt Wolach","startTime":231.84,"endTime":234.27,"body":"idea that to help others with"},{"speaker":"Matt Wolach","startTime":231.84,"endTime":234.27,"body":"their copywriting?"},{"speaker":"Aaron Wrixon","startTime":235.02,"endTime":240.9,"body":"Well, I I started"},{"speaker":"Aaron Wrixon","startTime":235.02,"endTime":240.9,"body":"out long ago in sort of"},{"speaker":"Aaron Wrixon","startTime":240.9,"endTime":247.68,"body":"corporate Canada, or even worse"},{"speaker":"Aaron Wrixon","startTime":240.9,"endTime":247.68,"body":"government, Canada. And I was"},{"speaker":"Aaron Wrixon","startTime":247.68,"endTime":252.75,"body":"always good with words. But once"},{"speaker":"Aaron Wrixon","startTime":247.68,"endTime":252.75,"body":"I discovered sort of the classic"},{"speaker":"Aaron Wrixon","startTime":252.75,"endTime":256.38,"body":"copywriters, Rosser Reeves and"},{"speaker":"Aaron Wrixon","startTime":252.75,"endTime":256.38,"body":"Eugene Schwartz and these kinds"},{"speaker":"Aaron Wrixon","startTime":256.38,"endTime":260.19,"body":"of people, that was this for me,"},{"speaker":"Aaron Wrixon","startTime":256.38,"endTime":260.19,"body":"I realized, oh, wow, you can"},{"speaker":"Aaron Wrixon","startTime":260.19,"endTime":266.34,"body":"actually persuade with words."},{"speaker":"Aaron Wrixon","startTime":260.19,"endTime":266.34,"body":"And so through training and"},{"speaker":"Aaron Wrixon","startTime":266.34,"endTime":269.58,"body":"writing, I've really kind of"},{"speaker":"Aaron Wrixon","startTime":266.34,"endTime":269.58,"body":"fell in love with the idea of"},{"speaker":"Aaron Wrixon","startTime":269.58,"endTime":273.6,"body":"helping companies like, perhaps"},{"speaker":"Aaron Wrixon","startTime":269.58,"endTime":273.6,"body":"like a lot of the people that"},{"speaker":"Aaron Wrixon","startTime":273.6,"endTime":278.88,"body":"are listening to this podcast."},{"speaker":"Aaron Wrixon","startTime":273.6,"endTime":278.88,"body":"We've all there's all you know,"},{"speaker":"Aaron Wrixon","startTime":278.88,"endTime":282.63,"body":"tons of stories about the great"},{"speaker":"Aaron Wrixon","startTime":278.88,"endTime":282.63,"body":"product that just didn't make"},{"speaker":"Aaron Wrixon","startTime":282.63,"endTime":287.79,"body":"it, right. You've got product"},{"speaker":"Aaron Wrixon","startTime":282.63,"endTime":287.79,"body":"market fit, but it's still sort"},{"speaker":"Aaron Wrixon","startTime":287.79,"endTime":290.01,"body":"of, you can't get the traction"},{"speaker":"Aaron Wrixon","startTime":287.79,"endTime":290.01,"body":"you want and you run out of"},{"speaker":"Aaron Wrixon","startTime":290.01,"endTime":295.83,"body":"funding and just it's just over."},{"speaker":"Aaron Wrixon","startTime":290.01,"endTime":295.83,"body":"A lot of times that's because"},{"speaker":"Aaron Wrixon","startTime":297.54,"endTime":300.3,"body":"the messaging is wrong, right. I"},{"speaker":"Aaron Wrixon","startTime":297.54,"endTime":300.3,"body":"would say that a great product"},{"speaker":"Aaron Wrixon","startTime":300.3,"endTime":302.61,"body":"is half of the question you need"},{"speaker":"Aaron Wrixon","startTime":300.3,"endTime":302.61,"body":"the product, but you also need"},{"speaker":"Aaron Wrixon","startTime":302.61,"endTime":305.82,"body":"the messaging. And I found that"},{"speaker":"Aaron Wrixon","startTime":302.61,"endTime":305.82,"body":"I could take what I knew about"},{"speaker":"Aaron Wrixon","startTime":305.82,"endTime":309.54,"body":"copywriting and help people"},{"speaker":"Aaron Wrixon","startTime":305.82,"endTime":309.54,"body":"really dial in on, you know,"},{"speaker":"Aaron Wrixon","startTime":309.54,"endTime":312.39,"body":"dialing in an audience delanoe"},{"speaker":"Aaron Wrixon","startTime":309.54,"endTime":312.39,"body":"the messaging dial in on how to"},{"speaker":"Aaron Wrixon","startTime":312.63,"endTime":315.06,"body":"how to communicate instantly"},{"speaker":"Aaron Wrixon","startTime":312.63,"endTime":315.06,"body":"what the value of the product"},{"speaker":"Aaron Wrixon","startTime":315.06,"endTime":318.69,"body":"is, and help more people fall in"},{"speaker":"Aaron Wrixon","startTime":315.06,"endTime":318.69,"body":"love with their product. That's"},{"speaker":"Aaron Wrixon","startTime":318.69,"endTime":319.92,"body":"how come I do what I do."},{"speaker":"Matt Wolach","startTime":321.78,"endTime":323.82,"body":"I love it. Well,"},{"speaker":"Matt Wolach","startTime":321.78,"endTime":323.82,"body":"those of us who don't know what"},{"speaker":"Matt Wolach","startTime":323.82,"endTime":328.35,"body":"we're doing on copywriting glad"},{"speaker":"Matt Wolach","startTime":323.82,"endTime":328.35,"body":"that you're helping people. And"},{"speaker":"Matt Wolach","startTime":328.35,"endTime":330.99,"body":"what is that? So if you've got a"},{"speaker":"Matt Wolach","startTime":328.35,"endTime":330.99,"body":"SaaS business, you got some"},{"speaker":"Matt Wolach","startTime":330.99,"endTime":334.86,"body":"leaders and they feel like they"},{"speaker":"Matt Wolach","startTime":330.99,"endTime":334.86,"body":"can write their website or, or"},{"speaker":"Matt Wolach","startTime":334.86,"endTime":338.52,"body":"do other copy? What can an"},{"speaker":"Matt Wolach","startTime":334.86,"endTime":338.52,"body":"expert copywriter come in and do"},{"speaker":"Matt Wolach","startTime":338.52,"endTime":341.94,"body":"like, what kind of difference"},{"speaker":"Matt Wolach","startTime":338.52,"endTime":341.94,"body":"can that make for a company?"},{"speaker":"Aaron Wrixon","startTime":342.72,"endTime":346.23,"body":"Well, I mean, you"},{"speaker":"Aaron Wrixon","startTime":342.72,"endTime":346.23,"body":"know, the founder question, I"},{"speaker":"Aaron Wrixon","startTime":346.23,"endTime":348.69,"body":"think there's a book called The"},{"speaker":"Aaron Wrixon","startTime":346.23,"endTime":348.69,"body":"Founders dilemma. I call it the"},{"speaker":"Aaron Wrixon","startTime":348.69,"endTime":355.26,"body":"copy trap. You're either by"},{"speaker":"Aaron Wrixon","startTime":348.69,"endTime":355.26,"body":"choice or by necessity. Writing"},{"speaker":"Aaron Wrixon","startTime":355.26,"endTime":361.71,"body":"a copy of yourself. What I can"},{"speaker":"Aaron Wrixon","startTime":355.26,"endTime":361.71,"body":"do is provide that outside"},{"speaker":"Aaron Wrixon","startTime":363.03,"endTime":369.3,"body":"perspective and an effective set"},{"speaker":"Aaron Wrixon","startTime":363.03,"endTime":369.3,"body":"of tools to help get inside your"},{"speaker":"Aaron Wrixon","startTime":369.3,"endTime":373.26,"body":"head to figure out exactly what"},{"speaker":"Aaron Wrixon","startTime":369.3,"endTime":373.26,"body":"your product does and exactly"},{"speaker":"Aaron Wrixon","startTime":373.26,"endTime":378.15,"body":"why it's great. Get inside the"},{"speaker":"Aaron Wrixon","startTime":373.26,"endTime":378.15,"body":"heads of your best customers,"},{"speaker":"Aaron Wrixon","startTime":378.63,"endTime":382.26,"body":"figure out what makes them tick,"},{"speaker":"Aaron Wrixon","startTime":378.63,"endTime":382.26,"body":"throw it all together,"},{"speaker":"Aaron Wrixon","startTime":382.59,"endTime":385.74,"body":"synthesize it, then let it sit"},{"speaker":"Aaron Wrixon","startTime":382.59,"endTime":385.74,"body":"and come up with something"},{"speaker":"Aaron Wrixon","startTime":385.74,"endTime":388.17,"body":"that's never been said before. I"},{"speaker":"Aaron Wrixon","startTime":385.74,"endTime":388.17,"body":"mean, that's really my job is to"},{"speaker":"Aaron Wrixon","startTime":388.17,"endTime":392.46,"body":"find a way to communicate your"},{"speaker":"Aaron Wrixon","startTime":388.17,"endTime":392.46,"body":"value. In a fashion that's never"},{"speaker":"Aaron Wrixon","startTime":392.46,"endTime":398.34,"body":"been said before. In copywriting"},{"speaker":"Aaron Wrixon","startTime":392.46,"endTime":398.34,"body":"Well, the big idea, that's what"},{"speaker":"Aaron Wrixon","startTime":398.34,"endTime":404.25,"body":"I try to do is find the big idea"},{"speaker":"Aaron Wrixon","startTime":398.34,"endTime":404.25,"body":"behind your product and put it"},{"speaker":"Aaron Wrixon","startTime":404.25,"endTime":407.64,"body":"out in the world, that big idea"},{"speaker":"Aaron Wrixon","startTime":404.25,"endTime":407.64,"body":"will instantly answer a lot of"},{"speaker":"Aaron Wrixon","startTime":407.82,"endTime":412.11,"body":"key questions like, Who is this"},{"speaker":"Aaron Wrixon","startTime":407.82,"endTime":412.11,"body":"product for? You know, is it for"},{"speaker":"Aaron Wrixon","startTime":412.11,"endTime":415.08,"body":"me? Is it going to help me with"},{"speaker":"Aaron Wrixon","startTime":412.11,"endTime":415.08,"body":"the problem that I'm struggling"},{"speaker":"Aaron Wrixon","startTime":415.08,"endTime":418.5,"body":"with right now? Why should I get"},{"speaker":"Aaron Wrixon","startTime":415.08,"endTime":418.5,"body":"it now? Can I trust you, all"},{"speaker":"Aaron Wrixon","startTime":418.5,"endTime":422.49,"body":"these things can be summed up by"},{"speaker":"Aaron Wrixon","startTime":418.5,"endTime":422.49,"body":"a copywriter, not just me, but"},{"speaker":"Aaron Wrixon","startTime":422.52,"endTime":427.08,"body":"by a good copywriter. And just a"},{"speaker":"Aaron Wrixon","startTime":422.52,"endTime":427.08,"body":"few sentences, where it might"},{"speaker":"Aaron Wrixon","startTime":427.08,"endTime":432.09,"body":"take a software leader? Three"},{"speaker":"Aaron Wrixon","startTime":427.08,"endTime":432.09,"body":"pages to get to the point and"},{"speaker":"Aaron Wrixon","startTime":432.78,"endTime":434.91,"body":"three weeks to try to write"},{"speaker":"Aaron Wrixon","startTime":432.78,"endTime":434.91,"body":"those three pages."},{"speaker":"Matt Wolach","startTime":436.74,"endTime":437.91,"body":"Oh, that's"},{"speaker":"Matt Wolach","startTime":436.74,"endTime":437.91,"body":"interesting. That makes a lot of"},{"speaker":"Matt Wolach","startTime":437.91,"endTime":440.55,"body":"sense that somebody who has"},{"speaker":"Matt Wolach","startTime":437.91,"endTime":440.55,"body":"tried to get all that"},{"speaker":"Matt Wolach","startTime":440.55,"endTime":443.88,"body":"information in a succinct way"},{"speaker":"Matt Wolach","startTime":440.55,"endTime":443.88,"body":"and had those three pages, I"},{"speaker":"Matt Wolach","startTime":443.88,"endTime":447.27,"body":"totally get it. And one of the"},{"speaker":"Matt Wolach","startTime":443.88,"endTime":447.27,"body":"things people are doing now, I"},{"speaker":"Matt Wolach","startTime":447.27,"endTime":450.87,"body":"mean, everybody's talking about"},{"speaker":"Matt Wolach","startTime":447.27,"endTime":450.87,"body":"chat GPT, of course, and can it"},{"speaker":"Matt Wolach","startTime":450.87,"endTime":455.07,"body":"really solve all our copy"},{"speaker":"Matt Wolach","startTime":450.87,"endTime":455.07,"body":"problems? So is that how do you"},{"speaker":"Matt Wolach","startTime":455.07,"endTime":457.53,"body":"feel about that, that now that"},{"speaker":"Matt Wolach","startTime":455.07,"endTime":457.53,"body":"this is here? What's going on"},{"speaker":"Matt Wolach","startTime":457.53,"endTime":457.92,"body":"with that?"},{"speaker":"Aaron Wrixon","startTime":458.25,"endTime":460.38,"body":"Well, as I"},{"speaker":"Aaron Wrixon","startTime":458.25,"endTime":460.38,"body":"mentioned, I get a lot of emails"},{"speaker":"Aaron Wrixon","startTime":460.5,"endTime":464.37,"body":"telling me that my career is"},{"speaker":"Aaron Wrixon","startTime":460.5,"endTime":464.37,"body":"over. Of course, you can"},{"speaker":"Aaron Wrixon","startTime":464.37,"endTime":469.26,"body":"imagine. My you know, the answer"},{"speaker":"Aaron Wrixon","startTime":464.37,"endTime":469.26,"body":"that everybody wants me to say"},{"speaker":"Aaron Wrixon","startTime":469.26,"endTime":475.89,"body":"or that expects me to say is"},{"speaker":"Aaron Wrixon","startTime":469.26,"endTime":475.89,"body":"that AI can't solve any of our"},{"speaker":"Aaron Wrixon","startTime":475.89,"endTime":480.45,"body":"copy problems. That's not"},{"speaker":"Aaron Wrixon","startTime":475.89,"endTime":480.45,"body":"exactly the case. There are"},{"speaker":"Aaron Wrixon","startTime":480.45,"endTime":483.12,"body":"things that it can do, I like to"},{"speaker":"Aaron Wrixon","startTime":480.45,"endTime":483.12,"body":"compare it to the difference"},{"speaker":"Aaron Wrixon","startTime":483.12,"endTime":487.89,"body":"between a professionally cooked"},{"speaker":"Aaron Wrixon","startTime":483.12,"endTime":487.89,"body":"meal by a chef and a microwave"},{"speaker":"Aaron Wrixon","startTime":487.89,"endTime":490.74,"body":"dinner. You know, when I was"},{"speaker":"Aaron Wrixon","startTime":487.89,"endTime":490.74,"body":"growing up, we had TV dinners he"},{"speaker":"Aaron Wrixon","startTime":490.74,"endTime":493.92,"body":"had to make in the oven. But now"},{"speaker":"Aaron Wrixon","startTime":490.74,"endTime":493.92,"body":"you can pop it in the microwave,"},{"speaker":"Aaron Wrixon","startTime":494.61,"endTime":499.56,"body":"and have a meal inside of three"},{"speaker":"Aaron Wrixon","startTime":494.61,"endTime":499.56,"body":"minutes. That's great, right?"},{"speaker":"Aaron Wrixon","startTime":500.22,"endTime":504.51,"body":"Like a chef, a copywriter will"},{"speaker":"Aaron Wrixon","startTime":500.22,"endTime":504.51,"body":"study for years and years and"},{"speaker":"Aaron Wrixon","startTime":504.51,"endTime":507.9,"body":"practice and practice and get"},{"speaker":"Aaron Wrixon","startTime":504.51,"endTime":507.9,"body":"really good at creating website"},{"speaker":"Aaron Wrixon","startTime":507.9,"endTime":511.86,"body":"copy that speaks directly to"},{"speaker":"Aaron Wrixon","startTime":507.9,"endTime":511.86,"body":"target audience that drives"},{"speaker":"Aaron Wrixon","startTime":511.86,"endTime":515.76,"body":"conversions. copywriter will"},{"speaker":"Aaron Wrixon","startTime":511.86,"endTime":515.76,"body":"understand the nuances of"},{"speaker":"Aaron Wrixon","startTime":515.76,"endTime":519.84,"body":"language, how to craft really"},{"speaker":"Aaron Wrixon","startTime":515.76,"endTime":519.84,"body":"compelling copy that resonates"},{"speaker":"Aaron Wrixon","startTime":519.84,"endTime":524.88,"body":"with readers. A copywriter will"},{"speaker":"Aaron Wrixon","startTime":519.84,"endTime":524.88,"body":"provide valuable insights into"},{"speaker":"Aaron Wrixon","startTime":524.88,"endTime":529.74,"body":"what works best for your"},{"speaker":"Aaron Wrixon","startTime":524.88,"endTime":529.74,"body":"company's unique needs. Now like"},{"speaker":"Aaron Wrixon","startTime":529.74,"endTime":534.9,"body":"a really great meal made by a"},{"speaker":"Aaron Wrixon","startTime":529.74,"endTime":534.9,"body":"chef back to cost a lot of"},{"speaker":"Aaron Wrixon","startTime":534.9,"endTime":540.3,"body":"money. So on the other hand, you"},{"speaker":"Aaron Wrixon","startTime":534.9,"endTime":540.3,"body":"have this Dr. Ai copy where it"},{"speaker":"Aaron Wrixon","startTime":540.3,"endTime":543.27,"body":"seems to spit out this magic,"},{"speaker":"Aaron Wrixon","startTime":540.3,"endTime":543.27,"body":"right and you can put in a"},{"speaker":"Aaron Wrixon","startTime":543.27,"endTime":547.62,"body":"prompt and in 20 seconds it"},{"speaker":"Aaron Wrixon","startTime":543.27,"endTime":547.62,"body":"spits out 250 words that can be"},{"speaker":"Aaron Wrixon","startTime":547.62,"endTime":551.31,"body":"super fast and efficient. But it"},{"speaker":"Aaron Wrixon","startTime":547.62,"endTime":551.31,"body":"really is like a microwave"},{"speaker":"Aaron Wrixon","startTime":551.31,"endTime":554.55,"body":"dinner. The results might not be"},{"speaker":"Aaron Wrixon","startTime":551.31,"endTime":554.55,"body":"as fulfilling as they should."},{"speaker":"Aaron Wrixon","startTime":555.06,"endTime":556.95,"body":"They maybe they're not as"},{"speaker":"Aaron Wrixon","startTime":555.06,"endTime":556.95,"body":"satisfying as if you made"},{"speaker":"Aaron Wrixon","startTime":556.95,"endTime":560.79,"body":"something from scratch. Maybe"},{"speaker":"Aaron Wrixon","startTime":556.95,"endTime":560.79,"body":"they're not as nutritious maybe"},{"speaker":"Aaron Wrixon","startTime":560.79,"endTime":565.62,"body":"if that's all you eat, you're"},{"speaker":"Aaron Wrixon","startTime":560.79,"endTime":565.62,"body":"going to end up for 400 pounds"},{"speaker":"Aaron Wrixon","startTime":565.62,"endTime":572.16,"body":"and still ironically"},{"speaker":"Aaron Wrixon","startTime":565.62,"endTime":572.16,"body":"malnourished. So it has its"},{"speaker":"Aaron Wrixon","startTime":572.16,"endTime":574.95,"body":"purposes if you're in a hurry"},{"speaker":"Aaron Wrixon","startTime":572.16,"endTime":574.95,"body":"and you want to eat something"},{"speaker":"Aaron Wrixon","startTime":574.98,"endTime":577.95,"body":"pops up in the microwave. If"},{"speaker":"Aaron Wrixon","startTime":574.98,"endTime":577.95,"body":"you're in a hurry and you need a"},{"speaker":"Aaron Wrixon","startTime":577.95,"endTime":583.74,"body":"piece copy or you need to some"},{"speaker":"Aaron Wrixon","startTime":577.95,"endTime":583.74,"body":"inspiration for a piece copy. Go"},{"speaker":"Aaron Wrixon","startTime":583.74,"endTime":590.79,"body":"ahead and check out what AI has"},{"speaker":"Aaron Wrixon","startTime":583.74,"endTime":590.79,"body":"to do. But you know for me right"},{"speaker":"Aaron Wrixon","startTime":590.79,"endTime":593.82,"body":"now, it's such a transitional"},{"speaker":"Aaron Wrixon","startTime":590.79,"endTime":593.82,"body":"time it shows it shows so much"},{"speaker":"Aaron Wrixon","startTime":593.82,"endTime":598.32,"body":"promise. And you know without"},{"speaker":"Aaron Wrixon","startTime":593.82,"endTime":598.32,"body":"resorting to scare tactics,"},{"speaker":"Aaron Wrixon","startTime":598.8,"endTime":603.3,"body":"there's some threats Are two I"},{"speaker":"Aaron Wrixon","startTime":598.8,"endTime":603.3,"body":"don't know what Google plans to"},{"speaker":"Aaron Wrixon","startTime":603.3,"endTime":607.74,"body":"do with AI copy. I don't know"},{"speaker":"Aaron Wrixon","startTime":603.3,"endTime":607.74,"body":"whether they plan to penalize AI"},{"speaker":"Aaron Wrixon","startTime":607.74,"endTime":611.46,"body":"copy. I don't know now that"},{"speaker":"Aaron Wrixon","startTime":607.74,"endTime":611.46,"body":"they're announcing their own cut"},{"speaker":"Aaron Wrixon","startTime":611.46,"endTime":613.95,"body":"means, as we're recording this,"},{"speaker":"Aaron Wrixon","startTime":611.46,"endTime":613.95,"body":"they announced today, they"},{"speaker":"Aaron Wrixon","startTime":613.95,"endTime":617.97,"body":"showed it off today. I don't"},{"speaker":"Aaron Wrixon","startTime":613.95,"endTime":617.97,"body":"know whether they're going to"},{"speaker":"Aaron Wrixon","startTime":617.97,"endTime":621.42,"body":"deprecate other technologies in"},{"speaker":"Aaron Wrixon","startTime":617.97,"endTime":621.42,"body":"favor, there's because there's a"},{"speaker":"Aaron Wrixon","startTime":621.42,"endTime":624.78,"body":"somehow better I just have no"},{"speaker":"Aaron Wrixon","startTime":621.42,"endTime":624.78,"body":"idea what the next year at 18"},{"speaker":"Aaron Wrixon","startTime":624.78,"endTime":631.86,"body":"months, it's gonna hold for AI"},{"speaker":"Aaron Wrixon","startTime":624.78,"endTime":631.86,"body":"generated copy? So the answer to"},{"speaker":"Aaron Wrixon","startTime":631.86,"endTime":634.68,"body":"the question is, let's just wait"},{"speaker":"Aaron Wrixon","startTime":631.86,"endTime":634.68,"body":"and see, maybe it will put me"},{"speaker":"Aaron Wrixon","startTime":634.68,"endTime":637.44,"body":"out of a job. I strongly doubt"},{"speaker":"Aaron Wrixon","startTime":634.68,"endTime":637.44,"body":"it. You've mentioned as much at"},{"speaker":"Aaron Wrixon","startTime":637.44,"endTime":641.01,"body":"the beginning of the"},{"speaker":"Aaron Wrixon","startTime":637.44,"endTime":641.01,"body":"conversation. Let's see where we"},{"speaker":"Aaron Wrixon","startTime":641.01,"endTime":641.4,"body":"go."},{"speaker":"Matt Wolach","startTime":642.87,"endTime":644.67,"body":"Yeah, super"},{"speaker":"Matt Wolach","startTime":642.87,"endTime":644.67,"body":"interesting to think about that"},{"speaker":"Matt Wolach","startTime":644.67,"endTime":646.62,"body":"future. But you know, I agree, I"},{"speaker":"Matt Wolach","startTime":644.67,"endTime":646.62,"body":"don't, I don't think I'm gonna"},{"speaker":"Matt Wolach","startTime":646.62,"endTime":649.77,"body":"do the everything in the bln."},{"speaker":"Matt Wolach","startTime":646.62,"endTime":649.77,"body":"Doll, it's like you said it's"},{"speaker":"Matt Wolach","startTime":650.1,"endTime":653.25,"body":"get to part of the way there."},{"speaker":"Matt Wolach","startTime":650.1,"endTime":653.25,"body":"But if you really need results"},{"speaker":"Matt Wolach","startTime":653.25,"endTime":656.82,"body":"from your website, or from your"},{"speaker":"Matt Wolach","startTime":653.25,"endTime":656.82,"body":"copy, you need someone who has"},{"speaker":"Matt Wolach","startTime":656.82,"endTime":660.66,"body":"that that nuance that a human"},{"speaker":"Matt Wolach","startTime":656.82,"endTime":660.66,"body":"can deliver. So I think I think"},{"speaker":"Matt Wolach","startTime":660.66,"endTime":663.42,"body":"a lot of people feel that way."},{"speaker":"Matt Wolach","startTime":660.66,"endTime":663.42,"body":"But let's, let's let's look at"},{"speaker":"Matt Wolach","startTime":663.42,"endTime":665.97,"body":"it. Let's look at some of the"},{"speaker":"Matt Wolach","startTime":663.42,"endTime":665.97,"body":"opportunity here. If we if we"},{"speaker":"Matt Wolach","startTime":665.97,"endTime":668.61,"body":"don't necessarily want it to do"},{"speaker":"Matt Wolach","startTime":665.97,"endTime":668.61,"body":"everything, like, Hey, here's"},{"speaker":"Matt Wolach","startTime":668.61,"endTime":672.27,"body":"three pieces about my business,"},{"speaker":"Matt Wolach","startTime":668.61,"endTime":672.27,"body":"go write the whole website. Can"},{"speaker":"Matt Wolach","startTime":672.27,"endTime":676.47,"body":"we use copy for to aid in our"},{"speaker":"Matt Wolach","startTime":672.27,"endTime":676.47,"body":"efforts in some way? Or it? Can"},{"speaker":"Matt Wolach","startTime":676.47,"endTime":678.87,"body":"we use AI? Should I say to aid"},{"speaker":"Matt Wolach","startTime":676.47,"endTime":678.87,"body":"in our copy efforts?"},{"speaker":"Aaron Wrixon","startTime":679.62,"endTime":681.84,"body":"Well, that's how I"},{"speaker":"Aaron Wrixon","startTime":679.62,"endTime":681.84,"body":"do it. Right. I mean, you"},{"speaker":"Aaron Wrixon","startTime":681.84,"endTime":683.64,"body":"mentioned that we all know how"},{"speaker":"Aaron Wrixon","startTime":681.84,"endTime":683.64,"body":"important it is to have"},{"speaker":"Aaron Wrixon","startTime":683.64,"endTime":686.7,"body":"compelling copy on your website."},{"speaker":"Aaron Wrixon","startTime":683.64,"endTime":686.7,"body":"This is going to be the first"},{"speaker":"Aaron Wrixon","startTime":686.7,"endTime":688.92,"body":"impression that a lot of people"},{"speaker":"Aaron Wrixon","startTime":686.7,"endTime":688.92,"body":"get it's going to be the thing"},{"speaker":"Aaron Wrixon","startTime":688.92,"endTime":692.76,"body":"that pushes them over the edge"},{"speaker":"Aaron Wrixon","startTime":688.92,"endTime":692.76,"body":"turns them from tire kicker to"},{"speaker":"Aaron Wrixon","startTime":692.76,"endTime":698.16,"body":"lead and perhaps customer. So,"},{"speaker":"Aaron Wrixon","startTime":692.76,"endTime":698.16,"body":"you know, I think what you're"},{"speaker":"Aaron Wrixon","startTime":698.16,"endTime":703.44,"body":"asking is, should you use a chat"},{"speaker":"Aaron Wrixon","startTime":698.16,"endTime":703.44,"body":"GPT or jasper.ai? Or a chibi or"},{"speaker":"Aaron Wrixon","startTime":703.92,"endTime":709.92,"body":"any of these tools? To? To kick"},{"speaker":"Aaron Wrixon","startTime":703.92,"endTime":709.92,"body":"it out? The answer is going to"},{"speaker":"Aaron Wrixon","startTime":709.92,"endTime":713.88,"body":"depend on needs and budget. But"},{"speaker":"Aaron Wrixon","startTime":709.92,"endTime":713.88,"body":"I think what you're what you're"},{"speaker":"Aaron Wrixon","startTime":713.88,"endTime":716.76,"body":"saying is it's also going to"},{"speaker":"Aaron Wrixon","startTime":713.88,"endTime":716.76,"body":"depend on what do you want to do"},{"speaker":"Aaron Wrixon","startTime":716.76,"endTime":720.81,"body":"with the thing? For me, I"},{"speaker":"Aaron Wrixon","startTime":716.76,"endTime":720.81,"body":"actually do use AI, because it"},{"speaker":"Aaron Wrixon","startTime":720.81,"endTime":724.38,"body":"really helps me the specific"},{"speaker":"Aaron Wrixon","startTime":720.81,"endTime":724.38,"body":"processes like ideating and"},{"speaker":"Aaron Wrixon","startTime":725.01,"endTime":730.98,"body":"outlining and letting a scan the"},{"speaker":"Aaron Wrixon","startTime":725.01,"endTime":730.98,"body":"web and spit out an answer"},{"speaker":"Aaron Wrixon","startTime":730.98,"endTime":736.14,"body":"that's, you know, that I can"},{"speaker":"Aaron Wrixon","startTime":730.98,"endTime":736.14,"body":"reasonably assume is close to"},{"speaker":"Aaron Wrixon","startTime":737.01,"endTime":742.38,"body":"what the internet thinks about a"},{"speaker":"Aaron Wrixon","startTime":737.01,"endTime":742.38,"body":"particular issue. So yeah, I"},{"speaker":"Aaron Wrixon","startTime":742.38,"endTime":747.0,"body":"mean, when you're staring at the"},{"speaker":"Aaron Wrixon","startTime":742.38,"endTime":747.0,"body":"blank page, and wondering what"},{"speaker":"Aaron Wrixon","startTime":747.0,"endTime":753.09,"body":"to write for, you know what to"},{"speaker":"Aaron Wrixon","startTime":747.0,"endTime":753.09,"body":"write for? Here's a copy on your"},{"speaker":"Aaron Wrixon","startTime":753.09,"endTime":759.33,"body":"homepage. Sure, you could ask"},{"speaker":"Aaron Wrixon","startTime":753.09,"endTime":759.33,"body":"something like chat TPT to, to"},{"speaker":"Aaron Wrixon","startTime":759.33,"endTime":764.7,"body":"tell you, and then take that."},{"speaker":"Aaron Wrixon","startTime":759.33,"endTime":764.7,"body":"And that's what that's when you"},{"speaker":"Aaron Wrixon","startTime":764.7,"endTime":767.49,"body":"have to engage with it as a"},{"speaker":"Aaron Wrixon","startTime":764.7,"endTime":767.49,"body":"human, you have to put your BS"},{"speaker":"Aaron Wrixon","startTime":767.49,"endTime":771.3,"body":"detector on and say, Does this"},{"speaker":"Aaron Wrixon","startTime":767.49,"endTime":771.3,"body":"make sense? Is this where I want"},{"speaker":"Aaron Wrixon","startTime":771.3,"endTime":775.44,"body":"to go? Is it accurately"},{"speaker":"Aaron Wrixon","startTime":771.3,"endTime":775.44,"body":"reflecting the value of my"},{"speaker":"Aaron Wrixon","startTime":775.44,"endTime":779.1,"body":"product? You know, frankly, once"},{"speaker":"Aaron Wrixon","startTime":775.44,"endTime":779.1,"body":"you hit that point, you're into"},{"speaker":"Aaron Wrixon","startTime":779.1,"endTime":785.37,"body":"copywriter territory, right? So"},{"speaker":"Aaron Wrixon","startTime":779.1,"endTime":785.37,"body":"can it's can it put me out of a"},{"speaker":"Aaron Wrixon","startTime":785.37,"endTime":787.68,"body":"job? I don't think so. Does it"},{"speaker":"Aaron Wrixon","startTime":785.37,"endTime":787.68,"body":"shortcut these processes? For"},{"speaker":"Aaron Wrixon","startTime":787.68,"endTime":788.04,"body":"sure."},{"speaker":"Matt Wolach","startTime":789.96,"endTime":792.54,"body":"Yeah, that makes"},{"speaker":"Matt Wolach","startTime":789.96,"endTime":792.54,"body":"sense. So what are some of the"},{"speaker":"Matt Wolach","startTime":792.54,"endTime":795.6,"body":"mistakes that software leaders"},{"speaker":"Matt Wolach","startTime":792.54,"endTime":795.6,"body":"are making around copy in"},{"speaker":"Matt Wolach","startTime":795.6,"endTime":799.11,"body":"general? And what are some"},{"speaker":"Matt Wolach","startTime":795.6,"endTime":799.11,"body":"things you're seeing that make"},{"speaker":"Matt Wolach","startTime":799.11,"endTime":800.22,"body":"you cringe a little bit?"},{"speaker":"Aaron Wrixon","startTime":801.24,"endTime":805.89,"body":"Well, I think no"},{"speaker":"Aaron Wrixon","startTime":801.24,"endTime":805.89,"body":"matter whether you use AI to"},{"speaker":"Aaron Wrixon","startTime":806.79,"endTime":811.8,"body":"help you or you know, to be"},{"speaker":"Aaron Wrixon","startTime":806.79,"endTime":811.8,"body":"frank to write the whole thing,"},{"speaker":"Aaron Wrixon","startTime":811.83,"endTime":813.69,"body":"because some people are doing"},{"speaker":"Aaron Wrixon","startTime":811.83,"endTime":813.69,"body":"that for sure. And that"},{"speaker":"Aaron Wrixon","startTime":813.72,"endTime":818.07,"body":"definitely makes me cringe. Or"},{"speaker":"Aaron Wrixon","startTime":813.72,"endTime":818.07,"body":"whether you use a copywriter,"},{"speaker":"Aaron Wrixon","startTime":819.24,"endTime":823.05,"body":"you have to talk about your"},{"speaker":"Aaron Wrixon","startTime":819.24,"endTime":823.05,"body":"product, and to talk about what"},{"speaker":"Aaron Wrixon","startTime":823.05,"endTime":825.96,"body":"makes it different, you know,"},{"speaker":"Aaron Wrixon","startTime":823.05,"endTime":825.96,"body":"your, your features and benefits"},{"speaker":"Aaron Wrixon","startTime":825.96,"endTime":829.92,"body":"and how those differ from"},{"speaker":"Aaron Wrixon","startTime":825.96,"endTime":829.92,"body":"competition and how that makes"},{"speaker":"Aaron Wrixon","startTime":829.92,"endTime":834.72,"body":"you better. That's really hard"},{"speaker":"Aaron Wrixon","startTime":829.92,"endTime":834.72,"body":"for people to do. And I don't"},{"speaker":"Aaron Wrixon","startTime":834.72,"endTime":841.11,"body":"think machines can, can do that."},{"speaker":"Aaron Wrixon","startTime":834.72,"endTime":841.11,"body":"So thinking that you can simply"},{"speaker":"Aaron Wrixon","startTime":841.11,"endTime":845.16,"body":"type a couple of words into an"},{"speaker":"Aaron Wrixon","startTime":841.11,"endTime":845.16,"body":"AI prompt and have it spit out"},{"speaker":"Aaron Wrixon","startTime":845.16,"endTime":847.65,"body":"those differentiators. That's a"},{"speaker":"Aaron Wrixon","startTime":845.16,"endTime":847.65,"body":"big mistake people are making"},{"speaker":"Aaron Wrixon","startTime":847.65,"endTime":856.71,"body":"these days. Another shortcut"},{"speaker":"Aaron Wrixon","startTime":847.65,"endTime":856.71,"body":"that software leaders take"},{"speaker":"Aaron Wrixon","startTime":856.71,"endTime":860.04,"body":"because they're, you know,"},{"speaker":"Aaron Wrixon","startTime":856.71,"endTime":860.04,"body":"frankly, short on time is they"},{"speaker":"Aaron Wrixon","startTime":860.04,"endTime":864.63,"body":"forget that there's there's an"},{"speaker":"Aaron Wrixon","startTime":860.04,"endTime":864.63,"body":"art to compelling people to do"},{"speaker":"Aaron Wrixon","startTime":864.63,"endTime":866.97,"body":"what you want them to do with"},{"speaker":"Aaron Wrixon","startTime":864.63,"endTime":866.97,"body":"just words. I mean, there's a"},{"speaker":"Aaron Wrixon","startTime":866.97,"endTime":870.51,"body":"reason we call it selling with"},{"speaker":"Aaron Wrixon","startTime":866.97,"endTime":870.51,"body":"words. It's not like a demo"},{"speaker":"Aaron Wrixon","startTime":870.51,"endTime":872.97,"body":"where you can show somebody how"},{"speaker":"Aaron Wrixon","startTime":870.51,"endTime":872.97,"body":"things work, and then leave it"},{"speaker":"Aaron Wrixon","startTime":872.97,"endTime":876.03,"body":"up to them to connect the dots"},{"speaker":"Aaron Wrixon","startTime":872.97,"endTime":876.03,"body":"and say, oh, gosh, I really need"},{"speaker":"Aaron Wrixon","startTime":876.03,"endTime":879.33,"body":"this. You have to make those"},{"speaker":"Aaron Wrixon","startTime":876.03,"endTime":879.33,"body":"connections for them. You have"},{"speaker":"Aaron Wrixon","startTime":879.33,"endTime":882.69,"body":"to be the one that tells them"},{"speaker":"Aaron Wrixon","startTime":879.33,"endTime":882.69,"body":"they really need it. And you"},{"speaker":"Aaron Wrixon","startTime":882.69,"endTime":887.16,"body":"have to do that explicitly with"},{"speaker":"Aaron Wrixon","startTime":882.69,"endTime":887.16,"body":"your copy. And people forget to"},{"speaker":"Aaron Wrixon","startTime":887.16,"endTime":890.82,"body":"do that. So they say things like"},{"speaker":"Aaron Wrixon","startTime":887.16,"endTime":890.82,"body":"revolutionizes the way that you"},{"speaker":"Aaron Wrixon","startTime":890.82,"endTime":895.89,"body":"handle team meetings. But they"},{"speaker":"Aaron Wrixon","startTime":890.82,"endTime":895.89,"body":"forget to answer the burning"},{"speaker":"Aaron Wrixon","startTime":895.89,"endTime":899.7,"body":"question which is essentially so"},{"speaker":"Aaron Wrixon","startTime":895.89,"endTime":899.7,"body":"what right if you have a product"},{"speaker":"Aaron Wrixon","startTime":899.7,"endTime":902.43,"body":"that rev elation eyes is the way"},{"speaker":"Aaron Wrixon","startTime":899.7,"endTime":902.43,"body":"that team meetings are handled."},{"speaker":"Aaron Wrixon","startTime":903.9,"endTime":907.41,"body":"That means that you can get more"},{"speaker":"Aaron Wrixon","startTime":903.9,"endTime":907.41,"body":"done in meetings. Sure, you can"},{"speaker":"Aaron Wrixon","startTime":907.41,"endTime":911.13,"body":"accomplish more, you can be more"},{"speaker":"Aaron Wrixon","startTime":907.41,"endTime":911.13,"body":"productive, you can have a"},{"speaker":"Aaron Wrixon","startTime":911.13,"endTime":916.29,"body":"happier team. This smartest"},{"speaker":"Aaron Wrixon","startTime":911.13,"endTime":916.29,"body":"people go even deeper than than"},{"speaker":"Aaron Wrixon","startTime":916.29,"endTime":918.54,"body":"say, Okay, what does that mean?"},{"speaker":"Aaron Wrixon","startTime":916.29,"endTime":918.54,"body":"Well, that means that you're"},{"speaker":"Aaron Wrixon","startTime":918.54,"endTime":921.0,"body":"going to look like a better"},{"speaker":"Aaron Wrixon","startTime":918.54,"endTime":921.0,"body":"manager and you're going to end"},{"speaker":"Aaron Wrixon","startTime":921.0,"endTime":927.12,"body":"up getting promoted. This kind"},{"speaker":"Aaron Wrixon","startTime":921.0,"endTime":927.12,"body":"of stuff is the the meat of what"},{"speaker":"Aaron Wrixon","startTime":927.36,"endTime":932.73,"body":"copywriters do. And thinking"},{"speaker":"Aaron Wrixon","startTime":927.36,"endTime":932.73,"body":"that because this generative"},{"speaker":"Aaron Wrixon","startTime":932.73,"endTime":940.23,"body":"tool, this thing that generates"},{"speaker":"Aaron Wrixon","startTime":932.73,"endTime":940.23,"body":"sentences without creating"},{"speaker":"Aaron Wrixon","startTime":940.26,"endTime":946.8,"body":"insight, you know, this thing"},{"speaker":"Aaron Wrixon","startTime":940.26,"endTime":946.8,"body":"that can spit out facts without"},{"speaker":"Aaron Wrixon","startTime":947.97,"endTime":952.83,"body":"inventing facts? Or sorry, I"},{"speaker":"Aaron Wrixon","startTime":947.97,"endTime":952.83,"body":"should say, without accurately"},{"speaker":"Aaron Wrixon","startTime":952.83,"endTime":955.41,"body":"representing the true facts,"},{"speaker":"Aaron Wrixon","startTime":952.83,"endTime":955.41,"body":"because Sure, it invents facts"},{"speaker":"Aaron Wrixon","startTime":955.44,"endTime":960.54,"body":"sometimes. That's, that can be a"},{"speaker":"Aaron Wrixon","startTime":955.44,"endTime":960.54,"body":"big mistake to to lean on that"},{"speaker":"Aaron Wrixon","startTime":960.54,"endTime":966.3,"body":"like, like, a crutch to put too"},{"speaker":"Aaron Wrixon","startTime":960.54,"endTime":966.3,"body":"much trust in. In AI."},{"speaker":"Matt Wolach","startTime":968.16,"endTime":970.35,"body":"Yeah, I can see"},{"speaker":"Matt Wolach","startTime":968.16,"endTime":970.35,"body":"that happening for sure. What"},{"speaker":"Matt Wolach","startTime":970.35,"endTime":972.84,"body":"about even outside of AI? What"},{"speaker":"Matt Wolach","startTime":970.35,"endTime":972.84,"body":"What mistakes are software"},{"speaker":"Matt Wolach","startTime":972.84,"endTime":975.72,"body":"leaders making? When they try to"},{"speaker":"Matt Wolach","startTime":972.84,"endTime":975.72,"body":"do it on their own? Perhaps?"},{"speaker":"Aaron Wrixon","startTime":976.29,"endTime":978.72,"body":"Well, you know,"},{"speaker":"Aaron Wrixon","startTime":976.29,"endTime":978.72,"body":"me, I'm a copywriter, I'm always"},{"speaker":"Aaron Wrixon","startTime":978.72,"endTime":985.32,"body":"gonna say, Yes, I would love you"},{"speaker":"Aaron Wrixon","startTime":978.72,"endTime":985.32,"body":"know, for you to rely on working"},{"speaker":"Aaron Wrixon","startTime":985.32,"endTime":988.71,"body":"with a copywriter. There's a"},{"speaker":"Aaron Wrixon","startTime":985.32,"endTime":988.71,"body":"financial commitment there a"},{"speaker":"Aaron Wrixon","startTime":988.71,"endTime":991.83,"body":"time commitment. But I think"},{"speaker":"Aaron Wrixon","startTime":988.71,"endTime":991.83,"body":"it's critical when you're trying"},{"speaker":"Aaron Wrixon","startTime":991.83,"endTime":996.36,"body":"to position your company, when"},{"speaker":"Aaron Wrixon","startTime":991.83,"endTime":996.36,"body":"you're trying to brand your"},{"speaker":"Aaron Wrixon","startTime":996.36,"endTime":1000.14,"body":"product, get in the mind of your"},{"speaker":"Aaron Wrixon","startTime":996.36,"endTime":1000.14,"body":"best customer. When you're"},{"speaker":"Aaron Wrixon","startTime":1000.14,"endTime":1005.24,"body":"trying to find product market"},{"speaker":"Aaron Wrixon","startTime":1000.14,"endTime":1005.24,"body":"fit, get funding or find"},{"speaker":"Aaron Wrixon","startTime":1005.24,"endTime":1009.05,"body":"traction? Like do you really"},{"speaker":"Aaron Wrixon","startTime":1005.24,"endTime":1009.05,"body":"want to trust a thing that"},{"speaker":"Aaron Wrixon","startTime":1010.34,"endTime":1014.36,"body":"stitches together words like,"},{"speaker":"Aaron Wrixon","startTime":1010.34,"endTime":1014.36,"body":"you know, beads on a kid's"},{"speaker":"Aaron Wrixon","startTime":1014.36,"endTime":1017.84,"body":"bracelet? Or do you want to work"},{"speaker":"Aaron Wrixon","startTime":1014.36,"endTime":1017.84,"body":"with an expert that can actually"},{"speaker":"Aaron Wrixon","startTime":1018.35,"endTime":1021.44,"body":"do the work to review your"},{"speaker":"Aaron Wrixon","startTime":1018.35,"endTime":1021.44,"body":"testimonials and your support"},{"speaker":"Aaron Wrixon","startTime":1021.44,"endTime":1025.76,"body":"tickets and your surveys and"},{"speaker":"Aaron Wrixon","startTime":1021.44,"endTime":1025.76,"body":"dive deep into the mind of your"},{"speaker":"Aaron Wrixon","startTime":1025.76,"endTime":1030.32,"body":"best buyer and you know, help"},{"speaker":"Aaron Wrixon","startTime":1025.76,"endTime":1030.32,"body":"you steer your brand and say"},{"speaker":"Aaron Wrixon","startTime":1030.32,"endTime":1033.86,"body":"something that's actually"},{"speaker":"Aaron Wrixon","startTime":1030.32,"endTime":1033.86,"body":"exciting. This is this is one of"},{"speaker":"Aaron Wrixon","startTime":1033.86,"endTime":1038.21,"body":"the key mistakes is is thinking"},{"speaker":"Aaron Wrixon","startTime":1033.86,"endTime":1038.21,"body":"that because you developed a"},{"speaker":"Aaron Wrixon","startTime":1038.21,"endTime":1044.99,"body":"great product, then you know how"},{"speaker":"Aaron Wrixon","startTime":1038.21,"endTime":1044.99,"body":"to communicate its value. When a"},{"speaker":"Aaron Wrixon","startTime":1044.99,"endTime":1047.45,"body":"lot of the times what I do is"},{"speaker":"Aaron Wrixon","startTime":1044.99,"endTime":1047.45,"body":"work as an advocate for the"},{"speaker":"Aaron Wrixon","startTime":1047.45,"endTime":1052.61,"body":"person buying that product. As"},{"speaker":"Aaron Wrixon","startTime":1047.45,"endTime":1052.61,"body":"an outsider, I can come in and"},{"speaker":"Aaron Wrixon","startTime":1052.61,"endTime":1055.85,"body":"say okay, cool, tell me"},{"speaker":"Aaron Wrixon","startTime":1052.61,"endTime":1055.85,"body":"everything that your you know,"},{"speaker":"Aaron Wrixon","startTime":1055.85,"endTime":1061.22,"body":"your pay snacks app does. And"},{"speaker":"Aaron Wrixon","startTime":1055.85,"endTime":1061.22,"body":"then I translate that into"},{"speaker":"Aaron Wrixon","startTime":1061.22,"endTime":1063.02,"body":"something that's going to"},{"speaker":"Aaron Wrixon","startTime":1061.22,"endTime":1063.02,"body":"resonate with the buyer. So I'm"},{"speaker":"Aaron Wrixon","startTime":1063.02,"endTime":1065.15,"body":"going to tell them what they"},{"speaker":"Aaron Wrixon","startTime":1063.02,"endTime":1065.15,"body":"need something that's going to"},{"speaker":"Aaron Wrixon","startTime":1065.15,"endTime":1068.66,"body":"capture them instead of a couple"},{"speaker":"Aaron Wrixon","startTime":1065.15,"endTime":1068.66,"body":"of seconds, and convince them to"},{"speaker":"Aaron Wrixon","startTime":1068.72,"endTime":1072.68,"body":"sign up for a trial or a demo or"},{"speaker":"Aaron Wrixon","startTime":1068.72,"endTime":1072.68,"body":"or, you know, take the plunge"},{"speaker":"Aaron Wrixon","startTime":1072.68,"endTime":1074.9,"body":"and, and subscribe."},{"speaker":"Matt Wolach","startTime":1076.61,"endTime":1078.98,"body":"I love what you"},{"speaker":"Matt Wolach","startTime":1076.61,"endTime":1078.98,"body":"said there, you think of"},{"speaker":"Matt Wolach","startTime":1078.98,"endTime":1082.25,"body":"yourself as an advocate for the"},{"speaker":"Matt Wolach","startTime":1078.98,"endTime":1082.25,"body":"buyer. And this is something"},{"speaker":"Matt Wolach","startTime":1082.25,"endTime":1085.55,"body":"that I preach to my clients, I'm"},{"speaker":"Matt Wolach","startTime":1082.25,"endTime":1085.55,"body":"always telling my clients, we"},{"speaker":"Matt Wolach","startTime":1085.55,"endTime":1089.15,"body":"should be helping, not selling"},{"speaker":"Matt Wolach","startTime":1085.55,"endTime":1089.15,"body":"and if your product, if you"},{"speaker":"Matt Wolach","startTime":1089.15,"endTime":1092.18,"body":"truly believe that your product"},{"speaker":"Matt Wolach","startTime":1089.15,"endTime":1092.18,"body":"is a good thing that's going to"},{"speaker":"Matt Wolach","startTime":1092.18,"endTime":1096.92,"body":"make their lives better. That's"},{"speaker":"Matt Wolach","startTime":1092.18,"endTime":1096.92,"body":"going to help them grow their"},{"speaker":"Matt Wolach","startTime":1096.92,"endTime":1099.68,"body":"company or save money or save"},{"speaker":"Matt Wolach","startTime":1096.92,"endTime":1099.68,"body":"time or whatever you're trying"},{"speaker":"Matt Wolach","startTime":1099.68,"endTime":1105.41,"body":"to do, then you need to explain"},{"speaker":"Matt Wolach","startTime":1099.68,"endTime":1105.41,"body":"it well enough on the front end,"},{"speaker":"Matt Wolach","startTime":1105.47,"endTime":1108.59,"body":"you need to do it on your demos"},{"speaker":"Matt Wolach","startTime":1105.47,"endTime":1108.59,"body":"well enough to be able to"},{"speaker":"Matt Wolach","startTime":1108.62,"endTime":1112.1,"body":"convince them that they need it."},{"speaker":"Matt Wolach","startTime":1108.62,"endTime":1112.1,"body":"Because if you can't convince"},{"speaker":"Matt Wolach","startTime":1112.1,"endTime":1115.43,"body":"them with your website, or demos"},{"speaker":"Matt Wolach","startTime":1112.1,"endTime":1115.43,"body":"or any other part of your"},{"speaker":"Matt Wolach","startTime":1115.43,"endTime":1118.46,"body":"process, then they are worse"},{"speaker":"Matt Wolach","startTime":1115.43,"endTime":1118.46,"body":"off. If your product truly"},{"speaker":"Matt Wolach","startTime":1118.46,"endTime":1121.37,"body":"great, then they're going to be"},{"speaker":"Matt Wolach","startTime":1118.46,"endTime":1121.37,"body":"worse off if they don't get it."},{"speaker":"Matt Wolach","startTime":1121.64,"endTime":1126.11,"body":"So I love that mindset, Aaron of"},{"speaker":"Matt Wolach","startTime":1121.64,"endTime":1126.11,"body":"being an advocate for the buyer,"},{"speaker":"Matt Wolach","startTime":1126.47,"endTime":1129.41,"body":"so that they will be convinced"},{"speaker":"Matt Wolach","startTime":1126.47,"endTime":1129.41,"body":"and get something that's going"},{"speaker":"Matt Wolach","startTime":1129.41,"endTime":1130.58,"body":"to help them That's brilliant."},{"speaker":"Aaron Wrixon","startTime":1131.36,"endTime":1135.14,"body":"I appreciate it. i"},{"speaker":"Aaron Wrixon","startTime":1131.36,"endTime":1135.14,"body":"It's one of the things that"},{"speaker":"Aaron Wrixon","startTime":1135.14,"endTime":1141.23,"body":"separates I think great writers"},{"speaker":"Aaron Wrixon","startTime":1135.14,"endTime":1141.23,"body":"from from good writers or bad"},{"speaker":"Aaron Wrixon","startTime":1141.23,"endTime":1145.19,"body":"writers. Some writers think"},{"speaker":"Aaron Wrixon","startTime":1141.23,"endTime":1145.19,"body":"about words on a page. And and"},{"speaker":"Aaron Wrixon","startTime":1145.22,"endTime":1147.89,"body":"the good ones think about what"},{"speaker":"Aaron Wrixon","startTime":1145.22,"endTime":1147.89,"body":"are those words doing? Are those"},{"speaker":"Aaron Wrixon","startTime":1147.89,"endTime":1151.46,"body":"words actually connecting. It's"},{"speaker":"Aaron Wrixon","startTime":1147.89,"endTime":1151.46,"body":"a communication process as"},{"speaker":"Aaron Wrixon","startTime":1151.46,"endTime":1156.5,"body":"saying, you know if I can say"},{"speaker":"Aaron Wrixon","startTime":1151.46,"endTime":1156.5,"body":"one more thing, based off what"},{"speaker":"Aaron Wrixon","startTime":1156.5,"endTime":1160.79,"body":"you just said, you know, you"},{"speaker":"Aaron Wrixon","startTime":1156.5,"endTime":1160.79,"body":"talked about demos and so on. I"},{"speaker":"Aaron Wrixon","startTime":1160.79,"endTime":1164.39,"body":"think one of the things that"},{"speaker":"Aaron Wrixon","startTime":1160.79,"endTime":1164.39,"body":"people forget is that the kind"},{"speaker":"Aaron Wrixon","startTime":1164.39,"endTime":1168.5,"body":"of work that I do can be"},{"speaker":"Aaron Wrixon","startTime":1164.39,"endTime":1168.5,"body":"cascaded throughout those"},{"speaker":"Aaron Wrixon","startTime":1168.5,"endTime":1172.73,"body":"things. If we come up with the"},{"speaker":"Aaron Wrixon","startTime":1168.5,"endTime":1172.73,"body":"tagline Gashi you can say it in"},{"speaker":"Aaron Wrixon","startTime":1172.73,"endTime":1175.04,"body":"your demo, you can say it in"},{"speaker":"Aaron Wrixon","startTime":1172.73,"endTime":1175.04,"body":"your onboarding sequence, you"},{"speaker":"Aaron Wrixon","startTime":1175.04,"endTime":1180.92,"body":"can put it into the app, you can"},{"speaker":"Aaron Wrixon","startTime":1175.04,"endTime":1180.92,"body":"work it into UX coffee. The"},{"speaker":"Aaron Wrixon","startTime":1180.95,"endTime":1185.09,"body":"stuff that that that I do has"},{"speaker":"Aaron Wrixon","startTime":1180.95,"endTime":1185.09,"body":"that kind of trickle down effect"},{"speaker":"Aaron Wrixon","startTime":1185.09,"endTime":1189.2,"body":"where once we pull out the"},{"speaker":"Aaron Wrixon","startTime":1185.09,"endTime":1189.2,"body":"value, once we really zero in on"},{"speaker":"Aaron Wrixon","startTime":1189.23,"endTime":1191.99,"body":"what that mean benefit is and"},{"speaker":"Aaron Wrixon","startTime":1189.23,"endTime":1191.99,"body":"how to communicate it to"},{"speaker":"Aaron Wrixon","startTime":1191.99,"endTime":1194.84,"body":"somebody that makes them say, oh"},{"speaker":"Aaron Wrixon","startTime":1191.99,"endTime":1194.84,"body":"my gosh, I want that now. You"},{"speaker":"Aaron Wrixon","startTime":1194.84,"endTime":1199.61,"body":"can then just waterfall that out"},{"speaker":"Aaron Wrixon","startTime":1194.84,"endTime":1199.61,"body":"to everything else that ends up"},{"speaker":"Aaron Wrixon","startTime":1199.61,"endTime":1202.49,"body":"in the demo. It ends up on the"},{"speaker":"Aaron Wrixon","startTime":1199.61,"endTime":1202.49,"body":"trial landing page, it ends up"},{"speaker":"Aaron Wrixon","startTime":1202.49,"endTime":1207.08,"body":"in the gets a trial email or the"},{"speaker":"Aaron Wrixon","startTime":1202.49,"endTime":1207.08,"body":"activation sequence, or the"},{"speaker":"Aaron Wrixon","startTime":1207.08,"endTime":1209.78,"body":"onboarding in, and so on and so"},{"speaker":"Aaron Wrixon","startTime":1207.08,"endTime":1209.78,"body":"on."},{"speaker":"Matt Wolach","startTime":1211.46,"endTime":1213.83,"body":"Love it. And in"},{"speaker":"Matt Wolach","startTime":1211.46,"endTime":1213.83,"body":"that is something that we talked"},{"speaker":"Matt Wolach","startTime":1213.83,"endTime":1217.19,"body":"about a lot within our program"},{"speaker":"Matt Wolach","startTime":1213.83,"endTime":1217.19,"body":"is make sure that your buyer"},{"speaker":"Matt Wolach","startTime":1217.19,"endTime":1220.7,"body":"journey is consistent"},{"speaker":"Matt Wolach","startTime":1217.19,"endTime":1220.7,"body":"throughout. So if we do have"},{"speaker":"Matt Wolach","startTime":1220.7,"endTime":1223.01,"body":"stuff at the top of the funnel,"},{"speaker":"Matt Wolach","startTime":1220.7,"endTime":1223.01,"body":"it should be in the middle, it"},{"speaker":"Matt Wolach","startTime":1223.01,"endTime":1224.39,"body":"should be at the bottom, it"},{"speaker":"Matt Wolach","startTime":1223.01,"endTime":1224.39,"body":"should be all the way throughout"},{"speaker":"Matt Wolach","startTime":1224.39,"endTime":1227.21,"body":"even beyond once they get"},{"speaker":"Matt Wolach","startTime":1224.39,"endTime":1227.21,"body":"started. That same type of"},{"speaker":"Matt Wolach","startTime":1227.21,"endTime":1231.02,"body":"messaging should still be in"},{"speaker":"Matt Wolach","startTime":1227.21,"endTime":1231.02,"body":"their ears and things they read."},{"speaker":"Matt Wolach","startTime":1231.02,"endTime":1235.01,"body":"So I'm glad that you're of the"},{"speaker":"Matt Wolach","startTime":1231.02,"endTime":1235.01,"body":"same mind on that. I want to ask"},{"speaker":"Matt Wolach","startTime":1235.31,"endTime":1237.77,"body":"that we're kind of wrapping up"},{"speaker":"Matt Wolach","startTime":1235.31,"endTime":1237.77,"body":"here. What advice do you have"},{"speaker":"Matt Wolach","startTime":1237.77,"endTime":1240.47,"body":"for early stage software"},{"speaker":"Matt Wolach","startTime":1237.77,"endTime":1240.47,"body":"companies and software leaders"},{"speaker":"Matt Wolach","startTime":1240.47,"endTime":1243.14,"body":"who are are trying to grow and"},{"speaker":"Matt Wolach","startTime":1240.47,"endTime":1243.14,"body":"want some good copy?"},{"speaker":"Aaron Wrixon","startTime":1244.13,"endTime":1251.21,"body":"Well, it can be"},{"speaker":"Aaron Wrixon","startTime":1244.13,"endTime":1251.21,"body":"hard to prioritize. I always say"},{"speaker":"Aaron Wrixon","startTime":1251.21,"endTime":1255.47,"body":"start at the start, I think that"},{"speaker":"Aaron Wrixon","startTime":1251.21,"endTime":1255.47,"body":"people, first of all, let's make"},{"speaker":"Aaron Wrixon","startTime":1255.47,"endTime":1258.26,"body":"a quick distinction between copy"},{"speaker":"Aaron Wrixon","startTime":1255.47,"endTime":1258.26,"body":"and content, maybe we should"},{"speaker":"Aaron Wrixon","startTime":1258.26,"endTime":1263.78,"body":"have made it at the beginning of"},{"speaker":"Aaron Wrixon","startTime":1258.26,"endTime":1263.78,"body":"this podcast. For me, there's a"},{"speaker":"Aaron Wrixon","startTime":1263.78,"endTime":1266.0,"body":"difference between what I write"},{"speaker":"Aaron Wrixon","startTime":1263.78,"endTime":1266.0,"body":"and that's the stuff that"},{"speaker":"Aaron Wrixon","startTime":1266.0,"endTime":1269.54,"body":"converts people from barely"},{"speaker":"Aaron Wrixon","startTime":1266.0,"endTime":1269.54,"body":"interested into leads and"},{"speaker":"Aaron Wrixon","startTime":1269.54,"endTime":1272.24,"body":"customers. And then there's"},{"speaker":"Aaron Wrixon","startTime":1269.54,"endTime":1272.24,"body":"stuff like content, the blog"},{"speaker":"Aaron Wrixon","startTime":1272.24,"endTime":1275.42,"body":"posts, in the ebooks in the"},{"speaker":"Aaron Wrixon","startTime":1272.24,"endTime":1275.42,"body":"white papers, and so on and so"},{"speaker":"Aaron Wrixon","startTime":1275.42,"endTime":1280.61,"body":"forth. make that distinction"},{"speaker":"Aaron Wrixon","startTime":1275.42,"endTime":1280.61,"body":"now, because a lot of people"},{"speaker":"Aaron Wrixon","startTime":1280.61,"endTime":1285.62,"body":"will say, oh, we need to write"},{"speaker":"Aaron Wrixon","startTime":1280.61,"endTime":1285.62,"body":"these massive blog posts so that"},{"speaker":"Aaron Wrixon","startTime":1285.62,"endTime":1289.13,"body":"we can get noticed we can drop"},{"speaker":"Aaron Wrixon","startTime":1285.62,"endTime":1289.13,"body":"people to the site. That is"},{"speaker":"Aaron Wrixon","startTime":1289.13,"endTime":1292.34,"body":"maybe but if you're bringing"},{"speaker":"Aaron Wrixon","startTime":1289.13,"endTime":1292.34,"body":"them to your site and your"},{"speaker":"Aaron Wrixon","startTime":1292.34,"endTime":1295.28,"body":"message things off, or your"},{"speaker":"Aaron Wrixon","startTime":1292.34,"endTime":1295.28,"body":"leads aren't converting because"},{"speaker":"Aaron Wrixon","startTime":1295.28,"endTime":1299.93,"body":"your landing pages is not"},{"speaker":"Aaron Wrixon","startTime":1295.28,"endTime":1299.93,"body":"happening, you know, you've"},{"speaker":"Aaron Wrixon","startTime":1299.96,"endTime":1302.81,"body":"wasted a lot of money on getting"},{"speaker":"Aaron Wrixon","startTime":1299.96,"endTime":1302.81,"body":"those blog posts, I've wasted a"},{"speaker":"Aaron Wrixon","startTime":1302.81,"endTime":1306.56,"body":"lot of time waste a lot of"},{"speaker":"Aaron Wrixon","startTime":1302.81,"endTime":1306.56,"body":"effort. So as much as the"},{"speaker":"Aaron Wrixon","startTime":1306.56,"endTime":1311.93,"body":"temptation is to go after top of"},{"speaker":"Aaron Wrixon","startTime":1306.56,"endTime":1311.93,"body":"funnel keywords or bottom of"},{"speaker":"Aaron Wrixon","startTime":1311.93,"endTime":1315.8,"body":"funnel keywords in blog posts,"},{"speaker":"Aaron Wrixon","startTime":1311.93,"endTime":1315.8,"body":"to get out there on social and"},{"speaker":"Aaron Wrixon","startTime":1315.8,"endTime":1321.14,"body":"be you know, the king of"},{"speaker":"Aaron Wrixon","startTime":1315.8,"endTime":1321.14,"body":"LinkedIn for your category. I"},{"speaker":"Aaron Wrixon","startTime":1321.14,"endTime":1324.41,"body":"really always advise people to"},{"speaker":"Aaron Wrixon","startTime":1321.14,"endTime":1324.41,"body":"start out by getting their house"},{"speaker":"Aaron Wrixon","startTime":1324.41,"endTime":1327.38,"body":"in order by making sure that the"},{"speaker":"Aaron Wrixon","startTime":1324.41,"endTime":1327.38,"body":"website does as much as it can"},{"speaker":"Aaron Wrixon","startTime":1327.38,"endTime":1332.9,"body":"to, to communicate that value to"},{"speaker":"Aaron Wrixon","startTime":1327.38,"endTime":1332.9,"body":"convert people. Then I say Okay,"},{"speaker":"Aaron Wrixon","startTime":1332.9,"endTime":1335.48,"body":"once that's done, then move to"},{"speaker":"Aaron Wrixon","startTime":1332.9,"endTime":1335.48,"body":"the conversion engine where"},{"speaker":"Aaron Wrixon","startTime":1335.48,"endTime":1339.65,"body":"you've got the landing pages,"},{"speaker":"Aaron Wrixon","startTime":1335.48,"endTime":1339.65,"body":"thank you pages, email service"},{"speaker":"Aaron Wrixon","startTime":1339.65,"endTime":1342.83,"body":"and follow up. Then once you've"},{"speaker":"Aaron Wrixon","startTime":1339.65,"endTime":1342.83,"body":"got all that stuff in place,"},{"speaker":"Aaron Wrixon","startTime":1343.4,"endTime":1345.89,"body":"then it's time to focus on Okay,"},{"speaker":"Aaron Wrixon","startTime":1343.4,"endTime":1345.89,"body":"cool. Now we're gonna attract"},{"speaker":"Aaron Wrixon","startTime":1345.89,"endTime":1348.83,"body":"people now we can drag people in"},{"speaker":"Aaron Wrixon","startTime":1345.89,"endTime":1348.83,"body":"and put them into this machine"},{"speaker":"Aaron Wrixon","startTime":1349.16,"endTime":1352.1,"body":"so that we can convert more of"},{"speaker":"Aaron Wrixon","startTime":1349.16,"endTime":1352.1,"body":"them to leads more effectively."},{"speaker":"Matt Wolach","startTime":1354.2,"endTime":1357.92,"body":"A lot. That's super"},{"speaker":"Matt Wolach","startTime":1354.2,"endTime":1357.92,"body":"helpful. So where can people get"},{"speaker":"Matt Wolach","startTime":1357.92,"endTime":1360.71,"body":"to know you or learn more about"},{"speaker":"Matt Wolach","startTime":1357.92,"endTime":1360.71,"body":"what you're doing?"},{"speaker":"Aaron Wrixon","startTime":1361.52,"endTime":1364.13,"body":"Well, I say As"},{"speaker":"Aaron Wrixon","startTime":1361.52,"endTime":1364.13,"body":"always, I'm hanging out my"},{"speaker":"Aaron Wrixon","startTime":1364.13,"endTime":1367.52,"body":"little part of the web. It's a"},{"speaker":"Aaron Wrixon","startTime":1364.13,"endTime":1367.52,"body":"tricky one to spell. So I like"},{"speaker":"Aaron Wrixon","startTime":1367.52,"endTime":1375.26,"body":"to spell it for people. WRIX o"},{"speaker":"Aaron Wrixon","startTime":1367.52,"endTime":1375.26,"body":"n.com wrixon.com. Or you can"},{"speaker":"Aaron Wrixon","startTime":1375.26,"endTime":1378.32,"body":"look for me, Eric Erickson with"},{"speaker":"Aaron Wrixon","startTime":1375.26,"endTime":1378.32,"body":"two A's on LinkedIn. That's"},{"speaker":"Aaron Wrixon","startTime":1378.32,"endTime":1379.28,"body":"where you can find me."},{"speaker":"Matt Wolach","startTime":1380.69,"endTime":1382.25,"body":"Okay, perfect."},{"speaker":"Matt Wolach","startTime":1380.69,"endTime":1382.25,"body":"We'll put that into the show"},{"speaker":"Matt Wolach","startTime":1382.25,"endTime":1384.98,"body":"notes as well as in the"},{"speaker":"Matt Wolach","startTime":1382.25,"endTime":1384.98,"body":"description there. So this has"},{"speaker":"Matt Wolach","startTime":1384.98,"endTime":1389.03,"body":"been awesome. Thanks. Yeah, for"},{"speaker":"Matt Wolach","startTime":1384.98,"endTime":1389.03,"body":"sure. Thanks for coming on the"},{"speaker":"Matt Wolach","startTime":1389.03,"endTime":1391.25,"body":"show. Really appreciate you"},{"speaker":"Matt Wolach","startTime":1389.03,"endTime":1391.25,"body":"coming on and sharing all this."},{"speaker":"Aaron Wrixon","startTime":1391.55,"endTime":1393.98,"body":"I appreciate being"},{"speaker":"Aaron Wrixon","startTime":1391.55,"endTime":1393.98,"body":"here. You asked some insightful"},{"speaker":"Aaron Wrixon","startTime":1393.98,"endTime":1397.76,"body":"questions. And I hope I've at"},{"speaker":"Aaron Wrixon","startTime":1393.98,"endTime":1397.76,"body":"least clarified some of the muck"},{"speaker":"Aaron Wrixon","startTime":1397.76,"endTime":1401.36,"body":"for your listeners around should"},{"speaker":"Aaron Wrixon","startTime":1397.76,"endTime":1401.36,"body":"we use AI or should we use the"},{"speaker":"Aaron Wrixon","startTime":1401.63,"endTime":1405.65,"body":"AW. Like that? I"},{"speaker":"Matt Wolach","startTime":1405.65,"endTime":1408.59,"body":"think we have. I"},{"speaker":"Matt Wolach","startTime":1405.65,"endTime":1408.59,"body":"liked that was did you just come"},{"speaker":"Matt Wolach","startTime":1408.59,"endTime":1409.34,"body":"up with that right now?"},{"speaker":"Aaron Wrixon","startTime":1410.3,"endTime":1412.28,"body":"What I do."},{"speaker":"Aaron Wrixon","startTime":1410.3,"endTime":1412.28,"body":"Perfect."},{"speaker":"Matt Wolach","startTime":1414.17,"endTime":1416.18,"body":"Well, awesome."},{"speaker":"Matt Wolach","startTime":1414.17,"endTime":1416.18,"body":"Thank you so much for being"},{"speaker":"Matt Wolach","startTime":1416.18,"endTime":1421.28,"body":"here. And I really appreciate it"},{"speaker":"Matt Wolach","startTime":1416.18,"endTime":1421.28,"body":"and thanks again. Likewise, and"},{"speaker":"Matt Wolach","startTime":1421.28,"endTime":1423.2,"body":"everybody else Thank you out"},{"speaker":"Matt Wolach","startTime":1421.28,"endTime":1423.2,"body":"there. Thanks for coming. Thanks"},{"speaker":"Matt Wolach","startTime":1423.2,"endTime":1425.75,"body":"for watching. Make sure you're"},{"speaker":"Matt Wolach","startTime":1423.2,"endTime":1425.75,"body":"subscribed to the channel you do"},{"speaker":"Matt Wolach","startTime":1425.75,"endTime":1429.14,"body":"not want to miss on any other"},{"speaker":"Matt Wolach","startTime":1425.75,"endTime":1429.14,"body":"amazing experts and creatives"},{"speaker":"Matt Wolach","startTime":1429.14,"endTime":1431.72,"body":"like Aaron so definitely hit"},{"speaker":"Matt Wolach","startTime":1429.14,"endTime":1431.72,"body":"that subscribe button you'll get"},{"speaker":"Matt Wolach","startTime":1431.72,"endTime":1434.36,"body":"notified and then we will see"},{"speaker":"Matt Wolach","startTime":1431.72,"endTime":1434.36,"body":"you next time. Take care."},{"speaker":"Intro/ Outro","startTime":1437.84,"endTime":1440.72,"body":"Thanks for"},{"speaker":"Intro/ Outro","startTime":1437.84,"endTime":1440.72,"body":"listening to Scale Your SaaS for"},{"speaker":"Intro/ Outro","startTime":1440.72,"endTime":1444.2,"body":"more help on finding great leads"},{"speaker":"Intro/ Outro","startTime":1440.72,"endTime":1444.2,"body":"and closing more deals. Go to"},{"speaker":"Intro/ Outro","startTime":1444.44,"endTime":1445.91,"body":"Mattwolach.com"}]}