Leveraging AI

272 | Win more business: Build Personalized, High-Impact Proposals with AI with Susan Frew

• Susan Frew, Isar Meitis • Episode 272

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Most leaders are using AI to write emails.
A few are using AI to close deals.

Guess which group is winning?

In our upcoming live session TODAY, “Win more business: Build Personalized, High-Impact Proposals with AI”, we’re breaking down the exact step-by-step system that turns client conversations into high-impact, personalized proposals in hours… not days.

No theory.
No fluffy prompts.
No “10 tools you’ve never heard of.”

You’ll see how to:
• Turn meeting recordings into strategic insights with AI
• Generate tailored proposals in minutes
• Create personalized follow-up videos that wow decision-makers
• Move faster than your competitors (and look impressive doing it)

And we’re not just talking about it.

Our guest, Susan Frew, CSP, is using this exact system to land major contracts — including speaking on a million-dollar stage alongside Simon Sinek and Keith Urban. She combines NotebookLM, HeyGen, Gamma, Claude and more into a practical AI sales engine that drives real revenue.

If you're a business leader who wants AI that actually impacts the bottom line this session is for you.

About Leveraging AI

If you’ve enjoyed or benefited from some of the insights of this episode, leave us a five-star review on your favorite podcast platform, and let us know what you learned, found helpful, or liked most about this show!

Isar Meitis

Hello, and welcome to another live episode of the Leveraging AI Podcast, the podcast that shares practical, ethical ways to leverage AI to improve efficiency, grow your business, and advance your career. This Isar Matis your host. And you know, many people ask me, what is the best AI tool is today? I get that answer all the time, and the answer is, it's usually that sadly, combining several tools is the best way to achieve something, because each of those tools have advantages and disadvantages compared to some of the other tools. Now, in addition. The most important aspect of a business is getting money into the business. Without money, you don't have a business. You have a, you can have a. Yeah, volunteering opportunity, but, but not really a way to run a business and to run a business. You need clients and to need clients. Unless you're in e-commerce, you need to be able to write solid proposals that actually win you business. In today's podcast, we are going to learn an incredibly valuable and fun process that's gonna show you how to combine multiple tools such as Notebook, lamb, and HeyGen and Gamma, and other tools in order to create. Really effective, well selling personalized proposals in a very short amount of time. So in addition to the fact they're just better, unique and interesting and personalized, it's actually easier to create them than sitting for a few hours, in front of a computer typing a proposal, even if you're using a template. So think about studying. Instead of sending like a Word document or a PowerPoint presentation or a PDF document, think about a dynamic webpage with multiple sections, including infographics and videos of yourself and relevant information about the proposal and about the company. And all of that can be done in less than an hour. That is pretty impressive. And because it's so unique and because it's customized and because it brings all these things together, it just converts. Better. Our guest today, Susan Fru, is a serial entrepreneur. She's a sought after public speaker on AI and other topics. She's an AI ninja herself, and I've met her several times, including in person. She's been on the podcast before and she's an absolute amazing person and a really, really successful entrepreneur because she's investing a lot of her time in learning how to do things better and more effective, even before ai. But since AI came out, definitely she's invested a lot in basically sprinkling AI magic on everything that she's doing, and because she's so good at this thing because she's very successful with this very particular process. She writes proposals in this exact process that is winning her more business with less effort. I thought it's going to be amazing to have her on and have her show you exactly how she does it so you can do this as well. So I'm very excited to welcome. My friend and the AI ninja Susan Fru to the show. Susan, welcome back to Leveraging ai.

Susan Frew

yeah, thank you so much for having me. I'm always so excited, to come to meet with you and my fellow geek. We get to geek out on cool things and uh, to everyone just listening. And maybe in Asia, I'd like to say Happy New Year and it is the year of the fire horse, so I had to wear red today so we can embrace that. Energy.'cause I think what they're talking about is this is gonna be the AI boom this year and that's where the 60 year cycle, uh, has, has landed. So something a little side note that's kind of fun. But thank you for having me.

Isar Meitis

No, a hundred percent. I'm, I'm, I'm really, really excited. You know, every time you and I meet, we, we can geek out for, for hours sometimes. and we always exchange really cool ideas and learn from each other. So, you know, writing proposals is a big deal. I have a mostly automated process. I know yours is as well. I think yours is just really, really cool because it doesn't end up with a document, which is really boring and what everybody else is doing. By itself means you stand out compared to other people. So let's, uh, dive right in. For those of you who are in the live audience, those who are here with us on Zoom and or on LinkedIn, first of all, thank you for joining us. I'm sure you can do other things on Thursdays at noon. So I appreciate you guys being here. Uh, please introduce yourself, sir, where you're from, uh, what you're looking to get out of this episode, where you are in your AI journey. If you have any questions, I'm monitoring both chats, both on Zoom and on LinkedIn. So if you have any questions for Susan or for myself or any general comments, please write them in there. If you're not with us live, the question is why we do this every single, every single Thursdays at noon with really cool people like Susan, who's gonna share a lot of really great information, useful practical information. And if you're here. A, you can hang out with the cool people, and B uh, you can ask questions, which you cannot do if you're doing this afterwards, listening to the podcast or watching this on YouTube or wherever it is that you're consuming this. Uh, so come join us every week, Thursday noon. If you don't know how to sign up in your show notes, there's a link on how to sign up and you can do it that way. And now, Susan, the stage is yours.

Susan Frew

Great. Hello everyone. Uh, so my name is Susan Frew and my vocation basically is, I'm a, a professional keynote speaker on the topic of usable ai. So my audiences are usually entrepreneurs, construction groups, conventions, any kind of associations. So that's who I write proposals. Four. And you know, I was writing some decent proposals before and you know, okay, here's the great follow up email and all that, but I started really sort of shaming myself saying, look, you have all these AI tools and you're sending like an email and like a Word document or what have you, and it's just. It just wasn't aligning with my brand, if that makes sense. And, uh, I use a lot of AI tools and this is my response all the time. It all, I heard you say early, people ask you, what tools should I use? And I say, well, if you were going to build a house, what tool would you use? And they usually think for a second and go, A lot of them write because, and that's the way you need to think about your AI schools because it's not all created equal. Uh, they're all different. They all do different things better or worse. I mean, if you had to only pick one, I know it's one I would pick, but you know, that leaves it up to everyone else. But you don't have to pick one. You get to use a lot of them to come up with really amazing things. and so that is what I'll show you. So just wanna tell you who my audience is mainly. So when I'm doing a conversation or a proposal, it's people who are considering bringing me in as their keynote speaker for their convention. Big meetings. Sometimes it's for consulting because a lot of times after a keynote I'll get people who want me to come on site and do training for their team and things like that. Just like. Sorry, that's the same, the same thing. So that is my target market. And of course, just like most of you or all of you, when you do a meeting, you always record it. Um, I don't have the, uh, actual transcription on Zoom anymore because I'm a Descrip user. And I love taking my video and audio putting it into Descrip or, uh, Google AI Studio because I, I get a lot of analytics outta that. And I'm gonna show you, I, I'm not going to keep talking. I'm gonna actually do show and tell here. So what you are seeing right here, is gamma. So that's Gamma d uh, dot a ppp. If you've not heard of it before or not used it, there is a free and a paid version. Uh, the free version allows you to do up to eight slides in there, or eight cards as they call it. Uh, you can't, uh, customize it though. So what you're seeing here with this red and this logo, this is my brand kit. So, um, what I do. And this is really the end result. So I'm going to show you the end result and I'll show you how I got there. Um, so first things first is I take the transcription of the meeting that I had with the event plan or meeting planner or what have you. And as I said, I will put it into script to transcribe the text or I will put it into Google AI Studio. The reason I make that decision, which, where, where I'm going to put it, if I put it, if there's more than one person on the call and sometimes there are like it's a committee making this decision and they're all interviewing me, you, you're going to miss a lot of verbal cues and you may also miss some words that people are saying. So Google AI Studio has the ability to visually look at that video, and I'll put the whole video in there then, and I will have it analyze it, and I will tell it to analyze the body language, the tonality, all of that, because now I wanna write an extremely customized presentation and a proposal for them based on what they. Sit. So now I am delivering exactly what they talked about in the meeting. I am not just saying, here's my proposal and shoving it down someone's throat. This proves that I care about them. I care about their brand, I care about their meeting. I understand their industry and their meetings because that is critically important. Important. So I'm gonna show you this is, this is the gamma like. That I would send and I send the link. I don't download this, I send the link. And the reason is is because otherwise you're not going to get all these videos and lining it up is not gonna work. So let me just show you how I do it.

Isar Meitis

So before, before you do this, I want to add two send. Okay. Number one is with regards to using a recording to create your proposals. I've been doing this for probably a year and a half, maybe two years now. And the biggest benefit is that it captures the voice and the words and the pain points the way the target audience describes it. Right? And, and it doesn't matter, like, you know, Susan is doing this to get work as a speaker, but the same, I do the same thing to do other stuff. And I've built similar systems for clients as well. It doesn't matter what it is, you're, when you're doing a proposal, you're trying to solve a. Problem or accelerate something that the client wants to do. And if the proposal describes it in their words, the way exactly they described it, and the AI knows how to do it with, with no problem way better than I can, A, it does it in 30 seconds when it takes me two hours. B, it just writes better proposals because it captures exactly what they were saying. Another small nuance of that that Susan is saying that is important to know. Most of these tools take their transcription and they will use the transcription, meaning they know what was said. They don't see body language, they don't see reactions. Google AI Studio actually knows how to quote unquote, see the video frame by frame. So the. Depth that you can get as far as the understanding of what was actually happening in the meeting is deeper, especially if there are multiple people in the meeting. And it can capture the reactions when you're mentioning something and so on. And that just brings more value to the thing. The last thing that I will say, because Susan is sharing a screen, and some of you, many of you, thousands, well, tens of thousands of you are gonna be listening to this. After the fact driving the car and not necessarily watching the screen. so what we're seeing is a webpage that is branded to Susan's, brand that has a big, bold thing on top. Then a infographics that I'm sure Susan will walk her through. Then a video of Susan, which I don't know what it's going to say, but it's gonna say. So this is kinda like the big structure off the page. and maybe there's other parts, but this is what we're looking at. And now back to you, Susan.

Susan Frew

Thank you. so this proposal is to a financial services company. I have done some presentations for Schwab. So Schwab investors, uh, sometimes will be in my audience and then they will wanna bring me in to their organizations to speak to their clients. So they, they bring their clients for a client event. And I do a presentation about ai. Tell them, you know, how to u you know, usable, all the things that I talk about. So what you're seeing here, uh, for, and for those of you listening, I have an infographic from NotebookLM. So after the meeting, once I transcribe everything, I put everything into Notebook, lm. Everything, their website, all the data that I have, and a lot of that I'll do even before the first meeting. I created a notebook for every single client. Every one, because of all of the things that I could extrapolate from that notebook and be usable to customize my content for my client. That also will help me to customize the keynote. Right before I, you know, if I get the business, then I can customize the keynote. And then my next thing here, so this is an, a HeyGen avatar that you're seeing. I took a selfie of myself at the Ritz Carlton in Charlotte. I was, uh, doing a speaking engagement there. It had a really cool. background, but then this is actually a replaced background, but that is me. I just took a selfie of myself and you'll see, you know what this looks like, and this is what it says. And so they get this link, they open it up, they see the proposal thing, they see the infographic about our conversation, and then my HeyGen avatar says this. Hi, Steven Matthew, thank you so much for the meeting today. I really enjoyed our conversation and I look forward to working with you on the East Coast. Hopefully sometime this spring or in the summer attached you will find a proposal. You will also find an infographic that I created for you. A explainer video and the entire proposal was based off our conversation, so I made sure that I was able to transcribe and to capture every thought, so we didn't miss anything. I look forward to hearing back from you, and in the interim, if you have any questions or concerns, please do not hesitate to reach out. Had an awesome day. So, HeyGen, it's come a long way, have they not?

Isar Meitis

No, I, I think they're avatars. So those of you who don't know haven't played in the avatar video world. There are two leading companies. One is HeyGen, which. Uh, both Susan and I are using. The other one is Synthesia, also another great product. Uh, and they leapfrog themselves every few months when the new version comes out. But the avatars are very realistic. You can control the background, the speed, the language, what they're gonna say. But the cool thing here is that again, what Susan is, well, what Susan's avatar is saying. Is customized and personalized, and I'm sure she did not write Descript right, like an AI wrote Descript based on a standard template based on what was said in the actual conversation.

Susan Frew

I and, and something else to point out. So now the voice that you heard, of course, is mine. So, uh, 11 Labs, which is a voice cloning organization, which is, I know Isar has been using that since the very beginning, way back when, three years ago. it, and so that is not an 11 Labs voice. I have an 11 labs voice of mine in there, but sometimes I think it sounds better if you actually record the audio. On your microphone and then drop it in. Um, and then it also makes the, the mouth move better and that the motion seems to be better if you do it that way. I don't know if that's actually true. It just feels that way to me. All right, so then the next thing that we do is we go, uh, so these people are gonna be able to, oh, we're gonna scroll down here. Hold on a second. All right. there's an introduction here. So, it talks about, you know, now it's gonna get into the nuts and bolts of what we talked about on our meeting, and I'm trying to make this larger so you can see it. So I put the introduction in here. I understand, their kind of industry. So I, I make, an image here of their industry and I talk about their industry, and I talk about what they said about their industry in this proposal. Then I go here to key engagement goals. So, and this is part of my template now that I've created. So educate the audience, deliver a high level AI overview, ensure dynamic and entertaining delivery. Uh, so, you know, to be a good keynote speaker, you have to have some, you know, a good, a good entertainment as well, because it's not all about the content. The content can get really dry. they want a client experience. And so I made it a bespoke AI keynote experience. Custom. I did not come up with that notebook, LM did. Uh, and I think it's really cool that they did it, and then they put a picture of me on a stage. They just came out with that. Then a keynote built for your audience. So I talk about, their perspective of who their audience is. Custom generated content, entertaining and asphalt tone. And then you see this thing here called Talk Ado. This is where as professional speakers, we keep our reviews. So every single time that I speak in front of an audience, I, I have 3000 reviews in here of people in the audience who have. Filled out the survey and they said something about me. So if I double click on this now, it's gonna take you outta the presentation, but it's then going to show the client all of what the audience members say. They can go all the way down, they can see every single speaking engagement that I've had for the last four years. And they can see what people said and they can dig into every single one of them totally live. I cannot, uh, you know, fudge that. Like that's the way it is. And that also really helps, is now you are delivering the social proof because you know your client's gonna Google you. Or look you up anyway, right? So why not just give them what they're looking for in a really good positive presentation? It also makes you look more authentic and that if you put your pre your reviews out in front of'em. So, and then I just put a summary of what audience members say. Um, and then here's my system for. Sustained learning. These are some of the things that I've learned over the last couple years doing these presentations of what I'm gonna put it and present you for this. What people need and what I need in order to deliver the best content. Number one, I do a pre-event survey of the audience. I make the meeting planner do this. So whenever someone re registers for the conference or what have you, send them this link. And I wanna know, um, how far along are you with ai? How do you feel about ai? And I'll tell you why that's important here in a minute. Uh, what are you using, what are your thoughts for the future? And just a few questions. Now for certain industries, we will customize it or if we know the audience is really beginners, we will also customize it that way. And it used to be. And HR can, can totally, probably, uh. Validate this. It used to be we would talk to the audience and everyone there was a beginner. Well, now that's not true. Now we have beginners and we have people who are armchair AI enthusiasts and you know, are gonna have a podcast next week, which is great. I love talking to those people as well. However. In order to customize your keynote when you got 50% of the room one way and 50% of the room, the other way, you're gonna make it very different than if you had all beginners or you had all very highly, educated folks in ai, high end users, right?

Isar Meitis

Yeah, I wanna, I wanna pause you for just one second. for, for two different reasons. One, I want to generalize it for the audience. Like the same exact concepts apply in any proposal that you write, right? Mm-hmm. So think about the key things that Susan is talking about. She's talking about. Understanding your audience. Who are you building this for? Like is your solution the right fit for the needs of whoever you're writing the proposal to? So all these things that she did the research for, using Notebook A Lamb and using other tools, they all get translated into. Structured outputs and, and that's the other important part in all of this. And then suda, if you don't mind, since most of the audience are not public speakers, let's dive into how this gets created versus seeing the other parts of the proposal. I think people get it that this is a much more. Interactive and engaging format and just sending a, a document. I think it would be interesting diving into, okay, I, I understand I, I wanna do this, I wanna send these kind of proposals. How, what did the magician do behind the curtain in order to make this thing happen? I think will be, uh, very interesting. I think the bottom line is this is a good solution for any kind of proposal writing. And I'll say something extreme. I know people thinking, oh, this is good, because it's, it's more of that kind of universe. It's people who are speakers and they're looking for speakers. So they're looking for the hype and the cool and the different, and that's not true. Mm-hmm. Because people in general are looking for you to be unique and customize and solve their problems. Yeah. And if you can show it in a more effective way, it is a part of standing out compared to other people who do similar things. And so whether they. Asked only you for a proposal, you will look better. And definitely if they ask for multiple people for a proposal, uh, yours is gonna stand out both in means of uniqueness on the display, but also in the depth and personalization of the content inside the proposal because it is customized specifically to them.

Susan Frew

I mean, the customization is the is king. Like you have to understand your client. And now I'm gonna go back here. Now I'm gonna get out of this. and then I'm gonna just start showing you, I'm gonna go through this a little bit more. Here's some options, here's the pricing. But here is, this is something interesting. I created this for all of you because normally now I would take NotebookLM and make this explainer video. About what they said, but I didn't want to disclose my client's name in the video, so I'm just gonna hit this for you guys to to hear and to see.

Script

Alright, Steve and Matthew, it was great meeting you. So let's break down. What makes a proposal a true winner? So how do you make that happen? Well, a great proposal is an off the rack. It's a bespoke suit. And to tailor that perfect fit, you gotta start by taking the client's measurements. It's that simple. So we learn the investment firm's clients are sharp, curious crowd who want more than just market talk. Exactly. They hire you for the finances, right? So any event needs to offer something totally different. Once you have those measurements, you can tailor the solution. And this is where it gets really good. See, a generic pitch just won't cut it. A bespoke one shows you are actually listening. We're talking about tangible, custom made stuff here. Things that are built just for them. The focus has to be on usable ai. You know, not some dry academic lecture. It has to be practical, okay? So the suit fits perfectly. But what if you threw in something extra, something totally unexpected? And here it is a free ask me anything call after the event. A really powerful little idea. Why? Well, it helps with shy folks and lets people come.

Susan Frew

Okay, so it, it shut me off on its own. So that was out of Notebook, lm. So now I'm gonna click over to NotebookLM. But that was pretty cool, huh? So that explained,

Isar Meitis

yes,

Susan Frew

how we did the proposal and why we did it the way we did it. so I'm now in Notebook, lm so for me, this is always step one. Uh, someone books a meeting with me and they wanna talk about, doing business with them. I start doing my research right now. Uh, before I meet with them, I grab whatever I can get. Uh, some people will have a lot of social proof or a lot of stuff on the website or what have you, but I always put in their website, I always put in their inquiry if they've like sent me an email or something. I put all of that in there. I also research their industry'cause I wanna be able to understand what their industry's all about, if there's any nuances.'cause I wanna be able to speak to that in my discovery call. and for those of you who don't use our notebook, LM. Duke start today'cause it's amazing and it, you will get so many customized things. And it's free basically if you have a, a Google account. So then after I put in here, I take my transcribed meeting notes. After the meeting, I take my transcribed meeting notes and I put them into NotebookLM as a source. And then that gives me the opportunity then to pull a whole bunch of, uh, tools over here on the right side menu that I can use. Now it's specific and exactly what they told me. So I can make a slide deck, which is one that I made just here. so what I did, this was based off their, uh, conversation. and it just makes this beautiful, beautiful slide deck about what our conversation was about. Um, so that's one thing that I will use Now at the bottom of my proposal, sometimes I will, put this into the gamma. Sometimes I won't. It all depends on how detailed the client wants me to get. and I gauge that just from experience. Then I've got that video that you saw. I also create this mind map in here, and I look at the company overview. I look at their services. I look at everything I can find out about them in preparing the proposal. And

Isar Meitis

I wanna pause you just for one second about this, which is something I do for some more complex clients. So let's say that what you deliver is really, really complicated. And, and Susan uh, mentioned that she's talking to people in the building industry. So let's say you're building a house for somebody, or let's not say building. Let's say you're renovating a house or somebody. There's gonna be lots and lots and lots of details. In your proposal, right? So you're gonna say, okay, first of all, let's look at the big picture. There's a yard that we're gonna redo. There's the first floor, second floor, and then there's the garage. So there's gonna be four segments of the proposal. In the main house. On the first floor, there's a living room, a kitchen, a dining area, and whatever. So each section in the proposal is the proposal in the dining area. We're gonna switch the lights. We're gonna do, uh, new acoustics. We are gonna change the floors. We're gonna like, there's all these details. In the, uh, there's gonna be a sound system, so which components are they gonna be, where are they gonna live, how much wiring, what comes with speakers? There's lots and lots and lots of details, which when you write really complex proposals, it's really hard to follow because the proposal becomes 50 pages and it's really hard to follow dropping the proposal after it's done. Into notebook as a separate notebook, and creating a mind map makes it very, very easy to navigate the proposal because it will create a mind map off the structure of the proposal, which means you need to know how to structure your proposals. But if you're writing them with ai, AI knows how to structure the proposals. So then it's very easy for the people to follow because if they wanna see the sound system in the, Media room on the second floor, it's three clicks. You go to the second floor, you go to the media room, and then you click on sound system and then it's gonna pop up everything that's in it. So it's, it's also a very cool way, not just for yourself, but also as a presentation edition that you can give to your clients.

Susan Frew

Yeah, it, it's, it is amazing. and then here's another, uh, infographic that I created just kind of on their industry. Um, so that's something that I, I will, could show if I needed to. I also, of course, made the podcast, everybody knows about the Notebook, LM podcast. Yes. I made it more for me. Than for them because I am an auditory learner, so I would rather listen to something. So I'll usually listen to that before I get in a meeting with them. And I like to really, if I can, and this may be in your industry too, out there, you, you like to deliver the proposal in person. You don't wanna just send them a link and be like, here's your proposal. Right. Because then you can't tee it up. You can't. You know, fill in the gaps. You can't read the body language, all the things, but if you have to, you have to. Um, and that's okay as well. Um, and I look at also too, all the people that work for that company, I wanna understand them better. And if you're, if you're doing B2C, you know, do a demographic study of their neighborhood or their, their town or whatever that looks like, so you can, you have some commonality to talk to. So whatever you can do to like. Beat out your competition on this, then do it. And your tools are right here. so custom AI strategy. So you know, all these things, but one of the things I just wanna point out in Notebook, LM, is this new kind of reports section. So if you click on reports in the notebook, lm, it is going to give you, uh, a lot of different things that you can just click on and use. You can do a briefing doc, a study guide, blog posts. operational service framework. It comes up with something new for every single notebook that you build. But I'll tell you the FAQs and the study guide, I have won three keynotes that other speakers that were like. I don't wanna say it was like Sam Waltman I was up against, but they were like somebody really big and famous, like Isar, or, you know, so, but I beat them because I, the, the client was so impressed that I had done my homework and I'd done the research on them and, and so that's how I ended up getting most of the stuff. And of course, you know, whenever you can get a blog post created without spending a lot of brain damage, you can, so another thing that I used, uh, you saw in that one video was, HeyGen. So inside of HeyGen, I have a bunch of pictures of me, in here that you're seeing. These are just the photo avatars. Now, in the past I have made the real avatars and I still have one, but I have to say, kudos to HeyGen because the photo avatars now seem to be getting better responses and better movements than the. The live ones. And I don't understand exactly why that is, but it's, it's, it is. But the cool part is, is you can go in there and you can now customize your look. So you can change all of your, uh, your clothes into different, things. So I have all different clothes on in here, and I did, I did not get changed. I don't even own half these clothes, so I just was able to put them all in here. And I have like, a whole bunch of looks in here. So if I go to my avatar here. And my avatars, there's my dog, te Massou. She is always in something. but if I go into mine, so I have all these looks now that I created so I can change my colors, my hair, everything. But what I do intentionally, when I send the video, I make sure that the avatar is not wearing what I was wearing in the meeting. And not wearing the same glasses.'cause I wear different kinds of glasses. And I do that because I wanna get the proposal to them within 30 minutes of our meeting. And I want them to understand that I used an avatar, I want them to know that's an avatar and not me. Right? And if I send it in what I was just wearing 10 minutes ago, then it kind of ruins that, that that thing. another thing that I mentioned earlier where how I process my data is I put it into Descript. Now, Descript is a multifunctional, program. There's really not much to see on here. Uh, it does a lot of different things. you can, you can post the podcasting, you can separate the audio file. I mean, you can become a very nice wizard of your own content using Descript. So that's why I like putting those zoom call information in there and then I transcribe it. You can also, if you, if you have a lot of ums and we're not a really seasoned professional speaker, you can go to under Lord and remove all of that. So it strips the video down and makes it a lot more polished and professional. and then you can share it to, uh, YouTube. You can put post as a podcast, whatever you wanna do with it. but you know, it, it's a little pricey. I mean, not ridiculous for all the things that it does, but one of the things it does now though. Is it, it clones your voice really well. Uh, so it's also attached to 11 labs and it does a much better job that I think, my personal opinion, than HeyGen does. So I don't know why 11 Labs on script is better than the one on HeyGen, but for me it just seems to work better. so that's pretty much all the steps, ISAR, but, you know, uh, you and I had a nice conversation.

Isar Meitis

No, no, this, this is fantastic. Two, two words about Descript. So Descript, I've been using Descript to produce all the content that I like, all the visual content that I'm producing, the videos, the social media stuff for the last probably four years. and, and, and what in, in two seconds, what Descript does really well is you upload whatever video or audio source it, transcribes it, and then you can. Copy and paste in the text, such like you're editing a Word document and it edits the video and the audio, so the whole. Cutting and moving stuff around and aligning it and doing transitions. All the stuff you used to do manually to edit, video goes away. You just edit the content for what you want. under Lourds that Susan mentioned is their AI agent that knows how to do a lot of really cool stuff, including picking the best segments or, uh, stuff like that. But it also knows how to do things such as, uh. Change the language that you speak or, or change the words that you say or remove all the As and ums from the sentence of you, or if you're interviewing somebody and so on. All with one simple request. And then the last thing is it has a gazillion different templates that comes with it or that you can create on your own. So you can create templates for your proposals and different templates for your social media and different templates for YouTube video. And then with one click, you get your brand look and feel and subtitles and bottom thirds with your name. And like anything you want, uh, shows up because it's a part of the template. And so if you're, if you are regularly creating content. That is really you or people in your company, then Descript is a fantastic tool and we're gonna put a link in the show notes to, to that tool as well, so you can find it easily. but I think Susan, what, what I find really, really amazing in this process is a combination of two. Different things. One is the business value, right? It wins you more business because you stand out and you provide highly customized proposals. The other one is something that you related to in the beginning, and I'm gonna steal your, your way of describing it moving forward. So I'm letting you right now, thank you. I'm gonna steal this when I talk to people about you cannot, which, which tool you're gonna pick to build a house. What you're showing here is how simple it is. To combine several different tools in order to create an output that wins you more business while doing less work than you would've done just doing old school. I'm gonna type a proposal, uh mm-hmm. Manually. And so I think this is really, really brilliant. I will add one thing about the notebook, lamb aspect of this. Those of you who have not used NotebookLM, which you already understand from Susan and from my excitement, that this is an incredible tool and the fact that it's free doesn't make any sense. But NotebookLM allows you to drop in multiple data sources, both third party data sources, so links to websites, YouTube channels, et cetera, as well as your own data sources. PDF documents from your company, email that you have, stuff like that. You can upload all of these to a quote unquote notebook and then it knows how to do more or less anything. You want that information. So obviously it can give you a summary, it can answer questions about it, but it also has all these prebuilt. Output generators that generate a podcast, that generate the video summary that Susan showed in the beginning as far as, uh, how to write a great proposal. It knows how to create these infographics that she's using inside her proposals, and so on. So it does all these amazing things for free. Now, it's not just for writing proposals. Any topic that you wanna research, it will do. And then the last thing that I will add about it is, let's say you added four different sources. You can say, oh, I need more sources. And then it will go and find on its own additional 10, 20, 50 sources on the topic that you're trying to research. And you can then select the ones you actually want to include in the notebook. And then once you do that, you can rerun the process and do it with additional information. So you don't even have to find all the information yourself. You can actually help. It can actually help you find that information. So it's a very, very powerful tool that is completely free. As Susan said, the output as an example, she said it can output a PowerPoint presentation. It is a Google product with one click, the PowerPoint presentation that it created for you, out of all the data that you have goes into Google Slides that is now fully editable and you can do whatever you want, uh, with it over there. So. If you haven't used NotebookLM until this episode, this if, if you take one thing out of all the stuff we talked about, uh, notebook, lamb should be it. Uh, any final words, I really think this is absolutely brilliant.

Susan Frew

Thank you. and, and also inside the notebook too, you can totally lock it down if you don't want it to go out to the web. So it's very, it, it really protects your confidential information. Uh, yes. One final thing because it's on the end of my presentation, I wrote a book and it came out yesterday and it's called Read. Recode it. Congrats. Thank you. Upgrade your business DNA with ai, and it is available on Amazon. Um, just quickly how I did this book, because I, uh, I have a DHD if you could tell, like that's why I can do 32 things at one time, happily. But, um, because of that, I took all of my keynotes for a year. And I, and I recorded them, uh, on video and then I put them all into Descript. which, you know, I talked about doing that before and I made it a project in here and I took all of those, talks and I used Claude and ChatGPT, a little bit of both and some Gemini. And I organized all of my talks and, and everything that I have said in the last two years. And I made that into 12 chapters. Then I started working those 12 chapters, one by one. They also went into NotebookLM because I extract extracted a lot of information and data from there. Um, and then I was able to audio record them all with my 11 labs voice in Descript. And because A DHD, I'm an auditory learner, I was able to listen to every single one of the chapters, and that's how I edited it. Then I had ChatGPT put it in a format to make Kindle and I uploaded it to Amazon and it actually took it. So for those of you who tried to do do DIY book publishing, you know that getting it into Amazon, the first try is like nuts. So, but ChatGPT did it. then, uh, I made the cover using, Google Gemini, which nano banana was, looked really great. And then I did end up hiring on Fiverr, a book formatter because in order to do the paperback book, I, I mean, I could have done it as far, like you could have done it too. It would've taken me forever. And this guy that I found on Fiverr. Total Rockstar. So yesterday we uploaded the, uh, the book, uh, we uploaded the Kindle. And then with regard to the audio, I then took that, all that audio out of Descript and put it into Hello Audio. So now I need, I have a podcast, which now I can upload all that to Audible and it will be an audible book. And then. Done. So, I mean, it still took me a couple months. Right. So this wasn't, this wasn't like, oh, she wrote a book with ai. No, I, I mean I did sort of, but it's me. This is my voice. Yeah. With an AI helper. And that's what this is all about, folks. Really

Isar Meitis

amazing, Susan. Yeah. So first of all, go get the book like that if you haven't known Susan before, that's what she does, right? She does these really cool, highly practical AI stuff. She does it for a living. So follow her. Get the book. Read the book. Listen to the book. There's an audio version of it as well. It, I'm sure it will be very much like what we just did. Uh, I will say one more thing about, about the whole combination of tools. Again, just what, what Susan said, try these things out. Like if you have a process that you need to do in your company, go research, ask ai, ask cha, pti, Gemini, Google, and said, Claude, whichever one you said, I want to do this thing. Which tools will work better for different steps and it will give you options. And then doing this. Pesto breed approach, especially on more complex stuff, it's just gonna get you better results. And I will say one thing that I'm sure go through people's heads, but I will say my opinion, and I've said that multiple times before on this podcast, people say, oh, so I need to pay for all these tools. So first of all, not always, a lot of these tools have free versions that are good enough for some of the things. But the second thing is, what are we talking about? Like a few tens of dollars. Forget another tool that's gonna save you x number of hours and win you more business. Uh, and, and even if it's, I said that again before in the podcast, and again, I always, when I say this, I, I'm very careful. I hope, I hope, uh, people in, in philanthropic are not listening. But I will pay$5,000 a month right now for the stuff that I'm doing in Claude for$200 a month because I'm getting so much value. If you're doing this for fun, I understand maybe you don't wanna spend 60 bucks a month or 80 bucks or a hundred dollars a month on tools. If you're doing this for your business a hundred dollars a month to get all the value that you're getting from five or six or seven different tools for a hundred dollars, it's, you shouldn't even think about it for a second pay the hundred dollars

Susan Frew

PhD level employees too, right? That we get. Yeah.

Isar Meitis

Yeah. Yeah. Yeah, Susan, uh, if people wanna follow you, learn from you, hire you, get you to speak for them, like what are the best ways to do that?

Susan Frew

It's at Susan Free speaks everywhere on all the platforms. and one final thing that I wanted to say to, to now, you saw all these steps. Right that I did this and then that the other, the other, and Isar and I, we had this conversation yesterday. He's like, you know, now you can automate that. And I said, yes, but you have to go old school before you go new school. You need to understand your process before you dive in there and start automating things. And so, but now I am ready. So next time you see me. This whole process will be automated. I'll be sitting here with my feet up on my desk, going to, you know, go to yoga or something,

Isar Meitis

planning the next speaking gig.

Susan Frew

That's right.

Isar Meitis

Awesome. Susan, this was fantastic as always. Thank you. I really appreciate you. You always bring. Lots and lots of very, very tactical knowledge, but with solid strategy behind it, uh, which is the important part. I really appreciate you being here. I also appreciate the audience. Have a great rest of your day. Thank you, Susan. See you later.

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Isar Meitis

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