If Everyone Sounds The Same, Why Would They Choose You? #23

We push past noisy feeds and show how to earn trust with direct video, sharp positioning, and AI that supports your voice instead of replacing it. The playbook favors authority over audience size and turns lived experience into useful content that drives real DMs.

• record and send without over-editing
• A4M insights on trust and demand in longevity
• authority beats audience size for outcomes
• video as anchor for memorability
• brand-in-three-words clarity test
• niche down to speak to someone specific
• useful vulnerability over performance
• AI for structure, human for voice
• personal stories that spark DMs and meetings
• direct video outreach to ideal clients

Transcript

Hit Record, Don’t Overthink

SPEAKER_01 0:00

Here's the first practical tip. Hit that red button that says record. That's the first that's a great one. And everybody listening has to promise. The billions listening right now have to promise.

SPEAKER_00 0:12

But remember it said we don't need that many people. We don't we only need a few.

Vegas Trip And A4M Longevity Boom

SPEAKER_01 0:15

Yeah, that's true. That's right. That's right. Um so uh if you're if you're listening to this right now, don't go back and watch your video. Just do it and send it. Do not do not watch it. Do not do not go back and try to critique it or edit it or whatever that may be. Don't do it. Record it, send it, and off you go. That's my that's my practical tip for the day, I guess. What's up, Eric? How are you? You're all in one piece, you're back from Vegas.

SPEAKER_00 0:47

Yeah, Las Vegas. They even dragged me out to a club, John uh, John Summit, some techno EDM music. That was the first and probably the last time experience I'll be doing that. That wasn't the main reason I was there, though. I was there for A4M, which is a big longevity congress. It was like 10,000 people. It was the busiest show I've ever seen by a lot.

SPEAKER_01 1:05

Wow. So where did where do they have that? In some the in the convention center?

SPEAKER_00 1:10

Uh it was at the Venetian convention center. Oh, okay. Wow. It was massive. Like just walking to either side of the convention center was like 15 minutes.

SPEAKER_01 1:20

Wow. That's wild. And just tons and tons of booths set up.

SPEAKER_00 1:26

Tons. Wow. Insane amount of booths.

SPEAKER_01 1:30

And people trying to Now did you have a booth or you were just walking to the booth?

SPEAKER_00 1:34

Oh, yeah, yeah, yeah. We had a booth with my new organization that I joined a few months ago, and uh it was great. We had pulled together this amazing looking booth and secured the booth like last minute, the corner flow, it was fantastic. Lung longevity medicine, functional medicine is burning hot right now. And uh the the peptides, hormone replacement, and whatnot, it was crazy, which is a great opportunity for lot thought leadership for some of these providers and offices because this people are dying, because the patients are dying for someone to take that over. So I thought I'd drop that in there.

Authority Over Audience Size

SPEAKER_01 2:11

No, I've it's yeah, I mean I I bet they are because I heard something very, very uh interesting today. It was from a real estate guy who does a lot of Ryan Sirhand, who does a lot of content, and he's like somebody was asking him why do you do so much content social media thought leadership? And he's like, Because I need the right set of eyeballs to buy that hundred million dollar property that I'm gonna list. And I think that says it all.

SPEAKER_00 2:40

Like you Yeah, you don't need ten thousand followers buying ten thousand properties, you need ten people who trust you enough to take that step.

SPEAKER_01 2:47

Right, right, yeah.

unknown 2:49

Yeah.

SPEAKER_00 2:49

Like, forget the audience, build authority, and and I think that's what he's saying.

SPEAKER_01 2:52

100%, yeah. And and really boiled it down to, oh, you know, it's it's not like I need billions and billions of views. I just need that one person to see me, and the way that they can see me is frequently sharing his message and his value. So um, which is I think is exactly what we try to do. I mean, obviously we have clients that come to us and say, Hey, I want to shape my thought leadership, I want to be in this space, I don't have the time to do it. Can you guys help? And we can, and we do. Um, but you know, for those who are listening that want to do it themselves, there's a um, you know, I you know, we're really gotten on this track of stop with the AI social media stuff. It's just it is I I I've talked to pe I've talked to three different people this week that have stopped looking at social media. They've like literally taking it off their phone, they just stopped because it's just the same old AI produced crap day in and day out by everybody.

The AI Slop Problem On Social

SPEAKER_00 3:56

Yeah. I mean it's just to go back to the the show I was at, I mean, people are looking for people that they can trust because there's so much noise out there. So I I felt that having a a regular size medium booth was an advantage because these providers that were attending were looking for people that were able to talk to them rather than these massive booths where they just feel like another number. And I think that translates really well into what is happening in the marketplace for patients or whoever you're speaking to. You're not saturated in your niche. You just need to figure out how to become the authority in your niche. And yeah, like you said, you know, we're here to hit have the easy button to make that happen for you, but we also do this podcast to talk about how you can do it and you can learn how to do it on your own. Um but like you're saying, Eric, I completely agree. LinkedIn and all social media, especially LinkedIn, is more saturated than ever. I've stopped, I've started to post one or two times a week. I was doing every day, multiple times a day for a little while. I I still think that there's value in doing that if you do it the right way, and I think we'll dive into a little bit of that today. Um, but you know, every coach, consultant, sales rep is posting daily, but nobody's getting remembered because of all this AI. And there's a paradox there, like more content creation than ever, but there's actual less connection, which lends itself to a big opportunity for people.

Be Memorable, Not Middle

SPEAKER_01 5:25

Yeah, huge opportunity because I put out a video earlier this week. Like if you just sit down and decide to do some number of minutes per week of a video sharing value or sharing your message. It's gonna the algorithm is going to reward you. Now I always hate to say how the algorithm is this and the algorithm's that, but they're realize that these social media platforms, people are jumping off of them. As much as they say we've had hundreds of billions of views, they are they they know this is happening, this phenomenon is happening, and and so they want to reward those that are going to produce content that's gonna keep people on their platforms. I'm convinced of it. And I think it's happening.

SPEAKER_00 6:11

I I I agree, and it's funny because I think also what's going on is the loudest voice that's in in your specific industry isn't always the smartest, but they're definitely winning the narrative right now. And I don't think being consistent is enough anymore. You need to be really consistently different in sp in how you're connecting and how you're speaking. Because everyone's trying to optimize for for the algorithm and what's going on there, but no one's optimizing for being really remembered. And I hope we can try to figure that out today.

Video As The Anchor

SPEAKER_01 6:41

Yeah, yeah. Yeah, I I always say you nobody remembers who's in the middle. Nobody remembers. And so you're gonna have to make the choice to not be in the middle and be that outlier that produces the pattern disrupt or the pattern interrupt, where somebody goes, Oh, what did they say? Why did they say what what are they talking about? And um, I I I still I'm going back to it. I know people cringe sometimes they hear this, but it's video. Because that's really the I think that's the anchor, and then all the other value and content and thought leadership that you provide around that, and that can be you know short form posts or long form posts, whatever that looks like. I think that video's got to be the anchor of it because people aren't listening anymore. They're just not.

Practical Brand Clarity Tips

SPEAKER_00 7:31

Or direct video, as we say, to your ideal clients. Yep. Or people that you're trying to connect with, send them a video. And at least you get a really good practice by doing that and then getting on camera and talking about it. That's a great point. I mean, we use clips from from this for content. Yep. Even though we're like technically talking on video right now. You know, it's a little nerve-wracking in the beginning, but then you realize you're just sitting here talking with your friend. Right, right. But um, but yeah, I wanted to kind of touch on some practical tips to maybe get started for people that are trying to understand, you know, what are we talking about? What it what actually can you do? Because people are probably listening right now and being like, well, what you're saying all these things, but what can I do?

SPEAKER_01 8:10

Yeah. I here's the first practical tip. Hit that red button that says record. That's the first that's a great one. And everybody listening has to promise. The the millions, the billions listening right now have to promise.

SPEAKER_00 8:25

But remember it said we don't need that many people. We don't we only need a few.

SPEAKER_01 8:28

Yeah, that's true. That's right. That's right. Um so uh if you're if you're listening to this right now, don't go back and watch your video. Just do it and send it. Do not do not watch it. Do not do not go back and try to critique it or edit it or whatever that may be. Don't do it. Record it, send it, and off you go. That's my that's my practical tip for the day, I guess.

SPEAKER_00 8:56

Yeah, and uh I got a couple more, and we'll see what you think, and maybe you have some more too.

SPEAKER_01 9:00

But I have to interrupt you before you go.

SPEAKER_00 9:02

Sure, please.

SPEAKER_01 9:03

I'm taking care of a cat that is like behind me, and he she just jumped up, and you'll hear her throughout the podcast. So you know that we're not AI generated. This is 100% genuine. Go ahead. Sorry.

SPEAKER_00 9:14

So I got my Christmas lights in the background too, so there we go. We're on a roll today. I have to lock my cats out so they don't break in and do the same thing.

SPEAKER_01 9:25

She's very sweet, but wants to get on camera. So there you go.

SPEAKER_00 9:30

Well, instead of going through the our favorite exercise, uh, you know, the talking logo, I think this is a little bit more basic way to start. And ask three people in your network who you are, or at least to describe who you are, your brand, in three words. If it's all over the place or no one can do it, you don't have a personal brand, or you don't have an identity you're trying to speak to.

SPEAKER_01 9:54

I love that. That's great. Um as I think about it. I think I know the three words that people would use about me, but I like that. Thank you for that's it.

Niche Down To Be Remembered

SPEAKER_00 10:04

That's that's a great one. Well, I think it's pretty obvious, right, as someone that like yourself that's been creating and you have a specific lane and people know who you are, right? I think the one of the first ones would be uh red hat aficionado, and then uh battling for one B 1A, one B would be personal branding and uh video and content strategist. So those two are neck and neck, and then of course your uh med tech experience. I mean, all three, you could put any of those first, but I thought you were gonna leave with Red Hat Idiot.

SPEAKER_01 10:36

So then I think I appreciate the aficionado.

SPEAKER_00 10:41

I was thinking about something, yeah.

SPEAKER_01 10:42

Uh I appreciate that. Yeah, well, I mean, and and for your brand, I mean, obviously you talk about regenerative medicine, and then you know, that's immediately what I think. And and you know, for you, you've just I mean exploded with followers and really, you know, you do a newsletter. I mean, you you got a lot of you know, you're sharing value every single day. So I would say, you know, regenerative regenerative medicine values is your three words that I would think of your brand. Nice. Yeah.

unknown 11:13

Yeah.

SPEAKER_00 11:13

I mean, it's all I care about is people that need help, need help with from what I do, which is you know, the medicine part and then content creation or whatever, or personalized videos or whatever, that they know who I am, so they can send me along to somebody else, or they need if they need direct help, they just reach out to me and I can help them help them, whatever. And that's ultimately your goal, right? Because remember, and I say this every single time, it's it's not an ego thing, right? It's your personal brain is not an ego thing, it's not showy, it's about who you're looking to help, who you're looking to serve in the marketplace. And that if you just keep remembering that, and then you can start letting your voice you know out there without being concerned that it's you know ego or or being showy.

SPEAKER_01 11:54

Yeah, absolutely.

Share Useful Vulnerability

SPEAKER_00 11:58

Well, I had another uh little tip, and I thought this was a good one, um, for for the kind of basic, kind of like the last one, which is if you look at if you started posting and if you looked at your last five to ten posts with completely fresh eyes, could someone else in your industry write them? Or is it specifically you? And there's some road there that you need to take, right? Do you want to be continuing to be broad or do you want to really dial into who you're speaking to in your industry? And that's I think a big decision to make right now because the algorithm and there's so much AI slop out there that what we're seeing and what I'm seeing is the smaller the audience you speak to, the more effective you can be on social media at this point in day and age. Yeah, I I totally agree with that.

SPEAKER_01 12:49

So, you know, what's and I know that there's these agencies out there that are telling these people, this is what you need to do for marketing for this and marketing for that, and it's not working.

Use AI For Structure, Not Voice

SPEAKER_00 13:02

Yeah, and I think that I think another another important tip would be think about one thing that's gonna like push you just a little bit out of your comfort zone, maybe just a little bit uncomfortable. I'm not saying like completely vulnerable that it goes like fully over the edge, but it's just something that you want to share and you know that might be effective. That's probably the zone right there where you need to be thinking about sharing with your audience that's gonna get really get the eyes on it of what you can actually help the world with. And I think that you know, that could be if you're talking about um if you're trying to reach you know salespeople in med tech, maybe that's the first mistake you made in a procedure and you got you know yelled at by a physician or a scrub tech or whatnot. Or maybe if it's um you know public speaking or going on a podcast and how you you know completely stumbled upon that and you're trying to speak to other people that are trying to create podcasts or be guests on podcasts, whatever your audience is or whatever who you're trying to speak to, they want to hear that so they understand that you've gained some authority in the space or you've gone through trial by fire and you can help them accomplish their goal.

SPEAKER_01 14:11

Yeah, that's spot on. I mean, yeah, I you know, is in just thinking about all these tips that we're giving right now. There they're ones that we know, they're ones that we should all be using, and I'm just thinking to myself, I'm like, yeah, that's spot on. That that's spot on as well. And and this is all stuff everybody that you can do for free. I mean, this is this is takes you, you know, some time in the morning and engaging, commenting, and doing things like that. So I hope that when you're listening to this, you kind of jot these down or watch our uh star-studded YouTube podcast as well. Watch it a video, and you can see what we're talking about because it's um it's powerful.

Personal Stories Drive DMs

SPEAKER_00 14:57

Yeah, and and you know, I think that you know, we're giving a lot of hate to AI, right? But that you know, obviously we don't feel that way. AI is a super powerful tool. You and I use AI tools all the time, but there's a right way to do it and not sound like everybody else. And I think you need to use AI in that 50-50 rule. So use AI for the first for the I think it's important to use it for your structuring in research and initial draft. But the other 50%, at least 50%, needs to be pure you. That's why it's so important when you're sharing examples and stories and word choice and especially your personality, because that's where the personal detail test comes through. You know, there's so many words and so many ways we can pick up right away if it's like a chat GPT post or whatnot. And when I use my personal, when I'm using a personal structure in terms of you know the tools that I'm using, I really like chat GPT for structure and ideas or kind of like advice. I really do not like it, especially right now at this moment for writing or even giving me a sample draft. I really think it's a poor writer at this point, whatever reason that is, and we can go down that rabbit hole and probably expose it or figure it out. But um, I do prefer you to ask you. Yeah, exactly. Yeah. I'm gonna get something's gonna happen. Patriot Act, or I don't know, they'll find me. I do but I do like Claude as my, you know, really understand my voice and where I'm trying to go in terms of um finalizing my draft. But that again, most of what I'm saying and what I'm typing is what I'm trying to share, something that I've experienced. First person stories, direct experiences. The rule it's AI helps you think faster, not sound smarter. Uh then you'll just sound like everybody else. Yeah. Then what are your tools, your favorite AI tools for so I structuring I love chat GPT for this.

Holiday Pivot And Wrap-Up

SPEAKER_01 16:58

I hate to type. I absolutely hate to type. My type is awful, my punctuation's bad, you know. I'm just and I just start riffing. But what I use is I use this microphone and chat GPT, and I just talk, and it's my post, it's my words, it's my structure, it's everything me, but I just have it utilize it for, you know, a lot of the grammar and things like that. And then what I use ChatGPT, well, I could go down a whole anyway. I'll go down a little bit of a rabbit hole here. Um I use it and I use it in certain projects to to prompt me for ideas. So think, hey, what about this, this, this, you know, utilize today's current events and let's talk about this and how this, you know, a lot of ideation stuff. The other thing I use chat GPT for is which I love is I um created a business consultant, and people are like, How did you create a business consultant? And it's my own GPT. And what I did is I fed it all the business books that I love um that I think are just absolutely fantastic. I actually asked your opinion too, Chris, of which ones you liked as well. You immediately went with a four-hour work week, which I loved. That was cool. Um so I and then I subscribed to Scribed, S-C-R-I-B-D, which puts all books on PDF. And then I just uploaded those to my GPT on Chat GPT. So I use that for ideation for business, and it's awesome. It's my own McKeston, you know, whatever, Boston Consulting Group. It's all my business consulting right then and there. Probably save myself quite a bit of money. But um, yeah, so that's what I use. But so all that AI to be, I love AI. I use it a lot. I use it for a lot of different things. I have it read a lot of different things and analyze things for me, things of that nature. But man, I don't use it to write for you because it just we all know how about that.

SPEAKER_00 18:57

Yeah, yeah, and that's it. And it but and I think it's you know, when you're when you're using AI to to write or there's other kind of tips you can work in. I think that personal branding has become somewhat of a performance vulnerability. I think your struggle when you're trying to share isn't your strategy. I I don't think that posting trauma is really the thought leadership you want to go with. I think reframing it is the vulnerability that you've experienced, there's utility there, and share that. So share your advice. Yeah, and I think there's a fine line there. And I think the people that do it really well get their audience really dialed in and they start to get a lot of DMs being like, wow, that really spoke to me. How can you help me? You know, I'd like to connect over a call someday. And that's ultimately the goal, all right. When you start speaking to someone so clearly on how well you've experienced it, and That's why you know you're using all these AI tools to ultimately get to the that path, and so am I, when I'm using when I'm trying to establish my authority in the space. So that I'm getting the DMs and the messages being like, wow, I mean, you spoke to me exactly on peptides. I'm trying to implement peptides, or my providers are looking for peptides. Can you help me with my doctor that's been asking about them? Can you jump on a meeting with them? Or I'm a doctor, I want to implement hormone replacement. Help me do that. Or wow, that tip on personalized video is booking you more meetings. That's obvious. Thank you for sharing all this. Can you help me do that?

SPEAKER_01 20:34

Yeah, and what it really does is it starts learning what you want to say, what you want to share. It starts learning, so it's really going to help you. It understands what you're trying to shape and what you're trying to say, which, you know, that's it's machine learning and that's what it's doing. It's after rep repetition, after repetition, it's it's learning what you or at least what it believes you want next.

SPEAKER_00 20:56

Well, we have Christmas coming up. I wanted to do a hard pivot and uh see if you had any famous catch you off guard a little bit, famous Christmas stories you wanted to share or funny holiday experiences.

SPEAKER_01 21:08

Man, you did give a hard pivot. It didn't prompt me at all before this time.

SPEAKER_00 21:13

I know for this. I figured it was a holiday, kind of a holiday episode. We're creeping up uh on Christmas. Why not why not throw a curveball in there?

SPEAKER_01 21:19

Man, I don't know if I have a nothing?

SPEAKER_00 21:21

No funny stories from your childhood?

SPEAKER_01 21:23

Really funny. Oh, I have one, but I can't tell it on this podcast. Um Yeah, I know that people would not like that if I told that story.

SPEAKER_00 21:32

Um, that's too bad.

SPEAKER_01 21:34

Yeah, but I'll have to tell you off this. But anyway, I don't really have what do you all right. You alright. In order for me to figure out one, what do you have for a funny story? Do you have one?

SPEAKER_00 21:44

I'm kind of thinking maybe I shouldn't share mine now. Now that you said that, I was gonna share mine.

SPEAKER_01 21:49

Well, I I uh my mine's a little This is bad podcasting.

SPEAKER_00 21:55

They don't people do not like this.

SPEAKER_01 21:58

I may I may uh cause a little bit of a writh in my family if I told this one.

SPEAKER_00 22:02

So Yeah. Anyway, all right.

SPEAKER_01 22:04

Well, what are you doing for next week? Well, so um I'm staying at home and I'm we're having family here. So um, but now I'm thinking about this. I'm like, okay, today is the 17th. Yeah, I guess we can't record on Christmas Eve, so that won't work.

SPEAKER_00 22:18

All right, well Yeah, we're gonna have to record early next week.

SPEAKER_01 22:20

So Well, okay, how about this? We'll have a Christmas story ready to go next week. That that's the goal. So when we record on the twenty third, we'll have one. How about that?

SPEAKER_00 22:30

Perfect. All right. Deal.

SPEAKER_01 22:32

On that note, we'll see everybody next week.

SPEAKER_00 22:36

All right, see ya.