Episode Transcript
[00:00:00] Speaker A: Be businesses are going to start going under.
You know, I mean they're using agencies that are a pop up, a starter that are claiming these bold claims of I can run your ads with AI and I can improve your company and generate leads. And a buddy, I consider him a friend.
Our sons play on a soccer team together and he showed me what they were doing and he told me how much he's spending and he's not a big company and he spends getting a lot in marketing and he's getting very little to no feet like like feedback of like leads coming in and I'm like so basically his cost per acquisition of being able to talk to Someone is around 4 to $5,000. To talk to somebody,
[00:00:47] Speaker B: oh my gosh.
[00:00:48] Speaker A: To talk to somebody that's not close, that's not even qualified, that's just to talk to somebody. So I'm like holy crap it so his average project is a little bit larger. He's kind of that mid range contractor. So his average project's like 35 to 45,000. So you know he, if he closes a couple he's all right. But holy crap dude. I'm just like everyone. So I just feel like companies like his and hopefully it doesn't happen to him but I feel like companies like his are just going to go under and, and it's all these like pop ups people and I keep seeing these ads because I follow different things. Whenever I get on social media I follow the most random stuff and I've got like 15 social media accounts so I see everything and when I see this it's like all these people are starting up and they're like oh I can do this, I can do this. And the other bigger companies are like fire your agency. Just come to my conference and spend $8,000 her mosey and you know, and, and I'll teach you how to do all of it. And I'm looking at it going what business owner that's a Chuck in a truck has time to pull over and do his own marketing?
[00:01:54] Speaker B: This is the thing. And hey everyone, we just jumped straight on in.
We were having good conversation before the pre show or in the preshow and we just decided to start recording. So let me do the intro real quick and then I have a big old comment about that. So. Hi everyone, welcome to the show. Keith Burhack and I have with me Josh Ramsey here. And Josh you are the founder of JRCMO and Strategic Point Marketing and you've been doing this since 1998 doing that traditional media Mad Men style, radio, TV, print, billboards, transit ads. And now you are doing this at scale. And you have placed more than half a billion dollars in media. As a director of
[00:02:41] Speaker A: 1.5, I'm proud.
1.5 billion.
[00:02:45] Speaker B: 1.5 billion. Sorry, I had a decimal point over 25 ad agencies. And we're going to continue this conversation and talk about how money leaks. Josh, so happy to have you on the show, man.
Hermosi stuff. Yeah, I mean, we're. Yeah, we're. We're talking about.
So you mentioned right before I did that whole spiel about like, the business owner is not going to the conference. He's not going to drop down $8,000 to figure out how to use AI for this. And he's not going to build his.
They're going, but they're not going to get the.
It's.
There is this idea of the Panopticon or this, like AI's magic, and it's going to solve everything. Just like it was computers in the 80s.
And you and I are at the point where we remember when computers, the personal computer, came out. It's like this thing is effing magic. It's just going to do everything. It's going to be one guy, the Jetsons, George Jetson. His job was to push a button that started the computer every day, right? And it was supposed to be magic. And then people realized, garbage in, garbage out. You actually have to do some work. It's going to make it better and faster, but it's still garbage in, garbage out. So you have all these people selling the dream of, oh, oh, Joe, who runs a landscaping place, is going to use AI to transform his business. He doesn't have time to learn AI to transform his business.
We had someone come on and they were saying, and sorry, if you're listening to this man, he was saying, you know, one of my clients came onto Segmetrics and he was like, I have 50 other clients that would love to use this. I'm like, yeah, they would. They absolutely would.
But the client didn't sign up for Segmetrics, man. You did. You signed up for Psychmetrics. You brought the client. The client is not going to be doing this. It's not going to be going. They're not going to build their own software. They're not going to do all this stuff. They're going to get someone like me or someone like you or someone that knows this stuff to be the consultant, to be the services, to be what we were talking about. Before that middle person to implement this stuff.
Because as a business owner, we got enough stuff going on. Right?
[00:05:06] Speaker A: And that's where it's like. So back to kind of the hormones. Listen, I'm not knocking the guy at all. I'm saying that he knows what he knows, and he knows more than a lot of different people. But it's not so much about him. It's about the audience and the segment of people and what they're doing and what they think they're going to get from it.
So it's the same thing. If I were to take her Mose. And then what you and I said before we. We went live was, there's all these startups and these in these people. Now if you're out there and you're one of these startups, that's great, but part of it is, you know, what's the unique selling position? Like, I come in and I'm like, look, I've been on hundreds of podcasts. I used to have my own radio show.
I'm, you know, I've done 1.5 billion in ad placement. I've done the traditional media. I've been doing this since the late 90s all the way to current.
The knowledge that I have have turned into what are called laws and principles, strategies that support the principles and laws and a playbook that helps you hold everyone accountable. And. And that's the vision here that these startups don't have. You know, they don't. They don't. They haven't lived it. They don't have the gray hair that I have for a reason. You know what I mean? And, bro, this is with Just for Men Jail shout out. Just.
You know what I mean? Imagine if I didn't. I'd be like, ghost. I'd be like, grandfather.
I'm still in my late 40s, and I'm like, I want to try to hold on to my. My 30s just a little bit, you know, But I mean, they don't have that.
Yeah. And. And then companies are blindly trusting people that don't have the resume just because they get sold on something. I have a client that I love dearly. So if they see this podcast, I love you dearly. I'm not going to name who you are, but they came to me and in one of their top executives said to them and tried to convince them to go away from working with me and work with someone else. And I said, listen, you can do that. I'm not upset. Whatever's best for my clients, I want for them. But I said, why are you going that direction? And their answer was, because he flies on a private plane and he drives a Lamborghini. And I immediately went and did a reel.
And if you could see that picture right there, those were, those are my three kids. And I, I said on the reel, and the first thing I said was, hey, everybody, if you're trying to choose an agency because they're flaunting a watch and they're driving a Lambo and they're flying on private plane, I'm like, I got three Lamborghinis here they are. They cost me more than a Lamborghini grocery cost these days.
Like the clothing. My son is 12 and he's almost. I'm, I'm like, five, nine. My son is 12.
I'm like, you know how much food that kid eats
[00:07:46] Speaker B: you're doing?
[00:07:47] Speaker A: My point is, is like, you know what I mean? We go after this flashy stuff. It's the same thing you were saying the computers in the 80s, you know what I mean? The, the Internet in the, you know, early 2000s, you know, the pay per click in the, you know, when, when, who was it that I was working with? Reach Local took off. You know what I mean? I was on that front end of the wave with Reach Local. And, you know, I think there's something to be said about being on the front end of the wave. I interviewed three agencies the other day. And when I interview agencies, because what I do is I'm a chief marketing officer, so I step into companies as the leader, as the visionary, understanding what the company needs and then interviewing ad agencies to say, you know, don't, you know, agencies are notorious for selling you what they, what they're good at, not necessarily what you need. And that's not a knock against agencies, but it is a fact that, that agencies have their niche and business owners don't understand the confidence gap. So the frustration is always there of the agency's over here, the business over here, but the agency sells them just enough that the business owner is like, I don't have another choice.
[00:08:55] Speaker B: And, and this is, this is what we were talking about before we hit record and before we started this is that there is a. There's two things that people have always lacked and it has escalated with AI but it's the exact same thing. It is taste making, knowing what you need and what you want to do, and then process. Right. Just like you were talking about all this experience, all of this documentation. And the cool thing is that if you have those two things AI Becomes a superpower. And same with like working with people I consider like, not as AI is conscious, but AI as a person. If you interact with AI like you would a person, as in you have taste, so you don't trust blindly and you have process and you have structure for how they're supposed to do things. Man, AI does a lot of good stuff, but it's when you just blur those lines. And so like you having these laws, these, these processes, these SOPs, all of this stuff you've been building about how things work, how people need to think about marketing, how you optimize a page. This is the stuff that I think traditionally, especially American businesses have been very bad at. And especially in the marketing industry, we've been very bad at like the, the number of agencies I have worked with that have very good structured SOPs are like 1 in 20, like if that, like. But that's the superpower now.
[00:10:20] Speaker A: And it. Yeah, I mean, there's nothing more I can say. You said it beautifully, you know, but let me build on that and just explain to the audience part of what that looks like. Because I think hearing it's like, oh, okay, yeah, that makes sense. But then it's like, what do you go do with it? And that's part of these laws and principles. So I shared this with you, I'm going to share it with the audience now. So one of my laws and principles is called the JR cmo, which is the name of my, one of my companies, the CMO company. So JR cmo. And then it's the girlfriend effect. I think it's law number nine. And the girlfriend effect works like this. Whenever Keith, you and I, we see some.
I think you're married now. I'm married. So it's like whenever I saw my wife, the first time I saw her was on MySpace in 2008. And I was in Nashville and I was living in Dallas, but I was doing a conference there and I went online and I'm like, hot girl, Nashville. She popped up. I'm like, she's never going to respond to me. She was in law school and she was a fitness model and she was a head model for Hydroxy Cut. Okay. Gorgeous, gorgeous girl. You can look her up. But here's my point to that story.
When I met her, I didn't care what her name was.
What do we care about? Whoever we're looking for, whether we're looking for male or female. The first thing that we care about is are they good looking?
Like, then we move to are the other ethics Morals and values align with mine because we're all core needy because we're human. That's how we're wired. So that's the psychological side and AI feeds into that.
So when we look at that, the girlfriend effect becomes this. You don't care what the girl's name is. You care about the ethics, morals and values. And until you know that that vision aligns with yours, the name doesn't matter. That's the girlfriend effect.
Now how that works in business is it's the same. No one cares what your name is. I don't care who you are out there. No one cares the name of Amazon or McDonald's or Whataburger or Chick fil a or whatever you like, in n out, whatever you like. No one cares what the name is. What they care about is when you say that name, something overcomes you where you have this endorphin rush at some level of like, hey, they make me happy, the food makes me happy or getting gifts from Amazon makes me happy, my person makes me happy. Now you care what their name is. Now the branding matters. So the girlfriend effect is one of these things that when you run it on clawed with the girlfriend effect and you check your marketing, it will come back and it will say here you failed the girlfriend effect because you touted more about your name than what your USP is. Your unique selling position.
Sell your unique selling position first. Sell that your ethical moral value. So then this goes to the next law, which is called the abilities. And I'll stop after this and let you bounce back. But the abilities law ties into the girlfriend effect which is how many abilities do you have? Knowledgeability, dependability, likability. There's four of them total. So as you go through those laws, the question becomes when I read your marketing, when I read your website, what abilities and what do I perceive? Because it's not what you say, it's not how you say it today, it's what, what you make people feel, what they perceive of everything you say. So Zig Ziglar had it right before the Internet was around, but now it's that last part, right? It's more about what you perceive and the feeling. Then the brand matters. And those are just two of my laws. And right now there's 27 and I haven't even approved another nine where I'm just continue to take what I know, turn it into the laws and the principles that by the way, I give away for free. So everybody, it's free. You can go get
[00:13:58] Speaker B: and we'll Put that link in the, in the show notes as well, if that's good on you.
[00:14:02] Speaker A: Yeah, yeah,
[00:14:03] Speaker B: awesome. The. Yeah. And this is one of the.
So where do you.
Man, I got a lot to unpack there. Okay, so one of the things. So one of the things I talk about a lot and I agree with this, is like, AI is good for certain things and not good for other things. Right? And this is really a. And one of the things it's really good for is this type of analysis, which is, look, these are the rules. These are the things you're supposed to do. Take this corpus, take this website, take this whatever, take this video transcript, analyze it based on these rules and give me the score. Give me, show me where I am failing in that. And I've always felt that is a great use of AI because it is very good at understanding things, even if it can't fix them. Because AI is still dumb in a lot of places. It at least gives you that feedback loop to say, oh, I like you're phrasing things like this, but you shouldn't be. Right? This goes against rule number 26, right? And stuff like that. And then.
But what, what do you then do with that? So I know a lot of people would take that in and say, like, okay, Claude, fix it. And then what happens then? Like, is that something that you hand off to AI? Is that like, where do you.
Where. I don't want to say where's your line? Because I think everyone's different in that line changes depending on the context. But what do you want to keep in control of that process?
[00:15:31] Speaker A: So a lot of ways for me to answer that.
I'm going to try to answer it as precisely and directly as possible, but I'm going to take a little different tactics of it. Okay, ask me again and I'll. And I'll give you. So I used to say this, and I'm notorious. And you can find me on all the podcasts that I've been on and everything else proving that I've said this in the past, but chatgpt, chat GPT, if I can speak today, used to. If you'd ask it the same question five times, you'd get the same answer.
It used to do that about a year ago, that's what it would do.
Now if you ask it the same question five times, you get five different answers.
So the majority of major cities in the United States, if you Google fractional CMO and then the name of the city, I show up on page one of Google. I also typically will show up if you say who's a great or good or who is a CMO in and in the major city. A lot of times I show up, but I show up maybe 1 in 4, 1 in 3. But I typically will show up because my rankings are so high, because I have eat now. Eat. Expertise, authority, trustworthiness. For those who don't know, eat with Google. So that's AI doing it. Now, the next part, AI is fed by two pieces that people don't realize. But simplified AI is fed by two pieces, one, the creator. So when you look at version 5.1, 6.2, and it keeps going up because they keep making upgrades, it's fed. AI is fed by whoever created it. That's because they're learning, learning, learning, and then publish. Learning, learning, learning, and publish. The other way it's fed is by you.
Whoever you are, whoever's using it, it's fed by you because it's learning you and it's feeding you that information.
So it makes you feel better than maybe the truth. I wrote a postcard that I love. I lost my mom of a heart attack in 2014 overnight. Just shattered my world,
[00:17:25] Speaker B: man.
[00:17:26] Speaker A: But I wrote a postcard anyway, and it says, your mom hates you.
If she loved you, she'd tell you the truth about your marketing. It looks and sounds like everyone else's, which is another law. And I think it's law number four called the platitude. The platitude is you are saying words and phrases like, I've been in business since 1980, and I'm like, great, does that make you better than someone that's been in it since 1970?
Like, right, like if I'm making a decision based on that,
[00:17:54] Speaker B: then
[00:17:54] Speaker A: you lose.
So the purpose is, is that, you know, the platitude is a whole other law and it walks you through it. So now let me answer your question. My laws, if you plug it in on Claude, ChatGPT and so forth, and we are connectors. Not connectors yet. Excuse me, I can answer that later if you want. But we are tasks, so you can download the laws. The great thing is with my laws inside these, is that you get the law and it names the law. Then it explains why the law exists and why you failed it, and then it gives you the next task. So let me give you one last piece. The last piece. Is this how I work? People ask me all the time, how do you work, Josh? What do you do? So every morning I wake up with my tablet and I start having A conversation. Hey, what's going on with this? What's going on with this client? What do you read here? What's this? Give me this, give me this. And it talks to me about it. The great thing that I'm doing now is I take that. And when it has the conversation with me, I've created a program where I can say, go ahead and task that to, to this team member that works for me. So my agency side is just doers. You don't get to talk to anybody. There's no phone calls, there's no drama, there's no overhype. So our baseline plans are cheap. They're like 500 bucks a month and it goes up from there. But you can have the conversation with Claude, figure out the strategy you need to do and then go plug it in. Right,
[00:19:15] Speaker B: right.
[00:19:16] Speaker A: I give that to people because I'm like, look, not everyone can afford a 5,000 or $10,000 a month agency.
There's more small people than there are big, you know, big companies out there. So that's how I work is the conversation part back and forth with the brain in it that says, this is what it is. If I'm doing operations, then I'm gonna go find someone's operational brain and plug it in. Cfo, the best cfo and plug it in the thing that I found. Unless someone else is out there and found this, I'm not finding any brains like that. You know what I mean? Yeah. In the cmo, in the CFO world, the CEO world, the coo, I'm just not finding them out there. You have to go to conferences like you're going to next week.
[00:19:54] Speaker B: I
[00:19:54] Speaker A: don't want to plug that. But you know, go to a conference is great, but it's like, how are you going to take what you learn and go apply it? That really becomes the question, and how do you apply it to your business?
[00:20:04] Speaker B: And I think that's the, that's the struggle. And that's, you know, going back to what we were talking about earlier is that the issue is that a lot of people are busy and unless you are, this is a lot of work. It's a lot of work to a, be self reflective enough to create, to think of that brain and then to actually create, everyone's like, oh, I'll just toss my thoughts into Claude. It's like it doesn't really work like that. Right. Like, you can't just say thoughts into Claude. Like I was
[00:20:32] Speaker A: right. You
[00:20:33] Speaker B: can, it's going
[00:20:34] Speaker A: to, you can forget.
[00:20:39] Speaker B: Right. It's going to fill in the spaces. This. This is the thing that we learned. And this is one of the big things that's important to me that you were talking about with, okay, it's going to tell you where you were missing. It's transparency. It's being able. And this is something we do with the AI connector and segmetrics. When you're connecting a cloud or whatever, when it says, hey, you had four leads. We show you the report, you get the report, you click on it, it opens up a full thing, you see the people, blah, blah, blah. So you don't have to just, like, trust that the AI is doing it. Because the problem that we ran into was that if AI doesn't have the information, it fills in the blanks.
And it fills in the blanks. And it says, because like you said, it wants to please you.
It says, this is what you say. This is the actual truth. But it's just making crap up in there, right? And so I was doing some internal research because, you know, everyone's trying to replace themselves as a writer or whatever. Like, how close can I get, right? Like, could I make AI sound like me? Or whatever? And I'm like, hey, I've been doing this a long time, Claude. How many words do I need to get to build an actual model? That actually sounds like it. Not like the bullshit like, AI is going to like, oh, no, this sounds like you kind of thing like an actual thing. And it was like, you have to have. I think it was like 400,000 words.
Like, that's a lot of words.
I don't think I have 400,000 words, Claude. It's like, and can I create 400,000 words of good content in my voice, like, instantly? No. This is all a F ton of work.
And this idea that we're just going to toss stuff into AI and it's going to work is not legitimate at all. It is.
It is decades of experience and documentation of that experience like you're talking about that builds that foundation.
So you are able to actually accomplish something with AI. Because, sorry, I'm ranting on when you're supposed to be talking, but this is how AI is built from foundation. They slurped in all of human knowledge. They're destroying books and copying billions and billions of words they're using to define these. And we're like, oh, I can throw in a blog post and influence AI. You can't influence crap.
Like, just the amount of information and structure you need is hard. And that's why it's so impressive. Like what you're. What you're building, and like this brain that you've built in there.
[00:23:12] Speaker A: Yeah. I mean, you know, I go back to part of why I did it is that there was a company out there, and I don't want to throw them under the bus, so I'm not going to mention them here. But there was a company out there that was doing training manuals, and that was their whole vision. And I've not looked them up and see if they're still existing. I'll probably look it up after this call. But, you know, it's like what I'm doing in another effect is training agencies. I mean, this is why agencies hire me to come in and teach their people, because I have all this knowledge. I've done it. I've been there. I've seen the challenges. You know, I mean, probably less and less, but it used to be my last count was, like, right before COVID and I used to say, probably about twice a year, something comes up that I've never seen before, and I'm like. And I have to go learn it. And I'm like, what? Why did that happen?
Now, I hate to say it, but I'm one of those, you know, as my kids call it, the old head, where it's like, I've just. I've seen it, and it's like, not much surprises me, you know? And I've. And I've been able to now create those laws and principles that I give away.
One quick story of why people might know this, of why I give stuff away for free. When I started out of my own company, I was still pretty young. I mean, I was in my 30s, and I'm starting a company. I didn't have anyone that was a mentor, anyone that could. I could lean on or talk to. And I didn't have AI. I still had a razor phone, you know, I mean, if you remember the flip phones, I had a.
[00:24:39] Speaker B: Oh,
[00:24:39] Speaker A: yes.
We didn't have zoom. So you're doing things, you know, face to face. I didn't have a mentor. So one day it kind of hit me where it's like, why would I go pay someone unless I know I can get what I need? So I created another principle called test before you invest, which is the law of leverage. Leverage means you apply leverage. So the laws leverage. The principle is test before you invest, which means apply a little bit of pressure, apply a little bit of money to a strategy. Test it, see what the results are. Because now it goes to another law called roi. And every one of my conferences go, I know what ROI is. You don't, because it's only called result of investment.
Because you're never guaranteed a return, you're always guaranteed a result.
So changing the mentality of marketing is what is needed today, and no one's changing it. And that's why I'm trying to forge it forward to say, look, I don't make any money. When someone goes, downloads my loss, you get them for free. You pay for the principles and the strategies in the playbook on the back end, Yes, I got to make money somewhere, but it's cheap. It's
[00:25:44] Speaker B: like
[00:25:44] Speaker A: less than 250. So I'm like, you get all this other stuff, but I'm like, I'm looking at and going, let me be the mentor to these guys. Like, if nothing else, what I'm doing is paying it forward to the business owner that gets pulled into someone else's company and there's enough for everything to go around. You know what I mean? I have no problem with competition. It's not about that. It's just,
[00:26:05] Speaker B: this is not a zero sum game. That's. I think that's one of the things that a lot of.
There's so much knowledge out there and there's so much expertise. This is not a zero sum game at this point. Right. And I have seen through my career as well that the more you share and the more you give and the more you help people, the more willing they are to work with you. It's not. It's not the people who are like, hey, we're going to work together, but you have to sign this NDA. And no, I'm not going to tell you what I'm doing and all this stuff until we're. Until the money's in the bank. Like, those are the people that never have, that are always struggling to find clients, but the people who are open and helping.
[00:26:42] Speaker A: Yeah,
[00:26:43] Speaker B: it's. Yeah, yeah.
[00:26:44] Speaker A: I mean, to that point, I think more people should work like me, but I'm kind of grateful that they don't.
I look at it, I go, I go. The only clients that I work with are the ones that understand in full what I do.
And therefore, what I'm giving them back is their calendar, their life, their stress. They don't have it as much because I'm stressing about it, because I'm taking it off of them. I'm working on it and I'm focused on it. But what could take them five hours I can probably do in one hour. Right. Because they have to go learn the marketing, figure it out, guess, make hard decisions.
So instead they can talk with me. What's the hard decision? This is my opinion. Here are the two or three options. Here's the pros, the cons. What do you want to do now? They have clarity like, like that. So again, I work with people and give that information away for free because my best quality client is one that's educated. And they go, I understand what you're trying to do and why you're trying to do it. It makes sense, it's logical, Go execute on it. And that's what we're doing. So, yeah,
[00:27:46] Speaker B: yeah. And I, I think, I think you're exactly right. And the smarter someone is about the way that you work and the way that they should implement, the easier it is to have those conversations and to get everyone on the same page. Because especially in marketing, the hardest part is, I mean, the two hardest parts, One, getting people on the same page and two, implementing that strategy day after day, week after week. And if people are not on the same page, they cannot implement on that strategy day after day, week after week. And so you have to all be set up and thinking the same way and have those same values, especially with the metrics you're looking at and the way that you're positioning and all of that stuff.
[00:28:26] Speaker A: Yeah.
[00:28:29] Speaker B: So where, you know, you had talked about a, you're, you're super fast, right. Five hours, you do it in one. And you, you also talked about lowering the cost. You said that you're, you're working with you starts at $500 a month. Do you see that as something that AI has changed? Is that something that you've always done? Like, how does that fit into like the new, I don't want to say it's a new agency model, but there we have so many optimization tools available to us now that we didn't have 18 months ago.
[00:29:02] Speaker A: Yeah. So for me, again, I'm just going to speak for my narrative and where I'm at. But unfortunately, AI has cut out a lot of jobs and those jobs that I've seen go away and I talk to a lot of people. I have a lot of friends that work for big corporations. I'm, I'm based in a city called McKinney, Texas, which is about 40 minutes north of Dallas. And in my city, there's a lot of high level executives. They're not the, you know, middle management. They are, there are some that I know, but most of the people I know are the higher level management. CEOs bosses and so forth. And everything that I talk to them about is the same thing that I'm finding, which is the middle level. People that are not sharp and they're not stepping up their game are getting let go and they're going away.
So to answer your question, the way we've changed things in my world is that it is the top level which are the prompters, the visionaries, the ones that have the experience, the old heads as my kids call it. And then it's the bottom people and the bottom people, it's fine. But they are the true, like blue collar, you know, rough neck, hard workers. You know, AI is not gonna, I hear this statement all the time. Someone will take a video and be like, let's see AI take my job.
And I had, I saw an electrician post that the other day and I knew the guy, but I went to him and I said, here's how AI is going to take your job.
Your biggest audience is that middle management that is getting let go because AI is replacing them.
They don't have money anymore, they don't have a job anymore. Think about what Apple's done and when, you know, Microsoft and all these other companies meta, they've, they've let all these people go that are all middle management. And that middle management pays the electrician to come to their house and rewire it and to remodel it and to add an extension. So that money's now gone. So that's how AI is going to affect the job. And I don't know what that means for the world. But back
[00:30:59] Speaker B: I, I don't either. Oh, go ahead. Yeah, yeah, go
[00:31:01] Speaker A: ahead. Yeah, just the last part of that was.
So the reason that I'm able to come in at that lower price point isn't because it's lesser quality. It's because I don't have that fluff in the middle. So it's visionary. So what we're doing now is, is we're building out a connector. So right now as you and I are talking, if someone sees this in the Future, it is 19th October 2026, but probably within the next, I'm going to call it less than 30 days, I'm going to have a connector where the, the, the business owner that's kind of in that middle gap, you know what I mean? And maybe even smaller, that don't have the revenue to hire a guy like me to come in and manage everything for them. They can go on to Claude, they can have the conversation of what the Girlfriend effect is the different laws and principles. They can see how to fix it. They can create a marketing plan through my laws and principles and what we call my brain, the JR CMO brain. They create that. Now they have to have someone do it. Now you can take that and go to Keith. I don't know your whole setup in your company, but they can go to you and say, keith, do this for me. But a lot of times it's the plan that has to be executed and the project manager becomes that back and forth connecting piece to make people feel nice and fluff and pretty and everything else. And I'm like, you just kind of don't need it because people are more conscientious of what they're spending or not spending. So that's where I've created a big reason why I've created this, where I'm like, just go get the free information.
Go educate yourself. Build your own marketing plan of what your vision is. The catch there is if you don't do it the right way, your business could go down. Just because I give a law and a principle and a strategy doesn't mean that you should be doing it. Because the law basically says your platitude. Don't say platitudes. This is a platitude. And this is, this is the way you could say it. But the way you could say it is based on your narrative, your psychological profile, why you started the company, right?
And then how do you explain it? And AI can't do that. And I could,
[00:33:05] Speaker B: right?
[00:33:05] Speaker A: I'm working with another guy right now that fall into the same thing. He has no idea how to explain it. So that's why he's hired me. Because we're mind stakingly just blowing up our brains in conversations of how do we do this? So we're sending like voice memos back and forth of like, what about this? What do you think of this? What do you think of that? You know,
[00:33:23] Speaker B: and this is what we were talking about is that you still need the tastemaker, right? Like there has to be a taste maker and one person. I'm sorry, but one person cannot be the taste maker on everything because it's not possible. Everyone has different skill sets, right?
I have this friend and many, many years ago, he was very big into AB testing when it first started and he found out that larger yellow buttons, they called them big pancake buttons, converted really well, like plus 10%, 15%, they were awesome. Anyway, so he's designing this new page and he says, keith, this page Just is not converting. I cannot get it to convert. I've made the button so big and so bright, like, just. No one's clicking on this. And he said, can you just look at it? I looked at it. It is this green page with purple buttons and, like, yellow highlights. I'm like, this isn't a. This is an affront unto God. Like, this is the worst design page. That's why it's not converting. Yeah. And he.
He is a smart man. He has tastemaker out the wazoo for copy and positioning, but he. He has the design sense of a drunk gerbil. Sorry if you're listening to this man, but it is. But you can't have taste for everything. And we were talking about earlier, what does AI need to be successful? Taste. Someone has to be watching it. Someone has
[00:34:44] Speaker A: to
[00:34:45] Speaker B: work, feed it. It is.
[00:34:46] Speaker A: It's so hard because, like, people. I get it. People can't always afford it, right? Like you want. Everyone wants to drive a Ferrari, but not everyone can afford it. Right? So I get that. But that's. Let me close the loop on the other part. So the nice thing is, is that now AI with. With my visionary brain, SOPs and everything else, you can ask it a question, walk through the solutions, create a plan, and then by just literally saying to Claude, hey, send this to the marketing team to execute for me, boom, it's done. Now you're waiting for it to come back and you don't have to do anything else. So that's the beautiful part there. But, yeah, I mean, the. The prompting and the visionary becomes part of it, but then it becomes. How does it feed back? And that goes back to my only two people are creating that AI that you're using. Right? It's the creator of. You know what I mean? Of anthropic or whatever you're using.
And then it's you.
Those are the two that are collaborating. And then it's whatever you get. Unless you start educating that brain different to make you think different. Right. To get a different answer when you ask the question.
[00:35:54] Speaker B: Exactly, exactly. And I think that there's.
You were talking about every time the model changes, like, it gets better, it gets worse, or it changes. Right? And so one of the things that happened to us a few. God, six months ago, oh, my God, six months ago, but ChatGPT had just released a new version and they had upped their image generation. And one of my team members was like, hey, AI just made this image. And I was like, holy crap, this is great. Like, this is on brand it looks good, it's stylish, this is great. And then I go on LinkedIn and everyone has the exact same image.
That was just the new thing. And so I think what a lot of people come into is they're like, I kind of think of it like the IKEA effect. It's like, oh, I put in a question and it came back. And it came back and it chats it all out. I can see the process. And it's like, oh, this is real, this is really good.
And they get these blinders on that makes them think that the quality is somehow really good when it's just the generic stuff because they haven't trained it and they don't have that taste.
[00:36:58] Speaker A: Yeah, I'll give another little example for people that, that I apply.
So I will use a story. People relate well to stories. I worked with a jewelry company in Miami and they were wanting to expand and grow and they couldn't quite figure out how to create a push button system where if it's raining, people weren't buying jewelry, and if this happened, they weren't buying jewelry.
So we went through several different tests. And the long story short, back to your point is I went to a mall in their area where they had three stores around the outside of the mall. Not in the mall, but I was in the center. Right. And you had like three stores that they had around, outside, away, a couple of miles away.
So I went in and I asked people a question and I carried a bunch of $5 bills and I said, I want five minutes of your time. I'm going to give you five bucks. And they were like, sure, you know what I mean? Like, free money. Are you serious? I was like, yeah. So I'm like, I want you to pull out your phone. And what I did is I had them run through a test and then afterwards I would record them. Hey, tell me what test you did and tell me the outcome that you found, you know, and, and tell me the truth and speak to the camera and say, if I did or didn't influence you, I either guided you or I influenced you. And I got about 50 of them. And I went back to the business owner and I said, look, you can watch all 50, but here's the statistics and the ratio. And this is before AI now it'd be even easier. But I literally just asked people that had no idea who his company was. No one knew his company, but I asked these questions and they gave me the truth. And that goes back to that whole, like, your mom hates you, right? And it's once you know that, you know, it's like you get this mountain of text. I was in Charlotte last week, and this guy walks up to me to talk to me, and he has this mountain of text on his hero image. He has one headline, which was a platitude, and then a. Like a paragraph of text. And. And I'm like, so now we go to another law, which is the four steps. Interrupt, engage, educate, and offer. So interrupt or disrupt. You got to break through the patterns to engage them and make them realize, oh, okay, I want to be here and then drop that mountain of text. Right.
So these are different laws that I've learned along the ways from different people. Like, my stuff comes from Jay Abraham, Steve Covey, and plenty of others. You know, Zig Ziglar, I can name a lot. Because marketing at the end of the day isn't being reinvented. It was already, right. The word puffery was created by the Supreme Court of the United States. You know about pizza.
So the word puffery is kind of like if you show up first and you say it and you say it first, it's puffery. So if someone else comes in, oh, well, someone else is doing it. Well, I said it first, I said it loudest. Sometimes that wins. So it becomes, you know, all these different effects. So, yeah, I mean, if you're going off of just who you feel like you are and you're not asking an outside audience of that ui, ux, user interface, user experience, what are people saying and really feeling, then you're not. You're not. Yeah, you're not making a change. You're not going to.
[00:40:06] Speaker B: It all comes back to that reality.
What is, what is.
And we're in this place where reality become with through AI. It becomes iffy. It's like, is this true? Am I just getting fluffed up? Like, who knows? It comes back to, okay, can we quantify this and can we quantify it accurately
[00:40:26] Speaker A: and
[00:40:26] Speaker B: be able to move off of that?
[00:40:27] Speaker A: Yeah.
[00:40:28] Speaker B: Awesome, Josh. Thank you so much, man.
This has been one of the most exciting interviews I've done in a while. We just rolled right into it. Absolutely loved it. We. Where can people find you online?
[00:40:40] Speaker A: It's real easy. If you type in Josh Ramsey, Marketing, then you're gonna find me. JRCMO.com is my website. You'll see a video of me teaching on the front hero image, so you can't miss it. So don't get duped, because there are some people that are trying to rip me off, which is Fine. It's the best form of. What do they call it? Flattery.
[00:41:02] Speaker B: Imitation is the Darius form of flattery.
[00:41:04] Speaker A: Yeah, but if you don't see a video of me and my resume on there, but people can check my resume and see, See everything that I've done. You know, the podcast that I've been on, I've enjoyed this. So by the way, I need this so that I can promote it on my social media as well. So.
[00:41:20] Speaker B: Heck, yeah. And then we'll also link to the. To the free the rules and the. That's
[00:41:26] Speaker A: on my website. But also people can go today you can go to Claude and look for JRCMO brain and it shows up that way. You can also probably within the next week, go to ChatGPT and find it there as well. But we have scripts. So no matter if people are using Copilot or whatever else, we have scripts that you can copy and paste and send it, put it into your chat. We're just working on the legitimacy. So like I said, I'm proud of it for myself. This is what I help clients figure out is, you know, hey, what's the path to get more clients Notoriety, you know, proof. You know what I mean? Like, I can prove the 1.5 billion, and now I can also prove that Claude. I went through the process with Claude to say, I'm a legit person, I'm a legit conversation and legit information, and I had to prove it. Showing my id, the facial wreck, all that stuff. You know what I mean? Like, I'm not AI, so I look a lot better if I was AI.
I mean, like, imagine Tom Brady and Brad Pitt all shaped into one with no hair. I'm like,
[00:42:28] Speaker B: you do enough videos, you get accused of being AI've gotten asked, like, which avatar are you using for your videos? I'm like, not like, do I have to. I have to do this before my videos now. Like.
[00:42:39] Speaker A: But that's why it's like, I look at people. No one's asked me because I feel like I'm like that borderline, all right, Looking versus you know what I mean? Like, why would someone choose an avatar? Like, like, come on. Come on with it. I love it. It's distinguished, man.
[00:42:54] Speaker B: It's distinguished.
[00:42:55] Speaker A: My compliment of the. Of the century, of the decade, of my life. If someone, oh, you're AI. I'm like, bro, if I chose this as AI, I'd be like, I'm a confident guy, but I'm. I'm. I'm realistic. I don't have that long wavy hair. You know what I mean? Like, you. It's like, you know. But God gave me beer. It all migrated, you know. Download.
[00:43:17] Speaker B: Awesome, man. Josh, thank you so much. This has been awesome.
[00:43:20] Speaker A: Love it. Love it.
[00:43:21] Speaker B: Bye.
[00:43:22] Speaker A: Thanks.
