[00:00:00] Zach Hammer: Welcome back to Amp Intel. I’m Zach Hammer and I got Charlie Madison here back with me again. Today, we’re going to be doing an AI implementation audit where we’re going to take a look at some stuff that Charlie’s got going on. He’s going to get some guidance, get some questions answered, and hopefully make some meaningful progress on having a plan of action to better implement AI into his business to build an empowered team and skyrocket growth, and make his operations more efficient.

[00:00:28] Zach Hammer: So there you go, Charlie. Welcome back.

[00:00:31] Charlie Madison: Thank you. It is good to be back driving on the road. Thank you for letting me do this.

[00:00:36] Zach Hammer: Yeah. Awesome. So, you know, just to give folks listening context. So, really the goal here Charlie and I are going to work through some stuff together live, give them the opportunity to ask some questions, give them some direct guidance and that’s what we’re looking to accomplish here.

[00:00:50] Zach Hammer: So, You know, Charlie, one of the things that I want to do is to make sure that this is as successful as possible for you. You know, imagine we are six months down the road. You’ve taken [00:01:00] action on the stuff that we’ve put into place. The guidance that you got here excellent tips, excellent ideas.

[00:01:04] Zach Hammer: You’ve taken action and you’ve gotten results from that.

[00:01:06] Zach Hammer: What do those results look like? What does success look like at the end of this process?

[00:01:10] Charlie Madison: I’ve got a system where I feel comfortable putting out, not just putting out consistent content, but actually like communicating with my target audience, which are people that have podcasts.

[00:01:25] Zach Hammer: All right.

[00:01:26] Charlie Madison: To grow their business and want to grow. So a system where like I’m using AI. I’m not a writer, I’m a great talker, and like how I would love to be able to have a newsletter once a week. You know, I’d love to be able to have content posts, so that I can actually like use AI to not just talk, but to actually like build a relationship with my potential audience.

[00:01:54] Zach Hammer: Perfect. All right, so let’s go through, I’m going to ask some questions to see where you are [00:02:00] now. And maybe some of what you should be thinking about that might help you on this path.

[00:02:04] Zach Hammer: So first off what I’m hearing is I’m hearing you want to be able to show up as you are, right?

[00:02:09] Zach Hammer: You want to be able to show up in the way that you fairly naturally already feel like you could show up, but you want that to turn into the assets that you know are necessary to reach that audience effectively. Does that sound right?

[00:02:19] Zach Hammer: All right, perfect. What do you have currently in terms of assets at your disposal?

[00:02:23] Zach Hammer: What are we looking at in terms of here’s a couple of things that I look at on this front. Who do you have to help you? And then also what are you already doing? Or is there places where you’re already talking to people? Maybe you aren’t even thinking about it as creating content, but you’re sort of having these sorts of discussions that are really the kinds of things that you would be helping people with.

[00:02:42] Zach Hammer: Like, are you already currently on calls with people and maybe running teachings or training or doing sales calls or helping people implement this stuff? So tell me a bit of the lay of the land there.

[00:02:53] Zach Hammer: Who do you get and what are you already doing?

[00:02:55] Charlie Madison: A couple of things that I’ve got is, so, I came up with [00:03:00] referrals wisely or this version for podcasters by interviewing some podcast coaches and people that have podcasts. And so I’ve got some recorded interviews, probably for recorded interviews with people like that, where I was asking what they are looking for to grow.

[00:03:20] Charlie Madison: And then I’ve got a couple of calls one-on-one with our friend Adam that runs podcasting business school, where we’ve kind of dove into the what’s happening. And then I’ve got some calls with my team where we’re talking about implementing this for four podcasters. So that is the content that we have right now.

[00:03:39] Charlie Madison: And that’s probably the content that I’ve got going on right now.

[00:03:42] Zach Hammer: All right, cool. So, okay, so you’ve got a handful of interviews recorded, you’ve got a consistent one-on-one call, right? You cut out a little bit, so I’m making sure I understood all of this. Right? You got calls with your team. And did I miss anything else?

[00:03:57] Charlie Madison: Nope. That’s it. That’s what I’ve got.

[00:03:59] Zach Hammer: All right, perfect. [00:04:00] And is your goal in this to specifically have video content that sort of idea, or is your goal just to make sure that you’re doing what’s necessary to communicate, do you have a specific goal or need around that?

[00:04:12] Charlie Madison: My goal is to be able to have communication. I mean, simplest thing I’d love to have like a weekly newsletter, I would like because I think that would be the best way to continue to deepen the relationship. And like the end goal, that’s what I want. I want to be able to create a relationship with my clients.

[00:04:34] Charlie Madison: You know, one too many where they feel like they’re getting value from me. And that like that’s my goal. I think the best way would be, Hey, can I have some email communication with them that they actually find value?

[00:04:46] Zach Hammer: Perfect. All right. Cool. Yeah. So, a couple of ideas for you on that then. So one thing, do you currently have a centralized place where you are building up a library of all of your content, all of your assets, all of [00:05:00] your stuff? Right? Like the four recordings that you have, the recordings from the call recordings with your team.

[00:05:05] Zach Hammer: Do you have a centralized place where you sort of know, Hey, here’s where that is, especially for sake of your team where like they have access and they know, Hey, I could go here and here’s where these types of things are and what they are and maybe a little bit of language around what they’re about, that sort of thing.

[00:05:24] Zach Hammer: Do you have anything like that? What I like to call a content library or.

[00:05:27] Charlie Madison: It’s not I’ve seen yours. It’s not organized and tagged like yours. We’ve just got most of our videos are in Dropbox or Fathom with the transcripts.

[00:05:38] Zach Hammer: Gotcha. So that would potentially be something that’s worthwhile to have somebody on your team. Just quickly go through and document it in terms of the key elements that I find are necessary to really be able to leverage something like that. I like to use databases for this, you could also use spreadsheets.

[00:05:52] Zach Hammer: But having a place where essentially, there’s like, you need some sort of title more for sake of how these things work. But the title [00:06:00] could just be descriptive of what it is, right? It could be like you know, an interview call with XYZ person on this date, that could be the title, right?

[00:06:07] Zach Hammer: It doesn’t need to be something thought out. But typically you want a title, you want a description of what the call was and maybe what was covered in it. You want a link to whatever the recording asset is. And then if you have the transcript, if you could have that in the database as well, or a link to the transcript that could be really useful.

[00:06:26] Zach Hammer: Having the transcript itself in the database can be really useful for building out automation in the future. And it’s a really good way to coordinate with your team. But it’s not necessary. Essentially, like the short principle of this is that it, I find that it’s really important if you want to build something around your team having a place where everybody kind of knows this is the one place where we go to find the things and I have at least enough information about this to know what it is and to understand what I’m looking at. Right?

[00:06:55] Zach Hammer: And that’s where the title and the description kind of come into play. The easiest way to build that [00:07:00] out. Again, starting with a spreadsheet is really easy. I like to use a database tool. The one that I use is called no code DB, but really any database tool can be really powerful for this.

[00:07:09] Zach Hammer: The title is really easy, and the link to the resource file is really easy. If you’ve already got a place where it’s collected. The description, I will often take like the transcripts and like, I have my assistant do this kind of thing, take the transcript, throw it into something like Claude, throw it into something like chat, GPT and say, write me a short description of what this is about to throw it in there.

[00:07:29] Zach Hammer: Even if the person who is going to be looking at it is the one that generates it, it’s still useful so that you’re building up this library of here’s kind of our raw materials, our raw assets that we could then take and turn into the other stuff that we need.

[00:07:42] Zach Hammer: Does that concept make sense?

[00:07:44] Charlie Madison: Yeah.

[00:07:45] Zach Hammer: Is there anything on that you feel confusing or where you don’t understand like where or why it would help?

[00:07:50] Charlie Madison: I mean, it makes sense. I’ve got content in Zoom. I’ve got recorded calls. I’ve got some transcripts in Fathom. And so the idea is, [00:08:00] have a place where all of that is stored, tagged, So that then we can let AI know about it.

[00:08:06] Zach Hammer: And not even just AI, right? So just your entire system, right? So, even if right now a human needs to process it, it’s still easier for you to build your team around a centralized hub than it is to, where if there isn’t that place where, whether it’s you or your team, they think when I am going to work a process, I start here.

[00:08:27] Zach Hammer: Like, this is where I always go to go get the things that I need. Right? Like, it’s like the equivalent to me if you’re looking for something to eat. Most people in most houses probably have one room in the house that they go to for that, right? They go to the kitchen, right?

[00:08:42] Zach Hammer: What we often do is the equivalent of, well, I’ve got a fridge in my living room and a pantry in my bedroom. And so like go find the stuff through the house somewhere in order to get the thing that you want to eat. And obviously, that makes it a little bit difficult for people to know, how to progress and have clarity, and [00:09:00] unlocking clarity on this stuff can really make a big difference on people to being able to move forward quickly.

[00:09:04] Zach Hammer: So yeah, getting that content library together and really starting to think about you know, for me, I’m doing this with everything at this point. So, You know, I tend to have my file storage in something like Google Drive for you, it’s Dropbox. That’s fine. But I have like a centralized record of where it is in my database.

[00:09:22] Zach Hammer: The only other place for me right now where I technically have something separate from that centralized database. Is that I do find that having photos in Google Photos works really well for because I get a ton of easy storage. It’s easy to search through, navigate that there’s actually a little bit of AI built into that, and it’s really easy for me to share with my team.

[00:09:42] Zach Hammer: So whenever I’m collecting photos, I like to use Google Photos for that. So that’s the content library portion. So the other aspect of this though, is that everything that you’ve described so far sounds mostly like content that you can’t just share it in its current form without that [00:10:00] potentially being a violation of trust, without that potentially, like that wasn’t its original intention.

[00:10:04] Zach Hammer: And very often when that’s the case if not, everybody’s expecting, Hey, this might become content like you don’t just want to reshare that. Does that sound true? Am I reading that right?

[00:10:15] Charlie Madison: I would say some of it, it’s okay to be shared like that’s upfront, but some of it is private. That’s correct.

[00:10:20] Zach Hammer: Okay, perfect. So the good news is that even the private stuff we can leverage and turn into some of these assets, but they will need to go through a process in order to do that. And so, for your private assets, here’s some of the ways that you could potentially turn those into the content that you need.

[00:10:37] Zach Hammer: So, I like to use things like that and extract from them you know, key principles and essentially like the takeaways. I have some tools that I’ve built to help do this, where I extract things like, what were the key points made in a detailed format.

[00:10:51] Zach Hammer: Was there any you know, I call them teaching tools? Was there descriptive language, metaphors, or those sorts of ideas? And I like to extract those because that becomes part of the DNA of how [00:11:00] you typically teach something and where your unique personality comes into play.

[00:11:04] Zach Hammer: Stories are another one. If you ever, like, if you’re sharing a story through something, being able to extract that. So I typically, I run things through a process where I extract out those key elements. And then from that, you could sort of, you can extract, points that happened from these and then turn that into, okay.

[00:11:21] Zach Hammer: Now let me take this, you know, the DNA of what I taught and had applied in a specific circumstance and maybe had private details. Now let me take the essence of that and turn it into something that’s geared toward a different format. Let me take this and say, you know, here’s the raw assets, now let’s write.

[00:11:37] Zach Hammer: You know, an email sequence out of this. And it could be depending on the length of the conversation and what all was covered you might even be able to extract multiple emails, multiple social posts, that sort of thing out of it. It really depends on the nature of the recording but that, that, that could definitely work for there.

[00:11:51] Zach Hammer: The other thing that you could do is, while you’re going to so far, I haven’t found good options that I would personally like that take that stuff and [00:12:00] turn it into a video that I think people would actually enjoy watching. Right?

[00:12:03] Zach Hammer: Not by itself. I haven’t seen anything so far that I feel like, yeah, this is a good implementation. Most of them feel a little bit like, at best, they’re an audio recording that maybe has a few visual elements, but they don’t feel like good videos. There are some tools coming along that might be able to do that. They’re still pretty pricey compared to what you’re getting out of them.

[00:12:18] Zach Hammer: From what I’ve seen. So tools like agent a couple of tools are potentially getting to the point where you could literally take like a video script and turn it into something that you don’t have to actually create the video, that is an option.

[00:12:27] Zach Hammer: But really the easiest, the lowest hanging fruit is definitely, you take the essence of those videos those recordings and you take and extract the key ideas from them and then potentially break out the main points and turn those into your actual content itself.

[00:12:43] Zach Hammer: So, just as an overall concept does that make sense? Do you have any questions on that?

[00:12:48] Charlie Madison: Nope, that makes sense.

[00:12:49] Zach Hammer: Perfect. So the thing that you’re going to run into in that process is, in order to take the raw materials and turn them into the rest of your stuff, that’s really where you go back to other [00:13:00] aspects of really what I would call like a foundational AI operating system for these things.

[00:13:04] Zach Hammer: So, what do you have built out on that front already? Do you currently have? So there’s a couple of things that sort of exist outside of any specific use case. But you end up using over and over that’s most often your context. So your context is going to be things like You know, simple documentation around who you are as a business.

[00:13:24] Zach Hammer: Like what’s your company? What does your company do? What are some products that, that sort of thing? Documentation around that. I also like to have documentation around who are you specifically like, in that, meaning like you as a person.

[00:13:36] Zach Hammer: So Charlie Madison, who is Charlie Madison? What have you accomplished? What have you done? What’s your story? I even include like personal details as well. Like, you know, for me, like the fact that I lived in an RV, traveled the country five years that I have known, five kids, and like I include things like that, not necessarily because it always comes through in the content, but more so that it’s available and ready when it’s useful when it’s relevant.

[00:13:56] Zach Hammer: And then the other one is documentation around [00:14:00] who your target customer is, who your target is. And things like as much as possible, I don’t think it’s necessary to go super, I don’t know the right word for but I don’t need to account for every single type of my customer as much as like bigger ideas around what are the common problems?

[00:14:19] Zach Hammer: I might take a specific person in mind. And think through the kinds of problems that they’re often running into and maybe going through stages of the process. Like,

[00:14:26] Charlie Madison: Yeah, so,

[00:14:26] Zach Hammer: Is there something new? Is this somebody big? Is this somebody with like, in your case, you know, reaching out to podcasters, are you going after people with an established show?

[00:14:33] Zach Hammer: You’re going after people without an established show. Does that even matter? Like those sorts of things. So that’s all around your customers or clients.

[00:14:39] Zach Hammer: So, do you have that sort of information? Just locked and loaded documentation, ready to go where you have contextual documents and snippets that you could feed into AI to make sure that it knows who you are, who your company is, and who you’re serving. I might’ve lost you there. Can you hear me?

[00:14:54] Charlie Madison: What I do What my offer is, Can you hear?

[00:14:57] Zach Hammer: All right. We had a little bit of a tech issue there, but we’re back. [00:15:00] So, where we left off was the question around those context documents and whether or not you have those as assets ready to deploy into AI, things like who you are, who your customers are, who your company is, that sort of thing, where we have it clearly defined in a document that you know, where to access team knows where to access in order to be able to feed in that context.

[00:15:19] Zach Hammer: Do those documents already exist?

[00:15:21] Charlie Madison: I’ve got some of them thinking about it now for the podcast specifically, I don’t. What I did was I took the interviews that I did with the other podcast coach and said, Hey, generate a customer profile based on this. And then I gave them a little bit of information about referrals wisely and said, you know, Taylor for this, for the realtors and lenders.

[00:15:45] Charlie Madison: I had something that said, you know, I explain my background,, what I’ve done in the past also had, you know, explain my clients, their dreams, their desires, their fears. I don’t have that laid [00:16:00] out for the podcasters.

[00:16:01] Zach Hammer: Yeah, that makes sense. So what I find on this sort of stuff is, like, I have strategies around doing any of this. And what I tend to find is it’s very valuable to do it foundationally for the sake of just always having it ready, having it saved somewhere, and doing some of this work where you’ve really fought through who these people are, what their problems are, that sort of thing, and getting that documented.

[00:16:24] Zach Hammer: But then also having something that Already has your company adapted into the specific use case of the specific people that you’re looking to serve could be really useful. And over time, these are like, I don’t see this as being a thing that you do

[00:16:39] Charlie Madison: What’s an example of that?

[00:16:40] Zach Hammer: An example of which?

[00:16:42] Charlie Madison: Kind of adapting to my company and how it works with that client.

[00:16:47] Zach Hammer: Yeah. So I mean, specifically, in your case, cause I’m familiar with referrals you sleep. So referrals while you sleep had been presented mostly as a tool for lenders and for realtors. And so a [00:17:00] lot of the messaging and marketing around that was around that.

[00:17:02] Zach Hammer: But, so what I would do is I would say, Hey take this. What we’re doing here like I’d throw that into AI, take this document about who we are and what we do. And I want you to make it fit this customer profile. Cause you said you did generate a customer profile. So I want to make it fit this customer profile.

[00:17:20] Zach Hammer: And then in that process, I would probably also like either using voice dictation or typing out some notes, I would say something akin to here are a few of the ideas that I know are specific. Like I know you’ve mentioned that you’ve learned that for podcasters it’s a lot less about just that top-of-mind awareness than a little bit more about leaning toward downloads, leaning toward view counts, leaning toward those sorts of things, generating emails, right?

[00:17:44] Zach Hammer: I would specify that I would say, talk about how our service helps them do these things, how it helps us solve these problems in order to generate a specific documentation around that. Because those sorts of details, like really for sake of you, you may be to [00:18:00] see pretty readily how a lot of the work looks the same, but you’re really providing almost a completely different business that different audience.

[00:18:08] Zach Hammer: And you want AI to be able to be in that mindset of when I’m talking to this audience I’m really focused on the things that actually matter to and even in so much as what does the service do to help them get what they’re looking Cause they’re not the same goals and having that clearly documented that defined in advance will help. Does that make sense?

[00:18:27] Charlie Madison: Yeah. So take what we currently have AI adapted to the new customer.

[00:18:31] Zach Hammer: Right, and so for those kinds of things, I mean, like different businesses will have more or less need to do this. For instance, if what you would figure it out and who you were adapting to was like say you started with real estate agents, you went into another industry that has similar relationships where the salespeople work in a similar way as real estate agents, like, insurance agents, insurance sales or something like that.

[00:18:57] Zach Hammer: Yeah. Especially if there’s like [00:19:00] kind of a low frequency, but desire for routine need, right? Like, does that make sense? might be able to just more readily say, it really is the same service, we’re just, we’re going to use the language that matters more to these people and make it clear that it matters to them.

[00:19:14] Zach Hammer: So you may not need to build out like a completely separate document for that. But in this case, I feel like it really, it’s almost two separate businesses mentally where.

[00:19:23] Charlie Madison: It is.

[00:19:24] Zach Hammer: What you’re providing feels completely different. Does that make sense?

[00:19:28] Charlie Madison: Yeah.

[00:19:29] Zach Hammer: And you may brand it under the same thing. But, you know, business strategy-wise, I don’t know if it necessarily matters to try and separate it. But for AI, if having clarity of how you’re communicating and built, you know, helping it to leverage what you’re up to thinking about them separately and building out those separate assets would probably be valuable.

[00:19:44] Charlie Madison: Makes sense.

[00:19:44] Zach Hammer: And honestly, I would potentially do that same thing with all of your documentation, right? So you would have documentation around, like, what are the aspects of you and your story that you kind of preemptively know makes [00:20:00] sense to lean into and leverage now that you’re entering that space? Right?

[00:20:04] Zach Hammer: What are the aspects, right? Cause like, I know for you, you have a history in tech that might matter more in the reaching out to podcasters than maybe it did or does reaching out to the real estate market. So like things like that, there might be elements where it’s like, it’s the same foundational story, but you cherry-pick the elements of your story that you think will matter and make the biggest difference to to that market.

[00:20:26] Zach Hammer: And AI can help with that, where you take. Here’s sort of the total story. Can you adapt like the elements of this that feel like they actually matter to this market so that you have a document that’s more of like, who is Charlie Madison when I’m presenting myself as somebody that people in the podcasting space should care does that make sense?

[00:20:42] Charlie Madison: Yeah. That makes a lot of sense.

[00:20:44] Zach Hammer: And I literally do this by the way, we’re in my same place where I have like my content library actually build out a way where form and short form to research, I get it collected into something that’s an exhaustive document that I feel like does a good job going over everything, but then I take that and I adapt that into short form [00:21:00] snippets that I could deploy into AI.

[00:21:01] Zach Hammer: Now the reason for that, there’s a couple right now, you know, the context windows definitely matter the ability for AI to understand more or less text, that sort of thing.

[00:21:11] Zach Hammer: So, sometimes even with models that can understand a lot. Getting like sort pruning the information down to the stuff that you really want to lead it and say, this is how You to think about. Who I am, what we do, etc. It’ll follow your guidance a lot, so kind of pruning that information down to the elements that matter can get you better results, you’re deploying it with prompts and templates and that sort of thing.

[00:21:35] Zach Hammer: But even aside from that, there’s also minimizing token usage so that you’re decreasing costs currently and those sorts of things that could be powerful. But where I typically start is when I’m building out these documents. I’ll build them out in an exhaustive format first, and then I’ll use AI to actually prune them down into something smaller.

[00:21:52] Zach Hammer: But in that process, AI never gets anything right 100%. So I’m going through a couple of iterations to say, all right let’s [00:22:00] get this, like, no, that element isn’t important, this element’s more important. Let’s make sure to include it in there. And then by the end of it, I’m like, okay, yeah, that feels like we’re sort of adequately covering the big ideas, the things that I think matter, that sort of thing.

[00:22:11] Zach Hammer: But in a smaller, you know, two, three paragraphs, sort of format that I could feed into AI. And that goes for your story. Who your customers are and what your business does. I do the same thing for all of them. And depending on the use case, I don’t always use all of them in every prompt, but when they’re necessary or when they’re useful tends to be pretty obvious.

[00:22:30] Zach Hammer: Does that concept, does that make sense about like how you start to collect those things in that same area to deploy them to deploy them when necessary?

[00:22:38] Charlie Madison: Perfect.

[00:22:39] Zach Hammer: Okay. So the other element that goes into this, so again, we’re going back to like kind of that original goal. We’re looking to make sure that we have consistent communication going out in order to help nurture people, build that relationship, and ultimately lead to a sale. And we see there being potential in leveraging the current content have. And then, but we want to be able to do other things, right?

[00:22:56] Zach Hammer: So the other aspect that goes into our [00:23:00] foundational content, you know, AI operating system on this front, we’ve got our context. The other thing is the examples of like what we actually want to do. Right?

[00:23:09] Zach Hammer: And so for that, there’s a different kind of context that I tend to build up. There’s what I would call your more foundational style map or style documentation that really is just designed to show, Hey, when I create writing, when I create something this is the way that it typically looks and is the style and feel. Within that style documentation, I tend to like to include things like what are the tactics that are deployed.

[00:23:34] Zach Hammer: So tactics are., teaching structures and the ways of laying things out. Like I like to include case studies, like to include stories. I like to include alliteration. Like those sorts things where the points of the thing being in there is a strategic decision rather than just a preferential decision.

[00:23:52] Zach Hammer: Okay. So I like to have that in there. The other thing that I like to have in there is I like to have information about the tone where it’s more so just giving a [00:24:00] description of, do you tend to like to write things or like a style that feels more sarcastic and witty? Or do you like something that feels more authentic and friendly, right?

[00:24:10] Zach Hammer: And there isn’t exactly a right or wrong answer to that. It’s really a matter preference and just conveying what feels right to you and then ultimately you got to test everything. But that’s the tone.

[00:24:20] Zach Hammer: And then the other thing is around formatting. So formatting, the way that I like to define it is, if it involves clicking buttons on a mouse or a keyboard in order to do the thing that you’re looking to do, that’s what I’m including in formatting.

[00:24:35] Zach Hammer: So, do I use bullets? Do I use emoji? How often do I use emoji? Those sorts of things where it’s not exactly tone, which is how things feel. It’s not exactly tactics, which is like the reason why this is here is to help teach or educate, or persuade.

[00:24:50] Zach Hammer: It’s literally more of just like, this is the technicalities of, I want short sentences. I want bold. I want does that make sense in terms of how [00:25:00] you sort of, extract the DNA around style at a high level, just as a, does the concept make sense? And so what I find is that I often need to adapt those style documentations into the different formats that I’m deploying on.

[00:25:14] Zach Hammer: So, it’s not always big changes when going from format to format, but having different style maps for different formats can be really useful. So my style map for an email might look completely different than my style map for Twitter like a Twitter post. And it might look completely different than a style map.

[00:25:31] Zach Hammer: If I was going to build a style map for a video script or a video outline. Right? Does that make sense? There’s probably some and bleed over because the way that you sound on video, it shouldn’t feel completely out of place for somebody to get an email from you if they’ve been hearing from you on video.

[00:25:47] Zach Hammer: They should feel like they’re the same person. They should feel the same. that you don’t have a disconnect, but you can’t say emojis and you can’t say bullet points, right? So, there’s going to be aspects in order to [00:26:00] convey the differences in different formats, you’ll have different specificity.

[00:26:04] Zach Hammer: So I do often have multiple style maps depending on the thing that I’m doing but they’re often based on sort of the same foundational DNA around who I am and how I like communicate. Does that make sense?

[00:26:13] Charlie Madison: And so, if I don’t have, like, I’m not a writer, I’m great at like talking, doing video. I don’t really have a preference. You know, I would just like, so should I like feed AI transcripts or should I find them like the one three one method by this one writer? Like, how should I decide something that, you know, sounds like me but like, I really don’t care as long as the essence gets across and my clients like it?

[00:26:42] Zach Hammer: Yeah, so ultimately that’s where testing and your expertise do ultimately come into play of figuring out what elements do matter, what elements don’t. Again, there’s some foundational strategy ideas around even if somebody writes an email that’s an amazing style email, it may [00:27:00] not work well for you if it feels like a complete disconnect from what they hear when they’re listening to the videos or when they talk right? And so making sure that those align that could be powerful.

[00:27:08] Zach Hammer: So strategically, like, how do you do that? One of the ways that I’ve done this that I really like, your transcripts can be really useful for extracting some of those elements. You’re going to be able to extract things like, how you typically teach things? How you typically describe things? Some of those elements will bleed over into how you would write about them as well.

[00:27:24] Zach Hammer: The tone will really come through how you talk. You know, like how you voice things, you can extract tone from that pretty well as well. So that you could get that into your writing. But the other thing that I’ve learned too, is that there’s also an opportunity to improve on aspects of ourselves.

[00:27:41] Zach Hammer: This is where there’s a little bit more of an art of you sort of massage it feel and get a feel for but like, I in general, and typically know, long-winded, It’s hard for me to do short explanations. It’s hard for me to voice something completely succinctly. I have to really work at that.

[00:27:57] Zach Hammer: And so, I leverage things like video in order [00:28:00] to have my ideas flow naturally, but then when I turn them into a written form, I don’t try and keep the written form long in the same way. I do like it to be made more succinct. I like it to be really like the amplified version of myself. That’s part of the reason why I call this stuff amp Intel or amplified intelligence is that it takes the DNA of who I am in like the parts that matter, but allows it to become its best, most actualized version as well.

[00:28:26] Zach Hammer: And so one of the ways that I like to do that is if there’s somebody that I know, like does something really well, like, like one of my favorites is actually Justin Welch. I really like the way that Justin Welch and I’ve also done this with Dean Jackson’s stuff as well. I really like the flow and the feel of how Dean Jackson writes emails.

[00:28:42] Zach Hammer: So I’ll take those as a starting point and I’ll say, look at these as like a wire frame, look at them as a tactical structure. Right? So going back to that style map idea, I’ll tell AI, I wanna look at the tactics and I wanna look at the formatting. Okay?

[00:28:56] Zach Hammer: Take those and extract those for me and let’s [00:29:00] build documentation around that. But then I’ll replace tone with tone that sounds more like me. Where maybe it includes elements of my humor, maybe like, I tend to be more jokey. I tend to be more upbeat about things and maybe like including elements of that. I like to include elements of that in my writing.

[00:29:17] Zach Hammer: So, I’ll take kind of the structural concepts from somebody else and feed that into AI and avid extract it and then feedback in know, but pull in my tone, pull in this. And it does tend to take kind of some rounds of iteration for it to really get those ideas.

[00:29:32] Zach Hammer: But strategically, that’s how I have to do that. And you might find that there’s a couple of things where you sort of say, you know, Hey, I really liked the way that this person like the way that they leverage stories or something, but I really liked the way that this person starts their blog posts or whatever. Right?

[00:29:47] Zach Hammer: And so you can also do that too, where you sort of look through and you just ask yourself the question, what do I like about this? What stands out about this? What do I feel like is powerful about this? You take those elements and use AI to of essentially rebuild. [00:30:00] From the best of everybody, the thing that you like.

[00:30:02] Zach Hammer: And that’s when you’re starting to really have a clear understanding around what are they doing? What do you like about it? Being really introspective and really thinking through that. If you’re not there where you don’t have that clarity around what might matter or not, then you could keep it simple and really like feed in some examples of what you like plus your transcripts and sort of ask it and say, Hey, create something that feels like a blend of these.

[00:30:22] Zach Hammer: And then look and see what that looks like. Does it feel good? Does it feel right? If so, you could start with that. Ultimately where you really gain the expertise is by starting to be able to compare strategies against each other to see what’s working or what’s not. Cause that’s really what matters, right?

[00:30:37] Zach Hammer: Like getting past the blank page is really powerful, but AI is not going to be able to take what’s working for somebody else to just give it to you and have it definitely be a great strategy. It’s just going to be able to give you a starting point. The way that you refine, like, Hey, here’s the style that actually matters is that you set your starting point, you put it into practice, and then you theorize what you might change [00:31:00] about that in order to get better results and see if you do.

[00:31:02] Zach Hammer: See if you get measurable improvement on open rates or click-through rates or whatever, based on the strategies that trying to deploy. That’s a pretty in-depth answer for that, but does that make sense for how you can start where you are, leverage various things, and then, you know, kind of bring forth something that would work for you?

[00:31:17] Charlie Madison: Yeah. What I heard was if I don’t have a preference I can get AI to, I can give us some options and just one of the cool things about AI is it can switch between all the different styles. And find which one that works the best and keep testing against it until I’ve got a good enough control.

[00:31:36] Zach Hammer: Yeah, exactly. And you may not have a preference in the sense of like, how do I describe this? Because you almost definitely have a preference, right? In terms of you are likely consuming some form of content more than others. And you can always start there, right? You can always say, you know, for better or worse, I at least like this.

[00:31:59] Zach Hammer: Now, [00:32:00] what you might be acknowledging is you might be saying, I don’t care if it sounds like what I like to read, I care if it gets the end result. Right? And so, really you go about that from two standpoints. You could just start with the standpoint of building your control around what you already like and go from there.

[00:32:16] Zach Hammer: You could also go the other route of saying maybe like if you wanted to go a more consumer direct level, then you could try and build style maps around what your target market already seems to like, right? Like you could do research around like, what are the top red newsletters? What are the top red articles? What are the top podcasts that people are following?

[00:32:36] Zach Hammer: You could do that research as well, and then build your style mapping around that, where you’re starting with a customer in mind, really, honestly, to me, start wherever makes the most sense for you to get started because the reality is that it’s not the doing it the exact right way that’s going to matter.

[00:32:50] Zach Hammer: It’s getting tests out there and iterating on it. And AI lets you do that quickly. Because nobody’s going to be able to just hand you the right way to do it. That’s going to be something that you’re going to learn and internalize. [00:33:00] Even if somebody did hand you the right thing, it’s not going to make sense or add up until you’ve tested it and see how it actually applies with your business and your market, etc.

[00:33:07] Zach Hammer: Does that make sense?

[00:33:08] Charlie Madison: Right. Yep.

[00:33:10] Zach Hammer: But those are two strategies. So you could just start with what you already like for better or worse, just your personal preference, not knowing if it’s going to matter to your market. You could start there or you could go the route of kind of doing the same thing but doing research from their perspective to build your style mapping around what people are already consuming.

[00:33:25] Zach Hammer: Either way could be good. There might be one of those that stands out to you. I would just go with that. Like it could be, I’m going with the what I already like because it feels easy and it feels like something I can get my head behind quickly. That’s a great reason to do it.

[00:33:38] Zach Hammer: If you feel more empowered by going after what people are responding to, that’s a good place to start to. Just don’t think that either of them is going to be the right answer or they’re the place to start and that’s what matters.

[00:33:50] Charlie Madison: Gotcha. Yep.

[00:33:52] Zach Hammer: Perfect. So then the other thing that you’re going to need in terms of like building out your overall operating system.

[00:33:58] Zach Hammer: So like we’ve kind of been going from how [00:34:00] reusable something is down into maybe less than less reusable, where you need more of them in order to get the job Okay. So your, context around who you are, who your business is, all of that. That’s the kind of thing that you like. You might not touch that except for like every so often randomly improve it slightly or maybe look at it quarter or once a year, if that often, right? Like it may not change often at all.

[00:34:23] Zach Hammer: Your style map is similarly like you do the work once and it may not change often after that aside from what you’re testing and what you’re figuring out, like you’re going to get feel and you’re going to go out and leverage it for a while before you really adapt it, but you might need more style maps to match the different mediums that you’re looking to create on, right?

[00:34:42] Zach Hammer: Well, similarly, now we’re getting into the territory of, you might need more as well, where we’re looking at the overall structure for building out your prompt library for the things where this is the tool that I use to repeatedly take raw materials and turn them into produced assets.

[00:34:58] Zach Hammer: And so that’s where having [00:35:00] specific strategies around, this is what this kind of email needs to look like or this is the prompt that ultimately generates emails, social posts, whatever, right? Where you build those out and you’re going to have individual prompts for each of those things and within those prompts, you’re going to use like to make a prompt framework in order to craft out the persona that the AI is going to act as the goal that they’re going to be building toward the tasks that they’re going to do, the steps that they do to that.

[00:35:25] Zach Hammer: And then as well as any context that they need for those specific use case constraints they need for formatting character limits, that sort of thing. And then the other key thing that is almost worth understanding by itself are templates and examples. They’re not always necessary, but anytime you want to do something really repeatedly where there’s a very clear structure to what you’re doing templates and examples are going to be really useful that.

[00:35:48] Zach Hammer: And templates are essentially the abstracted concept of saying like, you know, you start with three three-line hook, and the first thing should be a question and the second thing should be like a Powerful point. And then the third [00:36:00] thing is a lead-in that essentially says, here’s how I do it. Right?

[00:36:03] Zach Hammer: Like, if you always like to start your social posts that way, or if you know that’s kind of a consistent strategy that you do building templates around that so that AI is able to continually like run a strategy that you know works or that you know, that you want to try that’s where templates come in where it’s like, you really know that there’s a structure that you want to follow.

[00:36:18] Zach Hammer: And then the examples are really about being really definite. That it knows what you mean when you’re building out a template, because it may feel clear and it may be clear most of the time, but the examples really help to make sure that AI is able to consistently like, it really understand.

[00:36:36] Zach Hammer: Okay. Here’s the template. Here’s a concept of how that template is shown and done now it like really understood. Okay. I know exactly how to do this. I’ve got all that I need in order to be successful, to give you consistent repeatable examples.

[00:36:47] Zach Hammer: And so, prompts that you’re going to build out and your library of prompts that you’re going to build out for these things are all the different assets that you’re looking for.

[00:36:53] Zach Hammer: So like to get started, you may not have a ton of these, but every time you’re building out a process in your business you’re looking at taking that [00:37:00] concept and saying, know, let me build the prompts around it so that whether me or my team could do this repeatedly to get the consistent desired result that we’re looking to do.

[00:37:08] Zach Hammer: So you would have your prompts that you leverage your tools that I build out and I provide in like our amp Intel elite program where your prompts that used to extract the key elements out of transcripts and then your prompts that take those key aspects and adapt them into a newsletter, adapt a social post or another idea that I would have for you on this topic would be you know, you take what you’ve done in your one on one recordings that might be private, but you extract out those key elements that you can now turn that into a video script or a video outline that you can record with the intention it being public where, it knows to remove private information and abstracts it so that you can convey that content more in a format that’s designed to be public facing.

[00:37:48] Zach Hammer: And for each of those use cases, essentially you pair one prompt to one outcome, right? Like a newsletter, a social post, etc. Where you’re defining like, what are the inputs, and then [00:38:00] what are the outputs? Is that make sense?

[00:38:02] Charlie Madison: Yep.

[00:38:03] Zach Hammer: And so ultimately, that’s the structure of how you at this point continually build the operating system and the applications that you run on top of it. To me, the operating system is more like the contextual information, all of that, some of the style maps are potentially still in that operating system level.

[00:38:17] Zach Hammer: The prompts are almost more like the applications that you’re running on top of that operating system the things that you’re leveraging that operating system for. So in your prompts, you would feed in like, who am I, who’s my business who’s my customer, that sort of thing.

[00:38:31] Zach Hammer: So that it has clarity around how to structure your email newsletter around your target market based on the context of a transcript that you’re providing it or the key aspects that you’re providing in.

[00:38:41] Zach Hammer: Does that make sense?

[00:38:43] Charlie Madison: Yeah.

[00:38:44] Zach Hammer: And then, so the idea like this process. It’s one of those things where it could be like, this is a new world that we’re in with this stuff. Right? And so some of these elements could feel like a lot to take on and to undertake. And there is a little bit of a learning curve go through and understand them. [00:39:00] The good news is that doing this process with AI makes the work of it a lot easier than it used to be.

[00:39:05] Zach Hammer: And leveraging prompts and tools that help you flow through that process can make it be a really quick process to at least get something that is setting you up for success that you could continually use and refine over time. But ultimately, building up a system that could run more or less where like 80 to 90% of it is automated.

[00:39:23] Zach Hammer: And your team is really empowered to run most of this process for you, creating a really good end result without necessarily having to be an amazing writer or having to be a full-on expert in your business. And so you can leverage team and staff and really amplify their abilities by doing some of those front-end works that the system is doing most of the heavy lifting, but yeah, that’s the idea.

[00:39:41] Zach Hammer: So, does that make sense? Does that feel like we started with the idea of, we want to build, process, we want the outcome to be that we’re able to communicate consistently to our list in order to ultimately build those relationships and drive towards sales?

[00:39:54] Zach Hammer: So you can leverage what you already have in terms of content that you’re already creating in order to [00:40:00] create newsletters and written assets. As long as you have like this place where you’re collecting those transcripts in your content library you know, leveraging your AI operating system to process those raw transcripts into into usable assets to deploy like newsletters by running them through an AI operating system that foundationally has your context and your prompts that can transform that stuff into what you need.

[00:40:23] Zach Hammer: And so, that’s the process of building that out. What in this process do you feel like you’re currently missing in terms of tools that you would be missing in order to be able to deploy on that? 

[00:40:33] Charlie Madison: I mean, I think I need to complete all of this that we’ve talked about. I’ve got pieces for but not the whole thing for specifically referrals while you sleep for podcasters.

[00:40:45] Zach Hammer: Right.

[00:40:45] Charlie Madison: And then this might be different coaching session or maybe there’s a simple answer, but all right, now that I’ve got all this, how do I create a valuable newsletter once a week with my clients?

[00:40:56] Zach Hammer: What do you mean with your clients once a week?

[00:40:58] Charlie Madison: Like for my clients, [00:41:00] like an email that once a week, they would see as valuable. Would actually build a relationship with them for my ideal clients are like, man, this is really valuable. I’m glad I got it.

[00:41:11] Zach Hammer: Yeah. So, I mean, the nice thing about what you have and what you’re doing is that you have a service to offer to make this process easy. Right? So whenever that exists, just, this is more business strategy. And it could be really powerful to know that you could give away the training and give away the secrets, but sell the tools and implementation, right?

[00:41:31] Zach Hammer: Where you could, you know, what the common example, almost cliche example this is that the people of the gold rush that typically made most of their money weren’t the ones getting rich off of finding, you know, striking it rich with gold. More often, it was the people that were selling pans, the pickaxes, and the denim jeans to the people who were, you know, coming through on the gold rush. Right?

[00:41:53] Zach Hammer: So similarly in this process, you would almost be serving the role of like, I’m not trying to get rich off the gold rush. What I’m [00:42:00] going to do is I’m going to teach people all the secrets of how to mine for gold, how to do that successfully, what the strategies are that works that, Hey, lo and behold, I have tools and systems that help you to implement all of these things that I’m talking about you doing.

[00:42:11] Zach Hammer: And so in terms of what would be valuable, I think that’s the key there is that you could be showing a combination and a mixture of you know, through your newsletter show stories of people that are getting results and what their story looks like in order to get results from what you’re up to share the teaching and the training and the tactics around.

[00:42:30] Zach Hammer: Like, why does what you do work? How does it work? That sort of idea tied in with some of the proof that it is working. And then ultimately for you, as people start to align themselves where they see, yeah, what you’re teaching makes sense to me. I feel like it could work for me. Now they hire you in order for it be easy. Right?

[00:42:49] Charlie Madison: Right.

[00:42:49] Zach Hammer: And so I think with that desire in mind, literally that’s what you start structuring your prompts as you say like, that’s one of those elements that I very specifically include in my prompting. Cause that’s the thing that matters to me is that I [00:43:00] specify like, I want somebody to feel like this email is valuable even if they don’t sign up for my service. Right?

[00:43:08] Zach Hammer: I want them to feel like this email, if they read it adds value to their life of their business, helps them move closer to their end result, even if right now they decide it’s not the right time to hire me to help them do Right?

[00:43:20] Zach Hammer: So, I often include that sort of language in my prompts so that the end result is an email newsletter where regardless of if they take action, they feel like they’ve at least learned something. They’ve got a new perspective. They’ve got a better way of thinking through things. They’re walking away with something. And it’s typically not too hard to make that happen. As long as you make it clear that’s what you’re looking to convey. You’re looking to convey something that’s valuable regardless.

[00:43:43] Zach Hammer: And for a newsletter that tends to be useful. So, literally when you go through and when you extract out the key ideas from those calls that you’re doing, chances are you’re teaching things fairly naturally, or you’re talking about something as more of a default when it could literally just be restructured as like, Hey here’s what this is and why it [00:44:00] matters.

[00:44:00] Zach Hammer: So it’s presented as more of a teaching or a case study or that sort of idea and people will find value in that in order to gain perspective, gain strategy, that sort of idea. And extracting those key ideas out of what you already have will pretty readily flow into a newsletter that accomplishes that goal.

[00:44:17] Zach Hammer: But as long as you define that, long as you say, Hey, want this to be valuable regardless. It’ll often come through pretty naturally. Does that make sense?

[00:44:24] Charlie Madison: That’s awesome. Perfect.

[00:44:25] Zach Hammer: Perfect. Yeah. So, and literally, like that’s kind of the key to me is, it’s always my question after, cause that’s a principle that matters to me. So it’s always a question when I review the outcomes of what my prompts are doing, I ask myself, like, do I feel like somebody could walk away with reading this post, reading this email, joining this call, being on this webinar?

[00:44:46] Zach Hammer: Do I feel like they could walk away with something that they are better off for having been on it than if they had skipped Right?

[00:44:54] Zach Hammer: So, like, I never want my webinars and that sort of thing. I never want them to be exclusively sales pitches. I want them to [00:45:00] be, let me help you and then show you how, if want to get even further, quicker, faster, better, you probably want to align with me cause I’m going to help you be able to do that more effectively.

[00:45:09] Zach Hammer: That’s really the key is that I say, Hey, if you want to go even further, if you want to go faster, if you want to have more help, more handholding, here’s where I can help you do that and how much it costs.

[00:45:17] Zach Hammer: Does that make sense?

[00:45:19] Charlie Madison: Yeah.

[00:45:20] Zach Hammer: Perfect. Yeah. Leveraging that you should pretty readily be able to take the raw assets of anything that you’re already doing and turn that. And then the only other thing that might help you down the line, I do find, it takes more processing to turn something that wasn’t intended for public consumption into something that is intended for public consumption.

[00:45:40] Zach Hammer: So it might be worthwhile to include in your mix some sort of strategy where you’re taking the stuff that wasn’t intended for public consumption in order to create something that makes more of a public feeling thing, feel easy, right?

[00:45:53] Zach Hammer: So creating outlines, creating where it’s like, here are the topics that you talked about that might make sense for a show [00:46:00] episode, a blog article, etc., where you’re using it more for inspiration rather than necessarily expecting it to create end product out of it.

[00:46:07] Zach Hammer: You could get the end product out of it. It just typically, you need to build more of a process where you would end up with a better result if you use it to extract inspiration and then you just directly create a show episode or something that’s geared around a topic.

[00:46:20] Zach Hammer: And again, ultimately goes back toward, using AI to allow you to show up the way that you are in whatever ways feel easy and feel natural ’cause that’s really what it’s unlocked for us.

[00:46:30] Zach Hammer: It’s unlocked the ability to systems around who you are. So if you feel like it feels easier to just take those recordings and use AI to process then go with that. But you might find that feels easier to take those recordings, extract key ideas, and then create content around that.

[00:46:45] Zach Hammer: Does that make sense?

[00:46:47] Charlie Madison: Yeah, I like that.

[00:46:49] Zach Hammer: Perfect. Cool. So there you go. Do you feel like you have a plan of action that you could take in order to leverage out an AI operating system now that would help you accomplish your goal of able [00:47:00] to show up as you are and have the assets that you to consistently with your audience that looking to nurture with like a weekly newsletter?

[00:47:07] Charlie Madison: Yeah, I feel like this is a good step-by-step system.

[00:47:09] Zach Hammer: Well, there you go. Glad to be able to help you there. So, I think that’s probably a good place to call that one. Yeah, any any final words or thoughts on that process overall? What stands out to you as being the most beneficial or most helpful in the process?

[00:47:21] Charlie Madison: I mean, you’re so good at like taking all this esoteric stuff and putting it into a nice step-by-step system. And that’s what we did. You put it into a step-by-step system. I like the fact that you, I’m not a writer, but you said, Hey, here’s how you get started. And so I think that’s just what it is.

[00:47:40] Charlie Madison: The simple step by step system.

[00:47:41] Zach Hammer: Perfect. Awesome. Sounds good. Well, there you go. So that is a wrap for this AI implementation audit with Charlie Madison.

[00:47:49] Zach Hammer: Charlie, thanks so much for coming on and giving us the opportunity to take a look at your business and give you some honest and hopefully insightful feedback on some next steps for you.

[00:47:57] Charlie Madison: Thank you.

[00:47:58] Zach Hammer: Awesome. Well, until next time, we’ll catch you [00:48:00] guys on the next one.