[00:00:00] Zach Hammer: In this episode, we’re going to be diving into what I’m doing to create the content that I need to from the stuff that I’m doing anyway, right? What am I doing to leverage the meetings that I’m having and the work that I’m doing regardless in order to create the marketing content that ultimately I need you to know, to grow my audience, grow my business, and grow my influence overtime again, leveraging what I’m up to anyway?

[00:00:24] Zach Hammer: So that’s what we’re talking about today. With me, I have Charlie Madison, founder of the Referrals While You Sleep Realtor waiting list, back in the Hawaiian shirts. I’m always excited to see the Hawaiian shirts. It makes me feel like we’re on a tropical getaway together. Boom roasted and yeah, just having fun, exciting times.

[00:00:42] Zach Hammer: But Charlie, welcome back to the show. What do you think about this topic today?

[00:00:46] Charlie Madison: It is good. It’s going to be back. I’m excited. You showed me kind of behind your scenes what you did and you did some stuff that I’ve never seen before. I want to find out, I’ve got a couple of bottlenecks that I’m running [00:01:00] into and so I’m excited to see how you solve for that.

[00:01:03] Zach Hammer: And yeah, so the way that we’re going to do this episode it’s going to be a fairly natural conversation. You know, Charlie’s role in this kind of episode that we’re going to do is to really be the student on your behalf.

[00:01:14] Zach Hammer: So you listening, you watching, you going through this information, Charlie’s going to be the student. And I am here to teach through what I’ve done and how I’ve done it. So Charlie’s gonna actually be asking the questions and I’m going to share the answers and go through this.

[00:01:27] Zach Hammer: So, let’s go ahead and dive right into it. So, where do you want me to start? Charlie, what do you need more information on to set the context for everybody?

[00:01:34] Charlie Madison: Yeah. So, let’s start, you did a Zoom call with your team member. And then at the end, you actually verbally gave it a prompt.

[00:01:45] Charlie Madison: So start with the what, why how now of like just that little starting at, all right, what was your thought process? What was the prompt? How do you go from there?

[00:01:54] Zach Hammer: Perfect. Yeah. So, this meeting that we’re talking about is literally like the purpose wasn’t to create content. The purpose [00:02:00] wasn’t you know, to do anything like that. What we were doing is that I meet daily with my assistant as often as possible. Sometimes it’s not always daily. I strive for daily, but, so I’m typically meeting daily with her.

[00:02:10] Zach Hammer: And In that meeting, we’re going over like, what are we working on? What are the tests that we’ve been running? That sort of thing. And in doing that, I was going over a specific strategy that we’re running right now to grow my Facebook audience of how we’re reaching out to connections, etc.

[00:02:26] Zach Hammer: And I wanted to have clarity on that data to say, well, what were we learning from it? And so like I took the data, I uploaded it into the ChatGBT in order to get some clarity on it. And I was like, wow, you know what? Like this process that I just did, I’m sure other people would find value in that.

[00:02:40] Zach Hammer: So, in the middle of the meeting, I literally at the of end of going through that content and having those insights and having that learning that literally I was doing for myself, I said, you know, let’s turn that into a post, so I could actually leverage this information.

[00:02:54] Zach Hammer: And so I started talking through that. I said you know, here’s some of the ideas that I think should be in the post of what I think people would find valuable, [00:03:00] what my process was, what my steps were, and I was kind of just verbalizing how I would envision that post happening. And then literally at the end of it, I just verbalized the prompt and said, you know, here’s how I want you to write it.

[00:03:11] Zach Hammer: And what style, what things to pay attention to. I told it how I wanted it to do a CTA and all of that, and was able to literally just walk through that process and you and I have been doing this for a while.

[00:03:21] Zach Hammer: You know, I have a fairly intuitive understanding at this point of how I would think through structuring a prompt. So I just verbalized what I’ve naturally learned and developed over time.

[00:03:31] Zach Hammer: And then literally I took the copy and paste of that. So I was using Fireflies and I was using a Google Meet. But yeah, it works at Zoom, works at Google Meet, works anywhere where that you have the transcript.

[00:03:39] Zach Hammer: But Fireflies specifically has this cool benefit where you can, it’s transcribing it live, and you can copy and paste the transcript while you’re still in the meeting.

[00:03:49] Zach Hammer: So I wasn’t even done with the meeting, I just verbalized that copy of the transcript and then threw it into Claude and basically just said, Hey, at the end of this transcript, I cover what I want you to do and I told you how I want you to [00:04:00] do it. The transcript to do that for me, please. Like I didn’t give it any more of a specific prompt because I kind of covered that at the transcript. Right?

[00:04:06] Zach Hammer: And Claude was able to do it really well. So, you know, in the midst of the meeting, turn an insight into, I think what will end up being a useful, powerful post. Just by recognizing that opportunity was there, having it already transcribed and throwing it into the right tool, and yeah.

[00:04:21] Zach Hammer: So, I don’t remember what the original question was, but that’s kind of the overall context of what was going on.

[00:04:26] Charlie Madison: Yeah. So, you just did a training and at some point during the training, you’re like, oh, this could be helpful. How do I turn this into content basically?

[00:04:37] Zach Hammer: And actually it wasn’t even a training. Like, we were reviewing the results of the work that I have her doing. That’s what we were doing. So like I have assigned her the process of reaching out and doing those connections for me. So we were meeting together to go over the results of the work that she’s been doing and just showing, you know, going through and going through that process of how I was analyzing those results, I turned [00:05:00] it into content.

[00:05:00] Zach Hammer: Does that make sense? So, literally, we were in the midst of doing the work that we were doing regardless and turned that back into an opportunity for the content.

[00:05:09] Charlie Madison: That makes sense. So one of the things that I like as you walk through this, the post was really good. I also really liked the fact that you just verbalized it and then at the end. So like, that’s really simple for you, but break down kind of the details of the how there.

[00:05:27] Zach Hammer: Yeah, so, in terms of verbalizing it, I mean, that’s where you’re gonna want to flow through the concepts of a mega prompt framework, right? And we covered that in other episodes. So there’s lots of information about that for how we go through and think about that. But essentially the idea is you’re looking at things like, who do you want it to act as?

[00:05:47] Zach Hammer: You know, like having a take on a job role, thinking through what the goal is, what the task is, what the steps are, any of the clear context or constraints, etc. Like laying out, really the simplest way to put it is what does an ideal outcome look [00:06:00] like said as specifically as possible?

[00:06:02] Zach Hammer: So not just write a good Facebook post, but having a real clear visual picture in your mind of what is a good Facebook post, who are people that, you know, write the kind of posts that you’re looking for it to create? What are the things that make it a good Facebook post, right?

[00:06:16] Zach Hammer: Like having that clarity around it is was really important I think in being able to get it to turn my content into what I needed to need it to be. And really that’s a big takeaway that a lot of people miss. I am able to get AI to do things well because I know what well looks like. Right?

[00:06:33] Zach Hammer: I’m basing it off of actual experience. I’m basing it off of my opinion rather than having it come armed with the opinion. I almost want it to have zero opinion. I don’t want it to have an opinion. I don’t want to lean on it for an opinion because then it’s going to be consensus garbage.

[00:06:49] Zach Hammer: What I want to do is I want to say, I have a hard opinion. You submit to my will and do what I’m telling you to do. And then when you do that, it actually tends to do a good job. [00:07:00] It’s able to enact your vision effectively if you could clearly communicate it. And so I have ideas in my mind.

[00:07:06] Zach Hammer: What does a good Facebook post look like? What are some of the structures that matter? What, you know, like I have thoughts around persuasion, all that, that kind of get imbued into what I’m describing, what makes for a good Facebook post? What that looks like?

[00:07:17] Zach Hammer: And so I verbalize those things. I tell it to do it. And then I’m able to get it to output them. So those are the kinds of things that I did. You know, in this process, really, the more opinion I could give it, the better. The more that I build my knowledge and expertise around, writing something well and what does that look like. The more that I could guide it to a good outcome, right?

[00:07:37] Zach Hammer: And so learning about those things, studying those things, getting better at like, what is a good structure? Really helps in this sort of things that you could verbalize it and steer it and guide it in that direction. But the good news is once you do have those opinions, it’s really easy for you to just kind of keep pointing back to them to point back to the templates, point back to like that’s what I do at this point.

[00:07:56] Zach Hammer: I have in my mind, a pretty clear structure [00:08:00] for how I build like the kind of Facebook posts that I want to build. And it’s things like the first three lines really matter because that’s what people see before they click to read more.

[00:08:10] Zach Hammer: So I know that I really need to optimize those first three lines to capture somebody’s interest to get them to actually click to read more, see the point of the post. Right?

[00:08:18] Zach Hammer: So I tell it that, pay attention to that hook, right? Pay attention to how you’re capturing somebody’s attention. I tell it things that I want it to do like, short sentences and lots of line breaks that it’s easy to skim and read. I give it to people to model that I know right that way already so that it’s kind of got a secondary input that gets it in that right direction.

[00:08:35] Zach Hammer: I have specific ways that whether right or wrong, they’re at least what feels in alignment with me for how I do something like a call to action. I don’t typically want it to be super hype. I don’t want it to be, you know, oversold. I want it to be a little bit more authentic and for lack of a better word. I want it to come across as cool, right?

[00:08:53] Zach Hammer: Like, I want to play it cool. I don’t want it to be like, you know, JOIN MY TANK, IT’S AWESOME! I want it to be more like, I got this [00:09:00] thing, you may find it interesting. And offer it up that way. And again, that may or may not be the right way to do it, but that’s the way I want to do it.

[00:09:07] Zach Hammer: And so I get it to do it that way, ’cause it feels in alignment with me. It feels in alignment with my tone of voice, that sort of thing. But and then, yeah having an opinion, forming those thoughts, doing the work to learn those skills, do the research, and developing that opinion ultimately makes it really quick for me to do that.

[00:09:22] Zach Hammer: But you know, for somebody else, really that is part of the work. I think about that people don’t want when it comes with AI, but really, if you’re going to get the best value out of what you could use these tools for if you are expecting them to be the expert. You’re going to lose because anybody can do that.

[00:09:40] Zach Hammer: So you want to develop your own expertise. You want to develop your own opinions and have it enact that and make that process quicker. And that’s really what I do with that. What did I go over at too high of a level in there? What do I need to drill in on?

[00:09:51] Charlie Madison: I like that. You know, one of the things I’ve actually been doing some lately is I’m actually telling AI do not use anything except what’s in the [00:10:00] transcript. And one of my thoughts is I could probably create a project that has more of my unique views and I could say, do not use anything that is not in the transcript or project files.

[00:10:13] Charlie Madison: And I’ve noticed when I do that, it’s much more in line with what I want. Because otherwise, it’s going to come up with generic slop.

[00:10:22] Zach Hammer: Yup. I call it hot garbage. Yup. But exactly. It’s yeah, because that’s exactly what it will do. And for me, one of the phrases that I use to get that result is I tell it, and lean heavily on the specific words, phrases, and ideas from the transcript. Right?

[00:10:39] Zach Hammer: And so I found that tends to work pretty well to sort of let it know, like I am giving you the way that I want you to see the world, but I want you to adapt it into a flow that makes sense for this other platform, that makes sense for that like, I was just free form thinking.

[00:10:57] Zach Hammer: Now I want you to take those thoughts and structure them well, [00:11:00] make it easy to digest, make more sense for this other medium, you know, somebody who’s not just sitting listening to me in the middle of a meeting, right?

[00:11:06] Zach Hammer: Like what does it look like if I was to structure as well as a post rather than just a free-form thought?

[00:11:11] Charlie Madison: That makes a lot of sense. So I liked that. And then it leads me to one of my questions is I’ve been, one can I get a copy of what you did as part of your AI mastermind that I’m in? So that’s one question, please. And thank you.

[00:11:28] Zach Hammer: Yes.

[00:11:29] Charlie Madison: And then two, one of the issues that I’ve ran into with you know, part of a froze white sleeper, we’ve got transcriptions and I think we’ve got 1300 posts we’ve created now over the last two weeks, is that it feels almost too formulaic and that something to even be concerned about. Do you care about it?

[00:11:50] Charlie Madison: Like if you had to take all of your posts, you know, and create little clips and then create transcripts from it, would you use one, how would you [00:12:00] handle that? Or would you just like let it run?

[00:12:02] Zach Hammer: Good question. So, first off to answer your first question about, can you get access? Yeah. As anybody that’s part of AMP Intel elite, our mastermind, where we go over how to leverage AI to make your business more effective, and systematic, everything that we do, anything that I have available that gets made available to anybody, the mastermind.

[00:12:18] Zach Hammer: So you have the golden ticket access to that. Anything that we can provide to make that easier you get access too.

[00:12:24] Zach Hammer: Right now and Patel Elite is currently closed, but if people are interested you could shoot me a message at Zach&ZachHammer.me is my email or shoot me a message on Facebook. And I’ll make sure you’re on the waiting list for the next time that we’re open.

[00:12:36] Zach Hammer: But what was I going to say? The other question about, you know, thinking through the different formats. Again that to me ends up coming back to, there’s a couple of things within that.

[00:12:45] Zach Hammer: One is testing to see if it makes a difference, if it matters, right? Forming some sort of way to say, what is the end result that I’m looking for and does just having it be formulaic, does it hurt that or not? Right? I want [00:13:00] a way to measure that rather than forming an arbitrary opinion. Cause the measuring it makes a big difference.

[00:13:07] Zach Hammer: One of the things that I really like to do when I’m talking to my clients or people in the mastermind. One of the things that I always go back to is all things being equal. I want the easiest method, right?

[00:13:18] Zach Hammer: If there’s a method that we could do that requires us to do less work, requires us to refine it less, requires us to create something new, less, I’m going to default to that, right?

[00:13:28] Zach Hammer: How can I leverage what we already have? How can I leverage the work that’s already being done? How can I leverage those things? I want to lead on those things wherever possible. And only add to a process where it’s necessary because we’re seeing that like something about what we’re doing isn’t getting us the result that we want. Right?

[00:13:46] Zach Hammer: So, I really like the idea of saying if you’ve already got a process that created the 1300 posts, is there a way that you could establish some sort of test? To see, does this get me the result that I’m [00:14:00] looking for? Does it get me the result in a high enough level, I like, do I even need to develop a different way to do this? Okay?

[00:14:06] Zach Hammer: So that’s the first thing, is I just see, do I even need to do the work to come up with a different way? Does that make sense?

[00:14:13] Charlie Madison: Yeah.

[00:14:13] Zach Hammer: So on that. I’d walk me through that real quick. What’s the end result goal of the content that you’re producing?

[00:14:18] Charlie Madison: The end result goal is to get more incoming communications, you know, for my clients, for me. That’s the goal.

[00:14:25] Zach Hammer: Perfect. And I know how your system works overall. Like, I, unfortunately, feel like the way your system is really powerful but has this unfortunate downside of it’s sometimes harder for people to recognize when it’s doing the result that you want it to do. And we’ve put together some great systems for how you could do that, but being able to track it back to this kind of test, it might be hard for us to get clarity on.

[00:14:46] Zach Hammer: So what you could potentially do? Are you creating posts or content that are designed to get engagement? Like that are designed to either get somebody to comment if they’re interested in something or does that make sense where there’s some sort of even if it’s not [00:15:00] the ultimate ideal outcome? There’s some sort of earlier stage outcome that you can measure for.

[00:15:05] Zach Hammer: Are you currently doing something like that?

[00:15:06] Charlie Madison: Yeah. So there’s some people that we do have similar to you kind of, hey, you know, comment this word if you know, want the free thing.

[00:15:15] Zach Hammer: Perfect. So that would be one way that you could potentially do an earlier test to see like, Hey, are we getting an engagement rate that we’re happy with? That we’re able to consistently see or is it below a baseline? And for this sort of thing, what you might need to do in order to run the test is you might need to either generate a few options that are outside of what feels formulaic to so that you could compare so that you have your control of what a generated.

[00:15:43] Zach Hammer: Plus some other options to test it against and see if it even matters because it may not matter. You may see about the same level of engagement.

[00:15:50] Zach Hammer: Now if you find that it does matter turning that into a consistent thing, which is really kind of your question here, like state, saying let’s assume it does make a difference. If it did [00:16:00] make a difference, the way that I start to think about that is again, going back to really clearly being able to define and describe the different types, right?

[00:16:09] Zach Hammer: Ultimately I see it as the work of like categories categorizing right now your process is resulting in AI seeing everything is 1, 1 type over and over again.

[00:16:21] Zach Hammer: If you can specify, actually, I think there are 5-10 types, right? And here’s what type one looks like.

[00:16:29] Zach Hammer: Here’s what type two looks like. Here’s what type three looks like and being able to have it take the same concept and flow it through all the different types that you come up with. Like maybe one is more of a how-to? Maybe one is more of a case study. Maybe one is more of a listicle. Maybe one is more of a one-line insider observation, right?

[00:16:49] Zach Hammer: Like, those sorts of things. Where you can have it take essentially the same crux of the content and reflow it into different formats. That could be a way to do it. But the way that you get that to [00:17:00] happen is again, that comes from you building your expertise and your experience to say, let’s build out our own way of looking at the world and being able to describe and communicate that back to A. I. Saying, you know, create this one in type one, and type one is defined as these things, right?

[00:17:18] Zach Hammer: Does that make sense?

[00:17:19] Charlie Madison: Yeah. What I get out of that is one, and this probably goes to, you know, I know it goes to me and maybe some of your other clients, but what I heard loud and clear was, don’t overcomplicate it, run the system and see if it works.

[00:17:31] Charlie Madison: Cause I know I’ll apply to me, I mean, for all my clients, they’re not doing anything now, so I’m starting to worry already about you know, it looking too formulaic when I mean, truthfully, anything is going to be better.

[00:17:46] Charlie Madison: And so that’s one thing like just do it and look at the results. And the other insight, you know, from a programmer’s mind, I am used to programming machines and if else, you know, if you know, we’ll use real estate. [00:18:00] If it’s a listing, you do this checklist. If it’s a buyer, you do this checklist. If it’s, you know, like that.

[00:18:07] Charlie Madison: And so I’m always thinking that I have to program, you know, you mentioned five different types of articles and I’ve got to program this complex flow to get the machine to decide.

[00:18:20] Charlie Madison: And my other insight is as I do this, I can come up with the examples and have AI be, you know, it’s going to seem smart, like a human, the AI can actually say, we’ll move the shapes.

[00:18:34] Charlie Madison: This is a buyer. This is an investor. This is like, I don’t have to program the if-else as much as just say, look for these and so that’s really cool. I mean, that shaves off. I mean, that shaves off so much programming time.

[00:18:48] Zach Hammer: Yeah, exactly. So you’re able to build outflows that give it the guidance that it needs where it’s able to follow your directions really well. So as long as you’ve given it sort of the categories or templates to be able to say, Hey, [00:19:00] here’s this type, you’ll rewrite this post like this, it’s going to be able to follow that along really well.

[00:19:04] Zach Hammer: The way that I like to find those kinds of examples is I am very much in the camp of I like to observe what people are doing and then I like to describe it. Right? I like to give a name to it. I like to describe the process and break it down. It’s actually a skill set that I learned partially through through art.

[00:19:21] Zach Hammer: So, we may have talked about this before, but I don’t remember if we have. So if you’re thinking about how to draw something, everything that we draw is a representation of reality. It is not reality.

[00:19:32] Zach Hammer: Like if I were to draw you do not have lines. Right? Like, there is no lines that make up who you are. You are form and you are shape in terms of how you’re like, I like how your facial structure works and all that.

[00:19:43] Zach Hammer: But we represent that to like trying to represent those, you know, the shape of your eyes and the shape of your face and like where your mouth sits and your ears and your hair and like all of that, we represent that with lines and shading and all of that. But still, it’s ultimately sort of breaking down what we [00:20:00] observe. And giving shortcut ways for our brain to recognize similar patterns.

[00:20:06] Zach Hammer: And so, I do the same thing when it comes to design when it comes to writing social posts, I’ll go and look at examples of success saying, I want to model this. I want to take something from this and now make it my own.

[00:20:18] Zach Hammer: And I will go and I’ll look at it. I’ll say, what is this person doing in the first bit? What are the things that I’m noticing about this? I’m noticing their first three lines are really impactful and really set us up to read the rest of it.

[00:20:31] Zach Hammer: I’m seeing that they’re using a lot of bulleted lists. I’m seeing that the sentences are short. I’m seeing those sorts of things. And then maybe I’m noticing other things. I’m noticing things like they always lead with a question. They always lead with something of value and like I’m giving names to these things to break them down and understand what somebody else is doing that’s getting them the result so that I can understand.

[00:20:51] Zach Hammer: Essentially, I decode the matrix, right? I’m looking for what the underlying code is. And this is the thing that people miss. A. I still am not really good at that. It [00:21:00] could be helpful and possibly give you some ideas. I find my biggest insights come from literally doing that myself.

[00:21:06] Zach Hammer: Because it gains an intuitive knowledge for me that builds my way of understanding the world so that I can communicate it better and I could repeat it better. Anyway, so I do that often. I do that with like website design. I do that with landing pages. I do that with a social post copy. I go out and I look at what people are doing and I do the work of like writing down my notes and trying to describe it.

[00:21:28] Zach Hammer: And then I take those descriptions and I feed that into AI and see if I’m getting back what I’m looking for. And if not, I keep refining until I find the words that are getting back the things that I feel like I’m seeing. Does that make sense?

[00:21:40] Charlie Madison: Yeah. I like that. Know what I heard from there is like, if you see a really good post, you won’t just send it to AI and say, chuck this into a different, you know, group into a template, that can be reused because AI literally just sees, you know, not even the characters and it’s using it’s [00:22:00] 80% heat index or whatever it is to figure out what it is, you know, whereas, so what you’re doing is you’re taking the thing and I think it’s what Tim Ferriss talks about in the four-hour chef.

[00:22:11] Charlie Madison: He talks about his deconstruction, reconstruction, goes along with, you know, 80, 20 Pareto principle, all that. So you use your intelligence and knowledge to, all right, how can I chunk this? How can I read us, you know, without taking the exact words, how do I create a definition of these different parts? And you give the definition of the chunks to AI.

[00:22:35] Charlie Madison: And then you’re saying, all right, does AI understand what I’m talking about, or do I need to change my definitions? So instead of just looking for the perfect template or the perfect example, you use examples, but, is it true? Like a lot of the heavy lifting is you deconstructing it into your own words that you think AI [00:23:00] will understand?

[00:23:01] Zach Hammer: And especially like figuring out the key parts to distill where it’s like, what is important about this? What doesn’t feel as important? And again it’s all about, so like the way that I work this stuff at this point is I’m going out and I’m forming some sort of opinion and then I’m figuring out how to test that opinion. To see, is my opinion right or wrong?

[00:23:20] Zach Hammer: And the better I am at running those tests, it makes me better at forming those opinions as well, right? Where I’m becoming right more often on the front end. But when I run those tests, either way, I bring myself back into alignment with reality. Cause ultimately I care about the results.

[00:23:37] Zach Hammer: Is the thing that I’m doing, getting the result? If not, I’m going to keep going back and retesting, figuring out what am I missing about what matters. What am I missing about how to structure this, etc?

[00:23:47] Zach Hammer: And so, starting with something that already exists, breaking it down, building my own framework, my own way of thinking about it, and then building back up from that really helps.

[00:23:57] Zach Hammer: And I have used AI to [00:24:00] like templatize things and it could do okay, but you still typically need to have a way to say, no, that’s not what it’s doing there. That’s not what I mean. I mean, this sort of idea and you want to have ways of describing something in order to make it your own so that, you know if it’s replicating what you’re looking for or not.

[00:24:15] Zach Hammer: You don’t want to just trust. Like, this is the mistake that you want to avoid. Don’t give it an example and tell it to run it and say, yeah, it did it perfectly without considering it. Like, did it? If you don’t know if it’s achieving the points that matter or not, you’re just trusting the output and who knows If it’s actually worthwhile, right?

[00:24:34] Zach Hammer: Now, ultimately, if you get the end result that you’re looking for, then, hey, maybe that’s all that you need to do. But I have found if I do that if I just sort of give it an example and trust the output, my results are lacking, my results don’t go well. That in order to get good results, I have to understand a little bit more about what’s happening in order to get a good result.

[00:24:52] Zach Hammer: Does that make sense?

[00:24:52] Charlie Madison: Yeah, I really like that. I like that kind of goes along with, you know, I love the things that I’ve gotten is how to deconstruct and [00:25:00] describe the templates in my own language because then I can test and say, is the output actually matching what I want?

[00:25:07] Charlie Madison: And you know, the other big insight? This started your daily call with your teammate. You know, like, ooh, this could be a great post and so you spoke the prompt framework that, you know, and send it to Claude and said, Hey, turn this into a post. Like at this transcript and obey the bottom. And.

[00:25:24] Zach Hammer: Right.

[00:25:25] Charlie Madison: One of the things that I’m just seeing like we’re able to get feedback and rapidly improve.

[00:25:31] Zach Hammer: Right.

[00:25:31] Charlie Madison: Literally faster than ever in humans that humans have ever done that. And so it’s even more important. What I hear from my procrastination, it’s even more important to have a goal, test a hypothesis, and I can iterate with the best copywriters in the world with some of the best templates in the world, networking with people, like, whereas you used to have to hire a copywriter, write it for the next [00:26:00] magazine, put it in the magazine, wait weeks for responses.

[00:26:04] Charlie Madison: Now we’re talking about, I mean, depending on how full your schedule is like you could, I mean, you can really iterate daily or hourly really as fast as you want. And that’s where the compound interest, like there’s going to be some people that are leveraging AI, and their compound interest is just going to fly by, compared to folks that aren’t doing it at all.

[00:26:26] Zach Hammer: I mean what you described in terms of that process, in AMP Intel elite, that’s part of what I have a framework to help people through, I call it the plan framework where it’s all about when you’re putting together some sort of strategy to achieve a result, you want to be able to lay it out in a pretty specific way to know if you actually have something that’s working or not.

[00:26:47] Zach Hammer: And so, the P stands for purpose. What’s the goal or the outcome that you’re looking to move toward? The L is what is it about. It’s, I mean, it’s the milestones. It’s the You know, I forget what it stands for now.

[00:26:58] Zach Hammer: I need to rework that part. But [00:27:00] the key idea, I think it’s like the landscape, but it’s the points along the way, landmarks, that’s the word that I’m looking for landmarks. So what are the ways that I’m going to be able to see if I have hit this goal, this purpose, right?

[00:27:11] Zach Hammer: What are the ways that I could actually measure? Cause if you can’t measure it, you don’t know if you’ve done it and you need to figure out some way to be able to measure. Am I achieving the outcome that I’m looking for? And that doesn’t have to be like super complicated. It can be really simple, but you want to have something in your mind that says, here’s what I’m trying to achieve.

[00:27:29] Zach Hammer: And here’s what I’m going to look at to determine if I’m achieving what I’m looking to do or not. And then a is all about the action steps. It’s literally, what are you going to do in order to try and achieve that? You know, I’m going to post this many times a day. I’m going to use this framework.

[00:27:42] Zach Hammer: I mean, like whatever it is, right? What is the plan? What are the specific actions that you’re going to take? And then N is all about nurturing the end result to recognize and understand.

[00:27:50] Zach Hammer: We are off in our opinions somewhere most of the time. And most of what we need to do is just realign back toward moving [00:28:00] toward whatever our goal is to figure out what are we learning from the test. What are we learning as a result of the actions that we’re taking? What’s working, what’s not, and then readjusting the plan based on what we’re learning in the process.

[00:28:10] Zach Hammer: And so, what you’re describing of being able to say like, yeah, like right now, a lot of it is just, I have, I’m going to form some sort of opinion. And then figure out some way to test if that opinion is accurate or not and do it based off of, you know, short-term, quick tests that you could run and iterate on to see what those results look like because more often than not this is what I’ve seen in practice. It is a lot easier for people to very confidently say, this is the right way to write something. This is the right way to do this.

[00:28:41] Zach Hammer: And it’s all just the blind leading the blind of somebody handed down an opinion. Somebody handed down in a theory. Nobody’s actually testing to see if it makes a difference, actually matters, or actually works today. And things are moving so quickly at this point, like, it is very easy to sound like a confident expert with AI.

[00:28:59] Zach Hammer: The only way [00:29:00] that we have some ability to see what’s actually true and makes a difference in our business is to have an opinion, have an objective, and see if we’re moving toward it.

[00:29:08] Zach Hammer: So running those tests and running them for yourself to get real-world feedback is so important. And honestly, learning from people who are trying to do the same is one of the only other ways to, I think, get that input, right?

[00:29:21] Zach Hammer: Cause we are more and more, we’re moving into a time where it’s really easy for somebody to sound like an expert and just be feeding you garbage because they haven’t tested any of it.

[00:29:31] Zach Hammer: Maybe their success came from something that they aren’t currently acting on, right? Maybe they made their millions 10 years ago and who knows if the ideas that worked then still work in the same way today, right?

[00:29:43] Zach Hammer: So you, you learn that through iteration and seeing things actually play out in the real world. There are things to be gleaned from others who are doing the same. But ultimately, you know, proof of the pudding’s in the eating. Are you getting the results that you want to from the actions that you’re putting into practice?

[00:29:57] Zach Hammer: Does that make sense?

[00:29:58] Charlie Madison: Yeah, test it [00:30:00] and mastermind with people that are also testing it.

[00:30:02] Zach Hammer: Exactly.

[00:30:03] Charlie Madison: Otherwise AI can put the con in confidence.

[00:30:05] Zach Hammer: That’s right. I love that. That is a great way to put that. Absolutely. But yeah, and so, all of this what we’ve discussed, I mean, it’s the deep dive understanding into ultimately the simple thing that I sought to do is I’m always looking for the opportunities.

[00:30:20] Zach Hammer: How can I make it so that what I’m already doing or need to do anyway, creates a leveraged outcome, creates more than the sum of its parts, creates the thing that I’m looking to create anyway?

[00:30:32] Zach Hammer: And so, like, I’m always looking to run tests, see what the results are, report back what I’m finding, because I think in this world that we’re moving into, that information is actually useful. And the hardline opinions that are just based on who knows what are becoming less and less useful. As we got to see what’s actually working right now in the real world.

[00:30:55] Zach Hammer: And so how can I turn my meetings into content? How can I turn sales [00:31:00] calls into content? Like, how can I extract those nuggets from that? So that I’m able to show up in a leveraged way while not having to hire a massive team in order to do so.

[00:31:09] Zach Hammer: And that’s really part of the opportunity that AI is offering in this is that there are so many more opportunities to create and extract your unique perspective from what you’re already up to, and then just reflow it and readapt it into the ways that are really geared toward things like marketing content and emails and landing pages and all of that.

[00:31:26] Charlie Madison: Right. I love that So what other questions do I have? If any, I feel like when you walk me through your process, you know, what I love about this is, it extracts my unique view.

[00:31:38] Charlie Madison: And I mean, you mentioned it, it does it without any additional recordings. You know, that’s the reason I think it’s so important to have either a fathom, a transcriber, or I’m going to try Fireflies because it’s got an API and then have a group of people that you can share real-world experience with. [00:32:00] This seems like things that, you know, you’ve got the book 12 week year, where they talk about the, I think there’s, we’re at a place where compound interest can really compound daily.

[00:32:14] Zach Hammer: Right. Yeah, absolutely. And there really are. We are still in the midst. We’ve talked about this a while back, but while I think the AI landscape isn’t changing as quickly as it was kind of when chatGBT first came onto the scenes. There was a period of time where it was like every week there were massive new announcements. We’re not quite there, it’s slowed down to like once a month maybe.

[00:32:34] Charlie Madison: But still massive improvements once a month.

[00:32:37] Zach Hammer: Yeah, exactly. But what’s interesting is like, even though the improvements and the changes in the software, isn’t necessarily changing as quickly as it was. We are still kind of in a new reality of sorting through where are all the places that this impacts. How we do business day to day?

[00:32:53] Zach Hammer: And like all of that is still being discovered by practitioners, by people who are in the weeds, leveraging it, [00:33:00] putting it to use, seeing where it’s useful, where it’s not, where it? Like, what is it capable of? What is it not capable of?

[00:33:06] Zach Hammer: And that has been for me, locking arms with other people who are doing this work, who are getting in the weeds, who are putting it to test and seeing what’s working.

[00:33:15] Zach Hammer: That’s where some of the biggest insights and impacts have come for me is being able to see what’s actually, practically being useful. Not what are the, you know, cause like all the companies are going to lean on the hype and the pie in the sky vision of, you know, someday it’ll be able to do this.

[00:33:30] Zach Hammer: It’s like, well, cool. That’s fun and exciting. But what can I use it for today in my business? What actually gives me a competitive edge right now? And you only learn that by either trying or by coming alongside people who are doing that. And honestly, those communities are somewhat rare because most people are just interested by the shiny objectness of it. And they’re not putting it into practice.

[00:33:49] Zach Hammer: So hopefully we’re doing a bit more than that. We’re actually making use of it and making a difference, creating new outcomes that previously weren’t possible and sharing that back into the community sharing that, [00:34:00] you know, together as well.

[00:34:01] Zach Hammer: So that’s what we’re about. That’s what we’re up to.

[00:34:03] Charlie Madison: Yeah. I mean, it’s totally revamped my referrals while you sleep, you know, a version four is about to roll out. And I mean, it’s really a 10 X, like we’re able to produce 10 X more than we have for four years and it’s taking right now the same amount of time. It may actually take less time soon, and my team members, we kind of joke about it there, you know, two of my team members are in the Philippines, you know, and they talk about these giant companies that have hundreds of employees and call centers and they’re just like, I can’t believe what we’re doing with our small like ninja Navy SEAL team.

[00:34:44] Charlie Madison: And it’s because of this, it’s really cool.

[00:34:47] Zach Hammer: Right. And what’s powerful is that it like, again the biggest thing is there’s likely opportunity in what you’re already doing. If you learn a little bit of a new skillset of how to leverage what you’re already doing things like making sure you’re [00:35:00] getting recordings of your meetings, that you’re doing that kind of stuff.

[00:35:03] Zach Hammer: It’s like there are processes to be able to extract your unique point of view, your unique vision. Like as long as you are doing something that actually helps people. Right? Like that creates some sort of meaningful outcome for people.

[00:35:16] Zach Hammer: If you are doing that, it’s showing up in your discussions. It’s showing up in your meetings. It’s showing up in your sales calls. It’s showing up in your training. It’s already there. You’re doing something that’s helping people. If you can extract that and be able to leverage that for things like your marketing, for your emails, for your landing pages, for your presentations, or turning those same aspects of what other people are doing into those things that they need. Like there’s a lot of power there and shoot even further, like, that’s just for the marketing angle.

[00:35:42] Zach Hammer: The other place that we’re doing that is we’re extracting SOPs and training and documentation stuff that we use internally. Like, everywhere where these insights are being shared, they can be turned into the assets that people need to actually use them pretty readily. And that’s a real opportunity.

[00:35:58] Zach Hammer: So like today we talked about [00:36:00] how I turned a meeting with my assistant into the content that I needed. But those opportunities exist across the board and are likely a lot simpler to enact once you know how to do so and know what those opportunities look like and how to make them happen.

[00:36:13] Charlie Madison: Yeah. I mean, what would happen? That’s what I asked. Like, what if I could save myself just an hour a week? Like, what if I could help my teammates save 30 minutes a day,? You know, and then that compounds, cause now I can do more high impact, and I mean, I know for me, we’ve probably saved 40 hours a week in our total process across our three team members. It’s pretty cool.

[00:36:36] Zach Hammer: Yeah. And the way that I described that I think where most people are missing the opportunity with AI is that they’re getting too caught up in the future vision of what might be possible of AI that’s able to do everything for you. They’re getting really excited by a really hyped-out version of what’s possible.

[00:36:54] Zach Hammer: And they’re missing the opportunity of how it can help you right now. Right? The way that I’ve described it is, you know, the [00:37:00] common saying is you know, stepping over dollars to pick up pennies. And I think what actually happens with AI is people are stepping over a thousand pennies to pick up a dollar.

[00:37:08] Zach Hammer: But they’re not even picking up the dollar.

[00:37:11] Charlie Madison: Right. They’re searching for the future dollar.

[00:37:14] Zach Hammer: And the opportunity right now, it does, it looks like I’ve got this one thing that normally takes me an hour and I can make it take me, you know, 30 minutes, right?

[00:37:24] Zach Hammer: But that’s still, that’s a half-hour saving, right? And often it’s like, I have this thing that normally takes me an hour and I can make it take 10 minutes, but like they’re missing those opportunities. And when you add those up, it literally, it starts looking like one person is able to do the work of 10 people previously but it doesn’t happen in one go.

[00:37:43] Zach Hammer: It doesn’t happen where you just give somebody the perfect prompt and they’re able to do this. It’s the kind of battle that is done task by task and those savings compound those savings add up over time.

[00:37:52] Zach Hammer: And sometimes it’s not time-saving. Sometimes it’s quality. Sometimes it’s now I’m able to leverage an employee that used to only be [00:38:00] able to do certain types of work now they’re able to do more. They’re able to do more kinds while still getting the kind of quality that we’re looking for.

[00:38:05] Zach Hammer: And so, there’s lots of opportunities for sure. Definitely you know, be on the lookout for them. So hopefully this was useful and helpful for you guys to be able to see these opportunities for how you could leverage what you’re already up to, to create all the content that you need, all the marketing assets that you need.

[00:38:20] Zach Hammer: You know, this is a live example, literally before this call, I ran this process and that’s what created the impetus for recording it.

[00:38:27] Zach Hammer: But yeah, if you’re interested in this kind of information, you want to stay up to date on what we’re doing, make sure that you are subscribed to the newsletter itself. ZachHammer.me is the best place to do that. You can get subscribed to what we’re up to with this show, what we’re up to with what we’re doing.

[00:38:40] Zach Hammer: We are officially, strategically releasing this show and this newsletter in a consume-your-way sort of approach where you can listen to it via audio. You can watch a video or you can read an article. The article isn’t your typical show notes. It’s designed to be the full context of the show in an actionable way.

[00:38:58] Zach Hammer: So no matter your [00:39:00] preferred way of consuming this content, we’ve got a way for you to do so. If you want to dive further, if you want some extra help be on the lookout for the different products that we’re offering, as well as what we’re up to with Ambintel Elite, look for those notifications of when it opens up or if you want to make sure that you are first in line on that waiting list, when the when we do open up access.

[00:39:19] Zach Hammer: Reach out to me, Zach Hammer, Zach@ZachHammer.me, or shoot me a message on Facebook and I’d love to get you on that waiting list, but otherwise, Charlie, thanks so much for helping lead the way and guide people through this content.

[00:39:29] Zach Hammer: That was useful for me to have you ask the question. So, for you any final thoughts or final words that you think we should leave people with on this episode?

[00:39:35] Charlie Madison: You know, as you’re doing your tasks today, think about how you could shave 10 minutes, 20 minutes. You know, if you’ve got a question, reach out to Zach, you know, ask him, but Hey, is there a way that I can shave time off of this? And like it’s like, now’s the time to do it.

[00:39:51] Zach Hammer: Absolutely. Well, there you go on that note. I’m Zach Hammer. It’s Charlie Madison. Thanks so much. And we’ll catch you on the next one.