Hi, everybody. I'm Marie Swift and I'll be your presenter this afternoon and we're going to have some fun. We're going to talk about generative AI and technology to help you create more compelling content for your target audiences. So, let's see a show of hands. Who is using generative AI to generate marketing communications? Here, here, six, nobody over here. How about technology in general? Technology to create your communications? I hope that we can hear from all of you today as we get the conversation started. But before we get started, I have been asked to introduce myself and to thank you all for coming. So, thank you for being here. We appreciate your time and attention. The other thing is I'll go over the learning objectives in a minute, but to emphasize that this should be interactive. If you have something to share, raise your hand or call my name, Marie, and I will ask you to come to the front and you're going to hold a handheld mic and we'd like you to stay right in this general vicinity because that way we can capture all your wisdom on camera. All right? So, don't be afraid. I don't bite and it's a beautiful thing. Caring is sharing and NAPFA communities are known for that. So, let's get this show on the road. Oh, by the way, has anybody ever tried a Goo Goo? They're delicious chocolate clusters. They're made right here in Nashville. So, I've got 12 of these Goo Goos and for those of you who share, you get a Goo Goo. So, first 12 to share, this is your enticement. Plus, you're helping out the community. Okay, so I hope that you all read the learning objectives. If not, here they are. Learning about client communication and content creation strategies, discovering new tools and technologies that can help you, and how to create more authentic, personable content that engages with the next generation of clients. So, I was talking with a couple of you before we got started just now and asking what brought you here. And so, one of the gentlemen in the back said they're doing advisor-led or advisor participation to generate the content. So, technology tools and generative AI can help you if you're creating content in-house. And others were saying to me that they're using something like Paladin or Snappy Crackin. They're going to be providing some of what I call canned content or licensed content, sometimes curated or custom content. We're going to get into the types of content in just a minute. But AI can help whenever you're creating something that is unique to you, unique to your firm, advisor-led or team. So, I already mentioned this. If you want to share, you know, what tools are you using? How are you creating that compelling content for your clients? Jot down some ideas and questions as you go. Ask me anything. And if I don't know the answer, I'll bet somebody in the room does. And then we already talked about who's using AI for content generation now. So, who of you that is using Gen AI, what is your favorite tool? Just shout it out. Jump. Jump. Great meeting planning tool, kind of like Fireflies. Who was that? Was this? Thank you very much. You get a goo-goo. All right. Here you go. Now, I'm going to throw this to you. Here you go. All right. Watch out. Okay. All right. What other? Zox. Zox, which is similar to jump. All right. I'm not going to throw this all the way out here. All right. Yes, I am. Here we go. Look out. All right. What other content, AI content? The answers are Zox and Jump. They're AI meeting assistants, much like I use Fireflies. They're created for the industry. All right. Zox and Jump, something other than a meeting planning tool, like a meeting note-taker tool. Descript. Descript. Would you come up here and tell us a little bit about how you use Descript? Thank you for being so brave. Come up here. All right. Where's my microphone? All right. All right. Stand right here so we can make sure we get you on camera. Talk right to that guy. Yes. So, I'm using Descript pretty much for content creation. So, I'll film like a podcast and then I'll upload the podcast with the video in it. And then you could use it to do so many different things. It'll create the show notes for you. I could even ask it to create five different Instagram reels that I could post to Instagram afterwards. It'll help you create compelling titles for your YouTube video. Honestly, you could go on forever. It does so much. All right. Thank you. Here's your goo-goo. Thank you for sharing. All right. So, who got value out of that? Wasn't that great to hear a practitioner, a fellow here who's using Descript? Great tool. We've tried Descript. It's come a long way since I tried it, but there's so much to know and so much to try. We use Zencastr to record our audio and video content. We feed it up into Fireflies, which does a meeting transcript. It gives us a summary. Whether it's something that we're turning into a podcast or in a video series, we love using Zencastr and Fireflies together. So, whatever that is for you, something like Descript where it helps you produce the audio and the video, and you can do great editing now. And I think they even have the opportunity to do webinars in rooms, right? So, these are always evolving. Anybody else? Last time before your goo-goo opportunity disappears for a while. Yes? So, I'm sorry to introduce something called the Insta Headshots. Oh, come up here. All right. Come on. Come on. This is too good. Insta Headshots. All right. Thank you for being my friend here. Stand right here. Insta Headshots. Sure. So, you just upload 10 to however many more you want pictures of yourself, and it generates a really nice looking headshot with different backgrounds to choose from. Kind of cleans up your little blemishes or whatever, and it makes you look good. All AI. Insta Headshots. Insta Headshots. Okay. So, my assistant, Dory, was saying she can't hear me because the sound is garbled. So, the Fireflies thing might not work so well, but thank you. Oh, thank you. Pick one. What kind do you want? Pick your favorite color. All right. All right. So, good. That's all. All right. This is so much fun to learn from all of you, and the Insta Headshots can be kind of a mixed bag, right? Did you feel like it was exactly right? Did it look like you, or did you feel like it was a little, ooh? It definitely looks like me. It definitely looks like you, but not quite as good as the real you, right? All right. Good. All right. So, we already chatted out favorite tools. All right. Let's move on, and we are going to have some cameo appearances. I've actually asked some people to be here. Not yet. Not yet. All right. But soon, I just want to tell you that I've got some plants. J.B. Brewer, Thomas Cook, Stacy Miller. Steve couldn't be here today, and I don't think Carolyn could make it, either. So, I've got three people who have some prepared comments, and they're going to dig in a little bit more about what they're using to create authentic, compelling content. All right. So, I'm going to share my tinkerings. I've got a couple case studies. One is Alteri, Crux Wealth. These are both wealth management firms, and Napa Nation. Any of you listen to the podcast Napa Nation? If you do, you know me as the host of Napa Nation. Call for nominating yourself as a podcast guest next year. Go to the Napa website and find the podcast called Napa Nation, and there's a little form, and you can tell me why you'd like to be in a conversation with me for Napa Nation next year. All right. So, unique quality content reigns supreme. You can buy content. You can have other people produce content for you, but at the end of the day, it's that unique, original content that you produce that sets you apart from everyone else. So, the way I like to think about technology and the equation is humans plus the AI feeds into content, which creates SEO, search engine optimization, so that when people see you, search for you, find you, you seem more credible than your peers or the other person down the street who might not be as credible as you are. So, this is how I like to think about content creation. Notice on this side, we have value and credibility and how that increases over time, and then easy versus hard on the top. This is the four C's of content marketing, so the things that you buy, that you license, that's easy to do, but the value, to me, is lesser than the top end of the scale, which is celebrity, credibility, being in the press, harnessing that back through the halo effect that you get, putting that on social, putting it on your website, and then the custom content right next to that, kissing cousins, credibility, content, and custom content, and this is where it gets to be a hungry beast, right? Because if you commit to do a blog or a podcast or a video series or a webinar series, you need to keep up with it. It should not just be a one and done. The consistency matters. You will grow followers. You'll be seen more relevant online. So, if you're going to commit to something, I say pick one thing and start doing it really well first. Do it consistently for a while, and then add another thing, and then think about how you could take one big piece of content, I call it a pillar, a pillar piece of content, and you can chunk that out. You can create video shorts. You can create a blog from a webinar. You can create an article for a publication around this pillar topic. So, JB, all right, it's your turn. Come on up here, my friend. So, JB has a column at Forbes, and you are creating content a lot. Listen, I'm going to have to owe you a goo-goo later, okay, because I didn't quite bring enough for everybody. Let me get this on. So, are you ready to share how you think about content creation? I'm ready to share, and I'm glad that you have that up. So, James Brewer is my name, so if you Google James Brewer, that might explain some things that hopefully I'll be telling you. So, it was about 2012, I heard a presentation that somebody was telling me about this thing called content, an SEO. I read that person's book and decided, oh, I better jump in on this. So, at first, my thought was, well, what should I be writing about? So, CFP started writing a few things, and then I thought about, what are the brand associations or name associations? So, for a while, I said, well, some people may want to find me because I'm an African-American financial advisor, so I wrote an article on that one, and fortunately, that one, I believe, still has me on page one of that search term. So, you start learning search terms, and then it got fancy, Marie, and they started saying long tail. So, what long tail things, that's just really, if you're asking a question, and the more that you ask in the question, you get a better result. So, the next thing you know, I've written, I don't know, 100 plus, 200, and then suddenly, the media starts Googling me, and I get interviewed. Next thing you know, I'm in the Wall Street Journal. Eventually, I got in the New York Times. So, it's not that just people who might want to be my client, but then, good thing is, it makes for a great credibility piece, and I have lots of people who suddenly are finding my content. I'm an advisor in Chicago. I think I'm in 15 different states at this point, and if you can guess that, actually, probably 14 of those states, it's because they found me online, not because I'm doing any specific marketing in those areas. What I find is that a lot of times, you're having conversations with clients. They are confused about some issue. Whatever that issue was, you're like, hey, maybe I can write something about that. In the old days, I would just write. Well, now, there's this wonderful thing called Otter AI. You have the transcripts. I can take the transcript and turn the transcript basically into an article, and then, now, you have an article. I went from writing blogs to one day, I get a knock-knock from Forbes.com, and Forbes said, hey, we've been reading your stuff. Would you like to be a Forbes.com contributor? Yeah, I think I'll find the time, so I was doing the Forbes.com thing, but as Marie said, guess what happens? You start having to write a lot, and it's starting to take a lot of time. Well, early on, there was no AI. Now, there's AI. Fortunately, along the way, I also thought, huh, maybe there's a better way for me to start to define my audience. Who's actually reading my articles on Forbes? What's the readership like, and when? Well, there's this wonderful tool called Chad GPT, and fortunately, I have a wonderful assistant, and he figured out how to upload a bunch of files. The next thing you know, it's spitting out what we should be writing, and what day of the month we should be posting, and all those other things. Now, I'm starting to further define, what is the audience that I really want? Who are the people that I'm currently working with? Maybe there are some things to learn about them. Again, we're throwing that in Chad GPT, and I recently just started a new article series we just are completing, and I did five on investing. Well, one thing I discovered is, every time you write about Roth, or at least I write about Roth, suddenly my readership goes up. My highest readership always seems to have to do with Roth, so I was in the Denise Applebee's about Roth. Maybe there's something else, but she said, whisper. Don't tell them the really good stuff, so I won't tell them the really good stuff. I'll just tell them enough, but you want to make sure that you're writing something that somebody wants to listen to, or wants to read and learn more about, but there are a ton of tools today than there were when I started writing in 2012 that you can actually start, I think, getting a faster jump start. Okay, wait. Turn around. Everybody smile. All right, here we go. All right, social media. You got to amplify, right? You got to be pro-personal. You get your goo goo later. All right, so let's drill in a little bit more. Turn this mic off so we don't get any reverb. Thank you, JB. That was great. Round of applause. Come on, you guys. JB. Okay, so listen, it's not that tough. Every time you hear a question from a client, or you see something interesting in an industry publication, or something you disagree with in the news, blog about it. Podcast about it. Video about it. Write a byline article about it. Get that place. Turn it into a pitch. The possibilities are endless, and every day, all of you are in that seat where you know what's going to be most important to the readers of the Wall Street Journal, or Forbes, or Financial Planning Magazine. So why not create some search engine value for yourself to create this halo effect, this pro-personal brand by being more visible to the search engine spiders and to human beings who are looking for good fiduciary advisors like all of you? If you don't do it, some other scoundrels are going to do it for you. Let's not let them take your market territory. So you can get help with the first draft with the generative AI tools, and then you harness all back through that pillar content and chunk it out so you have snackable content. Snackable content, visually compelling content. I'm going to show you how easy it is to use a generative AI tool to create artwork. So we'll see what you think of some of my tinkerings here in just a minute. But really, the AI tools are becoming ubiquitous. So remember when social media started to be a thing? I was skeptical. I was skeptical of AI until I started to use it. I thought, pshaw, who can ever write as good as me? I'm such a good writer. I'm such a good communicator. Pshaw, mm-mm. But now I'm a believer because it's that combination, the human being with the AI almost like a digital assistant in the room with me. We use it in our creative brainstorming sessions. So just the other day we were trying to generate some headlines, and we were stuck. And so we used Perplexity, which was on my phone. We also had Microsoft Copilot on my computer, and we started saying, you are a creative marketing team, and you are stuck on a headline, and it needs to be kind of like this. We gave it a prompt, and it spit out some really good ideas. So it was a springboard for the human beings to do better because, you know, we're not perfect. And we were tired. Maybe we needed more coffee. But then we said, hey, let's iterate on that. That was a really good headline idea. Let's rewrite the first paragraph of this article, feed it up into ChatGPT or some of the other specialty tools like ReWord. One of my favorite writing tools is ReWord. When I feed up a kernel of an idea into ReWord, which by the way is $49 a month and well worth it, it will say to me, it will prompt me and say, hey human being, would your readers like to know a statistic that would be pertinent to the kernel that you have just fed up to me? ReWord, the robot, the AI. And I'll say, why yes they would. And it'll spit out. I have several links and several little snippets that I can put into my article, whether it's something I'm writing for a third party publication or my own blog. And I can put that in there to add credibility to me as the writer. And it sources it. So it might be a Cerulli study or it might be an Ernst and Young study or the Census Bureau. And then I can say, oh that's a really good lead in my article. And ReWord is a partner with me to write better articles. If we, yes, go ahead. Three words that I might have used as a prompt for in ReWord. So with ReWord, I'm giving it more than three words. I'm giving it context. I'm saying, you are writing an article on this topic for this audience. You are an expert in this subject matter. And the thesis is, and so it's usually a paragraph. It's not just a couple words. Is anybody else finding the prompt generation as important as what it spits out or it's really important? Stacey, do you wanna come up and talk? This is Stacey. Come up, Stacey. Can I put you on the spot now? Are you ready to share? I'll pay you in goo-goos later. All right, dinner will work too. Here you go. Come over here so we can get you on camera. Hi, I'm Stacey Miller, founder and CEO of Bayview Financial Planning, which is a solo firm that I launched this year. So actually, Bayview Financial Planning is a name that came from a chat GPT search. So I had left my previous firm and I was talking with my best friend and I said, oh my gosh, I just left my previous firm and now I've gotta register my ADV and I don't even know what to put for the name of this firm. And she said, well, why don't you chat GPT? And I'd never used chat GPT in my life and I thought, what? Why would I do that? And using prompts, I said, chat GPT. I want to start a registered investment advisor, financial planning firm based in Tampa, Florida for women, widows, and military families. I'm a certified financial planner and I entered all that prompt in and it came up with a list and it came up with Bayview Financial Planning. And I came up with a lot of other things too that quickly got the red line, but that's actually where I came up with that. But so I launched in March. I was registered in March and I have been writing a blog every single week since then. This week might actually be the first week that I miss because we had hurricanes a couple weeks ago and I've been at every conference since then, so getting a little bit behind. But along with the blogs, I've been doing videos and all kinds of content and I find that my time has been spent mostly as a marketing director in these first few months running my firm. And while I enjoy it, the creativity of it, I want to be a financial planner. So I'm trying to become a little bit more efficient with how I'm creating that content. And so I have been using some of those technology and AI tools. I've been using ChatGPT to help me, what topics should I be putting out there? And some of the other tools that I'm using, whoops, my, that I wanted to share with you, I use Canva. So maybe a lot of you that are doing marketing content, we use Canva and that's $15 a month, I love it. I do use ChatGPT like I mentioned and I use the paid version because it automatically remembers that I'm Stacy Miller, certified financial planner of Bayview Financial Planning and that my focus is women, widows and military families. So when I ask it a question, it already knows that, it remembers that by paying for it, $20 a month, well worth it. I use Kit, which is formerly ConvertKit and for my newsletter distribution, this is my best piece of technology for everything and I know you probably recognize that but all of my videos are done on my iPhone on a whim. Usually they're one and done because I want my content to be authentically me while I might edit the heck out of a blog, my videos are pretty much one and done because I have CapCut, which is a video editor, $90 for a whole year and you can upload the video and it takes the ums right out automatically. So best tool ever, CapCut, C-A-P-C-U-T, $90, well worth it. Like I said, it takes the ums right out and it'll also put the words right on there automatically. Yes? So if you record a video in Zoom, like I do a retirement, and I have somebody recording for me, this will take care of all of that? I haven't taken a Zoom video recording but assuming it's the same like MP4 or whatever the video content is, I just take my iPhone content and I upload to CapCut. You can do it on the computer as well so I feel pretty confident that you could take whatever video content you have and it'll do the same thing. Take the ums out and we'll add the words. It'll work, it'll work. Yeah, so I've done it straight from my iPhone. But yeah, best $90 I ever spent for sure because that video content is really what's gaining traction. The blogs are there so that five years from now when somebody asks me about that Roth IRA, I can refer them to my website where I have conveniently provided that information already. So it's more something that people aren't clicking and following those blogs but the videos are gaining traction. Great question, where am I posting those videos? So I started posting them on Facebook, LinkedIn and Instagram and anybody except my dad wasn't liking them or maybe they did like them but they didn't click on them. But recently, about six weeks ago or so, I took all of those videos that I had posted on social media and I dumped them into a brand new YouTube channel at Bayview FP and within 48 hours I had more likes than I had in six months on all the social media channels because from the Kitsis study that was published earlier this year about marketing, YouTube and video is so important and it was right because people are using YouTube to Google or using YouTube to search almost as much as they're using Google. So when they wanna look up something about Roth IRA, they might be going to YouTube instead of Google and they're gonna find you there. So lastly, I wanna end with, I actually subscribed a couple years ago for an iPhone photography class. Sounds funny but I wanted to capture better pictures and this piece of equipment is pretty good at capturing photos just as good as those big honking cameras that you see around and it helps with video as well so that it helps with the lighting and I use those photos in some of my still imagery on my social media and that kind of thing which I put into Canva online. So I hope that answers some of the questions that about how I'm communicating my marketing and social media and my message. Turn around, all right, selfie. Thank you everybody. So thank you, oh, no prompting for the applause. Now you've got it. So follow Stacey and JB. So Stacey Miller, JB Brewer who we've heard from so far and they've got great online presence. So let's jump in and see if I can get through a couple more examples and then Thomas, I haven't forgotten about you. So there's a couple things to think about when using AI. So sometimes it makes stuff up and sometimes your data is not safe. So be careful what you're feeding up into chat GPT or some of these other tools where it's training other content. You don't want any personal information about your clients in there and then sometimes it hallucinates. So just use your brain. It's like, is this real? Does that sound right? Maybe do a little fact check, run it through a different tool. The one I hear the most about doing this, sensitive data issue or the making stuff up, the hallucinations is chat GPT. Has anybody else experienced this or have concerns about, that doesn't sound right. The tools are getting better. Anything you'd like to say, you can stand and share or you can come to the front of the room. Just agreeing with me? Okay, so just be careful. And there are industry specific tools now that say that they are a more safe, contained environment for you to use. So wealth management GPT. The other one is Advisor X, Advisor X AI. Jump AI, Otter is for everybody but Jump is for advisors. And so it's aware of some of the securities regulations that you need to be aware of and the client confidentiality issues. The other one that I hear about, Jump AI and Zox, like socks but with a Z. Jump and Zox and there are more and more and more. So at the end of my presentation, I have a couple of slides with resources but one of the best maps that I know of right now to get your arms around all the generative AI and tools that contain AI for y'all, for advisors, is on the Oasis Group's website. And they have an AI tech map, kind of like the ever now famous Kitsis, Ezra Group tech map but this is just for AI. So that's in the back as a resource for you if you want to go and say, I wonder what's out there that's general for the population or specific to our industry. Okay, so AI is getting better. The more you use it, the better you get as the person prompting it and the person discerning it and partnering with it, if you will, partnering. But also the AI creators and just the, whatever they're doing, these creative modules are getting better. And so one of the things that I stopped at a year ago was generative AI artwork. But it's come a long way. I see a couple of you nodding. Right, it's like, what is that? You know, it looks like a robot created it because they don't do people well. So I was actually getting ready for this presentation and I asked Microsoft Copilot, how can I insert PowerPoint slides and keep the original formatting? Because believe it or not, I'm a putz when it comes to creating PowerPoint presentations. And Napa sent me this beautiful template and I could not get my slides to go into their template. So I asked Microsoft Copilot, which is AI, how can I do this? And at the end of it, it's telling me what to do. It generated these images. They're not too bad, are they? It does look like maybe believable, kind of unique, illustrative artwork. All right, you know, could you have spent hours doing that in another program, in Canva or Adobe, the Adobe Cloud with a human being? Maybe, but those are not too bad. I mean, maybe I would even use one. Well, I did, I put them in this PowerPoint, right? To make the point. Let's see what else I've got. So in partnership with Copilot, which is Microsoft, they are partnering with a company that's part of ChatGPT, that open AI, called Dolly. And so I didn't even ask for these. I asked it how to fix my presentation and it gave me these images created in Dolly. So you're gonna see that in a couple of other instances. So, here are some other images that it spit out. I mean, I don't know if you find these comical, but I did. I said, create illustrations for the following concept, sharing ideas in a room full of other financial services professionals. Well, this is what you look like to Dolly. All right, there you are. Is that how y'all look? It looks like they're all kind of like Stepford Wife clones. Did anybody of you see that scary movie where they're all like looking the same and perfectly groomed and, you know, all in the blue suits, an occasional woman with a ponytail? This is what Dolly thinks sharing ideas in a room full of other financial services professionals looks like. So, you know, it's still getting there, but all right. So, let's see what else we've got here. We talked about branding as a springboard. So, my team is asked to do branding packages. For instance, we have breakaway brokers who wanna join the fee-only fiduciary community and they'll say, we have never been business owners before. We need a logo, we need a website, we need an origin story, we need all that. So, they'll hire us to help them with that. So, one time a company came to us just recently, earlier this year, and they said, we have a vision for our company. And we generated the logo, the idea, in ChatGPT and I'm groaning, I'm like, oh my goodness, no, are you kidding me? But it turned out pretty good. So, spoiler alert, it turned out good. So, humans and AI working together design a logo concept for Altairi Wealth using a mountain peak, the North Star, and the Northern Lights as visual elements, okay? So, this is what Dolly is now gonna show us. I couldn't find the ChatGPT generation from the original ideation, but this is pretty good. All right, did it do what I asked it to? It did. Look, there's the Northern Lights, there's the North Star, there's a mountain peak, there's a company name, it's even spelled correctly. Sometimes Gen AI doesn't get it spelled correctly. It'll transpose a letter or do something wonky. So, you know, it created a couple of different ideas for me. All right. Now, can a human being make this better? The answer is yes. A skilled graphic designer can make this better. So, let's see what else we use ChatGPT and Copilot for. Create a story for why Altairi was the name of the company and it gave us some great ideas for metaphors for a mountain peak, a North Star, the Northern Lights, and altruism. At the heart of Altairi Wealth is the commitment to altruism and something about the firm's beliefs. We use this as a springboard. Now, this is not lazy. This is being more efficient. Did we give this to the client without polish? No, that would have been lazy. But it gave us some ideas of like, huh, how can we create the story of the company logo and the company name around this idea of the Latin word alter, to change, to transform. So, this just made it easier for us instead of Googling around, we're actually able to leverage AI to give us a springboard to do more better work with our human brains, leveraging the AI. Design a homepage. This is what it felt would be a good homepage for Altairi. Well, all right, that looks a little bit mystical to me for a wealth management firm, but all right. Yeah, here's a few more. There's where it was like doing the typos and you know, they call it Greek-ing or lorem ipsum. All right, well, you know, still our client is not gonna go for that. It's just a little too out there for them. So, here's how it really turned out. It's a little edgy still, but it's not that edgy compared to what you just saw. All right, so, let's see what's happening here. There we go. All right, so this is what their apparel looks like. They have the Northern Lights. It's animated on a wall in their office. You can see that in the lower right. Their PowerPoint deck, their one sheets, their news release, their business cards, their color palette. A graphic designer took that ideation that they sent to us from ChatGPT and turned it into something a little bit more appropriate. So, this just rotates and you can see some of the way that we have applied it even to chocolate boxes and to billboards. All right, so, it turned out pretty well. So, we used these tools when we created the Altari brand. We started with ChatGPT for the logo ideation and the tagline ideas and the firm story ideation. Then we took things into our Adobe Creative Suite, which is a professional design program that lives in the cloud. We also used some Canva for photoshopping the headshots and creating more applications with the logo. We used Canva for the first draft of the website to get the client to buy into the beauty of what it would look like before we committed it to a website developer. We created video. We did social media graphics in Canva. Canva is a great tool because you can drop out backgrounds, you can add different elements, you can look like Stacy was saying, like you actually have a graphic designer on staff, but do it yourself. Okay, we use Weebly, actually we use Wix for this website. We like to use a do-it-yourself platform that's a drag-and-drop for creating websites. You don't always have to pay a big, you know, web development team to create something on WordPress or Webflow or those other sites, and some of you may be using turnkey solutions like FMG, but to each his own. We chose Wix for this site. We use Fireflies, ChatGPT, and Word, and ReWord, and AdvisorX for copywriting. We use Zencaster and our iPhones and Final Cut Pro to create a video, a signature video, and then we're curating their videos on Vimeo, which is a kiss and cousin to YouTube, but we have more control. Okay, so that's how we created the deliverables for Altari. We put out a news release on BusinessWire for syndication. We pitched to the media using software called Agility. We use Google Suite for analytics and PowerPoint for the pitch deck. Now, news releases are great for online visibility. You can write it as if a journalist wrote it about your company. If you have a milestone, an announcement, an award, we happen to use BusinessWire, but there are a number of other business news release syndication services that will give you that big pop of visibility online. So you can go see it live. Here's Michelle, you know, one of the photos that we artificially put that background in. She was not standing in the forest, but we popped that in in Canva, and here she is in the studio, and here she is when we popped her into Canva. Just dropped out the gray background. Here's their website. Doing that pretty nice, pretty proud of that one, and then in a minute I'm going to talk about how we create the Napfenation podcast, but before we run out of time, Thomas, I imagine you have a few things to share. You want to come up and tell us how you're using technology and generative AI in your business. Thank you. Well, are there any SEC football fans? Okay, I dressed up as your worst enemy. I'm a Tennessee fan. I'm surprised on Halloween more people didn't drop in. I know what you're thinking, like, oh, we better clap for this guy. He may throw a mustard bottle at us. That's a Lane Kiffin joke. Okay, so yeah, actually this is perfect segue into the podcast. So Marie Swift of Impact Communications helped me launch my podcast. I'm in Knoxville, Tennessee. I have a retirement niche. There's a retirement community outside Knoxville called Teleco Village, so my firm is called Retire to Teleco, and I specifically want to work with pickleball players in this community because they're active, if they're active they're healthier, they're living longer, they're healthy, they're kind, and so my podcast that they helped me come up with was Match Point, How to Win the Money Game, right, so kind of leaning into that pickleball theme, but really a few things that I would say as far as helping you get to where you want to go. I like the presentation, the keynote that we had this morning, the decide versus doing, right, so that you're probably all in that deciding phase by sitting in here, but I would just try and transition to that do. Find something that you're gravitating towards, whether it's podcasts, blogs, video, whatever calls to because it has to be enjoyable, otherwise you're not going to sustain it, and so if you can sustain it, the consistency in your efforts really where you're going to see the compounding, right, it's like the get-rich-slow, so in the beginning it's really slow, you get no traction, and then eventually you're getting to a point where, you know, as JB was sharing and Stacey was sharing, where like your work is compounding. My medium of choice, podcast, I actually put on YouTube as well, but through their coaching and help it gets repurposed everywhere through Libsyn to Apple, Spotify, but my favorite has been YouTube, and as far as helpful tips or technology, I would say I really like the book Who Not How by Dan Sullivan and Dr. Benjamin Hardy, and so I actually wouldn't get too worried in the weeds about technology, or like I wouldn't make, Carl Richards would call that a place to hide, right, I think you just need to do it, and there are people who are way better than us at editing videos, if you're not, I mean CapCut and Descriptor are really good starting points if you want to dabble it, but it's also really, it's really cheap to find a professional editor that can, like you're just the subject matter expert, you do the recording, you send it to them, and you don't have to think about anything else, and they're doing the editing, the thumbnail, the title, they're publishing it to YouTube, and that's where I had the most enjoyment, and also the nice thing about this, because I was doing some static ads for this retirement community in a local newspaper, but the thing about that is like you do the ad and then it's gone and no one ever sees it again, but the YouTube video, you're creating this library of content that exists, and I started realizing when I started getting clients in the Pickleball community, they would introduce me to other people in the Pickleball community, and they're like, and he even has a YouTube channel, and so they're like, you know, so it's like selling, it's working for me, every video I create is like a little miniature me that's working for me, even when I'm not, even when I'm sleeping, so I don't know, is there anything else? I love every minute of it, come here Mr. Pickleball, all right, let's get this group right here, all right, thank you, round of applause for Thomas, thank you Paulus Thomas on his YouTube channel and social, okay, if anybody, if I forgot to give you a goo-goo and you deserve one, you can come get one later, okay, so we're in the homestretch, we have just 15 minutes left, are there any burning questions or burning shares right now in the room, yes? You are brilliant, thank you for teeing that up for me, so I'll repeat the question, so what's your name? So Cynthia creates so much original content that she's worried about uploading it to a generative AI tool, what about online, are you worried about it online? Okay, she's not worried about it online, but she is worried about uploading her original content into a generative AI tool like chat GPT or reword, because you're worried that it won't be attributed to you and it's your intellectual property, right, did I get that right? Say again louder, it's online, do you have a copyright on, okay, so she has a copyright notice on her online content, right, so I recommend that you actually put a little something like that when you upload your articles into chat GPT or reword, this content was originally created by Marie Swift on this date and published on her blog on this date, you have a fighting chance that it will come up as a source, I'm known for this thing talking about the peso model, paid, earned, shared and owned, any of you who have been on my NAPFA playbook series, which I did for five years for NAPFA as a training module, know that I harped on that paid, earned, shared and owned a lot, did I create the concept? No, did I make it a signature speech? Yes, so when I started googling around for tell me about the peso model, chat GPT was telling me things that it had sourced from articles that I'd written for NAPFA advisor and for Forbes and financial planning, so then I said hmm I'm gonna figure out what I can do to give myself a fighting chance, maybe I don't upload my original content to chat GPT anymore but it's going out there and the chat GPT is searching the web as all of these are, think of them almost like you know search engine tools on steroids, right? So if I want to take a trip with my mom, I ask for publicity on my phone to give me a route to go on a trip with my mom to Zion in Utah and it does a beautiful job instead of me pecking around and going to different sites, it gives me the links and I can decide, right? So try that and see if you feel a little bit more comfortable and maybe try a couple different platforms other than chat GPT. So did that answer your question? Okay, so when I hear crickets going off on my phone that means that's my 10-minute warning. All right, yes. So adding more, you're saying, I'm not sure I heard everything that the question was. So adding more online and what's the concern? Okay, I got you. So it's called spider web marketing, it's cross-linking. So think of your website as your hub, it's your digital storefront and everything else is a satellite floating around this big satellite, you know, your hub, right? So every time you're in an article, try to get a link back to your site and then put it on your website and link back to that article. Every time you write a blog, do internal cross-linking from one blog to another. You'll see that publications do this a lot, you know, Forbes will say, you know, keyword this and it'll link to a previous Forbes article. Try to keep people on your site or cross-link to high-authority other outlets and that'll lift you up in this spider web, this digital spider web. Is that what you're talking about? Anybody else understand or want to add? Yes. Another great question. So am I going to have a lot of content that's very generic that will water stuff down if I'm using generative AI? Yes, if you use it verbatim. It's going to sound like you didn't write it. We all have our own style of writing and speaking, but if you take that as a kernel, as a springboard, and then spend whatever amount of time you have, 15 minutes, an hour, to make it better, then suddenly you're going to have something that reflects your voice, your authenticity, your expertise, and that AI content might only be 30% of what you end up using. Does that answer your question? Okay. Yeah, J. Beek. If you're going to keep talking, go ahead, but just go ahead and keep talking. Okay, so... I want you to keep talking. Okay, so if you go and add to it, then put it back in, see what it spits out. So you can customize, but you might also just have, I got an idea, but I don't know where it goes. Like this gentleman's question, like I'm not sure how to really articulate it, but it's a place to start, and then, you know, so it can be a generative process until you find something and go, that's my voice. Okay, I like that one, as opposed to just say, write something on retirement planning, because, you know, it'll just give you anything. Yeah, I would say the biggest risk is canned content. When you buy it from a provider, and many other advisors are using it, at least take the time to change it up, change the headline, put a preamble, add your own voice to it, because search engine spiders hate duplicate content, so unique content will make you come up higher in that search engine optimization, that spider webbing that happens. Anybody else? I saw a hand over here. Back here in the back. Would you hand the mic back there? Let's get everybody on the mic, just in case some kernels of wisdom come out. Hey, everybody. My name's Alex Williamson, and I think that there's been a lot of great discussions and questions and topics, and you sort of have, you know, these generic topics of retirement planning, and generative AI is really good at producing content, but how do you get that content to sound like you? How many of you guys have heard of a brand story or a brand script? Anybody? Yeah, so that is the most powerful tool. It's like, how do you get your DNA and your fingerprint on everything that you do and say? Because the human brain, and I love it in the keynote this morning, is designed to survive. So any content that goes out that's not directly correlated to helping clients survive or thrive, they're not hearing. And so that brand script, it really comes down to the principles around story. There's a character who wants something, they have a problem, they don't know how to achieve their goals, otherwise they wouldn't have these problems, they wouldn't need you as an advisor. But you have a character who wants something, they have a problem, they can't do it themselves, they meet a guide, that's you, who meets them with authority, like we heard about in the keynote this morning, and empathy. So meets them with empathy and authority, gives them a plan, calls them to action to find success and avoid failure. So that is the seven pillars of a story. You see it in every book, every movie. So how do you get the most out of generative AI is you become crystal clear on your story and how client is the hero being able to accomplish their goals. And the differentiator this morning of the keynote, one thing that if I could add anything, it would be aspirational identity. Who are they becoming? The human psyche and heart and mind, we're all made to transform and transcend. Where's the identity of your, before they engage with you, after they engage with you, who are they becoming? So if you get really crystal clear on your brand story, how the client is the hero, how their success, they're winning, the three-step plan, so keeping things really simple, concise, you train that chat GBT or bot to know you really well in the story. So every piece of content that comes out is about things that are going to help them, but when it comes to you and how you engage, it all comes back to the story. So you're talking about prompt engineering and having the human brain supplement what you're putting in to prompt the AI. And thank you for that. I missed this morning's session, but I've read the book, The Story Brand by Donald Miller. It's highly recommended. It's the hero's journey that you're describing. That's brilliant. So prompt engineering, when I have my next-gen digital natives do prompt engineers for me, prompt engineering, I'll tell them what my goal is, and they'll write maybe 400 words of what the prompt is, including they might even put in some of that brand story elements, the avatars, and they'll actually do quite a bit of work to engineer the prompt to get the right outcome. So we've got three minutes left, and what I'm going to do is I'm going to show you here in purple, red, and green how we use human, tech, and AI together for the best outcomes for the Nat Finition podcast. Now, not all technology has AI baked inside of it, right? There's technology, and then there's technology that has AI baked inside of it, right? But it's all technology to some extent. So humans are trumping everything in technology and AI because we're driving the outcomes. So what we do is first we select a guest, and we work out the script and the questions, the timing. We record the session using Zencastr and a Yeti mic. So notice in red, Zencastr is technology. Yeti mic is a piece of equipment. It's technology. There's no AI in there. We transcribe and summarize the recording using Firefly's AI. Green, it's AI. We massage the AI-generated content and finalize the write-up. Then we massage the Zencastr audio file in GarageBand, which is technology, no AI. We publish and syndicate using Libsyn for our syndication platform. Then we add it to the NAPFA learning platform. No technology there. We create graphics in Canva. We're not using the AI component in Canva for this. That's why I've got it in red. And then we promote on social media, which is not AI-driven. These are technology for the most part. In the NAPFA process for the podcast, we're only using AI for the summarization of the session itself. Okay, there's my second crickets. So let me do this. We talked about the other alternates to Firefly's. That's why I've got an asterisk by Firefly's AI. Jump, Zeppelin is another one. It's new. I haven't tried it or heard much about it. Zox, we talked about Zox as an alternative to Firefly's. But there's also general AI programs. I think JB, you mentioned Otter AI. There's also Fathom as Firefly's alternatives. There's more in this deck, and I think it's self-explanatory. There are resources at the back. We have a break now. I think we're headed to lunch. So if you want to come and pick my brain, maybe Thomas and Stacy and JB, you can hang around for a little bit. But let's keep the conversation going. Have a great rest of the conference, and thank you for being here.

Generative AI

Content Creation

Marie Swift

AI Tools

Human Creativity

Video Editing

Intellectual Property

Search Engine Optimization

Personalized Brand Voice