Jeff Ross (02:51.246)
Hello. are you going? I'm brilliant. How are you? I'm good. Just chatting with your beautiful wife. Yeah, last day. Yeah, I know. How sad for her. I mean, exciting, exciting, but you know, mixed emotions, think. Closed chapter. Yeah. Yeah. She's telling me about all the next steps, which is exciting. Yeah. We've got some very exciting things on the horizon. Yeah. Sounds like it. How are you doing? Blahed out like a lizard drinking.
Yeah, it sounds like it. feel like you're all over the place. Got lots of stuff happening. Yeah. Yeah. Yeah. Lots of good stuff. So that's good. Yeah. So, before we dive into this, I've actually been given a really extraordinary opportunity, in this podcast space. So since I've really started, I don't step up and, you know, shining in the AI social selling space. Like I've been on some virtual events and sp - you know, I've been as a speaker there for some AI
I've grabbed the attention of the LA podcast Tribune network. And basically they're positioning me as an ambassador for them for Australia, because they want to open up and they want to support Australia podcast in this space. basically they've given me, basically they're going to give me all these virtual speaking events and bring them in and all that sort of thing. And they're going to publish my podcast on their LA podcast Tribune network.
with 1 .6 million monthly downloads. Yeah. The LA Tribune is the second biggest paper in America. what they're looking for are they're looking for other podcasts. They're looking for introductions. Is that something that you'd be interested in? Yeah. More than happy for you to connect me. if, if, like, I mean, I'll, I'll check them out. haven't heard of them before, but yeah, I'm more than happy for you to.
Michael Silvers is my mentor and his business partner is Mary Glorifield, which is Tony Robbins event manager. Yep. I know Mary.
Jeff Ross (04:56.632)
So I will, what I'll do is as soon as we do this interview, I will jump on and I will set up the old three way group chat. I'll do introductions and see where it goes. Awesome. That sounds great. So I'll also introduce you to, I'll also introduce you to Karen Hall. She's basically the head of the, the women's part of this for the women's for the, for the LA podcast, LA Tribune podcast network. It's a mouthful. So
So I'll do those introductions and no expectations, but we'll see where it goes. love it. Awesome. All right. Well, thank you for that. I appreciate it. No, I just, I just know, you know, you've been doing podcasting for a little bit now and, you know, I thought there'd be a really good opportunity for all of us. Yeah. Yep. well, I think we're up to, what are we in now? Recordings to 200. Wow. And then 45 episodes. So yeah, it's, that was about four years now.
Yeah, I think it's about four years. We did our 200th episode and I had to think back and I was like, my gosh, I can't believe how many we've But, you know, like this morning I did an interview, don't know if you know Kenya Kelly, who's one of the top TikTokers and she came in to talk about TikTok today and, you know, Mike Stelzner who runs Social Media Marketing World and, know, Phil Mershon came in recently who also,
he runs the events for Mike. So, you know, and Mari Smith, there's some super cool people that we've been able to connect with, which is, obviously I'm just saying the amount of doors it's opening up already in these very early days for me. So I'm just going to shut my door to my office because the kids are home and I will, get started this year. thing.
Jeff Ross (06:48.494)
All right, well, this has been recorded. So I will definitely make sure we edit all this. So what I've done is I've done the smart thing. I've gone ahead and pre -recorded about 16 episodes to bank up. So I've got a bit of a buffer, but there's certain episodes, especially like this one that I will get published out within the next month. And once it's published, you know, share the show notes with you and all of that sort of thing. And do that.
Well, what I might do too is just connect you with my team afterwards so that, you, when the podcast comes out, they can share it on our socials. Cool. Yeah. Happy to do. cool. All right. Let's get started. Awesome. Well, thank you very much, Sam, for jumping on for this awesome interview here. It's the podcast show here. Sorry. I'm running off about three hours sleep. That's all right. All right. Take
Well, good day everyone. Thank you very much for tuning in. This is the Laptop Lifestyle Dad Show. And I've got my awesome friend here, Sam Hines from Auxano Marketing. And I've been following Sam now for, geez, it must be close on a decade. You know, I saw when you first started some of those conversations we had back when I was running RippleX Marketing way back then. And I've just seen you step up and shine, go through the evolution.
from starting out as a solopreneur to setting up your own agency with running a team and going to big events, talking at some pretty big, decent events around the world on social media strategies and in the direct selling space. So for those who don't know, Sam Hines is the owner and founder of Oxxono Marketing. And it's my absolute pleasure to be able to host this interview, Sam. So thank you very much for saying yes and jumping on board.
such a pleasure, Jeff. It's, I'm excited to be here today and I'm super passionate about this industry. So any opportunity to serve and help people grow their businesses. I'm all in. Thank you very much. And so what I've seen in this space lately, especially with this whole AI revolution and it is a revolution. It's something like the, internet was in the nineties. And so I saw the space, saw the need to be able to put together a podcast, to be able to interview experts like yourself, to be able to serve our communities.
Jeff Ross (09:07.718)
are in this AI, but more importantly, the social selling space for the network and affiliate marketers. Like I know both of us are in the game and both of us are using social selling strategies to be able to support our teams and our networks. But I love to basically start here with sharing your story, your hero's journey, like where you started, where you are now and all of the trials and tribulations to help you get where you
And yeah, the challenge here is to share your story in about three or four minutes. Yeah. Good luck to me. Hey, I actually, I'll tell you really quickly. I, I've got a podcast, of course, which we were just talking about. And, I was, interviewing a founder of a direct selling company, one of the biggest companies in the U S yesterday. And I had 30 minutes in my, calendar for this, podcast.
And an hour and a half later, he finished telling his story. And in the meantime, I've like canceled two other meetings and texts while he's chatting. So yeah, I know that's exactly right. Good thing everything's digital, right? So look, the thing is, you know, it's very unique. The position that I'm in now and Jeff, I remember, you know, meeting you and connecting with you back, you know, when I first set this business up, which was almost 10 years ago now. I remember
was such an inspiration to me because you had built, you know, several businesses online using back then, you know, Facebook adverts. And I remember you and I sitting in my little office and another part of town and you were sort of running me through a bunch of stuff and teaching me some things because I guess, you know, this is a story I tell today, which is I'm an entrepreneur who is passionate about what I do, but I also have,
sort of live that life of feeling like I'm not good enough. I don't know enough. No one wants to hear from me. And I know that so many of the people that I get to reach every day who are trying to grow a business of their own is also living that same walk where they're like, am I good enough to do this? Do I have what it takes? You know, am I smart enough? Yeah. How do I compare with the rest of the world? And, know, that's been my story for many years. I actually started my first direct selling business when I was 14 years old.
Jeff Ross (11:22.382)
I grew up alone with my dad and you know, we went through, you know, it was a really difficult time. My dad was a business owner. He was always looking for ways to get ahead and, know, seemingly was never really able to, was always kind of struggling. And when I was 14 years old, I was sort of at that age where I desperately just wanted everything that any 14 year old wanted back then, which was, you might remember the time it was Levi jeans and Doc Martens shoes.
The 90s. was what I wanted. And they were pretty expensive items back then. They still are now. I've still got my favorite Levi jeans on right now as we speak, because for me, it's, it's such a reminder of, know, how far I've come. And I've got the Doc Martens sit next to my desk at home. But you know, the, started my first business because I wanted to have some financial freedom at 14 and you know,
There are very few industries you can step into. You can have a business in with very little, if no overhead at all, and really get rewarded on how hard you work. And one of the things that I learned to do very early on, and by the time I was 16, by the way, I was one of the top 10 consultants in the company that I was with in Australia. And I learned to network. That was, I learned how to network. I learned how to build relationships really quickly, how to create curiosity and intrigue, how
most importantly, get people coming to me saying, how do I find out more? Because I knew how to tailor what I had to the needs of other people. And, you know, this was something I became very good at very quickly. And I moved into a marketing and sales career where I was for 11 years. And it was off the back of that when I first met you, as I was transitioning out of that career and into my own business. I saw a space where
business owners that I was working with every day was struggling with this whole social media thing. And it was something that fascinated me because it brought into the forefront networking. is, you know, it's kind of like networking on steroids and, and connecting with people and building relationships is what I love. It's what I do. But I suddenly saw this opportunity to reach people we didn't ever get the ability to reach before. Like now I could speak to someone.
Jeff Ross (13:39.456)
On the other side of the globe, I could, you know, message somebody that I hadn't spoken to since high school and had no other way of connecting with. opened up the opportunity, but a lot of business owners saw it as something to be overwhelmed by, scared of, they felt left behind with. And, you know, I'm going to be really honest, Jeff, like when I met you, you know, that one of my challenges was, and for many years was I don't feel like I'm tech savvy. Yeah. But I can see an incredible opportunity that I want.
to help people tap into. if nothing else, I understand what it is to feel like I don't get it because I had to learn this myself. And so in that first year alone, I spent over $50 ,000 learning from the best people in the world. And I traveled to America. you know, and I do that now on a regular basis. you know, learning is a critical part of what I do, you know, as you know, things move pretty darn fast. So, you know, I've come from a place of not being
tech savvy, or at least feeling like I'm not. have had to pull on the resources around me. I've had to learn. but now, you know, we are, we're actually direct selling association members in Australia and the U S we are not tied with any particular direct selling company. So I'm not a consultant or distributor anymore. what I do is I work with companies all over the globe to help teach consultants.
My job is if you are running a direct selling business and you want to grow your business, I help you do that using social media. So we simply educate. Now we teach, we gain the knowledge as fast as we can. We teach it as fast as we can. But we're also connected with, you know, literally dozens and dozens of companies all around the globe. know what top leaders in the industry are doing that's working and we're able to re communicate that. And the beauty of us being involved with so many different companies
We're seeing all the things that work and don't work. Not just one or two things that one company might be using. And so we're able to help to grow the industry as a whole. And again, this industry changed my life. It's changed yours. know, cause I've seen so many amazing things that it's done for you and your beautiful family. And so I'm really passionate about helping other people get that same benefit. And so if we can help people learn to grow online and grow an amazing business, that's what we
Jeff Ross (15:56.59)
And as a coach now stepping into this space, one of my taglines is basically helping people get out sucks bill and help them to get the awesome town. You know, Australian. Yes. That's the brand. It's very strong. I like if I showed up on my podcast doing that, cause we've probably got about 80 % us listeners. I know have to explain things all the time, but they love it. Really look right into it. So, and I find myself, you know,
you know, using AI to come up some really clever copy with the AIs with the Australian slang. And what it does, does it starts conversations and then helping it. And so it's like taking that content from being aware to that engagement level. And yeah, that's where relationships happen. Right. So, yeah, so, yeah, let's shift gears. Let's talk about this AI space for a second, because you either love it or hate it. And while you're in the overwhelm, you don't know where to go. So where are you? What camp are you in? Look, I'm in both camps. I think,
We, know, while we, social media has been a big thing, you know, organic has been a big thing. AI is a big thing and it is getting bigger. And yeah, we've done a lot of work of recent times. you know, with, again, some of the world's top experts on AI, were in, San Diego earlier again, this year, at social media marketing world, connecting with a few people, in this space to hear about what's coming, what we need to be aware of.
You know, I mean, I'm in two spaces with this because again, I'm going to come from the stance of, of, know, we've got thousands of people in our memberships that we're working with every day that are trying to grow their business in this space. And I know for a fact that many of them feel completely overwhelmed and left behind by this AI space. But what I also know is it's an unbelievably amazing tool that when used correctly can enhance who you
Yes. But when used incorrectly, and I'll tell you exactly how I think it gets used incorrectly, it can totally be the downfall of your business. And the way that I think people use it incorrectly is they use it to replace themselves. 100%. And that's where I think we need, it's all about educating people in the right way to use it. We've recently done some master classes in some really cool ways to use AI. And as you know,
Jeff Ross (18:19.358)
if, if you use to, you know, provide you with useful information and, as a gap analysis tool, you know, man, can save you so much time. but we've got to, you know, it's not, it's not to be used to replace you. I've, I've started talking about something I call humanology, is like, you can humanize things, use AI to make you even
an even better version of you. Some of the terms I've been throwing around at the moment, it's like, it's too AI -ish. You've got to humanize it. I also like to call it average intelligence, average information. Yeah. I've got a few other, a few other things I think AI stands for. No, get it. But it's an interesting space. Like it is a revolution happening. I believe it's something like, you know, the, incident of the 1990s and it is going to shift the game. already
but it's like the old pendulum swing. We've got to go from the left to the right to find the powerful middle ground. you're right, it's not a replacement by any means. Like one of the taglines and marches we have here at the Laptop Lifestyle Dads community is it's AI plus our heart equals our superpower. And basically the story I've been using at the moment is think of a hammer. Like I could put that hammer in a builder's hand and I'm going to probably get a house.
But if I put that hammer in a master builder's hand, I'll probably get a cathedral. Like it's garbage in, garbage out, put great stuff in and leverage it, it can get some really cool stuff out of it. Super funny you use that analogy. I'm a big analogy fan by the way, because I believe that when you paint a word picture, makes it so much easier for people to understand. And so, you know, I'm always looking for great analogies and I know our community, you know, get super excited when I'm like, I've got a new one for you guys.
It's funny you bring that one up because I was speaking at the direct selling association conference in, America in Utah in March. And, when I was there, used a hammer analogy. Here's what the analogy was. You want to hear it? So I was talking about AI ironically, and I was trying to explain to them that when you try to do everything well, you do absolutely nothing. Well, right. When you try to do everything, you do
Jeff Ross (20:37.798)
And we were talking about how there are all of these tools out there. You've got, you know, Facebook, Instagram, TikTok, LinkedIn, Twitter. you know, you got reels, you got stories, you got profiles, you got pages, you got groups, and then you add AI into the mix and everyone's going, you know, what's the next shiny object? Yeah. Yeah. we're not getting anything right. We're not actually growing our business. We don't have a strategy and a plan in place. so I use the analogy, it's kind of like with a hammer.
You know, over the centuries, a hammer has been used for many, many different things, but you don't have to know and be good at using a hammer for all of the different things. Falling a tree to chiseling a rock to building a house to building a tree house or a cubby house. would call it in Australia tree house in America for our American friends. you don't need to know all of those in order to be able to use a hammer effectively. A builder.
can come in and build a house and change lives. But they don't know how to chisel a rock, right? Into a statue. And it doesn't, you don't need to know all of the ways to use AI to be effective with it. You need one way that works for you in your business that gets you growth that's going to be effective. So I guess what I was trying to get at with that is, know, what's your one way of using a hammer?
that is going to be effective for you, but don't try and use it for all of its uses because that's not relevant. Yeah. Go become a master, not a jack of all trades. And it's very focused, you know, follow one course until successful. Yeah. Love it. So, you know, I've, I know, and you know, been in my circles at the moment, you know, Facebook algorithm has shifted and you know, there's some big organic reach things that, the game shifted, right. And what it's shifted to is, is now from my understanding,
is the algorithm for Facebook is now driven by AI. And one of the things that it's now looking for is it's looking for AI. know, they're really sort of subtle, well not so subtle, you know, discerning patterns and flags, like, you know, with the chat GPT copy and paste job, you can see the asterisk, asterisk emoji, emoji, and then emoji every paragraph, da, da, da. So I know this is your jam, like this is your space that you know a lot about. So Yeah, how long have we
Jeff Ross (22:54.766)
Probably 20 minutes, but I love to dive in here in a very short snapshot. For our listeners here and just give them some tips to be able to help them to, for better words, humanize their content. AI, what we teach here is it's AI is a very powerful tool to help you build your personal brand and do the market research and help you with your content marketing from a customer value journey and service like adding value, like real value, not just fake value.
And one of the things that we always say too is, you can't replace this. You cannot replace the human to human engagement and the human to human interaction. I don't care who you are. Trust me, I've tried. And you cannot do it. because people can see through the fakeness, they can see through the BS. And so when you can be just authentic, be real and add value to a community and serve them, know that's what Facebook are really after.
But I love to deep dive into this a little bit, just with your sort of knowledge and expertise and wisdom. So how would someone who's using AI in a bit of an amateur style and call it what it is, but how can we support that person to empower them and equip them to be able to help give them what they need as a tool to be able to help play the game with Facebook? Yeah. I want to start with a little bit of background knowledge, if that's okay. Because I think
You know, in order to be able to be successful in this space, you first need to know what's going on and being armed with knowledge. Now I will, by the way, be the first to say knowledge is not power. It's potential power. it's only power when we pick it up and use it. And, know, I'm just going to encourage people. I talk about lifting up the weights in the gym. If you get given by your personal trainer, a plan in the gym to go and lose weight or gain muscle, and they give you the plan and they tell you what to do.
And you sit there and you steer it the way it on the ground. And then you get mad at them because it's not working. They're going to say to you, you have to pick the weight up. Me telling you how to do it isn't going to help you. but also, and this is a really important one for social media, you know, again, which we're dealing with a lot of people that understand the whole losing weight journey. So I'm going to use that as my analogy here for a second, but you know, you're not going to go on a weight loss journey and eat seven apples in one day.
Jeff Ross (25:14.882)
But you know that if you eat an apple every day, then they have a better impact for you than eating them all at once. And it's kind of like that with social media. People like to show up and kind of just, you know, give it a go for a short period of time. And then they get kind of mad when it doesn't work. And then they come to you, Jeff, or to me, and they go, you, told me what to do and it didn't work. And you'll ask the question, well, how many times have you lifted the weight or eaten the apple? I did it, you know, five times or seven times. You're like, great. Consistency is.
key. And so if you're using social media to grow your business, you've got to be consistent because you know, it's that one time that you're about to walk away and stop that you might've been like seconds away from getting the breakthrough that you needed. Now, I want to talk about unconnected distribution because you tapped onto something just said, it's really important to understand. And one of the changes that's happened with Facebook in the last two years is a shift in the way we're distributed content. And you alluded to the fact
it is being just, it is being delivered through AI and that is true, but it's something we call unconnected distribution. So we passed, and everybody was delivered content based on their connections. So it was either you're being delivered content for one of four reasons. Number one, because it was a personal profile that you are friends with a business page that you follow a group that you're a member of, or an ad that you were targeted by. They were the four ways you were delivered
But a fifth has been introduced in the last two years. And that was by a good friend, Mark Zuckerberg, who decided he wanted to shift things up. And he said, we're going to go with unconnected distribution. so now 27, it's almost 28 % of all content on Facebook is delivered to you through unconnected sources. So you'll notice that a lot of your feed is coming from, and people are going, why am I seeing all these people they don't follow? I don't even know who they are. Who are these people?
It's unconnected distribution. And the way that it's worked out is that it is using AI with the algorithm, which is deciding through everything it knows about you. And remember it knows more about you probably than you know about yourself. we're not going to get onto the scary side of that right now. Let's just focus where we're focused, which is, know, how I'm getting my content. So the thing is that they know everything about you, which means that they also know what you're interested in, what problems in life, what you want to solve, what bothers you, what frustrates you, all of
Jeff Ross (27:42.144)
And so because of that, it's using it to deliver your content. knows you want to see with the intention of keeping you on the platform for longer and more frequently. Basically. Wow. Yeah. Now. So the thing that we've got to keep in mind here is if artificial intelligence is delivering us content based on what it knows about us, it therefore opens up an opportunity, which is Jeff, your content is now getting delivered to more people you weren't connected to for free.
In the past, if you wanted to reach people you weren't currently connected with, you had to pay for that privilege. No longer the case, but it does bring into play some problems. And that is that if you are not delivering content that the audience wants to see, you're going to be seen by even less people because now not only are you not guaranteed to reach the people you're connected with, you're also not going to be delivered to people you're not connected with for sure. So this then
makes it very important, of course, that if we're going to use AI, and I'll be very clear about this, if you're going to use it, you don't have to use it to be successful. But if you're going to use it as a tool, use it effectively to reach more of the people that you've got an opportunity to reach outside of your existing network. And so how can people do that? Well, the first question is know who you're reaching
My favorite way to use AI is to get clear on that. Yeah. Because AI will help you build a customer persona that helps you better understand who you're reaching and create content for that person. You're one of the prompts and you know, I'd be super happy to provide you with this prompt to give you listeners if you put show notes with this or, you know, pop it on social media. don't mind if you want to share it with people. But
We've got a little prompt that we use. It's called the persona prompt and it helps you figure out exactly who your ideal customer is. But also we ask it the question, tell me about their hopes, dreams, desires, worries. The idea is to learn more about them so that we can deliver them more quality content. so it's not about asking first, how do I get it to help me make good content? It's about getting it to help you first understand more about who you're delivering that content to.
Jeff Ross (29:57.738)
Yeah. Remember it knows everything about every user. So it's in our best interest to also know as much as we can possibly know about our ideal customer. Yeah. And like I know back to your, your marketing nerd days, what I had before service agency did before COVID, you know, the number one thing businesses struggled with and where they'll spin in their wheels with this, they weren't niched down enough. Their message wasn't nailed and definitely wasn't mastered. And they had no idea of who they were actually marketing to or why they were marketing to them.
And that's now that that's been true throughout the decades, through the centuries for anything type of marketing. So, And I know what used to go into, you know, helping develop customer personas and the research and the audience insights and, all of that, that we used to use before, you know, chat, GPT and Claude or AI now can put a prompt together and I can get it done in like 10 seconds, 10 minutes.
So like, it's actually funny you say that, you dive into nailing your niche and getting clear on your audience. Cause just actually come off the back of day two for our five day bootcamp that we're currently in. And that's what we do day two. It's all about going through, getting clear on your niche, not just the demographic or data, but the psychographical data, the stuff that triggers people and keep them awake at night. And once you understand that you can definitely serve from that and add value to your audience from that. That's attractive. That's what
to you. Yeah, absolutely. And then one of the things that you can do, and you know, if you're using chat GPT, for example, and you put this prompt in, and you ask it to help you create a customer persona. So and you know, tell me their hopes, dreams, desires, stresses, worries, all of that. And that's all in the prompt, you can then continue talking to it and training it. And one of the things that you can say is, you
And I wanted to mention today the importance of story selling and know, story selling story selling. So, you know, a lot of people in this, in, in any business, by the way, and I've, I've just had a really great friend who's got a business came in and saw me and said, you know, how do I advertise my business? And I said, by not advertising your business. do mean? I said, well, what do you do on Facebook? And he said,
Jeff Ross (32:12.59)
I scroll, I look at Reels. I said, right. So you entertain yourself. said, yeah. Social. And I said, what happens when someone advertises to you? And he said, I just scroll past it. said, what does it make you feel? And he goes, I'd not really thought about that. And the thing is that people will not remember what you said, but they will remember how you made them feel. Yeah. And so if your focus is on how do I impact people where they are, you know, where are my customers? What are they doing? And how do I show up, you know, in their world right now?
And that's where story is so powerful and so important. so sharing little pieces of that story along the way, and it doesn't mean you have to overshare. and I'll, I'll give you another analogy with this in a sec, which is the car crash, but we'll come back there. So just mention it to me if I forget, but the importance of course is using your story and your story doesn't have to be. Usually when I, when I first talk about this, you
people that I'm doing, coaching with will say, my gosh, I don't want to my life story. Like you don't have to share your life story. You've got a story from yesterday. know, every day's a story, every day's a story. And you know, one of my, first mentors, and I'm really passionate about, encouraging people to have coaches and mentors. So please make sure if you're growing a business of any kind, and you, for me, were a mentor at one point, Jeff, you know, we, I, you've got to have somebody in your world.
that you that can keep you accountable, but that you can also be inspired by that grows you. And that will change as the seasons change. But, you know, it's really important. This person said to me, note your stories down. Like when you have a conversation with someone or you think of an analogy or you think of a story or you just, you know, you have a little pondering even a thought. Yeah. Put it in the notes in your phone.
Yeah. You will forget those little things. It's like the little winds. You forget the little winds in life because they get eclipsed by all the big things that go on in your world. Right. Remember the little things, note them down. And I am in the habit of always noting these little things down because those are the things on social media that help you build that trust and people are not buying your products. They're not buying your business. They're buying you. That's it. So back to what I was trying to say here in a very long winded way. I'm sorry, Jeff. You're right.
Jeff Ross (34:35.89)
is AI can help you finesse that. So you write your story, use your words, use your personality, use your passion. But then after you've put your prompt in, put that, caption into AI and say to it, can you help me shorten this? Help me finesse this. Help me make this more interesting to Karen or whoever the persona, will name your persona by the way. whatever name it is, just go, okay.
I remember that back way when we first met, think I used to teach people that, you know, make sure you put a name on your persona. Name your persona. well, chat GPT does this. if you say create me a persona, it will name it by the way, any man associated with the persona is always Alex. Just a little FYI. Don't know why. She's married to Alex or, you know, her child is called Alex. I don't know why it's got favorite names, it will name it. And so you can come back and say, tell me,
How would you make this caption interesting and engaging for Karen or whoever the persona is that it throws back at you? By the way, you can ask it to rename it if you don't like the name. FYI. But I do want it a little nudge and just correct it. Yeah, just always correct AI, by the way. AI is not always correct. This is a common -
misconception is they assume it's right. have told it it's wrong so many times. I actually recently, asked it for a graph. wanted it to create a time zone graph for me. And, I said, can you create me a graph that's a downloadable Excel, or an Excel download that I can print? And I said, of course I can tell me what you want. And so I told it what I wanted. went through
had to correct it a hundred times. And then at the very end, said, great, give me the downloadable file. And it went, I can't do that. can't give you files. So I wrote back and said, yes, you can. And it went, so you, so you're, you're quite correct. let me try that again. And out it comes. And I just thought, you know, people assume because it's a computer, but it's always got it right. Yeah. One of the tips I've been teaching people now is, is treat it like it's a two way conversation.
Jeff Ross (36:49.132)
You get asked you questions, you ask questions and, together you'll, you'll meet in the middle and you'll get there. Yeah. And don't forget to tell the AI who it is. know, like, tell it how it's behaving. A really cool thing that you can do is actually, bring in multiple different, thinking caps by telling it to be a panel. Yeah. Yeah. Act like a panel. So you can actually say to it, I want you to act like a panel of.
let's say marketers and you know, you've got your marketing person, your logistics person and your, you know, CEO. I want you to have a debate about the best way to X and you can see it conversing with itself to work out, you know, there's so many cool things you can do. mean, this is a little bit more on the advanced side, but just remember that you can ask it to behave a certain way.
So be a social media marketing expert, be an expert content creator that knows how to get the attention of its ideal target customer. And now give me a post. And one other tip just to add to that too, is I will even say like act like you're, you're, you're working for Russell Brunson or you're Mari Smith, or, know, like just give it that next level flavor to sort of help bring in that mix as well. But look, we could go for probably hours on this conversation together.
How long have we got? Yeah, yeah. Yeah, yeah. We'll definitely have to come back for another episode. But just a couple of highlight points there, like the stories that the collecting stories on the way. I remember my good friend, Tim O 'Neill, you know, senior pastor of the Taylor Race Centre, he was the senior pastor, retired now. One of my very good friends and mentors in that space. And Sarah and I have just started an online church. Sure, if you're aware of
caught to take today's discipleship community and we've been using AI to help us to get the mission statement right, the values right, get all those core fundamental foundations right, yeah you know and all that sort of thing but we've also been you know collecting these amazing stories along the way and you know like so far like you know we started three months ago we're in eight different countries we've got 70 people now we've got our first baptism happening we've got three small groups happening
Jeff Ross (39:02.37)
Like it's just doors opening left, and center. And it's definitely a Holy spirit movement. but yeah, AI has supported me in, know, cause I'm like, I'm now running these, these messages on a Saturday morning to be able to, know, get into Bible references. And I actually just came across a connection by the name of Joe Thomas, Joe Thompson. he's actually the founder of easy messenger and, he's created this custom GPT that basically takes the entire Bible.
And basically helping pastors and you know, you had people putting sermons together to be able to put a message together and just take all the reference points and done in 10 seconds. Obviously back check it. You've got to add your own stories into it all and all that sort of thing. But it's definitely been a, a, godsend in helping streamline that process. Yeah. Yep. There's so many awesome tools out there for sure. the question is just what's the right tool for you and how you use it.
I want to just quickly mention one last thing when it comes to all of this. And, you know, I mentioned before about the car crash, you know, be very, very mindful about how you're showing up on social media in general, because the thing is that we can get attention in lots of different ways. And I talk about the story selling thing, you know, your story is really important, but remember as well, what I said about, know, people will remember not what you said, but how you made them feel. Yeah. And you know, like with a car accident, if you're driving along the highway and you see a car crash.
Everyone looks, everyone is going to look at that car crash. It's going to get heaps of attention. no one's running into the middle of that car crash. so when it comes to doing business, you might get attention on social media. You might have loads of followers. You got to ask yourself, how am going to do it the right way so that people are actually trusting me? They're going to do business with me. So not all attention is good attention. again, create a persona.
And make sure that you're tapping into the things that your persona cares about and use chat GPT or whatever AI tool you're using to help you better connect with that person for you. and remember it's not about it, writing it for you. It's about it finessing what, who you are. So could it do it the other way around, create it, or at least come up with some basics and then ask it to help you finesse that and make it better.
Jeff Ross (41:23.246)
because you know, human first, right? You've got humans at the other end of the computer screen, humans at the other end of the mobile phone, not computers. So, you know, be a human, that's what people want, that's what they need right now. More so than ever, right? Yeah, the world's starving for love and connection. And, you know, I got mentored by Ryan Dice there back in 2017. And, and one of his key things that he always used to say to us was,
H to H marketing, even way back then, it was so it's human to human marketing and focusing on that, engagement aspect of it. You know, hard to hard is what I call it. And yeah, it's, know, and you know, AI just is an enhancement. just serves that need, but it basically enhances good stuff, but it also enhances bad stuff. And so anyhow.
I said we could talk about this for hours. I think it's pleasure for you to jump you on this interview. I love geeking out with other social selling coaches in the network marketing space. It's so cool. This is a fun game. Love it. So for our listeners, you know, if they want to, you know, reach out to Sam and connect with you and, and, you know, get into your circle of influence, how can they do
We've got lots of ways. We've obviously got a podcast. So if you are growing a direct selling business, so if you're an MLM network marketing and party plan, any of those types of businesses, you can check out our podcast. It's called the direct selling accelerator podcast. But we've also got a free Facebook group called social media for direct sellers with Greg and Sam. We'd love to see you in there. And we share a lot of the latest Facebook tips and updates. Or of course you can just simply follow us at Oxano.
on either Facebook or Instagram. We'd love to see you in any of those locations. Beautiful. And I'm a member of actually Sam's free group and, and some of the information that she shares there is like, you know, one of the first people to bring it to my attention. I've been following Sam for a little while now. And, you know, just, you know, thank you for the, coaching and the mentoring that you've given me over the last few years without realizing it from afar. And, really, really appreciate it and very grateful for, you know, jump on this interview with you today. So thank you. Appreciate you.
Jeff Ross (43:31.0)
Thanks for having me, Jeff. It's been awesome to chat with you and I appreciate you and everything that you're doing as well. So keep going. You're doing an awesome job. Thank you. Appreciate it. All right, guys. Well, that's a wrap and thank you very much. And next episode, we'll be listening to a good friend of mine, Joe Graham. Now Joe Graham is a sales mastery wizard, more B2B, but in any sales, there's always lessons that we can learn from each other. And I'm really looking forward to that episode. So thank you very much, Sam, and appreciate you. Awesome. Thanks, Jeff.