Comment utilise la diffusion en direct pour présenter ses clients [EP 004]

Dans cet épisode, je parle avec Austin Distel, responsable du marketing chez (anciennement est l’un des meilleurs …

Welcome everyone to a brand new  episode of Behind the Upload.   Behind the Upload is a video podcast that  interviews entrepreneurs and marketers   about their video marketing strategies and  experiences, bringing you tools, tactics,   and insight you can apply to your own brand. I’m Joey Daoud, your host.

In this episode I speak with Austin Distel,  head of marketing at   is one of the best copywriting tools that uses  GPT-3 to generate short and long form content. We talk a little bit about  how exactly GPT-3 works and  

How all the new AI tools that have  popped up over the past year work. But the main reason I wanted to talk to Austin  was to break down the live trainings he does   featuring members of the community who share  their knowledge on how to use Jarvis better.

This video strategy creates both  community engagement and is a free   way to build up a powerful video  library to train future customers. One thing to note – at the time of this  recording they just changed their name   from to We mention  this in the interview but you might hear the  

Company refered to as  a few times. It’s the same thing. For all the show notes, links, and  transcripts, head over to Now – Enjoy the show So, cool! Thanks, Austin. Thanks for  joining me. Before we kind of jump into  

Jarvis and video strategy, I wanted to get  your explanation of what exactly GPT-3 is,   because for some of your previous videos, you  sort of had the clearest explanation that I’ve   seen of what it is, what it consists of  and what it can do and what it can’t do.

Yeah, so, I kind of think about, you  know, GPT-3, which ISO, the underlying   AI of what Jarvis is built on. It’s kind of like  your friend that has read most of the internet   and can kind of consolidate all of the blog,  post, tweets, and things that have been read  

Into its own new language. It’s completely  original and will not duplicate itself over   and over and over again, which is pretty  cool because if you are a content creator,   that’s what you want. You want to be able to have  a kind of global view of a topic, and then you can  

Inject your own creativity in it by using things  like tone of voice and by giving it structure. And, like, here’s where I use a story, and so  kind of what it does is enables you as a creator,   or a content writer, to be promoted from  like a junior copywriter into like more of  

A director-editor. And, and I like that. It’s  like you’re kind of outsourcing the lowest   or the most task-ful job. Because we know how much  work it takes to research alone, much less than to   get the first draft. And honestly, the biggest  procrastination moment is the- is the blank page.  

So many of us have a hard time going  from blank page to first draft. And so that’s what Jarvis  really like measures the gap on.   And then after that first draft is written,  now you can go back in and spruce it up with,  

You know, your own industry knowledge or creative  stories or, you know, personal experiences. And so   that’s kind of like why you’re able to- to get a  finished blog post or, you know, social media post   or email, or whatever it is you’re at writing,  done in, like, two to five times the speed.

Yeah, it really does help you,  like, sort of just like a- like an   exoskeleton for your mind, like, speed  things up. Now, I did one- with the   underlying tech with Open AI or GPT-3.  I think one video explained that it was-  

It had, like, scoured 10 percent of the Internet  from content previous to 2019. Is that accurate? Yeah, that is accurate. Yeah. And you know,  when we thought- think about what 10 percent   of the Internet is, like, I would reckon to say  about 90 percent of the Internet is private. So,  

Private being, you know, behind a paywall,  behind a member login. And so, you know, when-   when they have to say 10 percent of the  Internet, it’s most of just the public Internet. And does that include, I mean, aside  from obviously, like, articles,  

Blog posts, does that also include video, video  transcripts, like, what- what- what’s- podcasts?   I mean, what does the 10  percent consist of? Do you know? You know, I don’t know about the podcast. I would  assume if those podcasts have been transcribed  

And put on a blog post, then absolutely.  But I don’t think it’s like, ‘listened’   or ‘watched’ everything, but anything that’s  written, it’s- it’s gone through and scraped. Okay. And another kind of just general GPT-3  question. So, I mean, Jarvis is built on  

Using this technology. There are a lot of other  companies that also popped up that are using it.   How does one company use it differently than  another? Like, I guess, what’s the sort of   secret sauce between the companies using this  Open AI tech that, like, makes the outputs work  

Better? Or like, this is kind of like you an  explain like I’m five- or how does that work? Well, you think about, you know, it’s kind of  like, I don’t know, to make it easy. It’s like   a programming language. And just because you  have access to the language and the platform,  

You can build it, you know, in different ways.  You know, part of it is, how do we just make   it easy enough for, you know, any- anybody  to use? And so part of our job is to give   the visual construction a- a really intuitive  way to go about it, an organization.  

Secondly, if you want to think  that there’s, you know, AI,   and then there’s what is created, there’s  actually a middle bridge that we do. So, if it knows all of this, all of  the internet, then what we do is, ‘Hey,  

How do you give Jarvis some bumper- bumpers  so that it can actually create what you want?’   So you need to have some rules around  that. And so, that’s what we have,   over 50 different use cases. We call these  templates. I like to call them skills, because  

I think it’s the most accurate description,  because the skill is like a tweet. Well,   a tweet versus a blog post. What’s the  difference in the rule base would be? Well, tweets have to be, what,  240 characters or something.   They’re often punchy. They might use hashtags.  Different than what a creative story might be.  

You know, sometimes- to have a creative store, you  want fiction to be boosted. So, you don’t want to   pull from factual evidence as much, whereas, you  know, if you’re doing a, you know, a report, you   might want to have that setting for creativity.  If you wanted to think about it as a dial,  

It’s not exactly, but there’s some tweaking that  we do. There’s a bunch of tweaks that we do to   get it to create the result that’s expected  from each of these skills. From cold email,   blog post intro, creative storytelling, you  know, ad headline, subject line, stuff like that.

Like, we uploaded all of our best, highest-  highest opened subject lines for emails. And   taught Jarvis, ‘Here’s what good behavior looks  like. Find the commonalities.’ And then, and,   you know, we also are friends with the guys at  Digital Marketer. And so we’re working with them.  

You know, and we’ve consulted with a bunch  of copywriters and content creators that are   kind of like, influencers, maybe  they’re authors. Maybe they’re,   you know, just influencers in the blogging world  and said, ‘Hey, what is like, good behavior,   look like? What are your highest performing’-  you know, or ‘What’s your best work?’

And so, when you give patterns like  this, Jarvis starts to connect the dots,   and then the last layer. So, that’s what  our magic sauce is. The last layer is,   you know, what you input. So in order  to get a great output from Jarvis,  

You need our layer, and you need your layer,  which is, ‘Tell me about your brand.’ ‘Tell   me about your goals.’ ‘The keywords you  want to include.’ All these things that   are kind of like the sprinkles that create  your unique cake, because it- it really-  

It would just be, you know, maybe pretty  basic or- or general if you didn’t do that. And so, yeah, it- it’s important that the quality  of Jarvis is also dictated by your quality   and putting it in. And you can’t be lazy  there. But I recommend that you adapt it,  

Maybe change the tone of voice, maybe change the  keywords, and then you’ll find better results. Yeah. I think that’s an important point of- and  thank you for the explanation. That really did   clarify, sort of a lot of like, what the  secret sauce is behind everyone’s, you know,  

All the different platforms out there. And, you  know, Jarvis, I’ve always been impressed with sort   of the- the content it produced. But I think that  is an interesting- yeah, interesting thing to note   as well, where it’s not magically going to write  all these things for you. It’s not going to spit  

Out a fully formatted, perfect blog post,  like, you got to give it some good inputs. You   got to massage it, you got to kind of steer it,  give it some direction of where you want it to go.   And it really just amplifies something that  you’re doing, but it’s not doing it for you.

Yep. Yep. Exactly. And, you know, one thing  I didn’t mention, but I think it’s now worth   mentioning, is there are different licenses for  Open AI. And so the license that new companies get   today, is not the license that we have. We have  a more expansive license. So there’s limitations  

On new companies, and there’s actually more  limitations on our competitors than there are us,   because we’ve acquired the companies that have  the old licenses. Some of these limitations   also include the length of output. And so  we’re the only company now that can produce  

Long form content using Open AI, and that’s, you  know, in a public, user-friendly setting here. You know, I know, like, for example, Microsoft  has, like, one of the first licenses but they   use it internally. So it’s- you know, if you-  if you want to think about something that the  

General public can use to create blog content,  you could use the competitor and do it 400 to   600 characters at a time. Or you could use ours  that produces 1200 characters and looks back 3000   versus, you know, 600. And so that’s part  of it. And then recently, we acquired  

Another company that had this ability  to command Jarvis where, you know, for   most of the time, pretty much all  the other companies will have,   you’ll have to write something, and  then Jarvis finish your sentences. And so, you begin writing, and then  it follows up with the next sentence,  

And you kind of play this back and forth.  Right? And so with our recent acquisition,   we are able to get the license and technology  to be able to tell Jarvis what you want written,   and then it will go out and write that instantly  before your eyes without you having to actually  

Write the first sentence of the paragraph.  So that’s a- that’s a huge improvement. And   that’s called what we’ve named Boss Mode. And-  and- and Boss Mode is- is pretty freaking cool. When you start to think about the use cases, you  know, you can just say, ‘Hey, Jarvis, write a blog  

Post’, or, ‘Write a blog intro’. It’s not going  to write the whole post. You still- there’s human   involvement here, okay? But you have to- you  know, if you want Jarvis to write the intro   paragraph, you don’t need to write the first  sentence. You could just ask him to write it.

Yeah, I, I have- on the channel, I have a demo  of Boss Mode. I was messing around with it. Yeah,   it’s been- I’ve still just been dabbling  in it. But so far, I mean, it’s really just   been amazing in the sense of- like, I mean, I  barely- the- the templates you talked about,  

Which were like, ‘Write a -‘ The templates are  very specific of, like, write a blog post intro,   write a blog post outline. Now all that stuff, I-  I- I barely touch them anymore. It’s just like,   ‘Okay, I can just go into Boss Mode  and just write out.’ Actually. I mean,  

Later on, I do have some questions that  Boss Mode generated that- we’ll get to that. I’m just like- ‘Jarvis, you know, write out some  questions for podcast, about video marketing.’   So we’ll jump to those. But yeah, it’s really  been- you guys are going to get very meta.  

Alright, so let’s talk about- I just want to  backtrack a little bit of like the origin of-   so, recently the company changed names to  Jarvis, but previously was called Conversion.AI.   When did it start? And sort of- what was the  sort of initial formation of Conversion.AI?

You know, as many entrepreneurs are, we are  sitting on a ton of unused domain names. 2016,   we bought Conversion.AI because  we thought, ‘Hey, one day maybe,   you know, we’ll figure out something to  do with this thing.’ You know, our- our-  

Back then, the- our main company was Proof is the brand name. And-   and still today, that’s a great company,  trucking along, leader in the industry.   And as we started thinking about, like, you  know, how- how do we continue chipping away,  

You know, building tools for marketers and content  creators? You know, the first one is social proof. It’s a- it’s a tactic that works  literally in any industry and niche,   so- to increase conversion rates and, you know,  build trust and authority. So that was like,  

Our firs- you know, not our first tool, but one of  the- the most successful tools we’ve created. Now   we were thinking like, ‘Well, how about for  copywriting? How about for content creation?’   And honestly, like, we’re direct response  marketers as a team. You know, you can see  

The whole team behind me. Like, we’re- we’re  all, you know, mostly from the marketing world.   Half the team has owned marketing agencies  in the past. And now we’re applying that-   the- this knowledge and- and  understanding of the industry to Jarvis.

So we’re just trying to figure out how do we do  it more effectively ourselves? How do we create   better content and write copy that converts. And  so when we started playing around with OpenAI,   we decided to apply for the license. And  we- we actually- with Proof, went through  

YCombinator. It’s a large startup accelerator  out in California, and- and we raised a few   million in funding after that for Proof. That-  then kind of like spun into, you know, a lot   of relationships in Silicon Valley and thinking  wha- maybe we should think about trying to create  

An interface for OpenAI and- and see what- you  know, or for GPT-3 and- and see if that works. And so, in January, when  we launched Conversion.AI,   it was kind of just like we built something cool  for ourselves, and maybe the public would like it.  

It was a total experiment. And within 30 days,  it was- it’s super clear; people wanted this,   and they were getting great results, and  they were super happy. And that was just   built on the shoulders of our list at Proof.  So, that audience, same audience. You know,  

We keep helping the same audience, these marketers  and copywriters and conversion optimization guys.   And now we’re really happy to invite  the content writing community. As, you know, part of that. So it’s- it’s  been kind of growing over the last eight years   of- of building different  products that stack up over  

On top of each other. And now Jarvis  is- is our- our gold- our golden child. Yeah, I feel like its a good- talking  about eight years of- of- of evolving,   but also the tech in existence. So it’s kind of  a good example of, like, the tech evolving with,  

Like, what you’re trying to achieve. But now  you have the tools that make it easier to do it.   And it’s interesting that you mention  about communities, so that sort of leads-   now we just- in January. That started January  2020. Correct? It just started this year? Last January. Yeah

Oh it- Oh okay, I didn’t- oh okay. It’s July now. Right? So it’s just 6 months- It is July- Okay. So you’ve only been around-  Conversion.AI has only been around for 6 months. Yup. Okay. So that’s even more impressive, because  my other question is, there is a very active and  

Thorough community on Facebook. So can you  tell me about the origin of that community   and how it grew and became so active so quickly? Yeah. Well, honestly, it started off. We actually  have done a Facebook community before. Back when  

We had, we built a membership community called the  Entrepreneur Alliance. That was in 2015 and 16.   And, you know, that was like our first step  into ‘Wow. We can- we- we really like this.’   We really like talking to customers,  and- and Rah! Rah! You know, that, like,  

Idea of we can- we can be super close with them  and unders- and like, build relationships. Well,   we kind of, like didn’t do that at Proof, and we  began to miss it. And so when we launched Jarvis,   we wanted to, like, build a tighter bond  with our customers from the beginning.

Secondly is, we didn’t know what the future  roadmap of the product exactly looks like.   So, we decided we wanted to have it built by  customers, built on their feedback. And rather   than build something that we think they want,  why don’t we just ask them what they want all  

The time? And then whenever they ask for it,  we’ll build it. And so that’s kind of when,   in the beginning stages, like the Early  Access launch, and then, you know,   there’s the- you know, we would close it up,  shut it down, you know, figure out pricing.

All of it has just kind of been a  back and forth dance with customers to   build something they want. And over time, you  know, you might see in the community how fast we   push out updates. And, you know, when- when users  ask for something or they give recommendations,  

Like, everything is a feedback loop. You  know, we have little feedback loops inside   the product where you can, like, flag stuff and  that notifies us on Slack that maybe we need to   update some settings or something changed.  Why is everybody flagging this template?

You know, and so it’s like creating all these  little mechanisms for customers to help create   the product is why- you know, and the Facebook  group is one of them. I think that’s why we’ve   been able to scale so quickly is people love  being a part of a company that listens to them.

Yeah, for sure. I mean, it’s been very active,  and it’s interesting because there’s also a lot   of active people in there as well that, I mean,  I don’t think they work for Jarvis, but they just  

Are big fans and also help out a lot and- and  share a lot of tips and share a lot of insight.   Now, we haven’t talked about  video yet, but this is leading to   video. So, can you explain the video strategy  that you’ve been doing so far with your webinars?

With the webinars? Yes. So honestly, two things.  One, I like to do the easiest way possible   to get stuff done. I don’t want to try and create  extra work on me and so one way that would create  

A lot of extra work on me is to try to figure  out how everybody wants to use Jarvis. All of the   different ways, then become an expert in that way  and then try and figure out how to communicate it  

And- and teach that. That sounds like a lot of  work. So instead, I thought, well, rather than   it being from the company down, why don’t we  pull content from the customers up and put our   customers on a pedestal and showcase the amazing  work that they’re doing in their daily life.

And these are experts in their field that  also have audiences that we get to leverage,   but not always. You know, I don’t require that  they email their- their list and all this,   but often they are also affiliates. So you know,  they are, you know, like Rachel Pedersen, she’s  

AKA the Queen of Social Media. And she uses Jarvis  to create- to co-create her content with her.   She writes her own stories. But then that is  reformatted, transcribed, put into different ways,   you know, for social media, for blog posts, for  videos, all of the stuff, with the help of Jarvis.

And so her training, we don’t really  call them webinars because webinars   have this idea that there-  there’s a sales pitch at the end.   And if you’ve ever attended one of our  trainings, there’s not. There’s a soft ask,   like, ‘Hey, if you’re part of the community  that hasn’t bought yet, you should, now you  

See what it can do.’ But honestly, it’s mostly  about training our existing users on how to-   how the experts are using it and get some tips.  The fun part about it is I also end up learning. So I don’t- I don’t know exactly how Rachel  Pedersen created three months of social media  

Content in 3 hours, but she did. And so I want  to figure out, how did she do that with Jarvis?   You know, Sean- Sean Vosler is crazy. You  know, mind, he wrote The 7 Figure Copywriter.   And the way that he builds sales  letters with Jarvis is pretty unique  

Because, I mean, he has a structure and  kind of like a formula, but the way he like,   copies and pastes stuff and like, uses inputs from  Jarvis, or outputs from Jarvis as inputs again. And then, like, builds it down  the page, it’s just pretty cool.  

So, I mean, that’s kind of how- that’s what  our strategy is. We just use- you know,   we can talk about the tech. But, you know, every  Thursday, I bring in a customer from the community   that’s an expert. And the order in which I’ve  pulled these is I polled the Facebook community  

And I just said, ‘Hey, what are you using Jarvis  for?’ What do you wish you could use Jarvis for?   What are, like, you know,  where are your holdbacks at? And if there’s not already a training to refer  them to, then, you know, whoever has the most  

Up-votes on this training will win. And so,  I’ll be like, who wants to use Jar- who wants   to figure out how to use Jarvis for Facebook  ads? Or how about for Google My Business or   SEO meta descriptions? Like, all these are  different use cases. And so how do I find the SEO  

Expert to talk about Google My Business? Well,  that’s. See, he does this professionally for a   living, and he has, like, all of these clients,  and he has, like, 30 VAs now that use Jarvis,   and they can now- they don’t have to speak perfect  English because Jarvis speaks the perfect English.

So if they can just do the research on the client,  feed that into Jarvis. Now it can output with,   you know, a right Google My Business listing.  So these are the kind of things, like, I didn’t   know how people are using it. I don’t think  I would have ever thought about that, because  

As a SaaS guy, I don’t need Google My Business.  But yeah, these are- these are kind of like the-   the strategy behind it. And we do collect  leads. But I actually will explain it a   bit why I think that we might switch  platforms and no longer collect leads.

Okay, the thing always struck me was that it was  really interesting because a- my self perception   of time has totally been off in the past  year and a half. So you’ve only been around   for seven months and you have an extremely active  community and that they’ve also have such, like, a  

Really great use cases already in such a short  amount of time and that you’re able to source   from them and that they put together a, you  know, a really good presentation. See, I-   training probably is a better word because  to describe this, it’s about an hour long  

Live session where you are hosting the  guest, whoever’s doing the training. There’s- sharing usually like a PowerPoint or,  not that, or like a slide show and a live demo   sometimes. And then there’s a live Q  and A at the end for anyone watching  

Live. And then you turn that video into a  recording that people can watch whenever.   Yeah, it’s just really impressive. So, all-  everyone has been sourced from the Facebook group   that you’ve gotten to share their knowledge or to  create a presentation? They’re all Facebook users?  

Yeah, that’s awesome. And so you want to walk  me through the ‘behind the scenes’ tech of what   you are currently doing and then thoughts  of, you know, how this might change. Yeah. So, you know, shout out to, like, my  friends at Demio. Grew up with one of them. The  

Other guy’s also a close friend, and they have  built a pretty impressive platform, especially   for- I think they have the hands down best  platform for the community aspect of a webinar,   interacting with that chat channel, throwing  in call to actions, adding in helpful handouts.  

I think it’s so easy to use as  well, and I really appreciate the   automatic email follow-ups that everybody  gets. So they have to opt-in for the webinar. They get followed up with, you know, 24 hours,  1 hour, and 15 minutes before the webinar,  

And then they automatically get the replay  link at the end once it’s published.   And so, honestly, I don’t have to  manage, like setting up ActiveCampaign,   doing Zapier integrations. It’s just- it’s just  kind of you get what you get. The downside is  

That recording quality is at 720. And when,  for a product like ours, that you’re writing,   text, maybe 16 point or whatever, it’s hard  at- at 720p to see that in the recording. And so that’s been our biggest challenge with  it. And with those leads, you know- about every-  

I always poll the audience. What percentage  is- is new, or not using Jarvis and that are,   and it’s between 50 to 70 percent are  using Jarvis or current customers.   So between 20 or 30 and 50 percent aren’t. That’s,  you know, not to say they’re all new leads either.  

You know, they’re just not using it  so far. So they might already be a   lead in our database somewhere else. So  really, it’s not a lead generation tactic,   but more of a community building. Because  we get free trainings from experts.

We get to associate ourselves with those experts.  We build, you know, community. And most of those   leads also are probably from the expert on  the training. It’s probably not from our own   marketing efforts. It’s probably they have  brought in their own audience to watch them  

And they have their affiliate link on the backend.  So, really like, it’s not a marketing effort.   And if I want to impact as many people as possible  through our trainings, I think that removing a-   an opt-in wall will be best. I also know that  since our Facebook group is so highly engaged  

That if I could somehow stream it right into  our Facebook group, I will get incredibly high   engagement and people won’t have to be like,  ‘Well, where is it uploaded? Is the- is the   recording up yet?’ Like, I- I answer that question  a billion times a day. And it’s frustrating.

You know, because it’s like if you just  like search in the group, then you find it,   but I get it: people are lazy, and they want the  content not where you’ve put it, but what- where   they are, and they are in the Facebook group. So,  listening to that feedback and understanding it,  

I believe that we’ll probably switch  over to StreamYard. No, sorry. Restream. Restream, I believe is that-  let me make sure if I’m- For hosting the stream as well. Restream,  traditionally was like a- multi streaming. Like,   you send your signal to them,  they send it to Facebook.

Are you using that to host webinars as well? Yeah so using that to host the webinar.  And then what I also like is like it-   I can post it in our Facebook group,  on our Facebook page, on our LinkedIn   and on YouTube. And I could also  have a private room if I wanted  

On Zoom and have those, like all going  simultaneously. So the reach is magnified.   And then I like the production, that the recording  quality is- is pretty good. I like that it   has a branded look around it. There’s a frame  around the guest, their screen share, the host.

It all interacts really well and kind of like you  can do this real-time conductor board of like,   you know, ‘Hey, we’re going to screen share here,  highlight this person, highlight the guest.’   And then you can also see the stream of  comments, are actually the real comments  

On Facebook, on Instagram, on YouTube or-  not Instagram, but on Facebook, on YouTube,   LinkedIn, and they kind of come up on the  panel, and I can actually highlight those   and then do it as like a featured commentary.  So, I like- I like all these little features,  

And I think I can get more reach that way. I think the production quality looks  higher. So, that- that’s where my mind’s at. Yeah, I think those are some good points.   And it’s interesting of- going back  to when you first said, okay, that  

70 percent of the people watching. The current  webinars are already existing customers, so   it’s a good- for support. It’s probably also good  to help prevent churn because now people know,   can think of other ways to use Jarvis that they  might not have thought of. So, then they remain  

Customers, but they’re not. It’s not reaching  unknown people. So, yeah, getting it. Because   right now it’s like you currently have to register  at a registration wall, and then you get the link. And then I guess after, at the back end,  people could still discover this on YouTube,  

But that’s already after the  fact. So, now that they can-   you can stream it to multiple platforms and have  a better look and possibly have higher resolution.   I’m assuming also the screen share is high  resolution. People can read the text now?

Yep. Yeah. And, you know, I want  to do some creative stuff, like,   you know, have the stream on our Facebook  and then run retargeting ads with that.   As like a post in the news feeds of our  prospective audience because we run a lot of paid  

Ad spend. I can also use, you know, YouTube and  all that. So, I think that’s part of it. I know,   like, if people are sharing it and commenting  it, I can acquire new audiences as well,   since it’s social media and public.  It’s not behind an email gated wall.  

There’s down sides, of course, though.  Like, I’m not collecting any emails. And then if, you know, for sales presentation,  like, there’s no global call-to-actions,   you know, across, like, all. I wish I could have,  like, a comment that shows up in all of the common  

Threads where I just type it out. Or I have, like  a some kind of like CTA, but that’s what Demio   does, and it’s- the conversion rates are really  high. You know, I’ll- I’ll have like, 50 percent   of people click on that. If I do, like a,  ‘Hey, start your free trial!’, like, super  

High conversion rates of people that  will click the call to action in Demio,   which is cool. And I can’t do things like polls  or give out handouts without it being easy. Right. Right. Yeah. I mean, there’s always trade  offs for- there’s no one perfect. Well, I mean,  

This isn’t one platform, because now you’re  going to multiple platforms, so it’s not.   You got limitations with all of them. Have you  thought about other types of formats that would   be more reaching top of funnel type people?  People that aren’t current users who might  

Not be aware of Jarvis. Have you been thinking  about other types of video formats for that? Yeah, for sure. So we actually  hired a, like, a expert video   personality, if you want to say, like, he produces  his own content in his basement for us, though,  

And it’s super high quality. It’s witty and  it’s punchy and short, but they’re going to be,   like, more concise trainings. So one of the top  feedback that we’ve gotten about the training   that they’re just too long, at 1 hour. You know,  they- they 2x speed it. It’s still 30 minutes.

And I’m sure you learn a lot of tips here  and there, but my goal of the training   is not to just be a demo of Jarvis, it’s to  really get them to the end goal. Their goal  

Is a finished blog post. Their goal is Google My  Business. So I think it would be a disservice if I   shared ‘Well, here’s how you use the Google My  Business template.’ It’s like, okay, that’s part  

Of it. But what is the real result they want to  get? Like, make- make a Google My Business that   beats your competitors in your local area and you  earn all of the business, and you get at the top  

Of search results when people search in Maps, for  example. So, that’s kind of what our trainings are   for, it’s to deliver real value rather than just  being a demo, the technical demo of the product. But people also want that, they want the short  answers when they’re in the moment. So how do  

We give- how do we create content that is relevant  at the exact moment they need it into the context   of their situation, is probably inside of the  software. You can probably have a play button. So,  

Like, how do I use this? And why do I use it?  You know, in the moment, rather than trying to   go to our YouTube and watching. So, you know, how  do we create these, like three to five minute,   witty, punchy videos that create, like, great  brand value and are entertaining to watch?

And these are kind of targeted for,   like onboarding, getting people up to  speed quickly using the product, yeah. I think it’s also to give them confidence if  they are, you know, dragging their feet on   getting started because they are daunted, that  they’re about to use artificial intelligence to  

Write their copy for them. You know, that could be  scary for some folks. So they want to do a little,   like, due diligence. And, you know, I did  this, for example, when I migrated our sites   over to Webflow. I went through their University  and that is actually part of the inspiration for  

This training content, is because they made  that migration just so seamless and amazing. So, yeah, that’s what I think that our  future video content is going to be about,   you know, and that’s more on the  education side. Of course, we’ll have,  

Like, sales videos and the things like that  in the future, already created. But, yeah. When you re-post- when you’re posting the videos  up on YouTube, is there any YouTube specific stuff   you’ve been doing as far as titles, description,  SEO? Have you seen any traffic from YouTube?

Yeah. I mean, I would say in, it’s been six months  now of having a YouTube channel. We’ve grown to   like 2500 subscribers, which is pretty sweet. You  know, we just basically post weekly content every   Thursday. I think that’s going to grow a lot when  we start promoting the YouTube live rather than  

Our Demio opt-in. So that will be exciting. Do  the classic SEO stuff, right. You want to have the   keywords people are searching for in the title.  Actually, I choose my titles very specifically.   I have the description, you know, that is key-  it’s keyword heavy, but it is not repetitive.

So, you know, talks about their desires, talks  about their fears, introduces the expert.   Why are they an expert in relation  to this subject? And then, of course,   you have to have all of the mentioned tools  and then all of the call to actions. And then  

I have like a set of hashtags, or what are  they called? They’re basically hashtags- Ah yes. Keywords? Yeah, keywords, right? That- I think  you could put up, like, five or ten.   So that’s what I do. I do it on all of them. I  took, like, Sunny Lenarduzzi’s course on YouTube  

SEO a couple of years ago, and that’s still- those  little, like, nuances are what stuck with me. Now, are you using Jarvis to write out your  descriptions? Are you feeding it stuff,   or are you just doing this from hand?

Pretty much. I’ll just tell Jarvis the  title and I’ll have it write the YouTube   description. But I’ll make sure that  sometimes I have to do some editing   because I know what the- the actual person,  the expert talked about, and what also got  

Responses. So, I sometimes will end up changing  the title after the production. So, like in the   beginning sell it is one thing, but then come to  find out, people were here for the training for a   different reason, and I’ll make that the headline  point. And my original idea is the sub headline.

So, is that sort of based on the  webinar or- or the training was going,   the live training was going, and  then you saw, like, a spike in people   sharing comments and being like, ‘Oh, that’s  awesome!’ Or- okay. So that’s- that’s also,  

I guess another awesome reason for having  that for live streams where you can   really get that, since that real time  feedback of what people responded to. Yeah, we- something I learned from the  Go Live expert. Molly Montgom- Molly-   oh, my gosh. I’m so sorry, Molly,  if you’re listening to this.  

But go look up on- on the Academy   and you’ll find her. She’s- but she taught me  whenever you’re going live, you want to have   a Molly Mahoney. Molly Mahoney is The Go Live  expert. And she recommended that whenever you’re  

Throughout the webinar, she introduces everybody  and says, ‘Hey, if you get a gold nugget, I want   you to hashtag nugget and then tell me what just  stood out to you.’ And so that is a really cool  

Way to go back and look at the comment thread  later on and see what resonated with people. And then you can always like, go back and  retweet that or- or highlight that person   even throughout the webinar. And I plan on  doing this now with Restream. It’s like,  

If somebody hashtags nugget, I could just bring  them on screen and showcase their. I can overlay   that comment and show everybody, ‘Hey,  this person took away a golden nugget!’ Yeah, that’s an- yeah, it’s an excellent tip.  And I feel like another great way to, like,  

Get that real time feedback and then apply. So  you’re also- because you focus a lot of time on   the title, and your video titles are very kind  of specific on, like, the output that you’ll get   from this. Is that sort of something that you’re  trying to focus on when you write the titles?

Yeah. I mean, ultimately it’s like also an SEO  play for us to rank. You know, I would love to   be at the top of, you know, how to create a great  blog post, you know. It’s like, all of these,  

Like, very hard to get keywords. But as we  continue building that, I’m setting my seeds. So,   you know, recording content, getting it  transcribed, and then eventually, like,   we’ll create more and more formats of that. We’re  just, you know, only a team of seven people.  

So it’s not like we can. You know, ‘Oh,  we don’t have an endless amount of time.’   But I try to do the things in the most  effective way with the time I do have. And so,   yeah, focusing a lot on the title, and the first  few sentences in the description are our key.

Yeah, yeah. Okay. And so I did say at the  beginning I had Jarvis write some questions out.   So, one of those questions was  ‘What was your biggest learning   moment about hosting videos online?’  That was an AI generated question. Biggest learning moment from hosting?  

Honestly, it is- so- in when I was 24, I’m 28  now. So four years ago, I- I recorded 120 hours of   content. The year before, I had recorded, like, 1  hour of content. And so I just remember that year,  

It was a hard year, kind of at the end I kind  of felt burnt out. But, you know, all- like,   hundred recording- being on camera for hundreds  of hours. You just get comfortable in front of   the camera. It stops becoming irky. And I  think you just gotta roll with the process.

Enjoy the process. And, like, just kind of  commit to a specific period of time. I did   twelve months. I’m like, hey, I’m going  to do this for twelve months minimum,   and I’m going to learn about audio, color  grading, visual effects, editing styles.  

I started studying, you know, all of the  top people, like Casey Neistat, like,   you know, trying to find a style that meets my  style. And like, how do I want it- you know,   I look at movies differently now. I look at,  you know, all these production qualities. Like,  

I appreciate your production quality. I understand  how you thought about setting the scene- Thank you. You know, and the, when we did our podcast,  that was the next year. So first year was   like a year of video. The next year was a year  of podcast. And we got our Scale or Die podcast  

Up for seven weeks in a row as the  New and Noteworthy for tech and apps. That’s awesome. And so, it was, you know, that learning lesson  as well, doing 25 episodes of that. And what I-  

What I like personally doing – this is an Austin  thing, but I like having a finite period of time,   so I like to do seasons. I don’t like an  ever – ongoing, endless treadmill of content,   because it’s- it’s just daunting to me.  So I’d like to say, ‘Hey, season one,  

We’re going to focus on this. Here’s, you know,  the topics that we’re going to talk about. So,   like the SEO series, or the- the Ad series. So  yeah, I like- I think people appreciate that, too. And- and you can even- what we do is we  do a series and, you know, batch now.  

So we’ll try and batch as  many as we can for podcasts,   put them all together in like, a week or  two, and then drip those out for six months. Yeah. I think that’s a good tactic. Batching, and  yeah, I mean, that’s a good- that’s also just a  

Good mental way to look at it for- for seasons,  instead of, like, ‘I’m going to start a podcast.   Oh, my God. How am I going to do 100 episodes?  What am I going to talk about.’ If it’s okay,  

I’ll just do a season of ten episodes and that’s  a bit more manageable, and then you do it. And   then I guess that’s where either could be an  end, because you said you’re going to do a  

Season of ten episodes or you continue when you  shift focus and do another season. When you said   you were recording for 100 hours, what were you  recording? Just stuff for your YouTube channel? Yeah, basically, we- we had a membership  called the Entrepreneur Alliance. It was  

A paid membership where they got- for $30  a month, they get, like, online marketing,   tutorials and trainings where I would  like, pull my friends in the room and say,   you know, ‘Hey, you know, how- how’d you  go- grow Dollar Beard Club, you know,  

So fast? Show me the actual funnel metrics  and the ad creative that’s working for you.   So like, just doing that, it’s a video  training. It’s kind of what we’re doing   here. It’s kind of prepared me for what we’re  doing with Jarvis, similar kind of content.

But also, like, I would make it more robust,  include a lot of swipe files and giveaways   and all of that. So that was what the  100 hours of- of recorded content was. That’s awesome. That’s awesome. Well,  I want to be respectful your time,  

So you know, we’ve been talking for a  while, so I really appreciate it. Thank you,   Austin! Yeah. Do you want to share where people  can go learn more about you and about Jarvis? Yeah. So they can learn more about me at D-I-S-T-E-L I mostly talked  

About, like, Jarvis a little bit, mostly like,  travel hacking. It’s like, a passion of mine.   So I go- I’m here in Austin for three weeks every  month, and then I go either out of the city or out  

Of the country for a week every month. And then  let’s see, I also talk a lot about subscriptions.   So, I wrote this book called Subscription Secrets,  and it is my insights on the subscription economy   and actually a tactical way to get your first  thousand raving fans that are paying you monthly.

And so it’s something that I- I very much believe  in. And that’s why I wrote the book alongside   with Jarvis, actually. So Jarvis wrote part of  the book, and I thought that was pretty cool. That’s awesome – was this part of the-  the seven day book writing – jarvis,  

I know that someone the community has a seven  day book writing course for using Jarvis. Yeah. Darby Rollins helped me write it. Jarvis,  and so he basically helped extract my knowledge   about the subscription economy, put it into a  timeline as series. You know, here’s the chapters.  

Then we use Jarvis to pull in, like, kind of  industry information and stories. So if I’m like,   ‘Hey, I want to include the story of how Netflix  grew’- like, ‘what’s the origination story behind   Netflix.’ And so like, Jarvis can help expand  upon that. And there’s, of course, editing and  

All of that. So it’s a pretty easy read. It’s  like, a hundred and- it’s like a hundred pages. Cool. And I’ll link to it in the show notes. Is  there any overlap, anything you want to share from   the book, that any overlap between getting  your first thousand subscribers and video  

Or any- anything you want to share  in- in regards to have an overlap? So, we have used the same one- I think  it’s a 40 second video, as our sales video,   for the past seven months. We have  epically high conversion rates on our site,  

And I don’t talk about the product all that much.  I highlight our customer reactions to the product.   And the way I got those reactions, those sound  bites or video bytes, is when we onboard it.   So we had- we did this founder-member  launch or, like, an early access launch  

Of Jarvis. And it was like, every day  we would let in, like, ten people. And so, that really built up a lot of hype  and a lot of demand for it, which is cool.   But then that also allowed  our team to individually  

Onboard and welcome new users on Zoom. And then we  recorded all of it, and we used I think   it’s called? It’s like- it’s a Zoom extension plug  in. And so what it allows you to do is allows you  

To kind of, like, highlight bits and pieces from  the Zoom and export them as individual clips   and transcribes them. So you can  actually highlight the words. And then it’ll chop the video where those words  are. So I can, like, highlight a testimonial, and  

Then it’ll export that testimonial from the video.  And so- then I just stitched together all of our   best testimonials and made the video out of that.  It was pretty easy to do, and it works really  

Well. And so, yeah, I- I’d recommend that. I think  the more that you can highlight your customer and   the emotional, visceral reaction to your product  and like how they describe it, listen intently   to the words they use because you can use that in  your copy, then it’ll- it’ll perform pretty well.

I- I can’t imagine a world in which if  you use customers voices and testimonials,   it won’t perform well. Like, I don’t- that  would never match up to me. So I think it’s   a pretty sure fire way to at least create a  great attention-grabbing moment for prospects.

I think it’s also just a great way to add  social proof as well. And you’re just getting   that on video. And another video way to get social  proof. But that- that’s a great tip. So thank you. Yeah. Thanks so much, Austin. Really appreciate it.

Yeah. Glad to help, guys. And look  forward to see you on the inside of   Jarvis. Come on into the  Facebook community and say Hi. Thank you. Thanks so much for tuning in. If you  enjoyed this episode, be sure to subscribe.  

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