Episode 453:

Hello and welcome to Unshakable with Human Design. I’m your host, Nicole Laino. And it’s just the two of us today, and we’re going to talk about AI, we’re going to talk about creating content, we’re going to talk about how some people are making that work really well for them, and some people haven’t quite figured it out. Everyone seems to be using AI for content right now. And I’m not here to tell you to stop. I’m not here to tell you that’s ruining your business, that it’s ruining your brand. It’s not if you’re using it correctly. I use it too. I use it all the time. I used it to help structure this episode. I did not use it to script an entire episode for me. And I certainly didn’t sit down, log into ChatGPT and say, Give me an episode for my show today. 

It’s not enough. That’s too big of a lift for even this very intelligent robot, right? So in this episode, what I want to do is I want to break down how you can get real content that sells. So just to give you kind of an idea, I’ve been using AI for a long time now. I use it to write pretty much every bit of content that I create, but it’s not the source of everything. And that’s really what we’re going to dial in today. We’re going to dive into how do you get AI to work for you, how do you get it to sound like you, and how do you get it to sell like you? So I have a $30,000 a month business. I’m very proud that, and am proud of the fact that AI has made me way more productive. 

It’s made by team more productive. But that never would have happened if we didn’t have a few things in place already and weren’t doing certain things. And I’m going to kind of roll through exactly what those things are in this episode. That’s what this is about. So how you can incorporate some of this now also, if you are interested in this topic, if you are interested in creating content that sells, in creating content with AI, in using AI to help you become more productive and More profitable. Then you should consider coming to my workshop. Words that Sell. So we’re hosting a workshop called Words that Sell. It is all about how to create content that gets you seen and paid. And, you know, and we’re going to show you how you can make AI work for you in that workshop. 

This is not a workshop where I’m talking at you. This is a workshop where we are working. This is an actual class. This is like, it’s an intensive little program that we’re doing. We’re just doing it in one shot. You don’t have to come, you know, meet me for three weeks. We’re going to do it in one shot. It’s very quick, but it’s very effective, really powerful. And you will walk away with your Words that Sell playbook, which is going to be a playbook that you have of your message that’s going to allow you to make AI work for you. Okay, so we’re going to break down like what this all looks like in here. But if you want to get in on that, all you have to do is DM me the words on Instagram. Just type out words on Instagram. I’m @nicolelainoofficial. 

To join Nicole for the Words That Sell Workshop Intensive, please DM her “WORDS” on IG at @nicolelainoofficial or click the link here: nicolelaino.com/words  PLEASE NOTE: If you are a client in Nicole’s Aligned Brand Builder or Business By Design programs, you do not need to purchase this workshop. It is part of your membership. This workshop is not included with the Human Design Authority Lab, but you are free to purchase the workshop a la carte.  

DM me that and we’ll sign you up in the DMs or go to nicolelaino.com words and you can get all of the information there and you can sign up. If you are a client in Aligned Brand Builder or Business by Design, my two higher level programs, you do not have to pay for this. This comes with your membership as being a client in one of those two programs. If you are a member of the Human Design Authority Lab, this does not come with your membership. So but you can pay into it to come in. And if you are part of the outside world, of course you can just enter in and just take this workshop with us. And then you don’t have to be part of one of the bigger things that we do. 

It’s an a la carte item, as we call it, but you will only be able to get into it when we do it live. There will be no recordings after. It’s going to go into the vault for our clients and it won’t be sold afterwards. Okay. All right, so let’s dive into this, shall we? So, big problem that I see with AI. Let’s start with the problem, right? People are handing AI their messaging, not just their content. They’re expecting AI to do a lot of the heavy lifting and or worse, they’re actually having AI develop their message. That itself. So they’re saying something like, tell me who my ideal client is. And they’re getting like an ICA profile straight from AI. And then they take that, and that’s really generic, but it sounds good. Check this out. Go and work through something with AI. 

Ask it to produce something. The first time you read it, you’re like, this is brilliant. And then go back to it, like an hour later, go eat a sandwich and then come back and read it again. And you’re like, this is garbage. There’s something so, like, there’s such a dopamine hit with, like, all of the output that it gives you that we are not terribly discerning in that first past, so you have to come back to it. But they’re asking AI for the fundamentals of what they do, what they offer, who they offer it to, and they’re wondering why it comes out vague, why it comes out really. It sounds good. Because you know what AI can write. It’s trained in copywriting. It knows how to write good copy. So it can sound good. 

But you’ll notice that it’s sounding just like everybody else’s stuff right now. You have to go in there and you have a job to make it more specific. And that part because the audience can feel it. AI content is getting easier to sniff out every single day. You can see it when somebody has given it too much work, when they have outsourced the messaging piece and not just the content piece. You have to give AI more than that. You can expect it to do everything for you. I heard somebody say that, you know, AI is like having a really smart intern. And I think that’s the best way to think about it. It’s like having a really smart intern. They’re very capable. They’re eager to work. But you. They’re not going to steal your job. Right? And we don’t want them to. 

We want to be in there. And if you’re listening to the show, you care about your message sounding like you. You’re living your purpose. AI is not living your purpose. AI is here in my estimation, and how I use it is. AI is here so that it can take some of the pressure of all the creative energy that it can take for me to create the amount of content and messaging work that I need to create, the emails that we need to create. And it allows me to outsource things to my team. But before I do that, I have to give them something, too. I can’t expect even my team to be able to do this because I’ve noticed what happens is, and you know, my team’s been with me for a long time. Megan has been with me forever. 

And she knows my business inside out. Nobody knows it better than her besides me. And she still can’t get the content that I get without my input, without me giving more right. And there are ways that we can do that. So the kind of, the metaphor that I have for this is like, think about like a film set, right? On the film set, the director is the boss, right? The director is the one who, before you show up to the film set, the director has been working behind the scenes probably for years, breaking down and blocking out what this whole world was going to look like, right? And then on day one, the cast and crew who are professionals and who are amazing at what they do, they show up. But it’s the director’s vision that they are executing on, right? 

You can’t just show up and say like, okay, everybody go. They’ll be like, okay. And you would, you know, they’re professionals, they know what they’re doing. So the lighting would be good and the acting might be okay, but without the director’s vision for what this is, there’s a reason that the best director Oscar is the most coveted. Because it’s blessing the vision. It is saying that you executed, you had a vision for this whole thing. You brought this, what were just once words on paper, you brought them to life better than anybody else did this year. That’s your job. You are the director. Because without that, without the director’s vision, without the director’s direction, you get technical competence, but also a soulless mess that doesn’t. 

Maybe so maybe people are just acting out a scene, but they’re not really getting what’s underneath that scene and they’re not really getting what’s underneath that story. They’re not on the same page. You are the director of your content ecosystem. AI is the crew and the cast. Stop expecting an Oscar winning film without really digging into the script and without directing and guiding AI to where you want it to go. So your messaging is not your content. They’re not the same thing. Content is a tactic. Messaging is the strategy beneath that tactic. It is the strategy that allows the tactic to have a purpose and to fulfill that purpose. It is what allows the tactic to get a result. 

Sure, content can get a result by accident, but even the influencers, even the people who are selling like, you know, who are affiliates for Amazon, think about it. So if somebody is showing you, I bought them These little sticker things that you put on the side of like your bedside or your table or something. And they hold the cords. They’re not just showing you the thing in their hand and being like, so this is the thing that holds the cords for your devices? No, they do a video showing you how it works and they show you plugging it in and they show it falling down over and over again without the thing, and then they show you with it. That’s messaging. They’re showing you how it’s solving a problem in your home. I bought that shit because they messaged it. 

Well, if they just showed me what it was, I probably wouldn’t know what it was. And I wouldn’t know how life changing it is to not have to worry about picking up my two cords that plug in my earbuds and my phone at night. They’re awesome. So most people skip that step entirely. They’re not thinking about it. They’re like, my thing is awesome. I’ll talk about it. I’ll talk about me, I’ll talk about that. And what the problem is with that is that they go straight to write me a caption for AI. They ask, like, write me a caption for this. And they never define what makes their offer different, what the point is of their post, where do they want things to go. They might say like, oh, the CTA is for this offer. 

But they’re not telling AI what makes the offer special or how the offer helps somebody. And this is how we get disjointed content. This is how we get people spending a lot of time creating content that doesn’t move the needle for them. And I want those days to end for the heart centered, purpose driven leaders who listen to this show and who are in my audience. I want to help you get seen and paid for who you are. But the words that sell, it’s an essential skill. So I had a client who went through this exact same thing. I had a client, when she came to me, she made content all the time. She was on Instagram constantly. Her reels came up all the time. And I was watching them and they were really good at showing who she was. 

They were really good at building rapport with the audience as far as, you know, showing who she was, showing what she stood for. You get her, you like her. In fact, most people love her and, you know, she’s got all this personality. But showing me a reel of like your morning walk or, you know, you on your coffee run, that doesn’t drive sales. And it wasn’t driving sales for her. She was getting some engagement. Not great. It wasn’t doing awesome, but it was getting some engagement, got views and things like that. But it wasn’t really growing her audience in a meaningful way where that audience turned into sales. And the sales that she was getting, she did have a business that existed because she’s very good at what she does. 

Like so many people that I work with, she’s really good at what she does. But those sales were coming from referrals and renewals, which is wonderful. We want those. We also want to be able to convert the people who are out there in the world into clients if they are right for our offers. So when she came to work with me, we stopped guessing about it. We built her message around what she really does, what her gifts are, how she helps people. And now we put that with her personality, we put that with her fearlessness, with the way that she makes content, her ability to create a lot of content because she likes it. And she’s now booking four figure sales from her stories on repeat, not launching, not through the perfect funnel, not all of that from just showing up online. 

That was kind of the model that she wanted. And you know, this is. And you’re able to do that with AI when you have a message underneath it all. But if you’re just buying templates and you’re looking at like plug and play hook templates from Instagram specialists, those are not building client bases, they are not building demand for your offer. They’re just maybe getting people to stop the scroll, maybe getting followers. But I was saying this in a previous episode. I’ve done some Instagram posts recently. We got like, I think I got like six or seven hundred new followers from basically two or three posts that I did. And they’re helping with the other posts. But I. So I did some really big reach posts. I did one on the Year of the Fire Horse and Human Design. 

I did one on Bad Bunnies Human Design. They got a lot of attention. But in between that, there are some really big messaging building ones that are in between it, that were promoting other offers and what I did with those and those because the other ones were feeding the reach for those other posts. Now that engine, the every bit of engagement that I got was still turning into sales for the other offers that I was CTA ing. And even those other posts, the Bad Bunny post, the Fire Horse post, those weren’t just to build engagement. They were tied to my core messaging elements that tie to my offers. So by talking about them at the end, when I c ta a guide or a masterclass, a paid masterclass that I’m doing, people were buying them. 

And the reason for that is because I made it make sense. Because the post that they enjoyed, that they liked, that they were clicking through, had a purpose. And at the end it said, if you like this, then here’s the perfect thing that goes with it. You’ll love this, so buy it. And they did. It’s not a complicated process, but it does require work and thought and that work does not have to be every day I don’t think about my messaging. I don’t redo my messaging every day. I do content, but I have a basic messaging document that I work off of and I think about what I’m promoting and I think about why. I have a playbook. I have a playbook for how I’m going to sell every single month. And so I am teaching this intensive to help you create your playbook. 

Because this is the difference between content that drains you, that takes time and that takes energy and gets people saying that was cool versus content that is that people like, they engage with and they buy. And I don’t really care. If you get 30 likes, that’s fine. If 10 of them buy, that’s amazing. And that’s better to me than getting 200 likes or a thousand likes and nobody buying. I’ll take the first one. I’ll take option one any day because that means my messaging is on point. That means that I am delivering something and it’s getting to the right people. That’s what we want. So this is what we’re creating in the words that sell intensive. We’re going to be building out your words that sell playbook. This is exactly what we’re doing. We’re going to do it on the call together. 

You are not going to just listen to me talk. You are going to be working with me on that call. So if you want to get in on it’s going to be awesome. Again, if you’re in a line, brand builder or bbd, you get this. If you’re in the lab or you’re not a client at all, then this is a paid workshop. But it is a way for you to work with me one off, get huge value for a very low price and actually be able to use this to make money. This will help you. Day one, you will walk out of that, out of this workshop and you will be able to put this into AI and have it help you make content that sells or you’ll be able to use it. 

If you are more of like a traditional person where you want to write your own content, that is fine. I still do that sometimes too. And we’ll talk about more about how we do that inside the workshop, but you will be able to do that as well. But it’s going to make everything that you do, everything that you put out, every email you write, every podcast you record, every piece of social content that you create, it will make it more. More profitable. It will make it more effective. Okay, so all you have to do to get into the workshop is go to nicolelaino.com words or go to Instagram DM me the “words” over there and we will send you the details there. Thank you so much for being here. I am so appreciative of you. 

To join Nicole for the Words That Sell Workshop Intensive, please DM her “WORDS” on IG at @nicolelainoofficial or click the link here: nicolelaino.com/words  PLEASE NOTE: If you are a client in Nicole’s Aligned Brand Builder or Business By Design programs, you do not need to purchase this workshop. It is part of your membership. This workshop is not included with the Human Design Authority Lab, but you are free to purchase the workshop a la carte.  

And remember, in order to have an unshakable business, you must first become an unshakable human. So thanks for letting us help you become unshakable with human design. We will see you next time.