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Do Good Work is not a label but a way of living.
It is the constant and diligent effort to achieve a new level of excellence in one’s own life.
It is the hidden inner beauty behind the struggle to achieve excellence.
It is not perfect but imperfect.
It is the effort, discipline and focus that often goes unnoticed.
The goal of this podcast is to highlight that drive.
The guests I have on this show emulate this drive in their own special way. You’ll be able to apply new ideas into your own life by learning from them.
We will also have 1on1 episodes with me where we’ll dive into my own experiences with entrepreneurship and leadership.
Every episode is designed to provide you with ideas that you can apply and grow in excellence in all areas of your life, business and career.
Do Good Work,
Raul
INTRO
PODCAST
Artificial intelligence
is a form of leverage.
And if you're not leveraging
systems, media and technology,
then your growth will stay linear.
Today, we're going to be talking
about how I profitably use AI in
my marketing sales and operations.
And you might actually be
figuring this out on your own.
You might try to be figuring
out how to ROI the tech stacks
that we're implementing.
How do we even think about the tech
stack and how do I know to discern
what is actually necessary for me
to execute or what is just like an
AI wrapper Like people are selling
and building wrappers on top of open
AI and selling that as a solution.
When in reality, you can build it
yourself by going straight to the source.
And I'm getting a lot of that.
Even just talking to my
growth plan clients is that
they don't want complicated.
They don't even have enough time
to tinker with all the tools.
They just want something
simple that works in execution.
So my hope with this.
Is to give you one, the frameworks
of how to use artificial intelligence
and number two, where to use
artificial intelligence and three.
The workflows that I personally
create and use to leverage
this technology in my business.
All right.
So diving into number one, the frameworks,
I think it's purely important that
we start here because if you just go
doing the tactics and executing, you're
going to fail to do the thinking.
And we talk about thinking, I actually
need you to know what good looks like.
So whatever you're optimizing, you're
building out with artificial intelligence,
with technology, with automations,
synchronizing, all that with your team,
you need to know what good looks like.
The only reason I can automate and
streamline so much is because of each
one I've put in the time to do it badly
and poorly as a human, like executing
and learning upon that experience
and then developing something.
That is good or acceptable to the market
or acceptable to me, frankly, which is a
little bit higher than market experience.
But shipping something that is good.
And I know through my experience of
testing and iterating, what good looks
like either through strategy or through
copywriting or through just knowing
how things are supposed to work.
If you jump into the deep end of using
the technology, not knowing what good
looks like you will produce crap.
And that's not just an
input output thing, just.
An awareness thing.
If you're unaware of what actually
good looks like you will be at risk
of developing something dangerous.
So I actually did that when I did
a private training for a team.
Where I showed them specifically
the dangers of just not thinking and
executing based on what the technology
tells you the large language models.
What I did is they wanted to know
how do I improve my workflows
or my actual personal work as an
individual contributor using AI.
All I did is I went to chat GPT
It gave me some answers.
I went to gamma and then I export
that as a slide deck because it
auto created a slide deck for me.
I presented that slide deck
and I showed them real proof.
Like this is the danger.
If you just create with AI, not
think it'll produce standard
or substandard information.
Now, some of the information that's
gonna come out in the future, that'd be
well, but that's not the lesson here.
The lesson here is if you're implementing
things for yourself or your own
business, where you're putting your
own money in, or for clients that are
paying you to do an extraordinary job,
you need to know what good looks like.
You need to have gone down the path of
experience and know what the end outcome
supposed to be like for you to then work
backwards and build the white workflows.
And the right execution of the
right technology for them to get
the results and the whole purpose
of artificial intelligence, AI
technology workflows is for you to
enhance for you to evolve and further
deepen your impact through one input.
By being able to do more
with significantly less.
And that's not a hyperbole that is just
like the state of how things are now.
Second section here is where
to use artificial intelligence.
Right now as this time of the recording.
This is January, 2025.
Where do you use this?
There are two major points.
Number one is data managing
data sets, researching datasets,
handling, large data sets.
Being able to discern through large
data sets that help you create better
decisions from large data sets.
Number two is creation,
accelerating, creating of copy.
Image now video,
and those are the two that I
primarily focus to create leverage
AI effectively profitably.
Today, there might be more with
leveraging agents and building that.
I'm not there yet.
And I don't teach what I don't know.
So here's what I'm doing now.
So now let's dive in to sections
three on the actual workflows that
I use in my marketing sales and some
of the operations of the technology,
the workflows that I'm building out.
And I'm going to just tell you
exactly what I'm using here . The
first workflow is this podcast.
So I filmed this podcast directly in
de script, automatically transcribed
again, using the technology.
And then from there I can search unique
clips that I want to pull from the
podcast to create social posts for that.
And those social posts go across
specifically on my LinkedIn, but
they go across the entire social
network whatever the networks are.
I primarily like to focus on LinkedIn,
but then from there, those clips are
transcribed and then I have a team member.
Leverage a bot.
I created a Viet GPT and
all I did on that GPT.
So I am paying for it.
But what I'm doing this specifically is I
trained a bot out of 94 different pieces
of content that I've personally written
94 inputs for it to know how I talk, how
I don't use sentences correctly, how I
sometimes chop up my sentences, how my
grammar is off as well as how I don't
use periods in most of my sentences.
So I trained the bot to.
To feel like me and to have
a tow Natalie, like me.
I also like again, I had to manually
prompted and manually input it.
However, now that all the team does is
they take the transcript from the clips.
they send it to the bot.
The bot reviews it and then outputs.
A review for me to review.
Then all I do is copy, edit,
and review what I've said
because it's a voice transcript.
The output is actually pretty good.
All I have to do is copy it so that
I can think about my own thinking or
completely change it so that everything
that I produce is still organic.
Then from there, it goes to my
publishing syndication for the social
platforms newsletter the whole nine.
The second is leveraging that content
that workflow into my ad system.
some of the content that I
produce for ads are video content.
Some of them are actual texts, content,
or some PDFs are like infographics.
Some of them are actual trainings,
like 30 minute trainings that I create.
I don't automate that.
But the content that I produce from
the podcast clips can inspire new
content for ads, or I can even use
those clips the ad system for inbound.
And then what I do there
specifically fuels my inbound system.
So content and ads are like almost
synonymous twins, in my opinion.
Where you're creating something
of value and you're offering to an
audience and that audience, reciprocates
either by visiting your website
or visiting your LinkedIn profile.
Now, this is where the
inbound system works.
So my personal inbound right now is on
LinkedIn website, as well as newsletters
of people opted for the newsletter.
People opt in to visit
my content via LinkedIn.
LinkedIn tells me who visits and people
go to my website the trainings to review
the stuff that I give away for free.
Now with that, I leverage
tools to go ahead, add.
workflows to follow up with them.
The reason I create workflows and
these are not just like automated bots.
Is because there was a, one-time where
I was running ads and I got frustrated
because I had 97 people to follow up with.
I personally did not have the time or the
space to follow up with 97 individuals
because The followup is personable.
And then it's also three to four different
touches to make sure that they have value.
And that's through LinkedIn
and email and social selling.
I didn't have time to do that.
So I created a workflow using live growth
machine, which I'll link out below here.
And when I do that, I'm able to
then maximize my input, which
is the content and the ads.
And then people reciprocate either
they go to the website or they're
interested, or they actually opt in.
the newsletter's pretty simple.
That's like the oldest system
that's been in existence.
They just subscribe and then they get
access to the rest of your newsletters
that they get hit up in an email.
Every time you send an email.
But the interesting part I'm
using a tool called the vectors.
And then that is able to identify
who hits on your website.
And I'm also filtering who hits
very specific pages of the website.
So if they watch a training and then they
visit back, I get a notification for that.
They go to my CRM on click up.
I use everything on click up.
And then from there, all I have to do
is then reach out to that person because
I'm manually doing the sales myself.
If I was having a sales team or had a
large achievement, might use a different
tool, a larger tool, maybe like HubSpot.
Now with that being said, I also have
different ways that I'm segments,
people who go to the website.
If some people go to the
newsletter and the opt-in.
I sync them with Zapier or bake and
I create a clay table so that I can
enrich their data because I want to
make sure that I'm sending the emails
and the messages to the right people.
And that I'm not going to get a balance
because I don't want to risk my domain.
And then from there, I send them
to the growth machine where I thank
people for being in the newsletter.
And I do this because I personally
would do this with the copy
that I read is pretty simple.
I'm not using AI, but I would personally
do this with them in the past.
Now that I have technology to do that,
it can leverage my time so that it can
be here filming more content for you
versus having to take 90 minutes to
two hours to do this every single day.
Now with that being said,
that's a lot of that.
hopefully follow that the podcast.
That creates clips, those clips.
I create copy drafts for me to
review those drafts that go to
the publishing and syndication
of on the socials and LinkedIn.
Some of those pieces of content.
I enhance with ads.
Some of those create custom
content just for ads.
That goes to it, more content where
people go on my website or on LinkedIn
from there, I have followup automated
so that people can actually, I can
build a relationship or have an
excuse to build a relationship.
I don't care about leads.
I had a conversation just now with another
agency owner and he mentioned Hey, like
leads, people want leads and whatever.
My clients want consistency leads as well.
Like leads, don't matter what
matters is our relationships.
Like it's not that hard.
It's not that hard to get leads.
If you want lead, it's probably the
easiest thing in the world to get a lead,
like multiple leads every single day.
The hardest thing is conversion.
The best way to convert today is a
great relationship because at the
end of the day, you're working with
people you want to work with and you're
adding asymmetrical value to them.
And that's really the name of the game.
That's the name of the game of
business, creating asymmetrical value,
where they feel tremendous value for
the dollars that they're giving you.
And you're finding a way through
your crafty ingenuity to maximize
the value without maximizing your
expenses, to create a profit.
That's essentially the name of business
asymmetrical relationship building.
Anyways that aside, cause all this
technology might feel like I'm just
doing this to like blast people.
It's not it's for me to have
excuses, to reach out to people
and create a real relationship.
And the call I got was literally from
one of these systems, like the guy that
I was just talking to talking about this
exact same topic was a guy that we would
build a relationship from these systems.
If I didn't build the system, I probably
would never go on a call with them.
That's just how it is nowadays.
Cause I don't have all
that time with the world.
All right.
Now the last piece where I use
AI is on streamlining operations.
Some of the deliverables, I don't
do any new thinking with AI.
Just keep that in mind.
I do a lot of research using
artificial intelligence.
I do tons of automations for onboarding.
I have 19 to 21 proprietary questions that
clients go through, but in order for them
to get access to that, to get them all
out, the tech access it's all automate.
90% of is automated the five to 10%
that isn't automated it's because
I actually ship a box to clients.
I manually do that.
Cause I like doing that.
It's fun.
So anyways, I do that
deep research with AI.
Right now I'm testing
I use clay.
I use GPT perplexity.
I am testing deep research from Google.
Again, these are all different
players that we don't know
who the winner is going to be.
Just test them all.
But I really do like the research
approach, but again, the key
thing to keep in mind here.
Is that you're not outsourcing
your thinking, do not outsource
your thinking to the technology.
Outsourced the actions
that you would normally do.
that's not a task that it's
not worthy of your time, that
you just don't have time for.
And that you have to discern.
If I'm doing 20 things these days, if
I'm doing 20 things in a day, what are
the three that are going to move the
needle for everyone involved and the
rest, can I delegate to someone else?
Can I delegate to a machine
or can I create an automation?
And the machine part, that's
really where this comes in.
Like when I work with clients, most
of that I can automate so that I can
focus on the most important piece.
What is that creating offers, followup,
strategy, nuance, sales approach,
listening to sales calls, being able
to help them convert, creating meeting
with the team to review the data,
even using AI to repeat the data.
I don't care.
The whole goal was
like, what are we doing?
That's new that we can create.
And this is a key thing.
Maybe this could be the
whole podcast is that.
We don't want to use AI for
outsourcing your own thinking.
I want to think about my own thinking.
That's compound thinking
that is exponential thinking.
When you do that, you create new
workflows, new automations, new
hires, new technology, whatever
you're building out new offers.
New lines of business.
Like when you're sharing your own
point of view and thinking about your
own thinking, you have to really sit
hard and say, what is different here?
How can I improve?
What exists?
How can I create something
that doesn't yet exist?
Now, this is a philosophical
point, but AI cannot create net
new because it doesn't have the
conscious awareness of what exists.
It has the data of what is the past, but
it's not all the data because not all
data has been transcribed into digital.
There's a lot of data.
That's still non-digital.
And when you think about
that, you think about.
It can create based on what
exists you have the capability
to create what doesn't yet exist.
AI can predict what doesn't yet
exist, but it can't create net new.
And I'm not going to die on that
hill cause I don't want to down hill,
but that is something that I will
argue because it just doesn't make
sense that AI can create net new.
It can create new things that look net new
to us because sometimes we're blind, but
it can't create true net new only you can
create true net new and think about that.
So don't use AI to
outsource your thinking.
Don't use this to make
important decisions, especially
gut reaction decisions.
If And the third, a lot of
people are using it for selling.
I don't believe in that.
I still believe that AI is like
right now, if you look at the
technology companies, they're hiring
humans to sell the technology.
Let's just put it that way.
Why?
Because.
Human to human sales is relationship
building and, I'm not sure what the future
looks bad as of today, you're not going
to build a significant relationship.
With no.
With a bot.
When you're making significant or
important purchases, and I could
be wrong on that one, but that's
just my take for that specifically.
The key reminders here.
This is less about how I use AI.
Obviously this is more about, you
need to know what good looks like.
You need to have the experience
have gone through the suck, been
punched in the face plenty of
times to figure out what's works.
What doesn't work.
And how do I automate or
streamline with technology?
Remember, think about the frameworks.
Think about that first specifically,
what is the workflow you're trying to do?
What good look like?
What does the outcome look like?
Then you identify, how am I going
to leverage technology for this
artificial intelligence for data
sets or for creation, not net new
creation, but creation of the content
or getting you a baseline of creating.
Visual copy.
Copy or visual content.
And the third is figuring out what are
the workflows that you create that.
in alignment with your team,
your business and your needs.
So artificial intelligence
is a new form of leverage.
Some would argue that it's a
form of leverage under the tech
and systems leverage piece.
I actually would argue that it's
combining both time and labor and
technology and systems together to
create something forward, especially
now with the rise of agents.
So that is how I personally use
AI profitably in my business.
Hope you enjoy this.
We'll see you on the next one.
Thank you for listening to the podcast.
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As always, it's an honor to be
a small part in your journey.
This is Raul Hernandez.
Do good work.