Hey guys, welcome back to the HVAC ADHD podcast. I'm your host, Jeremy Begley.
0:099 secondsToday's episode is about as close to live as we can realistically get. Well, not really. We could have just went
0:1515 secondslive, but we didn't. We literally filmed this and turned it around the same day because the conversation was too good to sit on. I'm jumping on with my good
0:2424 secondsbuddy Adam Kaylor. Last time Adam was on, we talked about Content Credit, the platform trying to change how people pay
0:3131 secondsfor media by letting you buy individual articles instead of getting trapped into subscription hell. Since then, things have moved fast. In this episode, we get
0:4040 secondsinto AI, SEO, GEO, AEO, content authority, private equity, the future of search, and why contractors and business
0:4848 secondsowners better start paying attention to how the internet is changing. Because the old just build a website and hope people find it strategy is dead. Was that ever really a strategy? Not really.
1:001 minuteBut SEO isn't the only thing you have to worry about now. This turned into one of those ADHD style conversations where we
1:071 minute, 7 secondsbounced from journalism to Google AI to HVAC to private equity to Disney. And somehow it all tied back together. If
1:161 minute, 16 secondsyou're trying to understand where business, content, branding, and AI are headed right now, this one's worth your time. Let's jump in. Hey guys, we're
1:261 minute, 26 secondsjumping on today with my good buddy Adam Keeler, and we're going to do a quick ADHD moment with him. We're going to do
1:331 minute, 33 secondsa quick catch up. We last time we talked to him, he was just getting started with content credits and which is a micro
1:401 minute, 40 secondspayment for media behind payw walls that that as I'll let him update us on where they're at with that, but the basic premise is that instead of having to pay
1:491 minute, 49 secondsfor a whole subscription, you get to pay for the article you want to read and you use a content credit to do that. So, Adam, just go ahead and briefly
1:561 minute, 56 secondsreintroduce yourself. We don't need to go all the way back down memory lane. We did that already, but just briefly introduce yourself and tell us what's what the heck's going on with content
2:052 minutes, 5 secondscredits and what you're seeing out there with this big AI push that's going on because you're you're definitely in the thick of it.
2:112 minutes, 11 secondsYeah. Yeah. I actually just got back from DC also with a bunch of media companies and chatting with them about what they've got going on. But yeah, the
2:182 minutes, 18 secondsidea is is you buy $10 worth of credits from us, you get 40 credits. So they're they're pegged at a quarter each. And then any newspaper we work with, if you
2:272 minutes, 27 secondshit that payw wall and it says, "Hey, sorry, you need a subscription to read this." Instead of getting a subscription, you click a button, use
2:352 minutes, 35 secondsone of your credits, and you get to read the article. So, it it's essentially democratizing paid content across the web. And, you
2:432 minutes, 43 secondsknow, you've got all these newspapers and everybody else, you know, they claim to care about, you know, the poor people and all this other stuff, but you got to be rich to get their subscription.
2:512 minutes, 51 secondsWhy not, you know, give your readers the ones you you claim that you're you care about so much?
2:572 minutes, 57 secondsAnd if you do a you do one of these trial subscriptions and you forget about it, god forbid, dude, I did a trial a
3:043 minutes, 4 seconds7-day thing and I forgot about it. I at the worst possible time $400 came out of my bank account for some crap that I
3:113 minutes, 11 secondsdon't even read. I swear like that is a true story. It literally just happened to me. I was so sad about that dude. Well, dude, literally this morning
3:193 minutes, 19 secondsI realized my tailor.com domain name. I have an email address in Google and I'm getting charged $28 almost $29 a month
3:273 minutes, 27 secondsfor it and I don't even use it. Like I it was I just did it for my political campaign. I needed it for my website and I'm like man I'm sitting here getting
3:343 minutes, 34 secondscharged $28 a month for something I don't even use. Right. So yeah, I had to had to downgrade that today to $8
3:423 minutes, 42 secondsjust in case somebody emails me. You know, you never know.
3:443 minutes, 44 secondsOh, I know. Like cuz we've switched companies names and stuff a couple times. Like I'm constantly like try having to manipulate Google Workspace to
3:513 minutes, 51 secondslike get down to the $8 thing so that I could keep the email address, but you know, like not have to pay for all their other services that they try to sweep you into, so to speak.
4:024 minutes, 2 secondsYeah. Yeah. Well, you see, I'm wearing my Bearcats hat for you today so you know I could represent.
4:074 minutes, 7 secondsI don't even got any I have on a Lakers hat today. I didn't even wear any Cincinnati stuff. Shame on me. Hey, I just got two.
4:134 minutes, 13 secondsMy mind is my weapon. I just got, speaking of ADHD, I'm about to go off topic, too. Uh, I just got went to GameStop and got my LeBron rookies
4:214 minutes, 21 secondsgraded. I got one. It's a PSA 9 now. Oh, I saw you sent them to me. What was it? What did you get them back?
4:284 minutes, 28 secondsUh, no. Not yet. You know what the crazy thing is? Is they won't ship them here to another GameStop. I actually have to go back to GameStop in Cincinnati, show my ID, and get them from there because
4:364 minutes, 36 secondsthat's where I had them. And this was months ago. You know how long it takes PSA to grade stuff? Yeah. It's because of chain of command.
4:424 minutes, 42 secondsLike they don't want anybody, you know, like any Well, and I appreciate it. I don't want You don't want no fake stuff either.
4:474 minutes, 47 secondsLike let somebody switch your stuff out in the mail and see how you feel about Yeah. my $2,000 card. Just have some rainbow coming in just Yeah. taking my
4:544 minutes, 54 secondsstuff. So, yeah. Or the mail. Yeah, definitely. But anyway, long story short, things are going good, man. Like, I mean, we've got a deal with the
5:015 minutes, 1 secondVirginia Press Association, which is pretty much every newspaper in Virginia, 170 papers. And so, we've got a deal
5:085 minutes, 8 secondswith them. We've got a few papers that we're trying to get onboarded with. Now, one of the big ones is the an
5:165 minutes, 16 secondsorganization that is kind of like the content management system for a lot of newspapers, not just in the state of
5:235 minutes, 23 secondsVirginia, but all around the place. So, these newspapers that are on this system, think of it like WordPress, like
5:315 minutes, 31 secondsthink all the newspapers that are out here on WordPress. Well, this is a specialized system just for newspapers. So, a lot of newspapers subscribe to it.
5:395 minutes, 39 secondsIt's got all the AEO, the SEO, the AI stuff all tied into it. Makes their lives a whole lot easier to run a newspaper. So, we're partnering with them. We're getting our technology.
5:485 minutes, 48 secondsMatter of fact, we're sending them out an email today because we're going back and forth, right? They have a a specific technology that we have to kind of
5:555 minutes, 55 secondsintegrate with. And we're getting that today. We're getting an email out to them. We have to upload our documentation we just did to our
6:036 minutes, 3 secondswebsite. So, we have a WordPress plugin, which is so easy. Like if you got a WordPress site, oh, I love it.
6:086 minutes, 8 secondsUse our plugin, right? Easy. We have an SDK also that if you don't have a WordPress website, there's some integration stuff that has to happen.
6:176 minutes, 17 secondsSo, this would be for any other website that's not WordPress. And then we have to get our guy involved and it's a little more work. So, this entire system, I mean, there's hundreds of
6:256 minutes, 25 secondswebsites on this system that we could potentially tap into with content credit. So, it's a huge move for us. If we can get this integrated and get a
6:336 minutes, 33 secondsbunch of websites on it, it's going to change the trajectory of the company.
6:376 minutes, 37 secondsYou went through you went through some funding, have you a round or two of funding?
6:406 minutes, 40 secondsYeah. Yeah. We just raised essentially a friends and family round using an special purpose vehicle, an SPV. So the state of Kentucky, they said, "Hey,
6:496 minutes, 49 secondslook, if you can raise 25 grand, we'll match it essentially and we'll set up this this fund so that you can do it."
6:586 minutes, 58 secondsIt's like five grand to set up a SPV, but they did it for us. this organization called Invest Blue and Keyhorse, which is a group out of the
7:067 minutes, 6 secondsstate of Kentucky. They matched everything we raised. So, we got a little little cash. I use that to hire a writer for our newspaper, the Cincinnati Exchange. Uh you can also check it out.
7:167 minutes, 16 secondsIt's a cincyc.com. That'll just redirect to the site. I got out there.
7:227 minutes, 22 secondsYeah, we're doing like five to 10 articles a day. I'm writing a couple articles a day. Every time something comes up, you know, I'm writing an article. Uh,
7:297 minutes, 29 secondsso tell us tell everybody how that how why you what what originally got you to the paper because I think if I remember you're using that in a specific purpose
7:377 minutes, 37 secondswith the content credits as a test vehicle or something like that.
7:417 minutes, 41 secondsThat's right. Yeah. So I mean if we're going to sell to newspapers, we should understand what it's like to run a newspaper, right? So when I was running
7:497 minutes, 49 secondsfor my campaigns, you guys know and some of you guys know I ran as a Republican in the city which is very difficult. But I also realized that when I was going
7:577 minutes, 57 secondsand I was speaking at all these events, a lot of people would say, "Hey, I'm getting rid of my local newspaper subscription. I don't like it. They seem
8:068 minutes, 6 secondslike they're leaning the other way. I'm going to get rid of it." So, you know, instead of just thinking politically, I thought, "This is a market opportunity.
8:148 minutes, 14 secondsIf you got all these people that are getting rid of their subscription, what are they replacing it with?" So, I said, "Well, we'll start up a more objective paper, truthtelling paper, you know, we
8:238 minutes, 23 secondswe'll fact check everything. We have FAQs at the bottom of every single article. So, you know, if you don't like what we have to say, well, then you don't like facts. I don't know what to
8:318 minutes, 31 secondstell you. So, you know, that's what we're doing. But we're also talking about just regular stuff that's happening around town in the business community. We've partnered with a group called Boost, DiscoverBoost.com.
8:428 minutes, 42 secondsStuart Rabkin, he's a big consultant in the business community, you know, you know, the big big companies, you know, and all of the people that work with him
8:518 minutes, 51 secondshave all held executive positions. So they're writing articles which then stream onto our site. We've also got
8:588 minutes, 58 secondsnational news now streaming on our site from Center Square. We've got Ohio, Kentucky, Indiana news. So we don't have to write any of that. It's all coming in
9:069 minutes, 6 secondsjust to provide extra value to our readers. So we're doing that. We got our news break which is huge for distribution. We we're running close to
9:159 minutes, 15 secondsa million impressions so far from our news that's being syndicated out on Newsbreak. Next Doto. You guys are familiar with Next Door?
9:239 minutes, 23 secondsOh, yeah.
9:249 minutes, 24 secondsThat we're on there, too. We're on Flipboard. We're working on getting on Apple News. And I didn't know Flipboard still existed.
9:319 minutes, 31 secondsIt's still out there. Yeah. Ground news is another one. It grades your content on how far left or far right it is or if
9:389 minutes, 38 secondsit's in the center. We actually just got an email back from them last week. So, that's good. We're making progress with that. Apple News will be huge, obviously, if we can get on Apple News.
9:499 minutes, 49 secondsBut it's not just about these, you know, syndicating things out. Like you've got to provide value. So we're learning every time we write an article, you
9:579 minutes, 57 secondsknow, we have to do specific things with our content. When we structure the page, and this is one of the things I was talking about is you can't just write a
10:0610 minutes, 6 secondsblog post or an article anymore. Like the actual page itself has to be structured a specific way. So when the
10:1410 minutes, 14 secondsbots come in, they can read it and say, "Oh, this is your article summary." So you have to wrap that article summary at
10:2110 minutes, 21 secondsthe top of your blog in a specific type of schema that says, "This is an article summary." Your FAQs have to be wrapped
10:2810 minutes, 28 secondsin a specific type of schema that says, "Hey bot, this is where the FAQs live." And then those FAQs could then get
10:3510 minutes, 35 secondspicked up and that article summary could get picked up in that learning model that Google has. Dude, literally, I'm gonna tell you right now, like I already
10:4310 minutes, 43 secondsI I'm hip to that. And we've been going back and redoing all of our old blog articles, like changing the format, and we're making sure like I have a sandbox
10:5010 minutes, 50 secondsset up in GPT so that all my articles I just dump them in there and it reformats it right in the right format. Then I put it right onto the site and I use Yoast
10:5910 minutes, 59 secondson my WordPress. So, you know, we're filling in all the little little extra stuff that helps push it out there. But literally and Karina who's on on the
11:0711 minutes, 7 secondscall as a producer here, she's my uh uh executive administrative help. Her and I were on a call and together and a guy
11:1511 minutes, 15 secondscalled in and I just happened to take the call and I asked him, he said, "You guys came recommended to us." And so I said, "Who recommended you just so we
11:2311 minutes, 23 secondsknow?" He said, "Perplexity AI recommended you." And I'm like, "Man, that that is so great to hear because we work been working so hard to like
11:3011 minutes, 30 secondsreformat ourselves stuff to get found that He's like, "Yeah, here's the prompt I used." He told me what he asked the thing. He's like, "And you came up as the only one that was recommended." He's
11:3811 minutes, 38 secondslike, "There's another guy in Atlanta that did something similar, but like you're in Knoxville where we want to, you know, where we're building that, so we're going to choose you." And it was
11:4711 minutes, 47 secondsall based on an AI decision. So like it is real life, dude. Like what you're saying is 100% works exactly how you're you're saying it works.
11:5611 minutes, 56 secondsSo the your industry the you know anything not just you know HBC but you
12:0312 minutes, 3 secondsknow plumbers, electricians, you know all the trades.
12:0612 minutes, 6 secondsAnybody that's trying to get found let's say anybody's trying to get found like it it's what you just said is super important to those folks but they're not
12:1312 minutes, 13 secondstech people. They don't understand any of that stuff. I mean we run a digital ad agency so we do this for people all the time and and you know we've got a bunch of SEO clients but it's not just
12:2212 minutes, 22 secondsSEO anymore right now. There's all this authority stuff you have to add. AO and GEO. Got all the O's.
12:2912 minutes, 29 secondsBut it's But the rules are still the same, right? You just got to be an authority, right?
12:3512 minutes, 35 secondsYou've got to produce authoritative content. You've got to produce real content that has real value that uses EAT. There's an acronym called EAT. You
12:4312 minutes, 43 secondsguys can look it up. When you write, you've got to think about that. You've got to think about how am I writing? You know, am I is is this authoritative? Is
12:5212 minutes, 52 secondsthere proof? Do I have facts to back this up? And these are all the things we we have to think about with the newspaper as well.
12:5912 minutes, 59 secondsIt's really good journalism. It's just requiring good journalism. Like I went to a lot of people don't know this about me, but I went to you know this because
13:0713 minutes, 7 secondsyou know me, but I went to Hugh Center which was a city school, but it brought in a program. It had it was called Huge Center at the time and it had these
13:1513 minutes, 15 secondsdifferent professions programs and the program that I was in was the communications program. So, it was all about at media at the time like they
13:2213 minutes, 22 secondsbrought in Jerry Springer, they brought in Rob Bronn, they brought in all these different people to work with us and like we went and seen the Jerry Springer
13:2913 minutes, 29 secondsshow live like in high school. It's wild to say that now like no high school's ever taken you to the Jerry Springer show, but because it happened to be
13:3713 minutes, 37 secondsfilmed in Cincinnati and he was like just you know the mayor and everything else at one time like he was just a guy people trusted. So they took us down
13:4413 minutes, 44 secondsthere and we watch that thing getting filmed. And so I, you know, I this is like some full circle stuff here, dude.
13:5013 minutes, 50 secondsIt's like wild how much like we're coming back to like integrity and journalism and like really having to be able to in integrity and advertising,
13:5913 minutes, 59 secondstoo, because you can't just pretend like you know something now. It's going to get sniffed out so quickly. AI exists.
14:0514 minutes, 5 secondsPeople can literally today Google just announced that anything that you can do in chat GPT or anthropic or any of these
14:1314 minutes, 13 secondsother AI things, you can now do it directly in google.com. You could create agents, you could create media, you
14:2114 minutes, 21 secondscould do whatever you want inside their browser now, dude. You don't even have to use one of these services if you want. They built Gemini Omnia right into
14:2814 minutes, 28 secondsthe browser where now it's just like aic. It the browser itself is aic. They just announced that today. So like Awesome. I mean, and it was a matter of
14:3614 minutes, 36 secondsbefore Google caught up to everybody else and and I think OpenAI was probably out in front of everybody and then I think
14:4314 minutes, 43 secondsClaude with Anthropic, I think they started getting a little bit better than what Chatbt was doing. It's a little more personal like when you speak
14:5114 minutes, 51 secondsto Claude, it feels like you're you're speaking to a person. Not so much with with Chad. So, I think people started drifting towards that. I noticed Grock
15:0015 minutesis actually really good at certain things. It's like they're all good at one thing or another, right?
15:0515 minutes, 5 secondsBut once I think OpenAI started stepping on the toes of Google and got their own browser, I think Google was like, we got to do
15:1315 minutes, 13 secondssomething here. I mean, I got the Ask Gemini button right up here at the top of my brows.
15:1715 minutes, 17 secondsThey're in But it's crazy. Microsoft and Google is both invested in both of those companies. Open AAI and Anthropic.
15:2315 minutes, 23 secondsThey've got huge investments in both of them. So, they, you know, it's just all scratch my back, I'll scratch yours. And Google was never not going to be the
15:3115 minutes, 31 secondsguy. They're always going to do the thing to be the guy they own to search.
15:3415 minutes, 34 secondsBut you got all the great said now now the rules are different.
15:3715 minutes, 37 secondsLike now you got five things to worry about instead of one.
15:4015 minutes, 40 secondsWell, I'll tell you what. When I do when I'm looking for emails and somebody says something like, "Oh, Adam, did you see that email from so and so? Like, did you
15:4815 minutes, 48 secondssee what she needed help with?" And I'm like, "Oh crap." I just go into the little star thing inside of my Google and I ask I say, "Hey, can you go
15:5615 minutes, 56 secondsthrough all the emails that were sent by what's her name and and tell me what she was asking?" And it'll just tell me. Oh, it's crazy. Yeah. Yeah.
16:0416 minutes, 4 secondsCan you reply to her? Can you send me an email back to her with what we need to do? And then by the way, can you send it to my development team so that they know what to do? It just boom right there in
16:1216 minutes, 12 secondsthe email like bro I have sandboxes built in open AI chat GPT because for everything that we do like on the technical side that
16:2116 minutes, 21 secondsused to take me hour days to hours now takes me minutes because I have all my stuff already built in there into the memory how I want it formatted and how I
16:2916 minutes, 29 secondswant it handled. So I can just literally like this morning these people just sent over a thing about a kitchen hood.
16:3416 minutes, 34 secondsHere's the hood we're using. Can you create the spec? All I had to do was dump the kitchen hood spec into GPT and it wrote the whole entire thing exactly
16:4216 minutes, 42 secondshow I would write it because I've already trained it how I want it to do that stuff. So like my send me all these reports every single month for each client that we
16:5016 minutes, 50 secondswork with and they're all PDFs from Google Analytics. It's stuff from a refs. It's it's it's a it's an entire
16:5716 minutes, 57 secondsExcel document that they put in showing me what went up and what went down.
17:0117 minutes, 1 secondActually nothing ever goes down. So not not when we're working on it. It only goes up, right? So all the things that go up, all the different blog posts we reply to, everything else, right?
17:1017 minutes, 10 secondsDrop all those reports into chat and I say, "Hey, write an email to the client.
17:1517 minutes, 15 secondsThese keywords went up. You know, this is where we need to do work. This is what how many blog posts we produced.
17:2117 minutes, 21 secondsThese are the keywords we went up." Like all that stuff in an email. Do I mean that that would take at least two hours
17:2817 minutes, 28 secondsto do normally to go through those reports, see what we all did easily? Yeah.
17:3417 minutes, 34 secondsYeah. And then I could just put it in chat GBT. It spits it all out. I read that and now I'm up to date. Yep.
17:4117 minutes, 41 secondsI didn't didn't take me all that time.
17:4317 minutes, 43 secondsSo, you know where we're headed. And I I know a lot of people are afraid AI's taking all of our jobs and all this other stuff. But I mean, did the coffee maker take away coffee shops?
17:5317 minutes, 53 secondsYou know, I mean, you can make a a 25 cent cup of coffee at your house, but you know, I mean, me and you are cheap bastards, so we'll keep doing it. I got mine.
18:0218 minutes, 2 secondsLook, you know, you know, I'm in the in the process of building like building HBAC to home performance into basically a thing called verified, which is like a
18:1118 minutes, 11 secondsway for contractors to do high performance work and be supported and interact with builders and stuff like
18:1818 minutes, 18 secondsthat as well. And it's just it started out as one thing, but the point is like as I've been building it, the whole ideal has shifted because of how quickly
18:2618 minutes, 26 secondsall the AI stuff has shifted. Like basically with my interaction with chatbt and AI started telling me like hey hey hey hey hey hey hey hey hey hey
18:3318 minutes, 33 secondshey hey hey hey hey hey hey hey hey hey hey hey hey hey hey hey hey hey hey hey
18:3318 minutes, 33 secondshey hey hey hey hey hey hey hey hey hey hey slow down on all the coursework like we everybody already knows all the stuff you know that you're trying to build as teaching mechanisms you need to really
18:4118 minutes, 41 secondsstart integrating yourself and your unique workflows and the data points that you understand and what you can do
18:4918 minutes, 49 secondsinto this and make this a data driven platform instead of some kind of thing where contractors come in and they try to learn from you an old school way
18:5718 minutes, 57 secondsbecause all that course work and everything that people have been making a ton of money on is about to become obsolete in the opinion of chat GBT
19:0419 minutes, 4 secondsanyway because of AI because AI exists the way that it does now.
19:0919 minutes, 9 secondsYeah. I mean and and look at the amount of work you can get done now like I mean I was stuff would pile up like
19:1619 minutes, 16 secondsyou know and I'm like stressing out. I go for a walk in the morning now. You know, I go outside. I do a little lap, mile and a half lap or whatever just to
19:2519 minutes, 25 secondsto get the blood flowing and, you know, before I step on the scale, you know, get a little sweat get sweat out and stuff like that. But before you go see Mickey Mouse.
19:3319 minutes, 33 secondsYeah, before we go see Mickey Mouse. Hey dude, look at my look at my espresso cup. Melissa got me.
19:3819 minutes, 38 secondsShe's done. You've been down there less than a month and she's already got you fully converted, bro. Look at this. Disney World.
19:4519 minutes, 45 secondsLook at this. Our our bag clips, bro. Oh my goodness. Look at the mini back.
19:5019 minutes, 50 secondsKim, my wife would love it. She's also obsessed with Disney and Mickey and all that.
19:5419 minutes, 54 secondsShe loves it, dude. I mean, I can I can look around here and there's there's a red panda book bag. There's a fan with Mickey's face on it for when we get hot at the parks.
20:0220 minutes, 2 secondsOh my god.
20:0320 minutes, 3 secondsWe got all kinds of Mickey stuff. But, you know, it's cool to be in an environment where there's energy. You know, I think, you know, outside of
20:1120 minutes, 11 secondstalking about all this AI stuff and everything else, I think, you know, being around places that are on the move, there's construction, there's a homewood suit going up right next to our
20:1920 minutes, 19 secondsour our our place here. And outside is a sign that says, "Hey, if you want to invest in this place, you can." Like, it's it's going up right here. And it's
20:2820 minutes, 28 secondsin one of the most popular areas in Florida. I mean, we're in Celebration, which is like right next to Disney. We get drive five minutes down the street,
20:3620 minutes, 36 secondstake a right, boom, you're on Disney's campus. I mean, this is actually kind of part of Disney. Disney built this neighborhood, but you got a a hotel
20:4320 minutes, 43 secondsgoing up right here that I know is going to be busy. I know for a fact, matter of fact, when people come visit us, they don't have to stay with us. They can stay right here in this hotel if they,
20:5220 minutes, 52 secondsyou know, a couple people. I know it's going to be busy. There's businesses everywhere. There's energy, there's investors,
20:5920 minutes, 59 secondsyou know, there's houses here. We we just go on tours through some of these expensive houses. I met the owner the other day of this $2.75 million house.
21:0721 minutes, 7 secondsThe guy's an investor, you know, commercial investor, builds hotels, all this other stuff, developer. He's like, "Hey, man. You ever want to go play golf
21:1521 minutes, 15 secondsat the course, you know, hit me up." I'm like, "Was this I mean, you make a good point. Like, regardless of AI and what it's all
21:2221 minutes, 22 secondsdoing, like the real business is still going to get done face to face, you know, like you got to be you got to be out out and about and you got to get in
21:3021 minutes, 30 secondsfront of people." Like I swear like I always like you know in our industry conferences rule the industry and like that's where a lot of the business gets done and stuff and I'm always remissed
21:3921 minutes, 39 secondsto go like I hate all the trail that's associated with it but like they're impractical as hell but at the end of the day man like that is where the stuff
21:4721 minutes, 47 secondslike every single time I come away with a real lead or a real ideal it's usually from those conferences like I went and I've met it's not so much for me the
21:5521 minutes, 55 secondssessions anymore like the learning like I' I can get something out of that if I try hard enough but a lot of it. I've sat through so much of that stuff so so
22:0322 minutes, 3 secondsoften that it's a little monotonous, but like the in-person interaction with the people that are there, you are always going to come away with something and
22:1122 minutes, 11 secondsyou are always going to come away with some kind of business opportunity that you're going to be able to try to make bring into bringing to fruition like and
22:1922 minutes, 19 secondsthat's just I think that's you know exactly the same thing you're saying with with where you're at and being outside is being outside you know in the
22:2722 minutes, 27 secondsin the hip-hop and industry world they're like we outside like well you You know, sometimes you got to be outside to get the done. Like the inside cats never got anything.
22:3622 minutes, 36 secondsThe last time I saw you, it was before we even moved down here and you were there in Orlando.
22:4322 minutes, 43 secondsI was at a conference. I was down there at a conference and you were down there doing I don't know what you were doing.
22:4922 minutes, 49 secondsI just happened to see on Facebook you were down there and we linked up. Yeah.
22:5222 minutes, 52 secondsI mean, that is it though. I mean, literally, that's it.
22:5422 minutes, 54 secondsWell, now we got a place down here, Jeremy. So, we got an extra room in there with the PlayStation set up for you and everything. So when you come down, you need to post up.
23:0323 minutes, 3 secondsHalf the conferences I attend are in Orlando, dude. So I'll definitely be taking you up on that. There ain't no See, that's another good thing, man.
23:0923 minutes, 9 secondsLike I mean, when you're staying somewhere like like here, you know, this is where all the conferences are. Miami.
23:1423 minutes, 14 secondsI can get on the Bright Line and I can head down to Miami in three hours and go to my place in Miami and hang out there and just go to a conference whenever.
23:2123 minutes, 21 secondsThat's where this is where all these big people are meeting up at. Bezos, Ken Griffin, like all these big guys and these hedge funds and everything, they're all moving down
23:2923 minutes, 29 secondsto Miami, you know, and and and and both of these cities are huge for conferences. I mean, these are Vegas is kind of dying now. Nobody wants to gamble any you can pick up.
23:3923 minutes, 39 secondsWell, I mean, Nashville's they're calling Nashville baby, dude. Like, they're about to they're trying to get gambling legalized in Nashville now.
23:4623 minutes, 46 secondsLike, it's the city of lights, dude. It is. My daughter lives over there.
23:4923 minutes, 49 secondsDestiny, my daughter lives over there and it's in, you know, I got three grandkids over there now. Like so I'm over there a little bit and it's insane,
23:5623 minutes, 56 secondsdude. Like the downtown I even from like when I first moved here and the Bengals like were doing real good and they were playing in Tennessee a bunch. I'd go over there to the games and it'd be
24:0424 minutes, 4 secondscracking and the streets would be like crowded. But compared to what it is now, it is just like I've been here five almost six years now and it's a night
24:1224 minutes, 12 secondsand day difference, dude. Like in the amount of lights and bars and crap that is down there. Like that's not really my scene anymore cuz I'm too old for all
24:2124 minutes, 21 secondsthat But like anybody that wants to go have fun, like dude, that's the place, bro. Like that's where people even drinking anymore, man. You hear like these young generation, they're not even drinking anymore, dude.
24:3124 minutes, 31 secondsSo yeah, that's kind of good. They go out, have fun. You know, you know me, I never drink. So I always had to babysit all of our all of our friends who just
24:3924 minutes, 39 secondswant to get into fights and stuff. But but no, but I you know me, I you know, I could go out and have fun and not deal with that. But I mean, Tennessee, the
24:4724 minutes, 47 secondsCarolas, Florida, Texas, those are the places you really want to be. That's where all the money's moving.
24:5324 minutes, 53 secondsThat dude, it's like Knoxville is insane, bro. Like the from the since I moved down here to now, like the number one, the cost of living is four times as
25:0125 minutes, 1 secondmuch as it was when I first moved down here. And also too, the development is just insane. I'm getting ready to try to move to the outskirts somewhere. Like
25:0925 minutes, 9 secondsthis year when my lease is up, we've been in the same place six years. This year when my lease is up, I'm going to try to get like out to Jefferson City or something like that where there's a
25:1725 minutes, 17 secondslittle more land and and not as much hustle and bustle, dude. Cuz I can pretty much work from anywhere now the way I got it set up. So yeah,
25:2425 minutes, 24 secondsI I'm going to look look at the other places. But like just like you're saying, like basically this down south, dude, it's it's hot, man. It's where it's at. It's
25:3325 minutes, 33 secondswhere all the business opportunities where everything's moving and and you got all this energy and everything down there.
25:3925 minutes, 39 secondsYou know, once once they invented air conditioning, man, it it opened it up.
25:4325 minutes, 43 secondsPeople wanted to be in the south, you know.
25:4525 minutes, 45 secondsYeah. Oh, yeah. Dude, air condition that's another in Florida, bro. Air conditioning is like you could go that's the the the non-stop money maker of, you
25:5325 minutes, 53 secondsknow, down there. Like my brother, both my brothers, Sean and Aaron are in Melbourne and they work at air conditioning place and dude, they just the amount of business that they do into
26:0126 minutes, 1 secondthe season that other people don't get to do because their seasons extend so long is insane. And because air conditioning is used so much, they go out, you know, the the average life of an air conditioner is 8 to 10 years.
26:1326 minutes, 13 secondsProbably you could get 12 to 15 if you take care of it good and you get lucky, but like the average is 8 to 10 there. It's about a fiveyear swing, dude.
26:2026 minutes, 20 secondsThey're getting people are replacing their air conditioner every five years just about five to six years. So like because it's being used so much and it takes a beating. Like there the even
26:2926 minutes, 29 secondsdown even for the trades the money like especially air conditioning like that that's there's more money to be made in Florida.
26:3626 minutes, 36 secondsNow you got count years for my condo like when am I going to get assessed for a new air conditioning?
26:4026 minutes, 40 secondsWell you are you on the water? You're not on the water are you?
26:4226 minutes, 42 secondsBut we're hot we're like a block and a half away from the water.
26:4526 minutes, 45 secondsWell oh you are. So you may like there's you know the stuff that's on the beach that's another like those things are like four to five years because they the salt the salt water eats them up so bad.
26:5526 minutes, 55 secondsThere's like coatings you can get to like spray on your to have it sprayed and dipped that'll help extend the lifetime some, but even then the corrosion just gets the dude. It eats it up, eats it alive.
27:0627 minutes, 6 secondsYeah. Yeah. We're not far. So, yeah, we're we're we're pretty much the the where the Miami Heat play that's right
27:1327 minutes, 13 secondson the water and then we're like two blocks from that.
27:1727 minutes, 17 secondsOkay. So, block and a half. So, we're the beach or inter coastal? Inter coastal.
27:2127 minutes, 21 secondsInter coastal. So, they're not as bad. Yeah. flying around and stuff. So, yeah.
27:2627 minutes, 26 secondsYeah, that's not that's fine. But that's not as bad as being right on the beach, but it it's something though. It's still the same.
27:3227 minutes, 32 secondsYeah. So, now you got me counting these years like when are they going to have to, you know, replace the condensing units or whatever on top of the building.
27:3927 minutes, 39 secondsYeah, it's going to be coming for the fans and everything. Yeah.
27:4327 minutes, 43 secondsSo, yeah, man. I mean, so content credits, I think, is going pretty good.
27:4527 minutes, 45 secondsI mean, we It's a little slow because I've got, you know, other responsibilities with the, you know, ad agency and all this other stuff, too.
27:5327 minutes, 53 secondsBut nobody else is nobody else is is is really doing it, you know.
27:5727 minutes, 57 secondsSo what if you like what's your advice to people out here trying to figure all this AI and marketing and stuff out?
28:0228 minutes, 2 secondsLike what should they be doing? Like do a five what's the f top five things you should think they should Well, number one content, right? Number
28:1028 minutes, 10 secondsone, produce content somehow. Like you got to produce content. Not AI content though.
28:1528 minutes, 15 secondsNo, even they don't really even care. I mean there so in Avers it does tell you if if it's AI content or not like I
28:2328 minutes, 23 secondswould use it but we've got our own automated newsroom that we built and it uses claude to research write topics
28:3228 minutes, 32 secondsthings like that. You still got to be able to come up with the topic. It's got to be interesting. Let's preface it generic AI content. Generic AI. Yeah. No generic AI.
28:3928 minutes, 39 secondsYeah. Cuz like I what you're saying I do the same exact thing. Like I use it the same way to write all my And it knows me. Like I programmed myself into
28:4728 minutes, 47 secondsthe thing where it knows who I am, how I feel about stuff, what my preferences are, you know, like where I go to find information. Like I literally, you know,
28:5528 minutes, 55 secondsif you're paying for the pro version, you get a pretty extensive memory with that thing. You can have it remember a lot a good a bit of information about
29:0229 minutes, 2 secondshow you wanted to do business. So ours the way it works now, I put in a topic. I put in links to research that
29:1029 minutes, 10 secondsit could do. Then I write something, right? So it's going to use that. Yep.
29:1529 minutes, 15 secondsAnd then what it does is it goes out, it it figures it all out. It it writes it out in however many words, 700 words,
29:2229 minutes, 22 seconds1,200 words. But what it does is the next step, it creates it it looks and it actually adds things to Yoast.
29:3129 minutes, 31 secondsThat's what my Yeah, I have it. Yep. I have it set up the same way. So it% Yep.
29:3629 minutes, 36 secondsYep. It puts in the the the key phrase, the title, the description, the slug, focus, key phrase, slug. Yep. All that stuff automatically does it.
29:4329 minutes, 43 secondsMeta description, like the whole the whole nine. Yeah. I mean, if you're not doing that stuff, your your shit's going nowhere.
29:5029 minutes, 50 secondsLike, why are you not You're wasting your time. Yep.
29:5329 minutes, 53 secondsLike, I don't want to. And then it puts in five FAQs automatically. So, it goes out, dude, man. You are It's so funny,
30:0030 minutesdude. You can even use it to do the feature image. Like, you even have it created.
30:0430 minutes, 4 secondsI do. I I make it the feature image a ton of times with it. I definitely do.
30:0830 minutes, 8 secondsAnd I also too let it do things like tell me what internal links I should use. What are some other outbound links I can use? You know what I mean? Like all the different elements that should
30:1630 minutes, 16 secondsbe in there, dude. I have it all built in. Like we even the ones that I have because now that we have Yoast fully plugged into everything like I have a bunch of red on stuff that I had
30:2530 minutes, 25 secondspreviously created and you know what I mean with the green and the red little you know if it's good or if it's not.
30:3030 minutes, 30 secondsSo, like we're actively going back and repurposing a lot of content. And that's the other thing too about it is like once you have content created, it's
30:3830 minutes, 38 secondsevergreen, dude. As long as it's good, accurate content and you update it frequently enough like you can literally
30:4530 minutes, 45 secondsyou repurpose that stuff over and over and over again and different shorts and just different methodologies to be getting it out there. Like especially any kind of video. Are you guys doing
30:5430 minutes, 54 secondsany mostly just print? Are you doing any kind of video or audio stuff at all with that paper? Yeah, there's an AI application that we use that sometimes
31:0331 minutes, 3 secondswe'll add a a video, but we're producing so much content. Like I I'm more interested in producing more articles
31:1031 minutes, 10 secondsthan I am spending a bunch of time doing videos, but video is huge because if your article has a video that comes from
31:1831 minutes, 18 secondsYouTube, so you upload your video to YouTube and then you embed it onto your blog post or whatever, I do that boosted even more because Google's saying, "Oh,
31:2731 minutes, 27 secondswell, they're using more of our products." like this is great. Send them that way.
31:3331 minutes, 33 secondsYeah. Yeah. Yeah. This is the article I want to promote.
31:3631 minutes, 36 secondsSo yeah, that's that's a good thing to be doing as well.
31:3831 minutes, 38 secondsHave the article linked in the video in the description of the video. So you got to cross link and it goes both ways.
31:4431 minutes, 44 secondsLike that's right. That's right. Yeah. People just don't understand how this stuff works. They And a lot of times they're so focused on their business they don't
31:5131 minutes, 51 secondswant to think about it. You know, it's not rocket science. It can be rocket science. Like once you get into a refs and some of these applications, it's
32:0032 minutesgoing to constantly tell you that there's missing links, that there's broken links, there's all this other stuff going on. Some of it is real, some of it's not. Some of it's just the way
32:0732 minutes, 7 secondsit crawled the page. But there it's it's crazy. Like some of the stuff, let's be clear, the geo formatting does matter, though. I mean, like like you
32:1532 minutes, 15 secondssaid in before about the summary and the FAQs and the internal links, like that's stuff that is like fairly new to the
32:2232 minutes, 22 secondsgame as a requirement to be found. Like there's there was always the AEO and SEO. where there's always SEO and then AO came in the game a little bit like
32:3032 minutes, 30 secondsbut like that particular formatting for the bots is like really really new and people should really pay attention to
32:3832 minutes, 38 secondsmaking their articles that way because like I said earlier we got found on AI a few times already because of doing stuff. So
32:4432 minutes, 44 secondswell you're not like PR is important. So one of my co-founders in content credits is a he's run a PR firm for 25 years Dan
32:5232 minutes, 52 secondsO'Keefe and he's with a company called O'Keefe PR. We had a brand new client with a brand new website, a brand new
33:0033 minutesname, right? They they were switching from Valkyrie to Nurova. And Nurova is a brand new company, right? There's a brand new domain name. The internet
33:0833 minutes, 8 secondsdoesn't know they even exist, right? And they have no domain authority, right?
33:1533 minutes, 15 secondsLike when you have a brand new domain or you're starting a brand new company, there's no domain authority. Nobody even knows you're around. So, we did a PR
33:2233 minutes, 22 secondspush for him. And from that PR push, we didn't just get back links, we got
33:2933 minutes, 29 secondsvaluable backlinks from authoritative sources. So whenever you do a PR push, if your article gets picked up, you
33:3633 minutes, 36 secondsknow, their name change is what the PR push was about.
33:3933 minutes, 39 secondsAnd so Yahoo News by local news stations, all that.
33:4433 minutes, 44 secondsIs there methodology for getting it picked up like as a PR promotion?
33:4833 minutes, 48 secondsYeah, you have to send it out through like PR Newswire or one of the news platforms. So, he has to pay every single month to be a part of those things. And they and then they charge
33:5633 minutes, 56 secondsyou. I think it's like $2,500 or something to just send out a generic PR push. But, I mean, you're going to get picked up by a hundred something sources
34:0534 minutes, 5 secondsevery single time you do that. But, those are valuable links. And I mean, he's getting picked up in Dallas and, you know, San Francisco and Chicago and
34:1334 minutes, 13 secondsall these other local news channels are picking up this news because they're all looking for constant news that they can post about, right? And then they'll pick
34:2134 minutes, 21 secondsit up. they'll just repost that that thing and add your link to it and here it goes back to your website.
34:2734 minutes, 27 secondsSo that's one quick way to just build domain authority and and build quality backlinks to your website.
34:3534 minutes, 35 secondsAnd that's part of the AO.
34:3734 minutes, 37 secondsI Yeah. And I never that's something I never even knew about or thought about.
34:4034 minutes, 40 secondsI I'm sure every people that are in your industry know, but as a person just, you know, mostly manage my own stuff and using a little help here and there, like I did not know that about the PR thing.
34:4934 minutes, 49 secondsOh yeah. Oh, you got to use it, man. I mean, it's it's I mean, if you can afford, you know, just to send out, you know, one or two of those every six
34:5634 minutes, 56 secondsmonths or, you know, once a year or something like that, just send out one of those. I mean, it's going to help you get ranked. What's going to help you
35:0335 minutes, 3 secondswith the authority? I mean, you've got the digital PR and mentions. So getting cited in those like authoritative
35:1235 minutes, 12 secondspublications and not just linked to like actually getting an article or your PR thing actually published or speak at
35:2135 minutes, 21 secondssome universities, right? Like go speak at, you know, a school uh ITT Tech or whatever. I don't even think they're around anymore, but Cincinnati State, let's say.
35:3035 minutes, 30 secondsCincinnati State, let's say, right? Like if you're an HR professional or HBAC professional, go there, right? go to a
35:3835 minutes, 38 secondslocal community college, say, "Look, I I'll speak at your school, but I'd love for you guys to write an article about me coming on the blog and link over to
35:4635 minutes, 46 secondsmy website." Because that's aedu domain name. That's so smart. Yeah.edu.gov.orgs.
35:5535 minutes, 55 secondsIf it's not a.com, if it's one of those, they have more authority than just a regular old.com, like another business
36:0236 minutes, 2 secondslinking over to you. So, that's a good way to do it. Speak at the university.
36:0636 minutes, 6 secondsyou speak at trade organizations that might have a.org or government. If you can get on any kind of like government
36:1336 minutes, 13 secondswebsite when they can link back to you somehow, try to do that because that's even better. Like that's even the high like really really high authority. So
36:2136 minutes, 21 secondsyou want to do that. Just make sure you're writing like structured semantic content. So any like questionbased headings like if you're writing a blog
36:2936 minutes, 29 secondspost, make it a question, put a number in it, you know, bullet points. So if you you know anytime you do unordered list which are bullet points or ordered
36:3736 minutes, 37 secondslists which are numbered lists 1 2 3 4 5 Google usually likes that but you're always trying to be clear be super clear
36:4536 minutes, 45 secondsbe super concise with anything any answers that you provide in your content or even now dude like even with these v the vodcast like I've started taking
36:5336 minutes, 53 secondsthis and this is another chatbt gave me this idea but now on the page I reformatted our page so now we have the vod because we already already had a
37:0137 minutes, 1 secondpage on the website the vodcast page where for all you know every episodes listed and all that but now we are putting a transcript right it's a drop
37:1037 minutes, 10 secondsdown where you can click on the whole entire transcript of the podcast and read the thing right in front of it and above it we have a go ao seo formatted
37:1837 minutes, 18 secondsblog article about the content I have to redone yours I've redone a couple of of them and reformatted them that way and
37:2537 minutes, 25 secondsthat's another big like chat cpt a like be found by AI suggestion is like to turn all of your video content in the
37:3437 minutes, 34 secondsblog content because for some reason when there's the video and the blog like you were saying earlier, it's easier for that AI bot to find it.
37:4237 minutes, 42 secondsWell, even my even my newspaper now, right, like my newspaper has a a specific authority now because we produce so much content and it's all
37:5137 minutes, 51 secondsfocused on the Cincinnati area. So, you're Indiana, Kentucky, Ohio, Cincinnati. So, if if there was a like
37:5837 minutes, 58 secondsyou you know all about HVAC. So, if you were to write an article about, hey, what's changing in the HBAC? What's going to, you know, an article about
38:0638 minutes, 6 secondsyour furnace? Hey, your furnace only lasts this long. Here's a way to to keep your furnace going for even longer. And you were to write an article about that
38:1438 minutes, 14 secondsthat's interesting to our audience, right? Answers questions, provides authoritative information that they think is valuable.
38:2538 minutes, 25 secondsIt's going to add value to my website.
38:2838 minutes, 28 secondsIt's going to add value because the the the it's it's providing good content for the audience, but it's also going to help you because then that gets linked
38:3638 minutes, 36 secondsback to you and now you become an author on a newspaper website. Like I would if you're writing articles for us, I would have to list you on our author page.
38:4638 minutes, 46 secondsYeah. And so you're you'd be on the author page, you would have content on the website and then that links back to you. So now you're a certified author,
38:5538 minutes, 55 secondscertified. you put we have I have an article up on that. Remember I did a marketing article for you.
39:0139 minutes, 1 secondYep. Yep. So, but you want to be consistent with that, too. So, the I'll drop an article a month for you. There you go. Send it over.
39:0839 minutes, 8 secondsYeah. Send it over. So, so that kind of stuff is important. So, if you can get with your local news organizations, they're producing 25 30 articles a day,
39:1839 minutes, 18 secondsright? So, they are super authoritative in a specific niche in your city. So, if you're doing business in Cincinnati and
39:2539 minutes, 25 secondsyou get on Cincinnati.com or Cincinnati Exchange and you have articles on there, you're listed as an author on there, that's going to help boost your authority in that region.
39:3639 minutes, 36 secondsYeah, that and it's like another that you make another point about local because that's like if you like our business, we we do business nationwide, but I don't even have them up yet, but
39:4539 minutes, 45 secondswe're going to do so we're going to do a local page for Knoxville and a local page for Cincinnati, but also any con because we're building a system where if
39:5339 minutes, 53 secondsyou want to use our verified system, we'll partner with you as a contractor.
39:5739 minutes, 57 secondsSo, if we get a contractor in a geographic area, we're going to throw up a local page in that area and just start, you know, producing local content
40:0540 minutes, 5 secondsfor that particular area to help bring in leads for that contractor to feed back to that contractor that partnered with us.
40:1140 minutes, 11 secondsYep. Yep. So, I mean, it all it all ties together. Like, you can't just be a complacent business owner. Like, you
40:1940 minutes, 19 secondscan't just, you know, you can't just go do your business and then hope, you know, it's just going to show up, right?
40:2540 minutes, 25 secondsI mean things years ago, I mean when Google first started out all that word of mouth advertising which is still very important like mo a lot of the business
40:3440 minutes, 34 secondsI get is word of mouth but the everything kind of switched from like newspapers and all that other stuff over
40:4140 minutes, 41 secondsto the internet right so not only so I couldn't just spend money and get listed in the newspaper and get phone calls
40:4940 minutes, 49 secondslike I now have to learn how to use the internet how to use this tool how to get found what SEO is. Like, you can't just
40:5740 minutes, 57 secondshope some advertising company's just going to put your ad in there and boom, all of a sudden I get called.
41:0241 minutes, 2 secondsEspecially not now, man. I mean, it's to the point where if you don't have certain things in place, you're going to lose, dude. You know, like they want to be able to do business on the internet.
41:1141 minutes, 11 secondsLike, that's one big thing we're building right now on our website is a chatbot that I have that is actually interactive and able to It's up right
41:1941 minutes, 19 secondsnow. it can do certain things but but when we get it remapped it's literally going to be interactive where it's like what's your project about and it just
41:2641 minutes, 26 secondsguides them into the business that they need to be doing with us and closes this the deal inside the chatbot like we got that coming we're building it through
41:3341 minutes, 33 secondsZoho using a Zoho developer and that's going to that's already like people are already like I love the chatbot you know I love being some people are like I want
41:4141 minutes, 41 secondsto pick up the phone and call which is cool because right in the chat bot it says do you want to call or continue so if you want to call us you could still call us but Like for the younger crowd
41:5041 minutes, 50 secondsthat wants to do business in that and that's more and more dude like there's so much stuff being written about the transparency of pricing. Like people don't want to have to get a quote. They
41:5841 minutes, 58 secondswant to be able to push a button and do business. Like you got to, you know, have some packages built where like they're like, "Hey, how much does the
42:0542 minutes, 5 secondsair conditioner cost?" $9,000 plus the cost of duck work. There's a bunch of different ways you can do it where you could get your pricing right on the
42:1342 minutes, 13 secondsinternet. Push a button. This is gonna be a funny video because my camera's turning my arms out of it the entire time. So, that's freaking hilarious. But anyway, push a button and do business.
42:2342 minutes, 23 secondsLike, that's where the world's going.
42:2442 minutes, 24 secondsThey don't they want even they want to be able to do business on the internet.
42:2842 minutes, 28 secondsThere's still some people that are going to want to call and have you come out to their house and sit there and do a quote and all that, but more and more so, dude. People just want the instantaneous
42:3742 minutes, 37 secondsinformation and sell. And that's what that is the platform as a contractor that you got to be creating to be able to do business moving forward. I mean it
42:4642 minutes, 46 secondsjust is the way it is. I mean it it I mean that's how business works. I mean and if if you don't like it I mean maybe sell to you know another
42:5542 minutes, 55 secondscompany or neighbor Jim Bob.
42:5742 minutes, 57 secondsYeah. Sell to somebody else that knows how you know it's got a nephew or a son or somebody who knows how the internet works or private equity. You know a lot of
43:0443 minutes, 4 secondsthese HBAC companies and stuff they're all getting bought up by private equity. Oh, PE's in in the trades big time.
43:1043 minutes, 10 secondsThat's but pushing a lot of this stuff that this way. That's the thing people don't understand is like the more PE eats up the the trade, the
43:1843 minutes, 18 secondsless you're going to be able to do business the way that you did it before.
43:2143 minutes, 21 secondsLike you're going to have to get on board with what how business is being done in the modern world because that's the way all these companies are going to
43:2843 minutes, 28 secondsbe working very soon, dude. And like the thing with the PE in the trades is they're now so savvy they're able to make you think you're still doing
43:3543 minutes, 35 secondsbusiness with the same mom and pop company because they keep the name, they keep the shingle. They were like consolidating and then it was all air serve or something like that under one
43:4443 minutes, 44 secondsname. But now they got hipped that people don't like that, you know, that feel of that PE too much. They want to feel like they're doing business with a
43:5043 minutes, 50 secondslocal company. So now if it was Chuck's HVAC, it stays Chuck's HVAC. it's just owned by like Corporation X or whatever
43:5843 minutes, 58 secondsit is that owns a hundred other companies the same exact way and they're all connected together and you know pricing and everything like that. So
44:0644 minutes, 6 secondslike the game's changed, man. And HACP is here and it has changed the way everything including technology is being done in the business.
44:1544 minutes, 15 secondsWell, yeah, but they add in shared services. So they all will be on the same content management system on the same hosting platform.
44:2344 minutes, 23 secondsCorrect. they're all using the same quoting software and it just saves so much money when you
44:3044 minutes, 30 secondscan can you utilize all the same services. You're not using this piece of software and that piece of software and everybody knows how to use it in the organization,
44:3844 minutes, 38 secondsright? So the PE guys are smart. They come in and they just they'll save money just doing that stuff, right? Yeah.
44:4444 minutes, 44 secondsBut also you guys like they're consistent with the voice, right? like the brand voice. No matter what they do, where they show up, Bob's HBAC, right?
44:5644 minutes, 56 secondsBob talked a certain way when Bob used to own it. It's important to keep Bob's voice the same when now a PE company owns it.
45:0545 minutes, 5 secondsYep. Just like you said, right?
45:0745 minutes, 7 secondsI found that out the hard way. Yeah. But that's 100% correct.
45:1045 minutes, 10 secondsYeah. Big Bob's used carpet. Like Big Bob doesn't own to use carpet. Bathrooms, bedrooms, whatever the job. Why buy new when you got Big Bob?
45:1745 minutes, 17 secondsRight. Yeah. See, there you go.
45:1945 minutes, 19 secondsI never like how we were probably 10 years old when that first dude. Yeah, that is hilarious.
45:2545 minutes, 25 secondsBut all those things, I mean, those big companies like, yeah, they're owned by private equity or whatever, but they still got the little cartoon guy, right?
45:3245 minutes, 32 secondsThey still got his little voice, you know, they'll do stuff, you know, all that all that stuff is just it's just all gimmicks, right? But that voice and
45:4045 minutes, 40 secondsthat consistency that stays that stays there and that's really important to make sure you always have that no matter what you write. So you don't have the
45:4845 minutes, 48 secondsLLMs. Like if you're using them to write your blog post, you don't want it to talk in one voice and then talk in another voice and then people start getting you have to police that a little bit
45:5645 minutes, 56 secondstoo. Like I have mine set up really good and a lot of me been into it, but it always wants to drift, dude. He wants to put that chat GPT generic crap in there
46:0446 minutes, 4 secondsthat you know like people there's certain identifiers that if you don't watch it dude it it people will be like ah chat G TBT wrote that because it's so
46:1246 minutes, 12 secondseasy to recognize because it uses the same type of little generic lingo all the time when it's doing stuff like it'll say stuff like and this is why
46:1946 minutes, 19 secondsthat matters you know what I mean like yeah get that out of there like we don't need that that generic language in there like I don't
46:2746 minutes, 27 secondsyou got KPIs that and everybody know key performance indicators, KPIs.
46:3246 minutes, 32 secondsSome people may just be using, you know, Google Analytics and that's what they're constantly looking at. They're just looking at organic sessions on their Google Analytics. Like, you've got to
46:4146 minutes, 41 secondslook outside of that. Wherever your brand lives, wherever that share of voice is, if it's on Facebook, you need to be looking at your Facebook
46:4846 minutes, 48 secondsanalytics. You got to be looking at if you're on X, X has its own set of analytics. all these different platforms.
46:5746 minutes, 57 secondsYou need to be able to like look at all that stuff together, not just not just your GA, right? Like it's there's a lot
47:0547 minutes, 5 secondsof stuff out there where your brand lives that you might not even be thinking about like, "Oh, my brand lives out here." Which is why we use Zoho Social and Zoho
47:1347 minutes, 13 secondsAnalytics. It pulls all that stuff in and puts it right into an analytic platform and shows me, you know, the tick, all of it, dude. Yeah.
47:2047 minutes, 20 secondsYep. That's what's important. But not everybody does that, you know. Not everybody even thinks about doing that.
47:2547 minutes, 25 secondsI mean, even these articles I was telling you about, if you get on, if you get, you know, you got an article out there in the world from University of Cincinnati or Cincinnati State or
47:3447 minutes, 34 secondswhatever it is, share share those analytics with me. I want to understand like how how that did for me or or pay
47:4147 minutes, 41 secondsattention to, you know, hey, I just did this. I want to see what kind of effect it has because if I'm if I'm on a blog
47:4847 minutes, 48 secondspost for UC, you know, that may, you know, increase my audience for two or three days, but what's the effect of that? Like they're coming into my
47:5747 minutes, 57 secondswebsite, they're reading that thing on UC, they're clicking on my website.
48:0048 minutesWhere are they going? Are they just going to the homepage? Do I have something on there that welcomes them on the homepage? That's I know I just did that interview and I know it's going to
48:0848 minutes, 8 secondsbring me traffic. So, do I have something wherever that link's going? Do I have something on there that's gonna give them an offer or that's going to do
48:1748 minutes, 17 secondssomething for them right when they get there instead of just a generic homepage?
48:2248 minutes, 22 secondsYeah, man. There's so much. We could talk all day, but I think we we beat it up a little bit. So, and then we're we're running up on an hour and I was going to do a 30 minute session. Me and
48:3148 minutes, 31 secondsyou always just get We'll just talk forever, bro. Like, yeah. But yeah, man. Come back down to Orlando, man. Hit me up that way.
48:3748 minutes, 37 secondsI will. I'm gonna hit you up. I'm gonna take you up on it for sure. You already know, bro.
48:4048 minutes, 40 secondsSpots. I know all the restaurants now 100%. Take you to Charlie's steakhouse.
48:4448 minutes, 44 secondsDo all the old man I'm pull my socks up to my knee and I know we'll go and tan shorts and go go go golfing and Yeah. Yeah.
48:5348 minutes, 53 secondsAll right. I'll see you, brother. Thanks for jumping on, man.
