Full transcript
0:00We've made millions of dollars. I don't see anybody else doing this. 300 customers is
0:04a million-dollar business. [music] And every bit of it can be outsourced. It's a great side
0:08hustle. This year, for the first time in my life, everything that I have been doing that took my
0:13skill set can be done by AI. And it's [music] scalable. It's never been scalable before. We
0:19created a simple website with one call to [music] action. And we went from zero to 80
0:24grand this summer. Holy cow. Yeah. From that new website. Well, that's a onepage website.
0:32So, I just ran across the godfather of the internet marketing world. He's a baby boomer.
0:37He flew here to my house in Texas from his house in Nashville to talk to me all about making money
0:44selling a very specific thing to local business owners. Or if you're already a local business
0:49owner, how you can explode your business through a little clever tactic that I've never heard of
0:54anyone doing. It's simple. It's based on human psychology. and it just works. A few years ago,
0:59you needed to pay thousands of dollars and have a bunch of studio equipment like this to make
1:03it work, but now you can use AI tools to make it happen. Please enjoy. So, tell me what your
1:08business is. Well, I have multiple businesses, but the main business that I have been doing for
1:13about 15 years is helping small local service businesses. And what I mean by service business
1:19is a tire store, a pest control, HVAC, roofing businesses that people have a problem. My roof
1:26is leaking. my toilet is leaking. I got bugs in the house. That's a problem. And they need to find
1:33somebody they know, like, and trust or at least trust that's going to solve their problem. And
1:37then they're willing to do business with it. So, it boils down to the basics of most local small
1:42service businesses don't think in the lines of traffic and conversion. Traffic and conversion is
1:48not that geeky of a term, but at the end of the day, I actually make it as simple as possible.
1:55Traffic is people who find you on whatever device they're looking, which is 90% cell phones for
2:01local businesses. And when they find you, are they within 3 seconds of finding you convinced
2:07that you're the person to do business with? So that's conversion. The conversion that a local a
2:12local business needs is that this guy has a leaky toilet. I'm the plumber to fix it. Let me call
2:18and book an appointment to solve my problem. Then that turns into a conversion of business. So give
2:23me an example of a customer you have and what problem you solve for them that I solve or the
2:27problems they solve. Either one. The problem that I see that is so massive is that and of course web
2:34designers will probably not like hearing this but most people build award-winning websites. And what
2:40they don't build is high converting websites. The bounce rate for most local business websites is
2:4790%. They never go deep past the first page. Some people don't even go past the Google
2:51business profile. And just so our viewers aware, a bounce rate is the percentage of people that
2:55hit a website never click through to that website and just end up leaving. Right. Well, according to
3:00the new Google stats, anybody who doesn't say 10 seconds, okay, is a bounce. Even if they click to
3:05another page, they still if they click to another page, that's considered not a bounce. Okay? So,
3:09it it's kind of like let's leave this place. Let's bounce out of here. That's what it means.
3:13So, the point being is if you got somebody to your marketing information, if you don't convince them
3:19to stay longer than 10 seconds or take another action, like look at another page or tap to
3:25call or any of those other conversion strategies, then you're considered a bounce rate and how you
3:30got them there. There's only three ways to get people to your website. Paid traffic, organic,
3:34free traffic, or borrowed traffic. An affiliate or somebody else sends you to your website. So,
3:41small businesses in the masses don't understand traffic and conversion. So,
3:47it's like you could get a lot of people to your b local business website, but if somebody's confused
3:53and they don't understand who you are and why you're the best at what you do and something
3:57that convinces them that the data is out there, they're going to bounce and you're not going to
4:02it's not going to result in a in a a transaction. And what a lot of web designers will do is they'll
4:07build what's called hero image websites that have beautiful photography. Wasted real estate. Wasted
4:11real estate. Hard to read text. What marketing information or reviews or social proof that
4:18this is the guy to solve your problem is usually under the fold and people never scroll down. So
4:23therefore, beautiful websites that win awards for the web designer. I've heard it over and
4:27over. I spent $5,000 on my plumbing website and I can't track one piece of business. It's usually a
4:32negative indicator of how good their website is at converting. Yes. Yes. Absolutely. So, I help
4:38small business owners. I say, "You do you want to see your business grow?" Yeah. And if they say,
4:44"I have all the business I need," then they're not a customer. Yeah. But any business owner that I've
4:49ever met, I've never met a millionaire that says, "I want to make less money." Yeah. you know. So,
4:55so my my business is to show them and analyze the things they could do to improve their conversion
5:03or the results that they get from their online presence. The reason I call my business local
5:08internet presence is because if you're a small business, we I was just driving down the road
5:12here. There's the painting place. Yeah. Right down the road. Right down the road. They're a prospect.
5:19Yeah. They don't know what's They don't know what they don't know. Mhm. So the business opportunity
5:26is that when you can show definitively that this is a problem and if we solve this problem,
5:32you'll make more money. That's the business I've created. Increasing your local internet presence
5:37by increasing your traffic or the people who find you and increasing your conversion, the people who
5:42spend money with you and everything else is fluff in my opinion. So, the last customer of yours that
5:48you spoke with, for whatever reason, tell me like what type of business that is and what you do for
5:54them. In my business, which anybody could do, I have five areas that are unique that I don't see
6:00other people doing. There's some things that have a little bit digital agencies. The competitors to
6:06what I do are called digital marketing agencies. And number one, most people ignore their Google
6:12business profile. That's when you see the reviews. That's Google Maps. Used to be called Google Maps.
6:18It's now the GMBB, Google Business Profile. And never paying attention to that, never responding,
6:23never adding photographs and videos, not replying to the reviews is Google sees that you're ignoring
6:31it and the world sees you're ignoring it. Hey, if you're liking this episode, please just do me
6:35a favor and hit the subscribe button. Maybe share it with a friend. It would mean a lot. You know,
6:39I've seen customers that have 30 reviews and seven of them are one star. Mhm. They can't calculate
6:44the amount of business they're losing by not paying attention to it. I've had customers say,
6:49"What do I got to do to get rid of the bad reviews?" There's nothing you can do. Just
6:52drown them out with good reviews. Drown them out. Well, that's obvious to you, but the owners
6:57of these small local businesses, they don't think like that. Yeah. You know, and I'm the baby boomer
7:03who's been doing it for 25 years and seeing it, you know, I remember when the only social media
7:07site was Friendster. Yeah. You know, I mean, I I saw MySpace go up and down. You know, Instagram,
7:12Facebook, and Tik Tok didn't exist when I started. Yeah. But social media is where too many people,
7:18I believe, focus too much attention and they ignore the five things. So, number one,
7:23optimize the Google My Business pro profile by telling a business owner what he needs to
7:27do. You need to get more reviews. I know how to get reviews. Here's a way. Here's a card where
7:32you can get a review. You ask for reviews. You can't pay for them. You have to do everything
7:36and anything. you ask everybody to leave you a fivestar review. Are you networking? And I'm going
7:41to get into why. In fact, I listened to a great podcast of yours with a young man who's built his
7:46whole AI business by networking. Networking is so important in the local business world. So anyway,
7:53number two is I've heard local businesses, can you help us with our social media? Well, think about
7:59what the word means. YouTube is social media. Your blog, your podcast is social content that can be
8:07shared is social media. All Facebook and Instagram and Tik Tok did is they got huge because they made
8:15it easy from your phone to create content, post it, and share it. But media is video, audio,
8:21text. Social means that it's real easy to share with your friends. M but if the only social media
8:27you do as a business owner is your Facebook business page, your Facebook posts, Tik Tok
8:32and Instagram, which I'm not saying you shouldn't do, you're leaving out the most important, which
8:38is blogging and podcasting. And here's the reason why. When you blog, it gets picked up by all the
8:44search engines. blog posts on your website that you own with a website address that you pay for,
8:52not something that belongs to Facebook, Instagram, they all own the meta. You don't own them. They
8:57control it. They can change the rules tomorrow. But when you own your own web address, then it's
9:02not going to change because you own it. And when you post content to your own web address, that
9:08gets indexed in Google. What are the disconnects with people blogging and you're talking about what
9:12my business is? If the second tier is creating a blog and a podcast on a regular basis, it's,
9:20you know, most podcasts fail because people will do three episodes, not see any results,
9:26and quit. Yeah. It's the consistency. And I have a case study where we've made millions of dollars in
9:35the pest control industry with a partner of mine, and it was geared towards people who were starting
9:40or owning small pest control companies. And our whole thing is you want to grow your business,
9:46you need to listen to us. And then the podcast gave us a steady flow of customers on autopilot
9:51for years and years. Digital marketing customers. Yes. The reason I've listened to your content, you
9:57guys know what you're talking about. I want you to help me grow my business. And they don't know what
10:02that looks like. Yeah. So, unbeknownst to them, I came up with these and that's what's been tested
10:08for the last 5 years. But when you're working with guys that own pest control agencies, you're going
10:12to say, "You need to write a blog post." I don't know what to say. Well, name 50 problems that your
10:18pest control company solves. Well, we kill bugs. No. No. Break those bugs down into bed bugs, rats,
10:25mice. I said, "There are problems that people are searching for, and you need to create content
10:30about that." Well, I don't know what to write. I don't like to write. Well, then we a good mentor
10:34of mine years ago, he says it's easier to record and transcribe than it is to write. It's a shorter
10:40distance from your brain to your tongue than it is from your brain to your hands. So, you write it,
10:44you you speak it and then transcribe it. Now, you have an audio file or a podcast and you also have
10:50a blog post. Yeah. And you'll be amazed how good it is when you transcribe some, you know. So,
10:56I'd say what why what are subterranean termites and why are they bad? Yeah. Well,
11:01when they got a question like that, you can't shut them up. They know the information. The
11:06world of small business service business owners are not proficient at creating content. Yeah. So,
11:13I had to coach them in what to do. I assume you've heard of Gary Vaynerchuk. Well, I I met Gary many
11:19years ago. How did he build Vayner Media? He did a WordPress blog every day for three years on wine
11:27at Wine Library TV. His books talk about how to grow your business with your passion by creating
11:34content and building. He built his audience. His mom and dad's wine store went from 2 million to 50
11:39million cuz they could have bought wine anywhere in the world, but they wanted to order it from him
11:43because he was the wine authority. And then what he learned from content marketing, this is all
11:48based on he has a thing which is if you search the Gary Vaynerchuk content model, it's it's called
11:54jab, jab, hook. Well, it's pillar content to micro content. Okay? And that's what this business is
12:00based on for people who would never know how to do a podcast, never know how to write a blog post.
12:07All they know is they want a website, the phone rings. Yeah. So that's number number two is like
12:11I said, content marketing. But number three is paid advertising and making sure that you go to a
12:18conversion landing page. A word like landing page to a pest control guy means nothing. Well, Mr.
12:25bug guy. It's when somebody clicks on a blue link in an ad, they land on a page. And if that page
12:34addresses specifically the problem that they're encountering, then the conversion will go up.
12:41Yeah. So, we developed landing pages. The homepage is a general landing page. And we created a model,
12:48a very simple model for in the fold that has worked 15 years since I've been doing this.
12:54We use the same headline over and over again. We will give you the most thorough, amazing,
13:00unbelievable pest control service guaranteed or it's free. That headline got phone calls
13:07over and over, over and over again. Probably did a hundred websites like that. And could you plug
13:11that headline into other businesses? We will make your house cold or it's free. We will fix your
13:15leaky toilet or we will fix you will not your roof will not leak. We guarantee it or it is free. And
13:22of course, what we discovered, nobody ever asked for the maybe one or two people. They just want
13:27to feel safe. Are you familiar with Dan Kennedy? And I don't know if it's okay to mention names.
13:31Yeah. I've spoken on Dan stage 10, 15 times. I'm the guy. Have you ever heard the term VSSL video
13:38sales letter? Wow. Okay. Well, I invented that with my friend Jim Edwards. Wow. 20 years ago.
13:42That's awesome. Uh we because several people in that internet marketing world that I came
13:46from were believers in direct response marketing taught by Dan Kennedy. They used to speak on how
13:52ugly onepage websites, salesletter websites made more money than million-dollar sites. Mhm. Even in
13:59e-commerce, I told Jim, because I came from radio and television and music, that flash video was was
14:06brand new at the time. And I said, Jim, we can shoot a video instead of having a sales letter,
14:12we have a headline, a video that does the same information the sales letter does with a call
14:17to action and then testimonials or social proof. So, it's a model. Headline, video, social proof,
14:23sales letter, and then everything else is if you want to or not. Mhm. And if you get traffic to
14:28that formula, even though it's considered ugly and maybe even dated, it still works on a cell phone
14:37screen. Yeah. Because you're saying, "You got this problem. I'm the solution. Watch my video and I'll
14:43prove to you in 45 seconds or less that I'm the guy to tap to call." Yeah. So since Jim Edwards
14:50and and Dan Kennedy and all these mentors of mine called it a sales letter, I said, 'Well, that's a
14:56video sales letter. So Jim and I, we had we sold half a million dollars of a course called website
15:01video secrets. It's God, it's so dated, but you can go to YouTube and see we sold it with a video
15:06sales letter. We sold half a million dollars of that course. So I know video sales letters work.
15:11Yeah. And I don't I never got documented, but I believe we were the first to ever say on stage,
15:17don't create a salesletter website. Create a video sales letter with a sales letter. And they still
15:22work today because people will watch before they read. Yeah. It's just human nature. All
15:27generations. Quick word about today's sponsor, Beehive. They just launched something called
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16:11to write and the feed is easy to scroll. So now you can keep your short form and your long form
16:16in the same place instead of renting that space on social media. Get more juice from everything
16:20you produce. The links in the description below. So anyway, the video sales letter optimized. Then
16:26I discovered number four because I came from the music industry. I owned a recording studio
16:31for 20 years in Atlanta. Too young to remember, but we had a hit record called Pac-Man Fever. M
16:37I was in a band that had a number one record. I learned the music business early on. It's
16:41why in my retirement years, and I'll tell you what I think retirement is. I hate doing that,
16:47but I did it anyway. I moved to Nashville because I love the music industry and the music industry
16:52is just they can't understand that stream streaming and the internet is what you have
16:59to master. I've been in meetings in Nashville. I said, "You're not in the music business anymore."
17:04The music business in the '7s, '60s, '7s, '8s was selling dis, you know, widgets, vinyl, CDs,
17:11cassettes. That's not a business anymore. That's a novelty. Mhm. The world gets their music on
17:16their phone through streaming. They get their information. Streaming is the future. And of
17:21course, AI is the next wave. I told people that um you got you're in the fan building business. One
17:26of the things that I saw, you've built a following with this content. Mhm. and the content's good and
17:33it's helpful, so you deserve to grow and grow and grow. Well, that's what radio and television was
17:38always been. But what I did discover because I knew radio in the internet, there is a word for
17:48the phrase that people put in a search engine that what is the first results page and that's called
17:53SER. You've heard of SER terms? I have. Yeah. It's an acronym. I don't know what it stands for. Well,
17:58I'm going to share it with the audience. All right. search engine results page. Okay. If people
18:04type in fix my toilet, what comes up? Yeah. Paid results, organic results. You can find out what
18:11SER terms will bring you business. But there's one SER term people totally ignore. Everybody has
18:19two to three to four words that they dominate a search engine on. Well, I know the corner. Here's
18:24one of the challenge. You can typo your name the corner office and you still come up. Oh,
18:29okay. That's good. Okay. But the fact that you got to spell your name with a K and an E O E R.
18:36Yeah. You dominate the first page of Google for the corner office. Yeah. Your SER terms for your
18:42business, whether it's a worldwide business. Chris Corner, your name. Oh, there it is. Biz ideas deep
18:48dives. Oh, yeah. Yeah. Yeah. Okay. Those are SER terms. So, if I search Chris Corner, okay,
18:53biz ideas deep dive. If I Google biz ideas deep dive, four words, your videos dominate,
19:00AI dominates, Apple dominates, your website dominates, everything that you post, you dominate
19:06the first that is. So those four words are unique to you and they are your SER terms. Yeah. From the
19:13music business and the jingle business in the 80s and 90s, I used to write and produce radio jingles
19:20for small businesses in Atlanta, car dealerships, potato chips companies, you name it. In fact,
19:25you have Waffle House around here. Yeah. Oh, yeah. Yeah. Okay. Well, if you go into Waffle House, I
19:30produced all the Waffle House records. Oh, no way. I have I have a Golden Waffle for Raisin Toast.
19:35That's amazing. Those were corporate and local business jingles and national jingles. We did
19:40Ford. We did everything. But in right when Google started, there was a plumber in Smyrna, Georgia,
19:46near a suburb of Atlanta. The owner's wife got breast cancer and she was healed. and he made
19:53a commitment to change the name of his plumbing company to the pink plumber and donated proceeds
20:00for the rest of his life. H and that was kind of his market a marketing angle that he was so
20:05grateful that she was cured that the pink ribbon Yeah. Yeah. Yeah. So 30 years ago this jingle ran
20:13in Atlanta on the radio. Google Pink, click the link or call 404222 pink. I can't remember your
20:21address and I just came here because I heard that jingle 20 plus times on the radio. I remember his
20:28phone number to this day. But he said, "Google pink plumber." You could Google Pink Plumber,
20:34two words, his SER terms, and he dominated the first page. He invented that phrase and
20:40he owned it. Right. Yeah. Then he advertised it in what's called an earworm jingle. Mhm. Earworm is
20:48the phenomenon of when you associate marketing verbiage to melody. Hot pocket. Oh yeah. Well,
20:55I don't know if you 800588 2300. All right. If you Google Empire today, yeah, it should be Star Wars.
21:06Yeah. No, it's a carpet company. Yeah. That's the power of a SER term jingle. I invented SER
21:12music that I've done for all my clients. Mhm. And so for instance, we set their SER terms. Google
21:20the painting place for the best paint job you'll ever get. That just search the painting place. I
21:26checked it. Those those if he had a jingle running today, you can get embedded in the subconscious
21:32because this is a psychological fact. When you hear marketing information set to melody 20
21:38times on the 21st time, you'll never get it out of your subconscious for the rest of your life.
21:43So, how do you get the world to hear your SER terms over and over and over again? You
21:48open your podcast singing. We our podcast used to be Google pestcontrol marketer,
21:54grow your business like never before. That's pestcontrolmarketer.com. That's how we got traffic
21:59because our podcast always opened with our SER terms. Yeah. And if you still to this day, which
22:04we have, we ended the podcast about four years ago because my partner was 78 years old and he said,
22:09"I want to play Bob Dylan songs. I don't want to do this anymore." And I said, "Okay." And I said,
22:13"Well, here's what I learned from the pest control industry that I tested all these things and I
22:19saw the results." Then I started realizing every service business in the world needs to understand
22:25these processes. So how did I do ser jingles up until about 2 years ago? Well, I'm a musician.
22:32I have a recording studio in my house. I've know how to perform it. And you could throw a rock in
22:38Nashville and hit a singer. You know, there's amazing that talent. There's so much talent in
22:42Nashville. It's just amazing. And and they don't know how to make a living. So, if you'll hire them
22:48to sing a jingle, Yeah. they'll take it. Yeah. They'll take it. And you can do it virtually. I
22:52used to send tracks over to Adam Cunningham who was came in fourth on The Voice. And I used to
22:57watch The Voice to see who lived in Nashville and then I had to go network and meet with them. Oh,
23:00cool. So, that's how I, you know, got the got the singers and we sold our pest control jingle over a
23:06hundred times at $2,000 a pop. Wow. So to who? To pest control owners. Interesting. In fact,
23:13the same jingle. Yeah. We just give it to them for a 50-mi market because that's all that matters. Uh
23:18in fact, there was there was a client, one of my first clients was in Abalene, Texas,
23:23and he was called West Texas Pest Patrol. Okay. Wendle calls me up and he says, he says, I got a
23:29customer complaining that every time he goes to YouTube, my jingle plays. And I said, "Wendall,
23:37we don't control when the jingle plays." Yeah. You know, that's like telling the six o'clock news to
23:43stop running lawyer and car dealership ads, right? That's their bread and butter. Oh, okay. You know,
23:49I said, "Good. They can skip it." But here's what we discovered with that model. There is a thing in
23:56Google Adwords called skippable video ads. Okay? When you frontload a TV ad with a SER term jingle,
24:06it plays for free in the market. So, the cheapest local TV advertising we discovered in the world
24:13is buying TV ads limited to a mile radius or zip codes that are skippable YouTube ads. And we hope
24:20they skip them because they're going to hear the jingle and the positioning statement. You
24:25hope they skip them because the only thing you need them to hear is in the first 5 seconds or
24:29whatever. And now that's the jingle. Google Google West Texas Pest Patrol. No bug will survive. In
24:34fact, this is the horrible jingle and you can look it up. It's West Texas Pest Patrol. And u
24:48[music] Well, the nerd with Pest Patrol. If you're now we did we bought ads four years ago only in
25:03Abalene, Texas. He's had probably 8 million skips that heard the jingle in his local market for a
25:11little of nothing. But 3 million people watch the whole ad. We actually have had customers,
25:17clients of mine with with the SER term jingles, stay-at-home moms with kids. They're in there
25:22watching Bluey. My grandkids watch Bluey on YouTube. Well, when does the commercial come
25:26up? And they'd hear it in the background and the kids wouldn't skip the commercial. How long is
25:30the whole commercial? You any length you want, but I tell people to keep it under 60. Just like
25:35television, keep it under 30, 60 seconds. What did you pay for 8 million plays? Oh, it's pennies on
25:40the dollar. Yeah. You know, you can usually get 40,000 listens for a couple hundred bucks. So,
25:46anyway, skippable YouTube pre-roll ads with a SER term jingle. I don't see anybody else doing this,
25:52but I I want to tell you the story how it came about. What did that do to his
25:55business? Quadrupled, tripled his business. I've got testimonials and one of my best testimonials
26:01is my pest control guy in Perth, Australia. In his Google review, he said, "I listened
26:06to Mike's podcast for about 6 months. I knew he knew what he was doing." Yeah. I contacted him
26:13to sign up for his program and he says he made me a jingle. He built me a converting website at no
26:21extra charge because I can build a converting page in 15 minutes. It's just a template. He
26:26says a whole bunch of other stuff. I don't know what he does. I manage his Google Adwords which
26:30is usually when you find the right keywords and you set up the right I've got a little trick in
26:35my headlines. Problem agitate. Next step. That's Dan Kennedy problem. Tired of termites? Scared
26:42of termites? Afraid termites are infecting your home? Do you want them gone and solved now? Watch
26:48my video. Yeah, watch my video. Quadrupled the click-through rate. Just adding that line. Just
26:54adding that line. Interesting. So, making sure that the video, the jingle, and the Google ad and
27:00the headlines all synchronize. Like with my guy in Perth, Australia, he had a goal of hitting five
27:06half a million in 5 years. That was his goal. He was a oneman operator, which is the target. small
27:12businesses, big change, Terminex in any change, you know, Starbucks is not a customer or none of
27:19well in any service business. Sparky Electrical, Chris Corner Plumbing would be a customer, you
27:25know, a soulman operator. Those are the guys that need the help. They're out here by the thousands.
27:29That's why Google created Google Guaranteed. They know that small local businesses is the is the
27:36backbone of the economy. Yeah. You know, uh we all can't be Apple. We all can't be Waffle House. You
27:43know, those are big corporations. But that small one location, two location operator, he just wants
27:51to grow his business. Well, thankfully there's in America there's about 31 million of the small
27:56operators and like, you know, less than a million of the big businesses. Well, there you go. So,
28:01please, I need you I need you to send me your stories. If you or someone you know made
28:06thousands of dollars in a short period of time with a business, a side hustle, a growth hack, I
28:10don't care what it is, I want you on this podcast to give you free publicity, and to help grow my
28:16podcast. So, if that's you, go to tko yes.com, fill out the form. If it's a friend of yours,
28:22send them tkos.com, have them enter your name, and I'll give you a,000 bucks for the referral.
28:27That's tko.com. The big businesses have whole marketing teams and and resources that a small
28:34business doesn't have. So at any rate, pretty much everybody I've worked with that will cooperate and
28:40do what I tell them to do have doubled and tripled their business. Yeah. How many clients do you have
28:44today? When I started the pest control thing and I moved to Nashville, I didn't want more than 15
28:50clients cuz I charged 15 clients $500 a month. And I'll tell you what I did for them. Well, here's
28:58what I did. I I fixed their problems, which was one afternoon fix. And then I would produce their
29:04podcast in their jingle, and I charged an extra $2,000 for the jingle. And the biggest thing that
29:10was pulling teeth was getting that I would tell them what microphone to buy. You know, this is
29:14an SM8. This is the podcasting standard. You know, I sold a bunch of these as an affiliate. I'd tell
29:20them to get audio studio, something to where they could just hit record and talk and send me the
29:25MP3. And if they could send me that MP3 of their podcast, then I would do everything else. I would
29:30post it, I would transcribe it. So we would do one podcast a week, one blog post a week, fix their
29:37Google My Business, set up their Google ads, and the rest of it is pretty much on autopilot. And
29:41I would meet with them if they had a problem. So my time consumption was about an hour a month for
29:47$500. So in four hours, I could make two grand. But that's I was fast. I was an audio engineer.
29:53Yeah. And the the thing that was hard to do was to get them to record their content and write their
30:00create their content. That was hard. But I did it. Nowadays, you could use AI to tell Well, we're
30:05going to get there. We're going to get there. We're going to get there. But anyway, I'm just
30:09telling you, I did this and was successful when it was hard to get Yeah. service business owners
30:15to take the time, you know, not sit in front of a microphone and freeze. If you've noticed, I don't
30:20freeze up on a microphone. Yeah. I mean, it's just if you ask me a question, I can talk for for
30:25hours. But that worked. And the reason I didn't want any more than 1,500 15 clients is because I
30:31could make enough extra money with my residual income and I have multiple streams of residual
30:37income from different things. I'm a GoDaddy reseller. I sold I sold the Jingles. You know,
30:42I'm of the age I'm I have social security. I want my money back. You know, I have other businesses
30:47and I want to share some of those in a minute. But when AI came along, I started realizing, oh
30:52my goodness, I can teach these business owners how to go into chat GBT. Doesn't matter which flavor.
30:59I like Gemini cuz it's a Google product. Everybody seems to like Claude, but at the end of the day,
31:05there's a prompt that will write a pretty dagone good local centric piece of content. Yeah. Now,
31:11I tell my clients, I'll say, "I can do it for you, but you could get it done and send it to
31:18me faster than I could do it, and then you sit on it and send it back to me." Yeah. So, I've
31:22never had any resistance of them learning to use Gemini for free. Yeah. To write four blog posts in
31:27about 15 minutes and send them to me. Yeah. Now, because of 11 Labs, have you heard of that? I use
31:34it to dub all my videos. Well, there you go. This video will be in 13 different languages in our
31:38clone voices. Well, there you go. Yeah, you knew that. Mr. Bug Guy, Mr. Roofer doesn't care what 11
31:45Labs is. Yeah. So, I take his script, I clone his voice. Now, he reads it perfectly in any language
31:52we want. We've done some in Spanish because if there was a a big Latino market, but mostly time,
31:59English is all we got to do. and I mix the jingle on the front, take the the 11 labs in the middle,
32:06put the ad on the end of the podcast, and in 15 minutes, I've satisfied the customer,
32:11and he can track organic traffic. Yeah. Uh when we do when we track all the traffic, we can see how
32:18much is social media, how much is Google Adwords, it's 2080, 80% of social media and Google Adwords
32:24because buying traffic is the most guaranteed to wait. But if it converts and makes money, don't
32:29care. But getting 20% organic traffic, 20 to 30%. So now I don't have to ask them to do anything.
32:38I can do it for them. Yeah. The things that I was doing in Nashville was going to networking
32:43meetings, but really to build relationships in the music industry. Co put an end to the networking.
32:50People were home finding bugs and rat and rodents. Yeah. So pest control owners during CO bmed. Their
32:58biggest problem is they couldn't find anybody willing to work. Everyone at home is seeing all
33:02the bugs. Well, in fact, knowing too much about the pestil industry is the number one supplier of
33:08food for bugs and rodents are restaurants. They go to the trash. That's why there's rodent traps all
33:13around restaurants because that trash and the food waste, you know. Well, the rodents went, "Hey, no,
33:19there's no restaurants." [laughter] So, where do they go? They came to your house looking for food.
33:24And you know my wife, there's a bug in here. Get him out of here. Yeah. People are searching. They
33:31found them because of the marketing we had done. They're calling them. They had more work than
33:35they knew what to do with. Their problem was find, you know, was hiring people. It's time.
33:40It still hasn't died, but it it backed off a little bit and and networking came back after
33:45co. But now with AI, the writing of the content is simplified. Owner's voice is simplified. Even AI
33:53can now write the jingle. Yeah, I use Sono. There's several of them out there. I sing,
33:59but I don't like it writing it for me. I will write my own melody. Yeah, I know the prompts
34:05to give it to get the results I want. Yeah. Is that the playbook is to run the jingle on
34:09YouTube ads? Like that's the playbook for all of them. Or you do the other stuff with the jingle?
34:14Well, you can put it on radio if you wanted to if you have a radio budget. But it's yes,
34:19the YouTube ads, but YouTube about a year and a half ago or whenever it was said, "We want the
34:24RSS feed of your podcast." The jingle is running in the podcast. That's in the RSS feed. Cuz most
34:31of these small businesses, I can look at their YouTube channels. Yeah. Their headers are wrong.
34:36Yeah. Yeah. There's a thousand mistakes they don't know they're making. I don't know if you've ever
34:40heard of good friend of mine is a guy named Daryl Ees. Mhm. Uh Daryl. Yeah, he's the YouTube guy.
34:45I'm the number one internet audio guy in the world. Have been for 20 years ago. But anyway,
34:49that's that's where I got into in with these guys and learned where Michael prep a pizza learned
34:55about. Yeah. The final thing is getting customers in the local business area requires networking.
35:01Yeah. I sold all of the pest control people that I worked with. They'd listen to our podcast. The
35:08only advertiser on our podcast was our services, our coaching, our events, our book. I mean,
35:15we had all kinds of paths of income and jingles. So, the podcast was a steady flow of customers.
35:20I didn't need local customers or care for them cuz I was I wanted to work two days a month and
35:25go after the music business. So, I noticed all these things with pest control. I want to prove
35:30that it works in my backyard. So, my wife loves junk. We got more. They call it collectibles. I
35:36call it junk. She loves to price it. She loves to find it at Goodwill and sell it for a profit.
35:42That's her passion in her retirement. She started buying local honey from a beekeeper and putting it
35:49in her junk store and people started buying. So she has a retail store. She has a retail retail
35:55booth. Okay. [snorts] In a in a venue. Yeah. I said, "Why are you buying local honey? Oh,
36:01it's good for allergy. You know, there's a whole laundry list of whether it's true or not,
36:05they believe it's true. That's what matters. They believe it's true. And and local honey, well,
36:10thousands of people search local Nashville honey. Mhm. So, I said, I'm going to build a business for
36:16my wife and I'm going to buy that URL. So, now when you go to Google anywhere in the world or
36:21even in YouTube and you put in local Nashville Honey. So, that domain name was available. Yes.
36:27Wow. It's just a onepage website. She doesn't want to do e-commerce. She wants people to come
36:32into the store because then they see her junk and she doesn't even have to make the honey. She's No,
36:36she just buys it from the he she don't even go get it. He delivers it. All the things that I
36:40do for local businesses I did for Susan. So I post a blog post, created her a jingle. [music]
37:00[music]
37:04A taste of Middle Tennessee, your guide to our local honey varietals. Hey there,
37:09Susan Stewart here from local Nashville. I like it. She does nothing and she's had the biggest
37:15honey months ever since. Wow. So now I had a a local business I could go to networking. Well,
37:20who in Nashville have you worked with? you know, well, my biggest client's in Perth,
37:24Australia, but but now I have local natural honey. And and I want to tell this story real
37:29quick because it's the same principle. Last May, I'm a big-time pontoon boater. A pontoon boat to
37:35me is a living room with a motor. And sunsets on the lake are just magic to me. And in fact,
37:41most of my creativity comes out in the middle of the lake. So, there was a young man who
37:45I was out riding on his boat with his dog last May. And he's a pontoon boat captain.
37:50Nashville is the top bachelor bachelorette party destination. Yeah. So they're searching what to
37:56do in Nashville. Yeah. So I found out the number one search term was party boat rental. H he was
38:02working for another company that sadly was closing down because of a divorce in May
38:07and his whole season got wiped out. I said Jason congratulations. I said let me do some research
38:15here. And I found out. So this is kind of what I do with clients. his his term was Nashville party
38:22boat rental. That domain name was available. We implemented my strategies of all the things. We
38:29created a simple website with one call to action. Book your boat. We send traffic here and they're
38:35one tap away from booking our boats. And we went from zero to probably it's going to be
38:4180 grand this summer. Holy cow. Yeah. From that new website. Well, that's a onepage website,
38:47right? Last year we did 40 what we call charters with organic traffic. I finally convinced him to
38:52spend $250 a month on advertising. Jason I sampled his voice. He flipped out over chat GBT. You know,
39:00he he wrote enough articles to to last me for quite some time. But, you know, it's all about the
39:06keywords that people search when they're coming to Nashville. So, this was the jingle Nashville.
39:16You'll never forget [music] Captain J promises to see to
39:21it only at Nashville partyboat rental.com. [music]
39:28Now you run that on skipper 2026. The Nashville skyline isn't just made of steel and glass. It's
39:34built on the star power of country music's biggest. By the way, obviously this whole
39:38episode is about AI implementation. I have a community playmakakerai.com where that's all
39:43we do. There's almost 300 of us and dozens of us have gotten our first paid customers exclusively
39:49from what we learned in my group. We will teach you how to learn AI, how to implement AI, how to
39:54vibe code with AI, how to sell AI services, how to price it. There's a whole community of people
39:59and they're only doing that AI implementation for small businesses because I firmly believe this is
40:04the best business opportunity in the world right now. There are 400 million small business owners
40:09in the world, 33 million in the US, and all of them need AI, and you can solve that problem for
40:14them. So check us out at playmakersai.com. Now, do you go so far as to tell YouTube,
40:20"Show this to 25 to 40year-old women or do you let Google's algorithm?" I let the algorithm do it.
40:27Yeah. So you don't target the person by interest or anything. Just geography. Just geography. Okay.
40:32We know the cities that come here and so we only advertise a 20 mile radius in those major
40:38cities. Okay. And we're not, you know, we'd get a lot more traffic if we spent more money. But,
40:42you know, he's booked every weekend. Yeah. It's a success and it's all, it's growing. So, now I had
40:46two Nashville businesses. I said, "Okay, this year for the first time in my life, everything that I
40:52have been doing that took my skill set can be done by AI and it's scalable. It's never been scalable
41:00before, but it is scalable. So, what is the disconnect of getting new customers? I was calling
41:06myself last year the local big three. There's three things a local business owner needs to do.
41:12And quite honestly, nobody believed me. They just go, "He's just trying to sell me something." So,
41:16I said, "What is it that I am selling as a solution to a small business owner like National
41:22Party Boat, like Local Nashville Honey, like West Texas Pest Patrol? What am I selling? A local
41:27internet presence. In fact, if you Google local internet presence, my picture pops up. Of course,
41:33it does. Why? Because nobody's looking for that. Yeah. They don't know it's important. So the job
41:38of networking is doing one-to- ons with business owners and showing them that this is important
41:46and why you need to focus on making converting a converting web page doing all these strategies
41:53that other digital I don't see other digital digital agencies should be referral partners to
41:58me. Yeah. But for whatever reason they they're not so I don't care. But what I'm doing is I'm
42:04going to I got involved. We have in Nashville, we have a networking group called Connect Nashville.
42:10Uh 20,000 members in the Facebook page, one Google review. H what I wanted to see,
42:17could I train others to sell to small businesses like I do, and my partner in
42:24the Pest Control podcast had a nephew in Tampa. His name is Ted Yates. And about a year ago,
42:30I spent two Zoom calls with him and showed him what I did. And now he has it ain't a side hustle.
42:37He's got a full-time business from networking in his network. In fact, his networking group is one
42:43of our podcast customers. Oh, cool. So, because I'm scalable now with AI, the the jingle can be
42:51done in AI. The content can be created in AI. It can outsource. I I have a team in the Philippines
42:58that I could just train to do it. So, I'll take on as many customers as I can get. But the disconnect
43:04is the person who's willing to regularly go to a networking meeting and say the things
43:10over and over that creates oneto ones. Yeah. And every time I've done a onetoone, well, in fact,
43:16I got a text just this morning. We're going to we need to do business. I need your help. My god,
43:21you blew me away. I learned so much. I had no idea. These are the the feedback. So, I know it's
43:26real. Yeah. And the opportunity for your audience is if you learn to use these tools like Sunno,
43:3411 Labs, ChatGBT, your flavor of it, YouTube ads, YouTube ads, managing those things. It they're not
43:40hard. It's something. In fact, I've got training online that I give I'll give people. Yeah. You
43:47know, I don't want I don't expect or want money from that. But there are baby boomers out there
43:51especially who don't want to be Walmart greeters. We want to go take a cruise, so I'm gonna go out
43:56and make three grand so we have cruise money. Yeah. You know, because I can shut it off, go
44:01do the cruise, and then if I want to make another three grand, I can come back. Yeah. So Uber is
44:05a side hustle. Yeah. The baby boomers. The only other side hustle was Walmart greeter. You know,
44:12I I look at people my age and older, you know, standing on their feet all day at fast food,
44:17right? You know, that's this is something that's fun that all you have to know how to do is go out
44:24there and get the attention of the decision maker of a of a business. Reoccurring income is what
44:31the side hustle you want. Yeah. And you sell it once and as long as they stay, you get paid. I'm
44:38curious about the jingles. What is the optimal length for a jingle? 15 seconds. Okay. Whether
44:44it's a YouTube ad or not. Yeah. because you want it to be able to say the SER terms in the first 5
44:49seconds. They can't get up to the skip button fast enough. So, they're going to hear 8 seconds. So,
44:54if you say the SER term and the positioning statement, you know, u whatever business you are,
45:00business ideas and deep dives, business ideas and deep dives, you know, okay, side hustles that'll
45:05change your life, learning business opportunities you didn't know exist. I've actually tested this
45:09and the phrase that resonates the most is listen, get rich. Okay, then you go. That's what you're
45:15saying. the Kerner Office podcast. Listen, get rich. Boom. There you go. Right. If that played
45:20every on every one of your co podcasts. Yeah. You know, and I would put Google or search search
45:26your SER terms. And if that precedes every time somebody hears you, how did you get into this side
45:31hustle, Mike? Well, shoot. I listen to Yeah. Yeah. It puts it to the top. And with Sunno,
45:37like let's say I wanted to do hyper local. I could say, you know, Provo, Utah, Skenctity, New York,
45:43CM, Florida, and I could just swap out the prompt and make a jingle for each market if you wanted
45:49to. Yeah. Just to make it extra effective for those people. Oh, this is a podcast for people in
45:53CMI. Absolutely. You know, before that'd be $2,000 a pop. You're wasting that skippable opportunity,
46:01right? Trying to sell or educate. Well, the stats are we've had people as much as 60% watch,
46:09but you're going to get somewhere between 30, you know, 70% the whole thing you're saying. Yeah.
46:14Yeah. So, frontload it with something that will teach your local market or your worldwide market
46:20for that. You know, Nashville Party Boat Rental is US only. We're not targeting other countries,
46:26but you could. You know, it's all about traffic and conversion. It's all about doing whatever you
46:33can to help people remember how to find you. And when they find you, it it amazes me how many small
46:39business websites don't have tap to call on the bottom of the bottom of their website. Yeah. They
46:46expect people to know how to hit the, you know, ask a baby boomer, "What's a hamburger menu?"
46:50Well, it's probably an In-N-Out, isn't it? We got an In-N-Out at Nashville, so we're all excited.
46:55We got What about too? Yeah. Yeah. Okay. It's Texas, guys. But uh but they don't know what the
47:00any of this stuff is. That that that's not their business. They they sell tires, they sell paint
47:06jobs, they sell fixing the roof, whatever. Yeah. So networking is so important. Dumbing it down
47:14to where they understand it. Well, I've already done the math. 300 customers is a million-dollar
47:19business. And every bit of it can be outsourced. Yeah. Now, if you're willing to work 40hour weeks,
47:23you could keep all the money yourself or outsource it and get a team that does it. Yeah. Well, I've
47:28got another interview coming in 20 minutes. So, is there anything you'd like to leave us with that
47:32you had forgotten to mention? You know, no matter what your age, whether you're a young person like
47:38some of the people you had on there in their 20s, you're a millennial like my son who fell in love
47:42with making a pizza dough recipe that I said, "Who in the hell is going to do that?" Yeah. And well,
47:48a lot of people are doing it. A lot of people are buying his dough. But he he understanded
47:52the traffic and conversion situation. But my generation, baby boomers, we've got a
47:58lot of wisdom. We got a lot of knowledge. We've been through a lot of decades of marketing. And
48:03direct response marketing is always more better results than image marketing. Yeah. And I'm not
48:12a proponent of social media. The challenge is social media is what's called in a walled garden.
48:19It doesn't live forever. But but YouTube content, podcast content, blogs content live forever and
48:26get indexed in Google and generate traffic to your website that can be converted into buyersh. So how
48:32does that affect baby boomers? Well, it's a great side hustle to go out and talk to business owners
48:37and make a difference in the business. And if you do enough of it, you can double your investment
48:43income. Just to give you perspective, and I don't I don't know if you know this,
48:46what's the figure to make 50 grand a year with with investments? a safe investment that'll make
48:52$50,000 in retirement. A million bucks. Yeah. Well, financial planner who's a good friend
48:57of mine. Million and a half. Less than 4% of the world has a million and a half in the bank. Yeah.
49:02So sadly, and to me 50,000 that time wouldn't pay my house payment for [laughter] the year.
49:08So the reality is baby boomers should have side hustles that they enjoy that they're not climbing
49:14on roofs or up in attics. Yeah. they're not out in the heat. Networking and talking to a baby,
49:21a business owner, and making a difference in their business and getting reoccurring
49:24income is a heck of a side hustle for anybody, but especially us retirees who don't want to
49:30live on fixed incomes. Yeah. You know, if I want to just sit at home, watch TV, and do nothing,
49:36I could do that. But I don't. I want to get on an airplane and meet Chris Corner. [laughter] I want
49:41to Amen. I want to play concerts. I'm playing in Deadwood, South Dakota next week. Oh, cool. I'm
49:47in a band called the Box Tops. Okay, Google them. All right, but here's where I want people to go,
49:52and this will be the final thing I say. Google localpresence.com or local and there is a website
49:59there, and all my website says if you want to grow your business, you got to grow your local internet
50:04presence. Yeah. And I know how to do it. I've done it hundreds of times. And when you grow your local
50:09internet presence and you fix the other part of the equation, you make sure that conversion is
50:14right, then you make money. And if you're not in it to make money, then enjoy your hobby. Yeah,
50:20man. There's an opportunity. Yeah. Everywhere. Yeah. Amen. Amen. Thank you, Mike. Thank you. If
50:27you or someone you know went to ChatGpt and said, "Make me money." And then it did, I want to hear
50:33from you. I want to have you on my podcast to hear your story. If it's you, great. You'll get free
50:38publicity. If it's your friend, great. I'll give you $1,000 for sending your friend. Send them to
50:44tkos.com and fill out the form and we'll have you on the podcast. If you like this content, please
50:49share with a friend, hit a like or a comment below, and we'll see you next time on the Kerner