Marilyn Jenkins talks with Jason Barnard about Google Business Profiles for lawyers.

Marilyn Jenkins is a seasoned digital growth strategist with a career spanning backto 1998 and the founder of MJ Media Group, LLC, and Law Marketing Zone®.

Marilyn Jenkins reveals game-changing strategies for lawyers to boost their digital presence. She underscores the importance of accurately selecting categories, maintaining consistent name, address, and phone number (NAP) details across the web, and leveraging reviews and Q&As to bolster the profile's effectiveness.

Learn why consistent updates, strategic reviews, and practitioner listings are crucial for your law firm's success. Get insider tips on leveraging Google's free tools to attract clients, establish credibility, and outrank competitors. Plus, discover how to turn your practice's digital footprint into a powerful client acquisition channel. So if you’re an attorney looking to maximize your online visibility and grow your practice, this is a must-watch episode for you.

What you’ll learn from Marilyn Jenkins

00:00 Marilyn Jenkins and Jason Barnard

01:34 What Do ChatGPT and Other Assistive Engines Use to Supplement Their Results?

01:44 What Do Google and Bing Use to Supplement Their Search Results?

02:35 What is the Fundamental Difference Between Google My Business and Google Business Profile?

03:36 How Does Google Business Profile Help Google Understand Who You Are, What You Do and Who You Serve?

03:53 What is the First Way to Show Google What You Do?

04:56 What is the Feature in Google Business Profile Where You Could Do Keyword-Rich Images?

06:10 What is the Right Term to Use Instead of Keywords as Mentioned by Jason Barnard?

07:04 What Does Google Value Most When Ranking Business Profiles Aside from Keywords?

08:00 What Should You Do with Reviews, Whether They’re 1-Star or 5-Star?

10:03 How Can You Use Those Reviews to Your Advantage to Help Google Understand Your Business Even Better?

11:41 How Can You Ask People to Leave Useful Reviews that Will Be Helpful for Both Users and Google?

12:30 What is Next After the Reviews?

14:42 What Other Things Must You Do to Build More “Know, Like, and Trust” on Your Google Business Profile?

16:01 How Important is It That Your Name, Address and Phone Number Are Correct Everywhere Else on the Web?

19:01 Why is It Important to Only Give Manager Access to Your Google Business Profile?

This episode was recorded live on video December 3rd 2024

https://youtube.com/live/E02oD9zntXo

Links to pieces of content relevant to this topic:https://youtu.be/FWXLAJVGjIUhttps://podcasts.apple.com/us/podcast/how-automate-linkedin-to-land-executive-professional/id1717325062?i=1000642909126Marilyn Jenkins

Transcript from Google Business Profiles for Lawyers - Fastlane Founders with Marilyn Jenkins

[00:00:00] Narrator: Fastlane Founders and Legacy with Jason Barnard. Each week, Jason sits down with successful entrepreneurs, CEOs and executives, and get them to share how they mastered the delicate balance between rapid growth and enduring success in the business world. How can we quickly build a profitable business that stands the test of time and becomes our legacy? A legacy we're proud of. Fastlane Founders and Legacy with Jason Barnard.

[00:00:31] Jason Barnard: A quick hello and we're good to go. Welcome to the show, Marilyn Jenkins.

[00:00:37] Marilyn Jenkins: Hi, how are you?

[00:00:37] Jason Barnard: I'm fine, thank you very much. Welcome. We're going to be talking about Google Business Profiles for Lawyers. I'm really curious because from what I understand, it's the easy win for a lawyer.

[00:00:53] Marilyn Jenkins: It is, absolutely. And it's a free service.

[00:00:58] Jason Barnard: It's a free service from Google and we can look at how that can be a really quick win to bring clients to your law firm.

[00:01:06] Marilyn Jenkins: Exactly.

[00:01:07] Jason Barnard: Right. Wonderful. But before we do that, I wanted to show you this. We specialize at Kalicube in optimizing people's personal brand for Google search and AI. And I had a look in ChatGPT and this happens a lot. It isn't clear about which Marilyn Jenkins I'm talking about. But as soon as I specify, you get a delightful description when it searches the web. And that's really interesting from our perspective, and I think for anybody who cares about their personal brand, that ChatGPT and other assistive engines are now using the web to supplement their results.

[00:01:43] Marilyn Jenkins: Exactly.

[00:01:44] Jason Barnard: And the web, Google and Bing are using engines like ChatGPT to supplement the search results. And it's all kind of coming together, which I love.

[00:01:53] Marilyn Jenkins: Yes, exactly.

[00:01:55] Jason Barnard: I see you love it too, don't you?

[00:01:57] Marilyn Jenkins: Yeah, I do. I mean, and the power of using the Google Business Profile for your branding is just amazing. And the fact that Google provides that and we think of Google My Business, or a lot of people think of Google My Business, which is the old version. The Google Business Profile is like, I think, the eighth iteration of Google Places. And every time you get more and more features, more and more opportunities to tell Google what searches you're relevant for.

[00:02:25] Jason Barnard: Okay. Which is brilliant. Question number one is what's the difference fundamentally for you when they changed the name from Google My Business to Google Business Profile? Was it just a rebrand or did it actually change?

[00:02:35] Marilyn Jenkins: Massive, massive new features. And like, you have a management portal that's different for different areas. They don't roll out the same thing globally. The management portal is so much more simple to use, much more visual, more insights, and you also have a lot more content that you can put on it. It is virtually like your own blog and your own social media. I mean, it's just, it's interesting how, you know, Google is the number one search engine because they provide good results for their visitors. Right. Engagement is what they're looking for and they have to provide good results. So by giving them everything you need that you can on your Google Business Profile.

You're saying, I am interested in good user results as well. And they reward you for that.

[00:03:21] Jason Barnard: The Google Business Profile is an acquisition channel, a whole acquisition channel just on its own.

[00:03:27] Marilyn Jenkins: Exactly, exactly.

[00:03:28] Jason Barnard: And you were saying it's a really good way for you to explain to Google who you are and what you offer and to whom. Can you go into more detail there?

[00:03:36] Marilyn Jenkins: Yeah. So you want to use your actual business name. Don't use like a keyword or a city in your business name. If it's not your legal business name, that will detract. You want to use your name, address and phone number and use it the same everywhere on the web that you list your company. But the big one is your category that you have. I believe in most places, up to seven categories you can choose. You want to choose your category in priority ordered, what type of customer you want.

So say you're a Family Law Attorney, but you really want to do child custody. The new list, the child custody first, divorce second, those kinds of things. Same with personal injury. Choose what you want first and then you keep the rest of them. So the categories is the first way you show Google what you do. Right.

[00:04:22] Jason Barnard: The categories from what you just said go actually quite specific.

[00:04:26] Marilyn Jenkins: They do, and they're predetermined. So it's not something you can go in and type in. You choose off of a list. And it's worth checking back every so often to see if that number is increased. Because when they first launched the Google Business Profile, it was three.

[00:04:41] Jason Barnard: Right. And you find that a lot of attorneys get that wrong.

[00:04:47] Marilyn Jenkins: Yes. A lot of them put law firm.

[00:04:50] Jason Barnard: All right, very gentle.

[00:04:52] Marilyn Jenkins: That tells nothing. Right. It doesn't say anything about what you do. The other big thing is they have, they now have Posts and Products and Services. So think posts, think blogs, blog posts. Right. Where you could do keyword rich images the whole nine years and put content on your Google Business Profile. But on products and services, I've seen Estate Planning Attorneys that we put, you know, their wills and trusts and put those and each services its own separate service. Same for any other attorney. You can put a photo that's got a named as a keyword. You describe the service using your keywords, your city, that sort of thing. Again, every little thing you give it, Google reads and says, okay, if this search comes up, you're relevant for that.

[00:05:40] Jason Barnard: I mean, you use the word keyword, but do you really mean the name of my service very specifically stated, yes.

[00:05:48] Marilyn Jenkins: So if I am a Personal Injury Attorney. And I want to focus on car accidents or motorcycle accidents. I want to have articles that mention motorcycle accidents in my state or my city. Absolutely.

[00:06:02] Jason Barnard: Right. Okay. I mean, because the word keywords I think is something that people don't necessarily understand and often as well, if people get really into the SEO and how to manage Google keywords is not really the term we should be using I believe. It should be words that are key and being very specific and accurate in what you're saying.

[00:06:23] Marilyn Jenkins: No, no, no. I mean, you're right, you're right because I'm old school SEO. I've been doing this since the late 90s. Right. So it was keywords and keyword phrases. When I think keyword,

Jonathan Gillham talks with Jason Barnard about publishers embrace integrity in the era of generative AI.

Jonathan Gillham is the Founder and CEO of Originality.ai that provides a complete toolset that helps Website Owners, Content Marketers, Writers and Publishers hit publish with integrity in the world of Generative AI.

Jonathan reveals the hidden risks and ethical challenges of AI content creation. He emphasizes the importance of keeping the human in the loop to mitigate risks and maintain authenticity. He discusses the necessity of unique data and insights in content to add value beyond simple text. He also highlights the challenges of setting clear policies within organizations regarding the use of AI.

From dangerous mushroom-picking guides to content that puts brands at risk, learn why maintaining the human element is crucial for business success. You will get insider insights on balancing AI efficiency with authenticity, implementing smart content policies, and avoiding Google's AI spam penalties. Plus, you will uncover practical strategies for creating value beyond words in today's AI-driven content landscape.

What you’ll learn from Jonathan Gillham

00:00 Jonathan Gillham and Jason Barnard

02:45 What Exactly Does Originality.ai Do?

03:28 What Specific Words Are Commonly Introduced by ChatGPT and Other AI?

03:57 Why Does Jonathan Gillham Think Humans Are Starting to Write Like Machines?

04:54 Why Does Jonathan Gillham Think AI’s Ability to Imitate Humans Can Be an Increasingly Big Problem?

05:49 What Are the Main Problems With AI-Generated Content?

06:10 What Are the Two Critical Additional Problems With AI-Generated Content Based on Jonathan Gillham?

09:04 Why is Fact-Checking Such a Huge Problem for Large Language Models (LLMs)?

10:56 Why is It So Important to Keep Humans Involved in the Process of AI Content Creation?

12:20 What Does It Mean to Go Beyond Words in Content Marketing?

13:49 Why is Simply Feeding an AI With Your Content Not Enough for It to Fully Replicate Your Knowledge?

16:06 What are the Effective Ways to Use Prompts to Give the Bot the Instructions for Content Creation?

17:14 How Can You Distinguish Between Human Writing and Bot-Generated Content?

19:40 How Can A Business Person Ensure Policies for the Use of AI Are Applied Across Their Organization?

This episode was recorded live on video November 26th 2024

https://youtube.com/live/3_v7Mz9zwgM

Links to pieces of content relevant to this topic:https://originality.ai/Jonathan Gillham

Transcript from Publishers Embrace Integrity in the Era of Generative AI - Fastlane Founders with Jonathan Gillham

[00:00:00] Narrator: Fastlane Founders and Legacy with Jason Barnard. Each week, Jason sits down with successful entrepreneurs, CEOs, and executives, and get them to share how they mastered the delicate balance between rapid growth and enduring success in the business world. How can we quickly build a profitable business that stands the test of time and becomes our legacy? A legacy we're proud of. Fastlane Founders and Legacy with Jason Barnard.

[00:00:31] Jason Barnard: Hi, everybody and welcome Fastlane Founders and Legacy. I'm here with Jonathan Gillham. A quick hello and we're good to go. Welcome to the show, Jonathan Gillham.

[00:00:46] Jonathan Gillham: Hey, thanks, Jason. Thanks for having me.

[00:00:48] Jason Barnard: An absolute delight. You're the founder of Originality.ai and we're going to be talking about AI and ethics and not using AI to produce all of your content that you need the human aspect and you need to make sure that human aspect is maintained over time for your corporation. It's very tempting to try to save time. But before we do that, our specialty at Kalicube is Brand SERPs. And I was looking around at your name and Google has you in its Knowledge Graph. It understands who you are and you've got what we call a tiny Knowledge Panel sprout for people listening rather than watching on the video. We're now looking at a tiny Knowledge Panel sprout with Jon's name and his photo. And that is a great start to understanding from Google and a great start to getting it to represent you this way. And we're going to be talking about AI number one. Google on the left hand side, where Google is representing Scott Duffy as the superstar he is as an entrepreneur. And on the right hand side, ChatGPT being able to explain exactly who he is, what he's done and that he's worked with Richard Branson in the past, for example.

So educating AI is what we do. What exactly do you do at Originality.ai? Please explain, Jonathan.

[00:01:58] Jonathan Gillham: Yeah, sure. So I'll give a kind of quick background to make it all sort of make sense. But we ran a content marketing agency for a number of years, ended up selling that was the heaviest user of Jasper AI, but predated ChatGPT where we were transparently using AI to create content for clients and passing on that efficiency savings. The question that sort of started to come up was how do we know your writers aren't using AI? It's like, well, we have a policy but we didn't really have the right sort of mitigating steps and controls in place. And so we sort of saw this wave of generative AI coming, ended up building an AI detection tool, launched it actually the weekend before ChatGPT launched. So a bit of a, bit of a lucky unlucky on the timing of some different respects and yeah, it's been a ride, a ride since then. But what we do is we help, we help anyone that's acting as a copy editor ensure that the content that they're going to be publishing meets their standards and whether that's published by AI or not, plagiarism checking, fact checking, readability, grammar, spelling.

[00:03:00] Jason Barnard: And so it's a way for the content writers or the bosses of the content writers to check for originality.

[00:03:09] Jonathan Gillham: Yeah, the bosses of the content writers often or the copy editors who sort of are generally functioning as the bosses of that team of writers. But you know, I think a lot of people are happy to pay $100 thousand dollars for a piece of content, not super happy to find out it was copied and pasted out of ChatGPT.

[00:03:28] Jason Barnard: Right. Well, what I generally do is look, look for words like elevate and a new frontier. And these are all words that ChatGPT and other AI have introduced into the language as this kind of common term that people supposedly use. And for me, we don't use frontier, new frontier very often. We don't use elevate. And weirdly, people are now starting to use it. Are we starting to write like the machines? And it's going to get harder to detect.

[00:03:57] Jonathan Gillham: So it's actually interesting. You know, as humans we have two biases, cognitive biases that make us think that we can sort of identify content where we have this sort of overconfidence bias, where if you ask a room filled with people how many of you think you're an above average driver, 80% are going to put up their hands. And then we often try and sort of think we can see patterns where no patterns exist. And so there are definitely some words that are being used by ChatGPT at a higher rate than normal. And as that sort of gets into the world of literature that people are reading and consuming, it's going to drive us to use those words more. But the ability of humans to actually pick out AI content, especially if there's been any level of sort of attempt to write like so and so. Our ability gets down to basically a flip of a coin.

[00:04:44] Jason Barnard: Right. And do you think that's going to be an increasingly big problem, that is AI is going to get better and better at imitating real people?

[00:04:55] Jonathan Gillham: Yeah, I think it's going to be an interesting problem that society as a whole is going to have to wrestle with is, where are we okay with AI generated content? Where are we not okay with it? I think there's great use cases for it. There's also use cases that we're not very happy about. If we read a review for baby formula that was AI generated. We're not very happy about reading that versus a human generated review. Similarly, we've helped with a couple oddly. There's been a couple of mushroom picking books that were AI generated and then published on Amazon and the books had some dangerous material in it that would have resulted in death if somebody had followed what the book had suggested. And those turned out to be AI generated books. And so I think that it's a risk to brands that are using it for them to understand. It's not necessarily a bad thing or a good thing. It's just a risk that needs to be managed and correctly mitigated.

[00:05:47] Jason Barnard: Right. So just off the top of my head I can see multiple problems with AI generated content. One is factual correctness. They don't fact check that hallucinations are common. Another is style, another is expertise adding something new to human existence. Those are just three. I'm sure there are a lot more.

[00:06:10] Jonathan Gillham: Yeah, the sort of problems that it introduces to a business is one, the fairness component on if you're okay with somebody using AI and you're paying the writer on a freelance basis, then who should be the one that generates captures the value of that efficiency lift. And so that's sort of one. And the second one is Google has come out and been extremely clear that they are very much against mass published AI spam. And then it's up to our interpretation on where does that mass published AI spam start and stop and sort of when does it turn into value added useful content and when does it turn into spam? And that's something that although, you know, we'd love it if it was a nice clean answer from Google, the reality is that Google will do things trying to sort of deal with one problem and then we'll have some sort of ripple effects elsewhere.

Scott Duffy talks with Jason Barnard about the importance of personal and corporate branding.

Scott Duffy is an entrepreneur, keynote speaker, and Founder of AI Mavericks. Previously, he founded Smart Charter, which was acquired by Richard Branson’s Virgin Group and has been recognized as a “Top 10 Speaker” by Entrepreneur.com.

Scott shares game-changing insights on controlling your digital narrative and dominating search results. He highlights his challenges of managing an accurate digital identity when changing careers and dealing with Google's unpredictable algorithm changes. Scott also emphasizes his collaboration with Kalicube to restore his online presence showcasing the importance of expert assistance in managing digital profiles.

Learn why Google visibility is 10 times more valuable than your website, and how to leverage AI-driven platforms to establish credibility. Discover how Scott rebuilt his online presence from scratch after losing control of his digital footprint, and why a strategic Knowledge Panel is crucial for entrepreneurs. Whether you're pivoting careers or building authority, this episode reveals proven strategies for making your personal brand work harder for your business success.

What you’ll learn from Scott Duffy

00:00 Scott Duffy and Jason Barnard

01:44 How Important Is It That You Have Control Over Your Online Narrative?

02:05 What Is the First Thing Potential Clients Usually Do When They Meet Someone New?

02:24 Why Does What Appears in Google Search Results So Important?

03:39 How Does Kalicube Help Google Create Accurate Summaries About a Person or a Business?

05:24 What Online Information About Scott Duffy Has Jason Barnard Helped Organize?

07:38 Why Is It Important to Focus on Building Your Personal Brand?

08:13 Why Do You Need to Build a Strong Foundation on Google?

08:57 What Common Mistakes Do People Make in Terms of Their Personal Brand?

10:41 What Mistake Did Scott Duffy Make When an Agency Called Him, Suggesting He Needed a Wikipedia Panel?

15:00 Where Should You Begin if You Want to Build Your Brand and Credibility Quickly?

15:15 Why Should You Choose Jason and Kalicube to Help Build Your Google Knowledge Panel?

17:02 How Can You Stand Out From the Crowd and Become the First in the Search Result?

19:30 What Challenges Did Scott Duffy Face When Pivoting Between Different Projects?

20:52 What Has Scott Duffy Done to Make Google and AI Focus On What’s Important About Him?

27:05 Why Is It Important to Package Yourself and Provide Google With Clear, Accurate Information of You?

This episode was recorded live on video November 19th 2024

https://youtube.com/live/n56VpMb_gOg

Links to pieces of content relevant to this topic:Scott Duffy

Transcript from The Importance of Personal and Corporate Branding – Fastlane Founders with Scott Duffy

[00:00:00] Jason Barnard: Hi, everybody and welcome to another episode of Fastlane Founders and Legacy. I'm here with Scott Duffy. You get the intro song, Scott. A quick hello and we're good to go. Welcome to the show, Scott Duffy.

[00:00:46] Scott Duffy: I love it. I love it. You know, that's the thing is you never really get a welcome song on a podcast. Right. This is really unique. I like this.

[00:00:55] Jason Barnard: Brilliant. Well, it was my past career and I still sing and I've got a jazz club opposite. I'll be playing there in a few weeks time. So I'm cheating with the voice. But what I liked about it is I don't need to record an intro and I can do it live and it's fun and people like it and you liked it and I'm very happy you liked it. But today we're talking about personal branding and corporate branding and the importance, particularly as an entrepreneur, of your personal brand. And one thing I just wanted to show before we start is that we work with you.

[00:01:28] Scott Duffy: Yes.

[00:01:29] Jason Barnard: And we built that Knowledge Panel for you. We've built it out. That looks incredibly impressive with the books. And then I asked ChatGPT about your career and ChatGPT writes a huge long essay about you and it's all correct. So how important is that?

[00:01:44] Scott Duffy: Well, I think today if you're a business person, I think it's everything, you know, especially if you're an entrepreneur or you want to be a leader in your space, you know, it's all about the message and the story that you're out there telling the market and really controlling, having control of that narrative. And you know, it's interesting because I think when you meet somebody new, whether you're making a new friend or it's a business prospect or it's somebody that, for example, you're out there raising capital and you're meeting with a new investor, what's the first thing they're going to do? They're going to Google your name. And I think that what comes up is so important. I personally think that what comes up in that Google result is 10 times more important than anything you could ever have on your website. Because what that's going to do is it's going to establish third-party credibility for you. And the narrative that they see is the first thing that they're going to believe. And the more that you can control and the more you can occupy that page and control the narrative, I think the more trust they're going to have in you, which is going to lead to, you know, more likely lead to the decision that you're looking for, whatever it is. Now, some people may say that.

Some people may say that. Well, they don't Google you. I go to Instagram or I go to social media. The truth of the matter is this. The truth of the matter is most people today, I'm going to say 99 out of 100 at least, are going to Google first. They don't have your social media handle. They don't really know who you are.

They want to know what does the Internet say about you?

[00:03:20] Jason Barnard: Yeah.

[00:03:20] Scott Duffy: And that's why this is so important.

[00:03:23] Jason Barnard: So Google's a kind of summary of the Internet.

[00:03:26] Scott Duffy: Well, so Google is a summary of the Internet, but the question is, you know, where are they getting the information for that summary? Where are they coming up with this? And I think that what is really awesome about what you do and what Kalicube does is you tell Google exactly what data to create their summary from. In fact, you teach them how to organize the data in a certain way. Again, that enables you to tell the world the story that you want them to know or you want them to believe about you as a person or as a business. And, you know, personal branding and personal marketing is so important. I was just Talking to a CEO yesterday of a company, big company, Fortune 500 company, and we were talking about his personal brand. And what I find really interesting is that it used to be that the CEO of a big, say, Fortune 500 company, Fortune 5000 company, all of the branding while they were in that role was done for the company. But now more and more CEOs are realizing that I may move around. Like, it's not just about, for example, AT&T or T Mobile or Nabisco, like, whatever it is, it's about me and my personal brand.

So in parallel, what these leaders are doing today is they're not just building their company brand, but on the side, they're building their own personal brand that's going to be portable and that they can take with them for the rest of their life.

[00:04:57] Jason Barnard: Right. Yeah. And the interesting point there is that they're doing all the work to build it, but the machines don't understand what they're doing. So the machines can't represent them the way they want.

[00:05:07] Scott Duffy: Well, that's exactly what happens. And then they come out with a book or they change their social media, or they have, you know, a hundred different profiles online for different things. And so Google does not really know what to pull from. And I think that one of the things that's really, that has been great, Jason, that you've done with me is, you know, connecting, you know, my name, connecting Scott Duffy to the books that I've written, the articles I did, to all these things that I've done so that it all kind of can come together in the way it comes together, you know, or one of the ways it comes together is when somebody types in my name and I'll do a search for my name. Well, not just see the pictures and the profile, but they'll see, I think you call them pills. But if you want to drill down, you can drill down into an overview or books or TV shows or whatever it is, and you can get even more information. And I know all of that takes time, but unless you have the right foundation set, which is one of the things that you do, none of that is really possible.

[00:06:16] Jason Barnard: Yeah, 100%. And from that perspective, we come onto your personal brand. To what extent is your personal brand driven your business ventures? I mean, one thing I learned about you very quickly is you sold a business to Richard Branson, who said you'd reinvented one aspect of the aviation industry. That's huge.

[00:06:35] Scott Duffy: Yeah. Well, I think that, you know, you know, from a personal branding standpoint, you know, it's interesting. So if you go back a hundred years, the average man in the United States lived to be 53 years old. Right. I'm 54. That freaks me out.

[00:06:52] Jason Barnard: Lucky you. Yeah, you made it.

[00:06:56] Scott Duffy: Maybe back then, being good at one thing was good enough. But today that's not the world is. Today we're going to have many careers, several things that we do all of those, this kind of stuff. Over time the world has changed and as a result, locking ourselves or our branding around one thing or around one company is really limiting. It's kind of like, I think of it in terms of athletes. An athlete will go and they'll play for a big team, right?

Bob Gentle talks with Jason Barnard about the personal brand business roadmap.

Bob Gentle, is a coach, consultant, speaker, and a top-rated podcaster. With nearly twenty years of experience in digital marketing, he spent most of his time running his own agency - Amplifyme.

Bob shares his proven Personal Brand Business Roadmap for combining magnetic leadership presence with effective sales strategies that actually convert and emphasizes the importance of understanding one's unique strengths and how these can be leveraged to create a robust leadership brand. He also outlines the five crucial sections for building a personal and leadership brand.

Get ready to transform your personal brand into a powerful leadership brand and discover how to evolve from being "one of many" to becoming "the one among many" through strategic brand positioning and authority building. Stop waiting for success to fall into your lap and learn how to harvest the opportunities you've been cultivating.

What you’ll learn from Bob Gentle

00:00 Bob Gentle and Jason Barnard

00:26 What Aspect Did Bob Gentle Help Jason Barnard and Kalicube With?

01:54 Why is Bob Gentle Coaching Jason Barnard Despite Their Theoretical Competition in a Similar Area?

02:17 Why Does Bob Gentle Describe His Role as Similar to a "Ringmaster" for People Who Want to Build Their Personal Brand Online?

05:58 How Many Stages Does the Personal Brand Business Roadmap Have?

06:09 Stage 1: Personal Brand Foundations

07: 20 What Should Come First, Choosing Your Specialty or Building Fame?

09:16 Why is it Important to Know What the “Center” of Your Target Audience Looks Like?

11:18 Stage 2: Authority and Network

13:08 Why Does Jason Barnard Believe Appearing Great on Google and ChatGPT Will Attract People?

16:14 Stage 3: Discoverability

23:45 Stage 4: Products and Services

24:42 Stage 5: Selling and Scale

This episode was recorded live on video November 12th 2024

https://youtube.com/live/JBbliyzSseQ

Links to pieces of content relevant to this topic:amplifyme.agency/podcasthttps://youtu.be/DMULau_vbRYhttps://youtu.be/aXxrNPD77eQBob Gentle

Transcript from The Personal Brand Business Roadmap - Fastlane Founders with Bob Gentle

[00:00:00] Jason Barnard: Fastlane Founders and Legacy with Jason Barnard

Hi, and welcome to Fastlane and Founders and Legacy with me, Jason Barnard and Bob Gentle. A quick hello, and we're good to go. Welcome to the show, Bob Gentle.

[00:00:20] Bob Gentle: I am not a singer. There's no chance in hell you will get me to sing. But thank you very much for having me. 

[00:00:24] Jason Barnard: It's a pleasure. It's one of the things I do quite well along with running my company, Kalicube, and you have been helping me with that in terms of my personal brand and how my personal brand can help to drive business for my company. I find that super interesting. I find you super smart, and I'm really happy to have you here to talk about the Personal Brand Business Roadmap of Bob Gentle, version three. 

[00:00:49] Bob Gentle: Well, thank you very much. First of all, I don't think it's ever happened to me that a client has had me on their podcast and said, this is Bob. I'm working with Bob because I make, I make a point of not telling people who I'm working for because it's a little bit like when Oz pulls back the curtain and you can see what's happening behind things. So it's a real treat to be able to actually do this with you today, and I think it's a testament to your confidence and the success in your business that you're willing to do that. So I really do appreciate it, and it will make it a lot of fun. 

[00:01:24] Jason Barnard: Yeah. And you just made me think of that. We pulled back the curtain and people said, but it's the same person.

[00:01:31] Bob Gentle: Yes. You're just the younger, much more handsome version. 

[00:01:34] Jason Barnard: Thank you very much. You're so charming. But in fact, there are multiple reasons why I think it's really interesting. Number one is Kalicube is here to help our clients boost, amplify, control their personal brand online, and that's what you do. So we're theoretically competitors, and yet you're coaching me. Now, why do you think that is?

[00:01:54] Bob Gentle: Well, I think where I come from is... and you mentioned The Personal Brand Business Roadmap. If people want to build their personal brand online, if they want to be more visible, if they want to be more successful in business, that's a very diverse range of skills and talents that you need to bring to bear. And my role, I guess, is a little bit like the ringmaster that I help people understand where they're strong, where they're weak, and within that, there are some unique skill sets that are particularly valuable. So whenever I'm working with a client and they need to go really deep into a rebrand, for example. I'm not going to be the rebrand guy, but I'm going to be the person that helps them identify, that's the priority right now. Similarly, if somebody knows that they're just not showing up in search or in AI the way that they deserve, then they need to speak to Jason Barnard, because I'm not the guy who's going to take them deep on that. I'll help them identify it and prioritize it, but I'm not going to be executing on it most of the time. I execute at a very superficial level across lots of different things. But sometimes people need to go deep and just get that nail hammered in properly. And that's where people like you come in. 

[00:03:12] Jason Barnard: Right. Well, we really specialize in search and AI and I was looking at your five steps and we basically cover the first three, which is the foundations being understood, authority and network being credible and discoverability being deliverable is how we talk about it. Understandability, deliverability, credibility, and that's where we stop. But what we do is take whatever you've got and make sure the machines understand it. What you do is help me build it and prioritize what I need to do and then add the other two steps, which are products and services and actually selling something.

[00:03:47] Bob Gentle: I think for the listener or the viewer, whichever you are, it would probably make sense if you had this in front of you at the moment, if you wanted to. You can go and get it. It's completely free, amplifyme.agency/roadmap. It will ask you for an email address. I'm sorry, but you can go and get it for free. And it will help put this conversation in some context. But what's interesting is with that first level with the website and how you actually show up online, you show up online with significant authority. And I think one of the questions we had together early on is who do you want to look important to, who do you want to look valuable to and what do you want to look valuable for?

Because it's as you've identified, Jason, and the Kalicube Process, it's quite easy for you to really dominate search results, both with generative AI search, but also things like Google Knowledge Panels. But what's actually the signal that you're sending once you've achieved that dominant position? What are the emotional triggers that you're pulling? What's the value that you want to transact on? Because everybody's very different. And I think what you were aware of is you were pivoting from being very valuable for one thing to one group of people, to wanting to be super valuable for one specific thing for one specific kind of person. And that requires you to be able to articulate it and communicate it and then codify that in the kind of work that you do. 

[00:05:22] Jason Barnard: Yeah.

And you're really good at articulating kind of what I've been saying. I tend to geek in and over explain. And you've been providing me with great focus, prioritization of what I'm actually doing and how I'm saying it to the people that I'm trying to communicate with. And what I can then do is take all of that that you've given me, publish it online, and then the Kalicube Process, which is what we do for ourselves as much as we do for our clients, is actually communicate that to the machines. But what I've done, while you were talking, I was listening, I do promise. But I also got this out, which is your roadmap. So for the people watching on YouTube, you can see the Personal Brand Business Roadmap, which has about 26 steps I think divided into five sections.

So Bob, walk us through it, starting with number one. 

[00:06:12] Bob Gentle: Well, I'm not going to go through it node by node because that takes about an hour, an hour and a half to do in my sales pitch. But in simple terms, The Personal Brand Foundations layer one, this is understanding what is our zone of genius. Because if we can do the thing that we enjoy the most and the thing that we find flow state in the most, then everything from that point onward is going to be easy. And one of the things that if you're a service provider, lots of my clients are service-based businesses. Probably the easiest to understand in that context. Then if you're accustomed to doing business in a local community, you're never going to be able to spend that much time in your true zone of genius because you have to be quite general. And I think this is what you'll have experienced at the beginning of your search marketing business is you had to do anything for anybody. But the more high profile you become, the more you can really focus in on that thing that really makes you shine.

So understanding what that is... 

[00:07:20] Jason Barnard: Yeah, no, no, I'm sorry. So putting the focus of my super genius niche to one side. If I can become famous, then I can choose the one specific thing I want to do. So I need to be famous first or do I need to choose a specific thing first? 

[00:07:38] Bob Gentle: I think it's a gradual process,

Jonathan Cronstedt talks with Jason Barnard about the Billion Dollar Bullseye.

Jonathan Cronstedt, also known as JCRON, is an investor, advisor, USA Today best-selling author, and Board Director at Kajabi. He shares the blueprint behind growing 2153% to achieve a $2B valuation within five years.

JCron reveals his controversial 7Ps Framework from his book Billion Dollar Bullseye and discusses why he believes putting people last might be the key to extraordinary growth. He explains why most companies fail at purpose, how profit protects vision, and why exceptional products naturally drive marketing success. He also stresses the critical role of prestige in customer experience, and why exceptional service can compensate for an evolving product. He emphasizes the need to master the strategic sequence of Purpose, Profit, Product, Prestige, Promotion, Persuasion, and People to create a business that naturally attracts top talent and drives sustainable growth.

Get ready for an unconventional take on scaling businesses that challenges everything you thought you knew about building a billion-dollar company. This episode delivers actionable insights from someone who has actually done it, whether you are a startup founder or seasoned entrepreneur.

What you’ll learn from Jonathan Cronstedt

00:00 Jonathan Cronstedt and Jason Barnard

01:20 How Did Kalicube Help JCron Unify His Professional Identity in Search Results?

01:52 How Did JCron Start at Kajabi and Help Grow It to a $2B Valuation in 5 Years?

02:22 What Prompted JCron to Transform His Unicorn Success Story into a Book?

03:05 What Inspired JCron to Develop the Billion Dollar Bullseye Framework for Business?

03:56 What are the 7Ps in JCron's Billion Dollar Bullseye Framework for Success?

05:03 Why Did JCron Place People Last in His Billion Dollar Bullseye Framework?

07:31 How Do You Build the 6Ps to Attract High Performers Who Want to Join Your Team?

09:35 First P: Purpose

14:55 Second P: Profit

16:15 Third P: Product

17:49 Why is It Important to Master Purpose, Profit, and Product Before the Rest?

20:07 Fourth P: Prestige

24:17 Fifth P: Promotion

24:27 Sixth P: Persuasion

25:24 Seventh P: People

This episode was recorded live on video November 5th 2024

https://www.youtube.com/live/YT7KDeMMzy8

Links to pieces of content relevant to this topic: https://www.jcron.com/Billion-Dollar-Bullseye-Bookhttps://www.jcron.com/kajabi-case-studyJonathan Cronstedt

Transcript from Billion Dollar Bullseye - Fastlane Founders with Jonathan Cronstedt

[00:00:00] Jason Barnard: Hi, everybody, and welcome to Fastlane Founders and Legacy. I'm here with... a quick hello, and we're good to go. Welcome to the show, JCron.

[00:00:49] Jonathan Cronstedt: So in all of the interviews I've done, that is the first time I have ever been sung on, and I am honored. This will now be the clip I show everybody because I have never been serenaded onto a podcast. And here we are.

[00:00:59] Jason Barnard: Wonderful. Today, we're talking about Billion Dollar Bullseye. Now, I know it's a book because we're helping you with the presentation of that book through Google and the presentation of you through Google and AI, but I don't actually know what's in the book, which is a slightly strange situation. So can you explain?

[00:01:17] Jonathan Cronstedt: I'm happy to tell you. I'm happy to tell you about the book, and I'm happy to tell you how happy I am to be working with Kalicube. You guys to date are the only people that have been able to find a way to merge the two of me that exist, which is Jonathan Cronstedt, the name I am legally, that nobody knows, and JCron, the industry nickname that everybody knows me by. So it's been wonderful to see those coalescence into a unified search engine presence and really happy with that. So Billion Dollar Bullseye is simple. After exiting Kajabi, we achieved a $2 billion valuation. I went and left my operating role as President and went to the Board.

I started with Kajabi as Partner and President in September of 2016. We were doing about 6 million in ARR at the time, about 25 team members. And in July of 21, when Kenny and I left our operating roles and went to the Board, we were doing north of 100 million in ARR, over 400 team members, and a $2 billion valuation with Spectrum Equity, Tiger Global, TPG, Hourock, Maratek, and Tidemark, which sounds like a whole lot of alphabet soup, but for everybody in the private equity game, those are some amazing partners. And as you can imagine, after a transition like that, I got a lot of questions. It's like, how did you do it? What was the experience like? And what would you recommend for my business? What would you suggest? And I always joked, I said, well, it's not like I've got my seven point, almost-never-fail-double-unicorn checklist, you know, in my pocket. And after a dozen or so times of saying that, I guess my subconscious was like, well, maybe you should. And so I'm walking in my backyard one day and this idea of Billion Dollar Bullseye came into my brain, and just like a good marketer, I knew if the URL was available, that was the framework I was meant to have. And sure enough, the URL was available and that actually became the book.

As I started to play with this idea of a Billion Dollar Bullseye, the thinking behind it was to teach business. And what we learned building Kajabi through a bit of a metaphorical view of the game of darts. And the belief is you don't win by being good at darts. You win by throwing at a bigger bullseye than everybody else. And so the book walks you through the seven Ps that allow you to enlarge your bullseye as big as possible, throw at the biggest target, and have the best shot at getting your billion dollar bullseye.

[00:03:30] Jason Barnard: Right. What I really, really like about the title is as soon as I see Billion Dollar Bullseye, I immediately know that I'm aiming for something hugely valuable. And I don't need more than three words to understand basically what I'm going to be getting. And it's exciting, and then it's actually scale as big as you want, as fast as you want, which entices me even more. It's a brilliant title. And you have seven Ps.

[00:03:56] Jonathan Cronstedt: Yeah. So the way that it works is it starts dead center in the bullseye with purpose. And in the book, there's a nuance to purpose of internal, which is for yourself, and then external, which is for your customers. Then we move on from Purpose to Profit, second ring, then Product. Those core three form the foundation of a business. So for anybody listening, if you're wondering if you've nailed purpose, profit or product, don't go any further until you nail those three. And then once you've got those three humming along, you move into the amplifiers, which are going to be Prestige, Promotion, Persuasion, and People, namely your customer experience, your marketing, your sales process, and the people that drive all of those systems. And one of the most controversial areas of my book that I've talked about is why in my mind do people come last as part of the equation? And that's probably my most provocative perspective in the book.

But those are going to be the seven Ps that drive those unicorn outcomes.

[00:04:54] Jason Barnard: Did you put people at the end last because you knew it would be provocative or because, in fact, people do come last?

[00:05:02] Jonathan Cronstedt: No, I actually put people last because I believe that in good businesses that's the way it's meant to be, that I and you know, it's one of those things, the Peter Thiel question that gets asked most often is this idea of what is something that the rest of the world holds true that you disagree with. And I think today as business owners, we all live in this echo chamber of, you know, just hire A players, just hire talented players, just hire the best people you can and get out of the way. And to me, if that actually worked, there would be way more successful businesses. So to be a unicorn company, it is 0.00004% of companies that are started. If 100% of companies are trying to hire talent and retain talent, there'd be a whole lot more companies that are that successful. My belief is that A players want one thing and that is to work with other A players on work that they care about. In a company that has thought through the systems that those A players are going to drive, because your people will only shine as brightly and perform as well as the stage that you put them on.

And if you think an A player is going to come into your company and fix your dumpster fire, you're sorely mistaken. Because they're going to feel like they got tricked in the interview, they're going to bail as quick as they can. And the one thing about A players is they've always got plenty of options. So it's not like just because they're at your company, they're going to stay forever. So to me, I feel like as a business community, we are suffering from the lack of differentiation between delegation and abdication. Everyone thinks they're delegating, but what my opinion is they're actually abdicating. That if I have not done elements of your job, if I don't know it well enough to manage you, I'm basically saying I'm going to hire you and hope for the best. And that's just a recipe to get screwed over.

[00:06:51] Jason Barnard: Right? That's an interesting you say abdication because at one point somebody on my team said to me, Jason, you've just abdicated, come back. And that was a really powerful piece of advice. And from that perspective, you're right. As I was thinking, I can just let them get on with it. This is such a huge relief. And actually I stood back so much that there wasn't any framework and I couldn't help and I wasn't helping and people felt a little bit lost. But then my next question is, if you can't have the A players at the start,

Chase Neely talks with Jason Barnard about is your personal brand killing your business?

This episode was recorded live on video June 18th 2024.

Jason Somerville talks with Jason Barnard about the future of consumer products and e-commerce.

This episode was recorded live on video June 11th 2024.

Jes Scholz talks with Jason Barnard about mastering SEO strategy in Google's Gemini era.

This episode was recorded live on video June 4th 2024.

Mitch Duckler talks with Jason Barnard about best practices for activating brand purpose.

This episode was recorded live on video May 28th 2024.

Tom Amitay talks with Jason Barnard about authentic content is more than a buzzword.

This episode was recorded live on video May 21st 2024.