[00:00:00:00 - 00:04:51:19] Daniel Burstein Hello everyone, welcome, welcome, welcome. Come in, have a seat, make room, make room for everyone. I joke around, obviously we're in a virtual event, but we gotta get in the right mindset, right? Sometimes we come into these virtual events, we're sitting here, we're just got our feet up, we think we're watching a YouTube, and you know, no, we're here, we're together in the same place at the same time. Let's make the most of it. One way you can do that is by turning on your camera, I see Paul, Carolyn, Tracy, Michael, Eva, great to see you. Because if you've noticed, everyone here has been promoted to a host or panelist. Hey Bill, everyone here has been promoted to a host or panelist, it just gives us the ability to interact a little more, when fun's speaking, you could see your reactions, you could talk to him. I also really highly recommend jump into the chat, you're gonna have some really cool people that you're here at the same time with that you might find your next business partner or your next client, who knows, get in the chat right now, just share where you're from, but this is the way we can ask questions and work together well while we're here. So let's talk about today's topic, the once and future landing page conversion optimization in the AI era. The way we came about this topic is I would see what people are talking about in social media, especially when it comes to MechLabs, when it comes to Flint. Kingsley was nice enough in the comments to say, you guys have some of the best methodologies for marketing online. If you followed MechLabs marketing experiments, Flint and McLaughlin for any set of years, the conversion heuristic, the patented formula, the patented heuristic, the patented thought tool that's used to help improve conversion. So I got this idea when I was talking to Flint, I said, hey, people know, there we go, Paul Joplin in C equals four M, if anyone doesn't know it, take a look at the chat in there. So, yeah, I said to Flint, a lot of people, they know what we've taught about landing page optimization for many years, for decades, and I see things shared from like 2006 on social media people are still talking about. And I also see many people on social media, they're trying to themselves kind of hack together this AI with some of our methodologies. It would be really interesting Flint, if we heard what you were saying about landing pages today. So we're gonna get to that in a moment. But first I wanna talk about the analogy in the title itself. I don't know if anyone caught with the analogy is, you're welcome to drop it in to the chat if you did the Once and Future landing page. There are any King Arthur fans, that is of course the Once and Future King, very famous book. And I picked that title because there's a great quote in that book, in the King Arthur book, where King Arthur says, "I don't think things ought to be done "because you are able to do them. "I think they should be done "because you ought to do them." And if anyone has lived through any technology in their career at any point, I'm sure you can relate. We've all seen technologies come along and then all of a sudden everyone starts using that technology. Doesn't matter if it makes sense to serve a customer, to serve a business objective, to do any of that. They just start using that technology. And then a lot of the technologies I'm talking about back in the day were far simpler things. Sometimes it was just a video tool you could use to, everyone remember the matrix. Everyone started using that matrix effect on everything, whether it made sense or not. But what are we talking about today? And I'm gonna turn over to Flint in just a moment to talk about that. We're talking about artificial intelligence. This isn't just any technology, right? This is the everything technology. And we found that really kind of two things tend to happen. People either do everything because they can do everything, whether it makes sense or it doesn't make sense. Or they do nothing because they're overwhelmed by everything they can do. So today, before you get off the call, today, before you get off this, we're doing together today, Flint's gonna give you some very practical things to really get moving in AI if you haven't already. But with that, let me introduce our speaker for today. Many of you know him, as you talked about the methodology we've done. He is one of the founding fathers of landing page optimization, conversion optimization, digital marketing itself. He's been doing this since the late 90s. When I talked to him about AI, he talks to me about like, "Man, this is the third revolution I've been through." We see all these AI startups. The joke used to be it's two guys and a graduate of the dog. Now you don't even know if the two guys are there anymore. It just might be AI and lovable. Maybe the dog's doing it all. But he's been through two revolutions before the computing revolution, getting into this digital marketing revolution. And now, so he's got some really interesting take on what we can do with AI, what we can do with landing pages, and ultimately how we serve our customer with that. And again, going back to that King Arthur analogy, if you know Flint, I like to think of him as the philosopher king of marketing. He's the marketer as philosopher. So with that, Flint, how are you doing today? How's life up on the mountain? [00:04:53:08 - 00:05:03:22] Flint McGlaughlin Well, we still got snow, but it's a beautiful fall day except for the snow. And I got horses out, free rein in the valley, and it's just gorgeous. [00:05:05:05 - 00:05:19:21] Flint McGlaughlin If you don't know this, I'm coming to you from my place in Montana, in the back country. We're off grid. We have commercial starlink here and our own power system. And so if anything goes wrong, what happened? But it's good to see you, Dan. [00:05:19:21 - 00:05:47:13] Daniel Burstein Well, good to see you too, Flint. And thanks. So let's jump in and see what we can learn today. As I always joke with Flint and the people here can hear, Flint is someone, he's a perfect economy for Hollywood movie. He's in an area where I don't even think he has running water, but he's working on the latest AI technology as we speak. So Flint, let me just do a quick calculation before you jump in. How many pipes do you have in your house for running water versus how many bots are running as we speak building things? [00:05:48:21 - 00:05:54:11] Flint McGlaughlin Well, I have 16 bots working right now, or bots or systems working within our group as I'm teaching. [00:05:55:24 - 00:06:07:22] Flint McGlaughlin My water drops a thousand feet from the mountain, straight down into the house with no gravity. It's just gravity, there's no pumps. It's just coming right out of the rock. And so that is my plumbing. [00:06:10:01 - 00:06:15:07] Daniel Burstein Another King Arthur analogy, coming right out of the rock. All right, we'll take the sword from the stone and guide us today. What are we gonna learn? [00:06:15:07 - 00:06:37:13] Flint McGlaughlin All right, Timo, it's good to have everybody here today. I'm in an unusual place. It took about 30 years to be able to talk about what I want to talk to you about right now. Dan named this and it's a good name. And I like that book and I particularly like that author. What I'm going to do though, is raise a question and tell you why I'm asking it. [00:06:38:21 - 00:07:05:19] Flint McGlaughlin If you're like the most of us, the world is moving now at a pace beyond comprehension for the human being. If you just think about the news headlines regarding AI alone in the last 60 days, from hackings to huge risk across the internet, all of this, all of this began really for me, years ago and it was in 2017 [00:07:07:01 - 00:07:11:21] Flint McGlaughlin that we announced our intentions to use artificial intelligence to leverage our library of experiments. [00:07:13:11 - 00:07:34:24] Flint McGlaughlin 210 days before chat GPT, we began research cohorts. Some of those people are on this call. I see Deborah. Deborah, I'm waving at you. Deborah markets science. That's an interesting job to do. And Deborah was in our very first research cohort guild session about 195 years ago, it seems like Deborah. [00:07:36:04 - 00:07:40:06] Flint McGlaughlin And all of that evolved at speed [00:07:41:11 - 00:07:45:17] Flint McGlaughlin and with it, the entire notion of a landing page. [00:07:46:21 - 00:08:29:05] Flint McGlaughlin If you're here wondering how this is going to unfold, let me give you a couple of clues. Number one, I'm going to speak at a foundational sort of philosophical level, but I never like to stay there. I see Bill G. Venetti, like the epistles. I just have all practical grounded, here's how you make this work in your life. And so what I'm going to do is share with you a question and a statistic that gives you a hint and then a story. I hate classical openings and classic statistics, but this one is one that should make you think something is up. I'll go to the statistic first and come back to the question. [00:08:30:09 - 00:08:42:11] Flint McGlaughlin Did you know that 68% of US Google searches ended from January through April of this year without a click? Now you need to think about what that could mean for you. [00:08:43:13 - 00:08:53:18] Flint McGlaughlin We'll get closer to that. Did you know, as you see in front of me, 57.4% of web traffic right now is agentic bots. [00:08:55:19 - 00:08:57:22] Flint McGlaughlin Whereas humans are just 42.6%. [00:08:59:17 - 00:09:03:24] Flint McGlaughlin By the way, is your website designed for a human to read or for a bot to read? [00:09:05:21 - 00:09:11:06] Flint McGlaughlin And what's the difference? And if it isn't, what's going to happen to your SEO? [00:09:12:20 - 00:09:14:07] Flint McGlaughlin How are you going to get found? [00:09:16:07 - 00:09:37:11] Flint McGlaughlin The world is changing. Let me go back again to the opening question. And that is this. How do I keep from getting left behind in the midst of this revolution? That is a real threat. That's not rhetoric. How many of you feel like the world is moving so fast you wake up the next day and you don't know what you're going to read in the news and you don't know what you're supposed to do next? And AI, for instance, it's just [00:09:38:12 - 00:10:00:14] Flint McGlaughlin unbelievable. Remember when we said this was coming? When never met on that first day with us folks, there wasn't even chat, nobody knew what chat GPT was. It hadn't been released yet. And AI was not a topic of conversation at the dinner table, at a party, in a business meeting, in the boardroom, but oh, has that changed? [00:10:02:00 - 00:10:18:24] Flint McGlaughlin And it leads to sort of a sub-question, which is, okay, so how do I re-envision myself, by the way, that's what the guild is about, retooling the human, and how do I re-envision my entire demand gen machine for my business in light of the age of AI? [00:10:20:15 - 00:10:28:20] Flint McGlaughlin And as you think about that, it reminds me of a little group that I worked with years ago, having a similar conversation in the New York Times. [00:10:29:23 - 00:10:54:16] Flint McGlaughlin Now, when I began to work with them, the internet had come and they were trying to figure out how to get on the internet. They had the electronic edition. It took 18 pages to download and two and a half hours to get the software on your computer. I was lecturing in New York City. Dan, maybe you could send it, like put a link to the video in chat for some of this. I was lecturing in New York City, [00:10:55:22 - 00:10:59:22] Flint McGlaughlin and a vice president came to me and said, "Can you meet with us?" And they were in trouble. [00:11:00:23 - 00:11:05:02] Flint McGlaughlin They really were. They'd launched the electronic edition. It had missed all the numbers. It had tanked. [00:11:06:11 - 00:11:20:17] Flint McGlaughlin And now they had New York Times Digital, which was a website, and they didn't know which was which and what to do, and the world was in full transformation, and the newspaper business was in great jeopardy, and they were trying to chart the course. [00:11:22:19 - 00:11:29:01] Flint McGlaughlin Now, that was around the turn of this century, but let's go back to 1978, [00:11:30:06 - 00:11:50:01] Flint McGlaughlin because it was in 1978 that the New York Times shut down the last of its 60 linotype machines. Did you see that headline? Did you know that every letter was a, really it was a piece of lead, and that a typical page to produce it had 40 pounds of lead? [00:11:52:11 - 00:12:06:10] Flint McGlaughlin How many of you have read some sort of newspaper online anywhere in the last month? You've read something digitally or otherwise. So we're still getting news, right? How many of you read it on your phone? [00:12:08:04 - 00:12:13:22] Flint McGlaughlin How much do you think your phone would weigh if every page was 40 pounds of lead? [00:12:16:01 - 00:12:20:16] Flint McGlaughlin It's not that we don't have news, but the way we deliver it has changed. [00:12:22:01 - 00:12:24:14] Flint McGlaughlin Landing pages are about to do the same thing. [00:12:25:20 - 00:12:26:11] Flint McGlaughlin In fact, [00:12:29:01 - 00:12:32:00] Flint McGlaughlin two typesetters filmed the final night, [00:12:33:10 - 00:12:40:24] Flint McGlaughlin and some of the men walked over to the new keyboards. That was a new thing. This was 1978. [00:12:43:11 - 00:12:47:05] Flint McGlaughlin Another one said, "After 49 years, I'm done." [00:12:48:10 - 00:12:50:01] Flint McGlaughlin I'm not ready for the digital age. [00:12:51:19 - 00:12:55:20] Flint McGlaughlin Some of you are in that spot now where you can, I, A, do nothing, [00:12:57:02 - 00:13:09:20] Flint McGlaughlin B, walk away, or C, decide that you're going to have to find what that new path is. We're not gonna stop delivering the news, but how do we deliver it? That's the question we're trying to touch right now. [00:13:10:21 - 00:13:13:16] Flint McGlaughlin Think about that with me, and as you do, [00:13:14:22 - 00:13:16:24] Flint McGlaughlin let me just share with you the plan. [00:13:18:00 - 00:13:33:17] Flint McGlaughlin Today, we're going to go through three paradigm shifts, and you've gotta learn to navigate to survive. And if you don't understand these paradigm shifts, I do not believe you'll have your messaging in the place where it can maximize your impacts, [00:13:34:17 - 00:13:36:08] Flint McGlaughlin and you'll get left behind. [00:13:37:11 - 00:13:51:01] Flint McGlaughlin So what are those shifts? These shifts occur in the mind. They're not paradigm shifts in the world. We have to change how we are thinking so we can change what we are experiencing in this new world. [00:13:52:02 - 00:13:55:08] Flint McGlaughlin And that's where I'm going to go. Now listen, if you stay with me, [00:13:57:05 - 00:14:10:00] Flint McGlaughlin I will first lay out the foundational why. That's what I do as a philosopher. And then I will show you how that grounds into like real activity, things you could start doing today, tomorrow that will get you ready. [00:14:11:11 - 00:14:13:02] Flint McGlaughlin But let's not [00:14:14:07 - 00:14:15:03] Flint McGlaughlin over promise. [00:14:16:18 - 00:14:23:06] Flint McGlaughlin I think you're going to have to take this transformation and it's coming hard and fast to your landing pages in phases. [00:14:24:15 - 00:14:34:04] Flint McGlaughlin I'm not going to pretend that in one one hour session I can get you through all the phases. But what I can do is I can get you squarely ready in the midst of phase one [00:14:35:08 - 00:14:40:20] Flint McGlaughlin so that you can take advantage as the situation evolves. That's my goal today. [00:14:41:24 - 00:14:42:24] Flint McGlaughlin It's not to entertain you. [00:14:44:03 - 00:14:48:12] Flint McGlaughlin It's not to make you impressed with McLabs or our research program. [00:14:49:17 - 00:15:03:10] Flint McGlaughlin I've been doing this over 30 years. I got one thing I want to have happen. I want something to shift in your mind and that shift in your mind to produce a shift in your behavior that produces a shift in your results. If that happens, we win. [00:15:04:11 - 00:15:06:07] Flint McGlaughlin So let's begin. [00:15:07:10 - 00:15:08:11] Flint McGlaughlin I'm going to take you [00:15:09:18 - 00:15:18:00] Flint McGlaughlin to the first of those shifts right now. Here it is. It's not a webpage. It's a signal set. [00:15:19:08 - 00:15:26:08] Flint McGlaughlin Now, if you've heard me teach for 30 years, you're going to find the days of blend of what I said in the past with what I must now say [00:15:28:07 - 00:15:30:00] Flint McGlaughlin in yesterday's future. [00:15:31:13 - 00:15:38:13] Flint McGlaughlin In the past, I've said this to help you see a critical point. I'm going to double down so that you can rethink. [00:15:40:00 - 00:15:44:08] Flint McGlaughlin Let me ask you a question. Was the New York Times in 1978 a [00:15:45:14 - 00:15:47:02] Flint McGlaughlin stack of lead plates? [00:15:48:07 - 00:15:49:11] Flint McGlaughlin Was that the New York Times? [00:15:51:20 - 00:15:53:05] Flint McGlaughlin Was it a group of people? [00:15:54:08 - 00:15:55:17] Flint McGlaughlin Was it a business process? [00:15:56:17 - 00:15:59:13] Flint McGlaughlin What was the Times? What was the product? [00:16:01:18 - 00:16:07:02] Flint McGlaughlin Because we still get the product now, but the way we get it is so radically different. It's about to change again. [00:16:09:20 - 00:16:17:06] Flint McGlaughlin How you solve for that is go back to first principles. And I mean this respectfully, Elon, but I was saying that [00:16:19:24 - 00:16:25:24] Flint McGlaughlin when you were a little boy, okay? And first principles are the way we sort this out. [00:16:27:14 - 00:16:29:22] Flint McGlaughlin Not that Elon's worried about what I just said. [00:16:31:23 - 00:17:23:11] Flint McGlaughlin And here's another thing, folks. I hate these one way, this is not a sermon. I got something important to say. I want you to be able to not just hear it, but listen to it. However, feel free to jump in and chat. Add your thoughts and comments. Dan, will you watch it for me? Because it may be that I need to answer important question and I'll sort of give you some breathing room. If you see a question worth bringing up, pull it up, okay? Absolutely. Can you, I'll tell you something folks. If you are passive listeners now, you're gonna miss an opportunity. You really are. If you're active listeners, if you're engaged, if you're thinking, if you're taking notes, if you're saying, how does this apply to me? You can get somewhere. And so I will move now to explain what I mean when I say it's not a webpage, it's a single set. You are all now looking at a screen. [00:17:24:23 - 00:17:26:07] Flint McGlaughlin That's how we're talking together. [00:17:27:08 - 00:17:52:22] Flint McGlaughlin Now, there was a time I remember reading about speakers, Finney, Bill, and others who did not have microphones. It was hard to speak in a day. You'd get in the same place, but you couldn't hear them if they were too far away. Well, we're really far away now. Folks, I'm so far away that if you came to visit me right now, I wouldn't let you take a 50 yard walk unless someone had a rifle to protect you from the grizzly bear. [00:17:54:04 - 00:18:02:20] Flint McGlaughlin That may not be where you are right now, but where I am, that's a reality. And we're bridging the distance with technology. What is that technology? Well, [00:18:03:24 - 00:18:10:10] Flint McGlaughlin the fact that you can see me right now means only this, that zeros and ones, [00:18:11:16 - 00:18:27:21] Flint McGlaughlin that's what makes your computer work. It's called binary and the zero becomes a switch. And you may not know that, but that switch turns off or on, the zero to one. That was at the heart of the information theory that drove the PC revolution. [00:18:29:00 - 00:18:35:22] Flint McGlaughlin The zeros and the ones become switches and the switches turn on pixels. [00:18:37:01 - 00:18:41:18] Flint McGlaughlin And this gesturing entity in front of you, that would be me. [00:18:43:06 - 00:18:44:04] Flint McGlaughlin What you're seeing [00:18:45:05 - 00:19:21:00] Flint McGlaughlin is not me. Did you know that? Do you realize that, right? You are not seeing me. We might say, euphorically, yes, I'm seeing you, but this is not me you're seeing. You're seeing an illusion. You're seeing zeros and ones and pixels turning on the screen. You're seeing a slide that is nothing more if you deconstructed it to a series of switches. A webpage must be deconstructed so we can reconstruct it. That's very important. And if you deconstruct the webpage down to what it really is, it's a series of zeros and ones that turn on [00:19:22:01 - 00:19:22:15] Flint McGlaughlin a pixel. [00:19:23:20 - 00:20:26:11] Flint McGlaughlin And those pixels enable you to see something predictably an illusion. Now, if you understand that, you're gonna start to understand where the landing page, where the webpage is going in the future. I'm gonna help you start to understand that. To do that, I wanna share with you a process that is the real customer journey. Did you hear what I just said? Yes, there is a physical customer journey and I don't really mean it's physical, but it has a physicality. You move from the sense of maybe a question in your mind to a search engine and then you see an ad and all that stuff. It may all happen in a world of illusion, but there is a process that is out there that you interact with. I wanna talk about the process that's in here. It's happening right now as you listen to me. Here's what happens. Here's what really happens to your webpage. Your webpage is a signal set. Your message can be deconstructed to those signals. [00:20:27:13 - 00:20:30:08] Flint McGlaughlin So imagine the signals produce a message. [00:20:31:09 - 00:20:35:07] Flint McGlaughlin That message, watch my slide now, that message is observed. [00:20:36:15 - 00:20:40:04] Flint McGlaughlin And when you observe the message, you draw a conclusion. This is really important. [00:20:41:12 - 00:20:57:15] Flint McGlaughlin Imagine you're marketing, Deborah, right now, whatever piece you just sent out, maybe an email, maybe a landing page. People observe it, they see the signals and they draw a conclusion. It may not be a very good conclusion. How many of you are struggling right now because they draw the wrong conclusion? We're trying to get the right people [00:20:58:16 - 00:21:18:11] Flint McGlaughlin to pick the right product at the right time, right? And to do that, we move them through a process. Once they draw a conclusion, however, it powers a decision. So imagine you want me to sign up for your thing, for your event. I read as you did about this event. I observed. [00:21:19:15 - 00:21:20:17] Flint McGlaughlin I drew a conclusion. [00:21:21:19 - 00:21:47:05] Flint McGlaughlin That conclusion set powered a decision to register. That decision powered behavior or action. Now, once I took that action, think of this on your website or you can think about it at this event. I went from that tentative conclusion and I sent a message to a more authoritative understanding drawn from my experience. [00:21:48:09 - 00:21:57:05] Flint McGlaughlin Let me cash that in. This will be the hardest thing we have to talk about and then it'll get very practical. Stay with me. Let's talk about how you got here. [00:21:59:02 - 00:22:03:02] Flint McGlaughlin Jose or someone from my team, slack me a link to the landing page for this event. [00:22:04:03 - 00:22:09:07] Flint McGlaughlin In fact, I think Jose gave it to me earlier. Let me see if I can just go there right now. I can send it again if you need me to. [00:22:10:20 - 00:22:12:22] Flint McGlaughlin That's the latest text, okay? Okay. [00:22:14:08 - 00:22:14:16] Flint McGlaughlin Now, [00:22:15:22 - 00:22:24:08] Flint McGlaughlin the reason I bring this up to you is because I want you all to see, you saw this and you observed. This is not real. This is not really a page. [00:22:25:11 - 00:23:23:11] Flint McGlaughlin It is zero to one. You observed the set. Now, once you observe them, you drew some conclusions. I'd love to know those conclusions. They would help me be a better marketer, but those conclusions then drove a decision and you filled this out. That decision is only made real by your behavior. When the decision and the behavior coincide, it's a real decision. So you filled it out. Now that you completed that, here you are. But whatever you thought this event was going to be, good or bad, you're now experiencing this event. Can you all see that this new observation is more powerful than the observation of the webpage? Do you know what I mean by this? You're observing the event, and here you're observing the page. If you get that, nod with me. And if you can go on camera, it's great because it helps me see if I'm going too fast or too slow and I'm a better teacher if I have your help. All right, good, good. Now, as [00:23:24:19 - 00:23:43:11] Flint McGlaughlin you are here, you're getting a stronger observation set and you could revise your conclusions. And you might decide, for instance, never to come back to one of these again because it wasn't what you wanted it to be or expected. That would be a new behavior based on a new decision based on a new observation. Let's go back to my deck. [00:23:44:18 - 00:24:14:09] Flint McGlaughlin Do I need to explain to you how your webpage works just like that? Do we all understand how webpage, you come and tell them this and you promise them that? They draw a conclusion, they make a decision, they buy, then they have an experience? If it matched what you promised, you have passed a very important test and they might trust you for something else. If it's disappointing, they've revised their understanding, not just of your product, but often of you, the person who gave them the product. [00:24:15:09 - 00:24:31:19] Flint McGlaughlin We'll pause right there. Does that all make sense? Would you nod at me if you're tracking with me? You follow the logic? Okay, so that's the process. To help the New York Times, we could not think about print newspapers and web presses. And we couldn't think about the classic [00:24:32:23 - 00:24:37:22] Flint McGlaughlin plate system. We had to think we are delivering something. Is there a better way to deliver it? [00:24:39:07 - 00:24:41:00] Flint McGlaughlin Well, let's move on then. [00:24:42:07 - 00:24:47:14] Flint McGlaughlin You understand that? You're ready for the second shift. I'm watching my time carefully. [00:24:49:01 - 00:24:55:07] Flint McGlaughlin And I'm also, before I start this second point, Dan, any questions or anything you wanna point out before I move on? [00:24:55:07 - 00:25:29:10] Daniel Burstein Well, we do have a question. I don't know if you have a chance to talk about differentiation in the AI era or if you're gonna be able to get to that. We have a comment here from David. I've been noting that increasing numbers of websites are starting to look alike, a giveaway that it's AI generated. I'm not against AI, but I'm concerned about the sameness. Also, AI seems to have trouble with font sizes, but they have trouble adjusting to more appropriate font sizes. So it kinda gets under what you're talking about here with these are only pixels we're seeing, but what's the differentiation behind that? So if someone doesn't come to our site and just say, "Oh, it looks like every other AI site." Well, I mean, I [00:25:31:01 - 00:25:36:23] Flint McGlaughlin think we sometimes confuse physics with psychology. There's more psychology there than physics. [00:25:38:02 - 00:25:41:24] Flint McGlaughlin I mean, have you looked around the website before AI? Didn't they all look alike then too? [00:25:43:05 - 00:25:53:23] Flint McGlaughlin They did. They were trends, right? They did, and they were like groups. There was like the SMB website that everybody got on WordPress. How many of you have seen a WordPress site and you notice as soon as you see it? The problem is not that. [00:25:55:13 - 00:26:21:21] Flint McGlaughlin We can major on minors if we're not careful and minor on majors. So I'll come back to that problem, but it's a great question. And my point for you is the problem won't be that my website looks like an AI website. Your problem will be that your website is an AI website and that your brain's not in it. We'll come back to that before we're done. So let me just take you to the second shift. There are three. If you're tracking with me, these three are critical. [00:26:23:03 - 00:26:28:16] Flint McGlaughlin Notice this one. We are moving from information on demand. That's your website. [00:26:30:00 - 00:26:32:24] Flint McGlaughlin To intelligence on cue. [00:26:34:17 - 00:26:35:04] Flint McGlaughlin What [00:26:37:01 - 00:26:39:05] Flint McGlaughlin is the difference? I'm gonna show you. [00:26:40:07 - 00:26:41:13] Flint McGlaughlin And then I'm gonna [00:26:42:14 - 00:26:49:16] Flint McGlaughlin ask you a question to think about. Here's your $75 question. If you answer it right, Dan will give you $75. He's a swell guy. [00:26:51:19 - 00:27:09:15] Flint McGlaughlin Why has personalization and segmentation such a horrific disappointment? Because if you're honest, it has been. Gigantic waste of money, agencies making lots of money. How many of you feel like all your messaging is personalized? How many of you are getting truly set quality messaging in your inbox? [00:27:10:16 - 00:28:12:19] Flint McGlaughlin Most of us are not. So think about that with me. But first I'm gonna ask that question. So what does it mean when you say you're moving from information on demand to intelligence on cue? Let me show you an example. This is in market right now. This is the Hilton. They're obviously a large group. I am gonna go to their wedding page. I'm going to go to their overview page. First of all, and you'll need to remember this for later. This box at the top was developed from data flowing into a specialized interaction cue that is learning at speed. And it rewrote the value proposition and put it on every key page in order to help you answer the question why this hotel from my wedding? And it was based on the information that happened over here. This is not what you might expect. Now to explain my point, [00:28:14:00 - 00:28:52:24] Flint McGlaughlin remember I said we're moving from information on demand to intelligence on cue. Let's look at information on demand. I'll move this out of the way. Here's information on demand. I go to the menu. I say, oh weddings, I see wedding venues. I say, oh, okay, here's my venues. I read a lot of this I don't wanna read, but I gotta get through it to figure out where I wanna go. So I am getting information on demand. What are the venues at this hotel that could help me with a wedding? Do you all see that? Okay, but what happens when it becomes intelligence on cue? [00:28:54:20 - 00:29:02:06] Flint McGlaughlin Because I can tell you right now, before I share with you what I'm about to show right now, that this organization is experiencing explosive results. [00:29:04:01 - 00:29:12:23] Flint McGlaughlin You know what does that mean with no BS? They're booking more weddings. They're booking more vitsvahs. They're booking more events. Something changed. What happened? [00:29:14:00 - 00:29:26:05] Flint McGlaughlin We replaced information on demand with intelligence on cue. Instead of having to go through this, and then let's look at this menu, and then maybe drill down to what the services are you offer. [00:29:27:14 - 00:29:44:20] Flint McGlaughlin I don't know what a wedding brochure is, but maybe I should read that. What about the food? The menus, the packages, the gallery? I don't know what to, you know, you had to get all this. You had to sort it, organize it. Probably if you get very serious at all, you have to get down there and talk to them. But what happens if you meet this person? [00:29:47:13 - 00:30:00:00] Flint McGlaughlin So I might just, let's just do this differently. I could click on audio, but let me just record. Well, no, I'm on an event, so I'll just type it. I have a wedding [00:30:01:07 - 00:30:19:12] Flint McGlaughlin in 2027. By the way, if you're tuning out right now and you're bored, we're not looking at a chat box. Stick with me. I'm gonna make a powerful point here. You'll hang in there, okay? Here we go. I have a wedding in 2027 for 65 guests. [00:30:22:01 - 00:30:23:23] Flint McGlaughlin Need something for children too. [00:30:27:04 - 00:30:36:22] Flint McGlaughlin All right, now, I want you to know what's about to happen right now so that you can understand what I mean with, when I say intelligence on cue. [00:30:38:12 - 00:31:55:20] Flint McGlaughlin This specialist has read every detail of this website. It's also read all of their other content, i.e. PDFs and rules and compliance. And I just told this person that I would like a 2027 wedding for 65 guests. Now I'm beginning to learn. And I'm beginning to process what month or date are you considering, call event planning, is now, is it a good time, which month, how many children? If I want to schedule tour, I can schedule tour. Let me just ask this, how can I estimate cost? Now, how many of you know that you often want to understand that number without having to talk to a human being yet? Have you ever been there before where it's like, I don't want you to sell me onto something. I just want to get a sense of here. Is this even in the scope? Now, information on demand can do that, but you have to parse it, figure it out. Look at the, continue this, look at this. Packages. This is telling me which room. This is telling me how long. This is telling me price per person. This is telling me what I should keep in mind. There's my services charge. There's my children's pricing for meals. There's a question that will help me get more dialed in. And it's still driving me to help. What if I say estimate my wedding costs? Watch. [00:31:58:08 - 00:32:04:21] Flint McGlaughlin Once again, built on the fly, let's change our month to October and let's change our guest count to 65. [00:32:07:13 - 00:32:31:16] Flint McGlaughlin And let's just, and let's add a hospitality suite or a beach bonfire package and say, reveal my estimate. Now look what's out, how many know what this is? I'm going to give you something valuable. Would you agree that the price is worth, that's a lot of value. It's enough value that lots of people are doing that. They're filling it out. And guess what happens next? There's my cost, $40,815. [00:32:32:19 - 00:32:43:01] Flint McGlaughlin There's all the critical information I need. And now if I need to speak to somebody, I can't. I got a stop right there. I am not trying to make a point about chat. [00:32:44:03 - 00:32:57:04] Flint McGlaughlin Do you see the difference between intelligence on demand? Did you see how this is intelligence? It knows, it runs math, it calculates, it helps you as opposed to information. There's a huge difference. [00:32:58:05 - 00:32:59:12] Flint McGlaughlin And that's where we're going. [00:33:00:14 - 00:33:07:04] Flint McGlaughlin Now, if you think about that with me for just a second, we'll come back to it. I asked you a moment ago, why did personalization fail? [00:33:08:15 - 00:33:15:13] Flint McGlaughlin Why has it been such a waste? Let me skip ahead of my slide, you're on to this next slide. Did you know in 2019, [00:33:17:06 - 00:33:17:22] Flint McGlaughlin Gartner, [00:33:19:05 - 00:33:24:02] Flint McGlaughlin Gartner predicted that 80% of marketers who invested in personalization would abandon it by 2025. [00:33:27:08 - 00:33:42:23] Flint McGlaughlin Do you wanna know why? A lot of reasons, but here's the main one. Because we tried to do it with deterministic methodology, like instead of intelligence. I'm gonna make this point, because it's really important and I'll show you how to think about it. [00:33:44:07 - 00:33:45:06] Flint McGlaughlin In fact, let's go back here. [00:33:48:06 - 00:34:36:08] Flint McGlaughlin When you put a message on your website, how many of you have tried segmentation? That's a cool thing, right? But ask yourself a question. Why did you do segmentation? Because everybody's not like each other identically and your message to one person won't convert as well, as it might if it was more zeroed in on a different person and connected and relevant to them. What do these dots mean? Also, this is how many people your message has before you, how many of you has segmentation, like real aggressive segmentation, or wave at me if basically you're hoping your main message on your website will reach most people. Just wave at me if that's you. That's where most of us are, even though we're embarrassed about it. Because we were told we have to do segmentation and personalization. Well, what happens if I come up, Deborah, with three segments? [00:34:37:10 - 00:34:46:22] Flint McGlaughlin Do you really think you can break my entire audience down into three groups and then I'm really gonna be relevant to them? Oh, let's go overboard. Let's do more. What happens if I have seven? [00:34:48:02 - 00:34:54:08] Flint McGlaughlin How many of you think you can take an audience of 100,000, break it into seven types and you'll cover everybody? [00:34:56:15 - 00:35:31:01] Flint McGlaughlin Try to find another guy who's a marketer that lives on a mountain in Montana off grid running an AI powered event. Do you see why I'm going with this? I am a segment of me. Stop and listen to that. Your audience, your customer is a segment of me. They are not a number. They are not segment one, two, three, and four. They are an individual with very individual tastes. And remember I told you I would blend the old and the new. 20 years ago, talking to a group like you, I said specificity converts. Do you remember that? Some of you heard that. [00:35:32:09 - 00:35:32:17] Flint McGlaughlin Well, [00:35:34:04 - 00:35:37:16] Flint McGlaughlin what is that? How does that connect with right now my problem right now? [00:35:38:23 - 00:35:53:24] Flint McGlaughlin I'm gonna tell you why there's Christie. Christie Limbaugh wave at us on there. Christie's in our guild. She was in that original group very soon thereafter. She is a rock star, meter, talked to her in circle, a store in chat. She can tell you all about things. Christie, [00:35:55:10 - 00:36:21:07] Flint McGlaughlin many small businesses have to rely on sales. And I'll tell you why. Because most sales occurs on a one-to-one, right? And one-to-one allows me to take my message and make it relevant to you. Do you follow me? And the problem with a website is it's trying to approximate that with mass marketing techniques and it doesn't work or it didn't work before today. [00:36:22:09 - 00:36:41:16] Flint McGlaughlin Something's changing. Something that could increase your conversion rates by dramatic numbers and has for others. I'm seeing it. I mean, I run a lab. I'm not a software vendor. We have met labs, they ask you, you know, we spent years on it. But I am by nature a teacher. [00:36:42:23 - 00:36:44:06] Flint McGlaughlin And here's what I'm discovering. [00:36:45:06 - 00:36:56:00] Flint McGlaughlin What a one-to-one person can do will always be what a webpage can do. How many of you ever had to go out in a field and you explained your website to somebody? You showed them stuff and you said what it meant, right? [00:36:57:11 - 00:37:01:08] Flint McGlaughlin Well, what happens if the center of your website [00:37:02:13 - 00:37:30:18] Flint McGlaughlin is not something that is an automatic or linked process that displays information on demand? What happens if the centerpiece, the epicenter of your website is an intelligent person that can see who you are and answer your direct questions and organize itself, even its now and its messaging to serve you best. [00:37:32:01 - 00:37:47:06] Flint McGlaughlin What I pause right there, because I'm watching my time and I've got to move shiftly. Dan, you're a champion for customer first. Just connect for a moment to customer first. What I've just said, and I'm going to move this towards our third point. Keep going. [00:37:48:09 - 00:38:53:04] Daniel Burstein Yeah, exactly. I mean, so when you think of customer first, we talked about the conversion heuristic at the beginning of this and that was a way to see things through the eyes of the customer. But it gets back to what we talked about with technology and AI, right? We get this idea that AI should be doing, you know, we should be doing certain things because of AI, right, because there's a technology to do it, right? Or like you said, Flint, because everyone says, oh, the segments should do it, right? But it comes down to what is the end goal of why we do the thing? And it's to serve a customer better. In Flint's example that he showed, right, it wasn't like just, oh, let's slap AI on this landing page for wedding and we'll get more conversion. That's a result. We slapped AI and the landing page, you got more conversion. But the thinking was, and I know Flint, I know the team, the thinking was, okay, let's walk through the steps of what it takes if someone's planning a wedding, if they're a parent, if they're, you know, the actual person going through them, what do they need and what is the best way we can serve them? And oh, that answer was AI. And the answer was, as Flint said, then it gets down to that one-to-one segmentation. Because if you think Flint is the only one who thinks he's a special snowflake there on that mountain, you try telling a bride. [00:38:53:04 - 00:38:55:16] Flint McGlaughlin You think he's gonna be a snowflake? Those are fighting with him on tape. [00:38:55:16 - 00:39:19:02] Daniel Burstein He is a special snowflake, no. But if you think Flint is the only one who thinks I'm a segment of one, you try telling a bride, oh, you fit into this segment here. No, I guarantee you, every potential bride is a segment of one and wants a wedding exactly how they are. And then so then we go back, that customer first approach is, oh, not AI gets more conversion as this new technology. Oh, AI is this better way to serve this segment of one. That's the way I see it. That's exactly right. [00:39:19:02 - 00:39:41:12] Flint McGlaughlin And I'm gonna show you why in just one split second. And I have this link, but I wasn't sure I'd share it with you. Before I go there, I'll just put a reminder. This is the whole point of my second shift. There's only three. We're coming to the third. The third is where I think it has the most profound impact. And then I'm gonna cash this in, like here's what to do now. [00:39:42:14 - 00:39:45:01] Flint McGlaughlin I'll give you something, but look right here first. Let's [00:39:46:02 - 00:39:55:02] Flint McGlaughlin lock this in place before we move to three. Your landing page was designed for the every, but your next landing page should be designed for the each. [00:39:56:14 - 00:39:56:21] Flint McGlaughlin Now, [00:39:58:08 - 00:40:00:17] Flint McGlaughlin let's look at this again. This [00:40:01:24 - 00:40:03:05] Flint McGlaughlin was a page for the every. [00:40:04:14 - 00:40:10:23] Flint McGlaughlin This is the beginning of a new webpage for the each. Wait a second. [00:40:12:11 - 00:40:18:13] Flint McGlaughlin While ago you said that wasn't a chatbot, also it looked like one. It looks like a nice one, but also, [00:40:23:12 - 00:40:27:00] Flint McGlaughlin what do you mean by a webpage? This looks like a chatbot. [00:40:28:03 - 00:40:28:19] Flint McGlaughlin Watch. [00:40:31:22 - 00:40:41:06] Flint McGlaughlin For just a moment, I want you just to remember this. In fact, I'm gonna start this like, there's lots of ways to think about this, but what you're looking at right now [00:40:43:16 - 00:40:48:02] Flint McGlaughlin is the full screen version. And is that a chatbot? [00:40:49:07 - 00:40:50:06] Flint McGlaughlin Well, stay with me. [00:40:51:10 - 00:40:52:10] Flint McGlaughlin Take a look at this. [00:40:54:12 - 00:41:03:05] Flint McGlaughlin Do you see this right here? Now let's go back and look at this again. In fact, let's start a new conversation, and I'm gonna do that this way. [00:41:09:20 - 00:41:25:10] Flint McGlaughlin And I'll just give it a moment. It's timed not to come out yet because we want you to read the other stuff. And then here we are in a new conversation. Let's go full screen and let's go plus. Now look at this. Look at the sides. Look at everything. Now look at this [00:41:26:14 - 00:41:44:03] Flint McGlaughlin right here. Can you see this in a clarity? Right? This is a wireframe. If you wonder what you're looking at right now, you're looking at the future of landing pages, so stay with me. This is not specific to us, but I'm using a Mecklabs AI agent delivery system like this [00:41:45:05 - 00:41:52:09] Flint McGlaughlin to show you a new way to think. What if this had a few tiner changes? [00:41:53:23 - 00:41:55:06] Flint McGlaughlin What if, for instance, [00:41:59:01 - 00:42:05:10] Flint McGlaughlin it had sections? And let's turn on some notes. And how many of the eight micro-yeses that I teach all the time? [00:42:06:11 - 00:42:09:21] Flint McGlaughlin What if the eight micro-yeses were built into this? That's what those numbers are. [00:42:11:01 - 00:42:16:16] Flint McGlaughlin And what if sections of this could change and not change, depending on how you set it? [00:42:17:20 - 00:42:26:08] Flint McGlaughlin And what if behind it was a massive conversion optimized system to constantly learn and improve and specialize the message to the person? [00:42:27:11 - 00:42:40:18] Flint McGlaughlin What would it look like? Well, let's just take this for a moment, because you are now looking on the drafting boards of Mecklabs AI at what we are in the midst of building now. And by the way, I don't want your credit card, and this isn't a prelude to that. Just learn. [00:42:42:12 - 00:42:50:03] Flint McGlaughlin We pioneered this industry and we're taking it a new place. Watch what happens next. What if we put some skin on the bones? [00:42:52:03 - 00:43:41:17] Flint McGlaughlin Now, that might look like the webpage you're used to seeing, except it's not. It's intelligent and it knows who you are. And it's changing whatever it does or says, based on what it starts to see about you. Now, at the top are sections that remain fixed and you can design them. And throughout the page in key locations are the additional things. And we can talk to you right there. If you came in and you were a groom instead of a bride, I'll just use that example, it could rearrange the entire page to be more compatible to your messaging style and to your concerns. If you came into this page and you were one of their key customer groups, it could rearrange things for you. It could redesign the message to match your motivation. [00:43:43:21 - 00:43:47:05] Flint McGlaughlin We call that an intelligent webpage. Do you get the idea? [00:43:49:01 - 00:44:21:14] Flint McGlaughlin What if your webpage is alive? That's what I'm really saying. What if it's like it's alive? What if it knows? What if it perceives? What if your webpage was replaced by your best salesperson? How many of you ever saw the old Star Trek? Do you remember that thing? Do you remember "Beam Me Up, Scotty?" If you know what that is, just nod at me, right? What if you took yourself, you're probably the best salesperson, or one of your team members, and you beamed them up and they became the webpage. Remember that particle thing that went zh-u-u-u-u-u? It was like a column. And the next thing you know, you have zat. [00:44:23:02 - 00:44:29:21] Flint McGlaughlin That's really what's going on here. This is intelligence. And it brings me to my third shift. [00:44:31:19 - 00:44:33:11] Flint McGlaughlin And let me just go through that with you. [00:44:39:06 - 00:44:39:21] Flint McGlaughlin Here we go. [00:44:41:07 - 00:44:42:23] Flint McGlaughlin This is a long third point. [00:44:43:23 - 00:44:54:22] Flint McGlaughlin I think if I say it once, real carefully, and you absorb it, it'll make the rest of this day work right for us. Are you ready? [00:44:56:03 - 00:45:02:01] Flint McGlaughlin Here's how the future will look. The mediocre will make their landing page with AI. [00:45:03:05 - 00:45:04:07] Flint McGlaughlin Their page tells. [00:45:05:21 - 00:45:09:17] Flint McGlaughlin The brilliant will make their landing page [00:45:11:23 - 00:45:33:11] Flint McGlaughlin an intelligent agent. Did you hear me? It sells. It will really sell. This right over here, you know we had a conversation with their leadership team. They were worried that if we gave away all this information, people wouldn't call the sales department. You know, they have a vice president of sales and a whole sales team. The opposite happened. They got more leads and they got better quality. And they're closing more [00:45:34:16 - 00:45:50:03] Flint McGlaughlin because we were customer first. The answer to that question is a customer first answer. What does the customer want? They don't want to wait to talk to you on the phone on Saturday when they're planning their wedding and you're not going to be in the office until Monday and you're going to be busy till 2 p.m. They want to know now. [00:45:51:04 - 00:45:52:01] Flint McGlaughlin And we're going to tell them that. [00:45:53:22 - 00:45:56:21] Flint McGlaughlin Now that sets up what I'm trying to say here. [00:45:57:23 - 00:45:58:16] Flint McGlaughlin The third part. [00:45:59:23 - 00:46:11:19] Flint McGlaughlin The brilliant, let's think about this now. The mediocre makes their landing page with AI. The brilliant makes their landing page an intelligent agent. The it says brilliant twice. I'm obviously not that brilliant. [00:46:14:21 - 00:46:26:01] Flint McGlaughlin Dan will put in a substitute word for brilliant. The genius, listen to this, will make their landing page a self-optimizing signal set. [00:46:27:03 - 00:46:44:06] Flint McGlaughlin The first case is a landing page that tells. The second case is a landing page that sells. The third case is a landing page that learns. And let me tell you, when you get that, it gets better every week and you make more money. That's what's happening for us. You say, how is that happening? [00:46:46:01 - 00:46:46:16] Flint McGlaughlin Let me show you. [00:46:47:16 - 00:46:57:17] Flint McGlaughlin So this is what you see there, right? But if I go in the back end and I go, let's go right to their system. It's a deployment system. It's called agent delivery. I'm going to look it up right here. [00:46:59:00 - 00:47:12:02] Flint McGlaughlin I'll go to wedding specialist. Oh, look here. All of this, all of the agentic work is happening behind the scenes. And that enables me to get this. And I want you to see this. [00:47:13:13 - 00:47:29:08] Flint McGlaughlin If I go to that particular one we just looked at, let's type in wedding and see if we can find it. There it is. Okay. Now, this is recent. We've had 794 conversations with 393 users. [00:47:31:03 - 00:48:22:22] Flint McGlaughlin Do you see this little button right here? I have no time to click on it. What's it called? Transcript analysis. Do you know what that is? That is a smart agent reading all 794 interactions and telling you how to do better next time. Think, think. It's the most precious data flowing into that business. And it brings me to what you can do today. I'm coming to that right now, but I want to make this statement. I'm just going to say it again. The mediocre make their landing page with AI. It tells. The brilliant make their landing page an intelligent agent, it sells. The geniuses, we'll say that, make their landing page a self-optimizing signal set. It learns. Now, you keep that in mind. [00:48:26:23 - 00:48:53:05] Flint McGlaughlin I want to show you how that learning process could impact what you and I are doing today. Everything alive is denoted by these three processes. You have inputs, food, for instance, processes, outputs. Today, as you sit there, you're getting inputs from me. You're processing what I'm saying. And whatever happens next will be your outputs. Now, what happens if your website, [00:48:54:09 - 00:49:07:08] Flint McGlaughlin what happens if your website, remember earlier, how many of you remember we said, observation, decision, just nod at me. Do you remember that? Observation, decision. What happens if that's not one way? What happens if the website is observing the visitor? [00:49:09:01 - 00:49:20:09] Flint McGlaughlin Then drawing conclusions, then making decisions, then altering behavior, i.e. saying different things to help that particular user get the particular help they need. [00:49:22:13 - 00:49:30:18] Flint McGlaughlin Something here that we've coined in our lab is called DSI, dynamic semantic interaction. It is what I call the third dimension in metrics. [00:49:32:01 - 00:49:38:09] Flint McGlaughlin Wait a second. I said some complex words. Let's go back. How does that connect to this? Inputs. [00:49:39:16 - 00:49:41:18] Flint McGlaughlin Remember that intelligent webpage? [00:49:42:20 - 00:49:57:21] Flint McGlaughlin Well, right now, do you know what inputs your webpage gets most of the time? The only one you'll get? Clicks and forms, nod at me, right? Clicks and forms. That's the two ways. I don't care how complicated GA is. It's still clicks and forms. [00:49:59:00 - 00:50:06:06] Flint McGlaughlin We could try to throw in heat maps, but I really think it misses the point. Isn't it true that most all your metrics are coming from clicks and forms? [00:50:07:07 - 00:50:14:03] Flint McGlaughlin Pretty much, right? The third dimension happens over here when you get a new kind of input, [00:50:15:03 - 00:50:54:21] Flint McGlaughlin dynamic semantic interaction. You say, what is dynamic semantic interaction? I'll tell you what it is. It's this. Any form of this. Any time you are interacting and now you're not just looking at clicks, you say, well, I have a chatbot. That doesn't have BSI. There's no intelligent AI agent reading every conversation and then going back and automatically fixing your system for you. It's wooden. It's boring. It's often offensive. People hate them. Sometimes they speak with funny accents in other countries and we realize that they're only there because they're cheap, not because they're good. [00:50:56:13 - 00:50:59:06] Flint McGlaughlin Is that customer first? No, it's full BS. [00:51:01:04 - 00:51:08:22] Flint McGlaughlin If you don't, you know, because I'm an old guy and was here from the beginning, I was there for the first chatbot, by the way. A guy named Rob showed it to me. [00:51:10:11 - 00:51:13:22] Flint McGlaughlin The very first company selling chatbots and we worked together on it. [00:51:15:06 - 00:51:26:03] Flint McGlaughlin I hate chatbots. Don't you hate them? This isn't a chatbot. This is a flowing conversation full of dynamic interaction. It's giving you all the clues and signals that you'd never get [00:51:27:05 - 00:51:32:12] Flint McGlaughlin unless you were that salesperson meeting every single person talking to them. Remember? The each. [00:51:33:20 - 00:51:34:03] Flint McGlaughlin So, [00:51:35:10 - 00:51:36:23] Flint McGlaughlin looking at where we are right now, [00:51:38:03 - 00:51:43:10] Flint McGlaughlin one I wanna make for you is the intelligent page observes back [00:51:45:05 - 00:51:55:15] Flint McGlaughlin and the dynamic semantic interaction is its sense organ. This is the secret weapon that's causing all of those sales to happen for the Hilton. [00:51:57:21 - 00:52:01:13] Flint McGlaughlin So, when these signals come in, like we were looking at right [00:52:02:19 - 00:52:11:07] Flint McGlaughlin here, see, all this. And if I click on transcript analysis, I can set a date range and pull all that in right now, but we don't have time and this isn't a demo. [00:52:12:11 - 00:52:13:13] Flint McGlaughlin I'm trying to make a point. [00:52:14:19 - 00:52:20:05] Flint McGlaughlin When I get this flowing conversation, I have two horizons to work in, the now and the next. [00:52:21:21 - 00:52:29:03] Flint McGlaughlin What happens with a now? You go here, for instance, and she, she has a real personality. [00:52:31:05 - 00:52:32:21] Flint McGlaughlin She answers your questions [00:52:34:08 - 00:52:39:00] Flint McGlaughlin and honestly helps you make a good decision. And if their hotel is the right place, [00:52:40:01 - 00:52:48:07] Flint McGlaughlin and you say, well, how do I know? But right here is the reason. See that box over there? If you want to be the only wedding on a property at one time, if you want it to be beachfront, [00:52:49:10 - 00:52:59:16] Flint McGlaughlin if you want onsite catering and no outside logistics, everything in house, and if you want it in that region, guess what? That's your only choice. [00:53:01:04 - 00:53:07:02] Flint McGlaughlin We learned that mattered to people. Did you know, I didn't know the one wedding on a property was a big deal, but it's a big deal to brides. [00:53:09:18 - 00:53:10:08] Flint McGlaughlin And so, [00:53:11:10 - 00:53:19:11] Flint McGlaughlin this conversation becomes a way to close business now, get leads, that's called the now. But the next is, [00:53:20:16 - 00:53:29:12] Flint McGlaughlin what's the next? The next is going back here and seeing this. Do you see this square box? This message came from these interactions and it's helping close more business. [00:53:30:15 - 00:53:34:00] Flint McGlaughlin It's important. We want you to see it even before you see that. [00:53:35:14 - 00:53:47:15] Flint McGlaughlin That's the next, that's the future. That's the future sale that you're securing by learning from that conversation that just happened. You have the now, you have the next. In the now, close them. [00:53:48:15 - 00:53:52:15] Flint McGlaughlin In the next, improve your messaging in your system to close more. [00:53:54:02 - 00:53:57:13] Flint McGlaughlin All right, so how does that leave us with where to go from here? [00:53:58:15 - 00:54:18:14] Flint McGlaughlin Remember, I promised that I would try to sort of get practical with that. I'm gonna go there right now and I'm gonna simply say this. So you're listening to this. If I could ask you this, and there's a lot of people, so I'm gonna scroll through a huge screen. I'm on a four foot wide monitor, something like four feet, I don't know, three feet and a half. Anyway, [00:54:19:24 - 00:54:52:24] Flint McGlaughlin as I scroll through all of you, I want you to do one thing for me if you would. Not at me if you're getting the gist of what I'm saying and it just makes sense, because I want to take you to next steps, things you can do right away. Would you just let me see the whole gallery and get a sense of that? I'm watching right now. Good, good, good. That's what I need. Just not at me. You sort of following the logic here. All right. So right now, remember I said phases? This is phase one, team. And in phase one, I'll tell you what I would suggest is that [00:54:56:14 - 00:55:01:20] Flint McGlaughlin all you do is get in place the intelligence gathering mechanism [00:55:03:06 - 00:55:10:21] Flint McGlaughlin that can change one day and become your webpage. And that one day could be very, very fast. [00:55:12:00 - 00:55:25:24] Flint McGlaughlin You can test your way forward and reduce your risks and still learn by running a simple experiment. And that's what I'm really inviting you to do is to run that experiment with me. And I'm trying to change my [00:55:27:06 - 00:55:28:14] Flint McGlaughlin gallery view. There we go. [00:55:29:15 - 00:55:36:00] Flint McGlaughlin All right, now, how do you do it? This is the last part. This is the practical stuff. Are you ready? [00:55:37:03 - 00:56:24:20] Flint McGlaughlin First of all, build. What you need is something intelligent in the center of your experience with a new site user that will interact, draw from, for instance, the Meck Lab Science to parse the conversation, pull out the conversion levers, and tell you how to fix your headline, tell you how to fix your call to action, tell you things like people don't feel like that download is valuable enough. They ask too many questions about it. They're hesitant. All that stuff you wouldn't know unless you were the person talking to everyone. You build and embed that. The second thing you do, it's pretty straightforward, is track the responses and analyze them. That's that dynamic semantic interaction. [00:56:26:11 - 00:56:33:01] Flint McGlaughlin And then you work in the next and the now. Drive immediate revenue, get more leads, or sell more products. You can do either one. [00:56:34:16 - 00:56:49:23] Flint McGlaughlin But while you're getting that current sort of quick win, get that strategic win in place where this intelligent leader is learning all about every person that visits your site. [00:56:51:02 - 00:56:59:00] Flint McGlaughlin And when you get all that in front of you, you're ready for phase two. Because here's what happens in phase two. See this word intelligent leader? [00:57:00:20 - 00:57:01:15] Flint McGlaughlin In phase two. [00:57:03:08 - 00:57:05:21] Flint McGlaughlin Your website becomes [00:57:07:01 - 00:57:10:14] Flint McGlaughlin the agent. The agent becomes the website. [00:57:11:20 - 00:57:20:00] Flint McGlaughlin But we're in phase one now. You say, well, how do I build, track and grow? Let me just say this to everybody on the call. And before I do that, Steve, speak to me. [00:57:22:10 - 00:57:28:07] Flint McGlaughlin And let me show you what I would do to make what I just said happen now. So I'm going to stop my share for a moment. [00:57:29:13 - 00:57:40:10] Flint McGlaughlin And I'm going to share again in the last few moments. Dan, while I'm pulling this up, is there any questions or conversations, or questions anybody has from the day that I can answer? [00:57:40:10 - 00:58:00:05] Daniel Burstein Yeah, we got two good questions about the intelligent landing page you were showing and the ADS. The first question Peter says, why did you design the intelligent non-chat box like a chat box? Why didn't you set it up like a webpage, which is what you have shown it to be? Because I believe most people are trained to see that as a chat box. Just curious. [00:58:00:05 - 00:58:17:04] Flint McGlaughlin It's a wonderful question. It's a very strategic one. We actually have both. We have many other pieces. The intelligent webpage that replaces that entirely is about to be released. But most people needed a transition before they were ready for what it's going to become. It's radical. [00:58:18:06 - 00:58:42:23] Flint McGlaughlin And so it was just a phase one move. But for whoever asked that question, let me just share this with you. It's also headless technology. Do you know what that means? You can embed it without the chat bot anywhere in software or webpage anywhere. You can make it look anything you want, any way you want. I have a guy who's done it this way to give you an example. And I think it's worth seeing. Look at this. [00:58:44:01 - 00:58:48:07] Flint McGlaughlin That, oh, I'm gonna choose my neighborhood. I'll choose this. [00:58:48:07 - 00:58:51:14] Daniel Burstein We're still seeing your duck duck go. I think you mean to show, be showing another screen. [00:58:51:14 - 00:58:53:02] Flint McGlaughlin All right, so let me share. [00:58:53:02 - 00:58:55:18] (Mouse Clicking) [00:58:57:07 - 00:58:59:03] Flint McGlaughlin Can you see my incognito window now? [00:59:01:13 - 00:59:02:00] Flint McGlaughlin There we go. [00:59:03:02 - 00:59:10:23] Flint McGlaughlin This is the same technology to the person who asked that question. And that, believe it or not, is a landing page [00:59:11:24 - 00:59:32:15] Flint McGlaughlin built in the platform. And it's unbelievable what you can do with it. You can come here and watch a video. You can go to the theater. You can go back, meet people, set groups up, do all kinds of things, talk to Tabitha, look around. And let me just show you this. If I wanted to go and talk to one of these people, I'll just go [00:59:34:01 - 00:59:36:14] Flint McGlaughlin over to one of these right now and just click on their name. [00:59:39:19 - 00:59:41:01] Flint McGlaughlin What is that thing over on the right? [00:59:42:09 - 00:59:48:03] Flint McGlaughlin Look familiar? It's pulling in a conversation. It got unfold right here. It can happen right here, but that technology is happening. [00:59:49:19 - 00:59:56:02] Flint McGlaughlin Now, for those of you that say, okay, I like what I'm seeing, but what exactly do I do now? Here's what I had planned for you. [01:00:00:14 - 01:00:02:22] Flint McGlaughlin I gave you three steps. I'm just gonna show you how to do them. [01:00:05:17 - 01:00:09:05] Flint McGlaughlin So I just typed in meclabs.io.com. [01:00:10:11 - 01:00:11:15] Flint McGlaughlin You can go here. [01:00:12:19 - 01:00:19:21] Flint McGlaughlin I will give you $150 in credits and tokens. So there's no credit card, no subscription. This is not [01:00:23:21 - 01:00:28:22] Flint McGlaughlin gonna require anything from you, but the energy to run and experiment and learn. Here's all you have to do. [01:00:30:06 - 01:01:06:04] Flint McGlaughlin Wanna see how it works? You can watch a short video here. You wanna see what other people are doing? You can do that. If you wanna get down to business, you just click activate for free. And all that it'll do is OAuth with your Google or Microsoft, or you can create your own password. No credit card and no subscription, but you will have your tokens and credits. And then all you will do is download a simple skill like for Clod or ChatGPT. You do not learn anything. This is not designed to be run by you. It works as an agent system with your agent. ChatGPT, Clod, [01:01:07:15 - 01:01:09:17] Flint McGlaughlin anyone that you would like to work with. [01:01:10:17 - 01:01:35:10] Flint McGlaughlin Mac Clabs will then build exactly what we saw on that wedding site for you. It can also scrape every single page of your website, fill it into a library, and then become the primary tool to help drive conversions. And I would suggest either with leads or you can feature a product and sell it right there if you're an e-com. [01:01:36:10 - 01:01:38:15] Flint McGlaughlin I'll pause. I'm done. [01:01:39:15 - 01:01:50:22] Flint McGlaughlin I don't want to do a product demo, nor do I want to do a pitch. Here's the idea here. Come build what you saw me do. Just ask for an agent delivery system for your website. I'll send you an email about this. [01:01:52:05 - 01:02:27:00] Flint McGlaughlin Then it will build for you everything. Test it for you, show it to you. If you see something you don't like, you can just tell your agent, tell Clod, tell ChatGPT, they'll fix it for you, working with the director. When you come here, your LLM talks to Mac Clabs director, which is the agent that runs the whole show. And she'll guide every part of the process working with your agents. In a few minutes, you can have your own agent delivery system built, customized, and ready. You can interact with the chats, gather the intelligence, and mark. [01:02:29:10 - 01:02:45:09] Flint McGlaughlin Dan, would you get ready to close this? And you might ask people if they'd like that group that we talked about a moment ago, you talked about before the call, to help them build. For the rest of you, go to meclabsia.com, get $150 in credits, go build. [01:02:45:09 - 01:04:36:14] Daniel Burstein Dan, over to you. Yes, first of all, if you'd like, we're thinking of forming a small group to help you build using this, just reply yes. I'd like to be part of the small group in the chat. And we're just trying to kind of gauge, do people want to get together and build together? Is it just something you want to do on your own? So at the end of the day, I go back to what we talked about originally, King Arthur, the things we ought to do and the things we can do. And I think that's what Flint has really broken down and shown us today in a very actionable way, right? To back that up, as people mentioned, oh, there's this great sameness with landing pages, all of this is going on. Why does that sameness happen? The sameness happens is because we're letting AI tell us what to do, right? We're just saying, hey, tell us what to do, and it gives a lot of similar inputs. I see this, for example, and the marketing Sherpa articles I write because I get pitches. And when I put out a pitch, I get the same grok response from like 20 different people. It's a very similar response because AI is going to respond generally in the same way to the same situation. But if you do what Flint's talking about, you start with first principles, you start with what the point of the page is, which is serving a customer, and then you use AI to help you there, both to serve the customer and to better learn to better serve the customer. I mean, I think that's the approach we all want to take. Okay, there's a lot of yeses. I guess we are, told Flint we should ask people before we set up this group, we're doing a lot of stuff. A lot of yeses. So we'll follow up with you about putting together a session where we can all build together there. So thank you for your time. We'll be sending out the replay. And remember, you can continue the conversation in the AI Guild. I see everyone is saying here, yes, we want a session to build together. That will be us coming together at one point, but 24, seven, 365, whenever you want on demand, go to the AI Guild, share what you're building, share what you've learned, ask your questions, and that's the way we can get through this AI revolution altogether. Thanks everyone.