Episode 298: Mastering Authentic Content Creation
In this episode, Brynne Tillman and Rasmus Basilier dive deep into the art of creating authentic content that resonates with your audience and drives meaningful engagement. Discover the secrets behind crafting messages that not only showcase your expertise but also foster genuine connections. From understanding the importance of vulnerability to sharing practical tips for maintaining authenticity in a crowded digital landscape, this episode is packed with actionable insights. Tune in to learn how to elevate your content strategy and make your sales truly social.
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Intro
Welcome to the Making Sales Social podcast featuring the top voices in sales, marketing, and business. Join Brynne Tillman and me, Bob Woods, as we each bring you the best tips and strategies our guests are teaching their clients so you can leverage them for your own virtual and social selling. Enjoy the show.
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Brynne Tillman: Welcome back to Making Sales Social. I’m excited today, cause we are speaking with Rasmus Basilier from Finland, and he’s Swedish from Finland, one of the reasons that I feel so connected is, that we had an exchange student for a year who lived with us. That was a Finnish, sweeter Swedish.
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Rasmus Basilier: Finia, Finnish, Swede.
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Brynne Tillman: Finish Swede, anyway. So shout out to Maria wherever you are, anyway. Welcome to the show, Rasmus. I’m excited to have you. We’re gonna talk about content, the good, the bad, the ugly.
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Brynne Tillman: And so we’re excited to have you here. You are the CEO of the Authentic Content Company. I can’t tell you how much I love that name.
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Rasmus Basilier: Thank you. Thank you.
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Brynne Tillman: So so welcome. Welcome. The first question that we ask all of our guests is, What does Making Sales Social mean to you?
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Rasmus Basilier: Well, I think that I would call it like I call heart-to-heart sales. It’s it’s much more fun to sell to somebody when you’re truly trying to help them like you’re not pushing your products like. I have a good thing. I think it would be good for you. I would love for you to have it, and that will make your life better. And for me that’s I like it. When sales are done so. Selling is done that way, and I would maybe that would classify social selling. And of course, like Linkedin, is a great platform for that to happen.
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Rasmus Basilier: I like the platform. It’s it’s very. It’s interactive in a good way like we have all kinds of other, you know, Instagram and stuff, but I think for me, Linkedin is a favorite place to be.
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Brynne Tillman: Oh, I love hearing that you know that. So I’m really excited. So talk! Talk first about what inspired the authentic Content company, the name, and the company itself.
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Rasmus Basilier: Well, so I’ve been thinking about it. You know. I’ve been selling for a while like I come from sales, and I’ve noticed there was one customer this like 3 years, 4 years back, and I couldn’t help him. I was sales coaching. Basically, I had a sales program and I couldn’t get him to get results because the customers he was reaching you couldn’t reach them with like email or calls. You couldn’t reach him like that. Maybe in a conference. There was a medical sales type of thing. Maybe meet him at a conference or something. But it was really hard for him to break through. And then he just realized he’s gonna start a podcast. And he started getting the guests where.
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Rasmus Basilier: But good researchers in this, in this area, that and that meant. Other researchers wanted to hear what they had to say, and that, you know. So that’s what’s my first real connection with that. And that was for years brewing with me. But every time I was doing with the sales I realized how important video and content was to supplement the sales, because otherwise you have a hundred percent sales driven, and there’s nothing else I can’t get to know you. This getting known like entrusted Daniel Priest had this book. It’s it’s about becoming as as a book about it, anyway. And I also read so everything together. And then I realized at some point it was like, last year I got this epiphany that wait a minute.
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Rasmus Basilier: We’re getting into a spot where, if you don’t make you have 2 people, one makes content continuously, and one makes nothing which is very common eventually, like you can’t win like we’re going to. A world like this is what Gary Vee has been saying for forever, I know. But now I got it too. We’re going to a world where, if you don’t have content, you’re gonna lose. You’re not playing.
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Rasmus Basilier: You just got. It’s like not having a website back in the day. You didn’t have a website like, Okay, so you don’t exist like or and you don’t have like. It’s it. Yeah. So that got me. Why, I gotta get in the game, too, and learn how to do it as well. And as I was learning, I realized nobody else was doing it. So I was like, why not? I can sell it to them. I can help people as well. Yeah, that was a long story. But yeah.
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Brynne Tillman: So no, I think that’s great. I’m gonna just drill down one more on the word authentic. So you know in this world of now, and I feel like I’m sounding like Chachi Peachy in just saying.
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Rasmus Basilier: Yeah.
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Brynne Tillman: You know. AI content? Right? That’s how they think. Hat! How do you keep? How do you leverage? You need content to stay relevant. And you need to use AI, or you will also fall behind. Right? Yeah.
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Rasmus Basilier: Yeah, probably getting.
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Brynne Tillman: How do you balance AI and authenticity?
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Rasmus Basilier: Well, if you make sure that the content you make is based on what you say first, like, we actually talked just before this call. I have a notetaker on. I don’t need it for this. But then you just said, Well, you get the notes. You can actually use that to create content based on the notes that you get. So then it’s us talking is our authentic talking. But we can use AI to simplify the finishing process of making it into written content. For example, I think that’s a really good spot for AI at the moment.
00:04:34.320 –> 00:04:42.279
Rasmus Basilier: And also we like it. Things move so fast that it was a gap, for, like I don’t know how many weeks we didn’t really know that AI was like doing all the writing. And now, now you can. You can. I mean, you don’t spot it every time, but I feel like I can spot it. You can definitely spot it when it’s badly done. But yeah, nobody wrote. This is all like this is full. AI. I have some. I have some interns working for me every now and then, and then. They rewrite something I’m like, did you write this? Or they’re like, no, I try, and I didn’t. I mean there’s no there’s no hiding like I, there’s no, it doesn’t matter if you use an AI or not in that case. But they, you notice. So yeah. So by the way, authenticity, in my opinion also is like talk sharing your face and voice. You’re doing it here like it’s very, but people are afraid to share their faces. They’re afraid to share their voice. They’re afraid to share their opinion, and it’s like, I don’t care, you know you’re like. Let’s say we have a company brand video like I don’t care. Here is a really nice feature. There’s no human there. So what the authentic side is like, I want you. I want to see who you are, and who is in the company you’re running. Who are you?
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Rasmus Basilier: You might have 10 employees. I don’t necessarily even care so much about them as I care about the people who run the run, the ship, the ship like those are the people I really want to know. So that’s the authentic side I want to have out. Who are you? What do you believe and just share that? And that’s where the authentic side came from.
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Brynne Tillman: So. So I love that. So talk to me. That’s a perfect transition into telling me what’s good content and what’s bad content.
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Rasmus Basilier: Did it, but bad we can start with. Maybe the bad content, I would say that’s empty content. That’s the worst maybe a little bit was called gossip content. It’s like where I say, Hey, I’m at the airport. I’m sorry if you have done that. I’m sorry, but I’m just gonna.
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Brynne Tillman: Only if I run into someone I know at the airport that you know.
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Rasmus Basilier: Yeah, well, but it’s like it’s when it’s empty. I am like, I don’t know why you told me this why is this interesting at all? Like, okay, here I have. I just bought a new plan for my office. I’m like that. That’s great for you.
00:06:23.150 –> 00:06:47.990
Rasmus Basilier: Yeah, that you can use for Facebook. Yeah, go ahead. But, in other words, so that’s empty content. That’s really bad. Also, if it’s it lacks a point I had. I had a friend I wanted. I coached him for a bit. He’s a friend, right? So I coach. We have met physically. I told him a bit things he could do in his videos, and he started doing it. He started recording himself talking. And he has really good things like this is, my friend was getting afraid of going to stage, so I gave him these tips to help him. So what happened was, he went on stage and then click clips over like dude. Where’s the payoff as you told me that you were going to tell these 3 things. Where are they? So yeah, I don’t know if anybody would make that mistake on purpose, but like it’s if you missed the point, if you say I’m going to give you this, and then there’s there’s no this.
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Brynne Tillman: And switch.
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Rasmus Basilier: Yeah, yeah.
00:07:05.640 –> 00:07:14.279
Rasmus Basilier: Yeah. But so bad content is actually, when you start, it’s like, the problem is more or less that you’re not doing it bad content is usually content. That wasn’t made like it’s even if you’re hey, I’m at the airport. I’d say, that’s that’s a thousand times better than you say nothing, so I don’t believe you exist as I would say. Maybe I’ll call it gossip content when you say how much airport or something. So gossip. Content has a space we’re like, Oh, shit you were at that conference, because it’s kind of nice like, I don’t really care. But okay, nice. You were at the South by Southwest in Austin, or something that’s kind of cool or something, you know, that’s at least is that’s 1 point out of 100. But it’s at 1 point most people do 0, and a good content. Then good content is a work called empowering content. I love that content. I think that’s the best. Where what you do. That content, too, is like, how do you do this? You share it for free. This is how you do it. And still, you get clients because they try themselves. So like, Wow, this is hard. You’re like, yeah, I told you. But you can do it yourself if you want, or you ask me for help. So, and I call it. I don’t call it educational content. I call it empowering because education feels like you’re sitting in school listening which sucks so so empowering content is this is how you do it. It’s step by step you can do it without me.
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Rasmus Basilier: And power. The content is great. Reframing. Content is also great. That’s also part of what you’re doing, too. But it’s like you thought you want. You thought you should do more cold calls. But actually, what you should do is have conversations on Linkedin. Say so now you have reframed my thinking. So that’s also good content. They’re like, shit. That’s right. You’re right, Dan. That’s good friends. Tell me all this good stuff. Yeah. So those are the 2 main categories of good content you should be doing.
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Brynne Tillman: So I love that I’m new through by through cause. You know, we talk about content a lot. We say there are 5 points, good content, especially social selling, content. The first one is, that it needs to resonate with your buyer.
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Rasmus Basilier: Hmm, okay, of course. Okay. Sorry. Yes.
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Brynne Tillman: No, I’m not, this is just our formula.
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Rasmus Basilier: No, but I love it. It’s me. I didn’t even realize that had, you know. But that’s obvious. If oh, yeah, it’s not obvious. By the way, it’s not completely obvious. Keep going. Sorry.
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Brynne Tillman: No, no, I just thought I’d share, and I’d love to hear your insights on the way we approach it.
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Rasmus Basilier: I’m with you, with one. Yes.
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Brynne Tillman: So resonate with your Buyer Creek curiosity. Teach them something new that they didn’t know before. That gets them thinking differently about their current situation and creates a compelling moment. So for us, if it does not create a like, a comment, a connection request, and accept your connection, request even a profile view, they stay in lurker mode. We can never start a conversation. So if our content can do those 5 things, we can start a conversation.
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Rasmus Basilier: So you have, like lurker software, you like, you turn lurkers to humans.
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Brynne Tillman: Well, we call it lurkers to engagers.
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Rasmus Basilier: Yes, that’s good. That’s a really nice format you have there, too, like, I maybe it’s more yeah, I like it is good. It’s good, too. Yeah. So do you have the empowering there, reframing kind of in a package?
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Brynne Tillman: Powering a lot. And in what I love what you said, and I’ll I’ll I will give you credit forever. But I love it. What you said is the Ca, the content is something they need to be able to do or think they can do or try to do without you, and I think that’s important. Otherwise, it feels like a pitch, doesn’t.
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Rasmus Basilier: Yeah.
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Brynne Tillman: Value, right?
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Rasmus Basilier: Yeah. And then we have another side. That’s about this. What are you saying? This kick category versus brand. This Chris Lockett is big on this called Category Design. But it’s like we, we don’t wanna be sold. Let’s say, Hey, you should you should come on my podcast or I should say it would be really good if you did some podcasting or like, I can do the podcasting for you or you should do podcasting. These are different pitches. If I say, the podcast is great, you should absolutely do it. I’m talking about category. I happen to have say, a podcast organizing thing that I do, I can help you, but if I sell, I can sell categories all day. You don’t mind if I said you should be running like running is great for you. That’s great. And I happen to have a running school. I’m not saying, Come, run with me, that’s different. So if you promote. Yeah. So promote category over Brand, though people don’t read when they want to buy, they care about your brand when they’re like really comparing otherwise than that. Just give them the talk one step above people, will. They? Don’t mind. They can hear that all day. What’s it there? I just want.
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Brynne Tillman: I love it. So I’m gonna throw in another thing we talk about because that just aligns so well. And that’s what I love is, we often say, don’t lead with your solution. Lead to your solution. When you’re leading with your solution. That’s brand when you’re leading to your solution. It’s a category. So I love that.
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Rasmus Basilier: It’s kind of cool. We have the same thing for different with different words.
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Brynne Tillman: We have, we have. We have a lot of alignment in the so one of the things I just wanted to ask about is if you talk about kind of 5 times Roi in 12 months. That’s a big ROI right?
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Rasmus Basilier: It happens in some cases. So it depends on what your previous situation is, of course, but it’s possible. Yeah.
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Brynne Tillman: So talk about like what a journey to 5 Roi could look like.
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Rasmus Basilier: Let’s say you have no content to start with, or very little. And the best-case scenario is something like this. You have customer interactions. You have a pipeline to have people that you’re interacting with. But then in between them, buying your first is your first interaction with first touch, and then you have a purchase in 12 months or 3 months. Who knows? Like the buying cycle? What do you feed them within between here?
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Rasmus Basilier: That’s a very important thing to know. So if you can feed them with objections, specific videos like, you might have the best case scenario. You have the call for 12 or 30 min or something. You pick up the objections, but you can’t cover them all. So now you have an objection library. You have specific videos related to specifically those objections. Now you, Kate, you tag exactly. These are the ones I want to send. And you start sending that usually over email to that customer with specific videos related to that.
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Rasmus Basilier: Now depending on if you have another call booked, you now get the customer warmed up for the next call. So you don’t just go through the objections games because you did that thoroughly in those videos, and you can see if they watch them. And if you don’t have a call booked now, you can actually see, when are they starting to interact with the videos. Are they starting to watch them? And if you see that they actually watch 5 in a row or something depending on how long they are, you can actually now trigger an outreach and say, hey? I noticed that you’ve been watching. Maybe you should have a call, and those it’s really really effective. If it’s done right.
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Rasmus Basilier: People. Most people will send a brochure then. Nothing. An email, hey, how are you doing? Or something like this? They don’t. That’s not what I care about. I’m worried. I’m partly convinced. But I have these worries.
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Rasmus Basilier: and they need to be addressed. So yeah, that’s the way it’s done. And in an ideal case, you can really, you can actually 5 exits. We did it with Joe Lemon on. He’s an American as well. So yeah, he gives his whole sales team that method.
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Brynne Tillman: That’s great. I mean, there are so many areas in the sales process where content is important. It’s like very top of the pipeline after the first call. I guess, heading up almost rather than overcoming the objections, almost having content that overcomes them before they even know they have.
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Rasmus Basilier: Yeah, preferably absolutely. But it’s like we, especially in B2B, where, like, I want to be constructive here. So everybody like, I don’t want to blame people stuff, but it’s like we have to realize that most of us prefer to watch stuff on our own time. We don’t prefer to talk with the salesperson until we’re kind of convinced that we kind of want this. So allow people to behave that way and just allow them to like, I’m gonna share everything. This is how our process worked. This is what our customers say. This is then usual objections that video after video after video, explain, explain, explain. Let me do it on my own. Then I’d be like, Hey, there’s good stuff. Alright then. Now you get a call. I’m ready to buy usually. So you save time sales. Cycles are shortened. It’s it’s just it’s a win-win. So yeah, and that’s when talking about short-form video, there’s so many areas you can use it like, that’s one area. And they don’t have to be super short, by the way, but that’s where you can use video. So this is this was said before, way, way, way before, like every company will be Gary, Vee said, is, every company will be media company, partly a part, have immediate, and I and I just like, Get Gary. You’re you’re a little bit extreme extreme, but I don’t like it here.
00:15:13.960 –> 00:15:35.609
Rasmus Basilier: You should have immediate part. You should produce media continuously. And and yeah, to be constructive. It doesn’t have to be good. You could do, in my opinion, what I I can’t do it because I work with this, because I look, but they can look like like trash. They don’t have to look good. They just have to tell the thing you want to say, and I will listen. If I’m interested. I want to maybe buy. Let me listen. And preferably you should have like 7 h of it. And I just can use, have create like. This is not what we’re doing here. It’s not that complicated. We have a zoom open and we’re talking like it doesn’t have to be way more complicated than that. You can just record yourself on your phone sometimes. Great to have. But like this, so think that is 0. Content is really bad. Some content is 100 points. Good content is is 150 points.
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Brynne Tillman: Oh, I like points.
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Rasmus Basilier: Yeah, you yeah, you had. You get a ton of point from the minutes. Every minute counts. Every inter like you have to rack up 7 h. That was the Google. This. I’m Messrand on that 7 h, this amount of time. We need to feel acquainted with somebody. So that happens when you’re like on a work trip. Say, and you meeting a colleague from another business and you hang out. You take drinks or something, and you’re like you’re hanging out all afternoon. You’re like, shit this evening. Now I know this. I feel like a proper acquaintance. Yeah, it took 7 h but you can do that digitally too.
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Brynne Tillman: So I’ll tell you a quick story. I told this one on another. Podcast. So but when I did a keynote in in Vegas for a Cr. Even a few months back I had a woman that like ran up and gave me the hugest hug, and I went through like. Do I know her?
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Rasmus Basilier: Oh, yeah, it’s like, Hey, hey, honey, it’s like.
00:16:49.540 –> 00:16:52.994
Brynne Tillman: I’m like, Oh, yeah, I’m a hugger. So it’s okay. It worked out.
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Brynne Tillman: But she but this is, she said to me, Oh, my gosh, I feel like, I know you. I’ve been watching your videos for so long. Yeah. So you know, it’s not always, you know, the traditional conversation has been. It’s about who, you know, but it’s really not. It’s about who knows you.
00:17:12.160 –> 00:17:30.590
Rasmus Basilier: Yeah, that’s a good one. It’s not a problem. We know. Who knows you? Yeah, that’s good. Actually, it was Alex from Moses who said that it was some master networker in a car, and he was driving. He talked with her about the what mother and daughter were talking. He was sitting in the back, and the mother said she was talking on the phone and stuff. He’s like, Remember, daughter, to be a good network. You always had to like reach out to people and make sure they know you. And Alex was just saying. Wouldn’t it be nice if they just tried that? They called me like they wanted to reach out to me instead of chasing them. It sounds a little bit arrogant, maybe, but that’s the point.
00:17:42.640 –> 00:17:52.390
Brynne Tillman: That the right content will do so. I love that. Thank you so much. My second to last question is, is there any question I should have asked you that I didn’t?
00:17:53.470 –> 00:18:02.300
Rasmus Basilier: I’m curious like you’re really. You are really good at this. So I’m wondering if there’s any area where you’re yourself thinking where you’re trying to develop. I’d be curious to hear that to see if I have something to add to that.
00:18:05.739 –> 00:18:12.760
Brynne Tillman: So I think, well, there are a few things, I think, but one of them is this new AI content where you can input all of your brain, all of your thinking. And someone can come to your website and put in a question. And it pulls from your brain your dad.
00:18:25.600 –> 00:18:25.969
Rasmus Basilier: Vein!
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Brynne Tillman: So it’s really like the.
00:18:28.780 –> 00:18:32.359
Rasmus Basilier: Just super clever, Chatbot, something like this. It’s really.
00:18:32.360 –> 00:18:48.067
Brynne Tillman: A super hyper per, because there’s no better content than that. Right? It’s engaging content. So you’ve input it. So someone comes in and says, Rasmus, I put out content, but no one is engaging what’s happening, and then your bot comes back and says, Well, is your content directed to your ideal?
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Rasmus Basilier: Like I have.
00:18:56.470 –> 00:19:00.520
Brynne Tillman: Correct, and they go. Yes, great is your content. Talking about your category or your brand, my brand. Well, there’s your problem right? And so you have a bot that’s creating that engagement. So what I mean, is we may be months or years away from this, but what are your thoughts on that kind of.
00:19:15.230 –> 00:19:27.719
Rasmus Basilier: This was something that I saw. Yeah, that’d be super cool, something that I’m seeing that’s working right now is a company I’ve been working with and negotiating with it called video bots. So they have an interactive video bot on your website. So you record answers to these types of questions. So that’s of course, not you downloaded your brain into or like into your or every content you ever made. But it is made. But they said, like the ROI is just they say, you, one of the guys said, you can practically put your ass out up on the screen. It’s still gonna sell like it still helps so much. You don’t. It does outside bad content. I don’t know. I wanna no one to come here, but like bad content is way better than you might think. So if you have an interactive. But like that could already be one step ahead because the chatbots are kinda I don’t know. They are kind of old school. They’re boring. So if it’s a face talking, hey? How can I help you? And there are 4 questions. I click one bam. It says, well, so this is this and this, this. Here’s some more options you have like this. It’s that’s good something you could try. I’m working on that, too. It looks like then that looks like one step before maybe this. But it’s a step.
00:20:12.260 –> 00:20:17.370
Brynne Tillman: Yeah, I mean, yeah, in your voice, in your it’s just because you can do anything in. You know anyone’s voice, right? Like you can.
00:20:22.010 –> 00:20:27.783
Rasmus Basilier: Oh, yeah, that’s getting scary, too. Yeah, that doesn’t have to be. You can be to record part of it. And then the AI records the rest.
00:20:27.990 –> 00:20:34.480
Brynne Tillman: How cool, how cool would it be that you’re answering questions with your avatar in your voice on your website, anyway.
00:20:34.790 –> 00:20:39.520
Rasmus Basilier: Actually your own thoughts. It’s not even like the AI is actually how that would. Yeah. I guess it’s coming.
00:20:39.520 –> 00:20:52.353
Brynne Tillman: From every podcast you’ve ever had, from every right, from every video you’ve ever done, from every article you’ve ever written. And so it’s out there. That’s that’s the brain download. It’s not really.
00:20:52.720 –> 00:21:11.280
Rasmus Basilier: No, yeah, but it’s kinda nice, though. Cause then it’s another benefit of you creating content because you actually help to cause this, even if it’s not tomorrow, it’s coming. What you just said is now you said it’s like, it’s obvious it’s not now. But who knows? In one week it could be like chat tippity. Just for me it happened, and suddenly every app I’ve ever seen has AI.
00:21:11.740 –> 00:21:12.270
Brynne Tillman: Anything.
00:21:12.270 –> 00:21:14.630
Rasmus Basilier: Yeah, so it can happen fast.
00:21:14.630 –> 00:21:20.029
Brynne Tillman: Yeah, it absolutely can. So my last question is, how can people reach out to you?
00:21:20.310 –> 00:21:44.500
Rasmus Basilier: I love Linkedin Linkedin’s great look forward, or the Authentic Content Company that’s where I hang out, and I’d love what I can help you with is making these. Yeah. My trick, by the way, is, I can make it really fast. So I if we would think you don’t need it. But I would come and record with you like, get 60 shorts in 3 h. Basically. So it’s a lot of research. I do research first with you. And then we come and we shoot. And I ask questions. You get an answer. It’s like a question, answer. So we get this really effective way of
00:21:44.500 –> 00:21:50.900
Rasmus Basilier: of creating content. So if you struggle doing it yourself, which we all do, that’s what I do. So you can check me out on Linkedin. Find me there. That’s the best place.
00:21:51.160 –> 00:21:59.309
Brynne Tillman: I love it. Thank you so much. And to all our listeners out there when you are out and about, don’t forget to make your sales social.
Outro:
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