AI is Coming For Content Creation Jobs, Faster Than You Think!

“The Robots are Coming To Take Our Jobs!”

Fear of having jobs taken by robots (or immigrants, or people of color if we’re being honest) is a fear as old as jobs themselves.

A quick search for the root of this fear leads to results like this wikipedia entry for Technophobia which can trace it’s roots all the way back to a group of weavers destroying machines in 1675.

The fear of robots specifically goes at least “The Brazen Android” a story published in The Atlantic all the way back in 1891.

Whether it’s weavers, or Ford assembly line workers or now sportswriters the fear of robots taking our jobs is nothing new.

For the most part the fear of robots was limited to more manual tasks like assembling Ford F150s.

Companies like Braincorp have created automatic floor sweepers, while the Roomba robot vacuum cleaner has been cleaning homes with questionable effectiveness for over a decade.

Robotic Process Automation or RPA use machine learning to complete tedious paperwork tasks such as compiling documents for signatures or checking for compliance or legal privilege.

But for the most part those who created things (like content) believed that we would be safe from the robot job apocalypse.

Only it appears we were wrong.

First the content creating robots started by writing ads. If you’ve worked in online marketing over the last few years you’ve no doubt discovered programmatic Pay per click (PPC).

Programmatic PPC is an artificially intelligent system that allows you to automatically buy, place and optimize display advertising.

Or in other words the robot buys, places and optimizes the ad for you.

There goes a whole industry of PPC consultants.

Programmatic PPC
The Mist Comes For PPC consultants

In fact it’s been estimated that in 5 years all PPC ads will run, and optimize automatically after the initial setup without any human interface necessary at all.

Which is why Google is actively calling everyone who advertises with them to offer them help with their programmatic system.

I know, I’ve been on 3 of those calls and grilled them for information about their robots which I’ll share in an upcoming article.

Now content creators, bloggers, and video makers have another type of AI to content with as content creating algorithms have begun to slowly trickle onto the market.

The technology being used is

  • Natural language generation (NLG) similar to Natural language processing (NLP) this is the task of generating natural language from machine representation systems.
  • Intelligent narratives sometimes also called “data driven narratives” which are stories created from the collected data personalized for the audience.
  • Automated storytelling technology which is responsible for the first AI created screenplay Sunspring

And this technology is ALREADY being used.

3 companies already using A.I to create content:

  1. Quill. The most well known NLG software is Quill which was created by the Narrative Science company. Quill started as an experiment at Northwestern and currently produces over 1 million words a day as it creates reports, news stories and headlines for companies such as Groupon, and T.Row Price. 
  2. The Washington Post. It’s no surprise that a paper owned by the World’s Richest Man Jeff Bezos would be on the frontlines of AI created content. The Washington Post has an in house AI content creation system called “Heligraf” which wrote over 850 stories in 2017 alone. Heliograf also composes social media posts, news updates and alerts. Notable events covered by Heliograf include the Rio olympics and local political races in the DMV area.
  3. The Associated Press. While many people associate the AP with the old world journalism of newsrooms, black coffee and unfiltered cigarettes, they are actually one of the most advanced companies when it comes to content creating AI. The AP uses Automated Insights to take care of it’s oft neglected by humans corporate earnings reports beat. But what really separates the AP from the rest of the pack when it comes to intelligent content creation is with Wordsmith “The World’s First Public Natural Language Generation Platform. Let’s explain because that is a mouthful. Wordsmith works with you to create a story. First you set up rules, a template and and the required datapoints. From there Wordsmith does the rest creating the story. Wordsmith generates over 1.5 Billion Pieces of Content A Year or about half as much as I do. Companies that use Wordsmith include Microsoft and Allstate.

If you like me make your living creating content those last few paragraphs sent a cold shiver down your spine.

But there’s still reason for optimism if you are a content creator!

Why Content Creators shouldn’t panic: 

  1. Emotional Depth. If you look at the reviews for Sunspring the AI created screenplay you’ll see a lot of words like quirky and interesting. That’s because it’s still very difficult for AI to recognize the role that emotions play in making content interesting! Think of a show like “Parenthood” which is basically emotional porn. They crank the 70s music, a mother and son have a universally emotional moment and we all cry. AI has a LONG way to go until it is capable of writing shows like “Parenthood” or it’s evolutionary successor “This is us.”
  2. Context. In this Post I talk about how the biggest challenge for AI when it comes to language is context. Identifying things like sarcasm, and irony are still difficult for machines to do and are a BIG part of creating content that connects with your audience. Until computer programs can understand something as complicated as the “Aristocrats” joke comedians and other content creators will still be safe

3. Creativity. Last but certainly not least is creativity. Movies like Memento, or Pulp Fiction which bent the way narratives are used can’t be created by AI. AT least not yet. There will always be something to be said for the genius of human creativity that cannot be replicated.

I think about AI with regards to content creation like the famous quote about 500 monkeys at typewriters writing the best novel of all time. Or more accurately like this simpsons clips

While content creation robots are coming, all they are going to do is take the menial content creation jobs. They won’t be writing the World’s best novel or even the most popular blog posts.

If you’re a content creator who just churns out crap, then yes your time is probably coming to an end because the robots can churn out crap faster and cheaper.

But there has always been a market for good writing, entertaining videos and engaging speeches and I think there always will be.

 

8 Ways More Sophisticated Online Marketing Can Grow Your Plastic Surgery Practice!

You may not think you need to step up the online marketing for your plastic surgery practice, but this article will show you why you’re wrong….

Is your online marketing  and website up to date?

I Can Haz Cheap Leads Please?

While not every practice has the capability or desire to become a household name like Dr Paul Nassif or Dr Terry Dubrow, you know that you need to get more patients in the door and that the world in general is moving online.

Many surgeons who have been practicing for 10, 20, or 30 years are hesitant to invest a lot of time or money into online marketing.

But the problem is the old ways of doing business are dying.

The practices and medspas that survive will be the ones that can adopt to the new marketplace where it’s no longer enough to just have a website or put up posts on social media a few times a week.

In order to succeed in 2017 and beyond you need to have a significant focus on online marketing.

Here’s why:

8 Ways More Sophisticated Online Marketing Can Grow Your Plastic Surgery Practice:

  1. Lower Lead Costs. The first way that more sophisticated online marketing will help to grow your plastic surgery practice is through lowering your lead costs. Leads are extremely expensive for Plastic Surgeons and almost all of the offline options are going to cost you several hundred dollars per lead. Online you can consistently get quality leads of high value patients for 80-90% less money.
  2. Huge ROI. Most of the marketing done for plastic surgeons and medspas has a relatively low ROI or return on investment. With online marketing, my clients consistently see a 50-60% return on their investment month in and month out because of the variety of ways to get more leads online.
  3. Drip Marketing To Nurture the Leads. As you know the plastic surgery sales process is fairly long and informative as patients want to make sure they are ready for the procedure and have the best possible doctor they can afford. With online marketing you can nurture the leads by “dripping” information to them every few days to until they come in for a consultation. This is much less intrusive than calling every few days and allows patients to feel more comfortable and less like they are being pressured.
  4. Build your email list. In addition to generating new customers, online marketing allows you to capture new email addresses and names in order to build multiple email lists for different procedures or services and then drip the most relevant information to those prospects most interested in each procedure.
  5. Better SEO. The more online marketing you do, the easier it will be to find your website. Google looks at content created, relevance, and consistency in order to decide what is important when the end user is searching. Many forms of online marketing like blogging or podcasting create engagement and what’s known as “Brand Signals” which make you easier to find on Google as well.
  6. Build Authority and trust. When you create content and other marketing materials online, you gain authority and trust. The more articles, reviews, videos, testimonials, updates and pictures of your work online, the more easily a searcher can determine that you are the best at what you do.
  7. Free up more time for you and your staff. Another huge benefit to online marketing is automation. Once you have your lead capture pages and autoresponders set up, you never have to have your staff email a new patient or remind them of an appointment ever again.
  8. Get more patients in the door. Last but certainly not least your online marketing efforts will get new patients in the door! Many potential patients are too embarrassed to walk into a plastic surgeon’s office for a consultation. These same people have no problem typing search terms like botox, or rhinoplasty into Google in the safety of their own homes. The bottom line is that more people search for information about plastic surgery online than refer on word of mouth or any other source of patients.

Wow that was a lot of information!

Let’s quickly re-cap so that you don’t miss out on any of the benefits of online marketing for your plastic surgery practice.

Good Advice Blogs: $999.99

I started off by asking you a simple question, is your online marketing up to date?

Those of you who answered yes right away probably left this blog post shortly afterwards, but the rest of you, need to really understand how big a mistake not actively focusing on online marketing for your plastic surgery practice actually is.

So to really drive the point home, let’s list 8 Ways More Sophisticated Online Marketing Can Grow Your Plastic Surgery Practice once more.

  1. Lower Lead costs. It’s just cheaper to focus online.
  2. Huge ROI. It’s the best investment of your marketing dollars as well
  3. Allows you to nurture leads. The sales process is long for plastic surgery procedures online marketing lets you take your time.
  4. Build your email list. If you don’t have an active email list of your patients you are missing out on a ton of easy money!
  5. Better SEO. Get found better online by marketing online, I know a genius concept.
  6. Authority and Trust. Remember that the potential patient is going to study up on you so you want to make sure that they only see stuff that makes you a trusted authority.
  7. Free up more time for you and your staff. Automation is a wonderful feature of online marketing not available offline that can free up your staff’s time for better uses.
  8. Get more patients in the door. Last but not least you can get more patients online than anywhere else.

And if you want to learn about the fastest, easiest and cheapest way to get more leads online Download My Free Report!

Hope that helps,

JL

3 Tips For Marketing Plastic Surgery In 2017 and Beyond

Marketing Plastic Surgery has changed dramatically in the last 6 months due to an increase of male patients, a focus on video and increased competition from Medspas for injectable patients.

Searches for Male Plastic Surgery have Skyrocketed in the past 12 months

Marketing Plastic Surgery online is a dynamic field.

Every year things change online from Google updates to The Rise Of Mobile Search things change quickly and if you don’t keep up, you will miss out on opportunities to get new patients!

In this article, we’re going to look at 3 quick tips for marketing plastic surgery in 2017 and beyond.

The findings I’ll be sharing with you come from research on sites like Google Trends, Semrush, and Buzzsumo as well as the real world results that I’ve gotten for Plastic Surgeons and Medspas across the United States, and Canada.

Without any further ado let’s look at 3 quick tips for:

Marketing Plastic Surgery in 2017 and Beyond!

  1. Target Male Patients. As you can see from the above image I snapped on Google Trends, searches for male plastic surgery, male botox, and specific procedures like Coolsculpting and Liposuction have SKYROCKETED in the last 12 months. Some surgeons have even reported up to 40% of their injectable and Botox patients are now men. Men are more likely to browse online than to walk into a medspa or Dr’s office, so reaching the male consumer online should be a major goal for your plastic surgery marketing in 2017 and beyond!
  2. Video and Mobile are here to stay. More than ever, Plastic Surgeons and Medspas are using video online. And these videos are being watched by people on mobile devices like phones and tablets. Youtube is the world’s second largest search engine after Google and many surgeons like the controversial Dr Miami using live video of surgeries in marketing their practices those practices that don’t adapt to these new trends will be left behind.
  3. More Competition From Medspas for injectable patients. As more and more Medspas team up with Surgeons and other licensed injectors there will be more and more competition online for Botox, Restylane, Juvederm, etc… Much of this competition will be played out online and since Medspas generally do not perform surgeries, they can focus strictly on marketing injectables.  Injectables are already the most commoditized type of procedure but expect patients to become even more price focused online as Medspas aggressively advertise.

Ok, I know that was a lot of information, so let’s quickly re-cap everything to make sure that you retain everything you just learned.

Get Your Practice’s Marketing into the future

We started off by talking about how the marketing of plastic surgery online is a dynamic field which changes often. Unlike the word of mouth and prestige advertising surgeons used to do, you now have to know what is trending at all times in order to find new patients online.

After that I revealed 3 tips from my extensive research of Google, and other Data Sources online.

The tips were:

  1. Focus on finding male patients. Male patients are the largest growing demographic online and should be focused on in your marketing.
  2. Adopt to Mobile and Video. Mobile and video are here to stay and your practice has to adapt or risk falling behind of those who do.
  3. More competition from Medspas for injectables patients. As injectables become more and more competitive practices will have to start asking if it’s worth it?

If you want to see exactly how some of the latest strategies online are being used by one of my most successful clients to lower her lead costs up to 175% Click Here!

 

Decrease Your Lead Costs With This Cosmetic Surgery Marketing Case Study!

Learn How To Decrease Your Lead Cost by up to 175% with This Cosmetic Surgery Marketing Case Study.

One of the problems with a competitive field like Cosmetic Surgery Marketing is that there is not a lot of collaboration. Surgeons and Medspas tend to advertise themselves as the best which is a zero sum game.

Add to this that successful cosmetic surgeons are among the most competitive people in the universe and it can be difficult as a practice manager to see what is working for other practices and what isn’t.

The most successful surgeons like Dr Paul Nassif aren’t exactly handing out their secrets, so it can be a frustrating process of trial and error to find out how to actually find patients online.

In fact, even if you go to seminars like the Las Vegas Cosmetic Symposium, most of the speakers are going to tell you WHAT you need to do, but not HOW to actually do it. Leaving a lot of practice and facility managers shaking their heads while knowing that you need to be doing more online to get patients.

Which is something I wanted to change.

So I spoke with one of my first clients and convinced her to let me share the exact strategies, tactics and techniques we used to completely overhaul her practice and the Medspa that she shares with her husband.

In this Case Study you’ll learn:

  • Why your practice might be experiencing minimal results finding patients online.
  • How to use Mobile Marketing To Get Patients To Call Your Practice Today!
  • The # 1 Way To Find LOCAL Patients Online Without Advertising
  • The REAL reason that other marketing consultants haven’t worked for your practice.
  • The Untapped Power Of Reputation Sites like RealSelf
  • How to TRACK your Social Media Marketing Down To The Penny! No more wasting money on ads that get displayed 6000 miles away!
  • How to reach over 100,000 more potential local patients without increasing your advertising budget!
  • Why Surgeon SEO no longer matters and how to make sure you end up on the first page of Google!
  • How to rank # 1 on Google and Youtube for your top 5 surgeries!
  • Why having multiple practices could actually be hurting your online marketing efforts.
  • How to get over 100 new patients in the next 30 days!
  • Specific examples and screenshots of strategies for Google Adwords, Social Media, Email Marketing, Event Marketing etc!
  • And much much more!

The best part is it’s completely FREE!

You don’t even have to sign up for a newsletter or give me your email address, all you have to do to get this FREE 18 page Case Study is Click Here

If your practice is struggling to stand out online and get found by the high quality-high value patients you’re looking for, the secret is not to re-invent the wheel. There are hundreds of successful Cosmetic Surgery Practices out there that have successful marketing practices. All you need to do is adopt those successful best marketing practices for your medical spa or plastic surgery practice.

Get my FREE Case Study and start getting leads for less!

 

 

3 Ideas For Facial Advertisement At Your Spa

3 Easy To Implement Facial Advertisement Ideas for  Medspas and Day Spas.

Facials appointments are vitally important to your Spa business.

They are also notoriously difficult to market due to the perception that there is not much difference between facial treatments which leads businesses to start competing on price, rather than positioning.

When services are being marketed on price we refer to the market as “Commoditized” because the service is being treated like a commodity which buyers look to get for the cheapest price possible.

So to avoid this commoditization of the services in your Medspa business, here’s 3 ideas for facial advertisements.

  1. Create a Branded Service with Video. The first step to avoiding commoditization is to brand your facial. If you’ve ever watched the “Realhousewives of Beverly Hills” you’ve seen Kyle Richards take her friends for an “Electric” facial. Whether you have a proprietary service or not you want to come up with a branded service title for your Facial that creates the right image in your potential patient’s minds. Once you have your branded service, it’s time to create a video presenting the service. It does need to be long or have a dramatic before and after transformation but your  video should show a patient being pampered and looking like she’s having the time of her life to focus on the EXPERIENCE, not the service.
  2. Create An Infographic. Know what people love? Lists! When you perform a facial your staff goes through a fairly comprehensive list of treatments. Write that list up along with a few images to create an infographic that walks the potential patient through anything they need to know about the service. The longer the list is the more comprehensive the facial treatment seems justifying higher prices.
  3. Create a VIP program. The # 1 marketing mistake I see from Medspas is a failure to maximize their lifetime patient value by getting the same patients you already have to come in for more services. It is 7 x easier to sell a cosmetic service to an existing customer than it is to try to sell the same service to a new customer. By creating a VIP program you can engage in commoditization without damaging your brand. Instead of offering lower prices to anyone off the street you can offer discounts to your VIPs and not risk competing on price as only your existing customers will know your sales prices.

There are many different ways to advertise your facial services, but these 3 should get you on the right track.

To make sure you or your facility manager can take this information and apply it, let’s quickly re-cap and give you an exercise that will help you create a branded service.

First we discussed why it’s difficult to sell facial services, namely it’s a broad term which covers many services leading to commoditization.

After that we went over 3 ideas for facial advertisement:

  1. Create a branded service video
  2. Create an infographic with a list
  3. Create a VIP program

You’re now ready to start marketing your facial services without worrying about competing on price.

Best,

JL

 

3 Facial Advertising Ideas For Your Medspa!

Facials are one of the most important services offered for a Medical Spa or Day Spa.

Everyone wants nicer skin

They are also notoriously difficult to market due to the perception that there is not much difference between facial treatments which leads businesses to start competing on price, rather than positioning.

When services are being marketed on price we refer to the market as “Commoditized” because the service is being treated like a commodity which buyers look to get for the cheapest price possible.

So to avoid this commoditization of the services in your Medspa business, here’s 3 ideas for advertising your facial services.

  1. Create a Branded Service with Video. The first step to avoiding commoditization is to brand your facial. If you’ve ever watched the “Realhousewives of Beverly Hills” you’ve seen Kyle Richards take her friends for an “Electric” facial. Whether you have a proprietary service or not you want to come up with a branded service title for your Facial that creates the right image in your potential patient’s minds. Once you have your branded service, it’s time to create a video presenting the service. It does need to be long or have a dramatic before and after transformation but your  video should show a patient being pampered and looking like she’s having the time of her life to focus on the EXPERIENCE, not the service.
  2. Create An Infographic. Know what people love? Lists! When you perform a facial your staff goes through a fairly comprehensive list of treatments. Write that list up along with a few images to create an infographic that walks the potential patient through anything they need to know about the service. The longer the list is the more comprehensive the facial treatment seems justifying higher prices.
  3. Create a VIP program. The # 1 marketing mistake I see from Medspas is a failure to maximize their lifetime patient value by getting the same patients you already have to come in for more services. It is 7 x easier to sell a cosmetic service to an existing customer than it is to try to sell the same service to a new customer. By creating a VIP program you can engage in commoditization without damaging your brand. Instead of offering lower prices to anyone off the street you can offer discounts to your VIPs and not risk competing on price as only your existing customers will know your sales prices.

There are many different ways to advertise your facial services, but these 3 should get you on the right track.

To make sure you or your facility manager can take this information and apply it, let’s quickly re-cap and give you an exercise that will help you create a branded service.

First we discussed why it’s difficult to sell facial services, namely it’s a broad term which covers many services leading to commoditization.

After that we went over 3 ideas for facial advertising:

  1. Create a branded service video
  2. Create an infographic with a list
  3. Create a VIP program

You’re now ready to start marketing your facial services without worrying about competing on price.

Best,

JL