Video: AI Defined # 4 Unsupervised Learning

Hey there,

In this video I share the latest edition of the artificial intelligence defined series where I give definitions for common machine learning and artificial intelligence terms.

In video # 4 I define the 2nd type of machine learning: Unsupervised learning.

Check it out

Here

 

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.

 

10 Great Quotes On The Creative Process For A Monday!

Happy Monday!

I had a nice weekend of actually not working for the first time in a long time.

Which means that as I try to ease back in to the creative process of the week which will include creating

 

  • 3 articles for this blog (optimistic I know)
  • 5-6 articles for various clients
  • 3 videos
  • A report on marketing Artificial Intelligence services

I am reminded that the creative process is a workmanlike one. As you are probably already aware I am not a huge fan of inspirational quotes but I do find the following 10 quotes on the creative process to be particularly useful and enlightening so here we go

All quotes are from Good Reads  and have not been fact checked for accuracy.

10 Great Quotes On The Creative Process For A Monday!

  1. “Nothing is original. Steal from anywhere that resonates with inspiration or fuels your imagination. Devour old films, new films, music, books, paintings, photographs, poems, dreams, random conversations, architecture, bridges, street signs, trees, clouds, bodies of water, light and shadows. Select only things to steal from that speak directly to your soul. If you do this, your work (and theft) will be authentic. Authenticity is invaluable; originality is non-existent. And don’t bother concealing your thievery – celebrate it if you feel like it. In any case, always remember what Jean-Luc Godard said: “It’s not where you take things from – it’s where you take them to.”

[MovieMaker Magazine #53 – Winter, January 22, 2004 ]”

Jim Jarmusch

  1.  “Put down everything that comes into your head and then you’re a writer. But an author is one who can judge his own stuff’s worth, without pity, and destroy most of it.”

(Casual Chance, 1964)”

Colette

  1. “First forget inspiration. Habit is more dependable. Habit will sustain you whether you’re inspired or not. Habit will help you finish and polish your stories. Inspiration won’t. Habit is persistence in practice.”

Octavia E. Butler, Bloodchild and Other Stories

  1. “A story is not like a road to follow … it’s more like a house. You go inside and stay there for a while, wandering back and forth and settling where you like and discovering how the room and corridors relate to each other, how the world outside is altered by being viewed from these windows. And you, the visitor, the reader, are altered as well by being in this enclosed space, whether it is ample and easy or full of crooked turns, or sparsely or opulently furnished. You can go back again and again, and the house, the story, always contains more than you saw the last time. It also has a sturdy sense of itself of being built out of its own necessity, not just to shelter or beguile you.”

Alice Munro, Selected Stories

  1. “Writing is thinking. To write well is to think clearly. That’s why it’s so hard.”

(Interview with NEH chairman Bruce Cole, Humanities, July/Aug. 2002, Vol. 23/No. 4)”

David McCullough

  1. “Creativity is paradoxical. To create, a person must have knowledge but forget the knowledge, must see unexpected connections in things but not have a mental disorder, must work hard but spend time doing nothing as information incubates, must create many ideas yet most of them are useless, must look at the same thing as everyone else, yet see something different, must desire success but embrace failure, must be persistent but not stubborn, and must listen to experts but know how to disregard them.”

[Twelve Things You Were Not Taught in School About Creative Thinking (The Creativity Post, December 6, 2011)]”

Michael Michalko

  1. “Anxious, inexperienced writers obey rules. Rebellious, unschooled writers break rules. Artists master the form.”

Robert McKee, Story: Substance, Structure, Style, and the Principles of Screenwriting

  1. “Dialogue is not just quotation. It is grimaces, pauses, adjustments of blouse buttons, doodles on a napkin, and crossings of legs.”

Jerome Stern, Making Shapely Fiction

  1. “We all have 10,000 bad drawings in us. The sooner we get them out the better.”

Walt Stanchfield

  1. “Don’t dash off a six-thousand-word story before breakfast. Don’t write too much. Concentrate your sweat on one story, rather than dissipate it over a dozen. Don’t loaf and invite inspiration; light out after it with a club, and if you don’t get it you will none the less get something that looks remarkably like it. Set yourself a “stint,” [London wrote 1,000 words nearly every day of his adult life] and see that you do that “stint” each day; you will have more words to your credit at the end of the year.

Study the tricks of the writers who have arrived. They have mastered the tools with which you are cutting your fingers. They are doing things, and their work bears the internal evidence of how it is done. Don’t wait for some good Samaritan to tell you, but dig it out for yourself.

See that your pores are open and your digestion is good. That is, I am confident, the most important rule of all.

Keep a notebook. Travel with it, eat with it, sleep with it. Slap into it every stray thought that flutters up into your brain. Cheap paper is less perishable than gray matter, and lead pencil markings endure longer than memory.

And work. Spell it in capital letters. WORK. WORK all the time. Find out about this earth, this universe; this force and matter, and the spirit that glimmers up through force and matter from the maggot to Godhead. And by all this I mean WORK for a philosophy of life. It does not hurt how wrong your philosophy of life may be, so long as you have one and have it well.

The three great things are: GOOD HEALTH; WORK; and a PHILOSOPHY OF LIFE. I may add, nay, must add, a fourth—SINCERITY. Without this, the other three are without avail; with it you may cleave to greatness and sit among the giants.”

[Getting Into Print (The Editor magazine, March 1903)]”

Jack London

I certainly feel a bit more creative, hopefully you do as well!

To a productive Monday!

How To Create 1 Hour Of Video Content In Just 15 Mins

How to plan 1 hr of awesome video content in just 15 minutes!

Coaching students LOVE video content!

Men and women want to feel like they have more knowledge about  than other typical guys and girls. Having this little bit of knowledge allows students to feel like they are on the inside even if they aren’t getting the success they want.

That feeling that they know more than the average guy or girl is what pays your bills as a  coach.

For those of you that sell products and video courses you may have noticed that simply having videos that are longer than 30 minutes helped you to get less refunds.

I specifically tried to make both the first and last video in every course have a length of at least 1 hour.

This helps the student avoid buyer’s remorse when they get access to a course and see that the first video is around an hour.  We all know most students will not get all the way through the course so their first impression is REALLY important. And if they see two hour long videos in a 5 video course they are going to assume that if they don’t finish it, they are to blame for their lack of results, not you.

But there’s a problem, it takes a LONG time to come up with all this content!

You’re busy coaching and marketing and running a business.

If you’ve ever found yourself taking 6, 12, even 18 months to create a new product you’re in luck because this post is going to change the way you create content by providing a simple and easy 6 step process for creating an hour worth of video in just 15 minutes.

6 Steps to Creating 1 hour of video:

Come up with a juicy topic

Adopt my 6 sections of structure

Label a paper or word document 1-20

Add in the 6 sections of structure

Fill in the talking points

Record!

 

Now let’s zoom in on each of those 6 steps

Step # 1: Come up with a juicy topic

The first step is deciding what you want to record a video about. Most of you already have an idea of what your list responds to.

Step # 2: Adopt my 6 sections of structure.

The biggest problem I see when it comes to coaches creating content is that they don’t have a structure for each video.

That means that every time they want to record a video they have to reinvent the wheel.

My 6 sections of structure(™ pending lol) ends all of that indecision by giving you 6 simple sections that you can use to build a video on any topic!

Here are the 6 sections:

  • Introduction. The introduction congratulates people for purchasing the course in your first video and welcomes them back to the course and gives a short re-cap of what they learned in the last video after that. The introduction also allows you to layout an overview of what they have already learned in the course and what they are going to learn in this specific video.
  • Research and statistics. This is where you are going to back up your advice whether it’s through academic research, in field research, web data or teachings you’ve picked up from your spiritual advisors.
  • List. Each video you make with this template is going to contain a list. It’s up to you whether that list is a list of tactics and techniques, a 5 step process map like this post, or 5 reasons why men no longer call women. A list is a great way to keep viewers engaged and keep your video moving forward.
  • Tactics. I love tactics and so do students.! I personally like to create a second list of tactics so I can go through a few different scenarios such as how the tactics might changed when used in a nightclub as opposed to a coffee shop etc…
  • Exercises. Students LOVE exercises. Not only that but they present an easy way for the student to feel like they are working on the problem without them actually having to go out and talk to guys or girls which might make them super nervous or discouraged.  
  • Re-cap. In the introduction we told the viewer what they are going to learn in this video, in the re-cap we tell them what they learned and how awesome it is, remind them to do the exercises and give them a sneak preview of what they are going to learn in the next video!

This is a basic template, it can be customized to be more complex but this is a great start if you struggle putting together videos or get bogged down in creating decks or slides.

Step # 3: Number 1-20 on a piece paper or word doc.

This step is super important!

I use actual paper and pen because I am a luddite and can’t think as well when typing. I even outlined this post using a pen and paper.

But you can use a word document, google doc or spreadsheet. Whatever.

The key is to label the document 1-20.

This is important because each section represents 3 minutes of speaking time.

Don’t worry we’ll get into how to come up with 3 minutes of talking time for each section soon.

Step # 4: Add the 6 sections of structure to your list.

Before we start thinking up 3 minute talking points we are going to add the 6 sections of structure to our list.

It might look something like this

  1. Intro
  2. Research and data
  3. What the research means for
  4. List
  5. Pt 1 of list
  6. Pt 2 of list
  7. Pt 3 of list
  8. Pt 4 of list
  9. Tactics
  10. Tactic 1
  11. Tactic 2
  12. Tactic 3
  13. Exercise
  14. Re-cap

Using the 6 sections we have already filled up 14 of the talking points!

Step # 5: Fill in the talking points

Next problem, 3 minutes is a LONG time to talk about a single subject.

But we’re going to break that up by creating three one minute talking points for each empty section.

For example we might have a list that looks like this:

  1. Intro- Welcome them- Overview of the course- Who this course is for
  2. Research and data- Statistics on beer drinking and sex- research on decision making and logistics- study on compliance.

Each of those points is something you want to prepare one minute of speaking on.

I like to think of each talking point as 1 minute but that’s really just a guideline. Sometimes you’ll have a 5 minute talking point, or get off on a relevant tangent.

What happens if you can’t think of anything to fill the time?

Then you’ll want to use what journalists call the 5 Ws.

Who, what, where, when and why. I also like to use how.

When it comes to creating seduction content I like to think of each of those Ws as a different section which can have 3 talking points assigned to it.

For example ask:

Who do these tactics and techniques work on?

Then describe the different personality types of men or women who will respond to this material.

Step # 6: Record!

Last but certainly not least you’ll want to record.


This structure is super helpful if like me you create mostly screenshot “Camtasia” style videos because you can literally put your outline on the slides with pictures.

But even if you are recording yourself talking in to a camera you can place a word document or sticky note on the screen to guide yourself through the video without anyone seeing you glancing around.  

Ok, let’s recap!

In this post I shared with you how to create an hour worth of video topics for a video in about 15 minutes worth of planning.

We started off by talking about how students love content but it can be a pain in the ass to plan it all out, which leads to taking 9 months to create a new product and why longer videos are better (less refunds and bad reviews!).

Then I shared my 6 step process:

  1. Come up with a juicy topic
  2. Adopt my 6 sections of structure
  3. Label a paper or word document 1-20
  4. Add the 6 sections of structure to the list
  5. Fill in the talking points
  6. Record!

I also taught you how to break sections down into 1 minute talking points and a few tips and tricks for filling the time like the 5 Ws and an H.

Now you’re ready to start prepping and creating video courses this week!

Hope that helps,


JL

 

 

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

 

The 5 Best Converting Keywords For Cosmetic Surgeons

Ever wonder if your website is using the RIGHT keywords to be found online?

Ever feel like an Ape did your SEO?

With so much to do day to day in your cosmetic surgery or Medspa practice, it’s easy to let certain things like Keyword research and updates slip through the cracks.

In this article, I’ll discuss the 5 best converting Keywords for Cosmetic Surgeons based on my work with over 2 dozen Cosmetic Surgeons across the US and Canada.

We’ll also take a look at WHY having the right keywords and updating them frequently is important.

Why are Keywords important for Cosmetic Surgery Practices?

Before 2011’s Panda update, you could engage in what is known as “Keyword stuffing” which basically means that Google was looking at how MANY times your website had the keyword contained in it, rather than how RELEVANT it was to the search.

For the last 6 years, Google has sought to move from keywords to keyword phrases as its machines get better and better at understanding how people actually search and the words they use (typos included).

More importantly there is a difference between what those in the data biz call “Commercial Intent Driven Searches” or  “Informational Intent Driven Searches” those where people are just doing their research.

And this is where we run into issues as a Cosmetic Surgery Practice because as you the reader know Cosmetic Surgery is a rather long sales process where potential patients often want to gather a lot of information before making a decision.

So you’ll want to further refine your keywords to differentiate between those that are commercially driven such as “Cost of Breast Augmentation” and those that are informational such as “Breast Augmentation Recovery Time.”

We want to focus on Commercial driven search terms as those tend to have much better conversion rates.

The 5 Best Converting Keywords For Cosmetic Surgeons:

  1. Breast Implants
  2. Breast Augmentation
  3. Liposuction
  4. Rhinoplasty
  5. Tummy Tuck
The most searched terms for cosmetic surgery are NOT the best converting.

Ok, probably not a ton of surprises there.

But I want to show you something.

Google Trends Data Comparing Botox to Breast Augmentation

This is a Google Trends search I did comparing Botox to the # 1 converting Keyword of Breast Augmentation.

There are almost 4 x as many searches for Botox as there are for Breast Augmentation over the last 6 months.

In fact there are TWICE as many searches for the generic term “Fillers” as there are for Breast Augmentation.

That’s 2 X as many searches for “Fillers” a generic term for injectibles than Breast Augmentation had.

Now I should note that Breast Augmentation has a MUCH higher price than Fillers and Botox but that only explains some of the search volume inequality. Additionally Botox and injectible patients usually require multiple treatments per year leading to a much closer Lifetime Customer Value than one would realize upon first glance.

The numbers don’t lie.

There are exponentially more searches for Botox and Fillers than ANY other Cosmetic Surgery related keyword.

If you want more traffic, you want to start featuring Botox and other injectibles as your main keyword phrases.

Hope that Helps,

Jon

How Do You Get Cosmetic Surgery Patients Online?

Whenever I start talking to a potential client in the cosmetic surgery industry, I always ask

“How do you get cosmetic surgery patients online.”

And wait for this look

90% of the time the answer is “through my website.”

So I dig a little deeper.

” How do you get patients through your website?”

Most of the time they answer that people see the website and call in or fill out contact forms.

But the problem is that most Surgeons and even facility managers don’t know where their leads are coming from online.

Where are you leads?
Are the leads in the paper?

It’s not your fault:

As a surgeon you are a specialist and have spent most of your adult life working in a world where patients just sort of found you. You know that you need to be doing something to get patients online but you’re not sure what that is so you turn to

Facility or Marketing managers.

I can even cut facility managers a little bit of slack as they have a lot on their plate and marketing is a full time job.

But the marketing managers…

There is no excuse for a marketing manager to not understand exactly where leads are coming from, how much you’re paying from them and what % of leads actually end up booking consultations and procedures.

The digital marketing being done online for surgeons and medspas is incredibly basic.

When I attended Vegas Cosmetic Symposium 2017 I was astounded at how far behind some of the presenters were when compared to the world of E-commerce where I spend the majority of my consulting time.

While I won’t name names, many presenters were speaking about ideas that were no longer profitable in 2014.

So if you were talking to a sharp marketer like myself or you want to start figuring out what’s actually working for your practice online, here’s what you need to know.

  1. Where are the leads from your website coming from? You should already have Google Analytics or some other website tracking software on your site. Amazingly in 2017 some surgeons with fairly large practices still do not. You need to know if most people coming to your site are from organic search meaning they typed in a search query and ended up finding you or if it’s from ads you place or social media.
  2. What is your cost per lead online? If you spend no money on advertising online, you are still spending money to acquire online leads whether it’s hosting, web design, blogging or social media you are paying for every lead online and you need to know how much those leads cost.
  3. What % of online leads are being closed? Lastly while it’s all well and good to know how much your leads cost and where they are coming from you still need to whether or not these leads convert. There’s no point in getting leads at $ 50 each if they only convert 3% of the time. You need to be tracking the online leads throughout your sales process.

Then when someone smart like me asks you “How do you get cosmetic patients online?”

You can say

” We mostly get our traffic from social media, we pay around $120 a lead and they convert at around 25%”

Once you know those numbers, you can establish a baseline and see if the digital marketing strategies you try out are actually working. Without that baseline, you’re kinda just throwing stuff against the wall and hoping it sticks.

So to re-cap in two quick sentences:

You need to know where your leads come from online, whether you pay for advertising or not.

In fact you need to know where your leads come from, how much they cost you (Including factoring in hourly social media interns, marketing consultants etc) and what % you are converting into patients.

Now you know what you need to know, but you still need to actually learn those numbers so here’s a quick exercise.

Start small with the last month. Check your traffic data and see where the leads are coming from.

Once you know that for extra credit you can figure out how much they cost. If it’s hard to factor the cost of salaried employees in just estimate. A close guess is better than nothing.

Hope that helps,

JL

Get More Cosmetic Surgery Patients Using Video

If you’re using video in your cosmetic surgery marketing, I want you to ask yourself a question.

Do the videos you use actually get more cosmetic surgery patients for your practice?

Are your videos getting you cosmetic surgery patients
Are your videos actually getting you clients or are they just cute like this dog video?

See while video is all the rage in cosmetic surgery marketing, 90% of the videos created don’t actually get more patients in your door.

On the other hand, If the thought of using video to get more cosmetic surgery clients conjures up images of sleazy East Coast Doctors posting live surgeries on Snapchat, hopefully this article will inspire you to consider using video in marketing your practice as it can be an effective technique without sacrificing your reputation.

Google Rewards Video

I don’t want to bore you with the details but since Google introduced “Universal search” which produces a mix of information and video in 2007, almost every major update whether it’s Penguin in 2015 or Hummingbird in 2013 have led to video results being rewarded with high search rankings.

Videos are 53 Xs more likely to appear on page 1 of a google search

In addition Youtube has officially been the 2nd largest search engine online since 2013.

Video is a Search Category
As you can see Video is its OWN search category on Google.

So, how does a cosmetic surgery practice use video in a way that actually generates patients and doesn’t make you look unprofessional?

I’m glad you asked, there are 3 ways to get more patients with video:

  1. Send Demonstration Videos To Your Email List. One of the easiest ways to use video that will actually be send trackable patients through the door is demonstration videos which you can host on Youtube for free. In a demonstration video you can show potential patients how to correctly use products or explain and services and procedures in more detail. Using your Email management system you can see who opened the email and who clicked on the video link and follow up with those clients later on if they don’t contact you for an appointment.
  2. Go Live. One of the best ways to use video to get patients is to do Live Q and As on either Facebook Live or Google Hangouts. These Q and As will allow potential patients who either didn’t have the time or were too embarrassed to set up an in office consultation ask their questions without worry. You can even ask the potential patient to call you during the live Q and A and start to set up an appointment in real time as many of my clients have done.
  3. Offer Skype, or Google Hangout Consults. The last way is where I believe the future of medicine is headed with companies like Plushcare  already providing medical consults for non threatening conditions over an App.  Ultimately I believe that is how most medical consults will take place and any steps you can take to be an “early adopter” of this kind of technology will allow you to get more patients in the door. You may even be able to charge between $20-60 for the consultation in addition to booking more procedures.

Most Cosmetic surgery practices are either not creating video content or are creating the wrong kind of content for social media sites that don’t have buyers like Snapchat where the average age is between 13-24 not exactly prime cosmetic surgery prospects.

Instead you want to use video in the 3 ways I listed above to actually get more cosmetic surgery patients.

I want to hear from you, what other ways have you tried to use video and how has it worked or not worked?

And if you haven’t already be sure to download my Free Report on 7 Types of Content To Get More Cosmetic Patients!

10 Content Marketers Every Business Owner Should Be Following

Have you ever heard of the Pareto Principle?

How about the 80-20 rule?

It’s one of the most commonly quoted business principles, which simply states that 80% of your results will come from 20% of your efforts.

Well if you can believe it, content creating is even more skewed, 80% of content consumed online is created by just a mere 13.4 % of the US population!

With that much influence centralized into just a few hands, it makes sense to follow what these content “Masters of the universe” are doing.

Right?

So with that in mind, while also remembering that it is difficult to follow more than 10 or so influencers online and actually learn anything (not to mention keeping your various timelines and feeds relatively clear) I’ve selected the cream of the Content Marketing crop, and present to you:

10 Content Marketers Every Business Owner Should Be Following:

 Neil Patel. Neil Patel is a content marketer, author and co-founder of several companies including Kissmetrics. Neil is known for his long form in depth blog posts and the “10x Rule” which states that if you want to be successful at creating content you need to create content that is 10x better than what is already out there. Neil is a lifelong entrepreneur dating back to his high school days and has been involved with online businesses since the first dotcom crash. Neil’s main areas of expertise are analytics and he has created and brought to market dozens of tools like the Crazy Egg which shows a live heat map of where website visitors

Erin Nelson. Erin Nelson is an editor at Contently one of the cutting edge content companies specializing in helping larger companies create great content at scale. There are several great content creators over at Contently but I chose Erin because of her focus on storytelling and women’s issues. Content Marketing is mostly a boys club so it’s good to include as many women who are creating great content like Erin as possible.

Rand Fishkin. The self proclaimed “Wizard in charge” at Moz, Rand Fishkin is one of the OGs of content creation, even going as far as to co-found inbound.com. Rand blogs about everything related to inbound marketing, analytics, content linking and more. He also has an extremely enjoyable travel blog. If you’re interested in learning the ins and outs of SEO and other topics from a man who literally wrote 2 books on it be sure to follow Rand.

Tom Webster. Tom Webster is the founder of Brandsavant a blog that focuses on using data to draw insights about consumer behavior. If you’re into cold hard numbers and statistics (like I am) then Tom’s the man. Tom has been studying consumer behavior for more than 20 years and has also served as the vice president of the firm that did the 2008 election exit polling. Tom also co-authored the book The Mobile Commerce Revolution and the longest running research series looking at and analyzing consumer usage of digital and traditional media. There’s not much Tom doesn’t know about how to use data to draw insights about your unique audience and how to reach them. Tom’s work can be a bit academic but I can guarantee it will help you produce content your audience will love.

Jay Baer. Jay Baer is the most retweeted person by content marketers and the 2nd most rewtweeted person by B2B marketers. Jay has over 23 years of experience in digital marketing. Jay focuses on working with larger companies like 32 of the Fortune 500 on how to interact with and benefit from online customer feedback. Jay’s blog Convince and Convert was named the # 1 content marketing blog of 2015. Jay also hosts the Social Pros podcast. Jay will show you how to use technology to get an unfair advantage in your marketing and customer service.

John Jantsch. John Jantsch is a speaker, consultant and the author of Duct Tape Marketing and the blog of the same name. John writes about a variety of subjects from Business Growth to creating and curating content. Duct Tape marketing is one of the most influential blogs for content marketing and is consistently putting out great content.

Mark W Schaefer. The founder of Grow Mark Schaefer has written 6 books including his latest Known the handbook for branding in the digital age. Mark focuses on how you can use social media and other online platforms to build your brand and your companies’ brand.

Jon Morrow. Jon Morrow is one of the most influential bloggers in the entire world and has built 3 of the most successful blogs online including com. Jon is also on the cutting edge of the Geo-arbitrage trend having lived in Mexico for years earning dollars while spending pesos. All of this despite the fact that Jon is paralyzed from the neck down. Jon is famous for all inclusive list posts like “20 Ways To Be A Mediocre Blogger No One Gives A Crap About” which inform, entertain and inspire. The bottom line is if you’re serious about blogging or creating original, engaging content you need to be following Jon.

Heidi Cohen. Heidi Cohen is the author of the Actionable Marketing Guide and frequently updates her awesome advice packed blog. Heidi covers everything from what Typography you should use to How To Reach Your Core Audience. Heidi has worked for corporations as large as Citibank and the Economist and has taught at NYU and Rutgers University.

Larry Kim. Do you use Google Adwords? If so then you probably already know about our 2nd name Larry Kim the founder of Wordstream. If you don’t use Google Adwords and are considering adding it to your marketing repertoire then be sure to head over to the FREE PPC University and learn all about how to set up and run a successful Adwords campaign. Adwords is one of the trickiest subjects out there and there are a lot of scammers and so called “gurus” that don’t know what they are doing, but PPC university gives you everything you need to know about using Adwords successfully from keyword research to ad groups. The bottom line is if you use Adwords or are considering using Adwords in the future then you have to follow Larry Kim. One of my favorite techniques for Adwords RLSA re-targeting comes from This Article

For better or worse, the Internet is full of information on creating content.

Some of it is good.

Most of it is bad.

Think about it like this, the right information is like a radio channel, and in order to tune in to the right channel you need to be able to separate the channel’s signal from the noise of interference. That’s why you need an antenna.
Think of this post as your antenna to tune into the radio station of good content.

Like always, I want to hear from you!

Who do you think I left off the list that deserved to be on there and who is your favorite content marketer?

12 Content Creating Hacks! A cheat sheet for creating killer content that converts

What Goes Through Your Head When You See The Words Content Marketing?

If you’re like most small business owners I work, with it’s a flash of recognition and a little pang of guilt as you recall reading about “Why Content Marketing Is Important” and remember that you haven’t actually created all that much content.

Sound familiar?

The problem is that you don’t understand how to create content that will actually get a response.

After all there’s only so many times you can write a blog post that only gets read twice before you start thinking it’s not worth your time.

That’s where this article comes in, because in it I’m going to show you 13 tools for creating AWESOME, engaging content that will leave your audience begging for more in record time.

Ready to get started?

12 Content Creating Hacks For Creating Killer Content That Converts!

1. Content Samurai. You probably already know that you need to be producing video content, but did you know that Youtube is currently the 2nd biggest search engine online? Video also leads to better Search Engine Optimization, higher user engagement, and most importantly increased conversions! But in the past video was expensive or time-consuming to create and required expensive equipment and editing skills. Not anymore! Now you can use Content Samurai to create incredible videos in minutes with 0 editing or video experience required. I personally use Content Samurai and it’s super simple and has a series of instructional videos which will help you start creating awesome high quality videos for your business in just a few minutes.

2.  Periscope. Live streaming is one of the best ways to engage with your audience. I already explained the benefits of video in your marketing but live broadcasting adds an element of authenticity and allows you to show behind the scenes videos, do Q and As, and, make important announcements! Furthermore since Periscope is owned by Twitter, it seamlessly integrates with your account to broadcast to all your existing followers. I expect live streaming to be a HUGE revenue booster in 2017 and recommend you get on the bandwagon now!

3. Timeline JS. Timeline JS is an amazing FREE tool that allows you to build visually rich interactive timelines such as this one on the Microsoft and the collapse of the mobile business.

Timeline pulls in media from other sources such as Twitter, Flickr, Youtube, and more. If I were to put my Jonstradamus hat on for a second

I would predict that in 2017 you start seeing timelines more and more frequently and they will become one of the new ways that content is curated in 2017.

4. Tap Influence- Tap Influence is a SaaS platform that automates your influencer marketing campaigns so that you never have to waste 2 weeks waiting for a “Youtube star” to return your emails.

Influencer marketing is a great way to build your brand and can lead to exponential results when it comes to getting followers. The problem is that influencers often vastly overestimate their worth, often do not keep detailed analytic information and are notoriously difficult to get ahold of. Enter Tap Influence which does all of that for you. Their opt in marketplace gives you instant access to thousands of high quality influencers with acceptance rates of over 80%. Tap Influence is by far the best way to do influencer marketing and the only way I recommend to my clients.

5. Discus. You’ve probably heard that you need to build a community around your website and blogs with user comments. Disqus is a fantastic FREE add on tool that handles both comments as well as native advertising. Did I mention it’s free? Disqus installs quickly and easily while matching the colors and design of your site. Over 70 languages are supported and it works on every device including Google AMP. Disqus is so powerful that it basically lead to the end of the formerly popular gossip site The Dirty when all of the commentators decided to make their own Disqus powered site and take their accounts over to ZW Nation which with no advertising or marketing at all was able to do OVER 1 million views is a little less than a year. Almost all of them from Disqus members.

What Could You Do With  One Million views?

6. LIMK is a FREE content recommendation widget which will increase how long visitors stay on your website by recommending additional content. You know how after you watch a video on Youtube they automatically start playing another video they think you might like? LIMK does this for blog posts and other content on your website, and as we all know the more content a website visitor reads or watches the more likely they are to become a customer.

7. Pixelmator or Gimp – Articles with images recieve 94% more views than articles without according to marketing expert Jeff Bullas. However oftentimes when you are finding images for your articles they need to be enhanced, touched up or more. This leads to a lot of content creators spending hundreds of dollars on Photoshop which is notoriously difficult to learn. Instead of Photshop consider Pixelmator for Mac users or Gimp if you use a PC. Both of which can do 75% of the things you’ll actually need to do on Photoshop for a fraction of the cost. Trust me I wish I had known about these programs before I spent hundreds of dollars on Photoshop licenses and dozens of hours trying to learn the program. Learn from my mistake and save time and money with pixelmator or gimp.

No not this gimp…

8. Atomic Reach. Welcome to the future!

Atomic Reach is an artificial intelligence program that works with real time insights to maximize content performance. Atomic gives you an “Atomic Score” which tells you the minimum score you need to achieve in your writing in order to see an increase in engagement and readership. On average Atomic increases pageviews by 108%, unique views by 96% and time spent on your site by 65%. In addition Atomic reach, segments your audience from general to genius level readers to let you know who you should be writing for. If you want to get ahead of your competition in 2017, I highly recommend using Atomic Reach and taking advantage of the first AI program designed to help you create better content.

9. Stay Focused. We all want to manage our time better, especially when it comes to creating content and Stay Focused is an app that will help you with that! Stay Focused is based on the Pomodoro Technique a simple but extremely effective technique where you work in 25 minute spurts followed by a break.

Stay Focused also limits your ability to browse time wasting sites such as Facebook and Twitter. If you’re serious about putting in the time to create great content Stay Focused is a must have.

10. Trendspottr predicts emerging trends, viral content and key influencers for any topic all in real time. Trendspottr saves me HOURS of research each and every month by sending me emails about everything and anything that might be trending related to content marketing by location and language.

11. Headline Analyzer. 80% more people will read your Headline than will read the actual article which means that by default the headline or Title is the MOST important piece of any type of content you are producing. Luckily for you Co-schedule has created this FREE Headline Analyzer tool.

This awesome tool will allow you to type in the headline of any piece of content you’re considering creating and it will grade it on a 1-100 scale on its overall quality as well as it’s ability to bring in social shares, increased traffic and SEO value. Don’t create any content without running your title through the headline analyzer first!

12.  Did you know that the average quiz gets shared 1900 times? Quizzes are a great EASY, and FAST way to get your content and brand out there and with Qzzr you can turn any of your high performing content into a quiz faster than you can finish this sentence. Qzzr is free and offers a wide array of quiz options from graded quizzes which are better for sharing (people like to share things they score well on) to outcome quizzes which are more likely to go viral.

Content is king!

And in 2017 content will continue to drive the conversation online.

If you are serious about growing your business online you need to create content and create a lot of it!

In this article we looked at 13 different tools you can use to create engaging, captivating content FAST from turning blog posts into videos with Content Samurai to using Qzzr to make viral sharable quizzes you can no longer use “I don’t have enough time” as an excuse to not create content.

You now have the knowledge inside of you to create content that your audience will love and share, I believe in you, but you have to believe in yourself and you have to know where to get started!

I know this list can seem overwhelming, so let me give you the same advice I’d give someone who was trying to eat an elephant, start with a small bite. As a homework assignment try out one of these tools this week (you can even start with one of the free ones so it won’t cost you anything) just start by creating one piece of content and before you know it you’ll be on your way to a whole new level of recognition and a ton of new customers.

I’d love to hear from you in the comments what is your favorite content creation tool?

Best,

Jon.

P.S If you’d like to get a FAST start on the New Year and start to see BIG results, Fill out This Form for a FREE 10 minute Content Marketing Analysis for your website!