Podcast

Ethan

Welcome to the social media law cast I am your host social media attorney Ethan Wall and with me is my friend and co-host Shawn Depasquali. Hey Shawn!

Shawn

I am coming to you from an undisclosed child's bedroom.

Ethan

Wow He just went creepy right from the get-go.

Shawn

Ah, um, no I I was I wasn't sure whether that was gonna be my opening or I was gonna go I'm in my childhood bedroom which my mother has kept hermetically sealed since I was 5 but no I'm down in Florida in our old stomping ground visiting family and my.

Ethan

Um, yeah for.

Shawn

My mother's office now is ah is a room for my niece and nephew to come and play in. So ah, oh well, that's not theirs that's mine for business I do business on that and which is why we're here today because I've got.

Ethan

I was going to say I Love the cash register in the background for sure.

Shawn

This business. Um, it's a hypothetical business but hypothetically I've decided to get into selling dungeons and Dragons Adventure Modules Um I have written my own dungeons and Dragon Adventure Module Ah I'm going to call it h ah.

Ethan

Have any.

Shawn

Eternal mansion and eternal mansion is a really fun game and you like go into a mansion and then you get to like explore it and you have all these fun adventures and like it's going to be great. It's like a 1 and done thing but I have.

Ethan

Um, yeah, it's wow This sounds just exactly like the dungeons and Dragons adventure that I thought we were writing together called Immortality manner that.

Shawn

No idea where to begin with selling it online.

Shawn

Oh all, right? We do also have that I forgot that's also completely unhythetical. Well sure I guess we could talk about that one too. But I yeah.

Ethan

Sounds like you have stolen purposes of this intro. Ah.

Ethan

Um, yeah, now look you? Yeah you ah so you want to know how to market this thing and you don't want to make a giant mistake in doing it kind of like you know, stealing my ip that would have been a big mistake first performance.

Shawn

No I don't want to do it and make the same mistakes I have made with the 47 other previous adventures that I wrote that nobody knows exists because I clearly didn't market them right? I want to hit the ground running and I want to do it right? and I don't want to have to do it over and you're the social media Attorney. So I figured Um, you must know a ton about marketing because that's how attorneys work right? Mm yes.

Ethan

Wrong and that's why I scoured the internet and said to myself if you're going to create marketing strategies that work you implicitly also have to know marketing strategies that don't work.

Shawn

Yeah.

Ethan

And so I had to find an outside the box thinker who would be able to actually provide you with real actionable advice and steps because I would have just sold you hair tonic like something that would not have worked so I'm so excited to introduce you to my friend. Adam C Sinkus Adam is the managing partner of a purpose partnership a contrarian agency with a strategic mindset that informs tactical approaches to exceed their clients needs. Adam's got over ten years experience in marketing operations customer journeys maybe dungeon dragon modules we'll find out soon.

Shawn

Um, cool.

Ethan

But he has worked I know with some of the largest us companies in tech health insurance transportation and logistics and he also founded the pay it forward Tuesdays initiative to support entrepreneurs startups just like you Shawn and your d and d startup. So Adam welcome to the show. My man.

Shawn

Thank you.

Adam Sinkus

Thanks so much for having me really really appreciate it and you know I got in in in my background I got some toys too. But I mean I'm gonna own it. They are mine and I am proud of that factor.

Shawn

Um, yeah.

Shawn

Yeah, hey own it buddy I mean you know? ah.

Ethan

And.

Adam Sinkus

Yeah I play with legos at least once a week so you know it's all good.

Shawn

I just put together a um ah Ghostbusters firehouse lego set which was one of the most satisfying things I've ever accomplished in my life and that's take that for what it's worth. Ah I've been married I mean but the firehouse was really right up there with the wedding.

Ethan

1 there right 1 and one a right there.

Shawn

Like neck and neck. Yeah, so Adam I mean look thank you for coming and ah you know I don't I don't know if if dungeons and dragons modules is in your wheelhouse but I would imagine that the what not to dos.

Adam Sinkus

Absolutely.

Shawn

Are pretty standard right? like the things to avoid the pitfalls. The mistakes people probably commonly make kind of don't change no matter how big you scale or what industry is that about right.

Adam Sinkus

Yeah, yeah.

Adam Sinkus

Well, you know like it cracks me up because everybody I talk to people in a multitude of industries and everybody goes. Well yeah, but my industry is different I'm like no like marketing is marketing like there's little things that will be different industry to industry. But. Research is the same core strategies are the same how we approach you know building brand and and strategically putting it out. There. All are relatively the same so you know whether we're talking d and d or you know the next multimillion dollar shipping and logistics company.

Shawn

Next.

Adam Sinkus

You know there are some things that that work and some things that don't work and you know today we'll focus a lot on social media. Um, because I think you know as we look at the landscape now and I was just yeah I just put out a a gripe I got on my soapbox this morning on Linkedin about. Ai and Ai generated pitches in Dms and and how much I hate that. But you know I think social media is is a way we're consuming a large majority of our content these days so we'll hit some stuff on social media today you know that we can work on.

Shawn

So when we're talking ah marketing and then we're talking specifically digital marketing are there are there are there elements to digital marketing that sort of change the game from from a traditional print market strategy or or those kinds of things. Ah, just to kind of get an overview of what we're talking about then we'll kind of dive in.

Adam Sinkus

Absolutely yeah, so you know digital marketing. We are in the information age. Everything is coming at us a thousand miles a minute um ai is just making that more and faster and um.

Shawn

Yeah.

Adam Sinkus

In a lot of ways better and also worse all at the same time. So you know when we think about digital right? You know we think about you know where are we hitting our our potential clients customers friends family. Yeah, it's a social your major social media networks. It's maybe a blog. Podcasting is you know quickly becoming a large part of that content strategy. But then it's also you know there's also not necessarily putting an article in the in the times these days but putting an article on New York Times Dot Com right you also so similar type Pr.

Shawn

Sure yeah.

Adam Sinkus

Strategies that we're seeing and some of the ad strategies that we're seeing but instead of trying to go out and find a billboard or radio spot commercial or direct newspaper article. We're now just pushing at content online to those same platforms. But just in a digital space.

Shawn

Cool. So what are you know? what is your number 1 thing that you that people should avoid that that maybe they don't even know that they do.

Adam Sinkus

Ah, so you know I think sending automated messages I kind of already keyed into this a little bit right? number 1 easiest way to build a dis and genuine brand that people will run away from runs kicking and screaming from. Yeah I don't know what your Linkedin inbox look like but mine I I probably deny 15 to 20 in mails a day that start out with hey I saw your in filling the industry in this location and I thought it'd be great to connect. Great.

Shawn

Men.

Adam Sinkus

You want to sell me a product that you've designed for this industry in this location and the first thing you're going to do is give me some long you know 4 paragraph sales pitch that I'm not going to read. So yeah, so we need to get away from this.

Shawn

Um, yes.

Ethan

Ah.

Shawn

Yep.

Adam Sinkus

Automated messaging strategy that so many people are trying to rely on because the Linkedin experts the lead Gen experts are saying oh it's all a numbers game fact is.

Ethan

Right? with the twenty ten was the was the saudi arabian prince has located you know $2000000000 with your name on it and now in 2020. It's your Linkedin spam and Linkedin messages and even had a client of mine. Um. In a separate marketing agency reach out and we do email marketing and he's like hey dude like why don't we just start sending people these text messages and I'm like do you How do you feel when you get an unsolicited text message from someone is the feeling positive or is the feeling what the hell are you doing like get out of my inbox and. And it's negative and I think the same exact thing happens with these automated messages on Linkedin. You can tell so quickly whether someone is just interested and wants to get to know you or they're immediately trying to sell you something and my response is decline and then click the button that says I don't know this person to let Linkedin know.

Shawn

Um, yeah.

Shawn

Um, yeah, um.

Shawn

Um, yeah.

Ethan

that that I'm probably one of 1000 people that's being spam today.

Adam Sinkus

Yeah, yeah, absolutely our our report and report and block those people all the time. Not that my individual report is going to shut their shut their count down or so or shut down their ability to message. But if they get enough of those over time they will shut their count down and blacklist their account.

Shawn

Um, yeah, well and.

Adam Sinkus

So um, you know it it helps for the bigger cause.

Ethan

It does I actually had someone reach out real quick and then ah ah, followed over to youha and I had someone reach out recently and said I was banned from Linkedin for sending too many requests and I didn't know that I could do that can you help I know. Unfortunately we cannot help you with that like it in my head. But continuation was because I don't support that and it's spammy and you probably deserved you probably violated their terms I deserved to not be there. John.

Adam Sinkus

Yeah.

Shawn

Well and I was going to say and I I think there's you know and I'm sure Adam can speak to this but I feel like there's a ah you know people don't want to feel impersonal with your brand if people love to feel I mean you know for whatever it's worth. People love to feel like the brand is a thing that that they like and that likes them back and there's like a relationship and ah it probably heartens back to our you know, ah earliest you know commerce days of like knowing Jim who owned Jim's hardware and Jim knows my family and Jim watched my kids grow up and.

Adam Sinkus

Mr.

Shawn

Jim's kids run the store and they were friends but you know we want that still we crave that so you know I would imagine there is like a bit of that a kind of trickery to it now.

Adam Sinkus

Well I don't trickery is a bad word right? You know, um because it insinuates that we're doing something nefariously and and the reality is is we should be doing exactly the opposite opposite of that right? you know? um.

Shawn

Um, you.

Adam Sinkus

I have roughly I think I'm up to like 6 or 7000 connections on Linkedin. You know there's no possible way that I can talk to 6 or 7000 people. There's really only about 400 to 500 at any given time that are regularly engaging with me but what I do is I focus on turning. That four or five hundred over to different people over time. There's always going to be a core group but you know if I can get 200 new people looking at my content and reengaged out of my 6000 followers. You know every couple of months then get new eyeballs on it. And we already have a relationship because we're already connected. We connected for some reason at some point in time. So now. It's a warm conversation right? You know I could check in what's going on my favorite question and to ask in Dm when I reconnect with somebody is what's new and exciting right? because it's hard to be like in a.

Shawn

Um, sure.

Adam Sinkus

Crappy mood when somebody's like what's new and exciting. You know? yeah you want to talk about your wins. You want to talk about what's going on which then opens up opportunities if as long as you're reading, you know between the lines a little bit opens up the opportunities to find the gaps where you could potentially help them out.

Shawn

Sure Yeah, it's a good question.

Ethan

Yeah, it's Del Cariggie how to win friends and influence people talking in terms of other people's interests. You know, asking them about what's excited in their world not like hey I wrote this real exciting blog about marketing and I thought of you when I wrote it and here it is because you know so no one gives a crap.

Adam Sinkus

Right? And this is yeah yep.

Adam Sinkus

Ah, yeah, yeah, exactly. So yeah, so that's one way to approach it. You know the other thing the other big mistake I see people making on social media right now is only sharing like text updates or text in like 1 picture. Updates right? You know video is huge Linkedin has you can actually share like Pdf documents and it works like a document slider which then people can also download as well. Um, yeah, so um, really kind of a cool way to create some interactive um material for folks. Yeah.

Shawn

Um, cool Oh that's kind of cool.

Shawn

Yeah.

Adam Sinkus

Video like probably three years ago everybody was slamming the you know I'm walking down my street getting my daily exercise cell phone video but you know what those videos kill it they still kill it. Um, you know it's. 1 minute of content really consumable as long as you have a plan and something to talk about for 30 to 60 seconds take that cell phone video pop it up online. It's a different way for people to engage with you and when you use video. Um you know. People tend to connect with you as a person because you get your personality in there.

Ethan

Yeah, kind of.

Shawn

So So for for like you know my project right? I could start you know an account or or go from my existing account with you know my existing context that that I already have and maybe you know I'll start doing stuff like this where I can you know, whatever walk down the street fold some laundry do whatever. And I can talk about you know my dungeons and dragons interests and and why I wanted to write this thing and and what kind of adventures I like to do or tell stories of like fun game moments that we had. That's the kind of thing that would work. Yeah.

Adam Sinkus

Yeah, absolutely that the other thing that I think you could do with that right? is you could use part of like an introduction to the story as a hook right? You know, um, it's almost like a thirty second commercial right? But you walk into the tavern and.

Shawn

Oh.

Adam Sinkus

Yeah, there's an orc in the corner and he's looking at you crosseyd. What are you going to do next right? and fire takes care of everything.

Ethan

I Cast fireball. Yeah, just burning this down and everything in it seriously I was playing a forcerer last night.

Shawn

Ah.

Shawn

That that.

Adam Sinkus

Ah, but yeah.

Ethan

In a bottom of a winery in borovia in the curse of strod campaign. There's a bunch of evil druids and vine blights in a basement and I'm like I cast fireball and yeah, they're all dead and then they're like you've got 1 turn to get out of there before this entire place explodes. So that's exactly what.

Shawn

A.

Ethan

Yeah, um.

Adam Sinkus

Ah, run like hell and hope you roll a 20

Ethan

Um, exactly.

Shawn

Exactly exactly exactly So. Okay, so these are great things because I feel like both of these these ah tips so far are things that people would maybe instinctively want to try and and it's good to to avoid doing that and it's also you know. Starting starting social media. Once you start to take it seriously is like oh this is something I have to do for my business can be extremely intimidating I think for a lot of people and so having a starting point of like look literally all you have to do take your phone have something to say and just go do something take a walk.

Adam Sinkus

Yeah.

Shawn

Whatever go to a park sit in a cool environment. You know for my thing I could maybe go to walk to the comic bookstore and have you know and like that makes it at least it gives someone a starting point for for what to do So that's really hopeful. So what is.

Adam Sinkus

Um.

Adam Sinkus

Absolutely.

Shawn

What is your third like okay definitely avoid doing doing this. Okay.

Adam Sinkus

So 3 and 4 go together. So three is don't just link to influencers. You know, don't just like drop their name tag influencers in your comments and in your post anymore. Be purposeful about that right? because um.

Shawn

Sure.

Adam Sinkus

We got to think about it from a quality. Not a quantity standpoint it used to be you could tag everybody and their mother and they would all get notified and then you get some engagement. Well, the fact is you know us us marketing people. We caught onto that and we we killed that? Yeah, just frankly, we killed that right. So now we have to be a little bit more purposeful about it right? and so I always think about it from ah if I'm going to tag somebody First of all, will it benefit my readers right? Will it benefit my audience to tag this person Second of all I'm going to reach out to them before I tag them. And make sure it's okay, right? hey I want to tag you in this post and talk about something that you just posted the other day a book you just wrote that I read whatever right? get there kind of get their blessing because then they'll be more engaged to or more inclined to engage with it. Maybe even share it to their network.

Shawn

Um.

Shawn

That makes sense.

Adam Sinkus

And then the last piece is lead with quality like don't just tag them to tag them right? You know like hey you know I just I was just reading Rob Gordon's book. Ah the energy bus and yeah, he really made this really cool point about you know how you connect with people that share the same kind of energy as you.

Adam Sinkus

And I tag Rob Gordon in that but there's a purpose and an outcome to that right? because we're talking about you know a benefit to for the reader. So the.

Shawn

The.

Ethan

Yeah, that makes sense. No one I think likes being no one likes being spam tag like like spam tagged in a post um like that's not fun for anybody. It's not like a great surprise like you come in for Christmas oh my gosh. What is this? it's when I've been tagged in a post by someone that's not Shawn.

Shawn

For sure.

Ethan

Or Dave or like 1 of my closest friend. The immediate thought is like what what schmuck is tagging me in something that I want nothing to do with. It's going to show up on my tagged poster feed or have to make me. It's gonna it's gonna hook my attention I'm gonna get a notification or I'm gonna have to turn them off. Um.

Shawn

Like a friend. Yeah.

Adam Sinkus

Who.

Ethan

So yeah, it's never a positive impression.

Shawn

That's a good point. It is never you never go like oh I wonder what cool thing This random stranger brought me into it's almost always like oh I don't want to deal with whatever this is gonna be garbage. Yeah, so that that's a good point and and I think you know it also makes sense to reach out to you know.

Adam Sinkus

Um.

Shawn

Person that you are goingnna involve because you write to your point. You know if you if you have that kind of communication and that kind of relationship having the heads up is certainly going to help for them to not miss it when you do it and be able to reshare it if they want to do that or jump in on the discussion. As opposed to if you don't let them know and then six seven hours go by and they go oh I didn't realize you did this like well you know now it's 10 hours later no one really cares anymore.

Adam Sinkus

Um, death.

Ethan

That's a great point and in the context of your hypothetical in the beginning about building a dungeon dragons adventure you may want to ultimately communicate as part of a community with dungeon dragons influencers and 1 at the very top is Jeremy Crawford who's the one that that writes all the rules and I was actually researching the other night.

Shawn

Um, yeah.

Ethan

How the moonbeam spell works for druids and someone asked Jeremy Crawford like hey how does moonbeam work and and then he responded both you know, replying to that person's tweet.

Shawn

Yeah, yeah.

Ethan

And and shedding light on information. That's both useful to jeremy to to clarify some ambiguities within a spell you know it's gonna get out in front of the entire d and d universe you're now replied in that tweet that you can be able to see sort of tee this up to this influencer first and said hey. Hope this isn't gonna be bothersome but I've got a question about how this spell works we're writing it into a campaign would it be okay if I if I tied you in a tweet and he now knows if especially if he says yes, he's more than likely going to want to engage with it and know that it's coming. So I think it's a great strategy.

Shawn

Yeah.

Shawn

Totally.

Adam Sinkus

Yeah, yeah, so this like ties right into the other piece which is just asking people to share your content right? You know? um we are so just nose blind to the you know like share comment piece at the end of every post right.

Shawn

Ah, yeah, yeah.

Adam Sinkus

Um, it's it's overdone. Um, yeah in it in as much as you know those are important things we need people to like comment and share our posts for engagement. Um, we need to do it in a way that actually matters So when we look at Content. There's 2 things that really hit right? So we look at Arousal and Dominance. So Arousal is just the eliciting some sort of emotional response to it. Positive negative doesn't matter some sort of strong strong enough emotional response dominance is about creating something. That's very clear precise and high energy.

Shawn

5

Adam Sinkus

Around a topic or post right? So think about like celebrity pictures right? You see a picture of George Clooney you know in the tabloids walking down the street with his family. He's got high dominance presence.

Shawn

Show.

Adam Sinkus

High arousal because you know everybody's enamored that George Clooney's out in the public with his family right? You know.

Shawn

Um, right? yeah.

Ethan

And some guys a silver Fox man. What can you say? ah.

Shawn

Ah, true true.

Adam Sinkus

Ah, yeah, and so those are that's a better approach to getting people to share your content is focusing on how we get them emotionally invested into it and create a high dominance statue stature status for that post.

Shawn

Um, yeah.

Shawn

All right? So I gotta figure out how to get George Clooney to play my game and then I'm good to go.

Ethan

Yeah.

Adam Sinkus

Um, cat just cast him as the as the Tavern keeper I'm I'm just saying.

Shawn

There You go exactly? no but that that's also I think you're right I Do think that there is you know? um.

Shawn

Like share subscribe has become white noise at this point right? You almost don't even hear it when people say it at the end of a podcast or the end of a video or you're like yeah yeah, okay, um, but you're right, you know appealing directly to. An individual or even to your audience in a different way that's outside the norm of all and at the end like stripeda. You know that could be ah ah a much better motivator and reminder to people. Ah, you know I once heard long ago that you'll you'll always hear. From more people that are unhappy than the people that are happy cause typically if you're happy, you're happy. You know I mean for the most part even in your own lives. It's like if something goes Well, you don't typically go out of your way to like go can I talk to the manager hey this went Great. You're just like cool this went smoothly and I'm out. You know? Um, so.

Ethan

Probably.

Shawn

I Think people a lot of time. Ah, forget that like if you communicate to the people that are happy and ask them to do something they usually will because they're happy and they're like oh yeah I can do that for this thing and I love this thing so that that that's really great advice too.

Ethan

Yeah, and I think it syncs back to Adam's first point which is authenticity. You know I think if you're putting like comment share heart emoji it's it's it's not super authentic unless that's really kind of part of your whole shtick and you kind of built it in there for me as like a 42 year old guy I'm like.

Shawn

Yeah.

Ethan

Like common share heart likes. It's weird but you know at the same you? Yeah yeah, yeah, like today for example I made a post on Linkedin about the podcast promoting it and and I wanted people I wanted people's feedback.

Shawn

Um, but hilarious, Objectively funny. Ah.

Adam Sinkus

It's hilarious. Ah.

Ethan

Was like hey here's the link I would love to hear what you think of this episode or what you think of the podcast or what you want to hear and I hope that that type of engagement was more authentic because really I do want to know I'd love to know hey more of Adam More of Shawn Less Ethan more d and d talk more cluning like.

Shawn

Yeah.

Shawn

Yeah, yeah.

Ethan

That's super helpful I and want people to gauge pose something that's more self-serving you know, share this with your audience because yeah, it's It's not something that is authentic and I think.

Shawn

Um, yeah.

Ethan

Coming back to authenticity as a brand or as a creator or a small business or a giant corporation. Super important.

Shawn

And this isn't new just to keep the the conversation sufficiently nerdy. You know this this idea of cultivating community around your products is like that tells all this time right? I mean this goes back to even you think about the letters columns in the back of Comic books I mean that was.

Adam Sinkus

If.

Shawn

That was the old snail mail way of being like hey tell us what you think and maybe we'll print your letter and then we'll maybe respond to your letter and you know that sort of became you know comic book forums which became Discord rooms which now exist but like you know and and obviously social media has made it much easier to directly speak to. Creators you like and people you like but but it's always been there. This sense of tell us what you like and let us respond to you and and that does engender a ah very a loyalty I think in people for sure you know.

Adam Sinkus

Well, you know I think it's interesting. We talked to you guys talk a lot about like the positive side of the authentic brand right? But today my my headline on my Linkedin post was Ai and automation are killing Linkedin selling right.

Shawn

Um, yeah.

Adam Sinkus

Very solicits a very emotional response guy. Sales guys are out there just cursing my name today right? you know because they're like no, it's not this is this is helping me kill my numbers right? I'm like yeah but it's also killing your audience and your brand at the same time you know.

Shawn

Um, yeah, sure.

Shawn

Down.

Ethan

And your reputation and that's you know and that's the thing I think you know you mentioned this at the beginning Adam and it's something. That's that's been on my mind often in that we are on a short attention span generation in a way. And that we want immediate results and people see things and forget them in 30 seconds so we're trying to find a way to stand out but sometimes the short-term benefits of doing something that is going to make life easier like using Ai to generate all this content is going to have long-term unintended consequences of.

Shawn

Um, yeah.

Ethan

That's a spammy guy that's just trying to sell me stuff that uses ai and I don't think and Ray Dalio talks about this in his book principles first level consequences second level consequences last night I had a meatball parmesan sub first level consequence. It was delicious. Second level I feel like shit today you know. And like the workout I did. The gym is not going to be as effective because I don't think about what's the long-term effect on my body but in your example on my reputation because people are going to forget that clever cool thing that made you popular for 30 seconds but they will remember you as the guy gal or brand that spams them.

Adam Sinkus

Um, yeah.

Ethan

Or that all people out or does something inflammatory for attention.

Shawn

Absolutely listen I remember more politicians that spam me to vote for them than I do anyone else? Um, it's like oh I hate this guy I get 12 texts a day.

Adam Sinkus

Death.

Shawn

Don't forget to vote Guess what buddy I Definitely won't forget to not vote for you. God.

Ethan

The.

Adam Sinkus

Yeah, no I think you know it's interesting ai is is creating just so much content. But the reality is in this is this is number 5 this perfect segue unintentional but perfect segue right.

Shawn

Love it.

Ethan

Nailed it.

Adam Sinkus

Ai is creating so much content right? because you can go on chat gbt and you literally can type a prompt and go take this blog article and I need forty forty social media posts from it. The problem is most people are just copy paste directly from chat gbt. No personality no thought to it. Nothing. You know they haven't thought about brand voice things like that and really what that's doing is it's hurting your reputation because it's so such a generic content at that point that you're not leading with that value that we've been talking about that authenticity. So um.

Shawn

Um, yeah.

Adam Sinkus

I'll be first to admit I use a ton of automation a ton of Ai to do a lot of work for me, but it's the starting point. Not the ending point and that's the key so writing blogs like I don't have it write the blog for me I have it write an outline for me.

Shawn

Yes, yeah.

Adam Sinkus

Once I have an outline like it's really easy for me to hammer out a blog in in 20 minutes you know and then a couple edit cycles and we're good to go you know social media content. Um I have it right? You know a hundred social media posts for every 20

Shawn

Um, yeah.

Adam Sinkus

That I actually need to post why because I look through all of that content and I pick a sentence from here a sentence from there add my own thoughts into it and build unique posts out of all of those inputs what ends up happening is you you switch from this like really you know compute very clearly computer generated content to. Now content that seems to hit a little bit differently. It puts a different spin on it. It involves your brand a little bit better use switch words out for your brand words I was just working on a project for a client that has a branding tool called the brand constellation and so we're writing a landing page for them. Ah, you better. Believe it I used a whole bunch of space metaphors in that content right? you know? and so we pick pieces apart for that to make sure that it aligns with that brand constellation Overall brand. Yeah.

Shawn

Um, yeah.

Shawn

Yeah I mean then that's the way to do it. You know I think anyone that's you know, artificial intelligence like anything else is a tool and and there is no magical shortcut tool it's just a tool like anything else. And I think people want it to be this magical. You know the guy that goes like I have a million ideas but I never sat down and wrote a book. But now I can and it's like guess what now you probably still can't because if you never sat down and wrote a book then you don't know how to write a book and asking a computer to write a book for you. The computer's writing the book. You're still not doing it and it's not gonna have. Any of your thoughts or your personality or any of the passion that goes into creating things whether they're you know stories to tell or or even self-help books I mean you know think about some of even the dryer stuff. It's like could you imagine how much more dry that stuff's going to be if at least it doesn't have someone's. You know, zing behind it. Someone's point of view. So yeah I think you're spot on. It's about using it as a tool and not letting it replace you or your employees because then you're just going to have homogenized content that's generic and sounds robotic.

Ethan

Right? Neil Gamon wrote back in Sandman and in his first 10 episodes like tools are the subtlest of traps because we we take away our power and think the tool's going to be able to do it for us and the tool's supposed to assist us and not do the job a hammer can't build you a house.

Shawn

For sure.

Shawn

Yeah.

Shawn

Right? exactly.

Ethan

But can assist you and and hammer the nails and Shawn you this has probably really hits home for you and the other writers out in hollywood as you were addressing the ai provisions with the writer strikes of look the tools there. We're not saying completely ignore the fact that a tool that can help us exist. However, it. Does not and cannot replace us and doing so is going to create shit at the end of the day and so we got to find how do we use these tools as a way to assist us achieve our overall goals in a way that still keeps the human element and aligns with what rhythmly want? yeah.

Shawn

Um, yeah.

Shawn

Well yeah, yeah, um I mean I mean you know we were trying to avoid being undercut because that's the other problem with tools right? is is. There's always someone who tries think oh well can I use this tool to undercut someone else and and pay less or.

Adam Sinkus

Shift.

Shawn

Invest less and and at the end of the day you you still end up with the same result that Adam's talking about which is you cut yourself off at the knees because it's like you know, yeah sure I guess you could you know say come up with 20 good movie ideas and then you could hire someone pay them a little bit less to make those actually good. But at the end of the day you're starting with rot so there's only so much you know I mean it's though you can't put lipstick on a pig and call it anything other than a pig with lipstick on I mean let's be honest, you know.

Adam Sinkus

Just just just remember ah Ai is only as strong as the shittiest input that's put into it.

Shawn

Exactly and at the end of the day it is still programmed to by human beings Ai did not create and write itself ai does not get smarter on its own. It was not you know yet, but like our current Ai is not actually learning anything on its own people are teaching it stuff. So.

Adam Sinkus

Um, ah.

Shawn

You know this? It's still only as good as its teachers and and and only as good as its user, but you know this what we've done here you know is is you can't replicate because you need the the people you need the experience I think. Adam you're like a perfect example of like you have lived it and you have done it. So now you know what not to do and you have you know you've immersed yourself in it. You're not just randomly pulling from things that you've read online. You know you've got the lived experience so you know. This this was really fantastic because I think it gave me certainly a good sense of kind of where to start and what to like put my time and effort into and and kind of how to chip away at the mystery of like okay well so how do I get my thing out now to people.

Adam Sinkus

Absolute.

Shawn

Ethan from a legal standpoint before we wrap up is there is there anything that people need to know to avoid on the legal side of things when you know applying any of Adam's tips or or you know first trying to start marketing their their brand.

Ethan

Yeah, just let's let's piggyback off the last point and using ai ai is great. It's ah it's a great starting point for you to use something. But if you take an Ai generated image or Ai generated text. You don't know where this is being pulled from and if you use it. Just like you think that you find an image on Google and you use it for your social media thinking. It's out there. It's in the public domain. It's in the ether. No, you could be committing copyright in friendshipement and so if you are a brand saying hey I want to start using images for dungeons and dragons to be able to promote my games so I'm going to Google d and d. Or use an ai creator one you like you almost definitely don't own or have permission to use any of the images that you find online and if you're using Ai to create something even though Ai is new courts have come out to say ai can't give you. A copyright over the material because the ai is not an author and so you're not the owner you're risking infringing upon someone else's intellectual property. So again, it's not don't use the tools but you've got to be the human filter by within which these technologies pass through use your gut. Use your intuition or use experts in the field like Adam to be able to pass these strategies through and make sure that you've done your due diligence before you get out there or else you can find yourself in some legal trouble.

Shawn

Awesome! So Adam ah, how do people find you online. How do people you know is there a way for people to reach out to to you know, follow you on Linkedin get your services. Where's the best place to find you.

Adam Sinkus

Absolutely so you can just Google search Adam Cinki I have dominated like the first 8 pages between my podcast Linkedin websites you know all the like other podcasts as well. Um, but um.

Shawn

Nice.

Shawn

Oh.

Adam Sinkus

You can find me on Linkedin I am the one and only Adam Cynki on Linkedin um, and that's probably the best place to connect with me and you can also find ah find more out about what we do in marketing and business consulting at a purposepartnership.com

Shawn

Awesome and Ethan as always where can people go for legal advice or to you know, engage with your services as a social media attorney.

Ethan

Like comment share like comment. Yeah, the social media law cast for more tips and information on social media commentary. But if you really want to engage.

Shawn

Yeah.

Ethan

Okay I want to do one of 2 things you guys search for the social media law firm online. You can search for Ethan Wall or just go ahead and dominate and arouse by just googling George Clooney photos you know I start you know. Visit our social media and then just wash it clean with the beautiful Silver Fox that is George Clooney

Shawn

And as you know as always I will spend the week in between shows figuring out how I can also dominate and arouse in order to you know sell as many of these ah dungeons dragons modules that i. Created and you know I'm sure it was a good idea but I did preemptively have 20000 of them printed and so they're currently sitting in my garage I'm sure it won't be a problem I'm sure I'm gonna sell through them. They'll sell them like hotcakes. But this was great. Adam thank you so much for doing this as always. We'll see you next time.

Ethan

She.

Shawn

On another social media law cast Ethan I'll see you next week buddy but

Ethan

See you Shawn thanks Adam.

Adam Sinkus

Thanks so much.