- Duration: 30 min
- Platform: meet
- Source: Read.ai 01KR1Y89XMFXZ42EQQEZW15G4W (https://app.read.ai/analytics/meetings/01KR1Y89XMFXZ42EQQEZW15G4W)
Transcript
[Emma Sivess]: Hey guys, just one of you. Hello. [Michael Houck]: Hey. Yeah. I told Ben to sit this one out cause he’s got a ton going on today and he’s going out of office next week for a couple of days. So I wanted him to get some stuff done, but I think, uh, I think you and me can handle it, right? [Emma Sivess]: A hundred percent. We can excuse my camera off. It’s eight 30 here. And to be honest, I’ve had it. Do you, I mean, you probably don’t, I feel like you always look very good, but I have like cave trail working days. So it’s like, don’t shout. Nothing else. [Michael Houck]: My equivalent of that is when I’m on the treadmill for like two hours during calls. [UNKNOWN_SPEAKER]: I like that. [Michael Houck]: I’ll go camera off too. [UNKNOWN_SPEAKER]: Cool. [Michael Houck]: Well, um, I’ve, I’ve been excited for this cause I think there’s a lot that we can do. Um, and I mean, you, you already have a jump on some of it with like building that onboarding flow, which is the intake flow, which is awesome. [Emma Sivess]: Having a great time, honestly. I mean, if you’re interested, I’ll show you what I’ve built. We’re gonna be using some of that stack for Megaphone. I’m not sure how you feel about this, but we could also attach, I can’t remember if you are, but if you buy a different domain for law, we can brand and attach that fully. But what’s coming together really well is reporting. But also what’s really interesting is full conversion data. So about 60% of my trials have worked, but I think there’s workarounds for everyone really. I’ve been able to directly attribute leads and in some cases, conversion, depending on the stack they set up, way more easily, which is, you know, it’s honestly impossible to turn. If you can see you’ve made X amount of leads, which, you know, in your meta ads or whatever else you’re paying X amount per lead, like it’s just much easier to retain people. So there’s a lot coming together there internally for the team, but also client facing stuff that’s going to really help our growth for sure. [Michael Houck]: That’s awesome. Yeah. I mean, it could be, it could be cool to explore that. We did buy a domain for lore, um, and going to be setting up, uh, an LLC for it. Um, pretty soon, maybe like as soon as next week we’ll see. Um, But first we just gotta get a landing page up. So my designer is on a different task for the next week that’s pretty time sensitive. But then the following week, which is the week of the 18th, this is gonna be what they’re working on. So by the 22nd, that Friday, my goal is to have something that we can start setting up and hopefully get live and start, you know, running people through before the end of the month. So, and then we’ll really be, we’ll really be pumping. [Emma Sivess]: Love that. Yeah. Brilliant stuff. [Michael Houck]: So yeah, so that’s on my mind. And then the other things that are on my mind are, what is going on with my, why is it popping up in front of what I’m trying to read? The other things on my mind are the skill pack, and we can talk through that. And I think that as we get closer to that landing page, let me actually write this down for myself. I’m gonna have, I’m gonna have, maybe I’ll just do it, take like a first pass at copy for the landing page. Page, but you’re going to know what moves the needle here better than I do. So I would love to run that by you. [Emma Sivess]: Absolutely, of course. [Michael Houck]: Because that would be, that’d be so good to have. And as we think about the brand, but yeah, I think skill pack, and then we can just talk about like, I don’t know, I can give a little update too, because we keep like, I was going to start running meta ads to like a, just like a little card landing page that I set up, but then kind of the inspo hit that, hey, this can be a bigger thing and we want to brand it and want it to be its own thing. So now I’m like, yes, all full steam ahead, like seems amazing. But the problem is it’s like pushing back when we’re redirecting our ad traffic to this. So I’m like kind of annoyed about that, but in tandem with getting this live, we will be starting run ad traffic through like the lead magnet slash front end offer slash back end offer funnel here. [Emma Sivess]: Nice, love that. [Michael Houck]: So just want to give you a heads up because I know I’ve mentioned the ads a few times and we keep having to push it back, but I just don’t want to run the ads if like it’s going to be towards something that’s not going to convert as well as like its own branded thing will be, you know. [Emma Sivess]: No, a hundred percent. Yeah, we’ve done similar things on our end too. We keep, you know, where we can like track so much much more now and actually make better claims. It’s on our end, it’s also pushing things back with us for the same reason. We still have all of our ads live, like from old creatives that we’ve filmed and made. But yeah, in terms of like new offer, full force is a really similar situation where we’re like, oh fuck, this changes the game completely. This is the hook, like this is a huge reason to now. So yeah, I’m with you. [Michael Houck]: One other thing would be, I think we did one of these before, but I think in tandem with the new brand, it would be cool to, obviously, we’re going to put out a big launch announcement in the newsletter. It would be cool to have you speak to that for part of it. And I’ll get Dan, who’s our Reddit guy, to speak to his part for part of it. And I think it would just be good to talk about where things are going, you know, like a thought piece kind of Um, so we can, we can map that out for later this month or beginning next month, depending on the landing page, like when it gets live. [Emma Sivess]: Yeah. Perfect. That sounds really good. I think as well, um, it would be good to have different hooks on that. So I’m more than happy to join sales calls too. Um, I don’t know the best way to roll it, having it all in one newsletter makes sense as well. But if we wanted to do like a three parter, um, and one focusing on my narrative. And it could be in the main one as well. I’m just thinking of too many CTAs being muddled. But wherever it fits, definitely push people to just book a call with them. I would be absolutely fine too. That would be cool. Cool. [Michael Houck]: OK. Sounds good. Let’s kind of let that develop then as it gets closer. But I’m aligned. I think then the biggest unknowns are two things. One is we have the AI search readiness checklist lead magnet from when we set that up at this point a few months ago. I think that’s killer. I think that’s really good. Is there anything, oh, is that like a bot or something that’s trying to join here? Oh, my bot left and now it’s coming back. I don’t know why it does that. [UNKNOWN_SPEAKER]: Excuse me. [Michael Houck]: And I think that’ll perform. So the first thought is, do we need anything else there? Should we just focus on that? I don’t know. And then the second thought would be the sort of front end offer. We’re talking about these skill packs. Do we like that? Do we think that like a site audit is something we should offer somehow as well? Like we AB test a little bit. My guess is that the instant gratification will win out, but I don’t know that for a fact. So, and if so, So if we do want to go with the skill pack, like what, which ones are actually going to move the needle? You highlighted a couple, which is good. I think we want to highlight like six to 10 that we can build. So yeah, let’s, let’s start with either of those. [Emma Sivess]: Yeah. I mean, so front end offer wise, it’s something that with what we’re building at the moment, we can use, so we’re using, I’ve gave you my stack, but it’s called code essentially, and it’s pushed by a railway and stored in super base. Of different security layers on top of that too. But a really cool thing is making slightly more dynamic sites. So front-end offer, I quite like, I know it’s not quite so instant, I think it would take a few hours minimum to crawl, but I think we could do a deeper analysis, but attach it to some of the skill packs, still front-end, still free at that point. So it’s not the top tier paid offer, but it’s to get people through the door. I would contact gate, allow them to put their URL in and then attach one of those skills to it, or maybe even a couple. A really easy one would be to crawl that I’m thinking with what I’ve already set up so I could do this for you, especially if we wanted to attach, I would take a subdomain of the law URL. I would create it via subdomain, but we could contact gate that and then essentially just have people plug in their email phone and URL and then email them, um, or, or create a live URL. Actually, it’s more sexy. We can control the design there, there, um, but of the skill pack. So that could be an analysis of, um, I may know quite a lot of the skill packs, to be honest, the query hunter angle, uh, is a really good one. So we can crawl top topics. So something we’re doing at the moment with new clients is as part of our pre crawl, um, which is human validated, but honestly, all of the validations I’ve done has just been a tick. Yes, that’s accurate. It talks about industry service or products that they’re offering, the key CTAs, in priority order, so anything service-related tends to be form, phone, then email. If it’s products, we’ve just put the tag to prioritise higher-priced products, but obviously clients will let us know on our calls there what their priorities actually are. If it’s multiple services, then we would just evenly stake that, unless they told us differently, but crawling everything that matters to them, basically, and the industry would be, I could set that up to nine, we would definitely play with design, but the actual functionality could be done tonight. And then if we have that, that would be a really easy zap to query hunter, trend hunter in the industry. And to be honest, also the gap altogether. I think that would be a really nice one that’s totally automatable, home onsite, contact gated. We could also have, if they get emailed the URL, which is unique to them for that audit, then we can also put a little tracker on there on open rates and view rates and time, which would be really interesting because we can then determine how warm they are as a lead as well. If they’ve opened it a couple of times, maybe shared it around. We’ve got different IPs on that site. And, you know, in total, they’ve spent 10 minutes on it. That’s a really warm lead to chase heavily rather than someone that’s maybe filled in and never come back. So, yeah, I kind of think I wouldn’t gate too much of it right now behind a payment wall. I think all of that could be really easy to set up in such a nice hook, you know, a full analysis of what your site’s missing, what competitors are doing better, and then the gaps, this is what you need to do. And the beauty is most teams won’t know what to do with that information. That’s great information to have, but what now? And I think that would actually lead a really nice chunk through, especially with that on their usage of our site, lead a nice chunk through to a sales call to talk it through with a human, talk it through with Emma, kind of thing. [Michael Houck]: Yeah, the lead, sorry, the funnel there is super clear. So I do think it’ll make upsells really easy if we’re identifying, hey, here are the problems, then that means we know the problems and it means that we can offer a solution to it that they’ll be more likely to buy. So I’m fully bonded on that. I think that sounds great. [Emma Sivess]: Yeah, I think that’s a really good idea. I think we should start there, to be honest. I don’t think that would take long to set up. I mean, what I could do is build it out, show you what I’ve built. We could trial it. And then when we’re happy, we can just attach that subdomain. And I don’t need access to your domain stuff. I just need you to do the CNAME and something else for the subdomain part. And then I can just roll it from there and give you admin access so you can share that data. I think that would be cool. [Michael Houck]: Cool. Yes. Let me know what you need for me, like, um, to get started and I can set that up on the DNS. That’s easy. [Emma Sivess]: Yeah. I really like that. Um, in terms of the ads you’re planning to roll, are they mainly illustrations? Are you talking through it? What are the ads actually like, [Michael Houck]: Oh, it’s, it’s like, it’s like, um, they vary. Some of them are like me, me, some of them are like, uh, things written down. Some of them are video ads with like creators. With the ad team we work with, they work with a lot of big newsletters. And so they like understand what works to get high quality leads specifically for creator led like businesses through newsletters. That’s like their niche. So they just see a lot of the top formats and new formats and they try to apply them to our niche. [Emma Sivess]: Yeah. Love that. Okay. Yeah, I mean, you know far more about that stuff than me. From my end, what’s always converted the most, and we’ve done a whole bunch of different types of graphics and different creators, but, you know, Sam Thompson, it’s just been him basically talking to his phone, but, you know, going through the hooks that we’ve given him, that’s had a really, really nice conversion rate, and you are brilliant. I wonder if we could sprinkle some more of that in as well. It might honestly also be worth what I’d like to say send the videos to you and your team, because I’m not the editor, I’m not the creative, I am the data person. But if I’m going to be taking some of these calls, it might be worth me being on some of those ads as well, if you think. The one slight potential barrier, which I haven’t found yet, but I know it would happen the other way around, is my accent. Some people like to feel like they’re working with people closer to home, but something I have found is Americans trust English more than English people trust Americans. It is something to note though, sometimes feeling like, you know, that someone down the road, or at least in your country, can convert a little bit better. But yeah, really perform for us those sorts of ads. [Michael Houck]: I do like the idea of like, hey, I’m the person you’re going to actually be talking to, you know, I think there’s something to that. I would just say, let’s go get it off the ground first, and then if we’re seeing, like, A, if we’re seeing issues with conversion, but also B, just to improve it, we can set some of those up. [Emma Sivess]: Yeah, I’m with you. Okay. Well, in terms of ease to get off the ground, I would give myself one week to get that all ready. So that would be the queries, trends and gaps. I won’t, I’ll just to make sure it’s live and works, I’ll just do that all under the stuff I’ve already built. But then when we’re happy with it, I’ll make sure it’s under your domain. And there’s obviously no Unlimited content overlap there. Um, but we should be able to roll with that really soon, to be honest. So I feel good about that. I know, I totally understand the free phase, the front end loads here offer phase, and then obviously selling people through into us. I kind of think for ease of right now, because we can automate a lot of that, we should just go for a lot of value on that free tier and then people on a call. And get people straight into our actual author. I think that makes sense. [Michael Houck]: It totally makes sense. I’m on the exact same page. I want to just overwhelm them with them trusting us. You know what I mean? I want them to be like, oh, these guys really know their stuff. They’re willing to give away this much for free. Wow. What is behind the curtain? You know, that’s the vibe I want them to have. [Emma Sivess]: Yeah. I’d like to add like the analytic side of it, too, because we might find if people are looking a lot at what we’ve built for them and haven’t yet booked a call, that warrants a bit of extra effort. So sending a quick Loom video, you know, things like that through to them that can help them kind of get pushed over the edge. So it’d be good to have that slide on the background so we know who to focus on the most, but yeah, we can set that up easy. That’d be good. [Michael Houck]: Okay, cool. Look, as we go through this over the next, let’s say few weeks to a month max, just keep flagging things like this. Like I think you’ve said like five things on this call that I’m just like, yes, we should do that. Like I’ve written them down, I know Dacre’s in here and everything, but like, let’s keep it close between the two of us, because I’m sure more things will come up that like, you know, specifically with this type of offer will do well, like best practices for getting people to build trust in this niche. So let’s do that. I think when we do launch, it’s going to be, we can make it hopefully a pretty big deal. And so I want to make sure that we’re ready for that on our end too. [Emma Sivess]: Yeah, I love that. Let’s do it. Okay, cool. I’ll get working on that. Maybe if you’re available kind of Thursday, Friday next week, we can jump on a call and I’ll show you what I’ve built. Also, if we have that meeting booked in, that means I have to do it. [Michael Houck]: Yeah, let’s do, I currently have zero meetings that Thursday. So let’s do it Thursday, that’d be great. [Emma Sivess]: Yeah, anytime on Thursday is good for me. Yeah, I’ll get it good from a functionality point of view. So it can give us what we need that I believe will be useful, valuable and worth pushing ads to. And then when we’re happy with it, I’d like to loop in with your designer. Tweaks on design via prompts are actually working really well for us. I’m really happy with them. Something that’s really helped is being able to input other sites with the design we like and then using that almost as a wireframe, but also actual feedback from a site designer would be useful. So when we get to that bridge, if you can get me in touch with, you know, who will be doing that, then that will help us just make sure it’s the sexiest page as well, because that bit is definitely not my strongest point. [Michael Houck]: Cool. Yeah. Design is not my strongest point by a long shot. So we’ll, loop them in. And yeah, I’m sure I’m sure that’ll be fine. Awesome. I love it. [Emma Sivess]: Okay, cool. Yeah, I’ll get working over that on the next week ready to show you walk through it on Thursday. I think that’s a really good place to start, to be honest. And I think that’s something we can immediately push. But is there anything else on your mind that would be useful to chat through or implement, or kind of just think about for as we’re building things we might do in the future? [Michael Houck]: No, I don’t think so right now. Um, I’m going to follow up with Ben. He might have some thoughts about like implementation. Um, because I, like basically what we’re setting up across the business right now, uh, is, you know, some of these agents within our, like we, we were very bullish on the Slack agent format, like the employee quote unquote. So, um, I don’t know. I mean, we talked a little bit about this before, but he might have some thoughts about like, okay, where should those sit and where can they help? [Emma Sivess]: That’s true. Okay. Yeah. Well, what I’ll do is build out fully on my end and then with what I’m building out it’ll be really easy to just ask. I’m using claw code for most things so to just ask for a step-by-step everything that needs to be built to give to another AI agent and that so far has worked pretty well with transferring it to another so as long as it’s built and like it makes sense to do then I think it would be easy to transfer elsewhere. I won’t let Ben be my blocker but I think that’s a really good point so as long as we have that fallback of being able to transfer for it, then it means the doors are open for his preferences too. [Michael Houck]: Cool. Um, and next Thursday is Ben’s last day in the office until he’s, um, he’s getting, uh, it’s like, uh, like, uh, like, um, they’re getting married and they’re doing honeymoon. Uh, so he is out starting about Friday for like a little bit. Um, so I want, I, the fact that we’re meeting on Thursday is really good. Cause I can add him to that call and just have his sort of voice in the room for that. And he’ll, he’ll have some thoughts. [Emma Sivess]: A hundred percent. Yeah. And if it’s the case, if he’s out for a while, but we can get ads ready, then we could always get ads ready on what I’ve built to then transfer. Yeah. [Michael Houck]: And it might be the case that it doesn’t actually make sense to build anything else initially for this too. Like it might be the case that that’s, that’s what we want to go to market with essentially. So we’ll, we’ll see how it goes. Uh, but I just want to get his POV cause he knows more about, um, that stuff than I do. [Emma Sivess]: Yeah, no, I’m totally with you. Okay, cool. I’ll get cracking on that then. And we’ll run through it together on Thursday. But yeah, I’m excited. I feel like this is gonna roll well. [Michael Houck]: Yeah, I feel like we’re moving towards something very exciting here. And now it’s just like, we have the momentum. Let’s let’s get it to the launch. Basically. That’s how I feel. You know? [Emma Sivess]: Absolutely. Yep. I’m with you. [Michael Houck]: All right, Emma. Have a good one. Take care. [Emma Sivess]: You too. I’ll see you soon.