How to Stand Out in the Age of AI | 955

Hey now, welcome to the Inside BS Show. Today is Monday, January 5th. I am Dave Lorenzo, I'm the Godfather of Growth, and this show is all about the role of AI in content development as it relates to attracting new clients. I am not going to mince words.

The role of AI is expanding by the day in all sorts of content development. And to the extent that you know how to use AI as something other than a glorified Google search, you're going to be able to win big time because large language models are very good at developing and structuring content. The content should not lose your voice and it should still be relatable to the people who are consuming it. And today I told you that I was going to share with you the research methodology we're using to develop the book, The High Net Worth Advisor.

And the reason that that research is so important is because it's unique. And the research findings are going to be the basis for the conclusions we draw in the book. So the guidance that you're getting from me comes from actual people who are working with actual high net worth clients. I will share with you our research methodology and then I'll share with you how I'm using the research in the book.

And this is instructive for you for a couple of reasons. The first reason is, if you're looking to develop relationships with affluent clients, with high net worth clients, you're going to be able to use the research that I provide in the book to do that. I'm also going to create a plan for you and give you the opportunity to customize that plan. You can customize it yourself.

And I'm putting all of this in the book, but I'm doing it based on this unique research. So AI doesn't have the ability to do the research that I'm doing because it didn't come up with the methodology and it's not actually, this is unique. What I'm doing is unique. It's not something that comes from an internet search.

I'm writing this book to provide a step-by-step guide to help you turn relationships with clients into repeatable revenue, lifetime revenue. So you can take the book, The High Net Worth Advisor, and you can use it to develop repeatable revenue for your business for the rest of your life. You can use this book as your guide. It's your roadmap.

It's your GPS to creating repeatable revenue by developing relationships. Now, if you use it to target high net worth clients, like I am highlighting in the book, that's great, but you can also use it to target business owners. You can use it to target middle market companies. You can use it to target dog walkers if you want.

The principles are the same. So that was my goal in writing this book, was to create a template for financial advisors, estate planning attorneys, consultants, business strategy professionals who want to work with family offices and affluent clients. This is the framework for you to attract these people as clients. I started this process by interviewing dozens of people.

And the first 35 interviews I did were with everyday financial advisors, were with business strategy consultants, were with attorneys, were with family office managers. But most of the people that I interviewed were average professionals. And that laid the framework for how they develop their relationships. Then when I said to them, how do you connect with the people who are the most valuable to you?

They put me on to a few qualities that were very specific. I then decided to pivot to work with people who work with the affluent, people who work with high net worth clients, family offices. And I asked those professionals a series of questions. And I asked all of those professionals for names and referrals.

So over the course of several months, I did more than 200 interviews. And the 200 interviews skewed very heavily toward practitioners who work with affluent clients. I also had a contrast group of people who work with just normal clients, people who work with great, hardworking, everyday clients. And we looked at the behaviors that the people who worked with affluent clients had.

And we contrasted them with the work and the behaviors of the people who worked with the day-to-day clients. And we were able to distill this whole process down to seven specific behaviors right now that we've identified that the high net worth advisors, the advisors who work with the affluent, have in greater strength than the people who work with the day-to-day clients. Now that I have those behaviors, I've created a quantitative survey. So a numeric survey, it's a psychometric survey that measures the strength of these behaviors in everyone who takes the survey.

The survey is 35 questions plus the identifying information at the front. And everyone who takes the survey will tell us what percentage of people they work with have investable assets over $5 million, what percentage of people they work with are business owners who are doing more than $20 million in annual revenue. We are now going to measure in a quantitative way the strength of these behaviors in the group of people that work with high net worth folks and compare it to the people who work with just everyday clients.

Think of the value of this. We are providing you with a step-by-step guide to attract high net worth clients. And we're providing you with specific examples given to us by people who look and sound just like you, who are doing the things that we are teaching you to do, and they're getting the results that you want to get. This is as focused and as practical as we can possibly be.

What does this mean for you and your business? We're in the age of AI now. You could put in a prompt that would say, write me a 50,000-word book on how to attract high net worth clients, and it will spit out probably the 50,000-word book for you. What it won't have is these real-life case studies, which are supported by real-life people.

And you're going to hear those interviews here on the Inside B.S. Show. By the way, I'm going to share as many of the interviews as I have permission to share on the Inside B.

S. Show with you, and we're going to continue to interview people even after the book is published. But those interviews are with real people, so you're learning at the feet of the masters. And then it's supported by research that is 10 times greater than the interviews.

So we've done 200 some odd interviews. By the time the book comes out, over 2,000 people will have gone through the survey, will have truly robust data that will give you a path to developing high net worth clients. This is the definitive work on how to connect with high net worth clients. So if you're writing a book or you're teaching something, anything, do unique research.

Even if you do five interviews, that's five more interviews than a large language model has done. So your unique research can inform the things that you teach. That's where AI cannot compete. And this is why unique research is always going to be valuable.

The research that you can do talking to people and then publishing with their permission, the byproduct of that conversation is always going to be more valuable than stuff that spewed out from a large language model. So your takeaway today. Is if you're looking to create unique content, do unique research, interview people, conduct a survey, and then report out on the value that you've received from those interviews, from those surveys. That makes you different.

It makes you unique. And it makes you an authority. Depending on the size of your study, you can command true thought leadership because you've done unique research. Incredibly valuable.

And everyone is capable of doing this. And this is how you stand out in the age of artificial intelligence. I'm Dave Lorenzo. This is the Inside BS show.

Today's show is all about how to stand out in the age of AI. Thank you for joining us. We'll be back here again tomorrow with another show. Make sure you join us on Instagram.

Make sure you join us on Spotify, wherever you get your podcasts, you can get the audio. We'll see you back here again tomorrow.