How Do You Write Content That Doesn't Sound Biased? [Endless Customers Podcast Ep. 151]

This transcript has been generated by AI and not checked for accuracy. 

[01:00:00:00 - 01:00:21:04]

Brett Ingram

Yeah, so I work with a lot of content creators, a lot of companies and everybody understands the importance of having content. The problem is when people go to create content, what they typically do is they start off with the right idea and eventually they turn it into a sales pitch because they can't help but talk about how great their company is.

[01:00:23:10 - 01:01:05:17]

Stephanie Baiocchi

You're listening to the Endless Customers podcast, brought to you by the team at IMPACT. Endless Customers is the proven system to become the most known and trusted brand in your market. If you want to learn the principles of Endless Customers and how you can implement them in your business, pick up a copy of Endless Customers, a national bestseller, wherever books are sold. Ready to start implementing Endless Customers in your business? Talk to IMPACT about how our coaching program can help you implement Endless Customers to success. If you want to experience Endless Customers in person, don't miss our upcoming event, Endless Customers Live in Hartford, Connecticut, October 5th through the 7th, 2026. Registration is now open. Now, onto the show. Here's your host, Bob Ruffolo.

[01:01:05:17 - 01:01:10:12]

Bob Ruffolo

with their content.

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Bob Ruffolo

helpful. They think they're educating the buyer. They think they're building trust. But to the buyer, the content still sounds biased, like a sales pitch dressed up as education instead of helping the buyer actually make a confident decision. And buyers today, they spot that fast. The moment they feel like you're hiding something, spinning the truth, or only telling part of the story that makes your company look good, trust starts to break.

[01:01:33:19 - 01:01:50:06]

Bob Ruffolo

Joining me today is Brett Ingram, an Endless Customer's Coach here at IMPACT, who works directly with companies on this exact challenge. Brett sees where companies accidentally sound biased, why their content loses credibility, and what needs to change in order so it can feel more honest, objective, and useful to the buyer.

[01:01:50:06 - 01:01:53:05]

Bob Ruffolo

Brett, welcome to the show. I can't believe it's your first time on.

[01:01:53:05 - 01:01:56:20]

Brett Ingram

Thanks so much. Yeah. Yeah, it's awesome to be here.

[01:01:56:20 - 01:01:59:15]

Bob Ruffolo

Brett, so Brett, you've been on the team now for how long?

[01:01:59:15 - 01:02:01:05]

Brett Ingram

A little over six months.

[01:02:01:05 - 01:02:11:08]

Bob Ruffolo

A little over six months. We were so glad you're on the team. You brought so much to this company and to our clients and it's just a short time you've been here. So for those of you that don't know, Brett is just an incredible, incredible coach.

[01:02:12:08 - 01:02:19:19]

Bob Ruffolo

We recruited him and you spoke at Endless Customers Live. You absolutely slayed at the conference. So I'm excited to have you on the episode tonight.

[01:02:19:19 - 01:02:21:00]

Brett Ingram

I'm excited to be here.

[01:02:21:00 - 01:02:45:02]

Bob Ruffolo

We had a great topic. This is something I know you've been working a lot with with clients even right off the bat. So what we've got problems you've been noticing is biased content. And obviously with everybody, we're doing Endless Customers and before that, they ask you the answer, how do we create content that doesn't sound biased? So obviously that's one of the first things we're gonna start today. So what are you seeing with the companies that you've been working with in terms of creating content and the issues that they're having?

[01:02:45:02 - 01:03:48:00]

Brett Ingram

Yeah, so I work with a lot of content creators, a lot of companies and everybody understands the importance of having content. The problem is when people go to create content, what they typically do is they start off with the right idea and eventually they turn it into a sales pitch because they can't help but talk about how great their company is. And they do it in words that are subjective. So they're using all these platitudes and all these things that they wanna use in promotion and advertisement. But when you put that in content, it rings hollow because it sounds like an advertisement. So I think the way for people to get around that and what they really need to do is focus on the objectivity, focus on the facts, focus on the things that actually make them better as opposed to telling people that they're better. The sort of subtle difference is it's part art and part science. Part of it is you wanna be able to show people and get them to come to the conclusion that you're the best option for them without telling them that you're the best option for them.

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Bob Ruffolo

give me an example of what that might look like.

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Brett Ingram

So I can say to you, Bob, we have the best customer service.

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Brett Ingram

We're gonna take care of you. You gotta come and we're gonna give you the best experience you can have. And that doesn't really mean anything because everybody says that. If I said to you instead, Bob, we have 32 years combined experience on our service team. We have an average 4.9 review rating across Yelp and Google with over 2,000 reviews. Our response time for tickets is 67 minutes and our ability to resolve complaints and issues is under three hours. That is teeth. It's real, it's factual. Now you can-- We have to

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Bob Ruffolo

review, we gotta back up the data.

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Brett Ingram

You could put yourself in that position. You could say, jeez, if I was a client, that means if I have an issue, they're gonna take care of me. Instead of me telling you, don't worry, we'll take care of you and you need to trust that.

[01:04:43:07 - 01:05:07:10]

Bob Ruffolo

Makes a lot of sense. So how are you coaching your clients right now to overcome this? So that was a good example, but I have to mention, this is still a challenge for people. And that bias out, and I've watched at our conferences, Marcus would do this activity with people. It's like, do an example, how would you say this? They say it, and they're like, it still sounds bias. And Marcus is like, oh, my BS meter's going up. And so how specifically are you getting this

[01:05:08:14 - 01:05:13:02]

Bob Ruffolo

need to feel bias or just this ability to not sound bias? How do you get it out of people?

[01:05:13:02 - 01:06:08:20]

Brett Ingram

I think there's a few different ways to do it. One is you have to ask yourself, is what I'm sharing factual? Is what I'm saying, could anybody else say what I'm saying? So if what you say were the best, were the greatest, if it's subjective, if it's an adjective or it's something that doesn't have itself rooted in a factual number, statistics, something that could be proven, then it's probably gonna sound biased. As soon as you start comparing things with the way that you're speaking, you're also sort of leaning into bias. So there's a couple of ways that you can get around this. One is focus on all the things that you have that you can draw from that are factual, from the things that you're talking about. You can also reference other people and you can say, hey, take a look at this, right? Does this sound like it's a sales pitch? Does it sound like something that

[01:06:10:15 - 01:07:03:22]

Brett Ingram

is giving you factual information about who we are and what we do? Or does it sound like I'm trying to sell you on something? Because people inherently love to buy, but they don't love to be sold. So if we try to tell people something, they pull back. Yeah, good resistance. If we give them the facts and lead them to that conclusion, and this is the art and the science part, we want them to come to the conclusion we're the best solution for them. But we need them to come to the conclusion instead of us telling them that conclusion. And the way we do that is we present the case through the information that we provide. When it's based in fact, it brings people in. They say, I feel educated, I feel better about what I'm learning. When we start talking about best and better and all these other words that are more subjective in nature, that's where we start to lose people, start to pull back and realize, hey, I'm being pitched here.

[01:07:05:04 - 01:07:28:04]

Bob Ruffolo

Now, one of the things that we were talking about before is like before and afters. You have a great example of like, all right, so I was wearing this client, this is what I first sounded like. And you got a great example before where you started backing up with data at every point you were making. But you have a great client example so you were working with us. Here we were before we made these very specific adjustments and here's what we got after and then have that paid off.

[01:07:28:04 - 01:08:19:05]

Brett Ingram

So yeah, there's actually a number of examples. I think the biggest thing is when I review the content, I'll always see these kinds of things in there. Yes, and then they'll go back and they'll make the adjustments to it and then it sounds objective. And so specifically, we had a client where they were publishing content and they're in an asset management field. And so what happened was they were putting content out there and they're trying to put that in a place where their prospects are gonna see it, feel like, hey, we know you, we understand you and we're gonna come and do business with you. But they weren't getting a lot of traction with it. After reworking some content and making it all objective and statistical and adding all the things that they needed to do to make it

[01:08:20:17 - 01:09:00:18]

Brett Ingram

content that was educational in nature, they were able to generate client visits and one particular client call, the owner confided in me, he set up the call, got on the phone call with the person and said, what questions can I answer for you? In a typical sales fashion, that's what you'd expect. I'm a salesperson, I'm on the phone, I'm now gonna need to work through whatever objections or questions the person has. And the guy said, none, you gave me everything I needed. I knew coming into the call because of the content that you created and that I went through. And I think that's the power of what happens when we do it the right way.

[01:09:00:18 - 01:09:04:20]

Bob Ruffolo

Yeah, and that's the whole systems all around. This is what endless customers is,

[01:09:05:22 - 01:10:02:18]

Bob Ruffolo

if the content sounded biased, there's a very good chance that conversation never happens, because somebody might go to that page, maybe just happen to land out from search from AI, whatever it is, they read it and they start rolling their eyes. There's another copy just being self-promotional and hit the back button. But because the content was less biased and more helping them make a buying decision, is this right for you? Be very truthful, very natural based, being objective and helping them see that everything that you would have in a sales conversation, if you had a really, really good sales rep that was building a relationship and trustworthy and helping nurture the person through, it makes them feel safer all the way through. And that's basically the experience they had. So we talked about 80% of the buying process being done before you ever get into that sales conversation. Here's an example of something probably 1995, because the content is a good job by taking the price. That's what you're seeing.

[01:10:02:18 - 01:10:47:22]

Brett Ingram

Absolutely. And I think the fear that companies have about being objective, even if they have the skill to do it, is they're afraid, but if I share all this information, how do I know they're not gonna go to my competitor? Well, first off, we have to realize that we aren't the right fit for every prospect. We're the right fit for our prospects. So we want more qualified people coming in, not just more people. Why do you wanna waste your sales team's time on prospects that aren't the right fit? Generally, they cost you more and make you less anyway. So you wanna get the right prospects in the door. When you share the right information, you'll lose the unqualified prospects to your competition, but you should.

[01:10:47:22 - 01:11:00:08]

Bob Ruffolo

Yeah, you have customers and bad review risks and all that stuff anyways, right? Because you weren't a really good fit for them. You probably want, so your customers, you probably want the revenue, but it's just gonna be more headaches and problems down the road anyways.

[01:11:00:08 - 01:12:12:21]

Brett Ingram

Yeah, so it's covered all that out. And when you try to be everything to everybody, you're nothing to nobody because there's a specialist in every field, right? And so you need to specialize for the customers that you're able to get. And I think that that's a really powerful point. I think the other thing that's really important, and I try to educate people on is, find the criteria where you win. If I ask you as a business owner, "Bob, why should I do business with you?" If you can't answer that, you have a more fundamental problem. That problem is you haven't defined what it is that makes your service, your product, your company better than the competition. It's gonna be hard to educate people because you aren't educated yourself. Once you've made that distinction and you understand it for who you are, what you guys do best, then from there, you can say, "All right, these are the areas we win on. If I'm gonna compare myself, my company, to the competitors, I'm gonna do that in a way where now it's gonna look like, yes, it's objective, but also we win. We're the logical choice, and I don't need to brag about it and tell you that. You're gonna come to that conclusion by going through my content."

[01:12:12:21 - 01:12:17:17]

Bob Ruffolo

No, have you ever read the book called "Uncommon Service"? Have you ever even talked about this ahead of time? Have you ever read the book?

[01:12:17:17 - 01:12:19:22]

Brett Ingram

No, no, I haven't. What are you talking about? No, I haven't read it.

[01:12:19:22 - 01:12:23:08]

Bob Ruffolo

One of my favorite books about business strategy, marketing strategy.

[01:12:24:09 - 01:13:04:23]

Bob Ruffolo

The whole idea is, and there's a few different things in the book I'll reference here. They show a Venn diagram of three different things. One is quality, one is speed, and one is price. And that book makes the argument you can't possibly be the best at all for it. You can't say we're the fastest, we can't say we're the best quality and the best price. You're lying as you are. You can be really good at two of them, but you can't sacrifice one of them. I know for many of the people in this audience, in this customer's community, they are great-run businesses, great operations. They hang well, good people, know what they're doing, experts, and a lot of them sacrifice price. They'd be high quality and they're the best customer experience, and that often means speed, right?

[01:13:05:23 - 01:14:14:03]

Bob Ruffolo

And so that speaks a lot to what you were just saying, but the other part of the book I love is they say, take all the attributes of everything that matters to a customer, and basically rank them. And you're gonna be at the top of, you're gonna take the top three things, and that's where you're gonna go all in on with your marketing. Say, we are great at this. If you're looking for this, that's not us. We made the strategic decision to actually be the worst at this, to be the best at these things up here. Southwest Airlines is one of the historical great examples. It's low fares, lots of fun, and I don't know if it's the third one, they're too, right? And they've changed that model a little bit recently as they're trying to now be a little more American and Delta Airlines. But they used to be like, no frills, that was the other one, no frills, low fares, lots of fun. They went all in on that. No first class, they didn't have a seating system because that just cost money that they didn't want to do. So to keep the fares low, they lined people up like cattle at the airport, but people didn't care because that's that, if you didn't like that, you didn't want the lowest fare, you weren't their customer. So that's the whole idea here. So on common service, I know I run a little bit of a scramble there, but I backed up on what you were just saying.

[01:14:14:03 - 01:15:35:18]

Brett Ingram

I fully agree. I think, you know, as an example, and I think that this is, helps bring it home a little bit. So let's say that I have a product and you have a product and you beat me on price. Well, as somebody who's trying to educate my buyer, if I try to hide the idea of, let's not talk about price because we lose there, the customer is going to figure out price anyway, because that's going to be one of the first things that they look at. So what I need to do is find those areas where I win. I have a better lifetime value to the customer than you do. That's the area that the average customer isn't going to see upfront. But my job as the business owner is to create the content that educates people to help them understand that. When they see that, yes, you can spend less with Bob, but you're going to get more from Brett. The fact is now I've stacked the deck in my favor and I've done it without needing to shout from the rooftops, without needing to pound my chest about how great we are. I just laid out the facts, but I did it in a way that made me look really good because I focused on the factors where I win. And when I do that, that's how I win customers. That's how I educate. That's how I get better qualified prospects and a shorter sales cycle. And we talked about bias.

[01:15:35:18 - 01:15:57:07]

Bob Ruffolo

It's also acknowledging that we are not the best of these things and that's what you really want. There's other companies that we'd be happy to recommend them, which also lowers the barrier. It makes you sound like, hey, listen, we're just really here to help our customers to do the right thing. That's great. You know, one of the questions that we had here was, is it ever okay to be biased in your content?

[01:15:59:07 - 01:16:01:22]

Brett Ingram

I mean, if you're running-- Can you find a use case for that?

[01:16:03:11 - 01:16:10:01]

Brett Ingram

If you're running advertisements, I mean, it is if you're legitimately better, but again, I think you need to

[01:16:11:02 - 01:16:43:04]

Brett Ingram

be biased in a way where it's fine to be, look, you wanna have pride. You wanna be excited about what you offer. So I think being emotional about that and being prideful and having confidence in what you do is super important. I also think you just wanna be careful that you don't drift into the area where it sounds promotional because everyone's had the experience of, the guy knocks on the door and you open the door. And if he's standing there with a product and you know he's there to sell you, whether it's

[01:16:44:07 - 01:17:49:04]

Brett Ingram

in the old school days, encyclopedias are a vacuum cleaner, boom, you're gonna slam the door because you don't wanna be sold. Then if the guy comes to the door and he starts asking you questions, telling you jokes, all of a sudden, your defenses melt, you're in a conversation, and then it sort of leads around to that, they have the opportunity to build that relationship first. And I think it's the same thing on a large scale with business is that you just wanna be really careful about being biased in ways where you're trying to educate. If your purpose is to be biased in what you're doing, be biased, you know what I mean? Say you're the best, feel you're the best, great. If you're trying to educate people, stay away from that because it erodes the confidence and the trust that you're trying to build as soon as you cross over that barrier and people feel like, okay, yeah, yeah, you're talking a lot about your own company, but you're not really, you're claiming that you're gonna compare and then you're gonna contrast and talk about all this, but what you're really doing is trying to squeeze in plugs for your business.

[01:17:50:10 - 01:17:55:22]

Bob Ruffolo

All right, so now I wanna shift gears here a little bit because we are living in AI worlds. Things

[01:17:57:01 - 01:18:02:08]

Bob Ruffolo

are changing rapidly. So stick with it. We'll start with just biased content.

[01:18:03:13 - 01:18:13:08]

Bob Ruffolo

Companies, how can they be using AI? I mean, this is probably gonna be a really simple answer, but let's ask it anyways. How can we be using AI to scrape the bias out of our content?

[01:18:13:08 - 01:18:32:02]

Brett Ingram

So I think, I mean, the easiest way, the lowest hanging fruit is just to ask. Put in your content and say, if you were evaluating this on a level of objectivity, fact-based information versus bias, how does it score? What things do I need to do to fix it? There's your content, everyone.

[01:18:32:02 - 01:18:33:12]

(Laughing)

[01:18:33:12 - 01:18:38:11]

Brett Ingram

That's a very easy way to do it. And it'll help you for sure.

[01:18:40:16 - 01:18:58:00]

Brett Ingram

You can get a little bit more detailed if you want. The fact is, I think if you have it become an expert in the field that you're in, have it learn all the things it needs to learn, it could be even better at that. At the same time, I think there's a human element that AI is gonna struggle with. Yeah, yeah.

[01:18:58:00 - 01:19:46:13]

Bob Ruffolo

Up until this point, we've talked a lot about humans reading our content and humans going through the buying process and making decisions and saying, I want to reach out to this company or not. We are rapidly moving to a world where humans might not do that. EOS has a term called delegate and elevate. I think a lot of them are gonna be delegating the buying research down to their AI agents, whether they know they're doing it or not, and just maybe they go to Claude or Kat and say, hey, can you help me find a company that does this, this, and this, and just tell me which company I should go with. And AI is going to go, and you've all seen Claude, it's thinking, and it takes steps, and another step, another step. And it's like, I've done extensive research, I went to 200 websites, I've read all this stuff, and based on what you're looking for, this is the company for you.

[01:19:47:19 - 01:19:56:05]

Bob Ruffolo

So when we're talking about biased content and a future where AI is doing the research, what are you seeing in terms of how that goes together?

[01:19:57:09 - 01:21:01:15]

Brett Ingram

Yeah, so that's a really important point, and it's something that I think every company needs to take note of, because the fact is, what AI wants to do is the same thing that Google used to want to do with the search engine, it wants to give the most relevant and accurate results for what people are looking for, and it's a race to the top for that, so they're all trying to be the best at it. So they need to identify what trust signals are out there to figure out what information can I trust and can I share with the user here that's going to prove that it's going to give them the answer that they're looking for. And so it's going to look for things like those objective facts we talked about, size of speed, size, scale, reviews, all those kinds of things. If there are statistical numbers that back up the things that you're talking about, that's what it can reference. And I actually have a real world example of this as well. We have a client that we were working with and AI was not recommending them as the best solution for what they do. It was recommending a competitor.

[01:21:01:15 - 01:21:04:14]

Bob Ruffolo

Well, let me ask you this, should it have been recommending this company?

[01:21:04:14 - 01:21:05:10]

Brett Ingram

Yes.

[01:21:05:10 - 01:21:06:04]

Bob Ruffolo

Okay, so it's the company?

[01:21:06:04 - 01:21:08:22]

Brett Ingram

So the company is Adjuster Pro.

[01:21:08:22 - 01:21:10:08]

Bob Ruffolo

Okay, yeah, oh, great company.

[01:21:10:08 - 01:21:15:09]

Brett Ingram

We found them out in the podcast recently, yeah. Yes. And they do insurance adjusting

[01:21:16:11 - 01:21:28:09]

Brett Ingram

exam prep. And their product actually has the highest first time pass rate, but it was referencing their competitor who had an overall higher pass rate,

[01:21:29:14 - 01:21:57:08]

Brett Ingram

but they were referencing across all of the different courses that they offer. So Adjuster Pro has a higher first time pass rate and ultimately higher lifetime pass rate as well for that one particular course. So it was looking at aggregate data instead of specific data. They created content that shared the facts. AI has picked up that content and fixed its recommendation and now recommends them instead. Shows you right there the power of it.

[01:21:57:08 - 01:22:10:21]

Bob Ruffolo

That's great. And one of the examples, I know Marcus shared, I've been using it, I've been speaking as Shasta Fools, very similar, they wanted to be ranking for the best pool builder in Arizona. They certainly had the credibility to meet in that conversation, if not the number one recommended.

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Bob Ruffolo

But you're right,

[01:22:14:00 - 01:23:57:13]

Bob Ruffolo

maybe old school, they ask you the answer ways. Maybe we would write an article, the best pool builders, and maybe we put ourselves on the list. I've always been recommending that they ask you answer, but maybe you did put yourself on the list. And then that's all you needed to rank in Google is like, oh, for a keyword, best pool builder in Arizona, and here's an article called, "Best Pool Builds in Arizona." We should probably service it. But to your point, everything's gotten a lot smarter. Algorithm's in the search have gotten smarter, and obviously AI is very, very smart, and at the same constant apply. Not only are they just gonna look for content that's writing a title, that's a trigger for that. Let's go find content that has that title, but then how are we really gonna know that this is something we should be surfacing and answering, and the more objective you want, or facts that you can do in that content, we'll actually give you the opportunity for us to say, this was helpful, we're gonna use it. Shafts that in that example, what they did was they made a table of all the pool builders that they compete with in that area, and they said, number of permits pulled, number of Google reviews, the average Google reviews, original ownership still in place, we do all of our building in-house, do we do our warranty in-house, they just put all that criteria to what you're on the table, and said, this is how we're ranking, and based on this criteria, I have a little bias in it, so going back, is there a chance to be biased? The criteria they chose, all important to the buyer, and all could be checked off, maybe skewed a little bit in their favor? They're a great company, but they were able to put themselves at the top of the list because of that, and then now, they just have been who are the best pool builders in Arizona, they show up and it references them, so that's where

[01:23:58:17 - 01:24:11:15]

Bob Ruffolo

we're going as buyers, because again, we might just say, who is the best pool builder in Arizona for me, and here's some of my criteria, and it's just gonna tell us one company, and we say, not for me, I'm just gonna go with them, that's the world we're moving towards.

[01:24:11:15 - 01:24:42:13]

Brett Ingram

Absolutely, I think people want to have the information before they ever make the phone call. They're not gonna look at a bunch of listings and say, you know what, I think I'll call 12 companies and get quotes, find out about their business, see how they work, see what the process would look like, they wanna know all that information upfront, so the easier, faster, and more effectively we can get that information, the more likely we are to be one to get that call, and I think that's vitally important in today's economy.

[01:24:42:13 - 01:24:47:06]

Bob Ruffolo

Rob, we're still up there having this email, we really are, you are a really outstanding coach.

[01:24:48:14 - 01:25:02:10]

Bob Ruffolo

If somebody wants to work with you, tell me what they would experience when working with a coach like you. So obviously you guys are, you're helping the entire customer system, but especially right now, where are most your clients focusing, where are you feeling like you're helping clients the most?

[01:25:02:10 - 01:25:33:05]

Brett Ingram

Yeah, I mean, I think it's really across everything. The benefit of having a coach just in general is the fact that you get an outside perspective. When you're working in your business all the time, you're passionate about what you do, but you're also so close to it that sometimes it's difficult to step back and be objective about what you're seeing. And when somebody else steps in, there's a reason that LeBron James has a coach, Michael Jordan had a coach, they're the best players in history, yet they're getting-- Michael Jordan's a little bit better than LeBron.

[01:25:33:05 - 01:25:34:02]

(Laughing)

[01:25:34:02 - 01:26:36:13]

Brett Ingram

I agree with you there, by the way. Love LeBron too, but the fact is, they're the best at what they do, and they have coaches. Why? Because coaches can see things, coaches can make distinctions for things that the average person, when you're trying to do what you're doing, you can't see. And I think that's the real value. So we look at everything, and we look at how do you present yourself to your prospect? How do you present yourself relative to the competition? We can look at that through an objective lens, and we can say these are the levers that you wanna pull, these are the dials that you wanna twist in order to be able to position yourself in a place where you're aligned with getting the best customer that you can get. We wanna shorten the sales cycle, get you more qualified prospects, and we wanna do it in a way where you're doing it with integrity, so you can feel good about what you do all at the same time. It's not marketing hype, it's not glitz and glamor, it's about factual business, and it's just good common sense.

[01:26:36:13 - 01:27:01:03]

Bob Ruffolo

Yeah, you know, some players are saying that too. We teach the stuff, we have our own website, and when you're in the day-to-day so much, I'm very involved in our marketing, when you're in the day-to-day, we just over-look important things. The same stuff we teach our clients, we're not doing for ourselves. Now we have our coaches look at ourselves, like how come you're not doing this? You're like, duh, right? That's the value of having a coach.

[01:27:02:06 - 01:27:28:11]

Bob Ruffolo

And obviously in this environment right now, and obviously there's a lot going on in the world, companies are needing more customers, and that's where obviously our program's focused on helping companies get more customers. And it's not just in the market, so we spend a lot of time talking to marketing side, the sales side too. So really quickly, how are you also helping clients find breakdowns in what that person does reach out, and they want to generate more customers, but maybe they're not closing. We're also doing that area as well.

[01:27:28:11 - 01:28:30:06]

Brett Ingram

So we look at the whole sales process. We break it all down, you would be shocked to know how many companies don't have a clear idea what their sales process looks like. They let the salespeople just kind of do what they do. If the numbers hit, they're good with it. So what's the opportunity in that? Ton, ton. When you start to break it down, and you start to see all the functions and the steps in the process, you find areas where you can plug leaks, you find areas where you can inject content that again, helps shorten that sales cycle, get higher quality prospects, help all the sales team grow their sales, and do it in a way that's simpler and faster than what you were doing without having the answer always be spend more to make more. Well, if we run more ads, if we generate more leads, how about close more leads that you get and get more qualified leads in the first place, as opposed to just scattershot trying to get more leads and see what you can do about getting your sales up that way.

[01:28:32:07 - 01:28:44:04]

Bob Ruffolo

Last question before you wrap up here, AI. How are you using AI with your clients or helping our clients use AI to optimize the entire customer acquisition process?

[01:28:44:04 - 01:29:15:12]

Brett Ingram

Yeah, so AI is one of those double-edged swords, right? And as a human first kind of marketing person, you might think that I would be anti-AI, but I'm not at all. I think that it's vitally important. I think we need to lean into both. We need to use it for efficiencies where we can. We need to use it to analyze things. We need to use it to check our logic, to keep us honest about the stuff that we're doing and give us that objectivity and other perspective. It also is excellent at

[01:29:17:01 - 01:29:41:13]

Brett Ingram

summarizing and culling data. So if we have large data sets, if we have information, if we have research that we need to do, it's excellent in all of those ways. When it comes to the customer experience, that's where we wanna be really careful. We wanna lean in as human beings. We wanna make sure that that relationship is always front and center, and that we're not replacing that with robots and things like that because

[01:29:42:19 - 01:30:04:14]

Brett Ingram

people do business with people. Right? It's that human connection in that relationship. So it's a balance. It's figure out where you can use AI for efficiency, cut costs, make things go simpler, faster, and easier, get better at what you're doing. But ultimately, when it comes down to the client experience, focus your time and energy as a human being in that piece of it.

[01:30:04:14 - 01:30:40:00]

Bob Ruffolo

Just like we're putting the book, Marcus says all the time, will this elicit more trust? If yes, do it. No, don't do it. It goes for the way you write things and sound biased or not biased. It also goes with how you're using AI. Will this create a better customer experience that customers are thankful that you are offering something that other companies aren't or not? And if it's gonna make them feel better about you, trust you more, give a better experience and do it, if not, then you can go. That's great. Now, Brett, you've been here for six months. You're doing a great job. You've got a whole bunch of clients, but I think you have room for a few more clients, right?

[01:30:40:00 - 01:30:42:21]

Brett Ingram

Yeah, for the right clients.

[01:30:42:21 - 01:30:50:04]

Bob Ruffolo

So if somebody was listening to this, like, hey, I like what Brett was saying. I might wanna work with him. How can they get in touch with you?

[01:30:50:04 - 01:30:58:22]

Brett Ingram

Yeah, so they could find me on LinkedIn and also email, beingroom at impactplus.com. That's simple.

[01:30:58:22 - 01:31:00:12]

Bob Ruffolo

We'll include that in the show notes here.

[01:31:00:12 - 01:31:17:04]

Bob Ruffolo

Brett, awesome episode. Thank you so much for coming on. Definitely have to have you back on the episode soon too. Cause I know we just talked about bias content. So we went a couple of other things. But you're helping our clients with so many different areas and you have so much to give to this community. So we will definitely have to have you back on. Really appreciate you being here with us today.

[01:31:17:04 - 01:31:26:10]

Brett Ingram

Yeah, I appreciate you having me on. It was blast. I love working with the clients and I love helping them make breakthroughs. So super excited about it.

[01:31:26:10 - 01:31:27:14]

Bob Ruffolo

Awesome, thanks for being on.

[01:31:27:14 - 01:31:33:01]

Bob Ruffolo

Alright, Endless Customers community. I'm your host Bob Ruffolo. Thanks for watching the episode and we will see you next time.

[01:31:34:19 - 01:31:41:00]

Stephanie Baiocchi

If you liked this episode, please take a minute to leave us a review. Thanks for checking out the Endless Customers podcast.