# How Entrepreneurs Use AI to Understand Customers Better Than Ever - Tom Wheelwright, Roger Dooley ## Метаданные - **Канал:** The Rich Dad Channel - **YouTube:** https://www.youtube.com/watch?v=xEyLDWVUNFs - **Дата:** 05.06.2026 - **Длительность:** 39:28 - **Просмотры:** 2,594 - **Источник:** https://ekstraktznaniy.ru/video/53070 ## Описание 👉 https://bit.ly/3HLA8ql 👈 CLICK HERE Ready to change your financial future? Join Tom Wheelwright, Robert Kiyosaki's CPA, and apply to the WealthAbility Accelerator today! AI has revolutionized how we do business, but are you using it to its full potential to win customers? Many small businesses assume that advanced neuromarketing tools are only available to Fortune 500 companies with massive budgets. Today, that dynamic has completely shifted. Join Tom Wheelwright as he explores how entrepreneurs can directly compete with major corporations by leveraging AI to unlock prospect biases, beliefs, and desires with his guest, Roger Dooley. Roger Dooley is an author, international speaker, and serial entrepreneur. He wrote the groundbreaking book, "The Persuasion Engine," which outlines how any business can use AI-powered neuromarketing to understand and win customers. He is also the co-founder of College Confidential, which became the largest website for college-bound students and parent ## Транскрипт ### Intro. [] AI has a lot of uses and we've all experimented with it. We've all started using it. But what about AI in order to win clients? Does it give us an advantage as entrepreneurs? So today we're going to discover how entrepreneurs can actually directly compete with the big companies to win clients by using AI to unlock the prospects biases, their beliefs and their desires. And we have an expert in this area. He wrote the book the persuasion engine and specifically how any business can use AI powered neuromarketing to understand and win customers. And our guest today on the wealthability show is Roger Douly. Roger thanks so much for joining us. — Thanks for having me on the show Tom. — And if you would um I know your background but please give our audience your background and why this topic why you're the expert in this topic basically. Well, I won't go into all my background. Started as an engineer u eventually was a corporate head of strategy, then bailed out to become an entrepreneur and since then I've been sort of a serial entrepreneur in the early days of the home computer business. We had a mail order company. Uh founded a business called co-founded business called College Confidential which became the biggest website for collegebound students and parents. Later sold that to the Daily Mail Group. But for the last 20 years or so, I've been writing and speaking about the intersection of marketing, business, and how our brains work. I started writing about neuromarketing, which back 20 years ago was a pretty uh complicated, expensive thing. you uh hook people up to say an EEG machine and uh measure their brain ### From Expensive Brainwaves to Accessible AI Neuromarketing. [1:45] waves as they were looking at an advertisement or looking at a video print ad and then try to determine from what you were seeing on the EEG whether it was going to be effective or not. But things have changed a lot in those 20 years. uh now many of these tools that were really only available to big companies uh have become uh very uh accessible even to uh entrepreneurial organizations and small businesses. — So let's talk about um really what you're talking about. So you use the term neuromarketing. What is it? — Well, I use a pretty broad-based definition of it. In other words, what I could say is neuromarketing is uh any use of our understanding of how the brain works to market better. Uh some people are more purists. They wanted to restrict it to things like actually measuring uh brain waves and such. To me, if we can understand how our customer's brain works through, uh the say the teachings of Robert Shelini who wrote the great book influence uh just celebrated its 40th anniversary a few years ago or Daniel Conorman's thinking fast and slow. Uh these are tools that any size business can use. You don't need expensive equipment. You just need the uh those uh ideas to understand those ideas. So that that's my sort of broad definition of neuromarketing. And the thing that I find really exciting is that uh now uh even those ideas which previously were sort of locked inside uh pretty long books uh that often entrepreneurs and smaller businesses don't have a time to read or aren't going to recall what they read. Uh now are readily accessible through the wonders of artificial intelligence. Well, and I've always found so I remember reading influence when it first came out. Of course, Chelini is uh local to here in Arizona and as an ASU was an ASU professor and so um but what I always found difficult was the actual practical application of it. Right? That's it's one thing to understand you know uh for example when he talks about um you know you give somebody something and then that creates an expectation for something in return right that was one of those big concepts that came out in influence um but actually practicing that is very different so how do you so does AI help us um with the practical application of it in other words do we still need to understand everything because that's the biggest challenge is really understanding how it works. I mean we have you know neural linguistics processing has been around for a long time. You know another word for it is hypnotism frankly. All right. So that's all hypnotism is just advanced uh NLP. We've had that for years and years and years. Okay. I mean it's been used on stages. It's been used all over the world. But that doesn't mean everybody can do it. So, how does AI how do you think actually AI helps that helps us use that? — Well, yeah, Tom, I think that many of Chaldini's ideas are actually quite accessible and constantly used in business. If you visit any travel website, for example, uh you're going to see things like only two hotel rooms left at this price, right? Uh that's scarcity. Um 25 people book this hotel today. Uh that's social proof. um or uh you know maybe a review from uh Kai Ness traveler magazine that's authority so it's very common I think uh you mentioned uh his idea of reciprocation or reciprocity when you say uh um okay ### Applying Robert Cialdini's Influence Principles via AI. [5:28] hey uh download my free uh guide to tax advantage investments uh then that person is likely to sign up for your mailing list to get that and not only that you'll have given them something and then maybe you'll have a chance to sell them some services later. So these principles are used constantly by businesses. Sometimes they know they're doing it, other times they just think it's good business practice. But uh where AI can help is choosing uh which principles might work best in a particular situation and then also coming up with ideas, different ways to use a particular principle. What different kinds of social proof could we use here for example? And uh the good thing about AI is that it understands these principles. It understands human behavior fairly well. And so it can come up with good ideas. It is not perfect. You still have to be the human in the loop that's judging. Okay, this is a good idea or I know my customers. I don't think this is going to work. Uh and of course pushing back when necessary. But uh AI can be a very powerful tool. I go into a lot of that in this uh second major part of the book where I have a whole lot of specific prompts and ways that you can use AI to employ these principles — and that's what I like about this book because I like the idea that okay here's the prompts to use because I think a lot of it is we know those principles like I get those all those principles right but then what's you know how do I get AI to help me understand how to use them right how do I ask the right question because I find with AI and I always remind people that the A in AI stands for artificial which is another word for that is fake. Okay, so it's not real intelligence. It's really just an accumulation of human intelligence. That's really all it is. But the nice thing is that it's read all these books. It's digested all these books. Doesn't have any problem with digesting all these books. And so if we have the right questions, we can get the answers we want. The challenge I think with AI generally is most people don't have the right questions. They don't have the knowledge to ask the right questions. So they can't possibly get the right answer. And to go to that point, you talk about empathy target as um something that AI can help you do. Can you describe what you mean by empathy target? And then how why do we miss that? And how does AI solve that? Or how could it? — Right. I suggest using a an empathy audit on any important communication whether it is a policy change, a price announcement, uh some corporate direction change or even a routine uh customer letter. Your shipment has been delayed because actually humans are not that great at emotional intelligence and empathy. Surprisingly enough, you would think that okay, we're humans have that, right? — But they aren't. In fact, uh last year, uh some scientists in Switzerland ran an experiment where they gave the major AI models of the time an emotional intelligence test, the same tests that are can be administered to humans. And AI scored in the 80s compared to about 60 uh% for the average human. The highest the best AI scored 89%. Uh and that might be higher than the most emotionally intelligent person on your team. So that's pretty and those were last year's models. Today's models are ### The AI Empathy Audit: Overcoming Human Emotional Blind Spots. [8:58] even better and more powerful. So AI gets uh emotion and empathy and it so when you ask it to evaluate your policy change and you if you describe your customers and I think one thing that goes beyond prompting too I should throw this in right now Tom uh you know prompting is important. I've got lots of prompts uh in the book but it's also important to provide your own context. That is the better your answers will be much better when you can explain what your customers are like, what you've tried that worked, what you tried that didn't work, what if you're in a particular geographic area, what that is, what it's like. You know, the more context you can provide, uh, the better, more detailed answers you're going to get, the more effective the advice is going to be. So, you've got to provide that context. But uh given that it can predict uh how your customers or how your employees will react to an announcement. And in the book I've got a few kind of business horror stories of companies that made an announcement or sent a customer communication out that went really horribly arry. It went viral but for the bad reasons, not good reasons. And you know when you look at that you wonder even as just a you know sort of a general business person you look at what were they thinking when they sent that out? Did they not think people were going to react that way? But I think that we all have these blind spots when it comes to our customers or our employees. We think we know how they're going to react and we don't uh necessarily uh solicit a whole bunch of other opinions. Instead, we say, "Okay, uh yeah, this is going to work. " And then it doesn't. Where AI can provide unbiased feedback on how people are likely to react. And in my experience, that advice is usually pretty good. And when I've run some of these negative examples through and it correctly predicted the negative reactions of the customers and also it provided a way that okay if you have to communicate this in one case it's in relation to a cruise ship announcement that diverted a luxury ship uh for a corporate photo shoot and caused uh travel delays for their customers. It started off by saying don't do this in capital letters. I was using Claude on that one. Claude rarely says anything in capitals but said don't do this. You know this is really going to aggravate your customers who expect a seamless experience. But uh it also crafted a far better communication. The original corporate communication was uh I looked at and said okay this is kind of tonedeaf. Uh it was all corporate speak euphemisms for the delay. There was no apology, no acknowledgement that the people who were expecting this luxurious uh experience on this six-star cruise ship uh with a butler for every stateateroom and just everything perfect were suddenly going to have to be scrambling to get uh their airplane reservations changed in the middle of Florida spring break. Uh, I mean, this is really uh you can't make this stuff up, but uh it Claude did point out that it was tonedeaf, but it said, "Okay, if you've got to do this, here's how you communicate it. " And it did it in a much more empathetic way. It crafted a letter that recognized uh that this was going to be a huge inconvenience that it wasn't what they're they recognized that the customers were not expecting this. Uh they were expecting this seamless experience. uh it offered assistance in rebooking which the original one did not do. Instead of just saying if you incur any additional exp airline expense, send us a receipt and we'll reimburse it if it's reasonable. Uh it made a much more positive statement about additional costs incurred because some people might have to stay overnight in a hotel, who knows what. Uh it even offered a future cruise credit, a modest future cruise credit. Now, of course, this is AI creating this. A real human executive would have to look at this and say, "Okay, this we can do, this we can't do. We don't have the resources to do that or this would be too expensive. " U ideally they would have done this before the whole thing and avoided the mess. But to me, the letter that Claude created was just pitch perfect. It didn't recommend celebrating on the pool deck, which is what the original letter did. Well, all these people who are inconvenience are going to be up there celebrating with champagne while helicopter's flying around. It's crazy. ### How Claude Fixed a Tone-Deaf Luxury Cruise Crisis. [13:17] uh the uh instead uh it really hit every note perfectly and to me that's the benefit that AI can provide. Now of course — so it it's it sounds to me like this is something we shouldn't just be using with customers but this is also something we should be using with employees. This might be something we use with vendors. This is th this is a tool that because this is the challenge I find with uh email correspondents in particular people who are the nicest people in the world in a phone conversation, video conversation and actual human interaction just come off horrible in email and they're nasty and they're you know it's and I love that you emphasize the word empathy. You know what? How's the other people the other person going to feel about this and that because of all everything that AI has access to on the internet, it can look at, hey, how do how have people reacted to things and okay, they reacted this way, maybe they'll react this way and maybe this is a better way. Now, like you said, I think it does take the human because you have to decide a are we going to spend all that money in the cruise case or b is that really what I want to say, right? So, I don't think we can just say, well, because it's pretty obvious also that something's just purely AI, which I mean that gets to be really obvious and people hate that. And I actually want to ask you that question. Why is that? Why do people hate it when it's obviously AI as opposed to obviously human? — Right. Well, there's some interesting data on that. Uh in another experiment, scientists showed people responses uh to a customer problem uh that were supposed to be empathetic. Uh and they were there were two versions, one written by AI and another by humans. The customers in this case or the subjects preferred the AI response. They found it to be more empathetic. But when they were labeled human and AI, the customers preferred the human response even though that had, you know, the other subjects judged it to be inferior to the other one. So people still don't think that AI can be empathetic. And — there it seems to me like it's more than that. Um, Roger, because um, for example, I had a conversation with a friend of mine uh, the other day and I was talking about, well, let's say that you called up a business and you were looking to buy something. You, you know, you wanted to inquire about their services or their product, etc. They were adamant that if it was an if they found out that it was an AI bot that was talking to them ra even if it wasn't what they could obviously tell it was an AI bot but it was an AI bot that was talking to them versus a human they were upset. Why didn't you tell me this was an AI bot? Why is that? Because I'm thinking, you know, personally on the entrepreneur side, on the business owner side, the advantage of the AI bot is they're going to do the same thing every time, right? They're not going to change based on what they think like a human salesperson would do, right? They're not going to hard sell. If you tell the bot don't hard sell, the bot won't hard sell. But a human their natural tendency is well you haven't bought now I want this commission so therefore I'm gonna sell harder right and so you get that emotion from the human that you wouldn't get from the bot. So, as a buyer, I look at it, I'm going I would much rather talk to a bot than a human. Uh, when it comes to a in a sales situation because I don't want the hard cell. I ### Why Do Customers Rebel Against Obvious AI Interactions? [17:14] I just want that interaction, right? Um, I don't go to a salesperson to get my human interaction. I mean, that's you know, that's why you have family, that's why you that, you know, that's why you go to a restaurant. I mean, whatever you go to. Those are social things. I don't consider a sale needing to be a social thing. Why is it though that there's a good portion of the population that if you're not clear that, hey, you're talking to a bot, they're upset and they're really upset. Well, you know, I think you've hit on a bunch of important points there, Tom. First of all, I do think that transparency is important. If you're if you're using a bot, if you're talking to a bot, the customer or whoever should know that it's a bot. Uh, I think that people have hated chat bots for a long time because they've been so horrible. You know, you get the f they're like the first line of defense to prevent you from talking to a human. So, they're asking all these stupid questions, giving you answers that don't make sense or just say, "I don't understand that. " Uh, and I can't help you with that. And, you know, people get so frustrated that they, you know, start screaming human uh in their phone or typing it into their chat box. But uh I think that chat bots are getting better and better. Uh they can actually solve your problem in many cases now. But I think that transparency is still important. Part of it is uh understanding of empathy because if I'm talking to a human airline representative and I just missed my flight uh and it's the last flight of the day and I'm very inconvenienced and that rep says, "Oh, I'm so sorry. I really I understand how you must feel. Here's how we can help solve your problem. I believe that person can understand how I feel. But if it's a chatbot and it says, "I know how you must feel," I say, "Well, no, you don't. You're a machine. " Uh, so you ### The Human Touch: When to Use Bots vs. Human Cashiers. [19:04] know that empathy rings a little hollow. But when empathy is when the empathy is uh coming from a human, even if a uh even if AI wrote that message, then I think it all comes together because the human can legitimately deliver that there. the AI is actually helping humans express their empathy and humans can really be uh lacking in empathy. One example that just popped into my mind when I was thinking uh we had a dog for 14 years lovable guy. He finally died unfortunately and took him to uh the vet and they had him cremated and brought back the ashes and as the uh receptionist hands me back my dog's ashes as I'm going out the door says have a great weekend. I mean that was uh you know uh I think that any AI would have said okay that is not how you want to be uh saying things to your customers in that particular moment. Uh and but — so do you think — I'm sure that if she thought if she had thought about that she would not have said that she oh and I was just it sort of popped out of my mouth uh you know I didn't really mean to say that but what AI can do is help bring out the real empathy that humans have. — Okay. So are so I thought for a long time that AI could get to the point fairly quickly now where uh sales calls could handle be handled by AI as opposed to be handled by humans. The challenge with humans handling them is that it's different every time and so they won't follow the program. If you get a if I could get a human to be as consistent as an AI bot, I would use humans all day long. But I can't. It it's just not possible. I I've been telling for example, I've been telling my salespeople to do things a certain way for 10 years and I cannot get them to do it. Okay. So whereas an AI bot, I would tell it to do it and he would do it. So, but you're suggesting what I'm hearing you say is you don't think that um salespeople should ever be AI bots, that they should always be humans, even though there's the human weaknesses that come with having humans do that because they're never going to be consistent. It's not the nature of the human. — Yeah, that is exactly what I was implying to him. think that many interaction situations like customer interactions whether it's customer support, a tech support or even a sales situation uh could be handled by AI. I think it needs to be transparent. Some somebody has to know they're talking to about because as you point out if they find out later they thought they were dealing with a human and oh hey that wasn't a human they're going to be angry and it's they feel tricked, they feel deceived. So that's human nature. But uh there are many situations where if it's a very simple transaction, I'd be perfectly fine dealing with a bot. You know, one thing that we've seen in grocery stores for a decade now are these selfch checkout lines. Uh and most stores have them, most larger supermarkets, whatnot have them. Some places have tried to push people into them, and that's uh very annoying to customers. if there's one human cashier uh and you've got a bunch of stuff and it's you know you're going to be stuck trying to scan these things and you run out of bags and you know it's uh really annoying. People don't like that. On the other hand, uh I know that uh if I've got five items and I know they have barcodes, I don't have to weigh them or figure out what their product code is or some other darn thing. Uh and I can make a beline for the selfch checkckout because I know I can get through it quickly. I don't need to interact with anybody. And so uh I think that the same is true uh in any kind of uh say phone or online sales situation. If it's a transaction that can be handled effectively by uh a bot of some kind then I think people will be fine with that. I mean there'll always be a few I know there's some people who uh always go for the human cashier even if they have one item uh just because for some reason they want that human interaction but they're the exception. And I think most people are probably a lot like me which is going to be better. — So are you suggesting um Roger that you ought to give them a choice? Because that's what I hear you saying in the checkout line. People ought to have a choice. So are you suggesting that even if you did go lean heavily on the AI bot that you might say for human press, you know, press here, you know, press one for human for a human. Um would you go that far? Would you actually give them that choice? — I would. At least at the current state of technology, I mean, maybe we'll reach a point where everybody is so accepting of AI and it's so effective that we're still in transition. — Yeah, think about that. But I think that for the moment, uh, yes, you should make it the AI should not be a barrier to reaching a human if somebody really wants to. I know um, and some companies capitalize on that. We've got a bank here in Texas, Frost Bank, and one of their mottos has been if you've probably dealt with some of the uh voice menus, big banks, where you're trying to call your local branch to see if uh somebody's there and you get these voice menus and none of the choices are giving you what you want. you end up in a call center and who knows where and all you want to do is find out if the person you need is at the branch and you know you can't do it or you have to fight your way through 10 minutes of menus to get there. Uh where uh this particular bank promises two rings and a human. They recognized this failing in their bigger competitors and they say that within two rings you're going to call them up and you're going to get a human. Now, that probably costs him a little bit more than having uh some kind of a chatbot uh or a voice menu system, you ### Leveraging AI for Instant, Low-Cost Eye Tracking Studies. [24:52] know, screen calls and annoy people for 30 seconds or 60 seconds. But, uh I think it's a promise they've made and I think it's their customers appreciate it. — So, let's get back to neuromarketing. I went off on a little tangent there. Thank you for letting me go down that rabbit hole. Um but on let let's get back to your neuromarketing. Okay. So, it's not just empathy clearly. um what is a you know how do you use AI to understand your customers better so that you can frankly um get them what they want because that's the ultimate goal of marketing is to get the right customers what they want. Um it's not to try to manipulate somebody into buying something they don't want. Uh hopefully it's really to get the right customers to actually get what they want and what they need. And the challenge of the salesperson is the customer, the prospect may not know that they need it. And it's the salesperson's job to help them understand what they need. That's the marketing person's job is to help people understand, okay, this is where if you have this particular problem, you could find the answer and it's going to be the type of answer that you want. Okay? So that's the whole exchange, right, between marketing people and prospects. So, how do you use AI? And not just how to use AI, but what is it that you're trying to do um that AI could help you with in order to influence really it's influence those people to make decisions that ultimately they would probably want to make if they understood everything, but they don't understand everything. — Right. Well, I think uh there's a couple of uh sort of broad categories of ways. one I'll touch on briefly is uh AI for uh is sort of a replacement for some traditional neuromarketing tools for studying customer reactions. Uh and maybe the best example is eyetracking where for decades advertisers have used eyetracking systems to judge where people are looking uh when they're looking at an advertisement like a say a commercial or a print ad or a website. uh you know you want to know what people are looking at and uh often eyetracking data can show hey we expect people to be looking at the uh product or our headline instead they're looking at this other thing that isn't really important it's in the background uh and that's valuable data uh now but it was very expensive to do that because you'd have to uh recruit people uh bring them into a laboratory either use expensive glasses or expensive sensors show them what you're evaluating uh collect the data and so ### Building Hyper-Targeted Ideal Customer Personas with Context. [27:32] where now uh you can do that kind of work uh using an AI simulation with a high degree of accuracy in just seconds for in the price of a cup of coffee. Excuse me. The uh and it's so fast, so simple. Uh and it is the suppliers of this typically say uh 90 and even 95% accurate. And it's uh so this can give you insights that you couldn't normally afford. Like if you're looking at a small business web page, you can never afford an expensive eyetracking study, but you could do an AI simulation of the eyetracking and see what people are looking at. So that's one. The second category of space, sorry. Uh the second category is uh the using AI to characterize your customers. You can even do uh customer profiles using AI. You can develop your ideal customer profiles or customer personas. Now again, you have to take this with a grain of salt. The more uh if you just tell it, hey, uh you know, I sell widgets. Uh come up with my ideal customer persona, you're not going to uh get a very good response. Probably it's going to be very generic. uh and not too useful. But to the extent that you can describe what it is that you're selling, uh who you've been successful with, what ### Closing Statements. [28:57] your current customers look like, uh then AI can do extensive research and develop uh customer personas that you can then market to as individual types. Uh it can develop your ideal customer profile. It can look at what your competitors are doing. How are your competitors marketing to these people? What sorts of behavioral interventions are they using? And one uh one fun example I have in the book uh I was visualizing like what kind of business local businesses could never afford to do expensive marketing studies. just said, "Okay, how about a pool service business? " Uh, I'm in Austin, you're in Arizona. We all have a lot of pools and they all require service and many people use an outside company to do that and there's a lot of competition, a lot of fly by nights and others. But in any case, I said, "Okay, I want to start this business. " I gave it my particular uh city area and said, "Okay, uh, you know, help me develop a marketing plan. to analyze the competition and what uh compet what behavioral science interventions they're using on their website. And it did that. It talked about uh it first of all went out and figured out who the competitors were uh and did a variety of sort of deep research on that. Okay, these are the competitors. This is what the uh customer base is like. It correctly identified the demographics for the customers in our particular uh sort of suburban area that would be distinct from other areas of the city. uh and it went out and looked at their websites and even found some surprising things. In one case, a competitor uh potential competitor of my hypothetical pool service business uh had a page comparing their business to the competition. And there were sort of two columns like this what we do and this is what the competitors do. And for the competitors, it had listed stuff like peeking in your windows, uh peeing in your pool, uh and it's like Do you know do pool people really look in windows and pee in pools? I would guess not very often. And this told me a few things. First of all, uh this particular competitor probably missed the boat because a normal customer who sees that is going to be find that so weird that they're going to probably move on to the next company. But the mere fact that it identified this particular flaw that was like a some levels down on their website. It wasn't on the homepage. This was pretty far down. It shows the kind of research that AI can help you with. And to me, that's the power of AI where it can do a lot of this researcher work for you. Again, you are the business person. You still have to exercise judgment. And you can even, of course, have another model check results. If it's something really important, which I always do, you know, if I if I'm working on something important, uh I may use Claude as my primary tool, but I may have Gemini or Chat GPT run a similar study or uh take a look at my analysis, my first analysis to see what they think and so on. Uh this is all you're leveraging the power of AI and you're minimizing the chance of hallucinations or dumb errors, too. — Well, and there's also other people looking at it, right? So, I mean, I always think it's a good idea to have somebody else look at it, not just AI look at it. Oh, yeah. — But, but but let me ask you a question. So, um, as we start to wrap up here. So, — going back to my original point that you ask a stupid question, you get a stupid answer. And that is generally true of any kind of question you ask to anybody you ask it to. I think it's actually on steroids when it's AI. you ask a dumb question to AI or you ask the wrong question to AI, you will get really bad answers and but then you're trusting them, but it's not AI that's the problem. It's your question that's the problem. So, it goes back to you talking about the prompts and asking the right questions. How do you when you're building this persona because I think that persona and then identifying that and where are they and all that kind of stuff. I think that's a beautiful use of AI. How do you make sure that you're actually doing this in a way that you're not going to get the, you know, pee in the pool answer? — Right. Well, the uh I think there's two things uh that I can suggest that will greatly improve your program. First of all, you're absolutely correct. If you ask a dumb question or very simple question, you'll get a bad answer, but it will have a high degree of confidence from the AI. It'll come across as this is what you should do or so. Uh what here's a couple of quick hacks. I do have of course a lot of uh prompts in the book and one thing I did this is kind of an experiment on my part. I don't know what you think of it Tom but uh I was really concerned that two things. First of all I was visualizing people trying to type in long prompts from a text the text in the book and that seemed like really tedious or them trying to scan it and scan pages and stuff and that seemed tedious. So, what I did was I created a little uh website that I link to at the uh end of each chapter where you've got copy and paste prompts. So, they can just uh go there and copy the prompt out, but also where I have improved prompts and that uh so that's one way that I tried to make the prompting process easier and not limit myself to like fiveword prompts that would be easy to type in. But, but I've got two hacks for you that I think anybody can apply even if they don't have the book. Certainly. Uh, one is when you're asking for uh, advice from on a marketing question or any advice, always finish your prompt with ask any questions that will help you answer or will help you respond. That will almost always generate several additional questions that will refine exactly what you're looking for. So, even if you phrased it poorly, the AI is probably going to sense that and ask you to clarify in some ways. if you haven't said what kind of customer you're dealing with, it may ask you about your customers or your product or something. So, that that's one thing just to append that to every prompt and you're going to get better results every single time. And the second hack is to give it your prompt and then ask your AI, whether it's Claude or Gemini or Chat GPT, uh, to write a better prompt. I've got one example of that in the book where I start off with a pretty detailed prompt. It was a 100word prompt about which is on the longer side for a human entered prompt but uh it came back with a 400word prompt that really fleshed out the details were missing in the first one and added in a couple of thoughts that I didn't for instance I was asking for a marketing plan of some kind and it uh said okay create an implementation schedule uh or you know identify quick wins and this sort of thing which I didn't think of uh asking it to identify quick wins versus longer term uh things. But uh it in this lengthy prompt it did. So you know to me those two things u basically ask to help you ask a better question. — Right. Exactly. And it will the prompt that it creates will be more detailed. Of course you can review it. If it asks if it adds something there that you say well I don't really need this or this isn't right. You can delete that. But I can guarantee you that in nine times out of ten, the prompt that it writes is going to be more detailed and more effective than the one you wrote. — I love it. So, we're all as entrepreneurs, investors, we're all always trying to find the right customer and help them understand why they should buy our services. That's what we do. That's the whole goal of being in business. And now we've got a tool, the persuasion engine by Roger Douly, to actually do that. to actually help us with that. Uh using AI to do it so that we don't have to figure out okay how do I write this? We don't have to be great writers. We can actually help get AI to help us with and even AI can help us with the prompts. I think that is uh brilliant um recommendation. I think also help us use write the better email, help us write the better um uh even the better PR response, right? um how do I get this information out to the market? Let's use AI not as a replacement for us because we are ultimately the authority in our business, but rather as a tool to help us be better, more empathetic, and be able to persuade us. Um Roger, where would people go besides buying the persuasion engine? Where would they go to get more information about what you do? — Well, I'll mention in a minute, but I should have pen one little thing here, Tom. Uh, you know, you're in Arizona, home of Bob Chaldini, who invented the science of influence 40 plus years ago, and one thing that he always emphasizes is to use these tools ethically. Use them to get people to a better place, not to manipulate them. And so, I should include that comment there, but the best place to find out about all my stuff is rogerdouly. com. Uh there I've got links to uh my Forbes content, uh my podcast, my neuromarketing blog, uh and my socials and such. I am most active on LinkedIn. If people want to connect, that's where I spend most of my social media time. — Great. Thank you, Roger. And thanks everybody um for uh watching and listening to this episode of the Wealthability Show. Just remember when we actually understand our customers, we actually are empathetic with our customers. We understand how neuromarketing actually works. we use it ethically, we're going to end up um with not just more customers, but better customers. And of course, we'll end up with way more money and paying way less tax. We'll see you next time on the Wealthability Show. Thanks for listening to the Wealthability Show. If today's episode gave you a new perspective, remember this, the tax law is not your enemy. It's a road map. And when you know how to follow it, you can build real lasting wealth. If you're a business owner or investor who's tired of overpaying taxes, the Wealthability Accelerator is your next step, you'll have the opportunity to work directly with me for 80% less than my standard rate, and I'll personally guide you through how to change your facts so that you can change your tax. Go to wealthability. com/bonus and apply today. Remember, it's not just what you make, it's what you keep. This podcast is a presentation of Rich Dad Media Network.