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How Will Voice Technology Change Everything YOU DO?
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Apr 1, 2020
How Will Voice Technology Change Everything YOU DO? Just ask Alexa.... I mean Wendi! Host Caren Glasser goes live with this weeks special guest Producer/Podcast Host Wendi Cooper on the Super Boomer Lifestyle Show! Check out more shows here: http://www.carenglasser.live Follow us on Twitter: http://www.twitter.com/carenglasser Follow us on Facebook: http://www.facebook.com/carenglasserlive Follow us on Instagram: http://www.instagram.com/carenglasser Visit The Super Boomer Lifestyle store: https://thesuperboomerlifestyle.com/ #superboomer™ #voicetechnology #voiceoverpersona #voicefirst #wendicooper My Direct Links, Programs and Equipment I use for my Shows and Promotion: BeLive: http://bit.ly/3p7E0DB Get Your Book In Front Of Thousands of Potential Buyers! https://bit.ly/2HJ38Qu Logitech HD Pro Webcam: https://amzn.to/362BuXP Wired Earbuds with Microphone: http://amzn.to/3p1pmOi
View Video Transcript
0:00
worships youth and shames beautiful
0:02
process of aging today we are welcoming
0:04
producer and podcast host Wendy Cooper
0:07
to the show and we're going to be
0:09
talking about voice technology and how
0:11
it can change everything that you do if
0:14
you're here live we're delighted you're
0:16
here live make a comment down below and
0:18
say I'm here live if you hear on replay
0:20
we love you just as much put your name
0:23
down there and say I'm here on replay
0:24
and of course share share share share
0:26
share we love it when you share alright
0:30
so let's just jump right in I'd like to
0:33
introduce our guest Wendy Cooper she's a
0:36
self-made woman who found herself
0:37
raising two boys while becoming a
0:39
maverick in direct response television
0:41
she has a one-woman show called see spot
0:44
run and she has gained notoriety as the
0:47
go to creative house and campaign
0:49
management for fortune 500 companies and
0:52
entrepreneurs to creatively launch their
0:55
products as a live on-air talent for HSN
0:59
and infomercials Wendy has been honored
1:01
with 17 telly awards I don't even know
1:03
what it telly award is but it sounds
1:05
cool for her work in film and television
1:07
for scripting editing art and direction
1:10
and many many more things such as that
1:13
and she is passionate about being
1:14
involved in the new frontier of emerge
1:16
of emerging voice first technology from
1:19
the creative side through podcasting
1:22
Alexa skills and Google assists so
1:25
without further ado I welcome Wendy to
1:28
the show
1:29
hey Wendy how you doing hey I am good
1:32
Karen thanks for having me
1:33
I am excited that you're here we have a
1:35
great show I love this topic I don't
1:37
know a whole lot about it so I'm really
1:39
excited that you're gonna be on because
1:41
we're gonna talk about voice technology
1:42
but before we do that I always like to
1:45
ask my guests how they describe a super
1:47
Boomer I describe super boomers is not
1:49
being defined by age I define that is
1:52
how they show up in life fearless with a
1:55
just watch me attitude
1:57
so Wendy Cooper how do you describe a
2:00
super Boomer well I think a super Boomer
2:03
is is as someone who is really
2:06
comfortable with their age and you know
2:07
because number one we all we all get
2:10
older we can't stop aging so aging is
2:13
is natural thing and I think it's just
2:16
somebody that's really comfortable with
2:18
the age that they are and they go out
2:19
and they kick some butt and they
2:21
understand that you know their wisdom is
2:23
super important to the world and they
2:25
share that but at the same time you know
2:27
they don't really have a problem with
2:29
being older that to me is a superb rumor
2:32
I agree with that I'm one of those
2:35
people that halfway through the year I'm
2:37
already telling people I'm the next year
2:39
older you know it's just a number for me
2:42
it really is just a number an attitude
2:43
if you're just tuning in everyone we are
2:45
talking to Wendy Cooper about voice
2:48
technology what it is and how it is
2:51
going to change your life in the future
2:54
and actually just it right now for them
2:56
for that matter right now so Miss Wendy
2:59
what is voice technology
3:01
oh so we're jumping right into what's
3:03
voice technology so voice technology
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basically is it's it's Google it's so
3:10
whenever you using your Google device
3:12
and you say if I was to say hey Google
3:15
played the Wendy Cooper show speaking of
3:18
age okay so no no I have to turn it off
3:25
no and so anytime anyone is using Siri
3:28
is using Alexa is using Google I can say
3:32
Google now without implicating or having
3:35
her answer me because I'm not using the
3:36
hgy word in my voice okay or else that
3:40
would invoke them right so what is voice
3:42
technology voice technology is really
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it's it's any time it's any time you're
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using to simplify it when you're using
3:51
your voice to initiate something that's
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basically voice now the other flip side
3:56
of that is there's a voice technology
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you can get into the tech space of it
4:00
you can get into all like that that's a
4:02
very loaded question I know it and so
4:05
we're going to take a step back for a
4:07
second because this is the field that
4:09
you're in and this is how you are
4:10
helping people in the voice technology
4:12
world but let's talk about your
4:14
background how did you decide to do this
4:16
as she starts to just roll on yeah
4:18
everybody I'm so hot it's part of age
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I'm not a super boomer
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standby live you never know what to
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expect right so this is the first thank
4:34
you okay so so my background is direct
4:40
response so um for 23 years 24 years
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I've been in the in the direct response
4:46
world I started off in infomercials I
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started I was a host you mentioned that
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I was a host on HSN you mentioned that I
4:52
had 17 telly awards so my my real
4:55
background and everything that I do is
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selling launching products helping
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companies launch products and bringing
5:01
those products to market but also from
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concept to consumer okay so see spot run
5:07
is a concept to consumer you could call
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it an agency but I even go beyond that
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because I was the first one that
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actually to ever manage campaigns so
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let's say you came to me with an idea
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you had a product but you didn't even
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have a name for it I would hope you name
5:22
your product I would help you produce
5:24
the commercial for the product I'll help
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you manage the media with the media
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company I became the nucleus and setting
5:30
up the logistics and the fulfillment and
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all of that and the customer service and
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the conversations on the telemarketing
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what somebody would say as they and this
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all has to do
5:38
ventually with why I do what I do Karen
5:41
so Susan Jacob says you are a superb ooh
5:45
Thank You Stephen so so as I as so so I
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did that you know for 20-something years
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I've been doing that you can go to see
5:54
spot run calm the letter C spot run calm
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or just go to Wendy Cooper Wendy with an
5:59
I I have everything in one place there
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see spot run is there my podcast is
6:05
there and everything about me and my
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background so you can go there and you
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can see my work at the telly awards are
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for I've got my telly awards for four
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and it is a big award for writing
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producing art directing everything in
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those commercials and you can see those
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commercials on my website so those
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commercials are there a lot of my
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clients time life timeless media CBS
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news I large clients I made I made them
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a lot of money okay I made them a lot of
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money
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irwin naturals
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pick me next well they actually had
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money - you know - okay but at the end
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of the day what really happened to me
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was I have all this I've the skill set
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you know I'm a high school graduate I
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never I turned 65 in March I never went
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to college I went to a little you know
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bit of college training stuff here and
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there but everything Karen I learned I
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learned myself I taught myself so when I
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became this this somewhat of an icon in
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direct response my new direct response
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hasn't always been something that
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everybody was accustomed to shopping
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online or waiting for the box to come
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our people people would have a problem
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with I'm not gonna give you my credit
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card because I don't trust you
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ty you were before your time no not a
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society's for my time but these are all
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things how this really segues into the
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voice world is that all of my skills
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that I have had and acquired over the
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course of the 20-something years these
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are all now very valuable in the voice
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technology space so they call it
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conversation design when somebody you
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know like if you were to get into a
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conversation with Google people you can
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get literally getting conversations with
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Google right well that's conversation
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design somebody has to design that what
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is Google going to say back to you when
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you when you say this okay what is Siri
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gonna say back what is okay so but
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conversational design for me that really
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was just inbound telemarketing so if
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somebody called that was a conversation
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design that when you would design okay
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so that that brings that skill set of
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designing conversations over into the
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voice world right understanding the
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invocations understanding that when
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somebody says you know you know don't
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get them if it's if it's if it's
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artificial intelligence you don't want
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to say well what color do you want to
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buy right you want to say do you want
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the blue or the black so that someone
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can respond with blue or black or black
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and then on stick to that so they're
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going
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exactly so that's everything that I did
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in direct response for my clients in
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conversation design now goes into
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conversation design in voice technology
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and artificial intelligence with with
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the Smart Homes okay but from a why I
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really wanted to talk about this today
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with you because we could have talked
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about million things is the creative I'm
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focusing on the create the creative side
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of it so what I think I do really well
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is I come up with great creative ideas I
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come up with ways to position products
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and people and services that people
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don't really think about so that's my
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value and I really understand the value
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of because we're all headed towards
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voice right yeah something like a
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hundred million
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Alexa speakers have been purchased or
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something at you I don't know the stats
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I had them up but I get bored by them
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they're huge anybody listening how many
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people have got an Alexa or a Google
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home in their home all right are you
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aware of what Facebook is just come out
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with if they're rolling out right now
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and that is the ability for people to
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watch to not watch the lives but to
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listen to the lives as a podcast that is
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their newest thing that they're so
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tempted say what does that have no it's
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Facebook Sorry Sorry
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they're doing it just just for our
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audience that you know is because there
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are so many people that are now logging
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on because this is what else do we do
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all day long because we're in our houses
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that they're trying to alleviate some of
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the bandwidth bandwidth of people being
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on so it's interesting because they're
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going there clearly you might say you're
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not ahead of the curve but clearly you
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are in my estimation cuz I am ahead of
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the curve and a lot of things you are
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ahead of the curve on this you are
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obviously well-educated in this
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well-read and you think outside the box
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you don't well here's here's yeah here's
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the thing most of us don't have and and
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and and especially now there's going to
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be a lot of people seeking to leverage
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their wisdom leverage their skills
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understand
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they had these jobs maybe they'll go
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back to Mum maybe they won't but how do
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they we every one calls it personal
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brands you know when you're an
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influencer your personal brand when you
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are selling your wisdom or doing a
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course or becoming a coach your personal
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brand so how do you well you're right
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so you're a personal brand but what
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comes along with personal branding a lot
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more than most people think
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what's your look what's your narrative
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what's your culture what's right right
11:29
what's your color palette who's your
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target audience how do you reach them so
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most people aren't don't think like
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marketers they think like well I have I
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have this skill set but they're not a
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marketer so they like understand how so
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what does where does voice come in their
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voice is a voice is it is almost zero
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entry you can take like I was telling
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you that anybody that has a video can
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extract can put it into QuickTime ID
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extract an audio file only throw it in
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GarageBand edit it up and you got
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yourself a podcast and a broadcast can
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be 30 minutes it can be 2 minutes it can
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be whatever but where voice and that's
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all voice that's all audio world that's
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the space that I'm in I love to be able
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to as a as a producer of television
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commercials I always worked a lot with
12:18
testimonials Karen and I would interview
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someone for 30 minutes you can ask
12:23
Wilson will tell you she's been a lot of
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my commercials I will sit them down just
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to get 10 second sound bite and I will
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interview them for 30 minutes
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ok minimum 30 minutes to get that
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magical 10-second sound bite so now what
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it's so beautiful for me is I can take
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all of this audio and I don't have to
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match it to a picture anymore so my
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thing is that I want to offer my
12:46
services as from a creative standpoint
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and focus on the creative for voice you
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have to have your creative that then you
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put on Alexis skills so there's a thing
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called Alexis skills so you can create
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an Alexa flash briefing right you
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literally can do a flash briefing every
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day on Alexa and upload it from your RSS
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feed and you can tell people to go and
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listen to your Facebook live or you can
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tell them people you can
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them a tip or you can tell my story
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thank you I'm taking notes most people
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don't know that right and the thing is
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it's like people are comparing it the
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people that are in the voice space
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technology world they're comparing it to
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they're comparing it to the good old
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days of 1999 when you know you got a URL
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and it wasn't an awesome that you now
13:41
have this URL and now you you always
13:43
rise to the top on Google because you've
13:44
had the URL for so long or whatever but
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but it's true right it's true the length
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of time you know you're gonna rise
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faster if you have video you're gonna
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rest faster so that depends that depends
13:55
okay but um video I don't know that
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Google can actually listen to the video
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I think Google can detect mid metadata
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that is within the video but I'm not
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sure you know we weren't this is about
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you so but it depends on how you
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optimize it and especially if your
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YouTube videos Google owns YouTube so
14:13
right that's not my point so so here's
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my point is is that the voice technology
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space is so new that if you're in it now
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you're going to get in it as an early
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adopter let's say and even if it's just
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you getting your Lexus skill or your
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Alexa Flash briefing up like you could
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have a super Boomer election Alexa flash
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briefing well then you could do that and
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people could listen to that every day so
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where it's just it's just you know maybe
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it's a clip of a great clip that of some
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guests that you had you know it's audio
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is is so flexible and it brings a new
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dimension to your brand
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exactly and you just taught me something
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which which is always fun I always live
14:56
learn new things so why are you doing
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this I mean I know you want to help
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people why are you doing this why do you
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do what you do well I've always been in
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the creative space so I've always worked
15:07
in entertainment and I've always been in
15:09
the creative space and I always looking
15:10
for something that you know I have my
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toilet stole my easy GoPro toilet stool
15:14
and I did that for a few years and
15:17
that's great and we sold millions of
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dollars with those on on Amazon and I
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still have that and it just kind of runs
15:22
itself and but at the end of the day it
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was like what do I want to do with my
15:26
life and how do I take at my age I
15:28
turned 65 right
15:29
so and how do I take it my age nobody's
15:32
gonna hire me and now we have the
15:33
coronavirus in the lock down and
15:35
everything so no one's really gonna hire
15:37
me into their company they're just not
15:39
they just don't because that's the
15:40
ageism thing and and listen to my
15:43
podcast if you want to hear people talk
15:44
about that stuff but so what what do i
15:48
do how do i how do i reinvent myself and
15:51
then I thought to myself I struggled
15:53
with that for the past year and I was
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like well I don't reinvent myself
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I just find a way to take what I've
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always done what I've always been very
16:00
good at and apply it to a new technology
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and my friend and colleague Emily bender
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we are a we're regular guests on Ana
16:10
marketing and advertising podcast called
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the bean cast and Emily and I became
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friends and she's very young she reminds
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me of me when I was younger in the
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direct-response space she's a real
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maverick and she really started to teach
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me about voice and and that was a year
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ago because I had all these ideas for
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voice a year ago and then things happen
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and now I'm I'm just I can i I know that
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I'm very good at it I can create things
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I can create skills for people or I can
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create flash briefings for people I'm
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doing the creative right I'm telling you
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okay this is what its gonna be and this
16:45
is how it's gonna sound and we're gonna
16:46
do Sonic branding and make sonic logos
16:48
and some original music beds right
16:52
another ear brand one of the reasons I
16:54
wanted you to be on the show is exactly
16:56
for what you just said is that you said
16:58
I don't I just turned 65 and nobody's
17:01
gonna hire me and that's what the super
17:03
boomer movement is all about and that is
17:06
that's not true you just have to invent
17:09
you just have to put it out there the
17:10
way you need to put it out there get
17:12
your whatever your skill set is figure
17:14
out how it's gonna fit and grow you're
17:15
doing you are outside of the box you are
17:18
doing something that most people have no
17:20
idea what this is and so you are at 65
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you're doing this yeah that's that's my
17:26
that's my point you're doing it in that
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in my point to our viewers is it doesn't
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matter how old you are it does not
17:33
matter no and you know what else I'm
17:35
learning how to do is I'm learning how
17:37
to edit audio you know I always paid
17:39
editors I paid sound designers I paid
17:41
those people because they were
17:42
the ones that were that were making me
17:44
look good in there taking my vision and
17:46
my creativity if you go to my website
17:47
you'll see my commercials you've seen my
17:49
commercials and you'll see and I work on
17:51
really low budgets because in direct
17:53
response we worked on low budgets and I
17:55
would have to make a commercial look
17:57
really great because I would end sell
17:59
product because I would want to be paid
18:02
on the back end my percentage because I
18:04
was working on the front end for so so
18:06
little okay so you had to be very
18:08
creative and you had to be ingenious and
18:10
you had to work on skeleton crews so
18:13
it's a real you know we're we're a very
18:15
tight-knit group the creative people
18:17
that work in the the direct response
18:20
true direct response space right now
18:22
it's ubiquitous and everybody calls
18:24
everything direct response because you
18:26
know it but yeah so invoice there's this
18:30
whole tribe of people that are out there
18:32
and they seem relatively young to me
18:34
because when I'm listening to podcasts
18:36
and I'm getting very educated in the
18:39
voice tech space it reminds me very much
18:42
of the beginning days of direct response
18:44
back in the 90s and the early back in
18:48
the 90s I started in 94 where we had the
18:51
same type of problems discoverability
18:52
how do people even know about it you use
18:55
voice every day if you ever ask your
18:58
your phone
18:59
Google where's the closest McDonald's
19:03
wait hello
19:04
that's voice okay you know I asked you a
19:09
tip to share and what I found
19:11
fascinating is that you said have enough
19:13
money to market it period which I how
19:17
many people do you hear online saying oh
19:19
you don't need to spend money you got
19:20
social media just share it and people
19:22
will share it it's gonna go viral what
19:24
that tip that one tip alone I think is
19:27
one of the most important things you do
19:28
need money everybody needs money I need
19:31
money to market myself right you can't
19:33
do that I'm so I get so sick until you
19:36
go okay stand back Wendy's gonna you can
19:39
do it you can do it and years ago you
19:41
could even do it for sure
19:43
unearned and paid media blah blah blah
19:45
there's the SEO Jun I don't do SEO why
19:49
the hell like I'm sorry why do I do
19:52
why would I do SEO it would depend but
19:54
that to me SEO is a total waste of
19:56
a total waste of money people-people
20:01
well if you're not paying for it then
20:03
it's not a waste of money but if you are
20:04
paying for it and then if you're bidding
20:06
and you're giving Google any kind of
20:08
money for any kind of ad or anything
20:09
like this forget about it the only
20:11
people who who benefit or the people are
20:15
the digital agencies that are basically
20:17
saying okay we need 10 grand a month for
20:19
SEO or we need 5 grand a month for SEO
20:21
or we would know whatever right there's
20:24
there's there's just um you you have to
20:30
have money you have to have money you
20:31
have to have money and you have to have
20:33
smarts and you can't uh no no I'm not
20:35
saying listen I'm not saying you have to
20:37
have a bunch of money to pay a digital
20:38
agency to then do all of your Facebook
20:40
ads and things like that you you you can
20:43
teach yourself all of that stuff but if
20:45
you don't have money to pay the people
20:47
who really do know how to do it so that
20:50
you can do what you do best then one of
20:56
the things I like to say is stay in your
20:57
own lane and your lane might get a
20:59
little bigger sometimes or a little
21:01
smaller but do what you're good at and
21:02
you do need money to hire those people
21:05
that are good at those things that a
21:07
maybe you just don't have the time nor
21:08
the inclination or the desire for me to
21:11
learn something new I I let I let other
21:14
people do it I I spend money because
21:16
that's the only I believe just like you
21:18
do you have to spend money I just I love
21:21
that was a great tip so when you want
21:23
your superpower oh I think my superpower
21:26
is being super creative I can i I wish I
21:30
would actually here's an example I was
21:31
on a call yesterday it was two hours
21:33
long and here I'm listening listening
21:35
listening listening listening listening
21:37
right and I know this person then the
21:39
whole time I'm thinking you know she
21:40
does this and she does that she's just
21:42
this and she's got this many followers
21:44
and she all all of these things but
21:46
still we can't really figure out what it
21:48
is that she can sell how do you put that
21:50
again so I looked at her I'm we're on
21:52
zoom and I said okay now imagine you
21:55
have a bottle right and you have to put
21:58
something in that bottle that somebody
22:00
is going to find is valuable that only
22:03
you can put in that bottle and then what
22:06
would you put in the bottle I said
22:08
that's what you got to figure out
22:09
because
22:10
you you're not selling this this this
22:13
this this this and this there's one
22:15
thing that you're selling so figure out
22:17
what that is and I already know what
22:20
that is I'm I can't tell her I'm gonna
22:21
make her do that work but it's it's I've
22:25
always had this knack for being super
22:27
creative when it comes to positioning a
22:29
product a product is a person place or
22:31
thing it's not a product it's not a cup
22:34
right it is a cup but it's everything a
22:36
product is you you are the product your
22:38
show is the product and always just
22:41
finding that unique selling proposition
22:43
and how you do that cost-effectively fun
22:46
engaging and intelligently at the same
22:50
time and that's really my superpower
22:52
that's you know I didn't build a company
22:55
that has lasted 20 I formed it in 1997
22:58
see spot run but I've been in this
23:00
business for since 1994 cease-fire i was
23:04
form in 1997 and yes i I did that one
23:09
brick at a time with never with any
23:11
intention of where it actually and how
23:14
it actually became what it became so
23:17
you're you're obviously doing a lot of
23:19
things right
23:20
III you're in a field that I normally
23:23
pride myself on knowing a lot about you
23:26
know the technology I call myself a geek
23:28
and I all that stuff I love very little
23:31
with that voice and I want to thank you
23:32
because you just gave me something that
23:34
I can go do for myself and I'm sure your
23:36
giving you have given a lot of people a
23:38
lot of great ideas just sitting here
23:40
listening to you talk I could listen to
23:42
you talk for hours unfortunately we're
23:44
getting ready to close the show I want
23:45
to let people know how they can get
23:47
touch with you first of all you have
23:48
mentioned your your podcast so all you
23:51
guys have to do is go to your you know
23:53
say to Google hey Google Play the Wendy
23:55
Cooper show speaking of age okay good it
23:59
didn't go off yes yeah that's so and you
24:03
did mention you or you can or actually
24:05
you know Karen you can find you can find
24:07
my podcast anywhere you download your
24:09
podcast I know I know and on YouTube
24:11
people can actually go and check you out
24:13
as you did mention oh and your website
24:16
is phenomenal you've got your videos
24:18
there you've got your all those things
24:19
people go check it out Wendy Cooper comm
24:21
you can also go
24:22
to WWCC spot run calm if you want to
24:28
follow and you do I'm telling you you do
24:31
you want to go to Facebook and go check
24:33
out facebook.com forward slash C spot
24:36
talk and on Instagram you're gonna go to
24:40
the Wendy Cooper show and on Twitter
24:44
C spot talk okay now can I can I say
24:47
something I rarely post on Instagram
24:50
I'm very little on Twitter okay if
24:54
anybody if anybody and on my Facebook
24:56
thing as you know is not working my
24:58
Facebook page so if anybody wants to get
25:01
a hold of me I want to say this you know
25:02
if you want to get a hold of me you want
25:04
to talk to me and you or you want you
25:06
you want to have a little bit of a
25:09
consultation or whatever it is about
25:11
your personal brand and how voice or
25:13
doing voice create whatever it is your
25:16
podcast whatever it might be just just
25:19
call me or send me any me email Wendy
25:21
Cooper at matcom that's the one thing
25:23
you didn't ask me the dot-com I am
25:30
putting this into the stream right now
25:32
this is how they can reach you Wendy
25:35
Cooper at Mack come do it
25:36
you are a wealth of knowledge you are a
25:39
wealth of knowledge any last-minute
25:41
thoughts before we say goodbye to
25:43
everyone yeah I forgot to say this if
25:45
anybody needs original music or Sonic
25:47
branding you want a logo like a ding
25:49
ding ding like a Netflix kind of thing
25:51
that we were doing that too ok so we're
25:54
creating all of this original music for
25:56
people's podcasts and their intros their
25:57
outros whatever it might be but yeah I
26:00
have a partner that I'm working on that
26:02
with that but that's very important to
26:04
your brand is your sound of your brand
26:06
agree so no Karen you know I hope
26:10
everybody survives the coronavirus and I
26:13
just want everybody to stay on stay
26:14
healthy and and stay well stay stay home
26:18
guys stay home and stay well and stay
26:20
healthy as as Wendy is saying I'm gonna
26:23
drop you into the green room for a
26:24
minute as I do my super boomer moment um
26:27
and I'll be right back to see you thanks
26:29
Wendy so this is the time that we do the
26:34
super boomer
26:35
moment of the show this is where I talk
26:37
about something that that struck me in
26:40
particular there were so many moments
26:41
actually but the one is actually the tip
26:43
it does take money guys and you know I
26:46
hear all the time well I'm just gonna I
26:49
don't have any money I get that I do get
26:51
that and that's where social media comes
26:54
in but as you start to build and you and
26:56
you get some money coming in throw it
26:58
back into your business guys that's how
27:00
you're going to continue to build it is
27:02
it is not all about the money but you do
27:05
need money guys we want to thank you
27:08
because we know that you have a choice
27:09
as to where and how you spend your time
27:11
and you chose to spend it with Wendy and
27:13
I today and for that I am eternally
27:15
grateful
27:16
go out and give somebody an awesome day
27:19
and we'll see you next time on the next
27:20
episode of the super boomer lifestyle
27:23
show goodbye everyone