The Changing Content Landscape: How to Excel

0:02
So hi, Paul. So we’re here today. So we’ve been trying a new format, I suppose today, having a bit of a very informal natural over lunch. And I thought a good topic would be for us to chat about will be a bit about b2b marketing. So I know you and I have been I mean, you’ve been a big inspiration for me in terms of some of the stuff you’ve been doing, particularly some of the tactics you’ve got around sort of getting out there and social media and stuff like that. So I thought we could have a bit of a chat about that. So whenever we chat, we always seem to learn new stuff. I always learn new stuff anyway. So I got to try that I got to try that. So I think it’s good way for us to try but the new format, really, what do you think

0:35
of Chris breaking stuff, I use a product or a tool, and then my brain just automatically thinks I don’t want to use it like that. I want to do something else with it. I’ve got an idea. And I’m going to now spend hours going down rabbit holes, and it didn’t work. So

0:48
what do you think’s happen because it feels to me like, during the pandemic, the whole sort of scene has changed. And now we’ve had social media going on the background. But the whole, the whole sort of scene has changed in terms of like, how to get ahold of people, particularly the b2b space, I mean, your background sales, right? So I mean, how to get ahold of people. How do you think, how do you think that’s changed? Because it feels like it’s all about social media, we’re talking about Facebook versus LinkedIn. How do you what’s your kind of view on how it’s all changed? Because it’s, it feels dramatically different typically when money’s being spent.

1:21
So I think it’s harder to get noticed than it ever has been before. And what that does for me, it makes it really hard for people who aren’t experienced in the field, you’ve got a lot of salespeople, and a lot of sales. A lot of salespeople combined with a lot of founders. The founders are just trying to get along, just try and do their job. And salespeople just try and do their job. But sales. There’s a lot of lazy salespeople out there, who were just using things like chat GPT, and stuff like that, just to just to get across. And you know what, it all stemmed from asking people for the wrong metrics for me, like you target people on how many people have you contacted today, that’s not driving revenue for your business, or people going to do is going to go up at a rather slow week this week. So I’m going to touch on another one that counts as the matter what the quality of the torch is, as long as I can see, I will take that KPI so I think, yeah, I think COVID has pushed a lot more focus on online. And I don’t think the salespeople have really moved back from that, because nobody likes cold calling people and nobody likes to go into face to face sins anymore. Everybody’s lazy, right? They know they can touch 2030 people in a day through digital contact, rather than make phone calls that might go on for an hour. That’s dangerous. And I have to be, I have to think,

2:41
do you think it’s still a volume play because it was used to be like a volume play, which is gonna reach out as many people as you possibly can? And then some of them will come back? Is it still a volume play? As it changes? Do you think the dynamics have changed a little bit? Because now it’s, I suppose it is volume. And social media allows you to get to a much larger volume. But then it’s also about engagement, right? Because Because like some of the style that that we’ve been chatting about, like different styles of work, trying to get people engaged really, isn’t it?

3:05
Yeah. So if I think about, think about outbound sales, their play has been volume and lazy. People play volume all the time. And I started knocking them out with some people who were ridiculously successful at sales. And actually, they’re the complete opposite. They’re like, No, no, I’m not doing more than like maximum is 2530 emails a day to the right people that I’ve researched, and I understand them a bit. Like I know their niche, and I know their industry. And I think that’s why Content Market and social is becoming a lot more popular because it allows people who don’t have that experienced sales skill set, or have that resource in house yet to be able to still reach quite a lot of people. And I actually think it’s more productive. Like I look at those guys. I laugh at them. I’m like, Guys, you put so much effort into all of this. And it’s brilliant, like some of the stuff that come up with some isn’t. But my guys, a couple 1010 leads inbound over the weekend by content. Like I didn’t really have to do too much with it.

4:05
There’s so much out there now. And it seems like that’s it’s accelerating thing because of the tools are relatively straightforward to do. The expertise and the SME process I suppose in the background, the subject matter expertise is hard to replicate. But the tools themselves are quite easy to replicate. Do you think there’s you think there’s too much out there? And I suppose then I suppose the other question is like how do you get above the noise? Right? If there’s if there is a lot out there. What do you think about that?

4:28
Think think about tools for example, there’s Chuck GPT has made this far worse because now there are like when there were a million tools before there are a billion tools now it’s ridiculous. And you can’t just look at the brand that’s made the software and go all that will be rubbish because you don’t know them. Because actually the best a lot of the best tools are made by really small software I was at nobody’s ever heard of until now. And now you can you can make apps with no cord now right very easily. And so there’s salespeople out there a market and people Those who are not seeing a problem that they have, and then building tools that bridge that gap. So, yeah, it’s harder than ever to find tools that fit your need. But what I would say to people is, don’t pay the Megabox for the tools that have been accepted in the past because they’re not fit for purpose anymore. There are tools out there that will just blow your mind and fit you perfectly. You just need to put the effort into finding them. You know what, like, for me coming across district district was perfect for that. Yeah, you use it for the filler words, I use it for filler words, because I might, everyone’s conversations full of filler words, you just don’t hear it until you see it on the screen. So if you’ve never used the script, like if you watch a lot of like the scripts basically takes like audio or video and transcribed it down into a Word document, that you edit the Word document. And as you edit the Word document, it moves the video and audio about automatically, which is really hard to do. When you’re doing like just video based editing that’s mind numbingly boring. Transcript transcription is a mix that 10 times simpler because you can take in words 100 times faster. And then it takes out all the filler words for your as well, which makes it keeps the audio and video the same if you want it to just correct the transcripts or tech, yes, more complicated than ever harder to find what you want, but more likely to find tools that you do want to use that are better fit for you specifically, under or cheaper than they’ve ever been in fairness. What was the other half the question, Chris, I can’t remember, I can’t

6:27
imagine I’m thinking about thinking about I’m thinking about how it’s different how it’s different. The other thing I find is how it’s different when you the way we talk and very different from the way you write. And it really comes across when you’re doing the video, the video stuff, right in terms of the way we talk and using filler words, and you don’t necessarily understand hear yourself using filler words. And even when other people are talking, you don’t hear the filler words. But when you see it written down, it becomes really obvious. But also the way we construct sentences is quite different in terms of the way we talk or the way we write. And I find that really quite interesting. If you have to change it around think in terms of converting it to like articles and those kinds of things. That’s where there’s a bit of work. That’s

7:03
where I use things like chat, GBT because that’s perfect for summarising those sorts of things to get your thoughts in order. So you can feed it like you can’t feed it the whole transcript, you can feed it part of the transcript and call tell me what the main takeaways are from this so they don’t have to sit and sift through it. Where’s the break points in it? Where’s the interest in not right? And then you’ve got them. Now you build out on that. And you can ask chat GPT two point. But add your ons different stuffing over the top. And that’s where I’m finding people excel now is the people who can use tools like Jack GBT to enhance what they already do. Well, no, that’s making them superstars and far more productive superstars in their work. And the people that just want to people who choose the path of least resistance as per just making them even more obvious, because anyone can spot that.

7:49
Now, what about channels? I know you do a lot on LinkedIn, I do a lot in LinkedIn. And my experience was LinkedIn is probably pretty effective in terms of being for the SME space, which is really where I do videos. LinkedIn is probably like the most effective versus others. But do you what what about Facebook? I mean, I’ve heard quite a lot of feedback around Facebook, if you particularly want to get to a mass market audience, I mean, it’s it’s a huge industry, huge market there versus LinkedIn. And the dynamics are different, aren’t they between LinkedIn is a little bit more corporate, maybe there’s different kinds of dynamic than say, for example, in Facebook, that would be

8:20
it’s funny. So I do post on Facebook, I’ve just started posting in the last couple of weeks. So my potted history with Facebook is I came off 15 years ago, because it’s made my blood boil because it’s full of trolls. I had people who were horrible to other people. I like LinkedIn because it’s just to your points more professional. So people generally don’t troll other people, certainly in public. And I’ve had very little experience with it. And started now if you’re watching this started, now you’re in bother like I’ll be love you. But a Facebook, I started over the last couple of weeks. And I think I’m quite fortunate because my tone and personality in my post is quite informal anyway. So yeah, I can imagine from a corporate point of view, you probably struggle with Facebook. I think for startups, I think it’s perfect. Yeah, more or less replicate your LinkedIn. What still, I would encourage people. My thoughts are one stop, because start in putting stuff out there is better than not putting anything out at all, but then refine it because you need to differentiate how your Facebook is different to your LinkedIn. Different. You’ve got to think like Facebook, you’re talking to people who start eating their tea at home at the dinner table because the browsing their feed, and they’re looking at their friends and family you’re in amongst all of that. How do you want to appear in that feed? Versus when you appear on LinkedIn and you’re in amongst all the other CEOs and founders and sales professionals etc who are on their market. That’s a different setting, if that makes sense.

9:47
The arguments was used to me was that while CEO and founders are still at home eating their tea as well. And there was a there’s an interesting stat that was used. It was around like the dominant or the number of users bye bye Almost like social media, and the amount that Facebook basically dominates the top of that list, it’s like the top five, or the top four out of the top five, are all Facebook related via either Instagram be it sort of Facebook via WhatsApp, I mean, it’s there. It’s really quite dominant in terms of users, things like Twitter was way down. It’s I use Twitter a fair bit for news, but it was way down. And so it doesn’t. It might be important to me, but it’s not necessary important in the wider picture. LinkedIn just seems like it’s very niche, but an important niche for our industries. I think the problem is, this is out on LinkedIn. And hopefully this is out on LinkedIn as an example. Right? So LinkedIn is my go to right. So

10:37
I think the problem is, most business people use LinkedIn for business reasons, and they understand how it works. And they probably used to using Facebook for personal reasons. And it feels like a bit of a transgression, to write on Facebook, about business stuff. And I don’t think it’s true

10:55
is that just because we’re old, though, is that just because we’re all old? You’re You’re younger than me, clearly, I don’t have one of those filters. I was playing with the Snapchat filters last night. The other day, between either making me look like I was 20. And then the other one was making me look like I was old. And the one that made me look old. Was Was scarily familiar.

11:20
But not too far away. Yeah. Yeah, I think. I think you’re absolutely right, CEOs, founders, whoever you want to reach, they’re probably on Facebook. All right, the problem that you’ve got is, when does it When did where do you stop? Because you can’t possibly be across like, without becoming a zombie that’s attached to their phone 100% of the time, how would you get across all of the socials and be successful all of them all the time, you can’t. So my advice is pick one, maybe two that you want to focus on heavily. And then try your best to, and take this with a pinch of salt automate as best you can the others. So not completely automate them. But but do enough that you don’t have to focus on them all the time, every day, you can put a bit a bit of effort in now and again, and that way, you’re getting views and you’re getting access to that platform, but you’re not wasting time that you could be using, let’s be honest, there’s a billion other things that founders and CEOs need to be doing, you know, from finance, to investment to running the business to policy development to all the rest of the stuff that we’ve got to do. And for me, that’s that’s why I started travelling was just, I wanted to be able to take that off someone’s plate, not necessarily the whole of social media, like I don’t want to do that, a chunk of that where you want to do it. Well, let me do that for you. Not, I’m not going to train you on how to do I’m not another LinkedIn trainer, because I’ve seen LinkedIn trainers.

12:42
That’s kind of like there’s a bit of it, there’s a bit of an arms race, it can content and volume of content. I mean, I just looking at podcasts as well. So like podcasts with lots of podcasts that are out there. You know, I think there’s all these different formats that are basically expanding like this. And that and the amount of time we actually have to observe this stuff. If I’m like the customer is getting shorter and shorter without you just getting something like what do you look at? Right? Do you think there’s too much? Do you think there’s too much mature

13:09
I saw a stat the other day where it’s like, I didn’t do the research, so I can’t see it anything but sounds right. There was something like only 750,000 podcasts globally that have made it past episode 10. So a lot of podcasts out there, but most of them don’t make it past episode 10. And from launching a few myself, I’d be willing to bet it’s because of the initial download numbers unless you sponsor and it boosts net and promote them very heavily with serious budget. Most people don’t. So no, I don’t think there are too many podcasts out there. I’ve talked to people who were like, I wanted to do a podcast, but there I’ve seen at least one other in my industry. So I’m not going to bother. You can do three things right you can be first to market with what you do, which happens once in a lifetime. You can be best in the market, which takes a huge budget, your apples, your Nikes of the world, or you can be different and as long as you’ve got a unique viewpoint for your podcast, and then disseminated so like to your point i People don’t want to sit and experiment with watching a new podcast for 30 minutes before like it or not. So getting a few 32nd chunks on your LinkedIn feed and let them decide when they want to watch it. If the content is good enough, it will drive people to the podcast. If it isn’t, we’ll do something different.

14:24
I was looking at YouTube YouTube videos. So I do look at greeting I use YouTube actually I’ve also got YouTube shorts there but but one of the one of the guys one of the guys that seems had been this countdown there’s been this countdown piece he’s getting like millions of views. So what he does is he the 100 days of countdown, and he counted down from every day kind of down from one down to zero to down to 03 down to 01 every day and then the end it was getting like I don’t know one and a half million views or that it was just like there’s this stuff out there’s it’s just madness right and he’s what is what is driving that from, from, from an observer have a point of view in terms of the curiosity, I can tell you getting 1.2 million from discussions around collections, technology and processes is a bit of a pipe dream. I don’t think that’s ever going to happen. I’m not sure that’s the target market. But it is amazing that there’s there’s so much out there. And some videos just do incredibly well.

15:20
I just think like, it’s horses for courses, right? There’s so many different ways you can use social media. And you know what, you’re probably the third person this week to tell me that they use YouTube a lot more than they’ve ever done. And I never saw YouTube as being a place where I thought you would gain business traction, right? And yeah, I’ll launch the podcast on their mid April. Yeah, early to mid April. And we’re now cited nearly 70 subscribers, and we’ve never really promoted it. We’ve never really paid, we’re not paid for anything in nearly 70 subscribers. And considering most of the videos are 30 seconds to a minute and a half. It’s just a podcast broken down into segments, right? Like 29,000 views, YouTube shorts, in what, six weeks. That’s immense. And I never thought because I don’t use YouTube like that. My son watches stuff on there. He likes to ease into his trains and Lego and stuff like that. He’s five, he likes to watch stuff like that. But I’ve never really considered YouTube for me. Other than maybe educational, like how to videos. That’s where I use it. It’s like how do I do X, Y, and Zed. Even then if there was a written guide that was comprehensive enough, I probably still rather than written guide. Because I like to watch things with the sound off. I don’t like to disturb family time, if I’m gonna watch something like that. I just want to quickly see it, store it. And then the next day, I’ll use it.

16:34
It does feel like YouTube’s increasing become particularly for long form content. I think it’s becoming increasingly important for the educational stuff. I think it’s becoming like a new TV channel. And that’s the kind of where they’re going isn’t anything is it is interesting. What happens with things like tick tock talks actually has lighter, lighter restrictions around length of video than YouTube does. Like on shorts, you can put more than a minute in, or it’s 1515 seconds to a minute, I think on shorts on

16:57
YouTube. Yeah, like, I had a video that did 1600 views within the first 30 minutes. And it was like, five seconds long. But then, I think there’s probably quirks to each of those platforms as well. So probably has some sort of stuff in the algorithm around how much percentage of that video got watched. And if you’ve got a shorter video, and people are more likely to watch the whole thing, then it tricks the algorithm into it. So probably very short clips do really well on YouTube, as a result of the fact that it’s tricky. It’s it’s probably weird. I don’t know what that is simply watching the show from YouTube to help us out. Tell us how it works. Cuz

17:32
I’m sure there’s a there’s actually a video on that. I’m pretty sure there’s a video that I’ve seen

17:37
GPT or tell me.

17:40
I mean, I mean, I suppose and how much is how much do you think is too much. So we’re in this sort of like, when I write about my site around the attention economy, and I’ve written about that before, I’m going to do a little piece on it on my site. But we’re in this battle for attention in this battle for eyeballs, we go for quality of content, or do you go for volume?

18:01
I go for both. Like, the point you should stop producing content is when you stop adding value, if it’s not interested, don’t produce it, if it’s adding value, do it like and the more the better. Because you know you’re in that race against other people. The only thing you really that you should be considering is how does that play into the number of views that you get based on the allocation from what So LinkedIn is notorious for the algorithm might we do to Boston? Or do you get slapped on the wrist do three, you get really slapped on the wrist? You do any more than that’s pointless? All those sorts of things, which frustrates me, but I understand it at the same time. So if you want to play that game, my thinking on that is yes, to an extent. But make it for your audience. If you’re doing it for the right reasons, you should be fine.

18:44
And what about viewer fatigue? So this is why to your advice from us from a sales point of view, which is raise around volume, right? So if you get out there, you know good content, because you always have to say you have good content. But if you get out there and you’re putting volume out there, you’re gonna get fewer fatigue where people will just turn off a lot I’ve seen Paul for five times five times this week already. I don’t want to see any more

19:09
long sword not in

19:11
so versus versus versus are there some some fresh content that’s coming in? So I even I got back to YouTube and there’s some people who post every day and is that better versus waiting for something that’s going to be a little bit late, it’s going to be a little bit more sort of information rich, but is then maybe a little bit longer, but is going to be a little bit less often.

19:27
I think it’s that battle of consistency versus virality. Right, like viral posts don’t drive business. So I don’t try and write viral posts I write posts or I record posts that will intrigue my audience will anyway and yet probably people will go all I’ve seen three videos of Paul today. I’m not watching that but the point for me is that they’re becoming familiar with me. And as long as that contents not annoying them or they might skip past the video but my watch the video as long as that content not annoying them and causing them to unfollow me. Then it’s doing its job because it’s almost like it’s promoting my brand with my clients or my future clients, right? It’s on establishing that I’m there as an authority and each other all that, like some people are uncomfortable with that

20:18
I can, I can hear that the thick skin of a Salesman there with your experience, and it’s like why I get visibility, any? And it was they say any visibility is good visibility, or, I mean it kind of kind of add a little a little bit anyway. So yeah, negative stuff out

20:32
there. To an extent I’m not one for clickbait, right. Like it took me forever to write book lines. And everybody bangs on about four clients on LinkedIn. Honestly, I don’t think that make any difference whatsoever. I’m not a pro copywriter either. So I haven’t spent years honing my skills as a copywriter. So maybe I just don’t do it well enough. But I’ve still this hook line and write a viral post in three days, I’ve never had a viral post, I’ve had some that have done well. And they’ve all been personal posts that, you know, and again, like that’s a valid point, right? Like, I’m also not saying don’t do personal posts, because I think they’re a big part of the difference that you can make. As with a personal account on LinkedIn, let people see underneath the surface a bit. Like everything’s not hunky dory, that you don’t always you’re not always winning, you’re not always hustling, you’re spending time with family, because people want to know that the better people get to know you, the more likely they are to come to you as a client.

21:21
I do think I do think the authenticity piece is important. These are the videos that I do, try and emphasise that around authenticity, because I think people want to buy from other people. And they want to buy from people who know what they’re talking about. They want to buy from the they’re interested in hearing about what’s really going on and sort of like that authentic pneus rather than the things being over over amplified to a certain extent, I think maybe that’s just my background. And, you know, in opposite financial services, which is I’m straight to the demo and seeing what it actually looks like rather than the the nice, the nice PowerPoint to a certain extent or those kinds of things. I think that that’s I think the authenticity, I think comes through, in particular when you’ve got a lot of a lot of content that’s out there.

22:02
Yeah, yeah. And I try and mix it up, right. So some of my stuff’s like evergreen stuff that I’ll post every few months, or every few weeks, if it’s about the business, I want to want to get my offering out there. Like that’s not going to massively change, I might tweak how I see it. But ultimately, some of the content is going to be the same. Because I’m constantly getting new followers and new connections, and they’re like everyone else needs to know what I do. Now, because I had a great quarter, that is the only person that gets bored of your content is you. Because you’re seeing it specifically over and over again, most of your audience, and that’s where the LinkedIn algorithm works, right? It’s there to feed stuff to people that they haven’t seen before. And it does a read article, I think they do quite a good job. I’m a bit fed up with all the paid adverts that I keep seeing my feed at the moment, especially on mobile. They’ve gone overboard with that right now. I think I have to wonder how much they’re charging for that. Because it’s always being businesses or really like yeah, consultancies. Anyway,

22:53
that’s why I think the authenticity cuts through that right. So it’s a little bit different. I love what you’re saying about getting boarded that you just wonder how much I don’t know, you too, whether they’re sitting there and they’re singing the same songs again, for the umpteenth time, and sort of trying to keep it fresh and light. These guys are pros, right? I just think it’s amazing. They think about some of the biggest styles probably get bored of their content as well. But they keep it fresh, right? They gotta keep it fresh.

23:14
You go back to like, contact centre scripts, right? And this is one of the conversations we had in the early days right was contact centre scripts and rulers or don’t give your agents a script because it’s an empowering doesn’t empower them. Yeah, but Elvis sang the same song on stage every night to three years. Nobody said he was on inspiring did the on empower. It didn’t look what it was doing. All right, I enjoyed it. I think it’s, it’s about how you deliver it and make it yours. But it’s everybody that’s out there. That’s that’s all these things. Like you probably haven’t even started yet. And that’s important. It’s just start. All these things that we’re discussing, ultimately are irrelevant if you don’t post regularly worry about these things once you’ve started posting, but just start because then you’re ahead of 99% of LinkedIn.

23:59
As as always, I’ve got someone at the door during the middle one of my videos. That’s the other occupational hasn’t had as well. I think we both have to a certain extent. But it’s a point. Where do we go from here? Do you think so? Last time? We’re over time a little bit now. But what’s next you think? AI bots? You talked about chat GDP already.

24:16
You know, my mom was talking to me about this again this morning.

24:19
While I’m talking about chat GDP again. Or? Yes, she

24:22
was talking about Chachi VT but she didn’t call it that. She calls it AI. That AI that that’s the singularity AI that’s gonna kill us all. She remembers Terminator two. That’s the problem. She thinks she’s living through Terminator two right now. Bless her. I always talk about my mom and Alma she was like along the one puppet moment with her this morning. I was like will you stop watching the TV for crying out loud up bloody news is killing my ears. And she says it’s gonna take everyone’s jobs and they start your clock. Yeah. All right. The next time you see someone with a shovel tell him to stop shovelling because it’s unfair on those 20 Guys, teaspoons behind him. It’s not taking all our jobs. It is Gonna be part of the future, whether we like it or not, the key isn’t blindly using it. It’s finding ways to augment what you already do and make what you do better. So if you currently write rubbish posts, it’s going to help you write average posts, if you write good posts gonna write help you write excellent posts, if you don’t write anything at all, and you just asked Chuck GPT, it’s going to put out rubbish and which everybody’s going to spot. And by like, I’ve got a friend of mine who’s releasing a sales tool soon. And it’s essentially it’s going to look at who have they’ve sold to before who their clients were, who the stakeholders were, it’s going to find similar accounts out in the wild, it’s going to search the whole of the internet for businesses that are similar, it’s going to find the right stakeholders, it’s going to suggest them as leads, and it’s going to tell you what to write in the email. Brilliant. But his whole point with it all is this still, at no point replaces the salespeople. And it’s a great example, right, it doesn’t replace and it can’t replace the salespeople, because you still need to have that human relationship. All it’s doing is changing the dynamics of the conversation. So you’re no longer providing the information, you’re no longer opening the door, what you’re doing is you’re closing the deal, building the relationship with that person, you can concentrate on the human stuff. And that’s, you know, I

26:22
mean, I think it’s a it’s going to be a big time saver for most folks, for how much people realise I think, as the people are using it, or no, but I also think, am I right the other day, I think once you start using it, it’s very hard to stop. It’s that it’s a bit like it’s been like the washing machine, right? So before we did the washing, we’d all do the washing by hand. Now, we can’t live without a washing machine or the car, or those kind of things. And once you start administering the cats out the bag, I think in terms of using it because it just saves so much time and there is some skill in using it to like how you actually write it or how you actually use it, how you actually integrate it. And chat. GPP is only just there’s only one of many forms, right? There’s other ones that are out there as well. There’s open source ones that are out there. And I think you’ll start getting embedded in everywhere really

27:03
do because like, How can I still I can’t use any improperly but the Amazon device that’s up there. How can it still not understand, like structured conversation? Can you turn the lights down and put some Bon Jovi on? I don’t know what you’re talking about? How can you not know what I’m talking about? I think there’s so many ways who would have thought I was dead against having voice assistants in my house. At one point I was like, I’ve don’t really see the point don’t really find it useful. And you know what, with a five year old, I’ve got one in every room in the house now. And we have music whenever we want it. And he’s he’s been brought up on very limited TV. Not very much music. And that’s nice, because when I think when I was a kid, I had to get the old record player out of the tip decks outlet, rewind the tape, I wanted to play I want that song on that the fastball would pass Kylie Minogue and get to the lightning seats or whatever I wanted to get to. Now you can just you can ask it. What’s new music? I’ve never listened to

27:57
it. I do think it takes some of the mundane tasks away, depending on which which form it is that allows you to be more creative as well. So I don’t think it’s it’s doesn’t replace stuff at all. It just allows you to do different things. And I think it’s very interesting. So Paul, I know we’re out of time run over a little bit about thanks very much. Thanks very much. Everyone else who wants to that’s, that’s fantastic. I hope you like new format, and we’ll chat soon. Thanks for Thanks, bye. See ya