# Swell AI Transcript: EP 45.mp3

INTRO:
What if you could build a business in the modern world as big or as small as you want without having to compromise the things that were the most important to you in the very beginning? This is the Wealthy Consultant Talks podcast with Taylor Welch and Mike Walker, and they share with you today their learning lessons from stories in their experiences over the past 10 to 15 years and share with you right here, right now. Let's get into it.

Mike Walker:
All right, all right. Welcome, my friends, to another episode of TWC Talks, the Wealthy Consultant Podcast. I'm super excited to have with me today a very special guest, an actual member of the MDC family as well. So she's even more VIP than the rest. But excited to have you here, Marlee. Thanks so much for joining me and sharing your knowledge with our audience. I know we're going to get a lot out of this one. I've been looking forward to it.

Marley Jaxx:
Oh, me too. This is going to be awesome.

Mike Walker:
Cool, cool, cool. So let's just do, you know, of course we got to do the little intro here. So give us the little reader digest version. What's your background? Where are you from? Where are you doing? All that good stuff. We want to know.

Marley Jaxx:
Sure. Well, my name is Marlee Jax. I have a production company, Jax Productions, and we started as a little social media side gig when I was a dental hygienist, which I'm a very creative person. So cleaning teeth all day is not very creative, very boring. My, the way that I would entertain myself was by telling different stories to different patients throughout the day. And then that I think that's what grew my storytelling ability. As a kid, I always I used to like steal my dad's video camera and make movies. And then that turned into my career when I when I always had the dream of like, I want to make movies in Hollywood. Now I kind of get to do that for entrepreneurs on their YouTube channels in their social media content. We make disruptive content that builds client builds entrepreneurs into an A-list brand.

Mike Walker:
Amazing, amazing. And that that's that key word, right? And one of the words in the title of this episode, you know, the power of disruptive content. So let's go straight there, because that's that's what's like near and dear to my heart, especially like, as I learn more about you and what you do and what you bring to the market for your clients, I think is just exceptional. Because it's one thing to produce content, it's a whole nother universe to create. good content. And then I think it's another even layer on top of that to create disruptive content. So what do we mean when we say disruptive content, number one, and number two, what is the power of it? Like, why? Why is it important? And how would how to pertain to a lot of different types of people that may or may not necessarily view themselves as a quote, unquote, disruptor in their in their environment?

Marley Jaxx:
I, it's funny, I'm doing a challenge right now and someone was like, I don't see myself as a disruptor. Like I'm really a peacekeeper. And I was like, well, you know, Gandhi and mother Teresa were disruptors in their time too. It doesn't have to be that you're like coming out and being controversial and, and mean and polar, but you know, we do want to have, uh, you, you're taking a stand, you breaking the status quo, shaking the status quo. And something that I always say is we create content for the 1%, like What is 1% doing? What is the 99% doing? If you want to have what the 1% have, you have to do what 99% are not willing to do. And we think about what 99% are doing. They are eager to fit in, but fitting in is failing. They are playing it safe, but playing it safe is risky. They're avoiding criticism, but avoiding criticism is boring. Great book from Seth Godin, Purple Cow. He talks about people who have projects that are never criticized are the ones who ultimately fail. And if you think about the people, the businesses, the brands that are iconic, and constantly talked about, they they're not status quo, because people don't rave about ordinary. So when we talk about being disruptive, it's being willing to take a stand and go against the status quo and bring out a different belief.

Mike Walker:
Amazing. Amazing. Yeah. And so that's kind of something that has come up over the years for myself, working with a lot of different clients and helping them bring their message to the world is, you know, one of the first things they inevitably face as we put them in on a, say, a bigger stage, right? Like we start getting them some attention outside of their initial warm markets. they quickly discover there's a whole lot of trolls out there, a whole lot of, you know, negative Nancy's, whatever you want to call them, that, you know, will flood their their posts and comments and do the things and, and my response to that is like, Hey, congratulations, like, there's no one famous that doesn't have haters. And I tell them that specifically, I'm like, if you don't have haters, you're not going big enough, you're not famous enough. And so I try to make them switch it to become like a badge of honor, you know, it's like, Oh, congratulations, you got some like, you're actually somebody now, you know, and I think that reframe really helps people not to say that it's not difficult, though, you know, like, it can be scary to put yourself out there and become a disruptor. And to the point, like you said, you know, this person was like, I don't know if I view myself as that. So how do you get someone to become more confident and comfortable to put themselves out there to be a disruptor like that? That's, that's a can be a scary thing for some people.

Marley Jaxx:
For sure. And it can totally be like a muscle that you grow. I would say about myself, even a year ago, six months ago, a negative comment could affect me, trigger me. But then it was like the more that I created content that I had to ask myself, how much do I believe in what I say that I'm creating. It just became more of, you know, if someone didn't like it, it was like, good, you know, more if you have people that like it, and don't like it, they still both talk about it. I did a documentary at the beginning of this year about cancel culture. And we for a day, like broke our corner of the internet, because we did a pretty big social experiment where the whole video is an experiment to see if I can get myself canceled. And the way that we did it was, um, It's cool because when you're watching the documentary, and if anyone wants to see, you can just go to my YouTube channel, look up Marley Jax.

Mike Walker:
We'll link to it. We'll put it below so you can check it out. I'm excited.

Marley Jaxx:
It's quite the ride. I don't know if I want to give it away, but in the documentary, my mugshot is leaked by a big influencer. And behind the scenes, we just went silent to watch what people were going to do. And then at the end, we reveal what actually happened. And so for the public that was going through it, we had people that were like, Oh, yeah, we knew Marley was crazy. And some people are like, is Marley okay? And why are you posting this? And, and in the documentary, there's, there's quite the plot twist at the end. And it was really cool. We won an award at the Manhattan Film Festival and the LA Documentary Film Festival. And it's cool to be in a theater watching people watch it, that the plot twist at the end, they're like, whoa. But what I'm trying to get at with that is When we created that documentary and we did that social experiment, which now we call a docu-stunt, a documentary publicity stunt, we had an outpouring of people that were like, that was brilliant. That was incredible. I've never seen marketing like that. And we also had people that were like, you are a terrible person. You emotionally manipulated us. How dare you? You don't want to hear that kind of response. But at the same time, it's like we absolutely accomplished what we set out to do. And the people that loved it are still talking about it months later. And so are the people who didn't like it, which our message is still being pushed further as a result.

Mike Walker:
Amazing. Amazing. And so that, yeah, and that kind of makes me think about the power of storytelling in general, you know, kind of one of the mantras I've held for years and where it came from, I don't know, one of my mentors over the years, but it was, it was always the concept that, you know, facts tell, but stories sell. When you can get your audience to engage with you in stories, I mean, throughout humankind, like all of humanity, we've transferred information through story first. Then we got into curriculum and books and then the internet and radio, TV, all these things. But it all first started with just sharing stories, passing stories on from one generation to the next. And that's how we grew. That's how we learned and everything else. So it goes to show that our human brains are built for stories. we think in picture words, you know, we say, think of a white house with a red door, white picket fence, green, big green yard, a tree, like you're not thinking of words like red door, r, e, d, no, you're visioning a red door, you know, and so getting the mind to conjure up all those pictures, is just such a powerful thing, which goes to show like, when you have someone with like yourself with your skills and your abilities to create and craft these stories. It seems like such a big thing, though, like how do you how do you get people like myself, like others that would say, well, they understand the power of storytelling, they understand the power of video in particular, but maybe that's not they don't view themselves as like video people or that they would feel confident in doing that. How do you get people to make you know, jump that hurdle?

Marley Jaxx:
Well, and there are clients that we have that they're like, I don't feel comfortable on video, but they crush it on Twitter. And like, you know, it's about creating a specific we call the brand fame formula for their personality type. It's content personality syncing, where it's like, you know, this, this person is really great with written word, this person is better with like long form storytelling, some people just totally crush it with short form storytelling. Either way, we're installing storytelling into whatever the medium is. and reverse engineering the epiphany that we want the audience to have and the brand, the relationship through the producer and the consumer.

Mike Walker:
Amazing, amazing. So I would imagine there's probably a lot of connection between copywriting and storytelling, right? Like the psychological journey, like you just said, the epiphany that you would want people to have at the end, you got to kind of like reverse engineer those thoughts and think, well, what do I want the end to look like? What do I want them to feel after they're done viewing or reading my content? So I'd imagine that's pretty, you know, complex and not something that we can necessarily completely cover here. But are there any basics that you could maybe share with our audience where they're thinking, Okay, I want to commit, I understand the idea that getting content out there, you know, getting more eyes and whatnot, are there any kind of just basics that you could maybe share with the audience that could help them at least get on their way to becoming a better content creator?

Marley Jaxx:
Yeah, and so in every piece of content, like you said, we reverse engineer the epiphany, we actually have, it's a story selling framework. It's called the Elsa framework. And I joke saying like, don't let it go. Because of course, parents, you know, that song to Pixar reference there. But ELSA stands for Epiphany Lesson Story Application. So, you know, reverse engineer the epiphany, what's the lesson inside of it, but don't teach it like a Charlie Brown fact, wah, wah, wah, wah, you gotta wrap it up into a story, and then the application of what's next, like, what's the next video, what's the call to action, or, you know, how did they now apply this? But also in that story, there's, you know, a few things that I can name quickly, like, what's the common enemy that, that you as the storyteller, you're defending the viewer, your clients from, that makes you feel like, that makes you like the hero, because then you align the customer journey with the hero's journey, that you're bringing the viewer on an adventure with you, and it makes them feel like that you're their leader, you got their back, and that they're also part of this mission. And we always compare this to like the hero's journey, like, um, you know, imagine that you're Frodo, you're leaving the Shire, like your content, your call to action is also asking your audience to leave their ordinary world, cross the threshold into this new adventure, this new way of life with you.

Mike Walker:
Wow. Amazing. Yeah, it seems like such a big thing. I mean, um... In your opinion, and I know that you teach people to your point, you teach people how to create disruptive content across all platforms. It's not just, you know, YouTube, although it seems to me at least for you personally, YouTube, would you say is that your jam? Is that where you feel like you're you spend the most time and creating the video long form video content?

Marley Jaxx:
it's my favorite but it is also the probably the more challenging of the platforms but when you have it it's like it's like online real estate it's attention that you own instead of rent and it has compounding returns because your channel just keeps like I actually this year Okay, last year I was hustling putting out five videos a week because I was like, I really want to grow my channel to a hundred thousand. I want to build that credibility. And really that's an arbitrary number. Like we have clients that have like 10,000 subscribers and they're making millions of dollars and generating leads organically from their YouTube channels. It's amazing. Like you don't need a big channel to do this. Um, but I was like, you know, I had that goal. Like, I think a lot of people have the goal of 100,000. And, um, and I was putting out five videos a week, and you know what I got? I got burnt out. Like, I-I didn't get the 100,000. And then this year, we put out two videos, one of them being the Cancel Culture documentary, and we, like, shot up 60,000 subscribers from two videos. So, uh, so when you have that content and when you actually... are committed to the creativity and the relationship rather than just like, I'm just gonna throw out content and check it off like a checklist. That's when you actually, I feel like you grow and you connect with the audience more because of the love of the message.

Mike Walker:
Interesting, interesting. So there is such a thing as quality over quantity then when it comes to this type of stuff, huh? Because that's what you hear all the time, right? That's the intimidating part. It's like, you need 800,000 pieces of content every week. And you're like, what? Like, how and why? And you know, that can just be really overwhelming, I would say for almost most people, unless they have an entire team dedicated to nothing but that. So how do you conquer that whole element of that ratio of I need to be everywhere all the time, and yet still creating value and content that's, you know, of quality that that seems like a pretty big task, in my opinion.

Marley Jaxx:
Yeah, Gary Vee kind of, you know, shoved that down our throats of like, create 100 pieces of content a day. And in a way, it's like, sure, we want to put in the reps, because you don't get to quality without quantity, you got to learn your voice. And at the beginning, you're also, you're creating content for your audience, but you're also creating it for yourself to find your voice. And if you look back at the beginning of Gary Vee, when he was doing Wine Library TV, he was just a guy in a room talking about wine. And you don't always get to see the 10,000 hours that it goes into a person to become the expert that they are today. So yes, I would say to phase one is like, yes, put out quantity. And it's going to suck until at one point, you don't suck anymore. But then you're also still always evolving. Um, and you know, you hear the saying of like, just get 1% better every time. Um, but at the same time, uh, don't expect that like after just a hundred videos, like then you'll, you're done and you've made it because it's, it's an evolution. Like the content that I was making six years ago or even just a year ago is so different from today. And I can't wait to see the content that I start creating a year from now when I continue on this path.

Mike Walker:
Hmm. Yeah, definitely. And so when it comes to that creative side of creating content, obviously, you know, you can be the voice, the face, etc. Or the person writing it, if it's just written form. What kind of outsourcing or how do you manage the whole creative side, like obviously, for example, I'm not a video editor and I can, but I look at your stuff and it's just incredible, you know, your, your, your presence online or on this on the camera, but also just like the images and the graphics and everything that gets cut in, like there's a lot going on there. And I know there's kind of a lot of cookie cutter, like solutions for that. Now we were talking about that before you and I jumped on kind of that, uh, especially within the internet marketing space, I feel in particular, uh, there's just a lot of copycatting going on and it just seems so like. homogenized, it just everybody's starting to look kind of the same. And it's almost laughable. So you a particular able to stand out amongst that noise, I'd be very interested to know, like, where your what your thoughts are on all of that, like, how do you stand out amongst the people that are all trying to stand out now? So it's like, now you're not all these disruptors are standing around each other, and you're all trying to be disruptive. So how does that look and work?

Marley Jaxx:
And then we're all just marketing to each other. Yeah, I get so many messages in my inbox every day of like, Hey, I can make you Hermozy style reels. And I'm like, I don't want to be Hermozy. And but yes, he has. Excuse me. He has strategies that work, of course, like, you know, the the text on the screen and stuff, but it's not like his font or wearing a nose strip that made him who he is. It's, you know, again, going back.

Mike Walker:
It's not a script. I'm gonna return that package. It just showed up today. So god dang it.

Marley Jaxx:
It's crazy, I actually see people wearing nose strips in their content and I'm like, it's not you.

Mike Walker:
If only it were that easy.

Marley Jaxx:
Oh man. So it's again going back to the content personality syncing and finding a framework that works for you. And so one of the things I also like to think of is like, feel like cross pollination or do you ever see on what game? I think it's Jimmy, Jimmy Fallon, where he does that game called musical wheel of impressions. Yeah. So the performer comes on and they like hit the button and it'll have like a regular, you know, kids nursery rhyme mixed with a genre. So it'll be like, Ariana Grande will hit the button. It'll be like sing Mary had a little lamb like you were Christina Aguilera. And it's hilarious because they put two different genres together. And so you can do that with content as well. So for example, look at, oh, I don't know, Hamilton, Founding Fathers, hip hop, like massive world changing content, Broadway show, or there's a channel, think of like film, and food. two very saturated niches put it together it's binging with babish which is a youtube channel that has like millions of subscribers where he makes the food that you see in his favorite movies so he's doing a movie review while he's making like the tiramisu from super bad or the ratatouille from you know, to ratatouille. And so that's a way that you can also be disruptive while still speaking to something that we already know is a red ocean, like take two red oceans and put them together. There you have a blue ocean.

Mike Walker:
That's phenomenal. That's really, really interesting. Wow. Okay.

Marley Jaxx:
Yeah, that's always really fun to like, that's one of the things I do with my clients is like, what are a lot of your interests? So for me, I love Hollywood. Like, I don't know how I just absorb fun facts about celebrities and like history about Hollywood and how movies are made. And so I was like, what if I combined Hollywood with marketing And I shared some things about like, here's how Hollywood markets their movies that you don't actually like it's choreographed scandal, but it gets you talking and you think that it's, you know, oops, oh my gosh, how did the Barbie movie accidentally be very inappropriate in their movie poster? Actually, they did that on purpose to get you talking about it.

Mike Walker:
Yeah, I love all that stuff. Yeah, we could go way deep down that rabbit trail. Sure. Yeah, all the little, all the little details that people think are mistakes are actually, like you said, choreographed and very well thought out. It's scientific. It's right. It's the blend of art and science. And I'm fascinated by that, too. Well, you and I will have to geek out on that some other time for sure.

Marley Jaxx:
Well, that's that's the cancel culture documentary is like, we kind of pull one over the public, and then we show them how we did it. So you know, some people were upset about you emotionally manipulated us. I'm like, actually, I did a social experiment. And then I showed you how I did it. So I could arm you with the knowledge of this is what is actually happening in politics, propaganda, the new media, social media, like, here's an example of how it's happening, and how you can either be aware of it, or you can also use it in your content, but you know, do it ethically.

Mike Walker:
Yes, yeah, absolutely. Yeah, there's a there's an old movie out there. I'm probably dating myself called wag the dog. And I watched it. But when I was younger, it is. It was pretty interesting insights into Hollywood's use in to wartime and politics and all that. It's it's really interesting. So one of the things that comes to mind for me is, you know, building a media empire like you have, you know, your your platform agnostic, you can you create content across all platforms. what what do you do then like you've caught the eyeball and I know there's this whole art and again science between taking attention and then bringing it over into an environment where you can have that conversation of whatever it is that you do right and I think that's the question I see a lot inside of like launch kit and some of our other programs here at the wealthy consultant where people are like, Okay, well, I'm getting people to engage with me online. But then what what do I do, you know, without feeling salesy, or like, you know, bait and bait and switch type things. So how do you do that? How do you infuse your message with also calls to action that feel authentic and not spammy? Or like, again, bait and switch? Do you have any suggestions for that?

Marley Jaxx:
When you have content and you've built this content empire where people just, they follow you because they love you as a brand. You think about people like Mr. Beast, Hermosi, Kardashians, Mark Cuban, Elon Musk, they can sell not just a thing, they can sell anything. You look at someone like even The Rock attaches his name to a tequila, boom, billion dollar brand. Um, and they don't even necessarily need to be like hard pushing selling it as part of just like the story or, you know, once in a while in the content. And so for us, we actually have a, um, we kind of create like a, a content pyramid where it's like, we have a videos, B videos, C videos, the A videos are like the anchor videos. Like, so for me, it'd be the cancel culture documentary. Um, that's like, you know, I was a big production and it's a, uh, it's a piece of content that like can go quite viral. Then you can have your B videos that are bold. They can have more of a call to action, but they lead back to the A video. So you're actually creating this like flywheel of content. And then the C videos are just like the consistent everyday kind of content that can have more regular calls to action, but they're also speaking to the B and the A video. So people are like in this flywheel where they're going from one video to the next, to the next. Um, and it just becomes like part of, you know, anything that they talk about. We also create calls to actions as like a, by the way, instead of like a commercial break, because people don't want to watch commercials anymore. Like we, we pay extra to not have to watch commercials. So when we have a call to action, we make it or even see what the big YouTubers are doing. Like MrBeast, his sponsorship segues in his videos. He's made them competitions. He's made that so it's really interesting to watch. So in ours, when we're creating calls to actions, we want to make it a very subtle, like you don't even realize that you're getting a call to action, or a by the way, which if you've created this reputation, And people are like, they want to keep watching your content. You see also people like Hermosi that's like, I have nothing to sell you. That when you think he's going to sell you something when he did that big webinar, people were like, I'll take anything you have to offer. Like they clamored over a hat. So yeah, just in the calls to actions, we really make it more about the relationship before we ever drop a call to action. And the call to action is subtle.

Mike Walker:
Yeah. I love that. And it kind of goes back to, you know, in the forties and fifties, a lot of, um, commercials were actually product placement, you know, it would be that subtle use of that particular, you know, detergent or that particular pack of cigarettes back in the day or whatever it was like those, those were the commercials. Right. And I think we're kind of going back towards that now, to your point, like people pay, fairly good money to not have to watch commercials. And I'll specifically record everything so I don't ever have to sit there through a commercial. And so now as a company or brand or service or whatnot, you have to figure out, okay, well, how do I infuse the use of my product or service into what they want to watch, right? So I think it just becomes a little bit more, I don't know, you just have to think of it a little bit more crafty and weave it into the story making, I suppose.

Marley Jaxx:
Absolutely. Just subtle.

Mike Walker:
Yeah, subtle, subtle. Love it. All right, last question for you. And this is my geeky brain coming out on you here. What do you view the future with technology? And we've we've got AI, we've got virtual reality, augmented reality, all these things, when it comes to content creation, where does all that go in your mind? Like, where do you think this plays out over the next, you know, three, 510 years of content creation? And how do you stand out amongst that whole side of things?

Marley Jaxx:
I think people are going to start craving more of a human connection. It's like you already tell sometimes when the content is it's been written by an AI bot. It has too many metaphors. It has too many emojis. It doesn't sound like a human. And so right now, even AI has leveled the playing field that anyone that can read can get a script spit out by chat GPT. They can perform it, read it talking head, and even have a machine that will cut up their ums and ahs. And throw it up on YouTube. And I think that, I mean, already you look at people's attention spans, that they are less now than a goldfish. And so for us to keep people's attention, we have to be the best storytellers. We have to be great with our hooks, with our attention resets, our pattern interrupts. And maybe AI will be able to keep learning and doing that in ways that humans can't. But I think it's also the, you look at what like Mr. Beast or Arak or any of these like big YouTubers are doing, like they're doing big experiments, big sensational, even like their philanthropy content is sensational. It requires the creator to get their butt out of the chair and film content in a way where they're kind of putting themselves in uncomfortable situations at times. I think that talking head is going to just become boring, unless you have a really powerful message. And I'm sure you can play around with chat GPT, but use chat GPT as a calculator, not the final say in your creative process. So I just think that the people that are going to stand out are going to be the ones that they use it as a tool, but they don't use it as their final say. And I'm really interested to see how people use AI to even replace themselves. I know people are like, I don't like being on camera. OK, I'll just put myself into a generator and have it move my mouth for me. I just feel like people will see past that. So I don't, I mean, I'm interested to see how it all plays out. But I know that for me, wild, I know that we use it kind of to a minimum, we make sure that it's always like, started and ended with a human element.

Mike Walker:
I agree. I'm a huge advocate for that, too, that the human component, you know, it's woven into our DNA. And we're, you know, our brains are pretty good radars for BS and for, for things that aren't genuine, right. And it's hard to create that sense of being genuine when it's Like you said, run through a generator or whatnot. So definitely tracking with you there. But it's Yeah, it's gonna be an interesting ride. Well, this has been awesome. I'm I mean, I could literally like talk your ear off about all this stuff. I my list of questions I had for you are so long. And we didn't touch like most of them. But maybe I'll just spam you with a long ass email later. But what what can we say? What can we tell our audience about you about how to learn more about you? Because obviously, the ability to create disruptive content is a skill that a lot of people would want to know about how to do better and more and all those things. So how do we how do we send our people to you so they can learn to do that?

Marley Jaxx:
Yeah, I'd love that. Go to VIPleadmachine.com. That's how you can get in touch with us or feel free to reach out on Instagram, look up Marley Jaxx and check out some of my content on YouTube. Look up Marley Jaxx and you can see some examples of disruptive content.

Mike Walker:
Ooh, love it. Love it. And I'll make sure that the team puts the links below. So if you're viewing this on a device somewhere, somehow, then we'll make sure that some links are below so you can tap into that information. Marley, thank you so much for this. I appreciate you blocking out some time for us and for our audience. This has been awesome. And you've inspired me to figure out how to become more of a disruptor in my own little niche of the interwebs. So Yeah, thank you for that. And you're awesome in the in the group in the modern day consultant group. So I just value everything that you do there. And that the lift that you bring to the community, it's very noticeable. So I'm so happy that you're here. And look forward to chatting up with you soon again, as well.

Marley Jaxx:
Thank you so much.

Mike Walker:
All right, see you guys. Have a great one. Please be sure to like, follow, subscribe, all those things. Share it if you liked it. If you think this could impact someone else's life, if you want to learn more about content creation, all the things that it takes to be a disruptor and to be noticed and seen in your niche of the world and in your vertical and industries, by all means, follow Marley. She's an awesome force in the world of all things content creation, right? I know you'll be happy that you did. Thanks guys. We'll see you on another episode. Take care.

INTRO:
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