WEBVTT

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So what makes audio ads work volume three?

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So this is the third one of these that I've done.

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And I've seen some of you guys at the other two.

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I got feedback that I like I need to make it more practical.

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So have some actually specific stuff that's actionable that you can do immediately to make your audio ads work better,

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which is the whole promise of it.

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So I'm Stu Redwine,

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Executive Creative Director at Oxford Road.

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This to me is one of my

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Highest achievements,

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which was this endorsement from Scott Tannen,

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the co-founder and founder and CEO of

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Bowling Branch Sheets.

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If he was a professional wrestler,

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he'd want Stu Redwine as his tag team partner because I go all in.

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So many of you guys that know me know.

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So we're going to go all in on this together.

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All right.

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Sound good?

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Yeah.

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I need to just remember not to forget things.

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Okay.

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So I was thinking about it.

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What?

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What are the most immediate things that you could immediately put into practice to make audio ads work?

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And so

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I've read a book.

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I actually have the proof here.

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This is the book that I've read.

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I have notes in the book,

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dog-eared.

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This is actually something I've been doing more is reading physical books.

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I highly recommend it with all of the digital,

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with all the digital stuff these days.

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Anyway,

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really getting into the history of radio and looking back on radio and what happened to radio.

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What made it work for such a long time was the personality and the host,

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right?

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And then commercial interest came in.

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You guys all know the story.

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They broke it up into the different genres.

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DJs got less flexibility.

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You couldn't mix music formats.

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You had a talk sheet.

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It killed it.

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It killed it.

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What's cool is at the end of this book by Susan Douglas,

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it's awesome because she wrote it in 99,

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2000.

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I just got to watch my time.

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She wrote it in 1999,

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2000,

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it came out in 2000,

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and she basically,

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the very last paragraph,

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which I'm not going to read,

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Miranda,

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I ran through this earlier,

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and Miranda's like,

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don't read from the book.

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The very last point that she makes is,

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literally,

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it's like she predicted podcast.

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She's like,

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we got to get away from the suits,

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we got to be punk rock again,

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we've got to be independent.

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It's like,

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oh,

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that's awesome.

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And then what's wild is it took radio.

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80 years to do that journey to get completely killed by,

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you know,

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commercial interest.

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At podcasts,

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it's funny,

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it's like it's in warp speed.

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It's at that same inflection point.

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So one of the main things that's always made audio work,

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because audio is inherently intimate and it's inefficient,

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is the host reading the ad.

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So my first piece of advice,

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which is something we've been saying a lot,

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beating this drum at Oxford Road,

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is save the live reads.

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But like,

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that's...

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That's something you have to put into practice and really think about because there's the other,

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there's efficient ways or,

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you know,

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produce spots,

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whatever.

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We've got to fight for the host breeds,

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but it's more than that.

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So what is your guy's relationship to this dog,

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right?

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What do you think my relationship is to this dog?

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It's my guy.

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Yeah.

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I spend hours with him every day.

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That's Maverick.

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I love him.

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He's three years old.

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If we wanted to ask Maverick to do something,

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would you guys have a better chance at getting him to do it,

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or would I have a better chance?

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Yeah.

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Yeah,

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that's right,

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Giles!

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Thanks,

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Leah!

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That's the way I look at the podcast hosts and their audience.

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You've got to let them use their words.

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They know how to communicate.

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I know how to communicate with Maverick.

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And in fact,

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I've even trained him a little.

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I forgot to bring my dog clicker,

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but...

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I use a clicker with them.

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I use treats.

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I use positive affirmation.

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And I was kind of trying to extend the metaphor like that.

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Those are some of the tactics of an audio ad.

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Sonic branding is the clicker.

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It's Pavlovian.

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The treat is something good.

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You're giving them something good,

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like maybe an offer,

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a special offer.

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Positive affirmation doesn't hurt for an ad to make somebody feel good.

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But the host,

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you know,

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me as Maverick's wingman,

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I'm the best one that's best suited.

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to ask him to do something much better suited than a stranger.

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So the host's voice hosts words,

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and that takes a lot of discipline to pull yourself back on your copy points and allow them to speak like that.

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Okay,

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next up,

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and we're doing okay on time.

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So this is $14,280,000,000.

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This is approximately,

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by my calculations,

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with the help of Sir Giles Martin.

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the amount of money that is wasted in audio advertising every year in the United States of America.

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So it's roughly $17 billion.

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The Ehrenberg Bass Institute done a famous study,

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the 40 by 40,

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that shows 16%

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of advertising is correctly remembered and attributed.

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All right,

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so that means 84%

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of it's a complete waste.

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That's the amount of money that's wasted.

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So it's like,

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what's one thing you could do,

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super practical to make your ads work harder so you're not contributing to that number,

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is from the Journal of Advertising Research,

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which if you're ever looking for like,

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what are the pointers for the things I need to do in my ads,

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the Journal of Advertising Research is like the laws of nature or whatever.

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Like that's the stuff that we know that we know.

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It's foundational about advertising so we can trust it.

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When it comes to audio advertising in the Journal of Advertising Research and what we've seen in our own experience at Oxford Road,

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mention the brand name early,

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mention it often,

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and don't let a lot of time pass between brand mentions.

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Like,

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super basic,

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but like I said,

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feedback I've gotten on some of these other sessions is to give you practical,

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so that is practical,

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and I want to play a couple examples,

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okay?

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So I,

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the names have been changed to protect the innocent,

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and we are going to listen to two minutes of ads.

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Oh,

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there's no skip button.

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But I didn't go with a host read.

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I went with produce spots.

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Same lesson applies because mentioning it early,

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mentioning it often,

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and not letting too much time pass still holds no matter how you're communicating.

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So let's see if this works.

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Oh,

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you guys are going to have to tell me if you can hear it.

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There's never going to be a better time to start cooking healthier,

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and you can do it no matter what it takes or how long it takes.

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Call your boss and tell him you're not going to make it anymore.

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And then drive.

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Drive like the wind until you find a bookstore.

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Fill your car with cookbooks till your trunk scrapes the road.

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Now head to the woods and forage for mushrooms and herbs.

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Or head to a farm to harvest the greenest produce you can find.

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Want dirt?

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Stay in your hands and sweat on your brow.

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You want to fight a goat to get it all and you want to win.

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And the reward for that fight is the delicious meal you're going to cook.

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And while you're sitting there eating it.

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wondering about all the time you've lost,

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ask yourself a question.

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Why didn't you just order meal kit?

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Cooking healthier doesn't have to be a full-time job.

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With meal kit,

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each week...

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Okay,

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so that was 42 seconds before we got a mention of the brand name.

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Again,

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I recreated that from some real creative.

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That's the kind of stuff that you do here out there in commercial radio,

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and then you're also hearing that kind of stuff in podcasting because we're trying to be creative or trying to appeal emotionally.

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Like I said...

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What's recommended is say the brand name early and often.

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And when all else fails,

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be clear.

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Clarity has a cleverness all of its own.

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So here's the next spot.

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Does getting a flavorful,

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balanced,

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and convenient dinner on the table night after night feel like a chore?

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Let Meal Kit take care of the weekly meal planning so you can save time and actually have fun cooking and eating amazing meals.

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Visit MealKit.com and choose what meals you want from an ever-changing,

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customizable,

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and

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always delicious menu.

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Then let Meal Kit shop and deliver pre-measured ingredients with simple recipes that come with it.

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Okay,

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you guys get the picture.

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All right,

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so that was about every six or seven seconds there's a mention.

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So that's the really specific advice.

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Pierre Bouvard would tell you probably have your first mention even earlier than that.

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I think somewhere in the first six seconds is okay,

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and then every six seconds is a good way to be.

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Another thought on the produce spot,

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right,

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where it was really rambling before it got to the brand mention.

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There can be a,

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like I'm saying,

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use the host voice,

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right?

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Let the host say that,

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use their words.

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You've also got to be listening to it and engaged and giving them feedback.

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And they thrive off of feedback.

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That's what's nuts.

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Like every,

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you know,

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hosts are people too.

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They can make a segue and what we've seen even from a performance standpoint,

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like you can make a segue into the ad and they can even tell like a really long story,

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but way too much time has passed.

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before we get any indication that's from the advertiser.

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So still allow them to do their thing,

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but sometimes you've got to nudge them with those brand mentions early on,

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and then they keep talking.

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Like,

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before I talk to you about blah,

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blah,

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blah,

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blah,

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blah,

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then they tell their story.

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Okay,

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so the hosts,

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use the host voice.

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Let the host use their words.

271
00:09:15.054 --> 00:09:17.804
Another massive one is the answer to this question.

272
00:09:17.960 --> 00:09:20.241
Can they recognize your brand with their eyes closed?

273
00:09:20.538 --> 00:09:24.085
And this is going to become increasingly important because all of...

274
00:09:24.451 --> 00:09:26.151
computing is becoming conversational,

275
00:09:26.191 --> 00:09:26.452
right?

276
00:09:26.872 --> 00:09:28.454
And I know it's so dangerous.

277
00:09:28.493 --> 00:09:29.891
It's like focus group of one,

278
00:09:30.595 --> 00:09:31.134
but whatever,

279
00:09:31.192 --> 00:09:31.872
I'll do it anyway.

280
00:09:32.614 --> 00:09:33.177
My daughters,

281
00:09:33.178 --> 00:09:35.552
I have a senior in high school and a sophomore in high school,

282
00:09:36.013 --> 00:09:37.575
and they talk to all their stuff,

283
00:09:38.036 --> 00:09:38.255
right?

284
00:09:38.294 --> 00:09:38.778
They won't even,

285
00:09:38.895 --> 00:09:39.177
I'm like,

286
00:09:39.178 --> 00:09:40.177
why don't you type that?

287
00:09:40.528 --> 00:09:40.919
And they're like,

288
00:09:41.778 --> 00:09:42.809
and they just talk to it,

289
00:09:42.856 --> 00:09:44.528
which is cool because I like Star Trek.

290
00:09:45.622 --> 00:09:46.263
With that said,

291
00:09:46.264 --> 00:09:48.263
if you think about in that environment,

292
00:09:48.294 --> 00:09:49.122
how are people going to be,

293
00:09:49.216 --> 00:09:51.231
they're not going to be able to recognize the brand by sight.

294
00:09:51.263 --> 00:09:53.325
They got to be able to recognize it by sound.

295
00:09:53.923 --> 00:09:55.086
And what I've been saying to folks,

296
00:09:55.106 --> 00:09:56.691
I've been talking about this a lot,

297
00:09:56.751 --> 00:09:57.091
is just,

298
00:09:57.552 --> 00:09:59.175
you just need the answer to that question.

299
00:09:59.898 --> 00:10:02.406
Can they recognize your brand with their eyes closed or not?

300
00:10:02.468 --> 00:10:02.828
Yes or no?

301
00:10:03.688 --> 00:10:04.208
And if it's yes,

302
00:10:04.228 --> 00:10:04.488
it's like,

303
00:10:04.528 --> 00:10:04.968
great.

304
00:10:05.228 --> 00:10:05.388
Like,

305
00:10:05.428 --> 00:10:05.548
well,

306
00:10:05.608 --> 00:10:06.428
tell me more about that.

307
00:10:06.448 --> 00:10:07.049
How did they do that?

308
00:10:07.069 --> 00:10:07.688
What have you been doing?

309
00:10:08.071 --> 00:10:08.571
If it's no,

310
00:10:09.547 --> 00:10:11.891
it's just something you need to make peace with.

311
00:10:11.954 --> 00:10:14.110
I think every brand needs to have a little bit of something.

312
00:10:14.172 --> 00:10:15.329
So I'm going to play.

313
00:10:15.391 --> 00:10:16.391
Some of you heard this before.

314
00:10:16.829 --> 00:10:19.633
I'm going to play this video with a,

315
00:10:20.454 --> 00:10:22.532
it's got a number of different Sonic logos in it.

316
00:10:22.579 --> 00:10:24.110
And I want to say something as well.

317
00:10:24.126 --> 00:10:24.766
There's a lot of.

318
00:10:26.132 --> 00:10:45.818
questions a lot of times when we start talking about Sonic branding like what's a Sonic logo or what's a Sonic identity or what's a jingle it's like look the way I kind of look at it is it can be a number of things it can be anything from a tagline to a UX sound to an intentionally designed emotive sound to a jingle to a song like

319
00:10:45.819 --> 00:10:55.568
you think of Home Depot they've got the same they use Josh Lucas's voice and then they've got the same song that they use the Bum-been-oh-been-oh-been Bum-been-oh-been-oh-bum

320
00:10:55.896 --> 00:11:12.832
which you can get you can download it's on my running playlist like it really is um so it can be i think of it as like what what allows you to recognize the brand with your eyes closed and then also like what's the smallest divisible sound

321
00:11:12.925 --> 00:11:19.754
that you still instantly recognizes that brand that's one way that i think about it okay so here we go see how many you can count

322
00:11:28.719 --> 00:11:43.937
805-888- I'm just so happy I got Lloyd.

323
00:11:43.938 --> 00:11:44.531
Like a good neighbor.

324
00:11:52.265 --> 00:11:52.828
Use your voice,

325
00:11:52.844 --> 00:11:54.359
your sonic identity.

326
00:11:55.840 --> 00:11:56.301
What do you think?

327
00:11:57.262 --> 00:11:57.662
11?

328
00:11:58.624 --> 00:11:59.886
Anybody want to go higher than 11?

329
00:12:01.604 --> 00:12:02.128
12?

330
00:12:03.346 --> 00:12:03.952
13?

331
00:12:03.953 --> 00:12:04.030
No,

332
00:12:04.031 --> 00:12:04.788
I got a 13.

333
00:12:04.866 --> 00:12:05.811
13 here.

334
00:12:07.171 --> 00:12:07.593
All right.

335
00:12:07.889 --> 00:12:08.475
21.

336
00:12:09.054 --> 00:12:10.311
There's 21 different.

337
00:12:10.757 --> 00:12:12.374
And I had stuff in there from Lucinda,

338
00:12:12.749 --> 00:12:13.983
is the founder of Moinkbox,

339
00:12:14.061 --> 00:12:15.483
somebody we worked with a long time.

340
00:12:15.905 --> 00:12:17.905
So her voice has a very distinct sound,

341
00:12:17.968 --> 00:12:18.202
right?

342
00:12:18.702 --> 00:12:19.421
And then she says,

343
00:12:19.468 --> 00:12:20.889
I guarantee you're going to say,

344
00:12:21.093 --> 00:12:21.311
oink,

345
00:12:21.343 --> 00:12:21.593
oink,

346
00:12:21.624 --> 00:12:23.093
I'm just so happy I got moinked.

347
00:12:23.421 --> 00:12:24.843
I consider that sonic branding.

348
00:12:24.976 --> 00:12:27.399
Then you also have the NBC chimes in there as well,

349
00:12:27.739 --> 00:12:29.440
or Disney's song.

350
00:12:30.081 --> 00:12:33.905
It's what are those things that allows them to recognize you with their eyes closed?

351
00:12:34.803 --> 00:12:35.686
Speaking of Disney,

352
00:12:36.124 --> 00:12:41.639
it's related to a bigger piece of persuasion and branding,

353
00:12:42.311 --> 00:12:43.452
which you've got to,

354
00:12:43.889 --> 00:12:45.811
this is one of these other things you've got to have an answer to,

355
00:12:45.858 --> 00:12:49.280
is you've got to be distinct and you've got to be consistent.

356
00:12:50.217 --> 00:12:51.967
And this is where I refer to my notes,

357
00:12:52.295 --> 00:12:54.280
where my pen blew up on me like right before.

358
00:12:55.188 --> 00:12:55.669
It was great.

359
00:12:57.171 --> 00:12:57.290
Yeah,

360
00:12:57.370 --> 00:12:57.632
okay.

361
00:12:58.592 --> 00:13:00.592
So I've got a podcast called Ad Infinitum.

362
00:13:00.632 --> 00:13:02.315
It's the only podcast about audio ads,

363
00:13:02.354 --> 00:13:02.815
how they work,

364
00:13:02.816 --> 00:13:03.897
and how to make them work better.

365
00:13:04.296 --> 00:13:05.897
On one of the most recent episodes,

366
00:13:06.280 --> 00:13:07.460
we broke down a bunch of ads.

367
00:13:07.483 --> 00:13:07.741
Actually,

368
00:13:07.742 --> 00:13:08.358
it's out right now,

369
00:13:09.022 --> 00:13:10.046
Shelby from the Future.

370
00:13:10.921 --> 00:13:13.842
We broke down a bunch of ads from IBM.

371
00:13:14.342 --> 00:13:17.342
And it was really interesting because they were podcast ads.

372
00:13:17.827 --> 00:13:19.233
There was a Kara Swisher host read.

373
00:13:19.389 --> 00:13:20.686
There was a Guy Raz host read.

374
00:13:20.717 --> 00:13:21.967
There was two produced spots.

375
00:13:22.311 --> 00:13:23.280
Maybe one other host read.

376
00:13:25.416 --> 00:13:27.218
Three different taglines used throughout.

377
00:13:28.298 --> 00:13:31.062
One of them had a sound,

378
00:13:31.101 --> 00:13:32.644
which I'll be honest,

379
00:13:32.645 --> 00:13:34.105
I didn't even know IBM had a sound.

380
00:13:34.582 --> 00:13:35.668
And it was like three notes.

381
00:13:36.207 --> 00:13:36.488
At least

382
00:13:37.668 --> 00:13:38.527
I think that's what it was.

383
00:13:40.433 --> 00:13:43.832
And then Guy Raz and Kara Swisher didn't self-identify.

384
00:13:45.050 --> 00:13:46.175
And they didn't personalize either.

385
00:13:46.176 --> 00:13:48.660
They literally read the exact same copy.

386
00:13:48.785 --> 00:13:50.394
So it was very inconsistent.

387
00:13:50.863 --> 00:13:52.285
And there was no distinction.

388
00:13:52.956 --> 00:14:02.367
So those two things are critical because you're creating these memory structures in people's minds and sometimes I think we can get obsessed with wanting to refresh or change things.

389
00:14:02.664 --> 00:14:02.945
It's like,

390
00:14:03.008 --> 00:14:03.149
look,

391
00:14:03.227 --> 00:14:06.406
I want that to look like that in,

392
00:14:07.727 --> 00:14:08.235
let's say,

393
00:14:08.594 --> 00:14:11.711
15 years when I go there with my grandkids,

394
00:14:12.008 --> 00:14:12.274
right?

395
00:14:12.742 --> 00:14:13.336
You know what I'm saying?

396
00:14:13.899 --> 00:14:15.586
We could probably put it off 18 years or so.

397
00:14:15.680 --> 00:14:15.914
I mean,

398
00:14:15.945 --> 00:14:16.555
she is a senior.

399
00:14:17.055 --> 00:14:20.883
But we want it to be the same and it needs to be distinct.

400
00:14:22.312 --> 00:14:24.053
And one other thing I want to make sure we touch on,

401
00:14:24.112 --> 00:14:27.392
so we're talking about use the host voice,

402
00:14:27.673 --> 00:14:29.114
let the host use their words,

403
00:14:29.833 --> 00:14:31.157
utilize sonic branding.

404
00:14:31.196 --> 00:14:31.853
And I actually,

405
00:14:32.196 --> 00:14:35.634
I'll make one more point on sonic branding is that,

406
00:14:35.712 --> 00:14:35.978
um,

407
00:14:36.954 --> 00:14:40.775
the ones most likely that come to mind are like Netflix,

408
00:14:40.962 --> 00:14:41.978
McDonald's,

409
00:14:42.181 --> 00:14:42.509
um,

410
00:14:42.759 --> 00:14:44.118
even though it's dated now,

411
00:14:44.196 --> 00:14:44.634
which is like,

412
00:14:44.775 --> 00:14:44.962
oh,

413
00:14:45.071 --> 00:14:47.056
but I still like it as Intel inside.

414
00:14:47.712 --> 00:14:49.993
They were all very intentionally designed.

415
00:14:51.056 --> 00:14:52.500
All of those had a lot of intention.

416
00:14:52.540 --> 00:14:53.322
Do you have a question?

417
00:14:59.658 --> 00:15:02.682
Are you talking about the sound before and after the ad?

418
00:15:03.493 --> 00:15:19.051
to do the sonic branding or are you talking about like the intro because i do like music yeah but then there's also some people that do like music before and after to like introduce the ads that are coming and then going back to the show so

419
00:15:20.114 --> 00:15:33.098
i'm wondering if that's what you're talking about uh i'm primarily looking at it through the lens of an advertiser i think anything you can do that it's all pavlovian so anything you can do that's consistent that's setting them up for what

420
00:15:33.846 --> 00:15:38.830
that we know this is going to happen every time and I'm supposed to feel a certain way about it so that I can know this thing is going to happen.

421
00:15:39.732 --> 00:15:41.396
But I'm glad you actually said that.

422
00:15:41.451 --> 00:15:41.630
Look,

423
00:15:43.232 --> 00:15:43.872
two quick things.

424
00:15:43.919 --> 00:15:45.458
My main point with this

425
00:15:46.638 --> 00:15:49.654
Antoniolytics is we had this guy grading a bunch of our ads named

426
00:15:50.154 --> 00:15:51.185
Antonio Coronado.

427
00:15:51.216 --> 00:15:54.185
And we have a system we use for grading ads called Audiolytics.

428
00:15:54.186 --> 00:15:55.685
So I would call him Antoniolytics.

429
00:15:55.982 --> 00:15:57.841
And overnight with this AI stuff,

430
00:15:58.372 --> 00:16:01.076
what used to take hundreds of hours is...

431
00:16:01.297 --> 00:16:01.577
poof,

432
00:16:01.637 --> 00:16:02.058
it's gone.

433
00:16:02.059 --> 00:16:04.981
So this is a cool episode to listen to like,

434
00:16:05.121 --> 00:16:05.240
oh,

435
00:16:05.279 --> 00:16:06.561
what something a human used to do,

436
00:16:06.740 --> 00:16:07.822
now robots are doing,

437
00:16:08.545 --> 00:16:11.928
which we're using more AI tools at Oxford Road.

438
00:16:12.850 --> 00:16:14.311
And in fact,

439
00:16:14.389 --> 00:16:16.248
where you've got a partnership with WonderCraft,

440
00:16:16.249 --> 00:16:20.342
where they provide the audio production tools,

441
00:16:20.717 --> 00:16:21.904
their platform is awesome.

442
00:16:22.170 --> 00:16:23.092
And this is for real.

443
00:16:24.014 --> 00:16:26.561
You get one free month of WonderCraft on us.

444
00:16:27.483 --> 00:16:27.623
Well,

445
00:16:27.624 --> 00:16:29.842
it's a $700 plus value right now.

446
00:16:30.553 --> 00:16:32.456
If you scan that promo code.

447
00:16:32.457 --> 00:16:33.136
So you'll sign up,

448
00:16:33.175 --> 00:16:36.101
you'll be put in our newsletter to find out more about Audiolytics.

449
00:16:36.698 --> 00:16:37.198
As we're,

450
00:16:38.081 --> 00:16:39.226
with a lot of care,

451
00:16:40.663 --> 00:16:44.647
we're looking at how to incorporate AI into the creation of audio ads.

452
00:16:45.569 --> 00:16:48.163
And we're doing that with WonderCraft for the actual produced audio.

453
00:16:48.304 --> 00:16:50.319
So if you act right now,

454
00:16:50.929 --> 00:16:51.694
you can get that.

455
00:16:55.022 --> 00:16:55.351
Okay,

456
00:16:55.601 --> 00:16:56.163
and yeah,

457
00:16:56.335 --> 00:16:56.616
okay.

458
00:16:56.726 --> 00:16:57.741
So I'll wrap up with that.

459
00:16:58.226 --> 00:16:59.116
I'll wrap it up here.

460
00:16:59.405 --> 00:17:01.566
These are the six things that I wanted to leave you guys with.

461
00:17:02.185 --> 00:17:03.447
So use the host voice.

462
00:17:04.325 --> 00:17:05.825
Let the host use their words.

463
00:17:06.966 --> 00:17:09.243
Say your brand name early and often.

464
00:17:10.751 --> 00:17:11.665
Sonic branding,

465
00:17:11.947 --> 00:17:12.165
you know,

466
00:17:12.204 --> 00:17:15.392
just can they recognize you with their eyes closed?

467
00:17:15.454 --> 00:17:15.689
Okay.

468
00:17:16.314 --> 00:17:16.767
That's the question.

469
00:17:16.768 --> 00:17:17.782
You just got to answer that.

470
00:17:17.907 --> 00:17:18.282
Yes or no.

471
00:17:18.423 --> 00:17:19.517
And then what's your answer?

472
00:17:20.470 --> 00:17:22.954
Be distinct and consistent in some way,

473
00:17:23.564 --> 00:17:24.798
in some shape or form.

474
00:17:25.126 --> 00:17:25.845
And then care.

475
00:17:25.923 --> 00:17:27.532
This is my big point for AI.

476
00:17:28.197 --> 00:17:28.457
Right?

477
00:17:28.557 --> 00:17:28.718
Like,

478
00:17:28.758 --> 00:17:28.918
look,

479
00:17:28.998 --> 00:17:30.300
you can check your brain at the door.

480
00:17:30.380 --> 00:17:31.261
We're all like,

481
00:17:31.421 --> 00:17:32.343
I use chat GPT.

482
00:17:33.261 --> 00:17:34.964
My name is Stu and I use chat GPT.

483
00:17:35.706 --> 00:17:36.026
All right.

484
00:17:36.065 --> 00:17:37.710
I know you all do that.

485
00:17:38.171 --> 00:17:40.210
And you've seen the studies too of our brains.

486
00:17:40.249 --> 00:17:41.788
Like this is your brain on chat GPT,

487
00:17:42.030 --> 00:17:43.733
like very little activity,

488
00:17:43.889 --> 00:17:44.421
Google search,

489
00:17:44.436 --> 00:17:45.280
a little more activity,

490
00:17:45.702 --> 00:17:46.436
way more activity.

491
00:17:46.452 --> 00:17:47.358
If you actually think,

492
00:17:47.702 --> 00:17:48.843
I think there's another component,

493
00:17:48.858 --> 00:17:49.561
which is care.

494
00:17:50.155 --> 00:17:52.343
You have to care because if you care,

495
00:17:52.936 --> 00:17:54.483
it doesn't matter what tool you're using.

496
00:17:54.499 --> 00:17:54.686
That's,

497
00:17:54.702 --> 00:17:56.811
what's going to point you at your highest and best same.

498
00:17:57.201 --> 00:17:58.942
is actually caring about the output.

499
00:17:58.943 --> 00:17:59.382
And then it's like,

500
00:17:59.421 --> 00:17:59.601
yeah,

501
00:17:59.722 --> 00:18:00.283
use AI.

502
00:18:00.642 --> 00:18:01.363
Don't use AI.

503
00:18:01.382 --> 00:18:01.562
Like,

504
00:18:01.761 --> 00:18:02.621
I don't know why you wouldn't.

505
00:18:02.703 --> 00:18:05.882
The important part is somebody caring about the output.

506
00:18:08.163 --> 00:18:09.163
And with that,

507
00:18:10.726 --> 00:18:13.820
I want to invite you all to tonight at 6.30,

508
00:18:13.821 --> 00:18:14.820
if you didn't know about this,

509
00:18:14.867 --> 00:18:16.351
at the Sounds Profitable Lounge,

510
00:18:17.148 --> 00:18:18.179
is Age of Audio.

511
00:18:18.929 --> 00:18:21.773
It's an awesome documentary by Shawn Michael Colon.

512
00:18:23.337 --> 00:18:24.379
So you can come see it.

513
00:18:24.478 --> 00:18:24.959
It's really,

514
00:18:25.019 --> 00:18:26.740
really cool because it's like the history.

515
00:18:27.441 --> 00:18:30.203
It's a history of podcasting basically up until this point.

516
00:18:30.804 --> 00:18:31.785
And then what's wild to me,

517
00:18:32.105 --> 00:18:33.988
like I'm saying from talking about the history of radio,

518
00:18:34.027 --> 00:18:37.754
it's like podcast has done what it took radio like almost a century.

519
00:18:38.308 --> 00:18:40.636
Podcast did that same thing in like 10 years.

520
00:18:41.136 --> 00:18:42.652
And we're at this inflection point.

521
00:18:43.215 --> 00:18:45.699
Like we have podcasting if we can keep it.

522
00:18:46.293 --> 00:18:49.730
And that's keeping it in the host voice and letting the host use their words.

523
00:18:50.277 --> 00:18:52.449
And I think I'm about at time.

524
00:18:55.645 --> 00:18:56.510
We'll leave it at that.

525
00:18:56.671 --> 00:18:57.657
Thank you guys so much.