This is the topic of a keynote I will be giving in a few weeks - in the words of AI 'In this fast paced world ...'. I would love to get a picture of what AI tools you have started to use and how are you using them to support your business - specifically in Sales and Marketing? I know there are so many options that it can be overwhelming - are you still taking tentative steps and asking AI to help with your writing, content creation, social captions? Are you using GPT's? Writing your own GPT's? Setting up workflows specific for your business? Or something else altogether? There is no right or wrong answer - we are all in this together and AI is not going away - so how are you making it work for you ... and your business? Thanks so much for your help - happy for you to message me direct if you are not sure how to articulate your answer here.

Congratulations @Terry White - you're now 1st on the leaderboard :-) @Julie Stevens you're a close second :-) And thank you to everyone for your continued engagement/comments etc - The Paid Up Club Skool is growing at a great pace.

Hi - I wondered on your thoughts on this - I went to unsubscribe from an email list just now - I am just overwhelmed with emails and have a cull each Friday morning for 5 or so minutes to manage my inbox. Can you guess what I just did when I was offered this when I hit the unsubscribe button? Any one else come across this - using this?

I was walking through a shopping centre in Solihull (UK) when I spotted something brilliant. At a coffee shop called Joe & The Juice, there was a sign on the counter next to the tips jar. It said: "Sexy people tip." The jar was overflowing. I couldn't help myself, I asked the barista if they'd tested different signs. He said yes. They'd tried: → "Give us money for match tickets" → "Help us buy drinks for the team" But "Sexy people tip" crushed them all. 3 words. Massive difference. And that got me thinking about the words we use in our marketing... Here are 5 power words I've used for years that really do make a difference: 1️⃣ FREE Sounds obvious, right? But here's the mistake I made for years... I assumed if something was free and valuable, everyone would want it. Not true. You have to give it a VALUE first. "Download my free guide" = meh. "Download my free guide (worth £47)" = much better. Without a price, it's not free, it's worthless. 2️⃣ YOU There's an old copywriting expression: "Don't WE all over your copy." So many websites say "We do this... We've been in business for... We, we, we..." Nobody cares about "we." They care about "you." Flip it. Instead of "We help businesses grow," try "You and I both know that growing a business isn't easy..." Count the "we's" vs "you's" in your marketing. Get that needle swinging to the YOU side. 3️⃣ YES This one's sneaky (in a good way). Ask a question with a "yes tag" at the end: → "That makes sense, doesn't it?" → "You'd want that, wouldn't you?" Then start your next sentence with "Yes." "That makes sense, doesn't it? Yes. And here's why..." It creates a feeling of agreement. Momentum. The reader feels like they're nodding along with you. 4️⃣ LOVE Emotional words trigger action. Weak words don't. Instead of "That would be nice" → try "You'd LOVE for this to happen." Feel the difference? 5️⃣ HATE Same principle, opposite direction. Instead of "You wouldn't want to miss this" → try "You'd HATE to miss this."

When you quote your fees, what do your clients compare them to? ❌ What they expected to pay? ❌ What a competitor charges? ❌ What they've paid before? If it's any of these... you're probably losing. Let me share the single most powerful idea I've learned in 50+ years for positioning fees. I call it The Contrast Principle. Here's the problem: "Without contrast, everything sounds expensive, or cheap, and we don't know which one it is." When you quote a fee without context, the prospect has nothing meaningful to compare it to. So they default to their expectations. And in that comparison, you often lose. The solution: We sell price based on the CONTRAST between: → The financial and emotional impact of the PROBLEM → Compared to the price of (or investment in) our SOLUTION Let me give you a real example... Years ago, I was discussing training for a company's 300-strong sales team. Here's how the conversation went: Me: "How many salespeople do you have?" Client: "300." Me: "What might you be losing in sales per person per month? Would that be £10,000, £1,000, or £2,000?" Client: "At least £2,000 a month." Me: "How long has this been going on? Five years, one year, two years?" Client: "Probably about two years." Me: "Let's look at what that's cost you..." → 300 salespeople × £2,000/month = £600,000/month → £600,000 × 12 months = £7.2 million/year → £7.2 million × 2 years = £14.4 million Me: "Does that sound about right?" Client: "I've never thought about it that way, but yes, it is that astonishing amount." Me: "If you did nothing different for the next year, you'd likely lose another £7.2 million. I have some good news — it's not going to cost £7.2 million to solve this problem." Result: The client was happy to pay £250,000 for the training programme. The key insight: This is NOT about creating contrast to other consultants' fees. This creates contrast to the client's current or future state. Once they've calculated the TRUE cost of inaction, your fee becomes the obvious choice, not an expense, but an investment.