A website is essential today; simply having one is not enough. The businesses benefiting from AI recommendations aren’t necessarily those with the best designs, but those that create an engaging experience. Here’s what that looks like in practice.
AI HAS MADE YOUR WEBSITE IRRELEVANT.
YOU BETTER HAVE A SHOW.
In the last episode, I challenged you to discover whether AI recommends your business—and what it says when it does. If you identified a gap between where you are and where you should be, this episode is for you. Today, we’ll discuss what it truly takes to bridge that gap.
The gap is not a design problem. It’s not a color palette problem, a font problem, or even really a website problem. The gap is a value problem. A story problem. A show problem.
Here’s an important question to consider before we proceed: What would someone learn from spending thirty minutes on your website? Focus not on what you sell, but on what knowledge they would gain. What insights or information will they leave with that they didn’t have before? What value did you provide them before they ever made a purchase?
If the answer is “not much” — that’s your gap.
The Story Behind the Strategy
About five years ago, I received a call from a potential client named Daniel Goodwin. He runs a company called Provident 1031, which assists investors in navigating 1031 exchanges, Delaware Statutory Trusts, and Qualified Opportunity Zones. This type of work is high-stakes, complex, and heavily reliant on trust.
He had encountered negative experiences with marketing companies. He informed me upfront that he might give me a chance, but he expected it probably wouldn’t work out and that there would be no hard feelings.
I stopped him and explained that I wasn’t sure if I was ready to take on the project yet. I only accept assignments where I truly believe I can help a business become a leader in its industry. Before agreeing to anything, I needed to conduct some research.
His business was complicated and dense, the kind of pitch that would lose most people within the first five minutes. It involved tax-smart strategies, federal tax codes, and real estate investment vehicles structured in accordance with IRS rulings—not exactly the kind of light dinner conversation one would expect.
Before leaving his office, I asked him one question: “Dan, how does your company differ from your top ten competitors?”
He said: “I really don’t know.”
I explained that we need to determine that aspect; otherwise, his online presence will remain invisible. I asked him to give me some time to analyze his top ten competitors to see if I could identify a unique differentiator worth developing. After our discussion, I left his office and began the three-and-a-half-hour drive back to Austin.
A Barbecue restaurant.
an epiphany.
One idea that changed everything.
I stopped at a famous barbecue restaurant on the way home, pulled out my laptop, and put my earbuds in. I was a Masterclass.com member — and that evening I started watching Daniel Pink teach about sales and persuasion.
Less than five minutes in, I stopped the video.
Not because it wasn’t good. Because it was too good. Watching Daniel Pink take one of the most misunderstood subjects in business and make it feel clear, urgent, and human — I had an epiphany.
This.
This is what Daniel Goodwin needs.
Not just a new website. Something bigger. A Masterclass.
Develop a professional video series focused on his sophisticated tax strategy, the 1031 exchange. The series should be cinematic, authoritative, and entertaining. Showcase Dan as the subject matter expert and foster a connection between him and the viewer. The goal is to make a complex topic feel accessible and engaging. The content should inspire confidence in the audience, making them feel like they are learning from the best in the business—because they truly are.
I opened SEMrush and searched for the primary keywords related to Daniel’s business. I pulled up the top ten competitors and clicked through each site.
My hunch was confirmed.
Every single one of them said the same thing. They used the same language, the same jargon, and the same tired bullet points about tax deferral, passive income, and accredited investors. You could have swapped the logos, and nobody would have noticed. They were all promoting 1031 exchanges, but none of them were helping customers understand the strategy. Not one of them had created anything that resembled a valuable presentation. They were all focused on selling, rather than positioning themselves by providing value upfront—without charging a fee.
Daniel Goodwin had a path to a competitive advantage that none of his competitors could easily replicate.
The phone call that started it all
Five to one return. On an investment he almost passed on over a weekend.
For every dollar we spend with you we are putting at least 5 back into our pocket AFTER we subtract what we spent.
That’s an amazing cost/benefit that I have never received before in any of our previous marketing endeavors.
Daniel C Goodwin
Provident 1031
Chief Investment Strategist
July 4, 2025
Why It Actually Worked
What I want you to understand is that the lesson is not simply to “make a video series.” That isn’t the point.
Daniel didn’t just acquire a new tool; he adopted a new strategy. Instead of selling financial products, he began teaching people how to think about their money. He moved away from interrupting people with advertisements and focused on engaging them through education. Rather than asking for the sale, he concentrated on building relationships that made the sale inevitable.
He started courting the customer before asking them to get married.
Before clients met Daniel in person, they had already watched one or two masterclass videos, seen the video trailer, and read the content. By the time they arrived for the strategy call, they were already convinced. He had demonstrated that he was relatable and genuinely cared about their needs. Daniel also showcased his mastery of the subject and communicated it clearly, engagingly, and effectively. Additionally, his website reinforced all of these attributes.
What This Looks Like in Your Industry
The successful businesses that excel in AI recommendations are those that educate before they sell.
The Hard Truth
Five years ago, having a well-built website with strong SEO could make you a dominant player in your market. That opportunity is diminishing rapidly. It’s not gone yet, but it’s fading fast.
AI does not only index your website; it synthesizes your entire digital presence, including your website, published work, client outcomes, thought leadership, content depth, and expertise specificity.
If all you have is a website—no matter how great it is—you’re showing up to a competition with just a brochure while your competitor arrives with a masterclass, a book, a podcast, and a documented track record of results that can be read, analyzed, and confidently recommended by a machine.
Your Challenge
Identify what your clients truly need to understand. Choose one specific aspect — whether it’s a concept, a process, a framework, a warning, or an insight. This is the key point you explain in the first meeting that fundamentally changes their perspective.
Now ask yourself: is that information available on your website? Is it properly documented? Is it included in your training materials? Could someone find it, learn from it, and come to you already convinced — before you ever speak a word?
If that’s the case, that’s your show. That’s your Masterclass. It closes the gap.
You don’t need a production studio to get started; you just need a clear point of view and the willingness to share your best ideas before expecting payment. The businesses that prioritize giving—those that teach and serve first—are the ones that AI recommends. And those recommended by AI are the ones that succeed.
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