Digital PR Is How You Get Cited by ChatGPT

0:00Eric Siu:You know that feeling when the strategy is done, the brief is written, everyone's aligned, and you realize someone still has to sit down and actually create all the content? That someone is you, and it's due tomorrow. Bree's Assistant can help. It works right inside HubSpot. Drafting campaign copy, blog posts, emails, all in your brand voice. All grounded in your actual customer data. So you don't just create content. You create content that converts. Check out HubSpot.com, the agentic customer platform, for growing businesses. So can you explain, Neil, what digital PR is actually and how does it help with AEO SEO?

0:37Neil Patel:Looking like... Dude, I had to show you something before I go into Huawei because we're talking about iPhones. Huawei. H-U-A-W-E-I. With screen.

0:58Neil Patel:uh okay check this out look what wally's doing this is cool they're trying to put screens in the back i would buy that oh that's cool yeah because you can see well like when you're in the camera and all that kind of stuff right oh yeah yeah yeah yeah that's cool the camera is

1:12Eric Siu:better on the back than the front that's cool but like what else would you use it for i don't know

1:17Neil Patel:But like that doesn't, if it didn't increase the dimension of my phone, I think that's a cool feature that I would pay for. So digital PR, to go back to your digital PR question, sorry for the sidetrack, but I had to show you that because with all the iPhone releases, people are talking about the Chinese phones and how they're already better and ahead of where the iPhone Pro should be going.

1:39Eric Siu:For a second, right? Because here's the thing. When I showed the ByteDance team how we work inside of Slack with AI, they laughed at me, right? because they were already doing that a year or two ago. Because they have this thing called Lark, L-A-R-K. And the funny thing is when we show Americans how he is, mind-blowing, oh my God, it's so amazing. And so they are, I would say, we don't know a lot of these things, but they're ahead in a lot of cases and they're making do. They might not have as much energy. Well, no, no, they might not have all the AI tech, but they have much more energy than us.

2:08Eric Siu:So they're making do with whatever that they have. So I'm saying, whether it's the United States or China or any other country, you don't want to underestimate them because look at the phones. They look like they're better than ours.

2:17Neil Patel:I remember, I believe it was the all-in interview with Travis, the ex-Uber CEO and founder. He ended up talking about China and he's like, they move so fast, they copy really quickly. And he's like, what's crazy is not only do they copy super fast, but what's interesting is after a while, they've copied everything. Then they start innovating and producing more than what you're producing. and then you're trying to look at them and be like, wow, we should copy this.

2:46Eric Siu:Yeah. And here's the thing. We're talking about mindset again. The mindset of that culture, because I'm from that culture, right? I know how it is. You're working all the time. You're studying all the time. It's 9.96, sometimes 9.97 in terms of hours, 9 a.m. to 9 p.m., seven days a week. But there's only so many companies that do that. So if they keep compounding that advantage, how do you beat that at a certain point, right? It's tough.

3:09Neil Patel:Even with AI, they're still working all those hours with AI to get even more done.

3:13Eric Siu:Yep. So I wonder, have you looked into this as a parent, Neil? Have you looked into how we rank with mathematics versus China?

3:20Neil Patel:We're terrible. We're probably in the bottom, you know, 10%, 20 % bottom. I don't know. I know we're not in the top. If I had a guess, I don't even think we're in the top 10 % globally for

3:33Eric Siu:education. Okay. So let me give you the rankings here. I'm using a Google AI mode for this. Okay. so it basically for k-12 okay singapore is number one okay okay i'm putting it myself because i'm yellow number one in singapore number two is macau okay number three is china uh china uh sorry number three is taiwan okay number four is hong kong okay i'm half hong kong half taiwanese right okay number five is japan number six is south korea okay number 34 is the united states there you go right how do you beat that education system how do you beat that work ethic because we get distracted by all these things right all these other things in the workplace yes we'll

4:12Neil Patel:just leave it at that yeah but what people forget about the u.s is it doesn't mean the u.s is screwed it means the average is screwed the u.s has amazing mathematic programs sadly for people

4:24Eric Siu:who are privileged and have money yeah yeah and so this is this is the thing the rich will get richer and not only that the rich will get richer because they have intelligence like you have

4:32Neil Patel:infinite intelligence behind him too dude uh the school i go to my kids go to i've met some really interesting people there uh it's a great school quite a few of the parents are from china and when i asked them what made you move they're like school we moved to the u.s to go to this school here and i'm like wait what and one of the parents i was talking to they got one of their kids in so So one of their kids went here. One of their kids was still in school in China. They would fly back and forth. This is dedication. The kid now just got into the school that's nearby another amazing school. They're older.

5:13Neil Patel:And then now both their kids here and now they're full-time just living in the US.

5:17Eric Siu:Well, you know how it works. Our university system is better, right? But our K through 12. No, this is for K through 12. Okay, well, we just kind of -

5:25Neil Patel:But this is for private schools. That's what I'm saying for the privilege, right? Like if you have money. But the competition for these schools, even if you have money, I don't know what the ratio is, but some people joke that it's harder to get into than Harvard because everyone has money. Everyone has letters of recommendations. It's extremely hard. People move from all over the United States. Supply and demand. And this is the interesting thing that I found. A lot of the parents that I've talked to move their primary home, even if they live in Southern California, closer to the school. So in other words, they're changing their life for the school.

6:00Eric Siu:Yep. This is interesting. I didn't know this was true, Neil. So, and then we can move on to the digital PR thing. But compulsory schooling, do you know what this is? So the U.S. mandates 12 to 13 years of compulsory education. China legally mandates nine years, primary and lower secondary, with roughly 40 % of upper secondary students sorting into specialized vocational tracts, which I believe that should be how education is. Because I do believe at age nine or 10 for you or me, we probably could have started going into business or marketing because we just hired a 15 year old. Right. And I can tell like he it's your brain might not be fully formed yet.

6:37Eric Siu:You might not be fully developed, but he's already got the capabilities to do it. And I believe we should change to just 12 to 13 years of forced education.

6:45Neil Patel:Alpha school already did it. You see their entrepreneur. He's from Alpha school. Oh, he's from Alpha school. They have an entrepreneur. They have, I think, three different versions when you're older. One of the versions is if you don't make a million dollars by the time you graduate in revenue for your business, they'll refund your whole tuition.

7:00Eric Siu:So when people join the company, you're required to put, there's a photo sharing channel that we have where you share like introductions, right? So he joins and says, hey guys, I'm 15 years old. Here's the computer I built, blah, blah. My goal is to make a million dollars by the time I'm 18. I'm like, fuck yeah. Because that gets everyone else to like have to step up as well. I'm like, if he can come in and do it, you better have that motivation as well.

7:21Neil Patel:So it's really cool to see that.

7:23Eric Siu:Yeah, it's great. I mean, but I just, I hope there's going to be more alpha schools. And you know more about alpha school than I do. We should talk about that real quick. Because I think the marketing behind it is genius. It's like, I know this guy, Nat Elias, and he kind of runs the million dollar program, right? Where he's like, hey, like if you don't make a million dollars or whatever, you get your tuition back or something like that, right? I think that's great marketing because it's training kids to lean into their entrepreneurial tendencies. And that's not saying everyone's going to be an entrepreneur, but it's to say that age doesn't matter.

7:51Eric Siu:And I think that's a great alternative to standard schooling that we have. But did I miss anything there?

7:57Neil Patel:No, you nailed it. What's really interesting on how they do marketing, they pre-market before they go into a city. So let's say Las Vegas. I know Las Vegas well because I used to live there, but my co-founder, Mike, lives there currently. And he has two kids. Oh, he has two now? I don't know that. So Alpha School has it where they start marketing everything that they're doing in their programs and they're creating all this content they're putting around the web. They're doing podcast interviews to get the brand out there. Then for them to come to your school, they're looking at demand. They get the community to help.

8:30Neil Patel:Oh, you love what we're doing? You like this? Are you willing to put down a deposit and be one of the founding families? Oh, cool.

8:36Eric Siu:Founding families.

8:38Neil Patel:Can you help us recruit more? Because unless we have X amount of founding families, we won't open up a school in that area. so then you are now marketing Alpha School to all the other parents, because if you have kids, your kids play with other kids. And you're incentivized because you have money in there. Yes, so now you are marketing Alpha School for them. You don't get a discount or anything, from my understanding, you don't get a discount or people don't care for them. It's not substantial enough where it would make a difference. You're going out there and doing this just so you can have this within your city.

9:08Neil Patel:It's pretty much creating evangelists before they enter in your city. and this is causing them to create enough of a wait list and a deposit before they enter. And the moment they enter, they're filled up because they've already done all the marketing ahead of time before they spent the money on the building, the rent, the teachers and all of that. So now you don't have a business model that's just juicing up tons of cash.

9:31Eric Siu:This is a high status marketing. FOMO marketing, high status marketing and you'll do anything for your kids.

9:38Neil Patel:And there's only so many slots. A school isn't like -

9:41Eric Siu:A big school.

9:41Neil Patel:No, yeah, it's not like where you can fit a thousand kids. And all these cities have a lot of kids. So you got to get in. And it is FOMO because if you're not in there, you're going to miss out. So you better go and help them early on.

9:55Eric Siu:And you'll do anything for your kids. Yes. How much does it cost a year? 65 grand? If you're building an e-commerce brand, you should check out DTC Pod, hosted by Ramon Berrios and Blaine Bolas on the HubSpot Podcast Network. They speak with founders, marketers, creators, agencies, and platform experts about what it actually takes to grow a direct-to-consumer business from paid ads and influencer marketing to conversion, email, brand building, and consumer trends. I particularly enjoyed their conversations around scaling a brand without losing what made customers care in the first place. Listen to DTC Pod wherever you get your podcasts.

10:28Eric Siu:Is that what it is? All right, so I wanted to take a moment to tell you about my podcast co-host, Neil's agency called MP Digital. And they work with a whole host of global companies or a global organization. Also, Neil has SEO tools such as Ubersuggest and Answer to Public. All you have to do is go to npdigital.com to learn more. And we'll see you on the other side.

10:48Neil Patel:I think here's like either 60, 70. It depends. They base the pricing, not just a blanket pricing. It's based on the city you're in because rent costs more, let's say in Beverly Hills, they're working on opening one up than it would in East Hollywood, right? So they base the pricing based on their costs as well.

11:05Eric Siu:I think this is interesting because the promise, I believe, someone can correct me here, but it's if your kid doesn't have a million dollar a year business by the time they're 18, they'll give you all your money back.

11:16Neil Patel:Not a million dollar a year. For my understanding - Is it a million in profit? No. For my understanding, you have to generate a million in revenue.