Aurora Winter on the New Rules of Personal Branding

Artificial intelligence can help you work faster, but could careless use of it make your brand forgettable? Award-winning author and business strategist Aurora Winter returns to explain how to use AI without giving up your voice, credibility, or humanity.

Aurora is the founder of Same Page Publishing and the author of Turn Words Into Wealth and Marketing Fast Track. She helps authors, entrepreneurs, and thought leaders clarify their messages, publish books, build authority, and transform their expertise into greater impact and profitable opportunities.

In this conversation, Aurora and Rich discuss:

•  The four human superpowers AI cannot replace 
•  How generic AI content can weaken trust in your brand 
•  Why books matter more than ever in the age of AI 
•  How to test marketing ideas and measure return on investment 
•  Why personal stories help people and businesses stand out 
•  How to become the authority that AI recommends instead of replaces 

Aurora also explains how a short book helped generate $250,000 in new business and why every business owner should consider becoming a published author.

Get Aurora’s updated resources at https://turnwordsintowealth.com/ and learn more at https://samepagepublishing.com/.

Subscribe to Conversations with Rich Bennett, leave a review, and join the conversation by sharing what you believe makes your voice impossible for AI to replace.

Transcript

Wendy & Rich 0:01
Coming to you from the Freedom Federal Credit Union Studios, Hartford County living presents, Conversations with Rich Bennett. (Laughter) 

Last

Rich Bennett 0:27
time Aurora were joining me, we talked about the incredible power of storytelling, turning heartbreak into purpose, and how the right message can complete the story. Let me change your life and your business. That episode is titled Aurora Winner on Story Healing, and I don't think you're going to go back and listen to that. And now she's back. And since our last conversation, the world has changed a little more. AI is transforming how we create content, build brands, and connect with audiences. Matter of fact, you know, we saw the couple that climbed up to the Empire State Building, and I am so sick and tired of seeing all these AI images with different quotes on the flag now. 

But it is. I mean, it's helping us transform a lot of stuff. So today, she is here to talk about the updated editions of Turn Words Into Health and Marketing Finestrack. Why she decided to update these books instead of writing a new one, and how entrepreneurs, authors, and business owners can stand out in an AI-driven world. Aurora, how have you been? 

Aurora Winter 1:47
I've 

Rich Bennett 1:47
I can't. 

Aurora Winter 1:47
been great. 

Rich Bennett 1:49
So those of you listening today is July 3rd. The last time we talked was November. 

Aurora Winter 1:55
Now time flies. It just 

Rich Bennett 1:57
by. 

Aurora Winter 1:57
flies 

Rich Bennett 1:58
Does it seem like it was that long ago? 

Aurora Winter 2:01
I know. 

Rich Bennett 2:02
And I know we've been playing tag trying to hook up again. That was not the 

Aurora Winter 2:07
way. 

Rich Bennett 2:07
right 

Aurora Winter 2:08
I didn't sound right. 

Rich Bennett 2:10
Trying to get you back on again. God, look, I didn't realize that I had somebody else on it, and I said hook up and they're like, no, no, no, no, no, you can't see them like. 

Aurora Winter 2:20
Not not in 2026 against. 

Rich Bennett 2:23
Yes. 

Aurora Winter 2:23
I mean something else. 

Rich Bennett 2:25
Yeah. Yeah. Yeah. It's like, Oh, okay. All right. So the last time we did talk. 

Aurora Winter 2:30
Yeah. 

Rich Bennett 2:31
AI came up near the end of our conversation. And I remember you described chat GPT as being like a PhD intern. And I love that analogy. So what has changed enough over the past several months. That made you decide it was time to update turn words in the wealth instead of writing an entire new book. 

Aurora Winter 3:00
Well, I am working on new books as well, but yet. 

Rich Bennett 3:03
Good. 

Aurora Winter 3:03
Two turn words into wealth was an award-winning book. And it came out a couple of years ago, and I thought, you know what? It's got seven different ways to make seven figures. It's got about a decade of my experience in publishing and in the film and television business. All of that actually still stands and is 

Rich Bennett 3:21
Right. 

Aurora Winter 3:21
valuable. But I wanted to add, you know, how do we use AI? And how can you use AI wisely. Yeah. To make your brand more valuable. And what are the dangers? Because if you use AI indiscriminately, you could destroy your brand 

Rich Bennett 3:38
Oh, 

Aurora Winter 3:39
because it's so it's so common these days. AI produces words so quickly, but what most people don't really realize is that can destroy your brand because it's very generic. So what I'm what I'm a stand for and what I love all of our listeners to come away from this listening to this from is some useful ways to think about branding, to think about increasing the value of your business. And some cautionary notes about how not to use AI, but how to and also how to use it. 

Rich Bennett 4:11
yeah. 

Aurora Winter 4:11
So what I you know we talked about story the last time. So one of the things I think people can really lean into is what are the things that you have as a human being that AI can never compete with. So there's four. There are four things at minimum to lean into as we're in the age of AI 

Rich Bennett 4:34
20. 

Aurora Winter 4:35
now in 

Rich Bennett 4:35
Right. 

Aurora Winter 4:35
Because then beyond and one of those things is definitely your stories. So AI has generic stories and generic information, but only you have your own stories and the stories of your clients whose lives you have changed. So collect those stories and share those stories. And that is part of creating a valuable brand because the brand is just a story. 

So I'm going to make them all four of these human superpowers begin with S to make it easy to remember so first one is your stories. The second one is your smile. And what I mean by that is human beings actually need other human beings we crave meaningful connection. 

Rich Bennett 5:27
Yes. 

Aurora Winter 5:28
So when you show up in person, uh, your networking meeting having coffee with somebody having lunch with somebody or even showing up like we are live in 

Rich Bennett 5:37
time 

Aurora Winter 5:38
real 

Rich Bennett 5:38
right 

Aurora Winter 5:38
in the zoom right now, or Riverside or whatever on squad cast. You're smart 

Rich Bennett 5:44
virtual. 

Aurora Winter 5:45
But it's live. 

Rich Bennett 5:46
It's real. Yeah. 

Aurora Winter 5:47
Yeah. Real human connection. And that really feeds our soul. 

Rich Bennett 5:51
Yeah. 

Aurora Winter 5:51
Lean into your smile. Lean into knowing that your presence is a present for other people. And that's something that AI can never replace. Okay. So lean into that 

Rich Bennett 6:03
lot. 

Aurora Winter 6:04
It does absolutely. And then the third s word, a third of the four is your style. So your style by that I mean like what is unique about you what is special about you. What is your particular vibe. So back in the day when we you know lived in tribes of 150 people rather than 

Rich Bennett 6:30
right. 

Aurora Winter 6:31
Right. The global economy. We didn't want to stick out. We wanted to sort of blend in but 2026 and beyond is not the time to blend in. It's the time to lean into what's unique and special about you and your 

Rich Bennett 6:45
Right. 

Aurora Winter 6:45
style. So it could be that you like fishing. It could be that I love pickle ball. I just got packed from playing pickle ball. It could be that you dress up a Santa for Christmas. So instead of hiding those things. 

Rich Bennett 7:00
Embrace them. 

Aurora Winter 7:01
Embrace them and even shine a spotlight. 

Rich Bennett 7:04
Yeah. 

Aurora Winter 7:05
And then I'm going to share the fourth one. And then I want to hear your which one stood out to you most rich. So the fourth one because we've got to have all asses it I call Socrates. So what do I mean by Socrates. So Socrates is famous 2000 years after he died. Why? Because he asked powerful question and when you lean into your curiosity as a human being and you ask powerful question whether you ask powerful questions to another human being or even to AI. You're actively seeking answers to tough problems. This is a super power. Yeah. And 

Rich Bennett 7:45
Yeah. 

Aurora Winter 7:45
especially when we ask other people questions and then we wait for them to give the answer you're actually rewiring that person's brain as they think for a minute like co that's a good question. And they they pause and they find the answer and that pause can create a eureka moment that aha moment. And that actually is rewiring the other person's brain. So that's the opposite of what we typically do with AI with AI we are we are passively waiting for it to give us the answer 

Rich Bennett 8:16
right. 

Aurora Winter 8:17
By asking really good questions it still it's still going to work it's when we're lazy and asking lame questions that we get laymancers and then we're basically giving our agency away we're giving our power our control our agency we're giving our brand. away 

Rich Bennett 8:37
Yeah. 

Aurora Winter 8:37
to AI so that is a big mistake. So lean into those four human superpowers. Keep your control. Keep your agency. And if you really define 

Rich Bennett 8:47
Oh, 

Aurora Winter 8:47
all of those things very very clearly before you work with chat GPT or Claude or gemini or perplexity. Define those things maybe you have a 20 page document I've got a 200 page document and what I stand for what I care about what my 

Rich Bennett 9:02
right. 

Aurora Winter 9:04
So then I can ask a powerful question and get an answer that is congruent with my brand I think that the biggest mistake is to show up and ask a question and then take and take action on that. You don't want AI to own your brand 

Rich Bennett 9:21
vision 

Aurora Winter 9:22
your 

Rich Bennett 9:22
or 

Aurora Winter 9:23
your vision. You want to be the master of your destiny. 

Rich Bennett 9:27
So anything is because would you want another person to own your brand or your business. 

Aurora Winter 9:35
No, exactly. 

Rich Bennett 9:36
Exactly. So why would you want AI to? 

Aurora Winter 9:39
Exactly right. 

Rich Bennett 9:40
I love those four dresses. 

Aurora Winter 9:43
It's gonna get ugly. Yeah, your stories, your style, your smile, and Socrates. 

Rich Bennett 9:51
Yeah, I like Socrates. I think that resonates with me more than any of them. 

Aurora Winter 9:57
Uh-huh. 

Rich Bennett 9:57
Because when I first started this, what I may have told you before, when I was in radio, I was a music DJ. I didn't want to talk to people. I didn't like talking to me. Well, but since I started the podcast, one of the things I found is the questions that you ask, one simple question can start an hour long conversation. And I learned so much from people from the questions. And I would have never done that before. I would have never learned everything. But that's 

Aurora Winter 10:34
Yeah. 

Rich Bennett 10:34
how we all learn. You have to ask these powerful questions. 

Aurora Winter 10:38
Yeah. 

Rich Bennett 10:39
Otherwise you're not gonna learn anything. 

Aurora Winter 10:40
Ask 

Rich Bennett 10:40
And then 

Aurora Winter 10:41
powerful. 

Rich Bennett 10:41
smile as you're doing 

Aurora Winter 10:42
it. Exactly right. And then I think like the over arching human super power, I call it your massively transformative purpose. So why are you here on this planet? What is the change that you want to make in the world? You know, what do you want to be on your tombstone? What do you want people to say about you? What, you know, when they're having your celebration of life. So that also is very deeply human and deeply personal. So when you also filter those four human superpowers and then you add in the change that you'd like to make in the world, I was just reading some quotes from Elon Musk. And, you know, he was just saying like, I'm he said, I'm trying to be useful. 

Rich Bennett 11:27
Yes. 

Aurora Winter 11:27
Trying to make I'm trying to make a difference. He said his super powers technology. So he's trying to make a difference to other people and to the planet through the lens of technology. Well, I'm also trying to be useful, but technology is not my superpower words and communication are more my superpower. You know, used to be a film and TV writer producer, I've written 10 books, I've written 30 screenplays. So words are my superpower and my massively transformative purpose is to help thought leaders make a bigger difference by getting really clear on their message and then publishing it in a book or in videos or on videos on YouTube and getting out on podcasts. So that people who are already making a difference leaders who are already making a difference are empowered to leverage that difference one 

Rich Bennett 12:15
Right. 

Aurora Winter 12:15
to many instead of one to one. Like, yes, you can make a difference one to one, but if you've got a book, a podcast, a YouTube channel, all of a sudden you can impact people, you know, you can do it once, right? your book wants, shoot your video once, record your podcast once, and it can reach 

Rich Bennett 12:30
maybe 

Aurora Winter 12:30
thousands or 

Rich Bennett 12:31
oh, yeah, 

Aurora Winter 12:31
millions of people. 

Rich Bennett 12:33
Oh, yeah and it's amazing. And I've mentioned this before on I don't even know how many episodes, but like with this when I get an email from somebody in another country, thanking me because of a guest I had on and how it helped them. So I would never thought about that before. And that's I mean, that's a huge reward that I get knowing 

Aurora Winter 13:00
know, 

Rich Bennett 13:01
that 

Aurora Winter 13:01
that's 

Rich Bennett 13:01
if you 

Aurora Winter 13:01
part of your massively transformative purpose to make a difference. 

Rich Bennett 13:04
Oh, God, I mean, it's just and some of these people when I hear from them, it brings me to tears. You know, because of prime example and because we've talked about a dictionary, recovery a lot and had a guy up in Canada reach reach out to me and told me he heard the episode and his daughter was an addiction and he didn't know what to do. And he was able to get her into recovery. And I forget how many years ago that was, but I still stay in contact with him and she's still doing good. 

Aurora Winter 13:39
Wow. Yeah, 

Rich Bennett 13:40
it's like wow. 

Aurora Winter 13:41
That's 

Rich Bennett 13:42
I 

Aurora Winter 13:42
awesome. 

Rich Bennett 13:42
heard that episode. 

Aurora Winter 13:45
That is absolutely amazing. You probably saved her life 

Rich Bennett 13:50
and oh, yeah, 

Aurora Winter 13:51
saved him a lot of grief. That's the power of a message that comes from the heart, right? 

Rich Bennett 13:57
exactly. 

Aurora Winter 13:58
Yeah, 

Rich Bennett 13:58
Exactly. And yeah, AI is not going to do that message, but 

Aurora Winter 14:02
I was just going to say, I just not have any heart. 

Rich Bennett 14:06
Now that's and I and you, I mean, there are things I noticed this because I do see a lot of brands making this mistake. I mentioned you know, the couple that just climbed the Empire State 

Aurora Winter 14:20
Oh, 

Rich Bennett 14:20
Building. 

Aurora Winter 14:21
yeah. 

Rich Bennett 14:22
And I was seeing everybody taking that image and just replacing the words on the flag with their logo or whatever. It's like, okay, it got old really quick.  it got old too quick. But, I think, and it's not just if that, you're seeing a lot of companies that, and brands, especially when it comes to the images. The things are creating with AI. You can tell it's AI. And, in fact, because our alliance club, we just had a community connections fair. It was our first one. So, I asked AI to create an image for the Facebook event for it. Tell it was, I was in ashamed of it. somebody called me out, I was like, well, yeah, it's AI, because this is our first one. So, I'll 

Aurora Winter 15:12
And 

Rich Bennett 15:12
be taking, I'll be taking photos, doing it. But, it's still, it comes in handy. People need 

Aurora Winter 15:21
it. It comes in handy. 

Rich Bennett 15:22
It don't overuse it the wrong way. Does that make 

Aurora Winter 15:26
I 

Rich Bennett 15:26
sense? 

Aurora Winter 15:26
think that exactly right. So, I think if you lean into your four human superpowers and your 

Rich Bennett 15:30
Yes, 

Aurora Winter 15:31
massively transformative purpose, and then add AI to scale or leverage, after you've gotten clear what's the problem that you solve. Who do you serve? What are you here for? And then of course, never hide that it's AI. I think people are very, you know, you never want to break trust or 

Rich Bennett 15:51
yeah. 

Aurora Winter 15:52
lose trust. But I think like this this has changed even from last year. Like in 2025, people were like, oh, that's AI. And they'd be all pissed off about it. Now it's 

Rich Bennett 16:02
of 

Aurora Winter 16:02
course it's AI. But it's not being hidden. I do. 

Rich Bennett 16:06
Right. 

Aurora Winter 16:06
It's fine. You make AI to make an image. That's that's normally accepted these days. So, I think we want to thread the needle. If you don't use AI at all, you're going to be left 

Rich Bennett 16:20
down. 

Aurora Winter 16:20
behind in the 

Rich Bennett 16:21
Oh, yeah. 

Aurora Winter 16:22
Because AI is like an engine. It's like the difference between when we had the horse and carriages and then we got an engine. Okay. The people who step with the stuff with the horses. You know, that's charming. But they're, you know, they're not going to make it from L. A. to New York very fast. 

Rich Bennett 16:37
No. 

Aurora Winter 16:38
So we want to empower ourselves with the engine that AI provides and yet be careful not to ruin your brand or dilute your humanity. So I think it's a it's a combination. So for example, like, Um, like I wrote this book. It took me years and a lot of effort. I recorded the audiobook for Turnwards and develop a lot of human touch and carrying went into that. 

Rich Bennett 17:04
right, 

Aurora Winter 17:04
But then when I'm spell checking, I ran it through AI. Why? Because I've read the book 25 times. And I'm going to I'm not going to notice things like, oh, there's two spaces after a period instead of one. It can find things like that. So 

Rich Bennett 17:18
yeah, 

Aurora Winter 17:18
that's being of greater service to people. That's not a problem. Right? That's good. 

Rich Bennett 17:26
And here's the other thing too. And I don't think a lot of people understand is because a lot of people use Microsoft Word for editing. 

Aurora Winter 17:34
Well, 

Rich Bennett 17:34
when you're using the was it the spelling and grammar check? 

Aurora Winter 17:38
Yeah. 

Rich Bennett 17:39
Isn't that AI that's technically going through checking it? 

Aurora Winter 17:43
Exactly. Well, even Gmail or any other 

Rich Bennett 17:45
Yeah. 

Aurora Winter 17:46
email. They're auto auto complete. It's 

Rich Bennett 17:48
Oh, 

Aurora Winter 17:48
AI. 

Rich Bennett 17:48
it to get the auto 

Aurora Winter 17:49
guys. 

Rich Bennett 17:51
Oh, 

Aurora Winter 17:51
Make 

Rich Bennett 17:51
God. 

Aurora Winter 17:51
you say, the worst 

Rich Bennett 17:53
th. 

Aurora Winter 17:55
But then like we were talking before we started recording like nowadays, AI can put your ad on a podcast and only target a certain zip code. That wouldn't have been possible. 

Rich Bennett 18:08
Now 

Aurora Winter 18:08
a couple of years ago, so there are some targeting things that can help spend your advertising $1 more wisely. Okay. Well, lean into those things. Those are great. But never let it take your voice. Never let it derive the ship. So ask. If you're using AI, be sure that you give it very detailed prompts. And I would recommend creating a document with a hundred pages of who you are. What you stand 

Rich Bennett 18:35
for. Yes. 

Aurora Winter 18:36
What you don't stand for so that it's authentic for you. 

Rich Bennett 18:41
And with the voice thing, because like it's like you mentioned, we were talking beforehand. Especially if you're a podcaster, use your voice. 

Aurora Winter 18:53
Uh-huh. Yes. 

Rich Bennett 18:53
Don't let AI do the podcast for you. And I've heard my spirit. I did it episode purposely. Just having AI do it. 

Aurora Winter 19:05
voice 

Rich Bennett 19:06
Did the 

Aurora Winter 19:06
like 11 labs or something or. 

Rich Bennett 19:08
Yes. 

Aurora Winter 19:08
I mean, 

Rich Bennett 19:09
yeah, I record it. And I let her by note, this is AI. Just to get the right. I wanted to see 

Aurora Winter 19:18
the response. And what did you notice 

Rich Bennett 19:19
the response wasn't that good but 

Aurora Winter 19:22
it's. 

Rich Bennett 19:23
It's because I think the reason is because people are used to hear me. 

Aurora Winter 19:28
Well, of course. And there's an energy to that. It's not just your. 

Rich Bennett 19:32
Yeah, no, I can't do that. 

Aurora Winter 19:33
Yeah. 

Rich Bennett 19:34
Well, and I mentioned this the other day that somebody I was watching, um, it was YouTube, and it was a video about Bob Seeger, and how some of the songs that he wrote, he gave the other musicians, other artists, and all, and the one part, so I'm listening to it, watching it, and listening is like, 'I've heard this voice on another video, first of all'. And then it hit me when he started talking about how Bob Seeger, Song to Glen, Glen Frey, 

Aurora Winter 20:20
was like, 

Rich Bennett 20:20
and I 

Aurora Winter 20:20
'That's a clue'. 

Rich Bennett 20:22
Okay, first of all, it's Bob Seeger, and it's Glen Frey. Like, this is, that's why I recognize the voice. It was from another video, a different channel, different person, different, everything all together, but it was the same AI voice. 

People, if you're gonna use AI, whether it's for writing, whether it's for speaking, whether it's for video, double check it, 

Aurora Winter 20:49
double check. Exactly, double, have some quality. 

Rich Bennett 20:51
Triple check it, triple check. And you see authors, you see writers make that mistake. 

Aurora Winter 20:56
Yeah, this is one of the reasons why I'm a big fan of video on YouTube, I know you have a different idea. 

Rich Bennett 21:04
I watched video, 

Aurora Winter 21:06
but I think that you know, like I have a YouTube, I have a couple of 

Rich Bennett 21:09
channel. 

Aurora Winter 21:09
youtube 

Rich Bennett 21:10
Yeah, 

Aurora Winter 21:10
strategic basics is my main one, and it's my face because it's so easy to do AI audio, but I'm like, in the age of AI, I think it's really important to build trust. 

Rich Bennett 21:23
Yeah, 

Aurora Winter 21:23
So one of the ways you can build trust is by people seeing your face on on YouTube videos or other places like that. So they know it's really you. So 

Rich Bennett 21:33
yeah. 

Aurora Winter 21:33
that's, I have the Aurora Winter Channel and the strategic basics channel, but I also have an AI video channel called Anna zest. Anna zest series, and it's based on my fantasy books. It's you know, it's an AI animated character. like a little book trailer. So we totally lean into AI on that channel with the Anna zest. So and that's appropriate because it's a 

Rich Bennett 21:59
Yeah, 

Aurora Winter 21:59
fantasy book. And who wants to hear me reading a fantasy book? Well, maybe on your other YouTube channel. 

Rich Bennett 22:05
I was gonna say, I think if I put my face on YouTube, though people would, they would get confused. Because after Christmas, the beard comes off. 

Aurora Winter 22:16
Yeah, 

Rich Bennett 22:17
though. 

Aurora Winter 22:17
I notice 

Rich Bennett 22:17
It's like, 

Aurora Winter 22:18
it's 

Rich Bennett 22:18
who 

Aurora Winter 22:18
beard, 

Rich Bennett 22:19
is this guy? What happened? Where'd Rich go then to go tea comes and then the full beard and then 

Aurora Winter 22:23
again. 

Rich Bennett 22:23
comes off Yeah, I'd be like, 

Aurora Winter 22:26
minute. 

Rich Bennett 22:26
wait 

Aurora Winter 22:26
What's 

Rich Bennett 22:26
a 

Aurora Winter 22:26
the seasons of rich? That'd be kind 

Rich Bennett 22:29
Oh, I like that. The seasons of rich. 

Aurora Winter 22:32
of good. 

Rich Bennett 22:33
But at the same time, I've had some guests on who could not share their face on video. 

Aurora Winter 22:40
Yeah, 

Rich Bennett 22:41
because I had an FBI informant who could not show his face. had a young lady who had to use a different name and wrote a book about her ex-husband who was a narcissist. And she 

Aurora Winter 22:52
I 

Rich Bennett 22:52
was still moving about. Then I had another guy who was military. But he couldn't show his face, but I also had the disguised voice. 

Aurora Winter 23:02
Oh, wow. 

Rich Bennett 23:03
Yeah, so I made him sound 

Aurora Winter 23:03
Going 

Rich Bennett 23:04
like me. 

Aurora Winter 23:05
in a deep, deep dive 

Rich Bennett 23:06
-- 

Aurora Winter 23:07
there. 

Rich Bennett 23:07
Oh, yeah, 

Aurora Winter 23:07
Well, 

Rich Bennett 23:07
but 

Aurora Winter 23:08
that's 

Rich Bennett 23:08
it's -- A lot of people don't think about that. Because I give people all the time, Rich, you got to do a video. You got to do a video. I can't. I can't do it with all my guests. 

Aurora Winter 23:17
Yeah. 

Rich Bennett 23:18
-- And 

Aurora Winter 23:18
Well, 

Rich Bennett 23:18
I 

Aurora Winter 23:18
you 

Rich Bennett 23:18
have a 

Aurora Winter 23:19
probably 

Rich Bennett 23:19
tendency to break hammers. hands. 

Aurora Winter 23:22
Your Don't believe what he's saying. He's totally handsome. 

Rich Bennett 23:26
-- 

Aurora Winter 23:27
You 

Rich Bennett 23:27
Go 

Aurora Winter 23:27
asked me 

Rich Bennett 23:29
ahead. No, go 

Aurora Winter 23:30
You 

Rich Bennett 23:30
ahead. 

Aurora Winter 23:30
asked me why did I update this book, Marketing Fast Track? Why the way people can 

Rich Bennett 23:34
I thought that was the new book. 

Aurora Winter 23:36
get -- 

Rich Bennett 23:37
I thought, "Turn." 

Aurora Winter 23:37
To wealth. I updated them both. 

Rich Bennett 23:40
Okay. Okay. Okay. I need 

Aurora Winter 23:42
it. And get, for free, they can get the hard-cover copy of Turn Rids into Well-Fat, Turn Rids into Wealth.com. So go to Turn Rids into Wealth.com and get that book for free. And they will also get this book Marketing Fast Track as an eBook, as a bonus. So, this book Marketing Fast Track, how I made $250, 000 in 90 days with this short book, I updated it because it's a very interesting story like you had said, a lot of authors. don't love marketing. And what I wanted people to know is, you know what? I wrote when I was pivoting from one business to another. I wrote a little short book based on a one-hour interview and I published that book and then I added more value to the people who got it. I gave them some free videos and then people who wanted could jump on a call with me and have a strategy session. 

Rich Bennett 24:35
Hmm. 

Aurora Winter 24:35
And from doing that within 90 days of it becoming a print book, I generated $250, 000 new business. I didn't sell $250, 000 of books but I attracted new business and my typical client invests about $5, 000 a month so it doesn't take that many clients to get new business of $250, 000. And why I decided to update the book so it still got the classic middle of the book which 

Rich Bennett 25:05
right. 

Aurora Winter 25:06
The one-hour interview and then it models and people how to do it and shows them the emails that I sent and gives them everything so they can just do it themselves. I wanted to refresh the book and give a new introduction and a new conclusion so that it's 

Rich Bennett 25:26
for 

Aurora Winter 25:27
the age of AI. And I think one of the points people are sometimes wondering like do you still need a book in the age of AI? Do people read books anymore? 

Rich Bennett 25:36
what 

Aurora Winter 25:36
Like 

Rich Bennett 25:37
is the book? Yes, 

Aurora Winter 25:37
book. Yes, exactly.So  I really wanted to let people know books are not dead. In fact, 

Rich Bennett 25:44
no. 

Aurora Winter 25:44
I think books matter more than ever in the age of AI or in a 

Rich Bennett 25:49
I think 

Aurora Winter 25:49
rich 

Rich Bennett 25:49
your 

Aurora Winter 25:49
is not in vigorously. 

Rich Bennett 25:51
More people read books now. 

Aurora Winter 25:53
Oh yeah. You're noticing more people are reading Why do you think that's happening? 

Rich Bennett 25:58
Because I am. 

Aurora Winter 26:01
Well, I 

Rich Bennett 26:03
honestly do believe that from when I go into all these different book fairs and everything and just seeing all the people going up to the authors. I mean, these places are packed with people going to to meet independent authors and young people too. And young authors as well. But no, I think more people are reading. 

Aurora Winter 26:27
Also, I think in the age of AI when there's so much generic content and like there's a firehouse of content, what makes a big difference is are you an authority? So if you have some of expertise and you put it into a book, you're an authority because the root of the word authority is author after all. So I just wanted to give people, yes, turn words into wealth as a substantial book based on a bunch of research. It's got a whole bunch of stories. It's what you'd expect from a best-selling award-winning non-fiction book. But marketing fast-track is just a little book based on one-hour interview. And now it's got updated 2026. What happened after the book came out and how you can model this as well? Because I will tell a little story like, you know, I think you may remember that when Gmail first came out, it only had three features. So instead of making like 25 features with the engineers thinking what people wanted, they launched it with three features. So so often you can never really understand how did this person get started. So I wanted people to know, hey, with a one-hour interview, you could potentially get started on your path of attracting new business. And then if you want to figure out really how to do it, seven ways, make seven figures. You read this book, turn ribs into wealth. But in spite of the fact that the marketing fast-track is a short book, I think that's what makes it useful. So that 

Rich Bennett 27:57
Yeah. 

Aurora Winter 27:58
people can see, oh, here's the stepping stone that Aurora took. When she's pivoted from one business to another, she used a little book to I used a little book to test and see did people want my help with their marketing? Did people want my help with their messaging? Did people want my help publishing their books because I was doing it completely different business? And with a little book I got to see, oh yeah, people were very interested in that. I spent $12, 000 in advertising, generated $250, 000 in 90 days. I think that is 

Rich Bennett 28:30
Wow. That's 

Aurora Winter 28:31
successful. 

Rich Bennett 28:31
a good ROI. 

Aurora Winter 28:33
That's a good ROI. I highly recommend that people test if you have a new business idea, a new product, 

Rich Bennett 28:39
Yes. 

Aurora Winter 28:39
a new service. Don't go crazy. Give yourself a 90-day test. Give yourself a modest budget to test it. I recommend, like, don't spend more than three months of rent or three months of mortgage payment. That's a reasonable amount. 

Rich Bennett 28:54
Yeah. 

Aurora Winter 28:54
If you're on a shoestring budget to test an unproven idea. 

Rich Bennett 29:00
With your experience in marketing, and this probably has nothing to do with the book, but I'm because I'm seeing a lot of small businesses shut their doors. 

I-I'm not really seeing them doing any paid marketing. They're relying on social media. 

Aurora Winter 29:23
Whoop. 

Rich Bennett 29:24
Only. Which seems a waste of time. It-it does. When you're not doing marketing, you're not advertising or whatever. It's only going to be those select people that-that see and-and 

Aurora Winter 29:38
Yeah. 

Rich Bennett 29:39
find out about you. How do convince these small business owners that one number one, they need to get your books that they can learn how to do it, but they actually do it to market the proper way. 

Aurora Winter 29:55
think that is a very big question. I-it-I think 

Rich Bennett 29:58
It-it's-I 

Aurora Winter 29:58
maybe-maybe 

Rich Bennett 29:58
end. It's 

Aurora Winter 29:59
the 

Rich Bennett 29:59
one of those powerful, socrates questions. 

Aurora Winter 30:02
Yes, you got it. Key is to really start paying attention to your members and track and measure your return on investment or your ROI. So, I like to take things with a sort of light-hearted approach. So I'll do like what I call experiments. So, you know, I' put a thousand dollars or five thousand dollars as an experiment to see 

Rich Bennett 30:25
Right. 

Aurora Winter 30:25
what happens. So for example, I'm doing an experiment right now. People can go to TurnWords into wealth.com and they can get the hardcover book for free. They just cover shipping. Now that's going to cost me the cost of the books. I'm out, you know, ten bucks, everybody who does that, but I want people to do it. And then I'm thinking, okay, let's see what happens because if some of those people convert into five thousand dollars a month of clients, that's a good return on my investment. 

Rich Bennett 30:51
Right. 

Aurora Winter 30:51
So the other thing-people make-people make so many mistakes with their marketing. they return worth into wealth. Hopefully they will avoid these mistakes. But so many people don't even think through, okay, after they've read my book or after they've connected with me, what am I going to sell them? You need to have something to sell. Solve a problem. Entrepreneurs solve problems out of profit. So if you are solving a problem out of profit, like I know you do in many different ways, you solve problems out of profit for your clients, what is that problem costing them if it's not solved? So let's just take an imaginary problem, let's assume that- The problem is costing that business ten thousand dollars a month. If you 

Rich Bennett 31:38
Right. 

Aurora Winter 31:38
can solve it for a thousand dollars a month, well, they're going to pay you all day long and on Sunday, right? 

Rich Bennett 31:46
Yeah, you would 

Aurora Winter 31:47
think. I think- Yeah, I mean, if you were charging a thousand dollars a month, and you can get a new client for a hundred dollars of advertising, well, again, you're going to do that all twice on Sunday, because you're getting a ten x return on your investment. I don't know. I don't think there's a simple answer to your question. But that's what I can give in a couple of minutes. What do you want to add to that, Rich? 

Rich Bennett 32:09
Well, I think when- 

it just- I hate seeing businesses close their doors. Small businesses, especially, frustrates me. But you hear it a lot. It's like, "Oh, I never even knew they existed. I never knew they were around." And I always- I get into arguments about this a lot because people say, "Well, it's in a bad location. I don't believe in that. I don't believe there's no such thing as a bad location." 

Aurora Winter 32:41
Yeah, I 

Rich Bennett 32:42
If- 

Aurora Winter 32:42
agree. 

Rich Bennett 32:42
If you advertise correctly, you'll bring the people to you. 

Aurora Winter 32:47
Yeah. 

Rich Bennett 32:47
No matter what. I always think of field of dreams. If you build it, they will come. Well,once  you build it, you have to let them know. 

Aurora Winter 32:56
You have to advertise. Not just build 

Rich Bennett 32:57
Yes. 

Aurora Winter 32:58
it. 

Rich Bennett 32:59
And I think 

advertising- let's face it, it is hard. I do think that a lot of businesses 

will try something. They don't experiment. Like you said, and we were talking before we started recording. I was telling you about my experiments that I do. But I think that too many businesses- they'll try and advertise an approach. They'll do it for, I don't know, three months, even a year. And if they don't get anything out of it, they stop it right away. And they go on and try something different. And one of the things where I think the businesses are messing up is they're not- How can I say this? Because not all businesses can use a coupon code. And a lot of times- and I found this out for my years and radio- a lot of times when you ask a customer how they heard about your business, they may remember seeing the ad or hearing the ad on one radio station. they'll say another radio station because it was the last station they were listening to. And your ad 

Aurora Winter 34:16
But 

Rich Bennett 34:16
may have never played on that. 

Aurora Winter 34:18
So that's 

Rich Bennett 34:19
it's 

Aurora Winter 34:19
a- 

Rich Bennett 34:20
hard. 

Aurora Winter 34:20
Reliable. 

Rich Bennett 34:21
Yeah, I don't think there's any way to really pinpoint 

a, a, how you know where your advertising is working. Now one of the things I and I always tell businesses this is don't just advertise with one source. 

Aurora Winter 34:40
Um, 

Rich Bennett 34:40
you have to keep your name out there. 

Whether it's a newspaper, whether it's radio station, TV station, podcast, website, look to see how long they've been around. 

Aurora Winter 35:08
Yeah. 

Rich Bennett 35:08
Look to see if you're focused on local, make sure they are truly local. 

Aurora Winter 35:14
Yeah. 

Rich Bennett 35:15
Um, it's 

Aurora Winter 35:17
target local. 

Rich Bennett 35:18
Yeah. Yeah. I don't know if there's 

one way. It'd be nice if there was. 

Aurora Winter 35:28
I think there are multiple ways, but it's also really good to track it. That comes from 

Rich Bennett 35:32
Friday morning. 

Aurora Winter 35:33
You know, I help entrepreneurs, you know, launchers, thought leaders, and until I really question them, they're very loosey goosey with tracking. Okay, let's really lean into like your, uh, and anybody will see to this can do this. Make a list of your ideal clients that you've already, that you already have, you know, come up with a dozen or two dozen names and list them and then look at all of their attributes. Are they a doctor or their lawyer or they, uh, their homemaker or their this age or that. 

Rich Bennett 36:04
Right. 

Aurora Winter 36:04
Or they're a second generation American or they live in a big city or a small city or their income is this or that. Like if you get well, 30 would be an ideal sample size, my NBA is showing 30 is good but you may not have 30 clients that you that you've done a business with that you 

Rich Bennett 36:21
Right. 

Aurora Winter 36:21
we would love to clone just clone the ones that you love that were great. But just analyze that a little bit and it's amazing how much you can learn so many people making a mistake of saying, oh, my business for is for everybody. No, it's not 

Rich Bennett 36:36
it's not. 

Aurora Winter 36:38
And it's better to, like I said, to lean into being more specific, more more unique and get really clear who is your ideal client and then focus your advertising to serve them like they're part of the reason I'm giving away turn returned to well for free, the hardcover book. At turnwords into wealth calm if they want that people do pay the shipping but then they also get the ebooks, the audio books and the marketing fast track ebook, they get all of that. It's because when I looked at my list of my favorite clients that I would love to clone at least a third of them had not heard of me and just got my book on Amazon, it came to me cold I they weren't a referral for somebody else they read turn towards into wealth or even they read marketing fast track they got it on Amazon, then they booked a call with me at book called up is in the next thing you know they ended up being client for five years. So I'm like, oh, I guess the people read my books are very likely to become 

Rich Bennett 37:34
clients right 

Aurora Winter 37:35
help more people read turn words into 

Rich Bennett 37:39
wealth, well that's why they 

Aurora Winter 37:39
so, but everybody can benefit from doing this, whether you've got a service business or you've got a restaurant, ma a list of your ideal clients and see how you can target your advertising more specifically to 

Rich Bennett 37:53
Yes, 

Aurora Winter 37:53
them. 

Rich Bennett 37:55
yeah, and I do think that people make that mistake, which is why are you going to get your books, 

Aurora Winter 38:02
that's exactly right, 

Rich Bennett 38:03
that makes sense to me and book that book that call with you. 

Aurora Winter 38:08
exactly exactly, 

Rich Bennett 38:09
So you can, 

Aurora Winter 38:10
well, 

Rich Bennett 38:11
I 

Aurora Winter 38:12
love helping people and it's also 

Rich Bennett 38:15
it's rewarding. 

Aurora Winter 38:16
It is really rewarding and like I had a call at the client yesterday and you know I've taken an MBA I've launched multiple seven finger businesses from scratch so I'm very comfortable in the startup space and she was struggling just because she hadn't she had been very optimistic about revenue and she'd made all of her costs fixed so her rent was fixed she had a lot of people on her staff they were fixed she had all of these. fixed costs, but her revenue forecast was two to ambitious so her revenue was below her expenses now it's a structural problem like if she had made her costs variable costs so instead of having you know six people waiting for customers to walk in the door she. Match her staff to the actual demand this would solve a bunch of problems that I think, you know one tip if business owners are listening to this how can you change your costs from fixed to variable and how can you possibly get the cash before you've done the work instead of after this all of these things matter a lot is 

Rich Bennett 39:29
there 

Aurora Winter 39:30
for a start a new startup business cash is king. 

Rich Bennett 39:34
Oh, yeah, it is. Especially with 

AI, and I think this is important. Um, and websites, SEO, you know, people are still pushing SEO, 

but is SEO given way to AI search and geo. 

Aurora Winter 39:57
So what I recommend is 'yes, 

Rich Bennett 40:00
with me'. 

Aurora Winter 40:01
come 

Rich Bennett 40:01
SEO, jio, aio. No, I'm 

Aurora Winter 40:05
not joking. Go through the whole album. 

Rich Bennett 40:06
Yeah. 

Aurora Winter 40:08
You need to communicate not just to human beings, but also to AI these days. for example, one of the things I did is I went through, I didn't finish the book yet, so what I went through about half of turn, and I turned it into questions and answers that are short. I thought through, okay, this content is written for a human being to read. So I like the neuroscience of communication, like it's written in a way that you'll enjoy reading and it's full of stories, full of actionable things. But, uh, AI is more question and answer, and it likes 

Rich Bennett 40:42
So 

Aurora Winter 40:42
more neutral content. So if people go to same page publishing comm, they can click on the, we have we call a wealth lab and that wealth lab is really about a third of the book. Turn origin to wealth, turn into questions and answer format. So if somebody asks a question, like, what is a million dollar message? Or what is a strategic brand showrunner? Or why do stories matter? 

Rich Bennett 41:07
Right. 

Aurora Winter 41:08
These kinds of straightforward questions and it has a short answer. So nowadays, I think we do need to optimize SEO still matters, but Geo or... whatever it's going to end up being called matters too. And you want to give neutral answers in 

Rich Bennett 41:28
Right. 

Aurora Winter 41:28
a way think through what is the question of human being would type and then give a neutral answer. So the other thing that the quick tip I can give is when you make pages like that, you probably don't want more than 20 questions and answers on a page. They can all be clustered around the same topic. And then at the front at the top of the page and probably at the bottom as well, you put who you are, your claim to fame, your website, what you're known for and name the things that you do give your 

Rich Bennett 41:59
Yeah. 

Aurora Winter 41:59
give your things specific names. So like I do the movie trailer mindset, uh, you know, I'm a strategic brand showrunner. So I have different names. I help people create their billion dollar message. So I have all these trademarks and 

Rich Bennett 42:13
Okay. 

Aurora Winter 42:13
so the AI can start to go, oh, Aurora Winter. She's the founder of Samepage Publishing.com and she is the one who's a TV producer who has the movie trailer mindset and the showrunner ideas and that's what she doesn't, they can, then I can be recommended. Yes, appropriate. 

Rich Bennett 42:33
Because I'll be honest with you now. I mean, how many people even 

Aurora Winter 42:37
use. 

Rich Bennett 42:38
Search being searched whatever anymore. It's 

Aurora Winter 42:41
Yeah. 

Rich Bennett 42:41
usually co pilot or I forget what the other one is but you're search engines or your browsers have AI incorporated. So you're actually asking an AI and how many people will ask I can't say your name, Lexi for that information. 

Aurora Winter 43:04
Yeah. 

Rich Bennett 43:05
And she will respond to that. Um, and those of you listening to especially businesses and guess that if you have a Lexi, what's the Google one? Nest? No. 

Aurora Winter 43:19
Well, you're making me want to just pop in here and say this is another reason to be a publish author, because AI looks at Amazon and goodreads and places like that 

Rich Bennett 43:30
Yes. 

Aurora Winter 43:31
and that is given very high waiting. So it's another way to make sure that you show up, you know, as the authority that AI recommends, not the one it replaces. So a book really becomes a very important piece of your intellectual property, but also it helps you come up in the AI search 

Rich Bennett 43:52
and every business owner should have a book. 

Aurora Winter 43:54
Yeah, every business owner should have 

Rich Bennett 43:56
I 

Aurora Winter 43:56
a 

Rich Bennett 43:56
mean, 

Aurora Winter 43:56
book. 

Rich Bennett 43:56
and actually, do you, do you see where? So, um, I so with businesses, I know brands important, but especially for the business owner is personal brand, just as important or maybe even more important. 

Aurora Winter 44:14
You know, the way that I think about it, I think that you're, The brand is the story that other people tell about 

Rich Bennett 44:21
yeah. 

Aurora Winter 44:21
you when you're not in the room. So I think you personally have more stories than any business, but a business I think we make a mistake if we get too corporate with our business messages, you know, even if you're running a multi million dollar company. 

Rich Bennett 44:38
Yeah. 

Aurora Winter 44:38
You want to lean into the stories, your story, but the stories of the clients whose lives you have transformed. That's what people remember, that's what people repeat, it's story story story. So yeah, I think, you know, your personal brand is, is your most valuable asset. It's the story people tell about you when you're 

Rich Bennett 44:57
Yeah. 

Aurora Winter 44:57
not. So make sure that you give them lots of stories and, you know, Gary Vee, I think Gary Vaynerchuk is a good 

Rich Bennett 45:04
Oh, he's 

Aurora Winter 45:05
best. 

Rich Bennett 45:05
awesome. 

Aurora Winter 45:06
He's great, and he, uh, he's dyslexic, so he hasn't had his goals riders to help him write his 

Rich Bennett 45:13
I 

Aurora Winter 45:13
books. 

Rich Bennett 45:13
didn't do that. 

Aurora Winter 45:14
Yeah, he doesn't like writing, he's dyslexic, but he knows how to hire a team. That's, you know, that's what I do for my clients, but I have my clients are dyslexic, 

Rich Bennett 45:22
Yeah. 

Aurora Winter 45:23
or they don't like words, but they can talk. So I help people talk their books out. Anyway, Gary Vee, he's all about social media, but he also publishes at least one book every year. He doesn't miss that step, and it's important because if you take the time to write a book, you'll get much more clear what you want to say, and then you're ready to speak on stages or on podcasts. Most of the time Gary Vee is talking about that he posted 400 things on social media that day, which overwhelms 

Rich Bennett 45:53
people. 

Aurora Winter 45:55
For the main or media, it's opposed things on, on my social media, so he's all about social media, but he doesn't neglect publishing a book 

Rich Bennett 46:04
year, 

Aurora Winter 46:04
every 

Rich Bennett 46:05
yeah, 

Aurora Winter 46:06
approximately every year. 

Rich Bennett 46:07
That man is amazing. 

Aurora Winter 46:09
He is, isn't 

Rich Bennett 46:09
He is. 

Aurora Winter 46:10
he? 

Rich Bennett 46:10
I would love, actually, we, there was a, I went to, it was a webinar. A guy I followed had and Gary Vee was the speaker, and not a lot of people, we were all in the Zoom room. And you could ask Gary Vee questions afterwards, but yeah, his, his story, wow, 

Aurora Winter 46:31
Yeah. 

Rich Bennett 46:31
wow. Just amazing. Boy. 

Aurora Winter 46:33
And we're going from Belarus and look at what he's made for himself. 

Rich Bennett 46:37
Yeah. 

Aurora Winter 46:38
But I love how he really show, he doesn't show up like, oh, I'm VaynerMedia, he shows up like Gary Vee. 

Rich Bennett 46:45
Yeah. 

Aurora Winter 46:45
You get to know that he likes playing cards that he cares about the jets, you know, that he's got this. 

What's it called v friends that is 

Rich Bennett 46:56
Mm 

Aurora Winter 46:56
for 

Rich Bennett 46:57
hmm. 

Aurora Winter 46:57
kids, 

Rich Bennett 46:57
Yeah, 

Aurora Winter 46:57
like he doesn't isolate silo by silo. And then he shows up, and obviously, the most people cannot afford to work with media because they deal with Fortune 500 companies, 

Rich Bennett 47:10
right. 

Aurora Winter 47:10
but if you're listening to Gary Vee, go, hi, I posted 400 things on social media today and you're running a big company, yeah, you can hire VaynerMedia. So, he's not trying to be, but then he's just giving help for free to, to the rest of us, but it still works to fill his pipeline. 

Rich Bennett 47:29
Yeah. 

Aurora Winter 47:29
I think that's a good model that almost any business owner can, can copy, like don't you don't have to withhold your best content, you can give it away for free. You can help everybody, you know, around the world for free and a select proportion of those people who would just say, would you just do it for me, Aurora? Can you just do my book for me, can you just interview me, launch the book? Yeah, my team had me glad to help you. 

Rich Bennett 47:58
I gotta get back to work on mine 

Aurora Winter 48:01
I, 

Rich Bennett 48:01
because 

Aurora Winter 48:01
oh, what's the status of your book? 

Rich Bennett 48:03
I had, I had stopped doing it because I just got so busy and then I had another young lady going on Nicolette holiday and she, she told me I need to get back to work on it. 

Aurora Winter 48:20
I'm going to double down on that and get back to work on it. 

Rich Bennett 48:23
W, the reason I stopped was, I was, originally I was going to write a book about podcasting and I stopped because it's like, there are so many books about podcasting out there and she brought up a good point because the people are reading them. Well, I guess they are, excuse, but they're not reading yours, I suppose, because I haven't written much because it's like, damn. 

Aurora Winter 48:48
Well, a lot of things you could write a book about, is that when that's alive in you? Because I think you could also write us about sobriety. You could write about making a difference. You could write about- 

Rich Bennett 48:58
Oh, there's a lot I could write about. 

Aurora Winter 48:59
You could 

Rich Bennett 49:00
about 

Aurora Winter 49:01
write 

Rich Bennett 49:01
Most of the stories on my podcast are learned but, and the more and more I thought about it is like, you know what? I don't want to, I don't want to, it would be about podcasting, but when I learned from podcasting. 

Aurora Winter 49:17
Yeah. 

Rich Bennett 49:17
Because that way I can,there's  so many things I can incorporate, you know, from the one that's over 10 years and how I started, how I monetized before I started, but the guest as well, all the different guests, what I've learned from my guest, and how podcasting has helped me, you know, actually I would say become a better person. And learn, 

Aurora Winter 49:40
Great. 

Rich Bennett 49:40
and learn so much, uh, and I didn't give up. I didn't. 

Aurora Winter 49:45
That's the key to life. 

Rich Bennett 49:47
Yeah. Because I mean, when I started, I was, once a month and I, I didn't even drop on certain days. It's just dropped whenever. Um, 

Aurora Winter 49:59
uh, 

Rich Bennett 49:59
and then I went to once a week and, and now three times a week. And I kept it steady at three times a week for a long while, and probably still will. I can't go every day like some people say they, oh you do it every day. No, I don't. 

Aurora Winter 50:18
Yeah. 

Rich Bennett 50:18
I don't want to burn 

Aurora Winter 50:19
So 

Rich Bennett 50:19
myself out. 

Aurora Winter 50:21
So what's one thing you want to share with listeners that you learned from doing podcasts? 

Rich Bennett 50:28
You know what, something you mentioned earlier about the powerful 

Aurora Winter 50:33
questions. 

Rich Bennett 50:34
And that's one of the things I want people to know. Don't be afraid to ask questions, because that's how you're going to learn. And that's how I 

Aurora Winter 50:42
want, 

Rich Bennett 50:43
and don't be afraid to talk to anybody. 

Aurora Winter 50:48
Yeah. 

Rich Bennett 50:49
I mean, there, at first when, when I started this, if somebody said, oh, you ought to talk to this person that's in recovery, my first thought would be, 

no, I don't think I was, you know, or even talking to people who have lost loved ones to suicide. But it, I'll be honest, if you're aware of when I do, yeah, there are times that where I've cried on the podcast hearing their stories. It's meant a lot to me. It's meant a lot to them, and it's helped other people. And that's how I tell everybody. Everybody's got a story to tell. 

Aurora Winter 51:29
Yeah. 

Rich Bennett 51:29
Get out there and tell it, because you never know whose life you can change. 

Aurora Winter 51:34
exactly 

Rich Bennett 51:34
And 

Aurora Winter 51:34
right. 

Rich Bennett 51:34
I 

Aurora Winter 51:34
So what's stopping you? 

Rich Bennett 51:35
think I learned 

Aurora Winter 51:36
What? 

Rich Bennett 51:37
For writing it? 

Aurora Winter 51:37
That's, yeah. 

Rich Bennett 51:38
Right now it's just 

Aurora Winter 51:39
stopping or telling you. 

Rich Bennett 51:41
Just, just time right now. I am going to, 

because I told Nick, I said, look, after the holiday, I will start on it. Again, even if I'm only sitting down for an hour writing, 

Aurora Winter 51:57
yeah, 

Rich Bennett 51:58
at least I'm writing, know, and I'm not writing. I'll be dictating because I can't even read my own, right? So I'll open up Microsoft 

Aurora Winter 52:09
you 

Rich Bennett 52:09
Word and talk into the microphone, you know? 

Aurora Winter 52:11
Yeah. All right. I want to see this book. You're going to, 

Rich Bennett 52:15
yes, ma'am, 

Aurora Winter 52:15
you're accountable and getting, 

Rich Bennett 52:17
yes, ma'am. 

Aurora Winter 52:18
Yeah. Just follow your own medicine, like, 

Rich Bennett 52:21
yeah, 

Aurora Winter 52:21
But you were sharing, I could see your face lit up. You have some things to share. It can definitely help other people. Plus, it's part of your legacy and it can be part of attracting people to anything that you're up to. And my typical client, they have no time because they're busy running a business. And that's why they like working with me because once 

Rich Bennett 52:41
yeah. 

Aurora Winter 52:41
a week, I interview them or they come for a VIP day and I interview them and just bang out their stories. But most, many people don't really like writing. But if somebody is them questions, it's easy to answer questions. It's easy to be on a podcast, you know? 

Rich Bennett 52:58
But if it's. Oh, it is. 

Aurora Winter 53:00
Yeah. 

Rich Bennett 53:01
And it's weird. Well, let's me phrase that for me, it's weird to be a guest on a podcast. So 

Aurora Winter 53:08
so 

Rich Bennett 53:08
you're 

Aurora Winter 53:08
used to being the 

Rich Bennett 53:08
on the 

Aurora Winter 53:09
host 

Rich Bennett 53:09
other side. 

Aurora Winter 53:10
Yeah. 

Rich Bennett 53:10
You know, it just, it just seems, I don't know. This seems weird. But anyway, is there anything you would like to add before you pick the last question? 

Aurora Winter 53:22
I get to pick the last question. Well, I 

Rich Bennett 53:24
to. I 

Aurora Winter 53:24
just 

Rich Bennett 53:25
don't 

Aurora Winter 53:25
want 

Rich Bennett 53:25
know if you did that last time. Did you? 

Aurora Winter 53:27
Maybe 

Rich Bennett 53:28
I can't remember. 

Aurora Winter 53:29
the last question goes to the next guest. 

Rich Bennett 53:32
No. 

Aurora Winter 53:33
No. Okay. I just really want to echo what you said, Rick. You know, that your stories matter and the whatever stopping you or stalling you. Just try to get over it because it 

Rich Bennett 53:46
Yeah. 

Aurora Winter 53:46
just imagine that your book could save somebody's life or it could save their business from going bankrupt. It could save them from hopelessness and depression and despair. And then if you need help, reach out to somebody like me or reach out to me at samepagepublishing.com. But why not start by reading my book for free? Turn. 

Rich Bennett 54:03
Yeah. 

Aurora Winter 54:04
If calm and get the hard to ever book for free, you get the e-book. You get the audio book. You can't a workbook. And you get the e-book of marketing fast rock gift to you. 

Rich Bennett 54:14
You're getting everything but the kitchen sink. 

Aurora Winter 54:17
Everything but the kitchen sink. 

Ya. 

Rich Bennett 54:26
Yeah. 

Aurora Winter 54:27
Help to, uh, to write it, then reach out to me or somebody like me, or just.. Do it. Just do it. Okay. 

Rich Bennett 54:39
All right. I need your pick a number between 

Aurora Winter 54:42
1 and 5. 7. 

Rich Bennett 54:43
So, what between 1 and 5? 

Aurora Winter 54:45
1 and 5, I thought it 

Rich Bennett 54:47
was... 

Aurora Winter 54:48
I'm sticking with 7. 

Rich Bennett 54:51
Well, you know what, I can just go to question 7, huh? 

Aurora Winter 54:54
I'll go 3 even. 

Rich Bennett 54:56
Wait a minute, hold up. Wait a minute. 

Aurora Winter 54:58
Do 

Rich Bennett 54:59
You know what, 

Aurora Winter 55:00
you have 7? 

Rich Bennett 55:00
I mean, because I got 100 questions, but I just got them broken up into categories. 

Aurora Winter 55:05
Uh-huh. 

Rich Bennett 55:05
I can do number 7 if you want. I think it'd be a good one. 

Aurora Winter 55:08
Okay, let's go for 7. 

Rich Bennett 55:10
Okay. What is a hidden talent or interest you have that might surprise people? 

Aurora Winter 55:17
Hmmm. 

A hidden talent or interest? Well, I already revealed that I love pickleball, so that was there. Uh, I really do love fantasy. We didn't talk about fiction on this call at all. Uh, written a fantasy series for young adults, just kind of like Harry Potter meets Doctor Who. It's called Magic Mystery and the Multiverse. And one of the reasons that most people don't know that I wrote it is because I think nothing matters more than educating the next not educating, inspiring the next generation. And one of the themes in that fantasy series is about free speech versus censorship. 

Rich Bennett 56:03
Oh. 

Aurora Winter 56:03
So I wrote it, I started writing it during 2020 when we had a cancel culture going on. And I still I think that's one of the most important issues. In fact, I talk about that on strategic basics quite a bit. I think the most dangerous thing in our society is if we if we have cancel culture, if we censor people. I think we talked about this before we started the recording, but you know, you you mentioned somebody had a video out about a reasonable topic 

Rich Bennett 56:34
about. 

Aurora Winter 56:34
to talk 

Rich Bennett 56:34
Yeah. 

Aurora Winter 56:35
the video was banned by YouTube and then it got it back on and then the whole channel was banned. I think this is a very dangerous thing for our society 

Rich Bennett 56:45
So this 

Aurora Winter 56:45
as something I'm super passionate about. And I think everybody can lean into, like be curious about other people's opinions. Don't don't muzzle other people or silence them or erase them be curious, be 

Rich Bennett 57:02
Yeah. 

Aurora Winter 57:02
curious. And hey, if you really don't like their opinion, stop listening to them. Go listen to somebody else. But if we make our whole society so intolerant that we can't stomach other people having different opinions about politics or about health or about whatever, we're going to be in a terrible terrible place. 

Rich Bennett 57:23
Oh, yeah, 

Aurora Winter 57:24
be. Yeah. 

Rich Bennett 57:25
We're we're all going to be what do you call clones of 

Aurora Winter 57:29
All 

Rich Bennett 57:29
one? 

Aurora Winter 57:30
clones. Yeah. 

Rich Bennett 57:31
You don't want you don't want that. I think that could be a good movie though Harry Potter meets Dr. 

Aurora Winter 57:37
who. Yeah. 

Rich Bennett 57:37
But which doctor who? 

Aurora Winter 57:40
Who? Ah. 

Rich Bennett 57:41
Who? That's 

Aurora Winter 57:43
it. 10th doctor. 

Rich Bennett 57:46
Oh, God. Oh, Mara. Thanks so much. It's been it's always great talking to you. 

Aurora Winter 57:51
Thanks, Rich. 

Rich Bennett 57:52
ou're, thank you again for coming back. And I have to say, I think this conversation really reinforces something all of us need to remember, as AI continues to change the way we work, market, right, and even communicate, use the technology, learn it, experiment with it, let it help you work smarter, but don't hand over the things that make you human. I love what Arora shared about our four human superpowers. Our stories, our smile, our style, and Socrates. Our ability to ask powerful questions. AI can give us information, generate ideas, check our work, and help us reach more people, but it can't replace our experiences, our relationships, our curiosity. Or the reason we're doing what we're doing in the first place, and something else really stood out to me today. Whether you're an author, an entrepreneur, business owner, podcaster, or somebody who simply has something meaningful to share, don't assume people will magically find you. Tell your story, build your brand, market what you're doing, ask questions, experiment, measure what works and most importantly, don't be afraid to put yourself out there. Because as Arora and I talked about your story can help somebody you will never meet, could save a business, it could give somebody hope, could even change a life. And Arora, apparently you've also given me another kick in the ass to finish my own book. So now I've got two, three, I don't even know how many people hold me accountable, so I guess I better get the work, make sure you check out the updated editions of Turn Words into Wealth and Marketing Fast Track and connect with Arora at SamePeachPublishing. Arora, thank you again for joining the conversation, sharing your knowledge and reminding all of us that in an age when technology can create almost anything, be in genuinely human may be our greatest advantage. Until next time, I'm Rich Bennett. Thanks for listening and remember, every great conversation starts with someone willing to listen and someone willing to share. Now's your turn. Join the conversation by sharing this episode. Leave in a comment or reaching out to me directly. Take care, be kind to one another and I'll talk to you again soon.