Week 9 Full Class

Summary

The speaker discusses the transformative impact of AI on businesses, emphasizing its collaborative potential rather than job displacement. They share personal insights on leveraging AI for media buying, particularly in creative development. The focus is on using AI to generate ad copy and images, with a detailed guide on how to prime AI with company information for effective ad creation. The script provides expert prompts for AI to produce high-performing ads and stresses the importance of simplicity and understanding the target audience. The speaker also covers the process of refining AI-generated images through iterative prompting.

Takeaways

• 😀 AI tools are increasingly prevalent and are used to enhance business efficiency, though the speaker believes AI will not replace as many jobs as some predict.
• 🤖 The speaker emphasizes a collaborative relationship between AI and humans, where AI amplifies human effectiveness in job performance.
• 🏭 In the speaker's experience, AI is particularly useful in the creative development aspects of media buying, such as generating ad copy and images.
• 🎨 The speaker is skeptical about AI-generated videos, believing they are not yet of sufficient quality for effective advertising.
• 📝 The speaker spends 80% of their time with AI on generating ad copy, using it as a tool to spark ideas for images, video scripts, and more.
• 📈 The tool of choice mentioned is 'chat gbt' (likely a mispronunciation or typo for 'Chat GPT'), which is used for generating ad copy based on provided prompts.
• 💰 The cost of using GPT 4 is highlighted as being very affordable at $20 per month, with the free version 3.5 also available for practice.
• 🔑 The effectiveness of Chat GPT is tied to the quality of prompts provided to it; better prompts yield better results.
• 📚 The speaker suggests priming Chat GPT with detailed information about the company, product, and target audience to improve the quality of generated ad copy.
• ✍️ The speaker shares their method of using Chat GPT by first having it ask 20 questions to understand the company better, then answering those questions in detail to enhance AI's performance.
• 🔄 The speaker recommends editing AI-generated copy to refine it and avoid an 'AIish' tone, thus ensuring the copy resonates well with the target audience.

Q & A

What is the speaker's stance on AI replacing jobs?

The speaker believes that AI will not replace as many jobs as some people think. While AI will replace some jobs, it will be more of a collaborative experience, making humans more effective in their roles.

How does the speaker describe the use of AI in media buying?

The speaker uses AI primarily for creative development in media buying, specifically for generating ad copy and ad images. They mention that AI is not yet good enough for video generation from scripts, and they will only recommend it when it meets their quality standards.

What is the speaker's recommendation for using AI tools like GPT?

The speaker recommends using GPT 4 for professional work due to its effectiveness, which is affordable at $20 a month. They suggest starting with the free GPT 3.5 version for practice if needed.

What is the key to effectively using chat GPT according to the speaker?

The key to effectively using chat GPT is being good at prompting. The speaker emphasizes that the better the prompts, the better the responses from the AI.

What does the speaker suggest doing before asking GPT to write ads?

The speaker suggests priming GPT with detailed information about the company, its messaging, and the customer avatar. This includes answering a series of questions to help GPT understand the company and product better before creating ads.

How many times did the speaker ask GPT to ask questions for better understanding?

The speaker asked GPT to ask questions three times to gain a deep understanding of the company and its marketing aspects.

What is the purpose of the 'slaughtered lamb' ad structure mentioned by the speaker?

The 'slaughtered lamb' ad structure is used to grab the prospect's attention, stop their aimless scrolling, and make them focus on a specific problem or goal. It is designed to create buyer intent and make prospects receptive to purchasing.

What is the importance of keeping ad copy at a fourth-grade reading level according to the speaker?

Keeping ad copy at a fourth-grade reading level ensures that it is simple and easily understood by a wide audience, including the smartest people. This simplicity leads to more clicks and conversions, making it a crucial aspect of effective marketing.

How does the speaker describe the process of generating ad images with AI?

The speaker describes a process of giving AI simple prompts and then following up with multiple questions to refine and perfect the image until it meets the desired specifications.

What does the speaker suggest doing with the AI-generated ad copy?

The speaker suggests not just copying and pasting the AI-generated ad copy directly. Instead, they recommend editing the copy to remove any 'aiish' qualities and make it more natural and engaging.

Outlines

00:00

🤖 The Impact of AI on Business and Job Market

The speaker introduces the prevalence of AI tools in the market and discusses the common belief that AI will replace jobs. However, they express skepticism about AI replacing as many jobs as some predict, believing AI will instead enhance human productivity. The speaker shares personal experience in using AI for creative development in media buying and highlights two primary applications: generating ad copy and ad images. They note the limitations of AI in video generation and promise to update their course material when the technology improves. The speaker emphasizes the importance of using AI collaboratively to amplify human effectiveness.

05:00

📝 Mastering AI for Ad Copy Creation

The speaker delves into the specifics of using AI for generating ad copy, mentioning their personal use of Chat GPT. They discuss the cost-effectiveness of the tool and the importance of priming the AI with detailed information about the company, product, and target audience to improve performance. The speaker shares a strategy of asking Chat GPT to generate questions that help understand the company better, advocating for thorough preparation before creating ad copy. They also provide a link to a Google doc with effective prompts and stress the significance of good prompting to achieve high-quality ad copy.

10:01

🛠️ Advanced Techniques for AI-Powered Ad Copy

Building on the previous paragraph, the speaker outlines an 'expert level hack' for priming AI with extensive company knowledge before creating ads. They describe a process of asking AI to generate and answer a series of questions to familiarize it with the company's brand, products, and marketing strategies. This method is presented as a time-saving technique that can significantly enhance the AI's ad copy output quality. The speaker also emphasizes the importance of using the right prompts and provides a detailed example of how to structure these prompts for maximum effectiveness.

15:02

🎯 Crafting Effective Facebook Ad Prompts

The speaker provides a detailed breakdown of crafting effective Facebook ad prompts using a structure known as the 'slaughtered lamb.' They offer a real-world example from the golf niche to illustrate how this structure can create high-performing ads. The speaker explains each component of the ad structure, from making big promises to establishing scarcity, and instructs how to use these components in prompts for AI to generate compelling ad copy. They stress the importance of clarity, simplicity, and emotional impact in ad copywriting.

20:02

🖋️ Editing AI-Generated Copy for Optimal Performance

The speaker discusses the process of refining AI-generated ad copy to avoid an 'AIish' tone and to ensure the copy resonates with human readers. They emphasize that AI-generated copy should not be used as-is but should be edited for clarity, brevity, and emotional appeal. The speaker suggests that this editing process can save significant time compared to writing copy from scratch and encourages the use of AI as a tool to augment marketing efforts efficiently.

25:02

🖌️ AI-Assisted Image Generation for Ads

Shifting focus to image generation, the speaker describes their approach to using AI for creating ad images. They explain that the process differs from ad copywriting, requiring simpler prompts and iterative follow-up questions to guide the AI towards the desired image. The speaker illustrates this with an example of generating an image of a productive professional using AI technology, demonstrating how to refine the AI's output through successive prompts to achieve the final image that meets the advertising needs.

30:02

🕒 Time Savings and Testing with AI in Marketing

In the final paragraph, the speaker reflects on the time-saving benefits of using AI in their marketing work, estimating a reduction in daily workload by about one to two hours. They advocate for testing AI-generated content against self-written content to assess performance, highlighting the importance of not solely relying on AI but using it as a tool to enhance efficiency and effectiveness in marketing tasks.

Keywords

💡AI

AI, or Artificial Intelligence, refers to the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions. In the video, AI is central to the theme as it discusses the impact of AI on job markets and its use in business effectiveness, particularly in the context of media buying and ad copy generation.

💡AI tools

AI tools are software applications that incorporate AI to perform tasks such as data analysis, image recognition, or language processing. The script mentions the rapid development and release of new AI tools, emphasizing their increasing importance in various business sectors.

💡Media buying

Media buying involves purchasing advertising space from various media outlets to promote products or services. The video discusses how AI can enhance the effectiveness of media buying, particularly in the creative development of ad campaigns.

💡Ad copy

Ad copy is the text used in advertising to persuade potential customers to take some action, such as making a purchase. The script highlights the use of AI in generating ad copy, showcasing its utility in creating compelling and effective marketing messages.

💡Chat GPT

Chat GPT is a hypothetical AI chatbot mentioned in the script that is used for generating ad copy and images. It operates based on prompts provided by the user, and the script emphasizes the importance of effective prompting to leverage its capabilities fully.

💡Prompts

In the context of AI, prompts are the initial inputs or questions provided to the AI system to generate a response or perform a task. The script discusses the art of crafting good prompts as a key to successful AI collaboration, especially in creating ad copy.

💡Collaborative experience

The term 'collaborative experience' in the video refers to the synergy between humans and AI, where AI is not seen as a replacement for human jobs but as a tool that enhances human capabilities. This concept is used to argue against the idea that AI will replace jobs, suggesting instead a partnership where AI makes humans more effective.

💡Creative development

Creative development is the process of generating original ideas and concepts, particularly in the context of advertising. The script identifies creative development as an area where AI can significantly assist, by generating ad copy and images that can inspire further marketing strategies.

💡Scarcity

Scarcity in marketing refers to the principle of making a product or offer seem less available, thereby increasing its perceived value and urgency to purchase. The script mentions building scarcity around a limited-time discount as a strategy in ad copy to drive sales.

💡Slaughter Lamb

The 'Slaughter Lamb' is a specific ad structure mentioned in the script, attributed to David Ogilvy, known for creating compelling advertising. The script uses this term to describe a method of structuring ad copy to grab attention and create a sense of urgency and desire.

💡Prime the GPT

Priming the GPT refers to the process of providing the AI system with detailed background information about a company, its products, and its marketing goals. The script describes this as a crucial step to ensure the AI can generate more contextually relevant and effective ad copy.

Highlights

AI tools are increasingly being adopted by businesses for improved efficiency, but the speaker believes AI will complement rather than replace jobs.

The speaker emphasizes the importance of AI in creative development within media buying, particularly in generating ad copy and images.

AI's role in video generation is acknowledged, but the speaker finds current AI-generated videos insufficient for high-quality ads.

The speaker shares personal experience using AI for ad copy generation, which saves significant time and effort.

Chat GPT is recommended for ad copy generation due to its cost-effectiveness and efficiency.

The process of prompting Chat GPT is crucial for effective ad copy, with the speaker advocating for clear and well-structured prompts.

The speaker provides a method for 'priming' Chat GPT with detailed company information to improve the quality of generated ad copy.

A detailed list of 20 questions is suggested to familiarize Chat GPT with a company's brand, products, and target audience.

The speaker discusses the importance of keeping ad copy at a fourth-grade reading level for maximum effectiveness.

Three distinct ad copy templates are introduced, each with a unique structure for generating effective Facebook ads.

The 'Slaughter Lamb' ad structure is highlighted, a proven method for creating compelling ads.

The speaker shares examples of high-performing ads and explains how they align with the 'Slaughter Lamb' structure.

Instructions for customizing the ad copy templates with specific product and target market information are provided.

The process of iteratively refining AI-generated images through follow-up prompts is demonstrated.

The speaker advises against directly using AI-generated copy, instead recommending editing for a more natural tone.

AI is positioned as a time-saving tool in the speaker's workflow, allowing for more efficient ad creation.

The speaker encourages testing AI-generated ad copy against manually created copy to evaluate performance.

Transcripts

so at this point I'm pretty sure you've

heard of all the of all these new AI

tools that are coming out um you know

there's a new AI revolutionary AI tool

that's launched every day and um there's

a lot of different ways in which

businesses are using AI uh to be more

effective um there's also a lot of

people saying that AI will replace most

jobs and I'm not going to get into a

debate here uh about that I don't think

a replace as many jobs as people think

it will definitely replace some but not

half as much as people think I

definitely think every single company

will be using AI uh but I think it will

be more of a collaborative experience

where AI makes the human that does the

job um 10 times more effective and than

if than if he or she didn't use

AI

um in media

buying and I'm speaking for my personal

experience the aspects the parts in

which I use um in which AI can can help

you the most are going to be definitely

the creative development side of things

and

um that that's exactly what I'm going to

be going over in this

class I'm going to show you I'm going to

show you the two ways in which I use AI

myself um which the first one is

generating ad copy and the second one is

generating ad images there's other ways

um in which we could use AI you know

there there's there's AI tools to create

videos uh but you know just straight up

video generation from an input of a

script using AI is still not good enough

in my opinion so

I I I I keep testing it you know once in

a while but until it's good enough I'm

not going to be recommend commending it

to you because you won't be able to

create good quality videos that are good

ads but if at any point um I feel like

it is good then I will add it to this uh

to this section of the course so that

you can have you know an extra tool in

your belt to make you that much more

effective and save you that much more

time you know uh coming up with videos

or you know coming up with video ideas

and and stuff like that so the first

thing we're going to get into is going

to be add copy which is where really 80%

of my time with AI is is spent um I do

do some image generation uh and there

are there are there are some great AI

images that I've been able to come up

with u that have performed really well

as ads but most of the time that I'm

that I'm working with with AI in this

case obviously it's it's chat gbt um

most of the time I'm just generating ad

copy and then from the ad copy I

actually get ideas for images I get

ideas for video scripts I get ideas for

all kinds of stuff um so again obviously

the tool that I use is chat gbt uh more

than likely you your employer will have

a chat TBT account that you're going to

be able to use if they don't um the

first thing you can do is just ask them

to create one because it's it's it's

extremely cheap it's like 20 bucks uh 20

bucks a month um for GPT 4 and it's more

than worth it um in the meantime you can

use the free 3.5 GPT 3.5 version to you

know to practice if you don't want to

purchase the uh the paid version it's

completely fine but when you do get the

job and you start working professionally

I'd highly recommend that you get access

to gp4 and just just ask your employer

to get it it's it's extremely cheap and

I'm sure nobody's going to you know

um put any uh problems on getting

it now for those of you who aren't

familiar with chat TPT and you haven't

used it before chat TPT works on the

base of prompts you have to prompt it

and then it spits out a reply um prompts

are essentially questions uh or tasks

that you ask it to perform uh you know

you pose it the prompts right here you

basically send it a message

um and then it will spit out a reply and

then the thing is the better the

questions you ask the better the

prompts the better the

answers so the real key to being able to

use chat GPT is being really good at

prompting

um you know cuz anyone going get access

to chat gbt and anyone could like if it

was very easy anyone could just come up

with really good ad copy and it wouldn't

like it would be it would be a mess if

if anyone could come up with world class

ad copy so the thing is I didn't want to

spend the time to become very good at

prompting with chat PT so what I did is

I just paid a chat PT advertising you

know copywriting expert um to create the

best prompts for generating solid ad

copy um and now I'm going to give them

to you so you can you can always use

these and I've been using these for over

a year they work phenomenally well so I

highly highly uh recommend that you use

them so if you check the description of

this video there will be a um a Google

doc Link in there so you can just open

the the you can just open the link and

and you'll see all the prompts there but

before you you start using prompts uh

before you start using the prompts that

I give you there's one thing I highly

recommend that you do which is you want

to Prime the your

GPT to understand the company and

understand the messaging and understand

the customer Avatar and understand as

much as it can about the company about

the product that you're going to be

promoting that you're going to be

wanting to create ads for um you want

your GPT to understand as much as

possible before you actually ask it to

write ads and this is again another

thing that most people don't do and it

is a chat gbt you know expert level hack

um that just most people don't don't go

through it they just open chpt with no

prior history and they just ask it hey

ask uh hey um write some ad copy for you

know product XYZ you know talk about

feature a BC and you know problem you

know whatever um without giving it any

context because they they forget that

this isn't basically an AI bot and the

more information you give the AI bot the

better it performs um um so how do you

actually do that in chat TBT it's very

simple

um you give it an initial prompt that

looks something like this so you're here

in chat TBT here you can type a message

here and you give it a prompt that look

something like this uh today you're

going to serve as a worldclass marketing

consultant who specializes in writing

winning Facebook ads but before that

before you do that I need you to fully

understand the company brand and offers

you will be writing adds for ask me 20

questions that will help you get fully

familiar with this with with these

aspects of my company so you're asking

chat you're telling Chach PT what you

wanted to do and you're asking it to ask

you questions so that you can give him

you can give it answers um that help it

perform better so you're going to see

that once you prompted to do this it's

going to spit out a reply that's going

to tell you that's going to give you 20

great questions and what you're going to

do is you're going to take all 20 of

these these questions and this is going

to take you some time but it's 100%

worth it it doesn't matter if it take

you if it takes you two or 3 hours to to

answer all this uh you may probably need

help from your boss from your mark

marketing team from your sales team

whoever you need um take all of these

put them in a Google doc and answer them

in as much detail as you can and then

come back here and just paste in all the

answers so you're going to do you know

you're going to write in the Google Doc

one and you're going to write the answer

then two below it and you're going to

write the answer and then you're just

going to paste it all at the same time

in here and the GPT is going to

acknowledge that you just pasted it that

you gave it the answers it's going to

thank you uh and it's going to say it's

ready uh to start creating Facebook ads

now you can take this to an extreme

where you just keep asking it to ask you

20 more questions for as long as you

have time like when I did this in the

beginning I asked it three times so I

asked it this first time I answer the 20

questions and then I said I said to it

hey I want you to know even more about

the company I want you to be very very

very familiar so give me 20 extra

questions that will make you be able to

perform even better so it gave me 20

extra questions and I went through the

process again I answered all 20

questions and then I did it again a

third time and then when I went to

prompt it it was so much better than

what I when I started with no prompting

no you know pre- prompting at all uh so

this is a huge hack please make sure you

do this this is going to save you so

much time because you know one thing you

have to understand is that add copy

writing is is going to be what takes you

the most time it is the most timec

consuming thing so if you can get really

good at being able to prom chat TPT and

that you don't even have to be good you

have to use the right prompts and I'm

giving them to you right here so you

just paste this one you make sure you're

really good at answering these questions

and then you just make sure you use um

the prompts that I'm about to show you

that the link for them is in the

description uh to just create ads on

demand for months and months and months

and then if they stop working uh then

you change the prompts a little bit and

you just continue on and instead of

spending 2 or 3 hours coming up with

four or five or let's say six or seven

different versions of AD copy you spend

20 minutes uh this is one of the reasons

why I'm able to work you know two hours

a day at this point I it's it's very

rare that I come up with a complete

piece of copy ever now I always chat gbg

comes up with a copy I edit it slightly

I spend five minutes on each um on each

version of the copy and spend instead of

spending 30 minutes on each one and that

saves me hours and hours a day and hours

a week and just gives me a lot of free

time so once you've done all 20

questions you can start prompting it now

let's go into the prompts this is the

link that's in the description um this

is what it's going to give you these are

three Facebook ad promps uh that are

essentially um templates uh personalized

templates for you

know the type of AD copy that you want

to come up

with actually before we do that let's go

back into chat jpt and go over to 20

questions questions because I think

that's important um so let's go back

here and go over these to get an idea of

you know uh what these are so what is

the name of your company and what is the

prim what's primary Mission you should

be able to find this very easily on your

on the company website or just by asking

your boss obviously the name of the

company I mean I mean the mission uh can

you describe the core products or

Services your company offers absolutely

should be easy what is your company's

unique selling proposition how do your

products Services stand out from the

competition so you should have already

done this if you did the work um of

coming up with the USP for the product

or the offer which is a part of the work

um that I taught you to do so this

should already be done and I think most

of these are already going to be done

you just have to find the answers and

put them together who is your um your

target audience same exact thing this is

one of the questions that I always um

tell you that you have to answer before

you start setting up ads how does your

company currently reach it its target

audience what marketing channels do you

use so here you're going to list

whatever marketing channels company is

using could be you know email

marketing Instagram organic Tik Tok

Facebook ads YouTube ad Tik Tok ads

Google ads whatever it is Are there

specific main points or needs your

product Services address uh for your

target audience absolutely you're going

to list these out you should have

already done this for the ads uh how do

your customers typically interact with

your brand are they primarily online in

store or through other channels this is

easy what is your company's brand

personality how do you want to be

perceived by your audience this is very

important uh and I think that your the

the company owner is going to be the

best person to answer this um can you

provide some examples of past marketing

campaigns that have been successful for

your

company um this is interesting this is

this is one where you could just go into

your best performing ad copy um and just

put it in answer n um or you could also

put best performing email copy you could

put a really well performing social

media post uh you can describe basically

a very high performing social media

social media video um you know if it's

if it's written text you can put it

there if it isn't you can just describe

it and chpt will be smart enough to

understand it what are your company's

key goals and objectives for its

marketing campaigns um obviously there

going to be you know business goals

Revenue goals Etc do you have any

specific offers or promotions that you

want to feature in these Facebook ads

yep you're going to tell them which off

you're going to tell exactly which

offers you're going to be promoting what

what is the tone of voice you prefer for

your brand messaging casual formal

humorous um it should probably be a mix

of a few uh but be a bit more specific

don't just say casual formal or humorous

like go deep into explaining the voice

of the brand and again the company owner

and the the head the heads of of

Department should be able to give you

this answer how do you measure the

success of your marketing campaigns what

key metrics do you focus on um this is

going to be kpis it's going to be you

know cost per lead cost per acquisition

cost per sale um cost per website

visitor ET etc etc how does your Brand's

visual identity look do you have

specific colors fonts or imagery

associated with it obviously you're

going to have this so just you know ask

your graphic designer uh to give you

fonts you know uh color palettes

Etc Are there specific keywords or

phrases that resonate well with your

target audience you can put in here

again some good examples of phrases from

good performing email campaigns good

performing ad copy good performing

landing pages good performing social

media posts

are there any seasonal or special events

coming up with uh that could be tied

into these ads uh this is varies from

company to company how do you manage

customer feedback and reviews do you

leverage in their marketing I mean if

you do use customer reviews customer

testimonials Etc you just go over how

you use them how the company uses it

what are the main objections or

challenges you face when trying to

convert customers obviously this this

actually a great question for you to add

to your arsenal of questions that you're

going to want to answer before you start

sting it back this is great um and it's

great it's both great for e-commerce and

and for lead generation I was going to

say it's great for lead gen for for

selling um higher pric products or

services but actually for e-commerce is

also awesome so make sure you add this

question to Your Arsenal questions uh

for for ads prep it's a great question

how do you currently position your brand

in the market relative to your

competitors um again this is going to be

a head of the department question um

this is important to answer though is

there anything specific ific you want to

avoid or include in the Facebook ads

obviously here you're going to just want

to avoid um things that um are potential

red flags you know like uh if it's a um

you know Fitness product you know don't

don't promise Miracles uh you know stuff

like that stuff that essentially you

know crosses the line of um what's

reasonable but yeah these questions are

great um if it was me I'd probably ask

it to to to ask another 20 questions at

least

uh to get more details into the GPT

before I start prompting it but once

that's done we can go into the prompts

so let's get into the prompts so first

PR today you're going to serve as a

worldclass marketing consultant who

specializes in writing winning Facebook

ads these ads need to deliver maximum

clickthrough rates and pre-frame our

prospects so that by the time they click

the link at the end of the ad they're in

re in a receptive buying State we must

create that buyer intent and make our

prospects hyper receptive to

purchasing um let me zoom in um make our

prospects hyper receptive to purchasing

whatever product or service we're trying

to sell however the first step of this

process consists of grabbing our

prospects attention we need to stop

their aimless scrolling on Facebook and

cause them to direct all their mental

focus toward a specific problem or goal

we need to make this top of mind for

them and the way we're going to do this

today is by using a proven ad structure

called the slaughter lamb this is an old

it's actually old yes it is it's um I

think the the first time I heard about

it was from a guy named David old Ogie

which is consider who's considered

essentially the father of uh of uh

direct advertising um I love that

guy um but yeah the the slaughtered lamb

I don't I never remember these names but

this is a great ad

structure now continuing here's an

example of a high performing y that

follows the structure in the golf niche

want to add a solid 20 or 30 more yards

to your drive while virtually

eliminating eliminating your Your Hooks

and slices stop using a formal a normal

driver because there's a re

revolutionary new club that gives you

the best of both worlds it gives you all

the power and distance of a conventional

driver but enhanced by the consistency

and accuracy of a hybrid this new hybrid

driver is the brand the brainchild of

legendary Golf Club designer and

engineer Josh bogs and the team of

Keaton golf it offers a unique sweet

spot that delivers solid center-fed

strike with every swing that means much

less Hooks and

slices and more balls screaming straight

down the Fairway right now as part of

their start of a season Tail tetan tetan

Golf is offering this revolutionary

hybrid driver at 80% off so if you're

looking to launch longer straighter

drives off the tea tap below to get all

the exciting design details about this

game-changing new hybrid driver plus

your your 80% off before they're all

sold out headline want longer drives

throw out your

driver this is a this is a

phenomenal ad like if you if you really

look at like it covers every single

aspect that gets the person as primed as

possible to buy once they hit the

landing page I would bet that this uh

this ad the the landing page that people

go to after they see this ad has a very

has a conversion rate that's a lot

higher than the industry average

um and then after that we just we

explained to chat gbt basically the

breakdown of the ad you know each step

like one making a big promise related to

a specific desired outcome the target

market is hoping to achieve um in this

case for golfers adding 20 to 30 yards

to their Drive pairing that with another

big promise to remove an an undesired

outcome that the target market is

frustrated by in this case for golfers

eliminating Hooks and slicers three

challenging conventional beliefs and

establishing that the key to achieving

the desired outcome above is to take an

action that's counterintuitive slw Works

contrary to what they're told they're

supposed to do in this case for golfers

to stop using a conventional driver for

introducing an exciting new solution

that helps achieve the desired outcome

by working around specific limitations

of the traditional SLC conventional

solution referenced in step

three expanding on the unique advantages

of the new Solution by highlighting

interesting SL Noel facts based around

its development SL mechanism for

achieving desired outcome six building

scarcity around an a limited time window

to either find out there's a typo here

to either find out uh more about this

new solution or to claim it at a

specific limited time discount so now

that you understand all that write me a

new ad following the same exact

structure with no deviations for my

target market and here is where your

work comes in first first so everything

that's in yellow is stuff that you have

to fill in before you copy and paste

this entire promp so when you go into

chat gbt you're going to copy and paste

this entire thing but before you do that

you need to actually fill it in with

information so chat gbt knows what

you're creating ads for so the first

thing is you're going to tell your

target market and yes you already went

through this in the open questions in

these questions but it doesn't matter

you go through it again it's never

enough to give it more information and

you want it to be very clear on what

you're asking it to do right now not in

general with you know past data so

you're going to tell it the target

market it's going to go into very

specifics tell it the problem the

problem specific to this one ad not

specific to the company but specific to

this one ad big positive promise what is

the promise of the ad big removal

promise what is the removal promise of

the ad conventional advice um that

follows that fall short unique solution

unique advantages call to action and and

then

scarcity and then you're going to tell

it what are the tone guidelines in this

case I am telling you to be casual clear

conversational visual language that

resonates with a specific target

market if you're working for a company

that like that has like a very formal

business um you can change

this only if it's like a very formal I

can't even think of like what would be

something that I would put

um that I would change this to but but

if your company if the company that

hires you is in a very form like banking

or like something like that then you can

change this but in most cases leave it

as as this because this gives you the

highest chance of getting a really high

clickthrough rates on the ads because

it's conversational and it's it's clear

um then this is extremely extremely

extremely important I cannot stress this

enough the more complicated the higher

level of text is on your ads

the lowest conversion rates the lowest

performance you're going to see your ad

copy should never ever ever be a above a

fourth grade level meaning a fourth

grader should be able to perfectly

understand like a N9 or 10 year old kid

should be able to perfectly understand

your ad if if it if if he or she reads

it this A lot of the time just counter

to it because marketers especially new

marketers want to be fancy and you know

want to you know write fancy words never

do that if you do that you will be one

of the many who fail who can't create

marketing campaigns that work keep it

below keep it at or below a fourth grade

level the simpler the better the simpler

the more clicks you're going to get the

more conversions you're going to get and

even the smartest people and you're

you're not doing this to catch all the

dumb people like even the smartest

people in the world respond a lot better

to a fourth grade level marketing

message than to a 12th grade or a

university grade that would be you know

marketing suicide so fourth grade level

cannot stress this enough it's great

that this this is in here because

otherwise I might have forgotten

it so again continue limit all uh

paragraphs to three lines maximum of

course to not you know make it a big

text that nobody wants to read be ultra

specific write how members of this

target market can actually talk to their

friends yep absolutely uh to basically

what you want the GPT to do is talk is

create um copy that is familiar to the

target market that the target market

looks at and looks like it's not you

know traditional marketing copy

essentially keep sentences short and

Punchy use active voice uh optimize each

sentence absolutely emotional impact

it's incredibly important etc etc etc um

and here you're just essentially

reinforcing the template that you want

it to use so that it doesn't deviate

from it because you know chat gbt is AI

and AI is not perfect so if you don't

give it extremely extremely clear um

Direction it's going to deviate from

what you want uh and this is like as you

can see here look at this prompt look at

this question so most people when they

go to use AI to write ad copy they just

say hey I have this product you know the

problems that it solves are these the

target market is this one please create

an ad to promote this page and they give

that to chat GPT is like a four four or

five line question or prompt and then

chat gbd gives them shitty answers gives

them shitty ad copy and they use it a

lot of the times they use it sometimes

they say it's and they don't use it

and they they write the copy themselves

but this is what it takes at this point

in in in the in the stage that AI is at

this is what it takes and this is what

most people do and this is going to be a

huge huge huge advantage that you're

going to have that almost nobody has uh

so always use these prompts because they

they can save you so much time and so

much

headache

[Music]

um and now we can go over yeah we can go

over both prompts um so that you can uh

start getting familiar with them so the

the second prom is this one today you're

going to serve as a these day these ads

need to deliver maximum clickr rates

same as same as before we must create

that buer intent etc etc

etc we to do this identifying question

directly their most pressing problem the

question needs to be yep so

here this prompt is this uh this

template this at copy prompt is is

focused on coming up with a specific

question that gets people to stop and

like really gets most people to stop um

by by identifying their most pressing

problem and what you have to give it

here is you have to give it the target

market you have to give it the problem

um and then at the end you also have to

give it the target market and you have

to give it the problem so this has a

part one and a part two uh part one is

where you come up with the question the

scroll stopping question and then part

two is ready go into into this uh where

to now take question one and continue

from there after asking the question

that you came up with in part one we

want to immediately de dimensionalize

the problem uh meaning give it

importance give it like you know make it

the center um of attention and

essentially make it a nonpr we want to

include Ultra specific context for the

ways this problem manifests itself into

our prospects daily lives etc etc etc so

again part one is what is the problem

what is the question that you're going

to pose it's going to make them to stop

and then part two is the basically the

rest of the ad copy that's going to get

them to relate to what you're saying

understand that you can fix a problem

and then hopefully click the ad and buy

the product or opt in for your you know

your lead optin and in the second part

you have a few more questions which is

what causes the problem how the problem

works the what is the unique solution

that your company offers that the offer

that you're promoting or the product

that you're promoting offers and then

how does this unique solution work uh so

there a different uh template and

between these three uh the one that

I it's not like I use one 80% of the

time and the other two 20% of the time I

use them almost evenly but I do think I

skew more towards using the first one uh

but this is something that you have to

test because I'm only working with one

company in the lead generation space so

you may find that for the specific

company that you're working for uh you

know prompt two or prom promp three work

better so don't just take my award for

it you got to test it and then you got

prompt

three so prompt three is this um you're

going to start right away by giving it

the target market in the

problem you're going to give it the

false beliefs about the problem uh

you're going to give it an epiphany

statement which explains why these

beliefs are false this is extremely

important and then um you're going to

give it the actual solution that the

prospect is going to use to solve the

problem and then this also needs an

answer in

here so that's the first part you're

essentially going over all all the

little nuances of the problem and then

in part two is actually where you give

it direction for what you want um so

part one is just you giving giving the

GPT the information that you wanted to

know and then part two is you tell the

GPT how to use that information and how

to structure and AD based on that

information and that is essentially uh

script 3 again I highly recommend that

you always use uh all of them uh and

eventually after a few months of using

uh all of them there's going to be

probably one that skews towards more of

a better performer and then you can use

that one uh more than the others uh but

in the beginning as always test them

both now in it comes to generating

images um the science if you will of

prompting that that I just went over um

for the ad copy doesn't really apply

here because an image is a much more

abstract concept um to Ai and to us as

well so and when it comes to images I

just do it by giving it extremely simple

prompts and you know looking at the

answers the answers are probably going

to suck um the first one it gives you

and then what I do is I give it

follow-up questions like 10 or 15

follow-up questions to perfect the first

image or to modify the first image until

I get the image that I want that's

pretty much the gist of it a lot of the

times I give it one uh very simple

prompt in the beginning and then after

15 more follow-ups you know do this make

this brighter you know change the

background Etc it gets the image that I

want this is a very short simple example

of what I mean so the first prompt that

I gave it was create a realistic human

of a image of a modern human modern day

professional who works from home who has

a super productive week because he uses

AI technology and this would would be an

image to possibly promote motion um if

you remember from the previous classes

we used um motion the tool motion as an

example for lead generation uh so I just

came in here I gave it the simple prompt

and it gave me these um images I didn't

like them they look too too you know

they just didn't look appealing to me

for the for the specific ad that I

wanted to create uh then I I told it

make it less formal and it made it less

formal then I wanted to I wanted it to

have stronger colors uh I didn't like

this though it was too colorful too

childish this same thing um and then I

told it less colorful and this is a very

simple one I probably still wouldn't use

these images but it's to give you an

idea of what you have to do uh you

probably have to give it more Direction

than what I did here I just did this

quickly to give you an example uh but

this is the kind of thing that you have

to do so you give it an initial prompt

that that is as good as you can and as

detailed as you can and then from that

prompt you give it further directions so

that it starts changing the image that

it gave you until you get to the one

that you want and that's it in what

comes to AI um I'd say it probably saves

me 1 or two hours a day uh let's say an

hour a day uh so instead of working 3 or

4 hours a day I can work too essentially

uh which is awesome um so make sure you

use it because you you don't really lose

anything uh you can always and something

some one thing that I also do sometimes

is I test the copy that AI creates

versus the copy that I create myself

from scratch with no help from AI uh and

you know lately the one that I create

with AI obviously with my edits uh is

not straight from AI like whenever the

AI gives me the copy I don't just copy

and paste it into Facebook that's

something really important for you to

understand I don't just copy and paste

even with these really high quality

prompts I don't just copy and paste

obviously the images I have to just use

the images that it gives me but with a

copy I take the copy I put it in a Word

document and then I edit it because it's

always going to be a little bit um aiish

like it's it's hard for me to explain

but once you see the once you see it

you're going to be able to understand

what I mean um you have to edit it a

little bit but you're probably going to

be able to spend five minutes editing

you know a very long piece of copy that

would have taken you 30 to 45 minutes to

write so that's the point of AI make

sure you use it it's only going to save

you time