Week 9 Full Class
Summary
TLDRThe 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
- π 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.
- π€ The speaker emphasizes a collaborative relationship between AI and humans, where AI amplifies human effectiveness in job performance.
- π In the speaker's experience, AI is particularly useful in the creative development aspects of media buying, such as generating ad copy and images.
- π¨ The speaker is skeptical about AI-generated videos, believing they are not yet of sufficient quality for effective advertising.
- π 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.
- π 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.
- π° 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.
- π The effectiveness of Chat GPT is tied to the quality of prompts provided to it; better prompts yield better results.
- π The speaker suggests priming Chat GPT with detailed information about the company, product, and target audience to improve the quality of generated ad copy.
- βοΈ 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.
- π 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
π€ 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.
π 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.
π οΈ 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.
π― 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.
ποΈ 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.
ποΈ 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.
π 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.
Mindmap
Keywords
π‘AI
π‘AI tools
π‘Media buying
π‘Ad copy
π‘Chat GPT
π‘Prompts
π‘Collaborative experience
π‘Creative development
π‘Scarcity
π‘Slaughter Lamb
π‘Prime the GPT
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
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