Today is really about systems thinking and integrating AI into your workflow. I’m gonna share, like, the process that we use.

Let me share my screen, and I’ll go through. So I’m showing the, the process that I use today and hopefully you’ll get some ideas.

Can you see the screen? Yep. Okay.

So this is really how it’s it’s along the the the systems thinking framework. And and the problem with us that we faced as an agency is, you know, how do we I’m a visionary.

I’m I’m a leader. My role is to really create the systems and then either delegate or automate the systems. Right? Yeah. That that’s my role. So, we’re delivering all these services.

A lot of the services are productized. We have multiple things going on. So we really needed a system to, push stuff out quickly that was still data driven and still followed, best practices as far as conversion copywriting using proven frameworks and formulas, but also integrated, and leveraged AI, its automation aspect, but still maintained also that creativity. Right? So it was a it was a balance on how how we put this together. And this is a system that we came up with.

I’ll give working examples on how it works, the prompts that we use to to create it.

Jump in anytime if you have questions. And at the end, what I’ll do is I’ll show you outputs, that we’ve we’ve we’ve achieved, that how we’ve used it to create demographic data, how we use it for a real estate client to, to create an entire site map. That was a thirty thousand dollar project. So this does work, and we use it across the board. And I’ll walk into some examples at the end. So it starts with, step one is extract, psychographic data from survey responses.

Then step two is from that, we build a psychographic customer avatar. This covers not only demographic, but also, you know, your pain points, outcomes, all the juicy stuff.

Then we get into mapping messages to the stages of awareness. Are you familiar with the stages of awareness? Yep. Okay.

Good. Eugene Schwartz. Perfect. And then, of course, we get into the step four, and this is the fun part, where we write the assets using copywriting formulas.

Do you have a swipe file do that you use?

I use a lot of swipe files.

It’s okay. You’re gonna love this then. Now when you use your swipe file, I have a different take on swipe file. So, we’re you probably do the same is well, I have a swipe file. I have proven, ads that, you know, that that I wanna emulate, but then I’ll break them down into a formula. Do do you take that approach?

No. I don’t, unfortunately.

I’ll share that with you today. There’s a prompt. It’s next level swipe file because the secret with AI is is using it strategically, but also, AI loves formulas and frameworks. It thrives on it. Right? So your swipe file is really the ticket. It’s the it’s the I call it the golden ticket.

But it’s breaking down these winning formulas, into an actual formula, and then it feeding that to AI using the the voice of customer research that you have to produce copy in a nutshell. Right? We’re gonna go through that today, and I’ll show you how to do it.

So it really starts this is more of a detailed breakdown of the process, and I tried to give some examples. Can it can you see the screen at all or show me Yeah.

I can. You know? And this is really interesting because I just went through this process with with the Thomas Hubel group.

Nice. So they’re he’s I have a feeling he’s it’s kinda like the he I have a feeling it’s kinda the the process that they’re they’re teaching. It’s starting with a data set.

You’re extracting your Yeah. Your messaging. So if there’s similarities, like, that’s awesome. Like, I think Yeah.

And hopefully, if you if there’s something you know that No. I I actually did this using, they they uploaded all their surveys, for example, thousands of surveys Nice. Nope, into Google and, notebook l m Yep.

Goes through all that stuff like crazy.

And and so but it’s interesting to see how what questions you’re asking and what Well, that’s it’s and that’s where so I have a different I have a different approach on it, and I found that and I’ll explain it in a second.

I found, unless you’re using a tool like MonkeyLearn, which is which is trained on this specific task, I find that when you align your survey questions to your avatar, so there’s a one to one match, that, ChatTBT, your your regular LLMs, like, they’re they’re very good at categorizing it as long as you have that match. And I’ll explain that, in a second as well. Great. But it starts with, and I’m giving these are examples to sort of show how it works. It starts with the the survey.

An example on the survey is core problem, desired result, objections, simple questions. What core problem do you wanna solve? What’s the desired result? What are your top, objections?

And then, of course, we use this an AI prompt or a tool like MonkeyLearn. And then what we do is we it it analyzes the survey, and it says I struggle with time management. That’s six out of ten responses. Desired result, I wanna save ten plus hours.

That’s eight out of ten. Objections, too too expensive for my budget. This is gonna help you lay the foundation for your messaging, right, to really create your avatar. Now I call these your triple a avatars.

I think when you’re when you’re targeting your avatars, you need to focus on the not only the the the twenty percent that generate eighty percent of revenue, but go a layer deeper. Focus on that twenty percent, so the sixty four that generate the most revenue for your for your organization.

And by using this data, these these data points, you know, here’s the problem I struggle with, time management. Guess what the problem you’re gonna focus on, time management.

Desired results, I wanna say ten hours. Guess what you’re gonna here’s your outcome. Do you know Right. Retain control. So you’re you’re layering that. You’re using data to really to to create your avatar of your triple a. Then we move on to our message match.

The sorry. You’re mapping your messaging. For this, we turn to our friend Eugene Swartz.

There’s a great book if you have a chance to purchase it. It’s called Great Leads. Mhmm. Now this breaks down the stages of awareness very well, but more importantly, it actually assigns lead types that you should use for each stage of awareness.

So this is where we get into the, the messaging. So what we do is we take that data, and then we highlight, messaging for each stage of awareness. So in this case, it’s unaware. Sorry.

So here’s the response from the survey. I struggled with time management. The messaging, did you know poor poor time management cost the average professional eight, eight hours a week? Learn how to reclaim your time.

Here’s the problem aware. We validate their pain points. Here’s from the source. So everything is data driven, and now we’re layering the messaging for each stage of awareness.

Mhmm. Okay? Does that that make sense?

It does. And, actually, this is the part that most people miss. And this is the problem that is probably the hardest to do because, you know, and before AI, you’ve gotta sit there and think all that through. And it’s a guessing game. Right? In this way, you’re actually basing it on the data.

You’re basing it off the data and you’re aligning that. And a lot of people miss like, stages of awareness, like, I I live and breathe this. Like, this is all that matters.

It’s, you know, this this was discovered a long time ago.

That’s because that’s because it it’s now mapping it to the system that you’re trying to create.

Bingo.

You got it. And then the fourth part, this is the fun part, is once we have our messaging, okay, now we can get into step four, which is we’re gonna write our assets using proven copywriting formulas. And that’s the swipe file I was telling you. Yeah. So now when I say to create a swipe file, this is your swipe file. And I’ll show you what I mean by this in a second. Okay?

You under, do you understand how frequency works? Do you want me to go over auto tagging if you’re gonna use, either AI tools or or monkey monkey lane.

Real quick. Yeah.

Okay. So this is how auto tagging works is this is where how we’re gonna figure out our our messaging.

Mhmm. So step one, it’s gonna auto tag the response. What it does is it tallies the different phrases or keywords.

It clusters synonyms, so it matches, say, time management, too busy, they’re the same theme. And then what it does is it scores whether we use a prompt or a tool, it’ll score that and give it weight or or sediment. Right? And that’s that’s here’s an example of qualifying theme. So problem, time management, it was mentioned six out of ten times.

Desired results, we’ve talked about this eight out of ten. It it scores them, and it scores frequency. And that’s how we can use this, strategic fear of messaging. Right?

If it’s mentioned high priority, say fifty percent five out of ten times, moderate thirty percent, low priority thirty percent. So the higher the frequency, the greater the urgency, the more that you should use in your copy in a nutshell. AI thrives at this stuff. It loves this stuff.

I find that play around with different models, and we’ll actually do one today, and try different language models as well. The the best results, if you’re using a large dataset, it would there’s specific tools that you can use to achieve this, but that’s how it works in a nutshell. Whether you use the prompt I’m gonna share today or a different tool, that’s how it works. Do you have any questions on that?

No. I get it.

Okay.

And then, of course, this is why frequency matters. Right? So a problem. If six out of ten respondents mentioned time management as a struggle, guess what you’re gonna emphasize?

Time in. You see? Dired result. If eight out of ten wanna save ten hours, guess what you’re gonna emphasize.

Right? Reclaim. It’s as simple as that. Desired result, eight out eight out of ten wanna save ten hours, guess what your action is?

Reclaim ten hours. It’s as simple as that. Like, it’s we don’t need to complicate it.

Objections. If five out of ten express cost of concerns, guess what? You need to address that in your objections. Right?

So you’re using data. You’re using survey data. You’re really categorizing that that survey data. You’re ranking, scoring it, and then you’re using that to create your triple a ideal customer.

And then you’re using message match, we’re breaking that down by stages of awareness. So that’s the sequence, pure data driven a to z. That’s conversion copywriting in a nutshell.

It the it’s direct response in a nutshell as well. Then we’re just combining different different things. We’re con we’re combining sentiment. We’re getting into some some fun analysis.

Any questions?

Actually, kinda going back to the beginning almost is Yep. Where you know, are are you designing these servers? Are they are you getting them from the client?

Are you I’m gonna show you that.

Alright. Trick.

Yeah. Oh, yeah. We’re gonna get into fun.

Entirely because my brain is already jumping to my book, which is, like, oh, I could do survey interviews of people to really figure out what their problems are and then figure out, like, work backwards a little bit.

We’re gonna do that. They can do that. Exactly. And that’s and we’re gonna do a layered difference.

So in action, you’re gonna and I’m gonna show you the the secret with a swipe file, how to do it, and how to you’re gonna look at let me let me put it this way. You’re gonna look at swipe files differently. And you’re gonna look at swipe files as formulas because that’s that’s the way to look at it. They’re winning campaigns.

If it’s a winning ad, it’s a winning ad for a reason. And we’re gonna reverse engineer that, and we’re gonna figure out the frameworks and the formulas that it uses, and then we’re that’s gonna be our swipe file. And we’ll get to that in a second.

So to your interview, let’s start with the first part for the interview. Okay? So the interview questions, this is what I use, and this is the type of avatar I use for all my campaigns.

Highly successful. It works for me. You can move things around. Maybe there’s different questions. This is the part you can customize, but this is what works for me.

Okay? We have an ideal customer interview, whether you, interview the the customers on the phone. You can use AI, and you can gather, review money. You can get it from different sources.

But I align the avatar to the survey questions. Okay? And an avatar for me looks like this. Okay?

I focus on prospect, problem, promise, proof, proposition. Okay? So this is what I call a triple a customer avatar. I go through different lenses.

So I talk about prospect.

An ideal prospect for me is is and I I make sure it’s unique, responsive.

This is the triple a stuff. I link it to revenue. The these are the criteria. I get into demographics.

I only care about age, gender, location because I find I do a lot of, meta and paid. Those are the metrics that matter, and I can I can target the most with those? Then I get into describing the ideal prospect, who they’re not, which is I think it’s just as important. Right?

Agreed. Then we get into problem. Then I talk about the core I get the core problem, the desired result, and then problems with alternatives that they’ve tried. Okay?

Then we get into promise. Now for me, promise is your point of difference benefits.

This is the stuff that you need to beat the competition on. This is specialization.

Everyone’s gonna be different, but but you really have to hammer home on these. These aren’t the point of, the point of entry. So this is you say you have competitors, you know, they’re all great at one thing. You need to match them, but then you need to beat them on one or two things as well. That that’s you understand the difference between the point of entry, point of difference. Okay?

Yeah. Yeah. Absolutely.

Okay. Perfect. Proof, proof we get into, you know, claims without proof equals equals hype. So this is how you’re gonna, you know, these are testimonials, performance graphs, all all the good stuff.

Right? And then we get into proposition. So I break down another these are basically your offers. I break these down by the, the funnel.

So top of the funnel, quick educational resource. Middle of the funnel, deep educational resource. Bottom of the funnel, this is your one on one, your meetings, or your demos. Okay?

So this is how I when I create my avatars, this is what an avatar looks like for me. Now you’ll notice that the interview questions, they’re perfectly aligned to each section of the avatar.

Right.

That’s important.

So when I interview someone or or I send this out, without them realizing it, they’re they’re they’re creating a an AI loves this stuff. They’re already creating a pattern that AI can use. Okay? So Totally.

You you see the connection? Yep. Awesome. So the now the next part, the fun part that I was talking about here now this is this is the fun part on stage four is you have this avatar, you have all this juicy stuff.

Now you’re you get in, you’re creating your assets. This is the swipe file component, and we’re gonna do one live. So, Bob Lye, amazing direct response copywriter legend. Okay?

He has something called a swipe file. He puts all of his winning campaigns up. And here’s an example of most people when they put it in their swipe file, they just put this image.

That’s great. It’s awesome. But there’s actually a lot of hidden magic inside that, and I’ll show you what I mean.

That ad is this. If you break it down, it’s actually formulas. Here’s the headline he uses for the formula. Yeah. Here’s the the the copywriting formula he uses for the subhead.

Yep. And when you put it all together, guess what you have?

You got the formula.

Exactly. So that instead of this, you you put this here, but then you also supplement it with the actual formula. Because once you get it to this layer, guess what you can do? You can give it to AI.

Yeah. Exactly. You see the connection? Yep. Beautiful. So the so let’s let’s put this into action.

So we’re gonna, I create it because AI is, like, is finicky. It may go what it may may not. But, what we’ll do is we’ll create one right now, sir, using, an example as a auto detailer. So we’re launching a, auto detailer business in, in Ottawa.

Okay?

What we’re doing is, we interview clients that, that use the service. We have some, some survey results. So I’m gonna start with that, and I’m just gonna go to the prompt, the first one here. And we’re gonna do this together. Let’s go to process.

And we’ll do the first step of the process, which is there we go.

Is the anal we’re gonna analyze the data. Okay? So I’ve included the survey. I’m gonna do the prompt.

And, I haven’t used deep c deep research yet. I’m gonna I’m gonna try this and see see how well it works.

I don’t know if it it will I don’t know that that deep research really does more of the like, goes out and does research that like, outside research.

Yeah. It’s not, open ended test question.

I’ve never never tried to use it for something that you feed it deep research for.

Yeah. I haven’t, I haven’t. Yeah. Maybe you’re right. Let’s check.

I’ve tried it. I mean, like, where you generate, like, it’s like a competitor analysis would be a good one to use it for.

Or It has reviewed attachments in the past.

Yeah. Depends.

I don’t know.

We’re we’re trying it for the responses.

Yeah. Try different, like, try different models as well. There’s so many models out, but this is this will give you a good primer on so what it’s looking right now, it’s looking at all the survey data. So you’ll notice the survey.

So the survey here’s the questions. Right? It aligns to the questions we talked about. Yep.

Okay.

You’re out of How many people are in that?

Just twenty. This is a small dataset. Yeah. Great.

Let’s, do do do open this up.

K. So it’s it’s reviewing the data. It’s following the prompt.

And I’ll give it a couple of minutes because it does take a while. So I just wanna that’s why I did one before just in case if it takes too long because we’re limited for time.

And it but it should give a pretty good output.

Okay. There you go. So it gave a pretty good, output. It gave us it broke it down each question. Now this is the the the the the logic I was telling you earlier, but I find that it’s more accurate if you organize it by the different questions and you align the questions to the avatar.

So it went through this.

It started to to Oh, I get it.

Yeah.

I see what it did.

You got it. Yeah. So, so let’s go to the next step. The next step is we’re gonna go in and we’re gonna, boom, boom, boom.

We’re gonna go in and we’re gonna create our avatar. Now the avatar is exactly what I showed you. It’s literally just the just the prompt to go through. So it’s gonna look at, all that data, and it’s gonna create our ideal customer.

So pop that in.

This is where the gold is because this, you should take what? You could do you could spend a month doing this.

Bam. You got it. You got it.

And now it’s and it’s gonna be this is and we’re going beyond demographic, psychographic. We’re getting into, you know, offers, your UVP, all that good stuff. Right? Mhmm.

And then the final part. The the final part I’m gonna show you is a game changer.

I love the final part. It’s so fun.

And people, like, well, it’s not it’s it’s it’s literally conversion copywriting in a nutshell. It’s exactly what you’re taught. Right? So so it’s analyzing everything.

It’s gonna come up with the exact Like, literally, I have this whole thing of prompts that I’ve got, like, the different kinds of frameworks.

Like so you’ve got problem agitation solution. Right?

You’ve got all the different Exactly.

The conversion frameworks. You could literally feed it then all of this stuff into those different things and come up with hundreds of messaging.

You got it.

Hundreds of variations of of the same ad using So here we get into Formulas.

Your your avatar. So it breaks it down. It’s it’s looked at the data. It it covers all the points, who they’re not, problems with alternatives, your your promise, your proof, everything we talked about. Your proposition, it even gives you, different offers that you can do.

Then we get into the next stage, which is gonna be your here, which is the messaging hierarchy. So this is gonna take it, and it’s gonna break it down by different stages of awareness.

And then we’ll get to the final part as well.

Here you go.

Yeah. Then this part is also the hard part that people struggle with a lot.

Yeah. This is so the book is amazing because it gives so in this prompt, you’re feeding it. I’m giving it examples. So I’m actually unaware of different the different type of lead type.

So the beauty of this is it’ll align the lead type, and then it’ll lose use a formula, that’s recommended, and it gives the VOC. Right? So here’s the the unaware, the problem aware. You should be using the problem solution to lead, and then it points to the VOC that it’s used into that.

So stick of wasting Saturdays, shop queries. It’s spot on.

You can tweak it a bit more, but now we have our if we go to it, we’ve analyzed the survey data. We’ve created our avatar. We’ve we now have our messaging by stages of awareness. Now the fun part is gonna be our assets.

So now we create fun assets, and we can target by stages of awareness. Okay? So what I’m gonna do is we could be as simple as, let’s let’s write this. I’m gonna go step four.

Now that now that I’ve Primed AI, I’m gonna say write a let’s say, okay. We got a newspaper ad coming up.

Newspaper ad.

What so where did you put the offer lead in? Oh, there. I’m sorry. There. Yeah.

So the so you have so what I’m doing is I’m writing a newspaper ad for product awareness stage. Yeah. Okay? Using because now we’ve primed it. We know to to line it up. And then we go and then what we’re gonna do is we’re gonna go to our swipe file.

Right?

And And I’m sorry. Where did you put the offer in there? Like, at what part of the process?

As far oh, here. The up at the top here. This is part of the right there, your offers.

Got it. Okay. Yeah. So I was like, I somehow missed that part. Okay.

Okay. And then we go so now we go into using the offer leads. So we add now I’m gonna go to my swipe file, and I’m gonna take this proven formula that we have here. And I’m all I’m gonna do is I’m gonna copy and paste this Mhmm. Into it.

So now it’s using the data from the avatar, and it’s using a proven framework, and it’s gonna write a nice ad for the there you go.

Now we can go a step further. Okay? So I’m gonna say I’m gonna go into my swipe file. So now I have an ad that we can run.

It’s all based off data from a to z. Right? Mhmm. That’s a pretty good ad.

Now I’m gonna go to my swipe file. I’m gonna say, okay. Well, you know what? I want to because we’re we’re offering auto detailing, local SEO is important.

Right? Mhmm. So what I’m gonna do, we’ve Primed AI.

Yeah. I see what you did. You came up with the optimized page that you’d worked on, and then say, now take this and tailor it into that.

You got it. And once it loads, which it’s slow right now, then we’re getting into, some fun stuff. And we do so that’s the way I look at the oh, wait. This one didn’t k.

So now AI is primed. Guess what it’s gonna do? It’s gonna write the perfectly optimized local page for Mhmm. And this is gonna be guess what? It’s gonna be part of.

K. Adapt this layout. Yes. Yes. Audit, please write, write for my AAA client.

But Does that even have to be perfect?

Landing page, the ad, everything. Everything.

You got not detail. Because I’m feeding it, so I’m using formulas, formulas, formulas. And that’s the way I look at, like, my swipe file.

Right? So here you go.

Perfectly aligned to my one reader. Everything message match. Everything is aligned. And then not only that, it also follows a proven framework for local SEO.

Dude, that’s awesome.

Yeah.

Done all that in Five minutes.

Twenty minutes.

Whatever it is.

Yeah.

Whatever it is.

And what Well, yeah, I mean, it that obviously takes a while to set up this system. But Well, that’s the system is and that’s remember us saying the swipe file.

Right? So here’s another layout.

This is based off the StoryBrand framework. Right? So if I did, here would be, let’s say if I copied this and I put that in and I said, okay. This is a story brand story brand framework.

I think I can actually, oh, no. Let’s do this one. So it could be as simple as here’s a framework that I’ve broken down from story brand. It it’s based around, the hero’s journey.

Right? So it could be as simple as because I’ve broken it down. Right? And I have the wireframe attached.

It could be as simple as let’s go ahead and print this.

Let’s save it as, because you see the the whole wireframe here. Let’s save it on my desktop. Brand story brand wireframe.

Upload it.

It’d be as simple as this. Now I’m gonna have a a home page based off the story brand framework. Right? Where are we here?

And there’s so many examples here. Did I save it there?

Oh, here it is. There you go.

K.

Now we’re priming AI. Now it’s gonna write a home page based off that framework.

It’s interesting to see what It’s so And then you can test it.

This just sets up testing versions.

It sets up whatever you want it to be.

That’s it. And it’s not And the beauty of it is, like, we’ve launched, here we go.

Like and and the beauty of it is, like, we’re shipping this stuff all we’re not like, it’s minor tweaking. It’s at the door, and it’s making money, and it’s working. Mhmm. Right? And because it’s all based off data, it’s based off like like, come on. You you wouldn’t show this to the client? Of course, you would.

Right? Because it’s based off a frame. Now now we have a home page that tells a story. We can test it.

Let’s look at our swipe file. Let’s look at other stuff, fun stuff we can have. Here’s a story brand framework. Here’s an ad.

Right? I can analyze the ad. Break that down. Right? There’s so many things that that I can I can look at and change, and that’s really the importance of building out your swipe file?

Right? It’s getting into looking at different things.

You want an about us page? Okay. So let’s go in. There’s a I’ve there’s a let’s let’s jump in here. Let’s open this up.

Let’s look at, we got the local SEO blueprint. This is a good one. I wanna open it up. Let me show you what this one looks like. So here’s a whole campaign.

Right here.

K. So here’s a whole local SEO page website that’s been organized, laid out, broken, local SEO best practices.

This AI loves this stuff. Right? So literally all I need to do is guess what? I have all the data, and I can have a whole website done in a matter of minutes.

Right? Let’s open this up.

Blueprint.

So where are you getting these, you’re just finding these swipe files?

I have a swipe. I’ve been collecting swipe files for, like, for for years. My swipe file is massive. And it’s just but it but what I’m doing is the the key point on this, remember, is it’s not just a swipe file. These are blueprints.

Right?

I recognize that. So I’m going you know these are blueprints that work.

So yeah.

Well, where where I I would be like, okay. I know these swipe files.

I know this works, but is it working for every industry? Is it, like, is it working for this specific client? Or how do you know it’s that that that that you’re applying the right swipe, I guess.

So you’re you’re focused on so let’s take the back institute. Okay? These are like and I can I can put this in, and I’ll do the the framework? So this this is where you use the prompt to figure.

Oops. Let me sorry. Let me get in here. This is where you use the prompt to figure out the frameworks.

Okay? So here’s the you find winning formulas, and then you go back to oh, here it is. And here’s the local SEO, the the full page layout from, like, the your site map, everything based on proven frameworks. So you can go to your, let’s go to our prompts.

Let’s go to the swipe, swipe file breakdown. So I put a here’s the chat CPT. I use that prompt right here.

Oh, that’s right. You’re using that prompt to reverse engineer all these things.

Exactly. So what I’ve done here is all and I’ve given another example. Here’s another example. I put this sales page.

Okay? And what it does, it’s broken it down as giving me the actual formula that it’s used. You can apply this off different spaces. So I’ll paste this in. Here’s the ad.

Okay. So I’m not just putting that ad in there. This is adding to my swipe file, but it’s also broken down into different formulas.

Core problem or pain. And and the beauty of it is these winning ad campaigns, they are based off of proven frameworks and formulas, period. You just need to use AI to figure out what they are. Now here’s an example, and and I’ll give you another example. I can literally go to AI.

And because it’s primed on my one reader, it’s simple as this. AI is smart enough to fill in the blanks. Right? Sure.

Another thing that I do is to, while it’s thinking there you go.

Right? So let’s go to our swipe, and let’s look at, headline formulas.

Let me find, another one here. I thought I had it here. Do do do. You can apply anyways, you can apply it with headline formulas.

You can do anything with it. Right? So that’s the the core thing right now is to make sure that you’re you’re breaking down winning pieces for your swipe file, and then you’re using those formulas and frameworks to craft your marketing assets, which are all based off of what we went over, your your one reader and whatnot. Makes sense?

It does.

So that’s a streamlined process. Now in action, you know, the here’s an example of a real estate client that we went through. So in this case and the mindset here isn’t isn’t just about, you know, you’re creating your one reader, but once you have that, the the possibilities are endless. So here’s an example of we had information about the client, we went in and we found via their search console, the winning the the top keywords that are generating the most amount of traffic.

Then we went to SEMrush, and we figured out, okay, these are the keywords that’ll that are most relevant and drive the most amount of traffic. And from that, we used AI to put together a site map, which the with one goal, increase targeted organic traffic per month. And it gave us a a strategic out website site map based off of actual keyword data. Highly relevant.

Right? And from that, we use the SEO blueprint I just showed you.

Mhmm.

Okay? Then here’s the site map we gave to the client. K? This is what it looked like.

These are all the pages broken down. And guess what? Each page is just a framework and a formula. And then from that, here’s what we presented to the client.

This is the final polished. Thirty thousand.

Mhmm. K? All AI driven, the exact same process. It works a hundred percent. Okay?

Yeah. That that that’s a good ROI.

Oh, massive. But the the point is, though, don’t get like, I find that don’t get caught up on the, oh, AI did it. AI did it.

Like, I’m not gonna I’m not caught up in that. I kinda go I’m really about more about how do you become more efficient and get a better product.

I mean, it’s like, if it works, what’s you know, you can tweak copy a little bit anyway no matter what.

Who cares if it based my motto people agree or disagree. My motto is if the only thing that matters is results. And and I don’t care what produced it. If it’s making money, I don’t care.

Right? And I know this. We test this on Google Ads. There there’s there’s campaigns that are completely AI driven.

My previous training, I went through it. There’s one we’re launching a Vain Ablasion campaign. That is one hundred percent AI driven. It’s making a lot of money.

How do you argue with that? Right? It’s data driven. Right? Here’s an example of using, AI, same concept.

So the demographic data, what we wanted to learn was we wanted to know demographic data. We had our CRM. We exported the CRM. We used the process I just went through to discover, based off the eighty twenty rule, we wanted to know by age group the the amount the by age, the amount of revenue they generate for the organization, so we wanted to target that.

And then we also targeted by city. So now we know based off revenue which cities to target, which age to target, and then we’ve used the other data, the psychographic data, to target specific problems. So you can see how powerful that is?

It is. Yeah.

Pure data driven. And then we use this that’s why I only care when I when I talk about, demographic. I really care about gender, age, location. That that’s the money right there. Right? Nothing else. I don’t marriage, who cares?

To me, anyways, people may disagree, but that that’s what works for me. Okay?

So that’s the pros here.

Is because your target audience is generally, local businesses, local service based businesses, or is it, you know, you can I’m a I’m a lot I’m heavy in the b to c.

Like, it could be Yeah.

Maybe that’s that’s probably it. Like, I just find that especially when we’re getting into meta like, any type of targeting, especially paid, that that’s giving me the most bang for the buck. I’ve noticed that anything else is really it doesn’t matter. Like, a lot of the products are gender based or a lot of the problem, or or, even that age, like, we discovered it was, let me just say it wasn’t it was an age group we didn’t we didn’t think, you know, actually accounted for eighty percent of the revenue. It was it was mind blowing.

So we just by targeting that A lot of times, so so I’m looking at it.

And the reason the question is is because this, this global website, I don’t know that they necessarily have a breakdown, for example, of their age. And I’m wondering how much that has to do with, you know and they they’re looking at many other things, more like what’s driving them more internally, what’s driving their their their what issues are they having?

It could.

Are could.

Yeah. It could. Like, a lot of solutions are geared towards gender. Like, we there’s one service, and I can’t, like, say the name, but it’s like it it can go either gender, but it’s more it’s heavily shifted towards male. Right?

So it, it does matter in in that specific case Yeah. More so than, like, are they married, education for me.

You know, every it’s gonna be different every campaign. Right?

But for me, that’s what I I tend to focus on for targeting anyone.

I’m just I’m I’m wondering, though, if if it’s just something that that they’re ignoring a little bit and maybe they should pay more attention to.

Yes. So today, because you joined the only person, I’m gonna share my entire swipe file with you.

I love you.

Yes. Only you are gonna have access to it.

That’s so much fun.

Winning campaigns, from anyways, I’ll I’ll share the source with you. What I encourage you what I am gonna ask you to do though is I’m gonna share the prompt with you. Okay?

I’m gonna share the prompt with you. I want you to go through, and I’ll give you the assets, like the winning campaigns and stuff. Use the prompt to, to break them down, and then save that as your as your your swipe file because that’s gonna really help. I find, like, people, especially when they’re new in copyright you have experience, obviously. But a lot of people when they they start, they they they’ll add it to their swipe file, but they don’t understand the psychology behind it.

Well, and and it’s just taking time to do it. It’s you know what I mean? It’s I think a lot of people go, oh, this resonated. Like, I have tons of swipes, and I go, well, why did why did this I don’t stop and go, why did this really work?

Now use this prompt, and this is gonna this is gonna tell you the why. And then you’re saving the why and the formula to use, for future campaigns and assets. Right? And these are, like, cross, like, whether you’re b to c, b to b, it doesn’t matter. You’re this is analyzing the the formulas. Right?

Will it analyze also what doesn’t work?

I haven’t I haven’t tried it. I imagine you can build that.

Curious because that’s sometimes you know, if you’re looking to optimize something or you’re looking at, like, a lot of times, I’ll be looking at what people have done in the past, you know, and I’m I’m looking to fix what they broke. So I might add a prompt in there about also tell me what doesn’t work.

If share it with me because I I’m sure you’ll come up with some pretty cool stuff. Like, yeah. For sure. It’s and that’s the fun of it.

Right? It’s like it’s seeing those patterns and that’s it’s you know what? I think I’m gonna I think you’re the only one who’s gonna get access to this prompt, I think. No one else is gonna oh, we’ve already shared it.

Too bad. But you’re gonna get the swipe file.

I love it. I’m gonna play with this a lot. And this is, this is actually super useful for me with my current client that I’m working with on this Nice. Project.

So Nice.

So does that the and the goal today was really to because everything is gonna be the the basic process of incorporating AI into your workflow, whether your your your it’s deliverables for clients or even yourself, how it works together. You can adapt it like those examples I gave you. So you may not have a survey data set. You may have information about the client, and then you may have SEO keyword research, but you can still combine those two to create a site map with the goal of increasing organic traffic.

Different data sources.

It is. And I and a lot of times, I don’t. Like, for example, some of my clients many of my clients don’t have they’ve not sent surveys. That’s a whole whole part of why they’re hiring me, right, is to create that system that is actually gonna tell them, you know, who their audience is.

And I’ll give you a great example. The this this trauma attachment expert, they’d never sent surveys. They’d never sent they didn’t know who their audience was. They just collected they had a giant list of, like, five hundred thousand people.

I have no idea anything about them. Mhmm. So, I mean, that was part of my, you know, part of my goal was to learn who this was, create forms that that allowed us to know more about them, and and actually start sending out surveys, for courses, for annual service, etcetera. So we had a much, much better sense of who our audience was and what they were looking for.

But, man, this would have saved me a ton of time, you know, analyzing all of those things and trying to get insights and blah blah blah blah.

There is there’s I wanna share it with you, WordPress. Give me a sec. Let me see if I can pull it up. So you can I did do a present a presentation as well where I showed so we launched the veinable agent campaign, and we we had no customer data patient data?

Nothing. And we used AI, to hone in on the avatar using the framework I just showed you, and it was spot on. That that campaign is making a lot of money right now, and that was, the customer research, patient research, that was pure AI. No interviews whatsoever.

So it is possible. We used reputable because it was, there’s a lot of data based on vein ablation, we there’s a lot of sources we could pull it from. So we’ve we asked AI, and I did a the one of the training sessions on this to show you how to do it. So we told AI to only get, to to role play as an interview, but to answer the questions using, credible sources, like, medical, review mining, stuff like that.

And it was spot on. It worked really well. So have a look at that training session.

That’ll that may Yeah.

I think the other thing is, in and you could train it to also look at, say, for example, your competitors’ website, your competitors’ stuff.

If So I found so I have some feedback on that.

So Yeah.

How does that work?

So we had, something to consider. So we did try the and I’ll show the output on this quickly. So we did we are launching a WordPress. So I wanted to use negative sentiment to share my screen with you to I just wanted to see. So okay.

There we go. You see my screen?

Yes. Okay. So what we did was we asked AI to go around and define different, sources. We used Trustpilot and stuff.

So AI did this itself, and it gave us over a hundred. So it’s it’s, significant, like, the the data. And then from that, we started to craft our value prop, supporting messages and proof points. So we it is possible to do it without, and this is the prompt we use for it.

So it is possible to do that, as well. Now we found Yeah. To not use competitor sites because we found that we wanted to focus on negative sentiment.

We found that it’s all That’s exactly what I would do is look at the, I would look at, you know, Yelp better, you know, whatever, Tripilot, all those other sources that, you you know, that they’re connected to and and try to capture all of the sentiment down there.

This prompt with you as well. I think no one else is gonna get access to this.

This is awesome because, this is exactly the kind of stuff that, this is exactly the kind of stuff that that, in duct tape, they actually are a lot of people are doing, but they’re taking forever to do it.

And it’s so manual, and it’s like Took about a half hour, and it just this was a different and I’ll show you the AI tool that I use. The And the beauty of it is it, it links to the source.

So you can verify it, and it gives you the exact phrase. Guess what this is? Your sticky language. Yeah. Right? So I know now exactly what people like, we’re we’re launching WordPress support. I know exactly what people are pissed off about with the competitors.

So, like, guess what I’m gonna that’s my messaging. Right? Yeah. You’re always I know exactly what to do.

Yeah. Exactly.

A lot of times, looking for the negative stuff is actually gives you I only look for negative.

I love negative. See, it’s how you beat them. You target them. So I’ll share this with you as well. Have fun with this, and I’ll share the LLM that I used. I was pretty impressed with this actually.

The way it saved me so much time as well. So that’s, because you showed up, you’re getting a lot of, you’re getting a lot of value.

Well, this is it’s directly applicable to what I kinda do you know, what I already do.

Yeah.

And and but it’s it’s, I’ll let you know, obviously, looking for things that the the more time I could spend on my book and my framework, the less time I can spend on, like, client stuff.

And so that, you know, that Of course.

Anything that makes me more efficient that way, it makes me get stuff get the money in so that I can Yeah.

We we have an agency, and we have multiple like, I’ve I’ve multiple businesses going on, so much stuff going on, from web development to marketing, retainer clients. And, honestly, I’m involved maybe twenty percent, like, if that and, my role is shifting to creating the systems and the processes, delegating, and coaching. And this this system that I just showed you, those example clients, that was Jeremy. Like, he he did that himself.

Right? But it’s creating the system for him to follow, and then I can delegate anything. And that allow that frees up my time to create the system I just showed you. Right?

And that’s where we’re visionaries. That’s where that’s where our value is.

Right? Versus the doing.

That that’s why I’m so frustrated with my you know? Because right now, that’s that’s what I’m I I I don’t get to play the visionary because that’s the fun stuff for me.

And Systemize it.

Figure it as look at everything. So we what we did, we see it so I’ll give you it for the retainer clients. We have these high retainer clients. We looked at all retainer clients.

We wanna know the twenty percent that generated eighty percent of revenue, focused on them, fired the other ones, Then we analyzed the products and services that we deliver consistently, and then we we created systems for each one, and then we productized them. And then we leveraged AI using what I just showed you. So we offer GMB, Google Ads, Facebook Ads. Guess what?

They’re all frameworks and systems and formulas. And now when we start a campaign, we get a for, say, Facebook Ads, we get specific information from the client, feed it in. We use that for messaging, and it it works really well. Right?

We link it with ROI. That’s that’s the the next the final step is your split testing, your AB testing, your controls.

That that’s a different that’s a different topic, but it’s all systemized using the exact process I just showed. Right? It’s powerful. It works.

It it does. It’s it’s super interesting.

Yeah. But but that’s what I suggest in your like, if you did get away from the grind and, like, the the delivery is to really figure that out and then create a system, which, yeah, I you’d enjoy anyways is create a system to deliver that service. Right?

So you can step away. That that’s your ultimate goal is to is get other people to do it. You shouldn’t be doing the work.

It’s the ultimate goal is to get it through a client as fast as possible and and Yes. Not be stuck with, with I’d rather coach them and and teach them and tell them once they have all this how to use it than I would to to actually be doing all this crap.

And get away from and the the one of the biggest things I learned too is to get away from so I showed, a landing page, and it and literally, if I run it through AI, it says, did AI write this? And it’s a big red yes.

And it’s like, would you send this to a client? And I would never send that to a client. Well, here’s the thing. This landing page has generated millions of dollars. So does it matter?

Why would you?

Why wouldn’t you? But client we have to train clients on that. Like, as long as you’re following a process and it’s data driven and you’re understanding, you know, you’re you’re you’re getting the data, you’re feeding the data, you’re you’re you’re Yeah. Message matching, all that good stuff, doesn’t matter. It doesn’t matter.

How transparent are you with the the clients?

Oh, I I focus on results. People hire me for results. Right? But I’m picky now. Like, it’s it’s results. That’s all I care about. I’m already a little bit.

Alright. What about have you ever had clients where they’re, like, you can’t use AI?

I mean, there are actually companies I don’t work with I would work with them.

They’re they’re not they’re not a good fit for me. I’m I’m direct response, like, pure. I I base so I measure success based off ROI, not return on ad spend. I don’t believe in that return on ad spend.

You need eight to one just to be profitable. I focus on true ROI, taking into account gross margin. So anyone I work with, we look at their products and service, and we figure out how much does it cost you to create that product, and then we we factor that percentage in. And then that is our success metric for every single campaign.

And then we link all campaigns to revenue. So we know the original channel, we tie lifetime value revenue to the original channel, and we use first click, period. We know exactly what makes money to the dollar. Right.

And and once we get to that, clients don’t care.

Right? And to be honest, in order to get to that, it’s not it doesn’t happen overnight. You make a lot of mistakes. But truthfully, you could put one hundred percent creativity and not use AI and put out this campaign, it’s gonna be shit. It’s gonna flop.

Right?

Yeah. It could look beautiful, but it’s lipstick out.

Exactly. You don’t you don’t know. So isn’t that the point of conversion copywriting and direct response is to have a control and beat the control? You’re supposed to put when you write a headline, it’s not one headline.

You you’re supposed to write ten headlines, and you test them. And you base those headlines off of stage of awareness and your voice of like, that it’s built in. Mistakes are built into the process. And AI just allows you to get to that make those mistakes a lot quicker.

Right? That’s my that’s my mindset on it. And once you teach people that and they understand that, and then once you teach them the only thing that matters is results, whatever that is, for the one client, it’s organic traffic. If we can help them achieve targeted organic traffic, does it really matter how?

That’s the strategy. That’s the secret. That that’s leveraging AI strategically and teaching people. I got into arguments with, the companies that, like, that all of this stuff now, is it written by by AI?

Is it this I argued with them. I’m like and it one of the things that they use is they look for formulas. If because AI is is for is uses loves formulas. Right?

So they actually use that to to gauge or it’s one of the factors to gauge if it’s AI written. That alone would conversion copywriting is based off proven frameworks and formulas. So it’s gonna it’s gonna say it was written by of course it is. Right?

So it’s it’s a it’s a paradox. Right? It’s a conflict. That’s the way I look at it anyway.

The original formula was written by, like, Cicero Bic.

Exactly. Like, I don’t and and that’s my that’s my so so, like, AI, if you use it strategically, it’s it’s the process. AI can can what’s conversion copywriting? It’s it’s getting into the mind of your customer.

Right? Yeah. It’s it’s it’s targeting your AAA, understanding the core problem and the result they wanna solve. You use AI to achieve that.

And then you’re just you’re you’re taking that voice of customer data. You’re overlaying voice of customer your your formulas, and you’re literally just using AI to connect them.

Do you know do you ever get into, analyzing the actual offer itself?

Because a lot of times, I mean, you’re gonna have the best copywriting. You’re gonna have the best formula.

But if the offer is shit Test it.

You gotta test it. Right?

That’s that’s you the other problem.

Yeah. You test it with the and you never know. Right? But that’s where you that’s why I like to have the three offers, the the, the the funnels.

Right? One offer, the quick win. This is your lead magnet. This is like the your next this is your deep research, the webinars, all that good stuff.

Right? Just testing it and see what sticks.

All that good stuff. Right? Just testing it and see what sticks. But the the point is you never know.

Right? It’s you need to get stuff out quickly. You need to learn quickly. As long as you have enough traffic, you can figure this out quickly, especially if you’re getting into paid stuff.

Right? But it’s common sense too, man. Like, if you’re looking at this, like, you you’re gonna know. Your intuition is gonna tell you, am I targeting the right am I solving the right problem?

Right? Like, this is there is another layer that we don’t have time for today. What that we also do is we we go into the unique mechanism.

And we’re getting into, like, level four markets, all that stuff where we focus on the what and the why and the how.

And that’s a separate questionnaire that we use for clients.

Depending on the client, we don’t use it for every client, but that’s getting pretty deep. And then we get into another layer of of for the adding to the avatar as well. But that’s a different training session. We can talk about that.

Very cool.

Any questions?

No. I’m good. I I wonder if the time did it well, you and I had the time. Right?

Yeah. Everyone missed it. Cody, you missed it.

You guys joining a lot? Ugh.

I missed it. The account just said eleven. It changed it to eleven PM or eleven AM Pacific.

Did it really?

Because I had My calendar says it starts at one PM.

I just now clicked it and yeah.

Oh, okay.

Oh, dude. I was here, like and so Shane was here, and I was, like, the only person here.

Yeah. Because it was at ten o’clock last night when I looked at it, and then I opened up my calendar today. It’s like, what the hell? Okay.

Time zone a?

Who knows? Well, well, you missed it. It’s a it’s a good one. We we walk through, the process on like, I can give a quick recap on how everything works, and then we’ll end end it with a series of questions. We’re basically starting with your your survey, aligning oh, it’s closed now, but, let me go here.

The whole thing’s recorded. Right?

So Yeah. The whole thing’s recorded recorded. But, basically, you you start with your survey, then we we analyze the survey responses, and then we get into, frequency sediment, and then we use that to create our avatar.

So here’s the avatar based off the data problems, and then we get into messaging.

Cody, you’re gonna like this. Watch it as this is especially relevant to you because of your advertorial, because the next stage is is aligning the messaging by stages of awareness in that book, the lead type that we we talked about.

This is great for you because these are the lead types for your advertorial. Right?

Right.

That’s aligned to the data. And then and then we get into the fun stuff, and you can watch the video on how we do this. But this is getting into you have all this data. You’re you’re creating a swipe file.

This is a fun part I’ll show you quickly. So let’s get into we could as simple as this. Right? So you wanna do a home page now based off of your, your avatar and get in here.

So you can just literally pop that in. And what it’s gonna do now, it’s gonna write a home page based off data, based off your avatar. So it’s a top to bottom approach. So using it like this, save this.

So any assets that you create will be aligned to your avatar and messaging top to bottom. Right? Which is cool. And then also getting into we talked about a swipe file.

Sorry for interrupting. But Yep. Is anybody else unable to see Shane’s screen, or is it just me?

I was gonna say, is there something Oh, wait.

I’m not showing my screen. No.

You’re not showing my screen. Oh. I went through it also. I’m like, oh, this is awesome.

I’m just saying this is like the calendar kind of phantom happening.

Yeah.

The calendar I gotta jump on.

That’s weird. I was gonna log in at noon two, and then I looked at my calendar, and I was like, good. Well, noon for me.

I looked at my calendar.

I was like, one, and I was like, okay. That’s weird. But okay. I guess.

Here. Let me go on. Let me talk.

Yeah. I’ve gotta jump off because I got go to another couple other calls. But, thank you, Shane. This was great. And Yeah.

I have, is this Yeah.

We’ll record I’m gonna share the stuff with you as well, and, I’ll follow-up with you in any and I’d be interested to see what you come up with too, your system.

Yeah. I can’t wait to, like, look through this. So awesome. Bye bye.

With it. Bye. So I’ll run down, on it right here, but that’s the you can see the screen now?

Yeah.

Okay. So, basically, in a nutshell, it starts with your, your survey. So your survey touches the the the secret is to align your survey questions with your avatar.

So you you step one, I give the prompt. It it looks at, breaks everything down for you as far as sediment frequency, stuff like that. Then it what it does is it it breaks it down by each question that you have in there from features to alternatives they’ve tried. Then what you do is the next step is to, take your prompt, which is my take is different for avatars. I focus on different lenses, and I talk about that all the way from point of difference, problem solution, demographics.

And then it spits up, an avatar based off the survey data that we’ve now categorized. So this is targeting your triple a client, the one client that is gonna generate eighty percent of your revenue. K? Or sixty four.

We go a layer deeper. Then we get into and this is relevant for you, Cody, is this is a stage of awareness. So we map the avatar, and this is our messaging, and we assign a lead type. And then we also pull the actual VOC research, and we align VOC research to your stage of awareness and then the lead type you should be using so that this is relevant to you because this is your advertorial.

Right? Mhmm. Yeah. Then the fun part is now you have all of this juicy data, including your one reader.

We we have fun with it. So now you can create all of your assets that are directly aligned to your messaging. And what I mean by that is, in here I talk about, when you’re creating your swipe file here’s an example of an ad, and I’ll share the prompt with you. Don’t just create this in your swipe file. Use the prompt that I’m showing you, and this is Bob Lye, legendary copywriter, direct response marketer. Use this prompt, and it’s going to take that ad, and it’s gonna break it down not only why it works, but it’s gonna give you the formula that he used to write that. Okay?

Yeah.

So your swipe file now is this.

And if I and I go into here, blah blah blah. And you can do this with anything by the way. I give different different examples.

So here’s a newsletter. Here’s a, do do do oops. Here’s a back pain. Here’s just a regular newspaper ad. Right? So this is a formula that it is. It gives me the formula to follow-up.

Now let’s say I’m into, I need, hey, we need to write an ad for, that’s coming up in the newspaper.

Then we’re just going here and, which one did I do? Yeah. This we’re just going here and we’re typing this. And because it’s broken down by stages of awareness, we can go, write and add or problem aware or solution aware, whatever it is, using that proven framework. And it’s gonna take all that data, and it’s gonna write it for you. And we did this through there you go.

So it’s everything is data driven. Your messaging is spot on, is targeted to one reader.

And then what we do is your swipe file is literally breaking down your swipe file by different, here we go. Different so here’s a swipe file for a local SEO page. Okay. So an example on this is, like, let’s say, now I know my one reader. We’re launching this. We want to launch a local SEO campaign. It’s as simple as pasting this in because that let’s see that local SEO page is a framework and formula that we’ve analyzed.

AI now knows what’s to work with, and it’s gonna give me that spit draft and wireframe.

So you can put together, like we went through a whole campaign in less than twenty, thirty minutes.

And then we talked about also so here you go. And the beauty of it is you’re using you’re using data, data, data, framework, framework, frameworks. Mhmm. It’s exactly what conversion copywriting is. But you’re using AI to streamline it. Okay? Mhmm.

Then we went into this stuff works.

We this is a little literal example of a client, that we used. This is, like, here’s the local SEO thing. From this, we the data created the site map. This is a thirty thousand dollar project.

Okay.

Completely outsourced to my team. The goal was to drive organic traffic. Our dataset was keyword data from SEMrush, Google Search Console. Then we used frameworks and formulas, the system I just taught.

Here’s an example of your demographic data. We wanted to know, okay, which, which age and city were generating the most revenue. So we pulled this from the CRM. We used that to generate it.

So that’s incorporating different the point is it’s creating your it’s not just about using surveys. You can also use other data points to create your your avatars, right, to come up with your ideal?

Yeah.

By pulling the data from the stack.

Yeah. That’s the mindset. And the but the biggest mindset, shift is your swipe file. Make sure that anything you do make sure your swipe file is not the is just the winning like, find winning ads, but then use this prompt to break it down so you really understand why it was a winning ad because this is gold.

Okay? Will that work for, like, the advertorial? Like, if I break down the advertorial, will this same prompt work for that, or do I need a different one?

Yes.

Okay.

Hundred percent. So take and and that’s a great example for you. So find winning advertorials in any space that are great. Find, like, conversion or really smart people have done this and use AI to break it down.

It’ll give you the exact formula.

Then And I’ll just put it in a Google Doc.

Exactly. You got it. So this and do that for all your assets. Because if you’re you’re using this system, you’re using this system here, it’s, when you get into the system and you’re now bookmark this or create a custom GPT, whatever you want to do, but literally just keep on feeding this.

Okay. You know what? We need to do a landing page. Great. Insert the formula. And it will remember it, and it’s always gonna be written off your one reader, which is based off of your messaging.

So it’s a top down approach. Right? And then you can get into the fun stuff where it’s not like it’s in I’ll give an example here where it’s, process We go to the bottom, and we type write a two hundred email for, product aware stage. Right?

And here’s the thing. So we’re targeting different ad types by so you get your message match, your stages awareness, all that good stuff. Right? And you can direct AI to do that.

And now that it knows all all that from the top to bottom, it’s gonna write a perfect ad. Right? Everything is aligned.

Okay.

And get it out quickly, test this stuff. The last cycle is the your testing, your control, your split testing.

But this is the process in a nutshell.

Okay? There you go.

Okay.

And it’s spot on. The the one thing you may, in your case, Koda, because I know you’re we’re dealing with data, is look at, the process.

Essentially, I I break down, how it works. Right? Like, how your the different types of, what do we got here? This is the no.

How how it reviews the sediment, how to how it categorizes. I talk about, the analysis, how tagging responses and stuff. I do talk about that. In your case, try AI first.

Try this prompt.

If not, there’s there’s different tools that you can use on it. One of them is monkey survey or monkey learn or something that is trained on to do this specifically.

But, essentially, all it does is it it reviews the data, and then it assigns scores.

So it looks for common themes like time management, too busy, and it’ll assign a score. So in this case, it’s as simple as problem, time management, six out of ten. Guess what you need to focus on for the problem? That’s it.

Right? So here’s here’s I talked about this here. So the problem is six out of ten respondents mention mention time management’s struggles. Guess what you’re gonna focus on?

Time management chaos.

Desired result was eight out of ten people wanted it to save ten plus hours. Guess what?

The result’s gonna be There you go.

It’s as simple as that. And then the avatar the the the missing piece, the most important part on this, especially if you’re using a custom tool, like SurveyMonkey, that’s trained on this sediment analysis. So you can just copy and paste, and it’s very good at putting it together. If you’re gonna use AI as it currently stands, the trick is to make sure that your survey, the questions that you ask are directly aligned to your avatar.

Okay. Yeah. Because it’s yeah.

It’s all You see you see the It’s like coding when you have to have things matching exactly.

You got it. And here’s this is the avatar. So this is, like, your prospect.

These are the criteria. These are your triple a, your demographics.

I I walked through how to get those. Your ideal prospect, who they’re not. Right? AI, you’re you’re gonna train it on that.

You’re focused on the problem, which we just went over. Right? So everything is drawn down to your point of difference. You know, hey, why should I choose you?

Proof, you know, claims that that proof is hype. There you go. It’s gonna give you this stuff. And then the offers, these are these are based off of the the funnel, top middle, to top, bottom middle, all that stuff.

Right? So you have your the different the different types, and it’s gonna give you that. But more importantly, it’s it’s aligned like I did to the interview questions. Okay?

So that that’s a big one if you’re gonna use AI, and you’ll find that it’s really good once you create those patterns at really helping you, figure out your messaging. Okay?

Yeah.

I I get, like, surveying the audience and then mapping, like, the specific questions of what they’re saying. What if your client gives you, like, abandoned cart surveys, though? And that’s not, like, you know, already organized for how we wanna input things. What would you do with that data?

There that’s a good and that’s where you may wanna look at SurveyMonkey. So SurveyMonkey is very good.

So we did that here. So the in the real estate example that I that I gave, we didn’t have a lot of information. We had information about the the client, and then we had their search console data plus keyword data, and we used that. So you have different datasets.

It’s not always gonna be a survey. Mhmm. But it’s to get you know, what do you use with the data to get the output that you want? So in this case, the output for us was the organic visits, so there’s certain data I needed to achieve that.

If you’re getting into in in your case that you’re talking about, then you wanna look at SurveyMonkey. It’s good at that.

I it’s I think it’s, like, one ninety nine. There’s cheaper versions right now. It’s a hundred bucks. But you can just literally paste everything in, and it’s gonna it’s gonna review it’s gonna, do the settlement analysis for you. Yeah. Yeah.

Analyze everything?

Yeah. And and I and it’s gonna do it, like this is what this is how it works, basically. It’s gonna review the data. It’s gonna look for themes, and it’s gonna assign a score.

Okay? And then the output, it’ll assign a score that say, okay, six out of ten people say this is the problem. Guess what? Okay.

SurveyMonkey will do all this is what you’re saying.

Yeah. Exactly. Exactly. I I use a if you don’t wanna use SurveyMonkey and you wanna go AI, it’s better to have the survey match your avatar.

Mhmm.

That’s that’s the the core takeaway on it for now anyways. Check different language models.

Yeah.

Here’s an example output, where we had there’s a prompt, and then we we used, we we had it extract negative sentiment from, like, Trustpilot for major competitors because we wanted to know how to beat them. Right? And then we extracted exact phrases and then the link to it. And this is gonna help us with our messaging hierarchy.

So there’s different ways that you can do this. Mhmm. But it’s it’s to use that creative thinking. Right?

The the out of the box thinking to get this kind of output that you need and then connecting the pieces. Right? This is pure data driven. Starts with the survey, messaging, all the way down, and then use the proven framework and formulas from your swipe file to create the assets quickly.

Okay.

Right? Because you can do a whole email sequence. You can do a whole in the thing in the the the training session, I mapped a whole website.

Here’s the here’s the local SEO theme right here, and that’s based off of, this right here. Because because my swipe file is not just examples, it’s broken down by frameworks and formulas that it needs to follow AI itself.

You said, AI can do all of this first if we put that in there to, like, tell us, you know Exactly.

And that and that’s the process that I’m that that I’m teaching you because then then it’s pure data driven. Right? It starts with you see it from top to bottom. And then the beauty of it is, like I said, create a custom GPT.

Once you get it, you’re you’re happy to the point, save this, and moving forward, hey. You need a Facebook ad? There you go. Type in a face it’s as simple as, like, let’s do let’s do this.

I’ll show you.

I do have a question about the difference between a custom GPT and just using a project. Because with projects, you can upload the files as well. Right? Like, you would if you’re training the GPT. Do you see any, I guess, any what’s the difference between just using a product a project with all the files versus creating a custom GPT with all the files?

Try try different custom GPTs will use I think they use four o. So, I don’t. Like, you you can if you wanna do that. If you wanna like, with with the one client, the real estate client, we do they did create a custom GPT because they they just kept on feeding it data, and we’re expanding into beyond the site.

In this case, I would just I would just keep this and save this. You could save this per client. You know, once you’re happy with it, you have the data, like, for you, whatever tool you use. But once you have this analysis, the AI this is this is the ticket.

This is the sweet spot. Yeah.

And in my Chat two BT, for the projects, I have one for each one of my clients where I put all their data and everything into that. You know, that way if I go and ask it something, it will be able to pull from that knowledge base. Just creating a little it’s like creating a little folder for each client.

Do you have the sediment analysis, though? Did you break this did you do this?

No. No. I haven’t done that yet. But what I’m just saying is, like, I could still I I could still create, like, projects instead of a custom GPT for each client, and then it just has all the knowledge for that specific client.

Right? Hundred percent. And you could link to it. You could create I would save this this thread, and then I would just link. You can integrate Google Docs directly to it now. There’s a new feature.

Oh, that’s cool.

Yeah. And so that’s what I would do. And then it’s just your everything is based off of one reader, and you can test this stuff really quickly. And don’t be scared of you’re gonna hear arguments, hey, different thoughts on this.

But if this doesn’t pass in an AI detector, who cares? Yeah. I I real this is this did not pass AI detector. This is thirty thousand dollar project.

Who cares? Right? Yeah. Focus on results. Data if if it’s making money, who cares? And and educate the clients on that.

Get them, you know On board with the fact that what you’re really hiring us for anyway is to make you money.

So who cares?

Bingo.

Yes. Right.

For now, at least You don’t have to share.

You don’t have to let them know that you did an entire campaign in less than an hour.

Yeah.

You don’t you don’t they don’t need to know that. Right. Because but at the same time, the you this this is direct response. This is conversion copywriting.

This is this is exactly what you’re supposed to do. Right? It’s using voice of customer proven frameworks and formulas. You’re you’re you’re doing messaging stages of awareness.

This is it in a nutshell. You’re just using AI to leverage the efficiency of it. Right?

Yeah. Okay. Is there a reason why you’re using o three?

No. Try different models. I find o three is better, at, analyzing the data.

Okay. Right.

Yeah.

Like know.

Though? Yeah.

O one preview is a good one as well.

The is a good one. It’s it’s just it’s I find it takes a long time. There’s different try different models too. Right? You don’t have to skip to ChatGPT.

Well, yeah, I use Claude too. Claude is really good for writing, I feel. And then I I don’t know. ChatGPT, it’s good for, like, ideas.

And then Claude, it just does better with writing. Like, the writing that it produces to me is more grounded or something. I don’t know. It’s better.

Can I ask you a question, though?

Yeah.

Okay. So if this if this right here so let’s let’s talk about writing. Okay? So if this if this right here is following this template, which is a proven local SEO template to rank, and it’s this is voice of customer directly from the survey targeted towards a one reader Then it doesn’t matter.

You need Claude? Doesn’t matter. It doesn’t and the the writing is, like, what is what is conversion copywriting? To me, personally, it just means that you’re just overlaying VOC to proven copywriting formulas.

That’s it. Like, there there’s nothing else to it. Right? Like, to to me, that disagree, that’s what it boils down to.

So with the cam Sorry. Pardon me?

I was just gonna ask you if you tried Claude to to do data analysis and if you’ve found that No.

I haven’t. It’s a it’s, it may it’s a does Claude, I thought I I hear, like, Claude is more creative, like you’re saying. Right? If you if you wanna argue creative.

I don’t know if it’s more creative necessarily, but I feel like when it writes the words that I want, it’s more it’s it’s less fluffy words. It’s less you know, it talks more how a person would talk versus how ChatGPT will write copy, in my opinion. But in Cloud, you can also do projects. You can upload the knowledge base. You can upload, all that stuff as well.

Try it. Let me yeah. I’m interested to see, like, how yeah. Yeah. Try this is you can use different different mod.

The the it’s the bottom line is, like, the process. Right? Don’t spend a lot of time on this stuff. Get it out quickly.

Test it. You, like, you can spend all the time in the world on perfect messaging and thinking that you nailed it, and it’s a crappy campaign, and it bombs.

Right. Right?

The the point of conversion copywriting direct response is to come up with the control and beat the control Exactly. Built into the process.

Right?

Yeah. You have to have a lot you have to have volume. Other because, I mean, otherwise yeah. It just takes forever.

So So You got it.

And I would put this this process works. I make money from this. This is this is not, like, fluff stuff. I did a, an invasion campaign that’s making a lot of money.

Like, this it works. It’s pure. It’s data driven. Hey. You could argue, well, AI wrote it.

Who cares? Like, you know, you and I talked about this. You base results off of revenue. Right?

It it’s profit. Did you make money from it?

And that’s all that matters. Right? So Right. Have fun with it. I think this is this is in line for your process as well.

And once you watch this, you’re you’re gonna have an moment where it’s really gonna fit in. An example is the book I shared. You it sounds like you read it already.

Yeah. I have that in my Kindle. Yeah. Absolutely.

So that build that into that’s what this process is. And your messaging hierarchy is gonna be around the stages of awareness, and then he gives really great examples of that. Right?

Yes. Yeah. In-depth.

You got it. That’s that’s, that’s all I did too.

Nice. Okay. Cool. So I know we’re, like, at an hour and a half though. But I was curious. Will you send us the Google Doc that you have here so we can look through it?

Oh, yeah. I’m gonna send everything. I’m gonna send the, the doc, the the the prompts.

I’ll send everything over for you. Yeah. Just give me two hours.

Red. I think that would be cool to study too just to make sure that what I’m putting in is increasing that.

Of course. Absolutely. And and give me feedback on it as well, like test different, and and just to reiterate as well, for in your case, if you don’t have because I know the client didn’t send everything in a perfect survey. You didn’t have all that data.

Right. Then use the tool. That is specific. And that’ll that’ll give you the same output as far as, like, sediment analysis, what to focus on for problems, outcomes, all that stuff.

Right? And then you just and then use that to create your avatar.

Okay.

Okay? And the avatar could be different. Like, my I focus on, like, pain point. Everyone should focus on pain points, but I focus on point of difference.

And then the other point is I’ll share it. We didn’t get into it, but if you wanna go a layer deeper, there’s a second survey that I have that focuses for the client where that talks about the unique mechanism, and that’s relevant for you because you’re in the direct to consumer space.

Yeah. I have to explain, I know, like, the unique mechanism and everything that I write. Otherwise, people are gonna be like, oh, I’ve already saw this.

Exactly. And I’ll I’ll share the survey for that. So you can apply that to here, and I’ll I’ll share that with you that you get that from the client.

And then you’ll overlay that with your your your avatar.

And then now you have two layers of messaging that you can use for assets moving forward.

Yeah. That’s awesome. Okay. Cool. Yep. Sounds good. Great.

Have fun with this. Any any questions that I can answer?

Well, I don’t know.

What’s the book that you recommended to Cody, Shane?

Oh, Yeah. It’s right here. It’s a amazing book, by the way. It’s, it’s great leads.

It’s, I think you get it from AWI. So it it breaks down, Eugene Schwartz’s stages of awareness amazingly. But more importantly, it it it associates lead type for each stage of awareness, which is a gangbuster. And that also gives you the formula to use, the the copywriting formula for each, lead type.

Mhmm. Oh, cool.

Okay. It’s really I didn’t quite understand stages of awareness until I really until I read this book, and I was like, got you. Yeah.

It does help. I think breakthrough advertising was pretty eye opening for me as well, though.

Oh, that’s a good one. Yeah. Yeah. Yeah. That’s a good one. I said there’s a course that, I got the book, actually.

Twenty seven.

The paperback?

Nice.

Yeah. No. I know. I got the I got the book, and I got the, there’s a a course as well that that you may it’s breakthrough advertising mastery. So it’s a Wow. Yeah.

It’s separate with That’s nice.

Yeah.

But Brian Kurtz is a legend there in study.

Brian Kurtz is the one with that course?

Oh, yeah. He’s he’s, like, he’s good to he’s good to study. Okay.

But yeah. So any any questions on this? It’s more like just emphasizing the the process, the mindset. You’re gonna have different datasets.

But to leverage AI to really to to leverage that automation, and like I said, the argument is creativity. Who cares? To me, if you’re using proven framework, formulas, and voice of customer Mhmm. Where’s the creativity?

And you’re using to me, it doesn’t make sense. But, anyways, people argue differently. That’s my take on it.

This does make money. It does work.

That Google Doc that you have that you were training us all on, is that pretty much everything that you need right there in order to do everything that Yep.

You showed us? Yeah.

Okay. Okay.

Cool. It’s the in the prompt you can play with the prompts. Like, try different language models and but the prompts are there. And then like I said, I walked through this.

I actually do it live in the, in the video as well. It just how the prompts work together, but, you know, have fun with it, customize it. But that’s that’s the process in a nutshell. Like I said, with you, it’s a stage of awareness that’s gonna you’re gonna get the most value for your messaging.

Right?

Yeah. Absolutely. Cool. So yeah. Alright. Yeah. I’ll watch the training. I’m sure. It’ll be great.

To watching the video.

Awesome. Any and any questions, don’t, don’t hesitate to, to ask. Okay?

Yep. Sounds good.

And remember the swipe file. Your swipe file is not just examples of winning. You’re gonna it’s to break down the why. Why was it a winning ad?

And and to figure out the formulas that the ad is using because that is the that’s the ticket for the last stage. Step four is to create your assets. Right? So Yeah.

I’ve I’ve actually broke down a lot of copy manually. You know? What are they doing here?

No. No.

You’re gonna use this prompt, and it’ll yeah.

I lot quicker.

Oh, and lot quicker.

Right? A lot.

Lot quicker. And it it was trained off of so how it broke that down, it was trained off the datasets from AWI, all the winning campaigns. So they went in and made notes on why they were winning campaigns. So the prompt was trained off that dataset to come up with this. So it works.

It’s it’s Yeah.

And, I think it’s important to, I think, say that, like, what you’re looking at an ad and you’re breaking that down, that’s just for an ad. Right? Like, that’s not not like, you need to have specifics. So advertorials, ads, sales page. You can’t just use yeah. Exactly. Okay.

And you’re gonna you’re because you have a really good system, and now you have some key metrics, which is your secret. You know you know how to prove results, right, and how one was a needle. And now layer in this, and you you’re that’s the ticket. Right?

You’re gonna it’s kinda And then you just what you have it set up where you have, like, an agent or something doing all this for you?

Like, you just or is that how you’re doing it? You just, like, put something once an action has been taken, like, you have the split draft, then AI does the stuff for you, or are you manually doing this?

AI does it. Like, I in the video, I I literally so in we start with the the survey. We go down the avatar all the way to the messaging, and then we we literally create a in the video, we create a website, a newspaper ad, all of this stuff. And at that point, it’s I delegated to the team. Right? So the the example I gave you for the the real estate site, I didn’t do that. My team did, but they they use the same system.

And then it’s just a matter of, for producing it quickly. Clients will say, I need this. I need an I need an email. Okay.

Here you go.

Here’s here’s a template. Pop it in. There you go. Done. How can you argue with that?

It’s based off of your one reader that is based off of data. Like, that’s Right. That’s that’s conversion copywriting. And you’re writing it off the stages of awareness.

You’re saying, I need an ad, which is I need a problem aware ad or solution aware, product aware. And because you’ve you your messaging hierarchy is by the stages of awareness, there you go. So you’re you’re getting into you know, you see you see the connection?

Curious now. Yeah. I do see the connection, but now I’m wondering because, you know, message matching is really important. So if you write an ad to an advertorial, you need to make sure that that the message matches.

And if you just tell AI, well, I didn’t need a problem awareness ad, then it won’t necessarily connect with the advertorial, I guess, unless you put the advertorial in there as well. Right?

And say I mean, you know, putting them both together.

Yeah. But but you’re not just putting in remember, you’re not you’re putting you’re not just saying write an ad and write the advertorial. You’re saying Right. Write the ad and you’re giving it the formula to use for and you’re letting AI know, okay, this is the stage of awareness.

Here, you’re letting you need message match. It’ll figure that out. Mhmm. Because you’ve already you’ve already finalized the messaging earlier based off the stages of awareness, which is based off your avatar, which is based off the survey.

So that’s how it connects it. And AI is very good at connecting those dots. Right?

Yeah.

As long as you prompt it correctly from the get go, and then it’ll pull that information.

And your outputs are not write this email. Your outputs are are formulas based from your swipe file of winning campaigns that you like.

Come on. Okay. Like, that’s a win like, who how can you argue with that? Yeah. It works. Right?

Right. Make sense? Yes.

Yeah. Test I’d be interested to see. Like, test it out. Let me know how it

Okay. And, and any questions, let me know. Okay?

Alright.

Have fun.