How AI is Transforming Marketing Research & Copywriting

Full video transcript

Welcome back everybody to the scale with AI Summit about to kick off our second live session of day two of the summit with Francis Ablola who is tuning in right now to join us Francis is a man with many years of experience in marketing and copyrighting and he’s going to share his approach to developing empathy-driven copy for your social media for your direct response marketing and he’s going to show you how to use it use Claude to help you with accomplishing your goals with content in copy I met Francis a few weeks ago at a mastermind here in Austin Texas and we got to talking about AI and he was kind enough to be willing to spend some time to jump on here and share his process without how he helps not only himself but.

His students as well have success with generative AI and connecting with more of your ideal target audience Francis great to see you whenever you’re ready come off camera I’ll pop you up over here into the speaker session uh we’ve just coming off a short break and ready to rock and roll great to see you Francis how are you doing today great to see you my friend it’s great to be here thank you for thank you for inviting me and I really appreciate the time to to share with with your people here and yeah we’re have some fun together but it’s a great honor to to be here man yeah I know that you’ve got so.

Much such a wealth of Knowledge from your experience in direct response for it was over 20 years I think it was what you mentioned on the the preview that we had posted on YouTube your experience over the years has led you to being a 4X Inc 5000 co-founder so you’ve had success with multiple companies it’s not just a one-off thing and in in your career you’ve seen a lot of changes in the marketing space and obviously you’ve adapted with AI and you also have a community that you train and help adapt and apply AI you do your own events and so.

I wanted to say thank you for giving me some tips and insights for how to level up how we’re producing our events as well and certainly took some of those insights into what we’re doing right now in this Summit and I’m looking forward to learning from you and your process over the shoulder how you approach U marketing and content creation um with generative AI these days awesome I love it I’m excited to share and yeah it’s been it’s been quite a journey it’s actually Monday I was at a another event in Jacksonville so.

I’m from Jacksonville Florida I was at another event and it was with Ed mlet and John Gordon and I know ifed Ed mlet or John Gordon two amazing leaders interestingly enough John Gordon was my very first client 20 years ago and so I met him at the and he was he just finished his first book and he was just new to being a public speaker he actually owned a number of franchises the most Southwest franchises here in town and interestingly enough after 20 years now today if you don’t know John he is is he has 30 books published he has 17 bestsellers and he is now.

One of the highest paid public speakers in America and it’s amazing what 20 years can do with consistency and he’s still at it and just when you’re mentioning kind of my background in this and that’s yeah it was a flashback seeing on Monday that’s where I came from and it’s amazing what you learn over the years and and do that I’ve got a lot of cool things to share with you guys today uh on on again identifying that really true empathetic he of the market and yeah if you guys are ready I’ll jum I’ll happy happily Jump Right In you bet I’m going to go ahead and give you the spotlight and and that’s with any of these sessions guys if you have questions drop them in the comments and we’ll have some time to.

Get to some questions and looking forward to learning from you Francis thank you so much take it away thank you and I’m super interactive so feel free to use a chat I’ll keep an eye on it right now I actually have a a teleprompter right in front of me where my screen is and I got my chat here I have four screens so if you see me looking around that’s why I’m going to open up my slides right now and I’m actually open up we’re going to do some live demo of some ChatGPT stuff today too so.

Let me open up my ChatGPT make sure I have that here as well to get rolling and again this is going to be interactive we’ll go over some stuff let me open up my slides right now and share my screen whoops that’s the not the slide I was G to share with yes here we go let’s do it one more time present enter full screen mode we are going to share my screen and get screen by the way let me see a yes in the chat if you can see my screen and hear me okay.

All right perfect thanks Darby thanks Michelle thanks Kim so real quick as Darby did mention we my company real advisors is a fortime Inc 5000 company we’ve been in the space for quite some time we actually started real advisor back in 2017 with a few of my friends dolmar cross Brian Hansen and Richard Dunn and right now we teach a few workshops we we An Education and Training company we’re heavily in the real estate investing space and that’s actually my partner right there DOL Mar cross he is the star of zombie house flipping Tampa so.

We do events teaching people real estate investing and based off his show which is one of the hit shows on an e cable network right now I usually ask does anybody watch cable TV mostly people say no but it’s a great brand anyway so I find the people who are in business don’t watch a lot of TVs but that’s been a great brand and we’ve actually used social media now our AI to leverage our social media and that’s what got the attention of the network so.

He’s been on air for about a year now we leveraged up his social media to become a social media influencer using content creation tools and things like that we actually speed that up now in the market and yeah so he’s been positioned as a great brand and that’s one of the one of the reasons one of the contributing factors to get his attention was using AI was using social media which is something that we teach to leverage his brand up again Darby mentioned we were a four timeing 5,000 company the fastest the highest on that list was number 80 which as a new entrepreneur that was always one of my dreams to hit that list as to hit that list and we were able to do it four times in a row truly blessed and.

Honored it’s not because we’re so great because we have a great Community around us and that’s exactly what you’re doing here today is being with a powerful community so I always encourage you to plug in and connect with people who are doing what you want to do be able to accelerate your speed and I know Darby has an amazing Community around him and so being plugged into that is is a great place to be we do Consulting we do uh we do real estate we have businesses and sales and consulting firms like that we have a social media agency which we help people grow their social media efforts and our latest Adventure is AI forb bus.com which is trainings for AI people in AI so.

Enough about me I really want to get into why we’re here today A little bit more about me let’s talk about my 20 years of advertising and how this Rel to you so I’ve spent the last 20 years of my life as a direct response copywriter what that means is I learned persuasion and influence and connection all through words and print one of the reasons actually in fact is I was so bad at one-on-one selling I was so bad at face-to-face interactions with people because truly I’m an introvert and I like to stay to myself but I had to sell to make money I put myself in that position I was so.

Terrible at it I was like all right there had to to be another way so 20 years ago when I was about 20 years old I stumbled upon the idea of direct response copyrighting writing ads that sell and in that time I put 50 million plus in online sales and and S that’s a conservative number I’ve really stopped counting but I’ve worked so hard at really perfecting that craft in fact all the books behind me are mostly influ influence persuasion sales books copywriting books marketing books and to me and today we’re going to talk about the building blocks of your marketing and that comes down to understanding your audience but we will put a little spin on it because this is an AI event we’re going to talk about how to create but I like.

To call your direct response marketing researcher your AI employee and if you do this right if you dial this in this is one of the most important things you can do in all of your marketing and there’s a lot of great tools out there I know Darby has an amazing told Market sauce that I was playing around with and looking into in terms of audience creation and things like that it’s such a powerful thing that you can do and so I learned this kind of the hard way and I’ll tell you about that in How I Learned it in the hard way in a second but if you do this right you will make your marketing infinitely more profitable and when I say I learned this a hard way let me tell you a little.

A story of where I got started this is me right here in that purple and and white shirt with the ball cap on on and that’s my brother Bernard and this was about 20 years ago I think I was maybe 20 21 in this picture does anybody know the gentleman in the Hat in red does anybody know the gentleman in the Hat in red let me see it in the chats if you happen to know who that is yes or no would be awesome no Darby okay.

Very cool anybody else no all right so the gentleman red was he passed away but he was considered one of the greatest copywriters to ever live and his name is Gary Halbert I now there we go coach JP Gary Halbert exactly I attended an event when I was about 20 years old with Gary and I I thought that I knew this marketing stuff cuz sometimes 20 years olds have this un unrealized confidence in themselves and I had just quit my job I had just dropped out of school and I was like I’m an entrepreneur and I had been studying copy for about a year in fact I studied every single letter on the Gary Halbert letter which was his free newsletter that he published at the time online and I felt like I knew every.

Single word so I went to this event there’s about 20 people in the room and he did what’s called a hot seat and so he goes around the room and picked up a couple people and said all right I’m gonna help you with your business let’s talk about it let’s get in this hot seat and I’ll give you some ideas and so being the overconfident person myself I raised my hand he put me in the hot seat and he proceeded to ask me questions about my product and service now.

I it actually just so happens I was working with John Gord who I mentioned at the beginning of this call today when I jumped on I was working with John Gordon and he had a product on creating more energy it was a book on more energy and my job was to Market that product and service and uh here’s the thing I didn’t read the book I had no idea what he sold I just thought I can write copy that could sell I really didn’t and so.

Gary started to ask me questions about the product like all right how do you get more energy I was like I don’t know read drink more water get more sleep and from that I don’t know if it a ra en ra him or what but he proceeded to tear into me which felt like an eternity it probably was only 10 minutes about how I didn’t know my market how I how I was it was a stupid product how it just didn’t work and I couldn’t defend myself and there I was my marketing hero tearing me to shreds in front of an audience of me being the youngest person in the room and so.

That experience stuck something in my head for a very long time cuz here’s the thing I didn’t know anything about my product my service or my audience but the number one job as a marketer as a business owner is to fully understand this information your job as a business owner as a marketer as a salesperson is to know your product or your service better than anyone else and most people stop at the features like the car has four tires right that’s a feature it’s a minivan and it it it can fit eight people that’s a feature the it has a bunch of air airbags that’s a feature the benefit of a minivan for example is knowing you can drive your entire family safely in a comfortable ride get everybody from A to Z all these.

Airbags to keep everybody safe lots of storage room those are the benefits but most people don’t know the difference and also knowing your audience better than anyone else including themselves and I’ll talk about that why that’s important here a minute and then know why it benefits your audience better than anything else you need to know your product and why it benefits everybody better than anything else in the market and really I want to share with you today the number one secret to the greatest marketers the greatest marketers all have this it’s empathy empathy the ability to connect and understand the feelings of another person truly this is the key to persuasion and I want you to write this comment down I want you to write this next line down it’s I was just like you.

When you’re able to create a marketing message whether it’s in print whether it’s in video whether it’s a social media posts and someone feels connected to you it opens up the door for that relationship that no and Trust factor that we always drive for now there was one quote that I learned in my my years of being a copywriter that really stands out when I do the research and create a new project and when I’m diving into something and this was a GameChanger for me it’s a quote by Robert Collier it’s enter the conversation already happening in the prospect’s minds you’ll want to write that down screenshot it do whatever grab it enter the conversation already happening in the prospect’s minds now.

What does that mean what does that mean every single one of us each day walks around with an elephant on our shoulders who believes that every single one of us walks around with an elephant on our shoulders and what this is this elephant is the desires and the pains and the wants and the needs and the worries and the issues it could be I can’t sleep at night because uh my kids are out there and I don’t know where to do I don’t know if they’re safe or my business is failing and I need some help or I can’t get my health under control I need to lose that extra 50 pounds all of us walks around with ele elephant just check in let me see does anybody agree with that that statement yes yes.

In the chats if you agree with the statement that all of us walks around with an elephant I’ll give you guys a second yes Dwayne awesome thank you and so here’s the thing here’s the catch most people don’t understand their own elephants they know they have an issue they know they have a problem but it’s very surface level and even further than that many people can’t communicate their own elephant to others meaning they can’t get help they can’t ask for help so your job is to become someone who can understand and communicate your prospects challenge wants and desires and needs and pains and worries better than anyone else better than anyone else and also to be able to communicate it to themselves better than can than themselves I was just like you remember that statement.

I had you write it down if you can identify that I was just like you statement I was where you are today but I found the solution and this is what I did to get where I am today and I can guide you the way and so that all came from research and how did I do this research I did it the oldfashioned way right AI has only been around for a little bit of time I’ve been a direct response marketer for 20 years so I dove into piles of research and data I would spend times in libraries I would go get old newspaper access I would go into the real world and communicate with people which is still very important I would find competitive data in all the different sources I had I would.

Research competitors marketing in old magazines in Old we websites in the Wayback machine using all the tools I would speak directly to customers and Prospects I would do surveys and I would drive through all of that information constantly ongoing all because this guy drove into my head the importance of why I need to know all this Research Now what’s so amazing is now we have this shortcut we can shortcut weeks or even months of research and the way I love doing that is still getting live feedback so.

How do you enter the conversation already happening in the prospect’s minds one of the massive advantages that we have is the internet people feel free to be keyboard Warriors and overshare about everything if you agree say yes right so they go online they talk in forums they go on Reddit they go on Amazon they share exactly what they’re thinking in in more it’s exactly what’s in their head and there’s no filter if you’re asked the same question as somebody on the street versus what they’re putting online there’s gonna be two different answers sometimes because they’re not afraid to hold back online so.

What I do I go to Amazon reviews forums Facebook groups Reddit Twitter Youtube comments all these things allow me to gather this information and so here’s an example Amazon and you can check let’s just say we’re selling a product on AI for business so I have to do research on AI for business so I’ll go to Amazon I’ll look all these reviews I actually learned this nearly 20 years ago from J Abraham the Amazon tool to be able to go and find all the comments of what people are saying because in these reviews in these comments are what they like what they don’t like what they would want to see more of what they loved about the product so.

If you’re in your research mode you can go and you can find all this information directly from your prospects which is a super powerful tool so simply I’m looking for the books on my subject matter here for example chat GB team millionaire has 3,400 reviews some are five stars some are four stars some are one star I want to know what all these people are thinking here’s another example all right so this is this is X so you can go to x.com and again read comments on your subject I just did a quick search AI for business again that’s my product that I’m marketing then I would just go and do a search on what’s on uh on X and see all the information all the comments this one post had 92 comments on X.

About AI for business tools all right so that’s cool I’m doing more research here’s another trick you can actually find and search a filter on x.com where you see the minimum replies of a hundred or more so you only look for the most popular popular posts so again this one post on on AI business has 849 comments there’s a lot of data in 849 comments some are good some are bad some are really insightful so you have to dig through all that information right here is Reddit so.

Reddit these are AI for business I just did a quick search on Reddit and I found several posts on Reddit that had information about my audience these were people asking how do you use AI to improve your small business will AI make you extremely rich can AI help your business these are all com of people talking real time being able to get into the conversation happening in their heads here’s here’s Facebook so I just put a post on one of our groups and I asked hey I need your help I’m doing a presentation on using AI to make your life easier I’m looking for inspiration tell me some ideas so.

People comment on groups and you can get inside their head they’re not afraid of sharing information to be helpful With You YouTube I Love YouTube YouTube has tons of videos in your market so I just did a search AI for business here’s 162 comments so now you have access to all the information in real time of what people actually talk about online and I want to use that information in my marketing I want to use that information to allow me to really understand what they’re saying so.

How do I gather that up the first thing is I scrape it’s really simple I use scraper tools or even a virtual assistance to go manually and do it but I use scraper tools to find content that’s relevant to my audience so here’s a couple scraper API browse. webscraper Doo I’ll show a couple for a few specific tools for you as well U let me make sure I have my other screen up here perfect awesome and let’s show you outs scraper this is outs scraper this is what I use to scrape Amazon reviews and all you do is go to the different Amazon books and you grab the URL and you put the URL in the link really inexpensive to scrape a 100 reviews per book and grab all that information right the next thing.

I go to outs scraper outc scraper for YouTube comments so I did the same exact thing I found a couple uh popular videos these are both tedex talks on what will happen to Marketing in the age of AI how could AI Empower my business I’m just searching for these videos and I go back to outs scraper and put that information actually allows you to search to scrape Facebook to scrape Twitter to scrape so many different sources all from one place which is really cool now it won’t let you scrape Reddit comments so.

I use a tool called the Reddit scraper or appify or I’m not sure how to say it but I did the same exact thing I found several Reddit posts that had the information that I was looking for just on simply searching Reddit and saying AI for business or how do I use AI for my business like I showed you just a minute ago and I took all of those URLs and put them into the scraper one other big tip existing buyer surveys if you have existing products that you sell and you have clients survey them after the purchase especially if you’re a coach or consultant or service provider make sure to survey them right after they pay you right after the buy right after the close because they are most exciting and I’ll give you.

A tip this is how I do it this is a really big tip by the way you’ll want to write this down what I say is all right as uh thanks for joining my product my service my coaching program thanks for buying thanks for thank you Mr customer I have an onboarding survey that asks you specific questions about your experience your past experiences your future experiences I’d like you to fill it out in detail give me all the information and I ask all the information of why they bought what they’ve bought in the past that worked for them what they bought in the past that didn’t work for them I use all of that information right at the point of purchase after they’ve invested why do I do that because at that point they are.

The most excited and the way I position the survey is when you join the survey do it because we’re going to mold and model our services for you our product around what you say and what you’re looking for in that survey so be as candid as possible and you’ll see some of these responses that we get are super long and so we do that if we did it before they’ give us a blank answer if we did to people who weren’t their customers we get blank answers if we do it to our existing customers we get full data right now.

What do you do with all this research what do you do with all this research that’s where ChatGPT comes in right we have this amazing analysis tool that allows us to really find the information and remember what I said earlier we’re creating an AI employee a direct response marketing researcher a direct response marketing expert and we start asking questions so as a copywriter this is an example of an audience profile now if you were to hire me as a copywriter I’m Not For Hire anymore but when I was a freelance copywriter I would charge anywhere from $ 15,000 to $25,000 for a sales letter package to write an advertising campaign sometimes more depending on what the campaign was the very first thing that I did was research and part of it was asking the questions.

To understand the audience because I learned from Gary Halbert that’s what I need to do to make it super effective I don’t have let say I wanted to shortcut my time I’m not doing this with a client I’m doing it for my own work or I just wanted to get the Head Start I’m going to ask these questions at chat tgbt based off the information that I scraped so if you’re following me here I’m doing all of my market research through information that the audience is already telling me through all the things that are relative and parallel to my products or services in this case AI for business was my example I’m gathering all that information from every single place I can find and now.

I’m taking that information into ChatGPT so let’s open up ChatGPT right let’s go here let’s go to ChatGPT and then I’m going to have a series of prompts I’m going to share these with you guys too my first prompt actually what I’m going to do first is here this is all the information that I scraped just from the examples I show you share with you today I can take that information I can upload that into ChatGPT all right create a message it’s not letting me let’s give me one more second this is live oh you know what because I’m not on my account that’s why I’m not logged in that is why I was like what is going on with ChatGPT today here we go this is the account that I’m logged into the pro.

Version so you do need the pro version of ChatGPT to make this work so I’m gonna go ahead and upload all the data I got my Reddit scrapers I got my YouTube scrapers I got my responses from my surveys and I’m gonna give you this prompt so the prompt that I’m having is this and in fact if you want this I’ll put in the chats here for everybody take the role of a direct response Market researcher so I always when I start a prompt I give it a specific uh Persona right so.

Take the role of a direct response Market researcher your job or specific task is to create an avatar of an audience interested in AI for their business attached and this is uploading so I’m using the upload import method of content attached is the for attached or comments from Reddit YouTube to on the subject please analyze the information provided to create an audience profile pay close attention to what you gather of a demog what you gather of demographics and the audience and psychographics relating to the wants desires and needs of the audience so.

I’m going just go ahead and hit go and that’s exactly what it’s going to do it’s going to take all that analysis of information that I provided it and it’s going to be my direct response researcher it’s going to be able to analyze all the information hundreds and hundreds of reviews hundreds of comments All without me spending the time to look at it now here it’s happening predominantly 25 to 55 the mix of early career professionals mid-career business owners this is from what it’s Gathering From the data provided entrepreneurs managers Consultants PhD candidates professionals and marketing all from what people are saying in those chats right psychographic interests core motivations pain points and it’s going on and on finding that information so.

Now this gives me a general idea now I want to get more specific because Gary howbert taught me to be more more specific it taught me to really understand what’s next so let’s do this it’s actually giving me some some questions here but I want to take it a step further okay here’s my next prompt and I’ll put this in the chat for you as well continuing to act as an a expert AI direct response marketer what questions do I need to ask to create a full profile for this audience focused on sales psychology so.

I’m not even giving it questions I’m asking what questions I should ask and that’s important let’s go and Darby put a question in here question do you find ChatGPT is better for processing this type of analysis than Claud I remember you mentioning use Claude too but I know each has its own strengths in different areas yeah so absolutely so great question Darby one thing I I love using Claude especially for the writing of the work when I’m looking for this information the problem with Claude is I can’t upload as much information as I can in ChatGPT so.

It limits me so when I’m doing my research and I have lots of information my limit on ChatGPT actually have more now what I may do is I might use po.com and so I do have a paid subscription to po.com as well it allows me to upload more into Claude so I might do that too but for this part of the process when I’m really gathering information I’m using both but when I’m actually writing the copy and I I won’t have time for it today but copywriting with Claude is so.

Powerful I just wrote and this I got this today I just wrote a 20page sales letter in maybe 30 minutes time using Claude no there was more time than that I did more research but I used Claude and it has a 28% conversion rate on a sales letter I got that note today using Claude without me touching a single word of that copy really crazy and so part of it was me starting with this process to understand my market and then taking that information putting in my mind the human interaction still has to be there and then moving that in CLA after so.

Check this out now I have all the questions right understanding the core motivations What specifically do you hope to achieve by implementing AI in your business these are the questions I should be asking my audience and here’s the great thing my audience has already spoken I just need to know what to ask so I might say all right so let’s answer these questions right so let’s please I I no longer know how to type either anymore I always use voice voice dictation with everything I do please answer the following questions based off your analysis in the role of direct response marketing researcher and copywriter so.

I just use the built-in Mac voice transcription I also use this little tool that says a side note I don’t know if anybody uses it flow voice I believe it’s called Uh flow voice is really cool and it’s just a little transcription type thing there so I’m gonna type in and put my questions here and so it’s going to give me these answers it’s going to start giving me the answers of what are people looking for what information that they’re trying to to Gather in a product or service and so.

I’m using this to go back and forth on what exactly I’m looking for on a personal level what would success mean feeling empowered and confident using this technology so again I’m using this as my sounding board and I’m taking note of this as I write copy so here’s another question this is one of my favorite questions to ask because I’ll give you a pro tip for writing copy is if you can use the sales if if you use a language that they use in your marketing that the language that your audience is using in your marketing it makes the report stronger because it sounds like them and so.

That’s such an important thing so the third question that I used what was it oh I just put that in there let me give you the answer here we go I’ll put in the chat for you Sherry all right so now I’m going to ask you I’m go a little bit deeper so what specific language is is used consistently to express what the audience likes and desires so what specific language so now as a copywriter I’m looking for what exactly the market is asking for in their own language so.

What’s the likes and desires let’s see what that comes up with and this is fascinating stuff because I might not really know this yet so words like streamline and automate and reduce workload are common work smarter not harder focus on high tasks now like my marketer brain might say some of those words are overused but the Market’s using them not me so they they actually want to hear these things the marketing is dictating that so Michelle says never thought about the language love that idea absolutely it’s one of the most powerful Tools in a marketers a copywriters uh uh toolbox is to understand the language that they’re already using it’s not to introduce language it’s to use a language that they’re speaking so.

That’s a huge piece so they use terms terms like Data Insights and predictive analysis and informed choices phrases like understand Trends and see the bigger picture highlights all right terms like personalized experiences customer satisfaction targeted marketing all right so now I understand some of the languages that they’re using in their reviews and again this is based off the audience that I’m targeting let’s go one step further and this is really important now I have what they like now I want to know what they dislike I want to know what they dislike I think that I have the fourth prompt in there let’s see I’ll put that I’ll put it one more time in there for you Sherry I thought I uploaded it let’s do one more time so.

It’s this one here what is the uh specific language yep I must have missed it specific language is used consistently Express the audience likes and desires now I’m going to ask what specific language is consistently to express the audience dislikes and objections because my job as a copywriter is to answer all of the objections in the copy so I want to especially before they think of it I want to answer all the questions before they think of the objections so I’m gonna go ahead and do the same thing all right so.

Too technical too overwhelming not user friendly let me ask you in this chat does anybody ever feel like AI can be too technical overwhelm and not user friendly say yes in the chat if you’ve ever felt that way at any point in using AI to begin with no Michelle says no okay awesome so what’s interesting about this is many of the prospects and many of the people that we work in our audiences say the exact same thing that there’s too much information and it’s overwhelming Tech heavy difficult to implement complex setup phrases like timec consuming resource intensive continuous management significant upfront work lengthy training that’s what they dislike so.

All of this information I’m getting a report of what exactly my audience is looking for exactly what my audience is looking for now I want to take it a step further and start writing some understanding this Market even more okay so let’s go and I have one more prompt here let’s do this continuing as a direct response copywriter use the audience language patterns as examples please create a Persona and personality to style voice that would most appeal to the particular group in in an expert design a writing style reading level tonality and personality that would resonate and create trust in this audience to be used for the voice for any output create a complete writing style guide so.

What I’m doing now if this makes sense is I’m saying okay AI you have all this information that I fed you about my specific audience I want you to analyze their answers I want you to analyze the Persona that you’ve created I want you to analyze everything about this specific audience I’m writing to now please create a personality for me to take in my copy to use as my guide moving forward does that make sense can you see this being useful is this helpful in understanding sort of your audience and your voice one of the biggest things that I learned as a copywriter as a freelance copywriter for so.

Long is there’s so much power in understanding and creating a voice that matches your audience it’s not your voice it’s the voice that the audience resonates with and now AI can create a style guide so let’s go ahead and do that continue as a direct response copyr I’ll put that chat I’ll put that in the chat as well right so I’ll go ahead and give you that prompt also and we go back here so here’s the writing style crafted toward this so Persona name we got Alex Thompson professional background writing style 9th to 10th grade clear Prof Prof with without excessive jargon or complex sentence structure now.

This is really important especially if you don’t have a background as a copywriter I was reviewing someone’s copy yesterday and they used AI to write it and when I used a tool called Hemingway app and I’ll share that tool with you right now let’s see if I can pull it up Hemingway app one of my favorite tools this tool watches your reading grade level and your readability score you can see it there and so I did this this is actually the sales letter that I I wrote based off of this let me try to clear this out select all clear so.

I did this to some copy that one of my the people in my my my mentoring group review they submitted it to me it was written at a postgraduate level for Facebook ad you really think there’s a lot of postgraduate level people looking at Facebook ads is that the general common denominator between people probably not so I had him use this tool and break it down to get it to where it was a sixth or seventh grade level sometimes eighth grade level so here’s the writing style and again 9th and 10th grade level short paragraphs or digestible paragraphs that focus on Clarity Alex speaks in a way that demonstrates Authority without being intimidating that’s really important they explain Concepts clearly avoiding excessive technical language Alex avoids hype and overpromises empathetic and relatable key language and.

Q tone cues so this is now an entire style guide that you can write or even better have AI use as your writing guide and so Dar Darby mentioned the question do I heavily use Claude versus chbt I sometimes use both I I heavily use claw more than ChatGPT to write copy but now ChatGPT is trained on my voice I did this in this example because I can upload more information again I use po sometimes poe.com sometimes for more data but in this case I’m using ChatGPT now.

I can use chat PT as my writing guide and so this gave me an entire style to write my copy now I have a little bit more time than here I do want to leave some time for questions as well but I want to take it a step further for you is that okay if I take it one step further as well and let me see if I wasn’t going to share this but I’m going to give you guys some extra stuff here is this good so.

Far by the way is this helpful for you guys you want me to keep going for just a little bit while I have some time awesome all right good deal so I have some prompts that I wrote let me see if I can find the folder first that are all about writing sales letters and as I mentioned I I got response back today on a sales letter that we sent to an email list and it’s getting a 28 response 28% response on sales to give you an example I was looking for 5 to 8% if I were to write a letter I would get a 5 to eight% response rate of somebody buying this letter got 28 response 28% conversion rate so.

Far using the process that I showed you just now and what I’m about to share with you in a second all right here we go and I created a series of prompts just using ChatGPT and my own experience to help me write copy and so one of the things I have is something called a questions to ask a copywriting client worksheet and so this is a 100 questions if I were to ask a client to hire who would hire me if that they would need I would need to know the answer to all of these questions right and so.

What I do is I answer these questions just through an audio and I feed that into ChatGPT or Claude and what it does allows me to write copy based off what they’re looking for now what I’m going to do is actually show you exactly how I use this again this is a big 100 question thing would you guys like me to share this with you by the way is there a way to share on uh chat in here I don’t think so what I can do is I’ll email this to you Darby I wasn’t planning on sharing this with you guys I’ll EMA tell you if you it’s just a it’s just a word document and you guys can get it out to says I attach a file oh yeah I can attach a file.

Perfect all right again Word document there’s nothing in it other than just the questions but I’ll send this to you guys now and then what I do is I just go to questions ask copyright client and I’ll give it a prompt like this let’s see all right there it is shared that’s my the question act as a direct response marketing copywriter doing research on a product for AI for business with the audience information provided above and information research already obtained please answer the questions in this document to support writing a products or service for this Market I got a little sloppy at the end of that prompt it was just off off of my mind by the way I’m not sure if you guys uh talked about prompting I’m sure it’s a big topic but.

I always follow the simple formula I give it a Persona I give it a specific task I upload information or import information if I need to I give a format for output so that’s the simple formula that I always follow for for for that and so I’m G I’m gonna do this here so now it’s reading the documents it’s getting the information it’s answering I’m not I’m not GNA have it give me all 100 questions but you can see it’s going off this project and asking itself as a direct response copywriter to answer all these questions and we’re going through again it’s giving me all the information it’s doing all the work from what this say so.

I can go back and let’s say I don’t have a product yet I can use this information to develop product if I did have a product what I would do I mentioned earlier I would just record myself answering as many questions as I can and upload that information in your own voice I’ll give you actually one more shortcut if you do have a product is that based on the information you scrip as’s asking or sorry about that yeah so I’m asking it based off the information uh above in the same thread this is all one thread of chat TBT I’m asking it in the same thread use the information obtained earlier in my research to answer these hundred questions it’s G to stop here in a second actually I’ll stop it now.

But you guys get the point of now it’s doing all the research to ask these questions again if you were to hire me as a direct response copywriter I’m not available for fire anymore but if you did I would charge you a large amount just for the research phase of this to answer this 100 question profile and so that’s part of it now I’m going to take it another step further let’s see I’m gonna give you guys I actually have a product on this I’m just gonna give you guys the prompts because I like you guys you guys are awesome right so.

I’m G give you guys this is all inside of what I normally teach on this subject this is going to be a file that is my full sales letter template and so I’m uploading that into the chat again so this full sales letter template is what I is a prompt that I created or an uploadable piece based off a full sales letter of the models that I do so I I modeled guys like Gary Ben senga and Clayton m piece who are my favorite copywriters Gary Halbert and I broke down their sales letters and said all right what are the key components of a sales letter and so.

These are the basics of a sales letter and the rules for writing copy The Voice the language the personality ality based off what I need so what I’ll do is I will upload this document and give it another prompt please analyze the full sales letter template and act as a direct response copywriter use this template as a model to write a sales letter based off a product for AI for business please start with the headline actually I’ll correct myself start with the outline to confirm what we’re looking for and we’ll move section by section ask questions along the way that need to be answered to complete the project and so.

That’s exactly what it’s going to do and so first it’s going to give me the outline I I’ll give you guys this prompt give you this prompt first and say section by section outline for my Sal letter now I didn’t give it information for a product I should have so if you have a product you can do this and now it’s outlining each section of the sales letter based off the sales Letter Full sales letter prompt that I uploaded into the chat for you guys and so.

It’s going on and on based off that information now I’ll stop it there it has the information I’ll do one more example here this is good thank you now with the information provided please write the compelling headline and opening paragraph and so there it goes creates compelling paragraph opening head opening paragraph compelling headline and I can just go on and on down the line of my sales letter to create this information pretty cool stuff right let’s see I have a few more minutes I want to so.

Let’s say let’s move back a couple steps let’s say you don’t have a product but you have this research you don’t have a product you want to create a product in this market but you have this research okay let’s ask AI based off the research it already has to go and do some research for me please act as a direct response marketer creating a new product for AI for business using the information above from the reviews on Amazon Reddit customer surveys and YouTube videos and all the data obtained in the research phase above please give me ideas on a product or service that would be useful in this market again I’m just looking for ideas now.

This is coming from the reviews gathered AI workflow automation platform it’s giving me key ideas based off what people are looking for AI insights hub for in small business AI powered customer service assistant I like that one I’m G to stop that one right there all right so let’s go here and again I’m just having fun with AI now to help me build this product based off all the research I’ve done I like this idea please use this idea and help me build out an offer that I can make to an audience around this please explain what goes into the creating the product or service what price points would be valid valid and any other details or questions I should be asking in order for making this product a reality I’ll put that in the.

Chats for you guys as well now I’m just freestyling here all these prompts but now it’s G to give me it’s going to build out what my product is like I had no product idea I the research all I had was the idea of a topic it’s going to start helping me create key features personalization engine what people are looking for this is really powerful information the pricing structure I’m building a business now based off the information that already exists in the market um really cool stuff awesome Darby have about 10 minutes left on time here do we want to open up for some questions this is so.

Good um yeah let’s open it up for some questions and yeah let us know if you guys have any questions or otherwise we got about 10 minutes before we transition at a gamma I do see one hand raise uh mumas if you want to come off mute yes thank you so much thank you Francis this was invaluable to me I really appreciate it I’m in the process as a real estate agent to make some gpts for my clients and I’ve made a couple but if I’m going to take what you’ve provided and make a sales copy for this would I have to be very specific about the real estate agents only and say make a sales copy for XYZ or how would you go about doing that that’s a really great question and so.

If I were to do that because I’ve played around with gpts for this process and I’ve not used them and the reason why I’ve tried to do Bots and I’ve tried to do all these other things I’ve tried to create my own software that does this the reason why I haven’t really zeroed in that that in is because for when I write copy I get very specific on the audience so even the realtor that or agent that you’re working with unless you want to citize it and make it a generality I want to understand that person’s uh that person’s personality so.

For you what I might do is interview them using using just an audio recorder to transcribe that information and then what I would do is ask the AI to analyze this recording this transcripts identify the personality the tonality the comprehension level the any common phrases this person uses and use that in my copy to make it sound like them and so that that’s not necessarily scalable as one thing because you can do that as a generality using a GPT for sure but when I write copy I really like to zero in on the voice and the project specifically that makes it stand out you yes so.

Yes to answer your question you can do it as a GPT do this process if it was more of a general thing so you would upload into the the knowledge base there the processes that we just talked about work through that each step of identifying these things but it just wouldn’t be as personalized but actually I guess what you could do is leave it so you upload the transcript when you Rel every time you use it to understand that person’s voice so hopefully that wasn’t too unclear my head that’s very clear because I’m making some stable gpts okay.

So first I asked them to talk about their business then I asked them to talk about their personal voice tone everything and so I have a set of questions for them that they will answer and then the GPT analyzes it okay then if we do this sales letter GPT then everything gets mixed up in one GPT that would be doable would it everything gets mixed up in one GPT because it’s it’s personalized according to the agent the real estate agent so they would tell me about their business say example they in the new new construction business and then they this is the tone of voice and everything is analyzed and then they get the questions for the sales letter and then they can use that GPT to come up with their own content would is.

That idea crazy or it’s doable no I think that’s doable I think you can do that okay I think can do that for sure great question thank you thank you so much you just confed everything that I’ve been working on so I appreciate that I love it thank you okay awesome any more questions guys sh says we break our gpts down by niches such as first-time buyers Baby Boomers and so on yep absolutely yes very cool what camera are you using what camera I am using the Sony easy V10 with a 16 a sigma 16 lens and I have an Elgato prompter that’s why I’m looking right at the camera as well Elgato prompter right in front of me on top of that very cool Darby this was awesome I had a lot of fun.

You got a great group here and just to give you some so ideas and inspiration I’ve been using AI now to replace my ability to write and I use the processes to teach my non- copyrighting team to write copy and so actually we we teach our virtual assistants in the Philippines who have some copyrighting experience to leverage this as well and we’re getting really good copy from even our virtual assistant team because they follow the same exact process and so starts with research we do have a number of prompts I shared a couple with you on writing those processes but just the idea of gathering information scraping that information using that following the prompt processes of the sales letter and the the tonality and voice that’s the biggest thing creating the style guide of tonality.

And voice is huge Assad says do you always find the info that you want to want when scraping for the most part yeah because I’m always using if it’s a general enough topic I’m going to Amazon I’m finding that information on Amazon I’m finding YouTube all that information’s out there and so if I’m scraping it I’m finding that I’m definitely doing that I’ll give you another shortcut is if I already have a sales presentation let’s say you’re on this call and you have a webinar or a sales presentation that you deliver one-on-one record it transcribe it upload that and have chat ChatGPT or Claude I’d actually say Claude analyze that transcript and then say from this do the process that I just showed you so.

From this answer all the questions in the 100 question profile analyze voice tonality personality and style and use that information to build your sequence so the sales letter that I I mentioned that I wrote that had a 28% conversion right that was a sales letter based off a webinar so there was already a pre-existing webinar I just took the sales letter I took the webinar transcript uploaded that it’s a different product by the way but similar speaker I said analyze the tone analyze the product and then ask me questions based off a take the role of a direct response copywriter ask me questions relevant to make the message that you need in order to make this the letter that you’re looking for and so.

I had the a I be the copywriter for me was it somebody else’s webinar or your webinar it was for a project I’m involved in so it was mine now you could take someone else’s webinar and identify I’ve done this before too so I take someone else’s webinar and I actually take a number of webinars that are high performing that I know and I say please analyze this and dissect them and please identify the highest converting points of this webinar in terms of sales psychology in terms of formatting in terms of objection handling and create a guideline for my webinar and then I would take my information and say okay.

Using this create an outline for me and that’s what I that’s what I would do in that process you very much absolutely so much Francis we’re about here on time so I want everyone such a good session a lot of great takeaways we’ll be taking these prompts putting them inside of the directory so you guys can access them after the fact as well as that document that you shared absolutely amazing says Michelle I think others can Echo that sentiment so thank you so much Francis this has been eye openening and just fun to watch you how you interact and work with these tools so.

Awesome I love it thank you gby thank you everybody until next time thank you so much Francis.