The Psychology Behind Buyer Conversions Explained

Full video transcript

Trained on the same frameworks that I used to generate over $200 million for clients. It’s taken me so long to do this stuff manually. How do I take the stuff that I already know works and put that into bots?

Everyone, welcome Mario Castellian to the Scale with AI Summit. Mario, the stage is yours.

All right, cool. Let me just share my screen and I’ll tell you guys what we’re about to do. So I figured I wasn’t even going to put together a formal presentation today because what I want to show you guys is a lot more practical and tactical, and I want to show you guys things that can actually make you a lot of money if you actually use it. So what I’m going to show you guys is how we’re currently using AI bots to crank out winning sales copy 10 to 50 times faster than most professional copywriters. And I feel confident actually making that claim because I’ve been a professional copywriter for the last 13 years now. I’ve personally generated over $200 million for clients. I helped generate that kind of money with copy that I’ve personally written. And over the last several years, not only did I write a lot of winning copy that scaled on cold traffic, sometimes up to $100,000 a day in revenue, but I’ve also hired a lot of copywriters and worked with a lot of copywriters. And I know the kind of copy that most people are putting out there. And I got to tell you guys, AI bots when trained correctly are going to put out the kind of output that is better than 90% of professional copywriters that you can hire. And it does it without a lot of the downsides of those copywriters, meaning getting sick, missing deadlines, having a bunch of excuses as to why their stuff isn’t coming on time when it was promised.

The big advantage is that you aren’t ever at the mercy of a copywriter where they’re sitting and waiting for creative inspiration to strike, because a lot of times you need business now. You need copy now for your businesses or for clients that you want to work with, and you don’t really have the mercy of them going through good days or bad days. So by using AI bots, we were able to eliminate a lot of the human element, meaning the downsides of working with humans, while also preserving the upside of working with humans. Because I know you guys might have seen copy before that was written with AI that you can literally tell right away is written with AI. It’s robotic. It doesn’t really have soul. It doesn’t really capture a brand voice like you would with stuff that you personally are writing. And you can just tell it’s AI. It’s not really believable. Your prospects and customers probably aren’t going to want to buy from it. And this is really different. Instead of asking you to believe me as to why this is different, I’m going to show you why this is different.

But first, just so I make this super interactive by showing you how we use these bots to write copy, let me just show you what some people are saying about these bots — because paying attention over the next, what do we have, 45 minutes today, is actually going to be worth your time. So I just grabbed a bunch of random reactions from members who use our bots. This isn’t an all-inclusive list. We have a lot more. I wasn’t cherry-picking the best ones. I just grabbed some that were available to me.

So some people were telling me how their bots are making their lives so much easier and they’re making more money, and the ad costs are going down, landing page conversions are going up. One guy used a bot to crank out a full Google Doc sales letter for a promotion. I literally shared the process on a Monday call and by Tuesday he already had a Google Doc sales letter live and going out to his audience. And this is not a professional copywriter, by the way. So this probably normally would have taken him about a month to put together, but he was able to put that together in about 40 minutes with the bot.

One guy sells organic plant fertilizer and he spent the last two years trying to beat his control. He hired a bunch of copywriters, tested a whole bunch of different frameworks and strategies to try to beat his mediocre sales page, and for some reason it was never able to beat it. He used one of the VSL bots that I put together to crank out an 18-minute-long VSL. He started running it on cold traffic and it beat his control that he was struggling to beat by a full 20%. So this became his new control and it took him again like maybe an hour to put together by using the bot.

We have other people using the bots — some of the bots I’ll show you today — to get low-ticket offers converting to 10% on cold traffic. We have professional copywriters, high-level copywriters, shortcutting their process by 90% by using some of our auto brief bots, which basically gathers all the resources that you would normally use manually to write compelling copy. We have people who are using our bots to write ads for clients and they’re killing it. Our promotion bot, which I’ll share with you guys — it’s an email promo bot where you can literally just drop in a link to a sales page, record a quick 15 to 30 second voice note, and it will write a full-blown email promotion for you. You can even outline how long you want that promotion to be, 4 days, 7 days. You can pick the reason for a discount or whatever kind of reason you want to use to run the promotion. Maybe it’s a holiday sale or something like that.

So, another expert that I like to incorporate are Disney theme park experience coordinators, because if we’re asking people to watch some of our marketing materials — long VSLs or read our sales letters — we want to create an engaging experience that they feel happy to take part in.

I work in method actors because that’s a really good job of replicating our prospect’s thoughts and actions. Instead of trying to think like the prospect, which gives you one certain level of results, you get way higher results if you get your AI experts to actually attempt to embody the actual prospect. And then of course we’ll do more obvious ones like criminal behavior profilers who can help understand people’s deepest motivations and their real deep psychological stuff. And then clinical psychotherapist, because a lot of times when we’re doing copy and marketing in general, we’re trying to shift beliefs and instill healthier habits that people would need in order to buy from us. And we need to understand the framework that people are actually operating from in order to influence their actions.

So if you take one thing away from this training besides even seeing our bots, it’s that you really want to tap into the power of leveraging specific experts in all of your prompts, because that’s going to help you get way better results. And you want to identify people who have the training and experience to excel in those tasks, or you could just use the bots, which I’ll show you the shortcut to.

This bot, all I have to do is drop in two simple sentences. I have to drop in one sentence about my market and one sentence about my product. Or I could just drop in a link to a sales page. And what makes this bot work really well is that I’m not just asking one person’s opinion of what the market looks like. I actually crafted an elite intelligence unit who analyzes your market from seven different lenses. So that’s a pro tip, by the way. If you guys aren’t summoning specific experts to help out with your prompts or your bots or any of your AI agents that you guys are building, you’re missing out big time, because that’s basically one of the biggest possible secrets to getting world-class results.

And depending on the bots, I’ll draw inspiration from places you’ll never guess. For example, built into some of the bots that I’m going to demo today, I don’t just have copywriters and marketing analysts and all the people that you would normally expect. I also have things like Hollywood intimacy coordinators. Can anybody guess as to why I would incorporate that into the bots? I’ll be shocked if any of you get it. Empathy is actually a really good guess, and you’re pretty much very close to the answer. The thing is, I want permission — like, we know good copy is going to have to identify your prospect’s deepest pain points. And if you want to talk about those pain points, you want to do it in a way that you aren’t going to scare your prospects off. We’re going to get into some really deep stuff, like the core wound, really powerful emotional drivers, and we want to make sure that whenever we approach those kinds of sensitive subjects, we do that with grace and permission. So by leveraging the skills of a Hollywood intimacy coordinator — their job is basically to help people navigate sensitive situations with grace so they don’t feel shameful about themselves, so it allows them to truly open up, usually on a movie set where they’re going to be vulnerable in front of millions of people who see their movies. So if you tap into some of that in the copy that you build, it not only makes the research and stuff that you get way more effective, but it also gives the other experts within the AI permission to go further. A lot of times you guys probably try to write copy with AI and it gives you pushback on ethics and morals, like it doesn’t feel comfortable doing that. There are ways to massage that — not because we’re going to do anything unethical, but you don’t want your writing team to pull back and feel neutered. You want them to be able to hit the deepest emotions possible to drive their results. By having that Hollywood intimacy coordinator in there, it allows a lot of the other clinical experts permission to push harder, because they all understand this expert will make sure we don’t go too far off track.

So is there anybody here who is currently working on an offer or has an active sales page that you send traffic to? If not, that’s fine.

Here is a buyer profile representing a prospect, a member of my market. Give me rhetorical hooks that you think would be good angles for ads and emails. And what I’m going to do is literally just attach this txt file and load it into the bot. And it will give me a bunch of potential angles for writing to my market. Why do most corporate workers with 15 years of experience feel less qualified to start a business than a 22-year-old fresh graduate? And it tells you the reasoning — this tackles the frustration about seeing younger entrepreneurs succeed while feeling stuck. It creates an information gap about what’s really holding him back. Then there’s blind curiosity stuff, the reverse psychology method that helps corporate professionals start profitable side businesses without triggering their risk-aversion paralysis, or the elephant-in-the-room pattern interrupt: the real reason corporate professionals keep postponing their business dreams — hint, it’s not about the money. So it’s high-curiosity ad angles that you can use to write really good ads. Remember when you actually believed you’d own your own business by 30? Here’s why that version of you wasn’t wrong. So you can see it gives different ways to enter hooks — or a former Fortune 500 executive reveals why playing it safe in corporate America is actually the riskiest decision in 2024.

So the txt file was basically the build-a-buyer document I wrote for this side-hustle audience, plus their search terms. Basically, if you want to run the build-a-buyer, you would run the general one and then whatever one you pick from the advanced menu — the 3 a.m. journal entry, the incognito tab, any of those ten — you would also save that in your txt file so that when you go into the writing box it’s quickly trained on a lot of your audience’s thoughts. So here you can see the rhetorical hooks you would use for ads: “While your stable corporate job is more dangerous than starting a business in 2025.”

Now you can run two people and start generating sales without obsessing over your copy or wasting weeks trying to get stuff designed and building out the tech for it. Why not validate your idea first in the most direct possible path to sell it? And then if you see that this is a smash-hit offer that people actually want, you can go back and make it prettier. But you don’t really have to, because you can generate money and real sales and real clients by doing it in the bare-bones way — because even though these Google Docs are simple, they’re trained on a lot of really good advanced psychological principles that make these direct offers work. Like I said, we had somebody use it — I taught it on a Monday, shared the bot on a Monday, and by Tuesday he was actively running the offer and generating sales for people who wanted to work with him.

So that’s just some of the AI bots I have. We have 40 of them inside our program. We have bots for building buyer profiles, generating rhetorical frames for hooks, writing visual ads with the infinite ads bot, click-driver emails, promo bot stuff, headlines, the personality-driven bots — the “Mario” bot and the “Maria” bot, which are good default ones that help you write emails or social media posts or sales pages the way I would write it. The voice-mod bot that allows you to customize for your audience. The VSL bot if you want to write a VSL that’s pretty good, and then you could run through the micro-lead bot that gives you alternate openings.

There’s no reason if you have a deep understanding of who your market is and what you think they probably want that you can’t go from basic idea to actually generating sales in the same day, from audiences you already have — a Facebook profile or an email list. You have potential clients and people who want to pay you money right now in your circles. They’re just waiting for you to send them the right offer and communicate to them. And with these tools, you can communicate that a lot faster.

Thank you so much, Mario.

Cool, man. Question about creating a subscription account: the AI bot again didn’t get prompted for that. Some of the bots you probably don’t need a subscription for, but our advanced models, the ones built on the most complex prompts, require a subscription — it’s not my choice, if it was up to me it wouldn’t require one, but the advanced models do. It’s normally $5,000 a year, moving up to $10,000, but for Darby’s people you get a discount. And we’re actively building bots that we release about every two weeks, so if you sign up, you don’t just get all our current bots, you get the bots we build over the course of the year — that’s included. We’re constantly trying to push the needle forward.

But yeah, it was really good to be able to show that with you guys. Thanks for having me. Really good event that you put together, too. Thanks for coming on.

Cool, my pleasure. Take care. See you.