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Stop what you're doing because something massive is happening that will impact your business and your life like nothing else.
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There is a huge opportunity unfolding and I need to tell you about it.
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ChatGPT is experimenting with ads in their free subscription tier.
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I'm old enough to remember when Google launched their ad platform and for about two years you could win clients for pennies.
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And then I remember when Facebook did the same thing.
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Facebook had so many eyeballs and no advertisers.
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and for about two years,
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you could pick up unlimited amounts of clients
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for a fraction of the cost of what it costs on Google
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or any other advertising platform.
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There's a reason that this opportunity
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is bigger than Facebook and Google combined,
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because ChatGPT has three things baked into the platform.
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Unbelievable amounts of data
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that Google and Facebook just wish they had.
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It also has memory and it has intelligence.
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So let me give you some examples.
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It might know that you've been struggling
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with a business challenge for the last seven and a half months
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and now you need a business coach to get through it.
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It might know that you had a newborn baby three years ago
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and now you need a kid's birthday party.
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It might know that you're thinking about launching a podcast
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and here's a list of all the products and services
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that go alongside that launch.
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It also knows exactly how to talk to you
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in your tone of voice, in your way of thinking
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about how to influence you towards the right decision.
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All of that means this could be better
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than any advertising platform that has ever come before.
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So step one, let's talk about your marketing budget.
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I do not want you to have a fixed marketing budget
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while this thing's scaling up.
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A fixed marketing budget is where you say
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our business can spend $50,000 on marketing for the year,
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and we're just gonna break that into different chunks.
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Better than a fixed marketing budget
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is called an allowable cost per lead
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or an allowable cost per sale.
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This is where you calculate at an individual sale level,
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how much can you spend generating leads or generating sales?
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So let's say that a typical sale is $2,500
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and you're more than comfortable spending $400
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on advertising and sales commission.
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Now you know that you can spend $400 per sale,
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it doesn't matter how many sales.
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You can just simply scale up and so long as you're winning customers for less than the allowable cost per lead and less than the allowable cost per sale, you can keep scaling all the way to the moon.
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So the first thing I want you to do is get really clear what are you willing to spend to win a customer.
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And now your marketing budget is an infinite marketing budget so long as you stay below those numbers.
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And I promise you, you are going to stay below those numbers.
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You're going to win customers for a fraction of your allowable cost per sale.
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So now I want to cover a fundamental in advertising that has not changed in the last 25 years plus And this fundamental is how to structure your ads The first thing you need is a hook
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then you need a value proposition,
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then you need credibility,
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and then you need a call to action.
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Hook, value proposition, credibility, call to action.
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Those are the four fundamentals that make every ad work.
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This worked for me 25 years ago,
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it worked for me 25 minutes ago.
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So a hook is one sentence
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that captures people's attention.
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Any hook that relates to the pain people are experiencing,
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the prize that people want,
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or the process that someone should follow
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in order to get the prize is a evergreen hook.
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So for example, for a fitness trainer,
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are you frustrated that you're not losing weight
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despite going to the gym three times a week?
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Powerful hook.
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Would you like to get into the best shape of your life
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even though you're busier at work than ever before?
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Really powerful hook.
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Pain, prize, or process,
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those hooks are almost evergreen.
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So a value proposition is telling people
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what they will get if they continue to engage with it.
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So you might say, we help business owners
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to scale their business by hiring sales teams.
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We're really good at recruiting,
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training and managing salespeople.
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That's a value proposition.
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You might say, we get businesses to launch a podcast.
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We can do the research, we can do the scripting,
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we can do the booking of guests.
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That's a value proposition.
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Credibility.
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So credibility could be your numbers,
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how long you've been in business,
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how many clients you've worked with,
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the cumulative value of the work that you've done,
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right, any of that is credibility.
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It could also be awards that you've won, qualifications that you hold, or independent certifications.
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If you're just starting out, you can quote academic research that relates to what you do.
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You could have expert testimonials or quotes, or you could have third-party references where people recommend you.
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Now, those three things, the hook, the value proposition, and the credibility,
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these are incredibly important no matter how you're advertising.
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You'll see that this formula is the same formula that made Google ads work, Facebook ads work,
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and even newspaper ads work two decades ago.
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because ultimately people will not engage
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with a new business or a new person
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unless you capture their attention,
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show them some value
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and tell them why they should listen to you.
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The third and most important step is the call to action.
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The call to action is asking people
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to do something different to what they're currently doing.
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They're currently sitting in an amazing, powerful platform,
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ChatGPT, they already trust that platform.
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Why are they gonna shift their attention
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from ChatGPT to whatever you've got?
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It has to be a level up, it has to be a progression.
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So here some of the calls to action I gonna be using I gonna be calling out the fact that it now time to talk to a human I going to be saying things like it looks like you got a business challenge The difference between us and ChatGPT is that we lived through that experience
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and we can talk you through it human to human.
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So I'm going to be encouraging people, it's now time to talk to a human.
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So I'm going to be telling people as a call to action,
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you've got a ChatGPT response, now it's time to talk to a human.
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Now the next call to action that I think could be an elevation is called a custom GPT.
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A custom GPT is where I let people know that we've used AI in a customized way to solve this particular problem.
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So for example, I've got a business called BookMagic.ai.
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I'm going to encourage people in my CTA to go to BookMagic.ai because it's a special AI system for writing books.
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It looks like you want to write a book.
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We've created a custom AI experience around planning, preparing, and publishing your book.
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Come across to BookMagic.ai.
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So I'm telling people that this is a custom GPT.
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It's a custom AI.
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It's not just the generic one that ChatGPT has.
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it's going to be something custom just for this particular use case. So the third CTA that I'm
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thinking about is called social commerce. It's the in-app purchasing that all the other platforms
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have had huge success with. See, all the platforms, they don't want you to leave. They don't want you
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to leave TikTok or Instagram. And they've been able to build buttons in where you just simply
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buy something in the platform without leaving. And that is the preferred option that Sam Altman
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will have. He will not want you to leave ChatGPT. He'll want you to just click a button and purchase
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something. It gives him the opportunity to take a cut of that purchase as well. So think about
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buying a ticket to an event, buying a product or service, buying a first consultation, whatever
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people can just click and buy. That's going to be a powerful thing that ChatGPT is going to want
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people to do. Now it's really important that you start thinking about what are going to be your
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calls to action and you start doing some testing now. I want to encourage you to do a couple of
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things. Go to scoreapp.com and have a look at all of the different ways that you can engage people
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and see if you can play around with some of these CTAs.
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We've got assessments, we've got waiting lists,
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we've got mini courses, we've got webinar booking pages.
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All of those templates are ready to go.
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Start playing with the setup of that now
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so that you've got multiple CTAs ready to go.
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The other thing that I really want you to think about
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is the power of your personal brand.
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ChatGPT is incredibly powerful, but it's not a human.
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It has no lived experiences.
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Your experiences are valuable.
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Your history, your background,
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that's what differentiates you.
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You need to explore your stories.
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You need to explore what makes you unique
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because your personal brand is a differentiator.
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People don really care about business brands anymore Social media was never built to amplify business brands Social media was built to amplify personal brands The more you create personal branded content on social media the more ChatTubt will happily
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send people to it and notify people about it.
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One of the last remaining modes that sets you apart
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and gives you differentiation in the marketplace
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that we're going into is your personal brand.
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Position yourself as a key person of influence
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in your industry, be a thought leader, be an influencer,
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get that personal brand up because the window
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for that opportunity is gonna close.
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Now I have tested over and over and again,
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personal brand ads massively outperform business brand ads.
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If you say the exact same thing
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as a person who represents a business,
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you will massively outperform any ad
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that is just a faceless business.
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You may not love being a personal brand,
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but it's a powerful asset
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and one of your competitors is gonna use this.
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And I promise you, they're gonna win.
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So do not disadvantage yourself,
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use your personal brand as an asset
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in your advertising platforms.
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So the three big things that you need to have is get clear about how much you can spend as an allowable cost per sale or an allowable cost per lead.
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Get really clear about how you're going to hook people's attention, give them a value proposition, show them that you're credible.
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And then finally, have multiple calls to action so that you can test which is most effective.
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The size of this opportunity is massive.
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Every single week, 800 million people are going on to ChatGPT and asking questions and sharing a bit about themselves.
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95% of those people are currently on the free subscription.
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That's 760 million people per week.
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It's 2.5 billion messages a day
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that you're gonna have the opportunity to advertise on.
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80% of those 2.5 billion conversations
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are about education advice,
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doing research or drafting communications.
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All of that gives unbelievably rich data
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as to what that person is trying to get done.
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These are gonna be the red hot leads
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that your business couldn't even dream of.
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I am so passionate about seeing your business succeed.
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That's what I want. That's why I make these YouTube videos. This opportunity is something that I do not want you to pass up. I want you to be there when the firing gun goes off and we can run this race together. In the next one to two years, we could change the direction of your entire future. I hope you've enjoyed this video. I hope you feel the urgency in my voice. Give this video a like and a subscribe because we're going to explore this topic more and more over the months and years ahead. And I don't want you to miss any of that. I want your business to succeed. I hope you're doing really, really well and I'll see you soon.
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Now, if you enjoyed this video, check out this video on how to build a personal brand in the age of AI.