🤖🚀 My 5-Point Plan to Capitalise on the Generic AI Drivel Pandemic

Read time: 4 mins…

Welcome back folks 🫡

This week’s Hyper Growth Blueprint covers:

• 🏏 Why I spent 2 days in Leicester w/ 2 England Cricketers

• 🏆 The 3 things you need to be unstoppable in business

• 😈 My 5-Point Plan to Capitalise on the Generic AI Drivel Pandemic

• 🤖 Mega-Prompt of the Week: The 5-Point Anti-AI Copywriting Prompt

Let’s go… 👇

I spent a couple of days last week up near Leicester.

I was there for the grand reopening of one of our clients pubs.

This particular pub company is owned by two former England cricket players.

The pub world is relatively old school with fairly limited innovations…

…but these guys are focusing on disrupting the landscape by building three things:

• A genuinely world-class product

• An elite team of customer-centric A-players

• A digital growth engine to acquire new customers

If you have these three things in business, then you are pretty much unstoppable.

A few weeks ago now I wrote about a growing need for authentic & self-aware marketing campaigns.

Driven by the adoption of AI and the tidal wave of “write me a facebook about…” generically prompted drivel that has spewed over everyone’s feeds.

Well, it’s about to get a lot worse…

Facebook now has in-built AI that will rewrite your ad copy & suggest new variations for you to test…👇

My thoughts on this are…

🙂 It’s great for small advertisers - removing friction & making it easier to test

👎 Based on what I’ve seen… it’s pretty average and generic copy.

(We will test it - as the proof is in the data, not my assumptions - but my expectations are low)

I see this adding another colossal wave of cr*ppy ads to the platform in the short-term…

…which is where the opportunity lies for you and me, dear reader.

I see this exacerbating my theory around genuinely authentic & human ads.

So I am planting my flag on the side of humanity.

But of course, I’m going to get AI to help 😉.

Here’s my plan of action… 👇

My 5-Point Plan to Capitalise on the Generic AI Drivel Pandemic

After spending over £19m on ads…

…and creating thousands of losers…

…and hundreds of winners…

…I can identify FIVE characteristics that nearly all the winners shared:

So my plan is quite simple… to make sure that everything we produce

1. Is real.

2. Is clear.

3. Is funny.

4. Is interesting.

5. Is on their side.

Let me explain why…

(This week’s mega-prompt will then help you create & rewrite ads to incorporate all 5 of these 👍)

#1 Be Real 😇

You have probably seen more ads on your mobile phone last week…

…than your great grandparents saw in their entire life.

The implications of this?

We are all growing increasingly numb to ads.

Especially ones filled with hyper-sensationalised sales puff.

Being real means being honest and authentic about what you do.

Hard truth: If you have you massively exaggerate what you do in order to get attention…

…then it’s probably not marketing that’s your problem… it’s your product.

#2 Be Clear 📢

My goal with marketing is not to be clever, but to be clear.

You cannot persuade, without being understood.

I try to achieve this by:

• Removing filler words

• Using simple language

• Keeping sentences short

• Ensuring every word has a purpose

My three favourite frames for checking this are…

1. Could a 10 year old read and understand this?

2. Could my Grandma understand this?

3. Could I understand this after 6 strong drinks?

#3 Be Funny 🤣

This is a harder one to implement.

But it’s incredibly powerful when you get it right because of the positive emotional response it creates.

Surreal are a great example of this.

Their billboard ads have repeatedly gone viral because they have absolutely nailed the humour.

When it comes to humour… keep it simple and know your audience.

#4 Be Interesting 🤣

You can't always be funny…

…but you can and should always be interesting.

No matter what industry you are in - there are always ways to make what you do interesting.

On the surface being ‘interesting’ may seem completely subjective…

…but it’s not!

Like most things there is a formula.

To be interesting, what you are saying must have at least one of these…👇

• Utility

• Novelty

• Conflict

• Mystery

• Relevance

• Complexity

• Unexpectedness

• Emotional Connection

#5 Be on their side 🤝

FACT: you cannot change someones behaviour.

You cannot make someone buy something they do not want.

They have to CHOOSE to opt in.

Once you truly internalise this, it shifts the purpose of your ads from trying to convince people to buy your stuff…

…to giving them all the information they need to make an informed decision.

I always avoid hard selling & being pushy.

And instead try to be on the prospects side.

Speaking their language.

Showing I understand them.

And then presenting a possible solution that may, or may not, be the right one for them.

Consider these 5 things your silver bullets for navigating the AI landscape we now live in.

That’s all for this week - I hope you found it useful.

Take it easy,

Elliott ✌🏼

P.S. Are we connected on LinkedIn? I post something everyday… find me here.

P.P.S. Due to demand I'm having to temporarily pause the Hyper Growth Blueprint subscriber calls.

Thanks to those who I’ve spoken with - I’m blown away by the calibre of some of the readers! I aim to bring these back soon.

Mega-Prompt of the Week 🤖

The 5-Point Anti-AI Copywriting Prompt

This prompt utilises the 5 elements above to either create or rewrite an ad copy for you.

This is how we can use AI on a deeper level to triumph over those using it superficially.

For best results, feed the AI rich context on your ICP and tone of voice before using this prompt.

Godspeed 💪

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