WEBVTT 00:00.570 --> 00:02.700 -: Alright. This is a special one for you guys. 00:02.700 --> 00:05.118 So this is a little bit of my secret sauce. 00:05.118 --> 00:08.220 (chuckles) It's how I write social posts, using ai, 00:08.220 --> 00:09.840 but also using mimetics, 00:09.840 --> 00:12.330 which is the topic of my book 00:12.330 --> 00:13.350 that I wrote last year. 00:13.350 --> 00:15.270 So, just gonna show you, 00:15.270 --> 00:18.900 this is the blog post where I define it. 00:18.900 --> 00:20.460 Put this out quite recently. 00:20.460 --> 00:22.440 And it might be worth you reading this 00:22.440 --> 00:24.240 just for some background context, 00:24.240 --> 00:25.440 especially if you're interested 00:25.440 --> 00:28.860 in the topic of how information spreads, 00:28.860 --> 00:31.350 and you know, things go viral. 00:31.350 --> 00:33.120 But the general idea is, 00:33.120 --> 00:36.120 rather than just asking ChatGPT 00:36.120 --> 00:38.640 to write a LinkedIn post or whatever, 00:38.640 --> 00:39.860 it does a pretty bad job of it. 00:39.860 --> 00:42.300 It uses these emojis, it's not great. 00:42.300 --> 00:44.340 There's not that much interest, I think, 00:44.340 --> 00:46.230 in this type of content, it doesn't perform. 00:46.230 --> 00:49.620 I've also tried a few popular prompts from other tools. 00:49.620 --> 00:51.900 Doesn't seem to do anything very well. 00:51.900 --> 00:54.870 My prompt, which you can get at the very end, 00:54.870 --> 00:57.870 once I've built it all up, it works like this. 00:57.870 --> 01:00.691 I've adapted this framework from Douglas Hofsteder, 01:00.691 --> 01:03.870 who talked about self-replicating sentences. 01:03.870 --> 01:05.460 Pretty crazy post. 01:05.460 --> 01:08.580 But the general idea is, for information to spread, 01:08.580 --> 01:11.130 you're gonna have to have a few different 01:11.130 --> 01:12.810 components that work together. 01:12.810 --> 01:14.760 First of all is the bait. 01:14.760 --> 01:15.990 It needs to grab attention. 01:15.990 --> 01:17.460 If you have something, 01:17.460 --> 01:19.260 you have the best and most amazing 01:19.260 --> 01:21.540 food in the world in a restaurant, 01:21.540 --> 01:23.880 there's no sign outside to say it's a restaurant. 01:23.880 --> 01:24.713 Nobody's gonna know. 01:24.713 --> 01:26.850 You know, if it is not nice looking pictures 01:26.850 --> 01:27.810 or whatever outside, 01:27.810 --> 01:31.110 nobody's gonna know that they could go in and eat that food. 01:31.110 --> 01:34.110 But once they walk through the door, they make a decision. 01:34.110 --> 01:36.210 I don't know if you've walked into a restaurant 01:36.210 --> 01:38.190 and thought, "Ah, this place looks terrible. 01:38.190 --> 01:39.750 I'm not gonna stay here. (laughs) 01:39.750 --> 01:40.710 It doesn't look like me." 01:40.710 --> 01:41.797 You walk in and it's like, 01:41.797 --> 01:44.640 "Ah, no. Like there's rats on the floor or whatever." 01:44.640 --> 01:45.473 But if you walk in, you're like, 01:45.473 --> 01:46.440 "Ah, this looks great. 01:46.440 --> 01:48.600 Actually, it's even better than outside." 01:48.600 --> 01:50.760 Then you've been successfully hooked. 01:50.760 --> 01:52.380 And a lot of people call it hooks, 01:52.380 --> 01:54.570 in terms of ads and social media posts, 01:54.570 --> 01:56.850 they call, they actually mix these two together. 01:56.850 --> 01:58.440 If you think about when you're fishing, 01:58.440 --> 02:00.720 it's not the hook that attracts someone, right? 02:00.720 --> 02:02.460 It's not a hook that attracts the fish, 02:02.460 --> 02:03.570 it's the bait on the hook. 02:03.570 --> 02:06.030 So really they're using that term wrong. 02:06.030 --> 02:07.680 The bait is what attracts you. 02:07.680 --> 02:11.940 The hook is what keeps you once you've been attracted. 02:11.940 --> 02:14.700 So, it helps you decide that this is 02:14.700 --> 02:16.650 actually relevant for my attention. 02:16.650 --> 02:19.140 And then the, you need to do a third thing, 02:19.140 --> 02:20.760 because if you just grab their attention 02:20.760 --> 02:21.960 and keep it for a little bit, 02:21.960 --> 02:23.130 you're not doing anything with it. 02:23.130 --> 02:24.210 So you need to reward them. 02:24.210 --> 02:25.890 You need to give them some sort of 02:25.890 --> 02:27.540 compensation for their attention, 02:27.540 --> 02:29.700 and that's gonna elicit reciprocation. 02:29.700 --> 02:32.610 So you're gonna, but when you give them a little stat 02:32.610 --> 02:34.830 that they can tell their coworkers, 02:34.830 --> 02:37.170 or if you give them an interesting fact 02:37.170 --> 02:39.056 or a new way of looking at the world, 02:39.056 --> 02:41.790 then that is their reward for sticking around. 02:41.790 --> 02:43.830 And if you do these three things, that's a brand ad. 02:43.830 --> 02:46.320 So that's gonna build memory associations. 02:46.320 --> 02:48.738 But if this is a performance post, 02:48.738 --> 02:51.720 then you need a payload, you need to deliver something. 02:51.720 --> 02:54.570 And again, that could just be like a brand association. 02:54.570 --> 02:57.060 It's not just rewarding to watch this ad, 02:57.060 --> 02:59.700 but we're giving you the brand association, 02:59.700 --> 03:02.910 that people who are cool drink Corona, or whatever it is. 03:02.910 --> 03:04.740 That is possible, but then quite often, 03:04.740 --> 03:08.100 'cause I worked primarily in performance marketing, 03:08.100 --> 03:09.840 be delivering like a call to action. 03:09.840 --> 03:11.700 Like how do we actually get them to 03:11.700 --> 03:12.660 come through to the site? 03:12.660 --> 03:14.070 That's the structure. 03:14.070 --> 03:15.540 And you can read more about that in the book, 03:15.540 --> 03:16.590 or in this post. 03:16.590 --> 03:19.650 And then a few other things in the prompt, 03:19.650 --> 03:20.825 I have some instructions, 03:20.825 --> 03:22.413 and then I have a few examples, 03:22.413 --> 03:24.450 ones that I've written in the past. 03:24.450 --> 03:26.550 And then you'll put your example at the bottom. 03:26.550 --> 03:28.170 So all you need to do is, 03:28.170 --> 03:29.370 figure out what is the payload, 03:29.370 --> 03:31.890 what you actually need to get people to do. 03:31.890 --> 03:33.360 And I've got a payload here. 03:33.360 --> 03:34.230 So this is the prompt. 03:34.230 --> 03:35.850 I've got, I've just pasted this is here, 03:35.850 --> 03:37.710 in the system message. 03:37.710 --> 03:39.900 It's got everything in there. 03:39.900 --> 03:42.240 But the, then I just need to input this part. 03:42.240 --> 03:44.070 The goal here is thought leadership. 03:44.070 --> 03:45.150 That's the general category. 03:45.150 --> 03:48.000 That's what I'm trying to establish myself as. 03:48.000 --> 03:50.040 And then the payload is, 03:50.040 --> 03:52.350 one of the things that you can learn about with mimetics, 03:52.350 --> 03:55.530 is that most Hollywood movies have the same story. 03:55.530 --> 03:57.930 So like "Harry Potter," "Lion King," "Lord of the Rings," 03:57.930 --> 04:01.080 they actually use the "Hero's Journey" story template. 04:01.080 --> 04:03.900 And I'm gonna generate this post, 04:03.900 --> 04:05.880 and hopefully it'll be enough to, 04:05.880 --> 04:07.124 I'm not gonna explain it to you, 04:07.124 --> 04:09.960 I'm gonna let ChatGPT explain it to you, 04:09.960 --> 04:12.480 because, then see if it hooks your attention. 04:12.480 --> 04:16.110 Or sorry, baits you into hooking your attention. 04:16.110 --> 04:18.960 Cool. It's now generating the bait, the hook, 04:18.960 --> 04:21.060 the reward, and then the funnel post. 04:21.060 --> 04:25.050 It is saying that "Within this framework, 04:25.050 --> 04:26.850 if you mention the popular blockbuster films 04:26.850 --> 04:28.770 that people love, it will grab attention. 04:28.770 --> 04:30.547 Let's successfully figure that out from the 04:30.547 --> 04:33.147 "Star Wars," "Harry Potter," "Lion King," et cetera. 04:33.990 --> 04:36.390 And then the hook is that 04:36.390 --> 04:38.220 we can introduce the concept of "the heroes journey," 04:38.220 --> 04:39.750 something I haven't really seen before, 04:39.750 --> 04:42.840 that's gonna spark interest in people who care about this. 04:42.840 --> 04:45.780 The reward is, in this case, 04:45.780 --> 04:47.970 like there is a a book available. 04:47.970 --> 04:48.803 Because that is, 04:48.803 --> 04:50.280 if someone is genuinely interested in this, 04:50.280 --> 04:51.180 that is actually, 04:51.180 --> 04:52.920 it doesn't have to be fully commercial, right? 04:52.920 --> 04:54.455 Yeah, I benefit if people buy my book, 04:54.455 --> 04:58.140 but primarily like they benefit from reading it too, right? 04:58.140 --> 04:59.640 Like otherwise I wouldn't have written it. 04:59.640 --> 05:01.260 So that's quite helpful. 05:01.260 --> 05:02.670 Anyway, so the post itself, 05:02.670 --> 05:05.880 what it's come up with, like the final result is here. 05:05.880 --> 05:06.713 So it's saying, 05:06.713 --> 05:07.920 "Ever notice why certain films 05:07.920 --> 05:09.690 captivate us more than others?" 05:09.690 --> 05:12.300 So that's quite interesting, gets my attention. 05:12.300 --> 05:14.760 And then we mentioned a few Hollywood Blockbusters, 05:14.760 --> 05:16.320 which I've mentioned here. 05:16.320 --> 05:17.317 And then it says, 05:17.317 --> 05:19.080 "Based on the "Hero's Journey." 05:19.080 --> 05:21.240 And it's a universal story framework that never fails 05:21.240 --> 05:23.250 to engage and inspire. 05:23.250 --> 05:25.890 And then if you're interested in how this works, 05:25.890 --> 05:27.480 then you can dive into my book, 05:27.480 --> 05:30.570 where I unleash the hypnotic power of story in marketing. 05:30.570 --> 05:33.000 So, I think this is a pretty good marketing copy. 05:33.000 --> 05:35.520 And even if you don't like that one, 05:35.520 --> 05:36.540 you can just delete it, 05:36.540 --> 05:38.520 and then hit submit again, 05:38.520 --> 05:40.655 and it's gonna generate another one. 05:40.655 --> 05:44.130 You can also try different payloads as well. 05:44.130 --> 05:45.280 But yeah, so that's it.