Transcription
Hey guys, and welcome to day four of the AI content mastery summit. I'm your host, Simone Leah, and I'm joined by my co-host, Mitch Assa. Hello Mitch, how are you today?
Simone, I'm doing great, thank you. Moving to the end of the week now, the back end of the summit. Um, and but the the the talks are just getting better, I would I would say. What about you?
Yeah, I absolutely agree. Like I can't believe we've just done day four already. But I definitely think that every single day we're just building, and every single day is as equally interesting as the last. Like there's no days where I'm like, "Oh, this is a boring day." Like I love all of the days 'cause they're so practical and so relevant to what we need as business owners. So I've had a great time.
Absolutely. So, if there are people online who are with us now and you have questions, make sure you pop them in there now, and we will definitely uh come to get to them during the the this call. But overall, we do have a few other topics that we're going to talk about. Um, and of course, we'll do a wrap-up of um how today's went and what's what's to come tomorrow. But today is definitely one of my favorite days. Uh, anytime I hear growth in sales, I get excited because it's my favorite part of business. Seeing the business grow and sales come in and refreshing dashboards on advertising platforms, all my favorite things. So, I'm excited for to dive in today.
Yay. I love that. And what I love about this is because we have the live Q&A, people can actually ask you. And I know that like so far in what people have seen of you, Mitch, they've very much seen this AI expert, right? But what they might not know is your experience in ads and your love for ads. And I remember when we first met, maybe I don't know, 8, 9 years ago, ads was like your thing. So the fact that you guys get to jump on with someone who's been in the ads industry for literally the last at least eight or nine years. I just feel so excited for you guys as an audience to be able to have access to Mitch and ask him all your questions today. So don't be shy. He will answer everything, mostly, I hope. But yeah, ask the questions while you've got the opportunity to. Like I know Zippy's here. Hey Zippy. He's been so vocal and chatty, or she, sorry. Um, Zippy in general has been so vocal and chatty, and it's been so nice to have you here and to connect with you, and we'd love it if more of you want to say hi, if you've got things you want to share, and also questions because, yeah, as I said, Mitch will go deep with you guys on ads today if you want him to.
Absolutely. So let's do a quick wrap wrap-up of today, and then we'll move into like some interesting ad creative creation processes with AI because uh one of the biggest challenges back in the day was getting using creating so many ad creatives to use, whereas now it becomes so easy. So we're going to dive into that in just a moment.
I'm literally so excited for this. But all right, we will recap. I'll rein it in. All right. So, today we had Scott Alford, who was talking all thing all things launches. This was an amazing session because Scott really broke down what you can do. And also, one of the other things that I thought was really interesting about his talk was he talked about people who in his industry over the years, there were times when they would do live master classes or launches or things like that every single day or every single week while they were building their business. And I think that really speaks to that whole thing of, what if I'm posting too much? Or what if I'm doing the same thing too often? Or what if people get sick of me? And I think if you've got if you're able to generate new traffic, such as with ads or something like that, so you're not burning your existing audience, there's no such thing as too much from the sounds of it, which I absolutely loved about Scott, who says that he runs a launch at least every second to third week. So I think that's was amazing to hear, one, how that process works, and two, that what you think is too much might actually be someone else's nowhere near enough. So that was a phenomenal session. We also had Molly Mahoney, who talks about how to build AI agents that sell without being spammy. So she got really clear with us on the sort of things that we can add into our AI about ourselves to make things a lot more personal, so that they don't come across as spammy, and so that it doesn't sound like we're just selling all of the time. So that was also a super fun session. I hope you guys tuned in for that. We had Ra, who's bringing back LinkedIn. I know over the last few years, maybe LinkedIn's not been something you've heard of so often. You've all been hearing about Instagram, TikTok, all the things X. And Ra's talk really showed us that LinkedIn is still working, especially for business-to-business. If you're a coach or a consultant, you will find customers on LinkedIn. So that was a phenomenal session as well, just to hear all of the things that are still working today because the stuff that he was talking about is stuff that I'd heard about a few years ago, and it's nice to hear that what was relevant then, the actual concepts and theories are still relevant today, which is how you know that something is a good marketing strategy or a marketing technique because over the years, those things don't tend to change too often. And then we had Simone Suda, who literally talked to us about how you can show up in the AI search engines because these days, it's going to be the AI searches where people are hunting to find your services. Now, people are very much going to ChatGPT and Claude for advice on pretty much everything, including who they should work with. So this was great because she really gave you the backstory on what you need to do to be able to be visible to the AI search engines. And why this is relevant is because if you're only a new business or a new creator, she was saying that this is more going to become relevant than if you had 20 years of experience. Like, yeah, okay, if people if you have 20 years of experience, you're Tony Robbins, and people have actually heard of you, no problem. But if you're a new creator, making sure that the AI search engines can find you is going to help you out so much moving forward because that is where people are looking. Now, she also shared her podcast um strategy, how she gets on to at least one podcast a week. So that was an amazing session. I found that personally really interesting as well, if you're someone who wants to grow a personal brand, consulting business, or if you're a coach. So, firstly, if you guys have any questions about today, please put it in the chat so we can help you out or confirm anything for you or give you guys ideas or suggestions, whatever you need to know, we will help you with. But yeah, do you want to dive into ads, Mitch?
Yeah, absolutely. And we can come back to questions after that. So, let's just bring up the screen now. And all right, here we go. So, I'm going to go go back into Freepick in just a moment. But the So, over over the years, I've spent more than $5 million running ads on Meta and a few other platforms. And the like I said, the the the biggest challenge that you have is create having to create so many creatives in order to run those ads. Whereas with AI, we can actually do that very easily now. And one of the best places to start if you are new into running ads or just if you are running ads in general, and this is what every ad agency does, it's what everybody who runs ads uh does, is they go and explore what are some of my competitors doing? What do they what do their ad creatives look like? How long have they been running? Um, what like how can that be relevant to me as well? Because it's always smarter to run ads that are working than than just trying to come up with your new your own new ideas. And Meta make that so easy for us now. They actually have a transparency uh policy where you can go to the Facebook Ads Library and type in any of the pages that are running ads, and they'll show you what ads are running. They'll show you how long they've been running for, what platforms they're running them on. Um, and you can literally just go through all of those and understand what your competitors are doing. When I first started running ads, these tools were not part of Meta or part of Facebook. They were actually tools that people developed, and you had to pay an extra $200 or $300 a month for to get access to these types of tools in order to see what your competitors were doing. But from and there are plenty of people that I know, friends that I have that have spent way more money than I have on advertising, and this is always their first thing. They go and see what others are doing. So that's what we actually did for the summit. I'm going to show you the exact process that we did to create an ad inside of Freepick using AI based on one of the uh ad creatives from a Tony Robbins event. So, first, let me show you this is the image that we took from them. Uh, I'd seen that been running for a little while, and I thought, yeah, that could be something that we can create as well. But we can't just take that and then do a single prompt with AI in order to create this image. Number of reasons for that. Number one, there's a lot of text. Trying to do too much text at once is probably not ideal for the AI, and it can easily get confused and go off track. Number two is the character consistency. So, uh, I'm not sure if you're aware or not, but Nano Banana has a maximum of five characters that it will keep consistent when you're uploading images. So if you upload six people in and ask it to uh import all six people onto the image, it's probably going to fail because it's built for currently for five characters only. So, and and then of course, we have to change all of the colors in order to match our brand. We don't want to be using the exact same colors in brand if it doesn't match what we're doing. So we have to do this in stages. So, the first one here, I'm just going to click into this. And uh, what I've done is I've uploaded their image as image one, which is the one I just showed you. And then I uploaded a style. So, I can't click into this style, I don't think. Um, yeah, I'm not sure if I can click into that, but basically, I'm not sure if you can see there, it's a little bit hard to see. Let me see if I can maybe zoom in a little bit. But it's simply just a screenshot of our registration page. I can't even zoom in. Sorry. But it's simply just a screenshot of our registration page for the summit. So, I've asked it to use the style, which is a screenshot of our registration page, and change the colors of image one to match the style, output everything else 100% the same. And then that's what it's it's created for us. So, it's pulled in the greens and the blues, and it's it's matched those into this image and then output everything else 100% the same. So, that's step number one. I was like, I looked at it, I was like, okay, that's pretty good. It's a it's it's fairly close to being on brand for us. Sure, the colors are a little bit off, but for me, I'm not overly worried about that for ads. Like being having super on-brand um ad creatives for me is not a high priority. I'm more focused on speed and getting as many different ad creatives out there as possible. So, that was number one. Number two, then I take that new image that has been generated and then I add a new prompt which says, edit the content on this image. Change AI advantage summit to AI content mastery summit. Change November 6 to 8, um, get clear on AI in 3 days to March 23 to 28. Get clear on AI in 5 days. Output everything else 100% the same. I find that this final sentence is actually critical whenever you're doing any type of editing. If you don't do it, then I've noticed maybe 30% of the time it will change other things too, or it will assume other things within the image that is actually not there. So, um, adding that final sentence seems to be provide a much more reliable output, which then that provides this image here. So, you can see we've now got our new colors. We've got our new content on here to match what I've asked it to do, but we still have all of our old speakers, but it's starting to uh it's starting to come together, right? So, now I just need to move through to the next stage. So, if I reuse this prompt here, so I started I I already I already had the knowledge that we could only do five speakers at once. So, I was like, okay, let's just do them based on rows. So, I've added in that new image that we had, and then I've added in the screen or the headshot of the four women from the summit that I wanted to add as the top row for this uh this image. So, again, edit this image, replace the four people on the top line of this image with the four people in image two, three, four, and five. So, in order in in Freepick, you just uh go at and then you can select all of the images that you've uploaded. Um, you can select any images that you've saved. So, I've got one there that I've saved as well. And how do I make that disappear now? And so, I've said add all of those. Output everything else 100% the same. So, I've got that sentence in there again. And then this is what it's created. So, it's removed the top row. And I mean, it's made the bottom row look not that great. It's cut this lady's head off a little bit, but that doesn't matter because we're going to replace that next. Overall, the top row looks quite decent, right? It's it's it's been added in there quite easily. And then the final one. So, now to bring it all together, we've got uh the final one to add five men in there as well. So, edit this image. There are two lines of people horizontally. I want you to keep the four women on the top line exactly the same, but replace the five people on the bottom line with the five people here. Added in all of those images. And then this means there are a total of nine people in this image. Output everything else 100% the same. So you can see that I've gone a little bit more in-depth here because again, sometimes I've noticed in the past that if I don't explain things explicitly and down to like the like the the the tiniest detail, then AI at times it can sometimes read replace people and forget about like the numbers and the bottom line and just replace everybody with five people, which is not what I want. So that's why I say there will be a total of nine people in this image. Output everything else 100% the same. And then if I open that up, that's where we got to with this image. So you can see like in what was that four or five prompts, it's actually now a pretty great image. Now, is it as good as the original image? Not quite. Like the you can see with our images, there's no filter over the top to create like that that design consistency. I'm sure if a designer is looking at that this image, they would call it terrible. But for what 99% of businesses in the world need, it's a pretty good image in a very short period of time that you can create with AI. Like trying to recreate this in Canva or Photoshop, I would imagine takes a lot longer than doing four or five prompts. Um, so I thought that could be valuable to see that if you are creating images, so many more images are possible with AI if you take it on if you're not trying to one-shot it. Like I think that's where most people fail is they try and do everything in one go, and if it doesn't work, then they they believe that it's because of AI. It's I mean, I think AI will be able to one-shot 99% of images in the future, but right now, you can still get to that same result by doing it in stages and doing little parts of it at at a time. So I hope that was valuable.
That was super valuable. I had no idea. And I love that you said you can still do it. You've just got to do it in the stages. So I think that was super super interesting for everyone. I would love to ask some questions.
Sure. So, we did, just obviously all of you know, we did a 5-day summit. We had two weeks of advertising time. How many ads did you actually make for this?
Uh, how many did I make? Um, I think we ran we only ran like 30 or 40, I think. Um, we didn't go overboard because we only had a short period of time. Like, ideally, we would spend a little bit more time promoting this, but it was just, you know, timelines for the first one. Everything takes a little bit longer. Um, yeah, but like I mean, when it's also changed when I I I've launched many summits over the years, and we used to just run like five or six creatives because I tested them on like 50 plus summits. So I knew what five or six creatives would would work every time for for all of the different summits. Now it's a little bit different in the last, let's call it 6 to 12 months, because of the changes to the algorithm for running ads. Then now it's just like, as many creatives as possible. So I mean, there's brands out there spending spending millions of dollars a month with like thousands and thousands of creatives in their ad account. Um, so yeah, right now we need to create more, which is it's kind of lucky that um they didn't do this before AI, because trying to feed thousands of creatives into into the system um without it would be pretty tough. So, um, yeah, I think I think like more is better these days is probably the answer.
I have a million more questions, but I will let the audience start first. So, thank you for that. Um, all right. Zia said, "Wow, this is fire. I love your explanation about how to change the photo out." So, amazing. Excellent job. Um, and then, um, we had Jonet say, "I saw your ads at least 12 to 15 times." So, that is awesome. I think that's a really, really good result.
So, I'd love to know more.
Awesome. From my perspective, I'm not sure how the people receiving the ads feel about them, but like the you're here, right? So, it the ads obviously found the right person. Um, because it's something that maybe you were looking for, maybe you didn't know that you needed it, but you're here. So, that's one of the best things with how with the algorithms these days is that they do find the right people typically. Um, because I to me, it would be worse getting ads of something that I didn't care about at all and never seeing the ones that I do care about. So, um, yeah, that's my perspective.
Absolutely. And I think it does say, and I don't even know what the up-to-date stats are, but basically, someone has to see the same thing 12 times before it's even going to start to register in their brain. So, and then from there, it takes about 7 hours for people to actually learn to trust you and all of that sort of thing as well. So, I think seeing the ads 12 times means you nailed it. Yay.
Yeah, I think it's more these days. I think like it's dozens and hundreds of times, but
Yeah.
I think it would be definitely up there, which also makes me want to know when you were trying out those creatives. So, I know you did 30. Was there differences in terms of um size of the ads? In terms of obviously there's the square format, there's obviously a reel size, like did the size make any difference? And then also how many different kind of creatives did you have? Like were they all under the same sort of five different banners, or were they completely different?
Yeah, I mean I I flip back and forth on this. So we used to go to create all the different sizes. So you have your square, you have your 4x5, and your um story size, and even still wide for your right column. the but then I mean I have other friends that we talk about, like we catch up every now and then, and they show me what they're running, and most people are still just running square and scaling way bigger than what we did. So I I figured like because we have again, it it all comes down to how much time do you have to go fully in-depth, and like what are the priorities? To me, priorities are how can I get so many of them, which means if I can just create square, and I know they're going to work in all of the placements anyway, then I'm just going to focus on that, and then if I have more time and and energy and focus, then um we'll create them for other sizes as well. So for this one, we didn't worry about it because we had a short period to promote, but typically we would go and create the other sizes. So Facebook will show you when you're uploading, like, okay, these are the sizes that we need for all the placements. Um, and yeah, you can make the adjustments.
Yep, love that. Thank you. We also do have another question as well. Um, so Zapia said, "Do you find the limitation of five uh is from that tool on all AI tools in general, similar to this limited?" No, that's uh I believe that's a Nano Banana uh thing. I'm not even sure like what ChatGPT Image 1.5 is. Um, yeah, it's a it's a model thing. It's not it's not because of the platform. It's just a I I think from memory, I don't really go too nerdy on this stuff, but from memory, um, for the latest Nano Banana, you could pull in 13 different objects. I think they call them. So you can upload 13 different objects and then push them all into the image. So it might be like five people, and then they've got all got like different shirts and shorts on, and it should be able to put it together if your prompt is accurate. But yeah, it's a maximum of five car five characters that they will keep consistent. Um, you might you sometimes can get lucky and it will do more, but uh they Yeah, they say it's up to five.
Yeah, love that. Thank you. Also would love to hear just a little bit of an explanation on um budget versus uh ad creatives. So, say for example, we had someone on here today who only has $1,000 to spend on ads, and then we have another person who's got $20,000 to spend on ads. Should the person with only $1,000 to spend on ads say only have six creatives where they're testing, and the person with $20,000 testing a hundred ads that they're testing, or how does that sort of work?
Uh, yeah, I mean, it's it's probably a good way to think about it. Um, like there's so many variants, right? Like what are you spending the ads on? Um, if it's a low-cost thing that you can get customers very easily, then the $1,000 could be more productive than $20,000 if you're advertising in the financial space, for example. So, there's so many variables, but um, and the the other thing to keep in mind with ads, I mean, I don't want to go into ads too much because it's not what the summit's about, but the other thing to keep in mind is that you can you can reinvest any money that comes back quickly from your from your ads. So, um, if you start with $1,000, if your offer is great, and your targeting is good, and and people are buying, then maybe after that $1,000, you now have $2,000. So, why not just keep spending it, and you can keep growing that way. So, yeah, there's there's so many so many different things that you need to be thinking about when it comes to that. Um, but I think yeah, probably a good place to start is if you've got a small amount of budget, then test only a few ads. If you got a larger amount, then test a few more.
Yep. I love that. If someone was brand new to ads, what is the number one thing that you think they should think about when they're doing their creatives?
Uh, who is the closest competitor to me who is running ads? What does their creative look like, and how can I replicate that for my brand?
Do you feel like there is any issues with um the replication of just basically taking someone else's design and copying it, or no? Cuz like Yeah. I didn't even pick up that they were similar until you had them side by side.
Yeah. No, it's what everybody has done since the beginning of advertising and business. So everything is just a copy of something else. Well, and people hate to hear that, especially creative people, but it's true.
It's sad, but true. If it works, keep doing it.
Zippy has asked, "Would you consider doing a summit on ads in the future to help the newbies?" I'm going to say absolutely. Thanks for the idea, but
Interesting. Yeah. An ad AI business uh summit. This could be interesting.
Yeah.
Yeah, absolutely. And I know there are even some tools. I know some other ad people, and they actually use tools to write the literal ad copy and all of that sort of stuff, and the hooks and all of that that they give their clients who are say coaches and people building a personal brand. They'll literally give them the whole script that they need to record. So yeah, there's definitely a lot of stuff out there that could be taught around and learned around it, and even down to what we're saying here, Mitch, and we don't want to go obviously too deep into it, but um, knowing how much to put in at the start and how to scale the ads, and so it is obviously a topic that we really, really could deep dive into at another at another time, I'm sure. So if you guys are interested in that, just let us know.
Yeah, absolutely. The other thing about uh running ads is uh probably make sure you have a converting offer first. Uh, unless you've got money to spend. So the um, there's so many ways to think about it, but if you only have a small amount and you want to make sure you get a return on that, make sure your ad uh your offer is converting beforehand, which means you could just run a ton of organic traffic, which means creating a ton of uh content first in order to test that offer. Now, you can if you have money to spend, you can do it the opposite way, which is typically what we do, is before we run anything, we'll test $400 or $500 to see if it's going to convert with an ad. And if it does, then that's when we'll build out the offer. So,
Yeah, it just depends where you are in business.
Yeah, I love that. Thank you. What else do we need to know today? Or do you want to dive into tomorrow?
Yeah, let's dive into tomorrow. I'm just looking at the comments. Looks like we've covered them all.
Yeah. And let me pull it up, that latest uh yeah, that one.
So saying that had amazing speakers, um, one of the best summits I have attended. Thank you. That that actually means a lot. Uh, like I said at the start, we've we've produced more than 50 summits, and every single summit that I've done, I try and do them a little bit better. And um, we have I I like to to think that we have a good mix between pre-recorded and live and in interactions with the audience and trying to pro and also So creating a really great offer for people who want to uh purchase the upsell rather than just, you know, basic recordings like everybody else does. So yeah, it does mean a lot to actually get that feedback to to uh help us uh to help us understand that we are on the right track. So yeah, appreciate that.
Yeah, I also really appreciate that as well. I think um, it's one of those things where when we started, it was like just such a blank canvas, and now to see it all come together and the quality of the speakers and the quality of the sessions. Um, yeah, I also just really appreciate you saying that because for me, it's just been such a fun experience, and yeah, like I've loved every minute of it as well. So thank you.
And it just gets better from here. This is our very first one in this space, and they just get better from here. So excited for that.
Yeah, I'm so excited too. I'm excited for the next one already. All right, let's talk about tomorrow, guys. Tomorrow is AI advanced tools, which is going to be super fun, I think, because we're going to be again going deeper, which is always my favorite thing. I don't love being surface level. So, we're going to be talking with John Schumacker on the three-step context triangle to generate the top number one marketing content, or the top 1% of marketing content. So, obviously a very, very fun talk, and that one does actually go deep. You'll probably need a pen and paper for that one, so you can just write yourself little notes to remember. So that one's going to be amazing. We then had Andy O'Neal, who's talking about how to build a digital clone AI assistant in Claude. So for everybody who's just jumping on the Claude bandwagon, this one's going to be amazing for you. John T, who talks about building an AI writing bot that sounds like you. This was really interesting. For John is a best-selling author. He's written multiple books, and so we actually talked about the difference in the output that you're creating in your writing. For example, would you have a separate bot for uh something that was going to write a newsletter as opposed to something that was going to write something more conversational for Facebook, or something like that? And the way that you can actually put the um documentation together, and the things that you can do to make that actually sound like you when it's doing that output. We even had a bit of a talk about getting it to write books for you. So that was very cool. We also had Navidid talk about five crazy things Claude Code does. So he actually showed us what he's doing on his computer at any one time, which was super interesting because I think a lot of the guests came in, and obviously they'd come in, and they were just showing us what it is that we were talking about on that particular day. Whereas with Navidid, it really felt like a behind-the-scenes of how his computer is actually doing everything that it's doing when he's literally living his life. So, as an entrepreneur, so this one was super cool 'cause it felt like you were almost looking over the shoulder of an entrepreneur, which was really, really fun. We had Arvel on how to become an AI agent and Claude skills creator. Now, Arvel uh is someone who's a big part of the bot world and knows exactly what he's talking about. So, I loved this conversation because he's just like all over this, knows all about it. So, you guys will get so much value out of that one as well. And then Amy Yamada talking um getting AI to recommend you as opposed to just seeing you, actually getting it to recommend you. So on the the last day, which I'm sad to say, um, you guys are going to get to see and learn some really in-depth stuff that you might not necessarily see everywhere. And it's going to be an interesting day. It's going to be a fun day. So yeah, I really recommend you guys just come in and watch. Like it's going to be a great day. But I am seeing a couple of things in here. So, let's just bring those up as well. Do you have any questions about tomorrow, Mitch?
No. Final day. I'm excited for it. And uh, hopefully everybody else is as well. Um, and a quick little insight for everybody is to make sure, like a reminder, not an insight, a reminder that it is the weekend, and all of the sessions are available until Monday. So, if there's any that you want to catch up on, then make sure that you plan that over the weekend, and then they'll they'll kind of disappear for a little while, at least some of them, and then we'll release them uh slowly over the next couple of months on YouTube. But, um, yeah, it's a good time to catch up if you have missed any.
Yeah, absolutely. And watch them all because you can, and they're so good.
So, we just have a couple of comments here from Zippy saying, "You've been a wonder host. Thank you. And all the speakers really like you." Thank you. I really like them, too. And I also really like the audience. So I'm always thinking about um you guys and also the host as well, and trying to make it as fun and interesting and um entertaining in terms of information and content for everybody. So yay. And also, we've got, and the questions you asked the speakers were things I was thinking of too. Thank you. I'm glad. I do try and think um of the things that most people would want to know from the different levels of where they're starting. So really, really glad you've enjoyed that, and we've absolutely loved having you here, Zippy, and your interaction with us. So that has been super, super fun. We've also got Abby here who's saying, "Where do we listen to them again?"
Yeah. So I mean, if you've got all of the emails throughout each day, then the links will be in those. Uh, let me just check if we can go and then if you click into any of the days, then uh in the top menu, you can just click back. Uh, there's a there's a tab there that says sessions, and then a dropdown menu, and you can click back to any of the days. So, uh, yeah, you'll be able to find them there.
Amazing. Well, I'm excited for tomorrow. Mitch is excited for tomorrow. I hope you guys are excited for tomorrow. Is there anything you want to say before we wrap up, Mitch?
No, I think that today was great, and um, it's good to have everybody here with us, and let's keep going for the rest of the weekend. Excited.
Absolutely. And also, I will just say these sessions now, these Q&As, they're going to go for as long as you guys are interacting and asking us questions for. So, if you guys do have questions, like I know today's been about half an hour. Um, and some of the other days have been about an hour. So, if you guys do have questions, jump on 'cause we will stay and answer all your questions um and interact with you and engage with you. Um, so yeah, bring your questions tomorrow, guys. Even if it's from day one, just bring your questions and ask us all the things.
Nice one. Well, thanks Simone again. You've been great, and we'll be back here tomorrow. See everybody then.
Bye, guys.