[REPLAY] Headlines & Hooks With ChatGPT Masterclass

boom all right why don't we run through quick Logistics all right let me get my uh slide set up here give me one second okay quick Logistics of course you'll have lifetime access to this recording

we will distribute the bonus notion templates on putting these uh headlines and hooks into practice afterwards they'll also be the following up follow-up q a Youtube video um on some of these so we're gonna film

some additional questions and send that to y'all but other than that sit back enjoy do not try to capture every single thing we write down because or that we share in this because

you're going to get overwhelmed we're going to go through a lot this is definitely something you just want to kind of extract one Golden Nugget from this that you can apply and then re-watch this in the future because

we're going to Sprint through what we easily could have turned into a two-week course in one session and just want to paint that picture because otherwise you're just going to be writing the whole time you're not going to kind of

see what we're talking about yep and uh yeah Dicky that's a great Point don't feel like you need to document and take notes on everything here you have the recording you'll have

the slides and you'll have the bonus assets and in the bonus assets we have like you're going to watch us walk through some chat GPT prompts don't feel like you need to squint at the screen and quickly write down the prompt the

prompts are in the bonus assets it's all there for you just use this as an opportunity to soak up the knowledge in the Frameworks awesome cool what are we diving into okay so we're gonna cover a bunch of

different things today so the first is we're going to start with headline fundamentals headlines 101 and the reason this is so important is because you need to understand the fundamentals in order to understand what to ask chat

gbt to automate for you so we're going to start with here's what you need to know here are the pieces of a really great headline the second is we're going to get into the psychology of hooks and this is where a lot of a lot of people

think hookwriting is about writing and it's actually not it's about human psychology and so we're going to talk about what makes a really great hook and then we're going to show you how to use chat GPT to give it the thinking and

then it'll just give you hundreds and hundreds of options and then third we're going to give you a couple um of our favorites these are really proven Advanced copywriting Techniques

we use these in our email campaigns we use them in product descriptions we use them in landing pages we use them in offers these are just really small tweaks that you can make to immediately

tap into uh the re the reader the potential customers wants needs desires Ambitions hopes dreams just really little little things and at the very end we'll do a q a uh any if anything's

unclear we're happy to sit around and answer questions for a while boom and yeah just as a reminder this will be two hours so I'll finish up around um three o'clock Eastern

awesome no dick you want to kick it off yeah so if you all don't know who we are I feel like a lot of people in here do uh I'm Dicky one of the captains is ship 30 for 30 where we teach beginners how to start writing online and then Cole

you can give a quick what's up as well our next cohort is April second very excited to set sail with that one here shortly yep so Nicholas Cole all my friends call me Cole and uh ship 30 is

our Flagship program we help people start writing online we also are about to finish up the beta cohort of our ghost riding program where we help people become premium Ghost Riders and

then we do these one-off kind of master classes and workshops because we're just really passionate about helping a million people start writing online and helping a million people start earning a living writing so all of these are just

are wanting to if you haven't signed up for ship 30 or you haven't joined the ghost writing program we just want to find ways to help share these Frameworks with other people so really excited to dig in today all right why don't we get

into it what are we starting with okay so first we're going to go through headline fundamentals so headlines 101 best practices a couple things we're going to go through if you've been in ship 30 you're going to hear a little

bit of overlap in this section but it's worth reiterating so some myths when it comes to headline writing you hear these over and over again um these three categories of effective

headlines so understanding what is the purpose that you're what purpose is your fulfill or your headline trying to fulfill on the five fundamental pieces of an irresistible headline so when you

go to write a headline actually what are the building blocks of it and this is one of those once you see it you can't unsee it and then fourth is we're going to show you a chat GPT prompt where you

can train chat GPT on these fundamental pieces so then Chad chuppt goes got it I can now write irresistible headlines for you and this bridging this Gap is really

cool you'll see you'll see how it works so and Dick yeah I'm just gonna fly through in anything obviously just cut me off and absolutely I know this is if if there's

one thing that I know excites you Cole it's writing a high quality headline I love it I love it I I always tell the story I I used to do these writing sessions with one of the best sales

copywriters on planet Earth his name's Craig Clemons he's a good friend of mine in LA and I would go to his house would be up in the hills we'd look at you know overlooking all of Los Angeles we'd do a

two-hour writing Sprint he'd go how's the writing going that goes it's good I've got about a thousand words it's going pretty well I'd go what about you how's your writing going and he goes good I've almost got the headline

figured out and the moment he first said that to me the way I I wrote changed forever because I realized that the headline is not the last step the

headline is the first step and if you don't have Clarity over what you're saying in the headline you don't have Clarity over what you're writing if you can't say it in 11 words you can't say

it in 11 000 words and and once that happened I stopped writing headlines last and I started spending the majority of my time writing headlines first and now Dickie whenever we sit down to

create a product or squeeze it down to do anything the very first thing that we think about is what is it how do we say this in seven words ten words yeah always starting with the end in

mind so starting with we have to clear the air because any time that we talk about headlines there's always that this used to actually be at the end right cold whenever we talked about headlines we'd say okay

you know we shared all this but now you might be thinking this but before we even talk about headlines and hooks they're kind of three common pushbacks that prevent people from writing high quality headlines and hooks in the first

place so we just want to kind of clear the air and knock those down from the very beginning because otherwise you're just going to kind of watch what we talk about today like ah this sounds good but

blank oh the sound so cool why don't we knock these down to start yep so if you've been in ship 30 you know the answers here uh maybe see if other people give other people a chance see

what they come up with but pushback number one we love asking this question is this click bait throw in the chat is this clickbait what do you think yes or no how to make ten thousand dollars in

the next two hours using just your two index fingers is this clickbait okay so a couple people say yes absolutely this is Click bait right

so here's the thing when when you look at a headline the reason most people default to this is Click bait is because there's some things that they have seen before they go oh it's a big number

that's click bait or oh there's there's multiple numbers in the next two hours if there's a number in the headline that means it's click bait right or they see something weird using just your two

index fingers that's weird that must be click bait right these are the conclusions that you very quickly uh come to but the thing to keep in mind is it's

only clickbait if you don't deliver okay so this is the promise that you're making to the reader and clickbait is when you make a promise

and then the reader clicks on it and then you didn't fulfill on the promise right so if you see this headline and then the reader goes great I would love to know how to make ten thousand dollars

in the next two hours using just my two index fingers and then you go here's how to do it tip number one you gotta try really really hard tip number two you gotta keep at it tip number three you

gotta be authentic the reader's gonna go you didn't tell me how to make ten thousand dollars in the next two hours using just my two index fingers right but if they open this up and then they

give you 11 very clear steps with examples and case studies and resources and tools and by the end you actually know how to do this

then it's not clickbait then you're going to take the article and you're going to bookmark it and then you're going to email it to five of your friends and then you're gonna say stop everything you're doing you need to read this because this is going to tell you

how to make 10 000 hours dollars in the next two hours using just your two index fingers and that's the whole point is when you create a high quality headline that you know delivers on a big promise if you

can go and deliver on it that's what makes viral things go viral it's because you put out a a headline that people thought there's just no way this is true and then when you deliver on that

promise what do they do they send it to every person they know so reaffirm this it's only click bait if you make a promise and don't deliver yep which leads to pushback number two when

you start writing really great headlines and you start getting really descriptive and you start using these five pieces of an irresistible headline that we're going to talk about your headlines start getting longer

and so many people default to but my headline's too long so real quick in the chat is this headline too long three quick Frameworks beginner writers can use to generate ideas so they never stare at a blank page again and start

going viral with ease right it the answer is it depends is this too long it depends because there's no such thing as headlines that are too long as long as

they are clear and relevant so the story that we love to use is Dicky if I write you a 987 page book

with every single thing that I think about you how many pages are you going to read 987 and I'll probably clear my entire calendar for the next two weeks until I

finish that book because it's all about you because it's all about whoever and so when you're writing a headline that's all about the

reader right hey you reader this is what you want this is the problem you have this is the outcome you desire these are the benefits of solving that problem it's all about you it's all about you

there's no such thing as too long because readers want to read about themselves we all want to read about ourselves so don't think about headlines as oh it's more than eight words that

means it's a bad headline no it's not it just depends on if you're being clear and relevant to the reader and that brings us to the third one

which I think probably is the most common one yeah okay I feel I understand that if I make a promise and deliver on it I'm okay I understand that there's no

such thing as it being too long but then it's but my favorite writers maybe they don't do this or my writing is too good to have some kind of headline so how would you respond to that one yeah I

mean the I love whenever we do this and people go you know well Seth go Seth godin's headlines don't do this right well step one you're not Seth Godin you haven't been writing for 30

years okay and step two is uh Dicky I love the way that you phrase us is is that person

successful because of or despite of you know so sure a lot of people read their work with those subpar headlines how many more people would read their

work though if they decided to write headlines in a way that was better suited for the reader that's the question to ask what are you leaving on the table yep I mean I know for certain that some

of these writers who I've personally love reading because I know their words are good could just attract so many more potential readers if there was a a little bit more clarity in the

headline so I love this quote by Zig Ziglar which I think about anytime I'm writing something and I want to really turn up the quote unquote clickbaitiness or enhance the value of the promise it's

that I know if I'm writing something high value I need to do everything in my moral power to sell the reader on reading that and if that means using numbers and having a long headline and

doing things that everyone else would call click bait I'm going to because I know that if I can just capture their attention five minutes into that piece boom I've got a lifelong reader so I'm always

thinking how can I just sell them on reading this yep and so again it's your moral obligation to get as many people to click on it because you truly want to help them you truly want to give them

information that's going to change their life and so what's the big mistake that everyone makes here they always default to clever headlines so real quick moment of honesty in the

chat do you write clever headlines have you been writing clever headlines right what is a clever headline clever headline is like Wisps in the Darkness

right or marketing Unlimited or the ocean right and so why do people do that okay well why people do that is because as

writers we we think we're way more creative and special than we are and when we write clever headlines we think this is what we think is going to happen we think that the reader is going

to come across our headline in our in the news feed and they're going to see Wisps in the darkness or or marketing unlimited and they're gonna stop

and they're going to go hold on hold on I'm in the presence of greatness I need to clear my calendar I'm canceling all my afternoon meetings

I'm I'm closing every other tab I have open because this person is a genius it's obvious and I am going to stop everything I'm doing because I'm going to read Wisps in the darkness that's

what the writer who writes a clever headline thinks is happening and what actually happens is the person scrolling through and they see marketing unlimited I don't know what that means gone back to cat video

back to Netflix back to tick tock right and so your whole goal in writing headlines is to get out of clever territory and to get into clear

territory so here's a couple really easy rewrites clever how to lose time and money the writer probably was like man I am so smart for coming up with this this is so

short and and quippy and everyone's gonna pause and give me give me their attention and in reality you have no idea what you're clicking on instead you can rewrite this to how to

lose time and money a 30-day self-care calendar to reclaim your hobbies okay great now I know exactly what I'm getting or the power of knowing the odds

right someone wrote this and was like oh this sounds mysterious oh everyone's gonna give me their attention right and in reality nobody has any idea what that means and so how do you have to rewrite

it you have to be more clear the power of knowing the odds four keys to buying your first stock why do I buy this because I want to buy my first stock or why do I read this because I want to buy my first stock right

here's another one scenes from a half quarantine sounds so poetic scenes from a half quarantine this is practically Nobel prize winning right there right how many people know what

that is nobody who's going to want to read that very few people how much more effective is it if it's a vaccinated civilian's guide to being social again without feeling guilty about it

right now at least I know what it's about now I can decide whether or not I want to read this so before we get into anything tactical the big takeaway is

you have to not be clever the whole art of writing is to not be clever if you can find a way to be clever inside of being clear that's fine but when you're

when you have to make a choice you always default to clear not clever a confu clever leads to nothing but confusion and a confused reader is back to tick tock that is all I think about

anytime I have that inkling that slight you know dream Brigade or power of knowing the odds like nope back to tick tock they go if I present anything that

confuses them yep so as a primer and this is just kind of an overarching I think this is a helpful way of thinking about it is there's three different categories of effective

headlines you have headlines that are really good at reaching lots of people you have headlines for resonance so they're really good at resonating with a specific group of people and then you

have headlines for profit so there's headlines that the whole goal is how do I get you to go from reader to customer and I like thinking of it in these three different categories because it's

important to know when you sit down to write a headline what is my goal what do I really want reach is I want lots of people to see this resonance is I want

the right people to see this and profit is I want the right people to buy something right and so here's a really easy way of understanding this so headlines for

reach almost always default into these five buckets self-help personal development health and wellness relationships success and money

okay and so here's an example of a headline this is one of my most viral headlines of all time I wrote this column for Inc back in like 2017 or something the title is 19 tiny habits

that lead to huge results this piece got millions of views on Inc it got republished by like 10 other major Publications I think all in this piece got something like 20 million

views and the question to ask is okay it got 20 million views but what did it lead to

well it reached a lot of people but a lot of people read it and went that was pretty cool but it didn't do anything and this is where this is you know for

the first six seven years of writing on the internet I kind of thought that this was the only goal your goal is just to write things that a zillion people see and as a result I racked up you know

hundreds and hundreds of millions of views but the problem is when you write things that reach a ton of people they don't really resonate with a specific

group of person so 19 tiny habits that lead to huge results huge results for who right who am I really trying to help and so when you're writing headlines the

reason I want to point this out is you have to ask yourself what is my goal if you if you go I want as many people to read this as possible what you gain in reach you are probably

going to give up in resonance whereas what you gain in resonance you give up with reach and that's the decision to make

and resonance is what brings a lifelong reader so cool you said this got how many views 100 million something like that some some huge number there are probably very few people out

there who go yeah I remember reading that and I really remember that it was Nicholas Cole who wrote that I love his stuff yep and that's the key distinction with reaching resonance is people read

this and they completely dissociate it from the author themselves because of the way the information is represented it's it's just there's nothing special about

the writer itself they just kind of read that it's like I'm not even going to pay attention to who wrote this whereas when you read something extremely tactical and helpful that we'll talk about on the resident side you're like I want to know

who put this together because I want to go read more things from them yep right so the more generic the the less resonance with the author as well as the piece itself

yeah and and what you'll find is you know you see this on Twitter and Linkedin all the time there's a lot of people that get zillions and zillions of Impressions on their content and they

build up huge audiences but none of them make any money and they don't have a way to drive those readers to anything because if you ask

the readers like why are you here a lot of times the readers go well I don't know I saw eight million people viewed this and liked it and so I did too

right so when you chase views and reach you get that vanity metric like okay great I can say my writing's been viewed you know 700 million times right but

that doesn't that doesn't really lead to anything whereas resonance topics are much more specific to a group of people

so it's normally I'm not trying to reach everyone I'm trying to reach a specific group and for that group I want to be really helpful could be how-to guides

step-by-step walkthroughs industry-specific info stats Trends and Analysis these things very rarely if ever go viral

and if they do their version of viral is still you know a magnitude lower of a reach thing going viral

and so the question to ask is well which am I trying to optimize for am I trying to optimize for I just want to reach a gazillion people for the sake of reaching a gazillion people or am I okay

with only reaching a thousand people but really being specific about helping those thousand people which increases my likelihood of being able to bring in customers or monetize that group of people

yeah I I think your point on it's pretty easy to write the things that are going to reach everyone but then what do you do with all that information or all that attention right most people don't have

the skill to then write things that then resonate which brings us to the third type of headline which is the ultimate goal with any kind of thing you're building on the internet yeah and so the

thing with you know headlines for profit can you you know can you bridge the gap from headlines for reach that get a ton of

high level attention and then bridge that Gap to now buy something from me you can but it's a lot harder than headlines for resonance being specific

on a group of people a specific problem and then Bridging the Gap too profit and profit headlines all essentially get reversed back to two

main categories you're either helping people make money or you're helping people not lose money and a really great you know Dickie I loved when you said this to me too which is the way for you to think about how do

I make money is for you to think how do I help other people make money and then I get a piece of that and so a you know headlines for profit

is you Bridging the Gap between resonance I I'm speaking to this group of people I understand what specific problems they have and then you're either going and I can

help you make money or I can help you not lose money and it's I think we should run the thought experiment right of let's go

back to that 19 habits that uh 19 tiny habits that lead to Big results right so let's say someone reads that from you and then a

week later they see somewhere else first off they probably don't even know you wrote that that's like the overarching piece and if they saw something from you

later that was like uh 50 course or book on you know building tiny habits from Nicholas Cole they probably wouldn't even recognize you so they wouldn't buy it and then

second because it was so broad you don't make purchases on those broad things because they're not able to promise very much right you you're not able to deliver a real result until you've

gotten far more specific whereas if you look at just the second and third one where the hot the how-to guide was how to start freelance riding with no experience and get paid you've learned a

ton you definitely pay attention to who wrote that and then if Cole comes out of like hey I'm running a 12-week coaching program to get you started as a freelance writer how much more likely

are you to join that because you've now resonated with him as an expert in that topic so I just like to paint the difference here of that bridge to

monetization does not come from reach reach will be a part of that strategy but the real kind of juice comes from resonance into some kind of profit

vehicle yep and that's why you know the big takeaway that we want everyone to have here is because a lot of people chase this I mean I chased it for a long time you know I I thought that this is what

mattered and and the learning that we want to pass along to you is that this doesn't matter as much as people think it's a lot of vanity metrics and you would way rather have 10

000 really resonant followers or subscribers a very specific group of people that you can help rather than have a million

followers that all consume 19 tiny habits that lead to huge results and I know that that's that's a weird thing to hear and that kind of goes against everything that we're

that we're told about social media but it's this doesn't lead to very much and so the question to ask yourself is so what am I promising which one of these relationships am I promising when I go

to write a headline when you're writing a reach headline your promise to the reader is basically like hey you'll kind of like this it's candy right it appeals to lots of different

people you'll like it and a lot of people will like it literally and figuratively and then they'll just go cool whereas if you write something that's resonant the promise the relationship

that you're making is hey I can really help you specific person solve a problem I can really help you do something in your life right not as many people like it but the

right people like it and then the headlines for profit is well what's the promise that you're making well hey this resonated with you I helped you solve a problem and if you

pay me I will help you make more money or I will help you not lose money that's the bridge and so it's whenever you sit down to write you should start by asking which which of these am I doing

so drop in the chat which one have you tended to write in the past reach resonance profit which one are you looking to write more of now let's just keep it active resonance resonance and

reach resonance eventually you'll get to that profit one so I think a lot of people default to reach because for some reason the virality is attractive and trust me

we've all been there but from someone from a pair of guys who've written a handful of viral things we can tell you that the most

you know lucrative things we've ever written have not been that Viral and that's been a big lesson to learn the only the only lucrative part of writing

something viral is that it boost your ego and that's pretty much it after a while you really want to move on to Resonance and Prof uh profit headlines speaking of

which how do we write those yeah so this is a little framework that we've come up with for an irresistible headline so the big

question whenever people want to write headlines is how do I get someone to click and I notice that whenever people ask this question it almost is is coded

in this expectation of can you just tell me the like one secret word I need to put in my headline that guarantees everyone like loses control of themselves and

just wants to click on what I've written right that's almost the expectation when people say that and the reality is a that's not how it works but B There is a

formula there is a formula to writing headlines and so the way that you get good at this skill is you need to understand the underlying pieces right it's almost like learning a musical

instrument everyone wants to dive right into playing Freebird and it's like hey just learn a couple scales and then all of a sudden you'll be so much more proficient okay so we're going to walk through these five pieces of an

irresistible headline the number how many the who the what the why and then how to twist the knife okay and once you see these you are going to notice these

pieces everywhere and so your job your takeaway here should be as you consume content and as you start to read and look at different social platforms you should think about

how do I spot these over time how do I get really good at noticing these in my news feed okay so the first is how many

so how many is do you see a number and what everyone wants to ask or whatever reader is asking themselves is okay so you're writing about

extraordinary stoic moments how many moments are we talking here right because before I click I need to know is this a thousand extraordinary stoic moments because if it's a thousand I don't know if I've got time for a

thousand but if it's 12 yeah I've got time for 12.

so so many times people think that just because there's a number in the headline means oh it's click bait oh that's cheesy oh that doesn't work no what the numbers doing is it's literally signaling to the reader

here's how long this is going to take you and the reader wants to know how long is this going to take me before I click right so there's a huge difference between

three extraordinary stoic moments or 300 000 extraordinary stoic moments right one feels like I can skim it in 30 seconds the other feels like I'm reading

War and Peace right and so that's why the number is actually really important yeah Jerry Seinfeld has a great lesson on this where he says imagine

going to the gym or some kind of group workout program and they just never told you how long it was chances are you wouldn't show up because is this going to be six hours and I I'm

in for like the most miserable thing of my life or is this going to be five minutes and I feel like it wastes my time so the more that you can give the reader hey here's exactly what you're going to sign up for by clicking on this you're

much more likely to get them to click and just to further drive this home imagine when someone asks you to complete a survey if they don't put the number of questions in the survey the chances that

I open that survey are zero right because I don't like the the worst thing I could do is open up a 50 question survey that I thought was going to be quick but when you say hey there's just three questions in this it's going to

take you four minutes I'm much more likely to do that so I I like to keep that in mind when I'm writing these headlines of just whatever it is you're doing there's some kind of

number involved use that number exactly lists work I I know the default here is people go I want my title to be extraordinary stoic

moments I promise it is more effective if you say how many how many are we talking it's a really great signal to the reader all right

piece number two is the who so literally name the target audience in the title so imagine if this title just said 48

experts share their number one tip the reader goes I don't know who this is for 48 Experts of what share their number one tip for what I don't care back to tick tock all of that happens in

half of a millisecond who stops to read this project managers 48 experts share their number one tip for project managers so a really great

headline writing technique is so many people go how do I find my target audience here's an idea name your target audience in the headline because then what does every social

platform do what does Twitter do what does Facebook do what does Instagram do what does medium do what does quora do what does LinkedIn do they are literally crawling the text and in the title they

see oh this is for project managers I should probably put this in the feed of people who say they are project managers that is the job of a social platform so how do you reach your target audience

literally name them in the headline so let's look at this headline and back up two steps when we initially would have started if we were writing clever versus clear it would be

expert secrets that would be number one and then if we got a little bit more clear it would be expert tips at least a little bit better

name the number 48 experts or 48 expert tips okay then we at least have the number now we're adding on the who so 48 experts share their number one

tip four new project managers same content but see just how much more likely a project manager is to read this one then expert secrets

that's what we're trying to get and drive home here yeah exactly yeah thanks for connecting that Dickie because yeah you you want to see how these all like Compound on each other they add more and

more and more clarity which leads to the what and this one is the easiest one for people to mess up because the what this decision in your

headline is what shapes the writing if you don't know the what in the headline you don't know what you are writing okay so there is a huge difference in

the writing between four first-time founder mistakes versus four first-time founder tips versus four first-time

founder case studies those are three different articles the content of those is completely different and if you write if you skip the title

and you go right into the writing and you write a whole piece all about first time founder tips and then you go to write the headline and you talk about mistakes the reader

is going to be confused they're going to be like you promised me mistakes but then I clicked and you gave me tips so the what is literally are you talking about tips is it stats is it steps

lessons mistakes reasons templates what literally are you giving the reader and then your job is to connect the what in the headline to the what in the text if

you promise mistakes you give them mistakes if you promise tips you give them tips if you promise examples you give them examples whatever headline or whatever promise you're making in the

headline you have to deliver in the text and don't over complicate it you're sharing something with whatever it is you're writing just list that thing so here's mistakes on

the previous one we already talked about this but it was number one tip rather than some vague piece of advice or something like that get a little bit more specific with it

yeah yes and things is a great thing to remove there's always a better way than things yeah yeah if someone goes 11 things you should know right it's like well what are the things is it 11

mistakes I should know is it 11 lessons I should know is it a lesson Insider tips I should know yeah this is where the more specific you can be with the reader the more likely they are to click

which leads to the why so okay you've said how many things you've said the who you name the audience you say the what what are you

actually giving them now you have to tell them why and the way that we like explaining this is when a reader is scrolling when a reader is thinking about whether or not they

want to read your work just because you wrote it doesn't mean it's valuable right just because you spent three hours writing an article doesn't mean it's valuable

it's only valuable if it is giving something to the reader and so when a reader's scrolling the question the reader's asking themselves is if I'm

going to give you 30 seconds of my life I never get those 30 seconds back I'm giving you 30 seconds of my life what are you giving me that's what the reader's asking and so

in the title you have to tell them why they should read what are they getting out of it so notice if this just said six things we just thought we talked about things six things project managers

need to do if I'm going to give you 30 seconds of my life what are the what are these things that I need to do going to lead to

well they need to do to earn a promotion okay if I give you 30 seconds of my life you're going to give me this is the trade 30 seconds of my life you're going

to give me six things project managers need to do to earn a promotion so that I can get a promotion that's the trade whereas clever is

you know project management Secrets the reader's like I don't know what I'm getting I don't know what I'm getting out of this so you have to say the why at the end

yeah dutiful project management or something like that would be nice and clever but we could upgrade things I agree but it's just good to see all these

different ones even brightwork has ways that they can upgrade these yeah and then finally so these I these are the the fundamental pieces you have the

how many you have the who you have the what and you have the why and then you can amp It Up by doing what's called twisting the knife and twisting the knife is a copywriting term

and it basically just means more so if your headline is talking about problems you dig into you're giving the reader more problems if your headlines talking about benefits you dig into

giving more benefits talking about outcomes you dig into giving more outcomes and then you could also do a blend where you're like here's the problem here's the benefit of solving the problem and here's the outcome so one version of this headline is 10

freelancing tips to double your productivity okay not bad but we can twist the knife by saying and and what double your productivity and

triple your earnings right we could twist the knife again and say double your productivity and triple your earnings and stop losing clients we could twist the knife again and say double your productivity and triple your

earnings and stop losing clients and start working from home so twisting the knife is basically taking the the end part of your headline and going more more more more more more

and the more times you twist the more you're giving the reader a reason to click and on the reverse side of that is

the more you have to back it up when you list a bunch of benefits a bunch of outcomes the reader is going to click with a higher level of expectation which again puts it back on you to

deliver on that promise yep so with all these pieces in mind throw it throw in the chat first of all does this change the way that you think

about headlines yes or no I mean now that you see these pieces can you better see and think about okay what do I need to push and pull right think of them as

different levers right so you look at a headline and you go oh I need to clarify the what or you look at a headline and you go oh I have no who that's the problem I have no who

an hour oh I'm not being clear enough about the why so the whole goal here is for you to get aware of what are the pieces of a really great headline

however we're in the age of AI right I mean once you learn the thing it's not very efficient for you to do the doing right you do the thinking we're giving

you the thinking now let's have technology do the doing and so Chef up here yeah don't don't feel the need to write this down we put the prompt in the in

the bonus asset so you have it but this is what you're gonna do you're gonna train Chad gbt which is like your digital intern so imagine you just hired a digital intern and it is so excited to

work for you the best part you don't even have to pay it it's a free intern and it's going to work 24 hours a day seven days a week 365 days a year and so I created this

prompt and you're gonna train your digital intern on how to write irresistible headlines so we say in the prompt I'm going to train you on a model for writing irresistible headlines you're

giving the technology the thinking so the tech can do the doing and you go and irresistible headline has these five fundamental pieces beside each piece I'm going to give you some examples so you learn so I list them out

how many I say it's a number and then I go six tips seven reasons 11 mistakes right the who it's an audience for project managers for therapists for founders

the what is a noun so tips reasons mistakes lessons examples Etc the why is a reason or outcome so to get promoted to not lose your job to buy your first

house whatever the why is and then twist the knife two to three additional benefits or outcomes to attract your first five high ticket clients and move into your dream office okay and a really great

uh tip when you're writing uh complicated prompts like this is to ask AI do you understand and if you've written it correctly your

digital in turn goes yes I understand the assignment please give me and then sometimes it'll summarize you know but it'll be like please give me the topic what would you like me to write about

and so you go okay great I'm gonna give you the topic and the target audience and you will use this to write 10 irresistible headlines goes got it I'm understood and this is

what it spat back this is so cool to see so I give it the topic of ghost writing and I give it the audience of I want to reach underpaid burned out freelance writers who want to get started as

premium Ghost Rider for startup founders and you can see all the all the techniques that we just talked about inside all of these headlines seven proven ghostwriting techniques for

underpaid Freelancers two land high-paying startup founder clients how many seven the what ghost writing techniques The Who underpaid freelance

underpaid Freelancers the why land high paying startup founder clients right and then you could take it upon yourself to twist the knife and combine some of these and add more and add more

and add more so we wrote this prompt out for you you now have this and all you have to do is fill in the topic and the audience and it'll start writing irresistible headlines for you

I'd love to read all of these and I think that you can it's so such a helpful framework to say imagine the

alternative world of hey chatbt give me 10 headlines for Ghost Riders uh that I want to help become premium Ghost Riders rather than whatever it would have came back with something

completely different but when you can understand the thinking and it's why we save the chat gbt part for after giving you the thinking once you understand the thinking AI is now going to turn that

into a superpower it basically scales Frameworks that's how I'm starting to understand it right it does not do a good job coming up with its own it needs training but if you can provide it the

framework and the thinking it's going to do the executing far faster than you can yep exactly so yeah Cyrus I see in the chat you know had no idea you could train chat gbt like this yeah so this

was the big we did a chat gbt webinar if anyone here was uh on that uh like a month ago two months ago

um the whole idea here is that AI is not it's not a black box it's an intern it's a digital intern and just like if you hired an intern

your intern needs training right you don't just onboard the intern and then go hey with zero training please run my business right that that would be foolish so you

have to think of chatbt and these AI platforms as digital interns and your job is to take the thinking give it the thinking and then it does

the doing and so what's cool about you know you talk about the future of Education here and why sessions like these are so valuable is because you can go to people who have Frameworks

you go you learn the framework you get the thinking and then you take the thinking and you give it to your digital intern who does the doing and that is going to be the future of

Education so we ask everyone to please take the headline pledge I promise to consider all five irresistible pieces when I

write my headlines please no Wisps in the darkness please no marketing unlimiteds please please take the headline pledge and do not contaminate

the internet with more clever headlines yep that's right I'm not saying I promise in the chat in the chat

you can say I I promise I pledge I promise hand in my heart there we go okay yeah that I thought everyone fell asleep for a second there we go good good good I think their minds are just blown thinking of all the potential

things they could write with Chad GPT but yeah I think so good all right so that's just that's just the appetizer

okay I hope I hope everyone's you know take a deep breath because we got we got some more to crank through here so the next is the psychology of hooks so we're going to talk a little bit about what's

the difference between a headline and a hook what are like four different types of proven hooks that you can use over and over and over again and then how to use chat GPT to once again once you

learn what makes a great hook how can you train chat GPT on the hook all right so a really easy way of thinking about this is

a headline is a title and a hook is a movie trailer so when you watch a trailer for a movie what what's the what's a typical trailer

for a movie right they're like in a small town in Arkansas right and they tell you the beginning and then they hint at the end and the

end is like and no one had any idea that she would dun dun dun make it out alive coming to theater soon right that's what a movie trailer is so what is the movie trailer doing the movie trailer is

literally telling you the beginning and it's hinting at the end and you need a little bit of time to to paint that picture for the reader whereas a headline you can kind of paint

it but it's it's a much smaller space and so you can use these interchangeably but a hook think of it like the first 15 seconds the first 30 seconds it's like

how do you elongate the title so that you really draw the reader in forgot about this hook this is a good one thanks for pulling this example but

yes you can see how the hook is you're going to use similar elements and all the different things like you can you can see the elements of a headline in this hook right the exact number of

things who it's for what it's for ETC what they can expect to unlock because of it but you just have more room to kind of play around with it yep and so

one way that you can combine these is you can put them together and it's a headline hook so the headline Hook is you have a main title and a subtitle so

your main title would be heaven or 11 hiring tips for first-time founders but what are we missing we're missing the why

right so if we go back to our irresistible pieces we have the the majority of the pieces but we don't have the Y so what do we do we take the Y

and we put it in the subtitle so why should you read this because it's going to tell you how to recruit All-Stars avoid lawsuits and build a motivating team excuse me build a motivating team culture from day

one and so a way to think about headlines and hooks together is write a really long headline which

might even err on the side of a hook and then if you want to cram it together this is what you would do you would have some of the pieces in the main title and some of the pieces in the subtitle

easy enough so let's get into it how do you write irresistible Hooks and you'll see these hooks a lot on Twitter LinkedIn you'll hear them when you watch a tick tock

video like if you pay really close attention videos on Tick Tock and Instagram that go viral videos on YouTube that go viral they all start with a 15 to 30 second hook it's a scripted hook

that gets you engaged yeah dick you want to say something about that yeah if you want to practice this go on Tick Tock go on viral

platforms listen to what they say and then write out exactly what they're saying in that first five ten seconds and you'll see all these same Frameworks in action I've started to do that

recently with Mr Beast whenever he has a video hook I like I listen to it and I type it out I'm like wow I could see how this exact these words would go viral on Twitter they'd go viral on LinkedIn they

go viral on Tick Tock it's all the same just the medium changes yep and and what you will notice is that in those 15 to 30 seconds what the person's doing is

summarizing the journey to come that's what they're doing they're giving you a reason to watch because in those first 30 30 seconds 15 seconds when you're scrolling through Twitter and you

see uh the the top tweet of a thread for example you are in the consideration phase you are considering consuming this

right so when you click on a 15 minute YouTube video as you watch the first 15 or 30 seconds you are considering giving it your attention and in order to decide whether or not

this is worth your attention you need to know what is this thing going to give me what's this about what's in it for me and so the way that you nail a lead-in

or a hook is you have to summarize what they're going to get what is this about who is this for what will the reader get in exchange what's the beginning what's the end what are you giving the reader

what are you helping the reader save what's the ultimate transformation so Dicky maybe you want to break down this lead-in tweet sure so just from the beginning and I would actually do some

of this a little bit differently if I were rewriting this so it's good to look at it again but one of the most legendary marketers of all time colon if I was writing this over I'd add space to

get them to commit micro down the page and so this is kind of my framework for Hooks and if you go back to the journaling one you'll see it in the same way the whole goal of your Hook when you

have a little bit of room to play with is to get them to hop down to each thing and then leave an open loop right so one of the most legendary marketers of all time well now I gotta

know who that is David Oakley just like that I've read the second line and now I'm thinking okay I'm kind of micro committed and then in 1982 a little bit of a moment in time to kind of take them

on their take them on a journey now just like that they're into the story he wrote an internal memo to the employees of his advertising agency titled how to write okay now I know what this is talking about it's about his internal

memo it's got something to do with writing and then I tease the outcome in 10 bullets he put together a master class here's a breakdown of each one colon and it's basically like if you've

gotten to there you're going to keep reading and that's my whole way of engineering that from the very beginning and you might look at this from the outside and say you know it's just a bunch of words but there's very clear very clear

tactical reasons for structuring things like this yep and and the really important thing to note here little challenge question for everyone throw throw in the chat what you think your answer is

what is the most important part of this hook what what is the part that the reader wants if they click on this thread what does the reader want

the master class in just 10 bullets they want the 10 bullets they want the 10 bullets period end of story everything else is

gravy cherry on top gravy and cherries I don't know how good that would taste and and so all the reader wants all the reader wants is the 10 bullets

when you sit down to write a hook this is what you need to decide you need to decide what is the thing that I'm offering the reader

where they go I will click for that so when a reader sees this yeah David ogilvy's interesting yeah little story yeah yeah yeah what the reader is

clicking for is they go I want the 10 bullets so in your hook you need to know and decide what am I giving the reader right and that goes back to the what they're clicking for the 11 tips they're

clicking for the six templates they're clicking for the five case studies right all right okay let's look at the next one so let's get into some proven hooks

here and we're going to walk through why the hook works and then we're gonna show you the chat GPT template and again don't feel the need to write it down it's inside the bonus assets

so the first proven hook I love this one how things that don't go together do so how do you immediately get someone's attention

Nike Pokemon and James Patterson all have one thing in common it's almost like your brain when you see those three things side by side goes I I

haven't seen those things in a sentence together right it makes you stop it makes you go I don't get it and so what's cool about this is if you think about the niche that you're in

whatever topic you want to write about you always want to be asking how do I connect things that aren't normally connected

so for example like why can't I write a thread uh that starts with the hook you know why is garbage day

the best day to write something two things that don't go together right the day that they come pick up the garbage and writing you know or what does chat should be t

the Lord of the Rings manuscript and 97 1 FM the drive radio station all have in common right whenever you can take things that

you would never say in the same sentence and put them together the reader goes I haven't seen that before that's interesting and the more that you can do it around your Niche the better and so Anyone who reads Nathan's stuff Nathan

does all sorts of Storytelling breakdowns and so the reader goes oh this is interesting if I read this what you've done is you've connected three

two or three or four disconnected data points and now you're showing me something that I didn't know before you're giving me this recipe for Success that no one's ever pointed out to me before

and so how you would write this as a prompt is very similar to uh what we talked about with the original prompt which is I'm going to train you to become a hook writing machine

here's an example of what what a hook is and the type of hook and then I name the hook okay how things that don't go together do I copy in this tweet and then I go I'm going to give you the

industry you're going to give me 10 these types of uh hooks and then I give it some guidelines at the bottom specifically so I wrote this prompt out you have this for yourself

and look at what it what it what the output is yoga blueberries and Tony Robbins share one powerful Secret interesting I gave it I gave it the

industry uh Health and Wellness so spin classes avocados and Wim Hof's breathing techniques surprisingly intertwine you're like oh interesting or green

smoothies hit workouts and Deepak Chopra have a hidden connection right so this is a cool way of going all right how do I get the reader's attention and then how can I give them

something actionable out of uh that like weird I don't know why these three things are connected yeah and sometimes you're gonna have to get a little bit creative right I look

at these and I think I'm gonna have to stress my brain a little bit to find out exactly how to tie these things together but that's how if you're able to deliver on that think about how much that's

going to resonate with the reader so yeah I really like this one I think I think most people when they come up with an idea they go I don't know how to deliver on that and so I'm not gonna do

it and instead the question to ask is wow I have no idea how I'm going to deliver on that but I bet if I could figure it out a lot of people would read it right it's like you know if anyone has

seen Mr BEAST's most viral videos right Mr Beast doesn't go I did this crazy thing I guess I'll make a video about it he goes I bet if I go do this crazy

thing people will watch it so you come up with the idea and then you go now I gotta figure out how to do it yeah I love it I love it all right

what's the second hook okay second Hook is the untold story of unconventional success so anytime you can share it could be your story or it

could be a curated story so something that's you know this thing happened but most people don't know how or why so Craig had a at a hook we did 1.1 million

in sales in two days you know those probiotics we all take in 2014 we became the biggest seller in the USA using a little-known category secret here's the story

okay so amazing hook amazing movie trailer how do you not go well now I gotta know the story right and so the way that you do this

again chat HPT prompt is here's the type of Hook here's the rules here's an example go do something like that and I think the pro the industry I gave it was

YouTube ads and so look at some of these hooks we generated 10 million views in 48 hours ever heard of those viral YouTube ads in 2019 we became the top ad creators using

a sneaky psychological trick here's the story pretty awesome right so what's cool about this is you can use this and you could even ask chat

gbt you know like pull stories for this if you want to but the idea here is for for you to look at this and go oh maybe I have a version

of this like I like this structure but let me swap out the numbers for my own story but the hook the architecture of the hook stays there or you could write

this exact hook about someone else's stories that is an easy little unlock here is because chances are very few people on this call have done 1.1 million in sales in two days

but there are a lot of other people that you could go learn from and break down the story and provide a lot of value that way so I think that's just a little unlocked because my initial was like What if I haven't done that that means you need to go curate and borrow

credibility from someone else and then write their story yeah I mean imagine rewriting that first hook as Sarah Johnson generated 10 million views

in 48 hours ever heard of those viral YouTube ads in 2019 her her little known Ad Agency used a sneaky psychological trick here's the story

right so you just go apply it to someone else's story that's good I'd read that that's for sure yeah so that's that's a cool like proven one you want to think

about how you can use the next one Dickie I love this this thread of yours went massively viral is I did the hard work so you don't have to so what's really great about a hook like

this yeah it's about you know a proven Creator and there's a bunch of big numbers and everything but the real value of this Hook is in the sentence so I binge watched a hundred hours of his

videos to study how he's done it and here's his three-part framework so so what is the trade the reader goes I will give you three minutes of my life

but that's a pretty fair trade because Dickie you spent a hundred hours of your life and you're gonna give me the takeaway and I this one again was it goes back to

kind of the value of like how can you either make someone more money or make someone uh save someone time save someone money this is basically saying hey I've done a lot of work I'm Gonna Save You All This Time and I packaged it

up into a three-part framework for some outcome so it's worth staring at these and recognizing that I'm using the same exact headline techniques in

this but expanding it just a little bit yep and same thing here I'm swapping out the hook and I'm swapping out the example and then look at this I gave it the

prompt Fitness oh that's good and these are great the queen of Fitness Transformations Jillian Michaels in just 12 months she's helped over 10 000 people lose a combined total of a hundred thousand pounds so I endured her

toughest 90-day workout program to lean her learn her secrets and here's a five-step method to shed fat like crazy that anyone can follow that is an a 10

out of 10 hook that's a yeah wow hmm right so again all of these rules that that we're teaching it's like you can you should learn the thinking of it but

then the AI can easily do the doing wow that's really good that's really good isn't that wild those I mean you that's Plug and Play

because then you just go and do the research go take her 90-day Challenge and then write about it and then you're off to it yeah wow very good I can't wait to go play with these yeah and by I

just want to know for everyone so these prompts uh I built in uh chat gpt4 so if you put these prompts into chat GPT 3

you might get different outcomes so use them in four and then if you end up using them in three and you get different outcomes like you can play with the prompt and and get a different result but I just want everyone here to

know that I built these in four and then there's one more here which I love which is I spent the money so you don't have to so it's very similar to the one before it except instead of this

the person spending time they're spending money so Cole Gordon has this really viral thread I paid Patrick but David two hundred thousand dollars to consult me on my plan to create a

billion dollar company here's seven takeaways I learned okay so why does someone click on this because the logic in the person's brain is you just spent two hundred thousand dollars and got

seven takeaways and now you're gonna give me the seven takeaways for free sure that's a great trade I give you three minutes of my life you give me seven takeaways that cost you two hundred thousand dollars that's that's

the logic that's going through the reader's brain so anytime and you you can do this with any amount of money you could do the I spent 50 Grand on 10

different writing courses here's the biggest things here's my biggest takeaways here's the things I've learned right or I lost thirty thousand dollars building my company website

here's what I would do differently next time why because the reader goes ooh I don't want to lose thirty thousand dollars I'm just gonna give you three minutes of my time and I'm gonna avoid all of those mistakes

hmm and everyone here is sitting on some kind of I did X so you don't have to and I want to just drive that home is you can look at this and say what have

you done that most other people haven't done that you could simply share and distill your expertise to them like that's the overarching thing of

this this hook yep and so again same thing you know I would use these as ideas for yourself but you give it the prompt you give it the example and then here's just you just fill in your own

you know I invested 50k in a private mentorship with the world's leading freelance writing expert here five game changing strategies I learned to land consistent high-paying clients right you can just swap out the number swap out

the industry boom that hook works so it's worth use using these as their their idea generation machines but

you should do the idea generation inside a box and that's why these prompts are really helpful because you understand you know which hook am I trying to use what's the value to the reader

God we're flying we're flying all right drop in the chat which one of these are you most excited to write about I want to go do some more hard work so you don't have to once that one very much

excites me yeah number one number three number one things that don't go together number four three four this is Dicky this is making me realize

I have so many because from all like my ghost writing days I have so many of the untold story of unconventional success stories that I'm like oh I want to go do

a bunch of those yeah love it yeah instant virality and real quick just before we do our the last little section here post check

how zero out of ten is this helpful have you seen stuff like this before do you feel excited to go take this and and run with it um our goal is to remove as much

ambiguity as possible for you so you know we try and work hard on these prompts and really walking through and understanding okay so how do you leverage Ai and technology in these ways so okay good I'm glad everyone's feeling

good about it love it okay so let's wrap up with some Advanced copywriting Techniques and then we'll get into q a so these are once you've uh

done the thinking and once you've if you want to use chat GPT or AI to do the doing these Advanced copywriting Techniques are it's like think of you doing the

last 10 right so it's the you do the thinking up front you use technology to do 80 and then you clean up the last 10 20 some little stylistic choices things like that

and so to recap you have your irresistible headline checklist so how many the who the what the why and then twisting the knife so even if you use AI

or chat gbt you should whenever it gives you something you should kind of refer back to this checklist and go okay you know maybe maybe it forgot to get specific about the who or maybe I can

get more specific about the why maybe I can twist the knife so you still want to do that last 10 of tweaking the big idea here though is that true

copywriting is not really about writing it is about tapping into the reader's psychology that's why all the best both copywriters and writers like all the

best non-fiction writers are friends with all the top sales copywriters they all ask each other what do you think about naming my book and what do you think about because if you know how

to do copywriting at a very high level all other types of writing is really easy because copywriting is so about psychology and so some of these things we're going to walk through are very psych based it's like how do you get in

the reader's head and so the first tip is what's called The Whisper technique so this is where you have your main title

and then at the very end in parentheses you have some sort of additional whisper it's an additional credibility here's why you can trust me it's an additional

benefit additional problem okay so this first title 19 small but powerful writing tips that will immediately 10x your quality so there's something about it being

inside a parenthetical that makes the reader go oh it's like you're teasing the benefit right or you can put it in the middle of

the title eight really bad habits that we all do this we all do that drain our Focus right which just has a little bit more

tension than eight really bad habits that drain our Focus right you're calling the reader out you're like hey we all do this and then there's a one of the other ways

you can do this is by injecting the credibility into the whisper so you go you know the real reason Baby Boomers and Millennials don't see eye to eye written by a millennial so you're signaling to the reader here's

where this is coming from so if you're writing about entrepreneurship you're like written by an entrepreneur and this whisper technique is just a really cool way of getting in the

reader's head and and and it even as you read it it sounds like the writer is talking directly to you and that's what makes someone go oh wow this is like you wrote this for me I want to click I want

to read yeah and it feels like the rest of the headlines almost written for someone else and then they snuck in that part it was like I'm writing this just

for you so keep reading so it's very interesting to see it and I find when it works on me it first off it always works on me

second when I see it I'm like damn I it felt like that was directly to me so I love this technique this is like I think of all the advanced ones I use this all the time

and you can uh based on what you just said to Dickie I mean you could get that literal with it so imagine the first headline that's at 19 small but powerful writing tips

stay-at-home moms this is for you like if you name the audience in the whisper all of a sudden the person's

like what you're speaking directly to me right so I love this I love this technique I've used it for years it's it's really cool

okay technique number two is you always want to stress tangible benefits versus intangible benefits so tangible benefits are things that you can actually hold

and feel Okay so steal my blueprint to land two thousand dollars a month of freelance work in seven days okay you could actually hold

two thousand dollars in your hand right seven days you can actually live seven days right you can see it on your calendar you could hold it in a calendar

when someone says how to make more money more money isn't tangible I can hold two thousand dollars I can't hold more money

and so whenever you're thinking about what am I giving the reader what am I talking about you always want to err on the side of tangibles not intangibles

and so some some quick examples just to drive this home a lot because you'll see people list out intangibles all the time why because you have to think about the tangibles for a second it's a little

harder so intangible make more money tangible make two thousand dollars intangible fall in love tangible fall in love in your early 20s

and reduce your risk of getting divorced all right everyone can imagine themselves going through the pain of oh my gosh getting divorced would be really really

painful right have a fulfilling career have a career you are proud to talk about around the dinner table can everyone sit around the dinner table and imagine talking about a career that they

hate and how it feels in their body you can feel it it's tangible right get into real estate you can't hold get into real estate but you can

hold buy your first single family rental property I can hold that I can touch it I can feel it become a pro email marketer no increase your open rate of

emails by 78 percent I can see the 78 percent I can feel it in my convertkit sequence right so whenever possible you want

tangibles over intangibles this is the first time we've really talked about this framework too much but it's so painfully obvious once you see

it but without it you're you never recognize that you're far more likely to read the things that you could actually

feel I love it yep and not to mention everyone uses intangibles like how many times have you read an article that's just like how to make more money and live a happy life

so there's also uh how do you automatically differentiate yourself you just are you use more specific language you use tangibles instead of intangibles

the third this is for all our you know email writers here because we always get this question of what do you do yeah Katie exactly you could train

Chachi PT on the difference between the two so for emails is what do you do when you have a really long headline and what you do is you chop it in half

so the rewriting process is you always want to take the most important part of the headline and put that first so it fits in the subject line and then you want to take

everything else and put it in the sub head which is what appears like in that inbox preview so if you have a really long headline like 11 tips for digital writers who want to improve their formatting

techniques on Twitter without copy pasting saturated hooks that's a really great headline it's just going to get cut off in an email right so the the conclusion here isn't that's a bad headline it's a great

headline we just need to reformat it we just need to chop it in half and so you put the most important part on the front 11 formatting techniques for digital writers

and then you put the Y right and and what they're going to get out of it in the subtitle techniques on Twitter without copy pasting saturated hooks and so just think of it like splitting it down the middle

super relevant for anyone who writes emails primarily is the way to gather attention so very good uh fourth this is uh this is where you start getting into like really advanced

stuff but anytime you can leverage trending events but the Nuance here is ideally events that are about to increase or about to decrease people's

Financial livelihoods and so this is a email we used in one of our fomo pitch sequences in December I think it was before the January cohort

and the whole email sequence was all about a recession is coming and a that's true like we're not we're not just being outrageous like that's

true and the whole idea here is to educate people on it's not that you should sign up for ship 30 just to start writing it's that you should sign up for ship 30 start writing and build this

skill so that if you are affected by this thing happening in the world you have a way out and people don't want to consume information just for the sake of it

being interesting what I mean by that is a lot of that is so freely available on the internet right if you wanted to find something interesting that's really easy to find we have a gazillion platforms with a

gazillion pieces of content that are interesting how you really get someone's attention and how you start to move them from resonance over to profit is you have to speak to the thing that's

happening in the world and then bring it back to their specific situation so how is this thing happening in the world going to impact positively or negatively the person's ability to provide for

themselves and I can already tell you for our upcoming April ship 30 recession is going to be AI AI is happening will you be able to use

it to its full potential Etc yep yeah AI is happening and banks are collapsing should you should probably know about that you know and so yeah Advanced tip

is leverage trending events and bring it back to don't just say a recession's coming right don't just say the big event bring the big event back to the

person's individual life experience go this is how this big event is going to impact you and number five yeah fifth is basically the same thing but in the opposite

so right now everyone's talking about chat GPT so what's the easiest way to stand out forget chat GPT so this is where it gets kind of meta

but you can either take something that's trending and leverage it or you can see that everyone's talking about it and say the opposite so this is a I love this is a great headline that I

just kind of randomly stumbled across which is forget chat should be T here are nine I would have said nine other AI tools that will blow your mind as a creator right because why everyone's so used to

reading about one thing someone comes along and goes that's actually not the important thing shift your attention here elsewhere and so this is why headlines and hooks

are so much about tapping into people's psychology you know and getting them to understand okay I I I understand how you're consuming the world let me take what you're thinking and shift it in a

different direction and you can look at this whatever Niche or industry you're in apply this forget popular thing in this Niche here are

nine other things somewhat related that are actually worth talking about I like to just zoom out I always pretend like pretend I'm a a fitness coach or a

body builder or something like that like forget the keto diet these are the nine blanks that are actually help you do blank right

and by the way yeah Chris you just threw in the chat and this is where I think people get caught up is you know say that you love this topic well you can still use this technique right you could

literally for 10 days straight write about nothing but chat gbt and then on day 11 go forget Chachi PT here's nine other AI tools No One's Gonna like come after you it's just you want to

treat each piece individually because each piece individually is getting someone's attention individually well all right all right well we I feel like we just did a Sprint through

everything that concludes our headlines and hooks Master Class throw in the chat zero out of ten how are we feeling what was your biggest gold nugget walking away from this what's one thing

that you're you go okay that that was that was uh worth it for me I'm curious what everyone's takeaway is and then we'll get into some questions yeah time to train an intern that's

right I think we could do some stuff with chat gbt too yeah on using some of them love it cool yeah the whisper technique is a

huge a huge one going against the trend is a huge one um all right let's take some questions shall we awesome all right we'll do some questions and then of course you know if

this is only giving you more and more ideas uh feel free we'd love to have you in the next cohort um you can use this coupon code chatpt otherwise let's dig into some some

questions here thoughts on training it to sound like yourself Dicky you've done some experimenting with this yeah so I actually it was pretty limited with um

gpt3 but Chad gbt4 I think can take in a lot more so what I plan on doing is take my 100 most viral tweets uploading them and saying here's my voice

right like me and then I'll say can you describe my voice and that way it's able to say okay yes you write things like this or things like this or what do I talk about I plan

on doing a bulk upload in then asking it a bunch of questions what are my proven topics what should I talk about more that kind of thing yep yeah the the thing about voice and Dicky this is

totally something else we could dig into is that there's usually some very recognizable identifiers invoices you know there's certain words there's

certain cadences there's certain right and so a lot of times when people ask chat gbt to write in a certain voice they don't really know what it is

they're asking for and so something cool that we could create Dickie is like want to create this voice these are the attributes that you need to tell Chad

gbt to do I like that I like that um Michael tactical question do you have to train chat gbt every time you log on so whenever you give it think of each

window as like its own person and so if you give child gbt a prompt it's going to follow that prompt and that logic line linearly in that window and if you want to ask it something

totally different you should you're probably better off opening a new window nice what else we got um so Graham so Chaturbate writes very boring

conclusions what are your tricks for writing better conclusions so this is where the thinking aspect of AI is so important because it's very easy for someone to go that

conclusion is boring what's hard is knowing why it's boring right so whenever A good rule of thumb

we talked about this in our chatbt Workshop is whenever AI doesn't give you what you want it's not that AI isn't doing it right

it's that you aren't giving AI the right training and so whatever it is that you want it to do you should extract you know take it apart for a second and go it's

writing really boring conclusions if I was gonna write a really great conclusion what would I do and so make a make a little list for yourself you'd go I would summarize the

main points that I just covered I would end with a sentence that's motivational I would tell a quick story whatever your little checklist is and then you go into

Chad gbt and go I'm going to train you to write engaging conclusions here's what an engaging conclusion is it's this it's this it's this so that

this is the relationship that humans and AI are going to have is the AI is fine with doing the doing the human needs to sit for a second and

go what am I actually asking you to do nice what other questions we got I see some good ones here um what's the future of copywriters with

chat gbt and future Editions I don't think anything different they're still the best copywriters will learn to use it right I my simple framework with

AI and chat gbt is the more excited you are about it the less likely you are to be replaced by it yep and so you can either say everything's

an opportunity because now everyone has access to this versus questions of like I'm I'm concerned or things like that no I'm gonna always be on the everything's an opportunity I know it's going to

magnify whatever it is I'm doing yep yeah I mean so an easy way of thinking about this is

the the best copywriters on planet Earth have a team of Junior copywriters below them what does the head copywriter do the head copywriter comes up with the idea

and the rules and how to write it what is what is the team of Junior copywriters do they do the doing okay so if you're a really great copywriter do you need to hire a team of

Junior copywriters now no you've got AI to do the doing so all this technology is going to do is reward people who have Frameworks and

have unique ways of thinking you can create them yourself or you can go to things like this download Frameworks from other people and then you go use them right there should be a handful of people here who go thanks for the

framework and then they go build a business around it great you should that's the whole point so all the all of all AI is is just

leverage on your skill that's all what do you think about people using check GPT to create ghost riding businesses anyone who writes their content for someone else which atgbt

will be painfully obvious and they won't have the Frameworks to construct it so I do not think it's viable I think it can accelerate the parts of running a ghostwriting business or teaching people

to do that right now um that are menial or not just executing and not thinking but to say hey go write this Twitter thread for

this person just not going to work [Music] um is the premium version required for decent results no it's not but to be

perfectly honest I mean I think charge BT plus is like 20 bucks a month like I I honestly can't think of a more laughable price of anything

for any product on Earth right now like if there was ever anything to spend twenty dollars a month on it is this so I would just do that yeah yeah

um Calvin how can we use chadbt with your lean writing method so we that was what our whole uh Workshop was before Daniel maybe drop the link to that um in here if anyone wants to grab the

replay we have the recording and all the assets from that um Brandon so this question on have you learned anything so you don't get the

most basic and then the example is tips so here's here's the thing about these techniques is because they're everywhere

a lot of people assume it can't be that easy so it's like I want the more complicated version I don't want to do I don't want to give the reader 11 tips because I

everybody writes about tips but but the reality is no like they work for a reason and if you're speaking to a specific group of people

every individual group of people wants help in some way they want tips they want lessons they want mistakes they want case studies they want examples so I mean these prompts will change you

know I'm sure over time and for everyone here we're gonna keep playing with Chad gbt we're going to keep creating new prompts we're going to build a whole repository we're going to keep doing workshops and master classes like this so we're going

to keep sharing all of these as we continue to create them but a lot of the fundamentals are not going to change like there there's a reason why everyone uses them [Music]

what else um Chad gbt and AI be a core part of ship 30 maybe I I think we'll probably keep the focus on it on

more of the the learning the thinking because that's the if you don't learn that part then you don't know how to use AI like has everyone seen in their feeds a lot of people writing these threads

where it's like you know here's 11 chat gbt prompts to change your life or whatever and then you look at the prompts and it's like one sentence

and that's like that's like buying a Ferrari and driving it like five miles an hour right and and what it makes it what it

makes me realize is that a lot of people don't know how to use the technology because they don't know what they're asking for in the first place and so in order to know what to ask for

you need to understand the thinking and so so much of what we talk about is yeah look we can we can give you the answer but giving you the answer doesn't do anything you need to learn the thinking so that

you can go recreate the answer over and over and over again hmm um yeah Cyrus just a fun topic for us to get into so you think an authentic human voice will be more valuable and sought

after in the future this is going to be the hardest thing for people for writers to untrain is everyone thinks that because a human writes it it's going to automatically

come off as more authentic and more human and more valuable and that's just not true if you if you know the rules to give technology technology can recreate it

and that is going to be a very uncomfortable next 10 years for a lot of people and so you can either be on one of two

sides you can either be on the side that says no human beings will always be more authentic and more valuable than than technology or you can be on the side

that goes you know what I realize that there's some things that I do that are very high leverage and there's a lot of things I do that are not very high leverage and you know what I'm going to focus on doing the high leverage stuff and I'm going to let AI do everything

else and I'm going to increase my own leverage and standing power in the world and everyone else is going to argue about how the robots are taking over like you choose you know and not just directed at you but this is what

everyone's gonna have to go through you decide uh yeah the ability to understand that AI is going to be better at Being Human than humans will be

will be a tricky thing to navigate uh psychologically um so David the workflow for moving from Headline and hook into creating the content so one

um Daniel can you find uh my YouTube video about prepping the page maybe drop that in the chat that would be helpful but the biggest thing to keep in mind is

again why you should write the headline first is that the headline is what dictates the structure so in the headline if you promise eight mistakes the structure of your piece

should be mistake number one that's my first section mistake number two second section and so on and so forth if you promise five tips section number one tip number one section number two tip

number two whatever promise you're making in the headline that is what creates the structure for the writing and if you think about it that way it's really simple you come up with what you're giving the reader you outline the

piece based on the promise that you're making and then you fill in each piece one two three that's such a good video too we need to revisit that one

yeah it's really helpful um Jackie creating things with the help of Chad gbt who owns the rights this is going to be a a 10-year exploration for everybody yeah um nobody really knows I have some

friends that are already saying that their book publishers are are requiring them to not use chat gbt at all in the writing process which I think is ridiculous that's like schools trying to

ban chat gbt which would be like schools trying to ban Google 20 years ago it's just you're gonna watch everybody kind of kick and scream as this takes hold

and again you can either be you can either be on this on the side that goes I don't know and you just kind of wait or you could be on the side that goes I ask forgiveness not permission and you

just go for it yeah all I know is that being in copyright law is going to be a lucrative career over the next few years

trying to figure all that out yeah um it's not improving storytelling I know you've done quite a bit with this call yeah so again uh

the big question to ask is whatever you're asking chat should be t for what would you do and then whatever you would do tell

chatgpt to do that so when someone goes you know do you have tips for improving storytelling the first question is well what would you do to write a great story make that little

list give chatgpt that list but it totally depends on what what type of story that you want to write uh in the background as like a fun project I'm building

like a whole repository of World building props so when you go to like build a world inside like if you're writing a fantasy story or a mystery story or a fiction story or whatever it

is you have all these different attributes right so you have like what's the climate like what's the geography like what are the characters like what what are the items like what are the

what's the transportation like what are the holidays like what are you know like all these things that make the world a world and you can tell chat should be t I'm

writing this type of story these are the pieces that I need help give me examples of each piece and that I found to be a really

effective way of like building a world with Chad CPT as your researcher hmm I can't wait to read your book whatever you end up coming out with

that'll be cool um let's see here let's see oh that's a good one Sean I was actually playing with this today do you think engagement is best for sorting topic and

impressions are best for finding solid formats no I think engagement is purely a function of format like I would I would study engagement

for format and impressions as things for topics actually because an engagement is like you caught attention somehow and that will always

work whereas I think impressions are always going to be dictated by the size of whatever it is you wrote

I was literally earlier this morning sorting I put all of my tweets from the past two years in a spreadsheet and was playing around with like what were my

most engaged things from 17 000 tweets probably enough data to recognize how to turn those into templates at this point you know and so cool we can talk about

this one later but yeah yeah that's cool um this is an interesting question Sean what mental blocks do you think people

need to let go of to fully utilize chat GPT so I have a meta theory of what's going to happen with this technology is it's actually going to

make people significantly better managers and the reason is because in order to get chat GPT to do something well you

need to manage it you need to you need to work with it you need to give it feedback you need to train it and most people really struggle with that skill and most people don't

get a lot of opportunities to practice that skill it's like unless you find yourself in like a higher management position you don't really have many opportunities to practice that

and so I think the mental block for a lot of people with chat gbt is they open it up they ask it to do one thing tragic gives them a bad answer they get

frustrated and then they give up and I just want to point out that would be the equivalent of you hiring an intern the intern showing up day one you telling the intern

go do this thing with like no Direction you're just giving them one sentence of go do this the intern does it wrong and then you fire them

and that is going to be the the hurdle for people to get over with Chachi BT is like you can't get mad at your intern your intern is there to help you

right and so if the intern's not doing what you are asking it to you need to sit there with it you need to go what's confusing dick you pointed this out to me and I actually didn't realize it until you did but you could literally

ask chat gbt what it we I noticed that you gave me this answer and it was wrong because of X why did you do that and charge BT will answer you

so you need to treat it like a person and build a relationship with it yeah that's the biggest hack what could I provide you in this prompt that would give you better results here's what I'm

looking like this is just the overall chance GPD hand because if it gives you something correct one time and then incorrect another time tell it that it said hey earlier you said this now you said this what could I

tell you that would lead to a more predictable result in this way yeah very meta very meta

um this too this question of can you feed chbt examples so yeah with chaturbd4 you can feed in like 100 pages of text or something you can feed it

quite a bit but again I think this is so important is imagine you hired an intern and you give them an hour-long YouTube video

and you go turn this YouTube video into whatever or turn or or like you go here read this

the intern goes okay I've read it I don't know what you want me to do with it though right and that's what that is another mistake that people make with the

technology is they go to BT here's a hundred examples of great writing do it and charge BT goes I I read it but I don't understand what you're asking me for

which is why it's so important to again same thing if you were to hire an intern you go I want you to watch this video or I want you to read this text I want you to look for these five things

and then from those five things I want you to create this and the rules for creating this are one two three that's the level of detail that you need

to give your digital intern otherwise it's not going to know what you want it to do intern we have been granted an army of interns

that are all super skilled if we learn how to train them it's like my morning affirmation yeah exactly I am now the world's most

powerful leader I have infinite Talent at my disposal if I'm not utilizing it it's my fault infinite

infinite yeah Ben I mean do you need to tell people that you're using AI I don't I mean I think with stuff like this it's worth playing it out in other extreme

scenarios so oh I didn't know medium started asking that's that's interesting that's funny too uh per my personal answer is I I disagree like I don't I

don't think that you have to but I also think that [Music] um the goal of chat gbt and AI isn't for it to give you an answer and for you to use

a hundred percent of it you're the best way to use the AI is for for you to ask it very specific things and for it to do

uh the research for you so it's pulling information for you it's curating things for you it's doing all the most manual things for you

um yeah with which uh Alicia same same thing as like do social platforms recognize we we are in the wild pretend with AI pretend we're at the beginning of the internet

again the answer to a lot of these is we all have no idea like is some startup working on fingerprint technology right now to to figure out what is using Ai

and what isn't yeah probably you know our social platform is going to incorporate AI checks where it's if it's over 50 written by AI everyone knows maybe probably who knows but we're in

that Golden Era right now where there are no rules and you should just Sprint an experiment hmm oh that's cool yeah Keith all these same

things work for uh video as well they the people that really crush it on Tick Tock really crush it on YouTube they are writing everything out

they're writing everything out they're scripting out that first 30 seconds they it's copywriting in video and audio form um yeah Ben there aren't that many resources out there right now to be

honest but hence why if you have an interest in it you could easily or anyone here could easily create resources around AI but um yeah it's just a lot of trial and error like

everything we're sharing is just hours and hours of trial and error all right couple more questions three shots I wish chat gbt could

I don't know it's a good question I have a feeling oh go ahead go ahead I was gonna say I I wish I could just output slight like I don't know I wanted

to be able to Output into apps like answer I where this is all going is every app is going to have an AI communication layer

where it is going to just the the app is going to work via chat or via voice so it's like I want this and that happens like imagine looking at notion when you have like a bunch of kind of

things flipping around be like hey this is what I want just do this and then it spins it all together in the right way like every there's going to be

a chat interface for everything like Zoom hey when I when I start the meeting record do this do this do this and I tell it to its AI interface and then all

that happens right away like that's where the future is headed for sure yeah which by the way is the single greatest pitch for why writing is going to become

the most valuable skill set on Earth if it wasn't already it is if everything can be created by text or Voice who holds the most power

people who know how to write exactly what they're looking for right so yeah totally agree um Brandon yeah that's a funny way to

reword it but yeah so you it depends on what you're writing about so should the AI write your nine tips mistakes Etc or should you be generating as much of that as possible

as yourself so here's a good example say one topic is seven steps to setting up your first convertkit sequence and

your other topic is seven hard lessons first time Founders learn when building a SAS company the first one is a bit more subjective or objective

right the first one is like what are the seven steps for setting up a convertkit sequence well they're probably the same seven steps for everybody the second one

is a little more subjective so with AI it's like what you should recognize when you find yourself creating something that's very tutorial based or very

objective or very there's some very clear answers AI is going to be really good at quickly curating those whereas when you're trying to write something that's more

subjective or more your opinion it's better to do that thinking yourself and then tell chat gbt here's where I need help filling in examples most annoying

um Chaturbate is not great at remembering things yet like in Long sequences like I have some windows where I have like dozens and dozens and dozens of

iterations and it it still isn't great at like truly learning from its mistakes um it seems more like fixed mental models and like you have to figure out

the prompt to get the the answer and then you can iterate from there but I imagine over time this thing's gonna get crazy smart

yeah and it's only going to get better only going to get better um yeah and like how much time should you spend

playing with chat gbt I mean it's like you know it's like 2014 and you just heard of this thing called cryptocurrencies right so how much time should you spend

well what it's up to you you know there's always a new trend and there's always a new industry if you find it fascinating I encouraged you know you to dig into it and see what happens

yeah so quick pulse check anyone gonna take all of this and go all right I'm gonna double down on internalizing the thinking and internalize all these Frameworks and gonna join us in the next

ship 30 cohort it's kicking off April 2nd um awesome would love to have you yeah this is going to be a lot of fun

um we might throw some chat GPT goodies in there and bonuses for some people um and again like the biggest thing whether it's it's uh ship 30 or something else

this this is the whole point of Education now like you should go to people that you want to learn from and go I'm going to download your way of thinking I'm going to download your

Frameworks and then I'm going to put them into technology that is what makes you powerful that is what gives you leverage and so whether it's us or whether it's someone else

that you like learning from or someone else that you follow or whatever your goal should be how do I acquire as many Frameworks as I can and then put that inside technology so

that I am giving the tech the thinking to go do the doing um I leave every one of these like with an utter urge to clear my entire schedule

for a month and just keep putting these into practice Serge question how much time weekly it's about an hour per day hour per day during the cohort that's our goal

if you have any questions there's tons of people in here that you could reach out to search yeah not not a lot um Ben my uh my investment in chat

should be T right now has been like Saturday late afternoons or like you know Sunday mornings and I'll play with it for two or three hours and just it's just again anything you want to learn

about just just spend some time tinkering away with it see what happens boom all right y'all

well we all have some stuff to to do here with all the things we just learned I I think for me I want to go write some viral hooks using those hook templates

badly love it yeah this is awesome well thanks everyone for making the time uh this this has been an awesome master class we

we try and do one of these a quarter so if you found this helpful and looking forward to doing more of these um yeah we're probably gonna do about one of these a quarter so we'll always let you know via email and things like

that but thanks everyone for making the time I know it's a big investment and I hope to read all of your writing there we go all right y'all have a great weekend and we will see you back here soon

have a good one