Something massive is happening that will impact your business like nothing else. A huge opportunity is unfolding: ChatGPT is experimenting with ads in their free subscription tier.
Remember when Google launched their ad platform? For about two years, you could win clients for pennies. Then Facebook did the same thing - so many eyeballs, no advertisers. For about two years, you could pick up unlimited amounts of clients for a fraction of the cost of any other advertising platform.
This opportunity is bigger because ChatGPT has three things baked into the platform that Google and Facebook just wish they had: unbelievable amounts of data, memory, and intelligence.
Here's what that means: ChatGPT might know you've been struggling with a business challenge for the last seven and a half months - and now you need a business coach. It might know you had a newborn baby three years ago - and now you need a kids' birthday party. It might know you're thinking about launching a podcast - and here's a list of all the products and services that go alongside that launch.
It also knows exactly how to talk to you in your tone of voice, in your way of thinking, about how to influence you toward the right decision. All of that means this could be better than any advertising platform that has ever come before.
Do not have a fixed marketing budget while this thing's scaling up. A fixed marketing budget is where you say, "Our business can spend $50,000 on marketing for the year, and we'll break that into chunks."
Better than a fixed marketing budget is called an allowable cost per lead or allowable cost per sale. This is where you calculate at an individual sale level how much you can spend generating leads or sales.
Let's say a typical sale is $25,000 and you're comfortable spending $400 on advertising and sales commission. Now you know you can spend $400 per sale. It doesn't matter how many sales - you can simply scale up. So long as you're winning customers for less than the allowable cost per lead or sale, you can keep scaling.
Get really clear: What are you willing to spend to win a customer? Now your marketing budget is an infinite marketing budget, so long as you stay below those numbers. And I promise you - you're going to win customers for a fraction of your allowable cost per sale.
This fundamental has not changed in the last 25-plus years: Hook, Value Proposition, Credibility, Call to Action. These four fundamentals make every ad work. This worked 25 years ago. It worked 25 minutes ago.
1. Hook - One sentence that captures people's attention. Any hook that relates to the pain people are experiencing, the prize they want, or the process to get the prize is evergreen.
For example, for a fitness trainer: "Are you frustrated that you're not losing weight despite going to the gym three times a week?" Powerful hook. "Would you like to get into the best shape of your life even though you're busier at work than ever before?" Really powerful hook.
Pain, prize, or process - those hooks are almost evergreen.
2. Value Proposition - Tell people what they will get if they continue to engage with you.
"We help business owners scale their business by hiring sales teams. We're really good at recruiting, training, and managing salespeople." That's a value proposition. "We get businesses to launch podcasts. We can do the research, scripting, and booking of guests." That's a value proposition.
3. Credibility - This could be your numbers: how long you've been in business, how many clients you've worked with, the cumulative value of your work. It could also be awards, qualifications, or independent certifications.
If you're just starting out, you can quote academic research that relates to what you do. You could have expert testimonials or third-party references where people recommend you.
4. Call to Action - Ask people to do something different than what they're currently doing. They're already in an amazing, powerful platform - ChatGPT. They already trust that platform. Why are they going to shift their attention from ChatGPT to whatever you've got? It has to be a level up. It has to be a progression.
CTA #1: Talk to a Human - "It looks like you've got a business challenge. The difference between us and ChatGPT is that we've lived through that experience and we can talk you through it human to human." Encourage people: "You've got a ChatGPT response. Now it's time to talk to a human."
CTA #2: Custom GPT - A custom GPT is where you let people know you've used AI in a customized way to solve this particular problem. For example: "It looks like you want to write a book. We've created a custom AI experience around planning, preparing, and publishing your book. Come across to bookmagic.ai - a special AI system for writing books."
CTA #3: Social Commerce - In-app purchasing that all the other platforms have had huge success with. All platforms don't want you to leave. They've been able to build buttons where you simply buy something in the platform without leaving. That's Sam Altman's preferred option - he won't want you to leave ChatGPT. Think about buying a ticket to an event, a product or service, a first consultation - whatever people can just click and buy.
ChatGPT is incredibly powerful, but it's not a human. It has no lived experiences. Your experiences are valuable. Your history, your background - that's what differentiates you.
People don't really care about business brands anymore. Social media was never built to amplify business brands. Social media was built to amplify personal brands. The more you create personal branded content on social media, the more ChatGPT will happily send people to it and notify people about it.
Personal brand ads massively outperform business brand ads. If you say the exact same thing as a person who represents a business, you will massively outperform any ad that is just a faceless business.
You may not love being a personal brand, but it's a powerful asset. One of your competitors is going to use this, and I promise you - they're going to win. Do not disadvantage yourself.
Every single week, 800 million people are going onto ChatGPT asking questions and sharing about themselves. 95% of those people are currently on the free subscription - that's 760 million people per week. It's 2.5 billion messages a day that you're going to have the opportunity to advertise on.
80% of those 2.5 billion conversations are about education, advice, doing research, or drafting communications. All of that gives unbelievably rich data as to what that person is trying to get done. These are going to be the red-hot leads your business couldn't even dream of.
The size of this opportunity is massive. In the next one to two years, we could change the direction of your entire future.
StoryKafe is a dynamic online hub for storytelling, empowering creators to share meaningful, user-generated content across topics like business, technology, health, education, and beyond - turning stories into impactful conversations.
