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Hey! Welcome back.
In part three of our Master Class, we're going to demonstrate how generative artificial intelligence tools like Jasper can help you generate infinite headlines for your sales emails. Jasper is very similar to ChatGPT3, which you have probably heard about over the past couple of months. You can apply a lot of the tactics we describe here with Jasper for ChatGPT3, but at the time of this writing, we found Jasper's Content Brief a bit simpler to use to get the best results.
Also, one thing to know about all of these different generative AI tools is that they've been "trained" in different ways. Meaning each of them are going to have their own quirks and rules which will determine the quality of the results you get.
For example, with Jasper, that company worked with one of America's best copywriters, Jon Benson, in training their output concerning sales letters. Something we'll get to later in this post. This means that ChatGPT3 could produce high performing sales letters it's found on the Internet. But Jasper's system is a bit more fine tuned to produce things like this for you, because it follows the rules and training shared with Jasper by Benson.
So, think of it like each of the generative AIs out there, ChatGPT3, Jasper, ect., all went to college to learn the same thing, but had different teachers.
We want to stress: You should ALWAYS ALWAYS ALWAYS double and triple check what ANY of these AI tools create for you. They are ALL incredibly bad at fact checking, for example. And in more than a few instances, they'll just lie and make up their own facts and statements.
So make sure you fact check any and all statements generated from any of these tools.
Ok. Let's pick up where we left off last week ...
The most important part of Jasper is the Content Brief section. If you want to use Jasper to create headlines for you, you’ll need to tell it how many you want, what the topic is, what the niche is, and who the audience is for those headlines. You can see me doing this in the screen shot here
Once you’ve filled out the creative brief, you can issue Jasper a command. This is a lot of fun, but you have to be careful. Jasper only has the context you provide it, so you want to be as detailed as possible with your brief.
The commands for Jasper (if you’re using Boss Mode, which is one of the paid tiers) can be written like you’re writing for a human. In the above example, I wrote at the top of the document: “Jasper, write 20 headlines about webinars geared toward readers in the B2B SAAS space who work as CMOs. The headlines should explain how Webinars can become conversion machines for their business.”
Note: There’s a Surfer SEO integration within Jasper that will help you find and gauge how high performing a Keyword can be in terms of search volume, but that’s beyond the scope of this class. All you need to know here is that I wanted Webinars in the keyword section (under the brief) so that Jasper knows to place the word early in the headline, which it did so fabulously.
Now all you need to do is press Command + Return (as just an example. This is what you press on a mac. It’s different for PC users.) Jasper will begin to give you headlines. But it won’t give you all 20. Just keep hitting Command Return until you get your 20.
Jasper has two different modes. The previous example was in Focus Mode, which is the default mode. There is also a Power Mode with all sorts of plug and play templates, but we honestly prefer the process demonstrated here to create headlines.
One last thing on Jasper: The more you enter information in your content, the “smarter” it will get in terms of the headlines it produces for you.
So, for example, after it gives you 20 headlines, you can start writing more information about your prospect and your webinars, and then give it the same command again to write headlines. This will produce better results.
But like with anything involving Artificial Intelligence, it’s not as intelligent as we’d like it to be. So make sure you read over whatever Jasper gives you carefully. Sometimes, you absolutely will get gibberish.
Think of it like this: If you throw a ball for your dog, your dog is going to know to run and retrieve the ball. Unless you have my dog, in which case she’ll want you to chase after her once she puts the ball in her mouth. Jasper is like my dog. Sometimes she’ll respond the way you want, and other times she’ll just do her own thing. So be patient. Read the support documentation, and watch the educational videos Jasper puts out to really learn the ins and outs of their system.
Ok. Let’s take a breather here with our shortest step. This one is very important but also very simple.
Your goal is to avoid the Promotions Tab in Gmail at all costs.
There is a very simple way to do this, but a lot of marketing departments won’t like it.
That’s because we basically want you to throw out all the expensive graphics and templates you’re using and send plain text emails to your prospects with riveting headlines and email copy that is less than 250 words.That … Doesn’t leave a whole lot of room for flashiness, you know?
Save the flashy stuff for your website.
If you want to jazz up your emails, you can use ONE gif or better still, a link to an unlisted YouTube video that can act as a personalized VSL. A Video Sales Letter. I’ll tell you how to write one of those in a moment.
But first, here’s a short list of things you can do to avoid that Promotions Tab in Gmail:
Before moving on, let’s take a moment to discuss how to create a simple video sales letter.
We could easily do a whole second master class on VSLs, but for now, I’m going to give you the very basic framework presented by Jon Benson, the inventor of the VSL, to follow.
I’ve made a slight tweak to Jon’s formula by giving you an idea of how long each section of the video should be.
And just to be clear, you don’t need professional equipment to make a VSL. You can make a great one, right now, just by using your smartphone.
All you need to do is record a brief (no more than 2 minutes) video that follows each of these steps:
We'll see you next week for part four of our Master Class! We hope you're enjoying this series so far. If you have any suggestions for future topics you'd like to see us cover in greater detail, email me at BJMendelson@CirrusInsight.com