Ethical theft?
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How do you ethical steal from your competitors? Like this. Yesterday I talked about how a lot of new digital marketing is churning out variants and testing liek mad, right? Good news is, that stuff has never been easier thanks to AI. But, honestly, you can't let AI do this for you as it doesn't understand the difference between...
Here's what I mean, taken from the new social system I'm testing. I said to AI, "hey, look at this post from [x], it's getting views 5X larger than their follower count, we should test something similar". AI immediately jumped into writing me a script that switched out like 10% of the words to make it "appropriate" for my audience. That would hit me with a wonderful case of copyright infringement. Honestly, I shouldn't be surprised that AI doesn't care about copyright... What I have been doing instead of this is to... Step 1 - Look at competitors to find popular archetypes I spent an afternoon scrolling Instagram accounts on direct and indirect competitors to identify what kind of posts they are finding that do well. Step 2 - Record, organise, and rank them Keep the examples in a sheet somewhere and organise them. It won't be long before you can see the archetypes emerge, and then you can start ranking them across things like potential, effort, cost etc. For me, I found that 2 archetypes kept popping up.
Step 3 - Recreate your own on those formats Don't rip them off word for word. Build your own using the concept. For example, I saw someone doing a ranking email marketing for ecom brands posts. He's doing a tonne and they get good engagement for him. He hooked people with the brand and a ranking, then explained why it had that ranking, and a few lines on what he'd improve/why, before the CTA. I just took that format and applied my growth strategy knowledge to it. Now I have ranking videos about growth startegy going out with my own expertise and approach baked in. Step 4 - Batch produce Sit down and produce as many as you can in a single sitting. Helps you get the feel for it, saves time, and gives you lead time on the next load you have to do. After this, it's just a case of keeping it going, monitoring results, and adapting to new trends. You can automate parts of this with AI, mainly the sourcing of these posts and some social listening for trends. But the creation side has to be with you. I've been sharing more about building this in GM+, if you're interested in learning more for your business, check it out here. Speak soon, Pete "Tea Leaf" Boyle |