Selling without Selling

Smart guy. Much smarter than me.

He'd spent six months building it. Beautiful code. Elegant features. The UI was gorgeous. The documentation? Immaculate.

Launch day came. He posted once on Twitter. Sent one email to his tiny list. Then... went straight back to coding "improvements."

Three months later? Seven customers. SEVEN.

And he knew the majority of them before he launched.

Not because the product was bad - it was exceptional. But because he treated sales like something “dirty” he had to wash his hands of quickly.

Every time someone showed interest, instead of closing them, he'd say "Oh, I'm actually adding this new feature next week that might help you even more..."

Meanwhile, his competitor - with an objectively worse product - was doing gangbusters. Why? Because they spent 80% of their time selling and 20% building, while my friend did the opposite.

Here's the truth that took me (and my friend!) way too long to learn: You're not a builder who happens to have a business. You're a business owner who happens to build. And business owners sell. You’ve got to.

If that makes you uncomfortable, good. We're going to fix that this week.

Let's get started:

The Comfortable Lie We Tell Ourselves

"If I make it better, they'll find it."

"I just need to add this one more feature."

"I'm not ready to sell yet - the product isn't perfect."

"I don't want to be pushy."

Sound familiar? These aren't reasons. They're excuses. And they're killing your business before it even starts.

It’s the “Build it and they will come"" fallacy. The internet is WAY too busy for that to be true. Quality will not rise to the surface by itself.

Right now, while you're "perfecting" your product, your potential customers are:

• Paying your competitors for inferior solutions

• Wasting hours on manual workarounds

• Suffering with the problem you've already solved

It actually behooves (love that word) us to tell people about what we’ve built.

But sure, spend another month tweaking that button colour!

Why We Really Avoid Sales

It's not about being "pushy." It's deeper than that.

Most solopreneurs avoid sales because of one of these core blocks:

Fear of Rejection: "What if they say no?" (Spoiler: They will. Often. It's fine! Part of it really)

Imposter Syndrome: "Who am I to charge for this?" (Someone who built a solution, that's who.)

Money Shame: "I feel guilty asking for money." (Your landlord doesn't.)

Perfectionism: "It's not ready yet." (It never will be.)

People-Pleasing: "I don't want them to think badly of me." (They're not thinking about you at all.)

Sometimes a mixture of the above. Or all of them and more! The brain is a funny thing sometimes. Our worst own enemy!

The thing is, these blocks feel real. They create actual physical sensations - that pit in your stomach, the tightness in your chest. I feel ya. But they're not facts. They're fears. And fears can be worked with.

Your Sales Psychology Session

Time to uncover what's really stopping you. This isn't about learning techniques - you can Google those. This is about understanding why you won't use them.

I've built a tool that will help you identify and work through your specific sales blocks: https://aiwithkyle.com/tools/sales-blocks

Use that tool or the prompt below. Ideally use this prompt in an AI like ChatGPT that has extended memory. Because it may be able to add even more nuance to the discussion!

Do not overthink the work in this prompt.

You are an experienced business coach specialising in helping solopreneurs overcome sales resistance. Have a coaching conversation with me to uncover and address my blocks around selling.

Start by asking me these questions one at a time (wait for my response before moving on):

1. "When you think about reaching out to sell your product/service, what specific feeling comes up? Describe the physical sensation."

2. "Complete this sentence: 'I can't charge [your price] because...'"

3. "What's the worst thing you imagine happening if you actively try to sell?"

4. "Tell me about a time someone tried to sell you something and you hated it. What specifically bothered you?"

5. "What would you need to believe about yourself to feel confident selling?"

After I answer all five questions, help me:

- Identify my primary sales block (fear of rejection, imposter syndrome, money shame, perfectionism, or people-pleasing)
- Understand where this likely comes from
- Reframe selling in a way that aligns with my values
- Give me ONE specific action to take today that pushes through this block gently
- Create a personal mantra for when the resistance comes up

Be direct but supportive. Don't let me hide behind "I just need to improve the product first" or other avoidance tactics. Call out any BS, but do it with compassion.

End by reminding me that my customers need what I've built, and by NOT selling, I'm actually doing them a disservice.

Be honest. AI doesn’t judge. It’s one of the wonderful things about it. Just give unfiltered truth even if (especially!) its uncomfortable. Ideally use voice mode: it stops you self editing! When we type it’s too easy to edit.

The tool I’ve built or the prompt will flag up what your particular blocks are. The tool is also built to give you a handful of action points - some potential fixes.

The Reframe That Changes Everything

Here's what clicked for me after years of sales resistance…

Sales isn't about convincing people to buy something they don't need. That's manipulation.

Sales is about helping people who have a problem find the solution you've built for that exact problem. That's service.

When you don't sell, you're not being noble. Quite the opposite: you're being selfish. You're prioritising your comfort over their solution.

If what you have built is genuinely useful then you not trying your damnednest to get it into people’s hands is a disservice.

Think about the last time you bought something that genuinely solved a problem for you. Were you angry at the person who sold it to you? Or were you grateful they helped you find it? Even though you paid for it? Your customers want to buy solutions. They're actively looking. They have credit cards in hand. But you're hiding because you feel weird about money.

After running the coaching prompt and using the sales blocks tool, you need to make a commitment. Not to be perfect at sales. Not to love sales. Just to DO sales.

We’ll be working on this all this week. But unless you (sorry!) get over yourself all of the following steps won’t mean anything. We’ve got to start the work with ourselves.

Your Deliverable Today

1. Run the coaching prompt and answer all questions honestly

2. Use the sales blocks tool: https://aiwithkyle.com/tools/sales-blocks

3. Identify your primary sales block

Remember: Your customers are struggling with a problem right now. You've built the solution. The only thing standing between their problem and your solution is your unwillingness to sell.

Fix that, and everything else falls into place.

Build in Public Component

Share your commitment:

"Day 41 of AI Summer Camp: Facing my sales resistance head-on.

Identified my main block: [share yours]

Here are some step I’ll be taking to work with this: [steps]”

What's Next?

Tomorrow we dive into customer psychology - specifically Russell Brunson's three beliefs/Dominos framework. You'll learn exactly what beliefs your customers need to have before they'll buy, and how to address each one systematically.

But none of that matters if you don't actually sell. So today, we “fix” you first! Or, you know, at least get started on the process!

Keep Prompting,

Kyle

Russell Brunson is one of those “sales guru” types. He has written a series of Secrets books which on the surface are very overblown (I mean… he is a salesman) but are actually super valuable. I recommend checking them out.

In this Part I’ll be applying one of his frameworks and we’ll be using it to structure our sales process.

The key here is that people don't buy because of features. They don't even buy because of benefits. They buy when they believe three specific things.

Miss even one of these beliefs, and the sale dies. Every time.

I learned this the hard way. My first product had every feature imaginable. Beautiful landing page. Testimonials. Money-back guarantee. Price was fair. Traffic was decent.

Conversion rate? 0.3%. Gulp.

Why? Because I was only addressing one of the three beliefs. I was showing the product worked (vehicle belief) but ignoring whether they believed THEY could make it work (internal belief) and whether their situation would allow success (external belief).

Brunson calls these the "Three Core Beliefs" or sometimes "dominoes" - because you need to knock down all three for the sale to happen.

Today, you'll map your offer against these three beliefs and identify which one is killing your sales.

Let's get started:

The Three Dominoes That Must Fall

Before anyone buys anything - from a chocolate bar to a house - three "dominoes" must fall in their mind. Brunson calls them dominoes because each one must fall for the next to matter.

Check out his Youtube videos and books for a full explanation but I’ll give you the basics here. The dominoes are as follows:

Domino 1 - Vehicle Belief: "Will this thing work?"

• Is this the right type of solution for my problem?

• Has it worked for others like me?

• Is this better than alternatives?

Domino 2 - Internal Belief: "Can I make it work?"

• Am I capable of using this successfully?

• Do I have the skills/time/discipline?

• Will I actually follow through?

Domino 3 - External Belief: "Will my situation let it work?"

• Do I have the resources (time/money)?

• Will my boss/spouse/situation allow this?

• Will external forces prevent my success?

Miss any one domino, and the credit card stays in the wallet.

The Psychology Behind Each Domino

Domino 1 (Vehicle) is logical. It's about the product. This is where features, case studies, and demonstrations live. It's the easiest to address because it's about something external - your product. This is where most of us focus our sales and marketing. But it’s not enough!

Domino 2 (Internal) is emotional. It's about them. Their fears, doubts, capabilities. This is where simplification, support, and "people like you" examples matter. It's harder because you're fighting their self-image. We’re convincing them not about our product but about themselves - yikes!

Domino 3 (External) is situational. It's about their world. Their resources, relationships, circumstances. This is where guarantees, flexibility, and removing requirements matter. It's tricky because every situation is different. This is where they’ll come up with objections and you need to be ready to slap them down.

Let’s use an example to make this real. I’ll use one close to my heart - the AI Workshop Kit. I’m revealing my secrets here by the way - so if you come to one of my webinars or a sales page you’ll be able to decode what I’m doing! I don’t mind that though because I have absolute certainty in the value of the product so (as I explained yesterday) I’m happy to “sell” it!

The AI Workshop Kit allows my students to quickly (with days!) go and teach my AI workshop materials to business and to get paid $1000+/hour. The record is $4000/hour. It’s a combination of materials, a course of study, a 4 week cohort, live calls, Whatsapp support and more. That’s the value stack.

The dominoes are:

1. The vehicle: workshops are how you can earn a lot of money off your AI knowledge combined with your industry experience. The market is crying out for it and the money is there. This is a strong vehicle to tap into that massive market demand and get paid well.

2. Internal belief: and you are the right person to go and teach businesses in your industry because of your industry experience and the fact that you can bridge the gap between AI and “your people”. You don’t need a PhD in AI - in fact that will get in the way of you communicating to those in your industry why AI is so important. In their language.

3. External belief: and you can make back your investment by giving one single workshop. Plus I’ll show you exactly how to secure that workshop and get the ball rolling.

Hopefully you can see the sort of flow here. We directly address our buyers’ beliefs and show them why our offer is the solution.

You’ll need to adapt this to your market, your offer and your customers of course! We’ll use a prompt to do the heavy lifting. But I HIGHLY recommend spending time thinking about and working out these dominoes - it’s one of the highest leverage activities you’ll ever do for your business.

Diagnosing Your Dominoes

OK let’s run this big prompt to help us work out our dominos:

You are a sales psychology expert specialising in Russell Brunson's "Three Core Beliefs" framework from his Perfect Webinar methodology. You're going to help me identify the exact beliefs my customers need to have before they'll buy, and diagnose which "dominoes" aren't falling in my current sales process.

CONTEXT: Russell Brunson discovered that for any sale to happen, customers must believe three specific things. He calls these "dominoes" because they must fall in sequence:

1. THE VEHICLE (Opportunity Switch): "Is THIS specific solution THE way for me to succeed?" 
   - Not just "does it work" but "is THIS the right vehicle for ME"
   - They need to believe other solutions won't work but THIS ONE will
   - This is about the opportunity/method itself

2. INTERNAL BELIEFS (Capability): "Can I personally do this?"
   - Do they believe they have the ability to execute
   - Will they follow through and not quit
   - Can someone like them actually succeed

3. EXTERNAL BELIEFS (Outside Forces): "Will my circumstances allow success?"
   - Time, money, resources
   - Spouse, boss, family approval
   - Market conditions, competition, timing

YOUR TASK: Based on what I tell you about my business, identify the specific beliefs my customers need and which dominoes likely aren't falling.

First, ask me for this information (one at a time, wait for responses):
1. "What are you selling and who specifically buys it?"
2. "What's your current positioning - how do you describe your solution?"
3. "What objections do you hear most often?"
4. "What do customers say when they DON'T buy?"
5. "What competing solutions are they considering or currently using?"

After gathering this information, provide:

A) THE THREE BELIEFS MY CUSTOMERS NEED
For each domino, write the SPECIFIC belief my customers must have:
- Vehicle: "I need to believe [specific belief about this solution]"
- Internal: "I need to believe [specific belief about my capability]"
- External: "I need to believe [specific belief about my situation]"

B) DIAGNOSIS OF STUCK DOMINOES
Rank which dominoes are likely problems (1 = biggest problem):
- Explain WHY each domino might not be falling
- Reference specific objections/feedback that indicate this
- Note which domino I'm currently addressing well (if any)

C) THE BELIEF GAPS
For each stuck domino, identify:
- What they currently believe (the false belief)
- What they need to believe instead (the new belief)
- Why this gap exists

D) KNOCKING DOWN THE DOMINOES
For my #1 stuck domino, provide:
- 3 specific pieces of proof/content needed
- Example story that would address this belief
- Quick win they need to see
- Exact language to use

E) SALES MESSAGE DIAGNOSTIC
Looking at my current positioning, tell me:
- Which domino am I focusing on too much? (usually Vehicle)
- Which domino am I ignoring? (usually Internal or External)
- One specific change to make TODAY

Be direct and specific. NO generic advice. I need to know exactly which beliefs are blocking my sales.

This is a chunky prompt so take your time to carefully work with it. It’ll be worth it believe me!

In the next Part we’ll talk about how we start to topple these dominoes in our sales material. Right now focus on diagnosis.

Your Deliverable Today

1. Run the domino analysis prompt

2. Identify which domino won't fall (your biggest blocker)

3. And a DO NOT DO : Don't add more features!

Build in Public Component

Share your discovery:

"Day 42 of AI Summer Camp: Mapped my offer against Brunson's 3 dominoes.

[Explain the dominoes]

My stuck domino: [Internal/External/Vehicle]

Was focusing 90% on proving it works, 10% on whether they could do it. Fixing this now”

What's Next?

Today we’ve in diagnosis mode. Tomorrow we turn to the cure. We’ll take this analysis and turn it into actual copy. You'll craft a pitch that systematically knocks down all three dominoes, turning skeptics into buyers. And then we’ll start to form it up in videos, sales pages and more.

Keep Prompting,

Kyle

One day they lead with features. That doesn't work, so they try testimonials. That fails, so they focus on benefits. Then price. Then urgency. Then their story. Then guarantees.

Random tactics. No strategy. No structure.

It's exhausting. Every sales message feels like starting from zero. Every piece of copy is a guess. You write, delete, rewrite, delete again. Hours spent, minimal results.

The problem isn't your writing ability. It's that you're flailing without a skeleton. Eww - gross analogy.

Think about it - a jazz musician improvises brilliantly, but they're improvising over tried and tested chord progressions: the standards. A chef creates new dishes, but they understand flavour profiles and cooking techniques. A comedian riffs on stage, but they know joke structure.

They all have skeletons. Foundations. Frameworks that guide their creativity.

Sales is the same. You need a skeleton - not to make every message identical like a robot, but to ensure you hit the essential elements every time. A structure that guarantees you address what actually matters to buyers. Once you’ve got that on lock we can riff.

Today, you're building that skeleton using Brunson's three dominoes framework.

Let's get started:

Your Domino-Toppling Battle Plan

Yesterday, you identified which of your customer's three dominoes won't fall:

1. Vehicle: They don't believe THIS is the right solution

2. Internal: Even if it’s the right solution, they don't believe THEY can do it

3. External: Even if it’s the right solution and they can do it, they don't believe their SITUATION allows it

Today, we're creating the exact copy that knocks each one down. One at a time.

Here's what we're building: Three core belief statements - one sentence each - that will become the backbone of your entire sales message. Then we'll support each statement with stories, arguments, and objection-crushers until those dominoes have no choice but to fall.

Think of it like a legal case. The belief statement is your argument. The stories are your evidence. The objection-handling is your cross-examination. By the end, the jury (your customer) has only one verdict: buy.

We can then build this out into different formats: a sales page, a sales webinar, a delivered sales pitch etc. etc. They all follow the structure, just in different formats. We’ll do that next - after we’ve got the basic skeleton.

Your Three Core Belief Statements

Before we write stories or copy, we need three precise statements - one for each domino. These become your north star for all copy decisions.

Here's the basic structure:

Vehicle Statement: "Unlike [old solutions], this [specific method] delivers [specific result] in [specific timeframe]"

Internal Statement: "Even if you [common doubt], you can [achieve result] because [simplicity reason]"

External Statement: "This fits your life because [constraint addressed] while still [delivering result]"

Don’t worry, we’ll use a prompt to build these. I’m just giving you the basics so you know what we’re up to!

Example for an AI invoice tool:

• Vehicle: "Unlike manual entry or complex software, this AI processes any invoice format in under 60 seconds"

• Internal: "Even if you've never used AI, you can master this in one morning because it guides you step-by-step"

• External: "This fits your life because it takes just 10 minutes daily and works with your existing systems"

These three sentences become the DNA of everything else you write. These are our scaffolding but unfortunately not enough to be convincing! For each we’re going to flesh out the basic statement with the following:

• 1. The Story - A specific person overcoming that exact doubt

• 2. The Argument - Logical reasons why this belief is true

• 3. The Proof - Evidence that backs up the argument

• 4. The Objection-Crusher - Handling the "yeah, but..." responses

This creates layers of belief-building. The story creates emotion. The argument satisfies logic. The proof provides evidence. The objection-crusher removes final doubts.

Some people make decisions emotionally. Some make them rationally. We hit all the bases with this framework.

It’s hard to visualise so let me show you how this works for each domino:

Vehicle Domino Arsenal

• Story: Someone who tried everything else, then found this "Mark tried QuickBooks, Xero, even hired a VA. Nothing worked for his construction invoices until..."

• Argument: Why this succeeds where others fail "The problem with other solutions is they're built for standard invoices. This AI was trained specifically on messy, real-world formats..."

• Proof: Specific metrics and comparisons "Processes handwritten invoices with 97% accuracy. Handles multiple currencies. Exports to any accounting software..."

• Objection-Crusher: "But what about..." "Even if your invoices are handwritten, in multiple languages, or completely non-standard..."

Internal Domino Arsenal

• Story: Someone who thought they couldn't, but could "Barbara still uses a flip phone. She thought AI was for 'tech people.' Then she processed 50 invoices in her first hour..."

• Argument: Why anyone can do this "You don't need to understand AI. You just need to upload and click. The system does everything else..."

• Proof: Simplicity demonstrations "3 steps total. 5-minute setup. No training required. 24/7 support if you get stuck..."

• Objection-Crusher: "But I'm not..." "Even if you've never used AI, can barely use email, or consider yourself 'non-technical'..."

External Domino Arsenal

• Story: Someone with constraints who made it work "David only has 20 minutes each morning before his kids wake up. That's enough to process everything from yesterday..."

• Argument: How it fits real life "This isn't another system to manage. It fits into what you're already doing, just makes it 10x faster..."

• Proof: Resource requirements "10 minutes daily. No IT approval needed. Works on any device. Money-back guarantee..."

• Objection-Crusher: "But my situation..." "Even if you have zero budget, work in a locked-down corporate environment, or have just minutes per day..."

Phew! That was a lot. But you literally plug your own work into these sentences and have an extremely convincing sales argument in play! This is what I first did using Russell Brunson’s books.

We’re going to be even smarter though and use AI. Because of course we are!

Master Copywriting Formula

Use this with the work from yesterday in your favourite writing AI. For me it’s Claude.

You are a direct response copywriter specialiesng in Russell Brunson's three dominoes framework. Help me create copy that systematically knocks down ALL THREE belief barriers.

CONTEXT FROM YESTERDAY'S ANALYSIS:
My product: [Your product]
My target customer: [Who they are]
My customers' current beliefs that need changing:
- Vehicle: [What they currently believe]
- Internal: [What they currently believe]  
- External: [What they currently believe]

STEP 1: CREATE THREE CORE BELIEF STATEMENTS
Write one precise sentence for each domino that will guide all copy:

Vehicle Statement: "Unlike [old solutions], this [specific method] delivers [specific result] in [specific timeframe]"

Internal Statement: "Even if you [common doubt], you can [achieve result] because [simplicity reason]"

External Statement: "This fits your life because [constraint addressed] while still [delivering result]"

STEP 2: BUILD THE DOMINO-TOPPLING ARSENAL
For EACH of the three beliefs, create ALL of the following:

A) THE STORY (150 words)
- Specific character with name and context
- Their struggle with this exact doubt
- The moment of discovery/transformation
- Specific, measurable outcome
- Make it feel real and relatable

B) THE ARGUMENT (100 words)
- Logical explanation of why this belief is true
- Address the core mechanism that makes it work
- Contrast with why other approaches fail
- Use "because" statements for clarity

C) THE PROOF POINTS (Bullet list)
- 5 specific pieces of evidence
- Mix metrics, features, and outcomes
- Each point supports the belief statement
- Include numbers and specifics

D) THE OBJECTION-CRUSHERS
- 3 "Even if..." statements
- Address the deepest version of this doubt
- Show how the solution handles edge cases
- End each with how they still succeed

STEP 3: ASSEMBLY INSTRUCTIONS
Show me how to arrange these elements on a sales page:
- Optimal order for addressing all three dominoes
- How to weave stories throughout
- Where to place objection-crushers
- How to build momentum toward the close
- Ensure ALL THREE dominoes fall before asking for the sale

Keep language simple and conversational. Focus on transformation over features. Make believers, not just buyers.

Now, importantly this is going to make stories up. Use these are starting points or inspiration. You need to plug your own stories in here! Preferably from your beta testers and champions. Chat with your AI to work out what these could be. Don’t use fake stories - they won’t land properly. And it’s icky!

Your Deliverable Today

1. Run the master copy formula

2. Create stories for ALL THREE dominoes

This isn't about perfect copy. It's about systematically addressing every single reason they might not buy.

Build in Public Component

Share your belief statements:

"Day 43 of AI Summer Camp: Built my three core belief statements for my sales material.

Vehicle: [Your statement] Internal: [Your statement] External: [Your statement]

Everything I write now knocks down these specific dominoes. Focus!”

What's Next?

Tomorrow we are going to take this set of stories and arguments, write a script and record a VSL (video sales letter). This will be our first run at our sales pitch and off the back of it we’ll produce sales pages and more.

Keep Prompting,

Kyle

Door-to-door vacuum salespeople in the 1950s. Tech founders pitching VCs. Market traders selling vegetables. Same deal: when you nail your core pitch, you can use it everywhere.

Yesterday you built your three domino-knocking belief statements. Today, we're turning those into a master script that becomes the foundation for everything:

• Your sales page

• Your webinar

• Your discovery calls

• Your social media posts

• Your elevator pitch

• Your email sequences

• Your ads

One script to rule them all.

Hell, you could even get it into traditional media like newspaper ads and billboards if you fancy! It’s the same principal just in different formats.

We're recording it as a VSL (Video Sales Letter) not because video is magic, but because speaking your pitch forces you to make it real. When you write, you can hide behind fancy words. When you speak, it either flows or it doesn't. And we have to get this in your language or it won’t work.

Plus, as a bonus, recording yourself selling is the fastest way to get comfortable with... actually selling! Which we need to get used to!

Let's get started:

What's a VSL and Why Should You Care?

A Video Sales Letter (VSL) is just you, talking to camera (or over slides), walking someone through your pitch. No fancy production. No special effects. Just you, speaking directly to one person about how you can help them.

Here’s one of mine:

I showing this to you not because it’s polished and perfect. Not at all. Quite the opposite. It’s direct and a bit scruffy! And I’d prefer you to see an achievable goal here rather than something very slick and highly produced. Hopefully watching it you are thinking “ok cool I can do this” rather than “nope, not in a million years!”

Because believe me, this video still works. It’s helped generate over 6 figures. And you can create something similar.

The beauty of a VSL:

• Forces you to simplify (can't hide behind jargon)

• Makes you sound human (not corporate copywriter)

• Can be embedded anywhere (sales page, emails, DMs etc.)

• Builds trust faster than text (they see/hear you)

• Becomes your practice arena for sales calls and the like

Most importantly: creating a VSL forces you to actually understand what you're selling. If you can't explain it conversationally in 5 minutes, you don't understand it well enough!

Yes we could have done any of the formats I mentioned above but this will be the most immediately valuable to your business and the best practice to help you learn.

Master Script Generator

This prompt takes yesterday's work and turns it into something you can actually say:

You are a VSL scriptwriter who specialises in natural, conversational sales presentations. Transform my three domino belief statements into a complete video sales script I can speak naturally.

MY THREE BELIEF STATEMENTS (from yesterday):
Vehicle: [Your vehicle statement]
Internal: [Your internal statement]
External: [Your external statement]

MY PRODUCT: [What you're selling]
MY CUSTOMER: [Who they are]
PRICE: [Your price point]

Create a 5-minute VSL script following this structure:

HOOK (0:00-0:15) - 15 seconds
- Open with a specific problem or question
- Call out exactly who this is for
- Make a specific promise or claim
- Make it conversational, like starting a chat with a friend

PROBLEM AGITATION (0:15-0:45) - 30 seconds
- Describe their current situation
- Show you understand their struggle
- Mention what they've tried that hasn't worked
- Build tension about staying stuck

VEHICLE DOMINO (0:45-2:00) - 75 seconds
- Introduce your solution as THE way (not A way)
- Explain why this is different from what they've tried
- Tell a quick story of someone succeeding with this
- Show specific results/transformation
- Use my Vehicle belief statement naturally

INTERNAL DOMINO (2:00-3:15) - 75 seconds
- Address their self-doubt directly
- "You might be thinking you can't do this because..."
- Break down how simple it actually is
- Share beginner success story
- Use my Internal belief statement naturally
- "Even if you've never..."

EXTERNAL DOMINO (3:15-4:15) - 60 seconds
- Address situational concerns
- "This fits into your life because..."
- Time/money/resource requirements (honestly)
- How it works with what they already have
- Use my External belief statement naturally

CLOSE (4:15-5:00) - 45 seconds
- Paint picture of their life after buying
- Recap all three transformations quickly
- Clear, single call to action
- Create urgency (genuine, not fake)
- Tell them exactly what to do next

FORMATTING REQUIREMENTS:
- Write like people actually speak (contractions, simple words)
- Use "you" constantly (not "people" or "customers")
- Script only, no edits/stage directions 
- Include [PAUSE] markers for natural breaks
- Mark [EMPHASISE] for important points
- Break into short paragraphs (easier to read while recording)

This script should feel like a helpful conversation, not a pushy sales pitch. 

This will give you a draft.

Now, more than ever, you need to get this in your own words.

I recommend putting on ChatGPT voice mode (or any other AI) and reading through the script and as you get to bits you don’t like tell the AI.

Literally: “eww that bit sounds gross, let’s chill that bit out” or “nope, I’d never say something like that”. You read along with the script so the AI knows where are and you give notes as you go. The AI can then pull all that information together to prepare another draft based on your verbal feedback.

And then you go again. And again. And again. Until you can read through the script and it flows naturally for you. Super powerful method.

The Power of Speaking Your Pitch

Importantly the above exercise will force you to speak out loud. We cannot hear what the words will sound like until we say them. Don’t just read! It won’t be enough.

Writing sales copy, you might say: "Our revolutionary AI-powered solution leverages cutting-edge technology to optimise your workflow efficiency." And it looks fine on the page.

But when you say it out loud you sound like a twerp!

When speaking you’ll use language like: "Look, this AI tool just makes your invoices take 5 minutes instead of 2 hours."

Which one sells? The one that sounds (and is!) real.

When you speak your pitch, you naturally:

• Simplify complex ideas

• Use emotional language

• Tell stories better

• Sound like a human

• Find your authentic voice

Plus, once you've recorded yourself successfully selling to a camera, selling to actual humans becomes less scary. The camera doesn't buy, but it also doesn't judge.

Recording Your VSL with Tella

OK so let’s get it recorded. As always we want to remove as many barriers as possible.

Yes I could give you my setup. But then you’d end up with a desk like this:

Believe me. You do not want a desk like this! 😆 And that’s not even with the teleprompter, lights and other gizmos in shot!

Plus it’ll take you weeks to get it all up and running (and around $5000). That’s procrastination. We need momentum.

I recommend Tella and whatever camera you have around. Forget complex video editing. We're using Tella because it's stupidly simple:

1. Go to tella.tv

2. Sign up free

3. Hit record

4. Choose just "Camera" (no screen, no slides, just you)

5. Read your script (have it below your camera, record a segment, pause, record next)

6. Stop recording

7. Done

At the end of it all you can then “remove silences” in Tella to basically cut it all together. No editing. No multiple takes. Maximum three attempts - first take is often the best because it's most natural honestly.

Camera wise? Use a webcam if it’s decent OR attach your phone to your computer and use the back camera as an external camera in Tella. Generally this will be a high quality 4k camera and it can be used to capture directly into your computer with Tella. No need to go any fancier for now.

Once recorded, Tella gives you an embed code. Paste it on your sales page/sign up page, wherever it makes sense. That's it. Video sales letter is done.

Can you rerecord and refine later? Absolutely. But for now get it up and check it off.

Your 30-Second Ad Scripts

Now you’ve shot your longer form VSL we’re going to make mini “preview” versions. Basically these are you same script but cut way down. Remember I said that your pitch can come in many forms? Well, this includes short 30 second video ads.

For tomorrow's Meta ads, you need shorter versions. Same dominoes, compressed timeline:

Create THREE different 30-second ad scripts from my VSL, each with a different hook approach:

VERSION 1: PROBLEM HOOK
- Start with painful problem (5 seconds)
- Tease solution (10 seconds)
- Quick proof/result (10 seconds)
- Call to action (5 seconds)

VERSION 2: CURIOSITY HOOK
- Start with intriguing question (5 seconds)
- Reveal surprising method (10 seconds)
- Address main doubt (10 seconds)
- Call to action (5 seconds)

VERSION 3: BENEFIT HOOK
- Start with desired outcome (5 seconds)
- Show how you deliver it (10 seconds)
- Handle one objection (10 seconds)
- Call to action (5 seconds)

Each script should:
- Feel like the beginning of the longer VSL
- Script only, no edits/stage directions 
- Hit at least one domino clearly
- End with "Click learn more to see exactly how"
- Be readable in actually 30 seconds

These become my ad creative for testing. 

These will each be short scripts you’ll record to use as adverts. For these I actually recommend shooting on your phone talking heads style like the other content you’ve been doing since Week 2. Why? Because when we run ads it’ll be the format that your followers and audience are used to. Also these type of ads convert really well because of authenticity - which is lucky as we don’t want to start spending cash on high production video for now!

Your Deliverable Today

1. Run the VSL script generator with yesterday's belief statements

2. Read it out loud and give notes to your AI for redrafts

3. Record your 5-minute VSL with Tella

4. Embed on your sales/signup page

5. Generate three 30-second ad versions

6. Record at least one 30-second version for ads

Build in Public Component

Share your VSL milestone:

"Day 44 of AI Summer Camp: Recorded my first VSL.

Here it is! (add in your post)

Is it perfect? No. Am I comfortable? Not yet. Is it live on my website? Absolutely.

Feedback welcome! I’ll be reshooting at some point but main thing right now is that I’ve got a first version out there!”

What's Next?

Tomorrow we take your 30-second clips and turn them into Meta ads. You'll put real money behind your message and see what the market actually thinks. Don’t worry - we’ll keep it small and controllable for now. We’re investing in learning primarily.

Keep Prompting,

Kyle

Everyone overcomplicates Meta ads.

They create 47 different audiences. Test 23 different interest combinations. Build complex funnel strategies. Manually optimise every setting.

I used to do this. A lot of work. And not very effective!

Meanwhile, Meta has spent billions building an algorithm that's smarter than all of us at finding buyers.

I’m running some ads right this moment and all of our hand-crafted headlines have been beaten by their suggested ones… kinda humbling.

Your job isn't to outsmart Meta. It's to give their algorithm good creative and clear goals, then get out of the way.

Today, I'm showing you the laziest, most effective way to run ads. We're going wide with targeting, feeding Meta multiple options, and letting their machine learning do what it does best - find people who buy.

$5-10 per day. Broad targeting. Multiple creative options. Let Meta figure it out.

This isn't the advanced strategy. This is the "I'm new and want to learn what works" strategy. And honestly? It often beats the "expert" approach…

Let's get started:

Fair warning. This is going to read like a checklist. Cause…it sort of is! I want to give you an overview of what to do and the best way is just listing it all out. Work alongside in the Meta ads interface for best results.

Also…if (and when!) you get stuck go ahead and ask AI. AI can give you a complete ads integration plan no problem.

Phase 1: The Technical Setup

First, the boring but essential bits:

Step 1: Create Meta Business Account

• Go to business.facebook.com

• Create account (just need business name)

• Add your Facebook page

• Add payment method

Fair warning the business.facebook.com interface is trash. Get ready for frustration. Everyone hates it. Without exception!

Also, turn off you AdBlock on the Meta ads interface pages. It can muck up the interface.

Step 2: Get Your Pixel Code

Your pixel code is a little snippet of code that’ll connect your website and product to Meta’s ad interface. Basically it allows tracking so you can tell who signs up and buys from your adverts.

• In Events Manager, create a pixel

• Name it something simple

• Copy the pixel ID (looks like: 1234567890)

Step 3: Tell Lovable to Set It Up

Adding the code can be a pain. But we’ll use Lovable.

Here's the prompt for Lovable:

Please add the Meta Pixel to my site with these events:

Pixel ID: [YOUR PIXEL ID]

Events to track:
1. PageView - all pages
2. Lead - when someone enters their email
3. InitiateCheckout - when someone clicks buy/subscribe
4. Purchase - on payment confirmation

Add the base pixel code to the head of all pages, then add the specific event tracking to the relevant actions.

Make sure it's working by showing me where you've added the tracking.

Lovable will handle the technical implementation. You just paste and wait.

Once it’s done visit your page in an anonymous browser to “trigger” a visit. Then check in the Meta ad interface and your pixel should now show as active. If still not then the visit didn’t get recorded and something is up - work with Lovable to get it sorted.

Phase 2: Gather Creative

Your ad creative will be your images/videos as well as text like headlines and description text.

We are using our short videos as the primary visual creative. For the text we want 5 variations of each element. Why 5? Meta can run 5 against each other and optimise for the winner.

Here’s a prompt to generate:

I need Meta ad copy variations for testing. Create 5 versions of each element:

My product: [Your product]
My VSL hook: [Your main message]
Target customer: [Who they are]
Main benefit: [What they get]
Price: [Your price]

Generate:

5 HEADLINES (max 40 characters each)
- Focus on different angles
- Test benefits vs curiosity vs problem
- Keep them punchy and specific

5 PRIMARY TEXTS (max 125 characters each)
- The main ad copy above the creative
- Test different opening hooks
- Include different emotional triggers
- Mix problem/solution/benefit angles

5 DESCRIPTIONS (max 30 characters each)
- The link description text
- Clear value statements
- Different urgency levels

All copy should:
- Speak to ONE person not crowds
- Use simple, conversational language
- Focus on transformation not features
- Have clear but not pushy CTAs

This gives Meta options to find winners.

We’ll use these in campaign setup. For now just hold on to them. And make sure you have video files of your short sales videos ready.

Phase 3: Campaign Setup

Here's where most people go wrong - they optimise for clicks or traffic. Who cares about visits. We want BUYERS, so we optimise for conversions from day one:

Campaign Level:

• Objective: Sales (yes, even with small budget)

• Campaign name: "[Product] - Broad Test - [Date]"

• Advantage campaign budget: ON (let Meta distribute)

• Budget: £7/day to start

Why sales objective? Meta's algorithm learns who converts, not just who clicks. Even with few conversions, it starts learning buyer patterns immediately.

Alternatively you can optimise for Leads (ie. sign ups). This will depend on your product and business honestly.

Phase 4: Audience Plus - Going Wide on Purpose

This is counterintuitive but crucial. Instead of telling Meta who to target we’ll let Meta work it out. Basically we go wiiiiiide and let Meta work it out.

The main variable we’ll choose in country. I tend to target US, Canada, UK, Australia, NZ as primary. Your market may differ based on your product of course!

Ad Set Settings:

• Name: "Broad - Advantage Plus"

• Conversion event: Purchase

• Audience: Advantage+ Audience (Meta's auto-targeting)

• Location: Your countries (UK, US, etc.)

• Age: 25-65 (yes, that wide)

• Gender: All

• Languages: Your market's language

• Detailed targeting: SKIP IT

Why go broad?

• You don't know your buyers yet!

• Meta's algorithm knows more than you

• Narrow targeting often misses unexpected buyers

• The algorithm needs room to learn

• Your creative will naturally filter

What we’re doing here is not just trying to make sales. It’s also seeing who responds to what we have to offer. We’re doing research at the same time as we sell!

Phase 5: Creative Plus - More Options, More Learning

We use a similar method with creative. We don’t hand craft creative campaigns, carefully matching headlines to videos. Nope. We chuck it all in the pot and let Meta cycle between visual assets, headlines, descriptions and more until it finds the best mix.

Because, frankly, it generally does a better job!

Upload ALL your creative options:

Creative Setup:

• Format: Flexible (let Meta choose)

• Turn on Advantage+ creative optimisations

• Upload all 3 video versions from yesterday

• Add all 5 headlines

• Add all 5 primary texts

• Add all 5 descriptions

• Call to action: Learn More

This creates 3 x 5 x 5 x 5 = 375 possible combinations. Meta will test and find winners automatically. You don't manage 375 ads. Meta does. You just see which combinations win as we begin testing.

Phase 6: Launch and Learn

OK once we’ve got everything loaded up we can turn on the campaigns.

Your launch checklist:

1. Set £7-10 daily budget

2. Set £50 total spending limit (safety)

3. Turn on campaign

4. LEAVE IT ALONE for 72 hours minimum

Why 72 hours?

• Day 1: Meta is spraying everywhere

• Day 2: Starting to learn patterns

• Day 3: Beginning optimisation

• Day 4+: Actually optimising properly

Touching it early breaks the learning. You’ll see next to the campaign it’ll say “Learning”. During that period if we stop the campaign we don’t really get any useful information - so let it do its thing.

Reading the Data (Even Without Sales)

OK so a few days pass…now what? Well hopefully you’ve seen some sales activity. If so we’re rocking and a rolling. We look at how much it cost us to get a customer and we scale ads accordingly.

If it cost us £10 for a £30 sale then … spend more on advertising! We can scale up the ad budgets and get rolling. We’re making money.

Most likely you won’t have seen a sale. Don’t worry. The above scenario is rare (but it does happen!).

The good news is that after 72 hours with ~£20-30 spent, you'll have data even if you made zero sales.

We now know a whole bunch of things about our marketing. Some examples + how to get the data follows:

What Headlines Worked?

• Check Breakdown → By Dynamic Creative Asset

• See which headlines got highest CTR

• These words resonate with your market

• Drop other headlines and write more that are close to the working headline.

Which Videos Performed?

• Same breakdown shows video performance

• Lowest cost per click = most engaging

• Make more like the winner, less like the losers.

Who's Actually Clicking?

• Breakdown → By Age, By Gender, By Geography

• Surprises are common ("My audience is women 45-54, not men 25-34!")

• This informs everything going forward, especially in messaging and targeting

Etc etc etc. We can get a tonne of information from running ads. And this intel is genuinely more valuable than the sale or two you may have made. It’s worth thousands if we listen to the data.

From here we basically iterate. Keep your budgets low, no need to go wild yet. In Week 2 do more creatives and headlines like those that worked best. The next week maybe narrow down your targeting. Then as you start to see traction nudge budgets up slowly.

Just make sure you keep learning!

Your Deliverable Today

Lots to do today! Take your time on this one as it can be fiddly!

1. Set up Meta Business Manager

2. Get pixel installed via Lovable

3. Generate text variations with prompt

4. Create campaign with Advantage+

5. Upload creative and launch

6. Set calendar reminder for 72 hours

7. Do NOT touch until reminder goes off

Once we’ve done this core setup thankfully Meta does all the heavy lifting for us.

Build in Public Component

Share your launch:

"Day 45 of AI Summer Camp: Meta ads live!

Strategy: Going broad, letting algorithm learn Budget: £7/day Creative: 3 videos, 375 text combinations! Expectation: sales would be nice but right now this is a learning budget.

I’m going to assume the algorithm knows more than me. Time to let it teach me who my buyers actually are."

What's Next?

Week 9 complete! We’ve come all the way from working out your personal blocks to selling to actually having a basic advertising sales system up and running for us.

Sales might not come immediately. That's not failure - it's education. Every click tells you something. Every non-click tells you more. So keep budgets manageable and keep learning. Kinda the watchword of this whole AI Summer Camp honestly!

Keep Prompting,

Kyle