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L – Latest News

Meta goes all in: Zuckerberg bets on AI and metaverse to reverse Q4 revenue slump

Zuckerberg is going all in on AI and the metaverse. Will the bet pay off or will he lose his shirt?

Google launched its AI chatbot tool “Bard” in an attempt to rival OpenAI’s ChatGPT

I would never bet against Google. Hell, they invested $300 million in OpenAI and OpenAI uses the language model Google developed to train ChatGTP. All the same…. They need a big play to keep up to speed with ChatGTP and Microsoft. Here’s what they are planning. 

Oh NO….Google AI chatbot Bard gets answer wrong in promo video… Not the start they were looking for…

Chat A.I. is not an all seeing Oracle. It’s a language model. It predicts the next string of words after being fed a previous string of words. It doesn’t know anything. But still Google should really have fact checked this promo video – Blushes all round…. and 9% wiped off its stock valuation.

Revitalizing social media with Artifact – A personalized newsfeed that revolutionizes discussions!

Like TikTok but for text. Not exactly the groundbreaking start up I would have expected from the founders of Instagram. And yet, here we are. Think of it like an algorithmic news feed. The longer you spend reading an article the more articles like that you are shown. There are some similar apps in Asia which have gone mainstream. It will be interesting to see how this plays out.

A – A.I. For Growth

Get your course content written faster and more effectively with ChatSonic!

ChatSonic is the ultimate AI writing assistant for course creators. Forget manual writing; ChatSonic can create content that’s witty, irreverent and funny, all while producing high-quality content in no time. So why not trust the robotic writing masters and let ChatSonic do your writing for you? It’ll be a hoot – and you know it!

Make your courses unforgettable with VoiceQ’s AI-driven technology! 

VoiceQ is the perfect tool for course creators who want to make their content stand out from the crowd. With its easy to use AI-driven technology, VoiceQ can help you add a unique and humorous spin to your content that will delight learners and make your courses truly unforgettable.

The ultimate solution for busy course creators who want their content to soar to the top of search engine rankings 

Say goodbye to tedious keyword research and hello to Mai Tais on the beach while your optimized content brings in the millions. Why use Surfer SEO? Cause let’s be real, who wants to spend hours combing through keyword data when you could be sipping Mai Tais on a beach with a laptop, making millions with content that’s optimized to the max thanks to Surfer SEO.

U – Uplevel Ads

This week’s Facebook ad deep dive is for Stu McClaren’s Plan It Build It webinar funnel.

It’s great to see an evergreen webinar funnel in the wild. Unfortunately, this endangered species has almost been driven to extinction. Let’s hope Stu can bring it back from the brink.

Inspiration for your ads:


  • At just 73 words, this ad is short and to the point – Still classified as medium-form ad copy, but just about!
  • Shorter ads work better for people who are further along their problem-solution path. 
  • If you are retargeting, using Lookalike audiences, or have a very defined audience, medium-form ad copy converts well.
  • If you are targeting broader audiences who do not know you as well, you need more words to build trust, connect with their pain points and convince them that you can solve their problem.
  • Everyone likes to feel like they are in the “know”. The opening hook captures attention by creating curiosity.
  • “Psst… Let me let you in on a little secret.” This is a line you use as the opening hook for any ad.  
  • Again we can see the AIDA approach to ad writing in play.
  • “Big changes coming” triggers interest – what are the changes, and what will I miss out on if I don’t prepare for them.
  • This is followed by the Desire – “i’ll share what they are… tips to stay relevant and help people get better results.
  • Rounded out with the CTA – Save your seat.
  • It’s always a good idea to include a link to your landing page in the ad copy itself. In fact, we always aim for two links.

What we’d test:

  • There are lots of areas for testing with this ad.
  • The primary promise of the webinar could be stronger.
  • Our optimization process always starts with the primary promise or offer.
  • You can’t “out-market” a poor offer. Even if that offer is giving something away for free.
  • People don’t want to “stay relevant” They want to grow their business, they want to make more money, they want to have a greater impact.
  • People don’t want tips. They want proven strategies, processes, or case studies. Tell them what works and what doesn’t work. 
  • If you are not confident enough to be bold with your claims, work to build a book of evidence to build confidence in your process.
  • Stu has an endless number of case studies and debriefs. Introducing these as the foundation for the 5 key trends would lend specificity and weight to the core promise.
  • After registration Stu gives you a workbook. I would test introducing this in the ad. You may get a small percentage of people who sign up just for the workbook and don’t attend the webinar but at least you have their email address and you can follow up with them in the future.


N – Now Launching


Hands up who loves a clean and simple webinar registration page. Here at Kelso Digital we are huge fans of clean. Stu sticks to the proven blueprint here:

Inspiration for your opt-in pages:

  • Stu follows our 5 Part Landing Page Formula – Headline, Sub/Pre Headline, Body Copy, Image & CTA
  • Selective use of bold draws readers’ eyes to certain points. When done correctly you should be able to scan the headings and bolded words and be compelled to register.
  • We like to keep bold sections to 3-4 words max. Remember their purpose is to help people quickly scan.
  • In text heavy pages like this I would also bold the following words – $100 billion – opportunity – selling and delivering digital products – incredible innovations – amazing results for you
  • By just scanning the headline and the words listed above, if you have a course or membership, you should be sold on attending.
  • Stu uses the trusty 3/5/7 in the heading. Specificity will drive conversions.

What we’d test:

  • I’m a huge fan of Stu’s and this isn’t his best funnel. 
  • The text on the page feels too blocky and hard to read.
  • Our 5 Part Landing Page Formula encourages people to use 1-2 lines of text and 3-4 bullet points to get your message across. Yes, you have to work harder to condense your message and keep its punch but you will be rewarded with higher conversion rates
  • The Register Now button is small and tucked away in a low eye traffic part of the page.
  • We would test flipping the image and the copy to opposite sides of the page
  • The blue button also blends in with the page. I would make this brighter so that it stands out more. Remember branding has nothing to do with on page conversions.


C – Conversion Psychology 

Unlock the Secret to Selling More Digital Products: 5 Proven Strategies that Trigger Commitment and Consistency

Hands up 🙌…if you want to sell more digital products.

Whether you want to reach more people… 

…or scale your sales from 6-7 figures… 

…use this principle to move people to action.

Here are 5 ways to trigger Commitment & Consistency.

  1. Use micro-commitments: People want to remain consistent with their previous decisions. Ask for small commitments before bigger commitments. This is why lead magnets and mini-front-end offers work. Even getting a “yes” when people read your copy is a win. 
  1. Use social proof: Use testimonials, case studies, and success stories to show how others have already committed to your course or membership. This can help to create a sense of validation and encourage others to do the same. Think of it as a domino effect.
  2. Use urgency and scarcity: Offer limited-time bonuses, early birds and limit the number of spots available. It’s all about creating a sense of exclusivity, FOMO and making people commit before they miss out.
  3. Use free trials or money-back guarantees: Nobody likes to take a big risk. A free trial or money-back guarantee reduces the perceived risk of committing to your course or membership and encourages people to give it a try.
  4. Use outcome statements: Communicate how your course or membership aligns with the personal values and goals of your audience. Show them how you will help them achieve their goals. This will make your offer feel consistent with their past decisions and actions.

H – Hot Take

You don’t always have to do it on “hard mode”. Every day ask yourself the question:

  • What would this look like if it was easy?




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