SPEAKER_01 0:00

If you're stuck on what to build next for creative, we want to show you a really powerful yet simple AI strategy that you could plug and play in the next 15 minutes to find and build new creatives using AI. If you don't know who we are with e-commerce alley, we we work with e-commerce founders who are looking to scale their acquisition and then ultimately just build a business that's not very stressful and it's more, it's more built on what they love to do and profitability and allowing them to sleep a lot better at night. And so in this episode, uh what we're gonna do is we're gonna cover this is gonna be a screen share episode, by the way. So, Dylan, you're actually seeing this process live time. This is something that I do in coaching all the time. Uh, but I want to show everybody here a really fast way to start using AI for creative if you're not using it. And go have fun with this. We have clients doing this now, and every time I show this, clients are like blown away, and then they go do it and they get great results.

SPEAKER_00 0:51

So if you're on audio, I would recommend jumping over to YouTube because we are going to be screen sharing and showing this live on YouTube in the video, what he's doing. I mean, you could still get we'll we'll try and talk it through in audio, but this will be a much better uh visual video podcast.

SPEAKER_01 1:06

Yeah, listen to the whole thing, then go, you could just go catch the like the ha tutorial, like how to, uh, because I'm gonna talk through this. Now, I'm gonna go through an example that I I literally just did uh this week with a client. Now, this client is in the supplement space and they're selling an electrolyte drink and they're called EC Sports. So Daniela is the founder, she's really, really awesome. We've been working with her for I don't know, year and a half or so. And and Daniela follows the process. She launches ads every single week. We tell our clients, you have to, every week, you need to launch ads. Uh, we did a study of about 69,000 ads. In the shelf life of an ad, the median shelf life of an ad, the meta will prioritize spend is about eight days. So meaning you need to be launching new stuff every single week. It needs to be a non-negotiable in your business, the same way that you wouldn't stop producing and fulfilling orders, right? You wouldn't stop making stuff if you do it in-house and you wouldn't stop fulfilling orders for a week. The same thing needs to happen with your ads. Every week you need to launch new stuff. Now, sometimes we're all a little in a crunch and we're like, oh man, I don't have time to do the videos like I really want to do. I'm about to go on a trip or whatever that is. And so this is where AI can really help you. And I gotta be honest, I have, I have not been the largest fan of AI Creative up until recently. Because up until recently, it hasn't been that good, in my opinion. And so what I'm gonna do, I'm gonna walk through this simple three-step process that we will do to do a process called breadcrumbing, where we will follow the breadcrumbs and we will build the creative. So, in this, I'm gonna show you how to take ads that you're doing, how to then plug this into uh Gemini. We're gonna be using Gemini within this, and then Gemini is gonna be able to analyze the things. It's gonna be able to then prompt what we need to create next. And then I'm gonna use two tools to build the AI creative. Now, where you build the AI creative doesn't matter. You could go build these images inside of Chat GPT, or you could build them inside of Gemini. You could build them inside of Higgsfield AI, which I have examples inside of all of these. And I even have an example that the client ended up getting. So I'm gonna show you all what happened when we followed this process. And this process took me, I mean, I explained it live time, so it was like 10 minutes, but you could do this process, I'm telling you guys, in like less than five minutes. This is really, really fast. So here's what it kind of looks like. Step number one is you need to go into meta. And I want you to take, just start with one, take your top performing creative. Now we're gonna go static on this. I'm gonna go statics. I'm not gonna take video. We're gonna just do statics. Take your- But it does, it does work with video, okay. This works with video too. Yeah, yeah, yeah. So we're gonna use Gemini to number one, analyze our top creative. Now, Gemini, the reason we're using Gemini is Gemini is the only platform right now that can analyze what's happening in the video, not just like a transcript. If you go to Cloud or Chat GPT, you have to upload a transcript. Like that doesn't give context as what's happening within it. Gemini, you can upload up to two gigabytes of data, or if it's in a Google Drive folder, you could just put the link in there and it can have two terabytes. It's pretty crazy. Whoa, that's great. Yeah, it could be up to two terabytes. Yeah, it's crazy. So, like most files are all under two gigs, so you're not gonna have to worry, especially if it's an ad. And so all you do is just upload it. And that's the first thing we're gonna do. Number one, we're gonna go into meta. We are going to pool the top performing creative. Now, we've done this, we do this with video, we do this with statics. In this example, their top performing creative is a static. And the one that they had performing, I'll show you right here. Anyone that's watching, I'm gonna read this out. So it it it the the graphic, the top of the graphic says, get rid of cramps. And then there's a hand holding, now this is an AI, AI creative as well, a hand holding the the supplement, uh, the container of it of the intense hydration electrolytes. And so it's just holding it there, and then it has some it has some call-outs. It says zero sugar and zero calories, 66 cents per serving, and then five times the electrolytes of the leading sports drink, and then love it or it's free in the in a badge below. Okay, so that's kind of what we're working with here. So, what I did is we just popped into meta-ads, we took their top spending, top performing creative, we took a screenshot of the whole thing, including the the primary text and the headline. The headline, by the way, it says hydration made clean and affordable. So we just took the entire uh graphic of this, and that's step one. Grab your top performing creative, take a screenshot of it. Step number two, hop into Gemini and upload that creative. It could be video. Again, we do this with video, but in this case it was an image. And here's what I said. I said, this is an ad for EC Sports, and we're pushing people to this electrolyte supplement. One of the messages we're starting to see gain some degree of traction is cramps. However, it's pretty generic with this because it just says get rid of cramps. And I'm like, who? Who are we talking to? And what are cramps, right? I said, it seems pretty generic to me. I want to do two things. Uh, can you please give me a ton of different ICPs, ideal customer profiles, that you believe we could create very specific messaging to. Give me maybe three different one-line or this is me talking to tech, so it's a little funky here. Give me three different headline example messages to each of those ICPs, and then tell me why you think it would be a good ICP to run ads to. I want you to look, I I want you to look at our electrolytes. So I'm gonna include a link to the website below for you to scan. Please look at these and give me uh an and even other additional ideal customer profiles with very tangible or hyper-tangible specific situational messages that I could potentially build creatives for. And then I link the product page. Now, why did I do that? The product page is gonna give a lot more context to the creative. So we have top performing creative, we have website page. That's what we need to get what we need what for it to do the analysis. So, what I'm asking is I'm asking it to analyze what this is. What's in this creative, what's happening here, what are the ICPs, what are the messages that you're seeing? And the reason I say this is because most of the time we say what the message is. We say, here's the message within this. But AI might analyze and be like, oh, the message is completely different than you think. Yeah. Which is real which is really interesting to think about. We are biased to believe that this is the message. And I'm saying, no, no, no, just tell me what message is and what ICPs you believe we're talking to.

SPEAKER_00 6:53

And the reason that we're biased, I say this all the time. People will put in their ad set, like the naming of their ad set, they will put a better message descriptor than what's in the actual ad. Like they'll they'll put like this is for gifting, for women, for blah, blah, blah. And then I look at the ad and it doesn't even look like it's any of that. So the creative is often or sometimes very different than what you actually think you're targeting. Maybe sometimes you're only targeting it in the primary text or like something else, but the creative itself has a different message. So it is good to like step back, have the AI determine it, because that's what I do in coaching, is I say, without knowing what your thought process was for this creative, this is what I think your message is. Whether you think that or not, this is what I think your message is because I'm looking at it cold just like your customers. Well, yeah.

SPEAKER_01 7:47

Yeah. So this is a good way to say, like, what is, not what do I think is. Yeah. So get rid of cramps. When she created this, she could have thought a particular type of person, maybe a certain type of athlete, maybe whatever. I'm like, but when I say get rid of cramps, I might think something differently. And so because of that, I'm just saying, hey, tell me what is, but then also expand and tell me what other ideal customer profiles I can go after. Because going after different ICPs in your messaging and in your creative and targeting, setting it so that the context is relevant to many different types of people is going to open up all of this audience potential for different CPMs because there's different competition for different types of ICPs. If what do you think? Let me ask you this. What ICP generically do you think all supplements go after?

SPEAKER_00 8:33

People that want to be healthy or athletes. Athletes, gym people. But I think if you if you go specific people that want to be healthy, that's even worse. Then go in athlete or gym, because athlete or gym are at least somewhat specific. But if you just say people that are healthy, people that want electrolytes are just like super broad. But yeah, you could go, you could go a little niche down and say gym.

SPEAKER_01 8:55

Most supplement companies are gonna go after athletes. They're gonna go after people that like to work out and are already more bottom and middle of the funnel awareness that they need supplements. Or they're already using them, right? So, like that that that's a bloodbath, right? Your CPMs are gonna be way higher there. So I'm gonna say, what are the abstract different rabbit trails I could go down of ICPs that nobody is thinking about in my space? Because CPMs are literally supply and demand. And so if there's less supply or if there's less demand and there's more supply, I'm gonna pay a lot less.

SPEAKER_00 9:25

And not even not even ICPs in your industry. Just other ICPs that your product could relate to. That's the other thing. Like some people might get too hung up thinking, well, it has to be in my industry. What are other people talking to? But there might be an ICP out there that would love your product that no one is talking to, like you're saying, that's gonna give you really cheap CPMs and CPAs.

SPEAKER_01 9:46

And that's exactly what we found. And she was blown away. She's like, I did not even think of that. And and I'm gonna show you all this in a second. So I'm gonna read through this. So here's what happens. It broke it down, and I'm just gonna give you the quick the quick, like obvious ones. I asked her, I said, what ICPs have you run through? And she for electrolytes, right? Electrolytes, a lot of times you're talking to runners that are running marathons, they need electrolyte replenishment because of the long endurance-based stuff. So the first thing it said is part the endurance mile 20 runner. And it said, why? Runners lose lots of amounts of salt. Sugar heavy drinks often cause gut rot along with long runs. Your zero sugar high sodium is perfect for this. And then it gave me three headlines. I mean, even that's really specific.

SPEAKER_00 10:26

Talking about you lose salt, super sugar heavy drinks, gut rot, like things that you probably wouldn't have even thought about already coming from an ICP you may have already thought about.

SPEAKER_01 10:35

And the thing is, like, it doesn't mean they can't go after this. Yeah. I actually think this is great. She hasn't gone this specific with it, but I love it. It gave me three headlines, and I'm gonna read these off. There's one in the first one I thought is really, really good. And it said, stop the mile 18 calf cramp before it stops you. That's a really solid message. Yeah. The next one was the zero sugar secret to finishing your marathon strong. Okay. The next one was replace what you actually sweat out. 1,000 milligrams of pure sodium.

SPEAKER_00 10:58

I liked that first one.

SPEAKER_01 10:59

The first one is really, really good because it's gritty, it's tangible. People feel that I don't want to talk about, I don't want to say the same thing that everybody else is saying. I want to say something that's so unique that people are like, oh my gosh, I feel like you're literally in my brain.

SPEAKER_00 11:09

And that's a better message than just like, well, what was it? Like stop cramps or get rid of the cramps. Get rid of the cramps. But that's like specific leg cramps at a specific time, 18 miles.

SPEAKER_01 11:18

That's really good. Exactly. So only a long distance runner would understand that. Right now it's like, boom, meta can go after those people. This next one is what started to shape things a little bit. The blue-collar heat wave worker, construction landscaping roofing. Why? These workers are in the sun for eight to ten hours. Water alone leads to hypotremia. I have no idea. I probably water intoxication and headaches. They need salt to stay safe and alert. Headlines water isn't enough when it's 100 degrees on the roof. Dang. That's a solid freaking message. Next one, beat the 2 p.m. heat crash without the Gatorade sugar shakes. I don't like sugar shakes.

SPEAKER_00 11:54

The first headline is the best I think. It is the best.

SPEAKER_01 11:56

The other one is the 66 cent tool every job site needs in summer. I didn't like those. But here's what I did like. It started getting us thinking about ooh, ICP construction, landscaping, roofing. Roofers, dude, you're on literally the hottest thing second to the sun. Yeah. Yeah. I mean, it's crazy, especially if you live anywhere else. This was another interesting one. It came up with the keto flu beginner. When people start keto, they drop water weight in minerals rapidly, leading to keto flu. Don't quit keto. It's not the diet, it's your electrolytes. Kill the keto flu in 15 minutes with pink Himalayan salt, like whatever. Or stay in ketosis while staying hydrated. Zero sugar, zero carbs. That's great. But still wouldn't have thought of keto. Nope. Another one intermittent fasters, right? Extend your fast without the hunger headaches. The only thing you should drink during your 16-hour window, zero sugar, zero sugar, zero calories, 100% hydration for fasters. So like now we're like intermittent fasting. On the night shift, healthcare workers, first responders. So it gave all of these. This is a funny one. This is a situational one. The 3 a.m. Charlie Horse for seniors and athletes. Focus on the specific visceral pain of wake up in the middle of the night with a locked-up calf muscle. And then it gave a creative idea. But anyway, all that to say, this gets the gears turning. It analyzes it and it expanded it. And I was like, ooh, okay. So this is step number two.

SPEAKER_00 13:04

And by the way, it seems like these like the Gemini headlines aren't great. Now you didn't, the prompt was like live time. So it probably wasn't like the best prompt it could have been. But you could also take all of this into your preferred AI, or if you already have a skill for ICP creation or angles or whatever, you can then take these ICPs into that AI or that skill and potentially get better outputs. Because we're going to be able to do that.

SPEAKER_01 13:31

But this is really good. So the most important thing is this. So step number one, grab your top performing creative. Step number two, you're gonna drop it into Gemini and you're gonna have it analyze it and tell you what ICPs it believes you're targeting as well as other ones you could do, and to give three headlines that you believe you could use for other ad angles. Now here's the thing. I don't really care if the headlines are bad because I could iterate on headlines later. I'm trying to get some gold nugget of an abstract thing that I could chase as an X Piece. So what did we find? Well, we really loved the idea of we loved the idea of going after of oh hold on, love the five times less. Oh, because there were there are two different ones we did. So one of the ones it it it recommended was you could do, you you could your met your website mentions that you have five times the electrolytes in the leading sports drink. This could be uh you could line five bottles of Gatorade up in one with one scoop of electrolyte, and then the headline is why drink 150 grams of sugar to get the same electrolytes as this one scoop. So, so we did two different ideas. So, number one, we're like, okay, this is more of like a comparison, and for her, comparison stuff crushes. We can compare her against element, and it does really, really well. So I was like, okay, let's start with the comparison. So we actually followed two rabbit trails here. Number one was comparison, and then the second one was actually landscapers. We're like, that's they're in the sun all day. We're going into summer. Yeah, let's really target landscapers here. And so what what happens is once you get the analysis, the third step, this is really important, is you need to ask it for the prompt to put into your AI creative tool. AI. Yeah. Your AI creative AI. So your creative AI tool. And so what we said, we said, we love the idea of the five times leverage. Can you give us give us the prompt that we could feed into Chat GPT to create the image for us? We're we're gonna include the image. If you could just go ahead and okay. There, I'm talking to Texas pretty bad, but here's basically what I said. Give me the prompt to plug into the Chat GPT and Higgs field, which we did, in order to give me the creatives that I need. Now, this is important because you will not be able to, from your brain, come up with the prompt that's gonna get the output that you want. AI can give you the prompt. You can tell AI to create the prompt to get the output that you want. AI knows how AI works. Exactly. So I just wanna, I'm not gonna get super nerdy into this super deep, but I want to just give you some example. This is what you could not come up with. It said, roll, you are a professional product product photographer and advertiser designer. Uh, subject, create a high definition commercial advertisement uh image comparing a specific electrolyte supplement to the competition. And this says visual inspiration. And then it says left side, the competition, a neatly arranged of five identical, recognizable bottles of leading sports drink in a generic fruit punch red color, similar to the shape of the leading sports, but without explicit name brands. Prompt. Next to these, place a huge uh visible pile of refined white granulated sugar representing 150 grams. And then here's the text. If you were if you're watching online, you you see how specific this is. This is a massive prompt. You coming up with this would not be very good. So I just copied and I pasted.

SPEAKER_00 16:32

And truly, it needs all of that. Oh, yeah, nothing there is not necessary. It's got the text, it even says where it needs to be, middle of the headline, middle of the image. It has specifically show sugar that equals 150 grams. Because you could say, just show sugar, and it you have no idea what it's gonna come up with. Like it's so specific.

SPEAKER_01 16:52

Yeah. So this this is uh this is the hack here. Prompt AI to create the prompt for AI. It's like a prompt dream inside a dream. It's an exception here. So here are the outputs. Output that we got from Chat GPT. It's pretty good. This is I know anyone online can see, but if you if you're not, this is a pretty good would you say this is a pretty good creative? I think this is a pretty good creative right here. The only thing I don't like, I don't know what that text at the bottom says. I don't either. Like this is a first take. I didn't iterate on this. Yeah, but like first take on this. Holy cow, this is really good. Yeah, this is really, really good. You see the five water bottles, pile of it in the center, it says five times the electrolyte, zero sugar, more sodium, more potassium. And then go to Higgsfield. This is what Higgsfield came up with. I actually like Chat GPTs better. I do too. I think Chat GPTs is is better. Yeah, like you can see like the water droplets on this. Let me see if you can't. You can't see those here. This is more generic.

SPEAKER_00 17:44

Yeah, and in the the text design in Higgsfield is there is none. Yeah, it's just like aerial text, all. But this actually has like some hierarchy. It got like the big five edges.

SPEAKER_01 17:56

Drop shadows of the product, like it's it's really, really good. So this one is really good. Um, and then we said, hey, we're gonna go ahead and I'll do one more to give more an additional style here. I said, This is great. Love the idea of going after intermittent fasting. So we kind of did that. But let me get to the one, the one that we really liked was the landscape heat wave. So we said, let's go after the landscape heat wave, and it came up with a thing, and we prompted it. And I'm gonna give you her, I'll I'll show you my final that it came up with, and I'll show you hers. So this is the final that came up with me. Not bad at all. There's like a mower in the background, he's sitting on a tailgate, all dirty, has like big old thing. It has the intense hydration electrolytes right there. Now it's an interesting truck bed. Yeah. Now, this guy is sitting halfway through the the tailgate here. You can see it's kind of like cutting him off. But like uh, we could we could tweak that, and that would be an easy fix. Look at the output she came up with. She she just said this to me. Uh, now this is different, but like this looks really, really good. Real work needs real hydration, it breaks it all down. In the background, you see them like laying. This is actually not landscaping. She went with construction, it looks like here. And and they're laying the foundation of some kind of a house in the background, and they're in the dirt. So you could tell that it like real work needs real hydration. I think it looks like UGC too. It does the person taking the picture holding the thing, holding it, holding the thing to everybody, and everyone's working in the background. So immediately that ICP starts to feel that. Now, I believe she could call out the ICP a little bit better here. I would agree, yeah. Like a real construction work needs real hydration, just use a little bit more context. But but but that's fine. She has more iterations of this. Yeah. But but this simple process, guys, takes five minutes. Number one, go grab your top-performing creatives. Number two, go plug them in and say, hey, what ICPs and messages do you see within what I have? And please explore different abstract ones I've never considered with some one-liners. And then the third thing you do is once you find something that you like, the breadcrumb, follow that breadcrumb and say, please give me the prompt to go build a square creative that I could, I could, that I could prompt any AI to build the creative for. Now, I didn't even have Gemini build one for me, but I could have Gemini do it as well. Yeah. But this is it. Like this is a simple process. If you feel stuck, but go do this. This is really, really easy. If you, if you don't have top-performing creatives or creatives you want, use this for creatives that you're inspired by. Yeah. Go grab creatives that you're inspired by and like go to the meta-ads library or use a tool like Atria. Pool those things that you really like and say, I really like this. I want to model something similar, not the exact same thing, but I really like this concept. Please, please help me prompt what I need for this. And if you're doing video, the same thing applies, but instead of actually creating a video, this is what if you're if you're doing video, we don't, I'm not a huge fan of AI video right now. It's a lot of work and it doesn't look very good. But if you're doing video, just say, hey, based on all this, please write me some scripts for this ICP and then it'll like write you scripts and it'll bullet stuff out for you. And that's the other way that we're using it for video.

SPEAKER_00 20:47

And the other thing too, if if you because I know some people I've had I've had people tell me this, they're like, well, the AI creative just doesn't look good. Okay. Well, if if you if you are a designer and you really have like high standards for it, you could always use the AI creative as inspiration for your own creative and and kind of recreate it if you wanted to, because it'll still give you ideas that you probably would have never had. But I think with a little bit of finessing, you can even get the creative to look the way you want it to. Because I think this creative that that is on the screen right now, it it fits our brand. Like it's doing a great job. The product looks great, it fits the brand. So I think you can, with a little bit of finessing, you can even get AI Creative to hold up to your standards.

SPEAKER_01 21:28

Yeah, absolutely. And then even in Higgs Field, you could upload your own tons of your own photos. It'll be and build an AI avatar of you so you could do UGC style stuff of even you, whether it's video or image. And anyway, we could add a rabbit trail with that, especially because Higgsfield now integrates with Claude via MCP. So, like there's a lot of really, really good stuff that could happen, guys. I hope this is really valuable. If you found this valuable, please drop a note in the comments once you do it with your feedback on how you feel about this. If you're watching on YouTube, if you're not, you should go watch on YouTube. Please give this a thumbs up, hit subscribe to the channel, and if you're listening on po on Spotify. Or Apple, please rate this. We're trying to be uh the number one uh podcast for e-commerce business founders looking to really grow. And so if you would, please, it would mean the world to us to just leave a review. I know it it might seem like a lot of work, but it's not as hard as it might be as you once you get through the process. And it means a lot to us. And if you leave a review, here's what we'll say. If you leave a review, just email team at ecommercealley.com and we will send you a $10 Amazon gift card as our thank you for helping us in the process of achieving that mission. So, with all that said, you're amazing. We'll see you in the next episode.