From scroll to sold
Top of funnel content with Claude, ChatGPT and Gemini. Offers people actually want. Landing pages that convert. And none of it smelling like a robot wrote it. With Jam. 🧡
this is the full marketing hour. buckle up ☕
What we're covering today
One hour, five parts, then your questions. We borrow the best ideas from Gary Vee, Alex Hormozi and Amy Porterfield, and make AI do the heavy lifting.
The funnel, minus the jargon
What "top of funnel" means and why attention comes first.
TOF content with AI
Claude, ChatGPT and Gemini as your three content interns.
Kill the AI smell
Words and images that feel human, not machine.
Offers that convert
The Hormozi playbook, in plain English.
Landing pages that work
One page, one job, one button. The Porterfield rules.
Then: your questions 🧡
Bring the messy real-life ones. Those are the fun ones.
A funnel is just strangers becoming customers
Marketers love fancy words. Here is the whole thing in three steps.
Top: get noticed
Strangers meet you. Short videos, posts, podcast clips. Free value, zero pitch. This is TOF, top of funnel.
Middle: build trust
They stick around. Email list, lead magnet, longer content. They start to like and trust you.
Bottom: make the offer
They're ready. A clear offer on a clean landing page. This is where the sale happens.
today we build all three, mostly the top 👆
Attention is the asset
Gary Vaynerchuk calls it day trading attention: find where attention is cheap and plentiful, and show up there before everyone else catches on.
- Nobody buys from someone they've never seen. Attention comes before trust, and trust comes before money.
- Organic reach on short video is still underpriced. A small business can reach thousands without spending a dollar on ads.
- Give, give, give, then ask. Most content should help or entertain. The pitch earns its turn.
Idea credit: Gary Vaynerchuk, Day Trading Attention
You don't need followers to be seen
Platforms used to show your content to your followers. Now they show it to anyone interested in the topic. Gary Vee calls it the TikTokification of social media, and it changed everything for small accounts.
The old game 📉
- Build an audience for years, then get reach
- Follower count decided who saw your posts
- Big brands with big budgets won
The interest graph 📈
- Every post gets a fresh shot at reach
- The topic and hook decide who sees it
- An account with 80 followers can hit 80,000 views
your next post could be the one. that's not hype, that's the algorithm.
What good top of funnel content does
Four jobs. Every piece should do at least one, and none of them is "sell."
Gives value free
Teach the thing. Don't tease it. Generosity is the strategy.
Entertains or relates
A laugh or a "that's so me" moment earns the follow.
Feels native
A TikTok should feel like a TikTok, not a repurposed flyer.
One idea per piece
One tip, one story, one point. Save the rest for the next post.
consistency beats brilliance. boring but true.
Meet your three content interns
They work nights, weekends, and holidays. Each one has a superpower.
Claude
The writer. Best at sounding like you, long-form drafts, and following a detailed brief. My pick for anything in your voice.
ChatGPT
The idea machine. Fast brainstorms, hook lists, image generation, and quick variations when you need volume.
Gemini
The researcher. Plugged into Google, great at trends and what people are searching, plus solid image and video tools.
you don't have to pick one. i use all three every week.
Brief the AI like a new hire
Generic prompt in, generic content out. The fix is context. Before you ask for content, make sure the AI knows:
Who you serve
Your exact customer, in their words. "Busy salon owners," not "everyone."
What you sell
Your offer, the price, and the transformation it delivers.
How you sound
Paste 3 things you actually wrote. Texts and emails count.
What's worked
Your best posts. Let the AI study your hits, not guess.
write this once, save it, paste it into every chat. game changed.
One idea becomes a week of content
Stop creating post by post. Create one meaty thing, then let AI slice it up. Gary Vee's team turns one keynote into dozens of clips. You can do the tiny-business version.
One pillar
Record 5 minutes of you talking about one customer problem. Phone camera is fine.
AI slices it
Transcript in, and out come clips, captions, a LinkedIn post, an email, tweets.
You approve
Read, tweak, make it yours. You're the editor now, not the writer.
Post and watch
Different platforms, same idea. Double down on what the data likes.
create once. distribute everywhere. rest sometimes.
The hook does 80% of the work
The first line or first 2 seconds decides if anyone stays. Four hook shapes that keep working:
📣 Call out your person
"If you own a cleaning business, stop scrolling." The right people freeze mid-scroll.
😱 Big claim, then receipts
"This 10 minute habit got me 30 customers." Now you have to back it up.
🙈 The mistake
"The biggest mistake I see bakery owners make on Instagram." Nobody skips their own mistake.
🤔 The curiosity gap
"I stopped posting daily and my views went up." Wait, what? Exactly.
ask AI for 10 hooks, pick 1. never settle for the first.
Three prompts to steal tonight
Paste your business brief first, then run these word for word.
1. "List the 30 questions my customers ask most, from basic to advanced. Turn each into a short video idea with a hook."
→ a month of content ideas in one shot
2. "Here's my video transcript. Write 10 hooks for it. Mix call-outs, bold claims, mistakes, and curiosity."
→ pick the winner, film just that line again if needed
3. "Turn this transcript into a LinkedIn post, an Instagram caption, and a short email to my list. Keep my exact phrases where possible."
→ one pillar, three platforms, minutes not hours
"keep my exact phrases" is the secret ingredient 👀
Watch me build a week of content right now
One idea, one brief, three tools. We'll make a short video script, a LinkedIn post, an Instagram caption, and an email. Live, unedited, probably with typos.
this is the part you screenshot 📸
People can smell AI content a mile away
And when they smell it, they stop trusting it. The problem isn't using AI. The problem is publishing the first draft, straight out of the box, same as everyone else.
The smell test
If a post could have been written by any business in any industry, it smells like AI.
The mirror test
Read it out loud. Would you actually say that sentence to a customer? No? Cut it.
The fix
AI writes the draft. You add the salt: your stories, your numbers, your opinions.
The dead giveaways
These patterns show up in AI drafts constantly. Once you see them, you can't unsee them.
Smells like AI 🤖
- "In today's fast-paced world..."
- Delve, unlock, elevate, game-changer, seamless
- Em dashes sprinkled on everything
- Perfectly balanced lists of three, every time
- No opinions, no stakes, no stories
- "It's not just X, it's Y"
Sounds like you 🧡
- Starts mid-thought, like a text to a friend
- Words you actually say out loud
- Short sentence. Then a longer one that wanders a little.
- A real number, a real name, a real Tuesday
- Takes a side, even a small one
- One tiny imperfection left in on purpose
Make it human in 5 moves
Feed it your voice
Paste 3 real things you wrote and say "match this." Voice notes transcribed work even better.
Demand specifics
Swap "many businesses" for "the salon owner I met in March." Details are trust.
Add one story
One real customer moment beats five paragraphs of advice. AI can't know your Tuesday. Tell it.
Take a stance
Tell the AI your actual opinion and make it keep it. Hedgy content is invisible content.
The human pass
Read out loud, cut the fancy words, break a sentence or two. Two minutes, every time.
The rule 📏
AI drafts, you finish. Never the other way around, and never neither.
Why AI images look... like AI images
You know the look. Plastic skin, perfect everything, that weird glow. It happens because we ask for perfection, and real photos are never perfect.
Too perfect
Flawless faces, spotless desks, teeth from a toothpaste ad. Real life has texture.
Lighting from nowhere
Real light has a source and a direction. AI defaults to an even, dreamy glow.
Colors turned to 11
Real photos have restrained color. AI loves neon sunsets and teal-orange everything.
the fix is in how you ask. next slide 👉
Ask for a photo, not a fantasy
Describe it the way a photographer would. Watch the difference:
😬 "A beautiful professional woman working in a perfect modern office, stunning, high quality, 8k"
→ plastic person, glowing skin, six fingers if you're lucky
😍 "Candid photo of a woman in her 40s at a slightly cluttered desk, laughing mid-conversation, soft window light from the left, shot on a phone camera, natural skin texture, muted colors"
→ looks like a real moment someone actually captured
💡 Name the light
"Soft window light," "golden hour," "overcast day."
📷 Name the camera
"Shot on a phone" or "35mm film" grounds the whole image.
🧶 Ask for texture
"Natural skin texture," "worn wood," "wrinkled shirt."
🤷 Allow imperfection
"Candid," "unposed," "slightly cluttered." Perfect is the tell.
Where AI images belong in your business
Go for it ✅
- Blog headers, concept art, backgrounds
- Social graphics and illustrations
- Mockups and "imagine this" visuals
- Ad variations to test ideas fast
Keep it real 🙅♀️
- Your face and your team. People buy from people
- Your actual products. Never fake what you sell
- Testimonials and results. Real ones or none
- Anything you'd have to defend later
AI for the backdrop, real life for the trust.
Content gets attention. Offers get customers.
All those views mean nothing if there's nothing worth buying at the end. People don't buy products. They buy a better version of their week, their business, their life.
This whole section leans on Alex Hormozi's $100M Offers. Plain-English version incoming.
this is where "likes" become "sales"
What makes something feel worth it
Hormozi's math: crank up the top, shrink the bottom, and your offer feels like a steal at any price.
it feels 💰
most people only work on the top half. the bottom half is the shortcut.
Make them feel silly saying no
A grand slam offer stacks so much value that the price stops being the question. Four building blocks:
Stack the value
Solve every obstacle around the main thing. The course AND the templates AND the checklist AND the support.
Reverse the risk
A bold guarantee moves the risk from them to you. "Love it or your money back" still works.
Real urgency
Doors close, price rises, bonuses expire. Honest deadlines only. Fake countdowns burn trust.
Name it well
"The 10 Day Client Machine" beats "My Coaching Program." Name the outcome, not the format.
Build your offer with AI in 20 minutes
This used to take a weekend workshop. Run these three prompts in order:
1. "My customer's dream outcome is ___. List every obstacle, fear and annoyance standing between them and it. Before, during, and after buying."
→ the raw material. this list is gold
2. "Turn each obstacle into a solution I could include: a template, checklist, call, guide, or bonus. Mark which are cheap for me to deliver but valuable to them."
→ your value stack, ranked
3. "Draft my offer: name, what's included, a risk-reversing guarantee, and one honest reason to act now. Give me 3 versions."
→ pick, polish, publish
The market beats the offer. Every time.
Hormozi's priority list: a starving crowd beats a great offer, and a great offer beats great persuasion. Sell what people are already hungry for.
Starving crowd
People actively in pain, actively searching, with money to spend.
Strong offer
Value stacked, risk reversed, outcome named.
Persuasion
Clever copy and pretty pages. Helpful, but last.
a great offer to the wrong crowd is still a no.
One page. One job. One button.
A landing page is not your website. It has exactly one job: turn a visitor into a lead or a buyer. Everything that doesn't help that job gets cut.
This section borrows from Amy Porterfield's landing page playbook.
no menus. no "about us." one glorious button.
Six pieces of a page that converts
A headline about them
The transformation, not your product name. "Fill your books in 30 days" beats "Welcome to my program."
One CTA, above the fold
The button is visible before any scrolling, and it's the only action on the page.
Their words, not yours
Use the exact phrases customers say. AI can mine your reviews and DMs for them.
Proof
Real testimonials, real numbers, real faces. One honest quote beats ten stock photos.
What happens next
"Click, check your email, start tonight." Certainty converts. Confusion doesn't.
Clean and fast
Loads quick, reads easy on a phone, zero clutter. Pretty is optional. Clear is mandatory.
One call to action. Only one.
Amy Porterfield cites it straight: pages with multiple competing CTAs can produce a fraction of the leads of a single-CTA page. Every extra choice is an exit.
- Kill the navigation menu. Every link is a door out of the room.
- Repeat the same button down the page. Same words, same action, no new choices.
- Make the button say the outcome. "Get the free guide" beats "Submit." Nobody wants to submit.
confused people don't click. they close the tab.
Do this, skip that
Pro moves
- Write 5 headlines with AI, pick the clearest one
- Ask AI to critique your page as your skeptical customer
- Check it on your phone before anywhere else
- Test one thing at a time: headline first
- Send it to one real customer and watch them read it
Skip for now
- Explaining your whole life story above the fold
- Three offers on one page "to give options"
- Stock photos of handshakes and skyscrapers
- Jargon your customer would never say
- Waiting for perfect. Publish, then improve
Your content machine, end to end
This is the whole system we just built, on one slide. Start it this week.
TOF content
Short, native, generous. AI drafts it, you humanize it, you post it.
One clear invite
Every post points somewhere: a freebie, a DM keyword, a link in bio.
Landing page
One page, one CTA, their words. Built with AI in an afternoon.
The offer
Value stacked, risk reversed, honest urgency. Silly to say no.
homework: one pillar video, ten hooks, one landing page draft. that's it.
Attention. Trust. Offer. In that order.
AI makes the volume possible. You make it human. Build the machine one piece at a time inside Club Jam, with live calls to keep you moving and people cheering you on while you do it.
skool.com/jamoutai
now... what questions do you have? 🧡