Not Your "Guru" AI Workshop: The Non-Sexy Way To Use AI To Get Clients
A recorded Zoom training where Laurel Portié builds a client's AI "message optimizer" live in Gemini, in front of her paying $7-program members.
Posted
1 months ago
Duration
Format
Demo
educational
Views
623
18 likes
57 · 43
Big Idea
The argument in one line.
An AI only produces convincing client-getting copy once it is fed proof of a business's expertise and a clearly defined process, then forced through a four-question filter and a real objections-and-false-beliefs audit, none of which has anything to do with banning em dashes.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You already have an ICA profile and a content Bible built (Laurel's $7-program members do) and want to see exactly how those two documents feed an AI to produce specific, ownable copy instead of generic output.
You run client work or your own offer and keep getting bland AI copy back no matter how the prompt is worded.
You want a worked, line-by-line example of turning a commodity service (a laundromat) into a premium-positioned offer using nothing but a chat window.
SKIP IF…
You don't have an ICA or content Bible yet, since the entire session builds directly on top of those two documents and doesn't explain how to create them from scratch.
You're hoping for a copy-paste magic prompt; Laurel deliberately does this manually and only mentions the shortcut prompt version in the last few minutes.
TL;DR
The full version, fast.
AI defaults to analytical language because that's how it's built, so Laurel trains hers to think anthropologically instead by feeding it two things: proof of expertise and a clearly defined process. Live in Gemini, using a real laundromat client's ICA and content Bible, she builds a third document called the message optimizer: running the content through four questions (why am I here, am I in the right place, what do you want me to do, if I do the thing what happens), a Purple Cow versus Brown Cow rewrite, an objections-and-false-beliefs audit, and the five adoption decisions from Diffusion of Innovation. The conclusion: banning em dashes changes nothing; feeding an AI real expertise and a real process changes everything.
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01 · Cold open: the book, the agenda, and analytical vs. anthropological AI
Laurel frames the session around her mentor's book R3OAS, previews allegiance capital, stealth influence, and the four lenses, then explains that AI defaults to analytical language and has to be deliberately trained to think anthropologically instead.
03:56 – 12:15
02 · The conveyor belt, the two things AI must know, and busting the em-dash myth
Laurel introduces the conveyor-belt metaphor for moving cold leads to ready-to-buy, plugs the Momentum waitlist, dismisses em-dash-avoidance as irrelevant, and lands on the two things an AI needs from a content Bible: demonstrated expertise and a clearly defined process.
12:15 – 21:08
03 · Live demo begins: Jenny's laundromat, and the content Bible reality check
Laurel shares her screen and feeds a real client's ICA and content Bible into a fresh Gemini chat, then asks Gemini to check whether the content is clear enough for the ICA to understand from a scrolling newsfeed; the answer is no, it's written in B2B jargon her ICA would scroll past.
21:08 – 26:40
04 · Allegiance Capital's four questions and the Purple Cow rewrite
Laurel has Gemini rewrite every content Bible step to answer the four allegiance-capital questions, then runs the result through a Purple Cow vs. Brown Cow filter (via copywriter Sam Ocean) to separate generic claims from specific, ownable ones.
26:40 – 35:55
05 · The soccer-kids analogy, the Hormozi filter, and objections vs. false beliefs
Laurel compares confused buyers to toddlers who freeze mid-game, runs the copy through an 'Alex Hormozi filter' for plain language, then has Gemini generate the ICA's top objections paired with the false belief underneath each one, labeled Trust Roulette and the Hormozi Smash.
35:55 – 40:45
06 · The five adoption decisions from Diffusion of Innovation
Even with every objection and false belief resolved, Laurel explains that five adoption decisions, complexity, relative advantage, observability, trialability, and compatibility, still stand between a buyer and a yes, and has Gemini map twenty of them for the laundromat client.
40:45 – 49:12
07 · Competitor research, the Holy Trinity documents, and 'pretend you're Hormozi'
Laurel describes mining competitors' YouTube comments and Reddit threads for real audience language, names the three documents (ICA, content Bible, message optimizer) as the 'Holy Trinity' to upload to any AI project, gives the Claude prompt for turning it all into power content, then asks Gemini to play Hormozi and name one main process and two signature frameworks, producing the Ghost Logistics Pipeline and the Investment Wardrobe Protocol.
49:12 – 55:06
08 · Em-dashes still don't matter, live Q&A, and the close
Laurel repeats that no one actually cares about em dashes, only whether the content is useful, then opens the floor to live chat questions, has the room celebrate a member's 3x ROAS win, and closes by asking everyone to share the $7 program and pointing to the Momentum waitlist.
Atomic Insights
Lines worth screenshotting.
AI defaults to analytical language, the 'it's not this, it's this' ping-pong pattern, because that's how it was built, so getting persuasive copy out of it means deliberately training it to think anthropologically instead.
An AI can really only do two things well: demonstrate expertise and clearly define a process with its frameworks, so a vague content Bible produces generic output no matter how the prompt is worded.
Every piece of content, a landing page, a video ad, a text message, should answer four questions: why am I here, am I in the right place, what do you want me to do, and if I do the thing, what happens.
A content Bible written in B2B business logic (ROI, mechanisms, friction points) gets scrolled past by a consumer audience even when the underlying strategy and math are correct.
The Purple Cow filter rewrites generic claims like 'convenient online booking' into specific, ownable claims like 'your 90-second no-phone-call booking' by asking what's actually unique versus what every competitor already says.
Busting a sales objection without addressing the false belief underneath it just produces refunds later, once reality collides with the sale.
Diffusion of Innovation's five adoption decisions, complexity, relative advantage, observability, trialability, and compatibility, are the barriers that remain even after every objection and false belief has been resolved.
Mining competitors' YouTube comments and Reddit threads for how their own audience actually complains supplies raw language for a message optimizer that prompting alone can't invent.
Feeding an AI project three documents, an ICA, a content Bible, and a message optimizer, is what lets it demonstrate expertise and process on command instead of producing generic output.
Asking an AI to 'pretend you're Hormozi' and name your one main process and two signature frameworks can reframe a commodity service (laundry delivery) into a psychological hook (an invisible background utility that deletes a chore).
Stripping em dashes out of AI writing doesn't change whether an audience finds the content valuable; readers judge whether a problem got solved, not the punctuation used to solve it.
Takeaway
Train the AI on your expertise and process, not on avoiding em dashes
AI CONTENT PLAYBOOK
An AI writes convincing client-getting copy only after it's fed proof of real expertise and a clearly defined process, then forced through a four-question filter, a Purple Cow rewrite, and an honest objections-and-false-beliefs audit.
AI defaults to analytical, hedging language because that's how it was built, so getting persuasive copy out of it means deliberately training it to think anthropologically instead of just prompting harder.
An AI can really only do two things well: demonstrate expertise and clearly define a process with its named frameworks, so a vague source document produces generic output no matter the prompt.
Every piece of client-facing content should answer four questions: why am I here, am I in the right place, what do you want me to do, and if I do the thing, what happens.
Copy written in B2B business logic, ROI math, mechanisms, friction points, gets scrolled past by a consumer audience even when the underlying strategy is correct; the fix is translation, not more information.
The Purple Cow filter turns a generic claim like 'convenient online booking' into a specific, ownable one like 'your 90-second no-phone-call booking' by asking what's actually unique versus what every competitor already says.
Busting an objection without naming the false belief behind it just produces refunds later, once reality collides with the sale.
Even after every objection is resolved, five adoption decisions, complexity, relative advantage, observability, trialability, and compatibility, still stand between a convinced lead and an actual yes.
Competitors' own YouTube comments and Reddit threads are a source of real audience language that no amount of prompting can invent from scratch.
Uploading three documents, an ICA, a content Bible, and a message optimizer, to a fresh AI project is what lets it demonstrate expertise and process on command instead of defaulting to generic output.
Asking an AI to adopt a specific voice (Hormozi, or any named expert) and define one main process plus two signature frameworks can reframe a commodity service into a psychological hook worth paying more for.
Whether AI writing uses em dashes has no bearing on whether an audience finds it valuable; readers judge whether their problem got solved.
Glossary
Terms worth knowing.
ICA
Ideal client avatar, the reference document describing a business's target customer's identity, pain points, and mental state, used here as one of the two source documents fed to the AI.
Content Bible
A business's core reference document defining its process and named frameworks in detail, used as the second source document an AI needs to demonstrate real expertise.
Message Optimizer
A third document built live in this session on top of the ICA and content Bible, combining allegiance-capital rewrites, a Purple Cow filter, objections, false beliefs, and adoption decisions into one client-specific messaging reference.
Allegiance Capital
A framework from Laurel's mentor requiring every piece of content to answer four questions: why am I here, am I in the right place, what do you want me to do, and if I do the thing, what happens.
Purple Cow / Brown Cow
A filter, credited to copywriter Sam Ocean and originally Seth Godin, for separating generic claims every competitor makes (Brown Cow) from specific, ownable claims unique to the business (Purple Cow).
Diffusion of Innovation
A book referenced for its five adoption decisions, complexity, relative advantage, observability, trialability, and compatibility, the remaining barriers a buyer weighs even after objections are resolved.
Trust Roulette / Hormozi Smash
Labels the AI itself generated inside this session for an internal-monologue objection (Trust Roulette) followed by a plain-language rebuttal in Alex Hormozi's direct style (Hormozi Smash).
“I spent $200 on my Vince Cashmere sweater... some random app-based laundromat is going to toss them into an industrial dryer and turn them into doll clothes.”
“It's only as smart as the information that you can give it. If you give a generic input...”
the whole session's caveat in one line→ newsletter pull-quote↗ Tweet quote
46:46
“Your main process is not laundry delivery. Delivery is a commodity. Your main process is an invisible background utility that deletes a physical chore from a human life with zero human interaction.”
the payoff reframe of the entire demo→ IG reel cold open↗ Tweet quote
49:12
“No one's teaching this stuff. Like, it's all about eliminating em dashes. No one gives a shit whether you're using em dashes.”
closes the running joke with the session's real thesis→ TikTok hook↗ Tweet quote
The Script
Word for word.
Read-along
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metaphoranalogy
Hello, hello, hello. So today, we are going to be talking about writing with AI. Because so many people, it's not that people are using it wrong, per se, right?
You can use AI however you want to use it. But the goal for today is to actually learn how to use it in a way that's actually going to get you clients, right? Because everyone here is pretty much here because you need clients, right?
And so I'm going to show you guys some of the things that I've been doing with my own private clients. A lot of people have asked me, Laurel, how are you training it to actually speak like you? And more importantly, how to think like you?
Because at the end of the day, we want our AIs to not only write like us, but we want it to actually think like us. And so today we're going to go. Pretty advanced, but I think you guys are going to be able to handle it.
But just so you guys know, if you have not picked up my mentor and I's book, it's called R3OAS. You can actually get it on Amazon. What I'm going to be teaching you guys today is the principles that are inside this book that actually make...
AI works. So we're going to be talking about some principles my mentor calls allegiance capital. We're going to be talking about stealth influence.
And more importantly, we're going to be talking about the four lenses that I actually have taught within the $7 program. Okay. Now, what is the secret to utilizing AI in a way that is going to get it to think like you?
The first thing that we actually have to understand is that AI thinks analytically. Why does it think analytically?
Because that's the way AI was built. It was built to be an analytical machine. What we want to do is we want to train it so that it thinks and behaves like a human, okay?
And so instead of training our AIs to be analytical, which is what everyone's doing, right? And so this is why when you try to use AI, it always says stuff like, it's not this, it's this. You're not broken, it's this, right?
It's always this analytical ping pong match every time that you try to use AI. What we want it to do is actually think like a human. And how do we get it to think like a human?
Well, we train it to think anthropological versus analytical. And that's the secret to actually getting an AI model. that is actually going to do the thing that you want it to do, okay?
Now, how do we get it to think anthropologically? Well, we have to understand the principles behind why humans behave the way that they do. So what does this have to do with advertising?
Well, it pretty much has everything to do with advertising. And so inside this book, one of the very first things that Nick and I explain, is that funnels are actually not up and down, right?
I know that there's so many internet marketers that want you guys to think if you put people into a funnel, they will fall to the bottom and convert as if they are oil going down into a physical funnel into a car. I hate to break it to you guys. If you put humans into a funnel, well, I guess if you put them into a physical funnel, in real life, we would all fall down to the ground because of what?
Gravity? But that's not what marketers mean, okay? And so if you take a look at what an actual funnel looks like, to me, it's actually inclined and lean to the side, okay?
And in order to get someone up a steep hill, one of the easiest ways is to create your own gravity. And in this program, we call that gravity the conveyor belt. And so a lot of you guys are going through my $7 program and you're doing the power content ads, you're doing the offer ads, you're doing some of the retargeting ads, but you're forgetting the most important part, which is the conveyor belt that connects the people from not ready to buy into ready to buy.
So in order to be able to create a conveyor belt and do it in the most... fastest and most efficient way to do that, we're going to create, we're going to utilize AI in order to do that. Now, I always get the question, Laurel, what's the difference between Momentum and the $7 program?
Well, Momentum, this is our curriculum. Because Momentum, it's not about the ads. It's all about the principles behind that makes our entire marketing engine work.
Now, right now, we've got a wait list for momentum. It's not even open right now. But if you want to get on that wait list, this is my one pitch, agilethorough .com slash momentum.
It's full right now. There is a wait list about 12 people deep right now. But there you go.
So how do we create content utilizing AI so that we can make it think more anthropologically? then analytically. So how many of you guys, hopefully everyone has their ICA profile done and their content Bible.
How many of you guys have that done? Hopefully everyone, because we're going to be working off of those two documents today. And I'm going to be teaching you guys something that up until this point, I had not taught it to my private clients.
There's one more doc that I utilize when it comes to AI. and it's called a message optimizer. And so everything that we're going to be doing today is I'm going to teach you guys how to actually build that message optimizer from scratch.
Could I just give you guys the prompt to do it? Yes, but guess what? If you don't understand the principles behind why we're building it this certain way, you're not going to learn anything about how to use AI.
And so we're going to actually do it from scratch. I'm going to show you guys because here's the thing. It's not about having the perfect prompt.
There is no perfect prompt. You have to be able to learn how to work with the AI. I do not make the AI think for me.
I make the AI think with me. And there's a difference there. Most of you guys want the AI to think for you.
We do not want the AI to think for us. We want it to think with us. We want it to be our partner.
Like every single day, like my AI, my AI clone, have you guys seen her? She's pretty obnoxious, right? We've got Lightning Laurel that's inside the 7L program, but there's one that's even more powerful that I teach my students to build in momentum.
And what I'm actually going to show you guys today is the foundation of how I actually trained my AI clone. Now, there's so many arguments as to Should I do this in Gemini?
Should I do this in ChatGPT? Should I do this in Claude? I will say this.
What I'm going to go over today, we're going to do in Gemini. A lot of you guys are probably surprised that I'm not using Claude. I like using Gemini for what we're learning today.
Can you use Claude? Absolutely. Can you use ChatGPT?
Absolutely. I just happen to love using Gemini for this specific thing. Now, do you need the paid versions?
I'm just going to say this. If you're a business owner and you're not spending the 20 bucks a month, what the hell? I'm going to watch my language.
Now there's little ears around. What the heck are you doing with your life, right? It's 20 bucks a month.
I recommend, honestly, the $20 version of ChatGPT, the $20 version of Gemini, and the $20 version of Clod. It will be more than enough than what you guys actually need in order to do this. Now, other things that float around.
Everyone's like, You need to avoid em dashes and you need to make it not say certain things. None of that matters, y 'all.
None of it. If you can write something really good with AI that's valuable, do you think that people give a flip about whether there's em dashes in the thing? Useful information is useful information whether it has em dashes or not.
And I will agree with Ana down there, $100 quad is very much worth it, 100%. Especially if you're doing content on a regular basis. It's definitely worth it.
But everyone wants you guys to think that there are so many things that matter when it comes to AI, and none of it matters. Hardly anything actually matters. The only thing that matters is that you know how to use it.
In order to do two things, because you want to know the truth behind how to get clients, whether you're using AI, whether you're writing, it all goes back to the principles. People only want to know two things. And so as you are training your AI, it comes down to two things, and you have to be absolutely clear on two things, okay?
One, your AI needs to know how to demonstrate your expertise.
And two, you guys are writing this down? Okay. It needs to be able to demonstrate your expertise.
And number two, it needs to know your process and all of the frameworks within your process that makes your process work. So that is why I am such a huge pusher of the content Bible because it forces you. to actually do those two things is to put in enough information so that you can give AI enough to be able to make it demonstrate your expertise and to clearly define your process with clearly defined frameworks.
So your process is likely going to be within your goals and your frameworks are going to be within the frameworks. I mean, your steps, your frameworks are going to be through the steps, right? So a lot of you guys have different frameworks, but you're not clearly defining how does this framework solve the problem and what problem does it actually solve?
That's where a lot, that's where most people get stuck. And so today, as long as we have the content Bible and the ICA, Because the ICA is going to feed the AI all of the information that you need to know about your clients.
Everyone with me so far, are you guys excited to learn this? Because honestly, guys, this is probably going to be one of the most valuable things that you guys can learn. And I'm not just saying that because I'm teaching it.
Whether you learn it from me or other people, this is honestly going to make not only your ads better, but your content better. And it's going to help you be strategic thinkers. Because that's what we want to be, is we want to be strategic thinkers.
And if we understand principles, we're always going to be ahead of the game because most gurus only stand behind tactics and tools, right? And if you learn the process that I'm going to show you guys today, it doesn't matter what AI tool comes around, you're going to be able to use it because you know how to train it. And that is one of the most, in my opinion, that is one of the most valuable skills that you can learn is how to properly train AI.
in 2026. That's one of the most valuable skills that you can have. Okay.
So we're going to learn some principles along the way, but what I'm going to do is I'm going to share my screen. Okay. Now I've got one of my clients.
She had some laundromats in Phoenix. And what I did was I took her content Bible and I took her laundromat and we're basically going to do some research. about people in Chicago, Lincoln Park neighborhood.
And so what I'm going to do is I'm going to put my content Bible and my laundromat ICA here. So those two documents, what we're going to build is something that's called the message optimizer. Now, what you have to understand is that we're going to go deep, like we are going to go so deep.
Now, I'm going to teach you guys some frameworks so that you can do this in your own business. There is a prompt for this, but like I said, I want us to do this manually because I want you guys to actually see my thought process and how I actually use AI. Because there are shortcuts to being able to do this once you understand the process, but I want you guys to see the way that I think, okay?
So, and feel free to throw any questions in the chat. I will be, I'll be looking at the chat. I just pulled it up.
And so I'll be, the first thing that I'm going to say is this. I have a new client.
Her name is Jenny. She operates several laundromats in the Chicago area. This one in particular is in the, I don't even know how to spell bougie, but we'll make it up, bougie part of Chicago called Lincoln Park.
Her ICA will be different than most laundromats. Can you review the ICA and make sure I am clear on the process her laundromat uses to draw in clients? OK, that's all I'm going to say.
I'm just and the one thing that I want you guys to just see is I just literally just talk to it. Like I literally just talk to it. There's no specific words or anything.
Half the time I misspell stuff. And most of the time I'm actually talking to it with audit with audio. It says it sounds like Jenny has a fantastic business concept tailored perfectly to Lincoln Park.
You're completely right. A marketing is a. Marketing a premium service in an upscale neighborhood like Lincoln Park.
Stage one, the frictionless hook, the 90 -second booking, the drawing mechanisms. Now, it's going to want to do so many different things right now. It's just reading everything and just telling me, are the things clear, okay?
So it says, would you like to dive deeper into building out one of the specific content resources? No, the first thing. that I want you to do is I want you to tell me what are the unique features that the ICA would most want to use.
So I'm basically just asking it questions right now.
Paula suffers from intense decision fatigue after 50 to six hours of work a week, handles back -to -back Slack notifications. Okay. Doorman approved contactless pickup and delivery.
So you notice that it's picking up that this person lives in a high rise in a very luxury type of town, right? Now, most people would be like, why would people who live in a luxury apartment use a laundromat? Well, it's not for the same reasons that regular people would go to a laundromat, right?
They would actually probably use the pickup service that it has. And that's the service, just so you guys have the context. That is what they're trying to sell here in this particular offer is a membership.
So they pick up the laundry, they wash it, and then they deliver it. And they're right outside of Lincoln Park. So we've got the basics.
It understands the ICA. It understands the content Bible. It has said this beautifully.
Now, here's the thing. One thing that you want to ask, and this is going to help you guys figure out whether or not your content Bible is clear. You can ask it this question, okay?
Did I describe the frameworks and mechanisms in my content?
clear enough for my ICA to understand the value if they saw this in their news feed. See what I'm doing here? I'm asking, like, did I actually say this clear enough to where they would understand it if they saw this in their news feed?
Look at this. To give it to you straight, no, not in its current content Bible form. If Paula saw the text from your content Bible directly in her newsfeed, she would scroll right past it.
However, this isn't because your strategy is bad. Your underlying frameworks and mechanisms. are actually brilliant and hit her exact pain points.
The issue is packaging. Your content Bible is written in B2B business logic using words like mechanism, friction points, and ROI calculations. That's good.
It's recognizing this, right? And so it's basically telling me exactly what to fix, right? The math is too cognitive for a quick scroll.
What your content Bible says, paying $50 a week to save three hours is a $160 ROI at $70 an hour. Why it misses when Paula's scrolling Instagram at 9 p .m. after a 10 -hour day, she has severe decision fatigue.
She doesn't want to do algebra in her head. So you see, even what I wrote, it's like, nope, let's do this, okay? So that's the thing that, that's what I'm gonna go on.
So what I would typically do right here, is I would say, I'm not going to do this for the sake of time, but what I would typically do is I would have the AI write the content Bible in words that my ICA would understand. Make sense?
So that would be the thing that I would change here. Okay. Now, again, we're going to start talking about principles outside of R3OAS.
Like I said, if you haven't picked up R3OAS, Highly, highly recommend that you're going to learn so much about what we're doing today by reading the book. But I'm going to teach you guys enough so that you can understand the principles and actually do this.
So one of the things that my mentor has always taught me is any time that we are talking to our audience, we always want to install something that's called allegiance capital. Now, at all times, with every single step, as we're creating content, we always want to answer four questions. And so you could actually test every piece of content by asking these four questions.
As a matter of fact, how many of you guys notice that my power content, all of my video ads have a very specific formula as to how I read it? Headline, promise of value, usually a value bomb CTA, right? It's because I've written it around these four questions, okay?
Every single piece of content needs to answer these four questions, okay?
Why am I here? Two, am I in the right place? Three, what do you want me to do?
And four, if I do the thing, what happens? That's Allegiance Capital. Every single landing page, We write every single video ad copy.
We write every single text message we send. Every single email we send needs to answer those four questions. Why am I here?
Am I in the right place? What do you want me to do? And if I do the thing, what happens?
And so what I'm going to tell Jim and I here is I'm going to say, I want every single piece of content. to be able to showcase something that i call oops allegiance capital it needs to answer four questions at every step why am i here am i in the right place what do You want me to do.
If I do the thing, what happens? Can you take a look at my content Bible and make sure all of this is contained within the steps?
Cool. Okay. So now we can see, right, all of this.
This is pretty cool. Extended care ecosystem or referral programs. Why am I here?
To eliminate the fragmentation of running multiple errands across Chicago to try different cleaners, tailors. Am I in the right place? Yes, this functions as a comprehensive high -end closet concierge.
Ooh, I like that. Closet concierge. That's sexy.
Explicitly tailored for a premium wardrobe lifestyle. What do you want me to do? Well, utilize the separate designated compartment inside your existing branded bag to pass off dry cleaning alterations or winter coat.
If I do the thing, what happens? You save valuable storage space in your apartment, secure... That's awesome.
So what I'm doing here is I'm just going to go here and I'm going to say doc .new.
And what I'm going to do is I am going to type Chicago message optimizer. And so this is going to be the third document. You're going to have your ICA, your content Bible.
And this document is built off of that. So all I'm going to do right now is I'm just going to go here and I am going to paste this here. So that's Allegiance Capital.
Why am I here? Am I in the right place? What do you want me to do?
If I do the thing, what happens? Okay, great. Now, the next thing that we want to do is something that I learned from my buddy.
His name is Sam Ocean, an amazing copywriter, amazing copywriter. And as he was teaching me his YouTube strategy, there was something that really clicked with me and it has helped me create content that allows my content to stand out or my client's content to stand out. And he talks about something that's called brown cow versus purple cow.
And what he wants in all of our pieces of content, we want to find the purple cow, okay? Brown cows is basically things that every piece of content has. It doesn't make anything unique.
Your purple cow is you're trying to find the unique qualities, right? So, well, Seth Godin, right? Well, Sam uses Seth Godin's framework.
It's awesome. But purple cow versus brown cow. So all we're going to do is ask Gemini, say, okay, this is great.
The next thing I want us to do is find the purple cows, meaning what makes our content stand out versus brown cows. that blend in with everyone else. And what Leanne, right, what Leanne just said, something I didn't know, I'm actually going to add this in.
I think Seth Godin coined the term for context.
Yep, there you go. See, it knew it. But see, this is why it's important that we know frameworks and principles, right?
Like, look at this. Like, this is like, if you use some of the best copywriting techniques for some of the best, you're gonna be able to use this so, like, so good. So the Purple Cow filter for Ginny's brand, the onboarding hook.
The Brown Cow, we offer convenient online booking and high quality services. Big whoop. The Purple Cow, your 90 second no phone call ever booking.
You see the difference? What is everyone else doing? What is it that we do that is unique?
So what I'm going to do is I'm going to copy all of this and I'm going to come back here and I'm just going to post it.
So next thing that we're going to do is remember, we want to create gravity, right? As we're trying to pull people through our sales process.
People are kind of like little kids playing soccer, right? You ever watch? So back in 2004, I think this was a while back, I volunteered my summer to teach little toddlers how to play soccer.
And one of the things that I noticed is when the little kids didn't know what their next step should be, they just stopped and just looked at you. That is what most people do in a sales funnel, right? The first opportunity that they get confused, they just stop.
And they're like, oh, Matt's stuff is confusing. I don't understand. And they go look for someone else, right?
And so what we want to do is we want to make sure that we are clear in the way that we are actually deploying this information. Right? And so one of the things that I love to do is I love to run it through an Alex Harmozy filter.
One of the things that Alex Harmozy does incredibly well is he talks in a language that everyone can understand. That is why I consume his content so much because I'm practicing how to talk like him. Yep, exactly.
Like Martin says, clear, not clever. The next thing I want to do is pass all of this through an Alex Harmozy filter.
He talks in language that everyone can understand. What are some of the... Main frameworks are processes that we need to rewrite so that our ICA can clearly understand it even when scrolling through a busy and distracting news feed.
There we go. I love all this. This is so much fun, y 'all.
And it even came with a Grand Slam offer headline. That's cool.
So what I'm going to do is I'm literally just copying this and I'm going to go put it back here. Okay. Now, the next thing that we're going to do is we're going to go back here.
And there's always going to be... Two different reasons as to why people are not going to move forward and buy, right? The first one is objections.
Everyone here is probably pretty familiar with solving objections, right? Or busting objections. What we also want to do is not only sit here and bust objections, but we also want to figure out what are the false beliefs that lead to solving are busting those objections, right?
Salespeople talk about this all the time. But what do you think happens if all we do is focus on objections?
We're probably not going to get our ideal client. Because I'll give you a good example, right? So let's say I'm on a sales call with Matt, right?
And Matt wants to learn my ads process.
Matt's like, well, I don't have time to learn your Facebook ad strategy, right? And I'm just like, well, don't you want to be an entrepreneur? And I stronghold him into that objection, right?
Like, you know how like sales people love, love, love teaching you guys how to bust objections. So if I bust that objection and stronghold Matt into buying my ads program and The first time that his kid comes in kicking and screaming when he's trying to watch one of my videos, what do you think is going to happen?
Matt's going to be like, shit, I shouldn't have bought this. I really don't have time for this. And Laurel, can I have a refund?
Happens all the time, especially in fitness programs. People get talked into buying these fitness programs because it's good for them. They should do something for themselves, right?
How many moms have ever been told that? Screw your kids. You need this you time.
This is for your, no. What we need to figure out is what is the false belief that is causing the objection? There's always a false belief behind that objection.
And so what we're going to do next is we're going to tell Jim and I, I want you to tell me the top 10 objections that my ICA. would have if they saw this offer while scrolling aimlessly through their newsfeed. We're going to start here.
I'm going to show you guys something really cool.
The Trust Roulette. What she thinks. I spent $200 on my Vince Cashmere sweater and Theory Silk blouses.
Some random app -based laundromat is going to toss them into an industrial dryer and turn them into doll clothes. That's pretty good. I love how also, check out what it's doing.
It's calling it the Hormozy Smash. How Hormozy would say it. That's pretty cool.
Push the doorman -approved ghost logistics. You don't have to be home. We are fully integrated with Lincoln Park luxury buildings, concierges, and packaging rooms.
That's cool. What she thinks, I think, I work 50 to 60 hours a week, go to Barry's, and travel constantly. I'm absolutely not sitting on my couch during a stupid four -hour delivery window waiting for a driver to show up.
It's cool. This actually does a pretty good job of what I'm about to show you guys. I like that.
So we're going to go a little bit further. We're going to go a little bit deeper here, okay? These are all...
Great. But behind every objection is a false belief. Let's add that after the harmosey smash.
The false belief, all laundry services are just automatic coin -up machines run by people who treat a $200 designer silk top the exact way they treat a $5 rag.
And so then we're going to do one more thing.
This is great. Let's add just one more section.
Tell me.
the mechanism or solution that Ginny has that will bust that objection and eliminate the false belief. Let's put this after the false belief.
This is awesome. I love this. So what I'm going to do is I'm going to copy all of this.
And I'm literally just going to post it here.
Then we're going to do something else, right? Because at the end of the day, we could eliminate every false belief. We can bust every objection.
But there's going to be one more thing that stands in the way of someone actually buying. Is getting them to adopt the mechanism that we're selling. Even though people understand the case study, even though people understand the math makes sense, there are always...
Five adoption decisions that still keep people from moving forward. Now, adoption decisions are gone into lots of detail in a book that's called Diffusion of Innovation. I don't recommend that you read that book.
It's one of the most boring books alive, but it's got some very helpful stuff in it. And this is one of them. And so the five adoption decisions.
So I'm going to say we are going. To create one more section. And this is for adoption decisions.
And what I'm going to do is I'm just going to say. The adoption decisions are. Complexity.
How hard is it for them to do?
Relative advantage. Why is this better? than what I'm currently doing.
We've got observability. Can I see someone else do it? Trialability.
Can I try it before I buy it? And then we've got compatibility.
Please make a list of all adoption decisions. my ICA would have to make before they buy. Now compatibility, that's a good one because like I'll give you guys an example.
So for the longest time, people thought my ads ecosystem didn't work with a funnel. So I had an adoption decision problem to solve. And so I had to start creating content that proved that my ads ecosystem actually makes running a funnel more profitable.
That's compatibility. How does this work with what I'm currently doing? So now we've got complexity.
How hard is it to adopt this new habit? Relative advantage. Is this measurably better than what I do now?
Observability. Can I physically see proof that this works and is safe? Trialability.
Can I test the waters without locking myself in? Compatibility. Does this fit with my current lifestyle?
By mapping these five adoption decisions to your four questions allegiance capital framework, you can audit any piece of content Jenny's content makes. Awesome. I love this.
Now, I love this, but I want more. Please give me 20 adoption decisions and how steps and frameworks solve or convince. My ICA to buy.
Be very specific.
Are you guys getting this? I'm just kind of talking to it, but you see how you have to understand principles? Otherwise, you wouldn't know how to ask it this stuff.
But we're getting it to think less analytical and more anthropological.
Pillar one, the multi -onboarding decision.
And also, people are like, God, do you do all of this stuff for a laundromat? Hell yeah, I do. Doesn't matter what type of business.
Like, I do this for every single business that comes across my desk.
Look at this. All of this.
Amazing. I'm going to copy all of this.
Okay. Now, one more thing that we're going to add to this. Jenny likely has a lot of competitors.
What is the typical laundromat in Lincoln Park saying, to lure customers in.
Now, if you guys want to take this to the next, next level, next, next level, and we don't have time to do it, but I want to tell you guys this kind of strategy. So we can do this, right? So we can actually say all of these things.
We can copy this. And we can add it here and be done with it.
The one thing that I do that I like to do, and I just made all of my Momentum members do this a couple of weeks ago before we started building our AI clone, is I was like, go and pull all of the YouTube comments of your top five competitors of their most popular videos. Go pull all of the top comments off of Reddit. What are they saying about your competitors?
And add one more layer here that says, this is everything that my competitor's audience is saying about this industry. And add that.
So I'm not using my AI twin right now. Y 'all, anyone should be able to do this right now in Gemini. There was a question in chat that says, so is this flow specific only possible due to Laurel's IP and her Gemini?
No, I'm starting from scratch. This is not me using my gem. This is not using anything.
This is everyone right now can be doing this if they have a fresh chat. But you have to have your ICA and your content Bible done. Because that's where it's feeding.
That's what it's feeding. It's feeding off of that information that's from those two things. So when you are starting a new project in Claude, when you're starting a new gym in Gemini, when you're creating a GPT in chat, GPT, you'll want to upload what I call the Holy Trinity documents, the ICA, your content Bible, and now this new document that we call the message optimizer.
But now you guys can see why I call it the message optimizer. It goes way deeper.
Yeah, so I would literally do this for each customer that I have. Every time that I have a new client, I am doing this work. And honestly, this is the most fun for me because I love going on Reddit and seeing what people are saying about it.
I love that shit. It's almost like spill the tea, Reddit. What's going on?
Because then you come up with like some of the best marketing messages. And now if you have these three documents inside, like, let's say I recommend Claude, like I recommend Claude. If you like, let's just say you create a Claude project from scratch and you give it my power content template, you could literally now say, go create power content.
Here's the template. Create one power content script for every step within my content Bible utilizing the message optimizer. That would be the prompt.
Like if you were using Claude.
Does that make sense? Then once it writes it, you can literally say, what objections would my ICA have to seeing this piece of content in their newsfeed?
Make sense?
So every time Claude writes a piece of copy, I always say, what would my ICA's objections be if they saw this video in their newsfeed?
Super, super powerful. But here's the thing. It's only as smart as the information that you can give it.
If you give a generic input, And this is why it's really important that you actually know your ICA. This is why it's important that you actually know your mechanism.
Because if your content Bible isn't clear, it's not going to be able to demonstrate your expertise, and it's not going to be able to clearly define your process and frameworks.
I'll show you guys one step further. If you aren't clear, on your processes and frameworks.
I have one more question. And this is even for a laundromat. Just think how powerful this would be for a personal development offer.
Think about how powerful this would be if, you know, you're an agency or a health coach or insurance agent, right? Like whenever like Brandon wanted me to run ads for our insurance company that sells burial insurance, this is the first thing I did. This will work for anything.
This doesn't matter what kind of business you have. This will work because if you need customers or clients, this will work. Like a roof, like every business should know all of this stuff when it comes to their, like, watch this.
I have one more question.
Pretend you're Harmosy.
Can you clearly define my main? process, and two signature frameworks.
I've never done this for a laundromat, so it'll be funny to see what it does. But whenever I have a new client and I'm doing this, especially, man, I had a client the other day that came in, in the spiritual space, and it was very woo. It was very, very woo.
And I put in this prompt right here, and it literally changed. how we marketed her business because she didn't have a process that was sequential. And I helped her create it with this prompt.
And so I'm just going to see what happens. I have one more question. Pretend you're Hermosi.
Can you clearly define my main process and two signature things? The main process, the ghost logistics pipeline.
Oh, interesting. Your main process is not laundry delivery. Delivery is a commodity.
Your main process is an invisible background utility that deletes a physical chore from a human life with zero human interaction.
Oh, we are definitely using that. That's fun. A signature framework, the investment wardrobe protocol.
Most laundromats treat clothes like rags. They toss everything. This framework is remote.
It changes the conversation from we wash clothes to we protect your net worth. It's pretty good. The opportunity cost reframe.
This is the psychological framework that shatters the internal guilt of outsourcing. High -earning professionals suffer from a false belief that doing their own laundry means they are handling their responsibilities. This framework turns that logic on its head using raw math.
It's pretty good. And so I would just add this one thing.
Pretty freaking cool. Don't you think? Do you guys think if you adopted this, your content would be better?
Yeah.
Remember two things. Every single person here, if you did a content audit right now and you just asked Jim and I, like if you pulled your top 10 last post, Run it through this message optimizer.
One, tell it to give it a score on how well you demonstrated your expertise, and two, can it clearly define a process or framework?
Colton said, you just did a master class for AI programming that I have paid $2 ,500 to learn. Yeah, and my Momentum members are about to, and well, Colton, you're in Momentum, so. you're about to, there's one more thing that we're going to do.
And it's a worldview. Like it teaches the AI to think like you, like your worldview, your values and everything like that. We're about to, there's going to be that another document that we're going to put in, but that's, that's a little advanced.
So I'm going to reserve that for my momentum, but yeah, that's, that's all of this stuff makes a huge difference in the way that the AI like outputs content. But you really have to understand, like, even what you guys learned today, y 'all, no one's teaching this stuff. No one's teaching it.
Like, it's all about, like, everyone wants you to think it's about eliminating em dashes. No one gives a shit whether you're using em dashes. No one cares.
It's just a way for, like, I get so many people in Lean on Laurel and they're like, well, of course, I'm going to remove the em dashes. I'm like, okay, cool. Like.
It's not going to change the way, it's not going to change how people perceive your content. Good content is going to be content no matter who writes it. Like, if there was a post and it had em dashes in it and it contained a solution to a problem that you've been trying to solve, are you just going to be like, nope, not reading it, it's got em dashes.
Right? No one's doing that.
The only reason why people make such a hoopla about em dashes is because usually the content that comes with em dashes is AI slop. Yeah. And a lot of us just used em dashes before AI, so I used arrows before AI.
I'm not going to stop writing just because people are like, well, I'm like, then don't read my content. I don't care.
I love my em dashes too, Mandy. Awesome.
Anyone have any questions? You guys can throw them in the chat.
In about eight minutes, me and my Momentum members, we're going to, who's ready for our DM role play call? That's probably my favorite call I do in Momentum is DM role play. Like I pretend that I'm their customer in the DM, but I make my students like talk through the DM conversation.
It's so much fun.
Awesome. Yeah. Any $7 peeps have any questions before we?
I'll give you guys about seven minutes of your time back. Let's see. Is that how you say your name, Rajiv?
How do you say your name?
So, Ava, if you're using the prompts in Momentum, you don't even need, like, it automatically does all of this for you.
Let's see. Do you do something similar to create the content Bible?
Momentum member, should I be nice to people who showed up live on the $7 call? Should I give them that prompt that interviews them? Nicole is shaking her head yes.
Should we be kind today? Okay. I'm going to give it because you guys showed up live.
And if you're watching the replay, I'm sorry. I know for some of you guys it's 2 a .m. in the morning, but.
Not everyone gets a trophy. I'm going to give you guys.
And just so you guys know, and my Momentum members will tell you, this version of Laurel, if you think lightning Laurel is spicy, Y 'all ain't seen nothing yet. This one is even spicier.
So, but she will interview you one question at a time. And I will say this, it takes probably about 30, 35 minutes to get through the entire thing. I believe that is the correct one.
Look at all those people. I already see it like in my Google Drive, like 29 people right now just clicked on that link. That's so funny.
You guys are very welcome.
But yeah, if people are still watching, like hell. If you're watching the replay, I'll even be kind if you're still watching at this point. Send me a DM.
I'll hook you up.
Okay. I think I got all the questions. Yeah, you guys are very welcome.
Did you guys enjoy this?
Let's see. Oh. Awesome.
Okay, cool. We'll do more stuff like this. We will definitely do more stuff like this.
Awesome. Thank you. If you guys enjoyed today's training, all I ask, share the $7 program with one person.
Go and tell one person that it's worth paying the $7 a month just to be here. That's all I ask. One ask.
Cool.
Let's see. Do you have a link to what you taught today? Are you talking about the principles or the replay?
The replay is going to be in the program. I totally, totally recommend this book, Arthur Yoas. It's on Amazon.
I will say this, it's not cheap, but this is one of the best $97 purchases you will make. It is worth it. We wrote it like a textbook.
As a matter of fact, a couple of colleges use it for curriculum, for marketing. Pretty cool, huh?
Let's see. Kamisha says, no question, but still wanted you to know I got three X my ROAS last month. Hell yeah.
Let's all high five Dr. Kamisha right now. That's awesome.
That's awesome. I love that. I love when y 'all share wins.
Anyway, Momentum members, you guys ready? Let's roll up our sleeves. Let's go work some DMs.
If you guys want in on the wait list, as a matter of fact, if you're alive on this call, just tell me you were alive on this call and I'll move you up on the wait list if you want to get into Momentum. agilethrottle .com slash momentum. And I'll move you up on the wait list.
Anyway, you guys, I love you all. I will see you guys on the next training. Bye guys.
The Hook
The bait, then the rug-pull.
Before she opens a single document, Laurel Portié tells her $7-program members that today isn't about prompts, it's about training an AI to think anthropologically instead of analytically, then proves it live by building a real client's laundromat business into a document she calls the message optimizer.
Frameworks
Named ideas worth stealing.
21:08list
Allegiance Capital (the four questions)
Why am I here?
Am I in the right place?
What do you want me to do?
If I do the thing, what happens?
A test Laurel's mentor teaches for every single piece of content, from a landing page to a text message, ensuring the reader always knows where they are and why.
Steal forauditing any landing page, ad, DM, or email before it ships
23:47concept
Purple Cow vs. Brown Cow
A filter for separating generic claims every competitor already makes (Brown Cow) from the specific, ownable claim unique to this business (Purple Cow), credited to copywriter Sam Ocean and originally Seth Godin.
Steal forrewriting a feature list into a differentiated hook
A four-step structure for handling objections that also names and dismantles the false belief driving the objection, instead of just arguing past it.
Steal forsales page FAQ sections or objection-handling scripts
35:55list
The Five Adoption Decisions
Complexity
Relative advantage
Observability
Trialability
Compatibility
From Diffusion of Innovation: the five decisions a buyer still has to make even after every objection and false belief has been resolved.
Steal forauditing a funnel for the real reasons an otherwise-convinced lead still hasn't bought
42:07list
The Holy Trinity Documents
ICA
Content Bible
Message Optimizer
The three documents Laurel uploads to any new AI project, gem, or GPT before asking it to write client content, so the AI can demonstrate expertise and define process instead of producing generic output.
Steal forsetting up a Claude project or custom GPT for a specific client
CTA Breakdown
How they asked for the click.
VERBAL ASK
53:32product
“If you guys enjoyed today's training, all I ask, share the $7 program with one person.”
Soft, single-ask CTA rather than a hard pitch, paired with a Momentum waitlist mention and an offer to move live attendees up the waitlist.
Add Modern Creator as a preferred source and Google shows you more of our breakdowns in Search, Top Stories, and AI Overviews. It only changes what you see, and you can undo it in your Google settings anytime.
Add to Preferred SourcesOpens your Google source preferences with us pre-loaded. Tick the box and you're done.
A 62-minute live training where Laurel Portié hands over the exact scoring rubric, demonstrated expertise over abstraction plus assumption, that she runs on every reel in her private coaching practice.
A live Momentum mastermind pitch call where Laurel Portié draws her invisible-list-and-conveyor-belt retargeting system on an iPad whiteboard, then fields real questions from her own paying students.
A live Zoom training on turning boosted posts into a system that keeps cold traffic moving through four content angles until strangers are ready to buy.
A live Zoom training where Laurel Portié renames her go-to retargeting sequence and rebuilds the pitch around one number: only 2-3% of any audience is ready to buy today.
A live coaching call breaks down the three-part content system Laurel Portié runs behind every funnel, and why most people quit it before the 62-day buying cycle pays off.
A 110-minute live training on turning $5-a-day video ads into a list-building machine, using a resonance score, a "content bible," and a real client's year of $500/month compounding into $25,700.
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