Tribe Unit 2

Marketing + AI

Week of January 12, 2026

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Knowledge & Wisdom

Marketing Call
1. MARKETING = CORE TRUTH: Cashflow Matters FIRST

The fundamental truth in marketing: Know your numbers before you scale.

  • Know Cost per Acquisition - What does it cost to win a customer?
  • Know Front-End Offer - What is your first offer?
  • Know Back-End Ascension - Where do you lead the customer?
2. Leads vs. Buyer Leads

"I don't give a shit about free downloads. The only reason I ship a book is to get an address and a credit card."

The Critical Difference:

  • Lead: Downloaded something free
  • Buyer Lead: Pulled out credit card and paid

Why Buyer Leads Are Everything: The hardest action online is pulling out the credit card. Even if you lose $40 per book lead, you're gaining buyer behavior. Backend value creation makes the difference. Garrett has been losing money on every book since 2006 - and keeps doing it.

3. Lifetime Value (LTV) Decides Everything

"I could pay $10,000 if I know I have a potential to $100,000 contract."

The Math of Winning: If your client is worth $5,000 and you spend $1,300 to acquire them, that's a 3-4x ROAS. Economics decide scale.

4. Cheaper Leads ≠ More Money

"I'll pay $50 for you. Same email. Eight cost me 50. Five dollars. I've done I had $90 leads, opt ins. People are like, you fucking crazy."

  • Cheap leads ($6-15): Low conversion, long sales cycles
  • Expensive leads ($50-90): Higher quality, better conversion
  • Who can spend more per customer WINS the market

The Offer-Stack Framework

Element Purpose
Frontend Creates Entry - "The only reason you're selling that book is to get a credit card"
Backend Creates Profit - Where the real money lives
Upsell Creates Leverage - Maximize lifetime value
The Offer-Stack

Frontend creates entry. Backend creates profit. Upsell creates leverage.

The 4 C's of Business

The 4 C's

The 4 C's: Capture → Connect → Convert → Compound

The Conversion Arc Framework

Every campaign moves prospects from NO to YES through content bridges.

Mindset Shift: Point A (NO) → Content Bridge → Point B (YES)

Use every format: Email, Video, Audio, Live Webinars

  • Marketing locks attention
  • Messaging converts belief
  • Every campaign has ONE outcome: A specific action
  • Prospect stays until decision is made (Yes through action or exits the list)
Marketing Loop

The Marketing Loop: Attention → Trust → Transaction → Ascension → Repeat

Daily Marketing Discipline

1. Mail Daily - No Exceptions

"How often is mailing? Every day. Why? You are irrelevant to everyone within 20 to 48 hours."

  • Open Rates: 20-30% (sometimes 45% on good campaigns)
  • This means: 70% of your list doesn't see the email
  • Solution: Hit them again. And again. And again.
  • Silence equals invisibility

Why Celebrate Opt-Outs: "You should celebrate something which people opting out of your list. Why? It's actually getting delivered, and they're actually looking at it."

2. The Google Doc + Text Strategy

Garrett's 3x Reach Strategy:

  1. Write Email → Create copy
  2. Send Email → Via GoHighLevel
  3. Create Google Doc → Same email, clickable link
  4. Send via SMS → Google Doc link texted
  5. Publish Publicly → As blog post

The Numbers:

  • Email Open Rate: 20-30%
  • Google Doc via Text Open Rate: 50-60%
  • Blog: Additional organic reach

3. Contact Standard - React Immediately

"Call immediately. Text immediately. Personal video immediately. Daily follow-up until resolved."

Tim's Mistake: 40+ phone numbers. ZERO calls. Reason: "Thought it would be too fast." Garrett's Response: "Every day you wake up, I can call you."

"The only purpose of marketing is to sell something."
"If you torture numbers long enough, you can get them to say whatever you want them to say."

Key Insights

  • On Conversion Math: Spend $1,300, sell ONE $5,000 program = 3-5x return. That is strong economics. Scale the speed.
  • On Pages: Template websites look professional but bring no business. You need clear offers, YOUR face, and story.
  • On AI: Tim created a complete e-book in 3-4 hours with AI. Everyone will have 20 books soon. The differentiator: Who SELLS and FOLLOWS UP.
  • On Study: Study daily 10-15 minutes. Alex Hormozi, Russell Brunson, Dan Kennedy, Donald Miller.
AI Call
1. AI as Accelerator, Not Replacement

"AI is here to accelerate you, not replace you."

  • AI collapses time: Months of work become days
  • AI will EXPOSE you, not replace you:
    • Expose gaps in your marketing knowledge
    • Expose missing structural sequences in sales
    • Expose unclear communication
  • Speed to market, speed to implementation, speed to execution - that's the only focus
2. AI Is No Savior - Input Equals Output

"If you're dumb and you put dumb shit in, you're gonna get generic shit out. If you're putting in your thoughts and then we're extracting it, all we're doing is speeding the process up."

  • AI cannot think for you - it amplifies your inputs
  • Quality of prompts = Quality of outputs
  • BAD input equals BAD output
  • It needs YOUR thoughts, YOUR frameworks, YOUR perspective
3. The Blend Effect - AI Brain Building

"As the custom knowledge starts to increase, it stops accessing general knowledge from the web. But what it starts doing is it starts creating this blend."

How the AI Brain Actually Works:

Layer Source Purpose
General Knowledge Web (by default) Baseline information - generic, neutral
Custom Training Data Your Inputs Your personality, tonality, frameworks
The Blend Mix of both Unique AI Brain = Mirror Version of you

What to Load into Your Brain: Frameworks, Books, Emails & Copy, Your Stacks, Call Transcripts, Content you've created

The Blend Effect

General Knowledge + Custom Training Data = The Blend (Mirror Version of YOU)

4. AI Activates Creativity You've Never Accessed

"This thing is not here to replace you and me. It is here to activate creativity in us that we have never been able to access."

  • Michael's realization: "It levels up my thinking. I already know, it's just hidden in there."
  • AI gives you language and frameworks you wouldn't see alone
  • You become cleaner, more concise, more structured
  • Makes you smarter on video, in client calls, in negotiations

Pit → Peak → Path → Pitch Framework

The central marketing framework for every campaign:

Element Meaning
PIT The problem where the customer sits - Stuck, frustrated, don't know direction
PEAK The possibility, desired state - Promise Land: Where they could be
PATH The gap between Pit and Peak - The mental + practical journey from problem to solution
PITCH Your offer - The solution to the Path (Program/Product/Service)

"Whatever I'm selling: Program, Product, Service - IS A SOLUTION to the Path you've opened up."

Application: Use for Marketing Campaigns, Sales Conversations, Email Sequences, Video Scripts, Ad Copy, Internal Upsells, Organic Content

Pit → Peak → Path → Pitch Framework

The transformation journey: Frame A (NO) → PIT → PEAK → Frame B (YES)

Live Demo Workflow: From Sales Letter to Full Campaign

  1. Step 1: Load Pit-Peak-Path-Pitch framework + describe target customer
  2. Step 2: Convert sales letter to VSL (Video Sales Letter) for teleprompter
  3. Step 3: Devil's Advocate - "Punch holes in what we've written. Show me why it might not convert."
  4. Step 4: Upgrade to cold traffic version (harder edge) or luxury referral version (softer)
  5. Step 5: Create 4 high-converting headlines
  6. Step 6: Build 7-day email campaign framework FIRST, then write individual emails
  7. Step 7: Convert to organic content (YouTube script or freestyle framework)

The Goal: "The goal is not to read the scripts. The goal is to become the script."

Project-Specific Instructions (ChatGPT Pro)

Define rules for how AI operates in specific projects:

  • Marketing Project: Use Alex Hormozi's concepts as guideline
  • Sales Project: Sales psychology frameworks
  • Internal Comms: Client communication rules
  • Personal Stacks: Bible, Warrior, Financial frameworks

Pro Tip: Ask AI for condensed versions or trigger words (e.g., "Hormozi Mode") to activate rules

Key Insights

  • On Reps: "AI is like Jiu-Jitsu - you need reps. Want your black belt in AI? You're gonna have to roll."
  • On Timeline: "By the end of Q1, you will all be elite at this shit."
  • On Team AI: Company accounts share the same brain. All team work contributes to collective knowledge.
  • On Speed: Michael Cummings now writes copy as good as Garrett after 20 years of direct response marketing.
"AI collapses time. Like months of work into days can be done, particularly in the game of campaigning."
"This thing is not here to replace you and me. It is here to activate creativity in us that we have never been able to access."
"My job is to get you six months to a year ahead of everybody."
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Homework & Action Items

Marketing Assignments
1. Build Your Landing Page/Funnel
You need a clear place where prospects land and convert. A website is not enough.

Create within 4 weeks a clear landing page/funnel with:

  • Clear offer (no generic "Find Your Next Home" BS)
  • YOUR face/video (Personal Brand)
  • Call-to-Action
  • Opt-in opportunity (Email + Phone Number)
  • Target: 60%+ Conversion Rate
2. Define Your Cost Per Acquisition Economics
You can only scale if you know how much you can spend per customer

Calculate and define:

  • What does a lead cost you?
  • What does a buyer-lead cost? (someone who pulled out credit card)
  • What is your Lifetime Value (LTV)?
  • What are you willing to pay for a customer?
3. Daily Email Marketing - Start MAILING
You are irrelevant after 24-48 hours. Silence equals invisibility.

Send an email EVERY SINGLE DAY to your list.

Deliverable:

  1. Write Email (Content + Call-to-Action)
  2. Send via Email System (GoHighLevel/your system)
  3. Post in Google Doc + send link via SMS (50-60% open rate!)
  4. Publish as blog post (public for more reach)
4. Call Your Leads IMMEDIATELY
Leads get worse with every day. Money comes from SELLING, not downloads.

Every lead with phone number gets called IMMEDIATELY - same day it comes in.

  • Daily outbound call process
  • Every phone number called within 24h
  • Follow-up until resolved (Sale or clear No)
5. Lead → Buyer Lead Conversion
Free Leads ≠ Buyer Leads. Someone who pulled credit card is 10x more likely to buy.

If you offer free ebooks/downloads: Build a step where prospects must pull out credit card (even if only $1-10).

  • Rework your funnel: Free → Low-Ticket Offer ($1-50) with credit card
  • Track separately: Free Leads vs. Buyer Leads
  • Optimize for Buyer Leads, not just download numbers
6. Study Daily Marketing Masters
Continuous learning = competitive edge

10-15 minutes daily study:

  • Alex Hormozi (6h Podcast "What to Do in 2026")
  • Russell Brunson (Expert Secrets, Funnel Building)
  • Dan Kennedy (Direct Response Marketing)
  • Donald Miller (Building a StoryBrand 2.0)
AI Assignments
1. Apply Pit-Peak-Path-Pitch Framework to Your Offer
This framework is the foundation for all marketing and sales messaging

Take the framework document and apply it using AI:

  1. Copy Pit-Peak-Path-Pitch framework into your AI
  2. Describe your target customer in detail
  3. Have AI help identify their pit, peak, path, and pitch
  4. Generate a sales letter using this framework
  5. Create variations (cold traffic vs referrals, different angles)

Deliverable: Complete Pit-Peak-Path-Pitch analysis + at least one sales letter draft

2. Continue Last Week's Brain Loading Prompts
AI only becomes powerful when it has YOUR custom knowledge loaded

If incomplete from last week, finish loading:

  • Personal stack work, frameworks, business information
  • Set up at least one ChatGPT project with custom instructions
  • Load frameworks from industry leaders (Hormozi, Brunson, etc.)
3. Daily AI "Reps" Practice
AI mastery comes from repetition, like jiu-jitsu

Spend time in AI every day. Want to be elite? Roll daily.

  • Daily practice: 20-30 minutes minimum
  • Not just extracting - input YOUR unique knowledge
  • Goal: Elite-level by end of Q1 2026
4. Practice Devil's Advocate Technique
Identify weaknesses before launch

On any copy you create, prompt AI: "Play devil's advocate and punch holes in what we've written. Show me why it might not convert with cold prospects."

Typical weaknesses: Too safe, doesn't stop the scroll, names problems but doesn't prove you prevent them, benefits sound good but aren't visual or measurable.

5. Build Content Repurposing Chain
Maximize every piece of content across multiple formats

Practice the workflow:

  1. Sales letter → VSL script
  2. VSL → Email sequence
  3. Email → Organic content (YouTube/social)
  4. Create both script versions and freestyle frameworks
6. Set Up Project-Specific Instructions
Define rules for how AI operates in different contexts

In ChatGPT Projects, set up:

  • Marketing project with specific frameworks/rules
  • Ask AI for condensed versions or trigger words
  • Different projects for different use cases

Weekly Completion Tracking

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Quotes to Remember

"I don't give a shit about free downloads. The only reason I ship a book is to get an address and a credit card."
"You are irrelevant to everyone within 20 to 48 hours. Silence equals invisibility."
"The only purpose of marketing is to sell something."
"What are you willing to pay for a client? This needs to be a number in your brain."
"AI is here to accelerate you, not replace you."
"If you're dumb and you put dumb shit in, you're gonna get generic shit out."
"This thing is not here to replace you and me. It is here to activate creativity in us that we have never been able to access."
"The goal is not to read the scripts. The goal is to become the script."
"AI is like Jiu-Jitsu - you need reps. Want your black belt in AI? You're gonna have to roll."
"My job is to get you six months to a year ahead of everybody."