The weakness of our current version of AI is that it extracts its knowledge only from what we have taught it.

Things that are rarely done are difficult for AI to imitate.

AI has confidence in things that are repeated online ad infinitum.*

Predictable ads follow the orthodox guidelines taught in every college in America. AI can find countless examples of these ads online. This is why AI can write predictable ads that look, feel, sound and smell like all those other predictable ads.

Predictability is a thief that robs you in broad daylight.

If you want your ads to remarkably outperform the predictable ads written by AI; if you want your ads to be noticed and remembered; you must do what is rarely done.

1. Enter your subject from a new angle, a surprising angle, a different angle.
2. Write an opening line that makes no sense.
3. Cause that opening line to make perfect sense in less than 30 seconds.

This technique is known as Random Entry and almost no one ever uses it.

“I’m John Hayes and I’m talking today with GoGo Gecko.”

“I was a 10-year-old boy holding a flashlight for my father.”

“Mr. Jenkins?”

“Yes, Bobby.”

“How much should a hamster weigh?”

“There’s Elmer Fudd, Elmer’s Glue, and me, Elmer Zubiate.”

Random Entry is not orthodox. Random Entry is not predictable.

“What makes our company, our product, our service different from our competitors?”

If you ask yourself that question, you will come up with the same 3 or 4 opening lines that each of your competitors will come up with when they ask those same questions. Your ads, and their ads, will look, feel, sound and smell like ads.

When you begin in a predictable way, it is hard to be unpredictable.

AI ads feel like ads because AI cannot (1.) identify, (2.) justify, or (3.) rectify Random Entry.

1. Identify.
2. AI cannot find examples of what does not exist. But you can create it.
3. Justify.
4. AI cannot bridge a random opening line into an unrelated subject. But you can build that bridge.
5. Rectify.
6. AI cannot reconcile a random opening line so that it makes perfect sense. But you can create a metaphor out of thin air.

When a novel becomes a bestselling book that gets made into a movie, you can be certain that it was built upon a weird and unexpected – but highly engaging – opening line.

“Call me Ishmael.”

– Herman Melville, Moby-Dick

“Where’s Papa going with that axe?”

– E.B. White, Charlotte’s Web

“Many years later, as he faced the firing squad, Colonel Aureliano Buendía was to remember that distant afternoon when his father took him to discover ice.”

– Gabriel García Márquez, One Hundred Years of Solitude

“It was a bright cold day in April, and the clocks were striking thirteen.”

– George Orwell, 1984

“Happy families are all alike; every unhappy family is unhappy in its own way.”

– Leo Tolstoy, Anna Karenina

Choose any one of those opening lines and tell your favorite AI to write an ad for your business using EXACTLY that line as the opening line. If your AI is successful, it will be due to the fact that you gave it a series of extremely insightful prompts. (Probably based on some of the things you learned in this Monday Morning Memo.)

Srinivas Rao recently wrote, “Confessions of a Master Bullshit Artist, aka ChatGPT.”

You think I’m a genius. I’m not. I’m an overconfident parrot in a lab coat.

I don’t know anything, check anything...