ai loops

I’m currently spending $1700/day on META ads for my business but the ROI is starting to decrease.

The ads are still profitable, but they could do better. Time to launch some new ads.

Maybe you spend money on ads as well. This email is for you.

For some context, my business helps medical spas bring marketing in-house so they can fire their agency and save money. Here’s our website if you’re curious.

Below is an ad angle I’ve been running for the past 2 years:

(Btw, when I say “ad angle”, I mean a particular concept or “hook”. I change up the ads but the concept stays the same. In this case, the concept is: “Thanks to AI, you don’t need an agency to grow your med spa”.)

When I launched this angle back in 2023, “AI” was an incredibly sexy buzzword.

All you had to do was mention “AI” in your ads and you’d get a ton of interest.

It was great. My ads blew up and made me lots of money.

BUT, markets catch up and buzzwords run dry.

It’s now 2025 and everyone is using AI. These two letters don't hit like they used to.

Thankfully, I’ve read the book Breakthrough Advertising which gives me a unique perspective on this matter…

Breakthrough Advertising gives you a birdseye, almost omnipotent view of market hype cycles so you can always be a step ahead.

According to Eugene Schwartz, all markets evolve through 5 distinct stages, becoming increasingly sophisticated, saturated, and skeptical over time.

The stages are:

1. Innovation

2. Competition

3. Unique Mechanism

4. Mechanism Competition

5. Identity/Emotion 

When ChatGPT came out in November 2022, we dropped into the Innovation stage of an entirely new market cycle.

AI was as hot as can be. Just mention “AI” in your ads and you’re good.

Startups were even changing their names to include “AI” in order to get more attention from investors.

It’s now 2025, and we are well past both the Innovation and Competition stages of the AI hype cycle.

People no longer care if you’re using AI. They instead want to know how your AI solution is unique.

We have entered into the Unique Mechanism stage.

A unique mechanism is a distinct feature or reason why your product/service is different + better.

It's the "secret sauce" behind why your thing works.

In a brand new market (like AI 2 years ago), a unique mechanism wasn’t needed.

AI itself was the unique mechanism. That’s why people took notice upon a simple mention of AI.

Now that everyone’s been screaming “AI” for the past 2 years, it has lost its meaning.

That’s why the next step for my business is to demonstrate how we uniquely use AI to get the best results.

In order to demonstrate, one must first capture attention.

You capture attention by giving your unique mechanism a name.

A classic example is P90X’s “Muscle Confusion”:

In a time where people were tired of the “lose 30 lbs in 30 days” claims, Muscle Confusion gave people hope that P90X was different.

The program became the highest-grossing home workout system ever, generating more than $700 million in revenue by 2013.

Pretty nuts.

Anyways, I’m calling our new unique mechanism “AI-Loops”.

Below is how that unique mechanism appears in a headline:

You may notice that the difference is comically subtle. I literally added one word.

Don’t underestimate. Let’s break down the psychology…

By this point, medical spa owners have seen 100’s of ads claiming “how AI can grow their med spa”.

The hook loses its power once everyone starts using it. This is why my ad performance is decreasing.

Btw, the “how AI can solve your problem” hook is being used heavily in many industries. Consumers are getting tired of this claim in many markets at once.

Luckily, you can apply the principles of market sophistication no matter the industry you’re in.

Let’s get back to the phrase “AI Loops”… Even though I simply added the word “loops", it fundamentally changes the headline.

People already know about AI, but they don’t know about AI Loops.

The word “loops” creates just enough curiosity for people to opt in and see what the fuss is about.

Caveat: You can’t just make up a term without backing it up. Then you’re just a gimmicky marketer.

This is why I have an explainer video on the next page. It explains the concept of “AI-Loops” and how it can help medical spas grow.

Full disclosure: I just received the first draft of this video back from my editor so it’s not ready for the internet.

You’re a homie though, so if you’re curious, you can peek at the first draft HERE.

Yes, I’m smack dab in the middle of launching this thing. I want to share with you my process as it unfolds.

So that’s the play. Understand how market cycles evolve so you can always stay one step ahead.

If you like money, I highly recommend picking up a copy of Breakthrough Advertising.

It’s a fun read and will level up your marketing game big time.

See you next week 🫡 

Graydon

If you found this post helpful/entertaining or know someone who would, I’d love if you could share it with them and invite them to subscribe:

https://www.entreflaneur.com/p/ai-loops

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