This guide contains the exact workflows, prompts, and decision-making process from Frank and Natalia Kern's live training on September 17th, 2025. Each section tells you when to use a technique, how to execute it, and what to expect.
Color-coding for quick reference:
🟢 When to use this (decision criteria)
🔵 Step-by-step process (exact workflow)
🟡 Exact prompts (copy-paste ready)
🔴 Common issues & fixes (troubleshooting)
Foundation: The Four Pillars
Pillar 1: The Universal Law
"Write the rough draft first, just get the basic idea and then try to make it sound cool."
Never try to make content sound perfect on the first pass. AI gets confused when you ask for strategy AND style simultaneously.
Pillar 2: The 5 Sacred Questions
Know the answers to these before writing any content:
Who is the market?
What do they want?
What must you demonstrate to be true?
What do you want them to believe about you?
What do you want them to do next?
Pillar 3: Chat Hygiene
One task per chat (strategy → drafting → editing → carousels → scripts)
Start new chats primarily to conserve tokens - every message re-reads the entire conversation history, so long threads burn through tokens fast
Each correction or edit forces the AI to re-process everything from the beginning
Pillar 4: The AI Mindset
"AI is a brilliant two-year-old" - It helps but doesn't replace your expertise. You do 10% of the work, AI does 90%.
Quick Decision Matrix
If you need...
Use this tool
Time required
Strategic content planning
Project Shepard
15-30 min
Quick email/ad copy
Rewrite
5-10 min
Professional video script
ScriptWriter
10-15 min
Instagram carousel
Carousel Maker
15-20 min
Sales letter rebuild
Project Shepard
45-90 min
Master Workflow 1: The Content Multiplication System
Start with one social media post, then transform it into multiple formats
The Strategy: We begin by creating a single, strategically-designed social media post that demonstrates you can help people. From there, we multiply that one piece of content into carousels, video scripts, and email promotions. This "content compounding" approach ensures message consistency across all platforms while maximizing your content creation efficiency.
(When you answer oJoy's questions so it can write the first post, you're actually giving it enough info to write an almost endless amount of content for you. For the sake of this conversation, we'll just start with a single post.)
🟢 When to use this workflow:
You need multiple content formats from one concept
You want to maximize reach across platforms
You have a specific teaching moment or tip to share
You're building authority in your niche through helpful content
🔵 Complete process:
Phase 1: Strategic Foundation - Creating Your Social Post (Project Shepard)
Why we start here: Before writing any content, you need to be crystal clear on your market psychology. As Frank demonstrated with Rochelle's sourdough business, answering these 5 questions programs the AI to understand your entire business context, making all subsequent content more targeted and effective.
🟡 Initial setup prompt:
"We want to make social media posts for [TARGET MARKET]. This is what they want: [SPECIFIC OUTCOME]. This is what I need to demonstrate to be true: [CREDIBILITY FACTORS]. This is what I want them to believe about me: [YOUR POSITIONING]. This is what I want them to do after consuming my content: [DESIRED ACTION]."
What happens next: The AI will ask follow-up questions about your business, background, and methods. Answer them thoroughly - you're programming the entire session with your expertise and approach.
Phase 2: Add Concrete Value
Why this step matters: Frank emphasized that you demonstrate you can help people "by actually helping them." Generic advice doesn't build belief - specific, actionable tips do. This prompt ensures your content provides genuine value rather than just making claims.
🟢 When to use this prompt:
You have a specific method or technique to share
You want to position yourself as someone who gives away valuable information
You're building trust through demonstration rather than just claiming expertise
🟡 Value injection prompt:
"In these posts, include actionable tips. Tell them what to do and why it works - especially around [YOUR METHOD/TECHNIQUE]."
Example from the webinar: Rochelle's "Interrupted Bulk Fermentation Method" - instead of just saying "I have flexible methods," she explained exactly how to handle the dough when your schedule gets disrupted and why the technique works.
Phase 3: Voice Training (Critical Step)
Why this is separate from content creation: Frank's core principle is "write the rough draft first, then make it sound cool." Most people try to get perfect content in one pass, which confuses the AI and produces generic-sounding output. By training the AI on your voice AFTER creating the strategic content, you get both strategic alignment AND authentic voice.
🟢 When voice training is essential:
You have a distinct writing style your audience expects
You want content that sounds authentically like you
You're building personal brand recognition
Your voice is part of your competitive advantage
🟡 Style transfer prompt:
"I'm going to give you samples of my writing. Read every word carefully and analyze my vocabulary, pacing, sentence structure, style, and tone. Train yourself to write exactly like me. Here are the samples:
[PASTE 5-15 WRITING SAMPLES]"
Pro tip: Use at least 5 pages of writing samples for best results. The AI needs enough data to understand your patterns. You don't need to give it a TON though.
Then: "Rewrite that post in my voice."
Why this works: As Frank demonstrated when he pasted his email samples, the AI can analyze patterns in your writing that even you might not consciously recognize - sentence structure, vocabulary choices, pacing, tone - and replicate them accurately.
Phase 4: Create Carousel (New Chat - Carousel Maker)
Why start a new chat: Token conservation. Your previous chat now contains the full strategic conversation, writing samples, and generated content. Starting fresh prevents the AI from re-reading all that data with every carousel generation request.
Strategic purpose of carousels: Transform your single post into a "swipeable" format that works on Instagram and LinkedIn. The carousel structure forces you to break down your concept into digestible steps, making it more actionable for your audience.
🔵 Step-by-step process:
Paste your social post into Carousel Maker
🟡 Hook selection:"Let's do it more as a how-to" (or accept suggested approach like "missed opportunity")
Why choose how-to: Frank demonstrated this works well for educational content where you're teaching a specific method or solving a concrete problem.
Review proposed structure: Hook → Myth → Steps → Why it works → Proof → CTA
Why this structure works: It follows proven engagement patterns - hook grabs attention, myth creates curiosity gap, steps provide value, proof builds credibility, CTA drives action.
🟡 Generate slides individually:"Make slide one" Critical: Never ask for all slides at once. The image generation process can get confused and fail when handling multiple requests simultaneously.
🟡 Add branding:"You didn't include the domain - add [YOUR-DOMAIN.COM] and an arrow cue bottom-right"
Why domain placement matters: Frank revealed that "we get most of our customers for Ojoy from people seeing the domain name and typing it in." This direct-type traffic is incredibly valuable because it shows brand recall.
🔴 Common issues:
Typos on slides:"Use the same image and correct the text to: [CORRECTED TEXT]"
Missing image:"You didn't generate the image"
Note: Image models vary slightly between generations - this is normal
Phase 5: Create Video Script (New Chat - ScriptWriter or Project Shepard)
Why video scripts matter: Frank emphasized that social media is increasingly visual, especially for audiences like Rochelle's sourdough customers. A video script allows you to repurpose your written content for platforms like Instagram Reels, TikTok, and YouTube Shorts.
Tool decision logic:
Use ScriptWriter when: You want professional video structure with re-hooks and advanced engagement techniques (slower but more sophisticated)
Use Project Shepard when: You need a quick script conversion without advanced video-specific features (faster but simpler)
For full video script with re-hooks (ScriptWriter):
Why re-hooks matter: Frank learned this technique from content creator "Callaway." Re-hooks are psychological reset points that re-engage viewers who might be losing attention. Example: "That delay actually boosts flavor" - this surprises the viewer and pulls them back in.
Paste your social post
Select hook type and approach
Generate 60-second script with built-in re-hooks
For quick script conversion (Project Shepard):
🟡 Quick script prompt: "Turn that post into a 60-second direct-to-camera script with a mid-video re-hook. No stage directions."
Alternative for camera-shy creators: Frank suggested recording just the voiceover, then adding B-roll footage with captions. This lets you use the script without being on camera.
Phase 6: Email Promotion (New Chat - Rewrite)
Why switch to Rewrite tool: Frank explained that Rewrite is "made to just write shit real fast" - it's less hardcore than Project Shepard but perfect for quick promotional content when you already have your core message established.
Strategic purpose: Transform your educational social content into promotional email copy that drives action. This completes the content multiplication cycle - you've gone from strategy to social post to carousel to video script to email promotion.
🟡 Quick email prompt:
"Write an email that makes people want to [DESIRED ACTION]. Here's the content/script:
[PASTE YOUR CONTENT]"
🟡 Optimization prompt: "Make it easier to read (6th-grade level) and more aggressive, but don't lie or invent details."
Why this progression works: Frank demonstrated "content compounding" - starting with one strategically sound piece of content and multiplying it across formats ensures message consistency while maximizing your content creation efficiency. Each format serves a different part of your audience and different stages of their awareness.
Master Workflow 2: Sales Letter Reconstruction
Transform any underperforming sales page using proven direct response principles
The Strategic Approach: Frank demonstrated this process using a real sales letter from the audience. Rather than starting from scratch, this method analyzes what's already working in the existing copy, extracts the core benefits and audience insights, then rebuilds it using John Carlton's proven framework. This approach is faster than writing from zero and often reveals hidden strengths in the original copy.
🟢 When to use this workflow:
You have an existing sales page that's underperforming
You need to rebuild copy from scratch using proven frameworks
You want to apply direct response principles to modern offers
You're testing different angles for the same offer
Key insight from Frank: "It's a lot easier to make something look cool when somebody gives me a terrible sales letter, but you've got one that's pretty solid here" - this method works even better when starting with decent copy because you're refining rather than rebuilding everything.
🔵 Complete process:
Phase 1: Intelligence Gathering (Project Shepard)
Why start with analysis: Frank emphasized never making assumptions about what the market wants. This phase extracts actual data from the existing copy rather than guessing at customer psychology.
🟡 Initial analysis prompt:
"I'm going to paste a sales letter. Read every word and give me an outline that explains what it's saying.
[PASTE SALES LETTER]"
What you're looking for: Clear understanding of the current offer structure, benefits presented, and target audience before making any changes.
🟡 Benefit extraction prompt:
"Reread the letter and list the biggest benefits a buyer gets by acting. I don't want you to rewrite anything - just extract the data."
Why benefits come first: As Frank demonstrated, many sales letters bury their strongest benefits or don't make them compelling enough. This step reveals what's actually being offered before improving how it's presented.
🟡 Audience analysis prompt:
"Based ONLY on the letter, who is it for, what are they experiencing, and what do they want? Don't make anything up - deduce it from the existing copy."
Critical instruction - "Don't make anything up": Frank repeated this throughout the session because AI can hallucinate customer insights that aren't supported by the actual copy. Base everything on real data.
🟡 Pain point analysis prompt:
"Give me the top three pain points - what keeps these people up at night? What's really going to grab their attention?"
Why pain points matter: Frank's approach focuses on what's "keeping them up at night and making them miserable" because emotional pain drives more action than logical benefits alone.
Phase 2: Framework Application
Why John Carlton's framework: Frank explained he learned this from John Carlton and "it has made me so much money because it's just easy." The three-part structure - "Here's what I got / Here's what it'll do for you / Here's what I want you to do next" - is simple but psychologically powerful because it follows natural buying logic.
🟡 John Carlton framework prompt:
"Rewrite the letter using this formula: 'Here's what I've got' → 'Here's what it will do for you' → 'Here's what I want you to do next'.
For 'what I've got,' give me a headline and intro that calls out the right person and says we've got the solution."
Strategic note: This headline/intro combination becomes your "hook" - it must immediately identify your target audience and promise a solution to their biggest problem.
🟡 Benefits development prompt:
"For 'what it will do for you', introduce the solution, list benefits, and benefits behind the benefits. For example: 'It'll help you get rid of scattered systems' (benefit) 'so you can spend more time closing deals and making money' (benefit behind the benefit). Base everything on the original copy."
Why "benefits behind benefits" matter: Frank demonstrated this concept extensively. Surface benefits like "automated systems" don't emotionally connect. The benefit behind the benefit - "so you can spend evenings with family instead of working" - hits the real emotional driver.
🟡 Call-to-action prompt:
"Now sell the system and lead into the CTA. If there's a guarantee in the original, include it. Use standard CTA elements and make sure nothing from the original offer is missing."
Critical instruction: Frank emphasized not leaving out anything valuable from the original offer. This rebuild should be stronger, not weaker.
Phase 3: Headlines & Compliance
Why headlines come after the draft: Frank's process is intentional - write the story first, then create headlines that accurately represent what you're actually offering. This prevents you from writing headlines that overpromise or misrepresent your content.
🟡 Headline generation prompt:
"Here's the rewritten draft. Give me 10 headlines that force a read.
[PASTE DRAFT]"
🟡 Compliance check prompt:
"Based on the original copy, are these headlines factually accurate? I don't want to be misleading."
Why this compliance step matters: Frank demonstrated this in real-time, noting "I'm a little sketched out about income claims" when the AI suggested "$50K" headlines. Always verify that headlines can be substantiated by your actual offer and results.
🟡 Compliance refinement prompt:
"Rewrite the headlines to avoid explicit income claims. Reference increased revenue or working less/enjoying life more instead."
Frank's compliance philosophy: "We don't want to be bullshitting people. And it's not cool to do. And we don't have to." Focus on benefits you can deliver rather than specific monetary claims you can't guarantee.
Phase 4: Structural Alignment
Why alignment matters: Frank demonstrated that your intro must "meet the expectations set by the headline." If your headline promises one thing but your intro delivers something else, you lose the reader immediately. This phase ensures message consistency from headline through body copy.
🟡 Header selection prompt:
"Use '[CHOSEN HEADLINE]' as the main headline. Subheadline: '[CHOSEN SUBHEAD]'. Add a prehead: 'Attention [TARGET AUDIENCE]'."
🟡 Body alignment prompt:
"Rewrite the intro to match the style and promise of the prehead/headline/subheadline. The opening must meet the expectations set by the header."
Strategic note: This creates what Frank calls "congruence" - your entire message should feel like one cohesive argument rather than disconnected pieces.
🟡 Continuation prompt:
"Write the next two sections in the same style and tone - keep the promise we made in the headline."
Phase 5: Dual Readership Path
Why the dual readership path works: Frank learned this from Dan Kennedy. Most people skim sales letters, so if your headlines, subheads, and bold text tell the complete story, you're essentially writing two sales letters - one for readers and one for skimmers.
🟡 Formatting prompt:
"Utilize dual readership path: insert subheads and bold/italicize key phrases so skimmers can get the whole pitch from headlines, subheads, and bold text alone. Don't change the wording - just add formatting."
How to recognize it's working: Frank explained you should be able to read just the headline and subheads and get the entire sales message. The skimmer should understand the full argument without reading body copy.
🔴 Common issue: If it rewrites instead of formatting: "You changed the copy - I just want subheads and formatting added to the existing words."
Phase 6: Voice Transfer
Why voice transfer comes last: Frank consistently applied the "rough draft first, then make it sound cool" principle. By this phase, you have strategically sound copy that follows proven frameworks. Now you make it sound authentically like you without compromising the structural elements that make it convert.
🟡 Voice training prompt:
"I'm going to give you my writing samples. Analyze sentence structure, vocabulary, style, and tone; learn to write exactly like me.
[PASTE WRITING SAMPLES]"
What the AI analyzes: As Frank demonstrated, the AI picks up patterns you might not consciously recognize - your typical sentence length, vocabulary choices, how you transition between ideas, your level of formality or casualness.
🟡 Voice application prompt:
"Rewrite the intro using the chosen headline/subhead stack, but in my voice."
Pro tip from Frank: "You could get it to write like you. You could get it to write like me. You could get it to write like anybody that you want" - voice transfer works with any writing style, not just your own.
Phase 7: Video Sales Letter Creation
🟡 VSL conversion prompt:
"Turn that letter into a direct-to-camera VSL script. No stage directions - just what I say to the camera."
Why continue to Phase 8: At this point, you have a functional VSL script that will convert. But there's a critical problem with most sales videos: viewer drop-off. People start watching but don't finish, which kills conversions. The advanced attention optimization in Phase 8 solves this by borrowing proven psychological patterns from creators who are masters at holding attention (like the content creator "Callaway" that Frank references). This can dramatically improve your video retention rates and conversion performance.
🟢 Skip Phase 8 if: You need the script quickly or it's for a small audience
🟢 Do Phase 8 if: This video is crucial for your business or you're targeting a large audience
Phase 8: Advanced Attention Optimization
The strategic insight: Frank demonstrated borrowing psychological patterns from proven high-retention content creators without copying their material. This technique can dramatically improve video retention and conversion rates by applying battle-tested attention-holding mechanisms to your content.
🟡 Attention analysis prompt:
"I'm going to paste a transcript from a high-retention video creator. Analyze the psychological triggers they use to hold attention and list them.
[PASTE VIDEO TRANSCRIPT]"
What you're looking for: Pattern interrupts, curiosity gaps, re-engagement techniques, pacing changes, and other psychological mechanisms that keep viewers watching.
🟡 Attention application prompt:
"Now rewrite my VSL to deploy those psychological techniques while keeping my copy, offer, and messaging intact. Don't plagiarize. Tell me how you'll do it before you rewrite."
Critical safeguard: The "tell me how you'll do it first" instruction prevents the AI from accidentally copying content while ensuring it understands the difference between borrowing psychological structure and plagiarizing material.
🟡 Accuracy verification prompt:
"Can you do that while maintaining factual accuracy based on my original copy?"
Frank's example: He used content creator "Callaway's" transcript to analyze re-hooks and engagement patterns, then applied those techniques to sales copy without copying any of Callaway's actual content.
Power User Techniques
The Psychology Transfer Method
Borrow persuasion patterns from successful content without copying
Frank's strategic insight: "We're not taking anyone's content. We're taking the structure of how they're communicating." This technique lets you study what works in other successful content and apply those psychological principles to your own material without plagiarism.
🟢 When to use:
You found content with incredible engagement/conversion rates
You want to improve retention/persuasion in your own content
You need to study what makes certain content "stick" with audiences
Real example from webinar: Frank used Callaway's YouTube transcript to analyze re-hooks and engagement patterns, then applied those psychological techniques to sales copy while keeping his own unique message and offer.
🔵 Process:
Get transcript of successful content (YouTube, sales page, etc.)
Analyze psychological patterns and engagement techniques
Apply patterns to your content without copying material
🟡 Implementation prompts:
"Analyze this [VIDEO TRANSCRIPT/SALES PAGE] for psychological triggers and persuasion tactics. List them."
"Apply these psychological principles to my content while keeping my unique message, offer, and voice. Don't copy their content - just use their psychological structure."
The Benefits Behind Benefits Technique
Find the emotional driver behind logical benefits
Why this works: Frank demonstrated that surface-level benefits don't emotionally connect with people. "Nobody's waking up in the middle of the night going, if only I could become a systematic professional" - but they DO wake up wishing they could stop working evenings and weekends.
🔵 Process:
List obvious benefits of your offer
Ask "so they can..." for each benefit
Keep going until you hit the real emotional driver
Example from Frank's demonstration:
Surface benefit: "Automated follow-up system"
Behind the benefit: "So you can spend evenings with family instead of chasing prospects"
Emotional driver: "So you can get your life back"
The Domain Multiplication Strategy
Use every content piece to drive direct traffic
Frank's revelation: "We get most of our customers from people seeing the domain name and typing it in." This insight changes how you think about content - every piece becomes a branding opportunity.
Strategic rule: Include your domain on every carousel slide, video description, social post, and piece of content you create.
Why repetition works: Direct-type traffic shows brand recall and is incredibly valuable because it indicates people remembered your brand specifically and sought you out.
Technical Operations Guide
Chat Management System
The strategic reasoning: Frank explained that every time you make a correction or edit, the AI re-reads the entire conversation from the beginning. This "towel roll" effect burns through tokens quickly and can overload the system's context window.
Optimal workflow structure: Strategy Chat: Answer the 5 questions, define approach
↓ Drafting Chat: Create rough content based on strategy
↓ Editing Chat: Apply voice training and polish content
↓ Format Chats: Create carousels, scripts, email promotions
Frank's room analogy: "Like you make sourdough in a kitchen, you sleep in a bedroom, and you hang out in the living room. Every room has its part. So you have different tasks [in different chats]."
Token Conservation
Why tokens matter: Frank revealed that oJoy actually loses money on token sales - they charge $5 for tokens that cost them $5.50. The company's goal is helping users be more efficient, not selling more tokens.
High token usage activities:
Image generation (carousel slides)
Massive document uploads
Long conversation threads with multiple corrections
Re-uploading the same documents in multiple messages
Conservation tactics based on Frank's guidance:
Use new chats for editing phases
Upload only essential documents for each specific task
Generate carousel slides individually, not in batches
If you get an error: Hit regenerate once - most errors are from upstream providers (Anthropic, OpenAI, Google) being overloaded
If error persists: Open new chat and test with "hi" to verify the system works
If new chat works: Your old chat likely exceeded context limits from too much data
🔴 Common overload scenario: "We've had now a total of 10 users ever give it so much data that it got stuck. Usually when people upload like 300 pages of stuff and then they've got a million messages in there."
Quality Control Checklist
Frank's quality philosophy: "AI is a brilliant two-year-old" - it helps but doesn't replace your expertise. Always maintain human oversight.
Before publishing any content:
Does it match your authentic voice?
Can you defend any claims made?
Does it provide genuine value to your audience?
Is your domain visible for brand recall?
Have you verified factual accuracy?
Frank's compliance mindset: "We don't want to be bullshitting people. And it's not cool to do. And we don't have to." Always base claims on what you can actually deliver.
Fill-in-the-Blank Prompt Library
Social Media Strategy
"We want posts for [TARGET MARKET]. They want [SPECIFIC OUTCOME]. We must demonstrate [CREDIBILITY FACTORS]. They should believe [YOUR POSITIONING]. They should [DESIRED ACTION]."
Value-First Content
"Include step-by-step tips on [YOUR METHOD] and explain why it works."
Voice Transfer
"Analyze these samples and learn my voice: [PASTE SAMPLES]. Rewrite [CONTENT] in my voice."
Carousel Creation
"Use a how-to hook. Structure: hook → myth → steps → why it works → proof → CTA. Make slide one. Add [YOUR-DOMAIN.COM] bottom-right with an arrow."
Quick Script
"Turn [POST/CONTENT] into a 60-second direct-to-camera script with a mid-video re-hook. No stage directions."
Sales Letter Analysis
"Read every word of [PASTED LETTER] and outline what it's saying."
Benefit Extraction
"List the top benefits and top three pain points based only on that letter."
Framework Application
"Rewrite using: What I've got → What it will do for you → What to do next. Don't invent details."
Headline Development
"Give me 10 headlines for [DRAFT]. Check for factual accuracy. Rewrite to avoid explicit claims."
Intro Alignment
"Rewrite the intro to match [PREHEAD/HEADLINE/SUBHEAD]. Keep the promise consistent."
Formatting Only
"Add subheads + bold/italics to carry the argument. Do not change the words."
Attention Optimization
"Analyze [CREATOR TRANSCRIPT] for attention tactics. Apply those tactics to my content without changing claims. Explain your plan first."
Quick Promotion
"Write an email to promote [OFFER] using [PITCH/SCRIPT]. Simplify to 6th-grade reading, add urgency, but don't invent details."
Success Metrics & Optimization
How to Know It's Working
Social media content:
Comments asking for more info
Direct messages about your offer
People sharing/saving your posts
Sales copy:
Higher conversion rates than previous version
Positive feedback on clarity/persuasiveness
Increased time on page
Video scripts:
Higher retention rates
More comments/engagement
Increased click-through to offers
Continuous Improvement Process
Create content using these workflows
Track performance metrics
Identify highest-performing content
Use that content as training data for voice transfer
This guide gives you everything you need to create high-converting content and copy using the exact methods Frank demonstrated. Use it as your step-by-step playbook for repeatable results.
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