Before I became the person people call “Bo Sanchez’s internet marketing guy” — before Araneta, before the ₱2 million in 30 days, before any of it — I was a guy commuting across Metro Manila to photograph houses.
I was trying to break into real estate investing. I’d ride the MRT, transfer to a jeepney, walk the rest — just to photograph a property I might sell. Before that I’d tried MLM. Went to all the meetings. Made the calls. Did the whole thing.
None of it worked 100%.
What finally worked was the internet. Specifically – learning how to use it as a system, not just a tool.
I tell you that because history is repeating itself. And most people don’t see it yet.
The same mistake I made with MLM, with those houses, with every “tool” I picked up before I understood systems — I see it happening right now with AI. Every day. On thousands of pages.
WHO IS BEATING YOU NOW?
The page beating yours right now is probably run by one person, working only one hour a week, and an AI that never gets tired.
Most page managers — running a business page, a freelancing account, a community page, an Instagram — are using AI the same way I used to ride the MRT to photograph those houses. Show up. Do the thing manually. Hope something converts.
The tool changes. The mistake stays the same.
“You don’t have a content problem. You have a briefing problem.” — Ethan Mollick, Wharton (A very good business school)
Mollick studies how people actually use AI at work. His finding: the people using AI the most aren’t getting the best results. The people who took time to brief it — on their audience, their goals, their tone — are running circles around everyone else.
Most page managers are in the first group. Open ChatGPT. Type “write me a caption.” Get something generic. Wonder why it doesn’t work.
The tool is fine. The problem is the tool doesn’t know who you’re talking to — because nobody told it.
COMPETITORS AREN’T WORKING HARDER THAN YOU THO
“Your competitors aren’t working harder than you. They just stopped doing the part that doesn’t scale.” — Paul Graham, Y Combinator
Manual caption writing doesn’t scale. Sitting in Canva for an hour per post doesn’t scale. Scrambling every morning to figure out what to post — definitely doesn’t scale.
BTW- “scale” is business speak for “it’s hard to do with many people doing it”.
The pages outgrowing yours found a way to remove themselves from the creation loop.
They briefed their AI once — audience, tone, goals, content angles — and now the AI builds the content.
They review it.
They post it.
That’s the shift. Not “use AI more.”
Use AI differently.
Not as a search engine you type questions into.
As a content system you’ve briefed so well it knows your page better than most human assistants would.
This is what the AirFormula is built on.
It’s not a prompt pack.
It’s not a Canva template bundle.
It’s the framework + apps that tells AI exactly what to create, for which format, for which audience — so your content doesn’t just exist.
It actually works.
USE AI DIFFERENTLY
“AI creates everything. You provide the strategy. You approve the content. You post it.” — Jomar Hilario, AirFormula
Tomorrow I’ll teach you the single most common mistake page managers make that kills engagement before the algorithm even sees the post. You’ll recognize yourself in the story immediately.
— Jomar
P.S. All of this lives inside the AirFormula. Feb 28 is the last day to join so you can attend that Saturday’s LiveStream. More details soon.