Help Me, ChatGPT – You’re My Only Hope

Here’s how good writers can benefit from Generative AI writing assistants.

One of my clients asked a surprising question the other day. He said, “Which AI tools are you using to write content?” ??

Now, perhaps if I were a less experienced writer, I would have a) acted offended, b) lied and attempted to convince him that I would never lean on generative AI to help me write content (even in a pinch). There’s a slight possibility that I wouldn’t have been lying – I know writers that refuse to use AI at all.

Still, AI’s entrance into the content strategy of many an enterprise is undeniable. One of my clients uses ChatGPT exclusively for writing blog posts, and it’s understandable – AI makes generating blog posts a lot faster and cheaper. I have to admit that AI’s getting pretty damn good at being creative. In fact, it gets a little better every day. ??

Come to the Dark Side

When I first heard of ChatGPT in the summer of 2020, I was appalled. In fact, I seem to recall rolling my eyes ??and thinking, “Yeah, right. AI can’t do what I do.” But alas, I was mistaken; it most definitely can.

Can it do it as well? Maybe. Maybe not yet. It depends on the deliverable. If I’m ghostwriting a highly opinionated thought leadership piece for a client, AI might be able to take me part of the way there, but it probably won’t capture the author’s voice or the nuances of the client’s messaging. If I’m writing a hard-hitting email nurture aiming to dislodge a competitor from it’s leading market position, AI might not provide the level of inginuity and swagger needed, or incorporate details about my client’s key differentiators.

But – and that’s a big BUT – I can definitely use AI to create a pretty decent blog article that includes all the key points I want to cover. It will be well-written and well-organized, and if I don’t care too much about it sounding too generic, it’s probably good enough. I can spruce it up and add some stats, and it’s good to go. Easier for me; cheaper for the client.

If it’s? “good enough,” can it actually replace writers like me? Eventually, perhaps. But for now, it’s more of a means to an end than the end itself.

Which brings me to the prompts.

R2D2 Saw this Coming

Remember how in Star Wars: A New Hope, Luke relies heavily on R2D2 to fix his ship? All Luke has to do is tell the little droid what to check – with a level of specificity that R2D2 can follow – and he goes to work. That’s how I think of ChatGPT. The key is knowing how to ask for help and providing the right directions – or, in this case, “prompts.”

Prompts make all the difference. Here, I’ll show you:

Prompt:?

Write a short paragraph promoting a qualified and creative copywriter.

Result:?

Elevate your brand's voice with our expert copywriter! With a proven track record of delivering compelling and creative content, our copywriter possesses the unique ability to translate complex ideas into engaging narratives that resonate with audiences. Whether crafting meticulous ad copy, engaging blog posts, or persuasive marketing materials, their work consistently stands out in the cluttered landscape of digital content. Trust us to bring your brand's message to life with clarity, creativity, and impact, ensuring your message isn't just heard, but remembered.

Now I’m going to fine-tune the prompt.

New Prompt:?

Write a short paragraph in the first person promoting a qualified and creative copywriter with 20 years of experience writing all different types of marketing collateral.

Result:?

With 20 years of crafting impactful marketing collateral across diverse industries, I bring a depth of expertise and creativity to every project. My experience spans creating dynamic ad copy, engaging blog posts, insightful white papers, and compelling email campaigns. I excel in turning complex concepts into accessible, persuasive content that resonates with target audiences, driving both brand awareness and business results. Let me help elevate your brand's voice and deliver your message in a way that not only captures attention but also inspires action.

Now, I’m going to make some additional tweaks and ask for more detail:

New prompt:?

Write a short paragraph in the first person promoting a qualified and creative copywriter with 20 years of experience writing all different types of marketing collateral. Use a slightly snarky tone and add three key bullets showcasing my specific skills: contributed articles, case studies, website and interactive copy.

Result:

After 20 years in the trenches of marketing, where clichés die hard and only the sharp survive, I've honed my craft to an almost unfair advantage. I'm not just a copywriter; I'm your secret weapon in the war on bland content and missed conversion opportunities. Here's what I bring to the battle table:

• Contributed Articles: I don't just write articles; I craft narratives that captivate industry insiders and influencers alike, making every word count towards building your thought leadership.
• Case Studies: My case studies are where data meets drama, turning your success stories into compelling arguments for why you lead the pack.
• Website and Interactive Copy: From homepages that hook to CTAs that actually convert, my words make your user's journey an adventure they want to repeat.

Let’s just say, if you're ready to play in the big leagues, I'm the heavy hitter you want at bat.

No, I didn’t edit that at all – it’s what ChatGPT spat out after I fine-tuned the prompt. The last option is far more customized and captures the tone and voice I’d like to use – although there are a few too many metaphors for my taste! ?? But I think I made my point: The more targeted and specific I get with my prompts, the better the result.?

Together We Can Rule the Galaxy

Turns out my 20+ years of experience is extremely useful in helping ChatGPT produce the results I need. A seasoned marketing writer knows what questions to ask, how to ask them, and the details to request that elicit the right responses.?

Marketing content strategists and copywriters can get the most out of AI-based writing assistants like ChatGPT because they have with them at all times – right inside their human brains – an expert writing skillset, extensive marketing knowledge, a nuanced understanding of their clients’ brands and messaging, and an innate talent for constructing the perfect piece of content.?

Find a writer who can not only write but also finesse AI into the eloquent, articulate and creative bot she is destined to be, and your marketing content will command attention in the rising sea of AI-generated copy.?

(In case you were wondering, this post was born from my human brain, unassisted. ??)

Need help creating marketing content? I’m here to help! Visit my website at www.worddivawriting.com.