AI copywriting is powerful, with GPT 4, to give you completely new perspectives on how to talk about your product and position everything from a new feature to a completely new business. Most founders don’t understand how to use GPT 4 properly, so let’s fix that.
Before diving in, take a moment to reflect on what you truly need to scale your venture. Every business, at its core, should comprehend three things:
- Audience: Who are you serving?
- Problem: What challenges are they facing?
- Offer: What solution are you presenting?
These elements become especially pivotal when you’re at the inception stage. You need to write about something how your audience thinks, not how you, the founder, think.
Founders often approach problems with an entrepreneurial mindset. They’re focused on crafting solutions, which can differ from the buyer’s perspective. If you write for you?
You’re probably not writing for your actual audience.
So you want to use GPT to fix that.
There are 3 things you need to understand in AI copywriting.
- GIGO – how to make great prompts
- Chain of density – How to get better answers
- Audience journey – Say the right think at the right time.
How to write prompts that create killer copy
First up, you don’t have to be a genius at creating prompts. ChatGPT can tell you how to make better prompts all by itself.
How?
Like so:
I want you to become my Prompt Creator. Your goal is to help me craft the best possible prompt for my needs. The prompt will be used by you, ChatGPT. You will follow the following process:
Your first response will be to ask me what the prompt should be about. I will provide my answer, but we will need to improve it through continual iterations by going through the next steps.
Based on my input, you will generate 3 sections. a) Revised prompt (provide your rewritten prompt. it should be clear, concise, and easily understood by you), b) Suggestions (provide suggestions on what details to include in the prompt to improve it), and c) Questions (ask any relevant questions pertaining to what additional information is needed from me to improve the prompt).
We will continue this iterative process with me providing additional information to you and you updating the prompt in the Revised prompt section until it's complete.
Here’s an example of how I use it, with GPT 3.5. It does better with GPT 4, to be fair, but this is still pretty usable.
A good prompt may be 3 or 4 sentences. A great prompt is probably 20 sentences, but I don’t wanna draft that myself.
Remember: Garbage In, Garbage Out. The better quality prompt you can give ChatGPT, the better quality your output will be.
Power User Tool – how to create 18 incredible variants of your ad copy in 30 seconds.
Over 15 years of marketing, I’ve come up with some great playbooks to create killer copy. Here’s one of my favorites, made into an operational ChatGPT prompt.
You're an expert at marketing & branding and you've been tasked with explaining the main value proposition of a new company.
Product
[[Put in your product description here]]
User
[[Describe one single ideal customer here with demographic and psychographic info]]
Task 1:
Explain what the company does in 7 -12 words that speaks to the value that the user gets out of the product, not what the product does itself. You are to write 3 different versions of this product's value proposition, focusing on how it makes things less painful or more convenient for the user.
1. Use logic; talk about money or time saved or earned by using the product
2. Emotion: talk about the feeling that users get after using this product
3. Social proof: generate a believable quote by someone who used the product and liked it.
Task 2:
Explain what the company does in 7 -12 words that speaks to the value that the user gets out of the product, not what the product does itself. You are to write 3 different versions of this product's value proposition, focusing on how it creates benefits or improves the life of the user.
4. Use logic; talk about money or time saved or earned by using the product
5. Emotion: talk about the feeling that users get after using this product
6. Social proof: generate a believable quote by someone who used the product and liked it.
Task 3:
Explain what the company does in 7 -12 words that speaks to the value that the user gets out of the product, not what the product does itself. You are to write 3 different versions of this product's value proposition, focusing on a common story that the user of this product might identify with.
7. Use logic; talk about money or time saved or earned by using the product
8. Emotion: talk about the feeling that users get after using this product
9. Social proof: generate a believable quote by someone who used the product and liked it.
You can see it in action here with a made up product I invented that was a self-cooling noodle.
All of the above outputs will be positive statements. “Get more X” “Do less of Y thing you hate.”. With a minor change to the prompt, you get a bunch of negative statements, too.
You're an expert at marketing & branding and you've been tasked with explaining the main value proposition of a new company.
Product
[[Put in your product description here]]
User
[[Describe one single ideal customer here with demographic and psychographic info]]
Task 1:
Explain what the company does in 7 -12 words that speaks to the value that the user gets out of the product, not what the product does itself. You are to write 3 different versions of this product's value proposition, focusing on how people who do not use this product all know a common pain.
1. Use logic; talk about money or time saved or earned by using the product
2. Emotion: talk about the feeling that users get after using this product
3. Social proof: generate a believable quote by someone who used the product and liked it.
Task 2:
Explain what the company does in 7 -12 words that speaks to the value that the user gets out of the product, not what the product does itself. You are to write 3 different versions of this product's value proposition, focusing on a negative impact on the life of someone who doesn't use this product.
4. Use logic; talk about money or time saved or earned by using the product
5. Emotion: talk about the feeling that users get after using this product
6. Social proof: generate a believable quote by someone who used the product and liked it.
Task 3:
Explain what the company does in 7 -12 words that speaks to the value that the user gets out of the product, not what the product does itself. You are to write 3 different versions of this product's value proposition, focusing on a common unpleasant story that people who don't use this product will identify with.
7. Use logic; talk about money or time saved or earned by using the product
8. Emotion: talk about the feeling that users get after using this product
9. Social proof: generate a believable quote by someone who used the product and liked it.
Chain of Density
This is an MIT-developed way to make long ChatGPT text condensed. Here’s the source prompt you need
You will generate increasingly concise entity-dense summaries of the above article. Repeat the following 2 steps 5 times.
Step 1: Identify 1-3 informative entities (delimited) from the article which are missing from the previously generated summary.
Step 2: Write a new denser summary of identical length which covers every entity and detail from the previous summary plus the missing entities.
A missing entity is:
Relevant: to the main stories.
Specific: descriptive yet concise (5 words or fewer).
Novel: not in the previous summary.
Faithful: present in the article.
Anywhere: located in the article.
Guidelines:
The first summary should be long (4-5 sentences, ~80 words), yet highly non-specific, containing little information beyond the entities marked as missing. Use overly verbose language and fillers (e.g., “this article discusses”) to reach ~80 words.
Make every word count. Rewrite the previous summary to improve flow and make space for additional entities.
Make space with fusion, compression, and removal of uninformative phrases like “the article discusses”.
The summaries should become highly dense and concise, yet self-contained, e.g., easily understood without the article.
Missing entities can appear anywhere in the new summary.
Never drop entities from the previous summary. If space cannot be made, add fewer new entities.
Remember: Use the exact same number of words for each summary.
---
[[Text to be summarized and made more dense]]
With modifications, you can use this on ad copy, too.
You will generate increasingly concise entity-dense summaries of the above article. Repeat the following 2 steps 5 times.
Step 1: Identify 1-3 informative entities (delimited) from the text below the line which are missing from the previously generated summary.
Step 2: Write a new denser summary of identical length which covers every entity and detail from the previous summary plus the missing entities.
A missing entity is:
Relevant: to the main stories.
Specific: descriptive yet concise (5 words or fewer).
Novel: not in the previous summary.
Faithful: present in the text.
Anywhere: located in the text .
Guidelines:
Make every word count. Rewrite the previous summary to improve flow and make space for additional entities.
Make space with fusion, compression, and removal of uninformative phrases like “the article discusses”.
The summaries should become highly dense and concise, yet self-contained, e.g., easily understood without the article.
Missing entities can appear anywhere in the new summary.
Never drop entities from the previous summary. If space cannot be made, add fewer new entities.
Remember: Use the exact same number of words for each summary.
---
[[Text to be summarized and made more dense]]
This kind of purple-tier prompting is what really unlocks the power of LLM text generation to create better and more usable copy from the first effort on.
Broader tests on messaging are more likely to help you discover the right mix of audience, problem and offer. When you test broadly at first, you’re giving yourself the best possible chance of finding a message that resonates with a particular audience.
and that’s the whole point of your initial marketing campaigns: finding out what works so you can do more of that.
When you build with the CrowdTamers Grow to Market system, the goal for each step is to remove chance from the equation and launch with confidence.
Interview your audience without ever scheduling a call
The last AI trick that we recommend when we’re working on a new market at CrowdTamers is to use an LLM’s ability to predict what the next most likely word from a given kind of source is to generate interviews with different audience members. When you’re launching minimum viable sprints and you need to test 12 wildly different audiences with completely different offers for your product, AI can give you general information that can really help you tweak each pitch to its relevant audience.
I want you to act as [persona type] working in [company type] at [an industry area] in [geographical region]; you are [age and gender] with [personal characteristics that are relevant to the persona]. I will present you with user interview questions, and you will respond to them from a first-person perspective while empathizing with the role. It’s important to consider your own background, lifestyle, and concerns while providing your answers.
Sample Question:
• Describe your typical day working at [[your company]]. Please include details about your daily routines, work hours, and workflow
• Which activities consume the majority of your time, and how do you prioritize your work?
• List me a few tools you use at work. Additionally, is there any tools you would like to utilize if there were sufficient resources available?
• Are there any specific challenges or opportunities within your company or industry that significantly impact your work? If so, could you provide a few examples?
• How do you measure progress or success in your work, and what are your personal growth goals?
• What are the most difficult, challenging, annoying or frustrating aspects of your job?
• What are the main issues you encountered in your current workflow and how could they be improved?
User Stories:
1. User Goals: Identify the top [5] goals of the user, and write a concise [2–3] sentence description for each goal. Consider both short-term and long term goals and use action-oriented language. Avoid vague statements and instead focus on specific and measurable outcomes. Arrange the goals in order of priority, from top to bottom.
2. User Needs: Identify the user’s task and areas for assistance and list the top [5] needs of the user, with each need accompanied by a brief [2–3] sentence description. Prioritize the needs in top-bottom order based on importance.
3. User Fears: Identify the user’s top [5] difficulties and problems, providing a [2–3] sentence description for each. Arrange the fears and challenges in order of priority, from most significant to least significant.
4. Skills and Tools: Specify the user’s top [5] skills and tools in a single sentence each, ordered by frequency of use, from highest to lowest.
Please note that you’re generally going to want to ask each of those questions at a time to ChatGPT and not just copy & paste the entire block of text at once. You’ll probably also have your own questions that you’d like to put in that are more specific than the generic ones that Chiung Shen came up with and I’ve lightly edited and reposted.
Use LLMs to think bigger, faster
I think of most AI text output as equivalent to a relatively junior copywriter. With very precise instructions, you can get outputs that are…okay. They show promise.
But most importantly, they point you in the direction of something interesting.
It’s very rare to see CrowdTamers send over to a client unedited content from ChatGPT or Bard or any of the other LLMs. But we very often use AI to give us a new perspective on what we’re doing.
- Fast generation of first drafts
- Trying out unconventional ideas
- Diving into what motivates a potential user
All of these use cases, delivered at practically the speed of human thought, mean that any founder who’s serious about improving their marketing by testing big and refining can’t afford to leave this tool behind.
Armed with the prompts above, I think you’ll find you discover new ways to think about your startup’s product, positioning, and audience too.
Good luck launching! 🚀
