After countless hours of experimentation with AI copywriting software, immersing myself in numerous articles, and even participating in a few courses, I'm not ashamed to admit that AI has earned a place in my business operations here at CopyCat.London.
I like to think of it as my apprentice copywriter. My padawan, who I’m training on the job! Someone that I can entrust to do the leg work and pull together the structure of what I'm working on at lickety spic warp speed. Boy, is that thing fast. I utilise it daily to enhance the quality of my own copy and that of my clients. It's been a tremendous time-saving asset.
Does this all sound a bit like an episode of Mulder & Scully rather than reality? Interestingly, the X Files predicted pretty much everything that’s unfolding these days. Keep reading because I'm about to show you how AI can seamlessly integrate into your business (without stealing anyone's job! We definitely don't want that). Buckle up, UK biz whizzes - let's dive in and discover 8 ways you can use AI in your copywriting.
#1: You need to COACH AI in your brand voice, not just instruct it
AI can become a valuable part of your workflow if you coach it in your brand voice rather than just firing off prompts and expecting it to understand HOW to articulate it.
Many people remain sceptical of AI tools such as ChatGPT primarily because they haven't yet learnt how to effectively utilise them. At first, it's bound to sound robotic. But that's not the tone you're aiming for, so you need to shape it to your style and tone.
If you're familiar with your brand voice, ensure you convey that. You can literally cut and paste language from your brand guidelines into ChatGPT, and it will roll with it.
And the best bit is, the more you use it, the better you'll become at directing its editing process (or, in other words, asking it to revise!). It really can be a collaborative relationship. Woman and machine working in harmony. Not something I thought I’d say as a bit of a self-confessed technophobe.
#2: Provide it with a framework
Besides brand voice and personality, you should refine it further with syntax style.
How lengthy are your sentences? Do you use industry-specific terms? Is it straightforward to read? Do you prefer to begin sentences with "and" or "but"?
Ensure you provide it with guidelines, whether that's a character limit, only using a certain number of words per sentence, or avoiding things like passive voice.
Another tactic I employ is instructing it to use as many contractions as possible. Why? Because it's these small stylistic nuances that will significantly impact how you utilise AI for copywriting! (I also just really enjoy writing in a conversational tone, and this helps me get that AI-generated copy closer to my own voice).
If you're new around here, I love a bit of storytelling in my copywriting. It's one of my favourite techniques. Peppering personality into what I do.
P.S. - you can also experiment with copywriting formulas or frameworks!
#3: Be precise with your requests
The more information you provide the bot, the more output you'll receive. The better prompts you offer, the more useful a tool it will become.
It's like using a new appliance. Take a shiny new oven, for example. If you don't adjust the settings correctly, you'll end up with burnt food. And you can't exactly fault the oven for that. It's what I call user error! It's because you cooked it for 10 minutes at 200 degrees Celsius, not 5 minutes at 180 degrees Celsius. I mean, that's actually a moot point cos doesn't everything just go on 180 degrees for 40 minutes? It does in my house, that's for sure!
So when I'm asking these tools to write different types of copy, I'm explicitly stating what I'm writing. Writing an SMS campaign? A sales email? A Facebook ad? Social media captions?
Let your bot know. Go ahead and tell the bot what the purpose of the writing is. You're likely to achieve far superior results. To coin another favourite phrase of mine, it's shit in, shit out! You can’t polish a turd. So, the better you are with your inputs, the better the bot will be with its outputs.
#4: Provide it with some examples
You can provide ChatGPT or your preferred AI bot with a few instances of the type of copy you're aiming for and instruct it to format things in the same manner. It can learn the structure and the outline. So whenever you give it a
prompt, supply it with a couple of examples of what you're seeking.
It’s a clever little bugger and learns fast.
#5: Inform it about your target audience
Specify who the copy will be delivered to or who the target audience is to ensure that you get copy that will resonate with them.
When I'm starting a new AI chat, I inform the system about my target audience and their challenges. Then I verify with it that it's understood my directions literally by asking, "Do you understand?" Yes really! I engage in a 2-way convo with my chatbot just like it's a colleague sitting in the office. I know! Crazy Cat lady.
Pro Copycat tip: Make sure you have a ready-to-use blurb that you can insert whenever you start a new project! It will make your life so much easier. I've got a whole series of prompts that I've generated that I recycle.
Actually, that's just given me a great idea for my next free resource. Would you like to get your hands on the prompts I use most frequently in my business?
#6: Don't hesitate to ask questions
Once you receive some responses, don't stop there. Ask it to elaborate further. This will help you get closer to what you want and assist you in discovering more ways to communicate your requirements in the future. You can even ask ChatGPT questions, like if it can return to a section and continue writing. I sometimes just sit back and watch it go to work while I work on higher-level client strategy.
You need to experiment with it and personalise it. And don’t forget to have fun with it too. It does frequently drop the ball and make some howlers. I might start keeping a log of these for an AI bloopers post!
#7: Utilise it as your research assistant
It's no secret to those who know me - I'm a fan of data-driven copy brimming with facts. I love nerding out on a stat! So, when I discovered that ChatGPT could also serve as my personal research assistant, I was stoked. Timesaver or what?
But whether you're a fact enthusiast like me or not, it's crucial to ensure that you have informative data points to discuss. Yes, people buy based on emotions, but they justify it with logical thinking. The proof is in the proverbial pudding, as we say here in the UK. And I’m a big dessert girl myself.
Ask it to provide you with specific data points, facts, analogies, quotes, or statistics. A guideline that I prefer to give is to use qualified sources. You can also insert a link and ask it to summarise that source.
#8: Always Give Feedback and Adjust
Remember, AI tools are not meant to replace human copywriters but to facilitate and expedite the process.
They're like a blank canvas that learns and adapts based on the feedback you provide. If the output isn't what you expected, don't give up! Keep refining your prompts and providing feedback; over time, you'll see a tangible improvement in the results.
Patience, persistence, and precision are key to leveraging AI for effective
copywriting.
Final Thoughts on AI Tools For Copywriters
Crafting copy that speaks to your audience is an art and a science. It's not just about creating articulate sentences; it's about resonating with your audience, and AI tools like ChatGPT can be a fantastic collaborator in that journey. However, it's crucial to remember that these tools are only as good as the information you provide them with. So, take the time to understand your own brand voice, your audience, and your goals. This way, you can guide your AI tool effectively and produce copy that truly resonates. Wanna know more? Explore the free resource section of our website for additional copywriting tips and tricks. And if you'd like a chat about how we can work together on your copywriting needs, GET IN TOUCH! We offer a free Discovery Call.