Can ChatGPT do it?
In a recent workshop 'Copywriting for Non-Copywriters,' hosted for a Growth Marketing team, the question naturally arose:
"Can we ask ChatGPT to write our copy?"
An excellent inquiry indeed, as ChatGPT can greatly elevate your copywriting, particularly if you're not a professional writer.
However, it's crucial to use it at the right stage in your process.
Indeed, copywriting isn't merely starting with a blank page or filling in templates. It's a process.
Here's how it works:
1. You need to know what you should write
2. You have to write it persuasively, so people take action
Let's take a closer look:
1. Knowing what to write:
Two major issues we often encounter:
People start writing and tend to focus too much on the business perspective. We have a tendency to highlight all the fantastic features of our offering. "Look at how amazing this is: it can do x, y, and z. Buy it now!"
We are aware that we should write from the reader's perspective but don't know how and hesitate endlessly.
That's why the first crucial step is to conduct qualitative research. In this step, you search for three things:
Boosters: What motivates someone to take action?
Barriers: What holds someone back?
Information needs: What questions need to be answered before someone takes action?
Once you have this information, you can use it in your copywriting. It's a goldmine of input.
Suddenly you know what messages will resonate with your audience.
2. Knowing how to write persuasively:
You want your emails, SMS, landing pages, and other content to lead to a specific conversion. It can be the purchase of a product or service, signing up for a newsletter, clicking through to read articles, and so on.
But how do you ensure your words, sentences, and story structure encourage people to take action?
Various techniques can help, such as:
Generating curiosity to entice people to click.
Telling a compelling story to keep people engaged.
Translating your features into emotional benefits so that people see how a product or service feature can genuinely benefit them.
These techniques are not randomly chosen; they are rooted in behavior psychology, understanding how people make decisions.
Writing with this knowledge can significantly increase your ability to drive people to take action.
Okay, so it's a process, but what about ChatGPT? When and how can it help?
As ChatGPT excels in writing, it comes into play in step 2. But as you saw, not without decent preparation.
You need to think about what you want to write
You need to select and master techniques to convey it persuasively
"I use booster X in my email (because it's crucial for my target audience), and curiosity will make people want to visit my landing page."
You write an initial draft and then ask ChatGPT to improve your text. You can ask things like:
'Write in shorter sentences' (deleting is part of the process)
'Make sentences flow better' (for readability and scanability)
'Increase curiosity further' (reinforcing your technique)
'Change from formal language to an informal tone' (adapting to the company tone of voice)
'Translate the text'
And this is fun because it means you become the conductor of your copy:
You put together the initial text without worrying about perfectly written sentences, tone of voice, or overly lengthy texts.
You then ask ChatGPT to enhance it and refine it until you're satisfied.
Yes, I use it every day, just like for this article.
Before, I used to stress about whether my text or my English sentences were good enough and kept endlessly revising.
Now I write in my own language, leave sentences far from perfect, and then ask ChatGPT for some help.
Would you and your team also like to write marketing email, sms and landing page content more efficiently in the near future? And learn the process of copywriting?