As the digital marketing landscape evolves at a lightning pace, AI-powered copywriting tools, like ChatGPT, are causing quite the stir. Gartner's research predicts that 85% of large enterprises will be harnessing some form of AI for at least one marketing task in 2022. So, has AI become the magic bullet that will make traditional copywriting redundant? The answer is a resounding no. However, when wielded correctly, AI can become a formidable ally in crafting compelling, high-converting sales copy.
The Reality of ChatGPT
ChatGPT, despite its impressive capabilities, is not an all-conquering copywriting solution. It's not some magical AI genie that will render all copywriting training obsolete and antiquated. Instead, it's a tool, and like any tool, its efficacy depends on how you wield it. As Peter Diamandis, an AI expert, articulates, “Narrow AI can match human-level intelligence in specific, narrowly defined tasks like playing chess or Go, transcribing speech to text, etc.” Essentially, ChatGPT isn't true intelligence. It's a tool that makes educated guesses about what comes next in a series of letters, and it does this at breakneck speed.
ChatGPT has devoured the internet up to 2021, and it's intelligent. It can craft poetry that surpasses the abilities of most humans. However, its poetry is fundamentally rooted in logical word arrangements. Copywriting, by comparison, doesn't always adhere to logic. It often meanders into illogical territory, and that's why ChatGPT struggles to create persuasive sales copy, video sales letters (VSLs), and NLP-based emails independently.
ChatGPT's rival, Claude, was designed using a technique known as Constitutional AI, developed by Anthropic, PBC. This approach helps narrow AI systems become more useful, harmless, and truthful. While this is crucial for developing AI that aligns with human values, it also restricts ChatGPT's creative capabilities.
Maximizing ChatGPT for Copywriting
So, how can we effectively harness ChatGPT for copywriting? The key lies in understanding how ChatGPT was initially trained, which involves a method called few-shot learning (FSL). FSL involves supplying ChatGPT with some reference data and then incorporating some FSL directly into the chat request. This requires what I like to call “formulas” and a bit of groundwork, but the results can be mind-blowing.
You use a series of formulas with a data pattern that ChatGPT can begin to recognize as the logical answer to the illogical question you're posing. For instance, you can concoct a full nightmare story using no prompts but a considerable amount of FSL. You start by providing some data, like your age, a weird image that the story ties into, and the details of what you want the nightmare story to focus around. Then, you lay down some FSL and let ChatGPT do its magic.
Experience the Magic of ChatGPT
Leave the heavy lifting to ChatGPT, and watch as it transforms your input into compelling sales copy. It's as simple as feeding it a few key details about your product, the customer's pain points, and the benefits. One copywriter leveraged this strategy to generate an impressive 2,560-word sales letter in only 15 minutes. After providing some suggested headers, ChatGPT took the reins, fleshing out each section. A quick review and minor edits later, the sales copy was ready for publication.
The Impact and Advantages of ChatGPT
The result? Engaging, high-converting sales copy that perfectly crafts your narrative. And the best part? You're not writing; you're merely feeding it data and letting it do the hard work. While a human touch is still necessary to review and tweak the content, ChatGPT can significantly speed up the initial draft process. Another limitation is that AI-powered copywriting technology is only as good as the data it is trained on. If the data is biased or incomplete, the AI-generated copy may also be biased or incomplete. It's important to ensure that the data used to train the AI is diverse and representative of the target audience to avoid any unintentional biases in the copy.
While ChatGPT isn't the end-all solution to copywriting, it is a powerful tool that can assist you in creating high-converting sales copy when wielded correctly. It's all about leveraging the strengths of AI while acknowledging its limitations. With the right approach, you can use ChatGPT to produce full-length Video Sales Letters (VSLs) in under an hour, writing only a few words yourself. However, to unlock the full potential of this technology, it's crucial to develop it responsibly. This means aligning AI systems with human values and ensuring ethical behavior. Guided with care, tools like ChatGPT can enhance human capabilities, not replace them.
Mastering Effective AI Copywriting
The secret to successful AI copywriting lies in understanding how to effectively utilize tools like ChatGPT. It's about leveraging AI's strengths, understanding its limitations, and using it as a tool to enhance, not replace, your copywriting skills. Discover how to do just that in my new training program, “ChatVSL”. In addition to in-depth guidance, I provide ready-to-use formulas and Full Script Layout (FSL) training. It's as easy as cut, paste, and convert! Explore more at ChatVSL.com.