More and more, it’s laborious to speak about advertising and marketing with out mentioning synthetic intelligence (AI) and ChatGPT. This progressive device has shortly turn into a scorching matter as we uncover the way it can rework our business.
Whereas speaking about AI can spark questions and concepts, experimenting with instruments like ChatGPT gives you a greater sense of the way it may help you’re employed extra effectively.
On this submit, we’ll discover the best way to use ChatGPT for electronic mail and social media advertising and marketing copy and supply tricks to get probably the most out of this device.
Let’s begin with some definitions.
What’s ChatGPT and the way does it work?
ChatGPT is an AI chatbot that generates human-like responses to questions and prompts. OpenAI launched ChatGPT to the general public in November 2022, drawing thousands and thousands of customers to experiment with the device. In truth, in keeping with the latest information, ChatGPT has over 100 million customers.
To grasp the device just a little higher, I requested ChatGPT the way it works. Right here’s the reply it generated:
“ChatGPT relies on the GPT (Generative Pre-trained Transformer) structure developed by OpenAI. GPT is a deep studying mannequin that makes use of a Transformer neural community to generate human-like textual content responses. It has been skilled on a big corpus of textual content information to be taught patterns and relationships between phrases and sentences.”
It goes on to clarify that the mannequin trains on an enormous quantity of knowledge from the web to be taught to foretell the following phrase in a sentence utilizing the context of earlier phrases. Then, human reviewers assist fine-tune the mannequin to enhance its efficiency.
Whenever you work together with ChatGPT, it takes your enter, similar to a query or writing immediate, processes it by its neural community, and produces an output or response. It might probably assist with numerous duties, like copywriting, creating resumes and canopy letters, writing code, planning journeys, and far more.
Nevertheless, there’s a serious caveat. Right here’s how ChatGPT defined it:
“It’s necessary to notice that ChatGPT’s responses are generated based mostly on patterns it has discovered from the coaching information. Whereas it may possibly present helpful and coherent solutions, it might additionally generate incorrect or nonsensical responses in some circumstances. It’s at all times a good suggestion to confirm the data supplied by ChatGPT with dependable sources.”
Meaning I needed to fact-check ChatGPT’s rationalization of the way it works. We’ll discuss extra about the best way to work with this limitation beneath.
Easy methods to use ChatGPT for advertising and marketing copy
Let’s get an important level out of the way in which: ChatGPT can’t substitute you as an electronic mail or social media marketer. Your understanding of the nuances of your online business or business are paramount to creating useful content material that helps obtain your targets.
Nevertheless, ChatGPT can enable you generate concepts and offer you a place to begin for advertising and marketing copy. This may be particularly helpful when you work with a small group or on tight deadlines.
As you turn into aware of how ChatGPT creates content material, you’ll get a greater thought of the best way to use it to write down advertising and marketing copy, like emails and social media posts. Listed below are 7 tricks to get began:
1. Write an in depth immediate
It takes follow and experimentation to search out prompts that lead to probably the most useful ChatGPT solutions. Typically, the extra detailed the immediate, the higher the consequence. Let’s check out some examples.
On this immediate, I requested ChatGPT: “Are you able to write an electronic mail selling a summer season block occasion for a brewery? The occasion is on July 7 in Denver, Colorado.”
ChatGPT generated a prolonged electronic mail with a proper tone, making up quite a lot of particulars since I didn’t present many.
For the following immediate, I added extra element concerning the occasion and a desired electronic mail size: “Are you able to write an electronic mail selling a summer season block occasion for a brewery? The occasion is on July 7 in Denver, Colorado. The occasion highlights are beer tasting flights, beer and meals pairings, reside music, and garden video games. The tone must be casual and enjoyable. Please restrict the e-mail to 200 phrases.”
That’s extra prefer it.
On this model, the tone is extra participating and pleasant. For instance, whereas the primary electronic mail began with “Pricey [Recipient’s Name],” this model opens with “Hey there, beer lovers!” And this time, the e-mail contains the occasion highlights I supplied slightly than made-up ones.
ChatGPT’s electronic mail may not be good, and it’s just a little longer than I requested, nevertheless it offers a great first draft I can edit and optimize.
2. Ask follow-up inquiries to repurpose content material
One of many nice options of ChatGPT is you may ask follow-up questions as a result of it remembers the context of your dialog. This could prevent quite a lot of time when repurposing content material for numerous channels.
Persevering with with the earlier instance, now that we’ve got the occasion electronic mail copy, let’s ask ChatGPT to condense the data for a social media submit. Because it already is aware of what we’re speaking about, I don’t want to supply the small print once more.
My immediate was: “Condense this into a brief caption for an Instagram submit.”
ChatGPT turned the 300-word electronic mail right into a 41-word submit, together with emojis and hashtags appropriate for the channel. Once more, the consequence might not be good, nevertheless it saves time and offers a great begin for social media captions.
3. Generate topic traces
Topic traces could also be quick, however it may possibly take quite a lot of brainstorming and wordsmithery to get them good. That is one other job ChatGPT can do for you.
Let’s hold going with our hypothetical brewery block occasion. Now, let’s ask ChatGPT to generate 5 topic traces with a 50-character restrict for the e-mail it simply wrote. Right here’s what it got here up with:
The choices ChatGPT generated observe topic line greatest practices, like maintaining them quick and creating a way of urgency. All I would like is to choose my favourite and make minor edits.
On this immediate, I didn’t give ChatGPT quite a lot of particulars as a result of it may possibly pull them from our earlier dialog. However when you ask ChatGPT for topic traces solely, present particular particulars in your immediate or paste the content material of the e-mail for the very best outcomes.
4. Reality-check every thing
As we talked about earlier, ChatGPT’s output might sound convincing, nevertheless it’s not at all times correct. That’s as a result of the device has just a few limitations.
Based on OpenAI, “ChatGPT will not be linked to the web, and it may possibly sometimes produce incorrect solutions. It has restricted information of world and occasions after 2021 and may sometimes produce dangerous directions or biased content material.”
Moreover, ChatGPT doesn’t reveal its sources, even once you ask, as a result of it doesn’t collect data from a single supply like a search engine, similar to Google.
To navigate these challenges, analysis and test each truth ChatGPT generates earlier than together with it in your closing draft.
5. Don’t give ChatGPT non-public data
Whereas ChatGPT can really feel as useful as a private assistant, do not forget that your conversations with ChatGPT will not be non-public.
As OpenAI explains, “As a part of our dedication to protected and accountable AI, we evaluation conversations to enhance our methods and to make sure the content material complies with our insurance policies and security necessities.” Moreover, “Your conversations could also be reviewed by our AI trainers to enhance our methods.”
Maintain this in thoughts when writing your prompts, and keep away from together with delicate private data or nonpublic enterprise data.
6. Optimize the copy utilizing your creativity and experience
ChatGPT might have a big information set to be taught from, nevertheless it doesn’t have the expertise and creativity that people deliver to the desk. The mannequin can generate a place to begin in your advertising and marketing copy, however entrepreneurs’ concepts, analysis, and information make the content material distinctive.
That is all to say that after ChatGPT generates an output, faucet into your experience and creativity to show it into advertising and marketing copy that displays your organization’s voice and engages your viewers. In any case, nobody is aware of your viewers higher than your inside groups.
7. Carry out A/B checks
The easiest way to search out out if ChatGPT content material helps your online business is to carry out A/B checks. For instance, check components like AI-generated topic traces and social media captions to be taught if these generate engagement, clicks, or conversions.
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