Using Chat GPT for Content Generation

There has been a lot of activity around the use of artificial intelligence as a tool to developing content in the business world. One of the most popular is Chat GPT from Open AI. Since it’s introduction, there have been multiple upgrades which require a subscription, however you can still access the free version here https://chat.openai.com/. You will still need to create a log on name and password, but there is no charge to experiment.

It helps if you think about Chat GPT as a souped-up query machine that can answer your questions directly in “natural language”. Your query is referred to as a prompt in the language of AI. Here’s an example:

Prompt: Produce Sales copy, less than 50 words promoting sales of all hammers in stock at 30% off.

Response: "Nail your projects with precision! 🔨 Enjoy a smashing deal on all hammers – 30% off! Limited stock. Upgrade your toolkit today and make every hit count. Shop now!"

This may not be exactly the right copy, but it came up with some clever puns that you might not have thought to use. It included an emoji as well which probably does not belong. It also came up with its own sales pitch to “upgrade” and included a call to action. This is probably good enough to hand to the graphics department and build a landing page.

Another example:

Prompt: Sales copy for set of two pots and two pans. Material is proprietary formulation non-stick; pans can be used in the oven; ergonomic handles are comfortable to use. Save 10 % over name brand.

Response: "Revolutionize your kitchen with our exclusive set of two pots and two pans! Crafted from a proprietary non-stick formula, these versatile pans are oven-safe, while ergonomic handles ensure comfort. Save 10% compared to big-name brands. Elevate your cooking experience – order now!"

This sales copy is not a whole lot different from just a recital of the description that it was originally given as a prompt.

This example illustrates one of the chief features of these types of AI engines: The quality of the prompt, makes a big difference as to the quality of the output.

Here’s our third example:

Prompt: Produce sales copy. Product is a unique packaging envelope called the EZ-PAK that can be used to ship objects of up to two pounds. This product is sturdier than other similar products on the market and completely weatherproof. It comes in a variety of standard sizes. It will save you time and money and reduce your product returns and shipping costs.

Response: "Introducing EZ-PAK, the game-changer in packaging! Ship confidently with our weatherproof and sturdier-than-ever envelopes. Designed for items up to two pounds, these envelopes come in various sizes. Save time, money, and minimize returns. Upgrade your shipping experience with EZ-PAK – the smart choice for secure and efficient deliveries!"

This copy is better than the “pots and pans” copy from above. Note that the prompt for the EZ-PAK has more favorable comparisons to competing solutions and talks more about the experience you will have in using this product. Emphasizing the user experience over the product features, results in more compelling content. Note that there is a bit or repetition, using the term “upgrade” again in this sales pitch. Also, no specific CTA was evident (call for free sample, special offer, order today, etc.).

These few examples are representative results of using a specific AI engine. Like all tools, the results depend on how you use them. It is important to use precise language for specific wording you want in your document and where you can highlight differences, make sure to tailor your prompt for positioning relative to competing solutions. Even with these guidelines, AI should be viewed as a tool for ideation rather than a stand-alone solution. You still need a person in the loop who can build useful prompts and edit the results for the best content that reflects your company’s personality.

Prompt: Produce a concise and friendly sign-off for a short article about Chat GPT.

Response: Chat soon, and happy chatting with GPT!