While the dialogue between ChatGPT and the marketing world continues to evolve, it’s a good time to note that some age-old principles are still in effect, namely GIGO aka Garbage In, Garbage Out.
If you ask a stupid question, you know what to expect in return. And if you ask ChatGPT (or any AI platform) for detailed, precisely focused output, you need to provide detailed, precisely focused input.
ChatGPT may seem magical at first, but it can’t pull a rabbit out of its hat. It needs to be used correctly. Here are 5 ways of doing that.
5 ways marketers can help ChatGPT do a better job
1. Think of it as a research assistant. You can use ChatGPT as a copy catalyzer for web page or even blog development, but it often provides more value as a research tool. Ask it about top trends in specific industries. Ask for YOY economic data within B2B and B2C categories. Whatever you ask for, make it detailed.
2. Make it personal. Focus your prompts on key target audience characteristics. For example: “List the most common challenges faced by (targeted persona group) when they (name a desired action or transaction)” is a simple prompt that can get you relevant information. For extra credit: Look at Chrome extensions (AIPRM) that connect you with useful prompts for persona development.
3. Use the 3 “frameworks.” The ChatGPT platform features 3 content formats that can help marketers. Each one is based in traditional Sales/Marketing content organization. Example: The “AIDA” framework organizes content into Attention, Interest, Desire, and Action. If you’re having an Alec Baldwin Glengarry Glen Ross flashback, click here.
Reminder: When using frameworks, be sure to include the framework type in your query.
4. Ask for FAQs. At drinkcaffeine, we are great believers that FAQs provide a way of looking at the world through consumers’ eyes. If you’re researching a topic and have to start with basics, asking ChatGPT for FAQs is a good way to open the door into any industry.
5. Ask ChatGPT to ask you questions. There’s a rapidly developing base of content right now in the area of how to use prompts for ChatGPT (Just Google it). But you can go straight to the source: Ask ChatGPT to ask you questions before it starts writing and it will typically respond with questions that are part of a Creative Brief:
- Objectives
- Target Audience
- Unique Selling Proposition
- Promotional offers
- Competitive climate
Provide this input in your query and watch the improvement in content strength.
When you’re ready to use evidence-based practices to solve marketing communications problems, contact us!
