Nick Usborne's Blog, page 3

AI can’t shake with anger, tremble with fear, or burst into tears.

Emotions don’t happen just in our minds.

Emotions stimulate physiological responses… like changes in heart rate, blood pressure, respiratory rate, facial expressions, and muscle tension.

These physical responses are mediated by the autonomic nervous system, and the release of hormones.

Long story short… any emotion you feel is accompanied by a physical response.

As humans, we live, touch and breathe emotions.

It’s worth taking a pause and thinking about this. It’s easy to think of emotions as something that we feel only in our minds. But in fact, emotions stimulate full mind and body reactions.

This is why an AI can never feel or express emotions.

They may nail the cognitive part. They’ve read books, movie scripts and poems that describe emotions. But that’s a very one-dimensional experience.

LLMs like ChatGPT will and can never feel emotions.

Large language models like ChatGPT are trained through exposure to massive amounts of text data. This allows them to learn patterns and connections between words, enabling them to predict the next word in a sentence.

Predicting text, one word at a time, creates a very limited experience of the world.

When a five-year old girl sees the puppy she just got as a birthday gift, she doesn’t looking at the puppy and say, “Puppy. Nice. I like.”

She explodes into excitement… her eyes grow large, she cries out in excitement … maybe bursts into tears of happiness. Her body and mind respond in a riot of hormones.

ChatGPT?

I asked it, “How would you feel if I gave you a puppy?”

It replied, “I think I’d be quite puzzled about where to put it or how to take care of it, considering I don’t have hands or a home in the usual sense. But the thought is incredibly sweet! How about we imagine together what kind of adventures this puppy might have?”

Nice try, but not the same as human emotions.

This is why all AI-generated text needs to be infused with human emotion.

As any seasoned copywriters will tell you, emotion lies at the heart of great copy and content.

Emotion is what drives engagement, builds trust, and converts prospects into buyers.

As humans we can express those emotions first-hand. We’ve had the full-on, physiological experience of laughing out loud, or losing our temper.

We know how it feels. Tools like ChatGPT get a second-hand view, and express it one predicted word at a time.

This is why you need to take AI-generated content as your starting point, not the end point.

Leverage AI to do the heavy lifting with brainstorming, research, outlining, and a first draft.

Then write a final draft, infused with the complexity of deeply felt human emotions.

I explain how to do this is in my course, Futureproof Copywriting.

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Why use AI writing tools like ChatGPT when you can do better work on your own?

The question in the headline was asked by a good friend, and highly-regarded copywriter.

It’s a totally legitimate question. As professional copywriters we can write better than any AI, and we naturally infuse our work with emotion… because we know it works.

So… if we can do all that on our own, why do I recommend that people dive into AI, use tools like ChatGPT, and then infuse the AI output with Emotional Intelligence?

Why make it complicated? Why not just carry on as normal?

To find an answer, let’s go back to 1907…

Let’s imagine it’s 1907, and you have a profitable courier service, focused on delivering letters and packages between Boston and New York City.

You’ve been in business for decades and are known for the quality of your service. It’s 1907, so you are making your deliveries by horse and carriage.

Then… a year later, in 1908… along comes the motor car in the form of the Model T Ford.

And that changes everything.

It’s the speed of motor cars and AI that can’t be beat.

A competitor sets up a courier service delivering to the same cities as you. But he’s using a fleet of Model T Fords.

His service is ten times faster, and at a fraction of the price.

Can you just carry on as normal and ignore the impact of this new technology… the motor car? Obviously not. You’re going to lose every single one of your clients.

Within months, you’ve acquired your first car, and plan to buy more.

It’s not that you wanted to do. You’d have loved to carry on the way things were. You did a great job with the horse and carriage.

But sometimes, a technological change leaves you no other option than to adapt… and quickly.

It’s the same with AI… you need to adapt.

To survive in a market where freelancers and in-house writing teams are already using AI, you need to give yourself the same advantages by using the same tools.

But… if that’s ALL you do, you’ll fall into what I describe as the sameness trap.

Whether you’re using a Model T to deliver packages, or ChatGPT to write copy and content, you want to add something that differentiates your work.

For your motorized courier service back in 1908, you’ll train you drivers to spend more time engaging with our clients… taking a few minutes listening and getting to know them on a personal level. You’ll hire drivers who display a high level of emotional intelligence.

As a copywriter, you’ll maximise your use of AI, but also edit that output to make it more conversational, and infuse it with emotional intelligence.

And you’ll optimize for all 4 domains of EI when interacting with your clients.

In conclusion…

The answer to your question, my friend, is that I never asked for AI to disrupt my writing business. I didn’t even want to use it.

But if I choose to ignore it, I’ll suffer the same fate as all the horse and carriage owners who chose to ignore the rise of the automobile.

There are some new technologies that simply cannot be ignored. The automobile was one of those technologies. AI is another.

To learn more about how to thrive by combining AI with Emotional Intelligence, take a look at my course, Futureproof Copywriting.

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If you’re dismissive of today’s AI writing tools, you’re missing the point.

It’s easy for writers and copywriters to roll their eyes when they hear about AI writing tools.

At their current level of performance, these tools often produce generic, slightly robotic text that can’t entirely replicate that unique human touch in writing. The sentiment I hear a lot is, “Sure, AI can write, but it won’t write well.”

Here’s the thing… dismissing or ignoring AI writing tools outright because of their current limitations is a mistake. The trajectory of this technology is moving fast… and should have every writer paying close attention.

Technological Leaps Happen Quickly

Anyone remember the first mobile phones? They were clunky, slow, and incredibly limited in comparison to the amazing “computer-in-our-pocket” smartphones we have today.

AI technology, at its core, is built to learn and improve. We see this with everything from the self-driving cars that get better with each “practice run”, to the AI voice assistants that adapt to our unique voice and tone.

It’s the same with AI writing tools. The ones we have access to now are the “clunky smartphone” generation.

It’s about what’s coming next that we should be watching for.

Why Writers Shouldn’t Dismiss AI or Fear It

AI writing tools are going to get way better over the next one or two years.

Their output will be a huge improvement on what we see today. In other words, you can’t be complacent about this. You can’t sit back and say, “Hey, I’ll be fine. I don’t need to change.”

But it’s not all doom and gloom. Even a significant advancement of AI doesn’t diminish the value of a skilled writer. In fact, it makes our unique strengths more critical than ever.

Focus on What Machines Can’t Do

Instead of seeing AI as competition, start viewing it as a tool to expand your toolkit. Learn its capabilities now so you’re positioned to expertly take advantage of the improvements coming down the line.

While AI handles low-level, repetitive tasks, focus on building skills that remain irreplaceable:

Emotional Intelligence: As AI excels at factual writing, the value of writers who can emotionally connect with an audience goes through the roof. No language model will be able to replace the power of storytelling, personal experiences, and writing that stirs our hearts and minds.Intuitive Leaps Forward: AI is great at analysing and sharing the facts, but they don’t get a sudden flash of inspiration, or a gut feeling, or an intuitive sense of what’s coming next.High Level Creativity: AI tools can be creative at a low level. They can combine ideas and come up with something new. But I don’t think they can make huge creative leaps, and don’t think they ever will be. But we can.Content Creation Strategy: Get in the driver’s seat and become a copy and content strategist, looking at the big picture, long-term. Don’t wait for AI to take charge… be the boss of it, and take control.Be Ready, Not Resistant

Don’t wait until it’s almost impossible to catch up… lean into working with AI writing tools now.

AI won’t replace good writers, but it will change how we work. Get ahead of the curve, and start thinking about how you and AI will be working together a year or two from now.

Step one? Enroll in my Futureproof Copywriting course. It was specifically created to help you maximize your use of both AI technology and the deeply human power of Emotional Intelligence.

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It’s time to step out from behind the curtain, and be more human.

As a freelancer, I am my brand.

I’m me… the good, the bad and the less-than-perfect.

Human, through and through.

I do my best to keep the less-than-perfect parts to myself. But even if they peek out from behind the curtain from time to time, that’s not so bad.

It just shows I’m real.

More specifically, it shows I’m not an Artificial Intelligence.

It’s time to be more human.

AI tools like ChatGPT, Gemini, Claude, and others are flooding the web with millions of pages of new content. The quality of the content varies, from average to pretty good.

But almost all of it has a generic vibe. More specifically, it lacks emotional depth. References to emotions are superficial, and second-hand.

Why? Because an AI can read about love, but can’t feel it. It can read about how it feels to walk on a beach with a loved one at sunset, but it can never experience it.

As a result, AI-generated copy and content fails to engage us at the most powerful level… the level of feelings and emotions.

This is where we get to compete. We can outshine the work of AI by writing with a high level of emotional intelligence.

Put more heart into your copy and content.

The best copy, even back in the days of print, has always been copy that touches our emotions.

Emotional hooks grab our attention. Emotional stories engage us at a profound level. Emotional language holds our attention and closes the sale.

To make this kind of approach work for you, it’s necessary to go all in on Emotional Intelligence.

This means working with your clients to identify the emotions being felt by their own customers and prospects. Their fears, their hopes, their desires. Then write copy that acknowledges and addresses those emotions.

You can do this way better than an AI writing tool. But for many writers this requires a shift in focus… leaning into emotion when you’re writing.

As a freelancer, you also need to “get emotional”.

As well as leaning into emotion for your client work, you need to do the same with marketing your own services as a freelancer.

Put aside the formal business pitch, or word-perfect profile description. Reveal yourself as a living, breathing, feeling human.

Let clients and prospects know how you feel about their products and services. Make it clear what kind of work truly excites you… the kinds of projects you truly love to work on.

It’s not “unprofessional” to share your emotions.

On the contrary, it’s a smart way to reveal yourself as an emotionally intelligent writer.

And it’s a great way to separate yourself from writers and web teams who rely too much on AI alone for their copy and content writing.

Long story short, it’s time to be more human.

To learn how to weave more emotional intelligent into your writing – for your clients and for yourself – check out my course, Futureproof Copywriting.

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5 Examples of stories that add Emotional Intelligence to your AI-assisted copy.

Using AI to write copy and content offers incredible productivity benefits.

But… AI output can feel dry and generic. It packs no emotional punch.

That’s why I advocate leading with a high level of emotional intelligence. At every stage of using these AI writing tools, ask yourself how to make the copy more emotionally engaging.

One of the easiest and most powerful ways to do this is to use stories. Everyone loves stories. And in the world of marketing, some of the most powerful stories are the ones that include some kind of customer transformation.

Customer-centered stories have a huge impact, because they are relatable. We see ourselves in their struggles and victories.

This is why stories can be such an impactful way to express Emotional Intelligence in your writing.

Let’s look at 5 examples…

1. A Story of Overcoming Obstacles

The Story: A fitness app company shares the story of a middle-aged user, Alex, who felt defeated by life’s stresses and had given up on staying fit. Through engaging with the app, Alex slowly finds a community, regains confidence, and completes their first marathon. The promotional content focuses on Alex’s emotional journey from despair to triumph.

Its Impact: This story taps into the universal themes of struggle, perseverance, and achievement. It emotionally engages potential customers who see themselves in Alex’s story, motivating them to take action for themselves.

2. A Story of Adventure

The Story: An outdoor equipment brand shares the story of Jamie, who took a sabbatical from a high-pressure job to hike across national parks with gear from the brand. The narrative focuses on Jamie’s self-discovery, the awe of nature’s beauty, and the realization of what truly matters in life.

Its Impact: This story taps into the deep yearning many feel for adventure, escape, and personal growth. It positions the brand’s products as essential companions in the journey towards self-discovery and a more meaningful life, inspiring potential customers to embark on their own adventures.

3. A Story of Contribution

The Story: A nonprofit organization shares stories of volunteers who impact communities through their service. In one promotion it focuses on a particular volunteer, Ethan, who helped build a school in an underserved community. The narrative explores Ethan’s initial doubts, the hard work, and the ultimate joy of seeing children learn in the new school.

Its Impact: This story underscores the emotional rewards of altruism and community service, encouraging readers to consider how they too can make a difference. It elevates the nonprofit’s mission, making it emotionally compelling to support or join their cause.

BTW – non-profits have been aware of the power of stories for decades. Almost all non-profit promotions open with a story of a real person in need.

4. A Story of Tradition

The Story: A gourmet food company tells the story of a family’s annual holiday gathering, where cooking traditional dishes together using the company’s ingredients strengthens family bonds. The promotional material emphasizes flavors, smells… and the inevitable family drama in the kitchen.

Its Impact: By evoking the sensory pleasures and emotional warmth of family traditions, this story connects with audiences on a deeply personal level. It not only promotes the products, but also the idea of the brand as an essential part of cherished family memories.

Sensory experiences… like taste, smell, and hearing, are a great way to separate your writing from AI. AI tools can’t smell!

5. A Story of Self-Worth

The Story: A skincare brand shares the story of Jordan, who battled with severe acne and the resulting low self-esteem. The promotional content details Jordan’s path to discovering the brand and how its products not only improved their skin but also restored their confidence and self-image.

Its Impact: This narrative taps into the emotional struggles associated with skin issues, making it incredibly relatable for many. By focusing on the emotional outcome of using the product, the brand positions itself as not just a skincare provider but a catalyst for personal transformation and empowerment.

There’s always a good customer story out there, waiting to be found.

These are simple stories of everyday life. That’s what gives them power. We feel those stories could be about us, in our own lives.

What I’ve shared here are a few examples of fictional people. But when you’re working with clients, you’ll want to ask them to find you real stories about their customers. That’s what makes stories relatable and credible… what separates this kind of promotion from anything written by AI.

The use of stories is just one of the topics I cover in my course on combining AI with Emotional Intelligence.

The course is called Futureproof Copywriting… It gives you the knowledge to use AI and then rise above and beyond what AI can achieve, by adding in layers of deep emotional intelligence.

Find out more about the Futureproof Copywriting course here…

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3 Ways to diversify your digital copywriting services in the age of AI.

This year we’ll see some significant advances in the field of AI. And yes, some of those advances will impact our work as freelance copywriters.

It’s time to lean in and get ahead of the curve.

You need a plan. And that plan can’t be “Sit tight and do nothing”. The way things are, you can get ahead and profit from the rise of AI. Or you can fall behind.

There’s no middle ground. Sitting tight means falling behind.

Part of that plan could be to diversify the services you offer as a writer, and include one of two services that focus on AI.

Take a look at the services page on your website, or your LinkedIn profile, and think about adding one of the following…

AI Content Creation Services

When it comes to content like blog posts and social media updates, AI tools like ChatGPT make it possible to create ten times the content in the same period of time.

But, as most of us know by now, you can’t just type in any prompt and then publish ChatGPT’s first draft.

By providing AI Content Creation Services, you can help your clients in a number of ways. Help them brainstorm topics. Help them come up with prompts that will deliver quality, on-brand outputs. And, of course, all AI output needs revising by a human writer… you.

Long story short… when companies start generating a ton more content with the help of AI, they’ll need expert help to ensure they’re creating the right kind of high-quality content.

And the person to help them can be you.

AI Workflow Consulting

This is a step up from being an AI content creator. As an AI Workflow Consultant you’ll be helping companies adapt their content delivery workflows to accommodate the increased volume of new material.

This will likely involve some changes to their internal processes. Are they set up to create content at this kind of volume? Do they have the people and resources to accommodate and execute on a significant increase in activity?

Who approves all this new content? Who checks for accuracy, and potential plagiarism? Does their legal department need to get involved to address any privacy concerns?

How does all this new content connect with and support ongoing promotional campaigns? Who needs to be at the table when all this is being discussed and set up?

The point being, when a business dramatically upscales anything, that change ripples out and impacts multiple workflows.

If this sounds like something you’d like to do, I bet there are tens of thousands of companies out there looking for an AI Workflow Consultant, right now.

Emotional Intelligence Integration

This is something I have written about a lot.

One of the problems with thousands of companies all using the same AI tools, with the same “Top 50 Prompts”, is they fall into what I call the Sameness Trap. All their copy begins to feel the same.

And no company wants that… they want their copy and content to sound unique. Thet want to use AI, but without losing their points of differentiation.

You can do that for your clients by adding a layer of emotion to the AI output. The nuances of human emotion are something AI struggles to understand. And, as any seasoned copywriter will tell you, emotion is the most powerful hook of all when it comes to engaging your audience, and converting prospects into buyers.

This is why I created a whole new course on combining AI with Emotional Intelligence. The course is called Futureproof Copywriting, and it teaches you how to add value to AI output by layering in a high level of Emotional Intelligence.

It also provides the foundational knowledge you’ll need to hang out your shingle as an AI Content Creation provider, or an AI Workflow Consultant.

You can learn more about the Futureproof Copywriting course here…

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Your professional network from 2023 isn’t the one you need for 2024.

I remember when I made my big shift from offline copywriting to online copywriting… way back in 1997.

One of the things that changed – had to change – was my network of contacts.

For the most part, the people I knew in the offline world weren’t following me online. At least, not right away.

That meant I needed to develop a new network of contacts and potential clients.

Plus, I needed to update my bookmarks and subscriptions too. Which newsletters should I subscribe to? Which websites should I visit regularly?

And what else did I need to learn in order to flourish in this new world?

Well… We’re at a similar juncture now, with the rise of AI.

Here are three things you need to do…

First, you need to start finding and connecting with other professionals who are leaning into AI.

Most of the people I’m already connected with aren’t as into AI as I am. That doesn’t mean I’ll stop talking with them, but I do want to add more people who share my interest in AI.

In other words. I want to expand or refresh my network with some new connections.

How can you do that? A simple way to start is to join groups on LinkedIn or Facebook. Or find people on Twitter who are engaged in conversations about AI.

Maybe start following a few of the major educators in this space, like Nathaniel Whittemore, Rachel Woods, Paul Roetzer and others.

Second, subscribe to some new AI newsletters and podcasts.

As well as following experts and thought leaders on Twitter, you can also learn a great deal by signing up for their newsletters, podcasts, and courses.

Nathaniel and Paul have excellence podcasts and Discord communities. Rachael has a newsletter, and leads an advanced course on prompt engineering. Follow the links in their Twitter profiles and you’ll find your way to the good stuff.

Third, get the education you need to take part in smart conversations.

There are plenty of courses out there for people wanting to learn more about shifting their professional focus to include AI.

For digital writers and copywriters, there is my own course, Futureproof Copywriting.

One way or another, you need to acquire the knowledge to sound knowledgeable when asked about AI by your clients and prospects.

Finally, you’re not in Kansas anymore.

If you want to keep up with the rise of AI, you need to make some changes.

Grow your network to include AI leaders. The easiest places to start are LinkedIn and X… formerly Twitter.

Next, subscribe to some of their newsletters and podcasts if they have them.

And take some of the courses that will put you ahead of the crowd as AI grows and evolves.

There’s no such thing as standing still in the world of AI marketing. You’re either forging ahead, or you’re falling behind.

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Is your AI-assisted copy optimized for Emotional Intelligence?

We’ve now had over a year to become proficient with AI writing tools like ChatGPT.

Many of us now use these tools to help with brainstorming, research, outlines, and first drafts.

And there is no question that companies large and small are attracted by the price and productivity benefits of using AI to help produce more content at lower costs.

But…

Are you optimizing that copy and content for Emotional Intelligence?

Let’s break that question into 3 areas.

#1 – Be aware of the emotional persona of the company you’re writing for.

Some brands are deliberate about evoking emotions and feelings.

Disney is associated with happiness. Rolex and other luxury brands make you feel exceptional. Volvo cars make you feel safe. Coca-Cola and Levis evoke feelings of nostalgia. Apple makes you feel you’re different from the crowd.

That said, many other brands feel more or less neutral when it comes to communicating an emotional appeal.

This is a lost opportunity. And the absence of emotion can be exacerbated by the use of AI-assisted writing. After all, “robotic” writing doesn’t evoke emotions.

Talk about this with your clients, and work with them to identify a company persona that’s emotionally engaging. Then create a next draft that is optimized for feelings and emotions.

#2 – Are you taking steps to actively listen to the emotions of your prospects and customers?

A key element of emotional intelligence is to listen to the emotions of your audience.

As a writer, this is something you can do for yourself. You can compile and review product reviews from Amazon, and service reviews from apps like Yelp. You can ask you clients for access to customer service transcripts and chatbot conversations.

Next, you can ask ChatGPT to conduct a sentiment analysis of all this information. It may sound a little counter-intuitive to have ChatGPT conduct a sentiment analysis, but it actually does it very well.

Once you’re done with the compilation and analysis, you’ll have a good sense of the emotions people feel around the product or service you’re writing about. You’ll also know the language they use when describing those emotions.

Addressing those emotions in your copy is a powerful way to engage with and ultimately convert your readers.

#3 – Optimize all your AI outputs to match the persona of the client company to the emotions of its prospects and customers.

It’s not enough to publish the unedited output of tools like ChatGPT.

First, you need to lead with emotion, before you even create prompts for ChatGPT. Be aware of the company’s emotional persona, and of the emotions your readers bring to the table.

Next, use ChatGPT to do what it does best… creating quality drafts at speed.

Finally, create a more “human” draft, ensuring the copy is emotionally engaging. You can do this by adding story, using sensory language, and by being naturally conversational in your writing style.

Take active steps to optimize your AI copy for a higher level of Emotional Intelligence.

With AI writing tools feeding the pipeline, it’s all too easy to just let them automate the writing process, and assume the output is “good enough”.

The trouble with that approach is that it ignores and sidelines the enormous power of emotion. Ask any veteran copywriter or marketer, and they’ll tell you that emotional engagement plays a huge part in converting prospects to customers.

This is why it’s essential that you optimize all AI output with a high level of Emotional Intelligence.

If you want in-depth instruction on how to do this, find out more out my course, Futureproof Copywriting.

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According to a recent report from the IMF, 60% of jobs in the US will be impacted by AI.

That’s an astonishing number.

To be fair, the IMF is careful to point out that they are absolutely not saying 60% of jobs will be replaced by AI. In fact, they divide things down the middle.

About 30% of jobs will be impacted in a largely positive way, through increases in productivity and improved skills. While the other 30% of jobs will be impacted in a more negative way, up to and including the loss of those jobs altogether.

Whichever way you slice it, these numbers are really, really high… and put us on notice that we need to take action before it’s too late.

And yes… marketing, writing, media and the like are in the front lines here. Our jobs are already being significantly impacted by the rise of AI.

So what can you do?

Step 1 is to lean into change and become an expert in the use of AI.

If you want to be part of the 30% who benefit from AI, you need to show your boss or your clients that you’re all in on the technology, and that you have enough knowledge to bring some real value to the table.

In other words, you need to know more than your clients when it comes to the use of AI tools like ChatGPT.

You need to demonstrate a value that makes you indispensable to your clients, current and future.

Step 2 is to get ahead of the crowd and differentiate your writing with a high level of Emotional Intelligence.

AI writing tools like ChatGPT do an amazing job of research, analysis, outlining, and writing first drafts. But you should never hand in that first draft to your client.

If you leave all the work to AI, you fall into what I call “the sameness trap”.

When too many writers are using the same AI tools, and the same “top 50” prompts, the output begins to feel the same.

And no, you absolutely don’t want your writing to sound the same as everyone else’s. If it does, why would a prospective client choose you?

Your next step is to add what AI is weakest at… the nuances of human emotion.

In other words, you need to infuse that first AI draft with emotional intelligence.

Use language that is conversational, sensory, and experiential. Use real-life examples. Tell stories. Make you readers smile, and feel happy or excited.

AI doesn’t understand the subtleties of human emotion. Nor does it do a good job of recognizing cultural or local differences.

Step 3 is to get ahead of the curve by taking the right training.

To fall into the 30% of people who benefit from the rise of AI, you first need to learn as much as you can about AI, and its application to copywriting and content writing.

Next, you need to take a deep dive into the world of Emotional Intelligence, and learn how to apply that to your AI-assisted first draft.

That’s where my course, Futureproof Copywriting comes in. It is laser-focused on combining AI with Emotional Intelligence, and will help you take your place in the 30% of winners in our AI world.

Find out more about the Futureproof Copywriting course here…

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See how Emma uses both AI and EI to write an ad for eco-friendly skincare products.

Here’s a process any copywriter can use to incorporate both AI and emotional intelligence into their sales copy.

Interestingly, this process wasn’t structured and written by me. It was created by GPT-4. It even came up with our copywriter’s name… Emma.

All I did was provide the prompt.

That said, if you tried the exact same prompt yourself, you probably wouldn’t get quite the same result… for a couple of reasons.

First, what I share below represent the last two steps in a longer back and forth between myself and GPT-4. In other words, there’s more context at play here.

Second, I didn’t use the regular GPT-4. I used my own Custom GPT. As part of its training dataset, this Custom GPT has direct access to pretty much everything I have ever written about AI and EI.

As a result, it’s a bit of a mini-me, and will likely come up with outputs that are at least based on some of my own thinking.

All that said, let’s see what it came up with…

The prompt I wrote:

Describe a scenario where a copywriter is tasked with creating ad copy for a new line of eco-friendly skincare products. She wants to employ both AI and EI to optimize her creative output.

The output from GPT-4:

Step 1: AI-Driven Research and Ideation

Emma starts by using an AI tool to gather data on current trends in eco-friendly products, consumer preferences, and competitors’ strategies. She inputs queries into the AI tool, which scans through vast amounts of online data and compiles a report on effective keywords, popular themes, and successful campaign strategies in her product niche.

Step 2: Generating a Basic Framework

Utilizing the AI’s capabilities, Emma requests a series of basic ad copy drafts that align with her findings. The AI generates several versions of ad copy, providing her with a variety of approaches, from emotional appeals to fact-based persuasion.

Step 3: Infusing Emotional Intelligence

With the AI-generated drafts as her foundation, Emma now infuses emotional depth into the copy. Drawing on her understanding of her target audience, she modifies the language to resonate more deeply with their values and aspirations.

She crafts a narrative about the skincare line that emphasizes not just its eco-friendly aspects but also how using these products makes the consumer part of a larger, meaningful movement towards sustainability.

Step 4: Personalization and Storytelling

Emma uses her EI to weave a relatable story into the ad copy. She introduces a character who reflects the target audience’s demographic – a young, environmentally conscious individual navigating the challenges of finding skincare that aligns with her values. This storytelling approach adds a human element that AI alone couldn’t have created, making the campaign more engaging and relatable.

Step 5: Emotional Fine-Tuning

Finally, Emma reviews the AI-enhanced and EI-infused copy to ensure it strikes the right emotional chords. She adjusts the language to convey warmth, inclusivity, and a sense of community, reinforcing the brand’s commitment to environmental responsibility.

Outcome:

The end result is a compelling ad campaign that combines AI’s analytical strengths in data processing and draft generation with Emma’s emotional intelligence, which breathes life and relatability into the copy. The campaign successfully resonates with the target audience, leading to increased brand engagement and customer loyalty.

That’s a pretty amazing 5-step process.

As you can see, Emma still has plenty of writing and rewriting to do. But the framework gives her a process to follow, and will help her create powerful copy that engages with her audience and delivers results.

Step 1: AI-Driven Research and Ideation

Step 2: Generating a Basic Framework

Step 3: Infusing Emotional Intelligence

Step 4: Personalization and Storytelling

Step 5: Emotional Fine-Tuning

You can use this same process on your own writing projects.

I know the Custom GPT was working with my own input into its training dataset. But still, I’m blown away by the quality of the output it provided, and how well it structured the process of combining AI with EI.

For more in-depth training in this process, check out my course, Futureproof Copywriting.

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