How to Use a Copywriting Framework with AI

Among the tools for writing copy you have at your disposal are:

Copywriting Frameworks, such as AIDA (Attention-Interest-Desire-Action), PAS (Problem, Agitate, Solution), and BAB: (Before, After, Bridge)

Artificial Intelligence large language models, such as ChatGPT 

Lets explore how we can use them together. For our example we’ll use wrinkle-resistant men's pants.

The Basics

Before we take it up a notch, we’ll start with the basics. Here is the prompt followed by the response from ChatGPT (no editing):

Prompt: Write sales copy for a new brand of no-iron, wrinkle-resistant men's pants: Scottstyle

Copy: Introducing Scottstyle - the revolutionary new brand of no-iron, wrinkle-resistant men's pants that will change the way you dress forever!

Say goodbye to the hassle of ironing and the frustration of creased pants, because Scottstyle pants are designed to stay wrinkle-free all day long. Made from high-quality materials and expertly crafted to ensure the perfect fit, these pants are the ultimate combination of style and comfort.

Whether you're heading to the office, going out for a night on the town, or just running errands around town, Scottstyle pants will keep you looking and feeling your best. And with a range of colors and styles to choose from, you're sure to find the perfect pair to suit your unique sense of style.

But that's not all - Scottstyle pants are also incredibly durable, ensuring that they'll look great and perform well for years to come. And with their easy-care, no-iron design, you can spend less time worrying about your clothes and more time focusing on the things that matter most.

So if you're ready to experience the ultimate in style, comfort, and convenience, try Scottstyle pants today. Your wardrobe - and your life - will never be the same!

Next Level

Now let’s try it with the copy framework AIDA: Attention-Interest-Desire-Action.

Prompt: Write sales copy for a new brand of no-iron, wrinkle-resistant men's pants: Scottstyle using the copy framework AIDA: Attention-Interest-Desire-Action

Copy: Attention: Are you tired of wrinkled, creased pants that require hours of ironing? Introducing Scottstyle - the brand new line of no-iron, wrinkle-resistant men's pants that will change the way you think about dressing!

Interest: Made from high-quality materials and expertly crafted to ensure the perfect fit, Scottstyle pants are designed to stay wrinkle-free all day long. With a range of colors and styles to choose from, you're sure to find the perfect pair to suit your unique sense of style. Plus, these pants are incredibly durable, ensuring that they'll look great and perform well for years to come.

Desire: Imagine having a wardrobe filled with pants that always look perfect, no matter how long you wear them. Imagine the convenience of never having to worry about ironing or dealing with creases again. With Scottstyle pants, this dream can become a reality. You'll look and feel your best, no matter what the day brings.

Action: Don't wait any longer to upgrade your wardrobe - try Scottstyle pants today! With their easy-care, no-iron design, you can spend less time worrying about your clothes and more time focusing on the things that matter most. Order now and experience the ultimate in style, comfort, and convenience. Your life - and your wardrobe - will thank you!

 

Taking It Up a Notch

We’re getting some useable stuff, but now we’re going to write a series of prompts that break the framework into its components:

We'll start with a headline for Attention.

Prompt: Write 5 attention grabbing headlines for Scottstyle, new brand of no-iron, wrinkle-resistant men's pants

Copy: Say Goodbye to Ironing Forever: Try Scottstyle No-Iron Pants Now!

Look Sharp All Day Long with Scottstyle's Wrinkle-Resistant Pants!

Ready for Anything: Scottstyle Pants Keep You Looking Your Best!

The Ultimate in Convenience and Style: Scottstyle's No-Iron Pants!

Upgrade Your Wardrobe with Scottstyle's Durable, Wrinkle-Resistant Pants!

Then Interest: 

Prompt: Write a 2 paragraph intro that holds the reader's interest about Scottstyle, new brand of no-iron, wrinkle-resistant men's pants

Copy: Let's be honest, no one enjoys ironing. It's time-consuming, tedious, and often frustrating, especially when you spend all that time perfecting your outfit only to have it ruined by pesky wrinkles and creases. But what if there was a way to avoid all that hassle? That's where Scottstyle comes in - the new brand of no-iron, wrinkle-resistant men's pants that will revolutionize the way you think about dressing.

These pants are made with high-quality materials and expertly crafted to ensure the perfect fit, and best of all, they stay wrinkle-free all day long. That means you can spend less time worrying about your clothes and more time focusing on the things that matter most. Whether you're heading to a business meeting, a night out with friends, or just running errands around town, Scottstyle pants will keep you looking sharp and put-together without any effort. So why not give them a try and experience the ultimate in style, comfort, and convenience?

Next, Desire 

Prompt: Write 2 paragraphs about Scottstyle, new brand of no-iron, wrinkle-resistant men's pants to make the reader want to buy a pair

Copy: Are you tired of dealing with the hassle of ironing your dress pants every time you want to look your best? Look no further than Scottstyle - the revolutionary new brand of no-iron, wrinkle-resistant men's pants that will change the way you approach getting dressed. With Scottstyle pants, you can say goodbye to wrinkles and creases and hello to effortless style and convenience.

These pants are crafted with the highest quality materials and expertly designed to provide the perfect fit for any occasion. Whether you're dressing up for a formal event or just want to look sharp for a night out, Scottstyle pants will keep you looking and feeling your best. Plus, with their wrinkle-resistant properties, you can save time and energy on ironing and instead focus on what matters most. Don't settle for anything less than the best when it comes to your wardrobe - try Scottstyle pants today and experience the ultimate in style, comfort, and convenience.

 

And finally, Action: 

Prompt: Write a call to action that will motivate the reader to purchase Scottstyle, new brand of no-iron, wrinkle-resistant men's pants to make the reader want to buy a pair

Copy: Ready to experience the ultimate in style and convenience? Don't wait any longer - head to our website now to browse our selection of Scottstyle no-iron, wrinkle-resistant men's pants. With a range of sizes, styles, and colors to choose from, you're sure to find the perfect pair to suit your needs and preferences. Plus, with our easy online ordering process and fast shipping, you can have your new pants delivered right to your doorstep in no time.

Invest in your wardrobe and simplify your life with Scottstyle - the pants that will keep you looking sharp and put-together without any hassle. Order now and see for yourself why so many men are raving about Scottstyle pants.

What’s Next?

The next step, if you want it or need it, is probing deeper individually into AIDA’s Attention, Interest and Desire, prompting about specific features, benefits, advantages, etc.

Dialing In

Once you've put together all the pieces you can do some AI tweaking on more focused areas with prompts such as:

Write me 6 versions of this sentence: [insert sentence]

Write this sentence more concisely: [insert sentence]

 

The Last Word

When you use a copywriting format, you never start with a blank page … the basic outline has already been written and is ready to be fleshed out.

And, AI can be a useful tool in that process. But don't lose sight of the fact that it’s a place to start, not stop. 

• At this stage ChatGPT can only mimic text written by a human. Although the text it generates can be impressive, it doesn’t understand what it is writing and much of what it produces is unusable. It can write like a human, but it can't think like a one.
  
  
• It also doesn't have the capability to be concerned about the tone of its writing or how specific audiences will perceive it. And, like all current neural networks, ChatGPT lacks the ability to explain/interpret why certain inputs result in specific outputs.
  
  
• Also keep in mind, that the majority of its training comes from the internet, which is rampant with bias and misinformation. So check to confirm the information it provides is factual.

Let AI be your assistant but use your skills in writing and persuasion to take it to the next level. The human level. The level that makes your copy stand out from the noise and drive the intended results.

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Before using AI, take a few minutes to understand how it is responding to your prompts:

What is ChatGPT Doing ... and Why Does It Work? 

His Name Was on the Sign

"The appointment is set for 9:30. He needs people to buy his cars. Tell him how commercials on our station will reach listeners. And that listeners need cars."

"But, I ..."

"Don't worry, kid. You'll do fine. Fake it 'til you make it."

It was my first day in sales. I was given a handful of sales brochures and sent to make a call on a Pontiac dealership.

I wasn't making enough money as a radio DJ, so I had taken a job on the station's advertising sales team. It was my first day and I was having second thoughts. "Fake it 'til you make it" didn't sound like a strategy for success.

I walked across the Bob George Pontiac showroom and asked to speak to the man my manager had made the appointment with. The sales manager. Ted.

"I'm sorry, but he had to step out."

"I have an appointment."

"Let me check."

I waited. Shifting my weight from foot to foot. Adjusting my tie. Thinking about the sales brochures I hadn't had time to read in my briefcase.

"I'm sorry. He had to pick up his son at school, but Mr. George can see you."

Mr. George?! That's the name of the dealer. The guy whose name is on the sign.

"OK," I said.

Said? More like squeaked.

I followed her past offices and a break room to a door that was more elegant than the other doors in the place.

She opened it and ushered me in.

Nice office. 

Really nice.

Occupied by an imposing older gentleman. 

He was probably in his early 40's, but, at the time, to me that was old. Established. Beyond my pay grade.

Looking at his suit, I became uncomfortably aware of my suit recently purchased from a thrift store. I felt like it had "Thrift Store Suit" embroidered on it. Electrified somehow. And flashing.

"Sit down," he said pointing to one of the chairs that was considerably smaller than the throne he easily filled on the other side of an imposingly large desk.

I sat. I wasn't sure what to do next. Running away didn't seem to be a prudent option, but it was the only suggestion my mind was pushing.

"Well?"

"Uh. I'm Scott Frothingham. From the radio station. I was supposed to meet your sales manager. Because he needs people to buy cars. And commercials on our station reach listeners. And listeners need cars," I blurted like a 6-year-old telling a mall Santa what he wants for Christmas.

"That's your pitch?"

"Uh..."

"Have you done this before?"

"No. It's my first day."

"And they sent you to call on me?"

"Uh. No. Your sales manager."

So, you're being hazed."

"Huh?"

"You've been set up. Your first day they send you to call on Ted. He beats the hell out of you and sends you back to the station with your tail between your legs. Old school assholes call this training.

"Uh."

"You seem like a nice kid. Let's fuck with these assholes."

He turned and pulled a binder out of his credenza. As he handed it to me he said, "Study this. Learn it inside and out. Don't tell your boss. Tell him that Ted wasn't here, but you have an appointment with Bob George on Monday at 11:00. He won't let you come alone, I'm too big a prospect. When you come back, pitch me like this teaches. Your boss'll shit his pants."

I looked at the binder. "How to Master the Art of Selling." Tom Hopkins.

On Monday, I returned with my manager, Randy.

Again, I followed the receptionist to the fancy door.

Mr. George scowled at Randy. "I don't know how this kid talked himself into this meeting, but I don't have a lot of time."

I presented.

Mr. George was engaged. Randy seemed a bit stunned.

When I was done, Mr. George signed a 3-month deal, insisting I write and produce his commercials as part of the agreement.

Randy seemed more stunned.

In the dealership parking lot, the receptionist chased us down and said I'd forgotten my pen. She handed me a pen that definitely wasn't mine. Along with a folded piece of paper.

"Nice," chuckled Randy as he checked out the receptionist walking back to the dealership. "Looks like somebody has a secret admirer."

That evening I fished the paper out of my pocket, thinking that I'd call the receptionist who had not so subtly slipped me her phone number.

There in scrawled script was written: "Nice job. Your asshole manager didn't know whether to shit or go blind. See you next Monday at 11. Got some Zig Ziglar training for you. Bring back Hopkins. Don't bring Randy. Bob"

How to be a Successful Copywriter

Wanna be a successful copywriter?

Write for legitimate products/services that are in demand and
that have the company support to distribute an attractive offer
to a properly targeted audience.

Of course there is more.

Such as learning and perfecting the craft of writing to persuade.

But my point is that excellent copywriting isn't enough.

It won't be successful in a vacuum.

If nobody wants the product/service ... 

... or there isn't an attractive offer to motivate a prospective buyer ...

... or the message isn't exposed to an audience that want/needs the product/service ...

... the best copy in the world isn't going to significantly move the sales numbers in the right direction.

Wanna be a successful copywriter?

Write for legitimate products/services that are in demand and
that have the company support to distribute an attractive offer
to a properly targeted audience.

AI: Creative Vending Machine

Grant Smith on Artificial Intelligence in advertising

It doesn’t matter a tinkers cuss, if I love the idea of AI creating advertising or hate it.

All our well considered and sage opinions are tragically unimportant because the real value of AI isn’t about expanding creative opportunities. It’s about the money.

Well, money and being at the forefront of a very enticing tech trend. Not that there is anything wrong with that, no one wants to seem like an advertising codger, metaphorically smelling of urine and menthol cigarettes, leaning on a walker, shouting at teenagers about how the music these days isn’t like how it was at Lollapalooza.

For better or for worse, advertising is married to tech. Not that new tech always brings that much to the table, and is most often used to annoy consumers in places they’ve never been annoyed before.

The unspoken truth about new technology is that most people don’t use it.

In most cases, innovation just isn’t all that personally relevant to most consumers. UNLESS it is used to enhance a customer’s experience. Remember Adam Berg’s wonderful 2009 film for Phillips Carousel, or CP+B’s super fun Subservient Chicken? All good stuff, that captured imaginations and interest from consumers using new techniques and new tech. Delighting audiences by creating more enjoyable and memorable ad experiences is the best use of new technology in advertising, and thats why we love it.

The problem is that AI isn’t going to go big because it offers consumers something that they’ve never seen before. The real reason AI will be adopted by almost every ad agency is because AI supports three dominant trends in our industry:

               Modest budgets
               Tiny timelines
               Smaller expressions

AI will be adopted because it isn’t a person. It doesn’t push back on crazy deadlines. It doesn't expect pay raises for doing amazing work. It doesn’t take PTO or ask about maternity leave. AI works overnight, on weekends and on every holiday. It doesn’t mind creating 287 rounds of a single banner; or a digital anthem film that is exactly like every other digital anthem film.

AI is the creative vending machine that so many people have wanted for so many years. Is it innovative? Procedurally. Is it focused on enhancing a consumer experience? No. Will it create lasting brands and unforgettable work? There's no evidence of this. Will it create cultural moments that live rent free in consumers’ minds for decades? You bet it will… JK, fuck no. Will it make money? Hell yeah baby, it will print it.

So, when we talk about AI, keep in mind the drivers of the conversation. Will AI create opportunities? A few. But it’s not really about more memorable and unique consumer experiences and it’s not about building culturally influential brands. It's about fulfilling an advertising work order as quickly and cheaply as possible.

_________________________

Grant Smith is a writer and creative lead whose career has included time with Yamamoto, McCann, and BBDO. His formal education includes Southwestern University, School of the Art Institute of Chicago, and Miami Ad School

You can see his work and read more about him at GrantSmithAdvertising.com and he is on LinkedIn.