Creating Better Content with ChatGPT and Sticky Language - Ashleigh Rennie

00:04 Hello, thank you so much for joining this little workshop slash tutorial more a tutorial I think than anything. My name is Ashley Harvey, I'm a conversion copywriter. I run a business called the Story Team, and I help businesses and business owners and working professionals write better, write better content, write better copy. And I've recently started learning as much as I can about AI and LLMS, particularly chat GPT. And so today's tutorial is about chat GPT i've been researching it, learning about it, doing all the deep dive stuff for the last 18 months. And I think I know quite a lot about it and I think I can share some things with you that will help you when you use the tool, to use it more intelligently, to use it with a greater sense of understanding of what it can and cannot do, and to use it in a way where you bring your own human brain to the artificial brain, which I think is really, really important when it comes to writing.

01:16 So I'm not in a ballast room, but I am in a theatre dressing room because I'm also a theatre performer and I'm currently in a show in Italy and I'm in one of the dressing rooms at the moment, which has a base and so that's why you see the, the dryer and the soap on the wall.

01:38 So let's get cracking. I you, you probably never heard of me before you don't know who I am so I think it's just a little bit important for me to sort of give you some context. I've been writing cocky since 2011 Being a performer you may or may not know is not enough to make the money you need to make, to have a good lifestyle, to pay rent, to do the things that I love to do like travel and drink good coffee and rescue dogs so I started the business a few years ago in London during COVID because I knew that I needed to be online and I knew that I needed to build something during that time that was going to help me make money.

02:22 And so that the business has grown and developed since then that I've been writing copy myself since 2011 I started writing for PR company and then I did freelance work i've worked for agencies and I've worked for business owners i've written tons and tons and tons of emails, sales pages, blogs, SEO. Yeah, it's one of my favorite things to do in the world and, and now with the advance of AI and chat GPT, I'm hoping I can help you write better for your business or, you know, the company you work for, whatever it is that you're doing, what you're writing.

02:59 So let's get cracking so I want to just breakdown how this is going to work. The first thing I'm going to do is talk to you a little bit about chat GPT, what to look out for, what to be wary of, its strengths and its weaknesses. The second thing that I'm going to do is I'm going to share with you some prompts. Now there is a document that you could have elected to download with this it's a freebie that comes along with this video. And so I hope you didn't let's take that because that's where the majority of the prompts are going to sit i'm going to give you a couple in this video, but then you'll find a lot of them written down in that document.

03:41 And then the third thing that I'm going to do is I'm going to teach you a couple of copywriting techniques that you can implement into your writing so once you've prompted chat GPT, once you've got the output from it and everything that it's created for you, you can then implement copywriting techniques to make that writing more specific, more detailed, more emotionally driven, more exciting for your audience to read. And just writing that stands out rights because I think what's happening at the moment is that people are using chat GPT, they're unsure of how to use it properly and in a really empowered way.

04:18 So they're just getting the output the chat GPT is giving them. And then they're not refining the output, they're not finessing it, They're not bringing, like I said, their human brain to it and making it more engaging, more fun, more impactful, whatever it might be. And so these copywriting techniques are things that copywriters do all the time. They're super easy to do, and I'm going to teach you how to do them yourself. So I want to 1st chat about chat GPT. Anyone can use chat GPT even you even me in the beginning, I was quite nervous i didn't want to use it i sort of rebelled against it quite a lot, but anyone can use it it's not a difficult thing to do.

05:03 What you have to be careful of, and what you have to remember is that chat GPT must never replace you or the writer in the writing process so if you are the writer, it must never replace you and if you're hiring a writer or you do hire writers to write for you in your business, you should never replace them just with chat GPT.

05:28 Chat GPT is a tool that you can use for outsourcing ideation and brainstorming, but what it should do is maybe create for you a first draft and then you need to take that first draft and you need to mold it and shape it and turn it into something better. So the people who are leveraging chat GPT the absolute best are not sourcing all of their writing to chat GPT. They are doing much smarter and more time saving things than that. Very, very often the hardest part of writing is just getting started. So coming up with ideas, figuring out what's going to resonate with your audience, figuring out what will work.

06:17 And so AI, and in this case Chachi PT or even Claude and starts writing for you so many people will use Chachi PT just to brainstorm and come up with content ideas and then they will take those ideas and do the writing themselves so they'll flesh out those ideas. There are other book business owners, people like Amy Porterfield, Jenna Kutcher, Tony Robbins and Rachel Rogers, who are smashing their content creation because they have entire teams creating their content for them so these are businesses that are, you know, worth millions and millions of dollars.

06:58 They've been doing this for a very long time and they have teams and those people in those teams are writing for them. They are ideating, they are testing, they are optimizing their filming and editing stuff. A lot of business owners like you and me do not have that luxury we're not famous, we don't have millions and millions of dollars, but what we do have is AI and so AI is an incredible writing partner if you know how to do it properly.

07:26 So let's talk a little bit about what AI is good at and what it's not good at so you might want to take some notes, write this down in a in a notebook or on a Google Doc or whatever it might be, and then keep referring back to it whenever you've used chat GPT. One of the really big things that it's not good at is nuance. So you have to be as nuanced and as detailed and as specific as possible when you prompt chat EPT and Claude or whatever LLM you happen to be using.

08:02 So generalizations are not enough, single prompts are not enough, and using it by itself to create your content is not enough. And This is why LLMS, particularly chat EPT, which is the one that we're focusing on today, they cannot do critical thinking. They cannot do creative thinking they cannot do emotion. They're very bad at it they can mimic emotion, but they can't actually write in a very emotional way. They're not good at context and nuance. They cannot handle ambiguity or any limited data. They're not good with original thoughts and ideas. They don't like long prompts they're not good at bats.

08:52 And what they what they will do is whatever sources of information, they're sorry, that was my chair, whatever. Now you know that this is live and I'm doing this in the moment. Whatever sources of information they are sweeping to create, the content that they're creating for you is is averaged out. So they're averaging, averaging out all the knowledge that they have at their disposal and that is why very often the content that they'll create for you is very generic.

09:25 So there are three very important things that you can do to help chat GPT give you better output. The first thing you have to do is you have to prompt it very specifically. You have to give it very small bite sized prompts in delineated steps. And that's how you'll get the most out of it. So there's a really like hot tip you can use right now. Chachi PT gets clunky after the conversation has been going for a while so the longer the conversation gets with chatty PT, the clunkier the language becomes and the information becomes that it's giving you all the content that it's writing for you kid, you know, it becomes very, very tonky.

10:14 So something that you can do right up front is you once you've prompted it, and we'll get to the prompt shortly, and I'll give you different ways that you can prompt it in those very specific delineated steps. But once you've been working with chat GPT for a while and you've got a chunk of text out of it, ask it to summarize everything that you've discussed so far, and then take that summary and put that into a new chat and keep going.

10:46 So ask it to summarize everything you've discussed, may tell it to be as detailed as possible, Tell it to include everything you've explored and discussed and decided, and then take that summary and plug it into a new chat and keep going with your prompting and your questions.

11:07 If however, you've been having quite a long chat with chat GPT and it hasn't given you what you've wanted, and then only kind of like towards the last third of the conversation it started yielding good results, tell it to summarize from that point only so don't ask it to summarize everything because then it's going to summarize the stuff that wasn't helpful. So ask it to summarize from the point where you started yielding good results. Take the summary, put it into a new chat and keep going and you can do that several times.

11:42 Like, I don't know, your chat with chat GPT might go on for hours and hours and hours. Keep asking it to summarize, tag it into a new chat and then keep going so that's one thing that you can do. The second thing that you should always be doing with chat GPT is while you are having a conversation with it, it's a really good idea to be taking notes separately so even if you're writing them down in a notebook or if you are, you know, if you have a split screen and you're taking notes in a Google doc or a Word doc or Evernote or wherever, Asana, wherever you, you happen to be taking these notes and keep making notes of what it's giving you.

12:24 Anything that pops out into you where you think, oh, wow, that's really clever or I love the way that's written, or I love the rhythm of that, or I love that there's like an image here the chat GPT is used to make a note of it. And then you can always go back to the notes. Remember what you discussed with chat GPT and prompt around those very specific details and that's when you start to get, you know, a more specific and and detailed output from chat GPT. You have to remember that no matter what chat GPT gives you, you have to edit, change it, shape it, modify it, move things around.

13:07 If if you ask it to write A blog, first of all, don't ask it to write in a time blog. Ask it to write the introduction so it prompts around the introduction. Then you can take that introduction and you can plug it into a new chat and say, based on this introduction, write me the second paragraph of this blog and this is what we need to discuss in the second paragraph and within whatever it's giving you, you, you need to be bringing your brain to it and going, does this work here can I move this here? How would this sound better that it's really important that you're bringing the human brain to the to the artificial brain.

13:45 So I think that brings us to like a really important point is that you always need to be asking smart questions of chat GPT. I think a lot of the time what's happening is people are relying on chat GPT to do everything. You have to know how to ask really good questions and that is a form of intelligence in itself. And then know that the more intelligent your questions are, the more intelligent the tool will be and, and the better your output will be from chat GPT. And so I think that the biggest shift that you have to make when it comes to using chat GPT is to ask an intelligent questions that's really, really important.

14:37 So what I want to do now is just look at the the prompts that I was chatting about because I said that there is a little document and I want to share that with you. So what I'm going to do is share my screen and that way you'll be able to have a look at these prompts. And.

14:58 I hope that that is working. And but if it's not, we will definitely get to yeah, I think that's working. I'll definitely get to these prompts. So this is a really great way to use questions and ask questions of chat GPT to build authority in your contents. The first sort of exercise is a set of prompts that you can use to gain lots and lots and lots of ideas. So where you see yellow, that is where you would input your specific niche or your specific industry or whatever it is that you do. So for example, I'm a copywriter so I'm going to use that in these yellow spaces and then you'll see how you can do that for yourself.

15:47 So I would start by, if I wanted to create a bunch of content for like 60 days, let's say, the first prompt I would ask of Chanchi BT is list out 10 interesting features of conversion copywriting. And then I would wait for it to spit out all of those 10 interesting features. And then I want to change tack a little bit so I've got the interesting features now I want to know who am I competing with because actually what I want my content to do is to, as it says, build authority i want it to stand out i don't want it to be like my competitors content.

16:28 So. 16:32 Right, so let's look at this.

16:37 Missed out a word here so I just want to add that in. So again, I'm going to use my own business. So Ashley Harvey, me is a conversion copywriter who helps coaches with copywriting and content creation. Here is their website then I would insert the URL of my website and then I would say, can you list three of their competitors? And then I would wait for chat GPT to list those 3 competitors and chat GPT will do a crawl of Google and find three other conversion copywriters who serve coaches and will give me the names of those copywriters. Then what I want to do is I want to ask chat GPT to add the 10 features from this question to a table and create a comparison of Ashley Harvey and the names of the three competitors that Chat Chi BT has given me based on those 10 features.

17:35 And what Chat Chi BT will do is it will very clearly create a table with your name and the names of three of your competitors, and it will list out the features and who who has those features in their business and who doesn't. All right.

17:55 And we'll talk about the table shortly because we do, I think we do talk about tables again and tables are there for a specific reason which we'll talk about the next question, what feature does and then I'll put my URL in have that the others do not have. And hopefully what will happen is chatty BT will pick out all the features that my business has that the other businesses don't have. If it can't do that, that means maybe that you need to go back to your business and think about ways that you can stand out more, more USPS that you can create in your business.

18:36 You know, different ways that you might deal with clients or offers you might have, whatever it might be to, to figure out how you stand out. But more often than not, what will happen is chatty PT Well, based on the way that it works, we'll find differences in your business's website that you maybe didn't even know existed, which is really interesting and very empowering when it comes to creating content for your business. Ok, right so we've got all of this amazing information. Then we say based on what you know from these websites, create a list of 10 questions that clients might have about how to write better conversion copy.

19:20 Or 10 questions clients might have about how to sell their offer using nurture sequences. Or 10 questions that people might have clients might have about how to repurpose content that they've already created, whatever it might be. So then it will create those questions and then you need to ask us what is a follow up question for each of those questions and it will give you a bunch of new questions.

19:55 So that's now 20 questions that you have that your clients are asking that you can write content around. Now you want it to create a new table, and you're going to ask it to rewrite ten of those questions to begin with why you're going to ask it to rewrite 10 of them to begin with who? And then you're going to ask it to Add all of this to a table with separate columns. Ok, then you need to say and it will do all of that as you ask it to then you need to say by updating the table above, add a new column that explains what you can expect to learn from each question.

20:34 And now add a column that explains how I could use each in a social post or piece of contents. So this is a beautiful example of how to ask really smart questions of chat GPT. So what we might do instead of this is we might go to Chachi ET and say, actually, Harvey is a conversion copywriter who works with coaches. Her services are virtual.

21:03 She has a really engaging, fun and out their way of of speaking. Write 30 posts about conversion copy and then it'll just spit out the most random garbage. However, if you ask it's to create content for you by using questions like this like what are people thinking what are they feeling What are they what what are they asking what are they what do they want to know about the thing that I do? How do I to ask, how do I get Chachin ET to create more questions how do I answer those questions how do I create content based on those questions? Suddenly you're sitting with, you know, weeks and weeks and weeks worth of content simply by imposing these prompts.

21:55 So that's the first exercise. And so this is the lesson as well about this is, which is what I was talking about, about the tables is.

22:08 When chat GPT gives you outputs, it's going to talk about, it's going to talk in a, in a very marketing kind of way, like it's going to it's, it's going to indulge in marketing speak and you don't want that you just want facts. And and so that's what happens with the tables is you get more factual information from chat GPT and less sort of marketing fluff. This is a second exercise which we won't go into now, but again, it's to create content that stands out from your competitors and again, there are questions.

22:41 Again, it would be finding your competitors and then finding their content online so getting chat GBT to find content that's that these competitors have created, creating tables with that's what you know, asking it what platforms they're using, asking it to show you patterns that emerge in the content and then figuring out how you can create content that is different. So, so that is that is the sort of final exercise that we'll look at.

23:18 So we've looked at prompting, we've looked at chat EPT generally now I just want to talk a little bit about copywriting ideas and tips that you can use these three main things that I recommend you using. So there is a thing in copy called the voice of customer data. And very often in copy specifically when you want to sell something, when you want to persuade someone to take an action like click a button, open an email buy something, whatever it might be, you want to use more voice of customer data.

23:54 And what that does is it shows your reader and your audience. Then you get them, you see them, you hear them, you understand what they're thinking and feeling, and you can help them. Nobody else but you. Very often as business owners, we want to create content and copy that is written in our voice. There is absolutely a place for that 100 % in news letters, in blogs, in value, you know value giving social media posts.

24:26 But if you want to write copy the converts, you need to write a lot more in your voice of customer. And there are very specific ways in which you can access this voice of customer. Chachi BT is not good at this. It's called sticky language. And the way that it works is you have to go and look at things that you're ideal clients, past clients, existing clients have said about the things that they're experiencing. And you have to mine that stuff that you find for sticky language. What is sticky language? Chan GPT thinks that sticky language is very marketing speak it is not. It is that and that is not what you want to use when you are writing copy because that's what makes your writing feel incredibly Ricky and salesy and horrible.

25:25 What you want to be doing is writing the words that your customers are using in a way that they're using those words. So for example, say I run a course or say, say I run this, this tutorial and the people who watch this, you get some value out of it. And I get in touch with you in a few weeks time after you've watched it and after you've implemented some of the strategies, some of the exercises and I say to you, hey, it's Ashley i'd love to know your feedback. What was going on in your life that made you want to watch this master class on chat GPT and sticky language.

26:10 And you send me back a testimonial. And in that testimonial you talk to me about issues that were going on in your business, problems that were happening in your life, how that made you feel. Maybe you use an image of some kind maybe there's some color association in that image. Maybe there's a great rhythm that you use. Maybe you swear, whatever. There will be language in that testimonial that you write that jumps off the page more than anything else that you've written. That is sticky language. It's the language that jumps off the page, that draws a picture, that uses color, emotion imagery, evokes laughter, evokes emotion. Anything that stimulates the senses that is all sticky language.

27:02 Any language that is repeated over and over again is sticky language so a lot of people will say they were terrified of Chachi PT, they were scared of Chachi PT and they didn't understand chachi PT that that is sticky language because it's a repetition of an idea. And So what you need to do is you need to go and find testimonials either of from your own clients or the clients of your competitors, and look for that sticky language.

27:36 Now, we're not saying steal the testimonial that's not what we're doing. All you do is you take that very specific sticky language and you write it down it doesn't have to be a full sentence it could be two words, the German attitude, or a phrase or a single sentence, whatever it might be. Put all of that sticky language into a file, into a document. And once you have the output the chat GPT has given you, say for a blog or a LinkedIn post or a sales email, read through that piece of content that chat GPT has given you and see where you can replace the language that chat GPT has written with the sticky language.

28:23 So if chat GPT, says for example, say I'm writing a LinkedIn post about sales emails and why why they're so important for businesses and chat GPT says something like sales emails at the cornerstone of your business's profit margin, whatever that is just like the most boring business speaky rubbish I've ever heard, right? I don't want that sentence in my contact piece of content. What I want is, for example, maybe I've written a sales email for someone in the past and their feedback has been booyah, this email licks the screen.

29:10 What I then might say is I would take that horrible sentence out of the piece of content that Chachi BT has written for me and I will put that sentence in and I would say we are really good sales emails that lick the screen are good for your business, something like that. And immediately people go, oh wow, that's a really interesting way of talking about sales emails and they go, oh wow, that's a really cool way of writing oh wow, I've never seen that described that way before and immediately they're hooked in because you sound different from everybody else who's using chat DDT. So we call it testimonial scraping you will go to testimonials either of your own or of other people on their websites and you will just grab the sticky language.

29:57 Review mining is a really great place for you to do that as well so any books maybe that have been written on the thing that you do, you would go on to maybe Amazon, find some books about this thing that you do so for example, I would go on to Amazon and find some books that have been written about copy and I would look at the reviews and I would see what are people saying in terms of the problem this book book sold for them or how are people talking about the solution that this book gave them? And what is the sticky language in those reviews and how can I mine that review for sticky language and use it in my business.

30:37 And the third thing that you can do is you can run surveys. So if you have an email, list which you should have you, can send out a survey to your list saying what was going on in your life that brought you to join my email list or what was going on in your life that made you interested in my services. And that praise what was going on in your life is really important because hopefully what it does is it gets the respondents to talk about their feelings and not just business and not just, you know, figures and stats.

31:21 Feeling is really important to a copy. We buy when we feel something. We buy when there is a lack of something. We buy when we feel like the thing that we're going to buy is going to make life better for us. So that is a really great question to ask. What was going on in your life that brought you to my website today to join my email list today to book a consultation, whatever it might be?

31:53 Another question you can ask is if you were to hire me, what are you hoping I could help you with 1st And that question just gets an idea of what the pain points are and and what people are struggling with.

32:09 And then another great question you can ask in an email or in a survey is if you already don't have someone solving this problem for you, what is the main obstacle stopping you from hiring that person? And what that will do is it will give you language that allows you to handle objections when they come up so people will say, I'm not hiring anyone because I can't afford it, because I don't have time, because I don't feel like my business is in the right place, because I don't feel ready, whatever it might be they'll have a reason why they haven't hired you or someone else around you.

32:49 And when you get those reasons, you start to be able to answer the objections before they're even raised and you can create a lot of content around that stuff as well. So that's it that's the that's the tutorial that is what I have for you today i am, I hope this was helpful. I, I love talking about this i think writing is really the most, the good writing is the most badass thing you can do for your business. And very few people know how to write well. And if you know how to write well and you know how to capture people and talk to them and not write at them, but write with them and to them, and I think of what they're thinking about and enjoying and experiencing, I think that's a writing.

33:38 Writing in a business is an incredibly powerful gift and tool that you can give yourself. I would love to connect with you so if you've watched this and you've enjoyed it, please find me on LinkedIn it's Ashley Harvey i am on LinkedIn i'm on LinkedIn all the time. You can DM me. I, I, you know, I, hopefully you'll receive my emails and I, I hope that you enjoy them. I, I would love it if you answered them and asked me questions and I would love to be able to help you, especially if you're starting out on your business journey i've been there.

34:11 It's hard, it's overwhelming. So many people are telling you so many different things don't listen to everyone. Listen to like one or two people that you know and trust and go with them and and yeah, just keep going with Devin, keep pushing, Be kind to yourself. And if you have any questions, please, please, please keep in touch and let me know. Have a beautiful day wherever you are in the world and look after yourself bye.