AI and writing in marketing

- [Martin] You know those times when you're racing against a deadline and you've got to come up with some copy, fast, but the blank screen is staring you down and you wonder how you're ever going to get it done? Well, this could be a job for generative AI. Just enter your prompt and presto, your superhero copy is ready in a flash. Well, not quite. Before you enter your prompt, you'll need to know what you want and that starts with your objective and your content type. Are you creating ad copy, blog post, Instagram captions, ideas for a headline? Whose perspective are you writing it from? Which platforms are you using to promote it? And what tone do you want to convey? Once you get your first output, review it closely and make sure it's accurate. Are you certain everything's grounded in truth and not simply made up? That's where your expert fact checking skills come in. Then, review it for intent. Does a copy inspire your customers to take action or is it a bit generic and dull, or worse, offensive or overly biased? If it doesn't meet your standards, you'll need to adjust or refine your prompt. Let's see how a brand can put AI writing into action. Audrey Topsy is a founder of artisanal bakery, Topsy Turvy. Their visuals are amazing, but they don't have the resources they need to write all the content they want to produce. Audrey, would you and your team ever think of using generative AI to help you with creative captions for photos and videos on Instagram? - [Audrey] You know, we haven't, but I'd be open to trying it. How would I get started? - [Martin] First, think of a prompt to describe a photo you're about to share and remember, be specific and mention it's for Instagram. - [Audrey] Okay. Describe the rivalry between a lemon vanilla cupcake and iced sugar cookies in a lighthearted and funny way for posts that could be used on Instagram and that targets women between 18 and 34. - [Martin] Great. Let's input that. Now you wait a second. So what do you think? - [Audrey] That's pretty good. Now, I'm worried I'm going to be spending even more time on Instagram than I already do. - [Martin] There are many AI writing generators you can use and we've listed some helpful tools in the exercise files. Just be sure to test them out before you make your final selection and ask the vendor about safety and how they protect your proprietary data so your competitors can't find out your trade secrets. Don't think of AI as a copywriting replacement. It's more like an always on assistant, one that has some good ideas, but also spews out a lot of junk. It's your job to find those diamonds in the rough and then use your talents to edit and polish them till your copy shines.