ChatGPT can feel like a copywriting superpower.
But left to its own devices, it’s often flawed and directionless. It’s a superpower, for sure—but from the part of the movie before the wise master shows up to harness that power in the right direction.
ChatGPT is Luke without Yoda.
To unleash ChatGPT’s potential, you need to be like Yoda. Take your knowledge of human psychology, and guide ChatGPT with specific instructions to use persuasive copywriting formulas that will resonate with your audience.
Or, as Yoda might say:
If you’ve written with the help of ChatGPT, you’ve seen its power—and also its propensity to be wordy, redundant, and sometimes just flat-out wrong.
And it makes sense—large language models have knowledge of billions of lines of text. But they can’t do exactly what you want unless you tell them how.
In this article, I’ll show you how to guide ChatGPT into a more mature copywriting assistant.
We’ll walk through the basics of AI-assisted copywriting before exploring some specific copywriting formulas, as well as looking at how to design your own.
You’ll still need to review and tweak the output. But as you hone your process over time, your AI-generated copy will get closer and closer to the final product you need.
An Introduction to Prompting for ChatGPT Copywriting
Using prompts to guide ChatGPT is how you get the output you want.
Prompting encompasses any instructions you give to the AI in order to get your desired output. This might range from tone of voice to writing style to copywriting frameworks.
These prompt craft basics are essential to understand before going deeper:
1. Be Specific with Your Prompts
ChatGPT works best when you give it specific and clear prompts.
For example, instead of asking it to “Write an email promoting [product],” tell it to:
“Write a persuasive 300 word email promoting [product] following the PAS copywriting formula in a helpful, friendly style. Address pain points like [common audience pain point] and present [product as the solution]. End the email with a compelling call to action.”
Constraints like formulas, tone of voice, and word count help provide a “container” for ChatGPT to operate in.
2. Add Background Information
Large language models try to give you an answer even when they don’t have enough information to do so. Oftentimes, this is what results in ChatGPT’s repetitive, non-factual outputs. (Remember that ChatGPT only has access to information published prior to 2021.)
Solve this problem by giving it a good source of raw data to work with. This can be as simple as copying and pasting an existing product page, landing page, or product spec sheet.
Feed this information into ChatGPT before you enter your prompt.
3. Provide Examples
When you’re looking for a highly specific copywriting output, it sometimes makes sense to give ChatGPT an example.
There are a couple approaches here.
The more straightforward option is to copy and paste a piece of copywriting that you like into ChatGPT, and then ask it to create more like that. (”Using this as an example…”).
Reverse engineering is the other, more systematic way to go about this. Ask ChatGPT to analyze any piece of writing for tone, style, and format.
It’ll give you an output—for example, informational, thought-provoking, and analytical, with questions posed to the reader to encourage critical thinking. You can use this as a prompt to recreate this style in the future.
4. Provide Direction on Writing Style
ChatGPT prompts can include specific language or tone cues.
Some common style prompts are:
- “In the style of”: This prompt can be followed by the name of a specific writer or publication to mimic a particular style. For example, “In the style of the New Yorker magazine.”
- “As a”: This prompt can be followed by a persona or character to guide ChatGPT in adopting a specific tone and writing style. For example, “Write as a marketing expert,” or “Write as an astronomy enthusiast.”
- “Write in the tone of”: This prompt can be followed by a specific tone, such as “Write in the tone of excitement” or “Write in the tone of skepticism.”
These prompts can help provide direction and guide ChatGPT in adopting a specific writing style and tone, resulting in more targeted and relevant output.
5. Refine and Edit
ChatGPT’s output is a great starting point.
But because ChatGPT can’t know as much about your audience as you do, you’ll want to finesse its output to give your copy the best chance of resonating. Make sure it meets your standards for quality and tone.
Designing Persuasive Copywriting Prompts for ChatGPT
With the basics out of the way, let’s get tactical.
In this section, I’ll take you through some specific ChatGPT copywriting prompts you can use right now. I’ll also provide guidance on creating your own prompts.
As I mentioned in the previous section, you need to give ChatGPT background information to work with when you’re creating copy. For the purposes of this article, I’ve given ChatGPT some background information on a nonexistent product.
Introducing: Guitar Pronto, a hypothetical AI-powered guitar learning app.
To keep things concise, in each prompt below I’ll simply include the [Insert product details here] placeholder to show that I’ve already fed this information into ChatGPT.
Getting More From Your Headlines
ChatGPT can easily generate a list of compelling headlines for you.
But these headlines often follow similar formulas.
Mix it up by asking ChatGPT to create a set of headline options using proven headline formulas. (You can learn more about each of the below headline formulas here).
Here’s a sample prompt:
[Insert your product or service details here]
Write 20 persuasive headline options using the following copywriting formulas:
- You’re sick of [undesired results]. But you [desire results]. So it’s time you met [Specific Product]
- [Perform or create] like [expert or admirable example]
- Are you still wasting money on [something] – Without Anything to show for it
- [Well-respected person] teaches you how to [do something in their profession]
- [Company name] is a [service provider] that [outstanding results for users] without [undesirable conditions]
- Create/Build [valuable asset] That You Can Be Proud Of
- Get the [powerful adjective] Power of [Type of product/service] Without [negative effect]
- Get Rid of [Issue] Once and For All
- [Accomplish Something Difficult] in [Specific Amount of Time]
- 2 out of 3 [Specific Group of People] Can’t/Don’t [do something]. Are you one of them?
- [Product Name] is a [product category] that [different thing it does best]
- They All [Did Unpleasant Thing] When [Unexpected Thing], But Then [Ideal Result of –Using Unexpected Thing]!
- Who Else Wants [Most Desirable Outcome or Benefit]?
- The Only [SEO Keyword Phrase] Made Exclusively to [Most Desirable Outcome or Benefit]
- The Only [product category] that Doesn’t [objection or anxiety].
- Now You Can [Do Something Desirable] [Counter to Expectations]
- Now You Can [Do Something Desirable] [Great Circumstance]
- We Promise You This: [Highly Desirable Result] Or [Consequence]
- Here’s the [Best Adjective] Way to [Solve a Problem]
- [Eliminate pain in an unexpected way]
Here’s what that prompt gives us.
Each of the 20 headlines below corresponds to a headline formula in the list above.
Designing Copywriting Formulas that Persuade
Copywriting is the art of persuasion via the written word.
There are dozens of persuasive copywriting formulas, each with its own style and utility. ChatGPT already understands many of the most popular formulas based on their acronyms alone—like PAS and AIDA.
But to get the best output possible, you’ll want to go beyond basic prompts and give ChatGPT more context.
Below are ChatGPT prompts for five popular copywriting formulas. You can see how each copywriting prompt deals with our “Guitar Pronto” example in a unique way.
Please note: I’m giving you starting points for prompts to use. You should give more context and direction in your prompts. Imagine you’re giving a junior writer a brief on what you want them to write. Include details that a human would need to do a good job.
AIDA (Attention, Information, Desire, Action)
The AIDA formula is a logical way to make readers aware of your product, generate interest and desire, and get them to take action.
Here’s how it’s structured:
- Attention: What statement would gain my reader’s attention?
- Information: What information would generate interest in my product?
- Desire: How can I frame my product to make it essential to my reader’s life?
- Action: How can I nudge the reader to take action?
AIDA ChatGPT Copywriting Prompt
[Insert product details here]
You are a master persuader. Write a persuasive copy of 300 words that follows the AIDA formula to sell the above product. The goal is to grab the reader’s attention, create interest, build desire, and ultimately drive action to purchase the product. Start with an attention-grabbing headline, describe the benefits and features of the product, and end with a strong call-to-action.
Here’s how ChatGPT uses AIDA to pitch Guitar Pronto:
PAS (Problem, Agitate, Solution)
Copywriters use the PAS framework to sympathize with the reader’s problem, highlight the pain points they’re currently facing, and offer a solution.
- Problem: What problem does my reader face?
- Agitate: What are the most troubling consequences of this problem for my reader?
- Solution: Why is my product the solution?
PAS ChatGPT Copywriting Prompt
[Insert product details here]
You are a master persuader. Write a persuasive copy of 300 words that follows the PAS (Problem, Agitate, Solve) formula to sell the above product. Start by identifying a common problem people face, agitate the problem by highlighting its negative impact, and then introduce this product as the solution to the problem. End with a strong call-to-action to encourage people to purchase the product.
Here’s how ChatGPT uses the PAS prompt to pitch Guitar Pronto:
BAB (Before, After, Bridge)
BAB (Before, After, Bridge) paints a vision for readers of what their life might look like if they took action—and then brings them back to reality to show them how your product makes this transformation possible.
- Before: Your reader’s current situation, including pain points.
- After: You help your reader imagine what life would be like if the problems in their current situation were solved.
- Bridge: The bridge creates the path from your reader’s current situation to their future situation—using your product.
BAB ChatGPT Copywriting Prompt
[Insert product details here]
You are a master persuader. Write a persuasive copy of 300 words that follows the BAB formula to sell the above product. Our goal is to help our reader imagine a better situation by using our product. First, let’s describe the reader’s current situation with a focus on a problem or a pain point that our product solves. Next, we’ll paint a picture of what life could be like after using our product. Use phrases like “Imagine if” or “What if you could just” to help the reader envision this better future. Finally, we’ll create a bridge that connects the reader’s current situation to the solution we’ve just described. This will be the step-by-step process that shows the reader how to get from point A to point B using our product.
Here’s how ChatGPT uses the BAB prompt to pitch Guitar Pronto:
Seven-Step Copywriting Formula
The Seven-Step copywriting formula helps you write sales pages.
The seven steps are:
- Make a promise.
- Elaborate on the product’s benefit.
- Be explicit, giving specific details on how your product helps.
- Provide social proof, reviews, feedback and testimonials.
- Hit major pain points and show what readers lose due to inaction.
- Create anticipation by revisiting the benefits.
- Provoke the reader toward immediate action.
The Seven-Step Copywriting Formula ChatGPT Prompt
[Insert product details here]
You are a master persuader. Using the Seven-Step Copywriting Formula, craft a persuasive copy of 300 words that sells the above product. Start by making a promise based on the primary advantage of the product, then elaborate on the benefit immediately to keep the reader hooked. Be explicit in your language, detailing exactly what the reader will get. Address the reader’s pain points and explain what they will lose out on if they don’t take action. Back up your claims with social proof, reviews, feedback, and testimonials. Create anticipation by restating your competitive benefits, and end by provoking the reader to take immediate action. The goal is to create a compelling, persuasive copy that converts readers into customers.
Here’s how ChatGPT uses this prompt to pitch Guitar Pronto:
Star Story Solution
With the Star Story Solution, you create a fictional character your audience can relate to, describing their challenges, pain points, aspirations, and outcomes.
Here’s what it looks like:
- Introduction: Present the star of your story.
- Narration: Talk about your character’s challenges, pain points, and goals.
- Solution: Share how your product solved your character’s pain points—and describe the aftermath.
Star Story Solution ChatGPT Prompt
[Insert product details here]
You are a master persuader. Using the Star Story Solution Copywriting Formula, craft a persuasive copy of 300 words that sells the above product. Start by introducing a fictitious character or real-life example the reader can relate to. Make up a name and add realistic details. Then, narrate the story of this fictitious character in the past tense, including challenges, pain points and the aspirations and outcomes desired by the character. Finally, present your product as the solution to the character’s problem.
Here’s how ChatGPT uses this prompt to pitch Guitar Pronto:
Crafting your own ChatGPT copywriting prompts
By using copywriting formulas, you can focus ChatGPT’s power into the exact persuasive argument that will resonate with your audience.
But sometimes a boilerplate copywriting formula isn’t quite right.
Fortunately, you can make your own—and they can be surprisingly simple.
For example:
Write a XXX word article that provides valuable and relevant information to AVATAR and persuade them to take ACTION on PRODUCT / SERVICE DESCRIPTION.
With the above prompt, you’re giving ChatGPT creative leeway, but you’re also providing background information on your product and putting key constraints into place.
You can tweak this however needed. Just make sure ChatGPT understands what you’re trying to sell, who you’re selling to, the length of output needed, and what tone and style it should pursue.
Here are some similar examples to experiment with.
ChatGPT Copywriting Prompt Examples:
- Write a XXX word article that educates AVATAR on a specific TOPIC and persuade them to take ACTION on PRODUCT / SERVICE DESCRIPTION.
- Write a XXX word article that speaks directly to the needs and pain points of AVATAR and persuade them to take ACTION with a sense of urgency and strong offer.”
- Write a XXX word article that showcases the value and benefits of PRODUCT / SERVICE DESCRIPTION to AVATAR and convince them to take ACTION with social proof and credibility-building elements.
- Write a XXX word article that tells the story about PRODUCT / SERVICE DESCRIPTION and how it has helped AVATAR achieve their GOALS / OUTCOMES in a relatable and engaging way.
- Write a XXX word article that tells the story about PRODUCT / SERVICE DESCRIPTION and how it has helped AVATAR achieve their GOALS / OUTCOMES in a relatable and engaging way.
- Write a XXX word article that draws in AVATAR with a strong headline and hook, and then convince them to take ACTION with persuasive language and compelling evidence.
- Write a XXX word article that addresses the pain points and needs of AVATAR and show them how PRODUCT / SERVICE DESCRIPTION is the solution they’ve been searching for.
- Write a XXX word article that clearly explains the features and benefits of PRODUCT / SERVICE DESCRIPTION to AVATAR and persuade them to make a purchase with a strong call-to-action.
- Write a XXX word article that overcomes objections and concerns AVATAR may have about PRODUCT / SERVICE DESCRIPTION and convince them to take ACTION.
- Write a XXX word article that showcases the unique features and benefits of PRODUCT / SERVICE DESCRIPTION to AVATAR and persuade them to make a purchase.
- Write a XXX word article that makes AVATAR feel EMOTION DESCRIPTION about PRODUCT / SERVICE DESCRIPTION and persuade them to take ACTION with a sense of urgency.
- Write a XXX word article that establishes trust and credibility with AVATAR by highlighting the successes and testimonials of previous customers who have used PRODUCT / SERVICE DESCRIPTION.
- Write a XXX word article that convinces AVATAR to purchase PRODUCT / SERVICE DESCRIPTION by highlighting its unique benefits and addressing any potential objections.
- Write a XXX word article that speaks directly to AVATAR and persuade them to take ACTION on PRODUCT / SERVICE DESCRIPTION.
- Write a XXX word article using the Rule of One framework that focuses on one main TOPIC IDEA, one main TOPIC MESSAGE, or one main ACTION in order to make the content more effective and memorable.
- Write a XXX word article using the Inverted Pyramid framework that starts with the most important TOPIC DESCRIPTION and then moves on to less important TOPIC DETAILS, so that readers can quickly get the main points.
Unlocking the Full Power of ChatGPT and Copywriting
ChatGPT is an incredible learning tool for new copywriters and a powerful sidekick for experienced copywriters.
But you still need to get the basics right.
Remember—garbage in, garbage out.
For the best results, be specific in your prompts and provide background information on your topic. By including examples and providing guidance on writing style and tone, you can help ChatGPT understand the output you’re looking for. Remember to refine and edit the output to make sure it will resonate with your audience.
Once you’ve got the basics down, it’s time to experiment with copywriting formulas like PAS and AIDA—or create your own formula—and unlock the full potential of ChatGPT as a copywriting aid.
ChatGPT and similar AI copywriting tools are only getting more powerful, and the strategies to get the most out of them are constantly changing.
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