Robyn Anderson shows how to train ChatGPT to write like your brand instead of generic marketing copy. Feed the AI three things: who your customer is and what frustrates them, what you actually believe, and real samples of your writing. Better inputs make better outputs.
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Hey friend, have you been creating content with AI and you're just feeling like it's not quite getting you? Or, ugh, I hope this hasn't happened, but have you been accused of creating AI slop? Well, your AI marketing content does not have to sound like AI. So I'm going to help you with this today. And first, I just want to say ChatGPT, Gemini, Claude, they're actually not the problem. The problem is you haven't trained it yet. So in this video, I'm going to show you how I take AI from knowing basically nothing about me to knowing everything about my business, customer point of view, and it'll dramatically change the outputs that you have. So let's get into it. Most people will go to Gemini, ChatGPT, or Claude and type something in like this: write me an Instagram post promoting my business. Make it warm, conversational, authentic, and engaging. Well, they'll usually get something back like this. It's pretty generic, not very impressive. There's em dashes. It has no idea. It's even saying your business with placeholders. So I gave it a generic prompt. Of course, it's going to give me a pretty generic answer. So before I let AI create anything for me, you have to give it these 3 things. Number 1, who are we talking to? Number 2, what do you actually believe? And number 3, what do you actually sound like? You. So that's it. The customer, point of view, and voice. If those 3 things are generic, you're going to get generic responses, as you just saw. So let's talk about the customer. When I teach AI about my customer, I'm not just giving it demographics. I'm not just going to go in and say, I work with men and women ages 35 to 55 in the United States that own a business. Why? Because it's actually not enough. I want AI to know who my ideal client profile is and what's in their head. What are they frustrated by? What are they worried about? What have they already tried? What do they want their business and their life to feel like? So for my product, ClubJam, which is my AI community, I might say, My customer is a non-technical small business owner. They know AI matters, but they feel really behind. They don't want another list of 100 AI tools, and they actually want practical ways to use AI to make more money, save more time, and market their business. And they want to do that without spending hundreds of hours learning a new technology. Now that is useful context to build your customer profile. So see, I'm teaching it psychology, not just demographics. All right, so let's talk about the point of view. This is the part most people skip. Your AI also needs to know what you believe. For example, these are some of the things I believe. I believe AI should remove work, not create more. I believe most small business owners do not need more AI tools. In fact, they need less. I believe AI content does sound horrible and generic when businesses have not learned how to train it. I believe you should not have to become an AI expert to benefit from AI. So all of that really matters because now AI knows what I believe and it has no choice to give me content back that fits what I just gave it. Because if you're not giving it what you believe, it's going to take the average opinion from the internet. And you don't want that because then it'll sound like everybody else. All right, now let's talk about brand voice. If your brand voice prompt has said something like this— don't be embarrassed, I know you've done it— warm, authentic, conversational, confident, a little funny— congratulations, you know what adjectives are. But AI does not need adjectives to learn your voice. It needs actual evidence. So I want you to take 5 things minimum that you have written— actually you— and that actually sound like you, and then paste them in as examples. And with those examples, put in this prompt: tell me my sentence patterns, pacing, vocabulary, humor, opinions, phrases I repeat, things I avoid, and what makes this writing recognizably mine. And you're not done yet. This last part really matters. You have to say, I want you to study this before you start creating. Don't write any content until you're 95% sure that whatever you create will sound exactly like me. Okay, so let me go to another system that I've actually trained on all of this. It's the same exact prompt, and you guys, the large language model doesn't matter. ChatGPT, Gemini, Claude, they all need to be trained. So you can see here, it knows everything. It knows the customer. It knows what I believe. It knows how I sound. And this result is dramatically better. The difference was not some magical one-line prompt. The difference was context. So when people tell me AI creates slop, I have to push back on that. AI can absolutely create slop, and it does all the time. But most of the time, it's because you haven't given it anything interesting to work with. If you want, I already built this process into what I call my AI marketing machine. It helps AI understand your business, your customer, your voice, and your marketing before it creates anything. There's a link to ClubJam below. It is my community on the Skool platform. I'll give you 7 days for free to give it a try. But even if you don't, I want you to do this today. Customer, point of view, then voice. Train those 3 things before you ask AI to create anything else, and you'll see your marketing and your content will get immediately better. All right, friend, go give it a try. I'll see you in the next one.
