Write Like a Pro with ChatGPT: Top Hacks for Copywriting

We are looking at how to write like a pro with ChatGPT. So we're looking at copywriting. So for those of you that don't know who I am, my name is Emily Cross. I am the head of marketing at the Value Pricing Academy. So copywriting is where you write words within your marketing system. So copy refers to any wording within your business that is used for a marketing purpose. So copywriting is something that I do on a daily basis within our business and it's also something we teach in the academy as well. So it's any wording to do with marketing that could be website copy, you know, the wording you put on your website, the wording in your social media content, if you write blog posts, if you have marketing emails that go out to your customers, you know any of these kind of types of wording. This could be wording in your brochures, this could be wording that you use when you have a sales meeting with a prospect. Okay, Lots of different things that copywriting can kind of be. And what we're going to look at, first of all is a couple of points, a couple of kind of golden rules that you can follow to make sure that you are.

Generating copy that is effective and does the job of attracting your ideal client. So we don't want our copy to be vague and generic and basic and, and kind of a catch all. We don't want the copy to catch everybody that lands on our website. We want to be really clear on who our ideal client is and then create copy that specifically draws that person in and attracts them to the business. So that's what we're aiming to do with our copy. And there are seven different rules that I'm going to share with you that are just things that you can always have in the back of your mind that you should be applying to your copywriting to make sure that it does have that desired effect of bringing in the clients that are right for your business, not just anyone that lives and breathes. So rule number one, you need to get to know who your ideal client is so you can have an ideal client profile. This is something that we taught in other sessions before, but you need to have real crystal clarity on who it is that you serve and who it is you want to be drawn to your business. So if you're somebody who has chosen to have a niche and you like to work with the restaurant industry, you need to know what that client that you're trying to attract looks like that could be, you know, the revenue that they Bring in what size their business is in terms of turnover or employees, where they're located, do they have an online presence or is it a physical store?

What's their kind of general attitude? Do they want to grow the business or are they kind of looking to exit? Are they new to business? Are they startups or are they more established? Loads and loads of different criteria that you can have. And you can also have kind of more demographic stuff about whether it's more of a female audience or male, the ages that they fit into, the locations that you tend to bring in. If you're an online business, you know, do you work with the US or, or the UK or Canada or where you know whereabouts. All of these kind of criteria all come together to form this ideal client profile, which is the person that you are trying to attract with all of the copy that you write. So when you write copy, you don't want to be speaking to everybody, you want to be speaking to the, that one person and have that person in mind and then have that conversation with that one person. So you're not kind of just speaking to an audience. All of the copy that you write, you imagine that you're speaking one to one to that person because that's more personal, it's more relatable. You can, you can speak more to the problems that they have and the issues that they're tackling that you, that you know that they go through. And it just makes your copy much more effective, more relatable, and it's going to convert them to your business in a much better, more efficient way as well. So rule number one is get to know who your ideal client is, what their problems are, what their pain points and stuff as well. You know, what challenges that they have. That's going to really shape the type of copy that you create and the way that you speak to them. Rule number two then is to actually use the words that they use themselves. So whether that is technical jargon or industry speak, you know, if you're working with.

Digital nomads as an example, I often use. And you want to use the wording that they use within their industry. So maybe you're talking to people who live, live on the road or van lifers or something like this, maybe you're talking to people who have online digital businesses, they're digital entreprene owners. You know, you want to use the wording that they use within their industry and within their, their kind of realm. And then you also want to use the wording that you know that they use in reference to their problems. So the way that you would find this out is you would put yourself in those areas that they are in. So that might be, you join their communities, they have Facebook groups, they have online forums where they talk about things, talk about problems that they're having, you know, share stories that they're having. You want to put yourself in those areas or speak to the clients that you already have, see what things they're struggling with, see what things they talk about, what kind of are popular subjects. And then use the wording that they use and put that into your copy because that's something that they will be looking for. If they're going to Google and they're typing in something that they need to look for, what are the words that they're going to use? Because when you build that into your copy, you it actually improves that search engine optimization, SEO. If you can incorporate those words into what you're putting out there, it will make your material more findable because those are the words that they're using. Okay, so rule number two is to use their own language and use their words within the copy that you create. So rule number three is don't propose marriage on the first date. Okay? So if you went on the first date with somebody and you proposed to them there and then you would be crazy, okay? And you would probably be rejected, okay? You don't want to sell immediately to somebody who has only just come across your content, only just learn who you are, okay? You don't want to do that. It's too soon, it's too fast. So a lot of your marketing copy is going to be initial stuff before they've met you. So you're going to be warming them up. You're going to start with a cup of coffee, you're going to start with dinner. You're going to start by just introducing them to take a small action towards you. Whether that is follow you on social media or, or just click here to download our ebook that we have. You know, it's going to be a small action that you want them to take. Maybe it's to book a first meeting, a short 20 minute meeting with you. It's going to be that small action that you want them to take. That's what your a lot of your copy when it comes to that initial traffic stage of social media and emails, that's what you're going to be doing with those kind of forms of content. So rule number three, don't propose marriage on the first date. You want to start slow and you want to build a relationship with them over time, okay? So rule number four, you want to be authentic as well. We work in the relationship industry as accountants and bookkeepers, and a lot of the reason that somebody will choose to work with you is because they like you. They like who you are, are, or your team members. They like the interaction, okay? So be yourself. Be genuine. And if you're the kind of person who doesn't like to wear a suit to work and you like to wear heavy metal rock T shirts like, like one of our star students, Neil Kriddle, is very much like that. If that's who you are, then roll with that and somebody will like that. If you're the kind of person who likes to be a bit more professional, then you go with that, and that's your style. Then you roll with that in your. In your writing, and you put that in there. If you like to be a bit more friendly and a bit more jokey, then you can put that into your copy as well. Just be authentic. Be yourself. Be honest. Be genuine. Don't, you know, try and kind of talk grandiose things if that's not something that you can do. Just be really genuine and honest, okay? That comes across a lot better, and it's much more relatable. Even if you can say things that maybe are a little bit personal or a little bit. A little bit embarrassing or something like that. Sharing a personal story, a bit of a failure. I failed like this and now got to this point because I did these things. That's a really interesting thing to share, and it's much more relatable than just saying, we can do your work for you because we're amazing. Okay? You know, be a bit more authentic. So that always comes across really, really well. Rule number five is to talk more about them than you talk about yourself. So what we see a lot on people's websites and various other things as well is this is who we are. This is why we were established. This is what we can do for you. But it talks a lot about us, the business we were established in this year. We're a friendly firm of accountants. There's probably an about you page where you talk about your hobbies and your children, a dog, and at the end of the day, that person doesn't care. Okay? Yes, it's a relationship industry, and they want to know your personality, but they don't really care about how long the business has been established. They don't care that you were established in 1987 or whatever. It's not important to them. What is important to them is what you can do for them. What results can you get them? What is the benefit that they are going to get from your service? That's what the important thing is. So on your website copy, on your brochures, on your emails, you want to be talking about them and how they will benefit when they decide to work with you. We really want to focus talking more about them. Even in the section that you say, you know, the about us section on your website, even in that section, you can still talk about them. You can say, we like to work with clients like this because we know that we can get them the great results. We're really passionate about this industry and we know that we can get them these great results. That is about you. It's about the business, but it's still talking about the client, why you choose to work with the client, and how you can serve that client as well. Okay? So it's really important to talk about them more so than you talk about you.

So rule number six, you want to talk about benefits and then also deeper benefits. So rather than saying listing the services that you do in your business and say we can do your, your bank reconciliations and your transactions and whatever it is, I'm not accountable, bookkeeper. I can't list all the items. But rather than just listing those things that you do.

You want to talk less of a feature and more about the benefit. So we can reconcile your bank accounts is a feature. But the benefit is we can give you clarity over the numbers in your business so that you can make better business decisions. Decisions by cleaning up those books and records or by reconciling the bank accounts. So the benefit is we give you more clarity or you can have peace of mind. And then the deeper benefit is, what does that actually change for them in their life or in their business? So the benefit is you've got clarity, better clarity over your numbers. That might mean for them that they can reinvest, they can get a better, better cash flow. Might be a benefit, but the deeper benefit might be you're not so stressed anymore. You've got more freedom, more time. You know, when we take over the bookkeeping for you, you can stop trying to catch up on the bookkeeping on a Saturday and instead go and watch your, your kid play football. You know that you've been missing out on. You can stop working so hard. You won't be burnt out and overwhelmed and overworked and stressed. You can relax. That's what the deeper benefit is of Doing those services for somebody. So those are the things that we want to tie into. Okay? And kind of going along with that rule number seven is that we also want to tap into people's emotions as well. So if we can get them to think on in an emotional sense, people make buying decisions based on emotions and less so on logic. They then rationalize the purchase afterwards based on logic, but they make that buying decision based on emotion. So if you can really reiterate in the copy that you write how your service is going to relieve them of stress or give them more freedom to pursue their own hobbies or time with family, or freedom to reinvest in the business, it's going to give them more clarity of mind, you know, more peace, you know, whatever it is that that's to do with their emotions, then you can really draw into that and put that into your copy so that they have an emotional reaction to what you're talking about. And that will, you know, help them make a buying decision based on those emotions. Okay? So those are the seven golden rules. Get to know your ideal client prospect. Echo their words. Don't propose marriage on the first date. Be authentic, write more about them than you do by yourself. Talk about the benefits and deeper benefits, and then also tap into emotions. So those are seven kind of golden rules. I just want to give you a couple of essential tips now as well, when it comes to the actual physical copywriting, what your sentences and stuff want to look like. So, first of all, you want to have a very fast pace with your writing. And you do that by varying your sentence length and having a lot of space in what you write. So you don't want to have big chunks of text. You want to have them spaced out a lot more white space in on your website or in your email, whatever it might be. Makes it very much easier to consume something. It's easier to look at, it's easier to read. That's why we use things like bullet points and subheads. Okay? So keep a fast pace by having short sentence lengths and then longer ones. So you might have one sentence that is only three or four words that just has a powerful point that it makes, and it's an impact sentence. And then the next sentence might expand on that point a little bit more, and then you might vary those and have a bit of difference. But having that kind of different rhythm to what you're writing makes it a lot easier to consume and it's more interesting and engaging as well. So you can vary the sentence length and have a fast Pace, you can eliminate words that are unnecessary. Like that is a common word or so these kind of words that they don't really need to be in there. And eliminate filler sentences as well. If you've got a sentence in there that is just to pad out and make it kind of longer, you don't need that. It's much better to have quality content than it is to have really, really long content. So we can get rid of extra sentences that aren't making any kind of points or if there's no need for them, we can use devices like let me explain or let me tell you more or. But imagine this, something like that that leads you on to want to read the next section. You can have little devices like this that encourage people to. To read on. Okay. And then we also want to use visual aids like subheadings or headlines, sub headlines, bullet points, just to kind of make things stand out. If you've got a specifically important sentence in there, you can highlight that with bold or underline or italics. Just to make it stand out. You can put it in all capital letters. You want to be sparing with.

Which bits you highlight, because if you highlight everything, then nothing is highlighted. So you want to make sure that you're just highlighting keywords or key phrases or something that you want to stand out. But that also really helps to break the text up a little bit as well. If you've got a long sentence, but. But you've highlighted two or three keywords in there that are the key benefits. So for an example, we.

On one of our sales pages for the academy, for the Value Pricing Academy, you might see a line that says something like, you know, our members learn to value price, which makes. Gives them more confidence and more effective pricing. So in that sentence I might highlight confidence and effective because. Or effective pricing. Those are the benefits that they're getting. They're more confident and their pricing is more effective. So I would highlight those keywords in there. And then somebody reading that sentence, they can quickly skim and see what the benefit is. So another point to kind of remember in your head is that a lot of people will skim what you've written. They won't read things word for word. So if you can draw attention to the points that are really important or the draw attention to the call to action if you want them to take some sort of action, like click this button to download our resource or click here to book an appointment. You want to draw attention to those by using these techniques, by putting it as a bullet point or Highlighting it or bolding it or making it a larger text, you know, however you want to do that, putting it in a different color, various things you can do. And then this other point that I've kind of already mentioned as well is that when you're writing, always imagine that you're writing just to one person, have that ideal client profile in mind, and then always picture that you are speaking directly to them, because that's going to make your writing more personal, more relatable, potentially more conversational. Conversational writing is a lot easier to read than something that's really quite professional and stuffy. You know, if you're, if you're putting really long words and technical words and saying, we can offer these potential services and, you know, that's not a particularly stuffy sentence. I can't think of one off the top of my head. But you know, if the wording is very stock wording that's very formal, that can be quite difficult to digest, it's difficult to consume. Whereas if you're just having a conversation with somebody and the text might have rhetorical conversations in it, it might say something like, is this you. Have you ever thought this? You know, that could be a conversational kind of piece of text, but it's something that then makes them think it. You know, it draws that person in rather than just saying, here's what we can do for you and here are all the feature. It's. Is this something that you struggled with? Because we've got people who we've helped do this and it's just a little bit more conversational and that sort of one to one approach just gets much nicer copywriting. So those are kind of the rules and the tips. It's a very quick overview and we do go into a lot more detail on this in our trainings in the academy. That's a very quick overview. But I thought it would be a very good thing to first of all just give you this information about copywriting, because what that allows you to do is when you have a base understanding of what you want that copy to look like and what looks like good copy, then when you go into ChatGPT, which we're going to do in a second, when you go into ChatGPT, you know roughly what you want that writing to look like, you know what points you want it to do, and you can create better prompts to get you that result. And even if you didn't have a really great prompt, you can tweak and edit and play around with the prompts. That you use or the outcome that you get knowing this stuff. So having a base understanding of what you're trying to do and what you want it to produce is a great idea, even if, you know we're talking copywriting today. But if you wanted it to make a financial report, for example, knowing what you want it to create, first of all, what a good financial report would look like is really great because it helps you to nuance that prompt and get a prompt that will do that for you. Okay, So I thought that that is why. A good reason why we wanted to look into why these seven rules first and the essential tips first, so that you can then look at the copy that it creates and maybe tweak it and apply those things afterwards. So, but the great news is that even if you don't know how to do those prompts to that level, even if you don't have a great confidence about copywriting and you don't have the time to learn about great copywriting, we do give prompts that you can use as they are that incorporate a lot of these things in there. So we're going to have a look at some of those prompts and we'll show you how they work and why they work as well. So let's go ahead and jump into ChatGPT.

Which is here.

And by the way, if anybody has any questions and you want to put the questions in the chat box, then please do, and I will hopefully have some time at the end to answer those questions for you as well.

So.

First of all, what we're going to look at is an example of potentially not very good website copy so that we can see what that looks like and then see the difference when we create something better using ChatGPT and how we can improve that copy that we've created. So the prompt I've actually given it, I've specifically tried to make it create bad copy for me, which kind of highlights why it's so important to get the prompts right in the first place. So here's my prompt that I've given it. Write an example of boring website copy on an accounting website. This example should showcase that despite the accounting service being of high value, which it is, the lack of copywriting skill is not doing it justice to the service, and therefore they won't convert very well. Now, this is potentially something that could have happened. You know, accountants, you're amazing with numbers. That's where your strong suit is. But not all accountants have this affinity with words. Maybe the copyrighting, the marketing side of it doesn't come as naturally. So maybe you found a template online or you've copied somebody else's website and they're not good either. And so whilst your copy is, it looks okay, it's not doing your, your service any justice. It's not really communicating that value to the extent that it could be. And it's not doing that great job of effectively communicating one on one to that client that you want to bring in. So some examples of what, you know, the bad copy might include. This might include things like overuse of technical jargon, long, difficult to read paragraphs with no breaks, focusing on talking about the business rather than focusing on talking about the client, listing services rather than benefits, and generally having a poor layout without headers, bullets or subheads. So everything I've just told you, I've asked it to do the opposite in this prompt. So the copy that it's come up with, if we just read this sort of first paragraph, we can visually as well, if you, if you can see it right now, we've got large paragraphs, there's no headlines, there's nothing that breaks that up. It's difficult to read. And people who are skim reading will see these large paragraphs and they, they won't want to read it. So the first paragraph says, at our accounting firm, we offer a wide range of accounting and financial services that cater to various business needs. Our services include bookkeeping, tax preparation, financial planning, payroll processing and audit support. We have been in the business for over 25 years and our team of certified public accountants have extensive experience in handling all types of financial matters. Our firm utilizes the latest accounting software and adheres to all industry regulations to ensure accuracy and compliance. So if you're not versed in copywriting, that might come across as, yeah, it sounds decent, you know, it's telling us the services that we're doing. We've got bookkeeping and tax preparation, etc. We've been in the business that we've got great experience in our team and we're using the latest software and it kind of comes across like it's okay. But what you are doing there is you're listing the services, you're listing the things that you're doing. Our firm has, has experience. Our firm uses the latest accounting software and what they're not doing is taking that next step to say, how does that feature actually benefit you, the client? And it's talking a lot more about us, our accounting firm, rather than what the client is. What does that client look like that we're trying to help and how do we help them? So it's, it looks, if you're not well versed in copywriting, it looks okay. And somebody landing on that website would skim over it and think, yeah, okay, I'm not an optically, an optically interested. Okay. Because it's not drawing any, anything specific for them. We're not talking about any benefits, we're not targeting that specific ideal client. Okay. It's not particularly great copy. It's not visually, it's not easy to read, it's big chunks of text and so on and so forth. So it's not a great example. Now what I'm going to do just to demonstrate the power of ChatGPT in its own right, I've started off with an incredibly simple prompt and we're going to look at a much, much better prompt in a second. But just to show you that chatgpt on its own does have a great knowledge of copywriting. So even if you're not putting in the most amazing prompt in, it can create some great stuff. So the prompt I've put is incredibly simple. Write persuasive and engaging website copy for an accounting business that specializes in working with digital nomadic business owners and entrepreneurs. So I've given it some context, I've given it the, the, the type of business that we're working with, the, the nomadic digital entrepreneurs. I've asked it to write in the tone of persuasive and engaging. I haven't followed all of the structures of prompt engineering that we like to look into where I give it a Persona and, and, and all of these different response formats. I haven't given it loads of information here, I've just given it quite a simple prompt. But the copy that it's come out with is much better than what we've just seen. So first off, first of all, we have a headline and sub headlines, we have wording that is a little bit more tailored to the niche that we're now looking into because I've given it that niche. So we're talking about, in the fast paced world of digital nomadism, you need more than just an accountant. You need a partner who understands your lifestyle and the unique challenges of running a business on the move. So first of all, we are addressing that niche, we are addressing that ideal client and saying, you work in the digital nomad business and we know that you have unique challenges in that business. At Nomad Accountancy, we specialize in providing tailored financial solutions for digital nomadic business owners and entrepreneurs. Let us handle the numbers while you focus on living your adventure. So we've not gone massively into the benefit there, but it has put this nice line at the end that says, let us handle the numbers while you live your adventure. If, you know, if that's what a digital nomad wants to do, they want to spend their time traveling, then we're saying, you know, the benefit is that you're not going to spend as much time on doing all of this annoying stuff in the business that you don't like. We'll do that and you can go and do what makes you happy. Okay, so we are pointing that out. We've then got a couple of, you know, why choose our business? And then we're going to talk about expertise in digital nomadism. Our team is very well versed in the complexities of international taxation, remote business operations and multi currency transactions. We stay updated on global financial regulations to ensure you remain compliant no matter where you are. So we've listed the service. You know, we're well versed in the complexity as international tax, which is great. That's relevant to me and my business. And then we started to go into that, that level of the benefit is we stay updated so that you remain compliant. Okay. We're not tapping into any emotion yet really, but we're starting to get a bit better. Okay, I like this line here. Whether you're on a beach in Bali or a cafe in Barcelona, our digital tools and virtual consultations ensure you're always connected with us. And we're available around the clock to address your queries and provide support. So we've got the services listed here as well and we've got a little bit of a call to action at the end. We've got bullet points, we've got subheads, we've got things that make it look a bit nicer. So that's a slightly better example. Now that's from a very, very simple prompt and we can actually go a lot more complicated with our prompt so that we can get, you know, I kind of. The website that it created, there is a bit of luck. You know, I put in a prompt in. A bit of luck would have it that ChatGPT is fairly decent in its copywriting ability and it's churned out something that's a little bit better. It's a little bit of an improvement on what we had in that previous example. Now what I'm going to do is I'm going to give it a much more extensive prompt and see if it can improve that copy going forwards. So we're going to look at this prompt. It's quite a long one, so we're going to break it down and I'm going to show you why we've done what we've done here.

So you are an expert copywriter, skilled in writing engaging and effective content. Your task is to improve the attached copy by applying various techniques and copywriting best practices. So the first thing I've done is I've given it a Persona. I've given it a role to play. So you are an expert copywriter, skilled in writing engaging and effective content. This is what we're doing. First, you have a Persona. Next, I give it the task that I want it to do. So your task is to improve the copy that I give you by applying various techniques and copywriting best practices, which we're going to expand on later into the prompt.

Okay. So to complete your task, you must follow the action steps, obey the rules, and use the example to guide your response. So when we look into prompt engineering, we like to have this structure, and there's various things that you can add to your prompts that will give it more context, more information, and it will help to create a better outcome. So first of all is the Persona and the task that we've done. We also want to give it more context. We also want to give it information on how we want that to be laid out in terms of the format we want it to to know the audience that we're trying to reach, and various different things. So there's lots of different stuff you can add to your prompts to achieve a much more specific, better answer. So where you see that, it says here action steps in these square brackets, that's going to be expanded on in this step below, where we're now going to outline what those action steps are. So to complete your task, you must follow the action steps, which are now, which I'm now going to outline here. So that's what that means when you see it look like that. So step one.

You need to review the copy that we give you so that you can understand my business, first of all. And then step two, we need to rewrite that copy so that it is more engaging and effective using the example provided. So this is why it's really important to first of all do that that previous prompt and get something that is a better example. Now, the example that we use in here, we're going to look at in a second. But if you don't know, if you don't have a good example to use, we can Provide the prompt that has a great example already embedded in there, because we have that knowledge. Or you can go and look at somebody else's website and find a website that you like the look of that reads really well, and then use that as the example. So it's not going to take that word for word, it's going to use it to inspire what it creates. Brand new for you. So the rules that we have, I only want it to include phrases from the attached copy if you believe it is effective. So the attached copy should be used to provide context so that you better understand the business. Now it's important to do that because if the example that you put into this prompt is your own website copy, that isn't particularly very good. It wants to follow the example that you have given it. It wants to create something very similar to the example that you've given it. Okay, so if you're putting a bad example in there, it's going to create you bad copy. So what you can't do is put in here's my website copy. Can you create something better? Because it wants to use that as a starting point. I saw something that said when you're, when you're creating these prompts and you're going through a process, you're having a conversation. What ChatGPT is kind of doing is building a jigsaw puzzle. So if you put a piece in that is wrong or bad, it's then building on top of that and you've got a wrong piece in there. So if you put bad copy in there, that is the bad piece, that's the wrong piece. And then everything it tries to do on top of that, it's just putting pieces on and this piece is already in the wrong place, if that makes sense. That's kind of how I picture this. So first of all, we need to go back, take out that bad piece and put in the right piece and then we can continue to build on this. So the example that you use can't be your bad copy, it has to be better copy. So we can give you a great prompt or you can go and find great copy now that you have a little bit of base knowledge of what great copy looks like, which is why it's important to know that in the first instance, because it helps with these prompt building. So I don't want it to copy anything that I give it if it doesn't think that it's an effective sentence. So I'm giving it a little bit of information as well. I want it to use short Sentences and paragraphs to maintain a quick and engaging flow. The copy must speak to the ideal client. Now, again, the ideal client here is in. Is in brackets. Because I'm going to have a variable at the end where I can input what my ideal client is, so that can be changeable. Okay, so this could mean that if you're doing this prompt to help your clients improve their websites as part of a business advisory approach, then you can just use this prompt and put in their ideal client and help them with their website copy. That could be something that you do.

When mentioning features of the service. You must also explain the benefit to the ideal client and the problem it solves. Now, this benefit is surrounded by two sort of asterisks around the word benefit, which is just markdown speak, which is kind of how computers speak to show that that is bold, that is an emboldened word, which means that is important. If you put these asterisks around the specific point that you want to be important, it will recognize that and it will prioritize that. So we've emboldened the word benefit because it's really important. And I want to make sure that it understands that that is important.

So you must explain, you must also explain the benefit to the ideal client and the problem it solves. You must include features, benefits, and problems solved in one paragraph. For example. So we're giving it an example here. Our accountants are experts in the plumbing and heating industry, which means we understand your unique financial challenges. That means we can provide solutions that fit your business needs. We ensure you avoid generic advice that does not apply apply to your industry. So we've given it a bit of an example of how we want that paragraph structure to be. So now we have the example, which, if we go back up here, you know, to complete the task, you need to follow the action steps, obey the rules, and use the example to guide your response. So now we have the example. So the example is our website copy. Now we can see some hashtags in front of what we're writing here. And that again, is just this markdown speak that just shows how we want that to be laid out. So two hashtags here will show that that is a big headline, and three hashtags will show that it's a smaller headline. We have, you know, the emboldened part on these sections here as well. Again, but let's go through this. So this is the. That. That good version of the copy that I showed you. That good version of the website copy. We've put that in Here as an example. Now, we've just put one example in here, but what we do actually know is that the more examples you can give ChatGPT, the better the outcome will be. If you give it one example, it's going to try and replicate what you've given it. But if you give it three, four or five slightly different versions of good copy, it can pick and choose the best bits from different areas and create something that is kind of holistically a lot better. So if you give it one example, it's going to just replicate that pretty similar. But if you give it a couple of examples, it's got more information to draw off. It can kind of work out based on all of these different things, what would be the best example to combine all of those good parts, if that makes sense. So in this example, in this prompt, we've just got one example, but to improve it, you could include more examples in there as well. So we then have the variables at the end. So variable number one is, what kind of copy are we trying to get it to write? So this is, we've put here website homepage. Now this is also going to impact on, on your example, because your example is also variable. So the example copy that I have put in here is of a website homepage. Now, if I wanted to change this variable down here and say, actually I want you to write me an email, then the example that I use up here, I'm also going to want to change that into a good example of an email as well, because it's going to use that to. To. To draw on. If I have a website copy up here in my example, but then I say that I want it to write an email, it's going to make it look like the website copy and it might not be optimized for that email kind of layout. So you just want to make sure that both of those things get changed. And then you put in here as well your ideal client. So we've put in here as an example, owners of small plumbing and heating businesses in the uk.

So the website that it's created, the website copy the title, we have welcome to Heat Wave Accounting, your financial anchor in the plumbing and heating industry. So immediately we are calling out who the ideal client is, because we work in the plumbing and heating industry industry, we've then immediately, in the subhead, spoken to a bit of a benefit that they get. We're going to elevate your business to help it grow and we're going to simplify your finances. We elevate Your businesses, elevate your business, simplify your finances. So those are two great benefits that we're going to get immediately straight up on the top.

So in the dynamic world of plumbing and heating, you need more than just an accountant. You need a partner who understands your industry and the unique challenges you face. At Heatwave Accounting, we specialize in providing tailored financial solutions for small plumbing and heating businesses in the uk. Let us handle the numbers while you focus on growing your business. So you can see that it's, it's quite similar to that example that the sentence structure wise, it's, some of it is quite similar and it's just sort of replaced the name or the specific benefits. But we have got a much more consistent, you know, way of creating this now. So why choose Heatwave Accounting? We have specialized industry expertise. This means that we provide solutions that fit your business needs, avoiding generic advice that doesn't apply to you. We don't believe in one size fits all. We tailor our services to meet specific needs of your business, helping you. We've got some benefits here. Maximize income, minimize taxes, and plan for a financially secure future.

Whether your job site, in the office, whether, whether you're at a job site or in the office, our digital tools and virtual consultations ensure you're always connected with us. So that's kind of talking to a benefit as well. By saying, you know these people. We understand that you might not always be in the office, you might be on a, on a site doing work. So these virtual tools will be of a benefit to you because of that. Okay, so you can see how the copy is just a little bit nicer, a little bit better.

We have tax planning and compliance, optimize your tax liabilities and expert advice on UK tax laws and regulations. We ensure you stay compliant and avoid any penalties. Okay, so there's the benefit. Stay compliant and avoid any penalties. And there you have it. So we've got some nice website copy there from that prompt that we can then go and we can play around with our prompt. You can take this copy as it is and use that. Or using your knowledge, you can then go and edit that prompt and say, actually, I, I want it to have these elements in there. You can tweak it. You, you don't have to go back and edit that prompt. But generally speaking, using that, you know, idea of the jigsaw puzzle, if I then put a prompt in afterwards to say, can you include this thing? We're still building on the first piece. So if you don't like what it's made. The best thing to do is to go back to the original prompt and edit your prompt at this level and get it to generate something new with a new prompt, rather than to go out afterwards and say, actually, can you add this thing or can you change this thing? The best thing is to go back and edit that prompt because then you're not building onto a jigsaw piece. That is. That is all already wrong. Okay, so that's. That's an example of how you would improve your copy. And you can. This is for. We've showed the website example, but if you put a different example in there of great email and you change the variable at the end to say you want it to write an email. Or again, the same with I want you to create a great Facebook post and you can find. Great. Find a great Facebook post and put the examples in there. And then you can do that as well. So that's a great prompt that you can use. So then what I want to look at as well, I want to show you something that you can do is when it comes to copywriting, there are people that exist who are great copywriters, okay? So if you don't know how to write great copy, what you can do is you can draw on the expertise of other great copywriters.

So.

In. So what I've done here is I've, first of all, I've just asked copy. I've asked ChatGPT to give me a list of famous copywriters with unique writing styles so I can take the styles that they're using and put that throughout my copy as well, or learn from it, or, you know, just generally just use it. So we've got a list of great, great people here. We've got David Ogilvy, Gary Halbert, Eugene Schwartz, John Capel's couples, and they. And then a little bit of a description about their kind of writing style. So David Ogilvy here is known as the father of advertising. Ogilvy style was clear, concise, and focused on the benefits of the product. His work emphasized research and understanding the customer. There was one that was slightly different here. So Claude Hopkins is known for his scientific approach, approach to advertising, using testing and analysis to refine his copy. So that's a little bit different. We have. Joe Sugarman is engaging and educational, and he often writes stories into his copy and has a knack for making complex products understandable and desirable. So you can kind of read those and just see which ones you like best. And then what you can do is you can either Go back to that original prompt that we just made of the nice website and say, and add that into the prompt and say I want you to write it in the style of this copywriter. But just to show you as an example of how that might look with a really basic simple prompt, go back to that basic simple prompt. I want you to write a long form email in a persuasive and engaging style for an accounting business that specializes in working with digital nomadic businesses and entrepreneurs. So that's that same prompt prompt from earlier, only I've changed it from website to email. I've now added on to the end write it in the style of David ogilvy. So because ChatGPT is pre trained on trillions of pages of Internet that it's read in the past, it's read a lot of David Ogilvy's work so it can glean from that what his writing style is and then apply those techniques to the copy that it makes for your email. So we have now imagine a world where your accounting woes are a thing of the past. A world where your financials are managed with precision, efficiency and a deep understanding of your unique lifestyle. As a digital nomad, you've embraced the freedom of working from anywhere. But that freedom shouldn't come at the cost of financial chaos. We are accounting business name and we specialize in providing tailored accounting solutions for digital nomadic business businesses and entrepreneurs like you. So you can, you can see immediately that the style of that writing is very different than what it's already churned out for us in the previous prompt. In the word in the world of business, David Ogilvy once said, the consumer isn't a she's your wife. In other words, understanding and respecting the needs of your client is paramount. We have taken this to heart, dedicating ourselves to comprehending the intricacies of the digital nomad lifestyle so you don't have to worry about your accounts while you're conquering new horizons. Now that might be a bit much for you. That might be kind of, you know, what's he going on about here? This has got nothing to do with accounting. So you might take that particular line out but keep the kind of essence of it, the idea of it. So you know, we could cut that first section out and say we have dedicated ourselves to comprehending the intricacies of the digital nomad lifestyle lifestyle. So you don't have to worry about the accounts. So you can just take out that first bit about David Ogilvie so you can take how you these These things that he's done, take bits that you like, remove other bits and, you know, tweak it and change it, but you can see that it's written it in, in just a much different style. And if you like that style, then you can go with that every time. And if you don't like that style, then we can look at somebody else. So now let's do the same, but write it in the style of Joe Sugarman, which it said he likes to kind of weave stories into his. So his this example says, imagine a life where you can focus entirely on your passions, seamlessly exploring new horizons without worrying about the complexities of your finance. Imagine having the freedom to chase your entrepreneurial dreams with confidence, knowing that your financial health is in the hands of experts who understand your unique lifestyle. So what he's doing is he's getting you to paint a picture in your mind. He's not, he's not exactly telling a story, but what he's doing is saying, imagine this. Imagine a life where you can focus entirely. So you're then picturing what that life might look like in your head. You know, if I didn't have to do the financials in my business and I could go and sit on a, an island somewhere and sip a margarita and, you know, whatever it might be and just work from my laptop there and do bits and bobs of business. That's the image that you're now painting in your head. You're painting, painting the image of the life that you want your client. That's what your client's doing. Okay? So that's why it's really powerful. It says, I'm writing to you today from the premier from our accounting firm specializing in serving digital nomads and entrepreneurial spirits. Just like yours. As someone who lives life on their own terms, you deserve more than just a traditional accounting service. You deserve a partner who not only understands the intricacies of your business, but also shares your vision of a boundless, borderless work life balance. So this is really tying into that niche of the digital nomad who has a lot of freedom and a lot of travel and all that sort of stuff and focuses on work life balance. And it's really painting a great picture of that. So just by looking at these different examples, you can just get a lot more information about what good copywriting looks like and what you might put onto your website. So you might take bits of this one, you might take bit of the David Ogilvy. And this example, it's kind of creating a long form email rather than a website. But it does look very, very similar in terms of the layout of it and what it's saying. So that's really, really powerful. And then what you can then do from that is you can actually get it to learn that writing style. So if you have your own writing style already, then you can do that with this or, or you can find a writing style that you like and get it to analyze that and take a bit of information about what that writing style looks like. You know, what, what is the sentence structure, what kind of words is it using, any key phrases, any layout things and get it to analyze that so that you can then create a standardized writing system style that it's then going to follow every time you do that. You can add that writing style to your custom instructions so that every response that you make, it's going to do, it's going to write it in that style. So I've done another prompt here. I'm not going to go into massive detail about how that works, but what I'm asking you to do. You are an expert content strategist skilled in developing comprehensive writing styles. Your task is to create a detailed writing style guide. Guide by reviewing the provided content and summarizing the key elements. Okay, so I then I will give it the content to review. Its goal is to establish a consistent tone and style across all of my copy. I would then add the audience that I wanted to talk to. I've given it some instructions about identify what it means to identify in terms of the tone, the style, the key elements of the grammar, the formatting, all of that sort of good stuff. Stuff. I've given it some information about the response format and then I've given it an example of a writing style. So I've just embedded the one that we have for the company for Value Pricing, Academy and, and it's going to use that as its example of how to lay out what it gives me. Okay. And then I've given it the content that it needs to review. So I've given it the content of that website copy that we created and it's going to read that copy and create a style for me in the example that I asked it to do. So so we've now got a style that says the tone and voice is professional yet friendly. The content should convey expertise and trustworthiness, maintaining a warm and approachable tone. It should be supportive and empowering. The voice should be conversational. It should be confident and reassuring. The grammar, we can have Active Voice, which uses active Voice to create direct, engaging sentences. It's given me an example. So we offer a full suite of accounting services instead of a full suite of accounting services is offered by Buzz. So it's talking about the sentence structure there as well. Consistent tense, proper punctuation. And it's found examples in the text that it wants it to use as the examples in there. Short sentences and paragraphs, clear and direct language. We've got headers and subheaders and bullet points and all of these sorts of, of things in here as well. Okay, so you can take that writing style that it's. That it's made that writing guide and put that in your custom instructions, or add it to a long prompt, or add it to a GPT behind the scenes and get it to write in that same style every single time. So if you've got a piece of copy that you've finalized that you really like on your website or wherever it might be, and you really like that piece of copy, then you can take that, create a style from it, and then incorporate that into the copy that you create going forwards as well. So that's something that you can do. You know, you can, you can incorporate the copywriting styles of those famous copywriters. You could do the same with their content and get it to break that down and then write things in that way as well. So. Well, I think that's about all we have time for. I'm just gonna have a quick look and see if there's any, any questions. Just in the last few minutes.

So Brian asks, are these prompts in a workbook? So we don't have a workbook for today. It's a live stream. But what I'm going to do is put the prompt that I used into the description after the webinar, after the live stream is finished. So you will be able to access that prompt that I used that helped create that website copy. So you will get that, Brian.

But that's it. That's it for today. Hopefully that's been informative for you. You can see that using ChatGPT, once you have a base understanding of how copywriting works and what good copy looks like, you can then create prompts that do that and deliver that even if you don't have that base understanding. We create those prompts for you in the academy which have those examples already in there that will then then help it to create that really great example copy. And you can take what it turns out and tweak that and edit that however you like and make it something that you're happy with. Okay? So really powerful things that you can do with copywriting, and I hope that's been valuable for you. So thanks, everybody, for coming. I'm gonna play out with a little bit of music just to see you off, and I hope to see you on another session in the future soon. Bye, guys.