ChatGPT Can Create Great Ads, But Only If You Do This

Hi, this is Billion Dollar Sales Coach Ryan Dohrn here. And for my media customers out there, I'm asked regularly, how do I use ChatGPT to create spec ads or sample ads for a customer? So let's first start out with things that you, that you don't want to say. You would not say something like, make me an ad for a local plumber. Okay? And the reason is because you're not giving— it's kind of a garbage in, garbage out kind of scenario. So what I want to do is make sure I give it the information and give it a lot of direction as I would potentially— as I would potentially need it. Okay, so the way that most of these prompts work, you want to do something that's kind of along these lines. Now what I do is I'm on a Mac, so I turn on the dictation tool. On a PC, you would use Windows key H to turn that on. I want to give it a bunch of details, so I talk to it. Okay, now you can also click on just the microphone icon here. But I'm not going to use that so you can see what it is that I'm typing out. So here's be an example prompt: Create a local advertisement for Busby's Heating and Air, period. They are an HVAC company that's located in Augusta, Georgia, period. The target customer is a homeowner who is worried their AC will go out. During the summer heat, period. The main offer is a free AC system checkup, period. The problem that we're solving is a hot, uncomfortable house and a surprise repair bill, period. The tone of the ad should be bold. Let's let it catch up here. Okay, sometimes I gotta restart it. System checkup. The problem we are solving is a hot, uncomfortable house and surprise repair bills, period. The tone of the ad should be bold, funny, and local, period. The ad should be 3 inches wide by 6 inches tall, period. For the visual, use a sweaty homeowner sitting in front of a small fan looking frustrated, period. The headline should be attention-grabbing and short, period. The call to action is free AC checkup, period. Their phone number is 867-5309, period. And we want their website to be at the bottom as well, busbyheatingandair.com, period. Okay, so then what I want to do is I want to look here and I want to correct anything that's not right. The website at the bottom of the ad, the autumn, is Busby. So let's put that in, busbyheatingandair.com. Air.com. Okay, and then let's look back through here to make sure, um, the tone of the ad should be bold, funny, and says vocal— that should be local. And you can type this out as well. All right, so all that makes sense. So I need to make sure the name of the company is correct. Now what you also can do is you can go over— so let me go to Google and type in Busby Heating and Air. For imagery, what I can do is I can actually go to their website, and then it's buzzbees.com. You can't see it on the screen. I could also put, okay, if you need reference pic— see, pictures— use their website. You could do that as well. Okay, and so let's go ahead and we're going to let that let that run. So it's going to take several minutes. And what I've also learned as we're generating this is that if you like what it brought up, great, and then a designer can take it to the next level. If you don't like what ChatGPT comes up with, you have to be a little bit careful because if you try to change what it's already done, typically it's going to give you back— it's going to get wonky. So a lot of times what I'll do is I'll start over. Rather than try to revise what's there. And so you just have to do this on your own. Sometimes, like for example, let's just say we asked it for a homeowner that's uncomfortable. Let's just say that it comes up with a female or a child and we want it to be a male. Or let's just say that it chooses the wrong logo or something like that. Now you can actually take logos and add them. So right down here, if you wanted to, While this is generating, we could go to Busby's Heating and Air and we could potentially grab their logo right here. The problem is gonna be that's gonna be a low-res logo. So what I might do is I might Google Busby's Heating and Air logo, and then I'm gonna go up here to the top images, and I'm gonna see if there's one that might be a little more high resolution. Let's look at this one. So that's not bad at all. So what I could do is I could save this image as, and then what I could do on ChatGPT is I could have it, you know, add that in. So, okay. So this is kind of funny. The, the man there is pretty sweaty. But don't sweat it, Augusta. Where's your AC unit? Free AC checkup. Busby's Heating and Air. Hey, that, you know, that is— is it, you know, perfect? The answer is absolutely not. Is it a great thing to kind of get started. Sure. Now, this person looks really miserable and super sweaty, and it is kind of a funny ad. Okay? So what you could say to ChatGPT is, I really like this ad a lot, period. It's a little bit over the top, period. Please give me another version that's just a little more professional, and perhaps the person is not quite as sweaty and miserable as you've used in this particular ad, period. Try one more time, period. And there's nothing wrong with that. So you could just ask it to be a little bit more professional, and that is a-okay. Now, something to consider is we can perhaps take a prompt and we can just create a template from it. So what you have here is I have a template that I've created. Now you can ask ChatGPT for the template, you know, as well. So here is a template that you can use to be able to potentially kind of fill in the blanks on that template to really get you the ad that you want. And once you kind of figure out what the prompt is, you'll have just a lot better success, you know, with that. Now I shared before with you that when you try to go and recreate based on what they did before, it might work or it might just begin to make it look super wonky and weird. Now, a question that has come up before with folks is, hey, the images it's using and creating, can you use those? Is there copyright issues? I've never run into a problem with that using ChatGPT or one of these large language models. And typically, it's because it's creating the imagery itself already. It's creating it. So it's not usually taking it from the website. But if you want it to take it from the website, it definitely can. Okay? All right. So here's another example, a little more professional example, and it's still kind of funny, right? Stay cool, Augusta. And here is— that's where I live, Augusta, Georgia, by the way. Okay? And so it's got the fan running and this guy's kind of patting his head, which is— it's kind of funny. I think it's kind of funny. So there's another version that you could potentially use. So there's a few things in play. One is you do want to be pretty darn specific, okay? And you want to make sure that you'll begin to learn when you do these kind of prompts, you'll begin to learn kind of your feeling and your style, okay? Because you could say, I want it to be more aggressive. You could say, you can specify colors. You could say, hey, the colors you're using here are just a little bit too much. You could put in the prompt, hey, I'd prefer a female in the ad, if you wanted to do that. But it's got some really nice, big, clear call to actions and things like that. The more you use ChatGPT, the better it's going to work for you. Now, if you're using the free version, you're never gonna get as good of results as paying for the service. And this is something that ChatGPT does pretty good. And there's other large language models, Gemini, Copilot. I've just found that ChatGPT does this a little bit better for me. All right, I hope that is helpful to you because I use ChatGPT every day for things like this, and I want you to get really great at it As well. All right, take care. If I can be of help, reach out to me, ryan@ryandohrn.com. Take care.