Now I Understand Why Copywriters Are Concerned...

Learn From The Masters

Whether you are creating copy with ChatGPT or creating “art” with Midjourney knowing the masters of these crafts will help improve your results.

Can AI Create Art?

Before I get into copywriting, I just wanted to share my thoughts on a conversation I saw on a Facebook group for Balck and White Photography. The OP was sharing an image he created by compositing (combining) a photo he took with a camera of a lighthouse and then used Midjourney to add massive waves crashing into the lighthouse for a very dramatic scene. 95% of the comments felt that it was not his creation and he should not be able to claim it as his own.

I personally believe that since the primary subject, the lighthouse was taken by him with a camera, the majority of that creation involved human creativity. The copyright office recently started defining the requirements for copyright availability for AI-assisted art and I think this would qualify. A recent article on USCO’s view.

Copywriting Masters

OK, so now the best part of today’s newsletter in my mind, improving copywriting using ChatGPT.

Late last night, I got the idea to compile a list of 20 of the top copywriters from the last 50 years.

My Prompt:
Describe several copywriting styles from famous copywriters of the last 50 years

Google Doc of the list for your reference

This morning with a fresh mind I thought how can I go deeper?

How about identifying the common tone, style, and structure for each of the copywriters? This worked best under GPT-4.

Prompt #2

Describe John Carlton’s copywriting tone, style and structure to help write better copy using chat gpt

I have seen John through the years speaking at different conferences I have gone to. Very unique style and powerful copy.

Output

John Carlton is a renowned copywriter known for his persuasive and direct approach to copywriting. Here is a summary of his tone, style, and structure, which you can use as guidance for writing better copy using ChatGPT:

1. Tone:

   • Conversational: John Carlton's tone is informal and conversational as if he's talking directly to the reader. He uses everyday language, contractions, and colloquial expressions to establish rapport and make the reader feel understood.

   • Emotional: He taps into the reader's emotions, desires, and fears to create a connection and make the copy more impactful.

   • Urgent: Carlton creates a sense of urgency in his copy by emphasizing the importance and scarcity of the product or service. This encourages readers to take action quickly.

2. Style:

   • Clarity: Carlton values clarity over cleverness. He uses simple, clear language to communicate the benefits of the product or service, making it easy for the reader to understand.

   • Storytelling: He often incorporates stories into his copy to make it more engaging and relatable. These stories usually have a hero, a conflict, and a resolution, and serve as powerful illustrations of the product's benefits.

   • Bold and provocative: Carlton's copy is often bold and provocative, grabbing the reader's attention and challenging their beliefs or assumptions.

3. Structure:

   • Attention-grabbing headline: Carlton starts with a powerful headline that grabs the reader's attention and piques their curiosity.

   • Opening hook: He follows the headline with an opening hook that connects with the reader's emotions or problems and keeps them engaged.

   • Benefits and features: Carlton focuses on presenting the product's benefits first, and then supports them with features. He uses bullet points to make these sections easy to read and understand.

   • Testimonials and social proof: To build credibility, he includes testimonials and social proof, such as case studies, customer reviews, or endorsements from experts.

   • Offer and call-to-action (CTA): Carlton presents a clear and compelling offer, followed by a strong CTA that urges the reader to take action immediately. He often uses time-sensitive incentives or limited availability to create a sense of urgency.

   • Postscript (P.S.): Finally, he typically adds a P.S. that highlights a key benefit, reinforces the urgency, or adds an additional incentive to take action.

By emulating John Carlton's tone, style, and structure, you can improve your copywriting skills using ChatGPT and create persuasive, engaging copy that drives action.

Breaking all that down into another prompt to create a specific email…

Prompt #3

Write a persuasive long-form email in the style of John Carlton promoting an indoor golf simulator membership in Denver, Colorado. Email should be conversational with a tone that is informal and conversational, as if talking directly to the reader.

Use everyday language, contractions, and colloquial expressions to establish rapport and make the reader feel understood.

Tap into the reader's emotions, desires, and fears to create a connection and make the copy more impactful.

Create a sense of urgency in the copy by emphasizing the importance and scarcity of the product or service. This encourages readers to take action quickly. Only 50 memberships are available at this location.

Use simple, clear language to communicate the benefits of the product or service, making it easy for the reader to understand.

Use a story in the copy to make it more engaging and relatable. The story should have a hero, a conflict, and a resolution, and serve as powerful illustrations of the membership's benefits.

The copy should be bold and provocative, grabbing the reader's attention and challenging their beliefs or assumptions.

Copy Structure:
Start with a powerful headline that grabs the reader's attention and piques their curiosity.

Follow the headline with an opening hook that connects with the reader's emotions or problems and keeps them engaged.

Focus on presenting the membership's benefits first, and then support them with features.

Use bullet points to make these sections easy to read and understand. Each course bay uses the Trackman Golf Simulator and members have access to the facility 24/7.

To build credibility, he includes testimonials and social proof, such as case studies, customer reviews, or endorsements from experts.

Present a clear and compelling offer, followed by a strong CTA that urges the reader to take action immediately.

He often uses time-sensitive incentives or limited availability to create a sense of urgency.

Add a P.S. that highlights a key benefit, reinforces the urgency, or adds an additional incentive to take action.

The Results:

I thought of being sly and saying I’ll give you the results in tomorrow’s newsletter, but I couldn’t do that. I have added them into another Google Doc you can view and copy here.

As a first draft, I think the results are pretty remarkable. I think there is definitely going to be a place for excellent copywriters and I think their prices will actually go up in the new market as it’s going to become a lost art. I think Justin Brooke has a different opinion based on some of his posts. I can definitely see why many feel threatened. More and more I think are no longer saying AI can replace me.

What are your thoughts? Hit reply and let me know…

Until tomorrow,
Kevin Davis
760-835-8347