Copywriting in ChatGPT: The Best Practices for E-commerce

By Thomas Bennett Financial expert at Priceva
Published on July 26, 2023
ChatGPT is an artificial intelligence model that has been trained on an immense amount of text data. It can generate a wide variety of content, from poetry and books to computer code, in response to the questions or tasks it is given. Let's explore whether it can be a valuable asset for e-commerce copywriting.

Introducing ChatGPT

Chat GPT, or Generative Pre-trained Transformer, has stormed into the digital world like a whirlwind, eliciting waves of both applause and criticism. Developed by OpenAI, it has become one of the most popular and effective algorithms for generating text content.
Today, we will delve into how this AI-powered tool can be harnessed to assist professionals crafting copy for online stores.

It's safe to say that using ChatGPT can enhance a marketer or copywriter's productivity and elevate their creative output. However, as with all potent tools, it should be utilized with caution.

Common Missteps to Avoid

The initial experience with ChatGPT can be quite enchanting, with many first-time users simply awestruck by its capabilities.

Before we delve into the beneficial features it offers, let's consider some potential pitfalls that are best to avoid.

1. Using ChatGPT for Content Creation Without Fact-checking.

OpenAI's developers themselves acknowledge that the tool sometimes generates content that is factually incorrect or even nonsensical.
In some cases, the errors will be obvious, like when a user queried information about themselves and received a message indicating they had passed away. It might also confuse the birth years of famous figures or attribute to them works or scientific papers they never wrote. However, more often than not, the errors are subtle and hard to detect, particularly if you're unable to verify the accuracy of the information generated.

Thus, it's recommended to fact-check any content created with ChatGPT, ensuring the information it provides is verified with other sources.

2. Failing to Check for Plagiarism

ChatGPT can produce information from real-world sources, including content protected by copyright.

While the AI will not directly copy and paste unedited chunks from sources, it can still generate content that mimics something closely enough to be considered plagiarism. Therefore, it's wise to run generated text through one of the many plagiarism checkers available online. Moreover, tools like ZeroGPT exist that can identify content created by artificial intelligence.

Hence, it's not advisable to wholly accept texts created by ChatGPT, but rather to use them for idea generation or as a draft for your content. In this usage scenario, you get a helpful assistant and the guarantee that the words on the page will be original.

3. Over-relying on ChatGPT

Sometimes, ChatGPT can create exceptional texts that require minimal editing, but often it outputs something bland and robotic.

If you lack experience in copywriting, there's a risk you might mistakenly accept subpar content generated by the program as an excellent piece. For this reason, and due to the aforementioned issues with the necessity of fact-checking and possible plagiarism, it's unwise to rely on GPT without supervision from copywriting experts.

To receive truly compelling texts, the involvement of a copywriting specialist is necessary, at least for now.

Good text always reflects ideas and conveys messages unique to your brand and target audience, something that ChatGPT cannot consistently deliver.

Effective Use of ChatGPT for Copywriting

Now that we've examined potential pitfalls, let's explore how this tool can be beneficial for your online store.

1. Brainstorming

ChatGPT can leverage its entire 45-terabyte dataset to generate a plethora of ideas on topics to be covered in your content.

If you instruct it with a task like "prepare 20 email newsletter ideas for a trendy clothing online store," it will return with a list of suggestions.

Many of the ideas it outputs may be cliché, some downright unsuitable. However, the essence of brainstorming is to throw around a multitude of diverse ideas that could potentially spark a truly worthwhile thought.

Thus, ChatGPT could very well propose a fresh concept or instigate a line of thinking that stimulates your own creativity and leads to an epiphany.

2. Assisting in the Copywriting Process

ChatGPT can help form an outline and set the structure for your text, thereby easing the writing process. And although you shouldn't use ChatGPT to craft the main body of your material, it can serve as a tool that indicates the right direction and what precisely to cover in your text.

If you, like many, grapple with "blank page syndrome" and are uncertain about where to begin, ChatGPT can propose several introduction options to help you start working on the text without excessive procrastination.

The frameworks it suggests may be quite typical, but they can nevertheless provide a basic development path for future content and thus save you time.

3. Crafting Alternative Text Phrases

If you stumble upon a sentence that you just can't seem to articulate well during the creation of your text, you can ask ChatGPT to rephrase it without changing the message.

In such cases, it may propose several variations of conveying your idea, one of which could pull you out of your creative rut.

Furthermore, you can ask ChatGPT to rewrite your text with a specific goal in mind. For instance, you could request that the text be more assertive, more friendly, or more humorous in tone.

However, as with all content generated by ChatGPT, results aren't guaranteed, and you must ensure that the main meaning of the text doesn't change during the revision process.

Recommendations for Formulating Queries

For more effective interaction with neural networks, it's recommended to use English, as they were trained in it and handle requests in this language better. If English is difficult, you can use translators, such as DeepL, which understand context better than other services.

However, avoid excessively long and detailed requests to prevent poor results due to the risk of overwhelming the neural network with details.

How should you formulate questions for text creation in ChatGPT?

1. State that the bot is an expert in the area for which the text will be written. For example: "You are a copywriter writing for an online store, creating SEO-optimized texts for product cards."

2. Set a precise task that needs to be achieved.

3. Describe the sequence of steps that need to be performed.

4. Set limitations for the answer. For example: "Send the written text in the form of a numbered list."

5. Set the text format. For example: "Exclude keyword X from the text but use phrases containing word Y."

6. Explain what the answer should look like. Provide specific hints for better context understanding. For instance, "when creating a product description, base it on this card's text as an example" and give a link to the desired variant with a suitable description.

7. Specify the response format.

When creating a request, ensure that the hints are clear and precise, and avoid lengthy sentences with numerous sub-items.

To better understand the task, provide the bot with context. Specify for which target audience the material will be created. For example, formulate it like this: "Write an article about what the 'buy now, pay later' system is. It's important that even grandmas and grandpas who aren't familiar with new technologies understand it." This tells the neural network that professional jargon and difficult terms should not be used.

Try to use simple language so the tool can better understand the context. Avoid jargon and slang, as the bot may not understand their meanings and misinterpret the request's intent.

Avoid general questions that can only be answered with "yes" or "no". Clarify details to get a more comprehensive answer. For example, instead of "how to write an article about trends in cosmetics," it's better to ask "how to write an article about cosmetic trends for 2023" or "come up with a plan for an article about cosmetic trends relevant in 2023".

If you find it difficult to create prompts for the neural network yourself, there are solutions. There are already special programs available that assist in creating requests for text bots.

The Hugging Face website has a large library of English-language prompts. The essence of these prompts is that they set the context, and the bot understands the task as accurately as possible.

Pay attention to the compilation from Mpost. This collection of prompts covers various topics, from marketing to cooking.

Promptsformarketing.comis a website of purely marketing prompts for ChatGPT. Everything is sorted by categories: from SEO and email newsletters to podcast work.

Writesonic is an extensive article with a selection of various prompts on different topics, including marketing, business, and content creation.

In AwesomeChatGPT, you can find useful queries about marketing, business, sports, health, and more. The resource is designed so that any user can supplement it with their prompts that have shown good results.

Summarizing all the recommendations, they can be boiled down to three key pieces of advice:

1. Write as precise and understandable a request as possible. Avoid abstractions, slang, and jargon.

2. Add details but do not overload the request with them, or else the neural network will get confused.

3. Use ready-made requests - prompts. This will save time and help get a correct response from the neural network.

Why It's Worth Using New Technologies

Using modern achievements of human thought is vital for success in a rapidly changing, highly competitive environment.

If earlier, software related to computational tools, which helped analyze and structure large amounts of numerical data, was developing at a rapid pace, now it's time to work with semantic structures.

The synergy of artificial intelligence and qualified people can help entrepreneurs reach a higher level of productivity, so it's worth it to learn as soon as possible all the capabilities that neural networks offer and to use them for the benefit of business.

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