Buyers, creatives, and content specialists sing love songs to ChatGPT. Today, artificial intelligence saves time, helps to find fresh ideas and test advertising hypotheses, but it is important to know how to set tasks for it to make this love 100% justified. In this guide, you will learn how to write effective prompts to get useful insights and cool results.
What ChatGPT can do for creatives and offers
Artificial intelligence is able to quickly analyze advertising creatives, generate new ideas, and create convincing offers for your target audience. For example, if your old creatives have stopped working, a clear promo to ChatGPT can help you look at the product in a new way and find another “key” to the audience.
Mini-case study: Imagine that your CTR for banners advertising a detox tea has dropped. You enter: “Evaluate this banner and tell me why it doesn’t work for women aged 25-35 who are leading a healthy lifestyle.” The answer is that the banner is visually cold, the text is emotionless, and the offer is unclear. You add an emotional photo, adjust the text – CTR grows and everyone is happy.
Step-by-step guide: How to write effective promos
Step 1: Formulate a clear task
- Specify what exactly you want to get: analysis, a new idea, or a headline.
Bad Prompt: “Rate the banner”.
Good promo: “Analyze this advertising banner for an audience of men aged 25-35. Its purpose was …, see if it is fit for purpose and suggest improvements.”
Step 2: Analyze existing creatives
- Use specific queries with the target audience.
- Example: “Analyze a promotional video about eco-friendly products, where the audience is young people in Switzerland aged 20-35. What should be changed or added to make the message more convincing?”
Step 3: Generate new ideas
- Use open-ended questions to maximize the number of options.
- For example: “Propose 6 original concepts for advertising a mobile app with workouts for busy people. You need several concepts for each audience: entrepreneurs, office workers, mothers on maternity leave. These should be radically different concepts, but with a strong message of mentioning the mobile app.”
Ready examples of promos for different tasks
Evaluate this banner for [audience] about [product] in terms of design, emotional impact, and clarity of the offer. What can be improved?
Create 3 variants of a short offer for [product], targeting [audience]. Focus on [benefit, emotion, USP].
Suggest 5 variants of headlines for advertising [product/service] that touch on [emotion/interest]. When creating them, imagine yourself in the audience’s shoes so that they sound close to them.”
How to segment your audience with ChatGPT
- Provide any input you have about the product and project. Ask ChatGPT to identify potential audience segments with a clear description of their interests and motivations for buying this product. Also, ask them to describe the pains and triggers of this audience for buying and how you can successfully “close them.”
- An example of a prompt: “Identify the main audience segments for your energy bar. Describe their interests, age, and purchase motives. Also, research their reasons for not buying this product and what might stop them, from psychological aspects to imperfections.”
How to generate headline variations for offers
The headline is the first thing your audience sees, so it should be catchy, relevant, and accurate. With ChatGPT, you can generate dozens of options in seconds, but it’s important that they are relevant to your request.
Underline the benefits of the product in the request, which must be disclosed accurately. Try to describe your opinion in as much detail as possible, but do not forget about the logical sequence.
Example: “Write a convincing explanation of why subscribing to a healthy meal delivery service is a great and beneficial solution, emphasizing the time savings, convenience, and health benefits.”
To get really useful headlines:
- Specify what exactly you are advertising (product, service, offer)
- Describe the target audience you are targeting
- Indicate the desired emotion or reaction (for example: interest, provoke a click, inspire trust)
- Define the format (number of options, desired size)
- Specify other details that should be present: color, graphics, character, etc.
Examples of clear prompts:
- “Write 5 headlines to advertise a web design course that will interest creative young people without experience. The headline should attract attention and respond to the “pains” of this audience.”
- “Create 7 headlines for a Facebook ad for vitamins for women 40+, focus on improving the quality of skin, hair, nails and increasing energy”
- “Give 3 options for short and provocative headlines for the landing page of an online productivity training”
After generation, ask:
- What emotion does each of the headlines evoke?
- Which subgroup of the audience is it best suited for?
- How can it be adapted to other channels (PPC, email, story)?
This approach helps not just to get the text, but to choose headlines that will really work in the launch.
Life hacks
Beyond basic instructions, ChatGPT unlocks even more potential when used in the format of role-based prompts. This means that you assign a specific role to the model – a marketer, UX designer, targeting specialist, SMM specialist, copywriter, etc. This forces the model to think and respond in the context of the experience of this role, which significantly increases the quality and depth of answers.
Examples of role prompts:
- “You are a copywriter working with the beauty industry. Write 5 variants of description for an offer for an anti-wrinkle serum for women 35+”
- “Imagine you work in a digital agency. What three reasons would you give your client to test a new ad format with UGC content?”
Context modeling also works effectively:
- “Imagine you are preparing an Instagram ad campaign for a cold audience to open an adult store. Write headlines that arouse curiosity but don’t look too clickbait.”
- “You are a senior designer who creates creative for medical products. Which colors and tones would you avoid and which ones would you recommend?”
This approach not only improves the quality of the result, but also helps you think more broadly, from a different angle. This way, you can create creatives based on logic, experience, and style.
What to look for in the results of ChatGPT
If you see general phrases like “improve the design” – ask how exactly: colors, layout, emotion?
Did you get 5 headlines? Ask them to explain what audience each of them is aimed at.
Always clarify. AI works better with second iterations.”
Checklist before launching a creative with ChatGPT
Before launching a creative or offer created or refined with ChatGPT, make sure you consider the following:
- A clearly defined task
ChatGPT does not read minds. If you want to receive analysis, ideas or texts, you should specify this directly. - Specified target audience
Age, interests, behavior, or pain of the user. Without this, the answers will be blurred. - The request has a specific purpose
For example: “Create an offer,” “Analyze creative,” “Suggest headlines.” - The result is refined after the first answer
Almost always, the first answer needs to be clarified: ask for a rephrasing, more options, or narrower focus. - Evaluated the result in terms of emotionality, clarity and relevance to the audience
This is especially important for creatives working in paid traffic. - Manual adaptation was performed
ChatGPT is a tool, not a replacement for your experience. The final result should be subject to human expertise. - Several options have been prepared
One offer or headline won’t work. Stock up on options for the test. - Used analytics to test
After the launch, it is worth checking ChatGPT forecasts with real results.
Conclusion
ChatGPT is definitely our “bro” in the development of creatives and offers. Its clear prompts, audience segmentation, refinements, and second iterations will allow you to constantly get useful ideas that you won’t be ashamed to work with in the future. It can’t work instead of you, but it can definitely help you with many tasks. So we hope you get along well with it, including thanks to this guide.
