We’ve now had over a year to become proficient with AI writing tools like ChatGPT.
Many of us now use these tools to help with brainstorming, research, outlines, and first drafts.
And there is no question that companies large and small are attracted by the price and productivity benefits of using AI to help produce more content at lower costs.
But…
Are you optimizing that copy and content for Emotional Intelligence?
Let’s break that question into 3 areas.
#1 – Be aware of the emotional persona of the company you’re writing for.
Some brands are deliberate about evoking emotions and feelings.
Disney is associated with happiness. Rolex and other luxury brands make you feel exceptional. Volvo cars make you feel safe. Coca-Cola and Levis evoke feelings of nostalgia. Apple makes you feel you’re different from the crowd.
That said, many other brands feel more or less neutral when it comes to communicating an emotional appeal.
This is a lost opportunity. And the absence of emotion can be exacerbated by the use of AI-assisted writing. After all, “robotic” writing doesn’t evoke emotions.
Talk about this with your clients, and work with them to identify a company or brand persona that’s emotionally engaging. Then create a next draft that is optimized for feelings and emotions.
#2 – Are you taking steps to actively listen to the emotions of your prospects and customers?
A key element of emotional intelligence is to listen to the emotions of your audience.
As a writer, this is something you can do for yourself. You can compile and review product reviews from Amazon, and service reviews from apps like Yelp. You can ask you clients for access to customer service transcripts and chatbot conversations.
Next, you can ask ChatGPT to conduct a sentiment analysis of all this information. It may sound a little counter-intuitive to have ChatGPT conduct a sentiment analysis, but it actually does it very well.
Once you’re done with the compilation and analysis, you’ll have a good sense of the emotions people feel around the product or service you’re writing about. You’ll also know the language they use when describing those emotions.
Addressing those emotions in your copy is a powerful way to engage with and ultimately convert your readers.
#3 – Optimize all your AI outputs to match the persona of the client company to the emotions of its prospects and customers.
It’s not enough to publish the unedited output of tools like ChatGPT.
First, you need to lead with emotion, before you even create prompts for ChatGPT. Be aware of the company’s emotional persona, and of the emotions your readers bring to the table.
Next, use ChatGPT to do what it does best… creating quality drafts at speed.
Finally, create a more “human” draft, ensuring the copy is emotionally engaging. You can do this by adding story, using sensory language, and by being naturally conversational in your writing style.
Take active steps to optimize your AI copy for a higher level of Emotional Intelligence.
With AI writing tools feeding the pipeline, it’s all too easy to just let them automate the writing process, and assume the output is “good enough”.
The trouble with that approach is that it ignores and sidelines the enormous power of emotion. Ask any veteran copywriter or marketer, and they’ll tell you that emotional engagement plays a huge part in converting prospects to customers.
This is why it’s essential that you optimize all AI output with a high level of Emotional Intelligence.
If you want in-depth instruction on how to do this, find out more out my course, Futureproof Copywriting.
