My advice to every aspiring copywriter has always been, “Step one is to listen to your audience”.
Put another way, “If you don’t know who you’re talking to, how can you know what to say?”
When you listen to your prospects and your customers, you get a feel for the emotions they bring to the table.
Identify their fears and desires, and you can speak to those emotions in your copy. Get a sense of the language they use, and you can mirror that language in your own writing.
The challenge has always been how best to collect and analyze the emotions and voices of your prospective buyers.
You can search for and read through dozens of customer reviews, but that’s a slow and arduous process. Or you can pay a company to conduct a formal sentiment analysis, but that’s expensive.
There is another way to do this… Ask ChatGPT to conduct a sentiment analysis.
This may sound a little counterintuitive. Surely sentiment analysis falls under the purview of Emotional Intelligence, not Artificial Intelligence.
Fair point, and ultimately yes, you’ll need to look at prospect emotions through the lens of EI.
But you absolutely can make a start with tools like ChatGPT.
Here’s an example, assuming I’m preparing to write copy or content about Keurig coffee makers.
First, my prompt:
Give me a sentiment analysis of Keurig brewer buyers, based on at least 50 customer reviews.
And here are the first two paragraphs of what ChatPGT came back with:
Based on a sentiment analysis of customer reviews for various Keurig brewers, the overall sentiment is predominantly positive. Customers generally appreciate the convenience, ease of use, and the variety of coffee options available with Keurig machines.
Keurig K45 Elite Single-Serve Brewer: Customers have highlighted the convenience and variety of beverages (like coffee, tea, and hot chocolate) that can be made with this brewer. They also appreciate the ease of use, which is particularly handy when trying different flavors without having to buy in large quantities. The ability to quickly brew beverages seems to be a significant factor in the positive reviews.
The analysis continued, reporting on a variety of different Keurig models, and also provided me with some customer testimonials.
Based on this, I can at least make a start on my copy… focusing on “convenience, ease of use, and the variety of coffee options available”.
Another line that caught my eye was, “when trying different flavors without having to buy in large quantities”. Interesting insight. I can see building an ad, email or sales page based on that idea.
I take the ChatGPT output as a starting point, and then layer in some emotional intelligence.
I now have a starting point. I can sit back, close my eyes, and imagine people in their own homes, using these brewers.
I can paint pictures in my mind, and begin to weave stories that include people really appreciating the easy of use… like a mom or dad being able to quickly make a single coffee, while preparing packed lunches for three noisy kids.
The point I’m trying to make is that even when you’re exploring the emotional motivations of your prospects, you can still make the task easier by using AI.
Get AI to do the heavy lifting… even for a “human” task like sentiment analysis. And then layer in the more nuanced emotions by calling on your expertise in Emotional Intelligence.
If you want to learn more about adding a high level of emotional intelligence to AI-assisted research and writing, be sure to find out about my course, Futureproof Copywriting.
