1:14pm
Saint Paul
“Hmm. That’s pretty good,” the embarrassed webinar host said.
He was selling his copywriting course as a way to beat AI.
And to show off, he asked his partner to demo using ChatGPT to write an email.
They both expected it to produce stilted language and weak persuasion.
But ChatGPT exceeded their expectations.
Was it great? No.
Did it tell a story and connect in a human way? Nah.
But would a lazy marketer consider using it, as-is? Probably.
Now, I’m not a fan of ChatGPT.
I like to write, to weave in psychology and sales and hype and teasing and curiosity.
But these AI tools have their uses and they’re only going to improve.
My point today is that—as advertising great Claude Hopkins said 100 years ago in his classic, My Life in Advertising—nothing sells like a dramatic demonstration.
But if you’re going to have a dramatic demonstration… make darned sure the results come out in your favor.