Persuasive content.
WHAT AI PRODUCES BY DEFAULT
Generic enthusiasm. Superlatives. Claims that could describe anything.
WHAT MAKES COPY WORK
Specificity A clear benefit stated plainly Evidence One clear action
HOW TO BRIEF IT
"Write copy for [product] aimed at [specific customer]. Their problem is [problem]. What distinguishes us is [specific difference]. Include [evidence]. Plain language, no superlatives. One clear action."
WHAT TO BAN
"Revolutionary", "cutting-edge", "world-class", "unlock", "empower", "seamless".
Listing banned words works.
WHAT YOU MUST SUPPLY
What actually distinguishes you. The model does not know and will invent something generic.
THE MOST COMMON FAILURE
Copy describing features rather than what the customer gets.
Ask explicitly: "Focus on what the customer gets, not what the product has."
VERIFY EVERY CLAIM
Marketing claims that cannot be substantiated are a legal risk in many jurisdictions.
Do not publish a claim the model generated unless you can support it.
