How To Write Effective Ad Copy With ChatGPT (Written By A Michelin Tire Adman)

Ahoy, Digital Writers!

Do you know how many ads you are exposed to in a day?

15 year old research says 5,000 (myth busters say, more like 93).

The reality is, it’s A LOT.

• They’re in your email inbox.

• They’re in your Instagram feed.

• They’re begging for attention even at the gas pump.

Anywhere there’s a digital or physical product—ads, ads, ads!

Newsflash: If You Want Attention, You’ve Got Competition.

The key to beating the competition?

Not better. Different. Which is a tall order for most beginners.

Ad writing is hard.

• Ads are information dense.

• Ads demands novelty, but not cleverness.

• Ads must infiltrate the reader’s subconscious.

Short, simple, and to the point—sounds easy, but it’s far from it.

So, to help, we’ve brought in an expert!

Introducing Write With AI Friend And Adman:

Shlomo!

Shlomo has written ads for multi-billion dollar companies like Burger King, Siemens, and Michelin. He’s the Head of Creative for Ground Up Ventures. And he writes a free newsletter The Creative Marketer, where he covers techniques and tools for writing creative copy—with and without AI.

Here’s Shlomo!

The 3-Step Ad Copy Method That Won Me Contracts With Billion Dollar Brands

Hey friends!

Today, I’m going to show you how to turn AI into your creative ad partner instead of your opponent in 3 steps. My goal is to help you crank up your ad writing game, grab attention, persuade prospects, and start closing more deals (with a little help from AI). The process I’m about to share is what helped me win contracts to write ads for 3 different billion dollar brands.

Here are the steps we’ll cover:

1. Identify The Gain

2. Name The Pain

3. Overcome The Objections

Let’s get to it!

Step 1: Identify The Gain

Let’s say I need to write an ad for Kindle. The first thing I want to do is show why having a Kindle is great.

1. List features

2. Features ⇢ benefits

A feature means nothing if you can’t demonstrate it in a relatable situation.

3. Write headlines

I like what GPT said about taking a lot of books on vacation, so I ask for some headlines. Most are boring, but one stands out:

4. Get creative

But that’s not enough. To make things interesting, I’ll use Dan Nelken’s “List & Twist” technique: Write a list of obvious things, and then add something surprising at the end to show the benefit.

I start with the obvious part: a packing list for a short vacation.

ChatGPT forgot "Harry Potter" 😱

Then I add the surprising part: a huge library.

5. Result

I combine the lists and use ChatGPT’s headline as my tagline. And remember the dictionary feature that ChatGPT mentioned earlier? Let’s throw that into the mix as well:

Hey, are you still here? This was the warm-up. Now begins the fun part 😉

Step 2: Name The Pain