ChatGPT Creates Readable Copy. But Is it Effective Marketing?
Last week I asked ChatGPT to write marketing copy for my product: Del Monte canned green beans. The result wasn't bad writing, but there are many reasons why it wasn't effective marketing. One of those reasons is lack of differentiation.
ChatGPT Aggregates. Effective Marketing Differentiates.
The Del Monte-specific example was okay - until I compared it with ChatGPT copy written about generic green beans. The graphic below compares, "write marketing copy for canned green beans" on the left, and the Del Monte copy on the right:
You can see that 80% of the Del Monte copy is either exactly the same as the generic, or only different because the Del Monte name is used. The second paragraphs are nearly exact.
One difference that is highlighted, sort of, that Del Monte beans are premium compared to generic. But if a product marketer can't write more compelling copy than "the ultimate" and "premium product," then ChatGPT is a threat to your job.
ChatGPT is amazing, but the very methodology it uses to create such cool results is what renders it underwhelming as a marketing tool: it combines millions of sources and smooths them into an aggregated narrative. Marketing copy is all about standing out.
What if ChatGPT had a specific competitor to contrast with? The results actually get worse:
This copy was created to answer, "why should I buy Del Monte canned green beans and not Libby?" The differences listed range from nonexistent to untrue to downright silly. If you read last week's post...again with the syrup!
ChatGPT doesn't do differentiation well, although even here it will likely catch up as it's trained to isolate one brand voice from another in its vast maw of source material. But still, it all comes back to the fact that ChatGPT can only differentiate if differentiation has been well done over time. By you.
The value product marketers deliver is to discover what's important to the buyers you want to sell to and highlight those elements via powerful positioning. Positioning enables you to create an authentic brand voice that resonates with the specific buyers you're trying to reach.
Without good positioning, there's no compelling reason to choose your product over someone else's, and very little reason not to use whatever auto-generated marketing copy a bot spews out. But, if you've done that most important part of the job, you may even welcome the help of ChatGPT because you can use it as the tool it should be. And focus on the valuable differences you deliver.
Next week, I'll show you an even bigger reason why your job is safe from ChatGPT.
About the Author
Diane Pierson is the Founder and Principal Market Strategist of Innovate on Purpose, a consultancy enabling successful product innovation for tech companies through strategic focus and powerful go-to-market strategies. Diane is also a visiting instructor at Pragmatic Institute. Contact Diane at firstname.lastname@example.org.