How are PMMs leveraging AI in their messaging efforts?

It’s likely no secret that generative AI can be a helpful thought partner and writing sidekick to any PMM. If you haven’t started experimenting with ways to integrate it, there is no time like the present. In the last few months, I’ve been loving using the “Copywriter GPT” on ChatGPT to ask for lists of alternatives to basic messages that I like the idea of, but not the sound of.

What’s so great about this, is that you can reinvest the time savings you gain in copywriting and copyediting further upfront in the strategy process. This frees you up to focus on the uniquely human decisions that go into successful messaging, which include:

1. What features and products are we going to feature as our cast of leading characters

2. What benefits and value props do we want to tell a story around that those features fulfill, and

3. How do we want to uniquely position ourselves in the landscape of alternatives? 

I find that spending enough time on those questions can get you to a pretty decent starter framework with a series of hypotheses and positioning angles to consider.

• Once you’ve got some of those angles listed out, you can start drafting short form copy and asking your favorite LLM for alternatives. This usually helps me work my way towards something that feels more complete, or at least punchier.

• You can try re-prompting ChatGPT or your chosen LLM with further style notes from your brand voice and tone guidelines or just with insights about your target customer. I am guilty of asking ChatGPT to write in a way that would appeal to Gen Z, and though I asked it not to lean too much into slang, some really hilarious stuff came back. 😂 Make sure to use your judgement!

• Ninety percent of the time, I still apply some editing to what has been given back, but AI can help work me towards synonyms or turns of phrase I might have overlooked.

• Lastly, once I’ve assembled all my alternative messages, I like to run some form of quantitative or semi-quantitative message testing to hone in on the best positioning angle(s).