Nah, AI won't take *my* job

TL;DR: ChatGPT can be the creative inspiration for new marketing angles, but it's not going to be able to take over your whole job as a verbal strategist.

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Use AI to develop not bad marketing pitches.

‍Step 1: Create a prompt that gives you information on your audience. Set the stage by asking ChatGPT to role play. Don't worry, it won't make you role play back. Be as specific as possible and create one question for it to answer. In this case, we're asking about the audience members from the perspective of a VP of marketing:

Example: Imagine you're the VP of Marketing at a candle company, describe your audience members. Please list out bullets for age, psychographics, and demographics.‍

As the VP of Marketing at a candle company, here's a breakdown of our target audience:

Demographics:

• Primarily female (70%)
• Age range of 25-45
• Middle to upper-middle class income (annual household income of $50,000 or more)
• Urban or suburban residents
• Educated with a college degree or higher

Psychographics:

• Health and wellness conscious
• Environmentally friendly
• Enjoy entertaining at home
• Seek relaxation and stress relief
• Appreciate quality and luxury
• Have an interest in home decor and design
• Value experiences over material possessions
• Active on social media platforms such as Instagram and Pinterest

Overall, our target audience is primarily made up of young to middle-aged women who are health-conscious, environmentally friendly, and appreciate quality and luxury. They lead busy lives and find comfort in using our candles to create a relaxing and inviting atmosphere in their homes. They are active on social media and enjoy sharing their experiences with others.

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Step 2: Create a prompt that asks AI to go a bit deeper
Example: Go deeper by describing the job to be done.

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The "Job to Be Done" is a framework developed by Harvard Business School professor Clayton Christensen that focuses on understanding the motivations and needs behind why people buy or use a product or service. Rather than just focusing on the product itself, the Job to Be Done framework looks at the broader context of the customer's life and seeks to understand the specific problem they are trying to solve or the need they are trying to fulfill.

The idea is that people don't buy products or services just for their features or benefits, but rather to help them accomplish a particular "job" or task. For example, when someone hires a drill, they don't actually want the drill itself - they want a hole in the wall. So the "Job to Be Done" in this case is not to buy a drill, but to create a hole in the wall.

The framework can be applied to a variety of industries and products, including candles. By understanding the "Job to Be Done" of our customers, we can better tailor our marketing efforts and product development to meet their specific needs and motivations. For example, if we find that our customers primarily use our candles to create a relaxing and stress-free atmosphere in their homes, we can emphasize these benefits in our marketing materials and focus on developing scents and designs that align with this need.

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Step 3: Bring it back in. Sometimes, ChatGPT is a bit too literal.
Example: Now what is the job to be done for the candle company we were talking about before

The Job to Be Done for the candle company we were discussing earlier could be to help customers create a comforting and inviting atmosphere in their homes. Candles can serve a variety of purposes for customers, such as providing a source of relaxation, creating a mood, or enhancing the overall ambiance of a space. However, the core "Job to Be Done" of a candle for our customers is likely to help them transform their homes into a cozy and comforting sanctuary, where they can escape the stress of their daily lives.

By understanding this Job to Be Done, our candle company can tailor our marketing efforts and product development to better meet the needs of our customers. For example, we might focus on developing scents that promote relaxation, such as lavender or eucalyptus, or on creating candle designs that complement different styles of home decor. We might also focus on creating a brand image and messaging that emphasizes the importance of self-care and creating a peaceful home environment. By doing so, we can more effectively communicate the value of our candles to our target audience and increase our customer loyalty and satisfaction.

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Step 4. Ask it to go for an uncommon angle.
Example: Great. Now come up with an uncommon or rare job to be done for the candle company.

An uncommon or rare Job to Be Done for the candle company could be to help customers create a unique and memorable sensory experience for their guests during special events or gatherings. In this case, the candles are not just being used for their functional benefits, but also as a tool to create a specific atmosphere or ambiance that complements the event's theme or purpose.

To meet this Job to Be Done, our candle company could focus on developing specialized scents and designs that cater to different types of events, such as weddings, holiday parties, or corporate events. For example, we might develop a special "holiday spice" scent for Christmas parties or a "beach breeze" scent for summer weddings. We could also offer customization options, such as personalized labels or customized fragrances, to help customers create a truly unique experience for their guests.

By targeting this uncommon or rare Job to Be Done, our candle company could differentiate ourselves from competitors and appeal to customers who are looking for a more unique and memorable way to enhance their special events or gatherings.

Step 5: Ask it to develop product names
Example: Perfect. Now assume that our job to be done is to create a unique sensory experience for gothic-themed weddings. Come up with the names and scents of 3 rare candles that these audience members would like.‍

Black Magic: This candle features a dark, alluring scent with notes of black orchid, jasmine, and patchouli. The black wax and silver jar provide an eerie and mysterious visual element, perfect for a gothic-themed wedding.

Midnight Masquerade: This candle features a scent inspired by the mysterious allure of a masquerade ball, with notes of bergamot, sandalwood, and vanilla. The deep blue wax and silver jar provide a stunning visual element, reminiscent of a starry night sky.

Gothic Rose: This candle features a romantic scent with notes of dark rose, oud, and amber. The deep red wax and black jar provide a dramatic and sophisticated visual element, perfect for a gothic-themed wedding with a touch of romance.

These candle names and scents are designed to create a unique and memorable sensory experience for gothic-themed weddings. The scents are complex and alluring, with a touch of darkness and mystery, and the visual elements of the candles are designed to complement the theme and provide an additional sensory dimension.

Sure, based on the Job to Be Done of creating a unique sensory experience for gothic-themed weddings, here are three potential candle names and scents that could appeal to this audience.

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Step 6: Now ask it to create an OOH campaign.
Example: Perfect. Now create an OOH campaign pitching the black magic candle but focus on the job to be done and the USP of the company. Lean into the gothic, mysterious language and stay as poetic as possible.

Title: Summon the Night with Black Magic

Visual: A stunning image of a dark, alluring candle surrounded by black candles and an eerie atmosphere. The image is accompanied by the tagline: "Summon the Night with Black Magic."

Body Copy:

Step into the shadows and unleash the magic within. With our Black Magic candle, you can create an enchanting atmosphere that will transport you to a world of dark romance and mystery.

Crafted from the finest ingredients, this candle features a bewitching blend of black orchid, jasmine, and patchouli. As the flame flickers and dances, you'll be enveloped in a scent that's both alluring and mysterious.

But our candles are more than just a sensory experience - they're a way to transform your surroundings and create a unique atmosphere that's truly unforgettable. Whether you're looking to add a touch of gothic romance to your home or to create a memorable sensory experience for your gothic-themed wedding, our candles are the perfect choice.

So summon the night and unleash the magic within. With our Black Magic candle, you'll create a world of dark enchantment that will captivate your senses and transport you to a realm of pure imagination.

Call to action: "Summon the Night with Black Magic - Order now and experience the magic for yourself!"

This OOH campaign pitch leans into the gothic, mysterious language and imagery to highlight the unique Job to Be Done of creating a memorable sensory experience for gothic-themed weddings.

Step 7: Now tighten it.
Example: Love it. Now distill that into a 7-word headline for a billboard.

"Summon Enchantment with Black Magic Candles."

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Step 8: Refine
Example: Come up with 5 more unexpected headlines using the same pitch

"Unleash the Night with Black Magic Candles"

"Experience Dark Romance with Black Magic Candles"

"Transform Your Atmosphere with Black Magic Candles"

"Captivate Your Senses with Black Magic Candles"

"Elevate Your Gothic-Themed Wedding with Black Magic Candles"

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Step 9: Expand
Example: Now come up with a list of 10 blog post ideas using the most commonly search keywords with the highest intent and lowest competition.

‍Sure, here are ten potential blog post ideas based on commonly searched keywords with high intent and low competition:

1. "The Benefits of Aromatherapy Candles for Stress Relief"
2. "Why Soy Candles are Better for the Environment Than Paraffin Candles"
3. "How to Choose the Perfect Candle for Every Room in Your Home"
4. "Top 10 Best-Selling Candle Scents of the Year"
5. "The Science of Candle-Making: How Candles are Made"
6. "The History and Symbolism of Candle-Lighting in Different Cultures"
7. "DIY Candle-Making: Tips and Tricks for Making Your Own Candles at Home"
8. "How to Make Your Candles Last Longer: Candle Care and Maintenance Tips"
9. "The Health Benefits of Using Beeswax Candles in Your Home"
10. "The Art of Layering Scents: Tips for Creating a Unique Candle Experience"

These blog post ideas aim to provide valuable information to potential customers while also incorporating commonly searched keywords to improve visibility and traffic to the blog. By focusing on topics with high intent and low competition, the blog can attract a targeted audience who are looking for information and guidance related to candles and candle-making.

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Step 10: Develop
Example: Now pull out number 10 and write a blog post for that topic as it relates to our main USP

Sure, here's an example blog post for topic #10 "The Art of Layering Scents: Tips for Creating a Unique Candle Experience" as it relates to our main USP:

Title: The Art of Layering Scents: Create an Unforgettable Experience with Black Magic Candles

Body copy:

At Black Magic Candles, we believe that candles are more than just a source of light or a pleasant fragrance - they're a way to transform your surroundings and create a unique atmosphere that's truly unforgettable. And one of the best ways to do that is by layering scents.

Layering scents is the art of combining different fragrances to create a unique and complex scent profile that's tailored to your tastes and preferences. With Black Magic Candles, you can experiment with different scent combinations to create an atmosphere that's truly one-of-a-kind.

Here are some tips for layering scents with Black Magic Candles:

1. Choose complementary scents: Start by selecting two or more scents that complement each other. For example, our Black Orchid and Midnight Garden candles both feature floral notes, making them a natural pairing.
2. Experiment with different ratios: Try burning different combinations of candles at different ratios to see which works best for you. For example, you might burn one Black Orchid candle and two Midnight Garden candles to create a scent that's more floral-forward.
3. Consider the occasion: Think about the mood and atmosphere you're trying to create. For a romantic evening, you might want to combine candles with warm and spicy notes, like our Vanilla and Cinnamon candles.
4. Don't be afraid to get creative: Layering scents is all about experimentation and finding what works best for you. Don't be afraid to try unexpected combinations - you might just discover a new favorite scent profile.

At Black Magic Candles, we offer a range of candles with unique and captivating scents that are perfect for layering. Whether you're looking to create a warm and inviting atmosphere in your home or to add a touch of gothic romance to your wedding, our candles are the perfect choice.

So why not unleash your creativity and experiment with different scent combinations? With Black Magic Candles, the possibilities are endless.

Call to action: "Unleash your creativity with Black Magic Candles - Shop our collection now and start layering scents today!"

This blog post is targeting the keyword "layering scents" and aims to provide valuable information to potential customers about how to create a unique candle experience by layering different scents. By incorporating our main USP - the ability to transform your surroundings and create an unforgettable atmosphere - we can appeal to potential customers who are looking for ways to elevate their sensory experience with candles.

Step 11: Pull in references and templates
Example: Now rewrite that as a how-to post using the concepts shared here https://www.advancedwebranking.com/blog/10-blog-formulas-that-help-create-more-articles-in-less-time/

Sure, here's a revised version of the blog post using the "how-to" formula:

Title: How to Layer Scents with Black Magic Candles and Create a Unique Candle Experience

Introduction:

At Black Magic Candles, we believe that candles are more than just a source of light or a pleasant fragrance - they're a way to transform your surroundings and create a unique atmosphere that's truly unforgettable. One of the best ways to do that is by layering scents. In this post, we'll show you how to layer scents with Black Magic Candles and create a unique and captivating sensory experience that will elevate your surroundings.

Step 1: Choose Complementary Scents

To start layering scents, choose two or more complementary scents. This will create a complex scent profile that's tailored to your tastes and preferences. For example, our Black Orchid and Midnight Garden candles both feature floral notes, making them a natural pairing. Other complementary scents include citrus and floral, vanilla and spice, or woodsy and earthy.

Step 2: Experiment with Different Ratios

Try burning different combinations of candles at different ratios to see which works best for you. For example, you might burn one Black Orchid candle and two Midnight Garden candles to create a scent that's more floral-forward. Play around with the ratios until you find the perfect combination that suits your taste and the occasion.

Step 3: Consider the Occasion

Think about the mood and atmosphere you're trying to create. For a romantic evening, you might want to combine candles with warm and spicy notes, like our Vanilla and Cinnamon candles. For a calming atmosphere, try combining lavender and chamomile candles. Whatever the occasion, Black Magic Candles has a range of candles with unique and captivating scents that are perfect for layering.

Step 4: Don't Be Afraid to Get Creative

Layering scents is all about experimentation and finding what works best for you. Don't be afraid to try unexpected combinations - you might just discover a new favorite scent profile. Some of our customers have even created their own signature scents by layering different candles from our collection.

Conclusion:

At Black Magic Candles, we offer a range of candles with unique and captivating scents that are perfect for layering. Whether you're looking to create a warm and inviting atmosphere in your home or to add a touch of gothic romance to your wedding, our candles are the perfect choice. With these simple steps, you can experiment with different scent combinations and create a unique candle experience that's tailored to your taste and preferences.

Call to action: "Unleash your creativity with Black Magic Candles - Shop our collection now and start layering scents today!"

This blog post targets the keyword "layering scents" and uses the "how-to" formula to provide valuable information to potential customers about how to create a unique candle experience by layering different scents. By incorporating our main USP - the ability to transform your surroundings and create an unforgettable atmosphere - we can appeal to potential customers who are looking for ways to elevate their sensory experience with candles.

Step 12: Pull in voice and tone guidelines
Example: Now rewrite that with the following voice and tone guidelines:

Voice: Luxe

Tone principles:

1. Mysterious - we sound like an old magic witch selling you a secret potion.

We never talk down to you; instead, we help show you the path you're already on.

2. Enchanted - we sound like a haunted tree in an enchanted forest. We lead with surprise and speak to you like we're a bit surprised to see you here.

3. Royal - we sound like a very gentle queen

How to Create a Luxurious Gothic Ambience for Your Wedding

As a mysterious and enchanted guide, we invite you on a journey to create a wedding that feels like a hauntingly beautiful dream. Like an old magic witch selling you a secret potion, we'll show you how to create an enchanted atmosphere that transports you and your guests to an otherworldly realm.

First, envision a gothic wonderland fit for a royal celebration. From the mysterious glow of candles to the scent of rare botanicals, every detail counts. We'll help you bring this vision to life, step by step.

Start by selecting the perfect candle. Our Black Magic Candle, with its intriguing blend of absinthe and black currant, is sure to create an alluring ambiance. Light a few of these candles throughout your wedding venue to set the mood.

Next, create a tablescape fit for a royal feast. Incorporate rich, dark colors like burgundy, navy, and emerald green. Add unique touches like black feathers, dried flowers, and antique silverware to create a sense of mystery and enchantment.

Finally, add the finishing touches. Play hauntingly beautiful music that transports you to another realm. Incorporate a few unexpected surprises, like a tarot card reader or a mystical performance.

With our guide and a touch of your own creativity, you'll have created a wedding that is both luxurious and hauntingly beautiful. As a gentle queen, we urge you to embrace your inner gothic spirit and create a wedding that is truly unforgettable.

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Notice that this exact point is where ChatGPT fails to understand nuance. Instead of embodying the voice and tone principles, it uses them to frame the voice and tone. That's weird. And it's a novice tool that many budding writers might try to do, but both you and I know that you can't pretend to be a witch by holding up a mask and yelling "I'm a witch" over and over again. You've got to smell like rosemary.

Step 13: Refine again
Example: Now rewrite that by embodying the voice and tone principles. Don't actually say you're a magic witch, just speak like one might. Don't actually say the words royal celebration, just speak from a place of elegance.

Welcome to the mystical world of gothic weddings! Let us be your enchanted guide on this journey to create a wedding that feels like a hauntingly beautiful dream. We're surprised and delighted to see you here and are eager to help you bring your vision to life.

Picture a wondrous setting fit for a grand celebration - from the mysterious glow of candles to the scent of rare botanicals, every detail is important. Let us lead you on this path towards creating an atmosphere that transports you and your guests to an otherworldly realm.

First, let's select the perfect candle. Our Black Magic Candle boasts an intriguing blend of absinthe and black currant that creates an alluring ambiance. Place these candles throughout your wedding venue to set the mood.

Next, create a tablescape that exudes elegance and enchantment. Incorporate rich, dark colors such as burgundy, navy, and emerald green. Add unique touches such as black feathers, dried flowers, and antique silverware to create a sense of mystery and intrigue.

Finally, let's add the finishing touches. Set the mood with hauntingly beautiful music that transports you to another realm. Embrace a few unexpected surprises, like a tarot card reader or mystical performance, to delight your guests and create an unforgettable experience.

With our guidance and your creativity, you'll have created a wedding that is both luxurious and hauntingly beautiful. Embrace your inner gothic spirit and let us help you create a wedding that is truly magical.

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How we got here

1. Make sure the AI has a foundational understanding of what you want.
2. Use adjectives like unexpected, uncommon, or rare
3. Pull in examples of pages whose copy formulas you like and ask ChatGPT to replicate the formula
4. Share your personas, audience psychographics, USP, voice and tone guidelines, and briefs to ensure you're getting the right response each time
5. Remember: ChatGPT is literal. If you say you want something in the voice of Jennifer Lawrence, it's just going to add quotation marks and put her dang name after it like she wrote it. It's not a person. It does not understand subtleties.
6. Remember most marketing pitches are done behind closed doors, so it may not have had access to that sort of thing.
7. Realize that it's not going to be perfect. ChatGPT will pull out mediocre answers if you give it mediocre prompts, and even then--it's your responsibility to ensure it matches your creative vision.

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So what just happened?

ChatGPT did something quite interesting. It sparked the narrative story for a gothic candle company. Dreamy, right? Sort of.

It still failed to understand voice and tone concepts in a way that you or I might understand.

It highlighted common examples and language that you might see across any candle company (rude).

It took a bit of refinement, but we were able to get something interesting: the building blocks of a marketing narrative. Is it perfect? Nope. Would I use it? Nah.

But the point isn't to use it right now; the point is to use it as a jumpoff point. Find the common angles that ChatGPT is pulling and cut them from your vocabulary. Refine. Bring it to your team and laugh about the wacky ideas. Choose one to iterate on. Throw it out entirely. Whatever you do, don't be afraid. ChatGPT is after the content mills, and it will replace them, no doubt. But for people who want voice-driven copy angled toward their specific audience, it's not going to be able to replace a strategist. Not you, at least.

Ready to work with a verbal strategist who isn't afraid to face down the darkness that is AI? Holler at your girl.

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