📦 Join The Robots

DTC 297 - AI and Copywriting, Omnichannel Experiences [DTC]( Banter Friday, February 17, 2023 🎶 The best part of waking up is chicken broth in your cup. 🎶 In this newsletter, you’ll find: 👇 📦 Can Chat GPT be a copywriter’s assistant? 📦 How to bring the power of first-party data to your brand's creative strategy 📦 Is your brand exploring omnichannel experiences? 📦 An event where the main focus is boosting your bottom line 📦 Makeup for you, skincare for slugging, and non-alcoholic beer Read till the end to access exclusive DTC swag. 😎 👉 If a pal forwarded this to you, [subscribe,]( so you never miss out. AI Join The Robots: How Copywriters Can Use ChatGPT to Their Advantage It can write college-level essays, spin-up jokes, jingles, and taglines, and even crank out Bible verses about removing a [peanut butter sandwich]( from a VCR. 🤯 Yes, we’re talking about ChatGPT. The platform, launched by OpenAI in November 2022, is on the tip of everyone’s tongue and taking over Twitter feeds. But what about folks whose job is to write for a living? 😬 While it can produce some insanely entertaining content, the general consensus is that in its current form ChatGPT can’t replace ~good~ copywriters. (Mediocre, bland copywriting is another story, however.) Why? Most of the content it creates, while well-written and informative, is pretty generic, unoriginal, and lacks the emotion, storytelling, and dare we say humanness of good writing. Heck, take it from the bot itself: Whew. 😅 Now, that doesn’t mean copywriters should ignore ChatGPT — they should use it to their advantage. 🔥 “AI can be a remarkable productivity tool . For example, I use AI as an instrument, an aid for sourcing and organizing ideas. AI can give writers and copywriters the dots to help us start writing (which, often, is the hardest part).” – [Eddie Shleyner of VeryGoodCopy.]( So, if you’re ready to join forces with the robots, here are a few (ethical!) ways copywriters can use ChatGPT to improve the quality and efficiency of their writing. 🖖 Note: We used the [free/beta version of ChatGPT]( for this article. That’s for two reasons: 1) to make it more accessible to folks that don’t want to pay, and 2) because the paid platform is already at its full capacity! 1️⃣ Get inspo and brainstorm ideas Nothing plagues a writer more than that devil writer’s block. Luckily, this is where ChatGPT can really come in handy! 😈 Need some ideas for a blog post? A basic outline for an article you want to write? Chugging your fifth cup of coffee trying to come up with “fun” headlines? Or, how about creating a Buzzfeed-esque listicle? (Not-so-fun fact: [Buzzfeed just laid off 12% of its staff,]( and will now be using ChatGPT to generate its lists and quizzes. 😮) A good writer likely wouldn’t use these suggestions verbatim, but they’re definitely helpful for breaking through writer’s block! Sponsor Creative Strategy Meets First-Party Data 🤔 What's one thing that top marketers (like you) understand? Successful creative strategies start with data-driven analysis instead of guesses. It's time to ditch the 🔮 and [bring the power of first-party data to your brand's creative strategy.]( Motion and Northbeam have teamed up so you can apply a reliable data attribution model and level up your creative reporting. Here’s what Motion’s integration with Northbeam brings you: - Dive deeper into your creative profiling with advanced breakdown metrics like New Visits, New Transactions, Returning Transactions, and more. - Build visual reports to contrast Northbeam and in-platform results in Motion, and share insights with your peers and clients in seconds. - Stop deciding between first-party data attribution and creative strategy. Build better creatives with confidence using Northbeam’s accurate data and uncover top converting campaigns in Motion. Stop guessing. Start winning. Level up your brand. 🚀 👉 [Find out more info here.]( AI – Part 2 2️⃣ Automate generic content While it’s not great for original content, ChatGPT *is* pretty useful for creating frameworks for generic copy. For example, it can give you a decent starting point for automated emails: It can also generate FAQs for certain products or websites (just make sure to double-check for accuracy). 📌 And it can even put together pretty decent summaries of existing content for social media captions! You’ll still have editing to do, but using ChatGPT for that not-so-creative copy can save you tons of time! 3️⃣ Spice up your writing. For a robot, ChatGPT can be pretty dang clever. If your writing is feeling a little vanilla, try prompting the bot for puns, clever lines, or cheeky copy to get your creative juices flowing. 🧃 (PSA: its sense of humor is still a little rusty. Heh. Get it?… Robot pun? 😬) And perhaps our personal favorite, you can even Gawker-ify your writing. (Or insert content crush of choice. 🤩) #12: hi, it’s us. ✋☕☕☕☕ 🚨 *BIG Caveat: You’ll definitely want to validate any claims made by ChatGPT. It’s been known to give incorrect facts with surprising confidence. Additionally, the Beta version is only trained on data up to the end of 2021, so asking specific research-based questions about anything current will likely generate inaccurate information. In summary, ChatGPT won’t be replacing talented copywriters any time soon, but it’s still an incredibly impressive piece of technology. We’d be remiss not to learn how to use it to our advantage (or at least waste several hours entertaining ourselves with it). 👀 TL;DR - ChatGPT isn’t a replacement for (good) copywriters – yet. - It creates fairly basic, generic content that will still require editing and personalization by humans. - You need to also validate any claims made, as it’s notorious for inaccuracies and only uses data up to 2021. - However, it can be a very useful and time-saving tool for writers, including: - Inspiration and idea creation - Creating automated content - Helping to juice up your copy - ChatGPT is only as good as the user’s prompts. The more specific you can be with your requests, the more impressive the bot’s responses will be. In fact, we predict ChatGPT query skills will be in high demand in the next few years! Sponsor 🗞 EXTRA! EXTRA! Read all about it! DTC experts preparing for the best digital summit yet! 🎩 Fellow DTC readers and eCommerce professionals. Are you looking to increase your ROI and stay ahead of the competition? (that was a rhetorical question) Ladies and gentlemen, put your hands together,🙏 (not like that 🙄) because there is a one-of-a-kind event coming called... 🥁 Drum Roll Please 🥁 ...the [Commerce Experience Summit!]( Your chance to learn from leaders and experts on: - Maximizing profits - Driving growth - Increasing conversions - Improving customer satisfaction - and MORE! An event where the main focus is boosting your bottom line! (did we mention it's FREE!?) 🚀 [Register now and take your business to the next level.]( Omnichannel 🤯 Everything, Anytime, for Anyone You’ll hear “the omnichannel experience” thrown around in marketing discourse, but what are all the cool kids talking about? In short, omnichannel experiences provide a seamless customer experience across all platforms, elevating your brand above the competition. 🎬 So, what’s it look like in action? Look no further than [Dunkin Donuts!]( 🍩 They offer meaningful benefits to mobile and in-person shoppers regardless of their shopping habits. With incentives like Dunkin Rewards, Dunkin Cards, and delivery, they are everywhere for their customers. Don’t forget about the folks over at [Shopify.]( You can access their support through Facebook Messenger, Twitter, phone, live chat, and email. And guess what? They can reference previous conversations and notes from other support advisors on every platform! Talk about making your customer’s life easy. 👀 The other guy On the other hand, a multi-channel experience is an unsynchronized version of an omnichannel experience. A multi-channel experience consists of a few ways to access a brand (let’s say email, live chat, and Meta’s Facebook Messaging) but each experience is limited its platform. This can restrict the customer in several ways: - Support channels may not be able to reference previous conversations. - Customers may not be able to use rewards points from their cards on mobile purchases. - The customer’s experience is completely different on each platform. It’s all about being where customers are so everyone can access your brand on their platform of choice. With that flexibility, you’re likely to improve your reach, increase your conversions, and leverage that high customer satisfaction to feed more UGC content into your advertising strategy. 💪 Let’s get started then, yeah? Multichannel experiences are common and much easier to implement because they aren’t fully synchronized. With so many customers who have their own preferences, it’s well worth the investment to start developing an omnichannel platform if you haven’t already. A great place to start is Meta. Meta’s data can easily sync across a Shopify store, Messenger, and a Facebook/Instagram Shop. A great deal of organization is needed to start your brand off on the right track, but don't let that deter you! Being available to more people in more ways promises a significant return on investment (ROI) with higher conversions and a greater potential for future expansion. If you’re looking to expand, consider starting with the largest platform available and link your assets to smaller platforms with native or third-party app integrations! Event Spotlight Have you spent far too much time house-dwelling and feel ready to shake off your old networking skills? 🤝 GROW LA is Thursday, February 23 @ City Market Social House. It’s a (free) day of DTC growth talks, workshops, meetings & tactical lessons from 1000+ high-growth retail brands. Including speakers from Alo Yoga, Athletic Greens, Dr. Squatch, The Honest Company, Khloe Kardashian’s Good American, Liquid Death, Mid-Day Squares, Hush Blankets, Seth Rogen’s Houseplant, Olipop, and 30+ others. Sessions cover paid ads, email/SMS strategy, community building, social, LTV, subscriptions, funding, hiring & much more. [Grab a FREE ticket here,]( courtesy of DTC Newsletter. Brands 💄 [Kulfi Beauty:]( The reality is not all people can get the results they want with makeup products not suited to their skin and undertones. Kulfi Beauty has created a range of products inspired by South Asian communities. Think blush, eyeliner, and concealer in fabulous and diverse shades and colors. 🧖‍♀️ [Futurewise:]( There were a lot of ‘internet moments’ in 2022, but do you remember all the rave about slugging? Futurewise sure does! Check out their three-product skincare line to help people protect their skin’s moisture barrier — a practice dated back to the 15th century! 🍺 [Visitor:]( Whether you’re practicing a dry month or just don’t have an interest in alcohol, you can ensure Visitor has your back. They’ve got non-alcoholic lightly-hopped beer and some pretty cool t-shirts to boot! SHARE DTC NEWSLETTER 🔥 NEW REFERRAL PROGRAM HAS OFFICIALLY DROPPED 🔥 Want to level up the marketing skills of your teammates and employees? Just grab your referral link below and you’ll earn points toward cool gear for every new subscriber you bring to the DTC fam. 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