“Drive registrations for our biggest online event, tie to the brand update, weave in campaign keywords, and tease product updates — in 60 seconds or less. Oh, and can we have a script by tomorrow?”
If you’re thinking, “this sounds like a perfect scenario for AI-assisted content creation,” I agreed — but we couldn’t afford, nor would I put my name on, the typical AI slop. Here was my process:
Create a “small language model” for ChatGPT with key samples of my own writing (brand manifesto, flagship product pages, favorite SEO headlines, etc.), put that material in quotes, then tell the AI, “use the following quoted text for inspiration.”
Build out my prompt with a thorough outline including story structure elements, and the mandatory theme words from the brand campaign.
Revise ChatGPT’s draft which was respectable thanks to my tight parameters, but still included some excess verbiage, occasional hallucinations, and misplaced phrases.
165%
Percentage of registration goal achieved with this video and my associated email promo campaign