How to write marketing copy with AI

Guides
6 min read

Artificial intelligence (AI) is transforming the world of marketing, because it’s enabling businesses to generate effective, data-driven content quickly and efficiently. From product descriptions to social media posts, AI-powered tools are making it easier to create consistent, persuasive, and highly-engaging copy.

In this guide, we’ll explore how to write marketing copy using AI, focusing on the types of marketing copy AI can assist with, how to generate it, how to write effective prompts, and best practices for success.

What kinds of marketing copy are there?

Marketing copy plays a crucial role in brand communication and customer engagement. Here are the primary types of marketing copy that businesses use:

  • Ad copy: This includes short, persuasive texts used in online and offline advertisements to capture attention and drive conversions.
  • Product descriptions: Typically found on eCommerce platforms, product descriptions detail the features and benefits of items to entice buyers.
  • Social media posts: Social platforms demand frequent, engaging updates tailored to different audiences, often combining concise messaging with hashtags.
  • Email marketing: Email campaigns require targeted, personalised messages to nurture leads or drive sales.
  • Website copy: This refers to the foundational text on websites that conveys the brand’s value and guides the user’s journey.
  • Press releases and bios: Official announcements and company or employee profiles serve to build credibility and authority.
  • SEO content: This involves creating content (blog posts, articles, etc.) that ranks well on search engines by leveraging keywords, meta descriptions, and other SEO practices.

All these copy types need different tones and formats, making them highly time-consuming to craft by human hand, but ideal for AI-assisted content generation.

Using AI to generate marketing copy for products

AI tools, like Descriptionwise, can streamline the content creation process by producing high-quality marketing copy for a range of needs. For eCommerce businesses, AI simplifies product description generation, ensuring consistency while incorporating the right keywords.

For instance, Descriptionwise allows users to generate customised product descriptions by integrating directly with Product Information Management (PIM) platforms such as Akeneo, Pimberly, and Sales Layer. This capability is especially valuable for brands managing extensive product catalogues, where manually updating descriptions can be both time-consuming and prone to errors.

AI tools can also create ad copy, social media posts, and email marketing content by processing data and identifying trends, helping marketers tailor their messaging to the preferences of their target audience.

Advantages of AI for marketing copy generation

  • Time-saving: AI can produce hundreds of product descriptions in minutes, freeing up human writers for more strategic tasks.
  • Consistency: AI ensures brand voice and messaging consistency across all platforms.
  • Scalability: Whether you need copy for 10 or 10,000 products, AI scales content generation efficiently and in the blink of an eye (well, almost).

Having said all that, using AI for copywriting isn’t just about speed and volume. It’s about harnessing AI to enhance creativity, ensure consistency, and deliver more personalised, targeted messaging.

Writing good prompts for marketing copy

The key to generating high-quality marketing copy with AI lies in writing effective prompts. The more specific and detailed the prompt, the better the output. Here’s a simple structure for creating good prompts:

  • Be clear about the type of copy: Specify the format you need, whether it’s a product description, social media post, or email.
    • Example: “Write a social media post promoting a new eco-friendly backpack, aimed at environmentally conscious millennials.”
  • Define your audience: Give details about your target market to help AI tailor the tone and style.
    • Example: “Create a product description for a luxury smartwatch targeting business professionals aged 30-50.”
  • Include keywords: Mention SEO keywords or relevant terms for better search engine optimisation.
    • Example: “Create a product description for a vegan skincare cream, using the keywords ‘vegan skincare’, ‘organic’, and ‘natural ingredients.”
  • Set the tone: AI tools can adapt to different tones, so make sure to state whether you want the copy to sound formal, casual, playful, etc.
    • Example: “Write an engaging and friendly email introducing a new discount programme for our subscribers.”
  • Provide additional context: The more context you give, the more refined the output will be.
    • Example: “Create a 100-word Instagram caption promoting a new range of ethically sourced coffee from our Ethiopian supplier, highlighting sustainability and fair trade, and inviting viewers to click to see a video from the Ethiopian supplier’s plantation”

Common prompt mistakes

  • Being too vague: Without clear instructions, AI may produce generic or irrelevant copy.
  • Omitting target keywords: Not including SEO keywords can reduce the effectiveness of the content.
  • Ignoring tone: Failing to specify the desired tone could result in mismatched branding.

These problems obviously aren’t irreversible – you can rectify them with another prompt, but let’s face it, it’s better to avoid making these mistakes in the first place!

Best practices and tips and tricks for AI generation of marketing copy

1. Start small and build

It’s often best to start with short-form copy, such as product descriptions or social media posts, before moving on to longer, more complex content like blog articles or web pages. Shorter pieces of copy allow you to test the AI’s capabilities, refine your prompts, and provide more comprehensible input from which the AI tool can learn.

2. Use the ‘AI sandwich’ method

The AI sandwich method ensures the copy retains a human touch:

  • Human input: Begin by brainstorming or outlining key points and writing prompts.
  • AI output: Use AI to generate a first draft based on your input.
  • Human refinement: Finally, review, edit, and personalise the AI’s output to ensure accuracy and brand alignment.

3. Experiment with different tools

While AI tools like Descriptionwise offer powerful product description generation, there are also other platforms like ChatGPT, Google Gemini, and Claude that can help with various aspects of copywriting, from ideation to content editing. Experimenting with multiple tools allows you to find the best fit for your needs.

4. Incorporate feedback loops

AI can make quick adjustments based on feedback, so don’t hesitate to refine your prompts or edit the generated content for improvements. For example, ask the AI to “simplify” or “expand” the content if needed.

While AI can generate compelling copy, it’s crucial to review the content for factual accuracy. Tools like Google Gemini can cross-check information, but it’s still best to apply human verification, especially for factual claims.

5. Focus on human creativity

AI is a tool to enhance creativity, not replace it. Use AI to automate mundane tasks, but rely on human ingenuity for strategic thinking, crafting unique brand voices, and ensuring emotional resonance in your copy.

6. Evaluate the free vs. paid versions of AI tools

While free AI generators can be useful, paid versions will almost certainly provide advanced features like increased message limits, internet access, and more refined outputs based on customisation for the brand or trainable for niche content.

Descriptionwise’s paid version offers premium features, such as seamless PIM integration and customisable AI models, enabling more robust and scalable product content generation compared to free tools.

Embrace the future of marketing copy with AI

AI is fundamentally changing how marketers create content, making it faster, more efficient, and certainly more effective to produce tailored, high-quality copy. By using tools like Descriptionwise, businesses can generate customised product descriptions, maintain brand consistency, and free up resources for strategic growth.

If you’re ready to see how AI can transform your content creation, why not try Descriptionwise? Sign up today for our free trial and explore how our powerful AI-powered platform can streamline your product content generation and build a bigger and better world of opportunity for your eCommerce business!

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