Campaign writing
Write the message before the variations.
Write campaign copy with ChatGPT or Claude using a clear offer, customer evidence, brand examples and channel-specific checks.
Updated
Find the barrier behind the brief
A campaign does not need ten headlines until you know what the headline must do. Is the reader unaware of the service, uncertain that it fits, or reluctant to change an existing habit? Supply actual customer questions and distinguish their language from your team's assumptions.
Illustrative scenario: an accountancy firm offers a fixed-fee onboarding package. A small-business owner might worry about switching records and missing a deadline, rather than wanting a ‘trusted partner’. The useful message could explain the handover. Do not assert that this is the dominant barrier without customer evidence.
Use these anonymised customer questions and the approved offer to identify three possible buying barriers. For each, show the evidence, what remains an assumption and the message that could address it. Recommend the question we should clarify before drafting. Do not invent customer quotes.
Make the promise supportable
Separate the offer, its benefit and the evidence. A real process detail can be more persuasive than an adjective: who handles the handover, what the customer must provide and what is included. Do not turn a desirable outcome into a guarantee.
Supply exact dates, price conditions and exclusions. If the brief says the package includes one review, a polished draft must not quietly promise ongoing advice.
Build a message map for [offer]. Include the customer barrier, primary promise, approved supporting facts, required qualification and next action. Use only [product sheet]. Mark any proposed benefit that requires evidence before it can appear in copy.
Adapt the argument to the channel
A poster needs an immediately understandable message. A landing page can explain a process. An email must make the next step clear without hiding the terms. Keep the underlying promise consistent while changing the amount and order of information.
Turn this approved message map into a poster headline, a landing-page introduction and a short email. Preserve the same offer and qualifications. For each version explain what information was omitted and where the reader can find it. Avoid a different invented promise in each channel.
Review the copy as a customer
Read the draft with the information a first-time visitor actually has. A team may understand an acronym or process that a customer does not. Ask what a reasonable reader could infer, then compare that inference with the actual offer.
Before publication, verify every consequential statement against the approved material. AI critique can identify questions, but it does not establish that a claim is true or compliant.
Audit this campaign as a first-time customer. Identify unclear terms, unsupported promises and practical questions blocking the next step. Compare dates, prices, eligibility and included services with the approved offer. Give a focused revision that preserves our voice.
Common questions
How do I stop AI copy sounding like every other business?
Supply a real customer problem, concrete process details and examples of your voice. Replace broad praise with facts that distinguish the offer.
Should I ask for many headline variations?
First compare different arguments. Once the message is approved, variations can help refine clarity and fit within a channel.
Keep exploring
About this workflow
This is an original AI-assisted editorial workflow. Illustrative scenarios are not customer case studies, and the prompts have not been systematically evaluated on live models. Check consequential outputs against your sources and use qualified review where needed.