How you can get AI to put in writing copy in your model voice — from choosing the right platform to coaching your GPT

When generative AI first got here out, I used to be skeptical. Whereas it got here up with some good concepts, I noticed it extra as a novelty than an actual copywriting device. Truthfully, I didn’t imagine “nice” and “on-brand AI copywriting” would ever belong in the identical sentence.

To be clear, I nonetheless see my very own mind and method as a aggressive benefit. That hasn’t modified, however two issues have shifted:

• First, AI algorithms have change into extra superior and intuitive, making it simpler to get higher output.
• Second, I’ve discovered learn how to prepare AI instruments in my voice and perspective constantly sufficient that they’ll now produce robust first drafts that truly sound like me.

And, I’ve discovered the most important shift by considering of myself as a duplicate chief and AI as a junior author. It has unbelievable concepts however wants robust guardrails, fixed suggestions, and clear route. And, I’m going to point out you the way.

Desk of Contents

Should you’re already utilizing HubSpot, Breeze AI and AI Content material Assistant now contains model voice capabilities too. The device may help your crew keep constant throughout emails, blogs, and touchdown pages immediately inside your advertising workflows.

Personally, I choose ChatGPT. It’s the place I’ve spent probably the most time, I’m snug with the platform, and most significantly, I understand how to engineer prompts and provides suggestions that will get good outcomes. Plus, since I’m already paying for it, it is sensible to focus there.

Should you haven’t performed round with AI a lot but, I extremely suggest experimenting. Take a number of totally different platforms, feed every the identical prompts, and see what comes again.

Take note of:

• How intuitive the platform feels to you.
• How simply it “hears” and adapts to your suggestions.
• How nicely the output matches your expectations.

Primarily based on the responses, the consumer expertise, and the way nicely each matches as your copywriting assistant, you may choose your go-to.

And bear in mind, you don’t need to decide to only one. A number of copywriters and strategists I spoke with use totally different platforms relying on the venture.

HubSpot’s Amy Marino shares that AI has executed a very good job capturing the crew’s customer-centric, value-focused method to repeat, whether or not for an inner or exterior venture.

“That stated, the place we have had probably the most rounds of backwards and forwards has been in my pushes to be extra artistic, much less by-product or jargon-y, and to make use of concrete examples for example summary ideas,” Marino says.

She goes on to say that sharing earlier scripts, briefs, and language she liked as examples helped AI perceive what she appreciated and needed … and helped get to the end line quicker.

Step 1: Inform AI who you’re and what issues to you.

I’ve discovered that the most effective place to start out is to inform AI that you simply’re coaching it on a brand new model voice and identify it. That manner, if I say “write like Erin Pennings,” the AI I educated will know to make use of my voice.

Extra importantly, with out this basis, AI will default to generic copy that doesn’t replicate your voice, values, or perspective.

I caught up with Justin Blackman, a model voice strategist who has labored with tons of manufacturers to nail their voice, beliefs, and messaging, to search out out what he’s seeing is working nicely.

“Anybody I‘m doing voice finder periods with is discovering that it’s not a lot the copy as it’s the perception that is improved,” Blackman says. “With clarification in your method, views, and opinion, it gravitates towards the best model with fleshed-out concepts which can be about 83% publishable as is.”

Blackman says he’s been by means of the identical course of he places purchasers by means of and that he’s been impressed with the output when AI is correctly educated on perception in addition to tone and vocabulary.

Professional tip: As a part of this step, take into consideration spelling out the massive image:

• Why you do what you do.
• The kind of viewers you are talking to.
• The emotions or outcomes you wish to create along with your writing.

Step 2: Immediate AI to investigate your examples.

When you’ve given AI the massive image, the following step is getting it to see your voice in motion.

That is the place your real-world examples are available in.

I prefer to feed AI a batch of robust samples — emails, social posts, gross sales pages, no matter matches. Then, ask it to investigate patterns and ask it to characterize the tone, cadence, model, and strategic selections you make with out even considering.

Once I acquired in contact with my colleague and good friend Chris Collins, a strategist who was an early adopter of AI-assisted writing, he shared that he takes the same method.

“I’ve a venture in Claude with a bunch of my most consultant posts, in addition to a voice information I created from them,” says Collins. “The truth is, I feel you may feed posts into Claude and ask it to create an in depth and particular information anybody may use, and it’ll do a fairly good job.”

Professional tip: When gathering examples, don’t simply dump them in. As an alternative, attempt the next.

• Choose your finest work, items that really really feel like you.
• Clarify what you want about each, whether or not it’s the tone, the pacing, the phrase alternative, or the attitude.
• Feed each the writing and the context into AI. The extra you assist AI perceive why one thing works, the quicker it could possibly study to recreate the identical feeling in new items.

Step 3: Provide suggestions and reiterate.

As soon as AI has reviewed your examples, it’s time to evaluation its understanding of your voice, not simply the copy it produces. At this stage, you’re taking a look at how nicely it could possibly describe your tone, model, construction, and perspective.

• Did it choose up on the best themes?
• Is it lacking something vital?
• Is it overemphasizing one thing that’s probably not a precedence?

I’d encourage you to consider this step like reviewing a junior copywriter’s notes earlier than they ever write a draft to make sure they really perceive your voice earlier than you hand them a venture.

Once I was engaged on the shopper messaging venture, the AI’s first voice evaluation was surprisingly robust. It nailed the general tone, construction, and product focus. However, it missed one essential piece: the customer-first ethos that runs by means of each communication.

That may sound small, however in an business that’s not precisely identified for buyer obsession, it was the most vital differentiator we would have liked to spotlight. By offering this suggestions to ChatGPT and providing some qualifying questions to make use of as a lens, it took the comms tips from okay to nice.

The significance of robust setup and considerate prompting got here up once more after I spoke with Ana Mendes, advertising coordinator at MeetEdgar.

“Our largest takeaway? AI might be extremely useful, particularly for small or busy groups, however solely when it’s educated correctly and paired with considerate prompts,” Mendes shares.

Professional tip: When reviewing AI’s voice evaluation, focus not simply on what sounds good however on what actually issues to your model. The higher you articulate what’s lacking or what wants emphasis, the quicker AI will begin considering the way in which you do.

Step 4: Develop tips.

As soon as you have reviewed and refined AI’s understanding of your voice, it’s time to get it on paper — or not less than into your AI device.

For this step, I need you to take the evaluation of your examples, use them to doc the tone, construction, themes, and key ideas that outline the way you write and suppose, and the frequent traps to keep away from.

This doesn’t should be lengthy or fancy; it is simply clear sufficient that if somebody new (or your AI) picked it up, they might instantly “hear” you.

For instance, after refining the voice evaluation for my shopper with a number of sub-brands, I constructed a easy set of tips that features the next.

• Key themes: Buyer-first considering and solution-driven messaging.
• Tone: Direct, strategic, supportive — not overly formal or overly informal, however applicable for B2B audiences.
• Pacing and construction: Brief punchy intros, clear CTAs, skimmable layouts, and even examples of formatting for every kind of communication we do (emails, one-pagers, internet copy, and so on.).
• Language to keep away from: Overly technical jargon with out plain-language explanations (except talking to a extremely technical subset).

There’s, in fact, a fantastic deal extra info that I made positive to incorporate, however this could offer you an concept of the place to start out. From there, you may all the time develop some “say this, not that” choices as nicely.

Collins explains that documenting his voice for AI modified all the things: “I created an in depth, particular voice information based mostly on my strongest posts — and it made an enormous distinction in how nicely AI may recreate my model constantly.”

Professional tip: Save your tips someplace you (and AI) can simply reference them each time you kick off a brand new venture. I’ve discovered AI to be forgetful, so it’s a good suggestion to maintain these helpful.

Step 5: Put it into motion and iterate.

Coaching your AI isn’t a one-and-done venture. I feel the junior copywriter analogy is basically robust right here as a result of it requires fixed tweaking and coaching to get your AI to put in writing extra such as you.

Which means, when you construct your tips, begin utilizing them. Immediate AI utilizing your framework, evaluation the outputs, and hold providing micro-feedback as you go.

You’ll in all probability discover that the extra you’re employed along with your AI, the higher it will get at anticipating your wants and catching your voice.

However you’ll additionally discover moments the place you continue to must tweak, tighten, or reframe the rules to maintain evolving as you do. The truth is, I don’t suppose this can ever change — irrespective of how nicely you prepare the AI, there are many occasions that it nonetheless … feels like AI.

My good friend Lindsay Hope is an AI and electronic mail strategist, and she or he places this so nicely.

“AI copy performs finest when it’s tweaked with the human contact. You continue to need to tie any writing again to a human, and that’s what I see folks miss on a regular basis,” she says.

The overwhelming majority of individuals I spoke with agreed that AI hardly ever will get it proper from the get-go and nonetheless wants a human editor.

Professional tip: Top-of-the-line items of recommendation I discovered on this got here from Phillip DeRenzo, head of promoting at iAsk.ai. He writes, “Learn your output out loud. If it makes you cringe, rework it.”

Prompts to Use

Once you’re first coaching AI to seize your model voice, it’s straightforward to get caught considering you need to have an ideal voice information prepared. That may have been true at one level, however I not imagine it’s mandatory, not less than as you get began. As an alternative, I’d suggest setting the stage and refining from there.

These prompts ought to work throughout most main AI platforms, together with ChatGPT, Claude, and HubSpot’s content material assistant. Regardless of which device you favor, you may comply with this course of to start out coaching your AI extra successfully.

Immediate 1: Introduce the model and context.

Begin by giving AI a brief, clear intro to the model and viewers:

• We’re coaching a model voice for a [type of business — e.g., consulting agency, home goods brand, SaaS platform].
• The viewers contains [basic audience description — e.g., small business owners, busy parents, engineers, etc.].
• I’ll be importing examples of the most effective work shortly. Don’t do something but — I’ll have extra directions.

Word: In case you have executed some model voice work both by yourself or with an professional like Blackman, then be at liberty to share extra info, however don’t let not having this cease you.

Immediate 2: Add the examples and clarify the context.

Reasonably than simply dumping samples in, assist AI perceive why you’re sharing each bit. Right here’s what which may seem like:

• I’m importing a number of examples, together with:

• Our web site homepage to point out you the general tone and positioning.
• Our providers web page, so you may perceive what we do.
• Our top-performing welcome electronic mail as a robust instance of voice and pacing.
• LinkedIn posts that captured viewers engagement.
• I’ll have extra instructions shortly, so don’t begin analyzing but.

Immediate 3: Ask for clarifying questions earlier than evaluation.

Earlier than speeding into evaluation, encourage AI to ask if it has any questions concerning the targets or requested final result (after which reply them):

• Earlier than you proceed with evaluation, what questions do you’ve gotten concerning the examples, the model voice, or the targets for future content material?

Immediate 4: Ask for preliminary evaluation (and pattern buildings if related).

Now, that is the place I ask AI to determine patterns — and if relevant, pull out pattern buildings it sees throughout totally different content material varieties.

• Please analyze the examples and determine key patterns for tone, model, construction, emotional tone, and messaging method. (Sure, I all the time say please and thanks.)
• If related, counsel frequent structural outlines for items like emails, weblog posts, or social posts based mostly on the samples.

Right here’s what ChatGPT got here up with after I requested it to investigate a few of my content material:

Immediate 5: Provide suggestions on the evaluation.

That is the place you get to sharpen your copy chief abilities and deal with AI like a junior author you’re teaching. What did AI get proper? What did it miss? What wants tweaking?

• Good begin. Nevertheless, [add corrections: e.g., ‘the voice is more playful than formal,’ or ‘make sure to emphasize customer-first thinking’].
• You’ve missed layering on this vital worth, which ought to come first: [name the value or pillar]. You need to use it as a intestine examine by asking questions like: [list questions to use to make sure that the copy lands].
• Now revise your evaluation and add any lacking parts.

Immediate 6: Flip it right into a information.

Lastly, as soon as the evaluation feels strong, ask AI to show it right into a usable set of tips that it or a junior copywriter may use to start out writing for this model. Remember to let AI know to call this as “Your Model Identify Voice Pointers” in an effort to ask for a recall anytime you begin a venture.

• Take that evaluation and switch it into model tips any author (together with you) can use to put in writing content material for this model.
• Let’s name it [name] in order that after I ask you to recollect it, you are able to do so.
• At a minimal it ought to embrace: Model abstract, viewers overview, core themes and values, tone, and any buildings.
• If there’s the rest you discover related, please embrace.

Right here’s a screenshot of the pattern information it developed:

Professional tip: Should you’re utilizing HubSpot’s AI Content material Assistant, their model voice options may help reinforce consistency throughout weblog posts, emails, touchdown pages, and extra. It’s one other nice strategy to layer in your voice as you scale content material creation.

Immediate 7: Recall and use the information.

Now, you’re able to go! Right here’s how I immediate after I’m prepared to select up a brand new venture:

• We’re beginning a brand new venture for [Brand Name]. Do you bear in mind the voice information we created? Please pull it up.
• We at the moment are writing a [type of project] for [audience].
• Our targets are [list goals], and the angle we’re after is [angle].
• Please give me three choices.

Professional tip: Create a devoted venture for every model voice you prepare. In ChatGPT, you may as well create customized GPTs to make use of, the place you save your examples, tips, updates, and clarifications multi functional place for simple entry later.

Listed here are some examples of LinkedIn hooks GPT created utilizing that voice (which, ahem, is mine):

I requested it to proceed with the primary possibility, and that is what it cranked out.

I liked it. You possibly can anticipate to see it quickly on my LinkedIn (or one thing VERY shut).

Paperwork to Share

I’ve discovered that the examples you share matter simply as a lot because the prompts you employ.

Keep in mind, AI can solely study what you really give it. So if you would like it to select up your finest tone, construction, and emotional resonance, you need to feed it robust examples from the beginning.

Right here’s what I usually add (and what it’s best to take into account too):

1. Web site Pages

• Homepage: Exhibits total tone, positioning, and first-impression language.
• About Web page: Exhibits values of the corporate to ascertain the way you suppose.
• Key Companies/Product Pages: Helps AI perceive the way you discuss your provides and worth prop (with out sounding overly salesy except you plan it).

2. Emails

• High-Performing Emails: Share emails that acquired excessive open charges, click-throughs, or numerous optimistic replies.
• Welcome, Nurture & Gross sales Sequences: These normally really feel particularly on-brand and are nice for AI copywriting evaluation.

3. Social Media Posts

• LinkedIn Posts, Instagram Captions, Tweets, and so on.:

• Choose a number of posts that acquired robust engagement—not essentially viral numbers, however real feedback, saves, or shares.
• Social posts have a tendency to point out off extra character and pure cadence, which helps AI hear your rhythm.

4. Lengthy-Kind Writing Examples

• Weblog Posts or Thought Management Items: These usually sound such as you and supply a robust sense of the way you wish to talk and suppose transferring ahead. AI can choose up the way you clarify concepts and communicate to your viewers.
• Whitepapers and Ebooks: Not everybody has these, however in the event you do, they assist set up the way you current your self in additional formal sorts of writing

5. Model Paperwork (If You Have Them)

• Voice/Tone Guides: Should you’ve labored with a voice strategist (like Justin Blackman) or constructed a tough model information your self, share it—even when it’s imperfect.
• Core Messaging Frameworks: Something like model pillars, positioning statements, manifesto snippets, or buyer personas may help AI choose up your strategic priorities.

6. FAQs or Inside Coaching Docs

• Buyer-Going through FAQs: In case you have a Assist Heart or FAQ web page that displays the way you clarify issues to prospects, it’s pure gold for coaching tone and ease.
• Inside Playbooks/Coaching Supplies: Typically inner docs seize model tone higher than polished advertising copy. If it feels actual and consultant, share it.

Professional tip: Don’t overload the AI with junk. Choosing 5 to 10 nice items that present your finest work will enable you to get your finest outcomes.

Riley Westbrook, co-founder of Valor Espresso, summed it up fantastically when he shared his method to AI. Westbrook says, “The largest mistake I see is when folks anticipate AI to search out their voice. It received’t. You need to hand it your rhythm. Should you do this, it’s a strong device. If not, you find yourself rewriting the entire thing anyway.”

Your model’s cadence — how the phrases really feel when spoken aloud — is one thing solely you may train.

Skip this, and also you’ll spend extra time fixing drafts than really transferring tasks ahead.

AI is a folks pleaser (and never all the time a reality teller).

AI needs to make you cheerful. It’s educated to be agreeable, which may really feel nice in your ego, however not all the time nice in the event you’re in search of powerful, strategic suggestions. The truth is, I’ve discovered it may be a bit like an echo chamber and supreme hype machine all rolled into one.

In order for you sincere critiques, you need to explicitly immediate AI to “be essential” or “push again” in your work. Even then, take its evaluation with a grain of salt.

AI is the typical of the web.

By default, AI regurgitates the collective information (and mediocrity) of what it’s been educated on. That’s why in the event you don’t actively infuse your distinctive considering, tone, and perspective into your prompts and edits, your copy dangers sounding like … all the things else on the market.

Your voice, your beliefs, and your nuance are what pull your copy out of the mushy center.

Typically, AI simply … feels like AI.

Regardless of what number of reminders you give it about your model voice, typically the output simply feels “off” — flat, robotic, or plain bizarre. Or it fully ignores your suggestions.

If you end up saying issues like:

• “No, that is horrible.”
• “No, you are not listening.”
• “No, no, no — how else can I let you know this?”

It’s an indication to cease preventing. I’ve discovered that one of the simplest ways to maneuver ahead is to surrender. By that, I imply shut the chat, begin a brand new one, briefly reframe the context, and see if a recent thread resets its reminiscence and will get you again on observe.

Supply

Right here’s how he approached it:

• He prompted Claude to generate a number of put up concepts based mostly on his voice and physique of labor.
• He selected one concept and requested AI to develop it utilizing deeper philosophical ideas: “Give a proof of the brain-bound versus prolonged thoughts speculation as defined by Andy Clark with a view to elucidate the concept that know-how like AI or different exterior applied sciences develop our cognitive capacities.”
• He prompted Claude once more to make the examples particular to messaging technique, web site copy, and consulting companies.
• Lastly, he revised by asking Claude to create a tough, contradictory hook (e.g., “ChatGPT isn’t making you dumber”).

The outcome: A completed put up that felt not simply on-brand, however intellectually deeper and extra differentiated than what most AI outputs ship.

Collins notes, “For context, that is in a venture that has a LOT of my posts + a mode information, so it has actually internalized how I write — that’s why it could possibly do that so nicely.”

Learn Collins’ full put up right here ➔

Stacey Kalamaras: Turning AI Brainstorms Into Well timed LinkedIn Posts

What she did: When trademark legal professional Stacey Kalamaras needed to put up about Rory McIlroy’s profession grand slam win, she used ChatGPT to brainstorm methods to hyperlink golf and trademark legislation.

Right here’s how she approached it:

• Requested AI to counsel thematic connections between golf achievements and trademark safety.
• Chosen and edited one concept that aligned finest along with her voice and viewers.
• Refined the copy to really feel academic however nonetheless gentle and well timed.

Outcome: A wise, brand-aligned LinkedIn put up created quicker — with AI serving to form the preliminary concept, not the ultimate voice.

See Stacey’s put up right here ➔

Brandon Hardiman: Testing E-mail Tones to Have interaction Distressed Householders

What he did: Because the proprietor of Yellowhammer Residence Consumers, Brandon has been integrating AI instruments into his copywriting and advertising workflow for better effectivity. He shared that probably the greatest AI-generated copies he has created was for an electronic mail marketing campaign. Right here’s how he approached it:

• Prompted AI to draft three totally different electronic mail variations (heat, direct, pleasant).
• Reviewed and tweaked every model to make sure tone alignment with Yellowhammer Residence Consumers’ compassionate model model.
• Deployed and examined which model resonated most.

Outcome: AI got here up with the next choices:

Variation 1: Heat & Supportive

“We all know how overwhelming all the things is true now. Should you’re scuffling with troublesome selections about your property, you are not alone. Yellowhammer Residence Consumers is right here to help you in contemplating your choices with empathy and no strain.”

Variation 2: Direct & Reassuring

“Struggling along with your mortgage or dealing with foreclosures? We assist householders such as you get quick, handy options. Let’s talk about how we will help you at this time.”

Variation 3: Pleasant & Informative

“Life tends to get in the way in which, and typically homeownership is extra aggravating than it is price. Should you’re occupied with promoting, we make it easy — no charges, no repairs, and in your schedule.”

The “Heat and Supportive” variation drove the very best engagement, displaying how slight tone shifts can massively impression viewers belief and response.

Erik Wright: Turning AI Analysis Right into a Excessive-Performing Lead Magnet

What he did: Erik Wright, a self-described serial entrepreneur and Founding father of New Horizon Residence Consumers, described how he used AI to draft a lead magnet: “7 Hidden Prices That Slash Your Residence Sale Income.”

Right here’s how he approached it:

• Prompted AI to create a factual first draft outlining typical hidden prices.
• Layered in actual shopper tales, regional insights (particular to Tennessee), and emotional hooks.
• Human-edited intros, transitions, and conclusions to spice up narrative stream and relatability.
• Verified high quality by means of Originality.ai to make sure it reads as human-written.
• Examined content material with a small phase of the e-mail record.
• Tracked efficiency metrics to refine future method.

Outcome: The human-enhanced piece elevated electronic mail open charges by 31% and lead magnet conversion charges by 22%—outperforming earlier downloads considerably.

Riley Westbrook: Enhancing AI to Preserve It Actual

What he did: Riley Westbrook, who runs Valor Espresso with two pals, used AI to assist draft promotional copy for his or her Friday workplace supply service.

Right here’s how he approached it:

• Prompted AI for brief, informal blurbs — 4 strains max — about espresso and pastries.
• Edited the drafts aloud to chop any stiff or formal phrasing.
• Ensures every draft feels like one thing they’d really say—no massive, fake-sounding adjectives/

Instance AI Draft: “Gasoline your Friday with regionally roasted espresso and scrumptious pastries delivered proper to your workplace.”

Closing Human-Edited Model: “We deliver sizzling espresso and recent pastries to your workplace each Friday. No prep. No stress. Only a strong strategy to begin the day.”

Outcome: Copy that felt actual, informal, and true to Valor Espresso’s voice, with out falling into stiff, brochure-style traps.