"Hey ChatGPT, how do I make a good briefing for you?"

If you had your text written by a human being, who would it be? An experienced marketer or an enthusiastic job applicant? Give ChatGPT a role and personality, so he knows how to behave and from what point of view he is writing. The more sharply you define this role, the more authentic the output feels.

Example: "Write as a young social media manager of a sustainable clothing brand. Focus on storytelling and community engagement."

Tell ChatGPT about the company or organization you are writing for. What are its mission, values and strengths? Also include additional info relevant to your text. For example, for a job posting, you can also describe the company culture. These little nuances make the difference between a general and a powerful message.

Example: "This company produces handmade furniture. They are committed to quality by using local craftsmen and working only with sustainably mined materials."

From warm and familiar to professional and accessible, each brand has its own voice. That tone of voice determines the feeling the communication evokes. So think carefully about your voice and give ChatGPT instructions on what tone of voice to use. When doing so, work not only with adjectives such as formal or informal, but also with emotions and word choice.

Example: "Write with a tone of voice that appeals to millennials. Think short sentences, humor and an optimistic tone. Use English words occasionally and avoid technical jargon."

Introduce ChatGPT to your reader. Is that an entrepreneur who is always on the go? Then you want your text to be short and to the point. Or maybe you're targeting an hr professional looking for in-depth content? Then it may be just a bit more comprehensive, with relevant figures and examples. Also enrich these personas with customer insights to create the most complete picture of your reader.

Example: "Our target audience are young entrepreneurs between 25 and 35 years old. They are looking for practical tips to grow their business, but also want to be inspired."

A blog requires a different approach than an Instagram post. So tell ChatGPT what format to write for and what conventions and expectations go with it. Also be sure to include what you don't want, such as clickbaittitles or emojis. That way he can take this into account right away.

Example: "Write a blog of about 600 words. Provide a clear structure with intertitles and bullet points for lists."

What do you want your reader to remember? Let ChatGPT know what the main message is and what info he should definitely digest. The more direction you give, the stronger the content of your text will be. Also ask to point out any ambiguities. That way, you'll get feedback you might not have thought of yourself.

Example: "The blog should demonstrate that sustainable business need not be difficult. Provide useful tips, relevant statistics (with source cited) and examples of success stories."

Every text has a purpose. Share yours with ChatGPT and ask for an appropriate call to action. While doing so, feel free to include an example to get him started: "Download our free guide" (activate), "Discover our tips" (inform) or "Read our customers' stories" (inspire).

Example: "Finish with a call to action to download our free guide on sustainable business and include this link: (url)."

Like you, ChatGPT works better with a clear plan. Therefore, give him an example to base himself on. This can range from a short outline to a written-out blog already on your website. That way he knows exactly what you expect from the text.

Example: "Start with a short intro that outlines the problem, followed by 3 concrete tips and an inspiring example. Close with a call to action to read more and add this link: (url)."

Are all of the above elements in your briefing? Then press enter and let ChatGPT do its job. Just realize that his text is never perfect right away. Consider it a first draft and give concrete feedback. Also, turn the tables and ask if he has any ideas to improve the text.

Example: "The text sounds good, but it could be a little less formal. Use some humor, make the sentences shorter and add an anecdote."

Even after the feedback round(s), it is still important to do the final touches yourself. Check the text for content, consistency, grammar and style. Ultimately, you know the brand you are writing for best and only you can judge whether the text achieves its purpose.

ChatGPT excels at generating ideas and writing drafts, but it's the human nuances that really finish a text. Think subtle word choices, emotional connections and cultural sensitivities that only humans understand. So, like your other colleagues, he is a partner to work with. The result of such collaboration? You just read that.