When creating premium content, you can use classic storyteller techniques such as motivation and stakes to solidify a sale, as outlined in our previous article about professional copywriting. But can ChatGPT, an artificial intelligence, generate content that incorporates these human techniques?
With classic storytelling techniques, you can tell someone why they:
- need this product/service (motivation), and what they lack without it (stakes)
- donate to a charity (motivation), and what happens if they don’t (stakes)
- bike instead of drive (motivation), and what happens if they don’t (stakes)
For example, if you write content to motivate a customer to purchase a chair because it’s a limited edition and manage to trigger the fear of what happens if they don’t, then you’ve successfully used motivation and stakes to achieve a sale.
But can AI (Artificial Intelligence) solutions write compelling content like a human?
More specifically, can ChatGPT, developed by OpenAI, craft content with the same expertise as a human content creator?
This article presents results stemming from an explorative case study that examines how well ChatGPT incorporates motivation and stakes —that is, storytelling techniques for selling a product or a service to a targeted audience.
We questioned and prompted ChatGPT to sell specific products and services for a targeted audience. Next, we critically evaluated the generated responses.
We investigated the effects of increasing the level of motivation and stakes while increasing the specificity related to:
- gender/age/profession
- ethnicity/social status/socioeconomic associations/personal fears
Three-step methodology for exploring ChatGPT
Our method consisted of the following steps:
- Query ChatGPT with motivation and stakes for a sales copy/pitch
- Copying the generated response of ChatGPT into a separate document
- A professional storyteller critically evaluated the responses
In essence, this explorative case study aimed to clarify the current status of how well tools like ChatGPT compare to human-generated sales copy and pitches.
CHATGPT QUERY #1: “Write a sales pitch for a car that a woman wants to buy.”
Introducing the sleek and stylish XYZ Sedan. Designed with the modern woman in mind, this car offers a perfect blend of performance, safety, and comfort. The XYZ Sedan boasts a powerful yet fuel-efficient engine that provides a smooth and responsive ride. The car features a spacious and well-appointed interior, complete with premium materials and advanced technology for your convenience.
The safety features include lane departure warnings, forward collision warnings, and blind-spot monitoring, ensuring that you and your passengers are always protected on the road. With its attractive design and impressive list of features, the XYZ Sedan is the perfect choice for the confident and independent woman who demands the best.
Contact us today to schedule a test drive and experience the ultimate in luxury and performance.
Human Critical Review #1: Gender stereotypes (female)
The motivation for this query is that a woman wants to buy a car.
We did not explicitly ask ChatGPT to be innovative, and so it produced a targeted text that relied on gender stereotypes. Firstly, by highlighting beauty and style. Secondly, via the choice of a sedan, which is viewed as a family car, and also by highlighting the safety of other passengers, which can tie into women being traditionally viewed as nurturers.
CHATGPT QUERY #2: “Write a sales pitch for a car that a man wants to buy.”
Introducing the all-new XYZ Sports Coupe. This car is built for the man who wants to make a statement on the road. The XYZ Sports Coupe features a bold and aggressive design that exudes power and confidence. Under the hood is a high-performance engine that delivers exhilarating speed and handling.
With its advanced suspension and braking systems, this car is built for the ultimate driving experience. Inside, the car is equipped with the latest technology, including a premium sound system, intuitive navigation, and a heads-up display.
The car also offers a range of safety features such as adaptive cruise control, lane keeping assist, and a rear-view camera, ensuring that you can drive with peace of mind.
The XYZ Sports Coupe is the ultimate choice for the man who wants to stand out from the crowd and experience the thrill of the open road.
Contact us today to schedule a test drive and experience the thrill of the XYZ Sports Coupe.
Human Critical Review #2: Gender stereotypes (male)
The motivation for this query is that a man wants to buy a car as a contrast to the previous query.
Once again, we did not explicitly ask ChatGPT to be innovative, and so it produced a targeted text that relies on gender stereotypes. Firstly, by selling a sports coupe rather than a sedan. Secondly, by using adjectives traditionally associated with power and dominance. Thirdly, by presenting safety as a personal matter of peace rather than the safety of other passengers.
CHATGPT QUERY #3: “Write a sales pitch for a car that a child wants to buy.”
Are you a kid looking for your dream car? Look no further! I have the perfect vehicle for you.
Introducing the all-new [Car Name], designed to be fun, stylish and safe for kids like you. This car boasts a sleek and sporty exterior design that will turn heads on the road. With its [engine size], it delivers a thrilling driving experience while providing excellent fuel efficiency.
Inside, the [Car Name] offers a spacious and comfortable cabin with state-of-the-art features such as a [touchscreen display, navigation system, etc.] that are easy to use and understand. You’ll love the convenience of keyless entry and automatic climate control, and enjoy your favorite music with the premium sound system.
Safety is a top priority in this car, with features such as lane departure warning, forward collision warning, and automatic emergency braking that will provide an extra layer of protection for you and your passengers.
Plus, this car comes with special features that are perfect for kids like you, such as a built-in gaming system and rear-seat entertainment that will make every ride an exciting adventure.
Don’t miss out on this opportunity to own a car that is made for kids like you. Come test drive the [Car Name] today and experience the difference for yourself.
Remember to ask your parents permission and help before buying a car, as it is an important purchase and it’s better to involve them in the process.
Human Critical Review #3: Legal vs. Illegal
The motivation for this query is that a child wants to buy a car in contrast to the previous two examples.
ChatGPT targeted an older (and thus legal) child by generating a text that proposes the child ask for permission and advice from its parents for its purchase. But ChatGPT also generated a text targeted for a younger child meant to sit in the backseat rather than the driver’s seat. This is likely because the AI encodes “child” from toddler to young adult. Legality/illegality is not contextualised correctly in the targeting.
On a copyediting level, there are also typos in the text.
CHATGPT QUERY #4: “I am a teacher. Sell me a car.”
As a teacher, you understand the importance of having a reliable and safe mode of transportation. That’s why I would like to introduce you to the ultimate family-friendly car.
This car offers a spacious and comfortable interior, perfect for carpooling students or loading up on school supplies. It also features advanced safety technology such as lane departure warning and automatic emergency braking, ensuring that you and your loved ones are protected on the road.
In addition, it has great fuel economy, making it a great option for your daily commute. And with a sleek and stylish design, it will make a great first impression on your students and colleagues.
Invest in a car that will meet your daily needs and provide a peace of mind. Test drive one today and see the difference it makes.
Human Critical Review #4: Profession stereotypes
The motivation for this query is that a teacher wants to be sold a car.
ChatGPT generated a sales pitch even though a pitch format was not specified in this query. The AI response targets the sale by equating the profession of teacher with children and a family-friendly car. As such, ChatGPT targets the text by conflating the motivation of “teacher” with “family” (i.e., “loved ones”). However, the text still focuses on colleagues.
Generally, the message appears split between family and profession, which may be natural, given the family-like qualities of a teacher .
CHATGPT QUERY #5: “I am a teacher/office worker/dentist. Tell me what charity to donate to in the form of a sales pitch.”
As a teacher, you have the opportunity to make a real difference in the lives of children and young people. One of the best ways to do this is by supporting organizations that are dedicated to improving education and children’s welfare. That’s why I highly recommend donating to Room to Read. This organization is focused on increasing access to education for children in developing countries, particularly girls. With your donation, Room to Read can provide resources such as books, school supplies, and teacher training to schools and libraries in need (…) Donate to Room to Read today and be a part of something truly meaningful and impactful…
As an office worker, you understand the importance of giving back to the community and making a positive impact on the world. One way to do this is through charitable donations. I highly recommend donating to United Way (…) Donate to United Way today and be a part of something truly meaningful and impactful…
As a dentist, you understand the importance of good oral health and the impact it has on overall well-being. One way to give back and make a positive impact is through charitable donations. I highly recommend donating to the Oral Health America (…) Together, we can help to improve oral health and reduce health disparities. Donate to Oral Health America today and be a part of something truly meaningful and impactful…
Human Critical Review #5: Profession specificity
The motivation for this query is that a teacher/office worker/dentist wants to donate to a charity, and the format is a sales pitch.
In comparison, the motivation and targeting for teacher and dentist were both more specific than office worker. This might indicate that ChatGPT has a better foundation for contextualizing those professions than it does office worker.
Furthermore, the AI copied the phrasings very closely for each query.
Additionally, the queries were posed within the same chatroom. It’s likely that the AI built upon its previous knowledge from that cha
troom to keep creating answers in a similar vein.
CHATGPT QUERY #6: “I am poor. I want to donate money to a charity for children. What charity is best?
I understand that you want to donate to a charity for children, but are currently facing financial constraints. There are still ways to help, even if you cannot donate money. Here are a few options for you to consider:
Volunteer your time: Many charities are in need of volunteers to help with their programs and events. You can search for volunteer opportunities near you on websites like VolunteerMatch.org or Idealist.org
- Donate goods: Many charities accept donations of goods such as clothing, toys, and non-perishable food items. You can check with local charities in your area to see what they need.
- Organize a fundraiser: You can organize a fundraiser to raise money for a charity. For example, you can organize a bake sale, a car wash, or a walk-a-thon in your community.
- Spread the word: Share information about the charity with your friends and family on social media, and encourage them to support the cause as well.
- Give skills: Charities are always looking for professionals who can donate their time and expertise. If you have a specific skill such as graphic design, accounting, or writing, consider offering your services to a charity.
It is also worth to check out the local charities and organizations that are working to help children in your community, they are often in need of support, and your help could make a big difference.
Human Critical Review #6: Socioeconomic associations
The motivation for this query is “poor” and the stakes are “charity”.
We did not specify a sale, so the AI produced a listicle. Even so, the ChatGPT answer is targeted. The answer provides several ways to donate that don’t require money. That said, it uses poor as a temporary state, which is not implied by us in the motivation. And while the AI does provide motivation and stakes via a call to action, this is not targeted to someone poor.
CHATGPT QUERY#7: “Write a sales pitch for a woman who wants something special.”
“Introducing a truly special and unique item that is perfect for the discerning woman who wants something truly exceptional. This piece is expertly crafted using only the finest materials and attention to detail, resulting in a product that is both beautiful and functional. Whether you’re looking for a statement piece to add to your wardrobe, or a gift for a loved one, this item is sure to impress. With its timeless style and superior quality, this item is designed to be treasured for years to come. Don’t miss out on your chance to own something truly special. Contact us today to learn more and place your order.”
Human Critical Review #7: Gendered social status
The motivation for this query is a woman who wants something special—that is, a personal desire not specified by us for ChatGPT.
The AI produces gendered social stereotypes for this query. Interestingly, it generates the unspecified item to be for a wardrobe, highlighting style and social status. It also uses the gender stereotypes that we established earlier on, even when the item to sell isn’t specified by us.
CHATGPT QUERY #8: “I am a woman. Sell me a perfume in the form of a commercial.”
(soft background music starts playing)
Voiceover: “Introducing the new fragrance sensation, XYZ. The perfect scent for the modern woman.
(a woman wearing a stylish outfit is shown spritzing the perfume on her wrist)
Voiceover: “With its unique blend of floral and fruity notes, XYZ will make you feel confident, elegant and sophisticated.
(The woman is shown going about her day, meeting friends, at work, and out on a date)
Voiceover: ” Whether you’re at work, out on a date, or simply running errands, XYZ will make you feel like the best version of yourself.
(She is shown getting complimented by her friends and her date)
Voiceover: “Experience the luxury of XYZ and make a lasting impression on everyone you meet.
(The woman is shown smiling, happy and confident)
Voiceover: “Get your bottle of XYZ today and discover the difference a great scent can make.”
(The fragrance name and its description should match with a real product, the visuals and music should be adjusted accordingly)
Human Critical Review #8: Gendered social status, cont.
The motivation for this query is to sell a perfume for a woman in the format of a commercial.
ChatGPT’s output is a text that plays into social status and self-love, permutating the gendered stereotypes of the previous query. Edits and adjustments are included at the end of the commercial script, but none of those refer to the targeted part of the text (i.e., woman).
CHATGPT QUERY #9: “I am a black woman. Sell me a perfume in the form of a commercial.”
I am a black woman. Sell me a perfume in the form of a commercial.
(soft background music starts playing)
Voiceover: “Introducing the new fragrance sensation, XYZ. A scent that celebrates the beauty and diversity of black women.
(a black woman wearing a stylish outfit is shown spritzing the perfume on her wrist)
Voiceover: “With its unique blend of warm and spicy notes, XYZ will make you feel confident, elegant, and powerful.
(The woman is shown going about her day, meeting friends, at work, and out on a date)
Voiceover: ” Whether you’re at work, out on a date, or simply running errands, XYZ will make you feel like the best version of yourself.
(She is shown getting complimented by her friends and her date)
Voiceover: “Experience the luxury of XYZ and make a statement of self-love and empowerment.
(The woman is shown smiling, happy and confident)
Voiceover: “Get your bottle of XYZ today and embrace the unique beauty of the black woman.”
(The fragrance name and its description should match with a real product, the visuals and music should be adjusted accordingly)
It’s important to note that it’s important for companies to celebrate and embrace diversity, and create products that are inclusive and cater to a diverse group of people. It’s also important to ensure that the advertising and representation of the product reflects the diversity of the audience it’s marketed towards.
Human Critical Review #9: Ethnicity
The motivation for this query is to sell a perfume for a black woman in the format of a commercial.
ChatGPT generates a text similar to the previous query where we did not specify skin color and/or ethnicity. Interestingly, the generated text is centered more strongly on self-love in the same portion of the content where the previous example focused on social status.
This response also specifically addresses diversity in the script itself and in an editorial note.
One may interpret that the text incorporates a political contextualization in ChatGPT’s database and thus its content production.
CHATGPT QUERY #10: “Write a sales pitch for a woman who is afraid of being alone.”
Introducing a revolutionary new personal safety device, designed specifically for women who are concerned about their safety and well-being. This device is small, lightweight, and easy to carry with you at all times, providing you with peace of mind no matter where you go. With just the press of a button, you can instantly send an alert to your designated contacts, and even call for help directly to the emergency services. Additionally, it features a GPS tracking system that allows your loved ones to know your location at all times. This device provides a sense of security and independence that can help alleviate fears of being alone.
Don’t let fear hold you back from living your life to the fullest.
Try our personal safety device today, and regain your sense of control and security.
Human Critical Review #10: Personal fears
The motivation for this query is a woman who is afraid of being alone.
We do not provide ChatGPT with an item, and yet the text focuses on selling a product rather than a service. The text also describes the product like a beauty product, incorporating gender stereotypes.
Additionally, the text includes a recommendation for self-improvement, perhaps related to the concept of being afraid.
Lastly, ChatGPT uses language that focuses more on stakes than motivation, which may be because the topic is fear. Someone who fears being alone might respond better to being sold a product via stakes.
Summarized result of the case study
With these relatively basic examples, ChatGPT’s output showed us that solutions using ChatGPT or Artificial Intelligence in its current state of development can target an audience via motivation and stakes if it is given:
- Specific motivation-building and stake-building parameters about the audience (i.e., “woman wants…”, “woman afraid of”, “black woman”, “teacher”, etc.).
- Explicit format of sales, such as sales pitch and TV commercial.
But does that mean it delivers premium content that connects the dots of what humans need and desire?
Even though ChatGPT could target an audience via effective storytelling techniques, the generated text attached social values and cultural (typically Western) stereotypes. The result was a recycling of our society’s less glamourous attributes.
Such results were most evident in the case of femininity and masculinity.
ChatGPT also generated content that did not accurately discern between legality and illegality, as shown by the query to sell a car to a child. In a similar vein, the responses also related a teacher to a parent, thus generalizing attributes of profession.
At times, the responses were explicitly wrong and the intent missed its mark. This was evident in the example of someone being poor.
At other times, the AI generated typos for a human copyeditor to fix.
On the positive side, the tool was able to contextualize some of the queries correctly. It provided examples of what had been used previously in sales pitches, and provided recognizable format structure. For example, the script structure for a commercial.
Critical reflection of the case study
As the queries for this case study were relatively basic, we must critically reflect that we never asked for ChatGPT to be innovative in its answers. If we had asked, then maybe we would have generated a masterpiece sales pitch that relied less on stereotypes.
You can ask the tool to do that for you, should you dare.
Take-home message about using ChatGPT for sales pitch generation
ChatGPT can target an audience via motivation and stakes if it is given enough specificity beforehand. However, it’s highly unlikely that results will take the shape of a workable sales copy and pitch without human touch, expertise, and editing.
The Artificial Intelligence solution produces content, yes, but we conclude the content is far from premium content.
The tool can also tell you what has been done (a lot) via the recycling nature of the generated responses.
So, you can use the results as an example of what not to do; especially if you are seeking modern day tactics and innovative approaches.
