5 Ways AI Can Elevate Your Sales Copy

If you’ve been struggling with writing sales copy that converts or feel embarrassed because your competitor’s copy seems to catch so much more attention (and sales), you’re in luck.

In the past, you were required to be a high-level copywriter in order to compete.

Today, though, in 2024, artificial intelligence has made writing high-level copy easier than ever.

So if you’re worried that you’ll never make more sales due to your copywriting skills or you want to take your existing skills and polish them up, AI can help.

It can make your life easier, make creating high-level copy even faster, and can help increase your conversions when you use it the right way.

Which is exactly what we’re going to cover in this guide.

By the time you’re done reading, you’ll understand how to tap into artificial intelligence to take your sales copy to the next level while saving time — and frustration.

To do that, there are 5 different strategies you can use right now.

1. Know Your ICP Better

When it comes to writing high-converting sales copy, there are two factors in play.

The first is understanding the sales psychology behind what makes people buy.

The second is understanding who you’re attempting to sell something to and what would make them want to buy what you’re offering them.

When you truly understand your ideal client profile (your ICP), you can overcome a lot of what people get wrong with the first one.

Artificial intelligence can help you understand your ICP better so that it’s easier for you to connect what you’re selling to why they want to buy.

The sales psychology, from that point, will take care of itself in most cases.

But knowing your ideal client profile starts with understanding their most pressing pain points and challenges.

Knowing this will help you position your product or service as the perfect solution to help solve those pain points and challenges.

With artificial intelligence, you can dig into your ideal client profile’s goals, and aspirations, and understand how they define success.

This is going to help you communicate the value of your product and service using terms that matter most to them.

You’ll be able to custom-tailor your messaging, ton, and offers to their specific needs.

To get started, you can prompt a tool like ChatGPT.

Here’s what a sample prompt could look like:

Leadership Ascent Coaching is seeking to better understand its ideal customer profile to create more effective sales copy and improve its marketing efforts. Here is info about the company:

• Company Name: Leadership Ascent Coaching
• Service Offering: Executive coaching services for mid-level to senior executives
• Target Industries: Technology, Finance, and Healthcare
• Geographic Focus: Major metropolitan areas in the United States

Help identify the key characteristics of our ideal customer: 

• Demographics: Age range, education, income level
• Professional Background: Job titles, experience, company size, decision-making authority
• Goals and Aspirations: Career objectives, leadership development goals
• Challenges and Pain Points: Common leadership challenges, skill gaps, work-life balance
• Behavioral Traits: Communication style, learning preferences, values
• Online Behavior: Social media usage, preferred content formats, industry event engagement
• Purchasing Behavior: Previous coaching experience, selection criteria, budget allocation

When I plugged that prompt into ChatGPT, here’s what it gave me:

By using ChatGPT, we were able to better understand the target audience for Leadership Ascent Coaching. This will help get into the way their perfect ideal client profile acts and thinks so that the copy created for offers directed toward them is more effective.

If you want to make your copy more effective, understanding your ideal client profile better than they understand themselves is a great way to do it.

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2. Analyze Reviews to Write Your Copy

Another great way to write better copy is by reading and analyzing reviews to understand exactly what made that person purchase the product or service.

Compared to marketing insight sessions, where you group people together and ask their thoughts, most people leave a review while being anonymous.

That means they are more open and free to say what they truly feel about a product.

What they like, what they don’t like, what was going on before they purchased, their experience after they purchased, and whether or not they would buy again.

This type of insight can be an absolute goldmine when you’re looking to improve your own copy.

And with artificial intelligence, these reviews can be analyzed for you, helping you uncover exactly what made someone purchase.

The AI tools can process a large volume of customer reviews and identify common themes, opinions, and emotions expressed by customers.

For example, Amazon uses AI to summarize all reviews for a product:

If you’re a seller or you’re using this technology for yourself, you can use the insights you gain by analyzing these reviews to better understand which features and aspects of your product or service that potential customers may value the most.

Then, by pushing these most compelling selling points in the copy you create, you can more effectively convert the attention that you’re getting with your ads.

For instance, let’s say you’re selling leggings and want to make sure people who see your ads are actually interested in buying your products.

Based on the screenshot above, using what you see in the AI summarization, you could write a headline along the lines of: 

Compare this to other types of headlines (the ones most people use) like:

The first headline relies on what customers have already said about why they purchased and what they loved about the product they purchased.

The second one, though, is more general in nature and focuses on using a discount to get people to buy.

While the second headline could work, and the discount helps seal the deal, it’s generally weaker than tapping into what motivates customers who may be interested in the leggings.

The first headline when combined with a discount code would be incredibly effective at driving new sales into your business — if you sold leggings.

As an alternative approach, you could take what you learn through having AI analyze reviews and focus on the versatility and value aspects that were mentioned.

A headline, in that case, would look something like this:

If a potential customer is worried that the leggings may not fit their specific body type or that the leggings will be too expensive to purchase multiple pairs, this headline addresses both objections.

But this information wouldn’t be available without you analyzing the reviews past customers have already left on products similar to the ones you’re selling.

And, unless you have hours and hours to spend, analyzing these reviews could take a ton of time without the help of artificial intelligence.

To get started with this strategy, you can gather a dozen reviews from past customers, ranging from 1-star up to 5-star so you have a good blend of what people were happy about — and what they were unhappy about.

Then you can plug those reviews into a tool like ChatGPT with the following prompt:

ChatGPT will produce a goldmine of information that you can use in your ads and sales copy.

It can also help you improve your product if you find out that you may be guilty of one of the things that kept people from buying — or that they were unhappy with your competitor’s product.

3. Grammar and Style Improvement

Now, something you won’t hear most copywriters talk about, and something some copywriters even say isn’t important, is grammar and style.

But when it comes to operating a professional brand that instills trust in its customers, well-written, error-free copy helps convey professionalism and attention to detail.

This, by itself, can help keep you from deteriorating the trust that you’re attempting to build with your audience and potential customers.

On top of that, a compelling writing style and tone can help you convey emotion, influence decision-making, and help persuade your readers to take action.

For example, let’s say you are building an online dog training service that offers virtual classes and personalized training plans.

Your core message is that your service can help dog owners train their pets more effectively, resulting in better, well-behaved, and happier dogs.

For your ideal customer profile, you may be looking at two different audiences.

The first would be busy, young professionals who may not necessarily have the time to effectively train their new dog.

The second could be older individuals, like senior citizens, who can’t properly manage an ill-behaved pet and need guidance on how to make their dog obey commands and remain obedient.

For these two examples, the style and tone that you use would be dramatically different.

For instance, with a younger demographic, you can get away with a more humorous, relatable style.

On the other hand, a more warm and empathetic style would resonate better with senior citizens.

By shifting your style and tone based on the demographic that you’re targeting, you can avoid offending certain people or having your message fall flat because it doesn’t resonate with another group.

Now, let’s say you plug a prompt into ChatGPT, asking it to give you recommendations:

Prompt 1: “Write humorous sales copy for an online dog training service targeting busy young professionals. Use a playful tone and relatable examples. Emphasize convenience and fast results.”

Here’s the result you can expect:

If you’re communicating with senior dog owners, here’s what it would look like: 

Prompt 2: Create warm, empathetic sales copy for an online dog training service targeting senior dog owners. Use a gentle tone and acknowledge the special bond between owner and dog. Highlight the personalized approach and benefits of a well-behaved, happy dog.

Here’s the result you can expect:

So the service you offer is still the same but, with AI, you’re able to effectively write two different styles of copy for two completely different audiences — and do it very quickly.

And when you’re crafting prompts, you want to consider the following elements:

1. The desired style and tone (e.g., humorous, warm, informative).
2. The target audience (e.g., busy young professionals, senior dog owners, new dog owners).
3. Specific points to emphasize (e.g., convenience, personalized approach, expertise).
4. The key benefits to highlight (e.g., fast results, strengthened bond, long-term behavioral improvements).

Each of these elements will help AI dial into exactly who you’re looking to attract with the copy, making the end result as usable as possible.

4. Competitor Insights

You can also use AI to analyze your competitors to identify opportunities to differentiate your offer from theirs and create unique copy based on that differentiation.

One of the ways you can do this is by going through their reviews on platforms like G2, Capterra, TrustPilot, or Google Reviews.

When you’re analyzing their reviews, you want to look for key phrases, topics, and themes that appear most frequently in your competitor’s sales copy.

This is going to help you identify their key selling points while identifying gaps in their messaging that you can capitalize on.

For example, let’s say you’re a competitor of a project management tool, Wrike.

Go to their Capterra/G2 page and check out some of the ‘dislikes’ people have mentioned.

Then you can feed these into an AI tool like ChatGPT.

You can use this prompt to start analyzing them:

“After reading these reviews, identify and list the top 5 dislikes or most important missing features of Wrike. Please organize them in order of significance based on the frequency and importance of the issues mentioned.”

Once you have the list, you can feed this information into the AI and ask it to generate a piece of copy that highlights how your product solves these specific problems.

Here’s an example of the prompt you can use:

“Write a concise piece of sales copy that addresses the following pain points mentioned in a competitor’s review:

1. Complicated and not user-friendly interface
2. Lack of formatting options in tasks
3. Delayed or excessive notifications

Emphasize how our product solves these issues. Keep the copy brief and persuasive, as it will be part of a longer sales page.”

Then, here’s the result from the prompt:

If you’re looking to capture market share that your competition has already captured, using these prompts is a great way to set yourself apart.

This is especially true if the customers you’re trying to attract have used your competitor’s products and felt let down in some way.

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5. Translate Features Into Benefits

In copywriting, there’s an old rule: “Features tell, benefits sell.”

And if you want people to resonate with your offers, you want to tie what they want into the benefits of what you deliver — instead of just laying out the features.

To help you understand the difference between the two, take a look at this sales page:

It’s packed full of features.

Video lectures, licensing, supporting materials, members-only discussion group.

Those are all great but they don’t actually speak to the benefits of having those features in the offer.

Why would someone care about each of those features and what is it about them that would make someone go from a “maybe” to a “yes” in the buying cycle?

This is something AI can help you with.

By telling it to help you write benefit-driven copy, it can uncover how someone would benefit from the feature that’s being given to them.

To do that, there are 4 things you want to do:

• Create a detailed list of your product features
• Describe your target audience, including their demographics and psychographics
• Explain common pain points or needs of your audience
• Request the AI to translate these features into specific, audience-focused benefits

Let’s use our example from above to create benefit-driven copy.

You can use this prompt:

“Translate this feature into benefits that address the needs of busy professionals seeking personal development. Feature: “8 Video lectures, with audio versions.”

Here’s the result you’ll get:

By translating this feature into a benefit, the person reading the copy can start to visualize how that feature impacts their life.

If they’re a person on the go, having access to video and audio versions that they can listen to when they’re busy becomes a stronger selling point.

Choosing the Right AI Copywriting Tool

While we’ve featured ChatGPT in this guide, because it can be incredibly powerful when it’s used the right way, there are a lot of options available.

Unfortunately, though, not every tool is built in a way that focuses on marketing and sales copy.

A lot of the tools available aren’t very easy to use, either.

They give you a blank screen and, if you aren’t familiar with writing copy, you may end up lost and confused about where to start.

This is why ClickFunnels features a new “Smart Funnel” that aims to make building effective sales funnels as easy as possible for you.

All of the pages you’ll need are included, from the pages themselves to the copy, images, forms, you name it.

The “Smart Funnel” provides an interactive, guided experience to create highly effective funnels without needing deep marketing or technical expertise.

The process begins by collecting some key information about you and your business:

You can select from different funnel offer types, like optins, application, webinar, broadcast, etc.

The structure for the funnel is automatically built out for you based on proven templates for that funnel type:

Then, the AI helps create engaging copy, refine the messaging, and design site elements that match your brand.

Based on a few inputs, here’s the landing page it generated:

Using the new Chatbot, ClickFunnels users can quickly and easily harness the power of GPT AI to write their sales copy and content without having to leave the platform.

To do it, you can select any element on your page and ask Napoleon (ClickFunnels’ AI Chatbot) to start working on your copy.

You can change the tone, rewrite it, shorten it, or lengthen it:

Here’s another example:

Then, when Napoleon has helped you perfect the page and the copy, you can go live with the funnel and immediately begin driving traffic to it.

All of this happens by tapping into our more than two decades of experience selling hundreds of millions of dollars worth of products online.

Instead of spending years mastering all of this yourself, you can use ClickFunnels and Napoleon to have it up and running in an afternoon.

To see how powerful it really is, click below.

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