I've been getting a ton of feedback on some other posts I've made here regarding AI models & content creation. So I decided to make a more fleshed out post here.
Insanely-detailed, unique, and well-crafted superprompts are powerful:
I’m a huge hater of all these inherently-simplistic, fundamentally-flawed “pre-built prompt packs”:
Here’s an example of a lazy / ineffective starting-point prompt:
"I work at Salesforce, write copy that sells our new AI product within our Sales Cloud for the medical market."
Here’s an example of a good / effective starting-point prompt:
I want you to rewrite the following website copy that's going to go on a Salesforce.com product page promoting our new Healthcare CRM functionality revolving around AI:
This new functionality lets sellers leverage AI-driven relationship insights to enhance their ability to cultivate medical sales. I want you to write copy that highlights how Einstein Relationship Insights can uncover hidden relationships within key decision-maker networks, leading to warm lead introductions. Also, incorporate how AI can improve productivity by facilitating faster connections between healthcare sales reps and medical providers. Bear in mind that we're the leading CRM provider in the world and already work with organizations like Humana, MIT, Novartis and thousands of other recognizable brands within healthcare (feel free to link to our customer stories). Make the copy concise, conversational and skimmable - the goal isn't to get visitors to read every word, it's to get them excited about using the product.
Here is some boilerplate product copy to use:
Sell smarter with AI for sales built directly into your CRM. Guide sellers to close faster while automating and personalizing sales tasks with Einstein GPT.
Call Transcription and Next Step Guidance
Log and transcribe calls automatically and improve rep follow through.
Customer Signals
Get key sales call insights to quickly move deals forward
Self-Serve Seller Onboarding
Reduce ramp time by sharing successful sales calls with new reps.
Relationship Mapping
Find warm intros and build relationships by learning about decision makers.
Data Collection and Matching
Get key context from relevant sources across the web pulled into your CRM.
Automated Research Efforts
Receive relevant deal info as you browse the web, no matter where you are.
Sales Cloud
Max out efficiency with better automation, data, and intelligence.
Einstein Conversation Insights
Accelerate time-to-close and scale coaching with actionable insights from your sales calls.
Sales Analytics
Drive forecast accuracy, grow pipeline, and optimize revenue with Sales Cloud and Tableau insights.
Sales Engagement
Accelerate sales with engagement built directly into your CRM. Connect with buyers and drive action.
Here is some general voice-of-customer data on our products that’s filtered only to include enterprise clients. Blend this in with the copy to make it really customer-centric.
- "We use Einstein Opportunity Scoring to measure the probability of opportunities being converted to sales and to identify at-risk pipelines. In conjunction with Sales Cloud and Forecasting, it has improved win rate by 14%."
- "Salesforce Sales Cloud gives our company powerful lead management tools, which addresses the issue of ineffective lead management. Our sales teams can efficiently gather, qualify, and track prospects with the help of Sales Cloud, allowing them to focus on high-potential leads and organize their priorities. This tailored strategy boosts sales productivity, improves conversion rates, and eventually promotes revenue development."
- "You need this to stay relevant"
- "Do it. Recognize it's an investment - garbage in, garbage out. If you're willing to put the work into keeping the data accurate, etc, it will prove itself time and again."
- “Driving sales, managing pipeline, improving customer relationships/satisfaction. With a B2B software used by thousands of people per territory, having a way to keep everyone straight is vital to our success. Not only keeping the individuals straight, keeping opportunities top of mind with the relevant stakeholders is much easier through a platform like Salesforce as well. We've effectively been able to grow our company 50% YOY for the past 10 years using Salesforce as our CRM. Does what we need!”
Lastly, remember that this is going to be distributed to help with acquisition and retention, so feel free to give a couple variations for clients who do not use our Sales Suite and clients who have been with us for years, and delineate between the different goals.
When you work to develop your own unique way of prompting AI content tools, you’ll resultantly generate uniquely-positioned information. And isn’t that the goal? When everyone uses the same prompt templates, all we get is more sameness (and we have plenty of that already).
You were never paid to be just a writer. You’re paid to be a market researcher, interviewer, strategists, content planner, growth consultant and, yes, writer.
Don't forget, interviewing customers, getting sales strategies, analyzing chats, and teaming up with customer success - all these feed your AI with useful info. Without them, your AI is just spinning its wheels.
What's crucial?
- Knowing how to feed models
- Being able to fine-tune what the model gives you
Combine these skills, and you'll turn data into engaging copy that gets results. If not, you risk ending up with "garbage in, garbage out" content.
The goal isn’t speed alone. It’s depth & quality + speedy iteration
The goal is quality and depth, quick iterations being a bonus.
Marketing is an ongoing conversation with your audience - spouting nonsense faster won't win you sales & market share. Saying the right things, in a better way, will.
We've had sentence generators since the '90s, but they often miss the mark in delivering sales copy that sells. That’s why we need copywriters who understand the sales process to guide the entire process.
What do you think? Agree, disagree, or have something to add?