How To Call In The Advertising Greats

In less than a month, ChatGPT will be two years old. Where did the time go?

One of my first posts on this site was about how to get Don Draper (the lead character in the TV show Mad Men) to write your listing copy.

I’ve only actually just started watching Mad Men. On the one hand, I think Don could have been great at writing listing copy (“Advertising is about one thing - happiness…”) and on the other, he didn’t seem to spend enough time working during the time he was actually “at work” to know what sort of a genius he actually was.

According to Wikipedia - the source of all truth in the world, right behind Facebook - the character of Don Draper is partially inspired by Draper Daniels, a creative director at Leo Burnett advertising agency in Chicago in the 1950s, who worked on the Marlboro Man campaign; and by Bill Backer, an advertising executive at McCann Erickson who created the "I'd Like to Buy the World a Coke" ad in 1971. 

So, between them, they probably would have been great at writing listing copy.

But I’ve started reviewing some of my very early posts, and I think its time some of these prompts and tools got a 2024 update.

So here we go…

Call in the experts

The original prompt was:

Could you please act as a copywriting expert - for example - Don Draper - and write me an opening hook that will stop the scroll?

For an early attempt, this is not totally awful; I’ve given ChatGPT a role, given it some context, and asked for hooks (and you have to know about the fabulousness of a good hook to be able to ask for one).

So, there are some solid prompt building blocks there.

But knowing what I know now, here is how I would restructure this one (and yes there are a lot more words…)

Craft an attention-grabbing opening hook for a digital advertisement that effectively captures the target audience's interest in the style of a renowned copywriting expert. 

# Steps 

1. Understand the Target Audience: Consider the demographics, interests, and pain points of the target audience. 

2. Identify Key Message: Determine the core message or unique selling point that needs to be conveyed in the hook. 

3. Create Intrigue: Use language that evokes curiosity, emotion, or a strong desire to learn more. 

4. Incorporate a Unique Voice: Channel the persona of an iconic ad figure, such as <insert your favourite ad guy here>, to add charisma and persuasive power to the copy. 

5. Keep it Succinct: The hook should be brief yet powerful enough to capture attention immediately. 

# Output Format - A single, powerful sentence or a very short paragraph designed to engage and intrigue the reader instantly. 

# Notes
1. The hook must be versatile enough to be effective across various platforms, including social media, email, and online advertising. 

2. You must ask the user questions to tailor the prompt further, such as specifics about the product, details about the target audience, or any unique aspects of the brand that should be highlighted.

Here’s a breakdown of what’s changed:

1. There is a clear plan (steps) to make sure all the key elements of writing a good hook are covered

2. There is a clear focus on the audience rather than the features of the service (or product)

3. We are spotlighting what makes the service (or product) unique

4. We’re creating something short and impactful

5. We’re not just giving ChatGPT a role but also calling in the experts—your favourite ad guy. If you don’t have a favourite, ask ChatGPT for the 10 best ad guys of all time and choose your favourite.

6. The “Notes” section is where ChatGPT considers important matters —such as the type of output we want—and asks for user input.

Try both prompts side by side and see which one works better for you.

Happy Hunting 🚀