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AI Copywriting Workshop
Session #1
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Quick
3-Day
Overview
• Tuesday: Research, Avatar, Offer
Creation, Big Ideas, Unique
Mechanism
• Wednesday: Frameworks
(Stories, Angles, Hooks, etc.),
Bullets, Emails, Ads, Landing
Pages
• Thursday: Sales Pages, VSLs,
Checkout Pages, Upsells
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Who is
Sam
Woods
• Copywriter and AI amateur
• Ex-agency owner, $28M
over 10 years (partial sale in
2019)
• Generated north of $217M
for clients
• Work on special projects with
select clients
• Using AI for copy and
marketing since early 2019
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Partial Client List

 SamCart  Paul Lemberg
 Explainify  Google
 Basecamp  Atlassian
 Spy Briefing  Traffic & Funnels
 Alex Hormozi  Shopify
 Seller Labs  Dr. Axe
 HubSpot  Salesforce
 Jungle Scout  Authority Nutrition
 AWeber  Predictable Revenue
 IBM  Teachable
 Copyhackers  Carline Anglade-Cole
 Agora Financial  Pitch Anything
 M oney M ap Press  AppSumo
 Amazon
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Quick
Generative AI
Introduction
• Generative AI and
prompts
• GPT-2, GPT-3, chatGPT,
GPT-4
• Almost all AI text tools
use GPT-3 (davinci)
• Dall-E, Midjourney, Stable
Diffusion
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What's coming
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Today's
Session
 Live W riting Demo
 Prompt Craft & Engineering
 Prompt Process
 Research
 Research for product/service
 Research for avatar/market
 Bionic Analysis & Prompts
 Review, competitor, etc. mining for
Negative/Positive, Psychographics
 Discussion / QA
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Today's
Session
Outcome:
Creating (documents
with) drafts that will
turn into short-form
copy (Session #2) and
long-form copy
(Session #3)
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Prompt Craft /
Engineering
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Anatomy of a
Prompt
A prompt is a ‘unit of
thought’
The fundamental unit of
thought and of interacting
with a text generator like
chatGPT/GPT-3 (and other AI
tools, including for art,
visuals, music, and audio).
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Anatomy of a
Prompt
A prompt consists of:
• FUNCTION: Clear,
specific description,
instruction or question
• CONTEXT: Related
context and key elements
• MODIFIER: Words or
phrases that adjust and
refine the output
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Anatomy of a
Prompt
Human touch:
• You apply copywriting
thinking to AI
• Don’t become psycho
sponge bob
• And turn what you’re already
doing into prompts, and
more
• You can turn frameworks and
templates into prompts
• Give AI your own ideas and
information.
• Use AI to rework it into
expansions and variations.
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Anatomy of a
Prompt
• Every human on earth uses
prompts every day
• It’s called communication,
language with questions,
statements, asking for more
details, to expand, discuss,
object, and the list is endless
on how humans
communicate
• You’re already using prompts
when you search Google
• If you develop (code), then
code is a series of prompts
that turn into software
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Anatomy of a
Prompt
• Interacting with
chatGPT and GPT-3,
and at this point, any
other “AI” tool is simply
(human)
communication with a
“robot”
• A prompt is a written
instruction in natural,
human language that
is understood by the
AI and outputs a
response the AI
predicts is what you
want.
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Mistakes & Best

Practices
M istakes:
• Believe anything it says
• Asking a writing AI to do math or facts (so
bring the facts to it)
• Not being specific about your
audience/goals
• Generating too much content and getting
overwhelmed
• Don't ask it for opinions or to make
choices, it will often decline to do so;
• Going direct and asking for “write me an
email about fixing headaches”
• Weak prompts tend to produce the most
average, expected ideas and text
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Mistakes & Best

Practices
Best practices
• Be specific, clear, and concise
• Not easy to misinterpret
• Provide descriptions/examples
• Ask for a type of information
• Define your desired outcome
• Define your audience
• The more context you provide, the better
the results
• Requests a specific goal
• Sourced from human ideas
• W ritten in a way an AI can easily
understand
• Asking the right questions always have
been an important skill
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Mistakes & Best

Practices
Future-proofing your prompt skill
• "Talk to it" like a human would
• They’re fine-tuning and filtering
their models to be as “natural” as
possible in interactions
• Go from generic and into
specifics
• Don’t talk to it like a dumb robot
(though it still kind of is)
• "Talk to it" like you’re talking to a
very smart friend
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Research
Across 2 categories:
• Product/service
• Avatar/market
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Research
• You could use chatGPT/GPT-3 and other tools to discover and
formulate NEW products or services to sell
• But you still need to know W HAT you’re going to sell in a broad
sense (i.e. software, lawn mowing, facial cream, supplement for
supporting metabolism, and so on)
• Regardless, starting from scratch or developing something that
exists, the process is the same
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Research
• Explore Negative vs. Positive
• Negative
◦ Problem to be solved
◦ Pain to be relieved
◦ Fears to alleviate
• Positive
◦ Goal to achieve
◦ Job to be done
◦ Desire to fulfill