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How are PMMs leveraging AI in their messaging efforts?
AI is rapidly changing the way PMMs work, and I'm excited to see how it's evolving our messaging efforts. Here are a few ways I'm personally using AI, and some trends I'm seeing across the field:
AI as a Thought Partner: We use AI tools like Gemini and Writer.ai as collaborative thought partners. They help me brainstorm ideas, explore different angles, and refine my messaging. It's like having an extra brain in the room or a partner when you want to brainstorm.
Prompt Engineering is Key: The real magic of AI lies in crafting effective prompts. The more specific and detailed your prompt, the more relevant and helpful the output will be. I think of it as giving clear instructions to a colleague - but again - you need to refine and refine until you get what you want out of it.
Generating Creative Content: AI is great for generating creative content, whether it's coming up with catchy names for products or campaigns, crafting compelling analogies, or even suggesting memorable acronyms (like the D-A-T-A example I mentioned earlier). This has been the most helpful for me to think of new creative ideas.
Overcoming Writer's Block: We all have those moments where the words just don't seem to flow. AI can be a great tool for overcoming writer's block and generating fresh ideas.
Tailoring Messaging: AI can help personalize messaging for different audiences and channels. By feeding it information about a specific segment, you can get tailored messaging suggestions that resonate more effectively. This has been a time saver for me especially by industry.
Efficiency and Productivity: AI can automate tedious tasks like summarizing research, creating variations of copy, and even translating messaging into different languages. This frees up PMMs to focus on more strategic work.
However, I'm a big believer that AI is a tool, not a replacement for human creativity and judgment. PMMs still need to bring their own expertise, insights, and understanding of the customer to the table. If AI did everything - I think everything would just be beige and boring! :)
It’s likely no secret that generative AI can be a helpful thought partner and writing sidekick to any PMM. If you haven’t started experimenting with ways to integrate it, there is no time like the present. In the last few months, I’ve been loving using the “Copywriter GPT” on ChatGPT to ask for lists of alternatives to basic messages that I like the idea of, but not the sound of.
What’s so great about this, is that you can reinvest the time savings you gain in copywriting and copyediting further upfront in the strategy process. This frees you up to focus on the uniquely human decisions that go into successful messaging, which include:
What features and products are we going to feature as our cast of leading characters
What benefits and value props do we want to tell a story around that those features fulfill, and
How do we want to uniquely position ourselves in the landscape of alternatives?
I find that spending enough time on those questions can get you to a pretty decent starter framework with a series of hypotheses and positioning angles to consider.
Once you’ve got some of those angles listed out, you can start drafting short form copy and asking your favorite LLM for alternatives. This usually helps me work my way towards something that feels more complete, or at least punchier.
You can try re-prompting ChatGPT or your chosen LLM with further style notes from your brand voice and tone guidelines or just with insights about your target customer. I am guilty of asking ChatGPT to write in a way that would appeal to Gen Z, and though I asked it not to lean too much into slang, some really hilarious stuff came back. 😂 Make sure to use your judgement!
Ninety percent of the time, I still apply some editing to what has been given back, but AI can help work me towards synonyms or turns of phrase I might have overlooked.
Lastly, once I’ve assembled all my alternative messages, I like to run some form of quantitative or semi-quantitative message testing to hone in on the best positioning angle(s).
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