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The Wellness Creator Podcast is your go-to source for expert insights and actionable tips in the evolving world of health, wellness, and spiritual-based business. Join us as we explore proven online growth strategies, chat about current trends, and interview fellow wellness creators who’ve managed to turn passion into profit by helping people live better, healthier lives.
Marvelous (00:00)
Hey everyone. Welcome to the wellness creator podcast. My name is Sandy. I am doing my first ever, I think my first ever solo episode today as Jeni is away on some well-deserved vacation and traveling with her family. So I miss her, but I have a topic that I am super passionate about.
And I thought this would be a great opportunity to, to take and just really teach you how to make your own copywriting assistant using AI. So, yeah, I'm very excited about this. It's a little more of a how to episode, but I think it's going to work. let's go. So
I know that so many of you are using AI, which I think is great, which is amazing, but too many of you are simply just pasting in pre-written prompts into the basic free chat GPT. And that is great. That is amazing. It is a way to get comfortable with AI. It's a way to start. It's a way to start experimenting with it, but
Uh, it's like using only 10%, even like 1%, I would say of what's possible for you with copywriting and AI. again, remember, I really am going to focus this entire conversation about copywriting for your business. So I want to show you, I'm going to talk through how you are going to set up chat GPT or Claude, um, to feel truly like your actual assistant.
your actual like writer on your team. So that really produces copy that is just incredible. That is just amazing. One that absolutely nails your brand voice sounds like you and no one is like, huh, I think this might be AI. So at the end of this episode, my goal for you is to first understand the concept of projects.
and know how to train these projects so that you actually have an AI assistant that will do your copywriting for you and save you hours and hours and hours each week so that you can do much more fun things and sit in front of a screen and try to type out your copy.
So as I said, many of you are definitely using, you know, copy and paste prompts, which is great. ⁓ we have one, a marketing bunch of marketing prompts. It's sold really well. And it's a, as I said, it's a really great first step. The problem though, when you just use the little chat, ⁓ window is that the tool, the Claude.ai or chat GPT is not trained on your tone.
It doesn't know your business or your goals. So of course the output, like let's say you say, write me a welcome email. You know, it's just kind of meh. It's kind of, it's just average. It's not, it doesn't spark. It doesn't sound like you and it's not going to convert obviously.
So what's happening here is that it's just relying on all the other copywriting, you know, in its model to kind of pull together and write something for you. What would work better is if you in that chat window could ⁓ tell it, you know, let's say you're writing a launch email. What are you launching? How much? When's the launch window? How many days? Who is your audience? What is their pain point? What is the thing that you're selling?
product or course or whatever, what does it do to help them solve their problems? you know, like there's so much information you'd have to give it to get really, really good copy. And that would probably work if you took the time to give it all that information and in that basic free chat window, it would probably work. Okay. However, the next time you go to launch,
You're going to have to do that all over again. You're going to have to feed it all the same information so that it gets to know you. So the better way to do this, the more sort of permanent way to do this is to use projects. And this is a complete game changer for anyone doing copywriting for business. So both Claude and ChatGPT have this feature called a project. ⁓ you are going to have to
pay the monthly fee or the annual fee, you're to have to upgrade to a paid subscription in these tools to access this feature. I think right now that chat is somewhere in the neighbor of 20 ish dollars US. And so I know for me, I pay, think 26 Canadian every month, but it is honestly, honestly the best money you could spend.
let me describe exactly what this feature does.
So inside both Claude.ai and chat GPT, the project. once you upgrade to a paid subscription, you'll see new project. Use a little plus sign. The icon for that in both platforms is a folder. So these platforms really think of projects like a folder, but with memory. I personally, that doesn't click for me. So I really like to think about this project.
this folder as an assistant. Okay. So I throughout this, the rest of this episode will use project and assistant as the same thing. Those will be used interchangeably. Okay. Same thing project and an assistant. And of course an assistant has memory, right? Of course an assistant has memory and you get to train this assistant by giving it all the information about who you are, what you're selling, what you're doing,
your audiences, what they struggle with, what they need, what their questions are to you, all the things about you. You're going to give it, ⁓ give that to this assistant and then it is really going to sound like you if we can train it. And that's what I'm going to teach you in the rest of this episode.
And really this is the difference between very average blah. I think this was written by AI copy versus like, this is fantastic. I want to buy this. Right. So with your projects, I'm just going to describe how I've got mine set up. So I, for most of my copywriting, I use Claude.ai and I have probably, I don't know, maybe 10 different assistants or projects under Claude. So I have one
⁓ assistant who is specifically trained on launch emails. have one who is specifically trained on blog post writing one for social posts, one for newsletters, one for podcast. And so my point here is that the, the assistant is trained very specifically on one type of copywriting. So you're not going to use an assistant typically. I wouldn't anyway, you're not going to use an assistant, one assistant to write your newsletter.
and write your podcast copy summary that you just, you really want to zone in and be very specific around around the task. So for this episode, I'm going to use one continuous example here. And my assistant in Claude that I use for podcast is her name is Polly. She's my assistant Polly. She lives inside Claude.ai as a project.
And I use her, we produce a podcast every two weeks. And so she is dedicated to helping me get, ⁓ to write all the copy for all the podcasts. So that means that she understands what our podcast is about, who the audience is, what they are struggling with, what they turn to us for. ⁓ she knows exactly what pieces of copy I need from a one episode transcript.
⁓ so she also knows how long I want things. She knows the tone. She knows the vibe. She knows what words to use, which phrases never to use. and so I've defined that I've trained her and every single week when she produces the copy I need for the podcast, I give her feedback. I will talk to her and I will train her even further. Like that is way too serious. Like this is really boring. Can you like give me a little bit more fun?
And so she learns what I want from all this podcast copy so that when I go back to her the two weeks later to produce another, ⁓ all the other pieces for the next episode, she knows what I want. So I'm constantly training her. So it's very much like having a human assistant.
Okay, so let's talk about how would you actually train an assistant? does that mean? What would we actually do? So this is why you want to upgrade. This is exactly why you want to use these projects or these assistants because you can train it. As I just described, it can really get to know you and get better and better every time that you use it. So,
The feature of the projects or assistants is that you can upload documents and give it examples and you can give it very, very specific instructions, almost like a brief. Here's what I expect of you on what you want the outcome to be. So just like if you were to hire a real person, you're not just going to go say, you know, a real person for your copywriting. You're not going to go say, Hey, can you just go and write me a blog post on this topic? No, you are going to train them. You are going to give like, get them to read.
your blog, you are going to get them to read your emails. You are going to teach them about the audience, the reader so that they can nail the right tone, right? The right words, the right feeling of, that, of that piece. So you're going to teach them so much in this exactly the same way you're going to train your, AI assistant for you. So there's two steps to training your copywriting assistant. The first step is you are going to upload
documents, PDFs, and give it actual examples of your voice, of your writing. So if you have, you know, past blog posts, past emails, you're going to upload that and say, here's an example of things that really worked well. The second step is you are going to write system instructions. So both Claude, once you open a project in Claude or chat, you will see there's a little section for instructions.
⁓ and so we're going to give it these very specific instructions on how to act and how to behave. I don't like the word, the word system instructions. just sounds very bro-code-y or something. We're going to call it a training manual, right? So you have a project, which is your assistant, and you're going to give it examples and you are going to give it a training manual. And in the, these platforms speak, is called system instructions.
Okay. So let's cover the first step. So uploading documents, the more examples you can give your copywriting exist, ⁓ assistant, the better it's going to be examples of existing writing that you are very happy with that worked good click through rate or really, you know, embodied who you are and how you speak. Examples are the fastest way to teach the style to the AI and to teach what you expect from it. ⁓
It's like giving the AI an example of what great looks like, right? By giving it examples. So in my case with Polly, what I did to train her initially was I gave her the description of the podcast, which I use for, ⁓ all the podcast apps, you know, it's on Spotify, it's on, ⁓ Apple podcasts. ⁓ if you have any, ⁓ like a website about your podcast,
copy and paste all those words and upload that. ⁓ I also gave her Polly examples of emails that I wrote about different episodes so she could see how we speak to our audience. Anything that you have in existence that you wrote in the past that will give your assistant a sense of brand voice should be uploaded, right?
So if you were using, if you were creating an assistant for blog posts writing, let's say, I would give it at least a good five to eight examples of blog posts that you're really proud of, that you really like, that you want to be emulated, right?
Okay, so that's pretty straightforward upload to your assistant. like upload examples of your voice and specifically whatever the task you've given it, give it examples of that task, blog posts, podcast emails, whatever it may be. The second step is, the system instructions or as I like to say, training manual, we're going to write the training manual for this assistant.
This is how, where you're going to tell the assistant how to behave, what to do, what not to do. And probably that's even more important is like, be really clear what you don't want. So this is like an employee guidebook. It's like the writing guideline. It's the really the rules on how to operate your training manual is going to have four different sections.
So the first section is role. Who is this assistant pretending to be? You want to define its role and AI behaves very differently depending on the role that you give it. Okay. And I'm going to go in more detail in a second here, but I want to just knock out these four different sections. So one is role two, the second,
section is the backstory. So in your training manual, you want the assistant to know about your business. What do you sell? What kind of service do you provide? Who is the audience? What are your goals? What are their goals? Why do they turn to you? This is where you kind of literally give the backstory. What is catch this AI up, talk to your assistant on the big picture of what you're trying to do here. Okay. Three is the creative guidelines.
This is probably going to be the longest section. This is giving the assistant the exact rules or guidelines on how to behave. What should it do or not do? And I think what it not do is often forgotten. So we really want to make sure that we cover like I never want to see. So this is really what shapes the tone of the writing, the structure, the order, the, the, how long are the paragraphs? How long is the entire thing?
really want to bring that personality through the writing. This is going to be this to do that. That's going to be written to the creative guidelines.
Okay. And the fourth and last section of your training manual is called the approval criteria. So this is telling the AI, your AI assistant, like how, how is it going to know that it's done a good job? Like what are the checks and balances or like, what's the feedback loop that it needs to go through to make sure that this is like what you want before it delivers it to you, before it shows up on the screen.
So let me pause for a second and just review. So what you want to do for to make your own copywriting assistant is you want to create a project slash assistant inside Claude.ai or chat. You're first going to, upload examples of your voice and write a really good training manual for it. Just like a person, just like a real person, you're going to cover role backstory. You're going to give it some creative guidelines and you're going to
explain what the approval criteria is. Okay. So now you might be thinking, my God, Sandy, this is too much. What are you talking about? You've lost me. ⁓ and I get it. And like this, the idea of sitting down and having to write this training manual is a little bit like overwhelming. ⁓ it's a bit too much. get it. However, the good news is that we have AI and that is what it's going to do for you. I want you to understand the concept and then I want you to turn to AI.
and get it to write your training manual for you. So what I've done is I've created a prompt. It's kind of like a speaking prompt, like a speak out loud prompt where you can read this aloud and answer these questions verbally. And then the AI will give you the actual system instructions. And then you can just copy that and paste it into your assistant. So ⁓ I'm going to just
read these questions so you can get a sense of these. I'm going to figure out a way that you can get these questions so that you can just have this in front of you and read it into your AI and answer. And ⁓ I don't know how I'm to do that yet. So just check the show notes below. I'll figure out a way to get this to you. So you don't have to write it down. Just listen to them in the different sections, think about it, and then just follow the instructions and get this list wherever I end up putting it.
Okay, so we're going to go back to our training manual. We're going to start at the section, the first section, which is the role. Who are they as a copywriter? So this is where you're to want to define the assistant's role, their job title, their personality. What are they? So the questions are under role number one, what kind of copywriter is this assistant? Are they a launch copywriter? Are they a nurture email copywriter? Are they a copy specialist? Are they an ad specialist?
So depending on what kind of like job you want them to do, you're going to define what kind of copywriter they need to be. Number two, what kind of personality or tone should come through in that writing? So do you want the copywriter to be bold, warm, spiritual, nerdy, soothing, a lot of how to very serious, no jokes or super playful? Number three is
Should they model their writing style after anyone? And just aside, I think this is a really important question, especially for those of you who are beginning in your business and you've maybe not had a lot of experience with copywriting or you don't have a lot of examples of you haven't written that many emails or that many blog posts to upload to train your, ⁓ your assistant so you can borrow. So you might say, I love the way Brené Brown writes. Can you please, you know, initially
start my emails sounding like Brene Brown or whoever you can think of, right? This is a great way to borrow a tone until you, it's not copying, it's just borrowing. mean, they're not going to use Brene Brown's words, but they're going to, the way that she speaks, you can borrow that and it'll be your words, but her tone. And as you go and get more experience, it will become yours. Steel like an artist.
Okay.
Number four under role is what type of writing or content are they best at? So do you want this, this, this writing to be really persuasive? Do you want it to be educational? Do you want it to be storytelling? And I've got all these examples under these questions. ⁓ so again, you'll be able to, I think you'll be able just to talk it out and figure it out for your business. And the last question under role is should they behave more like a strategist or more like a ghostwriter? Should they think big picture or just do as you say?
For me personally, I want them to do as I say, because I always have an idea. I always have an angle. ⁓ I don't want them to take too much liberty. I want them to do as I say, but you get to choose that. Okay. So that's the role. That's the first section of the training manual. The second section is backstory. What do they need to know about you and your business and your audience? Okay. So the five questions here too, one,
What do you sell? So what is your service? You know, what are the things that you do? Like, what are you, what are you selling? So in my Polly example, I in the backstory for, for, ⁓ this question for Polly , I would say we sell software for wellness creators to build their business online. I have a podcast and I'm doing this free educational where they can come for information and inspiration, but ultimately I want to sell them software.
backstory question two, who is your ideal client or audience? Describe them like a real person. So all of you should have a sense of who that is, but that's really important for this, ⁓ assistant to know like who are, who are they talking to? What is their audience like? Number three, what are the pain points, desires or questions that your audience usually has? So any of, any of you listening who have been in our, on our,
coaching programs, you know this very well. This is the four P exercise that we taught years ago. You know this, you can just, what, what does the audience struggle with? What do they want? Right? How are you helping them? This is a getting again, the assistant to understand what your business is about. ⁓ what does your brand stand for? What are the values? What's the vibe? What's the mission? ⁓ and number five under backstory is, are there any recurring themes or messages you want to come through in your copy?
This question is really important. and I didn't have this originally and I found with my, the copy that I was producing, sometimes it just, it wasn't the right message. And I would say, no, no, no, no, I need you to be much more encouraging, much more excited. Like I want them to know that whatever they dream about, they can do whatever your goals are, double it. I want that kind of vibe. So,
So think about that for ⁓ the backstory, like what is the overall message that you want to get across in all your copy? Okay, so that's role, that's backstory. Now we're gonna go on to the creative guidelines. This again, it will probably be the longest one. And this for me is the one I'm always kind of tweaking every couple of weeks. So creative guidelines, first question is what tone should your assistant use when writing? So do you wanna be funny? Do you wanna be clear?
Do want to be grounded? Do you want to be spiritual? Do you want to be like really serious? ⁓ I think you'll have a good sense of what that is for you. Number two, should the copy feel conversational, polished, punchy, poetic, or a mix? And you could, you know, pick any other words that you want. You can just describe the feeling that people should have when they read your copy. For me, I want punchy and I want conversational.
Three, are there any words, phrases or styles that they should avoid completely? So this, please, please, please think about this and fill this out. And this is a section that I'm always going back and changing. ⁓ so we really don't want to, to, you know, we don't want people thinking, my God, this is AI. can totally tell. Right. There are some words and phrases that AI is known for, like dashes. ⁓
deep dive. There's, there's a whole, I don't know. I've seen so much right now on, on, tick talk about how to identify AI. So I will kind of note if I see someone talking about like, this is a dead giveaway. I will add that phrase to this section. Like, please never use for me deep dive. When I first started using AI, my God, deep dive. was like in every sentence. So I've banned that.
that this is not allowed to use deep dive. Um, the other thing is if you are in a real niche category or niche, um, area where there's words that may be generally are used or phrases that are generally used that you do not want to use associated with your business, think about that and just say, never, I never want you to use this, this phrase. Okay.
question number four, do you want them to ask questions before they start writing or just go for it? This is an interesting thing with a copywriting AI tool is that you can, you know, once you've got your assistant trained, you could have it set up by saying, so let's say if I use my Polly example, I will start by,
inside the project or the assistant, I will upload my episode, ⁓ transcript and say, please write me a blog post, ⁓ an email and a title, let's say. And then I could have it, ⁓ ask me questions before it starts going to, ⁓ to go do the writing. I could have it say, ⁓ you know, ask me three questions about the material so that you absolutely nail, nail this tone.
and it would just ask you questions and I could answer them and then it would go and write out the material. Or I could just say, just write it, I'm gonna read it and then I'm gonna give you feedback. So you can kind of choose which way you wanna go. Number five is should they use a particular structure when writing copy? So do you always want a...
like hook sentence at the beginning. Do you always want to end with the same phrase? Do you always want to have a call to action button above your name? Sort of things like that. And remember this is not written in stone. So even if you go through these questions, if you don't know, the answer, just skip it. Just like, I don't know. I don't know you choose. And again, you can update it later. Okay.
The last section is the approval criteria. What criteria defines a good result? So like how is the tool, the AI assistant going to know when the output is good?
So question one is, should the writing sound exactly like you or more like a pro copywriter channeling you? Two, does it need to be skimmable and quick to read or is depth and nuance more important? Right? And that will depend. Like I want my emails to be skimmable and quick to read. I want my blog posts to be depth and like nuanced. So it will depend on what the job you've given this, this copywriter.
Three, what feeling should the copy, I love this question. What feeling should the copy create in your reader? So as they read it, do you want them to feel excited? Do you want them to feel understood? Do you them to feel safe? You know, you can, you can choose, ⁓ what is the copy's job? So whatever they're writing, is it to convert? Is it to educate? Is it to motivate? Is it to be funny and entertain? And the last question, what would make you reject the copy? So if it feels too generic,
If it's off tone, if it's off brand, if it's too wordy, if it's too long, you can kind of just talk that out. Okay. So those are the 20 questions. ⁓ so five questions in the four sections of the training manual, I hope you guys are following. ⁓ so once you answer those, you can just simply say, please now write system instructions for my copywriting assistant using the information that I've provided. Done. And it's going to go bump, bump, bump, bump.
and you are going to have your training manual or system instructions written. You're going to copy those and literally paste it inside that project or that specific assistant. Okay. That's it. So again, I know to listen to that, that was probably a lot. It's not that much on paper, four sections, five questions. Again, check the show notes. will show you, I will direct you to wherever I end up putting those.
Okay, a couple other tips I wanna include. One, use dictation with your AI. Just Google how to turn that on. It was a game changer for me. It changed everything. When I could just talk to it about what I wanted or when it maybe wrote something and I was like, ah, it's not quite right, I would just like put my cursor.
into the little window and start talking about like, you know, this sounds a little like the last email you wrote. It doesn't sound like me. This is way too serious. Can you make this a little, this is really boring. I've given it that feedback before. Um, and if I just talk, it's just so much easier to give that, um, feedback to it or that the command to it. I, it's something with my fingertips to keyboard. slows me down. I'm not really sure what happens inside my brain, but it's just like, I feel like I have to write a proper
proper sentence, I've got to put punctuation. ⁓ when I speak, you don't have to do that. The AI, you know, and I may repeat a point like four times, but it doesn't care. It's able to decipher what you've said. So you can just really like babble on and on about what, what it is you want it to do or as you're giving it some edits and or some, ⁓ critique, just talk it out. I just find it so much easier in those questions I just gave you just babble, just go on, just talk like you would to a person.
⁓ it's going to be able to decipher it and pull it all together for you.
The second point is I just want to reiterate how easy it is to update your ⁓ training manual or system instructions. ⁓ If you see the AI output that there's some weird things or it's too long, or it's like there's phrases that you just like are tired of, just go update it into that, into the system instructions. Just your, I'm probably doing that at least every time I use it, I just go and like tweak it a little bit or add something.
The last point before we wrap this up is I want to talk about how AI makes me feel. ⁓
I am a Gen X woman and I was, I'm the emotional hub of my family as I know many of you are. I'm the fixer. I, the keeper of peace. I'm the nurturer. take care of everybody, right? And I'm the one that says, I'm fine. I'll just do it. Don't worry. And what is so powerful for me to, when I use AI is that I don't have to soften my ass.
And it's like the first time I've ever felt that. ⁓ it's like something radical happened in my, in my head. can just command Polly to do what I want without apology. Write this, this is boring. Can you write that again? I really hate this, this,
draft, right? I can express what I want without having to soften it. I don't have to say, sorry, maybe could you mind? Could you, you know, none of that.
I just ask for what I want and it listens and it does it. And like the magic part of this is like, I don't have to get in. There's no emotional management. I know I'm not going to hurt her feelings. It's a robot. Um, I don't know, need to know if it's having a bad day, if it's mad at you or if I, my tone is hurting its feelings. Um, and I know this is odd, but it just feels so powerful to speak command and get what I want back. And I would even say,
as a chronic people pleaser that this is even somewhat healing because I feel like I've just, it's like a practice to like command what I want without apology. It's insane. So it does save me time with copy, but I'm also like the boss without any guilt or without any worry about, ⁓ emotions.
I know that sounds out there and I wish Jeni was here so that we could discuss this together, but I don't know if there's any other Gen X women out there or x-ennials that you know, have felt this way about using have like sort of noticed this feeling inside when they AI. I would love to know in the, in the comments.
Okay, so that's enough of that. Thank you all for listening. I appreciate you being here with me on this solo episode. And again, check the notes. I'm going to have those ⁓ questions to write up your own training manual available to you. And thank you. And if you do this, if you create your own assistant and it works, please, I would love to hear about your experience. Pop it in the comments on YouTube, on ⁓ TikTok, Instagram, we're everywhere.
let me know, I would really, really love to know how it worked out for you. Thanks everyone, bye.