Every marketer’s dream is for AI to automatically know what you want and how to give it to you. But the biggest problem with large language models is that they don’t know anything about YOUR brand’s context. That means fighting back and forth with a mindless chatbot that sometimes feels like it’s trying to be difficult.
But there’s an easy fix, and it’s driven by AI! Check out this clip from our recent webinar with one of Anyword’s very own customer success superstars, Meidad Har-Tuv.
He walks you through exactly how to:
- Set up your Brand Voice – including target audiences, tone of voice, and your key brand rules.
- Use Anyword’s Boost Extension to train ChatGPT with that Brand Voice for better performing, on-brand content – every time.
Full Transcript
Tone of Voice
The Brand Voice is where all the juice is. That’s where we’re gonna focus our attention. I’m gonna highlight three different elements that we find to be key elements in setting up your brand. The first one being the tone of voice.
You can see that we already have our “Anyword Social” tone of voice. To add a new one, it’s super easy. All you have to do: there’s a big blue button at the top right that says create new.
That will open up a window that gives you one of three possibilities to add a new tone of voice. If you have an approved tone of voice – something that was already generated and approved – you can go ahead and drop that in on the box on the left.
The box on the right is to detect from a sample text, this would be your winning horse, your company bio, or a post that was working well, or even a testimonial you got from somebody within the company, or any other content that you wanna use to generate a tone of voice. If it’s a testimonial, it’s a case study, or if it’s from social media, or even to create a specific tone of voice for Halloween from previous Halloween-related content that you wanna use. Here’s how it works:
I’m gonna go ahead and detect my tone of voice from a website. This will shift to a window that enables me to just drop in a URL – a landing page, my home page, any other website that I can think of. And once I click next, the AI will scrape the page, and give me a summary of the tone of voice of that webpage.And I can go ahead and add that.
We also do have the option to set this as default for all templates. Meaning, once I set this, everything I generate within Anyword will be set to this tone of voice. I’m not gonna go ahead and do that because I have other participants that work in this workspace, and I wouldn’t want them to miss it. So I’m gonna go ahead and save this.
And you can see now that I have two tones of voice. There’s no real limitation depending on your plan on how many tones of voice you can add. You can add them per campaign, per general agenda, or for any project that you may have.
You can also edit that tone of voice, make it more specific, customize it to anything that you want. One of the great things about having that default there, especially if you have new team members and you want them to start writing in your tone of voice, is that you can set the default on a specific workspace as well, and then they’ll be able to generate any copy that’s already brand approved in the tone of voice.
Target Audience
The next element out of the five that we have here is the Target Audience. And I’ll say that within the Target Audience section, we’re addressing a persona, not necessarily a specific person or a role, but a general profile of who it is that we’re writing for.
And same here as with our tone of voice, I’m gonna drop in a URL. We do have the three options to give the AI to do the work. And once I drop in the URL, Anyword will scrape the page and suggest a persona, a target audience, to work with.
You can set the gender and the age group. But really what we pay attention to is the pain points. These can be edited and added. You can add this whole thing manually. And as you can see here, what I got from the analysis of our homepage is: “struggling to scale content creation,” “difficulty maintaining brand consistency,” and “unsure if messaging resonates with the target audience.”
Which is why we’re all here today to solve exactly that! So I guess we’re doing a pretty good job.
Once you go ahead and add a target audience, you can obviously edit it, change it, add or remove, and target audiences aren’t set to be default because some of your copy may change, and you might be appealing to different audiences per campaign or initiative.
Brand Rules
The third element that we find to be key are the brand rules. It’s your dos and don’ts. So when an intern starts working for you, you have your jargon. You don’t want to use visitors.
You want to use guests.
Here at Anyword, for example, instead of using “marketing text,” we want to use “marketing content.” And there are two limitations in which we can limit the AI when generating copy on Anyword.
The first one would be to flag. So it’s a soft limitation. It would show that there’s a word or phrase here that it’s not supposed to use, and we can then choose to replace it or not.
The other option is to flag and not generate, giving a hard stop to the AI instructions to not use this phrase at all. This protects your brand, so you can feel safe that if there are other people working on initiatives, they will stay within the constraints that you have as a brand.
And those are the most important parts of your Brand Voice. When you set up your account, you can go ahead and add important accounts and websites to the integrations and resources section. And then you’d be able to pull them in and you won’t have to go in copy paste and copy paste as you go along.
Are we ready to see this in action on ChatGPT?
Using Brand Voice on ChatGPT
I sure am. Every time I show this, I remember Forest Gump’s saying about boxes of chocolates, you never know what you’re gonna get. But why don’t we go ahead and give it a try and see what we get?
I stepped over to ChatGPT. If you all have an account, I suggest taking the time to log in now. Once you log in and you have Anyword and ChatGPT open, you’ll see a little notification here, a little extension here at the bottom right with our colors and logo.
You’ll see the anyword logo and Brand Voice option here on the left. If it doesn’t appear, start typing something, it doesn’t matter what, so it will appear. Sometimes it just needs a little second. When I click on this at the bottom left, and I’m working on a new chat, it’s clean, there’s nothing here. I didn’t give it instructions. You can see that we’re just starting from the bottom up.
When I click on this, a window opens up, showing me some information on a few elements that I can control to generate the copy. The one on the top will be the workspace within Anyword I’m working with. And at the bottom, you can see there’s a “Brand Voice” switch. So the things that we’ve set up will appear here.
And I can go ahead and turn on my Brand Voice settings. Anything I generate within this ChatGPT session will be under the Brand Voice for the website, and I can do this for social as well, or any tone of voice I’ve saved.
The second thing that I can control here is if I want to use brand rules. Remember, we discussed brand, we discussed marketing content?
So this is where you would be able to control that. You can have this on or off, same limitations as we use on Anyword.
At the top right, you will see a button that says advanced.
Advanced will open the advanced option to add additional elements from your Brand Voice. For example, a target audience, or high-performing talking points. I’ve mentioned that if you connect your channels, we’d extract from those high-performing talking points, that best-performing messaging, to use in your prompts, backed by data.
Anyword works with templates. And we’ve worked hard to support these templates with a large data set and large language models. And we’ve brought these to you to use on ChatGPT as well as inside Anyword. Why don’t we go ahead and work on a LinkedIn single image ad, which I know will be relevant for a majority of the people here.
You can see that at the top the Brand Voice is on, it’s enabled, and my target audiences appear here. Sometimes we’ll even suggest new ones that you can go ahead add or use here when you work with ChatGPT.
I’ll go ahead and select “growth marketer.” And as I’ve mentioned, all my talking points from the connected channels would appear here if it’s from the main page or if it’s from any of the assets that I went ahead and connected. I can go ahead and select one or two, and we would incorporate that when generating the prompt for ChatGPT.
We’re also rolling out, not too far from now, an additional context, it would give a little bit more of an understanding of what we’re doing. I’m gonna go ahead and click apply, and you’ll see that the prompt here has changed.
So there are things happening behind the scenes. We are now instructing ChatGPT to work on a LinkedIn single image ad copy. And I’m going to drop the brief that Suzanne has sent me into my prompt. And you can see that the Brand Voice is on, and I’m working on the LinkedIn single image ad. Anyword’s default is to generate 3 variations, so we try to suggest three. That’s totally up to you, when you work on Anyword, you can select more – and obviously here you can ask for as many variations as you want.
You can use our Boost extension to score the copy variations ChatGPT generates, and understand how well they will perform. You can also boost performance, so Anyword will generate alternative, higher-scoring variations right in context, to give you the flexibility of choosing whichever one is the most coherent, predicted to get results, and goes with your brand.
Click here to watch the full webinar. Better yet – click here to dive in and start defining your company’s Brand Voice today.
