I conduct a workshop called "Communicating Across Differences". The objective of the workshop is to help leaders understand how to connect with people across differences such as generational, functional, gender, race, etc. So much wasted time, energy and possibilities are wasted because we don't connect properly and catalyze power and energy.
We humans have difficulty communicating effectively across differences. Can AI do any better? I decided to check it out.
I asked ChatGPT the same question in two different ways. I asked it to sell a pair of Nike shoes to an analytical person and an emotional person. Could a computer effectively tailor a message to each personality type?
We all have frequencies at which we are comfortable communicating. Like an old car radio where the frequency could be dialed in to get the clearest signal, we have various abilities to understand and be understood around each of our preferred frequencies. Marketers work hard to try to communicate their message at the frequency that works for you. If the email or direct mail solicitation doesn't speak to you, it goes in the trash.
Let me tell you what ChatGPT came up with.
Selling to an analytical person
I won't put all of the copy generated into this post, but let me share what I got back.
- The entire process to generate a one-page pitch took less than a minute.
- There was WAY TOO MUCH use of the word "analytical" and its variants.
- Each of the listed value proposition categories hit properly on key points an analytical person would care about. The copy was direct in discussing cutting edge tech, data-driven design and high-quality materials that bring enduring durability.
Selling to an emotional person
Here's what I learned about how ChatGPT wrote copy to sell Nike shoes to an emotional person.
- It took a similar amount of time to generate the copy.
- The copy was much more flowery, although equally descriptive. There was a reference to slipping your feel into a cloud of cushioning, like you are walking on air. There was also too much use of "emotional".
- Each value point connected the shoes to feelings - comfort, passion, empowerment, confidence and community.
Conclusion
On a high level, I was somewhat impressed with what ChatGPT was able to do in terms of the copy it generated. There were significant flaws in what it created, but a human could take the copy and fix what needed fixing.
However, in terms of the question I was looking to answer, AI was able to communicate in a frequency that would resonate with each personality type at a base level. In a literal perspective, AI wouldn't upset either personality type, although it might get laughed at around the heavy use of various words and imagery.
Marketing copy writers are adept at tailoring messages to various audiences. Regular people, including leaders, are less skilled. Leaders face consequences when they don't look to communicate at the frequency of the ones they hope to influence. That's where awareness and fundamental practice can help.