ChatGPT Could Be Costing Clicks, Conversions and Sales

I’m sorry, but I can’t be the only one that gets instantly turned off by obvious ChatGPT responses or posts.

Every line feels too “intricate”, “dynamic” or “multifaceted”.  And as you “embark” on the journey of  “delving” into the text, it’s missing some “pivotal” and “vital” heart and soul.

You know what I’m talking about right?

You’re reading and right away, something feels “off”.  And the moment that happens, your attention isn’t on what’s being said. You start questioning… “who really wrote this?” or “was there any REAL thought put into this?” It begins to feel like the person didn’t actually take the time to send you a message. It was just some robo response.

It would be like having an in-person conversation with someone but the whole time they’re looking elsewhere.  They’re present… but not really.

This is where things get tricky.

On one hand, as business owners we all want to use AI tools like ChatGPT because they save us a ton of time.  But on the other hand, receiving communication that is just copy/paste from ChatGPT feels “off”.

That’s why we’ve got to be careful.  You don’t want to lose that human touch because people have an intuitive feel as to whether it’s authentic or not.

In fact, Cambridge University recently did a study and found that people’s intuition plays a very important role in their decision making.  Intuition may have once been seen as irrational, but now it has become something they trust (and more people are learning to use it thanks to teachers like @LisaK888 on Instagram).

So if someone’s “spidey senses” are saying something is “off”... it is absolutely going to influence whether they take the action you want.

That might be clicking to purchase from your sales page, consuming your social posts or opening your email… people are judging the quality of your communication… and if something feels off, they’re gone.

We even tested this!

For example, on Instagram we’ve made posts that were created entirely using AI tools.  These may have been AI video tools (the ones that take a long clip and chunk it into bite sized clips) or AI tools that quickly produce captions for hundreds of posts.

But time after time, these are our lowest performing posts.

So am I suggesting that you don’t use AI tools or ChatGPT?

Not at all.  We even have all kinds of time saving AI tools built right into our software (Membership.io).  But what I am saying is that you should be mindful of what you’re using them for.  And, instead of thinking of AI as a bunch of tools that can do everything for you… instead think of them as a collaborative partner - where you’re working together.

For example, here are 3 ideas on how ChatGPT was used for this piece of content:

1. Brainstorming Ideas - I initially asked ChatGPT to help brainstorm some different angles I could take with this article.  I also explored the role AI is playing in job applications, school and customer service (all are fascinating BTW). 
2. Analyze Data - I asked ChataGPT for some examples of studies that examined the role intuition plays in decision-making.  Then, I asked ChatGPT to analyze the PDF documents and provide a summary in the form of 10 key takeaways.  That saved me a lot of research time.  Then, I formed my ideas for this article based on some of those.
3. Wordsmithing - A few of my sentences were a little long.  So I asked ChatGPT to take what I had written and tighten it up. 

You can see in all three scenarios, it was very much a collaborative process.

And that’s my point.

Yes you can use ChatGPT to write entire documents or communication pieces for you. But be careful.  There’s a good chance it will feel “off”... and that never produces a good result.  It’s why your social media posts are underperforming, your sales copy isn’t converting or your emails aren’t getting the click throughs you want.

Instead, think of ChatGPT as a collaborative partner.  You and it working together.  Just always make sure, whatever you produce, you add a little human touch ;)