How a sandwich can help you write better with AI
Whether you love them or hate them, AI writing tools are here. The likes of ChatGPT, Claude, Gemini and Copilot are proving to be a handy sidekick for copy and content writers.
But here’s the big question: how do we use these tools well?
Since January 2023, I’ve used ChatGPT (and other AI tools) on pretty much every copywriting project I’ve worked on. Not to replace my writing skills, but simply to see what it can do.
The lessons have been fascinating. But my human writing journey and resulting AI Sandwich are the best bits.
So, here’s a snapshot of that journey, and my thoughts on getting the best results from today’s AI writing tools.
From wow to now
I’m not going to lie, when I first started using ChatGPT, I was blown away. I’ve been working with AI since 2018, so I’ve tried several AI writing tools over the years. GPT3 changed a lot, but ChatGPT was like nothing I’d tried before.
It wowed me in so many ways that I went through a period of worrying about my job. Not least because it could generate headlines, social posts, blog outlines (and more) in a matter of seconds.
After 6 months or so, that initial wow factor subsided. I started to understand what these tools could (and couldn’t) do. I knew AI could create content that was ‘fine’. But I needed more than that.
Adding the craft on top
There was a point where I contemplated rejecting AI completely. I knew 100% human-crafted copy would read better. But the other part of me thought: “These tools are here, I may as well learn to use them well”.
So, I started using AI as a sidekick. I used it to support my research, suggest outlines, create rough first drafts or give me new viewpoints. Then I applied my human craft on top. I still do this. It works.
If you’re an experienced copy or content writer, you know what good looks like, so you can shape the AI output and save time too. Result.
Crafting before using AI tools
That said, adding your craft to AI writing is only half of the story. What you do before using AI tools is just as important.
Yes, you can turn up with a simple prompt and get a result. Yes, you can just have a conversation. But over the last year, I’ve learned that crafting your prompts can genuinely improve your output.
It’s worth investing time in trying different prompting methods and seeing what works for you.
Bring your thinking into your prompts
Alongside prompting, there’s something else that will make your prompts better: your thinking.
Got a great angle for your article? Tell your AI tool what it is.
Want your blog to include specific points from a piece of research you read recently? Tell AI what those points are (or share the research if it’s not confidential).
Thought of some great ideas for a social post but need a few more? Let AI give you a hand.
Here’s the thing: if you put your thinking into your prompt (sometimes it’s better to do this in stages), you’ll get a more compelling, customised or on-brand result, every time.
For best results, make an AI sandwich
So, what has the last year taught me about maximising AI writing tools? If you want to get the best results, you need to apply your human skills before and after using AI. It’s a human-AI-human process. Or as I call it, an AI Sandwich.
I know, I know. An AI sandwich isn’t the most sophisticated-sounding methodology, but it works.
Here goes:
Step one
Before you start using AI tools, spend time thinking, exploring and researching. Get clear on your objective and the problem you want to solve. Then take some time to craft your prompts.
Before you touch any AI tools, use your amazing human brain.
Step two
Apply your AI writing tool of choice.
Step three
Take the output and fine-tune it. Fact and sense check, add/refine prompts, apply your human creativity, flesh out an idea. Make it your own.
At this stage, you could also ask AI to suggest improvements for your final piece of writing. I’ve found that useful too.
How does it taste?
You tell me.
For those who want maximum efficiency, the sandwich might not be a goer (and that’s fine). Human thinking and crafting take time – and of course, money.
However…
If you value creative craft and human thinking.
If ‘good enough’ isn’t good enough.
If you want your writing to stand out from today’s generic AI copy.
Then maybe the AI Sandwich will be a delicious option for you.