Yes, We Use ChatGPT—Let’s Talk About It
By now, everyone has heard of ChatGPT—or are already using it to assist with everything from responding to toxic emails to planning vacations. At Clever Punch, we started using ChatGPT for our copywriting about 18 months ago, and it’s become a great tool. But like any tool, its value depends on how you use it.
The Clever Way We Use ChatGPT and Keep Copy Smart (Not Robotic)
We don’t believe AI replaces thoughtful, strategic marketing. But when used well, it can help streamline ideas, generate rough drafts, and spark better thinking. That’s why we’ve developed a set of internal guidelines to ensure the copy we create with A.I. still meets our standards for clarity, customization, and tone.
Here’s how we use it—and how we don’t:
ChatGPT is more like a brainstorming partner or junior writer assistant. So, we never rely on it for final copy without human oversight.
Preparation is key. Just like assigning a task to a new team member, the more setup you provide, the better the output. We always start by sharing the client’s brand voice, tone, and what the copy is for—whether it’s an email, blog post, or website content, and who the reader is.
Be specific about deliverables. We include guidelines for the outline, tone, structure, and word count.
Review everything critically. We read every sentence carefully and assess: Does it make sense? Does it reinforce the point of the paragraph? Does the paragraph support the article’s overall goal? We often rework unclear or overly wordy sentences.
Use it for more than writing. Beyond content creation, we also use ChatGPT for editing emails, organizing meeting notes, brainstorming blog topics, and refining messaging ideas.
A Peek Behind Our Process Using ChatGPT
To give you a peek behind the curtain, we recently used ChatGPT to help write fresh website verbiage for one of our returning clients. Here’s a sampling of the prompts we used along the way (some edited to maintain client privacy):
We need to refresh ______ client’s website copy. I’d like to go page by page, share what they currently have, and then ideas on how to make it better. Their voice is: thoughtful, mature, minimal, experienced, warm, effective, earnest, mindful, modern, simple.
This is good—can you share another option with some fun, fresh headings? I like Designing to Sell though.
Let’s hone in on the opening paragraph. Let’s remove the 500 homes stat and just focus on 10 years in business. Most important points: a decade in business, in-house team, evolving collection, ability to sell quicker and for more money.
Love Option 2—can you share some heading options?
Can we add Greater Santa Barbara area to the text?
What are some inspirational, quote-style headlines I can use next to imagery?
Are there any famous quotes that are similar to these?
Let’s hone in on the process paragraph. Can you give some alternate headings?
What are some strong alternatives to “unique” that aren’t cliché?
I have this so far: Intentional. Individually tailored. Any other good “I” words to complete this?
For the subheading I have Individually tailored. Impactful Outcomes. What’s a better word than “outcomes”?
Let’s do a section about Our Style. Need a short heading, succinct subheading, and 2-sentence body copy. Include their location, rotating inventory, Santa Barbara aesthetic, and high-end selections.
Next I’m working on the team page. Need to improve what I wrote here and need to highlight they’ve been in business for 10 years.
Let’s adjust slightly to include that it’s a family-oriented team. They put clients first, move quickly, are responsive, and treat every home like their own. Keep it short.
Can you revise these employee bios so they’re a similar length?
Perfect—can you also include how helpful he’s been in expanding projects without sacrificing quality?
Let’s try again. Blend the company’s history with the meaning behind the name. Emphasize their growth while remaining intentionally small and family-driven.
Can we make this more succinct?
Can we make this longer?
I need a short heading for their Services/Process page. Same length as A Team That Feels Like Home.
First sentence is good. Next sentence should explain how we have a thoughtful process that keeps the client in control.
In total, this collaborative writing process led to more than 4,700 words exchanged—or about 20 pages of refined content. With each round, the copy became stronger and more aligned with the client’s brand. ChatGPT didn’t just help us write faster—it helped us break through creative blocks, work flexibly, and produce copy that felt more intentional and impactful.
What We’ve Learned Using ChatGPT as a Writing Tool
Using ChatGPT hasn’t necessarily made our process faster—we might still spend just as long on an article. But it’s been incredibly helpful for writing higher quality copy, and for getting past writer’s block. In the past, we had to block off early mornings—when we were distraction-free and fully caffeinated—to write strong first drafts. Now, we can tackle copywriting tasks anytime without the same sense of pressure or overwhelm.
We're always open to using tools that help us create better results for our clients. If technology like ChatGPT allows us to write strong copy more efficiently—whether that’s during a midday lull or late-afternoon brainstorm—that’s a win. It frees up our time to focus on the many other creative and strategic tasks that keep your marketing moving forward.