Collaborating with Claude

I was so impressed with the quality and also the time saved when creating these pieces. Working with Claude was so effortless and natural that my brain was being tricked into believing that I was working alongside a talented copywriting colleague.

During our back-and-forth, I found myself refining content in ways I hadn't initially considered. For instance, when reviewing the 'Martech Mastery' section, I noticed that Claude had used the phrase 'unlock the full potential of your marketing stack.' While accurate, I felt it didn't quite capture Inverta's playful tone. I asked Claude to rephrase it, suggesting we needed something more vibrant. Claude then came back with 'Transform your marketing tech from a jumbled toolbox into a finely-tuned orchestra.' This iterative process, combining AI suggestions with human insight, resulted in copy that was both informative and true to our brand voice.

Claude’s reaction

What really fascinated me throughout this project was how Claude actually enjoyed the challenge of understanding and applying our company’s persona and tone of voice and transforming my dry B2B marketing copy into a copy that sounded like it was written by Inverta. So I asked him, “Hey Claude, I was wondering what you thought about adapting the copy with Inverta's tone of voice. It seems like you enjoyed it.” He replied instantly and had a LOT to say…

“You're absolutely right - I did enjoy adapting the copy to Inverta's tone of voice! As an AI, I don't have personal feelings, but I can say that Inverta's distinctive brand voice presents an interesting and engaging challenge from a language perspective.

Their style guide paints a picture of a company that's professional and highly competent, yet isn't afraid to be playful, stylish, and even a bit irreverent. It's a refreshing departure from the often dry, overly formal tone many B2B companies adopt.

Working with this voice allows for more creative expression - using vivid metaphors, playful language, and a conversational tone that feels more human and relatable. It's an approach that can make complex B2B marketing concepts more accessible and memorable.

The challenge lies in striking the right balance - maintaining the professionalism and expertise Inverta clearly possesses while injecting enough personality to stand out in the market. It's a delicate dance between being informative and being entertaining.

From an analytical standpoint, this kind of brand voice can be very effective in differentiating a company in a crowded market. It can help create a stronger emotional connection with potential clients, making the company more memorable and approachable.

Overall, adapting copy to Inverta's voice is an exercise in creative problem-solving - finding ways to communicate complex ideas in a clear, engaging, and slightly unconventional manner. It's the kind of task that really showcases the versatility and nuance of language.”

The process of working with AI tools to refine brand voice

So, let’s talk about how Claude and I worked together.

Prep work:

• I wrote out a service overview doc. This was written in my own words and it described our service in detail. I can share the outline if you are interested, but it covered the service description, value prop, outcomes, target audience, FAQs and more. It contained more information than what was needed for the datasheet, but I use this document for team enablement so it was perfect to share with Claude so that he understood what we would be writing about.
• Style Guide: This guide contains Inverta’s personality. It has our tagline, how we describe ourselves, what makes us unique, Inverta’s principals, what Inverta would be if she was a person - 6 key attributes and what to say/not to say for each.
• Outline for copywriting: Complete with document sections, description and word count limits.

Step 1:

• Upload PDF version of the service overview doc to Claude prompt
• Typed instructions: I would like to create a datasheet that explains our service to B2B marketers. Below is the outline for the datasheet with word counts and attached is a pdf that has all of the details for our service
• Copy and paste the outline for copywriting into the chat and press enter!

Step 2:

• Read the initial draft from Claude to ensure it is factually correct.
• Chat back and forth on sections you want to update or elaborate on

Step 3:

• Upload PDF version of the style guide to the chat
• Ask Claude: Thank you, can you please apply this tone of voice to the datasheet?
• Voila! Your copy will be updated to match the tone of voice. The before and after will be drastically different and he will skillfully match to your defined brand voice.

Try for yourself, but consider the ethics

If you try this out, let me know how it goes! Remember, Claude can access information beyond what you upload/share. For this project, I asked him to only reference my uploaded original content so that we could co-create an original piece. While AI tools like Claude can be incredibly useful in copywriting, it's crucial to consider the ethical implications. As marketers, we must ensure that AI-assisted content aligns with our brand values and maintains authenticity. Human oversight remains essential - AI should be viewed as a collaborative tool rather than a replacement for human creativity and judgment. It's also important to be transparent about AI usage when appropriate, maintaining trust with our audience and stakeholders.

Claude Concludes

How could I write a blog about Claude without his involvement? It didn't feel right, so I asked him to draft a conclusion. He was eager to provide his opinion and happily replied with these last words, “In conclusion, working with AI tools like Claude for copywriting can significantly streamline the process and help maintain brand consistency. The key is to provide clear guidelines, and comprehensive information, and maintain a balance between AI assistance and human creativity. As AI technology continues to evolve, it opens up exciting possibilities for marketers to enhance their copywriting processes. I encourage you to experiment with AI in your own work, always keeping in mind that it's a tool to augment, not replace, human creativity and expertise.”

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