Brief Summary
This video discusses how the integration of shopping into AI assistants like ChatGPT is changing e-commerce. It emphasises the importance of emotional connection in product descriptions, explaining that AI prioritises products that match the customer's emotional state rather than just focusing on technical specifications or price. The video introduces the EFS (Emotion, Function, Security) formula for rewriting product descriptions and demonstrates how to test the effectiveness of emotional copy by using ChatGPT to simulate customer queries.
- AI assistants now recommend products based on emotional matching, not just keywords or price.
- Product descriptions need to speak to customers' feelings to be visible to AI algorithms.
- The EFS formula (Emotion, Function, Security) can be used to rewrite product descriptions for better emotional connection.
Intro
The integration of shopping into AI assistants like ChatGPT presents both a significant opportunity and a potential threat to online businesses. AI systems are now trained to understand and respond to the emotional needs of customers, meaning that product recommendations are increasingly based on emotional matching rather than traditional factors like price or SEO. The speaker highlights that customers are engaging in conversations with AI, expressing their specific needs and desires, and AI is recommending products that align with these emotional states. The key takeaway is that product descriptions must resonate emotionally with customers to ensure visibility and success in the age of AI.
The Problem With Most Shopify Stores
Most Shopify stores still rely on product descriptions that focus on technical specifications, which worked in the past but are now ineffective in the age of AI. AI algorithms prioritise emotional connection, intent, confidence, comfort, and identity over technical details. To adapt, businesses need to analyse customer reviews to identify the emotional language customers use when describing their experiences with the product. This involves extracting phrases related to frustration, relief, pride, or trust and using them to inform product descriptions and ad creatives. By focusing on the emotional language already provided by customers, businesses can create product descriptions that resonate with AI algorithms and potential buyers.
How To Rewrite Your Product Description
To rewrite product descriptions effectively, the speaker introduces the EFS formula: Emotion, Function, and Security. This involves starting with an emotional hook that mirrors the buyer's feelings, followed by a functional proof, and closing with security language to reduce risk. The speaker shares a personal experience where implementing this strategy led to a significant increase in ChatGPT revenue. Using ChatGPT, businesses can rewrite product descriptions to match the emotional tone of their customers, addressing their frustrations and anxieties while highlighting the benefits of the product.
Test Whether Your Emotional Copy Is Actually Working
Testing the effectiveness of emotional copy is crucial to ensure it resonates with potential customers. The speaker demonstrates how to use ChatGPT to simulate customer queries and assess whether the AI recommends your brand based on the emotional language used in the product descriptions. By inputting specific emotional states and problems, businesses can evaluate if their product descriptions effectively address customer needs and concerns. If the AI recommends a competitor, it indicates that the product descriptions need further refinement to incorporate more emotional language. This iterative process allows businesses to optimise their product descriptions and increase their visibility in AI-driven searches.
