If You’re Not Customising ChatGPT, You’re Using It Wrong
If you’re still just using ChatGPT, but not customising it…you’re doing it wrong.
Okay we said it.
And don’t get us wrong, using ChatGPT as is can still be immensely helpful and has already transformed the way marketers write, plan and execute campaigns.
But imagine a version of ChatGPT that’s entirely trained on your tone of voice, your brand style guide, offer suite, and marketing goals. Where you could ask it to create a social media post, and it creates it as if it were a genuine team member who knows all of your brand’s requirements (every single time).
All of this to say, it’s time for you to start customising your AI and create a branded CustomGPT that thinks and writes like your brand.
Given that AI is the future of marketing, we’d like to welcome you to our first in the series of “How To Use AI”, where each blog in the series covers a different way in which you can utilise AI to enhance your marketing.
What are Custom GPTs
Custom GPTs are personalised versions of ChatGPT, built for specific tasks, industries, or brands. Rather than using the general model, you can fine-tune your own assistant by:
- Providing it detailed instructions about your tone, values and goals
- Uploading reference materials (brand guidelines, past blog posts, product copy, etc)
- Setting out example interactions so it understands your ideal output
Meaning that you can create a GPT that behaves like your brand’s copywriter, strategist, content creator, and virtually anything you require it to be…on demand.
The Importance of Having a Custom GPT For Your Marketing
Custom GPTs significantly reduce the iterations needed to get the response you want from your GPT, as it is already trained in what you need and how it should be delivered to you. In doing so, it makes productivity, consistency, and creativity grow significantly.
Some other reasons we’re selling you on creating your own Custom GPT:
- Brand consistency: Maintain a consistent tone and style across every platform by training your GPT on your brand guidelines
- Streamline Workflow & Collaboration: Speed up your content creation and briefing by utilising your GPT to draft outlines, summaries, and campaign assets for your team
- Do More with Less: You’re able to produce more work, faster – from brainstorming, to draft and publish…the entire process becomes faster and more seamless. By automating repetitive marketing tasks, you’re better able to focus on strategy, creativity and performance
- Scale your creativity: Instantly generate fresh campaign ideas, ad variations and content concepts to keep your marketing pipeline full
Hopefully we’ve sold you on why having a branded Custom GPT should be a no-brainer for your brand!
If not, I guess there’s a reason we’re in marketing, not sales 😉
And if you want to go straight into building your own Custom GPT, then our Free Build your Custom GPT Guide is for you!
Different Types of GPTs
Custom GPTs don’t discriminate, you can create a broad, branded GPT or you niche it down to a branded weekly newsletter copywriter that knows your exact layout and sections needed.
Here’s a breakdown of the different types of GPTs you can create.
1. Branded GPTs
- Purpose: The purpose of having a brand-specific GPT is that it’s like a general GPT that you would use, but this embodies your tone, values and messaging style.
- Use it for: Since this GPT is branded but not trained on a specific task or role, you can use it essentially for anything that you want to output to be brand-specific. This type of GPT can help with writing blogs, captions, emails and ad copy that sounds like your brand.
- Example: An eCommerce Brand GPT that writes product descriptions, email campaigns, and ad copy in your brand’s signature tone, persuasive, benefit-led, and conversion-focused.
2. Task-Specific GPT
- Purpose: This type of custom GPT focuses on one specific, key marketing task or function.
- Task-specific GPTs are so fun because you can train it to take each step in the task step-by-step as needed, and you can teach it what prompts it to ask you based on what it needs to complete the task.
- Use it for: When you have a specific, repetitive task that you need to complete frequently, such as SEO optimisation, A/B testing ideas, or campaign reporting
- Example:
- An SEO GPT which builds keyword clusters and suggests optimised blog titles almost instantly.
- A Newsletter GPT that assists in writing your weekly newsletter, knowing each section needed and knows which piece of content to ask for to produce the final newsletter.
3. Role-Specific GPT
- Purpose: Acts as a team member in a specific marketing role
- Use it for: Any specific role that you need assistance in, such as copywriting, social media management, or strategy.
- Example: A Social Media Manager GPT that plans your monthly or weekly posts, writes captions, gives creative direction, and suggested hashtags.
4. Industry Specific GPT
- Purpose: Tailored to a particular market or audience.
- Use it for: Helping in understanding niche, industry terminology, tones, and customer motivations.
- Example: A Real Estate Marketing GPT that writes listing descriptions and buyer-focused ad copy using industry language.
5. Audience-Specific GPT
- Purpose: Focuses on understanding and speaking to a particular customer segment.
- Use it for: Personalised content and messaging by persona type
- Example: An eco-conscious, Gen Z GPT that writes playful, trend-savvy content for social media campaigns
6. Campaign-Specific GPT
- Purpose: Useful for managing and optimising a specific marketing campaign type and maintaining brand-aligned campaigns
- Use it for: Keeping tone, messaging, and goals consistent across all assets in a campaign.
- Example: A PPC Campaign GPT that understands your campaign goals, writes and tests ad variations, refines headlines for higher click-through rates, and ensures messaging aligns perfectly with your brand and audience intent.
7. Partner or Client-Facing GPT
- Purpose: Delivers information which assists in interacting with clients, or creating formal, shared documents.
- Use it for: Proposal writing, reporting, or onboarding.
- Example: An account manager GPT that drafts proposals, summaries, and updates for clients.
How To Actually Create a Custom GPT
Creating a custom GPT is actually easier than you’d think!
Here is a sparknotes version, but if you want an in-depth recipe guide, we’ll be biased and recommend downloading our Free Build Your Own Custom-GPT Guide.
- Go into ChatGPT (you’ll need ChatGPT Plus or higher) > Explore GPTS > Create a GPT
- Give it a clear name and purpose (e.g. Omni Online Brand Voice GPT)
- Add detailed instructions: Describe how it should sound, what’s role is, what it should and shouldn’t do. Our recipe guide provides you with 20 different prompts to include in your instructions for optimal results.
- Upload files: You can upload up to 20 different files, which helps train the GPT to have the knowledge base you need it to have. This can include brand tone guides, copy samples, customer personas, brand offer suite, etc. The options are endless and depend on what type of GPT you’re building!
- Test and refine: Ask it to create a sample of what it’s trained to be able to create, and adjust the instructions until its responses are up to your standards or needs.
Below is what the backend of creating a GPT looks like, where you can add in your description, instructions, conversation starters, and upload all your files for a knowledge base.
Final Thoughts: Spend a Few Hours Now to Create Your Custom GPT and Save Hundreds in the Future
AI isn’t replacing marketers, it’s enhancing the work we do and enabling us to be more productive. Custom GPTs can allow you to automate repetitive tasks, streamline workflow, and ensure brand consistency.
We highly recommend you spend some time now creating your own Custom GPT, in order to save hundreds of hours in the future!
Want to know exactly how to build one? We’ve created a Free Guide for you!
