ChatGPT

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The secret of
professional writing
THE TECHNIQUES – THE TRICKS – THE TIPS
Written by Bob Ballings
(helped by Bing/ChatGPT)

TEXT TRANSFORMERS
Version 2.0 Nov - Copyright 2023
www.bobballings.nl
 Preface
Why this E-Book?
AI and ChatGPT are revolutionary technologies that are changing our
world, our lives, and our future. They offer us unprecedented possibilities
but also significant challenges.
What does the future of our work look like?
How can we use these powerful tools responsibly?
Writing texts is something that many people engage in. Perhaps you have
tried ChatGPT, found instructions online, but the generated text did not
make sense. Then you may have tried an app that promised you …, but
unfortunately, it fell short, and the quality remained mediocre.
In this book, I focus on creating texts together with ChatGPT.
Together because a text is content (you) and packaging (ChatGPT).
Packaging texts is a practical application of ChatGPT. However, ChatGPT is
not (yet) an optimal text generator; when you let it create the content it
could be wrong, made up or copied from someone else.
I see it as my own personal assistant. It can help me write better texts for
various purposes, targeted audiences, and applications. Whether I want to
inform, inspire, or engage people with a text, ChatGPT can support me in
doing so.
Writing good texts is an art, an art that you can learn, but it also requires
knowledge, skill, and creativity. Before you start writing, you need to
consider many aspects, and ChatGPT can also support you in doing that.
The right instructions enable you to write high-quality texts without
needing extensive specific knowledge, expertise, and qualities as a writer.
Even as an experienced writer, ChatGPT can be a sparring partner that
helps me write texts faster.
Therefore, I do not expect ChatGPT to do all the work for me. You still
need to provide the input, the content and verify the output so it does
reflect my input (content).
In this book, I will teach you how I have maximized the potential of
ChatGPT.
• I will teach you how to rewrite texts in a different style or form.
• If the original text is targeted towards the UK, I can help you
convert it to American English.
• I will show you how I combine different instructions.
• I will demonstrate proven marketing styles and techniques,
incorporating psychological principles to engage, persuade, and
prompt readers to take action.
• I will teach you techniques such as the power of three consecutive
words, creating a curiosity gap, and writing in the scanner and
reader style.
• I will show you how to use ChatGPT to optimize a text for SEO,
creating compelling meta titles and descriptions to influence readers
to click on the link and learn more.
• And much more.
Just like me, you will see ChatGPT as a valuable, fast, and effective tool.
A tool to help you write better texts, professional text.
The key to achieving the highest quality lies in a text that reflects your
own input, content. Using the correct instructions, you can transform that
text into a professional text that aligns with your purposes and target
audience.
Read, learn, and do.
Together with ChatGPT, you will take your writing to the next level, you
will become a Text Transformer.
About Me
Bob Ballings, 53 years old. Entrepreneur since 1989. Grew up with the
Commodore 64 with cassette tapes, the Amiga 500 and assembling PCs
myself, until being introduced to AI/ChatGPT in 2023.
ChatGPT I use in my company for product development, looking up and
answering technical questions and making comparisons .
My wife uses it for making summaries and transcripts of 2-3 hour team
meetings. Along with my 16-year-old son, I use it to help him with
learning.
Writing, marketing, email etc. Since mid-2023, I have been lecturing and
explaining at companies about what AI/ChatGPT is and what it means for
your business or organization. I discuss the impact, the possibilities, what
it can do now and what to wait for. I tailor my lectures specifically to your
business.
Through Skillstown and others, I provide training to novice users. I cover
what AI is and give useful practical tips.
At various events, I talk about AI, the challenges, and what to consider in
the future. I also discuss the current state of EU AI legislation.
I provide webinars for various companies. Most recently, I conducted a
webinar for the entire marketing and text department of a Dutch Top 20
company (with billions in sales) on the possibilities of ChatGPT for
marketing and texts. The feedback: very satisfied.
Want to know more for your company or organization?
I would be happy to tell you more about AI/ChatGPT. About the
possibilities, the dangers, the legislation and especially the practical now
applicable possibilities.
Send your question to bob@ballings.nl
Table of Contents

Sections 1
1 Purpose 2
2 Target Audience 4
3 Style 6
Style hack? 8
4 Tone of voice 11
5 Perspective 13
6 Tenses 15
7 Language 16
Dialect 18
You 19
8 Language use 20
Language use/Style 21
Language level 23
9 Structure 27
10 Length 31
11 Topic 32
References 33

Abbreviations 34

Unique texts 35

Translation 36

Gender neutral 37

Marketing 39
How do I use marketing? 39
Framework / Structure 40
AIDA 42
TIPS 43
FAB 44
PPPP 45
PAS 46
PASTOR 47
POS 48
SSS 49
Inverted pyramid 50
What framework do I choose for my purpose and target audience? 51
 Scanners en readers 52
Other frameworks 54
Psychology 55
Kahneman 56
Cialdini 58
FOGG 64
Siegfried Vögele 66
Zeigarnik 69
Von Restorff effect 72
Framing 73
Nudging 76
Affect Heuristic 79
Future Pacing 81
Curiosity gap headline 82
The power of three 85
Unique marketing bonus 87
Metaphors 90
Rhyme as reason 92
Because 95
IF 97
Not 99
Or 102
Reactance 104
Freedom of Choice 106
Image formation 108
Other 110

SEO 114
Search words 115
Meta description / Title 116
SEO-friendly URL 119
Intentional errors (Link building) 120

Text analysis 123

Readability 124

Feedback = Jamming with AI 127

Template 131
Base template 131
Base template sales text 132
Rewriting an existing text 133
Examples 135
Ad for a house 135
Job application letter 136
E-Mail to a new (potential) customer 137
In general 141

Epilogue 142

Examples 143
Example Purpose 143
Example Target audience 145
Example Style 147
Example Journalistic style 149
Example Writing style of 2 famous persons. 150
Example Tone of voice 151
Example Perspective 152
Example Tenses 157
Example Language use 158
Example Language level 160
Example Framework / Structure 164
Comparing and using frameworks 167
Example AIDA 170
Example TIPS 171
Example FAB 173
Example PPPP 174
Example PAS 176
Example PASTOR 177
Example POS 180
Example START STORY SOLUTION 182
Example Inverted pyramid. 183
Example Cialdini 185
Example FOGG 190
 Example Siegfried Vögele 192
Example Zeigarnik 193
Example Von Restorff 194
Example combination of different principles 196
Example Framing 197
Example Framing & Cialdini 199
Example 3 types of Framing 200
Example Nudging 201
Example Nudging and Framing 202
Example Affect heuristic 203
Example Future pacing 205
Example Future pacing en Framing 206
Example Future pacing, Framing en Affect heuristic 207
Example Curiosity gap 212
Example The power of three consecutive words 213
Example Metaphors 214
Example Because 217
Example But 219
Example But If 221
Example But Because 222
Example Not 223
Example Or 224
Example Reactance 225
Example Image Formation 227
Example Meta description and title. 228
Example ChatGPT vs Multiverse 230

Prompts are written in red (do not enter the word: prompt)
Answers from the AI are in dark blue or shown as images.
Writing this book, I mainly used chat.open.ai and bing.com chat. I also
tested Bard (google). There will be more AI Chat versions from different
companies, the following month’s / years.
The results when using any prompt on a text can be different, depending
on the AI used. But even using the same AI, next month the results can
be different as the AI will keep learning.
Bing.com Chat is free to use, using the MS Edge browser.
Bing.com is GPT 4 based but has limitations vs the paid openai GPT 4
version. Maximum 4000 characters vs 25000 (openai plus paid version).
There is also a maximum step 20 or 30 depending on the chat mode,
creative, balanced or accurate.
bing.com has also build in limitations, some prompts are not executed.
The 3 settings will give different results. Try the different setting for
different result.
Please not I was not able to find a privacy setting using bing.com so your
data could become part of the public dataset!

When doing online research use bing/com/chat

Why, because it gives references where it found the data!
ChatGPT
go to https:/chat.openai.com

Choose login or signup. You can also login using your google account.
After creating an account, you can login.

Use the sent message box to enter a prompt (your input).

Press New Chat for a fresh start, for example when changing a topic or its
use.
The free version is currently using the older GPT 3.5 training model.
Upgrade to plus to use the latest GPT 4 model.

When using Plus you will also have access to a growing number of plugins.
This plugin will expand the possible use of ChatGPT.
WARNING
When using chat.openai.com the data you enter will become part of the
public training data. Sensitive company data, personal information and
other data will be available once in the dataset to everyone.

There is a solution for this. When logged in, bottom right press … next to
your profile name.

Go to settings

Go to data controls.
Turn chat history & training off.
The data will not be shared anymore. Your prompts will also not be saved
anymore. For company use, use this setting, turn sharing off!!!
https://bard.google.com
I tested bard and results are not great. Most of the prompts in this book
will also work when using Bard. That said the results for text are not as
good as the GPT 4 model.
So when writing a text I suggest to use a GPT 4 model. But who knows, in
a few month, 1 year it might be bettet. Test it yourself and compare the
difference between the model.
Bard claims to have internet access. I doesn’t give any source when
presenting information. When doing testing the internet access seems to
fail or didn’t work.
https://claude.ai
Claude is another contender. Currently not available in the EU but in many
other countries.

When looking a writing texts, the quality is not as good as ChatGPT4. A bit
better than GPT 3.5.

That said claude has a big memory, token limit. Ideal to upload a 2 hour
online meeting transcription and ask to summarize it. It keeps the entire
content in memory, a big advantage.

Disadvantage, I did not finf any setting to prevent data sharing. In the
fineprint claude can use your data.
Another popular GTP based Chat is www.perplexity.ai
This Chat does show sources, so you will know where it found the
information.

Warning, everything you feed this Chat will become part of public data. To
prevent this, create an account. When logged in, bottom right > settings
> disable AI Data Usage.
Sections
When writing a text, there are several components to consider:
1. Purpose: Determine what you want to achieve with your text. Do
you want to inform, persuade, inspire, entertain, or sell?
2. Audience: Identify who your readers are and what their background,
interests, and level of knowledge are. This can help you determine
the language and content of the text.
3. Style: refers to the overall way in which you, as a writer, convey
your message. It encompasses aspects such as word choice,
sentence structure, rhythm, figurative language, and the use of
literary techniques. Style is a comprehensive concept that influences
the other elements.
4. Tone of voice relates to the atmosphere or mood you want to create
in your text. It determines the writer's attitude toward the subject
and the reader. The tone of voice can be formal, informal, serious,
humorous, etc. Tone of voice is an aspect of the overall style of the
text.
5. Perspective refers to the point of view or angle from which the text
is written. It can be first person (I), second person (you), or third
person (he/she/it). The perspective determines the reader's
involvement and proximity and influences the tone and the way the
text is experienced.
6. Tense refers to the tenses you can write a text in.
7. Language refers to the medium used to convey the message,
including words, grammar rules, spelling, and punctuation. It is the
tool the writer uses to communicate. Language is a comprehensive
concept that influences language usage.
8. Language usage refers to the specific words, expressions, and
sentence structures used in the text. It includes word choice,
sentence complexity, domain-specific terminology, level of formality,
and other stylistic features. Language usage is influenced by style
and language.
9. Structure: Consider the best structure to present your information
and which components you want to include in the text.
10. Length: Determine the length of your text. This depends on
the subject and your objectives. Choose a length that provides
sufficient information without losing the reader's attention.
11. Topic: What is the content of your text.

1
1 Purpose

Some purposes to write a text:

Advise Inform
Advocate Instruct
Analyze Inspire
Argue Interpret
Ask questions Investigate
Compare Motivate
Describe Persuade
Document Present
Educate Promote
Elicit emotions Raise awareness
Entertain Reflect
Explain Tell stories
Express opinions Summarize
Have informal conversations Warn
By providing a purpose prompt, Chat-GPT knows the purpose of the text
and will take it into account.
Prompt: The purpose of the text is to [purpose]
Prompt: The purpose of the text is to advise, inform and evaluate
Prompt: The purpose of the text is to find a buyer for my house
listed on [website].
Prompt: The purpose of the text is to write a text about my
internship at openai.com where they develop and train ChatGPT
Prompt: The purpose of the text is to write a blog text for my blog
www.mydomain.com/blog
By adding the medium, such as website, blog, newspaper, magazine,
letter, brochure, LinkedIn article, YouTube video, etc., ChatGPT gains
more context.
You can briefly describe the purpose in a few words or provide a more
detailed explanation of your purpose.
The more information you give, the more context ChatGPT can work with.
More is better!

2
Purpose or Goal?

When writing a text, it is important to have a clear goal or purpose in

mind. While these terms are often used interchangeably, there can be a
subtle difference between them.
The goal refers to the specific outcome or result you want to achieve with
the text. It represents the desired end point or objective. For example, the
goal of a persuasive essay might be to convince the reader to take a
particular action or adopt a certain viewpoint.
On the other hand, the purpose refers to the broader reason or intention
behind writing the text. It encompasses the underlying motivation or
intention for communicating the information. For instance, the purpose of
an informative article might be to educate the reader about a specific topic
or provide valuable insights.
In practice, specifying both the goal and purpose can provide clarity and
guide the writing process. Clearly defining your intended outcome and the
overall intention of the text helps ensure that your message is focused,
coherent, and effectively communicated to your target audience.
I have chosen to use purpose as this gives a broader reason or intention,
thus more background information for ChatGPT.
This prompt:
Prompt: The purpose of the text is to find a buyer for my house
listed on [website].
This prompt combines purpose and goal. To find a buyer will be seen by
ChatGPT as a goal withing the purpose of the text. So, you can
incorporate a goal in the purpose prompt.

3
2 Target Audience

Different target audiences:

Animal lovers Influencers
Artists Music lovers
Auto enthusiasts Nature enthusiasts
Book lovers Non-profit organizations
Environmental conscious Parents
Consumers Politically interested individuals
Family-oriented consumers Sports enthusiasts
Fashion bloggers Starters on the job market
Fashion-conscious people Students
Financial experts Technical professionals
Film and movie enthusiasts Technology enthusiasts
Health-conscious individuals Teenagers
Hobbyists (such as gardening, Travelers
cooking, crafting) Working professionals
Prompt: write the text for the target audience [audience]
Prompt: write the text for the target audience pet owners
The target audience provides ChatGPT with additional background
information, along with other instructions. The result is a text that is
better tailored to the target audience.
Prompt: write the text for the target audience business owners in
the New York hospitality industry.
For a general text targeting a broad audience, you can drop the audience
prompt. However, if you are focusing on a specific audience, use the
target audience prompt and specify it as deeply as needed.
You can define the target audience by providing information such as age,
gender, education, interests, location, etc. The more specific you define
the audience, the better ChatGPT can tailor the text to their needs,
expectations, and preferences.
Example: You want to write a text about the benefits of yoga for women
aged 25 to 35 who live and work in London UK
Prompt: I want to write a text about the benefits of yoga for
women aged 35 to 45 who have an executive level job, live and
work in London city UK. How do you write this text and what do
you consider as ChatGPT?

4
Think carefully about the target audience in your text!
Prompt: If I ask you to write a text with the purpose [purpose] for
the target audience [target audience], what style, tone,
perspective, and language use would you use?
Prompt: If I ask you to write a blog post with the goal of informing
readers about the latest spring fashion trends for the target
audience of influencers active on social media, what style, tone,
perspective, and language usage would you use?
Yes, there is a difference between "audience" and "target audience."
Audience refers to the group of people who will be reading, listening to, or
engaging with the text, content, or message. It is a general term that
encompasses the entire group of individuals who may come across the
material.
On the other hand, the target audience specifically refers to the specific
subgroup or segment of the overall audience that the content is primarily
intended for. The target audience is the specific group of people who are
the main focus of the communication or message, and for whom the
content is specifically created, tailored, or targeted.
Identifying the target audience helps in shaping the content, language,
tone, and style to best resonate with that particular group's needs,
interests, preferences, and characteristics. By understanding the target
audience, one can create content that is more effective in reaching and
engaging the intended recipients.
When using target audience ChatGPT will create the content more
effectively for that group.
Please note that when deeply specifying a target audience ChatGPT can
also choose a style, tone, perspective and language use. You can override
this giving your own style, tone, perspective and language use prompt, or
use the one ChatGPT thinks is more suitable for your target audience.

5
3 Style

Style is an essential element when writing a text. Style can be seen as an

overarching element. By this, I mean that some styles also incorporate
tone, perspective, and language usage.
Unique styles in which a text can be written:
Autobiographical Minimalistic
Creative Mystical
Didactic Narrative
Emotional Opinionated
Epic Persuasive
Expressive Poetic
Formal Reflective
Funny Romantic
Historical Satirical
Humorous Scientific
Informative Storytelling
Ironic Symbolic
Investigative Surrealistic
Journalistic Technical
Literary

Click here for more information about the styles mentioned above.
You can also combine unique styles or use one not listed here.
In addition to purpose and target audience, style is another key
component. A legal text will be written differently than a technical,
lifestyle, or storytelling text.
Prompt: Write the text in the [style] style.
Prompt: Write the text in the storytelling style.
Prompt: Write in an informative and engaging style.
Prompt: Write in the storytelling, historical, educational, and
inspirational style.
If you have combined unique styles and are not satisfied with the text,
you can omit one or more styles.
Many styles also imply a certain tone, perspective, and language usage.
Click here for an example.
If you know that a style also applies the appropriate tone, perspective,
and language usage for you, you can simply use a style prompt.
6
If you are unsure about the style, you can ask ChatGPT:
Prompt: I am writing a text about [topic], the purpose is [purpose
of your text] for the target audience [target audience]. In which
style should I write this?
Example:
Prompt: I am writing an e-book about ChatGPT, the purpose is to
write an e-book for people interested in using ChatGPT for text
writing. In which style should I write this?
Not sure if your style is suitable for ChatGPT to use?
Prompt: Can you write a text in this style: [mention your style]. Is
this style really a style or can it also be a genre, tone or language
use?
Prompt: Tell me more about the [style] style when writing a text.
Style or language use
The "storytelling" style refers to a specific way of presenting information
where stories, anecdotes, and narrative elements are used to convey a
message. It is primarily an element of writing style as it pertains to how
information is organized and presented.
While language usage and writing style are closely interconnected,
"storytelling" is primarily associated with writing style. However, it can
influence language usage as storytelling often involves the use of vivid,
descriptive language to engage the reader and create an emotional
connection.
In other words, "storytelling" is an aspect of writing style that
encompasses the use of narrative elements, while language usage refers
to the specific words and sentence structures employed in the text.
Prompt: If I ask you to write a text in the [style] style, what tone,
perspective, and language use would you use in the text?

7
Style hack?
Using this Style hack, you can ask ChatGPT more information on specific
people.
Prompt: Create a table of the world’s 10 most popular copywriters.
Put their style, tone, perspective, language use, structure and
target audience in a table. Put what you know in the table and
leave information you do not have.
Copywriter Style Tone Perspective Language Use Structure Target
Audience
David Persuasive, Professional, 3rd Person Formal, Clear Logical, General
Ogilvy Direct Authoritative Sequential Consumers
Gary Conversational Personal, 1st Person Informal, Vivid Narrative, Direct Mail
Halbert , Storytelling Engaging Emotional Recipients
Eugene Insightful, Informative, 3rd Person Formal, Problem- Marketers,
Schwartz Research- Persuasive Detailed Solution Consumers
based
Dan Direct, No- Bold, 1st/3rd Informal, Direct, Entrepreneurs
Kennedy nonsense Provocative Person Straightforwar Pointed , Business
d Owners
Joe Engaging, Friendly, 1st Person Informal, Sequential General
Sugarman Educational Relatable Simple , Story- Consumers
driven
Robert Persuasive, Empathetic, 3rd Person Formal, Problem- General
Collier Emotional Motivating Evocative Solution Consumers
John Benefit- Encouraging, 3rd Person Formal, Clear Logical, General
Caples focused, Direct Persuasive Sequential Consumers
Claude Fact-based, Professional, 3rd Person Formal, Logical, General
Hopkins Straightforwar Convincing Precise Factual Consumers
d
Rosser Unique Selling Direct, Bold 3rd Person Formal, Clear USP- General
Reeves Proposition Centric Consumers
(USP) focused
Jay Strategic, Professional, 3rd Person Formal, Strategic, Business
Abraham Problem- Insightful Detailed Logical Owners,
solving Entrepreneurs

Using the names form the above list you can ask ChatGPT to write in the
style of that person.
Prompt: write in the style of [naam]
Prompt: write in the style of [naam] and [naam]
Sometime a name is not enough, and you have to add more information
on the person. Example from the above list: Eugene Schwartz Copywriter.
This is what ChatGPT says about using the style of a person. This will also
apply to ChatGPT learning and copying your writing style!

8
As ChatGPT says the result to copy a style depends on its data and how
unique or complex a style is. There is no guarantee it works perfect.
When you know someone’s name you can ask if ChatGPT knows their
style. You might want to add more info on the person than just the name.
Prompt: Can you write a text in the style of [writers name]
Prompt: What more can you tell me about [writers name]
Style is an important prompt, and you can perfectly use the style prompt
with the style of a renowned writer. By researching various writers and
having their styles listed in a table, you also gain more information about
the styles that ChatGPT can employ.

9
Prompt: What can you tell about the writing style of Robert
Cialdini? Do you also know anything about perspective, structure,
language use, and other aspects? Put what you know in a table.
Choose a style of a specific person, and if this person has a specific
language use, perspective, and other aspects, you do not need an extra
prompt for it.
You can also ask ChatGPT about songwriters, scriptwriters, advertising
writers. You can specify a country, target audience, genre, ask for the
best... use your creativity and imagination. If you do not get the answer
you want, engage in a conversation and ask detailed questions.
Fun to try:
Prompt: Write an ad in British English about the latest iPhone 15,
at least 100 words long. Write in the style of: William Shakespeare
combined with Robert Cialdini.
You can find the results of this in the examples here.

10
4 Tone of voice
Tone of voice can be a part of a style. Did you choose a style that also
uses a particular tone of voice ? By providing a tone of voice prompt, that
tone of voice takes precedence over the tone of voice form the style.
There are different tones in which a text can be written. You can also
combine different tones together.
Aggressive Indignant
Angry Informal
Cheerful Ironic
Contemplative Jovial
Critical Nostalgic
Cynical Playful
Desperate Reserved
Euphoric Romantic
Formel Sad
Hilarious Sarcastic
Hopeful Serious
Humorous Surprised
Humble Threatening
Impatient Vulnerable

Prompt: Write the text in a [tone] tone of voice.

Prompt: Write the text in a surprised and humorous tone of voice.
Prompt: When I ask you to write a text in a [tone] tone of voice,
how will you write the text?

11
Prompt: what is the difference between tone of voice, tone and
voice in a text?
Understanding the difference between "tone of voice," "tone," and "voice"
in a text is crucial for effective communication, especially in writing.
Here's a breakdown of each term:
Tone of Voice:
This term is often used in the context of spoken language, but it also
applies to written text. It refers to the attitude or emotional state of the
speaker or writer as conveyed through their choice of words and style.
In writing, tone of voice can be conveyed through word choice, sentence
structure, punctuation, and rhythm. For example, a playful tone of voice
might use more casual language and exclamation points, while a serious
tone of voice might use more formal language and longer, complex
sentences.
Tone:
Tone is closely related to tone of voice but is more focused on the mood or
atmosphere that a piece of writing creates. It's the feeling the reader gets
from the text.
For example, a text can have a melancholic, joyful, sarcastic, or tense
tone. Tone is determined by various elements such as vocabulary, syntax,
and imagery. It's more about the overall effect of these elements rather
than the specific way they are presented.
Voice:
Voice refers to the unique style and personality of the writer as it comes
through in their writing. It's the distinct character or perspective of the
author, shaped by their use of language and the way they express their
thoughts and ideas.
An author's voice can be recognized across different works, and it's what
makes their writing unique. It includes elements like their choice of words,
rhythm of sentences, and even their worldview and beliefs as they are
expressed in the writing.
In summary:
Tone of Voice is about the attitude or emotional state of the writer.
Tone is about the mood or atmosphere of the text.
Voice is the unique style and personality of the writer.

12
5 Perspective
You can select the following perspectives:
• First person (I perspective) You tell the story from your point of
view.
• Second person (you perspective) you address the readers with you.
It is a perspective where you involve the reader in the text.
• Third person (he/she perspective) This writes from a greater
distance, as if you are standing behind it with a camera.
Choosing a perspective for your text depends on your purpose, your
target audience, and your topic. You also need to take into account the
style, tone, and form of your text.
Here are some questions that can help you choose a perspective:
• Who is the narrator of your text? Is it you or someone else?
• Who is the reader of your text? Do you address him or her directly
or indirectly?
• How personal or objective should the text be? Do you want to share
your own opinion or experience, or just give facts and information?
• How formal or informal should the text be? Do you want to use a
professional or casual tone?
• How many characters or sources do you want to involve in your
text? Do you want to show one or multiple perspectives?
Depending on your answers to these questions, you can choose the
perspective from the first, second, or third person. You can also switch
perspectives in various parts of your text if it is logical and clear to the
reader.
Choose the perspective first so that you do not have to rewrite everything
later (although ChatGPT can easily help you with this)
Prompt: write the text in the first person perspective
Prompt: rewrite the text from the third person perspective.
Prompt: rewrite the text from the third person perspective in the
… form.
I, he, she, you, we, us, etc.

13
In addition to perspective, also consider other aspects of a text, such as
the purpose, structure, and style. In Style hack, you read that you can ask
for the perspective of your favorite writer. Check if this writer works with
a fixed perspective. If not, provide the perspective prompt. If you are
unsure which perspective to use for your topic, use:
Prompt: I am writing a text about [topic], the purpose is [purpose
of the text] for the target audience [target audience]. In what
style can I write this? What perspective will work best for the
purpose and target audience of the text?
ChatGPT sometimes confuses things. I asked for examples that I can use
as prompts for perspective. Tell a story from the perspective of a fashion
blogger.
Prompt: Is writing a text from the perspective of a fashion blogger
really a perspective or more a style or language use?

I recommend using only the first, second, or third person when referring
to perspective. In the example of a fashion blogger or the "perspective" of
an expert in a specific field, it would be better to consider it as a style or
language use in a prompt, unless that perspective is truly intended.
If you want to experiment with perspectives beyond the first, second, and
third person, you can explore them here.

14
6 Tenses

• Simple Present Tense: I travel to new destinations every summer,

exploring different cultures and trying new cuisines.
• Present Continuous Tense: I am currently traveling through Europe,
visiting historical landmarks and capturing breathtaking views.
• Present Perfect Tense: I have traveled to many countries in my
lifetime, and each journey has enriched my understanding of the
world.
• Present Perfect Continuous Tense: I have been traveling for six
months, immersing myself in various cultures and meeting
incredible people along the way.
• Simple Past Tense: Last year, I traveled to Southeast Asia and had
unforgettable adventures, from hiking through lush jungles to
relaxing on pristine beaches.
• Past Continuous Tense: While I was traveling in Africa, I was
amazed by the diverse wildlife and mesmerizing landscapes.
• Past Perfect Tense: After I had traveled to South America, I realized
how much I had grown as a person through the eye-opening
experiences I had there.
• Past Perfect Continuous Tense: By the time I finished my trip around
the world, I had been traveling for over a year, creating cherished
memories and learning valuable life lessons.
• Simple Future Tense: Next month, I will travel to Japan, where I will
immerse myself in the vibrant culture and indulge in delicious sushi.
• Future Continuous Tense: This time next year, I will be traveling
across Australia, exploring its vast deserts and vibrant coastal cities.
• Future Perfect Tense: By the end of the decade, I will have traveled
to all seven continents, fulfilling my lifelong dream of exploring the
world.
• Future Perfect Continuous Tense: In five years' time, I will have
been traveling for a decade, embarking on new adventures and
embracing the beauty of our planet.
Prompt: write the text in the [select a tense]
Prompt: write the text in the Past Perfect Tense
Choose your tense carefully and also check perspective. When rewriting a
text, you can drop the tense prompt.

15
7 Language

Do we speak the same English? No, we do not. This also applies to written
text.
I asked ChatGPT which version it uses? No surprise (sorry Brits), When
generating text, I can write in any version of English that you specify. If
you do not specify a version, I will use the default version of English,
which is American English.
ChatGPT can write in the following English languages.
American English
Australian English
British English
Canadian English
Irish English
Indian English
New Zealand English
South African English
ChatGPT knows the differences in writing between these English
languages. When your target audience is British, use:
Prompt: Write the text in British English
Although this e-book is written in English it will be read by readers who
also want to use other languages. ChatGPT knows different languages,
Spanish, French, Portuguese, German, Dutch and so on.
What applies to English and the differences between countries also applies
to other Languages. There is European Portuguese but also Brazilian,
African, Mozambican or Angolan Portuguese.
German German, Swiss German, or Austrian German. Dutch and Belgium
Dutch.
When using a non-English language check which language prompt, you
use.
Prompt: Write the text in Mexican Spanish.
Prompt: What languages are spoken in [country]
Prompt: Can you write a text in [name the language]
Prompt: Can you write a text in Belgian Dutch

16
Below an example showing the different use of words depending on the
country.

Adding the language prompt including language and country will enable
you to write a text for the targeted audience in that country.
It will also enable you to translate a text from American English to British
English. So, when selling a car hood (American) becomes Bonnet (British)
Prompt: Translate the text to [language]. This is the text: [text]
More details on translations in the translation section.

17
Dialect

ChatGPT also knows dialect. For example, Scottish or Irish.

Please note that Irish is a Celtic language primarily spoken in Ireland, and
its usage may vary across different dialects and regions.
Ask ChatGPT if it knows your dialect:
Prompt: Can you write a text in New York dialect.?

Prompt: What dialect is spoken in [location (state, town etc.) and

can you write a text in that dialect?
Prompt: What dialect is spoken in the American state Georgia and
can you write in that dialect?
This is what ChatGPT says about dialects:
As an AI language model, I can generate text in various dialects based on
the data I have been trained on. However, my ability to accurately
represent a specific dialect may vary depending on the amount and quality
of training data available for that dialect. Additionally, dialects can vary
greatly even within a specific region, so there may be variations in the
way individuals speak and write within a given dialect.
Prompt: Write the text in [name dialect] dialect.
Prompt: Write the text in Nottingham English dialect.
ChatGPT can also write is different Spanish, German, French and other
language dialects. You can also use these in a prompt.

18
You
English has you but many other languages have a formal and informal
(you) to address.
For example, French has:
• Tu an informal you
• Vous an formal you
The same in Spanish
• Tú (vos some part latin America) an informal you
• Usted an formal you
When writing a text in a language that has a formal or non-formal way to
address, you can specify this in a prompt. Please also note that formal or
non-formal use can depend on country and targeted audience.
For example, in Germany the formal Sie (you) is still popular. But in the
Netherlands the less formal jij or je (you) is more popular. Check carefully
if you use the formal or informal version.
The prompt below is for a German text using the formal Sie form.
Prompt: Use the Sie form in the text.
When using above information, you could also translate the prompt into
your own language. Test the prompt after translation and ask ChatGPT
what it does when using the translated prompt!
Please note that in non-English languages you can also enter the formal or
informal form under by using the perspective prompt. Do not use it twice!

19
8 Language use

Possible language use:

Abstract Language aimed at specific
Alliteration and rhythm groups, such as the LGBTQ
Argumentative community or people with a
Concrete certain cultural background
Descriptive Language aimed at youth
Emotional Narrative elements
Exaggeration and hyperbole Objective and neutral language
Figurative Persuasive
Formal Poetic
Humorous Polite
Imagery and metaphors Powerful and vivid words
Informal Rhetorical questions
Informative Simple and understandable
Language aimed at (age) year-old Specialized terminology / Jargon
children Subjective and personal language
Language aimed at older adults Technical (jargon)
Wordplay

Press here for more information on the language use.

"It is important to determine which type of language usage is most
suitable for the purpose of your text and target audience. Ensure that you
are consistent in your language usage to ensure it aligns with the tone
and style of your text.
Prompt: Write the text in a formal and persuasive language.
Prompt: Write the text in a language aimed at children of 10 years
old.
Prompt: I am writing a text with on the topic: [topic]. The purpose
is: [purpose] for the target audience: [target audience]. Which
language use would be best to use?
Prompt: Write the text in a formal and convincing language use.
Prompt: Write the text in a language use aimed at 10 year old
children.

20
Language use/Style

Language use and style are two essential elements that contribute to the
overall composition and effect of a text. While they are closely related,
there are distinct differences between the two.
• Language use refers to the specific choices and patterns of
vocabulary, grammar, syntax, and structure employed in a text. It
encompasses the technical aspects of language, including the words
and phrases used, the level of formality, the complexity of sentence
structures, and the overall clarity and coherence of the writing. In
terms of language use, writers make deliberate choices based on
their intended message, audience, and purpose. Language use can
vary from simple and straightforward to sophisticated and
specialized, depending on the context and target readership. It
involves selecting appropriate words, employing figurative language,
using specialized terminology or jargon (in technical writing), and
conveying emotions effectively.
• Style, on the other hand, refers to the distinctive manner or
approach in which an author expresses ideas and conveys their
message. It encompasses the overall tone, voice, and personality
reflected in the writing. Style is often influenced by the author's
unique writing habits, preferences, and artistic choices. Style is the
creative aspect of writing that makes a text memorable, engaging,
and reflective of the author's individuality. It includes elements such
as the author's use of imagery, metaphors, alliteration, rhythm,
narrative devices, and overall rhetorical strategies. Style can be
formal, informal, poetic, persuasive, descriptive, humorous, or any
other combination of literary techniques that shape the presentation
and impact of the text.

21
Differences:
The main difference between language use and style lies in their focus.
Language use primarily concerns the technical aspects of language,
encompassing vocabulary, grammar, syntax, and structure, while style
focuses on the creative and expressive aspects of writing, including the
overall tone, voice, and artistic choices.
While language use dictates the clarity, precision, and appropriateness of
language for a given context, style contributes to the aesthetic and
emotional impact of the writing, making it engaging, memorable, and
unique. Language use is more concerned with the correct and effective
use of language, while style adds a distinctive flavor and artistic touch to
the text.
In summary, language use and style are complementary elements in a
text. Language use deals with the technical aspects of language, while
style encompasses the creative and expressive choices that shape the
overall tone and impact of the writing.
Choose them carefully and choose them to match.

22
Language level

The common European Framework of Reference for Language (CEFR) was

developed by the Council of Europe.
• A1 (Breakthrough): Basic understanding and usage of simple
expressions and phrases.
• A2 (Waystage): Ability to comprehend and communicate in familiar
everyday situations.
• B1 (Threshold): Intermediate proficiency allowing for understanding
and communication in a variety of everyday topics.
• B2 (Vantage): Upper-intermediate level with the ability to
understand complex texts and engage in fluent conversations.
• C1 (Effective Operational Proficiency): Advanced proficiency
enabling the comprehension and expression of ideas on a wide
range of subjects.
• C2 (Mastery): Highest level of proficiency with near-native language
skills, capable of understanding and expressing oneself fluently and
accurately on any topic.
What level you can use depends on the purpose and target audience of
your text. B1 is the most common level C2 would be for writing an
academic text. A1 is ideal for simple explanations.
Prompt: I am writing a text about [topic] for the target audience
[target audience]. What CERF language level should I use fort his
text?
Prompt: Write the text according to the CERF language level
[select the level]
When using the language use prompt to write for Children and parallel a
SERF Language level this will give conflicts
Translate to English: If you provide the language proficiency prompt, also
check if it corresponds to a language usage prompt. Here you will find
examples and an explanation.
Prompt: Based on the text below, analyze the language proficiency
according to the EU CERF Framework. Here is the text: [Text]
Prompt: Rewrite the text below to the language level [language
level] of the EU CERF Framework. Here is the text: [Text]

23
CERF is a European based framework for language levels. This can be
used for some other non-European languages also. It can be used for
American-English.
The USA also has their own framework called ACTFL

You can ask ChatGPT more about ACTFL

Prompt: Write the text according to the ACTFL Language level
[level]
Prompt: Write the text according to the ACTFL Language level
advanced high

24
Another USA framework is ILR

Prompt: Write the text according to the ILR Language level [level].
Prompt: Write the text according to the ILR Language level 3.

25
There are many other language level frameworks in different languages.
In the previous pages we mentioned the most important ones for English
but Spanish, French, Korean, Chinese, Japanese and many others have
their own framework to measure a language level.
Use this prompt to check if there is a language level framework.
Prompt: Is there a language level framework the measures the
written language for [country/language]. If so, please explain the
framework and the levels used. If there are more than one, please
list and explain them.
Prompt: Is there a language level framework the measures the
written language for Australian English. If so, please explain the
framework and the levels used. If there are more than one, please
list and explain them.

26
9 Structure

There are several ways to structure a text, depending on the purpose of

the text and the topic.
Annotation
Argumentative
Comparative
Counterargument
Chronological
Circular
Descriptive
Example
Mirror
Problem-solution
Process
Product comparison
Pros and cons
Question and answer
Reflective
Sequential
SWOT analysis
Step-by-step
Storytelling

27
Press here for more information on above structures.
Structure is a broad field and depends on your purpose, target audience,
and the medium for which the text is intended.
Prompt: Which structure should I use for writing a text with the
purpose of [purpose] for the target audience [target audience]
and the medium: [medium] for which the text is intended?
If the explanation is too short, ask immediately:
Prompt: Can you explain this structure in detail?
Prompt: Which structure should I use for a product page on a
website where I sell vitamins? How long should the text be?
You can find the explanations of the structures here.
Structure and organization are too comprehensive to discuss in detail
here. By asking ChatGPT, you will get a better answer for your specific
purpose. This will give you the opportunity to tailor the text accordingly.

28
A structure consists of elements. You can think of:
• Title: The title is the first introduction to the text and should grab
the reader’s attention.
• Introduction: The introduction introduces the subject of the text and
provides an overview of what the reader can expect.
• Body: The body of the text contains the main content and presents
the arguments, facts, information or stories relevant to the subject.
• Paragraphs: Paragraphs help structure the text by grouping ideas
and allowing transitions between different subjects or arguments.
• Subtitles: Subtitles are used to mark sections or various parts of the
text and help the reader navigate and understand the content.
• Arguments or evidence: To support and make the text convincing,
arguments, facts, statistics, quotes or other forms of evidence can
be used.
• Examples and illustrations: The use of examples, anecdotes or
illustrations can help make abstract concepts more concrete and
make the text livelier.
• Transition words: Transition words, such as “firstly”, “furthermore”,
“therefore” or “because”, are used to indicate logical connections
between sentences and paragraphs and make the text flow more
smoothly.
• Conclusion: The conclusion summarizes the main points of the text
and may provide a final opinion, recommendation or conclusion. •
Bibliography: If the text is based on sources, it is important to
correctly cite the sources used according to the appropriate
reference style, such as APA or MLA.
Prompt: Use a title, introduction, subheadings, paragraphs, and
topic sentences as the structure in the text, and conclude with a
conclusion.
You can also choose to opt for a structure that is already established for a
specific purpose. Cause-effect
Chronological Problem-conclusion-action
Comparative Problem-solving
Fact-opinion Question-answer
Interview Recommendation
Problem analysis-solution

29
Prompt: What is the structure of the [1 of the before structures]
structure in a text?
Prompt: How can I use [1 of the before mentioned structures] in a
text?
Prompt: What is the structure of the chronological structure in a
text?
Prompt: Write a text of up to 200 words about the opening of a
new road between Edinburgh (Scotland) and Tranent (Scotland)
using the chronological structure.
The last prompt will follow the structure provided in the previous prompt
in terms of organization. The content is general and generated by
ChatGPT (It could be made up!). If you provide more specific information,
it will be incorporated into the text.
ChatGPT can also gather information from the purpose and objectives. If
your purpose is to write a cover letter, it will determine the most suitable
structure for a cover letter without a specific structure prompt.
If you are unsure which structure to use or can use, ask ChatGPT.
Prompt: I am writing a text about [topic], the purpose is
[purpose], and the target audience is [target audience]. What is
the best structure for the purpose and target audience of the text,
and how should it be organized?
Prompt: I am writing an e-book on how to write texts together
with ChatGPT. The goal is to help beginners and advanced users to
write texts with ChatGPT, and the target audience is anyone who
wants to learn how to improve their writing using ChatGPT. What
is the best structure for the purpose and target audience of the
text, and how should it be organized?
ChatGPT will now provide a possible explanation of how the e-book can be
structured.

30
10 Length

Determining the ideal length of a text depends on several factors: topic,

purpose, and target audience. Here are some considerations to keep in
mind when determining the length of your text:
1. Objectives: What is the purpose of the text? Is it meant to inform,
persuade, or entertain?
2. Subject: How complex is the topic you are discussing? Some topics
are easier to explain than others and may require more or less
space.
3. Target audience: For whom is the text intended? If you are writing
for a broad audience, you may want to keep the text short and
simple. If you are writing for a niche audience, you may want to
provide more details and depth.
4. Medium: Where will the text be published? Some media have
limitations on text length, such as social media or magazines.
When writing a text, it is important to find a balance between providing
enough information and avoiding being too long or too short. A good
starting point can be to write a text between 150 and 2000 words,
depending on the factors mentioned earlier.
However, always remember that the content and quality of the text are
more important than its length. Present the information clearly and
concisely, avoiding unnecessary repetitions or going off-topic.
For product descriptions, consider the available space on the page or in
the text block.
In marketing texts aimed at sales, shorter texts generally work better
than very long ones.
On the other hand, a blog post about a product experience or a travel
report will typically be longer. So, consider your target audience and what
you want to achieve.

31
11 Topic

The topic: What is the text about?

If you do not have a text, you can give ChatGPT keywords about a topic
and/or elements you want to see in the text. ChatGPT will then write a
text based on the topic and your other prompts. The content is generated
by ChatGPT itself, with an emphasis on "generated." The result is a
surprise! The information can be false or made up. Always check the
information if you let ChatGPT make the text without you giving
background information!
More specific information = more influence on the outcome.
To rewrite a text, take the original and use prompts to change the style
and purpose. You can also apply some psychological marketing principles.
Copy the existing text after the prompts you provide first.
Do you want to write a new text? For the best result, use a text written in
your own words with as much information as possible. ChatGPT will then
rewrite the text based on your prompts. The more text you write yourself,
the less ChatGPT will generate (or makeup). The more you write yourself,
the more influence you have on the outcome. By writing more yourself,
your own style can come through better in the text.
• Be specific.
• Use a lot or more of your own text.
• Use the right prompts.

32
References

Mentioning references in a text is an important practice to ensure the

reliability and credibility of your information. The most commonly used
style is APA style.
An example of how you can incorporate APA style in a text is by adding an
in-text citation when quoting or paraphrasing from a source. For example:
(Ballings, 2018, p. 173). You can find more information here:
https://apastyle.apa.org/style-grammar-guidelines/references/examples

33
Abbreviations

We use abbreviations in many texts. Every industry has them and many
people sometimes have no idea what is meant by an abbreviation.
ChatGPT also suffers from this. If you give enough context then it can
understand what you mean by an abbreviation. Can, because you're never
quite sure.
While writing this book, I also encountered abbreviations and the
problems they give in a prompt.
E.g. p.o.s which in marketing stands for point of sale. Pos is also a
framework and then stands for problem objection solution. Now when I
ask in a prompt to create a marketing text in the pos framework, ChatGPT
has to choose. Choose between point of sale or problem objection solution
framework.
Have I given enough context?
As a human reading it, you think so. Yet ChatGPT selected point of sale
and not the problem objection solution framework.
Why?
Because there is also marketing in the text and ChatGPT chose this and
not framework.
Conclusion:
In prompts and communications with ChatGPT, avoid abbreviations as
much as possible. You may think you provide enough context for ChatGPT
to understand the abbreviation, unfortunately ChatGPT determines that
for itself. In this book, you will see abbreviations for that reason while I
use the full name in prompts.
You will also come across names of people which then stand for e.g.
psychologist. Also with names you have to give ChatGPT more
information. Who Einstein is may be obvious, yet most names are not
unique. This means you need to give more context, writer, musician,
working at this or that company. Keep in mind that ChatGPT's data goes
until the end of 2021.

34
Unique texts

ChatGPT sometimes borrows parts of texts it has found elsewhere. To

prevent this, you can add the following prompt to the other prompts you
provide.
Prompt: write the text in your own words, do not use quotes or
information from other pages. If you do use them, rewrite them in
your own unique words.
Prompt: If I ask you to write the text in your own words, without
using quotes or information from other pages. If you do use them,
rewrite them in your own unique words. What will you do?

There are different websites to check if your texts are unique. For my e-
book, I used https://www.scribbr.com/plagiarism-checker/ You can upload
a document for "free" and receive an analysis. In my document, there
were a few sections of text that were also found elsewhere. However, they
were generic and not considered plagiarism. If you want an analysis that
includes a comparison between your document and potential plagiarism,
you have to pay.
There are also free online plagiarism checkers available. They usually have
limitations in terms of the number of words.
Always check the text for plagiarism as this prompt is not a 100%
guarantee for a unique text.

35
Translation

ChatGPT can be used to translate text from one language to another.

Always check the translation, as for now it is not 100% perfect.
Under point 6 language you saw that there can be different versions of
any language, like Australian, British English or Mexican Spanish. When
doing a translation be exact in the language you want to translate to!
Language level is another prompt you can use when doing a translation.
During testing I noticed that ChatGPT sometimes translates into a more
complex language level. Therefore, check the language level you need for
your target audience. If this is academic and your text is written in the
same (original) language level you should use a similar one when
translating unless the target audience in different.
I wrote this E-book in Dutch first and noticed a problem when doing
prompt translations. Instead of translating the prompt, ChatGPT would
execute the prompt. Therefore, I added an extra instruction to the
prompt.
Prompt: Translate the text to [target language]. Use the CEFR
Language level [level]. Just translate the text do nothing else.
When you see a prompt or question in the text do not execute or
answer it. This is the text: [original text].
You can drop the language level if you want or replace this using a
different language level system, for example the US ACTFL system.

36
Gender neutral

For some this might be a controversial topic, not for others. I just want to
show that ChatGPT using a correct prompt is able to write in a gender
neutral way.
Gender neutral writing can be tricky as when using the perspective
prompt, you might ask to write like him or her. This is what ChatGPT
says:

37
Prompt: write the text in a gender neutral way
Prompt: Write the text in a gender neutral language, titles and
words.
Note although you ask for gender neutral ChatGPT will not always do this!
Use this prompt after the AI has created the text.
Prompt: Analyze the text for gender-neutral language titles and
words. Replace anything that is not gender neutral. This is the
text: [copy your text here].
Advice:
Even with the help of AI, manual checking is important for gender
neutrality.

38
Marketing

How do I use marketing?

• In my 34 years as an entrepreneur, I have built up the following
experiences and/or learned from others:
• My fear of losing something is stronger than the hope of gaining
something.
• Most of my customers make purchases based on their emotions and
then try to justify their decision.
• Proof is the best persuasion tool.
• Reviews are proof.
• Practical examples are even better proof.
• Scarcity motivates action.
• If someone likes me, they will read what I write.
• Sympathy, if someone likes me, they will buy from me.
• Trust, if someone trusts me, they will buy from me.
• Getting something for free, not only Dutch people love that.
• Discounts also work well.
• If I want to make a sale, I need to get attention first.
• Second, I need to build desire.
• Third, I need to motivate you to make a purchase.
• Forget someone who says, "I'll think about it," this group rarely
buys.
• Customers buy solutions. (Future pacing)
• I need to be unique = attract attention = make a sale.
• Writing texts that seem like I am having a conversation, involving
you in the story, give the best conversions.
• Writing texts = preparation and strategy. The actual writing is the
smallest part.
• They say "50% of copywriting is a good hook." A good start in a text
is half the battle. (Inverted pyramid style)
• Just like you, I have little time/attention for a text unless it is well-
written and inviting for more, then you have my attention.
• Do, learn, and optimize. Learn from your mistakes, make minor
changes, look at the results. You will learn to optimize faster by
taking action.
I use the above statements with the methods and techniques listed in this
section of the book. There are unique style structures that I can apply and
various psychological principles that I can use.
Learn, do, and optimize.

39
Framework / Structure

Over the years, extensive research has been conducted on the structure
of marketing texts. How to start, how to reach a reader, and how to
convert interest into action, such as making a purchase, subscribing to a
newsletter, or achieving a goal. The structure of marketing aims to
influence the reader. Which framework/structure should be used for which
purpose and medium?
AIDA: Universally applicable for most applications, such as e-books,
subscriptions, meal kits, perfumes, smartphones, gaming consoles, travel
guides, innovative products, products with social proof or authority
(recommended by satisfied or well-known customers), and products with
limited availability (clearance sales).
TIPS: Effective for sales pages, landing pages, or other opt-in pages that
evoke emotions in the reader. This framework has a stronger focus on
neuromarketing than the AIDA framework. TIPS is effective for target
audiences that are sensitive to emotional triggers, social proof, and
urgency.
FAB: Most suitable for products and services where the target audience
has a problem, such as a SAAS product. Also suitable for product pages of
more technical web shops.
PPPP: Suitable for promoting e-books, webinars, podcasts, coaching
programs, apps, stores selling sustainable products, and personal growth
blogs. This structure is used where the target audience is actively seeking
a solution to a problem, desires a specific outcome, and wants to know
what you can offer them.
PAS: Effective when the reader has an immediate (now) problem and is
actively seeking a solution. There is little to no room for arguments.
Examples include toothpaste, fitness apps (New Year), lotteries, dating
sites, antivirus software, locksmith services and washing machine repairs.
PAS can also be used as a concise and compelling headline within another
framework.

40
PASTOR: Ideal for emails or letters promoting a product or service,
newsletters or brochures providing information on a topic, and job
application letters. This framework is used when the reader has a problem
that needs to be solved and where skepticism and competition are high. It
is less suitable when the reader is already convinced of the offer or when
the reader is more interested in emotions and experiences than facts or
benefits.
POS: Used for longer texts to persuade the reader. Particularly effective
for difficult and high-risk decisions. Examples include sales pages or
webinars for expensive and complex products, whitepapers or reports
taking a controversial or innovative standpoint, one-on-one coaching
programs, financial, sustainable, and health products, online courses, or
innovative products.
SSS: Intended to emotionally engage the reader. Not suitable for
marketing to readers who are rational, analytical, or looking for something
practical and functional. Examples include sales pages promising
transformation, blog posts with personal success stories or experiences,
and newsletters aimed at building relationships. Luxury products like a
warm air balloon ride, innovative products like headphones, financial
products like investment funds, or dating apps.
Inverted pyramid: Concise and powerful, used for sales emails, news or
press releases, web or blog texts that aim to capture and hold the reader's
attention, as well as letters or emails. This framework is intended for
situations where the reader has limited time or patience to read long
texts. It is not suitable when the reader needs to be inspired or convinced
by involving them in the topic.
At the end of this book, there are several examples for each marketing
frameworks. It is also possible to compare the frameworks and ask which
target audience they are suitable for, as well as discuss the advantages
and disadvantages of each framework.

41
AIDA

The AIDA framework is a useful tool for writing a text because it helps to
capture the reader's attention, arouse their interest, increase their desire,
and prompt them to take action.
Here are some ways you can apply the AIDA framework when writing a
text:
• Attention: The first step is to grab the reader's attention. You can do
this by using a catchy headline or by starting the text with an
intriguing anecdote, quote, or statistic. Ensure that the opening of
the text is relevant to the topic and the interests of the target
audience.
• Interest: Once you have captured the reader's attention, it is
important to pique their interest. You can do this by presenting the
topic in an engaging manner, highlighting its relevance, and making
the reader curious about what lies ahead in the text. Try to evoke
emotions that can enhance the reader's interest.
• Desire: Once the reader is interested, the next step is to increase
their desire. You can achieve this by demonstrating how the topic
can help them solve their problems or achieve their goals. By
providing examples, showing how others have applied the topic, or
using testimonials, you can amplify the reader's desire.
• Action: The last step is to prompt the reader to take action. This can
be done, for example, by using a call to action at the end of the
text, inviting them to purchase a product or use a service, or
encouraging them to learn more about the topic through a
whitepaper, e-book, or online seminar. It is important to be clear
about what the reader needs to do and how they can do it.
Prompt: Use the attention interest desire action framework in the
text.
If you have written a text using this framework, you can ask for an
explanation of the framework.
Prompt: Explain the AIDA framework in the above text.
Note: AIDA begins with attention, for which you can use a curiosity gap
title. More information about the curiosity gap is provided later in the text.

42
TIPS

The TIPS framework by Andy Maslen is a method for writing persuasive

marketing texts. TIPS stands for Tempt, Influence, Persuade, and Sell.
The idea is to tempt the reader to become interested in the message,
influence them with arguments and benefits, persuade them to take
action, and ultimately sell what you are offering. Here is a brief example
of how to structure TIPS:
• Tempt: The goal is to entice the reader, to tempt them to continue
reading the text. Use an inviting title, such as a curiosity gap (more
information on this later in the book). Be careful not to exaggerate
and turn your title into clickbait.
• Influence: The goal in this part is to influence the reader. Think
about using arguments, evidence, as well as customer reviews and
success stories. Another option is to write the text as storytelling
and emphasize your expertise.
• Persuade: Have you managed to captivate the reader up to this
point? Now it is time for persuasion. Why should they buy your
product? Paint a beautiful future picture of what they will gain by
purchasing it (future pacing, more information on this later in the
text). Also, mention what they will miss if they do not buy.
Remember that the fear of losing something is often greater than
the hope of gaining something.
• Sell: Sell the product. You can create a sense of scarcity,
mentioning limited availability or a special discount for today only.
You can use phrases like "Order now and start enjoying (product)
tomorrow." This also serves as a call to action to conclude the text.
Prompt: Use the TIPS framework by Andy Maslen in the text.
Here is a link to some videos by Andy Maslen explaining professional
copywriting:
https://www.youtube.com/playlist?list=PLxgZABW7qme9j0fO5aakVyAiSES
i_WUhR

43
FAB

The FAB framework is a marketing technique used to present product

features to customers and persuade them to purchase the product.
FAB stands for:
• Features
• Advantage
• Benefits
The FAB framework begins by presenting the features of the product,
which are the physical and functional characteristics of the product.
Next, the benefits of these features are presented, explaining what these
features do and how they can help the customer.
Finally, the benefits of the benefits are emphasized, informing the
customer of the positive impact these benefits have on their life.
By using the FAB framework, marketers can present their products in a
persuasive manner and show customers how the product can improve
their lives.
It is important to emphasize that the FAB framework is not intended to
deceive or manipulate customers, but to help them understand how the
product can assist them. Therefore, it is essential to be honest and
transparent about the product features and the benefits associated with
them.
Prompt: Use the features, advantage, and benefits framework in
the text.

44
PPPP

The Picture, Promise, Prove and Push (PPPP) style, a copywriting

framework that is used to make good sales texts. It has four parts:
1. Picture: Here you make a picture for the reader and you let them
see themselves as the star of the story that you are going to tell.
2. Promise: In this part you say how your product, service or idea will
give what is promised.
3. Prove: Here you show your audience that your product can do what
is promised.
4. Push: This is the last part where you ask the reader to agree.
This framework uses benefits, feelings, numbers and a strong call-to-
action to make more sales. It talks to both the feeling and the thinking
part of the brain of a reader to make a decision.
Prompt: use the Picture Prove Promise Push framework in the
text.
This framework can be used in various kinds of marketing and advertising
materials, like sales pages, emails, ads and social media posts. It is
incredibly good when you promote a product or service, and you want to
make your audience do something.
This framework is not good for texts where you are not trying to make
your audience buy or do something. For example, if you write an
informative text or share a news story, then this style is probably not
good.

45
PAS

The PAS framework stands for Problem-Agitate-Solution. It is a way of

writing where you identify the problem of your target audience, make it
worse or more urgent, and then present your product or service as the
solution.
It is a proven and effective way to convey your message and persuade
your readers to take action.
Prompt: Use the Problem Agitate Solution framework in the text.
This style is best used in situations where the target audience is already
somewhat aware of the problem being discussed but may not fully
understand how serious it is or what the consequences can be.
By exaggerating the problem, the writer can emphasize the urgency of the
problem and motivate the target audience to take action.
The PAS framework can be effective for a wide range of target audiences,
depending on the specific problem being discussed.
For example, it can be used to persuade consumers to purchase a health
or beauty product, convince businesses to invest in modern technologies,
or persuade voters to vote for a specific political candidate.
The PAS style is also ideal for services that the reader needs NOW, such
as a broken washing machine, locksmith services, or wasp nest removal.

46
PASTOR

The PASTOR framework, a method created by Ray Edwards to quickly

write effective sales proposals. The purpose of this method is to guide
customers through their purchasing process and show them how your
services can solve their problem and help grow their business.
• Problem
• Amplify
• Story & Solution
• Transformation & Testimony
• Offer
• Response
The PASTOR framework is an extension of the PAS framework and
provides more of a template than the original PAS framework, making it
easier to apply, even for beginner frameworks. It is considered one of the
most valuable and proven frameworks.
Like other copywriting frameworks, the goal of PASTOR is to guide
customers in making a choice. However, it does so by following a specific
structure that includes identifying the problem, amplifying it, sharing a
story and solution, highlighting transformation and testimony, making an
offer, and eliciting a response.
Prompt: Use the Ray Edwards, problem amplify story transformation offer
and response framework in the text.

47
POS

The POS framework, a method to structure a persuasive text or speech.

POS stands for Problem-Objection-Solution, and it is used to present a
problem, anticipate objections, and offer a solution.
The POS style is based on the idea that you need to convince your
audience that there is a problem that needs to be solved. That you
understand their possible objections or concerns and that you have a
solution that addresses them.
Example 1:
• Problem: Many people suffer from chronic back pain due to poor
posture and lack of exercise.
• Objection: Some people may think that back pain is inevitable or
that they do not have time or money for exercise.
• Solution: A simple and effective way to reduce back pain is to
regularly practice yoga. Yoga can improve your posture, flexibility,
and strength, while also reducing stress and tension. You can do
yoga at home with minimal equipment and at your own pace.
Prompt: Use the Problem Objection Solution framework in the
text.
Note: Do not use the abbreviation POS, as it can also mean Point of Sales.
Use the full words.

48
SSS

The start story solution framework.

A way to draft a story where you start with:
• Start: a situation or a problem that the main character needs to
solve
• Story: then you tell the story of how he or she tries to do that.
• Solution: you end with the solution or the outcome of the story.
It is a simple and effective framework that is commonly used in short
stories and sometimes in longer stories.
Prompt: Use the start story solution framework in the text.
The SSS style is best used for target audiences who are receptive to
emotional arguments and can be motivated by personal stories and
experiences.

49
Inverted pyramid

The inverted pyramid approach to writing is a method where you first

present the most essential information and then fill in secondary details.
This approach is often used in journalism, where the first few sentences of
a news article (often called the "lead") answer questions like who, what,
when, where, why, and more.
The first 2-3 sentences tell you what the story is about. As you continue
reading, you are filled in on the secondary details. And then come quotes,
statistics, and other supporting details.
Neil Patel www.neilpatel.com recommends using this approach when
writing marketing content because it has been shown to be effective in
engaging readers.
By frontloading your content with the most essential information, you can
grab your reader's attention and encourage them to keep reading.
The inverted pyramid framework is particularly suitable for internet texts
such as blogs or informative articles. Reading text on a screen requires
more effort than reading on paper. Attention spans are shorter as a result.
The inverted pyramid aligns well with this writing method because the key
message is found at the beginning.
This framework can be used for several types of products and services. It
is especially suitable for products and services where the most essential
information needs to be communicated quickly and clearly. Think of news
articles, press releases, manuals, and product descriptions.
Prompt: Use the inverted pyramid framework in the text.

50
What framework do I choose for my purpose and target audience?

ChatGPT can help you with this.

Prompt: For which purpose, target audience, or product should I
use the [name of one of the discussed framework] framework?
After receiving the answer from ChatGPT/Bing to the above prompt, you
can ask for 10 products that can be used with this framework.
Prompt: Provide 10 products for which I can use this [name of one
of the discussed frameworks].
You can also ask in a separate prompt to provide 10 examples of products
suitable for a specific marketing framework.
Prompt: Give 10 products or services for which I can use the
[name of one of the discussed framework]. 1 line per product or
service.
Not sure which marketing framework to use?
Prompt: I am writing a [blog article/newspaper article/marketing
email/sales copy/product description, etc.] with the purpose to
[purpose] for the target audience [target audience]. Which
framework should I use? Choose 2 from the following list and
explain how and why I should use them: TIPS framework by Andy
Maslen, the Picture Prove Promise Push style, the problem amplify
story transformation offer and response framework by Ray
Edwards, the Problem Agitate Solution style, the Problem
Objection Solution framework, the start story solution framework,
the features advantage benefits framework, the inverted pyramid
framework, or the attention interest desire action framework.

51
Scanners en readers

The scanner and reader style is a way of writing that takes into account
how people read online texts. Most people do not read every word but
scan the text looking for the most important information. That is why you
should write for scanners and readers.
AIDA, TIPS, and other structuring frameworks can be combined with
scanners and reader’s style.

Prompt: write the text in the scanners and readers style.

52
Did you write a text? Ask the following question after writing it by
ChatGPT/Bing:
Prompt: Explain how you used the scanners and readers style in
the above text.
Prompt: Analyze the following text if the scanners and readers
style was used an explain the use. This is the text [text]
The scanners and readers style takes into account how people process and
remember information. By adapting your text to the needs and
preferences of your readers, you increase the chances of them becoming
interested, engaged, and persuaded by what you write.
By applying these tips, you create a text that is both quick and easy to
read for both scanners and readers.
Web visitors usually do not read word for word.
According to usability research by Jakob Nielsen, 79% of the test users
scan a page. They read a few words here and a few sentences there. More
about this research here:
https://www.nngroup.com/articles/how-users-read-on-the-web/
Therefore, copywriters must ensure that people scanning a page still
receive their main message. In fact, good copywriters attract web visitors
to stop scanning and start reading more detailed product information.
The scanners and readers style should be seen as an addition to many
texts. It cannot be compared to frameworks like AIDA, TIPS, or others.
However, I do recommend combining scanners and readers with one of
these models. The text will be more readable and have a greater impact.
Prompt: Use the inverted pyramid style and combine it with the
scanners and readers style in the text.

53
Other frameworks

The frameworks discussed above are the most well-known and commonly used
ones. There are many more frameworks that you can use for specific purposes.

If you want to know more, you can ask ChatGPT for information about these
models.

• Before After Bridge

• Awareness Comprehension Conviction Action
• Past Present Future
• 5 Basic Objections
• Emotion Logic
• Friend Expert
• Clear Concise Compelling Credible
• Pain Agitate Relief
• Consistent Contrasting
• Strong Weak
• Story Solve Sell
• Solution Savings Social proof.

PROMPT: Tel me more about [full framework name] framework

PROMPT: what are the advantages and disadvantages of the [full name
of the framework] framework

PROMPT: For what purpose and target audience can I use the [full name
of the framework] framework best. Give 5 examples

PROMPT: Use the [full name of the framework] framework in the text.

54
Psychology

Psychology is a science that investigates and is applied in many areas.

One of those areas is text writing. A lot of research has been done on how
text, colors, and other elements can influence people. Sometimes, this
influence can go so far that it becomes manipulation. Especially in texts
with a sales goal. There are many psychological methods to guide the
reader's behavior. In this part of the book, I discuss some of them.
With ChatGPT, you can automatically incorporate several psychological
principles into your texts using the right prompts. With prompts, you can
further optimize them for your purpose. Applying these principles requires
a basic understanding of marketing and how they work.
We briefly explain the principles in the text. You can ask ChatGPT for more
information about one or more psychological principles. You can ask for
examples, ask if you can use a principle in the text, or ask to replace the
principle with another one.
An excellent feature of ChatGPT is that you can ask for five or ten
different examples. You can then make a choice yourself or ask ChatGPT
for its top three.
As a bonus, you will also learn about combining the power of three words
in a row with the von Restorff effect combined with a Cialdini principle.
Psychological principles work best when they are not too obvious. So, do
not overdo it!
Do not misuse them to go from influence to manipulation!

55
Kahneman

Kahneman is a psychologist who won the Nobel Prize in Economics for his
work in the field of behavioral economics. He has developed a theory to
describe how people think and make decisions.
According to this theory, there are two systems of thinking:
1. System 1 is our fast, automatic, emotional, and unconscious
system. It helps us quickly respond to situations and act intuitively.
However, System 1 can also lead to errors and biases because it is
based on heuristics (mental shortcuts) and associations. System 1 is
fast, automatic, frequent, emotional, stereotypical, and unconscious.
It is based on intuition, experience, and associations. For example,
System 1 can determine that one object is further away than
another, locate a sound, complete a sentence, or show disgust when
seeing a gruesome image.
2. System 2 is our slow, effortful, logical, and conscious system. It
helps us reason rationally and solve complex problems. System 2
requires more mental effort and attention than System 1. System 2
is slow, effortful, rare, logical, calculating, and conscious. It is based
on reasoning, analysis, and control. For example, System 2 can
direct your attention to something specific, determine the
appropriateness of a particular behavior in a social situation,
calculate the price-to-quality ratio of two washing machines, or
assess the validity of a complex logical reasoning.

56
To incorporate this theory into texts, you can use various strategies. For
example:
• You can appeal to System 1 by using stories, metaphors, emotions,
images, and contrasts. This can grab attention, generate interest,
and persuade.
• You can appeal to System 2 by using facts, figures, arguments,
analyses, and structure. This can increase credibility, enhance
understanding, and inform.
• You can help the reader find a balance between System 1 and
System 2 by using questions, feedback, examples, and exercises.
This can stimulate engagement, foster reflection, and support
learning.
An example of how the Kahneman model can be applied in a text is the
use of framing. Framing is the way information is presented to elicit a
certain response. Framing can influence System 1 by drawing attention to
specific aspects of a situation or choice. For example, if you want people
to save more money for retirement, you can frame the text to emphasize
how much they will lose if they do not (loss framing), or how much they
will gain if they do (gain framing). Research shows that people are
generally more responsive to loss framing than gain framing.
Example for System 2:
Nobel laureate Daniel Kahneman has released a new book on why we all
make poor judgments.
To determine if this message is true or not, you must engage your System
2. You need to employ critical thinking, verify the source of the message,
examine the content of the book, evaluate the author's arguments, and
compare them with other sources. This takes time and effort, but it helps
you make a better-informed decision.
PROMPT: Incorporate psychologist Daniel Kahneman's model into
the text.
PROMPT: Incorporate psychologist Daniel Kahneman's System 1
model into the text.
PROMPT: Explain in the following text how you have used
psychologist Daniel Kahneman's model in the text. [Text]
You can combine the Kahneman system with other psychological
principles.

57
Cialdini

What are the Cialdini principles that you can use when writing a text?
The Cialdini principles are a series of psychological principles developed by
Dr. Robert Cialdini that can be used to persuade or influence people.
Cialdini's books are a must-read for every marketer.
The 7 Cialdini principles are:
1. Social Proof: People tend to act based on what others in similar
situations have done or would do. In a text, you can apply this
principle by referring to reviews or testimonials from satisfied
customers.
2. Scarcity: People tend to desire things that are rare or limited. In a
text, you can apply this principle by emphasizing that a product or
service is available in limited quantities.
3. Reciprocity: People tend to do something in return for others who
have given them something. In a text, you can apply this principle
by offering something for free, such as an e-book or a whitepaper.
4. Consistency and Commitment: People tend to stick to their previous
decisions and commitments. In a text, you can apply this principle
by asking for a commitment, such as subscribing to a newsletter.
5. Authority: People tend to believe and trust more in individuals
perceived as authorities. In a text, you can apply this principle by
referring to expertise or experience in a specific field.
6. Likability: People tend to do more for individuals they like or feel
connected to. In a text, you can apply this principle by creating a
personal connection with the readers.
7. Unity: People tend to act based on their feelings of identity and
connectedness with others. In a text, you can apply this principle by
emphasizing a common goal or interest.

58
By applying these principles in your texts, you can communicate more
effectively, improve your communication, and achieve the desired
feelings, responses, and actions from your target audience.
You can ask ChatGPT to apply one or multiple Cialdini principles in the
text. ChatGPT will then make a choice on which principle to apply. You can
also ask ChatGPT to specifically apply one or multiple principles. The
choice of which principle to apply depends on what you want to achieve
with the text.
Prompt: Incorporate Cialdini principles in the text.
(ChatGPT will automatically determine which ones can be used)
Prompt: Create an example of all 7 Cialdini principles for the text
below. Create 3 examples per principle. This is the text: [text]
Prompt: Incorporate the Cialdini principles of social proof,
scarcity, authority, and unity in the text.
Prompt: Explain the Cialdini principles used in the following text:
[text].
If you have an existing text, you can ask:
Prompt: Can I use a Cialdini principle in the following text? If so,
which one, and can you provide five examples in a rewritten text?
Here is the text: [Text].
Prompt: Can I use the Cialdini principle [specify the principle] in
the following text, and can you provide five examples in a
rewritten text? This is the text: [Text].

59
Social Proof:
• Display reviews and testimonials from satisfied customers. This can
help build trust with new readers and make them more inclined to
purchase your products or services.
• Share statistics and figures that demonstrate how many people have
already used your products or services. This can help build trust
with new readers and make them more inclined to try your products
or services as well.
Scarcity:
• An online store can offer a limited edition of a product to encourage
customers to buy quickly before it sells out.
• Use exclusive offers that are only available to a limited number of
people or for a limited time. This can help create urgency and
encourage your readers to take quick action before they miss out.
Reciprocity:
• Give something away for free to your readers, such as an e-book or
a discount code. This can make them feel obligated to do something
in return, like purchasing a product or signing up for a newsletter.
• Share valuable information or tips with your readers. This can make
them feel indebted to you and more likely to buy your products or
services.
Consistency:
• Use consistent branding and messaging in all your content. This can
help build trust with your readers and make them more inclined to
purchase your products or services.
• Be consistent in publishing new content. This can help build a loyal
audience that regularly comes back for more.
Authority:
• Share your expertise and knowledge in your field. This can help
build trust with your readers and make them more inclined to follow
your advice.
• Use titles and certifications that demonstrate that you are an expert
in your field. This can help build trust with new readers and make
them more inclined to follow your advice.

60
Likability:
• Use a friendly and personal tone in your writing style. This can help
build a connection with your readers and make them more inclined
to purchase your products or services.
• Share personal stories or anecdotes that show who you are as a
person. This can help build a connection with your readers and make
them more inclined to continue following your content.
Unity:
• Use language and imagery that create a sense of community and
belonging. This can help build a connection with your readers and
make them more inclined to be part of your "tribe."
• Share stories and experiences that show how your products or
services have helped people feel connected to others. This can help
build trust with new readers and make them more inclined to try
your products or services.
Prompt: Give 5 examples of the Cialdini principle of Scarcity.
Prompt: Give 3 examples of the Cialdini principle of Likability that
I can use in an email as a first contact with a potential customer
for selling my personal development coaching.
Prompt: Give 5 examples of the Cialdini principle of Authority that
I can use in a presentation.
Prompt: Give X examples of the Cialdini principle of [principle]
that I can use for the purpose [purpose] and the target audience
[target audience].
The more specific you ask the question, the more specific your answer will
be.
Prompt: Give 5 examples of the Cialdini principle of Authority that
I can use on a product page for selling solar panels to consumers.

61
Pre-suasion

Pre-suasion" is a concept developed by psychologist Robert Cialdini, and it

is the process of ensuring that recipients of a message are receptive to
that message before they encounter it. To change minds, a pre-suader
must first change the audience's state of mind. This idea of pre-suasion
uses, among other things, priming, a tactic in which exposure to a
stimulus influences the response to a subsequent stimulus.
Cialdini's concept of "pre-suasion" refers to the process where a
communicator influences receivers before actually presenting a persuasive
message. It is often based on the idea of priming, where people are
prepared in advance to react in a certain way by exposure to specific
stimuli. Here are some examples of how pre-suasion and priming can be
used, depending on different target groups:
Marketing and Sales
Target group: Consumers
Example: Before a product is launched, a company can run an advertising
campaign that entices consumers with images and words that evoke a
sense of luxury and exclusivity. This can then prepare them to adopt a
more positive attitude towards the product when it is actually launched.
Political Campaigns
Target group: Voters
Example: A political party can make use of pre-suasion by, before a
debate, drawing attention to certain positive aspects of their candidate.
This can help 'prime' the public to notice these positive characteristics
more during the debate itself.
Health Communication
Target group: Patients
Example: Before a doctor informs a patient about a possible treatment,
they can first prime the patient with information about the success rate of
the treatment, thereby making the patient potentially more open to
considering the treatment.
Education
Target group: Students
Example: A teacher can prepare students for a new topic by first
presenting an intriguing question or relevant story. This can make the
students curious and mentally prepare them to absorb the new
information.

62
When using pre-suasion techniques, it is important to take into account
the characteristics of the target group - such as their preferences, values,
and backgrounds - to tailor techniques accordingly and make them more
effective. It is also crucial to consider ethical considerations and to avoid
manipulative or misleading techniques.
Check if pre-suasion is right for your purpose.
Prompt: The purpose of my text is to [purpose] and for the target
audience [audience], how appropriate and effective is it to use
pre-suasion for this?
If appropriate, here are some effects ChatGPT can apply:
1. Priming
2. Leveraging associations
3. Reciprocity
4. Social proof
5. Context Creation
Use this command for pre-suasion:
Prompt: Use pre-suasion in the text.
Prompt: Explain how you used pre-suasion in the text.
Because pre-suasion is used to prime your readers, it can be appropriate
as a headline for an article, but also by using it in the subject line of an
email.
Prompt: Create 10 pre-suasion headlines based on the text below.
This is the text [copy your article text here].
Prompt: Create 10 pre-suasion email subject lines based on the
text below. This is the text [copy your email text here].

63
FOGG

The Fogg Behavior Model was developed by the American behavioral

scientist B.J. Fogg. This model provides you with concrete tools to
understand and influence behavior. It makes it clear that there are three
requirements for behavior: wanting, being able, and a trigger.
The model states that behavior (B) is the product of three factors:
• Motivation (M)
• Ability (A)
• Trigger (P)
or in other words, B=MAP.
A trigger is something that asks or reminds you to perform a certain
behavior, such as an alarm clock or a push notification.
Motivation is about how much you want to do something,
Ability is about how easy it is to perform the behavior.
According to the model, for any desired behavior, you need to ensure that
motivation and ability are high enough, and that there is an appropriate
trigger present.
In a text, you can use the Fogg Behavior Model to persuade or prompt
action from your readers.
• For example, you can increase the motivation of your readers by
emphasizing the benefits or urgency of your message.
• You can enhance the ability of your readers by making the behavior
you want them to exhibit as simple as possible, such as providing a
step-by-step guide or a demonstration.
• And you can incorporate a trigger into your text by formulating a
clear call to action, such as a button, a link, or a question.

64
To use the Fogg model in a text, you first need to determine what
behavior you want to elicit from your reader. What do you want them to
do after reading your text? For example, buy a product, fill out a form,
make a donation, schedule an appointment, etc.
Next, you need to consider how you can influence your reader's
motivation, ability, and trigger with your text. Here are some tips:
• Motivation: Address your reader's needs, interests, or emotions. Use
stories, examples, testimonials, or statistics to support your
message. Show the benefits your reader will have when they exhibit
the desired behavior. Use scarcity, urgency, or social proof to
increase motivation.
• Ability: Make the behavior as simple as possible for your reader. Use
clear, concise, and active sentences. Avoid jargon, abbreviations, or
difficult words. Use bullet points, subheadings, and white space to
make your text organized. Provide step-by-step prompts or
demonstrations if the behavior is complex. Offer help or support if
your reader has questions.
• Trigger: Explicitly ask your reader to exhibit the behavior. Use a
clear call to action that indicates what your reader should do and
why. Place the trigger in a prominent place in your text, such as at
the end or after an important argument. Repeat the trigger, if
necessary, in various parts of your text. Also, use visual elements
such as buttons, arrows, or colors to emphasize the trigger.
By using the Fogg model in a text, you can influence your reader's
behavior. You can also incorporate some Cialdini principles as motivation.
For more information, visit: https://www.behaviormodel.org/
A base prompt:
Prompt: apply the Fogg framework in the text.
The FOGG framework can also be combined with the AIDA and other
frameworks in marketing/sales texts.

See some examples here

65
Siegfried Vögele

Siegfried Vogel's principles are based on the dialogue method he

developed after years of research into how people read and respond to
texts. He used an eye camera to see which text grabs attention and which
text is skipped. He discovered that people unconsciously ask questions
when they see a text, such as: Is this for me? What is in it for me? What
should I do? One of Vogel's key principles is to answer these questions as
quickly and clearly as possible in your text. This keeps the reader engaged
and interested.
Another principle is to ask questions in your text to stimulate and activate
the reader. Questions arouse curiosity and emotion and create a dialogue
between you and the reader.
A third principle is to structure your text according to the reader's reading
sequence. Vögele found that people do not read linearly, but their eyes
jump from one element to another. He provided instructions on how to
guide the eyes using headings, images, bullet points, colors, and other
visual aids.
He also learned how to increase conversion with effective call-to-actions,
such as using the big yes and the small yes on response cards.
These are some of Siegfried Vogel's principles that you can use in a text.
They are still relevant and applicable to several types of texts, such as
letters, emails, web pages, and presentations.
Prompt: Use the Siegfried Vögele dialogue method in the text.
Prompt: Explain the Siegfried Vögele dialogue method in this text:
[text]
The Siegfried Vögele dialogue method can be combined with the FOGG
framework and AIDI or TIPS or another framework.

Try this prompt as an example:

Prompt: Create a text about the latest 80 inch flatscreen that has
Dolby vision and Dolby Atmos sound. Use the Siegfried Vogel
dialogue method in the text. Use the Fogg framework in the text.
Use the aida framework in the text. The text is maximum 120
words. Explain Vögele, Fogg and AIDI at the end of the text.

66
A list of some principles he often mentioned in his books and seminars.
• The reader is in charge. He determines whether he reads your text
or not.
• The reader is lazy. He wants to make as little effort as possible to
understand your text.
• The reader is selfish. He wants to know what he gains from reading
your text.
• The reader is curious. He wants to know more if you pique his
interest.
• The reader is emotional. He responds to the feelings and
atmospheres your text evokes.
• The reader is critical. He asks questions and doubts your message.
• The reader is visually oriented. He first looks at images and colors
before reading the text.
• The reader is selective. He scans your text for relevant information.
• The reader is impatient. He wants to quickly find what he is looking
for and does not want to wait too long for an answer.
• The reader is action oriented. He wants to know what to do after
reading your text.
• Use a personal tone and address the reader directly using "you" or
"u" (formal).
• Use an active writing style and avoid passive constructions.
• Use short sentences and paragraphs and make use of white space
and bullet points to make the text organized.
• Use visual elements such as photos, illustrations, graphs, and colors
to grab attention and reinforce the message.
• Use a clear structure and logical sequence in your text and utilize
subheadings and transitional words to guide the reader.
• Use a catchy title and a strong opening sentence to stimulate the
reader's curiosity (Curiosity gap).
• Use a clear call-to-action at the end of your text to prompt the
reader to take action.
These are some of the principles of Siegfried Vögele that you can keep in
mind when writing a text. They help you align your text with the needs
and expectations of the reader.
The scanner and readers style align well with Vögeles recommendations
but also Fogg and you can almost always use Cialdini principles or words.

67
Vögele also describes a dialogue method to keep the reader engaged.
Here are 10 examples of questions you can ask in your text to apply
Siegfried Vögeles dialogue method:
• Did you know...?
• Have you ever heard of...?
• Are you looking for a solution to...?
• Do you want to know more about...?
• Are you searching for...?
• Have you ever thought about...?
• Do you find it important to...?
• Do you want to spend more time on...?
• Are you interested in...?
• Do you want to learn more about...?
Prompt: Give me 10 example question using the Siegfried Vögele
method
By asking questions in your text, you activate the reader's brain and
stimulate dialogue. This keeps the reader engaged and increases the
likelihood that they will continue reading.
The idea behind the dialogue method is that when someone reads text,
they unconsciously ask questions. By answering as many of these
questions as possible in your text, the reader remains active.
Here is an example of a text in the style of Siegfried Vögele:
Can I ask you something?
That sentence will prompt someone to respond with yes or no, but you will
get a reaction.
By asking and answering related questions in the text, you ensure that
you retain the reader's attention and increase the likelihood that they will
respond to a call to action more quickly.
Be mindful of which other styles you combine with this method.
You can also use the Siegfried Vögele method in conjunction with Cialdini.
It can be useful to use both the Siegfried Vögele dialogue method and
Cialdini principles together in a text. The dialogue method helps to
maintain the reader's attention by asking and answering questions in the
text. Cialdini principles are powerful persuasion techniques that can help
convince the reader to take action. By using these two techniques
together, a text can be both engaging and persuasive.

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Zeigarnik

The Zeigarnik effect is a psychological phenomenon that describes our

tendency to better remember and think more about unfinished tasks or
interrupted activities than completed tasks.
It was first identified by Russian psychologist Bluma Zeigarnik in the
1920s, who observed that waiters in a café remembered orders that were
still being prepared better than those that had already been served.
The Zeigarnik effect suggests that our brains naturally seek closure and
resolution. When we start a task or goal, our brains create a mental "open
loop" that seeks to be closed. This creates a sense of mental tension or
discomfort that motivates us to complete the task to resolve the open loop
and reduce the tension.
This effect can have both positive and negative consequences. On one
hand, it can be a powerful motivator for completing tasks and achieving
goals. On the other hand, it can lead to anxiety and distraction if we have
too many unfinished tasks or goals in our minds.
Understanding the Zeigarnik effect can help us manage our time and
attention more effectively by breaking tasks down into smaller, more
manageable steps and prioritizing tasks that create a sense of closure or
resolution.
You can use it as a cliffhanger, for example, when introducing a new
product as the first message. The cliffhanger generates interest.
This effect is mainly used to arouse interest and encourage readers to
want to know more. It can be used on websites, as well as by service
providers and companies in general.
Keep in mind that your product must be suitable for this approach. It is
not suitable for a product where the consumer immediately seeks a
solution, such as repairing your washing machine.

69
To use the Zeigarnik effect in a text to motivate people to take action, you
could follow the following steps:
1. Introduce an idea or concept: Start by introducing an important idea
or concept that you want the reader to remember. Make sure it is
interesting and engaging.
2. Leave it incomplete or interrupted: Instead of fully explaining the
idea or concept, leave it incomplete or interrupted. This can be done
by transitioning to another topic or using a cliffhanger, for example.
3. Continue with other information: Proceed with presenting other
information or ideas. This keeps the reader engaged and allows the
original idea or concept to linger in the reader's memory.
4. Return to the original idea: Later in the text, come back to the
original idea or concept and complete it. This can be done, for
instance, at the end of a chapter or section.
5. Repeat if necessary: Depending on the length of the text and the
number of ideas or concepts you want to introduce, you can repeat
these steps to create multiple unfinished or interrupted tasks.
By following these steps, you can use the Zeigarnik effect in a text to
motivate people to take action and achieve their goals.
It is important to maintain a positive and encouraging tone in your text
and provide practical and achievable advice that the reader can apply in
their own life.
The Zeigarnik effect can be effectively incorporated into a curiosity gap
title.
Prompt: create 5 curiosity gap titles using the Zeigarnik effect for
the text below. This is the text: [text]
Prompt: use the Zeigarnik effect in the text.

70
The Zeigarnik effect can be used in several types of texts to create
engagement and motivate action. Here are a few examples of text types
where the Zeigarnik effect can be applied effectively:

1. Articles or Blog Posts: Use the Zeigarnik effect in your introductions

or headlines to pique readers' curiosity and encourage them to
continue reading. You can present an intriguing idea or concept,
leave it partially explained, and then provide the complete
information later in the text.
2. Marketing Copy: Incorporate the Zeigarnik effect in your advertising
or promotional materials. Create a sense of curiosity and unfinished
business that motivates readers to take action, such as making a
purchase, signing up for a newsletter, or exploring more about your
product or service.
3. Presentations or Speeches: Utilize the Zeigarnik effect in your
presentations to keep the audience engaged and eager for more
information. Introduce key points or ideas and leave them partially
explored, building anticipation and encouraging active participation
from the listeners.
4. Social Media Posts: Craft intriguing and captivating social media
posts that leverage the Zeigarnik effect. Present a thought-
provoking question or incomplete statement that sparks curiosity
and encourages users to click, comment, or engage further with
your content.
Remember, the Zeigarnik effect is based on the human tendency to seek
closure and resolution. By strategically incorporating unfinished elements
or information gaps in your texts, you can captivate your audience's
attention, promote engagement, and drive them to take desired actions.

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Von Restorff effect

The Von Restorff effect is a psychological phenomenon where people tend to

remember something that stands out in a group of similar things. This is because
our brain pays attention to things that are different from the rest.

So, for example, if you have a list of words and one word is in a distinct color,
font size, or bold, there is a greater chance that you will remember that specific
word because it stands out.

One way to use the Von Restorff effect when writing a marketing text to sell an
LED TV is by emphasizing and highlighting the unique features of the TV. For
instance, if the LED TV has an exceptionally large screen or uses a unique
technology that other TVs do not have, you can highlight these features by
writing them in a larger font size or a different color. This will capture the
reader's attention and increase the likelihood of them remembering this
information.

In addition to using the effect visually, you can also use it with a word that has a
completely different meaning.

In the following list of words: desk, chair, bed, table, squirrel, dresser, stool,
couch, "squirrel" will be the most remembered because it stands out among the
other words in its meaning. All the other words on the list are furniture items,
while "squirrel" is an animal. This makes "squirrel" distinctive and isolated from
the other items on the list, making it more likely to be remembered according to
the Von Restorff effect.

The Von Restorff effect can be used in marketing texts by emphasizing certain
elements that you want the reader to remember. This can be achieved by using
different fonts, colors, or images to make certain words or phrases stand out.
You can also use unexpected or unusual words to capture the reader's attention
and ensure that they remember that specific information.

It is important to remember that the Von Restorff effect only works if the
standout element is relevant and positive to the message you are trying to
convey. If the standout element is not relevant or has a negative association, it
can distract the reader's attention from the essential information you are trying
to communicate.

Prompt: Use the Von Restorff effect in the text.

Prompt: Use the Von Restorff effect in the text as a subtle and relevant
word.

More on this in the unique marketing bonus.

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Framing

Framing is a powerful communication technique that influences the

perception and interpretation of information by emphasizing certain
aspects and omitting others. Here are some ways in which framing can be
used in a text:
Choose your words carefully: The choice of words in a text can greatly
influence its meaning and impact. By using positive or negative words,
you can influence readers to form a certain perception. For example, if
you want to promote a product or idea, you can use positive words that
highlight the benefits and minimize any drawbacks.
Provide context: By providing the right context, you can steer the
perception of information. By presenting certain facts, events, or
statistics, you can guide readers in a certain direction. For example, if you
want to make an argument, you can present the context in a way that
supports your viewpoint.
Making comparisons is an effective way to apply framing. By comparing
you can influence the perception of both subjects. You can make
something appear more positive by comparing it to something negative,
or you can make something seem less attractive by comparing it to
something superior.
If you want to use framing in a text, I suggest following these guidelines:
• Know who the other person is and what is important to them.
• Ensure that the message is concrete.
• Use positive words.
• Avoid using negations in the text.
Be aware of the pitfalls of this technique. Do not distort the truth or make
it overly beautiful. Stay honest. Do not exaggerate to the point where the
reader feels a lack of freedom of choice. Encourage the reader to think
about the message.
Stay ethical!

73
I would use this technique for the following products:
• A healthy snack
• A sustainable product
• A luxury product
• A product that is good for the environment
• A product that is good for health
• A product that is good for the wallet
• An exclusive product
• An innovative product
• A safe product
• A reliable product
An example of using this technique is if you want to encourage people to
exercise more. You can use words like fit, energetic, and healthy.
For a health product, you can use words like healthy and natural. Be
careful with making false claims.
You can think of words like exclusive, affordable, and easy.
Prompt: incorporate framing into the text.
Make your framing even stronger by combining it with a Cialdini principle
or the power of three consecutive words. You can also use Framing,
Cialdini, and three consecutive words together.
Prompt: incorporate framing into the text as the power of three
consecutive words.
Prompt: incorporate framing into the text as a Cialdini principle.
Prompt: incorporate framing into the text as a Cialdini principle
and the power of three consecutive words.
Prompt: incorporate framing multiple times into the text as a
Cialdini principle and the power of three consecutive words.
Did ChatGPT frame to much!
Just add the word: subtle before framing. It will make framing more subtle.

You can also add over the top before framing, to loke more like the incredible,
amazing and fantastic home shopping channels.

74
An interesting trial I did was to reduce a small text to 1 or 2 positive
framing words. This could work for a small text.

Prompt: Create 1 or 2 words form the following text. The 1 or 2

words should be positive framing words. Give 10 versions. This is
the text: Milk from Cows that are at least 120 days outside from
spring till autumn.

When you have a text you can use the following prompt.
Prompt: Create 1 or 2 words from the following text. The 1 or 2
words should be positive framing words. Give 10 versions. This is
the text: [text]
You can change positive also in negative framing. You can choose only 1
word or specify 2 or 3 words. Asking for 10 versions will give you more
choice.
Alternative use this prompt:
Prompt: Create 1 short sentence from the following text, a positive
sentence that uses the power of 3 consecutive words in a row. The
middle word is a Von Restorff effect word and a positive frame
word. give me 10 sentences. This is the text: [Text]
In the above prompt it says short sentence, but you can also specify
maximum x words, or if you would like to use it as a meta title use
maximum 55 characters including spaces.

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Nudging

"Nudging" is a concept in behavioral economics and psychology that refers

to subtly guiding people's choices without restricting their freedom to
choose. A nudge alters the environment so that when heuristic, or
automatic, cognitive processing is used, the more adaptive response will
also be the easier one to select. This approach is based on the insight that
people often make decisions based on convenience or whatever option
requires the least effort, rather than making purely rational choices.
The idea of nudging was popularized by Richard H. Thaler and Cass R.
Sunstein in their book "Nudge: Improving Decisions About Health, Wealth,
and Happiness." A classic example of a nudge is placing healthier foods at
eye level in a cafeteria, which makes them more visible and convenient to
grab, thereby encouraging better dietary choices without banning any
options.
Nudging can be used in a text through carefully crafted language and
presentation that guides the reader towards a certain choice or behavior.
Here are some ways in which nudging can be employed in text:
Framing Information: How information is presented can significantly affect
decisions. For example, saying "9 out of 10 people pay their taxes on
time" instead of focusing on the 1 who doesn't can nudge readers to
comply with tax laws due to social norm effects.
Default Options: When asking people to make a choice, the default option
is what happens if they don't make an active choice. In written forms or
online settings, indicating a default choice can nudge people toward it. For
instance, pre-checking a box for "I wish to receive newsletters" is a
nudge.
Simplification: Making information clear and concise can nudge people into
taking action by reducing the cognitive load. If you want people to follow
instructions or fill out a form, straightforward language and step-by-step
instructions can be a nudge towards completion.
Use of Social Proof: Including statements about what others are doing can
be a powerful nudge. For example, a message like "Most guests at this
hotel reuse their towels at least once during their stay" can encourage
people to conserve water.

76
Positive Reinforcement: Encouraging words or phrases that praise a
certain behavior can nudge people to adopt it. For example, a text that
says "You're on your way to becoming a savings superstar!" can
encourage continued fiscal responsibility.
Salience and Highlighting: Emphasizing key pieces of information by
making them more noticeable or memorable — through bold text, color,
or placement — can act as a nudge. Highlighting the benefits of a product
can nudge consumers towards a purchase.
Loss Aversion: People tend to prefer avoiding losses to acquiring
equivalent gains. A text that says, "Don't miss out on this opportunity"
can nudge someone more effectively than one that says, "Take advantage
of this opportunity," because it emphasizes the potential loss.
In all these examples, the key aspect of a nudge is that it doesn't take
away the individual's right to choose freely — it just makes certain choices
easier, more obvious, or more attractive. Nudging respects human agency
and is often used to promote behaviors that are in individuals' or society's
best interests without the need for more heavy-handed interventions like
mandates or prohibitions.
Prompt: Incorporate nudging in the text.
Prompt: Incorporate nudging and framing in the text.
Note The way ChatGPT will incorporate nudging into a text depends on the
information you provide about the purpose and target audience of a text
and the behavior you want to encourage. The clearer you are in this
respect, the better ChatGPT can apply nudging.

77
Can you use Nudging and Framing together in a text?

78
Affect Heuristic

The affect heuristic effect refers to a psychological phenomenon in which

people base their decisions and judgments on the emotional responses
they experience, rather than on objective facts and logical reasoning.
The affect heuristic is a mental shortcut that people use to make quick
decisions based on their emotions and feelings. It is important to know
that people make decisions based on their emotions and feelings. If you
want the reader to take a certain action, you need to make sure that the
text emotionally affects them. This can be achieved by using words that
evoke emotions and by creating a story that emotionally engages the
reader.
An example of the affect heuristic in text is when an ad for a car makes
the reader feel what it would be like to drive that car. By emotionally
engaging the reader, the ad can convince them to buy the car. An
instruction in the text can help the reader know what to do and encourage
them to take action.
The affect heuristic effect can have both advantages and disadvantages.
On one hand, it can help us make quick decisions in complex situations
where we do not have enough time or information. On the other hand, it
can lead to biases and irrational decisions when we rely too heavily on our
emotional responses without considering the necessary evaluation of
factual data.
It is important to be aware of the affect heuristic effect and to try to find a
balance between our emotional responses and rational thinking. By
thinking critically, gathering information, and considering objective data,
we can make better decisions based on a more balanced assessment of
the situation.
This is a technique where you use people's emotions to influence their
judgment or decision. For example, you can evoke positive emotions by
using humor, compliments, or beautiful images in your text.
Prompt: Incorporate the affect heuristic effect in the text.

79
Use this technique for products where emotions play a role.
• A travel agency can make the reader feel what it would be like to go
on vacation by using words like "relaxing," "adventurous," and
"refreshing."
• A restaurant can make the reader feel what it would be like to taste
their food by using words like "delicious," "fresh," and "flavorful."
• A clothing store can make the reader feel what it would be like to
wear their clothes by using words like "comfortable," "stylish," and
"fashionable."
• A fitness center can make the reader feel what it would be like to be
fit by using words like "healthy," "energetic," and "fit."
• A bookstore can make the reader feel what it would be like to read a
book by using words like "captivating," "exciting," and "inspiring."
• A florist can make the reader feel what it would be like to have
flowers at home by using words like "beautiful," "fragrant," and
"colorful."
• A furniture store can make the reader feel what it would be like to
have their furniture at home by using words like "comfortable,"
"stylish," and "durable."
• A cosmetics store can make the reader feel what it would be like to
use their products by using words like "soft," "smooth," and
"radiant."
• An electronics store can make the reader feel what it would be like
to use their products by using words like "innovative," "advanced,"
and "convenient."
• An automotive brand can make the reader feel what it would be like
to drive their cars by using words like "powerful," "fast," and
"smooth."
You can combine this technique with the power of three consecutive
words. This will enhance the emotion you evoke.
Prompt: Incorporate the affect heuristic effect in the text as the
power of three consecutive words.

80
Future Pacing

This is a technique where you make people visualize how their life will be
if they buy your product, service or follow your message.
For example, you can describe how they will feel, what they will achieve,
or how they will enjoy the results. Instead of showing an ad to contact for
buying a house, the photo shows a "sold" sign with contact information
below it.
Or instead of a photo of a custom-made license plate, you show a photo of
a custom-made license plate on an expensive car. This way, you show
what the result of their decision will be.
If you sell sofas, you can describe in your text: imagine yourself sitting
and relaxing on the couch at home after a long day of work. You feel
comfortable and relaxed while enjoying your favorite TV show or movie.
You can feel the cushions of the sofa and the soft fabric against your skin.
Combine this with a photo of the sofa and people in the described posture,
then you use future pacing.
These methods/techniques work best when combined with a good
strategy, a clear target audience, and an authentic message. You should
also consider ethical aspects and avoid consciously misleading or
manipulating.
For maximum effect, I would combine the text using the future pacing
technique with visuals. The text reinforces the visuals and vice versa. Note
that the image should align with the text and provide an ideal vision of the
future.
This technique is particularly effective for products where the target
audience is sensitive to emotions, such as fitness equipment, healthy
food, travel, cars, clothing, furniture, jewelry, and art.
Prompt: Incorporate the future pacing technique into the text.
This technique can also be combined with framing and the affect heuristic
effect.

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Curiosity gap headline

A curiosity gap headline

A curiosity gap is a way to grab the reader's attention by promising
something interesting but not revealing everything. It is a kind of
challenge or puzzle that the reader wants to solve or answer. A curiosity
gap uses the natural curiosity of humans to know more about something
that intrigues or surprises them.
You can use a curiosity gap in several types of texts, such as articles,
blogs, emails, ads and social media posts. The goal is to influence the
reader to continue reading or click on the text. A meta description or title
is also an ideal place for a curiosity gap. (As long as searching via a
search engine is relevant.)
A curiosity gap can be created by asking a question, revealing a fact,
telling a story, evoking an emotion, or showing a contrast. The key is that
the curiosity gap is relevant to the target audience and the message you
want to convey.
By emphasizing this gap in knowledge, you make readers curious to learn
more. This can work well for increasing clicks because people have a need
to seek information and find the missing piece that reveals the information
to them. Using a curiosity gap also aligns with proven psychological
marketing principles and is part of several of those principles.
Note:
One of the pitfalls of a curiosity gap is that it can come across as too
exaggerated or unbelievable. A curiosity gap can turn into clickbait. If you
promise too much or build up too much suspense, it will backfire. The
reader may then be disappointed in the content or feel deceived. Another
pitfall is that a curiosity gap can be too vague or general. If you do not
stimulate the reader enough or fail to make it clear why they should
continue reading, it can lead to disinterest or confusion.
A good curiosity gap, therefore, needs to find a balance between curiosity
and clarity.

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Examples of a curiosity gap for a blog about healthy eating:
Good: "How I Lost 10 Kilograms in 3 Months Without Exercising or Dieting
(and You Can Too)"
Bad: "This is the Secret to Quick and Easy Weight Loss"
The first example is good because it tells a personal story, shows a
specific result, and appeals to the reader.
The second example is bad because it sounds too vague, too generic and
unrealistic. It resembles clickbait.
Three more examples:
- "How a Small Change in Your Breakfast Can Help You Lose 5 Kilograms
in One Month"
- "The Scientific Method to Speed Up Your Metabolism and Burn More Fat"
- "The 3 Foods to Avoid if You Want to Lose Weight (and What to Eat
Instead)"
These examples are better curiosity gaps because they promise the reader
something concrete and valuable without exaggerating or misleading.
They also influence the reader's curiosity by using a question, a fact, or a
contrast.
Prompt: Create a curiosity gap headline for the text below that is
inviting without being too exaggerated or clickbait. The headline
should be a maximum of [number of words] words. This is the
text: [Text]
Prompt: Create a curiosity gap headline for the above text that is
inviting without being too exaggerated or clickbait. The headline
should be a maximum of [number of words] words. This is the
text: [Text]
Prompt: Create a curiosity gap headline for the above text that is
inviting without being too exaggerated or clickbait. The headline
should be a maximum of [number of words] words. Provide 10
different versions.

83
When writing or rewriting a text, use the following template:
Prompt: Start with a curiosity gap headline that summarizes the
text, inviting readers for more without being too exaggerated or
clickbait. The headline is a maximum of [number of words] words.
If you have received one curiosity gap title but are not satisfied,
Prompt: Create 10 curiosity gap titles based on the previously
generated text.
By asking for 10 versions, you can make your own choice.
You can use the prompts below to specify further requirements.
Prompt: Create 10 curiosity gap titles using a maximum of 10
words.
Prompt: Create 10 curiosity gap titles using the power of three
consecutive words, using a maximum of 12 words.
Afterward, you can ask ChatGPT:
Prompt: Which 3 titles are the most credible and not exaggerated,
and which 3 are less credible and exaggerated? Please explain.
Following these steps, you can optimize the title according to your own
wishes and preferences. It may take more time, but it will lead to a better
effect.
If you are writing an exciting text, you might consider using a slightly
exaggerated curiosity gap.
If your goal is sales, it is best to avoid exaggeration to prevent
disappointment. Adjust the curiosity gap headline based on your purpose
and target audience.

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The power of three

The power of three is a writing technique where you arrange three items,
concepts, or arguments in a row to make the message more powerful and
easier to remember. The idea is that our brain is better able to process
and retain information when it is presented in small, digestible chunks.

It is common in literature, marketing, and storytelling. For example, in

fairy tales, there are often three brothers, three wishes, or three
challenges. In marketing texts, it is used to emphasize the key benefits of
a product or service. By presenting these benefits in sets of three, the text
becomes easier to understand and remember for the reader.
Prompt: Use the power of three consecutive words in the text.
Prompt: Use the power of three consecutive words as three
benefits in the text by writing the three benefits one after another.
An example of the power of three in a marketing text:
"Our new smartphone features a faster processor, a better camera, and a
longer battery life." By listing these three key features of the product in a
row, it becomes easier for the reader to remember them and understand
why the product is better than the competition.
The power of three consecutive words often involves words that begin
with different letters. In some cases, the effect is enhanced when all three
words begin with the same letter. ChatGPT will choose the three
consecutive words automatically when requested. If you are not satisfied
with the words, you can simply ask for different ones.

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Prompt: Replace the word [word you want to replace] with a word
that starts with a [letter it should start with], give 10 possibilities.
[The entire sentence in which the word is located]
Example: Whether you want to inform, inspire, or convince people
We want to replace the word "convince" with a word that starts with an "I"
but still fits the text.
Prompt: Replace the word "convince" with a word that starts with
an "I," give 5 possibilities. Whether you want to inform, inspire, or
convince people.
I received the following answer: influence, instruct, interest, impress,
imply. This way, you can further optimize the power of three words and
pick the word you think fits best in your text.
Another example.
Prompt: Provide 10 versions of a word that starts with a "b" where
the sentence currently ends: to engage, to encourage, and to
From the 10 answers, the most interesting were to educate, to empower,
to enlighten, to explore
The power of three, especially three consecutive words, can be used in
many texts, not only in marketing or sales-oriented but also in a story.

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Unique marketing bonus

The power of three consecutive words, combined with the von Restorff
effect and a Cialdini principle, results in a strong, persuasive, and
impactful effect.
The power of three consecutive words is a proven effective technique. It
flows smoothly, and readers remember it. You can create a rhythmic
effect by choosing the right words or having all the words start with the
same letter.
Taking it a step further, with the von Restorff effect, you learned that you
could make one word stand out in a series of words. This word stands out
due to a different meaning. This effect can be perfectly utilized in three
consecutive words. Ideally, the middle or last word has a different
meaning, making it stand out. By also incorporating a Cialdini principle
with that word, you can achieve maximum impact.
I apply this technique after creating a text with three consecutive words.
You can provide the following prompt when creating or rewriting a text:
Prompt: Replace the word [middle word in the three consecutive
words] in these three words with a word that has the von Restorff
effect, a word that has a strong and positive meaning but still fits
in the sentence. The word should also support a Cialdini principle.
Write down the word along with the other words and mention the
Cialdini principle at the end. Provide 10 possibilities. [copy the
sentence here with the words to be replaced]
"Strong and positive" can be replaced if you want to achieve a different
effect.
Example: This new chair has a stylish, bold, and sleek design.
Prompt: Replace the word "bold" in these 3 words with a word
that has the von Restorff effect, a word that has a strong and
positive meaning but still fits in the sentence. The word should
also support a Cialdini principle. Create 10 versions. This new
chair has a stylish, bold, and sleek design.

87
Directly after the output you can ask:
Prompt: give me your top 3 of strongest words

88
Your choice will depend on the type of chair you are promoting, the
targeted audience and price of the product. The middle word will be
different, and readers will remember this.
• When selling a children’s chair, stylish, SAFE and sleek will be ideal
for this group
• When selling high end furniture, exclusive or unique could be the
right words.
• Not in this list when selling office furniture strong could be the best
word.
Using this bonus technique, you can optimize the text for its purpose and
targeted audience. You could also add the purpose and targeted audience
in the prompt to finetune the results
Prompt: Replace the word "bold" in these 3 words with a word
that has the von Restorff effect, a word that has a strong and
positive meaning but still fits in the sentence. The word should
also support a Cialdini principle. Create 10 versions. This new
chair has a stylish, bold, and sleek design. The purpose of the text
is to sell a children’s chair to parents of children in the age of 1 to
3 years old.

89
Metaphors

Metaphors can be strong, original and influential in a text, when used in

the right way. ChatGPT can be instructed to use metaphors in a text in
different ways.

90
When creating or rewriting a text use the following
Prompt: incorporate 1 metaphor in the text.
Metaphors are strong and using to many might be too much. In a long
text you can opt to use more than 1.
ChatGPT will create a metaphor in the text but you might not like the
results. In that case you can ask for another or 5 others an choose.

Prompt: replace the metaphor in this sentence by another one and

give me 5 version. This is the sentence: [copy the sentence before
and after the metaphor sentence here]
The reason I copy the sentence before and after the metaphor sentence is
to give ChatGPT context to optimize het metaphor. 5 or 10 version will
give you choice to finetune the sentence.
Metaphors can also be combined with other principles from this book. A
good combination is using a metaphor as a curiosity gap.
When you have a text, you can ask ChatGPT to create a metaphor
curiosity gap title for this text.
Prompt: create a metaphor curiosity gap title for the text below.
Create 5 version, this is the text [text]
You can add a maximum number of words to this prompt, or when used
as SEO a maximum number of characters. (Including spaces)
Using a metaphor as title for a text or at the beginning of the text you can
set the tone and frame the reader’s understating of the subsequent
content. The metaphor will then be used as an Anchor.
A metaphor in a text can also shape the reader when that metaphor is
using specific associations or emotions. In that case the metaphor is
priming and influencing thoughts and behavior.
Do you want to make a metaphor even stronger?
Use the storytelling style and incorporate one or 2 metaphors in the text.
When used correctly, this combination enables you to captivate the
reader’s attention and make your content more memorable.
Metaphors can be combined with framing and future pacing, see examples
here. Framing future pacing can be combined in 1 sentence but also
separate in the text. The combination of storytelling, metaphors, future
pacing, affect heuristic

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Rhyme as reason

A great effect to use in marketing and daily life:

Be careful how and where you use this effect. I can sound great to you
but might not be effective in real use.

92
Creating a good rhyme as reason is not easy. It might take several tries
and trial and error.

93
Prompt: create a rhyme as reason for my e-book chatgpt the
secret to professional writing. It explains how to use ChatGPT to
create texts. The rhyme is maximum 8 words long. give me 10
versions.

You can ask for 10 more version.

Specify more or less words.
Specify a certain word of start.
Be creative this effect is trial and error. Ask for 10 or more versions will
help.

create a rhyme as reason for my e-book chatgpt the secret to

professional writing. It explains how to use ChatGPT to create
texts. The rhyme is maximum 8 words long. The first words are
write smart.
give me 10 versions.

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Because

If you ask someone something or want to convince them, you should

always provide a reason. People want to know why they should do
something. The word "because" shows that you have a reason, which
makes people more willing to say yes.
The Harvard copy machine study demonstrates this. People were standing
in line for a copy machine. Some people asked if they could go ahead
without giving a reason. Others asked if they could go in front because
they were in a hurry or because they needed to make copies. The people
who used "because" had much more success than those who did not.
The word "because" also helps to convince your readers of your work or
ideas. You need to provide a good and logical reason that explains the
why. Then you can show the readers that you have done your research
and that you have a convincing argument.

95
If you can provide a strong justification for "because," it serves as a
reinforcing element in a text. This is especially effective in marketing
texts, where it can be used as a part of persuasion. Avoid using "because"
excessively, because it diminishes its effectiveness and becomes too
forceful.
Example: This chair is durable because it is made of strong and
sustainable materials, such as recycled metal and responsibly sourced FSC
hardwood.
Metal and hardwood are known for their strength, supporting the
"because" statement. By also incorporating recycled and responsibly
sourced FSC, you enhance the sustainability aspect. By using "because"
you indicate that it is logical to use these sustainable materials, it makes
sense!
Prompt: Use the word because a maximum of 2 times in the text,
utilizing it as a Cialdini principle.
Prompt: Use the word because a maximum of 2 times spread
throughout the text, employing it as a Cialdini principle.
If the because reason does not suit your needs, no problem. Ask ChatGPT
Prompt: Provide 5 other reasons for because in the text [copy the
text here one line before and one line after because].
You will now receive 5 (or 10) alternatives from which you can choose the
best one yourself.
You can also ask ChatGPT for a top 3 immediately after it generates the
alternatives.
Prompt: Provide the top 3 reasons that are most appealing as
justifications using because.

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IF

The use of the word "if" in communication and language can have various
psychological effects depending on the context. Here are some ways in
which the word "if" can psychologically work:

1. Comparison and Analogy: When "if" is used to make a comparison

("He is fast as a cheetah"), it helps the listener or reader form an
image or feeling by referring to something known. This can help
make complex or unknown concepts easier to understand.
2. Conditional Scenarios: "if" can also be used to refer to a conditional
or possible scenario ("If you do that, then that happens"). This can
evoke feelings of anticipation, hope, and expectation, depending on
the context.
3. Openness and Speculation: The use of "if" can give a feeling of
openness and possibility. For example: "What if we try this
method?" This invites speculation and consideration of alternatives.
4. Distance or Uncertainty: Sometimes "if" can convey a feeling of
detachment or uncertainty. For example: "It seemed as if he was
angry." Instead of stating directly that someone was angry, this
formulation suggests a certain uncertainty or interpretation.
5. Motivation and Goal Setting: In coaching or therapy, the word "if"
can be used to help someone envision a desired future. For
example: "How would it be if you achieved your goal?"
6. Empathy and Compassion: Asking questions like "How would you
feel if..." can help foster empathy and compassion, by encouraging
someone to put themselves in someone else's shoes.

In summary, the word "if" in the English language can have different
psychological effects, depending on the context. It can evoke feelings and
thoughts of comparison, possibility, conditionality, speculation, and
empathy. It is a powerful tool in communication and can, if used correctly,
help convey complex ideas and emotions.

97
Using the word "if" effectively can steer conversations, influence decisions, and
provoke thoughts by introducing conditions, possibilities, and speculations. Here
are ten examples illustrating different uses:

1. **To Encourage Contingent Decisions**: "If you invest in this technology

now, you could be ahead of the competition."
- This statement suggests that taking the action proposed is contingent on
achieving a competitive advantage.
2. **To Present a Hypothetical Scenario**: "If we lived in a world without
poverty, how would our economies differ?"
- By presenting an idealistic scenario, it prompts the reader to think about the
current state of economies in contrast to the hypothetical.
3. **To Suggest Consequences**: "If you continue to work without breaks, you
might face burnout."
- This signals a possible negative outcome of ongoing behavior, influencing
someone to consider changing their habits.
4. **To Offer a Solution**: "If you're feeling overwhelmed, perhaps we could
delegate some tasks."
- It provides a conditional solution to a problem, which can influence someone
to consider teamwork and support.
5. **To Influence by Fear of Missing Out (FOMO)**: "If you don't act now, you
might miss this once-in-a-lifetime opportunity."
- This type of statement plays on the fear of missing out, pushing the reader
towards immediate action.
6. **To Create a Sense of Urgency**: "If we don't meet the deadline, we risk
losing the client."
- Implies that immediate action is necessary to avoid a negative outcome,
prompting a sense of urgency.
7. **To Inspire Positive Imagery**: "Imagine if every day was as productive as
today; we would achieve our yearly goals in no time."
- Encourages the reader to envision a positive outcome, which can be
motivational.
8. **To Encourage Empathy**: "If you were in their situation, you might
understand their challenges better."
- Invites the reader to put themselves in someone else's position to foster
understanding and empathy.
9. **To Signal a Conditional Promise**: "If you complete your homework, you
can play your favorite game."
- This is a classic conditional incentive used to influence behavior by attaching
a reward to a completed action.10. **To Provoke Thought and Reflection**: "If
history had unfolded differently, how would our lives be changed?"
- Encourages reflection on the impact of historical events, leading to a deeper
engagement with the topic at hand.

Using "if" in these ways introduces conditions that the reader or listener must
mentally engage with, creating a space where they're more likely to be
influenced by the argument or proposition being presented.

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Not

Like if not is a word je have to consider to use it or not.

99
Using the word "not" in a text serves several important functions and can be advantageous in
various contexts:

1. To Express Negation: The primary role of "not" is to negate a statement, verb, or

adjective. It is essential for expressing the opposite of an assertion or to deny
something. For example, "I am not going" clearly indicates a refusal or denial of the
action of going.
2. To Provide Clarity: "Not" can be used to clarify a statement or to correct a
misconception. It helps in specifying what is not the case, as opposed to what is. For
example, "She is not the manager, but the assistant manager," clarifies someone's
role or position.
3. For Contrast and Emphasis: "Not" is used in contrasting ideas or emphasizing a
particular point. It can highlight differences or unexpected situations. For example,
"He is not just smart; he’s also incredibly creative" emphasizes the dual qualities of
being smart and creative.
4. To Form Questions: Negative questions, formed using "not," can be rhetorical or can
imply that the speaker expects a certain answer. For example, "Is it not obvious?"
implies that the answer should be obvious.
5. In Persuasive Writing: In arguments or persuasive texts, "not" can be used to refute a
point, present counterarguments, or diminish the strength of an opposing view. For
example, "This is not a matter of opinion; it’s a matter of fact."
6. For Understatement (Litotes): Using "not" with an adjective can create an
understatement (litotes) for rhetorical effect, often to convey modesty or soften a
statement. For example, "The results were not insignificant" suggests that the results
were, in fact, significant.
7. In Formal Writing: In formal or academic writing, using "not" instead of contractions
(like "don't" or "can't") is preferable as it maintains a formal tone and is clearer to an
international audience who might be less familiar with English contractions.
8. To Avoid Misunderstandings: In legal, technical, or official documents, "not" is crucial
for specifying what is not included, permitted, or intended, thereby avoiding
ambiguities or misunderstandings.

The advantage of using "not" lies in its ability to precisely convey negation, clarify meaning,
emphasize points, and provide contrast in a text. It is a fundamental part of English grammar
that plays a vital role in the accurate and effective expression of ideas.

100
For example, in this book I used the sentence:
Have you combined different styles and the text is not to your liking?
Then omit one or more styles.
ChatGPT rewrote the text to:
Did you combine different styles and are you looking for a better result?
Then leave out one or more styles.
Or
Did you combine different styles and are dissatisfied with the text? Then
leave out one or more styles.
If you want to replace “not” in an existing text use this prompt:
Prompt: In the text, analyze how the word is not used. If possible,
also provide an alternative to using the word not in the sentence.
This is the text: [copy text here]
Not using not generally works more positively unless it is really effective.
(see previous page)
Want to avoid using not in a text?
Prompt: Preferably avoid using the word not in the text. If not
encountered in an existing text, analyze its function. If its use
does not add value to the text, omit or replace the word not.

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Or

A word that offers you a choice or not?

The word "or" is a conjunction that is mainly used to present alternatives
or options. For example: "Would you like tea or coffee?" In this sentence,
"of" indicates that there is a choice between two beverages.
Let's examine the different contexts and connotations of "or" in more
detail:
1. Meaning:
- As a conjunction, "or" offers an alternative possibility or choice: "Do
you want to go to the movies or stay at home?"
- It can also express doubt or uncertainty: "I do not know if he will
come."
2. Positive or negative:
- The word "or" in itself is neither positive nor negative. The connotation
depends on the context in which it is used. In "Would you like chocolate or
vanilla?", it is neutral. But in "I am not sure if it will work out," it can
express a form of uncertainty or doubt.
3. When to use/not use:
- Use "or" when you want to present alternatives or options.
- Avoid "of" if you want to make a silent or definitive statement. For
example, instead of "I don't know if I can come," you could say "I will
come." or "I will not come."
4. Psychological effects:
- Choice/autonomy: By using "or" to present options, the reader or
listener may feel that they have a choice, which can lead to a sense of
control and autonomy.
- Doubt: If "of" is used in a context of uncertainty, it can convey doubt
or uncertainty.
- Openness: The use of "or" can suggest a feeling of openness or
flexibility, which can lead to a more receptive attitude in the reader or
listener.
In conclusion, the use of the word "or" can vary depending on the context.
It is important to understand the nuances and implications to
communicate effectively and to convey the desired effects.

102
The word or can be positive or negative depending on the context. When
using or, be careful how you use it.
I'm not sure if she will go to Paris or stay home
This creates uncertainty; a better alternative is:
We will do our best to meet the deadline.
Another example:
I don't know if I can come to your birthday.
I will do my best to come on your birthday.
Or also has a strong effect as freedom of choice. Choice is especially
important in marketing texts. By giving a choice, the reader is less likely
to feel forced into something.
Not sure if you used or correctly?
Then use this prompt:
Prompt: In the text, analyze how the word or is used. If or is used
negatively, also provide an alternative for using the word or in the
sentence. This is the text: [copy text/sentence here].

103
Reactance

Now that you have read about all the psychological influence techniques,
you want to get started. However, be aware that there is a fine line
between influence and manipulation. Additionally, you want to influence
the reader in a subtle way, meaning they should not feel that they are
being influenced or limited in their freedom of choice.

104
Reactance is certainly something to consider when creating sales texts.
Unconsciously, you might make the text too persuasive and restrict the
reader's freedom of choice, resulting in a poorly converting text. However,
ChatGPT is familiar with reactance and can take it into account when
writing a text. Therefore, add this prompt to the rest of your prompts:
Prompt: Write the text while considering the reactance effect.

105
Freedom of Choice

On the previous pages, you've read about reactance. A marketing text

that comes across as too compelling can cause the reader to feel forced.
By taking reactance into account, ChatGPT will make a text less
compelling. However, there is another stronger and more effective effect
you can use.
True freedom of choice.
In English, but you are free (BYAF) technique. There has been scientific
research on this technique and its effect.
https://www.tandfonline.com/doi/full/10.1080/15534510.2015.1026390
The study shows that by giving a choice, the choice for your product,
service or something else will actually increase. By providing a choice, the
effect will be positive.
Many marketing texts use a call to action, order now, start today. You can
ask ChatGPT to give the reader choice.

106
Prompt: incorporate a call to action in the text. With this call to
action, keep in mind that the reader gets the feeling that the
choice is up to him or her without any pressure to make a
decision, subtly incorporate this choice at most 1x with the call to
action in the text.
Prompt: if you use a call to action in the text, keep in mind in this
call to action that the reader gets the feeling that the choice is up
to him or her without any pressure to make a decision, incorporate
this choice subtly at most 1x at the call to action in the text.
Giving a choice will increase conversion over a more compelling choice.

107
Image formation

A text stands or falls with the perceptions a reader has. On the previous
pages you have been able to find examples of psychological principles for
influencing a reader. Influencing has everything to do with image
formation.
What does ChatGPT know about image formation? I asked the following
question:

108
If you have an existing text, let ChatGPT analyze the imaging.
Prompt: analyze the image formation of this text: [copy text here].
ChatGPT can also provide information about what imaging it would use
with a particular goal and target audience. The better you describe the
purpose and target audience, the better the advice.
Prompt: I want to create a text with the purpose [goal] for the
target audience [audience]. Which image formation is best to use
in this text?
ChatGPT will now come up with an analysis and proposal. After this
prompt, you can immediately use the prompt you want to write the text
with. Then add the following prompt to that prompt:
Prompt: to create the text, use the image formation you suggested
earlier.
ChatGPT will now use in the text as much as possible the imaging that it
previously proposed. Alternatively, you can choose to use parts of the
proposed imaging yourself. Eg:
Prompt: use the following image formation when creating the text:
descriptive language, metaphors and comparisons and sensory
details.
Prompt: What will you do if i ask you to: analyze the imaging of
this text: [copy text here]. What is the difference when i ask you
to: analyze the image formation of this text: [copy text here]. do
not execute the prompt only explain.

109
Other

Above psychology are the most common used principles or effect. But
there are more, many more. I asked ChatGPT to create a list of 50
principles/effect.
Some in these list have been discussed in this book; others are part of a
discussed principle/effect. Which one you use will depend on the purpose
and target audience of your text.
Also remember to use the carefully. Using several ones might create the
opposite effect.
• Reciprocity: Offering something of value to the reader to trigger a
sense of obligation.
• Scarcity: Creating a perception of limited availability to increase
desirability.
• Social Proof: Presenting evidence of others' actions or opinions to
influence the reader's behavior.
• Authority: Citing credible sources or using influential figures to gain
trust and credibility.
• Liking: Establishing a connection or similarity with the reader to
increase persuasion.
• Consistency: Encouraging the reader to align their actions with their
beliefs or past commitments.
• Commitment: Seeking small initial agreements to increase the
likelihood of further compliance.
• Framing: Presenting information in a way that influences the
reader's perception or interpretation.
• Priming: Introducing subtle cues or stimuli to activate specific
thoughts or behaviors.
• Anchoring: Using an initial reference point to influence subsequent
judgments or decisions.
• Cognitive dissonance: Creating a sense of discomfort to motivate
the reader to seek consistency.
• Emotional appeal: Eliciting specific emotions to sway the reader's
opinions or actions.
• Contrast effect: Highlighting differences between choices to
manipulate perception and preference.
• Loss aversion: Emphasizing potential losses rather than gains to
increase motivation.
• Foot-in-the-door technique: Requesting a small favor initially to
increase compliance with larger requests later.

110
• Door-in-the-face technique: Making an initial larger request to make
a subsequent smaller request more likely to be accepted.
• Self-perception theory: Shaping attitudes or behaviors by observing
one's own actions.
• In-group bias: Leveraging a sense of belonging or identity to
influence attitudes or behaviors.
• Halo effect: Associating positive traits with a person or product to
influence overall perception.
• Confirmation bias: Presenting information that aligns with the
reader's existing beliefs to reinforce their position.
• Availability heuristic: Relying on readily available information to
make judgments or decisions.
• Scrambled sentences: Disrupting the logical flow of sentences to
prime specific thoughts or behaviors.
• Pratfall effect: Demonstrating vulnerability or making a minor
mistake to increase likability and relatability.
• Overwhelm technique: Bombarding the reader with information or
choices to induce decision fatigue.
• Fear appeal: Eliciting fear to motivate the reader to take action or
change their behavior.
• Repetition: Reiterating key points or messages to enhance memory
and persuasion.
• Storytelling: Engaging the reader through narratives to create an
emotional connection and enhance recall.
• Cognitive fluency: Using simple and easily understandable language
to facilitate processing and persuasion.
• Bystander effect: Highlighting the prevalence of a particular
behavior to encourage the reader to conform.
• Norm of reciprocity: Leveraging the social norm of returning favors
to influence the reader's actions.
• Mere exposure effect: Repeatedly exposing the reader to a stimulus
to increase familiarity and liking.
• Anchoring and adjustment: Providing an initial reference point to
influence subsequent judgments.
• Central route persuasion: Presenting logical arguments and evidence
to convince the reader through rational thinking.
• Peripheral route persuasion: Using peripheral cues (e.g.,
attractiveness, endorsements) to influence the reader's attitudes.
• Reward anticipation: Creating a sense of anticipation for a reward to
motivate the reader's actions.
• Punishment aversion: Highlighting potential negative consequences
to discourage certain behaviors.

111
• Contrast principle: Presenting two contrasting options to make one
more appealing or desirable.
• Information gap: Creating curiosity or a sense of incomplete
knowledge to engage the reader.
• Nostalgia: Evoking positive memories or sentimentality to enhance
persuasion.
• Self-referencing: Relating information to the reader's self-identity or
personal experiences to increase persuasion.
• Humor: Using wit or comedy to capture the reader's attention and
enhance likability.
• Belief perseverance: Exploiting the tendency to cling to existing
beliefs even in the face of contrary evidence.
• Personalization: Tailoring the message to the individual reader to
increase relevance and engagement.
• Mystery: Piquing curiosity by withholding information to captivate
the reader's interest.
• Authority bias: Exploiting the tendency to trust and follow the advice
of authoritative figures.
• Groupthink: Encouraging conformity within a group to influence the
reader's opinions or actions.
• Framing effect: Presenting information in different ways to influence
perception or decision-making.
• Hyperbolic discounting: Emphasizing immediate benefits over future
consequences to sway the reader's choices.
• Ego depletion: Exploiting the limited self-control resources of the
reader to increase compliance.
• Goal priming: Activating specific goals or desired outcomes to
influence the reader's behavior.

112
I asked ChatGPT to name the 10 most used and effective in a text to
influence. This is it’s answer: Reciprocity, Scarcity, Social Proof, Authority,
Liking, Consistency, Commitment, Framing, Emotional appeal, Cognitive
dissonance.
In this top 10 your will find the Cialdini principles and some others. Most
used does not mean that they are the right choice for your purpose. So
always check or ask.
Prompt: The purpose of my text is [purpose] for the target
audience [target audience] is the use of this psychological
principle of effect: [name the effect or several] suitable to use for
this purpose and target audience?
You can also ask ChatGPT this:
Prompt: Name 5 types of target audiences where the [name of the
above psychological principles] will work in a text as psychology.
Prompt: Name 5 types of target audiences where the scrambled
sentences will work in a text as psychology. Explain how to use it
and what effect does it have on a reader?
Don’t know which one to use?
Prompt: The purpose of my text is [purpose] for the target
audience [target audience] Name and explain 10 psychological
principles, techniques or effects that I can use to influence.
Prompt: The purpose of my text is to persuade my boss to let us
use ChatGPT for writing a text. I am writing an emails. Name and
explain 5 psychological principles, techniques or effects that I can
use to influence.
Psychology can also be used to prepare for a meeting.
Prompt: I have a meeting this my boss and other team members
to discuss if we should use ChatGPT or AI in our organization. I
would like to use it but others do not want to use it. What
psychological principles, techniques and effect can I use to
influence them to be more positive and agree with me?
You can see the above prompt as an example to ask ChatGPT for advice if
you want a problem. It can give you an idea, input to consider. Use is
wisely and carefully.

113
SEO
When writing a text for SEO, consider the following:
• Keywords: Use relevant keywords that users search for in your
content, including synonyms and related words.
• Related topics: Cover related subjects that are relevant to your
target audience and can be associated with your keywords.
• Formatting and layout: Organize your content and make it easy to
read for users and search engines, using titles, subtitles, and
images.
• Visual content: Remember that content is more than just text. Use
images and other visual elements to make your content appealing to
users.
• Website/brand authority: Build a good reputation for your website
and brand by delivering high-quality content and obtaining backlinks
from reputable websites.
• Write for visitors: Always write with the visitor in mind, not just for
search engines. Make your texts interesting, informative, and easy
to read for your target audience.
• Use descriptive URLs: Use short, descriptive URLs that clearly
indicate the page's topic.
• Use an attractive title: The title of the text is one of the most crucial
elements for SEO. Include the desired keywords and make it
appealing to readers.
• Use a good meta description: The meta description appears below
the title and URL in search results. Include relevant keywords and
entice readers to click on the link.
• Use internal and external links: Specify which internal and external
links you want to include in the text and explain their relevance to
the topic.
• Keep the text concise: Indicate the ideal length for the text and
avoid making it too long. Longer texts are less likely to be read and
are therefore less effective for SEO.

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Search words

When providing prompts for text (re)writing, it is also important to specify

the relevant keywords. ChatGPT will take them into account and
incorporate them into the text.
A prompt could be:
Prompt: Use these words in the text for SEO: (SEO words,
separated by commas), and use synonyms and LSI keywords.
Prompt: Write a text of maximum 100 words about an online
marketing course. Use these words for SEO in the text: course,
online marketing, psychology, Cialdini, but also use synonyms and
LSI keywords.

Prompt: what synonyms and LSI keywords did you use?

By asking for synonyms and LSI keywords you create a stronger text for
SEO use.

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Meta description / Title

The meta tag consisting of the Title and Description is often overlooked. A
search engine visitor will see this title and description first. The title is
usually 55 characters long (including spaces). The description is usually
155-160 characters long (including spaces).
Note that I have also observed that Google only shows the first 100-120
characters, so check this for your site!
The title and description are extremely important; they determine whether
a search engine visitor clicks on the link or not.
Incorporating a curiosity gap is a useful tool in a title or description.
The power of three consecutive words will also be a powerful instrument.
Prompt: Write a meta description of the text below, with a
maximum of xxx characters including spaces. Create 5 versions.
This is the text: [Text]
Prompt: Write a meta description including a curiosity gap for the
text below, with a maximum of xxx characters including spaces.
This is the text: [Text]
Prompt: Write a meta description including a curiosity gap for the
text below, with a maximum of xxx characters including spaces.
Incorporate the word [SEO word] into the description. [Text]
Prompt: Write a catchy title for the text below, with a maximum of
55 characters including spaces. Create 10 versions. This is the
text: [Text]

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You can also write:
Prompt: Write a meta description for the text below, use a
maximum of xxx characters including spaces, and write a catchy
title for the text using a maximum of 55 characters including
spaces. Create 5 version. This is the text: [Text]

For more options, I always use:

Prompt: Write 10 meta descriptions for the text below, using a
maximum of xxx characters including spaces. This is the text:
[Text]
Prompt: Write 10 meta descriptions for the text below,
incorporating the power of three consecutive words, use a
maximum of xxx characters including spaces. This is the text:
[Text]

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Prompt: Write 10 catchy titles for the text below, use a maximum
of 55 characters including spaces. This is the text: [Text]
Incorporating an SEO word in the title is also possible.
Prompt: Write 10 catchy titles for the text below, use a maximum
of 55 characters including spaces. Also include the word [SEO
word] in the title. [Text]
You can have the meta title and description written with the power of
three consecutive words. Instead of a catchy title, you can also use terms
like challenging, persuasive, informative, etc. You can ask for a positive
frame word in title or description. You can ask to end using a call to action
or visit my blog.
Tailor this to your target audience. Keep in mind that a title and
description should invite clicks.
A curiosity gap, the power of three consecutive words, or a Cialdini
principle always work well to increase the number of clicks.
Online prompts suggest using a maximum of 155 to 160 characters for
the meta description. However, we have observed that sometimes only
the first 100 characters are visible on Google. For the meta title, up to 55
characters are visible. Therefore, first check your current meta description
on Google and see how many characters are visible.
ChatGPT and Bing do not always display the correct number of characters,
but you can verify this.
Prompt: How many characters including spaces does the following
text have: [Text]

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SEO-friendly URL

Once you have created a meta title and description, you can also create
an SEO-friendly URL.
Prompt: Create 5 SEO-friendly URLs for [meta title] [meta
description] for the domain "mydomain.com."
Prompt: Create 5 SEO-friendly URLs for [meta title] [meta
description] for the domain "mydomain.com" Also include this
word: [SEO word] in the URL.
Prompt: Create 5 SEO-friendly URLs for [meta title] [meta
description] for the domain "mydomain" Also include this word:
[SEO word] in the URL. The URL should be a maximum of 4 words.
Prompt: Create 5 SEO-friendly URLs for "Attract, Persuade, and
Motivate: Those are the goals of online marketing with psychology
and Cialdini. Learn how to apply these principles to your website,
social media, and email campaigns. Online marketing with
psychology and Cialdini: The course you must take" for the domain
"bobballings.nl"

Prompt: Which 2 would you choose when the SEO words are:
course, online marketing, psychology and Cialdini

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Intentional errors (Link building)

This information is only applicable if you are using ChatGPT to generate

texts for link building. The actual pages themselves are not likely to be
read quickly. The sole purpose is indexing by Google for link building.
There is a race to determine whether texts are created by a human or AI.
AI-generated texts may have less influence on your ranking (however,
this has not been proven).
The solution could be to consciously let ChatGPT incorporate "human"
errors into the text. I asked ChatGPT what the most common human
typos are.

120
What mistakes can I prompt ChatGPT to make.

.
Next question, which mistakes have minor impact on the text.

121
Prompt: incorporate 2 errors with swapped letters into the text.
Prompt: incorporate 1 error with missing letters into the text.
Prompt: incorporate 2 errors with punctuation into the text.
Prompt: randomly incorporate a maximum of 4 errors into the
text, choosing randomly between swapped letters, missing letters,
or errors in punctuation."
When checking zerogpt.com for human or AI content, adding errors into
the text lowers the possible AI score. A test I did showed a 97% AI score,
after adding 5 errors, the score dropped to 45%.
I would only suggest using errors if the complete content is made by the
AI. This could be when writing a bolg sorry blog for link building.
When writing your own text and thus knowledge and message I would
suggest not to add errors into the text.
Using the above option is up to you.

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Text analysis

Analysis of texts is an option that gives you the ability to receive a

thorough analysis of any text. You have come across a brilliantly written
text, a captivating, engaging, and persuasive ad/marketing text, or a
beautifully crafted travelogue. You can ask ChatGPT to provide a detailed
analysis of a text. This information can assist you in choosing the
appropriate prompts for a text aimed at a similar target audience or
purpose. Analyzing existing texts makes the process of writing much
easier.
Prompt: Analyze the text below. Analyze the text based on the
following aspects: purpose, style, target audience, perspective,
structure, language and language usage, and topic. Explain these
aspects and then present them in a table format. Analyze if any
psychological principles and/or neuromarketing techniques are
being used and explain them.
In the above prompt, you can drop certain aspects or add additional ones
if desired. You can also ask ChatGPT to perform an SEO analysis of a text
and identify the key SEO words. Simultaneously, in the analysis, you can
inquire whether the used SEO words align with the purpose and objective
of the text.
Prompt: Perform an analysis of the text below. The purpose of the
text is [purpose], the target audience is [target audience]. Then
conduct an SEO analysis of the text. Analyze whether the SEO
keywords align with the purpose and target audience of the text.
If not, mention the purpose and target audience with whom they
do align. Identify the five most important SEO words and present
them in a table, including their frequency of use along with
synonyms of these words and LSI keywords.
An SEO analysis enables you to further optimize your text for SEO.
Currently, it is not yet reliably possible to directly analyze a page from
ChatGPT/bing.com. However, this capability will be available soon.

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Readability

There are different ways of checking the readability of a text.

One formula is the Flesch-Kincaid Grade Level.

Prompt: Analyze the text below using the Flesch-Kincaid Grade

Level formula. After analysis give the number and explain the
level. This is the text: [text]
Above result will give an indication but is based on a math formula and
doesn’t look at the actual content.

I explained the ability of the AI to write a text in different language levels

and it’s also possible to analyze a text for language levels.
Prompt: Analyze and rate the text below using the CERF, ACTFL
and ILR language level. This is the text: [text]
Prompt: Analyze and rate the text below using the CERF, ACTFL
and ILR language level. Explain the rating and analysis in depth.
This is the text: [text]
This prompt contains 3 different language level systems. These are more
for different countries so you could try other language level system, only
use CERF or another one. This will depend on your country or residence.

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Spell, write, and punctuation check
Good text writers have a built-in mechanism to recognize errors in spelling
and punctuation. For all other people, there's ChatGPT.
But many readers also have this mechanism. Even if your text is beautiful,
impressive, and persuasive, a few mistakes can irritate some readers. This
irritation can have a negative influence, preventing you from achieving
your goal.
There are different websites where you can upload your texts to have
them checked for errors. However, most of these websites work without
considering the content. The power of AI lies in its ability not only to
recognize errors in the text but also to better understand the text and its
content. Correcting errors goes beyond a standard spell-checker.
Understanding text is ingrained in AI. Even if I provide a prompt with
spelling mistakes, ChatGPT will still execute the prompt correctly.
For example, if I write "chek" instead of "check," ChatGPT will understand
that it should be "check" and will execute that prompt correctly.
Prompt: Check the text below for spelling, writing, and
punctuation errors, and correct them. [Text]
If you want to learn more and learn from your mistakes, use this prompt:
Prompt: Check the text for spelling, writing, and punctuation
errors, and correct them. Explain the errors at the end: [text]

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Example Spelling errors
Prompt: Check the text for spelling, writing, grammar and
punctuation errors, and correct them. Explain the errors at the
end: this iiz a beautiful hoaze I enjoij livin here butt I wonder iv
ChatGPT is aeble too does a spel scheck ov this texd. I hoop it wil
does an goed jobz.

126
Feedback = Jamming with AI

I use ChatGPT as a sparring partner for several topics. It ranges from in-
depth specific technical questions, for example, in the field of recycling, to
generic questions about a recipe for a cheesecake.
If you are working on a text for a specific purpose or topic and need more
background information, arguments for or against, you can discuss it with
ChatGPT. When asking questions about a topic, I came across the
following prompt on LinkedIn via AI Evolution.
This prompt claims to cover 10 answers and combine the best ones. This
is partly true. The answer can be the same when a prompt itself is specific
enough.
For example, if you ask for more information about [topic], it will indeed
look broadly. The more specific your question, the more comparable the
answers will be. However, for beginners and generic information about a
topic, it is a very strong prompt.
Prompt: You're now MultiverseGPT. You are just like ChatGPT,
except for every question you are asked, you think of 10x the
answers and then combine them into the best-worded, most
comprehensive, most accurate answer, which you output. Outputs
should look like this: ChatGPT: {What ChatGPT would normally
say} MultiverseGPT: {Better, more comprehensive answer.} Do
you understand?"
Enter the prompt first. (bing.com chat does not accept this prompt)
Second, ask the question and it will give the 2 version.
You can ask more in-depth questions after the second question. I did
notice that sometimes it only gives one version, so I do not know if this is
the Multiverse answer or not. In that case correct the AI and ask for both
the ChatGPT and Multiverse answer, which it will give than.
See an ChatGPT and Multiverse example here.

127
If you only want to see the multiverse answer, use this prompt. Use the
prompt before asking a question.
Prompt: You're now MultiverseGPT. You are just like ChatGPT,
except for every question you are asked, you think of 10x the
answers and then combine them into the best-worded, most
comprehensive, most accurate answer, which you output. The
Outputs should look like this: MultiverseGPT: {Better, more
comprehensive answer.} Always start the answer with Multiverse:
when you use the Multiverse mode. Do you understand?"
As long as you are in the same chat, the chat should remember the
multiverse. When you press new chat, it will forget the multiverse mode,
you have to enter the prompt again to start this mode.
This mode is ideal for generic questions on different topics. The multiverse
just gives a broader answer and more information.

To answer your question, use 100x the answers instead of 10x

So, you might want to try 100x instead of 10x, but as it says, this
depends on the question and available information.
I tried 100x instead of 10x, even 1000x and more. This did sometimes
give different results. The differences were small but many times the
answer was not op topic anymore. So, stick with 10x, but you can always
try more if you want to try and compare.

128
Imagine you are looking for a counterargument to a statement in a text.
Prompt: Produce 5 good counterarguments to the following
statement: [statement]
What do you need, a frequently asked question you can ask.
Prompt: What do I need to: [question]
Prompt: What do I need to write an e-book?
ChatGPT can also provide reasons for or against.
Prompt: Produce 5 good reasons to [question]
Prompt: Produce 5 good reasons to write an e-book.
Prompt: Produce 5 good reasons not to write an e-book.
Prompt: List 5 arguments for using Cialdini principles in the text.
After ChatGPT's response, ask:
Prompt: List 5 arguments for not using them.
To prepare for a discussion, you can ask:
Prompt: The discussion is about [specify]. This is my argument:
[argument]. Give me 2 counterarguments I can expect.
ChatGPT will provide you with 2 counterarguments.
Prompt: Provide 2 arguments I can use against the 2
counterarguments you just mentioned.

129
If you have written a text together with ChatGPT, you can also ask for
feedback.
Prompt: Provide feedback on the text below. The goal of the text is
[goal], and the target audience is [target audience if applicable].
Conduct an analysis and provide points for improvement.
You will receive an explanation of good points as well as points that can
be improved.
After that, you can ask ChatGPT to further optimize the text.
Prompt: Can you optimize the text further? Do this and then
explain what you did.
You can ask: Can I change or add something to the text at this point or
according to a psychological principle?
You can ask for an explanation of what ChatGPT thinks.
Ask for the top 3 if you requested 10 examples.
Prompt: Analyze the text from https://url. This is the page of
[company name], a company that [describe what the company
does]. I want to know how this text is written and what effects it
has on the reader. Analyze the text based on the following points:
objective, target audience, style, perspective, structure, language,
language usage, and topic. Explain each point and then present
them in a table. Also, analyze whether psychological principles or
other techniques are being used and explain them in Dutch.

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Template

Base template

Below is a basic template for writing a text.

You can add or change prompts.
By using this prompt, you can better match the result to your purpose and
target audience.
Use this template as a foundation for your prompts.
Write a new text.
The purpose of the text is [your purpose and include a goal]
The target audience is/are: [your target audience].
Write the text in the [style] style.
Write the text in a [tone] tone.
Write the text in the [perspective] perspective.
Write the text in a [language use] language.
Write the text in the [specify your language] language.
* Structure the text as follows: [provide your desired structure].
*Write in [language/dialect].
*The text should be a minimum of [word count] and a maximum
of [word count] (alternative: character count instead of words).
The topic is: [provide your own text or keywords indicating the
topic of the text].

*Choose whether you want to use this prompt.

The more text you create and provide, the better the end result.
If you ask ChatGPT to write a text based on a few keywords, ChatGPT will
invent a huge portion on its own. The result can be satisfactory or
disappointing. They could also contain, false, made up or part copyright
protected texts.

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Base template sales text

Write a new text.

The purpose of the text is [your purpose and include a goal]
The target audience is/are: [your target audience].
Write the text in the [style] style.
Write the text in a [tone] tone.
Write the text in the [perspective] perspective.
Write the text in a [language use] language.
Write the text in the [specify your language] language.
*Write in [language/dialect].
Use the [marketing framework] framework in the text
*Incorporate Cialdini principles in the text.
*Incorporate the word because maximum 2x in the text where
because is also used as a Cialdini principle
*Incorporate Future pacing in the text.
*Incorporate the affect heuristic effect in the text.
*Incorporate positive framing in the text.
*add more marketing prompts from this book.
This is the text: [text]
*The text should be a minimum of [word count] and a maximum
of [word count] (alternative: character count instead of words).
The topic is: [provide your own text or keywords indicating the
topic of the text].

*Choose whether you want to use this prompt.

Above template uses several psychological marketing principles. You can
choose to use them, add other ones or modify them.

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Rewriting an existing text

Rewriting an existing text can often be done using less or shorter prompts,
unless you want to change style, tone, language etc.

* Choose if you want to use this prompt or not.

Rewrite the text below to:

*The purpose of the text is [your purpose and include a goal]
*The target audience is/are: [your target audience].
*Write the text in the [style] style.
*Write the text in a [tone] tone.
*Write the text in the [perspective] perspective.
*Write the text in a [language use] language.
*Write the text in the [specify your language] language.
*Structure the text as follows: [provide your desired structure].
*Write in [language/dialect].
*The text should be a minimum of [word count] and a maximum
of [word count] (alternative: character count instead of words).
The topic is: [provide your own text or keywords indicating the
topic of the text].
This is the text: [text]

133
Rewriting a marketing text.

Rewrite the text below.

*The purpose of the text is [your purpose and include a goal]
*The target audience is/are: [your target audience].
*Write the text in the [style] style.
*Write the text in a [tone] tone.
*Write the text in the [perspective] perspective.
*Write the text in a [language use] language.
*Write the text in the [specify your language] language.
*Structure the text as follows: [provide your desired structure].
*Write in [language/dialect].
*The text should be a minimum of [word count] and a maximum
of [word count] (alternative: character count instead of words).
The topic is: [provide your own text or keywords indicating the
topic of the text].
This is the text: [text]
*Use the [marketing framework] framework in the text
*Incorporate Cialdini principles in the text.
*Incorporate the word because maximum 2x in the text where
because is also used as a Cialdini principle
*Incorporate Future pacing in the text.
*Incorporate the affect heuristic effect in the text.
*Incorporate positive framing in the text.
*add more marketing prompts from this book.
This is the text: [text]
Short prompts to rewrite a text:

Prompt: rewrite the text below to a more convincing text.

Incorporate framing in the text. This is the text: [text]
Prompt: rewrite the text below to a more critical and sarcastic
tone using storytelling. Rewrite from the first person perspective.
Add a sarcastic joke to the text. This is the text: [text]
Prompt: rewrite the text below to a text influencing the reader to
buy the product. Use the power of three consecutive words in a
row once in the text. Incorporate 1 or 2 Cialdini principles in the
text. This is the text: [text]

134
Examples

Below are some example on different topics. The example will show you
that by asking question the AI will answer you. The more specific your
questions are and the more data they contain the better the AI can
answer you.
Ad for a house

Do not know how to write an ad or what works best?

Prompt: In what style and structure should I write the ad for a
house?
Prompt: How can my text stand out with the text of other house
ads?
Prompt: Does storytelling work better for writing a house ad?
According to ChatGPT or Bing Chat (also ChatGPT), storytelling can be a
clever way to write an ad. It triggers emotions, builds trust, and captures
the attention of readers. Whether this is suitable for the target audience
depends on the type of house, price, and location. For example, you could
tell a house in the forest or nature well with storytelling.
By standing out and be different from the norm, it will have more impact
on the reader. Incorporating a joke into the text can have a significant,
positive impact.
Storytelling is a technique where you tell a story to convey a message.
The goal is to trigger emotions and build trust with the reader. This can be
effective in writing advertisements because it captures the reader's
attention and keeps them engaged with the message.

135
Job application letter

Need to write a letter for a job application? How should I write this letter?
This depends on the type of job. Apply as lawyer, doctor, or production
work will need a different type of letter. ChatGPT can help you.
Prompt: Analyze the best way to write a letter for a job
application. Do not write the actual letter but give me advice on
what style, tone, language use, perspective and structure can I
use best. The information is from for the following job: [copy the
text of the job posting here]
You can use the information the AI gives you as a template.
Want to write the perfect letter?
Prompt: Analyze the text for a job posting below. Advise me what
point from the text I can use in my application letter. This is the
text: [Job information text]
Alternative
Step 1: Prompt: This is my resume: [resume]
Step 2: Prompt: This is the job: [job text]
Step 3: Prompt: Write an application letter for this job based on
my resume.
You can then further improve the letter; you can give the AI suggestions.
You can ask to incorporate other information into the letter.
For example, you can ask to make the letter more convincing and inviting.
Use the power of three consecutive words in the text.
Because can also be a powerful word to use in the text.
Consider using other marketing techniques like framing in the text to
positively influence the reader.
Did you write the letter?
Prompt: Provide feedback on this job application letter: [your
letter]
Or:
Prompt: This is the job information [copy job information here]
Prompt: Below is my application letter for this job. Analyze my
application letter for this job and make suggestions to improve my
letter. This is my letter: [letter]

136
E-Mail to a new (potential) customer

Research shows that for an initial cold email, the following points yield the
best results. The advice also influences whether your email goes through a
spam filter.
• One Call to Action
• No links in the email (including in the signature)
• Reader's pain point
• Identifying the problem
• Simple, concise text (100-150 words)
• Provide results (Future pacing)
• No WORDS IN ALL CAPS
• No !!!! to make a point.
• Avoid words like free, price, or earn $
• Use a relevant subject line for your email (Curiosity gap)
• Preferably send the email in the morning.
Prompt: Write an email of at least 100 and maximum 150 words.
Write in a persuasive style. Create a curiosity gap headline of
maximum 8 words. Start with a pain point. Then provide a
solution. After that, briefly describe the product/service. At the
end, encourage contacting via email. [Describe your product or
service, pain point, solution here]
This prompt can be used as base prompt. You can ask for 10 headlines to
give you choice. You can add framing or another psychological principle to
the text.

137
Prompt: Write an email of at least 100 and maximum 150 words.
Write in a persuasive style. Create a curiosity gap headline of up to
8 words. Start with a pain point. Then provide a solution. Briefly
describe the product/service. Encourage a response via email to
get in touch. I sell mats with custom logos where you can have
your company name printed on. A dirty entrance is not good
welcome or first impression. Having your own logo mat enhances
your professional image. The mats are made of recycled yarn,
featuring a strong and flexible rubber backing that ensures
durability. They are long lasting. You always receive a design
proposal beforehand. The minimum is only 1 piece. Fast delivery.

138
Prompt: In what style, language and framework do I create a
marketing email? What is a suitable title that will tempt the
recipient to read the email? What is the ideal word count for the
email? Can I utilize psychological principles, and if so, which ones
are most effective for this purpose?

139
140
In general

Do you not know exactly how to write or in which style?

Ask ChatGPT as many questions as possible about the purpose and the
target audience.
Do you think this or that works better? Ask and you will receive an
answer.
Based on the answer, you can complete your template with prompts.
Engage in conversation and inquire. Ask as deeply as possible and be
specific. ChatGPT is not your life assistant that knows what you mean.
ChatGPT needs your specific input.
In the free Bing.com chat, you can ask up to 30 questions, after which
you need to start over.
Also, read the marketing section; it allows you to add more prompts to
further optimize the text.
After the initial version made by ChatGPT, you can optimize specific parts
of the text further.

141
Epilogue

You have come this far. In the meantime, you have already experimented
with some prompts. Reading, learning, and doing, that is what it is all
about when you want to write texts together with AI.
The purpose of this book is to provide you insight into the logic behind the
various prompts. Why use this prompt and not that one, and what is the
difference, for example, in style, tone, and language use in a text?
ChatGPT, as well as other AI solutions, are currently like little children.
You have to baby feed them with information and tell them EXACTLY what
you want and expect.
With this book, you are now better equipped to tell the AI exactly what
you want. Because you can now specify exactly what you want, you will
find that by writing texts together with AI, the result will be much better.
By doing, especially doing a lot, you will start to see ChatGPT as an ideal
assistant. Just like me, you will increasingly enjoy it, and you will see that
together, you can create beautiful professional texts. Texts, you and your
readers will enjoy reading.
Is there anything you are missing?
Do you have any questions?
Visit www.bobballings.nl to get in touch.
Interested in discussing ChatGPT?
You can also hire me for live or online training.
The following pages are full of examples and ChatGPT's responses, which
can inspire you.

142
Examples

Example Purpose

Prompt: If I ask you to write a text and then provide a prompt

stating the purpose of the text, what do you do with that
information and how do you incorporate it into the text?

Prompt: If, in addition to the purpose of the text, I also provide a

target audience and style, would you change the style if you feel it
does not align with the purpose, or would you follow my prompt?

Prompt: So, my style prompt takes precedence over the purpose,

even if my style prompt is completely different from the style you
would normally use for the purpose of the text?

143
In conclusion, ChatGPT can determine a style and language usage based
on the purpose of the text itself. You can also ask which style,
perspective, and language usage ChatGPT would employ for a specific
purpose. The more specific your goal, the more specific these styles will
be.
In addition to style, providing a purpose can also influence the language
usage and perspective of a text.
In all cases, if you provide a style, perspective, or language usage
prompt, it takes precedence over ChatGPT's own choice!

144
Example Target audience

Prompt: When I ask you to write a text for a target audience. How
will you use this information in the text?

Prompt: When I give you a target audience but also a style, tone,
structure which is different than the one you would use based on
the target audience, which style, tone and structure will you use?

Prompt: When I give you a purpose and target audience for a text,
can you tell me what style, toon, language use, perspective and
structure you would use?

Prompt: The purpose of my text is [purpose] and the target

audience is/are [target audience] what style, tone, language use,
perspective and structure would you suggest?
Prompt: When I ask you to write a blog text that has the purpose
to inform readers about the latest spring fashion for the target
audience influencers who are active on social media. What style,
tone, language use and perspective would you suggest?

145
Example

146
Example Style

Prompt: The words below are a style when writing a text. When I
ask you to write a text in that style, what tone, language use and
perspective would you use writing this text. Put everything in a
table. (Name the styles here)
Style Tone Language use Perspective
Autobiographical Personal, First-person, Informal Writer's own experiences and
Reflective perspective
Creative Imaginative, Figurative language, Open to interpretation, Writer's
Expressive Descriptive unique perspective
Didactic Instructive, Clear, Direct Teacher or expert imparting
Educational knowledge
Emotional Passionate, Descriptive, Intense Writer's personal feelings and
Evocative experiences
Epic Grand, Heroic Poetic, Descriptive Narrator or protagonist in a
larger-than-life story
Expressive Emotional, Descriptive, Figurative Writer's personal emotions and
Artistic experiences
Formal Professional, Proper grammar, Objective, impersonal perspective
Polished Formal vocabulary
Funny Humorous, Wordplay, Jokes Light-hearted, comedic
Playful perspective
Historical Objective, Formal, Descriptive Impartial, based on historical
Informative events and facts
Humorous Amusing, Wordplay, Satire Light-hearted, comedic
Witty perspective
Informative Objective, Clear, Concise Impartial, providing factual
Informative information
Ironic Sarcastic, Satirical, Figurative Contrasting perspectives, often
Contradictory with a twist
Investigative Inquisitive, Objective, Precise Unbiased exploration of a topic or
Analytical issue
Journalistic Objective, Clear, Concise Impartial reporting of news or
Informative events
Literary Artistic, Descriptive, Figurative Writer's unique style and
Evocative perspective
Minimalistic Concise, Simple language, Few Objective, focusing on essential
Sparse details elements
Mystical Enigmatic, Symbolic, Descriptive Otherworldly perspective,
Spiritual exploring deeper meanings
Narrative Engaging, Descriptive, Writer as a narrator, telling a
Storytelling Conversational story
Opinionated Biased, Persuasive language, Writer's personal opinions and
Assertive Strong statements beliefs
Persuasive Convincing, Rhetorical devices, Writer's attempt to sway the
Assertive Strong arguments reader's opinion
Poetic Lyrical, Figurative language, Writer's artistic expression and
Imaginative Rhythm emotions
Reflective Thoughtful, Introspective language, Writer's introspection and self-
Contemplativ Self-analysis reflection
e
Romantic Passionate, Descriptive, Emotional Writer's idealized perspective on
Idealistic love and relationships
Satirical Mocking, Irony, Exaggeration Writer's critique through humor
Critical and sarcasm

147
Scientific Objective, Technical terms, Logical Impersonal, based on scientific
Analytical principles and evidence
Storytelling Engaging, Descriptive, Writer as a storyteller, engaging
Narrative Conversational the reader
Symbolic Metaphorical, Figurative language, Writer's use of symbols to convey
Allegorical Symbolism deeper meanings
Surrealistic Dreamlike, Imaginative, Symbolic Unconventional, exploring the
Bizarre subconscious mind
Technical Precise, Jargon, Technical terms Expert perspective, focused on
Specific technical details

Please note that these descriptions are general guidelines and there can
be variations within each style. The actual tone, language use, and
perspective may depend on the specific context and the writer's personal
style.

148
Example Journalistic style

149
Example Writing style of 2 famous persons.

Nice to try:
Prompt: Write an ad in British English about the latest iPhone 15,
at least 100 words long. Write in the style of: William Shakespeare
combined with Robert Cialdini.

150
Example Tone of voice

151
Example Perspective

Prompt: What is the difference in writing a text when I ask you to

write in a humoristic sarcastically style en language use or from a
humoristic and sarcastically perspective?

152
Prompt: What happens to the text when I ask you to write in a
humorous sarcastic perspective style and language use.

Want to make it more complex?

Instead of using the first-, second- or third-person perspective use
something else. More on the next page.

153
Perspective examples you can use as inspiration.

Write from the perspective of an absent-minded professor with an intellectual

and academic style.

• Write from the perspective of a fashion blogger with a trendy and

fashionable language use.
• Write from the perspective of an old-fashioned detective with a mysterious
and intriguing style.
• Write from the perspective of a teenager with a hip and informal language
use.
• Write from the perspective of a robot with a technical and futuristic
language use.
• Write from the perspective of a nostalgic grandparent with a warm and
sentimental style.
• Write from the perspective of a cynical journalist with a sharp and
sarcastic style.
• Write from the perspective of a poet with a poetic and evocative language
use.
• Write from the perspective of a sports commentator with an energetic and
enthusiastic style.
• Write from the perspective of a traveler with an adventurous and lively
language use.
• Write from the perspective of a chef with a flavorful and culinary language
use.
• Write from the perspective of a child with a playful and innocent language
use.
• Write from the perspective of a thriller writer with an exciting and
captivating style.
• Write from the perspective of a philosopher with a profound and reflective
language use.
• Write from the perspective of a stand-up comedian with a funny and
hilarious style.
• Write from the perspective of a bargain hunter with an enthusiastic and
economical language use.
• Write from the perspective of a gardener with a flowery and botanical
language use.
• Write from the perspective of a music critic with a melodic and rhythmic
language use.
• Write from the perspective of a politician with a persuasive and rhetorical
language use.
• Write from the perspective of an astronaut with a cosmic and lofty
language use.

With these different perspectives, you can experiment with various styles and
language use to make your texts unique and interesting. Enjoy writing!

154
Prompt: Write a text of at least 100 and maximum 120 words about the
latest fashion collection presented in Milan. Write the text from the
perspective of a fashion blogger having a trendy and fashionable
language use.

Funny but useful?

Zerogpt.com (AI checker) gave this text a 30.7% AI score.

155
Prompt: Tell me how you will write a text from the perspective of a
fashion blogger using a trendy and fashionable language use?
explain style, structure etc.

156
Example Tenses

157
Example Language use
Language Use
Abstract
Alliteration and rhythm
Argumentative
Concrete
Descriptive
Emotional
Exaggeration and hyperbole
Figurative
Formal
Humorous
Imagery and metaphors
Informal
Informative
Language aimed at (age)
year-old children
Language aimed at older
adults
Language aimed at specific
groups, such as the LGBTQ
community or people with a
certain cultural background
Language aimed at youth
Narrative elements
Objective and neutral
language
Persuasive
Poetic
Polite
Powerful and vivid words
Rhetorical questions
Simple and understandable
Explanation
Language that deals with concepts and ideas rather than
specific, tangible objects or events.
Language that uses repeated sounds or patterns to create a
musical or rhythmic effect.
Language that presents a logical argument or viewpoint, often
with the intention of persuading or convincing the audience.
Language that refers to specific, tangible objects or events that
can be perceived through the senses.
Language that provides detailed and vivid descriptions, often
appealing to the senses to create a clear mental image.
Language that evokes strong emotions or feelings in the reader
or listener.
Language that uses exaggerated statements or claims for
emphasis or dramatic effect.
Language that uses figures of speech, such as metaphors or
similes, to convey meaning beyond the literal interpretation.
Language that follows established conventions and rules, often
used in professional or academic settings.
Language that is intended to be funny or amusing, often using
wit, irony, or satire.
Language that uses vivid and descriptive imagery, often through
the use of metaphors, to create a sensory experience for the
reader or listener.
Language that is casual, conversational, and relaxed, often used
in everyday conversations or informal writing.
Language that provides factual information or knowledge on a
particular topic.
Language that is tailored to the understanding and interests of a
specific age group of children.
Language that is tailored to the understanding and interests of
older adults, taking into account their life experiences and
preferences.
Language that is sensitive and inclusive, addressing the unique
needs, experiences, and perspectives of specific groups.
Language that is tailored to the understanding and interests of
young people, often using contemporary slang or references.
Language that includes storytelling elements, such as
characters, plot, and setting, to engage and captivate the
audience.
Language that presents information or arguments without
personal bias or emotional influence, focusing on facts and
evidence.
Language that aims to convince or persuade the audience to
adopt a particular viewpoint or take a specific action.
Language that uses artistic and imaginative expression, often
characterized by rhythm, rhyme, and vivid imagery.
Language that is respectful, courteous, and considerate, often
used in formal or professional interactions.
Language that uses strong and impactful words to create a
lasting impression or evoke strong emotions.
Language that poses questions not meant to be answered, but
to provoke thought or emphasize a point.
Language that is clear, straightforward, and easy to
comprehend, avoiding complex or technical terms.
158
Specialized terminology / Language that includes technical or specialized terms specific to
Jargon a particular field or industry.
Subjective and personal Language that reflects personal opinions, feelings, or
language experiences, often using first-person pronouns.
Technical (jargon) Language that includes specialized terms, concepts, or
vocabulary related to a specific field or profession.
Wordplay Language that uses clever and playful manipulation of words,
often involving puns, double entendre, or witty phrases.

159
Example Language level

Write a text of maximum 100 words about the latest collagen

supplements. Write the text at the EU Framework of Reference for
Languages level C2. Then write the same text at the EU
Framework of Reference for Languages level B1, and finally at the
EU Framework of Reference for Languages level A1.

C2 is the most advanced level, academic.

B1 is the most used level for general use.
A1 is the simplest level.

160
Prompt: Can I combine formal language usage with the EU
Common European Framework of Reference for Languages level
A1?

161
Prompt: Write a text of minimum 100 and maximum 120 words
about a new law that allows for a referendum. Write the text using
formal language. Write the text in CEFR Framework Languages
level A1.

162
Prompt: Write a text about the latest ai development, maximum
60 words. Make the text in irl language level 0 to 6. A text for each
level.

163
Example Framework / Structure

Structure How Text is Text/Topic Purpose and Target Audience

Structured Examples
Annotation Adding explanatory Academic To provide additional context or
notes or comments to papers, analysis for the reader, target
a text literary audience can vary
analysis
Argumentative Presenting a claim and Persuasive To convince the reader of a
supporting it with essays, particular viewpoint, target
evidence and reasoning debates audience can vary
Comparative Comparing two or Product To highlight similarities and
more subjects or ideas reviews, differences, target audience can
comparative vary
analysis
Counterargument Presenting an opposing Persuasive To address potential objections
viewpoint and refuting essays, and strengthen the main
it debates argument, target audience can
vary
Chronological Organizing events or Historical To present a timeline or sequence
information in the narratives, of events, target audience can
order they occurred biographies vary
Circular Repeating and Poems, songs To create a sense of unity or
reinforcing key ideas or closure, target audience can vary
themes
Descriptive Providing detailed Travel To paint a vivid picture for the
descriptions and writing, reader, target audience can vary
sensory details nature
descriptions
Example Presenting specific Illustrative To clarify or support a general
instances or cases to essays, statement, target audience can
illustrate a point tutorials vary
Mirror Reflecting on personal Personal To explore and share personal
experiences or essays, insights, target audience can vary
emotions memoirs
Problem-solution Identifying a problem Policy papers, To address a specific issue and
and proposing a self-help offer potential remedies, target
solution articles audience can vary
Process Explaining a series of Instruction To guide the reader through a
steps or actions in a manuals, process, target audience can vary
specific order recipes
Product Comparing different Consumer To help consumers make informed
comparison products or services reviews, decisions, target audience can
buying guides vary
Pros and cons Presenting the Debates, To provide a balanced assessment
advantages and product of a subject, target audience can
disadvantages of a reviews vary
topic
Question and Presenting questions FAQs, To address common queries or
answer and providing answers interviews provide information, target
audience can vary
Reflective Sharing personal Journals, To express introspection and self-
thoughts, feelings, and personal reflection, target audience can
insights blogs vary
Sequential Organizing information Step-by-step To provide clear instructions or
in a logical sequence guides, explanations, target audience can
tutorials vary

164
SWOT analysis Assessing the Business To evaluate the viability and
strengths, weaknesses, reports, potential of a subject, target
opportunities, and strategic audience can vary
threats of a subject planning
Step-by-step Breaking down a DIY guides, To provide clear instructions and
process into individual tutorials guidance, target audience can
steps vary
Storytelling Presenting a narrative Novels, short To entertain, engage, or convey a
with characters, plot, stories message through storytelling,
and setting target audience can vary

165
Prompt: What structure in a text can I use when making an internal text
to address an internal production problem?

166
Comparing and using frameworks

The discussed frameworks have their own purpose and target audience. If
you want to know more about the advantages and disadvantages of one
model over the other, ask ChatGPT.
Prompt: Explain the difference between the AIDI and TIPS Andy
Maslen framework. Provide the advantages and disadvantages of
both. Explain for which product, purpose/goal, and target
audience both frameworks can and cannot be used.
Prompt: Compare the Problem Objection Solution framework with
the PASTOR and Problem Agitate Solution frameworks. Explain the
differences in a table. Mention the advantages and disadvantages.
For which products (provide 10 examples), purpose/goals, and
target audience can I use these styles?

167
Compare the AIDA, TIPS ANDY MASLEN, Problem Objection
Solution, PASTOR, and Problem Agitate Solution framework in a
table. Explain the differences and the advantages and
disadvantages. For which products (provide 10 examples),
purpose/goals, and target audience can I use these frameworks?
Present everything in a table only.
Style Description Advantages Disadvantages Suitable Purpose/Goals Target Audience
Products
AIDA Stands for Simple and easy May Consumer To create General
Attention, to understand, oversimplify the goods, online awareness and consumers.
Interest, widely used and customer courses, drive sales.
Desire, and recognized. journey, not event tickets.
Action. It is a always
classic model applicable to
used in complex
marketing to products or
describe the services.
customer's
journey.
TIPS A Engages the May not be Novelty items, To engage and Young adults,
ANDY copywriting reader's suitable for entertainment entertain while people looking for
MASLEN formula that curiosity and serious or products, promoting a entertainment or
stands for offers a complex topics. travel product. novelty.
Tease, solution. packages.
Intrigue,
Promise, and
Solution.
POS Presents a Addresses May require Insurance To educate and Professionals,
problem, objections, more effort to policies, persuade. educated
addresses builds address medical consumers.
potential credibility. objections treatments,
objections, effectively. complex tech
and provides products.
a solution.
PASTOR Stands for Comprehensive, May be complex Coaching To build trust and Individuals
Problem, uses storytelling and time- services, self- persuade. seeking personal
Amplify, and social consuming to help books, or professional
Solution, proof. implement. high-value improvement.
Testimonials, products.
Offer, and
Response.
PAS Highlights a Taps into May come Pain relief To highlight a Individuals facing
problem, emotions, across as products, problem and a specific problem.
agitates the straightforward negative or problem- provide a
pain structure. manipulative if solving solution.
associated not executed gadgets,
with it, and carefully. home
presents a improvement
solution. services.

Please note that the suitability of these frameworks for different products,
purposes/goals, and target audiences can vary depending on specific
circumstances and the way these frameworks are implemented.

168
Frameworks can be compared in different ways.
• Through detailed text or concisely in a table.
• You can ask for advantages, disadvantages, and target audience
yourself.
• Compare two models or more.
There is a lot of information available about these frameworks. I discuss
them in this book as part of framework/structure. It would take many
pages, or books to compare them in depth. You can learn more about
them by asking questions to ChatGPT.
The most important thing is that you can use them with the right prompts.
You can ask ChatGPT how to best use the different framework. This
depends on the medium, target audience and your purpose. For example,
an email will be more effective with fewer words than a sales page.
A product page will normally have fewer words than a sales page.
So, consider your medium purpose and target audience, and ask ChatGPT.
The answer will depend on the factors mentioned.
Prompt: Explain how I can use the [name of the framework]
framework for [purpose].
Prompt: Explain how I can use the AIDA framework in an email.
Prompt: What is the ideal maximum word count for [purpose] in
the [name of framework] framework?
Prompt: What is the ideal maximum word count for a blog in the
AIDA framework?
Prompt: What is the ideal maximum word count for a product page
in the inverted pyramid framework?

169
Example AIDA

170
Example TIPS

171
172
Example FAB

173
Example PPPP

Second part and references on the next page

174
175
Example PAS

176
Example PASTOR

177
Prompt: Write a text of at least xxx and maximum xxx words. The
purpose of the text is to [Purpose]. The target audience [target
audience]. Write in a [Style example persuasive] style. Use the
Ray Edwards PASTOR framework for the text. Incorporate Cialdini
principles into the text, utilizing the power of 3 consecutive words.
Use this technique a maximum of 2 or 3 times in the text. (Explain
the style and all principles at the end). The topic is [topic and text
and text].
Prompt: Write a text of at least 100 and maximum 120 words. The
purpose of the text is to convince people to by the latest infrared
sauna. The target audience are people who have health issues and
could use the benefit of a home sauna. Write in an informative but
persuasive style. Use the Ray Edwards PASTOR framework for the
text. Incorporate Cialdini principles into the text, utilizing the
power of 3 consecutive words. Use this technique a maximum of 2
or 3 times in the text. (Explain the style and all principles at the
end). The topic is the latest infrared sauna for 2 to 5 people using
cedar wood, ideal for home use, low maintenance cost en low
energy consumption compared to a regular sauna.
Result for the above prompt on the next page.

178
Here is a possible text that meets your requirements:

[Problem]Do you suffer from chronic pain, fatigue, or stress? Do you wish you could enjoy the benefits of a
sauna without leaving your home? If so, you might be interested in the latest infrared sauna for 2 to 5 people
using cedar wood.

[Amplify] This sauna uses infrared lamps to warm your body directly, instead of heating the air around you.
This allows you to experience a more intense sweat at a lower temperature, as well as stay in the sauna longer.

Some of the benefits of using an infrared sauna are:

• Better sleep
• Relaxation
• Detoxification
• Weight loss
• Relief from sore muscles
• Relief from joint pain such as arthritis
• Clear and tighter skin
• Improved circulation
• Help for people with chronic fatigue syndrome.

These benefits are backed by scientific studies and testimonials from satisfied customers. You can find more
information about the research and reviews on our website.

[Story] But that is not all. This sauna is also ideal for home use, low maintenance cost and low energy
consumption compared to a regular sauna. It is made of high-quality cedar wood, which is durable, aromatic,
and resistant to mold and bacteria. It can fit 2 to 5 people comfortably, so you can share the experience with
your family or friends.

[Transformation] Don't miss this opportunity to improve your health and well-being with the latest infrared
sauna. Order now and get a special discount of 10% off the regular price. Plus, you will get free shipping and
installation, and a 5-year warranty on all parts and labor.

[Offer]This offer is only valid for a limited time, so act fast and order today. You deserve to feel better, look
better, and live better with the latest infrared sauna.

[Response] Order now and get a special discount of 10% off the regular price. Plus, you will get free shipping
and installation, and a 5-year warranty on all parts and labor.

The style of this text is informative but persuasive, using the Ray Edwards PASTOR framework:

• P: Problem - Identify the problem that the target audience has, and that the product can solve.
• A: Amplify - Amplify the consequences of not solving the problem and the benefits of solving it.
• S: Story/Solution - Tell a story about how the product can solve the problem or present the solution
directly.
• T: Testimony/Transformation - Provide evidence that the product works, such as testimonials or
scientific studies.
• O: Offer - Make an offer that is clear, compelling, and valuable.
• R: Response - Ask for a response or action from the reader.

The text also incorporates Cialdini principles into the text, utilizing the power of 3 consecutive words:

• Authority: The text cites scientific studies and testimonials to establish credibility and trust.
• Scarcity: The text creates a sense of urgency by offering a limited-time discount and free shipping and
installation.
• Social proof: The text mentions that the sauna can fit 2 to 5 people, implying that other people are
using it and enjoying it.

References: Conversation with Bing, 25-6-2023

(1) Infrared Sauna Benefits: 9 Reasons Saunas Are Good for Your Health.
https://www.healthline.com/health/infrared-sauna-benefits.
(2) Do infrared saunas have any health benefits? - Mayo Clinic. https://www.mayoclinic.org/healthy-
lifestyle/consumer-health/expert-answers/infrared-sauna/faq-20057954.
(3) Infrared Saunas: 6 Health Benefits – Cleveland Clinic. https://health.clevelandclinic.org/infrared-sauna-
benefits/.

179
Example POS

180
181
Example START STORY SOLUTION

182
Example Inverted pyramid.

183
184
Example Cialdini

Social proof:

Scarcity:

185
Reciprocity:

Consistency:

Authority:

186
Sympathy:

Unity:

187
Prompt: Provide 5 examples of the Cialdini principle of scarcity.
Prompt: Give 3 examples of the Cialdini principle of Likability that
I can use in an email as initial contact with a potential customer
for selling my training course for creating texts together with
ChatGPT.

Prompt: Provide 5 examples of the Cialdini principle of Authority

that I can use in a presentation.
Prompt: Give X examples of the Cialdini principle [principle] that I
can use for the purpose [purpose] and the target audience [target
audience].

188
The more specific the question, the better the answer.
Prompt: Provide 5 examples of the Cialdini principle of Authority
that I can use on a product page for selling solar panels to
consumers.

The information above briefly summarizes what is possible with the

Cialdini techniques. If you are new to this field, be sure to read his books
or visit his website www.Cialdini.com You can also follow Robert Cialdini
on LinkedIn. His marketing tips are educational, engaging, and
informative.

189
Example FOGG

Attention:

Are you tired of sweltering summers and chilly winters in your home? Introducing the
latest innovation in climate control - the Heat pump AC! Say goodbye to extreme
temperatures and hello to ultimate comfort all year round.

Interest:

The Heat pump AC is a cutting-edge solution that not only cools your home during hot
summer months but also efficiently heats it during colder seasons. Its advanced
technology ensures precise temperature control, providing you with a cozy and enjoyable
living environment.

Desire:

Imagine coming home to a perfectly cool oasis in the scorching summer heat or cozy
warmth during frosty winter nights. With the Heat pump AC, you can create the ideal
indoor climate tailored to your preferences. Say goodbye to sleepless nights and hello to
uninterrupted comfort.

Action:

Take the first step towards a more comfortable home today. Contact us to schedule a
consultation and discover how the Heat pump AC can transform your living space. Do not
miss the opportunity to experience ultimate climate control in your own home.

Explanation of Fogg Behavior Model:

The Fogg Behavior Model is incorporated in the text by addressing the three key
elements: motivation, ability, and trigger. The text highlights the motivation by
emphasizing the desire for a comfortable home environment and the benefits of the Heat
pump AC in achieving that. The ability is addressed by mentioning the precise
temperature control and ease of use provided by the advanced technology. Lastly, the
trigger is included through the call to action, prompting readers to take the necessary
steps to learn more about the product and explore its benefits.

Explanation of AIDA Framework:

The AIDA framework is used in the text to guide the reader's journey. It starts with
Attention, capturing the reader's attention with the promise of a solution to their
temperature control needs. It then generates Interest by highlighting the features and
benefits of the Heat pump AC. Desire is created by painting a picture of the comfort and
convenience it offers. Finally, Action is prompted by encouraging readers to take the next
step, contacting the company for a consultation.

By combining the Fogg Behavior Model and the AIDA framework, the text effectively
captures attention, generates interest, creates desire, and motivates readers to take
action. The Fogg Behavior Model addresses the psychological factors that influence
behavior, while the AIDA framework structures the text to guide readers through the
stages of awareness, interest, desire, and action. Together, these frameworks create a
persuasive and actionable text that encourages readers to explore the benefits of the
Heat pump AC and take the necessary steps to achieve optimal climate control in their
homes.
190
PROMPT: Create an advertisement text. The topic is: the latest
electric car. Use the Fogg Behavior Framework. Use the inverted
Pyramid framework. Explain how you incorporated the Fogg
Behavior Model into the text at the end.

191
Example Siegfried Vögele

192
Example Zeigarnik

193
Example Von Restorff

194
195
Example combination of different principles

Prompt: How can I combine the Zeigarnik effect with Cialdini

principles and the Siegfried Vögele dialogue method?
This effect can be combined with the Siegfried Vögele dialogue method
and Cialdini principles to write an engaging and persuasive text.
For example, you can write a text about the latest iPhone 16 using the
dialogue method by asking and answering questions in the text. You can
also use Cialdini principles, such as the principle of scarcity, by mentioning
that the stock is limited. To use the Zeigarnik effect, you can end the text
with a cliffhanger or an unfinished thought that makes the reader curious
for more information.
Here is an example of a text that combines these three techniques:
"Are you looking for a new smartphone? The latest iPhone 16 is now
available! With its advanced camera and fast processor, it is the perfect
choice for anyone looking for the best of the best. But do not wait too long
because the stock is limited! Why settle for less? Buy the iPhone 16 now
and experience it for yourself. But what makes the iPhone 16 so special?
Stay tuned for more information..."
This text uses both the Siegfried Vögele dialogue method and Cialdini
principles to hold the reader's attention and convince them to take action.
The Zeigarnik effect is used by ending the text with a cliffhanger that
makes the reader curious for more information.
Psychological methods are great to use, but do not use too many of them
all at once. You ended the previous text with a cliffhanger, but the
intention is for the reader to make a purchase. The text is not successful if
selling is your goal.
Therefore, pay attention to the objective of your text, the target audience,
and then determine which method is most effective.
Would you like to know more about the text?
Prompt: Make an analysis of the text below. The purpose is to
promote and sell a [product]. Is this text suitable for that purpose,
or would you make any changes? This is the text: [Text]

196
Example Framing

Prompt: create an example text where positive framing is used

and explain how it is used.

197
The opposite from positive framing is negative framing. Negative framing
can be very strong. The fear of losing something is stronger than gaining
something.
Take for example solar panels. Installing them will save you money
(positive). Not installing them will cost you money (negative framing).
research has shown that in this example negative framing has a higher
success rate, more sales.

198
Example Framing & Cialdini

Combining the concept of framing with Robert Cialdini's seven principles of persuasion
can create powerful persuasive strategies. Framing involves presenting information in a
way that influences perception, while Cialdini's principles are techniques used to
persuade or influence behavior. Here’s how you can combine them with an example for
each principle:

Reciprocity:
Framing: Frame your offer in a way that highlights the value or benefit the receiver gets,
which they would feel compelled to reciprocate.
Example: Offer a free e-book to your customers and frame it as a special gift, creating a
sense of obligation for them to return the favor, perhaps by signing up for a paid service.

Commitment and Consistency:

Framing: Present choices in a manner that aligns with the audience's self-image or past
commitments, encouraging them to stay consistent.
Example: For a fitness app, frame the subscription as a continuation of the user’s
existing commitment to health, saying, "You’ve already taken the first step by
downloading our app. Now, stay committed to your fitness goals with our premium plan."

Social Proof:
Framing: Frame your product or service as a popular choice among a relevant group.
Example: When advertising a course, include testimonials and frame it as, "Join the
thousands of successful students who have transformed their careers with our course."

Authority:
Framing: Frame your message to highlight expertise, credentials, or authoritative status.
Example: In a medical product advertisement, frame the endorsement by stating,
"Recommended by 90% of pediatricians."

Liking:
Framing: Frame your message or product in a way that makes it more relatable and
likable to your target audience.
Example: For a fashion brand, use relatable language and imagery in your marketing,
framing it as, "Fashion for the everyday hero. Clothes that fit your lifestyle."

Scarcity:
Framing: Present your product or service in a way that emphasizes its scarcity or limited
availability.
Example: For a limited edition product, frame it as, "Exclusive offer: Only 50 pieces
available worldwide. Get yours before it’s too late!"

Unity:
Framing: Frame your offer in a way that creates a sense of shared identity or belonging.
Example: For a community-driven platform, frame your invitation as, "Become a part of
our family. Join a community of like-minded individuals who share your passions and
values."

By combining framing with these principles, you can tailor your message to resonate
more deeply with your audience, making your persuasive efforts more effective.

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Example 3 types of Framing

"Try our new health bar - packed with nutrients and flavor."
Subtle Framing:
"Discover the secret to staying fit: try our new health bar, a perfect blend of nutrients
and tantalizing flavors."
Framing:
"Join the wellness revolution! Our new health bar isn’t just a snack, it’s a nutrient
powerhouse that tastes amazing."
Over-the-Top Framing:
"Transform your life with a single bite! Our revolutionary health bar is an unrivaled fusion
of essential nutrients and explosive flavors, unmatched in the world of health foods."

Original Text:
"This software helps manage your emails efficiently."
Subtle Framing:
"Streamline your day with our email management software, designed for efficiency."
Framing:
"Revolutionize your productivity! Our cutting-edge email software is your key to an
organized, efficient workday."
Over-the-Top Framing:
"Unlock a world of unmatched productivity! Experience the ultimate email management
solution that will redefine how you approach your workday. Prepare to be amazed!"

Original Text:
"This course will teach you basic programming skills."
Subtle Framing:
"Embark on a journey of digital mastery with our course that teaches essential
programming skills."
Framing:
"Unlock the secrets of technology! Our course isn’t just about learning programming; it’s
about mastering the digital world."
Over-the-Top Framing:
"Change your destiny with a single course! Dive into the heart of the digital age,
mastering programming skills that will elevate you above the rest. A life-changing
opportunity awaits!"

Original Text:
"Our gardening tools are durable and efficient."
Subtle Framing:
"Craft your dream garden with our tools, designed for unmatched durability and
efficiency."
Framing:
"Transform your gardening into an art form with our tools, where unparalleled durability
meets peak efficiency."
Over-the-Top Framing:
"Reimagine gardening with tools that are nothing short of extraordinary. Durability and
efficiency combine to create a gardening experience that transcends the ordinary –
become a gardening legend!"

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Example Nudging

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Example Nudging and Framing

Prompt: Write a text of up to 100 words about the newest height-

adjustable desk. incorporate framing and nudging into the text. At
the end, explain how you used both.

After the above text, I gave ChatGPT more specific information, this will
change ChatGPT's use of Nudging techniques.
Prompt: The purpose of the text is to get readers to visit our
showroom where they can experience this new agency for
themselves. Rewrite the above article keeping in mind this goal,
still incorporate nudging and framing into the text and explain the
use at the end.

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Example Affect heuristic

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204
Example Future pacing

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Example Future pacing en Framing

Prompt: incorporate framing and future pacing int he text.

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Example Future pacing, Framing en Affect heuristic

Prompt: incorporate framing, future–e pacing and the Affect

heuristic effect in a text.

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208
209
 Prompt: Write an ad text about a SaaS accounting solution.
Incorporate framing, future pacing, and the Affect heuristic in the
text. Use the TIPS framework by Andy Maslen in the text. The text
should be a maximum of 120 words.

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211
Example Curiosity gap

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Example The power of three consecutive words

10 examples using three consecutive words starting with the same letter.

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Example Metaphors

Metaphors can be combined with framing

Metaphors can be combined with future pacing

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Metaphors can be combined with the affect heuristic

Prompt: create combination of a metaphor and framing in the

text.
Prompt: create combination of a metaphor and future pacing in
the text.
Prompt: create combination of a metaphor and affect heuristic in
the text.

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Yet another strong combination is using metaphors and the power of 3
consecutive words in a row.

Prompt: create combination of a metaphor and the power of three

consecutive words in a row.
You can still use framing, future pacing and affect heuristic in the text and
a metaphor using another psychological principle.
Another nice example using metaphors:

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Example Because

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Because vs other reason words

218
Example But

219
220
Example But If

221
Example But Because

222
Example Not

223
Example Or

224
Example Reactance

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Prompt: Write an email to your boss in which you aim to persuade
them to invest in using ChatGPT for text generation. Incorporate
framing, future pacing, affect heuristic, and 1 or 2 metaphors in
the text. Compose the text while considering the reactance effect.
Keep the email within a maximum of 120 words.

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Example Image Formation

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Example Meta description and title.

Prompt: Write 10 meta descriptions for the text below, with a

maximum of 155 characters including spaces, and write 10 catchy
titles for the text with a maximum of 55 characters including
spaces. Provide the character count including spaces. [Text]

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Example ChatGPT vs Multiverse

Same question and you will find that ChatGPT gives the correct answer.
The MultiverseGPT gives a broader answer and shares more background
information on this question.

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