LLMs like ChatGPT are here to stay, and we increasingly find our clients using them to help shape their thinking before they get in touch with a project. At Rival, we think ChatGPT is amazing – I personally work with it multiple times a day. It’s a powerful tool – but as such, it should be used with caution.
Part of the problem is just how damn persuasive it is. You’re wondering what to do – blank‑page syndrome kicks in – everything’s a little foggy. Should I go this way, or that? You’ve spent a few minutes in all‑too‑human turmoil, so you fire up ChatGPT, explain what you want, and hey presto – it’s done.
Or is it?
Because it looks done at a glance. All the right sort of words, good sentence construction, there’s a flow, a neat little wrap‑up at the end. First impressions are generally, “Wow – I would never have done this.”
And that might be the problem.
This well‑crafted piece is often subtly missing the mark. Have you ever spent time with someone who’s great at holding the attention of the room – slick, articulate, using up all the air? It’s impressive – you’re under their spell. But on reflection you wonder what the point was.
Sometimes, when you look closely, that’s exactly what Chat is doing – it’s almost impressionistic, like an advanced word cloud. It’s hypnotic and comforting — but that comfort can mask a lack of substance. It took your direction and created something that seems masterful, but did it really deliver on what you need?
So what do we do about this? How do we use it to get what we want, when we don’t know what we want?
Start with the right questions
Sorry, humans – you’ve got to put the time in.
The process of writing a script is like creating any piece of creative content, and it starts with questions. If my viewer takes one piece of information from this video, what should it be? What do I want them to think, or do, once they’ve seen it? What problem am I solving here? What’s my hook? And so on.
Lock in the thrust of the script – the single most important message. Define the hook – most likely your viewer’s desire, need or challenge. Then create a compelling argument over a series of points, leading to a statement or summary that feels fully supported by the end. Add your call to action.
Build a skeleton and collaborate with AI
Now before you start pulling at your hair – it’s okay – ChatGPT can take you through all of this. But you need to go step by step. First you’ll build the skeleton of your script, then you’ll add the superstructure (the fancy copywriting bit).
So you might say to Chat – “I need to write a video script to drive new memberships at my gym. I’m running a no‑fee sign‑up next month. Let’s explore hooks for the video.” At that point, treat the model like a brainstorming partner. Ask for five or ten different openings. Some will hit the mark, some won’t. You’re looking for the one that sparks a feeling – curiosity, urgency, even a little bit of FOMO. Don’t just pick the first one because it sounds polished; pick the one that actually speaks to your audience.
Once you’ve found your hook, keep breaking it down:
- List your points: What points do you need to make to support this hook? What are the biggest objections your viewer might have? What proof or reassurance can you offer? These become your body points.
- Prompt deliberately: Ask ChatGPT to write a paragraph for each point. You can even specify tone and length: “Write a 40‑word paragraph about how busy parents can make time for fitness by using our on‑site childcare.” If it comes back too flowery or salesy, tell it so and ask for another pass. Keep nudging until it feels like you.
Then comes the wrap‑up. Your conclusion should feel inevitable – as if, after everything you’ve just said, there’s only one logical next step. Tell ChatGPT exactly what that step is (“Draft a closing line that invites viewers to sign up before the 31st”) and make sure the output includes a direct call to action. Be specific about the emotion you want to leave your viewer with: relief, excitement, confidence.
Refine and make it yours
Between each of these steps, pause and check in with yourself. Does this still sound like us? Does it still serve the one thing we wanted our viewer to take away? If not, adjust your brief and re‑prompt. ChatGPT isn’t precious about its words – you don’t need to be either.
Finally – and this is important – edit. Read the whole thing aloud. Tighten anything that drags, cut anything that doesn’t serve your objective, and tweak the language so it matches your brand’s voice. ChatGPT will get you 60–70% of the way there, but that last 30% is where the magic happens. That’s where you put your humanity back into the mix, and that’s something no AI can replicate.
Takeaways
- Use ChatGPT as a collaborator, not a replacement. It’s there to help you brainstorm and organise, not to author your final script.
- Define your message and audience before you start. A clear brief is the best defence against generic AI output.
- Break the work into pieces. Prompt for hooks, then for supporting paragraphs, then for conclusions.
- Stay in control. Evaluate every AI suggestion against your objectives and your brand voice, and be prepared to rewrite.
Follow those steps and you’ll come away with a script that carries your voice, meets your audience where they are and uses AI for what it does best: supporting your creative process.
