ChatGPT has become a valuable tool for marketers and business development (BD) professionals, but using it improperly can lead to inefficiencies, ethical concerns, and reputational risks. My guide explores common pitfalls when using ChatGPT and how to avoid them to ensure responsible and effective use.

1. Don’t treat it like a magic bullet

ChatGPT is powerful, but it’s not a replacement for strategy or human expertise. While it excels at generating ideas and drafting content quickly, it doesn’t inherently understand your audience, industry nuances, or specific business goals. Assuming it can do all the heavy lifting may result in content that misses the mark.

Example:
A BD professional asks ChatGPT to create a client pitch from scratch but fails to customise it for the client’s unique challenges or industry. As a result, the pitch feels generic and uninspired, leaving the client unimpressed.

Why it’s a problem:
Content that lacks depth and personalisation reflects poorly on your expertise and can undermine your efforts to build trust and rapport.

Tip:
Use ChatGPT as a starting point to generate ideas or rough drafts, but always refine the output to align with your audience’s specific needs and expectations.

2. Avoid sharing confidential or sensitive information

Many professionals underestimate the risks associated with inputting sensitive data into ChatGPT. The tool operates on a cloud-based platform and is not designed for secure handling of confidential or personally identifiable information (PII). Misuse can lead to unintended data exposure and even legal consequences.

Example:
A marketer enters client-specific billing details into ChatGPT to calculate pricing structures. While convenient, this practice could result in a GDPR breach if the data were to be retained or accessed improperly.

Why it’s a problem:
Data breaches or compliance violations can damage your reputation, lead to legal penalties, and erode client trust.

Tip:
Anonymise sensitive data by using placeholders such as “Client X” or “Project Y.” Avoid including any specific names, figures, or identifiers when crafting prompts.

3. Don’t skip quality checks

Although ChatGPT can produce polished content quickly, it’s not infallible. The AI generates responses based on patterns in its training data, which may include inaccuracies or outdated information. Relying solely on ChatGPT without thorough fact-checking can lead to embarrassing or even damaging errors.

Example:
A legal marketer uses ChatGPT to draft a blog post on GDPR compliance but doesn’t check its content. The blog includes outdated references to regulations, which could mislead readers or attract criticism.

Why it’s a problem:
Distributing incorrect information damages your credibility and could expose you to legal liabilities, especially in regulated industries.

Tip:
Treat ChatGPT’s output as a starting point. Always verify facts and cross-check any legal, financial, or technical claims with trusted sources before publishing.

4. Don’t overuse it for outreach

ChatGPT makes it easy to draft outreach emails and LinkedIn messages, but over-reliance can make your communications feel robotic and impersonal. Generic messaging, even if grammatically perfect, lacks the personal touch that is crucial for building meaningful connections.

Example:
A BD professional generates a LinkedIn connection request template using ChatGPT and sends it to 50 prospects with minimal customisation. Few people respond because the messages lack specific details that show genuine interest in the recipient.

Why it’s a problem:
Impersonal outreach damages your reputation and reduces your chances of building authentic relationships with prospects.

Tip:
Use ChatGPT to structure your outreach messages, but always add personalised details about the recipient or their company to make the communication feel genuine.

5. Don’t ignore ethical and legal considerations

Using ChatGPT to generate content without understanding the ethical and legal implications can put your business at risk. AI systems like ChatGPT are trained on vast amounts of data, including copyrighted content, which may be inadvertently reflected in the responses.

Example:
A marketer uses ChatGPT to create a thought leadership article. Without realising it, some phrases closely resemble existing content, leading to accusations of plagiarism or copyright infringement.

Why it’s a problem:
Legal disputes or accusations of unethical behaviour can tarnish your reputation and cause financial losses.

Tip:
Avoid asking ChatGPT to copy or paraphrase existing content. Focus on creating original work based on your expertise, using AI as a support tool rather than the sole creator.

6. Avoid vague prompts

ChatGPT’s effectiveness depends on the clarity of your instructions. Generic or poorly defined prompts often result in irrelevant or low-quality content that requires significant editing.

Example:
A marketer asks ChatGPT to “write a blog about law firms” and receives a generic response filled with clichés and lacking actionable insights. The result requires substantial rewriting to make it usable.

Why it’s a problem:
Unfocused output wastes time and may require as much effort to fix as creating content from scratch.

Tip:
Be specific and detailed when crafting prompts. For example: “Write a 500-word blog for small UK law firms on improving client retention, using a professional yet conversational tone.”

7. Don’t forget to train your team

Without proper training, your team may misuse ChatGPT or fail to realise its full potential. While the tool is user-friendly, understanding its capabilities and limitations is crucial for getting the best results.

Example:
A junior marketer uses ChatGPT to create email subject lines but doesn’t know how to refine them for A/B testing or align them with the campaign’s objectives.

Why it’s a problem:
Opportunities for optimisation are missed, and the tool’s impact on productivity and performance is diminished.

Tip:
Host training sessions for your team to demonstrate practical use cases like brainstorming, repurposing content, and performing research effectively.

8. Don’t assume it’s always free of bias

ChatGPT’s responses are shaped by the data it was trained on, which may include cultural or historical biases. Using its output without reviewing for inclusivity and appropriateness can harm your brand’s reputation.

Example:
A BD professional asks ChatGPT to generate a “funny” introduction for a presentation, and the response includes outdated or culturally insensitive jokes.

Why it’s a problem:
Inappropriate content can alienate your audience and undermine your efforts to promote inclusivity.

Tip:
Carefully review all AI-generated content to ensure it aligns with your brand’s values and tone of voice.

Proceed with caution and confidence

ChatGPT is a powerful tool for marketers and business development professionals, but it works best when used thoughtfully. Think of it as a smart intern: it can handle drafts, ideas, and formatting efficiently but still needs your expertise to produce high-quality, polished work.

Need help?

If you would like help with your marketing, then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.

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