In the not-so-distant past, we were going about our business when, suddenly, AI bots burst onto the scene. No, it’s not a scene from a George Orwell novel; it’s real life!
If you happen to be an 80s or 90s baby like me, you might find yourself utterly perplexed by the myriad capabilities of this technology.
We’ve been perfectly fine taking care of digital pets in our pockets for amusement, but can we really trust a computer to generate our copy? The jury is still out on that one.
Nevertheless, with the rise of AI programming tools like ChatGPT, it appears that everyone is about to become a whole lot sharper. Thanks to this cutting-edge technology, creatives and small business owners can produce content at an astonishing speed.
But does this mean that copywriters will soon become obsolete? And if you’re DIY-ing your copy, what does this mean for you as a business owner? Stay tuned; I’ve got the answers you’ve been looking for!
How AI is Shaping the Copywriting Industry
It’s free to use ChatGPT. You simply need to register for an OpenAI account, set it up in your browser, and presto! You’re in!
You may have heard about it, and let me tell you, it does an exceptional job of generating content in the blink of an eye. It’s like having a copywriting virtual assistant right in your back pocket.
This versatile tool can produce sales page copy, product descriptions, emails, blogs, articles, scripts, Reels, ideas, TikTok concepts, interview questions, and job descriptions—just about anything you can think of. How does it manage this feat? In the simplest terms (I’m not a computer scientist), it has absorbed vast amounts of information on how these types of content function.
But what does this mean for creatives? Well, picture it this way: a chef is only as good as their ability to apply, utilize, and leverage the tools at their disposal. That’s precisely how I want you to think about AI—a tool, not a replacement.
Using AI Effectively in Your Business
Mastering the art of using AI effectively is the key to making this machine work for you. It’s crucial to understand that AI can’t completely replace a human copywriter, but it can certainly enhance our capabilities. Here are a few ways I utilize AI in my own business, and even if you’re not a copywriter, these techniques can apply to you:
Plug and Play: With fill-in-the-blank or plug-in templates, getting AI to generate content is a breeze. You can ask it to fill in a blank once or provide you with five different options.
Open-Ended Prompts: This approach helps you elicit a broader range of responses. Since this type of AI excels at sparking creativity, it’s one of my favorite methods. Start with a broad prompt and then narrow it down; you’ll achieve better results this way.
Feedback Prompts: These are particularly useful for copywriting. You can ask AI to tighten up your copy, reduce it by a specific word count, or extract specific elements like adverbs or adjectives.
Now, it’s easy to fall into the trap of thinking, “Wow, this copy is amazing!” when you first witness what AI can do. And it’s true; this AI stuff is quite impressive. However, using it effectively requires knowledge and a strategic mindset.
You need to understand the intricacies of a persuasive argument, messaging hierarchy, your audience, the story, and the voice to make AI truly work for you. You must know how copy functions and what makes it effective to assess whether an AI response is suitable or needs refinement.
You Hold the Power
If the world of technology ever makes you uneasy, remember that it can’t do everything. As human beings, as creatives, we possess a plethora of unique qualities and abilities that machines can never replicate. Computers can’t replace what people do best—being human.
- You Can Craft Captivating Hooks:
I’ve attempted to use AI to create attention-grabbing hooks before, but I’ve come to accept that it falls short. At best, it generates a mediocre line that fails to truly captivate. Why? Crafting an effective hook requires a highly strategic mind, one that can devise ways to draw people in.
AI also can’t gauge how certain hooks resonate with your audience in real-time, as that requires an understanding of subtle nuances—a human trait that cannot be transferred to a machine.
- You Embody Emotions, While Computers Don’t:
Computers can’t perceive the emotional atmosphere. They simply generate content based on the information fed to them. There’s no reading between the lines, no intuitive thinking, nada! However, as a human, you understand what it means to feel, how to convey empathy, how to establish connections, and how to be relatable. Leverage these human qualities to your advantage!
- You Can Solve Problems Creatively:
Using AI is akin to being a puppeteer with a puppet. As the human, you’re the puppeteer—you’re in control. You assemble the pieces, and you’re the one directing the machine’s actions, not the other way around. When something feels off or disjointed, you have the ability to reassess and pivot creatively. This intuitive and creative problem-solving is something machines simply can’t replicate.
- You Possess the Storyteller’s Gift:
Storytelling is a uniquely human skill deeply ingrained in our DNA. We are naturally drawn to compelling narratives. While AI can mimic the works of great authors (or in a business context, brand voices), it cannot create those distinctive voices.
Think of AI as a springboard, a tool that provides a bounce and generates ideas, perhaps outlines, but you are the one who crafts the story around it.
But what if you’re not quite sure how to wield your storyteller card? The good news is, as a human, you inherently possess the ability to tell a story. We engage in storytelling every day when recounting our experiences, sharing our dreams, or discussing our hopes and aspirations.
However, in the realm of copywriting, you need to tell a great story—one that makes sense, grabs your audience’s attention, and keeps them engaged. The even better news? It’s easier than you might think!
Now, while AI is a powerful tool for copywriting, it remains just that—a tool. It complements and enhances our capabilities but can never fully replace the unique qualities and abilities that make us human.
So, no need to be afraid of AI, think of it as your ally or even your assistant, and together, you can create content that truly stands out while retaining your distinctive voice.
