at’s As you’ve probably noticed, the methods for creating copy and content are rapidly evolving. As a human copywriter, I’ve had people ask me whether I think AI is going to replace us…. the answer is definitely No! 🙂
I’ve carefully considered the value that expert copywriters bring to the table – it’s about so much more than just the output. The value of our service is based in the entire process we use to ensure your business stands out from its competitors. We solve communication issues in a connective way. It’s collaboration that determines our impact on your readers – and your bottom line.
As copywriters, we’re information-gatherers, trusted advisors and expert word wranglers. Clients often ask us to advise what should go in, and what should be left out of their business award submission, website copy or capability statement. Based on more than 20 years of industry experience, we’re happy to advise our valued clients.
I recently attended an AI Summit run by Business NSW, where a variety of industry experts discussed the solutions and limitations of using AI. Without doubt, when used properly, AI can certainly increase productivity and efficiency. It’s ideal for brainstorming, research and outlining. It has the capacity to generate copious amounts of information very quickly, but always look at the quality and accuracy of the information before you copy/paste it ANYWHERE!.
Remember, AI is a tool. We need to embrace this tool and use it appropriately if we want to evolve with the business landscape, while remaining aware of its limitations.
To Chat GPT or Not?
Many small businesses are taking advantage of innovations such as Chat GPT and other open source AI options that are readily available. However, most smart business owners realise there’s a vast difference between what Chat GPT spits out and the quality of content produced by a skilled copywriter. Remember, everyone with a computer or phone can access the same information via open source tools.
As an example, I recently posted on social media about a business awards judge who remarked how easy it was to identify entries prepared using Chat GPT. He said there were even two entries with IDENTICAL answers! This made judging the winners an easy task. You certainly don’t want your entry thrown in the slush pile because of poor quality writing.
Before creating content, ask yourself: Why am I creating this content?
- Do I want to build rapport with my clients, so that they know, like and trust me?
- Do I want to become known as an industry authority?
- Do I want to win a business award?
Now ask yourself – will the method I’m using to create this content help me achieve the desired end result? Will it help me build rapport, elevate my status as an industry leader or help me win an award?
Let’s explore the merits and limitations of using a human copywriter vs AI.
Why Use A Human Copywriter?
Creativity and Originality
A copywriter brings a wealth of creativity and originality to the table. We have the ability to tap into a unique tone of voice and create content that’s fresh, inspired and tailored specifically to your business, ensuring you stand out for all the right reasons. Consider the impact of iconic ad campaigns that owe their success to the creative genius of human copywriters.
Emotional Intelligence
One of the standout strengths of a copywriter is our ability to understand and appeal to audience emotions. We skillfully tap into psychological triggers, creating content that deeply resonates and engages. Think of the marketing campaigns that have made you laugh, cry, or feel inspired—this emotional connection is typically the result of a human touch, something AI struggles to achieve.
Nuance and Context
Grasping cultural nuances and context-specific subtleties can be challenging for AI. A copywriter, however, can navigate these effortlessly, ensuring content is relevant and respectful. This understanding is crucial for brands operating in diverse markets, where a misstep can lead to miscommunication or cultural insensitivity.
Relationship Building
Human copywriters excel at building relationships through personalised, interaction-focused content. Our ability to tailor communications fosters long-term brand loyalty and meaningful connections with your audience. Examples abound of brands that have successfully leveraged the human touch in their copy to create lasting customer loyalty.
Benefits of Using AI
AI, particularly Open LLM models such as ChatGPT, Gemini and CoPilot, are great for:
- Content Development: AI tools are a great help for content creation, and can suggest a variety of excellent topics for blog posts and social media content, giving you plenty of inspiration.
- Structuring Articles: AI can help in crafting a clear blog outline, ensuring that all crucial points are well-organised and presented in order.
- Receiving Feedback: You can check if your blog post includes enough examples to illustrate your point. AI can also check spelling and grammar – BUT, it’s usually American spelling and the grammar isn’t always 100% correct!
Why Not Just Use AI?
Confidentiality Disappears
Open source AI draws on information created and shared on the internet by others. Importantly, it also shares any information YOU INPUT to create your content. It’s important to ensure you don’t input any confidential information or figures from your business, or any trade secrets, as these will become public information.
Lack of True Creativity
While AI can generate content quickly and efficiently, it falls short in genuine creativity and innovation. After all, open sources AI draws information from websites and other content created by your competitors. AI-generated content often lacks the unique voice and originality that human copywriters bring, resulting in content that all reads the same!
Insufficient Emotional Depth
AI struggles with the emotional intelligence that human writers excel in. It cannot easily tap into audience emotions or psychological triggers in a way that feels natural and compelling. This limitation often results in content that may be technically accurate but emotionally hollow.
Context and Nuance Gaps
Navigating cultural nuances and context-specific subtleties is a significant challenge for AI. Without a deep understanding of context, AI can produce content that inadvertently includes errors or stereotypes, potentially leading to miscommunication and negative brand perception.
Ethical Concerns and Bias
AI systems can have embedded biases and ethical concerns due to the data they are trained on. These biases can negatively affect the content produced, raising questions about fairness and inclusivity, which are critical in today’s socially conscious world.
Human Copywriter vs. AI – The Verdict
The decision between a human copywriter and AI ultimately hinges on your specific business needs and objectives. If your priority is to generate content quickly and effortlessly, you don’t mind a more generic tone and you want to DIY, AI can be a suitable choice. Open-source AI tools like ChatGPT are fantastic for combating “blank page syndrome.” They enable quick brainstorming and help outline articles or posts, ultimately saving time and resources. Choosing the right AI tool for your business is essential. Our research suggests that paid AI solutions often produce superior results while upholding confidentiality.
However, if you want to distinguish yourself from competitors, you’ll also need the personalised content and unique voice that only a skilled copywriter can provide. To remain competitive and enhance our writing endeavours, copywriters must learn to integrate AI tools to boost efficiency, generate research and inspire fresh ideas. Imagine what could happen when copywriters start to use AI as an invaluable asset in the content creation process? This would allow clients to harness the combined power of AI-generated content AND the skill of human copywriters who excel in creativity, emotional intelligence and a deep understanding of your brand.
I believe now is the ideal time to explore how we can leverage these remarkable technologies in conjunction with the extensive expertise of human copywriters. There’s nothing better than a team effort. Copywriters + AI may well become a superpower. The future looks promising!
What’s Next?
Don’t keep these insights to yourself! Share this post with your friends, family, colleagues and LinkedIn network. We also invite you to connect with Lyndall on LinkedIn.
Are you looking for expert assistance with your award submission? Want compelling website copy that sets you apart from the competition and persuades readers to buy? We’re here to help! Head over to our Contact page to set up a conversation about creating high-quality content for your business.
Want to know how a copywriter helps with Brand Voice? Check out this post
Find out more about connecting with your ideal clients in this post
We can collaborate with you on a winning business awards entry – find out how
