In today’s fast paced world…NOPE none of that in this blog post written by yours truly.😄
Thanks to ChatGPT’s prolific nature, these kinds of sentences are rampant in blogs and social media as businesses jump in feet-first to use LLM models to generate content faster than it takes for you to order your morning coffee.
People are bombarded by 250+ ads a day. Add AI noise to it and it will become impossible to capture attention unless you have deep pockets and can keep advertising.
Soo..copywriter or ChatGPT? Which is the better choice for you?
A copywriter takes the time to immerse themselves in your business, research your competitor landscape, keywords, and positioning to craft unique content that’ll help you stand out and easily attract your ideal customers.
I mean the type of content that stops your customer’s scroll and gets them to click BUY or BOOK.
Right now, AI is learning fast and generating better content every day however this content borrows from what is already out there on the Internet. It means your LLM model is unlikely to come up with a fresh idea or may need constant prompting in different ways.
Humans on the other hand will borrow from their personal experiences and world views to come up with new and creative ideas. Therein lies our edge – our humanness.
So, if you’re at a crossroads and wondering whether you should hire a professional copywriter or fiddle around with AI, I’ve put together some pros and cons to help you decide.
What does a copywriter offer that ChatGPT can’t?
The human aspects of storytelling, empathy by putting themselves in your customer’s place and tapping into their emotions to capture their fears, desires, and what keeps them up at 2am.
It keeps your target audience reading and hit that Call-To-Action button at the end.
Think about the moving story you may have read in the New York Times and how you felt afterwards.
Would an article written by AI evoke the same emotion in you? Perhaps not.
It’s the same for your customers.
Copywriters don’t generate content, they take the time to finesse every section so that it drives conversions at every stage. Every piece of content will be aligned with your brand’s tone, personality and values.
Right now, it’ll take you some time to train ChatGPT to generate content that sounds close to your voice and how you’d talk to your customers.
A copywriter will do this for you as well as extract insights that may not have been as obvious to you as a business owner. Human writers understand context, industry nuances, and cultural sensitivities that AI often overlooks.
Choosing to work with a copywriter means you may not get content five seconds later, however what you will get is copy that’ll produce the results you want again and again.
Hiring a skilled copywriter is also a significant investment for the business compared to AI, however your content will have the benefit of decades of the copywriter’s experience and expertise honed by writing for so many other clients.
What can ChatGPT do for your content?
ChatGPT and other AI writing tools have gained popularity for their ability to generate content quickly and efficiently.
Here’s what AI can offer you:
Speed and efficiency
Need a blog post, product description, or email draft in seconds? AI delivers instant results.
Cost-effective
AI-generated content is significantly cheaper than hiring a professional copywriter.
However, you may need to spend some time refining the generated content to make sure it aligns with your brand.
Brainstorming
ChatGPT can help kickstart your creative process, offering content ideas, outlines, and even first drafts.
However, AI falls down in the following areas:
Lack of originality and emotional depth
AI pulls from existing data on the Internet, which can result in repetitive, generic, or uninspiring content.
For example, I started a new Substack last week and decided to use ChatGPT to brainstorm a few names. Every name it gave me belonged to a book, a founder or an existing program on the Internet.
Limited brand personalisation
AI struggles to capture a brand’s unique voice and messaging consistency. It needs to be able to learn this through previous content.
Inaccuracy and fact-checking needed
AI-generated content can sometimes include outdated, misleading, or incorrect information that needs human oversight.
Case in point: A lawyer in New South Wales had his name redacted because he used ChatGPT to support his case. It was found that the references the LLM model gave him were false and inaccurate causing him to lose his licence.
When should you use a copywriter vs. ChatGPT?
Hire a copywriter when:
- You need high-quality, conversion-focused copy for sales pages, landing pages, or ad campaigns.
- Brand voice consistency and messaging strategy are essential.
- You want unique, in-depth, thought leadership content that establishes authority.
Use ChatGPT when:
- You need quick drafts, summaries, or idea brainstorming.
- The content is low-stakes, such as FAQs, social media captions, or basic blog outlines.
- You have a tight budget and can edit/refine the content yourself.
Know how to combine AI and human expertise
The key to effective content creation is to know where a copywriter can add value to your business and where AI can be used to complement their efforts.
Expecting ChatGPT to be a one-size-fits all means there’s a risk of generic, AI content flooding your industry making people’s eyes glaze over.
You have an opportunity to create a big impact and stand out with your human-led content.
Both copywriters and AI have their place in content creation.
If you’re looking for fast, low-cost content, ChatGPT can be a helpful tool. But if you want compelling, high-converting content that connects with your audience and drives results, finding a professional copywriter is the way to go.
The results you’ll see will speak for themselves!
