Copywriter VS ChatGPT
Working with a copywriter VS artificial intelligence, which should you use?
When I first used ChatGPT, my stomach fell. I thought this is surely going to put all copywriters out of a job. However, after I began using it regularly, I realised that when it comes to writing, there are still several reasons why working with a human copywriter is a better choice for many businesses than AI.
First, let's start with the pros, artificial intelligence is great for informative copy, and even with the ChatGPT adding a subscription service, is still cheaper than a human writer.
However, if you want copy that is inspiring, unique, emotional, or genuinely funny I would consider sticking with a human.
Artificial intelligence has made remarkable progress in recent years, but it still gets information incorrect, it still has no comprehension of emotions (ie. if you ask it for emotional copy it prefaces "I feel so emotional because..."), and it hasn't grasped real humour yet (although it does try!)
So if you are going to use AI, you still need to be able to work with the machine to tweak and optimise. This means adding emotion, fact-checking, and adding in your brand's conversational tone. This optimisation can take some time and you may find it easier to just pay a copywriter instead.
For example, in one of my jobs, I was writing some online bios. I thought I was super smart getting ChatGPT to “optimise” some short personal bios I had already written, until another I came across a couple of other bios online. They used the EXACT same terminology and phrasing that Chat GPT had used for me, but surely we would have all given the machine different prompts…?
This means that by using ChatGPT to write all your copy you risk losing a tone of voice that is unique to your business.
Sure, you can ask it “be conversational,” or “be funny,” but if your competitors are using the same prompts on the same subject matter it’s likely to produce similar results.
Another time, I asked it to help with an article I had written on a client and it decided to change the client’s name for the entire article. I am not sure where it even got the fake name - hey, at least it demonstrated some creativity.
As a copywriter, I am tasked with all kinds of writing tasks: web copy, emails, SEO articles, interviews, etc. I love working with artificial intelligence in ChatGPT to support me, but I would never let it write a piece all on its own. I can use it as a research tool to support my copywriting, so I can spend more time on what I do best - adding creative flair.
What is ChatGPT good at?
It is great at spelling and grammar (but it will produce in American English unless prompted otherwise). It is great at doing quick research, but this needs to be checked (I asked it to profile my partner and it made up a book he had apparently written - so unless he’s keeping secrets, it often gets things wrong!) I have found it most useful in creating informative SEO copy, but I avoid it for anything that needs a bit more personality and I always tweak the copy it produces.
I have high standards for the copy that I produce for my clients, and in my opinion, the work produced by ChatGPT would never be good enough to hand over in its entirety. That being said, the race for the best artificial copywriting tool is on! As the technology grows and learns, I have no doubt the machine will get better, but for right now, if you want affordable, easy (yet often mediocre copy) use AI. If you want to make your readers feel something and stand out from the crowd I'd stick with a human.
Here are a few key reasons why you should work with a copywriter over AI (I thought it would be ironic to get ChatGPT to write these...)
Understanding of human emotions - Copywriting is not just about putting words on paper, but rather it's about creating content that resonates with target audiences and evokes emotions. A human copywriter has the ability to understand human emotions and craft content that appeals to readers on an emotional level, something that AI cannot yet replicate.
Personalisation - AI-generated content can often lack the personal touch that makes it relatable to readers. A human copywriter can tailor content to your brand's specific audience, making it more relevant and engaging.
Cultural nuances - Culture plays a significant role in how people perceive language and messages. A human copywriter is more attuned to cultural nuances and can craft content that takes cultural differences into account, making it more effective for a global audience.
Flexibility - AI algorithms are only as good as the data they are trained on. A human copywriter has the ability to think creatively and adapt to changing needs, making them a more flexible option when it comes to creating content that is tailored to your brand's specific goals.
Collaboration - Working with a human copywriter allows for a collaborative relationship, where you can have open and honest discussions about your brand's goals, target audience, and desired outcomes. AI algorithms lack the ability to have these types of conversations, which can limit their effectiveness.
