Maybe you’re launching a business. Maybe your brand messaging needs a facelift. Or maybe you just want someone to open your damn emails.
Whatever your goal, you need words that hook your audience like the season finale of Love Island.
But then there’s Barb, your mum’s friend’s neighbour, who says copywriting is a waste of cash and she could do it with her eyes closed.
Look at it this way: it’s pricier than using ChatGPT but cheaper than losing customers because your copy is as stale as a week-old cake (or worse, sounds like it was spat out by a robot trying to imitate a human).
Now, this brings me to two points: no one in the history of the world has ever listened to Barb’s advice, and should you actually use ChatGPT (or any AI) to write your copy?
Oh, and if you read right to the end I’ll share a few prompts you can try out.
The Rise of the Machines (Hello, Hal)
If classics like 2001: A Space Odyssey and Terminator 2 have made you wary of AI, I get it (and I get maybe I’m showing my age, too).
Is ChatGPT a world-destroying megalomaniac, too? Not exactly, no.
AI should stand for assisted intelligence because that’s where its power lies—in assisting you to brainstorm ideas, research topics, provide outlines and refine copy.
It’s fast, sometimes clever, and sometimes wrong, but it rarely effectively captures a brand’s tone of voice on the first try (or second or third).
What it does well
Words faster than you can say ‘deadline’
Need copy yesterday? ChatGPT churns out content faster than you can say “procrastination.” Perfect for quick drafts and idea generation when deadlines loom.
But be sure to go through it with a fine-tooth comb for mistakes and use the content it produces as an outline.
It’s obvious when someone CTRL+C & V’s an content straight from the mouth of AI.
Kind to the hip pocket
Bootstrapped start-up? ChatGPT doesn’t charge by the hour. It’s a wallet-friendly option for startups needing basic copy.
#inspo
Stuck in a creative rut? When given the right prompts and information, ChatGPT can produce ideas and inspiration, providing a starting point for you to tweak and polish.
Where it falls short
Human emotions *beep boop* what are they?
Remember, ChatGPT is still a machine. It lacks the authentic emotion and experiences that only a human can bring to your brand’s voice.
Generic IS on the menu
While ChatGPT can spit out coherent sentences, it sometimes detours into generic territory.
If you want your brand to stand out with a unique tone and personality, you’ll need to overhaul that AI-generated copy.
Needs micromanaging
Think of ChatGPT as a capable research assistant. It can handle a lot but still needs your guidance. Left unchecked, it might miss the mark on subtle nuances or specific brand style and tone.
The verdict: To ChatGPT or not to ChatGPT?
Should you let ChatGPT write your website copy? Use ChatGPT for initial drafts and ideas, then bring in a human copywriter (like Moi) to sprinkle that magic dust of psychology, consumer behaviour, personality, and relatability.
It’s a winning combo that leverages AI’s speed and real-world human experience.
Remember: Your brand messaging is your unique verbal identity that sets you apart from competitors. It’s worth investing time and effort to make sure it sounds like you and works for you.
Try these prompts for more human-sounding copy
I need [insert what you want ChatGPT to produce, i.e., headline, social post], but first, I will tell you about my business.
At [your business name], we’re known for our unique approach to [what you do].
Operating within the [industry] industry, we’ve been in business for [duration] and offer [list of your products and services].
We aim to help people tackle [customer’s problems/desires problem].
What sets us apart is [enter your key USPs and why you’re different from competitors], and our customers love us for [enter as many reasons as you know].
Now that you’ve given ChatGPT a basic understanding of your business, audience, USPs, and how you’re helping people, you can ask it to brainstorm ideas for your copy and even write a few examples.
Pro tip: The more you can tell ChatGPT about your audience, their desires and pain points, the better it can tailor its suggestions to your needs.
Happy chatting!
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