Many business owners are turning to artificial intelligence when it comes to writing content, and it’s not hard to see why. Artificial intelligence technology is fast, efficient, and often cheap. In fact, many AI writing services even offer significant trial periods for free. AI software is astounding, and it can create content for many different platforms, including:
Emails, email newsletters / campaigns
SEO meta tags and page descriptions
Videos are a huge marketing tool right now. Think Instagram reels, the popularity of TikTok, and searches on YouTube – which, incidentally, is the second biggest search engine in the world. It's no wonder people are paying professionals when it comes to writing video scripts.
So if AI can create all the things a professional writer can, then why would anyone choose a writer (i.e. a human) over AI technology, when it’s clearly such a clever resource?
In my opinion, despite the constant ‘AI is going to make me redundant as a writer’ narrative, AI will never completely replace a great writer (note the word great). As a business owner, hiring a professional writer (specifically a copywriter) gives you so much more than just words on a screen. Really, the primary reason that business owners are wanting copy or content in the first place is that they want more clients and increased sales. Regardless of the purpose of the writing – whether it's to educate an audience, update clients with the latest news or market a new product – the ultimate goal is sales.
Every single day, copywriters work with businesses of all shapes and sizes across a range of industries. We get access to the ‘behind-the-scenes’ operations, including how businesses market themselves. Marketing and copywriting are very closely tied – because both are about selling. This is our field of expertise.
You don’t need me to tell you about the significance of digital marketing in the 21st century. Whether you sell a service or a product (or both), consumers should be able to find you online. But how do you convert a visit to your website or a view of your blog into a sale? That’s the key when it comes to making a profit. With each and every sale, be it a product or service, online or in person, a decision has always been made by the consumer – why you, and not your competitors?
The reality is, you only have seconds to capture someone’s attention, and you want to make sure it counts. Here’s what copywriters are experts at that you can’t achieve with AI alone:
Writing in your unique tone of voice
Understanding your business like only a human can
Seeing the gaps in your copywriting and marketing strategies
Understanding how to market yourself and position your brand
Identifying your target market and how to capture their attention
In other words, copywriters help you sell.
AI can’t write a web page outlining why your business is unique. It can’t write you an awesome bio outlining why you’re sexier than Full Frontal’s Fabio, the most beautiful man in the cosmos (am I showing my age here?). And it can’t articulate what makes you stand out from the crowd. Why? Because it doesn't know you.
As copywriters, we know exactly what questions to ask you when we take a brief. Think of us like a juicer – we extract all the good bits about you and your business, and output them in a clear, concise and creative manner. We can capture your tone of voice perfectly, and if we don’t get it right the first time, we’ll make revisions to it until we do.
AI can be wonderful in certain instances – in fact, I use it myself – but if you really want a personalised service for your business, hiring a professional writer is the key. We tailor our words to your business. We don’t just tell a story – we tell your story.
Plus, if you’re like me, you like to work with people rather than computers – personal connections matter when it comes to business. In other words, AI won’t keep you warm at night. (Neither will I, actually, but my writing might).
With all that said, I'm still an advocate for AI. But the key is how you use it. Keep an eye out for next month's blog which outlines exactly that.
And for those who are curious… no, I did not write this using AI!
Previous blog: Got a business? Here's why you need personal branding: https://www.quillcopywriting.com/post/got-a-business-here-s-why-you-need-personal-branding