I’m not anti-AI
Let me get this out of the way first: I’m not anti-AI.
Every tool has its place and can be useful. New tools are made available every day that I believe will make our jobs, products, services, and lives better.
What does bother me, though, is the idea that an AI tool is a replacement for a human – either in a process/workflow or on a balance sheet.
I do not doubt that one day in the not-too-distant future there will be automation capabilities that we can only dream about today. To that end, I still do not believe that ChatGPT will be an apples-to-apples replacement for a human on any marketing staff.
There are plenty of people who disagree with me. There are people whom I respect greatly and who believe that AI tools are ready to do the heavy lifting for small businesses today. That’s okay.
I won’t deny that these tools, of which there are many, can spit out a good social media template here and there. With enough input, you might be able to get one to write a decent essay.
Even a broken clock is right twice a day.
There are two reasons we’re still waiting on The Jetsons to automate anything we don’t feel like doing – specifically when it comes to writing content.
First, these tools require human input. The easiest way to say it is this, “garbage in, garbage out.”
I gave ChatGPT the following prompt:
“Write a post about my business, ACME Company, which makes widgets. We make the best widgets in the world, that solve the hardest problems. We're kicking off a marketing campaign and want to tell the world how amazing we are and how awesome our widgets are compared to the competition.”
And it churned out the following, emoji-laden trash:
“🌍 We're not just making widgets; we're shaping the world. Our visionaries and innovators have honed their craft to perfection, ensuring that every widget that rolls off our production line is a work of art. From the intricate design to the flawless execution, ACME widgets are the epitome of perfection. 💎
“💯 Forget about the competition; they're just pretenders in a world dominated by ACME. Our widgets outshine, outperform, and outclass anything out there. Don't settle for mediocrity when you can have magnificence. ACME widgets are the gold standard, the pinnacle of widgetry, and the undisputed champions of problem-solving. 🏆
“📢 So listen up, world! If you want widgets that'll make your competitors weep, your problems vanish, and your dreams come true, look no further than ACME Company. We're not just in the widget business; we're in the business of changing lives, one mind-blowing widget at a time. ACME: where brilliance meets innovation! ✨🚀”
If “the pinnacle of widgetry” is what you’re going for, by all means, copy, paste, and post these clichés away.
But I think you are more serious about your brand than that.
That brings me to the second reason AI copywriting is not ready for prime time.
These tools lack the one thing that can never be programmed into them – and that is you.
AIchatbotXYZ does not possess your train of thought (at least not within the confines of current technologies and regulations). Absent your consciousness, these tools lack your experiences and your origin story of how your business, product, or service came to be. The tools do not have your perspective.
Sure, with enough prompt massaging, you could probably get something workable. By that point, you’ve probably done more work and spent more time on it than a solid copywriter would have.
The language that resonates most with your audience is authentic. It’s original, it’s unique to you. Your story, and the stories you tell of your clients and the problems you helped them solve, will be what drives your business.
I don’t hate these tools. In fact, I use several of them in my workflows. But you can rest assured that the first draft and the language that eventually gets published has been combed over meticulously, word for word, by a human – me.
If an authentic, human voice is not a priority for your messaging, that’s no problem. We’re not a match. But if you believe that your unique story is the key to your message, and you believe that story will resonate with your audience, then let’s talk. Because like me, you believe that words matter.
And I think you should tell a great story.
The alternative? Check it out below:🌟 Embrace the revolution, my friend, and let the machines do the talking. After all, who needs humans when you've got AI? The future of copywriting is here, and it's not just a fad, it's a flippin' phenomenon! 🌟🚀🤔 Worried about losing that "personal touch" in your marketing? Fear not, my friend! Our AI-powered wizards can analyze your audience, read their minds, and create content that speaks to their souls. It's like having a psychic wordsmith on your payroll! ✨🔮