Editor’s note: This is the first part of a series of articles answering the question of how to use AI to write copy without sounding like a robot. Read Part 2 here.
Just as the microwave shortened the time gap between your stomach growling and sitting down to dinner, or how Canva turned business owners into quasi graphic designers, AI robots are here to help us whip out content faster than you can say “I’ll be back.”
AI can help you churn out posts, blogs, and content daily with the mere effort of a simple prompt. The trouble is everyone else will be using it, too.
According to eMarketer, 58% of U.S. marketing professionals have increased their content creation performance thanks to generative AI.
Yet, before we all disappear under a blizzard of content, 83% of marketers said it’s better to focus on quality rather than quantity of content — even if it means posting less often.
Can we settle the argument by stripping marketing back to intent? If the intent is to keep top of mind, quantity wins the day. If the intent is conversions, should quality prevail? As a copywriter, I’ll err on the side of conversions any day.
Incorporating Human Qualities in Writing
Is it a utopian world, where we can speed up writing for our business, put our brand name to quality insights, and increase conversion rate from our ideal customer profile? Perhaps, but it will require a bit more effort from both parties — you and your AI friend.
Elena Connolly
There are two elements that can turn your words into enticing copy:
- Credibility: Your words need to demonstrate credibility. This means you know what you’re talking about and have the knowledge, experience, and expertise to solve your customers’ problems.
- Empathy: Your words need to demonstrate empathy. This is what sets marketing writing apart from writing an essay, manual, or academic paper. Your reader needs to feel like the author gets them.
Bring Feelings Into Your Writing
Empathy is something that our AI writer friends just can’t seem to crack. Sure ChatGPT will give you the facts and stats, but it can’t effectively put itself in your reader’s shoes.
When it comes to writing, AI cannot really tell a story. This is where your human brain power is needed.
Although I’m behind you employing AI as your new marketing assistant, I also want to empower you to take what a robot writes and make it human.
Be sure to come back next week for the next part in this series.
Elena Connolly is brand strategist of 23 Wise Words. She is a “psychology-obsessed copywriter,” who has written high-converting websites and sales funnels for service-based businesses for more than seven years. Read more fascinating facts about Connolly at channelWise.
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