JACQUI HOGAN

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  The AIs have it. Or do they?

  Mar 6, 2023

  Aw, you gotta love AI. Seriously, you gotta! Because it looks like that's the direction of travel, whether you're coming along for the ride willingly or, God forbid, unwillingly. 

  Content marketers can breathe a sigh of relief at the arrival of ChatGPT, for example. No more sweating over how to write a sea of content at lightning speed - problem solved. At last, digital strategists have a question-answering tool that can generate long-form content automatically, and quicker than mRNA transcription from a DNA strand (maybe not the perfect metaphor, but germane to the subject). Simply ask your question and ChatGPT will magic your answer, with plenty of padding to round out those pesky CMS fields that require a little more thinking.

  So, am I worried? Should all copywriters worth their salt be quaking in their shoes and selling off the family silver to buy shares in ChatGPT? Maybe, but don’t start emptying the dresser just yet.

  In my experience, written content  is only ever as effective as the questions I ask of myself and my client in the process of structuring copy to achieve their commercial objectives. Knowing the right questions to ask is critical to the creative process.

  Often, asking those questions reveals flaws in the strategy that can only be effectively addressed with recourse to experience of building brands by tactical means - which always involves the deployment of words to an audience whose characteristics and behaviours are understood - or on the way to being understood.

  An experienced freelance copywriter is a black belt commercial writer, with a skill set that is highly specialised, highly nuanced and can never be replicated by ChatGPT - at least not yet.

  Content marketers who are serious about growing their brands know this already. (Often, they’ve learned the hard way.) And for those who don’t, well ChatGPT may be a good place to start. You might also be interested in checking out Fiverr or Elance, if it still exists. Nine times out of ten, these quick-fix resources need an experienced freelance copywriter to pick up the pieces.

  If you find yourself in this position, please don’t hesitate to pick up the phone.

   

  Photo by Markus Winkler on Unsplash

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