You think AI is something now? Just wait a few years. The advancements will become so human-like that they’ll make your head spin! In the business world, this technology is forcing us to become even more creative and intentional marketers...which leads me to this post. It’s time to reframe our messaging to evolve with the times. Keep reading to learn why “saving you time” is no longer a compelling reason to outsource your copy, and what I focus on instead.
Expertise aside, "saving you time" was the most apparent justification for hiring a copywriter. Everywhere you looked, it was in the messaging (mine included).
Outsource your copy to regain control of your time.
Have more time to do the things you love.
Hire me, and I’ll save you 10+ hours of writing every week.
Time is a commodity, so save yours and get someone else to create your sales copy.
But not in today's AI-dominant world.
Let’s call a thing a thing — tools like ChatGPT churn out “doable” content at lightning speed.
What I produce in weeks as a human, a robot can do in seconds.
Listen. I'm a lot of things, but I'm not naive. I understand I can't compete with a robot.
And I don’t need to.
Copywriters are necessary now, more than ever.
Since launching Kopy Fresh, I have tailored my messaging to service-focused businesses and brands lacking time, skill, and will.
Now that "time" is less of a consideration, let's hone in on the other two factors and how a copywriter can rise to the occasion.
Your industry knowledge can't save you from this undeniable fact:
You must have a firm grasp of marketing principles, sales psychology, human behavior, and persuasive communication to create “click here,” “download for free,” “enroll today,” and “buy now” copy.
Give the AI tool all the prompts you want, but if you haven't done the foundational work to understand the strategy behind your words, it can only take you so far.
Copywriting frameworks such as PAS (Problem-Agitate-Solution) and AIDA (Attention-Interest-Desire-Action) are only effective when you know what your ideal client cares about.
That’s why dumbing down the instruction and feeding it to your tool in snack-sized yet detailed pieces is vital.
And that requires a skilled lens.
A professional copywriter can side-step all the prerequisites and get down to business because the above are fundamental pieces of our work.
We don’t need to train a tool because we are the tool (at least, for this post).
OK, you have the time, but do you have the motivation or desire to DO the work on the front end? There is no way around it, friend. Your AI tool needs initial guidance (and sometimes numerous redirections) to do what you want.
In other words, ChatGPT won't save you from yourself. Half-assed effort will produce half-assed results.
Think about it this way. You’re on a stationary bike with a fan attached to it. Your goal is to complete 5 miles in 20 minutes; however, the gym is sweltering that day. And to top it off, you’re exhausted.
It doesn’t take long before you realize the faster and more consistently you pedal, the more the fan cranks out cool air. You slow down; you lose the breeze.
Ultimately, you reach your goal in 19.5 minutes because you were motivated to stay cool, even with other factors working against you.
Takeaway: Your commitment has the potential to birth big wins.
Even when I don’t feel like writing, I write because it’s what I do as a copywriter.
You could counter my perspective with, “Well, a robot doesn’t have emotions or a concept of time. It can work 24/7, 365.”
To that, I would say, “You’re right!”
But, does it understand nuance?
What about proper context based on colloquial language?
Can it “read between the lines” and capture what you don’t say?
Does it have personal experience or the ability to forge emotional connections?
Please don’t take this account as a slam to ChatGPT or other AI tools.
Honestly, it’s an opportunity to rethink how and why we utilize technology in our businesses.
Are we sacrificing time for quality — the quality copywriters have been bringing to the table for decades?
Are we leaving the integrity of our business communication in the “hands” of a non-human tool that simulates a living, breathing organism?
I’m asking for me — someone who appreciates the power of AI.
I use it for various business tasks, such as recording meetings, editing, workflow automation, and idea generation.
So, when it comes down to it, “saving you time” is still a reason to outsource your copy to a copywriter. But it’s not THE reason.
When you work with me, I immerse myself in your brand. I listen to your stories, hear your voice inflections, analyze the meaning behind those long pauses and deep sighs, and SEE the passion behind your eyes for your work.
Human to human, I connect to those feelings, pull back the layers of your multi-dimensional voice, and create copy and messaging that flies above the AI-generated words that “get the job done.”
Consider this food for thought.
What's your take?