ChatGPT has been the talk of the town and there is all sorts of speculation that it will put an end to copywriting.
But is that the case?
ChatGPT isn’t just an information aggregator from using web data. The data finds the connection between words.
As a result, ChatGPT can code, blog and argue.
There’s no doubt that GPT can help you with time management when you have to produce copy. It generates content quickly and efficiently and it frees your time to focus on other tasks. ChatGPT can provide solid and relevant responses to prompts and it can increase the frequency of your content production. This allows you to publish more content and stay top-of-mind with your audience.
ChatGPT is also potentially good for research on clients, finding out about their fears and pain points. You can also use ChatGPT for email marketing. This allows you too quickly and easily generate personalised content for each of your recipients. This can help to increase the effectiveness of your email campaigns by making them more targeted and relevant to each individual recipient.
But one of the issues with ChatGPT is its accuracy. Despite its popularity, these issues have been well documented with its creators at Open AI admitting that ChatGPT is “only sometimes 100% reliable, and users cannot rely upon it to always give accurate answers. ChatGPT is still undergoing training and development, and OpenAI recommends that a human vet all content. Often the algorithm fills in gaps with incorrect data. It is dangerous to use or trust such an AI model.”
I have also noticed that while a lot of ChatGPT content looks good and beautifully put together, it sometimes appears bland and generic. That is not surprising. It only works off the data it gets. The writing comes from software, not a human.
Open AI admits that while “ChatGPT generates grammatically correct human-like essays and conversations…the output is very formal and mechanical. It lacks the natural human flair. ChatGPT output includes only words, not expressions. In non-formal writing, ChatGPT is also incapable of sarcasm, analogies, and comedy. It cannot identify idioms either. It fails to deliver solutions for situations requiring less professional, more informal language.”
Clients would expect more from their copywriter.
It reminds me when Canva came on the scene a few years ago. A lot of graphic designers thought that was the end of them. But a lot of the stuff out of Canva is generic and some graphic designers use it to save themselves time and they don’t have to use it for professional big jobs.
Copywriters can use ChatGPT for various things but they can offer work that ChatGPT can’t provide.
Unlike ChatGPT, the copywriter develops relationships with the client and reader and the copywriter becomes a partner. That means you gather different points of view, create shared visions, create new insights, discuss and edit, and you refine and improve an actual piece of written work. ChatGPT can’t do that.
Unlike ChatGPT, the copywriter can become a strategic partner to help develop a client’s marketing strategy. The copywriter can facilitate message generation, build foundational imagery, clarify positions and identify causes and craft arguments. The copywriter is more than just a wordsmith. The copywriter can be a strategic partner to help the brand articulate what it is.
Look beyond ChatGPT and get a good copywriter. Call me on 0411 745 193 or email me at leon@leongettler.com’
