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chatgpt

Why ChatGPT Isn’t Making Your Copywriting Better

A few years ago, ChatGPT exploded onto the scene. It was an overnight phenomenon and left many people wondering how it would impact businesses -- especially service providers like us who use writing as a big part of what we offer to our clients. Students were excited because they thought writing their papers would be a breeze, and HR departments found themselves whipping up employee handbooks with the press of a few buttons. While many front-line employees feared losing their jobs to artificial intelligence, the last few years have demonstrated that true human output is still essential.

Now, most businesses see AI as the powerful supplemental tool it is, rather than a total replacement of their people. As of now, ChatGPT is one of the most widely used AI options, streamlining processes, boosting efficiency, and transforming the way we write. But because of its popularity and the fact that ChatGPT is still non-human, a regular user can spot an AI-generated paragraph in no time! Anytime you read "ever-changing landscape" and "delve," ChatGPT just outed itself! 

We are all about using ChatGPT for efficiency (we even used it to outline THIS article), but the problem is when it's used to replace the human touch a strategic marketer brings to the table. There is a "next step" that ChatGPT is missing, and that next step is strategic writing/editing.

In addition to the dead giveaways with specific verbiage ChatGPT uses, here are some more reasons why ChatGPT isn't making your copywriting better: 

 

1. Lack of Human Creativity

Copywriting isn’t just about stringing together words (which ChatGPT can do in SECONDS!) It’s about crafting a narrative and emotional connection that resonates with your target audience. AI tools like ChatGPT can assist in the writing process by handling the heavy lifting of generating content, but they lack the nuanced creativity and emotional intelligence that human writers bring to the table. A human writer understands the subtle nuances of language, tone, and context that AI might overlook. It is also only as good as its prompts, which many who don't use it regularly may not know how to utilize.

We at Homegrown have mastered both the prompts and the editing process, infusing our creativity into the automation that AI brings.

 

2. Difficulty in Capturing Brand Voice

As mentioned, prompts are essential to getting the most out of ChatGPT. Every brand has its unique voice—a personality that distinguishes it from competitors and resonates with its audience. AI tools struggle to consistently capture and emulate this brand voice across different types of content. Yes, you can teach your log in to learn your voice, but oftentimes the struggle with keeping it focused on your unique voice ends up costing more time. Effective copywriting requires understanding the brand’s values, tone, and audience preferences, which often evolve and require human interpretation.

Time and time again, past clients who have tried to use ChatGPT are coming to us saying that their conversion is down, and it's because they are trusting a robot to emulate what a copywriter knows how to do, and it's not there yet. Sure, AI can help with many things, but conversion copywriting requires the knowledge to prompt and edit correctly, too.

 

3. Limited Strategic Insight

While AI can generate content quickly, it may not always align with strategic marketing goals or current trends. Professional copywriters bring strategic insight into content creation, ensuring that every piece of copy serves a purpose, whether it’s to drive conversions, enhance brand awareness, or engage with specific segments of the audience. Do you understand how to coach ChatGPT on goals and strategy to get the right outputs? It's okay if not. Don't be afraid to ask for help!

 

4. Quality Control Challenges

AI-generated content may serve as a great tool for generating a first draft, but it often lacks the polish and finesse of professionally crafted copy. Not only that, ChatGPT sometimes gives entirely inaccurate information, making up sources that don't exist or sharing outdated facts. The marketplace is seeing this more and more because AI is being trusted more than it should be! Fact checking is essential!

Copywriters undergo rigorous editing processes to refine their work, ensuring it meets high standards of clarity, grammar, persuasiveness, AND accuracy! AI tools, while effective for initial drafts, may produce content that requires significant editing and refinement to achieve the desired quality.

 

5. Risk of Plagiarism and Originality

AI tools operate by analyzing vast datasets and generating text based on learned patterns. This approach raises concerns about originality and plagiarism, especially in industries where unique, authentic content is crucial for SEO and brand integrity. Copywriters bring originality and fresh perspectives to their work, ensuring that content stands out in a crowded digital landscape. They use research to inform their writing, NOT to take over their writing and regurgitate it back like ChatGPT does. 

Think of AI as a tool that just summarizes what's already out there. Your copywriting deserves more than that!

 

Incorporating Reader Engagement

As you consider integrating AI tools like ChatGPT into your copywriting process, it’s essential to ask yourself and your team a few critical questions:

  • Are you using ChatGPT prompts appropriately? Prompting AI effectively requires understanding its capabilities and limitations. Are your prompts designed to stimulate creative thinking and generate unique ideas that align with your brand’s objectives? Do you know how to prompt it from a strategic marketing perspective?

  • Do you know how to edit AI-generated content? Editing AI-generated content involves more than just correcting grammar. It’s about infusing it with your brand’s personality and ensuring it resonates with your specific audience in a strategic way.

At Homegrown, we use the power of ChatGPT to enhance our writing process by outlining our thoughts through strategic prompts. This allows us to manage the heavy lifting of content generation efficiently. Yet, we emphasize the importance of human creativity and oversight to refine and tailor AI-generated content into compelling and effective copy for ourselves and our clients. This collaborative approach ensures that our content resonates with a lot of people while maintaining authenticity and originality.

 

The Benefits of ChatGPT

While there are cons of using AI-produced content, tools like ChatGPT also have a relevant and effective place in your business. Here's how we recommend using it:

 

Leveraging AI for Content Ideas

When used with care, copywriters find that it serves as a great jumping off point for content generation, blog posts, press releases, landing pages, and social media content that can shave hours off their workload.  By using AI-generated prompts, content creators can overcome writer’s block and explore innovative topics that resonate with their target audience. This approach not only facilitates brainstorming sessions but also empowers content writers to discover unique angles and perspectives that may have been overlooked.

 

Efficiency

ChatGPT accelerates the writing process by quickly generating initial drafts or ideas based on provided prompts. Copywriters can focus more on strategy and refinement rather than starting from scratch!

 

Accessibility

ChatGPT is accessible 24/7, allowing writers to generate content ideas or drafts at any time, regardless of their location or time zone.

 

While ChatGPT offers remarkable capabilities in streamlining content creation and sparking creativity, it is crucial to wield this tool responsibly. As tempting as it may be to rely solely on AI for copywriting tasks, nothing can replace the human touch, understanding nuances, capturing brand voice, and crafting compelling narratives that resonate deeply with audiences.

Integrating ChatGPT as a supplement to human creativity and expertise rather than a replacement is key to harnessing its full potential. By maintaining a balanced approach and leveraging AI's strengths while preserving the artistry of human writing, copywriters can ensure that their content not only meets but exceeds expectations.

 

Do you need a copywriter to get your project off the ground? Homegrown is here to help! Click here to fill out a form to get started. We will use AI the right way and infuse the human touch to get you results!