Copywriting

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Three friends drinking coffee and laughing

The world of copywriting has changed dramatically in the last year. Every day, I hear from writers who are both fascinated and concerned by the rise of AI writing tools. And their clients? They’re increasingly skeptical of everything they read online.

“Is this written by a human or a machine?” That’s the question more and more people are asking when they land on a website or open a marketing email.

And who can blame them? AI-generated content is everywhere. Some of it is pretty good. Some of it is terrible. But almost all of it shares one critical flaw – it lacks authentic human connection.

This is where you, as a human writer, have an incredible opportunity.

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When I talk about the conversational approach to copywriting, some of my peers think I’m doing writers and marketers a disservice.

They believe the direct sales approach will always be more effective, and that my “softer”, conversational approach is somehow just a feel-good compromise.

I’m happy to report they are wrong!

When done well, conversational copywriting can be way more effective than hard-selling, pushy sales copy.

To support my position, I recently asked ChatGPT to analyse dozens of testimonials and case studies from alumni of my course, Conversational Copywriting. GPT-4 is really good at that… analyzing large bodies of text in search of patterns.

Here are three of the benefits it identified:

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Friends showing empathy

In the words of GPT-4, “AI can mimic empathy to a certain degree, but cannot genuinely empathize with a human in the way humans empathize with each other”.

No AI can feel the emotions we feel. They can read the text of Romeo and Juliet, or the script for Sleepless in Seattle… and then mimic the emotion of love. But they cannot feel love.

They can’t love a person, or even care about that person. Whether a person is happy or sad means nothing to an AI.

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I created this image with the midjourney AI tool, using the prompt: 1950s style robot, sitting at desk, writing with pen and paper. nostalgic look and setting, in color

You’ve almost certainly heard the buzz about ChatGPT, the AI writer and copywriter.

Maybe you’ve tried it out a few times.

It’s amazing, and scary too. A lot of writers and copywriters are worried that tools like this will steal their jobs.

I get it. At first sight, I had the same worries. I asked it to write me an email, a blog post and a simple sales page. It did a pretty good job with each. Ouch!

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People listening to audio content with headphones.
People holding musical icons

Talking to each other is the most fundamental of all means of communication.

Go back a few tens of thousands of years, and you won’t find any communications technologies beyond simply talking to each other.

This is why audio is so deep-rooted in our psyches. Studies suggest that when we hear someone’s voice, the brain releases oxytocin – the hormone of love, trust, and empathy.

We love to listen, and we want to be heard. Even more, we love to be part of a community where we can both listen and be heard.

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Truth be told, sometimes being a great communicator isn’t about writing at all.

You can be in the presence of a great communicator while listening to an amazing TED talk, or in a classroom.

The same could happen while in conversation with a colleague or friend over coffee or a drink. It’s not just professional writers and speakers who have this gift.

What does it take to be a great communicator?

Four qualities jump to mind.

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