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You might be thinking that it's SO much more efficient to just run something through an AI program and come up with content.
And look, you totally could. But as a business owner, it's worth considering what a human can do to really bring your business message, content and social presence alive. And not really a pun intended there, either.
Let's take a look at why a human copywriter is still a value-add to your business:
Reason #1: Human Creativity and Adaptability.
A copywriter brings a unique blend of creativity, intuition, and adaptability to their work because we understand the specific needs and preferences of the target audience and tailor our writing accordingly. Sure, you can feed a prompt or 30 into an AI generator, but there's an originality and adaptability that a human copywriter can bring to your brand's tone and voice.
And the upshot? We can - and do! - create engaging and relatable content that customers recognise.
Reason #2: Industry Knowledge and Expertise.
A professional copywriter has a deep understanding of the market, trends, and consumer behavior. And how is this possible? Largely because we're pet lovers and owners ourselves. We are the very target market that you, as a business owner, are trying to reach. We stay updated on the latest news, advancements, and best practices, which means that we are then able to create accurate and authoritative content that other pet owners can trust.
ChatGPT, on the other hand, is more than likely to lack that industry-specific knowledge and may not be able to provide the same level of expertise. I mean, if you're after a broad summary of something, have at it but again, it's the human touch that's going to strike a chord with your customer, existing or new.
Reason #3: Emotional Connection and Storytelling.
Probably one of my favourite elements in this list. Pet owners often have strong emotional connections with their furry companions. I mean, my whole business is named after the beautiful EP I'm lucky enough to have as a furkid. And a skilled copywriter, more broadly, can (and does) tap into these emotions through storytelling techniques, personal anecdotes, and relatable experiences.
And how is this done? Through the use of authentic and genuine language that evokes empathy, inspires action, and creates a bond with your readers and customers. ChatGPT or one of its many cousins, has a hard time creating the same emotional resonance. After all, this is a piece of software that you're asking to generate an emotion.
Reason #4: Strategic Copywriting and Marketing Skills.
Copywriters are trained in persuasive writing techniques and marketing principles. We know how to strategically position your products and/or services, highlight their benefits for customers and addressing the pain points of your target audience.
We can create compelling calls-to-action and optimise your content for conversion from someone landing on your website home page through to signing up for your newsletter/promo/offer.
This combination of writing skills and marketing knowledge helps to not only drive business growth but also your brand visibility. While ChatGPT can provide general information, it often lacks the strategic focus and marketing expertise necessary to achieve specific business objectives.
And why is this? Because your copywriter wants to see you succeed - we care about you and your business.
Reason #5: Quality Assurance and Editing.
A professional copywriter goes through a rigorous process of proofreading, editing, and quality assurance to ensure that the final content is error-free, coherent, and polished (and I learned this the hard way!). A good copywriter will have a keen eye for grammar, style, and tone, and can refine the content to perfection.
And one key aspect to note here: perfection is whatever that means to you and your business. It's the tone, voice, warmth of you and your business that should come through in all of your copy and content.
ChatGPT, while capable of generating text, really does require additional human editing and quality checks to ensure the same level of accuracy and coherence. For example, we make sure you're using British and not American spelling (of course, the reverse is also true!), or a colloquial phrase that's particular to your region.
These are just two examples of how a good writer can reflect your target audience authentically.
But, ultimately, it comes down to Collaboration and Communication.
A copywriter will actively collaborate with you as the business owner, your marketing team, and other invested people to understand your goals, incorporate your feedback to align with your overall marketing strategy.
A copywriter can effectively communicate ideas, clarify objectives, and provide a personalised touch to the content creation process.
ChatGPT, being an AI, cannot engage in real-time collaboration or offer the same level of communication and understanding as a human copywriter. Because, you know, it's just a very intelligent piece of software. Human nuance and engagement just isn't what it's designed for.
So, if I were to ask ChatGPT how it would sum this situation up, what would it tell me?
"In summary, while AI language models like ChatGPT can be helpful in generating text, an effective copywriter brings a combination of creativity, industry knowledge, emotional connection, strategic marketing skills, quality assurance, and collaborative abilities that are essential for producing engaging, persuasive, and tailored content for a pet business owner."
Can't say fairer than that!
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