CHATGPT: SNOG, MARRY, AVOID?

Go on, admit it: You’re thinking about ChatGPT right now, aren’t you??

It’s OK, I am too.?

We all are (even your nan is chatting to it).

It’s pretty exciting. But there’s a whole lot of fearmongering and misconceptions flying around like the bat scene in Jumanji.

At TCC, we choose to take a realistic stance. And dig deep into what it can actually do right now and the true potential of what’s around the corner.

Being an “early adopter” of ChatGPT is absolutely fine. But future-proofing the copywriting world means getting a firm grasp on where AI and robotics technology is heading.

In reality, ChatGPT is just one beta version of one large language model that we’re training for free. And soon it’s going to be just one tool in a sea of other large language models (Google and Microsoft have been waiting in the wings with theirs for a lonnnng time).?

So what should you be doing right now??

→ Look into the technological advancements in your field of work

→ Start mapping out these different technologies and understand their potential and limitations

→ Think about ways you can leverage the possibilities now and in the future

→ Start planning future value propositions that could complement these technologies

Because guess what? It’s not all about ChatGPT my friends.?

Read on to find out what I mean…

KONRAD’S KILLER KOPYWRITING TIPS

Forget ChatGPT for now. Cast it from your mind for the next five seconds.?

There’s a spicy little tool we’re loving even more at TCC HQ right now, called Wordtune Spices.?

It’s all about helping you write easier and faster. And it wants to be your useful and fun friend.

Let’s put it to the test.?

I entered this:

Then I asked it to “Explain”.?

Then it was kind enough to bestow me with an analogy.

And then gave me a handy stat to go with it (with a link to the source!).?

Useful, right? We think so too!

It’s definitely a tool that’s relevant to day-to-day copywriting right now. And it even throws some jokes in there too for you.?

“AI IS A CHEAP REPLACEMENT FOR CREATIVES IN THE HANDS OF CLIENTS”

Burn!

This was one LinkedIn user’s response to my recent post (yes you guessed it, about AI).

Here’s the thing though:

AI tools are no replacement for creatives. They are just that: tools.

Just like Photoshop.

Anyone can learn how to use Photoshop as a software.

I did.

But does that mean I am now a graphic designer and can go ahead and create our own website design?

Hell to the no.

I could whip something up on Photoshop, yes. To the untrained eye, it may even look passable.

But I am not a designer. I don’t know design best practices. I don’t know design elements inside out.

Mainly, I don’t know how to design a webpage that compels, convinces and converts.

So yes, you could use AI to replace the work of professional creatives, but the result would be, just like in that LinkedIn comment above - cheap.

And cheap, my peeps, is just not good enough.

It’s not good enough now, and in the coming age of AI content saturation, it will turn from cheap to literally value-less.

You will always need a kickass writer, designer or videographer to help you differentiate and stand out from the turd.

In other words: without a professional, awesome creative using that AI tool, you’re basically like a 5-year-old playing around on Windows 95 Paint.

And trust me, the doodle you created is going to convert no one.

With that being said:

We are now entering the age of AI. And us creatives HAVE to adapt and learn how to use these new tools.

Or we will find our careers ending up in a dumpster 'round the back of the local kebab shop.

It happened to my dad in the 90s.

Don't be my dad. Read the post to find out how.

FANCY READING SOMETHING THAT’S NOT ABOUT AI??

Your wish – or prompt – is my command. Here are some TCC blog posts, old and new.?

Hot off the press: Copy by committee: Why the world would be a better place without it

Aged like a fine wine: 4 tech copywriting samples that won’t bore you into the abyss

PREFER TO LISTEN??

Here’s a controversial opinion: Screw the data (well, sometimes).?

Most of the time I’m talking about how crucial it is to gather buyer insights to form a solid foundation for marketing.?

But sometimes your buyer insights are lying to you.?

People bend the truth. They say what you want to hear. There’s a huge amount of evidence to show that people can enter a vicious cycle of mimicry. Soz, but it’s true.?

So what can you do about it??

You need to supplement these traditional data sources with what we call “found data”. Such as keyword analysis and search data that will show you what people do, not just what they say.?

You with me??

Good.?

And if you want to talk more about data-driven content strategy, set up a call with me here.?