The Death of the Copywriter?

Whatever happened to the copywriters who simply loved to write because they had a passion for creative expression? The ones from the pre-ChatGPT era, who were initially wary and uncertain when this tool started taking over tasks that were once our own. Sure, ChatGPT is powerful. It helps with productivity, time management, and creativity when used well. But here’s the thing—now everyone seems to think they’re a copywriter just because ChatGPT exists.

I use it too; don’t get me wrong. But here’s the real question: if ChatGPT suddenly disappeared tomorrow, would I panic? No. Because before it existed, we managed just fine. We thrived.

I remember a time when, in interviews, I’d be given a pen and paper and asked to submit a copywriting assignment. Imagine pitching that idea now. I'd likely be met with accusations of being "old-school" or too traditional.

Not every copywriter started out with a love for advertising. Some wanted to be journalists, authors, or poets, but copywriting paid the bills. But what happened to that core passion for the written word? Why does it feel like fewer and fewer copywriters are in touch with their love for the English language, their desire to craft stories?

The truth is, a great copywriter can bring a concept to life in a way that resonates deeply with an audience. But more and more, I’m seeing copywriting treated as just another job, rather than a craft, a passion. I might sound like a romantic here, but what makes a copywriter great? Is it simply the ability to turn words into something that moves people? Something that makes them feel something, something that sticks with them long after they've left the page?

When I interview copywriters today, I often find many of them struggle with the basics of the English language. I search for those who are humble enough to admit they want to grow and put in the work to get better. Sadly, humility is becoming increasingly rare. Instead, I’m left with poorly constructed sentences passed off as "copywriting."

Maybe I need to change my approach. Maybe I should ask about their favourite books or the movies that inspire them. Questions outside the typical job description. After all, with tools like ChatGPT, anyone can do anything now. So, how do we distinguish between those who really love to write and those who are just looking for a job?

I know I might sound like a purist, but I’m not alone in this. There are others who feel the same way. Why is it so difficult to find writers who still love the craft? Who gets lost in books, who draws inspiration from films, and who wants to push their creative boundaries, no matter the task at hand?

Are we truly witnessing the death of the original copywriter, replaced by ChatGPT-generated content? Or is it just me, tired and overwhelmed, searching for people who still love writing for writing’s sake, beyond the convenience of technology?

Disclaimer: This is just my personal opinion, and I understand that others may have different perspectives on the matter.