Why businesses shouldn't ditch their copywriters

This is the first of five blogs about why I believe businesses shouldn’t entirely replace their copywriters with AI; for fun, each post will compare my content and something I instructed AI to generate.

I've been a copywriter for many years and I enjoy writing so many deliverables for my clients. Like a subject line that gets a high click-through rate, a blog that solidifies a client's thought leadership, or a radio ad that genuinely makes an audience laugh (on purpose).

And, as a senior copywriter and content lead, I genuinely want to caution business owners not to completely ditch copywriters for AI—I believe it will hurt your brand.

Why? While today’s AI can generate some good content, my counterparts and I do much more for your brand than just write content. Yes, I think we also write better than AI, but please don't discount all the other aspects of our jobs.

To make my case, I've written five blogs presenting five reasons why ditching copywriters is a bad idea.

Reason #1 Consistent messaging is more important than ever

One of the largest roles we play as copywriters is to ensure that your company’s messaging is on point so that you’re connecting, building loyalty, and meeting your customers’ needs. And we do it in a way that AI cannot—by using our professional skills to perform all of the following:

·?????? We interview subject matter experts (SMEs)

·?????? We listen in meetings to see if everyone is on the same page

·?????? We examine your website looking for copy problems

·?????? We study your customers’ needs

·?????? We carefully read your brand guidelines

·?????? We serve as brand ambassadors (we understand yours and protect it)

If content is king then consistency is queen

Most importantly, copywriters point out branding inconsistencies when they arise, which, in my experience, is often. Whether they need rebranding or didn’t quite get it right the first go-round, a lot of businesses need messaging assistance.

But AI can't help you there unless you and your employees know your messaging inside and out. If you don't how can you direct AI to stay on brand? Likely you can’t and it won’t. And that can be costly.

According to a Thrive blog, if your branding is inconsistent then your marketing efforts may not work. And, according to Forbes, in this innovation-fueled world, marketing for commercialization is more important than ever. So, it’s vital for a brand to nail their messaging.

And copywriters are here to help! For example, I have created a one-of-a-kind messaging architecture that clearly and creatively maps out key messages in a way that’s engaging and easy to understand. As I’ve refined it for over a decade I’ve helped companies grow their bottom lines by millions of dollars.

So how do you know if your messaging needs assistance? For starters, if your customers or your staff have any confusion about what you do and what you offer then you have a messaging problem. And a great messaging architecture can fix that.

Comparison time: My messaging architecture vs ChatGPT’s messaging architecture

For this blog, I'm comparing a messaging architecture I wrote with one that ChatGPT generated for Secyre, the real-time, innovative, proactive security solution that—in a simple way—binds businesses, security pros (security guards), and communities together.

What is a message architecture exactly?

For those of you who are new to messaging architectures here's a breakdown of what they typically include:

• A corporate definition
• A point of innovation
• A value proposition
• Personality traits
• Main value props
• Benefit statements (how you meet customer pain points)

For this challenge, my messaging architecture for Secyre was already complete so I just needed to ask ChatGPT to “write” one. Sounds simple enough, right? Not so much.

It took about an hour and many prompts to get something that resembled a normal messaging architecture. But, even then, ChatGPT kept spitting out content for an online security company, rather than an on-premises security company that supports security guards and businesses.?

So finally I asked it to write a messaging architecture that included all of the specific categories and that worked better. Its "point of innovation" (POI) was good enough for a comparison so here goes:

ChatGPT's POI:

Secyre revolutionizes security services with a dynamic platform that employs AI, IoT integration, and real-time data analytics. This technology-driven approach ensures efficient, effective, and customized security solutions, setting a new standard in the industry.

Here's my POI:

Secyre's innovative and easy-to-use app and new mindset make them uniquely suited to fill security gaps in communities anywhere in the United States.

Who wins and why

ChatGPT's POI is too general, too long and it's missing one of the crucial parts of Secyre's innovation, the new mindset. So, I'm giving my POI the blue ribbon.

Better together

There's no doubt that AI is here to stay, but that's no reason to replace copywriters. Together we can create amazing copy that will bring consistent messaging to your brand. And AI can help copywriters in other ways, like when writer's block comes calling we'll have a partner we know we can count on to help break it.??