It’s been a long, long, long while since ChatGPT entered our lives. And into the mainstream copywriting industry as well. The initial reactions were uncalculated and nonsensical, majorly on platforms like LinkedIN. Some were spewing fear, some were keen on pushing their ‘Chat GPT guides’ at a cost that would make your jaw come into contact with the floor beneath. However, amidst the chaotic whirlpool of how ChatGPT was going to turn the industry upside down, there was a voice of sanity.
He took the power out of the AI apocalypse by simply calling it FapGPT. And I belly-laughed at it. Crude joke, maybe. All credits to one of my favorite no-nonsense email copywriters, Ben Settle. But the imagery stuck. I could see someone with zilch marketing or copywriting knowledge sitting on a desk typing away half-assed prompts into ChatGPT awaiting the next best million dollar copy with CornHub open on another tab. Like a fat kid exchanging coins for a big tub of candies or something.
But I was also proud of the fact how most of the copywriters came forward with their learnings about this new AI tool that was supposed to put an end to every copywriter’s profession. We figured out ChatGPT is going to be of no use unless you’re proficient with marketing fundamentals, principles, and the ability to understand what constitutes a good or bad copy. Most robotic sounding copy that you see nowadays - blame the fapGPT specialists.
However, a copywriter with at least two working brain cells will have already started using ChatGPT. For instance, when I’m writing video ad scripts or emails and if I’m stuck for ideas, I go to ChatGPT. It happens to be a great idea-jamming partner with fantastic research ability (if you discount its sometimes heavily inclined 'politically correct values', IYKYK). What earlier needed 2 hours of back and forth conversations with several team members now requires just a simple prompt. Isn’t that crazy?
About the writing itself. I write every copy word by word, by myself, fingers tapping on buttons on a keyboard. I like it this way. But I’m also the guy who still washes his clothes by hand even with access to a washing machine. Why? I don’t know. I like it that way.
I look at copywriting like I look at a real life conversation. If you read what I write, you feel like I’m talking to you. Not as if you’re ‘reading what I’ve written’. Get me? Whenever someone I meet says this, I take it as a compliment.
But coming back to the point. Just because I don’t use ChatGPT to actually write, it doesn’t mean you have to do the same. Find what works for you. Personally, I find myself more involved in the process and churn out better copy if I’m doing it myself. Maybe that’ll change around when I take on more long-form projects like video sales letters or promotions.
But the bottomline is, it’s just a tool. There’s a difference between a doctor using a knife and a lunatic handling it. That’s the way I see a copywriter who’s got his fundamentals right using ChatGPT and a wannabe.
Still, still, still.
What if ChatGPT evolves quickly to come up with very humanized, personalized styles of copy? Will it then render all copywriters useless?
Still, I’d not be bothered. Crafting persuasive copy is a ‘human’ skill. As long as you’re practicing it with an honest heart, and using technology to make the process easier for you, you have nothing to worry about. Maybe it’ll help if you learn more ‘marketing’ and AI tools to make sure you’re not feeling insecure. Your copywriting skills are going to be relevant forever while the medium of execution and processes may change. But that’s inevitable and what fun would it be if it remained the same.
Here’s something. I’ve actually found the rates for a good copywriter have been constantly increasing in the present market. I’ve found there are more business owners needing better copywriters to make their copy stand out from the robot-generated ones. This is despite ChatGPT. Explain this now.
If you're a business owner or a coach trying to scale your business to 6 figures and above and you’re worried your copy is not sounding like a human at all, hit me up.
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