Personality in your business writing is all-important. Because human interaction is where the magic happens…
Writing in a style and a brand voice that’s true to you ensures authenticity – and makes your content instantly unique.
And that’s something I feel is especially important in a new era of almost-instant ‘robocopy’.
Don’t get me wrong. I’m not dissing ChatGPT and its contemporaries. These artificial intelligence (AI) technologies are incredibly powerful and will undoubtedly prove useful in all sorts of writing situations for a broad range of businesses. I’m simply suggesting that it will pay to think carefully about what you want from your writing…
I happen to write about robots a lot in my copywriting consultancy work – and it’s a fascinating space.
Advanced robotics are transforming the way organisations and individuals operate. They’re enhancing the accuracy and efficiency of everything from manufacturing and warehousing processes to intricate laparoscopic surgery.
Meanwhile, AI and machine learning technologies are moving at such an incredible pace, it’s hard to keep up with their often mind-blowing capabilities…
And now, seemingly all of a sudden in the eyes of many small business owners, a new era of AI-generated ‘robocopy’ is upon us.
It’s something I’m sure you’re tempted to explore, if you haven’t already. (That’s only human, right?) But is it something that businesses – including those run by living, breathing wordsmiths – should freely embrace or perhaps be a bit more circumspect about?
Deeper connections make the difference
As a professional copywriter, I’d be lying if I told you that all the recent social media chat (pun fully intended!) doesn’t feel disconcerting at best, foreboding at worst. But I have every confidence in my continued livelihood.
Because I feel sure that new AI writing technologies will enable businesses of all sizes, while also elevating the proposition of copywriters who can exercise expert judgement. Let me explain…
I’m known for my strategic expertise. For the deep thinking, creativity and perceptive qualities I bring to every project I work on for my clients. For my ability to help a brand articulate who it is, what it stands for and why that matters to its audience (or, at the smaller end of the scale, who you are and how you help your clients).
I spend my days crafting memorable messages and brand-building copy for businesses big and small. Every word I write stems from an innate understanding of both the ultimate goal of any piece of writing and the deeper background to a company or organisation and its commercial drivers – whether it’s a brand positioning project, a solution brief to help promote and sell a product to a global audience or creating that ‘special feel’ that helps a small business to stand out.
Every day, I blend in-depth experience with human insight and a range of inputs from others (it could be client interviews, creative pow-wows or confidential briefings) to join the dots and explore different ways to express and present a business to the world. The words you see on the screen or the page are just the tip of the iceberg. Beneath that lies a far bigger body of work, much deeper layers and levels of human intelligence, expertise and intuition. That’s something AI will struggle to emulate.
Someone just starting out in the world of content writing and trying to make a living from churning out blogs might well be advised to start contemplating Plan B. Simply because the ability of AI writers to generate and present a decent level of base content in a matter of seconds is really very impressive.
But much of that content is pretty generic and often quite bland, in my opinion. It’s open to clunky expressions, unimpressive repetition, unintended inaccuracy and maybe even the potential for lawsuits over plagiarism…
If you’re simply looking for some words and sentences (‘tick-a-box text’ to put on a webpage, cheap and quick content to beef up your blog, alternative ideas for headlines, a workshop synopsis or an outline course structure) then sure, take a closer look. In that case, an AI writer might well suit your needs.
But if you care about producing content with purpose – if you want your copy to be precisely considered, crafted and presented in your brand voice to prove compelling for your specific audience – that’s a wholly different consideration.
To add the personality, clarity and impact that that task demands, you’ll need the services of a seasoned copywriter. A writer who can bring creativity, originality and a unique perspective to your business. Someone who could seamlessly inject a sense of your own brand of humour and a sprinkling of subtle persuasion into your writing.
A distinctly human someone, who can draw on a whole range of human emotions and experiences, navigate the nuances of language and potentially even play with words to perfectly pitch your content in a way that really connects and resonates with your audience.
All in an equally intelligent, but also personality-driven and differentiated way. To help you develop and nurture deeper, human relationships with the customers and people who will help grow your business.
Want to explore a more human way of connecting with your audience?
If you’re a small business owner looking for fun, friendly and purposefully flexible professional copywriting ideas and support to catapult your copywriting confidence – so you can write with personality and impact in a way that really connects with the right people for you – I might just know someone… 🙂
In the last week alone, I’ve been asked by two Copy Café clients to provide copywriting support that relies on (and is fundamentally rooted in) a level of trust and synergistic human chemistry that I don’t believe an AI writer can replicate. Yet.
“You know what I need. Can you work your usual magic please?”
“I’d love it if you could help give this blog a bit of va-va-voom! I think the opening, in particular, is a bit flat… If you could work your magic with this one, that would be great – thank you!”
I don’t think the repetition of that key word in their requests is any coincidence, do you?
Human interaction is where the magic happens…
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
If you enjoyed this, you might also like:
> How to write when you don’t feel like it
> Everyone can write, right? Wrong.
> Are your words working hard for you?
