Why You Need a Human Copywriter For Your Business

There is a lot of talk these days about artificial intelligence. And while the possibilities of AI can seem exciting, there are some legitimate concerns about how this technology will impact jobs, including copywriting. The reality is that computers just aren’t that good at copywriting — at least not on their own, and at least not yet. A human copywriter is still your best bet. Here are some of the reasons why.

A Human Copywriter Will Connect With Your Audience 

To be successful in your business, you need to connect with your customers, and marketing and communications help you do just that. If your customers are human (and I assume they are!) you need a human copywriter to help with that connection. ChatGPT and other AIs can’t relate to your human customers quite like a human copywriter can. They lack the empathy and ability to truly understand and even anticipate the desires, needs, and problems of your target audience. They won’t ask 20 questions about your clients and what their pain points are, or listen as you detail how you started your company and why you love it, or hear the excitement in your voice as you talk about how you help your clients. A professional copywriter will do all this and more, and then use that information to create copy that connects with your audience. That human connection is crucial.

A Good Copywriter Will Evoke New Information

Bless its heart, but AI can only work with data that already exists and the prompts it's given. But a human copywriter will use their expertise to draw out new, useful information. 

I recently had a discovery call with a new copywriting client. She had messaged me beforehand saying that she was worried about what she would say on our call as she didn't think she had much to tell me. As it turns out, she had plenty to share: I asked some standard questions, and — as often happens during conversations between humans — almost every answer led to more info and more questions. What was scheduled as a 30-minute chat turned into an hour-long conversation during which I discovered all kinds of fascinating information about her, her business, how she got started, her clients, her "why," etc. I took pages and pages of notes and came away with tons of inspiration and ideas for how best to reach and engage her target audience, from blog topics, to social media posts, to advertising ideas, and more. 

AI can’t do what I did for this client: ask questions, dig deeper, and draw out information she hadn’t even thought about! A chatbot won’t get to know your customers and what matters to them, or know how to use language that will resonate with them. It won’t have an hour-long discussion about your business, your audience, and your competitors, or conduct market research, all of which are crucial to developing an effective marketing strategy.

A Professional Copywriter Creates and Innovates

Because AI functions using past data, everything it produces is essentially regurgitated, old information. And sometimes that’s ok: after all, not everything needs updating every minute. But sometimes you’ll want to incorporate new information into your materials, such as updated statistics, feedback from satisfied customers, or a reference to a current event or trend. Or maybe you need something completely original. Only a human copywriter can come up with new, innovative ideas that will truly resonate with your customers. AI lacks that creativity. 

Professional Copywriters Create Bespoke Content For Your Business

Much of what AI spits out can sound the same, but a professional copywriter will use their knowledge and skills to create unique, original content to engage your audience. 

A company I follow recently hired someone to boost their social media. They needed more consistent posts and quality content. They got part of what they were looking for: their new social media manager soon began posting on their social media accounts almost daily. The bad part? The content was overly long, contained useless and confusing information, had tons of errors, and didn’t fit their audience at all. On top of all that, the posts all sounded exactly the same! A little digging revealed the person they’d hired was relying on ChatGPT to generate those posts, and the result was disappointing, to say the least. The content was repetitive and useless, and didn’t engage their audience at all — and may have even alienated some of them. A professional, human copywriter will engage and connect with your audience through quality, personalized content specific to you and your business. 

Your Business Needs a Professional Copywriter

A copywriter does more than just write words. When you hire a professional copywriter, you get a real person who cares about you and your business, and who will use their skills to help you make a true connection with your ideal clients. Partnering with a good copywriter is just that: a partnership. They will ask the right questions, brainstorm ideas, and make suggestions. They will use their skills and expertise to craft effective, genuine web copy, emails, newsletters, and other communications to help you connect with your audience.