06 Feb Why Copy is So Important. And why Chat GPT often Misses the Mark.
You’ve heard it before, a picture is worth a thousand words, but how does the person standing next to us view a photo or a painting in a completely differently way?
So, when it comes to your importance and perception of your brand, the goal is to keep subjectivity to an absolute minimum. Effective brand copy should always speak clearly, so that your whole audience gets the same message.
Many companies are now attempting to employ Chat GPT to construct their marketing messages.
Smart idea or a big mistake?
Chat GPT is limited to the data it has been trained on, making it unable to innovate or develop new solutions to problems. AI lacks empathy and emotional intelligence. Chat GPT is unable to empathize with humans, making it difficult for it to understand and respond appropriately to emotional or sensitive situations.
At its best, Chat GPT is an AI language system that was designed to help people generate a huge amount of written content in the least possible time. It uses the input you give to search information and generate high-quality content based on these pieces of information. Simply, you can describe Chat GPT as a writing assistant and researcher. But you have to remember that it doesn’t generate information itself — it just repeats what already exists. It can’t play on emotions, make a joke or use a metaphor 100% correctly.
Here’s why you need to pair a brand’s visual campaign graphics with great (and original) copywriting to pack the most powerful punch.
Effective Copywriting Increases Traffic
Thoughtful and strategic copy will drive traffic to your brand. Using industry keywords and phrases for the target audience you’re trying to reach will boost your ranking on Google. More hits on Google searches means more eyes on your brand and that results in more business and income for you.
Effective Copywriting Sells
Thoughtful and strategic copy should not only be engaging and entertaining to stand out from the rest of the competition, but it should also be selling your product. Prove to your present and future clients that their problem has a winning solution, and you’re the one who has it. Copy must be more than just words, it’s your pitch and your call to action. Great copy is important here, because inferior copy can make just as much of an impact on your audience. Bad grammar, typos, or just off-putting AI “industry speak” can be enough to turn people away from your brand instead of drawing them in. Have you ever seen a post or ad on social media that you immediately scrolled away from without taking a second glance – because the words being spoken were so robotic sounding, or just plain lame?
Effective Copywriting Connects
When you’re writing compelling copy, you’re engaging directly with the customer. Be true to your brand, develop and use a distinct voice, engage with your audience just as you would with them in a one-on-one situation. If you were engaging with a client face to face, you would strive to build a relationship and connect with them. Well, you want your copy to do the exact same thing – evoke emotion, entertain and connect with your clients. There is absolutely no need to overcomplicate it. If your copy is thoughtful and focused on being genuine and sticking with your brand voice, the individuality and style will come through naturally in a way that’s right for your business. This comes from a person, not a program.
So, if that picture, social post, or website is worth a thousand words, make sure that those words are the right ones.
In conclusion, thoughtful and strategic copywriters can create compelling and engaging copy that resonates with their target audience.
ChatGPT (however helpful) alone on the other hand is easily detectable. And that’s not necessarily a good thing.
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