Don’t get us wrong – artificial intelligence (AI) is a great tool. It is so fast, posting up hundreds of words in the blink of an eye and creating more lists than you can shake a stick at. But do you know what it isn’t?
Personal.
Computer-generated content relies on programmes that can scour the web for existing data and patterns, essentially reading what other people have already written and put online. It lacks the creativity that we as humans bring to writing and communication.
While it can be great to use as a starting point, simply cutting and pasting blog posts and content to your business website is not going to capture the enthusiasm, passion and tone of your brand that you have.
It is also not without its dangers. AI tools can insert incorrect or outdated information in your posts, which means everything should be fact-checked. Some people have found that copyrighted material has turned up in some AI content.
Copywriting queen Gillian Heggs works for B2Bs, corporates, SMEs and microbusinesses, helping them to create content that captivates audiences.
The rise of AI has seen many people thinking it is the answer to the content they need for social media, for blog posts, web content and sales pages – but Gillian believes relying on AI to do your writing for you could damage your business.
She said: “On the face of it, it’s great but scratch the surface, and there can be a whole lot of problems with basing your published marketing content on AI.
“For example, AI can make mistakes – and it can’t replicate the personality and passion that a business owner has for their business. Having said that, there are ways it can help us in the writing process.”
Good copywriting means understanding your audience, and spending time thinking about what they want to know and what will help them. As a business founder, you know your business inside out. This can help you connect with your audience by building on your insight into what they want, their pain points and your solution.
Even if you are thinking that you aren’t a writer, this is an opportunity, with the help of Crucible, to discover copywriting secrets that will help you to captivate, inform and motivate your customers.