Chat GPT and me — your agency white label copywriter

I can clearly remember the first time that I panicked about ChatGPT.

It was early January — my family had just returned from our overseas trip to spend a white Christmas in Canada. I was jet lagged, cranky and not in the mood to engage in hypothetical discussions about a robot tool that was threatening to take my job.

After one too many TikToks from bro marketers about Why you should fire 🔥 your copywriter in 2023, I decided to hop on OpenAI and test out the tool for myself.

The copy was readable (if a little boring) and the content was solid and made sense. And, ChatGPT is still in its infancy. It will continue to learn and improve over time, and, yes — I honestly do believe that it will replace a percentage of copywriters. Cue a tiny bit of panic.

So. Where does this leave me (and you — the copy client)?

1. It’s a fantastic tool (really!) for getting started on projects and idea generation

If you ever need to write something, fast, and you’re faced with writer’s block and a blank page, then ChatGPT (and other similar AI writing tools) could be a great solution to help get you started. It can generate ideas and write solid, short-form content that gets you started.

You can ask ChatGPT to generate five blog post ideas on your chosen topic or put together an outline for a long-form LinkedIn post. If something you’ve written is feeling clunky, you can paste the text in and ask ChatGPT to rephrase it (sometimes this works, other times it has hilarious results — either way, it helps you see your writing from a fresh perspective!).

2. It can (and will) replace your copywriter for time-consuming tasks

Ouch. Sad, but true! AI is fantastic for churning out some types of content at scale. As a small business owner, I’d look at engaging ChatGPT to help me with things like:

  • Writing product descriptions — particularly if you run an eCommerce store with hundreds of products requiring unique copy
  • Creating new variations of social media and digital ad copy
  • Dummy text to replace Lorum Ipsum when presenting design concepts
  • Instructions and product UX/UI copy
  • Headline and copy variations for A/B testing
  • Meta descriptions and post excerpts for your blog posts
  • Finding sources for a particular topic
  • Breaking down complex subjects into easy-to-understand descriptions
  • Generating FAQs about a particular topic.
3. You’ll need to give the robots clear instructions

One of my favourite things about my job is coming up with creative solutions to interesting copy problems or advising my clients about the best way to approach a particular project.

Often, I’m not presented with a clear brief — and that’s okay! Over the years, I’ve gotten pretty good at learning the right questions to ask to extract the best information from my clients. It’s the reason that I often insist on a kickoff meeting with all new clients, even if they’ve provided me with very clear instructions.

When prospects ask me, ‘Why do I need a copywriter?’ (because, let’s face it — on top of paying for branding and design costs, copywriting can be pretty expensive). My answer? ‘It’s really, really hard to write about yourself in a way that sounds interesting to other people.’

When you’re working with AI, you need to give the robots a really clear brief in order to get somewhat useful copy out of it. If you’re struggling to come up with a brief, ChatGPT isn’t going to delve into your thought process in order to extract the best possible work from you.

4. At the end of the day, ChatGPT (and its buddies) aren’t human

Human writers add warmth, emotional connection, humour, storytelling, and opinions to projects. Not to mention, they can adapt their writing to different tones and voices, depending on the project context and its intended audience. ChatGPT mimics these qualities but (in my opinion), never quiiiiiite pulls it off.

After fiddling with the tool for a few months, I can spot AI content from a mile away. (Hint: look for the word “elevate”).

The final verdict: give it a go

Tools are designed to make our lives and businesses better. For me, personally, I’ll be investigating ways that I can use AI tools to offer clients an improved, faster service. You may be able to produce more varied and valuable content by streamlining some of your more tedious tasks. Overall, I’d encourage you to try it out. It’s free, fun to play with and can produce some hilarious results.

Over to you! I know a few of my clients have been testing out AI tools to support them in their content-generation efforts. If you’ve used ChatGPT, I’d love to hear how you found it.

Just comment on this post and let me know.