Without a doubt, AI represents immense opportunities for business owners. Except when it comes to your messaging… In fact, if you turn this element of your business over to AI, you run the risk of losing control of your revenue completely.
Looking for the “easy way out” of doing important things in your business (like creating your brand’s messaging) is never going to be effective. In this episode, Nicki and Kate discuss why using ChatGPT is not a useful tool for communicating with your audience, and the strategies that *will* ensure your marketing message is unique.
Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[2:18] There is a major difference between working with a professional copywriter and someone who just tells you they are a copywriter but don’t have the training and experience to back it up.
[4:36] AI is only able to look at what’s already out there and regurgitate it. It can not be creative or come up with something completely new or outside of the prompt you have given it, which is a fundamental limitation when it comes to your messaging.
[8:10] Unlike AI, a copywriter is a strategic partner that will help to achieve your goal. They will dig into your company, brand, and audience, and get to the root of how your offer impacts people’s lives. They can then translate that into messaging that connects at a deep level with your target audience.
[12:07] Your messaging is the most important part of your business, even beyond what you are selling. It is what connects you to your customer and tells them what to buy.
[14:50] While you can use Chat GPT to generate some ideas (e.g. topics for blog posts), you shouldn’t rely on it. If you use it to actually write your content, Google will penalize you for it.
[17:21] If you use AI, you still need someone to go in, look it through and make sure it’s accurate and usable. You can’t just put it into the machine and get it straight up on your site.
[18:20] Anything that Chat GPT comes up with isn’t going to be useful to you because it’s what’s been done before. Your marketing message and what you sell has to be distinctive—there’s no point in saying the same thing as somebody else.
[20:39] Copywriters can help you create messaging that is unique. Remember that you don’t always have to commit to a big project with them—you can book a couple of hours to talk through some ideas.
[21:35] Your messaging is way too important to mess around with. There’s a misconception that AI will be faster and easier, but looking for the easy way out of doing important things in your business is not going to be at all effective.
[24:01] It is uncomfortable to have messaging that is different from what everyone else is doing. But that difference is what’s going to set you apart.
[26:17] Bringing in a copywriter to help with your messaging is the best way to know that your marketing will be effective and original and convey the message you are looking to broadcast. Make sure to look for someone with a website and portfolio (which includes a write-up along with each of the pieces).
[28:33] Look for a copywriter who has some depth and breadth of experience. They should demonstrate evidence of being able to write in different kinds of brand voices.
[29:59] There is a big difference in the strategy required for content writing versus copywriting. Make sure your copywriter understands the difference between the two (ideally they would have separate sections in their portfolio to show this).
[31:07] When looking for a copywriter, be aware that a certification proves nothing. All it proves is that they paid for a course or a program that has a certification. Looking at someone’s portfolio will give you a much better idea of their capabilities.
Mentioned In This Episode
As with every episode, we highly encourage you to listen to the entire conversation! But here are a few of the highlights:
“Hold your standards high, you can’t afford to mess around with your messaging. Which I guess brings us full circle to the whole ChatGPT question. Can it be great for generating ideas? Yeah, if you’re just staring at the screen like ah I got nothing, sure, play around with it a little bit but by no means outsource your copy to it. Do not rely on AI for the most important thing in your business.” –Nicki
“AI cannot be creative. It can reassemble things but it cannot come up with something completely new, it also cannot come up with something outside of the prompt that you’ve given it.” –Nicki
“A copywriter is so much more than just someone who writes copy, they’re a strategist, they’re a marketer, they’re a partner. When your copywriter asks you questions about your company, about your brand, about your audience, they should make you think about these things in a way that you’ve never done before.” –Nicki
“The deliverable is just the final end thing and I don’t want to discount what a copywriter is actually ultimately producing for you but the work leading up to that is so much more important and crucial to making sure whatever that ultimate piece and deliverable is, is going to do it’s job and be effective.” –Kate
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About the Energize Your Online Business Podcast
Are you sick of the stress, chaos, and risk of trying to keep up with the next big thing in digital marketing? And what about the confusion of trying to scale, build a team, and still try to make sure your business is worth the effort it takes to run it? You are not alone.
Join Nicki Krawczyk, a 20-year marketing veteran and owner of a multi-seven-figure-per-year digital training company and her co-host Kate Sitarz as they bust through the online business industry echo chamber to talk about how to make consistent, predictable sales and how to scale your business with simple and stress-free systems.
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