There are no evil thoughts except one: the refusal to think.

Using AI to generate copy is the easy part. Using them to have an effect on real people is the hard bit.

There are no evil thoughts except one: the refusal to think.

Fortunately, that’s what successful copywriters have been doing for decades. Finding the right words to get inside your customers’ heads and stay there.

Of course there are plenty of useless copywriters out there, and there’s certainly a new wave of AI Prompt Nerds who’ve never sold a thing in their lives.

But I’m talking about the writers with a track record. The ones who’ve created campaign after campaign that changed minds, changed markets and supercharged their clients’ businesses. What do they bring to the table that an AI software robot can’t?

How about Brand Strategy? Or human insight? Or vision? Or even judgement? Or that holy grail of commerce, revenue?

Or how about all of the above?

Think about it: AI is ‘trained’ by people who know a lot about LLMs, but nothing about writing. Their modelling has been fed every ad, ever – including all the rubbish ads that don’t get read, and the oceans of marketing detritus that nobody remembers.

Whereas copywriters with a record of success have spent whole careers learning what separates the wheat from the chaff. Studying the most successful campaigns, the most effective use of words, the myriad ways of solving marketing problems. To be blunt, they know where your brand could go and where it shouldn’t go.

AI can certainly make this process faster, of course, but left to its own devices, you might as well use a tennis racquet to paddle your canoe. With lightning speed, it may go to places you never thought of, but you don't know why, or what it’s coming back with.

Meanwhile, your whizzkid AI prompt-nerd doesn’t know the difference between your product benefit and a marketing strategy, so gives you a vacuous, emotion free, wooden word salad, in “only” 15 seconds.

So before you jump straight to the all singing, all dancing, lastest AI grift model of copywriting, think about this.

Maybe an experienced copywriter with a record of success could better help my product or business stand out from all the dross that surrounds it?