Emotion is at the core of great copy. This has always been the case… before AI, before the Web, before computers.
Great copy touches its readers at an emotional level.
Why? Because as consumers we buy based on our feelings. We buy the car that makes us feel good. We buy the pair of shoes that makes us smile. We buy the video game that gives us pleasure.
Every purchase is triggered by emotion. Once we have decided we want something, we will often turn to our more rational selves to justify the purchase.
“That video game has great reviews, and all my friends are playing it.”
We’ll always find ways to justify our purchases, but the first impulse to buy something is purely emotional. That has always been the case.
But AI tools like ChatGPT don’t lead with emotion.
ChatGPT is an AI. It’s just code on a computer.
It has zero feelings. It has read about emotions, but has never felt them.
Its database tells it that Oreo Cookies taste good, but it has never tasted one.
It has read the script of Love Story, but it has never felt love.
As a result, when it writes copy or content, ChatGPT does a great job in pretty much every respect, except for one… there’s barely any emotion there.
Part of the absence of emotion comes out as a lack of empathy. An AI doesn’t care about the feelings of its readers.
But human copywriters do care. At least, the good ones do.
This is why you should never depend on an AI to write the final drafts of your copy or content.
Some copywriters are already making this mistake. They love the productivity benefits of using ChatGPT, and are pumping out copy and content at a prodigious rate.
Some companies are making a related mistake… they’re firing their human copywriters and replacing them with AI.
Well… that’s a problem. Because on the day you decide to have AI write your copy – all the way to the final draft – that’s the day your marketing messages cease to engage your audience emotionally.
And when you fail to engage emotionally, your conversion rates will fall.
The answer is to infuse AI with EI… Emotional Intelligence.
The key here is not to avoid using AI as a tool in your writing toolkit. I use it every day.
I use ChatGPT and GPT-4 to help me with research and audience analysis. I use it to outline articles, presentations, and reports. I even use it – sometimes – to write and rewrite early drafts.
But I NEVER use ChatGPT to write a final draft.
My writing process now begins with using AI, and then moves on to infusing that draft with emotion by applying the principles of EI… Emotional Intelligence.
What is Emotional Intelligence, and how can you use it to dramatically improve any copy written by AI?
Those questions and more are answered in my latest course for copywriters and content writers… Futureproof Copywriting.
My course shows you how to futureproof your career as a writer.
It teaches you how to add massive value to your brand as a writer, and make sure you can never be replaced by an AI… today or in the future.
Get ahead of the rise of AI… find out more about my course here.
