Copywriter or Artificial intelligence ?
More than 30 million pieces of content are shared per day, whether on a website, social networks, paper, radio or television. In 2024, this figure will increase. To sell, a business must stand out from the crowd. To attract people to its website, it must publish on social networks, have relevant articles that demonstrate its expertise, provide tutorials as added value.
Copywriter
A copywriter or content editor is a person who writes very persuasive advertising or informative texts to attract the right audience.
The copywriter uses marketing techniques to push the reader to take an action, which is not necessarily a purchase. Actions could be clicking on a link, subscribing to a newsletter, or playing a game. If you came to this page through a social network, you completed an action.
The copywriter informs the reader. He does this by creating web pages or writing articles, by doing this, he increases the reputation of the company.
He will also use Search Engine Optimization (SEO) techniques, to increase the visibility of his content.
Copywriters provide companies with the following texts:
Product description
- Pages on the internet
- Items
- Social networks
- Press Releases
How does he do it?
The copywriter attracts the reader with an intriguing title, a shocking image, a question that intrigues the reader. Knowing that most people don’t read more than the first paragraph, he creates interest by highlighting an issue. He will then propose a solution that reassures the reader and convinces him to buy the product.
The first thing, a copywriter does is research who his target audience is. Once he knows, he can learn as much as possible about his audience:
- How old is he ?
- Is it a woman or a man?
- What language does he use?
- What is his social status?
- Where does he live?
He will also research his product. With this information in mind, he knows how to best showcase a product. He can explain why his product is better. He will thus be able to communicate in the right way, to the right people and attract them by offering them appropriate added value.
“There is no point in proposing a restaurant in New York that serves T-bone steaks to someone who lives in London and is vegetarian. »
He will also optimize these texts with selected keywords to allow good referencing in search engines.
Why a copywriter? Artificial intelligence is enough.
According to the Larousse Encyclopedia, “Artificial intelligence is a set of techniques and theories implemented with the aim of creating machines capable of simulating human intelligence. » Artificial intelligence scans the internet, collects all the data it considers relevant and writes a text according to the instructions given.
For the time being artificial intelligence is incapable of putting emotion into its texts. It’s a machine that thinks like a machine. Emotions such as sadness, humour, anger, envy, curiosity are not there. It also lacks human creativity; it does not know its target audience and therefore will not stand out among all the other articles on the internet.
The data it uses, is unverified data and may be false information. The copywriter checks his texts to correct errors and misinterpretations.
Below is an example of text rewritten by ChatGPT
Phrase from Yoda in Star Wars
“Fear is the path to the dark side. Fear leads to anger. Anger leads to hate. Hate leads to suffering.”
ChatGPT translation
“Apprehension opens a path to darkness: it initiates a sequence of resentment, resentment builds resentment, and resentment, inevitably, plunges us into the abyss of pain. »
The first sentence is much more powerful and easier to read.
On the other hand, artificial intelligence writes texts thousands of times faster than a human being could and it is free.
Conclusion
So, which one should you choose: copywriter or artificial intelligence? I would say: “Neither one, nor the other. » Artificial intelligence is extremely useful and free. On the other hand, it will not allow you to stand out. The best solution would be a mix of the two : A copywriter who uses artificial intelligence for inspiration and writes relevant and impactful texts that will hit the mark with his target audience.
Sources
Delwyn Dupuis
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CH-1174 Montherod
Email : delwyn.dupuis@gmail.com
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