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Your brain is a muscle and it atrophies if you don’t use it. Typing things into ChatGPT and copy pasting what it regurgitates will have serious effects on your brain. I don’t care if it makes me replaceable as a line item in the short run, I’d rather do things the hard way and stay mentally and intellectually sharp for the long run.
I used it to write my new business deck bio. Sometimes I use it if I’m writing in a specific voice and I need some jargon. I haven’t found it at all useful for scripts, idea write ups, or even headlines.
I think in general it can turn a terrible writer into a average writer, but it can’t make an average one into a good one.
Who’s Al? Bundy?
Good thing you posted this. No one is talking about it anywhere else.
I use it when I need help finding a good keyword or inspiration for subject line structure. But it's certainly no where near good enough to replace copywriters.
Since everything needs to align to a prescriptive tone of voice for the brands I work on, I sometimes find it helpful. Especially given the extra short deadlines and the bureaucratic review process. I wouldn’t use it to create a new ToV, but I’ll tap into it when I want to make sure I adhere to brand guidelines.
AI allows lazy people to be lazier and creative people to be more creative faster. Copywriters who learn to use AI WELL will rise to the top, and those that use it to farm out their work will become very obvious as humanity gets wiser to AI cliches.
Personally, I see it as a research and drafting assistant. I'll train a local, private bot on brand standards, give it my draft of the current project, and ask it how I can improve for the second draft. Asking for a bulleted list of suggestions based on best practices and research for that content type usually gets it thinking more like a copywriter. If part of a sentence isn't flowing, I'll put the part I hate in brackets and ask it to give 5 alternatives for the phrase in brackets. It almost always gives at least one suggestion I can use. That's very different than asking it for email or ad copy and pasting that directly into my final product.