As a freelancer, I am my brand.
I’m me… the good, the bad and the less-than-perfect.
Human, through and through.
I do my best to keep the less-than-perfect parts to myself. But even if they peek out from behind the curtain from time to time, that’s not so bad.
It just shows I’m real.
More specifically, it shows I’m not an Artificial Intelligence.
It’s time to be more human.
AI tools like ChatGPT, Gemini, Claude, and others are flooding the web with millions of pages of new content. The quality of the content varies, from average to pretty good.
But almost all of it has a generic vibe. More specifically, it lacks emotional depth. References to emotions are superficial, and second-hand.
Why? Because an AI can read about love, but can’t feel it. It can read about how it feels to walk on a beach with a loved one at sunset, but it can never experience it.
As a result, AI-generated copy and content fails to engage us at the most powerful level… the level of feelings and emotions.
This is where we get to compete. We can outshine the work of AI by writing with a high level of emotional intelligence.
Put more heart into your copy and content.
The best copy, even back in the days of print, has always been copy that touches our emotions.
Emotional hooks grab our attention. Emotional stories engage us at a profound level. Emotional language holds our attention and closes the sale.
To make this kind of approach work for you, it’s necessary to go all in on Emotional Intelligence.
This means working with your clients to identify the emotions being felt by their own customers and prospects. Their fears, their hopes, their desires. Then write copy that acknowledges and addresses those emotions.
You can do this way better than an AI writing tool. But for many writers this requires a shift in focus… leaning into emotion when you’re writing.
As a freelancer, you also need to “get emotional”.
As well as leaning into emotion for your client work, you need to do the same with marketing your own services as a freelancer.
Put aside the formal business pitch, or word-perfect profile description. Reveal yourself as a living, breathing, feeling human.
Let clients and prospects know how you feel about their products and services. Make it clear what kind of work truly excites you… the kinds of projects you truly love to work on.
It’s not “unprofessional” to share your emotions.
On the contrary, it’s a smart way to reveal yourself as an emotionally intelligent writer.
And it’s a great way to separate yourself from writers and web teams who rely too much on AI alone for their copy and content writing.
Long story short, it’s time to be more human.
To learn how to weave more emotional intelligent into your writing – for your clients and for yourself – check out my course, Futureproof Copywriting.
