Copywriting

According to a recent report from the IMF, 60% of jobs in the US will be impacted by AI.

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That’s an astonishing number.

To be fair, the IMF is careful to point out that they are absolutely not saying 60% of jobs will be replaced by AI. In fact, they divide things down the middle.

About 30% of jobs will be impacted in a largely positive way, through increases in productivity and improved skills. While the other 30% of jobs will be impacted in a more negative way, up to and including the loss of those jobs altogether.

Whichever way you slice it, these numbers are really, really high… and put us on notice that we need to take action before it’s too late.

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See how Emma uses both AI and EI to write an ad for eco-friendly skincare products.

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Ai copywriting for skincare products

Here’s a process any copywriter can use to incorporate both AI and emotional intelligence into their sales copy.

Interestingly, this process wasn’t structured and written by me. It was created by GPT-4. It even came up with our copywriter’s name… Emma.

All I did was provide the prompt.

That said, if you tried the exact same prompt yourself, you probably wouldn’t get quite the same result… for a couple of reasons.

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How to use AI to analyze the emotions of your prospects.

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AI robot sitting in place of therapist for human

My advice to every aspiring copywriter has always been, “Step one is to listen to your audience”.

Put another way, “If you don’t know who you’re talking to, how can you know what to say?”

When you listen to your prospects and your customers, you get a feel for the emotions they bring to the table.

Identify their fears and desires, and you can speak to those emotions in your copy. Get a sense of the language they use, and you can mirror that language in your own writing.

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Lead with Emotional Intelligence before you input your AI prompts.

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Which comes first, AI or EI?

Do you start your writing project with AI, and then tweak the outputs to make the copy more emotionally intelligent?

That’s how most people do this. And it’s how I do it myself, some of the time.

Start with a tool like ChatGPT to do the heavy lifting. Use it to do research for a new page, the outline, and a first draft. Once that’s done, you can add layers of more emotionally engaging copy to make the whole thing more appealing and effective.

But… it doesn’t have to be that way.

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The urgent need to get ahead of AI writing tools in 2024.

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At the beginning of each year I step back, take stock, see where “I’m at”, and… more importantly… try to figure out where I’m going.

This year, the stakes have never been higher.

According to a survey by Neil Patel of agency NP Digital, over 60% of text content is now being created purely through AI. And 26.8% through a combination of AI and humans.

In other words, AI now plays a significant role in the creation of over 85% of all new content being written for digital media.

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To prosper as a copywriter in 2024, you’ll need to know 10% more about AI than your clients and prospects.

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It’s always been the case that to deliver value to a client, you need to know just 10% more than they do.

I’ve been teaching this for years.

Copywriters who are just launching their careers often feel nervous about not knowing enough. And then they realize that knowing just 10% more than their prospects is enough.

That 10% can deliver huge value.

The same is true today when it comes to AI.

You don’t need to be a leading expert in AI. But you do need to know 10% more than your prospects and clients.

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