The question in the headline was asked by a good friend, and highly-regarded copywriter.
It’s a totally legitimate question. As professional copywriters we can write better than any AI, and we naturally infuse our work with emotion… because we know it works.
So… if we can do all that on our own, why do I recommend that people dive into AI, use tools like ChatGPT, and then infuse the AI output with Emotional Intelligence?
Why make it complicated? Why not just carry on as normal?
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.
This year we’ll see some significant advances in the field of AI. And yes, some of those advances will impact our work as freelance copywriters.
It’s time to lean in and get ahead of the curve.
You need a plan. And that plan can’t be “Sit tight and do nothing”. The way things are, you can get ahead and profit from the rise of AI. Or you can fall behind.
There’s no middle ground. Sitting tight means falling behind.
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.
If I suggested you double the fees you charge, maybe you’d tell me that none of your clients would use you.
That sounds reasonable.
After all, as freelancers we don’t set out to charge less than we can. We think we know what our clients and prospects will accept, and we write up our estimates accordingly.
Suddenly I have strange superpowers and I’m going to force you to double your fees anyway.
In common with most freelancers and entrepreneurs, I’m a risk-taker.
It’s risky to run your own business. It’s risky when you have bills to pay, but no guarantee that you will be picking up new projects next month.
But that’s the nature of being a freelance writer or copywriter.
We take risks because we like the freelance lifestyle, and because we hope to earn more than we would as an employee.
But…