Why my own writing process now includes both ChatGPT and Emotional Intelligence.

Writer using ChatGPT to write copy and content

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.

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How to avoid the “echo effect” when working with AI.

Robot AI writing at desk by window

By now, pretty much every writer and copywriter on the planet will have used a tool like ChatGPT as a writing assistant.

Some writers use AI just to help outline their work. Others use it to complete full drafts.

Other tasks that are really well suited to AI include things like brainstorming and market research. This takes us beyond just the task of writing, and can help us learn more about the products and services we’re writing about.

Working with an AI is like having a super-smart assistant working with you on every project.

But there’s one big downside…

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After working alone for over 35 years, I now have a full-time assistant. And it’s an AI.

I’ve been using ChatGPT a lot recently. But for the most part, I haven’t been using it to write content or copy.

I’ve been using it as a brainstorming buddy and an information-cruncher.

As an example, here’s how I’ve been using ChatGPT to help me update the coaching page on my website.

I used to do a lot of one-on-one coaching with freelancers. Then I paused for a while. This year I’m going to start again. But before I do any promotion, I wanted to update my information page.

First, I thought I’d do a little brainstorming.

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