If you're like me, you've been hearing a lot about ChatGPT lately. Good things and bad things, right?
I finally had some free time in my schedule (phew!!), so I decided to ask it a few prompts. I'll share one below.
"Why should business owners not use ChatGPT when writing their marketing copy?"
"Well, hello there, fellow business owners! As a language model, I'm programmed to help you with a whole host of tasks. But there's one thing you should NOT be using me for: writing your marketing copy. I know, I know, it might seem tempting to have a quick and easy solution to your copywriting needs. But trust me, it's not worth it. Let me explain why.
1. Generic copy won't make you stand out.
Sure, I might be able to generate some copy for you. But it's going to be generic, cookie-cutter content that won't set your business apart from the competition. Your marketing copy should be as unique as your business, tailored specifically to your brand voice and audience.
Imagine you're at a party. Everyone is wearing the same outfit, drinking the same drink, and telling the same jokes. It's a snoozefest, right? That's how your marketing copy will come across if it's generic and bland. You want your business to be the life of the party, not just another wallflower.
A professional copywriter can create custom copy that speaks to your unique brand voice and audience. They'll take the time to understand your business and craft messaging that highlights your unique value proposition. Plus, they'll know how to weave in persuasive language and storytelling to make your copy stand out.
2. Tone and context matter
As a language model, I don't have emotions. I can't pick up on tone or context the way a human copywriter can. That means I might not be able to convey the right tone for your brand or audience, which can lead to confusion or misinterpretation.
Imagine you're texting a friend, and you're joking around. But your friend doesn't pick up on the sarcasm and thinks you're being serious. Awkward, right? That's what can happen if your copy doesn't convey the right tone or context. You don't want potential customers to misunderstand your messaging and get turned off from your business.
A professional copywriter can read between the lines and understand the tone and context of your messaging. They'll be able to write copy that strikes the right balance of professionalism and personality, tailored to your specific audience. Plus, they can provide a fresh perspective that might not be possible with a language model.
3. SEO and Conversion Optimization require specialized knowledge.
Writing copy that both ranks well in search engines and converts potential customers into paying ones is a science. It requires knowledge of search engine optimization (SEO) techniques, as well as conversion optimization best practices. As a language model, I might be able to generate copy, but I don't have the specialized knowledge required for effective SEO and conversion optimization.
Imagine you're trying to cook a fancy dinner for your friends. You have all the ingredients, but you don't know how to use them. You might end up with a mediocre meal that leaves your guests underwhelmed. That's what can happen if you don't have specialized knowledge for SEO and conversion optimization. You might have all the right words, but they won't be in the right order or used effectively.
A professional copywriter with experience in SEO and conversion optimization can help your business rank well in search engines and convert potential customers into paying ones. They'll use keyword research to optimize your copy for search engines, while also using persuasive language and design techniques to guide customers towards the desired action.
So, there you have it, folks. As much as I'd love to be the solution to all your copywriting needs, it's simply not worth it. Invest in a professional copywriter who can provide custom, persuasive, and effective copy." -ChatGPT
Actually, I do want to add one more reason why you shouldn't use ChatGPT to write your marketing copy.
4. It Lacks a Human Component
Think back to your grade school or high school days.
Did you ever write a personal essay?
Maybe it was for a high school English class. Maybe it was for a college application.
Whatever the assignment, you shared your story. It probably had a compelling hook. It included parts of yourself and your experience. And it sought to inspire or teach.
Now imagine asking ChatGPT to write your personal essay. How could it replicate your experiences, expertise, or your story when it isn't YOU?
The short answer is: it can't.
ChatGPT might be a great tool for inspiring ideas or outlining those ideas.
But it lacks what makes YOU unique. It lacks the human element that engages your audience and inspires them to buy your product or service.
So, before you start thinking of replacing your copywriter with ChatGPT, think about these four issues.
And when you're ready to hire a copywriter who can bring your own unique story to life, sign up for a consultation here.
Ok, not really, but that's the first thing that popped into my head when I was thinking of a title for this post!
A few weeks ago, a recruiter asked me if I was interested in being submitted for a copywriter position with FIGS. What I didn't realize at the time is that FIGS wanted a senior copywriter with seven years of experience.
Unaware of that, I researched the company. I spoke to friends and family who are in healthcare. I asked them what they liked and didn't like about the brand. All but one of them were die-hard FIGS fans. There was only one hiccup. One friend clued me into a marketing blunder that FIGS made a couple of years ago that hurt their image.
Here's the link to that marketing blunder, in case you're interested.
Kind of shocking how an entire marketing team ok'd this, right?
But even with that, I was impressed by their overall marketing, and I really liked their brand voice. Even though I wasn't sure I wanted to give up freelancing, I gave the recruiter the go-ahead.
And if I was going to do this, I might as well create a spec piece to go with my resume.
To stand out from the crowd.
FIGS makes medical apparel for "awesome humans." They refer to their brand as 100% awesome. But as I was looking through their media touchpoints, I noticed a deficit in the use of those awesome humans in their marketing. With the exception of a handful of the real "awesome humans" on their website, they were missing out on an opportunity to incorporate real FIGS consumers. Particularly on their Facebook page, which had not been updated since November 2022 as of that point.
With that in mind, I created a spec Facebook video post inviting consumers to "show us your awesome." The idea was to invite FIGS consumers- doctors, nurses, dentists, veterinarians, assistants, technicians, and more- to take photos of themselves wearing their FIGS scrubs for a chance to win a free scrubs set.
It was only after the fact that I realized they were looking for someone with seven years of copywriting experience. But I'm pretty happy with the results of the spec piece- especially since I don't have any real design skills!
What do you think?
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Would you ever buy a pair of dirty sneakers?
I'm talking about NEW dirty sneakers. The kind that are intentionally scuffed and stained and worn. Kind of like something you might have worn in grade school after you owned them for a few months.
I'm late to the party, but as it turns out, lots of people want to buy them.
I saw an Instagram reel yesterday from @heather.klawitter taken when she was checking out the shoe selection at Nordstrom. Among them were shoes that looked used. Like something you'd see at a garage sale or in a box in your parent's garage where you left it the past two decades.
This was one of them:
The price tag on them was $625.00. The company? Golden Goose.
As a copywriter, I immediately started wondering how the company would market something like this. What words were used to convince people to buy their dirty sneakers?
I didn't find great results on third-party websites.
Bergdorf Goodman had this sneaker for sale for $495.00:
Here's the product description:
Golden Goose low-top leather sneakers with suede and metallic trim.
Contrasting star patch at side.
Breathable leather/cotton lining.
Signature hand-stained rubber sole.
Made in Italy.
Ok, this design isn't as used looking as the ones in the Instagram reel. But neither the design nor the copy were doing it for me.
My next stop was Revolve, where I found this shoe for $409.00:
Right away, I found this sneaker more appealing than the others. I'm always a sucker for a pop of red, I guess.
Here's the product description:
Leather upper with rubber sole
Made in Italy
Suede star applique
Gold logo stamp on side
Contrasting leather heel tab
I guess Revolve assumes these sneakers will just sell themselves because that copy was lazy. A bunch of features we can already see but no reason for me to buy them. And at that price, it's expensive by just about everyone's standards.
I then checked out Nordstrom, which offered this shoe for $545.00:
It looks pretty similar to the last one, right? So what's with that price difference? No clue.
But this time, the copy was more compelling. Here's the product description:
"This skateboarding-inspired low-top sneaker is scuffed and distressed by hand to have that perfectly worn-in look right out of the box."
Short and sweet, and more than just a list of features. It tries to appeal to the customers and hints at the benefits of buying this shoe.
My last stop was the original source. I had to know how Golden Goose marketed itself. By this point, I had come to the realization that Golden Goose specialized in worn/used-looking shoes. But how did they become so popular? And how were they able to sell them for $400-$600 or more?
This is where it all started to make sense.
Golden Goose had this to say about their brand.
Ok, now THAT copy is persuasive! And it tells a story. I know right away that their brand values include authenticity, individuality, and the love and warmth that comes with hand-make work.
The idea of perfect imperfections is one that I'm sure resonates with their customers. Because isn't that all of us?
And if I'm being honest, a few of their shoe designs ARE growing on me. I can see the appeal of that scuffed, almost vintage look. Teenage me would have LOVED them. Especially if they're as comfortable as they look.
I still don't know about that price tag, though. It's not for most people. But I'm starting to see how they became so popular.
What do you think? Would you ever spend $600 for Golden Goose's signature sneakers?
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