Here's the thing about AI most copywriters don't want to admit...
It's extremely useful.
It decreases research time, spots errors and is fantastic at idea generation.
In some cases, it even writes pretty good copy.
But at the same time it's creating a new problem...
A generation of lazy writers.
In the past learning copywriting would take years.
Now, new copywriters are putting data into ChatGPT and calling themselves experts.
This is decreasing the quality of writing being published and also it's creating writers who don't actually know how to think.
With AI, they look like they know it all.
But shut tools down for 48 hours and they'll be out of business.
So what should you do?
Use AI WHILE building your skills.
Instead of learning prompts, focus on studying books like:
These will give you a strong foundation to work from.
After this, you need to build a writing strategy that uses AI to enhance what you write, instead of relying on it.
This is how I use it.
Stage 1: Research
Before I even open an AI tool I'll complete at least 30-60 minutes of manual research.
I'll look at:
Reddit
Customer reviews
My clients website
Competitor websites
Social media groups
I'll gather everything on a Google doc and then use AI to add additional sources.
Stage 2: Idea Generation
Using all the sources I've gathered I'll come up with several "big ideas" for my copy.
I'll consider unique angles, the type of copy I'm writing and the audience I'm writing for.
After generating 3-5 ideas I'll ask AI to supplement my work with an additional 3-5.
I'll be honest, sometimes it gives some great ideas that I'll work with.
Others, it gives me generic rubbish that anyone could have come up with.
You usually need to ask for a few variations, but will often come out with a few new angles.
Stage 3: Writing Copy
Using my research and big idea I'll write the first draft.
I always write the first draft myself without tools and AI.
This keeps my skills sharp and allows me to implement techniques I've recently been studying.
I'll then go on a short walk and complete a round of edits.
Once I feel happy with the copy I'll pass it on to AI asking it to critique the writing.
Much like the idea phase, sometimes it'll spot something I've missed.
Other times, it doesn't really add much.
I'll repeat this 2-3 times, making minor edits before I feel happy to send the work over to clients.
Now, you might be asking:
But can't I just ask AI to do this and save my time?
Well, you could. But here's the thing...
You wouldn't actually build your skills.
As humans, we're genetically programmed to learn by doing things.
If you outsource the entire process, you're not learning.
And if you're not learning, you're not making progress.
AI is a fantastic tool.
But if used incorrectly it can become a crutch.
The choice is yours.
Have a great week,
Copy "Use AI effectively" Maverick
