Boop, boop, beep, boop.
Hello, my name is Alex, I am a robot
and I am the new host of The Copy Posse
YouTube Channel, LOL.
(upbeat music)
Hey guys it's Alex,
and this week I'm answering the cringy question
on every new copywriters mind.
Will AI ever replace copywriting?
Look it's a valid question
and while there are huge advancements being made
in the areas of machine learning
and artificial intelligence.
And boy would I like to clone myself sometimes,
I truly believe that automated copywriting
will never completely replace
real copywriting skills by a real human.
Now listen, I realize the primal need for self preservation
may make my opinion a little bit biased,
but I have five reasons to back it up
based on my 10 plus years of experience in this field.
You guys have heard me say it before
that one of the secrets behind great copywriting is empathy,
truly being able to relate and resonate
with your readers and customers.
The truth is emotions govern a massive part
of our intelligence.
In a 2012 study, Neuro Scientists actually proved
that emotional intelligence and cognitive intelligence
actually share many of the same neural systems
for integrating processes and making decisions.
The bottom line, we are human
and we need emotional connection period.
And while it is possible to emulate empathy with AI,
I don't think robots will ever completely replace
real human interaction.
I mean you wouldn't marry a robot would you?
No judgment.
So rather than see this inevitable technology as a threat
or a defeatist excuse to not get started at all,
instead think strategically about how AI can support you
on your copywriting journey.
The way I see it, AI will continue to play
a bigger and bigger role in certain aspects of copywriting,
like mass template creation
and fast real time content generation.
But could you imagine if every single business
used the same AI software to create their copy on the fly?
Everyone would start to sound the same.
Is it a good place to start?
Yeah sure, absolutely, like any template or swipe file is.
But there is a reason, five in fact,
and I'll get to those in just a hot second,
why copywriting still continues to be
one of the highest paid and most highly sought after
freelancing jobs in the world today.
Most people know what copywriting is and how it works,
but not enough people realize just how much
good copywriting positively impacts a business.
I often see business owners and entrepreneurs
make the mistake of whipping some generic copy up
for their website and then they think great,
I can check copywriting off my marketing to-do-list
and then they wonder why they keep missing the mark.
Copywriting massively impacts business revenue
and that's because copywriters
are not just fill-in-the-blankers or copy and pasters.
The best copywriters in the world are also great marketers,
strategic thinkers and powerful communicators.
They understand that copywriting is a science
of connection and conversion,
they relate, they tell stories,
they are passionate about creating community and credibility
with powerful and precise wording.
And that is exactly why I started my YouTube channel,
to mobilize the new school of copywriters
who are just as influential
as they are authentic in their writing.
So if you're down to be part of the raddest, baddest crew
of copywriters on the planet, you are in the right place,
I've got a ton of video how-to's
for you to check out on my channel,
and I release new video every single week.
So go ahead and subscribe below and then ring that bell
to be notified when my next video goes live.
And now here they are,
five reasons why I believe copywriting
is the most important part of any business
and will never be fully replaced by AI.
Reason number one,
without copywriting you don't have a brand.
A brand gives your company and product meaning
in the minds of your customers, it defines your mission,
your personality and more importantly,
your voice and story.
And if your brand doesn't have any of those things
in the 21st century, you don't really have a brand at all.
However many businesses still make the mistake
of jumping straight from product to market
with just to name, a price tag and packaging,
and they wonder why they don't get the attention they want.
Sure there are those iconic brands like Nike and Apple,
and Chanel and Starbucks,
whose brand identities are so recognizable
that their logo and design alone
communicate a strong message to their audience.
But hey, we're talking about brands that have literally
put decades of thought and innovation into their message,
which goes way beyond the logo.
Creating a strong brand voice
involves clearly and creatively communicating
what is unique about your business, what it stands for,
and what stories it needs to tell
to engage and resonate with it's audience.
And that my friends is where copywriting comes in.
Every single element of a marketing strategy,
from social media, to ads, to the website itself,
cannot work harmoniously without a strong
and clear brand voice.
Which yes you guessed it,
it's ultimately the job of a copywriter
not some automated AI software.
Taking the time to craft the right message
will result in more customer loyalty
and brand recognition down the line,
especially if you're a new business trying to stand out
in today's overcrowded market.
Alright reason number two,
without copywriting, design doesn't matter.
So another big mistake I frequently see businesses make
over and over again, is to put design ahead of copy.
I'll get emails from clients and they'll say,
"Hey Alex, I just got a brand new website design
and now all I need is copy for it, can you help me out?"
And that's like basically asking an experienced artist
to paint a picture in a coloring book.
Copywriters are creative and strategic,
and we need to be able to communicate
with the right language without being boxed in
by an already designed web page.
Now don't get me wrong, I believe that great design
is a crucial element of any website, ad or sales page.
In fact, if you've been following me for a while now,
you know that I absolutely love
beautiful design and communicating my brand
in the most beautiful way possible,
and I always go back and work with the same designers
because I'm in love with their work.
It really puts that zhuzh into my copy.
But in most cases,
great design will only work with great copy.
Your sales page is way more likely to convert
with great copy and crappy design,
versus great design but bad copy.
Remember copy is 'Queen' and it needs to be written first.
In various split tests done by HubSpot,
they found that their pages actually performed better
when the copy was done before the design,
or when their copy was optimized
with barely any changes to the design.
Listen I get it, businesses want to get the job done fast
so they can get their product to market ASAP.
But trust me on this, if you try to rush your website
without putting copy first,
you will massively hurt your long-term conversions
and ultimately end up having to redo your entire website
and that is a lot of money wasted.
To me, this proves the fact that copywriting
is a thoughtful and strategic process,
not machine generated, fill-in-the-blank content.
Reason number three,
without copywriting your SEO is pointless.
SEO you may help boost your website in a Google search
and sure, a lot of SEO content can be generated by AI,
but what's in charge of actually keeping your prospect there
to engage and sign up and ultimately buy from you?
Copywriting (laughs).
Let's face it, Google's algorithm has changed so much
in the past decade that your pages can only survive today
if they hold quality content and copy
that doesn't sound like a robot wrote them.
In fact Google rewards websites for how well they engage
with their audience and compel them to take action.
Whether that's to get them to stick around
to read an article
or navigate to another page on the website,
or sign up, or purchase.
And the best way to do that is through relevant engaging
and compelling copywriting that meets your audience
where there at, customized to their level of awareness.
All right, reason number four,
without copywriting you don't have a content strategy.
If you haven't been utilizing content
in your marketing strategy, get with the time.
According to Demand Metric,
90% of businesses use content marketing
to promote their brand and it costs over 60% less
than other marketing methods.
An analyst from Technavio project
that the content marketing industry
will be worth over 412 billion dollars by 2021.
However like most things,
content marketing will only work if it's done right.
It's not as easy as just outsourcing your content
or pushing an AI button to turn out as many videos,
blog posts and images as possible,
an effective content marketing strategy
relies on consistent high quality content
that is relevant to your brand and your audience.
While you may have a ton of really awesome content writers
on your team who are ready to communicate your story
and conceptualize some really great ideas,
you have to make sure that at a high level
you have a solid voice and vision for them to follow.
And yes, that involves someone who understands the power
of an effective brand voice, a copywriter.
I've worked with many, many clients that have fantastic
marketers and content writers on their team,
yet when it comes to their content marketing strategy
they focus solely on quantity and not quality.
Like many they like to take that quick, easy,
automated spaghetti approach,
you know when you just throw everything at the wall
and see what sticks, rather than thoughtfully map out
a strategic content marketing campaign.
Whether you're spreading the word through your blog,
videos, or social media, content marketing and copywriting
need to work together to guide your messaging engagement
and conversion across the board,
or else, and answer me this, what is the damn point?
All right, and lastly reason number five,
without copywriting you'll lose sales.
If you're a company that relies on a sales team
to follow up with prospects who sign up on your website,
which is really common in B2B businesses and fast services,
how many prospects you get ultimately depends on
how good the copy is on your landing page.
Yes, the sales team is obviously
a critical part of the organization,
but while they work on closing new prospects,
the copywriter is actually in charge
of inviting them to the party.
It's that top of the funnel that a lot of businesses
with a longer sales cycle just completely forget about.
So think about it, if this particular landing page
converted at say 20%,
that would mean that for every 100 people
who visited the page, 20 would sign up for a sales call.
Now let's say the average close rate
is about 10 percent on $1,000 offer,
that would mean that for every 100 people
who visited the landing page
you would make about $2,000 in revenue.
If you had a copywriter that could say
increase the conversion rate on that page to 30%
without changing anything else in the sales funnel,
you would increase your revenue
by massive 50% to $3,000 in revenue.
So yeah, AI might be able to generate
a template and landing page,
but can a robot really analyze the current copy
and make strategic revisions or come up with new hooks
for boosting conversion rate?
I'm not so sure.
So there you have it guys,
five reasons why I believe copywriting
will continue to be an essential part of any business,
even as AI advances and new copywriting tools
enter the market.
And trust me on this one, business owners are hungry to pay
good money to copywriters who get it.
Copywriters who know it's not about hypey tactics
and douchy marketing strategies,
copywriters who know how to write
an entire integrated sales funnel of copy asset.
Copywriters who put branding
and storytelling at the forefront,
copywriters who can write copy
that both connects and converts.
So, if you are ready to learn, write,
and ignite your copywriting business this year
with the help of me and my team,
go ahead and click the link in the description below.
I hope this video has inspired you to explore
and elevate your copywriting game,
give me a thumbs up below if you found this video helpful,
and here are some videos for you to check out next.
Thank you so much for subscribing,
I will be back next week with a brand new tutorial.
Have a great week guys,
until next time, I'm Alex. Ciao for now!
Boop, boop, boop, boop, boop (chuckles).