Written by: Hanna Hermanson, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
If you’re reading this, you’ve heard about ChatGPT. You’re probably pretty curious about it. And you’re not the only one. The first week it came out, this artificial intelligence (AI) language model, created by OpenAI, got 5 million sign-ups.
That’s a big deal. By comparison, it took Facebook 2 years to reach that many members. So what’s all the hype? And can this replace copywriting?
Let’s dive deeper into ChatGPT and how to incorporate it into your marketing (and your brunch conversations, because it is bound to come up!). I also want to share with you some things to consider before making it your only resource for copywriting and marketing.
What is ChatGPT?
ChatGPT is an advanced language modeling software developed by OpenAI.It allows users to get questions answered, have conversations with the AI, and even create content. That’s right. When prompted, ChatGPT can create:
Blogs
Emails
Video Scripts
Stories
Poems
Raps
And a lot more.
And this application can do it in seconds. What’s more, right now, it is free.
But there’s a reason, which we’ll go into next.
Understanding ChatGPT
I will keep this simple because many articles discuss how ChatGPT works. And I want to focus more on the copywriting aspect of the software. ChatGPT is AI software seeking to develop Artificial General Intelligence (AGI). Basically, it’s trying to get a computer to learn and think like a human…only better. The software is loaded with massive amounts of data from the internet and other sources.It analyzes this data and predicts what the most logical response is to a query. Sometimesit’s very accurate. But sometimes it’s wrong (which we’ll talk about in a minute). So here’s why it’s free. The application learns by feedback. All those millions of users trying out the software for free–they are basically Beta testers. So AI is getting tons of feedback and learning from it. In theory, it’s learning and getting better.
How Can ChatGPT Help My Marketing?
It’s getting better…but its AI content is not quite there yet. ChatGPT can be an excellent starting point or brainstorming session to help your copy. You could ask it to come up with article ideas or social media posts. And some of them sound pretty good. Others, however, seem a little off. Kind of like a computer made them. Let’s look at an example. I asked ChatGPT for some blog post ideas for coaches who do career development.
Here is part of the answer I got:
"5 Ways to Network Effectively for Career Advancement" ‒ This blog post could provide tips and strategies for building and maintaining professional relationships, and how to use those connections to advance one's career. "Creating a Personal Brand: How to Stand Out in the Job Market" ‒ This blog post could discuss the importance of developing a personal brand, and provide tips for how to create and promote a unique and compelling professional image. It’s decent, maybe a little generic, but a good starting point.
So if you want to try creating a copy with ChatGPT, here are some things I want you to keep in mind.
What to Consider When Using ChatGPT
The software is new and not perfect. You need to know this to ensure you’re not hurting your brand by using ChatGPT.Here’s why.
It Makes Convincing Mistakes
One of the major concerns with this new application is its mistakes. Many times, if ChatGPT doesn’t know the correct answer to a query, it will let you know. But sometimes, the AI believes it knows the answer–and will say so with such confidence. So much that if someone takes the information at face value without fact-checking, they can be spreading inaccurate, misleading, or just plain wrong information. This could be especially true with blog posts and essays that connect multiple points. So remember, this is your reputation at stake. If you choose to use ChatGPT to save time on your copy, invest some time back in it by fact-checking the information.
It May Alienate Some of Your Audience
There are two ways I could see this be an issue.
Biased Behaviors
Some of the answers presented by ChatGPT showed a definite bias. Some answers could lean towards sexist, racist, and otherwise insensitive responses. This is something OpenAI openly admits and says they’re addressing. So you want to make sure any copy you use is checked carefully for offensive or biased content.
It May Not Feel Genuine
If you’ve been working hard building your business, you know how precious time is. So enlisting the help of ChatGPT can save some time. Ask for some social posts, get them, then schedule them. But… I’ve talked a lot about the importance of Relationship Marketing. Our customers, clients, audience, etc., want to develop a connection with those they’re working with, especially in a profession like coaching.
A coach’s personal brand is what sets them apart. So if your blogs or social media posts start sounding a little not like you, your audience will probably notice. A good copywriter can capture the essence of who you are and what makes you unique. Then the copywriter makes that work for you.
Your Search Engine Rankings Can Take A Hit
If you’re usingChatGPT to write blog posts for SEO and organic traffic, this is your warning… Google does not like AI created content. They may view it as spam.
Why? Google values useful content that addresses a query’s question. When that content exhibits experience, expertise, authoritativeness, and trustworthiness (EEAT), it gets rewarded with better search rankings. Google does not believe that language modeling software fits the EEAT description. They have some technology that can detect if AI-created content. And there are human reviewers that can flag a site. Once a site is flagged, you have to jump through some hoops to get it unflagged. So much for saving time. If you worked hard building your SEO, make sure whatever resources you pull from ChatGPThas been edited thoroughly so it is why more in your voice and demonstrates your expertise.
It May Not Always Be Free
Chat GPT is that new shiny toy right now. And it’s free. What can be better than that?
But remember, it is in the experimental phase right now. There has been no confirmation that a free version will be permanently available. So, just as you’re starting to get used to it, you may have to start paying for it.
In Conclusion
ChatGPT can be a great brainstorming tool to help with your creative processing. Like grammarcheckers and other productivity tools, it complements the work of human creativity.
Some people may think cutting and pasting their content from ChatGPT can replace an experienced copywriter. Unfortunately, the application isn’t developed enough to do that effectively.
And, by taking the cut-and-paste approach, you risk spreading misinformation, alienating your audience, fracturing reader trust, and reducing your organic traffic.
Consider ChatGPT as a tool–but make sure it’s not the only thing in your marketing toolbox.
Want some help putting these strategies into action? Reach out! As the CEO of Done for You Copywriting, I help coaches organically grow, and soulfully sell to their email lists! – and I’d love nothing more than to help you make 2023 the year that you FULLY leverage all the marketing tools that will help you connect with the right real people!
Hanna Hermanson, Executive Contributor Brainz Magazine
Hanna Hermanson is the founder and CEO of Done for You Copywriting for Coaches. As a life and business coach for years, Hanna gained deep insights and intuitive knowledge about what motivates people to take action. Hanna and her team of expert copywriters combine these insights with creative copy strategies to scale coaching businesses and help transformational leaders get back into their zone of genius. Hanna's work can be found in Forbes, Thrive Global, and her book “Dream Life is Real Life” on Amazon.
When she’s not writing or strategizing, she can be found carbo-loading for half marathons or frolicking on the beaches of Mexico with her husband and labradoodle.
