The explosive growth of online content has done little for the evolution of graphic design or copywriting. Publishing has never been so easy, and the demands of producing reams of content on a tight schedule have fueled a decades-long cycle of circular imitation.
It is from this deep well of uninspiring clutter that ChatGPT and other generative AIs draw their content. It’s no wonder that AI-generated marketing copy misses the mark.
We are way too accustomed to reading slapdash promotional verbiage. When we read AI-generated marketing copy, it’s easy to fall into the trap of thinking it’s good because it’s familiar and grammatically correct.
So how can we tell good copywriting from bad?
Too many mundane and mediocre messages are mired in the muck of three remediable maladies. AI-generated marketing copy persistently perpetuates these problems, thus poisoning the promises of a plethora of passionate promoters.
Our patented process offers…
We believe in…
In my opinion, the best…
Effective copywriters rely on “you”-focused language to build connection and encourage their readers to feel listened to and understood.
Trust your troubles to a patented resolution process.
If you care about…
Your best option is…
Lack of “Heart words” is an equally egregious messaging menace. Verbs are the spices in your storytelling kitchen. Words like “put” and “use” and “have” and “develop” are functional and correct but they carry no emotional impact.
Use our innovative process to…
Develop new skills…
Learn a new way to…
“Heart words” like “create” and “discover” and “explore” and “reveal” are aspirational and meaningful. Each implies a story—an adventure—and when we attach them to the outcomes we produce, we motivate our prospects to pursue them.
Discover an innovative and exciting way to…
Reveal your hidden talents…
Explore the secret methods practiced by…
Clichés are a third common copywriting calamity. Marketers have used phrases like “put your problems behind you” and “cutting-edge technology” and “limitless possibilities” forever. Use too many of these clichés and you’ll sound like a marketer, a guaranteed turn-off for prospects who delete an unread avalanche of sound-alike messages every day.
I asked ChatGPT to create a sample 800-word marketing message that promotes the value of AI. I underlined the clichés, highlighted (desirable) “you-focused” language in blue, and pointed out “I-infections” in red.
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These weaknesses can be sorted out if we’re aware of them, but familiarity breeds false comfort. Unless we remain on the lookout for clichés, I-infections, and boring verbs, we’ll likely end up wondering why our “clever” promotions aren’t capturing anyone’s attention.
TIP: Ask ChatGPT to avoid the use of “I,” “we,” “our,” and “us.”
AI-generated marketing copy can serve as a useful starting point. Use it as a sketchpad and then add your personality, your style, some humor, and the three messaging principles discussed here. Your readers might actually listen to what you have to say, and they’ll thank you for your authenticity.
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