Humans Still Prevail: The Battle of Copywriting in the Age of AI
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Chapter 1: The Current Landscape of Copywriting
In today's digital realm, the competition between human copywriters and AI tools like ChatGPT is intensifying. Despite the buzz surrounding AI's capabilities, new research indicates that human-generated content remains more compelling and engaging than its AI counterpart.
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Section 1.1: The Surprising Findings
Recent studies reveal that mildly surprising text often outperforms both overly creative and bland copy. The research demonstrated that engaging, mildly surprising slogans could lead to a staggering increase of over 100% in click-through rates, significantly enhancing ad engagement.
When content becomes too creative, it risks alienating the average reader, making it difficult to comprehend. Conversely, mildly surprising copy captures attention while remaining relatable, piquing curiosity without losing clarity.
Subsection 1.1.1: Examples of Effective Copy
For instance, slogans like "Cat food delivered" outperform the more straightforward "Cat food at your door." In a test involving dog drink slogans, "Dogs are worth it" proved to be more effective than the overly clever "Doggie drinks to make them think."
When creating slogans for a seafood restaurant aiming to convey expertise, the plain "The Seafood Experts" fails to captivate. A more engaging option like "Isn't that what you would expect from the seafood experts?" resonates better, particularly the variant "You'd expect us to be seafood experts," which invites curiosity about their claim to expertise.
Section 1.2: The Role of the Syntactic Surprise Calculator
To evaluate which slogans resonate best, a syntactic surprise calculator can be a valuable tool. Ideally, one should aim for a position within the 'mild surprise' zone. For instance, an Australian business's slogan, "So good, so fresh, so eat now," was deemed "too surprising" when analyzed. However, a rephrased version, "Fresh now and so good to eat," successfully achieved the ideal level of mild surprise.
Chapter 2: The Limitations of AI in Copywriting
The first video, "Will ChatGPT KILL copywriting?" delves into the potential impacts of AI on the copywriting industry, exploring whether AI can truly replace human creativity.
The second video, "Make ChatGPT Write Like You Sound (100% Human)," discusses techniques to make AI-generated text resonate more authentically with human readers.
As AI lacks emotional depth and personal experiences, it tends to produce predictable and uninspired content. While AI will undoubtedly continue to evolve, it currently falls short in crafting emotionally engaging and mildly surprising copy that connects with audiences.
This presents a paradox: AI tools like syntax calculators can suggest what might enhance emotional engagement, yet they lack the inherent creativity and insight that human writers bring. As we navigate this new frontier, the interplay between human creativity and AI efficiency will define the future of copywriting.
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